1. MARCO
Transform the web into your personal
library
Day 1 Interviews: 17
Day 2 Interviews: 14
Day 3 Interviews: 11
Day 4 Interviews: 25
Total Interviews: 67
Team 21 Day 5:
Duare Perez Alonso
Mariano Payano
Arvind Seth
2. Do you ever wish you knew what websites your
friend visited to choose her latest outfit?
Do you ever wish you could show your friends how
much you really know about football?
Do you ever wish your friends could see and use
your favorite recipes?
Do you ever wish you could tag a product you see
on any website and have someone work on sourcing
you an offer?
3. Model Canvas (Day 1)
7. Key
Partners:
5. Key
Activities:
1. Value
Proposition:
4. Customer
Relationships:
2. Customer
Segments:
• Existing Similar
Research Based
Models: Groupon
, Pinterest, Yelp, etc.
• Ambassadors, Powe
r Users, Content
Developers
• Server &
Infrastructure
Providers
• Analytics & Business
partners (eg. Google
Analytics, Diffbot)
• Marketing
• Data management
• Partnership
formation
• Account mgmt.
• Web & app dev.
We believe in the
power of learning from
others.
End Users:
We organize your webprint, so that you can
see it, change it, build
on it and securely
share it with the world.
Business Partners:
We don’t share user
data to create
demand, we influence
demand by sharing
with our users targeted
offers from our
business partners.
End Users:
Advertising, Marketing,
Beta Release
Business Partners:
Consult them regularly
for offers.
End Users:
Mobile phone and
computer users
interested in
capturing, viewing and
in some cases sharing
their web-print.
3. Channels:
Business Partners:
Initially online flash sale
providers whose senior
management we have
access to:
Expedia, Travelzoo, Stre
etEasy, Zillow. We will
pivot based on user
preference.
6. Key
Resources:
•
•
•
•
IT Infrastructure
Software developers
Sales force
End User and
Business Partner
databases
End User:
Website and mobile app.
Business Partners:
Personal relationships
and web analytics
portal.
9. Cost Structure:
8. Revenue Streams:
• IT Maintenance
• Domain ownership
• End User & Business Partner acquisition
• Revenue shares from business partner offers
• Display and click through advertising
• Placement charges
Monday Interviews: 17
4. What We Learned? (Day 1)
Hypotheses
Users want to see a breakdown
of their browsing history
Experiments
•
Users want a better organizer for •
sites they access and want to revisit
Conduct interviews with
everyday web surfers
Speak to academics or heavy
researchers (eg. Professors,
Students, etc.)
Results
Casual Users: 50% no
Heavy Users: 50% yes
Yes, mainly for academics or
heavy researchers
Users are willing to pay for an
organizer
•
Examine how people use
current bookmarking
features
Yes, but < $10 annually
Users want to be informed of
their friends’ browsing history
•
Present users with other
tools and ask for opinion
Yes, want to be able to get
recommended sites and follow
what others are viewing
•
Observe users as they
browse the web or shop for a
particular item online
Yes, but only for frequent online
shoppers
Users want personalized deals
Business partners are willing to
make offers
•
Present a wireframe of the
suggested platform
Need Answer
5. Model Canvas (Day 2)
7. Key
Partners:
5. Key
Activities:
1. Value
Proposition:
4. Customer
Relationships:
• Existing Similar
Research Based
Models: Groupon
, Pinterest, Yelp, etc.
• Ambassadors, Powe
r Users, Content
Developers
• Server &
Infrastructure
Providers
• Analytics & Business
partners (eg. Google
Analytics, Diffbot)
• Marketing
• Data management
• Partnership
formation
• Account mgmt.
• Web & app dev.
End Users:
We organize your webprint, so that you can
Transform theit, build
see it, change web into
your and securely by:
on it personal library
• Auto-generating
share it with the world.
bookmarks
• Storing web history to
provide quick recall
• See other friend’s
libraries
• Personalizing product
offers
Business Partners:
We don’t share user
data to create
demand, we influence
Provide highly-focused
demand by sharing
and targeted offers
with our users targeted
offers from our
business partners.
End Users:
Advertising, Marketing,
Advertising, Marketing,
Beta Release
Beta Release
6. Key
Resources:
•
•
•
•
IT Infrastructure
Software developers
Sales force
End User and
Business Partner
databases
Business Partners:
Consult them regularly
Consult them regularly for
for offers.
offers.
3. Channels:
End User:
Website and mobile app.
Website and mobile app.
Business Partners:
Personal relationships
Personal relationships and
and web analytics
web analytics portal.
portal.
