Marco columbia univ jan 2014

MARCOTransform the web into your personal library

Team 21 Day 5:Duare Perez Alonso

Mariano PayanoArvind Seth

Day 1 Interviews: 17Day 2 Interviews: 14Day 3 Interviews: 11Day 4 Interviews: 25Total Interviews: 67

Do you ever wish you knew what websites your friend visited to choose her latest outfit?

Do you ever wish you could show your friends how much you really know about football?

Do you ever wish your friends could see and use your favorite recipes?

Do you ever wish you could tag a product you see on any website and have someone work on sourcing you an offer?

Model Canvas (Day 1)

7. Key Partners:• Existing Similar

Research Based Models: Groupon , Pinterest, Yelp, etc.

• Ambassadors, Power Users, Content Developers

• Server & Infrastructure Providers

• Analytics & Business partners (eg. Google Analytics, Diffbot)

9. Cost Structure:• IT Maintenance• Domain ownership• End User & Business Partner acquisition

8. Revenue Streams:• Revenue shares from business partner offers• Display and click through advertising• Placement charges

5. Key Activities:• Marketing• Data management• Partnership

formation• Account mgmt.• Web & app dev.

6. Key Resources:• IT Infrastructure• Software developers• Sales force• End User and

Business Partner databases

1. Value Proposition:We believe in the power of learning from others.End Users: We organize your web-print, so that you can see it, change it, build on it and securely share it with the world.Business Partners:We don’t share user data to create demand, we influence demand by sharing with our users targeted offers from our business partners.

4. Customer Relationships:End Users:Advertising, Marketing, Beta ReleaseBusiness Partners:Consult them regularly for offers.

3. Channels:End User:Website and mobile app.

Business Partners:Personal relationships and web analytics portal.

2. Customer Segments:End Users:Mobile phone and computer users interested in capturing, viewing and in some cases sharing their web-print.

Business Partners:Initially online flash sale providers whose senior management we have access to: Expedia, Travelzoo, StreetEasy, Zillow. We will pivot based on user preference.

Monday Interviews: 17

Hypotheses Experiments Results

Users want to see a breakdown of their browsing history • Conduct interviews with

everyday web surfers

• Speak to academics or heavy researchers (eg. Professors, Students, etc.)

• Examine how people use current bookmarking features

• Present users with other tools and ask for opinion

• Observe users as they browse the web or shop for a particular item online

• Present a wireframe of the suggested platform

Casual Users: 50% noHeavy Users: 50% yes

Users want a better organizer for sites they access and want to re-

visitYes, mainly for academics or

heavy researchers

Users are willing to pay for an organizer Yes, but < $10 annually

Users want to be informed of their friends’ browsing history

Yes, want to be able to get recommended sites and follow

what others are viewing

Users want personalized deals Yes, but only for frequent online shoppers

Business partners are willing to make offers Need Answer

What We Learned? (Day 1)












1. Value Proposition:End Users: We organize your web-print, so that you can see it, change it, build on it and securely share it with the world.

Business Partners:We don’t share user data to create demand, we influence demand by sharing with our users targeted offers from our business partners.



Provide highly-focused and targeted offers

Transform the web into your personal library by:• Auto-generating

bookmarks• Storing web history to

provide quick recall• See other friend’s

libraries• Personalizing product

offers



Initially online flash sale providers whose senior management we have access to: Expedia, Travelzoo, StreetEasy, Zillow. We will pivot based on user preference.

Mobile phone and computer users interested in capturing, viewing and in some cases sharing their web-print.

End Users: Freemium

Business Partners:• Revenue shares from business partner

offers• Display and click through advertising• Placement charges

Website and mobile app.

Personal relationships and web analytics portal.

4. Customer Relationships:End Users:Advertising, Marketing, Beta Release

Business Partners:Consult them regularly for offers.

Advertising, Marketing, Beta Release

Consult them regularly for offers.


Tuesday Interviews: 14












heavy researchers




















Shoppers:

Business Partners:We don’t share user data to create demand, we influence demand by sharing with our users targeted offers








offers





End Users: Freemium








Consult them regularly for offers

• Personal relationships and web analytics portal.

