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Idea: A renren app that facilities event meeting in China collegesUser size: 20 million college students in China
Serviceable Addressable Market: US$ 100 millionCustomer Interviewed: 154
Online Surveyed: 48
Yiye JinEE MS (candidate)UI & UX design
Yinan NaCS MS (candidate)Client-side development
Anthony ChowMS&E MS (candidate)Marketing & Analysis
Junhao JiangEE MS (candidate)
System Architecture
Lu LiMS&E MS (candidate)
Server-side development
Canvas #1: A renren app that facilities event meeting in China’ collegesTest: Event Goer and Host Value PropositionTest: Sponsors Value PropositionKey Activities: Product Development, Marketing, Risk MitigationTest: Increase value for Event Goers
Pivot Canvas #2: A website that facilitates events organization in ChinaTest: Event Host Value Proposition
Pivot Canvas #3: A renren app that ranks and reviews all aspects of China college campus life
Test: User Value Proposition
Event Host Event Goer
Name: An Qi Huang• Junior at Wuhan University, major in
Economics• Loves music and psychology• Student leader of Yoga Club• Organizes weekly yoga sessions• Wants to attract many event attendants
Name: Yu Zhou Wang• Junior at Shanghai Jiaotong University,
majoring in EE• Interested in a variety of sports, street
dancing, music and comics• Actively finds events on renren.com, BBS
and through word of mouth
5% commission
$100 per year
$200 initial user acquisition/school
China’s Market
Users: 1. Events goers2. Events Hosts
Customers:1. Local small
businesses2. Events Hosts
1. Bid ranking for events2. Sponsor recommendation3. Subscription for local businesses
1. Renren.com2. Campus Map
providers3. Companies with
established network with student body
4. Local “Groupon” companies
1. App design and development2. Server/Web Hosting3. Marketing
1. Promotion2. App Development3. Marketing4. Early adopter
acquisition
1. Student bodies connection
2. User base in renren3. Sponsor base in
“Groupon” companies
Events Hosts: Cost reduction, increased reach, sponsor matching
Events Goers: Event info aggregation, Social influence
Local Businesses: Exposure to students through web advertisement, Attendants analysis
Events Hosts: post-event feedback and social connection
Event sponsors: Post-event feedback
Distribution + user acquisition: Renren.com
Sponsor acquisition: Local “Groupon” companies
0
00 0 0 0
00
0
China’s Market
Users: 1. Events goers2. Events Hosts
Customers:1. Local small
businesses2. Events Hosts
1. Bid ranking for events2. Sponsor recommendation3. Subscription for local businesses
1. Renren.com2. Campus Map
providers3. Companies with
established network with student body
4. Local “Groupon” companies
1. App design and development2. Server/Web Hosting3. Marketing
1. Promotion2. App Development3. Marketing4. Early adopter
acquisition
1. Student bodies connection
2. User base in renren3. Sponsor base in
“Groupon” companies
Events Hosts: Cost reduction, increased reach, sponsor matching
Events Goers: Event info aggregation, Social influence
Local Businesses: Exposure to students through web advertisement, Attendants analysis
Events Hosts: post-event feedback and social connection
Event sponsors: Post-event feedback
Distribution + user acquisition: Renren.com
Sponsor acquisition: Local “Groupon” companies
0
00 0 0 0
00
0
Test: Value Proposition for Event goers/hosts
China’s Market
Users: 1. Events goers2. Events Hosts
Customers:1. Local small
businesses2. Events Hosts
1. Bid ranking for events2. Sponsor recommendation3. Subscription for local businesses
1. Renren.com2. Campus Map
providers3. Companies with
established network with student body
4. Local “Groupon” companies
1. App design and development2. Server/Web Hosting3. Marketing
1. Promotion2. App Development3. Marketing4. Early adopter
acquisition
1. Student bodies connection
2. User base in renren3. Sponsor base in
“Groupon” companies
Events Hosts: Cost reduction, increased reach, sponsor matching
Events Goers: Event info aggregation, Social influence
Local Businesses: Exposure to students through web advertisement, Attendants analysis
Events Hosts: post-event feedback and social connection
Event sponsors: Post-event feedback
Distribution + user acquisition: Renren.com
Sponsor acquisition: Local “Groupon” companies
68
68
68
68
0 0 0
00
0
0 0
0
Test: Value Proposition for local businesses
China’s Market
