1. SFnight SFnight Final Project Yisong Chen Monica Fernandes Advisor Prof.Yale M. Braunstein Market Overview Business Overview Competitor Overview Differentiation Money, Money, Money DEMO scripts Behind the Scene UC BERKELEY SIMS MASTERS FINAL PROJECT MAY 2001 1: 20 YISONG CHEN + MONICA FERNANDES ? our agenda

2. Powered by a network of venue owners, promoters, DJs/Bands, SFnight will bring the most extensive and intensive nightlife online information and resources to San Francisco nightlife consumers. SFnight Final Project UC BERKELEY SIMS MASTERS FINAL PROJECT MAY 2001 2: 20 YISONG CHEN + MONICA FERNANDES

3. SFnight is not SFnight is not SFnight Final Project UC BERKELEY SIMS MASTERS FINAL PROJECT MAY 2001 3 : 20 YISONG CHEN + MONICA FERNANDES Bar/clubs yellow page Local information entertainment portal we don’t list restaurants or movies!!! SFnight is for bars/nightclubs Zagat for restaurants Hollywood.com for movies

4. Market Overview consumers SFnight Final Project UC BERKELEY SIMS MASTERS FINAL PROJECT MAY 2001 4 : 20 YISONG CHEN + MONICA FERNANDES Bay area residents SF residents Visitors 801,400 6.5 million 11.9 million Potential Potential users: Potential users: 600 venues x 50 clients/night = 30,000 / night SF is the most wired city in US Rick, our persona

5. Market Overview players SFnight Final Project UC BERKELEY SIMS MASTERS FINAL PROJECT MAY 2001 5 : 20 YISONG CHEN + MONICA FERNANDES About 1000 venue owners (or general managers), several thousands of individual promoters, DJs and bands club nv

6. SFnight Final Project UC BERKELEY SIMS MASTERS FINAL PROJECT MAY 2001 6 : 20 YISONG CHEN + MONICA FERNANDES Consumers: Business Overview High demand for a specialized nightlife website Customized-nightlife information website consumers Neglected community: especially for bar owners and promoters. They usually ask friends to keep their websites up-to-date High cost of promoting a venue or event, especially for small promoters or small venues. players

7. Competitor Overview SFnight Final Project UC BERKELEY SIMS MASTERS FINAL PROJECT MAY 2001 7 : 20 YISONG CHEN + MONICA FERNANDES consumer marketcitysearch, sfgate, bayguardian, sfstation, nitevibe ….. players market NONE

8. Competitor Overview SFnight Final Project UC BERKELEY SIMS MASTERS FINAL PROJECT MAY 2001 8 : 20 YISONG CHEN + MONICA FERNANDES The one whose information maintenance cost can be justified by its revenue survivor

9. Differentiation SFnight Final Project UC BERKELEY SIMS MASTERS FINAL PROJECT MAY 2001 9 : 20 YISONG CHEN + MONICA FERNANDES citysearch, sfgate, bayguardian, sfstation, nitevibe ….. bar owners promoters musicians/ bands djs Customers preferences Latino 18 21+ Live Music Jazz Hip-Hop Free stuff Top venues Editor’s Picks Close to mission Customers & preferences

10. SFnight for Players being the first mover SFnight Final Project UC BERKELEY SIMS MASTERS FINAL PROJECT MAY 2001 10 : 20 YISONG CHEN + MONICA FERNANDES Promote their events Check their competitors' profile Manage Online Customer e-Mailing List subscription Update venue / event information Know the value of being listed on SFnight and the value of advertising: view statistics 3 structured interviews 1 survey It is not just one tool, it is a service package Improve skills on operating business

11. SFnight for Consumers being specialized SFnight Final Project UC BERKELEY SIMS MASTERS FINAL PROJECT MAY 2001 11 : 20 YISONG CHEN + MONICA FERNANDES 1st Time at San Francisco, After 2am … Add to a List to E-mail Friends ” MySFnight 2 surveys 1 exp. testing 2 usability Group feature “Organizing a friend’s birthday party?” Plan + customized feature “Super Diamond is coming to the city I can’t miss it!!!” “Gosh!, I do miss Madrid Let’s party all night” Target to Different needs a customer-centric information provider

