Startup Lab - Panteio

1. STARTUP LAB
Professor: Betty Tsakarestou
Instructor: Domnika Skreta
Team: The Marvels
Rebecca Bacharnikou,
Maria Kakoliri ,
Maria Eleni Nicolaou
Dimitris Troupos
ΠΑΝΤΕΙΟ ΠΑΝΕΠΙΣΤΗΜΙΟ
ΤΜΗΜΑ ΕΠΙΚΟΙΝΩΝΙΑΣ, ΜΕΣΩΝ ΚΑΙ ΠΟΛΙΤΙΣΜΟΥ

2. FaveFest is an innovative music startup, that gives artists the
opportunity to promote their work. At the same time, music
fans can discover new songs and vote their favorite artists via
their smartphones.
FaveFest Startup

3. Petros
25y.o. Athens, musician
“I’ve always wanted to be a musician and
share my music with the world. I love
writing songs and expressing myself
through them. I would really like to find a
way to introduce my music to more
people and to be seen”.
#keyword
•Hardworking
•Determined
•Ambitious
Frustrations
•He is afraid of failure.
•He worries that there are not
many job opportunities.
Goals
•To inspire with his
music.
•To be well known.
•To be able to be a full
time artist.
Artist Persona

4. Anna
23y.o. Athens, student
“I always like to find new music and
new artists. I believe new artists should
have a voice and be heard by the people
who are always looking for something
new and something exciting. Music
really gives me life.
Interests
•Music
•Dance
•Going to
concerts
Difficulties
•It’s not always easy to find
new music.
•Most of the times the tickets in
concerts are way too
expensive.
Hopes
•To meet new
artists.
•To belong in a
music community
and attend many
concerts.
Audience Persona

5. “Researchers have uncovered evidence that
suggests our brains bind us to the music we
heard as teenagers more tightly than anything
we’ll hear as adults — a connection that
doesn’t weaken as we age,”
Millennial Music Discovery Research
by Libby Koerbel
❑ Millennials use an average of 4.6
music discovery sources each
month
❑ Millennials use 4.4 music
platforms each month.
Secondary Research

6. • People hit musical paralysis when
they become 30,5 years old.
• 60% says they feel stuck in a musical
rut
• 26% says they wouldn’t try music
from outside their favorite genres
• Respondents report that they don’t
seek to discover new music because
of
• the mass of choice available (19%)
• having a demanding job (16%)
• caring for young children (11%)
“Musical paralysis describes the point when
people stop discovering new music, and
start listening to the same tracks and
genres over and over again.”
Deezer Survey Findings
47% says they
wish they could
spend more time
discovering new
music.
75% of Twenty-
somethings listen
to 10 or more new
tracks per week.
• Appetite for music
discovery peaks when
people hit their mid-
twenties.
• 64% of twenty-
somethings seek out at
least five new artists
per month.

7. The Infinite Dial Survey Findings 1/2
Sample:2.000
Americans
Importance of Keeping Up-to-
Date with Music

8. The Infinite Dial Survey Findings 2/2
Source Used Most Often for
Keeping Up-to-Date with
Music (Age12-24)
Sources Used for Keeping Up-
to-Date with Music (Age12-
24)

9. Direct Competition (Greece)
During our research we didn’t come across any other music festival for new
artists.
The only project that resembles remotely our idea is a festival named “12 κουπέ”.
However, it is not specialized in music. It features photographers, painters,
dancers and its main focus is on actors.
The “Schoolwave Festival” is also worth mentioning. It features exclusively
student bands.
In both festivals, artists are chosen by a judging committee, not fans.
Indirect Competition
Indirect Competition includes all the the other channels that people use to
discover new music, especially Spotify. However, Youtube and other social media
are also channels that our team is going to utilize for the promotion of our idea.
Competition

10. EASE OF
PROMOTI
ON
We have conducted a quantitative research through online
questionnaires.
Number of Participants:8
Half of the respondents think that promoting their work to the public
is at least somewhat difficult. Only one respondent thinks it is easy,
while no one claims it is very easy.
Artists’ Questionnaire

