Product management class at General Assembly SF final project. Project outlines "Local-R," a shopping app that aims to help bring retail shoppers back to local neighborhoods and community stores by helping local businesses aggregate their inventories online thereby enabling them to compete against big box stores and online shopping in terms of convenience, price, and loyalty.

1. Local-R
Helping businesses and consumers
make shopping happen Local-R
Created by Justin McCarty

2. The Local-R shopping app aims to help bring retail shoppers back to local neighborhoods and
community stores by helping local businesses aggregate their inventories online
thereby enabling them to compete against big box stores and online
shopping in terms of convenience, price, and loyalty

3. Table of Contents
This presentation will discuss the product management outline for a potential
new app, Local-R
Product Life Cycle
04
Business Case
05
Market Analysis
06
User Personas
09
Key Metrics
10
Roadmap
11
Minimum Viable Product
12
Storyboards
Appendix

4. 04
Product Life Cycle
Plan/Partner/Build
Development
Raise initial funding, Recruit key resources
Plan initial city/cities launch(es)
Develop initial key partnerships
(communities/retailers/early adopters)
Launch
Launch beta in selected communities
Receive feedback and tweak for full scale launch
Full launch in broader context targeting early adopters
Introduction
Grow
Adoption en mass by convenience/price shoppers
Retailers and number of items listed increases exponentially
Decision data collection begins in earnest
Growth
Capture
Product becomes the top app for planning local
shopping globally
Data collection has potential to radically alter the retail
industry
Maturity
Pivot
Decline
Explore market opportunities to recapture
lost market share or explore sale of
business

5. 05
Business Case: Executive Summary
Customers receive the convenience of, and similar pricing to, shopping online or at big box stores while
supporting local businesses. In return, Local Businesses receive increased traffic, data analytics, and sales.
Objectives
•
•
•
Customer
Top solution for 25 – 34 year old shoppers in urban
locations
Own 10% of shopping activity w/i this segment
Capture 1% of the gross $ spent while shopping
Implementation
•
•
Local
Retailer
•
•
•
The first priority is to develop a product loved by the
target user demographic
Spend months 1 – 6 building and iterating a useable
product with small test groups
Launch in one supportive city or a small group of cities
Optimize for the proper market fit
Months 6 – 18 grow the number of locations and user
penetration, targeting 100K users through month 18
Stakeholders
•
•
•
B
Investors
Advisors
Key Partners
BUSINESS JUSTIFICATION
Local-R has the potential, once adoption reaches a critical mass, to provide highly descriptive information as it
relates to consumer choices. This data would encompass the tradeoffs between instant delivery and delayed
pickup as well as pricing sensitivities between locations and product substitutions. This data will be relevant
for advertisers who will provide revenue streams for suggested substitutions across retailer and product.

6. 06
Market Analysis: Blue Ocean Strategy
Local-R will largely operate in an unchartered space managing the channel and interaction between
consumers and local retailers. Current retail strategy is largely to either attract shoppers with
discounted promotions or with a strong review on sites like yelp. What has not been emphasized
enough is the availability of both goods on demand as well as specialization from the local business
options.
• Eliminate the
traditional price
promotion marketing
(flyers/mailers/etc)
Eliminate
• Reduce
importance of
selection per
retailer as
selection per
neighborhood
becomes more
important
Raise
Reduce
Create
• Raise the
awareness of
specialization and
expertise available
at local retailers
• Create on
demand
certainty for
immediate item
availability.

