1. SF SCORE
Business
Consulting Project

2. BRAND:
SF Score is a non-profit organization that
provides start-ups and SMEs business
consulting services.
BACKGROUND:
San Francisco has the most active start-up
scene in the U.S., however, SF SCORE still has
a less brand awareness in terms of business
consulting services.

3. PAIN POINT:
Low proportion of user’s participation on social media.
2,217 tweets from September 4th,2009 to May 16th, 2o16
tweets per day tweets favorited
user mentions replies
retweets hashtags
link times
tweets retweeted
0.91 60
666 0.3% 0.3%
0.11
1.25
0.3%
3%
6.9%
00
232
63 249
8
192
154

4. What we want to accomplish:
1.Building a strong brand relationship
between small business owners and
mentors.
2.Driving traffic to SF Score via the
Score app.

5. The Business“Tinder”
Get business off the
ground
Keep the consistency
Meeting up professional advice
givers nearby your location.
Setting up in-person meeting
between small business owners
and mentors at no cost
Building a long-term and
high-quality business consulting
services

6. STRATEGY:
Building up a business consulting app for the SF
Score to build brand awareness and drive traffic.
- The SF Score App provides a marketplace that
hooks up in-person meeting between SME owners
and mentors. You can talk to advice givers either
on phone for free or set in-person meeting at no
cost.

7. HOW TO GET PEOPLE EXCITED AND EARN PEOPLE’S TRUST
- We build trust via education and convience
We provide a one-year business consulting program at no cost for users who download this app.
List of Courses:

8. INSIGHT:
Giving startups and SMEs Advices From World Class Experts Alongside You
100%13:00 PM
Find a mentor by selecting a skill
you need the most assistance
Select a Skill
B2B Sales
B2B Services
Banking
Branding
Bugeting
Business Plan
Sign in Log in

9. ALL MATCHES
Marvin Brook - 1mile
Skills:
Accounting, Advertising, Angel Invest-
ing/VC Funding, B2B Sales, B2C Sales,
100%13:00 PM
Schedule a call
AVAILABLE IN SCORE
Stacy Boesch - Meet in SF SCORE Office
Skills:
Budgeting, Business Evaluation, Cash
Flow, Consulting, Customer service
13:00 PM
Schedule a meeting
100%

10. ALL MATCHES
Marvin Brook - 1mile
Skills:
Accounting, Advertising, Angel Invest-
ing/VC Funding, B2B Sales, B2C Sales,
100%13:00 PM
Schedule a call
AVAILABLE IN SCORE
Stacy Boesch - Meet in SF SCORE Office
Skills:
Budgeting, Business Evaluation, Cash
Flow, Consulting, Customer service
13:00 PM
Schedule a meeting
100%13:00 PM
Mentor History
Marvin Brook‘s Mini-Resume
American Entrepreneur.
Founder, CEO at incFro Consuiting
Co-founder flowtown.
Founder of ... ... Read Moe
Marvin Brook
9:30AM - 10: 30 AM
Conversation Topics:
Branding, Budgeting, Business Development
100%13:00 PM
Make a Call

11. Soylent Research

12. Brand:
Soylent is a food product (classified as a food, not
a supplement, by the FDA) designed for use as a
staple meal by all adults. Each serving of Soylent
provides maximum nutrition with minimum effort.

13. Background
- Consumers Want Healthy Stuff--And Will Pay More For Them
Nielsen 2016 Global Health & Wellness Survey
Pay more for products that claim to
boost health and weight loss
Other

14. Background
- Consumers Want Healthy Stuff--And Will Pay More For Them

15. Competitive Landscape

16. Huel – UK Market Only
Ambronite – Price is way more expensive than Soylent.

17. 1. Useful for those who lack cooking
skills, Bachelors
2. Convenient, nutritious, effortless,
portable, and filling in the morning
No satisfaction of solid food
- Soylent is missing a critical feature
of the food experience: pleasure
Only is one flavor available.
1. Variety of flavors should be intro-
duced.
2. It's currently restricted to U.S.A.
and Online. Scope of extension
1. Less scientific evidence makes
people skeptical.
2. Recipes aren’t patentable.
3. Ambronite has become a competitor
Strengths Threats
Weaknesses Opportunities
SWOT

