Abac.us Team User Experience

Group User Experience | Process Book | Professor Kwela Hermanns | Ada + Eli + Gabi + Scarlett + Stephen

DMGT 720 Winter Quarter

Savannah College of Art and Design

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RESEARCH PLAN - TIMELINE

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k design development Defining network users Competitor research and analysis Business model generation Defining your users' needs Prototyping and brand development Network sales pitch

Deliverables Mid-term presentation Final presentation Process book Coffee table book Video presentation

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Meeting #1

1. 6. 2016

Established meeting times Tuesday 6:30 pm to however long it takes..

Sunday 3:00 pm to however long it takes....

Working culture “rules” - Have fun! We should enjoy our working time together.

- Change-up meeting location (where the food is).

- Be on time to all meetings.

- Be open and honest about thoughts and ideas.

- Give advance notice before missing a meeting.

- Meeting will only be canceled if 3/5 members cannot attend.

- Play to each other’s strengths but also learn new skills from each other.

- File sharing will be conducted via Google Drive.

- Research file sharing will be conducted via Google Docs.

- Gmail will be used to manage contacts.

- WhatsUp will be our primary means of Group Chat.

1. 6. 2016 to Present

Meeting #2

1.Deep user understanding

2.Concept Visualization

3.Strategic Business Design

Lockwood, Thomas. Design Thinking, Chapter 4, Designing Business: New Models for Success. Allworth Press: New York. pg. 36

01.12.2016

User experience of the theater

Social network that links and connects people through their likes discovered on Netflix, Hulu+, iTunes, etc

Viewing parties

Community of shared interest

Drive-In Movies

“Netflix Lab”

A Netflix specific product

Live Streaming Opportunities?

Sports? Video Games?

Connections to other industries?

Gourmet Food

Restaurants

Catering

Wine/Beer

Pop Up Theater

“Portable Theater Unit” (PTU)

Potential areas for Netflix growth uncovered through our analysis.

Meeting #1

Group Backgrounds: Ada: Interactive Media Design Eli: Furniture Design Gabi: Architecture Stephen: Architecture Scarlett: Industrial Design

Gabi

Meetings to be held: Tuesday’s 6:30pm - TBD Sunday: 3pm - TBD If less than three group members can be present, the meeting will be rescheduled appropriately File sharing will be conducted via Google Drive Research file sharing will be conducted via Google Docs Gmail will be used to manage contacts WhatsUp will be our primary means of Group Chat

Meeting #2

Topics of Research: Stephen: Fine Dining/Craft Cocktails Ada: Fashion/Online Shopping Eli: Sports/Old-fashioned Scarlett: Education Gabi: Movies/Theater Tasks: Stephen: Type up Meeting Notes/Set Up Google docs Ada: Set up Google Drive photo album Eli: Data Collection Gabi: Master file of researching findings

Stephen

Meeting #1

Initial Ideas for UX Fashion Ice Bucket Challenge Food/Local Grocery and Produce Restaurant/Dining/Mixology Interactive Restaurants

Meeting #2

3 Gear Poster: Company Ideas: Netflix, Living Social, Drync Photographic/Geotagging Aggregator Site BirchBox, BarkBox, Blue Apron White Space Ideas!

User Experience of the Theater Social network that links and connects people through their likes discovered on Netflix, Hulu+, iTunes, etc Viewing Parties Community of Shared interest Drive-In Movies “Netflix Lab” A Netflix specific product (e.g.: Apple TV) Live Streaming Opportunities? Sports? Video Games?

Connections to other industries?

Gourmet Food Restaurants Catering Wine/Beer Pop Up Theater “Portable Theater Unit” (PTU)

RED

GREEN

Netflix UX: We like Netflix’s business model, but it’s missing the real life component.

Competitors Comcast Amazon

Uniqlo UX: We like the ease of picking clothes, but it’s missing the unique sharing ability and reuse experience.

Coursera UX: User generated education platform, but it is missing the group learning experience

Competitors Macy’s ASOS

Competitors

Traditional classroom Lynda

Kitchen Surfing UX: Unique kitchen experience, but it is missing suggested real-life connections.

Competitors

Traditional Restaurant

Cook App

Air Jordan UX: We like how this brand built their consumers’ loyalty, but they didn’t create a real-life social network.

Competitors

Under Armour

Doc Marten

First mover advantage

Raising Subscription Prices

Strong Brand recognition

Lack of control over DVD return time

High customer satisfaction Large movie selection

Comparatively small movie library available to stream

Low overhead costs

Monthly fee discourage membership from less frequent movie watchers

Predictable monthly revenue streams Affordable pricing

Offer very discounted prices which increase footfall in store Uniqlo is Japan's leading clothing retail chain in terms of both sales and profits.

Outsourcing their clothing manufacturing to factories in China

SWOTNetflix

Product variety and launching based on the four seasons

A strong workforce of over 30,000 employees Strong presence in international market The company also operates innearly 15 countries worldwide Website very accessible

No strong brand loyalty

Import tax and currency conversion causing higher costs

SWOTUniqlo

Globalization has triggered greater humanity in fashion trends around the world Brand Awareness

Product line expansion- video games Expand downloadable movie offerings Print 3rd party advertisements of red envelopes Expand on partnership with content providers and technology providers

Staying power of DVDs Contractual restrictions on streaming content Bigger competition in the streaming video marketing DVD competition Red Box, Blockbuster, Amazon Prime and YouTube

Emerging trends in apparel markets Utilize sporting events to promote the heat tech Access and viral advertising to start 2-way communication with customers social media Use global portion of the business to expand their business activities Innovations in information technology can increase the speed in which information travels throughout the world Brand Image

Increasing competition from domestic market and global players Strategic cost leadership is not long term sustainable Brand switching could happen easily as only concentrated target segment for clothing

Only offer dinner on weekdays

Lack of network

Food chosen for you

Lack of individualized Flexible and individual education

Cultural differences

Dining comes to you

Variety

Lack of promotion

Diverse options

Repeatable sources and collaboration

United States based only

Custom price point

Certifications provided

Limited to pen & paper learning

SWOTCoursera

Only located in Manhattan & Brooklyn Party of four people only No dishes cleaning after service provided Lack of chef collaboration

Unique experience Freelance/Diverse chefs

SWOT-

Kitchensurfing

Adapt to the culture Expand to other cities

Translation for other languages Improve the community Provide scholarship for intelligence users Notoriety or famous guests lectures

SCAD or traditional education

Larger parties or events

Others competitors like Lynda and Youtube

Provide training for chefs in order to maintain the consistency

Start restaurants

Expand meals type and options availabilities

Quality control in order to prevent the bad foods potentially

False credits Copyright of the information

Stranger danger

Expensive price Cool factor

Brand recognition (Michael Jordan)

Celebrity notoriety

Limited aesthetic

Brand strength

Caters to a single style of shoes (athletic)

Comfortable & pretty

SWOTAir Jordan

Expand style to more relevant players/ styles Customer input of design Expand style: culture, generational etc.

Quality control Competitors: Adidas, Puma, Urban Armor etc.

Might go out of style/ dying trend Loss of trademark

Doing the SWOT analysis charts for key competitors that relate to our areas of interest in UX, helped us to see both what our competitors are doing and what they are lacking. In this way, we can note their strengths as areas that we must always be equally strong in but also forge paths for us to differentiate ourselves from our competitors. Additionally, noting weaknesses, threats, and opportunities within the competitors is an exercise in intrapreneurship; although not the focus of this project, looking for white spaces and areas of innovation within other companies was a great method for our team to brainstorm our own original ideas.

