Serial Entrepreneur is a hot topic recently, but most of the studies emphasize on the issue of its performance; they focused on “what they did” instead of “what they should do.” Furthermore, single serial entrepreneurs have diminished over the years and are substituted by serial entrepreneurial teams (SET). In this thesis, a case about a successful experience of SET in Taiwan’s EC transaction industry will be presented, and an analysis model will be used to find out the key success factors for all SETs.
This thesis also intends to record the history of Taiwan’s EC transaction industry. In addition, Taiwan’s online shopping industry began with the form of C2C, and the earliest EC firm was Neocom Technology who was founded in 1994 by a group of elites of Taiwan’s EC industry. Neocom Technology joined eBay in 2002, but its entrepreneurial team left and started their second startup, Monday, soon in the same year. Monday was finally acquired by Yahoo!Kimo, becoming its EC business unit and together they built the EC empire of Taiwan.
The case provides readers with a notion of the prosperities and declines of Taiwan’s EC companies. Moreover, through analyzing the successful serial entrepreneurial experience, the KSF for SETs in Taiwan’s EC transaction industry will also be presented, which are: (1) Learning effects, (2) efficiency effects, (3) cooperation effects, (4) cultivating consumers' loyalties and habits, (5) streamlining business process, (6) understanding and creating the shopping experience, (7) advertising and promoting the store, (8) developing diverse products, and (9) security. Following these rules, a SET will have higher chance to succeed in Taiwan’s EC transaction industry.

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