1. E245
BETTER DATA
BETTER INSIGHTS
BE
BETTER WORLD
MARYANNA | ZINEB | THERESA | KYLAN
INTERVIEWS | NEW/TOTAL | 10/119
Draft – WIP - Confidential
iddi

2. Team Members : What we Thought
• Zineb Laraki • Maryanna Quigless
• MS EarthSys, SymSys • GSB
• Nice Smile  • Lost and Alone :/
• Kylan Lundeen
• Theresa Johnson
• GSB
• PhD, Aero-Astro
• Great Hat!
• Skeptical Engineer :-/

3. Team Members : What we Found
• Zineb Laraki • Maryanna Quigless
• MS EarthSys, SymSys • GSB
• Awesome Cust. • Team Builder :-D
Interviews
• Kylan Lundeen
• Theresa Johnson
• GSB
• PhD, Aero-Astro
• Deep domain exp.
• Skeptical Engineer :-/
• Awesome designer

4. Our Path
Profound Belief: Un-intrusive, Rewarding Feedback
2. Viral Consumer
3. Mobile In-App
1. In-Store for SMB Product Re-sell
Survey Delivery
data
Will ppl give real-time feedback? Is there a better
Will SMB’s buy? way?
Feedback tied to
3 Question POS Survey
location
Will SMBs pay for misc. data?
Will ppl respond? Real time feedback for
Prompt + Pic + SMS
discounts/discovery
Can we go viral?
Real Time Yelp for
Events
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5. Our Path
Profound Belief: Un-intrusive, Rewarding Feedback
1. In-Store for SMB
Will SMB’s buy?
3 Question POS
Survey
Prompt + Pic +
SMS
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6. 6

7. MVP: “Where’s the product?”
We built it… ... we sold it… ..then iterated.. …and launched
“Lets experiment: will a “Let’s integrate paying “Let’s figure out analytics,
customer buy a customer feedback and kick marketing and launch!”
subscription?” it up a notch”
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8. What we found
• SMB willing to pay $20-$50/mo.
• Survey Takers 1% response rate
• POS/Table-top is crowded

9. Our Path
Profound Belief: Un-intrusive, Rewarding Feedback
1. In-Store for SMB
Will SMB’s buy?
3 Question POS
Survey
Will (more) ppl Prompt + Pic +
respond? SMS
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10. Test what drives responses
– Test incentives
• Discount at POS
• Chance to win
• Better intrinsic call to action
– Test “reinventing the survey”
• Snap a picture & email
• Text rating to number
+
Test timing
• Before shopping transaction
• After/home based
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11. Experiments
 4 Pictures +
• Hand-to-hand commentary
combat works
 “Z axis”
– Immediate
Incentives work  Intrinsic Motivation
– Ease of texting  Marketing matters
– Value of incentive
• 2 Pictures +
 Timing matters- after commentary
experience/during
exit asks suck – Social/Viral works
400%
 443 Handouts  1
response – Poor placement hurts
– Don’t Delay
Gratification
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12. What we found
• 20% Response rate using pre-shopping
handout + Discount
• 20% Response rate using pre-shopping
handout and pictures
• Low response rate post-shopping

13. Trough of despair…more Qs than
Answers
Cost of scaling SMB? Differentiation? Respondent
acquisition???
units
time

14. We are crazy enough…..
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15. Our Path
Profound Belief: Un-intrusive, Rewarding Feedback
2. Viral Consumer
Product Re-sell
data
Will ppl give real-time feedback?
Feedback tied to
location
Real time feedback for
discounts/discovery
Real Time Yelp for
Events
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16. What we thought..
• Let’s focus on acquiring feedback givers…
• Hypotheses:
– Event knowledge solves a pain for users
– Event knowledge keeps id|di ubiquitous
– Event feedback solves a pain for promoters
– “everyone will just….use it…”

