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spark! Culture Cave Business Plan 
Aysegul Kacar Allison Leach Shalini Sardana Lisa Woods 
California College of the Arts ...
Industry Overview 
Current Market Trends 
Children are overloaded with entertainment options. From comic books to 
iPad ga...
spark! Culture Cave 3
4 spark! Culture Cave
The Solution: Culture Cave 
spark! Culture Cave 5 
Our Value Proposition 
The spark! Culture Cave is a cultural immersion ...
target market 
Current iPad Market (US) 
• Parents own approximately 61% of all iPads. 
• In 2012, parents owned 25.5 mill...
spark! Culture Cave 7
research 
iPad User Experience Trends Among Professionals 
IDG Connect “iPad for Business Survey 2012,” January 16th, 2012...
spark! Culture Cave 9
Stop-animation setup at 
the Children’s Creativity 
Museum, San Francisco 
10 spark! Culture Cave
competition 
spark! Culture Cave 11 
Kiwi Crate Little 
Passports 
National Geographic 
Magazine for Kids 
Children’s 
Cre...
Product 
2 Receive your Setup Kit Your Setup Kit will arrive in a 
couple of weeks. It includes the Culture Cave tent, a w...
spark! Culture Cave 13
14 spark! Culture Cave
product 
The Unique iPad App 
Unlike other subscription products for kids on the market, the Culture Cave 
App leverages t...
consumer journey map 
16 spark! Culture Cave 
DISCOVER 
Other parents 
Facebook mentions 
Twitter mention 
Mommy blogs 
an...
spark! Culture Cave 17 
OUT-OF-BOX 
Easy to set up and get started 
High parental involvement 
Both kid(s) and 
parent(s) ...
Branding 
18 spark! Culture Cave 
Color Palette 
Brand Attributes 
Culture Cave Logo 
Brand Typeface 
spark! Logo 
cheerfu...
MARKETING 
Awards 
To raise awareness for Culture Cave and earn our customers’ trust, we will 
enter top toy competitions ...
marketing 
Advertising 
spark! Culture Cave will run advertisements in different media channels 
such as travel and family...
BUSINESS MODEL 
Our Core Capabilities 
• We are excellent UX designers who have unique international 
backgrounds for buil...
BUSINESS MODEL 
How we provide our product 
Our distribution channels 
To begin, we will sell Culture Cave through our own...
How we make money 
We charge our customers for the initial setup kit, as well as monthly country 
packages and tablet cont...
FINANCIALS 
24 spark! Culture Cave 
Annual Budget 
YEAR ONE YEAR TWO 
Revenue $ 499, 875 $ 999,750 
Service Costs $ 156,00...
spark! Culture Cave 25 
Revenue Projections 
The average price for a kit is $40. 
Having shipped 250 kits per week by the ...
COMPANY GROWTH 
26 spark! Culture Cave 
Future Projections 
End of Year One 
We plan to sell 12,500 kits in Year One. 
End...
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spark! culture cave business plan

  1. 1. spark! Culture Cave Business Plan Aysegul Kacar Allison Leach Shalini Sardana Lisa Woods California College of the Arts | Business of Design | Spring 2012
  2. 2. Industry Overview Current Market Trends Children are overloaded with entertainment options. From comic books to iPad games, the landscape for toys is vast and varied. Ours is a unique time period in which traditional hands-on games compete with novel interactive software. Yet the ways in which children learn about culture are often via disparate and disconnected experiences. A child’s first encounter with a foreign country might take place in trying a new food or listening to a new song. Maybe he or she will complete a Google search afterwards, or ask a trusted adult to learn more. But chances are, the child’s learning experience is short-lived and incomplete. Few products on the market take advantage of today’s unparalleled opportunity space to integrate traditional and modern interactive tools in a cultural transmedia learning experience. The Missing Link Children are curious about new cultures and enjoy a mix of entertainment options, from non-tech to tech. Parents want to teach their children about the world, but have limited knowledge and time. Culture Cave offers a holistic transmedia learning experience? 2 spark! Culture Cave Discovery Learning Disconnect
  3. 3. spark! Culture Cave 3
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  5. 5. The Solution: Culture Cave spark! Culture Cave 5 Our Value Proposition The spark! Culture Cave is a cultural immersion experience for kids between the ages of 6 and 10. At the core of this idea is: • an iPad app that features a new traditional story each month. The culturally-rich story provides context for a wealth of ancillary information, games, and activities included in each app. • a sound-equipped tent with Velcro walls that kids can decorate with a world map, architectural cut-outs, and other country kit materials. This is a place a child can claim as a kids-only cool hangout. • monthly country-specific activity kits filled with open-ended, and hands-on activities that a child will look forward to We at spark! believe that the best way to teach kids about culture is through traditional stories enhanced by interactive, open-ended, and hands-on activities that spring from that narrative. Our Mission To be the leading provider of fun, holistic, immersive and interactive cultural education for children. Our Vision To help raise the next generation of global citizens. Our Values We will always put kids first. We will provide multicultural education that is fun and promotes respect. We will encourage children to continuously explore and question.
