1. Jambo! is a mobile advertising platform that
enables advertisers to quickly and effectively
target specific segments in Africa
Week 10
Kris Cuaresma-PrimmJan Shelly Brown Nick KroshusAli Punjani Saman Kielty
Jambo’s vision is to provide discounted/free text,
talk, and data to Base of the Pyarmid users in
emerging markets in exchange for consuming ads.
Week’s Interviews
Users
6
Mentors
2
Total Interviews
Users
100 (10)
Mentors
11
The Current PlanThe Original Vision

2. Kris Cuaresma-Primm
Jan Shelly Brown
Nick Kroshus
Saman Kielty
Ali Punjani
Leonard Annan
Berkeley-Haas MBA
Role: Picker
Focus: Marketing & Sales
Berkeley-Haas MBA
Role: Designer
Focus: System Design
Berkeley-Haas MBA
Role: Designer
Focus: Mobile Carriers
Asheshi University
Role: On-the-Ground Partner
Focus: Mobile Apps
Berkeley PHD - Computer Science
Role: Hacker
Focus: Technical Development
Berkeley-Haas MBA
Role: Hustler
Focus: Project Management
Who Who is our team?

3. WHAT
Where
WHY
Today
Original
Vision
WHO
HOW
What was Jambo’s journey to today?What

4. Total Available
Served Available
Target
India Ghana “African Lions”
$13 Billion
$4 Billion
$195 Million
$721 Million
$288 Million
$94 Million
$5.7 Billion
$2.2 Billion
$734 Million
Where Where is the right market?
Learning…
…Too
Saturated …Too Small …Just Right

5. We need a “Goldilocks” MarketWe need a “Goldilocks” Market

6. Who is our target market?
College Student
• Female farmer
• Mother of three children
• Wants to talk to her sister
that moved to town
• Wants smartphone, buys
soap, razors
Rural Mother
• 19 year old male student
• Uses smart feature phone
• Wants more minutes and
credits to talk to his friends
“Penetration” CPG
• Brand Manager of
penetration-focused CPG
• Multinational basic marketer
• Unilever country manager
Who

7. What What is the right value proposition for whom?What
Base of Pyramid
Rural Farmer
Rural Mom
Mass Market
Rural Mom
Urban Mom
Urban Mom
College Student
Target Users Incentive Advertisers
Mobile Minutes
Mobile Minutes
Mobile Minutes
Sweepstake
Relevant Content
Relevant Content
Content + Minutes
Phone Upgrades
Global CPG
“Basic Good”
Marketer
“Penetration” CPG
Media House
“Penetration” CPG
“Discretionary”
Marketer
Market Research
New Product
WEEK HYPOTHESIS
10 100 PIVOTITERATE
Lack purchasing
power desired by
advertisers
Women make
purchasing decisions
for household
Valued information is
an important aspect
Trusted brands are a
key for growing
Reaching rural users
is cost prohibitive
Market Research
budgets are minimal
594
INTERVIEW

8. 8
Mobile users are better consumers than
customers
Mobile users are better consumers than
customers

9. How How can we operate successfully?
Customer Acquisition Cost :
< $0.15
Conversion
1.5 - 7%
Get Keep Grow
• Facebook
• Out of Home
• Sales Force
• Referral
• SMS Gateway
• Sweepstakes
• Relevant Content
• Improved Ads
Customer Acquisition Cost :
$60K per 1M customers
• Customer data mining
• Customer referrals
• Country expansion
through partnerships

10. Some Metrics Really MatterSome Metrics Really Matter

11. WHY Why will we beat our competitors?
Proprietary customer database:
•Seeded with ~10 Million basic
mobile customer records
•Enhanced customer
information to include
interests, spending
patterns, etc.
• Targeted consumer databases
• SMS gateway technology for
NGOs and CPGs
• Periodic consumer incentives
Jambo will not only offer NGOs & CPGs a platform to reach customers, but will mine the consumer
information, enabling offering more targeted qualified leads to NGOs and CPGs
Potential customer rewards:
•Sweepstakes
•Informative content
•Airtime/credit

12. Provide a mobile advertising platform
that improves targeted consumer databases
Provide a mobile advertising platform
that improves targeted consumer databases

13. Today Is this idea the best idea for tomorrow?
Investment Readiness: Validated Product Market Fit
There are key steps and assumptions that require validation:
•Validation of both the left and right side of the canvas
•High fidelity prototypes
5
8
6
4
2

14. Today What did we learn about finding customers?
Customer Interactions
0 105
Week
Media & Advertising Mobile Users
Cultural differences and an emphasis on
relationships, made ongoing mobile user
customer discovery increasingly difficult.
“Media buyers only use vetted platforms”
Media & Ad Agencies have an incredibly
higher barrier to entry, which relies on
personal relationships or “huge success.”
“New platforms can’t be vetted unless it
is used by media houses.”

15. Today What did we learn about the process?
It helps keep the team focused, but it also
acts as an anchor, hindering the ability to pivot.
0 105
Week
Cost
Of
Change
(CoC)
Bad Idea Commitment Curve
Pivot Debt
Actual
CoC
Optimal
CoC
A Clear Vision is like a Stake in the Ground
The longer a team works on an idea the more
difficult it is to pivot or start over because the they
know how much time and energy it will take to
change.

16. The Future is BrightThe Future is Bright

17. Week 1

18. Week 2

19. Week 3

20. Week 4

21. Week 5

22. Week 6

23. Week 7

24. Week 8

25. Week 9

26. Week10