1. JerseySquare As of: 8/31/12
“The Netflix of Licensed Sports Jerseys”
Bryan Gitler Elmer Moore Jay Naik Michael Melmed
JerseySquare is a rental service for
professional sports jerseys
Total Interviews: 169
Total Website Visits: 190
TOTAL SUBSCRIPTIONS SOLD: 2
2. Customer Discovery
80 Customer Sales
70 2 Key Partners
60 Cost Resources
50 Potential Customers
40
66
30
55 15
20 1
10 20 4 1
7
0
Monday Tuesday Wednesday Thursday Friday
Over the course of the week, we spoke with 169 contacts
during the customer discovery process
3. Day 1 Canvas As of: 8/27/12
Key Partners (7) Key Activities (5) Value Proposition (1) Customer Relationships (4) Customer Segments (2)
Who are our key partners/ suppliers Which key activities does the biz model What value do we deliver to the What type of relationship does each For whom are we creating value
require customer segment require of us
Professional Sports - Rental Tracking A cheaper way to Search ads Professional Sports
Leagues - Shipping wear Officially Game Attendees
Licensed sports Social Media
Jersey Suppliers - Dry cleaning jerseys to a game - Male
At Stadium
Dry Cleaners - Marketing Promotions - Adult
Eliminate risk of
Stadium - Customer Service owning a player - <$100k income
Shop/Vendors jersey who is
Key Resources (6)
- Attend 10+
Pre-paid Envelope Which key resources does the biz model
traded games per yr
require
Suppliers Channels (3)
Jersey Inventory Provide alternative Through which channel does each
segment want to be reached
USPS/Fedex/UPS to purchasing
Warehouse Website
counterfeit jerseys
Logistics system Stadium
Shops/Vendors
Ticket Websites
Direct Mail
Cost Structure (9) Revenue Streams (8)
What are our cost drivers How much is each segment willing to pay and how would they like to pay us this amount
Warehouse, shipping, cleaning, logistics tracking, Annual Subscription Model
website development/maintenance
5. Day 2 Canvas As of: 8/28/12
Key Partners (7)
Who are our key partners/ suppliers
Key Activities (5)
Current Canvas
Which key activities does the biz model
require
Value Proposition (1)
What value do we deliver to the
customer
Customer Relationships (4)
What type of relationship does each
segment require of us
Customer Segments (2)
For whom are we creating value
Professional Sports - Rental Tracking A cheaper way to GET - Search Ads, Professional Sports
Leagues - Shipping wear Officially Partnerships, At Game Attendees
Licensed sports stadium promotion
Jersey Suppliers - Dry cleaning jerseys to a game - Male and Female
KEEP - Customer
Dry Cleaners - Marketing Service - Young Adult 18-
Eliminate risk of 30
Stadium - Customer Service owning a player GROW - Referral
Shop/Vendors jersey who is Program - <$100k income
Key Resources (6) traded
Pre-paid Envelope Which key resources does the biz model - Attend >10% of
require
Suppliers Channels (3) home games per
Jersey Inventory Provide alternative Through which channel does each
segment want to be reached yr
USPS/Fedex/UPS to purchasing
Warehouse Website - Casual sports
counterfeit jerseys
Logistics system Stadium fans
Shops/Vendors
Ticket Websites
Direct Mail
Cost Structure (9) Revenue Streams (8)
What are our cost drivers How much is each segment willing to pay and how would they like to pay us this amount
Jerseys, warehouse, shipping, cleaning, logistics Annual Subscription Model
tracking, website development/maintenance,
customer service employees Pay per Rental
7. Day 3 Canvas As of: 8/29/12
Key Partners (7)
Who are our key partners/ suppliers
Key Activities (5)
Current Canvas
Which key activities does the biz model
require
Value Proposition (1)
What value do we deliver to the
customer
Customer Relationships (4)
What type of relationship does each
segment require of us
Customer Segments (2)
For whom are we creating value
Jersey Suppliers - Rental Tracking
Rental Tracking GET - Search Ads, Professional Sports
SPORTS JERSEY
- Shipping
Shipping Partnerships, At Fans
Dry Cleaners OWNERS
stadium promotion
- Dry cleaning
Dry cleaning - Flexibility to