EXPENSIVE

ENJOYABLE

COMCAST

UNDER ARMOUR

CLASSROOM

AMAZON/iTUNES ASOS

COOKAPP UNDER ARMOUR

COOKAPP

LYNDA

COMCAST

RESTAURANT

DOC MARTEN MACY’S

EASY TO USE

DIFFICULT TO USE

CLASSROOM

NOT ENJOYABLE

DOC MARTEN EXCLUSIVE

INCLUSIVE RESTAURANT AMAZON/iTUNES

ASOS

MACY’S

LYNDA

CHEAP

GROUP RESTAURANT CLASSROOM

COMCAST

SUBSCRIPTION

LYNDA COMCAST

COOKAPP

CLASSROOM

DIGITAL

REAL-LIFE

REPEATED USE

SINGLE USE

MACY’S

DOC MARTEN UNDER ARMOUR

DOC MARTEN UNDER ARMOUR

INDIVIDUAL

AMAZON/iTUNES ASOS LYNDA

COOKAPP SINGLE PAYMENT

AMAZON/iTUNES MACY’S RESTAURANT ASOS

COMCAST AMAZON/iTUNES CLASSROOM RESTAURANT

COMPANY PROVIDED

UNDER ARMOUR ASOS DOC MARTEN MACY’S

PRODUCT

SERVICE/EXPERIENCE

LYNDA COOKAPP

EBAY ETSY USER PROVIDED

The 2x2 analyses really helped us to hone in on particular characteristics and innovation spaces that we may want to inhabit. Understanding relationships such as the level of inclusivity, business model type, and ease of use can help us craft a full view of how we want our social network to both be received and function. Also, understanding which characteristics and features our competitors embody will help us to pave a unique space for our new social network that is both a viable competitor and uniquely its own.

Three Project Ideas

Our brand is the only social network to create real-life communities centered around digital media interests...

Who: for people Where: in similar geographic areas Why: to experience digital media When: with people who they might otherwise not meet.

http://communitymanagerappreciationday.com/wp-content/uploads/2014/04/Three-tips-to-creating-a-charitable-campaign-in-your-community.jpg

#bingewatching #dontwatchalone #viewingparty #season1

Sally, Steve, and 39 other strangers in Savannah all love the TV show Orange is the New Black. The new season premiere is only one week away so everyone receieves a notification to their mobile device reminding them that a viewieng party is being hosted at a pop-up screening at Forsyth Park the night of the premiere. Everyone RSVPs their attendance.

Sally and Steve attend the premiere, meet for the first time, and become connected. #bingewatching

#dontwatchalone #viewingparty #season1

http://redrobingroup.com/wp-content/uploads/large_aut-o-rama.jpg

Our brand is the only social fashion network to allow users to create trackable, tradeable digital closets...

Who: for sartorialists and fashionistas Where: across the globe Why: to view, browse, and trade items in their closets When: with people who own items they want.

http://viewdecor.xyz/wp-content/uploads/2016/01/astonishing-modern-closet-design-to-painting-gallery-design-ideas.jpg

#fashion #trendenvy #nothingtowear #styleenvy

Sally is visiting Las Vegas for a work event but doesnÕt have an evening gown to wear the to company gala. Luckily, she participates in our social fashion network, allowing her to geo-locate and rent a dress via her hotel, which partners with our service.

The day after the event, Sally returns the dress back to the hotel, which cleans the dress and returns it to itÕ s owner - all under the convenient subscription package that Sally has through our app. #fashion

#trendenvy #nothingtowear #styleenvy

http://www.sexysocialmedia.com/wp-content/uploads/2013/02/red-carpet1.jpg

Our brand is the only social dining network to connect people based on their love of food and drink...

Who: for locals and visitors Where: in metropolitan areas Why: to photograph, geotag, and browse local restaurants When: with the potential to meet other foodies in their city.

http://theflorencesavannah.com/wp-content/uploads/2014/05/The-Florence_EBH_IMG_0996.jpg

#foodporn #onlinedating #gourmet #eatlocal

After creating her personal user profile, Sally recently used our social dining network app to take a photo of her entree at The Florence in Savannah.

Steve had the same entree posted to his account, matching him up to Sally based on their recent posts, foodieness, and other similar interest.

Our app connected the two together, Steve asked Sally to dinner at the Grey, and the rest is delicious history. #foodporn

#onlinedating #gourmet #eatlocal

http://artsmacked.com/wp-content/uploads/2012/02/Pigeon-rotie-fraises-du-bois-et-petals-de-roses.jpg

Our group’s first choice for study is the Digital Viewing Community. We feel it is the social network with the most white space potential and immediate popularity.

Additionally, we feel it has great scaling potential with the ability to add new sections and categories of congregation for users involved. It also has strong digital and real-world social network components.

DIGITAL VIEWING COMMUNITY AMAZON

1 GOOD BUT NOT DIFFERENT

HBO GO NETFLIX FACEBOOK GROUP GOOGLE GROUP

HULU+

2 G OD AND GOOD AN DIFFERENT DIGITAL VIEWING COMMUNITY

MEET UP APP

GOOD

iTUNES

TRADITIONAL CLUBS

MOVIE THEATERS

DRIVE IN THEATERS

3 NOT GOOD AND NOT DIFFERENT

REDBOX

4 DIFFERENT BUT NOT GOOD

BLOCKBUSTER

DIFFERENT

DIGITAL CLOSET NETWORK DIGITAL CLOSETS

1 GOOD BUT NOT DIFFERENT ONLINE SHOPPING ASOS

2 GOOD AND A DIFFERENT RENT

SMART NIKE ID GARMENT (FUTURE)

QR CODES TREND TRACKING

PINTEREST

GOOD

TRADITIONAL SHOPPING

MACYÕS

MALZEE (TINDER FOR SHOPPING

3D PRINTED FASHION

UNIQLO

THE MS. COLLECTION (SUBSCRIPTION)

3 NOT GOOD AND NOT DIFFERENT

RENT THE RUNWAY

4 DIFFERENT BUT NOT GOOD

FAST FASHION

UNIFORMS :(

DIFFERENT

DIGITAL FOOD NETWORK RESTAURANT EXPERIENCE

1 GOOD BUT NOT DIFFERENT

GOOD

PERSONAL CHEF

ÒGEOFOODÓ

ONLINE COOKBOOKS

COOKING AT HOME

YELP FOOD RATINGS

2 GOOD AND D DIFFERENT ENT

FOODSPOTTING APP

PINTEREST GOOGLE FOOD RATINGS BLUE APRON

SUPPER CLUB APP

KITCHEN SURFING

URBANSPOON APP UNDERGROUND

MOLECULAR GASTRONOMY

RESTAURANT

TINDER

3 NOT GOOD AND NOT DIFFERENT

COOK APP

4 DIFFERENT BUT NOT GOOD

DIFFERENT

In order to arrive at a suitable, but catchy and subtle name for our social network, we mapped out adjectives and verbs within the categories of “Where”, “Who”, “What”, and “Why.” Through doing this, we made sure that names generated would be applicable to our core offerings. We started to formulate the idea of “solving” your Friday night and this led us to Abacus.

