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EveryStep Pitch (2012 Good Hackathon)
 

EveryStep Pitch (2012 Good Hackathon)

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NOTE: Scroll down in each slide to view presenter notes. ...

NOTE: Scroll down in each slide to view presenter notes.

In March 2012, I teamed up with Yang Yang, Aliona Katz, Eric Schreiber and Emily Wagenknecht at the Good Design Hackathon. The prompt: design something that would help the average New Yorker become a better citizen every hour of the day.

Our solution: EveryStep, an app/service that allows friends to pledge micro-donations for every step you take or mile you run. This adds up long-term, translating to significant funds for organizations, and positive sustainable lifestyle change for you.

Photos shamelessly grabbed off Google Image Search at the last minute. If you took them, please let me know and I'll credit you here! :)

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  • Let’s face it. As a nation, we need more exercise. You know the statistics on obesity and sedentary lifestyles and blah blah blah. And yet... it’s so SO hard to get to the gym! We all could use more motivation.\n
  • Or do we? Maybe what we actually need is INSPIRATION. So we asked ourselves, what would INSPIRE you to get active?\n
  • Maybe it’s the idea of giving under-served kids amazing opportunities in life?\n
  • Maybe it’s equipping our scientists in their fight against cancer?\n
  • Or maybe you want to do something locally, like supporting your local community garden\n
  • \n
  • That really adds up!\n
  • \n
  • The money is coming from people who care about you, and YOUR long-term health!\n
  • Let’s watch a scenario that unfolds one afternoon in NYC\n
  • Emily is concerned about her close friend Bob. Bob works a desk job and doesn’t get any exercise. He wants to be more active but has trouble staying motivated. Emily tells Bob about a cool app that might help.\n
  • Emily logs on to EveryStep. She makes a pledge to support Bob for 1 cent per 100 steps to encourage him to walk more. She then send Bob an invitation to join EveryStep.\n
  • Bob gets Emily's invitation. Bob reads Emily's message, and checks out the site. Bob selects his cause. He is passionate about cancer research, and chose a cancer org as the cause he wants to walk to support. \n
  • Bob likes the idea of \n1. friend support\n2. walking for a cause\n3. raising money and awareness \n4. Getting to visualize his activities\n\nBob hooks up to the app and goes!\n(at first he isn't too excited about walking...)\n
  • But over time, he finds that he likes it a lot.\nEmily and Bob are both happy to see what they accomplish:\n\n1) They see the steps taken.\n2) They see the donations given.\n
  • Bob feels great. He now wants to:\n\n1) invite others to join EveryStep\n2) create a user profile to request more sponsors\n3) sets goals\n4) share achievements through social networks\n5) tell his employer to sponsor him (lower healthcare costs)\n
  • So to summarize... this is you.\n
  • You pick a cause that you care about.\n
  • Your friends pledge to support you one step at a time.\n
  • Every time you go out to exercise, you earn itty bitty micro donations for your org.\n
  • Over time, this builds up!\n
  • And you add more friends...\n
  • And more friends...\n
  • Maybe you even get your company to match your runs. It’s a win-win because you get healthy, and they save on employee healthcare fees.\n
  • and this has the potential to massively scale\n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • What’s great is that this is extremely feasible, today. We have the technology/tools (pedometers, runtrackers, online payments, partner orgs) to make this easy to use, make YOU accountable to your friends, and lower barriers for all parties.\n
  • (aside) By the way, it would hook into all the existing social networks too.\n
  • So at some point this thought probably crossed your mind... isn’t this kinda like a charity run?\n
  • The answer is... EveryStep is more awesome than even a bucket of Santas.\n
  • EveryStep was inspired by Charity Runs, but realizes that they are not a perfect model. EveryStep addresses each of these problems.\n
