Parsons | MS Strategic Design and Management Thesis: Pitch Deck for a digital platform that targets independent people who want to disconnect from their circle of friends and family in order to break the routine and discover new people with new interests.

1. NANCY KARAM
Integrative Studio 2 | Spring 2016
Get ready for unexpected encounters

2. How are emerging technological
trends affecting our social behavior
and social skills?
Original inquiry
~research~

3. The following research was done to study the effect of technology on
our social behavior and social skills. Studies have been conducted on
this subject already confirming that the abundance of technological
tools like smart phones and online social platforms has affected
negatively face-to-face interaction and relationships, so my objective
was to dig deeper in order to understand why we choose and rely on
virtual communication tools even when face-to-face interaction is
possible and how this is affecting and transforming traditional social
behavior norms.
~overview~

4. infographic
~Quantitative Research~
The negative effect of technology on both
the quality and quantity of face-to-face communication

5. communicate with friends or family
more frequently via technology
than in person
Despite individuals’ awareness of the decrease of face-to-face
communication as a result of technology, more than:
46%of individuals continue to use
mobile devices in the presence
of others
62%
were using technology
in one way or another
69% were either texting or
holding their phones
58% were talking on the phone
or wearing ear buds
16% were not using any
technology
26%
believe technology negatively
affects face-to-face
communication
92%are bothered when friends or
family use technology while
spending time with them
74%
Technology use and habits of more than 200 students observed:

6. The rapid growth of various technologies and their
current usage throughout the United States
Source:
The Effect of Technology on Face-to-Face Communication by Emily Drago
Strategic Communications - Elon University
households that reported having a computer
76%8%
of adults had a cell phone
as of 2013
use their phones more than
4 hours a day
90% 60%
people ages 8 to 18
spent more time on media than on any
other activity - an average of
7.5 hours a day
20111984

7. ~Qualitative Research~
Observation and Expert Engagement
CONVERSATION STARTERS
Q1. How do you spend your free time?
Q2. Do you feel that over the past few years your social life has changed?
Q3. Can you say you’re more active on social media than socially?
Q4. Which communication channels do you use more frequently?
Q5. Do you find virtual communication more comfortable than face-to-face
interaction? If yes why?
Q6. Are you aware of how much time you spend with your
phone and how it’s affecting your social behavior?
Q7. Do you believe technology is connecting or disconnecting
people? Why?

8. “I think technology is connecting us
with much more people but on a much
lower level of connectivity”
“Technology is connecting people to a certain extent,
if it is used to organize meets and connect with friends
and family abroad. Beyond that, it disconnects people
because they spend their time socializing behind a
screen rather than physically.” - Karim 32 Designer
“I have more of
a digital social life
than a physical one.”
“I don’t know exactly how much time I spend on my phone daily but feel it is the
majority of my day. It is affecting my social behavior when I am present physically
with people but thinking of the ones not in the room that I have to entertain at the
same time. This makes me feel constantly behind on my social duties and leads to
some frustration.” - Walid 36 Entrepreneur
Karim 32 Designer
George 33 Engineer
Joanne 34 Architect
Walid 36 Entrepreneur
“Life is becoming virtual.”
“Less friends, more
work, less social life.”
Key Insights from Observation

9. Key Insights from Expert
“technology trends have a dramatic effect. Manifested in different ways for
different groups. The younger see it as an enabler, an advantage, a positive.
Middle and older generations are less positive, since they perceive these trends
to reduce their social validity, visibility and viability. Ironically all groups spend
similar amounts of time using technology for social activities.”
“Technology has changed the motivations for social behavior - there are new
formulas and strategies for how social behavior is deployed.”
“...God could not be everywhere so he invented Mothers - perhaps Facebook is
the new mother. Facilitating advanced forms of social behavior and reducing the
absurd prejudices currently enacted.”
“Smart phones are the new society, a persons identity and manifesto, after all the
default human condition is to communicate.”
~PATRICK ROBERTS~

10. ~learnings~
The insights collected through observation and by engaging experts revealed that
the emerging technological trends are in fact transforming our social behavior by
creating other dimensions to socializing where a big chunk of our social life has
migrated online.
With the rise of smart phones, social networking, and instant messaging, and
the increasing need for speed to stay ahead, our physical social interactions are
constantly retracting in favor of the faster and more convenient virtual socializing.
The fast pace of life that leaves us overloaded with little leisure time on one hand,
and the abundance and accessibility of these technological tools on the other, are
two factors that are playing a major role in transforming our social behavior.
This transformation is manifested in different ways for different groups, whereby
Generation Y are quite comfortable navigating between their virtual and actual
social lives, while Generation X feel that these trends are reducing their social
validity and visibility.

