Footy tribe columbia univ jan 2014
 

Footy tribe columbia univ jan 2014

on

  • 704 views

 

Statistics

Views

Total Views
704
Views on SlideShare
704
Embed Views
0

Actions

Likes
2
Downloads
1
Comments
1

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
  • Hi,

    In the 'Customer Relationships' section, what do you mean by 'Get: word of mouth by early evangelists'?

    Thank you
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • Customer Relationships: (won’t fit in box so added animation) <br /> B2C: <br /> Get: Targeted FB mktng/WOM by early evangelists/App Store & Google Play <br /> Keep: Dynamic content/Network effects of local footy community <br /> Grow: Upgraded features <br /> B2B <br /> Get: Salesforce <br /> Keep: High-frequency footy crowd <br /> Grow: Partner w/bar to create official venue for their footy fans <br /> B2B: <br /> Get: Offering access to critical mass of their preferred demographic <br /> Keep: High volume of customer impressions/clicks <br /> Grow: Upsell access to more detailed user information <br />

Footy tribe columbia univ jan 2014 Footy tribe columbia univ jan 2014 Presentation Transcript

  • Day 5 1/17/2014 Team 23 FOOTY TRIBE “We s triv e to be tte r info rm fa ns o f the be a utiful g a m e a nd c o nne c t the m with e a c h o the r a nd the ir c lub o f c ho ic e . ” Total # Interviews: 84 Total # Yesterday: 7 Total # Online: 21 Joe Brown, Kola Adeyemi, Nicholas Marinakis, Gustavo Pinto Guimaraes, Alex Peters
  • THE TEAM Joe Brown, CBS ‘14 (S&T; Entrepreneurship) Alex Peters, CU ‘14 (Computer Eng; Physics) Nick Marinakis, CU IEOR (MS&E) ‘14 Kola Adeyemi, CBS ‘14 (Accounting; Banking) Gustavo Pinto Guimaraes, CBS ‘15
  • Key Partners Who are our key partners/ suppliers     News outlets Cloud servers Local bars/pubs Footy clubs from Deloitte FML Key Activities Which key activities does the biz model require  Curate club-specific footy news for user  Server refreshes newsfeeds every 15m  Geo-locating functionality Value Proposition What value do we deliver to the customer    Day 1  Key Resources Which key resources does the biz model require B2C: Free app on mobile platform B2C: Curated newsfeed on club & international team of choice B2C: Platform to connect with fellow footy fans locally and on travels B2B: Target niche of local footy fans for clubs and retailers interested in demographic B2B: Increased exposure of footy news content and blog providers Customer Relationships What type of relationship does each segment require of us    B2C: Footy fans (self-service, communities) B2B: Footy clubs & international teams (cocreation, personal assistance) Local bars/pubs, retailers/advertise rs (co-creation, personal assistance) On Day 1: Feedback: Clean Up Segments  Algorithm for curating clubspecific news  Reliable cloud server  Back-end programmers & software engineers  Payment processor  Channels Through which channel does each segment want to be reached    Cost Structure What are our cost drivers  Software development and maintenance costs, # of times a user view articles per day, cost per articles sourced (if any), sales commissions, staff salaries, and typical other operating costs. Customer Segments For whom are we creating value      B2C: Niche market of footy fans in U.S. & select emerging markets B2B: Top 32 club teams in Deloitte FML B2B: 32 international teams in World Cup 2014 B2B: Local bars/pubs Retailers and advertisers interested in footy fan demographic B2C: Footy fans (App stores, Facebook, TV) B2B: Footy clubs & international teams (sales force) B2B: Local bars/pubs, retailers/advertisers (sales force) Revenue Streams How much is each segment willing to pay and how would they like to pay us this amount Based on our surveys and research: B2C: one-time purchase in the range of $1-$5.99 (26%); $0.99 monthly (17%) and $10 annually (17%) for in-app premium content. B2B: Ads, between $0.5 to $6.0 per thousand impressions; pay to rent our email database; pay sales commissions on merchandise sales; pay for specialized marketing pushes (bars/pubs/retailers)
  • Day 1: Customer discovery started We went to the Blind Pig, Arsenal’s supporters’ NYC headquarters... ...Where we met with Mohammed Omer, our customer archetype, among other passionate footy in London Arsenal breed... Born fans of the Resides in NYC for studying Die-hard Arsenal fan Access news aggregator websites and blogs daily Watch games in bars to be close to other fans (exchange contacts after games end) Would like to further connect with fans in other places (for watch and play football) ...And learned about the value of our features for consumers (and that they don’t want to let go of their beer) News Feed = Nice to Have Calendar & Community = A must News feed Dynamic calendar Social network   
