Copyright 2012 Cowan PublishingPlanning/LeanStartupB2C Example:“Pheasant”
Copyright 2012 Cowan PublishingPRIORITY KEY ASSUMPTIONSNEEDSPROVING?EXPERIMENTATION1Families have asubstantial desire toor...
Copyright 2012 Cowan PublishingPLANNINGWhat about slow time?
Copyright 2012 Cowan PublishingPRIORITY KEY ASSUMPTIONNEEDSPROVING?EXPERIMENTATION1Families have a substantialdesire to or...
Copyright 2012 Cowan PublishingPLANNINGGood ≠ Viral
Copyright 2012 Cowan PublishingPLANNINGbusinessmodelgeneration.comWhat are the most important costs inherent in our busine...
Copyright 2012 Cowan PublishingPLANNING> see alexandercowan.com/finplanrevenue expectedbut not assumedcontractorexpenses r...
Copyright 2012 Cowan PublishingPLANNINGThe ‘slow time’ thing emerged from research, theresulting empathy, and creative des...
Copyright 2012 Cowan PublishingBUY THE BOOKA practical primer for anyonewanting to actually implementtoday’s best practice...
Copyright 2012 Cowan Publishingwww.alexandercowan.com/speaking(THE REST?)@cowanSFalexandercowan.com/blogacowan@alexanderco...
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B2C Case Study - Planning

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This is an excerpt from www.alexandercowan.com/speaking . For tutorials and templates on how to do all this, you can try www.alexandercowan.com/resources.

The rest of this case study is here: www.alexandercowan.com/speaking.

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B2C Case Study - Planning

  1. 1. Copyright 2012 Cowan PublishingPlanning/LeanStartupB2C Example:“Pheasant”
  2. 2. Copyright 2012 Cowan PublishingPRIORITY KEY ASSUMPTIONSNEEDSPROVING?EXPERIMENTATION1Families have asubstantial desire toorganize quality time(slow time)Yes- Run online ad’s with proposition- Test landing pages with propositionsaround organizing quality time1Families are onFacebookNo n/a1Family members regularlyuse mobile app’sNo n/a1Families find the‘Pheasant’ solutioncredibleYes- Test sign-up’s against a moredetailed proposition- Test take rate on informationalcontent- Beta testsPLANNING
  3. 3. Copyright 2012 Cowan PublishingPLANNINGWhat about slow time?
  4. 4. Copyright 2012 Cowan PublishingPRIORITY KEY ASSUMPTIONNEEDSPROVING?EXPERIMENTATION1Families have a substantialdesire to organize qualitytime (slow time)Yes- Run online ad’s with proposition- Test landing pages with propositionsaround organizing quality time1 Families are on Facebook No n/a1 Family members regularlyuse mobile app’sNo n/a1Families find the‘Pheasant’ solutioncredibleYes- Test sign-up’s against a more detailedproposition- Test take rate on informational content- Beta tests2Pheasant will findpurchase with readilyidentifiable influencersYes- Take rate on initial market release intarget markets with pivotal influencers- Usage against the same2Pivotal users willpropagate ‘viral’ useracquisitionYes - Trackable promotions with the abovePLANNING
  5. 5. Copyright 2012 Cowan PublishingPLANNINGGood ≠ Viral
  6. 6. Copyright 2012 Cowan PublishingPLANNINGbusinessmodelgeneration.comWhat are the most important costs inherent in our business model?Which Key Resources are most expensive?Which Key Activities are most expensive?Through which Channels do our Customer Segmentswant to be reached?How are we reaching them now?How are our Channels integrated?Which ones work best?Which ones are most cost-efficient?How are we integrating them with customer routines?For what value are our customers really willing to pay?For what do they currently pay?How are they currently paying?How would they prefer to pay?How much does each Revenue Stream contribute to overall revenues?For whom are we creating value?Who are our most important customers?What type of relationship does each of our CustomerSegments expect us to establish and maintain with them?Which ones have we established?How are they integrated with the rest of our business model?How costly are they?What value do we deliver to the customer?Which one of our customer’s problems are we helping to solve?What bundles of products and services are we offering to each Customer Segment?Which customer needs are we satisfying?What Key Activities do our Value Propositions require?Our Distribution Channels?Customer Relationships?Revenue streams?Who are our Key Partners?Who are our key suppliers?Which Key Resources are we acquiring from partners?Which Key Activities do partners perform?What Key Resources do our Value Propositions require?Our Distribution Channels? Customer Relationships?Revenue Streams?Day Month YearNo.> Families with kids> Quality of lifeimprovement> Convenience/usability> Jack Cheernow site> Facebook> ITunes> Android Store> Mavens: Dedicatedpersonal assistance> Market: Self-service> Advertising> Sponsorship> Premium Subscription> Editorial (Jack)> UX> Mobile Device Dev.> Web. App. Dev.> Problem solving:quality time> Problem solving: otherfamily activities> Jack Cheernow> Others?> Fixed cost> Royalties
  7. 7. Copyright 2012 Cowan PublishingPLANNING> see alexandercowan.com/finplanrevenue expectedbut not assumedcontractorexpenses ramppersonal andfamily loans
  8. 8. Copyright 2012 Cowan PublishingPLANNINGThe ‘slow time’ thing emerged from research, theresulting empathy, and creative destruction.or persevere?’There’s an interest in ‘slow time’, theycan make a credible app, and pivotalusers will spread the word.Posting of propositions andinformational content, followed bybeta and targeted release.What are the response levels towhich propositions? Do the pivotalusers like it? Spread the word?Was it true or untrue?‘Pivot
  9. 9. Copyright 2012 Cowan PublishingBUY THE BOOKA practical primer for anyonewanting to actually implementtoday’s best practices in productdevelopment (available online orat any major retailer)VISIT THE SITEFree talks, tutorials, andresources for productdevelopment and new ventures.MORE?ALEX COWANAlexanderCowan.com@cowanSF
  10. 10. Copyright 2012 Cowan Publishingwww.alexandercowan.com/speaking(THE REST?)@cowanSFalexandercowan.com/blogacowan@alexandercowan.comalexandercowan.com/speaking

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