In the context of the competitive strategy class at New York University we created a new Social Network. The name of it wodabi.. the purpose of it, to take you ourt of your house.. to keep the handshake alive.

3. “ I’m tired of all those event invitations on Facebook”

4. Combined TicketSeller
Event Organizing
Networks
Living Guides
Event Listing
Websites

6. Social Media
• Strong influence on
purchasing decisions for
personal entertainment
related items
Asia
• Main purpose of social
networking is to catch up
with friends
• Youth vastly use social
media for event related
purposes
Mobile
• Mobile usage increasing
at a faster pace than any
other device every year
Latin America
• Online population grew
faster than any other
region over past 3 years
• Social networking
accounted for 30 percent
of online activity
Youth
• More than 50% of people
aged 25-34 use social
media at work
Middle East
• Post about religion and
community issues far
more frequently than the
rest of the world
• Social media has
increased tolerance to
opposing views

7. Socializing Gap
• Social media saturation leads to a gap
between online and offline activity
Information
Overload
• Consumers access information via
different channels
Diverse
Individuals
• Personalized and mood-adapting
products and services
Expression
• Youth constantly want to express
themselves via social media
SoLoMo
• Growing emphasis on location based
engagement

8. Simplify and Amplify
the event going
experience
Simplify:
Amplify:
The only place where
event goers need to
access
We give them the voice to
continue the
conversation!

9. 150 Million users
• 2nd Year
50 Million users
• 1st year

11. s
k
n
o
w
n
t
o
g
a
t
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r
o
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e
a
y
e
a
r
i
n
S
e
p
t
e
m
b
e
r
f
o
r
a
wodabi.
Nomadic Tribe
Region: Africa
Language: Fula
Education: No written language
Population: 45,000 in 1983
f
e
s
t
i
v
a
l
c
a
l
l
e
d
W
O
D
A
BI
wa
s
st
art
ed
by
fiv
e
N
Y
U
The gr
namead
WODAB
ua
I takeste
inspirati
st
on from
ud
the en
Wodaab
ts,
e tribe,wh
a
subgrou
o
p of an
m
African
et
ethnicin
group th
called e
the Int
Fulani in
eg
Niger. rat
ed
M
ar
ke
tin
g
pr
og
ra
m
in
20
13
.
t
h
e
Their tradition = Our inspiration
G
u
é
r
e
w
o
l
w
h
e
r
e
“the one and only hub for events”
t
h
e
y
s
o
c
i
a
l
i
z
e
,
b
a
r
t
e
r
g
o
o
d
s

12. CEO
CFO
wodabi.
Functional
Organizationa
l
Structure
CIO
CMO
Product
Development
Infrastructure
Creative
Director
Security
Financial
Analyst
COO
Website
Infrastructure
Engineering
Human
Recourses
Mobile
CRM
Corporate
Development
Advertising
Content
Specialist
Consumer
marketing
Business
Analyst
P/R
Communicatio
ns

13. Mission
Vision
Values
Our mission is to be the
sole hub of events where
users can explore,
socialize and connect.
We will change the
traditional way people
interact and share their
event experiences using
the most advanced social
media digital platform.
Our vision is to connect
people together on both a
physical and digital level.
We will provide the
foundations for our
employees to thrive,
create and affect. We will
build a global community
that aligns ethics,
environmental awareness
and humanity.
Collaboration: Leverage
the power of shared
voices
Integrity: Offer only
genuine experiences
Passion: Share the
passion and interest in
events and socializing
Quality: Offer the best
service and experience

14. Expression
wodabi.
&
social
connection
Brand Pyramid
Express yourself
Gain respect and status
Increase your influence
Convenience
Socialization
Organize yourself
Connection
Localized events
Personalized events
Aggregated event experience
Brand Personality
- Popular
- Trendy
- Sociable
- Fun
- Unique
Brand Core Values
- User Friendly
- Convenience
- Connect People
- Organization

15. Events Aggregator
Experiential Platform
(pre, during, post)
Simplify
Amplify
If Facebook is your home and LinkedIn is your office
wodabi. is your buddy that takes you out

16. Primary:
•
•
•
•
•
Social networking
Events -registry
Content distribution
channel
Focus on e-commerce
Currently in Beta
User Base Expectations:
"10 million users on day 1 is the
goal."
•
•
•
•
•
Find events + create
your own events
Free & Paid event listing
94,074,832 tickets sold
Main goal is ticket-selling
Connected to Facebook
“If it’s happening out there, you
will find it here”
•
•
•
•
20 million users
3.4 million visitors per
month
5 million local events at
any given time
Biggest age group is <18
(28%)
My Eventful -- personal watch
list: interested events + friends
event/ saved search/Email Alert
•
•
•
•
•
•
13.07 million registered
members
120,650 Meetup groups
Pay to organize events
369,469 Meetup groups
10% access through
smart phone
196 countries
Motto: Use the Internet to get off
the Internet
Secondary:
Aggregating events from event
websites such as
Eventbrite, Facebook, Yelp,
Zvents, Songkick, Last FM, etc.
Photo sharing app for events
“During or after your event,
sharypic helps you gathering all
the photos in one place.”

