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Ziilion E245 final presentation

The document proposes three ideas for a renren app in China's college market: 1. An app that facilitates event meetings between college students. With a potential market of 20 million college students and $100 million in revenue. Customer interviews and surveys were conducted. 2. A website that helps organize events in China. It would provide value to event hosts. 3. A renren app that ranks and reviews all aspects of college campus life. It would provide value to users.

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Idea: A renren app that facilities event meeting in China colleges User size: 20 million college students in China Serviceable Addressable Market: US$ 100 million Customer Interviewed: 154 Online Surveyed: 48
Yiye Jin Junhao Jiang EE MS (candidate) EE MS (candidate) UI & UX design System Architecture Lu Li MS&E MS (candidate) Server-side development Yinan Na Anthony Chow CS MS (candidate) MS&E MS (candidate) Client-side development Marketing & Analysis
Canvas #1: A renren app that facilities event meeting in China’ colleges Test: Event Goer and Host Value Proposition Test: Sponsors Value Proposition Key Activities: Product Development, Marketing, Risk Mitigation Test: Increase value for Event Goers Pivot Canvas #2: A website that facilitates events organization in China Test: Event Host Value Proposition Pivot Canvas #3: A renren app that ranks and reviews all aspects of China college campus life Test: User Value Proposition
Event Host Event Goer Name: An Qi Huang Name: Yu Zhou Wang • Junior at Wuhan University, major in • Junior at Shanghai Jiaotong University, Economics majoring in EE • Loves music and psychology • Interested in a variety of sports, street • Student leader of Yoga Club dancing, music and comics • Organizes weekly yoga sessions • Actively finds events on renren.com, BBS • Wants to attract many event attendants and through word of mouth
$200 initial user acquisition/school 5% commission $100 per year
Events Hosts: Events Hosts: post- 1. Promotion event feedback and Cost reduction, 2. App Development China’s Market increased reach, social connection 1. Renren.com 3. Marketing 2. Campus Map sponsor matching Event sponsors: Post- Users: 4. Early adopter providers event feedback 1. Events goers acquisition 0 Events Goers: 0 3. Companies with 2. Events Hosts Event info established aggregation, Social Customers: network with influence 1. Local small student body 1. Student bodies Distribution + user businesses 4. Local “Groupon” connection Local Businesses: acquisition: 2. Events Hosts companies 2. User base in renren Exposure to students Renren.com 3. Sponsor base in through web Sponsor acquisition: “Groupon” advertisement, Local “Groupon” 0 companies 0 0 Attendants analysis companies 0 0 1. App design and development 1. Bid ranking for events 2. Server/Web Hosting 2. Sponsor recommendation 3. Marketing 3. Subscription for local businesses 0 0
Events Hosts: Events Hosts: post- 1. Promotion event feedback and Cost reduction, 2. App Development China’s Market increased reach, social connection 1. Renren.com 3. Marketing 2. Campus Map sponsor matching Event sponsors: Post- Users: 4. Early adopter providers event feedback 1. Events goers acquisition 0 Events Goers: 0 3. Companies with 2. Events Hosts Event info established aggregation, Social Customers: network with influence 1. Local small student body 1. Student bodies Distribution + user businesses 4. Local “Groupon” connection Local Businesses: acquisition: 2. Events Hosts companies 2. User base in renren Exposure to students Renren.com 3. Sponsor base in through web Sponsor acquisition: “Groupon” advertisement, Local “Groupon” 0 0 0 Attendants analysis 0 0 Test: Value Proposition for Event goers/hosts companies companies 1. App design and development 1. Bid ranking for events 2. Server/Web Hosting 2. Sponsor recommendation 3. Marketing 3. Subscription for local businesses 0 0
Events Hosts: Events Hosts: post- 1. Promotion event feedback and Cost reduction, 2. App Development China’s Market increased reach, social connection 1. Renren.com 3. Marketing 2. Campus Map sponsor matching Event sponsors: Post- Users: 4. Early adopter providers event feedback 1. Events goers acquisition 0 Events Goers: 0 3. Companies with 2. Events Hosts 68 Event info established aggregation, Social Customers: network with influence 68 1. Local small student body 1. Student bodies Distribution + user businesses 4. Local “Groupon” connection Local Businesses: acquisition: 2. Events Hosts companies 2. User base in renren Exposure to students Renren.com 3. Sponsor base in through web Sponsor acquisition: “Groupon” advertisement, Local “Groupon” 0 companies 0 0 Attendants analysis 0 0 companies Test: Value Proposition for local businesses 1. App design and development 1. Bid ranking for events 2. Server/Web Hosting 2. Sponsor recommendation 3. Marketing 3. Subscription for local businesses 0 0
Events Hosts: Events Hosts: post- 1. Promotion event feedback and Cost reduction, 2. App Development China’s Market increased reach, social connection 1. Renren.com 3. Marketing 2. Campus Map sponsor matching Event sponsors: Post- Users: 4. Early adopter providers event feedback 1. Events goers acquisition 0 Events Goers: 0 3. Companies with 2. Events Hosts 68 Event info established aggregation, Social Customers: network with influence 68 1. Local small student body 1. Student bodies Distribution + user medium 4. Local “Groupon” connection Local Businesses: acquisition: businesses companies 2. User base in renren Exposure to students Renren.com 2. Events Hosts 3. Sponsor base in through web Sponsor acquisition: “Groupon” advertisement, Local “Groupon” 0 0 19 Attendants analysis 0 19 companies companies Key Activities 1. App design and development 1. Bid ranking for events 2. Server/Web Hosting 2. Sponsor recommendation 3. Marketing 3. Subscription for local businesses 0 87
Events Hosts: Events Hosts: post- 1. Promotion event feedback and Cost reduction, 2. App Development China’s Market increased reach, social connection 1. Renren.com 3. Marketing 2. Campus Map sponsor matching Event sponsors: Post- Users: 4. Early adopter providers event feedback 1. Events goers acquisition 37 Events Goers: 0 3. Companies with 2. Events Hosts Event info established aggregation, Social Customers: 68 network with influence 68 1. Local small student body 1. Student bodies Distribution + user medium 4. Local “Groupon” connection Local Businesses: acquisition: businesses companies 2. User base in renren Exposure to students Renren.com 2. Events Hosts 3. Sponsor base in through web Sponsor acquisition: “Groupon” advertisement, Local “Groupon” 5 Aggressive Marketing companies 8 19 Attendants analysis companies 0 19 1. App design and development 1. Bid ranking for events 2. Server/Web Hosting 2. Sponsor recommendation 3. Marketing 3. Subscription for local businesses 29 87
