kinection - lean startup machine nyc - 4.14.13

New York City – April 14thLean Startup Machine

ORIGINAL PITCHDATABLE = ♥ + ✓

Problem• Lack of honesty in online

dating profilesProject Name• Datable

High Level Pitch• Online Dating Profile

Verification, Klout for Dating

DATABLE = ♥ + ✓ONLINE DATING PROFILE VERIFICATION

ONLINE DATING SITE USERS

INACCURATE OF ONLINE PROFILES

CUSTOMER HYPOTHESIS

PROBLEM HYPOTHESIS

RISKIEST ASSUMPTION

PEOPLE CARE ABOUT PROFILE ACCURACY

DATABLE = ♥ + ✓VALIDATION PROCESS

• 32 People Interviewed• 7 Online Daters• Only 2 online daters

cared about online profile accuracy (The Risk Assumption)

ONLINE VALIDATIONFACE TO FACE VALIDATION

• Anonymous profile created

• Several messages sent

• 1 lengthy reply and one unsolicited date proposal

DATABLE ≠ ♥ + ✓NO LOVE IN THE HEART OF THE CITY

ONLINE DATING SITE USERS

DATERS DON’TTRUST INFOIN PROFILE

PEOPLE CARE ABOUT PROFILE ACCURACY

CUSTOMER HYPOTHESIS

PROBLEM HYPOTHESIS

RISKIEST ASSUMPTION

PIVOT !

KINECTIONTHE PIVOT

JOB SEEKERS

SO MANY LEADS, SO LITTLE TIME

CUSTOMER HYPOTHESIS

PROBLEM HYPOTHESIS

RISKIEST ASSUMPTION

EXISTING TOOLS ARE NOT SUFFICIENT

KINECTIONSOLUTION VALIDATION

JOB SEEKERS

SO MANY LEADS, SO LITTLE TIME

CUSTOMER HYPOTHESIS

PROBLEM HYPOTHESIS

GETTING THROUGH THE FUNNEL

RELEVANCY ALGORITH FOR CONTACTS

PRIORITIZE & RANK BEST CONTACTS AT POTENTIAL COMPANIES

SOLUTION HYPOTHESIS

PUSH NOTIFICATION ON KEY CONTACTS FOLLOWED

KINECTIONTESTIMONIALS

I made a list of 50 people

using my intuition. It

definitely would have

helped to have software

automating this process.

Deciding who to talk to was an agonizing process

In the future, I

would reach out

to my network

earlier in the

process

The job I

ended up

getting wasn't

advertised

Often there are

opportunities

available that are

not posted

PROCESS MAPHYPOTHESIS VERIFICATION

Experiments

1 2 3 4 5

Customer Online Dating Site Users

Job Seekersw/in the past 2

yrs

Job Seekersw/in the past 2

yrs

Current Job Seekers

Current Job Seekers

Riskiest Assumptio

n

People Care About

Honesty

Need To Reach Out To

Network

Result 2/7; 32 totalInvalidated

11/11Validated

10/11Validated

2/5Validated

4/5Validated

Learned Difficulty in gathering

data due to the personal

nature of topic. Need

new customer.

Existing Tools Creates Sense

of Uncertainties.

People Are More Reluctant

To Initiate Contact From

Their Network.

Cost Might Be a

Sensitive Issue.

Difficulty Utilizing

Contact List Especially If You Don’t Have a

Specific End Goal.

Decision Pivot Persevere. Move onto

Next Riskiest Assumption

Persevere. Move onto

Next Riskiest Assumption

Persevere. Move Onto

Next Riskiest Assumption

Persevere.

People Care About

Honesty

Existing Tools Insufficient

Need To Reach Out To

Network

Contact Ranking Is

Useful

Human Recommendations to Get Closer To The Ideal Job

KINECTIONKEY PIVOT POINTS:

• SEARCHING FOR A JOB, like DATING - is about “who you know” and the relationships you build

• EVERYONE we talked to said “searching for a job sux” and they wish it would have gone faster

• WE SAID: Let’s increase the velocity of the job search process

• LESS IS MORE: Kinection pushes FEWER recommended contact actions to the user, rather than more – where the timeliness and quality of contact’s proximity to a referral wins out over quantity.

• KINECTION KARMA POINTS – you never know who matters on your career path – so it pays to build good karma with Kinection.

• Success Metrics: 100 unique Site visits – 13% signup rate since midnight April 13th – with minimal marketing.

KINECTIONMVP - BIG DATA = BEHAVIORAL ANALYTICS FROM CONTACTS IN YOUR SOCIAL GRAPH

Attributes

Actions

Intent

Will works at XYZ and tweeted about #LeanNYC connect with him now! bit.ly/k42

kinection

REFFERAL RANKING ENGINE

KINECTION KARMA POINTS

KINECTION FLOW PUSH NOTIFICATIONS

KINECTION VALUE PROPOSITION – CONCISE, RELEVANT, ACTIONABLE

KINECTIONNEXT STEPS

RISKIEST ASSUMPTION: • Are job searchers willing to pay? If not, other monetization paths?

BIG VISION:• Time: There are only so many hours in the day – why waste time

on people who can’t connect you to hiring managers? Kinection is like a virtual recruiter – pointing you in the direction of the exact people you need to talk to.

• Accuracy: Most people admit that personal networks are the most powerful for job searching – but we’re still focusing on the job and not improving the relevancy of points of contact. Kinection energizes the propensity that the people you contact will refer you for the job you want.

• Incentive: Kinection Karma Points – the “What’s My Motivation?” of referral tools. Users both “pay it forward” and help themselves by accruing points they can use to unlock rewards and discount codes on affiliate sites (e.g.- SkillShare, General Assembly, Amazon Web Services).

HOW DO WE GET THERE:• Rock star team, recruit users by illustrating value prop,

collect/build data models

KINECTIONTHE TEAM

(left to right)• Jason Lee - Lead COO• (initial concept and pitch

deck)• Patrizia Marsura CTO• Jasmin Chun CMO• Will Kreth CEO• (pivot concept and revised

deck)• Christopher Lee CFO