Experiments - How we testAsk bar goers a set of questions that directly measure ourhypotheses:Do you have problems getting your drinks at the bar?On busy nights, how long do you feel you spend buying a round for your friends? ● What parts of getting the round do you hate?Are you likely to use mobile payments at a bar?Do you use mobile payments today? What do you like about them? What businesses doyou wish had a mobile payments option?Would you order on your phone?Do you currently use any mobile ordering apps (Grubhub)? ● If yes, explain your ideal ordering app at a bar, concert, dance club ● If no, why not?Would you send drinks as gifts to friends?Do you currently buy friends drinks on their birthday? ● What do you do if they live in a different city? Or you cant make it out that night? ● What do you think about facebook gifts?
Results - Revenue ModelHypotheses pass/fail numbersOwners are willing to pay for accepting mobile drink ordering - 60% ● $99/monthOwners are willing to pay for the full cost of their iPad - 65%Owners are willing to pay a fee to send drinks out to customers - 50% ● $1 per drinkOwners are willing to pay for analytics about their customers - 20% ● $99/monthResults3 Existing contracts on subscription model at $66/month3 Prefer subscription ● $100, $50-200, $300-5006 Prefer percentage of drink cost ● Must be competitive with other payment processors (4-5%, 7%)Bar owners might actually consider paying percent of transactions, we ruledthat out because of MKE bars.
Results - Get Strategy (Bar Goers)HypothesesWants to place orders on their phone - 60%Are interested in spending less time in line - 60%Want to stop dealing with closing tabs - 60%Will go to a bar if their friend sends them a free drink to that bar - 40%Bar goers will send gifts to their friends on special occasions - 60%Results69% said theyd order on their phone24% have issues getting their drink at the bar81% would socially send drinks to friends "I already get free drinks at the bars I go to because they know me there, Im a regular"
Results - Get Strategy (Bar Owners)HypothesesWilling to adopt to a tool for accepting mobile orders - 45%Bars are willing to have two active point of sales systems - 25%Would be more likely to purchase if a competitor has purchased - 30%Bars dont look for new outreach tools online - 60%Bars dont actively look for ways to increase efficiency - 40%ResultsBars are already giving out free drinks and special prices to regularsBars will pay to bring in customers to their barThey already use a lot of marketing ● Social media (Facebook more than twitter) ● Promotions / SpecialsBars are always researching new ways to bring in customers"Eyes Dilate" when we talk about social giftsClose out process can take 1 - 2 hours (Tallying tips takes forever)Bartenders have a pain point at the bar at close time, have to round everyone up.1 Owner threw us out on premise
Next StepsNext StepsTalk to more owners/managers, ten is not enough to glean much useful informationMore customer interviews, focus more on how mobile payments and gift drinks wouldbe used.Ask more situational questions, broad questions may be inflating our "yesses"Start interviewing bartenders/waitresses, their participation is integral to our success (Abunch of key partners)
ChannelsBar GoersPromotional Materials - In bar promotional items such as table tents and postersCustomer Support - Help ensure proper usage of the applicationInternet - Social media outreach (word of mouth), facebook adsBars - Send free drinks to their customersGoer to Goer - Sending giftsApp storePaid marketingBar OwnersDirect sales - Make initial contact and help owners evaluate value propsAccount Manager - Assist owners with management and promotions / campaignsBar Goers - Suggesting app
Customer Relationships Bar Goers Bar Owners Get GetConvenience and In-person salesgifts from friends Word of mouth Keep Keep Giving and Continuous patron usage receiving social Events planned with bar gifts Grow Grow Gift giving campaignsLoyalty programs