Users: 1. Events goers2. Events Hosts
Customers:1. Local small
mediumbusinesses
2. Events Hosts
1. Bid ranking for events2. Sponsor recommendation3. Subscription for local businesses
1. Renren.com2. Campus Map
providers3. Companies with
established network with student body
4. Local “Groupon” companies
1. App design and development2. Server/Web Hosting3. Marketing
1. Promotion2. App Development3. Marketing4. Early adopter
acquisition
1. Student bodies connection
2. User base in renren3. Sponsor base in
“Groupon” companies
Events Hosts: Cost reduction, increased reach, sponsor matching
Events Goers: Event info aggregation, Social influence
Local Businesses: Exposure to students through web advertisement, Attendants analysis
Events Hosts: post-event feedback and social connection
Event sponsors: Post-event feedback
Distribution + user acquisition: Renren.com
Sponsor acquisition: Local “Groupon” companies
68
68
19 19
87
0 0
0
0
00
Key Activities
China’s Market
Users: 1. Events goers2. Events Hosts
Customers:1. Local small
medium businesses
2. Events Hosts
1. Bid ranking for events2. Sponsor recommendation3. Subscription for local businesses
1. Renren.com2. Campus Map
providers3. Companies with
established network with student body
4. Local “Groupon” companies
1. App design and development2. Server/Web Hosting3. Marketing
1. Promotion2. App Development3. Marketing4. Early adopter
acquisition
1. Student bodies connection
2. User base in renren3. Sponsor base in
“Groupon” companies
Events Hosts: Cost reduction, increased reach, sponsor matching
Events Goers: Event info aggregation, Social influence
Local Businesses: Exposure to students through web advertisement, Attendants analysis
Events Hosts: post-event feedback and social connection
Event sponsors: Post-event feedback
Distribution + user acquisition: Renren.com
Sponsor acquisition: Local “Groupon” companies
68
68
19 19
87
37
5 8
0
0
29
Aggressive Marketing
China’s Market
Users: 1. Events goers2. Events Hosts
Customers:1. Local small
medium businesses
2. Events Hosts
1. Bid ranking for events2. Sponsor recommendation3. Subscription for local businesses
1. Renren.com2. Campus Map
providers3. Companies with
established network with student body
4. Local “Groupon” companies
5. Overseas colleges
1. App design and development2. Server/Web Hosting3. Marketing
1. Promotion2. App Development3. Marketing4. Early adopter
acquisition5. Building overseas
Chinese networking
1. Student bodies connection
2. User base in renren3. Sponsor base in
“Groupon” Corps4. Overseas connection
Events Hosts: Cost reduction, increased reach, sponsor matching
Events Goers: Event info aggregation, Social influence, overseas exposure, inter-college, celebrity events
Local Businesses: Exposure to students by web advertisement, Attendants analysis
Events Hosts: post-event feedback and social connection
Event sponsors: Post-event feedback
Distribution + user acquisition: Renren.com
Sponsor acquisition: Local “Groupon” companies
68
111
19 19
87
37
5 41
0
0
62
Test: Increase value proposition for event goers
China’s Market
Users: 1. Events goers2. Events Hosts
Customers:1. Local small
medium businesses
2. Events Hosts
1. Bid ranking for events2. Sponsor recommendation3. Subscription for local businesses
1. Renren.com2. Campus Map
providers3. Companies with
established network with student body
4. Local “Groupon” companies
5. Overseas colleges
1. App design and development2. Server/Web Hosting3. Marketing
1. Promotion2. App Development3. Marketing4. Early adopter
acquisition5. Building overseas
Chinese networking
1. Student bodies connection
2. User base in renren3. Sponsor base in
“Groupon” Corps4. Overseas connection
Events Hosts: Cost reduction, increased reach, sponsor matching
Events Goers: Event info aggregation, Social influence, overseas exposure, inter-college, celebrity events
Local Businesses: Exposure to students by web advertisement, Attendants analysis
Events Hosts: post-event feedback and social connection
Event sponsors: Post-event feedback
Distribution + user acquisition: Renren.com
Sponsor acquisition: Local “Groupon” companies
China’s Market
Users:Individual event hosts
Customer:F&B/Retail/Entertainment Shops
Major SNS:1. Renren.com2. Weibo3. QQgroups4. Fetion SMS
Users:1. Automated Service
Restaurants/Retail Shops:1. Automated Service
Targeted Advertisements:Monthly subscription packages for advertisement on our site.
