Gamespeed E245 final presentation
 

Gamespeed E245 final presentation

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Gamespeed E245 final presentation Gamespeed E245 final presentation Presentation Transcript

  • ORIGINAL IDEA = CUSTOMIZED WORKOUT PLATFORM FOR ATHLETES ORIGINAL MARKET = ADOLESCENT ATHLETES IN ALL MAJOR SPORTS UNITS = # of people# OF CUSTOMERS INTERACTED WITH = 4,009 (147 in person/phone interactions) March2012
  • OUR TEAM: TIM HADE TODD BRANCHFLOWER MBA 2012 MS EE 2012 B.S. USAF Academy B.S. USAF Academy PETE VLASTELICA PAUL LEARY Mentor PhD Biology 2016 Founder of YardBarker B.S. UC Santa Cruz March2012
  • Key Key Value Customer Customer partners activities proposition relationships segmentsExisting Great Content Athlete/Parent Acquisition 0 – 18 MonthsTrainer expertise Intuitive Design Better Results Personal / Automated Low Cost AthletesHopeful Convenient Retention CoachesIndustry Experts Community Development Automated / Co-created /Athletes Coaches Community ParentsSales/Marketing Better Results School Boards / Rec Data Solutions Programs Education Upselling Monitoring Personal / Web-based Convenient Low Cost Key resources Channels School Board Content expertise Better Results Coaches Web Design / Low Cost Direct sales Development Web-based Customer Acquisition / Retention Athletes Web-based Cost structure Revenue streams- Content Production- Customer Acquisition/Service Subscription- Infrastructure Advertising Athletes (individual) Qualified leads- Talent to Expand (if necessary) Coaches (teams)www.businessmodelgeneration.com
  • STEP #1: GETTING OUT OF THE BUILDING DECISION MAKER = Coach ACTION NUMBER = 64 ECONOMIC We directly spoke with 64 coaches BUYER = School and observed 10+ team workouts Admin/AD during this process RECOMMENDERS = School Boards INFLUENCERS = Peers/Parents USERS = High School AthletesKey Learning #1: Coaches are the gateway to our market. Need to build product with their needs in mind. March2012
  • Key Key Value customer customer partners activities proposition relationships segmentsExisting Great Content Athlete/Parent Acquisition 0 – 18 MonthsTrainer expertise Intuitive Design Better Results Personal / Automated Low Cost AthletesHopeful Convenient Retention CoachesIndustry Experts Community Development Parents Automated / Co-created /Athletes Coaches Community School Boards / RecSales/Marketing Better Results Programs Data Solutions Education Upselling Monitoring Personal / Web-based Convenient Low Cost Key resources Channels School Board Content expertise Better Results Coaches Web Design / Low Cost Direct sales Development Web-based Customer Acquisition / Retention Athletes Web-based Cost structure Revenue streams- Content Production- Customer Acquisition/Service Subscription- Infrastructure Advertising Athletes (individual) Qualified leads- Talent to Expand (if necessary) Coaches (teams)www.businessmodelgeneration.com
  • Key Key Value customer customer partners activities proposition relationships segmentsExisting Great Content Athlete/Parent Acquisition 0 – 18 MonthsTrainer expertise Intuitive Design Better Results Personal / Automated Low CostHopeful Convenient RetentionIndustry Experts Community Development Automated / Co-created / COACHESAthletes Coaches CommunitySales/Marketing Better Results Data Solutions Education Upselling Monitoring Personal / Web-based Convenient Low Cost Key resources Channels School Board Content expertise Better Results Coaches Web Design / Low Cost Direct sales Development Web-based Customer Acquisition / Retention Athletes 64 Web-based Cost structure Revenue streams- Content Production- Customer Acquisition/Service Subscription- Infrastructure Advertising Athletes (individual) Qualified leads- Talent to Expand (if necessary) Coaches (teams)www.businessmodelgeneration.com
  • STEP #2: SEGMENTING THE COACH MARKET D4 D3 D2 D1 In-House Strength Coach Personal Trainer BENEFIT Do It D3 Yourself D2 COST D1 D4Key Learning #2: We believe our product appeals to about 88% of HS football coaches. March 2012
