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Evoke final 2013 berkeley

LaunchPad Central is a media management platform that helps parents easily store, organize, and share videos and photos of their children. It provides secure cloud storage, easy search and sharing capabilities, and tools to create montages and timelines without lengthy editing. The business model involves a free trial that converts users to a monthly subscription plan, which generates recurring revenue from storage fees. Based on market testing, the company estimates it can achieve a customer lifetime value greater than its customer acquisition costs, allowing the business to scale profitably through online acquisition channels.

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THIS WEEK TO DATE INTERVIEWS: 20 105
Evoke Team Hustler / Picker / SME Background: • Consulting Hacker • Ethnography Background: • Software Engineer – mobile video • Product Design Hustler / Designer Background: • Enterprise Software Sales • Product Marketing Hacker Background: • Software Engineer - web • Product Design Hustler / SME Background: • Consulting • Market Research
DiscoverX Mobile+web research management system that enables researchers, product owners entrepreneurs to save time & money and learn faster as they collect, manage, analyze and share qualitative research media (such as video recordings of interviews, observations, and product testing)
Initial Idea The solution Get the whole process under one The problem roof and searchable. Create central hub for all qualitative data. Collecting, analyzing, and Build tools that facilitate the sharing qualitative research collection of data as well as the data is time analysis and sharing of data. consuming, cumbersome, Organizations would save time expensive, and full of and money while also being able redundant effort. to compound learning and develop deeper insight into consumer motivations. +
Market for Qualitative Research Assumptions Assumptions Assumptions 25bn on market research in US 50% of qualitative research is 10% SOM 7 billion on qualitative; being done in house 20% of that on tech and support Source: Greenbook +time saving Source: Ibis
Product- Reaching Building the Market Fit Consumers Business
Business Model: Week 1 Key partnerships Key activities Value Customer Customer propositions relationships segments Set of digital Universities: customer discovery Online communities dschools, Software tool Design bschools, social Development Consultancies sciences Data Sciences Ladder Up – Direct relationship capture why? Research firms Voice to text Customer Acquisition Streamline FAQ or help Consumer Insights companies collection and pages / self teams – B2C UX Design analysis of service companies Gates Foundation qualitative data Key resources Derive better Channels Product insights Development Companies with access to interview IP: Data architecture Delivers better teams Sales force subjects & Mining research User Experience outcomes Researchers Research Expertise Web sales Access to big Data analytics qualitative data Entrepreneurs domain experts set App Stores Venture funding Draw insights form past Software developers studies Cost structure Revenue streams Subscription or freemium for entrepreneurs Value driven Software development Service fee for research tools business model Service fee for sense-making tools SG&A Storage, bandwidth, server fees Service fee for aggregate data set
What We Did 42 interviews Startups & mature organizations across multiple industries • CGP • Retail • Consumer technology • Market research • Legal services
Wireframe MVP Manage & condense Collect & tag research media Analyze & derive insights Upload Share Video montage
What We Learned: Corporate Jobs Providers An ethnographic study of 8 Develop In-house people costs minimum of researchers new $50K products Video has a 4:1 processing to Brand Agencies record length ratio Test UI Qualitative research firms Test Ad Copy Ad Agencies Organization Independent Design researchers Packaging Research facilities Product Placement Focus group moderators Brand reposition Boutique revitalize Research Firms
What We Learned: Corporate Jobs Providers An ethnographic study of 8 Develop In-house people costs minimum of researchers new $50K products Video has a 4:1 processing to 75% done in the lab with existing solutions Agencies Brand record length ratio Proprietary UI Test methods are strategic advantage for external firms Qualitative Researchers unwilling to change habits research firms Video is used in minority of cases Test Ad Copy Ad Agencies Not a burning need Organization Independent Design researchers Packaging Research facilities Product Placement Focus group moderators Brand reposition Boutique revitalize Research Firms
What We Learned: Legal Depositions Courts Saboteurs Barkley Court Reporters records over 800 hours of video daily Admins Decision Makers & Influencers Managing Attorneys Partners & Clients Economic Users Buyers Junior Partners Decision makers $ Influencers DiscoverX Court Real-time Trial director reporting deposition software agencies software
What We Learned: Legal Depositions Courts Saboteurs Barkley Court Reporters records over 800 hours of video daily Attorneys are late adopters Admins Decision 2 year sales cycle Makers & Would have to integrate with incumbent’s Influencers solutions Managing Attorneys Partners Only incremental value to add & Clients Economic No burning Buyers need Users Junior Partners Decision makers $ Influencers DiscoverX Court Real-time Trial director reporting deposition software agencies software
What We Learned: Entrepreneurs What we thought: They’re like us. They need to talk to customers and keep their whole team on the same page. We can help. The reality: Only seasoned entrepreneurs or those trained in lean startup methods see the need to do research. Of those, few feel comfortable recording video. And they don’t have any $.
What We Learned: Entrepreneurs What we thought: They’re like us. TheyHard to reach need to talk to customers and keep their whole team on the same page. We can help. + No burning need The reality: + $ Not our customer Only seasoned entrepreneurs or those trained in lean startup methods see the need to do research. Of those, few feel comfortable recording video. And they don’t have any $.
What We Learned: Signal in the Noise “I might use this in my work, but where I really want it is at home filming my kids. I take a lot of video and can’t find anything. I would pay good money for a solution there.”
What We Did In person Got out of the building and spoke with 50+ parents, grandparents, and children. MVP Developed a working iPhone app and showed it to parents. Online Launched a website, drove traffic to it and A/B tested various value propositions. Surveys Reached 200 parents to find out how often and for what duration they record videos of their kids.
What We Learned: Current Workflow Phone Hard to find storage fills up moments – can’t take after upload Moments video until get missed upload Video editing is intimidating Parents want easy options Media is stored to share Parents take Media gets privately photos & video on the phone loaded to laptop with smartphone via iTunes Can’t find files Whole video to share too long / boring to share
What We Learned: Evoke Workflow Sign up for creative Easily find exact projects moments Receive reminders & guides on your smartphone Automatic upload Create montages with no editing Capture the moment Easily find Share with the Evoke app exact privately or moments to social Tag moments as networks you record
Wireframes & Development
Insights: Parents Mom at a coffee shop: “I definitely want this! Is it available now? What is it called? What is the company name? Wait…how will I find it?” Dad with a burning need: “You have to solve this problem for me. I have video everywhere. I can’t find anything. My wife is getting mad at me because I told her we can’t take more video. Please help.”
Insights: Parents Mom at a coffee shop: “I definitely want Burning available now? What is it called? this! Is it need What is the company name? Wait…how will I find it?” ✔ Pupil dilation Dad with a burning need: by emotional needs High WTP driven “You have to solve this problem for me. I have video Potentially long customer lifetime everywhere. I can’t find anything. My wife is getting mad at me because I told her we can’t take more video. Please help.”
Market for Family Memoirs Assumptions Assumptions Assumptions Total families with children Total families with children 10% SOM under 18 x ARPU x 12 under 18 x 55% smartphone Source: Census penetration x 90% android/iOS market share x ARPU x 12 Source: Census and Nielsen
Pivot
Product- Reaching Building the Market Fit Consumers Business