1. App design and development2. Server/Web Hosting3. Marketing cost
Major SNS:1. Renren.com2. Weibo3. QQgroups4. Fetion SMS
1. Customer Development
2. Product Development
3. Marketing
Event Hosts:1. Improve scheduling2. Time reduction3. Multi-platform
broadcast4. Recommendations
for event related resources
F&B/Retail/Entertainment Shops:1. Targeted
advertisement to events that will happen
1. Developer2. Large user base
on all major SNS
68
19
0 0
00
0
0
0
China’s Market
Users:Individual event hosts
Customer:F&B/Retail/Entertainment Shops
Major SNS:1. Renren.com2. Weibo3. QQgroups4. Fetion SMS
Users:1. Automated Service
Restaurants/Retail Shops:1. Automated Service
Targeted Advertisements:Monthly subscription packages for advertisement on our site.
1. App design and development2. Server/Web Hosting3. Marketing cost
Major SNS:1. Renren.com2. Weibo3. QQgroups4. Fetion SMS
1. Customer Development
2. Product Development
3. Marketing
Event Hosts:1. Improve scheduling2. Time reduction3. Multi-platform
broadcast4. Recommendations
for event related resources
F&B/Retail/Entertainment Shops:1. Targeted
advertisement to events that will happen
1. Developer2. Large user base
on all major SNS
1. Developer2. Large user base
on all major SNS
68
19
0 0
00
0
0
0
Test: Value Proposition for Event Hosts
Freshmen:Uncertain about new environment, want to know more about courses to take and which professors are good
Sophomore:Care more about campus events and social life
Junior:Worry about next steps ( jobs, graduate school, going abroad) and means to get them
Senior:Settled for next steps in life and wants to enjoy the rest of college life (party places, restaurants, and other fun places)
Insight: Students have different focus during different stage of their college life.
Idea: A website that allows college student to benefit from the wisdom of the crowd in making decisions that will impact their lives socially and academically, and make their campus life more colorful.
Product
FoodRetail Shops
CoursesJobs/Internships
CampusEvents
…
China’s Market
Users: 1. Events goers2. Events Hosts
Customers:1. Local small
medium businesses
2. Events Hosts
1. Bid ranking for events2. Sponsor recommendation3. Subscription for local businesses
1. Renren.com2. Campus Map
providers3. Companies with
established network with student body
4. Local “Groupon” companies
5. Overseas colleges
1. App design and development2. Server/Web Hosting3. Marketing
1. Promotion2. App Development3. Marketing4. Early adopter
acquisition5. Building overseas
Chinese networking
1. Student bodies connection
2. User base in renren3. Sponsor base in
“Groupon” Corps4. Overseas connection
Events Hosts: Cost reduction, increased reach, sponsor matching
Events Goers: Event info aggregation, Social influence, overseas exposure, inter-college, celebrity events
Local Businesses: Exposure to students by web advertisement, Attendants analysis
Events Hosts: post-event feedback and social connection
Event sponsors: Post-event feedback
Distribution + user acquisition: Renren.com
Sponsor acquisition: Local “Groupon” companies
Users :China college students
Customers :Local businesses
Users:1. Make decision based on
wisdom of the crowd2. Student
discounts/offers/deals3. Have fun
Local Businesses: 1. Exposure to students2. Traffic redirect3. Obtain customer
feedbackDistribution/User acquisition channel:1. Renren.com
Sponsored Search:Local business pay for traffic on cost-per-click (CPC) modelAdvertisements:Monthly subscription packages for advertisement on our site. Offers/Deals:Take a percentage cut of offers and deals placed on our site.
