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JerseySquare                                     As of: 8/31/12
 “The Netflix of Licensed Sports Jerseys”




Bryan Gitler         Elmer Moore            Jay Naik   Michael Melmed


JerseySquare is a rental service for
    professional sports jerseys
             Total Interviews: 169
          Total Website Visits: 190
  TOTAL SUBSCRIPTIONS SOLD: 2
Customer Discovery
  80                                                      Customer Sales
  70     2                                                Key Partners
  60                                                      Cost Resources

  50                                                      Potential Customers

  40
        66
  30
                  55         15
  20                                     1
  10                         20          4        1
                                         7
   0
       Monday   Tuesday   Wednesday   Thursday   Friday



Over the course of the week, we spoke with 169 contacts
         during the customer discovery process
Day 1 Canvas                                                                                                                                                        As of: 8/27/12
Key Partners (7)                      Key Activities (5)                        Value Proposition (1)                      Customer Relationships (4)                   Customer Segments (2)
Who are our key partners/ suppliers   Which key activities does the biz model   What value do we deliver to the            What type of relationship does each          For whom are we creating value
                                      require                                   customer                                   segment require of us


Professional Sports                   - Rental Tracking                         A cheaper way to                            Search ads                                  Professional Sports
Leagues                               - Shipping                                wear Officially                                                                         Game Attendees
                                                                                Licensed sports                             Social Media
Jersey Suppliers                      - Dry cleaning                            jerseys to a game                                                                       - Male
                                                                                                                            At Stadium
Dry Cleaners                          - Marketing                                                                           Promotions                                  - Adult
                                                                                Eliminate risk of
Stadium                               - Customer Service                        owning a player                                                                         - <$100k income
Shop/Vendors                                                                    jersey who is
                                      Key Resources (6)
                                                                                                                                                                        - Attend 10+
Pre-paid Envelope                     Which key resources does the biz model
                                                                                traded                                                                                    games per yr
                                      require
Suppliers                                                                                                                  Channels (3)
                                      Jersey Inventory                          Provide alternative                        Through which channel does each
                                                                                                                           segment want to be reached
USPS/Fedex/UPS                                                                  to purchasing
                                      Warehouse                                                                             Website
                                                                                counterfeit jerseys
                                      Logistics system                                                                      Stadium
                                                                                                                            Shops/Vendors
                                                                                                                            Ticket Websites
                                                                                                                            Direct Mail
Cost Structure (9)                                                                                    Revenue Streams (8)
What are our cost drivers                                                                             How much is each segment willing to pay and how would they like to pay us this amount


Warehouse, shipping, cleaning, logistics tracking,                                                    Annual Subscription Model
website development/maintenance
Day 1 - Yankee Stadium
Customer Discovery
Day 2 Canvas                                                                                                                                                        As of: 8/28/12
Key Partners (7)
Who are our key partners/ suppliers
                                      Key Activities (5)
                                                        Current Canvas
                                      Which key activities does the biz model
                                      require
                                                                                Value Proposition (1)
                                                                                What value do we deliver to the
                                                                                customer
                                                                                                                           Customer Relationships (4)
                                                                                                                           What type of relationship does each
                                                                                                                           segment require of us
                                                                                                                                                                        Customer Segments (2)
                                                                                                                                                                        For whom are we creating value



