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Cartogram: Internet Startup Final Presentation
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Cartogram Discover your hood. Car ● to● gram: n., a map which has a stylized theme Building Internet Startups 34201 Eric Lefkofsky and Brad Keywell Casey Winters [email protected] 1
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For Brad Keywell and Eric Lefkofsky's Building Internet Startups class at the University of Chicago, each student was asked to build a 5-10 page presentation for a new startup idea. Out of the 100 students in the class, seven were selected to be presented in front of the class. Mine was one of the seven chosen.
Transcript of Cartogram: Internet Startup Final Presentation
CartogramDiscover your hood.
Car ● to● gram: n., a map which has a stylized theme
Building Internet Startups 34201 Eric Lefkofsky and Brad Keywell
Casey [email protected]
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Most of your time is spent within one mile of home, but…No resource is dedicated to helping understand the area right around you
“Hey, I’m going to be in your neck of the woods. Let’s meet up some place.”
“Cool. Where do you want to go?”
“You pick a place.”
*searches through 40 Yelp listings, gives up* “Uh, just swing by and we’ll figure something out.”
The scenario…
The problem…
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a hyperlocal guide to what is around where you live, work or play, powered by your local neighbors
Detect location: Bucktown
Search for something specific : “wine bar”
Receive suggestions based on what locals like: Webster’s Wine Bar The Bristol
Find a new fave:Tiffany marked Webster’s as “cozy, great wine, inexpensive”
The big idea…
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There’s value for local businesses to access potential customers that live near them
• What local establishments want are customers that will come back again and again
• The most likely people to do that are those who live very close to the establishment
• That local audience is transient, turning over every two years
• Local businesses are willing to pay for access to people who could become regular customers
• API data also could be sold to travel and real estate sites
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Cartogram is different from other local offerings
• It’s easy to contribute by just liking or tagging a place•Maps are fun to interact with and easy to share• Auto-generated thematic maps using all user data like “best margaritas in
Wicker Park” great for search engines and link bait• Personalized content created automatically without a ton of effort by the user
• Become experts by contributing most content• Leader boards create competition for expert status•Most active neighborhoods rewarded with parties and other experiences, not
badges
• Recommendations based on neighborhood instead of city-wide•More relevant rankings from neighbors, not tourists or wannabe critics• Tagging creates very granular recommendations such as “great pinot selection”
Recommendations more relevant:
Gaming elements more valuable:
Site usage more social:
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Cartogram takes advantage of mobile and web consumer habits
Web VersionMobile Apps
•The web is still required to fuel content creation and curation•Much easier to develop community among users•Will be the main resource for planned exploration
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•Encourages on the go and impromptu exploration•Helps discover places between work and home•On the spot ratings are more relevant
Users level up and unlock features based on engagement
Neighborhood Experts in Bucktown
• Interacting with site automatically builds stylized maps of a user’s favorite places called cartograms•Easily shared through social and mobile channels•Distorted with different themes for personal
expression
Tiffany L. (86 points)Female, 28
Robert M. (74 points)Male, 31
Dustin G. (67 points)Male, 29
•Neighborhood leader boards create competition and gaming elements•Expert opinions count more in rankings•Experts receive moderator-like privileges
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Tiffany is an expert in 6 neighborhoods:Check out her favorite places!
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Launching new neighborhoods one at a time builds an incredible product at launch
Detect location of users
“We haven’t mapped this area yet. Let us drop you a line when we launch here. While you’re here, also let us know what we should check out.”
Email Address Hood Name Favorite Restaurant Favorite Hangout(Collect email addresses for launch email list)
(Verify location and categorize emails)
(Build info about neighborhood passively so we launch with great data about neighborhood)
Once we collect certain number of emails in a new neighborhood, pull in data from various local API’s to develop initial search results and content.
Email all users that signed up in that neighborhood as well as everyone in adjacent neighborhoods to launch neighborhood.
Send to friends?
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(Get friends involved to share your picks and get adoption faster)
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Then email weekly with neighborhood updates to keep people engaged. 5.
One Man Mapping Crew
Casey WintersOnline & Interactive Marketing Director at GrubHub
•6 years of experience in local marketing, search engine strategy, direct marketing and product development•Previous stints at Apartments.com and Homefinder.com•Big fan of Dr. Pepper
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