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Spring 2013 McCombs Case Competition

Spring 2013 McCombs Case Competition
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Next One's On Me Presentation Next One's On Me Presentation Presentation Transcript

  • Collegiate Go-to-Market StrategyPeaKSolution Consulting© April 2013, PeaKSolution: Pedram Rahmanian | Chris Trachier | Ronald Formusoh
  • IntroductionCampusStrategyGamificationCompetitorsMerchantStrategyFinancialsConclusionOutlineIntroCampusStrategyGamification CompetitorsMerchantStrategyFinancials Conclusion Q&A© April 2013, PeaKSolution: Pedram Rahmanian | Chris Trachier | Ronald Formusoh
  • Develop Go-To-Market StrategyResearchIdentifyTargetMarketCase OverviewIntroCampusStrategyGamification CompetitorsMerchantStrategyFinancials Conclusion Q&AD e v e l o p a p r o g r a m w h i c h wi l l a l l o w N O O M t om o s t e ff i c i e n t l y a n d e ff e c t i v e l y b r i n g i t so ff e r i n g t o c a m p u s e s a c r o s s t h e n a t i o n a n di n c r e a s e s a l e s wi t h i n t h o s e g e o g r a p h i e s .1. Who is the true target audience andwhy?2. What is the best way to empowerthem to grow sales?3. What technological enhancementscan better target our new audience?4. Who are the major competitors?© April 2013, PeaKSolution: Pedram Rahmanian | Chris Trachier | Ronald Formusoh
  • Campus ExpansionWhyUT?© April 2013, PeaKSolution: Pedram Rahmanian | Chris Trachier | Ronald FormusohDevelop Go-To-Market StrategyResearchIdentifyTargetMarketIntroCampusStrategyGamification CompetitorsMerchantStrategyFinancials Conclusion Q&A
  • Potential CustomersParents• ~100,000 Students• 51,000Faculty• 24,000Organizations• 1,000+© April 2013, PeaKSolution: Pedram Rahmanian | Chris Trachier | Ronald FormusohDevelop Go-To-Market StrategyResearchIdentifyTargetMarketIntroCampusStrategyGamification CompetitorsMerchantStrategyFinancials Conclusion Q&A
  • OrganizationsStudentsFacultyParentsMarket Targeting and Segmentation© April 2013, PeaKSolution: Pedram Rahmanian | Chris Trachier | Ronald FormusohDevelop Go-To-Market StrategyResearchIdentifyTargetMarketOrganizations connect students,parents, and faculty in an organizedand easily accessible manner.IntroCampusStrategyGamification CompetitorsMerchantStrategyFinancials Conclusion Q&A
  • US Rank Global Rank University # of Participants1 8 UC Berkeley 12,2642 14 MIT 10,9363 22 UCLA 7,4524 24 U. Of Illinois Urbana Champaign 7,6195 25 Stanford 7,7256 26 Harvard 7,607…14 47 UT-Austin 5,433Dropbox | The Great SpaceRaceOffered additional 3GB storage (for 2 years) to all participants.Based on the number participants, each campus was able to qualify for 25GB.C o l l e g e c a m p u s e sa r e wi l l i n g t o p a r t i c i p a t ei n c o n t e s t s / c o m p e t i t i o n s .Develop Go-To-Market StrategyResearchIdentifyTargetMarketIntroCampusStrategyGamification CompetitorsMerchantStrategyFinancials Conclusion Q&A© April 2013, PeaKSolution: Pedram Rahmanian | Chris Trachier | Ronald Formusoh
  • Riskiest AssumptionWill organizations bewilling to participatein a NOOM Contest?Develop Go-To-Market StrategyResearchIdentifyTargetMarketIntroCampusStrategyGamification CompetitorsMerchantStrategyFinancials Conclusion Q&A© April 2013, PeaKSolution: Pedram Rahmanian | Chris Trachier | Ronald Formusoh