Professional Sports                   - Rental Tracking                         A cheaper way to                            GET - Search Ads,                           Professional Sports
Leagues                               - Shipping                                wear Officially                             Partnerships, At                            Game Attendees
                                                                                Licensed sports                             stadium promotion
Jersey Suppliers                      - Dry cleaning                            jerseys to a game                                                                       - Male and Female
                                                                                                                            KEEP - Customer
Dry Cleaners                          - Marketing                                                                           Service                                     - Young Adult 18-
                                                                                Eliminate risk of                                                                         30
Stadium                               - Customer Service                        owning a player                             GROW - Referral
Shop/Vendors                                                                    jersey who is                               Program                                     - <$100k income
                                      Key Resources (6)                         traded
Pre-paid Envelope                     Which key resources does the biz model                                                                                            - Attend >10% of
                                      require
Suppliers                                                                                                                  Channels (3)                                   home games per
                                      Jersey Inventory                          Provide alternative                        Through which channel does each
                                                                                                                           segment want to be reached                     yr
USPS/Fedex/UPS                                                                  to purchasing
                                      Warehouse                                                                            Website                                      - Casual sports
                                                                                counterfeit jerseys
                                      Logistics system                                                                     Stadium                                        fans
                                                                                                                           Shops/Vendors
                                                                                                                           Ticket Websites
                                                                                                                           Direct Mail
Cost Structure (9)                                                                                    Revenue Streams (8)
What are our cost drivers                                                                             How much is each segment willing to pay and how would they like to pay us this amount


Jerseys, warehouse, shipping, cleaning, logistics                                                     Annual Subscription Model
tracking, website development/maintenance,
customer service employees                                                                            Pay per Rental
Day 2- Customer Discovery
Nike Town       NBA Store        NHL Store
Day 3 Canvas                                                                                                                                                        As of: 8/29/12
Key Partners (7)
Who are our key partners/ suppliers
                                      Key Activities (5)
                                                        Current Canvas
                                      Which key activities does the biz model
                                      require
                                                                                Value Proposition (1)
                                                                                What value do we deliver to the
                                                                                customer
                                                                                                                           Customer Relationships (4)
                                                                                                                           What type of relationship does each
                                                                                                                           segment require of us
                                                                                                                                                                       Customer Segments (2)
                                                                                                                                                                       For whom are we creating value



Jersey Suppliers                      - Rental Tracking
                                        Rental Tracking                                                                    GET - Search Ads,                           Professional Sports
                                                                                 SPORTS JERSEY
                                      - Shipping
                                        Shipping                                                                           Partnerships, At                            Fans
Dry Cleaners                                                                     OWNERS
                                                                                                                           stadium promotion
                                      - Dry cleaning
                                        Dry cleaning                             - Flexibility to
Pre-paid Envelope                                                                change jersey                             KEEP - Customer                               SPORTS JERSEY
Suppliers                             - Marketing
                                        Marketing                                - Eliminate risk of                       Service                                       OWNERS
                                                                                 owning jersey                                                                           - Male
USPS/Fedex/UPS                        - Customer Service                                                                   GROW - Referral
                                       Customer Service                          who is traded                                    – Referral/                            - Kid to Young
                                                                                                                           ProgramProgram
                                                                                                                           Reward                                          Adult 13-35
                                      Key Resources (6)
                                      Which key resources does the biz model
                                      require
                                                                                                                           Channels (3)
                                      Jersey Inventory                           SINGLE GAME                               Through which channel does each
                                                                                                                           segment want to be reached                    SINGLE GAME
                                      Jersey Inventory                           ATTENDEES
                                                                                                                           Website
                                                                                                                           Website                                       ATTENDEES
                                      Warehouse                                  - Cheaper way to                                                                        - Male and
                                      Warehouse
                                                                                 wear jersey to a                          Stadium
                                                                                                                           Stadium                                         Female
                                      Logistics system
                                      Logistics system                           game                                      Shops/Vendors
                                                                                                                           Shops/Vendors                                 - Young Adult 18-
                                                                                                                                                                           30
                                                                                                                           Ticket Websites
                                                                                                                           Ticket Websites
                                                                                                                                                                         - Casual fan
                                                                                                                           Direct Mail
                                                                                                                           Direct Mail
Cost Structure (9)                                                                            Revenue Streams (8)
What are our cost drivers                                                                     How much is each segment willing to pay and how would they like to pay us this amount