1. Promotion Events Hosts: 2. App Development Cost reduction, Events Hosts: post- 1. Renren.com event feedback and 3. Marketing increased reach, China’s Market 2. Campus Map social connection 4. Early adopter sponsor matching providers Users: acquisition Event sponsors: Post- 3. Companies with Events Goers: 1. Events goers 5. Building overseas event feedback established 37 Event info aggregation, 0 2. Events Hosts network with Chinese networking Social influence, student body Customers: 68 overseas exposure, 4. Local “Groupon” 1. Student bodies inter-college, celebrity 111 1. Local small Distribution + user companies connection events medium acquisition: 5. Overseas colleges 2. User base in renren businesses Local Businesses: Renren.com 3. Sponsor base in 2. Events Hosts “Groupon” Corps Exposure to students Sponsor acquisition: 4. Overseas connection by web advertisement, Local “Groupon” 5 41 Attendants analysis 19 companies 0 19 Test: Increase value proposition for event goers design and development 1. App 1. Bid ranking for events 2. Server/Web Hosting 2. Sponsor recommendation 3. Marketing 3. Subscription for local businesses 62 87
1. Promotion Events Hosts: 2. App Development Cost Events Hosts: post- 1. Renren.com event feedback and 3. Marketing reduction, increased China’s Market 2. Campus Map social connection 4. Early adopter reach, sponsor providers Users: acquisition matching Event sponsors: Post- 3. Companies with 1. Events goers 5. Building overseas event feedback established Events Goers: 2. Events Hosts network with Chinese networking Event info student body aggregation, Social Customers: 4. Local “Groupon” 1. Student bodies influence, overseas 1. Local small Distribution + user companies connection exposure, inter- medium acquisition: 5. Overseas colleges 2. User base in renren college, celebrity businesses Renren.com 3. Sponsor base in events 2. Events Hosts “Groupon” Corps Sponsor acquisition: 4. Overseas connection Local Businesses: Local “Groupon” Exposure to students companies by web advertisement, Attend 1. App design and development ants analysis 1. Bid ranking for events 2. Server/Web Hosting 2. Sponsor recommendation 3. Marketing 3. Subscription for local businesses
Event Hosts: Users: 1. Customer 1. Improve scheduling 1. Automated Service Major SNS: Development China’s Market 2. Time reduction 1. Renren.com 2. Product 3. Multi-platform Restaurants/Retail Users: 2. Weibo Development broadcast Shops: Individual event 3. QQgroups 3. Marketing 0 4. Recommendations 1. Automated Service 0 hosts 4. Fetion SMS for event related resources Customer: F&B/Retail/Entert F&B/Retail/Entertain Major SNS: ainment Shops 1. Developer ment Shops: 1. Renren.com 2. Large user base 1. Targeted 2. Weibo on all major SNS advertisement to 3. QQgroups events that will 4. Fetion SMS 0 0 0 0 68 happen 1. App design and development Targeted Advertisements: 2. Server/Web Hosting Monthly subscription packages for 3. Marketing cost advertisement on our site. 0 19
Event Hosts: Users: 1. Customer 1. Improve scheduling 1. Automated Service Major SNS: Development China’s Market 2. Time reduction 1. Renren.com 2. Product 3. Multi-platform Restaurants/Retail Users: 2. Weibo Development broadcast Shops: Individual event 3. QQgroups 3. Marketing 0 4. Recommendations 1. Automated Service 0 hosts 4. Fetion SMS for event related resources Customer: F&B/Retail/Entert F&B/Retail/Entertain Major SNS: ainment Shops 1. Developer ment Shops: 1. Renren.com 2. Large user base 1. Targeted 2. Weibo on all major SNS advertisement to 3. QQgroups events that will 4. Fetion SMS 0 0 0 0 68 happen Test: Value Proposition for Event Hosts 1. App design and development Targeted Advertisements: 2. Server/Web Hosting Monthly subscription packages for 3. Marketing cost advertisement on our site. 0 19
Insight: Students have different focus during different stage of their college life. Freshmen: Sophomore: Junior: Senior: Uncertain about new Care more about Worry about next Settled for next steps environment, want to know campus events and steps ( jobs, graduate in life and wants to more about courses to take social life school, going abroad) enjoy the rest of and which professors are and means to get college life (party good them places, restaurants, an d other fun places)
Idea: A website that allows college student to benefit from the wisdom of the crowd in making decisions that will impact their lives socially and academically, and make their campus life more colorful. Product … Campus Retail Jobs/Interns Courses Food Events Shops hips
1. Promotion Events Hosts: 2. App Development Cost Events Hosts: post- 1. Renren.com event feedback and 3. Marketing reduction, increased China’s Market 2. Campus Map social connection 4. Early adopter reach, sponsor providers Users: acquisition matching Event sponsors: Post- 3. Companies with 1. Events goers 5. Building overseas event feedback established Events Goers: 2. Events Hosts network with Chinese networking Event info student body aggregation, Social Customers: 4. Local “Groupon” 1. Student bodies influence, overseas 1. Local small Distribution + user companies connection exposure, inter- medium acquisition: 5. Overseas colleges 2. User base in renren college, celebrity businesses Renren.com 3. Sponsor base in events 2. Events Hosts “Groupon” Corps Sponsor acquisition: 4. Overseas connection Local Businesses: Local “Groupon” Exposure to students companies by web advertisement, Attend 1. App design and development ants analysis 1. Bid ranking for events 2. Server/Web Hosting 2. Sponsor recommendation 3. Marketing 3. Subscription for local businesses
Users: Users: 1. Make decision based on 1. Automated Service Users : 1. Renren.com 1. Customer Development wisdom of the crowd China college students 2. College administration 2. Product Development 2. Student 3. Marketing Local Businesses: discounts/offers/deals 1. Personal service Customers : 3. Have fun Local businesses 0 Local Businesses: 0 1. Exposure to students 2. Traffic redirect 1. Large college student 3. Obtain customer Distribution/User user base in renren.com feedback acquisition channel: 2. Content from college 1. Renren.com administration 3. Details of local Content channel: businesses around 1. BBS campus 2. College students 0 4. 0 Connections to popular 0 3. School Administration 0 0 people in colleges 4. Business review sites Sponsored Search: 1. App design and development Local business pay for traffic on cost-per-click (CPC) model 2. Server/Web Hosting Advertisements: 3. Marketing cost Monthly subscription packages for advertisement on our site. 0 Offers/Deals: 0 4. Content acquisition cost Take a percentage cut of offers and deals placed on our site.
