Gamespeed E245 final presentation

March2012

ORIGINAL IDEA = CUSTOMIZED WORKOUT PLATFORM FOR ATHLETES

# OF CUSTOMERS INTERACTED WITH = 4,009 (147 in person/phone interactions)

UNITS = # of people

ORIGINAL MARKET = ADOLESCENT ATHLETES IN ALL MAJOR SPORTS

March2012

OUR TEAM:

MBA 2012 B.S. USAF Academy

TIM HADE

MS EE 2012 B.S. USAF Academy

TODD BRANCHFLOWER

PhD Biology 2016 B.S. UC Santa Cruz

PAUL LEARY

Mentor Founder of YardBarker

PETE VLASTELICA

www.businessmodelgeneration.com

Cost structure Revenue streams

Key resources

Key

activities

Key

partners

Value

proposition

Customer

relationships

Customer

segments

Channels

Existing Trainer expertise

Hopeful Industry Experts

Athletes Sales/Marketing

- Content Production

- Customer Acquisition/Service - Infrastructure

- Talent to Expand (if necessary)

Great Content

Intuitive Design

Community Development

Data Solutions

Content expertise

Web Design / Development

Customer Acquisition / Retention

Athlete/Parent Better Results Low Cost

Convenient

Coaches Better Results

Education

Monitoring Convenient

Low Cost

School Board Better Results

Low Cost

Subscription Athletes (individual) Coaches (teams)

Advertising Qualified leads

Coaches Direct sales Web-based

Athletes Web-based

0 – 18 Months Athletes

Coaches

Parents

School Boards / Rec Programs

Acquisition Personal / Automated

Retention Automated / Co-created /

Community

Upselling Personal / Web-based

http://www.businessmodelgeneration.con

March2012

STEP #1: GETTING OUT OF THE BUILDING

DECISION MAKER =

Coach

ECONOMIC BUYER = School

Admin/AD

RECOMMENDERS = School Boards

INFLUENCERS = Peers/Parents

USERS = High School Athletes

Key Learning #1: Coaches are the gateway to our market. Need to

build product with their needs in mind.

ACTION NUMBER = 64

We directly spoke with 64 coaches

and observed 10+ team workouts

during this process



Key resources

Key

activities

Key

partners

Value

proposition

customer

relationships

customer

segments

Channels







Great Content

Intuitive Design


Data Solutions

Content expertise




Convenient


Education


Low Cost


Low Cost




Athletes Web-based

0 – 18 Months Athletes

Coaches Parents

School Boards / Rec

Programs



Community





Key resources

Key

activities

Key

partners

Value

proposition

customer

relationships

customer

segments

Channels







Great Content

Intuitive Design


Data Solutions

Content expertise




Convenient


Education


Low Cost


Low Cost




Athletes Web-based

0 – 18 Months



Community


COACHES

64


COST

BE

NE

FIT

Do It

Yourself

In-House

Strength

Coach Personal

Trainer

March 2012

D3

D2

D1 D4

STEP #2: SEGMENTING THE COACH MARKET

Key Learning #2: We believe our product appeals to about 88% of HS

football coaches.

D1 D2 D3 D4



Key resources

Key

activities

Key

partners

Value

proposition

customer

relationships

customer

segments

Channels







Great Content

Intuitive Design


Data Solutions

Content expertise



Athlete Better Results Low Cost

Convenient


Education


Low Cost




Athletes Web-based

0 – 18 Months



Community


COACHES

64




Key resources

Key

activities

Key

partners

Value

proposition

customer

relationships

customer

segments

Channels







Great Content

Intuitive Design


Data Solutions

Content expertise




Convenient


Education


Low Cost




Athletes Web-based

0 – 18 Months



Community


COACHES

• D1

• D2

• D3

• D4

64


March 2012

STEP #3A: COMMUNICATING WITH TARGET MARKET

Key Learning #3: Direct email is the most efficient way for us to

generate traffic, but without partners, this approach isn’t scalable

Direct Email

Google/FB Search Google Display

March 2012

STEP #3B: COMMUNICATING WITH TARGET MARKET

Key Learning #4: We can scale display advertising to meet our goal of

300 new visitors/day…and we think we can afford it

Search $20/Day Search $40/Day

Display $40/Day

Display $20/Day

Learned how to

manage networks

March 2012

STEP #4: VISITORS ≠ USERS

Key Learning #4: Bringing visitors to the site is not enough. Product

education is essential to converting visitors into paying users.

