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G2C
Go 2 China
1
Zachary BrownHustler/
User Experience Specialist
Shockey WuDesigner/
Hustler
Ada XiaoHustler/Designer
Helios ZhouHacker/Designer
Customers Today: 30Total: 79
“Providing short term visitors to China with convenientPhone/Data/App bundled rental service”
G2C
Interviews
G2C
Key Partners• Travel agencies (hotel/flight/car)
• Restaurants/Bars/ Nightclubs
• Advertisement agencies
• Travel Guide Publisher (long term)
Unique Value• Real time event information (food/alcohol/parties)• Social connection (Travel buddy/city exploration buddy)• Tailored itinerary planning and sharing
Other benefits• Easy booking (external link)• Language translation
Needs• Want to travel China but unfamiliar with local dynamics• DIY style• Keen to social interaction• Keen to local hot spots
Customer Profile• Age 18~35• Backpacker• New to China• Short period of stay• English speaking
• App store• Website • Social media
Fix• Initial set up and software design• Business development (w/t key partners)• Initial promotion programVariable• Data storage• A&P
Volume Driven• Stage 1: Ad/Sponsorship (related and unrelated)• Stage 2: Ad + paid version • Stage 3: Ad + paid version + event commission
Platform/Network• Increase the number and quality of vendors• User friendly• Improve social connection• Data management
• Automated• Community• Co-creation
Intellectual• Customer database• partnershipHuman• designer / sales forceFinancial
3
Day 1
G2C
4
How we think this thing would work….
G2C
Multi-party CustomersEnglish speaking 25~35 year old backpacker.
•Frequent Business Travelers.
•Local Vendors • Website (Synchronize with app)• App store•Social media
Fix•Initial setup costs• Initial promotion programVariable•Computing resources• A&P•Monitoring expenses
Volume Driven• Stage 1: Ad/Sponsorship (related and unrelated)• Stage 2: Ad + paid version • Stage 3: Ad + paid version + event commission
Platform/Network• Increase the number and quality of vendors• User friendly• Improve social connection• Data management
• Automated• Community• Co-creation
Intellectual• Customer database• partnershipHuman• designer / sales force
5
Day 2
G2C
Multi-party Customers
•Website (Synchroniz ed with app)• App store•Social media
Fix• Initial app development/operation costs• Initial promotion programVariable•Computing resources• A&P•Monitoring expenses
Volume Driven• Stage 1: Ad/Sponsorship (related and unrelated)• Stage 2: Ad + premium version • Stage 3: Ad + premium version + event commission
• Automated• Community• Co-creation
Intellectual• Customer database• partnershipHuman• designer / sales force
6
English speaking 25~35 year old leisure travelers to China.
Local vendors
Improve social connectionImprove number and quality of vendorsR&D of App InterfaceData Management
Restaurants/Bars/ Nightclubs
Advertisement agencies
Travel Guide Publisher (long term)
Local vendors
Local Vendors:•Translated/Customer Designed Menu•Restaurant info/promotion•Event Info
Day 3
G2C
7
• Hotels in China (onsite at point of sale)
• China Mobile• Phone Manufacturer
Direct sales to local apps
Day 4
G2C
8
Yesterday we think how the new thing would work….
