1. THIS WEEK TO DATE
INTERVIEWS:
20 105

2. Evoke Team
Hustler / Picker /
SME
Background:
• Consulting Hacker
• Ethnography Background:
• Software Engineer – mobile video
• Product Design
Hustler / Designer
Background:
• Enterprise Software
Sales
• Product Marketing
Hacker
Background:
• Software Engineer - web
• Product Design
Hustler / SME
Background:
• Consulting
• Market Research

3. DiscoverX
Mobile+web research management system that enables researchers,
product owners entrepreneurs to save time & money and learn faster as
they collect, manage, analyze and share qualitative research media (such as
video recordings of interviews, observations, and product testing)

4. Initial Idea
The solution
Get the whole process under one
The problem roof and searchable. Create
central hub for all qualitative data.
Collecting, analyzing, and Build tools that facilitate the
sharing qualitative research collection of data as well as the
data is time analysis and sharing of data.
consuming, cumbersome, Organizations would save time
expensive, and full of and money while also being able
redundant effort. to compound learning and
develop deeper insight into
consumer motivations.
+

5. Market for Qualitative Research
Assumptions Assumptions Assumptions
25bn on market research in US 50% of qualitative research is 10% SOM
7 billion on qualitative; being done in house
20% of that on tech and support Source: Greenbook
+time saving
Source: Ibis

6. Product- Reaching Building the
Market Fit Consumers Business

7. Business Model: Week 1
Key partnerships Key activities Value Customer Customer
propositions relationships segments
Set of digital
Universities: customer discovery Online communities
dschools, Software
tool Design
bschools, social Development
Consultancies
sciences Data Sciences Ladder Up – Direct relationship
capture why? Research firms
Voice to text Customer Acquisition Streamline
FAQ or help Consumer Insights
companies collection and pages / self teams – B2C
UX Design analysis of service companies
Gates Foundation qualitative data
Key resources Derive better Channels Product
insights Development
Companies with
access to interview IP: Data architecture Delivers better teams
Sales force
subjects & Mining research User Experience
outcomes Researchers
Research Expertise Web sales
Access to big
Data analytics qualitative data Entrepreneurs
domain experts set App Stores
Venture funding Draw insights
form past
Software developers
studies
Cost structure Revenue streams
Subscription or freemium for entrepreneurs
Value driven Software development
Service fee for research tools
business model
Service fee for sense-making tools
SG&A Storage, bandwidth, server fees
Service fee for aggregate data set

8. What We Did
42 interviews
Startups & mature
organizations across multiple
industries
• CGP
• Retail
• Consumer technology
• Market research
• Legal services

9. Wireframe MVP
Manage & condense
Collect & tag
research media Analyze & derive insights
Upload Share
Video montage

10. What We Learned: Corporate
Jobs Providers
An ethnographic study of 8
Develop In-house
people costs minimum of researchers
new
$50K products
Video has a 4:1 processing to Brand Agencies
record length ratio
Test UI
Qualitative
research firms
Test
Ad Copy Ad Agencies
Organization
Independent
Design
researchers
Packaging
Research
facilities
Product
Placement
Focus group
moderators
Brand
reposition Boutique
revitalize Research Firms

11. What We Learned: Corporate
Jobs Providers
An ethnographic study of 8
Develop In-house
people costs minimum of researchers
new
$50K products
Video has a 4:1 processing to 75% done in the lab with existing solutions Agencies
Brand
record length ratio
Proprietary UI
Test methods are strategic advantage
for external firms Qualitative
Researchers unwilling to change habits research firms
Video is used in minority of cases
Test
Ad Copy Ad Agencies
Not a burning need
Organization
Independent
Design
researchers
Packaging
Research
facilities
Product
Placement
Focus group
moderators
Brand
reposition Boutique
revitalize Research Firms

12. What We Learned: Legal
Depositions Courts
Saboteurs Barkley Court Reporters
records over 800 hours of
video daily
Admins
Decision
Makers &
Influencers
Managing
Attorneys
Partners
& Clients
Economic
Users
Buyers
Junior
Partners
Decision
makers $
Influencers
DiscoverX
Court Real-time
Trial director
reporting deposition
software
agencies software

13. What We Learned: Legal
Depositions Courts
Saboteurs Barkley Court Reporters
records over 800 hours of
video daily
Attorneys are late adopters
Admins
Decision 2 year sales cycle
Makers &
Would have to integrate with incumbent’s
Influencers
solutions Managing
Attorneys
Partners
Only incremental value to add & Clients
Economic
No burning Buyers
need Users
Junior
Partners
Decision
makers $
Influencers
DiscoverX
Court Real-time
Trial director
reporting deposition
software
agencies software

14. What We Learned: Entrepreneurs
What we thought:
They’re like us. They need to talk to customers and keep their
whole team on the same page. We can help.
The reality:
Only seasoned entrepreneurs or those trained in lean startup
methods see the need to do research. Of those, few feel
comfortable recording video. And they don’t have any $.

15. What We Learned: Entrepreneurs
What we thought:
They’re like us. TheyHard to reach
need to talk to customers and keep their
whole team on the same page. We can help.
+ No burning need
The reality: + $
Not our customer
Only seasoned entrepreneurs or those trained in lean startup
methods see the need to do research. Of those, few feel
comfortable recording video. And they don’t have any $.