18. TOP SOYLENT BENEFITS
TIME
Prepare multiple
meals in minutes no
need to shop for indi-
vidual ingredients or
plan ahead
MONEY
Spend less than $10
per day on food and
less than $4 per meal
-get more than a
day’s worth of meals
for less than the cost
of takeout
NUTRITION
Eat balanced and
wholesome- get all of
the essential nutrients
required to fuel the
human body

19. Business Challenge
Business point of view
Formula is not patentable
An agile organization could even
attempt a copy-cat product and
take advantage of their retail
relationships to capture the
market ahead of Soylent.
Customers point of view
Limited/joyless flavor
“When Soylent debuted last
year, the New York Times’tech
columnist Farhad Manjoo de-
scribed it as“the most joyless
new technology to hit the world
”
Medical evidence point of view
No medical proof to earn credibility
Based on scientific evidence are
inevitable, otherwise it is hard to
say that it is the foundation of a diet
as Rhinehart, who is the founder of
Soylent, initially recommended.

20. “It took a while to get used to the taste and drinking it without
agave nectar in it.”
-Valerie
“I’m going to try it with a little hershey's milk chocolate flavoring”
- Chase Grammer
“If you're someone who can't eat something unless it's
bursting with flavor or overly-sweet, this isn't for you.”
-Chris Webber

21. This year 3158 respondents filled in the survey.
71% of respondents report replacing
1-2 meals a day from soylent
“I used them as an affordable
snack to hold me over to my
next meals. So it saved me a
ton of time but not about to
give up real food.“
-Nick Wong
SOYLENT USER
SURVEY 2016

22. Highlights from Soylent eater survey
50% of respondents are
between 25 and 34 years old,
with a further 25% between
18 and 24, and 19% between
35 and 44 years of age.
50%25%19%
25-34 Years18-24 Years35-44 Years

23. Highlights from Soylent eater survey
A massive 62.5% of
people reported feeling that
their health had improved
since they started using drink-
able meals.
62.5%
SameImproved
25%
*Further research needs to be performed to back this up with actual medical data

24. Who is our audience today?
“Currently we’re seeing a lot of interest from younger, edu-
cated males—people who are just busy or passionate
about something. There are a lot of grad students, single
parents and business travelers.”
- Founder,Rob Rhinehart
Who do we want it to be tomorrow?
Workaholics who resent the cost and hassle of preparing
regular meals.
Adults who lack of cooking time and skills.

25. Sam Altman
"I learned the value of hard work by
working hard."
Age: 31
Work: Entrepreneur
Location: San Francisco, CA
Character: A rail-thin workaholic
Personality
Introvert Extrovert
Analytical Creative
Conservative Liberal
Passive Active
Goals
Spend less time but get nutritious diet on a daily basis
I want something quick I could grab a I run to work in the
morning, and still have it be somewhat healthy.
Frustrations
I rarely have time to eat properly and when I do have time
its a super early breakfast and a super late dinner. In-
between, I needed a quick meal to keep me going
between real meals.
I often get so busy at work that I forget to eat until my
stomach is screaming at me
Bio
Sam Altman, an entrepreneur who is now president of Y
Combinator, a startup boot camp, was so cost-conscious
and focused on building his 1st company, Loopt, that for
weeks he ate only Ramen noodles and ice cream,
until he developed scurvy.
He does not enjoy driving 15 minutes just to grab something to eat
and 15 minutes back so he decided to try a meal replacement
Motivations
Incentive
Fear
Achievement
Growth
Power
Social
1. He started the company a few years ago
– it has taken off very well
2. Tech-savvy guy driving Tesla
3. He likes to read (fiction) whenever he
gets the chance.
4.Doesn’t matter what the occasion is
known for his punctuality
Persona Brand

