sync e245 final presentation
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Final Presentation for E245 Winter 2012
Total Expert Interactions: 10
Total Interviewed: 74
Total Survey: 103
Tuesday, March 6, 12
We’re simplifying communication and intimately connecting couples’ lives for healthier relationships
Service Obtainable Market: ~330MTuesday, March 6, 12
SYNCHealthier Relationships
The Team
Stacy Johnson•MBA1 at GSB•B.S. in Computer Science from RPI•Software Engr for 4yrs at Cisco •Role: Tester, Prototyper
Sandhya Hegde•MBA1, GSB•Sequoia Capital•EE, IIT Bombay•Role: UI Design, Demand Generation, Tester, Interviewer
Daniel Strazzulla•CS/HCI Masters•IBM, Apple•Role:Developer, Design, Tester
Elie Noune•EE, Music Tech•Apple •Role: Need finder, Interviewer, iOS Engineer, Tester
Tuesday, March 6, 12
Our Journey
Jan 17
•We will sell a WEB APP to distance couples & companies they work for
•Not learning
Feb 21
Happiness quotient
Jan 31
•1-click Microupdates over MOBILE
• We will monetize dates, TRAVEL, LEADs
• Army?
• We can’t find ppl to pay for virtual gifts/dates
• B2B won’t work• ~$13 CLV • Web won’t work
• 24% testers willing to pay for travel recs
• Mobile apps to distance couples
• 1-click microupdates might be MVP
Feb 7
•Mobile App•Target all Couples
•24.6% web conversion rate
Feb 28
Jan 24
• Good, couples don’t talk on Facebook
•We will monetize virtual gifts, dates
• Prototype?
•10-11% web conversion rate
Feb 14
•Freemium•Mobile tests
Mar 5
• Web App
•Strong demand by LDRs•All couples liked free version
Tuesday, March 6, 12
Phase 1:Understanding the
Customer
Tuesday, March 6, 12
SYNC: INITIAL BUSINESS MODEL CANVAS
CustomerSegments
Value Propositions
Customer Relationships
Key Activities
Key Partners
Cost Structure
Revenue Streams
College/graduate students in long distance relationships
Enterprises with large commuting employee base
Self service
Customer support
Web
Direct sales
ChannelsKey Resources
One-to-one private space for sharing all media and messages
Tailored services (Dates, Gifts and, Memories..) for ahealthy relationship
White label tool to improve employee retention
Subscription
Gifts
Licensing
DesignMarketing
CustomizationIntegration
Amazon
GDS/ITA
IT infra
Engineers, Designers
Personnel
IT
Confident
Don’t know
Unsure
Tuesday, March 6, 12
SYNC: 1.BUSINESS MODEL
CustomerSegments
Value Propositions
Customer Relationships
Key Activities
Key Partners
Cost Structure
Revenue Streams
College/graduate students in long distance relationships
Enterprises with large commuting employee base
Self service
Customer support
Web
Direct sales
ChannelsKey Resources
One-to-one private space for sharing all media and messages
Tailored services (Dates, Gifts and, Memories..) for ahealthy relationship
White label tool to improve employee retention
Subscription
Gifts
Licensing
DesignMarketing
CustomizationIntegration
Amazon
GDS/ITA
IT infra
Engineers, Designers
Personnel
IT
Confident
Don’t know
Unsure
Tuesday, March 6, 12
Everything is an effortPost-poning couple time
Planning the next visit
Don’t communicate trivial things
Send each other things through email/text
Living different lives
Laugh less
Multitasking
Missing out
Disconnected
Lonely Left aside
Frustrated
Many short call throughout day
I’m busy
The Problem
Tuesday, March 6, 12
The Want
Tuesday, March 6, 12
Hypothesis
LDR couples want to communicate in a
private space
Hypothesis - Privacy & Virtual
Tests
49 Surveys + 12 30+ minute interviews
LDR couples would pay to send virtual gifts to each other
Tuesday, March 6, 12
Hypothesis
Yes to Privacy, No to Virtual
Result
22%
78%
No Yes
...Current behavior != Virtual ...
