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ShortCutCommute Intelligently
ANDREW
Gibson
Journalism senior
LAURADavison
Journalism MA
candidate
KRISTOFFERSON
Culmer
Comp. Sci.PhD
candidate
MANAVSinghal
Comp. Sci.PhD
candidate
JAKEKreinberg
BusinessMBA
candidate
Public media has a problem“For PBS, young adults have sometimes been a ‘lost generation,’” Jason Seiken, the network's general manager of digital, said. “Children watch ‘Sesame Street’ to learn to read, count and be nice. Then they disappear until middle-age, when they learn to appreciate ‘Masterpiece Theater,’ ‘Frontline’ documentaries and nature shows.”
-- The Wrap, 2013
RJI Student Competition criteria
• App must be optimized for mobile devices
• Delivers content to clearly defined target market
• Must serve up content from at least two public media providers (using individual APIs or the Public Media Platform)
• Content must not be divided based on where it came from
ShortCut is a business news application for commuters.
Most commuters get to work by driving alone
Average commute time? 25.4 minutes
Census Bureau, American Community Surveys
How ShortCut worksStep 1: Input commute time
Step 2: Select audio and/or video
The problem we solve
KATIE
Chicago
30 minutesby
train/walking
NATASHA
Los Angeles
45 minutes by car
SHERMAN
New York
60 minutesby ferry and
car
How ShortCut works
How ShortCut recommends stories
• Content-based recommendation system• Calculates a similarity score between
content and user profile• Factors in score– Key words in title– Content source– Length of content
News from across providers
More than a dozen programs
Competitors
WNYC’s Discover (iOS and Android)
NPR’s Infinite Player(iOS)
Tribune Co.’s Newsbeat
(iOS and Android)
ShortCut’s competitive advantages
• Focuses on business news • Content from multiple public media providers
• Audio and video content
• Android platform
“Android is more popular among young people.” -eMarketer
Age Android iPhone
18-24 43% 31%
25-34 40% 34%
35-44 33% 29%
45-54 27% 25%
55-64 17% 19%
Source: eMarketer, 2013
Primary target audience
Smartphone owning 25- to 49-year-old professionals living in urban and suburban areas (especially those with longer-than-average commutes)
People who consume news daily on smartphones
Income Percent
Less than $30,000 30%
$30,000 to $74,999 37%
$75,000 or more 37%
Age Percent
18-29 37%
30-49 40%
50-64 31%
65+ 25%
-- Pew, 2012
Primary target markets• New York (35 min.)• Washington, D.C. (33 min.)• Chicago (31 min.)• Atlanta (30 min.)• Riverside, Calif. (30 min.)• San Francisco (30 min.)• Baltimore (30 min.)
Source: U.S. Census data
Secondary target markets• Minneapolis• Seattle• Dallas• Boston • Denver• Austin
Source: U.S. Census data
Secondary target audience
Casual podcast listeners
ShortCut can turn them into public media super users.
Marketing ShortCut• Tap public media orgs in priority cities to act
as ambassadors• PR outreach to tech and professional lifestyle
publications (i.e., Mashable, Fast Company, Current)
• Word-of-mouth marketing: “Word-of-mouth is absolutely our biggest source of growth.” – Uber Chicago Manager
Paid marketing options
Current financial position• Total sponsorship and underwriting
revenues per annum ($229 million)– APM: $25.1 million– NPR: $43.9 million– PBS: $158.7 million– PRI: $1.3 million
ShortCut revenue potential• Integrate with sponsorship network
currently in place with public media• Delivering audience that is young,
educated and has above-average income• Goal of raising sponsorship rates by 1
percent– $2.29 million
Possibility of ads• 320x550 banner: $3-15 CPM
• Full-screen audio interstitial: $25 CPM
• Voice controlled: >$25 CPM-- Bryan Moffett, National Public Media
Audio advertising is burgeoning
• “The digital audio audience for online radio continues to grow, since the audio medium is highly accessible with very few barriers to entry.”
-- IAB, 2011
+
Familiarity
Pledge Drives• Users will be able to make donations• Donations could go to providers,
programs or member stations• Vital to individual stations– KBIA: $512,494– 49.2 percent of revenue
Yes, we did usability testing
(And thank goodness we did.)
Development next steps• Voice commands: skip, pause, play, like,
dislike• Integrate additional programs
– PRI’s “The World”
• Show total commute progress bar– Functionality to add time during an in-progress
commute
• Ability to download playlists to the phone
• Business news from NPR, PBS, APM and PRI– Customizable to a user’s commute pattern– Learns user preferences over time
• Targeting young professionals in major metro areas
• High monetization potential through sponsorship messages and donations
ShortCut, in short
ShortCutCommute Intelligently