Transcript Document
Mobile App: SocialWizer by WizeWorld
By: Steve Humer, Sha yan, Shiyun Hu (Scarlett), Ping Ge (Gail)
Product, Price, Place, Promotion
Product
Price
Free, Ad-based version.
$3.99 paid version.
Local business promotion fee.
University donations.
Place
SocialWizer: University-driven social activity tool.
Major U.S. City Universities – Florida, California, Texas, Massachusetts.
Promotion
Social media channels, e-mail marketing, forum, blogs, word-of-mouth.
Mission and Vision Statement
Many students in new universities follow others, miss
opportunities, explore slowly and develop routines that
are not optimal.
Our mission is to inspire effective, efficient, and
excited social exploration and leadership among
university students starting in a new environment.
Our vision is to see students do and see everything
a city has to offer them and continually create a
sense of spontaneity before things become routine.
Who is SocialWizer?
A mentor who teaches a student what there is to know.
A well-experienced, socially-connected student himself.
Someone who always has something going on / to do.
An avid organizer who knows where everything is.
Who’s our focus?
Niche Market - Graph
Enrolled Freshman
Transfers
Study Abroad
The Scenario
First Year, Transfer or Exchange Student…
Information Overload -> Analysis Paralysis
Business Expectation
Buyer power – active & influential.
Student Expectation
Gain experience, try new things.
The Options
Frommer’s – and other – guide books.
Word-of-mouth influence.
Internet searches.
Location-based guide mobile apps.
Location of Use
A Frequent Smartphone Activity
Demographics
The Problem
Current apps:
Target the general market instead of the student niche market.
Give information, not suggestions, to people.
Show unnecessary information.
Give incomplete information.
No sense of community.
Current Market
“tellmewhere”
Category: Social
Identifies the places around you and ranks those based on your tastes.
“Field trip”
Category: Travel/Local
Guide to the cool, hidden, and unique things in the world.
“Banjo”
Category: Social
See where your friends are, around the corner and around the world.
The Solution: SocialWizer
Niche of newly exposed students.
Priority on “simple-city exploring”.
Break novelty down into parts.
Organize university information.
Personalize based on preferences.
Wiki-style student contributors.
Product Features
University/General information – opening/closing hours,
food menus, maps, suggestions, information organizer.
City-exploration game.
Ideas: time- & weather-based.
Alerts: student deals, reminders.
Suggestions: activities and places.
Product Benefits
Students
Save time – quick plans, avoid sold out events & closed doors.
Save money – deals, cheaper stores, half-off restaurants.
Lead instead of follow.
Socialize easily.
Businesses
Get access to new customers.
Get business advertised.
Our Interest Research
http://www.surveymonkey.com/analyze/?survey_id=41087303&OPT=NEW
Our Interest Research, Continued
Our Interest Research, Continued
Were they interested in our SocialWizer App?
Niche Market - ~30 million annually
2008/09 - 672,000 international students at U.S. schools. [1]
Nearly half from: India, China, South Korea, Canada, Japan. [2]
Go to: California, New York, Texas, Massachusetts, and Florida.
2008/09 – 262,000 Americans studied abroad. [3]
Top 3: UK (33,300) – Australia (11,000) – Ireland (6,900) [4]
Fall 2011 – 21,575,000 U.S. college enrollment. [5]
1 in 3 students transfer U.S. universities before graduating. [6]
Fleeing to: Florida, California, Texas.
Business Influence
Business Influence, Continued
PESTLE Analysis
Political
Economic
Advanced social tools, superior gadgets (Google Glass).
Legal
Trends in social networks, mobile phone education and reliance.
Technological
Student and business buying power fluctuates.
Social
Ethical and honest advertising.
Availability to offer certain content.
Environmental
Time of year fluctuations, cultural needs, climate changes.
Strengths
1. Niche market. Specialized.
2. Market-focused.
3. Personalized product.
4. Suggestions over information.
5. Strong connection to location.
Opportunities
1. Growth of mobile.
2. Information saturation.
3. Poor alternatives.
4. Small start-up costs.
5. Travel increasingly easier.
6. Consumer attention is high.
Weaknesses
1. Niche market. Small.
2. Students are tighter on money.
3. New brand.
4. Global access takes time.
5. Fewer benefits in small cities.
SWOT
Threats
1. Huge competitive interest.
2. Maintaining up-to-date content.
3. Consumers falling into routine.
4. Subjective suggestion controversy.
5. Lack of financial interest.
Porter’s Five Forces Analysis
Threat of Entrants – High
Threat of Substitute – Moderate
No direct supplier necessary.
Competitor Rivalry – Moderate
Word-of-mouth dominates, hard-copy stagnates.
Supplier Power – N/A
Low start-up cost, growing market, high interest.
Some alternatives, similar products.
Buyer Power – High
Users drive success; contributions needed.
Companies buy ads, promotional space.
Purchasing Decisions
Students
Low-level awareness.
Repetitive advertising -> trial.
Emotional investment.
Awareness precedes trial, if satisfactory = customer.
Businesses
Market awareness.
Potential profit -> trial -> make money -> repeat buy.
Branding
Name
WizeWorld, Wizer products.
