Foursquare is introducing a new feature called Deets to help monetize its growing user base and address stagnant profit growth. Deets 1.0 will provide maps and aisle layouts for supermarkets and big box stores to help users find products faster. The objectives are to extend Foursquare's feature set, make the app more useful, and generate more revenue. By Q1 2016, Foursquare aims to have the final Deets 1.0 feature set established and launch version 2.0 with additional maps and directories.

2. Executive Summary
Project Classification: Foursquare Feature Extension
Title: Introducing Deets, a new feature set for Foursquare
Author: Gregory Rakovsky, Foursquare Senior PM
Recipients:
Dennis Crowley – Co-Founder & CEO
Steven Rosenblatt – Chief Revenue Officer
Harry Heymann – VP Engineering
Holger Luedorf – VP Business Dev
Jon Steinback – VP Product Experience
Noah Weiss – VP Product Management

3. Product Life Cycle – Monetize User Growth with Deets in 2015
• Development – Extending the idea behind text based location service Dodgeball sold to
Google in 2005(and subsequently shut down by Google), Dennis Crowley & Naveen
Selvadurai develop Foursquare for iOS in 2008 with the release of the iOS software
development kit
• Introduction – 2009 Foursquare is launched at SXSW with a heavy focus on check ins,
badges, and social discovery/competition
• Growth – Users growing to 45 million by Q4 2013, while profit remains flat vs 2012 at $2
million. Q1 2015, Foursquare introduces Deets 1.0 (Maps and aisle layouts for Supermarkets
and big box stores) to help monetize the growth in the user base and address the stagnant
growth in profit
• Maturity – Foursquare Deets 1.0 is estimated to reach maturity by Q1 2016 with the final
feature set established
• Decline – As users get used to the existing feature set of Foursquare Deets 1.0, we will
launch 2.0 in q2 2016 that will also include store directory maps for malls, menus for
restaurants, and layouts and internal locations for any large building such hospitals,
stadiums, arena, concert venues, and beaches.

4. OBJECTIVES
1. Extend feature set for Foursquare
2. Make app more useful
3. Help generate more revenue/profit from
platform
4. Give users more reasons to come back to app
5. Provide an experience past the check in

5. Product Overview
Elevator Pitch:
• Deets makes shopping quick and painless by providing store details including aisle maps
and product layouts for supermarkets and big box stores to get you in and out faster
Core Objectives:
• Provide fast access to product location in supermarkets and big box stores
Strategic Insights:
• Time savings and convenience of Deets will drive users to spend more time in the
Foursquare app allowing for additional monetization opportunities
Competition:
• Yelp
• Google
• Facebook
Challenges/Risks:
• People will continue using old ways to acquire Deets info like speaking to store
associates and browsing store aisles (wasting their time)
• Merchants/Stores will not want to provide crucial product layout details to Foursquare

8. •DEMO
 Age: 26
 Income: 75,000
 Education: BA
 Employment: Full Time
 Industry: Accounting
 Urbanity: Lives in Staten Island
 Kids: None
 Engaged to be married
•DEVICES:
 iPhone 4
 PC Laptop
•OTHER TOOLS OR SITES USED:
 Gmail
Tech Savy
Appetite for complexity
Time to spend at stores
Need for digital answer
Amount of sharing
DAY IN THE LIFE :
 Melissa works 9am-6pm as an accountant and
commutes about 3 hours each day to work
 She has limited time for shopping but needs to go
about 3 times a week for food at both super markets
and grocery stores for her family and dogs
 Likes to streamline chores and tasks ahead of time
 Loves spending time with her fiancé and two dogs,
even an extra 10-15 mins a day would be an
improvement
GOALS:
 Get in and out of stores faster
 Find what I need without asking for help
 Wants something similar to GPS but for inside a store
 Really important to stream line chores like grocery shopping
in a super market
PAIN POINTS :
 I want a directory of a store before I start shopping so I know
where to go
 I want to have a plan before I get to the store what aisles to
go into. I don’t want to waste time looking for associates to
help me find something
 I always waste at least 10 minutes on each shopping trip
because I can’t find what I’m looking for
“I hate to waste time in supermarkets
looking for things and asking for help.
If I could save 15 minutes doing my
grocery shopping that would be
great.”
Meter:
User Persona - Melissa

