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Game On!
 

Game On!

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Final Project for Marketing and Innovation MBA course.

Final Project for Marketing and Innovation MBA course.

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  • JeremyCurrent ScenarioDecide just before lunch you want to play a game of basketballCall all your friendsPost on FacebookEveryone’s busy too!You may want to play with someone you know Also open to just playing with someone new, life revolves around our activitiesPeople can’t plan their sports schedule in advancePeople can’t find a partner when they are available to playPeople don’t want to become a member of sports clubs because it is too expensive
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Game On! Game On! Presentation Transcript

  • Game On!Your game is just few taps away!
  • ChallengeLife is on-demand Game On!
  • ChallengeLife is on-demand▪ Everyone is on the go▪ People want to be healthy▪ No one wants to play alone▪ Everyone has a mobile device Game On!
  • Challenge SolutionLife is on-demand “Xbox Live” for real-life sports▪ Everyone is on the go▪ People want to be healthy▪ No one wants to play alone▪ Everyone has a mobile device Game On!
  • Challenge SolutionLife is on-demand “Xbox Live” for real-life sports▪ Everyone is on the go ▪ Play pick up games on-demand▪ People want to be healthy ▪ Proprietary ranking system▪ No one wants to play alone ▪ Find players, trainers or courts▪ Everyone has a mobile device ▪ Mobile interface Game On!
  • Is there a Market? Game On!
  • How many times would you PREFER to play? 5+ times a week3 – 5 times a week1 – 3 times a week < 1 a week 0% 10% 20% 30% 40% 50% 60% 70% 80% Game On!
  • How many times do you play sports in aweek? 5+ times a week3 – 5 times a week1 – 3 times a week < 1 a week 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Game On!
  • What are your main constraints? No ConstraintsCourt availability LogisticsFinding a partner 0% 5% 10% 15% 20% 25% Game On!
  • Initial Focus▪ Busy, active professionals ▪ Want to play but don’t have time to bother with logistics Tennis Basketball▪ Smaller group sports ▪ Easier to coordinate details▪ Based around time, sport, location, and skill level▪ Single match and tournament capabilitiesFuture Growth*▪ Casual players ▪ Coordinate board games, workouts▪ Formal group sports coordination ▪ Become database of “available fields/courts” Game On!
  • The Landscape Game On!
  • BuddyUp.com TennisHound• Poor browser and mobile • No mobile app, no ranking experience CompetitorsFindaGolfer.com Leagues• No membership base and confusing • Can’t do impromptu games Game On!
  • Customers & Collaborators Players Tournament Coordinators Instructors RetailersDescription Individual trying to Need game-matching Target/reach players Sell sporting goods to quickly coordinate platform to help administrate looking to hone their audience based on logistics of a complicated ranking aspect skills in the specific sport, skill level, and spontaneous pick-up of tournament. sport. geographic location. game on demand.Collaboration Provide game data Provide game data and Provide tips, tricks to Promote application inProposition and information on information on players and users and feedback local establishments. players and sports in sports in order to populate loop on the app. order to populate the the member database. member database. Game On!
  • How much would you be willing to pay?* Over $5Between $.01 - $5 Zero 0% 10% 20% 30% 40% 50% 60% * Pay to play a sport on-demand where player and logistics were coordinated for? Game On!
  • Player OfferingBasic - Free Premium -$7 per month▪ Matching through proprietary ranking ▪ Additional player related information▪ Game reminders before games ▪ Ability to add/view more of your information▪ Schedule instructors when players unavailable ▪ Instructor discounts ▪ Achievements based on activities that build▪ Sports-related offerings from local retailers “ego”▪ Opt-in weekly sports related tips and news ▪ Better chance of finding a partner (higher on player availability list)▪ Points based on activities that build the business ▪ Ability to create tiered game tournaments ▪ Ability to play in tiered game tournament Game On!
  • Advertiser OfferingsRetailers/Brands – PPC Instructors - % of trainingRevenue class▪ Advertise products based on the ▪ Provide services based on following demographics (preliminary) demographics or volume ▪ Sport ▪ Sport ▪ Location ▪ Location ▪ Skill Level ▪ Skill Level▪ Revenue generated through PPC ▪ Revenue generated through model commission Game On!
