1. Express and draw thoughts by
hand… digital and ready to go
Total
Interviews: 100
Lean Launchpad Course
9 April 2014

2. The Team
Team
members
Vietlong
Le
Ellen
Vanderwilt
Jon
Flugstad
Steffanie
Magnus
Degree FT MBA 2014 FT MBA 2014 FT MBA 2014 Full time MBA
2014
Role Hacker =
Engineer
Hustler =
Customer
Development
Designer =
Product
Picker =
Visionary

3. “…anyone who needs to
capture and present
ideas…”
Most
importantly*, professionals
in:
1. Business/corporate
development
2. Marketing
3. Technology
Platform management
Apple: the only means of
distributing the app to
IPads and a gatekeeper in
the app approval process
Google, Dropbox:
suppliers of cloud storage
space for Skribb.it users
Facebook: potential
marketing channel and
user authentication service
Microsoft: owner of the
Powerpoint file format with
which Skribb.it maintains
compatibility
The Apache online
community: owner of the
Java libraries that facilitate
Powerpoint compatibility
Most significant costs are likely to be:
1. Marketing / Promotion
2. Distribution (eg apple store commission)
3. Personnel (eg Software engineering, quantitative
analysis)
Capital costs will be minimal in this business model
A nominal annual licensing fee (eg $3.99) per user
Referrals from existing
users
Skribb.it software
Personal, intuitive
automated service
*Lead customer attributes:
Strong day to day focus on
developing presentations and
slides
Low perceived ability in
building presentations
Strong perceived benefit
from improved efficiency in
presentation design
A once off purchase in equivalent perceived value (eg
$11.99)
or
Receipt of Skribb.it output
Word of mouth
Receipt of Skribb.it output
(eg ppt slides)
Users can use basic,
natural drawing instincts to
capture ideas
Captured ideas can be re-
used (copy/paste/edit) in
other applications (eg ppt)
Predict what someone is
about to draw based on
past behavior
Free 3 month trial for social activity
(like, share, join facebook group)
Word of mouth promoters
Simplify the entire process
of creating presentations
Community of users
sharing best practices
Algorithm for detecting
and predicting drawings
The Skribb.it brand
“Lets Skribb this concept up!”
Machine learning
Continuous UX
improvement
Gesture detection
Where we started: Make PowerPoint Easier

4. What We Learned as a Business
Customers – Go-to-Market – Product

5. Potential customers… told us they didn’t want Skribb.it for presentations… …which left us…
Initially, we were “slapped in the face” by no’s
“I wouldn’t use Skribb.it if it were free”
-Biz Dev Professional
However, we had a prototype that got customer eyes “dilating”:
1. Consultants were excited to use the product for presentations
2. Nearly every person said they could use Skribb.it for other purposes
“I never want to start over again. If I do, I'll
just start in PowerPoint”
-Ass. Brand Manager
“Most of my presentations are data-heavy,
so I don’t think Skribb.it would be useful”
-Tech Marketer
“PowerPoint presentations aren't developed
in a vacuum - they're often developed
alongside excel which informs the conclusion
and… the story that needs to be captured”
-Senior Product Manager

6. So we dove deep on the consultant customer;
understanding everything there is to know about them
Professional Personal Archetype
Consultants want Skribb.it – “I would pay $100 for that!” !!!
But the market is small – only 120k – not enough for a scalable biz

7. “Other” use cases began to coalesce, which left us
excited about Skribb.it’s broader appeal
‘Flowcharting’
‘Whiteboarding’
‘Brainstorming’
‘Wireframing’‘Note-taking’
‘Annotating’
Other uses for Skribb.it that
got interviewees excited
An underserved “middle ground” for
concept development…
…where rough sketches need to quickly
get into a useful, decent digital format…
Were re-validated and filtered under
an emerging common theme
There is a bigger world beyond
building presentations
Skribb.it has a much bigger role to
play where ever pains are
experienced with whiteboards and
scraps of paper
And gave us our big ‘Ah-hah!’

8. We developed a “battle order” based on intensity of
pain, willingness to pay and ease of adoption
Our
hypothesized
chasm
• Bottom-Up: Groundswell
B2C
• Tech Needs: Apache, Vision
Objects, Think Cell
Segment
Battle Order
1. Consultants
2. Ops / Engineers
3. Sales Engineers
4. Consulting Halo
5. Content Creators
• B2B Sales
• License with Cloud Platforms
• For scale: Salesforce.com, Adobe
• Value add to product offering: Box, Google
Docs, Office 365
Adoption
Strategy
Key Partners
Strategic Vision to Adoption

9. We learned how to design scrappy, sometimes
awkward, but effective experiments
We “ate our own dog food” We got key insights on pricing
“..Would you pay
$1000 for
this?...”
2) Benchmark Pricing1) ‘Awkward’ WTP test
We watched
users
wrestle with
the MVP in
silence

10. Get Keep Grow
We believe we have a repeatable and scalable business
Financial resources required
Cash
Position
• Clicks
• Conversion
to download
• Messaging
• Total
downloads
• Conversion
to register
• Source (App
Store, url)
• Enter CC
• Drop off
after 30
days
• Conv. to
paid
• Viewed
• Clicks
• Frequency
• Total
opens
• Opens/day
• Opens/mth
• Percent of
base using
• Time spent
(mainly for
segmenting,
not perf)
•File versus link
•Opens/clicks
•No. exports
• LTV: $91,875
• Drivers: $49 ARR, 20% Attrition, 5-yr life, 100
seats/cust, 75% gross margin
• CAC: $8,750
• Drivers: S&M employees land 2 cust /
mo., $35k in monthly Sales & Mktg costs
Key success factors that will drive growth
$200k
bootstrap
$500K
seed
Year 1 Year 2 Year 3
With attractive economics

11. Launching in the coming weeks!!
So where is Skribb.it after this wild ride?

12. Background Slides
and
Business Model Canvas
Week by Week

13. Week 2 Business model canvas

14. Week 3 Business model canvas
Week by week changes

15. Week 4 Business model canvas
Week by week changes

16. Week 5 Business model canvas
Week by week changes

17. Week 6 Business model canvas
Week by week changes

18. Week 7 Business model canvas
Week by week changes

19. Week 8 Business model canvas
Week by week changes

20. Week 9 Business model canvas
Week by week changes

21. Skribb.it
Features:
• Predictive drawing
• Interprets natural gestures
• Exports an editable file
Benefits:
• Time savings: Reduces the time it
takes to digitize a concept
• Reduced frustration: Articulates an
idea quickly, leaving little room for
the misinterpretation
• Simplicity: immediately making an
editable version available
• New occasions and settings for
storytelling and brainstorming; it’s
not about the meeting room