sync e245 final presentation

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


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


Phase 1:Understanding the

Customer


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


SYNC: 1.BUSINESS MODEL

CustomerSegments

Value Propositions


Key Activities

Key Partners

Cost Structure

Revenue Streams



Self service

Customer support

Web

Direct sales





Subscription

Gifts

Licensing

DesignMarketing


Amazon

GDS/ITA

IT infra


Personnel

IT

Confident

Don’t know

Unsure


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


The Want


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


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


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


http://theperfectcharlie.com/

http://theperfectcharlie.com/

http://realtimemg.com/

http://realtimemg.com/

Phase II:Generating demand


CustomerSegments

Value Propositions


Key Activities

Key Partners

Cost Structure

Revenue Streams


Self service

Web


Subscription

DesignMarketing

AWS

GDS/ITA

IT infra


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


What We Did: Web Prototyping and Demand Creation


What We Did: Landing Page + Web App


4 day progress report

What We Found: People are interested & referring us

Overall Signup progress

31 filled 5-min survey

1258

136

10.8%


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


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


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


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


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


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


Phase III:MVP


Micro-updates in Action

Location

Activity

Mood


It’s Demo Time


MVP distribution

App Store?

Long way


Shortcut

Testflight


1614

12

810

2

Same locationLong-distanceRegistered

on TestFlight

Installed Sync

Came back

User Behavior


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”


Survey Data (7 users)

• 5 Long-distance, 2 Same Location

• 2 Complaints about Visual Design



• 5 Long-distance, 2 Same Location

• 2 Complaints about Visual Design

• Were Push Notifications helpful?

7 0



Do you want to continue using Sync?



7 0

Do you want to continue using Sync?


What We FoundFree > Premium

Premium1

Free2


CustomerSegments

Value Propositions


Key Activities

Key Partners

Cost Structure

Revenue Streams

Couples (P)


Freemium Lead generation

DesignMarketing

App Stores

IT infrastructure


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


SYNC: VII. BUSINESS MODEL

AWS

GDS/ITA

Direct sale

Web

Custom Gifts

Travel/date/trip recommendations


CustomerSegments

Value Propositions


Key Activities

Key Partners

Cost Structure

Revenue Streams

Couples (P)



DesignMarketing

App Stores

IT infrastructure


Personnel

IT

Mobile


Private Space


Confident

Don’t know

Unsure

Couples (E)

Mobile advertising

Web sponsored st.

Blogs/dating Sites





AWS

GDS/ITA

Direct sale

Web

Custom Gifts



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


Not yet...

It this viable?

We see the need, but need to continue working on the solution...

Now what?


SYNC: 1.BUSINESS MODEL

CustomerSegments

Value Propositions


Key Activities

Key Partners

Cost Structure

Revenue Streams


Self service

Web




Subscription

Gifts

DesignMarketing


Amazon

GDS/ITA

IT infra


Personnel

IT

Confident

Don’t know

Unsure


Customer support


Direct sales

Licensing


CustomerSegments

Value Propositions


Key Activities

Key Partners

Cost Structure

Revenue Streams


Self service

Web


Tailored services (Virtual Dates, Gifts, Timeline)

Subscription

Gifts

DesignMarketing

AWS

GDS/ITA

IT infra


Personnel

IT

Mobile

One-to-one private space

Virtual Goods


Meaningful updates(Easily and frequently share trivial things)

App Stores Connect their different Worlds

Schedule trips and time for each other


SYNC: II. BUSINESS MODELConfident

Don’t know

Unsure


Customer support


Direct sales


CustomerSegments

Value Propositions


Key Activities

Key Partners

Cost Structure

Revenue Streams


Self service

Web


Subscription

DesignMarketing

AWS

GDS/ITA

IT infra


Personnel

IT

Mobile


App Stores





SYNC: III. BUSINESS MODELConfident

Don’t know

Unsure

Direct sale

Lead generation



CustomerSegments

Value Propositions


Key Activities

Key Partners

Cost Structure

Revenue Streams


Self service

Web


Subscription

DesignMarketing

AWS

GDS/ITA

IT infra


Personnel

IT

Mobile


App Stores





SYNC: IV. BUSINESS MODELConfident

Don’t know

Unsure

Direct sale

Lead generation



CustomerSegments

Value Propositions


Key Activities

Key Partners

Cost Structure

Revenue Streams


Self service

Web


Subscription

DesignMarketing

AWS

GDS/ITA

IT infra


Personnel

IT

Mobile


App Stores



SYNC: V. BUSINESS MODELConfident

Don’t know

Unsure



Direct sale

Lead generation

NO CHANGE


CustomerSegments

Value Propositions


Key Activities

Key Partners

Cost Structure

Revenue Streams

Couples in distance OR commuting relationships

Self service


Subscription

Lead generation

DesignMarketing

AWS

GDS/ITA

IT infrastructure


Personnel

IT

Mobile





Direct sale

Web

1-click microupdatesApp stores

SYNC: VI. BUSINESS MODEL


CustomerSegments

Value Propositions


Key Activities

Key Partners

Cost Structure

Revenue Streams

Couples in distance OR commuting relationships

Self service


Subscription

Lead generation

DesignMarketing

AWS

GDS/ITA

IT infrastructure


Personnel

IT

Mobile





Direct sale

Web

1-click microupdatesApp stores

Confident

Don’t know

UnsureSYNC: VI. BUSINESS MODEL


CustomerSegments

Value Propositions


Key Activities

Key Partners

Cost Structure

Revenue Streams

Couples (P)



DesignMarketing

App Stores

IT infrastructure


Personnel

IT

Mobile


Private Space


Couples (E)

Mobile advertising

Web sponsored st.

Blogs/dating Sites





AWS

GDS/ITA

Direct sale

Web

Custom Gifts



CustomerSegments

Value Propositions


Key Activities

Key Partners

Cost Structure

Revenue Streams

Couples (P)



DesignMarketing

App Stores

IT infrastructure


Personnel

IT

Mobile


Private Space


Confident

Don’t know

Unsure

Couples (E)

Mobile advertising

Web sponsored st.

Blogs/dating Sites





AWS

GDS/ITA

Direct sale

Web

Custom Gifts



CustomerSegments

Value Propositions


Key Activities

Key Partners

Cost Structure

Revenue Streams

Couples (P)



DesignMarketing

App Stores

IT infrastructure


Personnel

IT

Mobile


Private Space


Couples (E)

Mobile advertising

Web sponsored st.

Blogs/dating Sites




SYNC: VIII. BUSINESS MODEL

Direct sale


CustomerSegments

Value Propositions


Key Activities

Key Partners

Cost Structure

Revenue Streams

Couples (P)



DesignMarketing

App Stores

IT infrastructure


Personnel

IT

Mobile


Private Space


Confident

Don’t know

Unsure

Couples (E)

Mobile advertising

Web sponsored st.

Blogs/dating Sites




SYNC: VIII. BUSINESS MODEL

Direct sale


sync e245 final presentation

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