Venture Lab 2012 | Technology Entrepreneurship | STARK Team | Urban Agenda lo-fi prototype OAP

YEAH! FINALLY! ANY PLAN??

OOPS… NO IDEA…

Finally Friday…

DON’T WORRY, I HAVE A GREAT SOLUTION: “URBAN AGENDA”! SO… !

WITH THIS MOBILE APP YOU CAN: –SEARCH FOR THE EVENTS THAT TAKE PLACE NEAR YOU AND NOW !!

WITH THIS MOBILE APP YOU CAN: –SEARCH FOR THE EVENTS THAT TAKE PLACE NEAR YOU AND NOW !!

WITH THIS MOBILE APP YOU CAN: –SEARCH FOR THE EVENTS THAT TAKE PLACE NEAR YOU AND NOW !!

ALSO WE CAN PLAN THE NEXT WEEKEND!! WITH AN ADVANCED SEARCH!!

ALSO WE CAN PLAN THE NEXT WEEKEND!! WITH AN ADVANCED SEARCH!!

OR, IF YOU WANT, LOOK FOR DETAILS, PRICE, SCHEDULES!! BUY TICKETS AND SHARE THE EVENTS!!

OR, IF YOU WANT, LOOK FOR DETAILS, PRICE, SCHEDULES!! BUY TICKETS AND SHARE THE EVENTS!!

OR, SEE WHAT YOUR FRIENDS ARE DOING !, CHAT WITH THEM!, ARRANGE A MEETING!

OR, SEE WHAT YOUR FRIENDS ARE DOING !, CHAT WITH THEM!, ARRANGE A MEETING!

EVEN YOU CAN CONNECT WITH YOUR FAVOURITE SOCIAL NETWORKS !!!

EVEN YOU CAN CONNECT WITH YOUR FAVOURITE SOCIAL NETWORKS !!!

WOW !!

CUSTOMERS

URBAN AGENDA

PARTNERS

• FREE

• PREMIUM VERSION

get Urban Agenda for….

• ADVERTISING

• TICKETS SALE

benefits from Urban Agenda through…

PROFITS

+

FACE TO FACE INTERVIEWS

We asked them (9 male and 8 female, ages from 23 to 65+, all them smartphone owners) about the main features of Urban Agenda: • preferred feature:

• 12 chose “Now & Here“ • 3 chose “Buying tickets”

FACE TO FACE INTERVIEWS

We decided to focus the product on the “Now & Here” and “tickets purchase” capabilities. The chat and planning tools were not significantly appreciated by the users "I plan better on Web“. (Raquel, 32 years old)

“I will like to use augmented reality to find the event venue". (Roberto, 35 years old)

• As 20% of the potential customers would pay for the service we go for a “freemium” model.

• The premium users will have access to

Augmented Reality capabilities as well as reduced prices on ticked purchase.

CUSTOMERS SURVEY

The lo-fi prototype was presented to customers http://prezi.com/ox6_eeprpl7x/urban-agenda/

These are the results:

GENRE

CUSTOMERS SURVEY

Male 54%

Female 46%

<31 years 14%

31-45 78%

> 45 years 8%

AGE

CUSTOMERS SURVEY

Android 58%

iOS 28%

Others 14%

SMARTPHONE

CUSTOMERS SURVEY

Our prototype will be first targeted to Android smartphones as it can be tested by a broader audience.

A few times per week 10%

Once a week 20%

A few times per month

32%

Once a month 21%

Less than once a month

17%

FREQUENCY ATTENDING SPORT CULTURAL EVENTS

CUSTOMERS SURVEY

User profiling. The events will be checked several times per month.

Cinema 25%

Classical music concerts

4%

Exhibitions, conferences

19% Others 5%

Parties 10%

Pop/Rock music concerts

13%

Sports 9%

Theatre 15%

KIND OF EVENTS

CUSTOMERS SURVEY

A wide variety of events will be appreciated by customers.

