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StartUp for a Brand
svitmam.ua – from niche social network for mothers to monetized online-community
Agenda
1. “It’s the business model, stupid!”
Discovering the value creation recipe of Niche
Social Network
2. Let’s check out if it works..
Building a social network (startup) for a brand
in Ukraine
3. Key conclusions
Agenda
1. “It’s the business model, stupid!”
Discovering the value creation recipe of Niche
Social Network
2. Let’s check out if it works..
Building a social network (startup) for a brand
in Ukraine
3. Key conclusions
Niche social network
Business-Model
Agenda
1. “It’s the business model, stupid!”
Discovering the value creation recipe of Niche
Social Network
2. Let’s check out if it works..
Building a social network (startup) for a brand
in Ukraine
3. Key conclusions
Online-community
Business Model
Target Audience
 Primary: Women from 20 to 40 years who are
pregnant with children up to 2 years (in all cities of
Ukraine).
 Secondary: Women from 20 to 40 years with children
up to 8 years, their husbands, relatives (in all cities of
Ukraine).
27.10.2010 © New Social Communications
Business challenge
 Creating long-term, self-developing
ecosystem for Ukrainian mothers
on the Internet, using and
monetizing the most out of the
Internet.
 Obtain long-term tool of 0-cost
for communication, loyalty and
sales for a brand
27.10.2010 © New Social Communications
The first Ukrainian social network created specially for
moms, as well as those who help them
svitmam.ua
svitmam.ua
Value Drivers into Processes
Processes into Actions
What did we do
Knowledge and
recommendations
• Unique Articles
• A unique video guide
to pregnancy
• Pregnancy calendar
Pushing UGC
Access to products and
services of partners pool
• Free expert consultation
• Events from partners
• Special offers from our
partners
• Services
Pushing UGS from partners
Attractive user
Community
• 10 000 registered moms
• 35 000 users in social
media (active groups in with
own activities)
• Offline events
With each new "mom"
community is more
attractive
Monetization = value for Brand
Self-developing
community of TA
Possibility of high-
quality contact with
the TA
• Media banners
• Non-standard activities
• Branding
Share the costs of
maintaining and
developing
• Partners of the network
Building
relationships
and trust
Long term partner
Competitor entry
Barriers
An additional sales
channel
Market place
Digital-
- club
Agenda
1. “It’s the business model, stupid!”
Discovering the value creation recipe of Niche
Social Network
2. Let’s check out if it works..
Building a social network (startup) for a brand
in Ukraine
3. Key conclusions
Key conclusions
 Niche social network – new view for existing niches
 Existing market
 Existing customers
 But superior solution for consumers with social
functionality and media content
(which old niche project do not have)
 Great potential to capture the market
 Business model – DNA of every project
 Is a must for every project
Q&A
Kiev City Horizon Tower
42-44 Shovkovychna St.
01601 Kiev, Ukraine
T 38 (044) 490 12 76, F 38 (044) 490 12 00
M 38 (099) 383 51 63
m.pecherskyy@newstrategies.com.ua
Maksym Pecherskyy
Chief Executive Officer

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Maksym Pecherskyy - StartUpfor a Brand

  • 1. StartUp for a Brand svitmam.ua – from niche social network for mothers to monetized online-community
  • 2. Agenda 1. “It’s the business model, stupid!” Discovering the value creation recipe of Niche Social Network 2. Let’s check out if it works.. Building a social network (startup) for a brand in Ukraine 3. Key conclusions
  • 3. Agenda 1. “It’s the business model, stupid!” Discovering the value creation recipe of Niche Social Network 2. Let’s check out if it works.. Building a social network (startup) for a brand in Ukraine 3. Key conclusions
  • 5. Agenda 1. “It’s the business model, stupid!” Discovering the value creation recipe of Niche Social Network 2. Let’s check out if it works.. Building a social network (startup) for a brand in Ukraine 3. Key conclusions
  • 7. Target Audience  Primary: Women from 20 to 40 years who are pregnant with children up to 2 years (in all cities of Ukraine).  Secondary: Women from 20 to 40 years with children up to 8 years, their husbands, relatives (in all cities of Ukraine). 27.10.2010 © New Social Communications
  • 8. Business challenge  Creating long-term, self-developing ecosystem for Ukrainian mothers on the Internet, using and monetizing the most out of the Internet.  Obtain long-term tool of 0-cost for communication, loyalty and sales for a brand 27.10.2010 © New Social Communications
  • 9. The first Ukrainian social network created specially for moms, as well as those who help them svitmam.ua
  • 11. Value Drivers into Processes Processes into Actions
  • 12. What did we do Knowledge and recommendations • Unique Articles • A unique video guide to pregnancy • Pregnancy calendar Pushing UGC Access to products and services of partners pool • Free expert consultation • Events from partners • Special offers from our partners • Services Pushing UGS from partners Attractive user Community • 10 000 registered moms • 35 000 users in social media (active groups in with own activities) • Offline events With each new "mom" community is more attractive
  • 13. Monetization = value for Brand Self-developing community of TA Possibility of high- quality contact with the TA • Media banners • Non-standard activities • Branding Share the costs of maintaining and developing • Partners of the network Building relationships and trust Long term partner Competitor entry Barriers An additional sales channel Market place Digital- - club
  • 14. Agenda 1. “It’s the business model, stupid!” Discovering the value creation recipe of Niche Social Network 2. Let’s check out if it works.. Building a social network (startup) for a brand in Ukraine 3. Key conclusions
  • 15. Key conclusions  Niche social network – new view for existing niches  Existing market  Existing customers  But superior solution for consumers with social functionality and media content (which old niche project do not have)  Great potential to capture the market  Business model – DNA of every project  Is a must for every project
  • 16. Q&A Kiev City Horizon Tower 42-44 Shovkovychna St. 01601 Kiev, Ukraine T 38 (044) 490 12 76, F 38 (044) 490 12 00 M 38 (099) 383 51 63 m.pecherskyy@newstrategies.com.ua Maksym Pecherskyy Chief Executive Officer