A an evaluation and proposal for a company pivot.

1. A an evaluation and proposal for a company pivot. Confidential, for internal use only. SongHi Entertainment 2013

2. What will we discuss • Where we are • Where we should be • Current design • Game Vision • New design proposal • Gameplay • Monetization • Metrics • Community Building • Plans of Action • Questions

3. Where we are now • Music creation engine built into Unity3D • Outsourced design / art / code • Small in house team of music professionals / developers • Limited time and budget constraints

4. Where we should be • Competitive music creation game in Unity3D • Small agile in house professional game development team of 5-7 developers (start small and ramp up): • Producer • Artist(s) • UX Designer • Programmer(s) • Community Management • Get our product into as many hands as possible as early as possible. Test, iterate.

5. Current design (Argument) The current design takes our music creation engine and embeds it into a Clash of Clans type of game. Justification: Super Cell is extremely successful and it only took 2 months to prototype with a team of 5 people and 6 months to develop to completion.

6. Current design (Rebuttal) Super Cell is a company of professional game developers who have been working many years in the gaming industry and have many failed games under their belt and underlying technologies they have already developed which allowed to to get to where they are today. Realization: We are not Super Cell.

7. SongHi New Game Vision SongHi Entertainment (Competitive Music Creation Game) A) FOR (Target Customer, that you are focusing on) People who want to create and play music who aren't musicians. B) WHO (Compelling Reason to Buy)
 Want to casually make music but they but they lack the skills. C) OUR PRODUCT IS A (Product Category) A casual music creation game on iPad D) THAT (Key Benefit)
 It lets you explore music creation without the overhead E) UNLIKE (Main Competitor)
 Looping software or rhythm games F) OUR PRODUCT (Key Differentiation)
 Is super accessible

8. New Design Proposal We should create a game within our existing music creation engine, not the other way around. Justification We are a professional music company with existing technologies, why not play to our strengths and use what we already have.

9. New Design Concept Create a competitive music creation game where by players create music for others to literally "play" similar to other rhythm based music games popularized by Rock Band and Guitar Hero. Differentiator: We allow players to create their own music in an accessible free to play model.

10. Gameplay High-level Concept • Players create music using loops which have "touch actions" assigned to them. • When other players plays a song, they will be required to perform those actions. • Playing well generates resources for the players in the form of Gold, XP, and Fame which can be used to unlock more functionally and progress in the game. • Players that only want to create music for other players can also be rewards for just creating music.

11. Accessible Play Since the player can touch anywhere on the screen, and all the notes only come down one path, the game can accommodate casual and skilled players.

12. Monetization Strategies Since the game is F2P, it is easy to implement various types of monetization strategies to this design but we must be careful because if we create aggressive grinds or make the player have to wait too long for anything, they will leave the game. A non paying player who creates amazing content for other players to play is better than one who leaves the game.

13. Monetization Strategies (continued) The player will gain Gold, XP, and Fame as they progress. These resources will be used to buy additional loops, unlock more instruments, and access more venues where they can play more rewarding music. We should emphasize positive and rewarding feedback loops instead of ones that prevent players from playing the game. The player should always be able to play the game.

14. Monetization Strategies (continued) Don't use timers to punish the player! Punishing Design Instruments need to be re-tuned and repaired. Acceptable Design Tuned instruments gain the player more gold and fame.

15. Metrics Use metrics as a quality assurance and feature building tool, not as a monetization one. Metrics can get you money in the short term, but can destroy your player base and reputation in the long term if abused. Don't believe me? Ask my previous employer.

16. Community Building • Build a community early. • Reward players often with virtual goods. • Listen to player feedback. • Let players work together and communicate in the game. • Reward the players for working together. • Create fans not customers. • Give recognition to players. • Don't try to trick players into spending money.

17. Plan of Action (Staying Lean) • Figure out budget and timeframe and other needs • Create game vision • Reevaluate outsourcing needs • Solidify design and direction • Reevaluate current technologies and implementations • Hire of initial (1-2) internal staff increase as needed • Create a working prototype as fast as possible • Hire a community person • Get prototype in hands of target audience • Begin building community and market product • Iterate on design • Release product • Support and update product • Take over the world

18. Questions / Comments / Concerns