Sweetworxx, a Bosh automotive startup, offered a new car repair service app allowing for pick-up and delivery of your car so you don’t need to go to the repair shop. This presentation offered market sizing and tactical considerations to meet the goal of adding 5,000 customers in three months.

1. Observations and Considerations for
Acquiring 5,000 Customers in Three Months
Prepared for
Prepared by
Bill Barrick

2. “Never doubt that a small group of thoughtful, committed
citizens can change the world.
Indeed, it is the only thing that ever has.”
– Margaret Mead, cultural anthropologist
2

3. Basic conversion considerations based on Sweetworxx
input and Google/WordStream display CTR benchmarks
Question:
• How many suspects must be reached
to acquire 5,000 customers?
Assume:
3
Suspect Universe
Prospects
(Clicks to Website)
App
Downloads
Customers
1.12% Avg. click‐through rate
Source: Google, WordStream
30% of downloads use the app
Source: Sweetworxx
10% of click‐throughs download the app
Source: Sweetworxx
Goal: 5,000 Customers by Year End

4. Average click‐through rate in AdWords across all
industries is 1.9% for search and 0.35% for display
4
Source: Google and WordStream

5. How large of a suspect universe do we
need to reach to acquire 5,000 customers?
5

6. Linear equation to solve for suspect universe size necessary
to achieve customer acquisition goal of 5,000 using “display”
6
5,000 customers ÷ 30% (App Usage Rate) ÷ 10% (App Download Rate) ÷ 0.35% (Click‐Through Rate) = 47,619,048 (Suspect Universe)
Display

7. 7
Linear equation to solve for suspect universe size using “search”
5,000 customers ÷ 30% (App Usage Rate) ÷ 10% (App Download Rate) ÷ 1.9% (Click‐Through Rate) = 8,771,930 (Suspect Universe)
Search

8. 8
Equation using combined average CTR of 1.12%
5,000 customers ÷ 30% (App Usage Rate) ÷ 10% (App Download Rate) ÷ 1.12% (Click‐Through Rate) = 14,880,952 (Suspect Universe)
Combined Average

9. Suspect Universe
14.8MM
Prospects
(Clicks to Website)
166,667
App
Downloads
16,667
Customers
5,000
Total suspect universe (reach)
necessary to acquire 5,000
customers @ 1.12% CTR is
14,880,952
10% of click‐throughs
download the app or 16,667
1.12% click‐through rate or
166,667
30% of downloads become
customers or 5,000
Conversion projections to meet goal based on
combined average CTR of 1.12%
9

10. Based on conversion formula, targeting OC millennials
exclusively will not achieve goal; a wider “reach” strategy should
be considered both demographically and geographically
10Suburban Stats, Population Demographics for
Orange County, California in 2016 and 2015
1
There are 701,913 millennials
in Orange County
1
10% app downloads or 786
1.12% click‐through or 7,861
30% usage or 235 customers
1
Customers
235
Suspect Universe
(OC Millennials)
701,913
Prospects
(Clicks to Website)
7,861
App
Downloads
786
Customers
235

11. OC millennials are 5% of total suspect universe needed to acquire
5,000 customers; OC adults (18‐59) represent 12%
Age Male Female
18 – 19 years 44,100 40,359
20 21,761 20,643
21 21,151 20,256
22 – 24 64,089 59,845
25 – 29 109,263 103,965
30 – 34 98,827 97,654
35 – 39 104,137 107,771
40 – 44 110,072 113,559
45 – 49 113,123 115,507
50 – 54 104,635 107,134
55 – 59 83,759 89,839
Totals: 874,917 876,532
COMBINED TOTAL: 1,751,449
11
Source: Suburban Stats, Population Demographics for Orange
County, California in 2016 and 2015
OC Millennials
Male Female
359,191 342,722
Combined Total:
701,913

12. Targeting Los Angeles millennials will help, but combined total reach
of OC + LA millennials is 21% of suspect universe; combined OC + LA
adults (18‐59) is 50% of total suspect universe needed
Age Male Female
18 – 19 years 145,109 136,525
20 72,347 68,205
21 71,592 68,462
22 – 24 224,052 216,337
25 – 29 379,159 370,696
30 – 34 353,905 353,892
35 – 39 350,507 357,214
40 – 44 350,646 355,187
45 – 49 342,094 354,342
50 – 54 315,972 336,063
55 – 59 263,309 288,999
Totals: 2,868,692 2,905,922
COMBINED TOTAL: 5,774,614
12
LA Millennials
Male Female
1,246,164 1,214,117
Combined Total:
2,460,281
Source: Suburban Stats, Population Demographics for Los
Angeles, California in 2016 and 2015

