Team c deja local 083112

Carolyn Simnett Julie Son Tyler MarciniakMichael Wang Christine Chen

Lean Launchpad Day 5August 31, 2012

We’ve talked to over 170 potential customersMonday: 15Tuesday: 51Wednesday: 64Thursday: 41

Like you live here.

Agenda

• The Business Model Canvas• Customer Segments• Competitive Analysis• Partnership Channels• Market and Revenue• DejaLocal Prototype• Summary, Next Steps

canvas evolution.

Curated “local” experiences


PersonalizedPersonalized

OptimizedOptimized

First time visitors wanting

local

First time visitors wanting

local

Returning Visitors to a

City

Returning Visitors to a

City

Asset Sale – App

Asset Sale – App

Ticket Aggregators

Ticket Aggregators Automated

PersonalizedAutomated

Personalized

CommunityCommunity

App StoreApp Store

WebsiteWebsite

HotelsHotels

AdWordsAdWords

EvangelistsEvangelists

Local Residents

Local Residents

Usage fee per

city

Usage fee per

city

Commissions on tickets


Variable Rev ShareVariable

Rev ShareFixed Cost Platform

Fixed Cost Platform

AttractionsAttractions

Local Experts (Community)Local Experts (Community)

DataData

Tech TalentTech Talent

Community Manager

Community Manager

CashCash

PlatformPlatform

Marketing + BDMarketing + BD

Community ManagementCommunity

Management

SERVICES

CHANNELS

RELATIONSHIPS CLIENTS

REVENUE STREAMS

COST CENTRES

KEYPARTNER

KEYRESOURCES

KEYACTIVITIES

Monday August 27, 2012

Asset Sale – App

Asset Sale – App




OptimizedOptimized

Returning visitors to a

City (w/o local friends)



Asset Sale – App

Asset Sale – App

Ticket Aggregators

Ticket Aggregators

Automated PersonalizedAutomated

Personalized

CommunityCommunity

App StoreApp Store

WebsiteWebsite

HotelsHotels


Usage fee per city

Usage fee per city



Fixed Cost Platform

Fixed Cost Platform


DataData


Community Manager

Community Manager

CashCash

PlatformPlatform



Management

SERVICES

CHANNELS


REVENUE STREAMS

COST CENTRES

KEYPARTNER

KEYRESOURCES

KEYACTIVITIES

Tuesday August 28, 2012

Local expertsLocal experts

A new way to build your

“expert” brand

A new way to build your

“expert” brand

AdWordsSocial and Traditional

Media


Media

Positive Feedback Loop +

Satisfaction of Contributing to

Community



Community

Variable – Community

Manager


Manager

Asset Sale – App

Asset Sale – App

Local experts(Community)Local experts(Community)

Conference attendees + organizers

Conference attendees + organizers

Community mgrCommunity mgr

OptimizedOptimized





Asset Sale – App

Asset Sale – App

Ticket Aggregators

Ticket Aggregators


Personalized

CommunityCommunity

App StoreApp Store

WebsiteWebsite

HotelsHotels


Usage fee per city

Usage fee per city



Fixed Cost Platform

Fixed Cost Platform


DataData


Community Manager

Community Manager

CashCash

PlatformPlatform



Management

SERVICES

CHANNELS


REVENUE STREAMS

COST CENTRES

KEYPARTNER

KEYRESOURCES

KEYACTIVITIES

Wednesday August 29, 2012



Media


Media



Community



Community


Manager


Manager

Asset Sale – App

Asset Sale – App

Local experts(Community)Local experts(Community) Community mgrCommunity mgr

Variable Rev Share

Variable Rev Share




OptimizedOptimized





Asset Sale – App

Asset Sale – App

Ticket Aggregators

Ticket Aggregators


Personalized

CommunityCommunity

Web site/App StoreWeb site/App Store


Usage fee per city

Usage fee per city



Fixed Cost Platform

Fixed Cost Platform


DataData


Community Manager

Community Manager

CashCash

PlatformPlatform



Management

SERVICES

CHANNELS


REVENUE STREAMS

COST CENTRES

KEYPARTNER

KEYRESOURCES

KEYACTIVITIES

Thursday August 30, 2012



Media


Media

Positive feedback loop + Satisfaction of contributing to

community


community


Manager


Manager

Asset Sale – App

Asset Sale – App



Variable – Rev ShareVariable – Rev Share

GET: Digital marketing

communications


communications

KEEP: Product updates (new

content)


content)

GROW: Up-sell (new cities) and Cross-sellGROW: Up-sell (new cities) and Cross-sell

Subscription model

Subscription model

Curated “local” neighborhood experiences


Offline appOffline app

And last night, we answered a few remaining key questions

Hypothesis Test Result

ADD’L CUSTOMER SEG:•Business travelers would pay for a local secrets platform

•11 Interviews with business travelers in New York

FAIL: 11/11 business travelers said they don’t need it. They already use Yelp, have their own favorites, and ask business colleagues for recs.