17. external
internal
S
W
O
T

18. the social network that takes you
out
social media and physical interaction together
we keep handshaking alive..

19. who are we trying to connect with

20. Social Media Usage
Youth Population
Source: Euromonitor

21. 18 – 25 years old
Tech savvy
Out-going
Unorganized
Need to “share”
Social media users
Value influence
Stay up-to-date

22. 18 -25 years old
Influential
Mobile users
University students
Keep track of their friends activity
Looking for a fun gig
Seeking convenience

23. the product

24. Events
Status
Gamification
Story Based
Exclusivity
wodabi.
Socialize
Languages
Influence
Calendar
Genres
Woda
Points
Connect

25. Let your story begin
Continue the conversation
Every Ending signifies
a new Beginning
- Find events of your interest
- Which of your friends are going there
- Invite your friends
- Purchase your ticket/RSVP
- Gather points
- Express your excitement
- Make arrangements
- Auto Check-in
- Provide information
- Socialize
- Post photos, tunes, videos etc
- Conclude your story
- Gather points increasing your
influential power / strengthen your
reputation
PRE
DURING
POST

26. ?
-
52 Points
woda
newbie
Every ending is
a new beginning
woda lady
Continue
the
conversatio
n

27. 
Large database of aggregated events.

Access to exclusive events.

Users are able to collect points by attending events. Each event
has different points, based on how big the event is and the
number of people that are invited to the event.

Mobile app will be available on iOS, Android, that allow users to
interact with wodabi. through smart phones and tablets.

Socialize, engage, influence, status, bragging rights, network.

29. Corporate Objectives
Acquire 50 million users in year 1
Reach 150 millions users in year 2
Corporate Social Responsibility
Marketing Objectives
Brand awareness
Alter perception of events from one-time
to a continuous experience
Marketing Strategy
Focus & utilize
college
students/graduates
Word of mouth
Partnerships
Sponsorships

30. Create Buzz
Engagement
Develop Loyalty
• Teaser campaigns
• Exclusive school events:
Celebrities/ Influencers
• Invitation Sign-Up
• Co-Sponsor Victoria’s
Secret Fashion Show
• Gamification contests on
existing social platform
• Sweepstakes to huge
events: Super Bowl,
Academy Awards, FIFA
World Cup
• Crowdsourcing
• University Brand
Ambassadors
• Cooperate with student
school clubs
• Exclusive events for
universities
• wodabi. weeks in different
cities
Utilize digital and mobile marketing campaigns
Use existing social channels to increase brand exposure

31. Phase 1
Phase 2
Phase 3
Canada
Mexico
USA
France
Germany
Spain
UK
Indonesia
Japan
South Korea
Brazil
Russia
China
Australia
India
Egypt
Saudi Arabia

32. You give them the reason to
talk..
Aggregating event & ticket selling agencies
for us
for them
Win-Win situation
•
•
•
One stop shop
for events
Credibility
Immediate
access to large
user database
•
•
•
•
We expand their
services
Access to a wider
audience
Revenue
increase
Nothing to lose, a
lot to gain
..we give them the voice

33. Users
5,000,000
1,500,000
May – Nov
2013
• Hiring
• Platform
Development
• Universities
Marketing
• Pre-launch
Marketing
Buzz
Dec
2013
Jan
2014
Feb
2014
• Invitation only (US &
Canada)
• Celebrity endorsers per
genre (Kings/Queens)
• University Brand
Ambassadors
• Exclusive university
events
Mar
2014
April
2014
May
2014
June
2014
50,000,000
30,000,000
15,000,000
July
2014
Aug
2014
Sep
2014
Oct
2014
Nov
2014
• Mexico launch
• Brazil launch
• Brand ambassador
program in Mexico &
Brazil
• No longer invitation only
• Australia launch
• Brand ambassador
program in Australia
• wodabi. week in NYC,
Montreal and Rio
• Venues/parties, fashion
events, sports
tournament, music

34. 150,000,000
125,000,000
Users
100,000,000
75,000,000
Dec
2014
Jan
2015
• France, Germany,
Spain, UK launch
• Russia launch
• Brand ambassador
program in Europe
Feb
2015
Mar
2015
April
2015
May
2015
June
2015
July
2015
• China launch
• India launch
• Open office in China
• Brand ambassador
program in India
• Brand ambassador
program in China
Aug
2015
Sep
2015
Oct
2015
Nov
2015
• Indonesia, Japan, South
Korea launch
• Egypt, Saudi Arabia
launch
• Brand ambassador
program in Asia-Pac &
Middle East
2016