11. PROMOTI
ON MEDIA
All the respondents use social media. The second most
popular medium of promotion is YouTube, which is used by
the vast majority.
Artists’ Questionnaire

12. SATISFACT
ION OF
EXISTING
MEDIA
Half of the respondents report neutral satisfaction towards
existing media of promotion.
Artists’ Questionnaire

13. SEARCH
FOR NEW
MEDIA
3 out of 4 artists are looking intensively for additional ways to
promote their work.
Artists’ Questionnaire

14. INTEREST
FOR A NEW
PLATFORM
We asked them if they would be interested in a platform
where they could upload their content to be available to the
public.
All of the respondents say they would be interested, while
half of them report they would be very interested.
Artists’ Questionnaire

15. PAYMENT
WILLINGN
ESS
The majority would be willing to invest some money to create
a profile on this platform (5-30 euro).
Artists’ Questionnaire

16. ADVISORY
SERVICE
All of the respondent say that an advisory service for profile
creation would be helpful.
Artists’ Questionnaire

17. FESTIVAL
Almost everyone is interested in participating in a festival of
new artists.
Artists’ Questionnaire

18. AUDIENCE
VOTING
The vast majority likes the possibility of the festival
participants being determined by the audience through
voting.
Artists’ Questionnaire

19. DEMOGR
APHICS
We have conducted a quantitative research through online
questionnaires.
Number of Participants:22
Ages:18-35 years old
Audience Questionaire

20. INTEREST
IN NEW
MUSIC
We knew that many people are interested in discovering new
music. However, we had to find how many they actually are.
An absolute positive was totally unexpected!
Audience Questionnaire

21. SOURCES
OF NEW
MUSIC
Almost all the participants rely on YouTube/Spotify suggestions
to keep in touch with current music. Radio/TV is the second most
popular source.
Audience Questionnaire

22. INTENTION
OF FINDING
NEW TRACKS
The 45,5% that answered they search for new music on
purpose, is actually our main target group.
Audience Questionnaire

23. DIFFICULTI
ES
Only 1 out of 4 respondents thinks that finding new tracks is
easy.
Audience Questionnaire

24. APPLICATI
ON
The vast majority of the respondents would be interested in an
application that suggests tracks of new artists according to users’
preferences.
Audience Questionnaire

25. FESTIVAL
The majority of the respondents say they would be interested in a
festival that features new artists.
Audience Questionnaire

26. PRICE
WILLING
TO PAY
Half of the respondents would be willing to pay between 10
and 15 euros for the ticket to the festival.
The respondent that said they would pay 1.000 euros
probably meant 100€.
Audience Questionnaire

27. FESTIVAL
FANS
All the respondents go to festivals at least once a year. 1 out
4 respondents are “heavy users”.
Audience Questionnaire

28. Customer Journey Map (Artist)
STAGES AWARENESS INVESTIGATI
ON
ACQUISITION LOYALTY COMPLETION
DOING play,write,sing
music
looking for a
way to promote
their music
start using our
platform
keep uploading
their music on
our platform
keep making
music for their
fans
THINKING to be known
and earn
money from
their music
technology
might be
helpful
this platform
might help
them with their
goals
that this
platform will
help them grow
and improve
that this
platform helped
them with their
dreams
Positive
FEELINGS
Negative
ambitious
afraid of failure
determined
anxious
excited
anxious
secure
frustrated
thankful
anxious for the
future
CUSTOMER
EXPERIENCE
happy they are
creative
determined to
reach their goal
excited about
this music
platform
they feel safe
about their
music
thankful they
reached their
goal
OPPORTUNITI
ES
to perform live
in a big stage
to have their
own artist
profile
to become
known
to keep on
performing on
the FaveFest
their own fan
club and more
jobs
POSSIBLE
OUTCOMES
to become
famous
to be chosen to
perform live
have their own
fan club
start having
more job
opportunities
make a
contract with a
music agency

