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Gamespeed E245 final presentation
The document describes the original idea for a customized workout platform for athletes. It then summarizes customer interactions and market research conducted, including directly speaking with 64 coaches. A key learning was that coaches are the gateway to accessing the target adolescent athlete market, and the product needs to be built with the coaches' needs in mind.
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Gamespeed E245 final presentation
- 1. ORIGINAL IDEA =CUSTOMIZED WORKOUT PLATFORM FOR ATHLETES ORIGINAL MARKET = ADOLESCENT ATHLETES IN ALL MAJOR SPORTS UNITS = # of people # OF CUSTOMERS INTERACTED WITH = 4,009 (147 in person/phone interactions) March2012
- 2. OUR TEAM: TIM HADE TODD BRANCHFLOWER MBA 2012 MS EE 2012 B.S. USAF Academy B.S. USAF Academy PETE VLASTELICA PAUL LEARY Mentor PhD Biology 2016 Founder of YardBarker B.S. UC Santa Cruz March2012
- 3. Key Key Value Customer Customer partners activities proposition relationships segments Existing Great Content Athlete/Parent Acquisition 0 – 18 Months Trainer expertise Intuitive Design Better Results Personal / Automated Low Cost Athletes Hopeful Convenient Retention Coaches Industry Experts Community Development Automated / Co-created / Athletes Coaches Community Parents Sales/Marketing Better Results School Boards / Rec Data Solutions Programs Education Upselling Monitoring Personal / Web-based Convenient Low Cost Key resources Channels School Board Content expertise Better Results Coaches Web Design / Low Cost Direct sales Development Web-based Customer Acquisition / Retention Athletes Web-based Cost structure Revenue streams - Content Production - Customer Acquisition/Service Subscription - Infrastructure Advertising Athletes (individual) Qualified leads - Talent to Expand (if necessary) Coaches (teams) www.businessmodelgeneration.com
- 4. STEP #1: GETTINGOUT OF THE BUILDING DECISION MAKER = Coach ACTION NUMBER = 64 ECONOMIC We directly spoke with 64 coaches BUYER = School and observed 10+ team workouts Admin/AD during this process RECOMMENDERS = School Boards INFLUENCERS = Peers/Parents USERS = High School Athletes Key Learning #1: Coaches are the gateway to our market. Need to build product with their needs in mind. March2012
- 5. Key Key Value customer customer partners activities proposition relationships segments Existing Great Content Athlete/Parent Acquisition 0 – 18 Months Trainer expertise Intuitive Design Better Results Personal / Automated Low Cost Athletes Hopeful Convenient Retention Coaches Industry Experts Community Development Parents Automated / Co-created / Athletes Coaches Community School Boards / Rec Sales/Marketing Better Results Programs Data Solutions Education Upselling Monitoring Personal / Web-based Convenient Low Cost Key resources Channels School Board Content expertise Better Results Coaches Web Design / Low Cost Direct sales Development Web-based Customer Acquisition / Retention Athletes Web-based Cost structure Revenue streams - Content Production - Customer Acquisition/Service Subscription - Infrastructure Advertising Athletes (individual) Qualified leads - Talent to Expand (if necessary) Coaches (teams) www.businessmodelgeneration.com
- 6. Key Key Value customer customer partners activities proposition relationships segments Existing Great Content Athlete/Parent Acquisition 0 – 18 Months Trainer expertise Intuitive Design Better Results Personal / Automated Low Cost Hopeful Convenient Retention Industry Experts Community Development Automated / Co-created / COACHES Athletes Coaches Community Sales/Marketing Better Results Data Solutions Education Upselling Monitoring Personal / Web-based Convenient Low Cost Key resources Channels School Board Content expertise Better Results Coaches Web Design / Low Cost Direct sales Development Web-based Customer Acquisition / Retention Athletes 64 Web-based Cost structure Revenue streams - Content Production - Customer Acquisition/Service Subscription - Infrastructure Advertising Athletes (individual) Qualified leads - Talent to Expand (if necessary) Coaches (teams) www.businessmodelgeneration.com