Local Businesses:1. Personal service
Users:1. Automated Service
1. Renren.com2. College administration
1. Customer Development2. Product Development3. Marketing
1. Large college student user base in renren.com
2. Content from college administration
3. Details of local businesses around campus
4. Connections to popular people in colleges
1. App design and development2. Server/Web Hosting3. Marketing cost4. Content acquisition cost
Content channel:1. BBS2. College students3. School Administration4. Business review sites
0
00 0 0 0
00
0
Users :China college students
Customers :Local businesses
Users:1. Make decision based on
wisdom of the crowd2. Student
discounts/offers/deals3. Have fun
Local Businesses: 1. Exposure to students2. Traffic redirect3. Obtain customer
feedbackDistribution/User acquisition channel:1. Renren.com
Sponsored Search:Local business pay for traffic on cost-per-click (CPC) modelAdvertisements:Monthly subscription packages for advertisement on our site. Offer/Deals:Take a percentage cut of offers and deals placed on our site.
Local Businesses:1. Personal service
Users:1. Automated Service
1. Renren.com2. College administration
1. Customer Development2. Product Development3. Marketing
1. Large college student user base in renren.com
2. Content from college administration
3. Details of local businesses around campus
4. Connections to popular people in colleges
1. App design and development2. Server/Web Hosting3. Marketing cost4. Content acquisition cost
Content channel:1. BBS2. College students3. School Administration4. Business review sites
0
00 0 0 0
00
0
Test: Value Proposition for College Students
China’s Market
Users: 1. Events goers2. Events Hosts
Customers:1. Local small
businesses2. Events Hosts
1. Bid ranking for events2. Sponsor recommendation3. Subscription for local businesses
1. Renren.com2. Campus Map
providers3. Companies with
established network with student body
4. Local “Groupon” companies
1. App design and development2. Server/Web Hosting3. Marketing
1. Promotion2. App Development3. Marketing4. Early adopter
acquisition
1. Student bodies connection
2. User base in renren3. Sponsor base in
“Groupon” companies
Events Hosts: Cost reduction, increased reach, sponsor matching
Events Goers: Event info aggregation, Social influence
Local Businesses: Exposure to students through web advertisement, Attendants analysis
Events Hosts: post-event feedback and social connection
Event sponsors: Post-event feedback
Distribution + user acquisition: Renren.com
Sponsor acquisition: Local “Groupon” companies
0
0
00 0 0 0
00
0
China’s Market
Users: 1. Events goers2. Events Hosts
Customers:1. Local small
businesses2. Events Hosts
1. Bid ranking for events2. Sponsor recommendation3. Subscription for local businesses
1. Renren.com2. Campus Map
providers3. Companies with
established network with student body
4. Local “Groupon” companies
1. App design and development2. Server/Web Hosting3. Marketing
1. Promotion2. App Development3. Marketing4. Early adopter
acquisition
1. Student bodies connection
2. User base in renren3. Sponsor base in
“Groupon” companies
Events Hosts: Cost reduction, increased reach, sponsor matching
Events Goers: Event info aggregation, Social influence
Local Businesses: Exposure to students through web advertisement, Attendants analysis
Events Hosts: post-event feedback and social connection
Event sponsors: Post-event feedback
Distribution + user acquisition: Renren.com
Sponsor acquisition: Local “Groupon” companies
68
68
0 0 0
00
0
0 0
0
China’s Market
Users: 1. Events goers2. Events Hosts
Customers:1. Local small
mediumbusinesses
2. Events Hosts
1. Bid ranking for events2. Sponsor recommendation3. Subscription for local businesses
1. Renren.com2. Campus Map
providers3. Companies with
established network with student body
4. Local “Groupon” companies
1. App design and development2. Server/Web Hosting3. Marketing
1. Promotion2. App Development3. Marketing4. Early adopter