Users: Users: 1. Make decision based on 1. Automated Service Users : 1. Renren.com 1. Customer Development wisdom of the crowd China college students 2. College administration 2. Product Development 2. Student 3. Marketing Local Businesses: discounts/offers/deals 1. Personal service Customers : 3. Have fun Local businesses 0 Local Businesses: 0 1. Exposure to students 2. Traffic redirect 1. Large college student 3. Obtain customer Distribution/User user base in renren.com feedback acquisition channel: 2. Content from college 1. Renren.com administration 3. Details of local Content channel: businesses around 1. BBS campus 2. College students 0 4. 0 Connections to popular 0 3. School Administration 0 0 Test: Value Proposition for College people in colleges 4. Business review sites 1. Students App design and development Sponsored Search: Local business pay for traffic on cost-per-click (CPC) model 2. Server/Web Hosting Advertisements: 3. Marketing cost Monthly subscription packages for advertisement on our site. 0 Offer/Deals: 0 4. Content acquisition cost Take a percentage cut of offers and deals placed on our site.
Events Hosts: Events Hosts: post- 1. Promotion event feedback and Cost 2. App Development China’s Market reduction, increased social connection 1. Renren.com 3. Marketing 2. Campus Map reach, sponsor Event sponsors: Post- Users: 4. Early adopter providers matching event feedback 1. Events goers acquisition 0 0 3. Companies with 2. Events Hosts Events Goers: established Event info Customers: network with aggregation, Social 1. Local small student body 1. Student bodies influence Distribution + user businesses 4. Local “Groupon” connection acquisition: 2. Events Hosts companies 2. User base in renren Local Businesses: Renren.com 3. Sponsor base in Exposure to students Sponsor acquisition: “Groupon” through web Local “Groupon” 0 companies 0 0 advertisement, Atten companies 0 0 dants analysis 1. App design and development 1. Bid ranking for events 2. Server/Web Hosting 2. Sponsor recommendation 3. Marketing 3. Subscription for local businesses 0 0
Events Hosts: Events Hosts: post- 1. Promotion event feedback and Cost 2. App Development China’s Market reduction, increased social connection 1. Renren.com 3. Marketing 2. Campus Map reach, sponsor Event sponsors: Post- Users: 4. Early adopter providers matching event feedback 1. Events goers acquisition 0 0 3. Companies with 2. Events Hosts 68 Events Goers: established Event info Customers: network with aggregation, Social68 1. Local small student body 1. Student bodies influence Distribution + user businesses 4. Local “Groupon” connection acquisition: 2. Events Hosts companies 2. User base in renren Local Businesses: Renren.com 3. Sponsor base in Exposure to students Sponsor acquisition: “Groupon” through web Local “Groupon” 0 companies 0 0 advertisement, Atten 0 0 companies dants analysis 1. App design and development 1. Bid ranking for events 2. Server/Web Hosting 2. Sponsor recommendation 3. Marketing 3. Subscription for local businesses 0 0
Events Hosts: Events Hosts: post- 1. Promotion event feedback and Cost reduction, 2. App Development China’s Market increased reach, social connection 1. Renren.com 3. Marketing 2. Campus Map sponsor matching Event sponsors: Post- Users: 4. Early adopter providers event feedback 1. Events goers acquisition 0 Events Goers: 0 3. Companies with 2. Events Hosts 68 Event info established aggregation, Social Customers: network with influence 68 1. Local small student body 1. Student bodies Distribution + user medium 4. Local “Groupon” connection Local Businesses: acquisition: businesses companies 2. User base in renren Exposure to students Renren.com 2. Events Hosts 3. Sponsor base in through web Sponsor acquisition: “Groupon” advertisement, Local “Groupon” 0 0 19 Attendants analysis 0 19 companies companies 1. App design and development 1. Bid ranking for events 2. Server/Web Hosting 2. Sponsor recommendation 3. Marketing 3. Subscription for local businesses 0 87
Events Hosts: Events Hosts: post- 1. Promotion event feedback and Cost reduction, 2. App Development China’s Market increased reach, social connection 1. Renren.com 3. Marketing 2. Campus Map sponsor matching Event sponsors: Post- Users: 4. Early adopter providers event feedback 1. Events goers acquisition 37 Events Goers: 0 3. Companies with 2. Events Hosts Event info established aggregation, Social Customers: 68 network with influence 68 1. Local small student body 1. Student bodies Distribution + user medium 4. Local “Groupon” connection Local Businesses: acquisition: businesses companies 2. User base in renren Exposure to students Renren.com 2. Events Hosts 3. Sponsor base in through web Sponsor acquisition: “Groupon” advertisement, Local “Groupon” 5 companies 8 19 Attendants analysis companies 0 19 1. App design and development 1. Bid ranking for events 2. Server/Web Hosting 2. Sponsor recommendation 3. Marketing 3. Subscription for local businesses 29 87
1. Promotion Events Hosts: 2. App Development Cost reduction, Events Hosts: post- 1. Renren.com event feedback and 3. Marketing increased reach, China’s Market 2. Campus Map social connection 4. Early adopter sponsor matching providers Users: acquisition Event sponsors: Post- 3. Companies with Events Goers: 1. Events goers 5. Building overseas event feedback established 37 Event info aggregation, 0 2. Events Hosts network with Chinese networking Social influence, student body Customers: 68 overseas exposure, 4. Local “Groupon” 1. Student bodies inter-college, celebrity 111 1. Local small Distribution + user companies connection events medium acquisition: 5. Overseas colleges 2. User base in renren businesses Local Businesses: Renren.com 3. Sponsor base in 2. Events Hosts “Groupon” Corps Exposure to students Sponsor acquisition: 4. Overseas connection by web advertisement, Local “Groupon” 5 41 Attendants analysis 19 companies 0 19 1. App design and development 1. Bid ranking for events 2. Server/Web Hosting 2. Sponsor recommendation 3. Marketing 3. Subscription for local businesses 62 87
