Virtual reality survives with real planning

<p>Internet start-ups must have a strong brand value, viable business </p><p>plan, experienced management, real customers and a revenue stream in </p><p>order to survive in the long-term. </p><p><BR><BR> </p><p>Speaking at the Business Week-organised E-Biz Marketing seminar, Ogilvy </p><p>Interactive Worldwide president Mike Windsor said: "Many venture </p><p>capitalists are taking internet companies public so early that no one </p><p>can say if the companies are viable or not. </p><p><BR><BR> </p><p>"The venture capitalists are getting earlier and safer exits while still </p><p>making absurdly lucrative profits, though they are shifting the risk to </p><p>the public." </p><p><BR><BR> </p><p>He predicted that many billions of investors' dollars will be lost over </p><p>the next two years as start-ups fall by the wayside because of a lack of </p><p>detailed planning. </p><p><BR><BR> </p><p>But judging by the declining enthusiasm for Internet stocks globally, it </p><p>seemed that the end was near for indiscriminate investing in cyber </p><p>ventures, Mr Windsor added. </p><p><BR><BR> </p><p>"A good litmus test for the worthiness in investing in start-up </p><p>companies is: who is their real target audience? The stock market for an </p><p>IPO? Or a real customer who has a real need to be met?" he said. </p><p><BR><BR> </p><p>The successful company, Mr Windsor noted, is customer-focused and </p><p>meeting the needs of consumers better than their rivals. </p><p><BR><BR> </p><p>"Success in the interactive world is ultimately not about technology but </p><p>about recognition and trust. So it should come as no surprise that what </p><p>most often determines success online is who has the strongest brand. </p><p><BR><BR> </p><p>"This makes perfect sense, because at the heart of every successful </p><p>brand is recognition and trust," he said. </p><p><BR><BR> </p>