The document describes an app called HAXZ that aims to help groups of friends easily plan eating outings together. It provides details on the target users, which are social foodies aged 23-35 who eat out 3+ times a week. The problem it solves is making the restaurant planning process simpler. An MVP was tested that involved sending restaurant invitation cards to friends without texting, and most recipients understood it was from an app and responded positively. Next steps include building a landing page and further validating features.
Agency Credentials 2014-Home & Building Products Case StudiesMARC USA
Brunner Advertising - Case Studies: Home and Building Products Category
Integrated Marketing Solutions Targeting Brands In the Building Materials Industry Residential and Commercial
Agency Credentials 2014-Home & Building Products Case StudiesMARC USA
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MKT 335 Client Packet for Milestones One to Three and Final IlonaThornburg83
MKT 335 Client Packet for Milestones One to Three and Final Project
Client Name: KitchenAid
Part 1: Client Overview
Your client for the final project is KitchenAid, a United States–based appliance brand known for
leveraging best-in-class technology to create state-of-the-art products that solve novice chefs’ toughest
kitchen challenges.
A key component of KitchenAid’s rollout strategy is their countertop appliance offerings, including
tabletop ovens that eliminate the need for a big oven, blenders, juicers, and food processors that peel,
dice, and chop. KitchenAid’s goal is to make the time consumers spend in the kitchen efficient, fun, and
“simply brilliant.”
A core component of the business and KitchenAid’s foremost marketing priority is its product launches.
Once every four to six weeks, KitchenAid introduces a new product to the market. The products are each
introduced with the same amount of attention, care, and of course, a big digital advertising spend.
As part of your work for this client, your job will be to research the category, better understand the
brand’s consumer, and propose a digital campaign strategy that helps ensure the client’s next launch is
one of its most impactful.
Before continuing, take some time to research KitchenAid and their current campaign strategy, paying
special attention to their website user experience and their social media channels. You may even want
to sign up for their emails. Once you have a solid understanding of the current online presence, move on
to Part 2.
Part 2: Campaign Information
Previous Campaign/Current Campaign Structure
Typically, the KitchenAid brand spends their advertising dollars on holistic campaigns that sell the brand
as a whole, as much as they do the product. This year, however, they want to change that structure,
creating campaigns that cater to specific products.
Their main reason for changing their tried and true advertising strategy is that they would like to be able
to leverage the unique targeting capabilities of digital to target users with products specific to their
needs.
Target Persona
The brand has three distinct target personas they leverage to sell products and innovate in the kitchen
category.
Health Nuts: Health lovers of all ages and stages who know that cooking at home is the best way
to control their food choices. They leverage social media to find new recipes and ideas and
show-off their healthy lifestyles. KitchenAid’s countertop products keep them cooking without
creating additional messes and steps that require long amounts of cleanup.
Terrell McGhee
Highlight
The Tasty Chef: Usually females between the ages of 25 and 45, the tasty chef is frequently
inspired by the elaborate creations they see online. They view these videos as entertainment
but do not mind trying them out from time to time. They love KitchenAid’s countertop products
because they are versatile and give them the option ...
Make it Personal: Accelerating Your Personalization Game PlanOptimizely
While many talk about personalization and the value it can bring, the challenges of implementing it often mean the initiative never gets off the ground. Where should you start, and what tools should you use to test, learn, and create the most powerful and relevant experiences? Join Optimizely’s Senior Strategy Consulting and Solutions Engineering managers to learn how to lay out your personalization strategy and use new product features that make it faster and easier to personalize your campaigns with Optimizely.
In this session you’ll learn:
- How to develop a personalization strategy, and where to get started
- How machine learning capabilities can help you start personalizing today
- A walkthrough of Optimizely’s Personalization solutions, including Extensions, Recommendations, and the recently launched Adaptive Audiences
The cost of advertising on social networks continues to increase substantially quarter over quarter. Brands need to become more more agile in their media investments to maintain a sustainable return. In this panel hear how brands are starting to shift some of their attention to loyalty, expanding their reporting scope to include new metrics, justifying continued and future investments.
WVU IMC 625 - Advanced Creative Concepts
Throughout this course, we learned to delve into the creative process and hone the skills to develop and execute innovative brand strategies. We tackled the process of building dynamic and engaging campaigns for future employers and clientele.
Creative execution incorporated:
- Audience & insights research
- Current market research
- Brand audit
- Campaign mood board
- Messaging strategy
- Social media marketing
- Digital ads
Understand your Audience and build your website's Funnel with Search Data.
