uni business plan

1

business
plan

dot dot dot

introducing

dot dot dot...
what’s next...

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dot dot dot...
what’s next...

...we are what’s next!

Who we are Mission
dot dot dot is a global powerhouse We exist to push humanity forward
through the application of strategic technology

of visionaries and innovators. Our
with an elevated human purpose. We use cre-
ativity to provide innovative applications and
enhance existing technologies with progressive
multidisciplinary group was conceived as thinking to ultimately revolutionize the digital
industry.
the perfect balance of creative mavericks
and business masterminds. Vision
Our aim is to design a smarter virtual
world, where technology and human nature ex-
ist in harmony . We strive to better the future by
pushing the boundaries of the status quo. We are
what’s next…

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Executive Summary...

uni is an online platform
that facilitates an enhanced
simultaneous multi-user,
experience.

The virtual arena is rapidly evolving uni is a web platform that address hu- Referred to by Wired Magazine as the
with constant technological innovation and mans’ need for “connectivity.” UNI was built as a “Great Tech War of 2012” Facebook, Google,
increased adoption. Our knowledge of the response to changes in human behavior brought Apple and Amazon, are fighting to dominate the
end users relationships with these technolo- on by the digital age. Our goal is to facilitate an next phase of the Internet. These companies are
gies is also extending. As the digital industry emotional exchange that strengthen value of the getting into each other’s territories: social media,
relationships in people’s lives through enhanced hardware, media and entertainment, consump-
prepares for what’s next, we conceive UNI as
virtual experiences. tion, and the borders that differentiated them
the next level of virtual platform based on our from each other are now disappearing. What
findings of two key convergent points: Based on extensive research and obser-
and how the internet provides information and
1) Change in Human Behavior: The amount vation uni was developed as the future of how
services is at a turning point. With this shift the
of people who use the Internet and their fre- people will utilize and interact online. As our
futures wide open, and we believe the previ-
quency of use of is an a consistent incline. behavior changes so does the surrounding infra-
ous successes of these 4 industry giants are the
2) Evolution of the Internet: As Internet tech- structure and our needs within it. Similar to how
pieces that tell the story of what is yet to come.
social networking sites disrupted the space oc-
nologies and user behavior continue to evolve, This element of ambiguity provides a window of
cupied by chat, email and SMS-uni will redefine opportunity that we can we tap into.
new challenges emerge for existing businesses
the virtual experience in our daily lives.
and new opportunities are created.

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The Problem...

As an effect of the digital age human
behavior is rapidly evolving. How we operate
on a daily basis has entered a new territory.
The tools, processes and routines we normally
utilize to address our basic needs are no longer
relevant. Technology is now the entry point
into all aspects of society. It is how we connect
to our family, friends and neighbors. Therefore,
based on Maslow’s model our biological and
physiological needs: self-actualization, esteem,
belonging and love, safety wouldn’t be met
without social connectivity and collaboration.
The question or problem rather is how
do we adjust? In a world where we’re required
to be “connected,” weather it’s related to our
work or personal lives, how do we use this new
platform to enhance our quality of life? How do
these new means of communication measure
up?

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The Problem...

Based on the following research we’ve
The applications currently available determined the applications currently available
do not effectively engage or enhance the lives of
do not effectively engage or enhance it’s users.
The Increase in Internet usage vs. a

the lives of it’s users in a manner that’s decrease in Facebook users suggests that the
current model for Social Networking Sites is not

sustainable as we move deeper into the sustainable. Using Maslow’s Model, if Facebook
effectively serviced our needs this division

digital age .
would not occur.
These needs are not met through
communicative connections alone. The source
of fully realized connection and emotion is
memory, which comes from experience and
feeling.

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An Opportunity for innovation...

By identifying the following three
statements we reveal the opportunity.
Changes in human behavior -
Shift in peoples daily routine dependent on the Internet to
to be connected in order to communicate effectively personally and
professionally.

Gaps in the current technology -
Facilitate an enhanced connection and means of collaborating
that satisfies our basics needs

Changes in the industry -
These changes set the stage for innovation and weaken the
position for those who currently dominate.

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SWOT Infographic...

