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Twibo Final Presentation - Lean Launchpad, UC Berkeley, Spring 2013
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Twibo Final Presentation - Lean Launchpad, UC Berkeley, Spring 2013

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Twibo--a Chinese social media marketing startup--final presentation on Steve Blank's Lean Launchpad class at UC Berkeley

Twibo--a Chinese social media marketing startup--final presentation on Steve Blank's Lean Launchpad class at UC Berkeley

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  • you should work on a market big enough to make you profitable, video advertising seemed like the kind of market with the decent sizeif you are charging companies, take money from the budgets they already have, like ads, not from budgets they need to createdon't give out equity too easily, pay developers instead. 
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  • Show picture of student universe
  • appendix
  • appendix

Transcript

  • 1. TWIBOFINAL PRESENTATIONLeansanity Team, UC Berkeley, LLP 2013Total Customer Interviews: 94
  • 2. Team membersHaohan (Alfred) YuanMaster of Financial Engineering, ’13HackerKuan (Kevin) YangMaster of Financial Engineering, ’13Customer DevelopmentZhibai (Blake) HanM.Eng. IEOR, ’13Chinese Social Media ExpertHarvey DuanEWMBA, ’14Business Development
  • 3. Initial Idea: Providing Cutting-edgeWeibo Online Marketing SolutionsThreesegments:Celebrities,PrivateSchools,BusinessesSelf-serviceTool:• Reposting• Analytics
  • 4. Diagram of MVPMVPAccount setupAccount verificationTweet repostingContent generationPainContent managementFollower interactionLanguage barrierCultural challengesGainGlobal audienceCentral platform FeaturesTranslation serviceContent managementRecommendationEngine
  • 5. Initial Product Features
  • 6. What we did Question But is there a large enough market?
  • 7. Market Size
  • 8. What we foundNumber of Twitter Users 140,000,000% of Twitter Users with over100,000 followers1%Number of Twitter Po 1,400,000% of converting users 2%Number of paying customers 28,000Average payment per customerper month$100Target Market $33,600,000
  • 9. What We Learned―Follow the money.‖Brett Wilson, CEO of TubeMogul
  • 10. Canvas Version 2: ServeBusinessesFocus:BusinessesFindTalentedMarketers;AddAuthenticFollowers;Partner:ChineseSocialMediaMarketingAgenciesMatchingAmericanBusinesseswith ChineseAgencies
  • 11. Key Activities• CustomeracquisitionDirectsales• BDtalksWhichplan?• MatchweibomarketersIf Premium• Set upaccount• MirroringIf Basic• CollectservicefeePayagencies
  • 12. What we didGreat!
  • 13. What we found ―We were a bit surprised at the monthlyfee —we really are not in a budgetaryposition to partner with you.‖—Lia L. KennettGeneral Manager, D: All Things Digital
  • 14. Canvas Version 3: Business ModelValidationEnterprise weibo management feevsEnterprise subscription fee platformEducatingcustomersegmentsEducatedvsNon-educated
  • 15. Customer Acquisition Cost Educated customer 1 hour lead gen 4 hours of education +business development 25% acceptance rate $50 per hour CAC = $1,000 Non-educated customer 1 hour lead gen 1 hours of education 10% acceptance rate $50 per hour CAC = $1,000020040060080010001200Educated Non-educatedCustomer Acquisition Cost
  • 16. LTV – Subscription FeePlatform LTV = expected life x avg revenue x grossmargin Tweet re-posting only for non-educatedcustomers Expected life = 6-9 months Avg revenue (tweet re-posting) = $100 permonth Gross margin = 90%CAC > LTV$1,000 > $810
  • 17. LTV – Weibo Management LTV = expected life x average revenue x gross margin Full-service social media agency Expected life = 2 years Average revenue per customer over expected life = $17,840 Months 1-2 = $2,000 per month (basic) Months 3-4 =$4,000 per month (advanced) x 50% retention =$2,000 Months 5-6 = $6,000 per month (pro) x 25% retention = $1,500 Months 6-12 = $6,000 per month x 10% retention = $540 Months 12-24 = $6,000 per month x 5% retention = $300 Gross margin = 50% LTV = $8,920LTV > CAC$8,920 > $1,000More Lucrative!
  • 18. Conclusion1. Not a venture backed business.2. Small and medium size businesses are notyet ready to adopt Chinese social mediamarketing strategies.3. Our sales cycle includes educating thecustomers about the importance of Chinesesocial media marketing.
  • 19. Is this a viable lifestylebusiness?YesTwibo, LLCOnethousand1,000.00Weibo Consulting StudentUniverse, Inc.
  • 20. Final Canvas
  • 21. Thank you!40002500
  • 22. Appendix
  • 23. Video http://youtu.be/31LvDYw6y3E
  • 24. Burn Rate 1 back end engineer = $110,000 1 front end engineer = $110,000 2 direct salespeople = 2 x $100,000= $200,000 1 SG&A = $60,000 Year 1 burn rate = $480,000Monthly burn = $40,000
  • 25. Breakeven AnalysisBreakeven = 960 paid months ofbasic service @ $2,000 per monthor80 active paid customers permonth
  • 26. Week 1
  • 27. Week 2
  • 28. Week 3
  • 29. Week 4
  • 30. Week 5
  • 31. Week 6
  • 32. Week 7
  • 33. Week 8
  • 34. Week 9
  • 35. Week 10