  • Research Methods and SynopsisDevelop Go-To-Market StrategyResearchIdentifyTargetMarket61% Involved in MultipleOrganizations87%Of respondents saidthey would be morewilling to use NOOM ifit helped fundraise fortheir organizations26% Were Interested in beinga Campus Ambassador• Intercept Interviewed Several Students• Theme: needed social proof• Based on Feedback we Surveyed 23 Students• 86% Held Leadership Positions in OrganizationsIntroCampusStrategyGamification CompetitorsMerchantStrategyFinancials Conclusion Q&A© April 2013, PeaKSolution: Pedram Rahmanian | Chris Trachier | Ronald Formusoh
  • Some Represented OrganizationsIntroCampusStrategyGamification CompetitorsMerchantStrategyFinancials Conclusion Q&A© April 2013, PeaKSolution: Pedram Rahmanian | Chris Trachier | Ronald Formusoh
  • University Go-To-Market StrategySchoolUniversity of Texas - AustinOrganization 1ABSAOrganization 2Texas WranglersFavorite Cause1%Habitat for Humanity3%3%3%SchoolUniversity of Texas - AustinOrganization 1ABSAOrganization 2Texas WranglersFavorite Cause1%Favorite Cause3%3%3%Habitat for HumanityKivaLivestrongSchoolSchoolOrganization 1Organization 1Organization 2Organization 2Favorite CauseFavorite Cause1%3%3%3%Develop Go-To-Market StrategyResearchIdentifyTargetMarket1. Hire Campus AmbassadorsI. Onboard New MerchantsII. Create a IntraCampus CompetitionA. Profit Sharing with OrganizationB. Incentive Prize for Top OrganizationIII. Onboard Student OrganizationsI. Organized approach to students, parents,etc.2. Create a InterCampus Competition with FutureExpansionsIntroCampusStrategyGamification CompetitorsMerchantStrategyFinancials Conclusion Q&A© April 2013, PeaKSolution: Pedram Rahmanian | Chris Trachier | Ronald Formusoh
  • Ambassadors can help:• Onboard Student Organizations• Solicit and Onboard Merchants• Market the Contest• Gain PRCampus AmbassadorsWe have 6 Interested Candidates(click to view their contact info)$20 per• OrganizationOnboarded$50 per• MerchantRecruited$10/hr• GeneralMarketing• (~5 hr/week)IntroCampusStrategyGamification CompetitorsMerchantStrategyFinancials Conclusion Q&A© April 2013, PeaKSolution: Pedram Rahmanian | Chris Trachier | Ronald Formusoh
  • Gamification EnhancementsIntroCampusStrategyGamification CompetitorsMerchantStrategyFinancials Conclusion Q&A© April 2013, PeaKSolution: Pedram Rahmanian | Chris Trachier | Ronald Formusoh
  • Driving Engagement Through GamificationEverything has the potential to be fun…Gamification techniques leverage people’s deep desirefor competition, achievement, status.• Point Systems• Experience points• Redeemable points• Skill PointsAction Point ValueExplore 100 pointsComment 200 pointsJoin 400 pointsNOOM 100 pointsShare 400 pointsIntroCampusStrategyGamification CompetitorsMerchantStrategyFinancials Conclusion Q&A© April 2013, PeaKSolution: Pedram Rahmanian | Chris Trachier | Ronald Formusoh
  • IntroCampusStrategyGamification CompetitorsMerchantStrategyFinancials Conclusion Q&A© April 2013, PeaKSolution: Pedram Rahmanian | Chris Trachier | Ronald Formusoh
  • IntroCampusStrategyGamification CompetitorsMerchantStrategyFinancials Conclusion Q&A© April 2013, PeaKSolution: Pedram Rahmanian | Chris Trachier | Ronald Formusoh
  • IntroCampusStrategyGamification CompetitorsMerchantStrategyFinancials Conclusion Q&A© April 2013, PeaKSolution: Pedram Rahmanian | Chris Trachier | Ronald Formusoh