• Sales Force

Shoppers: Provide personalized offers

• Content Seekers: Academics, Researches spending >3hrs/week searching, documenting

Shoppers:• Online Shoppers:

Online shoppers who spend ~$20+ per month

Shoppers: Freemium

Shoppers: Marketing/Ads, Better Offers, Rewards

Shoppers:Website, mobile app


Wednesday Interviews: 11












heavy researchers




















Shoppers:









offers





End Users: Freemium








Consult them regularly for offers


• Sales Force


• Content Seekers: Academics, Researchers spending >3hrs/week searching, documenting



Shoppers: Freemium





provide quick recall• Sharing with you

other friend’s libraries


Thursday Interviews: 25












heavy researchers










• Champions, Power Users, Content Developers



9. Cost Structure:• IT Maintenance• Domain ownership• End User acquisition


5. Key Activities:• Marketing• Data management• Web & app dev.

6. Key Resources:• IT Infrastructure• Software developers• End User databases


Shoppers:









offers









Business Partners:Consult them regularly for offers.Consult them regularly for offers


• Sales Force




Shoppers: Freemium





provide quick recall• Sharing with you

other friend’s libraries

Get: Advertising, Marketing, Beta Release

Keep: Simplicity, UX, privacy

Grow: New Features, Reward Programs, Referrals

• Casual:Content Seekers, regular users of Pinterest, Evernote, Insta-paper looking for content discovery and note retention.

• Heavy:Seasoned professionals ( eg. lawyers, businessmen, doctors), professors) who need to store, organize and share links, opinions and out-of-web content


End Users: FreemiumContent Seekers – regular heavy web users – content seekers, Pinterest, Evernote & Instapaper users - FreeSeasoned Professionals – 4.99$/month or 45$/year premium service for extra storage/sharing/uploads


Customer Segment:End User Archetypes

Casual User: Joe Browse

• Regular content seeker: Pinterest, Evernote, Instapaper user

• Accesses content related to:– Research projects, job function– News, blogs, forums– Goods, services looking to

purchase– Personal interests

Heavy User: Professor Store

• Seasoned professional• Need for organizing and

sharing web content and personal opinion

• Constant use of web to stay up to date on field news, colleague discoveries, etc.

FREE PREMIUM

Free Market Size

Total Addressable Market (80M)

Served Available Market (32M)

Target Market (3.2M)

Pinterest / Evernote users(80M)

40% of users(32M)

10% of users(3.2M)

Premium Market Size

Total Addressable Market(60M)

Served Available Market

(6M)

Target Market

(300,000)

NYC 20-60 year olds (5M)x30% affluent (1.5M)x40 cities (60M)

10% Heavy Web users(6M)

5%(300,000)

300,000 x $45 x 45% = $6M

Mobile App(IOS/

Droid)

Apple &Chrome

Stores

Apple & ChromeTop 10

Lists

Review Sites SEO

Channels/Revenue ModelFree (Casual Users)

Premium (Heavy Users)$45/yr

MARCOApple & Chrome

Store

Google Ads, Words

MARCOChampions

45% 30% 20% 5%

WebApp(Chrome)

Chrome Store

MARCO website

Review Sites:Apple & Chrome

Store top 10 lists

(Bloggers, Wired)

SEO(Paid google

adds)

What Will We Do Next?Areas of Focus• Continue to refine the archetype of a potential end user

• Decide on which specific functionality we want to focus on that provides the most value to our identified end user

• Further study of competition especially similar applications

• Create a tutorial for potential end users to better understand the Marco concept

• Launched www.marcolibrary.comDefine a clear MVP to re-test and re-do customer discovery based on pivots

