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our agenda

our agenda. ?. UC BERKELEY SIMS MASTERS FINAL PROJECT MAY 2001 1: 20 YISONG CHEN + MONICA FERNANDES. SFnight Final Project.

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our agenda

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  1. our agenda ? UC BERKELEY SIMS MASTERS FINAL PROJECT MAY 2001 1: 20YISONG CHEN + MONICA FERNANDES

  2. SFnight Final Project • Powered by a network of venue owners, promoters, DJs/Bands, SFnight will bring the most extensive and intensive nightlife online information and resources to San Francisco nightlife consumers. UC BERKELEY SIMS MASTERS FINAL PROJECT MAY 2001 2: 20YISONG CHEN + MONICA FERNANDES

  3. SFnight Final Project • SFnight is not Bar/clubs yellow page Local information entertainment portal we don’t list restaurants or movies!!! • SFnight is for bars/nightclubs Zagat for restaurants Hollywood.com for movies UC BERKELEY SIMS MASTERS FINAL PROJECT MAY 2001 3 : 20YISONG CHEN + MONICA FERNANDES

  4. SFnight Final Project • Market Overview consumers Rick, our persona 801,400 SF residents 6.5 million Bay area residents 11.9 million Visitors Potential SF is the most wired city in US Potential users: 600 venues x 50 clients/night = 30,000 / night UC BERKELEY SIMS MASTERS FINAL PROJECT MAY 2001 4 : 20YISONG CHEN + MONICA FERNANDES

  5. SFnight Final Project • Market Overview players club nv About 1000 venue owners (or general managers),several thousands of individual promoters, DJs and bands UC BERKELEY SIMS MASTERS FINAL PROJECT MAY 2001 5 : 20YISONG CHEN + MONICA FERNANDES

  6. SFnight Final Project • Consumers: • Business Overview players consumers High demand for a specialized nightlife website Customized-nightlife information website   Neglected community: especially for bar owners and promoters. They usually ask friends to keep their websites up-to-dateHigh cost of promoting a venue or event, especially for small promoters or small venues. UC BERKELEY SIMS MASTERS FINAL PROJECT MAY 2001 6 : 20YISONG CHEN + MONICA FERNANDES

  7. SFnight Final Project • Competitor Overview consumer market citysearch, sfgate,bayguardian, sfstation, nitevibe ….. NONE players market UC BERKELEY SIMS MASTERS FINAL PROJECT MAY 2001 7 : 20YISONG CHEN + MONICA FERNANDES

  8. SFnight Final Project • Competitor Overview • The one whose information maintenance costcan be justified by itsrevenue survivor UC BERKELEY SIMS MASTERS FINAL PROJECT MAY 2001 8 : 20YISONG CHEN + MONICA FERNANDES

  9. SFnight Final Project • Differentiation promoters Live Music Close to mission citysearch, sfgate,bayguardian, sfstation, nitevibe ….. musicians/bands bar owners 21+ 18 Editor’s Picks Latino djs Top venues Jazz Hip-Hop Free stuff Customers & preferences Customers preferences UC BERKELEY SIMS MASTERS FINAL PROJECT MAY 2001 9 : 20YISONG CHEN + MONICA FERNANDES

  10. SFnight Final Project 3 structured interviews1 survey • SFnight for Players being the first mover It isnot just one tool, it is a service package Promote their events Update venue / event information Improve skills on operating business Manage Online Customer e-MailingList subscription Know the value of being listed on SFnight and the valueof advertising: view statistics Check their competitors' profile UC BERKELEY SIMS MASTERS FINAL PROJECT MAY 2001 10 : 20YISONG CHEN + MONICA FERNANDES

  11. SFnight Final Project 2 surveys1 exp. testing2 usability • SFnight for Consumersbeing specialized a customer-centric information provider “Organizing a friend’s birthday party?” Add to a Listto E-mail Friends” Group feature “Super Diamond is coming to the city I can’t miss it!!!” Plan + customizedfeature MySFnight 1st Time at San Francisco, After 2am … “Gosh!, I do miss Madrid Let’s party all night” Target to Different needs UC BERKELEY SIMS MASTERS FINAL PROJECT MAY 2001 11 : 20YISONG CHEN + MONICA FERNANDES

  12. SFnight Final Project 65 subjects /consumers • SFnight for Consumersbeing specialized a customer-centric information provider “Pissed off by a bartender?” Rate & Write a Review” After event feature “Could you pick up a flyer for me from SF?” Time & cost savings E-Flyers UC BERKELEY SIMS MASTERS FINAL PROJECT MAY 2001 12 : 20YISONG CHEN + MONICA FERNANDES

  13. SFnight Final Project • Money, Money, Money! Cost solutions Revenuesolutions Network services to allow players to updatetheir informationby themselves • Value-added advertising • target at very specific market flexible advertising spendingtracking the value of advertising Services differentiation Data licensing fee E-commerce opportunities UC BERKELEY SIMS MASTERS FINAL PROJECT MAY 2001 13 : 20YISONG CHEN + MONICA FERNANDES

  14. SFnight Final Project • Survivors… nitevibe sfgate sfstation citysearch sfnight sfnight sfnight UC BERKELEY SIMS MASTERS FINAL PROJECT MAY 2001 14 : 20YISONG CHEN + MONICA FERNANDES

  15. SFnight Final Project • Demo Script 1 Script 2 Rick Law 30, getting to be more sociable Critical by nature, heard about MySFnight, and decided to check its recommendations Stefan Kizmiaz 35,an aesthetical pragmatic, works for Accenture. Wants to go out with some friends but not sure where to go sfnight UC BERKELEY SIMS MASTERS FINAL PROJECT MAY 2001 15:20YISONG CHEN + MONICA FERNANDES

  16. SFnight Final Project • Demo Script 3 Club NV, already a SFnight Network member, go to SFnight to update an event sfnight UC BERKELEY SIMS MASTERS FINAL PROJECT MAY 2001 16 : 20YISONG CHEN + MONICA FERNANDES

  17. SFnight Final Project 71 subjects total • behind the scene 1:user needs assessment, personas, usability testing Several improvements & insights from users Simplify the homepage Change the listings of results Labeling: my list & MySFnight thing…. Users wanted more feedback, feedback, feedback sfnight UC BERKELEY SIMS MASTERS FINAL PROJECT MAY 2001 17 : 20YISONG CHEN + MONICA FERNANDES

  18. SFnight Final Project • behind the scene 2:studies & technology Several efforts worth mentioning Venue / event classification redesign Personalization/customization studies Recommendation systems Heavy PERL coding, Open Source DB: MySQL sfnight Template-driven Widespread use of CCS UC BERKELEY SIMS MASTERS FINAL PROJECT MAY 2001 18 : 20YISONG CHEN + MONICA FERNANDES

  19. SFnight Final Project • Implementation Plan • Transfer to Oracle / Sybase • Improve User Interface design,Improve Algorithm for recommendation system • Build pages currently under construction • Content Development • Partnership Development (content + services) • Site Promotion, focusing on player market • Further Site Development UC BERKELEY SIMS MASTERS FINAL PROJECT MAY 2001 19 : 20YISONG CHEN + MONICA FERNANDES

  20. SFnight Final Project Questions ? Thank you UC BERKELEY SIMS DIGITAL DOCUMENT MAY 2001 20: 20 YISONG CHEN + MONICA FERNANDES

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