  • Key Key Value customer customer partners activities proposition relationships segmentsExisting Great Content Athlete Acquisition 0 – 18 MonthsTrainer expertise Intuitive Design Better Results Personal / Automated Low CostHopeful Convenient RetentionIndustry Experts Community Development Automated / Co-created / COACHESAthletes Coaches CommunitySales/Marketing Better Results Data Solutions Education Upselling Monitoring Personal / Web-based Convenient Key resources Low Cost Channels Content expertise Coaches Web Design / Direct sales Development Web-based Customer Acquisition / Retention Athletes 64 Web-based Cost structure Revenue streams- Content Production- Customer Acquisition/Service Subscription- Infrastructure Advertising Athletes (individual) Qualified leads- Talent to Expand (if necessary) Coaches (teams)www.businessmodelgeneration.com
  • Key Key Value customer customer partners activities proposition relationships segmentsExisting Great Content Athlete Acquisition 0 – 18 MonthsTrainer expertise Intuitive Design Better Results Personal / Automated Low Cost COACHESHopeful Convenient RetentionIndustry Experts Community Development Automated / Co-created /AthletesSales/Marketing Coaches Community • D1 Better Results Data Solutions Education Upselling Monitoring Convenient Personal / Web-based • D2 Low Cost Key resources Channels • D3 Content expertise Coaches Web Design / Direct sales Development Web-based • D4 Customer Acquisition / Retention Athletes Web-based 64 Cost structure Revenue streams- Content Production- Customer Acquisition/Service Subscription- Infrastructure Advertising Athletes (individual) Qualified leads- Talent to Expand (if necessary) Coaches (teams)www.businessmodelgeneration.com
  • STEP #3A: COMMUNICATING WITH TARGET MARKET Direct Email Google/FB Search Google DisplayKey Learning #3: Direct email is the most efficient way for us togenerate traffic, but without partners, this approach isn’t scalable March 2012
  • STEP #3B: COMMUNICATING WITH TARGET MARKET Display $40/Day Search $20/Day Search $40/Day Display $20/Day Learned how to manage networksKey Learning #4: We can scale display advertising to meet our goal of 300 new visitors/day…and we think we can afford it March 2012
  • STEP #4: VISITORS ≠ USERS NO FREE TRIAL (FEB 6 & 7) FREE TRIAL (FEB 21 & 22) VISITORS = 1140 VISITORS = 245 VIEWED REGISTRATION PAGE = 274 VIEWED REGISTRATION PAGE = 56 (24%) (23%) USERS = 24 USERS = 32 R2U CONVERSION RATE = 8.7% R2U CONVERSION RATE = 57%Key Learning #4: Bringing visitors to the site is not enough. Producteducation is essential to converting visitors into paying users. March 2012
  • Key Key Value customer customer partners activities proposition relationships segmentsExisting Great Content Athlete Acquisition 0 – 18 MonthsTrainer expertise Intuitive Design Better Results Personal / Automated Low Cost COACHESHopeful Convenient RetentionIndustry Experts Community Development Automated / Co-created /AthletesSales/Marketing Coaches Community • D3 Better Results Data Solutions Education Upselling Monitoring Convenient Personal / Web-based • D4 Low Cost Key resources Channels Content expertise Coaches Web Design / Direct sales Development Web-based Customer Acquisition / Retention Athletes Web-based 64 Cost structure Revenue streams- Content Production- Customer Acquisition/Service Subscription- Infrastructure Advertising Athletes (individual) Qualified leads- Talent to Expand (if necessary) Coaches (teams)www.businessmodelgeneration.com
