miércoles, 11 de diciembre de 2013
miércoles, 4 de diciembre de 2013
- Create 1 to 3 personas for your target segments
First Persona:
18-30 year old heterosexual man that probably has a job and also is an university student. He has friends from college and maybe from the gym and he is used to meet girls by friends in common in hush hour and when he goes out to clubs.
When he's with male friends he talks about girls and also flirts with girls on the street to show himself off and maybe have a real date.
He likes to drink and can spend some money on it but he would like to save some to go out more times in a month.
Second Persona:
18-25 year old heterosexual woman that hopes to find a boyfriend and have fun with her girlfriends in clubs. She is a student and probably has a job and she keeps friends from childhood that encourage her to keep looking for Mr. Right.
She is shy and would not download the app at first or maybe hide the real reasons when making the download.
Third Persona:
18-21 year old girl that used to have a boyfriend from a long time in her teenager times and recently broke up. Now she feels that she needs to have more fun with her friends and parties are always a great choice for her.
She has the feeling that now she can recover all the past years she was in a relationship and she wants to have more dates now that she can. This girl won't probably hide she wants to meet guys and she will try to be single as long as she can.
Forth Persona:
30-35 year old club manager that thinks about business but still knows what young people want and need. He/She will probably take advantage of the social app to make and promote all the advertisement of the establishment he/she manage.
he/She believes that all kind of media is valid to get to the customer and associating the advertisement with smartphones would be a great deal for him/her.
BUSINESS MODEL - The Empathy Map
Customer Perspective:
Our product has 3 target customers and we tried to interview people that could identify themselves in at least one of these targets. After that we came up with different personas listed bellow:
(SHE: PINK / HE: BLUE / CLUB OWNER: GREEN)
What does he/she HEAR from:
FRIENDS:
- You don't need any app to meet guys but you could use it to get promos.
- Let's see what is it, bro.
- If the app goes viral it could be a great idea for you to use in your business.
BOSS:
- You can use the app as long as you don't expose the company.
- You can use the app as long as you don't expose the company.
- THIS PERSONA IS HIS/HER OWN BOSS.
INFLUENCE:
- What do people are going to think of you?
- It's not the best way to meet a girl for a serious relationship.
- The more ways of reaching the customer, the better.
What does he/she SEE from:
ENVIRONMENT:
- Probably a new way of saving money through an app.
- One way more to have dates.
- An opportunity to sell products and making advertising.
FRIENDS:
- At first friends will see it just as a way of saving money and knowing more about a club but after a while they'll see that they may use it to meet guys too.
- They're going to think that the man is trying to show himself off and they will want to join him.
- They are going to see it as an investment.
WHAT THE MARKETS OFFERS:
- A new entertainment.
- A new hobby.
- A new way of reaching his/her customer target.
What does he/she SAY and DO:
ATTITUDE IN PUBLIC:
- At first hide the app from friends, but then when they join it too she will probably use it fearless.
- Show himself off and take it as a joke even though he is taking it seriously.
- He/She is going to make people download the app, this way his/her influence is going to be bigger.
APPEARANCE:
- She's going to omit that the app can help her meeting guys and she will only reveal that the app helps her knowing more about a club and to be part of promotions at parties.
- He's going to use it just to meet new girls but even though he doesn't care about the promotions he's going to benefit from it.
- He/she is going to incentive the download.
BEHAVIOR TOWARDS OTHERS:
- Discrete.
- Playful.
- Professional.
What does he/she THINK or FEEL:
WHAT REALLY COUNTS:
- Meeting guys.
- Meeting girls.
- Making more money.
MAJOR PREOCCUPATIONS:
- Be misunderstood and judge by friends.
- Not finding enough girls on the app.
- Few people using the app.
WORRIES AND ASPIRATIONS :
- She worries that friends and family think she's desperate to find a boyfriend but she wants to meet new boys.
- He worries about few girls downloading the app and his aspirations are to have more dates.
- He/she worries about the number of people using the app and he/she will hope it goes viral.
PAIN:
Small number of downloads for different reasons for boys and girls.
The small number of downloads could affect the direct selling to club owners.
Even if the app goes viral the promotions and small prices are not in charge of yoUnique group, the clubs are responsible to make great offers to keep people interested in the app.
GAIN:
User loyalty. Increasing number of downloads. Huge client disclosure.
The biggest obstacle is to stand out and become the best among our competitors.
Customer Perspective:
Our product has 3 target customers and we tried to interview people that could identify themselves in at least one of these targets. After that we came up with different personas listed bellow:
(SHE: PINK / HE: BLUE / CLUB OWNER: GREEN)
What does he/she HEAR from:
FRIENDS:
- You don't need any app to meet guys but you could use it to get promos.
- Let's see what is it, bro.