  6. 6. target market Current iPad Market (US) • Parents own approximately 61% of all iPads. • In 2012, parents owned 25.5 million iPads. • Overall iPad ownership is on the rise­­­with a projected 31% growth by 2014. The total number of iPad-owning parents will likely increase proportionally to 37 million by 2014. • Approximately 40% of all school children in the US are between the ages of 5 and 9. • We thus estimate our total market—iPad owning parents with children between the ages of 5 and 9 in the US­— to be around 10 million. • Of that population, we will target 1 million people in Phase 1. Sources: New Media Trend Watch, April 2012 The Financial Telegraph, April 2012 National Center for Education Statistics, 2011 New Media Trend Watch, April 2012 The Financial Telegraph, April 2012 6 spark! Culture Cave projected iPad users ( 2014 ) all iPad owners ( 2012 ) iPad owning parents ( 2012 ) our target market 60.8 million 41.9 million 25.5 million 1 million
  7. 7. spark! Culture Cave 7
  8. 8. research iPad User Experience Trends Among Professionals IDG Connect “iPad for Business Survey 2012,” January 16th, 2012 • 60% of iPads never leave the home (US). • 70% of iPad usage occurs in the living room (US). • 79% of professionals say they “always” use their iPad on the road (globally). • The proportion of professionals who describe their iPad as a “complete” or “partial” substitute for TV/DVD players, games consoles and MP3 players ranges between 30% and 40% (globally). • Nearly 75% say that owning an iPad has reduced the frequency with which they purchase newspapers and books (globally). Half say that owning an iPad means they are less likely to purchase films on DVD. These markets for physical media are already in decline. Based on this evidence, tablet computing will likely hasten their demise. Tablet Spending Trends (US) Adobe Digital Marketing: The Impact of Tablet Visitors on Retail Websites, 2012 • In an analysis of 16.2 billion visits to the websites of more than 150 retailers in 2011, Adobe Digital Marketing Insights found that those who visited using a tablet spend over 50% more per purchase than visitors who use smartphones, and over 20% more than visitors who use desktop/ laptop computers. • Tablet visitors appear to spend more because of their demographics, the nature of the tablet user experience, and the environment in which they shop online. 8 spark! Culture Cave 2012 Tablet Market (US) Wired Magazine, January 6, 2012 • Apple holds 73% of the U.S. tablet marketshare. 2012 iPad Demographics (US) Silicon Republic, February 17th, 2012 • A study from The NPD Group suggests that iPad owners are older and richer than other tablet owners. • Of survey respondents who have an income of US$100,000 or more, 40% owned iPads and 26% owned other types of tablets. • Consumers who were buying tablets towards the end of last year were 50% more likely to have an income of less than US$45,000, while 33% were more likely to be under 34 years old, CNET reported. 2011 iPad Demographics (US) Journalism.org, “The Tablet Revolution,” October 2011 • Eighteen months after the introduction of the iPad, 11% of U.S. adults now own a tablet computer of some kind. Apple Headlines, “iPad Statistics,” April 2011 • 7.8 million people own an iPad in the U.S. • iPad owners’ annual income: 6.4% less than $25K 11.9% $25K to $50K 15.9% $50K to $75K 16.4% $75K to $100K 49.4% above $100K
  9. 9. spark! Culture Cave 9
  10. 10. Stop-animation setup at the Children’s Creativity Museum, San Francisco 10 spark! Culture Cave