Business Model: Week 6 LaunchPad Cent ral KEY PARTNERS KEY ACTI VI TI ES VALUE PROPOSI TI ONS CUSTOM RELATI ONSHI PS ER CUSTOM SEG ENTS ER M Un ive rsit ie s: b sch o o ls, So ft wa re d e ve lo p me n t Pe a ce o f min d - me d ia  Ge t : p a r e n t in g Co n su me r d sch o o ls, so cia l » b a cke d u p & st o re d in w e b s it e s lik e re se a rch e rs - UER, scie n ce s » se cu re lo ca t io n » b a b y ce n t e r . co m » co n su me r in sig h t s, UX d e sig n » e t c. » Co mp a n ie s w/  Fe e l lik e a g r e a t  Ge t : vira l Cu st o me r a cq u isit io n d a t a b a se o f in t e rvie w pa re nt » s h a r in g a m o n g Pro d u ct Own e rs - » su b je ct s » mo ms; ba by b ra n d a n d p ro d u ct Ce n t ra l st o ra g e - a ll sh ow e rs » ma n a g e rs » Qu a n t it ive Da t a scie n ce s » me d ia in o n e p la ce » re se a rch /a n a lyt ics Ma rke t re se a rch firms KEY RESOURCES CHANNELS Acce ssib ilit y - Qu ickly co mp a n ie s » » se a rch , vie w, a n d  Ph o t o a n d vid e o So ft wa re d e ve lo p e rs » sh a re imp o rt a n t De d ica t e d e - La t e r st a g e d ig it iz a t io n mo me n t s & me mo rie s co mme rce » e n t re p re n e u rs » co m p a n ie s » Vid e o e n g in e e rs » fro m mo b ile /we b » Ap p St o re s » Pa re n t s wit h yo u n g  So cia l n e t w o r k s Ve n t u re fu n d in g » Cre a t e sh a re a b le kid s » s u ch a s Pa t h » me d ia wit h o u t le n g t h y Dire ct Sa le s » Da t a a n a lyt ics e xp e rt s e d it in g »  Pa r e n t s w it h » De d ica t e d e - o ld e r k id s a n d  Sh a r e t h e co mme rce » ye a rs w o rt h o f COST STRUCTURE REVENUE STREAMS So ft wa re d e ve lo p me n t »  Fr e e t r ia l ---> s u b s cr ip t io n » SG& A » Fre e miu m ---> su b scrip t io n b a se d o n st o ra g e /u sa g e » St o ra g e , b a n d wid t h , a n d se rve r fe e s » Mo n t h ly su b scrip t io n fe e s: p e r u se r b a se d o n t o o ls n e e d e d a n d /o r d a t a u sa g e /st o ra g e »  Vid e o t r a n s co d in g » So ft wa re sa le s (lo ca l st o ra g e ) » Li c e n se d fr o m b u si n e ssm o d e lg e n e r a t i o n .c o m u n d e r a Cr e a t i ve Co m m o n s At t r i b u t i o n -S h a r e Al i ke 3.0 Un p o r t e d Li c e n se
What We Did Built a website Ran AdWords & A/B tested • Demand generation • Revenue & pricing Talked to more customers
What We Learned: Acquisition Moms share what Moms trust these We are talking to Most parents we works with other blogger for GGMG about potential spoke with check moms, and they trust recommendations. partnership. BabyCenter. these relationships. Acquisition Cost: Acquisition Cost: Dropbox AWS SEM: $23.77 SEM: $23.77 Free Trial: $ 13.86 Free Trial: $ 5.40 CAC: $37.63 CAC: $29.17
What We Learned: Revenue Strategy Subscription Fee Basic Premium Family Plus Asset Sales Montages DVD’s Photo books Complete timelines Usage Fees Extra Storage Extra Streaming One Time Fee
What We Learned: Lifetime Value We provide storage: AWS We use Dropbox storage Assumptions: Assumptions: • 5% conversion rate from pricing • Same conversion rate test • Two tiers • Percent at each pricing tier: • Same percentage breakdown (top two tiers combined) $29.99 (14%) $9.99 $9.99 $4.99 (57%) $14.99 (43%) (29%) (57%) ARPU: $14.27 ARPU: $7.13 Lifetime: 120 months Lifetime: 120 months Gross margins: 26% Gross margins: 75% CLTV: $431 CLTV: $640
What We Learned: Channel Economics Online Monthly Subscription With Storage COGS SG&A Profit Acquisitio $10.61 R&D $0.1 n $1.87 5 $1.63 Price = $14.27 Revenue = $12.64 Cost = $12.48 Assume month 24 with 86,368 subscribers
What We Learned: Channel Economics Online Monthly Subscription Without Storage COGS SG&A, R&D Profit Acquisitio $1.80 $3.14 $1.37 n ✔ $0.82 Price = $7.13 Revenue = $6.31 Cost = $4.94 Assume month 24 with 45,000 subscribers Break even at 31,800 subscribers
Product- Reaching Building the Market Fit Consumers Business
Business Model: Week 10 LaunchPad Cent ral KEY PARTNERS KEY ACTI VI TI ES VALUE PROPOSI TI ONS CUSTOM RELATI ONSHI PS ER CUSTOM SEG ENTS ER M Ph o t o a n d vid e o So ft wa re d e ve lo p me n t Pe a ce o f min d - me d ia Ge t : p a re n t in g Pa re n t s wit h yo u n g d ig it iza t io n co mp a n ie s » b a cke d u p & st o re d in we b sit e s like kid s » » se cu re lo ca t io n » b a b yce n t e r.co m » UX d e sig n » Pa re n t s wit h o ld e r So cia l n e t wo rks su ch Fe e l like a g re a t Ge t : vira l sh a rin g kid s a n d ye a rs wo rt h Cu st o me r a cq u isit io n a s Pa t h » p a re n t » a mo n g mo ms; b a b y o f me d ia » » sh o we rs » An ce st ry.co m » Ce n t ra l st o ra g e - a ll Gra n d p a re n t s » me d ia in o n e p la ce » Ge t : SEM; SEO; so cia l;  Pa re n t in g Ch ild re n » KEY RESOURCES CHANNELS g ro u p s s u ch a s Acce ssib ilit y - Qu ickly Go ld e n Ga t e se a rch , vie w, a n d M o t h e rs Gro u p » So ft wa re d e ve lo p e rs » sh a re imp o rt a n t De d ica t e d e - mo me n t s & me mo rie s co mme rce »  Dro pbox » Vid e o e n g in e e rs » fro m mo b ile /we b » Ap p St o re s » Ve n t u re fu n d in g » Cre a t e sh a re a b le me d ia wit h o u t le n g t h y UX De sig n e rs » e d it in g » Sh a re t h e mo me n t s COST STRUCTURE REVENUE STREAMS So ft wa re d e ve lo p me n t » Mo n t h ly su b scrip t io n - n o fre e t ria l » SG& A » Fre e t ria l ---> su b scrip t io n » St o ra g e , b a n d wid t h , a n d se rve r fe e s » Fre e miu m ---> su b scrip t io n b a se d o n st o ra g e /u sa g e » Vid e o t ra n sco d in g » Asse t sa le s - DVD's, a lb u ms, e t c » Lice n sin g fe e s - vo ice t o t e xt , fa cia l re c » Va lu e Ba se d Price Po in t » Li c e n se d fr o m b u si n e ssm o d e lg e n e r a t i o n .c o m u n d e r a Cr e a t i ve Co m m o n s At t r i b u t i o n -S h a r e Al i ke 3.0 Un p o r t e d Li c e n se
What we did Interviews • Technology Experts • Potential partners • More parents streaming video storage transcoding webm Technology deep dive transcoding streaming • Research streaming storage • Discussions video transcoding storage • Lots of trial runs storage encoding Cost & revenue analysis
What We Learned: Technology Flow Evoke Backend Server Storage services Smart phones Transcoding video files Databases Transcoded video files Metadata – video Metadata files mapping Consumer Laptop Evoke Frontend Server Website Services
What We Learned: Technology Flow Evoke Backend Server iPhone/Android Transcoding video files Transcoding to .mov,.mp4,.ogg container formats Authenticated Databases user video Mp4 format – Metadata – video H.264 encoding + AAC encoding mapping SQLLite,/Mysql Consumer Laptop Evoke Frontend Server Transcoded video files N formats – existing media AWS handles backup and secure storage Website Services
What We Learned: Technology Flow Evoke Backend Server iPhone/Android Transcoding video files Transcoding to .ogg container format Authenticated Databases user video Mp4 format – Metadata – video H.264 encoding + AAC encoding mapping SQLLite,/Mysql Consumer Laptop Evoke Frontend Server Transcoded video files N formats – existing media Dropbox handles backup and secure storage Website Services
What We Learned: Technology Flow Evoke Backend Server iPhone/Android Transcoding video files Transcoding to .ogg container format Transcoding reduced from 3 formats to 1 Authenticated Databases user video Mp4 format – H.264 encoding + There’s more… – video Metadata AAC encoding mapping SQLLite,/Mysql Consumer Laptop Evoke Frontend Server Transcoded video files N formats – existing media Dropbox handles backup and secure storage Website Services
What We Learned: AWS vs. Dropbox At the end of 12 months Users : 8724 (10% growth mom) Upload assumption : 1.5 GB HD/month Transcoding 3 or more formats 1 or 2 formats Transcoding cost > $3.6 /month /user < $1.8 /month /user Storage cost $2.26 /month /user 0 Streaming cost $1.83 /month /user 0 Storage backup Increases cost No cost implications User’s trust in the Low as Evoke is front end High beginning Multiple layers – investment heavy Single layer – Dropbox handles a User authentication for Evoke layer of authentication
What We Learned: Key Partners Secure storage for end Video digitization services Influential Parenting Group consumers Joint Business Traffic Key Supplier Development Customer acquisition Customer Customer acquisition, joint- acquisition, storage platform marketing, co-branding Not at this point Still investigating
Business Model: Current LaunchPad Cent ral KEY PARTN ERS KEY ACTIVITIES VALU E PRO PO SITIO N S CUSTO M ER CU STO M ER SEGM EN TS RELATIO N SH IPS Ph o t o a n d vid e o So ft wa re d e ve lo p me n t Simp licit y » Ge t : p a re n t in g Pa re n t s wit h yo u n g d ig it iza t io n co mp a n ie s » we b sit e s like kid s » Pe a ce o f min d - me d ia » b a b yce n t e r.co m » UX d e sig n » b a cke d u p & st o re d in Pa re n t s wit h o ld e r So cia l n e t wo rks su ch se cu re lo ca t io n » Ge t : vira l sh a rin g kid s a n d ye a rs wo rt h Cu st o me r a cq u isit io n a s Pa t h » a mo n g mo ms; b a b y o f me d ia » » Fe e l like a g re a t sh o we rs » An ce st ry.co m » p a re n t » Gra n d p a re n t s » Ge t : SEM; SEO; so cia l; Pa re n t in g g ro u p s Ce n t ra l st o ra g e - a ll Ch ild re n » KEY RESO U RCES CHAN N ELS su ch a s Go ld e n Ga t e me d ia in o n e p la ce » Mo t h e rs Gro u p » Acce ssib ilit y - Qu ickly So ft wa re d e ve lo p e rs » De d ica t e d e - Dro p b o x » se a rch , vie w, a n d co mme rce » Vid e o e n g in e e rs » sh a re imp o rt a n t mo me n t s & me mo rie s Ap p St o re s » Ve n t u re fu n d in g » fro m mo b ile /we b » UX De sig n e rs » Cre a t e sh a re a b le me d ia wit h o u t le n g t h y e d it in g » CO ST STRU CTU RE REVEN U E STREAM S So ft wa re d e ve lo p me n t » Mo n t h ly su b scrip t io n - n o fre e t ria l » SG& A » Fre e t ria l ---> su b scrip t io n » St o ra g e , b a n d wid t h , a n d se rve r fe e s » Fre e miu m ---> su b scrip t io n b a se d o n st o ra g e /u sa g e » Vid e o t ra n sco d in g » Asse t sa le s - DVD's, a lb u ms, e t c » Lice n sin g fe e s - vo ice t o t e xt , fa cia l re c » Va lu e Ba se d Price Po in t » Li c e n se d fr o m b u si n e ssm o d e lg e n e r a t i o n .c o m u n d e r a Cr e a t i ve Co m m o n s At t r i b u t i o n -S h a r e Al i ke 3.0 Un p o r t e d Li c e n se
