OAP report on The Runner social network for runners
1. final OAP report
venture-lab.org
The Runner
social network for runners
2. Face to face interviews
We have done 5 face However they didn’t
to face interviews showed interest in reg-
with pro and amateurs istering on a complete-
runners. ly new social network
to achieve that.
We were rigth in the
sense that the runners Our conclusion is that
community is under- we need to integrate
served of a social on- it with existing social
line community. networks.
3. Survey results
- We had 132 answers from our survey.
- The survey showed that the main public is 19-25
years old.
- 62% run with some frequency, and therefore is
interested by it.
- 36% would join a social network for runners.
- But 17% wouldn’t join, because they can use others
social networks for that.
So again the importance of integrating with other
social networks
4. Market size analysis - user profile
The profile of The Runner is:
1) Internet User
2) Active user of some Social Network
3) Interested in Running
4) No age limits, but mostly from 19-25 years old
5) Initially we’ll be using English as the app language,
so english-speakers.
5. Market size analysis - internet users
Some numbers and facts about Internet Users:
1) There are 2,267,233,742 internet users worldwide
(2011)
2) 45% of Internet users are under the age of 25
years old. So it’s around 1.02 billion of people on this
category that showed to be a very important share of
our market.
6. Market size analysis - social networks
1) There are around 2.4 billion social network ac-
counts worldwide.
2) Facebook had more than 800 millions users by the
end of 2011.
3) In 2011, Facebook had 200 millions new accounts.
7. Market size analysis - social networks
4) The Running page on Facebook had 5,747,584
likes on 25/05/2012 and that number increased to
5,805,628 in only one day.
5) Successful cases of Running mobile apps (potential
partners): (a) Endomondo 175,696 likes; (b) Runkeep-
er 310,000 active monthly users.
8. Market size analysis - running
1) Approximately 518,000 took part in the marathon
only in United States.
2) Annualy, more than 500 marathons are organized
around the world.
9. Market size analysis - running in brazil
1) With 4,5 million adepts, it is the second more pop-
ular sport in Brazil.
2) Only in São Paulo, there are around 80 races per
year.
3) The average spending of a runner per race is
around $250 USD.
10. Market size analysis - accounting
1) If we take the number of likes from the Running
page in Facebook as a reference. Our potential market
would be 5,800,000 users. But it would be possible to
go beyond users who liked it, and beyond Facebook.
2) Data from our survey, given that the user run often:
33.87% - Run less than 4 times a month
54.25% - Run between 1 to 3 times a week
12,90% - Run more than 3 times a week
11. Market size analysis - accounting
Considering that the user would access the page at
least by the end of each run:
User
Users access/ Access/month
month
Less than 4 times a month 1,964,516 2 3,929,032
1 to 3 times a week 3,087,096 6 18,522,580
More than 3 times a week 748,387 12 8,980,645
31,432,258
access/month
12. Market size analysis - accounting
Considering that we just obtain 10% of this under-
estimated market size, it would give us more than 3
million access per month. The user profile will be very
segmented on the running segment so it is a very
valuable marketing channel.
Since the account of 30 million access per month is
taking into account just users that liked Running page
in Facebook, we could get an even bigger share of
the market, if we consider users that haven’t liked the
running page, or if we consider other social networks.
