This document summarizes the business plan for DreamFigures, a company that provides customized 3D statues of video game characters. Some key points: - They conducted 71 customer interviews and 60 people signed up for updates, supporting customer interest in the idea. - The addressable market is large - the RPG/MMORPG gaming market is $8 billion annually with millions of gamers. Their target market of 5% of this would be $30 million. - Interviews supported their hypotheses that gamers want tangible items to represent their gaming experiences and are willing to pay $100 or more for high-quality personalized statues of their game characters. - Their plan is to create 3D statues using in

1. DreamFigures
Providing Customized 3D Statues of Video Game
Characters
Total Customer Interviews: 71
Interested Customer Signups: 60
Mario Alvarez Shane Molidor Osman Khwaja

2. The Big Idea

3. Inspiration:
● 4000 Product orders
within 12hrs of Site going
Live ($520,000 in Sales)
● 5,000 orders processed
per month
● No plans for expansion

4. Why Bother?
Market Estimates
1
1. Total Addressable Market:
MMORPG/RPG ~ $8 Billion
● MMO Subscriptions - 20 Million (1) 2
● Estimated 80 million copies of RPGs
sold (2) 3
● Estimated $80 spent on lifetime of
game (purchase at $60 plus DLC's
and subscriptions)
2. Served Available Market: Skyrim (3)
● Over 10 mill Skyrim copies sold
● $620 million in sales Sources:
3. Target Market (1)-http://www.alteredgamer.com/pc-
● 5% of SAM ~ $30 million gaming/35992-mmo-subscriber-
populations/
(2)-http://www.statisticbrain.com/xbox-360-
best-selling-games-statistics/
(3)-http://www.statisticbrain.com/skyrim-
the-elder-scrolls-v-statistics/

5. Core Hypotheses
1.) Gamers want a tangible product to
commemorate the (hundreds of) hours they put
into their games.
2.) Stock figures (mascots) do not quench the
desires of gamers for RPGs that feature
customizable characters.
3.) Gamers are willing to pay top dollar for a
quality statue of their avatar.

6. Experiments: Interviews
Hypothesis 1
Question: Customer Responses:
Interested in a Skyrim "I would love, love,
statue? love this."
"I will definitely be
watching this."

7. Hypothesis 2
Question: Customer Responses:
Interested in a "Incredible idea, just
personalized Skyrim the thought of
statue? having a
personalized statue
of my character
makes me excited."

8. Hypothesis 3
Question: Customer Responses:
What would you be "I would pay
willing to pay for a upwards of $100 for
high quality statue? a 7in statue"
"$130-$170 is fair
for a totally unique,
custom figure,
IMO."

9. Sam the Student
● Male, 18-25
● Avid gamer
● 300+ hours of
gameplay
● Not wealthy but
will spend on
products that
really excite him

10. Will the Worker
● Male, 25-40,
employed
● 300+ hours of
gameplay
● Obsessed with
lore of the game
● Financially stable
and easily willing
to spend over
$100 on his
passions

11. Aligning the Supply Chain

12. Once we have a licensing agreement...
Rights to use
in-game
models from
Creation Kit

13. 10% of Wholesale
$30 - 35 CAM Price (Royalties)
+ $30 (?) Labor
$150 - 170

14. Distribution and Advertising
MVP Website Splash Page
- 60 Signups
- 950 Unique
Visitors
- CAC: $0.76

15. The Next Steps
● Prototypes
● Approach Bethesda
with Lloyd Mintz
● Build software
● Start shipping!

16. A Case Study in Failure:
Team Notes
Online video note-taking application
Study group collaboration service
PDF markup environment
Teacher assessment tool
Problem: Nobody demanded any of them

17. Lessons Learned...
● Customer is King
● Building a Product is not Building a Business
● Do not hesitate to make tough decisions
● TALK TO PEOPLE! Learn about a new industry -- it
doesn't take long to sound like an expert (or at least 1/2
an expert...)
● Don't be afraid to admit ignorance

18. A Look Back: The Business
Model Canvas

19. Business Model Canvas 9/24

20. Business Model Canvas 10/3

21. Business Model Canvas 10/10

22. Business Model Canvas 10/17

23. Business Model Canvas 10/24

24. Business Model Canvas 11/7

25. Business Model Canvas 11/14

26. Business Model Canvas 11/28

27. Business Model Canvas 12/5

28. Business Model Canvas 12/12

29. Keep Moving Forward...
The Future and Beyond...