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Campus swamps columbia univ jan 2014

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  • 1. Seaun Eddy  Jackson Foley  Chris ErlendsonTahaBakhtiyarRienziGokea Team 3 Day 5 Interviews: 89 Survey Monkey: 70
  • 2. Day 1
  • 3. Canvas
  • 4. Schools Student clubs Retailers Tech users Suppliers: Students MongoDB/ Heroku Marketing Channels Canvas Site maintenance, Students buy security, scaling items at discount Customer acquisition & Sell used items retention & instead of support donating or College campus, word of mouth Social Media Customer Referrals disposing Web/Tech Infrastructure Efficiency, safety, convenience Marketing Server maintenance VC – Labor, marketing, servers, customer acquisition Fixed – Tech, infrastructure Guerilla Marketing Mobile & Web channels Google 3-5% fee per transaction Data sales Advertisement revenue Students and Young adults, College affiliates Advertising companies
  • 5. The Good  Refined customer segments  Adopted “Get Keep Grow” for customer relationships  Confirmed “local” need, “exclusivity” need, “instant Gratification” need  Likely purchases:  Furniture  Appliances  Bikes  Tickets  People don’t want to rent  Women uncomfortable with Craigslist  People throw away valuables at the end of the year
  • 6. The Bad  Value Propositions still vague  Other segments rudimentary at best
  • 7. Day 2
  • 8. • Higher education • Student clubs • Retailers • Tech users Suppliers: • Students • MongoDB/ • Heroku • Marketing • Channels Site and server maintenance, security Buyers: Cheap, at a discount Scaling Marketing Sellers: Local platform to sell + • • • • Web/Tech Infrastructure Marketing Server maintenance More efficient, safe, and convenient than Craigslist Have a better option than donating or disposing Get: Word of mouth, guerilla marketing, Social Media Keep: Customer support, risk management, advertisement Grow: New Phase • Guerilla Marketing • Mobile & Web channels • Google Students who want to buy items Students who want to sell items: Students with extra stuff, students leaving campus for short/long terms Archetypes: • • • • • • • • • VC – Labor, marketing, servers, customer acquisition • Fixed – Tech, infrastructure • 3-5% fee per transaction • Data sales • Advertisement revenue International & visiting students+ Dormites + Freshmen + Senior + Young adult 18–35 Income < 100K People who live off campus Advertising Agencies
  • 9. Customer Segments: Freshmen, Seniors, International, Visiting students DISCONNECT! Buying at the beginning of the year, selling at the end of the year
  • 10. PANIC ENSUES!
  • 11. Proposed ways to tap seasonal market Pawn Shop •Risk of investment capital •Cost of storage •Cost of human capital Buy and Sell to retailers (same day)
  • 12. PIVOTS?!?!  CampusDJs  CampusBikes  LiveSign  CampuShare  CampusWoks
  • 13. SOLUTION 1: Leverage school storage space to reduce human capital OR SOLUTION 2: Leave the problem hanging, acknowledging that isn’t our market
  • 14. Day 3
  • 15. • Higher education • Student clubs • Retailers • Tech users Suppliers: • Students • MongoDB/ • Heroku • Marketing • Channels Site and server maintenance, security Buyers: Cheap, at a discount Scaling Marketing Sellers: Local platform to sell + • • • • Web/Tech Infrastructure Marketing Server maintenance More efficient, safe, and convenient than Craigslist Have a better option than donating or disposing Get: Word of mouth, guerilla marketing, Social Media Keep: Customer support, risk management, advertisement Grow: New Phase • Guerilla Marketing • Mobile & Web channels • Google Students who want to buy items Students who want to sell items: Students with extra stuff, students leaving campus for short/long terms Archetypes: • • • • • • • • • VC – Labor, marketing, servers, customer acquisition • Fixed – Tech, infrastructure • 3-5% fee per transaction • Data sales • Advertisement revenue International & visiting students+ Dormites + Freshmen + Senior + Young adult 18–35 Income < 100K People who live off campus Advertising Agencies