Summary - Key Learning • Pick the right team! • A 30 minute customer conversation – Priceless! • Don’t reinvent the wheel • Prototypes and wireframes go a long way
Weekly Business Models
Week 1 Key partnerships Key activities Value propositions Customer relationships Customer segments Universities: dschools, Set of digital customer Online communities bschools, social sciences Software Development discovery tool Design Consultancies Direct relationship Ladder Up – capture Voice to text Data Sciences Research firms why? companies FAQ or help pages Customer Acquisition Consumer Insights teams Streamline / self service – B2C companies collection and Gates Foundation UX Design analysis of Product qualitative data Development Companies with Key resources Derive better Channels teams insights User Experience access to interview Researchers subjects Salesforce IP: Data architecture & Delivers better Mining research outcomes Entrepreneurs Research Expertise Web sales Access to big Data analytics domain qualitative data set experts App Stores Draw insights form Venture funding past studies Software developers Cost structure Revenue streams Subscription or freemium for entrepreneurs Value driven Software development Service fee for research tools business model Service fee for sense-making tools SG&A Storage, bandwidth, server fees Service fee for aggregate data set
LaunchPad Cent ral Week 2 KEY PARTNERS KEY ACTI VI TI ES VALUE PROPOSI TI ONS CUSTOM RELATI ONSHI PS ER CUSTOM SEG ENTS ER M  U n ive r s it ie s :  So ft w a r e  Ge t : SEM ; SEO ;  Co n s u m e r b s ch o o ls , d s ch o o ls , d e ve lo p m e n t » s o cia l; b lo g s » r e s e a r ch e r s - U ER, s o cia l s cie n ce s » co n s u m e r in s ig h t s ,  U X d e s ig n »  Ke e p : p r o d u ct e t c. »  Co m p a n ie s w / e n h a n ce m e n t s ;  Cu s t o m e r d a t a ba se of s u r ve y s ; h ig h  Pr o d u ct O w n e r s a cq u is it io n » in t e r vie w s u b je ct s s w it ch in g co s t s ; - b ra n d a n d » e m a il o u t r e a ch p r o d u ct m a n a g e r s  D a t a s cie n ce s » p r o g r a m s ; b lo g & » KEY RESOURCES CHANNELS Bra n d Ma n a g e rs - CPG »  So ft w a r e  D ir e ct Sa le s » d e ve lo p e rs »  En t re p r e n e u r s »  D e d ica t e d e -  Ve n t u r e fu n d in g co m m e rce » »  Ap p St o r e s »  D a t a a n a ly t ics e xp e r t s » COST STRUCTURE REVENUE STREAMS  So ft w a r e d e ve lo p m e n t »  Fr e e d a t a co lle ct io n , Fe e -b a s e d d a t a a n a ly s is »  SG& A »  Va lu e Ba s e d Pr ice Po in t »  St o r a g e , b a n d w id t h , a n d s e r ve r fe e s » Li c e n se d fr o m b u si n e ssm o d e lg e n e r a t i o n .c o m u n d e r a Cr e a t i ve Co m m o n s At t r i b u t i o n -S h a r e Al i ke 3.0 Un p o r t e d Li c e n se
LaunchPad Cent ral Week 3 KEY PARTNERS KEY ACTI VI TI ES VALUE PROPOSI TI ONS CUSTOM RELATI ONSHI PS ER CUSTOM SEG ENTS ER M Un ive rsit ie s: b sch o o ls, So ft wa re d e ve lo p me n t  Sa ve m o n e y : Ge t : SEM; SEO; so cia l; Co n su me r d sch o o ls, so cia l » le s s r e d u n d a n t b lo g s » re se a rch e rs - UER, scie n ce s » w o r k , le s s t im e co n su me r in sig h t s, UX d e sig n » spe nt » Ke e p : p ro d u ct e t c. » Co mp a n ie s w/ e n h a n ce me n t s; Cu st o me r a cq u isit io n d a t a b a se o f in t e rvie w  Sa ve t im e o n su rve ys; h ig h Pro d u ct Own e rs - » su b je ct s » e a ch s t u d y : m o r e swit ch in g co st s; e ma il b ra n d a n d p ro d u ct e fficie n t d a t a o u t re a ch p ro g ra ms; ma n a g e rs »  Qu a n t it ive Da t a scie n ce s » co lle ct io n , le s s b lo g & co mmu n it y » r e s e a r ch /a n a ly t ics En t re p re n e u rs » KEY RESOURCES t im e e d it in g & CHANNELS co m p a n ie s » t r a n s cr ib in g , fa s t e r Co n su me r t e ch - u se r t o sha re » So ft wa re d e ve lo p e rs » Dire ct Sa le s » e xp e rie n ce re se a rch e rs »  Re d u ce Ve n t u re fu n d in g » De d ica t e d e - re dund a nt w o rk: co mme rce » CPG - co n su me r a cce s s & le a r n fr o m Da t a a n a lyt ics e xp e rt s in sig h t s t e a ms » p a s t & co n cu r r e n t » Ap p St o re s » s t u d ie s » Re se a rch e xp e rt ise »  D e ve lo p b e t t e r COST STRUCTURE REVENUE STREAMS So ft wa re d e ve lo p me n t »  M o n t h ly s u b s cr ip t io n fe e s : p e r u s e r b a s e d o n t o o ls n e e d e d a n d /o r d a t a u s a g e /s t o r a g e » SG& A » Fre e d a t a co lle ct io n , Fe e -b a se d d a t a a n a lysis » St o ra g e , b a n d wid t h , a n d se rve r fe e s » Va lu e Ba se d Price Po in t »  Co n s u lt in g fe e s : r e cr u it , m o b iliz e , o r g a n iz e , a n d /o r a n a ly z e » Li c e n se d fr o m b u si n e ssm o d e lg e n e r a t i o n .c o m u n d e r a Cr e a t i ve Co m m o n s At t r i b u t i o n -S h a r e Al i ke 3.0 Un p o r t e d Li c e n se
LaunchPad Cent ral Week 4 KEY PARTNERS KEY ACTI VI TI ES VALUE PROPOSI TI ONS CUSTOM RELATI ONSHI PS ER CUSTOM SEG ENTS ER M Un ive rsit ie s: b sch o o ls, So ft wa re d e ve lo p me n t Sa ve t ime p re p a rin g Ge t : SEM; SEO; so cia l; Co n su me r d sch o o ls, so cia l » fo r t ria l » b lo g s » re se a rch e rs - UER, scie n ce s » co n su me r in sig h t s, UX d e sig n » Sa ve mo n e y: le ss Ke e p : p ro d u ct e t c. » Co mp a n ie s w/ re d u n d a n t wo rk, le ss e n h a n ce me n t s; Cu st o me r a cq u isit io n d a t a b a se o f in t e rvie w t ime sp e n t » su rve ys; h ig h Pro d u ct Own e rs - » su b je ct s » swit ch in g co st s; e ma il b ra n d a n d p ro d u ct Mo re e ffe ct ive ly o u t re a ch p ro g ra ms; ma n a g e rs » Qu a n t it ive Da t a scie n ce s » le ve ra g e vid e o a sse t s b lo g & co mmu n it y » re se a rch /a n a lyt ics b e fo re a n d d u rin g En t re p re n e u rs » KEY RESOURCES CHANNELS co mp a n ie s » t ria l » La w firms » So ft wa re d e ve lo p e rs » Use a d va n ce d Dire ct Sa le s » a n a lysis like fa cia l  M a r k e t r e s e a r ch Ve n t u re fu n d in g » mu scle mo ve me n t s t o De d ica t e d e - fir m s » st re a mlin e t ria l p re p co mme rce » Da t a a n a lyt ics e xp e rt s  La t e r s t a g e a n d /o r se t t le me n t » » Ap p St o re s » e n t re pre n e urs » Sa ve t ime o n e a ch Re se a rch e xp e rt ise » st u d y: mo re e fficie n t d a t a co lle ct io n , le ss COST STRUCTURE REVENUE STREAMS So ft wa re d e ve lo p me n t » Mo n t h ly su b scrip t io n fe e s: p e r u se r b a se d o n t o o ls n e e d e d a n d /o r d a t a u sa g e /st o ra g e » SG& A » Fre e d a t a co lle ct io n , Fe e -b a se d d a t a a n a lysis » St o ra g e , b a n d wid t h , a n d se rve r fe e s » Va lu e Ba se d Price Po in t » Co n su lt in g fe e s: re cru it , mo b ilize , o rg a n ize , a n d /o r a n a lyze » Li c e n se d fr o m b u si n e ssm o d e lg e n e r a t i o n .c o m u n d e r a Cr e a t i ve Co m m o n s At t r i b u t i o n -S h a r e Al i ke 3.0 Un p o r t e d Li c e n se
LaunchPad Cent ral Week 5 KEY PARTNERS KEY ACTI VI TI ES VALUE PROPOSI TI ONS CUSTOM RELATI ONSHI PS ER CUSTOM SEG ENTS ER M Un ive rsit ie s: b sch o o ls, So ft wa re d e ve lo p me n t  Pe a ce o f m in d - Ge t : SEM; SEO; so cia l; Co n su me r d sch o o ls, so cia l » m e d ia b a ck e d u p & b lo g s » re se a rch e rs - UER, scie n ce s » s t o r e d in s e cu r e co n su me r in sig h t s, UX d e sig n » lo ca t io n » Ke e p : p ro d u ct e t c. » Co mp a n ie s w/ e n h a n ce me n t s; Cu st o me r a cq u isit io n d a t a b a se o f in t e rvie w  Ce n t r a l s t o r a g e - su rve ys; h ig h Pro d u ct Own e rs - » su b je ct s » a ll m e d ia in o n e swit ch in g co st s; e ma il b ra n d a n d p ro d u ct p la ce » o u t re a ch p ro g ra ms; ma n a g e rs » Qu a n t it ive Da t a scie n ce s » b lo g & co mmu n it y » re se a rch /a n a lyt ics  Acce s s ib ilit y - Ma rke t re se a rch firms KEY RESOURCES CHANNELS co mp a n ie s » Qu ick ly s e a r ch , » vie w , a n d s h a r e So ft wa re d e ve lo p e rs »  D e d ica t e d e - La t e r st a g e im p o r t a n t m o m e n t s co m m e rce » e n t re p re n e u rs » & m e m o r ie s fr o m  Vid e o e n g in e e rs m o b ile /w e b » »  Ap p St o r e s »  Pa r e n t s w it h  Cr e a t e y o u n g k id s » Ve n t u re fu n d in g » Dire ct Sa le s » s h a r e a b le m e d ia w it h o u t le n g t h y Da t a a n a lyt ics e xp e rt s De d ica t e d e - e d it in g » » co mme rce » COST STRUCTURE REVENUE STREAMS So ft wa re d e ve lo p me n t »  Fr e e m iu m ---> s u b s cr ip t io n b a s e d o n s t o r a g e /u s a g e » SG& A » Mo n t h ly su b scrip t io n fe e s: p e r u se r b a se d o n t o o ls n e e d e d a n d /o r d a t a u sa g e /st o ra g e » St o ra g e , b a n d wid t h , a n d se rve r fe e s » Fre e d a t a co lle ct io n , Fe e -b a se d d a t a a n a lysis »  So ft w a r e s a le s (lo ca l s t o r a g e ) » Li c e n se d fr o m b u si n e ssm o d e lg e n e r a t i o n .c o m u n d e r a Cr e a t i ve Co m m o n s At t r i b u t i o n -S h a r e Al i ke 3.0 Un p o r t e d Li c e n se
