From 56 Ideas to ONE

The Knack Pack OAP ProjectMay 19, 2012

56

Idea Overload

• 56 ideas among team• Had to narrow among us• First cut a baker’s dozen• Two viable ideas targeting

same audience were of interest– College fundraising site for

families– Time lapse photo app to capture

growth of child over time

What to do? Ask the audience to help us decide

• 5 in depth interviews with moms of young children from newborn to tween

TWO IDEAS, ONE CLEAR WINNER• Overwhelming angst and issues

raised for a college fundraising website for their child/children

• Enthusiasm, interest and ideas shared for our Child Time Lapse Photo Capture App

New Team Name: The “Photo App”

Knack Pack

Problem: There is no one app that is a mom’s “MEMORY ALLY” in their efforts to consistently capture the growth of their child

Photo Source: BBC News Magazine

Our Project: The Child Time Lapse Photo Capture App

Photo Source: BBC News Magazine

An easy and fun way to be reminded, snap, create and safely store and share a creative,

chronological photo memory file of your children using your smartphone

Key Findings Initial Interviews

• All were interested if this were EASY to use, especially liked the reminder / organized online storing of kids photos

• Most were not content with their upkeep and sharing of kids photos nor that their photos are protected from loss

• All liked the idea of creating a “time-lapse” photo file of child’s growth, some wanted to retroactively create using existing photos

• All liked the idea of being able to somehow print this file out in gift or memory book• In discussing how to price, the majority were leaning towards one time fee• How likely would you be to download this photo app/service on scale of 1 (not likely) to 5

(very likely). Score 4.8• How likely would you be to tell friends about this service on a scale of 1 (not likely) to 5

(very likely). Score 4.8

Additional Ideas From Initial Interviews

• Target new moms• Allow filters for printing albums and auto text (eg, for dates correlated to child's birth)• Add on services akin to virtual scapbooking would be of interest to one• Variety of Filters for pix - eg, black/white, auto crop, etc.• Allow family/friend email list - quick push of new photos if not all• Two mentioned needing to collect photos for a school project and this kind of

archive/program would be beneficial

Evolved Hypothesis from Initial Interviews

• Concept could be broadened to include some of the recommended features per customer input.

• Key will be to keep differentiated from other photo apps so more research is required.

• Idea is to enhance the "phone" photo features as often is the sole device carried by most and most often.

• Must be simple to use and accomplish intent as this audience is extremely busy and not all are tech savvy nor want to spend precious time "documenting" or "sharing" with others despite desire to really do so!

Next: Expand, Refine, Further Test Value Proposition

• Paid online survey of 15 female audience members

• Ages 25-40 with household income of $25K+ in the US with at least one child 10 or under AND uses their smartphone to take pictures of them

Key Survey Findings• The ways in which people do capture and share memories now is highly fragmented• 60% would consider or immediately use our tool to help them with keeping precious memories organized• 87% are somewhat to very interested if our tool reminds them to take a photo and then would size, date, store and help them creatively share them• 73% primarily keep photos on their device leaving them vulnerable to loss or corruption• 60% would want to turn their photos into a short, fun “time-lapse” video and other add on services were of interest, 47% even noted would be interesting in using for pets• 60% currently share select photos via email attachments and 80% use facebook• Price tolerance varied as per child photo file from .99 cents to $30 – the mean was nearly $7 and the median was $5• 100% would likely or definitely tell friends and family about this service

Evolved Hypothesis from Surveys

• We did find a surprisingly large number of the women surveyed are not using any backup (73%) for what are surely precious photos on their smartphones.

• Our project may take on more "storage" solution aspects than originally intended as we had wanted the output to be primarily a "time-lapse" photo tool but it seems apparent that many are not safeguarding their memories and are indeed concerned or overwhlemed by this.

• An easy-to-use and non-tech laden tool or time-demanding tool is still key.

Today, 54% of moms in the US have the power to take quality photos of their kids at their fingertips using their trusted smartphones.

2012 Neilsen data notes that there are 150 Million people using a smartphone in the US.

With 30 million kids, we conservatively estimate 8 million potential “smartphone” families with kids under 8 years of age in the U.S. alone

Marketplace Potential

Conclusion

• As nearly 87% of the sample surveyed would be somewhat or very interested and would pay per child for an app that reminds, sizes, dates, stores and helps them creatively share these photos, we will continue to explore this idea