Pre-paid Envelope change jersey KEEP - Customer SPORTS JERSEY
Suppliers - Marketing
Marketing - Eliminate risk of Service OWNERS
owning jersey - Male
USPS/Fedex/UPS - Customer Service GROW - Referral
Customer Service who is traded – Referral/ - Kid to Young
ProgramProgram
Reward Adult 13-35
Key Resources (6)
Which key resources does the biz model
require
Channels (3)
Jersey Inventory SINGLE GAME Through which channel does each
segment want to be reached SINGLE GAME
Jersey Inventory ATTENDEES
Website
Website ATTENDEES
Warehouse - Cheaper way to - Male and
Warehouse
wear jersey to a Stadium
Stadium Female
Logistics system
Logistics system game Shops/Vendors
Shops/Vendors - Young Adult 18-
30
Ticket Websites
Ticket Websites
- Casual fan
Direct Mail
Direct Mail
Cost Structure (9) Revenue Streams (8)
What are our cost drivers How much is each segment willing to pay and how would they like to pay us this amount
Jerseys, warehouse, shipping, cleaning, logistics
Jerseys, warehouse, shipping, cleaning, SINGLE GAME ATTENDEES SPORTS JERSEY OWNERS
tracking, tracking,development/maintenance,
logistics website website - Pay per Rental - Annual Subscription
customer service employees customer service
development/maintenance,
employees
8. Day 3 - Customer Discovery
Left Side of Canvas Right Side of Canvas
Commercial Dry Cleaners USPS & FedEx
Sports Bars
Jersey Suppliers
Social Media
9. Day 4 Canvas As of: 8/30/12
Key Partners (7)
Who are our key partners/ suppliers
Key Activities (5)
Current Canvas
Which key activities does the biz model
require
Value Proposition (1)
What value do we deliver to the
customer
Customer Relationships (4)
What type of relationship does each
segment require of us
Customer Segments (2)
For whom are we creating value
Jersey Suppliers - Rental Tracking
Rental Tracking GET - Search Ads, Professional Sports
SPORTS JERSEY
- Shipping
Shipping Partnerships, At
Social Fans
Dry Cleaners OWNERS
stadium At stadium
Media, promotion
- Dry cleaning
Dry cleaning - Flexibility to
Pre-paid Envelope promotion SPORTS JERSEY
change jersey KEEP - Customer
Suppliers - Marketing
Marketing - Eliminate risk of ServiceCustomer
KEEP - OWNERS
owning jersey Service - Male
USPS/Fedex/UPS - Customer Service GROW - Referral
Customer Service who is traded - Kids to Young
Program Referral/
GROW – Adult 13-35
Key Resources (6)
Which key resources does the biz model Reward Program
require
Channels (3)
Jersey Inventory SINGLE GAME Through which channel does each
segment want to be reached SINGLE GAME
Jersey Inventory ATTENDEES
Website ATTENDEES
Warehouse - Cheaper way to Website
Warehouse - Male and
wear jersey to a Stadium
Ticket Websites Female
Logistics system
Logistics system game Shops/Vendors - Young Adult 18-
30
Ticket Websites
- Casual fan
Cost Structure (9) Revenue Streams (8)
What are our cost drivers How much is each segment willing to pay and how would they like to pay us this amount
Jerseys, warehouse, shipping, cleaning, logistics
Jerseys, warehouse, shipping, cleaning, SINGLE GAME ATTENDEES SPORTS JERSEY OWNERS
tracking, tracking,development/maintenance,
logistics website website - Pay per Rental - Annual Subscription
customer service employees customer service
development/maintenance, $200
employees
14. Day 5 Canvas As of: 8/31/12
Key Partners (7)
Who are our key partners/ suppliers
Key Activities (5)
Current Canvas
Which key activities does the biz model
require
Value Proposition (1)
What value do we deliver to the
customer
Customer Relationships (4)
What type of relationship does each
segment require of us
Customer Segments (2)
For whom are we creating value
Jersey Suppliers - Rental Tracking
Rental Tracking GET - Search Ads, Professional Sports
SPORTS JERSEY
- Shipping
Shipping Partnerships, At
Social Fans
Dry Cleaners OWNERS
stadium At stadium
Media, promotion
- Dry cleaning
Dry cleaning - Flexibility to
Pre-paid Envelope promotion SPORTS JERSEY
change jersey KEEP - Customer
Suppliers - Marketing
Marketing - Eliminate risk of Service Seniority, OWNERS
KEEP –
owning jersey loyalty program - Male