  • Compelling Experience Game On!
  • Scheduling a Game When & Sport? Open Games Where? Game On! SelSele or Sign Up Today! Add Location Game On!
  • Accepting a Game Rate your mates? Skill Punctuality Friendliness Game On!
  • Ranking▪ Sports specific information ▪ Tennis: forehand, backhand, serve, etc. ▪ Basketball: hookshot, 3-points, lay up, etc.▪ Everyone starts at same level, then scale ranks up based on feedback▪ Trusted ranking individuals given more weight▪ Opt-in to share rankings (except in tournament)▪ Information used to better “match” players and provide advertising insight for instructors and retailers Game On!
  • Customer Retention & RewardsAchievements – Ego Builders Points – Business Builders▪ Completing certain community ▪ Completing certain value-added building activities activities ▪ Getting a high skill ranking for certain ▪ Playing a certain number of games sport/activity ▪ Adding reviews and player information ▪ Playing a lot of games at a certain location ▪ Discounted on monthly premium fee▪ Badge displayed on profile for other ▪ Discounted instructor lessons users to see Game On!
  • Critical Mass Game On!
  • Total AddressableMarketBellevueKirklandRedmondSeattle Game On!
  • Marketing Initiatives▪ Online: Beta site and social community presence ▪ On court leave behind material: Seed through a branded Facebook page, twitter branded basketballs and other sporting account, and YouTube channel goods supplies at local sports courts▪ Handouts to College Campuses, New ▪ Referral program: For every 5 players added Residents, Retailers: Magnetic business cards to a free month of Premium service (assuming help customers keep our service top of mind a 1.5 “stickiness” rate TAM Expected Installs Needed Installs % Total Seattle Area Colleges 110,369 5,518 7,183 14% New Residents 63,000 1,103 4,100 8% Tennis Court Players 103,488 5,174 6,735 13% Basketball Court Players 71,400 3,570 4,647 9% Retails 420,000 6,300 27,335 55% Total 768,257 21,665 50,000 100.0% Game On!
  • Marketing Expenses & CPAHandout Expenses Cost/Handout # Needed Total Cost Expected Installs Cost/InstallCollege $ 0.65 130,000 $ 84,500 5,518 $ 13.00New Resident $ 1.68 63,000 $ 40,950 1,103 $96.00Retailer $ 0.65 420,000 $273,000 6,300 $ 43.33Total 613,000 $398,450 12,921Leave-behind Material Cost/Ball Days Courts Cost Expected Installs Cost/InstallBasketball $ 20.00 84 308 $ 1,680 5,174 $ 0.07Tennis ball (Squeezies x 3) $ 3.00 84 85 $ 252 3,570 $ 0.32Total $ 1,932 8,744 Game On!
  • Net Income (in millions)$20$15$10 $5$- 1 2 3 4 5 6 7 8 9 10$(5) Years Game On!
  • Projected Timeline Q3 2013 Q1 2014 Q2 2014 Q3 2014 Q1 2015 Q1 2016Dev Schedule Private Public Beta Refine Features Launch Grow Expand Beta FeaturesSupported Tennis & Volleyball & Baseball & Football & Soccer & TBDActivities Basketball Golf Running Board Games YogaLocations Seattle Metro Portland MetroCollege Handouts Handouts HandoutsLocal Courts Leave Behind Leave BehindNew Residents Mailing MailingInstructors 25 sign ups 50 sign upsRetailers 50 sign ups 100 signups Game On!
  • Activity Logistics Breakdown Site Reservation Popularity Group Size Weather Public Visibility Related NeededTennis Yes No Medium 1-2 Yes YesVolleyball Yes No Medium 2-6 Yes YesBasketball Yes No High 2-5 No/Yes YesRacquetball Yes Yes Medium 1 No YesFrisbee Golf Yes No Low 1 Yes YesBoard Games No No Medium 1 No No/YesBocce Ball No No Low 2-4 Yes YesGolf Yes Depends High 1-4 Yes YesBaseball Yes Yes High 9 Yes YesSoccer Yes Yes High 11 Yes/No YesCricket Yes Yes Medium 11 Yes YesYoga Yes Yes High N/A No YesRunning No No High N/A Yes Yes Game On!
  • Game On!Spend your time playing the game, not finding the game! Game On!
  • Additional Info▪ Risks & Contingencies▪ Customer Lifetime Value▪ Addressable Market Research▪ Financial Assumptions▪ Year 1 – 10 Forecasts Game On!
  • Additional Information Game On!
  • Risks & Contingencies▪ First Game Matching ▪ Request an instructor ▪ Discounted upgrade to premium▪ Larger Players Entering the Market ▪ Meetup.com or EventBrite.com Game On!
  • Lifetime Value of Customer▪ Premium Customers: ▪ $7 per month x 12 months = $84 per year ▪ 95% Retention ▪ 10% WACC ▪ $336 per Customer▪ Instructors: ▪ $100 revenue per session x 40 sessions a year = $400 per year ▪ 95% Retention ▪ 10% WACC ▪ $1,600 per Instructor Game On!
