Testing Our Value Proposition : )

1. Ezzai.com
Djoser Team

2. Why Ezzai.com
» 86 Million Arabic Speaking Internet Users
[Dec 2011]
» Growth in Internet between 2000 – 2011 was 2,501.2 % for the Arabic Language.
» Copyright © 2012, Miniwatts Marketing Group.

3. Why Ezzai.com
» We hypothesized that most Arabs are online using English as the
main language due to the feasibility of finding what they are
looking for.
» Since, there are many Arabic Speaking Internet Users, and very few Arabic
websites that are highly frequented… We decided to provide the Arab nation with a
unique website resembling eHow that is totally in Arabic and targets Arabs.

4. Our Value Proposition
» We offer the BIGGEST Arabic website of
How-to!!!
» Learning is in your mother-tongue
» A unique website, that is easily surfed to make
learning easy
» Learn at your pace at your place
» Website will offer a community feeling as
Arabs around the world can post their own
articles/videos on how-to topics.

5. Competitors
» http://www.ekayf.com/
» This competitor has mainly articles in a lot of topics of how-to, there is no
video content! Not many topics are covered!

6. Competitors
» http://www.fatafeat.com/
» This competitor has mainly articles in cooking, with focus on female
customers only!

7. Competitors
» http://www.banaat.com/b/index.php
» This competitor has only females as their target group!

8. Competitors
» http://www.fatakat.com/
» This competitor is perhaps the most successful of all our competitors,
targeting females and providing articles and videos in many topics such as
Fashion, Cooking, Celebrities.
» The website has 12 million visits per month, and ranks as #9 in Egypt.

9. Different?
» Yes
» We’ll be more inclusive!
» We’ll target everyone!
» We aim to be a site that is listed in everyone’s favourite list!

10. Our Customers!
» To know them better,
several surveys and
face to face
interviews were
conducted!

11. Our Customers
Getting to Know their Net Use in General
»First, we wanted to know how our
potential customers are already spending
their time online.
» Face to Face Interviews were conducted with
43 people, most of the questions were open
ended, so that the customer can talk freely and
not be confined to our assumptions!

12. Our Customers
Getting to Know their Net Use in General
» Our interviewees (5 males and 38 females) were college
students and Graduate Student Instructors.
» Results:
» On average, they spent 6.3 hours online per day
» 2 mostly surfed in Arabic; 13 surfed with either Arabic/English language; 27 mostly
searched only in English; and 1 female using both English and Japanese to surf the net
» When asked about what topics do they search for in Arabic? 9 stated Religion; 9 stated
Songs (we had people mention old, new, religious chants, sufi hymns, islamic wedding
songs); 8 stated Politics; 8 people admitted they never search for anything in Arabic
online; 6 stated News; 4 stated famous Arabs; 4 stated stories/novels for Arab writers; 3
would follow famous Arab writers; 2 watched Arabic series; 1 cared about Egyptian TV
Programs; 1 Translation and 1 plants!

13. Our Customers
Getting to Know their Net Use in General
» Results:
» We then asked them for their favourite and most frequented Arabic websites.
This was to give us an insight as to which websites people liked most, and of course
the content within them, all websites mentioned are in an Excel sheet along with the
rest of the data.
» When asked about what they have learned from the net?
13 mentions that they use the net mainly for Educational purposes (no surprise there
as our sample were college students and GSIs)
7 mentioned they were learning new languages (2 Turkish; 1 Japanese; 1 Korean; 1
French; 1 German; and one person was interested in studying Etymology!)
Other things that were mentioned were fashion (style, make-up etc); drawing; magic;
playing guitar; cooking; flowers; Dieting; Knitting; Personal Skills; Photography)
6 said they have not learnt anything from the net!

14. Our Customers
Getting to Know their Net Use in General
» Results:
» When asked about what they are mostly doing online?
23 watch videos regularly
26 read regularly
10 listen regularly

15. Our Customers
Testing their Preferential Topics in Arabic eHow
» 34 females and 6 males were shown the list of topics covered in eHow and asked to tick
which ones they would regularly enter in an Arabic website of how-to
Home
Home Improvement Home Improvement
Interior Design Interior Design
Landscaping Landscaping
Gardening and Plants Gardening and Plants
0 5 10 15 20 25 30 0 5 10 15 20 25 30

16. Our Customers
Testing their Preferential Topics in Arabic eHow
» 34 females and 6 males were shown the list of topics covered in eHow and asked to tick
which ones they would regularly enter in an Arabic website of how-to
Style
Skin Skin
Hair Hair
Makeup Makeup
Fashion Fashion
0 5 10 15 20 25 30 0 5 10 15 20 25

17. Our Customers
Testing their Preferential Topics in Arabic eHow
» 34 females and 6 males were shown the list of topics covered in eHow and asked to tick
which ones they would regularly enter in an Arabic website of how-to
Food
Entertaining Entertaining
Daily Dishes Daily Dishes
Family Cooking Family Cooking
Basics Basics
0 5 10 15 20 25 30 0 5 10 15 20 25 30

