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Class Presentation slides 05092016 vF
- 1. The app for organizing a group night out in New York City Team 5 Ben Backup, Chris Collins, Martin Ma, Benjamin Zhang E-learning: Market Entry Options CREW CREW: “BRING THE WHOLE CREW TOGETHER”
- 2. CREW Agenda • Concept overview • Tech stack overview • Screen & feature walkthrough • Business plan highlights 1
- 3. CREW CREW: The Value Proposition 2 CREW MAKES GROUP OUTINGS EASIER TO PLAN AND MORE FUN TO ATTEND… ….IT HELPS EVENT ORGANIZERS BY SMOOTHLY SOURCING ALL GUEST AVAILABILITIES & VENUE PREFERENCES …IT HELPS GUESTS BY SUGGESTING TIMES AND LOCATIONS THAT ARE OPTIMAL FOR THE ENTIRE GROUP
- 4. CREW CREW: Overview of the concept 3 Problem Solution Monetization • Planning a night out in New York City is unbearably challenging ̶ Tremendous effort on behalf of the organizer ̶ Aligning calendars is very painful ̶ It’s hard to satisfy everyone (or even most people) ̶ Too many choices – feels like a missed opportunity when things go wrong • CREW takes the pain out of putting a group together ̶ Easily generates & distributes simple surveys to collect preferences (Survey takes less than 2 minute to create. Less 2 minute to complete) ̶ Collects preferences and runs algorithm to generate recommendations ̶ Recommendations take into account: date & time, cuisines, neighborhoods, price ̶ Host can then chose from the five very best options for the event • Hyper captive audience generates rich advertising atmosphere ̶ Immediate: Advertising based model based – can display ads for restaurants near the algorithm’s recommendation ̶ Longer term: potential for restaurants to sponsor deals through the app (e.g. after going to [restaurant] stop by [advertiser’s bar] for $3 beers
- 5. CREW How it works: the user experience 4 Select Option & Send InvitesGenerate RecommendationsPreview Options View Progress & Send Reminders Guests RespondHost Creates Survey • Host gives event name • Specifies options for the following • Dates & times • Cuisines • Neighborhoods • Price ranges • Inputs guests emails and sends survives • Guests respond to the host’s options • Responds with ALL satisfactory choices, not just #1 choice • Host checks response statuses and send reminders with 1-click • “Preview” recommendations at any time ̶ Executes recommendations algorithm using the available responses • Final recommendations are calculated when all guests respond (or the survey expires) • Recommendation algorithm suggests options that satisfy the maximum number of preferences • Lists best time option (or options if tied) • Lists five most ideal venues • Host can choose favorite option and send invitations directly in app
- 6. CREW Agenda • Concept overview • Tech stack overview • Screen & feature walkthrough • Business plan highlights 5
- 7. CREW System Overview and technology stack 6 Organizer Survey Creator Progress Viewer Result Viewer Invitation Sender DATABASE Distributor Script Respondents Response Provider Thank You View (Ad) Invitation Script Matching Script Yelp Organizer Primary UI Views Respondent UI Views HTML/CSS View Database Script API / External Web Primary Workflow1 1. Does not include account creation workflow 1 2 3 4 65 7 8 Organizer Survey Creator Progress Viewer Result Viewer Invitation Sender DATABASE Distributor Script Respondents Response Provider Thank You View (Ad) Invitation Script Matching Script Yelp Organizer Primary UI Views Respondent UI Views HTML/CSS View Database Script API / External Web Primary Workflow1 1. Does not include account creation workflow 1 2 3 4 65 7 8
- 8. CREW Entity-Relationship Data Model 7 UserId Email Password First Name Last Name Survey Id User ID Expiration Date Name Respondents Preferences Recommendations Question Id Title Choices Id Question ID Name Value Code Answer Id Surve y ID Question ID Response Code
