Draft – WIP - Confidential

BE

iddi

BETTER DATA

MARYANNA | ZINEB | THERESA | KYLAN

INTERVIEWS | NEW/TOTAL | 10/119

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BETTER INSIGHTSBETTER WORLD

Team Members : What we Thought

• Kylan Lundeen• GSB• Great Hat!

• Maryanna Quigless• GSB• Lost and Alone :/

• Zineb Laraki• MS EarthSys, SymSys• Nice Smile

• Theresa Johnson• PhD, Aero-Astro• Skeptical Engineer :-/

Team Members : What we Found

• Kylan Lundeen• GSB• Deep domain exp.• Awesome designer

• Maryanna Quigless• GSB• Team Builder :-D

• Zineb Laraki• MS EarthSys, SymSys• Awesome Cust.

Interviews

• Theresa Johnson• PhD, Aero-Astro• Skeptical Engineer :-/

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Our PathProfound Belief: Un-intrusive, Rewarding Feedback

1. In-Store for SMB

3 Question POS Survey

Prompt + Pic + SMS

2. Viral Consumer Product Re-sell

data

Feedback tied to location

Real time feedback for

discounts/discovery

Real Time Yelp for Events

3. Mobile In-App Survey Delivery

Will SMB’s buy?

Will ppl respond?

Will ppl give real-time feedback?

Can we go viral?

Will SMBs pay for misc. data?

Is there a better way?

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Our Path

Profound Belief: Un-intrusive, Rewarding Feedback

1. In-Store for SMB

3 Question POS Survey

Prompt + Pic + SMS

Will SMB’s buy?

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MVP: “Where’s the product?”

We built it… ... we sold it… ..then iterated.. …and launched

PAID

“Lets experiment: will a customer buy a subscription?”

“Let’s integrate paying customer feedback and kick

it up a notch”

“Let’s figure out analytics, marketing and launch!”

What we found

• SMB willing to pay $20-$50/mo.• Survey Takers 1% response rate• POS/Table-top is crowded

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Our Path

Profound Belief: Un-intrusive, Rewarding Feedback

1. In-Store for SMB

3 Question POS Survey

Prompt + Pic + SMS

Will SMB’s buy?

Will (more) ppl respond?

Test what drives responses

– Test incentives• Discount at POS• Chance to win• Better intrinsic call to action

– Test “reinventing the survey”• Snap a picture & email• Text rating to number

Test timing• Before shopping transaction• After/home based

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+

1111

• Hand-to-hand combat works

– Immediate Incentives work

– Ease of texting

– Value of incentive

• 2 Pictures + commentary

– Social/Viral works 400%

– Poor placement hurts

– Don’t Delay Gratification

4 Pictures + commentary

“Z axis”

Intrinsic Motivation

Marketing matters

Timing matters- after experience/during exit asks suck

443 Handouts 1 response

Experiments

What we found

• 20% Response rate using pre-shopping handout + Discount

• 20% Response rate using pre-shopping handout and pictures

• Low response rate post-shopping

Trough of despair…more Qs than Answers

Cost of scaling SMB?

time

units

Differentiation? Respondent acquisition???

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We are crazy enough…..

X

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Our PathProfound Belief: Un-intrusive, Rewarding Feedback

2. Viral Consumer Product Re-sell

data

Feedback tied to location

Real time feedback for

discounts/discovery

Real Time Yelp for Events

Will ppl give real-time feedback?

What we thought..

• Let’s focus on acquiring feedback givers…• Hypotheses:– Event knowledge solves a pain for users– Event knowledge keeps id|di ubiquitous– Event feedback solves a pain for promoters– “everyone will just….use it…”

Business Model v5 -- What we did

• Built a mock up of “id|di rooster”, real time yelp for events• Got out of the building: Tested it via interviews and “the BBL

test”

What we found

• Hyper local events discovery solves a pain

• Community would keep app ubiquitous

• Promoter pain point solved

Kind of… events are hard to discover….people use email and digests as a hack

Most people plan ahead

(not JIT-ers)

Kind of… very temporal, after 20 minutes utility “expires”

Need to be hyper viral

No…campus promoters won’t pay

Need data to show value

What we thought…

• If the information is there…they will come

• Seed the system by scraping other networks for information.

• Leverage partners to add value to promoters and users

Business Model v6 – What we did

Testing outside of the building….

Can we reach target viral coefficient?

1.1 Not really…

Can we add value via scrape?

Not really…

Can we create a conversation?

Yes…

What is user cost?

$20 (too much)…

What we found• The numbers didn’t add up…we need to bring

distribution channel cost down

What we thoughtHypothesis: • We need to lower cost of acquiring respondents• We need to create a way for more direct access to

respondents• We need to automate user sign up/ launch

iddiSurvey Creation,

Data & Insight Tools

Market Researchers

inMobi Publishers Targeted Respondents

Web banner ad modules

Interstitials

Self service product+

Business Model v7 – What we did

Interviewed potential channel partners

Interviewed potential customers and product partners

What we found

• Large ad networks won’t partner with us until they see scale

• Need to build an API with existing infrastructure– “banner ad space as a container”

• Potential developing market opportunity• Product selection bias awareness (don’t behave

like survey on the spot)• Can the busy customer launch and review quickly

(“the on the toilet test”)?

Interstitial surveys via mobile content

iddiSurvey Creation,

Data & Insight Tools

Market Researchers

inMobi Publishers Targeted Respondents

Latte or Cappuccino?

Our World

Talked to AdMob, InMobi, Content Publishers, Users

Where we add value

Smart PhoneTablet

Apps

Feature Phone Web

Mobile Ads

Revenue Model: Smart-phone, US

iddiSurvey Creation,

Data & Insight Tools

Market Researchers

inMobi Publishers Targeted Respondents

$1.50/res.$0.70/res.$0.30/res.

Revenue Model: Feature Phone, Africa

iddiSurvey Creation,

Data & Insight Tools

Market Researchers

inMobi Publishers Targeted Respondents

$1.00/res.$0.10/res.$0.20/res.

RoadMap

Beta Product Testing

6 mos. – 1yr$500K angel3 co-founders2 additional developers/designersBeta test with entrepreneurs & CPGs

US Smart-phone launch

Raise Series-A based on working product and 100-300 paying customers

Hire 3 mid market sales, $40K + commission

Recurring CPG Revenue

Africa, Feature Phone Launch

Raise Series B based on 2500+ paying customers

Partner with publishers in Ghana, Kenya and CapeTown

New Sales to NGOs and Manufacturing & local SMB

April –Dec. 2013 June 2015Jan. 2014

Viability?

• Secured Space in GSB Venture Studio• StartX Motwani Labs

• Maryanna Quigless• GSB• Consulting• Start-up Iroko• Africa

• Theresa Johnson• PhD Engineering• Data algorithms• Start-up (beta-SeriesA,

Apture)

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Lessons Learned Summary• Stick to your guns!! (Thanks Steve)• Being hypothesis/data driven– Getting customers to give feedback is hard– It needs to be easy and convenient– Needs a clear incentive• Intrinsic: Help Business – Improve your experience• Extrinsic: Reward before you walk out the door

• Filtering through lots of contradictory feedback and unclear signals

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id|di updated canvas

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Business Model Canvas

Parent 2 Parent

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id|di updated canvas

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id|di updated canvas

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