The document summarizes Lean Launch Pad activities for Crescendo, a startup developing music creation software. It outlines customer interviews conducted, revisions to the business model canvas, identification of key customer segments and value propositions. The document discusses refining the product-market fit and "get-keep-grow" customer acquisition strategy, focusing initially on mothers of young children. It presents mock-ups of the product user interface and concludes by outlining next steps such as prioritizing development and understanding costs.
Using Grammatical Signals Suitable to Patterns of Idea Development
Crescendo Columbia 2015
1. crescen
o
Lean Launch Pad – Day 5
Effortlessly create customized, high quality music to enhance
your video memories. No musical know-how required.
Cohort 4, Team 18:
Lawson Anderson ● Zhedong Chen ● Ethan Cohen ● Jon Merkin ● Drew Silverstein
Interviews since last class: 17
Total interviews this week: 84
Total test videos created: 12
2. Business Model Canvas – Initial
Key Partners Key Activities Value Proposition Customer Relationships Customer Segments
Key Resources Channels
Cost Structure Revenues Streams
Millennial (Personal) Consumers:
● App store/mobile app
● Website Download
Creative Professionals:
● SaaS Web App
● SaaS Marketplace
Millennial (Personal) Consumers:
● Digital influencers (articles / blogs)
● Customer loyalty features
● User community
● Search advertising
Creative Professionals:
● Salesforce
● Referrals
● Technical support/Account manager
Millennial (Personal) Consumers:
● Create videos mobile devices
● Share with friends and family
● Made for personal use
Creative Professionals:
● Create content for other businesses
● Ad agencies (creatives)
● Freelance producers
Both Segments:
● Worker salaries
● Office space
● Technical services (e.g., AWS)
● IP protection, legal fees
Creative Professionals:
● Advertising
Millennial (Personal) Consumers:
● Free product with 10 songs free
● Then $2.50 for each ten published/exported songs
● Option for $5/month subscription with unlimited access
● Exports mp3 file-type only (mobile use case)
Creative Professionals:
● Offer promotional one-month free trial
● Subscription for $100/month with unlimited access
● Exports WAV file-type only (desktop use case)
Both Segments:
● Promoters (bloggers)
Millennial (Personal) Consumers:
● Tent pole users (e.g., online celebs)
● Sponsored users who promote
Millennial (Personal) Consumers:
● Video content improvement
● Accessible, high quality music
● Ease of use
● Speed / time savings
Creative Professionals:
● Avoidance of copyright issues
● Accessible, high quality music
● Ability to easily iterate song creation
● Cheaper than the current options
Millennial (Personal) Consumers:
● Users must create videos
● Seamless product functionality
● Must view music as a commodity
Creative Professionals:
● Companies must create content
● Must view music as commodity
Both Segments:
● Backend technology
● Programmers/developers
● Music analysts
● Server space (e.g., AWS)
Creative Professionals:
● Salesforce
● Product support professionals
3. Business Model Canvas – Final
Key Partners Key Activities Value Proposition Customer Relationships Customer Segments
Key Resources Channels
Cost Structure Revenues Streams
Personal:
● App store/mobile app
● Website Download
Professional:
● SaaS Web App
● SaaS Marketplace
Personal:
● Digital influencers (articles / blogs)
● End credit title card, default social
media credit, no audio branding
● Search advertising
● Referral incentives
Professional:
● Salesforce
● Referrals
● Technical support/account manager
● VidCon (ComiCon for Social Media)
Personal
Initial Customer Segment:
● Mothers with kids ages 0-5
Future Customer Segments
● College students
● Young adult adventurers
● Self-interested travelers
● Socially absorbed teens
● Pet owners
● GoPro Users
Professional:
● Video editors (work for a media co.)
● Video producers (freelance)
● Social Media Managers
Personal:
● Employee salaries
● Office space
● Technical services, licenses, and subscriptions
● Computer hardware and software
● Legal
● Accounting
● Marketing
● Coffee. Lots of coffee.