13. San Diego will add minimal value. Combining OC + LA + SD
millennials is 24% of suspect universe; combined OC + LA +
SD adults (18‐59) is 56% of total suspect universe
Age Male Female
18 – 19 years 15,294 14,511
20 9,450 10,007
21 10,710 11,491
22 – 24 34,941 33,636
25 – 29 60,993 58,648
30 – 34 53,299 50,186
35 – 39 47,182 45,652
40 – 44 44,337 42,684
45 – 49 44,243 43,020
50 – 54 40,363 41,219
55 – 59 32,240 36,424
Totals: 425,232 387,478
COMBINED TOTAL: 812,710
13
SD Millennials
Male Female
184,687 178,479
Combined Total:
363,166
Source: Suburban Stats, Population Demographics for San
Diego, California in 2016 and 2015

14. Goal: 166,667 click‐throughs will be necessary to acquire 5,000
customers, regardless of CTR. Reaching the suspect universe may
require a mix of social, PR, direct, video, OOH and a sweepstakes
14
1
10% app downloads or 16,667
5% click‐throughs or 166,667
(55.5K monthly click‐throughs)
30% usage or 5,000 customers
Customers
5,000
PR & Publicity
Total suspect universe (reach)
to acquire 5,000 customers
@ 5% CTR is 3,333,333
Suspect Universe
3.3MM
Prospects
(Clicks to Website)
166,667
App
Downloads
16,667
Customers
5,000

15. Fortunately, we don’t live in a linear world
15

16. A branded Sweetworxx sweepstakes should boost
CTRs, app downloads and generate 5,000+ customers
16
 Objectives: Generate the following by December 31
1. 166,667 click‐throughs to website
2. 16,667 app downloads
3. 5,000 customers
 Strategy: Create and promote a single entry, instant
winner sweepstakes. No purchase necessary
 Sweepstakes basics: Download app and
automatically enter to win one monthly grand prize
(Oct., Nov., Dec.) and one of hundreds of cash
prizes ($100 per day for 100 days)
 Grand prize examples: All expense paid trip and
special field passes to World Series, NASCAR, NFL
(LA Rams), NBA (Clippers or Lakers), NHL (Kings)

17. Sample mobile entry form
promoting a grand prize
17
YOU COULD SCORE AMAZING PRIZES
LIKE RAMS TICKETS & FIELD PASSES.
Sweetworxx
Enter now for a chance to win tickets &
field passes for the Oct. 23rd game courtesy of
Sweetworxx – car care that worxx.

18. Single entry, instant winner sweepstakes opportunity to
build engagement, community, database and customers
18
Sweetworxx $100 Instant Winners share their stories.
Car care that worxx
Sweetworxx
Download our car care app and
automatically enter to win one
grand prize during each month
of Oct., Nov., Dec. and one of
hundreds of cash prizes ($100
per day for 100 days).
For details, visit
Sweetworxx.com

19. Sample messaging to drive awareness, click‐
throughs, app downloads and customers
19
Pick-Up
and
Delivery
of Your Car
Guaranteed
Repair Work

20. Instagram Halloween‐themed picture party promotion
20
Sweetworxx.com/sworxx100.
$100WE’RE GIVING
AWAY
Gift Card
Daniel Angelo
17815 Newhope Street, Suite M
Fountain Valley, CA 92708

21. Nearly 40% of millennials are more likely to purchase items
associated with a particular cause. Here’re two examples
21
Sweetworxx would like to honor our customers and
friends by planting a tree in honor of someone you
love. During October, November and December
we’re helping the Arbor Day Foundation plant
California Coulter and Foxtail Pine trees in California
areas severely damaged by wildfire. For every FREE
Sweetworxx app download, we will donate one
seedling.
Each year,
over 1
million dogs
are killed.
Save
one
today.
Approximately 7.6 million companion animals enter
animal shelters nationwide every year. Sweetworxx
will donate $1 to the Pet Rescue Center of Orange
County for every PRCOC pet saved during October,
November and December 2016.
Source: The Boston Consulting Group, The Millennial
Consumer – Debunking the Myth, April 2012

22. Consider creating a “Welcome Kit” to help build word‐of‐
mouth, customer usage, loyalty and brand persona
Welcome Kit may include
1. Personalized “Thank You” e‐card
2. Sweetworxx wallet card with
contact info and account number
3. Mug
4. Static‐cling sticker for windshield
or door jam with contact info
5. T‐shirt
6. Key fob
22