Jerseys, warehouse, shipping, cleaning, logistics
 Jerseys, warehouse, shipping, cleaning,                                                        SINGLE GAME ATTENDEES                                      SPORTS JERSEY OWNERS
tracking, tracking,development/maintenance,
 logistics website website                                                                      - Pay per Rental                                           - Annual Subscription
customer service employees customer service
 development/maintenance,
 employees
Day 3 - Customer Discovery
  Left Side of Canvas                    Right Side of Canvas
Commercial Dry Cleaners   USPS & FedEx

                                                Sports Bars




       Jersey Suppliers


                                               Social Media
Day 4 Canvas                                                                                                                                                        As of: 8/30/12
Key Partners (7)
Who are our key partners/ suppliers
                                      Key Activities (5)
                                                        Current Canvas
                                      Which key activities does the biz model
                                      require
                                                                                Value Proposition (1)
                                                                                What value do we deliver to the
                                                                                customer
                                                                                                                           Customer Relationships (4)
                                                                                                                           What type of relationship does each
                                                                                                                           segment require of us
                                                                                                                                                                       Customer Segments (2)
                                                                                                                                                                       For whom are we creating value



Jersey Suppliers                      - Rental Tracking
                                        Rental Tracking                                                                    GET - Search Ads,                           Professional Sports
                                                                                 SPORTS JERSEY
                                      - Shipping
                                        Shipping                                                                           Partnerships, At
                                                                                                                                         Social                        Fans
Dry Cleaners                                                                     OWNERS
                                                                                                                           stadium At stadium
                                                                                                                           Media, promotion
                                      - Dry cleaning
                                        Dry cleaning                             - Flexibility to
Pre-paid Envelope                                                                                                          promotion                                     SPORTS JERSEY
                                                                                 change jersey                             KEEP - Customer
Suppliers                             - Marketing
                                        Marketing                                - Eliminate risk of                       ServiceCustomer
                                                                                                                           KEEP -                                        OWNERS
                                                                                 owning jersey                             Service                                       - Male
USPS/Fedex/UPS                        - Customer Service                                                                   GROW - Referral
                                       Customer Service                          who is traded                                                                           - Kids to Young
                                                                                                                           Program Referral/
                                                                                                                           GROW –                                          Adult 13-35
                                      Key Resources (6)
                                      Which key resources does the biz model                                               Reward Program
                                      require
                                                                                                                           Channels (3)
                                      Jersey Inventory                           SINGLE GAME                               Through which channel does each
                                                                                                                           segment want to be reached                    SINGLE GAME
                                      Jersey Inventory                           ATTENDEES
                                                                                                                           Website                                       ATTENDEES
                                      Warehouse                                  - Cheaper way to                          Website
                                      Warehouse                                                                                                                          - Male and
                                                                                 wear jersey to a                          Stadium
                                                                                                                           Ticket Websites                                 Female
                                      Logistics system
                                      Logistics system                           game                                      Shops/Vendors                                 - Young Adult 18-
                                                                                                                                                                           30
                                                                                                                           Ticket Websites
                                                                                                                                                                         - Casual fan


Cost Structure (9)                                                                            Revenue Streams (8)
What are our cost drivers                                                                     How much is each segment willing to pay and how would they like to pay us this amount


Jerseys, warehouse, shipping, cleaning, logistics
 Jerseys, warehouse, shipping, cleaning,                                                        SINGLE GAME ATTENDEES                                      SPORTS JERSEY OWNERS
tracking, tracking,development/maintenance,
 logistics website website                                                                      - Pay per Rental                                           - Annual Subscription
customer service employees customer service
 development/maintenance,                                                                                                                                  $200
 employees
Launched JerseySquare.com




