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POSITIVE PROJECTIONS

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Puneeth Bikkumanla, Adam Hostetter, Natan Oliff , Ariana Riske, Erin Reilly

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Our Opportunity

Opportunity

Solution

Value

Market Analysis

Technical Feasibility

Financials

Target market

Fortune 500 companies with large amounts of real estate
City Dwellers

What do we offer?

Fortune 500

CSR

69% of millennials see CSR as very important for business (Study by Afflac)
CSR is second most important aspect in potential employers
Many people use smartphones and walk in city (Increase in Pedestrian Volume index)
On app and on billboard = positive associations

Affordability

Between $1-4,000,000 a year for electronic billboard in Times Square, for example
Will save money but erin will cover it more in depth in financials section
Projector Costs (See Erin’s page)

City Dwellers

Struggle with Transience/impersonal rhetoric

Being primed with positivity
Feel like they have a role, be able to positively influence others

how this will improve them

Allow users to feel as if they are partnering with companies
More potential employees
Associated with positive ideas (Schemas and such)

Stats on how many users

People walking in cities

350,000 a day in times square (https://cityroom.blogs.nytimes.com/2011/12/06/you-like-walking-in-the-city-so-do-plenty-of-others/)
Increase in “pedestrian volume index” (Same as above)

Smartphones are quite common

(https://www.ncbi.nlm.nih.gov/pubmed/20028952)

11% of budget on average (http://deloitte.wsj.com/cmo/2017/01/24/who-has-the-biggest-marketing-budgets/)
Direct expenses + social media are most common expenses (Same as above)

(http://www.businessinsider.com/what-it-costs-to-advertise-in-times-square-2012-12)
(chrome-extension://oemmndcbldboiebfnladdacbdfmadadm/https://www.philanthropy.com/items/biz/pdf/AflacCorporateSocialResponsibility.pdf)
(Same as above
(https://www.forbes.com/sites/daviddisalvo/2012/11/09/study-receiving-a-compliment-has-same-positive-effect-as-receiving-cash/#4298ebd16007)
(Thinking, fast and slow pg 52)

Why are they are target customers? What are we offering them?

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“Corporate Social Responsibility (CSR) activities improve employee cohesion and give a company a fresh sense of purpose”

“CSR marketing also helps attract customers who may be more loyal because of shared values and beliefs”

-Forbes Magazine

The rhetoric is cynical, the outlook is pessimistic, and the new predisposition is selfishness. Politeness is not the issue, rather, the problem has progressed into aversion and avoidance. If this argument sounds hyperbolic, when is the last time you went up to an urban indigent to wish them a good day? The void of positive communication prevails in U.S. cities.

The competitve environment plaguing cities creates an attitude of selfishness. In a place where an individual is surrounded by millions, he has never felt more alone. Hence, the problem ‒ the lack of care, interaction, and community in the urban habitat. Additionally, i

how this will improve them

Allow users to feel as if they are partnering with companies
More potential employees
Associated with positive ideas (Schemas and such)

Stats on how many users

People walking in cities

350,000 a day in times square (https://cityroom.blogs.nytimes.com/2011/12/06/you-like-walking-in-the-city-so-do-plenty-of-others/)
Increase in “pedestrian volume index” (Same as above)

Smartphones are quite common

(https://www.ncbi.nlm.nih.gov/pubmed/20028952)

11% of budget on average (http://deloitte.wsj.com/cmo/2017/01/24/who-has-the-biggest-marketing-budgets/)
Direct expenses + social media are most common expenses (Same as above)

(http://www.businessinsider.com/what-it-costs-to-advertise-in-times-square-2012-12)
(chrome-extension://oemmndcbldboiebfnladdacbdfmadadm/https://www.philanthropy.com/items/biz/pdf/AflacCorporateSocialResponsibility.pdf)
(Same as above
(https://www.forbes.com/sites/daviddisalvo/2012/11/09/study-receiving-a-compliment-has-same-positive-effect-as-receiving-cash/#4298ebd16007)
(Thinking, fast and slow pg 52)

Why are they are target customers? What are we offering them?

