The document describes Pickr, a dating app profile optimizer created by Caroline Koppel and Ross Basri. It aims to help users optimize their dating app profiles through photo selection, feedback, and targeting advertising partners. Key aspects include: - Providing photo selection optimization, feedback, and targeting users by age, interests for advertisers. - Initially focusing on growing users, then limiting free access and adding ads. Revenue comes from ads, promoted app listings, and potential upsells. - Customer segments are singles aged 18-50 looking for relationships of varying seriousness. The value prop is optimizing profiles to ease anxiety and increase matches/engagement. - Next steps outlined developing the app, final

1. Pickr
A dating app profile optimizer
Caroline Koppel (MBA 2021) and Ross Basri (MBA 2021)
53 Interviews

2. • Single college aged
looking for a variety
of relationships 18-
23
• Single out of
college looking a bit
more seriously
(potential to pay)
23-27
• Single looking for
serious
relationships 28-35
• Newly single
divorced 35-50
For users:
• Photo selection
optimization for
social media
• Automated, on-
demand feedback
• Low-cost
For advertising
partners:
• Targeted set of
users by age and
engagement level
with social media
• Facilitates people
using social media
• Mobile app store
for our app
• Instagram
• Dating apps
• Facebook ads
• Get: Influencers, in-
app advertising with
dating apps
• Keep: Self-
service/automated
services
• Grow: Collect data on
profile improvement
• Initially focus on amassing users
• Once critical mass of users is reached, find advertisers and limit
usage until ads are viewed
• Offer app for purchase without ads in the App store
• Data
• Development skills
• Users
• Partnerships with
dating apps
• App and algorithm
development/maintena
nce/upgrades
• Marketing and driving
traffic through social
media
• Customer engagement
• Dating apps
• Instagram
influencers
• Photo editing apps
or purchased filters
• IT and software developers
• Marketing spend
• Promotions to users
• Cost-driven / lean business model given limited early revenue
Pickr
Day 1

3. Ability to be
creative
Targeted
audiences
Potential
partners Bots
Ghosts
Free usage
In it for
wrong
reasons
Encounters
with friends
Pains
Gains
Anxiety over
pictures
Anxiety over
bioDates
Entertain-
ment
Select
pictures
Write bio
Witty
openers
Sustain
conversa-
tion
Customer Jobs
Customer Segment:
Engaged dating app
users 21-30
Value Prop

4. Pain Relievers
Products/Services
Gain Creators
Photo
optimization
tool
Cross-
platform
optimization
Prescriptive
feedback
Ease anxiety
over choices
Confidence
about
profile
Confidential
advice, no
stigma
Save time
through
automation
New photo
ideas from
prescriptiveIncrease
engagement
from target
Day 1
Day 2
Day 3
Day 4
Value Prop

5. 125mm users
40mm users
25mm users
/ $628mm
of spending
*$628mm of user spending across top 10 dating apps. $3bn total market for online dating, with
projected CAGR of 4.5%.
Total Addressable Market:
Singles in US
Currently Served Market:
Dating App Users
Target Market:
Active Dating App Users
TAM

6. • Single college aged
looking for a variety
of relationships 18-
23
• Single out of
college looking a bit
more seriously
(potential to pay)
23-27
• Single looking for
serious
relationships 28-35
• Newly single
divorced 35-50
• Dating coaches
• Engaged dating
app users between
ages of 21-30
For users:
• Photo selection
optimization for
improved
engagement
• Automated, on-
demand feedback
• Low-cost no cost
• Prescriptive
feedback about
what to include in
app purchase
For advertising
partners:
• Targeted set of
users by age and
behaviors and
engagement level
with social media
• Mobile app store
for our app
• Web landing page
• Word of mouth
• Instagram
influencer ads
• Dating app ads
• Facebook ads
• Get: Influencers, in-app
advertising with dating apps,
landing page, app store
sponsor
• Keep: Self-
service/automated,
prescriptive
• Grow: Collect data on profile
improvement photo
expansion to LinkedIn etc.
• Initially focus on amassing users
• Once critical mass of users is reached, find advertisers and limit
usage until ads are viewed
• Offer app for purchase without ads in the App store
• 2 options: Watch 10 15 second ad, or skip ad for one-time fee
• Data
• AI Development skills
• Users
• Partnerships with
dating apps
• App and algorithm
development/maintena
nce/upgrades
• Marketing and driving
traffic through social
media
• Customer engagement
retention
• Dating apps
• Instagram
influencers
• Photo editing apps
or purchased filters
• Consumer Relevant
Brands for
Advertising
• IT and software developers
• Marketing/promotional spend
• Cost-driven / lean business model given limited early revenue
Pickr
Day 2-4