acquisition
1. Student bodies connection
2. User base in renren3. Sponsor base in
“Groupon” companies
Events Hosts: Cost reduction, increased reach, sponsor matching
Events Goers: Event info aggregation, Social influence
Local Businesses: Exposure to students through web advertisement, Attendants analysis
Events Hosts: post-event feedback and social connection
Event sponsors: Post-event feedback
Distribution + user acquisition: Renren.com
Sponsor acquisition: Local “Groupon” companies
68
68
19 19
87
0 0
0
0
00
China’s Market
Users: 1. Events goers2. Events Hosts
Customers:1. Local small
medium businesses
2. Events Hosts
1. Bid ranking for events2. Sponsor recommendation3. Subscription for local businesses
1. Renren.com2. Campus Map
providers3. Companies with
established network with student body
4. Local “Groupon” companies
1. App design and development2. Server/Web Hosting3. Marketing
1. Promotion2. App Development3. Marketing4. Early adopter
acquisition
1. Student bodies connection
2. User base in renren3. Sponsor base in
“Groupon” companies
Events Hosts: Cost reduction, increased reach, sponsor matching
Events Goers: Event info aggregation, Social influence
Local Businesses: Exposure to students through web advertisement, Attendants analysis
Events Hosts: post-event feedback and social connection
Event sponsors: Post-event feedback
Distribution + user acquisition: Renren.com
Sponsor acquisition: Local “Groupon” companies
68
68
19 19
87
37
5 8
0
0
29
China’s Market
Users: 1. Events goers2. Events Hosts
Customers:1. Local small
medium businesses
2. Events Hosts
1. Bid ranking for events2. Sponsor recommendation3. Subscription for local businesses
1. Renren.com2. Campus Map
providers3. Companies with
established network with student body
4. Local “Groupon” companies
5. Overseas colleges
1. App design and development2. Server/Web Hosting3. Marketing
1. Promotion2. App Development3. Marketing4. Early adopter
acquisition5. Building overseas
Chinese networking
1. Student bodies connection
2. User base in renren3. Sponsor base in
“Groupon” Corps4. Overseas connection
Events Hosts: Cost reduction, increased reach, sponsor matching
Events Goers: Event info aggregation, Social influence, overseas exposure, inter-college, celebrity events
Local Businesses: Exposure to students by web advertisement, Attendants analysis
Events Hosts: post-event feedback and social connection
Event sponsors: Post-event feedback
Distribution + user acquisition: Renren.com
Sponsor acquisition: Local “Groupon” companies
68
111
19 19
87
37
5 41
0
0
62
China’s Market
Users: 1. Events goers2. Events Hosts
Customers:1. Local small
medium businesses
2. Events Hosts
1. Bid ranking for events2. Sponsor recommendation3. Subscription for local businesses
1. Renren.com2. Campus Map
providers3. Companies with
established network with student body
4. Local “Groupon” companies
5. Overseas colleges
1. App design and development2. Server/Web Hosting3. Marketing
1. Promotion2. App Development3. Marketing4. Early adopter
acquisition5. Building overseas
Chinese networking
1. Student bodies connection
2. User base in renren3. Sponsor base in
“Groupon” Corps4. Overseas connection
Events Hosts: Cost reduction, increased reach, sponsor matching
Events Goers: Event info aggregation, Social influence, overseas exposure, inter-college, celebrity events
Local Businesses: Exposure to students by web advertisement, Attendants analysis
Events Hosts: post-event feedback and social connection
Event sponsors: Post-event feedback
Distribution + user acquisition: Renren.com
Sponsor acquisition: Local “Groupon” companies
China’s Market
Users:Individual event hosts
Customer:F&B/Retail/Entertainment Shops
Major SNS:1. Renren.com2. Weibo3. QQgroups4. Fetion SMS
Users:1. Automated Service
Restaurants/Retail Shops:1. Automated Service
Targeted Advertisements:Monthly subscription packages for advertisement on our site.
