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BUSINESS CASE
•  Executive Summary
•  Project Classification: New product launch in February 2014
•  Title: Usupport
•  Authors: Frida Matute
•  Recipients: Venture Capitalists
•  Primary Objective
•  To create a native search engine health application with notification features for users to
get updates on things they can do to stay healthy in real-time
•  Strategic Insights:
•  Anticipating a user need for streaming credible health information into one arena
•  Anticipating a user need for the combination of real-time notifications related to health
•  Stakeholders
•  Investors
•  Working Team: CEO, CMO, CFO, Business development, developers, PM, UX designer
USERS
Meet Richard
Single, 33-year-old male in NYC
Medical Occupational Therapist
Enjoys reading in coffee shops
Self-proclaimed cynic
Huge supporter of patients in need
Tech Savvy
Comfort with Social Media
Time Spent on Social Media
Amount of sharing on Social Media
Appetite for Helping
A Day in the Life
Goal:
Current Pain Points
To practice what I preach. I want to be healthy; eat healthy and exercise more.
“I work in a major hospital every day where people get close to me because I motivate them to get
better after major surgeries. My passion is to see someone’s progress and be a part of it.”
I don’t cook that much because it is just me in the house. So, when I end up getting delivery, I end
up trying to order healthy, but not knowing if the food really is healthy or not. Since it’s only me in
the house, it’s hard to keep up healthy routines. It’d be great to talk to people with similar goals to
see how they’re making it easier for themselves.”
Devices/Tools
Android
Macbook Pro
Kindle
Microsoft Outlook
EMPATHY MAP I
Gains Pains
THINK & FEEL
SAY & DO
HEAR
SEE
ª Sensitive to patient s needs
ª Father owned a skilled nursing facility and he was
taught the importance of health and the support of a
team at a young age
ª Fears getting old and sick
ª Wants to stay connected to people because
he is single and has little family
ª Dreams of retiring in a nice community
Center in Florida
ª Hopes to work at the hospital until retirement because
Of the excellent retirement plans and benefits
ª Hopes to continue building on an excellent team at the
hospital
ª Friendly with his local community
ª Many of his friends live outside of the city
ª He believes staying young means living in the city
ª Believes helping in your job is more important than money
ª Has 3 friends that have retired &
another 10 that have not
ª Lives in Midtown East of Manhattan
ª Commutes 20-25 minutes to work via bus or walking
ª Gets coffee from the same coffee truck
every morning
ª Keeps apartment tidy
ª Has a specific routine for each day
ª Attempts to exercise by walking around the city
on the weekends
ª Takes Apple computer lessons
ª Tries to keep up with technology
ª Reads the entire NY Times on Sundays
ª Likes to go out and read in coffee shops
ª Thinks about inventing advice finance friends give him
ª Influenced by friends who have made more income
ª Also influenced by opinions in the news
(CNN, CNBC)
ª Gets influenced by people in professions
he is less familiar with
ª Will measure success if able to retire by age 70
ª Hopes to save enough for retirement for at least 20 years
ª Retirement age & enough savings
ª Being sick in retirement
Meet Kourtney
Married, 27-year-old female in D.C.
Consultant at ASI Government
Yoga Certified
Self-proclaimed realist
Will support family/friends
Tech Savvy
Comfort with Social Media
Time Spent on Social Media
Amount of sharing on Social Media
Appetite for Helping
A Day in the Life
Goals
Current Pain Points
To keep up my yoga practice as routinely as possible, no matter where I am.
“I work hard, but my main focus is staying active in yoga. I need it to feel calm and steady in
my other daily routines. If I don’t do it, I don’t feel like myself.”
“I have to do yoga nearly every day. But, when I travel, which is often, I don’t know where to
get the best practice near me.”
Devices/Tools
Iphone
Text Messages
Instramm
Twitter
Facebook
Gmail
EMPATHY MAP II
Gains Pains
THINK & FEEL
SAY & DO
HEAR
SEE
ª Important to stay healthy and mentally relaxed
ª Important to keep a daily routine
ª Very family oriented
ª Keeps her family life and social life as priorities
ª Sensitive to her family s needs first
ª Influenced by friends, particularly family, and
yoga community
ª Generally sets her own rhythm, so she is often
the influencer
ª Goes to work from 9-5pm daily
ª Commutes via D.C. metro
ª Has 5 years of work experience
ª After work, she attends her yoga teacher training
ª Has dinner every night with her husband
ª Activities: book club, concerts
ª Spends most of her time either at work, at home with her husband or going
to dinner or other social events with friends
ª Friends with mostly college friends
ª Meets 5-10 new acquaintances per month
ª Measures success by supporting her family and friends
ª Also measures success by maintaining a healthy lifestyle and a
stable job
ª Keeping herself challenged through different activities
ª Finding a meaningful community in yoga and position in her job
Meet Alexa
Single, 22-year-old female in NYC
Marketing design
Enjoys boxing, yoga and dancing
Self-proclaimed Type-A person
Wants to be supported
Devices/Tools
Tech Savvy
Comfort with Social Media
Time Spent on Social Media
Amount of sharing on Social Media
Appetite for Helping
A Day in the Life
Goals
Current Pain Points
To find a little extra support to keep up my mental strength, and to find accurate information so I’m
prepared to ask the right questions.
Iphone
FaceBook
Twitter
Text Messages
Instagram
Gmail
As a young person, you never think something could happen to you. But, once I got diagnosed with
non-hodgkins lymphoma, I realized no one is exempt from health problems. At first, I was anxious,
then sad, then angry. Now, I realize I just need as much love and support to get me through this.
I’m starting to learn things about my illness, but I often wonder if what I’m reading online is
accurate. I don’t want to scare myself more by reading information that isn’t right. But, I spend a lot of
time trying to search for the right information.
EMPATHY MAP III
Gains Pains
THINK & FEEL
SAY & DO
HEAR
SEE
ª Important to stay connected
ª Wants to feel supported
ª Dreams of being healthy and moving on with her life
ª Tries to keep positive and motivated by engaging in
different activities
ª Continues to work full time
ª Commutes 25 minutes to work
ª During commute, reads about ways to stay nutritionally
healthy to keep up with her immune system
ª Keeps daily logs of her health, progress,
ª  medicines and costs of her healthcare
ª Influenced by family
ª Has cut out a lot of negative people in her life
ª Influenced by the medical community
ª Trusts her doctors and nurses
ª Believes cures come from support, health and medicine
all together
ª Spends time at work, in the gym (when able) and
online
ª Hopes to be healthy and maintain her health long term
ª Measures success by achieving positivity through difficult times
ª Staying positive everyday
ª Feeling connected to her support network
USER STORIES
USER STORIES – SEARCH ENGINE
StoryThemeEpic
Online
Search
Topic
Usupport
Set Topics
Search
Site
Search
Site
USER STORIES – SOCIAL NETWORK
StoryThemeEpic
Share
Usupport
Umeet
Ufund
External
social sites
Facebook
USER STORIES – NATIVE APPLICATION
StoryThemeEpic
Notifications
News
Credible
Sources
Posts by
Usupporters
Class Maps
•  As a typical user, I want to find
credible information from online
sources I trust about health so
that I can learn from them.
•  As a typical user, I want to know
I am reading credible health
information so that I can make
better decisions about my
lifestyle choices.
•  As about how to find health
information quickly so that I
don’t have to search for too
long.
•  As a typical user, I want to get
health information in an
organized way so that I can
easily understand it.