17. Business Model v5 -- What we did
• Built a mock up of “id|di rooster”, real time yelp for events
• Got out of the building: Tested it via interviews and “the BBL
test”

18. What we found
• Hyper local events Kind of… events are hard to
discover….people use email and
discovery solves a digests as a hack
pain
Most people plan ahead
(not JIT-ers)
• Community would Kind of… very temporal, after 20
minutes utility “expires”
keep app ubiquitous
Need to be hyper viral
No…campus promoters won’t
pay
• Promoter pain point
solved Need data to show value

19. What we thought…
• If the information is
there…they will come
• Seed the system by
scraping other networks
for information.
• Leverage partners to add
value to promoters and
users

20. Business Model v6 – What we did
Testing outside of the building….
Can we reach target Can we add value Can we create a What is user cost?
viral coefficient? via scrape? conversation?
1.1 Not really… Not really… Yes… $20 (too much)…

21. What we found
• The numbers didn’t add up…we need to bring
distribution channel cost down

22. What we thought
Hypothesis:
• We need to lower cost of acquiring respondents Web banner ad
modules
• We need to create a way for more direct access to Interstitials
respondents +
• We need to automate user sign up/ launch Self service product
Market Researchers
iddi inMobi Targeted
Publishers
Survey Creation, Respondents
Data & Insight Tools

23. Business Model v7 – What we did
Interviewed potential Interviewed potential
channel partners customers and product
partners

24. What we found
• Large ad networks won’t partner with us until
they see scale
• Need to build an API with existing infrastructure
– “banner ad space as a container”
• Potential developing market opportunity
• Product selection bias awareness (don’t behave
like survey on the spot)
• Can the busy customer launch and review quickly
(“the on the toilet test”)?

25. Interstitial surveys via mobile content
Market Researchers
iddi inMobi Targeted
Publishers
Survey Creation, Respondents
Data & Insight Tools
Latte or Cappuccino?

27. Our World
Talked to AdMob, InMobi, Content
Publishers, Users

28. Where we add value
Smart Phone
Apps
Tablet
Mobile Ads
Feature Phone Web

29. Revenue Model: Smart-phone, US
Market Researchers
iddi inMobi Targeted
Publishers
Survey Creation, Respondents
Data & Insight Tools $0.30/res. $0.70/res.
$1.50/res.

30. Revenue Model: Feature Phone, Africa
Market Researchers
iddi inMobi Targeted
Publishers
Survey Creation, Respondents
Data & Insight Tools $0.20/res. $0.10/res.
$1.00/res.

31. RoadMap
April –Dec. 2013 Jan. 2014 June 2015
Beta Product Testing
US Smart-phone launch
6 mos. – 1yr
$500K angel Africa, Feature Phone Launch
Raise Series-A based on
3 co-founders working product and 100-
300 paying customers Raise Series B based on
2 additional 2500+ paying customers
developers/designers
Beta test with entrepreneurs Hire 3 mid market sales,
& CPGs $40K + commission Partner with publishers in
Ghana, Kenya and CapeTown
Recurring CPG Revenue
New Sales to NGOs and
Manufacturing & local SMB

32. Viability?
• Secured Space in GSB Venture Studio
• StartX Motwani Labs
• Theresa Johnson • Maryanna Quigless
• PhD Engineering • GSB
• Data algorithms • Consulting
• Start-up (beta-SeriesA, • Start-up Iroko
Apture) • Africa

33. Lessons Learned Summary
• Stick to your guns!! (Thanks Steve)
• Being hypothesis/data driven
– Getting customers to give feedback is hard
– It needs to be easy and convenient
– Needs a clear incentive
• Intrinsic: Help Business – Improve your experience
• Extrinsic: Reward before you walk out the door
• Filtering through lots of contradictory
feedback and unclear signals
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37. id|di updated canvas
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38. Business Model Canvas
Parent 2 Parent
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39. id|di updated canvas
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40. id|di updated canvas
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