Jokoa: A Family Sharing Interaction Platform

ITALY GOES INTERNATIONAL TEAM
2012 - Stanford University - Technology Entrepreneurship Course
JOKOA
a family sharing interaction platform
gioved 13 dicembre 12
JOKOA

JOKOA IS A WEB PLATFORM BASED IN PARENTS/CHILDREN LONG DISTANCE INTERACTION.

Originally designed as an online media to allow parents to stay in touch with their children through on line interaction such as video calls, common activities like reading/painting, learning trough and via together gaming experience. CUSTOMERS Parents outside workers, soldiers, divorced parents, people on business trip, grandparents. USERS Kids aged 5-8 Kids aged 9-12
JOKOA

PROJECT
The Demo Prototype: http://bit.ly/jokoa
Nowadays there are a lot of application to stay in touch overcoming distances for example Social networks or Skype but all these platforms arent designed for children, carrying big privacy problems and resctricting real interaction. Jokoa is originally designed as an online platform to allow parents to stay in touch with their children through on line interaction, a real fun learning experience for both.
JOKOA

MARKETING
Well designed SEM campaigns on Google, Facebook and partners WebPages would help us in reaching a high number of tech - savvy parents and alike. We investigated feasibility and performances vs cost ratio of SEO, PPC, CPM, CPA and CPO campaigns.
JOKOA

MARKETING
Facebooks PPC and CPM campaigns offer measurable insights in a relative shorter time span than SEO. Even if such advantages come at high costs, Facebooks adverts campaigns allow us to test some of our marketing hypothesis by targeting specic segments of customers. Running a SEO caimpaign without a rst market investigation would turn out less efcient and more expansive.
JOKOA

MARKETING
On this basis, we will be using PPC and CPM marketing campaigns as short term marketing strategies and SEO google caimpagns in the future. For our short term strategies we have run PPC and CPM test runs and have come to the conclusions that if the number of clicks is likely to be more than the 20% of the number of impressions the CPM option would lead to lower costs of acquistion than PPC caimpaigns.
JOKOA

MARKETING
In the long run, we will be using our short term marketing strategies run results to optimize the SEO campaign and ultimately minimise its costs.
JOKOA

SALES
The cheap sale process is by social network. The survey reveals that our customers prefer Facebook as main contact channel. We create a Fan Page in which we post news about the product, some quizzies and other interaction with users. Customer interest increases with the publication of new games titles and other funny stuff, as tales books.
JOKOA

PARTNERSHIP
- educators, psychologists, teachers, pedagogists able to lter and ban inappropriate games - payment gateway - Amazon (AWS)
JOKOA

PARTNERS BENEFITS
Access to more consumers with minimal incremental

investment in marketing and community management First time direct sales opportunities Lower IT infrastructure costs Avoid direct-to-costumers sales channel costs Spread the costs of generating demand over a brand range of products Focus on products development
JOKOA

DISTRIBUTION
App Store Google play Web Platform Dedicated e-commerce 2-step distribution (Amazon) Retailers
JOKOA

COSTS
Most of the initial cost will be due to the development of the platform and the development of the rst games that will aim to attract end users and future developers. The power of Jokoa will be in the quality and in the numbers of the games on the system. So initially a large part of the funds shall be used in advertising to raise awareness about Jokoa and in order to encourage developers to join the project.
JOKOA

REVENUE MODEL
Jokoa will be offered on a freemium model.
PREPAID: Adult users will be able to purchase credit to spend either to play specic games (new titles, most popular, eventrelated titles) or to play advanced levels within a game. STORE: content and game producers will be allowed to sell their contents through Jokoa's store, with a revenue sharing model (commissions) SDK: besides a basic free development tool, some selected developers will pay to access some specic APIs in order to be able to build more advanced contents.
JOKOA

RISKS
We identied these main risks:
Not reaching an appropriate assortments of products/

activities on offer, prots would not benet from the deriving economic of scale Assessment of commissions vs required marketing and infrastructure costs Risk in determining the optimal user experience across the platform Privacy and digital security operational risk
JOKOA

CUSTOMER AND USER BENEFITS
Best choices available in a unique place Transparency Security Community Interaction Specialised advices Innovative loyalty offers
JOKOA

SURVEY
Our customer development activities included live interviews and a survey where we had 39 individuals giving us highly valuable feedback. The survey revealed that most of the people in our target segment would be willing to pay for such a gaming platform where they could have quality time and fun with their kids while away from home, especially in case their absence is for a relatively long period.
JOKOA

SURVEY
We derived from here the idea that Jokoa would benet from a freemium sales model, with in-app purchases to get specic game titles, or badges that parents could give to their kids for achievements in playing games on Jokoa. The survey also conrmed how paramount it is for parents that games within Jokoa are relevant and appropriate to kids. We mapped this as a strict need for content validation, as explained above.
JOKOA
TEAM
ITALY GOES INTERNATIONAL TEAM 2012 - Stanford University - Technology Entrepreneurship Course
Sebastiano Cobianco entrepreneur, IT strategy, people management, client management
Cinzia Sgariglia Developer Cobol/ DB2, SQL, (X)HTML, CSS, Javascript, Python. A bit of Photoshop and Illustrator
Michele Tantucci Financial risk/ business management, quantitative modelling, nancial analysis. A little of C++, Fortran and stats
Luca Bulegato Web developer, php, mysql, javascript, jquery framework (also mobile), Google maps api, google Api chart. c#, java.
Alessandra Morcella Information design, site architecture, communication, design, layout, slide presentation, site building.
JOKOA
TEAM ORGANIZATION
Due to geographical distance between us we could not have face to face meetings but we used tools such as Google+ and Skype to coordinate each others. We also create a private group on Facebook where we share ideas and comments about the project. The progress of the project was shared via google docs

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ITALY GOES INTERNATIONAL TEAM

2012 - Stanford University - Technology Entrepreneurship Course

a family sharing interaction platform

ITALY GOES INTERNATIONAL TEAM

JOKOA IS A WEB PLATFORM BASED IN PARENTS/CHILDREN LONG DISTANCE INTERACTION.

ITALY GOES INTERNATIONAL TEAM

ITALY GOES INTERNATIONAL TEAM

ITALY GOES INTERNATIONAL TEAM

ITALY GOES INTERNATIONAL TEAM

ITALY GOES INTERNATIONAL TEAM

ITALY GOES INTERNATIONAL TEAM

ITALY GOES INTERNATIONAL TEAM

ITALY GOES INTERNATIONAL TEAM

Access to more consumers with minimal incremental

ITALY GOES INTERNATIONAL TEAM

ITALY GOES INTERNATIONAL TEAM

ITALY GOES INTERNATIONAL TEAM

ITALY GOES INTERNATIONAL TEAM

Not reaching an appropriate assortments of products/

ITALY GOES INTERNATIONAL TEAM

CUSTOMER AND USER BENEFITS

ITALY GOES INTERNATIONAL TEAM

ITALY GOES INTERNATIONAL TEAM

Sebastiano Cobianco entrepreneur, IT strategy, people management, client management

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