This document summarizes user research conducted for a startup called VJockey. It found that people feel out of the loop with online videos and enjoy watching videos together at parties but find it frustrating when one person controls the videos. It then pivoted the concept to a mobile-accessed video jukebox where people could control videos from their phones at a bar.

1. VJockey An adventure in video playlists
Lean Startup Machine Weekend
New York City, Dec 9th - 11th
Ward Penney
Amar Joshi
Chastity Farrell
Lean Startup Machine | Dec 9-11, 2011 | Ward Penney, Amar Joshi, Chastity Farrell

2. Assumption #1 - People feel “out of the loop”
Interviews: 10 people IN 5 groups
An adventure in video playlists
VJockey
2
Lean Startup Machine | Dec 9-11, 2011 | Ward Penney, Amar Joshi, Chastity Farrell

3. Assumption #1 - People feel “out of the loop”
An adventure in video playlists
“Oh yeah, I love seeing the
latest video.”
- santa girl #1
“I always see my friends
sharing the same videos.”
VJockey
- santa girl #3
Santa girls
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Lean Startup Machine | Dec 9-11, 2011 | Ward Penney, Amar Joshi, Chastity Farrell

4. Assumption #1 - People feel “out of the loop”
An adventure in video playlists
“I don’t watch much
on YouTube, I probably
should.”
- Couple #2 guy
VJockey
Jamie and Todd Starbucks Couple #2
“I usually recieve reccommendations in
person or over Spotify or Facebook.”
- Jamie
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Lean Startup Machine | Dec 9-11, 2011 | Ward Penney, Amar Joshi, Chastity Farrell

5. Assumption #1 - People feel “out of the loop”
An adventure in video playlists
Confirmed!
but...
VJockey
5
Lean Startup Machine | Dec 9-11, 2011 | Ward Penney, Amar Joshi, Chastity Farrell

6. Assumption #1 - People feel “out of the loop”
An adventure in video playlists
Confirmed!
but... lots of competition
VJockey
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Lean Startup Machine | Dec 9-11, 2011 | Ward Penney, Amar Joshi, Chastity Farrell

7. Online Video
Sharing with
friends and
strangers
An adventure in video playlists
PIVOT
VJockey
Video Sharing in
person, in a party
environment, over
mobile
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Lean Startup Machine | Dec 9-11, 2011 | Ward Penney, Amar Joshi, Chastity Farrell

8. Assumption #2 -
It’s fun, yet frustrating to play videos at parties
An adventure in video playlists
VJockey
Group Playlist Concept
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Lean Startup Machine | Dec 9-11, 2011 | Ward Penney, Amar Joshi, Chastity Farrell

9. Assumption #2 -
It’s fun, yet frustrating to play videos at parties
An adventure in video playlists
Laptop with Stereo
playing YouTube,
taking requests on the
street with sticky-notes
Interviews:
30 people IN 10
VJockey
groups
Street YouTube Party setup
We hosted a party!
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Lean Startup Machine | Dec 9-11, 2011 | Ward Penney, Amar Joshi, Chastity Farrell

10. Assumption #2 -
It’s fun, yet frustrating to play videos at parties
An adventure in video playlists
VJockey
Group of friends Santa Guy: “midget kid 50 cent”
“Yeah, we watch “Nice, so you’re saying I could
videos together all just Bluetooth it? I don’t have
the time.” to mess with the computer?”
10 - Friend group #1 - Santa guy
Lean Startup Machine | Dec 9-11, 2011 | Ward Penney, Amar Joshi, Chastity Farrell

11. Assumption #2 -
It’s fun, yet frustrating to play videos at parties
An adventure in video playlists
VJockey
Toy Soldier Friends Group of Guys requested several
“We usually all just stand around the computer.
One guy searches, or you get a turn.”
- Group of guys
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Lean Startup Machine | Dec 9-11, 2011 | Ward Penney, Amar Joshi, Chastity Farrell

12. Assumption #2 -
It’s fun, yet frustrating to play videos at parties
An adventure in video playlists
Confirmed!
but...
People don’t know it’s a problem.
Difficult to monetize
VJockey
FUTURE TEST: YouTube party with group of friends
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Lean Startup Machine | Dec 9-11, 2011 | Ward Penney, Amar Joshi, Chastity Farrell

13. Video Sharing in
person, in a party
environment, over
mobile
An adventure in video playlists
PIVOT
VJockey
Video Jukebox
at a bar with
mobile phones
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Lean Startup Machine | Dec 9-11, 2011 | Ward Penney, Amar Joshi, Chastity Farrell

14. Assumption #3 - A mobile-accessed Video
Jukebox would add value to the bar
An adventure in video playlists
Interviews: 1 bar owner, 1 bouncer
VJockey
Popular bar
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Lean Startup Machine | Dec 9-11, 2011 | Ward Penney, Amar Joshi, Chastity Farrell

15. Assumption #3 - A mobile-accessed Video
Jukebox would add value to the bar
An adventure in video playlists
“We’ve been here 80 years, family owned,
we can’t just let people play anything.”
- Bartender / Owner
“I’d love to play concerts or videos of the
music we have now. That would be cool.”
VJockey
- Bartender / Owner
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Lean Startup Machine | Dec 9-11, 2011 | Ward Penney, Amar Joshi, Chastity Farrell

16. Assumption #3 - A mobile-accessed Video
Jukebox would add value to the bar
An adventure in video playlists
“Customers would pay for this app. They
use the Jukebox all the time.”
- Bouncer
“This might really work in newer, trendier
bars that are tyring to make an identity.”
VJockey
- Bartender / Owner
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Lean Startup Machine | Dec 9-11, 2011 | Ward Penney, Amar Joshi, Chastity Farrell

17. Assumption #3 - A mobile-accessed Video
Jukebox would add value to the bar
An adventure in video playlists
VJockey
The TV over the Jukebox is This TV is showing
turned OFF, even though CBS hit Numb3rs.
metal music is playing No one is watching.
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Lean Startup Machine | Dec 9-11, 2011 | Ward Penney, Amar Joshi, Chastity Farrell

18. An adventure in video playlists
Thank you.
VJockey
VJockey
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Lean Startup Machine | Dec 9-11, 2011 | Ward Penney, Amar Joshi, Chastity Farrell