  11. 11. competition spark! Culture Cave 11 Kiwi Crate Little Passports National Geographic Magazine for Kids Children’s Creativity Museum Culture Cave Primary Offerings Monthly subscription of materials for arts and crafts, science activities, and open-ended play For kids ages 3 to 7 $19.95/month Monthly subscription of materials focused on learning about other countries For kids ages 5 to 10 $10.95 to $13.95/month Monthly magazine with information about animals, science, technology, archaeology, geography, and pop culture - plus jokes, games, and activities. For kids ages 6 to 14 $15.00/10 issues An interactive art and technology museum for kids For kids ages 3 to 12 Memberships range from $69 to $159/year Monthly subscription of materials that encourage learning about foreign cultures For kids ages 5 to 10 $35 to $45/month Strengths Founded by a former eBay and PayPal executive, a PayPal cofounder, and an ex-Yahoo product manager. Kits address specific developmental areas such as creating, moving, discovering, communicating, and caring. Activities encourage parent involvement Includes a letter from fictional travelers Sam and Sofia describing their foreign country adventures Subscription includes access to online games and activities Little Passports offers parents an “Agent Opportunity.” Agents earn up to 30% of all personal sales. Kids have free online access to games, videos, photos, “fun stuff” and news. National Geographic is a well-known and well-respected brand. National Geographic has been in business for 35 years and has strong brand loyalty. The museum offers many hands-on activities. Membership includes: • e-newsletter • exclusive members-only events • workshops, exhibit openings and special performances • museums store discounts • carousel rides discounts • birthday party discounts at the museum Culture Cave offers a dedicated sound-equipped play space, iPad-based games and hands-on activities. Kids can share their favorite work online. Parents have access to a rich online community. Activities are designed for both parent and child, as well as for the child only. Weaknesses Kiwi Crate doesn’t address cultural education. Kiwi Crate has no integrated digital component, no online community, and no dedicated play space for kids. Little Passports mostly appeals to girls. Little Passports has minimal online digital content, no sharing community, and no dedicated play space for kids. National Geographic’s magazine has little content and lots of advertising for candy, video games, and movies. The museum has limited hours from Wednesdays to Sundays, 10am to 4pm. Activities are not designed to involve both parents and kids. The Museum doesn’t address cultural education. Culture Cave costs more than most subscription products for kids.
  12. 12. Product 2 Receive your Setup Kit Your Setup Kit will arrive in a couple of weeks. It includes the Culture Cave tent, a world map, a passport, and instructions for the iPad app. 12 spark! Culture Cave 1 Sign Up Online We offer 3 monthly subscription levels. 3 Receive your Monthly Country Kit The Monthly Kit includes a traditional story, hands-on activities, and an iPad app secret story code. Each month, a new country is featured. Kids like cool hangouts, they want your iPad, and they love getting surprises. Imagine teaching kids about cultures from around the world in a cool hangout, through interactive iPad games and many fun hands-on-activities. Here’s how it works:
  13. 13. spark! Culture Cave 13
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  15. 15. product The Unique iPad App Unlike other subscription products for kids on the market, the Culture Cave App leverages the iPad’s video, audio, interaction, and camera functionality to deliver an immersive and holistic cultural educational experience. The Coolest of spark! Culture Cave 15 A Variety of Proven Activities Kids can do Culture Cave activities on their own or with their parents or friends. Our activities are created by native country experts and then vetted by educators, parents, and kids. Hangouts No other subscription service offers Culture Cave’s tent—a place kids can claim as their own, and where they can enjoy an immersive audio experience. A Vibrant Online Community The Culture Cave website hosts a Forum for parents to share experiences and ideas, a Gallery for kids to upload their favorite works, and a Cultural Event Calendar to learn about upcoming happenings.
