uni business plan

1

dotdotdot

businessplan

introducing

dot dot dot... what’s next...

4

dot dot dot team...

Grace Che

n

public relati

ons dire

ctor

Rebecca Pa

ul

research & developm

ent d

irect

or

Quentin Koopm

an

consumer insig

hts di

rect

or

Dyanis D

e Jes

us

managing & business

dire

ctor

Vimvipa Poo

me

product development d

irect

or

Guy Laufer

marketing d

irecto

r

Jahnvi Man

ek

design directo

r

5

Who we are

Vision

Mission

dot dot dot...what’s next...

dot dot dot is a global powerhouse of visionaries and innovators. Our multidisciplinary group was conceived as the perfect balance of creative mavericks and business masterminds.

We exist to push humanity forward through the application of strategic technology with an elevated human purpose. We use cre-ativity to provide innovative applications and enhance existing technologies with progressive thinking to ultimately revolutionize the digital industry.

Our aim is to design a smarter virtual world, where technology and human nature ex-ist in harmony . We strive to better the future by pushing the boundaries of the status quo. We are what’s next…

...we are what’s next!

6

executive summary...

7

The virtual arena is rapidly evolving with constant technological innovation and increased adoption. Our knowledge of the end users relationships with these technolo-gies is also extending. As the digital industry prepares for what’s next, we conceive UNI as the next level of virtual platform based on our findings of two key convergent points: 1) Change in Human Behavior: The amount of people who use the Internet and their fre-quency of use of is an a consistent incline. 2) Evolution of the Internet: As Internet tech-nologies and user behavior continue to evolve, new challenges emerge for existing businesses and new opportunities are created.

uni is a web platform that address hu-mans’ need for “connectivity.” UNI was built as a response to changes in human behavior brought on by the digital age. Our goal is to facilitate an emotional exchange that strengthen value of the relationships in people’s lives through enhanced virtual experiences. Based on extensive research and obser-vation uni was developed as the future of how people will utilize and interact online. As our behavior changes so does the surrounding infra-structure and our needs within it. Similar to how social networking sites disrupted the space oc-cupied by chat, email and SMS-uni will redefine the virtual experience in our daily lives.

Referred to by Wired Magazine as the “Great Tech War of 2012” Facebook, Google, Apple and Amazon, are fighting to dominate the next phase of the Internet. These companies are getting into each other’s territories: social media, hardware, media and entertainment, consump-tion, and the borders that differentiated them from each other are now disappearing. What and how the internet provides information and services is at a turning point. With this shift the futures wide open, and we believe the previ-ous successes of these 4 industry giants are the pieces that tell the story of what is yet to come. This element of ambiguity provides a window of opportunity that we can we tap into.

Executive Summary...

uni is an online platform that facilitates an enhanced simultaneous multi-user, experience.

8

the problem...

9

As an effect of the digital age human behavior is rapidly evolving. How we operate on a daily basis has entered a new territory. The tools, processes and routines we normally utilize to address our basic needs are no longer relevant. Technology is now the entry point into all aspects of society. It is how we connect to our family, friends and neighbors. Therefore, based on Maslow’s model our biological and physiological needs: self-actualization, esteem, belonging and love, safety wouldn’t be met without social connectivity and collaboration. The question or problem rather is how do we adjust? In a world where we’re required to be “connected,” weather it’s related to our work or personal lives, how do we use this new platform to enhance our quality of life? How do these new means of communication measure up?

The Problem...

10

The Problem...

Based on the following research we’ve determined the applications currently available do not effectively engage or enhance the lives of it’s users. The Increase in Internet usage vs. a decrease in Facebook users suggests that the current model for Social Networking Sites is not sustainable. Using Maslow’s Model, if Facebook effectively serviced our needs this division would not occur. These needs are not met through communicative connections alone. The source of fully realized connection and emotion is memory, which comes from experience and feeling.

The applications currently available do not effectively engage or enhance the lives of it’s users in a manner that’s sustainable as we move deeper into the digital age .

12

the opportunity...

13

Changes in human behavior - Shift in peoples daily routine dependent on the Internet to to be connected in order to communicate effectively personally and professionally.

Gaps in the current technology - Facilitate an enhanced connection and means of collaborating that satisfies our basics needs

Changes in the industry - These changes set the stage for innovation and weaken the position for those who currently dominate.

An Opportunity for innovation...

By identifying the following three statements we reveal the opportunity.

14

the solution...

15

The Solution...

swot analysis...

17

SWOT Infographic...

Strengths

Opportunities Threats

Weaknesses• Presents a simple idea: “doing life together” • Easy concept to understand and relate to• User friendly, leverages existing online behaviors• On the cutting edge of e-commerce technology /

trends• On the cutting edge of video streaming technology

trends• On the leading edge of media consumption • On the leading edge of the digital marketing industry

• Leverages existing online behaviors• Original functionalities potential to expand in other arenas:

work & education• Could gain from current global political unrest and economic

instability. Such environment could provide a disruptive window of opportunity in the case of a major event or other major global events such as wars (i.e. Occupy Wall Street)

• Advantage through constant technological evolutions, moving to smart phones, smart TV’s, tablets, and everything digital.