WEMIERE

V+U

AVECUS

DiWe

ViewCrowd

ViewCru

Abac.us

WeDia

CrowdSurf

Abac.us

An abacus is a traditional tool for solving mathematical problems. Abacus resonates with our return to traditional human connection and relates to the notion of solving that Friday night fun equation.

Additionally, we changed the word from “abacus” to “abac.us” in order to emphasize two core offerings: firstly, we wanted to highlight “us” since this social network brings people together, and secondly we wanted to highlight the digital media aspect by using a period as seen in .com URLs. This makes subtle connections between our offerings within our social network.

After deciding on Abac.us, we made a core offerings chart in order to highlight where our key areas of business development lie.

Then, we began thinking about our image, the notion of a physical abacus, and how to relate all of these concepts in the logo design.

We wanted the logo to somehow embody a physical abacus form without being too obvious. We began to abstract the abacus by using vertical lines to simulate its shape, and round or circular text to mimic the counting beads. We also wanted an adaptable logo that could change for different Abac.us groups and events.

.us VIEW + YOU = US.

The REEL life social cinema.

.kiss .us .edu

Joe: 76 | Retired | Teachers German Part-time Nancy: 67 | Retired | Previously college consulter

CAROL: 40 | Stay at home Mom | Workout-aholic (with friends)

SALLY: 27 | Freelancer | Just moved to Savannah

A

B

C

SENIORS

GEN X

MILLENNIAL

ISAAC: 18 | High School Student | Bassist of a Band |

EMILY: 17 | High School Student | Cheerleader |

TOMMY: 6 | Home-schooled | NASA Enthusiast

60+

D

D

E

TEEN

TEEN

KID

35-60 18-34 13-17 <12

U S E R P E R S O N A S

TEENS | VALUE PROPOSITION For teens age 13-17 who need to be introduced / re-introduced into real social activities, our social network provides real-life social groups, that are based on education, entertainment, interests based on digital media.

Unlike other media platforms / social networks that are strictly digital, our social network brings the two together, because of our ability to combine interests teens already like with necessary and beneficial social interaction.

MILLENNIALS | VALUE PROPOSITION For millennials age 18-35 who already have strong digital viewing habits, our social network brings their experience back into real life, that they may form meaningful relationships and connections.

Unlike other apps that facilitate meeting, our social network creates a real and unique experience centered around digital interests, because of our ability to merge real-life experiences and existing digital media platforms.

ADULTS | VALUE PROPOSITION For middle aged adults (professionals / homemakers) who enjoy viewing digital media after work, our social network organizes real-life events, that center around digital media and demanding schedules.

Unlike other adult social networks, our social network facilitates meeting new adults with similar digital interests, because of our ability to match their work schedule free times and curate topics for viewing.

WISE OWLS | VALUE PROPOSITION For wise users age 65 and older who like TV and movies, our social network unites them with one another, that they may have a shared social experience.

Unlike traditional elderly activities, our social network brings a communal viewing environment and experience to them, because of our ability to create real life communities based on digital viewing preferences.

ABAC.US | VALUE PROPOSITION For digital media users who are looking to share real life experiences based on digital media preferences, Abac.us integrates real-life social experience with a digital media based social network to connect people through the utilization of local hosting venues.

A regular day in the life of Sally...

This is Sally. Every day Sally wakes up and checks her social media. She misses her friends and her ex-boyfriend.

Sally begins her workday. She rolls out of bed and walks to her computer, yawning.

Sally works from home as a freelancer. As she sits working on her computer at her dining room table she wonders what she will do that night...

Since Sally is new to Savannah, she hasnâ&#x20AC;&#x2122;t really met any new friends yet.

She decides to sit at home and watch Netflix alone.

Sally FaceTimes with her sister and they watch the same movie together while eating popcorn. Sally misses real-life connections.

Before she goes to bed, Sally checks her social media again to feel connected.

She finds out her exboyfriend has a new girlfriend...

Y L L SA A S D E NE GE! N A CH

A great day in the life of Sally...

with

DMGT 720 | Kwela Hermanns Ada + Eli + Gabi + Scarlett + Stephen

.us

“VIEW + YOU = US. The REEL life social cinema”

Sally wakes up and checks her social media. She misses her friends and her ex-boyfriend.

BUT her real life social cinema app .us has informed her of some upcoming events!!

DMGT 720 | Kwela Hermanns Ada + Eli + Gabi + Scarlett + Stephen

“VIEW + YOU = US. The REEL life social cinema”

Sally jumps out of bed, puts on her millenialist outfit, grabs her computer, and heads out the door to meet some friends she met on .us to work on some freelance projects at Foxy Loxy Cafe.

DMGT 720 | Kwela Hermanns Ada + Eli + Gabi + Scarlett + Stephen

“VIEW + YOU = US. The REEL life social cinema”

!

After work, Sally decides to purchase a ticket on .us to watch the premiere episode Game of Thrones being shown at The Florence! She checks the guest list of attendees and sees some people that look familiar from other events and one especially handsome boy named Steve.

DMGT 720 | Kwela Hermanns Ada + Eli + Gabi + Scarlett + Stephen

“VIEW + YOU = US. The REEL life social cinema”

That night at The Florence, Sally finds a spot at the bar and settles in to start the .us premier with the 33 other attendees. She catches Steve’s eye and he moves to sit next to her. They chat a little throughout the show...

DMGT 720 | Kwela Hermanns Ada + Eli + Gabi + Scarlett + Stephen

“VIEW + YOU = US. The REEL life social cinema”

Steve asks Sally to go to the next .us event with him and a few other cool people that HE met on the app!

DMGT 720 | Kwela Hermanns Ada + Eli + Gabi + Scarlett + Stephen

“VIEW + YOU = US. The REEL life social cinema”

Before she goes to bed, checks up on her social media and her .us app.

Turns out Steve has sent her a

emoji!

DMGT 720 | Kwela Hermanns Ada + Eli + Gabi + Scarlett + Stephen

“VIEW + YOU = US. The REEL life social cinema”

Sally is excited to see that they have a lot more things in common other than Game of Thrones. His .us profile shows they both like music, trying new restaurants, traveling, and yoga.

DMGT 720 | Kwela Hermanns Ada + Eli + Gabi + Scarlett + Stephen

“VIEW + YOU = US. The REEL life social cinema”

What does Sally THINK AND FEEL?

What does Sally

HEAR?

Watching TV and movies is enjoyable: “I love to watch comedy shows and the food network.”

Moving can be lonely: “Since moving to Savannah, I don’t know anyone.”

Making social plans is hard: “I want to go out, but I don’t know where to go!”

Freelance is difficult but exciting: “I would like to network more.”

Overhears other young adults planning their weekends: “At the coffee shop, some girls were planning their Friday night.”

Hears from clients: “Today Kimchi II asked me to do an advertisement for them!”

Talks about TV shows with her sister on the phone: “She told me about the new Chelsea Handler documentary series!”

Sally

What does Sally

SEE?

Same social media: “I am tired of Facebook and Instagram because it is just passive.

Others moving on: ”I saw on FB that my ex has a new girlfriend!”

Cool events (outsider): I see fun groups at restaurants or the park but I don’t know how to get involved.

What does Sally SAY AND DO?

Checks social media: “I check my social media everyday.”

Watches TV every week: “I love several shows throughout the week.”

Practicing Adobe: I want to get better at Adobe for my freelance work.”

Works at home all day: “I wish I had a good reason to leave the house during the day!”