Others 1%

Social networks (Facebook,

Twitter, etc.) 20%

Internet (blogs, etc.) 32%

Traditional media (newspaper,

radio, TV) 22%

Friends 25%

FINDING INFORMATION

CUSTOMERS SURVEY

There is not a dominant billboard for finding event. Business opportunity.

Connect to social networks

3%

Meet with friends through

the chat 4%

Plan the weekend (My

Plan) 8%

Purchase tickets 16%

Find near events (Now & Here)

69%

APP TOOLS VALORATION

CUSTOMERS SURVEY

“Now & Here” event finder and purchasing tickets are the most valuable features.

Very good 13%

Good 58%

Fair 27%

Poor 1%

Very poor 1%

APP VALORATION

CUSTOMERS SURVEY

Prototype validation by customers.

Yes 27%

No 73%

PAYMENT APP

CUSTOMERS SURVEY

“Freemium” model can be applied by adding extra value.

Since most people opt for a free model, we consider necessary to talk with potential partners to prove interest in advertising on the platform as well as offering discount tickets on the same.

PARTNER FEEDBACK

CAPACITY OF THE VENUES

> 100 52%

51 to 100 31%

10 to 50 17%

PARTNER FEEDBACK

SCHEDULED EVENTS PER MONTH

> 20 37%

11 to 20 29%

5 to 10 22%

< 5 12%

PARTNER FEEDBACK

ADVANCE TICKET DISCOUNT?

Yes 68%

No 32%

AVERAGE TICKET PRICE: 15.1$

Tickes can be purchased through Urban Agenda to take advantage of these discounts.

PARTNER FEEDBACK

MAIN ADVERTISING CHANNEL USED

Others 4%

Social networks 45%

Internet (blogs,portals)

39%

Traditional media (radio,TV)

12%

PARTNER FEEDBACK

HOLD A WEBPAGE/SOCIAL NETWORK PAGE FOR PROMOTING EVENTS

Yes 78%

No 22%

PARTNER FEEDBACK

WOULD YOU PAY FOR ADVERTISING YOUR BUSINESS IN URBAN AGENDA?

Yes, if it brings more customers

72%

No 28%

Advertising is a potential income channel. Our lo-fi prototype got good acceptance from our partners.

PARTNER FEEDBACK

- Most of the partners agreed that they will participate if the GUI is easy to use.

WOULD YOU ADD YOUR EVENTS TO THIS APP?

PARTNER FEEDBACK

MARKET ANALYSIS

GLOBAL TICKETING MARKET

• Global ticketing market in Spain: 2 980 MM€ • Online ticketing purchase market in Spain: 200 MM€ • Crisis in Spain is strongly affecting the ticketing market, as well as all

the leisure market, but ticket sales by electronic means is increasing in recent years around 40% annually, compared with non remote sales

0

500

1000

1500

2000

2500

3000

3500

High growth potentialRemote

Not Remote

MARKET ANALYSIS

ONLINE TICKET PURCHASE IN SPAIN

Entradas See Tickets 17%

TicketMaster - TickTackTicket -

Servicaixa 3%

Ticketbis - Eventbis 2%

Ticketea 2%

Atrapalo (*est) 15%

El Corte Inglés (*est) 3%

Other 58%

More than half of the market is very fragmented, between online sales through its own means or local/regional small companies. Source: BORME (Official Bulletin of the Commercial Registry of Spain)

MARKET ANALYSIS

SMARTPHONES IN SPAIN

• Spain is one of the countries with highest percentage of smartphones.

MARKET ANALYSIS

ANDROID IS THE MOST USED OPERATING SYSTEM

Android 42%

iOS 24%

BlackBerry 16%

Symbian 4%

Otros 14%

MARKET ANALYSIS

TARGET MARKET ANALYSIS

Total Available Market: 200 MM€

Served Available Market: 200 x 44% Smartphone x 66%

iOS + Android = 58,08 MM€

Target Market: 58,08 MM€ x % of

fragmented (no owner) market

(58,45%) = 33,94 MM€

MARKET ANALYSIS

STARK TEAM

Alfonso Tienda Paula Salvador Pedro Olivares

Rubén Salvador Victor Benkovsky

Thank you for watching!