• Indirect competition in the form of existing technologies that perform similar functions independently, such as platforms for video-chatting or shared music listening

• Misunderstanding or misconception of usage could lead to decreased interest (if value offering is not good enough in form or execution)

• No cash on hand - financing needed for startup• Current content model dependent on alliances and

partnerships• New interface design might encounter user resistance

in early adoption

18

how does it work?

19

uni is a web application that provides it’s users with value not offered by other products. uni’s unique offering is achieved by combining experiential video conferencing enhanced by e-commerce components. These experiences are later archived and used to build and improve existing relationships.

By giving people who are geographically or physically separated the ability to share an experience that simulates the same type of connection normally limited to physical closeness, uni allows users to make memories they will have for a lifetime.

• Facilitate remote, real-time, shared experiences such as: going to the movies, shopping with friends, exercising with a trainer or learning how to cook.

• A new way of interacting with others though “active” stimulation and enhanced engagement.

• Provide added services that enrich experiences through e-commerce.

• Generate and save post-event content to build an “emotional archive” of memories.

• Allow for relationships built over time by suggesting activities users can do every week and with whom identifying the roles of people in the users’ life according to shared activities.

• A personal space system that allows the user to personalize their dashbord by saving their favorite content (YouTube videos, blog posts, pictures).

How does it work?

“ uni is a web application that provides it’s users with value not offered by other products.”

Features

20

industryoverview...

21

uni leverages existing SNS to enhance it’s offering and increase the value it provides to it users.

Based on our analysis of the industry we would like to highlight the following:• Social Networking and Internet services are

rapidly evolving with constantly changing needs and solutions.

• Increased use of smart phones and tablets create new revenue opportunities.

• Index search (google, yahoo) has dropped significantly has been replaced by applications.

• Emerging video technologies • HTML 5

Industry Overview...

22

• Path - sns used to connect with users to 50 of their closest contact

• Facetime - live video calling for mac products only (imac, ipad, iphone).

• Skype - downloadable desktop application for person-to-person video, voice and analog chat.

• Turntable.Fm - online platform where users can listen to music together through facebook

• Google hangout - google plug-in for group video calling through google platforms.

• Seetoo - video sharing application tailored to businesses.

• Adobe connect pro - web conferencing solution tailored to corporate & academic users.

Competitors...

Some similar products, not widely known, are:

23

The social networking market is flushed with applications, plug-ins, platforms and programs. Our analysis of previous and existing products has identified our space for opportunity in combining these technologies in an enhanced offering.

Competitive Landscape...

Where does uni fit in current landscape?

24

competitive advantage...

A design guided in the mission/need for this product.uni multiple functions for a complete 360º experience that guides and facilities the user experience from planning to post-archiving.

A hybrid functionality and competitive differentiation. Outside of uni, the features contained within its functionality only exist as independent platforms, not widely known or do not exist.

A unique product platform that creates new revenue opportunities Just as social network platforms, such as Facebook, have opened a wide variety of new offerings in the forms of apps, and services since its launch in 2004; we see the potential for a platform like uni to open a new market for entertainment and service industries, allowing for sustained innovation.

A web-based product built in response to real-life experiences. Empathy is a large inspired the ideation for therefore this component will be ingrained into uni’s form, function and usage. This will come to life through the expression of its design, brand and marketing, and the features offered.

Competitive Advantage...

audience...

27

uni leverages existing digital behaviors, and the target market will have an existing and diverse group of contacts spread across many geographic boundaries. These are people comfortable with the social networking platforms and protocol.

Audience...

28

Audience Analysis...

Target Audience identified by demographic data for existing digital behaviors in U.S. Population:

- Online and Mobile activities- Online Video viewer penetration- Friend composition of Facebook users- Most used Social Networks sites- US Smartphone owners- US Tablet users

*Retrieved from e-Marketer.com via Blast Radius.com Research Department

Online mobile activities

Online video viewer penetration

29


Relationships of facebook users

Social networks that are most used

30

% of totalDemographic Profile of US Tablet Users, Aug 2011

GenderMale 54.7%

Female 45.3%

Age13-17 6.5%

18-24 13.7%

25-34 29.3%

35-44 21.6%

45-54 14.6%

55-64 8.3%

65+ 6.0%

Income<$25K 6.3%

$25K-$50K 13.6%

$50K-$75K 18.3%

$75K-$100K 15.9%

$100K+ 45.9%

Note: three-month average ending Aug 2011Source: comScore MobiLens, "How Tablets, Smartphones and ConnectedDevices Are Changing US Digital Media Consumption Habits," Oct 10, 2011133526 www.eMarketer.com


Tablet users in the USSmartphone users in the US

marketing strategy...

