Unifiler

UniliferLocal solutions for your student life needs

Unilifer

Team 22

Bo Jin Fabio Silva Long Wang Renato Rosiak

Day 5

Computer Science Operations Research Management Science & Engineering

Management Science & Engineering

Interviews (total so far):

62 users + 39 shops = 101

Clicks: 52 Sign-up: 2

Ads experiment:

Unilifer Day 1 Canvas

Problem/need: shops are not known by the students, increase sales

Value: help students find shops around campus to fulfill their needs

Problem/need: students don’t have enough information about shops, save time and money

Product:• High-quality content• Students

recommendation

Value: increase the exposure within the students community

Product:• Platform to market their

products to students• Analytical reports

Get: social media, word of mouth, CU website, Google Keep: badges/pointsGrow: stimulate recommendations

Get: offer a trial versionKeep: offer analytical reportsGrow: improve list for each shop

App stores (Google Play, Apple Store)

Social Media plug-in

Sales force, in-person approach

University students, aged between 18-29, living on their own for perhaps the first time

Shops around campus

Advertisement channels

App infrastructure

Maps provider

Initial: dev cost, infrastructure

Variable: promotion, sales force

Maintenance: HR (developers)

App development

Data collection

Promotion

Ads management

Data: detailed list of shops and products

HR: software engineering, sales force

Subscription AdsFee per # of customers

Unilifer Here’s what we thought about Value Proposition

Students Shops

Students don’t know about the shops around campus

Shops are not known by the student

Help students find shops around

campus

Increase the exposure within

students community

Problem/pain

Value


Problem/need: shops are not known by the students ?????, increase sales

Value: help students find shopscompare their current option with others options around campus.

Problem/need: students don’t have enough info about shops are not aware of the best options of shops, save time & money.

Product:• High-quality content,

focusing on price• Students recommendation


Product:• Platform to market their

products to students• Analytical reports


Get: offer a trial versionKeep: offer analytical reportsGrow: improve list for each shop




• University students, aged between 18-29, living on their own for perhaps the first time, urban areas.

Shops around campus that• are student-oriented• are new entrants or still

unknown


App infrastructure

Maps provider




App development

Data collection

Promotion

Ads management



Subscription AdsFee per # of customers

• Faculty members

Unilifer Key Learnings (12)

Students Shops

Students don’t know about the shops around campus

Students stick to their ≈5 current

options


Nearby shops are known and don’t

care about exposure

Students can’t find where to purchase very specific needs

Urban areas

Help students find shops around

campus

Compare their option to other options (price, students

recommendation)

Maybe there are some problems with our questions...


Problem/need: shops are not known by the students shops spend time and effort marketing themselves to students, increase sales

Value: help students find shopscompare their current option with others options around campus.

Problem/need: students don’t have enough info about shops are not aware of the best options of shops, save time & money.

Product:• High-quality content• Price comparison• Students recommendation• Special offers


Product:• Platform to advertise the

shop services to students• Analytical reports


Get: offer trial version ???Keep: offer analytical reports ???Grow: improve list for each shop ???




• University students, aged between 18-29, living on their own for perhaps the first time, urban areas

Small or medium shops around campus that• are actively engaged

towards the students• are new entrants or still

unknown


App infrastructure

Maps provider




App development

Data collection

Promotion

Ads management



SubscriptionAds to rankingAds

Fee per # of customers

• Faculty members

Freemium


Students Shops

• High-quality content (price)• Students recommendation

• Price comparison• Students recommendation

• Special offers

No urgent pain for nearby shops.

Satisfied with their current student customer base.

If they don’t feel they have a pain, it’s time to switch the targeted

customers

Some shops are actively engaged

towards the students (events, offers,

sports,…)



Problem/need: shops spend time and effort marketing themselves to students, distant shops have less exposure to the students, increase sales

Value: help students compare their current option with others options around campus.

Problem/need: students are not aware of the best options of shops, save time & money.

