Miều tả quá trình phát triển khách hàng tiền xây dựng công ty của một nhóm sinh viên Standford.

1. MI CASA – FINAL PRESENTATION
Rick Barber (MSCS)
Dan Laufer (GSB)
Byron Singh (MS&E)
Kyle Tan (MS&E)
We spoke to 105 people
Surveyed 98 people

2. 2
Week 1: We want to revolutionize the home
rental market
Initial idea: Become a fully
integrated home and apartment
rental platform for landlords,
prospective tenants, and tenants
Initial target market size
projection: $3B

3. 3
Our team’s background
Rick Barber (MSCS)
• Univ. of Illinois Computer Science grad
• Specializing in machine learning/data
mining in large networked datasets
• Long-time interest in technology startups
Dan Laufer (GSB)
• Univ. of Virginia Systems Engineering grad
• Former Bain consultant (3 years)
• Former software product manager and
Director of sales strategy and analytics
Byron Singh (MS&E)
• Cornell Electrical Engineering grad
• Facebook and Android application
developer
• Digital circuit design engineer (2 years)
Kyle Tan (MS&E)
• Imperial College London EEE grad
• Network analysis and engineering
program knowledge
• Former IBM Strategy and Transformation
group intern

4. • Property Managers
• Landlords
• Tenants
• Service Providers
• Realtors
• Streamlining process
• JIT access to service p.
• Better listing
• Improve rent collection
• Streamline process
• Improve searching
• Access to customers
• Makes property
management easier for
their customers
• Web
• Realtors
• Industry
• Web
• Landlord
• Web
• Direct
• Web
• Direct
• Mostly Web /
Automated service
• Direct for large players
(ie. national realtors)
• Application Fees
• Processing rental payments
• Lead generation
• Computing infrastructure
• Labor (Engineering & limited sales)
• Marketing
• Web platform
• Talent
• National realtors
• Industry organizations
• Payment processors
• Connecting customer
segments
• Making process
efficient
• Adding transparency to
the system
Original version
Landlords
Realtors
Tenants
Service
providers
Key

5. 5
We then spoke with Realtors, tenants and
landlords
Segment Insight learned
Landlords • Bigger players (property managers, apartment
complex owners) had lots of services available to
them
• Smaller landlords were generally unsatisfied with
current services
Realtors • Wouldn’t go out of their way to recommend our
solution
Tenants • Biggest pain was in the search itself
• Eliminated realtors as a customer segment
• Focused on serving landlords as primary customers

6. • Landlords
• Tenants
• Service Providers
• Streamlining process
• JIT access to service p.
• Better listing
• Improve rent collection
• Streamline process
• Improve searching
• Access to customers
• Web
• Realtors
• Industry
• Web
• Landlord
• Web
• Direct
• Mostly Web /
Automated service
• Direct for large players
• Application Fees
• Processing rental payments
• Lead generation
• Computing infrastructure
• Labor (Engineering & limited sales)
• Marketing & sales
• Web platform
• Talent
• Industry organizations
• Payment processors
• Connecting customer
segments
• Making process
efficient
• Adding transparency to
the system
Updated version
Landlords
Realtors
Tenants
Service
providers
Key

7. 7
We created an MVP, primarily focused on serving
landlords

8. 8
We then tested distribution for landlords to this
site
LinkedIn
Meetup
• Not to going to drive much traffic
short term
• Can be helpful for developing a
community longer term
• May be an indicator of
interest/demand
Channel Overall results
Craigslist • Not a scalable or sustainable long
term solution
AdWords • Very expensive and few searches
being done
X
X
X
Eliminated landlords as a customer segment

9. • Tenants
• Better search of all
listings
• Connected to other
services (i.e., insurance,
rent payment
• Access to robust ratings
• SEO
• Facebook/Twitter
• Flyers?
• All Web based
• Lead generation
• Processing rental payments
• Eventually listing fees
• Computing infrastructure
• Labor (Engineering & limited sales)
• Marketing & sales
• Web platform
• Talent
• Payment processors
and other verticals for
lead generation
• Eventually REITs
• Building listings/search
• Creating some virality
amongst ratings
Updated version
Landlords
Realtors
Tenants
Service
providers
Key