•  As a typical user, I want to be
able to customize what I stream
that is interesting to me so that I
can spend my time reading at
what I really want.
•  As a typical user, I want to be
notified in real-time of events
I’ve identified as interesting to
me so that I don’t miss them.
•  As a typical user, I want to be
notified in real-time of events so
that I get into a routine of
attending them.
•  As a typical user, I want to set
up multiple preferences for my
notifications so that I can be
flexible with my changing
schedule.
USER STORIES
Main Concept:
§ Streams content on
health and personal
wellness information
§ Social Network
§ Native application
§ On-The-Go
Core Objectives:
§ Synergy:
§ Successfully pulls and
organizes health and
wellness information
from credible sources
online for Usupport’s
users to read as news
§ Integrates what a user
wants to do to be
healthy with other
native apps
§ Gives real-time
notification updates
HOW IT WORKS (PRODUCT PAGE)
MORE ON CORE OBJECTIVES (PRODUCT PAGE)
§ To provide people with a social networking site that
allows them to talk about health-related topics.
§ To generate more resources in the healthcare online
social media space for users and community members.
§ To help other community members in their health by
offering programs people can participate in to offset the
cost of healthcare and offer each other Support.
Usupport_Presentation
Usupport_Presentation
Scrolling Feature:
Users will be able to
scroll through pre-
determined health
and wellness topics.
Usupport_Presentation
Touch Pad:
Users will navigate
through the scrolling
feature via touch until
they need to manually
enter information,
where a keyboard will
pop up.
Usupport_Presentation
Core Q&A:
Users will navigate
through the scrolling
feature by answering
a simple question
prompt at the top of
the screen. A set of
predetermined
answers will be
provided for their
choices.
Usupport_Presentation
Usupport_Presentation
Personal
Preferences:
In the settings of each
core Usupport
feature, Users will be
given prompts for
their notifications.
Users can be notified
on things they are
interested in based on
time, location and
day.
Usupport_Presentation
Usupport_Presentation
STORYBOARDING I – USER SETTINGS
USER FEATURES
Usupport_Presentation
Notifications:
After a user has
completed settings for
each set feature, he/
she will get
notifications of events
they have indicated
are interesting to
them according to
date and time. There
would also be
integration of these
notifications into the
calendar and map
applications.
Sharing:
The ON/OFF feature
allows a user to turn a
notification off until a
later point in time.
The heart feature
allows a person to like
the notification,
allowing them to
organize their
preferred notifications
in another “folder.”
The bubble allows
users to chat with
other Usupporter
friends about what
they are reading,
doing or sharing on
the network.
The loops all the users
to integrate
notifications into
apps.
The person icon allows
sharing on other social
media sites.
News:
The News feature
allows the user to go
back to the main
articles, resources and
posts by credible sites
Location:
The user will not only
be notified when the
event they are
interested in
happening, but also
where with specific
map and pinned
location. This feature
integrates into the
Maps application.
STORYBOARDING II – USER FEATURES
USUPPORT – USER CONTENT
Usupport_Presentation
Featured:
Here is where a user
can go to see the latest
trending posts in the
News section of the
Usupport feature set. In
this case, the user sees
the latest trending
posts for the search at
the top.
STORYBOARDING III – USER FEATURES
SITE MAP
THE MARKET
MARKET TRENDS
•  All four trends play a role
•  TECHNOLOGIC
•  Users want to search for information online and on their devices in native
applications that integrate into their lives
•  Immediate, fast-paced and anticipatory (i.e., setting reminders)
•  Methods to organize their lives and multi-task
•  SOCIO-ECONOMIC
•  Devices are becoming ubiquitous across income brackets
•  More people outside of the typical income bracket with devices are owning either one
device or more than one
•  SOCIETAL
•  Multi-cultural, multi-racial, non-gender specific
•  Healthy, environmentally-friendly, socially-responsible and organic
•  REGULATORY
•  Regulations regarding how health information for specific people is
disseminated is changing, allowing for technology to play a bigger role with
specific security measures in place
USUPPORT’S BLUE OCEAN
creating a new site to bring together information rather than competing against it and
notifying users in real-time on the healthy things they want to do
§  Create: Factor of a community in which people’s health-related searches are organized
by topic, in which content is self-generated, however also supported by credible
companies and thereby filtering out non-credible information to provide a trustworthy
site on health and wellness for a user within a community. Also adding the possibility to
support a loved ones’ healthcare to offset the cost of it for a period of time.
§  Raise: Factor that a person can have one site to search for credible health-related
information, share this information among friends and have a network of support while
being managed in real-time to stay on track!
§  Eliminate: Factor that there is a specialized site to diagnose a person’s conditions or
provide lengthy blogs on nutrition, exercise and health with questionable credibility or a
specialized source for each topic
§  Reduce: Factor of self-generated content in specific domains for discussion boards and
posts by specific companies knowing they will likely advertise their product on the post.
HYPOTHESIS
Usupport will enter the health search engine market because it organizes health information
into one modality and integrates that information into the user’s life
•  Online users use a variety of tools to search for
health-related information including search
engines, social networks and health-related sites
•  Online users who are using reputable online
brands to search for health information believe
in the information posted (e.g., WebMd)
•  Users who are searching online across multiple
sites with reputable health brands for health
information want information to be
consistent, which defines credibility.
§  Users who are searching online for health
information across more than 2 sites are
looking for a health application that organizes
all of the information into one modality (e.g.,
search for symptoms while also searching for a good doctor)
KEY ASSUMPTIONS DATA METRICS
•  % of people using search engines for
health-related searches
•  % of people using a reputable health
brand as a search engine for health
information (e.g.,WebMd)
•  % of people searching for health
information online across multiple
sites
•  % of people searching across a number
of reputable health brand sites for
one search (e.g., WebMD + Everyday
Health)
•  % of people using social networks for
health-related searches
USUPPORT SEARCH ENGINE MARKET
77%
13%
59%
25%
51%
6%
12%
2%
0%
20%
40%
60%
80%
100%
Search Engine Health Search
Engine
Social Network -
Health Posts
Reviews
% of People Searching Online
Mobithinking.com
HYPOTHESIS
Usupport will enter the health and personal wellness social networking market because users
want to communicate and connect on health in a socially responsible way
•  Users who are using social media to
connect on health at times, will use a
social media network specifically for
health
•  Users who are donating funds to charity
would likely donate funds to a large
community of people in need to offset
the cost of healthcare
•  Users who are reviewing medical
institutions and medical professionals
online also want to read reviews to find
the best provider for them
KEY ASSUMPTIONS DATA METRICS
•  % of posts related to health on a
reputable social media site
•  Number of people donating funds
to medicinally-based charities
•  Number of people who are
searching online for reviews of
medical providers or institutions
•  Number of people writing reviews
for medical providers or
institutions
USUPPORT SOCIAL NETWORKING MARKET
2%
25%
56%
10%
5%
10%
Responsibility Reviews Social
Network
% of Active
Users
Engagement
HYPOTHESIS
Usupport will enter the health and personal wellness native application market because users
want to be notified of things they can do to stay health in real-time
•  Users who are using native applications
on their devices for more than basics
will want to incorporate a native health
application
•  Users who are already using notification
systems on their devices will also use
notifications to be alerted on a native
health application
•  Users who are using native applications
to connect on health topics will use a
application specifically for health
KEY ASSUMPTIONS DATA METRICS
•  Number of people using native
applications on devices
•  % of people using native
applications with real-time
notification features (e.g.,
reminders, Ical)
•  Number of people using native
apps to connect on health
topics
USUPPORT NATIVE APPLICATION MARKET
80%
19%
70%
0%
20%
40%
60%
80%
100%
Native Apps Health-Related
Apps
Notification
Features
% of Users
THE USER IN THE MARKET
•  Target Penetration
•  20-60% of the major searches on health sites
•  Major topics searched: specific diseases or medical problems (63%) or a
medical treatment or procedure (47%), diet + nutrition (21%), doctors or
hospitals (21%)
•  Market Demographics
•  Millenials and married couples
•  Married couples between the ages of 25-34 were 80% more likely to use the
internet for health information compared to adults over age 65
•  Annual Income bracket: households earning between $50,000 to >$100,000
•  Households earning more than $100,00 were nearly 60% more likely to do
internet-health searches than households earning less than $50,000
•  Women: (85% females compared to 75% males search online for health)
•  Socially-responsible; multi-taskers who like free content, dislike restrictions
on accessing information and are likely staying well connected
BUSINESS JUSTIFICATION
•  Usupport’s differentiator relates to its targeted market segment. It is designed for
the purpose of sharing health and wellness information, therefore directing 80% of
the health-related searches to one specific domain that channels all of the
information on health, from looking up symptoms and discussing health problems
with your community to finding local classes for a workout or healthy recipes for
your meals that week. This targeted market segment combines the specific
information of the competitors to attract interested parties in subscribing to the
site for the privilege of posting on specific community groups’ pages.
