wine me - ga pdm final project
DESCRIPTION
TRANSCRIPT
Courtney Boyd Myers, Yoav Farbey, Nicolle Weeks
Tuesday, May 14, 13
INTRODUCTION
‣ Wine Publishers‣ Premium Wine Service‣ Our team of experts works closely with
quality-driven winemakers around the world.
‣ Our company includes a network of London’s most wonderful delivery men.
‣ We are delightful, dependable and never too dry.
‣ If we wouldn't spend our own money on a product, it's not made available on WineMe.
‣ Limited Choice for Maximum Pleasure
OUR VISION2
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AGENDA
Product Life Cycle Business Case StakeholdersMarket Analysis Key MetricsUser Personas
3
Technology RoadmapMVP Feature Prioritization Storyboarding (Wireframes) Product PageConclusion
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PRODUCT LIFECYCLE 4
Development (post-‐MVP)• User research, market research, hire needed team members
• Develop detailed speciKications, prioritize features, test plans
• Code, test, deploy, usability testing, acceptance testing, debug, tune, iterate
• Partner with 5 shops + 2 local delivery teams e.g. Shutl
Introduction• Alpha launch w/ early press for 800 customers
• Target: distribute 3K bottles in 1 month
• Gather user feedback
• Pivot or Pursue meeting
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PRODUCT LIFECYCLE 5
Growth• Maintain product quality
• Build priority levels 2-‐3 features
• Offer promotions + launch referral programs
Maturity• Test other verticals locally
• Test European markets: Paris, Berlin & Dublin
• Hire audience.io to launch in New York City
Decline• Drink a lot of wine
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BUSINESS CASE 6
Executive summaryWine.Me provides a convenient service to customers in London who need good wine at a reasonable price.
Our Unique Selling Point: We bring to market a technology that allows the customer to order wine in under 2 minutes with wine arriving within 15 minutes.
Objectives• To be the go-‐to wine delivery service • To satisfy our investors + achieve 1.35% of market share by 2018• Serve wine deliveries to London customers, expanding to New York within Lirst 3 years of business
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BUSINESS CASE 7
Business JustiKication and Cost / BeneKits
Our market analysis shows a gap in the market for affordable and ultra-‐convenient wine delivery. Other delivery services do not provide wine on an “as needed” basis and offer wine as an add-‐on to grocery delivery.
Our target customer segments are in immediate need of wine. (This Lills the gap that companies like Just Eat Lill for food delivery.)
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BUSINESS CASE 8
Implementation Approach / Timeline
After a soft launch in November 2013 and subsequent marketing blitz, Wine.Me’s London buzz will result in a Christmastime order frenzy.
The hard launch will include any Lixes / pivots required during the Lirst month of sales.
The post-‐launch campaign will focus on developmental Lixes and improvements, in which we respond to customer feedback and behaviour.
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BUSINESS CASE 9
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STAKEHOLDERS 10
Keep Satisfied:
Investors & The Board, Suppliers
Manage Closely:
Developers, Designers, Product Tester
Monitor (Min Effort):
Delivery/Shutl
Keep Informed:
Marketing & PR, BD, Sales
High
Power
Low Interest HighTuesday, May 14, 13
MARKET ANALYSIS 11
Who are we targeting: The late-night, too lazy to walk dinner party host; the last-minute on my way to party go-er; the I live in Chelsea and have too many kids Mum; the OMG I didn’t buy enough wine event organizer; the I can drink ALL NIGHT boozehound
Facts: (according to the Wine & Spirit Trade Association)
• The wine industry is worth £37.7bn in the UK• The wine delivery industry is worth £430 million in the UK• Alcohol duty and VAT contributes £16.3bn a year to the public finances,
the equivalent to £316 per UK adult or double the UK overseas aid budget• There are now over 400 vineyards in the UK producing around 2.5m
bottles of wine each year
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MARKET ANALYSIS 12
Source
Convenience&
Coolness
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MARKET ANALYSIS 13
Why Mobile?
Wine Not?!
What are the demographics of your market?Affluent wine drinkers aged 26+
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MARKET ANALYSIS 14
What’s does success look like in terms of market penetration?
After 1 year:.16% of total UK market share for alcohol delivery (£693,000)
After 3 Years:2.2% of total UK market share for alcohol delivery (£9,600,000)
After 5 Years:3.4% of total UK market share for alcohol delivery (£14,500,000)
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MARKET ANALYSIS 15
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KEY METRICS 16
Acquisition • Number of downloads [tracked on Flurry]The number of downloads of the customer app
• Customer download to registration ratio [track on Acunu]The ratio of the number of downloads to the number of customers
• Number of registered customers [track on Acunu]The number of customers who have completed the registration process
• Number of shops registered [track on Google Doc]The number of shops registered for the Wine.Me service
MEASURING SUCCESS FOR EACH STAGE IN THE CUSTOMER LIFECYCLE
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KEY METRICS 17
Activation• Customer registration to customer order ratio [track on Acunu]The ratio between the number of registered customers to the number of customers that have completed an order
• Shop registration to providing an order ratio [track on Google]The ratio between the number of shops registered to the number of shops that were used as suppliers.
