We're ConcertsOnline: we run a web site for

music lovers, earn money from selling tickets to

concerts and google ads
20M users all over Europe
60% users are 15-25 years
30% users are 25-35

Profit:
60% Ticket sales
30% (google) advertising
10% Merchandise (T-Shirts, DVDs...)

Most popular pages

- Artist Pages: 50%
- Location Pages: 30%
- Forums: 20%
I want an IPhone app
Why is your plan the best?
 Behaviour changes:

Start doing something

Stop doing something
Do something differently (how?)
 We're getting a lot of customers from mobile
phone browsers, and they aren't staying long. We
want to offer at least basic functionality to them to
show more ads.
 Splitting stories
using an impact map:

 Smaller user segment

– In a particular location?
– With a particular need?

 Smaller impact
– Instead of 20%, only 2% faster
We want to reduce the load on our call centre –
lots of people buy discounted tickets through us
when the ticket sales start and they don't have a
good internet connection or a computer
 People are buying silly stuff on the App store –
and we have a good brand and loyal customers
so we can earn come cash by selling them an app