CRUX Your Climb Sherpa
Thursday, May 31, 12
CRUX - The single most difficult portion of a climb, what makes the grade
Thursday, May 31, 12
“This is what we do... Walk around to different rocks and try to climb them. It’s problem solving. We spend the day problem solving.”
Thursday, May 31, 12
CRUX OF THE PROBLEM There is a lack of a cohesive and comprehensive system to support rock climbers, that is encompassing, integrated and simple to use The majority of climbers are not being reached by existing climber support systems, instead only Professionals are being targeted, about 2% of the total US market The current way topographic maps are produced is slow and cumbersome, making for a very expensive product There are over 20,000 documented climbing areas world wide, of which only a small fraction have guide books, and of those only 6 are available on a mobile platform New climbing areas are being found every day by climbers at all levels and Access fund members make up less then 1% of the population
Thursday, May 31, 12
CRUX Your Climb Sherpa
• CONCEPT • Thursday, May 31, 12
CRUX SOLUTION Enable climbers to co-produce and utilize a database of climbs. Providing descriptions, experiences, and in system topographic map builder Provide climbers with an engaging community for sourcing knowledge from other climbers as well as climbing magazine partners Enable friendly competition between climbers with a data base that tracks individual climbers progress based on the difficulty of the sent problems and number of attempts before completion. Additionally allowing climbers to see ranking globally as well as local, friends and gym ranking Promote ecology existing climbing areas and acquisition of access to new ones with key partners like the Access Fund
Thursday, May 31, 12
ENHANCING SERVICES -Helps you find climbing partners -Helps you find gyms (by Location) -Helps you find climbs (by area and then location) -Forums -Equipment Deals -Nutrition
Thursday, May 31, 12
MISSION
To provide ALL climbers with the ultimate tool for climbing support and information
Thursday, May 31, 12
CRUX VALUES Community Collaboration Competition Condition Conservation & Captivation
Thursday, May 31, 12
CRUX Your Climb Sherpa
• PERSONAS • Thursday, May 31, 12
CRUX USERS SEGMENTS SEGMENTATION GRID Year 1
Climbing Activities > TRIP PLANNING CURIOUS CLIMBER FIRST TIME CASUAL MOTIVATED CLIMBER BEGINNER INTERMEDIATE PROFESSIONAL CLIMBER ADVANCED OPEN
^ Climber Types
Thursday, May 31, 12
TRAINING ASSISTANT
PACKING GUIDE
WHETHER UPDATES
HELP MAKE FRIENDS
HELP FIND CLIMBS
HELP FIND GYMS
GENERATE COMPETITION
GUIDE TO NUTRITION
Year 3
Year 2 DOCUMENT CLIMBS
GENERATE TOPOS
PROMOTES ECOLOGY
DARING DEREK - 32 YEARS OLD - LAWYER - DISPOSABLE INCOM OF $170,000 A YEAR - TODAY IS THE FIRST TIME HE HAS CLIMBED SINCE HIS CHILD HOOD FRIENDS BAR MITZVAH - STARTED CLIMBING BECAUSE OF A CLIENT TEAM BUILDING EVENT WITH OTHER COLLEGES
CURIOUS CLIMBER Level of Climbing Ability
PAINS -Lack of Knowledge (lost) -Words he dose not understand -Sore from the work out
WHAT DOES HE THINK AND FEEL?
CURIOUS CLIMBER
-Challenged -Discouraged -Wants to learn more -Sore from the work out
WHAT DOES HE HEAR?
-Hungry
-First Time Climbers -Casual Climbers The curious climber has recently discovered climbing and has become interested in the sport and wants to learn more Possible channels of discovery -Self curiosity -Group event -Learn from a friend
GAINS
-Complexity a bit over whelming -Other climbers climb -Safety very cautious -A challenge
-Advice and Beta -Words he dose not understand -Encouragement
-Learning -Finding climbs to suit strengths -Fitness health WHAT DOES HE SEE?
-Falls and Fails -Talks to other climbers -Asks for help WHAT DOES HE SAY AND DO?
Thursday, May 31, 12
AMBITIOUS ALISON - 23 YEARS - FRESHMAN STUDYING ENVIRONMENTAL ENGINEERING - DISPOSABLE INCOM (STILL DEPENDENT ON PARENTS) - CLIMBS IN A GYM 3-4 TIMES A WEEK FOR 4 HOURS -CLIMBS OUTSIDE 6-7 TIMES A YEAR - STARTED CLIMBING 4 YEARS AGO BECAUSE OF HER BROTHERS LOVE OF THE SPORT
MOTIVATED CLIMBER Level of Climbing Ability
PAINS -Reaches a limit frustrated at not getting better faster -Hard to find the knowledge he wants -Reliance on others
WHAT DOES HE THINK AND FEEL? WHAT DOES HE HEAR?