2. Customer
Segments:
End Users:
Mobile phone and
Mobile phone
computer usersand
computer users
interested in capturing,
interested in some
viewing andin capturing,
viewing and their webcases sharingin some cases
sharing
print. their web-print.
Business Partners:
Initially online flash sale
Initially online flash sale
providers whose senior
providers whose senior
management we have
management we have
access to: Expedia,
access to:
Travelzoo, StreetEasy,
Expedia, Travelzoo, Street
Zillow. We will pivot
Easy, Zillow. We will pivot
based on user
based on user preference.
preference.
9. Cost Structure:
8. Revenue Streams:
• IT Maintenance
• Domain ownership
• End User & Business Partner acquisition
• Revenue shares from business partner Partners:
Business offers
• Display and click through advertising
• Revenue shares from business partner
• Placement charges
offers
Tuesday Interviews: 14
End Users: Freemium
• Display and click through advertising
• Placement charges
6. What We Learned? (Day 2)
Hypotheses
Users want to see a breakdown
of their browsing history
Experiments
•
Users want a better organizer for •
sites they access and want to revisit
Conduct interviews with
everyday web surfers
Speak to academics or heavy
researchers (eg. Professors,
Students, etc.)
Results
Casual Users: 80% no
Heavy Users: 20% yes
Yes, mainly for academics or
heavy researchers
Users are willing to pay for an
organizer
•
Examine how people use
current bookmarking
features
Yes, but < $100 annually
Users want to be informed of
their friends’ browsing history
•
Present users with other
tools and ask for opinion
Yes, want to be able to get
recommended sites and follow
what others are viewing
•
Observe users as they
browse the web or shop for a
particular item online
Yes, but only for frequent online
shoppers
Users want personalized deals
Business partners are willing to
make offers
•
Present a wireframe of the
suggested platform
Need Answer
7. Model Canvas (Day 3)
7. Key
Partners:
5. Key
Activities:
1. Value
Proposition:
4. Customer
Relationships:
• Existing Similar
Research Based
Models: Groupon
, Pinterest, Yelp, etc.
• Ambassadors, Powe
r Users, Content
Developers
• Server &
Infrastructure
Providers
• Analytics & Business
partners (eg. Google
Analytics, Diffbot)
• Marketing
• Data management
• Partnership
formation
• Account mgmt.
• Web & app dev.
End Users:
We organize your webTransform the web into
print,personalyou can by:
your so that library
seeAuto-generating
• it, change it, build
on bookmarks
it and securely
share it with the world.to
• Storing web history
End Users:
Advertising, Marketing, B
Advertising, Marketing,
eta Release
Beta Release
Shoppers: Marketing/Ads,
Better Offers, Rewards
Business Partners:
Consult them regularly for
Consult them regularly for
offers.
offers
6. Key
Resources:
•
•
•
•
IT Infrastructure
Software developers
Sales force
End User and
Business Partner
databases
provide quick recall
• See other friend’s
libraries
• Personalizing product
offers
Shoppers:
Provide personalized
Shoppers:
offers
Business Partners:
We don’t share user
data to create demand,
Provide highly-focused
we influence demand
and targeted offers
by sharing with our
users targeted offers
3. Channels:
End User:
Website and mobile app.
Website and mobile app.
Shoppers:
Website, mobile app
Business Partners:
Personal relationships
• Personal relationships
andand web analytics and
web relationships
Personalanalytics
portal.
web analytics portal.
portal.
• Sales Force
2. Customer
Segments:
End Users:
Mobile phone and
• Content Seekers:
Mobile phone
computer usersand
Academics, Researches
computer users
interested in >3hrs/week
spending capturing,
interested in some
viewing andin capturing,
searching, documenting
viewing and their webcases sharingin some cases
sharing
print. their web-print.
Shoppers:
• Online Shoppers:
Online shoppers who
spend ~$20+ per month
Business Partners:
Initially online flash sale
Initially online flash sale
providers whose senior
providers whose senior
management we have
management we have
access to: Expedia,
access to:
Travelzoo, StreetEasy,
Expedia, Travelzoo, Street
Zillow. We will pivot
Easy, Zillow. We will pivot
based on user
based on user preference.
preference.
