1. Unilifer
Local solutions for your student life needs
Unilifer
Team 22
 Bo Jin  Fabio Silva  Long Wang  Renato Rosiak
Day 5
Computer Science Operations Research Management Science
& Engineering
Management Science
& Engineering
Interviews (total so far):
 62 users + 39 shops = 101
 Clicks: 52
 Sign-up: 2
Ads experiment:

2. Unilifer Day 1 Canvas
Problem/need: shops are
not known by the students,
increase sales
Value: help students find
shops around campus to
fulfill their needs
Problem/need: students
don’t have enough
information about shops,
save time and money
Product:
• High-quality content
• Students
recommendation
Value: increase the
exposure within the
students community
Product:
• Platform to market their
products to students
• Analytical reports
Get: social media, word of
mouth, CU website, Google
Keep: badges/points
Grow: stimulate
recommendations
Get: offer a trial version
Keep: offer analytical
reports
Grow: improve list for each
shop
App stores (Google Play,
Apple Store)
Social Media plug-in
Sales force, in-person
approach
University students, aged
between 18-29, living on
their own for perhaps the
first time
Shops around campus
Advertisement channels
App infrastructure
Maps provider
Initial: dev cost,
infrastructure
Variable:
promotion, sales
force
Maintenance: HR
(developers)
App development
Data collection
Promotion
Ads management
Data: detailed list of
shops and products
HR: software
engineering, sales force
Subscription Ads
Fee per # of
customers

3. Unilifer Here’s what we thought about Value Proposition
Students Shops
Students don’t know
about the shops
around campus
Shops are not known
by the student
Help students find
shops around
campus
Increase the
exposure within
students community
Problem/pain
Value

4. Unilifer Day 2 Canvas
Problem/need: shops are not
known by the students ?????,
increase sales
Value: help students find shops
compare their current option
with others options around
campus.
Problem/need: students don’t
have enough info about shops
are not aware of the best
options of shops, save time &
money.
Product:
• High-quality content,
focusing on price
• Students recommendation
Value: increase the exposure
within the students community
Product:
• Platform to market their
products to students
• Analytical reports
Get: social media, word of
mouth, CU website, Google
Keep: badges/points
Grow: stimulate
recommendations
Get: offer a trial version
Keep: offer analytical
reports
Grow: improve list for each
shop
App stores (Google Play,
Apple Store)
Social Media plug-in
Sales force, in-person
approach
• University students,
aged between 18-29,
living on their own for
perhaps the first time,
urban areas.
Shops around campus that
• are student-oriented
• are new entrants or still
unknown
Advertisement channels
App infrastructure
Maps provider
Initial: dev cost,
infrastructure
Variable:
promotion, sales
force
Maintenance: HR
(developers)
App development
Data collection
Promotion
Ads management
Data: detailed list of
shops and products
HR: software
engineering, sales force
Subscription Ads
Fee per # of
customers
• Faculty members

5. Unilifer Key Learnings (12)
Students Shops
Students don’t know
about the shops
around campus
Students stick to
their ≈5 current
options
Shops are not known
by the student
Nearby shops are
known and don’t
care about exposure
Students can’t find
where to purchase
very specific needs
Urban areas
Help students find
shops around
campus
Compare their option
to other options
(price, students
recommendation)
Maybe there are some problems
with our questions...

6. Unilifer Day 3 Canvas
Problem/need: shops are not
known by the students shops
spend time and effort
marketing themselves to
students, increase sales
Value: help students find shops
compare their current option
with others options around
campus.
Problem/need: students don’t
have enough info about shops
are not aware of the best
options of shops, save time &
money.
Product:
• High-quality content
• Price comparison
• Students recommendation
• Special offers
Value: increase the exposure
within the students community
Product:
• Platform to advertise the
shop services to students
• Analytical reports
Get: social media, word of
mouth, CU website, Google
Keep: badges/points
Grow: stimulate
recommendations
Get: offer trial version ???
Keep: offer analytical
reports ???
Grow: improve list for each
shop ???
App stores (Google Play,
Apple Store)
Social Media plug-in
Sales force, in-person
approach
• University students,
aged between 18-29,
living on their own for
perhaps the first time,
urban areas
Small or medium shops
around campus that
• are actively engaged
towards the students
• are new entrants or still
unknown
Advertisement channels
App infrastructure
Maps provider
Initial: dev cost,
infrastructure
Variable:
promotion, sales
force
Maintenance: HR
(developers)
App development
Data collection
Promotion
Ads management
Data: detailed list of
shops and products
HR: software
engineering, sales force
Subscription
Ads to ranking
Ads
Fee per # of
customers
• Faculty members
Freemium

7. Unilifer Key Learnings (23)
Students Shops
• High-quality
content (price)
• Students
recommendation
• Price comparison
• Students
recommendation
• Special offers
No urgent pain for
nearby shops.
Satisfied with their
current student
customer base.
If they don’t feel they have a pain,
it’s time to switch the targeted
customers
Some shops are
actively engaged
towards the students
(events, offers,
sports,…)
Shops are not known
by the student