Flagship product: SocialWizer
Category Distinction
Identifiable Logo / Design
Icon / Website
Humanize
App Category
Social / utility dominates.
Icon Strategy
Clear, simple, and relatable.
Emphasize social discovery.
Green – balance and growth – Black – secretive and unknown.
Change icon if downloads stagnate.
Website Strategy
Incorporate green & black colors.
Product description, images, news.
SEO activities.
E-mail list & forum to build a community.
FAQs, videos, and social network information.
Sample Website
Market Content Strategy
Emotionally connect.
Emphasize community importance.
“Powered by students.”
Ask for feedback.
More research & data collection.
E-mail lists / E-mail campaigns.
Social Media Strategy
Facebook / Twitter / Google+ presence – Free
Blogs
Customer relationships and feedback.
App-focused, review-focused – build relationships.
Video
Short, creative YouTube videos.
Market Penetration
Free Price, High Quality
Multiple Platforms
Android, iOS, Windows
University-based groups in cities.
Build a following, claim market share.
< 150 people work best.
Targeted press releases, organizational events.
Beta Testers / Contributors
“The Wikipedia of the social realm.”
Information built up slowly by the community.
Start in major U.S. cities.
Incentives
Account “titles.”
High contribution = prizes / discounts.
Promotions
Contests / Giveaways / Sales
Loss-aversion focus.
Account luxuries.
Improves contribution.
Improves downloads and interest.
Android Analytics
Flurry/Pinch Media, Mobclix.
Monitor app usage, frequency, most used features.
Usage Analysis
Market-oriented updates.
Reviews drive improvement.
Market, Blogs, Social Media networks
Find trends.
Find faults.
Demographic review.
First-Year Costs - £3,600 (+£31,500)
Development
Registration Fees
Self-developed (50 hours @ 30/hr): £1,500
Marketing & Advertising
Android + Apple (£100)
Website Development
Self-developed (1,000 hours @ 30/hr): £30,000.00
£2,500
Miscellaneous (Graphics, Domain Registration, Books, Travel)
£1000
First-Year Revenue - ~£35,900 annually
AdMob, Madvertise, Mobclix, RevMob
Local Business
High Daily User Sessions = High Ad Revenue
5,000 sessions daily = ~£7 daily = ~£35,000 annually.
Establish app before charging.
Many companies, much exposure, small variable price.
Paid App
$3.99 each - 30% commission = $2.79 profit
10,000 free apps -> 5% conversion = 500 paid apps
5,00 x $2.79 = $1,395 = ~£900
Benefits
WizeWorld Brand Value
Free App - Ad-based revenue.
Activates brand and community.
Business relationships
Feature spots on app.
Higher suggestion ranking.
Maintain University students after University.
Brand Extensions – Free Ad-based and Paid Apps
One brand account to encourage use.
Future
Move toward accelerated-learning.
“The First 20 Hours”
“4-Hour Chef”
Create related brand products.
TalkWizer, ReadWizer, HabitWizer, EatWizer, StudyWizer.
Focus on community building, consumer connection.
Up-sell.
Cross-sell.
References
http://unistats.direct.gov.uk/
http://www.ucas.com/about_us/stat_services/
http://collegestats.org/
http://www.aucc.ca/canadian-universities/facts-and-stats/enrolment-by-university/
http://www.nextbillion.net/pubs/images/Mercadeo2.png
http://www.surveymonkey.com/
http://www.dailymail.co.uk/sciencetech/article-2119332/Apps-overtaken-Web-popularity-according-latest-statistics-actuallytheres-probably-app-tell-that.html
http://www.weareteachers.com/images/lesson-plans/high-school-student-currency-money-640px.png?sfvrsn=2
http://globalbusinessprotocol.com/wp-content/uploads/2012/11/Testing1.jpg
http://imageserver.quinstreet.com/content/one/2770/students.gif
http://1.bp.blogspot.com/_Px_El909rS4/SVfmPPtz5MI/AAAAAAAAAv4/goc-zs7H9ns/s1600/download.icon
http://blogs.computerworld.com/sites/computerworld.com/files/u177/smartphone-money.jpg
http://24.media.tumblr.com/tumblr_m6kvkhCVyQ1rn3pk1o1_400.jpg
http://vectorstudy.com/wp-content/gallery/managementtheories/porters_five_forces.png
http://www.foidesigns.com/wp-content/uploads/2011/04/corporate-branding-identity.jpg
http://www.themaltsters.com/wp-content/uploads/promotions1.jpg
http://principalposts.edublogs.org/files/2010/11/thinking-1jz7fvy.jpg
http://us.123rf.com/400wm/400/400/michaeldb/michaeldb1110/michaeldb111000007/10893608-business-man-climbs-up-a-piechart-to-strive-for-bigger-piece-of-market-share.jpg
http://2.bp.blogspot.com/-BxY3zFCS5cI/UDLaW-NWydI/AAAAAAAAAR8/cSJ3VCxpQdc/s1600/man_thinking.jpg
http://stratablogger.com.au/wp-content/uploads/2012/05/Woman-thinking_000008233744XLarge.jpg
SocialWizer by WizeWorld
Questions?
Concerns?
Suggestions?