23. Consider a “Loyalty” program to serve the 80% of
millennials who participate in loyalty and reward programs
 A loyalty program is a way to
reward your loyal customers and
give them an incentive to continue
their relationship with the business
 Rewards
1. One credit for each service/
repair, facebook like or referral
with 10 credits earning:
– A $5 Starbucks eGift card
– Free movie rental download
– Free iTunes download
2. Introductory offer: Double
points for the months of
October, November, December
3. Special, cost‐saving, limited‐
time offer – 10% off regular,
preventative service during the
months of October, November
and December
23
TO: Daniel Angelo
Dear Daniel,
Thanks for your loyal
patronage of Sweetworxx.
To show our appreciation,
here's a $5 Starbucks eGift
card.
Cheers,
Starbucks eGift Card
Source: Aimia – A marketing and loyalty analytics co.

24. Tagline observations and considerations
24
Identifies category
and includes a benefit
Authentic and
straight‐forward
The mark is fresh and
evokes honesty, trust
and bit of whimsy

25. Tagline observations and considerations
25
This evolution of tagline may
be slightly more personal
This slight revision highlights
“service,” just as pooches
faithfully serve

26. Considerations for evolving the brand
 Consider using the dachshund in the same
manner as Snoopy and Geico’s gecko – make
it the hero
 The pooch would become the official spokes
hound and personification of the brand
 He/she would be intelligent, friendly, loyal,
eager to serve, trustworthy and genderless –
all the brand traits Sweetworxx should aspire
to be
 Promotional possibilities include . . .
• A naming contest for the Sweetworxx pooch
• A holiday‐themed photo contest of dogs –
Halloween, Thanksgiving, Chanukah,
Christmas
26

27. Recommendation: Use OC to test end‐user messaging,
sweepstakes effectiveness, CTRs, conversion ratios and more
Other brand engagement
elements to benchmark
• User satisfaction levels
• Customer feedback for product
extensions
• Messaging appeal, believability
• Brand perception/imagery
• Segmentation: Light, medium, heavy
usage by zip and/or other criteria
Other considerations
• Competitive analysis
• SWOT and PEST analysis
• Creative testing
OC launch: Ensure performance
tracking is set‐up to benchmark
• CTRs, downloads, conversion rates
(customers)
• Strength of sweepstakes offers (A/B/C
testing of different offers)
• Impact of sweepstakes on CTRs vs. no
sweeps (A/B testing)
• Which media sources are most effective
• Customer emotions: Likes, fans, followers;
shares, comments, re‐shares, posts
• Customer segmentation criteria
– Demographics
– Psychographics
• Database building
27

28. Millennial fun facts
1. Numbering roughly 77 million, millennials make
up about one‐fourth of the US population –
Nielsen
2. 43 percent of millennials in the US are
nonwhite, the largest share of any generation –
Pew Research Center
3. One‐fourth of millennials in the US speak a
language other than English at home – US
Census Bureau
4. Millennials in the US wield about $1.3 trillion in
annual buying power – Boston Consulting
Group
5. The median income for millennials in the US
who are year‐round, full‐time workers is
$33,883 – US Census Bureau
6. More than 85 percent of millennials in the US
own smartphones – Nielsen
7. US millennials touch their smartphones 45
times a day – SDL
8. 87 percent of millennials in the US age 18 to 29
use Facebook, with 53 percent Instagram, 37
percent Twitter and 34 percent on Pinterest –
Pew Research Center
9. 66 percent of millennials in the US follow a
company or brand on Twitter and 64 percent
like a company or brand on Facebook to score
a coupon or discount – University of
Massachusetts Dartmouth
10. Only 6 percent of millennials in the US
consider online advertising to be credible –
SocialChorus
11. For 95 percent of millennials in the US, friends
are the most credible source of product
information – SocialChorus
12. Almost 40 percent of millennials are more
likely than non‐Millennials to purchase items
associated with a particular cause – Boston
Consulting Group
13. 80 percent of millennials participate in loyalty
and reward programs – Aimia
14. 44 percent are willing to promote brands
through social media in exchange for rewards –
Adroit Digital
28