7. 07
Market Analysis: Sizing
Based on conservative estimates, we believe Local-R to be capable of annual
revenues in excess of $25,000,000 within 2 years
10%
4%
4%
Local-R is targeting the
13.2% of the US population
that is aged 25 – 34, and
specifically the 33% with
college degrees, or ~4.36%
of the top 25 US Cities
10%
Within 3 Years we plan to
retain 10% of the shopping
activity of the target
market
1%
1%
10% of the target
segment’s annual spending
related to goods and foods
amounts to $2.5+ billion.
Capturing just 1% of this
figure as revenue amounts
to $25+million in revenues

8. 08
Market Analysis: Trend Analysis
Local-R’s target market segment, the urban living college educated 25 – 34
years, continues to grow in both size and prominence. Importantly,
independent retail growth is trending in the same direction
1.5X
250
LocaL-R
Target
Segment
Urban
Dwelling
College
Educated
25 – 34
Years Old
Rate independent coffee shops are
opening compared to Starbucks
Independent bookstores have
opened since 2009
1,400+
small grocery and
specialty food stores
have opened
Trend Growth
Since2000, the number of college-educated 25 to 34 year-olds has increased twice as fast in the close-in
neighborhoods of the nation’s large cities as in the remainder of these metropolitan areas. In the
aggregate, in the nation’s largest metro areas, the number of young adults with a four- year degree living
in close-in neighborhoods increased 26 percent since 2000. Outside these close-in neighborhoods, the
number of young adults with a four-year degree increased only half as fast, about 13 percent.(1)
1) The Young and Restless in a Knowledge Economy (2011)

9. 09
User Profiles
Local-R’s target segment is growing, increasing its disposable income in the
knowledge economy, and is a group of technology early adopters
GREG
BACKGROUND:
• Software Developer
• 3.5 years in his neighborhood
• Single, lives with roommates
DEMOGRAPHICS:
• Male/27/$125K annually
• Lives in an “up and coming neighborhood” with young
professionals, is currently gentrifying, has many local eateries
and conveniences
VALUES:
• Independence, variety of options
• Being near friends and common spaces to share time with them
JACKIE
BACKGROUND:
• Attorney
• Has lived in city 5 years, local neighborhood 2 years
• Engaged and lives with Fiancé
DEMOGRAPHICS:
• Female/32/$180K annually
• Higher residential density and affluent neighborhood, close to
public transportation, and closer to down town.
VALUES:
• Hard work and success
• Convenience for a busy lifestyle

10. 10
Key Metrics
Below is an overview of the metrics used to measure success at each stage in
the customer lifecycle: Acquisition, Activation, Referral, Retention, and Revenue
A
@
R
r
Beta List
Completed
Experiences
Friend Referrals
Second Experiences
We plan to offer
enticements such as
“Free Delivery” for
referring more users
Maintaining a strong
conversion to a second
experience may be the
most important metric to
ensuring sustainability
Trip Completion
Posting/Sharing
Time Between
Experiences
Measuring the number of
trips “Shared” via
Facebook and Twitter will
help track anticipate
future user growth
Measuring the frequency
of use will provide an
important metric for
anticipating future
revenues
Evangelical early
interest/adopters help
plan future cities for
growth
The number of
Completed Experiences
will measure true user
engagement and
activation
Account Creation
Feedback Yield
Account creation will be
Local-R’s metric for
measuring new user
acquisitions
Quality feedback is
important to market
fitting the product and is
a further measure of
engagement
R
Revenues In/
$ Spent per Trip
The ratio of aggregate
revenues received to the
total dollars spent per
customer trip will be an
important metric for
understanding the
potential value of Local-R

11. 11
Roadmap: Timeline
We have developed the roadmap below, establishing our high level goals for
the next 18 months:
3Q2014
1Q2014
•
•
•
•
Raise initial funding
Recruit key resources
Plan initial city/cities launch(es)
Begin development of MVP
DEVELOPMENT
1Q2015
•
•
•
•
•
•
•
•
•
Kickoff launch in initial cities
Product fit to feedback
Iterate and release 2.0
Activated 5K users
Received feedback from 75+%
LAUNCH
Activated 35K users
Revenues > 500K annualized
Referrals 15+%
Growth into top 25 US cities
GROWTH
2Q2014
4Q2014
2Q2015
•
•
•
•
•
•
•
•
•
•
•
G
Complete MVP
Develop initial key partnerships
(communities/retailers/early adopters)
Iterate product through small group user testing
Put launch team in place
Activated 15K users
Revenues > 200K annualized
Referrals 10+%
Growth into top 10 US cities
Grow activated users to 100K
Revenues > 1.5mm annualized
Growth into top 100 world
urban areas
GROWTH GOALS
Our growth curve is mapped to the growth experienced by Groupon over the first 24 months of operations. Whereas
Groupon’s target segment encompasses the entire population within selected cities, our segment is just 4.36% of this
number and our goals have been scaled accordingly

