1. G2C
Go 2 China
“Providing short term visitors to China with convenient
Phone/Data/App bundled rental service”
Customers Today: 30
Total: 79
Zachary Brown Shockey Wu Ada Xiao Helios Zhou
Hustler/ Designer/ Hustler/ Hacker/Designer
User Experience Hustler Designer
Specialist 1

2. G2C
Interviews

3. G2C
Day 1
Key Partners Platform/Network Unique Value • Automated Needs
• Travel agencies • Increase the number • Real time event • Want to travel China
• Community
(hotel/flight/car) and quality of vendors information but unfamiliar with
• User friendly • Co-creation local dynamics
(food/alcohol/parties)
• Restaurants/Bars/ • Improve social • Social connection • DIY style
Nightclubs connection (Travel buddy/city • Keen to social
• Data management exploration buddy) interaction
• Advertisement • Tailored itinerary • Keen to local hot
agencies planning and sharing spots
• Travel Guide Other benefits Customer Profile
Publisher (long term) • Easy booking • Age 18~35
Intellectual • App store
(external link) • Backpacker
• Customer database • Website
• Language translation • New to China
• partnership • Social media • Short period of stay
Human • English speaking
• designer / sales force
Financial
Fix Volume Driven
• Initial set up and software design • Stage 1: Ad/Sponsorship (related and
• Business development (w/t key unrelated)
partners) • Stage 2: Ad + paid version
• Initial promotion program • Stage 3: Ad + paid version + event
Variable commission
• Data storage
3
• A&P

4. G2C
How we think this thing would work….
4

5. G2C
Day 2
Platform/Network • Automated Multi-party
• Increase the number Customers
• Community
and quality of vendors English speaking
• User friendly • Co-creation
25~35 year old
• Improve social backpacker.
connection
• Data management •Frequent Business
Travelers.
• Website •Local Vendors
Intellectual
• Customer database (Synchronize
• partnership with app)
Human • App store
• designer / sales force
•Social media
Fix Volume Driven
•Initial setup costs • Stage 1: Ad/Sponsorship (related and
• Initial promotion program unrelated)
Variable • Stage 2: Ad + paid version
•Computing resources • Stage 3: Ad + paid version + event
• A&P commission
•Monitoring expenses
5

6. G2C
Day 3
Improve social Multi-party
connection Customers
• Automated
Improve number
• Community English speaking
and quality of
• Co-creation 25~35 year old
vendors
Restaurants/Bars/ leisure travelers
R&D of App
Nightclubs to China.
Interface
Data Management
Advertisement
agencies Local vendors
Local Vendors:
•Translated/Custo
Intellectual mer Designed •Website (Synchroniz
Travel Guide • Customer database ed with app)
Publisher (long • partnership Menu
•Restaurant • App store
term) Human •Social media
• designer / sales force info/promotion
•Event Info Local vendors
Fix Volume Driven
• Initial app development/operation costs • Stage 1: Ad/Sponsorship (related and
• Initial promotion program unrelated)
Variable • Stage 2: Ad + premium version
•Computing resources • Stage 3: Ad + premium version + event
• A&P commission
•Monitoring expenses
6

7. G2C
Day 4
•Hotels in China (onsite at
•China Mobile
•Phone Manufacturer
Direct sales to local apps
7

8. G2C
Yesterday we think how the new thing would work….
8

9. G2C
Now is Day 5
Foreign Travelers: •Direct sales
Convenient,
inexpensive rental
smart phone with
telephone, email,
• Direct sales and internet for
short term visitors to Local apps
China
• Phone app
providers Physical: Hardware,
logistical related
storage/transportation
Human: sales force
Intellectual: phone apps, Direct sales to local
partners/channels apps
Fixed
Volume Driven
•Distribution channel
•Sales of phone bundled package
•Advertising
•Apps that pay to be included in the bundle
Variable
•Other advertising on/through the phone
Phone /data service
itself
Logistics (storage/transportation)
Direct sales
Apps included in the bundle 9

10. G2C
Hypothesized Customer Archetypes
Lawrence, 25, USA citizen
- Go to China for two week vacation
- Iphone 4S owner
- Heavy data user: >1GB per month
- Continuous social connection
- Over 50+ emails per day
- Star in Facebook, twitter
- Cost conscious
Problem: data access in China

