Skip to content
Markie, Laura, Rahul, Sam, Manar, JuliaRaw notes from workshop Client facing documentLinks to PDF and audio recording
IvyMight as well just send Bitcoin instead of KYTIvy's assets going into Peazie & NewCo - Ivy scrapped/foldingLettuce Koin is a reward token - x amount of tokens for sign up etcTokens as part of incentive to interact with campaigns, offers, CTAsAccumulate 10,000s of NewCo coins to use within ecosystem or take out on an exchange"In game" value of a currency - when greater than outer game value, causes the currency to appreciateLettuce Koin - new use will predicate that it becomes a security. Need a new token to hit legal burdens anyway. FRESH START, FRESH KOIN
NewCoTrust and compliance element provided through softwareCurrent thinking is to keep Peazie somewhat separate as it is its own agencyProvides NewCo with a strong integration partner NOT A COUPON PLATFORM Consumer is supposed to be brand conscious already. More of a brand loyalty building platform. Get coupons but also tokens for interacting with brandGenerating/trading data by doing or receiving - value exchange People will have the freedom to choose who they want to be loyal to and share their data withPotential marketplace/digital mall to keep consumers engaged with affiliated brands/offers"Consent economy" / "attention economy"Building loyalty to overall ecosystem - not a specific brand per se. We want brands to be able to come onto the NewCo platform and pay for your data in cold hard cash. As a platform, can incentivise user for interacting with NikeRewards mechanism that can travel across brands. Tokens for interacting with Nike, ANZ etc. But then can take all tokens and accumulate them with one brand or campaign
How do we offset the cost of marketing?Connecting people's purpose and purchase power to a business's profitHelp consumer to put their hands on the scale and balance it outMeta modern consumers are comfortable with contradiction
User PathAcquire customers through social channels Data-driven insight through Peazie's databasesProduct launch of a brand with loyal consumer base; reach out through the platform to take on some of the marketing responsibilitiesBrands that benefit from 1:1 interactionsCampaign > Appstore > Lettuce > Campaign Page Offer > Input data > go to see other active campaigns > more data > more campaigns available to you
“Never doubt that a small group of thoughtful, committed, citizens can change the world. Indeed, it is the only thing that ever has.”“The world as we have created it is a process of our thinking. It cannot be changed without changing our thinking.”“Change will not come if we wait for some other person, or if we wait for some other time. We are the ones we've been waiting for. We are the change that we seek.”“Change the way you look at things and the things you look at change.”
Consumer is supposed to be brand conscious already. More of a brand loyalty building platform. Get coupons but also tokens for interacting with brand
SP - I get up to (try and) make a serious impact and create something of value.Helping people who need it, get what they deserve. Meeting at the intersection ofbrands, consumers and finance^^ SAM this is 177 charactersLM - I get up in the morning because the people I work with aren’t going to blow hotair and are realistic. There are too many sociopaths people in tech. Also, money’s cooltoo.JT - I enjoy solving problems with smart people. I hope to build a more thoughtfulmousetrap than the next business.MB- I like creating stuff, I like creative problem solving, I want to make meaningfulimpact on people’s lives and make bank….RJL:Retweet Andrew Yang + MSNBC:
JT - Data is the new currency. Brands care about engagement. Earn money for what you already do.
Workshop Notes
RAW NOTES
Quotes
― Margaret Mead
― Albert Einstein
― Barack Obama
— Wayne Dwyer
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
Manar: outlooks on microsite were not realised in practice, only on paper (Peazie)
Julia: great idea to start with, but didn't develop into a business
Sam: not refined or consumer focussed enough, started off flashy like all competitors
Rahul: conflicting consumer expectations re brand values and channels to consumer
Toby: talk a lot of dollars, don't make a lot of sense + confused identity
Overlying: want to get to know who you are
Charl:
Pat: Confused, 3 different entities not working together.
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.
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
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
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.
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.
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.
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.
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
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
local businesses - very SME focused) - US
(High quality business - Discount codes aggregator, plugin for browser, just bought for $4.0bn) - US
US) - US
(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
(Rewards Apps - cash and prizes - very similar to Swagbucks - ugly as sin but appeals to the mass market and should not be underestimated) - US
Great success story - uses Plaid as an integration as we would plan to ) - US
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?
Notes
Target Audience
Details
1
2
3
Age, gender?
Female - 35
Male - 26
Female - 45
Occupation?
What are they passionate about?
Which problem does NewCo solve?
What else do they look for from NewCo?
How much will they spend?
Which other brands, businesses, services, etc are they interacting/identifying with?
Where are they finding NewCo?
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
Ivy
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.
Transparency on who is transacting
Peazie
Consumer consent for data acquisition
Brands can campaign for audiences to buy their products
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
Help B2C brands easily and legally build customer databases
Brands only need to provide branding guidelines and legalities (go-to-market strategies etc)
Profile consumers, build a more holistic profile as well
Consumers don't need to know what Peazie is
Bega Creator's Club: Campaign delivers personalisation - 70,000 school kids walking around with Bega bags
NewCo
Trust and compliance element provided through software
Identity creation
Build optimal interface to capture consumer profiles and preferences, by combing with Peazie.
A platform that generates consumer data itself, rather than seeking other platforms
Build brand loyalty on a 1:1 basis on the platform itself
Peazie is leading integration partner
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
Location, purchase history can be provided incrementally
Ongoing user relationship with a platform that brings you more and more brand
Potential marketplace/digital mall to keep consumers engaged with affiliated brands/offers
In general, consumer data has never been visible to consumers to provide insights in how it add values to them
NewCo will be able to leverage this data and show brands how they can be rewarded through incentives
Ideally, would have wanted visibility of which brands have been targeted with specific offers
People will have the freedom to choose who they want to be loyal to and share their data with
Potential marketplace/digital mall to keep consumers engaged with affiliated brands/offers
LettuceKoin
Transfer of a form of "digital value", an in app currency
People rewarded with tokens for contributing data to the platform
Original "utility token" is no more; converted into rewards token
Allow brands to interact with data while also earning a standardised token
Tokens are platform-wide, not brand-specific
Different verticals can trade and exchange value for data on the platform
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?
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
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.
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.
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.
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.
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.
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
Friend
Stability, closeness, reliability and honesty.
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?
I want to spend my time, energy, love and money creating Client TK because...
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?
Want to print your doc?
This is not the way.
This is not the way.
Try clicking the ··· in the right corner or using a keyboard shortcut (
CtrlP
) instead.