Project-Lean Launchpad Class with Steve Blank
- 1. Politik Inn -- A platform to connect the masses with the local politicians Total # of interviews : 52 Initial interviews: 10 Day 1: Users -18 Day2: Users -7 ,Politicians - 1 Day 3: Users - 2 ,Influencers - 3 Day 4: Users - 5 , Politicians - 1 Day 5: Users: 5,Politician (over phone) - 1 Aditya Kariappa Asli Ehliz Natalia Pastrana Mohar Chakrabarty
- 2. Business Canvas: DAY 1 Problem Solution Key Value Proposition Unfair Advantage Customer Segment/User Types 1) No central repository to know and connect to our local politicians. 2) Low interest from masses in politics. 1) Create a dynamic repository (updated by users consistently) of related content for the political eco system. 2) Increase engagement and interactions between voters and politician. 3) Connect the entire political eco system. 1) Will increase transparency 2) Will reduce corruption 3) Will connect politicians with the mass 4) Politicians can in turn use this for their campaign and voter research 1) Blue Ocean: No major competitors as of now. 1) For the millennial and Gen X 2) Politically active people 3) Two sided market: For the entire political eco system such as Politicians at all levels Voters/Common People Political Parties Politicians who contested and lost Political scientists Journalist/reporters specialized on politics public policy makers/decision makers Macroeconomists Professors/Experts/Authors related to this field Key Metrics Channels 1) No. of politicians who signed up 2) Site traffic 3) No. of users 4) Engagement metrics (comments/likes, etc) 1) Own WebPages and mobile apps along with datacenters. 2) Will be integrated with all leading social media channels and digital newspapers Cost Structure Revenue Streams -- IT Costs -- Labor Costs -- Floor Space (Office Costs) -- Advertisement Costs Advertising Local (Pay Per Click) Sponsored Ads (Pay Per Click) Brand Advertising Display Ads (Pay Per Click) Banner Ads (Pay Per Click) Sponsored Ads (Pay Per Click) High price for expert, extreme and analogous users (Political Journalist, Public policy makers, Professors, academicians) Price for no advertisements • Resale of data (APIs, Email, mobile ads ) • Retargeted Ads • Tiered pricing • Partnerships • % of donations (Pay for Performance) • Subscription Model
- 3. Top 5 Riskiest Assumptions for Day2 • There is a need (pain points) for this kind of a platform • Users would like to have this kind of a platform. Do they actually see some kind of a value proposition from a platform like this • The end users will use this product • When end users will use this product, politicians will use this product • Influencers sees some value proposition from this kind of a platform
- 4. Business Canvas: DAY 2 Problem Solution Key Value Proposition Unfair Advantage Customer Segment/User Types 1) No central repository to know and connect to our local politicians. 2) Low interest from masses in politics. 1) Create a dynamic repository (updated by users consistently) of related content for the political eco system. 2) Increase engagement and interactions between voters and politician. 3) Connect the entire political eco system. - ) Will increase transparency 2) Will reduce corruption 3) Will connect politicians with the mass 4) Politicians can in turn use this for their campaign and voter research A space where their voices could be heard by local elected authorities. 1) Blue Ocean: No major competitors as of now. Users- CLASSIFIED BY DEMOGRAPHIC ATTRIBUTES 1) Age- 18- 65 2) Living in Brooklyn, Manhattan or NJ 3) Student, working part time or full time Key Metrics Channels 1) No. of politicians who signed up 2) Site traffic 3) No. of users 4) Engagement metrics (comments/likes, etc) 1) Own WebPages and mobile apps along with datacenters. 2) Will be integrated with all leading social media channels and digital newspapers Cost Structure Revenue Streams -- IT Costs -- Labor Costs -- Floor Space (Office Costs) -- Advertisement Costs Advertising Local (Pay Per Click) Sponsored Ads (Pay Per Click) Brand Advertising Display Ads (Pay Per Click) Banner Ads (Pay Per Click) Sponsored Ads (Pay Per Click) High price for expert, extreme and analogous users (Political Journalist, Public policy makers, Professors, academicians) Price for no advertisements • Resale of data (APIs, Email, mobile ads ) • Retargeted Ads • Tiered pricing • Partnerships • % of donations (Pay for Performance) • Subscription Model
