Skip to content
Share
Explore
WKS
Workshop Notes
RAW NOTES
Quotes
The Breakup
Write a breakup letter to the current Client TK brand. Explain what caused your relationship to go sour, why you’re moving on, and what you’re looking for in a new brand. Be firm, but fair. You can focus on the elements you like, too — don’t leave Client TK out in the cold. But be honest: now’s your chance to really get this off your chest.
Key Issues
Key Point
1
Manar: outlooks on microsite were not realised in practice, only on paper (Peazie)
2
Julia: great idea to start with, but didn't develop into a business
3
Sam: not refined or consumer focussed enough, started off flashy like all competitors
4
Rahul: conflicting consumer expectations re brand values and channels to consumer
5
Toby: talk a lot of dollars, don't make a lot of sense + confused identity
6
Overlying: want to get to know who you are
7
Charl:
8
Pat: Confused, 3 different entities not working together.
9
Andy: I feel I don’t understand what you’re all about. There’s conflicting tone of voice and a lot of buzz words that makes me feel unsure about your goals.
10
Ozzy: You're three different personalities and I only signed up for one.
There are no rows in this table
10
Count
The State of the World
What in the world is going on? Let’s look at some macro consumer trends, both in your market and beyond.
Mega Trends and What to Do About Them
Column 1
Mega Trend
What do Users Expect?
What Can We Do?
1
1
Intervention Seekers
Users are looking for brands to step in with responsible decisions and actions.
Use our resources to create the big changes; let users join in with small changes. If you change the way you look at things, the things you look at change.
2
2
Give/Take dichotomy
Users are aware that they're giving away their data in return for some pretty underwhelming benefits — like having Siri listening in to every conversation so that you can ask her to schedule a meeting. But they feel apathy towards changing.
Make users feel better about who they're giving their data to, and give them some agency.
3
4
Me-commerce
Users are looking for new ways to transact, and new platforms to transact on.
Create value from something they're already doing, and giving them a place to spend their accrued value.
4
5
Virtual Influence(rs)
The line between real and fake to be blurred.
Lean into this instinct by showing an avatar of our user, not a pure reflection of them.
5
6
Post-post-truth
Brands to help re-establish order in a dishonest world.
Be transparent about who we are, who we've been, and who we want to be.
6
7
Youniverse
Customisation based on preferences.
There are no rows in this table
6
Count
Where do You Stand?
A quick look at the state of play as we see it. This is less about “visual direction” and more about what your consumers are used to, what your competitors are doing, and where the market’s going next.
Competitors
Direct
Indirect
Allies/Partners
Heroes
1
transaction and data led as per NewCo - but it would be naive to dismiss
them) - AUS/Global
(High quality business - Cashback, discounts, offers - huge business, acquired eBates) - US
UK/Global
2
local businesses - very SME focused) - US
(High quality business - Discount codes aggregator, plugin for browser, just bought for $4.0bn) - US
US) - US
3
(Market research for the mobile generation. Perksy powers real-time research with Millennial & Gen-Z audiences through mobile.) — US
unglamorous business but have been around for years and has market penetration - should be respected) - US
4
(Rewards Apps - cash and prizes - very similar to Swagbucks - ugly as sin but appeals to the mass market and should not be underestimated) - US
5
Great success story - uses Plaid as an integration as we would plan to ) - US
11
decent copy and branding)
There are no rows in this table
5
Count
Who Do You Think You’re Talking To?
If we’re going to meet people where they are, we first need to know where they is. So, who are they? Where are they? What are they like? What do they like?
Target Audience
Details
1
2
3
1
Age, gender?
Female - 35
Male - 26
Female - 45
2
Occupation?
3
What are they passionate about?
4
Which problem does NewCo solve?
5
What else do they look for from NewCo?
6
How much will they spend?
7
Which other brands, businesses, services, etc are they interacting/identifying with?
8
Where are they finding NewCo?
9
The thing about this person is...
There are no rows in this table
9
Count
What Do You Actually Do?
Let’s talk about what you actually do. What makes your product so different, so desirable, so much better than anyone else on the market.
