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My final presentation in Stanford's undergrad startup class, ENGR145.
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Andrew Martin, Interaction Design Brandon Ly, Product Design
Sandy Huang, Computer Science
Jesse, 30
Alice, 26 &
Tyler, 19
Rebecca, 18 &
90% of surveyed females said that they keep track of memories in romantic relationships 70% of surveyed males said that they keep track of memories in romantic relationships
a scrapbook - I like that it's colorful and tangible; I don't like that it takes a long time to put together and isn't really live-updated, so we miss stuff�
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a scrapbook - I like that it's colorful and tangible; I don't like that it takes a long time to put together and isn't really live-updated, so we miss stuff� I like visual things, so pictures [are] nice ... I don't like how it takes extra time to create the thing to keep track of memories though. ��
“
”
a scrapbook - I like that it's colorful and tangible; I don't like that it takes a long time to put together and isn't really live-updated, so we miss stuff� I like visual things, so pictures [are] nice ... I don't like how it takes extra time to create the thing to keep track of memories though. ��[we] rarely get around to writing [a journal], but it's pretty and a nice couple activity”
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-“scrapbooking” is too time intensive -memories are scattered across email, text, chat messages, photos, physical memorabilia -people want to keep some memories private and others public
Problem:
boxes of physical things (“my hope chest of sorts”): ticket stubs, letters, corsages� physical mementos: scrapbooks, photo albums, private & shared journals, quilts� online photos: Facebook photos, Photobucket, Dropbox,� messages: Facebook / Gchat, email, text messages, blogs, Google docs, ‘email scrapbooks’, ‘word doc scrapbooks’, ‘text message spreadsheets’
Need-finding : current workarounds
Young adults Ages 15-30
Long-distance relationships
Kept is a mobile micro-journal that allows two people in a relationship to collaboratively share their thoughts, moments, photos, and other memories on a joint, private account.
Key Features:
Key Features:
joint account
Key Features:
joint account
aggregation of correspondence
Key Features:
joint account
fully searchable
aggregation of correspondence
Key Features:
joint account
fully searchable
aggregation of correspondence
social media integration (2-way)
The #1 most important thing is to find the key influencers in your target market, and get them using your product. The rest will follow.
“ ”
Jack Dorsey, Founder of Twitter and Square, on Marketing Strategy:
Key influencers? -celebrity couples endorsements -relevant communities (relationship advice forums, match.com) -key bloggers
Marketing and Partnership Ideas? -partner with facebook / match.com? -viral story videos -couples incentive??
$3 - $5
$3 - $5
freemium / payment?
Competition:
Today’s technologies, products, and services do not adequately serve the human need for intimacy and personal connections … In 2012, product companies will deliver new products that begin narrowing the social circle and capturing intimacy and authenticity.
“ ”
-Nathan Weyer, Vice President of Business Development at frog
Total Available Market
160 million People in
relationships in the U.S.
1. Pew Internet and American Life Project: http://www.pewinternet.org/Reports/2006/Romance-in-America/Report.aspx
1
U.S. Census: http://www.census.gov/compendia/statab/2012/tables/12s0007.pdf
Total Available Market
Served Available Market
160 million
56 million People in
relationships in the U.S. with
smartphones 2
2. Pew Internet and American Life Project: http://pewinternet.org/Reports/2011/Smartphones/Summary.aspx In-Stat: http://news.cnet.com/8301-13506_3-20095949-17/in-stat-majority-in-u.s-to-have-smartphones-tablets-by-2015/
Total Available Market
Served Available Market
Target Market
160 million
56 million
14 million 15 - 30 year olds in the
U.S. in relationships, who use mobile apps 3
3. U.S. Census: http://www.census.gov/compendia/statab/2012/tables/12s0007.pdf Pew Internet Life Project : http://PewInternet.org/Reports/2011/Apps-update/Part-1/Who-downloads-apps-to-their-phone.aspx Nielson: http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2011-Reports/state-of-mobile-Q3-2011.pdf
4
4. Pew Internet Life Project : http://PewInternet.org/Reports/2011/Apps-update/Part-1/Who-downloads-apps-to-their-phone.aspx Nielson: http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2011-Reports/state-of-mobile-Q3-2011.pdf
160 m
56 m
14 m 20 m
104 m
160 m
By 2015 2011
- global mobile application revenue reached $15 billion in 2011 - almost triple that of 2010
5. Walsh 2011 - http://www.mediapost.com/publications/article/143686/
5
- global mobile application revenue reached $15 billion in 2011 - almost triple that of 2010 - the number of applications downloaded is growing exponentially, and will reach a total of 185 billion worldwide by 2014
5. Walsh 2011 - http://www.mediapost.com/publications/article/143686/
5
5
Future Growth Opportunities:
location-based content
maps integration
recommendations
Future Growth Opportunities:
location-based content
partnerships with local businesses
maps integration
food & entertainment promotions
printing bespoke albums
recommendations
meaningful connections
Questions ?
Product: mobile micro-journal for a couple to keep memories on a joint, private account. � Users: young couples 15-30 with smartphones� Problem: Current scrapbooking methods are too time intensive; memories decentralized; privacy is important� Distribution: We want to associate getting into a relationship with signing up for Kept.� Market Size: By 2015 the number of people in the US that have smartphones will almost double� Why us: Design + CS team
Recap