1. Promotion Events Hosts: 2. App Development Cost reduction, Events Hosts: post- 1. Renren.com event feedback and 3. Marketing increased reach, China’s Market 2. Campus Map social connection 4. Early adopter sponsor matching providers Users: acquisition Event sponsors: Post- 3. Companies with Events Goers: 1. Events goers 5. Building overseas event feedback established Event info aggregation, 2. Events Hosts network with Chinese networking Social influence, student body overseas exposure, Customers: 4. Local “Groupon” 1. Student bodies inter-college, celebrity 1. Local small Distribution + user companies connection events medium acquisition: 5. Overseas colleges 2. User base in renren businesses Local Businesses: Renren.com 3. Sponsor base in 2. Events Hosts “Groupon” Corps Exposure to students Sponsor acquisition: 4. Overseas connection by web advertisement, Local “Groupon” Attendants analysis companies 1. App design and development 1. Bid ranking for events 2. Server/Web Hosting 2. Sponsor recommendation 3. Marketing 3. Subscription for local businesses
Event Hosts: Users: 1. Customer 1. Improve scheduling 1. Automated Service Major SNS: Development China’s Market 2. Time reduction 1. Renren.com 2. Product 3. Multi-platform Restaurants/Retail Users: 2. Weibo Development broadcast Shops: Individual event 3. QQgroups 3. Marketing 0 4. Recommendations 1. Automated Service 0 hosts 4. Fetion SMS for event related resources Customer: F&B/Retail/Entert F&B/Retail/Entertain Major SNS: ainment Shops 1. Developer ment Shops: 1. Renren.com 2. Large user base 1. Targeted 2. Weibo on all major SNS advertisement to 3. QQgroups events that will 4. Fetion SMS 0 0 0 0 68 happen 1. App design and development Targeted Advertisements: 2. Server/Web Hosting Monthly subscription packages for 3. Marketing cost advertisement on our site. 0 19
Event Hosts: Users: 1. Customer 1. Improve scheduling 1. Automated Service Major SNS: Development China’s Market 2. Time reduction 1. Renren.com 2. Product 3. Multi-platform Restaurants/Retail Users: 2. Weibo Development broadcast Shops: Individual event 3. QQgroups 3. Marketing 0 4. Recommendations 1. Automated Service 0 hosts 4. Fetion SMS for event related resources Customer: F&B/Retail/Entert F&B/Retail/Entertain Major SNS: ainment Shops 1. Developer ment Shops: 1. Renren.com 2. Large user base 1. Targeted 2. Weibo on all major SNS advertisement to 3. QQgroups events that will 4. Fetion SMS 0 0 19 19 0 87 19 happen 1. App design and development Targeted Advertisements: 2. Server/Web Hosting Monthly subscription packages for 3. Marketing cost advertisement on our site. 0 19
1. Promotion Events Hosts: 2. App Development Cost Events Hosts: post- 1. Renren.com event feedback and 3. Marketing reduction, increased China’s Market 2. Campus Map social connection 4. Early adopter reach, sponsor providers Users: acquisition matching Event sponsors: Post- 3. Companies with 1. Events goers 5. Building overseas event feedback established Events Goers: 2. Events Hosts network with Chinese networking Event info student body aggregation, Social Customers: 4. Local “Groupon” 1. Student bodies influence, overseas 1. Local small Distribution + user companies connection exposure, inter- medium acquisition: 5. Overseas colleges 2. User base in renren college, celebrity businesses Renren.com 3. Sponsor base in events 2. Events Hosts “Groupon” Corps Sponsor acquisition: 4. Overseas connection Local Businesses: Local “Groupon” Exposure to students companies by web advertisement, Attend 1. App design and development ants analysis 1. Bid ranking for events 2. Server/Web Hosting 2. Sponsor recommendation 3. Marketing 3. Subscription for local businesses
Users: Users: 1. Make decision based on 1. Automated Service Users : 1. Renren.com 1. Customer Development wisdom of the crowd China college students 2. College administration 2. Product Development 2. Student 3. Marketing Local Businesses: discounts/offers/deals 1. Personal service Customers : 3. Have fun Local businesses 0 Local Businesses: 0 1. Exposure to students 2. Traffic redirect 1. Large college student 3. Obtain customer Distribution/User user base in renren.com feedback acquisition channel: 2. Content from college 1. Renren.com administration 3. Details of local Content channel: businesses around 1. BBS campus 2. College students 0 4. 0 Connections to popular 0 3. School Administration 0 0 people in colleges 4. Business review sites Sponsored Search: 1. App design and development Local business pay for traffic on cost-per-click (CPC) model 2. Server/Web Hosting Advertisements: 3. Marketing cost Monthly subscription packages for advertisement on our site. 0 Offers/Deals: 0 4. Content acquisition cost Take a percentage cut of offers and deals placed on our site.
Users: Users: 1. Make decision based on 1. Automated Service Users : 1. Renren.com 1. Customer Development wisdom of the crowd China college students 2. College administration 2. Product Development 2. Student 3. Marketing Local Businesses: discounts/offers/deals 1. Personal service Customers : 3. Have fun Local businesses 0 Local Businesses: 0 1. Exposure to students 2. Traffic redirect 1. Large college student 3. Obtain customer Distribution/User user base in renren.com feedback acquisition channel: 2. Content from college 1. Renren.com administration 3. Details of local Content channel: businesses around 1. BBS campus 2. College students 0 4. 0 Connections to popular 16 3. School Administration 0 16 people in colleges 4. Business review sites Sponsored Search: 1. App design and development Local business pay for traffic on cost-per-click (CPC) model 2. Server/Web Hosting Advertisements: 3. Marketing cost Monthly subscription packages for advertisement on our site. 0 Offers/Deals: 0 4. Content acquisition cost Take a percentage cut of offers and deals placed on our site.

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Ziilion E245 final presentation

  • 1.
