Elizabeth Tracy, Jake Savino, Ariel Syuhadayana, Benjamin Borg & Maria Galarza

Outline

Product/ServiceThe problemTarget MarketMarket ResearchCompetitive LandscapeMarket Strategies

Product/Service

Proposed Value Proposition

Share with the world

Save from the world

#trunqit

What can Trunq do differently?

Our ProblemWe believe that our value proposition and corresponding target markets are real, and

should be the focus of Trunq going forward. But we need to demonstrate that it’s real.

Target Market

Defining our Segments

Generic variables• Age• Family• demographics• gender

Applicable variables• Raised with physical scrapbooks• large family, family pets• Women scrapbook more than men

Segmenting questions• Which generation do you identify with?• Do you socialize in private groups on social media?• Do you consider yourself sentimental?

Segment Combination Table

Dislike Sometimes dislike Nor like or dislike Sometimes like Like

Yes, sentimentalX

A little bit sentimental

No, sentimental

Premiering Parents iRetirees

Sentimental

Millennials

Segment weight: 9● Gen X/Y● Likely first time

parents● Desire to document

baby’s life as an ongoing life story

○ Modern baby book

Segment weight: 6● Socially active retirees● Tech-savvy and social-

media gadflies● Looking to take stock

of their life: past, present, and future

Segment weight: 3● Late teens/early 20’s● Born in a 24/7 social

internet world and culture

● Looking for a private digital space to retreat to and make sense of themselves

Consumer Personas

Stacy and James recently had their newborn son, named Maxwell.

New Chapter in both parents’ lives.

Stacy is looking forward to:

Dressing Maxwell in cute baby clothes.

Taking pictures of him with everyone in the family.

James is looking forward to:

Teaching Maxwell about Baseball.

Recording Maxwell’s first word on camera.

Premiering Parents

Consumer Personas

Richard is a recently retired IT professional who worked for Johnson & Johnson for the last 25 years.

At age 63, Richard is now looking forward to the following:

Spending more time with his wife Elena.

Visiting their children and grandchildren.

Going on a journey to visit the national parks in the U.S.

The first order of business for Richard is to reflect on all the life events that has occurred in his life.

iRetirees

Consumer Personas

Jessica Recently graduated high school and is about to go to college.

She is headed to Loyola University Chicago.

Far away from her hometown Tulsa, Oklahoma.

As she is preparing to move to Chicago, she stumbles on her memory box.

She now realizes that she never took the time to sort her digital memories.

Sentimental millennials

Market Research

Current Users Survey

The survey was distributed by Trunq

n=13

Current Users Survey OMG! It is a sentimental moment. Let’s record to save it in a bundle or to share it “later”. No no no drawing on images no!

● Sentimentalism is a characteristic of the current users.

● Promoting Trunq as scrapbook could create a gap between expectations and perceptions.

What it matter:

Potential Users Survey

To reach the audience the survey was distributed on:

n=110

Potential Users Survey

Main conclusions:

Market opportunity for digital platforms that offer: ● Sharing feature.● Storage space.● Caring for privacy.

Trunq’s marketing communication should appeal for sentimentalism for the three targets:1. Premiering Parents2. Sentimental

Millennial3. iRetirees

Judgement is a key factor to record valuable moments. Sometimes people prefer feel, see and enjoy those moments.Opportunity for Trunq to promote sharing.

Potential Users Survey

Key Findings that support conclusions:

92% of respondents are socializing on private groups.

67% of respondents considered themselves sentimental.

73% of respondents would like to record their sentimental moments digitally

35% of respondents not always want to keep their valuable moments digitally.

83% of respondents are not sure if they want to post their valuable moments on more public social media

Potential Users Survey

About the respondents’ generation:

● Millennials

● Generation X

● Baby Boomers

● Greatest Generation

● iGeneration

45%

31%

12%

9%

3%

Valuable features in digital platforms

Secondary Research Moments when people taking photos with smartphones:

Life Events

Parenting

Travel

1. Old Millennials2. Young Millennials3. Gen X & Baby Boomers +

1. Gen X2. Baby Boomers +3. Millennials

1. Young Millennials 2. Baby Boomers 3. Gen X4. Old Millennials

Who is taking more photos about sentimental moments to share privately?

Moms

● They share photos of their child's life events with their family and friends.

● They share photos to influence family activities.

● They are who care more about safety issues in digital platforms.

Statista: Smartphone Owners who take photos using their Smartphone in the United States as of March 2015, by age

Mintel: Mom’s Social Media Use

Competitive LandscapeStorage Social Media

Public

Social

Friends

Private

Internet privacy levels

Public

Private

Functional Sentimental

Positioning/Perceptual Map

“Public records”

“Public personas”

“Simple backups” “Private

memories”

Marketing StrategiesPartnering & Networking Opportunities

Trunq-branded scrapbooks, baby books, photo albums and “shoeboxes,” produced in partnership with third-party manufacturers

Polaroid: print out Trunq items Trunq items printed on Polaroid instant film, similar to 80’s photos; a combination of two sentimental brands (Trunq and Polaroid)

Walgreens: photo print kiosks at Walgreen’s stores; brand partnership with pharmacy with thousands of locations nationwide to print items already in users’ Trunqs (branding on top of existing Walgreens print services)

External Communication

Partnerships and sponsorships of “mommy blogs” to reach Premiering Parents with newborn children

On-campus advertising at colleges and universities to reach Sentimental Millennials

Print advertisements in AARP magazines to reach iRetirees

A “Trunq-approved destination list” of travel/vacation spots that Trunq users report as “Trunq-worthy”

Digital advertisements for wedding registry sites, bar/bat mitzvah sites, and other media outlets dedicated to specific important life events

Proof of Concept ad

Hypothetical print advertisement

Demonstrates value proposition instantly - you can see it

Dichotomy allows for infinite potential versions

“Not worth saving” vs. “worth saving”

Useful mostly behind-the-scenes

Investors

Market research participants

*Could* be used in future, if desired

Questions?

Elizabeth Tracy, Jake Savino, Ariel Syuhadayana, Benjamin Borg & Maria Galarza