9. Cost Structure:
8. Revenue Streams:
• IT Maintenance
• Domain ownership
• End User & Business Partner acquisition
• Revenue shares from business partner Partners:
Business offers
• Display and click through advertising
• Revenue shares from business partner
• Placement charges
offers
End Users: Freemium
Wednesday Interviews: 11
Shoppers: Freemium
• Display and click through advertising
• Placement charges
8. What We Learned? (Day 3)
Hypotheses
Users want to see a breakdown
of their browsing history
Experiments
•
Users want a better organizer for •
sites they access and want to revisit
Conduct interviews with
everyday web surfers
Speak to academics or heavy
researchers (eg. Professors,
Students, etc.)
Results
Casual Users: 90% no
Heavy Users: 10% yes
Yes, mainly for academics or
heavy researchers
Users are willing to pay for an
organizer
•
Examine how people use
current bookmarking
features
Yes, but < $45 annually
Users want to be informed of
their friends’ browsing history
•
Present users with other
tools and ask for opinion
Yes, want to be able to get
recommended sites and follow
what others are viewing
•
Observe users as they
browse the web or shop for a
particular item online
Yes, but only for frequent online
shoppers
Users want personalized deals
Business partners are willing to
make offers
•
Present a wireframe of the
suggested platform
Need Answer
9. Model Canvas (Day 4)
7. Key
Partners:
5. Key
Activities:
1. Value
Proposition:
4. Customer
Relationships:
• Existing Similar
Research Based
Models: Groupon ,
Pinterest, Yelp, etc.
• Ambassadors,
Power Users,
Content Developers
• Server &
Infrastructure
Providers
• Analytics & Business
partners (eg. Google
Analytics, Diffbot)
• Marketing
• Data management
• Partnership
formation
• Account mgmt.
• Web & app dev.
End Users:
We organize your webTransform the web into
Transform the web into
print,personalyou can by:
your so that library
your personal it, buildby:
library
seeAuto-generating
• it, change
• Auto-generating
on bookmarks
it and securely
bookmarks
share it with the world.to
• Storing web history
• Storing web history to
provide quick recall
provide quick recall
• See other friend’s
• Sharing with you other
libraries
friend’s libraries
• Personalizing product
offers
Shoppers:
Provide personalized
Shoppers:
offers
Business Partners:
We don’t share user
data to create demand,
Provide highly-focused
we influence demand
and targeted offers
by sharing with our
users targeted offers
End Users:
Advertising, Marketing,
Advertising, Marketing,
Beta Release
Beta Release
Shoppers: Marketing/Ads,
Better Offers, Rewards
Business Partners:
Consult them regularly for
Consult them regularly for
offers.
offers
6. Key
Resources:
•
•
•
•
IT Infrastructure
Software developers
Sales force
End User and
Business Partner
databases
3. Channels:
End User:
Website and mobile app.
Website and mobile app.
Shoppers:
Website, mobile app
Business Partners:
Personal relationships
• Personal relationships
and web web analytics and
Personalanalytics
and relationships
portal.
web analytics portal.
portal.
• Sales Force
2. Customer
Segments:
End Users:
Mobile phone and
• Content Seekers:
Mobile phone
computer usersand
Academics, Researchers
computer users
interested in >3hrs/week
spending capturing,
interested in capturing,
viewing and indocumenting
searching, some
viewing and their webcases sharingin some cases
sharing
print. their web-print.
Shoppers:
• Online Shoppers:
Online shoppers who
spend ~$20+ per month
Business Partners:
Initially online flash sale
Initially online flash sale
providers whose senior
providers whose senior
management we have
management we have
access to: Expedia,
access to:
Travelzoo, StreetEasy,
Expedia, Travelzoo, Street
Zillow. We will pivot
Easy, Zillow. We will pivot
based on user
based on user preference.
preference.
9. Cost Structure:
8. Revenue Streams:
• IT Maintenance
• Domain ownership
• End User & Business Partner acquisition
• Revenue shares from business partner Partners:
Business offers
• Display and click through advertising
• Revenue shares from business partner
• Placement charges
offers
Thursday Interviews: 25
End Users: Freemium
Shoppers: Freemium
• Display and click through advertising
• Placement charges
10. What We Learned? (Day 4)
Hypotheses
Users want to see a breakdown
of their browsing history
Experiments
•
Users want a better organizer for •
sites they access and want to revisit
Conduct interviews with
everyday web surfers
Speak to academics or heavy
researchers (eg. Professors,
Students, etc.)
