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Business model canvases in the
                     family technology arena.
                        Oren Jacob, MamaBear Conference, 2012
Tuesday, April 17, 12
The Business Model Canvas
       Key Partners       Key Activities           Value Props.                   Customer Relationships   Customer Segments




                          Key Resources                                          Channels/Distribution




       Cost Structure                                                             Revenue Streams




                                       Copyright 2012, Toy Talk Inc. Private and Confidential

Tuesday, April 17, 12
Most Canvases
       Key Partners     Key Activities           Value Props.                   Customer Relationships   Customer Segments
                                                                                In-person
                                                  Buckets of wicked             Email                    an adult who wants
                                                  awesomeness for               Social networks
                                                                                SMS
                                                                                                         your buckets of
                                                                                                         wicked
                                                  your customer,                Telephone                awesomeness
                        Key Resources
                                                  which they’re                Channels/Distribution
                                                  willing to spend              iTunes
                                                  big $$$ on.                   web (yoursite.com)
                                                                                web (amazon)
                                                                                in app
                                                                                email
                                                                                retail
       Cost Structure                                                           Revenue Streams



                                                                                                  $$$
                                     Copyright 2012, Toy Talk Inc. Private and Confidential

Tuesday, April 17, 12
Our Canvas
       Key Partners     Key Activities           Value Props.                   Customer Relationships   Customer Segments
                                                                                In-person
                                                     Something for children     Email                    an adult who wants
                                                                                Social networks          your buckets of
                                                                                SMS                      wicked
                                                                                Telephone                awesomeness
                        Key Resources                Something for parents     Channels/Distribution
                                                                                iTunes
                                                                                web (yoursite.com)
                                                                                web (amazon)
                                                                                in app
                                                                                email
                                                                                retail
       Cost Structure                                                           Revenue Streams



                                                                                                  $$$
                                     Copyright 2012, Toy Talk Inc. Private and Confidential

Tuesday, April 17, 12
Our Canvas
       Key Partners     Key Activities           Value Props.                   Customer Relationships   Customer Segments

                                                                                 Through the parent?
                                                     Something for children                              children 0-2
                                                                                                         children 3-5
                                                                                Email, social            children 6-9
                                                                                networks, etc...         children 10-12
                        Key Resources                Something for parents     Channels/Distribution

                                                                                   The playground?
                                                                                                          parents
                                                                                 iTunes, web, in          grandparents
                                                                                 app, ...                 relatives

       Cost Structure                                                           Revenue Streams



                                                                                                  $?
                                     Copyright 2012, Toy Talk Inc. Private and Confidential

Tuesday, April 17, 12
Our Canvas
       Key Partners            Key Activities           Value Props.                   Customer Relationships   Customer Segments

                                    So does this.                                       Through the parent?
                                                            Something for children                              children 0-2
            This one splits.
                                                                                                                children 3-5
                                          Ug.                                          Email, social            children 6-9
                                                                                       networks, etc...         children 10-12
                   Sigh.
                               Key Resources                Something for parents     Channels/Distribution

                                  And this one too.                                       The playground?
                                                                                                                 parents
                                        Groan.                                          iTunes, web, in          grandparents
                                                                                        app, ...                 relatives

       Cost Structure                                                                  Revenue Streams



                                                                                                         $?
                                            Copyright 2012, Toy Talk Inc. Private and Confidential

Tuesday, April 17, 12
How do you build a business that scales?


                                              Big.

                         Really Big.
                           Copyright 2012, Toy Talk Inc. Private and Confidential

Tuesday, April 17, 12
Easy:

                        Get a bagillion
                         customers.
                          Copyright 2012, Toy Talk Inc. Private and Confidential

Tuesday, April 17, 12
Easy:

                        Get a bagillion
                         customers.
                                  Super cheaply.
                          Copyright 2012, Toy Talk Inc. Private and Confidential

Tuesday, April 17, 12
As with many consumer
            facing startups...


                                           ...the cost of
                        customer acquisition goes down
                                    as virality goes up.
                              Copyright 2012, Toy Talk Inc. Private and Confidential

Tuesday, April 17, 12
... but ...



