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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
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
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
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
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
“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”
Channel: App Store
crescen o
Our Company App Stores Consumers
App Stores
30% Cut
Crescendo Profit
Referral
Credit
Acquisition + R&D + Operating Overhead
Free Trial, Refer a Friend, Buy
Free Trial
Free Trial
Free Credit
Buy
Buy
Free Trial
Free Trial: 1 week
Referral: 5 songs free
Buy: $4.99 / 10 songs
• In-App purchase
• 30% App Store Cut
Free Credit
`
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
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
APPENDIX
Crescendo
Effortlessly create customized, high quality music.
No musical know-how required.
Select Video
Consumer Product Mock-Up 1
Consumer Product Mock-Up 1
Please select desired musical mood or feeling (up to 5):
Drama Action Comedy Horror
RomanticCool ConfidentMellow
Sparse Chill Tension More…
NextBack
Consumer Product Mock-Up 1
Try
Another
Option?
Consumer Product Mock-Up 1
Ready to Share?
Save to Library Facebook YouTube Vine
SnapChat Instagram Text Email
Consumer Product Mock-Up 1
Crescendo
Effortlessly create customized, high quality music.
No musical know-how required.
Select Video
Consumer Product Mock-Up 2
Consumer Product Mock-Up 2
Please select desired musical mood or feeling (up to 5):
Drama Action Comedy Horror
Romantic Inspirational Reflective Mellow
Sparse Happy Tension More…
NextBack
Consumer Product Mock-Up 2
Try
Another
Option?
Consumer Product Mock-Up 2
Ready to Share?
Save to Library Facebook YouTube Vine
SnapChat Instagram Text Email
Consumer Product Mock-Up 2
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
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
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
Channels and Revenue – Professional
crescen o
Our
Company
ProfitSG&A + R&D
Sales
Force
Production
Company
Ad
Agency
Sales
Commission
Mark-Up
to Agency

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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
  • 8. Free Trial, Refer a Friend, Buy Free Trial Free Trial Free Credit Buy Buy Free Trial Free Trial: 1 week Referral: 5 songs free Buy: $4.99 / 10 songs • In-App purchase • 30% App Store Cut Free Credit `
  • 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
  • 12. Crescendo Effortlessly create customized, high quality music. No musical know-how required. Select Video Consumer Product Mock-Up 1
  • 14. Please select desired musical mood or feeling (up to 5): Drama Action Comedy Horror RomanticCool ConfidentMellow Sparse Chill Tension More… NextBack Consumer Product Mock-Up 1 Try Another Option?
  • 16. Ready to Share? Save to Library Facebook YouTube Vine SnapChat Instagram Text Email Consumer Product Mock-Up 1
  • 17. Crescendo Effortlessly create customized, high quality music. No musical know-how required. Select Video Consumer Product Mock-Up 2
  • 19. Please select desired musical mood or feeling (up to 5): Drama Action Comedy Horror Romantic Inspirational Reflective Mellow Sparse Happy Tension More… NextBack Consumer Product Mock-Up 2 Try Another Option?
  • 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