campus swamps columbia univ jan 2014
TRANSCRIPT
Seaun Eddy Jackson Foley Chris Erlendson Taha Bakhtiyar Rienzi Gokea
Team 3Day 5
Interviews: 89
Survey Monkey: 70
Day 1
Canvas
CanvasStudents buy items at discount
Sell used items instead of donating or disposing
Efficiency, safety, convenience
Students andYoung adults,College affiliates
Advertising companies
College campus, word of mouthSocial MediaCustomer Referrals
Guerilla MarketingMobile & Web channelsGoogle
Site maintenance, security, scaling
Customer acquisition & retention & support
Web/Tech Infrastructure
MarketingServer maintenance
SchoolsStudent clubsRetailersTech users
Suppliers:StudentsMongoDB/Heroku
Marketing Channels
VC – Labor, marketing, servers, customer acquisitionFixed – Tech, infrastructure
3-5% fee per transactionData salesAdvertisement revenue
The Good
Refined customer segments
Adopted “Get Keep Grow” for customer relationships
Confirmed “local” need, “exclusivity” need, “instant Gratification” need
Likely purchases: Furniture Appliances Bikes Tickets
People don’t want to rent
Women uncomfortable with Craigslist
People throw away valuables at the end of the year
The Bad
Value Propositions still vague
Other segments rudimentary at best
Day 2
• Higher education
• Student clubs
• Retailers• Tech users
Suppliers:• Students• MongoDB/• Heroku
• Marketing • Channels
• Web/Tech • Infrastructur
e• Marketing• Server
maintenance
Site and server maintenance, security
Scaling
Marketing
• Guerilla Marketing
• Mobile & Web channels
• VC – Labor, marketing, servers, customer acquisition
• Fixed – Tech, infrastructure
• 3-5% fee per transaction• Data sales• Advertisement revenue
Students who want to buy
itemsStudents who want to sell
items: Students with
extra stuff, students leaving
campus for short/long
termsArchetypes:• International &
visiting students+
• Dormites +• Freshmen +• Senior +• Young adult 18–
35 • Income < 100K• People who live
off campus• Advertising
Agencies
Get: Word of mouth, guerilla
marketing, Social Media
Keep: Customer support, risk
management, advertisement
Grow: New Phase
Buyers: Cheap, at a
discount
Sellers:
Local platform to sell +
More efficient, safe, and
convenient than Craigslist
Have a better option than donating or disposing
Customer Segments:
Freshmen, Seniors, International, Visiting
students
DISCONNECT! Buying at the
beginning of the year, selling at the
end of the year
PANIC ENSUES!
Proposed ways to tap seasonal market
Pawn Shop
Buy and Sell to retailers
(same day)
• Risk of investment capital
• Cost of storage• Cost of human
capital
PIVOTS?!?!
CampusDJs
CampusBikes
LiveSign
CampuShare
CampusWoks
SOLUTION 1: Leverage school storage space to reduce human capital
SOLUTION 2: Leave the problem hanging, acknowledging that isn’t our market
OR
Day 3
• Higher education
• Student clubs
• Retailers• Tech users
Suppliers:• Students• MongoDB/• Heroku
• Marketing • Channels
• Web/Tech • Infrastructur
e• Marketing• Server
maintenance
Site and server maintenance, security
Scaling
Marketing
• Guerilla Marketing
• Mobile & Web channels
• VC – Labor, marketing, servers, customer acquisition
• Fixed – Tech, infrastructure
• 3-5% fee per transaction• Data sales• Advertisement revenue
Students who want to buy
itemsStudents who want to sell
items: Students with
extra stuff, students leaving
campus for short/long
termsArchetypes:• International &
visiting students+
• Dormites +• Freshmen +• Senior +• Young adult 18–
35 • Income < 100K• People who live
off campus• Advertising
Agencies
Get: Word of mouth, guerilla
marketing, Social Media
Keep: Customer support, risk
management, advertisement
Grow: New Phase
Buyers: Cheap, at a
discount
Sellers:
Local platform to sell +
More efficient, safe, and
convenient than Craigslist
Have a better option than donating or disposing