MOTIVATED CLIMBER
-Inspired to improve -Reaches a limit frustrated at not getting better faster -Wants to learn on own, but needs help
-Beginner Climbers -Intermediate Climbers The motivated climber strives to improve their skills. They have started climbing in competitions and have begun using climbing lingo in day to day conversations. In training they work on developing form and technique. Likely to have climbing gym memberships.
-Better climbers and is inspired -Climbing videos online -Reads climbing magazines
-Advice -Competitions
GAINS -Motivation from others -Words he dose not understand -Sore from the work out
-Trains to become a better climber -Talks to other climbers -Researches climbing trips -Share on Social Media
WHAT DOES HE SEE? WHAT DOES HE SAY AND DO?
Thursday, May 31, 12
PRO-PAUL - 23 YEARS - FRESHMAN STUDYING ENVIRONMENTAL ENGINEERING - DISPOSABLE INCOM (STILL DEPENDENT ON PARENTS) - CLIMBS IN A GYM 3-4 TIMES A WEEK FOR 4 HOURS -CLIMBS OUTSIDE 6-7 TIMES A YEAR - STARTED CLIMBING 4 YEARS AGO BECAUSE OF HER BROTHERS LOVE OF THE SPORT
PROFESSIONAL CLIMBER Level of Climbing Ability
PAINS -Nothing is useful -Highly dispersed -Sore from the work out
-Advanced Climbers -Open Climbers This group has the greatest ability to buzz in the market because of their experience and notoriety. They are the section of the climbing community that leads discussions on forums answer questions appear in magazines. They are the people blazing the trail finding and sending new problems and discovering new climbing locations.
WHAT DOES HE THINK AND FEEL? WHAT DOES HE HEAR?
PROFESSIONAL CLIMBER -Competitive -Lives to climb/ Climbs to live -Others accomplishments
-Climbing News -Locations of Perfect lines -Others accomplishments
-Endless opportunity for new climbs -Perfect lines
GAINS -Encompassing service -Ability to edit mistakes -Group sourced so less error -Happily Gives advice to other climbers when asked -Blogs about climbing experiences -Sets climbing problems
WHAT DOES HE SEE? WHAT DOES HE SAY AND DO?
Thursday, May 31, 12
CRUX Your Climb Sherpa
• MARKETING MIX • Thursday, May 31, 12
CRUX TARGET SEGMENTS PROJECTED ANNUAL MARKET EXPANSION (BY REGION) Insight: Climbing Services in US are lacking compared to EU Expand: US then Americas & SE Asia then Europe & Africa
Thursday, May 31, 12
Year 1
Year 2
Year 3
CRUX TARGET SEGMENTS PARTICIPATION BY TYPE OF CLIMBING SPORT
33%
BOULDERING
40.6% Year 1-2 Target Market
Thursday, May 31, 12
TRADITIONAL
ICE
23.2% 2.9% Year 3+
CRUX TARGET SEGMENTS SEGMENTATION GRID Year 1
Climbing Activities > TRIP PLANNING CURIOUS CLIMBER FIRST TIME CASUAL MOTIVATED CLIMBER BEGINNER INTERMEDIATE PROFESSIONAL CLIMBER ADVANCED OPEN
^ Climber Types
Thursday, May 31, 12
TRAINING ASSISTANT
PACKING GUIDE
WHETHER UPDATES
HELP MAKE FRIENDS
HELP FIND CLIMBS
HELP FIND GYMS
GENERATE COMPETITION
GUIDE TO NUTRITION
Year 3
Year 2 DOCUMENT CLIMBS
GENERATE TOPOS
PROMOTES ECOLOGY
CRUX SERVICE OFFERING CRUX is support community for rock climbers that love challenge, discovery and friends; Members will be able to compete with friends, document and share newly discovered climbs as well as learn from top climbers from around the world. Unlike 8a.nu, CRUX will encourage climbers, from beginner to advanced, to engage in friendly competition within friend groups, gyms and the greater climbing community. In turn promoting fitness and camaraderie Unlike The Crag, CRUX will allow climbers to document new climbs, and new climbing areas (both indoor and out). Additionally CRUX hopes to have a separate section for the documentation of “Urban Climbs�
Thursday, May 31, 12
CRUX SERVICE PRICING Price
CRUX Unlimited
CRUX Plus
CRUX Free
$98 a year
$48 a year
FREE
Thousands of climbs available instantly Document and rate your climbs CRUX social Get your Ranking
limited 14 days
Compete with friends
limited 14 days X
No advertising Sync with up listing from other sites
X
X
Offline mode on your desktop
X
X
Offline mode on your mobile
X
X
Exclusive content
X
X
Thursday, May 31, 12
MARKETING Crux will initially be promoted through three key channels: 1. Endorsements by climbers at the professional level ( CRUX PROS ) These climbers, who have been key in the development of CRUX, have agreed to promote CRUX as trendsetters and knowledgable sharers, within the greater climbing community. PROS are highly vocal and visible, regularly contributing to blogs and forums, as well as being featured in climbing magazines. These climbers will also be key in the initial co-production of the climber resources and topographic generation. As compensation for there efforts CRUX endorsees will receive, free CRUX Unlimited Memberships and a monetary compensation based on referrals and hype generation (mentions that appear publicly). Additionally CRUX plans to subsidize travel expenses.