PAIN • being lonely • being unconnected • being bored • doesn’t know how to make new friends easily • no reason to leave home since she works from home • doesn’t know how to learn more about Adobe for her freelance job

GAIN

• make new friends: “I would love to have a group of friends to go out with on the weekends.”

• expand business: I need an opportunity to network more.”

• see new TV shows and movies: “I love going to premieres!

IKEA HULU HBO TED Give local owners new source of revenue for hosting ABAC.US Labs in major cities (interactive media)

Proprietary Platform

Abacus marathon IKEA house

Facilitating real life experience

Subscription add ons Netflix Hulu Amazon HBO

Kindulthood

Subscription add ons

Hosting venues

Monthly subscription

Premiere service

Netflix Lynda Hulu Amazon HBO

For digital media users who are looking to share real life experiences based on digital media preferences, abac.us integrates real-life social experience with a digital media based social network to connect people through the utilization of local hosting venues.

Broad availability of content

Abacus user profile build up over time

abacus 21+ abacus teen abacus edu App+ Website

Local business connections

Pay by view unlimited subscription

Exclusivity

abac kids abacus seniors abacus wise abacus 21+S

Scan to get in to ensure payment/ membership

Print and digital advertising

abacus fit abacus style abacus sport

Hosting fees restaurant air bnb

Facilitate meet ups

Fun Events

Match with compatible people

New Friends

App website Social gains

Time to relax

Interactive lab/events Feeling obligated

Brand merchandise

Change of pace

Loneliness/viewing alone

Keeps you up to date on showings

Meeting new people

Scheduling

Feeling alone

Not a free service

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BLUE OCEAN STRATEGY ANALYSIS ABAC.US VS. COMPETITORS

HIGH

Netflix

MeetUp

Tinder

Amazon

Lynda

Facebook group

Movie theatres

Home

Abac.us

LOW

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BLUE OCEAN STRATEGY ANALYSIS ABAC.US VS. NETFLIX

HIGH

Netflix

MeetUp

Tinder

Amazon

Lynda

Facebook group

Movie theatres

Home

Abac.us

LOW

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BLUE OCEAN STRATEGY ANALYSIS ABAC.US VS. MEETUP

HIGH

Netflix

MeetUp

Tinder

Amazon

Lynda

Facebook group

Movie theatres

Home

Abac.us

LOW

u

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BLUE OCEAN STRATEGY ANALYSIS ABAC.US VS. TINDER

HIGH

Netflix

MeetUp

Tinder

Amazon

Lynda

Facebook group

Movie theatres

Home

Abac.us

LOW

u

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BLUE OCEAN STRATEGY ANALYSIS ABAC.US VS. AMAZON

HIGH

Netflix

MeetUp

Tinder

Amazon

Lynda

Facebook group

Movie theatres

Home

Abac.us

LOW

u

Ed

ur e

at

fe

y

lit

ca

Lo

s

e

ur e

at

ic

er

us fe

of g

in

at

D

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Pr

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fo

tu

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In

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lit

bi

Si

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us

ta

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Ad

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nc

ib

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Ex

Ac

n

l

ita

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tio

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Fr eq

nc

tifu

ul

M

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D

ci

So

BLUE OCEAN STRATEGY ANALYSIS ABAC.US VS. LYNDA

HIGH

Netflix

MeetUp

Tinder

Amazon

Lynda

Facebook group

Movie theatres

Home

Abac.us

LOW

u

Ed

ur e

at

fe

y

lit

ca

ur e

s

er

e

Pr ic

at Lo

rt re

tu

fo

us fe

of g

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In

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Ad

Ex

ilit

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nc

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ce

Ac

n

l

ita

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tio

ue

Fr eq

nc

tifu

ul

M

ig

D

ci

So

BLUE OCEAN STRATEGY ANALYSIS ABAC.US VS. FACEBOOK GROUP

HIGH

Netflix

MeetUp

Tinder

Amazon

Lynda

Facebook group

Movie theatres

Home

Abac.us

LOW

u

Ed

ur e

at

fe

y

lit

ca

Lo

s

e

ur e

at

ic

er

us fe

of g

in

at

D

ty

Pr

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tu

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st

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In

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lit

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Si

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us

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Ex

Ac

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tio

ue

Fr eq

nc

tifu

ul

M

ig

D

ci

So

BLUE OCEAN STRATEGY ANALYSIS ABAC.US VS. MOVIE THEATRES

HIGH

Netflix

MeetUp

Tinder

Amazon

Lynda

Facebook group

Movie theatres

Home

Abac.us

LOW

u

Ed

ur e

at

fe

y

lit

ca

Lo

s

e

ur e

at

ic

er

us fe

of g

in

at

D

ty

Pr

re

rt

fo

tu

ru c

st

fra

si

er

iv

D

In

C om

y

ze

lit

bi

Si

ity

iv

us

ta

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Ad

cl

y

ilit

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nc

ib

ss

ce

Ex

Ac

n

l

ita

al

tio

ue

Fr eq

nc

tifu

ul

M

ig

D

ci

So

BLUE OCEAN STRATEGY ANALYSIS ABAC.US VS. HOME

HIGH

Netflix

MeetUp

Tinder

Amazon

Lynda

Facebook group

Movie theatres

Home

Abac.us

LOW

BLUE OCEAN INSIGHTS The Blue Ocean Strategy allows us to discover an uncontested market space for our specific industry and innovation.

After considering eight competitor companies and fifteen capturing characteristics, we were able to compare and contrast each against Abac.us in order to find a white space within the market share. This allows us to successfully stand out from other players and avoid the bloody red ocean of market rivalry by adjusting crucial components of how, where, and why people experience and interact with abac.us.

BLUE OCEAN STRATEGY ANALYSIS ABAC.US VS COMPETITORS

HIGH

Netflix MeetUp Tinder Amazon Lynda Facebook group Before

Movie theatres

After

Eliminate

Home

Raise

Abac.us

Reduce Create ur e

y u

fe

at

lit Ed

ca

at fe g in at

D

Lo

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D

iv

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si

fra

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s

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ce

ss

ib

ilit

ity

y

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Fr eq

tio nc tifu

ul M

ue

n

l ita ig D

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ci

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LOW

Ed u

ur e

at

lit y

ca fe

Lo

e

at ur

s

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e

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Pr us fe

of in g

at

D

ity

rs

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fo r ct ur

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ta

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un

tif

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M

D

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BLUE OCEAN STRATEGY ANALYSIS FOUR ACTIONS FRAMEWORK

HIGH

Netflix

MeetUp

Tinder

Amazon

Lynda

Facebook group

Movie theatres

Home

Abac.us

LOW

Competitor Spider Map

COMPETITOR SPIDER MAP

ABAC.US VS. NETFLIX / MEETUP / TINDER

Meet up

5

Scalability

Flexibility

User-Friendly

Real Life

10 5

Scalability

Flexibility

Digital

User-Friendly

Real Life

10 5

Scalability

0

0

0

Digital

15

15

15 10

Social

Social

Social

Flexibility

Tinder

Digital

User-Friendly

Real Life

COMPETITOR SPIDER MAP

ABAC.US VS. AMAZON / LYNDA / FACEBOOK GROUP

Lynda

Amazon Social

Flexibility

5

Scalability

Flexibility

10 5

Scalability

Flexibility

Digital

User-Friendly

Real Life

10 5

Scalability

0

0

User-Friendly

Real Life

15

15

0

Digital

Social

Social

15 10

Facebook Group

Digital

User-Friendly

Real Life

COMPETITOR SPIDER MAP

ABAC.US VS. HOME / MOVIE THEATRE

Home

Movie Theatre

Social 10 5

15

Scalability

Flexibility

0

Digital

10 5

15

Scalability

Flexibility

0

User-Friendly

Real Life

Social

Social

15

Flexibility

Abac.us

Digital

5

Scalability

0

User-Friendly

Real Life

10

Digital

User-Friendly

Real Life

COMPETITOR SPIDER MAP ABAC.US VS. COMPETITORS

Social

Social

Flexibility

Flexibility Scalability

User-Friendly

Digital

Real Life

Scalability

User-Friendly

Digital

Real Life

SPIDER MAP INSIGHTS

The spider diagram allows us to look at key characteristics of Abac.us and itâ&#x20AC;&#x2122;s competitors. We can visualize the importance of each characteristic in relation to trends in our industry marketplace. By overlaying our competitor spider maps with the spider map for Abac.us, white space can be seen at the convergence of the digital and real-life segement, as well as the real life and user friendly segements of business strategy.

