The document presents a concept for a mobile app called YeaGo that would allow families to explore nature together and learn about plants in real-time through games and interactive activities. It describes the target users of parents and children ages 5-10 who enjoy outdoor activities. Competitive analysis shows there is an opportunity for an app that provides real-time plant guidance for kids in a fun, safe, and social environment.

1. A fun game for
family nature exploration
INF 556 | FALL 2016 | Wen Zhong
YeaGo

2. Customer/Problem Hypothesis
PARENTS want their kid(s)
to learn more about plants
and explore in the nature.

3. Description:
Nature lover
Late 20s to mid 40s
Lives in Los Angeles
Has kid(s) age between 5 – 10
Behaviors:
Tech savvy and early adopter
Prefers to take his kid(s) to parks, gardens
or hills during family time
Encourages kid(s) to learn through
exploration
Enjoys accompanying kid(s) if possible
Needs and Goals:
Willingness to adopt new tech ideas
Wants his kid(s) know more about nature
Seeks good Guidance for his kid(s) to when explore in the nature
Demand for a high-quality family time with kid(s)
John, a nature lover Dad

4. Description:
Ages 5-10
Plenty of spare time after school
Can follow easy instructions of apps
Behaviors:
Has access to electronic products
Enjoy playing novel mobile games
Enjoy go out with family to parks and gardens
Needs and Goals:
Has curiosity about his everyday surrounding life
Needs to be accompanied by family
Demand for amusing games to kill time
Steven, a curious kid

5. Validated!
100% of the parents are willing to let
their kids learn more about nature.
6 out of 10 need a real-time plant
guidance for their kid(s).
Customer Discovery Results

6. Description:
Leafsnap is a series of electronic field guides being developed
by university researchers. Leafsnap is a free mobile app using
visual recognition software to help identify tree species from
photographs to their leaves.
Competitive Analysis - Leafsnap

7. Pros:
Visual recognition technology
Huge downloads worldwide (28.5 K)
Clear section division (Easy to use)
Rich leaf database (220 +)
High-resolution images (including flowers,
fruits, petioles, seeds, and bark)
Cons:
Not based in LA (trees mainly in the
Northeastern United States and Canada)
Doesn’t generate profit (rely on charity)
Literally hard for kids to understand
Lack of interaction (no community)
Competitive Analysis - Leafsnap

8. Description
Plants by Tinybop is the explorer‘s library. It helps kids unearth
the secrets of the green kingdom.
Competitive Analysis - Plants by TINYBOP

9. Pros:
$6M in 2 Rounds from 5 Investors
Algorithmic animation encourages open exploration
See each biome‘s lifecycles over time
Immersive effects ( including gravity sensor & audio)
Competitive Analysis - Plants by TINYBOP
Cons:
Words are hard for kids to understand
Really limited amount of plant species (only 12)
No relation with real-world plants
Don’t involve community feature

10. Competitive Analysis Summary
Current Market place
The value proposition is to design a fun location-
based app for families to explore nature and learn
about plants in real-time. There are lots of websites
or apps that provide services with similar content.
However, none of them can satisfy the need of real-
time nature guidance and kid-oriented feature at the
same time. This is where we can have a chance in
the market place.
Opportunities
Create scenarios that parents and kids can explore
nature together in a fun way so that we can stand
out in the niche market. Set up safe areas for kids to
explore nature so that parents won‘t worry about the
security problems. Take advantage of rankings and
social network to generate an active community and
encourage more users. Easy interface with excellent
sound design would be a plus.
Pivoted value proposition
Fun location-based app for
FAMILY nature exploration

11. Storyboard
Kid opens the app, as he’s
the little prince seeking
greenings in the desert.
Kid sees that there are
tulips nearby.21 Kid walks toward tulips
following the arrows.3

14. Kid pursues his journey,
exploring the planet
and building his garden.

15. Guerilla Study Insights
100% of the parents thought the best way to learn about plants is through nature exploration.
The most common outdoor locations kids go are playgrounds, parks and gardens.
7 out of 10 thought it might be difficult for younger kids to use.
50% of them would not consider the in-app purchase.
They would be willing to pay $3.697 for YeaGo on average.
50% deem <The Little Prince> storyline as irrelevant.

16. Pivoted Prototype
1 2 3

17. Pivoted Prototype
4 5 6

18. Facebook Ad

19. Unbounce Landing Page Campaign

20. Unbounce Landing Page Campaign

21. Unbounce Landing Page Campaign

22. Unbounce Landing Page Campaign

23. Unbounce Conversion Results

24. Facebook Campaign Results A

25. Facebook Campaign Results B

26. Conclusion
Resource Facebook A Facebook B Unbounce
Click 15 14 3%
Reach 1120 984 26
CTR 1.3% 1.4% 11.54%
Reason Parents aged between
25-34 are the majority
of those who give me
feedback.They care
more about kids’
interest in nature.
Maybe because of my
released time started
at night, the conversion
rate is not good. I can
try some other time
next time.
Parents aged between
35-44 are the majority
feedback group in this
ad.They care more
about kids’ safety when
go outside.Women are
more interested than
men, they are more
likely to click the ad.
My two ads have
similar outcomes.
The conversion rate is
not high. Because the
buttom I put on the
page is not importable.
There’s no way to get a
conversion with that.
After I changed it into
a form where people
can text and click, then
the conversion rate
started coming.

27. Future Plans
GOAL BY THE END OF 2017
Downloads 4,000+
Ratings 4+/5
Monthly active users 500+
Facebook followers 500+
Instagram followers 500+
Branding
$ 30,000
Overhead
$ 20,000
Travels
$ 10,000
Team
$ 50,000
Funding Budget Plan with $ 100,000