Let’s start with a story.
description
Transcript of Let’s start with a story.
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Let’s start with a story.
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Andre and Brenda Smith.
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Walt Whitman HS,Bethesda, MD
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Go Vikings!
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Claire: class of 2013, basketball.
Dante: class of 2012, football.
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One of 155 families in the Walt Whitman booster
club.
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The Smiths want to follow Vikings games
and their kids.
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The Smiths are not alone.
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The Post can be the indispensable guide to
local high school sports.
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We already have the data.
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So, what are we going to build?
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A reusable platform for inputting, storing and showcasing high
school sports data.
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What will we do with our
sports data service?
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Power mobile, tablet
and Web applications in HTML5.
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Please recycle (templates).
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Wanna see it?Of course you do.
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Live scores for football and boys
and girls basketball.
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Leaders by school, by league, by
county and overall.
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Infographics for game, team and
player stats.
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A slick admin for scorekeepers to
send us scores and stats.
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Haven’t we tried this before?
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What went wrong?
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1. No outreach to boosters.
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2. One platform only.
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3. One revenue stream.
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So how will thismake money?
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Two complementary revenue streams.
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Go deep.Go wide.
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Go deep: Revenue-share app
subscriptions with booster clubs.
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Boosters are the key.
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They do revenue shares all the time.
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Each of the three schools we
surveyed were interested.
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Initial focus on MoCo, Fairfax, and
private schools.
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Competitors: MaxPreps, Rivals,
DC sports fan.
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We’re better.
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1. Longer history. 2. Easier score entry. 3. More platforms.
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Estimated 18k buyers.
150 schools x 120 average members
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Estimated $405k revenue.
$30 app ($15 shared) x 75% conversion; 2 years
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Pessimistic?
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$25 app cost?$337k.
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60% conversion?$270k.
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We can do better if we add a spring
season.
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Go wide: Sell our hosted platform.
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“Local doesn’t scale.”Everyone, ever.
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Selling our software as a service can make local scale.
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It leverages our engineering culture
and existing subscription model.
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Competitors charge $35k to
$60k per site per year.
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Initial estimate: 240 eligible properties.
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Cox Media Group: >100 properties Halifax Media Group: 14 properties Media General: >60 properties MediaNews Group: 56 properties Tribune Company: 8 properties
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Competitors:Ganett,
NewsEngin.
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Yup, we’re better.
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1. Lower cost. 2. Full-service. 3. Better tech platform.
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Estimated $840k revenue.
240 properties x 10% conversion at $35k per site
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Pessimistic?
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$25k per site?$600k
240 properties x 10% conversion at $25k per site
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5% conversion rate?$420k
240 properties x 5% conversion at $35k per site
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What’s the build plan?
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Estimated $78k dev costs.
240h for data platform160h for first mobile app
240h for three others80h design for templates
720h x 1.2 (skepticism) x $90 = $97.2k
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Specs by late May.Launch by mid-
August.
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Committing to 2 years.
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Estimated $233k biz dev costs.
1 FTE booster outreach x .66 years x $80k1 FTE biz dev x 2 years x $90k
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Assumptions.
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1. App is free to download. 2. Pay to unlock most features. 3. Web site stays free, for now.
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Profit.
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Pessimistic? $503kRevenues: $303k (app) + $510k (service)
Costs: $311k
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Optimistic? $934kRevenues: $406k (app) + $840k (service)
Costs: $311k
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In-between? $718k$684k (average hi/lo) x 90% (skepticism)
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http://j.mp/disrupt-sports-pdf
http://j.mp/disrupt-sports-ppt
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Questions!