35. Outlined Marketing Activities
 Digital Marketing (Social, Banner etc..)
Quarterly Marketing Budget
Allocation
 Brand Ambassador Packages
$18,000,000
 Presence booth @ expo / event
$16,000,000
 wodabi city week event in NYC
$14,000,000
 wodabi city week event in Montreal
$12,000,000
 wodabi city week event in Rio
$10,000,000
 Exclusive Wodabi events
$8,000,000
 Co-Sponsor of Victoria Secret's Fashion
$6,000,000
Show
 CSR
 wodabi city week event in NYC
 wodabi city week event in Shanghai
 wodabi city week event in London
 wodabi city week event in Rio
$4,000,000
$2,000,000
$0
Q1
Q3
Q5
Q7
Q9

36. Pre-launch
Budget
Year 1
Year 2
$30,000,000
$50,000,000
Pre-launch
Year 2
$1,321,300
$256,000
$1,287,000
$15,139
$816,000
$3,695,439
$500,000
$1,719,200
$2,574,000
$1,959,351
$19,160,000
$25,912,551
$1,500,000
$3,396,800
$3,603,600
$8,914,006
$29,664,000
$47,078,406
$392,011
IT & Office Equipment
Salaries
Running Expenses
Hosting of Platform
Marketing Budget
Total
Year 1
$2,921,594
Remaining Budget
Total Employees (monthly)
Nov-15
Oct-15
Sep-15
Aug-15
Jul-15
Jun-15
May-15
Apr-15
Mar-15
Feb-15
Jan-15
Dec-14
Nov-14
Oct-14
Sep-14
Aug-14
Jul-14
Jun-14
May-14
Apr-14
Mar-14
Feb-14
Jan-14
Dec-13
Nov-13
Oct-13
Sep-13
45
40
35
30
25
20
15
10
5
0

37. Feedback
from
companies/
event
promoters
Hours spent on the
app, website/network
(per day, week etc..)
Measure trend
for increase of
user numbers
wodabi.
Event attendance (first
week, months etc..)
Friend referrals
measurement
New users/connections
(external vs. referrals)
Demand for
events/attend
ance

38. Members to create/promote their own events
Integration experience with upcoming technology trends (e.g. Google Glass)
Develop ticket selling platform (future revenue generator)
Creating and hosting virtual events

40. Index
• Challenges - Facebook
• US & EU trends
• Latin America trends
• Asia trends
• Middle East trends
• Global trends
• Target Audience
Research
• Brainstorming

41. China
• Local
partner
• Regulatory
Issues
Government
s
Competitors
Partners
• Privacy
Policies
• Monitoring by
local
governments
• Emergence
of other
social
networks
• Request
from
partners for
royalties
Universities
• Exclusive
rights for
events

42. This is how..
•
•
•
•
•
•
•
Feel connected to the event community (through gaming elements)
User Experience
– More and better tools to record events memories (Album, Diary, Video)
– More ways to gather events details
– Broader connections across groups
Not only within Facebook friends, we go beyond
Better review features (various rating system, opinion of other
users, search filters)
Digitalized event experience (Auto check in, QR code, on-the-go
calendar, etc.)
Access to various events based on connections/ influence score
– Users can demand the events they like based on voting
A 360° social tool tailored to event goers

46. Source: UM EMEA research (2011)

54. •Latin America’s online population grew faster than any other global region in 2011, rising 16 percent to 129.3
million visitors in December 2011.
•Google Sites reigned as the most-visited property in December 2011, reaching 123.4 million visitors in the
region, while Facebook.com led as the most-engaging web property accounting for 25 percent of all time spent
online.
•Social networking, which eclipsed portals as the most-engaging web activity in November 2011, accounted for
nearly 30 percent of online minutes at the end of the year, an increase of 9.5 percentage points over the past
year.
•Latin America is home to five of the most engaged social networking markets worldwide. Internet users in
Argentina averaged 10.7 hours on social networking sites in December 2011, followed by Chile (9.5 hours per
visitor), Peru (8.7 hours), Colombia (7.6 hours) and Mexico (7.1 hours).
•Entertainment sites continued to amass visitors in 2011, growing 14 percent to reach nearly 97 percent of all
online users in the region. Peruvians, Colombians and Chileans spent the most time on Entertainment sites each
averaging more than four hours per visitor at the end of the year.
•Online video viewing grew rapidly in 2011 as total videos viewed grew by double digits across
Brazil, Mexico, Argentina and Chile, fueled by both an increase in viewing audience and a surge in videos viewed
per viewer.
•Fueled by the holiday shopping season, online retail visitation jumped 30 percent as more Latin Americans
turned to the web to shop and purchase goods and services. Among retail categories, comparison shopping had
the highest penetration with nearly 1 in 4 online users visiting these sites in December 2011.
•Latin Americans continue to display a strong propensity for search. In 2011, the total number of searches
conducted increased 38 percent to more than 21 billion in December. With an average of 173 searches per
searcher, Latin America leads the globe in search frequency.
•Mobile phones and tablets continue to account for a growing amount of digital traffic, with Puerto Rico leading
the region with 7.7 percent of all digital traffic consumed away from a personal computer. Apple led across nearly

