BAYLOR EMBAGlobal Strategy / Business Plan April 28, 2011<br />PlumLife Entrepreneurial Journey<br />Chris Bradshaw, COO, ...
Who Are We & Why Do You Care?<br />Dallas-based technology start-up<br />Total Life Scheduling System<br />Cloud-based<br ...
The Journey of PlumLife (so far)<br />Creating the Business Plan<br />Creating the Product Offering<br />Customer Segmenta...
Creating the Business Plan<br />You MUST go through the process<br />Don’t get attached to ANYTHING<br />Be Prepared for c...
Business Summaries Versions 1 - 23<br />
Creating the Product<br />Original Product<br />Add-on for Outlook<br />Business Validation research in 2007<br />Problem<...
The Question<br />Which product roadmap should we take? <br />
Customer Segmentation<br />Initial Thoughts – Household CEO<br />HHI greater than $100K<br />95% women<br />9MM Target Aud...
Market Potential #1<br />Target:  Women, 25-54 with $75K+ income (18.7MM)<br />Niche not Mass<br />89% of market has broad...
    Market Segments #2<br />Command Central<br />22MM ($75K HHI)<br />60% women<br />40% men<br />Divorced Families<br />W...
Family dynamics<br />Respondents with children, on average spend 30% more time organizing family events, and 25-34 year ol...
Prioritized Targeting – Phase 1 (#3)<br /><ul><li>Highly motivated
Clear positioning
Easily scalable
Good ROI
Highly motivated
Clear positioning
Easily scalable
Excellent ROI
Specifically companies that cater to younger worker segments (i.e. Apple)
Direct hit for targets (with kids)
Highly motivated
Clear positioning
Easily scalable
Good ROI</li></ul>© 2011 ExperiPro, LLC.  All Rights Reserved.<br />12<br />
Marketing & Branding<br />Changed our name THREE times<br />Mom’s Office Suite<br />GotItTogether<br />PlumLife<br />PlumL...
Upcoming SlideShare
Loading in …5
×

Baylor University EMBA Class of 2012

573 views
483 views

Published on

Presented to Baylor University Executive MBA Program, Entrepreneurship and Global Strategy, Class of 2012

Published in: Business, Education
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
573
On SlideShare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
1
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Cap our investment in the Outlook productOutlook Add-In: Need $1.5MM to sustain us until revenueWeb/Cloud: Need $5MM to make it to revenueHybrid: Need $7MM to make it to revenue
  • Direct Sellers Association, 2009 Avon 5.4MM, Mary Kay 2MM, Tupperware 2MMWedding Market
  • Baylor University EMBA Class of 2012