16. What We Learned: Signal in the
Noise
“I might use this in my work, but where I
really want it is at home filming my kids. I
take a lot of video and can’t find anything. I
would pay good money for a solution there.”

17. What We Did
In person
Got out of the building and spoke with 50+ parents, grandparents,
and children.
MVP
Developed a working iPhone app and showed it to parents.
Online
Launched a website, drove traffic to it and A/B tested various
value propositions.
Surveys
Reached 200 parents to find out how often and for what duration
they record videos of their kids.

18. What We Learned: Current
Workflow Phone Hard to find
storage fills up moments
– can’t take after upload
Moments video until
get missed upload
Video editing
is intimidating
Parents want
easy options
Media is stored to share
Parents take Media gets privately
photos & video on the phone loaded to laptop
with smartphone via iTunes
Can’t
find files
Whole video to share
too long /
boring to share

19. What We Learned: Evoke Workflow
Sign up for creative Easily
find exact
projects moments
Receive reminders &
guides on your
smartphone Automatic
upload
Create
montages
with no
editing
Capture the moment Easily find Share
with the Evoke app exact privately or
moments to social
Tag moments as
networks
you record

20. Wireframes & Development

21. Insights: Parents
Mom at a coffee shop:
“I definitely want this! Is it available now? What is it called?
What is the company name? Wait…how will I find it?”
Dad with a burning need:
“You have to solve this problem for me. I have video
everywhere. I can’t find anything. My wife is getting mad at me
because I told her we can’t take more video. Please help.”

22. Insights: Parents
Mom at a coffee shop:
“I definitely want Burning available now? What is it called?
this! Is it need
What is the company name? Wait…how will I find it?”
✔ Pupil dilation
Dad with a burning need: by emotional needs
High WTP driven
“You have to solve this problem for me. I have video
Potentially long customer lifetime
everywhere. I can’t find anything. My wife is getting mad at me
because I told her we can’t take more video. Please help.”

23. Market for Family Memoirs
Assumptions Assumptions Assumptions
Total families with children Total families with children 10% SOM
under 18 x ARPU x 12 under 18 x 55% smartphone
Source: Census penetration x 90% android/iOS
market share x ARPU x 12
Source: Census and Nielsen

24. Pivot

25. Product- Reaching Building the
Market Fit Consumers Business

26. Business Model: Week 6
LaunchPad Cent ral
KEY PARTNERS KEY ACTI VI TI ES VALUE PROPOSI TI ONS CUSTOM RELATI ONSHI PS
ER CUSTOM SEG ENTS
ER M
Un ive rsit ie s: b sch o o ls, So ft wa re d e ve lo p me n t Pe a ce o f min d - me d ia  Ge t : p a r e n t in g Co n su me r
d sch o o ls, so cia l » b a cke d u p & st o re d in w e b s it e s lik e re se a rch e rs - UER,
scie n ce s » se cu re lo ca t io n » b a b y ce n t e r . co m » co n su me r in sig h t s,
UX d e sig n » e t c. »
Co mp a n ie s w/  Fe e l lik e a g r e a t  Ge t : vira l
Cu st o me r a cq u isit io n
d a t a b a se o f in t e rvie w pa re nt » s h a r in g a m o n g Pro d u ct Own e rs -
»
su b je ct s » mo ms; ba by b ra n d a n d p ro d u ct
Ce n t ra l st o ra g e - a ll
sh ow e rs » ma n a g e rs »
Qu a n t it ive Da t a scie n ce s » me d ia in o n e p la ce »
re se a rch /a n a lyt ics Ma rke t re se a rch firms
KEY RESOURCES CHANNELS
Acce ssib ilit y - Qu ickly
co mp a n ie s » »
se a rch , vie w, a n d
 Ph o t o a n d vid e o So ft wa re d e ve lo p e rs » sh a re imp o rt a n t De d ica t e d e - La t e r st a g e
d ig it iz a t io n mo me n t s & me mo rie s co mme rce » e n t re p re n e u rs »
co m p a n ie s » Vid e o e n g in e e rs » fro m mo b ile /we b »
Ap p St o re s » Pa re n t s wit h yo u n g
 So cia l n e t w o r k s Ve n t u re fu n d in g » Cre a t e sh a re a b le kid s »
s u ch a s Pa t h » me d ia wit h o u t le n g t h y Dire ct Sa le s »
Da t a a n a lyt ics e xp e rt s
e d it in g »  Pa r e n t s w it h
» De d ica t e d e - o ld e r k id s a n d
 Sh a r e t h e co mme rce » ye a rs w o rt h o f
COST STRUCTURE REVENUE STREAMS
So ft wa re d e ve lo p me n t »  Fr e e t r ia l ---> s u b s cr ip t io n »
SG& A » Fre e miu m ---> su b scrip t io n b a se d o n st o ra g e /u sa g e »
St o ra g e , b a n d wid t h , a n d se rve r fe e s » Mo n t h ly su b scrip t io n fe e s: p e r u se r b a se d o n t o o ls n e e d e d a n d /o r
d a t a u sa g e /st o ra g e »
 Vid e o t r a n s co d in g »
So ft wa re sa le s (lo ca l st o ra g e ) »
Li c e n se d fr o m b u si n e ssm o d e lg e n e r a t i o n .c o m u n d e r a Cr e a t i ve Co m m o n s At t r i b u t i o n -S h a r e Al i ke 3.0 Un p o r t e d Li c e n se

