J

OAP - JOKOA
a family sharing interaction platform

ITALY GOES INTERNATIONAL TEAM SURVEY ON JOKOA PROJECT Stanford University - Technology Entrepreneurship Course

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Opportunity Analysis Project (OAP) deadline on November 20, 2012, 11:59 pm PST.

OAP - JOKOA
ITALY GOES INTERNATIONAL TEAM SURVEY ON JOKOA PROJECT

a family sharing interaction platform

Stanford University Technology Entrepreneurship Course Instructor: Chuck Eesley Assistant Professor, Management Science & Engineering, Stanford University October 15, 2012 - December 20, 2012

report on start up idea

PROJECT: NAME: WEB PLATFORM BASED IN PARENTS/CHILDREN LONG DISTANCE INTERACTION JOKOA - JOKOA.com

Jokoa is originally designed as an online platform to allow parents to stay in touch with their children through on line inteaction i.e: video calls, common activities like reading/painting, learning trough and via gaming experience.

MAJOR NEED ITEMS AND TARGET: CUSTOMERS USERS Parents who need to keep contact with their children, for example outside workers, soldiers, people on business trip, divorced parents, grandparents. Kids aged 5-8 Kids aged 9-12

SIMPLE LAYOUT OF POSSIBLE WEB INTERFACE

SIMPLE LAYOUT OF POSSIBLE INTERACTION

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survey on jokoa project

APPLICATIONS THAT ALLOW SOCIAL CONTACT Nowadays there are a lot of application to stay in touch overcoming distances: Facebook Google Plus Other Social networks Skype All these platforms arent designed for children: social network are too social with big privacy problems Skype and similar are too limited, they dont allow real interaction.

0.1

GENERAL STATISTICS SOURCE THIS NEED HAS BEEN SUGGESTED BY THE PRESENCE OF THE FOLLOWING STATISTICS:

91%

of kids between 2 and 17 years play games.(*)

48%

of parents play computer or video games with their kids weekly (**)

97%

of the times parents monitor their children playing (**)

(*) http://techcrunch.com/2011/10/11/91-of-kids-aged-2-17-playing-video-games-says-report/ (**) http://www.onlineeducation.net/videogame

interviews and customer feed back

To test the idea and to understand if the we have found a real need, we followed two analysis paths:

A SURVEY ON SURVEYMONKEY FACE TO FACE INTERVIEWS

To get quick and comparable answers from at about 100 people where the number of people interviewed was lower, but where we get more complex responses SEE RELATED VIDEO ON SEE RELATED PDF QUESTIONNAIRE

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survey feed back

DO CUSTOMERS HAVE THE PROBLEM THAT YOU THINK THEY DO? According to customers feed back we found that the need were try to interprete is not felt ONLY by parents/children but also in grandchildren or siblings, with the risult of an increased percentage expected in paltform market share. By the survey we notice - as expected - that the problem is more felt by MALE with an age between 31 to 40, because in this range of population we can find more people who could be far from home for work.* *Obviously the survey was taken by people with kids or nephews.

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RESPONDERS PER GENDER

71,80%
MALE

28,20%
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RESPONDERS PER AGE

FEMALE

7.70%
years 41 to 50

years 50 to older

23.10%

23.10%

years 31 to 40

years 31 to 40

46.20%

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DO YOU HAVE CHILDREN OR NEPHEWS

61.50% 25.60% yes yes more than one

12.8% no

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economic analysis
IF SO, HOW ARE THEY CURRENTLY SOLVING IT AND HOW MUCH DO THEY PAY FOR THAT SOLUTION? Most of the respondents answered that they commonly have a daily home call, while a small part of them use video chat app. They are aware that kids need to get confident with technology, though it requires parental controls.

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HOW DO YOU STAY IN TOUCH AND INTERACT WITH YOUR KIDS WHILE YOU ARE AWAY FORM HOME FOR FEW DAYS?

28.20%
vidochats several calls a day

15.40%

7.70%
other

I call once in the evening to say hello

48.70

0.00%
via email

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DO YOU THINK TECHNOLOGY IS SUITABLE FOR KIDS?

5.10%
Other YES, kids have to get familiar with technology

28.20%

2.60%
NO

YES, under parental supervision

64.10%

EVIDENCES: The majority of people use call because it is the easiest way to stay in touch with their beloved one, while claiming that the use of video chat is more complex but would offer a better interaction experience.

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first results
From responders feedback we have to keep in mind these aspects in the development of Jokoa: WE CANT OFFER A GREAT EXPERIENCE SACRIFICING THE USABILITY AND THE SPEED OF TELEPHONE CALL WE HAVE TO OFFER VERY STRONG TOOLS TO ENSURE PRIVACY ACCORDING TO PARENTS NEEDS THE IDEA OF THE PLATFORM GENERATES A LOT OF INTEREST the Respondents realize they could interact and talk with their children at the same time. They believe Jokoa wolud be a good way to cope their children while they travel for work. better than using alone email, IM and chat app, with with which they only can have a chat. i.e.: THE FORMULA IS IN REPLICATING THAT ASPECT OF PARENTAL RELATIONSHIP MISSING STORYTELLING OR READING WITH BOTH PARENT AND CHLID WEB BOOK INTERACTION SINGING OR PLAYING MUSIC TOGETHER TOGETHER PAINTING GAMING The possibility in playing together this is a more general aspects that requires another survey in order to better focus WHAT KIND AND HOW SAFE GAMES we have to introduce next into Jokoa.

