1. - Bent Lean Launch Pad – Final Presentation
No. of Interview:
Day 1
15
Day 2
22
Day 3
28
Day 4
41
Total
106
Inperson interviews:
Online Survey:
Team 7
Vijay Kanneganti - Nikita Ushakov
Anaelle Medioni - Tanay Desai

2. Day 1: Young innocents…
• Facebook, Twitter,
(to be able to
retrieve friends from
them to our
platform)
• Agents, people
looking for talents
• Sponsors
• Advertising agency
• Build a video sharing
platform
• Generate an algorithm
to determine
popularity index
• Moderate the content
•
•
•
•
Storage service
Office space
Developers
Startup capital
• Fixed costs: office space, domain name, licenses
• Variable costs: technical development, marketing
• On the go free global
video sharing
• Accumulative content
appreciation at varies
levels – popularity
index
• Simple easy design
Platform allows sharing
of videos to showcase
talents, in order to
increase users’ popularity
within the community to
get recognition.
OUR FAITH…
•
•
•
•
• Community sharing
• Talent identification
• Social networking
1. Tech meetups, add
campaigns,
2. Customer feedback
web-channel
3. Apple store and Google
play
4. Web and mobile
platforms
5. Updates
Seed capital
Working capital
Private investment
Buyout or IPO
…when it comes to value proposition.
Mass Market
Target group:
• 15-28 years old
• University and high
school students
• Young sportsmen and
art aficionados
• Talent admirers
• Talent agents

3. Day 2: Coming with a new idea…
Create more
demand
visibility
Contest…
Sign in
Bent – Contests Platform
Upload this on my:
Support our video and picture contests by
providing awards for the winners!
•
Get visibility on our platform
•
Get online content for your brand
•
Get a generous and original image
And GROW !
 Instagram
 Vine
 Youtube

4. Day 2: Coming with a new idea…
Create more
demand
visibility
Rewards
Contest…
Sign in
Sign in
Bent – Contests Platform
Upload this on my:
Support our video and picture contests by
providing awards for the winners!
•
Get visibility on our platform
•
Get online content for your brand
•
Get a generous and original image
And GROW !
Demand,
Visibility,
Positive Image
 Instagram
 Vine
 Youtube

5. Day 2: Coming back with a new idea…
• Facebook, Instagram,
Twitter, Pinterest and Vine
• Brands (clothing,
accessories, technology
and food)
• Organize favorite brands
for the users
• Monitor number of
views/likes generated by
an uploaded video or a
picture
• Reward active users
• Liaise with brands
• Merchandise and Product
Sponsors
• Advertising agencies
• Event organizers
•
•
•
•
Storage servers
Office space
Developers
Startup capital
• Fixed costs: office space, domain name, licenses
• Variable costs: technical development, marketing data storage servers
Customers
• Video and photo
campaigns to promote
favorite brands, events
and other products
• Winners receive awards
from their favorite brands
(monetary/nonmonetary)
?...
Brands
• Cheap ads from and for
their targeted customers
• Superior visibility,
promotion and exposure
• Diminished ad costs
•
•
•
•
•
• Get: Monetize Social Activity
• Keep: Rewards
• Grow: Broadening brand
recognition
?...
• Get: Visibility
• Keep: Brand Loyalty
• Grow:
1. Tech meetups, add
campaigns,
2. Customer feedback
web-channel
3. Apple store and Google
play
4. Web and mobile
platforms
5. Updates
Free for users but a fee for corporates ?
Commission from brands
Seed capital
Working capital
Private investment
Customers
• Teenagers and
university students
• Extensive social
networkers
• Short film makers
• Photo Editors
• Art Aficionados
• Brand Enthusiasts
?...
Brands
• Popular brands of
clothing, electronics,
automotive and food
?...