- 7. STEP #2: SEGMENTINGTHE COACH MARKET D4 D3 D2 D1 In-House Strength Coach Personal Trainer BENEFIT Do It D3 Yourself D2 COST D1 D4 Key Learning #2: We believe our product appeals to about 88% of HS football coaches. March 2012
- 8. Key Key Value customer customer partners activities proposition relationships segments Existing Great Content Athlete Acquisition 0 – 18 Months Trainer expertise Intuitive Design Better Results Personal / Automated Low Cost Hopeful Convenient Retention Industry Experts Community Development Automated / Co-created / COACHES Athletes Coaches Community Sales/Marketing Better Results Data Solutions Education Upselling Monitoring Personal / Web-based Convenient Key resources Low Cost Channels Content expertise Coaches Web Design / Direct sales Development Web-based Customer Acquisition / Retention Athletes 64 Web-based Cost structure Revenue streams - Content Production - Customer Acquisition/Service Subscription - Infrastructure Advertising Athletes (individual) Qualified leads - Talent to Expand (if necessary) Coaches (teams) www.businessmodelgeneration.com
- 9. Key Key Value customer customer partners activities proposition relationships segments Existing Great Content Athlete Acquisition 0 – 18 Months Trainer expertise Intuitive Design Better Results Personal / Automated Low Cost COACHES Hopeful Convenient Retention Industry Experts Community Development Automated / Co-created / Athletes Sales/Marketing Coaches Community • D1 Better Results Data Solutions Education Upselling Monitoring Convenient Personal / Web-based • D2 Low Cost Key resources Channels • D3 Content expertise Coaches Web Design / Direct sales Development Web-based • D4 Customer Acquisition / Retention Athletes Web-based 64 Cost structure Revenue streams - Content Production - Customer Acquisition/Service Subscription - Infrastructure Advertising Athletes (individual) Qualified leads - Talent to Expand (if necessary) Coaches (teams) www.businessmodelgeneration.com
- 10. STEP #3A: COMMUNICATINGWITH TARGET MARKET Direct Email Google/FB Search Google Display Key Learning #3: Direct email is the most efficient way for us to generate traffic, but without partners, this approach isn’t scalable March 2012
- 11. STEP #3B: COMMUNICATINGWITH TARGET MARKET Display $40/Day Search $20/Day Search $40/Day Display $20/Day Learned how to manage networks Key Learning #4: We can scale display advertising to meet our goal of 300 new visitors/day…and we think we can afford it March 2012
- 12. STEP #4: VISITORS≠ USERS NO FREE TRIAL (FEB 6 & 7) FREE TRIAL (FEB 21 & 22) VISITORS = 1140 VISITORS = 245 VIEWED REGISTRATION PAGE = 274 VIEWED REGISTRATION PAGE = 56 (24%) (23%) USERS = 24 USERS = 32 R2U CONVERSION RATE = 8.7% R2U CONVERSION RATE = 57% Key Learning #4: Bringing visitors to the site is not enough. Product education is essential to converting visitors into paying users. March 2012
- 13. Key Key Value customer customer partners activities proposition relationships segments Existing Great Content Athlete Acquisition 0 – 18 Months Trainer expertise Intuitive Design Better Results Personal / Automated Low Cost COACHES Hopeful Convenient Retention Industry Experts Community Development Automated / Co-created / Athletes Sales/Marketing Coaches Community • D3 Better Results Data Solutions Education Upselling Monitoring Convenient Personal / Web-based • D4 Low Cost Key resources Channels Content expertise Coaches Web Design / Direct sales Development Web-based Customer Acquisition / Retention Athletes Web-based 64 Cost structure Revenue streams - Content Production - Customer Acquisition/Service Subscription - Infrastructure Advertising Athletes (individual) Qualified leads - Talent to Expand (if necessary) Coaches (teams) www.businessmodelgeneration.com