8. Unilifer Day 4 Canvas
Problem/need: shops spend
time and effort marketing
themselves to students, distant
shops have less exposure to the
students, increase sales
Value: help students compare
their current option with others
options around campus.
Problem/need: students are
not aware of the best options
of shops, save time & money.
Product:
• Price comparison
• Students recommendation
• Special offers
Value: increase the exposure
within the students community
Product:
• Platform to advertise the
shop and its special offers
to students
Get: social media, CU
website, ads, e-mail blast,
on-campus campaign
Keep: badges/points
Grow: referrals
Get: offer trial ads
Keep: offer analytical
reports
Grow: account manager
App stores (Google Play,
Apple Store)
Sales force, in-person
approach
• University students,
aged between 18-29,
living on their own for
perhaps the first time,
urban areas
Small or medium shops
around campus that are
• not well-located (>15-
min walking distance
from Columbia)
• actively engaged
towards the students
• aware about other
similar/related mobile
apps.
Advertisement channels
App infrastructure
Maps provider
Initial: dev cost,
infrastructure
Variable:
promotion, sales
force
Maintenance: HR
(developers)
App development
Data collection
Promotion
Ads management
Data: detailed list of
shops and products
HR: software
engineering, sales force
Ads
% per
transactionFreemium
Page for Business Owners

9. Unilifer Key Learnings (34)
Students Shops
No urgent pain for
nearby shops.
Satisfied with their
current student
customer base.
Students may get
annoyed by the ads
Students don’t mind
walking more to get
special offers
Distant shops are
aware of
similar/related apps
Distant shops (15-
min walking) have a
pain to be solved:
they have less
exposure to the
student community
but…
They know it and take
action about it!
Distant shops are
actively engaged
towards the students
(events, offers,
sports,…)
“Yes! Please, come back
before you launch it”
“We will do everything to
attract students”
Prepared an MVP to test key
features and get feedback

10. Unilifer Customer archetype
• Columbia University students
• Aged between 18-29
• Living on their own
• Interested in cheap price
• Trust friends’ recommendation
• Interested in special offers
• Small shops around campus
• Not well-located (>15-min walking
distance from Columbia)
• Actively engaged towards the student
community
• Aware about other similar apps
Zhewei Metro Diner (Broadway and 100th St.)

11. Unilifer Value Proposition testing with MVP

12. Unilifer Get Strategy test on Facebook
6,005 reach
52 unique clicks
2 sign-up
3.8% conversion rate
0.866% Click through rate
$ 32.66 in 30h

13. Unilifer Day 5 Canvas
Problem/need: distant shops
have less exposure to the
students, increase sales
Value: help students compare
their current option with others
options around campus.
Problem/need: students are
not aware of the best options
of shops, save time & money.
Product:
• Price comparison
• Students recommendation
• Special offers
Value: increase the exposure
within the students community
Product:
Platform to advertise the shop
and its special offers to
students
Get: social media, ads,
email blast, on-campus
campaign
Keep: badges/points
Grow: referrals
Get: offer trial ads
Keep: offer analytical
reports
Grow: account manager
App stores (Google Play,
Apple Store)
Sales force, in-person
approach
University students, aged
between 18-29, living on
their own for perhaps the
first time, urban areas
Small or medium shops
around campus that are
• not well-located (>15-
min walking distance
from Columbia)
• actively engaged
towards the students
• aware about other
similar/related mobile
apps.
Advertisement channels
App infrastructure provider
(AWS)
Maps provider
Fixed: App infrastructure,
salaries for sales force and
developers
Variable: Cost of
students acquisition
App
development/maintain
Data collection
Promotion Students and
shops acquisition
Ads/Campaign
management
Data: information of
shops and products,
reviews
HR: software
engineering, sales force
Charge per
Ad
% per
transactionFreemium
Page for Business Owners
Charge
per visitor

14. Unilifer Key Learnings (45)
Students Shops
E-mails blast would
not work
On-campus
campaign may be a
good get strategy in
the first days
Shops may pay for %
per transaction
(e.g. Seamless)
Inclined to pay for a
certain amount of
ads after free trial
(get strategy)
Shops would prefer
to pay a fee after a
certain # of students
are converted

15. Unilifer Customer Relationships & Channels
Ads
Email Blast
On-campus
campaign
Social media
Page for business owners
Sales force

16. Unilifer Revenue Model
Charge per ads
Charge per # of students attracted
to the shop
“I will do anything to attract students!”
“If you bring me 20 students every month,
I will pay.”
+ 20?

17. Unilifer Competitive Landscape
Location-based
Special
offersMedia

18. Unilifer Competitive Landscape
Location-based
Special
offersMedia
Only two
focused on
students!

19. Unilifer Where do we go from here?
1. Find the best revenue model to start with
• Still a lack of pattern regarding the most preferred revenue models by shop owners
• Further explore through interviews and check how other players are monetizing
2. Understand if we can get viral
• Try to optimize Facebook/Ads experiments, test different alternatives
• Make an on-campus campaign
3. Start growing our shop database
• Could we get crowdsourcing by students/by shops?
• What would make them want to help us?
4. Still not clear about how to scale for different universities
• Is the product-market fit the same around other campuses?
• Run some Customer Discovery on NYU, for example