10. 10
We created a new MVP, now focused on tenants

11. 11
We ran multiple ads to test driving traffic

12. 12
We concluded that we could successfully acquire
customers
Advertising ($79.23)
New site visits
(147)
Regist-
rations (28)
$2.83/
registration
• Facebook ads
• Ad words
• Craigslist emails
• Craigslist ads

13. 13
Finally, feedback from landlord interviews were
very positive
Person WTP per
successful referral
Quote
REIT executive $100-$150 “We know we’re not very good at
online marketing. This could be a good
fit”
Apartment
complex owner
$50-$300 “I already pay for referrals. So why
wouldn’t I do this too?”
Property
manager
$100-$200 “I use craigslist, but would be open to
something like this.”
Landlord $100-$200 “Lowering my turnaround time
between tenants is huge.”
Competitor
perspective
$12-18/lead
(didn’t have to
close)
“REITs were desperate for social.
They’ll be enticed by anything that
smacks of being a social network.”

14. • Tenants
• Social connection
during search
• Better search of all
listings
• Largest breadth of
listings
• Connected to other
services (i.e., insurance,
rent payment
• Access to robust ratings
• SEO
• Facebook/Twitter
• Flyers?
• All Web based
• Lead generation
• Processing rental payments
• Eventually listing fees
• Computing infrastructure
• Labor (Engineering & limited sales)
• Marketing & sales
• Web platform
• Talent
• Payment processors
and other verticals for
lead generation
• Building listings/search
• Creating some virality
amongst ratings
Updated version
• REITs
• Landlords
• Simplified lead
generation
Landlords
Realtors
Tenants
Service
providers
Key

15. 15
Lessons learned along the way
1. It’s a crowded eco-system across the value chain
2. The search process is frustrating to everyone –
users and landlords
3. We came to learn that consumers were looking for
a search process that was exhaustive and trusted,
which no one is doing adequately today

16. 16
Listings
Provider
Tenants
Landlords
Property
Managers
Service
Providers
Potential
Landlords
Realtors
Web Info
Show, Advise, Valuate
Sell, Advise
Maintenance
Furnishing
Listings,
Checks
Rent Payment
Moving
Craigslist
Padmapper.com
Rent.com
Apartment.com
Forrent.com
Credit Checks
Safetenantcheck.c
Erenter.com
Payment Facilitator
Rentpayment.com
Clearnow.com
Online Cheque
Listings,
Checks
Rent Payment
Maintenance Finding
Zoospi.com
Redbeacon.com
Taskrabbit.com
Schedule Tools
Yelp.com
Angie’s List
Setster.com
Find information
Servicemagic.com
Zoospi.com
Rentpost.com
Rentjuice.com
Buildium.com
Rentingsmart.co
Propertyware.com
Rentjuice.com
Propertyware.co
Rentingsmart.co
Buildium.com
propertymanagemnt360
Maintenance
Ratings
Trulia.com
PM Tools

17. 17
Users hate the search process and are not fond of
any of the major incumbents
0
5
10
15
20
25
30
35
40
1 -
painful
2 3 4 5 -
easy
How do you rate your
search experiences?
% 21% 35% 34% 8% 2%
1
1.5
2
2.5
3
3.5
4
4.5
5
Total search satisfaction
by preferred vendor
Only 10% of respondents were pleased
with their rental search experience
And no single provider scored
particularly well

18. 18
Customer archetype: Sara
How she searches
 Wants to be efficient (will use a broker if doing a
search on her own is too painful)
 Asks friends for recommendations
What Matters to Sara
 Wants to live in a fun place that is safe
 Doesn’t want to overpay
 Doesn’t have much time to hunt for a place
 Live with someone she trusts (moving to DC)
Influences
 Where friends go out/live
 Work location