Personal:
● Free product with 1 week free
● Referral = 10 songs free
● Then $4.99 for each ten song creation pack
● Exports mp3 file-type only (mobile use case)
● Option for $5/month subscription with unlimited access
Personal:
● Tent pole users (e.g., online celebs)
● Existing video editing and social
media applications
● Amazon Web Services
● Legal and Accounting
● Early-stage outisde investors
● Startup-friendly bank
● Sponsored users who promote
Personal:
● Ease of use
● Speed / time savings
● Video content improvement
● Accessible music
● Creative tool for young kids
● Create music independent of video
Professional:
● Accessible, high quality music
● Ability to easily iterate song creation
● Cheaper than the current options
● Each track is unique
● Speed / time savings
● Avoidance of copyright issues
Personal:
● Back end software development
● Front end UI/UX development
● Website development
● Server hosting and processing
● Physical and digital marketing
● IP Protection
● Accounting
● Fundraising
Personal:
● Developer(s)/Programmer(s) (1-2)
● Audio sample content creators (2)
● Business management (1)
● Patent(s)
● Capital Investment
4. Product-Market Fit
“Compose the
soundtrack of your
life in seconds”
“No more royalty
free music”
Day 1: Initial
Hypothesis
Days 2 – 4: Listening
to Customers
Day 5: Refined
Positioning
“Create
professional,
customized
music in under 1
minute with just
a few clicks”
- Ease of use
- Speed of results
- Enhance content
- Unique music
- Time savings
- Sound quality
Personal
Professional
5. Customer Segmentation
Day 1: Broad
Groupings
Days 2 – 4: Narrowing
the Archetypes
Day 5: Identify Initial
Target Archetype
Vs.
-Who are they?
-What are their
pains?
-How are they
similar? Different?
Personal
College
Students
Social Teens
Parents
Pet Owners
Adventurers
Professional
Editors
Producers
Social
Media
Managers
Mothers of Young Children Ages 0-5
Name:
Gretchen
Age: 31
Children:
Asa, 8 mo.
Location:
Urban
Income:
Middle
• Reads Parenting and Oprah Magazines
• Eager to capture memorable moments
on iPhone 6; 5-7 videos per week
• Takes and shares recommended
products/services with other young
moms at daycare pickup
• Willing to spend disposable income on
products/ services related to child
• Always keeps phone nearby when
with Asa mornings, evenings and
weekends
6. “Get – Keep – Grow” Strategy
Get
• Free trial and credits
• WOM, social media
• Blogs & listservs
• Influencers
• Play groups and
baby classes
• SEO, Google Ads,
Facebook Ads
Keep
• Consistent feedback
• Ensure ease of use
• Improvements and
updates
• Referral program
• Predictive
recommendations
• User community
Grow
• Referral program
• App updates / new
features
• Offer video editing
software
• Weekly rec’s for
new uses
• Other customer
segments!
“Keeping up with the Joneses”
7. Channel: App Store
crescen o
Our Company App Stores Consumers
App Stores
30% Cut
Crescendo Profit
Referral
Credit
Acquisition + R&D + Operating Overhead
9. Key Resources, Activities, Partners
Developer(s) /
Programmer(s)
Audio Sample
Creators
Business
Management
Capital
Investment
Video
Editing
& Social
Media Apps
AWS
Legal
Counsel
Tent
Pole
Users
Angel &
Institutional
Investors
Accountant
Software &
UI/UX Dev.
Server
Space
IP
Protection
Marketing Fundraising Accounting
Patents
Resources PartnersActivities
10. What’s Next for Crescendo?
• Continue to refine initial target segment
• Prioritize back-end technology development
• Refine UI/UX based on usability feedback
• Home in on remaining target segments
• Refine business model for other personal users (e.g., GoPro)