LaunchPad Cent ral Week 6 KEY PARTNERS KEY ACTI VI TI ES VALUE PROPOSI TI ONS CUSTOM RELATI ONSHI PS ER CUSTOM SEG ENTS ER M Un ive rsit ie s: b sch o o ls, So ft wa re d e ve lo p me n t Pe a ce o f min d - me d ia  Ge t : p a r e n t in g Co n su me r d sch o o ls, so cia l » b a cke d u p & st o re d in w e b s it e s lik e re se a rch e rs - UER, scie n ce s » se cu re lo ca t io n » b a b y ce n t e r . co m » co n su me r in sig h t s, UX d e sig n » e t c. » Co mp a n ie s w/  Fe e l lik e a g r e a t  Ge t : vira l Cu st o me r a cq u isit io n d a t a b a se o f in t e rvie w pa re nt » s h a r in g a m o n g Pro d u ct Own e rs - » su b je ct s » mo ms; ba by b ra n d a n d p ro d u ct Ce n t ra l st o ra g e - a ll sh ow e rs » ma n a g e rs » Qu a n t it ive Da t a scie n ce s » me d ia in o n e p la ce » re se a rch /a n a lyt ics Ma rke t re se a rch firms KEY RESOURCES CHANNELS Acce ssib ilit y - Qu ickly co mp a n ie s » » se a rch , vie w, a n d  Ph o t o a n d vid e o So ft wa re d e ve lo p e rs » sh a re imp o rt a n t De d ica t e d e - La t e r st a g e d ig it iz a t io n mo me n t s & me mo rie s co mme rce » e n t re p re n e u rs » co m p a n ie s » Vid e o e n g in e e rs » fro m mo b ile /we b » Ap p St o re s » Pa re n t s wit h yo u n g  So cia l n e t w o r k s Ve n t u re fu n d in g » Cre a t e sh a re a b le kid s » s u ch a s Pa t h » me d ia wit h o u t le n g t h y Dire ct Sa le s » Da t a a n a lyt ics e xp e rt s e d it in g »  Pa r e n t s w it h » De d ica t e d e - o ld e r k id s a n d  Sh a r e t h e co mme rce » ye a rs w o rt h o f COST STRUCTURE REVENUE STREAMS So ft wa re d e ve lo p me n t »  Fr e e t r ia l ---> s u b s cr ip t io n » SG& A » Fre e miu m ---> su b scrip t io n b a se d o n st o ra g e /u sa g e » St o ra g e , b a n d wid t h , a n d se rve r fe e s » Mo n t h ly su b scrip t io n fe e s: p e r u se r b a se d o n t o o ls n e e d e d a n d /o r d a t a u sa g e /st o ra g e »  Vid e o t r a n s co d in g » So ft wa re sa le s (lo ca l st o ra g e ) » Li c e n se d fr o m b u si n e ssm o d e lg e n e r a t i o n .c o m u n d e r a Cr e a t i ve Co m m o n s At t r i b u t i o n -S h a r e Al i ke 3.0 Un p o r t e d Li c e n se
LaunchPad Cent ral Week 7 KEY PARTNERS KEY ACTI VI TI ES VALUE PROPOSI TI ONS CUSTOM RELATI ONSHI PS ER CUSTOM SEG ENTS ER M Ph o t o a n d vid e o So ft wa re d e ve lo p me n t Pe a ce o f min d - me d ia Ge t : p a re n t in g Pa re n t s wit h yo u n g d ig it iza t io n co mp a n ie s » b a cke d u p & st o re d in we b sit e s like kid s » » se cu re lo ca t io n » b a b yce n t e r.co m » UX d e sig n » Pa re n t s wit h o ld e r So cia l n e t wo rks su ch Fe e l like a g re a t Ge t : vira l sh a rin g kid s a n d ye a rs wo rt h Cu st o me r a cq u isit io n a s Pa t h » p a re n t » a mo n g mo ms; b a b y o f me d ia » » sh o we rs » Ce n t ra l st o ra g e - a ll  Gr a n d p a r e n t s » me d ia in o n e p la ce » Ge t : SEM; SEO; so cia l;  Ch ild r e n » KEY RESOURCES CHANNELS Acce ssib ilit y - Qu ickly se a rch , vie w, a n d So ft wa re d e ve lo p e rs » sh a re imp o rt a n t De d ica t e d e - mo me n t s & me mo rie s co mme rce » Vid e o e n g in e e rs » fro m mo b ile /we b » Ap p St o re s » Ve n t u re fu n d in g » Cre a t e sh a re a b le me d ia wit h o u t le n g t h y e d it in g » Sh a re t h e mo me n t s COST STRUCTURE REVENUE STREAMS So ft wa re d e ve lo p me n t » Fre e t ria l ---> su b scrip t io n » SG& A » Fre e miu m ---> su b scrip t io n b a se d o n st o ra g e /u sa g e » St o ra g e , b a n d wid t h , a n d se rve r fe e s » So ft wa re sa le s (lo ca l st o ra g e ) » Vid e o t ra n sco d in g » Va lu e Ba se d Price Po in t » Li c e n se d fr o m b u si n e ssm o d e lg e n e r a t i o n .c o m u n d e r a Cr e a t i ve Co m m o n s At t r i b u t i o n -S h a r e Al i ke 3.0 Un p o r t e d Li c e n se
LaunchPad Cent ral Week 8 KEY PARTNERS KEY ACTI VI TI ES VALUE PROPOSI TI ONS CUSTOM RELATI ONSHI PS ER CUSTOM SEG ENTS ER M Ph o t o a n d vid e o So ft wa re d e ve lo p me n t Pe a ce o f min d - me d ia Ge t : p a re n t in g Pa re n t s wit h yo u n g d ig it iza t io n co mp a n ie s » b a cke d u p & st o re d in we b sit e s like kid s » » se cu re lo ca t io n » b a b yce n t e r.co m » UX d e sig n » Pa re n t s wit h o ld e r So cia l n e t wo rks su ch Fe e l like a g re a t Ge t : vira l sh a rin g kid s a n d ye a rs wo rt h Cu st o me r a cq u isit io n a s Pa t h » p a re n t » a mo n g mo ms; b a b y o f me d ia » » sh o we rs »  An ce s t r y . co m » Ce n t ra l st o ra g e - a ll Gra n d p a re n t s » me d ia in o n e p la ce » Ge t : SEM; SEO; so cia l; Ch ild re n » KEY RESOURCES CHANNELS Acce ssib ilit y - Qu ickly se a rch , vie w, a n d So ft wa re d e ve lo p e rs » sh a re imp o rt a n t De d ica t e d e - mo me n t s & me mo rie s co mme rce » Vid e o e n g in e e rs » fro m mo b ile /we b » Ap p St o re s » Ve n t u re fu n d in g » Cre a t e sh a re a b le me d ia wit h o u t le n g t h y  U X D e s ig n e r s » e d it in g » Sh a re t h e mo me n t s COST STRUCTURE REVENUE STREAMS So ft wa re d e ve lo p me n t »  M o n t h ly s u b s cr ip t io n - n o fr e e t r ia l » SG& A » Fre e t ria l ---> su b scrip t io n » St o ra g e , b a n d wid t h , a n d se rve r fe e s » Fre e miu m ---> su b scrip t io n b a se d o n st o ra g e /u sa g e » Vid e o t ra n sco d in g »  As s e t s a le s - D VD 's , a lb u m s , e t c »  Lice n s in g fe e s - vo ice t o t e xt , fa cia l r e c » So ft wa re sa le s (lo ca l st o ra g e ) » Li c e n se d fr o m b u si n e ssm o d e lg e n e r a t i o n .c o m u n d e r a Cr e a t i ve Co m m o n s At t r i b u t i o n -S h a r e Al i ke 3.0 Un p o r t e d Li c e n se
LaunchPad Cent ral Week 9 KEY PARTN ERS KEY ACTIVITIES VALU E PRO PO SITIO N S CUSTO M ER CU STO M ER SEGM EN TS RELATIO N SH IPS Ph o t o a n d vid e o So ft wa re d e ve lo p me n t Pe a ce o f min d - me d ia Ge t : p a re n t in g Pa re n t s wit h yo u n g d ig it iza t io n co mp a n ie s » b a cke d u p & st o re d in we b sit e s like kid s » » se cu re lo ca t io n » b a b yce n t e r.co m » UX d e sig n » Pa re n t s wit h o ld e r So cia l n e t wo rks su ch Fe e l like a g re a t Ge t : vira l sh a rin g kid s a n d ye a rs wo rt h Cu st o me r a cq u isit io n a s Pa t h » p a re n t » a mo n g mo ms; b a b y o f me d ia » » sh o we rs » An ce st ry.co m » Ce n t ra l st o ra g e - a ll Gra n d p a re n t s » me d ia in o n e p la ce » Ge t : SEM; SEO; so cia l; Ch ild re n » KEY RESO U RCES CHAN N ELS Acce ssib ilit y - Qu ickly se a rch , vie w, a n d So ft wa re d e ve lo p e rs » sh a re imp o rt a n t De d ica t e d e - mo me n t s & me mo rie s co mme rce » Vid e o e n g in e e rs » fro m mo b ile /we b » Ap p St o re s » Ve n t u re fu n d in g » Cre a t e sh a re a b le me d ia wit h o u t le n g t h y UX De sig n e rs » e d it in g » Sh a re t h e mo me n t s CO ST STRU CTU RE REVEN U E STREAM S So ft wa re d e ve lo p me n t » Mo n t h ly su b scrip t io n - n o fre e t ria l » SG& A » Fre e t ria l ---> su b scrip t io n » St o ra g e , b a n d wid t h , a n d se rve r fe e s » Fre e miu m ---> su b scrip t io n b a se d o n st o ra g e /u sa g e » Vid e o t ra n sco d in g » Asse t sa le s - DVD's, a lb u ms, e t c » Lice n sin g fe e s - vo ice t o t e xt , fa cia l re c » Va lu e Ba se d Price Po in t » Li c e n se d fr o m b u si n e ssm o d e lg e n e r a t i o n .c o m u n d e r a Cr e a t i ve Co m m o n s At t r i b u t i o n -S h a r e Al i ke 3.0 Un p o r t e d Li c e n se
LaunchPad Cent ral Week KEY PARTN ERS KEY ACTIVITIES VALU E PRO PO SITIO N S CUSTO M ER CU STO M ER SEGM EN TS 10 RELATIO N SH IPS Ph o t o a n d vid e o So ft wa re d e ve lo p me n t Simp licit y » Ge t : p a re n t in g Pa re n t s wit h yo u n g d ig it iza t io n co mp a n ie s » we b sit e s like kid s » Pe a ce o f min d - me d ia » b a b yce n t e r.co m » UX d e sig n » b a cke d u p & st o re d in Pa re n t s wit h o ld e r So cia l n e t wo rks su ch se cu re lo ca t io n » Ge t : vira l sh a rin g kid s a n d ye a rs wo rt h Cu st o me r a cq u isit io n a s Pa t h » a mo n g mo ms; b a b y o f me d ia » » Fe e l like a g re a t sh o we rs » An ce st ry.co m » p a re n t » Gra n d p a re n t s » Ge t : SEM; SEO; so cia l; Pa re n t in g g ro u p s Ce n t ra l st o ra g e - a ll Ch ild re n » KEY RESO U RCES CHAN N ELS su ch a s Go ld e n Ga t e me d ia in o n e p la ce » Mo t h e rs Gro u p » Acce ssib ilit y - Qu ickly So ft wa re d e ve lo p e rs » De d ica t e d e - Dro p b o x » se a rch , vie w, a n d co mme rce » Vid e o e n g in e e rs » sh a re imp o rt a n t mo me n t s & me mo rie s Ap p St o re s » Ve n t u re fu n d in g » fro m mo b ile /we b » UX De sig n e rs » Cre a t e sh a re a b le me d ia wit h o u t le n g t h y e d it in g » CO ST STRU CTU RE REVEN U E STREAM S So ft wa re d e ve lo p me n t » Mo n t h ly su b scrip t io n - n o fre e t ria l » SG& A » Fre e t ria l ---> su b scrip t io n » St o ra g e , b a n d wid t h , a n d se rve r fe e s » Fre e miu m ---> su b scrip t io n b a se d o n st o ra g e /u sa g e » Vid e o t ra n sco d in g » Asse t sa le s - DVD's, a lb u ms, e t c » Lice n sin g fe e s - vo ice t o t e xt , fa cia l re c » Va lu e Ba se d Price Po in t » Li c e n se d fr o m b u si n e ssm o d e lg e n e r a t i o n .c o m u n d e r a Cr e a t i ve Co m m o n s At t r i b u t i o n -S h a r e Al i ke 3.0 Un p o r t e d Li c e n se

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Evoke final 2013 berkeley

  • 1.
    THIS WEEK TO DATE INTERVIEWS: 20 105
  • 2.
