Marco columbia univ jan 2014
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The document summarizes the progress of a business model canvas over 5 days of interviews. Over 67 total interviews were conducted. On day 1, 17 interviews were conducted and it was learned that casual users do not want to see a breakdown of their browsing history, but heavy users do. It was also learned that users want a better organizer for sites they want to revisit. By day 5, the model had segmented customers into content seekers, online shoppers, and identified key partners, resources, revenue streams and costs.
Marco columbia univ jan 2014
- 1. MARCO Transform the web into your personal library Day 1 Interviews: 17 Day 2 Interviews: 14 Day 3 Interviews: 11 Day 4 Interviews: 25 Total Interviews: 67 Team 21 Day 5: Duare Perez Alonso Mariano Payano Arvind Seth
- 2. 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?
- 3. Model Canvas (Day 1) 7. Key Partners: 5. Key Activities: 1. Value Proposition: 4. Customer Relationships: 2. Customer Segments: • Existing Similar Research Based Models: Groupon , Pinterest, Yelp, etc. • Ambassadors, Powe r Users, Content Developers • Server & Infrastructure Providers • Analytics & Business partners (eg. Google Analytics, Diffbot) • Marketing • Data management • Partnership formation • Account mgmt. • Web & app dev. We believe in the power of learning from others. End Users: We organize your webprint, 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. End Users: Advertising, Marketing, Beta Release Business Partners: Consult them regularly for offers. End Users: Mobile phone and computer users interested in capturing, viewing and in some cases sharing their web-print. 3. Channels: Business Partners: Initially online flash sale providers whose senior management we have access to: Expedia, Travelzoo, Stre etEasy, Zillow. We will pivot based on user preference. 6. Key Resources: • • • • IT Infrastructure Software developers Sales force End User and Business Partner databases End User: Website and mobile app. Business Partners: Personal relationships and web analytics portal. 9. Cost Structure: 8. Revenue Streams: • IT Maintenance • Domain ownership • End User & Business Partner acquisition • Revenue shares from business partner offers • Display and click through advertising • Placement charges Monday Interviews: 17
- 4. What We Learned? (Day 1) Hypotheses Users want to see a breakdown of their browsing history Experiments • Users want a better organizer for • sites they access and want to revisit Conduct interviews with everyday web surfers Speak to academics or heavy researchers (eg. Professors, Students, etc.) Results Casual Users: 50% no Heavy Users: 50% yes Yes, mainly for academics or heavy researchers Users are willing to pay for an organizer • Examine how people use current bookmarking features Yes, but < $10 annually Users want to be informed of their friends’ browsing history • Present users with other tools and ask for opinion Yes, want to be able to get recommended sites and follow what others are viewing • Observe users as they browse the web or shop for a particular item online Yes, but only for frequent online shoppers Users want personalized deals Business partners are willing to make offers • Present a wireframe of the suggested platform Need Answer
- 5. Model Canvas (Day 2) 7. Key Partners: 5. Key Activities: 1. Value Proposition: 4. Customer Relationships: • Existing Similar Research Based Models: Groupon , Pinterest, Yelp, etc. • Ambassadors, Powe r Users, Content Developers • Server & Infrastructure Providers • Analytics & Business partners (eg. Google Analytics, Diffbot) • Marketing • Data management • Partnership formation • Account mgmt. • Web & app dev. End Users: We organize your webprint, so that you can Transform theit, build see it, change web into your and securely by: on it personal library • Auto-generating share it with the world. bookmarks • Storing web history to provide quick recall • See other friend’s libraries • Personalizing product offers Business Partners: We don’t share user data to create demand, we influence Provide highly-focused demand by sharing and targeted offers with our users targeted offers from our business partners. End Users: Advertising, Marketing, Advertising, Marketing, Beta Release Beta Release 6. Key Resources: • • • • IT Infrastructure Software developers Sales force End User and Business Partner databases Business Partners: Consult them regularly Consult them regularly for for offers. offers. 3. Channels: End User: Website and mobile app. Website and mobile app. Business Partners: Personal relationships Personal relationships and and web analytics web analytics portal. portal. 2. Customer Segments: End Users: Mobile phone and Mobile phone computer usersand computer users interested in capturing, interested in some viewing andin capturing, viewing and their webcases sharingin some cases sharing print. their web-print. Business Partners: Initially online flash sale Initially online flash sale providers whose senior providers whose senior management we have management we have access to: Expedia, access to: Travelzoo, StreetEasy, Expedia, Travelzoo, Street Zillow. We will pivot Easy, Zillow. We will pivot based on user based on user preference. preference. 9. Cost Structure: 8. Revenue Streams: • IT Maintenance • Domain ownership • End User & Business Partner acquisition • Revenue shares from business partner Partners: Business offers • Display and click through advertising • Revenue shares from business partner • Placement charges offers Tuesday Interviews: 14 End Users: Freemium • Display and click through advertising • Placement charges