- 9. CREW The recommendation algorithm process 8 Collect Inputs Consolidated Inputs Determine Winners Create query URL Scrape Yelp Store / Display Responses • Collect inputs from guest response forms – guest select all that satisfy, not just #1 choice • Responses are stored in lists of Booleans (e.g. guest_1 cuisine choices = [1, 0, 0, 1, 1] (where position in list corresponds to cuisine option) • Responses are consolidated into lists of sums for each question • E.g. all guest cuisine choices = [3,1,2,1,3] (where position in list corresponds to cuisine option) • If one choice gets the most the votes, that single choice is the “winner” • If multiple choices tie with the most votes, both choices are “winners” (e.g. if Italian & American receive the same number of votes, both cuisine types are queried) • Match the winning choice(s) for the syntax that is used in a Yelp URL (e.g. “Italian” = ‘Italian,Pizza’) • If only one price range wins, it may be grouped with another price range to expand the search • The URL portions from all choices are concatenated to create a Yelp URL • The Yelp URL is passed to Yelp using BeautifulSoup • The yelp page is scraped to take the top 5 restaurants with most reviews (research revealed that the # of reviews is by far the best indicator of quality) • The results of the page scraped are then stored in a json object and passed to the database • Results are displayed in the app by pulling the json object and displaying the contents on the page
- 10. CREW Challenges encountered 9 • Installing python packages on websys3 Rights access issues, websys crashing, etc. • Price range data not exposed in Yelp API Forced to switch to web scraping • Yelp website goes down while we are integrating the app components Led to confusion as we could not identify the break – turns out, Yelp was broken Lost an hour waiting
- 11. CREW Agenda • Concept overview • System overview • Screen & feature walkthrough • Business plan highlights 10
- 12. CREW Login Workflow 11 CREW Bring the whole crew together Username Password Create an account Submit e.g. John SmithName: e.g. jsmith@mail.comE-mail: at least 6 charactersPassword: Re-type password Confirm Password: CREW Registration Successful! Continue to Crew Log Out CREW App Login Account creation Login created
- 13. CREW Home Screen 12 CREW Hey [username]! Organize New Event View My Events Respond to Survey Settings [USERNAME] Home screen navigator
- 14. CREW Survey Creation Workflow (part 1) 13 CREW Organize Event [USERNAME] Step #1: Give your event a name Select Date Select Start Time Select End Time + e.g. Team 5 night out Step #2: Create time options for guests to choose from CREW Organize Event [USERNAME] Step #2: Set neighborhood options SELECT ALL No. Manhattan East Harlem UES UWS Hell’s Kitchen Chelsea West & Greenwich Village So. Manhattan East Village & LES Murray Hill & Kips Bay Midtown East Set date & time Set neighborhoods Date Start End 5/9 7:00 PM 9:00 PM 5/10 8:00 PM 10:00 PM 5/11 8:00 PM 10:00 PM NEXT STEP NEXT STEP
- 15. CREW Survey Creation Workflow (part 2) 14 CREW[USERNAME] CREW[USERNAME] Set cuisines Set price ranges ✓ Just Drinks ✓ Italian ✓ American ✓ Indian & Pakistani French & German Seafood ✓ Mexican Organize Event Step #3: Set cuisine options NEXT STEP Organize Event Step #4: Set price options $ $$ $$$ $$$$ Select All NEXT STEP
- 16. CREW Survey Creation Workflow (part 3) 15 CREW[USERNAME] CREW[USERNAME] Add Invitees Creation completion FINISH Organize Event Step #5: Invite friends VIEW PREVIOUS GUESTS select previous guests -or- invite new individual guests Type friend’s email ADD -or- paste a guest list separate emails with a comma Paste emails Congrats! Your Crew survey has been sent! Survey ID: #### View My Events [Event Name]
- 17. CREW Survey Response Workflow (part 1) 16 CREW Survey To [recipient email] Hey! [username] is organizing [eventname] and wants your input! Please take one minute let [username] know your preferences by completing this CREW survey: crewsurveylink.ourdomain.com Thanks! The CREW Team About CREW CREW is the app that makes it easy to bring the whole crew together. Crew helps users survey their guests to pick a date, location and venue that everyone will love. Not a CREW user? Join us to start planning hassle free events [USERNAME] is organizing [EVENT NAME] and wants your input!
