- Bent -Lean Launch Pad – Final Presentation

Team 7Vijay Kanneganti - Nikita Ushakov

Anaelle Medioni - Tanay DesaiInperson interviews:Online Survey:

No. of Interview:

Day 1 15

Day 2 22

Day 3 28

Day 4 41

Total 106

Day 1: Young innocents…

• Facebook, Twitter, (to be able to retrieve friends from them to our platform)

• Agents, people looking for talents

• Sponsors• Advertising agency

• Build a video sharing platform

• Generate an algorithm to determine popularity index

• Moderate the content

• Storage service• Office space• Developers• Startup capital

• On the go free global video sharing

• Accumulative content appreciation at varies levels – popularity index

• Simple easy design

Platform allows sharing of videos to showcase talents, in order to increase users’ popularity within the community to get recognition.

• Community sharing• Talent identification• Social networking

1. Tech meetups, add campaigns,

2. Customer feedback web-channel

3. Apple store and Google play

4. Web and mobile platforms

5. Updates

Mass Market Target group: • 15-28 years old• University and high

school students• Young sportsmen and

art aficionados• Talent admirers• Talent agents

• Fixed costs: office space, domain name, licenses• Variable costs: technical development, marketing

• Seed capital• Working capital• Private investment• Buyout or IPO

…when it comes to value proposition.

JURY FEEDBACKSCLASS FEEDBACKSFRIENDS FEEDBACKSPOTENTIAL CUSTOMER FEEDBACKS

OUR FAITH…

Contest…

visibility

Create more demand

Bent – Contests PlatformSign in

Support our video and picture contests by providing awards for the winners!

• Get visibility on our platform

• Get online content for your brand

• Get a generous and original image

And GROW !

Upload this on my:

Instagram Vine Youtube

Day 2: Coming with a new idea…

Contest…

visibilityCreate more

demand

Bent – Contests PlatformSign inSign in

Support our video and picture contests by providing awards for the winners!

• Get visibility on our platform

• Get online content for your brand

• Get a generous and original image

And GROW !

Upload this on my:

Instagram Vine Youtube

Rewards

Demand, Visibility,

Positive Image

Day 2: Coming with a new idea…

Day 2: Coming back with a new idea…

• Facebook, Instagram, Twitter, Pinterest and Vine

• Brands (clothing, accessories, technology and food)

• Merchandise and Product Sponsors

• Advertising agencies

• Event organizers

• Organize favorite brands for the users

• Monitor number of views/likes generated by an uploaded video or a picture

• Reward active users• Liaise with brands

Customers

• Video and photo campaigns to promote favorite brands, events and other products

• Winners receive awards from their favorite brands (monetary/non-monetary)

• Get: Monetize Social Activity• Keep: Rewards• Grow: Broadening brand

recognition

Customers

• Teenagers and university students

• Extensive social networkers

• Short film makers• Photo Editors• Art Aficionados• Brand Enthusiasts

• Fixed costs: office space, domain name, licenses• Variable costs: technical development, marketing data storage servers

• Free for users but a fee for corporates ?• Commission from brands • Seed capital• Working capital• Private investment

Brands

• Popular brands of clothing, electronics, automotive and food

• Get: Visibility• Keep: Brand Loyalty• Grow:

Brands

• Cheap ads from and for their targeted customers

• Superior visibility, promotion and exposure

• Diminished ad costs

• Storage servers• Office space• Developers• Startup capital

?...?...

?...

?...

1. Tech meetups, add campaigns,

2. Customer feedback web-channel

3. Apple store and Google play

4. Web and mobile platforms

5. Updates

Too vague…

Day 2: Coming back with a new idea…

- Focus more on small businesses

- We keep the 30 sec video duration

- Try to use already existing video and picture platforms (YouTube, Facebook etc.)

- Need for more clarity in our customer segments

Conclusions

- Online survey

-Marketing Professor Olivier Toubia interview

- Columbia students interviews

- Meetup Networking Events: Technology and Marketing

- Contacting Marketing seniors at Nike, Converse, Quicksilver

Experiments

- Partnerships with big sport-fashion brands as Nike, Adidas and etc.

- Users upload videos on our platform

- Targeting social network addicts, creative teenagers and college students

Hypothesis

In person interviews

Interested Not InterestedMaybe what kind of contests?

Day 3: Doubt… 2 main ideas around the same initial principle emerging of our confrontation with customer

• Facebook, Instagram, Twitter, Pinterest and Vine

• Brands (clothing, accessories, technology and food)

• Merchandise and Product Sponsors

• Advertising agencies

• Event organizers

• Organize favorite brands for the users

• Monitor number of views/likes generated by an uploaded video or a picture

• Reward active users• Liaise with brands

Customers

• Video and photo campaigns to promote favorite brands, events and other products

• Winners receive awards from their favorite brands

• Get: Monetize Social Activity• Keep: Rewards• Grow: Broadening recognition

and popularity

1. Web and mobile platforms2. USPS or just email to send

the rewards? How do we store/retail the rewards

3. Monetary or non-monetary dispatching ?

Customers

• Ages 18-30• Extensive social

networkers• Party hoppers• Short film makers• Photographers• Income <$80,000• Art Aficionados• Brand Enthusiasts

• Fixed costs: office space, domain name, licenses• Variable costs: technical development, marketing data storage servers

