Business Development Manager Assignment for Kunaal Arya

by Lucy Zhao, MIT Sloan School of Management, August 21, 2013

Building Meaningful Partnerships

Email Messaging

by Lucy Zhao, MIT Sloan School of Management, August 21, 2013Business Development Manager Assignment for Kunaal Arya

Cold email intended for game developers.

Assignment #1

Hi Lucy,

Your users love your games, so why not reward them with real rewards? Think free product samples, gift crds, mp3 downloads and much more. Kiip lets you reward your users for in-app moments that matter. Any in-app moment (e.g., level up, power up, or in-game purchase) can now have a reward.

Integrating with Kiip is easy, absolutely free, and we give you a cut of the revenue. So what are you waiting for? Start delighting your users today. 

Once you've integrated with Kiip, you'll see higher engagement from your users. If you're ready, skip ahead to our Developer Resources.  

The more you engage your users, the longer they'll spend on your app.

All the best,Brian

Brian WongCEO, Kiip

Email to Developers

Simple and direct language with powerful value proposition for developers.

Clear call to action to mobilize developers to check out Kiip. Note: .gif button was made in Photoshop CS6 and linked to kiip.me/developers

Animated gif captures attention and quickly illustrates what Kiip is all about. Note: .gif animation was made in Photoshop CS6 using Timeline

The value proposition is stated again and in more detail to draw interest. For those who need more information, they are directed to docs.kiip.me

Email header is simplified with a centered Kiip logo.Names are merged with developer email lists and addressed individually.

Personalization from the CEO increases trust and seriousness of the product offering.

Final statement closes the information loop and sums up the value of Kiip.

by Lucy Zhao, MIT Sloan School of Management, August 21, 2013Business Development Manager Assignment for Kunaal Arya

Hi Lucy,Your users love your games, so why not reward them with real rewards? Think, free product samples, gift crds, mp3 downloads and much more. Kiip lets you reward your users for in-app moments that matter. Every in-app moment (e.g., level up, power up, or in-game purchase) can now have a reward.

Integrating with Kiip is easy and absolutely free. So what are you waiting for? Start delighting your users today. 

Once you've integrated with Kiip, you'll see higher engagement from your users. You pay nothing because we charge brands per engagement and we'll even split the revenue with you. If you're ready, skip ahead to our Developer Resources.  

The more you engage your users, the longer they'll spend on your app.

All the best,Brian

Brian WongCEO, Kiip

A/B Subject Line Test

by Lucy Zhao, MIT Sloan School of Management, August 21, 2013Business Development Manager Assignment for Kunaal Arya

Hi Lucy,Your users love your games, so why not reward them with real rewards? Think, free product samples, gift crds, mp3 downloads and much more. Kiip lets you reward your users for in-app moments that matter. Every in-app moment (e.g., level up, power up, or in-game purchase) can now have a reward.

Integrating with Kiip is easy and absolutely free. So what are you waiting for? Start delighting your users today. 

Once you've integrated with Kiip, you'll see higher engagement from your users. You pay nothing because we charge brands per engagement and we'll even split the revenue with you. If you're ready, skip ahead to our Developer Resources.  

The more you engage your users, the longer they'll spend on your app.

All the best,Brian

Brian WongCEO, Kiip

The A/B Test was initiated with the intention of testing two subject lines as indicated. The content in both campaigns were identical. The discrepancy in the subject line is to gage which value proposition is more alluring to the developer.

Subject Line A proposes that Kiip allows the developer to reward their users with real prizes. While Subject Line B proposes that Kiip helps the developer boost user engagement.

Results will be collected and delivered on Thursday August 29th, 2013.

Subject Line A:“New Free Tool:

Reward your users with real-world prizes”

Subject Line B:“New Free Tool:

Reward your users to increase engagement”

A/B Split Test for Subject Line

Campaign Sent: Thursday, August 21st, 2013Intended Receiver: Game DeveloperNumber of Recipients: 18

Campaign Overview

by Lucy Zhao, MIT Sloan School of Management, August 21, 2013Business Development Manager Assignment for Kunaal Arya

Campaign Overview

by Lucy Zhao, MIT Sloan School of Management, August 21, 2013Business Development Manager Assignment for Kunaal Arya

A/B Test Results

by Lucy Zhao, MIT Sloan School of Management, August 21, 2013Business Development Manager Assignment for Kunaal Arya

Subject Line A:“New Free Tool: Reward your users with

real-world prizes”

Subject Line B:“New Free Tool: Reward your users to increase

engagement”

Landing Page Web Analytics

by Lucy Zhao, MIT Sloan School of Management, August 21, 2013Business Development Manager Assignment for Kunaal Arya

*Landing page: http://lucyzhao.com/kiip-interview-assignment/

Campaign was sent on Aug. 22 at 1:05pm EST

Returning users showed longest visit duration

Landing Page Visitor Flow

by Lucy Zhao, MIT Sloan School of Management, August 21, 2013Business Development Manager Assignment for Kunaal Arya

Most visitors dropped off after the landing page. Sites that had highest first interaction were the About, Resume, and Home pages.

