1. Like you live here.
Lean Launchpad Day 5
August 31, 2012
We’ve talked to over 170 potential customers
Monday: 15
Tuesday: 51
Wednesday: 64
Thursday: 41
Carolyn Simnett Julie Son Michael Wang Christine Chen Tyler Marciniak
2. Agenda
• The Business Model Canvas
• Customer Segments
• Competitive Analysis
• Partnership Channels
• Market and Revenue
• DejaLocal Prototype
• Summary, Next Steps
4. Monday August 27, 2012
KEY KEY SERVICES RELATIONSHIPS CLIENTS
PARTNER ACTIVITIES
Platform Community
Marketing + BD Curated “local” First time
Ticket experiences visitors
Community
Aggregators Automated wanting
Management
Personalized local
KEY Personalized
Attractions RESOURCES CHANNELS Returning
Visitors to a
Data App Store City
Tech Talent Optimized Website
Local Experts
(Community) Community Local
Hotels Residents
Manager
AdWords
Cash Evangelists
Usage
Variable Fixed Cost Asset Sale
Asset Sale Commissions
––App fee per on tickets
Rev Share Platform App city
5. Tuesday August 28, 2012
KEY KEY SERVICES RELATIONSHIPS CLIENTS
PARTNER ACTIVITIES
Conference
attendees +
organizers
Ticket Platform Curated “local”
Aggregators Community
experiences
Marketing + BD AdWords
Community Personalized Social and Traditional
Attractions Management Media
Automated
Optimized Personalized
KEY Returning
RESOURCES
Local experts A new way to CHANNELS visitors to a
build your City (w/o
(Community) Data “expert” brand Community mgr local friends)
Tech Talent App Store
Positive Feedback
Community Loop + Website
Manager Satisfaction of Hotels
Contributing to
Cash Community Local experts
Evangelists
Fixed Cost Variable – Asset Sale – – Usage fee
Asset Sale Commissions on
Platform Community App tickets
App per city
Manager
6. Wednesday August 29, 2012
KEY KEY SERVICES RELATIONSHIPS CLIENTS
PARTNER ACTIVITIES
Ticket
Curated “local”
Platform Community
Aggregators experiences
Marketing + BD AdWords
Community Personalized Social and Traditional
Attractions Management Media
Automated
Optimized Personalized
KEY Returning
RESOURCES
Local experts
CHANNELS visitors to a
City (w/o
(Community) Data Community mgr local friends)
Tech Talent App Store
Positive Feedback
Community Loop + Website
Manager Satisfaction of Hotels
Contributing to
Cash Community Local experts
Evangelists
Variable Rev Fixed Cost Variable – Asset Sale – – Usage fee
Asset Sale Commissions on
Platform Community App tickets
Share App per city
Manager
7. Thursday August 30, 2012
KEY KEY SERVICES RELATIONSHIPS CLIENTS
PARTNER ACTIVITIES
Offline app GET: Digital
Platform marketing
Ticket Curated “local” Community
communications
Aggregators Marketing + BD neighborhood KEEP: Product
AdWords
Community experiences updates (new
Social and Traditional
Management content)
Media
Attractions Automated
Optimized GROW: Up-sell (new
Personalized
KEY cities) and Cross-sell
RESOURCES
Local experts
CHANNELS Returning
visitors to a
(Community) Data City (w/o
Tech Talent Community mgr local friends)
Community Positive feedback Web site/App Store
Manager loop + Satisfaction
of contributing to
Cash community Local experts
Evangelists
Variable – Fixed Cost Variable – Asset Sale – – Usage fee
Asset Sale Commissions on
Platform Community AppApp per city tickets
Rev Share
Manager Subscription
model
8. Hypothesis Test Result
ADD’L CUSTOMER SEG:
FAIL: 11/11 business
•Business travelers would •11 Interviews with business travelers said they don’t
pay for a local secrets travelers in New York need it. They already use
platform
Yelp, have their own
favorites, and ask business
colleagues for recs.
REVENUE/PRICE:
•Returning tourists will pay •Interviews with members of TBD: Received additional
for Web site and/or App at feedback of willingness to
tourist customer segments
specific prices pay and at prices under $10
And last night, we answered a few
remaining key questions
9. FINAL CANVAS:
KEY KEY SERVICES RELATIONSHIPS CLIENTS
PARTNER ACTIVITIES
Offline app GET: Digital
Platform marketing
Ticket Curated “local” Community
communications
Aggregators Marketing + BD neighborhood KEEP: Product
AdWords
Community experiences updates (new
Social and Traditional
Management content)
Media
Attractions Automated
Optimized GROW: Up-sell (new
Personalized
KEY cities) and Cross-sell
RESOURCES
Local experts
CHANNELS Returning
visitors to a
(Community) Data City (w/o
Tech Talent Community mgr local friends)
Community Positive feedback Web site/App Store
Manager loop + Satisfaction
of contributing to
Cash community Local experts
Evangelists
Variable – Fixed Cost Variable – Asset Sale – – Usage fee
Asset Sale Commissions on
Platform Community AppApp per city tickets
Rev Share
Manager Subscription
model
11. DejaLocal Archetypes: Zach & Becca
Archetypes Motivation: Adventurers Favorite Activities
• Millennial couple, Ages 25
• Always looking for fun, fresh ways
to entertain themselves, wants to
Explorer Reg. Guy Innocent try new things Sports Shopping Traveling
Who Are They? What They’re Thinking
• Zach is a 25 year old Project • Love media and technology
Manager from Chicago and makes • Likes to show off and impress
$75K a year. Becca is a 25 year old others with their lifestyle
Macy’s buyer from Chicago and • Making money is important
makes $60K a year. • Recommendations from friends
• Both Zach and Becca have are crucial for making decisions
previously been to New York for • Values customization of products
work but this is their first leisure they purchase
trip together. • Very excited about traveling to
• Zach and Becca have been dating New York but slightly intimidated
for two years and love trying new about what to do.
