Results of Team Summit's Market Research Survey in May 2012

1. Market Research Survey Results
Team Summit:
Hagan Koopman
Lucas Mehl
C.R. Sturgis
Derek Thomas
Craig Velenski
Lolly Walker

2. Product Summary
Consider a mobile and/or website application where children play an age-
appropriate video game that motivates them to achieve real-world objectives.
The player advances in the game by completing chores and schoolwork
appropriately and learning/practicing new skills. The child earns points that
can be redeemed for rewards (toys, computer time, cell phone minutes,
bowling, picking the movie for movie night, etc.) as defined by parents, and
potentially teachers, coaches, and other mentors if the parents allow.
The goal is to provide kids with a visual indication of their progress, and help
them:
● Learn how to self-motivate.
● Feel good about themselves for their achievements.
● Develop good work ethic and self-discipline.
● Communicate and interact with their parents to outline and achieve goals
that are important to the entire family.
And what better way to do that than to have them play a video game?

3. Survey Details
● Anonymous Google Docs
survey for parents of
children 18 and younger
– First section gathered
demographics and behavior
information
– Second section gathered
general technology usage
information
– Third section described
proposed application and
gathered opinions
● 34 total responses

4. Survey Respondents Demographics
Age Range of Survey Respondents' Children
● Nearly normal distribution
with the mean in the 7 to 10
15-18
age range
● Fairly accurate
11-14
representation of our target
market
7-10
– Youngest children (0 to 2)
3-6 may be too young to
understand
0-2 – Oldest children (15-18) may
0 2 4 6 8 10 12 14 16 18
not respond depending on
maturity level

5. Common Tasks (Part 1)
Tasks Listed as Most Difficult among Younger Children
● Parents were asked to report what
tasks were most difficult to get
Getting ready for bed younger and older children to
Taking care of a pet perform
Taking baths
– For younger children, “picking up
Brushing teeth after themselves” was by far the
Picking up after themselves most popular
0 5 10 15 20 25 – For older children, “doing
Tasks Listed as Most Difficult among Older Children homework” was most popular,
followed by “doing the dishes”
Doing the dishes
● These tasks were given as a
Taking care of a pet
multiple-selection question
Vacuuming
Yardwork
● All were considered by
Doing homework
development team to be prime
0 1 2 3 4 5 6 7 8 9 10
candidates for gamification in our
product

6. Common Tasks (Part 2)
● Parents were then asked to list daily
Most Often Cited Daily Tasks
tasks free-form
Laundry
● Results were categorized manually
Pet care
– Most overlap with options provided in the
previous questions
Schoolwork
– Other options appeared here more than
Prepare meals once that did not appear before
● Laundry
Dishes
● Bedtime routine
Bedtime routine ● Prepare meals
Practice a skill ● Practice a skill (most often a musical
instrument)
Garbage ● Taking out the garbage
Cleaning ● These two sets of answers provide a
0 5 10 15 20 25 reasonable default set of tasks for our
product

7. Current Motivators
Positive Motivators ● Parents were asked to
Later bedtime list these free-form,
answers were
Material prizes
Car
Social activities
Electronics time
categorized manually
Treats
Verbal praise
● Positive Motivators are
0 2 4 6 8 10 12 14
a useful basis on which
Negative Motivators
to base game rewards
None
Grounding
Extra chores
● Some of the Negative
Removing normal privileges
Removing rewards
Motivators may be
Spanking
Time out
partially replaced by
Verbal reprimand
game penalties
0 2 4 6 8 10 12 14

8. Current Market Conditions
Percentage of Respondents' Children that use Educational Apps
● Parents were asked if their
children used educational
apps or websites and
Yes
No
motivational apps or
websites
– 83% use educational apps
– 3% use motivational apps
Percentage of Respondents' Children who use Motivational Apps
● This represents a significant
opportunity for market share
Yes
for the first one to provide a
No quality solution

9. Current App Usage
Number of Hours Spent Playing Educational and Motivational Apps
● 71% of educational and
16
motivational app usage
14
is 2 hours or less per
12
week
10 ● 91% is 5 hours or less
8
per week
6
4
● The ideal solution must
2
be optimized such that
0
updating on a daily
None 0-2 3-5 5-8 8-14 More
basis is brief and simple

10. Level of Interest
Respondents who would be Interested in Using the App
● Once receiving a high-level
description of our proposed
product, respondents were
asked, without any reference to
price, if they would be interested
in using the application
Yes
No – A total of 91% claimed they
Yes, but only if it were
available as a website would be interested in some
form
– 21% said they would only use it
in website form

11. Pricing Survey
Amount Respondents Say They're Willing to Spend
● Parents were asked how much they
would be willing to pay if it were
10 available as a one-time purchase and as
8
a monthly subscription
6
4 ● The spike at $2.00 to $4.99 may be a
2
result of different effects
0
$0 $0 $2 $5 $1 $1 $2 O
.0
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1
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0
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0
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00
5.
00
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ve
r$
– Initial version of this question was
-$ -$ -$ 25
1.
99
4.
99
9.
99
-$
14
-$
19
-$
24 .0
0
multiple-choice
. 99 . 99 .9
9
– It is a common price range for mobile
applications
Amount Respondents Say They're Willing to Spend per Month
● A majority of respondents said they
20 would pay something monthly, though
15 the most common response is that they
10 would not pay monthly.
5
– 8 respondents that said they would make
0
$0 $0 $2 $5 $1 O a one-time payment were among those
.0 .0 .0 .0 0. ve
0 1
-$
0
-$
0
-$
00 r$
15
who would not pay monthly
1. 4. 9. -$
99 99 99 14 . 00
. 99

12. Feature Priority - Availability
Effect of Two-Month Free Trial on Respondents' Level of Interest ● Parents were given a set
of features and asked to
Less
describe their effects on
Neutral
More
their level of interest
● A two-month free trial is
universally popular
Effect of Cross-Platform Availability on Respondents' Level of Interest
● Having the application
available as both a mobile
and website app (which
Less
Neutral
can communicate and be
More
used interchangeably) is
also valuable to a majority
of respondents

13. Feature Priority - Customizability
Effect of Customizability on Respondents' Level of Interest ● Respondents were mostly
positive about having
Less
plenty of customization
Neutral
More
options for themselves
● However, they were
somewhat less
enthusiastic about giving
ct of Giving Other Mentors Customizability on Respondents' Level of Interest
other mentors (teachers,
coaches, other relatives)
Less the ability to customize
Neutral
More the player's goals and
challenges.

14. Comments & Suggestions