18. Our Customers
Testing their Preferential Topics in Arabic eHow
» 34 females and 6 males were shown the list of topics covered in eHow and asked to tick
which ones they would regularly enter in an Arabic website of how-to
Money
Retirement Retirement
Insurance Insurance
Your Business Your Business
Careers Careers
Real Estate Real Estate
Saving and Spending Saving and Spending
0 5 10 15 20 25 0 5 10 15 20 25

19. Our Customers
Testing their Preferential Topics in Arabic eHow
» 34 females and 6 males were shown the list of topics covered in eHow and asked to tick
which ones they would regularly enter in an Arabic website of how-to
Health
Fitness and Nutrition Fitness and Nutrition
Healthy Living Healthy Living
Health Topics A-Z Health Topics A-Z
0 5 10 15 20 25 30 0 5 10 15 20 25 30

20. Our Customers
Testing their Preferential Topics in Arabic eHow
» 34 females and 6 males were shown the list of topics covered in eHow and asked to tick
which ones they would regularly enter in an Arabic website of how-to
Mum
Parenting Parenting
Education and Activities Education and Activities
Family and Relationships Family and Relationships
Living Well Living Well
0 5 10 15 20 25 0 5 10 15 20 25

21. Our Customers
Testing their Preferential Topics in Arabic eHow
» 34 females and 6 males were shown the list of topics covered in eHow and asked to tick
which ones they would regularly enter in an Arabic website of how-to
Tech
Web Web
Personal Electronics Personal Electronics
Mobile Mobile
Home Theatre Home Theatre
Computers Computers
0 5 10 15 20 0 5 10 15 20

22. Our Customers
Testing their Preferential Topics in Arabic eHow
» 33 females and 6 males were asked how would they prefer our website design!
Website Design
Vibrant Look Vibrant Look
Classic Look Classic Look
Modern Look Modern Look
0 5 10 15 20 25 0 5 10 15 20 25

23. Our Customers
Testing their Preferential Topics in Arabic eHow
» 33 females and 6 males were asked how would they like our website content to be!
Content
Both Both
Watch Videos Watch Videos
Read Articles Read Articles
0 5 10 15 20 25 30 0 5 10 15 20 25 30

24. Our Customers
Testing their Preferential Topics in Arabic eHow
» 33 females and 6 males were asked if the idea of an Arabic eHow is actually appealing to
them and they would be future customers?
Arabic eHow???
Maybe Maybe
No No
Yes Yes
0 5 10 15 20 25 30 0 5 10 15 20 25 3

25. Our Customers
Testing their Preferential Topics in Arabic eHow
» We had 34 females answer this survey compared to only 6 men!
So we are hoping to get more data from Men! (And also from Women)!

26. Our Customers!
Larger Audience Discussion
» We have attended “World Entrepreneurship Day 2012” organized by SIFE in Bibliotheca
Alexandria where we had the opportunity to discuss our idea with a larger audience.
» The second session in that event was about “Business Model”.
At first, Ms.Rasha, Project manager at TIEC (Technology Innovation and Entrepreneurship
Center) asked the audience to suggest ideas to be used as an example in the lecture.
» A lot of the audience suggested their ideas as did we!
We introduced our idea which is to have a web app where people could find how anything
in life could be done and the capability to add their knowledge also.
The most important thing that it was all in Arabic not like any counterpart they might
have seen before.
Our idea was the one voted for!

27. Our Customers!
Larger Audience Discussion
» We discussed several blocks in the canvas and we started collecting audience response on the
idea and how they would like it implemented.
» Customer segment CS
» They suggested that we should target
» Educated men and women in the ages (15 - 40) years old .
» Class A and B Income people.
» Value Proposition VP
» Quite easily accessible Tacit knowledge.
» Arabic content with Crowd sourcing.
» Highly rated answers may win money after a number of posts.
» Channels CH
» Websites.
» Email Campaigns.
» Ads in Clubs and Cafes.

28. Our Customers!
Larger Audience Discussion
» Customer Relationships CR
» Feedback.
» Competitions and Prizes.
» Live Chat with the visitors of our website.
» Revenue Stream RS
» Sponsored links retaliated to the topic.
» Freemium with fees if you needs your Questions to be answered immediately from expert.
» Make a paid opportunity for a company for a product that may be the article is on to login the site as a
representative for the company and clarify things about their product .
» Key Resources KR
» Info providers.
» Key Activities KA
» Answering Questions.
» Marketing.

29. Website Name and Domain!
» Because Ezzai.com was already taken, we decided also to test
several names and domains with our potential customers!
14
» 46 potential customers got to choose names they liked!
Number of people who like it
12
10
8
6
4
2
0
Website Name + Domain Name