Product:• Price comparison• Students recommendation• Special offers


Product:• Platform to advertise the

shop and its special offers to students

Get: social media, CU website, ads, e-mail blast, on-campus campaign Keep: badges/pointsGrow: referrals

Get: offer trial ads Keep: offer analytical reportsGrow: account manager



• University students, aged between 18-29, living on their own for perhaps the first time, urban areas

Small or medium shops around campus that are• not well-located (>15-

min walking distance from Columbia)

• actively engaged towards the students

• aware about other similar/related mobile apps.


App infrastructure

Maps provider




App development

Data collection

Promotion

Ads management



Ads% per transactionFreemium

Page for Business Owners


Students Shops

No urgent pain for nearby shops.

Satisfied with their current student customer base.

Students may get annoyed by the ads

Students don’t mind walking more to get

special offers

Distant shops are aware of

similar/related apps

Distant shops (15-min walking) have a pain to be solved:

they have less exposure to the

student community

but…

They know it and take action about it!

Distant shops are actively engaged

towards the students (events, offers,

sports,…)“Yes! Please, come back

before you launch it”

“We will do everything to attract students”

Prepared an MVP to test key features and get feedback

Unilifer Customer archetype

• Columbia University students• Aged between 18-29• Living on their own• Interested in cheap price• Trust friends’ recommendation• Interested in special offers

• Small shops around campus• Not well-located (>15-min walking

distance from Columbia)• Actively engaged towards the student

community• Aware about other similar apps

Zhewei Metro Diner (Broadway and 100th St.)

Unilifer Value Proposition testing with MVP

Unilifer Get Strategy test on Facebook

6,005 reach

52 unique clicks

2 sign-up

3.8% conversion rate

0.866% Click through rate

$ 32.66 in 30h


Problem/need: distant shops have less exposure to the students, increase sales

Value: help students compare their current option with others options around campus.

Problem/need: students are not aware of the best options of shops, save time & money.

Product:• Price comparison• Students recommendation• Special offers


Product:Platform to advertise the shop and its special offers to students

Get: social media, ads, email blast, on-campuscampaignKeep: badges/pointsGrow: referrals

Get: offer trial adsKeep: offer analytical reportsGrow: account manager



University students, aged between 18-29, living on their own for perhaps the first time, urban areas

Small or medium shops around campus that are• not well-located (>15-

min walking distance from Columbia)

• actively engaged towards the students

• aware about other similar/related mobile apps.


App infrastructure provider(AWS)

Maps provider

Fixed: App infrastructure, salaries for sales force and developers

Variable: Cost of students acquisition

App development/maintain

Data collection

Promotion Students and shops acquisition

Ads/Campaignmanagement

Data: information of shops and products, reviews


Charge per Ad

% per transactionFreemium

Page for Business Owners

Charge per visitor


Students Shops

E-mails blast would not work

On-campus campaign may be a good get strategy in

the first days

Shops may pay for % per transaction (e.g. Seamless)

Inclined to pay for a certain amount of ads after free trial

(get strategy)

Shops would prefer to pay a fee after a

certain # of students are converted

Unilifer Customer Relationships & Channels

Ads

Email Blast

On-campus campaign

Social media

Page for business owners

Sales force

Unilifer Revenue Model

Charge per adsCharge per # of students attracted

to the shop

“I will do anything to attract students!”“If you bring me 20 students every month,

I will pay.”

+ 20?

Unilifer Competitive Landscape

Location-based

Special offersMedia

Unilifer Competitive Landscape

Location-based

Special offersMedia

Only two focused on students!

Unilifer Where do we go from here?

1. Find the best revenue model to start with

• Still a lack of pattern regarding the most preferred revenue models by shop owners

• Further explore through interviews and check how other players are monetizing

2. Understand if we can get viral

• Try to optimize Facebook/Ads experiments, test different alternatives

• Make an on-campus campaign

3. Start growing our shop database

• Could we get crowdsourcing by students/by shops?

• What would make them want to help us?

4. Still not clear about how to scale for different universities

• Is the product-market fit the same around other campuses?

• Run some Customer Discovery on NYU, for example

Date post:	16-Jul-2015
Category:	Engineering
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