REVENUE/PRICE:•Returning tourists will pay for Web site and/or App at specific prices

•Interviews with members of tourist customer segments

TBD: Received additional feedback of willingness to pay and at prices under $10

OptimizedOptimized





Asset Sale – App

Asset Sale – App

Ticket Aggregators

Ticket Aggregators


Personalized

CommunityCommunity

Web site/App StoreWeb site/App Store


Usage fee per city

Usage fee per city



Fixed Cost Platform

Fixed Cost Platform


DataData


Community Manager

Community Manager

CashCash

PlatformPlatform



Management

SERVICES

CHANNELS


REVENUE STREAMS

COST CENTRES

KEYPARTNER

KEYRESOURCES

KEYACTIVITIES

FINAL CANVAS:



Media


Media


community


community


Manager


Manager

Asset Sale – App

Asset Sale – App



Variable – Rev ShareVariable – Rev Share


communications


communications


content)


content)

GROW: Up-sell (new cities) and Cross-sellGROW: Up-sell (new cities) and Cross-sell

Subscription model

Subscription model



Offline appOffline app

customers

DejaLocal Archetypes: Zach & Becca Motivation: Adventurers• Millennial couple, Ages 25• Always looking for fun, fresh ways to entertain themselves, wants to try new things

Forrester Research: Consumer Technographics Q3 2011; ComScore MyMetrics Report 5/2012

Who Are They?• Zach is a 25 year old Project Manager from Chicago and makes $75K a year. Becca is a 25 year old Macy’s buyer from Chicago and makes $60K a year.• Both Zach and Becca have previously been to New York for work but this is their first leisure trip together.• Zach and Becca have been dating for two years and love trying new things and traveling.

Social NetworkingBrands They Love Dominates Mobile• 55% are smartphone owners• Overindexes in every category for mobile app usage.• Uses most features daily

Explorer Reg. Guy

Archetypes Favorite Activities

Sports Traveling

What They’re Thinking• Love media and technology• Likes to show off and impress others with their lifestyle• Making money is important• Recommendations from friends are crucial for making decisions• Values customization of products they purchase• Very excited about traveling to New York but slightly intimidated about what to do.• Don’t want to do “tourist” stuff

Innocent Shopping

Zach & Becca Using DejaLocal

Day Planning• Using DejaLocal, Zach and Becca have selected all of the activities that they want to see, explore, and eat.• DejaLocal will also allow them to sort, plan, and rank their destinations throughout the day.

Zach & Becca’s Tuesday9:00AM: Breakfast at Norma’s10:30AM: The Literary Walk, Central Park1:00PM: Lunch at Social Eatz2:30PM: Shopping at Bergdorf Goodman4:00PM: Chelsea Market6:00PM: Sunset on The Highline

competition

Competitor Analysis

Curated

General Optimized

DejaLocal will provide a highly curated, optimized and quality-controlled online and offline travel experience that users will love.

channels

DejaLocal Channels

[ Yelp Elites]

Community Manager

Customer Segment 1

[Zach & Becca]Customer Segment 2

Webpage

App

[Earned Media]

Friends

[Evangelists]

And last night we dove deeper into our MVP, channels, revenue models and pricing

GROW:•Up-Sell to additional content or new cities

•Cross-sell with other products in portfolio

•Enable social sharing of favorite local secrets

Marketing Communications•SEO•Travel/tech earned media•Consumer earned media•Sampling at transport hubs•AdWords•Viral feedback loop

KEEP:•Blogs•New editions for current cities

Sales Funnel

In the US alone, we have 16M target customers based on mobile alone…In the US alone, we have 16M target customers based on mobile alone…

Our Market

Total Addressable Market:

25MServed

Available Market:

21MTarget

Market:

16MAndroid iOS

Leisure

US mobile users who research travel on device

*http://www.emarketer.com/(S(52uinv55vwpab2mdwsgnoqyg))/Article.aspx?R=1008279#zSzeVcDQqQPpP8K8.99

In the US alone, we have 16M target customers based on mobile

With a total potential revenue per year of $1.5M on our narrow customer base alone

Userbase: 16M x 50% travel to the city x 5% use our site/app 400K users

Premium: x 3% paid (Evernote)12,000 paid usersx $120 a year ($10/month) $1.4M a year

Mobile Ticketing:

400K users x 2.9% conversion 11.6K ticket buyersx $89 avg ticket

x 1.6 avg party sizex 5% commission$82K

Revenue Model: Freemium + Ticketing

[prototype]

summary + next steps

SummaryDejaLocal seeks to solve the problem of finding a high quality local experience and the need of unique travel exploration.

This week we have defined and redefined our product identity, refined our audience, and transformed our user interface.

Like you live here.

Next Steps• More customer discovery to refine our pricing

strategy and revenue model• Build the website and native mobile app experience

Carolyn Simnett Julie Son Tyler MarciniakMichael Wang Christine Chen

Like you live here.

thank youAPPENDIX

What’s a possible marketing plan* to reach our two customer segments?

Returning TouristsProduct:•A digital tool that allows returning tourists without local connections to research for, either in advance or in real-time, “off-the-beaten-path” activities provided by locals

Price:•Web site: Subscription: $4.99-$9.99/month•iOS/Android app: $1.99 download for one city, .99 per for add’l cities

Promotion:•SEO•Travel/tech earned media•Consumer earned media•Sampling at transport hubs

Local ExpertsProduct:•A digital platform allowing local experts to share their favorite activities to improve the tourist experience in exchange for social connections, recognition & exclusive access

Price: Free

Promotion:•Word-of-mouth•Promotional events•Social and digital earned media•AdWords

*assume Web/App for place

•AdWords•Viral feedback loop

Team c deja local 083112

Education

Transcript of Team c deja local 083112