Delivering Digital Gifts The Human Way

Problem: What’s the itch?

Gift givers are struggling to deliver digital items in a sentimental way

Physical Digital

“This is awkward...”“Look what we got you!!”

Problem: Workarounds

Receipt + Card Email Others

39% 37% 24%

Idea: What is it?

Jimini lets users “wrap” their digital items inside 3D paper origami

+ =

Solution: www.jimini.co

Customer Validation

5% of respondents would use Jimini for their next digital gift

$6 in revenue. Six customers in the streets of Seattle bought our origami gifts

RevenueMarket Size

$4bnE-Gifts

$100bnGift Cards

Business Model

Free

Paid

• Users print & fold • 8.5% x ~$40 = ~$3.40

• Jimini folds and ships• $4.99

Potential: $17m /year*

*$4 billion x 5% (purchase) x 8.5% commission

400 LikesThank You!

Appendix

Presentation:

• Idea

• Problem: Why?

• Problem: Workaround

• Solution

• Revenue

• Customer Validation

Industries

• E-Book Industry

• Digital Music Industry

• Digital Game Industry

Company

• Tiered Membership

Structure

• Amazon’s Affiliates

Program

• Other Affiliates

Programs

• Market Expansion

Grid

• Risks & Mitigations

• Timeline

• Decision Matrix

Customers

• Customer

Segmentation

• User Acquisition

• Customer Validation

• Survey Results

• The ‘IKEA’ Effect

Customer Segmentation

Geographic• Current Focus: US

• Future: International

Demographic• Current Focus: Female, 15-30 Years Old

• Future: Expand to all buyers of digital goods

Psychographic• Digital content buyer

• Craft/Paper Arts/Origami Enthusiast

Behavior• Occasions: any holiday, gifts giving day

User Acquisition

Driving Traffic

• SEO/SEM

• Blog

• Online Contest

• Youtube/Vimeo

• Social Media Engagement

Targeted Ads

• Newsletter: mailchimp

• Facebook

• Twitter

• Pinterest

E-Book Industry

• Growing market size

• Thriving demand

• New technology, nicely

complement the

demand

• Fast growth and the

market is increasingly

saturated

Digital Music Industry

• Revenue: $5.2bn

• Growth in 2012: 17.8%

• Revenue: $7.8bn

• While physical sales

decrease 12.1%

• In US. Spending on digital

music increase to $3.4 bn

Digital Game Industry

The ‘IKEA’ Effect

Labor leads to love: There’s a link between labor to increase of valuation

From the experiment:Participants who assemble the products, value them more highly than identical pre-

assembled productsThe builders willingness to pay over something that they make by themselves is

relatively higher than those who didn’t build the productConclusion:

increase in liking that occurs due to effortIncrease of willingness to pay due to positive feelings that accompany the successful

completion of taskGoal: maximize customer satisfaction

Risk/Challenge:Convince customers to engage in the labor that will lead them to value products more

highlyTask should not be too difficult as to lead to an inability to complete the task (reverse

effect)Create motivational benefits of assigning employees to tasks they feel capable of

completing

Tiered Membership Structure

•$9.99/yearPremium

•$4.99/yearPlus

•Open to allFree

Access to 20 paper art video tutorials.

3 Free pre-made models.

Access to 10 paper art video tutorials.

Free Pre-made models on birthday

Access to 3 basic paper art video tutorials

Amazon’s Affiliates Program

Products

Shipped/Downloaded

in a Given Month**

Volume Advertising

Fee Rates

1-6 4.00%

7-30 6.00%

31-110 6.50%

111-320 7.00%

321-630 7.50%

631-1570 8.00%

1571-3130 8.25%

3131+ 8.50%

Product Category Fixed Advertising Fee Rates

Electronic Products 4.00%

Amazon MP3 Products 5.00%

Amazon Instant Video 10.00%

Game Downloads Products 10.00%

MyHabit.com Products 8.00%

Gift Cards Redeemable on the

Amazon Site6.00%

Gift Cards Not Redeemable on

the Amazon Site4.00%

Magazines 25.00%

Grocery 4.00%

Industrial Products and all

products on Amazon

Supply.com

8.00%

Standard Plan:

Volume-Based

Advertising Fee

Other Affiliates Programs

Provider Commission

iTunes Affiliates Program 5% commission on all qualifying

revenue generated by links to

iTunes on your website and in

email.

Microsoft Store Affiliates

Program

10% commission on the selling

price of eligible products.

Participate in special product

promotions.

Market Expansion Grid

Existing Product New Product

Existing

Market

Video tutorials available

for all; focus on the

crafts/origami

enthusiasts; female 15+

New

Market

Tiered Membership

structure

Pre-made origami model are

available for purchase

Risks & Mitigations

Customers retention: customers might lack

motivation to engage in the paper art creation

Secure affiliations with online

retailers. Tiered membership

structure to secure content.

Incentivize customer retention via gamification (different levels for paper arts). Shares on Social Media

Imitability: Business model is easy to be duplicated

Durability:

paper arts are fragile

Customers are able to

purchase boxes to keep their

paper arts safe

Easy step-by-step video tutorial

and online community support

Quality control: paper art is a complicated process

Timeline

Q1 Year 1 Q2 Year 1 Q3 Year 1 Q4 Year 1 Year 2 +

Secure

partnership with

other e-gift

retailers

Secure

partnership with

Amazon

Build strong

community and

brand

Secure

partnership with

box/craft supply

wholesalers

Evaluate

Current

Strategy &

Customer

Satisfaction

Introduce tiered

membership

structure

Target New

Market (Pre-

made model)

Build video

tutorial library &

generate users’interest

Market analysis

for expansion

and new

product

introduction

Decision MatrixPersonalizati

on

Perceived

Value

Aesthetic Shows Effort Ease of

Purchase/C

onvenience

Durability

Email e-Gift - - - - + +

Share e-Gift

on Social

Media

= = - - + +

Physical Gift

Card

= = + - + =

Print E-Gift

receipt +

physical card

+ - + = + -

Jimini + = + + + -

Customer Validation

“Cute”

“Creative Ideas”

“Better than gift cards”

“Doesn’t have time to fold”

Suggestions:

- Have space to write

- Modern origami shape

Survey Results

• N: 38• ~23% of gifts are digital• A person give about 2 digital gifts/year• On average, they spend $30/gift• Survey takers care about convenience and personalization.• However ~50% of survey takers are not satisfied with current method of

delivery• 78% survey takers are willing to spend ~10 mins to personalize their

digital gifts