65. • Tool for political discourse and democracy building
• Lebanon, Tunisia, Egypt and Jordan – discuss politics
almost twice the rate of their Western counterparts
• Post about religion and community issues far more
frequently than the rest of the world
• Social media had made them more tolerant to opposing
views
• HOWEVER, they still post about POP CULTURE (at least
half post about Music and Movies)
• Social media increases contacts with friends and family
• Wodabi in Middle East will enhance how people use social
media in the middle east
• Go to this survey
http://menamediasurvey.northwestern.edu/ it’s interactive

73. * Figures in
millions
World Map of Youth Population and Internet
Users
(% of Total Population)
France:
Youth = 7.6 (12.2%)
Users = 40.0 (61.2%)
Canada:
Youth = 4.5 (13.3%)
Users = 26.0
(76.5%)
USA:
Youth = 44.9
(14.1%)
Users = 231.1
(74.0%)
Germany:
Youth = 9.2 (11.2%)
Users = 55.6
(68.3%)
Russia:
Youth = 20.3(14.4%)
Users = 65.0 (45.6%)
UK:
Youth = 8.1 (13.2%)
Users = 45.4
(72.6%)
China:
Youth = 228.7
(16.8%)
Users = 513.0
(38.4%)
Spain:
Youth = 4.7
(10.4%)
Users = 28.9
(61.8%)
India:
Youth = 234.0
(19.3%)
Users = 90.0 (7.6%)
Indonesia:
Youth = 40.9
(17.6%)
Users = 43.1
(17.5%)
Brazil:
Youth = 33.7 (17.3%)
Users = 79.0 (40.0%)
Egypt:
Youth = 17.0
(20.2%)
Users = 31,2
(35.6%)
Source: Works Programme of Action for Youth
eMarkerter Digital World Atlas
Saudi Arabia:
Youth = 5.0 (18.9%)
Users = 24.0 (49.0%)
Australia:
Youth = 3.5
(13.7%)
Users = 16.0
(73.7%)
Japan:
Youth = 12.6
(9.9%)
Users = 95.9
(75.2%)
South Korea:
Youth = 6.6
(13.6%)
Users = 37.6
(76.9%)

76. Why people want to post on
Wodabi?
How do we achieve that?
Enough events information
Aggregate current available info
Having fun in Wodabi Community
Being able to connect to overseas users with
common interests
Group promotion
Event streaming on mobile
Connection with other groups
Notes
Friends are on the network
Incorporate with other social media platform
Review credibility
Bloggers/ influencers writing out there
Motivate users to post reviews
Personalized experience posting
Photo beautifying app
Easy video editing widgets
Engagement with companies and event
promoters
Open company profile page
Users can engage with people at the event
(attendee, staff, ambassador)
Connection btw student clubs, ex:
NYU basketball team invites Columbia team
to a friendly competition)
Friends referral incentives
Can share to friends who are not on the net
work
Event streaming (could be only 1min) aims to
engage users who are unable to join the
event. Through mobile, anytime anywhere.
We hire event experts or blogger to write
reviews for events to increase our credibility.
Currently no place for people to find reviews
of the events they want to join

77. •
•
What is it about: It is the first solely event based social network that takes you out of your home. Become a Wodabi
Features:
o
o
Socialize -let your friends know which events you are attending to (soundcloud concept), Map infographic/histogram of
where you have been and where your friends are
o
Create your own story for your experience -each event is a new experience, a new story to share, Each story will
comprise of three stages -before during and after the event
o
Rating system/style. Gather points for each event you attend and increase your level of influence, the more points you
Gather the more influential you become -then you take free invitations and other premium offerings from the events'
host
o
Your profile page adjusts to your wodabi points -your "reputation" increases and drops accordingly,
o
In the beginning you become a member with invitation only
o
Access to events based on connections/influence score
o
Only organizations can set up events. Influencers will also be able to set up based on scores and
o
•
•
Brand Identity -Young based
o
•
Find events of your interest
Twitter like platform, upload photos, comments, music, etc
Profile page (Calendar, Notifications, Genres, Woda points, Different Colors based on level of
influence, Kings/Queens, Timeline, Game Element)
Partnership: with all the ticket selling websites. "You give them the reason to talk, we give them the voice"
Mobile App: The same features and services provided by the web page.