                          81 Visitors
                        In 1st 9 hours
With 30-Second Demo Video




       www.jerseysquare.com
Our First Customer
Our Email Blasts
Day 5 Canvas                                                                                                                                                        As of: 8/31/12
Key Partners (7)
Who are our key partners/ suppliers
                                      Key Activities (5)
                                                        Current Canvas
                                      Which key activities does the biz model
                                      require
                                                                                Value Proposition (1)
                                                                                What value do we deliver to the
                                                                                customer
                                                                                                                           Customer Relationships (4)
                                                                                                                           What type of relationship does each
                                                                                                                           segment require of us
                                                                                                                                                                       Customer Segments (2)
                                                                                                                                                                       For whom are we creating value



Jersey Suppliers                      - Rental Tracking
                                        Rental Tracking                                                                    GET - Search Ads,                           Professional Sports
                                                                                 SPORTS JERSEY
                                      - Shipping
                                        Shipping                                                                           Partnerships, At
                                                                                                                                         Social                        Fans
Dry Cleaners                                                                     OWNERS
                                                                                                                           stadium At stadium
                                                                                                                           Media, promotion
                                      - Dry cleaning
                                        Dry cleaning                             - Flexibility to
Pre-paid Envelope                                                                                                          promotion                                     SPORTS JERSEY
                                                                                 change jersey                             KEEP - Customer
Suppliers                             - Marketing
                                        Marketing                                - Eliminate risk of                       Service Seniority,                            OWNERS
                                                                                                                           KEEP –
                                                                                 owning jersey                             loyalty program                               - Male
USPS/Fedex/UPS
USPS                                  - Customer Service                                                                   GROW - Referral
                                       Customer Service                          who is traded                                                                           - Kids to Young
                                                                                                                           Program Premium
                                                                                                                           GROW –                                        Adult 13-35
                                      Key Resources (6)
                                      Which key resources does the biz model                                               subs, Family plan
                                      require


                                      Jersey Inventory                           SINGLE GAME                                                                             SINGLE GAME
                                      Jersey Inventory                           ATTENDEES                                 Channels (3)
                                                                                                                           Through which channel does each               ATTENDEES
                                      Warehouse                                  - Cheaper way to                          segment want to be reached
                                                                                                                                                                         - Male and
                                      Warehouse
                                                                                 wear jersey to a                                                                        Female
                                      Logistics system                                                                     Website
                                                                                                                           Website
                                      Logistics system                           game                                                                                    - Young Adult 18-
                                                                                                                           Stadium Shops/Vendors
                                                                                                                                                                         30
                                                                                                                           Ticket Websites                               - Casual fan
                                                                                                                           Direct Mail

Cost Structure (9)                                                                            Revenue Streams (8)
What are our cost drivers                                                                     How much is each segment willing to pay and how would they like to pay us this amount


Jerseys, warehouse, shipping, cleaning, logistics
 Jerseys, warehouse, shipping, cleaning,                                                        SINGLE GAME ATTENDEES                                      SPORTS JERSEY OWNERS
tracking, tracking,development/maintenance,
 logistics website website                                                                      - Pay per Rental                                           - Annual Subscription,
customer service employees customer service
 development/maintenance,                                                                                                                                  Monthly Subscription,
 employees                                                                                                                                                 One-Time
Biggest Learning Moments
What We Thought                      Results What We Found
                                            There are two customer segments:
                                            • SPORTS JERSEY OWNERS
Customer segment is adult males
who attend lots of games each year     X          o Male, Kids to Young Adult 13-35
                                            • SINGLE GAME ATTENDEES
                                                  o Male and Female, Young Adult 18-30,
                                                     Casual fan
                                            Customers like our company because we provide
                                            both:
                                            • the ability to wear different jerseys throughout
Customers will use JerseySquare
because we are cheaper                 X       the season
                                            • a hedge against players being traded, getting
                                               hurt, retiring, etc.
                                            Customers are actually willing to spend as much (if
Customers will not be willing to
spend as much on rental jerseys        X    not more) on a subscription for jersey rentals as
                                            they do on buying a jersey!