26. Stacy Nelson
"Believe in yourself and all that you
are. Know that there is something
inside you that is greater than any
obstacle."
Age: 21
Occupation: Student
Location: San Francisco, CA
Personality
Introvert Extrovert
Analytical Creative
Conservative Liberal
Passive Active
Goals
Find some stuff could keep me away from problematic
food temptations.
Find an affordable and nutritious snack to hold me over
to my next meals, so it could save me a ton of time but
not about to give up real food.
Frustrations
As a college student, without much time in the morning as
I wake up late and end up snacking all morning with
vending machine candy to make up for it.
Bio
Rebecca lives on campus in the dorm she shares with two
other College of AAU students. She is one of those people
who has trouble waking up in the morning, so she never
has time make a healthy, sit-down breakfast before
classes.
She has been searching for some products that could be
both time saving, affordable and nutritious so that she does
have to worry about her healthy issues in terms of a long-
term less nutrition intake in the morning on a daily basis.
She saw an ad for Soylent, and realizing the need for
something fairly healthy, reasonably priced, quick,
effortless, portable, and filling in the morning. She decided
to give it a try.
Motivations
Incentive
Fear
Achievement
Growth
Power
Social
1. Her main environment is colleg campus
2. Motivated by convenience, value, style
3. Thinking something cheaper and healthi-
er than buying a greasy breakfast sandwich
4. Living within her budget
Persona Brand

27. Research Summary
- Soylent is a necessary life accessory
We are not trying to replace food.
We just want to fill in the nutritional gaps in every day diets.

28. Pair Soylent with flavors, make social listening on social media
Product Suggestions
+

35. Product Suggestions
2. Make Soy-lent a food favorite for breakfast
-Soylent captures a larger part of the market for breakfast food.

36. ”The first time I tried
adding a little maple
syrup for flavor but it
didn't make it better or
worse, so I don't bother
with additives anymore.”
- Cullen Newsome

37. “I really have never had time for breakfast and end up
snacking all morning with vending machine candy to make
up for it.”
- Chris Webber
”I'm the type of person who hates eating in the morning. I
also have sleep issues so I always wake up late for work.”
-Chase Grammer
“I ordered this thinking it would be cheaper and healthier
than buying a greasy breakfast sandwich at the local gas
station every morning.”
- Madison

38. “Overall my energy levels in the morning have skyrocketed! I am
someone who never has breakfast because I don't have to time to
make it so it's has really become a life saver for me. I can focus
better at work now that my nutritional needs are met and don't feel
distracted by hunger any more..”
- Rachel
“As a college student, without much time in the morning as I wake
up late, this product is great for an on the go breakfast.”
-Stacy Nelson

39. Make a travel trend -
A nutrient-rich power boosts your flight
PRODUCT SUGGESTIONS

40. TREND

45. Biotrue Creative Campaign

46. Key Features & Benefits
1. Allows for the oxygen a healthy eye needs
2. Maintains 98% of its moisture for up to 24 hours
3. High Definition Optics for crisp, clear vision all day
Strong Brand Awareness
EXPOSURE-FOCUS DAILIES VIEWS EXPOSURE-ACUVUE QASYS VIEWS
114,217 95,412
EXPOSURE-BIOTRUE VIEWS
135,282
October 15th - November 15th
Tweets per day: October 15th - November 14th

47. Pain Point
Unique selling point is needed in terms of getting a better communication with customers
and gaining customers loyalty.

48. Love meeting people. Workaholic.
Yoga fanatic.
Personality
Goals
Frustrations
Bio
Motivations
Brands
Preferred Channels
she graduated from advertising department in AAU and works
as an account planner
Her mainly working tasks are meeting clients, doing research
and strategy building at computer on a daily basis. She
switched to wear contacts from eyeglasses when she was in
charge of strategy building in terms of cooperating with clients.
She takes off to take Yoga classes every single day after work.
However, because of the habit of wearing eyeglasses, her eyes
always feel too dry to feel comfortable within wearing contacts
for a whole day.
She is meeting clients and using computer quite often on a daily
basis. In terms of conforming the curvature of her eyes, it's a
dilemma to find a a pair of contact lenses to both keep eyes
brighten and moist.
After work, she takes off to take Yoga classes every single day.
However, her eyes always feel too dry to feel comfortable within
wearing contacts for a whole day
Having a pair of contact lenses to keep eyes brighten and moist
all day long
Age: 25
Work: Account planner
Family: Not married
Location: San Francisco, CA
Introvert
Analytical
Conservative
Passive
Extrovert
Incentive
Achievement
Social
Traditional Ads
Online & Social Media
Creative
Liberal
Active
Christine Pelosi