Search data is often used to start an SEO and paid search strategy. However, search data isn't just about keywords – it's like peeking into the thoughts of your potential visitors. It's almost like doing detective work to understand your client's needs and identify their patterns. Once you've gathered this valuable knowledge, you can use it to shape your brand and guide people through your website. You will be creating a roadmap that helps visitors become customers.
Integrated Marketing Communications/ IMC Plan for studentsManju Princy
Easy guide to MBA students
Integrated Marketing Communications.
The IMC Plan/Process.
To know the IMC process carried out to achieve the marketing objectives.
To help students to craft the IMC plan for any business.
Starting a company is a life-changing event that brings together a breadth of experiences and emotions. This talk overviews the 5 stages of startups and discusses why a good idea does not necessarily result in a good product, and why a good product does not necessarily result in a company. It also provides a hands-on example of my own experience as an early-stage startup COO. Here’s the deal: to succeed, a company needs more than a good idea. It must solve a real market need, and execute that good idea really well. To this, you need to add a great team behind the idea to ensure that the right decisions are made along the way. And let’s not forget capital, which is essential to make everything come together and push the venture ahead. Finally, the business must be able to scale up for the company to succeed in the long term.
Explain your marketing plan or business proposal with this amazing slidedeck available for PowerPoint & Keynote. Slides include market summary, product definition, competition, positioning, pricing, success metrics, project milestones, schedule and many more.
LINK -> https://www.improvepresentation.com/presentation-templates/marketing-presentation-template
http://Vimi.co talks UX & Cognitive Bias at http://impactech.co - An intro for startups to User Experience design & Cognitive Bias. Worksheets: https://goo.gl/uPxBjD
PLEASE SHARE :)
MKT 335 Client Packet for Milestones One to Three and Final IlonaThornburg83
MKT 335 Client Packet for Milestones One to Three and Final Project
Client Name: KitchenAid
Part 1: Client Overview
Your client for the final project is KitchenAid, a United States–based appliance brand known for
leveraging best-in-class technology to create state-of-the-art products that solve novice chefs’ toughest
kitchen challenges.
A key component of KitchenAid’s rollout strategy is their countertop appliance offerings, including
tabletop ovens that eliminate the need for a big oven, blenders, juicers, and food processors that peel,
dice, and chop. KitchenAid’s goal is to make the time consumers spend in the kitchen efficient, fun, and
“simply brilliant.”
A core component of the business and KitchenAid’s foremost marketing priority is its product launches.
Once every four to six weeks, KitchenAid introduces a new product to the market. The products are each
introduced with the same amount of attention, care, and of course, a big digital advertising spend.
As part of your work for this client, your job will be to research the category, better understand the
brand’s consumer, and propose a digital campaign strategy that helps ensure the client’s next launch is
one of its most impactful.
Before continuing, take some time to research KitchenAid and their current campaign strategy, paying
special attention to their website user experience and their social media channels. You may even want
to sign up for their emails. Once you have a solid understanding of the current online presence, move on
to Part 2.
Part 2: Campaign Information
Previous Campaign/Current Campaign Structure
Typically, the KitchenAid brand spends their advertising dollars on holistic campaigns that sell the brand
as a whole, as much as they do the product. This year, however, they want to change that structure,
creating campaigns that cater to specific products.
Their main reason for changing their tried and true advertising strategy is that they would like to be able
to leverage the unique targeting capabilities of digital to target users with products specific to their
needs.
Target Persona
The brand has three distinct target personas they leverage to sell products and innovate in the kitchen
category.
Health Nuts: Health lovers of all ages and stages who know that cooking at home is the best way
to control their food choices. They leverage social media to find new recipes and ideas and
show-off their healthy lifestyles. KitchenAid’s countertop products keep them cooking without
creating additional messes and steps that require long amounts of cleanup.
Terrell McGhee
Highlight
The Tasty Chef: Usually females between the ages of 25 and 45, the tasty chef is frequently
inspired by the elaborate creations they see online. They view these videos as entertainment
but do not mind trying them out from time to time. They love KitchenAid’s countertop products
because they are versatile and give them the option ...
Make it Personal: Accelerating Your Personalization Game PlanOptimizely
While many talk about personalization and the value it can bring, the challenges of implementing it often mean the initiative never gets off the ground. Where should you start, and what tools should you use to test, learn, and create the most powerful and relevant experiences? Join Optimizely’s Senior Strategy Consulting and Solutions Engineering managers to learn how to lay out your personalization strategy and use new product features that make it faster and easier to personalize your campaigns with Optimizely.