    Evoke Team Hustler / Picker / SME Background: • Consulting Hacker • Ethnography Background: • Software Engineer – mobile video • Product Design Hustler / Designer Background: • Enterprise Software Sales • Product Marketing Hacker Background: • Software Engineer - web • Product Design Hustler / SME Background: • Consulting • Market Research
  • 3.
    DiscoverX Mobile+web research managementsystem that enables researchers, product owners entrepreneurs to save time & money and learn faster as they collect, manage, analyze and share qualitative research media (such as video recordings of interviews, observations, and product testing)
  • 4.
    Initial Idea The solution Get the whole process under one The problem roof and searchable. Create central hub for all qualitative data. Collecting, analyzing, and Build tools that facilitate the sharing qualitative research collection of data as well as the data is time analysis and sharing of data. consuming, cumbersome, Organizations would save time expensive, and full of and money while also being able redundant effort. to compound learning and develop deeper insight into consumer motivations. +
  • 5.
    Market for QualitativeResearch Assumptions Assumptions Assumptions 25bn on market research in US 50% of qualitative research is 10% SOM 7 billion on qualitative; being done in house 20% of that on tech and support Source: Greenbook +time saving Source: Ibis
  • 6.
    Product- Reaching Building the Market Fit Consumers Business
  • 7.
    Business Model: Week1 Key partnerships Key activities Value Customer Customer propositions relationships segments Set of digital Universities: customer discovery Online communities dschools, Software tool Design bschools, social Development Consultancies sciences Data Sciences Ladder Up – Direct relationship capture why? Research firms Voice to text Customer Acquisition Streamline FAQ or help Consumer Insights companies collection and pages / self teams – B2C UX Design analysis of service companies Gates Foundation qualitative data Key resources Derive better Channels Product insights Development Companies with access to interview IP: Data architecture Delivers better teams Sales force subjects & Mining research User Experience outcomes Researchers Research Expertise Web sales Access to big Data analytics qualitative data Entrepreneurs domain experts set App Stores Venture funding Draw insights form past Software developers studies Cost structure Revenue streams Subscription or freemium for entrepreneurs Value driven Software development Service fee for research tools business model Service fee for sense-making tools SG&A Storage, bandwidth, server fees Service fee for aggregate data set
  • 8.
    What We Did 42interviews Startups & mature organizations across multiple industries • CGP • Retail • Consumer technology • Market research • Legal services
  • 9.
    Wireframe MVP Manage & condense Collect & tag research media Analyze & derive insights Upload Share Video montage
  • 10.
    What We Learned:Corporate Jobs Providers An ethnographic study of 8 Develop In-house people costs minimum of researchers new $50K products Video has a 4:1 processing to Brand Agencies record length ratio Test UI Qualitative research firms Test Ad Copy Ad Agencies Organization Independent Design researchers Packaging Research facilities Product Placement Focus group moderators Brand reposition Boutique revitalize Research Firms
  • 11.
    What We Learned:Corporate Jobs Providers An ethnographic study of 8 Develop In-house people costs minimum of researchers new $50K products Video has a 4:1 processing to 75% done in the lab with existing solutions Agencies Brand record length ratio Proprietary UI Test methods are strategic advantage for external firms Qualitative Researchers unwilling to change habits research firms Video is used in minority of cases Test Ad Copy Ad Agencies Not a burning need Organization Independent Design researchers Packaging Research facilities Product Placement Focus group moderators Brand reposition Boutique revitalize Research Firms
  • 12.
    What We Learned:Legal Depositions Courts Saboteurs Barkley Court Reporters records over 800 hours of video daily Admins Decision Makers & Influencers Managing Attorneys Partners & Clients Economic Users Buyers Junior Partners Decision makers $ Influencers DiscoverX Court Real-time Trial director reporting deposition software agencies software
  • 13.
    What We Learned:Legal Depositions Courts Saboteurs Barkley Court Reporters records over 800 hours of video daily Attorneys are late adopters Admins Decision 2 year sales cycle Makers & Would have to integrate with incumbent’s Influencers solutions Managing Attorneys Partners Only incremental value to add & Clients Economic No burning Buyers need Users Junior Partners Decision makers $ Influencers DiscoverX Court Real-time Trial director reporting deposition software agencies software
  • 14.
    What We Learned:Entrepreneurs What we thought: They’re like us. They need to talk to customers and keep their whole team on the same page. We can help. The reality: Only seasoned entrepreneurs or those trained in lean startup methods see the need to do research. Of those, few feel comfortable recording video. And they don’t have any $.
  • 15.
    What We Learned:Entrepreneurs What we thought: They’re like us. TheyHard to reach need to talk to customers and keep their whole team on the same page. We can help. + No burning need The reality: + $ Not our customer Only seasoned entrepreneurs or those trained in lean startup methods see the need to do research. Of those, few feel comfortable recording video. And they don’t have any $.
  • 16.
    What We Learned:Signal in the Noise “I might use this in my work, but where I really want it is at home filming my kids. I take a lot of video and can’t find anything. I would pay good money for a solution there.”
  • 17.
    What We Did In person Got out of the building and spoke with 50+ parents, grandparents, and children. MVP Developed a working iPhone app and showed it to parents. Online Launched a website, drove traffic to it and A/B tested various value propositions. Surveys Reached 200 parents to find out how often and for what duration they record videos of their kids.
  • 18.
    What We Learned:Current Workflow Phone Hard to find storage fills up moments – can’t take after upload Moments video until get missed upload Video editing is intimidating Parents want easy options Media is stored to share Parents take Media gets privately photos & video on the phone loaded to laptop with smartphone via iTunes Can’t find files Whole video to share too long / boring to share
  • 19.
    What We Learned:Evoke Workflow Sign up for creative Easily find exact projects moments Receive reminders & guides on your smartphone Automatic upload Create montages with no editing Capture the moment Easily find Share with the Evoke app exact privately or moments to social Tag moments as networks you record
  • 20.
  • 21.
    Insights: Parents Mom at a coffee shop: “I definitely want this! Is it available now? What is it called? What is the company name? Wait…how will I find it?” Dad with a burning need: “You have to solve this problem for me. I have video everywhere. I can’t find anything. My wife is getting mad at me because I told her we can’t take more video. Please help.”
  • 22.
    Insights: Parents Mom at a coffee shop: “I definitely want Burning available now? What is it called? this! Is it need What is the company name? Wait…how will I find it?” ✔ Pupil dilation Dad with a burning need: by emotional needs High WTP driven “You have to solve this problem for me. I have video Potentially long customer lifetime everywhere. I can’t find anything. My wife is getting mad at me because I told her we can’t take more video. Please help.”
  • 23.
    Market for FamilyMemoirs Assumptions Assumptions Assumptions Total families with children Total families with children 10% SOM under 18 x ARPU x 12 under 18 x 55% smartphone Source: Census penetration x 90% android/iOS market share x ARPU x 12 Source: Census and Nielsen
  • 24.
  • 25.
    Product- Reaching Building the Market Fit Consumers Business
  • 26.
    Business Model: Week6 LaunchPad Cent ral KEY PARTNERS KEY ACTI VI TI ES VALUE PROPOSI TI ONS CUSTOM RELATI ONSHI PS ER CUSTOM SEG ENTS ER M Un ive rsit ie s: b sch o o ls, So ft wa re d e ve lo p me n t Pe a ce o f min d - me d ia  Ge t : p a r e n t in g Co n su me r d sch o o ls, so cia l » b a cke d u p & st o re d in w e b s it e s lik e re se a rch e rs - UER, scie n ce s » se cu re lo ca t io n » b a b y ce n t e r . co m » co n su me r in sig h t s, UX d e sig n » e t c. » Co mp a n ie s w/  Fe e l lik e a g r e a t  Ge t : vira l Cu st o me r a cq u isit io n d a t a b a se o f in t e rvie w pa re nt » s h a r in g a m o n g Pro d u ct Own e rs - » su b je ct s » mo ms; ba by b ra n d a n d p ro d u ct Ce n t ra l st o ra g e - a ll sh ow e rs » ma n a g e rs » Qu a n t it ive Da t a scie n ce s » me d ia in o n e p la ce » re se a rch /a n a lyt ics Ma rke t re se a rch firms KEY RESOURCES CHANNELS Acce ssib ilit y - Qu ickly co mp a n ie s » » se a rch , vie w, a n d  Ph o t o a n d vid e o So ft wa re d e ve lo p e rs » sh a re imp o rt a n t De d ica t e d e - La t e r st a g e d ig it iz a t io n mo me n t s & me mo rie s co mme rce » e n t re p re n e u rs » co m p a n ie s » Vid e o e n g in e e rs » fro m mo b ile /we b » Ap p St o re s » Pa re n t s wit h yo u n g  So cia l n e t w o r k s Ve n t u re fu n d in g » Cre a t e sh a re a b le kid s » s u ch a s Pa t h » me d ia wit h o u t le n g t h y Dire ct Sa le s » Da t a a n a lyt ics e xp e rt s e d it in g »  Pa r e n t s w it h » De d ica t e d e - o ld e r k id s a n d  Sh a r e t h e co mme rce » ye a rs w o rt h o f COST STRUCTURE REVENUE STREAMS So ft wa re d e ve lo p me n t »  Fr e e t r ia l ---> s u b s cr ip t io n » SG& A » Fre e miu m ---> su b scrip t io n b a se d o n st o ra g e /u sa g e » St o ra g e , b a n d wid t h , a n d se rve r fe e s » Mo n t h ly su b scrip t io n fe e s: p e r u se r b a se d o n t o o ls n e e d e d a n d /o r d a t a u sa g e /st o ra g e »  Vid e o t r a n s co d in g » So ft wa re sa le s (lo ca l st o ra g e ) » Li c e n se d fr o m b u si n e ssm o d e lg e n e r a t i o n .c o m u n d e r a Cr e a t i ve Co m m o n s At t r i b u t i o n -S h a r e Al i ke 3.0 Un p o r t e d Li c e n se
  • 27.
    What We Did Builta website Ran AdWords & A/B tested • Demand generation • Revenue & pricing Talked to more customers
  • 28.
    What We Learned:Acquisition Moms share what Moms trust these We are talking to Most parents we works with other blogger for GGMG about potential spoke with check moms, and they trust recommendations. partnership. BabyCenter. these relationships. Acquisition Cost: Acquisition Cost: Dropbox AWS SEM: $23.77 SEM: $23.77 Free Trial: $ 13.86 Free Trial: $ 5.40 CAC: $37.63 CAC: $29.17
  • 29.
    What We Learned:Revenue Strategy Subscription Fee Basic Premium Family Plus Asset Sales Montages DVD’s Photo books Complete timelines Usage Fees Extra Storage Extra Streaming One Time Fee
  • 30.
    What We Learned:Lifetime Value We provide storage: AWS We use Dropbox storage Assumptions: Assumptions: • 5% conversion rate from pricing • Same conversion rate test • Two tiers • Percent at each pricing tier: • Same percentage breakdown (top two tiers combined) $29.99 (14%) $9.99 $9.99 $4.99 (57%) $14.99 (43%) (29%) (57%) ARPU: $14.27 ARPU: $7.13 Lifetime: 120 months Lifetime: 120 months Gross margins: 26% Gross margins: 75% CLTV: $431 CLTV: $640
  • 31.