- 18. CREW Survey Response Workflow (part 2) 17 CREW[USERNAME] CREW[USERNAME] Invite screen Respond date & time [USERNAME] is organizing [EVENTNAME] Start 1 minute long survey Your preferences for date, cuisine type, price range, and neighborhood have been requested by [USERNAME]. All responses are anonymous! Date Start End 5/9 7:00 PM 9:00 PM 5/10 8:00 PM 10:00 PM 5/11 8:00 PM 10:00 PM Your Response Step #3: Select cuisines NEXT STEP
- 19. CREW Survey Response Workflow (part 3) 18 CREW[USERNAME] CREW[USERNAME] Respond neighborhood Respond cuisine CREW Your Response [USERNAME] Step #2: Select neighborhoods NEXT STEP SELECT ALL Chelsea West & Greenwich Village So. Manhattan East Village & LES Murray Hill & Kips Bay ✓ Just Drinks ✓ Italian American Indian & Pakistani ✓ Mexican Your Response Step #3: Select cuisines NEXT STEP
- 20. CREW Survey Response Workflow (part 4) 19 CREW[USERNAME] CREW[USERNAME] Respond Price Range Response Completion Step #4: Set price options $ $$ $$$ $$$$ Select All FINISH Your Response Response Sent! Hope you can make it to [EVENT NAME] [USERNAME] will be in touch with scheduling details! Thanks for using CREW Create a profile so that your can organize events
- 21. CREW View Recommendations (part 1) 20 CREW[USERNAME] CREW[USERNAME] View My Events Event homepage View Event Details Survey ID: #### View Recommendations [Event Name] [Survey Status] Send Reminders # of ## have submitted ID# [Event Name] E ID# [Event Name] E ID# [Event Name] C ID# [Event Name] C ID# [Event Name] W ID# [Event Name] E ID# [Event Name] E View My Events My Events: VIEW
- 22. CREW View Recommendations (part 2) 21 CREW[USERNAME] Reminders sent page View My Events Survey ID: #### [Event Name] Reminders sent to: [guest email] [guest email] [guest email] [guest email] [guest email] Back to event home
- 23. CREW View Recommendations (part 3) 22 CREW[USERNAME] CREW[USERNAME] View Recommendations - Preview CREW Preview for Survey ID: #### [Event Name] PREVIEW 1 [Restaurant Name] [Cuisine] [Address] [Neighborhood] [Price range] [Website link] 2 [Restaurant Name] [Cuisine] [Address] [Neighborhood] [Price range] [Website link] 3 [Restaurant Name] [Cuisine] [Address] [Neighborhood] [Price range] [Website link] Back to event home CREW Recommendations for Survey ID: #### [Event Name] 1 [Restaurant Name] [Cuisine] [Address] [Neighborhood] [Price range] [Website link] 2 [Restaurant Name] [Cuisine] [Address] [Neighborhood] [Price range] [Website link] 3 [Restaurant Name] [Cuisine] [Address] [Neighborhood] [Price range] [Website link] Back to event home View Recommendations - Final
- 24. CREW Agenda • Concept overview • System overview • Screen & feature walkthrough • Business plan highlights 23
- 25. CREW Business model highlights Business is low cost & word-of-mouth driven. Revenue streams built around advertising and promotion sales 24 3 C’s 4 P’s Target Customers • Young, social Manhattanites – especially “coordinators”, i.e. people who like to organize and entertain • EA’s and young professionals – individuals responsible for planning team outings for their co-workers Competition • Yelp directly – for groups / organizers who know what they want, they can go directly to Yelp • Calendar apps – Outlook, Google, Doodle all have the ability to align free times • All solutions we’ve found are disparate: our value proposition is bringing it together Company • Company will remain streamlined and low cost • If we choose to scale, additional resources required: advertising salesforce, marketing, development (for functionality extensions) Product • Core product is in place • Potential extensions into new cities / geographies, more event types Placement (distribution) • App will be available in iPhone / Android app stores • Guests to not need the app – the survey can be completed in any web browser Promotion • Day 1 marketing is word-of-mouth driven • Potential to target “coordinators” directly via services like BuzzAgent Pricing (free for users) • For advertisers • Day 1 – Generic advertising (e.g. AdWords) • Day 2 – Provide channel for targeted promotions (priced higher)