27. What We Did
Built a website
Ran AdWords & A/B tested
• Demand generation
• Revenue & pricing
Talked to more customers

28. What We Learned: Acquisition
Moms share what Moms trust these We are talking to Most parents we
works with other blogger for GGMG about potential spoke with check
moms, and they trust recommendations. partnership. BabyCenter.
these relationships.
Acquisition Cost: Acquisition Cost: Dropbox
AWS
SEM: $23.77 SEM: $23.77
Free Trial: $ 13.86 Free Trial: $ 5.40
CAC: $37.63 CAC: $29.17

29. What We Learned: Revenue
Strategy
Subscription Fee
Basic
Premium
Family Plus
Asset Sales
Montages
DVD’s
Photo books
Complete timelines
Usage Fees
Extra Storage
Extra Streaming
One Time Fee

30. What We Learned: Lifetime Value
We provide storage: AWS We use Dropbox storage
Assumptions: Assumptions:
• 5% conversion rate from pricing • Same conversion rate
test • Two tiers
• Percent at each pricing tier: • Same percentage breakdown (top
two tiers combined)
$29.99
(14%)
$9.99
$9.99 $4.99
(57%) $14.99 (43%)
(29%) (57%)
ARPU: $14.27 ARPU: $7.13
Lifetime: 120 months Lifetime: 120 months
Gross margins: 26% Gross margins: 75%
CLTV: $431 CLTV: $640

31. What We Learned: Channel
Economics
Online Monthly Subscription With Storage
COGS SG&A Profit Acquisitio
$10.61 R&D $0.1 n
$1.87 5 $1.63
Price = $14.27
Revenue =
$12.64
Cost = $12.48
Assume month 24 with 86,368
subscribers

32. What We Learned: Channel
Economics
Online Monthly Subscription Without
Storage
COGS SG&A, R&D Profit Acquisitio
$1.80 $3.14 $1.37 n
✔
$0.82
Price = $7.13
Revenue = $6.31
Cost = $4.94
Assume month 24 with 45,000 subscribers
Break even at 31,800 subscribers

33. Product- Reaching Building the
Market Fit Consumers Business

34. Business Model: Week 10
LaunchPad Cent ral
KEY PARTNERS KEY ACTI VI TI ES VALUE PROPOSI TI ONS CUSTOM RELATI ONSHI PS
ER CUSTOM SEG ENTS
ER M
Ph o t o a n d vid e o So ft wa re d e ve lo p me n t Pe a ce o f min d - me d ia Ge t : p a re n t in g Pa re n t s wit h yo u n g
d ig it iza t io n co mp a n ie s » b a cke d u p & st o re d in we b sit e s like kid s »
» se cu re lo ca t io n » b a b yce n t e r.co m »
UX d e sig n » Pa re n t s wit h o ld e r
So cia l n e t wo rks su ch Fe e l like a g re a t Ge t : vira l sh a rin g kid s a n d ye a rs wo rt h
Cu st o me r a cq u isit io n
a s Pa t h » p a re n t » a mo n g mo ms; b a b y o f me d ia »
»
sh o we rs »
An ce st ry.co m » Ce n t ra l st o ra g e - a ll Gra n d p a re n t s »
me d ia in o n e p la ce » Ge t : SEM; SEO; so cia l;
 Pa re n t in g Ch ild re n »
KEY RESOURCES CHANNELS
g ro u p s s u ch a s Acce ssib ilit y - Qu ickly
Go ld e n Ga t e se a rch , vie w, a n d
M o t h e rs Gro u p » So ft wa re d e ve lo p e rs » sh a re imp o rt a n t De d ica t e d e -
mo me n t s & me mo rie s co mme rce »
 Dro pbox » Vid e o e n g in e e rs » fro m mo b ile /we b »
Ap p St o re s »
Ve n t u re fu n d in g » Cre a t e sh a re a b le
me d ia wit h o u t le n g t h y
UX De sig n e rs »
e d it in g »
Sh a re t h e mo me n t s
COST STRUCTURE REVENUE STREAMS
So ft wa re d e ve lo p me n t » Mo n t h ly su b scrip t io n - n o fre e t ria l »
SG& A » Fre e t ria l ---> su b scrip t io n »
St o ra g e , b a n d wid t h , a n d se rve r fe e s » Fre e miu m ---> su b scrip t io n b a se d o n st o ra g e /u sa g e »
Vid e o t ra n sco d in g » Asse t sa le s - DVD's, a lb u ms, e t c »
Lice n sin g fe e s - vo ice t o t e xt , fa cia l re c » Va lu e Ba se d Price Po in t »
Li c e n se d fr o m b u si n e ssm o d e lg e n e r a t i o n .c o m u n d e r a Cr e a t i ve Co m m o n s At t r i b u t i o n -S h a r e Al i ke 3.0 Un p o r t e d Li c e n se

