Business Portfolio Chelsea Liao
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Transcript of Business Portfolio Chelsea Liao
Table of Contents
1. NBC Telemundo Wireless Strategic Partnership
2. $200K Entrepreneurs Challenge Venture Pitch
3. Chineasy Product Launch Strategy 4. Huffington Post International Brand
Presentation
NBC Telemundo Wireless Strategic Partnerships
1.
OPPORTUNITIES & TRENDS
Traditional pricing strategies are on the decline
Switchers make up a greater percentage of the market
Mobile Devices are valued for their multi-purpose
function
Development of Wi-Fi alongside traditional cellular infrastructure will add pressure to offer more for less
Hispanics may be more receptive than non-Hispanics
to add-on services due to higher average monthly
service bills
Hispanics subscribe to a larger variety of mobile network
providers than non-Hispanics
By 2017, Hispanics will purchase 1 out of every 5 smartphone/tablet**
Hispanics are 1.5x more likely to buy mobile apps and digital
media than non-Hispanics*
(Source: Mintel Report: Mobile Network Providers – US – March 2015) (Sources: *Center for Hispanic Leadership Report **thinkwithGoogle)
There is an opportunity to attract switchers and increase wireless customer bases. Hispanics embody these trends and beyond.
Hispanic Trends
Market Opportunities
HISPANIC VS. NON HISPANIC WIRELESS PROFILE
Hispanic Non-Hispanic
Median Age 36 42
Population Trends Younger
(49% are 35 or under)
Older (45% are 45 or
over)
Fundamentally Mobile (can’t imagine life without a cell phone and is central to everyday life)
39% 22%
Mobile First 29% 9%
(Sources: Simmons Mobile Quick Report. ComScore Data-Mine Insights)
(Sources: Simmons Fall NHCS Adult Study 12-Month Study 4/22/15, TechCrunch)
USAGE AMONGST HISPANICS
68% of Hispanics are more likely than non-Hispanics to
agree that their mobile phone is an expression of themselves
Hispanics send or receive 941 SMS per month and 13 Calls per day – 40% more
than the average user
2 out of 3 Hispanics say phones are a significant source of entertainment
(160 index vs NH)
Hispanics are 20% more likely than non-Hispanics to have played games or
used music apps in the last 30 days
68%
2 in 3
Hispanics are mobile reliant and are deeply engaged in mobile activity
THE HISPANIC MILLENNIAL
4 out of 5 Are smart phone users and view mobile as their primary interface
40%
Of Hispanic millennial internet users consume media equally in Spanish and English
(Sources: ComScore Data-Mine Insights, Mintel Report Hispanic Millennials – US – February 2015)
Tech-savvy & mobile-first
PATH TO PURCHASE
Demand Interests
Purchase Factors
Retention
Hispanic consumers want the latest technologies and plans that will give them more for less
34%
30%
144 index
Hispanics are more likely to be
interested in bundled
communication services (144 index
vs NH)
Of Hispanics are more likely than NH to have
a no contract plan
Hispanics prefer carriers that offer the
latest technology (140 index vs NH)
140 index
Hispanics over index in preference for
providers that offer plans with high value
and low cost (120 index vs NH)
120 index
Hispanics are 30% more likely than non-Hispanics to switch
carriers due to desire for better quality
service
(Source: Simmons Fall NHCS Adult Study 12-Month Study 4/22/15)
(Source: Simmons Fall NHCS Adult Study 12-Month Study 4/21/15)
WIRELESS USER ADVERTISING INSIGHTS
41% of Hispanics are more likely than NH to buy a brand name product over
competitor when they recognize it from TV shows
41%
32% of Hispanics have stronger impressions of advertised products while shopping (111 index vs NH)
32%
32% of Hispanics find TV ads interesting and a source of conversation (133 index vs
NH) 32%
Hispanic wireless users enjoy advertising and retain stronger product impressions
(Sources: Mintel Report Hispanic Consumers and Online Shopping – US –May 2014, Harvard Business Review, thinkwithGoogle)
MARKETING IN SPANISH
Create brand content that conveys Hispanic culture and Hispanics will value the effort
Refrain from using auto-translate to convert English
content to Spanish
49%
31%
38%
18%
0% 20% 40% 60%
General Recall
Brand Recall
Wireless Ads Types that Resonate
English Language Spanish Original
Example: Collaboration between ATT&T and Vice “Spanglish”
Mobile Movement spot
55% of Hispanics would like to see a wider array of Hispanic/Latino
representation in ads
Update website constantly & consider a
customized domain
Source: Lake5Media MRI/NPM Fusion based off comps Base = A18-49 Hispanics
WHY TELEMUNDO? Telemundo’s viewers spend more and has a higher propensity to spend.
