Class Presentation slides 05092016 vF

The app for organizing a group night out in New York City

Team 5

Ben Backup, Chris Collins, Martin Ma, Benjamin Zhang

E-learning: Market Entry Options

CREW

CREW: “BRING THE WHOLE CREW TOGETHER”

CREW

Agenda

• Concept overview

• Tech stack overview

• Screen & feature walkthrough

• Business plan highlights

1

CREW

CREW: The Value Proposition

2

CREW MAKES GROUP OUTINGS EASIER TO PLAN AND

MORE FUN TO ATTEND…

….IT HELPS EVENT ORGANIZERS BY SMOOTHLY

SOURCING ALL GUEST AVAILABILITIES & VENUE

PREFERENCES

…IT HELPS GUESTS BY SUGGESTING TIMES AND

LOCATIONS THAT ARE OPTIMAL FOR THE ENTIRE GROUP

CREW

CREW: Overview of the concept

3

Problem

Solution

Monetization

• Planning a night out in New York City is unbearably challenging

Tremendous effort on behalf of the organizer

Aligning calendars is very painful

It’s hard to satisfy everyone (or even most people)

Too many choices – feels like a missed opportunity when things go wrong

• CREW takes the pain out of putting a group together

Easily generates & distributes simple surveys to collect preferences

(Survey takes less than 2 minute to create. Less 2 minute to complete)

Collects preferences and runs algorithm to generate recommendations

Recommendations take into account: date & time, cuisines, neighborhoods, price

Host can then chose from the five very best options for the event

• Hyper captive audience generates rich advertising atmosphere

Immediate: Advertising based model based – can display ads for

restaurants near the algorithm’s recommendation

Longer term: potential for restaurants to sponsor deals through the app

(e.g. after going to [restaurant] stop by [advertiser’s bar] for $3 beers

CREW

How it works: the user experience

4

Select Option & Send InvitesGenerate RecommendationsPreview Options

View Progress &

Send RemindersGuests RespondHost Creates Survey

• Host gives event name

• Specifies options for the following

• Dates & times

• Cuisines

• Neighborhoods

• Price ranges

• Inputs guests emails and sends

survives

• Guests respond to the host’s options

• Responds with ALL satisfactory

choices, not just #1 choice

• Host checks response statuses and

send reminders with 1-click

• “Preview” recommendations at any

time

Executes recommendations

algorithm using the available

responses

• Final recommendations are calculated

when all guests respond (or the

survey expires)

• Recommendation algorithm suggests

options that satisfy the maximum

number of preferences

• Lists best time option (or options if

tied)

• Lists five most ideal venues

• Host can choose favorite option and

send invitations directly in app

CREW

Agenda


• Tech stack overview



5

CREW

System Overview and technology stack

6

Organizer

Survey Creator

Progress Viewer

Result Viewer

Invitation Sender

DATABASE

Distributor Script

Respondents Response Provider

Thank YouView (Ad)

Invitation Script

Matching Script

Yelp

OrganizerPrimary UI Views

RespondentUI Views

HTML/CSS View

Database Script

API / External

Web

Primary Workflow1

1. Does not include account creation workflow

12

3

4

65

7

8Organizer

Survey Creator

Progress Viewer

Result Viewer

Invitation Sender

DATABASE

Distributor Script

Respondents Response Provider

Thank YouView (Ad)

Invitation Script

Matching Script

Yelp

OrganizerPrimary UI Views

RespondentUI Views

HTML/CSS View

Database Script

API / External

Web

Primary Workflow1

1. Does not include account creation workflow

12

3

4

65

7

8

CREW

Entity-Relationship Data Model

7

UserId

Email

Password

First Name

Last Name

Survey

Id

User

ID

Expiration

DateName Respondents

Preferences

Recommendations

Question Id

Title

Choices

IdQuestion

ID

Name

Value

Code

Answer

Id

Surve

y ID Question

ID

Response

Code

CREW

The recommendation algorithm process

8

Collect Inputs

Consolidated

Inputs

Determine

Winners

Create query

URL

Scrape Yelp

Store / Display

Responses

• Collect inputs from guest response forms – guest select all that satisfy, not just #1 choice