In this session you’ll learn:
- How to develop a personalization strategy, and where to get started
- How machine learning capabilities can help you start personalizing today
- A walkthrough of Optimizely’s Personalization solutions, including Extensions, Recommendations, and the recently launched Adaptive Audiences
The cost of advertising on social networks continues to increase substantially quarter over quarter. Brands need to become more more agile in their media investments to maintain a sustainable return. In this panel hear how brands are starting to shift some of their attention to loyalty, expanding their reporting scope to include new metrics, justifying continued and future investments.
WVU IMC 625 - Advanced Creative Concepts
Throughout this course, we learned to delve into the creative process and hone the skills to develop and execute innovative brand strategies. We tackled the process of building dynamic and engaging campaigns for future employers and clientele.
Creative execution incorporated:
- Audience & insights research
- Current market research
- Brand audit
- Campaign mood board
- Messaging strategy
- Social media marketing
- Digital ads
Understand your Audience and build your website's Funnel with Search Data.
Search data is often used to start an SEO and paid search strategy. However, search data isn't just about keywords – it's like peeking into the thoughts of your potential visitors. It's almost like doing detective work to understand your client's needs and identify their patterns. Once you've gathered this valuable knowledge, you can use it to shape your brand and guide people through your website. You will be creating a roadmap that helps visitors become customers.
Integrated Marketing Communications/ IMC Plan for studentsManju Princy
Easy guide to MBA students
Integrated Marketing Communications.
The IMC Plan/Process.
To know the IMC process carried out to achieve the marketing objectives.
To help students to craft the IMC plan for any business.
Starting a company is a life-changing event that brings together a breadth of experiences and emotions. This talk overviews the 5 stages of startups and discusses why a good idea does not necessarily result in a good product, and why a good product does not necessarily result in a company. It also provides a hands-on example of my own experience as an early-stage startup COO. Here’s the deal: to succeed, a company needs more than a good idea. It must solve a real market need, and execute that good idea really well. To this, you need to add a great team behind the idea to ensure that the right decisions are made along the way. And let’s not forget capital, which is essential to make everything come together and push the venture ahead. Finally, the business must be able to scale up for the company to succeed in the long term.
Explain your marketing plan or business proposal with this amazing slidedeck available for PowerPoint & Keynote. Slides include market summary, product definition, competition, positioning, pricing, success metrics, project milestones, schedule and many more.
LINK -> https://www.improvepresentation.com/presentation-templates/marketing-presentation-template
http://Vimi.co talks UX & Cognitive Bias at http://impactech.co - An intro for startups to User Experience design & Cognitive Bias. Worksheets: https://goo.gl/uPxBjD
PLEASE SHARE :)
Explore the multifaceted world of Muntadher Saleh, an Iraqi polymath renowned for his expertise in visual art, writing, design, and pharmacy. This SlideShare delves into his innovative contributions across various disciplines, showcasing his unique ability to blend traditional themes with modern aesthetics. Learn about his impactful artworks, thought-provoking literary pieces, and his vision as a Neo-Pop artist dedicated to raising awareness about Iraq's cultural heritage. Discover why Muntadher Saleh is celebrated as "The Last Polymath" and how his multidisciplinary talents continue to inspire and influence.
This tutorial offers a step-by-step guide on how to effectively use Pinterest. It covers the basics such as account creation and navigation, as well as advanced techniques including creating eye-catching pins and optimizing your profile. The tutorial also explores collaboration and networking on the platform. With visual illustrations and clear instructions, this tutorial will equip you with the skills to navigate Pinterest confidently and achieve your goals.
Hadj Ounis's most notable work is his sculpture titled "Metamorphosis." This piece showcases Ounis's mastery of form and texture, as he seamlessly combines metal and wood to create a dynamic and visually striking composition. The juxtaposition of the two materials creates a sense of tension and harmony, inviting viewers to contemplate the relationship between nature and industry.
Fashionista Chic Couture Maze & Coloring Adventures is a coloring and activity book filled with many maze games and coloring activities designed to delight and engage young fashion enthusiasts. Each page offers a unique blend of fashion-themed mazes and stylish illustrations to color, inspiring creativity and problem-solving skills in children.
2. 1
IXD Creative Founder F2019 HAXZ
Xinyao XuShicheng Huo
Time Management
System Thinking
We are Haxz!