35. What we did
Interviews
• Technology Experts
• Potential partners
• More parents
streaming
video storage transcoding
webm
Technology deep dive transcoding
streaming
• Research streaming storage
• Discussions video transcoding
storage
• Lots of trial runs storage
encoding
Cost & revenue analysis

36. What We Learned: Technology
Flow Evoke Backend Server Storage services
Smart phones
Transcoding video files
Databases
Transcoded video files
Metadata – video
Metadata files
mapping
Consumer
Laptop
Evoke Frontend Server
Website Services

37. What We Learned: Technology
Flow
Evoke Backend Server
iPhone/Android Transcoding video files
Transcoding to
.mov,.mp4,.ogg
container formats
Authenticated Databases
user video
Mp4 format – Metadata – video
H.264 encoding +
AAC encoding mapping
SQLLite,/Mysql
Consumer
Laptop
Evoke Frontend Server
Transcoded video files
N formats –
existing media AWS handles backup
and secure storage
Website Services

38. What We Learned: Technology
Flow
Evoke Backend Server
iPhone/Android Transcoding video files
Transcoding to
.ogg container
format
Authenticated Databases
user video
Mp4 format – Metadata – video
H.264 encoding +
AAC encoding mapping
SQLLite,/Mysql
Consumer
Laptop
Evoke Frontend Server
Transcoded video files
N formats –
existing media
Dropbox handles backup and
secure storage
Website Services

39. What We Learned: Technology
Flow
Evoke Backend Server
iPhone/Android Transcoding video files
Transcoding to
.ogg container
format
Transcoding reduced from 3 formats to 1
Authenticated Databases
user video
Mp4 format –
H.264 encoding + There’s more… – video
Metadata
AAC encoding mapping
SQLLite,/Mysql
Consumer
Laptop
Evoke Frontend Server
Transcoded video files
N formats –
existing media
Dropbox handles backup and
secure storage
Website Services

40. What We Learned: AWS vs.
Dropbox
At the end of 12 months
Users : 8724 (10% growth mom)
Upload assumption : 1.5 GB HD/month
Transcoding 3 or more formats 1 or 2 formats
Transcoding cost > $3.6 /month /user < $1.8 /month /user
Storage cost $2.26 /month /user 0
Streaming cost $1.83 /month /user 0
Storage backup Increases cost No cost implications
User’s trust in the
Low as Evoke is front end High
beginning
Multiple layers – investment heavy Single layer – Dropbox handles a
User authentication
for Evoke layer of authentication

41. What We Learned: Key Partners
Secure storage for end
Video digitization services Influential Parenting Group consumers
Joint Business Traffic Key Supplier
Development
Customer acquisition Customer
Customer acquisition, joint- acquisition, storage platform
marketing, co-branding
Not at this point Still investigating

42. Business Model: Current
LaunchPad Cent ral
KEY PARTN ERS KEY ACTIVITIES VALU E PRO PO SITIO N S CUSTO M ER CU STO M ER SEGM EN TS
RELATIO N SH IPS
Ph o t o a n d vid e o So ft wa re d e ve lo p me n t Simp licit y » Ge t : p a re n t in g Pa re n t s wit h yo u n g
d ig it iza t io n co mp a n ie s » we b sit e s like kid s »
Pe a ce o f min d - me d ia
» b a b yce n t e r.co m »
UX d e sig n » b a cke d u p & st o re d in Pa re n t s wit h o ld e r
So cia l n e t wo rks su ch se cu re lo ca t io n » Ge t : vira l sh a rin g kid s a n d ye a rs wo rt h
Cu st o me r a cq u isit io n
a s Pa t h » a mo n g mo ms; b a b y o f me d ia »
» Fe e l like a g re a t
sh o we rs »
An ce st ry.co m » p a re n t » Gra n d p a re n t s »
Ge t : SEM; SEO; so cia l;
Pa re n t in g g ro u p s Ce n t ra l st o ra g e - a ll Ch ild re n »
KEY RESO U RCES CHAN N ELS
su ch a s Go ld e n Ga t e me d ia in o n e p la ce »
Mo t h e rs Gro u p »
Acce ssib ilit y - Qu ickly
So ft wa re d e ve lo p e rs » De d ica t e d e -
Dro p b o x » se a rch , vie w, a n d
co mme rce »
Vid e o e n g in e e rs » sh a re imp o rt a n t
mo me n t s & me mo rie s Ap p St o re s »
Ve n t u re fu n d in g » fro m mo b ile /we b »
UX De sig n e rs » Cre a t e sh a re a b le
me d ia wit h o u t le n g t h y
e d it in g »
CO ST STRU CTU RE REVEN U E STREAM S
So ft wa re d e ve lo p me n t » Mo n t h ly su b scrip t io n - n o fre e t ria l »
SG& A » Fre e t ria l ---> su b scrip t io n »
St o ra g e , b a n d wid t h , a n d se rve r fe e s » Fre e miu m ---> su b scrip t io n b a se d o n st o ra g e /u sa g e »
Vid e o t ra n sco d in g » Asse t sa le s - DVD's, a lb u ms, e t c »
Lice n sin g fe e s - vo ice t o t e xt , fa cia l re c » Va lu e Ba se d Price Po in t »
Li c e n se d fr o m b u si n e ssm o d e lg e n e r a t i o n .c o m u n d e r a Cr e a t i ve Co m m o n s At t r i b u t i o n -S h a r e Al i ke 3.0 Un p o r t e d Li c e n se