Only 26% have used
LDR couples want to communicate in a
private space
Couples who use Facebook
LDR couples would pay to send virtual gifts to each other
49 Surveys + 12 30+ minute interviews
Tuesday, March 6, 12
NO
YES
YES NO
Have Money
Have Time
* Mid-20s to Mid-40s * Working Professionals * Frequent TravelerSource for picture: http://theperfectcharlie.com
* Teens to Mid-30s * College Students
Source for picture: http://realtimemg.com
Customer Archetype
Tuesday, March 6, 12
Phase II:Generating demand
Tuesday, March 6, 12
CustomerSegments
Value Propositions
Customer Relationships
Key Activities
Key Partners
Cost Structure
Revenue Streams
College/graduate students in long distance relationships
Self service
Web
ChannelsKey Resources
Subscription
DesignMarketing
AWS
GDS/ITA
IT infra
Engineers, Designers
Personnel
IT
Mobile
Custom GiftsCustomer Acquisition
App Stores
Manufacturers/retailers of gifting items (flowers, chocolates)
Travel recommendations
Single-click sharing in a private space
Virtual dates and custom gifts
SYNC: IV. BUSINESS MODELConfident
Don’t know
Unsure
Direct sale
Lead generation
High conversion leads
Tuesday, March 6, 12
What We Did: Web Prototyping and Demand Creation
Tuesday, March 6, 12
What We Did: Landing Page + Web App
Tuesday, March 6, 12
4 day progress report
What We Found: People are interested & referring us
Overall Signup progress
31 filled 5-min survey
1258
136
10.8%
Tuesday, March 6, 12
Hypothesis: Women-in-relationships are likelier to click through, irrespective of distance status
Tested for $30 Facebook click through & conversion from FB impressions
Demand generation testWhat we did: Targeted women, all couples
Ad-1
Ad-4
Ad-3
Ad-2
Tuesday, March 6, 12
Funnel: “Couples” campaign
Demand generation testWhat we found: Clicks, no web app usage
$ 29.7 this week
304,286 impressions
122 uniques85 new
30 sign-up clicks
0.01 c
0.35 c/new
0.99 c
Tuesday, March 6, 12
Funnel: “Couples” campaign
Demand generation testWhat we found: Clicks, no web app usage
$ 29.7 this week
304,286 impressions
122 uniques85 new
30 sign-up clicks
0.01 c
0.35 c/new
0.99 c24.6% conversion
but one used web app
Tuesday, March 6, 12
Customer Archetypes: Distance is both physical and emotional
What We Found: different distance types
0.01 c
0.35 c/new
0.99 c
Emot
iona
l
Physical
NO YES
NO
YESbusy co-located couples
committed long distance couples
Tuesday, March 6, 12
Customer Archetypes: Distance is both physical and emotional
What We Found: different distance types
0.01 c
0.35 c/new
0.99 c
Emot
iona
l
Physical
NO YES
NO
YESbusy co-located couples
committed long distance couples
Tuesday, March 6, 12
Marketing Partners
TRAVELDATING Sites & Blogs
HOTELS CORP.
United Match.com Starwood Consulting
Expedia, Kayak
eHarmony Marriott Airlines
JetBlue OkCupid.com Sheraton Sales
What We Did: Tested Travel Component
10%
24%
66%
Not Pay$ 5-10$ 1-5
Test ResultsWould be fun and useful...won’t pay
Spend a lot on travel - avg ~ $3100/yr
Tuesday, March 6, 12
Travel business model not feasible due to poor click through rate over mobile
Partner, revenueWhat We Learnt: Gifts, not travel
6-9% of salesAvg sale > $30
Expedia/Travelocity
1-800-Flowers(and competition)
Partner Example Type/Canvas Takeaway Feasible?
Affiliate Poor/No click through rates would get us kicked out!
Other Top “Gift” Categories:Electronics, Candy, Wine
Customer
Customer Karma model? TBD
Tuesday, March 6, 12
Phase III:MVP
Tuesday, March 6, 12
Micro-updates in Action
Location
Activity
Mood
Tuesday, March 6, 12
It’s Demo Time
Tuesday, March 6, 12
Tuesday, March 6, 12
MVP distribution
App Store?
Long way
Tuesday, March 6, 12
Shortcut
Testflight
Tuesday, March 6, 12
1614
12
810
2
Same locationLong-distanceRegistered
on TestFlight
Installed Sync
Came back
User Behavior
Tuesday, March 6, 12
User Interviews (5)2 Long-distance, 3 Same Location
“The one-to-one idea is awesome!”
“Same effort as texting, could you make it automatic?”
“I definitely want to know that information”
Tuesday, March 6, 12
Survey Data (7 users)
• 5 Long-distance, 2 Same Location
• 2 Complaints about Visual Design
Tuesday, March 6, 12
Survey Data (7 users)
• 5 Long-distance, 2 Same Location
• 2 Complaints about Visual Design
• Were Push Notifications helpful?
7 0
Tuesday, March 6, 12
Survey Data (7 users)
Do you want to continue using Sync?
Tuesday, March 6, 12
Survey Data (7 users)
7 0
Do you want to continue using Sync?