  • EveryStep does not need the massive event planning infrastructure to happen, and yet it is scalable so it has the potential to raise a lot of money nevertheless.\n\nEveryStep also changes how organizations receive money: instead of a massive infusion of capital once or twice a year at big events, it gives them a steadier supply of income over time. This can help them be more “agile” about how money is used because they don’t have to make big budgeting decisions all at once.\n\nOf course, EveryStep also helps you get fit: long-term walking/running instead of just running once a year as part of a big event.\n\nAnd finally, we may put our money where our hearts are, but the opposite is also true. This is where the phenomenon of cognitive dissonance comes in. Once you get your friends donating one cent at the time, over time you’ll find that they also start to care about the cause their $ is going towards. So micro-donations leads to opportunities to learn, and that leads to...\n
  • CARING! the very definition of a model citizen\n
  • Here’s what we’ve built in the past 32 hours\n
  • Top of the Homepage:\n\nA button to join right away, if you are so excited you just can’t wait! Also a running ticker shows all the people who are taking steps/running miles, and the total raised. Finally all the currently active users, to get a sense of all the people already on the site.\n
  • Lower down on the Homepage is an explanation of how it works\n
  • And then a button for people who want to encourage a friend to start exercising. They would do this by pledging an amount up front.\n\nThis could really help motivate the hold-outs. It’s like saying: “Hey man, I bet you can’t even walk 3000 steps extra per day; I’ll even donate money to a charity if you do.” We can imagine people taking up the challenge just to prove their friend wrong.\n
  • Finally the organizations supported... local and national orgs, big and small, all are welcome\n
  • Here is a member page, where you can see the steps/earnings of that person and learn about the cause they support. If you are his friend, you can even pledge to support him w/ microdonations or just cheer for him.\n\nThe numbers update in real time! [run around the auditorium with iPhone to demonstrate]\n
  • Lower down it shows who’s already supporting him and who’s cheering for him. You can read his personal story about why he chose this organization. And you can read periodic updates from the org to see how the money is being spent.\n\nThis gives a sense of personal connection to the mission of the org, while letting people see the day-to-day effect of micro donations. Small bits of help add up to make big differences!\n
  • We thought hard about how to design the communication/conversation that happens between people via EveryStep. That part is critical because it makes the difference between whether people use the service or not.\n\nHere is what a ‘challenge’ email would look like.\n\nNote: This particular challenge is for running rather than walking! We believe our system should accomodate both walking and running—the only difference is in how the increments are set. Different people have different physical capabilities, and we want to welcome all levels onboard.\n
  • Finally, here is what a ‘sponsor me’ email message would look like. This one is for walking\n\nNotes: For walking, only steps above the national baseline average are counted towards exercise. So your friends aren’t paying you to walk to the fridge.\n\nAlso, if your friends support you, they can actually choose different amounts to pledge. They don’t have to go with the suggested 1¢ / 100 steps\n
  • The bottom half of the “sponsor me” email.\n
  • \n
  • Taking a step back, we believe, like the folks at Good, that doing good is not just pure altruism. Doing good means being clever and finding a happy balance between helping ourselves and helping others.\n\nEverStep strives towards this balance. We hope to do good for ourselves and our friends, while helping fund causes for the greater good.\n
  • Thank you.\n

EveryStep Pitch (2012 Good Hackathon) EveryStep Pitch (2012 Good Hackathon) Document Transcript