43. Summary - Key Learning
• Pick the right team!
• A 30 minute customer conversation – Priceless!
• Don’t reinvent the wheel
• Prototypes and wireframes go a long way

44. Weekly
Business
Models

45. Week 1
Key partnerships Key activities Value propositions Customer relationships Customer segments
Universities: dschools, Set of digital customer Online communities
bschools, social sciences Software Development discovery tool
Design Consultancies
Direct relationship
Ladder Up – capture
Voice to text Data Sciences Research firms
why?
companies FAQ or help pages
Customer Acquisition Consumer Insights teams
Streamline / self service
– B2C companies
collection and
Gates Foundation UX Design analysis of Product
qualitative data Development
Companies with Key resources Derive better Channels teams
insights User Experience
access to interview
Researchers
subjects Salesforce
IP: Data architecture & Delivers better
Mining research outcomes Entrepreneurs
Research Expertise Web sales
Access to big
Data analytics domain qualitative data set
experts App Stores
Draw insights form
Venture funding
past studies
Software developers
Cost structure Revenue streams
Subscription or freemium for entrepreneurs
Value driven Software development Service fee for research tools
business model
Service fee for sense-making tools
SG&A Storage, bandwidth, server fees
Service fee for aggregate data set

46. LaunchPad Cent ral Week 2
KEY PARTNERS KEY ACTI VI TI ES VALUE PROPOSI TI ONS CUSTOM RELATI ONSHI PS
ER CUSTOM SEG ENTS
ER M
 U n ive r s it ie s :  So ft w a r e  Ge t : SEM ; SEO ;  Co n s u m e r
b s ch o o ls , d s ch o o ls , d e ve lo p m e n t » s o cia l; b lo g s » r e s e a r ch e r s - U ER,
s o cia l s cie n ce s » co n s u m e r in s ig h t s ,
 U X d e s ig n »  Ke e p : p r o d u ct e t c. »
 Co m p a n ie s w / e n h a n ce m e n t s ;
 Cu s t o m e r
d a t a ba se of s u r ve y s ; h ig h  Pr o d u ct O w n e r s
a cq u is it io n »
in t e r vie w s u b je ct s s w it ch in g co s t s ; - b ra n d a n d
» e m a il o u t r e a ch p r o d u ct m a n a g e r s
 D a t a s cie n ce s »
p r o g r a m s ; b lo g & »
KEY RESOURCES CHANNELS
Bra n d Ma n a g e rs - CPG
»
 So ft w a r e  D ir e ct Sa le s »
d e ve lo p e rs »  En t re p r e n e u r s »
 D e d ica t e d e -
 Ve n t u r e fu n d in g co m m e rce »
»
 Ap p St o r e s »
 D a t a a n a ly t ics
e xp e r t s »
COST STRUCTURE REVENUE STREAMS
 So ft w a r e d e ve lo p m e n t »  Fr e e d a t a co lle ct io n , Fe e -b a s e d d a t a a n a ly s is »
 SG& A »  Va lu e Ba s e d Pr ice Po in t »
 St o r a g e , b a n d w id t h , a n d s e r ve r fe e s »
Li c e n se d fr o m b u si n e ssm o d e lg e n e r a t i o n .c o m u n d e r a Cr e a t i ve Co m m o n s At t r i b u t i o n -S h a r e Al i ke 3.0 Un p o r t e d Li c e n se

47. LaunchPad Cent ral Week 3
KEY PARTNERS KEY ACTI VI TI ES VALUE PROPOSI TI ONS CUSTOM RELATI ONSHI PS
ER CUSTOM SEG ENTS
ER M
Un ive rsit ie s: b sch o o ls, So ft wa re d e ve lo p me n t  Sa ve m o n e y : Ge t : SEM; SEO; so cia l; Co n su me r
d sch o o ls, so cia l » le s s r e d u n d a n t b lo g s » re se a rch e rs - UER,
scie n ce s » w o r k , le s s t im e co n su me r in sig h t s,
UX d e sig n » spe nt » Ke e p : p ro d u ct e t c. »
Co mp a n ie s w/ e n h a n ce me n t s;
Cu st o me r a cq u isit io n
d a t a b a se o f in t e rvie w  Sa ve t im e o n su rve ys; h ig h Pro d u ct Own e rs -
»
su b je ct s » e a ch s t u d y : m o r e swit ch in g co st s; e ma il b ra n d a n d p ro d u ct
e fficie n t d a t a o u t re a ch p ro g ra ms; ma n a g e rs »
 Qu a n t it ive Da t a scie n ce s »
co lle ct io n , le s s b lo g & co mmu n it y »
r e s e a r ch /a n a ly t ics En t re p re n e u rs »
KEY RESOURCES t im e e d it in g & CHANNELS
co m p a n ie s » t r a n s cr ib in g , fa s t e r
Co n su me r t e ch - u se r
t o sha re »
So ft wa re d e ve lo p e rs » Dire ct Sa le s » e xp e rie n ce
re se a rch e rs »
 Re d u ce
Ve n t u re fu n d in g » De d ica t e d e -
re dund a nt w o rk:
co mme rce » CPG - co n su me r
a cce s s & le a r n fr o m
Da t a a n a lyt ics e xp e rt s in sig h t s t e a ms »
p a s t & co n cu r r e n t
» Ap p St o re s »
s t u d ie s »
Re se a rch e xp e rt ise »
 D e ve lo p b e t t e r
COST STRUCTURE REVENUE STREAMS
So ft wa re d e ve lo p me n t »  M o n t h ly s u b s cr ip t io n fe e s : p e r u s e r b a s e d o n t o o ls
n e e d e d a n d /o r d a t a u s a g e /s t o r a g e »
SG& A »
Fre e d a t a co lle ct io n , Fe e -b a se d d a t a a n a lysis »
St o ra g e , b a n d wid t h , a n d se rve r fe e s »
Va lu e Ba se d Price Po in t »
 Co n s u lt in g fe e s : r e cr u it , m o b iliz e , o r g a n iz e , a n d /o r
a n a ly z e »
Li c e n se d fr o m b u si n e ssm o d e lg e n e r a t i o n .c o m u n d e r a Cr e a t i ve Co m m o n s At t r i b u t i o n -S h a r e Al i ke 3.0 Un p o r t e d Li c e n se