Strengths
• Presents a simple idea: “doing life together”
Weaknesses
• No cash on hand - financing needed for startup
• Easy concept to understand and relate to • Current content model dependent on alliances and
• User friendly, leverages existing online behaviors partnerships
• On the cutting edge of e-commerce technology / • New interface design might encounter user resistance
trends in early adoption
• On the cutting edge of video streaming technology
trends
• On the leading edge of media consumption
• On the leading edge of the digital marketing industry

Opportunities
• Leverages existing online behaviors
Threats
• Indirect competition in the form of existing
• Original functionalities potential to expand in other arenas: technologies that perform similar functions
work & education independently, such as platforms for video-chatting or
• Could gain from current global political unrest and economic shared music listening
instability. Such environment could provide a disruptive • Misunderstanding or misconception of usage could
window of opportunity in the case of a major event or other lead to decreased interest (if value offering is not good
major global events such as wars (i.e. Occupy Wall Street) enough in form or execution)
• Advantage through constant technological evolutions, moving
to smart phones, smart TV’s, tablets, and everything digital.

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How does it work?

“ uni is a web application that
provides it’s users with value not
offered by other products.”
Features
• Facilitate remote, real-time, shared
experiences such as: going to the movies,
shopping with friends, exercising with a
trainer or learning how to cook.
• A new way of interacting with others
though “active” stimulation and enhanced
uni is a web application that provides it’s users engagement.
with value not offered by other products. uni’s • Provide added services that enrich
unique offering is achieved by combining experiences through e-commerce.
experiential video conferencing enhanced by • Generate and save post-event content to
e-commerce components. These experiences are build an “emotional archive” of memories.
later archived and used to build and improve • Allow for relationships built over time by
existing relationships. suggesting activities users can do every
week and with whom identifying the roles of
By giving people who are geographically people in the users’ life according to shared
or physically separated the ability to share activities.
an experience that simulates the same type • A personal space system that allows the user
of connection normally limited to physical to personalize their dashbord by saving their
closeness, uni allows users to make memories favorite content (YouTube videos, blog posts,
they will have for a lifetime. pictures).

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Industry Overview...

Based on our analysis of the industry we would
like to highlight the following:

uni leverages existing SNS to
• Social Networking and Internet services are
rapidly evolving with constantly changing
needs and solutions.

enhance it’s offering and increase
• Increased use of smart phones and tablets
create new revenue opportunities.
• Index search (google, yahoo) has dropped

the value it provides to it users. significantly has been replaced by
applications.
• Emerging video technologies
• HTML 5

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Competitors...

Some similar products, are:
not widely known,
• Path - sns used to connect with users to 50 of
their closest contact
• Facetime - live video calling for mac
products only (imac, ipad, iphone).
• Skype - downloadable desktop application
for person-to-person video, voice and analog
chat.
• Turntable.Fm - online platform where
users can listen to music together through
facebook
• Google hangout - google plug-in for group
video calling through google platforms.
• Seetoo - video sharing application tailored to
businesses.
• Adobe connect pro - web conferencing
solution tailored to corporate & academic
users.

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Competitive Landscape...

Where does unilandscape?
fit in current
The social networking market is flushed
with applications, plug-ins, platforms
and programs. Our analysis of previous
and existing products has identified our
space for opportunity in combining these
technologies in an enhanced offering.

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competitive
advantage...

Competitive Advantage...

A design guided in the mission/need for this product.
uni multiple functions for a complete 360º experience that guides and
facilities the user experience from planning to post-archiving.

A hybrid functionality and competitive differentiation.
Outside of uni, the features contained within its functionality only exist as
independent platforms, not widely known or do not exist.

A unique product platform that creates new revenue opportunities
Just as social network platforms, such as Facebook, have opened a wide
variety of new offerings in the forms of apps, and services since its launch in
2004; we see the potential for a platform like uni to open a new market for
entertainment and service industries, allowing for sustained innovation.

A web-based product built in response to real-life experiences.
Empathy is a large inspired the ideation for therefore this component will be
ingrained into uni’s form, function and usage. This will come to life through
the expression of its design, brand and marketing, and the features offered.