- 5. Risky Assumptions for Day3 • People who are tech savvy, 18-25 year old will be interested in connecting politicians online • People would like to express their thoughts irrespective of whether they like or dislike politicians • People in NYC are interested in politics and they like to address issues for the community • Politicians care about the issues of the common masses
- 6. Business Canvas: DAY 3 Problem Solution Key Value Proposition Unfair Advantage Customer Segment/User Types 1) No central repository to know and connect to our local politicians. 2) Low interest from masses in politics. 1) Create a dynamic repository (updated by users consistently) of related content for the political eco system. 2) Increase engagement and interactions between voters and politician. 3) Connect the entire political eco system. 1) Will increase transparency 2) Will reduce corruption 3) Will connect politicians with the masses 4) Politicians can in turn use this for their campaign and voter research 1) Blue Ocean: No major competitors as of now. Consumers Male Age 45+ Live in NYC Registered voter but stopped voting Interest in politics Concern about safety (crime), cleaning and housing issues Key Metrics Channels 1) No. of politicians who signed up 2) Site traffic 3) No. of users 4) Engagement metrics (comments/likes, etc) 1) Own WebPages and mobile apps along with datacenters. 2) Will be integrated with all leading social media channels and digital newspapers Cost Structure Revenue Streams -- IT Costs -- Labor Costs -- Floor Space (Office Costs) -- Advertisement Costs Advertising Local (Pay Per Click) Sponsored Ads (Pay Per Click) Brand Advertising Display Ads (Pay Per Click) Banner Ads (Pay Per Click) Sponsored Ads (Pay Per Click) High price for expert, extreme and analogous users (Political Journalist, Public policy makers, Professors, academicians) Price for no advertisements • Resale of data (APIs, Email, mobile ads ) • Retargeted Ads • Tiered pricing • Partnerships • % of donations (Pay for Performance) • Subscription Model
- 7. Work Flow for Community Issues Mayor Town Clerk Committees Community Service Team Constituent Representative Chief Of Staff Mayor Secretary
- 8. Risky Assumptions for Day 4 • Target customer profile will be interested in communicating with politicians if there is a platform that they can address the housing issues • This platform will reduce the time to delegate those issues to Councils • The Chief of Staff is the person who is in charge to solve the citizens main concerns
- 9. District Council email Letter twitter Response Time Test +1 day, No response Facebook 1 day, No response Webpage- format 1 day, No Response 1day,No posting unless he is connected 1 day, Same Day NYC District Council but still waiting for response from authority No Response Yet
- 10. Business Canvas: DAY 4Key Partners Key Activities Key Value Proposition Customer Relationships Customer Segment/User Types • Political Journalist • Early Adopters • Mayors • Chief of Staff • Director of Community Services •. Development of the platform • Marketing and Advertising •Gathering the data the mayors and chief of staff and related the authorities regarding the housing issues • Enable the users to communicate their pain point about housing issues directly to the politicians with a quicker response time • Empower the users, so their collective voices will be heard by the related authorities • Trust the platform • Community Manager • Retentive Consumer Male Age 45+ Live in New York Metro Area Registered voter but stopped voting Interest in politics Continuous struggle with housing issues Key Resources Channels • IT people • Marketing people • Contact information of the mayors and chief of the staff and related authorities • iOS App Cost Structure Revenue Streams •IT Costs •Labor Costs •Floor Space (Office Costs) •Advertisement Costs • Freemium
- 11. Target Customer Profile • Male • Age 45+ • Low Income • Live in New York Metro Area • Registered voter but stopped voting • Interest in politics • Continuous struggle with housing issues “We don’t trust politicians”. “It doesn’t matter what we think”!!!!
