Lessons

Learned 4.0

Adjus0ng business model

to users expecta0ons

Focus on free features

Poten0al sources of
revenue

Create a free and paid

version

Sell ad placement

Hypothesis Form

Hypothesis 2
BM Component: Channels

Market Data
Code:
CH01

Hypothesis

Young adults are always on their mobile phones

and the best way for our service to help them is
through our mobile app

Test

Interview young adults aged 18-25 that like to go

out at night and ask them if they would be
interested on using this plaSorm on their mobilr
phone

Valida0on

75% posi0ve answers

Result

99% has a Smart Phone and 97% use it daily to

access social media

Do you have a Smart Phone?

Do you access social networks

daily with your mobile phone?

Hypothesis Form

Hypothesis 4
Customer
Segment
BM Component: V
alue Proposi0on
R
ela0onships


Hypothesis
Hypothesis

Test
Test

Valida0on
Valida0on
Valida0on

Result
Result
Result

Market Data
Code: C
S01
VR01
P01

If you had received a push no0ca0on

Young
adults aged
18-25
like to go forom
ut aot ur
night,
A^er receiving
a push
no0ca0on
app,
from our app promo0ng an event of
Our
target m
arket
e the
interested
ipp
n ora0ngs
of
specically
near
the
nd
week
n
customers
w
ould
gw
o eould
to
a obbf ar/club
our aand
your interest or a nice discount would
nearby
bars/clubs,
events and
weekends
suggested
based on entry
their pprices,
references
you go there?
promo0ons while making their decision available
Interview young adults o
f this
age atnd
them
aged
18-25
hat alsk
ike
to go
on a single plaSorm
about
out
habits
out at tnheir
ight gaoing
nd ask
them
if they would be
Interview
y
oung
a
dults
a
ged
8-25 that like
to ogur
o
interested on ge_ng a push n1o0ca0on
from
out
ask them aind
f they
would
be
app aot n ntight
heir asnd
martphone
if they
would
interested
using
this plaSorm
consider to otn
he
suggested
bar. to get this kind of
informa0on

75%
If 75%
of the apnswers
ersons interviewed men0oned that
posi0ve
75%
pgosi0ve
they
o out in answers
the end of the week or weekends


95.7%
going w
out
and
on average
60% go at
80% of eonjoys
ur Sample
ould
accept
our push
least
once a week
sugges0on

Hypothesis Form

Hypothesis 5
BM Component: Key Partners

Market Data
Code: KP01

Hypothesis

Bars/clubs would benet from this service because

it allows them to adver0se their bar/club and
specic events as well as an0cipa0ng aaendance.

Test

Interview people responsible for bars and night

clubs about this service, if it might be useful and
possible benets they nd in this service.

Valida0on

More than 75% responded posi0vely when asked

about its u0lity and reach the same benets we
understand as true.

Result

All the interviewees were interested in

Interviewees Answers:
Would allow for basic lis0ng &
descrip0on in App
Interested in ways to aaract
tourists
-Locals already have their
preferences

Would also be interested in a
comment sec0on where
clients make sugges0ons
-As well as being able to
contact clients through the
app with newsleaers or
updates

Hypothesis Form

Hypothesis 6
BM
Revenue
Stream
Customer
Segment
BM CComponent:
omponent: V
alue
Proposi0on

Hypothesis
Hypothesis
Hypothesis

Test
Test

Test
Valida0on
Valida0on

Result
Result

Code:
C
VS01
P01
Code:
Young adults aged 18-25 like to go out aRS01
t night,

Our
target market
weould
interested
in ora0ngs
specically
nd obf e the
week apay
nd
n theof
We believenear
thatthe
Bars/Clubs
would
for
nearby
bars/clubs, entry prices, events and
weekends
various services our app offers and that they
promo0ons while making their decision available
would
allow
us atodults
sellotickets
foratheir
events
Interview
young
f this age
nd ask
them
on a single plaSorm
through
ourgoing
appout habits
about their
Interview
young adults aged 18-25 that like to go

out
at night and ask them if they would be
interested on using this plaSorm to get this kind of
Interview
people responsible for bars/clubs
informa0on
and ask them if they would be interested on
paying for services on our app, specially
advertising
it
If 75% of the on
persons
interviewed men0oned that
75%
they pgosi0ve
o out in answers
the end of the week or weekends

75%
95.7% positive
enjoys ganswers
oing out and on average 60% go at
least once a week
No one was interested in this feature.

Market Data
Cri0cism:
Only signup for extended features
once UpNight has established
user base
Not interested in selling 0ckets in
advance

Stakeholders Engagement
Users Process
Download the
App

Registra0on

Preferences
Ques0onnaire

Navigate

Enjoy!

Partners Acquisition
Short Term:
Mee0ngs
Online
Registra0on
Long Term:
Open
Registra0on

Prole
Customiza0on

Customer
Engagement

Outstand!

User Registration

Name
Age
Gender
Na0onality
Music Preference
Top 40
Hip Hop and R&B
Rock & Roll
Electronic
Live Music

Price Sensi0vity
Rate from 1 5
1 least price sensi0ve
5 Most price sensi0ve
Drink Preferences
Beer
Wine
Mixed Drinks / Shots
Specialty Drinks
Allow UpNight to access my loca0on
Download Map & Basic info while on
wi
Allow UpNight to send me push
no0ca0ons?

User Registration - Example

Name: Kelsey Boland

Age: 21
Gender: Male
Na0onality: Canadian
Music Preference
Top 40: 4
Hip Hop and R&B: 1
Rock & Roll: 5
Electronic: 2
Live Music: 3

Price Sensi0vity - 3
Rate from 1 5
1 least price sensi0ve
5 Most price sensi0ve
Drink Preferences
Beer - 1
Wine - 3
Mixed Drinks / Shots - 2
Specialty Drinks - 4
Allow UpNight to access my loca0on - Yes
Download Map & Basic info while on Wi Yes
Allow UpNight to send me push no0ca0ons? - Yes

Our Business Model

Free download and full access
Registra0on with demographic and
preferences
Informa0on
Source of reviews and feedback
2 Main Segments: Locals and Tourists

Freemium
business Model

Similar to:

Free registra0on and crea0on of events

Detailed prole informa0on
Premium Subscrip0on op0on
3 Segments: Bars, Clubs and Fes0vals
Premium and paid adver0sing features:
Banners
Highlighted posi0on on our App
Enabling a virtual Guest List
Push Messages to Users
Adver0se special Promo0ons

Revenue Sources

Media and context adver1sement (Real Time Bidding systems, Google or Yandex Ads services,
e.g. Google AdSense)
Selling ads place directly to adver0sers
Links sales on the website: directly or with partners
Oine events: fes0vals based on online ac0vi0es (sponsors aarac0on)
Na1ve online adver1sement (in the contents created in info blocks)
Sponsors: Nightlife related brands

Free prole: publish menu, update promo0ons, receive comments

Paid prole subscrip1on: Guest List, Interac0ve Contests, Push Messages, ranking system,
Newsleaers, Leave VIP comments

Website and App