March2012
ORIGINAL IDEA = CUSTOMIZED WORKOUT PLATFORM FOR ATHLETES
# OF CUSTOMERS INTERACTED WITH = 4,009 (147 in person/phone interactions)
UNITS = # of people
ORIGINAL MARKET = ADOLESCENT ATHLETES IN ALL MAJOR SPORTS
March2012
OUR TEAM:
MBA 2012 B.S. USAF Academy
TIM HADE
MS EE 2012 B.S. USAF Academy
TODD BRANCHFLOWER
PhD Biology 2016 B.S. UC Santa Cruz
PAUL LEARY
Mentor Founder of YardBarker
PETE VLASTELICA
www.businessmodelgeneration.com
Cost structure Revenue streams
Key resources
Key
activities
Key
partners
Value
proposition
Customer
relationships
Customer
segments
Channels
Existing Trainer expertise
Hopeful Industry Experts
Athletes Sales/Marketing
- Content Production
- Customer Acquisition/Service - Infrastructure
- Talent to Expand (if necessary)
Great Content
Intuitive Design
Community Development
Data Solutions
Content expertise
Web Design / Development
Customer Acquisition / Retention
Athlete/Parent Better Results Low Cost
Convenient
Coaches Better Results
Education
Monitoring Convenient
Low Cost
School Board Better Results
Low Cost
Subscription Athletes (individual) Coaches (teams)
Advertising Qualified leads
Coaches Direct sales Web-based
Athletes Web-based
0 – 18 Months Athletes
Coaches
Parents
School Boards / Rec Programs
Acquisition Personal / Automated
Retention Automated / Co-created /
Community
Upselling Personal / Web-based
March2012
STEP #1: GETTING OUT OF THE BUILDING
DECISION MAKER =
Coach
ECONOMIC BUYER = School
Admin/AD
RECOMMENDERS = School Boards
INFLUENCERS = Peers/Parents
USERS = High School Athletes
Key Learning #1: Coaches are the gateway to our market. Need to
build product with their needs in mind.
ACTION NUMBER = 64
We directly spoke with 64 coaches
and observed 10+ team workouts
during this process
www.businessmodelgeneration.com
Cost structure Revenue streams
Key resources
Key
activities
Key
partners
Value
proposition
customer
relationships
customer
segments
Channels
Existing Trainer expertise
Hopeful Industry Experts
Athletes Sales/Marketing
- Content Production
- Customer Acquisition/Service - Infrastructure
- Talent to Expand (if necessary)
Great Content
Intuitive Design
Community Development
Data Solutions
Content expertise
Web Design / Development
Customer Acquisition / Retention
Athlete/Parent Better Results Low Cost
Convenient
Coaches Better Results
Education
Monitoring Convenient
Low Cost
School Board Better Results
Low Cost
Subscription Athletes (individual) Coaches (teams)
Advertising Qualified leads
Coaches Direct sales Web-based
Athletes Web-based
0 – 18 Months Athletes
Coaches Parents
School Boards / Rec
Programs
Acquisition Personal / Automated
Retention Automated / Co-created /
Community
Upselling Personal / Web-based
www.businessmodelgeneration.com
Cost structure Revenue streams
Key resources
Key
activities
Key
partners
Value
proposition
customer
relationships
customer
segments
Channels
Existing Trainer expertise
Hopeful Industry Experts
Athletes Sales/Marketing
- Content Production
- Customer Acquisition/Service - Infrastructure
- Talent to Expand (if necessary)
Great Content
Intuitive Design
Community Development
Data Solutions
Content expertise
Web Design / Development
Customer Acquisition / Retention
Athlete/Parent Better Results Low Cost
Convenient
Coaches Better Results
Education
Monitoring Convenient
Low Cost
School Board Better Results
Low Cost
Subscription Athletes (individual) Coaches (teams)
Advertising Qualified leads
Coaches Direct sales Web-based
Athletes Web-based
0 – 18 Months
Acquisition Personal / Automated
Retention Automated / Co-created /
Community
Upselling Personal / Web-based
COACHES
64
COST
BE
NE
FIT
Do It
Yourself
In-House
Strength
Coach Personal
Trainer
March 2012
D3
D2
D1 D4
STEP #2: SEGMENTING THE COACH MARKET
Key Learning #2: We believe our product appeals to about 88% of HS
football coaches.
