contact tree team3

Contact TreeIt’s your tree. See it. Grow it.

35Interviews

56Unique website visitors

11Sign-ups

KP

Contact Aggregation: • LinkedIn• Facebook• Google+• Skype

Customer Organizations: Professional Schools Select Companies(ie. Companies who benefit from employees having a strong network)

KA

Platform Development

KR

Human (key staff) Intellectual

Value Prop

Current need: Networking is important, but time consuming and currently not formally managed.

Service: Formal management of your network through contact aggregation, visualization, analytics and searchability. Use of personal assistant to reduce user’s time burden.

Customer Relation

Automated web based service

Acquisition: Free service within professional schools Maintenance: value added services Growth: Word of mouth, benefiting companies

CH

Online (Web)

Customer Seg

Professionals

Students emerging from professional schools

Sales facing roles

Mass market (personal use)

C$

Cost Driven business (automated service) • Staff • Business Development, Legal

R$

Subscription fee for advanced service

Business Model CanvasDay 1: 26 August 2013

What we have learnedFacts Extract

D1/D2

Need• Don’t need a simple aggregator of contacts (94% of interviewees)• Need to be able to categorize their network (sub-groups) (75% wanted) • Validated that a reminder or automated service was necessary (81% of our interviews) • Search functionality in LinkedIn and Facebook does not meet standards, but wouldn’t use an

additional platform just for search • Time saving is a value proposition – want automated services

Customer • 100% of interviewees are on LinkedIn but not necessarily on Facebook

Revenue Model • People are 84% don’t want to pay for the product, 16% said they would pay a minimal amount

• Focused our value prop by discarding simple aggregation and search function

• Discovered a new customer archetype - career services, alumni services, meetups

• Changed potential revenue model

D3 Need• Prioritized list of people to network with • Personalized yet automated is the winning combination and makes people want to join

Customer: • Additional customer type – meet ups and career services

• Research on ‘curating’ your list of contacts

• Hypothesis of customer acquisition tipping point

D4 Competition Landscape• Personal contact manager is a crowded market place with lots of players focus on different

feature set

Customer interviews: • Personalization very important – smart algorithim to provide meaningful way to connect

Get strategy through partners• Career service may not be a valid customer. However, we may consider event organizers with a

vested benefit in keeping contacts among attendee

• Crucial to differentia ourselves from competitor

• Partners need to validated

Key Partners


Key Activities

Web service Development

Key Resources


Value Proposition

• Current need:• Networking is

important, but time consuming and currently not formally manage

Service:

Reduced time and effort Virtual personal

assistant Easy search through

smart analytics

Strengthen the quality of networks Frequency and

quality of communication

InfluencersStrengthen alumni network

Customer Relation


• Acquisition: Free service within professional schools

• Maintenance: value added services

• Growth: Word of mouth, benefiting companies

Channels

Online (Web)

Customer Segments

• Professionals • Students emerging

from professional schools

• Sales facing roles • Mass market

(personal use) End Users: • Alumni (1 – 5 years) • MBA students

Influencers/Reccomenders: • Alumni Relations

Directors, Organizational Professors, Career Services Coach

Cost Structure


Revenue Streams

• Subscription fee for advanced service • License fee charged to schools • License fee charged to partnership websites


Customer Archetypes

Job seekers

• 24-32• Male and female• Top tier MBA or recent

graduates • Active job seeker• 1-3 targeted industry• Working with Career

Services• 300+ LinkedIn contacts• Access to targeted industry

and exclusive groups• Need super connectors

• 26-40

• Male and female

• Passive job seekers

• 500+ LinkedIn contacts

• Care about small inner-circle of 30+

• Time-starved

• Need reminder to keep contact

Time starved professionals

• Advocates of professional networks

• Part of their VP is teaching people how to strengthen networks

Career Services

End User End User Influencer

Key Partners


Influencers/Reccomenders: • Alumni Relations

Directors, Organizational Professors, Career Services Coach

Key Activities


Key Resources


Value Proposition



Service:

Customer Relation





Channels

Online (Web)

Customer Segments




(personal use) • End Users: • Alumni (1 – 5 years) • MBA students

Cost Structure


Revenue Streams


Business Model CanvasDay 3/4: 27/8 August 2013

Early MBA/Job Seeker

Mid career MBA

SearchReminder

Sub-groupReminderBroadcast with one click

Paid

Free

Dashboard(access to multiplesocial network)

Reminder Subgroup/prioritizedgroup

Network Assessment

Visual Display

Contact Tree(Free/$

Contactually($20/mo.)

Nimble ($15/mo.)

Rapportive(Free)

Plaxo($5/mo.)

Xobni($8/mo.)

Competitive Landscape – Value Proposition

90% male MBA27% finance 45% professional servicesNY, CA >> IN, NC, UK

Key Partners


Influencers/Reccomenders: • Career Services Coach • Alumni Relations

Directors,• Organizational

Professors• Event organizer

Key Activities


Key Resources


Value Proposition



Service:

Customer Relation





Channels

Online (Web)Direct sales

Customer Segments




(personal use) • End Users: • Alumni (1 – 5 years) • MBA students

Cost Structure


Revenue Streams



Job Seekers• 24 – 32, M/F, top

tier MBA or recent graduates, work with career services

Time starved Professionals

SearchReminder

Reduce time and effort Suggested personalized interactions prioritization of network Sub-group Reminder service Broadcast with one click

Free Free Paid

Meet ups / Event organizations

Drive repeat business by increasing quality of connections made

What we are going to do nextToday To-do

Customer Segments

• Early-stage MBA/job seeker• Mid career MBA• Meetups / event organizer

• Test other industry professionals (ie. Lawyers)• Adwords campaign to test sign up rate • Test value proposition through customer interviews with

business development leads

Revenue Stream

• Free for end user• Event meet up

• Test pricing with meet up organizations (interviews) • Test pricing with end users (current hypothesis testing in

progress through website, $4.99 – $19.99 per month)

Key Activities • Web service development • Validate algorithm to automate service

Backup

Market Size

Total;

G8 Top 20 Professional

Schools

Current: 2.5 M

Alumni: 12.5 M

Accessible Customers

Current: 1.9 M

Alumni: 9.4 M

Top 20

MBA

schools

MBA: 180K

30K

Current,

150K

alumni

Assumptions:

American Top 20 Professional Schools Columbia 25K X 20 schools X 5years X 5 countries (for G8 including size difference)

= 15 M

% of people able to access web based service – 75%

Target based on MBA students only

100%

75%

1%

Channels

ContactTree

Direct Sales

E-Commence (Contacttree.wordpress.com)

MBA Students

MBA Alumni

MBA Career Service

Partnership SocialNetworks

contact tree team3

Education

automated services customer

valid customer

free service

partnerscareer service

additional customer

key partners

alumni services

time consuming