Products, Services and Benefits
Product/Service
Benefits
1
Ivy
2
Sending & recieving crypto with a layer of trust and security
Trading a currency backed against a trusted ledger. "Know your customer/transaction" data. Send bitcoin with passport details and/or proof of address. Can attach invoice with IvyKoin & send the money.
3
Transparency on who is transacting
4
5
Peazie
6
Consumer consent for data acquisition
Brands can campaign for audiences to buy their products
7
Database of historical campaigns & industry expertise
Deliver effective engagement campaign solutions for brands to drive. Help brands earn the reach to audiences. Capture and track audience
8
Help B2C brands easily and legally build customer databases
9
Brands only need to provide branding guidelines and legalities (go-to-market strategies etc)
10
Profile consumers, build a more holistic profile as well
11
Consumers don't need to know what Peazie is
12
Bega Creator's Club: Campaign delivers personalisation - 70,000 school kids walking around with Bega bags
13
NewCo
14
Trust and compliance element provided through software
15
Identity creation
16
Build optimal interface to capture consumer profiles and preferences, by combing with Peazie.
17
A platform that generates consumer data itself, rather than seeking other platforms
18
Build brand loyalty on a 1:1 basis on the platform itself
19
Peazie is leading integration partner
20
Consumers can now use a tool that ensures they have control over their info and can open/close the tap on what brands have access to that information
21
Location, purchase history can be provided incrementally
22
Ongoing user relationship with a platform that brings you more and more brand
23
Potential marketplace/digital mall to keep consumers engaged with affiliated brands/offers
24
In general, consumer data has never been visible to consumers to provide insights in how it add values to them
25
NewCo will be able to leverage this data and show brands how they can be rewarded through incentives
26
Ideally, would have wanted visibility of which brands have been targeted with specific offers
27
People will have the freedom to choose who they want to be loyal to and share their data with
28
Potential marketplace/digital mall to keep consumers engaged with affiliated brands/offers
29
LettuceKoin
Transfer of a form of "digital value", an in app currency
30
People rewarded with tokens for contributing data to the platform
31
Original "utility token" is no more; converted into rewards token
32
Allow brands to interact with data while also earning a standardised token
33
Tokens are platform-wide, not brand-specific
34
Different verticals can trade and exchange value for data on the platform
35
There are no rows in this table
7
Count
How Do You Do It?
How do you deliver your service to your customer in a way that's different from everyone else?
Proof Points
Proof Point:
Why is it important?
How does it work?
Who is it good for?
1
2
3
4
5
6
7
There are no rows in this table
0
Count
So, Who Are You?
Now we have a fair idea of what we’re talking about, we need to decide how we’re going to say it. Let’s talk about personality.
Traits: Impressions
Number
Trait
Riff
Score
1
10
Straightforward
The internet's a confusing place. Finance is complicated and opaque by design. So if we're going to include people in the conversation, we need to break things down and talk like humans. That doesn't mean that can't deal in complexity: we just need to make sure we're aware of time and place for both.
2
12
Idealistic
We imagine a world (and an internet) very different to the one we currently live in. We're always optimistic, always looking for how we can help small changes lead to massive change.
3
14
Brave
We're courageous. We are going where people don’t dare, so let’s go balls to the wall. We want to pave the way, and inspire our community to be brave too. Not in like, a Katy Perry way tho.
4
47
Trustworthy
We are a modern bank (of sorts), so being authentic is super important. We're secure (as can be). Compliance is big to us, and a huge helping hand to our partners. We need to make sure this is never in question.
5
2
Fun
We are in finance and data but we aren’t curing cancer. We need to have personality: rather than wanting to "be" fun, we want to have fun.
6
3
Caring
We're super supportive. We give a shit about our community. This is about giving back, not just taking. Win/win/win.
No results from filter
6
Count
Your Archetype
Type
Traits
Image
1
Friend
Stability, closeness, reliability and honesty.
2
Rebel
Innovation, difference, revolution and conviction.
There are no rows in this table
2
Count
Why Do You Get Out of Bed?