Tuesday, March 6, 12
What We FoundFree > Premium
Premium1
Free2
Tuesday, March 6, 12
CustomerSegments
Value Propositions
Customer Relationships
Key Activities
Key Partners
Cost Structure
Revenue Streams
Couples (P)
ChannelsKey Resources
Freemium Lead generation
DesignMarketing
App Stores
IT infrastructure
Engineers, Designers
Personnel
IT
Mobile
Customer Acquisition
Private Space
1-click microupdates
Couples (E)
Mobile advertising
Web sponsored st.
Blogs/dating Sites
Self servicePremium services
Flowers/ Candy Gift sites
High conversion leads
SYNC: VII. BUSINESS MODEL
AWS
GDS/ITA
Direct sale
Web
Custom Gifts
Travel/date/trip recommendations
Tuesday, March 6, 12
CustomerSegments
Value Propositions
Customer Relationships
Key Activities
Key Partners
Cost Structure
Revenue Streams
Couples (P)
ChannelsKey Resources
Freemium Lead generation
DesignMarketing
App Stores
IT infrastructure
Engineers, Designers
Personnel
IT
Mobile
Customer Acquisition
Private Space
1-click microupdates
Confident
Don’t know
Unsure
Couples (E)
Mobile advertising
Web sponsored st.
Blogs/dating Sites
Self servicePremium services
Flowers/ Candy Gift sites
High conversion leads
SYNC: VII. BUSINESS MODEL
AWS
GDS/ITA
Direct sale
Web
Custom Gifts
Travel/date/trip recommendations
Tuesday, March 6, 12
Cheap hacks vs. Product
Build MVP for whatever your vision is ASAP
To get “good” result you need GOOD TESTS
Talk to our TARGET CUSTOMER & Put things in
customer’s hand
COMPETITION - not an empty space
Problem != PAYING CUSTOMER
Summary of Key Learnings
Tuesday, March 6, 12
Not yet...
It this viable?
We see the need, but need to continue working on the solution...
Now what?
Tuesday, March 6, 12
SYNC: 1.BUSINESS MODEL
CustomerSegments
Value Propositions
Customer Relationships
Key Activities
Key Partners
Cost Structure
Revenue Streams
College/graduate students in long distance relationships
Self service
Web
ChannelsKey Resources
One-to-one private space for sharing all media and messages
Tailored services (Dates, Gifts and, Memories..) for ahealthy relationship
Subscription
Gifts
DesignMarketing
CustomizationIntegration
Amazon
GDS/ITA
IT infra
Engineers, Designers
Personnel
IT
Confident
Don’t know
Unsure
Enterprises with large commuting employee base
Customer support
White label tool to improve employee retention
Direct sales
Licensing
Tuesday, March 6, 12
CustomerSegments
Value Propositions
Customer Relationships
Key Activities
Key Partners
Cost Structure
Revenue Streams
College/graduate students in long distance relationships
Self service
Web
ChannelsKey Resources
Tailored services (Virtual Dates, Gifts, Timeline)
Subscription
Gifts
DesignMarketing
AWS
GDS/ITA
IT infra
Engineers, Designers
Personnel
IT
Mobile
One-to-one private space
Virtual Goods
Customer Acquisition
Meaningful updates(Easily and frequently share trivial things)
App Stores Connect their different Worlds
Schedule trips and time for each other
CustomizationIntegration
SYNC: II. BUSINESS MODELConfident
Don’t know
Unsure
Enterprises with large commuting employee base
Customer support
White label tool to improve employee retention
Direct sales
Tuesday, March 6, 12
CustomerSegments
Value Propositions
Customer Relationships
Key Activities
Key Partners
Cost Structure
Revenue Streams
College/graduate students in long distance relationships
Self service
Web
ChannelsKey Resources
Subscription
DesignMarketing
AWS
GDS/ITA
IT infra
Engineers, Designers
Personnel
IT
Mobile
Custom GiftsCustomer Acquisition
App Stores
Manufacturers/retailers of gifting items (flowers, chocolates)
Travel recommendations
Single-click sharing in a private space
Virtual dates and custom gifts
SYNC: III. BUSINESS MODELConfident
Don’t know
Unsure
Direct sale
Lead generation
High conversion leads
Tuesday, March 6, 12
CustomerSegments
Value Propositions
Customer Relationships
Key Activities
Key Partners
Cost Structure
Revenue Streams
College/graduate students in long distance relationships
Self service
Web
ChannelsKey Resources
Subscription
DesignMarketing
AWS
GDS/ITA
IT infra
Engineers, Designers
Personnel
IT
Mobile
Custom GiftsCustomer Acquisition
App Stores
Manufacturers/retailers of gifting items (flowers, chocolates)
Travel recommendations
Single-click sharing in a private space
