1. Courtesy
REWARD YOUR COMMUNITY, REWARD YOURSELF
Team 26
Justin Law
Sam Guleff
John Fulgoni
Srikar Chinam
January 16th, 2015
Interviews
Last 24 hours: 16
Total: 90

2. Courtesy 2.0
COME SEE WHAT YOU’RE MISSING
Team 26
Justin Law
Sam Guleff
John Fulgoni
Srikar Chinam
January 16th, 2015
Interviews
Last 24 hours: 16
Total: 90

3. Courtesy
COURTESY COURTESY 2.0 (THE PIVOT)
Courtesy 2.0
Material rewards
is sufficient
incentive
University
Management is
Interested in
promoting the
community
Local Businesses
want to
efficiently reach
out to students
Hypotheses
Pain Points

4. Courtesy
BUSINESS MODEL CANVAS – DAY 1

5. Courtesy
BUSINESS MODEL CANVAS – DAY 1

6. Courtesy
BUSINESS MODEL CANVAS – DAY 3

7. Courtesy
BUSINESS MODEL CANVAS – DAY 5
Key Partners Key Activities
Key Resources
Value Proposition
Users
Customers
Customer Relationships
Get Users
Keep Users
Grow Users
Channels
Customer Segments
Users
Customers
Revenue Streams
Students / Faculty
Cost
University
administration
Incoming students
Word of mouth
Student organizations
Departments
Social media
Department
adoption
Mobile app
Event
recommendation
Finding events
quickly and
efficiently
Software
development
Technology
platform
Website
Personalized
event
recommendation
Hosting
Software
development
Marketing
General
administrative
Hosting provider
App store
University
administration
Students groups
Unaffiliated parties
Increase student
participation
Better outreach
Access to student
network
Department event
funding
Predict event
attendance rate
Improve resource
utilization
Online payment
processors
Pay for event hosting
Natural language
processing
Recommendation
engine
Predictive
analytics
Mobile app
developers
Data scientists
Students groups
Better outreach
Students groups
New Crossed OutLegend:

8. Courtesy
STATE OF OUR BUSINESS
CUSTOMERS
USERS
Discovery of early evangelists (Last 12 Hours)
 Blast Marketing to Facebook groups, Email (1k users)
 Community bulletin board posters
Verbal agreement from one NYU department, Columbia
Data Science, and Teacher’s College to demo service
 $1.00 per student R.S.V.P. (or) subscription TBD
Verbal agreement from Columbia Journalism, Columbia
Law to demo service
 Pilot program only, currently not interested in paying
2
3
22
Completed first product delivery

9. Courtesy
120 DAY STRATEGY
• Refine website
• Branding and name refresh
• Build machine learning recommendation engine
• Refine and develop iOS and Android app
• Seek additional talent to support development
Key Activities
• Develop relationship with 5 departments to pilot
• Gain support of university administration
• Continue customer and user validation refining MVP
as needed
Key Partnerships
• Register for AWS
• Enroll in Apple App Developer program
Key Resources
Customer Relations
• Begin Guerrilla marketing strategy
• Utilize social media to promote application
• Develop customer retention programs

10. Courtesy
FUTURE STATE OF THE BUSINESS – WHERE DO WE GO?
Attendees
Courtesy 2.0
Professors Unaffiliated
Events
Administration
Better utilization of resources
Replacement of ticketing system
Improve and predict participation rate
Remove email constraints
CRM platform for events
Access to full university network
Statistics on events
List and host events
Find event space
Statistics and surveys from events
Attract the most interested students
Networking
Personalized recommendation
Personalized recommendation
Integration with personal calendar
Ticketing
Where to go after event
Cab sharing
Networking
Legend
Potential partner
Potential revenue stream

11. Appendix

12. Courtesy
Customer Profiles
Busy Betty
Lazy LisaOutstanding Oscar
Activity Director
Andrew
Student Group Leader.
Plans events in advance and
hates when his group
members don’t show up.
Doesn’t read emails.
Consistently misses events.
Complains to professors that
they didn’t reach out.
Plans events for his department.
Loses money on catering when he
buys too much food for an event.
Wants to get more students in seats.
Hard working student.
Aware of events on campus, but too
busy to attend many.
Wants to know details in advance.

