DOWNTOWN ENTERTAINMENTDOWNTOWNENTERTAINMENT.COM

April 23, 2014

BACKGROUNDThere was a need for an online space for young professionals to connect with each other.

A place to share experiences and recommendations as well as what’s up and coming in Toronto.

The best restaurants, bars, events, festivals and everything in between.

This could be the place to go for endless sources of entertainment and information about what’s trending in Toronto.

April 23, 2014

PROBLEM DEFINITION

The problem was that young professionals in Toronto did not have a credible source of information that was relevant to them.

The information targeting them was scattered, making it difficult to access.

There was a disconnect between social platforms and the people who used them.

April 23, 2014

OBJECTIVES

The objectives for the marketing research were to determine if there was a real need and desire for an online based community.

• Who wanted this website running?

• What interests young professionals?

• What drives their online activity?

• Would this online space be inspiring enough to attract advertisers?

April 23, 2014

METHODOLOGY

Our qualitative research design was exploratory.

We used an online survey to determine if this website will be adopted by young professionals and used regularly.

It is a quick online survey designed to be easily completed, containing no more than 15 questions.

Link to online survey:

http://fluidsurveys.com/surveys/andiprakoso/website-research/?TEST_DATA=&_cb=yl3sweGKFW

April 23, 2014

SAMPLE

We are speaking to young, wealthy, confident, and social twenty something’s.

People who are tech-savvy and connected.

By having the survey available online, our reach has expanded. We sampled individuals, of both equal male and female users.

Using this methodology the results will be representative of the demographic that we are targeting.

April 23, 2014

COMPETITORSFacebook.com

BlogTO.com

Toronto.com

Notable.com

April 23, 2014

AGE FILTER

April 23, 2014

Q1. How old are you?n=1000

We posed this age question as a filter since we wanted to speak young, confident, and social twenty something’s.

31-35 27-30 18 or younger 19-22 23-26

Series1 100 100 200 300 300

25

75

125

175

225

275

325

Re

sp

on

de

nts

GENDER

We want the website to be gender neutral so we asked this question to make sure that we were talking to an equal proportion of each.

April 23, 2014

350

350

100MaleFemalePrefer not to answer

Q2. Please indicate your gender?n=800

SOCIAL MEDIA USAGE

We want to speak to tech savvy and connected young people and we want to understand what drives their online activity.

Q3. Do you use social media regularly? n = 800

April 23, 2014

700

100

YesNo

MOST VISITED WEBSITE

With this question we wanted to determine which of our competitors websites users were spending the most time visiting.

Q4.With 1 being the most important and 4 being the least

Important, how often do you visit the following websites?

n=800April 23, 2014

Facebook Notable Toronto.com Blog

Series1 400 200 100 100

25

125

225

325

425

Res

po

nd

ents

WHERE ONE GOES OUT

We posed this question to determine which activities would deserve more attention on the website.

Q5. On a scale from 1-7, where 1 is not enjoyable and 7 is

very enjoyable, please check the box to indicate how you feel

about the following outings? N= 800April 23, 2014

Movies Club Concert Restaurant Bar

Series1 4.75 4.94 5.19 5.56 5.79

0.5

1.5

2.5

3.5

4.5

5.5

6.5

Ratin

gs

HOW OFTEN ONE GOES OUT

We want to know how often they are going out and how social they are.

Q6. In a typical week, how often do you go to

restaurants or bars? n=800

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0 7 1 to 2 5 to 6 3 to 4

Series1 50 50 150 150 400

25

125

225

325

425

Res

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ents

WHERE ONE GOES TO FIND THINGS OUT

With this question we wanted to find out where they are getting the information about their social activities.

Q7. Which of the following resources have you used to

get information for restaurants, concerts, bars or events?

n=800April 23, 2014

Magazine Other Friends Online/Website Social Media

Series1 50 50 100 200 400

25

75

125

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375

425

Respon

dets

SMARTPHONE CHOICE

We wanted to make sure that the people we were speaking to had smartphone technology and capabilities.

Q8. Are you using a smartphone as your mobile

Device? n = 800

700

100

Yes

No

SMARTPHONE CHOICE

We want to find out which phone they are using to make sure that we align our mobile website with the most used operating system.

Q9. Which of the following smartphones are you

Currently using? n = 700

Iphone Samsung HTC Blackberry Other

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MOST DESIRABLE APP QUALITY

We want to know what qualities are most valued by our young professional targeted audience.

Q10. Using a scale of 1 being very desirable and 5 being least desirable, please rate the following mobile app qualities

based on their desirability to you? n = 700

April 23, 2014

Free to download Easy to use Personalized for each user

Ability to use offline

Series1 3500 2800 2100 1400

250

750

1250

1750

2250

2750

3250

3750

HIGHEST LEVEL OF EDUCATION

We want to be sure that we are targeting educated young professional.

Q11. What is your highest level of education? n=800

April 23, 2014

Bachelor Degree Some College but not degree

High School Other Graduate Degree

Series1 300 200 150 150 50

25

75

125

175

225

275

325

EMPLOYMENT STATUS

We want to be sure that we are talking to gainfully employed young professional.

Q12. Which of the following best describes your

employment status? n=800

April 23, 2014

350

250

50

150 Employed, working part timeEmployed, working full timeNot employedOther

ONE’S INCOME

We want to know that our targeted users have money to spend on social activities regularly.

Q13. Which of the following figures best represents your household income? n=800

April 23, 2014

50

300

150

100

200$0 to $15,000 $16,000 to

$30,000$31,000 to $45,000

$46,000 to $60,000

More than $61,000

SOCIAL WEBSITE NEEDS

We included this open-ended question to allow our target audience the opportunity to tell ask exactly what they want it on a social website.

Q14. What would you like to see included on a social

website to make your experience more enjoyable? n=800

April 23, 2014

400

200

200 Connected to Social MediaIncludes video contentOptimized for mobile

CONCLUSION

Our research speaks for itself. There is a need for Downtown Entertainment.

The graphs shown above are in comparison to what we mentioned in our background, problem definition, sample, and objectives.

Each graph and question goes to show that people will use a site like this and would love it.

April 23, 2014

RECOMMENDATIONS

We do have some competition with Facebook, Notable, and BlogTO, however we will take the responses from question 10 to improve our website to what the consumer wants and needs.

We will now open the floor for any questions or concerns.

THANK YOU!

April 23, 2014