JOKOA is a web platform created by an Italian team in 2012 at Stanford University for a technology entrepreneurship course. The platform aims to allow parents to stay connected with their children through online interactions like video calls, shared activities, and games. It targets parents who are away from home due to work or other reasons, and children between ages 5-12. The team developed a prototype and conducted customer surveys to analyze the viability of their freemium business model with in-app purchases and paid content. They identified risks and outlined plans for marketing, sales, partnerships, and operations.

1. ITALY GOES INTERNATIONAL TEAM
2012 - Stanford University - Technology Entrepreneurship Course
JOKOA
a family sharing interaction platform
giovedì 13 dicembre 12

2. JOKOA ITALY GOES INTERNATIONAL TEAM
a family sharing interaction platform 2012 - Stanford University - Technology Entrepreneurship Course
JOKOA IS A WEB PLATFORM BASED
IN PARENTS/CHILDREN LONG DISTANCE INTERACTION.
Originally designed as an online media to allow parents to stay in touch with their children through on line interaction
such as video calls, common activities like reading/painting, learning trough and via together gaming experience.
CUSTOMERS USERS
Parents outside workers, soldiers, divorced parents, Kids aged 5-8
people on business trip, grandparents. Kids aged 9-12
giovedì 13 dicembre 12

3. JOKOA ITALY GOES INTERNATIONAL TEAM
a family sharing interaction platform 2012 - Stanford University - Technology Entrepreneurship Course
PROJECT
The Demo Prototype: http://bit.ly/jokoa
Nowadays there are a lot of application to stay in touch
overcoming distances for example Social networks or
Skype but all these platforms aren’t designed for children,
carrying big privacy problems and resctricting real
interaction.
Jokoa is originally designed as an online platform
to allow parents to stay in touch with their children
through on line interaction, a real fun learning
experience for both.
giovedì 13 dicembre 12

4. JOKOA ITALY GOES INTERNATIONAL TEAM
a family sharing interaction platform 2012 - Stanford University - Technology Entrepreneurship Course
MARKETING
Well designed SEM campaigns on Google, Facebook
and partners WebPages would help us in reaching a high
number of tech - savvy parents and alike.
We investigated feasibility and performances vs cost ratio
of SEO, PPC, CPM, CPA and CPO campaigns.
giovedì 13 dicembre 12

5. JOKOA ITALY GOES INTERNATIONAL TEAM
a family sharing interaction platform 2012 - Stanford University - Technology Entrepreneurship Course
MARKETING
Facebook’s PPC and CPM campaigns offer measurable
insights in a relative shorter time span than SEO. Even if
such advantages come at high costs, Facebooks adverts
campaigns allow us to test some of our marketing
hypothesis by targeting specific segments of customers.
Running a SEO caimpaign without a first market
investigation would turn out less efficient and more
expansive.
giovedì 13 dicembre 12

6. JOKOA ITALY GOES INTERNATIONAL TEAM
a family sharing interaction platform 2012 - Stanford University - Technology Entrepreneurship Course
MARKETING
On this basis, we will be using PPC and CPM marketing
campaigns as short term marketing strategies and SEO
google caimpagns in the future.
For our short term strategies we have run PPC and CPM
test runs and have come to the conclusions that if the
number of clicks is likely to be more than the 20% of the
number of impressions the CPM option would lead to lower
costs of acquistion than PPC caimpaigns.
giovedì 13 dicembre 12

7. JOKOA ITALY GOES INTERNATIONAL TEAM
a family sharing interaction platform 2012 - Stanford University - Technology Entrepreneurship Course
MARKETING
In the long run, we will be using our short term marketing
strategies run results to optimize the SEO campaign and
ultimately minimise its costs.
giovedì 13 dicembre 12

8. JOKOA ITALY GOES INTERNATIONAL TEAM
a family sharing interaction platform 2012 - Stanford University - Technology Entrepreneurship Course
SALES
The cheap sale process is by social network.
The survey reveals that our customers prefer Facebook
as main contact channel.
We create a Fan Page in which we post news about the
product, some quizzies and other interaction with users.
Customer interest increases with the publication of new
games titles and other funny stuff, as tales books.
giovedì 13 dicembre 12

9. JOKOA ITALY GOES INTERNATIONAL TEAM
a family sharing interaction platform 2012 - Stanford University - Technology Entrepreneurship Course
PARTNERSHIP
- educators, psychologists, teachers, pedagogists
able to filter and ban inappropriate games
- payment gateway
- Amazon (AWS)
giovedì 13 dicembre 12