13. Courtesy
BUSINESS MODEL CANVAS – DAY 2

14. Courtesy
BUSINESS MODEL CANVAS – DAY 4
Key Partners Key Activities
Key Resources
Value Proposition
Users
Customers
Customer Relationships
Get Users
Keep Users
Grow Users
Channels
Customer Segments
Users
Customers
Key Resources Revenue Streams
Students / Faculty
Cost
University
administration
Incoming students
Word of mouth
Student organizations
Departments
Social Media
Department
adoption
Mobile app
Event
recommendation
Advertising
University funding
Finding events
quickly and
efficiently
Software
Development
Technology
Platform
Website
Personalized
event
recommendation
Hosting
Software
development
Marketing
General
administrative
Hosting Provider
App Store
University
Administration
Advertising
Platform
Students groups
Unaffiliated parties
Increase student
participation
Better outreach
Access to student
network
Department event
funding
Predict event
attendance rate
Improve resource
utilization
Online payment
processors
Pay for event hosting
Students groups

15. Courtesy
VALUE PROPOSITION
Event Organizers Students
Current State
University Management
Personalized
recommendations
for events
Find events faster
and easier
Future State

16. Courtesy
DISTRIBUTION CHANNELS / REVENUE MODEL
Students
Mobile App Stores Student Clubs
University
Administration
Online Payment Processors
$1.00 per R.S.V.P.
-2.9%+.30 per transaction
Subscription model T.B.D.

17. Courtesy
GET STRATEGY
Initial Market Adoption
Market Adoption
Awards
Promotions
Leader boards
Blogs App Store Rank
Integrate with
social media
Press
Product videos
Social
Media Word of
Mouth
Guerilla
Tactics
Student
organizations
Online
communities

18. Total Market Size
All Universities
in the world
$6 billion
Segmented
Market Size
All Universities in
USA
$1.49 billion
Our
Opportunity
Ivy League
Universities
$2.9 million
• Assuming the average event size is 30 people, the number of students per event
we provide is 20%, and that 60% of the events are planned through Courtesy
• Assuming we make $1 per student provided to events
Courtesy
Source: National Centre for Education Statistics, US news, statista.com
MARKET SIZE

19. Courtesy
CUSTOMER SEGMENTS
University
Management
Students
Seeks
interesting
events
Limited
knowledge
of events
Unwilling to
sign up for
all Listserv
Lacks time
to search
for events
Gets
frustrated
Seeks
participation in
events
Posts events in
traditional
method
Dissatisfied with
current
participation
Gets frustrated

20. Courtesy
MVP

21. Courtesy
GUERILLA MARKETING

22. Courtesy
SAMPLE EMAIL FROM OUR SERVICE
Hello vv2122@columbia.edu,
You’ve mentioned that you like Hiring Sessions by Tech Corporations, so
we believe you would like these events:
J.P. Morgan Corporate Client Banking Info Session
Date: January 21, 2015 from 5:00pm to 6:00pm EST
Location: The Center for Career Education, Conference Room
Contact: For further Information regarding this event, please
Center For Career Education by sending email to
careereducation@columbia.edu
LinkedIn Info Session
Date: January 22, 2015 from 11:30am to 1:30pm EST
Location: Schapiro Center, Davis Auditorium
Contact: For further Information regarding this event, please
Center For Career Education by sending email to
careereducation@columbia.edu
Google, Inc. Info Session
Date: January 29, 2015 from 11:30am to 1:30pm EST
Location: Schapiro Center, Davis Auditorium
Contact: For further Information regarding this event, please
Center For Career Education by sending email to
careereducation@columbia.edu

23. Courtesy
CHANGES MADE PER DAY
5
15
3 3
16
9
10
7
Day 2 Day 3 Day 4 Day 5
Changes Made Per Day
Crossed Out New Hypotheses

24. KP KA
KR
VP CR
C
CS
Key Resources RS$