MuseumNext 2012MuPon
Our presentation Gadago Non-Profit The MuPon experience Statistics Business Model Collaboration with museums
“You’ve got to go see these exhibitions!”↓“Gotta go”↓Gadago NPOWe strive to make art and design a part ofeveryones life.Ou...
1,000 cultural institutionsHow do we make sense of it all?
TokyoArtBeat.com Launched 2004   Tokyo Art Map Launched 2008@TokyoArtBeat_jp Launched 2009    Tokyo Art Beat App Launched ...
In order to accompany ourusers, we’d need to offermobility, curation, quality &exclusivity.
The rules of engagement Mobility: app Curation: limited list of exhibitions Quality: popular museums Exclusivity: coupons,...
After                        Before               DuringThe User Experience of Art Going
Event listAfter                    Before          During        Discovery
Event list                          NotificationsAfter                 Before        During    Reminders
Event list                           NotificationsAfter                  Before                              Twitter       ...
Event list                             NotificationsAfter                    Before                                Twitter ...
Event list                           Notifications After                  Before                              Twitter      ...
Event list                                       Notifications         After                              Before           ...
Event list                                     NotificationsTwitter   After                            Before              ...
Event list   History                              NotificationsTwitter      After                               Before     ...
Event list   History                               NotificationsTwitter        After                                Before ...
app price                             €10validity                              One yearavg. museum entrance in tokyo      ...
From the get go,MuPon was designed to bea self-sustained business.
Gadago started MuPon with... A big idea! Limited budget for the initial build No budget for the trained staff required to o...
Create a virtuous circle               better discounts               on mupon    more interest            happier users  ...
It’s not enough to launch.Continuity is key to multiplyingimpact.
App sales as the source of revenue Good track record with smartphone apps Paid upfront Not dependent on museum pockets Kee...
Create a virtuous circle               better discounts               on mupon    more interest                happier use...
Plan for a financial runwaythat allows launch, andcontinued development.
Technology           Gadago Museums            Art goersTogether, we are strong!
have                      wantgadago     Audiences, museum         People to go to exhibitions           partnershipsdev t...
Don’t try to do everythingyourself.Know where your organizationis creating value.
Technology                                 30%             Gadago               30%        Apple            sales, managem...
Technology                                 30%             Gadago               30%        Apple            sales, managem...
Technology                                    30%                Gadago               30%        Apple               sales...
Technology                                 30%             Gadago               30%        Apple            sales, managem...
have                      want                       getgadago     Audiences, museum         People to go to            Pe...
RecapLeverage the strengths of your existingservices and environmentCreate multiple touch points in the userexperience, bo...
ありがとうございました!         Thank You!  Paul                Tomomi  @aka_me             @tzs
MuPon: Mobile discounts to foster repeat visitors & an art-going lifestyle (MuseumNext 2012)
MuPon: Mobile discounts to foster repeat visitors & an art-going lifestyle (MuseumNext 2012)
MuPon: Mobile discounts to foster repeat visitors & an art-going lifestyle (MuseumNext 2012)
MuPon: Mobile discounts to foster repeat visitors & an art-going lifestyle (MuseumNext 2012)
MuPon: Mobile discounts to foster repeat visitors & an art-going lifestyle (MuseumNext 2012)
MuPon: Mobile discounts to foster repeat visitors & an art-going lifestyle (MuseumNext 2012)
MuPon: Mobile discounts to foster repeat visitors & an art-going lifestyle (MuseumNext 2012)
MuPon: Mobile discounts to foster repeat visitors & an art-going lifestyle (MuseumNext 2012)
MuPon: Mobile discounts to foster repeat visitors & an art-going lifestyle (MuseumNext 2012)
MuPon: Mobile discounts to foster repeat visitors & an art-going lifestyle (MuseumNext 2012)
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MuPon: Mobile discounts to foster repeat visitors & an art-going lifestyle (MuseumNext 2012)

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Presentation given in May 2012 by Paul Baron & Tomomi Sasaki, GADAGO NPO in Barcelona for MuseumNext 2012.
What happens when Tokyo art goers are presented with a €10 iphone app full of admission discounts to the 30 best museums in town? Learn from our 1.5yrs of running MuPon; a collaboration between a non-profit organization and museums, a sustainable business with 20,000 users, & a low-risk testing ground for cultural institutions to experiment with digital initiatives.