•  The market window for this opportunity is within the next 1-2 years. Per market
research, health related topics on social media are lagging 2 years behind all other
trends. However, it is expanding its focus quickly. Since this particular site would
only have a few areas that are subject to patient privacy and regulatory bodies,
it is much easier to launch. Given more forums are being generated for people to
discuss health and wellness in a variety of ways, it is important to catch the wave
within this time span.
THE COMPETITION (PRODUCT PAGE)
§  Search Engines
§  Search Engines with a health function: WedMD, Yahoo Health, Everyday Health
§  Native Health Applications: Livestrong, Fooducate
§  Social Networking Sites: Facebook
§  Health Social Networking Sites: CaringBridge, HITE
•  WebMD: 60,000,000 unique monthly visitors ($145.5M)
•  NIH: 45,000,000 unique monthly visitors
•  Yahoo Health: 40,500,000 unique monthly visitors
•  Mayo Clinic: 30,000,000 unique monthly visitors
•  Medicine Net: 25,5000,000 unique monthly visitors
•  Drugs.com: 22,000,000 unique monthly visitors
•  Healthgrades.com: 17,000,000 unique monthly visitors
•  Healthcentral.com: 16,900,000 unique monthly visitors
•  Everyday health.com: 16,000,000 unique monthly visitors ($146.4M)
•  Angie’s List: ($74M)
THE OPPORTUNITY
PRODUCT LIFE CYCLE
•  Development
•  Acquisition
•  Business model for users: Freemium
•  Business model for companies: Ad supported site; subscription-based for posts
•  Building brand awareness: trust & credibility
•  Growing user base within a specific market segment: use market strategies (i.e., Ted Talk discussed how we can reduce
stress-related deaths by 30% if we just connect with each other)
•  Introduction
•  Get a following: acquire targeted user-base within a specific market segment
•  Market segment: the high-income Millennial, young professionals
•  Provide free ad space for large companies: WebMD, Everyday Health
•  Over time, user-base grows and ad space limits à low cost to maintain ad space with CV/UV ratios
•  Iterate upon basic user pain points (feature prioritization)
•  Growth
•  Pit companies against each other to bid on higher prices for ad space
•  As user acquisition grows by 1-2%, ad revenue grows by 4-5%
•  Assess customer lifetime value and customer acquisition cost
•  Opportunity to grow into subscription-based model in this growth period for users
•  Maturity
•  Product fit and iteration
•  User-subscription revenue model
•  Further integration of applications
•  Decline
•  Competitor ability to stream more content
•  Users driven toward competitors based on economies of scale
PRODUCT ROAD MAP
BACK-END FEATURE PRIORITIZATION
MUST
•  Coding of website
•  Coding each Usupport home page
•  Programming of usability features
•  Scrolling
•  Clicking
•  Data migration of information from
relevant sources via key words into
organized segments by category on site
•  Sequential navigation for settings
•  User generated content databases
•  Navigation exit of site via links
•  Integration of linking posts/content
with preferred external social
networks
•  AD space
•  Timely integration of notifications
SHOULD
•  Coding of native application
•  Sequential navigation through settings
•  Coding of core feature sets:
•  Loops : integration into other apps
•  ON/OFF Button: managing
notifications
•  News Button
•  Location Button
•  Map Button
•  Real-time Button
COULD
•  Integration of “within-screen” view of
external links
•  Coding of loving button
WONT
•  Coding of bookmark folder for loved
items
FRONT-END FEATURE PRIORITIZATION
MUST
•  Quick view of Usupport topics (8)
•  Simple home page for each topic
•  Terms of Agreement page
•  Value proposition on each home page
•  Scrolling through home topics
•  Clicking on preferred topic
•  Clicking navigation through next steps
•  Place & location for buttons on screen :
•  Linked posts on news
•  Featured content
•  Person Button: social sharing
•  Notification Button
SHOULD
•  Sequential navigation through settings
•  Place & location for buttons on screen:
•  Loops: integration into other apps
•  ON/OFF Button: managing
notifications
•  News Button
•  Location Button
•  Map Button
•  Real-time Button
COULD
•  Chat Button
•  Loving button
WONT
•  Bookmark folder for loved items
Efficient and effective time
management
Users don’t have time
to search for
information and want to
be notified instead
Users want
notifications in
real-time
Notification
Feature
OBJECTIVE TREE
INFERENCE LADDER
Action
Belief
Conclusion
Assumption
Meaning
Filtered
Data
Facts
Action: Users will search for health
information from Usupport and set
preferences to be notified on ways to be
health in real-time
Belief: Users who want to be healthy
want a credible source to get information
from and will use that sort to organize the
way they are healthy
Conclusion: Users will set
preferences for how to stay healthy with
real-time notifications via Usupport
Assumption: Users want to be more
efficient in managing their time when
searching for healthy options
Meaning: Users will be more likely rely
on a source for how to stay healthy if the
source is credible
Filtered Data: Users want
information organized in manageable
segments related to health topic and real-
time
Facts: Users are using at least 5 sites to
search for health content for themselves or
others as well as searching for ways to stay
healthy (e.g., exercise classes) in real-time
USER LIFE CYCLE METRICS
•  Acquisition
§  User will be directed to Usupport from search engine or social media site referral
§  Spent 1-2 minutes reviewing the 8 segment (each element will have a simple value proposition) that compose the site while clicking
to read at least 2/8 value propositions of the segment
§  Returns to the site again if the user experiences a bounce rate
•  Activation
§  Signed up to be able to unlock 1 segment
§  Visits at least 2 pages within the segment
§  Spends at least 1-2 minutes within 1 page of segment
§  Logs in within a 24-hour period in order to review the unlocked feature
•  Retention
§  Time spent between log-ins is less than a 24-hour period
§  Session length is between 10-15 minutes across at least 5 pages as a sum total
§  Clicks on links supplied via e-mail to review new information for at least 2-3 minutes at a time
•  Referral
§  Users share information that has been posted across 2/3 of the major sites used by user (e.g., Facebook, Twitter and a personal
blog)
§  Users posting site page onto group pages of a health site
§  At least 30-40% of users are being acquired as a result of shared information from the Usupport network
•  Revenue
§  The number of advertising companies willing to pay a competitive price (bid) for placing an ad above the fold
§  Advertising companies will subscribe for a premium rate to the Usupport network within Q2-Q3 as a result of key customer segment
being targeted clearly by ads
THE BOTTOM LINE
COSTS (BUSINESS CASE)
•  Cloud-based Hosting: $150,000/year (Forbes.com)
•  Working Team
•  Developers (Team of 3) at $100,000/developer = $300,000
•  UX/UI Designer (Team of 2) at $ 75,000/designer = $150,000
•  Marketing Director (Team of 1) at $80,000/marketer = $80,000
•  Salesperson (Team of 1) at $90,000/salesperson = $90,000
•  Business Development (Team of 1) at $80,000 = $80,000
•  Product Manager (Team of 1) at $75,000 = $75,000
•  Research and Development Manager (Team of 1) at $100,000 = $100,000
Total Cost Breakdown: $875,000 for year 1
BENEFITS (BUSINESS CASE)
Gross Operating Profit Margin: 160M
Cash flow perspective – important to consider in Q1-Q2
Users: 10M
Main Objectives Markets (Engagement) Usupport Market Revenue
Health Search Engine (1-2%) in Q1 6% 2% $2,900,000.00