                        Copyright 2012, Toy Talk Inc. Private and Confidential

Tuesday, April 17, 12
Children don’t have
                         an identity online.
                                       (for the most part)




                          Copyright 2012, Toy Talk Inc. Private and Confidential

Tuesday, April 17, 12
Children are NOT on..




                          Copyright 2012, Toy Talk Inc. Private and Confidential

Tuesday, April 17, 12
TITLE XIII-CHILDREN'S ONLINE PRIVACY PROTECTION
SEC. 1301. SHORT TITLE.
This title may be cited as the "Children's Online Privacy Protection
Act of 1998".
SEC. 1302. DEFINITIONS.
In this title:
(1) CHILD.—The term "child" means an individual under the age of 13.
(2) OPERATOR.—The term "operator"—




                  COPPA
(A) means any person who operates a website located on the Internet or
an online service and who collects or maintains personal information
from or about the users of or visitors to such website or online
service, or on whose behalf such information is collected or
maintained, where such website or online service is operated for
commercial purposes, including any person offering products or
services for sale through that website or online service, involving
commerce—
(i) among the several States or with 1 or more foreign nations;
(ii) in any territory of the United States or in the District of
Columbia, or between any such territory and—
(I) another such territory; or
(II) any State or foreign nation; or
(iii) between the District 2012, Columbia and any State, territory, or
                     Copyright
                               of Toy Talk Inc. Private and Confidential
foreign nation; but
Tuesday, April 17, 12
Children are NOT on..




                          Copyright 2012, Toy Talk Inc. Private and Confidential

Tuesday, April 17, 12
Children are NOT on..

                                         fa
                                      d o ..re,
                                   kin hh.
                                ey sh
                              th Ss
                        B ut f.
                           s or to

                          Copyright 2012, Toy Talk Inc. Private and Confidential

Tuesday, April 17, 12
Most viral tactics
                        don’t work.
                                               :-(

                         Copyright 2012, Toy Talk Inc. Private and Confidential

Tuesday, April 17, 12
Most viral tactics
                        don’t work.


                         Copyright 2012, Toy Talk Inc. Private and Confidential

Tuesday, April 17, 12
Most viral tactics
                        don’t work.
                        What does viral mean?


                           Copyright 2012, Toy Talk Inc. Private and Confidential

Tuesday, April 17, 12
Most viral tactics
                        don’t work.
                        What does viral mean?
                         Reaching new users.

                           Copyright 2012, Toy Talk Inc. Private and Confidential

Tuesday, April 17, 12
The End Game
                         Smith Family                                                     Jones Family



                        Smith 1 Smith 2                                                Jones 1 Jones 2

                           MiniSmith                                                            MiniJones




                                       Copyright 2012, Toy Talk Inc. Private and Confidential

Tuesday, April 17, 12
Connecting Children Online

                         Smith 1                                        Jones 3


                        MiniSmith                                    MiniJones

                             Copyright 2012, Toy Talk Inc. Private and Confidential

Tuesday, April 17, 12
Connecting Children Online

                         Smith 1                                        Jones 3


                        MiniSmith                                    MiniJones

                             Copyright 2012, Toy Talk Inc. Private and Confidential

Tuesday, April 17, 12
Connecting Children Online

                         Smith 1                                        Jones 3


                        MiniSmith                                    MiniJones

                             Copyright 2012, Toy Talk Inc. Private and Confidential

Tuesday, April 17, 12
Connecting Children Online

                         Smith 1                                        Jones 3


                        MiniSmith                                    MiniJones

                             Copyright 2012, Toy Talk Inc. Private and Confidential

Tuesday, April 17, 12
Connecting Children Online

                         Smith 1                                        Jones 3


                        MiniSmith                                    MiniJones

                             Copyright 2012, Toy Talk Inc. Private and Confidential

Tuesday, April 17, 12
Connecting Children Online

                         Smith 1                                        Jones 3


                        MiniSmith                                    MiniJones

                             Copyright 2012, Toy Talk Inc. Private and Confidential

Tuesday, April 17, 12
Connecting Children Online

                         Smith 1                                        Jones 3


                        MiniSmith                                    MiniJones

                             Copyright 2012, Toy Talk Inc. Private and Confidential

Tuesday, April 17, 12
Play to Win

                        Do not “write for kids.”



