1. We speed up the decision making process.
Melanie Alex Xiaodi Victor
B.S., Chem. Junior, CS B.S., Eng. B.S., BEM
Ph.D., Chem. Grad. Student, CNS
1

2. Before making a product purchase:
>65% of all consumers read online reviews*
* From online research(2010)

3. >80% of consumers say a negative or positive review
will influence their decisions
>125 MILLION Americans CARE
what online reviews say!

4. Of the 94 people we asked this week:
• 95% say they read online reviews for consumer
electronic products
• >75% of those said consensus matters
• One company says consensus means >20 reviews for
their users
consensus – lots of typical user experiences

5. What happens when consensus is not reached?
• Consumers face indecision
• Indecision is very important to online retailers
• Returned goods
• Website providing a similar solution has observed a 50%
reduction in return rates

6. Sony BRAVIA KDL55HX850 55-Inch 240Hz 1080p 3D LED Internet TV

7. Sony BRAVIA KDL55HX850 55-Inch 240Hz 1080p 3D LED Internet TV
Amazon Amazon 18
CNET 6
Sony 9
Pricegrabber 1
Pcmag 1
Tvbestcovery.com 1
Youtube 3
Total: 39
Consensus!!!
AlaTest
Total: 198 reviews

8. Companies are already doing this
Company Investment (MM) Buyout (MM)
Hunch 19.2 80 (eBay)
gdgt 3.72
FindTheBest 6M
Decide 8.5
Sparkbuy 1M 6 (Google)

9. MAX
Key Partners
6
Key

Activities 7
• Design the
Business Model Canvas Day 1
Value Propositions 1
Problem: frustration with online
electronic reviews since no
Customer
Relationships 4
• Publicize on
Customer
Segments 2
Amazon Consumer
CNET platform central source exists that: trending key words electronics users
Newegg • Optimizing • filters fake reviews & word of mouth
Engadget UI/UX, and AI • sorts by key words Young, tech-savvy
• Publicity & • Building trust and
Gizmodo • normalizes reviews convenience to
customers
and more….. Partnership
Development increase the
Needs: save wasted time spent Provide condensed,
stickiness
on visiting multiple sites and organized and
Key mentally filtering spam reviews trustworthy
Resources 8 information from
Technology Key Features: aggregated data Channels 3 product reviews
(web scraper) that provides:
• Website
Some • personalized ranking of reviews
Financial • any statistically significant • Mobile apps
resources product failure/design flaw
• Social networks
• channel to issue a complaint
(reports and
Cost Structure 9 infographs)
Possible contracts with key partners
Internet infrastructures
Operational cost Revenue Streams 5
Annotation cost Affiliate marketing / Selling data / Selling service
Advertising 9

10. Business Model Canvas Day 2
Key Key Value Propositions 1 Customer Customer
Partners Activities 7 Problem: frustration with online Relationships 4 Segments 2
6 • Design the electronic reviews since no central • Publicize on Consumer
platform source exists that: trending key words electronics users
Amazon
• Optimizing • filters fake reviews & word of mouth
CNET
UI/UX, and AI • sorts by key words (customizable) Young, tech-savvy
Newegg
• Publicity & • normalizes reviews delivers • Building trust and
Engadget customers
Partnership detailed technical information convenience to
Gizmodo increase the
Development Needs: save wasted time spent on Amazon
and stickiness
more….. visiting multiple sites and mentally CNET
Key filtering spam reviews Newegg
Resources 8 • aggregate all reviews Engadget
Technology • prioritize detailed, intelligent reviews Channels 3 Gizmodo
(web scraper) with informational value • Website and more…..
Some • collapse but include general ones
Financial (consensus is important) • Mobile apps Provide condensed,
resources organized and
Key Features: aggregated data that • Social networks trustworthy
provides: (reports and information from
Cost Structure 9  personalized ranking of reviews infographs) product reviews
Contracts with key partners  statistically significant product
Internet infrastructures failure/design flaws
Operational cost  channel to issue a complaint Revenue Streams 5
Annotation cost  detailed comparison of products Affiliate marketing / Selling data /
Advertising Selling service 10