Health Social Network (1-2%) in Q2 10% 35% $50,750,000.00
New users (30-40%) in Q2 via referrals      
Native application (5%) in Q3 19% 15% $107,700,000.00
Native application (10%) in Q4      
       
Total Revenue     $161,350,000.00
IMPLEMENTATION STRATEGY & TIMELINE
(BUSINESS CASE)
STAKEHOLDER INVOLVEMENT
Pre-Launch Development Building Launch Approvals
Product Manager Product Manager Product Manager Product Manager Product Manager
Business
Development
Business
Development
Business
Development
CEO CEO CEO CEO
CMO/CFO CMO CFO CFO
Investors Legal Investors
Developers Developers Developers Developers
UX Designer UX Designer UX Designer
Objective 1: Web-based application launch (compatible with website) in the app market
§  Purpose: To obtain exposure to application market share
§  KR: Increase user acquisition by 5-10% who came from organic search
§  KR: Increase user activation by 1-2% of those that were acquired from organic searches
§  KR: Increase “following” by 25% via Usupport marketing campaigns
§  KR: Direct traffic to web application by 70% from top 5 health search engines
Objective 2: Users will activate because of user experience with content searches feature
§  Purpose: Increase acquisition resulting in activation of users
§  KR: Achieve feature parity (users choosing Usupport over competitors 60% of the time) against competitors A + B in
which ads are listed on same page
§  KR: Test users will rate 5 key features launched a 4/5 (“good”) as compared to 5 key features competitors sites
§  KR: Reduce count failure to 1 occurrence per 1M user visits
Objective 3: Issue update with Freemium features added
§  Purpose: Add more value to the user experience to increase activation and kick start retention/referral
§  KR: Test users will rate new free update a 4/5 in a test of 20 users
§  KR: Increase referrals by 10-20% as a result of new feature update
§  KR: Increase user retention measured by spending no less than 2-minutes per page daily
Objective 4: Strategically align with key well-branded companies
§  Purpose: Providing strategic alliances with free advertising will build acquisition of users
§  KR: Acquire 2-3 alliances per Usupport segment by providing them with free advertising
§  KR: Initiate natural competition between alliances by placing ads on same pages and increasing company
engagement by 20%
POST-LAUNCH – Q1
POST-LAUNCH – Q2
Objective 1: Launch of native application
Purpose: Increase retention of user-base and initiate activation of native application market share
§  KR: Activation of 15% of the native application market share
§  KR: Increase retention of user-base by 20% that were initially acquired from organic searches
§  KR: Increased daily time spent on site; spending no less than 5 minutes across pages
Objective 2: Successfully integrate social networking platform
Purpose: Allow users sharing functionality resulting in increased referral base
§  KR: Increase activation by 1-2% of the engagement in the social networking market
§  KR: Increase referrals by 30-40% that were initially acquired from organic searches
Objective 3: Integration of social platform with Usupport search engine
Purpose: Increasing value by adding sharing abilities and options to view activity of other members
§  KR: Reduce bugs by 20% in integration
§  KR: Increase user-base by 30-40% of market share across two markets (social and search engine)
§  KR: Enhance user experience by 70% by reducing the number of steps taken for the top 5% of features accessed
Objective 4: Incite ad campaign for companies to bid on ad space
Purpose: Initiate first revenue stream via a bidding war on ad space
§  KR: Increase natural competition on site pages by 80% from Q1
§  KR: Facilitate natural competition via increasing following by 60% via social media platform
§  KR: Start first revenue stream by end of Q2
POST LAUNCH – Q3
Objective 1: Increase revenue gain by 10% of market share
Purpose: To increase revenue via ad bidding campaign and addition of new feature sets (notification)
•  KR: Activation of 5% of the health-related native application market share
•  KR: Revenue gain of 2-5% by native application market ad bidding campaign
•  KR: Revenue gain of 2-5% via social networking platform ad bidding campaign
Objective 2: Become market leader (purpose) via accurate product fit R&D
Purpose: To generate a Blue Ocean
§  KR: Increase sales by 40% from last quarter
§  KR: Increase revenue by 20% from last quarter
§  KR: Users will rate Usupport as their most preferred social search engine for health-related information in test of 100
random community members that also continue to engage in competitive sites
§  KR: Analyze data on user preference as whole on a bi-weekly basis
§  KR: Measure lower customer acquisition cost as compared to customer lifetime value
Objective 3: Reduce bug count in all products
Purpose: To improve user experience across products and feature sets
§  KR: Accurately identify all bugs in all products by testing products and researching customer complaints
§  KR: Generate 1-2 viable solutions for customer complaints of bugs monthly
§  KR: Implement viable solutions, after user testing, to address monthly bugs identified
POST-LAUNCH – Q4
Objective 1: Increase user utility features
Purpose: Increase the user value and experience
§  KR: Reduce attrition rate by 20% compared to Q3 by sending weekly e-mails to engage with site
§  KR: Increase retention and engagement within the site by maintaining window by 20% as compared to Q3
Objective 2: Sponsored links open within Usupport
Purpose: Retention of user
§  KR: Integrate all advertising campaigns into a cached window within the site with 1 occurrence out of every 1M
visitors
Objective 3: Increase integration across Usupport segments and products
Purpose: To improve user experience while adding value and reducing direct advertising
§  KR: Increasing retention by 10% to increase user experience
§  KR: Increasing user experience (users will rate “cleanliness” of screen 4/5 in terms of relevant content vs. direct
advertising)
§  KR: Integrate segments of Usupport on a one-page “newsfeed” with 70% usability
Objective 4: Double revenue YoY (purpose)
§  KR: Increase subscription sales for interested companies by 25% of overall gross profit margin
§  KR: Increase indirect ads (posts by credible sources) by 70% as compared to Q3
§  KR: Sales team will demonstrate weekly communication with targeted companies to increase ads or subscription
sales and increase ad campaign by 20% as compared to Q3
§  KR: Increase brand recognition by 20% in a sample of 1% of social media users
BUSINESS CASE
Challenges/Risks
•  Difficulty with streaming content from multiple sources
•  Rapidly changing sources
•  Regulatory control
•  Complete integration of systems upon native application launch
MVP
§  Definition of success:
§  Efficiently stream credible content from top 5 most-visited user site
§  Organize information into easily accessed segments for user
§  Seamless integrate application with other native applications to provide real-time
notification
§  Definition of failure:
§  Inability to effectively stream top searched user content into site due to regulatory
controls
§  Inability to effectively integrate real-time notifications with user-set preferences
PITCHING USUPPORT (PRODUCT PAGE)
•  Health-care companies will spend $1 billion online within the next 5 years
•  Most popular activities online
•  77% of online users seeking for health related information start at a search
engine
•  What if there was a social health app specifically designed pull information
from these sites, organizing valuable content for the user while pitting
companies against each other, fighting for ad space, to find their target
customer?
