1. Idea: A renren app that facilities event meeting in China colleges
User size: 20 million college students in China
Serviceable Addressable Market: US$ 100 million
Customer Interviewed: 154
Online Surveyed: 48

2. Yiye Jin Junhao Jiang
EE MS (candidate) EE MS (candidate)
UI & UX design System Architecture
Lu Li
MS&E MS (candidate)
Server-side development
Yinan Na Anthony Chow
CS MS (candidate) MS&E MS (candidate)
Client-side development Marketing & Analysis

3. Canvas #1: A renren app that facilities event meeting in China’ colleges
Test: Event Goer and Host Value Proposition
Test: Sponsors Value Proposition
Key Activities: Product Development, Marketing, Risk Mitigation
Test: Increase value for Event Goers
Pivot Canvas #2: A website that facilitates events organization in China
Test: Event Host Value Proposition
Pivot Canvas #3: A renren app that ranks and reviews all aspects of China
college campus life
Test: User Value Proposition

4. Event Host Event Goer
Name: An Qi Huang Name: Yu Zhou Wang
• Junior at Wuhan University, major in • Junior at Shanghai Jiaotong University,
Economics majoring in EE
• Loves music and psychology • Interested in a variety of sports, street
• Student leader of Yoga Club dancing, music and comics
• Organizes weekly yoga sessions • Actively finds events on renren.com, BBS
• Wants to attract many event attendants and through word of mouth

5. $200 initial user
acquisition/school
5% commission
$100 per year

7. Events Hosts: Events Hosts: post-
1. Promotion event feedback and
Cost reduction,
2. App Development China’s Market
increased reach, social connection
1. Renren.com 3. Marketing
2. Campus Map sponsor matching Event sponsors: Post- Users:
4. Early adopter
providers event feedback 1. Events goers
acquisition 0 Events Goers: 0
3. Companies with 2. Events Hosts
Event info
established aggregation, Social Customers:
network with influence 1. Local small
student body 1. Student bodies Distribution + user
businesses
4. Local “Groupon” connection Local Businesses: acquisition:
2. Events Hosts
companies 2. User base in renren Exposure to students Renren.com
3. Sponsor base in through web Sponsor acquisition:
“Groupon” advertisement, Local “Groupon”
0 companies 0 0
Attendants analysis companies 0 0
1. App design and development 1. Bid ranking for events
2. Server/Web Hosting 2. Sponsor recommendation
3. Marketing 3. Subscription for local businesses
0 0

8. Events Hosts: Events Hosts: post-
1. Promotion event feedback and
Cost reduction,
2. App Development China’s Market
increased reach, social connection
1. Renren.com 3. Marketing
2. Campus Map sponsor matching Event sponsors: Post- Users:
4. Early adopter
providers event feedback 1. Events goers
acquisition 0 Events Goers: 0
3. Companies with 2. Events Hosts
Event info
established aggregation, Social Customers:
network with influence 1. Local small
student body 1. Student bodies Distribution + user
businesses
4. Local “Groupon” connection Local Businesses: acquisition:
2. Events Hosts
companies 2. User base in renren Exposure to students Renren.com
3. Sponsor base in through web Sponsor acquisition:
“Groupon” advertisement, Local “Groupon”
0 0 0
Attendants analysis 0 0
Test: Value Proposition for Event goers/hosts
companies companies
1. App design and development 1. Bid ranking for events
2. Server/Web Hosting 2. Sponsor recommendation
3. Marketing 3. Subscription for local businesses
0 0

11. Events Hosts: Events Hosts: post-
1. Promotion event feedback and
Cost reduction,
2. App Development China’s Market
increased reach, social connection
1. Renren.com 3. Marketing
2. Campus Map sponsor matching Event sponsors: Post- Users:
4. Early adopter
providers event feedback 1. Events goers
acquisition 0 Events Goers: 0
3. Companies with 2. Events Hosts 68
Event info
established aggregation, Social Customers:
network with influence 68 1. Local small
student body 1. Student bodies Distribution + user
businesses
4. Local “Groupon” connection Local Businesses: acquisition:
2. Events Hosts
companies 2. User base in renren Exposure to students Renren.com
3. Sponsor base in through web Sponsor acquisition:
“Groupon” advertisement, Local “Groupon”
0 companies 0 0
Attendants analysis 0 0
companies
Test: Value Proposition for local businesses
1. App design and development 1. Bid ranking for events
2. Server/Web Hosting 2. Sponsor recommendation
3. Marketing 3. Subscription for local businesses
0 0