• Identify similarities/differences among segment preferences
• Better understand cost side of business
• Model out overhead allocation per download
• Drill down on profit per download
• Plan expansion into professional market
• How to establish trust with professional users
• Adaptation of back-end technology to differentiated UI/UX
21. Ready to Share?
Save to Library Facebook YouTube Vine
SnapChat Instagram Text Email
Consumer Product Mock-Up 2
22. Business Model Canvas – Day 2
Key Partners Key Activities Value Proposition Customer Relationships Customer Segments
Key Resources Channels
Cost Structure Revenues Streams
Millennial (Personal) Consumers:
● App store/mobile app
● Website Download
Creative Professionals:
● SaaS Web App
● SaaS Marketplace
Millennial (Personal) Consumers:
● Digital influencers (articles / blogs)
● Customer loyalty features
● User community
● Search advertising
Creative Professionals:
● Salesforce
● Referrals
● Technical support/Account manager
● VidCon (ComiCon for Social Media)
Millennial (Personal) Consumers:
Parents (especially w/ young kids)
- Ages 28-40, mostly female
College students (viral)
- Ages 18-22
Adventurers
- Ages 22-35, mostly male
Self-interested traveler
Socially absorbed teen
- Ages 12-18, mostly female
● Create videos on mobile devices
● Share with friends and family
● Made for personal use
Creative Professionals:
Video editors (work for a media co.)
Video producers (freelance)
Social Media Managers
● Create content on desktops
● Businesses are clients
● Made for professional use
Both Segments:
● Employee salaries
● Office space
● Technical services (e.g., AWS)
● Legal services (e.g. IP protection)
Creative Professionals:
● Advertising
Millennial (Personal) Consumers:
● Free product with 10 songs free
● Then $2.50-$5.00 for each ten published/exported songs
● Option for $5/month subscription with unlimited access* (validated, but are people just being
nice?)
● Exports mp3 file-type only (mobile use case) - validated, file size more important than audio
quality
Creative Professionals:
● Offer promotional one-month free trial
● Subscription for $100 $50-$100/month with unlimited access
● $20-40 per track
● Exports WAV file-type only (desktop use case) - validated, audio quality more important than file
size
Both Segments:
● Promoters (e.g. bloggers)
Millennial (Personal) Consumers:
● Tent pole users (e.g., online celebs)
● Sponsored users who promote
● Existing video editing apps and
programs
Millennial (Personal) Consumers:
● Ease of use
● Speed / time savings
● Video content improvement
● Accessible, high quality music
● Creative tool for young kids
Creative Professionals:
● Accessible, high quality music
● Ability to easily iterate song creation
● Cheaper than the current options
● Speed / time savings
● Avoidance of copyright issues
Millennial (Personal) Consumers:
● Users must create videos or pictures
(to create slide shows)
● Seamless product functionality
● Must view music as a commodity
Creative Professionals:
● Companies must create content
● Must view music as commodity
Both Segments:
● Backend technology
● Programmers/developers
● Music analysts
● Server space (e.g., AWS)
Creative Professionals:
● Salesforce
● Product support professionals
23. Business Model Canvas – Day 3
Key Partners Key Activities Value Proposition Customer Relationships Customer Segments
Key Resources Channels
Cost Structure Revenues Streams
Personal:
● App store/mobile app
● Website Download
Professional:
● SaaS Web App
● SaaS Marketplace
Personal:
● Digital influencers (articles / blogs)
● Customer loyalty features
● User community
● Search advertising
Professional:
● Salesforce
● Referrals
● Technical support/account manager
● VidCon (ComiCon for Social Media)
Parents (especially w/ young kids)
● Ages 28-40, mostly female
College students (viral)
● Ages 18-22
Adventurers
● Ages 22-35, mostly male
Self-interested traveler
Socially absorbed teen
● Ages 12-18, mostly female
● Create videos on mobile devices
● Share with friends and family
● Made for personal use
● Pet owners
Video editors (work for a media co.)