    What We Learned:Channel Economics Online Monthly Subscription With Storage COGS SG&A Profit Acquisitio $10.61 R&D $0.1 n $1.87 5 $1.63 Price = $14.27 Revenue = $12.64 Cost = $12.48 Assume month 24 with 86,368 subscribers
  • 32.
    What We Learned:Channel Economics Online Monthly Subscription Without Storage COGS SG&A, R&D Profit Acquisitio $1.80 $3.14 $1.37 n ✔ $0.82 Price = $7.13 Revenue = $6.31 Cost = $4.94 Assume month 24 with 45,000 subscribers Break even at 31,800 subscribers
  • 33.
    Product- Reaching Building the Market Fit Consumers Business
  • 34.
    Business Model: Week10 LaunchPad Cent ral KEY PARTNERS KEY ACTI VI TI ES VALUE PROPOSI TI ONS CUSTOM RELATI ONSHI PS ER CUSTOM SEG ENTS ER M Ph o t o a n d vid e o So ft wa re d e ve lo p me n t Pe a ce o f min d - me d ia Ge t : p a re n t in g Pa re n t s wit h yo u n g d ig it iza t io n co mp a n ie s » b a cke d u p & st o re d in we b sit e s like kid s » » se cu re lo ca t io n » b a b yce n t e r.co m » UX d e sig n » Pa re n t s wit h o ld e r So cia l n e t wo rks su ch Fe e l like a g re a t Ge t : vira l sh a rin g kid s a n d ye a rs wo rt h Cu st o me r a cq u isit io n a s Pa t h » p a re n t » a mo n g mo ms; b a b y o f me d ia » » sh o we rs » An ce st ry.co m » Ce n t ra l st o ra g e - a ll Gra n d p a re n t s » me d ia in o n e p la ce » Ge t : SEM; SEO; so cia l;  Pa re n t in g Ch ild re n » KEY RESOURCES CHANNELS g ro u p s s u ch a s Acce ssib ilit y - Qu ickly Go ld e n Ga t e se a rch , vie w, a n d M o t h e rs Gro u p » So ft wa re d e ve lo p e rs » sh a re imp o rt a n t De d ica t e d e - mo me n t s & me mo rie s co mme rce »  Dro pbox » Vid e o e n g in e e rs » fro m mo b ile /we b » Ap p St o re s » Ve n t u re fu n d in g » Cre a t e sh a re a b le me d ia wit h o u t le n g t h y UX De sig n e rs » e d it in g » Sh a re t h e mo me n t s COST STRUCTURE REVENUE STREAMS So ft wa re d e ve lo p me n t » Mo n t h ly su b scrip t io n - n o fre e t ria l » SG& A » Fre e t ria l ---> su b scrip t io n » St o ra g e , b a n d wid t h , a n d se rve r fe e s » Fre e miu m ---> su b scrip t io n b a se d o n st o ra g e /u sa g e » Vid e o t ra n sco d in g » Asse t sa le s - DVD's, a lb u ms, e t c » Lice n sin g fe e s - vo ice t o t e xt , fa cia l re c » Va lu e Ba se d Price Po in t » Li c e n se d fr o m b u si n e ssm o d e lg e n e r a t i o n .c o m u n d e r a Cr e a t i ve Co m m o n s At t r i b u t i o n -S h a r e Al i ke 3.0 Un p o r t e d Li c e n se
  • 35.
    What we did Interviews •Technology Experts • Potential partners • More parents streaming video storage transcoding webm Technology deep dive transcoding streaming • Research streaming storage • Discussions video transcoding storage • Lots of trial runs storage encoding Cost & revenue analysis
  • 36.
    What We Learned:Technology Flow Evoke Backend Server Storage services Smart phones Transcoding video files Databases Transcoded video files Metadata – video Metadata files mapping Consumer Laptop Evoke Frontend Server Website Services
  • 37.
    What We Learned:Technology Flow Evoke Backend Server iPhone/Android Transcoding video files Transcoding to .mov,.mp4,.ogg container formats Authenticated Databases user video Mp4 format – Metadata – video H.264 encoding + AAC encoding mapping SQLLite,/Mysql Consumer Laptop Evoke Frontend Server Transcoded video files N formats – existing media AWS handles backup and secure storage Website Services
  • 38.
    What We Learned:Technology Flow Evoke Backend Server iPhone/Android Transcoding video files Transcoding to .ogg container format Authenticated Databases user video Mp4 format – Metadata – video H.264 encoding + AAC encoding mapping SQLLite,/Mysql Consumer Laptop Evoke Frontend Server Transcoded video files N formats – existing media Dropbox handles backup and secure storage Website Services
  • 39.
    What We Learned:Technology Flow Evoke Backend Server iPhone/Android Transcoding video files Transcoding to .ogg container format Transcoding reduced from 3 formats to 1 Authenticated Databases user video Mp4 format – H.264 encoding + There’s more… – video Metadata AAC encoding mapping SQLLite,/Mysql Consumer Laptop Evoke Frontend Server Transcoded video files N formats – existing media Dropbox handles backup and secure storage Website Services
  • 40.
    What We Learned:AWS vs. Dropbox At the end of 12 months Users : 8724 (10% growth mom) Upload assumption : 1.5 GB HD/month Transcoding 3 or more formats 1 or 2 formats Transcoding cost > $3.6 /month /user < $1.8 /month /user Storage cost $2.26 /month /user 0 Streaming cost $1.83 /month /user 0 Storage backup Increases cost No cost implications User’s trust in the Low as Evoke is front end High beginning Multiple layers – investment heavy Single layer – Dropbox handles a User authentication for Evoke layer of authentication
  • 41.
    What We Learned:Key Partners Secure storage for end Video digitization services Influential Parenting Group consumers Joint Business Traffic Key Supplier Development Customer acquisition Customer Customer acquisition, joint- acquisition, storage platform marketing, co-branding Not at this point Still investigating
  • 42.
    Business Model: Current LaunchPadCent ral KEY PARTN ERS KEY ACTIVITIES VALU E PRO PO SITIO N S CUSTO M ER CU STO M ER SEGM EN TS RELATIO N SH IPS Ph o t o a n d vid e o So ft wa re d e ve lo p me n t Simp licit y » Ge t : p a re n t in g Pa re n t s wit h yo u n g d ig it iza t io n co mp a n ie s » we b sit e s like kid s » Pe a ce o f min d - me d ia » b a b yce n t e r.co m » UX d e sig n » b a cke d u p & st o re d in Pa re n t s wit h o ld e r So cia l n e t wo rks su ch se cu re lo ca t io n » Ge t : vira l sh a rin g kid s a n d ye a rs wo rt h Cu st o me r a cq u isit io n a s Pa t h » a mo n g mo ms; b a b y o f me d ia » » Fe e l like a g re a t sh o we rs » An ce st ry.co m » p a re n t » Gra n d p a re n t s » Ge t : SEM; SEO; so cia l; Pa re n t in g g ro u p s Ce n t ra l st o ra g e - a ll Ch ild re n » KEY RESO U RCES CHAN N ELS su ch a s Go ld e n Ga t e me d ia in o n e p la ce » Mo t h e rs Gro u p » Acce ssib ilit y - Qu ickly So ft wa re d e ve lo p e rs » De d ica t e d e - Dro p b o x » se a rch , vie w, a n d co mme rce » Vid e o e n g in e e rs » sh a re imp o rt a n t mo me n t s & me mo rie s Ap p St o re s » Ve n t u re fu n d in g » fro m mo b ile /we b » UX De sig n e rs » Cre a t e sh a re a b le me d ia wit h o u t le n g t h y e d it in g » CO ST STRU CTU RE REVEN U E STREAM S So ft wa re d e ve lo p me n t » Mo n t h ly su b scrip t io n - n o fre e t ria l » SG& A » Fre e t ria l ---> su b scrip t io n » St o ra g e , b a n d wid t h , a n d se rve r fe e s » Fre e miu m ---> su b scrip t io n b a se d o n st o ra g e /u sa g e » Vid e o t ra n sco d in g » Asse t sa le s - DVD's, a lb u ms, e t c » Lice n sin g fe e s - vo ice t o t e xt , fa cia l re c » Va lu e Ba se d Price Po in t » Li c e n se d fr o m b u si n e ssm o d e lg e n e r a t i o n .c o m u n d e r a Cr e a t i ve Co m m o n s At t r i b u t i o n -S h a r e Al i ke 3.0 Un p o r t e d Li c e n se
  • 43.
    Summary - KeyLearning • Pick the right team! • A 30 minute customer conversation – Priceless! • Don’t reinvent the wheel • Prototypes and wireframes go a long way
  • 44.
  • 45.
    Week 1 Key partnerships Key activities Value propositions Customer relationships Customer segments Universities: dschools, Set of digital customer Online communities bschools, social sciences Software Development discovery tool Design Consultancies Direct relationship Ladder Up – capture Voice to text Data Sciences Research firms why? companies FAQ or help pages Customer Acquisition Consumer Insights teams Streamline / self service – B2C companies collection and Gates Foundation UX Design analysis of Product qualitative data Development Companies with Key resources Derive better Channels teams insights User Experience access to interview Researchers subjects Salesforce IP: Data architecture & Delivers better Mining research outcomes Entrepreneurs Research Expertise Web sales Access to big Data analytics domain qualitative data set experts App Stores Draw insights form Venture funding past studies Software developers Cost structure Revenue streams Subscription or freemium for entrepreneurs Value driven Software development Service fee for research tools business model Service fee for sense-making tools SG&A Storage, bandwidth, server fees Service fee for aggregate data set
  • 46.
    LaunchPad Cent ral Week 2 KEY PARTNERS KEY ACTI VI TI ES VALUE PROPOSI TI ONS CUSTOM RELATI ONSHI PS ER CUSTOM SEG ENTS ER M  U n ive r s it ie s :  So ft w a r e  Ge t : SEM ; SEO ;  Co n s u m e r b s ch o o ls , d s ch o o ls , d e ve lo p m e n t » s o cia l; b lo g s » r e s e a r ch e r s - U ER, s o cia l s cie n ce s » co n s u m e r in s ig h t s ,  U X d e s ig n »  Ke e p : p r o d u ct e t c. »  Co m p a n ie s w / e n h a n ce m e n t s ;  Cu s t o m e r d a t a ba se of s u r ve y s ; h ig h  Pr o d u ct O w n e r s a cq u is it io n » in t e r vie w s u b je ct s s w it ch in g co s t s ; - b ra n d a n d » e m a il o u t r e a ch p r o d u ct m a n a g e r s  D a t a s cie n ce s » p r o g r a m s ; b lo g & » KEY RESOURCES CHANNELS Bra n d Ma n a g e rs - CPG »  So ft w a r e  D ir e ct Sa le s » d e ve lo p e rs »  En t re p r e n e u r s »  D e d ica t e d e -  Ve n t u r e fu n d in g co m m e rce » »  Ap p St o r e s »  D a t a a n a ly t ics e xp e r t s » COST STRUCTURE REVENUE STREAMS  So ft w a r e d e ve lo p m e n t »  Fr e e d a t a co lle ct io n , Fe e -b a s e d d a t a a n a ly s is »  SG& A »  Va lu e Ba s e d Pr ice Po in t »  St o r a g e , b a n d w id t h , a n d s e r ve r fe e s » Li c e n se d fr o m b u si n e ssm o d e lg e n e r a t i o n .c o m u n d e r a Cr e a t i ve Co m m o n s At t r i b u t i o n -S h a r e Al i ke 3.0 Un p o r t e d Li c e n se
  • 47.
