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Michael Frieseke
2
 OVERVIEW

2. Finding a
Cash Source 4. Recommendations

1. Identifying the 3. Market Research 5. Grafiti’s Future

Problem

3
 1. Identifying the
Problem

The problems, as told by Grafiti:

Problem 1:
Problem 2: Problem 3:
Targeting the right
Product testing Understanding
users/data and
and feedback loop small newsroom
building a
for new use cases needs
community

4
 1. Identifying the
Problem

Looking at the financials

5
 1. Identifying the
Problem

Overarching Issue:
Finding a large influx of cash ASAP

Problem 1: Problem 2: Problem 3:

Product testing Targeting the Generating a
& feedback loop right users/data sustainable
for new use and building a source of
cases community revenue
6
2. Finding a
Cash Source

7
 2. Finding a
Cash Source

Solution
Overarching Issue:
Angel Investors
Finding a large Venture Capitalists
influx of cash Institutional partnerships
ASAP

8
 2. Finding a
Cash Source

Solution Challenge
Overarching Angel Investor Prove there is demand
Issue:
Finding a large Venture Capitalist
influx of cash Partnership
for Grafiti
ASAP

9
 2. Finding a
Cash Source

Grafiti
Challenge
Conduct research
Overarching
Issue:
Solution Prove there is to determine consumer
Finding a large Angel Investor
Venture Capitalist demand for needs and jump-start
influx of cash
ASAP
Partnership
Grafiti innovation

10
3. Market Research

11
 3. Market Research

Why Market Research?

Problem 2:
Establish Problem 3:
a target Guide
audience recommendations
Problem 1:
Acquire for generating
product sustainable revenue
feedback sources

12
 3. Market Research

What is Grafiti’s How likely are

current brand audiences to use
equity status? Grafiti?

13
3. Market Research

Methodology

Focus groups:
University of Missouri journalism
and business students

Interviews:
4 Engineers
3 Educators
2 Commercial real estate leasing
officers
1 Newsroom editor
14
 3. Market Research

Research Findings:

People don’t play with data in their spare time

“I’m more likely to to pull up Google to
convince someone online than I am to
create a graph.”
- Becca Hayes, Accountant/MBA

15
 3. Market Research

Research Findings:

People have not heard of Grafiti

When asked, participants identified Canva,

Tableau, Google Maps, Infogram, Keynote,
and Thinglink as visualization tools.

16
 3. Market Research

Research Findings:

Grafiti looks good and is easy to use

“It looks like Tableau quality but is easier than Excel.”

- Tyler Hanley, MBA

“If the J-school kids got their hands on this, it’s over.”
- Falyn Paige, Journalism


17
 3. Market Research

Research Findings:

Individuals don’t pay for apps

“This better not cost me a dollar.”

- Alex Stone, Engineer/MBA

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 3. Market Research

Research Findings:

Grafiti needs more data

“If I can’t find the information I want once or

twice, I’ll probably stop using [Grafiti].”
- Jie Shi, Journalism



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 3. Market Research

Research Findings:

Data visualization is most important

I would be more likely to use Grafiti if:

“I could upload my own data.”
- Everyone


20

4. Recommendations

21
 4. Recommendations

Solution

Problem 1:
Product testing & Allow users to upload
feedback loop for their own data
new use cases

22
 4. Recommendations

Competitors
Solution
Problem 1:
Product testing Allow users to
& feedback loop
for new use upload their own
cases
data

23
 4. Recommendations

Grafiti
Competitors

Problem 1: Solution Simplicity

Product testing Allow users
& feedback loop to upload Ease of use
for new use
cases
their own
data
Intelligence

24
 4. Recommendations

Solution
Problem 2:
Focus on data
Targeting the
visualization market
right users/data
and building a
Find a data niche
community

25
 4. Recommendations

Challenge
Solution
Problem 2:
Targeting the
Focus on data This solution represents
right users/data visualization a pivot from initial
and building a
community market mission

