1. ORIGINAL IDEA = CUSTOMIZED WORKOUT PLATFORM FOR ATHLETES
ORIGINAL MARKET = ADOLESCENT ATHLETES IN ALL MAJOR SPORTS
UNITS = # of people
# OF CUSTOMERS INTERACTED WITH = 4,009 (147 in person/phone interactions)
March2012

2. OUR TEAM:
TIM HADE TODD BRANCHFLOWER
MBA 2012 MS EE 2012
B.S. USAF Academy B.S. USAF Academy
PETE VLASTELICA PAUL LEARY
Mentor PhD Biology 2016
Founder of YardBarker B.S. UC Santa Cruz
March2012

3. Key Key Value Customer Customer
partners activities proposition relationships segments
Existing Great Content Athlete/Parent Acquisition 0 – 18 Months
Trainer expertise Intuitive Design Better Results Personal / Automated
Low Cost Athletes
Hopeful Convenient Retention Coaches
Industry Experts Community Development
Automated / Co-created /
Athletes Coaches Community Parents
Sales/Marketing Better Results School Boards / Rec
Data Solutions Programs
Education Upselling
Monitoring Personal / Web-based
Convenient
Low Cost
Key resources Channels
School Board
Content expertise Better Results Coaches
Web Design / Low Cost Direct sales
Development Web-based
Customer Acquisition /
Retention
Athletes
Web-based
Cost structure Revenue streams
- Content Production
- Customer Acquisition/Service Subscription
- Infrastructure Advertising
Athletes (individual) Qualified leads
- Talent to Expand (if necessary) Coaches (teams)
www.businessmodelgeneration.com

4. STEP #1: GETTING OUT OF THE BUILDING
DECISION
MAKER =
Coach
ACTION NUMBER = 64
ECONOMIC We directly spoke with 64 coaches
BUYER = School and observed 10+ team workouts
Admin/AD during this process
RECOMMENDERS = School
Boards
INFLUENCERS = Peers/Parents
USERS = High School Athletes
Key Learning #1: Coaches are the gateway to our market. Need to
build product with their needs in mind.
March2012

5. Key Key Value customer customer
partners activities proposition relationships segments
Existing Great Content Athlete/Parent Acquisition 0 – 18 Months
Trainer expertise Intuitive Design Better Results Personal / Automated
Low Cost Athletes
Hopeful Convenient Retention Coaches
Industry Experts Community Development Parents
Automated / Co-created /
Athletes Coaches Community School Boards / Rec
Sales/Marketing Better Results Programs
Data Solutions
Education Upselling
Monitoring Personal / Web-based
Convenient
Low Cost
Key resources Channels
School Board
Content expertise Better Results Coaches
Web Design / Low Cost Direct sales
Development Web-based
Customer Acquisition /
Retention
Athletes
Web-based
Cost structure Revenue streams
- Content Production
- Customer Acquisition/Service Subscription
- Infrastructure Advertising
Athletes (individual) Qualified leads
- Talent to Expand (if necessary) Coaches (teams)
www.businessmodelgeneration.com

6. Key Key Value customer customer
partners activities proposition relationships segments
Existing Great Content Athlete/Parent Acquisition 0 – 18 Months
Trainer expertise Intuitive Design Better Results Personal / Automated
Low Cost
Hopeful Convenient Retention
Industry Experts Community Development
Automated / Co-created / COACHES
Athletes Coaches Community
Sales/Marketing Better Results
Data Solutions
Education Upselling
Monitoring Personal / Web-based
Convenient
Low Cost
Key resources Channels
School Board
Content expertise Better Results Coaches
Web Design / Low Cost Direct sales
Development Web-based
Customer Acquisition /
Retention
Athletes 64
Web-based
Cost structure Revenue streams
- Content Production
- Customer Acquisition/Service Subscription
- Infrastructure Advertising
Athletes (individual) Qualified leads
- Talent to Expand (if necessary) Coaches (teams)
www.businessmodelgeneration.com

7. STEP #2: SEGMENTING THE COACH MARKET
D4 D3 D2 D1
In-House
Strength
Coach
Personal
Trainer
BENEFIT
Do It D3
Yourself
D2
COST D1
D4
Key Learning #2: We believe our product appeals to about 88% of HS
football coaches.
March 2012

