1. The best place to plan your end of life
wisheswww.mylegacyplan.orgLean Launchpad110 interviewsApril 2, 2012
30 survey respondents230 site visitors
2. The Team Chris Tar, EWMBA and Engineering Manager at Google.
Previous experience: self taught engineer with an MA in studio art.
Evan M. Smith, Masters student at the UC Berkeley School of
Information. Previous experience: Interactive production at Model
Metrics and Ogilvy. Doanh Do, PhD student in Civil &
Enviromental Engineer. Previous experience: Working in his familys
multiple businesses Rick Silverstrini, EWMBA and Global Product
Marketing Lead at YouTube. Previous Experience: Product Manager at
YouTube. Produced TV commercials, websites, radio ads in New York
City.Mentor Keval Desai (Haas MBA, 1999) is a partner at VC firm
InterWest Partners. Previous Experience: Director of Product
Management at Google, where he led development of
product/businesses in Googles advertising business.
3. A Journey of 5 Years
4. Base: Online self-Develop a service & access toplanning
platform referral networkfor customers-Attorneys (estate)We provide
peace Paid: End of Life-Financial Planners Build a network of of
mind by helping consulting and plan-Medical Advisors service
providersyou plan how you administration-Funeral Directors Baby
boomers want to leave, andand children of-Memorialwhat you want
toCreators(Videograp baby boomers leave behind.hers, artists, etc)
Partnerships with-Vendors providing-Website Upper middleestate
planners, We also connect-Referral, WOM, PRalterative options class
to affluentfuneral directors, local providers with -Advertising
(radio,for remains lawyers, etc.people in need of-Insuranceniche
magazines, their services social media,Providers Planning
Platformresulting in highlysearch) qualified leadsDomain
ExpertiseFixed Costs: Biz Dev Staffing, Web development Primary:
referral fees from partners Secondary: subscription & fees to
accessVariable Costs: Web hosting, someadditional online
toolsprogramming, marketing Tertiary: consulting fees
5.
6. Other Things We Learned Children/guardianship issues are
important(most important to some) including pets People saw value
in this and may be willing topay for a service directly (were still
skeptical) Our model is called a two sided market
7. Base: Online self-Agileservice & access
toDevelopmentreferral network-Attorneys (estate) We provide peace
Paid: End of Life Segment 1: Baby-Financial Planners Build a
network of consulting and planof mind by helping boomers
and-Medical Advisors service providersadministrationyou plan how
you children of baby-Funeral Directorswant to leave, and
boomers-Memorial what you want toCreators(Videograpleave
behind.Upper middlehers, artists, etc) -Partnerships with class to
affluent-Vendors providing -WebsiteestateWe also connect-Referral,
WOM, PRalterative optionsplanners, funeral local providers withfor
remains-Advertisingdirectors, lawyers, people in need of(radio,
niche Segment 2: EOL-Insuranceetc.their services service
providersProvidersmagazines, social-Planning Platformresulting in
highlymedia, search)-Domain Expertise qualified leads-UsersFixed
Costs: Biz Dev Staffing, Webdevelopment, legal services Primary:
referral fees from partnersSecondary: subscription & fees to
accessVariable Costs: Web hosting, some additional online
toolsprogramming, marketing, legal expensesTertiary: consulting
fees
8. Soft Sell Online self-service & Agile Development access
to referral network Build a network ofPaid services: End of Life
consulting and plan service providers administration-Attorneys
(estate)-Financial Planners We provide peace of Segment 1: Baby
Conversation support- Referral-Medical Advisors mind by helping you
boomers and content - Close Partnership-Funeral Directorsplan how
you want tochildren of baby-Memorial leave, and what you
boomersCreators(Videograph want to leave behind.ers, artists,
etc)Upper middle classWe also connect-Website to affluent-Vendors
providing -Direct Mailalterative options for -Partnerships with
providers with peoplein need of their -Referral, WOM, PRremainskey
partners-Advertising-Insurance Providers -Planning Platform
services resulting in Segment 2: EOLhighly qualified leads (radio,
social service providers-Clergy & Churches -Domain Expertise
media, search) -Users - Direct / Biz DevFixed Costs: Biz Dev
Staffing, Web development, legalservices, customer support Primary:
referral fees from partners Secondary: subscription & fees to
access additional onlineVariable Costs: Web hosting,
sometoolsprogramming, marketing, legal expenses Tertiary:
consulting fees
9.