Video producers (freelance)
Social Media Managers
● Create content on desktops
● Businesses are clients
● Made for professional use
● Schools, universities, small
businesses (who create their own
content)
Both Segments:
● Employee salaries
● Office space
● Technical services (e.g., AWS)
● Legal services (e.g. IP protection)
Professional:
● Advertising
Personal:
● Free product with 10 songs free
● Then $2.50-$5.00 for each ten published/exported songs
● Option for $5/month subscription with unlimited access
● Exports mp3 file-type only (mobile use case)
Professional:
● Offer promotional one-month free trial
● Subscription for $50-$100/month with unlimited access OR $20-40 per track for freelancer
● Two different models for freelancers vs. media co. employees (who only want unlimited
subscriptions)
● Exports WAV file-type only (desktop use case)
Both Segments:
● Promoters (e.g. bloggers)
● Video editing software
(e.g. iMovie, GoPro Studio,
Animoto, Ocho)
Personal:
● Tent pole users (e.g., online celebs)
● Sponsored users who promote
● Existing video editing applications
Personal:
● Ease of use
● Speed / time savings
● Video content improvement
● Accessible, high quality music
● Creative tool for young kids
Professional:
● Accessible, high quality music
● Ability to easily iterate song creation
● Cheaper than the current options
● Each track is unique
● Speed / time savings
● Avoidance of copyright issues
Personal:
● Must create videos or slide shows
● Seamless product functionality
● Must view music as a commodity
Professional:
● Companies must create content
● Must view music as commodity
● Create software (mobile)
Both Segments:
● Backend technology
● Programmers/developers
● Music analysts
● Server space (e.g., AWS)
Professional:
● Salesforce
● Product support professionals
24. Business Model Canvas – Day 4
Key Partners Key Activities Value Proposition Customer Relationships Customer Segments
Key Resources Channels
Cost Structure Revenues Streams
Personal:
● App store/mobile app
● Website Download
Professional:
● SaaS Web App
● SaaS Marketplace
Personal:
● Digital influencers (articles / blogs)
● End credit title card, default social
media credit, no audio branding
● User community
● Search advertising
● Referral incentives
Professional:
● Salesforce
● Referrals
● Technical support/account manager
● VidCon (ComiCon for Social Media)
Personal:
● Parents (especially w/ young kids)
● College students
● Young adult adventurers
● Self-interested travelers
● Socially absorbed teens
● Pet owners
● What is the common thread btw.
these Personal user segments (i.e..
what is the real segment)?
Professional:
● Video editors (work for a media co.)
● Video producers (freelance)
● Social Media Managers
Both Segments:
● Employee salaries
● Office space
● Technical services (e.g., AWS)
● Legal services (e.g. IP protection)
Professional:
● Advertising
● Use case verification
Personal:
● Free product with 10 songs free
● Then $2.50-$5.00 for each ten published/exported songs
● Option for $5/month subscription with unlimited access
● Exports mp3 file-type only (mobile use case)
Professional:
● Offer promotional one-month free trial, then monthly subscription or per track cost
● Price based on use case (TV, online, etc.)
● Two different models for freelancers vs. media co. employees (who only want unlimited
subscriptions)
● Exports WAV file-type only (desktop use case)
Both Segments:
● Promoters (e.g. bloggers)
● Video editing software (e.g. iMovie,
GoPro Studio, Animoto, Ocho)
Personal:
● Tent pole users (e.g., online celebs)
● Sponsored users who promote
● Existing video editing applications
Personal:
● Ease of use
● Speed / time savings
● Video content improvement
● Accessible music
● Creative tool for young kids
● Create music independent of video
Professional:
● Accessible, high quality music
● Ability to easily iterate song creation
● Cheaper than the current options
● Each track is unique
● Speed / time savings
● Avoidance of copyright issues
Personal:
● Social media sharing/integration
● Seamless product functionality
● UI/UX design
Professional:
● UI/UX design, integration
● Competitive pricing
Both Segments:
● Backend technology
● Programmers/developers
● Music analysts
● Server space (e.g., AWS)
Professional:
● Salesforce
● Product support professionals
25. Channels and Revenue – Professional
crescen o
Our
Company
ProfitSG&A + R&D
Sales
Force
Production
Company
Ad
Agency
Sales
Commission
Mark-Up
to Agency