•  If we took a small piece of their pie, say 1% the first year, it could mean
160M.
THANK YOU

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Usupport_Presentation

  • 2. Usupport. for you. designed by you. and shared among your friends.
  • 3. BUSINESS CASE •  Executive Summary •  Project Classification: New product launch in February 2014 •  Title: Usupport •  Authors: Frida Matute •  Recipients: Venture Capitalists •  Primary Objective •  To create a native search engine health application with notification features for users to get updates on things they can do to stay healthy in real-time •  Strategic Insights: •  Anticipating a user need for streaming credible health information into one arena •  Anticipating a user need for the combination of real-time notifications related to health •  Stakeholders •  Investors •  Working Team: CEO, CMO, CFO, Business development, developers, PM, UX designer
  • 5. Meet Richard Single, 33-year-old male in NYC Medical Occupational Therapist Enjoys reading in coffee shops Self-proclaimed cynic Huge supporter of patients in need Tech Savvy Comfort with Social Media Time Spent on Social Media Amount of sharing on Social Media Appetite for Helping A Day in the Life Goal: Current Pain Points To practice what I preach. I want to be healthy; eat healthy and exercise more. “I work in a major hospital every day where people get close to me because I motivate them to get better after major surgeries. My passion is to see someone’s progress and be a part of it.” I don’t cook that much because it is just me in the house. So, when I end up getting delivery, I end up trying to order healthy, but not knowing if the food really is healthy or not. Since it’s only me in the house, it’s hard to keep up healthy routines. It’d be great to talk to people with similar goals to see how they’re making it easier for themselves.” Devices/Tools Android Macbook Pro Kindle Microsoft Outlook
  • 6. EMPATHY MAP I Gains Pains THINK & FEEL SAY & DO HEAR SEE ª Sensitive to patient s needs ª Father owned a skilled nursing facility and he was taught the importance of health and the support of a team at a young age ª Fears getting old and sick ª Wants to stay connected to people because he is single and has little family ª Dreams of retiring in a nice community Center in Florida ª Hopes to work at the hospital until retirement because Of the excellent retirement plans and benefits ª Hopes to continue building on an excellent team at the hospital ª Friendly with his local community ª Many of his friends live outside of the city ª He believes staying young means living in the city ª Believes helping in your job is more important than money ª Has 3 friends that have retired & another 10 that have not ª Lives in Midtown East of Manhattan ª Commutes 20-25 minutes to work via bus or walking ª Gets coffee from the same coffee truck every morning ª Keeps apartment tidy ª Has a specific routine for each day ª Attempts to exercise by walking around the city on the weekends ª Takes Apple computer lessons ª Tries to keep up with technology ª Reads the entire NY Times on Sundays ª Likes to go out and read in coffee shops ª Thinks about inventing advice finance friends give him ª Influenced by friends who have made more income ª Also influenced by opinions in the news (CNN, CNBC) ª Gets influenced by people in professions he is less familiar with ª Will measure success if able to retire by age 70 ª Hopes to save enough for retirement for at least 20 years ª Retirement age & enough savings ª Being sick in retirement
  • 7. Meet Kourtney Married, 27-year-old female in D.C. Consultant at ASI Government Yoga Certified Self-proclaimed realist Will support family/friends Tech Savvy Comfort with Social Media Time Spent on Social Media Amount of sharing on Social Media Appetite for Helping A Day in the Life Goals Current Pain Points To keep up my yoga practice as routinely as possible, no matter where I am. “I work hard, but my main focus is staying active in yoga. I need it to feel calm and steady in my other daily routines. If I don’t do it, I don’t feel like myself.” “I have to do yoga nearly every day. But, when I travel, which is often, I don’t know where to get the best practice near me.” Devices/Tools Iphone Text Messages Instramm Twitter Facebook Gmail
  • 8. EMPATHY MAP II Gains Pains THINK & FEEL SAY & DO HEAR SEE ª Important to stay healthy and mentally relaxed ª Important to keep a daily routine ª Very family oriented ª Keeps her family life and social life as priorities ª Sensitive to her family s needs first ª Influenced by friends, particularly family, and yoga community ª Generally sets her own rhythm, so she is often the influencer ª Goes to work from 9-5pm daily ª Commutes via D.C. metro ª Has 5 years of work experience ª After work, she attends her yoga teacher training ª Has dinner every night with her husband ª Activities: book club, concerts ª Spends most of her time either at work, at home with her husband or going to dinner or other social events with friends ª Friends with mostly college friends ª Meets 5-10 new acquaintances per month ª Measures success by supporting her family and friends ª Also measures success by maintaining a healthy lifestyle and a stable job ª Keeping herself challenged through different activities ª Finding a meaningful community in yoga and position in her job
  • 9. Meet Alexa Single, 22-year-old female in NYC Marketing design Enjoys boxing, yoga and dancing Self-proclaimed Type-A person Wants to be supported Devices/Tools Tech Savvy Comfort with Social Media Time Spent on Social Media Amount of sharing on Social Media Appetite for Helping A Day in the Life Goals Current Pain Points To find a little extra support to keep up my mental strength, and to find accurate information so I’m prepared to ask the right questions. Iphone FaceBook Twitter Text Messages Instagram Gmail As a young person, you never think something could happen to you. But, once I got diagnosed with non-hodgkins lymphoma, I realized no one is exempt from health problems. At first, I was anxious, then sad, then angry. Now, I realize I just need as much love and support to get me through this. I’m starting to learn things about my illness, but I often wonder if what I’m reading online is accurate. I don’t want to scare myself more by reading information that isn’t right. But, I spend a lot of time trying to search for the right information.