Thursday, May 31, 12
MARKETING Crux will initially be promoted through three key channels: 2. Partnerships with climbing gyms and climbing competition organizers One of CRUX’s main objectives is to provide a service that is beneficial to climbers not just at the professional level but, at the beginner and intermediate levels as well. Initially CRUX plans to target key gyms to access climbers who love the sport, but may be not be able to travel much or compete in large competitions. CRUX intends to hook these climbers by offering free limited time Premium subscriptions to members at several of the largest climbing gyms in the country
Thursday, May 31, 12
MARKETING Crux will initially be promoted through three key channels: 3. Guerrilla Advertising The CRUX Experience, as a unique and engaging video advertisement, will be circulated by way of youtube and vimeo. Links will be posted on popular social media channels such as facebook and twitter (#climbing #bouldering #CRUX). At climbing competitions representatives will give CRUX swag (shirts, hats, with the CRUX logo, as well as QR code style links to the CRUX home page where the above video will also be featured. An other Guerrilla tactic, involves the utilization of ideas borrowed from another counterculture. CRUX plans to generating stencils, initially for our team of professional endorsees that will be tagged on newly discovered climbs/boulders using chalk for pigment. The tags would have the CRUX logo, the name of the climber and a number that when entered by a CRUX members would give them points toward rewards such as membership and gear discounts.
Thursday, May 31, 12
POST-DELIVERY CRUX Customer Retention and Brand Loyalty: CRUX will host nation wide contests for CRUX users with prizes and points CRUX will employ a customer referral system, with points and rewards High quality support, we listen to customer feed back and Time invested not worth doing over with someone else
Thursday, May 31, 12
CRUX ADDITIONAL REVENUE STREAM Crux Will collect Data on the climbing community FIRST YEAR PLAN The first year CRUX plans on doing extensive marketing in the climbing community. Gaining as many new users as possible. The data that these climbers generate will be extremely valuable to large out door retailers and manufactures of climbing specific products as well as rock gyms. CRUX will use this information as additional revenue to supplement as well as a way to build relationships with with climbing gyms
Thursday, May 31, 12
CRUX Your Climb Sherpa
• PROTOTYPING • Thursday, May 31, 12
PHONE INTERVIEWS WITH CLIMBERS
Thursday, May 31, 12
Thursday, May 31, 12
PHONE INTERVIEWS WITH CLIMBERS
Thursday, May 31, 12
Thursday, May 31, 12
CRUX
CRUX
log in
Your Climb Sherpa
CRUX Unlimited 30 day free trial
CRUX Your Climb Sherpa
Thursday, May 31, 12
CLICK NOW!
/ sign up
CRUX Your Climb Sherpa
• CRUX FUTURE • Thursday, May 31, 12
REQUIREMENTS
SLAB ROCK
Thursday, May 31, 12
INVERTED ROCK (OVERHANGING)
VERTICAL ROCK
motio Thursday, May 31, 12
motio
SEE
HEAR
TRACK
motio
RECORD
INFORM
Thursday, May 31, 12
motio The device features an RGB camera, depth sensor and multi-array microphone running proprietary software, which provide full-body 3D motion capture, facial recognition and voice recognition capabilities
Brightest pico-projector in the world (250 lumens). It has a DLP (WVGA, 3000x4800) engine and it runs iOS software, and of course has Wi-Fi & blue tooth on board. It has 8GB of internal memory
Thursday, May 31, 12
motio
sync
Thursday, May 31, 12
motio
Thursday, May 31, 12
BUM P 1
CRUX & motio
Thursday, May 31, 12
START
2