10. Other Things We Learned What happens to my stuff part is
importantto people. (include photos) Starting the conversation is
hard for peopleand something they need help with - many ofthe
problems with end of life arecommunication based How do we help?
Our target market are low commitmentplanners. They dont want to
spend time andmoney with the lawyers and otherproviders, but know
that some plan isneeded
11. Freemium Soft SellOnline self-service plan Agile
Developmentand document creation.access to referral network The
BEST place to-Attorneys (estate)-Financial PlannersX Build a
network of service providers clarify and organize your legacy
plan.End of Life consulting andplan administration forhigh net
worth individuals Low commitment: Know they need to do this but
want to-Medical AdvisorsConversation supportavoid the hassle and We
provide peace of-Funeral Directors-Insurance Providers-Clergy &
Churches content mind by helping you plan how you want to X-
Referral- Close Partnership price of estate lawyers. leave, and
what you Children of baby-Memorialwant to leave behind.-Website
boomers: StartingXCreators(Videographers, artists, etc)X
-Partnerships withWe also connect-Direct Mail-Referral, WOM, PR the
conversation.X key partnersproviders with people-Vendors
providing-Advertising Affluent (for executorXalterative options
forremains -Planning Platform -Domain Expertise in need of their
services resulting in highly qualified leads(radio, socialmedia,
search) Consulting) -UsersX- Direct / Biz Dev X Segment 2: EOL
service providersFixed Costs: Biz Dev Staffing, Web development,
legalservices, customer supportPrimary: referral fees from
partnersPrimary: Document creation & subscription feesVariable
Costs: Web hosting, some programming,Secondary: Consulting Fees for
affluent clients (executormarketing, legal expenses services)
12.
13. Other Things We Learned People are willing to think about
planningtheir own end of life wishes only afterexperiencing a
trigger event Customer relationships really meanGet, Keep, Grow
Direct Mail, Referral, WOM, PR &Advertising are not channels.
Direct viawebsite is a channel.
14. Pivot We Were ConsideringMillionDollarWheelChair.com
15. GET: Search & OfflineAdvertising. Word ofMouth. PRAgile
DevelopmentKEEP: Client data isConversation supportstickyThe BEST
place to Low commitment:contentclarify and organizeGROW: Email
& siteHave experienced ayour legacy plan. offers (later)trigger
and want to-Attorneys (estate) avoid the hassle and-Financial
Planners We provide peace of price of lawyers.-Medical Advisors
mind by helping you-Funeral Directorsplan how you want toChildren
of 60+:-Insurance Providersleave, and what you Starting the-Clergy
& Churcheswant to leave behind. conversation.-Planning
Platform-Domain Expertise Affluent (for executor-Users Direct to
customer via consulting) websiteFixed Costs: Staffing, Web
development, legalservices, customer support Primary: Document
creation & subscription fees Secondary: Consulting Fees for
affluent clients (executorVariable Costs: Web hosting, some web
dev, some contentservices)development, marketing, legal
expenses
16.
17. Other Things We Learned End of life planning in health care
is really amess. Experts in the space and reallypushing us to
provide a solution Rigorous testing is totally worth it. Some
consumers want to pay a one timelifetime fee because an annual
subscriptioncould actually be fairly expensive for them.