• Free for users but a fee for corporates ?• Commission from brands

Brands

• Clothing & Merchandise

• Electronics• Automotive • Food

• Get: Visibility• Keep: Brand Loyalty• Grow: Reduce marketing spend

and increase recognition

Brands• Cheap ads from and for

their targeted customers• Superior visibility,

promotion and exposure• Brand Loyalty• Diminished ad costs

• Storage servers• Office space• Developers• Startup capital

Mixed Emotions

- Disagreement on our value proposition: 2 different ideas… Need for a clear decision- 3 customer archetypes found for both of the 2 ideas- For the contest platform idea the MVP = website prototype + list of potential contests users can participate in

- A lot of users would prefer to upload pictures in stead of videos

Conclusions

- Interviews in shops on 5th Avenue- Interviews downtown (Bryant park and more…)-Interviews on the street.-Interviewed with managers of a few corporate brands

Experiments- Users would participate to online contests by uploading 30 seconds videos or pictures

-Users would hashtag brands they wear when uploading pictures if they are rewarded

Hypothesis

Day 3: Doubt… 2 business models around the same initial principle emerging of our confrontation with customers

Day 3: …or 2

• YouTube, Facebook, Instagram, Twitter, Pinterest, Vine, and other niche social networks

• Brands (clothing, accessories, technology and food)

• Merchandise and Product Sponsors

• Advertising agencies

• Event organizers

• Monitor number of views/likes generated by an uploaded video or a picture

• Control uploaded content and prevent any fraud

• Liaise with brands

Customers • Get:

• Keep:

• Grow:

1. Web and mobile platforms2. USPS or just email to send

the rewards? How do we store/retail the rewards

3. Monetary or non-monetary dispatching ?

Customers Segments

• Fixed costs: office space, domain name, licenses• Variable costs: technical development, marketing data storage servers

• Freemium for users • Commission from brands

Brands

• Get:

• Keep:

• Grow:

Brands

• Cheap ads from and for their targeted customers

• Superior visibility, promotion and exposure

• Brand Loyalty• Diminished ad costs

• Storage servers• Office space• Developers• Startup capital

Day 4: Guided by the voice of the streets… ab: both ideas; : contests platform idea; : personal promotion idea

Just-wanna-have-fun guys

Extreme sports passionate

Arty ones

Instachicks

Benefit huntersHipsters

Fashion Brands

Extreme sports equipment shops

Small businesses

Columbia students contests

Rewards from brands

Extremely Narrowed Targets, contacted directly

Small Businesses Networking EventsIncreased demand and visibiltyWord Of Mouth

Social Media Presence

Express their creativity

Earn money

Support NGOs and small businesses

Organize video and picture contests

Professional Photographers and Video Producers

ab ab

Day 4: Testing the two visions…

-Small business are either not interested or not viable-Retarget big brands, schedule calls for next week.-”Instachicks” excited about rewards for hashtagging their pictures

Conclusions

- Users Interviews downtown- Extreme sports equipment, ski equipment shops in SoHo-Speak to small boutique shops-More interviews with “Instachicks”

ExperimentsAre small businesses viable customers?

Are “instachicks” interested in Bent?

Hypothesis

1

3

12

4

Small Businesses Interviews

Day 5: … to the Final Business Model Canvas

• Facebook, Instagram, Twitter, Pinterest, Vine, and other niche social networks

• Brands (clothing, accessories, technology and food)

• Merchandise and Product Sponsors

• Advertising agencies

• Event organizers

• Organize favorite brands for the users

• Monitor number of views/likes generated by an uploaded video or a picture

• Reward active users• Liaise with brands

Customers

• Video and photo campaigns to promote favorite brands, events and other products

• Receive rewards for “hashtagging” brands on your picture

• Get: Monetize Social Activity• Keep: Rewards• Grow: Watermark pictures and

exclusivity

1. App stores2. Electronic transaction for

money or email for coupon as a reward

Customers

• Fixed costs: office space, domain name, licenses• Variable costs: technical development, marketing, data storage servers

• Freemium for users • Brand payments for the impact created by the users

Brands

• Get: Visibility• Keep: Brand Loyalty• Grow: Reduce marketing spend

and increase recognition

Brands• Cheap ads from and for

their targeted customers• Superior visibility,

promotion and exposure• Brand Loyalty• Diminished add costs

• Office space• Developers• Startup capital to reward

users before getting the visibility

• Storage servers

Just-wanna-have-fun guys

Extreme sports passionate

Arty ones

Insta-chicks

Benefit hunters

Hipsters

Fashion Brands

Extreme sports equipment shops

Small businesses

Conclusions

Insta-chicks

• 20-35 years old

• Brand aware, willing to demonstrate brands

• Active social network users (posting on average 1 picture per day)

• High number of followers (from 500 users)

• Popular person with social influence

• Kind of typical high school cheerleader captain

Customer archetypeValue definition

Exclusive Platform that allows users to hashtag, upload and monitor brand impact of their pictures in exchange for rewards.

Customer relations

• Get: Only certain popular users (more than 500 followers) can join, therefore creating exclusivity

• Keep: Consistently rewarding active users for uploading and “hashtagging”pictures

• Grow: Watermark images uploaded by the users to create virality effect

Revenue Streams• Average CPM of similar platforms is $10-

20. We use $6 where $5 goes to the user per picture

• Assuming 50K users captured• Revenue = 6MM per months

Next steps

We might have a business which is scalable!

• Meet with Advertising and Marketing experts to Validate model feasibility

• Identify and tie up with a CTO

• Meet with brand representatives to ensure their interests in our concept

• Speak to more of the archetype customers about how much they should earn to use our platform

• Run experiments to measure the impact of hashtagging brands on social networks

• Design functioning platform

• Test the platform and adjust

• Get traction by establishing relationship with key strategic partners