Start-Up Dashboard updated

How will we create demand of the product???
Here i Explain my ideas!

To further expand this. To create demand we will first launch an ingenious marketing campaign to gain the first base customers to perform beta testing and else. We hope once this happens users will love the product and start the mouth to mouth.

We will use big events such as SONAR BCN and other similar to try and launch the product to a specific group and thus making the product more attractive to that same group.

Some business in the line of the SONAR BCN will get Free trial of our product to increase the awareness of our product in the market.

Then once this is set we hope to further expand the existing user base to create a demand of Business wanting to use our services.

Then after this is done we hope that the driven demand of the user base gives us some paid customer and therefore money in the poket!

Here are two videos for the two main target segments we need, they are users and promoters.
Within these target segments there are different personas and these videos are made with that in mind to capture the attention of as wide part as possible.

For Promoters

For Users

Testing the Prototype

We have two tests of the app on video, most of them went quite well and the testers seemed to be able to navigate within the app with ease. They all provided us with some excellent ideas on how to improve the app and make it better. 

We still should have been a little more thorough when doing these tests and set certain scenarios to make the testers figure out what to do in these scenarios. Instead we let the testers just play around with the app and tell us what they thought about it and what they think should be done differently. The app demo has a pre set profile for Jane Jameson so there might be some issues there when the testers did not know that. Therefore in some parts the testers talk about irrelevant things which are there because of this only being a demo set for one certain profile.

Another potential problem with these interviews is that the tester is perhaps not willing to say negative things about the demo.

The next step for yoUnique is to conduct many more tests with pre set scenarios and to eliminate the variance of people not being honest we would need to say that this was being conducted for a third party and that people need to be honest about things they thing look bad, should be different etc.

Interview 1

The feedback was important for us to understand that people not always want an app that can make hundreds of stuff. When the girl said "less is more" we realized that before thinking about new things to incorporate in our project we should eliminate every single mistake the app can have by now, for example the need to fill in some information even though the user had chosen the option "login with Facebook".
Also after this interview we got more confident about the usability that it has by realizing people want to avoid promoters in Barcelona ( we started to pay more attention to that observing people walking by Las Ramblas at night).So at the end of the day there is still much to improve but the idea is becoming stronger everyday

Even though the guy on the interview thinks the app needs to have more specifications we still think that making it simple is the best way to start selling the product. Asking people to complete hundreds of information about themselves could make the app a bit unattractive. But we could absorve from this interview that organization is important and also we learned that maybe some future changes could be welcome like separating "men" from "women" when someone clicks on "Meet Someone. This feature would of course be different if there was a straight male signed into the app.  He also had some good ideas of including a list of clubs that offer free entrance, This is of course something that we would include if the clubs would pay us.

Deductions from the 2nd set of Interviews conducted by Malik.

From the second set of interviews we found out that a big number of people go out to party to find new people to meet, this gives us like the one before the availability in the market to make that easier for people who are not as brave as other ones.

Then from a focus group we did last week we found out that the use of apps when under the effects of the alcohol is quite hard, so that is a barrier that we need to overtake in order to make the app easier for the user when in that state.

On the promotional aspect of our app we found out that most of the people do want to get promotions for when they are partying, and one of the interesting comments that we got is that a possible option to make this would be by logging into foursquares and then once you have done that you get the promotion in  the available place. As we have seen this option is well in our plans, but then trying to join with foursquares would be another option.

On the part where people use guest list, we found out that only the people who live in Spain actually use them, where as the rest don't, so that incentive if wanting to launch outside Spain would need to be changed.

Business Model Canvas All Versions

The first version of the Business Model Canvas was created on October 16th. It is very basic and needs to be a lot more detailed. 

The second version was created on November 28th, there is a large difference between the first and the second version.  First of all there is a key at the bottom that defines what each color represents. In the first version these colors were also in place but there was no definition of the colors.  The second version also defines the cost structure in detail and developers are added as a key source. In channels there have been some modifications, one modification is that the colors have been changed and red represents how the users get the app whilst the blue one represents how the app or the services provided in the app are sold to clubs and promoters.  In revenues it has also been defined that there is no revenue directly from users but it comes from selling ad's. Other changes is that some things that were listed in the 1st version are better defined as fore some things are worded better.

The third version of the Business Model Canvas does not change as much as it did between the 1st and 2nd versions. The first change is in key partners where investors have been added, investors were also added in key resources since they are essential for the project to work.  In customer segments one thing that was removed since it was two times in the 2nd version. One segment was also added "companies that want to know their customers better". In revenue streams one thing was added, it is that companies can buy subscriptions and get demographic data on them.

Prototype

Here is a Demo yoUnique, Click the Iphone to open up the Demo

c

• 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.

yoUnique

The name of the company is 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.

Knowing that new social apps are a huge fever between young people that generally go out to party we developed this to bring people together at specific moments and use this moments to enter with efficient advertising.

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.

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

Source: Instituto Nacional de Estadística

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.

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