wtf wheres the food
TRANSCRIPT
Georgetown University MPTM-Capstone; Professor Mikah Sellers | December 2012 © 2012 WTf, LLC. (Fictitious) 1
Georgetown University MPTM-Capstone; Professor Mikah Sellers | December 2012 © 2012 WTf, LLC. (Fictitious)
…and Introducing
Real-Time Street Collaboration Solutionswith LiveSmart℠ Technology
Where Urban Gen Y Lifestyle Meets Technology
www.WTfdc.mobi
Georgetown University MPTM-Capstone; Professor Mikah Sellers | December 2012 © 2012 WTf, LLC. (Fictitious)
Background
Georgetown University MPTM-Capstone; Professor Mikah Sellers | December 2012 © 2012 WTf, LLC. (Fictitious) 4
Mobile Food
Georgetown University MPTM-Capstone; Professor Mikah Sellers | December 2012 © 2012 WTf, LLC. (Fictitious) 5
Meet our Customers…
Challenges
Georgetown University MPTM-Capstone; Professor Mikah Sellers | December 2012 © 2012 WTf, LLC. (Fictitious) 6
Current Technology
Challenges Cont.’d
Georgetown University MPTM-Capstone; Professor Mikah Sellers | December 2012 © 2012 WTf, LLC. (Fictitious) 7
Local City Ordinances
Challenges Cont.’d
Business Opportunity
Georgetown University MPTM-Capstone; Professor Mikah Sellers | December 2012 © 2012 WTf, LLC. (Fictitious) 9
Growing up with Gen Y (Millennials)
Marketing to Urban Gen Y: Personas
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Build a Virtual Community around a brand Enlightened urban dwellers
Work to live, not live to work
Color outside the lines
Enable to eco-system Provide rich content and
marketing
Provide technology-based solutions
WTf.mobi Vision and Mission
Start Up Opportunity
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What’s in a name?
WTF, LLC.
LiveSmart℠
Where's the food?!www.WTfdc.mobi
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Business Model
Four distinct but complementaryplatforms
Website Free content
Build community
Sell ads
Apps Free tools
Upsell to paid tools/services
Apps + Content Aggregation + Database + Traffic/Page Ranks = $
LiveSmart℠ SaaS for ERP/M2M and Food
Management
OEM SDK and Services
Pro Services SaaS Service Desk
Turnkey GTM Services
Gov Lobbying
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WTf!? App Truck ID builder/tracker/full-search
Prepay system w/rewards
Food Truck Customers Track and find preferred food trucks
Offer options based on preferences/trends
R/T communications
Food Truck Owners Grow and optimize sales
Build brand loyalty
Where’s The Food!? For Web and Smartphones
Real-time FT Collaboration Tools
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FT Industry Urban-GenY News
App Download Home
Ad- based model
FT Micro-Sites, GTM Platform
Partner Backlinks – Yelp/Digg/Groupon
Follow NFL city build out (layout similar to Craig’s List
WTf.mobi
Website Platform
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Food Truck Owner B2B Services
ERP Back Office and POS
M2M Fleet/Worker Mngt
Mobile Inventory Replenishment (MIR)
Enterprise Food Vendor Mngt Events; Purchase
Consortium
SaaS and Contract Services
OEM SDK
LiveSmart℠ Platform as a Service (PaaS)
Mobile Enterprise Cloud Solutions
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FTO Service Desk Support Feedback via SaaS
B2B Systems Training ERP, POS, Fleet Mngt
Mobile Food Vendor Mngt Purchase Consortium
Event Mngt
Gov’t Consulting Services Assigned Rep; Lobbying
24x7x365 Service Desk Support
Professional Services
Marketing-Research
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Demand has grown significantly in the past five years, IBISWorld
Revenue is expect to grow steadily during the next 5 years by average annual rate of 8.4%, IBISWorld
WTF, LLC’s market size sample extremely modest
32 “NFL” CitiesAverage of 200 FT’s/CityAverage of 5,000 FTC’s/City
3 million food trucks in U.S., Entrepreneur, MintzerEst. 2.5 billion people per day in the world buy from street vendors, United Nations
Estimated Food Truck Market Size
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Food Truck Interview
Primary Research
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Demand generation “crowd sourced feedback on
location opportunities or corporate contract leads would be awesome!”
“real-time guidance on alternative locations based on the match up data would be very cool!”