  • 16. -Advertisers+ -School administration staff+ -Student clubs -Server hosts -Retailers -Identifying New York schools and their student clubs+ -Recruiting Ambassadors+ -Building Website and Mobile Application -Creating marketing material -Campus Ambassadors+ - Tech dev team -Server space -Capital for advertising+ International Dormites: -No transport hassle+ -Comfort of dealing with university affiliates+ -Instant gratification+ Freshman Dormites: -Full spectrum of college requisites+ -Cheap options to settle quickly on budget+ -Long term solution for ad hoc needs+ Senior Dormites: -Instant conversion of trash to cash+ -No transport hassle+ -No packaging/mailing hassle+ Get:Flyering+, mailbox flooding+,social media advertising, emailing student clubs+ Keep:Wishlistalerts+, seasonal alerts+, support Grow:Cloning on other campuses+, virality+ International Dormites: -Frequently relocating high transactors+ -Higher than avg. budget -age 17-23, M/F + Freshman Dormites: -High need, primary buyers+ -Parent sponsored+ -Highest LTV+ -age 17-19, M/F+ -Campus Ambassadors+ -Website -Mobile application Senior Dormites: -Possess disposable belongings Sellers+ -age 21-23, M/F+ -Social Media pages+ all other university affiliates+ e-commerce coupled with try before you buy+ -Server costs -3% charge per transactions conducted via our payment platform -Advertising costs -Advertising revenues from ad companies -Ambassador recruiting and remuneration -Long term plan to sell consumer behavior data -Full time employee salaries
  • 17. Get Strategy Our Marketing Strategy: Campus Swaps -Advertise to U.S. higher education affiliated individuals via social media Flyering Campus Ambassadors Mailbox Flooding Student Clubs Website Mobile -Recruit ambassadors to target users via indicated methods Orientation Canvassing -Flyer more frequently inside residence halls of target customers (freshman due to purchasing needs and high LTV, seniors due to selling needs) Social Media Pages Online Advertising -Advertise alongside search results for e-commerce buzzwords Users -Build relationships with clubs via ambassadors, request to reach their list serves, target international clubs with freebies -Promote virality by prompting users to “like” our social pages upon completing transactions
  • 18. Proposed Experiments Get Strategies •Access newcomers as they are getting acclimated •Build Relationships with clubs Pass/Fail • Determine new student shopping habits •PASS • Determine if/how clubs distribute items Channels • PASS • Orientation canvassing • School administration •Flyering/social media • FAIL •Askadministrators how they value our platform
  • 19. Day 4
  • 20. -Advertisers -School administration staff - Facilities+ -Student clubs -Server hosts -Retailers -Identifying New York schools and their student clubs -Recruiting Ambassadors -Building Website and Mobile Application -Creating marketing material -Campus Ambassadors - Tech dev team -Server space -Capital for advertising International Dormites: -No transport hassle -Comfort of dealing with university affiliates -Instant gratification Freshman Dormites: -Full spectrum of college requisites -Cheap options to settle quickly on budget -Long term solution for ad hoc needs Senior Dormites: -Instant conversion of trash to cash -No transport hassle -No packaging/mailing hassle Get:Flyering, mailbox flooding, social media advertising, emailing student clubs Keep:Wishlist alerts, seasonal alerts, support Grow: Cloning on other campuses, virality Freshman Dormites: -High need, primary buyers -Parent sponsored -Highest LTV -age 17-19, M+F -Campus Ambassadors -Website -Mobile application Senior Dormites: -Possess disposable belongings  Sellers -age 21-23, M+F -Social Media pages -Adminstration+ + e-commerce coupled with try before you buy International Dormites: -Frequently relocating high transactors -Higher than avg. budget -age 17-23, M+F + all other university affiliates - Orientation+ -Server costs -3% charge per transactions conducted via our payment platform (50%) -Advertising costs -Advertising revenues from ad companies -Ambassador recruiting and remuneration -Long term plan to sell consumer behavior data -Full time employee salaries