                             Copyright 2012, Toy Talk Inc. Private and Confidential

Tuesday, April 17, 12
Play to Win

                        Turn your customers
                               into users.

                           Copyright 2012, Toy Talk Inc. Private and Confidential

Tuesday, April 17, 12
Play to Win

                        CRUSH
                          IT.
                        Copyright 2012, Toy Talk Inc. Private and Confidential

Tuesday, April 17, 12
Play to Win

                        CRUSH
                          IT.
                        Then come back and tell us how you did it!


                          Copyright 2012, Toy Talk Inc. Private and Confidential

Tuesday, April 17, 12

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Oren Jacob w/ Toy Talk @ MamaBear Conference, Mt. View 4/20

  • 1. Business model canvases in the family technology arena. Oren Jacob, MamaBear Conference, 2012 Tuesday, April 17, 12
  • 2. The Business Model Canvas Key Partners Key Activities Value Props. Customer Relationships Customer Segments Key Resources Channels/Distribution Cost Structure Revenue Streams Copyright 2012, Toy Talk Inc. Private and Confidential Tuesday, April 17, 12
  • 3. Most Canvases Key Partners Key Activities Value Props. Customer Relationships Customer Segments In-person Buckets of wicked Email an adult who wants awesomeness for Social networks SMS your buckets of wicked your customer, Telephone awesomeness Key Resources which they’re Channels/Distribution willing to spend iTunes big $$$ on. web (yoursite.com) web (amazon) in app email retail Cost Structure Revenue Streams $$$ Copyright 2012, Toy Talk Inc. Private and Confidential Tuesday, April 17, 12
  • 4. Our Canvas Key Partners Key Activities Value Props. Customer Relationships Customer Segments In-person Something for children Email an adult who wants Social networks your buckets of SMS wicked Telephone awesomeness Key Resources Something for parents Channels/Distribution iTunes web (yoursite.com) web (amazon) in app email retail Cost Structure Revenue Streams $$$ Copyright 2012, Toy Talk Inc. Private and Confidential Tuesday, April 17, 12
  • 5. Our Canvas Key Partners Key Activities Value Props. Customer Relationships Customer Segments Through the parent? Something for children children 0-2 children 3-5 Email, social children 6-9 networks, etc... children 10-12 Key Resources Something for parents Channels/Distribution The playground? parents iTunes, web, in grandparents app, ... relatives Cost Structure Revenue Streams $? Copyright 2012, Toy Talk Inc. Private and Confidential Tuesday, April 17, 12
  • 6. Our Canvas Key Partners Key Activities Value Props. Customer Relationships Customer Segments So does this. Through the parent? Something for children children 0-2 This one splits. children 3-5 Ug. Email, social children 6-9 networks, etc... children 10-12 Sigh. Key Resources Something for parents Channels/Distribution And this one too. The playground? parents Groan. iTunes, web, in grandparents app, ... relatives Cost Structure Revenue Streams $? Copyright 2012, Toy Talk Inc. Private and Confidential Tuesday, April 17, 12
  • 7. How do you build a business that scales? Big. Really Big. Copyright 2012, Toy Talk Inc. Private and Confidential Tuesday, April 17, 12
  • 8. Easy: Get a bagillion customers. Copyright 2012, Toy Talk Inc. Private and Confidential Tuesday, April 17, 12
  • 9. Easy: Get a bagillion customers. Super cheaply. Copyright 2012, Toy Talk Inc. Private and Confidential Tuesday, April 17, 12
  • 10. As with many consumer facing startups... ...the cost of customer acquisition goes down as virality goes up. Copyright 2012, Toy Talk Inc. Private and Confidential Tuesday, April 17, 12
  • 11. ... but ... Copyright 2012, Toy Talk Inc. Private and Confidential Tuesday, April 17, 12