    Idea: A renrenapp that facilities event meeting in China colleges User size: 20 million college students in China Serviceable Addressable Market: US$ 100 million Customer Interviewed: 154 Online Surveyed: 48
  • 2.
    Yiye Jin Junhao Jiang EE MS (candidate) EE MS (candidate) UI & UX design System Architecture Lu Li MS&E MS (candidate) Server-side development Yinan Na Anthony Chow CS MS (candidate) MS&E MS (candidate) Client-side development Marketing & Analysis
  • 3.
    Canvas #1: Arenren app that facilities event meeting in China’ colleges Test: Event Goer and Host Value Proposition Test: Sponsors Value Proposition Key Activities: Product Development, Marketing, Risk Mitigation Test: Increase value for Event Goers Pivot Canvas #2: A website that facilitates events organization in China Test: Event Host Value Proposition Pivot Canvas #3: A renren app that ranks and reviews all aspects of China college campus life Test: User Value Proposition
  • 4.
    Event Host Event Goer Name: An Qi Huang Name: Yu Zhou Wang • Junior at Wuhan University, major in • Junior at Shanghai Jiaotong University, Economics majoring in EE • Loves music and psychology • Interested in a variety of sports, street • Student leader of Yoga Club dancing, music and comics • Organizes weekly yoga sessions • Actively finds events on renren.com, BBS • Wants to attract many event attendants and through word of mouth
  • 5.
    $200 initial user acquisition/school 5% commission $100 per year
  • 7.
    Events Hosts: Events Hosts: post- 1. Promotion event feedback and Cost reduction, 2. App Development China’s Market increased reach, social connection 1. Renren.com 3. Marketing 2. Campus Map sponsor matching Event sponsors: Post- Users: 4. Early adopter providers event feedback 1. Events goers acquisition 0 Events Goers: 0 3. Companies with 2. Events Hosts Event info established aggregation, Social Customers: network with influence 1. Local small student body 1. Student bodies Distribution + user businesses 4. Local “Groupon” connection Local Businesses: acquisition: 2. Events Hosts companies 2. User base in renren Exposure to students Renren.com 3. Sponsor base in through web Sponsor acquisition: “Groupon” advertisement, Local “Groupon” 0 companies 0 0 Attendants analysis companies 0 0 1. App design and development 1. Bid ranking for events 2. Server/Web Hosting 2. Sponsor recommendation 3. Marketing 3. Subscription for local businesses 0 0
  • 8.
    Events Hosts: Events Hosts: post- 1. Promotion event feedback and Cost reduction, 2. App Development China’s Market increased reach, social connection 1. Renren.com 3. Marketing 2. Campus Map sponsor matching Event sponsors: Post- Users: 4. Early adopter providers event feedback 1. Events goers acquisition 0 Events Goers: 0 3. Companies with 2. Events Hosts Event info established aggregation, Social Customers: network with influence 1. Local small student body 1. Student bodies Distribution + user businesses 4. Local “Groupon” connection Local Businesses: acquisition: 2. Events Hosts companies 2. User base in renren Exposure to students Renren.com 3. Sponsor base in through web Sponsor acquisition: “Groupon” advertisement, Local “Groupon” 0 0 0 Attendants analysis 0 0 Test: Value Proposition for Event goers/hosts companies companies 1. App design and development 1. Bid ranking for events 2. Server/Web Hosting 2. Sponsor recommendation 3. Marketing 3. Subscription for local businesses 0 0
  • 11.
    Events Hosts: Events Hosts: post- 1. Promotion event feedback and Cost reduction, 2. App Development China’s Market increased reach, social connection 1. Renren.com 3. Marketing 2. Campus Map sponsor matching Event sponsors: Post- Users: 4. Early adopter providers event feedback 1. Events goers acquisition 0 Events Goers: 0 3. Companies with 2. Events Hosts 68 Event info established aggregation, Social Customers: network with influence 68 1. Local small student body 1. Student bodies Distribution + user businesses 4. Local “Groupon” connection Local Businesses: acquisition: 2. Events Hosts companies 2. User base in renren Exposure to students Renren.com 3. Sponsor base in through web Sponsor acquisition: “Groupon” advertisement, Local “Groupon” 0 companies 0 0 Attendants analysis 0 0 companies Test: Value Proposition for local businesses 1. App design and development 1. Bid ranking for events 2. Server/Web Hosting 2. Sponsor recommendation 3. Marketing 3. Subscription for local businesses 0 0
  • 14.
    Events Hosts: Events Hosts: post- 1. Promotion event feedback and Cost reduction, 2. App Development China’s Market increased reach, social connection 1. Renren.com 3. Marketing 2. Campus Map sponsor matching Event sponsors: Post- Users: 4. Early adopter providers event feedback 1. Events goers acquisition 0 Events Goers: 0 3. Companies with 2. Events Hosts 68 Event info established aggregation, Social Customers: network with influence 68 1. Local small student body 1. Student bodies Distribution + user medium 4. Local “Groupon” connection Local Businesses: acquisition: businesses companies 2. User base in renren Exposure to students Renren.com 2. Events Hosts 3. Sponsor base in through web Sponsor acquisition: “Groupon” advertisement, Local “Groupon” 0 0 19 Attendants analysis 0 19 companies companies Key Activities 1. App design and development 1. Bid ranking for events 2. Server/Web Hosting 2. Sponsor recommendation 3. Marketing 3. Subscription for local businesses 0 87
  • 17.
    Events Hosts: Events Hosts: post- 1. Promotion event feedback and Cost reduction, 2. App Development China’s Market increased reach, social connection 1. Renren.com 3. Marketing 2. Campus Map sponsor matching Event sponsors: Post- Users: 4. Early adopter providers event feedback 1. Events goers acquisition 37 Events Goers: 0 3. Companies with 2. Events Hosts Event info established aggregation, Social Customers: 68 network with influence 68 1. Local small student body 1. Student bodies Distribution + user medium 4. Local “Groupon” connection Local Businesses: acquisition: businesses companies 2. User base in renren Exposure to students Renren.com 2. Events Hosts 3. Sponsor base in through web Sponsor acquisition: “Groupon” advertisement, Local “Groupon” 5 Aggressive Marketing companies 8 19 Attendants analysis companies 0 19 1. App design and development 1. Bid ranking for events 2. Server/Web Hosting 2. Sponsor recommendation 3. Marketing 3. Subscription for local businesses 29 87
  • 20.
