The document summarizes research from interviews and a survey on an initial idea for a motivation app called JumpToGoal. Key findings include: 1. The majority of respondents said they would not use it daily or make deposits as incentives. Suggestions included integrating social networks and making financial incentives secondary. 2. Based on further research, the target market was divided into four categories. The business model and value proposition were changed to focus on social motivation for goal achievement rather than financial incentives. 3. One niche market analyzed in detail was amateur sports. It was estimated the app could gain 36,000 active users and $108,000 in annual revenue from this segment alone using a freemium model.

1. LifeStyle Technologies team
Demo Desk
jumptogoal.com
lifestyletech.launchrock.com
Survey
Stanford University, Technology Entrepreneurship - 2012

2. Key points
» 1. JumpToGoal: initial idea
» 2. Interview and survey results
» 3. Market size analysis
» 4. Changes in initial idea

3. 1. JumpToGoal: initial idea
JumpToGoal is a service that will help you to raise a strong motivation
for an accomplishment.
Motivation sources: social recognition, peer review, money guarantee
with publicly announced amount.
The primary interaction way is a mobile application, the secondary is a
website.
Both ways a user can add goals, identify milestones and set deadlines.
Then he will choose people whom he trusts. These people will give him
a mark for each milestone. To make the things real he makes a deposit,
say, 100 USD (Paypal, credit card). If he fails this money will be
distributed among the friends he has chosen. If he succeeds, he’ll
receive money back (except fee).

4. Goal examples:
- learn Spanish before the trip to Spain.
- stop smoking before the Christmas.
- visit ten countries during the vacation.
- accumulate money and buy a car without borrowing.
Business model assumptions tested, briefly:
• Customer segment: people with active life position, starting
from age 18.
• Value proposition: social and money motivation.
• Revenue streams: commission from money turnover;
interest income from bank deposit accounts (money from
customers will be stored in banks).

5. 2. Interview and survey results
We performed 27 face-to-face interviews in Ukraine and reached 31 potential
customers from ten countries of Europe and Northern America through survey.
During face to face interviews we interviewed people aged from 20 to 41, different
occupations.
First, we told about the idea. Next, we asked these questions:
1. Are you interested it this service?
2. Will you send a money guarantee right now?
3. What’s the amount you’re willing to use as a guarantee?
4. How many people would you invite to be your judges?
5. What are other incentives which would help you?
6. Would you share your progress with others (Facebook, Twitter, G+)?
The majority of people said that the service is interesting, but they won’t use it on a
daily basis.
Most of them said that they won’t make a deposit.
Those who said they will, told us that a deposit 40-80% percent of monthly income
would be an effective incentive for them.
The biggest concern was the safety of a deposit and objectivity of judges.

6. Respondents met face-to-face gave following
suggestions:
» integration with social networks
» financial incentive should be a secondary feature
» mentors should help to set goals
» niche markets: acquiring and getting rid of habits
» gamification (awarding badges, stars for achieving
goals).

7. Through the survey we reached people aged from 18 to 50, different
occupations.
We asked these questions:
1. What is your life position?
2. What motivates you the most to achieve your goals?
3. Described the idea and asked if they will use this method of
motivation.
4. How many people would you invite for this method of motivation?
5. How much money would you bet for the goal?
6. Asked to suggest problems they are facing when achieving the goal.
7. Asked for questions and remarks.
8. Asked for demographic information.
We’ve got the following results.

8. 1. What is your life position?
41% of the respondents participate actively in social and/or community
life, 52% sometimes take part in social/community life.
From those who were interested in the idea and may try it, 50%
participate actively and 50% sometimes take part.
2. What motivates you the most to achieve
your goals? (Multiple choice question, up to
three items) 4% 4%
26% mentioned money among Self-motivation
motivators, 33% mentioned relatives or 26%
Deadline
friends, but only 6% mentioned both Relatives or friends
money and friends. 85%
Money
(You can see motivators ranged 33%
Nothing can motivate me
by priorities on the diagram). Other
We suppose that we have two different 37%
types of customers.

9. 3. Would you use this method of motivation?
The survey shows that 52% out of our target customers are interested in an
idea, but only 4% might try it immediately.
That corresponds with the finding about the two types of customers.
Our initial idea doesn’t satisfy one niche customer type totally, but satisfy
two types particularly.
One person commented: “I don't have a goal to drop smoking, but if I did I
wouldn't have the $100 in the first place”.

10. 4. How many people would you invite for this method of motivation?
82% of those who was interested in the idea would invite 1-3 judges
(our initial idea supposed more than 5 for a few reasons).
5. How much money would you bet for the goal?
70% stated to bet less than 10% of monthly income.
5. Asked to suggest problems they are facing when achieving the goal.
Most common problem is to prioritize activities.

11. 3. Market size analysis
Due to our survey results, we’ve divided people surveyed in four categories:

12. Customer
Our potential customer is a person who has a lack of motivation to achieve goals.
How can we help:
» fix the goal (write it down)
» set deadlines and milestones
» push by peer reviews
» help to preserve the motivation
Market segments
We defined following niches:
» Amature sports
» Learning foreign languages
» Diet/weight control
» Help save money for goods (car, consumer electronics)
» Help arrange travel
» Replacement of microcredits
All segments need detailed analysis, because they need different approaches.

13. Market size (amature sports)
Product: create a separate app for each niche, using freemium model. A source of
motivation: posting progress in achieving goals in social networks.
20 million people go in for amature sports in Europe and North America.
Nearly half of them need help in setting and achieving goals (peer review).
Let’s assume 3%-5% will like our app, so we get 240,000 downloads.
It’s considered that 15% users will use the app after downloading it. We get 36,000
active users.
Only 10% of them will use premium features.
If we take 30$ a year from a user, we have 108,000$ a year from one niche app
(100,000$ a year is considered a good profit for a mobile app).

14. 4. Changes in initial idea
Changes in business model:
• Customer segment: people who want to reach a goal, starting from age
18, motivated by friends or relatives.
• Value proposition: social motivation.
We decided to concentrate on one segment, but deeper – on people motivated by
peers. Due to our survey, this segment is bigger and closer to our interests.
• Revenue streams: should be reviewed due to a new value proposition.
Under these changes we can review our market segments and enter to
the bigger market.
Other changes:
- low number (1-3) judges allowed
- experiments with gamification
- money guarantee (deposit) as a secondary feature only
- think how can we help to prioritize activities

15. LifeStyle Tech, 2012
JumpToGoal. No more excuses