24%
38%
22%
9%
18%
34%
14%
6%
0%
5%
10%
15%
20%
25%
30%
35%
40%
$1 - $49 $75 - $99 $100 - $199 $200+
Hispanic Average Monthly Bill Telemundo
Univision
132 index
111 index
156 index
147 index
Telemundo is
42% more likely than
Univision to deliver viewers that made mobile purchases in carrier-owned
stores
35%
38%
11%
27%
35%
8%
Monthly Plan with Contract
Monthly Plan with No
Contract
Prepaid
Hispanic Viewer Subscription Plans
138
index
103
index
196
index
Source: Lake5Media MRI/NPM Fusion based off comps Base = A18-49 Hispanics, *Simmons Fall NHCS Adult Study 12-Month Study 4/22/15
WHY TELEMUNDO?
What Viewers are saying: Telemundo vs Univision
Index
“I am a Mobile category Influential Consumer” 184
My family & friends often ask for and trust my advice on mobile” 122
“I agree a lot that my friendships would not be as close as they are without my cell phone”
123
“If I really want something, price is not the most important deciding factor.*” 124
“I try to keep up with developments in technology*” 110
Telemundo Viewers are:
Social Hubs
Tech-Savvy
Value Driven
Telemundo viewer are mobile reliant and have greater influence than Univision viewers
WIRELESS CATEGORY Within the wireless category, Telemundo viewers are loyal, high value consumers with a low acquisition cost
Hispanic Wireless
user
Flexibility & Freedom
Value-Driven Young
High Mobile Engagement
Tech Savvy Higher
Propensity to Spend
Category Influencers
High Value Low Cost
$200k Entrepreneurship Challenge Venture Pitch
2.
“For the urban gourmand and the ambitious chef, dinnertable offers a community of adventurous eaters seeking unique dining experiences by
inviting them to enjoy interesting conversation over delicious food in the comfort of a chef’s
home.”
d inne r t ab l e
People are seeking new ways to form
relationships & experiences
Frequently look for new restaurants
and food experiences
82%
Expressed high interest in trying new
foods outside of their comfort zone
73%
vs Quality
Price
Ranked “tasty food” as most
important
63% vs. 26%
Ranked “low price” as most important
Currently in New York City
Are head chefs that directly design and oversee the
restaurant kitchen
only 2%
Head Chefs
2%
Servers, Staff, & Entry Level cooks 65%
Potential dinnertable chefs 33%
are servers, staff & entry-level cooks
65%
people are working in the food industry
~300,000
A night of adventurous eating and fun conversation prepared for you by chef in his own home
Quality Community Experience
Pricing
dinnertable takes 20% transaction fee
By-the-course tasting dinner with 4-5 guests
$75/ave pp
Casualdinnerpartywith6-8guests
$27/ave pp
Tasting Menu Family Meal
Introducing our chefs
Prep chef at Bushwick’s Moko
Moko
Roots as a homecook
Specializes in Asian fusion & eastern
cuisine
“dinnertable seems to be an opportunity to
experiment with ingredients & recipes”
Sous chef of King Noodle, formerly of Traif in Williamsburg
Trained at the Institute of Culinary
Education in traditional French
technique
Well versed in French, Americana, &
Southeast Asian cuisine
“dinnertable is an
opportunity to develop new dishes &
eat together with friends
Alex
Shannon
Consumer Trends
840850860870880890900910
2013Q1 2013Q2 2013Q3 2013Q4 2014Q1 2014Q2 2014Q3 2014Q4 2015Q1 2015Q2 2015Q3
USFoodConsump-onExpediture2013-2015
Foodandbeveragespurchasedforoff-premisesconsumpFon
Foodandbeveragespurchasedforoff-premisesconsumpFon
79%eatoutmorethan1xperweek
81% expressed interest in
using dinnertable
81% expressed high willingness
to try dinnertable
40% found the concept of dinnertable extremely interesting
63% believed dinnertable will
be a fun and engaging
experience
Timeline & Milestones
u Websitedesignu BeginrecruiFngrosterofchefs
So:Launch-3months-
u InviteinfluenFalfiguresandbloggerstocollaborate&featureourservice
u Recruit3-5chefstobetatestservice
ProductDevelopment-3to4months-
OfficialProductLaunch
BreakevenPoint
u Maintain10chefstolaunchproductinNewYorkCityu InviteinfluenFalfiguresandbloggerstocollaborate&
featureourserviceu Recruit3-5chefstobetatestservice
MajorMilestoneu 40Chefscookingu Revenueat$6,000per
month
Y1Q1
Y1Q2
Y1Q4
Y4Q1
Y2Q4
u 100Chefscookingu Revenueat
$15,000permonth
Who sits at our dinnertable?