    1. Promotion Events Hosts: 2. App Development Cost reduction, Events Hosts: post- 1. Renren.com event feedback and 3. Marketing increased reach, China’s Market 2. Campus Map social connection 4. Early adopter sponsor matching providers Users: acquisition Event sponsors: Post- 3. Companies with Events Goers: 1. Events goers 5. Building overseas event feedback established 37 Event info aggregation, 0 2. Events Hosts network with Chinese networking Social influence, student body Customers: 68 overseas exposure, 4. Local “Groupon” 1. Student bodies inter-college, celebrity 111 1. Local small Distribution + user companies connection events medium acquisition: 5. Overseas colleges 2. User base in renren businesses Local Businesses: Renren.com 3. Sponsor base in 2. Events Hosts “Groupon” Corps Exposure to students Sponsor acquisition: 4. Overseas connection by web advertisement, Local “Groupon” 5 41 Attendants analysis 19 companies 0 19 Test: Increase value proposition for event goers design and development 1. App 1. Bid ranking for events 2. Server/Web Hosting 2. Sponsor recommendation 3. Marketing 3. Subscription for local businesses 62 87
  • 24.
    1. Promotion Events Hosts: 2. App Development Cost Events Hosts: post- 1. Renren.com event feedback and 3. Marketing reduction, increased China’s Market 2. Campus Map social connection 4. Early adopter reach, sponsor providers Users: acquisition matching Event sponsors: Post- 3. Companies with 1. Events goers 5. Building overseas event feedback established Events Goers: 2. Events Hosts network with Chinese networking Event info student body aggregation, Social Customers: 4. Local “Groupon” 1. Student bodies influence, overseas 1. Local small Distribution + user companies connection exposure, inter- medium acquisition: 5. Overseas colleges 2. User base in renren college, celebrity businesses Renren.com 3. Sponsor base in events 2. Events Hosts “Groupon” Corps Sponsor acquisition: 4. Overseas connection Local Businesses: Local “Groupon” Exposure to students companies by web advertisement, Attend 1. App design and development ants analysis 1. Bid ranking for events 2. Server/Web Hosting 2. Sponsor recommendation 3. Marketing 3. Subscription for local businesses
  • 25.
    Event Hosts: Users: 1. Customer 1. Improve scheduling 1. Automated Service Major SNS: Development China’s Market 2. Time reduction 1. Renren.com 2. Product 3. Multi-platform Restaurants/Retail Users: 2. Weibo Development broadcast Shops: Individual event 3. QQgroups 3. Marketing 0 4. Recommendations 1. Automated Service 0 hosts 4. Fetion SMS for event related resources Customer: F&B/Retail/Entert F&B/Retail/Entertain Major SNS: ainment Shops 1. Developer ment Shops: 1. Renren.com 2. Large user base 1. Targeted 2. Weibo on all major SNS advertisement to 3. QQgroups events that will 4. Fetion SMS 0 0 0 0 68 happen 1. App design and development Targeted Advertisements: 2. Server/Web Hosting Monthly subscription packages for 3. Marketing cost advertisement on our site. 0 19
  • 26.
    Event Hosts: Users: 1. Customer 1. Improve scheduling 1. Automated Service Major SNS: Development China’s Market 2. Time reduction 1. Renren.com 2. Product 3. Multi-platform Restaurants/Retail Users: 2. Weibo Development broadcast Shops: Individual event 3. QQgroups 3. Marketing 0 4. Recommendations 1. Automated Service 0 hosts 4. Fetion SMS for event related resources Customer: F&B/Retail/Entert F&B/Retail/Entertain Major SNS: ainment Shops 1. Developer ment Shops: 1. Renren.com 2. Large user base 1. Targeted 2. Weibo on all major SNS advertisement to 3. QQgroups events that will 4. Fetion SMS 0 0 0 0 68 happen Test: Value Proposition for Event Hosts 1. App design and development Targeted Advertisements: 2. Server/Web Hosting Monthly subscription packages for 3. Marketing cost advertisement on our site. 0 19
  • 28.
    Insight: Students havedifferent focus during different stage of their college life. Freshmen: Sophomore: Junior: Senior: Uncertain about new Care more about Worry about next Settled for next steps environment, want to know campus events and steps ( jobs, graduate in life and wants to more about courses to take social life school, going abroad) enjoy the rest of and which professors are and means to get college life (party good them places, restaurants, an d other fun places)
  • 29.
    Idea: A websitethat allows college student to benefit from the wisdom of the crowd in making decisions that will impact their lives socially and academically, and make their campus life more colorful. Product … Campus Retail Jobs/Interns Courses Food Events Shops hips
  • 30.
    1. Promotion Events Hosts: 2. App Development Cost Events Hosts: post- 1. Renren.com event feedback and 3. Marketing reduction, increased China’s Market 2. Campus Map social connection 4. Early adopter reach, sponsor providers Users: acquisition matching Event sponsors: Post- 3. Companies with 1. Events goers 5. Building overseas event feedback established Events Goers: 2. Events Hosts network with Chinese networking Event info student body aggregation, Social Customers: 4. Local “Groupon” 1. Student bodies influence, overseas 1. Local small Distribution + user companies connection exposure, inter- medium acquisition: 5. Overseas colleges 2. User base in renren college, celebrity businesses Renren.com 3. Sponsor base in events 2. Events Hosts “Groupon” Corps Sponsor acquisition: 4. Overseas connection Local Businesses: Local “Groupon” Exposure to students companies by web advertisement, Attend 1. App design and development ants analysis 1. Bid ranking for events 2. Server/Web Hosting 2. Sponsor recommendation 3. Marketing 3. Subscription for local businesses
  • 31.
