Ziilion E245 final presentation

Idea: A renren app that facilities event meeting in China collegesUser size: 20 million college students in China

Serviceable Addressable Market: US$ 100 millionCustomer Interviewed: 154

Online Surveyed: 48

ZiiLion

Yiye JinEE MS (candidate)UI & UX design

Yinan NaCS MS (candidate)Client-side development

Anthony ChowMS&E MS (candidate) Marketing & Analysis

Junhao JiangEE MS (candidate)

System Architecture

Lu LiMS&E MS (candidate)

Server-side development

Team

Outline

Canvas #1: A renren app that facilities event meeting in China’ colleges Test: Event Goer and Host Value Proposition Test: Sponsors Value Proposition Key Activities: Product Development, Marketing, Risk Mitigation Test: Increase value for Event Goers

Pivot Canvas #2: A website that facilitates events organization in China Test: Event Host Value Proposition

Pivot Canvas #3: A renren app that ranks and reviews all aspects of China college campus life Test: User Value Proposition

Customer ArchetypeEvent Host Event Goer

Name: An Qi Huang• Junior at Wuhan University, major in

Economics• Loves music and psychology• Student leader of Yoga Club• Organizes weekly yoga sessions• Wants to attract many event attendants

Name: Yu Zhou Wang• Junior at Shanghai Jiaotong University,

majoring in EE• Interested in a variety of sports, street

dancing, music and comics• Actively finds events on renren.com, BBS

and through word of mouth

Business Ecosystem

Small business near campus

[email protected]

PaymentService

Event Organizers

Event Attendants

5% commission

$100 per year

$200 initial user acquisition/school

Demo

http://www.youtube.com/watch?v=PJRTYK8tUcI

China’s Market

Users: 1. Events goers2. Events Hosts

Customers:3. Local small

businesses4. Events Hosts

1. Bid ranking for events2. Sponsor recommendation3. Subscription for local businesses

1. Renren.com2. Campus Map

providers3. Companies with

established network with student body

4. Local “Groupon” companies

1. App design and development2. Server/Web Hosting3. Marketing

1. Promotion2. App Development3. Marketing4. Early adopter

acquisition

1. Student bodies connection

2. User base in renren3. Sponsor base in

“Groupon” companies

Events Hosts: Cost reduction, increased reach, sponsor matching

Events Goers: Event info aggregation, Social influence

Local Businesses: Exposure to students through web advertisement, Attendants analysis

Events Hosts: post-event feedback and social connectionEvent sponsors: Post-event feedback

Distribution + user acquisition: Renren.comSponsor acquisition: Local “Groupon” companies

Business Canvas #1

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China’s Market











acquisition









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Test: Value Proposition for Event goers/hosts

What we did

1. Online survey on renren.com (48 ppl)

2. Phone call to current Chinese college students (12 ppl)

3. Face-to-face to new Chinese students at Stanford (8 ppl)

What we found

1. Event goers: need an event aggregation and management site.

2. Event hosts: need a site for online event marketing, sponsor recommendation, and attendant analysis.

3. Event hosts: willing to pay this service.

China’s Market











acquisition









Business Canvas #1

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Test: Value Proposition for local businesses

What we did

Tsinghua University (5 local stores)

Wuhan University(6 local stores)

Huazhong University(8 local stores)

What we found

Medium business sponsor: 1. Willing to pay 1000-2000 RMB (175-350

US$) per year. 2. Want a coverage of 60-80% students on

campus.

Small business sponsor: 1. Do not believe in online advertising.

China’s Market



medium businesses

4. Events Hosts








acquisition









Business Canvas #1

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Key Activities

What we did

1. App MVP development (150 hours)

2. Get in touch with renren.com to discuss censorship issue

3. User testing (27 ppl)

4. Acquire early adopters (8 event hosts)

What we found

1. Censorship on renren.com is not a problem.

2. Feedback on app features, such as calendar, social elements, and UX.

3. Early adopters (event hosts) are not actively posting their events.

China’s Market



medium businesses

4. Events Hosts








acquisition









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Aggressive Marketing

What we did1. Contact colleges event hosts

(33 ppl)

2. Create a Fan page (270 fans) and spam news feed on renren.com (500 app installations)

3. Scrape the event posts from BBS and School website (43 events)

4. Interview event goers (10 ppl)

What we found

1. Low user retention rate.

2. No viral effect on social network as we expected.

3. Event hosts lose interest in further posting because of not enough event goers coverage.

4. Not enough value for event goers, need to improve it.

China’s Market



medium businesses

4. Events Hosts






5. Overseas colleges



acquisition5. Building overseas

Chinese networking



“Groupon” Corps4. Overseas connection


Events Goers: Event info aggregation, Social influence, overseas exposure, inter-college, celebrity events

Local Businesses: Exposure to students by web advertisement, Attendants analysis



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Test: Increase value proposition for event goers

What we did

1. Exposure to overseas colleges events: open public access to Stanford events via renren news feed.

2. Inter-colleges events: create an event between WU and HUST and broadcast on renren.

3. Celebrity events: Post selected high-profile events in Tsinghua.

What we found

1. Event goers show much more interest in celebrity events than general events (31 page view). But this kind of event is quantity-limited.