Results
Casual Users: 90% no
Heavy Users: 10% yes
Yes, mainly for academics or
heavy researchers
Users are willing to pay for an
organizer
•
Examine how people use
current bookmarking
features
Yes, but < $45 annually
Users want to be informed of
their friends’ browsing history
•
Present users with other
tools and ask for opinion
Yes, want to be able to get
recommended sites and follow
what others are viewing
•
Observe users as they
browse the web or shop for a
particular item online
Yes, but only for frequent online
shoppers
Users want personalized deals
Business partners are willing to
make offers
•
Present a wireframe of the
suggested platform
Need Answer
11. Model Canvas (Day 5)
7. Key
Partners:
5. Key
Activities:
1. Value
Proposition:
4. Customer
Relationships:
• Existing Similar
Research Based
Models: Groupon ,
Pinterest, Yelp, etc.
• Champions, Power
Users, Content
Developers
• Server &
Infrastructure
Providers
• Analytics & Business
partners (eg. Google
Analytics, Diffbot)
• Marketing
• Data management
• Web & app dev.
End Users:
We organize your webTransform the web into
print, so that you can
your personal library by:
seeAuto-generating
• it, change it, build
on bookmarks
it and securely
share it with the world.
• Storing web history to
provide quick recall
• See other friend’sother
Sharing with you
librarieslibraries
friend’s
• Personalizing product
offers
Shoppers:
Provide personalized
Shoppers:
offers
Business Partners:
We don’t share user
data to create
Provide highly-focused
demand, we influence
and targeted offers
demand by sharing
with our users targeted
offers
End Users:
Advertising, Marketing,
Get: Advertising, Marketing,
Beta Release
Beta Release
Shoppers: Marketing/Ads,
Keep: Simplicity, UX, privacy
Better Offers, Rewards
Business Partners:
Grow: New Features,
Consult them regularly for
Consult them regularly for
Reward Programs, Referrals
offers.
offers
6. Key
Resources:
• IT Infrastructure
• Software developers
• End User databases
3. Channels:
End User:
Website and mobile app.
Website and mobile app.
Shoppers:
Website, mobile app
Business Partners:
Personal relationships
• Personal relationships
andand web analytics and
web relationships
Personalanalytics
portal.
web analytics portal.
portal.
• Sales Force
2. Customer
Segments:
End Users:
Mobile phone and
• Casual:
Mobile phone
computer usersand
Content Seekers, regular
computer users
interested in
users of Pinterest,
interested in capturing,
capturing, viewing and
Evernote, Insta-paper
viewing and in some
in some for content cases
sharing
looking casesweb-print.
sharing their
their web-print.
discovery and note
retention.
Shoppers:
• Online Shoppers:
• Heavy: shoppers who
Online
Seasoned professionals (
spend ~$20+ per month
eg. lawyers, businessmen,
Business Partners: who
doctors), professors)
Initially online flash sale
need to store, organize
Initially online flash sale
providers whoseopinions
and share links, senior
providers whose senior
management wecontent
and out-of-web have
management we have
access to:
access to: Expedia,
Expedia, Travelzoo, Stre
Travelzoo, StreetEasy,
etEasy, Zillow. We will
Zillow. We will pivot
pivot based on user
based on user preference.
preference.
9. Cost Structure:
8. Revenue Streams:
• IT Maintenance
• Domain ownership
• End User acquisition
• End Users: shares from business partner Partners:
Revenue Freemium
Business offers
• Content Seekers – throughheavy web users shares from business partner
Display and click regular advertising
• Revenue – content seekers, Pinterest,
• Evernote & Instapaper users - Free
Placement charges
offers
Seasoned Professionals – 4.99$/month or 45$/year premium service for
• Display and click through advertising
extra storage/sharing/uploads • Placement charges
Shoppers: Freemium
12. Customer Segment:
End User Archetypes
Casual User:
Joe Browse
• Regular content seeker:
Pinterest, Evernote, Instapaper
user
• Accesses content related to:
– Research projects, job function
– News, blogs, forums
– Goods, services looking to
purchase
– Personal interests
Heavy User:
Professor Store
• Seasoned professional
• Need for organizing and
sharing web content and
personal opinion
• Constant use of web to stay
up to date on field news,
colleague discoveries, etc.