There is a market for renting
professional jerseys!                 P     We received payment from our first customer on
                                            Thursday, 8/30/2012
Archetypes




   Attribute              Gasol                 Junior                Becky
     Age                    32                    15                   24
    Income                $65K                    N/A                 $40K
Demographics              White                  White                White
     Type              Jersey Buyer         Social Statement   Social Sports Viewer
   Fan Type                Avid                In-Season             Casual
     Class               Middle                 Middle               Middle
Facebook Status   Single/It’s Complicated        Single          In Relationship
  RENTAL TYPE                                SUBSCRIPTION
Unit Economics
                               (For One Person)
               Year 1                                 Year 2
 Jersey Cost
(w/ 25% off)
   $ 150                Revenue                                    Revenue
                         $ 199                                      $ 199
               Turns                                  Turns
 Shipping                                 Shipping
    $9
               X5       Unit Costs
                                             $9
                                                       X5          Unit Costs
                         - $ 230                                     - $ 55
 Cleaning
    $1
               X5                         Cleaning
                                                       X5
                          Net                $1                    Retention
                                                               x      60 %
Processing               - $ 31
   $1          X5                        Processing
                                                       X5
                                            $1
 Customer                                                            Net
Acquisition                                                          $ 86
   $ 25
Current Pricing Plans
                   (But A/B Testing for Price Elasticity)



                        • Authentic Top of Line Jerseys
 Annual Subscription
                        • Free Shipping
    $199 /year
                        • Send back a jersey in exchange for another

Monthly Subscription    • Authentic Top of Line Jerseys
  $29.99 /month         • Free Shipping
                        • Send back a jersey in exchange for another

                        • Authentic Top of Line Jerseys
1 Time, 1 Week Rental
                        • Free Shipping
        $24.99
                        • Send back jersey within 1 week
Customer Relationships
                                                                       GROW
                                KEEP
                                • Customer Loyalty program   • Sale of customer data
                                  with bonus rentals and     • Family plan
                                  discount purchases         • Premium
                                • Seniority credits            subscriptions
       GET
                                • Partnership rewards and    • Additional products
                                  discounts
• Google AdWords
                                • Free jersey giveaways
• Guerilla style marketing on
  FB, YouTube, and Twitter
• Customer referral bonuses
• Targeted promotions



                                                                    Results Pending…
Market Size

Total
                (how big is         150 Million Americans watch the 5 major
Addressable     universe)           team sports (in some capacity)
Market

Served          (how many can I
                                    11 Million NY Metro Area watch the 5
Available       reach with my
                                    major team sports (in some capacity)
                sales channel)
Market
                                    Based only Yankee Stadium Research:
                                    11.7% of SAM showed strong interest
                (who will be most
Target Market   likely buyers)
                                    1.3 Million People
                                      - Half subscription / Half Pay Per Rental
Next Steps
• Teenager Customer Discovery
• Customer Acquisition
  o More Google Adwords Testing
  o More Website Conversion Testing
• LISTEN TO/OBSERVE OUR CUSTOMERS

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Team i jersey square-final_v2