9. Empathy Map - Melissa

10. Market Size
 Initial target market for Deets is the current Foursquare user base: 45M
 Although Foursquare’s user base is growing profits are stagnant and need
new monetization: User Vs Profit growth Chart:
0.00
10,000,000.00
20,000,000.00
30,000,000.00
40,000,000.00
50,000,000.00
60,000,000.00
70,000,000.00
3/1/09
8/1/09
1/1/10
6/1/10
11/1/10
4/1/11
9/1/11
2/1/12
7/1/12
12/1/12
5/1/13
10/1/13
3/1/14
8/1/14
1/1/15
Users
Profit

11. Market Analysis
Key Competitors:
• Yelp
• Google
• Facebook
Key Assumptions:
• Foursquare users will want to use Foursquare for more than just check ins, social discovery,
and recommendations.
Key Risks:
• Users may prefer try to use old ways of attaining Deets data like browsing super market/big
box store aisles and asking associates for help vs clicking through to the Deets section of
Foursquare
• Merchants may not want to share venue data that will power the Deets feature
• Merchants may not want to advertise through Deets
Key Alternatives:
• Users continue to use old methods of attaining Deets data, and never click through to Deets
• Ask associates for help in the store

12. Deets Cost – Year One
• Additional Amazon Web Services Servers: 12
*$10,000/month
• Two new Developers: 2 * $90,000
• One new UX/UI Designer: 1 * $80,0000
• Two new Sales people: 2 * $75,000
• Two new Biz Developers: 2 * $80,0000
• No need for additional marketing $ as Deets will
be advertised within the Foursquare app
• Total Year One Cost: $690,000

13. Deets Benefits – Year one
Description (facts in black,
assumptions in red) Figures
Current Foursquare user base 45,000,000.00
Business involvement(businesses using merchant
platform) 1,600,000.00
Check-ins per day 6,000,000.00
Customer check-ins to businesses that have a
relationship with Foursquare daily 1,500,000.00
Percentage of business that are supermarkets or big box
stores that will sign up with Deets at launch and pay a
$10 setup fee 5%
Total amount of revenue at launch in $ (1.6mm x .05 *
$10) $800,000.00
Daily income - Businesses that signed up at launch * 1 ad
click per day at $.05 per click $4,000.00
First year revenue from Deets((4,000 * 365) + $800,000)
assuming user base static $2,260,000.00

14. Deets Metrics
Foursquare Deets aims to boost usage of the Foursquare app by adding a set of very useful features that everyone can use to be
more productive & save time.
ACQUISITION:
Since Foursquare’s mobile App requires sign up and login to before you can do anything, acquisition by default will start with
downloading and opening the app. Once the user is within the app, we will measure Deets acquisition if the user clicks through
into a venue, then clicks the Deets button and spends more than one minute viewing Deets details such as aisle maps and
detailed venue information.
ACTIVATION
Foursquare’s activation should be measured by checking into a venue, and then viewing the venue’s Deets and moving around in
the Deets section such as looking at aisle locations, and venue layouts in general.
RETENTION
If user logs in at least five times a week, and checks into a venue at least once we will consider them a repeat Foursquare user.
They will also have to click through to the Deets features at least 3 times a week to be considered a repeat Deets user.
REFERRAL
Foursquare allows you to share you location/check in. Once a person checks in, they can push the check in information to Twitter,
Facebook or Instagram. If someone else clicks on one of the check-ins / referrals and downloads the app, they will enter the
acquisition funnel.
REVENUE
One of the ways revenue from the Deets feature will come is when a user clicks on a venue specific ad in which they are checking
out the Deets. So for example, when they are checking out aisle location in Deets, they can be alerted to a deal in a certain aisle of
the store. IE: Shampoo on sale. Foursquare will get paid if a user looks at the ad as well as if they click on it. Once they click on the
coupon, it will expand to the whole screen of your phone & can be scanned at checkout, which will also earn Foursquare revenue.