D1 D2 D3 D4
www.businessmodelgeneration.com
Cost structure Revenue streams
Key resources
Key
activities
Key
partners
Value
proposition
customer
relationships
customer
segments
Channels
Existing Trainer expertise
Hopeful Industry Experts
Athletes Sales/Marketing
- Content Production
- Customer Acquisition/Service - Infrastructure
- Talent to Expand (if necessary)
Great Content
Intuitive Design
Community Development
Data Solutions
Content expertise
Web Design / Development
Customer Acquisition / Retention
Athlete Better Results Low Cost
Convenient
Coaches Better Results
Education
Monitoring Convenient
Low Cost
Subscription Athletes (individual) Coaches (teams)
Advertising Qualified leads
Coaches Direct sales Web-based
Athletes Web-based
0 – 18 Months
Acquisition Personal / Automated
Retention Automated / Co-created /
Community
Upselling Personal / Web-based
COACHES
64
www.businessmodelgeneration.com
Cost structure Revenue streams
Key resources
Key
activities
Key
partners
Value
proposition
customer
relationships
customer
segments
Channels
Existing Trainer expertise
Hopeful Industry Experts
Athletes Sales/Marketing
- Content Production
- Customer Acquisition/Service - Infrastructure
- Talent to Expand (if necessary)
Great Content
Intuitive Design
Community Development
Data Solutions
Content expertise
Web Design / Development
Customer Acquisition / Retention
Athlete Better Results Low Cost
Convenient
Coaches Better Results
Education
Monitoring Convenient
Low Cost
Subscription Athletes (individual) Coaches (teams)
Advertising Qualified leads
Coaches Direct sales Web-based
Athletes Web-based
0 – 18 Months
Acquisition Personal / Automated
Retention Automated / Co-created /
Community
Upselling Personal / Web-based
COACHES
• D1
• D2
• D3
• D4
64
March 2012
STEP #3A: COMMUNICATING WITH TARGET MARKET
Key Learning #3: Direct email is the most efficient way for us to
generate traffic, but without partners, this approach isn’t scalable
Direct Email
Google/FB Search Google Display
March 2012
STEP #3B: COMMUNICATING WITH TARGET MARKET
Key Learning #4: We can scale display advertising to meet our goal of
300 new visitors/day…and we think we can afford it
Search $20/Day Search $40/Day
Display $40/Day
Display $20/Day
Learned how to
manage networks
March 2012
STEP #4: VISITORS ≠ USERS
Key Learning #4: Bringing visitors to the site is not enough. Product
education is essential to converting visitors into paying users.
NO FREE TRIAL (FEB 6 & 7)
VISITORS = 1140
VIEWED REGISTRATION PAGE = 274 (24%)
USERS = 24
R2U CONVERSION RATE = 8.7%
FREE TRIAL (FEB 21 & 22)
VISITORS = 245
VIEWED REGISTRATION PAGE = 56 (23%)
USERS = 32
R2U CONVERSION RATE = 57%
www.businessmodelgeneration.com
Cost structure Revenue streams
Key resources
Key
activities
Key
partners
Value
proposition
customer
relationships
customer
segments
Channels
Existing Trainer expertise
Hopeful Industry Experts
Athletes Sales/Marketing
- Content Production
- Customer Acquisition/Service - Infrastructure
- Talent to Expand (if necessary)
Great Content
Intuitive Design
Community Development
Data Solutions
Content expertise
Web Design / Development
Customer Acquisition / Retention
Athlete Better Results Low Cost
Convenient
Coaches Better Results
Education
Monitoring Convenient
Low Cost
Subscription Athletes (individual) Coaches (teams)
Advertising Qualified leads
Coaches Direct sales Web-based
Athletes Web-based
0 – 18 Months
Acquisition Personal / Automated
Retention Automated / Co-created /
Community
Upselling Personal / Web-based
COACHES
• D3
• D4
64
www.businessmodelgeneration.com
Cost structure Revenue streams
Key resources
Key
activities
Key
partners
Value
proposition
customer
relationships
customer
segments
Channels
Existing Trainer expertise
Hopeful Industry Experts
Athletes Sales/Marketing
- Content Production
- Customer Acquisition/Service - Infrastructure
- Talent to Expand (if necessary)
Great Content
Intuitive Design
Community Development
Data Solutions
Content expertise
Web Design / Development
Customer Acquisition / Retention
Athlete Better Results Low Cost
Convenient
Coaches Better Results
Education
Monitoring Convenient
Low Cost
Subscription Athletes (individual) Coaches (teams)
Advertising Qualified leads
Coaches Direct sales
• Camps, clinics, conventions
Web-based
• Direct email, SEM
0 – 18 Months
VISITORS
• Direct email best, requires partner to
scale
• SEM scalable, display best, need $
USERS
• Product education
critical, free trial ness.
