Date post: | 14-Jan-2017 |
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My JAMSYour musical community awaits.
Interviews Since Last ClassInterviews To Date68 12
jeremy pachter chaun michael medeiros chloe shih
1
DAY
ON
E VP:Build Community
Develop skills
User data for Co.’s
Loc. Biz Exposure
User Discounts
Connect like minded musicians
Networking
CS:Competent - jamming musicians
Beginner/aspiring musicians
Classical musicians for chamber music
Columbia network (alumni included) - uni
KP:Guitar Center
Music festivals
Restaurants
Music Schools
Sam Ash
KA:InterviewsPrototyping/modelUX designHypothesis Testing
KR:Software engineers Hard/SoftwareServersWebsite hostJam Spaces
CR:Co-creation
Automated services
CH:Web/mobileSocial mediaEmail marketingPartner promotionsTech outlets/blogs
C$:Developer fees
server fees
R$:Ads
Commission ModelData Sales
Freemium/upscaling
Renting space
website hosting fees
2
● Rising pros have difficulty finding paid gigs
● There’s a need to connect to musicians with similar style/skill
● There’s a need to recruit musicians who can play certain parts for a group (ie band)
DAY
ON
E TAKEAWAYSUser Interviews
● Our MVP is not an app, it’s hosting a jam session
Greatest Takeaway
● Refine user questions significantly
● Coordinate a Jam Session
● Go to Guitar Center and interview people to discover customer needs
Evening’s Plan of Action
3
VP:• Build Community • Develop skills• Loc. Biz Exposure• User Discounts• Connect like minded musicians based on skill and music style• Networking• Airbnb-style rental space for practice / recording• Recruiting to form musical groups (ie band)• Private lessons • video production/editing • song-writing • music• Constructive feedback • Rating level• Exposure and gigs • Competitions
CS:• Competent - jamming musicians• Columbia network (alumni included) - uni• 18-30 yr old musicians• College students who are amateur musicians• Rising professional musicians• Restaurants• Guitar Center / Sam Ash
KP:
• Guitar Center• Music festivals• Restaurants• Music Schools• Sam Ash
KA:• Interviews • Restaurants • music centers • Musicians• Host jams• Prototyping• Hypothesis Testing
KR:• Software engineers• Hard/SoftwareServers• Website host• Jam Spaces
CR:Get• ChannelsKeep• Positive jam sessionsGrow• Private lessons• Rental space
CH:• Web/mobile• Social media• Email marketing• Partner promotions (event promos)• Tech outlets/blogs
C$:• Developer fees• Server fees
R$:• Ads• Renting space• Commission Model (at restaurant/bar)
• Freemium/upscaling (for ratings)
• Website hosting fees
DAY
TW
O
4
Value Props Expanded:
● Rental Space: There’s a need to find space for practicing, performing, and recording
● Connecting to Musicians with similar backgrounds
● Networking & Gigs
● Music Lessons
DAY
TW
O TAKEAWAYSUser Interviews Pivot
● 18-30 yr old musicians would be the ones we targeted.