12. SFnight Final Project UC BERKELEY SIMS MASTERS FINAL PROJECT MAY 2001 12 : 20 YISONG CHEN + MONICA FERNANDES Rate & Write a Review ” 65 subjects /consumers After event feature “Pissed off by a bartender?” “Could you pick up a flyer for me from SF?” Time & cost savings E-Flyers a customer-centric information provider SFnight for Consumers being specialized

13. Money, Money, Money! SFnight Final Project UC BERKELEY SIMS MASTERS FINAL PROJECT MAY 2001 13 : 20 YISONG CHEN + MONICA FERNANDES Network services to allow players to update their information by themselves Value-added advertising target at very specific market flexible advertising spending tracking the value of advertising Services differentiation Data licensing fee E-commerce opportunities Cost solutionsRevenue solutions

14. sfnight Survivors … SFnight Final Project UC BERKELEY SIMS MASTERS FINAL PROJECT MAY 2001 14 : 20 YISONG CHEN + MONICA FERNANDES nitevibe sfgate sfstation citysearch sfnight

15. Demo SFnight Final Project UC BERKELEY SIMS MASTERS FINAL PROJECT MAY 2001 15:20 YISONG CHEN + MONICA FERNANDES Script 1 Stefan Kizmiaz 35,an aesthetical pragmatic, works for Accenture. Wants to go out with some friends but not sure where to go Rick Law 30, getting to be more sociable Critical by nature, heard about MySFnight, and decided to check its recommendations Script 2

16. sfnight Demo SFnight Final Project UC BERKELEY SIMS MASTERS FINAL PROJECT MAY 2001 16 : 20 YISONG CHEN + MONICA FERNANDES Script 3 Club NV Club NV, already a SFnight Network member, go to SFnight to update an event

17. sfnight behind the scene 1: user needs assessment, personas, usability testing SFnight Final Project UC BERKELEY SIMS MASTERS FINAL PROJECT MAY 2001 17 : 20 YISONG CHEN + MONICA FERNANDES Simplify the homepage Change the listings of results Users wanted more feedback, feedback, feedback Labeling: my list & MySFnight thing…. Several improvements & insights from users 71 subjects total

18. sfnight behind the scene 2: studies & technology SFnight Final Project UC BERKELEY SIMS MASTERS FINAL PROJECT MAY 2001 18 : 20 YISONG CHEN + MONICA FERNANDES Venue / event classification redesign Personalization/customization studies Heavy PERL coding, Open Source DB: MySQL Recommendation systems Template-driven Several efforts worth mentioning Widespread use of CCS

19. Implementation Plan SFnight Final Project UC BERKELEY SIMS MASTERS FINAL PROJECT MAY 2001 19 : 20 YISONG CHEN + MONICA FERNANDES Transfer to Oracle / Sybase Improve User Interface design, Improve Algorithm for recommendation system Build pages currently under construction Content Development Partnership Development (content + services) Site Promotion, focusing on player market Further Site Development

20. Questions ? Thank you UC BERKELEY SIMS DIGITAL DOCUMENT MAY 2001 20: 20 YISONG CHEN + MONICA FERNANDES SFnight Final Project Special Thank You Our Master Project Advisor Prof.Yale M. Braunstein Thank You Faculty Dale Dougherty, Marti Hearst Rashimi Sinha, Robert Wilenksky Consultant Don Hogan For your contribution in the evaluations of our Final Project & 213 project, and support 213 Project And SIMs Staff And 213 Project: Rosa Ren, Bin Xin & Hong Cai SIMS students Shirley Chan, Susanne Eklund, Peter Roessler, Tom Selsley, Solanki Sumeet, Kirsten Swearingen, Mary Trombley, Amit Yashpal And: Ana Paula Gouvea (SIMS Alumni), Kevin Fox (213 TA) SIMs Staff: Kevin, Roberta, Yoon, Phil. And Joanna Pratter & Valerie Lanard, thank you for your work at Simians, and getting the labs open 24 hours !