14. Events Hosts: Events Hosts: post-
1. Promotion event feedback and
Cost reduction,
2. App Development China’s Market
increased reach, social connection
1. Renren.com 3. Marketing
2. Campus Map sponsor matching Event sponsors: Post- Users:
4. Early adopter
providers event feedback 1. Events goers
acquisition 0 Events Goers: 0
3. Companies with 2. Events Hosts 68
Event info
established aggregation, Social Customers:
network with influence 68 1. Local small
student body 1. Student bodies Distribution + user
medium
4. Local “Groupon” connection Local Businesses: acquisition:
businesses
companies 2. User base in renren Exposure to students Renren.com
2. Events Hosts
3. Sponsor base in through web Sponsor acquisition:
“Groupon” advertisement, Local “Groupon”
0 0 19
Attendants analysis 0 19
companies companies
Key Activities
1. App design and development 1. Bid ranking for events
2. Server/Web Hosting 2. Sponsor recommendation
3. Marketing 3. Subscription for local businesses
0 87

17. Events Hosts: Events Hosts: post-
1. Promotion event feedback and
Cost reduction,
2. App Development China’s Market
increased reach, social connection
1. Renren.com 3. Marketing
2. Campus Map sponsor matching Event sponsors: Post- Users:
4. Early adopter
providers event feedback 1. Events goers
acquisition 37 Events Goers: 0
3. Companies with 2. Events Hosts
Event info
established aggregation, Social Customers: 68
network with influence 68 1. Local small
student body 1. Student bodies Distribution + user
medium
4. Local “Groupon” connection Local Businesses: acquisition:
businesses
companies 2. User base in renren Exposure to students Renren.com
2. Events Hosts
3. Sponsor base in through web Sponsor acquisition:
“Groupon” advertisement, Local “Groupon”
5 Aggressive Marketing
companies 8 19
Attendants analysis companies 0 19
1. App design and development 1. Bid ranking for events
2. Server/Web Hosting 2. Sponsor recommendation
3. Marketing 3. Subscription for local businesses
29 87

20. 1. Promotion Events Hosts:
2. App Development Cost reduction, Events Hosts: post-
1. Renren.com event feedback and
3. Marketing increased reach, China’s Market
2. Campus Map social connection
4. Early adopter sponsor matching
providers Users:
acquisition Event sponsors: Post-
3. Companies with Events Goers: 1. Events goers
5. Building overseas event feedback
established 37 Event info aggregation, 0 2. Events Hosts
network with Chinese networking
Social influence,
student body Customers: 68
overseas exposure,
4. Local “Groupon” 1. Student bodies inter-college, celebrity
111 1. Local small
Distribution + user
companies connection events medium
acquisition:
5. Overseas colleges 2. User base in renren businesses
Local Businesses: Renren.com
3. Sponsor base in 2. Events Hosts
“Groupon” Corps Exposure to students Sponsor acquisition:
4. Overseas connection by web advertisement, Local “Groupon”
5 41 Attendants analysis 19 companies 0 19
Test: Increase value proposition for event
goers design and development
1. App 1. Bid ranking for events
2. Server/Web Hosting 2. Sponsor recommendation
3. Marketing 3. Subscription for local businesses
62 87

24. 1. Promotion Events Hosts:
2. App Development Cost Events Hosts: post-
1. Renren.com event feedback and
3. Marketing reduction, increased China’s Market
2. Campus Map social connection
4. Early adopter reach, sponsor
providers Users:
acquisition matching Event sponsors: Post-
3. Companies with 1. Events goers
5. Building overseas event feedback
established Events Goers: 2. Events Hosts
network with Chinese networking
Event info
student body aggregation, Social Customers:
4. Local “Groupon” 1. Student bodies influence, overseas 1. Local small
Distribution + user
companies connection exposure, inter- medium
acquisition:
5. Overseas colleges 2. User base in renren college, celebrity businesses
Renren.com
3. Sponsor base in events 2. Events Hosts
“Groupon” Corps Sponsor acquisition:
4. Overseas connection Local Businesses: Local “Groupon”
Exposure to students companies
by web
advertisement, Attend
1. App design and development ants analysis 1. Bid ranking for events
2. Server/Web Hosting 2. Sponsor recommendation
3. Marketing 3. Subscription for local businesses