11. ~possible solutions~

12. Social Interaction
and Communication
Real/Physical Virtual/Digital
Gatherings Meet-ups
Outings
Smart Phone Instant
messaging
Social MediaGen YGen X
Technological trends
enabler
threat
online platform for
organizing outings
and meet-ups
idea
idea
both spend
similar
amounts of time
using them
an app that monitors how much
time one spends on social media
and blocks all activity once the
set limit is reached
• Opportunities for cafes and
restaurants to launch social events
for people to gather and mingle
• Opportunities in organizational
development:
1. limit access to social media
during office hours
2. policies regarding intra-chatting to
promote face-to-face communication
3. weekly outings for employees
Face-to-face
interaction
want more
of these

13. Research Summary
Encourage face-to-face social interaction and
create opportunities for people to meet, bond,
and engage in new experiences.
Emerging technological trends are transforming our social behavior.
Our physical social interactions are constantly retracting in favor of
the faster and more convenient virtual socializing, reducing our sense
of social validity and visibility.
~Opportunity~
AMBITION
RESEARCH SUMMARY

14. A global network for independent people who want to break the
routine and discover new people with new interests.
Whether it’s for a weekend holiday trip or an after-work outing in the
city, this platform offers a wide range of plans that you can sign-up
for. For each plan, the provider assigns the number of people, and
the attendees of each group remain anonymous until the gathering
happens. For parents as much as for singles, all genders and ages
alike can use this platform to be part of organized plans without the
hassle of organizing them or having to do them with the same group
of friends, family, or co-workers every time.
BUSINESS IDEA
~proposition~

15. Organized plans >> hassle free
(no coordination or waiting for your friends’ availabilities
to be able to go for a group activity)
***
Meeting people is the backbone but it’s an underlying offering >>
no awkwardness (you can also be going with a friend or partner to
simply meet new faces and be part of a group activity)
***
Only group activities >> a chance to bond with people
(not just meet)
***
Fewer categories >> simple navigation >> easier choice
Value PROPOSITION
~ADVANTAGES~

16. ~Competitive analysis~
PRECEDENTS AND OPPORTUNITIES

17. TRAVEL PLATFORMS
Expedia
Target audience
Tourists
OFFERS: Flights, hotels, and
things to do (mainly touristic
tours and sightseeing packages).
• Nothing of interest for a local
looking for something to do
after work or over the weekend
Trip Advisor
Target audience
Mainly tourists
OFFERS: Flights, hotels, travel
ideas, vacation destinations, and
restaurants near you
• No organized activities
• The social element is missing
OPPORTUNITIES

18. SOCIAL PLATFORMS
City Socializer
Target : Anyone looking to
meet new people and socialize.
OFFERS: An opportunity to join
groups going out around you,
meet like-minded people, and
share great times.
• Social platform - no revenues
• No surprise element (you can
see who’s going and make your
choices accordingly)
OPPORTUNITIES
Meetup
Target audience: Local
community members looking to
get together, learn, do, and share.
OFFERS: An opportunity to meet
people around you with similar
interests and join and create
groups and communities.
• No organized activities
• Not for individuals looking to
simply socialize and meet new
people with new interests.

19. SEARCH PLATFORMS
Foursquare
Target audience: For those
looking for the best places to
eat, drink, shop, or visit in any
city in the world.
OFFERS: Suggestions for ‘Best
Nearby’ and access to tips from
local experts.
• Only a search platform
• No organized activities
• No social element
OPPORTUNITIES
Livingsocial
Target audience: Deal hunters.
OFFERS: Deals based on location,
price and interest covering a
wide spectrum of categories
(local restaurants, activities and
services, escapes, coupons and
sales, gifts).
• Too many categories
• Deal oriented

20. SEARCH PLATFORMS
Vimbly
Target audience: Anyone looking
for activities, events, classes, lessons
and places to visit in the city.
OFFERS: An extensive listing of
offerings / Group and private events
and activities / No extra fees to the
platform / Give as a gift / Invite friends
• Too many categories and options
• Activity driven
OPPORTUNITIES

