Started as a simple t-shirt company (http://shop.thes4p.com), Sorry For Partying quickly grew into a lifestyle brand with a community of highly engaged fans who love to party. In the past year, our FB grew to over 40K (http://www.facebook.com/TheSorryForPartying) fans while maintaining 95%+ fan engagement with $0 spent in marketing to date. We recently launched out twitter strategy with followers growing at a rate of 1-2% per day. Revenue was up 400% in 2011 (still only selling online, direct to consumer), we had another year of high growth in 2012, and we locked down a bunch of IP around the phrase "Sorry For Partying."
We are building (monetizing) our brand through merchandise, digital content, some more digital content, and events. Each year, a batch a seniors graduate, and new a batch a freshmen come in. As long as partying is an important part of college, we have a market.
The Map 2.0 – Refocusing 100% of our viral system on EVENTS
The Service we are providing is fun, relevant and engaging events – we also sell branded merchandise and publish funny content, which is great for sharing and trade virality. In terms of creating an inherently valuable service that offers an opportunity where people are motivated to invite their friends to increase their own personal value, events is where we see that opportunity
1. List all major “players” in the system
a. Online shoppers/consumers between the ages of 18-24 who are in college and like to party
b. Brands that want to connect with those online shoppers
2. List out any selfish reasons why each player would need their contacts/friends to join the service
a. Online shoppers/consumers
• Inherent – events and concerts are more fun when you get your friends to participate
• Trade – sometimes we give away free stuff in exchange for social media engagement or event participation
• Sharing – sometimes our content is funny enough for someone to want to pass it along to their friends
[#4] People want to connect with other people in a context where they know they are going to have fun and increase their social capital by finding and sharing something valuable.
b. Brands - to gain exposure at popular circles in the college market
• Inherent – the more people a brand can pack in to an event, the more engagement they will get with their product in the environment/demographic they are targeting
• Trade – participants will get free stuff for attending
• Sharing – if they have a positive experience with a product, they will share it with their friends.
[#4] Brands can utilize their targeted contacts to engage them with their product in a compelling environment
3. List out all things you could possibly charge each player for on the service
a. Online shoppers/consumers – Event Registration, Merchandise
[#4] People want to be a part of something bigger than themselves, get unique attention in their circle of friends, and ask their friends to be a part of something fun in their lives
b. Brands - sponsorship fees
[#4] To gain exposure in a highly energized environment
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
5. 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, Facebook, Twitter, Blog Posts, Printed Media
b. Registration/Payment form which includes Inherent, Trade and Sharing incentives
6. Create what those invites will look like