6. Day 2: Coming back with a new idea…
Hypothesis Experiments Conclusions
- Partnerships with
big sport-fashion
brands as Nike,
Adidas and etc.
- Users upload videos
on our platform
- Targeting social
network addicts,
creative teenagers
and college students
- Online survey
-Marketing Professor
Olivier Toubia
interview
- Columbia students
interviews
- Meetup Networking
Events: Technology
and Marketing
- Contacting
Marketing seniors at
Nike, Converse,
Quicksilver
- Focus more on
small businesses
- We keep the 30 sec
video duration
- Try to use already
existing video and
picture platforms
(YouTube, Facebook
etc.)
In person interviews
- Need for more
clarity in our
customer segments
Interested
Not Interested
Maybe what kind of contests?

7. Day 3: Doubt… 2 main ideas around the same initial principle emerging of our confrontation with customer
• Facebook, Instagram, Twit
ter, Pinterest and Vine
• Brands
(clothing, accessories, tec
hnology and food)
• Organize favorite brands
for the users
• Monitor number of
views/likes generated by
an uploaded video or a
picture
• Reward active users
• Liaise with brands
• Get: Monetize Social Activity
• Keep: Rewards
• Grow: Broadening recognition
and popularity
Customers
• Video and photo
campaigns to promote
favorite brands, events
and other products
• Winners receive awards
from their favorite brands
• Get: Visibility
• Keep: Brand Loyalty
• Grow: Reduce marketing spend
and increase recognition
• Merchandise and Product
Sponsors
• Advertising agencies
• Event organizers
Customers
• Ages 18-30
• Extensive social
networkers
• Party hoppers
• Short film makers
• Photographers
• Income <$80,000
• Art Aficionados
• Brand Enthusiasts
Brands
•
•
•
•
Storage servers
Office space
Developers
Startup capital
• Fixed costs: office space, domain name, licenses
• Variable costs: technical development, marketing data storage servers
Brands
• Cheap ads from and for
their targeted customers
• Superior
visibility, promotion and
exposure
• Brand Loyalty
• Diminished ad costs
1. Web and mobile platforms
2. USPS or just email to send
the rewards? How do we
store/retail the rewards
3. Monetary or non-monetary
dispatching ?
• Free for users but a fee for corporates ?
• Commission from brands
• Clothing &
Merchandise
• Electronics
• Automotive
• Food

8. Day 3: Doubt… 2 business models around the same initial principle emerging of our confrontation with customers
Hypothesis Experiments Conclusions
- Users would
participate to online
contests by uploading
30 seconds videos or
pictures
-Users would hashtag
brands they wear
when uploading
pictures if they are
rewarded
- Interviews in shops
on 5th Avenue
- Interviews downtown
(Bryant park and
more…)
-Interviews on the
street.
-Interviewed with
managers of a few
corporate brands
- Disagreement on our
value proposition: 2
different ideas… Need
for a clear decision
- 3 customer
archetypes found for
both of the 2 ideas
- For the contest
platform idea the MVP
= website prototype +
list of potential
contests users can
participate in
- A lot of users would
prefer to upload
pictures in stead of
videos

9. Day 4: Guided by the voice of the streets…
3: …or 2
Professional Photographers
and Video Producers
• YouTube, Facebook, Instag
ram, Twitter, Pinterest, Vin
e, and other niche social
networks
ab : both ideas;
• Monitor number of
views/likes generated by
an uploaded video or a
picture
• Control uploaded content
and prevent any fraud
• Liaise with brands
ab
: contests platform idea;
• Event organizers
Customers Segments
• Get: Columbia students contests
Express their creativity
• Keep:
Rewards from brands
Just-wanna-have-fun guys
Earn money
• Grow: Extremely Narrowed
Extreme sports passionate
Targets, contacted directly
Support NGOs and small
businesses
• Get:
• Keep:
Arty ones
Small Businesses Networking Events
Increased demand and visibilty
Instachicks
• Grow: Word Of Mouth
Social Media Presence
Hipsters
Benefit hunters
Brands
• Merchandise and Product
Sponsors
• Advertising agencies
: personal promotion idea
Customers
Organize video and
picture contests
• Brands
(clothing, accessories, tech
nology and food)
ab
•
•
•
•
Storage servers
Office space
Developers
Startup capital
• Fixed costs: office space, domain name, licenses
• Variable costs: technical development, marketing data storage servers
Brands
• Cheap ads from and for
their targeted customers
• Superior visibility,
promotion and exposure
• Brand Loyalty
• Diminished ad costs
1. Web and mobile platforms
2. USPS or just email to send
the rewards? How do we
store/retail the rewards
3. Monetary or non-monetary
dispatching ?
• Freemium for users
• Commission from brands
Extreme sports
equipment shops
Small businesses
Fashion Brands