27

Audience...

uni leverages existing digital
behaviors, and the target market
will have an existing and diverse
group of contacts spread across
many geographic boundaries.
These are people comfortable with
the social networking platforms
and protocol.

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Audience Analysis...
Online mobile activities

Target Audience identified by demographic data
for existing digital behaviors in U.S. Population:

- Online and Mobile activities

Online video viewer penetration - Online Video viewer penetration
- Friend composition of Facebook users
- Most used Social Networks sites
- US Smartphone owners
- US Tablet users

*Retrieved from e-Marketer.com via Blast Radius.com Research
Department

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Relationshipsusers
of
facebook

Social networks used
that are most

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Smartphone users in the US Tablet users in the US
Demographic Proﬁle of US Tablet Users, Aug 2011
% of total
Gender
Male 54.7%
Female 45.3%
Age
13-17 6.5%
18-24 13.7%
25-34 29.3%
35-44 21.6%
45-54 14.6%
55-64 8.3%
65+ 6.0%
Income
<$25K 6.3%
$25K-$50K 13.6%
$50K-$75K 18.3%
$75K-$100K 15.9%
$100K+ 45.9%
Note: three-month average ending Aug 2011
Source: comScore MobiLens, "How Tablets, Smartphones and Connected
Devices Are Changing US Digital Media Consumption Habits," Oct 10, 2011
133526 www.eMarketer.com

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Overview...

The marketing strategy will be defined
under a ripple effect approach allowing
• Constant feedback as platform begins to be adopted by
users
• A consistent in-depth analysis of uni ’s analytics related
to user behavior and demographics will be key to our
success. The user experience is the most important
component to our product. uni will use this information
collected through user behavior to quantify the emotional
value it’s able to provide.
• Integration and further development of new technologies
as product begins adoption (new or improve technologies,
e-commerce).
• Further adjustments to new business model based on
partnerships and e-commerce

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UNI positioning...

uni is • uni is a product for all but will be marketed with a niche approach.
• uni is tailored to address emotional needs not currently serviced by the

about
products offered by competitors, making uni innovative, unique.
• uni leverages memory and emotion. People’s lives are more than a succession
of experiences built over memories based on the emotions created by those
experiences.

doing life • uni is about real-time, real-life, rather than the before and after an
experience.
• uni is active, playful, emotional, real you, real people in your life.

together. • uni expresses feelings.

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Goals & Objectives...

Application Phases

• Build brand awareness as the trendsetter in
the marketplace
• Gain recognition as a desirable product
• Solidify strategic partnerships and achieve
sustainable revenue

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Marketing Tactics...

Social Engineering
uni will
advertise
through tactical,
digital and
experiential
media.

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Public Relations for launch...

Generate Interest

• An exclusive, experiential event with curated
guest list (industry trend-setters, and other
influencers from general audience per key
market).
• Product launch will highlight new
technologies and capture early adopters
emotions and reactions.
• Specialized “trend-setting” media coverage
such as TheCoolHunter.net, Wired Magazine
and Fast Company

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Promotions to capture them once in...

Engage

Online events for members only:

• Free live unplugged concerts (i.e. Lady Gaga)
• On Black Friday and Cyber Monday host
special deals and flash deals with major
partners.
• Exclusive branded movie premiers and
targeted movie releases
• “Bring a friend” promotions for e-commerce
portal

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Grass roots to attract new users...

Entice
Branded teaser
campaign
introducing uni
in key spots (online
and offline) to
generate buzz,
intrigue, and drive
people to online.

42

Digital to promote virality and spread usage...

Spread Usage
Viral teaser app
to generate Buzz
and drive people
to uni. Teaser
video with “Send
to friends” option.

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Fosdick’s curve...

In the current technological landscape uni
appears to be at the beginning of a new wave:
the video wave. The industry projections show
an increased integration of video in our online
activities as we move towards 2015. uni is only
the beginning and major companies moving in
this same direction lead us to believe there is
high potential for innovation in this arena.

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design &
development plan...

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Scope & Overview...

The cost and development plan should

uni will integrate existing technologies consider the following:

with established networks, video, chat,
• Custom e-commerce aggregration
technology
• Custom video sharing
SNS, e-commerce, new media, in one • X-factors of new technological
developments
singular platform.