Eddie Crosslin, Beach Fries LLC
Looking for Niches
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Location Recommender System
Real-time Replenishment System
Crowd-Sourced On-Demand Event Scheduler
Crowd-Sourced Support for New City Laws
Private Contracts Leads Private Prop./Long-term
Tariq, EuroCafe USA – “police harassment is becoming unbearable”
Horse’s Mouth
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Market Analysis
SWOT
Positives NegativesStrengths:•Aggregates multiple Twitter feeds for location•Plots food truck locations on an interactive map•Provides food truck name/location searching capability •List known food trucks in the DC area
Weaknesses: •Poor updating and refreshing of information•No rating system•No user account and customized alerts•No advertising capabilities•Owners cannot control their own space•No collaboration with other food trucks•Not everyone follows Twitter or Facebook
Opportunities: •Food truck owner driven real-time, dynamic food truck location•Advertising for owners•Customer accounts/profits for advertisement•Food truck rating system•Collaborate with food trucks to distribute coupons, information, and reward programs•Remove dependency on social media
Threats: •Food truck owner adoption•Food truck customer adoption•Dissemination of personal information of customers •Popularity of Twitter
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Market Analysis
Qualitative Risk
Attaining critical mass – high impact PR/Promo blitz focus
Complex database integration – features phased in; COTS-based, mobile app-mined but browser-based at first
Crowd-source “for cause” online campaign to garner support from the masses
Competitive local labor for interns – leverage brand/image of the urban-street; tent/kiosk sponsorships; entrepreneurship clubs on campuses
Category Probability Impact Risk Level (1 to 100)
Attain critical mass of members 25 100 25
App technology tools don’t work 25 100 25
Can’t scale labor force within budget 25 50 12.5
Negatively-Impacting Legislation 50 100 50
Marketing-Product Line and Services
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OMG-WTf!?℠ (Oh My Gosh, Where’s The Food!?) FREE APP FT profile tagger, tracker, full search, live geo locator
Secure prepay system w/loyalty system
LiveSmart Behavioral Analysis Responder (BAR) technology – on-the-fly FT suggestions based on FT profiles tagged and historical data
FTO messaging (email/twitter), survey responses/feedback
Civic Duty OPT-INS (hot blast via Twitter/FB) Alert Food Truck (AFT) Button
GOING/WENT Buttons
MY CAUSES Creator – crowd source support (cancer awareness, city ordinance drives (WTf!? Keep the Trucks!)
Real-time FT Collaboration ToolsFor Web and Smartphones
OMG-WTf!?℠ v1.0 (FT Customer Features)
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OMG-WTf!?℠ Feature-Rich Sales Optimization Tool$119 per month subscription + payment system fees. 90 Day FREE Trial. Comprehensive Identity Profiler
Lead Notification from AFT feature
Secure payment handling system
WP editor for WTf.mobi micro site (125x125 pixel Ad board)
Custom survey generator w/RT email/twitter blast out
Relative industry news feeds
Real-time FT Collaboration ToolsFor Web and Smartphones
OMG-WTf!?℠ v1.0 (FT Owner Features)
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SRSLY-WTf!?℠ (Seriously!, Where’s The Food!?) $29.99 per month subscription. 90 Day FREE Trial. OMG-WTF!?℠ Features plus
The “Street Pack” = the top most popular city club memberships as a bundle; City Bike, Jazz House, The Coffee Grind, Bennie’s Place, Dance Dirty, WeLobbi, Newseum, Art Walk DC, eFDating, Blues-Tatoos and more!
Beginning the Urban Gen Y Social Network for Web and Smartphones
SRSLY-WTf!?℠ v1.0 (FT Customer Features)
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SRSLY-WTf!?℠ $179 per month subscription + payment system fees. 90 Day FREE Trial. OPENEVENT! Lead/Response applet
Reverse Auction bid response to events and long-term contract requests; Demand Side/Supply Side Portals
RT collaboration tool
Custom survey/poll generator w/feedback reports
Micro website ad package upgrade; custom pages, photo gallery, virtual coupon generator, back links and blog
SEO optimizer tool tips
Beginning the Urban Gen Y Social Network for Web and SmartphonesBeginning B2B FTO Solutions
SRSLY-WTf!?℠ v1.0 (FT Owner Features)
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SRSLY-WTf!?℠ $249 per month subscription + payment system fees. 90 Day FREE Trial.
SRSLY-WTf!?℠ v.1.0 features, plus
Introducing OPENSTREET! Sales Optimizer Tool
Intelligent alternative location generator with LIVE “HEAT MAP” view showing in real-time what streets are open and generating demand.