  • Team TYEEA presents EveryStep Aliona Katz Eric Schreiber Tina Ye Yang Yang Emily Wagenknecht March 4, 2012 • #goodhackathonLet’s face it. As a nation, we need more exercise. You know the statistics on obesity andsedentary lifestyles and blah blah blah. And yet... it’s so SO hard to get to the gym! We allcould use more motivation.
  • What would inspire you to get active?Or do we? Maybe what we actually need is INSPIRATION. So we asked ourselves, what wouldINSPIRE you to get active?
  • Helping under-served kids?Maybe it’s the idea of giving under-served kids amazing opportunities in life?
  • Fighting cancer?Maybe it’s equipping our scientists in their fight against cancer?
  • Strengthening community bonds?Or maybe you want to do something locally, like supporting your local community garden
  • So...What if every 100 steps you took meant 1¢ for something you believe in?
  • What if every 100 steps you took meant 1¢ for something you believe in? 3000 extra steps a day x 1¢ per 100 steps x 1 year = $109 to support a cause you believe inThat really adds up!
  • But where is the money coming from?
  • The people who care about you!The money is coming from people who care about you, and YOUR long-term health!
  • Let’s see how this would unfold.Let’s watch a scenario that unfolds one afternoon in NYC
  • Emily is concerned about her close friend Bob. Bob works a desk job and doesn’t get anyexercise. He wants to be more active but has trouble staying motivated. Emily tells Bob abouta cool app that might help.
  • Emily logs on to EveryStep. She makes a pledge to support Bob for 1 cent per 100 steps toencourage him to walk more. She then send Bob an invitation to join EveryStep.
  • Bob gets Emilys invitation. Bob reads Emilys message, and checks out the site. Bob selectshis cause. He is passionate about cancer research, and chose a cancer org as the cause hewants to walk to support.
  • Bob likes the idea of1. friend support2. walking for a cause3. raising money and awareness4. Getting to visualize his activitiesBob hooks up to the app and goes!(at first he isnt too excited about walking...)
  • But over time, he finds that he likes it a lot.Emily and Bob are both happy to see what they accomplish:1) They see the steps taken.2) They see the donations given.
  • Bob feels great. He now wants to:1) invite others to join EveryStep2) create a user profile to request more sponsors3) sets goals4) share achievements through social networks5) tell his employer to sponsor him (lower healthcare costs)
  • This is YouSo to summarize... this is you.
  • This is You ! u yo es pir ins Your Cause: Cancer ResearchYou pick a cause that you care about.
  • supp you can long orts you do it! -term r healt h This is You ! u yo This is Your es Friend pir ins Your Cause: Cancer ResearchYour friends pledge to support you one step at a time.
  • supp you can long orts you do it! -term r healt h This is You ge ! u ta yo This is Your ct es ive Friend pir s ins s n ke atio a n m o -d icro m Your Cause: 1¢/100 steps Cancer ResearchEvery time you go out to exercise, you earn itty bitty micro donations for your org.
  • supp you can long orts you do it! -term r healt h This is You ge ! u ta yo This is Your ct es ive Friend pir s ins s n ke atio a n m o -d icro m $109 Your Cause: at the end of the year Cancer ResearchOver time, this builds up!
  • supp long orts you -term r healt h This is You ge ! u ta yo ct es ive pir s ins s n ke atio a n m o -d icro m $218 Your Cause: at the end of the year Cancer ResearchAnd you add more friends...
  • supp long orts you -term r healt h This is You ge ! u ta yo ct es ive pir s ins s n ke atio a n m o -d icro m $327 Your Cause: at the end of the year Cancer ResearchAnd more friends...
  • supp long orts you -term r healt h This is You ge ! u ta yo ct es ive pir s ins s n ke atio a n m o -d icro m $654 Your Cause: at the end of the year Cancer ResearchMaybe you even get your company to match your runs. It’s a win-win because you gethealthy, and they save on employee healthcare fees.
  • $654and this has the potential to massively scale
  • $1308
  • $1962
  • $2616
  • $3270
  • $3924
  • $4578
  • $5232
  • $5886
  • What’s great is that this is extremely feasible, today. We have the technology/tools(pedometers, runtrackers, online payments, partner orgs) to make this easy to use, makeYOU accountable to your friends, and lower barriers for all parties.
  • (aside) By the way, it would hook into all the existing social networks too.
  • EveryStep ?=So at some point this thought probably crossed your mind... isn’t this kinda like a charityrun?
  • EveryStep is more awesome thanThe answer is... EveryStep is more awesome than even a bucket of Santas.