Elaine Choi
Edouard Fan
Lily Xu
Chelsea Liao• Finance Major, 2016
• Operations / IT
• Former Food Studies Concentration at NYU
• Server at King Noodle • Operations / Design
• Finance & Management Major, 2016
• Finance
• Marketing & Economics Major, Media Minor, 2016
• Marketing / Design
Chineasy Product Launch Strategy
3.
SocialMediaProductLaunchStrategy
SocialMediaPlaNormingStrategy(Current)
ShaoLan
@shaolan_hsueh
@ShaoLan_Hsueh
@ShaoLanChineasy
Chineasy
@hello_chineasy
@shaolanh
@hello_chineasy
SocialMediaPlaNormingStrategy(June2016)
@ShaoLanChineasy
@ShaoLanChineasy
CulturalEvangelism(ShaoLan)
@ShaoLan
@ShaoLan
@ShaoLan
@ShaoLan
Educa-on&EntertainmentProduct(Chineasy)
@Chineasy
@Chineasy
@Chineasy
@Chineasy
SocialMediaPlaNormingStrategy(Proposed–Future)
CulturalEvangelism(ShaoLan)
Educa-on&EntertainmentProduct(Chineasy)
@ShaoLanChineasy
@ShaoLanChineasy
@ShaoLan
@ShaoLan
@ShaoLan
@ShaoLan
@Chineasy
@Chineasy
@Chineasy
@Chineasy
SocialMediaCalendar(June2016)
Mon. Tue. Wed. Thurs. Fri. Sat. Sun.
Week1(5/30-6/5)Goal:ramp-upforTEDTalk
5/30MemorialDayTEDramp-upannouncement@ShaoLan
#transformaFontuesday@ShaoLan@ShaoLanChineasy
#womancrushwednesday@ShaoLan@ShaoLanChineasy
#throwbackthursdayPastTEDTalk@ShaoLan@ShaoLanChineasy
#featurefridayImage@ShaoLan@ShaoLanChineasy
Week2(6/6-6/12)Goal:CoveranddriveuserstoSnapStory
6/7Snapstorylaunch
6/8TEDTalk/ZodiacLaunch
PRRecirculaFonTEDTalk/Zodiac@ShaoLan@Chineasy@ShaolanChineasy
#featurefridayTEDTalk/Zodiac@ShaoLan@Chineasy@ShaolanChineasy
TEDTalk/Zodiac@ShaoLan@Chineasy
@ShaolanChineasy
TEDTalk/Zodiac@ShaoLan@Chineasy@ShaolanChineasy
Week3(6/13-6/19)Goal:ConvertTEDtraffictoZodiaccampaign
#moFvaFonmondaysZodiac@ShaoLan@Chineasy@ShaolanChineasy
#transformaFontuesdayZodiacVideo@ShaoLan@Chineasy@ShaolanChineasy
#wisdomwednesdayZodiacVideo@ShaoLan@Chineasy@ShaoLanChineasy
Zodiac@ShaoLan@Chineasy@ShaolanChineasy
Zodiac@ShaoLan@Chineasy@ShaolanChineasy
Zodiac@ShaoLan@Chineasy@ShaolanChineasy
Zodiac@ShaoLan@Chineasy@ShaolanChineasy
Week4(6/20-6/25)Goal:Setbrandvoice&presencemovingforward
#moFvaFonmondays@ShaoLan@ShaoLanChineasy
#wisdomwednesday@ShaoLan@Chineasy@ShaoLanChineasy
QR QR QRQR QR QR
QR
QR
Huffington Post International Brand Presentation
4.