11. Business Model Canvas Day 3
Key Key Value Propositions 1 Customer Customer
Partners Activities 7 Problem: frustration with existing
Relationships 4 Segments 2
6 • Design the online electronic resources. • Publicize on
platform trending key words Discerning
Amazon •Time consuming
• Optimizing & word of mouth customers
CNET •Information overload
UI/UX and AI •Lacking confidence
Newegg
• Publicity & • Building trust and
Engadget Problems/Needs: convenience to
Partnership
Gizmodo • Delay in purchasing increase stickiness Amazon
Development
and • Creating new customers CNET
more….. Newegg
Key Engadget
Key Features:
Resources 8  Credible
Channels 3 Gizmodo
Technology • Website …
 Personalized
(web scraper) • Mobile apps
 Comparison of ‘soft’ specifications
Financial • Social networks
 Uncover product failure
resources (reports, infographs)
Direct Contact
Cost Structure 9
Contracts with key partners
Revenue Streams 5
Internet infrastructures
Operational cost Affiliate marketing / Selling data /
Annotation cost Selling service
Advertising
11

12. Business Model Canvas Day 4
Key Key Value Propositions Customer Customer
Partners Activities Problem: frustration with existing
Relationships Segments
Amazon • Design the online electronic resources. • Publicize on
platform trending key words Discerning
CNET customers
Newegg • Optimizing Problems/Needs: & word of mouth
Engadget UI/UX and AI
• Publicity & • Personalization • Building trust and
Gizmodo convenience to
and Partnership
• Delay in purchasing increase stickiness Amazon
more….. Development
CNET
• Creating new customers Newegg
Key Engadget
Resources Channels Gizmodo
Technology Key Features: • Website
(web scraper) • Mobile apps LinkedIn
Financial  Personalized Airbnb
• Social networks
resources (reports, infographs)
 Comparison of ‘soft’ specifications
Direct Contact
License IP?
Cost Structure Need more data!
Contracts with key partners
Internet infrastructures
Operational cost
Annotation cost Revenue Streams
Affiliate marketing / Selling data / Selling service/License IP 12

13. Business Model Canvas Day 5
Key Key Value Propositions Customer Customer
Partners Activities Problem: frustration with existing
Relationships Segments
Amazon • Design the online electronic resources. • Publicize on
platform trending key words Discerning
CNET customers
• Optimizing Problems/Needs: & word of mouth
Newegg
Engadget UI/UX and AI
• Indecision • Building trust and
Gizmodo • Publicity &
• Product Returns convenience to
and Partnership
• Lack resources to develop similar increase stickiness Amazon
more….. Development
algorithm CNET
• Creating new customers Newegg
Key Engadget
Resources Key Features: Channels Gizmodo
Technology  Personalized • Website
(web scraper)  Comparison of ‘soft’ specifications • Mobile apps LinkedIn
Financial  Uncover product failures • Social networks Airbnb
resources (reports, infographs)
Direct Contact
License IP?
Cost Structure Need more data!
Contracts with key partners
Internet infrastructures
Operational cost
Annotation cost Revenue Streams
Affiliate marketing / Selling data / Selling service/License IP 13

14. The Solution
Key Features
• Personalized
• Sort by ‘soft parameters’ in addition to tech specs
• Allows comparisons on these ‘soft’ parameters
Soft parameters – Info regarding usability of product not provided by a spec sheet.
e.g., how hard is it to unbox 55” tv?

15. What we’ve learned
• Indecision is a big problem for online retailers
• Consensus – people want non technical user experience
• Returns are an issue too
• Fake reviews don’t matter
• Not just Tech savvy users are frustrated
• Focus on Consumer electronics (because fastest growing
online segment)

16. Next steps
• More market research since our target market
is much larger than what we have sampled
• Speak to more experts in the field
• Speak to businesses that have a small
presence on Amazon
• Explore algorithm licensing option