1. Solving Today’s Sponsorship Problems

2. OVERVIEW > Our Vision
To solve the problems between sponsors and
nonprofits using online technology, while
enhancing the sponsorship relationship among
all stakeholders.

3. OVERVIEW > Our Strategy / Product
Assumptions on
Product Business Model
? Canvas (B.M.C.)
Strategy
?
To solve the problems between sponsors and
Vision nonprofits using online technology, while enhancing
the sponsorship relationship among all stakeholders.

4. OVERVIEW > 1st Problem
2 Sided Market : Who’s First?
Sponsors First
Nonprofits First

5. OVERVIEW > 1st Solution
Target one side!
We chose Nonprofits!
• Easier accessible
Yeah!!!
• They need sponsorship

6. OVERVIEW > Our Classic B.M. Canvas
Our assumptions to help nonprofits with sponsorship

7. OVERVIEW > Our Classic B.M. Canvas
We believed
- Brand visibility &
- Logo management
were big issues with nonprofits.

8. OVERVIEW > OAP Focus
The Plan
Determine market Understand riskiest
1 size/opportunity part of BMC 2
Opportunity
Analysis
Test Hypotheses Create hypotheses
4 based on risk 3

9. MARKET ANALYSIS >

10. MRKT ANALYSIS > Nonprofit Mrkt
1.6M $1.4Tr in
Nonprofits Expenditure
in the US in 2009
A lot of nonprofits & they spend a lot

11. MRKT ANALYSIS > Sponsorship Mrkt
Companies spend a lot on sponsorship!
Global Sponsorship US Sponsorship Corporate Cause
Market (2011) - Market (2011) - Spending (2011) -
$48B $18B $1.6B

12. MRKT ANALYSIS > Assumptions
What if…. • Nonprofits pay $5 to
$25 per month for a
solution
• 30% of nonprofits have
website (480,000)
• 5% of those with
websites purchase a
solution (24,000)

13. MRKT ANALYSIS > Summary
Revenue assumptions from nonprofits.
Total US Market Size:
$96M to $480M
$0 $$$$
US Market Opportunity: US Corp Cause Spending:
$1.4M to $7.2M $1.8B

14. MRKT ANALYSIS > Sponsor Corps
Any revenue from sponsor companies?
Coming soon to a PPT slide near you!
After we complete nonprofit analysis

15. UNDERSTAND RISK >

16. UNDERSTAND RISK > ON B.M. Canvas
Value Prop is riskiest. Nothing else matters...
…until Value Prop is validated

17. UNDERSTAND RISK > ON B.M. Canvas
Next Step:
Create assumptions to test if
nonprofits want a solution for:
- Brand visibility &
- Logo management

18. HYPOTHESIS ASSUMPTIONS >

19. HYPOTHESIS > Create Assumptions
UVP to create
Assumptions
(1) They are looking for sponsorship
(2) they currently have sponsors (3)
They will want Bar if it is free (4)
They can install the bar (themselves
or through developer) (5) They can
add Bar to their Sponsorship Levels
(6) They will add logos to the Bar (7)
They will sell the bar to Sponsors (8)
They are looking for creative ways
(9) They will consider the pop-up as
a form of advertising (10) They
don't mind brands social advertising
about other events on their
site, once they get more
sponsorship in return

20. HYPOTHESIS > Test Plan
Assumptions to create
Interview Questions
(1) They are looking for sponsorship
(2) they currently have sponsors (3)
They will want Bar if it is free (4)
They can install the bar (themselves
or through developer) (5) They can
add Bar to their Sponsorship Levels
(6) They will add logos to the Bar (7)
They will sell the bar to Sponsors (8)
They are looking for creative ways Landing Page Test
(9) They will consider the pop-up as to create
a form of advertising (10) They
don't mind brands social advertising
about other events on their
site, once they get more
sponsorship in return

21. TEST HYPOTHESIS ASSUMPTIONS >

22. TEST HYPOTHESIS > Location
27 nonprofits
15 face-to-face Interviews
Customer Observation on landing page

23. TEST HYPOTHESIS > Learning (2 of 8)
1
The solution (and new value proposition) should address
helping nonprofits with increasing & managing resources to
get more sponsorship. Only 1 out 11 nonprofits said they
would be interested in proposed solution immediately
2 The solution should take into consideration the ability to help
nonprofits who have not started looking for sponsorship.

24. TEST HYPOTHESIS > Learning (4 of 8)
3 Nonprofits tend to look for sponsors in their value-chain and
geographical location (impact zone).
4 Sponsors visibility was the highest importance to
nonprofits, but it was never listed as problem. Therefore, the
conclusion is - nonprofits believe they are giving sponsor
companies the best visibility they can get.

25. TEST HYPOTHESIS > Learning (8 of 8)
5
The solution must not present the sponsor’s brand like an
advertisement, and our value proposition should not include
the word “advertising” in it.
6 The solution should should be compatible with wordpress
plugin and drupal.
7 Logo management is not necessary.
8
The landing page does not clearly explain the solution and
the benefit. It also does not address the nonprofits biggest
challenges - no time & resources.

26. WHAT WE LEARNED >

27. LEARNING > Dig Deeper
- Our UVP Failed 

28. LEARNING > Dig Deeper
- Our UVP Failed 
- But we have not
tested it with Sponsor
Companies 

29. LEARNING > Dig Deeper
- Our UVP Failed 
- But we have not
tested it with Sponsor
Companies 
- Were our interviews
done right? 

30. NEXT STEPS >

31. NEXT STEPS > Use Lean B.M. Canvas
Separate UVP into Problem & Solution Hypotheses
To test whether solution or problem failed.

32. NEXT STEPS > Test New Hypothesis
Test new UVP (and old UVP)
through Solution / Problem
Hypothesis

33. NEXT STEPS > Interview Process
Use Ash Maurya’s Interview Process

34. STILL Solving Today’s Sponsorship Problems
And continuing to OEP!