1. BLIZINI.COM
VISUAL COMPARISON & POLLING
Easy online polls for subjective opinion across
items from multiple websites
Customers Interviewed – 138
Online Surveyed – 60
Lo-Fi Test - 55
Unique Visitors – 580 (2000+ page views)
Pivots – 4

2. Team
Ajit Mahareddy Lars Folide
Product Manager at Dell PhD at BI Business School
MBA Candidate at UC Berkeley - Masters (Innovation & Finance)
Haas School of Business Bachelors (Marketing &
Computer Science)
Parimi Srinivas Rohit Paliwal
Sr. Manager at Brocade Sr. Computer Scientist at Adobe
MBA Candidate at UC Berkeley - Systems Inc.
Haas School of Business MBA Candidate at UC Berkeley -
Haas School of Business
Mentors & Advisors
• Sumeet Jain
• Nick O’Connor
• Steve Gertz

3. Original Idea
LinkedIn for life’s decisions
Enabling users to find and contact people in their
network who can help and advise in day to day
decisions

4. Blizini.com – #1
- Build Trust with
customers - Build Trust.
- Trusted
- Easy to use - Share information
testimonials from
communication with only those who
people in network
platform are authorized by
- Customer users.
- Quick access to
development - Give control to
“who” in network
- Partner users.
can help
Social networking development Internet users
platforms. looking for advice in
- Historical
making a decision
perspective based on
long term experience
Businesses (local
and online) - Access to 2nd and
- Users Internet – web &
- Engineering 3rd level contacts for
mobile
- IP trusted testimonials
• Customer development • Online Ads
• Software engineering • Affiliate marketing
• Operations • Premium subscription

5. Week 2
People
Hypotheses
Interviewed
20 13

6. Key Hypotheses
? Friends’ opinions influence decisions.
? Friends’ opinions are trusted more than expert reviews & user
reviews.
? Users find out what products friends use through traditional
communication tools.
? Users seek advice only from a subset of friends.
? Users brag about the products they use.
? Facebook is not generally used to seek product reviews.
? Users share what products they use with friends and friends of
friends.
? Users seek friends’ opinions through traditional
communication tools.

7. Key Hypotheses - Result
 Friends’ opinions influence decisions.
 Friends’ opinions are trusted more than expert reviews & user
reviews.
 Users find out what products friends use through traditional
communication tools.
 Users seek advice only from a subset of friends.
X Users brag about the products they use.
 Facebook is not generally used to seek product reviews.
 Users share what products they use with friends and friends of
friends.
 Users seek friends’ opinions through traditional
communication tools.

8. Week 3
People Low Fidelity
Web Survey
Interviewed Test
17/55
10 60
Responses

9. Lo-Fi Experiment
What
• Sent email via MailChimp to 55 classmates
• Asked if they can help finding a Dentist: Yes/ No
• Yes/No Links took to Wordpress blog for commenting
Result: 17 responses
• 9 Yes
• 6 No
• 1 replied via email
• 1 thought this was a phishing scam

10. Key Learnings
• 75% would be willing to offer advise to friends and
family, if asked
• Almost everyone one said they will NOT do it proactively,
i.e. will not create a profile
Challenge: Catch-22 situation

11. Pivot
TRUSTED ADVICE FOR LIFE’S
DECISIONS
Enabling users to find and contact people in their
network who can help and advise in day to day
decisions

12. Blizini.com – #2
- Build Trust with 23
customers - Trusted testimonials - Build Trust.
- Easy to use from people in - Share information 23
communication network with only those who
platform are authorized by
- Customer - Quick access to users.
development “who” in network - Give control to
- Partner can help users.
Social networking development Internet users
platforms. - Historical looking for advice in
perspective based on making a decision
long term experience
10
Businesses (local
and online) - Access to 2nd and 3rd Advertisers
- Users level contacts for Internet – web &
- Engineering trusted testimonials mobile
- IP
Targeted Ads
• Customer development • Online Ads
• Software engineering • Affiliate marketing
• Operations • Premium subscription

13. Week 4
People
MVP
Interviewed
17
Created
Wireframes

14. MARKET LANDSCAPE
Search
User Reviews
Q&A Specialized
Forums
Social
Network
Q&A
Blogs
Expert Reviews

15. Customer Interviews
Why will I use you?
Lot of Q&A sites,
some general
some with specific Context matters,
verticals but only in specific
cases
Focus:
Differentiate
Simplify
For most people,
large number of Many people don’t
reviews made them ask others since its
trustworthy too much work