    Users: Users: 1. Make decision based on 1. Automated Service Users : 1. Renren.com 1. Customer Development wisdom of the crowd China college students 2. College administration 2. Product Development 2. Student 3. Marketing Local Businesses: discounts/offers/deals 1. Personal service Customers : 3. Have fun Local businesses 0 Local Businesses: 0 1. Exposure to students 2. Traffic redirect 1. Large college student 3. Obtain customer Distribution/User user base in renren.com feedback acquisition channel: 2. Content from college 1. Renren.com administration 3. Details of local Content channel: businesses around 1. BBS campus 2. College students 0 4. 0 Connections to popular 0 3. School Administration 0 0 people in colleges 4. Business review sites Sponsored Search: 1. App design and development Local business pay for traffic on cost-per-click (CPC) model 2. Server/Web Hosting Advertisements: 3. Marketing cost Monthly subscription packages for advertisement on our site. 0 Offers/Deals: 0 4. Content acquisition cost Take a percentage cut of offers and deals placed on our site.
  • 32.
    Users: Users: 1. Make decision based on 1. Automated Service Users : 1. Renren.com 1. Customer Development wisdom of the crowd China college students 2. College administration 2. Product Development 2. Student 3. Marketing Local Businesses: discounts/offers/deals 1. Personal service Customers : 3. Have fun Local businesses 0 Local Businesses: 0 1. Exposure to students 2. Traffic redirect 1. Large college student 3. Obtain customer Distribution/User user base in renren.com feedback acquisition channel: 2. Content from college 1. Renren.com administration 3. Details of local Content channel: businesses around 1. BBS campus 2. College students 0 4. 0 Connections to popular 0 3. School Administration 0 0 Test: Value Proposition for College people in colleges 4. Business review sites 1. Students App design and development Sponsored Search: Local business pay for traffic on cost-per-click (CPC) model 2. Server/Web Hosting Advertisements: 3. Marketing cost Monthly subscription packages for advertisement on our site. 0 Offer/Deals: 0 4. Content acquisition cost Take a percentage cut of offers and deals placed on our site.
  • 37.
    Events Hosts: Events Hosts: post- 1. Promotion event feedback and Cost 2. App Development China’s Market reduction, increased social connection 1. Renren.com 3. Marketing 2. Campus Map reach, sponsor Event sponsors: Post- Users: 4. Early adopter providers matching event feedback 1. Events goers acquisition 0 0 3. Companies with 2. Events Hosts Events Goers: established Event info Customers: network with aggregation, Social 1. Local small student body 1. Student bodies influence Distribution + user businesses 4. Local “Groupon” connection acquisition: 2. Events Hosts companies 2. User base in renren Local Businesses: Renren.com 3. Sponsor base in Exposure to students Sponsor acquisition: “Groupon” through web Local “Groupon” 0 companies 0 0 advertisement, Atten companies 0 0 dants analysis 1. App design and development 1. Bid ranking for events 2. Server/Web Hosting 2. Sponsor recommendation 3. Marketing 3. Subscription for local businesses 0 0
  • 38.
    Events Hosts: Events Hosts: post- 1. Promotion event feedback and Cost 2. App Development China’s Market reduction, increased social connection 1. Renren.com 3. Marketing 2. Campus Map reach, sponsor Event sponsors: Post- Users: 4. Early adopter providers matching event feedback 1. Events goers acquisition 0 0 3. Companies with 2. Events Hosts 68 Events Goers: established Event info Customers: network with aggregation, Social68 1. Local small student body 1. Student bodies influence Distribution + user businesses 4. Local “Groupon” connection acquisition: 2. Events Hosts companies 2. User base in renren Local Businesses: Renren.com 3. Sponsor base in Exposure to students Sponsor acquisition: “Groupon” through web Local “Groupon” 0 companies 0 0 advertisement, Atten 0 0 companies dants analysis 1. App design and development 1. Bid ranking for events 2. Server/Web Hosting 2. Sponsor recommendation 3. Marketing 3. Subscription for local businesses 0 0
  • 39.
    Events Hosts: Events Hosts: post- 1. Promotion event feedback and Cost reduction, 2. App Development China’s Market increased reach, social connection 1. Renren.com 3. Marketing 2. Campus Map sponsor matching Event sponsors: Post- Users: 4. Early adopter providers event feedback 1. Events goers acquisition 0 Events Goers: 0 3. Companies with 2. Events Hosts 68 Event info established aggregation, Social Customers: network with influence 68 1. Local small student body 1. Student bodies Distribution + user medium 4. Local “Groupon” connection Local Businesses: acquisition: businesses companies 2. User base in renren Exposure to students Renren.com 2. Events Hosts 3. Sponsor base in through web Sponsor acquisition: “Groupon” advertisement, Local “Groupon” 0 0 19 Attendants analysis 0 19 companies companies 1. App design and development 1. Bid ranking for events 2. Server/Web Hosting 2. Sponsor recommendation 3. Marketing 3. Subscription for local businesses 0 87
  • 40.
    Events Hosts: Events Hosts: post- 1. Promotion event feedback and Cost reduction, 2. App Development China’s Market increased reach, social connection 1. Renren.com 3. Marketing 2. Campus Map sponsor matching Event sponsors: Post- Users: 4. Early adopter providers event feedback 1. Events goers acquisition 37 Events Goers: 0 3. Companies with 2. Events Hosts Event info established aggregation, Social Customers: 68 network with influence 68 1. Local small student body 1. Student bodies Distribution + user medium 4. Local “Groupon” connection Local Businesses: acquisition: businesses companies 2. User base in renren Exposure to students Renren.com 2. Events Hosts 3. Sponsor base in through web Sponsor acquisition: “Groupon” advertisement, Local “Groupon” 5 companies 8 19 Attendants analysis companies 0 19 1. App design and development 1. Bid ranking for events 2. Server/Web Hosting 2. Sponsor recommendation 3. Marketing 3. Subscription for local businesses 29 87
  • 41.
    1. Promotion Events Hosts: 2. App Development Cost reduction, Events Hosts: post- 1. Renren.com event feedback and 3. Marketing increased reach, China’s Market 2. Campus Map social connection 4. Early adopter sponsor matching providers Users: acquisition Event sponsors: Post- 3. Companies with Events Goers: 1. Events goers 5. Building overseas event feedback established 37 Event info aggregation, 0 2. Events Hosts network with Chinese networking Social influence, student body Customers: 68 overseas exposure, 4. Local “Groupon” 1. Student bodies inter-college, celebrity 111 1. Local small Distribution + user companies connection events medium acquisition: 5. Overseas colleges 2. User base in renren businesses Local Businesses: Renren.com 3. Sponsor base in 2. Events Hosts “Groupon” Corps Exposure to students Sponsor acquisition: 4. Overseas connection by web advertisement, Local “Groupon” 5 41 Attendants analysis 19 companies 0 19 1. App design and development 1. Bid ranking for events 2. Server/Web Hosting 2. Sponsor recommendation 3. Marketing 3. Subscription for local businesses 62 87
  • 42.