35

• Constant feedback as platform begins to be adopted by users

• A consistent in-depth analysis of uni ’s analytics related to user behavior and demographics will be key to our success. The user experience is the most important component to our product. uni will use this information collected through user behavior to quantify the emotional value it’s able to provide.

• Integration and further development of new technologies as product begins adoption (new or improve technologies, e-commerce).

• Further adjustments to new business model based on partnerships and e-commerce

Overview...

The marketing strategy will be defined under a ripple effect approach allowing

36

• uni is a product for all but will be marketed with a niche approach. • uni is tailored to address emotional needs not currently serviced by the

products offered by competitors, making uni innovative, unique.• uni leverages memory and emotion. People’s lives are more than a succession

of experiences built over memories based on the emotions created by those experiences.

• uni is about real-time, real-life, rather than the before and after an experience.

• uni is active, playful, emotional, real you, real people in your life.• uni expresses feelings.

UNI positioning...

uni is about doing life together.

37

• Build brand awareness as the trendsetter in the marketplace

• Gain recognition as a desirable product• Solidify strategic partnerships and achieve

sustainable revenue

Goals & Objectives...

Application Phases

38

uni will advertise through tactical, digital and experiential media.

Marketing Tactics...

Social Engineering

39

• An exclusive, experiential event with curated guest list (industry trend-setters, and other influencers from general audience per key market).

• Product launch will highlight new technologies and capture early adopters emotions and reactions.

• Specialized “trend-setting” media coverage such as TheCoolHunter.net, Wired Magazine and Fast Company

Public Relations for launch...

Generate Interest

40

Online events for members only:

• Free live unplugged concerts (i.e. Lady Gaga) • On Black Friday and Cyber Monday host

special deals and flash deals with major partners.

• Exclusive branded movie premiers and targeted movie releases

• “Bring a friend” promotions for e-commerce portal

Promotions to capture them once in...

Engage

41

Branded teaser campaign introducing uni in key spots (online and offline) to generate buzz, intrigue, and drive people to online.

Grass roots to attract new users...

Entice

42

Viral teaser app to generate Buzz and drive people to uni. Teaser video with “Send to friends” option.

Digital to promote virality and spread usage...

Spread Usage

43

Fosdick’s curve...

In the current technological landscape uni appears to be at the beginning of a new wave: the video wave. The industry projections show an increased integration of video in our online activities as we move towards 2015. uni is only the beginning and major companies moving in this same direction lead us to believe there is high potential for innovation in this arena.

44

design & development plan...

45

The cost and development plan should consider the following:

• Custom e-commerce aggregration technology

• Custom video sharing• X-factors of new technological

developments

uni will integrate existing technologies with established networks, video, chat, SNS, e-commerce, new media, in one singular platform.

Scope & Overview...

46

Finalize Concept Proposal

Partnerships In Place (Amazon, Facebook)

Tech Director Advisory

Architecture Development For Website

User Experience

Tech Director Advisory 2

Design

Production

Mobile App Architecture(Ux/Design)

Beta

Mobile App Production

Product Launch

Development...

= Site Production $900k Mobile extensions $150kTotal $1,050k

Phases Cost

47

Work & EducationPotential areas of expansion.

Living & EntertainmentAdditional functions will be gradually incorporated throughout UNI’s lifecycle

We see the potential for a platform like uni to open a new market for entertainment and service industries, allowing for sustained innovation.

Sustained Innovation...

Phase 1

Phase 2

48

dot dot dot will ensure to put in place a strategic team to manage uni Once we move from the start-up stage, our team will be comprised of the following:

• Strategy• Clients Service• Research & Development• Marketing • Technology & Innovation• Operations• IT

The main functions that will ensure the success of uni’s operation are:• Secure equitable partnerships to ensure sales

goals are met.• Establish internal procedures for efficient

planning, management and execution of campaigns and campaign deliverables.

• Seek out and establish new business relationships.

• Create marketing strategies for the UNI brand and the future development of the product.

• Effectively manage product development and functionality.

• Excellent customer service.

...dot dot dot will hire a digital agency to ensure the calendar of activities and promotions on uni.

Management...

Salaries

Web Hosting Equipment

Office Rental/ General Expenses

TOTAL

$650k$50k$50k$60k

$810k

Expenses for first year of operations

49

Financial Requirements...

DEVELOPMENT

1ST YEAR OPERATIONS

TOTAL

$1,050k$ 810k$1,860k

50

financial strategy...

51

uni will tap into industry trends to offer a platform for new opportunities. Its unique offering of personal space , entertainment and services create an attractive market solution for giants in the league of Amazon and Google.

Financial Plan...

52

“In the post-Apple world, all devices encourage and facilitate consumption, in just about every form. So, the expectation by industry analysts and experts is that giants like Apple, Amazon, Google and Facebook will deepen their efforts to serve up media--books, music, movies, TV shows, games, and anything else that might brighten people’s lives.”