- 14. Key Key Value 3855 customer customer partners activities proposition relationships segments Existing Great Content Athlete VISITORS 0 – 18 Months Trainer expertise Intuitive Design Better Results • Direct email best, requires partner to Low Cost scale COACHES Hopeful Convenient Industry Experts Community Development • SEM scalable, display best, need $ Athletes Sales/Marketing Coaches • D3 Better Results Data Solutions USERS Education • Product education Monitoring Convenient critical, free trial ness. • D4 Low Cost Key resources Channels 3855 Content expertise Coaches Web Design / Development Direct sales • Camps, clinics, Customer Acquisition / conventions Retention Web-based 64 • Direct email, SEM Cost structure Revenue streams - Content Production - Customer Acquisition/Service Subscription - Infrastructure Advertising Athletes (individual) Qualified leads - Talent to Expand (if necessary) Coaches (teams) www.businessmodelgeneration.com
- 15. STEP #5: WHATCOACHES WANT n = 60 1) Need the ability to customize workouts to meet my specific situation 2) Coach UI is too complicated…needs to be more intuitive 3) Need print functionality/control (not mobile) 4) Want to be able to see exactly what my athletes see 5) Want ability to upload content Key Learning #5: Initial product failed to meet coaches needs, but we now have a pretty good understanding of the value prop we need to offer March 2012
- 16. Key Key Value 3855 customer customer partners activities proposition relationships segments Existing Great Content Athlete VISITORS 0 – 18 Months Trainer expertise Intuitive Design Better Results • Direct email best, requires partner to Low Cost scale COACHES Hopeful Convenient Industry Experts Community Development • SEM scalable, display best, need $ Athletes Sales/Marketing Coaches • D3 Better Results Data Solutions USERS Education • Product education Monitoring Convenient critical, free trial ness. • D4 Low Cost Key resources Channels 3855 Content expertise Coaches Web Design / Development Direct sales • Camps, clinics, Customer Acquisition / conventions Retention Web-based 64 • Direct email, SEM Cost structure Revenue streams - Content Production - Customer Acquisition/Service Subscription - Infrastructure Advertising Athletes (individual) Qualified leads - Talent to Expand (if necessary) Coaches (teams) www.businessmodelgeneration.com
- 17. Key Key Value 3855 customer customer partners activities proposition relationships segments Existing Suggested Content Athlete VISITORS 0 – 18 Months Trainer expertise Better Results • Direct email best, Intuitive Design requires partner to Low Cost scale COACHES Hopeful Convenient Industry Experts Customized Solutions • SEM scalable, display best, need $ Athletes Sales/Marketing Coaches • D3 Better Results 60 Education USERS • Product education Monitoring Convenient critical, free trial ness. • D4 Manageable Cost Key resources Ownership Channels 3855 Customization Ability Content expertise Coaches Web Design / Development 60 Direct sales • Camps, clinics, Customer Acquisition / conventions Retention Web-based 64 • Direct email, SEM Cost structure Revenue streams - Content Production - Customer Acquisition/Service Subscription - Infrastructure Advertising Athletes (individual) Qualified leads - Talent to Expand (if necessary) Coaches (teams) www.businessmodelgeneration.com
- 18. STEP #6: BUILDINGA BUSINESS 3800 Coaches EOY 2013 March 2012
- 19. Key Key Value 3855 customer customer partners activities proposition relationships segments Existing Suggested Content Athlete VISITORS 0 – 18 Months Trainer expertise Better Results • Direct email best, Intuitive Design requires partner to Low Cost scale COACHES Hopeful Convenient Industry Experts Customized Solutions • SEM scalable, display best, need $ Athletes Sales/Marketing Coaches • D3 Better Results 60 Education USERS • Product education Monitoring Convenient critical, free trial ness. • D4 Manageable Cost Key resources Ownership Channels 3855 Customization Ability Content expertise Coaches Web Design / Development 60 Direct sales • Camps, clinics, Customer Acquisition / conventions Retention Web-based 64 • Direct email, SEM Cost structure Revenue streams - Content Production - Customer Acquisition/Service Subscription - Infrastructure Advertising Athletes (individual) Qualified leads - Talent to Expand (if necessary) Coaches (teams) www.businessmodelgeneration.com