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Development...

Phases Cost
Finalize Concept Proposal
Partnerships In Place (Amazon, Facebook)

=
Tech Director Advisory
Architecture Development For Website
Site Production $900k
$150k
User Experience
Tech Director Advisory 2 Mobile extensions
Design
Production
Mobile App Architecture(Ux/Design)
Total $1,050k
Beta
Mobile App Production
Product Launch

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Sustained Innovation...

Phase 1
We see the potential for a platform Living & Entertainment
Additional functions will be gradually

like uni to open a new market for
incorporated throughout UNI’s lifecycle

entertainment and service industries,
allowing for sustained innovation.
Phase 2
Work & Education
Potential areas of expansion.

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Management...

...dot dot dot will hire a
digital agency to ensure the
calendar of activities and
promotions on uni.
The main functions that will ensure the
success of uni’s operation are:

Expenses for dot dot dot will ensure to put in place a
strategic team to manage uni Once we
• Secure equitable partnerships to ensure sales
goals are met.
first year of operations • Establish internal procedures for efficient
move from the start-up stage, our team planning, management and execution of
Salaries
$650k will be comprised of the following: campaigns and campaign deliverables.
• Seek out and establish new business
Web Hosting $50k • Strategy
relationships.
• Create marketing strategies for the UNI
• Clients Service
Equipment
$50k • Research & Development
brand and the future development of the
product.
Office Rental/ General
Expenses $60k •
•
Marketing
Technology & Innovation
• Effectively manage product development and
functionality.
• Operations

$810k
TOTAL • Excellent customer service.
• IT

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Financial Requirements...

DEVELOPMENT
$1,050k
1ST YEAR
OPERATIONS $ 810k
TOTAL $1,860k

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Financial Plan...

uni will tap into industry
trends to offer a platform for
new opportunities. Its unique
offering of personal space ,
entertainment and services
create an attractive market
solution for giants in the league
of Amazon and Google.

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Industry Trends will tap into...

Serving-up Socializing Facilitating
more media everything consumption
“In the post-Apple world, all devices encourage “They look at these media services as enhance- “But it’s not just digital media; they will also
and facilitate consumption, in just about every ments to lonely hours as well as socializing make the consumption of everything easier (i.e.
form. So, the expectation by industry analysts everything, so people can enjoy it with friends or the Kindle, model isn’t just about better reading
and experts is that giants like Apple, Amazon, meet new ones.” but about selling Amazon’s products). Wherever
Google and Facebook will deepen their efforts and whenever you are online, they want to be
to serve up media--books, music, movies, TV *(Retrieved from: Fast Company, “The Great Tech War 2012”, there to assist you in your transaction.”
October, 2011 - http://www.fastcompany.com/magazine/160/tech-
shows, games, and anything else that might wars-2012-amazon-apple-google-facebook)
brighten people’s lives.” *(Retrieved from: Fast Company, “The Great Tech War 2012”,
wars-2012-amazon-apple-google-facebook)
*(Retrieved from: Fast Company, “The Great Tech War 2012”,

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Industry Trends will tap into...

The wealth
of data
“Data not only fuels new and better advertising

Video 2015 T.v the next
systems, but better insights into what people
would like to buy next, new needs and inven-
tions.”

everything big thing *(Retrieved from: Fast Company, “The Great Tech War 2012”,
“As first described in Gilder’s 1990 book Life “Television is seen as the most important mass

Content, not
After Television, there’s a broad paradigm of medium that hadn’t yet been breached by the
video moving out of the broadcast mode and digital world. Some industry giants like Google
into the narrowcast, multicast, and consumer- are already flirting with the idea of bringing web
driven models of the Net. In this third phase of and TV together. Four billion people watch TV.
Net evolution, network architectures and com-
mercial business plans reflect the dominance of
In the U.S. alone, the medium generates $70 bil-
lion a year in advertising revenue.”
campaigns:
rich video and media traffic..”
*(Retrieved from: Fast Company, “The Great Tech War 2012”, “Consumers looking for more information,
(Retrieved from: http://www.reelseo.com/rise-online-video-break- October, 2011 - http://www.fastcompany.com/magazine/160/tech- experience and activity. Traditional campaign
internet/#ixzz1fWzqfX91) wars-2012-amazon-apple-google-facebook) model in digital marketing will be replaced by a
whenever, wherever approach.”
(Retrieved from: http://blog.nrf.com/2010/03/04/3-digital-trends-
for-2010/)

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Strategic Alliances...