2. Little interest in overseas colleges events (only 2 clicks in 3 days).

3. Little interest in inter-colleges events (only 4 clicks in 4 days).

Re-think our business

Two pivot directions proposed: 1. Focus on event hosts only

A platform for easy scheduling and multi-social-platform broadcasting for both public and private events

2. Expand from event to every aspect of campus lifeA ranking and review site for all aspects of campus life

Insight: 1. Finding event is not a strong enough pain point for

college students. 2. Pain Point for event hosts discovered: Multi-platform

management

Business Canvas #1 to 2

China’s Market



medium businesses

4. Events Hosts










Chinese networking









Business Canvas #2

China’s Market

Users:Individual event hosts

Customer:F&B/Retail/Entertainment Shops

Major SNS:1. Renren.com2. Weibo3. QQgroups4. Fetion SMS

Users:1. Automated Service

Restaurants/Retail Shops:2. Automated Service

Targeted Advertisements:Monthly subscription packages for advertisement on our site.

1. App design and development2. Server/Web Hosting3. Marketing cost


1. Customer Development

2. Product Development

3. Marketing

Event Hosts:1. Improve scheduling2. Time reduction3. Multi-platform

broadcast4. Recommendations

for event related resources

F&B/Retail/Entertainment Shops:5. Targeted

advertisement to events that will happen

1. Developer2. Large user base

on all major SNS

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3. Marketing







on all major SNS


on all major SNS

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Test: Value Proposition for Event Hosts

Test Pivot Direction #1Did:1. Phone interview Chinese students and

working adults (19 ppl)

Found:2. Our idea is not well received by working

adults since they have established ways to organize events

3. Students have limited demand and diversified requirements.

4. Chinese prefer sincerity over efficiency

Pivot Direction #2

Freshmen:Uncertain about new environment, want to know more about courses to take and which professors are good

Sophomore:Care more about campus events and social life

Junior:Worry about next steps ( jobs, graduate school, going abroad) and means to get them

Senior:Settled for next steps in life and wants to enjoy the rest of college life (party places, restaurants, and other fun places)

Insight: Students have different focus during different stage of their college life.

Pivot Direction #2Idea: A website that allows college student to benefit from the wisdom of the crowd in making decisions that will impact their lives socially and academically, and make their campus life more colorful.

Product: A ranking and review site for all aspects of student life.

FoodRetail Shops

CoursesJobs/Internships

CampusEvents

…


China’s Market



medium businesses

4. Events Hosts










Chinese networking









Users :China college students

Customers :Local businesses

Users:1. Make decision based on

wisdom of the crowd2. Student

discounts/offers/deals3. Have fun

Local Businesses: 1. Exposure to students2. Traffic redirect3. Obtain customer

feedbackDistribution/User acquisition channel:1. Renren.com

Sponsored Search:Local business pay for traffic on cost-per-click (CPC) modelAdvertisements:Monthly subscription packages for advertisement on our site. Offers/Deals:Take a percentage cut of offers and deals placed on our site.

Local Businesses:1. Personal service


1. Renren.com2. College administration

1. Customer Development2. Product Development3. Marketing

1. Large college student user base in renren.com

2. Content from college administration

3. Details of local businesses around campus

4. Connections to popular people in colleges

1. App design and development2. Server/Web Hosting3. Marketing cost4. Content acquisition cost

Content channel:1. BBS2. College students3. School Administration4. Business review sites

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Sponsored Search:Local business pay for traffic on cost-per-click (CPC) modelAdvertisements:Monthly subscription packages for advertisement on our site. Offer/Deals:Take a percentage cut of offers and deals placed on our site.











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Test: Value Proposition for College Students

What we did

1. Phone interview with Chinese students (16 ppl)

2. Competitor Analysis

3. Market Sizing

What we found

1. Users think that the reviews of campus resources are valuable to them.

2. Users are willing to rank and write review if they’re provided rewards from local store.

3. Chinese people like ranking in nature.

What learned from Eng245

1. MARKET will teach you more than you can interview.

2. Should design right MVP for early adopters.

3. Remote market will present a lot of DIFFICULTIES.

4. Do not make your assumption FACT.

5. Be able to distinguish FEATURES from PAIN POINTS.

Thank You!

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on all major SNS

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Ziilion E245 final presentation

Education

Transcript of Ziilion E245 final presentation