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Trisha Okubo

Founder at Fashion/Commerce Startup

12

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ProjectT

(Temporary) Name:
ProjectT

Description:
ProjectT is a new kind of e-commerce destination that brings you a curated selection of designer quality accessories at affordable prices.  We cut out the middleman to bring you awesome style at an awesome price.  We inspire you with incredible designs and easy-to-follow styling tips - so that you can make these pieces your own.

The Map:
1. List all major “players” in the system
a. Online shoppers

And to a (much) lesser extent:
b. Bloggers (for Editorial Features)
c. Brands (for Collaborations)

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

  • Inherent: Be a ProjectT VIP by inviting X people to the site
    • First access to new collections & products
    • Exclusive access to discounts & sales


[#4 - Power to have this exclusive first access to content & sales.  The power & status of being part of an elite club.]

  • Trade:
    • Store credit for each friend referred who makes a purchase.  Referrer and person referred will get store credit.
    • “Spin the Wheel” feature where when you refer X friends, you get to “spin the wheel” for a guaranteed prize (which includes discount codes, gift cards, etc.)  This way, the user doesn’t need to wait for their friends to join the site and buy in order to receive the discount.


[#4 - Refer a Friend: Financial incentive to share with friends so that both parties can buy goods at a discount.  For Spin the Wheel Feature, a financial incentive via discounts.]

  • Sharing:
    • Show off their style in photos via Instagram. Pinterest, etc. [Give users feedback as fast as possible to reinforce behavior.]
    • Share style tips with friends (to be seen as in-the-know)


[#4 - Online shoppers want to be seen as fashion-forward and style-savvy.  Sharing this fashion content (especially when it’s them featured on site) will help them be seen as in-the-know.]

b. Bloggers (for Editorial Features)

  • Inherent:
    • Recognition by their followers that they were featured editorially.


[#4 - Bloggers thrive on recognition & will post to their followers if they are featured editorially (validation of their sense of style).  Appeal to their ego.]

  • Trade:
    • Store credit for referrals who make a purchase (with invite code that gives them a special discount).


[#4 - Bloggers will want to share the special invite code with their readers because they’re passing along a deal.]

c. Brands (for Collaborations)

  • Trade:
    • Revenue share for purchases of collaboration designs.


[#4 - Brands will want to share the collaboration with their following, as they’re financially incented to see it sell because of the revenue share.]

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

  • Products for sale on the site


[#4 - Shoppers will want stylish, designer quality goods at a discounted price - there is a clear value proposition here.]

b. Bloggers (for Editorial Features)

  • Cross promote to each other’s audiences with a collaboration collection.


[#4 - Bloggers will want to be featured editorially for (1) ego, (2) expansion of audience, and (3) ability to offer a deal to their readers with discount codes.  If they do a collaboration collection, they will also have a financial incentive (via rev share) to promote it to their audience.]

c. Brands (for Collaborations)

  • Cross promote to each other’s audiences for each collaboration.


[#4 - Brands will want to work with ProjectT and make a limited edition of their product (1) to reach new audiences, (2) create excitement around their brand, and (3) financially benefit from added sales.]

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)

5. List the channels (email, facebook, text message, etc.) that you will send your users’ invites through and how you will get that contact data
a. Email
Webmail APIs for Gmail, AOL, Yahoo, Hotmail, etc.
b. Facebook
User will post their invite link on Facebook.

6. Create what those invites will look like

Email:
Email will contain the following elements:

  • Subject: [Friend’s Name] just gave you a $10 gift card for ProjectT
  • Headline: Good news - [Friend’s Name] just gave you a $10 gift card for ProjectT!
  • Special Message from User (optional)
  • Image: Aspirational hero image showcasing ProjectT logo & product.
  • Body explaining what ProjectT is:
    • At ProjectT, we cut out the middleman to bring you designer style at prices that will bring a smile to your face.  We give you incredible designs and easy-to-follow styling tips - so that you can make these pieces your own.   
  • Call to Action Button: Claim Your $10 Now.  This link goes to the signup page on ProjectT.

Facebook:
Post on user’s Timeline will include the following elements:

  • Invite Link
  • Call to action of the user’s choosing.  Suggested CTA: Get designer jewelry at high street prices on ProjectT.  Sign up here to get a $10 ProjectT gift card: http://www.projectt.com/invite/example123.

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