MG's Example Viral Map - CauseCart

MG's Example Viral Map - CauseCart - student project

Map Your Viral System
Each of you must complete a mapping exercise on EITHER your own online project, or if you don’t have your own, you will use as your online project to map. The key is to fill in each number, and we will all stylize our projects as we move forward with revision (time permitting). I will be mapping my project CauseCart, along with you during the 2 weeks.

Product name: CauseCart

Describe your product:

MG's Example Viral Map - CauseCart - image 1 - student project

The Map
1. List all major “players” in the system (eg. a marketplace may have two major players: buyers & sellers)

a. Online shoppers/consumers

b. Online shops

c. Causes/Charities

2. List out any selfish reasons why each player would need their contacts/friends to join the service

a. Online shoppers/consumers - want to increase the amount of money they raise for the cause by adding their friends to their CauseCart network, want to show off to their friends about how much good they are doing

[#4] People want to feel powerful, and so if the system allows them to make more change in the world, that will feed their feeling of power. -- People want recognition and to affect their status in their particular circles of friends/contacts. The system will give them a great way to achieve higher status.

b. Online shops - want to increase average order value of current customers so they want more of their customers to have the extension on their browsers, want to bolster marketing campaigns by adding a cause marketing component which includes promoting CauseCart

[#4] Business want to make more money. The system will allow them to do this from current customers. -- Businesses are constantly looking for innovative marketing angles to bring customers back more often to their shops. The system will give them such innovative angles.

c. Causes/Charities - want to raise money so will promote out to all supporters

[#4] Causes and Charities need money to affect more change in their particular sector. The system will add an additional revenue stream from their supporter list, with a low chance of cannibalizing the current donation based model of raising those funds.

3. List out all things you could possibly charge each player for on the service

a. Online shoppers/consumers - {{thinking}}

[#4] As these are users in "buying/shopping" mode, there is probably an angle here somewhere...{{thinking}}

b. Online shops - percentage of each purchase from a CauseCart member, promote to relevant CauseCart members

[#4] They will be paying a lower percentage than the gain in the increase in average order value. This can also reduce taxes as a simple business expense deduction, without cannabalizing CSR. -- Once CauseCart has a large userbase, we will have a large amount of relevant data that will make our targeting and thus leads seem quite valuable for our existing online shop partners for their own customer acquisition.

c. Causes/Charities - promote to relevant CauseCart users, percentage of money raised

[#4] Much like for shops, CauseCart can provide causes with an easy exchange of paying a smaller amount to gain supporters than the money those gained supporters will then raise for their cause. - Again there is an absolute gain in money on the charity side, so it is an easy business deal for the charity to accept.

4. For 2 and 3 above give a very short reason you think the player would be motivated to need their contact or pay for the service

{{see above in section 2 and 3}}

5. a. List the channels (email, facebook, text message, etc.) that you will send your users’ invites through and b. how you will get that contact data

a. email and Facebook

b. import from webmail api's for AOL, Gmail, Yahoo, Hotmail (for starters), and Facebook Connect

6. Create what those invites will look like

Email invites --

Subject: A quick note

MG's Example Viral Map - CauseCart - image 2 - student project

Facebook visibility --

Auto posts to timeline at each milestone of say $10 raised.

Michael Geer
COO at Dream Industries