*(Retrieved from: Fast Company, “The Great Tech War 2012”, October, 2011 - http://www.fastcompany.com/magazine/160/tech-wars-2012-amazon-apple-google-facebook)

“But it’s not just digital media; they will also make the consumption of everything easier (i.e. the Kindle, model isn’t just about better reading but about selling Amazon’s products). Wherever and whenever you are online, they want to be there to assist you in your transaction.”


“They look at these media services as enhance-ments to lonely hours as well as socializing everything, so people can enjoy it with friends or meet new ones.”


Industry Trends will tap into...

Serving-up more media

Socializing everything

Facilitating consumption

53

Industry Trends will tap into...

“As first described in Gilder’s 1990 book Life After Television, there’s a broad paradigm of video moving out of the broadcast mode and into the narrowcast, multicast, and consumer-driven models of the Net. In this third phase of Net evolution, network architectures and com-mercial business plans reflect the dominance of rich video and media traffic..”

(Retrieved from: http://www.reelseo.com/rise-online-video-break-internet/#ixzz1fWzqfX91)

“Television is seen as the most important mass medium that hadn’t yet been breached by the digital world. Some industry giants like Google are already flirting with the idea of bringing web and TV together. Four billion people watch TV. In the U.S. alone, the medium generates $70 bil-lion a year in advertising revenue.”


“Consumers looking for more information, experience and activity. Traditional campaign model in digital marketing will be replaced by a whenever, wherever approach.”

(Retrieved from: http://blog.nrf.com/2010/03/04/3-digital-trends-for-2010/)

“Data not only fuels new and better advertising systems, but better insights into what people would like to buy next, new needs and inven-tions.”


The wealth of data

Video everything 2015

T.v the next big thing

Content, not campaigns:

54

All these trends validate potential interest in our offering. It proves the potential to attract the following strategic alliances:

Media:• Sony Entertainment (Music, Movies) -

Global Partner• Hulu - US Partner• Netflix - US Partner• All facebook partnerships:• Nike -Nike Training Club program• News

e-Commerce:• Amazon.com

Strategic Alliances...

55

Partnership strategy for e-commerce...

• Brand leader in their category• Existing digital systems/strategies that align

to UNI’s real-time experience offering• For media: ensures delivery of tailored

content based on strategic plan with UNI (licensing arrangements, etc.)

• For e-commerce: oversees e-commerce operations, order fulfillment and customer service

• Customized web products tailored to each partners needs.

• Multi-Media ad platform• One of a kind branded user experience• Opportunity to engage target demographic• Data• Channel of entry• Opportunity for additional services, lines or

expansion for partners • Oversees experiences and promotions that

drive usage

Uni offerings: Partner offerings:

Our unique offering has the power to capture an audience. with uni serving as a platform to leverage the virtual marketplace.

56

Personalization: Feeling attached emotionally to the product

Performance: Fitting the product to the user needs and demand

Position: 24 hours 7 days a week availability

Participation: Partnering with the user in order to spread out the product/massage by making him/her part of the experience.

The 4 P’s of the virtual world :

Partnership strategy for e-commerce...

57

uni will serve as an experience driven platform focused on two main streams of revenue • Online advertising• E-commerce

Digital Advertising and Custom Branded ContentIn addition to traditional banner advertising, uni will also offer exclusive sponsored content. This offering is highly customized depending on the specific needs of the advertiser and will be built in conjunction with strategic partnerships.

uni s offerings include:

Progressive brands that coincide with UNI’s Target Audience and Market Positioning in the following categories• Entertainment Companies• Clothing brands and retailers (Zara, Gap,

Levis)• Services & Other (Food, Beverages, Package

goods, Candy) (Skittles, Coke, etc.)

Profitability...

Future Clients may include:

• Traditional banner advertising (IAB stan-dard units, dropdowns/expandables, site roadblocks, site skins)

• Customized and original sponsored content• Sponsored events

e-Commerce:• With affiliate partnerships uni will retain

the standard 10% of sales generated though uni .

• Sponsored offers and promotions promoted through e-commerce portal.

• uni will also obtain revenues from Virtual Goods

“This year, 60% of marketers report that they plan to spend more money on content marketing during the year- compared with 51% saying so in 2011.”

60

strategic technology criteria analysis...

61

uni’s ultimate goal is to create a product that will enhance individuals and with that society as a whole. From a profitability standpoint, we ensured to accommodate uni into a business model that also responds to market trends and needs, creating a highly desirable offering to attract users and clients.

Ethical / Moral factors - uni promotes richer human values such as friendship, love and family relationships. We attempt to minimize any ethical implications that may come from the misuse of our product, starting with its design and functionality.

Relationship to users – uni is a highly emotional product and brand. The intention is to bring it to life in the

ST criteria analysis...

also provides high value with an offering based on content /experience /online retail that is increasingly in demand.