Investor: Sony Television Providers Hollywood,Disney(producers)

Smart Devices

Video Streaming

Content Licensing

DVD companies Out sourcing (Out-sourcing)

Viewing Content Original License

USPS FedEx

Recommendation System

High diversity of content opinions

Immediate streaming/ no wait time

Low/ reasonable price

Mobility.

Convenient

Updated content

Self-service Automated services

Everyone who loves movie&TV

Internet users

Website iOS apps Video game Retail

Knowing what content will be popular

Variable cost Depending ton subscription

Service and cost

Legal cost Operational licensing cost costs

Marketing tech/ development

Monthly subscriptions

Advertisement Income

DVD (domestic)

From teenager to over 60

NETFLIX VALUE PROPOSITION

For streaming consumers who are seeking legal access to the digital media database in the comfort of their home, Netflix provides personalized service expressed in the custom suggestions of digital content for each customer without the interruption of advertising.

Sponsors and Group organizers

Connecting User

Promoting meetings

Platform to bring people together

Easy to meet others with similar interests

Real life connections

Mass / with special interests anyone & everyone

Facilitates an experience Meet new / other customers

Social, Active, Outgoing

Application & Website

Network Building

Diversity of group options

1) Cost of meeting

2) Cost for group organizers

Pay to create a group ( Free to join)

Promotional / sponsorship programs

Monthly subscription $12 - $20

Prepaid Meet ups

MEETUP VALUE PROPOSITION

For special interest users who are seeking group activities in their areas of interest, MeetUp provides a digital platform for connecting local group organizers and group attendees to create real life experiences for people to interact offline.

CULTURAL PROBE Our cultural inquiry aims to solve the equation of what to do on a Friday night. By giving users freedom to build their own equations, we can uncover popular trends and scenarios for our primary abac. us events.

The use of hashtags allows us to merge real world trends with digital messaging, while providing a trackable measure of popularity and interest.

1 BACKGROUND SUMMARY

The convenience of online television and movie streaming has crazed the digital media markets across the United States. More people than ever are spending more time than ever watching their favorite TV series and movies from their couches and in their beds. Though this evolving culture of digital media stay-at-homerâ&#x20AC;&#x2122;s is testament to technological capabilities of our time, we are similarly losing a major part of the viewing community experience - the part that happens in real life. The human connection dwindles while companies such as Netflix, Hulu, Amazon and iTunes, pull us more deeply into our screens and more horizontal on our sofas.

2 PROJECT OVERVIEW/ COMPANY INFORMATION Abac.us is the only social network to create real-life communities centered around digital media interests for people in similar geographic areas to share the wondrous experiences of digital media together. We crave to flip the switch on getting stuck in the world of the solo #showhole, bringing back the importance of personal connection, meeting new people, and interpersonal skills to the digital media realm. We realize that, of course, we all need our own time. All we are hinting at is a chance to make memories with friends, old and new, like we used to at the drive-in theater. Who knows, if you join one of our events, you might even meet that someone special!

3 DRIVERS

The convenience of online television and movie streaming has crazed the digital media markets across the United States. More people than ever are spending more time than ever watching their favorite TV series and movies from their couches and in their beds. Though this evolving culture of digital media stay-at-homerâ&#x20AC;&#x2122;s is testament to technological capabilities of our time, we are similarly losing a major part of the viewing community experience - the part that happens in real life. The human connection dwindles while companies such as Netflix, Hulu, Amazon and iTunes, pull us more deeply into our screens and more horizontal on our sofas.

4 AUDIENCE

You. Everyone. Together.

The popularity of online dating and social media has laid a solid groundwork that has mentally prepared you to meet someone whose online profile you find yourself interested in. Though it might get you shakin’ a bit in your boots, ultimately, meeting new people via Abac.us is as easy as a poke or a swipe right! You’re already doing this! You’ll just be doing it differently with (abac).us.

5 COMPETITORS Our primary competitors fall into three key groups. The first is companies that offer online viewing and digital media services.

These include Netflix, Hulu Plus, HBO Go, Amazon, Ticketleap, and iTunes. These services provide viewers with a method for viewing digital media online in a way that is pleasurable and desirable. The second group of competitors involves services and networks that bring people together in real life or online based on similar interest(s). These companies include MeetUp, Vungle, MeetMe, Facebook groups, Watch2gether, and Google Hangouts. The third group of competitors are online dating services. These include Match.com, OkCupid, e-Harmony and Tinder.

Abac.us differentiates itself from these competitors by finding an area of convergence among the three. Abac.us bridges the world of digital viewing and the realm of real-life connections by using the former to facilitate the latter. In this way, we can reap the benefits from the already successful world of online digital viewing with peopleâ&#x20AC;&#x2122;s ongoing desire to make human connections, meet new friends, and avoid loneliness. Abac.us turns its foes into its friends. :) Be like abac.us.

4 COMPETITORS

You. Everyone. Together.

The popularity of online dating and social media has laid a solid groundwork that has mentally prepared you to meet someone whose online profile you find yourself interested in. Though it might get you shakin’ a bit in your boots, ultimately, meeting new people via Abac.us is as easy as a poke or a swipe right! You’re already doing this! You’ll just be doing it differently with (abac).us.

6 TONE

We will communicate via our app, website, social media advertisements, poster pin-ups, TV and YouTube commercials, and word of mouth--spread the word! #casual #fun #approachable #laughter #friendly #easygoing #relaxing #simple #engaging #sociable #nosolo #nofomo (fear of missing out) #yolo #newfriends #goodtimes #fridaynight #partytime #birthday #excited

7 MESSAGE

Itâ&#x20AC;&#x2122;s totally possible to enjoy the conveniences and reap the benefits of digital media out in the real world, with people you donâ&#x20AC;&#x2122;t know yet. Abac.us will make all this happen for you and more.

8 PROJECT OVERVIEW/ COMPANY INFORMATION

Are we developing new images?

YES!

Who for? Our users and potential users What are they? App design, print ads, website content, social media imagery, e-vites, logo, promo videos Where are we shooting?

At the abac.us events

Why are we doing this? To generate authentic, well-designed visuals to engage both current and potential users and to convey our social network culture in a non-verbal way

9 DETAILS Mandatory info: User Profile needs to be created (location, digital media preferences, basic bio information, schedule,

and payment method).

Deliverables: Custom app, custom website, hosting site partnerships, user group matches, and viewing equipment.