  • Addressable Market Calculations – College & New ResidentsSeattle College CampusPopulations New ResidentsSchool Students ▪ New Seattle Metro Residents per YearUniversity of Washington 46,653 ▪ Seattle city population: 620,778 (increased by 56,000 persons, or 8 %Seattle University 6,616 from 2000 to 2011) ▪ Population in Seattle metro: 3,500,026Seattle Pacific University 4,000 (increased by 1.75% from 2010 (3,439,809) to 2011)Art Institute of Seattle 2,300Cornish College of the Arts 800Seattle Community Colleges, four campuses 50,000Total 110,369 Game On!
  • Addressable Market Calculations – SportsRetailers▪ Seattle Metro Sports Retailers ▪ There are 50-100 retailers in Seattle metro ▪ Yelp with keyword of ‘sports shop in Seattle’ shows 204 results ▪ Google Map with keyword of ‘sports shop in Seattle’ shows 46 results ▪ Bing Map with keyword of ‘sports shop in Seattle’ shows 26 results Game On!
  • Addressable Market Calculations – Sports CourtsCourts in Seattle Metro Courts & Retailers Total Courts Players Days of Locations TAM per Day PromotionTennis ~1,000 Tennis 4 84 308 103,488Basketball 46 half courts and 29 full courts Basketball 10 84 85 71,400 Retailers 50 84 100 420,000 Tournaments in Seattle Metro Totals 64 84 493 594,888 Tennis BasketballTournament Participants 25 – 350 80 – 100# of Tournaments 50-100 ~50 Game On!
  • Financial AssumptionsActivity Estimates Salary ExpensesAverage Activities per month 4 Marketing/Sales Manager $80,000Months in Year 1 6 Developers (2) $250,000Tournaments (% of total) 0.50% Interns (2) $70,000Premium Estimates Business Operations $100,000Premium Membership $ 7.00Premium Conversion 10% Other ExpensesTraining EstimatesTraining Conversion 4% Administrative expenses (Rent,Utilities) $250,000Training session participants 5 Marketing Expenses $500,000Cost/person $ 20.00Total Training Revenue $ 100.00Commission 10% Monthly Amazon Web Service Cost $1,553Revenue per Training session $ 10.00Advertising EstimatesCPC $ 0.50CPC Conversion Rate 1% Game On!
  • Year 1 – 10 Estimate Forecasts Year 1 (6 months) Year 2 Year 3 Year 4 Year 5 Year 6 Year 7 Year 8 Year 9 Year 10Forecast Expected NeededBasic Subscribers 50,000 22,000 75,000 112,500 168,750 253,125 379,688 569,531 854,297 1,281,445 1,922,168Premium Subscribers 5,000 2,200 7,500 11,250 16,875 25,313 37,969 56,953 85,430 128,145 192,217Activities per year 1,200,000 528,000 1,800,000 2,700,000 4,050,000 6,075,000 9,112,500 13,668,750 20,503,125 30,754,688 46,132,031Training Sessions 2,000 880 3,000 4,500 6,750 10,125 15,188 22,781 34,172 51,258 76,887Number of Tournaments 125 110 375 563 844 1,266 1,898 2,848 4,271 6,407 9,611Fixed Cost (Annual)Salaries Marketing/Sales Manager $40,000 $40,000 $80,000 $80,000 $80,000 $80,000 $80,000 $80,000 $80,000 $80,000 $80,000 Developers $125,000 $125,000 $250,000 $250,000 $250,000 $250,000 $250,000 $250,000 $250,000 $250,000 $250,000 Business Operations $50,000 $50,000 $100,000 $100,000 $100,000 $100,000 $100,000 $100,000 $100,000 $100,000 $100,000 Interns $0 $0 $70,000 $70,000 $70,000 $70,000 $70,000 $70,000 $70,000 $70,000 $70,000Administrative expenses (Rent,Utilities) $125,000 $125,000 $100,000 $100,000 $100,000 $100,000 $100,000 $100,000 $100,000 $100,000 $100,000Marketing Expenses $500,000 $500,000 $125,000 $125,000 $125,000 $125,000 $125,000 $125,000 $125,000 $125,000 $125,000Total $840,000 $840,000 $725,000 $725,000 $725,000 $725,000 $725,000 $725,000 $725,000 $725,000 $725,000Variable CostAmazon AWS fees $9,317 $9,317 $13,976 $20,964 $31,446 $47,169 $47,169 $70,754 $106,131 $159,197 $238,795Total $9,317 $9,317 $13,976 $20,964 $31,446 $47,169 $47,169 $70,754 $106,131 $159,197 $238,795Total Cost $849,317 $849,317 $738,976 $745,964 $756,446 $772,169 $772,169 $795,754 $831,131 $884,197 $963,795RevenueCommission from Instructors $ 20,000 $ 8,800 $ 30,000 $ 45,000 $ 67,500 $ 101,250 $ 151,875 $ 227,813 $ 341,719 $ 512,578 $ 768,867Revenue from Premium Subscribers $ 210,000 $ 92,400 $ 315,000 $ 472,500 $ 708,750 $ 1,063,125 $ 1,594,688 $ 2,392,031 $ 3,588,047 $ 5,382,070 $ 8,073,105Revenue from Basic Subsribers $ - $ - $ - $ - $ - $ - $ - $ - $ - $ - $ -Revenue from Advertisements $ 250 $ 110 $ 375 $ 563 $ 844 $ 1,266 $ 1,898 $ 2,848 $ 4,271 $ 6,407 $ 9,611Total Revenue $ 230,250 $ 101,310 $ 345,375 $ 518,063 $ 777,094 $ 1,165,641 $ 1,748,461 $ 2,622,691 $ 3,934,037 $ 5,901,056 $ 8,851,583Net Income $ (619,067) $(748,007) $ (393,601) $ (227,902) $ 20,648 $ 393,471 $ 976,292 $ 1,826,937 $ 3,102,906 $ 5,016,859 $ 7,887,789 Game On!