Jambo! is a mobile advertising platform that enables advertisers to quickly and effectively

target specific segments in Africa

Week 10

Kris Cuaresma-PrimmJan Shelly Brown Nick KroshusAli Punjani Saman Kielty

Jambo’s vision is to provide discounted/free text, talk, and data to Base of the Pyarmid users in

emerging markets in exchange for consuming ads.

Week’s InterviewsUsers

6 Mentors

2

Total InterviewsUsers

100 (10)Mentors

11

The Current PlanThe Original Vision

Kris Cuaresma-Primm

Jan Shelly Brown

Nick Kroshus

Saman Kielty

Ali Punjani

Leonard Annan

Berkeley-Haas MBARole: PickerFocus: Marketing & Sales

Berkeley-Haas MBARole: DesignerFocus: System Design

Berkeley-Haas MBARole: DesignerFocus: Mobile Carriers

Asheshi University Role: On-the-Ground PartnerFocus: Mobile Apps

Berkeley PHD - Computer ScienceRole: Hacker Focus: Technical Development

Berkeley-Haas MBARole: HustlerFocus: Project Management

Who Who is our team?

WHAT

Where

WHY

Today

OriginalVision

WHOHOW

What was Jambo’s journey to today?What

Total Available

Served Available

Target

India Ghana “African Lions”

$13 Billion

$4 Billion

$195 Million

$721 Million

$288 Million

$94 Million

$5.7 Billion

$2.2 Billion

$734 Million

Where Where is the right market?

Learning……Too

Saturated …Too Small …Just Right

We need a “Goldilocks” MarketWe need a “Goldilocks” Market

Who is our target market?

College Student

• Female farmer• Mother of three children• Wants to talk to her sister

that moved to town• Wants smartphone, buys

soap, razors

Rural Mother

• 19 year old male student• Uses smart feature phone• Wants more minutes and

credits to talk to his friends

“Penetration” CPG

• Brand Manager of penetration-focused CPG

• Multinational basic marketer• Unilever country manager

Who

What What is the right value proposition for whom?What

Base of Pyramid

Rural Farmer

Rural Mom

Mass Market

Rural Mom

Urban Mom

Urban Mom

College Student

Target Users Incentive Advertisers

Mobile Minutes

Mobile Minutes

Mobile Minutes

Sweepstake

Relevant Content

Relevant Content

Content + Minutes

Phone Upgrades

Global CPG

“Basic Good” Marketer

“Penetration” CPG

Media House

“Penetration” CPG

“Discretionary”Marketer

Market Research

New Product

WEEK HYPOTHESIS

10 100PIVOTITERATE

Lack purchasing power desired by

advertisersWomen make

purchasing decisions for household

Valued information is an important aspect

Trusted brands are a key for growing

Reaching rural users is cost prohibitive

Market Research budgets are minimal

594INTERVIEW

8

Mobile users are better consumers than customersMobile users are better consumers than customers

How How can we operate successfully?

Customer Acquisition Cost :< $0.15

Conversion 1.5 - 7%

Get Keep Grow

• Facebook• Out of Home• Sales Force• Referral • SMS Gateway

• Sweepstakes• Relevant Content• Improved Ads

Customer Acquisition Cost : $60K per 1M customers

• Customer data mining• Customer referrals• Country expansion

through partnerships

Some Metrics Really MatterSome Metrics Really Matter

WHY Why will we beat our competitors?

Proprietary customer database:

•Seeded with ~10 Million basic mobile customer records

•Enhanced customer information to include interests, spending patterns, etc.

• Targeted consumer databases

• SMS gateway technology for NGOs and CPGs

• Periodic consumer incentives

Jambo will not only offer NGOs & CPGs a platform to reach customers, but will mine the consumer information, enabling offering more targeted qualified leads to NGOs and CPGs

Potential customer rewards:

•Sweepstakes

•Informative content

•Airtime/credit

Provide a mobile advertising platform that improves targeted consumer databases

Provide a mobile advertising platform that improves targeted consumer databases

Today Is this idea the best idea for tomorrow?

Investment Readiness: Validated Product Market Fit

There are key steps and assumptions that require validation: •Validation of both the left and right side of the canvas •High fidelity prototypes

5

8

6

4

2

Today What did we learn about finding customers?

Customer Interactions

0 105

Week

Media & Advertising Mobile Users

Cultural differences and an emphasis on relationships, made ongoing mobile user customer discovery increasingly difficult.

“Media buyers only use vetted platforms”

Media & Ad Agencies have an incredibly higher barrier to entry, which relies on personal relationships or “huge success.”

“New platforms can’t be vetted unless itis used by media houses.”

Today What did we learn about the process?

It helps keep the team focused, but it also acts as an anchor, hindering the ability to pivot.

0 105

Week

CostOf

Change(CoC)

Bad Idea Commitment Curve

Pivot Debt

Actual CoC

OptimalCoC

A Clear Vision is like a Stake in the Ground

The longer a team works on an idea the more difficult it is to pivot or start over because the they know how much time and energy it will take to change.

The Future is BrightThe Future is Bright

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Week 10