Hasbro - Awkward Presentation
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This document discusses an awkward middle school experience and launching a game called "awKward" to relive those experiences. It outlines the objectives of graduating from middle school by collecting cards from telling stories and passing classes. It provides metrics on potential viral introduction including impressions, participation rates, and expected number of participants. It then estimates inquiry rates from participants and conversion rates to expected game sales. Finally, it calculates the profit of $63,095 after fixed costs and a 36.05% return on investment for the game launch campaign.
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Hasbro - Awkward Presentation
- 1. awKward.
- 2. M ID D L E S C H OOL
- 3. Wh at was i t l i ke f o r yo u ?
- 5. awKward.
- 7. WE ’V E AL L BEEN THERE
- 8. 34 million 18-34 year olds like to entertain friends in their home
- 9. awKward is: reliving your most embarrassing experiences through storytelling, laughter, and acceptance
- 10. object: to graduate from middle school
- 11. Wh at do e s i t l o o k l i ke ?
- 17. How do you graduate? Pass each class Tell your middle school stories Collect your 10 cards (8 Pop Quiz, 2 Stories) Get to the auditorium first
- 18. Packaging
- 22. Metrics
- 23. Impressions % participate Probability Assigned Participants 26,000,000 7% 40% 728,000 26,000,000 8% 30% 624,000 26,000,000 9% 20% 468,000 26,000,000 10% 10% 260,000 Expected # of participants = 2,080,000
- 24. Expected # of Participants % inquiry Probability Assigned Inquiries 2,080,000 2% 20% 8,320 2,080,000 3% 40% 24,960 2,080,000 4% 30% 24,960 2,080,000 5% 10% 10,400 Expected # of Inquiries = 68,640
- 25. Expected # of Inquiries % purchase Probability Assigned Games sold 68,640 15% 20% 2,059 68,640 17% 25% 2,917 68,640 20% 45% 6,178 68,640 25% 10% 1,716 Expected # of games sold = 12,870
- 26. Games Sold Margin Profit 12,870 $18.50 $238,095 Subtract fixed costs ($175,000) Profit after campaign = $63,095
- 27. Return on Investment = 36.05%
- 28. awKward.
- 30. Questions?