Wine Me - GA PDM Final Project


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Wine Me - GA PDM Final Project

  1. 1. Courtney Boyd Myers, Yoav Farbey, Nicolle WeeksTuesday, May 14, 13
  2. 2. INTRODUCTION‣ Wine Publishers‣ Premium Wine Service‣ Our team of experts works closely withquality-driven winemakers around theworld.‣ Our company includes a network ofLondon’s most wonderful delivery men.‣ We are delightful, dependable and nevertoo dry.‣ If we wouldnt spend our own money ona product, its not made available onWineMe.‣ Limited Choice for Maximum PleasureOUR VISION2Tuesday, May 14, 13
  3. 3. AGENDAProduct  Life  Cycle  Business  Case  StakeholdersMarket  Analysis  Key  MetricsUser  Personas  3Technology  RoadmapMVP  Feature  Prioritization  Storyboarding  (Wireframes)  Product  PageConclusionTuesday, May 14, 13
  4. 4. PRODUCT LIFECYCLE 4Development  (post-­‐MVP)• User  research,  market  research,  hire  needed  team  members• Develop  detailed  speciKications,  prioritize  features,  test  plans• Code,  test,  deploy,  usability  testing,  acceptance  testing,  debug,  tune,  iterate• Partner  with  5  shops  +  2  local  delivery  teams  e.g.  ShutlIntroduction• Alpha  launch  w/  early  press  for  800  customers  • Target:  distribute  3K  bottles  in  1  month• Gather user feedback• Pivot or Pursue meetingTuesday, May 14, 13
  5. 5. PRODUCT LIFECYCLE 5Growth• Maintain  product  quality• Build  priority  levels  2-­‐3  features• Offer  promotions  +  launch  referral  programsMaturity• Test  other  verticals  locally• Test  European  markets:  Paris,  Berlin  &  Dublin• Hire  to  launch  in  New  York  CityDecline• Drink  a  lot  of  wineTuesday, May 14, 13
  6. 6. BUSINESS CASE 6Executive  summaryWine.Me  provides  a  convenient  service  to  customers  in  London  who  need  good  wine  at  a  reasonable  price.  Our  Unique  Selling  Point:  We  bring  to  market  a  technology  that  allows  the  customer  to  order  wine  in  under  2  minutes  with  wine  arriving  within  15  minutes.  Objectives•  To  be  the  go-­‐to  wine  delivery  service  •  To  satisfy  our  investors  +  achieve  1.35%  of  market  share  by  2018•  Serve  wine  deliveries  to  London  customers,  expanding  to  New  York  within  Lirst  3  years  of  businessTuesday, May 14, 13
  7. 7. BUSINESS CASE 7Business  JustiKication  and  Cost  /  BeneKitsOur  market  analysis  shows  a  gap  in  the  market  for  affordable  and  ultra-­‐convenient  wine  delivery.  Other  delivery  services  do  not  provide  wine  on  an  “as  needed”  basis  and  offer  wine  as  an  add-­‐on  to  grocery  delivery.  Our  target  customer  segments  are  in  immediate  need  of  wine.  (This  Lills  the  gap  that  companies  like  Just  Eat  Lill  for  food  delivery.)Tuesday, May 14, 13
  8. 8. BUSINESS CASE 8Implementation  Approach  /  TimelineAfter  a  soft  launch  in  November  2013  and  subsequent  marketing  blitz,  Wine.Me’s  London  buzz  will  result  in  a  Christmastime  order  frenzy.  The  hard  launch  will  include  any  Lixes  /  pivots  required  during  the  Lirst  month  of  sales.  The  post-­‐launch  campaign  will  focus  on  developmental  Lixes  and  improvements,  in  which  we  respond  to  customer  feedback  and  behaviour.Tuesday, May 14, 13
  9. 9. BUSINESS CASE 9Tuesday, May 14, 13
  10. 10. STAKEHOLDERS 10Keep Satisfied:Investors & The Board, SuppliersManage Closely:Developers, Designers, ProductTesterMonitor (Min Effort):Delivery/ShutlKeep Informed:Marketing & PR, BD, SalesHighPowerLowInterest HighTuesday, May 14, 13