USPS/Fedex/UPS
USPS - Customer Service GROW - Referral
Customer Service who is traded - Kids to Young
Program Premium
GROW – Adult 13-35
Key Resources (6)
Which key resources does the biz model subs, Family plan
require
Jersey Inventory SINGLE GAME SINGLE GAME
Jersey Inventory ATTENDEES Channels (3)
Through which channel does each ATTENDEES
Warehouse - Cheaper way to segment want to be reached
- Male and
Warehouse
wear jersey to a Female
Logistics system Website
Website
Logistics system game - Young Adult 18-
Stadium Shops/Vendors
30
Ticket Websites - Casual fan
Direct Mail
Cost Structure (9) Revenue Streams (8)
What are our cost drivers How much is each segment willing to pay and how would they like to pay us this amount
Jerseys, warehouse, shipping, cleaning, logistics
Jerseys, warehouse, shipping, cleaning, SINGLE GAME ATTENDEES SPORTS JERSEY OWNERS
tracking, tracking,development/maintenance,
logistics website website - Pay per Rental - Annual Subscription,
customer service employees customer service
development/maintenance, Monthly Subscription,
employees One-Time
15. Biggest Learning Moments
What We Thought Results What We Found
There are two customer segments:
• SPORTS JERSEY OWNERS
Customer segment is adult males
who attend lots of games each year X o Male, Kids to Young Adult 13-35
• SINGLE GAME ATTENDEES
o Male and Female, Young Adult 18-30,
Casual fan
Customers like our company because we provide
both:
• the ability to wear different jerseys throughout
Customers will use JerseySquare
because we are cheaper X the season
• a hedge against players being traded, getting
hurt, retiring, etc.
Customers are actually willing to spend as much (if
Customers will not be willing to
spend as much on rental jerseys X not more) on a subscription for jersey rentals as
they do on buying a jersey!
There is a market for renting
professional jerseys! P We received payment from our first customer on
Thursday, 8/30/2012
16. Archetypes
Attribute Gasol Junior Becky
Age 32 15 24
Income $65K N/A $40K
Demographics White White White
Type Jersey Buyer Social Statement Social Sports Viewer
Fan Type Avid In-Season Casual
Class Middle Middle Middle
Facebook Status Single/It’s Complicated Single In Relationship
RENTAL TYPE SUBSCRIPTION
17. Unit Economics
(For One Person)
Year 1 Year 2
Jersey Cost
(w/ 25% off)
$ 150 Revenue Revenue
$ 199 $ 199
Turns Turns
Shipping Shipping
$9
X5 Unit Costs
$9
X5 Unit Costs
- $ 230 - $ 55
Cleaning
$1
X5 Cleaning
X5
Net $1 Retention
x 60 %
Processing - $ 31
$1 X5 Processing
X5
$1
Customer Net
Acquisition $ 86
$ 25
18. Current Pricing Plans
(But A/B Testing for Price Elasticity)
• Authentic Top of Line Jerseys
Annual Subscription
• Free Shipping
$199 /year
• Send back a jersey in exchange for another
Monthly Subscription • Authentic Top of Line Jerseys
$29.99 /month • Free Shipping
• Send back a jersey in exchange for another
• Authentic Top of Line Jerseys
1 Time, 1 Week Rental
• Free Shipping
$24.99
• Send back jersey within 1 week
19. Customer Relationships
GROW
KEEP
• Customer Loyalty program • Sale of customer data
with bonus rentals and • Family plan
discount purchases • Premium
• Seniority credits subscriptions
GET
• Partnership rewards and • Additional products
discounts
• Google AdWords
• Free jersey giveaways
• Guerilla style marketing on
FB, YouTube, and Twitter
• Customer referral bonuses
• Targeted promotions
Results Pending…
20. Market Size
Total
(how big is 150 Million Americans watch the 5 major
Addressable universe) team sports (in some capacity)
Market
Served (how many can I
11 Million NY Metro Area watch the 5
Available reach with my
major team sports (in some capacity)
sales channel)
Market
Based only Yankee Stadium Research:
11.7% of SAM showed strong interest
(who will be most
Target Market likely buyers)
1.3 Million People
- Half subscription / Half Pay Per Rental
21. Next Steps
• Teenager Customer Discovery
• Customer Acquisition
o More Google Adwords Testing
o More Website Conversion Testing
• LISTEN TO/OBSERVE OUR CUSTOMERS
