Oren Jacob presented on business model canvases for family technology companies. He discussed how most business models focus on selling products to adults for children, but that a better approach is providing value to both children and parents. He noted challenges in connecting children online due to privacy regulations and lack of social media presence. The presentation emphasized the importance of viral user acquisition strategies that allow children to connect with each other in order to achieve scale.

1. Business model canvases in the
family technology arena.
Oren Jacob, MamaBear Conference, 2012
Tuesday, April 17, 12

2. The Business Model Canvas
Key Partners Key Activities Value Props. Customer Relationships Customer Segments
Key Resources Channels/Distribution
Cost Structure Revenue Streams
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Tuesday, April 17, 12

3. Most Canvases
Key Partners Key Activities Value Props. Customer Relationships Customer Segments
In-person
Buckets of wicked Email an adult who wants
awesomeness for Social networks
SMS
your buckets of
wicked
your customer, Telephone awesomeness
Key Resources
which they’re Channels/Distribution
willing to spend iTunes
big $$$ on. web (yoursite.com)
web (amazon)
in app
email
retail
Cost Structure Revenue Streams
$$$
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Tuesday, April 17, 12

4. Our Canvas
Key Partners Key Activities Value Props. Customer Relationships Customer Segments
In-person
Something for children Email an adult who wants
Social networks your buckets of
SMS wicked
Telephone awesomeness
Key Resources Something for parents Channels/Distribution
iTunes
web (yoursite.com)
web (amazon)
in app
email
retail
Cost Structure Revenue Streams
$$$
Copyright 2012, Toy Talk Inc. Private and Confidential
Tuesday, April 17, 12

5. Our Canvas
Key Partners Key Activities Value Props. Customer Relationships Customer Segments
Through the parent?
Something for children children 0-2
children 3-5
Email, social children 6-9
networks, etc... children 10-12
Key Resources Something for parents Channels/Distribution
The playground?
parents
iTunes, web, in grandparents
app, ... relatives
Cost Structure Revenue Streams
$?
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Tuesday, April 17, 12

6. Our Canvas
Key Partners Key Activities Value Props. Customer Relationships Customer Segments
So does this. Through the parent?
Something for children children 0-2
This one splits.
children 3-5
Ug. Email, social children 6-9
networks, etc... children 10-12
Sigh.
Key Resources Something for parents Channels/Distribution
And this one too. The playground?
parents
Groan. iTunes, web, in grandparents
app, ... relatives
Cost Structure Revenue Streams
$?
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Tuesday, April 17, 12

7. How do you build a business that scales?
Big.
Really Big.
Copyright 2012, Toy Talk Inc. Private and Confidential
Tuesday, April 17, 12

8. Easy:
Get a bagillion
customers.
Copyright 2012, Toy Talk Inc. Private and Confidential
Tuesday, April 17, 12

9. Easy:
Get a bagillion
customers.
Super cheaply.
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Tuesday, April 17, 12

10. As with many consumer
facing startups...
...the cost of
customer acquisition goes down
as virality goes up.
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11. ... but ...
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12. Children don’t have
an identity online.
(for the most part)
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Tuesday, April 17, 12

13. Children are NOT on..
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Tuesday, April 17, 12

14. TITLE XIII-CHILDREN'S ONLINE PRIVACY PROTECTION
SEC. 1301. SHORT TITLE.
This title may be cited as the "Children's Online Privacy Protection
Act of 1998".
SEC. 1302. DEFINITIONS.
In this title:
(1) CHILD.—The term "child" means an individual under the age of 13.
(2) OPERATOR.—The term "operator"—
COPPA
(A) means any person who operates a website located on the Internet or
an online service and who collects or maintains personal information
from or about the users of or visitors to such website or online
service, or on whose behalf such information is collected or
maintained, where such website or online service is operated for
commercial purposes, including any person offering products or
services for sale through that website or online service, involving
commerce—
(i) among the several States or with 1 or more foreign nations;
(ii) in any territory of the United States or in the District of
Columbia, or between any such territory and—
(I) another such territory; or
(II) any State or foreign nation; or
(iii) between the District 2012, Columbia and any State, territory, or
Copyright
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foreign nation; but
Tuesday, April 17, 12

15. Children are NOT on..
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Tuesday, April 17, 12

16. Children are NOT on..
fa
d o ..re,
kin hh.
ey sh
th Ss
B ut f.
s or to
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Tuesday, April 17, 12

17. Most viral tactics
don’t work.
:-(
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18. Most viral tactics
don’t work.
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Tuesday, April 17, 12

19. Most viral tactics
don’t work.
What does viral mean?
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Tuesday, April 17, 12

20. Most viral tactics
don’t work.
What does viral mean?
Reaching new users.
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Tuesday, April 17, 12

21. The End Game
Smith Family Jones Family
Smith 1 Smith 2 Jones 1 Jones 2
MiniSmith MiniJones
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22. Connecting Children Online
Smith 1 Jones 3
MiniSmith MiniJones
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23. Connecting Children Online
Smith 1 Jones 3
MiniSmith MiniJones
Copyright 2012, Toy Talk Inc. Private and Confidential
Tuesday, April 17, 12

24. Connecting Children Online
Smith 1 Jones 3
MiniSmith MiniJones
Copyright 2012, Toy Talk Inc. Private and Confidential
Tuesday, April 17, 12

25. Connecting Children Online
Smith 1 Jones 3
MiniSmith MiniJones
Copyright 2012, Toy Talk Inc. Private and Confidential
Tuesday, April 17, 12

26. Connecting Children Online
Smith 1 Jones 3
MiniSmith MiniJones
Copyright 2012, Toy Talk Inc. Private and Confidential
Tuesday, April 17, 12

27. Connecting Children Online
Smith 1 Jones 3
MiniSmith MiniJones
Copyright 2012, Toy Talk Inc. Private and Confidential
Tuesday, April 17, 12

28. Connecting Children Online
Smith 1 Jones 3
MiniSmith MiniJones
Copyright 2012, Toy Talk Inc. Private and Confidential
Tuesday, April 17, 12

29. Play to Win
Do not “write for kids.”
Copyright 2012, Toy Talk Inc. Private and Confidential
Tuesday, April 17, 12

30. Play to Win
Turn your customers
into users.
Copyright 2012, Toy Talk Inc. Private and Confidential
Tuesday, April 17, 12

31. Play to Win
CRUSH
IT.
Copyright 2012, Toy Talk Inc. Private and Confidential
Tuesday, April 17, 12

32. Play to Win
CRUSH
IT.
Then come back and tell us how you did it!
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Tuesday, April 17, 12