25. Event Hosts: Users:
1. Customer 1. Improve scheduling 1. Automated Service
Major SNS: Development China’s Market
2. Time reduction
1. Renren.com 2. Product 3. Multi-platform Restaurants/Retail
Users:
2. Weibo Development broadcast Shops:
Individual event
3. QQgroups 3. Marketing 0 4. Recommendations 1. Automated Service
0 hosts
4. Fetion SMS for event related
resources Customer:
F&B/Retail/Entert
F&B/Retail/Entertain Major SNS:
ainment Shops
1. Developer ment Shops: 1. Renren.com
2. Large user base 1. Targeted 2. Weibo
on all major SNS advertisement to 3. QQgroups
events that will 4. Fetion SMS
0 0 0 0 68
happen
1. App design and development Targeted Advertisements:
2. Server/Web Hosting Monthly subscription packages for
3. Marketing cost advertisement on our site.
0 19

26. Event Hosts: Users:
1. Customer 1. Improve scheduling 1. Automated Service
Major SNS: Development China’s Market
2. Time reduction
1. Renren.com 2. Product 3. Multi-platform Restaurants/Retail
Users:
2. Weibo Development broadcast Shops:
Individual event
3. QQgroups 3. Marketing 0 4. Recommendations 1. Automated Service
0 hosts
4. Fetion SMS for event related
resources Customer:
F&B/Retail/Entert
F&B/Retail/Entertain Major SNS:
ainment Shops
1. Developer ment Shops: 1. Renren.com
2. Large user base 1. Targeted 2. Weibo
on all major SNS advertisement to 3. QQgroups
events that will 4. Fetion SMS
0 0 0 0 68
happen
Test: Value Proposition for Event Hosts
1. App design and development Targeted Advertisements:
2. Server/Web Hosting Monthly subscription packages for
3. Marketing cost advertisement on our site.
0 19

28. Insight: Students have different focus during different stage of their college life.
Freshmen: Sophomore: Junior: Senior:
Uncertain about new Care more about Worry about next Settled for next steps
environment, want to know campus events and steps ( jobs, graduate in life and wants to
more about courses to take social life school, going abroad) enjoy the rest of
and which professors are and means to get college life (party
good them places, restaurants, an
d other fun places)

29. Idea: A website that allows college student to benefit from the wisdom of the crowd
in making decisions that will impact their lives socially and academically, and make
their campus life more colorful.
Product
…
Campus Retail Jobs/Interns
Courses Food
Events Shops hips

30. 1. Promotion Events Hosts:
2. App Development Cost Events Hosts: post-
1. Renren.com event feedback and
3. Marketing reduction, increased China’s Market
2. Campus Map social connection
4. Early adopter reach, sponsor
providers Users:
acquisition matching Event sponsors: Post-
3. Companies with 1. Events goers
5. Building overseas event feedback
established Events Goers: 2. Events Hosts
network with Chinese networking
Event info
student body aggregation, Social Customers:
4. Local “Groupon” 1. Student bodies influence, overseas 1. Local small
Distribution + user
companies connection exposure, inter- medium
acquisition:
5. Overseas colleges 2. User base in renren college, celebrity businesses
Renren.com
3. Sponsor base in events 2. Events Hosts
“Groupon” Corps Sponsor acquisition:
4. Overseas connection Local Businesses: Local “Groupon”
Exposure to students companies
by web
advertisement, Attend
1. App design and development ants analysis 1. Bid ranking for events
2. Server/Web Hosting 2. Sponsor recommendation
3. Marketing 3. Subscription for local businesses

31. Users: Users:
1. Make decision based on 1. Automated Service Users :
1. Renren.com 1. Customer Development wisdom of the crowd China college students
2. College administration 2. Product Development 2. Student
3. Marketing Local Businesses:
discounts/offers/deals 1. Personal service Customers :
3. Have fun Local businesses
0 Local Businesses: 0
1. Exposure to students
2. Traffic redirect
1. Large college student 3. Obtain customer Distribution/User
user base in renren.com feedback acquisition channel:
2. Content from college 1. Renren.com
administration
3. Details of local Content channel:
businesses around 1. BBS
campus 2. College students
0 4. 0
Connections to popular 0 3. School Administration
0 0
people in colleges 4. Business review sites
Sponsored Search:
1. App design and development Local business pay for traffic on cost-per-click (CPC) model
2. Server/Web Hosting Advertisements:
3. Marketing cost Monthly subscription packages for advertisement on our site.
0 Offers/Deals: 0
4. Content acquisition cost
Take a percentage cut of offers and deals placed on our site.