Beginning the Urban Gen Y Social Network for Web and SmartphonesBeginning B2B FTO Solutions
SRSLY-WTf!?℠ v2.0 (FT Owner Features)
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Relevant content aggregator
Variety of Ad packages
Bring together urban community to steer toward a brighter tomorrow
Cause Driven – starting with FTO
Leverage our staff, affiliations and contacts
Productivity Improvements
Workforce Development
Get Involved. Be Heard. See Results.
Genesis for Urban Gen Y Communityv.2.0 Advocating for the Street
WTf.mobi v.1.0
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SaaS Mobile Enterprise B2B ServicesMobile Client Support: Android, iOS and WinMobile$20K unlimited licensing fee + 28%/yr maintenance
LiveSmart SDK v.1.0 for Engine and OEM
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SaaS ERP + Point of Sale Ecommerce solution
No bulk data loads, R-T synch, process integration and security
Mobile ERP+POS AppCo-Managed SolutionNRC $5K + MRC $299/month + eCom fees
MEPo
Flexible deployment Any cloud
Any 4G-LTE infrastructure
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Add on module to MEPo
Monitor Mobile Inventories against Sales in RT Leverages ERP back office and
M2M wireless infrastructure
Dispatches replenishment list with GPS location info
Mobile Inventory Replenishment AppNRC $1K + MRC $49/month
MIRt
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FTO Fleet Management Telemetry
RF/M2M wireless sensors
Asset tagging/tracking
Secure AES 128/192/256 Comms
FTO Worker Management Scheduling, Status and Time Keeping
Forms management and GPS tracker
Mobile Fleet & Worker Management AppCo-Managed SolutionNRC $5K + MRC $299/month
MOFo
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App Deployment, Configuration and Integration Food Truck Owners – M series portfolio
Enterprise Organization Mobile Food Services MOe application management
Turn key event management
Vendor consortium management
LiveSmart SDK OEM Integration and Support SaaS custom service desk
Consulting, Integration and SupportMobile Enterprise Services
Professional Services
Prov
ision
Production
Decommission
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Machine-to-Machine Systems Design
Mobility Device Management
Mobile ERP+POS Consulting
Mobile Fleet Management
Lateral to other industries via lessons learned and best practices
Mobility Implementation and Integration Services
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Custom Services for FTO and Enterprise Organizations
Portal Service Catalog ERP/POS Data Center Network Infrastructure MDM M2M Application Management Cloud Performance Security & Systems Management IT & Systems Engineering Test & Turn-up Billing Program Management & Project Management
SaaS Help Desk and Mobility Management Lifecycle
Mobile Service Desk
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Pragmatic Marketing Consulting Strategic, Branding, Lead Generation
Search Engine Optimization (SEO) Dedicated staff and reviewers, micro site
management, meta data/key-word page management; back link checks to Yelp, Digg, etc.
PR Campaign Management Strategy, positioning, launch plans, press
distribution, media relations, press briefings, article prep and submission, branding and media measurement/audit
Serving Food Truck Owners
Turn Key GTM Services
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Greatest asset = Data base Distill insight from large data sets
Better understand PRECISE needs and behaviors of the Urban Gen Y audience
Tie asset to quantifiable marketing strategy
Achieve new ROIs. I.e. 3rd Party?
Have a goal
Predictively think
Be timely
How many Gen Y live in city, are vegetarian, democrat, for cause marketing, eat street food and click thru WTF.mobi to book events?