49. Rebecca Nelson
"Hard work + Dreams + Dedication =
Success"
.
Age: 21
Work: Student & Dancer
Family: not married
Location: San Francisco, CA.
Character: Extrovert
Personality
Introvert Extrovert
Analytical Creative
Conservative Liberal
Passive Active
Goals
Need a pair of contact lenses to beautifying Your Eyes with Utmost
Moisture
Need a pair of contact lenses to add naturally impressive
elegance to the overall appearance on a daily basis
Frustrations
Maintaining beauty and energy through long study hours.
Maintaining balance between studying and choreography
Bio
Rebecca lives on campus in the dorm she shares with two other
College of AAU students. She is studying fashion merchandising and
one of the Warriors basketball cheerleaders. Lots of time she needs
to do dancing rehearsals until late night after school.
She wants show her confidence and beauty through eyes night in
night out. She is struggling to find a pair of contact lenses, which
could add naturally impressive elegance to the overall appearance
on a daily basis.
Motivations
Incentive
Fear
Achievement
Growth
Power
Social
Preferred Channels
Traditional Ads
Online & Social Media
Referral
Guerrilla Efforts & PR

50. THE “GET TO BY” STRATEGY
GET: customers who want to keep their eyes moisture night in night out
customers who want to add naturally impressive elegance to the overall appearance
TO: buy a pair of Biotrue contact lenses
BY: creating a brand personality - Beautifying Your Eyes with Utmost Moisture

54. Media Plan

55. BRIEF
OBJECTIVE
Tacodeli is an Austin, TX- based taco shop chain
looking to open its first location in the Bay Area
Launch a new Tacodeli location in San
CHALLENGES
Saturated market with many existing options
Low/non-existent brand awareness
TARGET AUDIENCE
San Francisco residents
PARAMETERS
Store opens July 1, 2016
Budget: $500,000
Tacodeli Campaign

56. THE PRIMARY TARGET AUDIENCE
Mexican Food Fanatics in SF
20% more likely to eat more than
ten-times Mexican food in last 30
days in SF
Millennials
25-34
35-55
55-75
0-24
Tacodeli Campaign

57. THE SECONDARY TARGET AUDIENCE
20% of Hispanics more likely to eat
more than 16-times Mexican food in
last 30 days in SF
Millennials
Tacodeli Campaign

58. CHALLENGE
Direct Competitors Brand Competitors
Low/non-existent Brand Awareness
There are more than 26 Mexican food
restaurants in Mission district
Tacodeli Campaign

59. COMPETITIVE ANALYSIS
BRAND PRICE CONVENIENCE HEALTHY
Chipotle
Taco Bell
Qdoba
Tacodeli
$5-$7
>$1-$7
$5-$6
$2.5-$5.5 Fast causal, online catering
and ordering,
Freshly prepared, local
ingredients
Freshly food, high caloric
content
Freshly food, high caloric
value
USDA Meats
Fast causal, online catering
and ordering,
Fast causal, drive through,
open late
Fast causal, online catering
Tacodeli Campaign

60. Build Awareness Make Social Listening
STRATEGY
Taking advantage of
pre-roll commercials,
radio station and TV
commercials to build
brand awareness
Using social media to
drive potential audience
having conversations
Using TV reports and
local news to increase
brand credibility
Keep Momentum
Media Recommendation Media Recommendation Media Recommendation
Tacodeli Campaign

61. :30s Spot
CPM: $45
TOTAL COST: $90,000
IMPRESSIONS: 2,000,000
22% of Mexican Food Fanatics more likely to watch FX
channel in last 30 days
Build Awareness
FX is available to approximately 94,006,000 pay television
households (80.8% of households with at least one television
set) in the United States.
22%
Tacodeli Campaign

62. :30s Spot
CPM: $45
TOTAL COST: $90,000
IMPRESSIONS: 2,000,000
25% of Mexican Food Fanatics more likely to watch
A&E channel in last 30 days
Build Awareness
The channel originally focused programming on biogra-
phies, documentaries, and drama series but has later ex-
panded to include reality television programming. As of
July 2015, A&E Network is available to approximately
94,964,000 pay television households in the United
States.
25
Tacodeli Campaign

63. TrueView InStream Skippable Pre-Roll
:30s
CPV: $0.1
TOTAL COST: $60,000
IMPRESSIONS: 600,000
Build Awareness
The largest video destination in the world,
50% of Mexican Food Fanatics more likely to
go through YouTube in last 30 days
Tacodeli Campaign