29. U.S. millennials comprise six distinct segments
29
Hip‐ennial
“I can make the world a better place.”
 Cautious consumer, globally aware, charitable
and information hungry
 Greatest user of social media but does not
push/contribute content
 Female dominated, below‐average
employment (many are students and
homemakers)
Gadget Guru
“It’s a great day to be me.”
 Successful, wired, free spirited, confident
and at ease
 Feels this is his best decade
 Greatest device ownership, pushes/
contributes to content
 Male dominated, above‐average income,
single
Millennial Mom
“I love to work out, travel and pamper
my baby.”
 Wealthy, family oriented, works out, confident
and digitally savvy
 High online intensity
 High social usage and information hungry
 Can feel isolated from others by her daily
routine
 Older, highest income
Clean and Green Millennial
“I take care of myself
and the world around me.”
 Impressionable, cause driven, healthy, green
and positive
 Greatest contributor of content, usually
cause related
 Male dominated, youngest, more likely to be
Hispanic, full‐time student
Anti‐Millennial
“I’m too busy taking care of my business and
my family to worry about much else.”
 Locally minded, conservative
 Does not spend more for green products and
services
 Seeks comfort and familiarity over excitement/
change/interruption
 Slightly more female, more likely to be
Hispanic and from the Western U.S.
Old‐School Millennial
“Connecting on facebook is too impersonal,
let’s meet up for coffee instead!”
 Not wired, cautious consumer and charitable
 Confident, independent and self‐directed
 Spends least amount of time online, reads
 Older, more likely to be Hispanic
29%
16%
10%
13%
10%
Source: The Boston Consulting Group
22%

30. Summary of millennial and total market populations, millennial
and total auto registrations by select California markets
30
Market
Total
Market Population
Estimated
Millennials
Percentage of
Total Population
Total
Registered Autos
Est. Total
Millennial Autos
Los Angeles 9,818,605 2,460,281 25.0% 6,293,639 1,573,410
Orange County 3,010,223 701,913 23.3% 2,248,999 524,016
San Diego 1,307,402 363,166 27.7% 2,152,356 596,207
Santa Clara 1,781,642 522,699 29.3% 1,349,898 395,520
Riverside 303,871 92,434 30.4% 1,329,526 404,176
San Bernardino 2,035,210 625,327 30.7% 1,216,312 373,407
Alameda 73,812 11,393 15.4% 1,082,464 166,699
San Francisco 805,235 259,756 32.2% 407,656 131,265
EST. TOTALS: 19,136,000 5,036,969 16,080,850 4,164,700
Sources: Suburban Stats, Population Demographics for Los Angeles, Orange County, San Diego, Santa Clara, Riverside, San Bernardino, Alameda, San
Francisco in 2016 and 2015; California Department of Motor Vehicles, Jan. 1 – Dec. 31, 2015

31. Top mobile apps among millennials (18‐34) by
time spent
31Source: comScore, June 2015; figures show total
mobile app time spent

32. Millennials life stages and media consumption
Source: The Nielsen Company, Q4 2015, Total Audience Report

33. Top social media sites, apps and monthly active users
33
Social Outlet Description Users
Facebook is a free social networking website allowing registered users to create profiles,
upload photos and video, send messages and keep in touch with friends, family and
colleagues. Demo: 82% 18 – 29; 79% 30 – 49; 56% 65+
1.7B MAU
YouTube is a free video sharing website that makes it easy to watch online videos. You can
even create and upload your own videos to share. Eighty percent of YouTube’s views are
from outside the U.S. Largest demo is 25 – 34 @ 41MM
1B MAU
Instagram is a free mobile photo and video‐sharing service enabling users share them on the
app and other social networking platforms – Facebook, Twitter, Tumblr and Flickr. Demo:
53% 18 – 29; 25% 30 – 49; 11% 50 – 64; 6% 65+
500MM MAU
Twitter is a free microblogging service allowing registered members to broadcast short posts
called tweets up to 140 characters. Demo: 37% 18 – 29; 25% 30 ‐ 49
313MM MAU
Snapchat is a free mobile app that allows you to send videos and pictures, both of which will
self destruct after a few seconds of viewing. Demo: 45% 13 – 24; 26% 25 – 34; 13% 35 – 44
310MM MAU
Vine is a free video‐sharing app that enables users to record and share an unlimited number
of short, looping video clips with a maximum length of six seconds viewable directly in
Twitter's timeline or embedded into a web page
200MM MAU
Printerest is a free website where users can upload, save, sort and manage images and
videos (pins) through collections (pinboards). Demo: 85% of users are female, 34% 18 – 29;
28% 30 – 49; 27% 50 – 64
100MM MAU
Tumblr is mostly free (users can purchase a custom theme to change the appearance of
their blog). Users share anything: text, photos, quotes, links, music and videos from a
browser, phone, desktop, email. It’s a cross between a social networking sites (like
Facebook and Twitter) and a blog
30‐50MM
MAU
Sources: Pew Research Center, DMR Stats, Bloomberg,
statista.com, expandedramblings.com, zephoria.com,
Hootsuite, The Top Social Media Sites That Matter to
Marketers, March 2016

34. Thank you.