Preconceived ideas: people are lonely when watching digital media, people are willing to socialize, people want to

meet new friends/partners, subgroups with similar interests, large group of users already use some method of

viewing digital media.

Format parameters: ? help please!

Limitations and Restrictions: number of viewers per event restricted by hosting venue size, website and app

constraint during design, commercial compliances, payment plan, and user group formations.

Timeline/Schedule: (insert Gantt chart).

Budget: Goal is $100k to $120k (Custom App: user profile database, clean interactive UI, location services, data

matching across users).

10 PEOPLE

We report directly to Professor Madame Kwela Sabine Hermanns. Professor Madame Kwela Sabine Hermanns approves our work. Professor Madame Kwela Sabine Hermanns needs to be informed of our progress. We do this by any means necessary (i.e.. in-class presentations, process book updates, blog updates, and group discussions).

Checkpoint 1: WHO ARE YOU?

1. Who are you?

2. What do you do?

Checkpoint 3: WHAT’S YOUR VISION? 3. What’s your vision?

Checkpoint 4: WAVE AREare YOU RIDING? 4.WHAT What wave you riding?

Checkpoint 5: SHARES THE BRANDSCAPE? 5. WHO Who shares the brandscape?

6.WHAT What makes you the ‘only’?

Checkpoint 6: MAKES YOU THE “ONLY”?

7. WHAT What should you addORorSUBTRACT? subtract?

Checkpoint 7: SHOULD YOU ADD 8. Who loves you?

Checkpoint 8: WHO LOVES YOU? 9. Who’s the enemy?

Checkpoint 9: WHO’S THE ENEMY? 10. What do they call you?

Checkpoint 10: WHAT DO THEY CALL YOU? 11. How do you explain yourself?

Checkpoint 11: HOW DO YOU EXPLAIN YOURSELF? 12. How do you spread the word?

Checkpoint 12: SPREAD THE with WORD? 13. HOW HowDO doYOU people engage you?

Checkpoint 13: DOdo PEOPLE ENGAGE WITH YOU? 14. HOW What they experience?

15. WHAT HowDO doTHEY you earn their loyalty?

Checkpoint 14: EXPERIENCE? 16.HOW HowDOdoYOU youEARN extend your success?

Checkpoint 15: THEIR LOYALTY? 17. How do you protect your portfolio?

Checkpoint 16: HOW DO YOU EXTEND YOUR SUCCESS? Checkpoint 2: WHAT DO YOU DO? (less than 12 words.)

It’s time to Zag!

Checkpoint 17: HOW DO YOU PROTECT YOUR PORTFOLIO?

1 WHO ARE YOU?

Our passion lies...In revitalizing human connections through scenarios in digital media viewing platforms. Think old-time drive-in and theater experiences.

2 WHAT DO YOU DO?

Our core purpose is to reinvigorate real-life human connections through hosted events based around digital media.

3 WHATâ&#x20AC;&#x2122;S YOUR VISION?

Our passion lies...In revitalizing human connections through scenarios in digital media viewing platforms. Think old-time drive-in and theater experiences.

4 WHAT WAVE ARE YOU RIDING? We are riding the trend waves of binge watching, convenience of viewer services, online dating, online learning, multi-tasking/background noise of digital media (TVs at bars, restaurants, etc), foodie culture, local businesses, share economy, experience over saving, millennialism, and group watch...

We are riding anti-trends of social isolation, â&#x20AC;&#x153;showholesâ&#x20AC;?, interconnected isolation (social media as a primary means of communication), stranger danger #bingewatching #dontwatchalone #viewingparty #season1 #premiere

5 WHO SHARES YOUR BRANDSCAPE? What makes our company UNIQUE is its ability to reinvigorate the declining popularity of the theater experience. We mesh the real-life aspects of going to the theater with the digital media realm and social media to create a hybrid platform of real-life experiences based around trends present in digital media.

6 WHAT MAKES YOU THE â&#x20AC;&#x153;ONLYâ&#x20AC;??

Our social network Is the ONLY service That creates real-life communities from digital media interests.

What: The only social network How: to create real-life communities centered around digital media interests Who: for people Where: in similar geographic areas Why: to experience digital media with people they might otherwise not meet When: throughout the week and on weekends.

7 WHAT SHOULD YOU ADD OR SUBTRACT? 1. Different categories for viewing groups (aba.kiss, abac.fit, abac.premiere, etc.)

2. Most competitors involve enjoying digital media alone and we are returning back to the previous trend of meeting in real life as humans still strive for connection in an age of digital, but impersonal, connectivity.

8 WHO LOVES YOU? Digital media consumers, lonely people, people wanting a new experience, physical/ local hosting sites that generate new revenues and brand loyalties, anyone who has an affinity for digital viewing and friends

9 WHOâ&#x20AC;&#x2122;S THE ENEMY? Meet-up groups that are not centered around digital media (we have to vie for their users) and traditional movie theatres

10 WHAT DO THEY CALL YOU? STRONG NAMES

WEAK NAMES

abac.us

Viewing Community

ViWe

Digital MeetUp

CrowdSurf

Hangout

11 HOW DO YOU EXPLAIN YOURSELF? Meet-up groups that are not centered around digital media (we have to vie for their users) and traditional movie theatres

12 HOW DO YOU SPREAD THE WORD? Through cooperation with local restaurants, organized events like Movie Night and Movie Marathon. Also by marketing and promoting core functions first, then gradually expanding the service type and customer groups, Internet companyâ&#x20AC;&#x2122;s network to promote and finally, promotion via customer word of mouth

13 HOW DO PEOPLE ENGAGE WITH YOU? Using the Blue Ocean Strategy, we have uncovered white space areas that most competitors have not infiltrated yet. We are selling both an online service and offline service - a product that connects people in real-life through platforms they already use and enjoy.

14 WHAT DO THEY EXPERIENCE? Our major touchpoints include word of mouth, a website interface, an application based interfaced real-life local events and parties, print advertisements/editorial coverage, and invitations/e-vites

15 HOW DO YOU EARN THEIR LOYALTY? Customer loyalty is maintained via the stable quality of services and products, continuous promotion and marketing, through selected group tiers and membership levels, high attentiveness to breakdown of customer options and preferences, easy to use interfaces, and pleasurable experience.

16 HOW DO YOU EXTEND YOUR SUCCESS? Expand the field by not only adding and improving core functionality, but constantly adding new features, physical products, brandâ&#x20AC;&#x2122;s subdivision, and eventually operating as an umbrella corporation for a variety of similar products and services.

17 HOW DO YOU PROTECT YOUR PORTFOLIO? Steady development, exercising caution when making decisions, focusing on maintaining positive brand linkages, and not expanding outside of our predefined boundaries.

First abac.us event!

Feb.17th, 2016 @In Vino Veritas

For our first abac.us prototype, we chose to do an abac.edu event. We created a custom video with a local wine expert in order to teach viewers more about wine and proper tasting techniques. We chose this video content because viewers would then be able to actually implement what they had learned at the bar by purchasing wine after the video. We felt this would be a great way to merge the digital and real-world content of the event.

VIDEO PRODUCING

We filmed our video at a local bar in Savannah. We created a basic storyboard, but gave our guest and wine expert, Scott, freedom in his lines and explanations in order to make the video as informative and natural as possbile. After learning from Scott, our group was filmed testing his advice in order to encourage viewers to do the same.

VIDEO PRODUCING

DURING THE EVENT The event was a success! We sent out digital invites to several friends and were happy to have them arrive and stay much longer than the event technically lasted.