Virtual dates and custom gifts
SYNC: IV. BUSINESS MODELConfident
Don’t know
Unsure
Direct sale
Lead generation
High conversion leads
Tuesday, March 6, 12
CustomerSegments
Value Propositions
Customer Relationships
Key Activities
Key Partners
Cost Structure
Revenue Streams
College/graduate students in long distance relationships
Self service
Web
ChannelsKey Resources
Subscription
DesignMarketing
AWS
GDS/ITA
IT infra
Engineers, Designers
Personnel
IT
Mobile
Custom GiftsCustomer Acquisition
App Stores
Manufacturers/retailers of gifting items (flowers, chocolates)
Single-click sharing in a private space
SYNC: V. BUSINESS MODELConfident
Don’t know
Unsure
High conversion leads
Travel recommendations
Direct sale
Lead generation
NO CHANGE
Tuesday, March 6, 12
CustomerSegments
Value Propositions
Customer Relationships
Key Activities
Key Partners
Cost Structure
Revenue Streams
Couples in distance OR commuting relationships
Self service
ChannelsKey Resources
Subscription
Lead generation
DesignMarketing
AWS
GDS/ITA
IT infrastructure
Engineers, Designers
Personnel
IT
Mobile
Custom GiftsCustomer Acquisition
Travel/date/trip recommendations
Manufacturers/retailers of gifting items (flowers, chocolates)
High conversion leads
Direct sale
Web
1-click microupdatesApp stores
SYNC: VI. BUSINESS MODEL
Tuesday, March 6, 12
CustomerSegments
Value Propositions
Customer Relationships
Key Activities
Key Partners
Cost Structure
Revenue Streams
Couples in distance OR commuting relationships
Self service
ChannelsKey Resources
Subscription
Lead generation
DesignMarketing
AWS
GDS/ITA
IT infrastructure
Engineers, Designers
Personnel
IT
Mobile
Custom GiftsCustomer Acquisition
Travel/date/trip recommendations
Manufacturers/retailers of gifting items (flowers, chocolates)
High conversion leads
Direct sale
Web
1-click microupdatesApp stores
Confident
Don’t know
UnsureSYNC: VI. BUSINESS MODEL
Tuesday, March 6, 12
CustomerSegments
Value Propositions
Customer Relationships
Key Activities
Key Partners
Cost Structure
Revenue Streams
Couples (P)
ChannelsKey Resources
Freemium Lead generation
DesignMarketing
App Stores
IT infrastructure
Engineers, Designers
Personnel
IT
Mobile
Customer Acquisition
Private Space
1-click microupdates
Couples (E)
Mobile advertising
Web sponsored st.
Blogs/dating Sites
Self servicePremium services
Flowers/ Candy Gift sites
High conversion leads
SYNC: VII. BUSINESS MODEL
AWS
GDS/ITA
Direct sale
Web
Custom Gifts
Travel/date/trip recommendations
Tuesday, March 6, 12
CustomerSegments
Value Propositions
Customer Relationships
Key Activities
Key Partners
Cost Structure
Revenue Streams
Couples (P)
ChannelsKey Resources
Freemium Lead generation
DesignMarketing
App Stores
IT infrastructure
Engineers, Designers
Personnel
IT
Mobile
Customer Acquisition
Private Space
1-click microupdates
Confident
Don’t know
Unsure
Couples (E)
Mobile advertising
Web sponsored st.
Blogs/dating Sites
Self servicePremium services
Flowers/ Candy Gift sites
High conversion leads
SYNC: VII. BUSINESS MODEL
AWS
GDS/ITA
Direct sale
Web
Custom Gifts
Travel/date/trip recommendations
Tuesday, March 6, 12
CustomerSegments
Value Propositions
Customer Relationships
Key Activities
Key Partners
Cost Structure
Revenue Streams
Couples (P)
ChannelsKey Resources
Freemium Lead generation
DesignMarketing
App Stores
IT infrastructure
Engineers, Designers
Personnel
IT
Mobile
Customer Acquisition
Private Space
1-click microupdates
Couples (E)
Mobile advertising
Web sponsored st.
Blogs/dating Sites
Self servicePremium services
Flowers/ Candy Gift sites
High conversion leads
SYNC: VIII. BUSINESS MODEL
Direct sale
Tuesday, March 6, 12
CustomerSegments
Value Propositions
Customer Relationships
Key Activities
Key Partners
Cost Structure
Revenue Streams
Couples (P)
ChannelsKey Resources
Freemium Lead generation
DesignMarketing
App Stores
IT infrastructure
Engineers, Designers
Personnel
IT
Mobile
Customer Acquisition
Private Space
1-click microupdates
Confident
Don’t know
Unsure
Couples (E)
Mobile advertising
Web sponsored st.
Blogs/dating Sites
Self servicePremium services
Flowers/ Candy Gift sites
High conversion leads
SYNC: VIII. BUSINESS MODEL
Direct sale
Tuesday, March 6, 12
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