team dynamo al-hassan hleileh | elika mahdavi | hung le | meghbartma gautam
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NUDGE. (16) in person interviews. Team Dynamo Al-Hassan Hleileh | Elika Mahdavi | Hung Le | Meghbartma Gautam Mentors : Ethan Kurzweil | Alan Chiu. What we [still] do. - PowerPoint PPT PresentationTRANSCRIPT
Team DynamoAl-Hassan Hleileh | Elika Mahdavi | Hung Le | Meghbartma Gautam
Mentors: Ethan Kurzweil | Alan Chiu
NUDGE
(16) in person interviews
What we [still] do
NUDGE enriches your life by bringing to you activities that you are interested in and inspire you,
which you might have otherwise forgotten about because of the
daily grind in life.Nudging you through future, richer, milestones.
What we were told in class
• Scope for a larger use case than just travel• Scope for a bigger market
Tested the Hypothesis• Expanded to the market for all activities• Nudge to encourage people to do more
Our Hypothesis last weekHypothesis Test Result
Did people miss something that they would have attended because of a lack of a nudge?
1 Confirmed
Do people want to be nudged?2 customer interviews, video
Confirmed
How often do people want to be nudged?3
Confirmed if relevant
What medium do people prefer to be nudged in? (Mobile App/Text or e-mail)
4 Mobile
… for Initial target group
Social NetworksEvent sites (Eventbrite)Travel websitesUniversity events Commercial partners
Customer Acquisition Customer RetentionProduct Development
User dataHuman Capital
Enrichment Trusted relationships
Travel Websites
Word of MouthSocial Media
Human CapitalProduct DevelopmentAdvertising costsMaintaining relationships
Event PublicityAdvertising
Customer Acquisition
StudentsGraduatesYoung Families
Successful partnerships
Relationship with key partners
Direct referral linksRelationship with partners
Leads
… for our endgame
Social NetworksEvent planning sites
Customer Acquisition Customer RetentionProduct Development
User dataHuman Capital
Enrichment Trusted relationships
Word of MouthSocial Media
Human CapitalProduct DevelopmentAdvertising costsMaintaining relationships
LeadsAdvertising
Special Deals
StudentsEarly GraduatesYoung Families
Successful partnerships
Relationship with key partners
Direct referral linksRelationship with partners
Customer ArchetypesAshley• Age: 26• Stanford Student• Worked in Hollywood• Loves Adventures• Wants to be nudged
relevantly, and inspired!
Customer ArchetypesClair• Age 28• Works at mobile start-
up in San Francisco, originally from Montana
• Single & dating• Plays soccer, runs
marathons• Likes to cook/host
dinner with friends when possible
Customer ArchetypesAlex• Age 38• Married, 1 child (4
year old Clay)• Investment professional in
New York• Volunteer coach for son’s
hockey team• Commutes for work to
Manhattan every day• Goes out of town to the
country for break once/month with his family
OCCURING EVENTS
(REALITY)
EVENTS YOU ARE AWARE OF
(CONSCIOUS)
EVENTS YOU ARE NOT AWARE OF
(SUBCONSCIOUS)
NUDGE
Identifying Revenue Inflection Points
$100,000 $1,000,000Monthly revenue
Key assumption
Nudge frequency Nudge conversion Average spending
Revenue = commission share (CPA sharing)
Converted nudges Total nudges
User per month
1 per 2 days 0.1% $200 5%
10,000 10 mil.
600,000
100,000 100 mil.
6,000,000
Hypothesis next week?
Are people willing to pay for this service? Will our revenue model be restricted to charging the end user or will the advertisers and owners of the activities subsidize the end user? (Partner)
What is the most unobtrusive way to get the users attention? Will it be a text or an E-Mail or a push notification? Nudges conversion (real nudges test)
Customer conversion / Demand creation (advertising)