- 12. Two Routes Politik Inn Software Internet Based Test: Interview Town Clerks, Chief of Staff Pass: 1 out of 5 say Y Test: People with housing and ask if they would rate Pass: 1 out of 5 say Y Target Customer Segment: “We don’t trust politicians”. “It doesn’t matter what we think”!!!! Journalist1: “Politicians should consider their voters like customers”. Journalist2: “ Politicians have a narcissistic complex. They want to be liked by all”.
- 13. Business Canvas DAY 5 : Test1Key Partners Key Activities Key Value Proposition Customer Relationships Customer Segment/User Types • Town Clerk • Mayors • Chief of Staff • Director of Community Services •. Development of the software • Marketing and Advertising • Enable the users to communicate their pain point about housing issues directly to the politicians with a quicker response time • Empower the users, so their collective voices will be heard by the related authorities • Prioritizing the housing issues (affordable housing and lease problems) for the chief of staff •Relationship with Town Clerk & Chief of Staff Consumers Male Age 45+ Live in New York Metro Area Registered voter but stopped voting Interest in politics Continuous struggle with housing issues User Town Clerk Buyer Chief of Staff Key Resources Channels • IT people • Marketing people • Direct Sales of Software Products Cost Structure Revenue Streams •IT Costs •Labor Costs •Floor Space (Office Costs) •Advertisement Costs • Licensing (up sell on Analytics)
- 14. Our Initial Idea Voters/Common People Elected Politicians Non - Elected Politicians Entire political eco system Political Parties Political ScientistPolitical Journalist Public policy Maker Macroeconomist Professors/Expert s/Authors
- 15. Do they care? Hell Yeah!! Day1 Day5
- 16. So we Pivoted (Politik Inn Electifi) •From a multi sided platform to a User Generated /Long Tail Model •From eBay of politics to Yelp for Politics
- 17. Business Canvas DAY 5 : Test 2Key Partners Key Activities Key Value Proposition Customer Relationships Customer Segment/User Types • Political Journalist • Early Adopters • Mayors • Chief of Staff • Director of Community Services •. Development of the platform • Marketing and Advertising •Gathering the data the mayors and chief of staff and related the authorities regarding the housing issues • Enable the users to communicate their pain points about housing issues collectively • Empower the users, so their collective voices will be heard by the related authorities • Collectively address the issues • Community Manager • Retentive Consumer Male Age 45+ Live in New York Metro Area Registered voter but stopped voting Interest in politics Continuous struggle with housing issues Key Resources Channels • IT people • Marketing people • Contact information of the mayors and chief of the staff and related authorities • iOS App Cost Structure Revenue Streams •IT Costs •Labor Costs •Floor Space (Office Costs) •Advertisement Costs • Free for consumers •Ad based Revenue
- 18. Proposed Use Case 1000 ppl Does not take action Automated Notifications When politicians do not respond notifications goes to rate them Get Rated Politic al Journa lists picks it up Goes Vocal Picture Mayors
- 20. Mockups (1)
- 21. Mockups (2)
- 22. Mockups (3)
- 23. Petal Diagram Non- Direct Competitors Closest Competitors Substitutes Allies The local town website
- 24. Features • Functional Online user friendly platform to dynamically prioritize the issues of the local masses. • Emotional Users feel that their voices are being heard and their pain points are being addressed Users feel that they are part of a community • Social The power shifts from politicians to users
- 25. Market Size Our Opportunity 200K Total Potential Market 400K Total Market Size 10 M Total Available Market No of iPhone users in US: 63M Total population of US: 300 M Population of tri-state area: 20 M Ratio: 0.067 iPhone users in the tri-state area = 4.2 M People with housing issues= 400K Realistic Market (Users): 200K Source: http://www.statista.com/statistics/232790/forecast-of-apple-users-in-the-us/; https://www.google.com/webhp?sourceid=chrome- instant&ion=1&espv=2&ie=UTF-8#q=population+of+us
- 26. Has an Inbuilt Potential to Scale
- 27. Back-Up
- 28. The Math