Eric Hwang presented on social networking for kids. He discussed statistics on Facebook usage among different age groups in the US. He also summarized surveys and data on popular online destinations for kids ages 7-10, including WebKinz, ClubPenguin, and Neopets. Hwang outlined a 3 stage plan to develop, launch, and market a new social virtual world for kids, with financial projections showing costs outpacing revenue initially before profit is achieved as the user base expands.

1. Presenter:
Eric Hwang
Founder & CEO
erihwa@gmail.com
“Social Networking for Kids”

4. 유저 나이
아이들 성인
Virtual Social
Worlds Networking

6.  USA Facebook Users
As of 1/04/09
Age Users Percentage
0-17 5,674,780 13.5%
18-24 17,192,360 40.8%
25-34 11,254,700 26.7%
35-54 6,989,200 16.6%
55+ 954,680 2.3%
Unknown 23,480 0.1%
Source: Facebook’s Social Ads Platform
▶ 미국의 인터넷신문 eMarketer에 따르면 2011년까지
5천만명에 이르는 미국, 캐나다 초등학생의 53%가
Club penguin과 같은 가상현실게임을 할 것으로 예상하고 있다.

7. Survey: Where kids ages 7-10 go online. ( Jan 2010 )

8. (Average monthly US unique users in millions, Jan-Oct ’08)
WebKinz ClubPenguin Neopets IMVU SecondLife
(Source: comScore Networks, J.P. Morgan estimates)
 Kids make money
◦ “ Baby Sitter” Effect

10. (-video here-)

14. 미니게임 월드 탐험
코인 획득 요리 재료 획득
요리 만들기
마나 회복
Decorate
몬스터 잡기 마법 이벤트
크래프팅
스페셜 아이템 획득
Super Item

15. Other
“Transformation”
The appeal of
growing up.
Club Penguin Moshi Monster
Habbo Hotel Barbie girl

16. 둘이서 즐기는 멀티 미니게임
일반화 된 아이템 시스템과 보상 시스템
발전된 플래시 기술

17. Easy & Fun for kids, 100% Safe

21. Stage 1: Stage 2: Stage 3:
- Development Finalize - USA Office Setup - Four Target Marketing
- Marketing - USA Partner Orientation • Portals
Deployment Research • Dress-up
- “Viral Marketing Tools”
- Launch (09.15) Development • Direct
• Minigames
- Marketing Prep

25. Trimester Financials
(total over four month period)
Part Sep – Dec Jan - Apr May - Aug Sep - Dec
Development $130,700 $119,900 $119,900 $119,900
Marketing $30,900 $119,300 $122,117 $180,231
Costs
Service & Support $15,000 $37,247 $142,492 $418,754
Total Cost $169,100 $276,447 $384,509 $718,884
Unique Users 750 28,744 204,153 664,590
Income Revenue $0 $38,718 $314,482 $1,308,611
Profit -$169,100 -$237,728 -$70,027 $589,726
Notes Setup Intial Marketing BEP Expansion
(Note: See budget sheet for detailed budget)

26. 기준 : 달러 ($)
400,000
300,000
200,000 Cost
Revenue
100,000
0
10 11 12 1 2 3 4 5 6 7 8 9 10 11 12
Month
 보수적인 매출 추정 :
 같은 계열의 타 게임들 성장자료 기준:
 ClubPenguin, OurWorld, Spine World, Moshi Monsters
 3 of every 10 ClubPenguin users
 -or- based on growth to 10% market share
 전체 게임 User 중 프리미엄 User 10% 목표