International Dormites:-Frequently relocating high transactors+-Higher than avg. budget-age 17-23, M/F +Freshman Dormites:-High need, primary buyers+-Parent sponsored+-Highest LTV+-age 17-19, M/F+
Senior Dormites:-Possess disposable belongings Sellers+-age 21-23, M/F+
all other university affiliates+
Freshman Dormites:-Full spectrum of college requisites+-Cheap options to settle quickly on budget+-Long term solution for ad hoc needs+Senior Dormites:-Instant conversion of trash to cash+-No transport hassle+-No packaging/mailing hassle+
International Dormites:-No transport hassle+-Comfort of dealing with university affiliates+-Instant gratification+
e-commerce coupled with try before you buy+
Get: Flyering+, mailbox flooding+, social media advertising, emailing student clubs+
Keep: Wishlist alerts+, seasonal alerts+, support
Grow: Cloning on other campuses+, virality+-Campus Ambassadors+
-Website
-Mobile application
-Social Media pages+
-Campus Ambassadors+
- Tech dev team
-Server space
-Capital for advertising+
-3% charge per transactions conducted via our payment platform
-Advertising revenues from ad companies
-Long term plan to sell consumer behavior data
-Server costs
-Advertising costs
-Ambassador recruiting and remuneration
-Full time employee salaries
-Identifying New York schools and their student clubs+
-Recruiting Ambassadors+-Building Website and Mobile Application
-Creating marketing material
-Advertisers+
-School administration staff+
-Student clubs
-Server hosts
-Retailers
Get Strategy
Campus Ambassador
s
Campus
Swaps
Online Advertising
Student Clubs
Social Media PagesWebsite
MobileUsers
Mailbox Flooding
Orientation Canvassin
g
Flyering
Our Marketing Strategy:
-Advertise to U.S. higher education affiliated individuals via social media
-Advertise alongside search results for e-commerce buzzwords
-Recruit ambassadors to target users via indicated methods
-Flyer more frequently inside residence halls of target customers (freshman due to purchasing needs and high LTV, seniors due to selling needs)
-Build relationships with clubs via ambassadors, request to reach their list serves, target international clubs with freebies
-Promote virality by prompting users to “like” our social pages upon completing transactions
Proposed Experiments
Pass/Fail
Get Strategies•Access newcomers as they are getting acclimated
•Build Relationships with clubs
• Determine new student shopping habits
• Determine if/how clubs distribute items
• PASS
• FAIL
Channels• Orientation canvassing
• School administration
• Flyering/social media
•Ask administrators how they value our platform
• PASS
Day 4
International Dormites:-Frequently relocating high transactors-Higher than avg. budget-age 17-23, M+FFreshman Dormites:-High need, primary buyers-Parent sponsored-Highest LTV-age 17-19, M+F
Senior Dormites:-Possess disposable belongings Sellers-age 21-23, M+F
+ all other university affiliates
Freshman Dormites:-Full spectrum of college requisites-Cheap options to settle quickly on budget-Long term solution for ad hoc needsSenior Dormites:-Instant conversion of trash to cash-No transport hassle-No packaging/mailing hassle
International Dormites:-No transport hassle-Comfort of dealing with university affiliates-Instant gratification
+ e-commerce coupled with try before you buy
Get: Flyering, mailbox flooding, social media advertising, emailing student clubs
Keep: Wishlist alerts, seasonal alerts, support
Grow: Cloning on other campuses, virality
-Campus Ambassadors
-Website
-Mobile application
-Social Media pages
-Adminstration+
- Orientation+
-Campus Ambassadors
- Tech dev team
-Server space
-Capital for advertising
-3% charge per transactions conducted via our payment platform (50%)
-Advertising revenues from ad companies
-Long term plan to sell consumer behavior data
-Server costs