    LaunchPad Cent ral Week 3 KEY PARTNERS KEY ACTI VI TI ES VALUE PROPOSI TI ONS CUSTOM RELATI ONSHI PS ER CUSTOM SEG ENTS ER M Un ive rsit ie s: b sch o o ls, So ft wa re d e ve lo p me n t  Sa ve m o n e y : Ge t : SEM; SEO; so cia l; Co n su me r d sch o o ls, so cia l » le s s r e d u n d a n t b lo g s » re se a rch e rs - UER, scie n ce s » w o r k , le s s t im e co n su me r in sig h t s, UX d e sig n » spe nt » Ke e p : p ro d u ct e t c. » Co mp a n ie s w/ e n h a n ce me n t s; Cu st o me r a cq u isit io n d a t a b a se o f in t e rvie w  Sa ve t im e o n su rve ys; h ig h Pro d u ct Own e rs - » su b je ct s » e a ch s t u d y : m o r e swit ch in g co st s; e ma il b ra n d a n d p ro d u ct e fficie n t d a t a o u t re a ch p ro g ra ms; ma n a g e rs »  Qu a n t it ive Da t a scie n ce s » co lle ct io n , le s s b lo g & co mmu n it y » r e s e a r ch /a n a ly t ics En t re p re n e u rs » KEY RESOURCES t im e e d it in g & CHANNELS co m p a n ie s » t r a n s cr ib in g , fa s t e r Co n su me r t e ch - u se r t o sha re » So ft wa re d e ve lo p e rs » Dire ct Sa le s » e xp e rie n ce re se a rch e rs »  Re d u ce Ve n t u re fu n d in g » De d ica t e d e - re dund a nt w o rk: co mme rce » CPG - co n su me r a cce s s & le a r n fr o m Da t a a n a lyt ics e xp e rt s in sig h t s t e a ms » p a s t & co n cu r r e n t » Ap p St o re s » s t u d ie s » Re se a rch e xp e rt ise »  D e ve lo p b e t t e r COST STRUCTURE REVENUE STREAMS So ft wa re d e ve lo p me n t »  M o n t h ly s u b s cr ip t io n fe e s : p e r u s e r b a s e d o n t o o ls n e e d e d a n d /o r d a t a u s a g e /s t o r a g e » SG& A » Fre e d a t a co lle ct io n , Fe e -b a se d d a t a a n a lysis » St o ra g e , b a n d wid t h , a n d se rve r fe e s » Va lu e Ba se d Price Po in t »  Co n s u lt in g fe e s : r e cr u it , m o b iliz e , o r g a n iz e , a n d /o r a n a ly z e » Li c e n se d fr o m b u si n e ssm o d e lg e n e r a t i o n .c o m u n d e r a Cr e a t i ve Co m m o n s At t r i b u t i o n -S h a r e Al i ke 3.0 Un p o r t e d Li c e n se
  • 48.
    LaunchPad Cent ral Week 4 KEY PARTNERS KEY ACTI VI TI ES VALUE PROPOSI TI ONS CUSTOM RELATI ONSHI PS ER CUSTOM SEG ENTS ER M Un ive rsit ie s: b sch o o ls, So ft wa re d e ve lo p me n t Sa ve t ime p re p a rin g Ge t : SEM; SEO; so cia l; Co n su me r d sch o o ls, so cia l » fo r t ria l » b lo g s » re se a rch e rs - UER, scie n ce s » co n su me r in sig h t s, UX d e sig n » Sa ve mo n e y: le ss Ke e p : p ro d u ct e t c. » Co mp a n ie s w/ re d u n d a n t wo rk, le ss e n h a n ce me n t s; Cu st o me r a cq u isit io n d a t a b a se o f in t e rvie w t ime sp e n t » su rve ys; h ig h Pro d u ct Own e rs - » su b je ct s » swit ch in g co st s; e ma il b ra n d a n d p ro d u ct Mo re e ffe ct ive ly o u t re a ch p ro g ra ms; ma n a g e rs » Qu a n t it ive Da t a scie n ce s » le ve ra g e vid e o a sse t s b lo g & co mmu n it y » re se a rch /a n a lyt ics b e fo re a n d d u rin g En t re p re n e u rs » KEY RESOURCES CHANNELS co mp a n ie s » t ria l » La w firms » So ft wa re d e ve lo p e rs » Use a d va n ce d Dire ct Sa le s » a n a lysis like fa cia l  M a r k e t r e s e a r ch Ve n t u re fu n d in g » mu scle mo ve me n t s t o De d ica t e d e - fir m s » st re a mlin e t ria l p re p co mme rce » Da t a a n a lyt ics e xp e rt s  La t e r s t a g e a n d /o r se t t le me n t » » Ap p St o re s » e n t re pre n e urs » Sa ve t ime o n e a ch Re se a rch e xp e rt ise » st u d y: mo re e fficie n t d a t a co lle ct io n , le ss COST STRUCTURE REVENUE STREAMS So ft wa re d e ve lo p me n t » Mo n t h ly su b scrip t io n fe e s: p e r u se r b a se d o n t o o ls n e e d e d a n d /o r d a t a u sa g e /st o ra g e » SG& A » Fre e d a t a co lle ct io n , Fe e -b a se d d a t a a n a lysis » St o ra g e , b a n d wid t h , a n d se rve r fe e s » Va lu e Ba se d Price Po in t » Co n su lt in g fe e s: re cru it , mo b ilize , o rg a n ize , a n d /o r a n a lyze » Li c e n se d fr o m b u si n e ssm o d e lg e n e r a t i o n .c o m u n d e r a Cr e a t i ve Co m m o n s At t r i b u t i o n -S h a r e Al i ke 3.0 Un p o r t e d Li c e n se
  • 49.
    LaunchPad Cent ral Week 5 KEY PARTNERS KEY ACTI VI TI ES VALUE PROPOSI TI ONS CUSTOM RELATI ONSHI PS ER CUSTOM SEG ENTS ER M Un ive rsit ie s: b sch o o ls, So ft wa re d e ve lo p me n t  Pe a ce o f m in d - Ge t : SEM; SEO; so cia l; Co n su me r d sch o o ls, so cia l » m e d ia b a ck e d u p & b lo g s » re se a rch e rs - UER, scie n ce s » s t o r e d in s e cu r e co n su me r in sig h t s, UX d e sig n » lo ca t io n » Ke e p : p ro d u ct e t c. » Co mp a n ie s w/ e n h a n ce me n t s; Cu st o me r a cq u isit io n d a t a b a se o f in t e rvie w  Ce n t r a l s t o r a g e - su rve ys; h ig h Pro d u ct Own e rs - » su b je ct s » a ll m e d ia in o n e swit ch in g co st s; e ma il b ra n d a n d p ro d u ct p la ce » o u t re a ch p ro g ra ms; ma n a g e rs » Qu a n t it ive Da t a scie n ce s » b lo g & co mmu n it y » re se a rch /a n a lyt ics  Acce s s ib ilit y - Ma rke t re se a rch firms KEY RESOURCES CHANNELS co mp a n ie s » Qu ick ly s e a r ch , » vie w , a n d s h a r e So ft wa re d e ve lo p e rs »  D e d ica t e d e - La t e r st a g e im p o r t a n t m o m e n t s co m m e rce » e n t re p re n e u rs » & m e m o r ie s fr o m  Vid e o e n g in e e rs m o b ile /w e b » »  Ap p St o r e s »  Pa r e n t s w it h  Cr e a t e y o u n g k id s » Ve n t u re fu n d in g » Dire ct Sa le s » s h a r e a b le m e d ia w it h o u t le n g t h y Da t a a n a lyt ics e xp e rt s De d ica t e d e - e d it in g » » co mme rce » COST STRUCTURE REVENUE STREAMS So ft wa re d e ve lo p me n t »  Fr e e m iu m ---> s u b s cr ip t io n b a s e d o n s t o r a g e /u s a g e » SG& A » Mo n t h ly su b scrip t io n fe e s: p e r u se r b a se d o n t o o ls n e e d e d a n d /o r d a t a u sa g e /st o ra g e » St o ra g e , b a n d wid t h , a n d se rve r fe e s » Fre e d a t a co lle ct io n , Fe e -b a se d d a t a a n a lysis »  So ft w a r e s a le s (lo ca l s t o r a g e ) » Li c e n se d fr o m b u si n e ssm o d e lg e n e r a t i o n .c o m u n d e r a Cr e a t i ve Co m m o n s At t r i b u t i o n -S h a r e Al i ke 3.0 Un p o r t e d Li c e n se
  • 50.
    LaunchPad Cent ral Week 6 KEY PARTNERS KEY ACTI VI TI ES VALUE PROPOSI TI ONS CUSTOM RELATI ONSHI PS ER CUSTOM SEG ENTS ER M Un ive rsit ie s: b sch o o ls, So ft wa re d e ve lo p me n t Pe a ce o f min d - me d ia  Ge t : p a r e n t in g Co n su me r d sch o o ls, so cia l » b a cke d u p & st o re d in w e b s it e s lik e re se a rch e rs - UER, scie n ce s » se cu re lo ca t io n » b a b y ce n t e r . co m » co n su me r in sig h t s, UX d e sig n » e t c. » Co mp a n ie s w/  Fe e l lik e a g r e a t  Ge t : vira l Cu st o me r a cq u isit io n d a t a b a se o f in t e rvie w pa re nt » s h a r in g a m o n g Pro d u ct Own e rs - » su b je ct s » mo ms; ba by b ra n d a n d p ro d u ct Ce n t ra l st o ra g e - a ll sh ow e rs » ma n a g e rs » Qu a n t it ive Da t a scie n ce s » me d ia in o n e p la ce » re se a rch /a n a lyt ics Ma rke t re se a rch firms KEY RESOURCES CHANNELS Acce ssib ilit y - Qu ickly co mp a n ie s » » se a rch , vie w, a n d  Ph o t o a n d vid e o So ft wa re d e ve lo p e rs » sh a re imp o rt a n t De d ica t e d e - La t e r st a g e d ig it iz a t io n mo me n t s & me mo rie s co mme rce » e n t re p re n e u rs » co m p a n ie s » Vid e o e n g in e e rs » fro m mo b ile /we b » Ap p St o re s » Pa re n t s wit h yo u n g  So cia l n e t w o r k s Ve n t u re fu n d in g » Cre a t e sh a re a b le kid s » s u ch a s Pa t h » me d ia wit h o u t le n g t h y Dire ct Sa le s » Da t a a n a lyt ics e xp e rt s e d it in g »  Pa r e n t s w it h » De d ica t e d e - o ld e r k id s a n d  Sh a r e t h e co mme rce » ye a rs w o rt h o f COST STRUCTURE REVENUE STREAMS So ft wa re d e ve lo p me n t »  Fr e e t r ia l ---> s u b s cr ip t io n » SG& A » Fre e miu m ---> su b scrip t io n b a se d o n st o ra g e /u sa g e » St o ra g e , b a n d wid t h , a n d se rve r fe e s » Mo n t h ly su b scrip t io n fe e s: p e r u se r b a se d o n t o o ls n e e d e d a n d /o r d a t a u sa g e /st o ra g e »  Vid e o t r a n s co d in g » So ft wa re sa le s (lo ca l st o ra g e ) » Li c e n se d fr o m b u si n e ssm o d e lg e n e r a t i o n .c o m u n d e r a Cr e a t i ve Co m m o n s At t r i b u t i o n -S h a r e Al i ke 3.0 Un p o r t e d Li c e n se
  • 51.