Big Data v.1.0
Marketing-Product Management
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Human-centered design process
Research and scenarioson future developments
Scenarios
In-depth understanding of user needs through observation and analysis
User profiles
Comprehensive usability analysis Implementation support
Strong user experiences Iterative prototypes
User-centered design concepts and strategies
Design specification
People
Context
Foresight
Understand
Ideas
Design
Experience
Test
Touchpoints
Prototypes
LiveSmart℠
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First Year Plan
Solution Roadmap
MarketingBlitz
18 Cities 32 Cities
Beta Testing
1.5 months
Initial Development
2 months
Opportunity Planning
4 months
GO LIVE – SF & DCOMG WTf!? v1.0SRSLY WTf!? v1.0WTF.mobi v1.0SDK 1.0
4.5 months
New Feature Development
0 month 12 months
New Feature Development
Year 2
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Feature Rollouts
Solution Roadmap
Year 3Marketing
Blitz
GO LIVE 18 Cities
4.5 months
Scrum #1 – SDK 2.0
Sprint #1 Sprint #2 Sprint #3 Sprint #4 Sprint #5 Sprint #6
6 months
Scrum #2 – SRSLY WTf!? 2.0
Scrum #3 –WTf.mobi v2.0
Scrum #4 – MEPo
Scrum #5 – MIRt
WTf!? Feature Roadmap
Feature SDK 2.0
SRSLY WTf!? v2.0
WTf.mobi v2.0
MEPo MIRt MOFo MobileService Help
Delivery(month)
15 19 23 31 35 39 43
(year) 2 2 2 3 3 4 4
24 months
2 month Scrum
overlap
32 Cities
Year 2
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Schedule and WBS
Project Management
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Milestones
Project Management
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Staffing Plan
Project Management
Marketing-Pricing & Promotion
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Pricing Strategy – WTf.mobi v.1.0
Ad-based Model
Ad revenue – market saturation; creates database value; drives page ranks and CPM value
Page ranks, click-throughs, traffic patterns
Within or near content, navigational aids do best (Google AdSense 2012)
CPM (cost per 1,000 views)
Header Sidebar Footer Blended w/Content
468x60 $50 $50 $50 $100
120x600 $30 $30 $30 $50
125x125 $20 $20 $20 $40
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Pricing Strategy – Application Solutions/Pro-Services
NRC and MRC Subscription Fee ModelEvolution = FREE Apps -> Crowd Source Causes -> Brand Community -> B2C/B2B -> R/T Street Collaboration Solutions
(#’s are rounded; K=000) Non Recurring Cost (NRC)
Monthly Recurring Cost (MRC)
OMG-WTF!? V.1.0 FTO FTC
$119FREE
SRSLY-WTF!? V.1.0 FTO FTC
$179$29.99
SRSLY-WTF!? V.2.0 FTO $249
ENTERPRISE B2B
MEPo YR1 YR2
$2,000K$8,000K
$243K$750K
MIRt YR1 YR2
$0$800K
$0$470K
MOFo YR1 YR2
$0$4,000K
$0$2,870K
SDK V.1.0 $26K
PROF SERVICES
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Promotion - PR Campaign for “LiveSmart City”
One Year RetainerHigh Impact Front Loaded Blitz
Online news board for editors
Engage key editors/influencers
Engaging editorial calendars
Press briefings, article submissions
Vendor trade tent sponsorships
Cross sponsorships with Sirius, DC101
deadmau5 4 city simulcast event
Cause marketing event
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Cause Marketing
Reputational Capital – American Co’s spent $1B in 2004, IEG Sponsorship Report
Breast cancer awareness Raise donations
10K race
$1.2M from 10¢ Yoplait Yogurt lids
Helps attract goodemployees
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Promotion – Sponsorship and T Drives
Brand Building and RecruitingOwn WTf shares – eat your way to ownership
Festival sponsorships
Food truck owners and customer giveaways in return for surveys/feedback
Merchandise purchases on WTf.mobi
Press briefing giveaways
Campus recruiting drives
Marketing-Digital Online & Channels
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Digital Online Marketing Staffers
SEO Strategy
* Write for the right audience* Well-crafted Headlines: “How I earned $855 in 1 day?* Focus on quality, not quantity* Optimize your content SEO* Make some customizing changes when syndicating
Here are some SEO tips you can use:Choose the right keywords:Use Keywords in HeadlineUse Keywords in Meta title and descriptionUse keywords in headings and bold textOptimize Image ALT descriptionsUse in URL e.g. www.yoursitename.com/keywordphrase.html
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Customizing Social SharingCustom links in Email or Landing PageReviewers – meta data, rich keywords, Google scraping, indexing, back links to Yelp, Digg..
SEO Strategy Cont.’d
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Milliseconds to Convert Them!