-Advertising costs
-Ambassador recruiting and remuneration
-Full time employee salaries
-Identifying New York schools and their student clubs
-Recruiting Ambassadors
-Building Website and Mobile Application
-Creating marketing material
-Advertisers
-School administration staff
- Facilities+
-Student clubs
-Server hosts
-Retailers
Website
Testing Layouts
Mobile
Day 5
International Dormites:-Frequently relocating high transaction volume-Higher than avg. budget-age 17-23, M+FFreshman Dormites:-High need, primary buyers-Parent sponsored-Highest LTV-age 17-19, M+F
Senior Dormites:-Possess disposable belongings Sellers-age 21-23, M+F
- all other university affiliates
Freshman Dormites:-Full spectrum of college requisites-Cheap options to settle quickly on budget-Long term solution for ad hoc needsSenior Dormites:-Instant conversion of trash to cash-No transport hassle-No packaging/mailing hassle
International Dormites:-No transport hassle-Comfort of dealing with university affiliates-Instant gratification
- e-commerce coupled with try before you buy
Get: Flyering, mailbox flooding, social media advertising, emailing student clubs
Keep: Wishlist alerts, seasonal alerts, support
Grow: Cloning on other campuses, virality
-Student Ambassadors + -Administration+ -Orientation+ -Eco Reps+ -Student Clubs+
-Website
-Mobile application
-Social Media pages
-Campus career centers+
-Student Ambassadors
-Tech dev team
-Server space
-Capital for advertising
-3% charge per transactions conducted via our payment platform (50%)
-Exploring other pricing schemes, including scaling and subscription
-Advertising revenues from ad companies
-Long term plan to sell consumer behavior data
-Server costs
-Advertising costs
-Ambassador recruiting, commission based partnership scheme
-Full time employee salaries
-Identifying New York schools-Recruit Ambassadors, clearly define elaborate+ partnership agreements+-Build our technology-Create marketing material-Develop proposals for all Ambassador linked Partners+-Alternative monetizing+
-Advertisers
-Server hosts
-Student Ambassadors+ -School administration+ -Facilities staff+ -Eco reps+ -Student clubs+ -Orientation Assistants+
-School administration
-Student club
Channels
Campus Ambassador
s
Campus Swaps
Online Advertising
Student Clubs
Social Media Pages
Website
Support
MobileUsers
Mailbox Flooding
Orientation Canvassing
Flyering
(20% of revenue per campus)
Server costs: Y1-$200, Y2- $1000
Marketing costs: Y2-$5,000, Y3- $30,000
Revenue model
Advertising companies
Platform
Buyers SellerPayment
Items
3% fee on cards transactions
Space Payment
Revenue
CONFIRMED
Revenue Model
Year 1 2 3 4 5
Volume 5000 20,000 75,000 1,000,000 2,000,000
Transaction
$500,000 $2,000,0000
$7,500,000
100,000,000
200,000,000
Revenue $7,500 $30,000 $115,000 $1,500,000
$3,000,000
Statistics Volume
NY student population (high ed.)
500,000
Top ten biggest schools aggregate pop.
550,000
Average college population 7,500# college institutions in U.S 3000
Total college population 22 mill
Year Assumption (% of student pop)
# Schools
1 1% NY student pop. 10
2 2% NY, 1% top ten, 2% of 30 school
50
3 5% NY, 5% top ten, 1% rest of schools
500
4 10% NY, 10% top ten, 5% rest of school
1000+
5 Double last year 1500+
Profit
Year 1 2 3 4 5
Server 200 1,000 10,000 50,000 150,000
Ambassador
1,500 6,000 22,830 300,000 660,000
Marketing 0 5,000 30,000 200,000 500,000* Customer Acq. Costs are 20% of Revenue
Cost/Customer
$0.34 $0.35 $0.43 $0.35 $0.37
Revenue
7,500 30,000 115,000 1,500,000
3,000,000
Costs 1,700 12,000 63,000 500,000 1,300,000
Profit 5,800 18,000 52,000 1,000,000
1,700,000
Landing Page Now Live
Where do we go from here
Green reps or campus facilities: They have storage space Use platform to facilitate
transactions Are there similar services ?
BOOM
Visit
Campuswaps.com