Pitch in at&t api
- 1. Lindsay Wade Michelle Barnes George Zeigler Ben Patty
- 2. develop a creative and sticky app targeted to Generation X that uses AT&T’s APIs to add value to the current network the task
- 4. psychographic ‘forgotten middle child’ grew up in a time of conflicting global turmoil & public optimism common traits: self-reliant, thrifty, work to live lack a well defined generational identity
- 5. Gen X Gen Y Gen Z Work / Life Family / Friends Individualistic Social networkers Tech savvy Risk / reward Diversity & inclusion Multicultural from birth Accepting diversity Embrace diversity Family > Friends Friends = Family Self > Friends > Family Use technology Assume technology Of technology Nurtured & expectant Self-reliant FOMO Tech trailblazers Tech dreamers Tech thinkers/doers Work to live Live to work Blurred lines btw live/work Entrepeneurial Work for self DIY / crowdsourcing shared traits:
- 6. consumer problem social media can host impersonal relationships between ‘friends’ — networking apps don’t prioritize accountability in event planning, leading to broken promises and chance outcomes (ex. Facebook Events) 1
- 7. market opportunity create a sticky social media app for event planning that organizes contributions among friends 2
- 8. proposed solution combine social messaging with bartering through a fun interface that promotes face-to-face social gatherings 3
- 10. pot luck noun: pot·luck ˈpät-ˈlək 1. a meal to which everyone who is invited brings food to share 2. whatever is offered or available in a given circumstance or at a given time
- 12. product concept a crowdsourcing app for organizing social events
- 13. positioning the tool for creating spontaneous and collaborative social transactions
- 14. how it works live prototype available at: benpatty.co/pitchin
- 15. how it works
- 16. how to pitch in
- 17. how to make a pitch
- 18. value proposition 3. features2. experience1. benefits geolocation invites users to join new social circles accept or decline offers & contributions short form messaging simplifies & invites interpretation social inclusion fairer distribution of costs convenience in organizing social gatherings connects users to social circles cost sharing model event planning tool
- 19. API architecture In-App Messaging Communication Delivery system for sending in-app group messages. AT&T Network API structure Verify Connect Security Assigns each customer with an encrypted ID. AT&T Synaptic Storage Data management Scale-to-size data storage; mobile accessible
- 20. API architecture Friend List Social Context Payment Graph API REST API 3rd party APIs Google Geolocation API Geocoding API Nearby Messages API
- 24. Promotional ‘Friendsgiving’ tie-in campaign Trader Joe’s operates 457 chain stores nationwide Thanksgiving promotion in the ‘Fearless Flyer’ ad bulletin: print & digital demographically diverse shopper base non-traditional ads: storytelling format
- 25. Experiential ‘Friendsgiving’ live launch event host a live Thanksgiving potluck in NYC for all in need of a home cooked meal. internet radio ads promote the Pitch-in app & event throughout the metro area price of entry = donation to charity or food drive
- 26. Guerilla ‘Friendsgiving’ community campaign demonstrate community building features of the Pitch-in app promote social gatherings with friends, neighbors & strangers alike campaign to contribute to local food banks & community kitchens. national internet radio ads in select metro regions
- 27. Twitter integration intra-app messaging broadcast Pitch-in app feeds on a larger social media platform low cost app publicity via Twitter REST API follows the marketing model Airbnb used with Craigslist
- 28. business case
- 29. Adoption Curve Market analysis MAUinmillions Year in use 8 16 24 32 40 Yr 0 Yr 1 Yr 2 Yr 3 Yr 4
- 30. App costs Development Costs $300,000 Marketing Costs $30,000 API Costs $2,725,407 Total Costs $4,749,511
- 31. Revenue Target P2P Charges CPM Total P2P Total CPM Revenue Year 1 10,000 2.9% — $1450 Year 2 1.5mm 2.9% — $217,500 Year 3 4mm 2.9% $1.55* $580,000 $967,200 $1,547,200 Year 4 8.7mm 2.9% $1.55* $1,261,500 $2,103,660 $3,365,160 Total $4,912,360
- 32. Break-even Analysis Revenue $162,849 Unit contribution Year 4 — $0.06 Break-even Fixed cost — 16,800 Total Cost — 237,476
- 33. conclusion a crowdsourcing app for organizing social events