  • Powering Engagement with Social Infrastructure50%• Users participate in the gamifiedenvironment.30%• Spend more time engaged withthe site.15%• Those users viewed 15% morepages.IntroCampusStrategyGamification CompetitorsMerchantStrategyFinancials Conclusion Q&A© April 2013, PeaKSolution: Pedram Rahmanian | Chris Trachier | Ronald Formusoh
  • CompetitorsIntroCampusStrategyGamification CompetitorsMerchantStrategyFinancials Conclusion Q&A© April 2013, PeaKSolution: Pedram Rahmanian | Chris Trachier | Ronald Formusoh
  • Competitors• Boomerang• Uses Facebook data to track important events in friend’s lives• Gift options are personalized for each friend based on location andinterest data• Offers gifts ranging from free – hundreds• Plumfare• Plumfare is a social gifting app focused on food and photography.• The app allows for promotion of local restaurants and their items(through photos) and creates a direct connection to customers viathe gifts.• Treater• The app lets merchants offer specific items, not just coupons, andthe transactions resemble those of credit cards. Users redeem“treats” at local spots.• Each "Treat" is an electronic, one-time-use payment card that isitem-specific and delivered via Facebook post, email or text to asmartphone to redeem for items at restaurants and retail stores.Soon, Treater will expand from the ability to treat Facebook friends toinclude Twitter and other social networks.IntroCampusStrategyGamification CompetitorsMerchantStrategyFinancials Conclusion Q&A© April 2013, PeaKSolution: Pedram Rahmanian | Chris Trachier | Ronald Formusoh
  • How to Effectively Compete• Get more merchants on board• Build strong relationships with local merchants• Build strong customer loyalty• Focus on core business and core cities• Focus being a supporter of local business• Remain simple – provides user with flexibilityand ease of useIntroCampusStrategyGamification CompetitorsMerchantStrategyFinancials Conclusion Q&A© April 2013, PeaKSolution: Pedram Rahmanian | Chris Trachier | Ronald Formusoh
  • Merchant StrategyIntroCampusStrategyGamification CompetitorsMerchantStrategyFinancials Conclusion Q&A© April 2013, PeaKSolution: Pedram Rahmanian | Chris Trachier | Ronald Formusoh
  • Target Merchants1. Proximity to Campus2. Locally Owned3. Integrated into campus CultureIntroCampusStrategyGamification CompetitorsMerchantStrategyFinancials Conclusion Q&A© April 2013, PeaKSolution: Pedram Rahmanian | Chris Trachier | Ronald Formusoh
  • FinancialsIntroCampusStrategyGamification CompetitorsMerchantStrategyFinancials Conclusion Q&A© April 2013, PeaKSolution: Pedram Rahmanian | Chris Trachier | Ronald Formusoh
  • School Consumer Information:– Participating Organizations:• Mean of 40• Standard Deviation of 10– # of people within organization that willuse service• Mean of 35• Standard Deviation of 10– # of annual purchases per customer• Mean of 12• Standard Deviation of 3Campus Representative Information:– 80% of Organization contacts will comefrom campus reps– Two reps will be required per schoolFinancial Assumptions(Based on Survey Results)61% Involved in MultipleOrganizations87%Of respondents saidthey would be morewilling to use NOOMif it helped fundraisefor their organizations26%Were Interested inbeing a CampusAmbassadorIntroCampusStrategyGamification CompetitorsMerchantStrategyFinancials Conclusion Q&A© April 2013, PeaKSolution: Pedram Rahmanian | Chris Trachier | Ronald Formusoh
