Jambo! is a mobile advertising platform that enables advertisers to quickly and effectively
target specific segments in Africa
Week 10
Kris Cuaresma-PrimmJan Shelly Brown Nick KroshusAli Punjani Saman Kielty
Jambo’s vision is to provide discounted/free text, talk, and data to Base of the Pyarmid users in
emerging markets in exchange for consuming ads.
Week’s InterviewsUsers
6 Mentors
2
Total InterviewsUsers
100 (10)Mentors
11
The Current PlanThe Original Vision
Kris Cuaresma-Primm
Jan Shelly Brown
Nick Kroshus
Saman Kielty
Ali Punjani
Leonard Annan
Berkeley-Haas MBARole: PickerFocus: Marketing & Sales
Berkeley-Haas MBARole: DesignerFocus: System Design
Berkeley-Haas MBARole: DesignerFocus: Mobile Carriers
Asheshi University Role: On-the-Ground PartnerFocus: Mobile Apps
Berkeley PHD - Computer ScienceRole: Hacker Focus: Technical Development
Berkeley-Haas MBARole: HustlerFocus: Project Management
Who Who is our team?
WHAT
Where
WHY
Today
OriginalVision
WHOHOW
What was Jambo’s journey to today?What
Total Available
Served Available
Target
India Ghana “African Lions”
$13 Billion
$4 Billion
$195 Million
$721 Million
$288 Million
$94 Million
$5.7 Billion
$2.2 Billion
$734 Million
Where Where is the right market?
Learning……Too
Saturated …Too Small …Just Right
We need a “Goldilocks” MarketWe need a “Goldilocks” Market
Who is our target market?
College Student
• Female farmer• Mother of three children• Wants to talk to her sister
that moved to town• Wants smartphone, buys
soap, razors
Rural Mother
• 19 year old male student• Uses smart feature phone• Wants more minutes and
credits to talk to his friends
“Penetration” CPG
• Brand Manager of penetration-focused CPG
• Multinational basic marketer• Unilever country manager
Who
What What is the right value proposition for whom?What
Base of Pyramid
Rural Farmer
Rural Mom
Mass Market
Rural Mom
Urban Mom
Urban Mom
College Student
Target Users Incentive Advertisers
Mobile Minutes
Mobile Minutes
Mobile Minutes
Sweepstake
Relevant Content
Relevant Content
Content + Minutes
Phone Upgrades
Global CPG
“Basic Good” Marketer
“Penetration” CPG
Media House
“Penetration” CPG
“Discretionary”Marketer
Market Research
New Product
WEEK HYPOTHESIS
10 100PIVOTITERATE
Lack purchasing power desired by
advertisersWomen make
purchasing decisions for household
Valued information is an important aspect
Trusted brands are a key for growing
Reaching rural users is cost prohibitive
Market Research budgets are minimal
594INTERVIEW
8
Mobile users are better consumers than customersMobile users are better consumers than customers
How How can we operate successfully?
Customer Acquisition Cost :< $0.15
Conversion 1.5 - 7%
Get Keep Grow
• Facebook• Out of Home• Sales Force• Referral • SMS Gateway
• Sweepstakes• Relevant Content• Improved Ads
Customer Acquisition Cost : $60K per 1M customers
• Customer data mining• Customer referrals• Country expansion
through partnerships
Some Metrics Really MatterSome Metrics Really Matter
WHY Why will we beat our competitors?
Proprietary customer database:
•Seeded with ~10 Million basic mobile customer records
•Enhanced customer information to include interests, spending patterns, etc.
• Targeted consumer databases
• SMS gateway technology for NGOs and CPGs
• Periodic consumer incentives
Jambo will not only offer NGOs & CPGs a platform to reach customers, but will mine the consumer information, enabling offering more targeted qualified leads to NGOs and CPGs
Potential customer rewards:
•Sweepstakes
•Informative content
•Airtime/credit
Provide a mobile advertising platform that improves targeted consumer databases
Provide a mobile advertising platform that improves targeted consumer databases
Today Is this idea the best idea for tomorrow?
Investment Readiness: Validated Product Market Fit
There are key steps and assumptions that require validation: •Validation of both the left and right side of the canvas •High fidelity prototypes
5
8
6
4
2
Today What did we learn about finding customers?
Customer Interactions
0 105
Week
Media & Advertising Mobile Users
Cultural differences and an emphasis on relationships, made ongoing mobile user customer discovery increasingly difficult.
“Media buyers only use vetted platforms”
Media & Ad Agencies have an incredibly higher barrier to entry, which relies on personal relationships or “huge success.”
“New platforms can’t be vetted unless itis used by media houses.”
Today What did we learn about the process?
It helps keep the team focused, but it also acts as an anchor, hindering the ability to pivot.
0 105
Week
CostOf
Change(CoC)
Bad Idea Commitment Curve
Pivot Debt
Actual CoC
OptimalCoC
A Clear Vision is like a Stake in the Ground
The longer a team works on an idea the more difficult it is to pivot or start over because the they know how much time and energy it will take to change.
The Future is BrightThe Future is Bright
Week 1
Week 2
Week 3
Week 4
Week 5
Week 6
Week 7
Week 8
Week 9
Week 10