12. 12
Minimum Viable Product
Local-R has opted to create a useable/functioning minimum viable product prior to launch:
Feasability
With the advent of new development tools
and the decreased cost of prototyping,
creating a working MVP is reasonable with a
limited budget and timeframe
Desirability
Developing a working MVP will allow Local-R to
measure the desirability with real users in
selected locations, critical to understanding the
right market fitting for the products growth
Viability
The working MVP will also allow us to
capture key metrics that will provide insight
into the revenue potential and scalability of
Local-R
L
Lean Methodology
Utilizing the selected city site launch plan, along with a working MVP, we will be able to use real feedback
to drive the product forward via lean methodology:
BUILD
MEASURE
LEARN
REPEAT

13. 13
Key Features
Feature
Sign In/Splash
Facebook connect
Address book/friend search
Trip Time
Shopping Cart
• Cost Total
• Located
• Collapsible
• Item Add
Item Search
Keyboard
Walk/Deliver
Walking
• Status Bar
• Location
• Time to Location
• Item Graphic
• Item Cost
• Map
Delivery
• Partners Menu
• ETA
• Feedback
• Confirmation
Feedback feature
Push notification/Deal
Push notification/new retailer
Denotes feature is prioritized for minimum viable product
Type
Acquisition
Referral
Activation
Retention

14. Justin
McCarty
http://about.me/jdmccarty
http://www.linkedin.com/in/justindmccarty

15. A1
Appendix: Storyboarding
Welcome to Local-R! Thank you for taking the time to walk through storyboarding with.
Put yourself in the mind of "Jackie" who you saw profiled earlier. Work with Jackie to
navigate the app and help her tryout shopping local!
Splash Screen
For the landing page/splash screen
we are looking for some open ended
thought on the following topics:
1. How do you feel about the name?
logo ideas? what would you call us?
2. Is it clear that you can choose one
of the three choices across the top
bar?
List Adder
By choosing to "Shop" and use the
app, you are directed here to build
your mobile shopping cart. Help us
think about:
1. The information block, useful?
Need more? Need less?
2. What would you do next?

16. A2
Appendix: Storyboarding
List Adder – Type
We will let this one speak for itself.
All thoughts are welcome. Secret
magic algorithmic search juju in beta.
Choose Path
BAM! You didn't know this was a
choose your own adventure eh?
Select "Walk" and head to left side of
the next page, pick "Deliver" and we
are sending you to the right side of
the next page.

17. A3
Appendix: Storyboarding
Walkable Map
Welcome walkers! This is what we
had in mind for the mapplication
phase. Help us think about:
1. Is that status bar's purpose clear?
2. What are some map suggestions?
3. Styles - Waze vs Google Maps?
4. Where are you going next?
Anything we are missing? Cool - head
to the next page.
.
Delivery Partners
It’s cool - we all have those days
where we rock out in the PJs and like
the world brought to our doorstep.
Actually, this is a large focus for us getting the instant gratification from
local availability along with top notch
consumer choice is what we are
going for. This page is a little blank.
The guys I have in mind are
"TaskRabbit" / "postmates" etc. any
other thoughts on this screen?

18. A4
Appendix: Storyboarding
Delivery ETA
Attempting to get to the best of
Uber/Seamless/Postmates here - too
cluttered? What do you need to be
seeing more/less of?.
Review Us!
This is maybe a little bit of a work in
progress - any thoughts on feedback
schemes you've been using lately?
What would you consider adding
from your experience today?
Thanks for all the hard work and
making our product more accessible
for users like yourself!