• Go out and interview potential free and paid users

• Rinse and Repeat

http://www.marcolibrary.com/

APPENDIX

Customer Relationships

KEEP

Owned Media: Website,

Mobile app

Paid Media:Ads, Marketing GET GROW

• Champion Programs• Shopping Rewards• Product Updates• E-mails, RSS

Earned Media:Existing user invites, recommendations

• Diversification of features

• Integration of profile habits and targeted interests

• Auto-organization of accessed content

• Better sourced and better priced deals

• Referral Program

Get Strategy Explained

User Education: Tutorials

Increase Prominence

Host Website Viral Video

Get People TalkingInvite Users

SEO Process, Paid AdsBloggers, Recommenders, Industry moguls

Social Networking

SearchEngine

Research/Learning Tools

CustomerReview

Platform

MARCO

> $40Bn

> $5Bn> $5Bn

>$8bn

Competitive Landscape

CompetitorEst. # of Monthly

Users

Sync Bookmark

sPublic

Bookmarks Sharing Annotate Recommend Content Discovery Push Offers

GoogleBookmarks 120M

StumbleUpon 26M

Diigo1.1M

Delicious650,000

XmarksNA

• TechnologyArvind Seth

• End User sMariano Payano

• ProductDuare Perez Alonso

Team• Columbia EMBA 2014, Masters and

Undergrad in Computer Science• A decade of professional software

development (c++, JavaScript, ios/obj c)• Strong interest in user experience and UI

design

• Columbia Engineering 2014• Morgan Stanley Investment Banking Analyst• Global citizen, problem-solver, language

fanatic

• Columbia EMBA 2014, Oxford undergrad• Swiss Re (VP) Business Manager• Spanish banana mogul, ironman and

teaching enthusiast

Hypothesis Type Experiment Pass? Fail?

1. Users are willing to share browsing information provided the privacy terms are clearly defined.

Product Will you allow the application to index and save your browsing information. Will you be interested in sharing any links with others explicitly

I currently use bookmark tools (ex. Diigo). I share links with friends.

No. I do not want any browsing history stored even if I have the ability to turn off specific sites

2. User will access their personal library and web history on a mobile device,

Channel(Mobile) Do you browse extensively on a mobile device? Would you access your personal web library on a mobile device ?

I browse on a mobile device especially when travelling. I also use offline readers such as instapaper.

No. I only see quick links on the mobile device

3. User will search for multiple sites for information simultaneously

Product When searching for information on a topic (ex. Research, news, travel) do you have multiple tabs open on the browser?

Yes. I also rely on chrome (or browser) to maintain my saved tabs as I access them again

No. I normally search or browser for specific sites serially

4. User will revisit sites searched some days or weeks back

Product Do you ever find yourself browsing history to find information about a topic you looked at several days back?

I find myself doing that frequently. I have tried bookmarking but it becomes too busy or I forget

No. I rarely ever revisit history or I start my search anew on most topics

5. Users will pay to store large personalized web information for offline reading, tagging, uploading data

Revenue Model Do you currently pay for offline readers, cloud storage? Would you upgrade and pay for this app for additional storage, offline reading and uploads.

I currently use /paid 3.99$ for instapaper mobile app. I would consider paying a small subscription fee for additional storage.

No. I never pay for storage or for saving bookmarks, data, web information.

Hypothesis Type Experiment Pass? Fail?

1. Users read reviews on app store or well known review website

GET Strategy How do you search for a new mobile app?

I search by keywords but also see app store rankings, blogs and reviews. (ex. /.)

No. I know the app or search by keywords

2. Users search for apps/websites on google and click on paid ads

GET Strategy Do you search for software products on google?

I frequently search for new software products on google and click on paid ads.

I rarely click on paid ads or I use other avenues

3. User will search for chrome plugins on chrome store

Channel/GET Strategy

How do you hear about and download new chrome plugins

I search for new extensions on chrome store

I rarely use chrome store.

4. Users follow recommendations from well known reviewers, champions or friends

GET Strategy Have you ever purchased an application based on recommendations from a blog, review, facebook friends or someone you follow on twitter

Yes. That is the primary way to purchase apps.

No.

Saved ContentSaved Webs LinksDashboard

Friends<Search Dashboard>

Society

People

Politics

Concepts

Sports

Belief

Business

Arts

Education

Health

Technology

Wireframe

Saved ContentDashboard Saved Webs Links

<Search Webs Links> Friends

Wireframe (cont.)

App Mock-Up

THANK YOU !!