So, why bother? Why do this at all? Why do you get out of bed in the morning and work to build this, and not something else?
The Elevator Pitch
If we want people to say the right things about us (both online and IRL) then we need to be good at telling people what we’re about. The story we tell must be clear, concise, and consistent. So, how do we explain ourselves in 11 floors or less?
User Journey
Google Doc
1
Audience
Product/Service
Feature
2
Crypto bros
x20 their $ (purchase of IvyKoin)
Buy Ivy, Pay with Ivy, token utility
3
Financial Institution
Compliant payment tool
Crypto to Crypto to Fiat, Trusted / secure information linked to the transaction of which banks could approve the transaction
4
Sender (individual)
Secure buying and sending of value ‘Ivy’ to pay for stuff
Know Your Customer (KYC), Know Yout Transaction (KYT), Global transfer
5
Receiver (individual or business)
Secure receiving of value ‘Ivy’ or ‘cash’
Know Your Customer (KYC), Know Yout Transaction (KYT), Global transfer
There are no rows in this table
1
Advertiser
Digital Coupon
Exchange your data to unlock our 2-4-1 coupon, tokens and U$D.
2
Consumer
Digital Coupon
I exchanged my data which unlocked a 2-4-1 coupon, tokens and U$D which was sent to my email and added to my Apple wallet
There are no rows in this table
Key Messages 2
Brand
Product or Service (What)
Benefit (Why)
Message (How does it work?)
Audience
Importance
1
NewCo
Control what ads you see.
Allow users to opt-in to brands/offers
Get paid for your data.
Consumer
2
NewCo
Peazie
Allow users to redeem coupons in-store (retail partners)
Turn your data + digital activities into rewards and currency
Consumer
3
NewCo
Allow users to redeem user activity for cash value
Turn your data + digital activities into rewards and currency
Consumer
4
NewCo
Allow users to have ongoing relationships with brands on their terms
Turn your data + digital activities into rewards and currency
Consumer
5
NewCo
Peazie
Allow users to disable access for brands
Turn your data + digital activities into rewards and currency
Consumer
6
NewCo
Allow brands to target users based on activity, not personal data (e.g. first name, last name, address, etc.)
Turn your data + digital activities into rewards and currency
Brand
7
Own your data
8
Choose what to watch
9
Earn cash/get paid by the hour
10
Be rewarded for your loyalty
11
Have a say/be part of the conversation
12
Control which brands see you
Don't get tracked by brands you don't believe in
13
Peazie
Improve the conversation
We help brands build meaningful direct-to-consumer relationships
14
Better conversation=better conversion
Allow brands to target users based on activity, not personal data (e.g. first name, last name, address, etc.)
15
Sales & Sampling
16
Segmentation
17
Lead generation/Database Acquisition & Growth
18
Customer engagement
19
Customer segmentation
20
Sales & sampling
21
Creative
Beautiful on-brand campaigns, built to your guidelines. Dozens of templated campaign mechanics including voting galleries, instant wins, nomination, personalisation, digital coupons, enter to wins, and more. Let’s get creative with how we meet your customer acquisition targets!
22
Insight
Data insight from thousands of past campaigns informs our campaigns. The millions of data points we’ve analysed means we have hard facts on what incentives, messaging, channels, and mechanics will drive the outcomes you want.
23
Experience
We have the expertise to help you navigate the world of promotional and incentivised marketing. We can arrange everything from T&Cs, permits, insurances, to fulfilment and prize partners.
24
Technology
We’ve already built the technology needed to run high performing campaigns every time. Our front-end campaign mechanics, coupled with our back-end data capture and optimization platform, means there’s with no need for your own expensive in-house developer costs.
25
Peazie
Digital lead generation tool
High ROI
Improved Conversion
26
Peazie
Data-Driven
27
Peazie
Digital Campaign builder
Plug + Play
Easy Compliance
28
Database Acquisition & Growth
Creative Campaigns
There are no rows in this table
15
Count
Want to print your doc?
This is not the way.
This is not the way.
Try clicking the ⋯ next to your doc name or using a keyboard shortcut (
CtrlP
) instead.