G2C
Foreign Travelers:Convenient, inexpensive rental smart phone with telephone, email, and internet for short term visitors to China
Fixed•Distribution channel•AdvertisingVariablePhone /data serviceLogistics (storage/transportation)Direct salesApps included in the bundle
Volume Driven•Sales of phone bundled package•Apps that pay to be included in the bundle•Other advertising on/through the phone itself
Physical: Hardware, logistical related storage/transportationHuman: sales forceIntellectual: phone apps, partners/channels
9
Local apps
• Direct sales
• Phone app providers
Direct sales to local apps
•Direct sales
Now is Day 5
G2CHypothesized Customer Archetypes
Lawrence, 25, USA citizen- Go to China for two week vacation - Iphone 4S owner- Heavy data user: >1GB per month- Continuous social connection
- Over 50+ emails per day- Star in Facebook, twitter
- Cost conscious
Problem: data access in China
G2CMarket Size
11
Target Market3.47 Mpeople
Target Market3.47 Mpeople
Served Available Market4.3 M
people
Total Addressable
Market10.86 M people
Bundled phone users TAM - Leisure travelers to China: 10.86M SAM - 40% middle segment (not overly frugal or
rich): 4.3M TM - 80% city travelers: 3.47M
Bundle Package cost Cost of smartphone unit = 17$/month (1year depreciation)
Cost of service (240 minutes, 300MB data)= 15$/m Guestimate of other costs (operating/logistics/channel/marketing) =
10$ Remaining profit per sale= 8$
Potential market size 50$ x 3.47M = $173M USD Potential profit (3.47M x 8$) = $29.6M USD (16%)(not including potential revenue from charging apps)
G2C
Pick a Smart Phone Pick a Rate Plan
1 2 3
Pick Travel Apps
- Tiered rate plan• Menu A/B/C (e.g. 5$ per 100MB)
A Bundle to Rent
- Free for private label- Rent for brands
- Basic Free- Premium Apps- Installed Ads
Minimum Viable Product
G2C
13
Hypothesis Testing
Day 1 Day 2
Customer Segments Hypothesis 18~35 years old English speaking travelers to
China for leisure are our targeted customersLocal restaurant who wants to attract foreign travelers will join our database
Test The demand of potential customers within the age range
Test the demand of local restaurant
Result Failed. Pending
Value Propositions HypothesisTargeted customers want to share travel
experiences with other travelersTargeted customers want to share travel experiences with other travelers.
Test Whether the majority of sample customers desire this function
Test whether the majority of sample customers desire this function
Result Passed. Passed
Channels HypothesisSmartphone app stores will be our main channel to reach out to our customers
Local vendors are willing to promote our application
Test Whether our customers go to app stores for travel related apps
How long they could promote our app and would it be free
Result Failed. Pending
Revenue Streams Hypothesis
First stage: advertising, Second stage: one-time payment, Final stage: commission on event tickets sales
Local restaurant who wants to join our database and use our service will be our primary sponsors
TestWhether there is advertisement/sponsorship demand, and if users are willing to pay to download
Test how much commission local vendors will pay, on what sizes of foreign visitors
Result Pending. Pending
G2C
14
Hypothesis Testing Day 3 Day 4
Customer Segments Hypothesis
There is demand for local phone/data usage by short term travelers who don’t use their mobile plans from home
There is demand for local phone/data usage by short term travelers who don’t use their mobile plans from home
Test Surveying hotels and end users Surveying hotels and end users
Result positive, people want to use at least a phone while in China, if inexpensive.
positive, people want to use at least a phone while in China, if inexpensive.
Value Proposition
sHypothesisPeople are interested in a bundled package People are interested in a bundled package
Test surveying end users (ongoing) surveying end users (ongoing)
Result positive, people indicate they’d be interested in access to phone/internet if inexpensive enough
positive, people indicate they’d be interested in access to phone/internet if inexpensive enough
Channels HypothesisVendors are not currently offering phone/data options to travelers
Hotels will be our major distribution channel
Test surveying hotels and local websites Survey hotels
Result Most of the surveyed hotels are not offering such service at low price
Hotels is unlikely to be our partner due to the conflict of their own landline service
Revenue Streams HypothesisShort term travelers are willing to pay 50$ for
bundle of phone/email/internet accessShort term travelers are willing to pay 50$ for bundle of phone/email/internet access
Test Surveying end users Surveying end users
Result Pending Positive
G2C
Next Steps…Customer Segments – Reiterate Customer Discovery process with interviews of foreigners visiting China, understanding their needs and behaviors.
Hypothesis: travelers who stay in mid-end hotels have needs for data-serviced rental phones.Test: Interview more foreign travelers going to China, especially older ones on which we have little data.
ChannelsHypothesis: Airport kiosks and travel agencies will be better distribution channels.Test: Interviews with airports and travel agencies for demand feedbacks.
Cost StructureHypothesis: Distributing through airport kiosks and travel agencies cost more than through hotels.Test: Interviews with airports and travel agencies for cost informations.
G2C
16
End of day 5