- 26. CREW Competitive Analysis Crew integrates all the functionality needed to plan a group night out into one seamless solution 25 Product Examples Time Availability Group Preferences Restaurant Options Restaurant Recommendations Calendar Apps Survey Apps Review sites Recommendation services Crew CREW
- 27. CREW Growth vectors 26 New York Saturation Geographic Expansion Advertising Extensions 1 2 3 Grow base of NYC users Guests to not need the app to fill out a survey At the end of each guest survey, there is a link to create account / instructions to download app Aspiration: • CREW is adopted by key coordinators in social groups • Knowledge of app diffuses through guest surveys • Some guests decide to download app and become hosts Expand to other locations Urban expansion • Large cities have the same “neighborhood” filters as NYC • Easy to recreate NYC experience in these urban environments • “Rinse & repeat” play Suburban / rural expansion • Suburban / rural expansion would require integration with GPS location • Location question morphs to ask in terms of current location more users = more surveys = more ads higher value ads = higher prices Extend into promotion offering CREW knows which groups will be where, and when Opportunity to market promotions for nearby locations E.g. “After a great Italian meal at [recommended restaurant] head over to [advertising bar] for $1 off all drinks” Hypothesis is that restaurants would have high willingness to pay for such a rich & targeted promotion channel
- 28. CREW Customer Analysis: Age and location Our target users are between 15-40 years old, mostly concentrated in mid-to-lower Manhattan 27 11 9 7 7 6 5 5 4 3 2 0 2 4 6 8 10 12 0% 25% 50% 75% 100% Thousands Projected user locations (at scale) Population in target age demographic Population outside targe age demographic CREW users at scale - 4,170 10,764 19,717 11,879 5,107 2,166 1,051 509 469 453 -0% 6% 9% 10% 7% 4% 2% 1% 1% 1% 1% 0%0% 2% 4% 6% 8% 10% 12% - 5,000 10,000 15,000 20,000 25,000 Under 14 15 to 19 20 to 24 25 to 29 30 to 34 35 to 39 40 to 44 45 to 49 50 to 54 55 to 59 60 to 64 65+ Projected user age demographics (at scale) Users Users as % of total At scale (30 months) we anticipate having ~55,000 registered users… …key neighborhoods will have many young people and high restaurant density #ofusers %oftotalpopulation %peopleintargetdemographic #ofactiveCREWusers We expect ~90% all users to be between 15-40 years old Most users will be in areas with many young people reside
- 29. CREW Illustrative financial scenarios within NYC Similar patterns would be found in other geographies upon expansion 28 Future CREW Revenue Growth in NYC Launch Revenue Scale Trigger 1 2 3 Failure to achieve liftoff 1 Users catch-on, advertisers don’t 2 User growth attracts advertisers 3 Advertisers willing to pay for rich promotion channel • App doesn’t catch-on, never achieves scale • No meaningful return generated • App goes viral and experiences exponential user growth • More users & surveys generate return, but advertiser WTP is flat • App goes viral and experiences exponential user growth • Further growth fueled by increase in advertiser WTP for promotions Deep Dive on next page