- If the app goes viral it could be a great idea for you to use in your business.
BOSS:
- You can use the app as long as you don't expose the company.
- You can use the app as long as you don't expose the company.
- THIS PERSONA IS HIS/HER OWN BOSS.
INFLUENCE:
- What do people are going to think of you?
- It's not the best way to meet a girl for a serious relationship.
- The more ways of reaching the customer, the better.
What does he/she SEE from:
ENVIRONMENT:
- Probably a new way of saving money through an app.
- One way more to have dates.
- An opportunity to sell products and making advertising.
FRIENDS:
- At first friends will see it just as a way of saving money and knowing more about a club but after a while they'll see that they may use it to meet guys too.
- They're going to think that the man is trying to show himself off and they will want to join him.
- They are going to see it as an investment.
WHAT THE MARKETS OFFERS:
- A new entertainment.
- A new hobby.
- A new way of reaching his/her customer target.
What does he/she SAY and DO:
ATTITUDE IN PUBLIC:
- At first hide the app from friends, but then when they join it too she will probably use it fearless.
- Show himself off and take it as a joke even though he is taking it seriously.
- He/She is going to make people download the app, this way his/her influence is going to be bigger.
APPEARANCE:
- She's going to omit that the app can help her meeting guys and she will only reveal that the app helps her knowing more about a club and to be part of promotions at parties.
- He's going to use it just to meet new girls but even though he doesn't care about the promotions he's going to benefit from it.
- He/she is going to incentive the download.
BEHAVIOR TOWARDS OTHERS:
- Discrete.
- Playful.
- Professional.
What does he/she THINK or FEEL:
WHAT REALLY COUNTS:
- Meeting guys.
- Meeting girls.
- Making more money.
MAJOR PREOCCUPATIONS:
- Be misunderstood and judge by friends.
- Not finding enough girls on the app.
- Few people using the app.
WORRIES AND ASPIRATIONS :
- She worries that friends and family think she's desperate to find a boyfriend but she wants to meet new boys.
- He worries about few girls downloading the app and his aspirations are to have more dates.
- He/she worries about the number of people using the app and he/she will hope it goes viral.
PAIN:
Small number of downloads for different reasons for boys and girls.
The small number of downloads could affect the direct selling to club owners.
Even if the app goes viral the promotions and small prices are not in charge of yoUnique group, the clubs are responsible to make great offers to keep people interested in the app.
GAIN:
User loyalty. Increasing number of downloads. Huge client disclosure.
The biggest obstacle is to stand out and become the best among our competitors.
lunes, 11 de noviembre de 2013
domingo, 10 de noviembre de 2013
yoUnique
The yoUnique team has five members, they are;
Ágúst
Elvarsson
Higor Chagas
Malik Benaboud
Thiago Dappes Guimarães
Victor Perez-Rosales
A summary of the Actors, Needs, Solutions, and Context of Use
The idea of yoUnique has changed somewhat from its early stages. At first the actors were ordinary people that enjoy the nightlife and that would like to meet someone to spend a great time with. After some research and mind-storming the group realized that this product was destined to fail because it already existed on the market. We changed the whole revenue model and identified other endorsers as actors. The promoters can be clubs, bars, restaurants and big venues such as music festivals. We acknowledged these actors needs to endorse the products they're selling to the people that like to come to their places.
Club owners and other endorser could use yoUnique to promote their venues and advertise products.
There for yoUnique became a “trap” where we would focus on the two different customers and offer them distinct services. The needs of the two are very different. The users themselves which are vital for yoUnique to become a reality want a good way to get to know new people when they are out whilst the endorsers want these people to buy their products. We have to be careful that the app does not only become an advertising platform without the other functionalities working that well, if that happens people are likely to stop using the App. Functionality is key and we know through some research that some of apps who connect people together have some issues with geo tagging through GPS. We added some changes to the initial idea and believe we are improving other similar apps out there.
viernes, 8 de noviembre de 2013
Market Analysis
yoUnique is a social media app that targets a niche.
Users that are willing to go party and meet people and would love to spare money
doing that.
When we consider the article on pandodaily, we can hope the niche social networks are going to explode
when Facebook is becoming a general way of sharing with friends: a platform. That’s
why yoUnique is directly connected with Facebook where users can share the
places they’re at through the app.
yoUnique is an app that brings some leisure and
hobbies to a social media level. On average people spend 1500$ yearly on their
hobbies. An average cost of an app is 0.99 and the average monthly revenue is 4000$ for an iOS app and 1200 for an android. Apple isthe most profitable, actually the average revenue per download is
0.1$ all free and payable apps.
source: Forbes
Regarding competition, there are not many, we have not found any apps that do the same thing as yoUnique is expected to do. There are
Tillate which business is based on night event photo covering, but they do not
link people together with clubs.