  • 1. JerseySquare As of: 8/31/12 “The Netflix of Licensed Sports Jerseys” Bryan Gitler Elmer Moore Jay Naik Michael Melmed JerseySquare is a rental service for professional sports jerseys Total Interviews: 169 Total Website Visits: 190 TOTAL SUBSCRIPTIONS SOLD: 2
  • 2. Customer Discovery 80 Customer Sales 70 2 Key Partners 60 Cost Resources 50 Potential Customers 40 66 30 55 15 20 1 10 20 4 1 7 0 Monday Tuesday Wednesday Thursday Friday Over the course of the week, we spoke with 169 contacts during the customer discovery process
  • 3. Day 1 Canvas As of: 8/27/12 Key Partners (7) Key Activities (5) Value Proposition (1) Customer Relationships (4) Customer Segments (2) Who are our key partners/ suppliers Which key activities does the biz model What value do we deliver to the What type of relationship does each For whom are we creating value require customer segment require of us Professional Sports - Rental Tracking A cheaper way to Search ads Professional Sports Leagues - Shipping wear Officially Game Attendees Licensed sports Social Media Jersey Suppliers - Dry cleaning jerseys to a game - Male At Stadium Dry Cleaners - Marketing Promotions - Adult Eliminate risk of Stadium - Customer Service owning a player - <$100k income Shop/Vendors jersey who is Key Resources (6) - Attend 10+ Pre-paid Envelope Which key resources does the biz model traded games per yr require Suppliers Channels (3) Jersey Inventory Provide alternative Through which channel does each segment want to be reached USPS/Fedex/UPS to purchasing Warehouse Website counterfeit jerseys Logistics system Stadium Shops/Vendors Ticket Websites Direct Mail Cost Structure (9) Revenue Streams (8) What are our cost drivers How much is each segment willing to pay and how would they like to pay us this amount Warehouse, shipping, cleaning, logistics tracking, Annual Subscription Model website development/maintenance
  • 4. Day 1 - Yankee Stadium Customer Discovery
  • 5. Day 2 Canvas As of: 8/28/12 Key Partners (7) Who are our key partners/ suppliers Key Activities (5) Current Canvas Which key activities does the biz model require Value Proposition (1) What value do we deliver to the customer Customer Relationships (4) What type of relationship does each segment require of us Customer Segments (2) For whom are we creating value Professional Sports - Rental Tracking A cheaper way to GET - Search Ads, Professional Sports Leagues - Shipping wear Officially Partnerships, At Game Attendees Licensed sports stadium promotion Jersey Suppliers - Dry cleaning jerseys to a game - Male and Female KEEP - Customer Dry Cleaners - Marketing Service - Young Adult 18- Eliminate risk of 30 Stadium - Customer Service owning a player GROW - Referral Shop/Vendors jersey who is Program - <$100k income Key Resources (6) traded Pre-paid Envelope Which key resources does the biz model - Attend >10% of require Suppliers Channels (3) home games per Jersey Inventory Provide alternative Through which channel does each segment want to be reached yr USPS/Fedex/UPS to purchasing Warehouse Website - Casual sports counterfeit jerseys Logistics system Stadium fans Shops/Vendors Ticket Websites Direct Mail Cost Structure (9) Revenue Streams (8) What are our cost drivers How much is each segment willing to pay and how would they like to pay us this amount Jerseys, warehouse, shipping, cleaning, logistics Annual Subscription Model tracking, website development/maintenance, customer service employees Pay per Rental
  • 6. Day 2- Customer Discovery Nike Town NBA Store NHL Store