NO FREE TRIAL (FEB 6 & 7)

VISITORS = 1140

VIEWED REGISTRATION PAGE = 274 (24%)

USERS = 24

R2U CONVERSION RATE = 8.7%

FREE TRIAL (FEB 21 & 22)

VISITORS = 245

VIEWED REGISTRATION PAGE = 56 (23%)

USERS = 32

R2U CONVERSION RATE = 57%



Key resources

Key

activities

Key

partners

Value

proposition

customer

relationships

customer

segments

Channels







Great Content

Intuitive Design


Data Solutions

Content expertise




Convenient


Education


Low Cost




Athletes Web-based

0 – 18 Months



Community


COACHES

• D3

• D4

64




Key resources

Key

activities

Key

partners

Value

proposition

customer

relationships

customer

segments

Channels







Great Content

Intuitive Design


Data Solutions

Content expertise




Convenient


Education


Low Cost



Coaches Direct sales

• Camps, clinics, conventions

Web-based

• Direct email, SEM

0 – 18 Months

VISITORS

• Direct email best, requires partner to

scale

• SEM scalable, display best, need $

USERS

• Product education

critical, free trial ness.

COACHES

• D3

• D4

64

3855

3855


March 2012

STEP #5: WHAT COACHES WANT

Key Learning #5: Initial product failed to meet coaches needs, but we now have

a pretty good understanding of the value prop we need to offer

1) Need the ability to customize workouts to meet my specific situation

2) Coach UI is too complicated…needs to be more intuitive

3) Need print functionality/control (not mobile)

4) Want to be able to see exactly what my athletes see

5) Want ability to upload content

n = 60



Key resources

Key

activities

Key

partners

Value

proposition

customer

relationships

customer

segments

Channels







Great Content

Intuitive Design


Data Solutions

Content expertise




Convenient


Education


Low Cost





Web-based


0 – 18 Months

VISITORS


scale


USERS



COACHES

• D3

• D4

64

3855

3855




Key resources

Key

activities

Key

partners

Value

proposition

customer

relationships

customer

segments

Channels







Suggested Content

Intuitive Design

Customized Solutions

Content expertise




Convenient


Education


Manageable Cost Ownership

Customization Ability





Web-based


0 – 18 Months

VISITORS


scale


USERS



COACHES

• D3

• D4

64

3855

3855

60

60


March 2012

STEP #6: BUILDING A BUSINESS

3800 Coaches

EOY 2013



Key resources

Key

activities

Key

partners

Value

proposition

customer

relationships

customer

segments

Channels







Suggested Content

Intuitive Design


Content expertise




Convenient


Education








Web-based


0 – 18 Months

VISITORS


scale


USERS



COACHES

• D3

• D4

64

3855

3855

60

60




Key resources

Key

activities

Key

partners

Value

proposition

customer

relationships

customer

segments

Channels




Suggested Content

Intuitive Design


Content expertise




Convenient


Education




Subscription Coaches (teams)

Advertising General or w/ partners?



Web-based


0 – 18 Months

VISITORS


scale


USERS



COACHES

• D3

• D4

64

3855

3855

60

60

96 10

Product Dev Development Front End

Third Party Costs Content Production

Overhead Salaries Legal/Accounting

Equipment/Supplies

Customer Acq Partnerships Marketing

15


March 2012

STEP #7: THE NEXT 9 MONTHS

PRODUCT DEVELOPMENT

CUSTOMER DEVELOPMENT

FUNDRAISING

MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

Iterate on 60

coaches inputs

(SITE CLOSED)

V2 Hard Release 150 paying customers

TEST RAPID ITERATION CAPABILITY

Continue Iteration on 210 customers, develop market

ready solution, explore sport expansion (SITE CLOSED)

V3 Hard Release

1000 paying

customers

AFCA CONV

DecisionTime

Continue Experiment

Launch Marketing Campaign #2

Goal = 263 Visitors/Day

Budget = $100/Day

Latent Period

Explore Partnership Potential Launch Marketing Campaign #3

Goal = 1300 Visitors/Day

Budget = $500/Day

Goal = $10,000 Goal = $70,000 Goal = $70,000



Key resources

Key

activities

Key

partners

Value

proposition

customer

relationships

customer

segments

Channels




Suggested Content

Intuitive Design


Content expertise




Convenient


Education








Web-based


0 – 18 Months

VISITORS


scale


USERS



COACHES

• D3

• D4

64

3855

3855

60

60

96 10




Equipment/Supplies


15




Key resources

Key

activities

Key

partners

Value

proposition

customer

relationships

customer

segments

Channels

Suggested Content

Intuitive Design


Product Dev

-Front End Design

Customer Dev

- Partnerships - Additional Marketing

education

Fundraising

- Money


Convenient


Education








Web-based


0 – 18 Months

VISITORS


scale


USERS



COACHES

• D3

• D4

64

3855

3855

60

60

96 10




Third Party Costs Equipment/Supplies


15

15

Existing

Training

Hopeful

Equipment

Apparel Nutrition

Recruiting

Statistics

Video

Other Web based

9


March2012

QUESTIONS?

Gamespeed E245 final presentation

Education

Transcript of Gamespeed E245 final presentation