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Zexel

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Our Solution

Opportunity

Solution

Value

Market Analysis

Technical Feasibility

Financials

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Source: Vladimir Kudinov on Pexels

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Our Value

Opportunity

Solution

Value

Market Analysis

Technical Feasibility

Financials

Target market

Fortune 500 companies with large amounts of real estate
City Dwellers

What do we offer?

Fortune 500

CSR

69% of millennials see CSR as very important for business (Study by Afflac)
CSR is second most important aspect in potential employers
Many people use smartphones and walk in city (Increase in Pedestrian Volume index)
On app and on billboard = positive associations

Affordability

Between $1-4,000,000 a year for electronic billboard in Times Square, for example
Will save money but erin will cover it more in depth in financials section
Projector Costs (See Erin’s page)

City Dwellers

Struggle with Transience/impersonal rhetoric

Being primed with positivity
Feel like they have a role, be able to positively influence others

how this will improve them

Allow users to feel as if they are partnering with companies
More potential employees
Associated with positive ideas (Schemas and such)

Stats on how many users

People walking in cities

350,000 a day in times square (https://cityroom.blogs.nytimes.com/2011/12/06/you-like-walking-in-the-city-so-do-plenty-of-others/)
Increase in “pedestrian volume index” (Same as above)

Smartphones are quite common

(https://www.ncbi.nlm.nih.gov/pubmed/20028952)

11% of budget on average (http://deloitte.wsj.com/cmo/2017/01/24/who-has-the-biggest-marketing-budgets/)
Direct expenses + social media are most common expenses (Same as above)

(http://www.businessinsider.com/what-it-costs-to-advertise-in-times-square-2012-12)
(chrome-extension://oemmndcbldboiebfnladdacbdfmadadm/https://www.philanthropy.com/items/biz/pdf/AflacCorporateSocialResponsibility.pdf)
(Same as above
(https://www.forbes.com/sites/daviddisalvo/2012/11/09/study-receiving-a-compliment-has-same-positive-effect-as-receiving-cash/#4298ebd16007)
(Thinking, fast and slow pg 52)

Why are they are target customers? What are we offering them?

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Value

Our Corporate Customers

Our Users

Growing Brand Loyalty

Cutting Marketing Costs

Fostering Positivity

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68%

in corporate marketing costs when using our product

73%

of metropolitans feel the city could be more positive

Value

Our Corporate Customers

Our Users

61%

in brand loyalty for companies with good reputations

Business Insider and “The 9th Annual Reputation Quotient: Reputations of the 60 Most Visible Companies” by Harris Interactive; survey conducted March 2008

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Value

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Market Analysis

Opportunity

Solution

Value

Market Analysis

Technical Feasibility

Financials

Target market

Fortune 500 companies with large amounts of real estate
City Dwellers

What do we offer?

Fortune 500

CSR

69% of millennials see CSR as very important for business (Study by Afflac)
CSR is second most important aspect in potential employers
Many people use smartphones and walk in city (Increase in Pedestrian Volume index)
On app and on billboard = positive associations

Affordability

Between $1-4,000,000 a year for electronic billboard in Times Square, for example
Will save money but erin will cover it more in depth in financials section
Projector Costs (See Erin’s page)

City Dwellers

Struggle with Transience/impersonal rhetoric

Being primed with positivity
Feel like they have a role, be able to positively influence others

how this will improve them

Allow users to feel as if they are partnering with companies
More potential employees
Associated with positive ideas (Schemas and such)

Stats on how many users

People walking in cities

350,000 a day in times square (https://cityroom.blogs.nytimes.com/2011/12/06/you-like-walking-in-the-city-so-do-plenty-of-others/)
Increase in “pedestrian volume index” (Same as above)

Smartphones are quite common

(https://www.ncbi.nlm.nih.gov/pubmed/20028952)

11% of budget on average (http://deloitte.wsj.com/cmo/2017/01/24/who-has-the-biggest-marketing-budgets/)
Direct expenses + social media are most common expenses (Same as above)

(http://www.businessinsider.com/what-it-costs-to-advertise-in-times-square-2012-12)
(chrome-extension://oemmndcbldboiebfnladdacbdfmadadm/https://www.philanthropy.com/items/biz/pdf/AflacCorporateSocialResponsibility.pdf)
(Same as above
(https://www.forbes.com/sites/daviddisalvo/2012/11/09/study-receiving-a-compliment-has-same-positive-effect-as-receiving-cash/#4298ebd16007)
(Thinking, fast and slow pg 52)

Why are they are target customers? What are we offering them?