W E L C O M E TO
I N F O R M . I N S P I R E . E N T E R TA I N . E M P O W E R .
HUFFPOST T H E S TO RY
2009 named by Time on 25 Best Blogs of the Year
2005 HuffPost is founded
2008 recognized for coverage US national elections and affecting discourse
2006 & 2007 named best US politics blog, as a source of conversation “beyond left and right”
Launched the first ever HuffPost Sleep section
2013 Rapidly expanded lifestyle content
2014 Became the
#1 Publisher on Facebook
Launched 2012 became first digital news site to receive Pulitzer
2015
HuffPost Highline
2010 pioneered industry-leading
2011 acquired by Aol
Began international expansion
1 5 E D I T I O N S .
2 0 0 M U N I Q U E V I S I TO R S .
186M UNIQUE VISITORS A C R O S S 1 5 G L O B A L E D I T I O N S …
Canada
United States
Quebec
Brazil
Mexico
United Kingdom
France
Spain
MaghrebMorocco
Algeria
Germany
Italy
Greece
Arabi
Australia
South Korea
India
China Japan
… I N F R O N T O F O V E R 6 0 % O F T H E W O R L D ’ S G D P
35
OUR MISSION I N F O R M . I N S P I R E . E N T E R TA I N . E M P O W E R .
E M P O W E R
H E L P I N G
PEOPLE LEAD THE
LIVES THEY WANT
E N T E RTA I N
HOME TO B O T H
T H E H I G H A N D T H E
L O W
I N S P I R E
A
SPOTLIGHT ON
W H AT ’ S W O R K I N G
AROUND THE
WORLD
I N F O R M
AWARD-WINING
JOURNALISM THAT LOOKS B E Y O N D
L E F T A N D R I G H T
36
36 36
S H A R I N G R E G I O N A L S O L U T I O N S TO C H A L L E N G E S A R O U N D T H E W O R L D ELEVATING WHAT’S WORKING
AT OUR CORE: HUFFPOST’S DNA W E A R E A G L O B A L T E C H & C O N T E N T C O M PA N Y B U I LT A R O U N D C O M M U N I T Y & E N G A G E M E N T
G L O B A L O P E R AT I O N C O M M U N I T Y & E N G A G E M E N T T E C H N O L O G Y & C O N T E N T
GLOBAL NEWSROOM
39
H I G H L I G H T I N G I M P O R TA N T V O I C E S A N D L O C A L V I E W S A C R O S S T H E G L O B E
AUTHENTIC PERSPECTIVES
O U R N E W S R O O M M O D E L Y I E L D S W I D E S P R E A D C O V E R A G E O F W O R L D N E W S E V E N T S
GLOBAL NEWS COVERAGE
Anne Sinclaire publishes “Morning of War” that is translated across every edition
A series of coordinated terrorist attacks occurred in Paris killing and injuring hundreds of people.
ParisAdacks-November2015
Vial video of pianist playing “imagine”, post-Paris attacks that united Parisians in a moment of peace. Spotted by French team an d featured across all 15 editions
ImaginePiano
Highlighting what’s working on a global level across all editions
Reac-onsfromaroundtheworld
GLOBAL TECH + CONTENT
42
GLOBAL CONTENT + TECHNOLOGY HAS ALLOWED US TO SCALE AS A LEAN OPERATION REACHING AN AUDIENCE OF 186M WORLDWIDE
186M G L O B A L U N I Q U E
V I S I T O R S
850 S T A F F W O R L D W I D E
111K B L O G G E R S W O R L D W I D E
1700+ S T O R I E S P U B L I S H E D P E R D A Y
58 S E C O N D S T O P U B L I S H I N G A N O T H E R P I E C E O F C O N T E N T
43
B R E A K I N G N E W S A C R O S S P L AT F O R M S W I T H M E D I U M S B E Y O N D T E X T VISUAL STORYTELLING
L O C A L V O I C E S O N A G L O B A L S C A L E F O S T E R I N G A W O R L D W I D E C O M M U N I T Y MULTIMEDIA EXPERIMENTATION
AUSTRALIA KENYA BRAZIL USA PAKISTAN
T H A N K Y O U
C O N V E R S AT I O N S S TA R T H E R E .