16. Blizini.com – #3
- Build Trust with 40 - Build Trust.
customers Quick access to - Share 40
- Easy to use people across information with Web users
communication various Social only those who looking to
Social platform networks and are authorized by connect with
networking contact lists, to users. friends for advice
platforms. get trusted advice
and/or gather
opinion
Businesses (local
and online) -Email 18
-Social Networks Advertisers
Targeted Ads
Users - SMS
Engineering
IP
Ad networks
- Platform development - Online Ads
- Operational costs - Affiliate marketing
- Customer acquisition

17. Wireframes – v1

18. Week 5
People
Lo-Fi #2
Interviewed
Updated
31
Wireframes

19. Customer Interviews
Provide a lot of
context and do
homework before
Helping should not asking a question
require a lot of Most common
work theme: Help in
shopping products
online
Focus:
Online shopping
Clothes: Like to get
help unless dress is
Easy experience People don’t want to
spam and will not ask
for special occasion Less work for questions for cheap
and the other person recommender products
may be there
The person
Different people
providing help
can help in
should not have to
different things
do a lot of work
Person providing recommendation Person seeking recommendation

20. Pivot
TRUSTED ADVICE FOR LIFE’S
DECISIONS ONLINE SHOPPING
Enabling users to find and contact people in their
network who can help and advise in day to day
Online Shopping decisions

21. Blizini.com – #3
- Build Trust with 40 - Build Trust.
customers Quick access to - Share 40
- Easy to use people across information with All Web users
communication various Social only those who looking to
Social platform networks and are authorized by connect with
networking contact lists, to users. friends for advice
platforms. get trusted advice
and/or gather
opinion
Businesses (local
and online) -Email 18
-Social Networks Advertisers
Targeted Ads
Users - SMS
Engineering
IP
Ad networks
- Platform development - Online Ads
- Operational costs - Affiliate marketing
- Customer acquisition

22. Blizini.com – #4
- Easy to use
71 71
communication Get trusted - SEO All Web users
Social platform recommendations - Partner sites looking to buy
networking - Customer from friends for - Blog products online
platforms. Development Online products - Virality (e.g: digital
camera, smart
phone)
Online
e-commerce
- Targeted Ads - www.blizini.com
Sites (e.g:
based on - Mobile app42
Amazon, Advertisers
product being - P2P: Friend’s
BestBuy) - Users discussed request
- Engineering - Partner Sites
- Ad networks
- Direct Sales
- Platform development - Affiliate marketing
- Operational costs - Online Ads
- Customer acquisition

23. Wireframes – v1

24. Wireframes – v2
Screen 1: Screen 2:
Person seeking recommendation Person providing recommendation

25. Week 6
People
MVP
Interviewed
Started
17 Development

26. Customer Interviews
Primarily CPC For electronics:
model, very little most people rely
Initially use CPM on expert reviews
Google AdWords
since spec based
or Microsoft
Focus:
Price may change Apparel Shopping Get free returns, so
behavior: Not want why bothers
to reveal if buying for women friends?
very expensive
shoes. Easy experience
FB wall is for Sometimes not
Send links of
distant friends, sure which dress
dresses via email to
not for close is appropriate for
friends for opinion
friends. which event.
Interview with Online Ad Experts Interviews with customers

27. Pivot
TRUSTED ADVICE FOR ONLINE
SHOPPING FOR WOMEN’S APPAREL
Enabling women to contact people in their network
who can help and advise in Online Apparel
Shopping decisions

28. Blizini.com – #4
- Easy to use
71
communication Get trusted - SEO All Web users 71
Social platform recommendations - Partner sites looking to buy
networking - Customer from friends for - Blog products online
platforms. Development Online products - Virality (e.g: digital
camera, smart
phone)
Online
e-commerce
- Targeted Ads - www.blizini.com
Sites (e.g:
based on - Mobile app42
Amazon, Advertisers
product being - P2P: Friend’s
BestBuy) - Users discussed request
- Engineering - Partner Sites
- Ad networks
- Direct Sales
- Platform development - Affiliate marketing
- Operational costs - Online Ads
- Customer acquisition

29. Blizini.com – #5
88
- Easy to use
communication Get trusted - SEO 88
- Partner sites Women looking
Social platform recommendations
- Blog to buy Apparel
networking - Customer from friends for
- Virality Online (e.g.:
platforms. Development Online products Clothing,
Handbags)
Online
e-commerce
- Targeted Ads - www.blizini.com
Sites (e.g:
based on - Mobile app42
Amazon, Macys, Advertisers
product being - P2P: Friend’s
Nordstrom etc.) - Users discussed request
- Engineering - Partner Sites
- Ad networks
- Direct Sales
- Platform development - Affiliate marketing
- Operational costs - Online Ads
- Customer acquisition