Commercial viability – Industry research indicates uni is viable and has a immense potential for high profit margins. This is based on profit projections for content, digital marketing and e-commerce consumption.

Sustainable innovation – uni considers the environment, starting by us, the users. The human aspect is the root of this product. uni’s offerings are tailored to satisfy needs not currently fulfilled by it’s competitors. The increased need for humanity in our relationship with technology is and will be a key aspect in the form and function of uni.

Social relationships- As designers, we conceive uni by first understanding peoples needs, how they are different as the role of the web becomes a larger part of their daily lives. uni was born from a primarily human aspect.

Barriers of entry - People are often slow to accepting change especially when it comes to activities they engage in on a daily basis. As designers we’re faced with the challenge of creating a product that people enjoy using and enhance their lives on a daily basis.

Economic metrics / measurements – Industry trends and needs are all indicators that allowed us to craft a business model that not only suits human needs, but

“...The increased humanity in our relationship with technology is and will be a key aspect in the form and function of uni.”

62

We understand the importance of awareness of use and immediate perception of value for a product’s success, that’s why we created uni in a way that will leverages existing digital behaviors, existing networks that users may have, and existing technologies, offering an immediate added value in the recognition of what’s new within the existing: simultaneous vide, multiple users, experiences that mimic real-life, etc.

Inherent value to others – For the same reasons stated in “informed comprehension”, uni is: immediately consumable with no instructions, offers immediate value, does what it says, and users can immediately benefit from its offering.

Displacement factor – Its unique combination of technologies


Purposeful Application – The purpose of UI is inherent in its relationship to user, therefore the adoption strategy we are proposing (ripple effect where we gain adoption in stages) is our way to ensure we will be able to understand how users are integrating the product in their lives and make adjustments as needed with their input to achieve our ultimate purpose of intimacy, engagement and emotion.

Sustained Funding – uni’s partnership model accounts for solid financial performance, informed in market trends, projections and needs. Also, looking at the bigger picture, as John Kao states in his book “Innovation Nation”, technology remains the key engine of U.S. economic growth and its competitive edge.

Informed comprehension –

same way, and the expectation is a high level of empathy with its users. uni is like you & like them. uni has feelings, emotions, needs intimacy, needs care, admiration, esteem. uni is like your best friend.

Timing - Timing is a key strategic move in the creation, development and launch of uni.Our product was conceived within a specific landscape, and tailored to it. The timing is now. This product is extremely relevant right now and has the potential of loosing relevancy if someone appears in the market with a similar offering. Timing will be everything, and if the strategic criteria of timing is recognized, this product can be extremely powerful with limitless potential.

Differentiation – uni engages users in an way that goes beyond what current Social Networking Sites (SNS) and other web services are presently capable of providing. uni redefines how people use the Internet and their virtual interactions with the outside world in a personal level. In its function, uni combines exiting technologies shaping a combination that takes that collective to an enhanced level.

“...Timing is a key strategic move in the creation, development and launch of uni. The timing is now.”

uni’s unique combination of technologies and its 360 offering that facilitates user experience and engagement from planning to post-archiving are key elements that will prompt disruption.

63

Innovation ability – In this context of “the video wave”, we believe simultaneous video streaming and activity sharing is only the beginning. We see the potential for a platform like uni to open a new market for entertainment and service industries, allowing for sustained innovation.

Design acceptance – uni’s adoption model is design to account for observation, feedback and retro-feeding our design to adapt to user’s experience if needed. We believe our offering is informed in the perceived flaws of existing offerings, therefore our expectation is to obtain immediate design acceptance and engagement.

Engagement and Experience – There are the core values of our product offering. Engagement and experience are the heart and soul of uni, its brand and functions it facilitates. Our expectation is to create immediate empathy and for uni to become a platform and facilitator of real relationships, emotion and feelings; and with that our users to offer the same feelings in reciprocity to uni. uni loves you! uni makes you happy….


and strengthening real life relationships, deeper human connection, facilitator of engagement and memory. We don’t discard unintended uses, so in its design and form and function uni will remain flexible to user input and may be able to incorporate positive input or remedy for any flaw as we move through the different adoption phases.

Lifecycle longevity – In the current technological landscape uni appears to be at the beginning of a new wave: the video wave. The industry projections show an increased integration of video in our online activities as we move towards 2015. uni is only the beginning and major companies moving in this same direction lead us to believe there is high potential in this arena.

and its 360 offering that guides and facilitates the user experience from planning to post-archiving are key elements that will prompt disruption in the marketplace and in users lives, offering a product with enhanced features that may substitute current offerings or be added to users digital habits.

Brand Sustainability – We have created an inspired marketing plan for uni, born from the same sensibility that the product was conceived. We believe in uni’s humanity, and will reinforce brands actions that stand to the values of intimacy, emotion and depth in human relations.