Attendees said that they both learned something of value from the video and had a great time.

Additionally, our event caught the attention of those passing by. This gave us an opportunity to pitch and present our social network to those outside the SCAD community. The feedback was very positive with several people saying they would love to use this app if it were real!

VIDEO PRODUCING This event was a great way to put our ideas and theories to the test. Through real-time prototyping, we were able to observe aspects of our social network that we had not yet realized. One was how to quickly engage unfamiliar but interested patrons.

Another was about faciliating hosting venue relationships and providing them with a protocol book for running events when we are not able to be in attendance ourselves.

Ada + Eli + Gabi + Scarlett + Stephen DMGT 720 Professor Kwela Hermanns

PHASE 1: Internal PHASE 2: Tech Development

$$$ TECH

User Testing

(3) Back End Developers

Hosting Fees

Developers/ Code

Online Payment Portal

COMPANY Insurance

Legal

Partners

Wine & Dine

Fees Protocol Trademarks General Advice

Scan-In Entry Feature

Salaries & Wages Fancy Chairs Volunteers Interns

Accounting

Rent Utilities

Taxes

MARKETING Advertising

HubSpot (Data Analysis)

Hosting

Venue Users

Competitor Analysis

Physical Posters Production Fees Promotion Events

Competitor Research

Abac.us Pet Digital Ads Celebrities

?

ACCOUNTS Viewing Platforms Youâ&#x20AC;&#x2122;re already paying for the service, why not make money off it?

COST STAGES

WEBSITE

Hosting Fees Disaster Contracts

PHASE 4: Expand & Scale

POTENTIAL STRATEGY

APP

(1) Front End Developer

PHASE 3: Gain Access/Promotional Events

Commercial Contracts

Do corporate contracts exist?

EVENTS Abac.us Library Contracts

Ticketing Service

Planning Photography Protocol Book

Facilities

Viewing Equipment

Rental Contracts 1. Equipment 2. Hosting Venues 3. Influencers 4. Local Sponsors

Personnel

Decoration/Event Design

In order to begin our budgeting process, we listed and categorized every part of our social network development that would cost money. In so doing, we began with more obvious topics, like app development, but later discovered less obvious areas like office furnishings and contract development.

EXPENDITURE ANALYSIS CALCULATION OF APP DEVELOPMENT

CALCULATION OF RENT

• Expect to develop abac.us app in 15 months

• 8th Street / Congress Avenue, Austin, TX

• One front end engineer for ios app, $78,000 / year, = $97,500 / 15 months

• 3,100 sqft with 5 offices, a kitchen, a conference room, and open space

• One front end engineer for Android app, $86,000 / year, = $107,500 / 15 months

• $16.5/sqft/year, rising 2% every year

• Two backend engineers, each $125,000 / year, = total $312,500 / 15 months • One data scientist (one month only), = $10,000 / month

• First 12 months = $51,150 • Next 6 months = $26,086.5 • Total cost of rent for 18 months = $77,236.5

• Total cost of app development = $527,500 CALCULATION OF EQUIPMENTS CALCULATION OF SALARY

• 2 printers @ $200/each = $400

• $57,000 / year / principals (average salary for designers in Austin, TX,)

• 3 desktops @ $1,600/each = $4,800

• Total cost of salary for 18 months = $427,500

• 5 laptops @ $1,900/each = $9,500 • 1 set of kitchen equipment @ $1,200 • Total cost of equipments = $18,850

• 1 plotter @ $950

• 1 monitor @ $2,000

EXPENDITURE ANALYSIS CALCULATION OF FURNITURE • 5 tables @ $460/each = $2,300

CALCULATION OF OFFICE SUPPLIES • 1 conference table @ $980

• 5 fancy chairs @ $1,129/each = $5,645 • 6 ordinary chairs @ $138/each = $828 • 5 shelves @ $120/each = $600

• $100 per person per month (paper for office using, tape, ink, food & drink, etc.)

• Total cost of office supplies for 18 months = $9,000

• 2 couches @ $1,200/each = $2,400

• 10 lamps @ $40/each = $400

CALCULATION OF MARKETING

• Total cost of furniture = $13,153

• Advertising: $15,000/month (Includes posters in resturants and theatres, web videos, social media, etc.)

CALCULATION OF ART AND DECORATIONS • 5 paintings @ $680/each = $3,400 • 15 plants @ $15/each = $750

• Travel for sales pitches: 2 principals = 2 flight tickets @ $500/each + hotel $500 x 10 times/year = $15,000 / year • Total cost of marketing for 18 months = $292,500

• 10 mirrors @ $49/each = $490 • Total cost of art and decorations = $4,640

CALCULATION OF LEGAL • Lawyer fee for $4,860 / year, rising 5% every year • Total cost of legal for 18 months = $7,411.5

EXPENDITURE ANALYSIS CALCULATION OF APP DEVELOPMENT • Trademark @ $325 / 10 years * 3 trademarks • CLASS 38 (Telecommunications) • CLASS 41 (Education and entertainment) Education; providing of training; entertainment; sporting and cultural activities • CLASS 42 (Computer, scientific & legal) Scientific and technological services and research and design relating thereto: industrial analysis and research services; design and development of computer hardware and software; legal services.

• Total cost of intellectual property rights for 18 months = $975

TOTAL EXPENDITURE IN 18 MONTHS $527,500 @ app development + $427,500 @ salary + $77,236.5 @ rent + $18,850 @ equipments + $13,153 @ furniture + $4,640 @ art&decorations + $9,000 @ office supplies + $292,500 @ marketing + $7,411.5 @ legal + $975 @ IPR • Total expenditure for 18 months = $1,378,766

ABAC.US EXPENDITURE ANALYSIS (2/1/2016 - 7/31/2017)

ART AND DECORATIONS

APP DEVELOPMENT Quantity

Salary (USD/year)

Duration (month)

Total cost (USD)

Unit price (USD)

Quantity

Total cost (USD)

Front end engineer for ios

1

78,000

15

97,500

Paintings

680

5

3,400

Front end engineer for Android

1

86,000

15

107,500

Plants

50

15

750

Backend engineers

2

125,000

15

312,500

Mirrors

49

10

Data scientist

1

120,000

1

10,000

Developers

527,500

Types

OFFICE SUPPLIES

SALARY Period

Unit salary (USD / year)

Quantity

Duration (month)

Total cost (USD)

Feb.1 2016 - Jan.31 2017

57,000

5

12

285,000

Feb.1 2017 - July.31 2017

57,000

5

6

142,500.00 427,500

RENT Period Feb.1 2016 - Jan.31 2017 Feb.1 2017 - July.31 2017

Area

Unit price (USD/sqft/year)

Duration (month)

16.5

12

51,150

16.83

6

26,086.50

3,100

Total cost (USD)

Unit cost (USD/person/month)

Quantity

Duration (month)

Total cost (USD)

100

5

18

9,000 9,000

MARKETING Unit cost (USD/month)

Duration (month)

Total cost (USD)

Advertising

Types

15,000

18

270,000

Travel for sales pitches

1,250

18

LEGAL Period Feb.1 2016 - Jan.31 2017

Unit price (USD)

Quantity

Total cost (USD)

Printers

Types

200

2

400

Ploter

950

1

950

Desktops

1,600

3

4,800

Laptops

1,900

5

9,500

Monitor

2,000

1

2,000

Kitchen equipments

1,200

1

1,200

22,500 292,500

77,236.50 EQUIPMENTS

490 4,640

Feb.1 2017 - July.31 2017

Unit cost (USD/hour) 100

Duration (hour)

