App for Pet Owners

1. PET NARRATORPET NARRATOR

2. Product Development
Cynthia Wu Yue
CTO
Tommy Chu Ming Chun
Marketing Director
Hanks Lu Heng
Investors & Advisers
Jong Lee, Brian Ho
COO
Yao Ye
CTO
Tommy Chu Ming Chun
Team introduction

3. What’s our business?

4. What do young female pet owners do with their pets?
Anyone keep ‘dairy’ for pets ?
Let’s see:
What’s our business? Current scenario

5. UGLY & BORING?
What’s your business?

6. What’s your business?
How do you buy pet goods?
So many items, for you?
Taobao.com Real Store
Expensive
Ask Friends

7. CHEAP & EFFICIENT?
What’s your business?

8. WHAT WE PROVIDE?
What’s your business?

9. What’s your business?

10. China mainland
Beijing, Shanghai, Guangzhou, Shenzhen
Market size

11. 7,500,000 people
• Pet owner
• Age 22-35 range
• Middle class income( ￥ 5000-
￥ 15000)
• Smartphone user
375,000 pet narrator user
5% download and use
375,000 pet narrator user
5% download and use
China mainland
Target Customer Description
Market size

12. China mainland
Referrals (CPA)
￥ 0.5 per purchase per customer
OR
￥ 150 per month per cooperator
Advertising (CPC)
￥ 16 per 1000 impression
OR
￥ 128 per month
￥ 150 per month
100 cooperators each city
4 cities
￥ 60000
￥ 128 per month
100 cooperators each city
4 cities
￥ 51200
￥ 111200 per month
X
X
X
X
= =
+
Market size

13. Value to parteners

14. Key Competitor: Pet Guide Key Competitor: Pet Next Door
•Revenue Model:
Advertising
•Backup: HK Veterinary
Nursing
Association
•Information based: Detail
information from veterinary
•No revenue model
•Community based
•Enhance the community by
contest
•Bad interface
•No further service provide
Pet Narrator’s Advantages
•Community based
•Diary system to hold users
•Easy and intuitive user interface
•Effective way for entrepreneur targeting customers
•A channel between users, entrepreneur and veterinary
Competitors

15. User
acquisition
Gather user
information
Intelligent
suggestions
From
•Ad,
•E-mail,
•Viral
marketing
•Distribution
partners
Includes
•Account
information
•Diary data
•Purchase
record
According to
•User behavior
•Location
•History
User switches
into profit
By
•Referral Fee
•Advertising
income
Business model

16. High quality user data
+
Large expected user base
+
premium targeted ads
=
High profit potential
Future potential

17. Thank you

27. Chu Ming Chun
12084856g

28. Jobs
 Provides technical direction for the
development, design, and systems
integration.
 Applies significant knowledge of industry
trends and developments to improve
service to our clients.
 Creates and executes development plans
and revises as appropriate to meet
changing needs and requirements.

29. Location Based
Service
Location Based
Service

30. Why?
 In a recent study, smartphone usage in the
United States has risen from 35 percent of
adults in 2011 to 46 percent in 2012.
 The people who receive location-based
information has doubled at 23 percent in May
2011 to 41 percent in February 2012.

31. Measurements
 Click rate on searching stores, veterinaries
and funeral services.
 View other pets nearby rate.
 How many times they really go to the shops.

32. Examples Study

33. Cloud
Storage
Cloud
Storage

34. Why?
 Maintenance cost for outsourced storage is
lower than local storage.
 Flexibility on increase or decrease the network
traffic capability.
 Higher stability and performance than local
storage.

35. Measurements
 Compare the cost between local storage and
cloud storage.
 Measure the accessibility and backup
availability.
 How fast we can access the server.

36. Examples Study
Dropbox
Mozy
Amazon Cloud Drive

37.  Improve our user interface by web analytics.
 Provide the most suitable information for
users, help users to search what they want as
fast as possible.
 Sell users’ locations data to company.
Tracking customers
behavior
Tracking customers
behavior

38. Why?
 Help us learn valuable information about your
customers’ behavior.
 It can tell us how to provide more value and
optimize every customer’s experience.
 Show us where things might be going wrong
so we can solve them and retain more of our
traffic as customers.