48. LaunchPad Cent ral Week 4
KEY PARTNERS KEY ACTI VI TI ES VALUE PROPOSI TI ONS CUSTOM RELATI ONSHI PS
ER CUSTOM SEG ENTS
ER M
Un ive rsit ie s: b sch o o ls, So ft wa re d e ve lo p me n t Sa ve t ime p re p a rin g Ge t : SEM; SEO; so cia l; Co n su me r
d sch o o ls, so cia l » fo r t ria l » b lo g s » re se a rch e rs - UER,
scie n ce s » co n su me r in sig h t s,
UX d e sig n » Sa ve mo n e y: le ss Ke e p : p ro d u ct e t c. »
Co mp a n ie s w/ re d u n d a n t wo rk, le ss e n h a n ce me n t s;
Cu st o me r a cq u isit io n
d a t a b a se o f in t e rvie w t ime sp e n t » su rve ys; h ig h Pro d u ct Own e rs -
»
su b je ct s » swit ch in g co st s; e ma il b ra n d a n d p ro d u ct
Mo re e ffe ct ive ly
o u t re a ch p ro g ra ms; ma n a g e rs »
Qu a n t it ive Da t a scie n ce s » le ve ra g e vid e o a sse t s
b lo g & co mmu n it y »
re se a rch /a n a lyt ics b e fo re a n d d u rin g En t re p re n e u rs »
KEY RESOURCES CHANNELS
co mp a n ie s » t ria l »
La w firms »
So ft wa re d e ve lo p e rs » Use a d va n ce d Dire ct Sa le s »
a n a lysis like fa cia l  M a r k e t r e s e a r ch
Ve n t u re fu n d in g » mu scle mo ve me n t s t o De d ica t e d e - fir m s »
st re a mlin e t ria l p re p co mme rce »
Da t a a n a lyt ics e xp e rt s  La t e r s t a g e
a n d /o r se t t le me n t »
» Ap p St o re s » e n t re pre n e urs »
Sa ve t ime o n e a ch
Re se a rch e xp e rt ise »
st u d y: mo re e fficie n t
d a t a co lle ct io n , le ss
COST STRUCTURE REVENUE STREAMS
So ft wa re d e ve lo p me n t » Mo n t h ly su b scrip t io n fe e s: p e r u se r b a se d o n t o o ls n e e d e d a n d /o r
d a t a u sa g e /st o ra g e »
SG& A »
Fre e d a t a co lle ct io n , Fe e -b a se d d a t a a n a lysis »
St o ra g e , b a n d wid t h , a n d se rve r fe e s »
Va lu e Ba se d Price Po in t »
Co n su lt in g fe e s: re cru it , mo b ilize , o rg a n ize , a n d /o r a n a lyze »
Li c e n se d fr o m b u si n e ssm o d e lg e n e r a t i o n .c o m u n d e r a Cr e a t i ve Co m m o n s At t r i b u t i o n -S h a r e Al i ke 3.0 Un p o r t e d Li c e n se