  • Key Partners Who are our key partners/ suppliers     News outlets Cloud servers Local bars/pubs Footy clubs from Deloitte FML Day 2 Key Activities Which key activities does the biz model require  Curate clubspecific footy news for user  Server refreshes newsfeeds every 15m  Geo-locating functionality Key Resources Which key resources does the biz model require Value Proposition What value do we deliver to the customer  One-stop shop for updates on footy club of choice and to connect with local footy fans Customer Relationships What type of relationship does each segment require of us         Diversify and increase traffic Connect with target market niche   Customer Segments For whom are we creating value  Get: Offering Get: Targeted FB Get: Salesforce access to critical mktng/WOM by Keep: Highmass early of footy frequencytheir preferred evangelists/App crowd demographic Store Partner Grow:& Google Keep: Play High volume w/bar to create of customer Keep: venue for officialDynamic impressions/clicks content/Network their footy fans Grow: Upsell effects of local access to more footy community detailed user Grow: upgraded information features      18 – 50yo Smartphone user Social media user Avid footy fan Geographically distant from favorite club Local bars that televise footy matches On Day 2: Clarified our Segments De-emphasized News  Algorithm for curating clubspecific news  Reliable cloud server  Back-end programmers & software engineers  Payment processor Cost Structure What are our cost drivers     Facebook targeted marketing & third party app ads Software development and maintenance costs AWS provided credits up to $1000 over next year Salesforce commissions & staff salaries Channels Through which channel does each segment want to be reached  Direct Sales   App Store & Google Play   Top 32 footy club by revs/digital fans 32 international teams in WC 2014 Retailers & advertisers interested in footy fan demographic Direct Sales  B2C B2B B2B Revenue Streams How much is each segment willing to pay and how would they like to pay us this amount   Freemium model (in-app upgrades)  Single % of bar tab  Native/Banner Ads ($0.5 - $6.0 CPM) Single % of commercial sales through Footy Tribe app
  • Day 2: First setbacks occurred WE CANNOT COUNT ON ADS CLUBS DON’T GIVE A SH… We talked to experts and figured out we couldn’t count on advertising and retailers’ money... ... At least until we have hundreds of thousands of users and could generate significant impressions and click through rates Conversation with clubs didn’t well too as we are very small to have their support Unless we can bring them more affliates, they would have no interest and our archetype end user already is an affiliate of the club
  • Key Partners Who are our key partners/ suppliers Day 3 Key Activities Which key activities does the biz model require  Curate clubspecific footy news for user  Server refreshes newsfeeds every 15m  Geo-locating functionality Value Proposition What value do we deliver to the customer   Allow footy fans to connect anytime, anywhere with each other and find venues to watch matches. Have all the info needed to follow your team at your fingertips. Key Resources Which key resources does the biz model require Customer Relationships What type of relationship does each segment require of us       Get: Targeted FB Get: Salesforce mktng/WOM by Keep: Highearly frequency footy evangelists/App crowd Store & Google Grow: Partner Play w/bar to attract Keep: Dynamic and retain footy content/Network fan traffic. effects of local footy community Grow: Upgraded features Customer Segments For whom are we creating value       So on Day 3: Focus on Fans & Bars Remove Clubs & Ads  Algorithm for curating clubspecific news  Reliable cloud server  Back-end programmers & software engineers  Payment processor  Cost Structure What are our cost drivers     Facebook targeted marketing & third party app ads Software development and maintenance costs AWS provided credits up to $1000 over next year Salesforce commissions & staff salaries Diversify and increase traffic to their establishments. Channels Through which channel does each segment want to be reached  Local bars that televise footy matches and have less traffic during non-prime sports (football, basketball, etc.) match times. App Store & Google Play  18 – 50yo Smartphone user Social media user Avid footy fan Geographically distant from favorite club Direct Sales B2C B2B Revenue Streams How much is each segment willing to pay and how would they like to pay us this amount  Free Trial for 1mo OR limited use. 1.99/qtr for premium content.  Subscription/Flat Fee for sponsorship in our app renegotiated quarterly.
  • Channel, “Get” Strategy and Revenue Model
  • Day 3: Bar hopping day We went bar hopping talking to owners and managers... ... And understood our archetype bar (Havana Central) • Local bar • Underserved capacity during usual European football matches times (weekends late mornings and weekdays early afternoon) • Need for higher awareness and more traffic • Preferably, located in a region with many foreigns and tourists Also, through feedbacks and customer Bars concern = drink sales Added “Passing Feature” Big issue: how to make end users consume in the bar, as games are played in weekends mornings on European match times? discovery, increase the focus on social connections News feed: least differentiating feature of the app, kept to increase impressions and bring users back daily “Passing”: allows users to exchange contact without spilling their beer
