1.
BUSINESS
REPORT

2. TEAM
MEMBERS
Ê CANDY
WILLEMS
Ê Head
of
design
Ê OLI
GOTS
Ê Head
of
marketing
&
Publicity
Ê SIGRI
SEVALDSEN
Ê Key
account
manager

3. Description
of
Company’s
Product/Service
Ê We
wanted
to
create
a
‘tool’,
which
would
introduce
people
to
their
area,
in
a
fun,
interactive
way
and
would
be
an
alternative
to
the
ever-­‐growing
online
resources.
Ê The
result
was
a
stack
of
pocket-­‐sized,
detachable
cards,
providing
assorted
content.
Ê Three
main
types
of
competition
were
identified:
Ê guide-­‐magazines
(e.g.
Time
Out)
Ê flyer
packs
(e.g.
Don’t
Panic)
Ê discount
providers
(e.g.
KGB
Deals,
Groupon)

4. What
made
WHATIF
unique
compared
to
its
competitors?
Ê WHATIF
differentiates
in
the
following:
Ê Price
–
WHATIF
is
free,
distributed
around
the
area’s
cafes,
galleries,
shops,
etc.
Ê Size
&
format;
Personalization
–
a
business
card
size,
makes
it
handy
to
carry
around
–
it
fits
even
in
your
pocket
or
purse;
detachable
cards
allow
selectivity
and
customization
Ê Availability/convenience
–
always
available,
as
it
is
a
printed,
tangible
product;
there
is
no
dependence
on
Internet
connection,
yet
as
free
&
accessible
as
your
average
online
app.

5. Our
customer
segment
and
how
we
researched
their
needs.
Ê Multi-­‐sided
platform
Ê Customer
segment
A
-­‐
busy
people,
who
like
to
try,
discover
and
experiment
Ê Value
proposition:
Design
-­‐
Personalization
-­‐
Availability
Ê Customer
segment
B
-­‐
local
businesseswho
can
use
the
‘cardmag’
to
advertise
their
services
Ê Value
proposition:
format
of
the
advertising
tool
-­‐
strategy
-­‐
multiple
options
Ê Market
Research
:
Ê Taking
the
prototype
around
London

6. Our
key
activities,
partners
and
resources
Ê Key
resource
is
any
printed
version
of
the
‘cardmag’
(tangible)
and
team
members’
expertise
(IP).
Ê A
‘cardmag’
could
be
used
in
two
ways:
Ê Informative
Ê Promotional/Marketing
tool
Ê Key
partners
:
KSL
and
local
businesses
Ê Key
activities:
Ê Production
&
maintenance
of
‘cardmags’
Ê Offering
team
expertise
&
‘cardmags’
as
promotional/marketing
tools
for
other
businesses
Ê Promoting
our
product
to
new
users,
content
owners
and
advertisers

7. Our
Branding
and
design
strategy
• simplicity
is
the
sophistication
• LOGO:
fun
&
memorable
orange
and
bold
&
easy
to
read
black.
• THE
NAME:
great
branding
potential
through
inquisitive
questioning
• CARDMAG:
Unusual
format
and
bright
coloring
are
set
to
attract
attention.
• Individualization
&
customization
as
part
of
branding
strategy
• Weaknesses
:
Printing

8. Company
policies,
IP
and
other
legal
consideration
Ê The
product
is
prone
to
‘copycats’:
Ê Our
strategy:
Ê strong
design,
Ê
valuable
partners
Ê well-­‐planned
distribution
Ê branding
Ê Contract
for
advertisers

9. Profit
&
Loss
statement
EXPENSES
INCOME
EXPECTED
EXPECTED
EXPENSES
REVENUE
START-­‐UP
£
£
KSL:
1000
£
£
COSTS
Cardmag
Website
36.18
Printing
310.00
KSL
1000
Registration
100.00
Rings
84.80
PROTOTYPE
10.00
KU
FAIR
43.00
KU
FAIR
19.00
TOTAL
189.18
19.00
394.80
PROFIT
432.22

10. Retrospective
&
Evaluation
What
would
we
have
Challenges
done
differently?
Ê
size,
price
and
content
of
the
Ê More
doing,
less
talking
magazine.
Ê Earlier
team
role
definition
Ê Identify
competitive
advantage
Ê Less
incubation
stage
Ê limit
of
resources
Ê Better
time
management
Ê Solutions:
Ê market
research
and
mentoring
Ê Keeping
the
product
simple

11. CONCLUSION
Success
What
did
we
learn
Ê Good
feedback
about
the
?
product
Ê Public
engagement
Ê Partnership
with
KSL
for
Live
Nation