- 20. Key Key Value 3855 customer customer partners activities proposition relationships segments Existing Suggested Content Athlete VISITORS 0 – 18 Months Trainer expertise Better Results • Direct email best, Intuitive Design requires partner to Low Cost scale COACHES Hopeful Convenient Industry Experts Customized Solutions • SEM scalable, display best, need $ Athletes Sales/Marketing Coaches • D3 Better Results 60 Education USERS • Product education Monitoring Convenient critical, free trial ness. • D4 Manageable Cost Key resources Ownership Channels 3855 Customization Ability Content expertise Coaches Web Design / Development 60 Direct sales • Camps, clinics, Customer Acquisition / conventions Retention Web-based 64 • Direct email, SEM Cost structure Revenue streams Product Dev Overhead Customer Acq Development Salaries Partnerships Subscription Advertising Front End Legal/Accounting Marketing Coaches (teams) General or w/ partners? Third Party Costs Equipment/Supplies Content Production 15 96 10 www.businessmodelgeneration.com
- 21. STEP #7: THENEXT 9 MONTHS MAR APR MAY JUN JUL AUG SEP OCT NOV DEC V3 Hard Release 1000 paying V2 Hard Release 150 paying customers customers TEST RAPID ITERATION CAPABILITY PRODUCT DEVELOPMENT Iterate on 60 Continue Iteration on 210 customers, develop market AFCA CONV coaches inputs ready solution, explore sport expansion (SITE CLOSED) DecisionTime (SITE CLOSED) Continue Experiment CUSTOMER DEVELOPMENT Launch Marketing Campaign #2 Latent Period Goal = 263 Visitors/Day Explore Partnership Potential Launch Marketing Campaign #3 Budget = $100/Day Goal = 1300 Visitors/Day Budget = $500/Day FUNDRAISING Goal = $10,000 Goal = $70,000 Goal = $70,000 March 2012
- 22. Key Key Value 3855 customer customer partners activities proposition relationships segments Existing Suggested Content Athlete VISITORS 0 – 18 Months Trainer expertise Better Results • Direct email best, Intuitive Design requires partner to Low Cost scale COACHES Hopeful Convenient Industry Experts Customized Solutions • SEM scalable, display best, need $ Athletes Sales/Marketing Coaches • D3 Better Results 60 Education USERS • Product education Monitoring Convenient critical, free trial ness. • D4 Manageable Cost Key resources Ownership Channels 3855 Customization Ability Content expertise Coaches Web Design / Development 60 Direct sales • Camps, clinics, Customer Acquisition / conventions Retention Web-based 64 • Direct email, SEM Cost structure Revenue streams Product Dev Overhead Customer Acq Development Salaries Partnerships Subscription Advertising Front End Legal/Accounting Marketing Coaches (teams) General or w/ partners? Third Party Costs Equipment/Supplies Content Production 15 96 10 www.businessmodelgeneration.com
- 23. Key Key Value 3855 customer customer partners activities proposition relationships segments Existing Suggested Content Athlete VISITORS 0 – 18 Months Better Results • Direct email best, Training 9 Intuitive Design Low Cost requires partner to COACHES Convenient scale Hopeful Customized Solutions • SEM scalable, display best, need $ Coaches • D3 Better Results Equipment 60 Education USERS • Product education Apparel Monitoring Convenient critical, free trial ness. • D4 Manageable Cost Key resources 15 Ownership Channels 3855 Nutrition Customization Ability Product Dev Coaches Recruiting -Front End Design Customer Dev 60 Direct sales • Camps, clinics, Statistics - Partnerships conventions - Additional Marketing Video education Web-based 64 Fundraising • Direct email, SEM Other Web based - Money Cost structure Revenue streams Product Dev Overhead Customer Acq Development Salaries Partnerships Subscription Advertising Front End Legal/Accounting Marketing Coaches (teams) General or w/ partners? Third Party Costs Third Party Costs Content Production Equipment/Supplies 15 96 10 www.businessmodelgeneration.com
- 24. QUESTIONS? March2012