    1. 1. BAYLOR EMBAGlobal Strategy / Business Plan April 28, 2011<br />PlumLife Entrepreneurial Journey<br />Chris Bradshaw, COO, PlumLife, LP<br />
    2. 2. Who Are We & Why Do You Care?<br />Dallas-based technology start-up<br />Total Life Scheduling System<br />Cloud-based<br />Open source<br />Product in market since September 2010<br />Currently focused on customers, funding and traction<br />And I know Sharon<br />
    3. 3. The Journey of PlumLife (so far)<br />Creating the Business Plan<br />Creating the Product Offering<br />Customer Segmentation<br />Marketing / Sales<br />Costs / Expenses<br />Funding / Revenue<br />What we would do over (so far) <br />What we did right/well (so far)<br />
    4. 4. Creating the Business Plan<br />You MUST go through the process<br />Don’t get attached to ANYTHING<br />Be Prepared for change<br />Business Model Changes<br />Slower Revenue & Higher Costs<br />Projections are always gone<br />Learn to say NO<br />No right answer<br />
    5. 5. Business Summaries Versions 1 - 23<br />
    6. 6. Creating the Product<br />Original Product<br />Add-on for Outlook<br />Business Validation research in 2007<br />Problem<br />Pricing<br />Positioning<br />Drivers for our audience<br />security, <br />85% using Outlook<br />Pre-launch research October 2009<br />Yikes!!!! The World Had Changed!!!!<br />
    7. 7. The Question<br />Which product roadmap should we take? <br />
    8. 8. Customer Segmentation<br />Initial Thoughts – Household CEO<br />HHI greater than $100K<br />95% women<br />9MM Target Audience<br />Current Thinking – Any Busy Person<br /> HHI greater than $50K<br />60% women<br />22MM Target Audience<br />
    9. 9. Market Potential #1<br />Target: Women, 25-54 with $75K+ income (18.7MM)<br />Niche not Mass<br />89% of market has broadband at home<br />78% use an electronic tool for managing calendar and/or contacts<br />70% of market is comfortable with online banking, online bill pay<br />Additional targets: Executive assistants, Wedding market<br />80% of purchases made by women, $7T<br />9<br />
    10. 10. Market Segments #2<br />Command Central<br />22MM ($75K HHI)<br />60% women<br />40% men<br />Divorced Families<br />Wedding Planning<br />Direct Sellers<br /> 16.1MM<br />Small Office<br />4.5M>20 emp<br />Non-profit<br />Aging Population = Care Management<br />65+ growing from 40M to 80M by 2040<br />
    11. 11. Family dynamics<br />Respondents with children, on average spend 30% more time organizing family events, and 25-34 year olds (w/children) spent 35% more time than any other age group.<br />Married men claim to be more involved in managing their family calendar than their partners acknowledge, also married woman are 3x more likely than their partners to be solely managing their family calendar.<br />© 2011 ExperiPro, LLC. All Rights Reserved. 11<br />
    12. 12. Prioritized Targeting – Phase 1 (#3)<br /><ul><li>Highly motivated
    13. 13. Clear positioning
    14. 14. Easily scalable
    15. 15. Good ROI
    16. 16. Highly motivated
    17. 17. Clear positioning
    18. 18. Easily scalable
    19. 19. Excellent ROI
    20. 20. Specifically companies that cater to younger worker segments (i.e. Apple)
    21. 21. Direct hit for targets (with kids)
    22. 22. Highly motivated
    23. 23. Clear positioning
    24. 24. Easily scalable
    25. 25. Good ROI</li></ul>© 2011 ExperiPro, LLC. All Rights Reserved.<br />12<br />
    26. 26. Marketing & Branding<br />Changed our name THREE times<br />Mom’s Office Suite<br />GotItTogether<br />PlumLife<br />PlumLife shows well for awareness<br />Has legs for the future offerings (not limiting)<br />Incorporated Social Media immediately, but so-so<br />Twitter<br />Facebook<br />YouTube<br />Posterous Blog<br />Just starting our online SEO/SEM<br />
    27. 27.
    28. 28.
    29. 29.
    30. 30.
    31. 31.
    32. 32. Sneak Preview<br />
    33. 33. Costs / Expenses<br />Minimize Fixed costs<br />Hosting and product maintenance<br />Consistency in product knowledge and QA<br />Public Relations (very successful)<br />All labor is contract or project-based<br />Revenue is behind projections<br />Use free tools – Dropbox, Google Docs<br />We did a Direct Sales Initiative<br />Expensive infrastructure<br />Wrong assumptions about Direct Sellers<br />Expense of exhibiting<br />
    34. 34. The Office<br />
    35. 35. Funding / Revenue<br />Angel and Self-Funded to date<br />Fund Raising is a non-stop process<br />VC and Funder presentations <br />Bring discipline and focus<br />Tighten up messaging<br />Prioritizes and defines next set of hurdles<br />
    36. 36. The PR<br />
    37. 37. What we would do over<br />Reserve more $$$ for marketing<br />Think ahead to our exit strategy and post money valuation<br />Say NO more often<br />Feature Creep<br />Small Business Version<br />Hire focused Customer Support sooner<br />Not take the detour into Direct Sales<br />Expensive Infrastructure<br />Wrong assumptions about Direct Sellers<br />Maybe accept the invitations to DEMO and ASTIA<br />They wanted too much $$ and %<br />Not the right audience<br />
    38. 38. Some Things We Did Well<br />Have a Great Vision and know our goal<br />Found great resources & always listen<br />Development Team<br />PR Team<br />Contractors<br />Specialists, mentors and advisors for key decisions<br />Have a patent pending<br />Bought our URL<br />Celebrate the Successes<br />
    39. 39. Thank You for Listening<br />If you have any questions or would like to subscribe to PlumLife contact us!<br />Chris Bradshaw<br />Chris.Bradshaw@PlumLife.com<br />

    ×