Total cost (USD)

40

4,860

21

2,551.50 7,411.50

INTELLECTUAL PROPERTY RIGHTS Types Trademarks

Unit price (USD)

Quantity

Total cost (USD)

325

3

975 975

18,850

1,378,766

FURNITURE Types

Unit price (USD)

Quantity

Total cost (USD)

Tables

460

5

2,300

Conference table

980

1

980

1,129

5

5,645

Ordinary chairs

138

6

828

Shelves

120

5

600

Couches

1,200

2

2,400

40

10

Fancy chairs

Lamps

400 13,153

Our total amount that we will be seeking from angel investors for our first round of development is $1,378,766. This will cover the entire necessary app development and our salaries and company expenses for the first 18 months. Then we will be ready to launch the app and begin turning a profit :)

DGMT 720 I PITCH FRAMEWORKS I ABAC.US 1. The One-Word Pitch View -Party 2. The Pixar Pitch Once upon a time there was a city called Showhole.

Every day, the people of Showhole sat alone in their beds and watched their favorite TV shows and movies.

One day, a particular resident of Showhole named Wendy discovered the Abac.us app.

Because of that, she realized how lonely she had become and how badly she wanted real life connections with people in her life.

Because of that, Wendy decided to start a viewing community in Showhole so people could watch their favorite shows and movies together.

Until finally, abac.us had helped Wendy organize viewing parties every day of the week.

3. The Obituary Pitch 70 years ago an application was born that saved us from losing touch with one another. During a time when our heads were constantly down looking at our iPhones, our Tablets, our TVs, and our laptops, Abac.us was the reminder that what matters in life the human connections we have with one another. Personal connection, sharing moments, and making memories together while also being able to watch our shows, catch our favorite flicks, and soak up knowledge from the digital realm - that is what Abac.us brought back to us and back to what it means to be alive.

To this day, Abac.us will remain in our hearts thanks to the persistence and hardwork of co-founders Ada, Eli, Gabriella, Scarlett and Stephen - who’s legacies live on through their incredible, very much alive, staff.

4. The Beaming Pitch Review Abac.us is an amazing service! No matter if you are new to town, or have been in the city for years, abac.us can always offer your life an unexpected new experience.

The app is super customizable and let’s me choose which events I want to go to based on content, location, and guest list. My wife and I met on abac.us at a House of Cards season premiere and we’ve been married for 3 great years!

5. The Proud Grandparent Pitch My Grandson just started a company! They plan parties that let people watch TV and movies together. They also show educational videos! It’s even pushing kids to spend less time on their smart phones and more time together making new friends.

Abac.us even has a service for seniors that will pick us up and drive us to their events!

My whole bridge club went last week and it was a lot of fun.

My granddaughter cooperation with some people started a company, she’s busy every day, often flying all over the world, one can see the company's advertising everywhere, and there are also special activities for our older, I also participated in, I'm very proud of her.

6. The Three-Act Play in Three Sentences Act 1 - Sally was a confident, beautiful young woman Act 2 - One day, Sally moved to a new city and knew not a soul.

Act 3 - Low and behold, Sally discovered a service called Abac.us which used her favorite TV shows and movies to help her meet new friends meet 7. The Haiku Pitch Catch a movie (4), watch a show (3), make friends (2), fall in love (3)! That is Abac.us (5)

8. The Drunken Hemingway Pitch It is a good time to be alive because it is a perfect time to be with one another. There is nothing social or educational about digital media unless you view it with your friends and Abac.us. And then, it’s not only digital but also memories that you can treasure for a life long time.

10. The Painting Pitch

9. The Three-Minute Pop Song Pitch What a wonderful shindig

The Art In Island Museum in Manilainteract with 3D paintings

I see House of Cards, Walking Dead too I see them played for me and you And I think to myself What a wonderful shindig I see South Park and Family Guy The guffaw impressed day and the sarcasm sacred night And I think to myself What a wonderful shindig Seurat, 1884 A Sunday Afternoon on the Island of La Grande Jatte

The party of the abac.us So pretty in the town Is also on the faces Of people walking around I see friends shaking hands Saying, "How do you do?"

They're really saying: "I love it!"

I hear people laugh, I watch them delight They’ll enjoy much more than alone at home And I think to myself What a wonderful shindig Don't you think Eli was right?

What a wonderful shindig You were right, man` 11a. The Pick Up Line Pitch Boy: Hey girl, do you like math?

Girl: No. Boy: Well how bout I solve your problem for you. View plus you equals us.

Girl: Clever!

Minions

Piet Mondrian Trafalgar Square, 1937-42

11b. Find a Youtube Video That Represents Your Company https://www.youtube.com/watch?v=kdj9k4js w-c

Dima Karabchievsky Bar La Cucaracha in San Miguel

Rothko White Center, Yellow, Pink and Lavender on Rose, 1950

The pitch framework exercise was a creative practice that we initially completed individually. Then, we came together as a group to combine our pitch ideas. These non-traditional pitching styles were very helpful when honing our idea. Our favorites were the Pixar Pitch and the 3-minute pop song!

Knowledge

Persuasion Continued Adoption

Later Adoption

Discontinuance

Continued ti Rejection

need to engage and avoid discontinuance

Implementation

Decision AdoptionR

ejection

need to make persuasion stronger for unsure adopters

ideal path future adopters potential problems

This diffusion model is an adaptation of Everett Rogersâ&#x20AC;&#x2122; description of the diffusion process in Diffusion of Innovations. This map helps us to see our ideal diffusion path and note how it differs from less favorable alternatives. Noting where potential users may deviate from the ideal diffusion path helps us to make preventative changes in order to improve adoption and retention rates for abac.us users.

THE FUTURE OF ABAC.US

APP DEVELOPMENT FUNDING PHASES

&

FINAL PRESENTATION

11 March 2016 Winter Quarter Final

THANK YOU! DMGT 720 TEAM USER EXPERIENCE HOTPOT

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Harvard Business Review Press.

Knight, Joseph. (2016, February). Telephone and email interview: app development.

Martin, Gary. (6 November 2014). Retrieved from https://fstoppers.com/diy/turn-virtually-any-logo-photo-booth-catch-light-modifier-43496 (Mashable). (16 May 2013). Retrieved from http://mashable.com/2013/05/16/star-trek-dating-websites/#yZANL4d8mSqY Mud, Sweat, and Tears. Retrieved from http://mudsweat-tears.com/classes-studio-rental/ Neumeier, M. (2007). Zag: The number-one strategy of high-performance brands: A whiteboard overview. Berkeley, CA: AIGA. Nobel, Akzo. Retrieved from http://www.coloribus.com/adsarchive/online-casestudy/dulux-dulux-color-run-20028405/ (Online Athens). (22 August 2015). Retrieved from http://eliteuga.com/2015/08/22/will-ugas-starting-qb-please-stand-up/ Premium Label Outlet. Retrieved from http://www.premiumlabel.ca/outlet/fathers-day-guide/ Ramin, Martin. (Football Bars). Retrieved from http://nymag.com/restaurants/features/38934/ Rayner, Karly (Movie Pilot). (6 October 2014). Retrieved from http://moviepilot.com/posts/2320834 Rogers, E. M. (1983). Diffusion of innovations. New York: Free Press.