  • Key Key Value 3855 customer customer partners activities proposition relationships segmentsExisting Great Content Athlete VISITORS 0 – 18 MonthsTrainer expertise Intuitive Design Better Results • Direct email best, requires partner to Low Cost scale COACHESHopeful ConvenientIndustry Experts Community Development • SEM scalable, display best, need $AthletesSales/Marketing Coaches • D3 Better Results Data Solutions USERS Education • Product education Monitoring Convenient critical, free trial ness. • D4 Low Cost Key resources Channels 3855 Content expertise Coaches Web Design / Development Direct sales • Camps, clinics, Customer Acquisition / conventions Retention Web-based 64 • Direct email, SEM Cost structure Revenue streams- Content Production- Customer Acquisition/Service Subscription- Infrastructure Advertising Athletes (individual) Qualified leads- Talent to Expand (if necessary) Coaches (teams)www.businessmodelgeneration.com
  • STEP #5: WHAT COACHES WANT n = 60 1) Need the ability to customize workouts to meet my specific situation 2) Coach UI is too complicated…needs to be more intuitive 3) Need print functionality/control (not mobile) 4) Want to be able to see exactly what my athletes see 5) Want ability to upload contentKey Learning #5: Initial product failed to meet coaches needs, but we now have a pretty good understanding of the value prop we need to offer March 2012
  • Key Key Value 3855 customer customer partners activities proposition relationships segmentsExisting Great Content Athlete VISITORS 0 – 18 MonthsTrainer expertise Intuitive Design Better Results • Direct email best, requires partner to Low Cost scale COACHESHopeful ConvenientIndustry Experts Community Development • SEM scalable, display best, need $AthletesSales/Marketing Coaches • D3 Better Results Data Solutions USERS Education • Product education Monitoring Convenient critical, free trial ness. • D4 Low Cost Key resources Channels 3855 Content expertise Coaches Web Design / Development Direct sales • Camps, clinics, Customer Acquisition / conventions Retention Web-based 64 • Direct email, SEM Cost structure Revenue streams- Content Production- Customer Acquisition/Service Subscription- Infrastructure Advertising Athletes (individual) Qualified leads- Talent to Expand (if necessary) Coaches (teams)www.businessmodelgeneration.com
  • Key Key Value 3855 customer customer partners activities proposition relationships segmentsExisting Suggested Content Athlete VISITORS 0 – 18 MonthsTrainer expertise Better Results • Direct email best, Intuitive Design requires partner to Low Cost scale COACHESHopeful ConvenientIndustry Experts Customized Solutions • SEM scalable, display best, need $AthletesSales/Marketing Coaches • D3 Better Results 60 Education USERS • Product education Monitoring Convenient critical, free trial ness. • D4 Manageable Cost Key resources Ownership Channels 3855 Customization Ability Content expertise Coaches Web Design / Development 60 Direct sales • Camps, clinics, Customer Acquisition / conventions Retention Web-based 64 • Direct email, SEM Cost structure Revenue streams- Content Production- Customer Acquisition/Service Subscription- Infrastructure Advertising Athletes (individual) Qualified leads- Talent to Expand (if necessary) Coaches (teams)www.businessmodelgeneration.com
  • STEP #6: BUILDING A BUSINESS 3800 Coaches EOY 2013 March 2012
  • Key Key Value 3855 customer customer partners activities proposition relationships segmentsExisting Suggested Content Athlete VISITORS 0 – 18 MonthsTrainer expertise Better Results • Direct email best, Intuitive Design requires partner to Low Cost scale COACHESHopeful ConvenientIndustry Experts Customized Solutions • SEM scalable, display best, need $AthletesSales/Marketing Coaches • D3 Better Results 60 Education USERS • Product education Monitoring Convenient critical, free trial ness. • D4 Manageable Cost Key resources Ownership Channels 3855 Customization Ability Content expertise Coaches Web Design / Development 60 Direct sales • Camps, clinics, Customer Acquisition / conventions Retention Web-based 64 • Direct email, SEM Cost structure Revenue streams- Content Production- Customer Acquisition/Service Subscription- Infrastructure Advertising Athletes (individual) Qualified leads- Talent to Expand (if necessary) Coaches (teams)www.businessmodelgeneration.com