7. Dating Apps:
Overall / Specialty
Pickr

8. @Anna234 I used the optimizer thing that
Josh told us about at dinner, it said not to
use that photo from Cancun! I guess we
were wrong
@olivia That’s amazing! I guess we were so
focused on choosing between those two we
didn’t even think that neither were good to
use!
MEET OLIVIA
Luxury Shopper
Family & Friends
NYC Restaurants
NYRR Affiliate
HOBBIES
LIFE EVENTS
Newly Single (last 4 months)
Bridesmaid in 6 upcoming
weddings
PERSONAL
Age: 27
Salary: 100K
Lifestyle: Busy
STYLE
Brand Oriented
Experience Conscious
Social Media Influenced
INTRODUCTION
SPREADING THE WORD ECOSYSTEM

9. Friends and Family “WOM”
Low cost, low scale, low ROI
App Landing Page
Improve education for potential
users (medium cost, ROI)
PICKR CHANNEL STRATEGY “GET”
Pay to be featured on app store
Encourage discovery from outside
our ecosystem (medium cost)
PR/ Instagram Influencers
Drive people to app store and to
test out product (medium Cost)
Utilizing google analytics to help build case for advertisers on the site,
small business to start- very segmented clean data group for AB Testing

10. REVENUE MODEL: Estimating CLV
Engagement Level Engagement Type Channel Estimated LTV Conversion Rate
Phase 1 Optimization Trial Mobile App Store $0.10 -
Phase 2 Prescriptive
Feedback
In-App $4.00 25%
Phase 3 Cross-platform
opportunities (IG,
FB, LinkedIn)
In-App $10.00 20%
Based on the above calculations, informed by customer discovery, we estimate a customer lifetime value of $3.10.

11. • Single college aged
looking for a variety
of relationships 18-
23
• Single out of
college looking a bit
more seriously
(potential to pay)
23-27
• Single looking for
serious
relationships 28-35
• Newly single
divorced 35-50
• Dating coaches
• Engaged dating
app users between
ages of 21-30
For users:
• Photo selection
optimization for
improved
engagement
• Automated, on-
demand feedback
• Low-cost no cost
• Prescriptive
feedback about
what to include in
app purchase
For advertising
partners:
• Targeted set of
users by age and
behaviors and
engagement level
with social media
• Engaged watcher to
consumer media
• Mobile app store
for our app
• Web landing page
• Word of mouth
• Instagram
influencer ads
• Dating app ads
• Facebook ads
• Get: Influencers, in-app
advertising with dating apps,
landing page, app store
sponsor
• Keep: Fast, Reliable,
prescriptive
• Grow: Collect data on profile
improvement photo
expansion to LinkedIn etc.,
small businesses
• Initially focus on amassing users
• Once critical mass of users is reached, find advertisers and limit usage until ads
are viewed
• Offer app for purchase without ads in the App store
• 2 options: Watch 10 15 second ad, or skip ad for one-time fee
• Up sell prescriptive feedback and additional services for retention
• Data
• AI Development skills
• Users
• Partnerships with
dating apps
• B2B Sales for future
dev.
• App and algorithm
development/maintena
nce/upgrades
• Marketing and driving
traffic through social
media
• Customer engagement
retention
• Dating apps
• Instagram
influencers
• Photo editing apps
or purchased filters
• Consumer Relevant
Brands for
Advertising
• IT and software developers
• Marketing/promotional spend
• Cost-driven / lean business model given limited early revenue
Pickr
Day 5

12. Upload Photos1
2
Pickr
3
Your photo selection
will be optimized after
this 10 second ad
Prescriptive
Feedback

13. Key Lessons Learned
Revenue Model
Customer
Segment
Value
Proposition
• Images drive this world
• Optimism about online dating,
see your future spouse and
don’t lie about how it
happened
• Ads don’t pay for everything
• Upselling in app gets you
more than you’d think
• Our market is not “all singles,”
narrow in on already engaged
consumers who are then more
likely to engage with you
Next Steps
• App Development
• Finalize Revenue
Stream / Channel
• Pilot Beta Version
Pickr
• Execute “Get”
Strategy through
Key Partnerships

14. NEXT STEPS
Additional Customer Interviews to
Understand Revenue Stream Potential
Data Gathering and Insight Development
Measure Results
Team and Data Mobilization
Mobilize Develop App and Secure Revenue Streams Phase 2 – Develop Partnerships
Jan 2020 Feb-June 2020 June 2020 +
Pilot
Insight Based Experience
Development
Partner #2 Negotiations and Align on Budget
with Partners