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WHAT DO YOU MISS THE MOST IN THE RELATIONSHIP WITH YOUR KIDS WHILE YOU ARE AWAY FROM HOME FOR FEW DAYS?

12.80%
Other

Watch video together

15.40% 17.90%

76.90%

Play with them

Singing or play music together

Going to the playground

38,50%

25.60%

Read them a book

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HOW MUCH WOULD YOU BE HAPPY TO PAY MONTHLY FOR AN APP THAT WOULD ALLOW YOU TO STAY IN TOUCH AND SPEND TIME WITH YOUR KIDS WHILE YOU ARE AWAY FROM HOME? in US $

Other NO thanks, I only use free apps 10/+ 5/10 2/5 0/2

2.60%

7.70% 15.40%

23.10% 25.60% 25.60%

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conclusions
FORM OF PAYMENT We were not surprised that the MAJORITY OF RESPONDENTS WERE NOT INTERESTED IN A PAID APPLICATION, preferring a FREEMIUM SOLUTION, free at first, but with the POSSIBILITY OF BUYING specific and advanced content within the system. FEE From the survey we also get the info that the MONTHLY FEE would not be accepted by all responders probably it would better accepted A PAY FOR USE FEE solution. IS THERE A DIFFERENT PROBLEM THAT THEY ARE MUCH MORE INTERESTED IN HAVING YOU SOLVE FOR THEM? Regular travel is hard for parents and children and also for grandparents when their beloved are away for a long time. They know that this service could help them to feel closer, but could not solve the problem completely. LET US KNOW IF YOU ARE STILL PURSUING THE SAME IDEA OR IF YOU ARE CHANGING TO A NEW IDEA BASED ON CUSTOMER FEEDBACK. Our survey shows that the interest in this app is great and that the respondents prefer not only to play game with their children, but also to read them a book, to sing or play with them, to watch videos or even paint togegher: AS A RESULT JOKOA HAS TO OFFER A WIDER RANGE OF SERVICES THAN ONLY GAMES. NEXT PAGE APPENDIX ON MARKET SIZE AND QUESTIONNAIRE>

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market size
TOTAL ADDRESSABLE MARKET Through a basic research on the web we calculated the Total Addressable Market as of 32.5 B USD. (TAM = 78.5 70 + 24) source: http://www.reuters.com/article/2012/06/01/us-videogameshow-e3-show-factbox-idUSBRE8501IN20120601 SEGMENTED ADDRESSABLE MARKET We consider the Segmented Addressable Market to be of around 2B USD source: http://www.quora.com/Educational-Games/What-is-the-market-size-for-educational-games EXPECTED TURNOVER For a rough estimation, we approximated the turnover of Jokoa with the expected turnover of an android app dedicated to children and listed on Google Play. THE LAST 30 DAYS TURNOVERS of 130 apps dedicated to kids within several subcategories were considered. THE AVERAGE TURNOVER (last 30 days observed) calculated was of about 105 k, with a 95% certainty that this would not fall under 5k.

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TURNOVER

Turnover in KEuro / per app / last 30 days 100.00% 90.00% 80.00% 70.00% 60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00% 200 400 600 800 1,000 1,200 1,400 1,600 1,800 2,000

NOTE: In addition, following the format of data available, the sample of 130 apps was considered by ranks of downloads. For the of apps belonging to the rank of less than 5 k of downloads the expected turnover (for the last 30 days observed) falls considerably to 9 K, with a 99% certainty that the it would not fall under 3.5 k.

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Stanford University Technology Entrepreneurship Course INSTRUCTOR: Chuck Eesley Assistant Professor, Management Science & Engineering, Stanford University October 15, 2012 - December 20, 2012

Opportunity Analysis Project (OAP) deadline on November 20, 2012, 11:59 pm PST. ITALY GOES INTERNATIONAL TEAM DIRECT SURVEY ON JOKOA PROJECT

SURVEY QUESTIONNAIRE ON JOKOA PLATFORM 1. What is your gender? 2. What is your age? FEMALE 18 to 30 MALE 31 to 40 41 to 50 50 or older

3. What devices are you more familiar with? Smartphone 4. Have you got kids or nephews? NO YES, one YES, more than one Tablet Laptop Desktop

5. How much time do you spend daily playing with your kids or nephews? less than 30 minutes 6. Do you think technology is suitable for kids? NO YES under parental supervision YES kids need to get familiar with technology around 30 minutes 1 hour or more

Other (please specify)

7. How do you stay in touch and interact with your kids while you are away from home for few days? I call once in the evening to say hello videochats Other (please specify) 8. What do you miss the most of the relationship with your kids while you are away from home for few days? play with them going out to the playground watch video together Other (please specify) read them a book singing or play music together several calls a day via email

9. How much would you be happy to pay monthly for an app that would allow you to stay in touch and spend time with your kids while you are away from home? 0-2$ 2-5$ Other (please specify) 5 - 10$ 10+ $ no thanks, I only use free apps