8. Key Key Value customer customer
partners activities proposition relationships segments
Existing Great Content Athlete Acquisition 0 – 18 Months
Trainer expertise Intuitive Design Better Results Personal / Automated
Low Cost
Hopeful Convenient Retention
Industry Experts Community Development
Automated / Co-created / COACHES
Athletes Coaches Community
Sales/Marketing Better Results
Data Solutions
Education Upselling
Monitoring Personal / Web-based
Convenient
Key resources Low Cost Channels
Content expertise Coaches
Web Design / Direct sales
Development Web-based
Customer Acquisition /
Retention
Athletes 64
Web-based
Cost structure Revenue streams
- Content Production
- Customer Acquisition/Service Subscription
- Infrastructure Advertising
Athletes (individual) Qualified leads
- Talent to Expand (if necessary) Coaches (teams)
www.businessmodelgeneration.com

9. Key Key Value customer customer
partners activities proposition relationships segments
Existing Great Content Athlete Acquisition 0 – 18 Months
Trainer expertise Intuitive Design Better Results Personal / Automated
Low Cost COACHES
Hopeful Convenient Retention
Industry Experts Community Development
Automated / Co-created /
Athletes
Sales/Marketing
Coaches Community • D1
Better Results
Data Solutions
Education Upselling
Monitoring
Convenient
Personal / Web-based • D2
Low Cost
Key resources Channels
• D3
Content expertise Coaches
Web Design / Direct sales
Development Web-based • D4
Customer Acquisition /
Retention
Athletes
Web-based
64
Cost structure Revenue streams
- Content Production
- Customer Acquisition/Service Subscription
- Infrastructure Advertising
Athletes (individual) Qualified leads
- Talent to Expand (if necessary) Coaches (teams)
www.businessmodelgeneration.com

10. STEP #3A: COMMUNICATING WITH TARGET MARKET
Direct Email
Google/FB Search Google Display
Key Learning #3: Direct email is the most efficient way for us to
generate traffic, but without partners, this approach isn’t scalable
March 2012

11. STEP #3B: COMMUNICATING WITH TARGET MARKET
Display $40/Day
Search $20/Day Search $40/Day Display $20/Day
Learned how to
manage networks
Key Learning #4: We can scale display advertising to meet our goal of
300 new visitors/day…and we think we can afford it
March 2012

12. STEP #4: VISITORS ≠ USERS
NO FREE TRIAL (FEB 6 & 7) FREE TRIAL (FEB 21 & 22)
VISITORS = 1140 VISITORS = 245
VIEWED REGISTRATION PAGE = 274 VIEWED REGISTRATION PAGE = 56
(24%) (23%)
USERS = 24 USERS = 32
R2U CONVERSION RATE = 8.7% R2U CONVERSION RATE = 57%
Key Learning #4: Bringing visitors to the site is not enough. Product
education is essential to converting visitors into paying users.
March 2012

13. Key Key Value customer customer
partners activities proposition relationships segments
Existing Great Content Athlete Acquisition 0 – 18 Months
Trainer expertise Intuitive Design Better Results Personal / Automated
Low Cost COACHES
Hopeful Convenient Retention
Industry Experts Community Development
Automated / Co-created /
Athletes
Sales/Marketing
Coaches Community • D3
Better Results
Data Solutions
Education Upselling
Monitoring
Convenient
Personal / Web-based • D4
Low Cost
Key resources Channels
Content expertise Coaches
Web Design / Direct sales
Development Web-based
Customer Acquisition /
Retention
Athletes
Web-based
64
Cost structure Revenue streams
- Content Production
- Customer Acquisition/Service Subscription
- Infrastructure Advertising
Athletes (individual) Qualified leads
- Talent to Expand (if necessary) Coaches (teams)
www.businessmodelgeneration.com