49. LaunchPad Cent ral Week 5
KEY PARTNERS KEY ACTI VI TI ES VALUE PROPOSI TI ONS CUSTOM RELATI ONSHI PS
ER CUSTOM SEG ENTS
ER M
Un ive rsit ie s: b sch o o ls, So ft wa re d e ve lo p me n t  Pe a ce o f m in d - Ge t : SEM; SEO; so cia l; Co n su me r
d sch o o ls, so cia l » m e d ia b a ck e d u p & b lo g s » re se a rch e rs - UER,
scie n ce s » s t o r e d in s e cu r e co n su me r in sig h t s,
UX d e sig n » lo ca t io n » Ke e p : p ro d u ct e t c. »
Co mp a n ie s w/ e n h a n ce me n t s;
Cu st o me r a cq u isit io n
d a t a b a se o f in t e rvie w  Ce n t r a l s t o r a g e - su rve ys; h ig h Pro d u ct Own e rs -
»
su b je ct s » a ll m e d ia in o n e swit ch in g co st s; e ma il b ra n d a n d p ro d u ct
p la ce » o u t re a ch p ro g ra ms; ma n a g e rs »
Qu a n t it ive Da t a scie n ce s »
b lo g & co mmu n it y »
re se a rch /a n a lyt ics  Acce s s ib ilit y - Ma rke t re se a rch firms
KEY RESOURCES CHANNELS
co mp a n ie s » Qu ick ly s e a r ch , »
vie w , a n d s h a r e
So ft wa re d e ve lo p e rs »  D e d ica t e d e - La t e r st a g e
im p o r t a n t m o m e n t s
co m m e rce » e n t re p re n e u rs »
& m e m o r ie s fr o m
 Vid e o e n g in e e rs
m o b ile /w e b »
»  Ap p St o r e s »  Pa r e n t s w it h
 Cr e a t e y o u n g k id s »
Ve n t u re fu n d in g » Dire ct Sa le s »
s h a r e a b le m e d ia
w it h o u t le n g t h y
Da t a a n a lyt ics e xp e rt s De d ica t e d e -
e d it in g »
» co mme rce »
COST STRUCTURE REVENUE STREAMS
So ft wa re d e ve lo p me n t »  Fr e e m iu m ---> s u b s cr ip t io n b a s e d o n s t o r a g e /u s a g e »
SG& A » Mo n t h ly su b scrip t io n fe e s: p e r u se r b a se d o n t o o ls n e e d e d a n d /o r
d a t a u sa g e /st o ra g e »
St o ra g e , b a n d wid t h , a n d se rve r fe e s »
Fre e d a t a co lle ct io n , Fe e -b a se d d a t a a n a lysis »
 So ft w a r e s a le s (lo ca l s t o r a g e ) »
Li c e n se d fr o m b u si n e ssm o d e lg e n e r a t i o n .c o m u n d e r a Cr e a t i ve Co m m o n s At t r i b u t i o n -S h a r e Al i ke 3.0 Un p o r t e d Li c e n se

50. LaunchPad Cent ral Week 6
KEY PARTNERS KEY ACTI VI TI ES VALUE PROPOSI TI ONS CUSTOM RELATI ONSHI PS
ER CUSTOM SEG ENTS
ER M
Un ive rsit ie s: b sch o o ls, So ft wa re d e ve lo p me n t Pe a ce o f min d - me d ia  Ge t : p a r e n t in g Co n su me r
d sch o o ls, so cia l » b a cke d u p & st o re d in w e b s it e s lik e re se a rch e rs - UER,
scie n ce s » se cu re lo ca t io n » b a b y ce n t e r . co m » co n su me r in sig h t s,
UX d e sig n » e t c. »
Co mp a n ie s w/  Fe e l lik e a g r e a t  Ge t : vira l
Cu st o me r a cq u isit io n
d a t a b a se o f in t e rvie w pa re nt » s h a r in g a m o n g Pro d u ct Own e rs -
»
su b je ct s » mo ms; ba by b ra n d a n d p ro d u ct
Ce n t ra l st o ra g e - a ll
sh ow e rs » ma n a g e rs »
Qu a n t it ive Da t a scie n ce s » me d ia in o n e p la ce »
re se a rch /a n a lyt ics Ma rke t re se a rch firms
KEY RESOURCES CHANNELS
Acce ssib ilit y - Qu ickly
co mp a n ie s » »
se a rch , vie w, a n d
 Ph o t o a n d vid e o So ft wa re d e ve lo p e rs » sh a re imp o rt a n t De d ica t e d e - La t e r st a g e
d ig it iz a t io n mo me n t s & me mo rie s co mme rce » e n t re p re n e u rs »
co m p a n ie s » Vid e o e n g in e e rs » fro m mo b ile /we b »
Ap p St o re s » Pa re n t s wit h yo u n g
 So cia l n e t w o r k s Ve n t u re fu n d in g » Cre a t e sh a re a b le kid s »
s u ch a s Pa t h » me d ia wit h o u t le n g t h y Dire ct Sa le s »
Da t a a n a lyt ics e xp e rt s
e d it in g »  Pa r e n t s w it h
» De d ica t e d e - o ld e r k id s a n d
 Sh a r e t h e co mme rce » ye a rs w o rt h o f
COST STRUCTURE REVENUE STREAMS
So ft wa re d e ve lo p me n t »  Fr e e t r ia l ---> s u b s cr ip t io n »
SG& A » Fre e miu m ---> su b scrip t io n b a se d o n st o ra g e /u sa g e »
St o ra g e , b a n d wid t h , a n d se rve r fe e s » Mo n t h ly su b scrip t io n fe e s: p e r u se r b a se d o n t o o ls n e e d e d a n d /o r
d a t a u sa g e /st o ra g e »
 Vid e o t r a n s co d in g »
So ft wa re sa le s (lo ca l st o ra g e ) »
Li c e n se d fr o m b u si n e ssm o d e lg e n e r a t i o n .c o m u n d e r a Cr e a t i ve Co m m o n s At t r i b u t i o n -S h a r e Al i ke 3.0 Un p o r t e d Li c e n se