COACHES
• D3
• D4
64
3855
3855
March 2012
STEP #5: WHAT COACHES WANT
Key Learning #5: Initial product failed to meet coaches needs, but we now have
a pretty good understanding of the value prop we need to offer
1) Need the ability to customize workouts to meet my specific situation
2) Coach UI is too complicated…needs to be more intuitive
3) Need print functionality/control (not mobile)
4) Want to be able to see exactly what my athletes see
5) Want ability to upload content
n = 60
www.businessmodelgeneration.com
Cost structure Revenue streams
Key resources
Key
activities
Key
partners
Value
proposition
customer
relationships
customer
segments
Channels
Existing Trainer expertise
Hopeful Industry Experts
Athletes Sales/Marketing
- Content Production
- Customer Acquisition/Service - Infrastructure
- Talent to Expand (if necessary)
Great Content
Intuitive Design
Community Development
Data Solutions
Content expertise
Web Design / Development
Customer Acquisition / Retention
Athlete Better Results Low Cost
Convenient
Coaches Better Results
Education
Monitoring Convenient
Low Cost
Subscription Athletes (individual) Coaches (teams)
Advertising Qualified leads
Coaches Direct sales
• Camps, clinics, conventions
Web-based
• Direct email, SEM
0 – 18 Months
VISITORS
• Direct email best, requires partner to
scale
• SEM scalable, display best, need $
USERS
• Product education
critical, free trial ness.
COACHES
• D3
• D4
64
3855
3855
www.businessmodelgeneration.com
Cost structure Revenue streams
Key resources
Key
activities
Key
partners
Value
proposition
customer
relationships
customer
segments
Channels
Existing Trainer expertise
Hopeful Industry Experts
Athletes Sales/Marketing
- Content Production
- Customer Acquisition/Service - Infrastructure
- Talent to Expand (if necessary)
Suggested Content
Intuitive Design
Customized Solutions
Content expertise
Web Design / Development
Customer Acquisition / Retention
Athlete Better Results Low Cost
Convenient
Coaches Better Results
Education
Monitoring Convenient
Manageable Cost Ownership
Customization Ability
Subscription Athletes (individual) Coaches (teams)
Advertising Qualified leads
Coaches Direct sales
• Camps, clinics, conventions
Web-based
• Direct email, SEM
0 – 18 Months
VISITORS
• Direct email best, requires partner to
scale
• SEM scalable, display best, need $
USERS
• Product education
critical, free trial ness.
COACHES
• D3
• D4
64
3855
3855
60
60
March 2012
STEP #6: BUILDING A BUSINESS
3800 Coaches
EOY 2013
www.businessmodelgeneration.com
Cost structure Revenue streams
Key resources
Key
activities
Key
partners
Value
proposition
customer
relationships
customer
segments
Channels
Existing Trainer expertise
Hopeful Industry Experts
Athletes Sales/Marketing
- Content Production
- Customer Acquisition/Service - Infrastructure
- Talent to Expand (if necessary)
Suggested Content
Intuitive Design
Customized Solutions
Content expertise
Web Design / Development
Customer Acquisition / Retention
Athlete Better Results Low Cost
Convenient
Coaches Better Results
Education
Monitoring Convenient
Manageable Cost Ownership
Customization Ability
Subscription Athletes (individual) Coaches (teams)
Advertising Qualified leads
Coaches Direct sales
• Camps, clinics, conventions
Web-based
• Direct email, SEM
0 – 18 Months
VISITORS
• Direct email best, requires partner to
scale
• SEM scalable, display best, need $
USERS
• Product education
critical, free trial ness.