  • 10. EMPATHY MAP III Gains Pains THINK & FEEL SAY & DO HEAR SEE ª Important to stay connected ª Wants to feel supported ª Dreams of being healthy and moving on with her life ª Tries to keep positive and motivated by engaging in different activities ª Continues to work full time ª Commutes 25 minutes to work ª During commute, reads about ways to stay nutritionally healthy to keep up with her immune system ª Keeps daily logs of her health, progress, ª  medicines and costs of her healthcare ª Influenced by family ª Has cut out a lot of negative people in her life ª Influenced by the medical community ª Trusts her doctors and nurses ª Believes cures come from support, health and medicine all together ª Spends time at work, in the gym (when able) and online ª Hopes to be healthy and maintain her health long term ª Measures success by achieving positivity through difficult times ª Staying positive everyday ª Feeling connected to her support network
  • 12. USER STORIES – SEARCH ENGINE StoryThemeEpic Online Search Topic Usupport Set Topics Search Site Search Site
  • 13. USER STORIES – SOCIAL NETWORK StoryThemeEpic Share Usupport Umeet Ufund External social sites Facebook
  • 14. USER STORIES – NATIVE APPLICATION StoryThemeEpic Notifications News Credible Sources Posts by Usupporters Class Maps
  • 15. •  As a typical user, I want to find credible information from online sources I trust about health so that I can learn from them. •  As a typical user, I want to know I am reading credible health information so that I can make better decisions about my lifestyle choices. •  As about how to find health information quickly so that I don’t have to search for too long. •  As a typical user, I want to get health information in an organized way so that I can easily understand it. •  As a typical user, I want to be able to customize what I stream that is interesting to me so that I can spend my time reading at what I really want. •  As a typical user, I want to be notified in real-time of events I’ve identified as interesting to me so that I don’t miss them. •  As a typical user, I want to be notified in real-time of events so that I get into a routine of attending them. •  As a typical user, I want to set up multiple preferences for my notifications so that I can be flexible with my changing schedule. USER STORIES
  • 16. Main Concept: § Streams content on health and personal wellness information § Social Network § Native application § On-The-Go Core Objectives: § Synergy: § Successfully pulls and organizes health and wellness information from credible sources online for Usupport’s users to read as news § Integrates what a user wants to do to be healthy with other native apps § Gives real-time notification updates HOW IT WORKS (PRODUCT PAGE)
  • 17. MORE ON CORE OBJECTIVES (PRODUCT PAGE) § To provide people with a social networking site that allows them to talk about health-related topics. § To generate more resources in the healthcare online social media space for users and community members. § To help other community members in their health by offering programs people can participate in to offset the cost of healthcare and offer each other Support.
  • 20. Scrolling Feature: Users will be able to scroll through pre- determined health and wellness topics.
  • 22. Touch Pad: Users will navigate through the scrolling feature via touch until they need to manually enter information, where a keyboard will pop up.
  • 24. Core Q&A: Users will navigate through the scrolling feature by answering a simple question prompt at the top of the screen. A set of predetermined answers will be provided for their choices.
  • 27. Personal Preferences: In the settings of each core Usupport feature, Users will be given prompts for their notifications. Users can be notified on things they are interested in based on time, location and day.
  • 30. STORYBOARDING I – USER SETTINGS
  • 33. Notifications: After a user has completed settings for each set feature, he/ she will get notifications of events they have indicated are interesting to them according to date and time. There would also be integration of these notifications into the calendar and map applications.
  • 34. Sharing: The ON/OFF feature allows a user to turn a notification off until a later point in time. The heart feature allows a person to like the notification, allowing them to organize their preferred notifications in another “folder.” The bubble allows users to chat with other Usupporter friends about what they are reading, doing or sharing on the network. The loops all the users to integrate notifications into apps. The person icon allows sharing on other social media sites. News: The News feature allows the user to go back to the main articles, resources and posts by credible sites Location: The user will not only be notified when the event they are interested in happening, but also where with specific map and pinned location. This feature integrates into the Maps application.
  • 35. STORYBOARDING II – USER FEATURES
  • 36. USUPPORT – USER CONTENT
  • 38. Featured: Here is where a user can go to see the latest trending posts in the News section of the Usupport feature set. In this case, the user sees the latest trending posts for the search at the top.
  • 39. STORYBOARDING III – USER FEATURES
  • 42. MARKET TRENDS •  All four trends play a role •  TECHNOLOGIC •  Users want to search for information online and on their devices in native applications that integrate into their lives •  Immediate, fast-paced and anticipatory (i.e., setting reminders) •  Methods to organize their lives and multi-task •  SOCIO-ECONOMIC •  Devices are becoming ubiquitous across income brackets •  More people outside of the typical income bracket with devices are owning either one device or more than one •  SOCIETAL •  Multi-cultural, multi-racial, non-gender specific •  Healthy, environmentally-friendly, socially-responsible and organic •  REGULATORY •  Regulations regarding how health information for specific people is disseminated is changing, allowing for technology to play a bigger role with specific security measures in place
  • 43. USUPPORT’S BLUE OCEAN creating a new site to bring together information rather than competing against it and notifying users in real-time on the healthy things they want to do §  Create: Factor of a community in which people’s health-related searches are organized by topic, in which content is self-generated, however also supported by credible companies and thereby filtering out non-credible information to provide a trustworthy site on health and wellness for a user within a community. Also adding the possibility to support a loved ones’ healthcare to offset the cost of it for a period of time. §  Raise: Factor that a person can have one site to search for credible health-related information, share this information among friends and have a network of support while being managed in real-time to stay on track! §  Eliminate: Factor that there is a specialized site to diagnose a person’s conditions or provide lengthy blogs on nutrition, exercise and health with questionable credibility or a specialized source for each topic §  Reduce: Factor of self-generated content in specific domains for discussion boards and posts by specific companies knowing they will likely advertise their product on the post.
  • 44. HYPOTHESIS Usupport will enter the health search engine market because it organizes health information into one modality and integrates that information into the user’s life •  Online users use a variety of tools to search for health-related information including search engines, social networks and health-related sites •  Online users who are using reputable online brands to search for health information believe in the information posted (e.g., WebMd) •  Users who are searching online across multiple sites with reputable health brands for health information want information to be consistent, which defines credibility. §  Users who are searching online for health information across more than 2 sites are looking for a health application that organizes all of the information into one modality (e.g., search for symptoms while also searching for a good doctor) KEY ASSUMPTIONS DATA METRICS •  % of people using search engines for health-related searches •  % of people using a reputable health brand as a search engine for health information (e.g.,WebMd) •  % of people searching for health information online across multiple sites •  % of people searching across a number of reputable health brand sites for one search (e.g., WebMD + Everyday Health) •  % of people using social networks for health-related searches
  • 45. USUPPORT SEARCH ENGINE MARKET 77% 13% 59% 25% 51% 6% 12% 2% 0% 20% 40% 60% 80% 100% Search Engine Health Search Engine Social Network - Health Posts Reviews % of People Searching Online Mobithinking.com
  • 46. HYPOTHESIS Usupport will enter the health and personal wellness social networking market because users want to communicate and connect on health in a socially responsible way •  Users who are using social media to connect on health at times, will use a social media network specifically for health •  Users who are donating funds to charity would likely donate funds to a large community of people in need to offset the cost of healthcare •  Users who are reviewing medical institutions and medical professionals online also want to read reviews to find the best provider for them KEY ASSUMPTIONS DATA METRICS •  % of posts related to health on a reputable social media site •  Number of people donating funds to medicinally-based charities •  Number of people who are searching online for reviews of medical providers or institutions •  Number of people writing reviews for medical providers or institutions
  • 47. USUPPORT SOCIAL NETWORKING MARKET 2% 25% 56% 10% 5% 10% Responsibility Reviews Social Network % of Active Users Engagement
  • 48. HYPOTHESIS Usupport will enter the health and personal wellness native application market because users want to be notified of things they can do to stay health in real-time •  Users who are using native applications on their devices for more than basics will want to incorporate a native health application •  Users who are already using notification systems on their devices will also use notifications to be alerted on a native health application •  Users who are using native applications to connect on health topics will use a application specifically for health KEY ASSUMPTIONS DATA METRICS •  Number of people using native applications on devices •  % of people using native applications with real-time notification features (e.g., reminders, Ical) •  Number of people using native apps to connect on health topics
  • 49. USUPPORT NATIVE APPLICATION MARKET 80% 19% 70% 0% 20% 40% 60% 80% 100% Native Apps Health-Related Apps Notification Features % of Users
  • 50. THE USER IN THE MARKET •  Target Penetration •  20-60% of the major searches on health sites •  Major topics searched: specific diseases or medical problems (63%) or a medical treatment or procedure (47%), diet + nutrition (21%), doctors or hospitals (21%) •  Market Demographics •  Millenials and married couples •  Married couples between the ages of 25-34 were 80% more likely to use the internet for health information compared to adults over age 65 •  Annual Income bracket: households earning between $50,000 to >$100,000 •  Households earning more than $100,00 were nearly 60% more likely to do internet-health searches than households earning less than $50,000 •  Women: (85% females compared to 75% males search online for health) •  Socially-responsible; multi-taskers who like free content, dislike restrictions on accessing information and are likely staying well connected
  • 51. BUSINESS JUSTIFICATION •  Usupport’s differentiator relates to its targeted market segment. It is designed for the purpose of sharing health and wellness information, therefore directing 80% of the health-related searches to one specific domain that channels all of the information on health, from looking up symptoms and discussing health problems with your community to finding local classes for a workout or healthy recipes for your meals that week. This targeted market segment combines the specific information of the competitors to attract interested parties in subscribing to the site for the privilege of posting on specific community groups’ pages. •  The market window for this opportunity is within the next 1-2 years. Per market research, health related topics on social media are lagging 2 years behind all other trends. However, it is expanding its focus quickly. Since this particular site would only have a few areas that are subject to patient privacy and regulatory bodies, it is much easier to launch. Given more forums are being generated for people to discuss health and wellness in a variety of ways, it is important to catch the wave within this time span.