  • The Problem with the Charity Run Model... usually a once-a-year event expensive for organizations to host you have to bug your friends for a large sum up front 1 run does not get you in shape 1 day does not build awarenessEveryStep was inspired by Charity Runs, but realizes that they are not a perfect model.EveryStep addresses each of these problems.
  • EveryStep Minimal infrastructure, yet massively scalable Steady, sustainable fundraising Long-term lifestyle improvements We put our hearts where we put our moneyEveryStep does not need the massive event planning infrastructure to happen, and yet it isscalable so it has the potential to raise a lot of money nevertheless.EveryStep also changes how organizations receive money: instead of a massive infusion ofcapital once or twice a year at big events, it gives them a steadier supply of income over time.This can help them be more “agile” about how money is used because they don’t have tomake big budgeting decisions all at once.Of course, EveryStep also helps you get fit: long-term walking/running instead of justrunning once a year as part of a big event.And finally, we may put our money where our hearts are, but the opposite is also true. This iswhere the phenomenon of cognitive dissonance comes in. Once you get your friendsdonating one cent at the time, over time you’ll find that they also start to care about thecause their $ is going towards. So micro-donations leads to opportunities to learn, and thatleads to...
  • good citizen (noun) a person who cares not just about themselves and their own circle, but the world outside of itCARING! the very definition of a model citizen
  • Demo Time!Here’s what we’ve built in the past 32 hours
  • Top of the Homepage:A button to join right away, if you are so excited you just can’t wait! Also a running tickershows all the people who are taking steps/running miles, and the total raised. Finally all thecurrently active users, to get a sense of all the people already on the site.
  • Lower down on the Homepage is an explanation of how it works
  • And then a button for people who want to encourage a friend to start exercising. They woulddo this by pledging an amount up front.This could really help motivate the hold-outs. It’s like saying: “Hey man, I bet you can’t evenwalk 3000 steps extra per day; I’ll even donate money to a charity if you do.” We can imaginepeople taking up the challenge just to prove their friend wrong.
  • Finally the organizations supported... local and national orgs, big and small, all are welcome
  • Here is a member page, where you can see the steps/earnings of that person and learn aboutthe cause they support. If you are his friend, you can even pledge to support him w/microdonations or just cheer for him.The numbers update in real time! [run around the auditorium with iPhone to demonstrate]
  • Lower down it shows who’s already supporting him and who’s cheering for him. You can readhis personal story about why he chose this organization. And you can read periodic updatesfrom the org to see how the money is being spent.This gives a sense of personal connection to the mission of the org, while letting people seethe day-to-day effect of micro donations. Small bits of help add up to make big differences!
  • We thought hard about how to design the communication/conversation that happensbetween people via EveryStep. That part is critical because it makes the difference betweenwhether people use the service or not.Here is what a ‘challenge’ email would look like.Note: This particular challenge is for running rather than walking! We believe our systemshould accomodate both walking and running—the only difference is in how the incrementsare set. Different people have different physical capabilities, and we want to welcome alllevels onboard.
  • Finally, here is what a ‘sponsor me’ email message would look like. This one is for walkingNotes: For walking, only steps above the national baseline average are counted towardsexercise. So your friends aren’t paying you to walk to the fridge.Also, if your friends support you, they can actually choose different amounts to pledge. Theydon’t have to go with the suggested 1¢ / 100 steps
  • The bottom half of the “sponsor me” email.
  • End of demos.
  • good != altruism Personal Well-Being ES The Greater GoodTaking a step back, we believe, like the folks at Good, that doing good is not just purealtruism. Doing good means being clever and finding a happy balance between helpingourselves and helping others.EverStep strives towards this balance. We hope to do good for ourselves and our friends,while helping fund causes for the greater good.
  • Let’s make EveryStep count. Thank you.Thank you.