  • 21. Website
  • 22. Testing Layouts
  • 23. Mobile
  • 24. Day 5
  • 25. -Advertisers -Server hosts -Student Ambassadors+ -School administration+ -Facilities staff+ -Eco reps+ -Student clubs+ -Orientation Assistants+ -School administration -Student club -Identifying New York schools -Recruit Ambassadors, clearly define elaborate+ partnership agreements+ -Build our technology -Create marketing material -Develop proposals for all Ambassador linked Partners+ -Alternative monetizing+ -Campus career centers+ -Student Ambassadors -Tech dev team -Server space International Dormites: -No transport hassle -Comfort of dealing with university affiliates -Instant gratification Freshman Dormites: -Full spectrum of college requisites -Cheap options to settle quickly on budget -Long term solution for ad hoc needs Senior Dormites: -Instant conversion of trash to cash -No transport hassle -No packaging/mailing hassle -Capital for advertising Get:Flyering, mailbox flooding, social media advertising, emailing student clubs Keep:Wishlist alerts, seasonal alerts, support Grow: Cloning on other campuses, virality -Student Ambassadors + -Administration+ -Orientation+ -Eco Reps+ -Student Clubs+ Freshman Dormites: -High need, primary buyers -Parent sponsored -Highest LTV -age 17-19, M+F Senior Dormites: -Possess disposable belongings  Sellers -age 21-23, M+F -Website -Mobile application - e-commerce coupled with try before you buy International Dormites: -Frequently relocating high transaction volume -Higher than avg. budget -age 17-23, M+F - all other university affiliates -Social Media pages -Server costs -3% charge per transactions conducted via our payment platform (50%) -Advertising costs -Exploring other pricing schemes, including scaling and subscription -Ambassador recruiting, commission based partnership scheme -Advertising revenues from ad companies -Full time employee salaries -Long term plan to sell consumer behavior data
  • 26. Channels (20% of revenue per campus) Campus Swaps Flyering Campus Ambassadors Mailbox Flooding Support Orientation Canvassing Student Clubs Server costs: Y1-$200, Y2- $1000 Website Mobile Social Media Pages Online Advertising Marketing costs: Y2-$5,000, Y3- $30,000 Users
  • 27. Revenue model Advertising companies Space Revenue Payment Platform 3% fee on cards transactions CONFIRMED Buyers Payment Items Seller
  • 28. Revenue Model Statistics Volume Year Assumption (% of student pop) # Schools NY student population (high ed.) 500,00 0 1 1% NY student pop. 10 2 50 550,00 0 2% NY, 1% top ten, 2% of 30 school 3 500 Average college population 7,500 5% NY, 5% top ten, 1% rest of schools 4 1000+ # college institutions in U.S 3000 10% NY, 10% top ten, 5% rest of school 5 Double last year 1500+ Top ten biggest schools aggregate pop. Total college population 22 mill Year 1 2 3 4 5 Volume 5000 20,000 75,000 1,000,000 2,000,000 Transaction $500,000 $2,000,0000 $7,500,000 100,000,000 200,000,000 Revenue $7,500 $30,000 $115,000 $1,500,000 $3,000,000
  • 29. Profit Year 1 2 3 4 5 Server 200 1,000 10,000 50,000 150,000 Ambassador 1,500 6,000 22,830 300,000 660,000 Marketing 0 5,000 30,000 200,000 500,000 $0.35 $0.37 * Customer Acq. Costs are 20% of Revenue Cost/Custome r $0.34 $0.35 $0.43 Revenue 7,500 30,000 115,000 1,500,000 3,000,000 Costs 1,700 12,000 63,000 500,000 1,300,000 Profit 5,800 18,000 52,000 1,000,000 1,700,000
  • 30. Landing Page Now Live
  • 31. Where do we go from here  Green reps or campus facilities:  They have storage space  Use platform to facilitate transactions  Are there similar services ?
  • 32. BOOM  Visit Campuswaps.com