14. Key Key Value 3855
customer customer
partners activities proposition relationships segments
Existing Great Content Athlete VISITORS 0 – 18 Months
Trainer expertise Intuitive Design Better Results • Direct email best,
requires partner to
Low Cost
scale
COACHES
Hopeful Convenient
Industry Experts Community Development • SEM scalable, display
best, need $
Athletes
Sales/Marketing
Coaches • D3
Better Results
Data Solutions USERS
Education
• Product education
Monitoring
Convenient
critical, free trial ness. • D4
Low Cost
Key resources Channels
3855
Content expertise Coaches
Web Design /
Development Direct sales
• Camps, clinics,
Customer Acquisition / conventions
Retention
Web-based
64
• Direct email, SEM
Cost structure Revenue streams
- Content Production
- Customer Acquisition/Service Subscription
- Infrastructure Advertising
Athletes (individual) Qualified leads
- Talent to Expand (if necessary) Coaches (teams)
www.businessmodelgeneration.com

15. STEP #5: WHAT COACHES WANT
n = 60
1) Need the ability to customize workouts to meet my specific situation
2) Coach UI is too complicated…needs to be more intuitive
3) Need print functionality/control (not mobile)
4) Want to be able to see exactly what my athletes see
5) Want ability to upload content
Key Learning #5: Initial product failed to meet coaches needs, but we now have
a pretty good understanding of the value prop we need to offer
March 2012

16. Key Key Value 3855
customer customer
partners activities proposition relationships segments
Existing Great Content Athlete VISITORS 0 – 18 Months
Trainer expertise Intuitive Design Better Results • Direct email best,
requires partner to
Low Cost
scale
COACHES
Hopeful Convenient
Industry Experts Community Development • SEM scalable, display
best, need $
Athletes
Sales/Marketing
Coaches • D3
Better Results
Data Solutions USERS
Education
• Product education
Monitoring
Convenient
critical, free trial ness. • D4
Low Cost
Key resources Channels
3855
Content expertise Coaches
Web Design /
Development Direct sales
• Camps, clinics,
Customer Acquisition / conventions
Retention
Web-based
64
• Direct email, SEM
Cost structure Revenue streams
- Content Production
- Customer Acquisition/Service Subscription
- Infrastructure Advertising
Athletes (individual) Qualified leads
- Talent to Expand (if necessary) Coaches (teams)
www.businessmodelgeneration.com

17. Key Key Value 3855
customer customer
partners activities proposition relationships segments
Existing Suggested Content Athlete VISITORS 0 – 18 Months
Trainer expertise Better Results • Direct email best,
Intuitive Design requires partner to
Low Cost
scale
COACHES
Hopeful Convenient
Industry Experts Customized Solutions • SEM scalable, display
best, need $
Athletes
Sales/Marketing
Coaches • D3
Better Results
60 Education
USERS
• Product education
Monitoring
Convenient
critical, free trial ness. • D4
Manageable Cost
Key resources Ownership Channels
3855
Customization Ability
Content expertise Coaches
Web Design /
Development
60 Direct sales
• Camps, clinics,
Customer Acquisition / conventions
Retention
Web-based
64
• Direct email, SEM
Cost structure Revenue streams
- Content Production
- Customer Acquisition/Service Subscription
- Infrastructure Advertising
Athletes (individual) Qualified leads
- Talent to Expand (if necessary) Coaches (teams)
www.businessmodelgeneration.com

18. STEP #6: BUILDING A BUSINESS
3800 Coaches
EOY 2013
March 2012

19. Key Key Value 3855
customer customer
partners activities proposition relationships segments
Existing Suggested Content Athlete VISITORS 0 – 18 Months
Trainer expertise Better Results • Direct email best,
Intuitive Design requires partner to
Low Cost
scale
COACHES
Hopeful Convenient
Industry Experts Customized Solutions • SEM scalable, display
best, need $
Athletes
Sales/Marketing
Coaches • D3
Better Results
60 Education
USERS
• Product education
Monitoring
Convenient
critical, free trial ness. • D4
Manageable Cost
Key resources Ownership Channels
3855
Customization Ability
Content expertise Coaches
Web Design /
Development
60 Direct sales
• Camps, clinics,
Customer Acquisition / conventions
Retention
Web-based
64
• Direct email, SEM
Cost structure Revenue streams
- Content Production
- Customer Acquisition/Service Subscription
- Infrastructure Advertising
Athletes (individual) Qualified leads
- Talent to Expand (if necessary) Coaches (teams)
www.businessmodelgeneration.com

