1. Product Timeframe
Playground Sessions November 2012-October 2013
What is the business problem or opportunity?
750,000 qualified visitors (conversion rate > 0.75%) to the Playground Sessions site in the next 12
months.
Who is our audience and what engages them?
Relapsed Young Adults
 23-30 who used to play piano but quit due to lack of time, money, or interest
 Tech-savvy and likely single with no kids, with disposable income but likely limited time
 Recently discovered workforce life as monotonous and drab (based on previous insight)
Engaged by
 The nostalgic idea of music as chance shine and escape said drab life (previous insight)
 The implicit sex-appeal and romantic desirability of musicians (previous insight)
 Idols who display the above traits (Freddie Mercury, Prince, Alicia Keys, Neon Indian, etc.)
 Ways of meeting new people with similar passions (not as easy after you finish school)
What is the single thing to communicate?
It’s not too late to let your own music shine through.
(Another candidate was “You don’t have to be [musician’s name] to be [musician’s name]”…that read
more like a slogan to me though, not as generic as maybe we want at this point)
Why should people be interested in this?
Playground Sessions works, and does so within your schedule.
 Learn at your own pace, not the teacher’s
 Get immediate feedback and scores that even a private tutor can’t provide
 We offer a 7-day trial to prove it (should be centerpiece of campaign)
Playground Sessions provides a community of players to connect and share your progress with.
What will success look like?
 Increased awareness (more coverage, site visits)
 More trial downloads
 More active user community (Facebook page, forums)

2. Communications Framework
Relapsed Young Adults
Free Trial Download/purchase
Unaware Mildly interested Looking for lessons/learning
TV
Targeted email banners Piano tutorial sites
YouTube
Piano tutorial videos Piano lesson databases
Music streaming sites
Lyric/sheet music sites Virtual Keyboards Our seven-day
Concerts/Music Venues
trial site!
Music Festivals
Ticket Vendors
“It’s not too late to let your own Same as before, but
highlighting aspects of the Highlight the price, time and
music shine through.” time comparison. Offer direct
0r software and actively linking to
our site. link to seven-day trial.
“This could also be you.”
[in reference to a performer] Think you couldn’t play this song?
Think again and try Playground
Sessions.
Short videos at the start of
Videos at the start of relevant
relevant YouTube videos.
tutorial videos, banners to our site Banner ads
during. Could be longer if we buy
Audio spots and banners Pandora,
the ones that keep the viewer Short videos with embedded links
Grooveshark, Spotify
captive (they’ll likely wait it out to
see their tutorial video). A microsite with more concise
TV commercials during Glee,
American Idol, The Grammys, etc. information and a link to our
Banners or videos (if allowed) on seven-day trial
sites like 8notes.com or
Billboards, pamphlets, and swag
musicnotes.com
(hopefully with Mobile scanners)
at concerts, music festivals—
Targeted email banners for users
where the inspiration and desire is
who have been seen to search for
fresh in their mind.
piano lessons, piano sheet music,
etc.