  • Key Key Value 3855 customer customer partners activities proposition relationships segmentsExisting Suggested Content Athlete VISITORS 0 – 18 MonthsTrainer expertise Better Results • Direct email best, Intuitive Design requires partner to Low Cost scale COACHESHopeful ConvenientIndustry Experts Customized Solutions • SEM scalable, display best, need $AthletesSales/Marketing Coaches • D3 Better Results 60 Education USERS • Product education Monitoring Convenient critical, free trial ness. • D4 Manageable Cost Key resources Ownership Channels 3855 Customization Ability Content expertise Coaches Web Design / Development 60 Direct sales • Camps, clinics, Customer Acquisition / conventions Retention Web-based 64 • Direct email, SEM Cost structure Revenue streams Product Dev Overhead Customer Acq Development Salaries Partnerships Subscription Advertising Front End Legal/Accounting Marketing Coaches (teams) General or w/ partners? Third Party Costs Equipment/Supplies Content Production 15 96 10www.businessmodelgeneration.com
  • STEP #7: THE NEXT 9 MONTHS MAR APR MAY JUN JUL AUG SEP OCT NOV DEC V3 Hard Release 1000 paying V2 Hard Release  150 paying customers customers TEST RAPID ITERATION CAPABILITY PRODUCT DEVELOPMENTIterate on 60 Continue Iteration on 210 customers, develop market AFCA CONVcoaches inputs ready solution, explore sport expansion (SITE CLOSED) DecisionTime(SITE CLOSED)Continue Experiment CUSTOMER DEVELOPMENT Launch Marketing Campaign #2 Latent Period Goal = 263 Visitors/Day Explore Partnership Potential Launch Marketing Campaign #3 Budget = $100/Day Goal = 1300 Visitors/Day Budget = $500/Day FUNDRAISING Goal = $10,000 Goal = $70,000 Goal = $70,000 March 2012
  • Key Key Value 3855 customer customer partners activities proposition relationships segmentsExisting Suggested Content Athlete VISITORS 0 – 18 MonthsTrainer expertise Better Results • Direct email best, Intuitive Design requires partner to Low Cost scale COACHESHopeful ConvenientIndustry Experts Customized Solutions • SEM scalable, display best, need $AthletesSales/Marketing Coaches • D3 Better Results 60 Education USERS • Product education Monitoring Convenient critical, free trial ness. • D4 Manageable Cost Key resources Ownership Channels 3855 Customization Ability Content expertise Coaches Web Design / Development 60 Direct sales • Camps, clinics, Customer Acquisition / conventions Retention Web-based 64 • Direct email, SEM Cost structure Revenue streams Product Dev Overhead Customer Acq Development Salaries Partnerships Subscription Advertising Front End Legal/Accounting Marketing Coaches (teams) General or w/ partners? Third Party Costs Equipment/Supplies Content Production 15 96 10www.businessmodelgeneration.com
  • Key Key Value 3855 customer customer partners activities proposition relationships segmentsExisting Suggested Content Athlete VISITORS 0 – 18 Months Better Results • Direct email best,Training 9 Intuitive Design Low Cost requires partner to COACHES Convenient scaleHopeful Customized Solutions • SEM scalable, display best, need $ Coaches • D3 Better ResultsEquipment 60 Education USERS • Product educationApparel Monitoring Convenient critical, free trial ness. • D4 Manageable Cost Key resources 15 Ownership Channels 3855Nutrition Customization Ability Product Dev CoachesRecruiting -Front End Design Customer Dev 60 Direct sales • Camps, clinics,Statistics - Partnerships conventions - Additional MarketingVideo education Web-based 64 Fundraising • Direct email, SEMOther Web based - Money Cost structure Revenue streams Product Dev Overhead Customer Acq Development Salaries Partnerships Subscription Advertising Front End Legal/Accounting Marketing Coaches (teams) General or w/ partners? Third Party Costs Third Party Costs Content Production Equipment/Supplies 15 96 10www.businessmodelgeneration.com
  • QUESTIONS? March2012