Launch Plan

Team Members: Frances Coronel, Aaron Weiss, Clara Shim, Hannah Xue, Moises Baly

NBAY 5500 - Business for Non-Business

Fall 2016

Process Diagram

Splash is an all-in-one Event Marketing Platform built for achieving goals and tracking impact.

Splash’s current wedge is a beautiful user interface and seamless user experience for all their event
customers. 

Their main competitors such as Eventbrite, Meetup, and Facebook all serve mainly as high-end
bulletin boards to showcase events and register. 

The product we are releasing, appropriately named Mama Bear, allows Splash to gain a competi-
tive advantage by offering everything our competitors as well as an effective way of managing the
event in real time and keeping all event attendees happy.

This will allow Splash to acquire more users by providing them an all-inclusive seamless event or-
ganization system, thereby increasing their revenue as well.

INPUTS NEEDED

● Splash
○ add on feature for consumers that allows for all coordination and schedule management
● Marketing Managers
○ target clients the influence adoption of mobile app by coordinating with event planning
agencies they hire for big events
● Staff Members
 ○ get assigned issues to fix in real time during event
● MamaBear
○ social updates of event attendees are analyzed in real time to provide smart feedback to
event managers (e.g. attendee complains about mic on Twitter, MamaBear uses seman-
tic text analysis to create an event issue and notifies manager in real time)

POTENTIAL PARTNERS

● Eventbrite’s Lanyrd.com
○ Lanyrd is one of the biggest social conference directories in the world and allows you
to add events, discover new and exciting conferences and track your friends to see what
events they are attending
○ Mama Bear could partner with Lanyrd to offer their platform to a large group of confer-
ence organizers

Market Analysis

INDUSTRY DESCRIPTION AND OUTLOOK

There are hundreds of major events that take place in the United States every year. New York
Fashion Week alone has 300 shows, 250+ designers, 232,000+ attendees and the three-day Electric
Daisy festival in Las Vegas has 400,000 attendees and showcases more than 200+ djs. However
large the numbers, there isn’t a solid and dependable management tool or a communication plat-
form and if so, it is rarely made to fit to manage events specifically. These semi-competitors cater
more to the participants of the event than to management. Not to mention that these tools do not
allow seamless communication through various levels of management. We see this absence as an
opportunity for growth.

TARGET MARKET

Our target market consists of marketing managers and event planning agencies that have been
hired for big events. Our clients are expected to be distributed in the country but concentrated in
major cities where bigger events take place at a higher rate. We expect the market size to be about
100,000 total users of which we expect around 4% or 4,000 people to be paying users, of which
10% would be enterprise users and 90% would be producer users.

COMPETITIVE ANALYSIS

Some of our competition include Eventbrite and Facebook that offer a similar event promoting ex-
perience and already has a high number of existing users. However our competitors significantly
lack the ability to manage and control the events, especially in real time and are more fit for par-
ticipants and not necessarily for management. MamaBear also has a high design focus and pro-
vides the user with a seamless and elegant user experience.

Business Model

REVENUE MODEL

Our revenue model is a subscription model, where event planning businesses would pay a monthly
fee to use our real-time service, optimizing their events.

We are flexible in our pricing structure, as we are going to give out many promotional discounts
and partnerships but our pricing is as follows:

● ~100,000 total users → ~4,000 paying users (4%)

● 10% Enterprise Users ($999/Month) = ~$400,000
● 90% Producer Users ($249/Month) = ~$900,000

COSTS

Our costs would be limited, as we are exclusively dealing in providing software. We believe our
basic costs boil down to a few things: initial design across multiple operating systems, storage sys-
tem for the information of all of our users, and continual maintenance of our product.

Based on MetaLab’s Andrew Wilkinson, designing a product like this could run from $20,000 to
anywhere in the millions, which is vague, but considering that one of their products, Slack, has
3,000,000 users, and we are looking at around 100,000, we expect the starting costs to be in
the range of $20,000 - $100,000. After that maintenance should be relatively cheap, since once
again our target audience is relatively small. Plus at that point, the estimated revenue will dwarf
the costs of maintenance.

IP Strategy

Our main competitive advantage is the concentration, in one place, of all the components required
for the system. In particular, our system will be unique in the sense that, through a centralized
management “dashboard”, the manager or event planner will be able to add different modules,
depending on the type of events.

For example, if the event has to be catered, the planner will be able to add the catering module,
which will allow to tracking of orders, prices and other necessary components. In the same way,
we will be able to add attendance, logistics and other similar modules.

The technical pipeline for those modules into a cohesive experience is our trademark, and as such
we will patent the different integration points of the system. Also, the real-time nature of our re-
ports will allow the user to take decisions on the fly, which will propagate to all implicated mod-
ule (caterers, attendees, etc.). This will also be patented. One important part is the analysis of the
events as they roll out, providing customers with insightful information and tips that will result in
improvement of their events.

In general, we will patent:

● Events real time database

● System architecture integrating the different modules and the propagation of information to
different parties involved
● Analysis modules analyzing the flow of information throughout the system

Exit Options

MERGERS AND ACQUISITIONS (M&A)

We consider acquisitions as our main exit. As an event management tool, MamaBear would be
a useful add to some of the existing companies which already have a huge event publishing plat-
forms, sophisticated CRM systems and extensive customer support, e.g. Splash or Facebook. To be
more specific, we are aiming for being acquired by one of these companies in ~5 years for 5X - 10X
of our revenues.

By the end of 2015, Facebook already has 450 million users on their event product. With this user
base, MamaBear, as a machine learning product, in essence, will also have much more data to an-
alyze and thus perform better machine learning results.
CASH COW

MamaBear is using a subscription model and has a low starting cost and the enterprise event plan-
ning market is already a mature and stable market. If we are able to reach a certain growth and
market share in 5 years, we might be able to sustain enough capital to just not taking an exit and
keep cashing in on the product and keep it growing.