  • Product Category Treats Beer Bar & BitesRevenue $ 5.00 $ 6.00 $ 12.00Cost of Goods Sold $ 4.00 $ 4.90 $ 10.75Gross Profit $ 1.00 $ 1.10 $ 1.25Profit Margin % 20% 18% 10%% of Sales 40% 30% 30%Average Revenue per Transaction $ 1.11Product Financial InformationIntroCampusStrategyGamification CompetitorsMerchantStrategyFinancials Conclusion Q&A© April 2013, PeaKSolution: Pedram Rahmanian | Chris Trachier | Ronald Formusoh
  • Consumer Information:# of Organizations 40# of people per organization that use the service 35# of annual purchases per customer 12Gross Profit $ 18,564.00Expenses:10% for profit sharing (fundraising) (1,856.40)Winning Team Boat Party (1,000.00)Campus Representatives (two per school) (4,840.00)Total Expenses (7,696.40)Net Income per School: $ 10,867.60Risk of Losing Money: 4.01%Campus Income ForecastIntroCampusStrategyGamification CompetitorsMerchantStrategyFinancials Conclusion Q&A© April 2013, PeaKSolution: Pedram Rahmanian | Chris Trachier | Ronald Formusoh
  • Gross Profit DistributionIntroCampusStrategyGamification CompetitorsMerchantStrategyFinancials Conclusion Q&A© April 2013, PeaKSolution: Pedram Rahmanian | Chris Trachier | Ronald Formusoh
  • Campus Ambassador Costs- Assume 80% of merchants will be acquired by campus ambassadors- Assume average of 5 hours a week spent on marketing efforts andtraining merchants how to use the appFunction Payout Quantity CostOrg. Onboarding $20 20 * 80% $320Merchant Onboarding $50 10 500Hourly $10 160 1,600Total Cost per Campus Ambassador $2,420IntroCampusStrategyGamification CompetitorsMerchantStrategyFinancials Conclusion Q&A© April 2013, PeaKSolution: Pedram Rahmanian | Chris Trachier | Ronald Formusoh
  • TimelineInitiatecompetitionatUniversitiesin areaswith existingpresence2013-2014Expand touniversitiesin citieswithoutexistingpresence2014-2015Createnationwidecompetitionamonguniversities2015-2016Expandofferings incities withexistingpresence2013-2014Concentrate onusingconnectionsthroughstudents torecruit newmerchants2014-2015Build robustnetwork ofmerchants andlook intocreatingrelationshipwith large chain2015-2016UniversitiesMerchants*by school yearIntroCampusStrategyGamification CompetitorsMerchantStrategyFinancials Conclusion Q&A© April 2013, PeaKSolution: Pedram Rahmanian | Chris Trachier | Ronald Formusoh
  • Initiative Advantages DisadvantagesTarget differentconsumer group• More personalizedmarketingcampaign• Demanding from aresourceperspectivePay CampusRepresentatives fixedwage• Decrease chancesof campus rep tomanipulate thesystem• Little incentive forcampus rep toactively search fornew customersPromo codes insteadof profit sharing• Initiate first-timeuse• Customers will onlybuy when promocode is availableAlternative ConsiderationsIntroCampusStrategyGamification CompetitorsMerchantStrategyFinancials Conclusion Q&A© April 2013, PeaKSolution: Pedram Rahmanian | Chris Trachier | Ronald Formusoh
  • Conclusion• Integrated Marketing Strategy• Appeal to students through organizations• Secondary access to parents and faculty• Incentivize NOOM purchase through profit-sharing• Hire Campus Representatives• Initiate onboarding of organizations• Recruit merchants in new areas• Prospective Merchants should:• Be close to campus• Have local ownershipIntroCampusStrategyGamification CompetitorsMerchantStrategyFinancials Conclusion Q&A© April 2013, PeaKSolution: Pedram Rahmanian | Chris Trachier | Ronald Formusoh
  • Pedram RahmanianRonald FormusohChris Trachier© April 2013 | PeaKSolutionFor inquiries please contact:prahmanian@utexas.edu__________Thank YouW h o H a s t h e F i r s t Q u e s t i o n ?