All these trends validate potential interest in our
offering. It proves the potential to attract the
following strategic alliances:

Media:
• Sony Entertainment (Music, Movies) -
Global Partner
• Hulu - US Partner
• Netflix - US Partner
• All facebook partnerships:
• Nike -Nike Training Club program
• News

e-Commerce:
• Amazon.com

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Partnership strategy for e-commerce...

Our unique
offering has the
power to capture
Uni offerings: Partner offerings:
• Customized web products tailored to each • Brand leader in their category
an audience. with partners needs.
• Multi-Media ad platform
• Existing digital systems/strategies that align
to UNI’s real-time experience offering

uni serving as • One of a kind branded user experience
• Opportunity to engage target demographic
• Data
• For media: ensures delivery of tailored
content based on strategic plan with UNI
(licensing arrangements, etc.)
a platform to • Channel of entry
• Opportunity for additional services, lines or
• For e-commerce: oversees e-commerce
operations, order fulfillment and customer

leverage the virtual expansion for partners
• Oversees experiences and promotions that
service

drive usage
marketplace.

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Partnership strategy for e-commerce...

The 4 P’sworld:
of the
virtual
Personalization: Feeling attached emotionally to
the product

Performance: Fitting the product to the user
needs and demand

Position: 24 hours 7 days a week availability

Participation: Partnering with the user in order
to spread out the product/massage by making
him/her part of the experience.

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Profitability...
“This year, 60% of marketers report
that they plan to spend more money
on content marketing during the year-
compared with 51% saying so in 2011.”

uni will serve as an experience driven
Future include:
• Traditional banner advertising (IAB stan-
dard units, dropdowns/expandables, site
platform focused on two main streams of
revenue
roadblocks, site skins)
• Customized and original sponsored content
Clients
• Online advertising
• E-commerce
• Sponsored events may
e-Commerce: Progressive brands that coincide with UNI’s
Digital Advertising and Custom Branded • With affiliate partnerships uni will retain
Content Target Audience and Market Positioning in the
the standard 10% of sales generated though
following categories
In addition to traditional banner advertising, uni .
uni will also offer exclusive sponsored content. • Entertainment Companies
• Sponsored offers and promotions promoted
This offering is highly customized depending on • Clothing brands and retailers (Zara, Gap,
through e-commerce portal.
the specific needs of the advertiser and will be • uni will also obtain revenues from Virtual Levis)
built in conjunction with strategic partnerships. Goods • Services & Other (Food, Beverages, Package
goods, Candy) (Skittles, Coke, etc.)
uni s offerings include:

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strategic technology
criteria analysis...

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ST criteria analysis...

“...The increased humanity in our relationship
with technology is and will be a key aspect in the
form and function of uni.”
Social relationships- also provides high value with an offering based uni’s ultimate goal is to create a product that will
As designers, we conceive uni by first on content /experience /online retail that is enhance individuals and with that society as a
understanding peoples needs, how they are increasingly in demand. whole.
different as the role of the web becomes a larger From a profitability standpoint, we
part of their daily lives. uni was born from a Commercial viability – ensured to accommodate uni into a business
primarily human aspect. Industry research indicates uni is viable model that also responds to market trends and
and has a immense potential for high profit needs, creating a highly desirable offering to
Barriers of entry - margins. This is based on profit projections for attract users and clients.
People are often slow to accepting change content, digital marketing and e-commerce
especially when it comes to activities they consumption. Ethical / Moral factors -
engage in on a daily basis. As designers we’re uni promotes richer human values such
faced with the challenge of creating a product Sustainable innovation – as friendship, love and family relationships. We
that people enjoy using and enhance their lives uni considers the environment, starting attempt to minimize any ethical implications
on a daily basis. by us, the users. The human aspect is the root that may come from the misuse of our product,
of this product. uni’s offerings are tailored starting with its design and functionality.
Economic metrics / measurements – to satisfy needs not currently fulfilled by it’s
Industry trends and needs are all competitors. The increased need for humanity Relationship to users –
indicators that allowed us to craft a business in our relationship with technology is and will uni is a highly emotional product and
model that not only suits human needs, but be a key aspect in the form and function of uni. brand. The intention is to bring it to life in the