Enablement – There are intended values/outcome inherent to the idea behind uni such as building

“We intend to enable values/outcomes inherent to the idea behind UNI, such as strengthening real life relationships, deeper human connection, facilitator of engagement and memory.”

65

dot dot dot Advisors...

Michael ParkVP of Technology Blast Radius, NYCwww.blastradius.com

Ricardo BurgosInnovation Agent at BigStar Group San Juan, PRVP Content & CreativeWireless Idea Corp Latin Americawww.wirelessidea.com

Lloyd SollyCEO Phluent Inc. www.phluent.comCreative DirectorSolly CommunicationsVP Content & Creative

Chad HutsonExecutive Producer leviathan - Chicago, ILhttp://lvthn.com

Jeff Canzona PartnerGoodday Monsters Digital Agencygooddaymonsters.comChicago – Bangkok

Rainer PumpidoCEO / PartnerContactica Interactivehttp://contactica-i.comSan Juan – Miami - Latinamerica

Ricardo HernandezInformation & Visual Interface Designer

Micah GoldstonManager, Finance at Subports

Kevin DaliasAssociate Account Manager at Commission Junction

66

bibliography & appendix...

67

Bilbliography...Manjoo, F. (n.d.). The Great Tech War Of 2012 | Fast Company. FastCompany.com - Where ideas and people meet | Fast Company. Retrieved November 23, 2011, from http://www.fastcompany.com/magazine/160/tech-wars-2012-amazon-apple-google-face-book

The Rise Of Online Video Will Break The Internet. (n.d.). ReelSEO: The Online Video Guide for Video Marketers & Producers. Retrieved November 23, 2011, from http://www.reelseo.com/rise-online-video-break-internet/#ixzz1fWzqfX91

Rand, S., Director, S., & NRF. (n.d.). Retail’s BIG Blog | 3 digital trends for 2010. Retail’s Big Blog. Retrieved November 23, 2011, from http://blog.nrf.com/2010/03/04/3-digital-trends-for-2010/

The Rise Of Online Video Will Break The Internet. (n.d.). ReelSEO: The Online Video Guide for Video Marketers & Producers. Retrieved November 23, 2011, from http://www.reelseo.com/rise-online-video-break-internet/#ixzz1fWzqfX91

Mello, J. P. (n.d.). Social Network Users’ Main Focus is Staying in Touch | PCWorld. Reviews and News on Tech Products, Software and Downloads | PCWorld. Re-trieved December 7, 2011, from http://www.pcworld.com/article/243902/

Quantcast - Audience Measurement, Lookalike Modeling, Audience Buying. (n.d.). Home | Quantcast. Retrieved November 27, 2011, from http://www.quantcast.com/amazon.com

Quantcast - Audience Measurement, Lookalike Modeling, Audience Buying. (n.d.). Home | Quantcast. Retrieved November 27, 2011, from http://www.quantcast.com/hulu.com

Quantcast - Audience Measurement, Lookalike Modeling, Audience Buying. (n.d.). Home | Quantcast. Retrieved November 27, 2011, from http://www.quantcast.com/skype.com

Who’s Online: Internet User Demographics | Pew Research Center’s Internet & American Life Project . (n.d.). Pew Research Center’s Internet & American Life Project . Retrieved November 27, 2011, from http://www.pewinternet.org/Trend-Data/Whos-Online.aspx

Demographic profile of online shoppers @ IT Facts. (n.d.). @ IT Facts. Retrieved November 27, 2011, from http://www.itfacts.biz/demographic-profile-of-online-shoppers/10049

Facebook Demographics Revisited – 2011 Statistics | Web Business by Ken Burbary. (n.d.). Web Business by Ken Burbary. Retrieved November 27, 2011, from http://www.kenburbary.com/2011/03/facebook-demographics-revisited-2011-statistics-2/

2011 Facebook Demographics and Statistics – Including Federal Employees and Gays in the Military | iStrategyLabs - A Social Experiential Agency. (n.d.). iStrat-egyLabs = Social Media Marketing, Experiential Marketing, Innovation Design, Content Creation. Retrieved November 27, 2011, from http://www.istrategylabs.com/2011/01/2011-facebook-demographics-and-statistics-including-federal-em-ployees-and-gays-in-the-military/

almer77. (n.d.). eCommerce Evolution - YouTube . YouTube - Broadcast Yourself. . Retrieved November 28, 2011, from http://www.youtube.com/watch?v=IZp_X5IQgIU&feature=related&fb_source=message

eCommerce Business Plan - Amazon To The Rescue - YouTube . (n.d.). YouTube - Broadcast Yourself. . Retrieved November 28, 2011, from http://www.youtube.com/watch?v=el8EpIDf1_M&feature=related

ECommerce Partners | Ebusiness & Web Site Design Agency, New York. (n.d.). ECommerce Partners | Ebusiness & Web Site Design Agency, New York. Retrieved November 28, 2011, from http://www.ecommercepartners.net/