10. Day 4: Testing the two visions…
Hypothesis Experiments Conclusions
Are small
businesses viable
customers?
Are “instachicks”
interested in
Bent?
- Users Interviews
downtown
- Extreme sports
equipment, ski
equipment shops
in SoHo
-Speak to small
boutique shops
-More interviews
with “Instachicks”
-Small business
are either not
interested or not
viable
-Retarget big
brands, schedule
calls for next
week.
-”Instachicks”
excited about
rewards for
hashtagging their
pictures
Small Businesses Interviews
4
3
2
1
we would be
interested in it!
1
Sounds
I like it but it's not I don't want more I don't care go
interesting but I
gonna work…
customers!
away!
am not the one
you should talk
to…

11. Day 5: … to the Final Business Model Canvas
• Facebook, Instagram, Twit
ter, Pinterest, Vine, and
other niche social
networks
• Organize favorite brands
for the users
• Monitor number of
views/likes generated by
an uploaded video or a
picture
• Reward active users
• Liaise with brands
• Brands
(clothing, accessories, tech
nology and food)
• Merchandise and Product
Sponsors
• Advertising agencies
• Event organizers
• Office space
• Developers
• Startup capital to reward
users before getting the
visibility
• Storage servers
• Fixed costs: office space, domain name, licenses
• Variable costs: technical development, marketing, data storage servers
Customers
• Video and photo
campaigns to promote
favorite brands, events
and other products
• Receive rewards for
“hashtagging” brands on
your picture
• Get: Monetize Social Activity
• Keep: Rewards
• Grow: Watermark pictures and
exclusivity
• Get: Visibility
• Keep: Brand Loyalty
• Grow: Reduce marketing spend
and increase recognition
Customers
Just-wanna-have-fun guys
Extreme sports passionate
Arty ones
Insta-chicks
Hipsters
Benefit hunters
Brands
Brands
• Cheap ads from and for
their targeted customers
• Superior
visibility, promotion and
exposure
• Brand Loyalty
• Diminished add costs
1. App stores
2. Electronic transaction for
money or email for coupon
as a reward
• Freemium for users
• Brand payments for the impact created by the users
Extreme sports
equipment shops
Small businesses
Fashion Brands

12. Conclusions
Customer archetype
Value definition
Exclusive Platform that allows users to
hashtag, upload and monitor brand impact
of their pictures in exchange for rewards.
•
Revenue Streams
• Average CPM of similar platforms is $1020. We use $6 where $5 goes to the
user per picture
• Assuming 50K users captured
• Revenue = 6MM per months
Meet with Advertising and Marketing experts to
Validate model feasibility
•
Identify and tie up with a CTO
•
• Get: Only certain popular users (more
than 500 followers) can join, therefore
creating exclusivity
• Grow: Watermark images uploaded by
the users to create virality effect
We might have a business which is
scalable!
Insta-chicks
Customer relations
• Keep: Consistently rewarding active
users for uploading and
“hashtagging”pictures
Next steps
Meet with brand representatives to ensure their
interests in our concept
•
Speak to more of the archetype customers about
how much they should earn to use our platform
•
20-35 years old
•
Brand aware, willing to demonstrate brands
•
•
Active social network users (posting on
average 1 picture per day)
Run experiments to measure the impact of
hashtagging brands on social networks
•
Design functioning platform
•
High number of followers (from 500 users)
•
Test the platform and adjust
•
Popular person with social influence
•
•
Kind of typical high school cheerleader
captain
Get traction by establishing relationship with key
strategic partners