20. Key Key Value 3855
customer customer
partners activities proposition relationships segments
Existing Suggested Content Athlete VISITORS 0 – 18 Months
Trainer expertise Better Results • Direct email best,
Intuitive Design requires partner to
Low Cost
scale
COACHES
Hopeful Convenient
Industry Experts Customized Solutions • SEM scalable, display
best, need $
Athletes
Sales/Marketing
Coaches • D3
Better Results
60 Education
USERS
• Product education
Monitoring
Convenient
critical, free trial ness. • D4
Manageable Cost
Key resources Ownership Channels
3855
Customization Ability
Content expertise Coaches
Web Design /
Development
60 Direct sales
• Camps, clinics,
Customer Acquisition / conventions
Retention
Web-based
64
• Direct email, SEM
Cost structure Revenue streams
Product Dev Overhead Customer Acq
Development Salaries Partnerships Subscription Advertising
Front End Legal/Accounting Marketing Coaches (teams) General or w/ partners?
Third Party Costs Equipment/Supplies
Content Production
15 96 10
www.businessmodelgeneration.com

21. STEP #7: THE NEXT 9 MONTHS
MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
V3 Hard Release
1000 paying
V2 Hard Release  150 paying customers
customers
TEST RAPID ITERATION CAPABILITY
PRODUCT DEVELOPMENT
Iterate on 60 Continue Iteration on 210 customers, develop market
AFCA CONV
coaches inputs ready solution, explore sport expansion (SITE CLOSED)
DecisionTime
(SITE CLOSED)
Continue Experiment
CUSTOMER DEVELOPMENT
Launch Marketing Campaign #2 Latent Period
Goal = 263 Visitors/Day Explore Partnership Potential Launch Marketing Campaign #3
Budget = $100/Day Goal = 1300 Visitors/Day
Budget = $500/Day
FUNDRAISING
Goal = $10,000 Goal = $70,000 Goal = $70,000
March 2012

22. Key Key Value 3855
customer customer
partners activities proposition relationships segments
Existing Suggested Content Athlete VISITORS 0 – 18 Months
Trainer expertise Better Results • Direct email best,
Intuitive Design requires partner to
Low Cost
scale
COACHES
Hopeful Convenient
Industry Experts Customized Solutions • SEM scalable, display
best, need $
Athletes
Sales/Marketing
Coaches • D3
Better Results
60 Education
USERS
• Product education
Monitoring
Convenient
critical, free trial ness. • D4
Manageable Cost
Key resources Ownership Channels
3855
Customization Ability
Content expertise Coaches
Web Design /
Development
60 Direct sales
• Camps, clinics,
Customer Acquisition / conventions
Retention
Web-based
64
• Direct email, SEM
Cost structure Revenue streams
Product Dev Overhead Customer Acq
Development Salaries Partnerships Subscription Advertising
Front End Legal/Accounting Marketing Coaches (teams) General or w/ partners?
Third Party Costs Equipment/Supplies
Content Production
15 96 10
www.businessmodelgeneration.com

23. Key Key Value 3855
customer customer
partners activities proposition relationships segments
Existing Suggested Content Athlete VISITORS 0 – 18 Months
Better Results • Direct email best,
Training 9 Intuitive Design Low Cost requires partner to
COACHES
Convenient scale
Hopeful Customized Solutions • SEM scalable, display
best, need $
Coaches • D3
Better Results
Equipment 60 Education
USERS
• Product education
Apparel
Monitoring
Convenient
critical, free trial ness. • D4
Manageable Cost
Key resources
15 Ownership Channels
3855
Nutrition Customization Ability
Product Dev Coaches
Recruiting -Front End Design
Customer Dev
60 Direct sales
• Camps, clinics,
Statistics - Partnerships conventions
- Additional Marketing
Video education
Web-based
64
Fundraising • Direct email, SEM
Other Web based - Money
Cost structure Revenue streams
Product Dev Overhead Customer Acq
Development Salaries Partnerships Subscription Advertising
Front End Legal/Accounting Marketing Coaches (teams) General or w/ partners?
Third Party Costs Third Party Costs
Content Production Equipment/Supplies
15 96 10
www.businessmodelgeneration.com

24. QUESTIONS?
March2012