• Responses are stored in lists of Booleans (e.g. guest_1 cuisine choices = [1, 0, 0, 1, 1] (where

position in list corresponds to cuisine option)

• Responses are consolidated into lists of sums for each question

• E.g. all guest cuisine choices = [3,1,2,1,3] (where position in list corresponds to cuisine option)

• If one choice gets the most the votes, that single choice is the “winner”

• If multiple choices tie with the most votes, both choices are “winners” (e.g. if Italian & American

receive the same number of votes, both cuisine types are queried)

• Match the winning choice(s) for the syntax that is used in a Yelp URL (e.g. “Italian” = ‘Italian,Pizza’)

• If only one price range wins, it may be grouped with another price range to expand the search

• The URL portions from all choices are concatenated to create a Yelp URL

• The Yelp URL is passed to Yelp using BeautifulSoup

• The yelp page is scraped to take the top 5 restaurants with most reviews (research revealed that

the # of reviews is by far the best indicator of quality)

• The results of the page scraped are then stored in a json object and passed to the database

• Results are displayed in the app by pulling the json object and displaying the contents on the page

CREW

Challenges encountered

9

• Installing python packages on websys3

Rights access issues, websys crashing, etc.

• Price range data not exposed in Yelp API

Forced to switch to web scraping

• Yelp website goes down while we are

integrating the app components

Led to confusion as we could not identify the

break – turns out, Yelp was broken

Lost an hour waiting

CREW

Agenda


• System overview



10

CREW

Login Workflow

11

CREW

Bring the whole crew together

Username

Password

Create an account

Submit

e.g. John SmithName:

e.g. [email protected]:

at least 6 charactersPassword:

Re-type passwordConfirm

Password:

CREW

Registration Successful!

Continue to Crew

Log Out

CREW

App Login Account creation Login created

CREW

Home Screen

12

CREW

Hey [username]!

Organize New Event

View My Events

Respond to Survey

Settings

[USERNAME]

Home screen navigator

CREW

Survey Creation Workflow (part 1)

13

CREW

Organize Event

[USERNAME]

Step #1: Give your event a name

Select

Date

Select

Start Time

Select End

Time

+

e.g. Team 5 night out

Step #2: Create time options for guests to choose from

CREW

Organize Event

[USERNAME]

Step #2: Set neighborhood options

SELECT ALL

No. Manhattan

East Harlem

UES

UWS

Hell’s Kitchen

Chelsea

West & Greenwich

Village

So. Manhattan

East Village & LES

Murray Hill & Kips Bay

Midtown East

Set date & time Set neighborhoods

Date Start End

5/9 7:00 PM 9:00 PM

5/10 8:00 PM 10:00 PM

5/11 8:00 PM 10:00 PM

NEXT STEP NEXT STEP

CREW


14

CREW[USERNAME] CREW[USERNAME]

Set cuisines Set price ranges

✓ Just Drinks

✓ Italian

✓ American

✓ Indian & Pakistani

French & German

Seafood

✓ Mexican

Organize Event

Step #3: Set cuisine options

NEXT STEP

Organize Event

Step #4: Set price options

$

$$

$$$

$$$$

Select All

NEXT STEP

CREW


15


Add Invitees Creation completion

FINISH

Organize Event

Step #5: Invite friends

VIEW PREVIOUS GUESTS

select previous guests

-or-invite new individual guests

Type friend’s email ADD

-or-paste a guest list

separate emails with a comma

Paste emails

Congrats!Your Crew survey has

been sent!

Survey ID:####

View My Events

[Event Name]

CREW

Survey Response Workflow (part 1)

16

CREW SurveyTo [recipient email]

Hey!

[username] is organizing [eventname] and wants your input!

Please take one minute let [username] know your preferences by completing this CREW survey:

crewsurveylink.ourdomain.com

Thanks!

The CREW Team

About CREW

CREW is the app that makes it easy to bring the whole crew together. Crew helps users survey their guests to pick a

date, location and venue that everyone will love.

Not a CREW user? Join us to start planning hassle free events

[USERNAME] is organizing [EVENT NAME] and wants your input!