51. LaunchPad Cent ral Week 7
KEY PARTNERS KEY ACTI VI TI ES VALUE PROPOSI TI ONS CUSTOM RELATI ONSHI PS
ER CUSTOM SEG ENTS
ER M
Ph o t o a n d vid e o So ft wa re d e ve lo p me n t Pe a ce o f min d - me d ia Ge t : p a re n t in g Pa re n t s wit h yo u n g
d ig it iza t io n co mp a n ie s » b a cke d u p & st o re d in we b sit e s like kid s »
» se cu re lo ca t io n » b a b yce n t e r.co m »
UX d e sig n » Pa re n t s wit h o ld e r
So cia l n e t wo rks su ch Fe e l like a g re a t Ge t : vira l sh a rin g kid s a n d ye a rs wo rt h
Cu st o me r a cq u isit io n
a s Pa t h » p a re n t » a mo n g mo ms; b a b y o f me d ia »
»
sh o we rs »
Ce n t ra l st o ra g e - a ll  Gr a n d p a r e n t s »
me d ia in o n e p la ce » Ge t : SEM; SEO; so cia l;
 Ch ild r e n »
KEY RESOURCES CHANNELS
Acce ssib ilit y - Qu ickly
se a rch , vie w, a n d
So ft wa re d e ve lo p e rs » sh a re imp o rt a n t De d ica t e d e -
mo me n t s & me mo rie s co mme rce »
Vid e o e n g in e e rs » fro m mo b ile /we b »
Ap p St o re s »
Ve n t u re fu n d in g » Cre a t e sh a re a b le
me d ia wit h o u t le n g t h y
e d it in g »
Sh a re t h e mo me n t s
COST STRUCTURE REVENUE STREAMS
So ft wa re d e ve lo p me n t » Fre e t ria l ---> su b scrip t io n »
SG& A » Fre e miu m ---> su b scrip t io n b a se d o n st o ra g e /u sa g e »
St o ra g e , b a n d wid t h , a n d se rve r fe e s » So ft wa re sa le s (lo ca l st o ra g e ) »
Vid e o t ra n sco d in g » Va lu e Ba se d Price Po in t »
Li c e n se d fr o m b u si n e ssm o d e lg e n e r a t i o n .c o m u n d e r a Cr e a t i ve Co m m o n s At t r i b u t i o n -S h a r e Al i ke 3.0 Un p o r t e d Li c e n se

52. LaunchPad Cent ral Week 8
KEY PARTNERS KEY ACTI VI TI ES VALUE PROPOSI TI ONS CUSTOM RELATI ONSHI PS
ER CUSTOM SEG ENTS
ER M
Ph o t o a n d vid e o So ft wa re d e ve lo p me n t Pe a ce o f min d - me d ia Ge t : p a re n t in g Pa re n t s wit h yo u n g
d ig it iza t io n co mp a n ie s » b a cke d u p & st o re d in we b sit e s like kid s »
» se cu re lo ca t io n » b a b yce n t e r.co m »
UX d e sig n » Pa re n t s wit h o ld e r
So cia l n e t wo rks su ch Fe e l like a g re a t Ge t : vira l sh a rin g kid s a n d ye a rs wo rt h
Cu st o me r a cq u isit io n
a s Pa t h » p a re n t » a mo n g mo ms; b a b y o f me d ia »
»
sh o we rs »
 An ce s t r y . co m » Ce n t ra l st o ra g e - a ll Gra n d p a re n t s »
me d ia in o n e p la ce » Ge t : SEM; SEO; so cia l;
Ch ild re n »
KEY RESOURCES CHANNELS
Acce ssib ilit y - Qu ickly
se a rch , vie w, a n d
So ft wa re d e ve lo p e rs » sh a re imp o rt a n t De d ica t e d e -
mo me n t s & me mo rie s co mme rce »
Vid e o e n g in e e rs » fro m mo b ile /we b »
Ap p St o re s »
Ve n t u re fu n d in g » Cre a t e sh a re a b le
me d ia wit h o u t le n g t h y
 U X D e s ig n e r s »
e d it in g »
Sh a re t h e mo me n t s
COST STRUCTURE REVENUE STREAMS
So ft wa re d e ve lo p me n t »  M o n t h ly s u b s cr ip t io n - n o fr e e t r ia l »
SG& A » Fre e t ria l ---> su b scrip t io n »
St o ra g e , b a n d wid t h , a n d se rve r fe e s » Fre e miu m ---> su b scrip t io n b a se d o n st o ra g e /u sa g e »
Vid e o t ra n sco d in g »  As s e t s a le s - D VD 's , a lb u m s , e t c »
 Lice n s in g fe e s - vo ice t o t e xt , fa cia l r e c » So ft wa re sa le s (lo ca l st o ra g e ) »
Li c e n se d fr o m b u si n e ssm o d e lg e n e r a t i o n .c o m u n d e r a Cr e a t i ve Co m m o n s At t r i b u t i o n -S h a r e Al i ke 3.0 Un p o r t e d Li c e n se