- 30. CREW Deep dive on attractive scenario (charts) Even with conservative projections, CREW can generate a meaningful amount of revenue at very little cost 29 0 5 13 34 76 141 206 248 268 276 0 50 100 150 200 250 300 0 3 6 9 12 15 18 24 27 30 Thousands Hosts, Surveys & Response Visualization Hosts # of surveys created # of responses $- $0 $0 $1 $5 $10 $16 $20 $22 $23 0 5 10 15 20 25 0 3 6 9 12 15 18 24 27 30 Thousands Revenue Generation Revenue per quarter (CPM) Revenue per quarter (Promo) Total Revenue Host growth drives growth is survey creation and response completion… …generic advertising generates anemic cash flows, but promotions are lucrative Key Assumptions At scale Revenue per month: $7.7K Revenue per year: $93K User capture as outlined on slide 25 Users creating a survey every: 2 months – 20%, 1 per month – 60%, 2 per month – 10%, 3 per month – 5%, 4 a month – 5% Avg. guest completing survey per event = 4 Ad impressions per host = 2; ad impressions per guest = 2 CPM = $4 % of groups offered customer promotion scales from 0% to 58% across the 30 months CREW revenue per 1 group promotion = $0.50
- 31. CREW Deep dive on attractive scenario (spreadsheet backup) See below for calculations driving charts on slide 27. Assumptions outlined on slide 25 & 27 30 Months 0 3 6 9 12 15 18 24 27 30 S-Curve Coefficients 0.007 0.018 0.047 0.119 0.269 0.500 0.731 0.881 0.953 0.982 56283.25955 Number of Active Users - 1,012 2,669 6,709 15,137 28,142 41,146 49,574 53,614 55,271 Surveys per user / month 0.5 20% 20% 20% 20% 20% 20% 20% 20% 20% 20% 1 60% 60% 60% 60% 60% 60% 60% 60% 60% 60% 2 10% 10% 10% 10% 10% 10% 10% 10% 10% 10% 3 5% 5% 5% 5% 5% 5% 5% 5% 5% 5% 4 5% 5% 5% 5% 5% 5% 5% 5% 5% 5% # of surveys created 0.5 - 101 267 671 1,514 2,814 4,115 4,957 5,361 5,527 1 - 607 1,602 4,025 9,082 16,885 24,688 29,744 32,168 33,163 2 - 202 534 1,342 3,027 5,628 8,229 9,915 10,723 11,054 3 - 152 400 1,006 2,271 4,221 6,172 7,436 8,042 8,291 4 - 202 534 1,342 3,027 5,628 8,229 9,915 10,723 11,054 Total surveys created - 1,265 3,337 8,386 18,921 35,177 51,433 61,968 67,017 69,089 Avg. Guests 4 4 4 4 4 4 4 4 4 4 Number of Responses - 5,062 13,346 33,546 75,684 140,708 205,732 247,871 268,070 276,355 Impression per host 2 2 2 2 2 2 2 2 2 2 Hosts Impressions - 2,531 6,673 16,773 37,842 70,354 102,866 123,935 134,035 138,177 Impressions per guest 2 2 2 2 2 2 2 2 2 2 Guest Impressions - 10,123 26,693 67,091 151,369 281,416 411,464 495,741 536,140 552,709 Impressions per quarter - 15,185 40,039 100,637 227,053 422,124 617,195 743,612 804,210 829,064 Impressions per month - 5,062 13,346 33,546 75,684 140,708 205,732 247,871 268,070 276,355 Revenue per month (CPM $4) -$ 20.25$ 53.39$ 134.18$ 302.74$ 562.83$ 822.93$ 991.48$ 1,072.28$ 1,105.42$ Revenue per quarter -$ 60.74$ 160.16$ 402.55$ 908.21$ 1,688.50$ 2,468.78$ 2,974.45$ 3,216.84$ 3,316.26$ Rich advertising % groups offered coupon 0% 0% 10% 20% 40% 50% 52% 54% 56% 58% Cost per promotion $0.50 $0.50 $0.50 $0.50 $0.50 $0.50 $0.50 $0.50 $0.50 $0.50 Groups offered Discount - - 111 559 2,523 5,863 8,915 11,154 12,510 13,357 Revenue from discount -$ -$ 56$ 280$ 1,261$ 2,931$ 4,458$ 5,577$ 6,255$ 6,679$ Revenue per quarter -$ -$ 167$ 839$ 3,784$ 8,794$ 13,373$ 16,731$ 18,765$ 20,036$ Revenue per quarter (CPM) -$ 61$ 160$ 403$ 908$ 1,688$ 2,469$ 2,974$ 3,217$ 3,316$ Revenue per quarter (Promo) -$ -$ 167$ 839$ 3,784$ 8,794$ 13,373$ 16,731$ 18,765$ 20,036$ Total Revenue -$ 61$ 327$ 1,241$ 4,692$ 10,483$ 15,841$ 19,706$ 21,982$ 23,352$