30. Week 7
People Experiments
MVP v1
Interviewed
Completed
16 theKnot.com
F&F

34. Test Success or Failure?
Several comments on theKnot.com
Zero comments on Blizini.com

35. theKnot Test: Key Learnings
People went One post of
back to comment theKnot 
on theKnot 72min on
Blizini.com
Need Partners
How to engage &
keep customers?
Virality unproven:
People generally
Not yet clear if
comfortable in
others will use
clicking the link to
Blizini.com for their
a brand new
use
website

36. Week 8
People Experiments
MVP
Interviewed
Enhancements
14 Babycenter.com
CircleofMoms.com

37. Key Learnings
Make it even Allow others to
Will use only for big
easier & add ticket items suggest
polling alternates
Stick to vertical
or go generic?
“Can we use it for”: picking gift, vacation planning, group
event planning, car color, dress accessories ….

38. Blizini.com – #6
- Easy to use 104 104
communication Get trusted - SEO
- Partner sites Women looking
Social platform recommendations
- Blog to buy Apparel
networking - Customer from friends for
- Virality Online (e.g.:
platforms Development Online products Clothing,
Handbags)
Online
e-commerce 2 55
- Targeted Ads - www.blizini.com
Sites (e.g: 2
based on - Mobile app
Amazon, Macys, Advertisers
product being - P2P: Friend’s
Nordstrom) - Users discussed request
- Engineering - Partner Sites
- Ad networks
- Direct Sales
4
- Platform development - Affiliate marketing
5
- Operational costs - Online Ads
- Customer acquisition

39. Blizini.com – #7
1 - Easy to use 118 118
communication Get trusted - SEO
Social networking - Partner sites Women looking
platform recommendations
platforms - Blog to buy Apparel
- Customer from friends for
- Virality Online (e.g.:
Development Online products
Online ecommerce Clothing,
Sites (e.g: Amazon, Handbags)
Macys,
Nordstrom) 2 65
- Targeted Ads - www.blizini.com
Specialized forums based on - Mobile app 2
Advertisers
(theKnot.com, product being - P2P: Friend’s
weddingwire.com, - Users discussed request
theBump.com) - Engineering - Partner Sites
- Ad networks
- Direct Sales
4
- Platform development - Affiliate marketing 5
- Operational costs - Online Ads
- Customer acquisition

40. Final 2 Weeks
People
MVP Experiments
Interviewed
20 Enhanced Yahoo Answers
theBump
LonelyPlanet
Tripadvisor

41. Key Learnings
People like
comparing across Lots of other
Need Domain sites interesting use
Expertise!!!
cases
Run more
experiments I think this might
with a generic work for furniture!
Can it help in offering
deciding
accommodation for
group vacation?
Is there a way for
Can I compare people to also
more than 3 items? recommend?

42. Pivot
TRUSTED ADVICE FOR ONLINE
SHOPPING FOR WOMEN’S APPAREL
VISUAL COMPARISON & POLLS
Enabling women to contact people in their network who can
help and advise in Online Apparel Shopping decisions
Easy online polls for subjective opinion across items
from multiple websites

43. Blizini.com – #7
1 - Easy to use 118 118
communication - SEO
Get trusted - Partner sites Women looking
platform
Online recommendations - Blog to buy Apparel
- Customer
e-commerce from friends for - Virality Online (e.g.:
Development
Sites (e.g: Online products Clothing,
Amazon, Macys, Handbags)
Nordstrom)
2 65
Specialized - Targeted Ads - www.blizini.com
forums based on - Mobile app 2
Advertisers
(theKnot.com, product being - P2P: Friend’s
weddingwire.co - Users discussed request
m, - Engineering - Partner Sites
theBump.com) - Ad networks
- Direct Sales
4
- Platform development - Affiliate marketing 5
- Operational costs - Online Ads
- Customer acquisition

44. Blizini.com – #8
138
1 - Easy to use 138
Social Easy online polls - SEO
communication
networking for subjective - Partner sites
platform
platforms opinion across - Blog People looking to
- Customer
items from - Virality compare items
Development
Online multiple websites subjectively from
e-commerce same/different
Sites (e.g: websites
Amazon, Macys, 2
65
Nordstrom) Targeted Ad or - www.blizini.com
Ad data based - Mobile app 2
on product being Advertisers
Specialized - P2P: Friend’s
forums - Users discussed request
- Engineering - Partner Sites
Visual Arts Customer Online Retailers
Analytics Ad networks
websites
Direct Sales
4
- Platform development Affiliate marketing 5
- Operational costs Online Ads
- Customer acquisition Customer
Analytics

45. March 24 – April 1

55. Validate
hypotheses
Update
Business
Pivot?
Next Model
Canvas
Steps
Update
Analyze
MVP – run
results
live tests

56. Demo

57. Questions