29. Customer Journey Map (Audience)
STAGES AWARENESS INVESTIGATIO
N
ACQUISITION LOYALTY COMPLETION
DOING search for new
music and new
artists
looking for
platforms with
new unknown
artists
register in our
platform to find
new music
keep voting
every year at
the FaveFest
learning new
music all the
time
THINKING it is not that
easy to find
new artists
it is difficult to
find them and
their music
it is nice they
can find that
easily new
artists
it is nice to
keep on
discovering
new talents all
the time
they keep on
growing their
music
knowledge
Positive
FEELINGS
Negatives
hopeful
insecure
hopeful
tired
excited
abstainer
secure
not impressed
fulfilled
not surprised
CUSTOMER
EXPERIENCE
hoping to find
good music
hoping to find
new artists
excited about
this platform
waiting for
FaveFest every
year
happy they
keep
discovering
new music
OPPORTUNITI
ES
to listen live the
music they
chose
to find new
music
the artist they
vote is chosen
to perform
to gain a better
taste in music
to have a big
music playlist
POSSIBLE
OUTCOMES
discover their
new favorite
to watch live
the artist they
discover new
styles of music
to suggest this
platform to their
to become a
real FaveFest

30. Value Propositions
Channels
Customer
Relationships
Customer Segments
Revenue Streams
Key Activities
Key Resources
Cost Structure
Key Partnerships
Business Model
Membership
fees
Advertising Sponsors
Audience
(Music
fans)
Artists
App
Website
Software
developme
nt
Marketing
& Ads
Production
companies
Media /
Press
Labels
We bring to light
exceptionally
talented artists
and give audience
the chance to
create their dream
festival, based on
their music
preferences
Τalended
people
Participati
on
Developm
ent
Grow user
base
Music
Fans
communit
y
Support
Ticket
sales

31. Value Proposition for Artists
A wide
range of
features
to create
the
account
profile
A usable
platform
Consulting
Broad
copyright
protection
Promote
their work
thought
platform
Give them
the
opportunity
perform at a
music
festivalProvide full
service
music
management
Build a
music
brand
name
Fame &
Recogniti
on
Produc
e music
Support
Collaborati
ons
Reliability
Collaborat
e with
other
musicians
Afraid that
people are
going to
steal their
work
Few job
opportu
nities
Self doubt
The
busines
s model
in the
music
industry

32. Value Proposition for Audience
Interaction
with artists
Providing
access to a
huge music
library
Ability to
discover and
vote new
musicians
A mobile
application
Engage
in the
music
industry
Discover
new
artists
The
business
model in
music
industry
Difficulty
to find new
music
Low
Budget
Listen to
music
Connect
with other
music fans

33. Application (Technical Demo)

35. Website (Tilda)
In our website (http://favefest.tilda.ws), the visitors can find out more about our values and services.
Also, we provide a usable platform, through which users (artists) can create their music profile and
manage their dashboards.

36. Follow us on Facebook & Instagram.
Social Media

37. By creating a prototype we decided to share it with 10 people, in order to
examine the ease of navigation of the site.
✔ Everyone found the site to look real.
✔ Their navigation was easy and understandable.
✔ Steps ware clear.
Here are some useful advice users proposed to us in order to make our site
even easier for the artists and audience to use.
● Search button, so it is easier to find the type of music or the artist you
want.
● Ranking buttons not only at the application, but also at the site, so
people know the artists with the highest rate.
● Ticket booking & Location details.
User Testing

38. Monetization
Revenue Strategy
•Membership fees
Each member of platform (artist) must pay an annual membership fee
of 10.00 € / month.
• Festival Tickets
We offer a wide range of tickets at various prices. General admission:
8,00 €, Early bird: 4,00 €, VIP: 14,00 €
•Advertising & Sponsorship
We give brands the opportunity to present their services and products
at the festival.

39. Strategies which can be used to find our first 100
users
•Influencer Marketing (Using word-of-mouth marketing tactics)
The influencers can help us deliver our message to the right audience
through social media platforms.
•Social Media Advertising
We can run ads on Social media networks (Facebook & Instagram).
• Free Trial
The users (artists) can try out our services using a free trial (15 days).

40. Τhank you!