- 6. What We Learned? (Day 2) Hypotheses Users want to see a breakdown of their browsing history Experiments • Users want a better organizer for • sites they access and want to revisit Conduct interviews with everyday web surfers Speak to academics or heavy researchers (eg. Professors, Students, etc.) Results Casual Users: 80% no Heavy Users: 20% yes Yes, mainly for academics or heavy researchers Users are willing to pay for an organizer • Examine how people use current bookmarking features Yes, but < $100 annually Users want to be informed of their friends’ browsing history • Present users with other tools and ask for opinion Yes, want to be able to get recommended sites and follow what others are viewing • Observe users as they browse the web or shop for a particular item online Yes, but only for frequent online shoppers Users want personalized deals Business partners are willing to make offers • Present a wireframe of the suggested platform Need Answer
- 7. Model Canvas (Day 3) 7. Key Partners: 5. Key Activities: 1. Value Proposition: 4. Customer Relationships: • Existing Similar Research Based Models: Groupon , Pinterest, Yelp, etc. • Ambassadors, Powe r Users, Content Developers • Server & Infrastructure Providers • Analytics & Business partners (eg. Google Analytics, Diffbot) • Marketing • Data management • Partnership formation • Account mgmt. • Web & app dev. End Users: We organize your webTransform the web into print,personalyou can by: your so that library seeAuto-generating • it, change it, build on bookmarks it and securely share it with the world.to • Storing web history End Users: Advertising, Marketing, B Advertising, Marketing, eta Release Beta Release Shoppers: Marketing/Ads, Better Offers, Rewards Business Partners: Consult them regularly for Consult them regularly for offers. offers 6. Key Resources: • • • • IT Infrastructure Software developers Sales force End User and Business Partner databases provide quick recall • See other friend’s libraries • Personalizing product offers Shoppers: Provide personalized Shoppers: offers Business Partners: We don’t share user data to create demand, Provide highly-focused we influence demand and targeted offers by sharing with our users targeted offers 3. Channels: End User: Website and mobile app. Website and mobile app. Shoppers: Website, mobile app Business Partners: Personal relationships • Personal relationships andand web analytics and web relationships Personalanalytics portal. web analytics portal. portal. • Sales Force 2. Customer Segments: End Users: Mobile phone and • Content Seekers: Mobile phone computer usersand Academics, Researches computer users interested in >3hrs/week spending capturing, interested in some viewing andin capturing, searching, documenting viewing and their webcases sharingin some cases sharing print. their web-print. Shoppers: • Online Shoppers: Online shoppers who spend ~$20+ per month Business Partners: Initially online flash sale Initially online flash sale providers whose senior providers whose senior management we have management we have access to: Expedia, access to: Travelzoo, StreetEasy, Expedia, Travelzoo, Street Zillow. We will pivot Easy, Zillow. We will pivot based on user based on user preference. preference. 9. Cost Structure: 8. Revenue Streams: • IT Maintenance • Domain ownership • End User & Business Partner acquisition • Revenue shares from business partner Partners: Business offers • Display and click through advertising • Revenue shares from business partner • Placement charges offers End Users: Freemium Wednesday Interviews: 11 Shoppers: Freemium • Display and click through advertising • Placement charges
- 8. What We Learned? (Day 3) Hypotheses Users want to see a breakdown of their browsing history Experiments • Users want a better organizer for • sites they access and want to revisit Conduct interviews with everyday web surfers Speak to academics or heavy researchers (eg. Professors, Students, etc.) Results Casual Users: 90% no Heavy Users: 10% yes Yes, mainly for academics or heavy researchers Users are willing to pay for an organizer • Examine how people use current bookmarking features Yes, but < $45 annually Users want to be informed of their friends’ browsing history • Present users with other tools and ask for opinion Yes, want to be able to get recommended sites and follow what others are viewing • Observe users as they browse the web or shop for a particular item online Yes, but only for frequent online shoppers Users want personalized deals Business partners are willing to make offers • Present a wireframe of the suggested platform Need Answer