  • 12. Children don’t have an identity online. (for the most part) Copyright 2012, Toy Talk Inc. Private and Confidential Tuesday, April 17, 12
  • 13. Children are NOT on.. Copyright 2012, Toy Talk Inc. Private and Confidential Tuesday, April 17, 12
  • 14. TITLE XIII-CHILDREN'S ONLINE PRIVACY PROTECTION SEC. 1301. SHORT TITLE. This title may be cited as the "Children's Online Privacy Protection Act of 1998". SEC. 1302. DEFINITIONS. In this title: (1) CHILD.—The term "child" means an individual under the age of 13. (2) OPERATOR.—The term "operator"— COPPA (A) means any person who operates a website located on the Internet or an online service and who collects or maintains personal information from or about the users of or visitors to such website or online service, or on whose behalf such information is collected or maintained, where such website or online service is operated for commercial purposes, including any person offering products or services for sale through that website or online service, involving commerce— (i) among the several States or with 1 or more foreign nations; (ii) in any territory of the United States or in the District of Columbia, or between any such territory and— (I) another such territory; or (II) any State or foreign nation; or (iii) between the District 2012, Columbia and any State, territory, or Copyright of Toy Talk Inc. Private and Confidential foreign nation; but Tuesday, April 17, 12
  • 15. Children are NOT on.. Copyright 2012, Toy Talk Inc. Private and Confidential Tuesday, April 17, 12
  • 16. Children are NOT on.. fa d o ..re, kin hh. ey sh th Ss B ut f. s or to Copyright 2012, Toy Talk Inc. Private and Confidential Tuesday, April 17, 12
  • 17. Most viral tactics don’t work. :-( Copyright 2012, Toy Talk Inc. Private and Confidential Tuesday, April 17, 12
  • 18. Most viral tactics don’t work. Copyright 2012, Toy Talk Inc. Private and Confidential Tuesday, April 17, 12
  • 19. Most viral tactics don’t work. What does viral mean? Copyright 2012, Toy Talk Inc. Private and Confidential Tuesday, April 17, 12
  • 20. Most viral tactics don’t work. What does viral mean? Reaching new users. Copyright 2012, Toy Talk Inc. Private and Confidential Tuesday, April 17, 12
  • 21. The End Game Smith Family Jones Family Smith 1 Smith 2 Jones 1 Jones 2 MiniSmith MiniJones Copyright 2012, Toy Talk Inc. Private and Confidential Tuesday, April 17, 12
  • 22. Connecting Children Online Smith 1 Jones 3 MiniSmith MiniJones Copyright 2012, Toy Talk Inc. Private and Confidential Tuesday, April 17, 12
  • 23. Connecting Children Online Smith 1 Jones 3 MiniSmith MiniJones Copyright 2012, Toy Talk Inc. Private and Confidential Tuesday, April 17, 12
  • 24. Connecting Children Online Smith 1 Jones 3 MiniSmith MiniJones Copyright 2012, Toy Talk Inc. Private and Confidential Tuesday, April 17, 12
  • 25. Connecting Children Online Smith 1 Jones 3 MiniSmith MiniJones Copyright 2012, Toy Talk Inc. Private and Confidential Tuesday, April 17, 12
  • 26. Connecting Children Online Smith 1 Jones 3 MiniSmith MiniJones Copyright 2012, Toy Talk Inc. Private and Confidential Tuesday, April 17, 12
  • 27. Connecting Children Online Smith 1 Jones 3 MiniSmith MiniJones Copyright 2012, Toy Talk Inc. Private and Confidential Tuesday, April 17, 12
  • 28. Connecting Children Online Smith 1 Jones 3 MiniSmith MiniJones Copyright 2012, Toy Talk Inc. Private and Confidential Tuesday, April 17, 12
  • 29. Play to Win Do not “write for kids.” Copyright 2012, Toy Talk Inc. Private and Confidential Tuesday, April 17, 12
  • 30. Play to Win Turn your customers into users. Copyright 2012, Toy Talk Inc. Private and Confidential Tuesday, April 17, 12
  • 31. Play to Win CRUSH IT. Copyright 2012, Toy Talk Inc. Private and Confidential Tuesday, April 17, 12
  • 32. Play to Win CRUSH IT. Then come back and tell us how you did it! Copyright 2012, Toy Talk Inc. Private and Confidential Tuesday, April 17, 12