13. Free Market Size
Total Addressable
Market
(80M)
Served Available
Market
(32M)
Target
Market
(3.2M)
Pinterest /
Evernote users
(80M)
40% of users
(32M)
10% of users
(3.2M)
14. Premium Market Size
Total Addressable
Market
(60M)
Served Available
Market
(6M)
NYC 20-60 year olds (5M)
x30% affluent (1.5M)
x40 cities
(60M)
10% Heavy Web users
(6M)
5%
(300,000)
Target
Market
(300,000)
300,000 x $45 x 45% = $6M
15. Channels/Revenue Model
Free (Casual Users)
WebApp
(Chrome)
Chrome
Store
Review Sites:
MARCO
website
Mobile
App
(IOS/
Droid)
Apple &
Chrome
Top 10
Lists
Apple &
Chrome
Stores
Apple &
Chrome
Store top 10
lists
Review Sites
(Bloggers,
Wired)
SEO
(Paid google
adds)
SEO
Premium (Heavy Users)
$45/yr
MARCO
Apple &
Chrome
Store
Google Ads,
Words
MARCO
Champions
45%
30%
20%
5%
16. What Will We Do Next?
Areas of Focus
• Continue to refine the archetype of a potential end user
• Decide on which specific functionality we want to focus on that provides the most
value to our identified end user
• Further study of competition especially similar applications
• Create a tutorial for potential end users to better understand the Marco concept
• Launched www.marcolibrary.com
Define a clear MVP to re-test and re-do customer discovery based on pivots
• Go out and interview potential free and paid users
• Rinse and Repeat
18. Customer Relationships
• Diversification
of features
• Integration of
profile habits
and targeted
interests
Owned Media:
Website,
Mobile app
Paid Media:
Ads, Marketing
Earned Media:
Existing user invites,
recommendations
KEEP
GET
•
•
•
•
Champion Programs
Shopping Rewards
Product Updates
E-mails, RSS
GROW
• Autoorganization
of accessed
content
• Better
sourced and
better priced
deals
• Referral
Program
19. Get Strategy Explained
Host Website
Viral Video
User Education: Tutorials
Invite Users
Get People Talking
Increase Prominence
Bloggers, Recommenders,
Industry moguls
SEO Process, Paid Ads
22. Team
• Technology
Arvind Seth
• End Users
Mariano Payano
• Product
Duare Perez Alonso
•
•
•
Columbia EMBA 2014, Masters and
Undergrad in Computer Science
A decade of professional software
development (c++, JavaScript, ios/obj c)
Strong interest in user experience and UI
design
•
•
•
Columbia Engineering 2014
Morgan Stanley Investment Banking Analyst
Global citizen, problem-solver, language
fanatic
•
•
•
Columbia EMBA 2014, Oxford undergrad
Swiss Re (VP) Business Manager
Spanish banana mogul, ironman and
teaching enthusiast
23. Hypothesis
Type
Experiment
Pass?
Fail?
1. Users are
willing to share
browsing
information
provided the
privacy terms are
clearly defined.
Product
Will you allow the application to
index and save your browsing
information. Will you be
interested in sharing any links
with others explicitly
I currently use
bookmark tools
(ex. Diigo). I
share links with
friends.
No. I do not want
any browsing
history stored even
if I have the ability
to turn off specific
sites
2. User will access Channel(Mobile)
their personal
library and web
history on a
mobile device,
Do you browse extensively on a
mobile device? Would you
access your personal web library
on a mobile device ?
I browse on a
mobile device
especially when
travelling. I also
use offline
readers such as
instapaper.
No. I only see quick
links on the mobile
device
3. User will
search for
multiple sites for
information
simultaneously
Product
When searching for information
on a topic (ex. Research, news,
travel) do you have multiple tabs
open on the browser?
Yes. I also rely on
chrome (or
browser) to
maintain my
saved tabs as I
access them
again
No. I normally
search or browser
for specific sites
serially
4. User will revisit
sites searched
some days or
weeks back
Product
Do you ever find yourself
browsing history to find
information about a topic you
looked at several days back?
I find myself
doing that
frequently. I
have tried
bookmarking but
No. I rarely ever
revisit history or I
start my search
anew on most
topics
24. Hypothesis
Type
Experiment
Pass?
Fail?
1. Users read
reviews on app
store or well
known review
website
GET Strategy
How do you search for a new
mobile app?
I search by
keywords but
also see app
store rankings,
blogs and
reviews. (ex. /.)
No. I know the app
or search by
keywords
2. Users search for
apps/websites on
google and click
on paid ads
GET Strategy
Do you search for software
products on google?
I frequently
search for new
software
products on
google and click
on paid ads.
I rarely click on
paid ads or I use
other avenues
3. User will search
for chrome plugins
on chrome store
Channel/GET
Strategy
How do you hear about and
download new chrome plugins
I search for new
extensions on
chrome store
I rarely use
chrome store.
4. Users follow
recommendations
from well known
reviewers,
champions or
friends
GET Strategy
Have you ever purchased an
application based on
recommendations from a blog,
review, facebook friends or
someone you follow on twitter
Yes. That is the
primary way to
purchase apps.
No.
