Post on 04-Aug-2015
transcript
CUSTOMERS
URBAN AGENDA
PARTNERS
• FREE
• PREMIUM VERSION
get Urban Agenda for….
• ADVERTISING
• TICKETS SALE
benefits from Urban Agenda through…
PROFITS
+
We asked them (9 male and 8 female, ages from 23 to 65+, all them smartphone owners) about the main features of Urban Agenda: • preferred feature:
• 12 chose “Now & Here“ • 3 chose “Buying tickets”
FACE TO FACE INTERVIEWS
We decided to focus the product on the “Now & Here” and “tickets purchase” capabilities. The chat and planning tools were not significantly appreciated by the users "I plan better on Web“. (Raquel, 32 years old)
“I will like to use augmented reality to find the event venue". (Roberto, 35 years old)
• As 20% of the potential customers would pay for the service we go for a “freemium” model.
• The premium users will have access to
Augmented Reality capabilities as well as reduced prices on ticked purchase.
The lo-fi prototype was presented to customers http://prezi.com/ox6_eeprpl7x/urban-agenda/
These are the results:
Android 58%
iOS 28%
Others 14%
SMARTPHONE
CUSTOMERS SURVEY
Our prototype will be first targeted to Android smartphones as it can be tested by a broader audience.
A few times per week 10%
Once a week 20%
A few times per month
32%
Once a month 21%
Less than once a month
17%
FREQUENCY ATTENDING SPORT CULTURAL EVENTS
CUSTOMERS SURVEY
User profiling. The events will be checked several times per month.
Cinema 25%
Classical music concerts
4%
Exhibitions, conferences
19% Others 5%
Parties 10%
Pop/Rock music concerts
13%
Sports 9%
Theatre 15%
KIND OF EVENTS
CUSTOMERS SURVEY
A wide variety of events will be appreciated by customers.
Others 1%
Social networks (Facebook,
Twitter, etc.) 20%
Internet (blogs, etc.) 32%
Traditional media (newspaper,
radio, TV) 22%
Friends 25%
FINDING INFORMATION
CUSTOMERS SURVEY
There is not a dominant billboard for finding event. Business opportunity.
Connect to social networks
3%
Meet with friends through
the chat 4%
Plan the weekend (My
Plan) 8%
Purchase tickets 16%
Find near events (Now & Here)
69%
APP TOOLS VALORATION
CUSTOMERS SURVEY
“Now & Here” event finder and purchasing tickets are the most valuable features.
Very good 13%
Good 58%
Fair 27%
Poor 1%
Very poor 1%
APP VALORATION
CUSTOMERS SURVEY
Prototype validation by customers.
Since most people opt for a free model, we consider necessary to talk with potential partners to prove interest in advertising on the platform as well as offering discount tickets on the same.
ADVANCE TICKET DISCOUNT?
Yes 68%
No 32%
AVERAGE TICKET PRICE: 15.1$
Tickes can be purchased through Urban Agenda to take advantage of these discounts.
PARTNER FEEDBACK
MAIN ADVERTISING CHANNEL USED
Others 4%
Social networks 45%
Internet (blogs,portals)
39%
Traditional media (radio,TV)
12%
PARTNER FEEDBACK
WOULD YOU PAY FOR ADVERTISING YOUR BUSINESS IN URBAN AGENDA?
Yes, if it brings more customers
72%
No 28%
Advertising is a potential income channel. Our lo-fi prototype got good acceptance from our partners.
PARTNER FEEDBACK
- Most of the partners agreed that they will participate if the GUI is easy to use.
WOULD YOU ADD YOUR EVENTS TO THIS APP?
PARTNER FEEDBACK
GLOBAL TICKETING MARKET
• Global ticketing market in Spain: 2 980 MM€ • Online ticketing purchase market in Spain: 200 MM€ • Crisis in Spain is strongly affecting the ticketing market, as well as all
the leisure market, but ticket sales by electronic means is increasing in recent years around 40% annually, compared with non remote sales
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3500
High growth potentialRemote
Not Remote
MARKET ANALYSIS
ONLINE TICKET PURCHASE IN SPAIN
Entradas See Tickets 17%
TicketMaster - TickTackTicket -
Servicaixa 3%
Ticketbis - Eventbis 2%
Ticketea 2%
Atrapalo (*est) 15%
El Corte Inglés (*est) 3%
Other 58%
More than half of the market is very fragmented, between online sales through its own means or local/regional small companies. Source: BORME (Official Bulletin of the Commercial Registry of Spain)
MARKET ANALYSIS
SMARTPHONES IN SPAIN
• Spain is one of the countries with highest percentage of smartphones.
MARKET ANALYSIS
ANDROID IS THE MOST USED OPERATING SYSTEM
Android 42%
iOS 24%
BlackBerry 16%
Symbian 4%
Otros 14%
MARKET ANALYSIS
TARGET MARKET ANALYSIS
Total Available Market: 200 MM€
Served Available Market: 200 x 44% Smartphone x 66%
iOS + Android = 58,08 MM€
Target Market: 58,08 MM€ x % of
fragmented (no owner) market
(58,45%) = 33,94 MM€
MARKET ANALYSIS