CREW


17


Invite screen Respond date & time

[USERNAME]

is organizing

[EVENTNAME]

Start 1 minute long survey

Your preferences for date, cuisine

type, price range, and

neighborhood have been

requested by [USERNAME].

All responses are anonymous!

Date Start End

5/9 7:00 PM 9:00 PM

5/10 8:00 PM 10:00 PM

5/11 8:00 PM 10:00 PM

Your Response

Step #3: Select cuisines

NEXT STEP

CREW


18


Respond neighborhood Respond cuisine

CREW

Your Response

[USERNAME]

Step #2: Select neighborhoods

NEXT STEP

SELECT ALL

Chelsea

West & Greenwich

Village

So. Manhattan

East Village & LES

Murray Hill & Kips Bay

✓ Just Drinks

✓ Italian

American

Indian & Pakistani

✓ Mexican

Your Response

Step #3: Select cuisines

NEXT STEP

CREW


19


Respond Price Range Response Completion

Step #4: Set price options

$

$$

$$$

$$$$

Select All

FINISH

Your Response

Response Sent!

Hope you can make it to [EVENT NAME]

[USERNAME] will be in touch with scheduling details!

Thanks for using CREW

Create a profileso that your can organize events

CREW

View Recommendations (part 1)

20


View My Events Event homepage

View Event Details

Survey ID:####

View Recommendations

[Event Name]

[Survey Status]

Send Reminders

# of ## have

submitted

ID# [Event Name] E

ID# [Event Name] E

ID# [Event Name] C

ID#[Event Name] C

ID# [Event Name] W

ID# [Event Name] E

ID# [Event Name] E

View My Events

My Events:

VIEW

CREW


21

CREW[USERNAME]

Reminders sent page

View My Events

Survey ID:####

[Event Name]

Reminders sent to:

[guest email]

[guest email]

[guest email]

[guest email]

[guest email]

Back to event home

CREW


22


View Recommendations -

Preview

CREW Preview for

Survey ID:####

[Event Name]

PREVIEW

1

[Restaurant Name]

[Cuisine]

[Address]

[Neighborhood]

[Price range]

[Website link]

2

[Restaurant Name]

[Cuisine]

[Address]

[Neighborhood]

[Price range]

[Website link]

3

[Restaurant Name]

[Cuisine]

[Address]

[Neighborhood]

[Price range]

[Website link]

Back to event home

CREW Recommendations for

Survey ID:####

[Event Name]

1

[Restaurant Name]

[Cuisine]

[Address]

[Neighborhood]

[Price range]

[Website link]

2

[Restaurant Name]

[Cuisine]

[Address]

[Neighborhood]

[Price range]

[Website link]

3

[Restaurant Name]

[Cuisine]

[Address]

[Neighborhood]

[Price range]

[Website link]

Back to event home

View Recommendations -

Final

CREW

Agenda


• System overview



23

CREW

Business model highlightsBusiness is low cost & word-of-mouth driven. Revenue streams built around advertising and promotion sales

24

3 C’s 4 P’s

Target Customers

• Young, social Manhattanites – especially

“coordinators”, i.e. people who like to organize

and entertain

• EA’s and young professionals – individuals

responsible for planning team outings for their

co-workers

Competition

• Yelp directly – for groups / organizers who know

what they want, they can go directly to Yelp

• Calendar apps – Outlook, Google, Doodle all

have the ability to align free times

• All solutions we’ve found are disparate: our

value proposition is bringing it together

Company

• Company will remain streamlined and low cost

• If we choose to scale, additional resources

required: advertising salesforce, marketing,

development (for functionality extensions)

Product

• Core product is in place

• Potential extensions into new cities /

geographies, more event types

Placement (distribution)

• App will be available in iPhone / Android app

stores

• Guests to not need the app – the survey can be

completed in any web browser

Promotion

• Day 1 marketing is word-of-mouth driven

• Potential to target “coordinators” directly via

services like BuzzAgent

Pricing (free for users)

• For advertisers

• Day 1 – Generic advertising (e.g.