- 9. Model Canvas (Day 4) 7. Key Partners: 5. Key Activities: 1. Value Proposition: 4. Customer Relationships: • Existing Similar Research Based Models: Groupon , Pinterest, Yelp, etc. • Ambassadors, Power Users, Content Developers • Server & Infrastructure Providers • Analytics & Business partners (eg. Google Analytics, Diffbot) • Marketing • Data management • Partnership formation • Account mgmt. • Web & app dev. End Users: We organize your webTransform the web into Transform the web into print,personalyou can by: your so that library your personal it, buildby: library seeAuto-generating • it, change • Auto-generating on bookmarks it and securely bookmarks share it with the world.to • Storing web history • Storing web history to provide quick recall provide quick recall • See other friend’s • Sharing with you other libraries friend’s libraries • Personalizing product offers Shoppers: Provide personalized Shoppers: offers Business Partners: We don’t share user data to create demand, Provide highly-focused we influence demand and targeted offers by sharing with our users targeted offers End Users: Advertising, Marketing, Advertising, Marketing, Beta Release Beta Release Shoppers: Marketing/Ads, Better Offers, Rewards Business Partners: Consult them regularly for Consult them regularly for offers. offers 6. Key Resources: • • • • IT Infrastructure Software developers Sales force End User and Business Partner databases 3. Channels: End User: Website and mobile app. Website and mobile app. Shoppers: Website, mobile app Business Partners: Personal relationships • Personal relationships and web web analytics and Personalanalytics and relationships portal. web analytics portal. portal. • Sales Force 2. Customer Segments: End Users: Mobile phone and • Content Seekers: Mobile phone computer usersand Academics, Researchers computer users interested in >3hrs/week spending capturing, interested in capturing, viewing and indocumenting searching, some viewing and their webcases sharingin some cases sharing print. their web-print. Shoppers: • Online Shoppers: Online shoppers who spend ~$20+ per month Business Partners: Initially online flash sale Initially online flash sale providers whose senior providers whose senior management we have management we have access to: Expedia, access to: Travelzoo, StreetEasy, Expedia, Travelzoo, Street Zillow. We will pivot Easy, Zillow. We will pivot based on user based on user preference. preference. 9. Cost Structure: 8. Revenue Streams: • IT Maintenance • Domain ownership • End User & Business Partner acquisition • Revenue shares from business partner Partners: Business offers • Display and click through advertising • Revenue shares from business partner • Placement charges offers Thursday Interviews: 25 End Users: Freemium Shoppers: Freemium • Display and click through advertising • Placement charges
- 10. What We Learned? (Day 4) Hypotheses Users want to see a breakdown of their browsing history Experiments • Users want a better organizer for • sites they access and want to revisit Conduct interviews with everyday web surfers Speak to academics or heavy researchers (eg. Professors, Students, etc.) Results Casual Users: 90% no Heavy Users: 10% yes Yes, mainly for academics or heavy researchers Users are willing to pay for an organizer • Examine how people use current bookmarking features Yes, but < $45 annually Users want to be informed of their friends’ browsing history • Present users with other tools and ask for opinion Yes, want to be able to get recommended sites and follow what others are viewing • Observe users as they browse the web or shop for a particular item online Yes, but only for frequent online shoppers Users want personalized deals Business partners are willing to make offers • Present a wireframe of the suggested platform Need Answer
- 11. Model Canvas (Day 5) 7. Key Partners: 5. Key Activities: 1. Value Proposition: 4. Customer Relationships: • Existing Similar Research Based Models: Groupon , Pinterest, Yelp, etc. • Champions, Power Users, Content Developers • Server & Infrastructure Providers • Analytics & Business partners (eg. Google Analytics, Diffbot) • Marketing • Data management • Web & app dev. End Users: We organize your webTransform the web into print, so that you can your personal library by: seeAuto-generating • it, change it, build on bookmarks it and securely share it with the world. • Storing web history to provide quick recall • See other friend’sother Sharing with you librarieslibraries friend’s • Personalizing product offers Shoppers: Provide personalized Shoppers: offers Business Partners: We don’t share user data to create Provide highly-focused demand, we influence and targeted offers demand by sharing with our users targeted offers End Users: Advertising, Marketing, Get: Advertising, Marketing, Beta Release Beta Release