  11. 11. MARKET ANALYSIS 11Who are we targeting: The late-night, too lazy to walk dinner party host;the last-minute on my way to party go-er; the I live in Chelsea and have toomany kids Mum; the OMG I didn’t buy enough wine event organizer; the Ican drink ALL NIGHT boozehoundFacts: (according to the Wine & Spirit Trade Association)• The wine industry is worth £37.7bn in the UK• The wine delivery industry is worth £430 million in the UK• Alcohol duty and VAT contributes £16.3bn a year to the public finances,the equivalent to £316 per UK adult or double the UK overseas aid budget• There are now over 400 vineyards in the UK producing around 2.5mbottles of wine each yearTuesday, May 14, 13
  12. 12. MARKET ANALYSIS 12SourceConvenience&CoolnessTuesday, May 14, 13
  13. 13. MARKET ANALYSIS 13WhyMobile?Wine Not?!What are the demographics of your market?Affluent wine drinkers aged 26+Tuesday, May 14, 13
  14. 14. MARKET ANALYSIS 14What’s does success look likein terms of marketpenetration?After 1 year:.16% of total UK market share foralcohol delivery (£693,000)After 3 Years:2.2% of total UK market share foralcohol delivery (£9,600,000)After 5 Years:3.4% of total UK market share foralcohol delivery (£14,500,000)Tuesday, May 14, 13
  15. 15. MARKET ANALYSIS 15Tuesday, May 14, 13
  16. 16. KEY METRICS 16Acquisition  • Number  of  downloads  [tracked  on  Flurry]The  number  of  downloads  of  the  customer  app• Customer  download  to  registration  ratio  [track  on  Acunu]The  ratio  of  the  number  of  downloads  to  the  number  of  customers• Number  of  registered  customers  [track  on  Acunu]The  number  of  customers  who  have  completed  the  registration  process• Number  of  shops  registered  [track  on  Google  Doc]The  number  of  shops  registered  for  the  Wine.Me  serviceMEASURING SUCCESS FOR EACH STAGE IN THE CUSTOMER LIFECYCLETuesday, May 14, 13
  17. 17. KEY METRICS 17Activation• Customer  registration  to  customer  order  ratio  [track  on  Acunu]The  ratio  between  the  number  of  registered  customers  to  the  number  of  customers  that  have  completed  an  order• Shop  registration  to  providing  an  order  ratio  [track  on  Google]The  ratio  between  the  number  of  shops  registered  to  the  number  of  shops  that  were  used  as  suppliers.  MEASURING SUCCESS FOR EACH STAGE IN THE CUSTOMER LIFECYCLETuesday, May 14, 13
  18. 18. KEY METRICS 18Retention• Churn  rate  [track  on  Acunu]The  number  of  customers  who  have  not  ordered  in  the  past  four  weeks,  but  have  ordered  at  least  once  in  the  past.  • Number  of  active  shops  [track  on  Google]The  number  of  shops  who  have  supplied  at  least  one  order  in  the  past  four  weeks  • Number  of  active  customers  [track  on  Acunu]The  number  of  customers  who  have  completed  at  least  one  job  in  the  past  four  weeksTuesday, May 14, 13
  19. 19. KEY METRICS 19Referral  • Number  of  customers  who  have  linked  their  account  to  social  media  How  many  customers  connect  to  social  media  [track  on  Flurry]• Number  of  tweets  with  the  Wine.Me  hashtag.  Track  the  #WineMe  to  research  referrals  on  twitter  []•Number  of  customers  who  have  clicked  share  with  in  the  apps  How  many  customers  have  clicked  “share”  within  the  app  [track  on  Flurry]Tuesday, May 14, 13
  20. 20. KEY METRICS 20Revenue• %  of  orders  complete  [track  on  Acunu]The  %  of  orders  that  complete  –  target  in  the  90’s.• Orders  per  customer  per  month  [track  on  Acunu]The  number  of  customers  who  order  in  a  month• Number  of  orders  [track  on  Acunu]The  number  of  orders  in  a  given  time  period• Number  of  bottles  per  order  [track  on  Acunu]The  number  of  bottles  ordered  in  each  order• Number  of  bottles  provided  by  each  shop  per  month  [track  on  Google]The  number  of  bottles  provided  by  each  shop  Tuesday, May 14, 13