11. G2C
Market Size
Bundled phone users
 TAM - Leisure travelers to China: 10.86M
 SAM - 40% middle segment (not overly frugal or
rich): 4.3M
 TM - 80% city travelers: 3.47M
Total
Served Bundle Package cost
Addressable Target
Available  Cost of smartphone unit = 17$/month (1year depreciation)
Market Market
Market  Cost of service (240 minutes, 300MB data)= 15$/m
10.86 M 3.47 M
4.3 M  Guestimate of other costs (operating/logistics/channel/marketing) =
people people
people 10$
 Remaining profit per sale= 8$
 Potential market size 50$ x 3.47M = $173M USD
 Potential profit (3.47M x 8$) = $29.6M USD (16%)
(not including potential revenue from charging apps)
11

12. G2C
Minimum Viable Product
A Bundle to Rent
1 2 3
Pick a Smart Phone Pick a Rate Plan Pick Travel Apps
- Free for private label - Tiered rate plan - Basic Free
- Rent for brands • Menu A/B/C (e.g. - Premium Apps
5$ per 100MB) - Installed Ads

13. Hypothesis Testing G2C
Day 1 Day 2
Customer 18~35 years old English speaking travelers to Local restaurant who wants to attract
Hypothesis
Segments China for leisure are our targeted customers foreign travelers will join our database
The demand of potential customers within the
Test Test the demand of local restaurant
age range
Result Failed. Pending
Value Targeted customers want to share travel Targeted customers want to share travel
Hypothesis
Propositions experiences with other travelers experiences with other travelers.
Whether the majority of sample customers desire Test whether the majority of sample customers
Test
this function desire this function
Result Passed. Passed
Smartphone app stores will be our main Local vendors are willing to promote our
Channels Hypothesis
channel to reach out to our customers application
Whether our customers go to app stores for travel How long they could promote our app and
Test
related apps would it be free
Result Failed. Pending
First stage: advertising, Second stage: one- Local restaurant who wants to join our
Revenue
Hypothesis time payment, Final stage: commission on database and use our service will be our
Streams event tickets sales primary sponsors
Whether there is advertisement/sponsorship
Test how much commission local vendors will
Test demand, and if users are willing to pay to
pay, on what sizes of foreign visitors
download
Result Pending. Pending 13

14. Hypothesis Testing G2C
Day 3 Day 4
There is demand for local phone/data usage There is demand for local phone/data usage by
Customer
Hypothesis by short term travelers who don’t use their short term travelers who don’t use their mobile
Segments mobile plans from home plans from home
Test Surveying hotels and end users Surveying hotels and end users
positive, people want to use at least a phone positive, people want to use at least a phone while
Result
while in China, if inexpensive. in China, if inexpensive.
Value
Proposition Hypothesis People are interested in a bundled package People are interested in a bundled package
s
Test surveying end users (ongoing) surveying end users (ongoing)
positive, people indicate they’d be interested in positive, people indicate they’d be interested in
Result
access to phone/internet if inexpensive enough access to phone/internet if inexpensive enough
Vendors are not currently offering
Channels Hypothesis Hotels will be our major distribution channel
phone/data options to travelers
Test surveying hotels and local websites Survey hotels
Most of the surveyed hotels are not offering such Hotels is unlikely to be our partner due to the
Result
service at low price conflict of their own landline service
Revenue Short term travelers are willing to pay 50$ for Short term travelers are willing to pay 50$ for
Hypothesis
Streams bundle of phone/email/internet access bundle of phone/email/internet access
Test Surveying end users Surveying end users
Result Pending Positive 14

15. G2C
Next Steps…
Customer Segments –
Reiterate Customer Discovery process with interviews of foreigners
visiting China, understanding their needs and behaviors.
Hypothesis: travelers who stay in mid-end hotels have needs for data-
serviced rental phones.
Test: Interview more foreign travelers going to China, especially older
ones on which we have little data.
Channels
Hypothesis: Airport kiosks and travel agencies will be better distribution
channels.
Test: Interviews with airports and travel agencies for demand feedbacks.
Cost Structure
Hypothesis: Distributing through airport kiosks and travel agencies cost
more than through hotels.
Test: Interviews with airports and travel agencies for cost informations.

16. G2C
End of
day 5
16