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MuseumNext 2012

MuPon
Our presentation

 Gadago Non-Profit
 The MuPon experience
 Statistics
 Business Model
 Collaboration with museums
“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.
1,000 cultural institutions
How do we make sense of it all?
TokyoArtBeat.com Launched 2004   Tokyo Art Map Launched 2008




@TokyoArtBeat_jp Launched 2009    Tokyo Art Beat App Launched 2010
In order to accompany our
users, we’d need to offer
mobility, curation, quality &
exclusivity.
The rules of engagement

 Mobility: app
 Curation: limited list of exhibitions
 Quality: popular museums
 Exclusivity: coupons, events
After
                        Before




               During




The User Experience of Art Going
Event list



After
                    Before




          During




        Discovery
Event list
                          Notifications

After
                 Before




        During




    Reminders
Event list
                           Notifications

After
                  Before
                              Twitter

                              Invite

         During




        Sharing
Event list
                             Notifications

After
                    Before
                                Twitter

                                Invite

                              Coupons
          During




        Incentive
Event list
                           Notifications

 After
                  Before
                              Twitter

                              Invite

                            Coupons
         During


     Museum Events

Community building
Event list
                                       Notifications

         After
                              Before
                                          Twitter
Coffee?
                                          Invite

                                        Coupons
                   During


             Museum Events

                 Stickiness
Event list
                                     Notifications


Twitter   After
                            Before
                                        Twitter
 Coffee?
                                        Invite

                                      Coupons
                   During


              Museum Events

                  Sharing
Event list

   History                              Notifications


Twitter      After
                               Before
                                           Twitter
 Coffee?
                                           Invite

                                         Coupons
                      During


                 Museum Events

                     Memory
Event list

   History                               Notifications


Twitter        After
                                Before
                                            Twitter
 Coffee?
                                            Invite

                                          Coupons
                       During


                   Museum Events

          The User Experience of MuPon
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
From the get go,
MuPon was designed to be
a self-sustained business.
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
Create a virtuous circle
               better discounts
               on mupon


    more interest            happier users
    from museums                 on mupon


                more referrals
It’s not enough to launch.
Continuity is key to multiplying
impact.
App sales as the source of revenue

 Good track record with smartphone
 apps
 Paid upfront
 Not dependent on museum pockets
 Keep our independence
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!
Plan for a financial runway
that allows launch, and
continued development.
Technology


           Gadago




 Museums            Art goers




Together, we are strong!
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
Don’t try to do everything
yourself.
Know where your organization
is creating value.
Technology
                                 30%

             Gadago               30%        Apple
            sales, management,
                 promotion



 0€                                        10€




Museums                                 Art goers



          1-2€ discounts

Users pay €10 to download app.
Technology
                                 30%

             Gadago               30%        Apple
            sales, management,
                 promotion



 0€                                        10€




Museums                                 Art goers



          1-2€ discounts

 Cost for museums to start = 0
Technology
                                    30%

                Gadago               30%        Apple
               sales, management,
                    promotion



    0€                                        10€




  Museums                                  Art goers



             1-2€ discounts

App building covered by revenue share
Technology
                                 30%

             Gadago               30%        Apple
            sales, management,
                 promotion



 0€                                        10€




Museums                                 Art goers



          1-2€ discounts

      A new app each year
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
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
ありがとうございました!
         Thank You!




  Paul                Tomomi
  @aka_me             @tzs

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

  • 2. Our presentation Gadago Non-Profit The MuPon experience Statistics Business Model Collaboration with museums
  • 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. 1,000 cultural institutions How do we make sense of it all?
  • 5. TokyoArtBeat.com Launched 2004 Tokyo Art Map Launched 2008 @TokyoArtBeat_jp Launched 2009 Tokyo Art Beat App Launched 2010
  • 6. In order to accompany our users, we’d need to offer mobility, curation, quality & exclusivity.
  • 7. The rules of engagement Mobility: app Curation: limited list of exhibitions Quality: popular museums Exclusivity: coupons, events
  • 8. After Before During The User Experience of Art Going
  • 9. Event list After Before During Discovery
  • 10.
  • 11.
  • 12. Event list Notifications After Before During Reminders
  • 13.
  • 14. Event list Notifications After Before Twitter Invite During Sharing
  • 15.
  • 16. Event list Notifications After Before Twitter Invite Coupons During Incentive
  • 17.
  • 18.
  • 19.
  • 20. Event list Notifications After Before Twitter Invite Coupons During Museum Events Community building
  • 21.
  • 22. Event list Notifications After Before Twitter Coffee? Invite Coupons During Museum Events Stickiness
  • 23.
  • 24. Event list Notifications Twitter After Before Twitter Coffee? Invite Coupons During Museum Events Sharing
  • 25. Event list History Notifications Twitter After Before Twitter Coffee? Invite Coupons During Museum Events Memory
  • 26.
  • 27. Event list History Notifications Twitter After Before Twitter Coffee? Invite Coupons During Museum Events The User Experience of MuPon
  • 28. 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
  • 29. From the get go, MuPon was designed to be a self-sustained business.
  • 30. 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
  • 31. Create a virtuous circle better discounts on mupon more interest happier users from museums on mupon more referrals
  • 32. It’s not enough to launch. Continuity is key to multiplying impact.
  • 33. App sales as the source of revenue Good track record with smartphone apps Paid upfront Not dependent on museum pockets Keep our independence
  • 34. 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!
  • 35. Plan for a financial runway that allows launch, and continued development.
  • 36. Technology Gadago Museums Art goers Together, we are strong!
  • 37. 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
  • 38. Don’t try to do everything yourself. Know where your organization is creating value.
  • 39. Technology 30% Gadago 30% Apple sales, management, promotion 0€ 10€ Museums Art goers 1-2€ discounts Users pay €10 to download app.
  • 40. Technology 30% Gadago 30% Apple sales, management, promotion 0€ 10€ Museums Art goers 1-2€ discounts Cost for museums to start = 0
  • 41. Technology 30% Gadago 30% Apple sales, management, promotion 0€ 10€ Museums Art goers 1-2€ discounts App building covered by revenue share
  • 42. Technology 30% Gadago 30% Apple sales, management, promotion 0€ 10€ Museums Art goers 1-2€ discounts A new app each year
  • 43. 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
  • 44. 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
  • 45. ありがとうございました! Thank You! Paul Tomomi @aka_me @tzs