68

Bibliography...E-Commerce Models - YouTube . (n.d.). YouTube - Broadcast Yourself. . Re-trieved November 28, 2011, from http://www.youtube.com/watch?v=JK1-6jswWpc&feature=related

Trends & Data - Internet Retailer. (n.d.). Industry Strategies for Online Merchants - Internet Retailer. Retrieved November 27, 2011, from http://www.internetretailer.com/trend

Going Viral Visualized. (n.d.). Social Media News and Web Tips – Mashable – The Social Media Guide. Retrieved November 28, 2011, from http://mashable.com/2011/12/03/viral-infographic/

Going Viral Visualized. (n.d.). Social Media News and Web Tips – Mashable – The Social Media Guide. Retrieved November 28, 2011, from http://mashable.com/2011/12/03/viral-infographic/

eMarketer: E-Commerce Expected To Grow Double Digits Through 2012 | paid-Content . (n.d.). The Economics of Digital Content | paidContent . Retrieved No-vember 28, 2011, from http://paidcontent.org/article/419-emarketer-e-commerce-expected-to-grow-double-digits-through-2012/

Retailer Digital Marketing Spending to Increase Across All Channels in 2012 Ac-cording to e-tailing group Survey | EON: Enhanced Online News. (n.d.). Online Press Release Distribution | EON: Enhanced Online News. Retrieved November 28, 2011, from http://eon.businesswire.com/news/eon/20111107005147/en/Bronto/Bronto-Software/Email

Digital Marketing Spending Trends for 2012. (n.d.). Email Marketing Software & Bulk SMS Service | Mass Email Software: Bulk Email Sender, Email Harvester and Other Email Extractors, Email Verifier, List Manager and More Bulk Mail Software. Retrieved November 28, 2011, from http://www.massmailsoftware.com/blog/2011/11/digital-marketing-spending-trends-for-2012/

Ad Spending Shift to Digital Continues | Local marketing solutions for national brands. (n.d.). Local marketing solutions for national brands - JGSullivan Interac-tive. Retrieved November 28, 2011, from http://www.jgsullivan.com/2011/07/28/ad-spending-shift-to-digital-continues/

Protalinski, E. (n.d.). Facebook to grab 72% of social network ad revenue in 2012 | ZDNet . Technology News, Analysis, Comments and Product Reviews for IT Professionals | ZDNet. Retrieved November 28, 2011, from http://www.zdnet.com/blog/facebook/facebook-to-grab-72-of-social-network-ad-revenue-in-2012/5010?tag=content;siu-container

Top 15 Most Popular Social Networking Sites. (n.d.). eBizMBA - The eBusiness Knowledgebase. Retrieved November 23, 2011, from http://www.ebizmba.com/ar-ticles/social-networking-websites

Facebook sees big traffic drops in US and Canada as it nears 700 million users – Retrieved November 27, 2011, from http://www.insidefacebook.com/2011/06/12/facebook-sees-big-traffic-drops-in-us-and-canada-as-it-nears-700-million-users-worldwide/

Internet World Stats – Retrieved November 27, 2011, from http://www.internet-worldstats.com/stats.htm

world internet usage: http://www.internetworldstats.com/stats.htm

69

Appendix...

Index:Appendix 1 : Primary Target Interview 1

Appendix 2: Primary Target Interview 2

Appendix 3: Secondary Target Interview

Appendix 4: Surveys

Appendix 5: Estimates

Appendix 6: Charts

70

Appendix 1...

Interviews - Primary TargetName: Laura LachmanAge: 25Occupation: foreign student

Laura moved to NYC a year ago (2010) and is a foreign student. She contacts her family on the average of every two days via telephone or Skype. She is also working with groups of fellow students who either meet on campus, or try to connect with one another via conference calls. This latter mode of com-munication has serious drawbacks. As she points out, “A Skype conference call does not promote authentic dialogue; it is very frustrating because I do not feel that we are really having a conversation”. The members of her group use the following media of communication: Google docs, Facebook, Gmail, Skype and Mobile phone. Laura also says that her conversations with her parents lack spontaneity. She can’t really convey her thoughts and feelings, “It seems as though I am giving a report rather than truly sharing my life here”.

71

Appendix 2...

Name: Ayoub QanirAge: 32Occupation: Creative director & entrepreneur

Ayoub’s occupation demands that he travel most of the time. He contacts his colleagues from work via company email and through video calls. He stays in touch with his family through Skype. Ayoub’s friends constantly seek his advice about new projects. However, he often finds the process of communi-cation singularly agonizing, “It like a Walkie Talkie conversation”, he says. His friends will send him either a picture or a URL address. He then offers his judg-ment about the possible ideas or collaborations. Then they reply to his state-ment until they reach agreement. “It kind of like a tennis match”, he adds. “I am always feeling a sense of isolation or detachment. I get moved or excited by an experience and don’t have the means to share it with family or friends”.

Interviews - Primary Target

72

Appendix 3...