  • 52. THE COMPETITION (PRODUCT PAGE) §  Search Engines §  Search Engines with a health function: WedMD, Yahoo Health, Everyday Health §  Native Health Applications: Livestrong, Fooducate §  Social Networking Sites: Facebook §  Health Social Networking Sites: CaringBridge, HITE •  WebMD: 60,000,000 unique monthly visitors ($145.5M) •  NIH: 45,000,000 unique monthly visitors •  Yahoo Health: 40,500,000 unique monthly visitors •  Mayo Clinic: 30,000,000 unique monthly visitors •  Medicine Net: 25,5000,000 unique monthly visitors •  Drugs.com: 22,000,000 unique monthly visitors •  Healthgrades.com: 17,000,000 unique monthly visitors •  Healthcentral.com: 16,900,000 unique monthly visitors •  Everyday health.com: 16,000,000 unique monthly visitors ($146.4M) •  Angie’s List: ($74M)
  • 54. PRODUCT LIFE CYCLE •  Development •  Acquisition •  Business model for users: Freemium •  Business model for companies: Ad supported site; subscription-based for posts •  Building brand awareness: trust & credibility •  Growing user base within a specific market segment: use market strategies (i.e., Ted Talk discussed how we can reduce stress-related deaths by 30% if we just connect with each other) •  Introduction •  Get a following: acquire targeted user-base within a specific market segment •  Market segment: the high-income Millennial, young professionals •  Provide free ad space for large companies: WebMD, Everyday Health •  Over time, user-base grows and ad space limits à low cost to maintain ad space with CV/UV ratios •  Iterate upon basic user pain points (feature prioritization) •  Growth •  Pit companies against each other to bid on higher prices for ad space •  As user acquisition grows by 1-2%, ad revenue grows by 4-5% •  Assess customer lifetime value and customer acquisition cost •  Opportunity to grow into subscription-based model in this growth period for users •  Maturity •  Product fit and iteration •  User-subscription revenue model •  Further integration of applications •  Decline •  Competitor ability to stream more content •  Users driven toward competitors based on economies of scale
  • 56. BACK-END FEATURE PRIORITIZATION MUST •  Coding of website •  Coding each Usupport home page •  Programming of usability features •  Scrolling •  Clicking •  Data migration of information from relevant sources via key words into organized segments by category on site •  Sequential navigation for settings •  User generated content databases •  Navigation exit of site via links •  Integration of linking posts/content with preferred external social networks •  AD space •  Timely integration of notifications SHOULD •  Coding of native application •  Sequential navigation through settings •  Coding of core feature sets: •  Loops : integration into other apps •  ON/OFF Button: managing notifications •  News Button •  Location Button •  Map Button •  Real-time Button COULD •  Integration of “within-screen” view of external links •  Coding of loving button WONT •  Coding of bookmark folder for loved items
  • 57. FRONT-END FEATURE PRIORITIZATION MUST •  Quick view of Usupport topics (8) •  Simple home page for each topic •  Terms of Agreement page •  Value proposition on each home page •  Scrolling through home topics •  Clicking on preferred topic •  Clicking navigation through next steps •  Place & location for buttons on screen : •  Linked posts on news •  Featured content •  Person Button: social sharing •  Notification Button SHOULD •  Sequential navigation through settings •  Place & location for buttons on screen: •  Loops: integration into other apps •  ON/OFF Button: managing notifications •  News Button •  Location Button •  Map Button •  Real-time Button COULD •  Chat Button •  Loving button WONT •  Bookmark folder for loved items
  • 58. Efficient and effective time management Users don’t have time to search for information and want to be notified instead Users want notifications in real-time Notification Feature OBJECTIVE TREE
  • 59. INFERENCE LADDER Action Belief Conclusion Assumption Meaning Filtered Data Facts Action: Users will search for health information from Usupport and set preferences to be notified on ways to be health in real-time Belief: Users who want to be healthy want a credible source to get information from and will use that sort to organize the way they are healthy Conclusion: Users will set preferences for how to stay healthy with real-time notifications via Usupport Assumption: Users want to be more efficient in managing their time when searching for healthy options Meaning: Users will be more likely rely on a source for how to stay healthy if the source is credible Filtered Data: Users want information organized in manageable segments related to health topic and real- time Facts: Users are using at least 5 sites to search for health content for themselves or others as well as searching for ways to stay healthy (e.g., exercise classes) in real-time
  • 60. USER LIFE CYCLE METRICS •  Acquisition §  User will be directed to Usupport from search engine or social media site referral §  Spent 1-2 minutes reviewing the 8 segment (each element will have a simple value proposition) that compose the site while clicking to read at least 2/8 value propositions of the segment §  Returns to the site again if the user experiences a bounce rate •  Activation §  Signed up to be able to unlock 1 segment §  Visits at least 2 pages within the segment §  Spends at least 1-2 minutes within 1 page of segment §  Logs in within a 24-hour period in order to review the unlocked feature •  Retention §  Time spent between log-ins is less than a 24-hour period §  Session length is between 10-15 minutes across at least 5 pages as a sum total §  Clicks on links supplied via e-mail to review new information for at least 2-3 minutes at a time •  Referral §  Users share information that has been posted across 2/3 of the major sites used by user (e.g., Facebook, Twitter and a personal blog) §  Users posting site page onto group pages of a health site §  At least 30-40% of users are being acquired as a result of shared information from the Usupport network •  Revenue §  The number of advertising companies willing to pay a competitive price (bid) for placing an ad above the fold §  Advertising companies will subscribe for a premium rate to the Usupport network within Q2-Q3 as a result of key customer segment being targeted clearly by ads
  • 62. COSTS (BUSINESS CASE) •  Cloud-based Hosting: $150,000/year (Forbes.com) •  Working Team •  Developers (Team of 3) at $100,000/developer = $300,000 •  UX/UI Designer (Team of 2) at $ 75,000/designer = $150,000 •  Marketing Director (Team of 1) at $80,000/marketer = $80,000 •  Salesperson (Team of 1) at $90,000/salesperson = $90,000 •  Business Development (Team of 1) at $80,000 = $80,000 •  Product Manager (Team of 1) at $75,000 = $75,000 •  Research and Development Manager (Team of 1) at $100,000 = $100,000 Total Cost Breakdown: $875,000 for year 1
  • 63. BENEFITS (BUSINESS CASE) Gross Operating Profit Margin: 160M Cash flow perspective – important to consider in Q1-Q2 Users: 10M Main Objectives Markets (Engagement) Usupport Market Revenue Health Search Engine (1-2%) in Q1 6% 2% $2,900,000.00 Health Social Network (1-2%) in Q2 10% 35% $50,750,000.00 New users (30-40%) in Q2 via referrals       Native application (5%) in Q3 19% 15% $107,700,000.00 Native application (10%) in Q4               Total Revenue     $161,350,000.00
  • 64. IMPLEMENTATION STRATEGY & TIMELINE (BUSINESS CASE)