  16. 16. consumer journey map 16 spark! Culture Cave DISCOVER Other parents Facebook mentions Twitter mention Mommy blogs and other bloggers Scholastic catalog Google SEO YouTube videos Trial subscription for educators iTunes App Store search result spark! local launch event spark! blog spark! community upload page Press releases for media mention (NYT, SF Gate, etc.) Parent’s Experience Friend mention YouTube video School event Teacher mention Parent mention Child’s Experience EVALUATE Google search spark! website Mommy blogs Free spark! app sample Customer testimonials spark! representative in person spark! information packet Exterior packaging (Phase 3 retail) DECIDE Choose a plan (3-, 6-, or 12-months) 30-day money back guarantee Choose 1 of 3 countries (Phase 3 retail)
  17. 17. spark! Culture Cave 17 OUT-OF-BOX Easy to set up and get started High parental involvement Both kid(s) and parent(s) involved Thrill of “gift” coming in the mail Simple tasks child can do Carrying case for the tent and accessories 30-minute setup Download app Watch online video on tablet for setting up tent USE Parents note kids are more informed and inquisitive Activities bring parents and kids together Kids sharing with parents their creations Using code to download new country app Parents arrange playdates with other “Culture Cavers” SHARE Comment on spark! forum Facebook/YouTube/Twitter mentions Blog posts spark! community upload page iTunes review word-of-mouth Review country on spark! website Teacher recommendations Both kid(s) and parent(s) involved Thrill of “gift” package coming in the mail Simple tasks child can do Carrying case for the tent and accessories spark! Gallery (showcase of kid-generated work) word-of-mouth Kids sharing activities with each other CONFIRM Open access to spark! forum Confirmation email from spark! 1-week welcome notification postcard 1-week welcome notification postcard
  18. 18. Branding 18 spark! Culture Cave Color Palette Brand Attributes Culture Cave Logo Brand Typeface spark! Logo cheerful inspiring insightful curious surprising creative silly trustworthy Brandon Grotesque: Thin Light Regular Medium Bold Black spark! spark!
  19. 19. MARKETING Awards To raise awareness for Culture Cave and earn our customers’ trust, we will enter top toy competitions such as: • Parent’s Choice Award • Good Housekeeping’s Best Toy Awards • National Parenting Center Awards We will also strive to be featured in the top app lists of premier tech product review destinations such as: • Wired’s App Guide • CNET.com Events We will participate in different activities and events throughout the year such as storytelling events, play dates, and school book fairs, as well as major toy, technology and educational conferences. iTunes We will have an iTunes App Store page for downloading our basic app. spark! Culture Cave 19 Our Website One of the main touchpoints where our customers will learn information about us and interact with us will be our website. In addition to product details about the Culture Cave, we will also prominently feature: • videos and photos from our customers • a Gallery for kids to upload their favorite work • a private Forum for parents to actively contribute to the Culture Cave community by sharing their stories and experiences. This sharing will allow us to get feedback directly from our users to improve our product. • a Cultural Event Calendar for upcoming events and announcements • a blog Social Media Facebook, Twitter, YouTube, and Pinterest spark! Culture Cave will use the power of social networks to raise awareness among our future customers. Facebook and Twitter will be utilized to inform people about promotions, surprise packages, events and activities. Social sharing will be encouraged via multiple social media channels with conveniently located buttons. A public YouTube channel will be created for our customers to post videos about their unique experiences.
  20. 20. marketing Advertising spark! Culture Cave will run advertisements in different media channels such as travel and family magazines, mommy blogs, Scholastic catalog and children-focused websites. Complimentary sample kits We will reach out to top media reviewers and educators and provide them with free samples to test our product and generate buzz. Word-of-Mouth Our customers will also learn about us through different personal social circles such as from children’s classmates, teachers, friends, and other families. “Imagine traveling all over the world from the 20 spark! Culture Cave same place!”