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same way, and the expectation is a high level We understand the importance of
of empathy with its users. uni is like you & “...Timing is a key strategic awareness of use and immediate perception
like them. uni has feelings, emotions, needs move in the creation, of value for a product’s success, that’s why we
created uni in a way that will leverages existing
intimacy, needs care, admiration, esteem. uni is
like your best friend.
development and launch of digital behaviors, existing networks that users
uni. The timing is now.” may have, and existing technologies, offering
Timing - an immediate added value in the recognition
Timing is a key strategic move in the of what’s new within the existing: simultaneous
creation, development and launch of uni.
Purposeful Application – vide, multiple users, experiences that mimic
The purpose of UI is inherent in its real-life, etc.
Our product was conceived within a specific
relationship to user, therefore the adoption
landscape, and tailored to it. The timing is now.
strategy we are proposing (ripple effect where Inherent value to others –
This product is extremely relevant right now and
we gain adoption in stages) is our way to For the same reasons stated in
has the potential of loosing relevancy if someone
ensure we will be able to understand how users “informed comprehension”, uni is: immediately
appears in the market with a similar offering.
are integrating the product in their lives and consumable with no instructions, offers
Timing will be everything, and if the strategic
make adjustments as needed with their input immediate value, does what it says, and users
criteria of timing is recognized, this product can
to achieve our ultimate purpose of intimacy, can immediately benefit from its offering.
be extremely powerful with limitless potential.
engagement and emotion.

Differentiation – Displacement factor –
Sustained Funding – Its unique combination of technologies
uni engages users in an way that goes uni’s partnership model accounts for
uni’s unique combination of
beyond what current Social Networking Sites solid financial performance, informed in market
(SNS) and other web services are presently trends, projections and needs. Also, looking
capable of providing. uni redefines how people at the bigger picture, as John Kao states in his technologies and its 360 offering
use the Internet and their virtual interactions book “Innovation Nation”, technology remains that facilitates user experience
with the outside world in a personal level. In
its function, uni combines exiting technologies
the key engine of U.S. economic growth and its and engagement from planning
competitive edge.
shaping a combination that takes that collective to post-archiving are key
to an enhanced level. Informed comprehension – elements that will prompt
disruption.

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“We intend to enable values/outcomes inherent to Innovation ability –
In this context of “the video wave”, we
the idea behind UNI, such as strengthening real believe simultaneous video streaming and
activity sharing is only the beginning. We see the
life relationships, deeper human connection, potential for a platform like uni to open a new
market for entertainment and service industries,
facilitator of engagement and memory.” allowing for sustained innovation.

Design acceptance –
and its 360 offering that guides and facilitates the and strengthening real life relationships, deeper uni’s adoption model is design to
user experience from planning to post-archiving human connection, facilitator of engagement account for observation, feedback and retro-
are key elements that will prompt disruption and memory. We don’t discard unintended uses, feeding our design to adapt to user’s experience
if needed. We believe our offering is informed
in the marketplace and in users lives, offering so in its design and form and function uni will
a product with enhanced features that may in the perceived flaws of existing offerings,
remain flexible to user input and may be able
substitute current offerings or be added to users therefore our expectation is to obtain immediate
to incorporate positive input or remedy for any
design acceptance and engagement.
digital habits. flaw as we move through the different adoption
phases.
Engagement and Experience –
Brand Sustainability – There are the core values of our product
We have created an inspired marketing plan Lifecycle longevity –
offering. Engagement and experience are the
for uni, born from the same sensibility that In the current technological landscape
heart and soul of uni, its brand and functions
the product was conceived. We believe in uni’s uni appears to be at the beginning of a new
it facilitates. Our expectation is to create
humanity, and will reinforce brands actions that wave: the video wave. The industry projections
show an increased integration of video in our immediate empathy and for uni to become a
stand to the values of intimacy, emotion and platform and facilitator of real relationships,
depth in human relations. online activities as we move towards 2015. uni
emotion and feelings; and with that our users to
is only the beginning and major companies
moving in this same direction lead us to believe offer the same feelings in reciprocity to uni.
Enablement – uni loves you! uni makes you happy….
there is high potential in this arena.
There are intended values/outcome
inherent to the idea behind uni such as building

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dot dot dot Advisors...