  • 65. STAKEHOLDER INVOLVEMENT Pre-Launch Development Building Launch Approvals Product Manager Product Manager Product Manager Product Manager Product Manager Business Development Business Development Business Development CEO CEO CEO CEO CMO/CFO CMO CFO CFO Investors Legal Investors Developers Developers Developers Developers UX Designer UX Designer UX Designer
  • 66. Objective 1: Web-based application launch (compatible with website) in the app market §  Purpose: To obtain exposure to application market share §  KR: Increase user acquisition by 5-10% who came from organic search §  KR: Increase user activation by 1-2% of those that were acquired from organic searches §  KR: Increase “following” by 25% via Usupport marketing campaigns §  KR: Direct traffic to web application by 70% from top 5 health search engines Objective 2: Users will activate because of user experience with content searches feature §  Purpose: Increase acquisition resulting in activation of users §  KR: Achieve feature parity (users choosing Usupport over competitors 60% of the time) against competitors A + B in which ads are listed on same page §  KR: Test users will rate 5 key features launched a 4/5 (“good”) as compared to 5 key features competitors sites §  KR: Reduce count failure to 1 occurrence per 1M user visits Objective 3: Issue update with Freemium features added §  Purpose: Add more value to the user experience to increase activation and kick start retention/referral §  KR: Test users will rate new free update a 4/5 in a test of 20 users §  KR: Increase referrals by 10-20% as a result of new feature update §  KR: Increase user retention measured by spending no less than 2-minutes per page daily Objective 4: Strategically align with key well-branded companies §  Purpose: Providing strategic alliances with free advertising will build acquisition of users §  KR: Acquire 2-3 alliances per Usupport segment by providing them with free advertising §  KR: Initiate natural competition between alliances by placing ads on same pages and increasing company engagement by 20% POST-LAUNCH – Q1
  • 67. POST-LAUNCH – Q2 Objective 1: Launch of native application Purpose: Increase retention of user-base and initiate activation of native application market share §  KR: Activation of 15% of the native application market share §  KR: Increase retention of user-base by 20% that were initially acquired from organic searches §  KR: Increased daily time spent on site; spending no less than 5 minutes across pages Objective 2: Successfully integrate social networking platform Purpose: Allow users sharing functionality resulting in increased referral base §  KR: Increase activation by 1-2% of the engagement in the social networking market §  KR: Increase referrals by 30-40% that were initially acquired from organic searches Objective 3: Integration of social platform with Usupport search engine Purpose: Increasing value by adding sharing abilities and options to view activity of other members §  KR: Reduce bugs by 20% in integration §  KR: Increase user-base by 30-40% of market share across two markets (social and search engine) §  KR: Enhance user experience by 70% by reducing the number of steps taken for the top 5% of features accessed Objective 4: Incite ad campaign for companies to bid on ad space Purpose: Initiate first revenue stream via a bidding war on ad space §  KR: Increase natural competition on site pages by 80% from Q1 §  KR: Facilitate natural competition via increasing following by 60% via social media platform §  KR: Start first revenue stream by end of Q2
  • 68. POST LAUNCH – Q3 Objective 1: Increase revenue gain by 10% of market share Purpose: To increase revenue via ad bidding campaign and addition of new feature sets (notification) •  KR: Activation of 5% of the health-related native application market share •  KR: Revenue gain of 2-5% by native application market ad bidding campaign •  KR: Revenue gain of 2-5% via social networking platform ad bidding campaign Objective 2: Become market leader (purpose) via accurate product fit R&D Purpose: To generate a Blue Ocean §  KR: Increase sales by 40% from last quarter §  KR: Increase revenue by 20% from last quarter §  KR: Users will rate Usupport as their most preferred social search engine for health-related information in test of 100 random community members that also continue to engage in competitive sites §  KR: Analyze data on user preference as whole on a bi-weekly basis §  KR: Measure lower customer acquisition cost as compared to customer lifetime value Objective 3: Reduce bug count in all products Purpose: To improve user experience across products and feature sets §  KR: Accurately identify all bugs in all products by testing products and researching customer complaints §  KR: Generate 1-2 viable solutions for customer complaints of bugs monthly §  KR: Implement viable solutions, after user testing, to address monthly bugs identified
  • 69. POST-LAUNCH – Q4 Objective 1: Increase user utility features Purpose: Increase the user value and experience §  KR: Reduce attrition rate by 20% compared to Q3 by sending weekly e-mails to engage with site §  KR: Increase retention and engagement within the site by maintaining window by 20% as compared to Q3 Objective 2: Sponsored links open within Usupport Purpose: Retention of user §  KR: Integrate all advertising campaigns into a cached window within the site with 1 occurrence out of every 1M visitors Objective 3: Increase integration across Usupport segments and products Purpose: To improve user experience while adding value and reducing direct advertising §  KR: Increasing retention by 10% to increase user experience §  KR: Increasing user experience (users will rate “cleanliness” of screen 4/5 in terms of relevant content vs. direct advertising) §  KR: Integrate segments of Usupport on a one-page “newsfeed” with 70% usability Objective 4: Double revenue YoY (purpose) §  KR: Increase subscription sales for interested companies by 25% of overall gross profit margin §  KR: Increase indirect ads (posts by credible sources) by 70% as compared to Q3 §  KR: Sales team will demonstrate weekly communication with targeted companies to increase ads or subscription sales and increase ad campaign by 20% as compared to Q3 §  KR: Increase brand recognition by 20% in a sample of 1% of social media users
  • 70. BUSINESS CASE Challenges/Risks •  Difficulty with streaming content from multiple sources •  Rapidly changing sources •  Regulatory control •  Complete integration of systems upon native application launch MVP §  Definition of success: §  Efficiently stream credible content from top 5 most-visited user site §  Organize information into easily accessed segments for user §  Seamless integrate application with other native applications to provide real-time notification §  Definition of failure: §  Inability to effectively stream top searched user content into site due to regulatory controls §  Inability to effectively integrate real-time notifications with user-set preferences
  • 71. PITCHING USUPPORT (PRODUCT PAGE) •  Health-care companies will spend $1 billion online within the next 5 years •  Most popular activities online •  77% of online users seeking for health related information start at a search engine •  What if there was a social health app specifically designed pull information from these sites, organizing valuable content for the user while pitting companies against each other, fighting for ad space, to find their target customer? •  If we took a small piece of their pie, say 1% the first year, it could mean 160M.