The night life is a wide business lacking in some
innovative ways of promoting events and attract more people and more suitable
clients. Only in Barcelona there are around 40 clubs and 3 times the number of
bars. The demand from these clubs to differentiate themselves thanks to new
platforms exists.
source: Forbes
The average number of download per app is 100’000 if
we sum both android and ios. The revenue out of that is 4’600$.
Such a social app would cost slightly more to make so
there has to be a revenue model.
We have looked at the yoUnique analogs what their models are.
Maybe we can apply one of these models and custom it
to our business.
We also have to keep in mind that yoUniques revenue does not come directly from the users but only from the endorsers that advertise through the app, the app itself is free for the users and the more users we have the more likely the clubs are to buy advertises from yoUnique.
We also have to keep in mind that yoUniques revenue does not come directly from the users but only from the endorsers that advertise through the app, the app itself is free for the users and the more users we have the more likely the clubs are to buy advertises from yoUnique.
Potential users for the app are many. Barcelona is the
place aimed at for the apps launch. In the Barcelona metropolitan
area there are 5.5 million people. Of that population a little over 3 million
people are between the ages of 16-64 years old with 49% being male and 51%
female. Within that group lies the main target group for yoUnique. The main target
group is between 18 and 35 years old however we don’t have any data on how many
are at that age exactly. According to an article in 20minutos
55, 2% of mobile phone users in Spain use smartphones. It can be estimated
that this percentage is even higher among young people.
Spaniards
|
Foreigners
|
||||||
bellow 16 years old
|
16 to 64 years old
|
65 and older
|
bellow 16 years old
|
16 to 64 years old
|
65 and older
|
Total
|
|
Men
|
|||||||
Total
|
399.280
|
1.515.664
|
389.957
|
68.902
|
341.501
|
7.090
|
2.722.394
|
Women
|
|||||||
Total
|
375.647
|
1.534.154
|
545.277
|
64.414
|
300.142
|
10.022
|
2.829.656
|
total
|
5.552.050
|
||||||
Another
potential source for users in Barcelona are tourist and for that Barcelona is
perfect since the city is visited by 7,4 million tourist every year. About 17% of
these tourist are within our main target group. That gives us over 1.2 million
tourist.
Source: Barcelona
Turisme
The aim is to launch the app on the Sónar festival. on that festival thousand of potential users come to Barcelona to and by giving endorsers free advertising at this big event we hope to gain many users which will translate into more advertises later.
The aim is to launch the app on the Sónar festival. on that festival thousand of potential users come to Barcelona to and by giving endorsers free advertising at this big event we hope to gain many users which will translate into more advertises later.
Interviews
We interviewed five people
to get a little glimpse if people would in generally like the idea of an app
connecting them with other people and give them promotions at clubs, parties,
bars etc. At this stage we did not tell the people to much, we merely asked them
how they usually liked to meet new people, how they wanted to receive
promotions at clubs and bars.
After these initial 5 interviews
the next step is to perhaps get 10-15 more people to answer the same questions.
After that we will be able to compose a questionnaire out of these questions and
ask more specific questions and then perhaps it can be asked to a bigger population.
We will also need to
interview some promoters, bar- and club owners to see if they would really like
to get their products out by promoting them through this kind of app. But first
we want to see if we can really get the users since everything depends on them.
INTERVIEW 1:
What sex are you? Male/female
-Female
How old are you?
-23
Where are you from? Nationality
-French
How often do you go partying? And why do you go?
-Twice a month
How many social networks are you affiliated to? And
what do you use them for?
-Facebook, Instagram, LinkedIn
Do you use “guest lists” to get into a club? And what
would you improve of them?
-No I do not
When trying to get to know new people what do you normally
do?
-I meet them through common friends, drinks, party or
diners.
How do you think Social media could help you with
this?
-Not so much
What factors encourage you to download an app?
-Utility, advices, promo
What is the average time you use an app for? And what
factors make you stop using that app?
- 10 min – 20min
- Going to work, diner, sleep
Would you like a social media network that connects
you to people through party? Why? How would you do it?
-Not really. I just call my friends. That’s the
only way I go party.
How do you value your privacy in the social networks? (How
private you have your Facebook)
-Most important. I don’t like to have my life
displayed publicly especially partying. I am a working girl and it is very
delicate in an early career to show this aspect.
Have you ever blocked someone on a social network?
why?
-Yes. Harassing.
Do you use coupons when buying? Where do you get them
from? Would you like those type of offers inside clubs?
- No I do not, I wouldn't mind having offers for clubs.
How would you like to receive information of special
offers at the club you are at?