21. ~insights and expert advice~
I don’t always manage to do something interesting over the weekend, because
I have very little time during the week to research and plan an outing.
~Sasha / 34 / Lawyer ~
Planning a group activity is a hassle - you end up chasing everyone to get
confirmations and it’s almost impossible to find an appropriate date when
everybody is available. ~Elias / 30 / IT Administrator ~
As a couple, very often you get into a routine when it comes to going out -
it’s refreshing to go out with a group occasionally and do something different.
~Grace / 28 / Accountant~
Yeah I’m single and looking to meet people but unless it’s through common
friends, (which doesn’t happen often) it’s quite a challenge - and no I wouldn’t
use dating sites, I think it’s a bit creepy. ~Karim / 33 / Designer~
TARGET GROUP

22. Advice from Walid Nasrallah | Entrepreneur,
Creative Director, and Cofounder at Wondereight, an
interactive and branding agency known for the numerous
success stories regionally and internationally.
I have previously presented my research to them and will be
collaborating with their teams at a later stage as they are a
great candidate for adopting a project like this and providing
the financial and technical support needed to bring it to life.
Key Insights
Overall the idea has potential as there is
an obvious need but you need to be more
specific as to what you are offering.
Don’t try to do too many things all at
once (in reference to ‘healthy socializing’
where I initially suggested only
wellness promoting activities). Focus on
understanding your target’s needs and
crafting your value proposition.
Don’t limit yourself by trying to be too
selective about the plans you offer - the
platform will benefit from being an open
source for providers to moderate their
own plans.
EXPERT ADVICE

23. ~prototyping~

24. Branding
The circle of friends
The routine
The mundane
Breaking the routine
Cross roads / new paths
The unexpected
Get ready for unexpected encounters

25. MECHANICS
• Users need to sign-up and fill a profile form that will allow the platform to
filter appropriate plans for every user.
• Plans are arranged by category (outdoor activities, social and cultural
gatherings, weekend getaways, workshops) and to ensure group compatibility,
every user sees only the plans that match his profile.
• Users will be notified of new weekly plans that match their profiles either by
e-mail, sms, or an app.
• To ensure that all plans meet the set quality standards, a team of
administrators and moderators will collaborate with providers to help them
create appropriate offerings.
• Providers assign the number of participants for each plan, and the attendees
of each group remain anonymous until the gathering to create anticipation.
• Inappropriate users will be reported and banned from the site.

26. site map
1. A sign-up form that creates an anonymous
profile for each user is the first step to
generating a personalized page that displays
the activities that match his/her profile.
2. Once sign-up is completed the home page
displays the 3 main sections:
• HOW IT WORKS that gives a bit of insight as to
what the main value proposition of the site is.
• Activities menu with 6 main categories and a
selection of plans tailored for each user.
• CREATE AN EVENT banner that links to a form
for those interested in promoting their plans
on the platform.
4
Sign-up Home
Create an Event
Activities
x 6
for each category
of activities
Product Payment
Search
How it works
5
1 2
3

27. Prototype
UI Responsive Design
http://nvictoravna.wix.com/routinebreaker

28. The Activities menu is divided into 6 categories with
plans that match each user’s profile. The overall user interface
design is meant to help users choose by providing less
options and more customization.
The CREATE AN EVENT banner links to a form for those
interested in promoting their plans on the platform. The
form will eventually become elaborate enough to allow
planners to moderate their own events. But during the first
phase and after receiving the basic info, the marketing
team will contact signed-up planners and collaborate with
them to come up with plans that support the site’s value
proposition.
Prototype
UI Responsive Design

29. BOOKING A PLAN
1. Once a category from the activities menu is selected the
user is redirected to a page with all the listings for that
specific category. The price for each plan, along with
the group size and how many places are still available
is always displayed, and the plans that have not been
booked yet are highlighted with ‘the early bird discount’
promotion.
2. When the user chooses to book a plan, the next page will
provide all the details of the chosen activity including
logistics, reviews, and provider’s profile, after which the
user can proceed to booking.
PAYMENTand plan status
A user’s credit card will not be charged until the minimum
required number of participants for a plan is reached and
the organizer confirms the outing. In the meantime the user
is constantly updated on the status of his chosen plan and
will be notified in advance if not enough people sign-up or
other conditions (like the weather) prevent the outing from
happening, in which case alternatives will be suggested.
Prototype
UI Responsive Design

30. Prototype
UI Responsive Design

31. ~business plan~
SUMMARY
PROBLEM
Regardless of the constantly evolving virtual social life, we are still more inclined
towards and seek traditional social interaction, but due to the changing social
landscape and the demanding daily routine that leaves us with very little time for
organizing gatherings, outings, and other social events, we are no longer exposed to
the desired dose of social activity and opportunity to meet people.
SOLUTION
Routine Breaker offers a wide range of conveniently organized group activities that
will allow parents as much as singles, all genders and ages alike, to break the routine
and discover new people with new interests, without the hassle of planning and
organizing or having to do them with the same group of family and friends.
IMPACT
Routine Breaker promotes physical (as opposed to virtual) social interaction and
creates opportunities for people to meet, bond, and engage in new experiences.