    1. Promotion Events Hosts: 2. App Development Cost reduction, Events Hosts: post- 1. Renren.com event feedback and 3. Marketing increased reach, China’s Market 2. Campus Map social connection 4. Early adopter sponsor matching providers Users: acquisition Event sponsors: Post- 3. Companies with Events Goers: 1. Events goers 5. Building overseas event feedback established Event info aggregation, 2. Events Hosts network with Chinese networking Social influence, student body overseas exposure, Customers: 4. Local “Groupon” 1. Student bodies inter-college, celebrity 1. Local small Distribution + user companies connection events medium acquisition: 5. Overseas colleges 2. User base in renren businesses Local Businesses: Renren.com 3. Sponsor base in 2. Events Hosts “Groupon” Corps Exposure to students Sponsor acquisition: 4. Overseas connection by web advertisement, Local “Groupon” Attendants analysis companies 1. App design and development 1. Bid ranking for events 2. Server/Web Hosting 2. Sponsor recommendation 3. Marketing 3. Subscription for local businesses
  • 43.
    Event Hosts: Users: 1. Customer 1. Improve scheduling 1. Automated Service Major SNS: Development China’s Market 2. Time reduction 1. Renren.com 2. Product 3. Multi-platform Restaurants/Retail Users: 2. Weibo Development broadcast Shops: Individual event 3. QQgroups 3. Marketing 0 4. Recommendations 1. Automated Service 0 hosts 4. Fetion SMS for event related resources Customer: F&B/Retail/Entert F&B/Retail/Entertain Major SNS: ainment Shops 1. Developer ment Shops: 1. Renren.com 2. Large user base 1. Targeted 2. Weibo on all major SNS advertisement to 3. QQgroups events that will 4. Fetion SMS 0 0 0 0 68 happen 1. App design and development Targeted Advertisements: 2. Server/Web Hosting Monthly subscription packages for 3. Marketing cost advertisement on our site. 0 19
  • 44.
    Event Hosts: Users: 1. Customer 1. Improve scheduling 1. Automated Service Major SNS: Development China’s Market 2. Time reduction 1. Renren.com 2. Product 3. Multi-platform Restaurants/Retail Users: 2. Weibo Development broadcast Shops: Individual event 3. QQgroups 3. Marketing 0 4. Recommendations 1. Automated Service 0 hosts 4. Fetion SMS for event related resources Customer: F&B/Retail/Entert F&B/Retail/Entertain Major SNS: ainment Shops 1. Developer ment Shops: 1. Renren.com 2. Large user base 1. Targeted 2. Weibo on all major SNS advertisement to 3. QQgroups events that will 4. Fetion SMS 0 0 19 19 0 87 19 happen 1. App design and development Targeted Advertisements: 2. Server/Web Hosting Monthly subscription packages for 3. Marketing cost advertisement on our site. 0 19
  • 45.
    1. Promotion Events Hosts: 2. App Development Cost Events Hosts: post- 1. Renren.com event feedback and 3. Marketing reduction, increased China’s Market 2. Campus Map social connection 4. Early adopter reach, sponsor providers Users: acquisition matching Event sponsors: Post- 3. Companies with 1. Events goers 5. Building overseas event feedback established Events Goers: 2. Events Hosts network with Chinese networking Event info student body aggregation, Social Customers: 4. Local “Groupon” 1. Student bodies influence, overseas 1. Local small Distribution + user companies connection exposure, inter- medium acquisition: 5. Overseas colleges 2. User base in renren college, celebrity businesses Renren.com 3. Sponsor base in events 2. Events Hosts “Groupon” Corps Sponsor acquisition: 4. Overseas connection Local Businesses: Local “Groupon” Exposure to students companies by web advertisement, Attend 1. App design and development ants analysis 1. Bid ranking for events 2. Server/Web Hosting 2. Sponsor recommendation 3. Marketing 3. Subscription for local businesses
  • 46.
    Users: Users: 1. Make decision based on 1. Automated Service Users : 1. Renren.com 1. Customer Development wisdom of the crowd China college students 2. College administration 2. Product Development 2. Student 3. Marketing Local Businesses: discounts/offers/deals 1. Personal service Customers : 3. Have fun Local businesses 0 Local Businesses: 0 1. Exposure to students 2. Traffic redirect 1. Large college student 3. Obtain customer Distribution/User user base in renren.com feedback acquisition channel: 2. Content from college 1. Renren.com administration 3. Details of local Content channel: businesses around 1. BBS campus 2. College students 0 4. 0 Connections to popular 0 3. School Administration 0 0 people in colleges 4. Business review sites Sponsored Search: 1. App design and development Local business pay for traffic on cost-per-click (CPC) model 2. Server/Web Hosting Advertisements: 3. Marketing cost Monthly subscription packages for advertisement on our site. 0 Offers/Deals: 0 4. Content acquisition cost Take a percentage cut of offers and deals placed on our site.
  • 47.
    Users: Users: 1. Make decision based on 1. Automated Service Users : 1. Renren.com 1. Customer Development wisdom of the crowd China college students 2. College administration 2. Product Development 2. Student 3. Marketing Local Businesses: discounts/offers/deals 1. Personal service Customers : 3. Have fun Local businesses 0 Local Businesses: 0 1. Exposure to students 2. Traffic redirect 1. Large college student 3. Obtain customer Distribution/User user base in renren.com feedback acquisition channel: 2. Content from college 1. Renren.com administration 3. Details of local Content channel: businesses around 1. BBS campus 2. College students 0 4. 0 Connections to popular 16 3. School Administration 0 16 people in colleges 4. Business review sites Sponsored Search: 1. App design and development Local business pay for traffic on cost-per-click (CPC) model 2. Server/Web Hosting Advertisements: 3. Marketing cost Monthly subscription packages for advertisement on our site. 0 Offers/Deals: 0 4. Content acquisition cost Take a percentage cut of offers and deals placed on our site.

Editor's Notes