10. JOKOA ITALY GOES INTERNATIONAL TEAM
a family sharing interaction platform 2012 - Stanford University - Technology Entrepreneurship Course
PARTNER’S BENEFITS
• Access to more consumers with minimal incremental
investment in marketing and community management
• First time direct sales opportunities
• Lower IT infrastructure costs
• Avoid direct-to-costumers sales channel costs
• Spread the costs of generating demand over
a brand range of products
• Focus on products development
giovedì 13 dicembre 12

11. JOKOA ITALY GOES INTERNATIONAL TEAM
a family sharing interaction platform 2012 - Stanford University - Technology Entrepreneurship Course
DISTRIBUTION
• App Store
• Google play
• Web Platform
• Dedicated e-commerce
• 2-step distribution (Amazon)
• Retailers
giovedì 13 dicembre 12

12. JOKOA ITALY GOES INTERNATIONAL TEAM
a family sharing interaction platform 2012 - Stanford University - Technology Entrepreneurship Course
COSTS
Most of the initial cost will be due to the development
of the platform and the development of the first games
that will aim to attract end users and future developers.
The power of Jokoa will be in the quality and in the
numbers of the games on the system.
So initially a large part of the funds shall be used in
advertising to raise awareness about Jokoa and in order to
encourage developers to join the project.
giovedì 13 dicembre 12

13. JOKOA ITALY GOES INTERNATIONAL TEAM
a family sharing interaction platform 2012 - Stanford University - Technology Entrepreneurship Course
REVENUE MODEL
Jokoa will be offered on a freemium model.
PREPAID: Adult users will be able to purchase credit to spend
either to play specific games (new titles, most popular, event-
related titles) or to play advanced levels within a game.
STORE: content and game producers will be allowed to sell their
contents through Jokoa's store, with a revenue sharing model
(commissions)
SDK: besides a basic free development tool, some selected
developers will pay to access some specific APIs in order to be
able to build more advanced contents.
giovedì 13 dicembre 12

14. JOKOA ITALY GOES INTERNATIONAL TEAM
a family sharing interaction platform 2012 - Stanford University - Technology Entrepreneurship Course
RISKS
We identified these main risks:
• Not reaching an appropriate assortments of products/
activities on offer, profits would not benefit from the
deriving economic of scale
• Assessment of commissions vs required marketing
and infrastructure costs
• Risk in determining the optimal user experience across
the platform
• Privacy and digital security operational risk
giovedì 13 dicembre 12

15. JOKOA ITALY GOES INTERNATIONAL TEAM
a family sharing interaction platform 2012 - Stanford University - Technology Entrepreneurship Course
CUSTOMER AND USER BENEFITS
• Best choices available in a unique place
• Transparency
• Security
• Community Interaction
• Specialised advices
• Innovative loyalty offers
giovedì 13 dicembre 12

16. JOKOA ITALY GOES INTERNATIONAL TEAM
a family sharing interaction platform 2012 - Stanford University - Technology Entrepreneurship Course
SURVEY
Our customer development activities included live
interviews and a survey where we had 39 individuals giving
us highly valuable feedback. The survey revealed that most
of the people in our target segment would be willing to pay
for such a gaming platform where they could have quality
time and fun with their kids while away from home,
especially in case their absence is for a relatively long
period.
giovedì 13 dicembre 12

17. JOKOA ITALY GOES INTERNATIONAL TEAM
a family sharing interaction platform 2012 - Stanford University - Technology Entrepreneurship Course
SURVEY
We derived from here the idea that Jokoa would benefit
from a freemium sales model, with in-app purchases to get
specific game titles, or badges that parents could give to
their kids for achievements in playing games on Jokoa.
The survey also confirmed how paramount it is for parents
that games within Jokoa are relevant and appropriate to
kids. We mapped this as a strict need for content
validation, as explained above.
giovedì 13 dicembre 12

18. JOKOA
a family sharing interaction platform
TEAM
ITALY GOES INTERNATIONAL TEAM
2012 - Stanford University - Technology Entrepreneurship Course
Sebastiano Cinzia Sgariglia Michele Tantucci Luca Bulegato Alessandra
Cobianco Developer Cobol/ Financial risk/ Web developer, Morcella
entrepreneur, IT DB2, SQL, business php, mysql, Information design,
strategy, people (X)HTML, CSS, management, javascript, jquery site architecture,
management, Javascript, Python. quantitative framework (also communication,
client management A bit of Photoshop modelling, financial mobile), Google design, layout,
and Illustrator analysis. A little of maps api, google slide presentation,
C++, Fortran and Api chart. c#, java. site building.
stats
giovedì 13 dicembre 12

19. JOKOA
a family sharing interaction platform
TEAM ORGANIZATION
Due to geographical distance
between us we could not
have face to face meetings
but we used tools such as
Google+ and Skype to
coordinate each others.
We also create a private
group on Facebook where
we share ideas and
comments about the project.
The progress of the project
was shared via google docs
giovedì 13 dicembre 12