COACHES
• D3
• D4
64
3855
3855
60
60
www.businessmodelgeneration.com
Cost structure Revenue streams
Key resources
Key
activities
Key
partners
Value
proposition
customer
relationships
customer
segments
Channels
Existing Trainer expertise
Hopeful Industry Experts
Athletes Sales/Marketing
Suggested Content
Intuitive Design
Customized Solutions
Content expertise
Web Design / Development
Customer Acquisition / Retention
Athlete Better Results Low Cost
Convenient
Coaches Better Results
Education
Monitoring Convenient
Manageable Cost Ownership
Customization Ability
Subscription Coaches (teams)
Advertising General or w/ partners?
Coaches Direct sales
• Camps, clinics, conventions
Web-based
• Direct email, SEM
0 – 18 Months
VISITORS
• Direct email best, requires partner to
scale
• SEM scalable, display best, need $
USERS
• Product education
critical, free trial ness.
COACHES
• D3
• D4
64
3855
3855
60
60
96 10
Product Dev Development Front End
Third Party Costs Content Production
Overhead Salaries Legal/Accounting
Equipment/Supplies
Customer Acq Partnerships Marketing
15
March 2012
STEP #7: THE NEXT 9 MONTHS
PRODUCT DEVELOPMENT
CUSTOMER DEVELOPMENT
FUNDRAISING
MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Iterate on 60
coaches inputs
(SITE CLOSED)
V2 Hard Release 150 paying customers
TEST RAPID ITERATION CAPABILITY
Continue Iteration on 210 customers, develop market
ready solution, explore sport expansion (SITE CLOSED)
V3 Hard Release
1000 paying
customers
AFCA CONV
DecisionTime
Continue Experiment
Launch Marketing Campaign #2
Goal = 263 Visitors/Day
Budget = $100/Day
Latent Period
Explore Partnership Potential Launch Marketing Campaign #3
Goal = 1300 Visitors/Day
Budget = $500/Day
Goal = $10,000 Goal = $70,000 Goal = $70,000
www.businessmodelgeneration.com
Cost structure Revenue streams
Key resources
Key
activities
Key
partners
Value
proposition
customer
relationships
customer
segments
Channels
Existing Trainer expertise
Hopeful Industry Experts
Athletes Sales/Marketing
Suggested Content
Intuitive Design
Customized Solutions
Content expertise
Web Design / Development
Customer Acquisition / Retention
Athlete Better Results Low Cost
Convenient
Coaches Better Results
Education
Monitoring Convenient
Manageable Cost Ownership
Customization Ability
Subscription Coaches (teams)
Advertising General or w/ partners?
Coaches Direct sales
• Camps, clinics, conventions
Web-based
• Direct email, SEM
0 – 18 Months
VISITORS
• Direct email best, requires partner to
scale
• SEM scalable, display best, need $
USERS
• Product education
critical, free trial ness.
COACHES
• D3
• D4
64
3855
3855
60
60
96 10
Product Dev Development Front End
Third Party Costs Content Production
Overhead Salaries Legal/Accounting
Equipment/Supplies
Customer Acq Partnerships Marketing
15
www.businessmodelgeneration.com
Cost structure Revenue streams
Key resources
Key
activities
Key
partners
Value
proposition
customer
relationships
customer
segments
Channels
Suggested Content
Intuitive Design
Customized Solutions
Product Dev
-Front End Design
Customer Dev
- Partnerships - Additional Marketing
education
Fundraising
- Money
Athlete Better Results Low Cost
Convenient
Coaches Better Results
Education
Monitoring Convenient
Manageable Cost Ownership
Customization Ability
Subscription Coaches (teams)
Advertising General or w/ partners?
Coaches Direct sales
• Camps, clinics, conventions
Web-based
• Direct email, SEM
0 – 18 Months
VISITORS
• Direct email best, requires partner to
scale
• SEM scalable, display best, need $
USERS
• Product education
critical, free trial ness.
COACHES
• D3
• D4
64
3855
3855
60
60
96 10
Product Dev Development Front End
Third Party Costs Content Production
Overhead Salaries Legal/Accounting
Third Party Costs Equipment/Supplies
Customer Acq Partnerships Marketing
15
15
Existing
Training
Hopeful
Equipment
Apparel Nutrition
Recruiting
Statistics
Video
Other Web based
9
March2012
QUESTIONS?