  21. 21. BUSINESS MODEL Our Core Capabilities • We are excellent UX designers who have unique international backgrounds for building multicultural education. • We are modern strategists who know how to integrate familiar media with emerging technologies in an innovative way. • We are culturally-sensitive education planners whose enthusiasm for teaching kids about new countries respects the inherently complex nature of cultures. Our key partners • Content creators: authors, editors, illustrators, and programmers. • Manufacturers of physical materials: tent, arts and crafts, etc. • Distributors: in addition to our own website, we will be selling our product through Amazon and Scholastic catalog. spark! Culture Cave 21 Who do we serve? • Elementary school kids • Parents of elementary school kids who have a high disposable income • Elementary school teachers, administrators, and librarians What do we provide? • Holistic and interactive cultural learning experiences for children • Our products educate kids about other cultures while they have fun
  22. 22. BUSINESS MODEL How we provide our product Our distribution channels To begin, we will sell Culture Cave through our own website, Scholastic catalog and Amazon. As business picks up, we will increase our tablet compatibility to include non-iPad platforms. Finally, we will extend our distribution channels to include existing stand-alone retail stores, and create a Culture Cave retail store. How our customers will discover us • spark!’s website • Social media (Facebook, Twitter, Pinterest, YouTube) • Events (from school book fairs to major toy, technology and educational conferences) • Scholastic magazine • Amazon.com • iTunes App Store • Ads and reviews in various media channels • Word-of-mouth How our customers will interact with us After submitting an order, the parent will receive a confirmation email with a link to spark!’s website for online access to discussion forums and other activities. 22 spark! Culture Cave One week before shipment, the parent and child will receive a welcome postcard informing them that their initial Culture Cave package is on its way. When the package arrives, the parent and child will receive a code to download the Culture Cave app. In addition to downloading each month’s country story on the app, the parent and child can also access the Culture Cave community using the app. After experiencing our products and services, members can visit the spark! website to write their feedback and comments in private forums and share their videos and photos. One week after the last country kit has shipped, the parent and child will receive a goodbye postcard to thank them for their service and encourage subscription renewal. Our Competitive Advantage How we are different spark! Culture Cave is a unique experience shared by both the child and parent. While many culture-related products have only one means of interaction, our product is accessible on various levels (multisensory and multimedia), as well as accessible in different environments (the tent, the home, or even the car). Our sustainable advantage Other companies could reproduce the Culture Cave tent, activities, or the iPad app individually. However, they cannot offer the seamless connection between our physical and digital components created by a valuable team of writers and artists native to each country. This holistic approach is our valuable asset.
  23. 23. How we make money We charge our customers for the initial setup kit, as well as monthly country packages and tablet content. Our major costs include: • Software application development • Website development • Payroll • Marketing • Fees to Scholastic catalog for distribution • Materials (tent, Velcro background, country kit materials, and passport) • Fulfillment (packing, mailing, assembly, and warehousing) • Content development • Platform compatibility and version updates • Patents for our technology and tent spark! Culture Cave 23 Subscription Plans We offer three subscription plans. Customers have the option of purchasing either a 3-month, 6-month, or annual subscription. 3 months 6 months 12 months $45 per kit $40 per kit $35 per kit 3 countries 6 countries 12 countries
  24. 24. FINANCIALS 24 spark! Culture Cave Annual Budget YEAR ONE YEAR TWO Revenue $ 499, 875 $ 999,750 Service Costs $ 156,000 $ 312,000 Overhead costs Salary and Administration $ 195,000 $ 195,000 Marketing $ 78,000 $ 117,000 Vendor Relations $ 74,981 $ 149,962 Support $14,996 $29,993 Total Costs $518,978 $803,955 Annual Income ($19,103) $195,795 Startup Costs $207,000 — Gross Profit Margin — 24%
  25. 25. spark! Culture Cave 25 Revenue Projections The average price for a kit is $40. Having shipped 250 kits per week by the end of Year 1, spark! Culture Cave will generate $499,875 in revenue. With an estimated of growth rate of 100%, revenue is projected to reach $1 million by the end of Year 2. Due to this growth, spark!’s annual income will increase from a loss of $19,103 to a net profit of $234,795. Budget Distribution for Year Two 36% Salaries and Administration 15% Marketing and Public Relations 14% Vendor Relations 3% Support 30% Cost of Services 0% Annual Income 20% Salaries and Administration 12% Marketing and Public Relations 15% Vendor Relations 3% Support 31% Cost of Services 20% Annual Income Budget Distribution for Year One
  26. 26. COMPANY GROWTH 26 spark! Culture Cave Future Projections End of Year One We plan to sell 12,500 kits in Year One. End of Year Two We plan to double our sales to 25,000 kits in Year Two. Plan of Action PHASE 1 In Phase One, we are planning to sell our product to middle-class parents who live in the US and own an iPad, at a cost of $12 a kit and a goal of 250 kit sales per week. We will be selling through our own website, Scholastic magazine, and Amazon. PHASE 2 In Phase Two, we will develop software compatibility with other tablets and establish partnerships with gaming platforms such as Wii. We will introduce a Netflix-style queue to allow parents and kids to arrange their own list of countries. PHASE 3 As our business picks up, we will extend our distribution channels to include retail stores such as bookstores, airports stores, museum stores, toy stores and specialty stores - and eventually implement a stand-alone Culture Cave store. Airports Museum Gift Stores Toy Stores More Countries Queue PHASE 1 PHASE 2 PHASE 3

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