things and traveling. • Don’t want to do “tourist” stuff
Brands They Love Dominates Mobile Social Networking
• 55% are smartphone owners
• Overindexes in every category for
mobile app usage.
• Uses most features daily
Forrester Research: Consumer Technographics Q3 2011; ComScore MyMetrics Report 5/2012
12. Zach & Becca Using DejaLocal
Zach & Becca’s Tuesday
9:00AM: Breakfast at Norma’s
10:30AM: The Literary Walk, Central Park
1:00PM: Lunch at Social Eatz
2:30PM: Shopping at Bergdorf Goodman
4:00PM: Chelsea Market
6:00PM: Sunset on The Highline
Day Planning
• Using DejaLocal, Zach and Becca have selected all of the activities that
they want to see, explore, and eat.
• DejaLocal will also allow them to sort, plan, and rank their destinations
throughout the day.
14. Competitor Analysis
Curated
General Optimized
DejaLocal will provide a highly curated, optimized and quality-controlled online and
offline travel experience that users will love.
18. Sales Funnel
Marketing Communications KEEP: GROW:
•SEO •Blogs •Up-Sell to additional
•Travel/tech earned media •New editions content or new cities
•Consumer earned media for current •Cross-sell with other
And last night we dove deeper into our
•Sampling at transport hubs
•AdWords
cities products in portfolio
•Enable social sharing of
MVP, channels, revenue models and
•Viral feedback loop favorite local secrets
19. Our Market
Total Addressable In the US alone,
Served
Market:
Available we have 16M
25M Market:
In the US alone, we have 16M target customers based on mobile alone…
Target target customers
US mobile 21M Market: based on mobile
users who
research
Android
iOS
16M
travel on Leisure
device
*http://www.emarketer.com/(S(52uinv55vwpab2mdwsgnoqyg))/Article.aspx?R=1008279#zSzeVcDQqQPpP8K8.99
20. Revenue Model: Freemium + Ticketing
Userbase: 16M Mobile Ticketing:
x 50% travel to the city
x 5% use our site/app 400K users
400K users x 2.9% conversion
11.6K ticket buyers
Premium: x 3% paid (Evernote) x $89 avg ticket
12,000 paid users x 1.6 avg party size
x $120 a year ($10/month) x 5% commission
$1.4M a year $82K
With a total potential revenue per year of
$1.5M on our narrow customer base alone
27. Summary Like you live here.
DejaLocal seeks to solve the problem of finding a high
quality local experience and the need of unique travel
exploration.
This week we have defined and redefined our product
identity, refined our audience, and transformed our user
interface.
Next Steps
• More customer discovery to refine our pricing
strategy and revenue model
• Build the website and native mobile app experience
28. Like you live here.
thank you
APPENDIX
Carolyn Simnett Julie Son Michael Wang Christine Chen Tyler Marciniak
29. Returning Tourists Local Experts
Product: Product:
•A digital tool that allows returning tourists •A digital platform allowing local experts to
without local connections to research for, share their favorite activities to improve the
either in advance or in real-time, “off-the- tourist experience in exchange for social
beaten-path” activities provided by locals connections, recognition & exclusive access
Price: Price:
•Web site: Subscription: $4.99-$9.99/month Free
•iOS/Android app: $1.99 download for one
city, .99 per for add’l cities Promotion:
•Word-of-mouth
Promotion: •Promotional events
•SEO •Social and digital earned media
•Travel/tech earned media •AdWords •AdWords
•Consumer earned media •Viral feedback
•Sampling at transport hubs loop
*assume Web/App for place
What’s a possible marketing plan* to reach
our two customer segments?
Notas do Editor
Yelp: offers a general and crowd-sourced aggregation of reviews, but is not curated nor optimized Zagat: provides highly curated, but not optimized, travel reviews Trippy: offers more specific recommendation cluster of friends’ reviews but lacks optimization and professional curation. Trip Advisor: offers higher quality reviews, but lacks curation and optimization Mtrip offers optimization but lacks local voice and curation.
