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MuPon: Mobile discounts to foster repeat visitors & an art-going lifestyle (MuseumNext 2012)

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MuPon: Mobile discounts to foster repeat visitors & an art-going lifestyle (MuseumNext 2012)

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Presentation given in May 2012 by Paul Baron & Tomomi Sasaki, GADAGO NPO in Barcelona for MuseumNext 2012.
What happens when Tokyo art goers are presented with a €10 iphone app full of admission discounts to the 30 best museums in town? Learn from our 1.5yrs of running MuPon; a collaboration between a non-profit organization and museums, a sustainable business with 20,000 users, & a low-risk testing ground for cultural institutions to experiment with digital initiatives.

Presentation given in May 2012 by Paul Baron & Tomomi Sasaki, GADAGO NPO in Barcelona for MuseumNext 2012.
What happens when Tokyo art goers are presented with a €10 iphone app full of admission discounts to the 30 best museums in town? Learn from our 1.5yrs of running MuPon; a collaboration between a non-profit organization and museums, a sustainable business with 20,000 users, & a low-risk testing ground for cultural institutions to experiment with digital initiatives.

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MuPon: Mobile discounts to foster repeat visitors & an art-going lifestyle (MuseumNext 2012)

  1. 1. MuseumNext 2012 MuPon
  2. 2. Our presentation Gadago Non-Profit The MuPon experience Statistics Business Model Collaboration with museums
  3. 3. “You’ve got to go see these exhibitions!” ↓ “Gotta go” ↓ Gadago NPO We strive to make art and design a part of everyone's life. Our services and activities are bilingual Japanese/English, independent, neutral and non-profit.
  4. 4. 1,000 cultural institutions How do we make sense of it all?
  5. 5. TokyoArtBeat.com Launched 2004 Tokyo Art Map Launched 2008 @TokyoArtBeat_jp Launched 2009 Tokyo Art Beat App Launched 2010
  6. 6. In order to accompany our users, we’d need to offer mobility, curation, quality & exclusivity.
  7. 7. The rules of engagement Mobility: app Curation: limited list of exhibitions Quality: popular museums Exclusivity: coupons, events
  8. 8. After Before During The User Experience of Art Going
  9. 9. Event list After Before During Discovery
  10. 10. Event list Notifications After Before During Reminders
  11. 11. Event list Notifications After Before Twitter Invite During Sharing
  12. 12. Event list Notifications After Before Twitter Invite Coupons During Incentive
  13. 13. Event list Notifications After Before Twitter Invite Coupons During Museum Events Community building
  14. 14. Event list Notifications After Before Twitter Coffee? Invite Coupons During Museum Events Stickiness
  15. 15. Event list Notifications Twitter After Before Twitter Coffee? Invite Coupons During Museum Events Sharing
  16. 16. Event list History Notifications Twitter After Before Twitter Coffee? Invite Coupons During Museum Events Memory
  17. 17. Event list History Notifications Twitter After Before Twitter Coffee? Invite Coupons During Museum Events The User Experience of MuPon
  18. 18. app price €10 validity One year avg. museum entrance in tokyo ∼€12 avg. mupon discount €1∼ €3 150 discounts in 2011 €300+ downloads / tickets used in 2011 8,000 / 10,000 downloads / tickets used in jan~may 6,000 / 5,000 2012
  19. 19. From the get go, MuPon was designed to be a self-sustained business.
  20. 20. Gadago started MuPon with... A big idea! Limited budget for the initial build No budget for the trained staff required to operate the service Knowing the service required a certain number of users and museums to be of value
  21. 21. Create a virtuous circle better discounts on mupon more interest happier users from museums on mupon more referrals
  22. 22. It’s not enough to launch. Continuity is key to multiplying impact.
  23. 23. App sales as the source of revenue Good track record with smartphone apps Paid upfront Not dependent on museum pockets Keep our independence
  24. 24. Create a virtuous circle better discounts on mupon more interest happier users from museums on mupon more referrals more app sales continuous resources for development road to happiness!
  25. 25. Plan for a financial runway that allows launch, and continued development.
  26. 26. Technology Gadago Museums Art goers Together, we are strong!
  27. 27. have want gadago Audiences, museum People to go to exhibitions partnerships dev team Technological resources Interesting, sustainable projects museums Content (exhibitions) Audiences users Smartphones, some € More, quality museum experiences
  28. 28. Don’t try to do everything yourself. Know where your organization is creating value.
  29. 29. Technology 30% Gadago 30% Apple sales, management, promotion 0€ 10€ Museums Art goers 1-2€ discounts Users pay €10 to download app.
  30. 30. Technology 30% Gadago 30% Apple sales, management, promotion 0€ 10€ Museums Art goers 1-2€ discounts Cost for museums to start = 0
  31. 31. Technology 30% Gadago 30% Apple sales, management, promotion 0€ 10€ Museums Art goers 1-2€ discounts App building covered by revenue share
  32. 32. Technology 30% Gadago 30% Apple sales, management, promotion 0€ 10€ Museums Art goers 1-2€ discounts A new app each year
  33. 33. have want get gadago Audiences, museum People to go to People to go to partnerships exhibitions exhibitions (And come to Museum Next!) dev team Technological resources Interesting, sustainable Interesting, sustainable projects project museums Content (exhibitions) Audiences Bigger audiences New audiences users Smartphones, some € More, quality museum Discounts experiences Selected exhibition information Community participation
  34. 34. Recap Leverage the strengths of your existing services and environment Create multiple touch points in the user experience, both online and offline Plan for a runway to launch and iterate Work with others to build a strong foundation
  35. 35. ありがとうございました! Thank You! Paul Tomomi @aka_me @tzs

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