Michael Park Jeff Canzona
VP of Technology Partner
Blast Radius, NYC Goodday Monsters Digital Agency
www.blastradius.com gooddaymonsters.com
Chicago – Bangkok
Ricardo Burgos
Innovation Agent at BigStar Group San Juan, PR Rainer Pumpido
VP Content & Creative CEO / Partner
Wireless Idea Corp Latin America Contactica Interactive
www.wirelessidea.com http://contactica-i.com
San Juan – Miami - Latinamerica
Lloyd Solly
CEO Ricardo Hernandez
Phluent Inc. www.phluent.com Information & Visual Interface Designer
Creative Director
Solly Communications Micah Goldston
VP Content & Creative
Manager, Finance at Subports

Chad Hutson
Kevin Dalias
Executive Producer
Associate Account Manager at Commission
leviathan - Chicago, IL
http://lvthn.com Junction

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bibliography
& appendix...

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Bilbliography...
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69

Appendix...

Index:
Appendix 1 : Primary Target Interview 1
Appendix 2: Primary Target Interview 2
Appendix 3: Secondary Target Interview
Appendix 4: Surveys
Appendix 5: Estimates
Appendix 6: Charts

70

Appendix 1...

Interviews - Primary Target
Name: Laura Lachman
Age: 25
Occupation: foreign student

Laura moved to NYC a year ago (2010) and is a foreign student. She contacts
her family on the average of every two days via telephone or Skype. She is
also working with groups of fellow students who either meet on campus, or
try to connect with one another via conference calls. This latter mode of com-
munication has serious drawbacks. As she points out, “A Skype conference call
does not promote authentic dialogue; it is very frustrating because I do not
feel that we are really having a conversation”. The members of her group use
the following media of communication: Google docs, Facebook, Gmail, Skype
and Mobile phone. Laura also says that her conversations with her parents
lack spontaneity. She can’t really convey her thoughts and feelings, “It seems
as though I am giving a report rather than truly sharing my life here”.

71

Appendix 2...

Interviews - Primary Target
Name: Ayoub Qanir
Age: 32
Occupation: Creative director & entrepreneur

Ayoub’s occupation demands that he travel most of the time. He contacts his
colleagues from work via company email and through video calls. He stays
in touch with his family through Skype. Ayoub’s friends constantly seek his
advice about new projects. However, he often finds the process of communi-
cation singularly agonizing, “It like a Walkie Talkie conversation”, he says. His
friends will send him either a picture or a URL address. He then offers his judg-
ment about the possible ideas or collaborations. Then they reply to his state-
ment until they reach agreement. “It kind of like a tennis match”, he adds. “I
am always feeling a sense of isolation or detachment. I get moved or excited
by an experience and don’t have the means to share it with family or friends”.

72

Appendix 3...

Interviews - Secondary Target
Name: Rachel Israeli
Age: 48
Occupation: Digital photo archive

Rachel has relatives all over the world. She says: “We had a very short con-
versation throughout G-talk, but it never gave the entire picture and lacked
any excitement”. Rachel mentions that today she is familiar with Skype which
she from time to time, but that this medium does not meet her emotional
need. “I was introduced by my cousin to Skype while he was in China”. Today
Rachel uses Skype regularly and informs us that it is always open on her desk
top. Rachel explains: “Once I was a passive user; however today it is the tool I
use more often than a phone to connect with friends and family around the
world.”

73

Appendix 4...