1. App design and development2. Server/Web Hosting3. Marketing cost
Major SNS:1. Renren.com2. Weibo3. QQgroups4. Fetion SMS
1. Customer Development
2. Product Development
3. Marketing
Event Hosts:1. Improve scheduling2. Time reduction3. Multi-platform
broadcast4. Recommendations
for event related resources
F&B/Retail/Entertainment Shops:1. Targeted
advertisement to events that will happen
1. Developer2. Large user base
on all major SNS
1. Developer2. Large user base
on all major SNS
68
19
0 0
00
0
0
0
China’s Market
Users:Individual event hosts
Customer:F&B/Retail/Entertainment Shops
Major SNS:1. Renren.com2. Weibo3. QQgroups4. Fetion SMS
Users:1. Automated Service
Restaurants/Retail Shops:1. Automated Service
Targeted Advertisements:Monthly subscription packages for advertisement on our site.
1. App design and development2. Server/Web Hosting3. Marketing cost
Major SNS:1. Renren.com2. Weibo3. QQgroups4. Fetion SMS
1. Customer Development
2. Product Development
3. Marketing
Event Hosts:1. Improve scheduling2. Time reduction3. Multi-platform
broadcast4. Recommendations
for event related resources
F&B/Retail/Entertainment Shops:1. Targeted
advertisement to events that will happen
1. Developer2. Large user base
on all major SNS
19 19
1. Developer2. Large user base
on all major SNS
87
19
19 0
00
0
0
0
China’s Market
Users: 1. Events goers2. Events Hosts
Customers:1. Local small
medium businesses
2. Events Hosts
1. Bid ranking for events2. Sponsor recommendation3. Subscription for local businesses
1. Renren.com2. Campus Map
providers3. Companies with
established network with student body
4. Local “Groupon” companies
5. Overseas colleges
1. App design and development2. Server/Web Hosting3. Marketing
1. Promotion2. App Development3. Marketing4. Early adopter
acquisition5. Building overseas
Chinese networking
1. Student bodies connection
2. User base in renren3. Sponsor base in
“Groupon” Corps4. Overseas connection
Events Hosts: Cost reduction, increased reach, sponsor matching
Events Goers: Event info aggregation, Social influence, overseas exposure, inter-college, celebrity events
Local Businesses: Exposure to students by web advertisement, Attendants analysis
Events Hosts: post-event feedback and social connection
Event sponsors: Post-event feedback
Distribution + user acquisition: Renren.com
Sponsor acquisition: Local “Groupon” companies
Users :China college students
Customers :Local businesses
Users:1. Make decision based on
wisdom of the crowd2. Student
discounts/offers/deals3. Have fun
Local Businesses: 1. Exposure to students2. Traffic redirect3. Obtain customer
feedbackDistribution/User acquisition channel:1. Renren.com
Sponsored Search:Local business pay for traffic on cost-per-click (CPC) modelAdvertisements:Monthly subscription packages for advertisement on our site. Offers/Deals:Take a percentage cut of offers and deals placed on our site.
Local Businesses:1. Personal service
Users:1. Automated Service
1. Renren.com2. College administration
1. Customer Development2. Product Development3. Marketing
1. App design and development2. Server/Web Hosting3. Marketing cost4. Content acquisition cost
Content channel:1. BBS2. College students3. School Administration4. Business review sites
1. Large college student user base in renren.com
2. Content from college administration
3. Details of local businesses around campus
4. Connections to popular people in colleges
0
00 0 0 0
00
0
Users :China college students
Customers :Local businesses
Users:1. Make decision based on
wisdom of the crowd2. Student
discounts/offers/deals3. Have fun
Local Businesses: 1. Exposure to students2. Traffic redirect3. Obtain customer
feedbackDistribution/User acquisition channel:1. Renren.com
Sponsored Search:Local business pay for traffic on cost-per-click (CPC) modelAdvertisements:Monthly subscription packages for advertisement on our site. Offers/Deals:Take a percentage cut of offers and deals placed on our site.
Local Businesses:1. Personal service
Users:1. Automated Service
1. Renren.com2. College administration
1. Customer Development2. Product Development3. Marketing
1. App design and development2. Server/Web Hosting3. Marketing cost4. Content acquisition cost
Content channel:1. BBS2. College students3. School Administration4. Business review sites
1. Large college student user base in renren.com
2. Content from college administration
3. Details of local businesses around campus
4. Connections to popular people in colleges
0
00 16 0 16
00
0