32. BUSINESS MODEL
The platform is free but the different plans have fees and work on a first come first
served basis where early birds get discounts.
The platform makes revenues from a percentage of the sales of each plan and a one-
time fee for each posting (a provider might create a free plan but will still have to
pay a posting fee to the platform).
SECRET SAUCE
1. Organized hassle free plans (no coordination or waiting for friends’ availabilities
to be able to go for a group activity).
2. Meeting people is the backbone but it’s an underlying offering eliminating the
awkwardness and hesitation associated with traditional dating options. You can
also be going with a friend or partner to simply meet new faces and be part of a
group activity.
3. Only group activities, creating a chance to bond with people (not just meet).
SALES AND MARKETING
As part of the first phase a sales team will approach providers and collaborate with
them to create plans that meet the platform’s requirements.
Marketing will be done through online channels (sites like Expedia, Trip Advisor, and
Livingsocial) and social media as well as directly by approaching vendors.

33. COMPETITION
Non of the existing competition offer organized group plans. Most are search
platforms for anyone looking for activities, events, classes, lessons and places to visit
in a city, but non combine their offering with the social aspect of group activities and
the convenience of organized plans.
TEAM
For the development of the website I will be collaborating with Wondereight, a
local and regional branding and interactive agency. I have previously presented my
research to them as they are a great candidate for adopting a project like this and
providing the financial and technical support needed to bring it to life.
I will also need to recruit a sales and marketing team that will collaborate with
vendors to customize plans for the platform, as well as a team of administrators that
will moderate the website’s content.

34. ~next steps~
YEAR 1
1. Prototype, test, and start
development with the help
of WONDEREIGHT as a
stakeholder
2. Auto finance and get a
business loan
3. Recruit a sales & marketing
team to approach providers
and collaborate with them
to create plans that meet
the platform’s requirements
4. Launch the product with
the key pillar features
(phase 1) end of 2nd
quarter
5. Develop an aggressive
marketing plan for Q3 & Q4
Budget: $350,000 - $500,000
YEAR 2
1. Keep developing product
to reach the full set of
features by end of year
2. Back-end optimization
3. First round of investors
4. Continue implementing the
sales and marketing plan
5. Recruit head of legal
department
Budget: $1,000,000 from
investors to be fully injected
in the company under
development ($350,000) and
marketing ($650,000)
YEAR 3
1. Innovate 2 new features
2. Round 2 of investors
3. Plan to go IPO by year 5
Budget: $5,600,000
(35% of company value)
TIMELINE AND MILESTONES

35. Roberts, Patrick. “Technology and Social Behavior.” E-mail interview. 1 Dec. 2015.
Drago, Emily. “The Effect of Technology on Face-to-Face Communication by Emily Drago.”
The Elon Journal of Undergraduate Research in Communications 6.1 (2015): 13-19. Spring
2015. Web. <https://www.elon.edu/docs/e-web/academics/communications/research/
vol6no1/02DragoEJSpring15.pdf>.
http://www.pewinternet.org:
ZICKUHR, KATHRYN. “Generations and Their Gadgets.” Pew Research Center. N.p., 3 Feb. 2011. Web.
<http://www.pewinternet.org/2011/02/03/generations-and-their-gadgets/>.
DUGGAN, MAEVE. “Mobile Messaging and Social Media 2015.” Pew Research Center Internet
Science Tech RSS. N.p., 19 Aug. 2015. Web. <http://www.pewinternet.org/2015/08/19/mobile-
messaging-and-social-media-2015/>.
DUGGAN, MAEVE, and JOANNA BRENNER. “The Demographics of Social Media Users — 2012.”
Pew Research Center. N.p., 14 Feb. 2013. Web. <http://www.pewinternet.org/2013/02/14/the-
demographics-of-social-media-users-2012/>.
Sources

36. ~SEE YOU SOON!~