19. 19
Within search there are three key value
propositions for users
Quantity of
listings
Ratings/
reviews
Social/
trust
VALUEPROP
Making search
easier by
aggregating and
filtering
Provide more
information about a
locality beyond what is
listed
Get advice from
friends, find
roommates/sublets
within your network
COMPETITORS
Padmapper.com
Apartment.com
Rentjungle.com
Forrent.com
Rent.com
Trulia.com
Mapitat.com
Cravify.com
Livelovely.com
inhabi.com
Cazoodle.com
Streetadvisor.com
Donotrent.com
Apartmentratings.com
Rentwiki.com
Areavibes.com
Smalltown.com
Outside.in

20. 20
We believe we can be #1 on each of these
dimensions
Quantity of
listings
Ratings/
reviews
Social/
trust
VALUEPROP
Making search
easier by
aggregating and
filtering
Provide more
information about a
locality beyond what is
listed
Get advice from
friends, find
roommates/sublets
within your network
COMPETITORS
Padmapper.com
Apartment.com
Rentjungle.com
Forrent.com
Rent.com
Trulia.com
Mapitat.com
Cravify.com
Livelovely.com
inhabi.com
Cazoodle.com
Streetadvisor.com
Donotrent.com
Apartmentratings.com
Rentwiki.com
Areavibes.com
Smalltown.com
Outside.in
We can already
aggregate more
listings than any
current players
Currently no one
offers the
trusted
connection that
we plan to
Not our focus,
but currently all
of these services
provide low-
quality
information;
may be room for
future
differentiation
here

21. 21
We have 1000s of listings not yet mapped and are already
comparable in quantity to the current #1 player
Padmapper
Mi Casa

22. 22
Testing our message of offering a trusted
community seemed to resonate
• 6 facebook connects
and 3 “sign up”
registrations
• 25% conversion
• 1.31 pages/visit
• Avg. time: 01:37
Statistics:

23. 23
We’ll continue to iterate with messages and
designs to track user interaction

24. 24
If our simplified unit economics prove correct (which
still needs testing), then it’s a very viable business
• Customer acquisition: $1.41 per user, assumptions:
• Historical cost (28 acquisitions for $79.23)
• Every user invites 1 other person to the site (for recs, etc.)
• User referral lead generation: $75, assumptions:
• 10% of users post referral
• Of those, 20% convert into signed leases
• Site generated lead generation: $150, assumptions:
• 5% of users (incremental to above) convert into signed
lease
Revenue
Cost
$1.50
Avg. customer
value
$7.50
-$1.41
$7.59

25. 25
Do we plan to continue working on this?
Yes!

26. 26
Business model canvas weekly iteration

27. • Propery Managers
• Landlords
• Tenants
• Service Providers
• Realtors
• Streamlining process
• JIT access to service p.
• Better listing
• Improve rent collection
• Streamline process
• Improve searching
• Access to customers
• Makes property
management easier for
their customers
• Web
• Realtors
• Industry
• Web
• Landlord
• Web
• Direct
• Web
• Direct
• Mostly Web /
Automated service
• Direct for large players
(ie. national realtors)
• Application Fees
• Processing rental payments
• Lead generation
• Computing infrastructure
• Labor (Engineering & limited sales)
• Marketing
• Web platform
• Talent
• National realtors
• Industry organizations
• Payment processors
• Connecting customer
segments
• Making process
efficient
• Adding transparency to
the system
Version 1
Landlords
Realtors
Tenants
Service
providers
Key

28. • Propery Managers
• Landlords
• Tenants
• Service Providers
• Realtors
• Streamlining process
• JIT access to service p.
• Better listing
• Improve rent collection
• Streamline process
• Improve searching
• Access to customers
• Makes property
management easier for
their customers
• Web
• Realtors
• Industry
• Web
• Landlord
• Web
• Direct
• Web
• Direct
• Mostly Web /
Automated service
• Direct for large players
(ie. national realtors)
• Application Fees
• Processing rental payments
• Lead generation
• Computing infrastructure
• Labor (Engineering & limited sales)
• Marketing
• Web platform
• Talent
• National realtors
• Industry organizations
• Payment processors
• Connecting customer
segments
• Making process
efficient
• Adding transparency to
the system
Version 2
Landlords
Realtors
Tenants
Service
providers
Key