64. Build Awareness
6am-10am 10am-3pm 3pm-7pm 7pm-Mid
Monday-Friday
Saturday-Sun-
Time and percentage of listening radio
Tacodeli Campaign

65. 25% of Mexican Food
Fanatics more likely to
go through Pandora in
last 30 days
Build Awareness
:30s Audio
CPCM $17.00
TOTAL COST: $51,000
IMPRESSIONS: 3,000,000
Tacodeli Campaign

66. Build Social Listening
Twitter
The top-notch micro-blogging social platform
Promoted Tweet- Interest Targeting
CPC: $4.5
TOTAL COST: $45,000
TOTAL CLICKS: 10,000
Tacodeli Campaign
Use twitter to discuss the upcoming launch

67. 45% of Mexican Food Fanatics
more likely to review comments
in social media in last 30 days
Build Social Listening
The company trains small businesses in
how to respond to reviews, hosts social
events for reviewers, and provides data
about businesses, including health in-
Display Banners- Geotargeting/Contextual
CPM: $10.00
TOTAL COST: $46,000
IMPRESSIONS: 4,600,000
Tacodeli Campaign

68. 35% of Mexican Food
Fanatics more likely
to eat fresher ingredi-
ents in last 30 days
25% of Mexican Food
Fanatics more likely
to try new food in last
30 days
34% of Mexican Food
Fanatics more likely
to think breakfast is
more important in last
30 days
Build Social Listening
Make conversations on Facebook
Sponsored Stories
CPC: $4.5
TOTAL COST: $45,000
TOTAL CLICKS: 10,000
35% 25% 34%
Tacodeli Campaign

69. Keep Momentum
60% Mexican Food Fanatics more likely to use
Google to search information in last 30 days
Text Link
CPC: $2
TOTAL COST: $29,000
TOTAL CLICKS: 14,500
Tacodeli Campaign

70. Keep Momentum
RadiumOne is an advertising platform which covers online,
video, social and mobile advertising using real-time bid-
dings. It has listed as the "ninth largest online ad network"
by ComScore.
Display Banner: Contextual
CPM: $6.00
TOTAL COST: $24,000
IMPRESSIONS: 4,000,000
Tacodeli Campaign

71. Keep Momentum
%
%
%
%
%
Banner
ADS
Email
ADS
Float
ADS
Full Motion
ADS
Pop-up
ADS
Web links
ADS
65%
65% of Mexican Food Fanatics more likely
to check emails in last 30 days
5.2% of Mexican Food Fanatics more likely
to check email ads in last 30 days
Tacodeli Campaign

72. June July August（launch）
600,000
10,000 10,000
VIEWSSOCIAL STRATEGY FLOW
Tacodeli Campaign

73. June July August
2,000,000 2,000,000
4,600,000
4,000,000
（launch）
3,000,000
SOCIAL STRATEGY FLOW IMPRESSIONS
Tacodeli Campaign

74. Filmpower - ROXOR Campaign & Package Design

75. The most well-known brand in gyro stabilizer brand industry.
We are a worldwide company with a line of professional camera equipment products
dedicated to innovation and creative technology.
Who Are We?
BRIEF

76. What is Roxor?
1. Roxor is an integrated gimbal 4K camera with high quality camera
lenses, 3 axis gyroscope and built in LCD screen.
2. Roxor is the perfect hand-held camera for recording extreme
sports or home movies.
What is the impact?
Opening new markets will allow millions of people to take better pic-
tures and movies, and create better memories.
What is the pain point?
Low/non-existent brand awareness in consumer electronic industry
BRIEF

77. INSIGHT
Everyone can be the professionals. https://vimeo.com/159909641
INSIGHT

78. STRATEGY
Sale Strategy:
Building Indiegogo Campaign to drive brand traffic

79. STRATEGY

80. STRATEGY

81. Sale Strategy:
Building brand awareness by participating international consumer electronic shows
CEBIT 2016 CES 2016 CONNECT 2016
STRATEGY

82. Sale Strategy:
Getting exposure by media worldwide
STRATEGY

83. STRATEGY

84. SOCIAL MEDIA IMPACT

85. Prototype -1 Prototype -2 Prototype -3
PACKAGE DESIGN

86. PACKAGE DESIGN

87. PACKAGE DESIGN