  • 7. Day 3 Canvas As of: 8/29/12 Key Partners (7) Who are our key partners/ suppliers Key Activities (5) Current Canvas Which key activities does the biz model require Value Proposition (1) What value do we deliver to the customer Customer Relationships (4) What type of relationship does each segment require of us Customer Segments (2) For whom are we creating value Jersey Suppliers - Rental Tracking Rental Tracking GET - Search Ads, Professional Sports SPORTS JERSEY - Shipping Shipping Partnerships, At Fans Dry Cleaners OWNERS stadium promotion - Dry cleaning Dry cleaning - Flexibility to Pre-paid Envelope change jersey KEEP - Customer SPORTS JERSEY Suppliers - Marketing Marketing - Eliminate risk of Service OWNERS owning jersey - Male USPS/Fedex/UPS - Customer Service GROW - Referral Customer Service who is traded – Referral/ - Kid to Young ProgramProgram Reward Adult 13-35 Key Resources (6) Which key resources does the biz model require Channels (3) Jersey Inventory SINGLE GAME Through which channel does each segment want to be reached SINGLE GAME Jersey Inventory ATTENDEES Website Website ATTENDEES Warehouse - Cheaper way to - Male and Warehouse wear jersey to a Stadium Stadium Female Logistics system Logistics system game Shops/Vendors Shops/Vendors - Young Adult 18- 30 Ticket Websites Ticket Websites - Casual fan Direct Mail Direct Mail Cost Structure (9) Revenue Streams (8) What are our cost drivers How much is each segment willing to pay and how would they like to pay us this amount Jerseys, warehouse, shipping, cleaning, logistics Jerseys, warehouse, shipping, cleaning, SINGLE GAME ATTENDEES SPORTS JERSEY OWNERS tracking, tracking,development/maintenance, logistics website website - Pay per Rental - Annual Subscription customer service employees customer service development/maintenance, employees
  • 8. Day 3 - Customer Discovery Left Side of Canvas Right Side of Canvas Commercial Dry Cleaners USPS & FedEx Sports Bars Jersey Suppliers Social Media
  • 9. Day 4 Canvas As of: 8/30/12 Key Partners (7) Who are our key partners/ suppliers Key Activities (5) Current Canvas Which key activities does the biz model require Value Proposition (1) What value do we deliver to the customer Customer Relationships (4) What type of relationship does each segment require of us Customer Segments (2) For whom are we creating value Jersey Suppliers - Rental Tracking Rental Tracking GET - Search Ads, Professional Sports SPORTS JERSEY - Shipping Shipping Partnerships, At Social Fans Dry Cleaners OWNERS stadium At stadium Media, promotion - Dry cleaning Dry cleaning - Flexibility to Pre-paid Envelope promotion SPORTS JERSEY change jersey KEEP - Customer Suppliers - Marketing Marketing - Eliminate risk of ServiceCustomer KEEP - OWNERS owning jersey Service - Male USPS/Fedex/UPS - Customer Service GROW - Referral Customer Service who is traded - Kids to Young Program Referral/ GROW – Adult 13-35 Key Resources (6) Which key resources does the biz model Reward Program require Channels (3) Jersey Inventory SINGLE GAME Through which channel does each segment want to be reached SINGLE GAME Jersey Inventory ATTENDEES Website ATTENDEES Warehouse - Cheaper way to Website Warehouse - Male and wear jersey to a Stadium Ticket Websites Female Logistics system Logistics system game Shops/Vendors - Young Adult 18- 30 Ticket Websites - Casual fan Cost Structure (9) Revenue Streams (8) What are our cost drivers How much is each segment willing to pay and how would they like to pay us this amount Jerseys, warehouse, shipping, cleaning, logistics Jerseys, warehouse, shipping, cleaning, SINGLE GAME ATTENDEES SPORTS JERSEY OWNERS tracking, tracking,development/maintenance, logistics website website - Pay per Rental - Annual Subscription customer service employees customer service development/maintenance, $200 employees
  • 10. Launched JerseySquare.com 81 Visitors In 1st 9 hours
  • 11. With 30-Second Demo Video www.jerseysquare.com
  • 14. Day 5 Canvas As of: 8/31/12 Key Partners (7) Who are our key partners/ suppliers Key Activities (5) Current Canvas Which key activities does the biz model require Value Proposition (1) What value do we deliver to the customer Customer Relationships (4) What type of relationship does each segment require of us Customer Segments (2) For whom are we creating value Jersey Suppliers - Rental Tracking Rental Tracking GET - Search Ads, Professional Sports SPORTS JERSEY - Shipping Shipping Partnerships, At Social Fans Dry Cleaners OWNERS stadium At stadium Media, promotion - Dry cleaning Dry cleaning - Flexibility to Pre-paid Envelope promotion SPORTS JERSEY change jersey KEEP - Customer Suppliers - Marketing Marketing - Eliminate