AdWords)

• Day 2 – Provide channel for targeted

promotions (priced higher)

CREW

Competitive AnalysisCrew integrates all the functionality needed to plan a group night out into one seamless solution

25

Product Examples Time AvailabilityGroup

Preferences

Restaurant

Options

Restaurant

Recommendations

Calendar Apps

Survey Apps

Review sites

Recommendation

services

Crew CREW

CREW

Growth vectors

26

New York

Saturation

Geographic

ExpansionAdvertising

Extensions1 2 3

Grow base of NYC users

Guests to not need the app to fill

out a survey

At the end of each guest survey,

there is a link to create account /

instructions to download app

Aspiration:

• CREW is adopted by key

coordinators in social groups

• Knowledge of app diffuses

through guest surveys

• Some guests decide to

download app and become

hosts

Expand to other locations

Urban expansion

• Large cities have the same

“neighborhood” filters as NYC

• Easy to recreate NYC

experience in these urban

environments

• “Rinse & repeat” play

Suburban / rural expansion

• Suburban / rural expansion

would require integration with

GPS location

• Location question morphs to

ask in terms of current location

more users = more surveys = more ads higher value ads = higher prices

Extend into promotion offering

CREW knows which groups will

be where, and when

Opportunity to market

promotions for nearby locations

E.g. “After a great Italian meal at

[recommended restaurant] head

over to [advertising bar] for $1 off

all drinks”

Hypothesis is that restaurants

would have high willingness to

pay for such a rich & targeted

promotion channel

CREW

Customer Analysis: Age and locationOur target users are between 15-40 years old, mostly concentrated in mid-to-lower Manhattan

27

11

9

7 76

5 54

32

0

2

4

6

8

10

12

0%

25%

50%

75%

100%

Tho

usa

nd

s

Projected user locations (at scale)

Population in target age demographic

Population outside targe age demographic

CREW users at scale

-4,170

10,764

19,717

11,879

5,107 2,166 1,051 509 469 453 -0%

6%

9%10%

7%

4%

2%1%

1% 1% 1%0%0%

2%

4%

6%

8%

10%

12%

-

5,000

10,000

15,000

20,000

25,000

Under14

15 to19

20 to24

25 to29

30 to34

35 to39

40 to44

45 to49

50 to54

55 to59

60 to64

65+

Projected user age demographics (at scale)

Users Users as % of total

At scale (30 months) we anticipate having ~55,000

registered users…

…key neighborhoods will have many young

people and high restaurant density

# o

f u

sers

% o

f total p

op

ulatio

n

% p

eop

le in

tar

get

dem

ogr

aph

ic

# of active C

REW

users

We expect ~90% all users to be between

15-40 years oldMost users will be in areas with many

young people reside

CREW

Illustrative financial scenarios within NYCSimilar patterns would be found in other geographies upon expansion

28

Future

CREW Revenue Growth in NYC

Launch

Revenue

Scale Trigger

1

2

3

Failure to

achieve liftoff1

Users catch-on,

advertisers don’t2

User growth

attracts advertisers3

Advertisers willing to pay for

rich promotion channel

• App doesn’t catch-on, never

achieves scale

• No meaningful return generated

• App goes viral and experiences

exponential user growth

• More users & surveys generate

return, but advertiser WTP is flat

• App goes viral and experiences

exponential user growth

• Further growth fueled by increase

in advertiser WTP for promotions

Deep Dive on

next page

CREW

Deep dive on attractive scenario (charts)Even with conservative projections, CREW can generate a meaningful amount of revenue at very little cost

29

0 5 1334

76

141

206

248268

276

0

50

100

150

200

250

300

0 3 6 9 12 15 18 24 27 30

Tho

usa

nd

s

Hosts, Surveys & Response Visualization

Hosts # of surveys created # of responses

$- $0 $0 $1

$5

$10

$16

$20

$22 $23

0

5

10

15

20

25

0 3 6 9 12 15 18 24 27 30

Tho

usa

nd

s

Revenue Generation

Revenue per quarter (CPM) Revenue per quarter (Promo) Total Revenue

Host growth drives growth is survey creation

and response completion…

…generic advertising generates anemic

cash flows, but promotions are lucrative

Key Assumptions

At scale

Revenue per month: $7.7K

Revenue per year: $93K

User capture as outlined on slide 25

Users creating a survey every: 2 months – 20%, 1 per month – 60%, 2 per month – 10%, 3 per month – 5%, 4 a month – 5%