32. Users: Users:
1. Make decision based on 1. Automated Service Users :
1. Renren.com 1. Customer Development wisdom of the crowd China college students
2. College administration 2. Product Development 2. Student
3. Marketing Local Businesses:
discounts/offers/deals 1. Personal service Customers :
3. Have fun Local businesses
0 Local Businesses: 0
1. Exposure to students
2. Traffic redirect
1. Large college student 3. Obtain customer Distribution/User
user base in renren.com feedback acquisition channel:
2. Content from college 1. Renren.com
administration
3. Details of local Content channel:
businesses around 1. BBS
campus 2. College students
0 4. 0
Connections to popular 0 3. School Administration
0 0
Test: Value Proposition for College
people in colleges 4. Business review sites
1.
Students
App design and development
Sponsored Search:
Local business pay for traffic on cost-per-click (CPC) model
2. Server/Web Hosting Advertisements:
3. Marketing cost Monthly subscription packages for advertisement on our site.
0 Offer/Deals: 0
4. Content acquisition cost
Take a percentage cut of offers and deals placed on our site.

37. Events Hosts: Events Hosts: post-
1. Promotion event feedback and
Cost
2. App Development China’s Market
reduction, increased social connection
1. Renren.com 3. Marketing
2. Campus Map reach, sponsor Event sponsors: Post- Users:
4. Early adopter
providers matching event feedback 1. Events goers
acquisition 0 0
3. Companies with 2. Events Hosts
Events Goers:
established Event info Customers:
network with aggregation, Social 1. Local small
student body 1. Student bodies influence Distribution + user
businesses
4. Local “Groupon” connection acquisition:
2. Events Hosts
companies 2. User base in renren Local Businesses: Renren.com
3. Sponsor base in Exposure to students Sponsor acquisition:
“Groupon” through web Local “Groupon”
0 companies 0 0
advertisement, Atten companies 0 0
dants analysis
1. App design and development 1. Bid ranking for events
2. Server/Web Hosting 2. Sponsor recommendation
3. Marketing 3. Subscription for local businesses
0 0

38. Events Hosts: Events Hosts: post-
1. Promotion event feedback and
Cost
2. App Development China’s Market
reduction, increased social connection
1. Renren.com 3. Marketing
2. Campus Map reach, sponsor Event sponsors: Post- Users:
4. Early adopter
providers matching event feedback 1. Events goers
acquisition 0 0
3. Companies with 2. Events Hosts 68
Events Goers:
established Event info Customers:
network with aggregation, Social68 1. Local small
student body 1. Student bodies influence Distribution + user
businesses
4. Local “Groupon” connection acquisition:
2. Events Hosts
companies 2. User base in renren Local Businesses: Renren.com
3. Sponsor base in Exposure to students Sponsor acquisition:
“Groupon” through web Local “Groupon”
0 companies 0 0
advertisement, Atten 0 0
companies
dants analysis
1. App design and development 1. Bid ranking for events
2. Server/Web Hosting 2. Sponsor recommendation
3. Marketing 3. Subscription for local businesses
0 0

39. Events Hosts: Events Hosts: post-
1. Promotion event feedback and
Cost reduction,
2. App Development China’s Market
increased reach, social connection
1. Renren.com 3. Marketing
2. Campus Map sponsor matching Event sponsors: Post- Users:
4. Early adopter
providers event feedback 1. Events goers
acquisition 0 Events Goers: 0
3. Companies with 2. Events Hosts 68
Event info
established aggregation, Social Customers:
network with influence 68 1. Local small
student body 1. Student bodies Distribution + user
medium
4. Local “Groupon” connection Local Businesses: acquisition:
businesses
companies 2. User base in renren Exposure to students Renren.com
2. Events Hosts
3. Sponsor base in through web Sponsor acquisition:
“Groupon” advertisement, Local “Groupon”
0 0 19
Attendants analysis 0 19
companies companies
1. App design and development 1. Bid ranking for events
2. Server/Web Hosting 2. Sponsor recommendation
3. Marketing 3. Subscription for local businesses
0 87