    LaunchPad Cent ral Week 7 KEY PARTNERS KEY ACTI VI TI ES VALUE PROPOSI TI ONS CUSTOM RELATI ONSHI PS ER CUSTOM SEG ENTS ER M Ph o t o a n d vid e o So ft wa re d e ve lo p me n t Pe a ce o f min d - me d ia Ge t : p a re n t in g Pa re n t s wit h yo u n g d ig it iza t io n co mp a n ie s » b a cke d u p & st o re d in we b sit e s like kid s » » se cu re lo ca t io n » b a b yce n t e r.co m » UX d e sig n » Pa re n t s wit h o ld e r So cia l n e t wo rks su ch Fe e l like a g re a t Ge t : vira l sh a rin g kid s a n d ye a rs wo rt h Cu st o me r a cq u isit io n a s Pa t h » p a re n t » a mo n g mo ms; b a b y o f me d ia » » sh o we rs » Ce n t ra l st o ra g e - a ll  Gr a n d p a r e n t s » me d ia in o n e p la ce » Ge t : SEM; SEO; so cia l;  Ch ild r e n » KEY RESOURCES CHANNELS Acce ssib ilit y - Qu ickly se a rch , vie w, a n d So ft wa re d e ve lo p e rs » sh a re imp o rt a n t De d ica t e d e - mo me n t s & me mo rie s co mme rce » Vid e o e n g in e e rs » fro m mo b ile /we b » Ap p St o re s » Ve n t u re fu n d in g » Cre a t e sh a re a b le me d ia wit h o u t le n g t h y e d it in g » Sh a re t h e mo me n t s COST STRUCTURE REVENUE STREAMS So ft wa re d e ve lo p me n t » Fre e t ria l ---> su b scrip t io n » SG& A » Fre e miu m ---> su b scrip t io n b a se d o n st o ra g e /u sa g e » St o ra g e , b a n d wid t h , a n d se rve r fe e s » So ft wa re sa le s (lo ca l st o ra g e ) » Vid e o t ra n sco d in g » Va lu e Ba se d Price Po in t » Li c e n se d fr o m b u si n e ssm o d e lg e n e r a t i o n .c o m u n d e r a Cr e a t i ve Co m m o n s At t r i b u t i o n -S h a r e Al i ke 3.0 Un p o r t e d Li c e n se
  • 52.
    LaunchPad Cent ral Week 8 KEY PARTNERS KEY ACTI VI TI ES VALUE PROPOSI TI ONS CUSTOM RELATI ONSHI PS ER CUSTOM SEG ENTS ER M Ph o t o a n d vid e o So ft wa re d e ve lo p me n t Pe a ce o f min d - me d ia Ge t : p a re n t in g Pa re n t s wit h yo u n g d ig it iza t io n co mp a n ie s » b a cke d u p & st o re d in we b sit e s like kid s » » se cu re lo ca t io n » b a b yce n t e r.co m » UX d e sig n » Pa re n t s wit h o ld e r So cia l n e t wo rks su ch Fe e l like a g re a t Ge t : vira l sh a rin g kid s a n d ye a rs wo rt h Cu st o me r a cq u isit io n a s Pa t h » p a re n t » a mo n g mo ms; b a b y o f me d ia » » sh o we rs »  An ce s t r y . co m » Ce n t ra l st o ra g e - a ll Gra n d p a re n t s » me d ia in o n e p la ce » Ge t : SEM; SEO; so cia l; Ch ild re n » KEY RESOURCES CHANNELS Acce ssib ilit y - Qu ickly se a rch , vie w, a n d So ft wa re d e ve lo p e rs » sh a re imp o rt a n t De d ica t e d e - mo me n t s & me mo rie s co mme rce » Vid e o e n g in e e rs » fro m mo b ile /we b » Ap p St o re s » Ve n t u re fu n d in g » Cre a t e sh a re a b le me d ia wit h o u t le n g t h y  U X D e s ig n e r s » e d it in g » Sh a re t h e mo me n t s COST STRUCTURE REVENUE STREAMS So ft wa re d e ve lo p me n t »  M o n t h ly s u b s cr ip t io n - n o fr e e t r ia l » SG& A » Fre e t ria l ---> su b scrip t io n » St o ra g e , b a n d wid t h , a n d se rve r fe e s » Fre e miu m ---> su b scrip t io n b a se d o n st o ra g e /u sa g e » Vid e o t ra n sco d in g »  As s e t s a le s - D VD 's , a lb u m s , e t c »  Lice n s in g fe e s - vo ice t o t e xt , fa cia l r e c » So ft wa re sa le s (lo ca l st o ra g e ) » Li c e n se d fr o m b u si n e ssm o d e lg e n e r a t i o n .c o m u n d e r a Cr e a t i ve Co m m o n s At t r i b u t i o n -S h a r e Al i ke 3.0 Un p o r t e d Li c e n se
  • 53.
    LaunchPad Cent ral Week 9 KEY PARTN ERS KEY ACTIVITIES VALU E PRO PO SITIO N S CUSTO M ER CU STO M ER SEGM EN TS RELATIO N SH IPS Ph o t o a n d vid e o So ft wa re d e ve lo p me n t Pe a ce o f min d - me d ia Ge t : p a re n t in g Pa re n t s wit h yo u n g d ig it iza t io n co mp a n ie s » b a cke d u p & st o re d in we b sit e s like kid s » » se cu re lo ca t io n » b a b yce n t e r.co m » UX d e sig n » Pa re n t s wit h o ld e r So cia l n e t wo rks su ch Fe e l like a g re a t Ge t : vira l sh a rin g kid s a n d ye a rs wo rt h Cu st o me r a cq u isit io n a s Pa t h » p a re n t » a mo n g mo ms; b a b y o f me d ia » » sh o we rs » An ce st ry.co m » Ce n t ra l st o ra g e - a ll Gra n d p a re n t s » me d ia in o n e p la ce » Ge t : SEM; SEO; so cia l; Ch ild re n » KEY RESO U RCES CHAN N ELS Acce ssib ilit y - Qu ickly se a rch , vie w, a n d So ft wa re d e ve lo p e rs » sh a re imp o rt a n t De d ica t e d e - mo me n t s & me mo rie s co mme rce » Vid e o e n g in e e rs » fro m mo b ile /we b » Ap p St o re s » Ve n t u re fu n d in g » Cre a t e sh a re a b le me d ia wit h o u t le n g t h y UX De sig n e rs » e d it in g » Sh a re t h e mo me n t s CO ST STRU CTU RE REVEN U E STREAM S So ft wa re d e ve lo p me n t » Mo n t h ly su b scrip t io n - n o fre e t ria l » SG& A » Fre e t ria l ---> su b scrip t io n » St o ra g e , b a n d wid t h , a n d se rve r fe e s » Fre e miu m ---> su b scrip t io n b a se d o n st o ra g e /u sa g e » Vid e o t ra n sco d in g » Asse t sa le s - DVD's, a lb u ms, e t c » Lice n sin g fe e s - vo ice t o t e xt , fa cia l re c » Va lu e Ba se d Price Po in t » Li c e n se d fr o m b u si n e ssm o d e lg e n e r a t i o n .c o m u n d e r a Cr e a t i ve Co m m o n s At t r i b u t i o n -S h a r e Al i ke 3.0 Un p o r t e d Li c e n se
  • 54.
    LaunchPad Cent ral Week KEY PARTN ERS KEY ACTIVITIES VALU E PRO PO SITIO N S CUSTO M ER CU STO M ER SEGM EN TS 10 RELATIO N SH IPS Ph o t o a n d vid e o So ft wa re d e ve lo p me n t Simp licit y » Ge t : p a re n t in g Pa re n t s wit h yo u n g d ig it iza t io n co mp a n ie s » we b sit e s like kid s » Pe a ce o f min d - me d ia » b a b yce n t e r.co m » UX d e sig n » b a cke d u p & st o re d in Pa re n t s wit h o ld e r So cia l n e t wo rks su ch se cu re lo ca t io n » Ge t : vira l sh a rin g kid s a n d ye a rs wo rt h Cu st o me r a cq u isit io n a s Pa t h » a mo n g mo ms; b a b y o f me d ia » » Fe e l like a g re a t sh o we rs » An ce st ry.co m » p a re n t » Gra n d p a re n t s » Ge t : SEM; SEO; so cia l; Pa re n t in g g ro u p s Ce n t ra l st o ra g e - a ll Ch ild re n » KEY RESO U RCES CHAN N ELS su ch a s Go ld e n Ga t e me d ia in o n e p la ce » Mo t h e rs Gro u p » Acce ssib ilit y - Qu ickly So ft wa re d e ve lo p e rs » De d ica t e d e - Dro p b o x » se a rch , vie w, a n d co mme rce » Vid e o e n g in e e rs » sh a re imp o rt a n t mo me n t s & me mo rie s Ap p St o re s » Ve n t u re fu n d in g » fro m mo b ile /we b » UX De sig n e rs » Cre a t e sh a re a b le me d ia wit h o u t le n g t h y e d it in g » CO ST STRU CTU RE REVEN U E STREAM S So ft wa re d e ve lo p me n t » Mo n t h ly su b scrip t io n - n o fre e t ria l » SG& A » Fre e t ria l ---> su b scrip t io n » St o ra g e , b a n d wid t h , a n d se rve r fe e s » Fre e miu m ---> su b scrip t io n b a se d o n st o ra g e /u sa g e » Vid e o t ra n sco d in g » Asse t sa le s - DVD's, a lb u ms, e t c » Lice n sin g fe e s - vo ice t o t e xt , fa cia l re c » Va lu e Ba se d Price Po in t » Li c e n se d fr o m b u si n e ssm o d e lg e n e r a t i o n .c o m u n d e r a Cr e a t i ve Co m m o n s At t r i b u t i o n -S h a r e Al i ke 3.0 Un p o r t e d Li c e n se