Visual Design
Design Research
Ronald Alunan
Insight & Perspective
Collaborative Design
Wen Zeng
System Thinking
User Research
3. San Francisco
25 / Single / 90K
Target User
Prefer eating out in full-services restaurants with friends
Always use App / Social media as reference to find restaurant
Foodie who eat out 3+ times a week
Has a full time job
Need/ Goals
Socialize with friends
A reliable resource for deciding on restaurants
Easy way to plan outings
2
IXD Creative Founder F2019 HAXZ
4. Business Concept
people aged 23-35 who works full-time
who likes to eat at restaurants with
friends 3+ times a week.
Having a complex process when
they planning out with friends.
Problem Solution
An app that helps arranging
eating outing easier.
People
3
IXD Creative Founder F2019 HAXZ
12. Our mission is help users simplify their eating out
arranging process. We provide precise, personal
preference based information for users.
Why we are unique?
Connecting
Reliable
9
IXD Creative Founder F2019 HAXZ
14. SOM
TAM, SAM, SOM 11
IXD Creative Founder F2019 HAXZ
Target Customers in San Francisco
Target User: 8K People
833,305
*58%
*20%
* 8.175%SOM
Population in San Francisco who ages between
24-35 does not have family and is a $100K earner.
Population in San Francisco
Single
Aged between 24-35
15. TAM, SAM, SOM 12
IXD Creative Founder F2019 HAXZ
Target User: 5M People
130,618 * 8 = 1,044,944
SAM
SOM
Target Customers in 8 states of US
130,618 is the average target users that populates each
state. (Base on the same calculate method of SOM)
The 8 largest states occupies the majority of full-service
restaurants in the US.
Target User: 8K People
883,305 * 58% * 20% * 8.175% = 8376
16. TAM, SAM, SOM 13
IXD Creative Founder F2019 HAXZ
Target User: 33M People
1,044,944 * 32 = 33,438,208
Yelp expanded their business in 32 countries
Target Customers in 32 countries
TAM
SAM
SOM
Target User: 5M People
130,618 * 8 = 1,044,944
Target User: 8K People
883,305 * 58% * 20% * 8.175% = 8376
17. TAM, SAM, SOM
14
IXD Creative Founder F2019 HAXZ
Restaurants’ investment on social media ads
18. 15
IXD Creative Founder F2019 HAXZ
- There are 67% of restaurants are willing to invest social
media ads according to 2019 Restaurant success report.
- The average in-app advertisement is 0.24$ / Click in US
- The average click rate through in-app ads is 1% - 0.06%
IXD Creative Founder F2019 HAXZ
19. SOM
TAM, SAM, SOM 16
IXD Creative Founder F2019 HAXZ
Restaurant Advertising investment
SOM
Annual Income: $63K
( 6519 * 67%) * (0.24*(8376*0.06%))*12 = 63,217
Every target customers click through our product’s
in-app advertisement once per months.
23. BMC 20
IXD Creative Founder F2019 HAXZ
Users
Restaurants
Advertising
Agencies
Businesses
Social Events
Restaurant
Partnership
Social Events
International
Bloggers
Social Media
Quick Arrangement
Information Share
Multilingual
Reservations
Premium Features
Friend Network
Crowdsourced
Web Services
Bloggers
Social Events
Restaurants
Travel Agency
Userbase
Haxz Haxz 2019/10/31 3
Word Of Mouth
App Platform
Blogs
Social Media
Advertisements
Advertisements
User Clicks
Digital Data
Restaurants
Sponsorship
Databases & Servers
Foodies / U.G.C
Algorithms / Social M
Lawyers / Business
User Networks
Reviews / Photos
Restaurant Partnership
Product Maintenance
Development Team
Office Space / Offices
Technology Services
Customer Acquisition
Logistics / Kiosk
Marketing
User Acquisition
Relationship
Building
Social Engagement
Membership
Social Events
24. BMC 20
IXD Creative Founder F2019 HAXZ
3
Restaurant
Partnership
Events
International
Bloggers
Social Media
Quick Arrangement
Information Share
Multilingual
Reservations
Premium Features
Friend Network
Crowdsourced
Web Services
Bloggers
Social Events
Restaurants
Travel Agency
Userbase
Haxz Haxz 2019/10/31
Word Of Mouth
App Platform
Blogs
Social Media
Advertisements
Advertisements
User Clicks
Digital Data
Restaurants
Sponsorship
Databases & Servers
Foodies / U.G.C
Algorithms / Social M.
Lawyers / Business
User Networks
Reviews / Photos
Restaurant Partnership
Product Maintenance
Development Team
Office Space / Offices
Technology Services
Customer Acquisition
Logistics / Kiosk
Marketing
User Acquisition
Relationship
Building
Social Engagement
Membership
Social Events
Users
Restaurants
Businesses
Social Events
Advertising
Agencies
Product Maintenance
Web Services
User Generated
Content
Relationship
Building
Premium Features
International Reach
Word Of
Mouth
Social
Events
Membership
26. MVP Idea
People can create eating out plan
and share it with friends.