29. • Landlords
• Tenants
• Service Providers
• Streamlining process
• JIT access to service p.
• Better listing
• Improve rent collection
• Streamline process
• Improve searching
• Access to customers
• Web
• Realtors
• Industry
• Web
• Landlord
• Web
• Direct
• Mostly Web /
Automated service
• Direct for large players
• Application Fees
• Processing rental payments
• Lead generation
• Computing infrastructure
• Labor (Engineering & limited sales)
• Marketing & sales
• Web platform
• Talent
• Industry organizations
• Payment processors
• Connecting customer
segments
• Making process
efficient
• Adding transparency to
the system
Version 3
Landlords
Realtors
Tenants
Service
providers
Key

30. • Tenants
• Better search of all
listings
• Connected to other
services (i.e., insurance,
rent payment
• Access to robust ratings
• SEO
• Facebook/Twitter
• Flyers?
• All Web based
• Lead generation
• Processing rental payments
• Eventually listing fees
• Computing infrastructure
• Labor (Engineering & limited sales)
• Marketing & sales
• Web platform
• Talent
• Payment processors
and other verticals for
lead generation
• Eventually REITs
• Building listings/search
• Creating some virality
amongst ratings
Version 4
Landlords
Realtors
Tenants
Service
providers
Key

31. • Tenants
• Better search of all
listings
• Largest breadth of
listings
• Connected to other
services (i.e., insurance,
rent payment
• Access to robust ratings
• SEO
• Facebook/Twitter
• Flyers?
• All Web based
• Lead generation
• Processing rental payments
• Eventually listing fees
• Computing infrastructure
• Labor (Engineering & limited sales)
• Marketing & sales
• Web platform
• Talent
• Payment processors
and other verticals for
lead generation
• Eventually REITs
• Building listings/search
• Creating some virality
amongst ratings
Version 5
Landlords
Realtors
Tenants
Service
providers
Key

32. • Tenants
• Social connection
during search
• Better search of all
listings
• Largest breadth of
listings
• Connected to other
services (i.e., insurance,
rent payment
• Access to robust ratings
• SEO
• Facebook/Twitter
• Flyers?
• All Web based
• Lead generation
• Processing rental payments
• Eventually listing fees
• Computing infrastructure
• Labor (Engineering & limited sales)
• Marketing & sales
• Web platform
• Talent
• Payment processors
and other verticals for
lead generation
• Eventually REITs
• Building listings/search
• Creating some virality
amongst ratings
Version 6
Landlords
Realtors
Tenants
Service
providers
Key

33. • Tenants
• Social connection
during search
• Better search of all
listings
• Largest breadth of
listings
• Connected to other
services (i.e., insurance,
rent payment
• Access to robust ratings
• SEO
• Facebook/Twitter
• Flyers?
• All Web based
• Lead generation
• Processing rental payments
• Eventually listing fees
• Computing infrastructure
• Labor (Engineering & limited sales)
• Marketing & sales
• Web platform
• Talent
• Payment processors
and other verticals for
lead generation
• Building listings/search
• Creating some virality
amongst ratings
Version 7
• REITs
• Landlords
• Simplified lead
generation
Landlords
Realtors
Tenants
Service
providers
Key

34. • Tenants
• Social connection
during search
• Better search of all
listings
• Largest breadth of
listings
• Connected to other
services (i.e., insurance,
rent payment
• Access to robust ratings
• SEO
• Facebook/Twitter
• Flyers?
• All Web based
• Lead generation
• Processing rental payments
• Eventually listing fees
• Computing infrastructure
• Labor (Engineering & limited sales)
• Marketing & sales
• Web platform
• Talent
• Payment processors
and other verticals for
lead generation
• Building listings/search
• Creating some virality
amongst ratings
Version 8
• REITs
• Landlords
• Simplified lead
generation
Landlords
Realtors
Tenants
Service
providers
Key