SEO Strategy Cont.’d
page load speed:
“Users start hitting the “back” button when a page takes more than 2 seconds to load” - A study by Akamai and Forrester Research 2009
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B2B Affinity Program
Channels
Financials
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Finances
Development & Annual Operation Cost Projection
Yr1 Yr2 Yr 3 Yr4 Yr 5
Start up Development & MarketingCost
$1,791,220
Web Maint. Cost & On Going Development
$421,400 $422,700 $423,000 $423,000 $423,000
Marketing $1,402,000 $2,136,000 $2,712,000 $3,288,000 $3,864,000
Operat ing Cost $1,231,000 $3,147,600 $4,976,400 $6,805,200 $8,634,000
Finance Change Interest $696,651 $696,651 $696,651 $696,651 $696,651
Management Reserve $834,490 $1,365,130 $1,846,210 $2,327,170 $2,808,130
Total Cost $6,376,761 $7,768,081 $10,654,261 $13,540,021 $16,425,781
Annual Costs
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Finances Cont.’d
Revenue Projection
Yr1 Yr2 Yr 3 Yr4 Yr 5
No. of Cit ies 126 270 414 558 702
No. of Food Trucks 145,600 489,600 835,200 1,180,800 1,526,400
OMG-WTF!? V1.0$119 / 15% FT Owners
$2,506,140 $8,739,360 $14,908,320 $21,077,280 $27,246,240
SRSLY-WTF!? V.1.0$179 / 5% FT Owners
$1,256,580 $4,381,920 $7,475,040 $10,568,160 $13,661,280
SRSLY-WTF!? V.2.0$249 / 5% FT Owners
$851,580 $6,095,520 $10,398,240 $14,700,960 $19,003,680
MEPo$299 / 1% FT Owners
$0 $861,120 $2,497,248 $3,530,592 $4,563,936
Customer APP$29 / 2.5% of Users
$5,278,000 $17,748,000 $30,276,000 $42,804,000 $55,332,000
Ads Revenue from Main $109,200 $367,200 $626,400 $885,600 $1,144,800
MIRt / TBD ? $0 $0 ? ? ?
MOFo / TBD ? $0 $0 ? ? ?
SDK V.1.0 $0 $0 ? ? ?
PROF SERVICES $0 $0 ? ? ?
Total Revenue $10,001,500 $38,193,120 $66,181,248 $93,566,592 $120,951,936
Annual Revenue
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Finances Cont.’d
Break-even Analysis
10 months after the operation; servicing 102 major cities and 20,400 FT Owners
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Finances Cont.’d
Capitals & Owner’s Equity
Stakeholder Investment Ownership
Partner 1 50K 15%
Partner 2 50K 15%
Partner 3 50K 15%
Partner 4 50K 15%
Investors 2M 40%
Total 2.2M 100%
Four Partners & Investors
40% of stakes will be sold to Investors
3Months After Operation - $5M Loan @ 7% Interest from Private Investors or Banks
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Finances Cont.’d
Business Valuation
http://valuationacademy.com/industry-specific-multiples/
Internet & Technology base industry multipliers are 11 to 19
Based on 11 multipliers on profits
Yr 1 Yr 2 Yr 3 Yr 4 Yr 5
Revenue $10,001,500 $38,193,120 $66,181,248 $93,566,592 $120,951,936
Cost $6,376,761 $7,768,081 $10,654,261 $13,540,021 $16,425,781
Prof it $3,624,739 $30,425,039 $55,526,987 $80,026,571 $104,526,155
Business ValuationMult iplyer 11
$39,872,128 $334,675,428 $610,796,856 $880,292,280 $1,149,787,704
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Finances Cont.’d
ROI
Based on 40% Stakes for $2M InvestmentsY r 1 Y r 2 Y r 3 Y r 4 Y r 5
Accumurativ e Rev enue $10,001,500 $48,194,620 $114,375,868 $207,942,460 $328,894,396
Accumurativ e C ost $6,376,761 $14,144,842 $24,799,103 $38,339,124 $54,764,905
Accumurativ e Profits $3,624,739 $34,049,778 $89,576,765 $169,603,336 $274,129,491
RO I From O peration 72% 681% 1792% 3392% 5483%
B usiness ValuationMultiplyer 11
$39,872,128 $334,675,428 $610,796,856 $880,292,280 $1,149,787,704
40% Stakes $15,948,851 $133,870,171 $244,318,743 $352,116,912 $459,915,082
RO I from Stakes 797% 6694% 12216% 17606% 22996%
T otal RO I 870% 7375% 14007% 20998% 28478%
Summary
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Food truck business continues to boom
Need for technology solutions
Everyone benefits!
WTf, LLC can be successful!
Conclusion
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What if there was no WTf!?
OK, Enough Talking …
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Where’s The Food, LLC123 U Street, NWWashington, D.C.USA
T +01 234 567 8910
[email protected] www.WTf.mobi
Partners Kyle Ellmann
John Kostak
Kil Kim
Elizabeth Shepard
Thank You!