22
IXD Creative Founder F2019 HAXZ
Personal requirements highlight
in the profile for friends to see.
User generated content based
27. 23
IXD Creative Founder F2019 HAXZ
Riskiest Assumption
People can arrange eating out without texting a single word
28. 24
IXD Creative Founder F2019 HAXZ
Step1: Collect participant’s preferences
Step2: Send the invitation card to friends without texting a single word
Step3: Take the screenshot of the first reaction
Step4: Post-experiment interview
Steps:
30. 26
IXD Creative Founder F2019 HAXZ
7 first reactions from 5 participants :
1. “What!”
2. “What’s this?”
3. “I can’t! I will be in chicago next weekend”
4. “Wow! What kind of app is it?!”
5. “Should we go to this restaurant on Friday?”
6. “I can go at this time! ”
7. “I might go eat Hubei food, they
also in San Mateo”
31. 27
IXD Creative Founder F2019 HAXZ
Results
5/7 responses associate it is an invitation from an app
Valid MVP experiment
4/7 responses give clear response to participants
32. 28
IXD Creative Founder F2019 HAXZ
“It provides a simple and efficient way for
me to arrange a meal with my friends”
33. 29
IXD Creative Founder F2019 HAXZ
Observation
- Users showed that they wanted to engage with the content.
- Participants start conversation around the content naturally.
- Participants get a clear response in a short conversation.
34. 30
IXD Creative Founder F2019 HAXZ
Insight
- 2/5 participants think the invitation card lacks casualness
Lack of
casualness
35. 31
IXD Creative Founder F2019 HAXZ
Insight
- 3/5 participants wish there can be more options for
restaurants and time for their friends. Based on
their personal experience, they need to negotiate
choices with their friends to make a final decision.
- 3/5 participants wish it can be a clickable to
see further information.
Multiple
Options
Further
Information
36. 32
IXD Creative Founder F2019 HAXZ
Insight
- 1 participant wish there can be a restaurants archive
list or wish list for her to track restaurants she has
been to or want to go.
- 1 participant feels that it will be great to have the
community with similar taste.
Customizable
Lists
Community
Building
38. 34
IXD Creative Founder F2019 HAXZ
SEPT OCT NOV
Customer Discovery Customer MVP TestingCustomer Validation
MVP CreationUser Research Problem Finding & User Testing
Feature Validation
User Finding
Identifying
Our Persona
in interviews
Product Sprint
Feature
Storyboard
Testing
Key Use Scenario
Behavioral
Storyboard
Testing
Journey Map
Identifying
problems
with process
Testing
Market Research
TOM
SOM
SAM
MVP Testing
Restaurant Card
Experiment Test
?
MVP Confirmed
Product Roadmap
Customer Acquisition
Validation
Acquisition
Prototyping
Building
39. 35
IXD Creative Founder F2019 HAXZ
What to do next:
- Landing Page
- Poster to see how is people’s reaction to our product
- Update Our MVP Features
40. Resources:
IXD Creative Founder F2019 HAXZ
36
Hale, Robert. “How to Write Your Restaurant Marketing Budget in 2019.” Toast POS,
Toast, Inc., 6 Sept. 2019, https://pos.toasttab.com/blog/restaurant-marketing-budget.
Brenner, Michael, et al. “Banner Ads Have 99 Problems And A Click Ain't One.”
Marketing Insider Group, 6 Sept. 2019,
https://marketinginsidergroup.com/content-marketing/banners-99-problems/.
“An Introduction to Yelp Metrics as of June 30, 2019.” Yelp,
https://www.yelp.com/factsheet.
“Census Profile: San Francisco, CA.” Census Reporter,
https://censusreporter.org/profiles/16000US0667000-san-francisco-ca/.
https://www.yelp.com
https://www.zagat.com
https://www.rottentomatoes.com
https://www.instagram.com
https://www.ubereats.com
Comparative Landscape
Single Location Full-Service Restaurants in the US. IBISWorld In dusry Report 72211b
Pk. “Income Percentile by Age Calculator [2019].” DQYDJ, 24 Oct. 2019,
https://dqydj.com/income-percentile-by-age-calculator/.
41. Thank you
BMC & Comparative landscape
IXD-Creative Founder
Shicheng Huo || Eva Xu || Wen Zeng || Ronald Alunan
IXD Creative Founder F2019 HAXZ