risk of Service Seniority, OWNERS KEEP – owning jersey loyalty program - Male USPS/Fedex/UPS USPS - Customer Service GROW - Referral Customer Service who is traded - Kids to Young Program Premium GROW – Adult 13-35 Key Resources (6) Which key resources does the biz model subs, Family plan require Jersey Inventory SINGLE GAME SINGLE GAME Jersey Inventory ATTENDEES Channels (3) Through which channel does each ATTENDEES Warehouse - Cheaper way to segment want to be reached - Male and Warehouse wear jersey to a Female Logistics system Website Website Logistics system game - Young Adult 18- Stadium Shops/Vendors 30 Ticket Websites - Casual fan Direct Mail Cost Structure (9) Revenue Streams (8) What are our cost drivers How much is each segment willing to pay and how would they like to pay us this amount Jerseys, warehouse, shipping, cleaning, logistics Jerseys, warehouse, shipping, cleaning, SINGLE GAME ATTENDEES SPORTS JERSEY OWNERS tracking, tracking,development/maintenance, logistics website website - Pay per Rental - Annual Subscription, customer service employees customer service development/maintenance, Monthly Subscription, employees One-Time
  • 15. Biggest Learning Moments What We Thought Results What We Found There are two customer segments: • SPORTS JERSEY OWNERS Customer segment is adult males who attend lots of games each year X o Male, Kids to Young Adult 13-35 • SINGLE GAME ATTENDEES o Male and Female, Young Adult 18-30, Casual fan Customers like our company because we provide both: • the ability to wear different jerseys throughout Customers will use JerseySquare because we are cheaper X the season • a hedge against players being traded, getting hurt, retiring, etc. Customers are actually willing to spend as much (if Customers will not be willing to spend as much on rental jerseys X not more) on a subscription for jersey rentals as they do on buying a jersey! There is a market for renting professional jerseys! P We received payment from our first customer on Thursday, 8/30/2012
  • 16. Archetypes Attribute Gasol Junior Becky Age 32 15 24 Income $65K N/A $40K Demographics White White White Type Jersey Buyer Social Statement Social Sports Viewer Fan Type Avid In-Season Casual Class Middle Middle Middle Facebook Status Single/It’s Complicated Single In Relationship RENTAL TYPE SUBSCRIPTION
  • 17. Unit Economics (For One Person) Year 1 Year 2 Jersey Cost (w/ 25% off) $ 150 Revenue Revenue $ 199 $ 199 Turns Turns Shipping Shipping $9 X5 Unit Costs $9 X5 Unit Costs - $ 230 - $ 55 Cleaning $1 X5 Cleaning X5 Net $1 Retention x 60 % Processing - $ 31 $1 X5 Processing X5 $1 Customer Net Acquisition $ 86 $ 25
  • 18. Current Pricing Plans (But A/B Testing for Price Elasticity) • Authentic Top of Line Jerseys Annual Subscription • Free Shipping $199 /year • Send back a jersey in exchange for another Monthly Subscription • Authentic Top of Line Jerseys $29.99 /month • Free Shipping • Send back a jersey in exchange for another • Authentic Top of Line Jerseys 1 Time, 1 Week Rental • Free Shipping $24.99 • Send back jersey within 1 week
  • 19. Customer Relationships GROW KEEP • Customer Loyalty program • Sale of customer data with bonus rentals and • Family plan discount purchases • Premium • Seniority credits subscriptions GET • Partnership rewards and • Additional products discounts • Google AdWords • Free jersey giveaways • Guerilla style marketing on FB, YouTube, and Twitter • Customer referral bonuses • Targeted promotions Results Pending…
  • 20. Market Size Total (how big is 150 Million Americans watch the 5 major Addressable universe) team sports (in some capacity) Market Served (how many can I 11 Million NY Metro Area watch the 5 Available reach with my major team sports (in some capacity) sales channel) Market Based only Yankee Stadium Research: 11.7% of SAM showed strong interest (who will be most Target Market likely buyers) 1.3 Million People - Half subscription / Half Pay Per Rental
  • 21. Next Steps • Teenager Customer Discovery • Customer Acquisition o More Google Adwords Testing o More Website Conversion Testing • LISTEN TO/OBSERVE OUR CUSTOMERS