39. Measurements
 Research on how many clicks they can find
the right information they need. Testing
3 click rules and breaking 3 clicks rules each
month.
 External clicks on further information that they
may interest.
 Signup conversion rate.

40. Examples Study
 ClickTale doubled their sign-up conversions from 40% to
80% with a simple change of adding an explicit and very
visible “optional” label to the phone number input box.
Link
 Jared Spool wrote about a case on how removing a
button and adding a clear error message to avoid user
errors in a checkout process increased revenue by $300
million in just a year.
 A small business could buy a marketing report from
Verizon about a designated area. CNNMoneyTech

41. Marketing Director
12145198G Hanks Lu

42.  Set up the mid-long termmarket strategy for the business
 Improve the brand value of the company and business
 Help to the marketing teamdevelopment
HOW CAN I HELP THE BUSINESS?

43. New media ideas to help the business
 Weibo marketing
 location based service
 Virus video

44. 1.Weibo marketing
 Quick response to the PR problems
 Effective Advertising platform
 To Improve and keep the brand’s popularity and value

45. Case study

46. Why it will work?
 Weibo has a huge amount of users, the advertising and PR on
this platform can be wildly expressed.
 It is more interactive compared with mass media, so we can get
the feed back directly sometimes.
 Our customers are there, so it is easierto find them.

47. 2.Location based service
 send messages to users when they
nearby some stakeholders (pet stores,
Veterinaries, etc ) ;
 statistic how the users distributed and find
out the biggest market;
 use LBS to give users a gamified user
experience

48. Starbuck mobile pour
Stella Artois Le Bar Guide
Mini virtual car
Case study

49. Why it will work?
 Use LBS we can understand more detail information
such as userbehaviors about our customers.
 LBS is still a new and cool technology to the Chinese
customers, it will enhance our brand value.
 Gamification can create more fun, then lead to more
trust from customers

50.  Create the official page on different video
website such as Youku and Youtube.
 Use virus marketing, make fun videos and
make people share them;
 Connect with weibo marketing, increase the
quality of the content that weibo provide to the
audiences.
3.Virus video marketing

51. Cokacola
Apple_iphone5
Budweiser_wassup
Case study

52. Why it will work?
 Our target customers like surfing on the internet,
these videos can easier touch them
 a fun video can make strongermemory of our
brand in customers’ brains
 people will share the video by themselves if it is
interesting enough, so it is low cost and high effect

53. How can we measure the success criteria for
these ideas- and how long it would take?
Forthe Weibo idea:
Follows,comments and shares. These things will show how good your
brand is spread.
Forthe LBS idea:
to measure how much user purchase goods with the message we sent
them;
Forthe video idea:
Comments, clicks and shares.

54. Yao Ye
12141415g
Individual Work

55. Role in company—Operation
Using mobile phone software supervision system to
protect whole app security.
Ensure to establish a high credibility of the
promotions specialists' platform.
Customer feedback service.

56. The trend

57. Why mobile phone software supervision system
• More Efficiency- improve the supervision efficiency.
• More Safty- after use this system, it will provide
more clean and stable communication environment
in our app.
• Achieve Remote Monitoring- it is more convenience
for users.

58. How to evaluate
• How many malicious ads the system prevents in one
month.
• How many times the app automatically shut down in
one month.

59. Why high credibility
There were 24535 phishings
happened in 2012
Payment transactions category
occupied 68.08%

60. How to build high credibility
2.Using the real-name authentication system.
1.Introducing ICP(Internet Content
Provider ).

61. How to evaluate
In one year
• How many customs do the real-name authentication
• How many stores provide the license

62. Examples
Taobao has own real-
name authentication
system and need license.

63. Customer feedback service.
• When you come to the pet store interface, there is a
feedback questionaire.
• We also provide all kinds of contact imformation.
• Customs can login official website to give
suggestions.

64. 08/09/13
Examples
This is the Taobao customers
feedback.
Feedback servise
website.