Survey
Age________
TOP 5 Websites you visit on a weekly basis and what for?
Gender________ 1)
2)
City_________________ 3)
4)
City or Country where you are from_____________________ 5)

TOP 5 things Facebook does for you Main things you use Internet for? (Mark X 3)
1) __Music
2) __Movies/TV/Videos
3) __Fashion
4) __Gossip
5) __News
__Education/Research
TOP 5 things Facebook doesn’t do for you __Photography
1) __Work/Professional
2) __General searches
3) __Other___________________
4)
5) Main digital tools you use when online: (Mark X 3)
__Social Networks
TOP 5 entertainment activities you did this month and with who __Chat/Instant Messaging
1) __Email
2) __Blog
3) __Video Call
4) __Forums/Reviews
5) __Shopping
__Other___________________
TOP 5 purchases you did this month $20+ (Includes eating out)
1)
2)
3)
4)
5)

74

Appendix 4...
Survey Answers
WHAT EXISTING SOCIAL MEDIA DOES FOR YOU? WHAT EXISTING SOCIAL MEDIA DOES NOT DO FOR YOU?

• Keep in touch with people • It only functions in the form of words/texts/photos. I couldn’t do things physi-
• Long distance relations cally, like cooking food.
• Understand more about society, how people think deep down • Offer trustworthy or reliable information (i.e. news)
• Open my mind to new people • Direct communication
• See other’s people picture to know how they’re doing • Human touch
• Brings back my old friends • Face to face communication
• Catch up with all the news about my hometown conditions, from serious • Context - People don’t know the tone and can misinterpret
issues, like politics, natural disaster and relaxed topics, like celebrity gossips, • Deeper human level
popular soap dramas and trendy fashions • Provide food
• Update for the new situations of my friends or events • Provide shelter
• Share websites, videos, or music I like to friends. • Provide medicine
• Promote business • See/ hear
• Chat with friends and family • A clear chat
• Communicate with colleagues • Calendar schedule and reminders
• Share thoughts immediately • Keep my concentration at work
• Send a one/ two-way(s) message to my girlfriend. • Organization - Loose information in the posts
• General news updates • Keeps my privacy
• Birthday alerts • I don’t pay bill through FB
• e-socialization • I don’t shop through FB
• Look to my friend status, update and other entertainment stuff • I don’t order delivery thru FB
• Invitations to activities • I don’t get directions (GPS) from FB
• Organize activities and monitored them through FB • Don’t get books, magazines or newspapers access through FB
• Stores photos for me • Too constant changing
• Learn about trends • Layouts of pages, windows, etc. lack wow effect
• Kill time • Not personal - Allows public to know about my life
• Entertainment • Make me productive
• Conversation topics in real-life • Motivate me to call/see friends
• Enhance personal relationships
• More a marketing tool than friendship
• Bombarded with irrelevant information

75

Appendix 5...

UNI
Social Portal
First Look/ROM
Version ‘x’

Rough Order of Magnitude

Leviathan is pleased to give a preliminary assessment of the new UNI social media platform con-
cept. While accurate costs, specs or production timeline cannot be produced at this early stage of
development, we’d like to express our interest by sharing some preliminary thoughts.

First Look Notes

At first glance, UNI appears to be a fantastic and ambitious business venture; a new social experi-
ence in the vein of Facebook or Google+. When analyizing the UNI creative brief, we broke the site
down into 3 comparable components:

• Facebook-like wall
• E-commerce site
• Live video messenger/chat

For the front-end, we’ll develop using HTML (possibly HTML5), cross-platform CSS, and the jQuery
library. HTML and CSS will determine the look and layout of the site, while javascript and jQuery
script the user interactions. Flash may be best solution for audio/video messenger communication.

Tying all these together will be a rather significant PHP-based CMS and SQL database for user data
and pull additional info with a custom API.

Server-side considerations include integration or development of a payment gateway. As Flash may
be required for audio/video communication, a server-side conversion/compression tool would also
be needed.

Though this appears to be a social platform to compete with the likes of Facebook, it’s possible to
also include Facebook Connect or Twitter’s API for additional sharing options.

Though there are some functions of this site that could translate to mobile, we’ve not focused on this
aspect at this time and chose to instead concentrate on a PC-based experience.

chadh @ 42 x .

80

Appendix 9...
Document attached below.

81

Thank you-
...dot dot dot.

uni business plan

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