40. Events Hosts: Events Hosts: post-
1. Promotion event feedback and
Cost reduction,
2. App Development China’s Market
increased reach, social connection
1. Renren.com 3. Marketing
2. Campus Map sponsor matching Event sponsors: Post- Users:
4. Early adopter
providers event feedback 1. Events goers
acquisition 37 Events Goers: 0
3. Companies with 2. Events Hosts
Event info
established aggregation, Social Customers: 68
network with influence 68 1. Local small
student body 1. Student bodies Distribution + user
medium
4. Local “Groupon” connection Local Businesses: acquisition:
businesses
companies 2. User base in renren Exposure to students Renren.com
2. Events Hosts
3. Sponsor base in through web Sponsor acquisition:
“Groupon” advertisement, Local “Groupon”
5 companies 8 19
Attendants analysis companies 0 19
1. App design and development 1. Bid ranking for events
2. Server/Web Hosting 2. Sponsor recommendation
3. Marketing 3. Subscription for local businesses
29 87

41. 1. Promotion Events Hosts:
2. App Development Cost reduction, Events Hosts: post-
1. Renren.com event feedback and
3. Marketing increased reach, China’s Market
2. Campus Map social connection
4. Early adopter sponsor matching
providers Users:
acquisition Event sponsors: Post-
3. Companies with Events Goers: 1. Events goers
5. Building overseas event feedback
established 37 Event info aggregation, 0 2. Events Hosts
network with Chinese networking
Social influence,
student body Customers: 68
overseas exposure,
4. Local “Groupon” 1. Student bodies inter-college, celebrity
111 1. Local small
Distribution + user
companies connection events medium
acquisition:
5. Overseas colleges 2. User base in renren businesses
Local Businesses: Renren.com
3. Sponsor base in 2. Events Hosts
“Groupon” Corps Exposure to students Sponsor acquisition:
4. Overseas connection by web advertisement, Local “Groupon”
5 41 Attendants analysis 19 companies 0 19
1. App design and development 1. Bid ranking for events
2. Server/Web Hosting 2. Sponsor recommendation
3. Marketing 3. Subscription for local businesses
62 87

42. 1. Promotion Events Hosts:
2. App Development Cost reduction, Events Hosts: post-
1. Renren.com event feedback and
3. Marketing increased reach, China’s Market
2. Campus Map social connection
4. Early adopter sponsor matching
providers Users:
acquisition Event sponsors: Post-
3. Companies with Events Goers: 1. Events goers
5. Building overseas event feedback
established Event info aggregation, 2. Events Hosts
network with Chinese networking
Social influence,
student body overseas exposure, Customers:
4. Local “Groupon” 1. Student bodies inter-college, celebrity 1. Local small
Distribution + user
companies connection events medium
acquisition:
5. Overseas colleges 2. User base in renren businesses
Local Businesses: Renren.com
3. Sponsor base in 2. Events Hosts
“Groupon” Corps Exposure to students Sponsor acquisition:
4. Overseas connection by web advertisement, Local “Groupon”
Attendants analysis companies
1. App design and development 1. Bid ranking for events
2. Server/Web Hosting 2. Sponsor recommendation
3. Marketing 3. Subscription for local businesses

43. Event Hosts: Users:
1. Customer 1. Improve scheduling 1. Automated Service
Major SNS: Development China’s Market
2. Time reduction
1. Renren.com 2. Product 3. Multi-platform Restaurants/Retail
Users:
2. Weibo Development broadcast Shops:
Individual event
3. QQgroups 3. Marketing 0 4. Recommendations 1. Automated Service
0 hosts
4. Fetion SMS for event related
resources Customer:
F&B/Retail/Entert
F&B/Retail/Entertain Major SNS:
ainment Shops
1. Developer ment Shops: 1. Renren.com
2. Large user base 1. Targeted 2. Weibo
on all major SNS advertisement to 3. QQgroups
events that will 4. Fetion SMS
0 0 0 0 68
happen
1. App design and development Targeted Advertisements:
2. Server/Web Hosting Monthly subscription packages for
3. Marketing cost advertisement on our site.
0 19