- Maybe Facebook, friends inviting me to
events or if subscribe somehow to the club page. Or email
INTERVIEW 2
What sex are you? Male/female
-Female
How old are you?
-32
Where are you from? Nationality
-Spain
How often do you go partying? And why do you go?
-One or two times
How many social networks are you affiliated to? And
what do you use them for?
-Facebook, Instagram, Twitter, LinkedIn
Do you use “guest lists” to get into a club? And what
would you improve of them?
-Sometimes, but yes I am generally invited.
When trying to get to know new people what do you
normally do?
-Work, friend’s clubs party
How do you think Social media could help you with
this?
- Subscribe to promoters
What factors encourage you to download an app?
-The ranking on the app store
What is the average time you use an app for? And what
factors make you stop using that app?
-20minutes
Would you like a social media network that connects
you to people through party? why? How would you do it?
-Could be nice. If they offer good parties or entries.
How do you value your privacy in the social networks? (How
private you have your Facebook)
-It is very important. MY Facebook is quite private,
only friends can see and I don’t have a lot of friends connected.
Have you ever blocked someone on a social network?
why?
-No but delete friends
Do you use coupons when buying? Where do you get them
from? Would you like those type of offers inside clubs?
- Coupons sometimes in supermarket. It could be nice having offers from the
club.
How would you like to receive information of special
offers at the club you are at?
- Through Facebook or twitter
INTERVIEW 3
What sex are you? Male/female
-Male
How old are you?
-25
Where are you from? Nationality
-USA
How often do you go partying? And why do you go?
-2-3 times a month
How many social networks are you affiliated to? And
what do you use them for?
-Facebook, Instagram, LinkedIn, twitter, Badoo.
Do you use “guest lists” to get into a club? And what
would you improve of them?
- I do organize guest lists
When trying to get to know new people what do you
normally do?
-I meet friends at uni, through other friends, clubs
and many on Facebook
How do you think Social media could help you with
this?
- The more platforms to promote the better
What factors encourage you to download an app?
-The quality of the app
What is the average time you use an app for? And what
factors make you stop using that app?
-10-40min
Would you like a social media network that connects
you to people through party? Why? How would you do it?
-Yes, I am a promoter, I would love to have such a
tools in my pocket
How do you value your privacy in the social networks? (How
private you have your Facebook)
-Well, it is more or less my way of letting people
‘’window-shopping’’
Have you ever blocked someone on a social network? Why?
-Yes an ex
Do you use coupons when buying? Where do you get them
from? Would you like those type of offers inside clubs?
-I use Groupon
How would you like to receive information of special
offers at the club you are at?
- Facebook
INTERVIEW 4
What sex are you? Male/female
-Male
How old are you?
-20
Where are you from? Nationality
-Spain
How often do you go partying? And why do you go?
-once a week
How many social networks are you affiliated to? And
what do you use them for?
-Facebook, Twitter, LinkedIn, Instagram
Do you use “guest lists” to get into a club? And what
would you improve of them?
-no.
When trying to get to know new people what do you
normally do?
-University, friends clubs
How do you think Social media could help you with
this?
- Sometimes you see people on social media, on
pictures etc. so the day you see them you already know if you’re interested
What factors encourage you to download an app?
-I don’t know. The need
What is the average time you use an app for? And what
factors make you stop using that app?
-5-10minutes
Would you like a social media network that connects
you to people through party? Why? How would you do it?
-Why not.
How do you value your privacy in the social networks? (How
private you have your Facebook)
-Important! I have a girlfriend.
Have you ever blocked someone on a social network? Why?
-No
Do you use coupons when buying? Where do you get them
from? Would you like those type of offers inside clubs?
-no
How would you like to receive information of special
offers at the club you are at?
- Facebook certainly
INTERVIEW 5
What sex are you? Male/female
-Male
How old are you?
-25
Where are you from? Nationality
-Spain
How often do you go partying? And why do you go?
-not so much
How many social networks are you affiliated to? And
what do you use them for?
-Facebook, LinkedIn
Do you use “guest lists” to get into a club? And what
would you improve of them?
-It happened a few times in summer.
When trying to get to know new people what do you
normally do?
-Friends
How do you think Social media could help you with
this?
- Maybe matching people to me.
What factors encourage you to download an app?
-I am always look for new apps
What is the average time you use an app for? And what
factors make you stop using that app?
-10-20minutes
Would you like a social media network that connects
you to people through party? Why? How would you do it?
-I don’t go out so much.
How do you value your privacy in the social networks? (How
private you have your Facebook)
-I don’t let so much appear from my private life
Have you ever blocked someone on a social network? Why?
-yes. Spam or Offensive people
Do you use coupons when buying? Where do you get them
from? Would you like those type of offers inside clubs?
-no
How would you like to receive information of special
offers at the club you are at?
- Facebook
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