Avg. guest completing survey per event = 4

Ad impressions per host = 2; ad impressions per guest = 2

CPM = $4

% of groups offered customer promotion scales from 0% to 58% across the 30 months

CREW revenue per 1 group promotion = $0.50

CREW

Deep dive on attractive scenario (spreadsheet backup)See below for calculations driving charts on slide 27. Assumptions outlined on slide 25 & 27

30

Months 0 3 6 9 12 15 18 24 27 30

S-Curve Coefficients 0.007 0.018 0.047 0.119 0.269 0.500 0.731 0.881 0.953 0.982

56283.25955

Number of Active Users - 1,012 2,669 6,709 15,137 28,142 41,146 49,574 53,614 55,271

Surveys per user / month

0.5 20% 20% 20% 20% 20% 20% 20% 20% 20% 20%

1 60% 60% 60% 60% 60% 60% 60% 60% 60% 60%

2 10% 10% 10% 10% 10% 10% 10% 10% 10% 10%

3 5% 5% 5% 5% 5% 5% 5% 5% 5% 5%

4 5% 5% 5% 5% 5% 5% 5% 5% 5% 5%

# of surveys created

0.5 - 101 267 671 1,514 2,814 4,115 4,957 5,361 5,527

1 - 607 1,602 4,025 9,082 16,885 24,688 29,744 32,168 33,163

2 - 202 534 1,342 3,027 5,628 8,229 9,915 10,723 11,054

3 - 152 400 1,006 2,271 4,221 6,172 7,436 8,042 8,291

4 - 202 534 1,342 3,027 5,628 8,229 9,915 10,723 11,054

Total surveys created - 1,265 3,337 8,386 18,921 35,177 51,433 61,968 67,017 69,089

Avg. Guests 4 4 4 4 4 4 4 4 4 4

Number of Responses - 5,062 13,346 33,546 75,684 140,708 205,732 247,871 268,070 276,355

Impression per host 2 2 2 2 2 2 2 2 2 2

Hosts Impressions - 2,531 6,673 16,773 37,842 70,354 102,866 123,935 134,035 138,177

Impressions per guest 2 2 2 2 2 2 2 2 2 2

Guest Impressions - 10,123 26,693 67,091 151,369 281,416 411,464 495,741 536,140 552,709

Impressions per quarter - 15,185 40,039 100,637 227,053 422,124 617,195 743,612 804,210 829,064

Impressions per month - 5,062 13,346 33,546 75,684 140,708 205,732 247,871 268,070 276,355

Revenue per month (CPM $4) -$ 20.25$ 53.39$ 134.18$ 302.74$ 562.83$ 822.93$ 991.48$ 1,072.28$ 1,105.42$

Revenue per quarter -$ 60.74$ 160.16$ 402.55$ 908.21$ 1,688.50$ 2,468.78$ 2,974.45$ 3,216.84$ 3,316.26$

Rich advertising

% groups offered coupon 0% 0% 10% 20% 40% 50% 52% 54% 56% 58%

Cost per promotion $0.50 $0.50 $0.50 $0.50 $0.50 $0.50 $0.50 $0.50 $0.50 $0.50

Groups offered Discount - - 111 559 2,523 5,863 8,915 11,154 12,510 13,357

Revenue from discount -$ -$ 56$ 280$ 1,261$ 2,931$ 4,458$ 5,577$ 6,255$ 6,679$

Revenue per quarter -$ -$ 167$ 839$ 3,784$ 8,794$ 13,373$ 16,731$ 18,765$ 20,036$

Revenue per quarter (CPM) -$ 61$ 160$ 403$ 908$ 1,688$ 2,469$ 2,974$ 3,217$ 3,316$

Revenue per quarter (Promo) -$ -$ 167$ 839$ 3,784$ 8,794$ 13,373$ 16,731$ 18,765$ 20,036$

Total Revenue -$ 61$ 327$ 1,241$ 4,692$ 10,483$ 15,841$ 19,706$ 21,982$ 23,352$

Documents

Class Presentation slides 05092016 vF