  • Appealing to Consumers: Maslow’s Hierarchy of NeedsIntroCampusStrategyGamification CompetitorsMerchantStrategyFinancials Conclusion Q&A© April 2013, PeaKSolution: Pedram Rahmanian | Chris Trachier | Ronald Formusoh
  • 86% of Respondents Held a Leadership PositionImportant Takeaways61% Involved in MultipleOrganizations87%Of respondents saidthey would be morewilling to use NOOM ifit helped fundraise fortheir organizations26%Were Interested inbeing a CampusAmbassadorIntroCampusStrategyGamification CompetitorsMerchantStrategyFinancials Conclusion Q&A© April 2013, PeaKSolution: Pedram Rahmanian | Chris Trachier | Ronald Formusoh
  • Some Represented OrganizationsIntroCampusStrategyGamification CompetitorsMerchantStrategyFinancials Conclusion Q&A© April 2013, PeaKSolution: Pedram Rahmanian | Chris Trachier | Ronald Formusoh
  • 0%23%50%27%Not at all ImportantVery UnimportantVery ImportantExtremely ImportantImportance of Fundraising86% of Respondents Held a Leadership PositionImportant Takeaways43690246810None 1 2 to 3 4+Number of FundraisersThroughout a SemesterIntroCampusStrategyGamification CompetitorsMerchantStrategyFinancials Conclusion Q&A© April 2013, PeaKSolution: Pedram Rahmanian | Chris Trachier | Ronald Formusoh
  • 86% of Respondents Held a Leadership Position“Profit Sharing Would Make Me More Willing to use NOOM”0510152025Disagree AgreeStrongly AgreeAgreeDisagreeStronglyDisagreeIntroCampusStrategyGamification CompetitorsMerchantStrategyFinancials Conclusion Q&A© April 2013, PeaKSolution: Pedram Rahmanian | Chris Trachier | Ronald Formusoh
  • Popular Fundraising Methods Used by Top OrganizationsIntroCampusStrategyGamification CompetitorsMerchantStrategyFinancials Conclusion Q&A© April 2013, PeaKSolution: Pedram Rahmanian | Chris Trachier | Ronald Formusoh
  • What Factors Would Prevent You From Using NOOMIntroCampusStrategyGamification CompetitorsMerchantStrategyFinancials Conclusion Q&A© April 2013, PeaKSolution: Pedram Rahmanian | Chris Trachier | Ronald Formusoh
  • Ambassadors can help:• Onboard Student Organizations• Solicit and Onboard Merchants• Market the Contest• Gain PRName Phone EmailMichellePatterson(469) 878-5026michelle.p518@yahoo.comHolly Smith (512) 804-8978Hcsmith93@gmail.comClaire Vial n/a Claire.vial@bba09.mccombs.utexas.eduMariaAlvarenga(214) 717-1439Maria.alvarenga8@gmail.comDavid Durand (817) 319-1496durand001@gmail.comMichelle Vuong (832) 488-0138Shell_vuong@yahoo.comInterested Campus AmbassadorsIntroCampusStrategyGamification CompetitorsMerchantStrategyFinancials Conclusion Q&A© April 2013, PeaKSolution: Pedram Rahmanian | Chris Trachier | Ronald Formusoh
  • Name Phone EmailArmon Khorrami 817-929-3197 ok.armon.k@gmail.comPhillip Graham 9729747032 Pgraham415@gmail.comJohn Applesauce 217-848-0932 monkeyboy@gmail.netMichelle Patterson 4698785026 michelle.p518@yahoo.comJonathan 2142801589 JonathanHuangVan@gmail.comAshvin Bashyam 5129680737 ashvin.bashyam@gmail.comIndy Shukla 281-728-6290 indyshukla92@gmail.comNick Molina 587-524-8634 alpfa.president@gmail.comNoor Momin 5129409472 newyorker111@gmail.comIll pass on the coffee, but thanks anyway. 512-981-7229 Richard@RCB1.MeNapolean Thunderchest 512-512-6969 napsthunderbreast@gmail.comHolly Smith 5128048978 Hcsmith93@gmail.comHaben 512-852-1391 haben_is@yahoo.comRichard Quinn 915-540-5756 rtquinn128@yahoo.comClaire vial 5555555555 Claire.vial@bba09.mccombs.utexas.eduNicole N 512-293-6276 ninguyen00@gmail.comMaria Alvarenga 214 717 1439 Maria.alvarenga8@gmail.comGaurav Chattree 817 584 2300 gunit9690@gmail.comAlexa 512-413-7216 Alexachally@gmail.comDavid Durand 817-319-1496 durand001@gmail.comTatiana Noroozian 936-554-3220 tnoroozian@yahoo.comForrest Ripley 8174223482 forrest.ripley@gmail.comMichelle Vuong 8324880138 shell_vuong@yahoo.comIntroCampusStrategyGamification CompetitorsMerchantStrategyFinancials Conclusion Q&A© April 2013, PeaKSolution: Pedram Rahmanian | Chris Trachier | Ronald Formusoh
  • IntroCampusStrategyGamification CompetitorsMerchantStrategyFinancials Conclusion Q&A© April 2013, PeaKSolution: Pedram Rahmanian | Chris Trachier | Ronald Formusoh