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Case Study
| Date post: | 16-Jul-2015 |
| Category: |
Business |
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Case Study
Overview | Draper University
● Marketing Plan for DraperTV Launch
● Draper University Personas/Target Audiences
● DU Branding Analysis
Unique Selling
Proposition
Unique Selling Proposition | Draper University
● Best in class
entrepreneurial
content
● Gamification of
entrep. education
Framework
Framework |Pirate Metrics
● Awareness
● Acquisition
● Activation
● Retention
● Referral
● Revenue
Dave McClure
Awareness
+
Acquisition
Awareness + Acquisition | Launch
● Press Release
● Podcast
● Conference
● Guest Blog
● Promote at Draper Events
● Party/Meetup
■ SVE
■ Product Hunt
■ Startup Grind
Awareness + Acquisition | Ongoing
● YouTube Teasers
● Blog
● Social Media - Existing
● Contests
● University Partnerships
● Alumni Advocacy
Activation
Activation | Tactics
● Drive to website
● 1-3 Month Free Subscription
● Daily or Weekly Use
Retention
Retention | Tactics
● Weekly email with teaser
● Unique Content
● Gamification of Challenges
● Addicting Product
Referral
Referral | Tactics
● Alumni VS Fans
● Build Community into Product
● Free Subscription
● Bonus Content
● Contest via Social Media
Revenue
Revenue | Subtitle
Nadim Hossain, VP Marketing, PowerReviews
At Salesforce.com, roughly 3.75% of our Free Trials
converted to Sales:
Convert Free-Trial to Paid
~ 3.75%
Residential Program
Residential Program | Target Market Profile
Overview
Minority Woman, early 20’s, no formal education, adventurous, freelancer/entrepreneur.
Pain Points
Wants to be an entrepreneur but doesn’t know where to start.
Key drivers / motivators
Desires to make the world a better place with talents and to make more money.
Effective influences
Highly independent
Sequoia Aspiring Entrepreneur
Residential Program | Target Market Profile
Overview
Male non-minority, mid-late 20’s, mid-tier college,
educated but idealistic.
Pain Points
Needs to build network to pursue passion.
Key drivers / motivators
Desire to make the world a better place with talents. Not as concerned with money.
Effective influences
Friends & FamilyAri
Subtitle
Residential Program | Target Market Profile
Overview
Minority Female, late 20’s, highly educated, technical skill set.
Pain Points
Lacking in business/entrepreneurial education
Key drivers / motivators
Deep desire to solve problem that affected her. Needs access to capital/network
Effective influences
ROI calculation & networkSurbhi
Serious entrepreneur
Residential Program | Target Market Profile
Overview
Minority Female, late 20’s, educated, entrepreneurial, design expertise.
Pain Points
Lack of awareness/understanding
Key drivers / motivators
Use creative talents to make a living
Effective influences
Independent but influenced by
friend recommendation.StephanieLost Customer
Key Strategies
Residential Program | Key Strategies
● Alumni Meetups
● Key Partnerships
● Holiday & Summer Break
● Existing Media Channels
Alumni
Residential Program | Alumni
● ID Key Alumni in Strategic Markets
● Provide Resources for Bi-Annual Events
● Turn Alums into Brand Advocates
Partnerships
Partnerships | Opportunities
Partnerships | Opportunity with LAUNCH
Hackathon Festival TWIST Ticker
Breaks
Breaks | Subtitle
Chinese New Year
Australian Summer Break
American Summer Break
Indian Summer Break
Media Strategy
Media Strategy | Media Partners
Residential Program |Social Media Tactics
● Use Existing Channels (Draper TV)
● Perform Audit & Adapt Plan
● Press Releases: Promote Founder Success
Branding Analysis
Philosophy
TechStars’ Brad Feld:
“A Startup Community Needs
a 20-year Time Horizon”
Branding Analysis | Philosophy
People buy products & services.
They belong to communities.
Branding Analysis | Products/Service VS Community
Branding Analysis | Brands Evolve
Benefits
● Brand Equityo DFJ
o Portfolio Companies
o Entrepreneur Network
● Respected & Trusted
● Tim Draper’s Celebrity Status
● Regionally Known
Branding Analysis | Strengths
Challenges
● Current Perception
● Standardization of Brand
● Large Portfolio of Products
Branding Analysis | Weaknesses
Perception
Branding Analysis | Current Perception
Branding Analysis | More Draper or More University
VS
Branding Analysis | A Superhero Inside All of US
● There is a super-hero in all of us
● Draper U gives you the tools to be extraordinary
Branding Analysis | Message
Brand Standards
● Most Important Text is at
Bottom of Page
● Fluffy/Buzzwordy Content
● Reduce Text by 50%
● Non-responsive
Branding Analysis | Content & Design Review
Branding Analysis | Confusing Brand
● Font
● Color
● Typography
Branding Analysis | Logo Critique
From Idea to IPO.
DFJ develops the entrepreneur &
investors.
Branding Analysis | Message
Branding Analysis | Brand Standards
Team
Design Strategist Branding Strategy Digital | Entrep.
UniversityConsultantDesignContent Strategist
TEAM
Notes/supplementary Section
No need to design these slides.
Request for Mission Statement:
The Draper University Mission Statement: (FYI background info on this – TD (Tim Draper) has not wanted to create a mission statement b/c he
believes the mission of the program is constantly changing.) The team created this statement at the end of last year to help guide ourselves
and the goals of the team.
“We aim to inspire people and accelerate ideas by igniting the entrepreneurial spirit”
Residential Program:
“Draper University residential program fosters a community of diverse leaders who want to change the world by equipping them with skills,
access and resources in Silicon Valley.”
Exec Ed Program:
“Expose corporate & startup executives to the Silicon Valley mindset, expertise and eco-system.”
Mission Statements | Draper University