MEASURING SUCCESS FOR EACH STAGE IN THE CUSTOMER LIFECYCLE
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KEY METRICS 18
Retention• Churn rate [track on Acunu]The number of customers who have not ordered in the past four weeks, but have ordered at least once in the past.
• Number of active shops [track on Google]The number of shops who have supplied at least one order in the past four weeks
• Number of active customers [track on Acunu]The number of customers who have completed at least one job in the past four weeks
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KEY METRICS 19
Referral • Number of customers who have linked their account to social media How many customers connect to social media [track on Flurry]
• Number of tweets with the Wine.Me hashtag. Track the #WineMe to research referrals on twitter [Twitter.com]
•Number of customers who have clicked share with in the apps How many customers have clicked “share” within the app [track on Flurry]
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KEY METRICS 20
Revenue• % of orders complete [track on Acunu]The % of orders that complete – target in the 90’s.
• Orders per customer per month [track on Acunu]The number of customers who order in a month
• Number of orders [track on Acunu]The number of orders in a given time period
• Number of bottles per order [track on Acunu]The number of bottles ordered in each order
• Number of bottles provided by each shop per month [track on Google]The number of bottles provided by each shop
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USER PERSONAS 21
‣L
Age: 28 -‐ 45
Income: £100k+ (Household)
Shops at: John Lewis/Waitrose, Liberty
Eats in: Notting Hill, Chelsea
Drives: Mercedes
Spends: £5K a year on wine for home consumption
Watches: More4, BBC1
Loves: Pinterest, Celine Handbags, Paris
CHELSEA MUMS
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USER PERSONAS 22
‣L
Age: 25 -‐ 34
Income: £25k+
Shops at: Net-‐a-‐Porter, ASOS, boutiques, H&M, TopShop
Spends: £1K a year on wine for home consumption
Eats in: Shoreditch, Soho
Works in: Marketing, Advertising, Finance
Loves: Twitter, Grazia, Majorca, Dinner Parties, Girls’ Nights
PYTS
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USER PERSONAS 23
‣L
Age: 29 -‐ 45
Income: £30k+
Watches: TopGear, Jerry Maguire, Master Chef
Spends: £3K a year on wine for home consumption
Eats in: Soho, Dirty Pizza shops
Works in: Bluecollar, Finance, Advertising
Loves: Beer, wine and gin and their iPad
BOOZEHOUNDS
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USER PERSONAS 24
‣L
Age: 30 -‐ 45
Income: £30k+
Watches: MasterChef, Come Dine With Me, Great British Bakeoff
Spends: £25K a year on wine for clients
Eats in: Small bites in the corner of an event
Works in: Events, Marketing, Advertising
Loves: Jamie Oliver, Martha Stewart, Brit Morin
EVENT ORGANIZERS
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USER FACING TECHNOLOGY 25
The two arguments:
‣ Native vs. Hybrid App: Why we’re going Native‣ Services for Hybrid: Sencha Touch, Pure HTML5, PhoneGap‣ We want to be sexy, native and not clunky. We need to be associated with high quality (wine
+ tech) and smoothness (delivery + tech).
‣ iOS vs. Android: Why we’re going iOS first, then Android‣ iOS first because that’s where the money is flowing the fastest in the city of London. ‣ Android Q3/Q4 Launch
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TECHNOLOGY 26
24% of U.S. adult online iPhone users and 21% of Android users have used a shopping application in the past three months
-Forrester
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BACK-END TECHNOLOGY 27
The argument:
‣ In-House or Distributed Technologies ‣ We will use distributed servers like Amazon or
Rackspace to host the web technologies ‣ We will use a distributed database like Cassandra‣ All these technologies are scalable + work with
our budget‣ Why? Because if one bit fails, it doesn’t take
down the entire system
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ROADMAP 28
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ROADMAP 29
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MVP 30
TO THE TWITTERS!MVP Product tests demand on Twitter with simple. HashTag triggers delivery with follow up DM for more information.
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FEATURE PRIORITIZATION 31
‣L
Priority #1
•Logging in / out•Sign Up / Data Lields•CC entry form, Security / Card Data•Full ProLile Forms•Wine Selection -‐3 wines, Name, Price, Quantity Selection
-‐Wine Description, Image•Order -‐Buy Now, ConLirmation, Detail Check, ReLine Address, Geolocation, Delivery Info, Cancel, Call Driver ConLirmation
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FEATURE PRIORITIZATION 32
‣L
Priority #2
•Social Sharing: Twitter, Facebook, Email & SMS
Priority #3
•Wine Me Account / Order History•Wine.Not? suggestions and prompts
Priority #4
•Order Placed Instant Dance Party•Food/Cheese Pairings
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STORYBOARDING 33
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STORYBOARDING 34
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PRODUCT DESCRIPTION 35
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CONCLUSION 36
Questions?
More Wine?
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CONCLUSION 37
Wine Not?!
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