1. something-something-something.com Formerly “Personal Libraries”

2. Week 7 Canvas Upwardly mobile young professionals making $2-10K of discretionary online purchases a year (excluding travel) FB/TW posts from users you know Company blog, FB, TW accounts Discover online goods recommended by friends at the lowest possible price from trusted vendors FB/TW posts from cartpop users you know Bloggers and Media targeting customer segment Retail marketing partners IE/FF/Chrome teams Affiliate Program Providers Affiliate program SEO/SEM/SM IE/FF/Chrome App Stores Developers Marketers Affiliate program fees Licensing Subscription fees Ad revenue AWS Infrastructure SEM Eng & Marketing OpEx

3. Week 8: Social Shopping FB/TW posts from users you know Company blog, FB, TW accounts FB/TW posts from cartpop users you know Bloggers and Media targeting customer segment Retail marketing partners IE/FF/Chrome teams Affiliate Program Providers MVP: Trusted Advice on products tailored to your needs by people and groups relevant to you. Pat the Professional Upwardly mobile, $2-10K discretionary purchases/year (excluding travel) Affiliate program SEO/SEM/SM IE/FF/Chrome App Stores Developers Marketers Affiliate program fees Licensing Subscription fees Ad revenue AWS Infrastructure SEM Eng & Marketing OpEx

4. Feedback this Week Teaching Team Mentors You need to review what you did with Personal Libraries and redo as much as possible for Wantio What experience and expertise does the team bring to this problem? What are your unique insights into the problem? What unmet needs that matter (offer the consumer tangible value) are you seeking to fulfill? Who else is trying to do this, and what is unique/interesting about their approach, and what is deficient? What is the scale? If you win this category, how big is the company? Who wins and who loses if you are successful?

7. Values celebrity trends & friends’ opinions

8. Wants high ticket items at lowest price

10. Hates tedious work

11. Identifies as influencer among friends

14. Customer Segment: Top shoppers spend a lot of money ~$7B spent by Top US Shoppers/yearBased on 918K top shoppers (given top 3% of professionals shopping online) * $7,625/year online spend1 1vetted against $1072 average weekly wage (US Census) * 2.84 weeks salary spent per month (given 51-75%, 75% spend levels) * 0.2 after tax discretionary income ratio 50%+ of monthly spending for Top Shoppers happens online

15. Customer Segment: US distinctly different from rest of world in key areas Comparison shopping and aggregators less popular in US than in rest of world US most likely to share positive experiences online vs. rest of world

16. Customer Segment: Reviews & popularity highly disproportionate across products

21. TheFancy.com : People connected via Objects Phone call with founder Joe Einhorn 10,000 users, 100 million objects in database Vision: Wherever you are on the web or in the world, if you see something you like you can express it & learn more, Target user: anyone who owns / buys Most content is given free to user (without sign up), Avg unique visitor views 20 pages, priority is to get users viewing & publishing on the site No formal user acquisition process, want to keep user visits organic Early adopters / active users rewarded with titles, ex: editor in chief, art director Partners: 1. Media companies, journalists who discover cool things 2. Stores that sell the same or similar items

22. Customer Segment: Stanford Survey Results (n=40)

23. Customer Segment: Stanford Survey Results (n=40) People spend more than they think

24. Customer Segment: Stanford Survey Results (n=40) People love a discount, but aren’t price conscious

25. Customer Segment: Focus on young & affluent Young (18-34), affluent women ($50K-80K+) Young (18-34), affluent men ($50K-80K+) BENCHMARK: Gawker Media crowd (~19M UV/month)

26. Week 8: Social Shopping FB/TW posts from users you know Company blog, FB, TW accounts FB/TW posts from cartpop users you know Bloggers and Media targeting customer segment Retail marketing partners IE/FF/Chrome teams Affiliate Program Providers MVP: Trusted Advice on products tailored to your needs by people and groups relevant to you. Pat the Professional Upwardly mobile, $2-10K discretionary purchases/year (excluding travel) Affiliate program SEO/SEM/SM IE/FF/Chrome App Stores Developers Marketers Affiliate program fees Licensing Subscription fees Ad revenue AWS Infrastructure SEM Eng & Marketing OpEx

27. Trusted Advice

28. Value Proposition: How to create “Trusted Advice”? Preference Purchase People Self-selected people and groups join for shared advice relevant to their “micro-communities” INCENTIVES: access (“insider” community), reciprocation (dialog, Q&A) FIRST COMMUNITIES: MBAs, Stanford, shopping bloggers Expression of preference (tweet, FB, blog, Q&A, etc.) INCENTIVES: reputation (likes/ratings, associations), ease of use (tools & templates) FIRST FEATURES: “Click to blog” on products; auto-product research Buy relevant items quickly & easily from vetted vendors INCENTIVES: auto-analysis (price, tax & shipping comparison), implicit endorsement (insiders “connected” with product) FIRST PRODUCTS: MBA Admission Books Hypotheses Pat the Professional Shared Wishlist Books MBA students/prospects Shared Purchases Electronics Shopping Enthusiasts … Experiments … Recommendations Q&A … Favorite Vendors …

29. Experiment 1: Community Recommendations (MBAs + Admission Books)

30. Experiment 1: Community Recommendations (MBAs + Admission Books)

32. Experiment 1: Community Recommendations (MBAs + Admission Books) Expanding APRU (strawman numbers) Developing Community

33. Experiment 2: In-Context Shopping Recommendations

34. What’s Next FB/TW posts from users you know Company blog, FB, TW accounts FB/TW posts from cartpop users you know Bloggers and Media targeting customer segment Retail marketing partners IE/FF/Chrome teams Affiliate Program Providers MVP: Trusted Advice on products tailored to your needs by people and groups relevant to you. Pat the Professional Upwardly mobile, $2-10K discretionary purchases/year (excluding travel) ? Affiliate program SEO/SEM/SM IE/FF/Chrome App Stores Developers Marketers Affiliate program fees Licensing Subscription fees Ad revenue AWS Infrastructure SEM Eng & Marketing OpEx

35. THANK YOU

36. Takeaways What experience and expertise does the team bring to this problem? Large scale perspective - Former Windows Live manager experienced running multi-million user services Rapid development - Engineer experienced in rapid development with open source community & web tools Early stage experience – Serial web entrepreneur in niche lead gen business, 100K+ high quality UVs/month Data-driven design - Seasoned project manager focused on high speed research, analytics and usability What are your unique insights into the problem? What unmet needs that matter (offer the consumer tangible value) are you seeking to fulfill? Who else is trying to do this, and what is unique/interesting about their approach, and what is deficient? What is the scale? If you win this category, how big is the company? Who wins and who loses if you are successful?