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?
“About-to-quit” teens
 13-17 year-olds currently taking piano class.
 Discouraged by piano class and considering quitting piano as a result (previous insight)
 ASSUMPTION: They still like piano, but hate the class structure.
Engaged by
 Popular music
 Games
 Technology
 Interacting with others/belonging to a group with common interests
What is the single thing to communicate?
Learn piano effectively without piano class.
Why should people be interested in this?
Playground Sessions is fun.
 Like a video game not unlike Rock Band
 Learning through popular songs you like, not just classical pieces
 A hangout of other players to connect with and share your progress
Playground Sessions works.
 Get immediate feedback and scores that even a private tutor can’t provide
 Learn at your own pace, not the teacher’s
 We offer a 7-day trial to prove it (should be centerpiece of campaign)
What will success look like?
 Increased awareness (more coverage, site visits)
 More trial downloads
 More active user community (Facebook page, forums)