Name: Rachel IsraeliAge: 48Occupation: Digital photo archive

Rachel has relatives all over the world. She says: “We had a very short con-versation throughout G-talk, but it never gave the entire picture and lacked any excitement”. Rachel mentions that today she is familiar with Skype which she from time to time, but that this medium does not meet her emotional need. “I was introduced by my cousin to Skype while he was in China”. Today Rachel uses Skype regularly and informs us that it is always open on her desk top. Rachel explains: “Once I was a passive user; however today it is the tool I use more often than a phone to connect with friends and family around the world.”

Interviews - Secondary Target

73

Appendix 4...

Age________

Gender________

City_________________

City or Country where you are from_____________________

TOP 5 things Facebook does for you1)2)3)4)5)

TOP 5 things Facebook doesn’t do for you1)2)3)4)5)

TOP 5 entertainment activities you did this month and with who1)2)3)4)5) TOP 5 purchases you did this month $20+ (Includes eating out)1)2)3)4)5)

TOP 5 Websites you visit on a weekly basis and what for?1)2)3)4)5)

Main things you use Internet for? (Mark X 3)__Music__Movies/TV/Videos__Fashion__Gossip__News__Education/Research__Photography__Work/Professional__General searches__Other___________________

Main digital tools you use when online: (Mark X 3)__Social Networks__Chat/Instant Messaging__Email__Blog__Video Call__Forums/Reviews__Shopping__Other___________________

Survey

74

Appendix 4...

WHAT EXISTING SOCIAL MEDIA DOES FOR YOU?

• Keep in touch with people• Long distance relations• Understand more about society, how people think deep down• Open my mind to new people• See other’s people picture to know how they’re doing• Brings back my old friends • Catch up with all the news about my hometown conditions, from serious

issues, like politics, natural disaster and relaxed topics, like celebrity gossips, popular soap dramas and trendy fashions

• Update for the new situations of my friends or events• Share websites, videos, or music I like to friends.• Promote business • Chat with friends and family• Communicate with colleagues• Share thoughts immediately• Send a one/ two-way(s) message to my girlfriend.• General news updates• Birthday alerts• e-socialization• Look to my friend status, update and other entertainment stuff• Invitations to activities• Organize activities and monitored them through FB• Stores photos for me• Learn about trends• Kill time• Entertainment• Conversation topics in real-life

WHAT EXISTING SOCIAL MEDIA DOES NOT DO FOR YOU?

• It only functions in the form of words/texts/photos. I couldn’t do things physi-cally, like cooking food.

• Offer trustworthy or reliable information (i.e. news)• Direct communication• Human touch• Face to face communication • Context - People don’t know the tone and can misinterpret• Deeper human level • Provide food• Provide shelter• Provide medicine• See/ hear• A clear chat • Calendar schedule and reminders• Keep my concentration at work • Organization - Loose information in the posts• Keeps my privacy • I don’t pay bill through FB• I don’t shop through FB• I don’t order delivery thru FB• I don’t get directions (GPS) from FB• Don’t get books, magazines or newspapers access through FB• Too constant changing • Layouts of pages, windows, etc. lack wow effect• Not personal - Allows public to know about my life• Make me productive• Motivate me to call/see friends• Enhance personal relationships• More a marketing tool than friendship• Bombarded with irrelevant information

Survey Answers

75

chadh@ 42 x .

UNISocial PortalFirst Look/ROMVersion ‘x’

Rough Order of Magnitude

Leviathan is pleased to give a preliminary assessment of the new UNI social media platform con-cept. While accurate costs, specs or production timeline cannot be produced at this early stage of development, we’d like to express our interest by sharing some preliminary thoughts.

First Look Notes

At first glance, UNI appears to be a fantastic and ambitious business venture; a new social experi-ence in the vein of Facebook or Google+. When analyizing the UNI creative brief, we broke the site down into 3 comparable components:

• Facebook-like wall• E-commerce site• Live video messenger/chat

For the front-end, we’ll develop using HTML (possibly HTML5), cross-platform CSS, and the jQuery library. HTML and CSS will determine the look and layout of the site, while javascript and jQuery script the user interactions. Flash may be best solution for audio/video messenger communication.

Tying all these together will be a rather significant PHP-based CMS and SQL database for user data and pull additional info with a custom API.

Server-side considerations include integration or development of a payment gateway. As Flash may be required for audio/video communication, a server-side conversion/compression tool would also be needed.

Though this appears to be a social platform to compete with the likes of Facebook, it’s possible to also include Facebook Connect or Twitter’s API for additional sharing options.

Though there are some functions of this site that could translate to mobile, we’ve not focused on this aspect at this time and chose to instead concentrate on a PC-based experience.

Appendix 5...

76

Appendix 5...

77

Appendix 6...

78

Appendix 7...

79

Appendix 8...

80

Appendix 9...

Document attached below.

81

Thank you- ...dot dot dot.

uni business plan

Business

Transcript of uni business plan