44. Event Hosts: Users:
1. Customer 1. Improve scheduling 1. Automated Service
Major SNS: Development China’s Market
2. Time reduction
1. Renren.com 2. Product 3. Multi-platform Restaurants/Retail
Users:
2. Weibo Development broadcast Shops:
Individual event
3. QQgroups 3. Marketing 0 4. Recommendations 1. Automated Service
0 hosts
4. Fetion SMS for event related
resources Customer:
F&B/Retail/Entert
F&B/Retail/Entertain Major SNS:
ainment Shops
1. Developer ment Shops: 1. Renren.com
2. Large user base 1. Targeted 2. Weibo
on all major SNS advertisement to 3. QQgroups
events that will 4. Fetion SMS
0 0 19
19 0 87
19
happen
1. App design and development Targeted Advertisements:
2. Server/Web Hosting Monthly subscription packages for
3. Marketing cost advertisement on our site.
0 19

45. 1. Promotion Events Hosts:
2. App Development Cost Events Hosts: post-
1. Renren.com event feedback and
3. Marketing reduction, increased China’s Market
2. Campus Map social connection
4. Early adopter reach, sponsor
providers Users:
acquisition matching Event sponsors: Post-
3. Companies with 1. Events goers
5. Building overseas event feedback
established Events Goers: 2. Events Hosts
network with Chinese networking
Event info
student body aggregation, Social Customers:
4. Local “Groupon” 1. Student bodies influence, overseas 1. Local small
Distribution + user
companies connection exposure, inter- medium
acquisition:
5. Overseas colleges 2. User base in renren college, celebrity businesses
Renren.com
3. Sponsor base in events 2. Events Hosts
“Groupon” Corps Sponsor acquisition:
4. Overseas connection Local Businesses: Local “Groupon”
Exposure to students companies
by web
advertisement, Attend
1. App design and development ants analysis 1. Bid ranking for events
2. Server/Web Hosting 2. Sponsor recommendation
3. Marketing 3. Subscription for local businesses

46. Users: Users:
1. Make decision based on 1. Automated Service Users :
1. Renren.com 1. Customer Development wisdom of the crowd China college students
2. College administration 2. Product Development 2. Student
3. Marketing Local Businesses:
discounts/offers/deals 1. Personal service Customers :
3. Have fun Local businesses
0 Local Businesses: 0
1. Exposure to students
2. Traffic redirect
1. Large college student 3. Obtain customer Distribution/User
user base in renren.com feedback acquisition channel:
2. Content from college 1. Renren.com
administration
3. Details of local Content channel:
businesses around 1. BBS
campus 2. College students
0 4. 0
Connections to popular 0 3. School Administration
0 0
people in colleges 4. Business review sites
Sponsored Search:
1. App design and development Local business pay for traffic on cost-per-click (CPC) model
2. Server/Web Hosting Advertisements:
3. Marketing cost Monthly subscription packages for advertisement on our site.
0 Offers/Deals: 0
4. Content acquisition cost
Take a percentage cut of offers and deals placed on our site.

47. Users: Users:
1. Make decision based on 1. Automated Service Users :
1. Renren.com 1. Customer Development wisdom of the crowd China college students
2. College administration 2. Product Development 2. Student
3. Marketing Local Businesses:
discounts/offers/deals 1. Personal service Customers :
3. Have fun Local businesses
0 Local Businesses: 0
1. Exposure to students
2. Traffic redirect
1. Large college student
3. Obtain customer Distribution/User
user base in renren.com
feedback acquisition channel:
2. Content from college
1. Renren.com
administration
3. Details of local Content channel:
businesses around 1. BBS
campus 2. College students
0 4. 0
Connections to popular 16 3. School Administration
0 16
people in colleges 4. Business review sites
Sponsored Search:
1. App design and development Local business pay for traffic on cost-per-click (CPC) model
2. Server/Web Hosting Advertisements:
3. Marketing cost Monthly subscription packages for advertisement on our site.
0 Offers/Deals: 0
4. Content acquisition cost
Take a percentage cut of offers and deals placed on our site.