Evening’s Plan of Action
● Rank Customer Segments and Value Props
● Continue to test hypotheses on canvas 5
VP:• Loc. Biz Exposure• Airbnb-style rental space for practice / recording• Exposure and gigs (paid) • Competitions• Recruiting to form musical groups (ie band)• Constructive feedback • Rating level• Musical places to hang out and meet people• Gain musical confidence• Connect like minded musicians based on skill and music style• Private lessons • video production/editing • song-writing • music• Networking• Build Community • Develop skills• User Discounts
CS:• Competent - jamming musicians• Columbia network (alumni included) - uni• 18-30 yr old musicians• College students who are amateur musicians• Rising professional musicians• Restaurants/Bars• Guitar Center / Sam Ash• Beginners• Competent but not producing• Competent & producing• Rising musicians (going pro)• Professional • Musical Listeners
KP:
• Guitar Center• Music festivals• Restaurants• Music Schools• Sam Ash• Bars
KA:• Interviews • Restaurants • Music centers • Musicians• Host jams• Prototyping• Hypothesis Testing• Creating gigsKR:• Software engineers• Hard/SoftwareServers• Website host• Jam Spaces
CR:Get• ChannelsKeep• Positive jam sessions• Competitions / ratings• Recruiting for groupsGrow• Private lessons• Rental space• Creating gigs
CH:• Web/mobile• Social media• Email marketing• Partner promotions (event promos)• Tech outlets/blogs • WoM
C$:• Developer fees• Server fees
R$:• Ads/sponsors• Renting space• Commission Model (at restaurant/bar, tutoring, gigs)• Entrance fees at competitions
• Freemium/upscaling (for ratings) • Website hosting fees
• Restaurants (potentially)
DAY
TH
REE
6
●Competent musicians not producing anything wouldn’t pay to jam/meet others.
●Found a competitor: GroupTones
DAY
TH
REE TAKEAWAYS
User Interviews Pivots
● Focused on Open Jam Nights at bars
● Realized music listeners would be part of the customer segment
Evening’s Plan of Action
● Interview bars to see if they’d host Open Jam Nights with us
7
DAY FOURBeginnersCompetent & producing
Professionals (Rising and Seasoned)
Restaurants & BarsMusic Centers
Music Listeners• Competent, not producing• Non-musicians
Competent, not producing
Rising professionals
Get• Channels• Bar gigsKeep• Positive jam sessions• Competitions / ratings• Recruiting for groupsGrow• Private lessons• Creating gigs• Web/mobile• Social media• Email marketing• Partner promotions (event promos)• Tech outlets/blogs • WoM
• Informal private lessons • Gain musical confidence & dev skills• Connect to similar musicians based on skill, genre, style• Attend jam sessions • Constructive feedback (rating level)• Recruiting - form musical groups (band)• Gain musical confidence• Build community • Exposure and gigs (paid) • Competitions• Local Biz Exposure• Networking• User Discounts• Musical place to hang & meet people
• Interviews • Restaurants • Music centers • Musicians• Host jams• Prototyping• Hypothesis Testing• Creating gigs at bars
• Software engineers• Hard/SoftwareServers• Website host• Jam Spaces
• Guitar Center• Music festivals• Restaurants• Music Schools• Sam Ash• Bars
• Developer Fees• Server Fees
• Website Hosting Fees• Restaurant Partnerships
• Ads/sponsors• Competition entrance fees
• Commission Model (at restaurant/bar, tutoring, gigs)
• Freemium/upscaling
• Marketing/Exposure• Expand culture & vibe• Increase revenue
8
CHANNELS
Partner PromotionsBars
Significant Interest Their Customer Base
Music StoresRestaurants
Social MediaFacebook Event has
Attendees
Email MarketingSent out on LLP listserv
CURRENT
Web/MobileApple StorePlayStore
WoM● Bars● Music Stores● Restaurants
Digital Media Platforms● Tech Blogs● Tech Outlets
FUTUREDAY
FO
UR
9
CUSTOMER RELATIONSHIPS: “GET” STRATEGY
Target more experienced musicians second
Advertise tutoring featureAdvertise band creation/gigs
PHASE 1 PHASE 2
1. Acquire 18-30 yr old beginners/hobbyists first
Personally host jams (Thursday)Social media works - Facebook
2. Bars host open mics/performances in parallel
Performers sign up via Google FormMostly existing performance
groupsAttendees RSVP via FB
3. Obtain attendee contact information
4. Develop and launch app
PHASE 3
Grow musicians through competitions● Entrance fees● Exposure● High-level gigs
DAY
FO
UR
10
REVENUE MODELSocial Media
WoM
Email Marketing
Bars
Existing performer
groups
Beginners
Performances
Experienced Musicians
MyJAMS
Listeners
Watch
Watch
Perform
PaymentApp Flow
DAY
FO
UR
11
● Smaller bars need help with marketing/exposure and definitely want to host Open Jam Nights with us. They tried selling that to us.