  • Key Partners Who are our key partners/ suppliers Key Activities Which key activities does the biz model require Value Proposition What value do we deliver to the customer   Day 4  Allow footy fans to connect anytime, anywhere with each other and find venues to watch matches. Have all the info needed to follow your team at your fingertips. Partnering with bars, getting fans to bars and driving bar sales Key Resources Which key resources does the biz model require Customer Relationships What type of relationship does each segment require of us      Facebook targeted marketing & third party app ads Software development and maintenance costs AWS provided credits up to $1000 over next year Salesforce commissions & staff salaries     Get: Salesforce Keep: High-frequency footy crowd Grow: Partner w/bar to attract and retain footy fan traffic.   Diversify and increase traffic to their establishments. 18 – 50yo Smartphone user Social media user Avid footy fan Geographically distant from favorite club Local bars that televise footy matches and have less traffic during non-prime sports (football, basketball, etc.) match times. Channels Through which channel does each segment want to be reached App Store & Google Play         Get: Targeted FB mktng/WOM by early evangelists/App Store & Google Play Keep: Dynamic content/Network effects of local footy community Grow: Upgraded feature No big change Cost Structure What are our cost drivers Customer Segments For whom are we creating value Direct Sales B2C B2B Revenue Streams How much is each segment willing to pay and how would they like to pay us this amount  Free Trial for 1mo OR limited use. 1.99/qtr for premium content.  Subscription/Flat Fee for sponsorship in our app renegotiated quarterly.
  • Day 4: Online landing page & Preorders
  • Day 4/5: Online A/B Testing    “A” Page emphasized community; “B” page emphasized other features 105 unique visitors to A page, with a higher conversion 50% to 43% Confirms our hypothesis that community building features are the most important.
  • Key Partners Who are our key partners/ suppliers  Cloud servers  Local bars/pubs  Local soccer pitches Key Activities Which key activities does the biz model require    Geo-locating functionality Connecting Footy Fans – “Passing” Dynamic fixture calendars Value Proposition What value do we deliver to the customer   Day 5  Partnering with bars, getting fans to bars and driving bar sales Key Resources Which key resources does the biz model require     Allow footy fans to connect anytime, anywhere with each other and find venues to watch matches. Have all the info needed to follow your team at your fingertips. Reliable cloud server Engineering talent Payment processor Commission-based sales team Customer Relationships What type of relationship does each segment require of us       Facebook targeted marketing & third party app ads Software development and maintenance costs AWS provided credits up to $1000 over next year Salesforce commissions & staff salaries          Diversify and increase traffic to their establishments. Get: Salesforce Keep: High-frequency footy crowd Grow: Partner w/bar to attract and retain footy fan traffic. 18 – 50yo Smartphone user Social media user Avid footy fan Geographically distant from favorite club Local bars that televise footy matches and have less traffic during non-prime sports (football, basketball, etc.) match times. Channels Through which channel does each segment want to be reached App Store & Google Play    Get: Targeted FB mktng/WOM by early evangelists/App Store & Google Play Keep: Dynamic content/Network effects of local footy community Grow: Upgraded feature  Cost Structure What are our cost drivers Customer Segments For whom are we creating value Direct Sales B2C B2B Revenue Streams How much is each segment willing to pay and how would they like to pay us this amount  Consumers will pay $4.99 for the complete season calendar (or $3.99 for the national competitions and $1.99 for internationals)  % of bar tap (experiment to be conducted)
  • Metrics (Lifestyle versus $100M) Life-Time Value B2C: In-App Purchases per User Local League Calendar Only (per season i.e. yearly) Champions League Calendar Only (per season i.e. yearly) Both Calendars Revenue Range # of Years Retained in App Average cost of a drink at a bar with specials Expected Number of drinks consumed per user per match Bar tab % $ 1.99 $ 4.99 5 From To $ 9.95 $ 24.95 Revenue Range Expected number of games before churn LTV for a paying B2B user 2014 2015 2016 2017 2018 Estimated Users 10% Purchase In-App Sales Low End High End $ 5.00 $ 8.00 2 5% (1) Lifestyle Business (2) Focus on B2C Channel First LTV for a paying B2C user Revenues B2B: Bar Tabs Per User $ 3.99 $ 1.99 $ 4.99 369,550 36,955 1,678,047 167,805 3,492,664 349,266 5,717,848 571,785 8,225,242 822,524 Calendars - $4.99 $ 184,406 $ $ 1,742,839 $ 2,853,206 $ 4,104,396 Bars Fans per match Matches a week Average drinks Average $ / drink $ Footy Tribe cut Bars only NYC Bar Revenue Total Revenues 837,346 25 20 2 2 5 $ 5% 30 20 2 2 5 $ 5% 40 20 2 2 5 $ 5% 500 $ 600 800 $ 184,906 $ 837,946 $ $ $ 1,743,639 $ 50 20 2 2 5 $ 5% 1,000 $ 2,854,206 $ 60 20 2 2 5 5% 1,200 $ 4,105,596 $ 0.50 $ 0.80 5 $ 2.50 $ 4.00 Customer Acquisition Cost Assuming a 2% click through rate 18,477,507 2% of 18.4 million gives us 369.5K users 369,550 We pay per 1000 impressions 18,478 We pay $.75 per 1000 impressions $ 13,858 Number of in-app purchasers year 1 36,955 Our cost per buying user = 13.8K/36.95 $ 0.04
  • Next Steps     Carry on with the app Get 50 fans to a bar for a match within 2 weeks Do some more customer discovery at match Build agile prototype
  • Timeline Timeline for Next Steps Feb-14 Mar-14 Apr-14 Beta Testing May-14 Jun-14 Jul-14 Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Launch Operationa l App Customer Discovery