final OAP report venture-lab.org The Runner social network for runners
Face to face interviewsWe have done 5 face However they didn’tto 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 thesense that the runners Our conclusion is thatcommunity is under- we need to integrateserved of a social on- it with existing socialline community. networks.
Survey results- We had 132 answers from our survey.- The survey showed that the main public is 19-25years old.- 62% run with some frequency, and therefore isinterested by it.- 36% would join a social network for runners.- But 17% wouldn’t join, because they can use otherssocial networks for that.So again the importance of integrating with othersocial networks
Market size analysis - user profileThe profile of The Runner is:1) Internet User2) Active user of some Social Network3) Interested in Running4) No age limits, but mostly from 19-25 years old5) Initially we’ll be using English as the app language,so english-speakers.
Market size analysis - internet usersSome 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 25years old. So it’s around 1.02 billion of people on thiscategory that showed to be a very important share ofour market.
Market size analysis - social networks1) There are around 2.4 billion social network ac-counts worldwide.2) Facebook had more than 800 millions users by theend of 2011.3) In 2011, Facebook had 200 millions new accounts.
Market size analysis - social networks4) The Running page on Facebook had 5,747,584likes on 25/05/2012 and that number increased to5,805,628 in only one day.5) Successful cases of Running mobile apps (potentialpartners): (a) Endomondo 175,696 likes; (b) Runkeep-er 310,000 active monthly users.
Market size analysis - running1) Approximately 518,000 took part in the marathononly in United States.2) Annualy, more than 500 marathons are organizedaround the world.
Market size analysis - running in brazil1) 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 peryear.3) The average spending of a runner per race isaround $250 USD.
Market size analysis - accounting1) If we take the number of likes from the Runningpage in Facebook as a reference. Our potential marketwould be 5,800,000 users. But it would be possible togo 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
Market size analysis - accountingConsidering that the user would access the page atleast by the end of each run: User Users access/ Access/month monthLess than 4 times a month 1,964,516 2 3,929,0321 to 3 times a week 3,087,096 6 18,522,580More than 3 times a week 748,387 12 8,980,645 31,432,258 access/month
Market size analysis - accountingConsidering that we just obtain 10% of this under-estimated market size, it would give us more than 3million access per month. The user profile will be verysegmented on the running segment so it is a veryvaluable marketing channel.Since the account of 30 million access per month istaking into account just users that liked Running pagein Facebook, we could get an even bigger share ofthe market, if we consider users that haven’t liked therunning page, or if we consider other social networks.