Moments

by Lucy Zhao, MIT Sloan School of Management, August 21, 2013Business Development Manager Assignment for Kunaal Arya

Every moment can be rewarded.

Assignment #2

MomentsFood & Drink

Health & Fitness

Game - Multiplayer

Game - Single Player

by Lucy Zhao, MIT Sloan School of Management, August 21, 2013Business Development Manager Assignment for Kunaal Arya

Food & Drink: OpenTable

by Lucy Zhao, MIT Sloan School of Management, August 21, 2013Business Development Manager Assignment for Kunaal Arya

App Title: OpenTableDeveloper: OpenTable Inc.

Description: Make restaurant reservations – free, instant, confirmed! OpenTable is the only app that helps you book a table at more than 20,000 restaurants in the US and Canada. Plus, members can earn dining points to pay for meals at any OpenTable restaurant. (via iTunes)

User Base: Customer base of over 25,000 restaurants in the U.S., Canada, Germany, Japan, Mexico and the UK. More than 325 million diners have been seated via OpenTable. (via Crunchbase)

Kiip Benefits: Access to over 10 million out of 700 million annual moments of dining reservations in North America. OpenTable is also in operation in Japan, a key focus in the next year.

Growth: OpenTable is currently testing the ability for diners to pay for their dinners in-app using their mobile devices. OpenTable is also expanding world wide with operations in Canada, Germany, Japan, Mexico, and the United Kingdom.. (via The Next Web)

Health & Fitness: Strava

by Lucy Zhao, MIT Sloan School of Management, August 21, 2013Business Development Manager Assignment for Kunaal Arya

App Title: StravaDeveloper: Strava Inc.

Description: “The World’s Top 10 Most Innovative Companies in Fitness” -Fast CompanyTrack your runs with GPS, analyze your performance, join Challenges and see how you stack up against friends. (via iTunes)

Kiip Benefits: Fitness achievements are amongst the most gratifying and by rewarding those accomplishments, Kiip gets the added brand value of positive emotional association. Studies have also shown that Kiip rewards have shown a significant boost in user engagement, which is a great value proposition for potential partners. (via BusinessWire)

Growth: Fitness apps are on the boom. It’s estimated that by 2017, there will be 500 million health and fitness applications sold annually and two-thirds of those will be for activity tracking. (via PRWeb)

Game - Heads Up!

by Lucy Zhao, MIT Sloan School of Management, August 21, 2013Business Development Manager Assignment for Kunaal Arya

App Title: Heads Up!Developer: Warner Bros

Description: Heads Up! is the fun and hilarious new game that Ellen DeGeneres plays on her show -- and now you can play it with your friends! From naming celebrities, to singing, to silly accents -- guess the word on the card that’s on your head from your friends’ clues before the timer runs out! (via iTunes)

Kiip Benefits: Heads Up! is a live group game that involves multiple people interacting with the mobile device during the same session, therefore Kiip rewards will have an added reach when awarding accomplishments. Also making the game much more fun and competitive, which drives user engagement.

Growth: Since Heads Up! is played on a popular television show that averages 4 millions viewers per episode, Kiip will have extended reach into the US television demographic.

Game: High School Story

by Lucy Zhao, MIT Sloan School of Management, August 21, 2013Business Development Manager Assignment for Kunaal Arya

App Title: High School StoryDeveloper: Pixelberry Studios

Description: LIVE HIGH SCHOOL YOUR WAY! Play High School Story and create the school of your dreams, filled with all your friends. Throw parties, go on dates, and recruit jocks, nerds, cheerleaders, and MANY MORE classmates to unlock their stories! Plan a surprise birthday party, star in a fashion show, go on a wild spring break beach trip, and discover hundreds of other adventures! (via iTunes)

Kiip Benefits: High School Story is currently one of the most popular games that also features in-app purchases. Even though, recent popular games (i.e., Candy Crush) have quit advertisement all together, Kiip’s brand association can still be a large second revenue stream for early app developers.

Growth: High School Story currently features in-app purchases, which aligns with Kiip’s strategies.

Thank you.

by Lucy Zhao, MIT Sloan School of Management, August 21, 2013Business Development Manager Assignment for Kunaal Arya