● More established bars know their customers better and customers are more consistent.
● Bars care about culture and vibe.
DAY
FO
UR TAKEAWAYS
User Interviews Great Takeaways
● Focus on hosting Open Jam Nights at bars
● We could get existing performance groups on the app
● We’re a resegmented market, not a new market
Evening’s Plan of Action
● Host a jam session at home and see if people would come and through what channels
12
Beginners/IntermediateCompetent & producingProfessionals (Rising and Seasoned)
Restaurants & BarsMusic Centers
Music Listeners• Competent, not producing• Non-musicians
Get• Channels• Bar gigsKeep• Positive jam sessions• Competitions / ratings• Recruiting for groupsGrow• Private lessons• Creating gigs• Web/mobile• Social media• Email marketing• Partner promotions (event promos)• Tech outlets/blogs • WoM
• Informal private lessons • Gain musical confidence & dev skills• Attend jams to listen/watch• Connect to similar musicians based on skill, genre, style• Attend structured/recurring jams• Constructive feedback (rating level)• Recruiting - form musical groups (band)• Gain musical confidence• Build community • Exposure and paid gigs - Competitions• Local Biz Exposure• Networking• User Discounts• Musical place to hang & meet people
• Interviews • Restaurants • Music centers • Musicians• Host specific jams• Prototyping• Hypothesis Testing• Creating gigs at bars• Fundraising• Software engineers• Hard/SoftwareServers• Website host• Jam Spaces
• Guitar Center• Music festivals• Restaurants• Music Schools• Sam Ash• Bars
• Developer Fees• Server Fees
• Website Hosting Fees• Restaurant Partnerships
• Ads/sponsors• Competition entrance fees
• Commission Model (at restaurant/bar, tutoring, gigs)
• Freemium/upscaling
• Marketing/Exposure• Expand culture & vibe• Increase revenue
DAY FIVE
13
Total Available Market:
●28 million US musicians
Served Available Market:
●25.2 million US musicians who have access to the Internet
Target Market:
●21 - 35 yrs old - 26.8% of the US population
●6.75 million US citizens who are:○ College/University students who are amateur musicians - Private lessons
○ Rising professional musicians - renting space
DAY
FIV
E MARKET SIZE
14
MEET CHRIS
●Age: 24
●Occupation: Project Coordinator
●Salary: ~$65,000
●Background: ○ Played in music groups in school
○ Produces musical content as a hobby
○ Gets home at 6 PM
○ Practices at least twice a week
●Misses performing on stage
●Finds it difficult to find gigs
●Difficulty meeting new musicians
●Can perform at Open Mics & meet new musicians
●Networking through My JAMS helps Chris find gigs
Background
SolutionPain Points
DAY
FIV
E
15
New York, NY
● Difficult to jam with different styles
● Attendance: 7
● All guitarists of varying styles
○ Blues, punk, progressive rock, jazz, folk
● Successful jams may require facilitators
● Better to have a set song list
● Email and social media marketing didn’t work
● WoM did work because of personal connections
DAY
FIV
E TAKEAWAYSMVP Results Takeaways and Iterations
● Since there are issues with space and going to homes for jams,, hosting Open Jam Nights at public places like bars is a better business model
● People who make music a bigger part of their lives are more likely to seek out jams
● People are more willing to go to bars and listen in Open Mic Nights
● Focus on musicians aged 21-35 16
●Host a bluegrass jam at Tara Hill bar next Tues, Jan 19 at 7:30 PM
●Host a home jam session specific to a certain genre/instruments with a song list
○ Provide tabs/chords to people ahead of time
●Figure out how long people’s performance sets are
●Set specific metrics of success
●Re-evaluate target market and determine revenue streams
MOVING FORWARDD
AY
INFI
NIT
Y
17
THANK YOU
18