18. GET: Search & OfflineAdvertising. Word ofMouth. PRAgile
DevelopmentThe BEST place to KEEP: Client data isConversation
supportclarify and organizestickyLow commitment:content your legacy
plan.GROW: Email & siteHave experienced a-Attorneys (estate)
offers (later)trigger and want to-Financial Planners We provide
peace ofavoid the hassle and-Medical Advisors mind by helping
youprice of lawyers.-Funeral Directorsplan how you want
to-Insurance Providersleave, and what youChildren of 60+:-Clergy
& Churcheswant to leave behind.Starting the- Health Care
conversation.Facillities -Planning PlatformRelieve the burden
Direct to customer via-Domain Expertise for your loved
oneswebsiteAffluent (for executor-Usersconsulting) Health care
facilitiesFixed Costs: Staffing, Web development, legalservices,
customer support Primary: Document creation & subscription fees
Secondary: Consulting Fees for affluent clients (executorVariable
Costs: Web hosting, some web dev, some contentservices)development,
marketing, legal expenses
19. GET: Search & OfflineAgile DevelopmentAdvertising. Word
of Mouth. PRConversation supportThe BEST place toKEEP: Client data
iscontentstickyclarify and organize Low commitment:your legacy
plan.Provide valid legalGROW: Email & siteHave experienced
a-Attorneys (estate) templatesoffers (later)trigger and want
to-Financial Planners We provide peace of avoid the hassle
and-Medical Advisors mind by helping you price of lawyers.-Funeral
Directorsplan how you want to-Insurance Providersleave, and what
you Children of 60+:-Clergy & Churcheswant to leave behind.
Starting the- Health CareDirect to customer
viaconversation.Facilities-Planning PlatformRelieve the burden
website-Domain Expertise for your loved ones Affluent (for
executor-Users Health care facilitiesconsulting) Life
Insurance?Fixed Costs: Staffing, Web development, legalFree:
Individual Plan Creationservices, customer support Subscription
($24/yr): Legal document creation & sharing Lifetime access
($399): EverythingVariable Costs: Web hosting, some web dev, some
contentdevelopment, marketing, legal expenses Consulting Fees for
affluent clients (executor services)
20.
21. GET: Search & Offline Advertising. Word ofAgile
DevelopmentMouth. PRSupport content The BEST place toKEEP: Client
data isclarify and organize sticky Low commitment:Provide valid
legal your legacy plan. GROW: Email & siteHave experienced
a-Attorneys (estate) templatesoffers (later)trigger and want
to-Financial Planners We provide peace of avoid the hassle
and-Medical Advisors mind by helping you price of lawyers.-Funeral
Directorsplan how you want to-Insurance Providersleave, and what
you Children of 60+:-Clergy & Churcheswant to leave behind.
Starting the- Health CareDirect to customer
viaconversation.Facilities-Planning PlatformRelieve the burden
website-Domain Expertise for your loved ones Affluent (for
executor-Users Health care facilitiesconsulting) Life
InsuranceFixed Costs: Staffing, Web development, legalFree:
Individual Plan Creationservices, customer support Subscription
($45/yr): Legal document creation & sharing Lifetime access
($399): EverythingVariable Costs: Web hosting, some web dev, some
contentdevelopment, marketing, legal expenses Consulting Fees for
affluent clients (executor services)
22. Where are we now? Alpha site is live www.mylegacyplan.org
Considering a more positive positioning Validating $45 annually or
$399 one-time Potentially have first board member &
firstadvisor (both in health care directives space) Trying to build
this into a business
23. Lessons Learned Doanh: Blogging was a great way to
trackprogress and weekly lessons. Video tapingour preso was good
for later review. Rick: Shocking who is willing to talk to you
ifyou just say hello and introduce your idea Evan: Usefulness of
BMC to structure teamconversations and planning efforts Chris:
Talking to as many people as possibleabout your idea is golden
leads you tounexpected places
24. Appendix Target Market Psychographic Current Site Mock
Market Positioning & Sizing
25.
26. Legacy uniquely offers 4 points of value online
LegacyWriter.com Dropbox / RocketLawyer.com Google Docs NoloPress
Docustore DocubankInformationDocument Storage & Creation Access
Legal ZoomLegacy Lawyers Conversation TechnicalSupport /Information
Advice Religion Nolo Online Non-Profits Non-Profits Funeral Homes
Caring.com Lawyers