26
 4. Recommendations

Grafiti
Challenge
This is the most
Problem 2:
Targeting the
Solution This solution immediately
Focus on data
right users/data visualization represents a profitable
and building a market
community pivot from initial segment of users
mission

27
 4. Recommendations

Challenge
Solution
Problem 2:
Targeting the
right users/data Find a data niche Possibly elimina8ng
and building a market segments
community

28
 4. Recommendations

Grafiti

Challenge

Problem 2: Solution Possibly Adding depth in crucial
Targeting the
right users/data
Find a data
niche elimina8ng segments and retaining
and building a
community market customers
segments

29
 4. Recommendations

Grafiti

Challenge

Problem 2: Solution Possibly
Targeting the
right users/data
Find a data
niche elimina8ng Focus on na8onal policy
and building a
community market
segments

30
 4. Recommendations

Solution

Problem 3:
Generating a Focus on B2B for
sustainable revenue generation
source of
revenue

31
 4. Recommendations

Challenge
Solution
Problem 3: Focus on B2B for
Generating a Many competitors of
sustainable revenue
source of varying complexity
revenue generation

32
 4. Recommendations

Grafiti
Challenge
Problem 3: Solution New markets opened by
Generating a
sustainable
Focus on B2B Many competitors change in focus
for revenue
source of generation of varying
revenue
complexity

33
 4. Recommendations

Markets

Journalism Education

Fieldwork Sales
r

34
 4. Recommendations

Markets
Journalism
Simple
visualizations &
embeddable
graphs
Education

Fieldwork r
Sales

35
 4. Recommendations

Markets
Education
Teaching data
literacy for
standardized
tests
Journalism

Fieldwork r
Sales

36
 4. Recommendations

Markets
Journalism Education

R
Sales
Fieldwork

On-site
visualization and
value of time

37
 4. Recommendations

Markets
Journalism Education

Fieldwork
Sales

Pitch presentations
and give individualized
R

reports

38
 4. Recommendations

Markets

Journalism Education

Fieldwork Sales
r

39
 4. Recommendations

Markets
Journalism Education
Ease of access to Wide-open market
market through with increased
established emphasis on data
relationships literacy

Fieldwork r
Sales

40
5. Grafiti’s Future

41
 5. Grafiti’s Future

Overarching Issue:
Finding a large influx of cash ASAP

Problem 1: Problem 2: Problem 3:

Product testing Targeting the Generating a
& feedback loop right users/data sustainable
for new use and building a source of
cases community revenue
42
 5. Grafiti’s Future

Overarching Solution:
Show investors demand for Grafiti

Problem 1: Problem 2: Problem 3:

Product testing Targeting the Generating a
& feedback loop right users/data sustainable
for new use and building a source of
cases community revenue
43
 5. Grafiti’s Future

Overarching Solution:
Show investors demand for Grafiti

Solution: Problem 2: Problem 3:

Allow users to Targeting the Generating a
upload their right users/data sustainable
own data and building a source of
community revenue
44
 5. Grafiti’s Future

Overarching Solution:
Show investors demand for Grafiti

Solution:
Solution: Problem 3:
Data visualization
Allow users to Generating a
for journalism
upload their sustainable
and education;
own data source of
national policy
revenue
data niche
45
 5. Grafiti’s Future

Overarching Solution:
Show investors demand for Grafiti

Solution:
Solution: Solution:
Data visualization
Allow users to for journalism Focus on B2B
upload their and education; Markets
own data national policy
data niche
46
47
 --
Questions?
Appendix

--
Questions?
 2. Finding a
Cash Source

Problem 1:
Finding a large influx of cash ASAP

Venture
Angel Investors: Capitalist:
Institutional
Jason Lankow Draper Fisher partnerships
Steve Berg Jurvetson
Hilary Mason Foundry Group
50
 Pricing Models

Entire Office Use

$1200/month Individual Use
$75/month

*Based on value quotes *Based on value quotes

from Unicef from AP and Reuters
51
 5. Timeline

2. Continue SAAS 4. B2B partnerships

1. Get cash 3. Allow user

From additional data upload 5. Focus on
investment data niche

52