Team Dynamo Al-Hassan Hleileh | Elika Mahdavi | Hung Le | Meghbartma Gautam

1. NUDGE (16) in person interviews Team Dynamo Al-Hassan Hleileh|ElikaMahdavi| Hung Le | Meghbartma Gautam Mentors: Ethan Kurzweil | Alan Chiu

2. What we [still] do NUDGEenriches your life by bringing to you activities that you are interested in and inspire you, which you might have otherwise forgotten about because of the daily grind in life. Nudging you through future, richer, milestones.

3. What we were told in class • Scope for a larger use case than just travel • Scope for a bigger market Tested the Hypothesis • Expanded to the market for all activities • Nudge to encourage people to do more

4. Our Hypothesis last week Hypothesis Test Result Did people miss something that they would have attended because of a lack of a nudge? Confirmed 1 Confirmed customer interviews, video Do people want to be nudged? 2 Confirmed if relevant How often do people want to be nudged? 3 What medium do people prefer to be nudged in? (Mobile App/Text or e-mail) Mobile 4

5. … for Initial target group Customer Acquisition Customer Retention Product Development Social Networks Event sites (Eventbrite) Travel websites University events Commercial partners Enrichment Trusted relationships Customer Acquisition Successful partnerships Travel Websites Relationship with key partners Students Graduates Young Families Leads User data Human Capital Word of Mouth Social Media Relationship with partners Direct referral links Human Capital Product Development Advertising costs Maintaining relationships Event Publicity Advertising

6. … for our endgame Customer Acquisition Customer Retention Product Development Social Networks Event planning sites Enrichment Trusted relationships Students Early Graduates Young Families Special Deals Successful partnerships Relationship with key partners User data Human Capital Word of Mouth Social Media Relationship with partners Direct referral links Human Capital Product Development Advertising costs Maintaining relationships Leads Advertising

7. Customer Archetypes Ashley Age: 26 Stanford Student Worked in Hollywood Loves Adventures Wants to be nudged relevantly, and inspired!

8. Customer Archetypes Clair Age 28 Works at mobile start-up in San Francisco, originally from Montana Single & dating Plays soccer, runs marathons Likes to cook/host dinner with friends when possible

9. Customer Archetypes Alex Age 38 Married, 1 child (4 year old Clay) Investment professional in New York Volunteer coach for son’s hockey team Commutes for work to Manhattan every day Goes out of town to the country for break once/month with his family

10. OCCURING EVENTS (REALITY) NUDGE EVENTS YOU ARE AWARE OF (CONSCIOUS) EVENTS YOU ARE NOT AWARE OF (SUBCONSCIOUS)

11. Identifying Revenue Inflection Points Monthly revenue Key assumption $100,000 $1,000,000 • Nudge frequency • Nudge conversion • Average spending • Revenue = commission share (CPA sharing) • Converted nudges • Total nudges • User per month • 10,000 • 10 mil. • 600,000 • 1 per 2 days • 0.1% • $200 • 5% • 100,000 • 100 mil. • 6,000,000

12. Hypothesis next week? • Are people willing to pay for this service? Will our revenue model be restricted to charging the end user or will the advertisers and owners of the activities subsidize the end user? (Partner) • What is the most unobtrusive way to get the users attention? Will it be a text or an E-Mail or a push notification? Nudges conversion (real nudges test) • Customer conversion / Demand creation (advertising)