Shoppers: Marketing/Ads, Keep: Simplicity, UX, privacy Better Offers, Rewards Business Partners: Grow: New Features, Consult them regularly for Consult them regularly for Reward Programs, Referrals offers. offers 6. Key Resources: • IT Infrastructure • Software developers • End User databases 3. Channels: End User: Website and mobile app. Website and mobile app. Shoppers: Website, mobile app Business Partners: Personal relationships • Personal relationships andand web analytics and web relationships Personalanalytics portal. web analytics portal. portal. • Sales Force 2. Customer Segments: End Users: Mobile phone and • Casual: Mobile phone computer usersand Content Seekers, regular computer users interested in users of Pinterest, interested in capturing, capturing, viewing and Evernote, Insta-paper viewing and in some in some for content cases sharing looking casesweb-print. sharing their their web-print. discovery and note retention. Shoppers: • Online Shoppers: • Heavy: shoppers who Online Seasoned professionals ( spend ~$20+ per month eg. lawyers, businessmen, Business Partners: who doctors), professors) Initially online flash sale need to store, organize Initially online flash sale providers whoseopinions and share links, senior providers whose senior management wecontent and out-of-web have management we have access to: access to: Expedia, Expedia, Travelzoo, Stre Travelzoo, StreetEasy, etEasy, Zillow. We will Zillow. We will pivot pivot based on user based on user preference. preference. 9. Cost Structure: 8. Revenue Streams: • IT Maintenance • Domain ownership • End User acquisition • End Users: shares from business partner Partners: Revenue Freemium Business offers • Content Seekers – throughheavy web users shares from business partner Display and click regular advertising • Revenue – content seekers, Pinterest, • Evernote & Instapaper users - Free Placement charges offers Seasoned Professionals – 4.99$/month or 45$/year premium service for • Display and click through advertising extra storage/sharing/uploads • Placement charges Shoppers: Freemium
- 12. 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.
- 13. 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)
- 14. Premium Market Size Total Addressable Market (60M) Served Available Market (6M) NYC 20-60 year olds (5M) x30% affluent (1.5M) x40 cities (60M) 10% Heavy Web users (6M) 5% (300,000) Target Market (300,000) 300,000 x $45 x 45% = $6M
- 15. Channels/Revenue Model Free (Casual Users) WebApp (Chrome) Chrome Store Review Sites: MARCO website Mobile App (IOS/ Droid) Apple & Chrome Top 10 Lists Apple & Chrome Stores Apple & Chrome Store top 10 lists Review Sites (Bloggers, Wired) SEO (Paid google adds) SEO Premium (Heavy Users) $45/yr MARCO Apple & Chrome Store Google Ads, Words MARCO Champions 45% 30% 20% 5%
- 16. 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.com Define 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
- 17. APPENDIX
- 18. Customer Relationships • Diversification of features • Integration of profile habits and targeted interests Owned Media: Website, Mobile app Paid Media: Ads, Marketing Earned Media: Existing user invites, recommendations KEEP GET • • • • Champion Programs Shopping Rewards Product Updates E-mails, RSS GROW • Autoorganization of accessed content • Better sourced and better priced deals • Referral Program
- 19. Get Strategy Explained Host Website Viral Video User Education: Tutorials Invite Users Get People Talking Increase Prominence Bloggers, Recommenders, Industry moguls SEO Process, Paid Ads
- 20. Competitive Landscape Search Engine Research/Learning Tools > $40Bn >$8bn MARCO > $5Bn Social Networking > $5Bn Customer Review Platform
- 22. Team • Technology Arvind Seth • End Users Mariano Payano • Product Duare Perez Alonso • • • 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
- 23. 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 Channel(Mobile) their personal library and web history on a mobile device, 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 No. I rarely ever revisit history or I start my search anew on most topics
- 24. 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.
- 25. Wireframe Dashboard Saved Webs Links Saved Content Friends <Search Dashboard> Business Society Sports People Politics Belief Arts Technology Concepts Health Education
- 26. Wireframe (cont.) Dashboard Saved Webs Links <Search Webs Links> Saved Content Friends
- 27. App Mock-Up
- 28. THANK YOU !!
Editor's Notes
- #6: Improve productivity by quick recall of recently accessed web pages, smart auto-generation of browsing history
- #8: Improve productivity by quick recall of recently accessed web pages, smart auto-generation of browsing historyWeb distribution channel flash sales
- #10: Improve productivity by quick recall of recently accessed web pages, smart auto-generation of browsing historyWeb distribution channel flash sales
- #12: Improve productivity by quick recall of recently accessed web pages, smart auto-generation of browsing historyWeb distribution channel flash sales