  21. 21. USER PERSONAS 21‣ LAge:  28  -­‐  45Income:  £100k+  (Household)Shops  at:  John  Lewis/Waitrose,  LibertyEats  in:  Notting  Hill,  ChelseaDrives:  MercedesSpends:  £5K  a  year  on  wine  for  home  consumptionWatches:  More4,  BBC1Loves:  Pinterest,  Celine  Handbags,  ParisCHELSEA MUMSTuesday, May 14, 13
  22. 22. USER PERSONAS 22‣ LAge:  25  -­‐  34Income:  £25k+  Shops  at:  Net-­‐a-­‐Porter,  ASOS,  boutiques,  H&M,  TopShopSpends:  £1K  a  year  on  wine  for  home  consumptionEats  in:  Shoreditch,  SohoWorks  in:  Marketing,  Advertising,  Finance  Loves:  Twitter,  Grazia,  Majorca,  Dinner  Parties,  Girls’  NightsPYTSTuesday, May 14, 13
  23. 23. USER PERSONAS 23‣ LAge:  29  -­‐  45Income:  £30k+  Watches:  TopGear,  Jerry  Maguire,  Master  ChefSpends:  £3K  a  year  on  wine  for  home  consumptionEats  in:  Soho,  Dirty  Pizza  shopsWorks  in:  Bluecollar,  Finance,  AdvertisingLoves:  Beer,  wine  and  gin  and  their  iPadBOOZEHOUNDSTuesday, May 14, 13
  24. 24. USER PERSONAS 24‣ LAge:  30  -­‐  45Income:  £30k+  Watches:  MasterChef,  Come  Dine  With  Me,  Great  British  BakeoffSpends:  £25K  a  year  on  wine  for  clientsEats  in:  Small  bites  in  the  corner  of  an  eventWorks  in:  Events,  Marketing,  AdvertisingLoves:  Jamie  Oliver,  Martha  Stewart,  Brit  MorinEVENT ORGANIZERSTuesday, May 14, 13
  25. 25. USER FACING TECHNOLOGY 25The  two  arguments:‣ Native vs. Hybrid App: Why we’re going Native‣ Services for Hybrid: Sencha Touch, Pure HTML5, PhoneGap‣ We want to be sexy, native and not clunky. We need to be associated with high quality (wine+ tech) and smoothness (delivery + tech).‣ iOS vs. Android: Why we’re going iOS first, then Android‣ iOS first because that’s where the money is flowing the fastest in the city of London.‣ Android Q3/Q4 LaunchTuesday, May 14, 13
  26. 26. TECHNOLOGY 2624% of U.S. adult onlineiPhone users and 21% ofAndroid users have used ashopping application in thepast three months-ForresterTuesday, May 14, 13
  27. 27. BACK-END TECHNOLOGY 27The  argument:  ‣ In-House or Distributed Technologies‣ We will use distributed servers like Amazon orRackspace to host the web technologies‣ We will use a distributed database like Cassandra‣ All these technologies are scalable + work withour budget‣ Why? Because if one bit fails, it doesn’t takedown the entire systemTuesday, May 14, 13
  28. 28. ROADMAP 28‣ LTuesday, May 14, 13
  29. 29. ROADMAP 29‣ LTuesday, May 14, 13
  30. 30. MVP 30TO THE TWITTERS!MVP  Product  tests  demand  on  Twitter  with  simple.  HashTag  triggers  delivery  with  follow  up  DM  for  more  information.  ‣ LTuesday, May 14, 13
  31. 31. FEATURE PRIORITIZATION 31‣ LPriority  #1•Logging  in  /  out•Sign  Up  /  Data  Lields•CC  entry  form,  Security  /  Card  Data•Full  ProLile  Forms•Wine  Selection   -­‐3  wines,  Name,  Price,  Quantity  Selection-­‐Wine  Description,  Image•Order   -­‐Buy  Now,  ConLirmation,  Detail  Check,  ReLine  Address,  Geolocation,  Delivery  Info,  Cancel,  Call  Driver  ConLirmationTuesday, May 14, 13
  32. 32. FEATURE PRIORITIZATION 32‣ LPriority  #2•Social  Sharing:  Twitter,  Facebook,  Email  &  SMSPriority  #3•Wine  Me  Account  /  Order  History•Wine.Not?  suggestions  and  promptsPriority  #4  •Order  Placed  Instant  Dance  Party•Food/Cheese  PairingsTuesday, May 14, 13
  33. 33. STORYBOARDING 33‣ LTuesday, May 14, 13
  34. 34. STORYBOARDING 34‣ LTuesday, May 14, 13
  35. 35. PRODUCT DESCRIPTION 35‣ LTuesday, May 14, 13
  36. 36. CONCLUSION 36Questions?  More  Wine?  Tuesday, May 14, 13
  37. 37. CONCLUSION 37Wine  Not?!  Tuesday, May 14, 13