15. Product Roadmap - OKRs
Quarter Objective(s) Key Results(s) Descriptions
Q2 2014
Determine minimal viable feature
set for Foursquare Deets
10% of all users polled (polling
would involve 10% of most active
Foursquare users) say they have
interest in using a potential
feature.
Determine which features should
be core to Deets by polling
existing Foursquare users. The
options are: maps of concession
stands at a baseball stadium, aisle
& product layout at a large
supermarket, a store location
directory/map at a mall, and
menus at restaurants. Prioritize
development of features based on
voted popularity. Any feature that
polls above 10% is automatically
considered, thereafter whichever
gets the most votes gets
developed first. This is the first
and more important objective
since we need to know if anyone
actually wants these new
Foursquare features.
Choose one feature based on
highest popularity.
Determine if businesses/venues
have interest in providing data
that Foursquare Deets would need
to function
Approach 30 businesses in target
market to gauge interest in Deets
most voted feature.
Even if users want the features,
are businesses willing to provide
the backend data that’s need to
populate the information? Need to
poll businesses that have an
existing relationship with
Foursquare.

16. OKRs Continued
Quarter Objective(s) Key Results(s) Descriptions
Q3 2014
Develop chosen feature Approach
100 potential users to see if
the design of the feature
makes sense
Develop chosen feature, figure
out how it should work and
how it should look
Build the developed feature Feature is complete and
functional, with all developed
inputs working (including
data from merchants)
Build the feature that was
developed based on popular
demand
Q4 2014
Launch Deets MVP to top 1%
of Foursquare users
50% of selected user click
through to Deets features
Test MVP on actual users to
see if they actually want to
use the product
Users that use Deets spend
10% more time in the
Foursquare app than before
they had Deets
Poll MVP users for
MVP fixes & adjustments
Received input from 90% of
Deets MVP users for
potential Deets
improvements
Find out what part of the
MVP works and what should
be changed and adjusted
Q1 2015
Launch Deets 1.0 Final to all
Foursquare users
100% of Foursquare users
have seen an ad on the front
Screen of Foursquare
explaining new Deets feature
Launch Deets 1.0 and acquire
users
5% of all Foursquare users
have clicked through and
used Deets

17. Stakeholders
Planning Development Building Launch Prep
Buy-in /
Approval
Launch
Q2 2014 Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q1 2015
PM PM PM PM PM PM
Developers Developers Developers Developers CEO Developers
UX UX UX UX
VP Engineering Customer
Support
VP Biz Dev VP Biz Dev VP Engineering VP Engineering VP Sales VP Engineering
CEO VP Engineering VP Prod Exp
CRO VP Sales VP PM
VP Engineering VP PM CRO
VP Sales CRO
VP PM
VP Prod Exp

18. MVP
Initial MVP:
• Will create a stand alone app given to heaviest of .01% of users in NYC area. Will
have simple aisle layouts of the top 10 most popular Whole Foods stores in the
area.
• Apps will send logs of usage on a daily basis including time spent in the app,
amount of clicks in the app. The app will also ask if you found what you need after
a period of inactivity.
Risks:
• Test users don’t take app seriously – over or under use.
• Not a controlled experiment so there is possibility of inaccurate usage data coming
through.
Definition of Success:
• 90% of selected users say that they like the app and that it’s valuable, and their
usage statistics verify that they in fact used it.

19. User Story
Title:
A user should be able to search for a particular item in Deets and have results
displayed under the search box.
Description:
As a user who is looking for an item location in a supermarket, I want to be
able to see a list of item results under the search box in Deets after I type in
my query so that I can choose the one that best matches what I need.
UA:
When a user types in a query in the search box and presses the “Aisle
Location” search button, a list of items that closely match the query should
pop up under the button.

20. Deets Site Map
MyBalsamiq link: bit.ly/1i4Orn9

21. Deets Story Board
MyBalsamiq link: bit.ly/1jKAUhP