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MuPon: Mobile discounts to foster repeat visitors & an art-going lifestyle (MuseumNext 2012)

  1. 1. MuseumNext 2012MuPon
  2. 2. Our presentation Gadago Non-Profit The MuPon experience Statistics Business Model Collaboration with museums
  3. 3. “You’ve got to go see these exhibitions!”↓“Gotta go”↓Gadago NPOWe strive to make art and design a part ofeveryones life.Our services and activities are bilingualJapanese/English, independent, neutraland non-profit.
  4. 4. 1,000 cultural institutionsHow do we make sense of it all?
  5. 5. TokyoArtBeat.com Launched 2004 Tokyo Art Map Launched 2008@TokyoArtBeat_jp Launched 2009 Tokyo Art Beat App Launched 2010
  6. 6. In order to accompany ourusers, we’d need to offermobility, curation, quality &exclusivity.
  7. 7. The rules of engagement Mobility: app Curation: limited list of exhibitions Quality: popular museums Exclusivity: coupons, events
  8. 8. After Before DuringThe User Experience of Art Going
  9. 9. Event listAfter Before During Discovery
  10. 10. Event list NotificationsAfter Before During Reminders
  11. 11. Event list NotificationsAfter Before Twitter Invite During Sharing
  12. 12. Event list NotificationsAfter Before Twitter Invite Coupons During Incentive
  13. 13. Event list Notifications After Before Twitter Invite Coupons During Museum EventsCommunity building
  14. 14. Event list Notifications After Before TwitterCoffee? Invite Coupons During Museum Events Stickiness
  15. 15. Event list NotificationsTwitter After Before Twitter Coffee? Invite Coupons During Museum Events Sharing
  16. 16. Event list History NotificationsTwitter After Before Twitter Coffee? Invite Coupons During Museum Events Memory
  17. 17. Event list History NotificationsTwitter After Before Twitter Coffee? Invite Coupons During Museum Events The User Experience of MuPon
  18. 18. app price €10validity One yearavg. museum entrance in tokyo ∼€12avg. mupon discount €1∼ €3150 discounts in 2011 €300+downloads / tickets used in 2011 8,000 / 10,000downloads / tickets used in jan~may 6,000 / 5,0002012
  19. 19. From the get go,MuPon was designed to bea self-sustained business.
  20. 20. Gadago started MuPon with... A big idea! Limited budget for the initial build No budget for the trained staff required to operate the service Knowing the service required a certain number of users and museums to be of value
  21. 21. Create a virtuous circle better discounts on mupon more interest happier users from museums on mupon more referrals
  22. 22. It’s not enough to launch.Continuity is key to multiplyingimpact.
  23. 23. App sales as the source of revenue Good track record with smartphone apps Paid upfront Not dependent on museum pockets Keep our independence
  24. 24. Create a virtuous circle better discounts on mupon more interest happier users from museums on mupon more referrals more app sales continuous resources for development road to happiness!
  25. 25. Plan for a financial runwaythat allows launch, andcontinued development.
  26. 26. Technology Gadago Museums Art goersTogether, we are strong!
  27. 27. have wantgadago Audiences, museum People to go to exhibitions partnershipsdev team Technological resources Interesting, sustainable projectsmuseums Content (exhibitions) Audiencesusers Smartphones, some € More, quality museum experiences
  28. 28. Don’t try to do everythingyourself.Know where your organizationis creating value.
  29. 29. Technology 30% Gadago 30% Apple sales, management, promotion 0€ 10€Museums Art goers 1-2€ discountsUsers pay €10 to download app.
  30. 30. Technology 30% Gadago 30% Apple sales, management, promotion 0€ 10€Museums Art goers 1-2€ discounts Cost for museums to start = 0
  31. 31. Technology 30% Gadago 30% Apple sales, management, promotion 0€ 10€ Museums Art goers 1-2€ discountsApp building covered by revenue share
  32. 32. Technology 30% Gadago 30% Apple sales, management, promotion 0€ 10€Museums Art goers 1-2€ discounts A new app each year
  33. 33. have want getgadago Audiences, museum People to go to People to go to partnerships exhibitions exhibitions (And come to Museum Next!)dev team Technological resources Interesting, sustainable Interesting, sustainable projects projectmuseums Content (exhibitions) Audiences Bigger audiences New audiencesusers Smartphones, some € More, quality museum Discounts experiences Selected exhibition information Community participation
  34. 34. RecapLeverage the strengths of your existingservices and environmentCreate multiple touch points in the userexperience, both online and offlinePlan for a runway to launch and iterateWork with others to build a strongfoundation
  35. 35. ありがとうございました! Thank You! Paul Tomomi @aka_me @tzs

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