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Target Market

15 of these Located in DC

Large Real Estate

Fortune 500

Exist in highly competitive markets

CSR Investment

A willingness and a passion for CSR

3

Large Real Estate

Projections span multiple floors

2

1

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Diffusion Strategy

New York City Area

Greater Boston Area

DC Metro Area

GeoLoungue

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Technical Feasibility

Opportunity

Solution

Value

Market Analysis

Technical Feasibility

Financials

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Technical Feasibility

Software

Hardware

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Machine Learning

Users Send Messages

Messages Are Screened

Approved

Questionable

Inappropriate

Discarded

Manual

Approval

Projected Messages

Machine Learning

Scoring Threshold

Teaching the Classifier

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Hardware and Conditions

Time of Day

Mounting Apparatus:

Stainless Steel Cantilever Beam

Ultra Short Throw Projector

Window Screens

Weather Encasing

Hardware

Conditions

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Projector Position

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Financials

Opportunity

Solution

Value

Market Analysis

Technical Feasibility

Financials

Target market

Fortune 500 companies with large amounts of real estate
City Dwellers

What do we offer?

Fortune 500

CSR

69% of millennials see CSR as very important for business (Study by Afflac)
CSR is second most important aspect in potential employers
Many people use smartphones and walk in city (Increase in Pedestrian Volume index)
On app and on billboard = positive associations

Affordability

Between $1-4,000,000 a year for electronic billboard in Times Square, for example
Will save money but erin will cover it more in depth in financials section
Projector Costs (See Erin’s page)

City Dwellers

Struggle with Transience/impersonal rhetoric

Being primed with positivity
Feel like they have a role, be able to positively influence others

how this will improve them

Allow users to feel as if they are partnering with companies
More potential employees
Associated with positive ideas (Schemas and such)

Stats on how many users

People walking in cities

350,000 a day in times square (https://cityroom.blogs.nytimes.com/2011/12/06/you-like-walking-in-the-city-so-do-plenty-of-others/)
Increase in “pedestrian volume index” (Same as above)

Smartphones are quite common

(https://www.ncbi.nlm.nih.gov/pubmed/20028952)

11% of budget on average (http://deloitte.wsj.com/cmo/2017/01/24/who-has-the-biggest-marketing-budgets/)
Direct expenses + social media are most common expenses (Same as above)

(http://www.businessinsider.com/what-it-costs-to-advertise-in-times-square-2012-12)
(chrome-extension://oemmndcbldboiebfnladdacbdfmadadm/https://www.philanthropy.com/items/biz/pdf/AflacCorporateSocialResponsibility.pdf)
(Same as above
(https://www.forbes.com/sites/daviddisalvo/2012/11/09/study-receiving-a-compliment-has-same-positive-effect-as-receiving-cash/#4298ebd16007)
(Thinking, fast and slow pg 52)

Why are they are target customers? What are we offering them?

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$540k

initiation fee for corporate customers

Financials

Financial: Revenues

21%

month-over-month organic revenue growth

$160k

subscription fee for corporate customers

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$109k

fixed costs in first year of operations

Financials

Financial: Costs

variable costs per customer

18%

founders’ equity will be given to developers as compensation

$25k

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Questions

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Appendix A:

Financial Considerations

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Appendix B

Technical Considerations

Throw Distance

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Throw Ratio = 0.37:1

(Projector Dependent)

Throw Distance =

(width of screen) * (throw ratio)

EX. Calculation:

If desired projection is:

H=30 ft and W= 30 ft

TD =(30 ft)*(0.37)

= 11.1 ft

The projector would have to be 11.1 ft away from the building

D = throw distance = 0.37 ft

W = width of screen = 1 ft

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Appendix C-1:

Machine Learning Software

https://wazcommunity.wordpress.com/2015/12/28/azure-machine-learning-news-5/

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Appendix C1: Wire Frame

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Appendix C2: Wire Frame

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Appendix D: Total Addressable Market

730,000 Million People Who Work in Boston

260 Million Live in US Cities

122 Million in East Coast Cities

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Barnes, C. G. (2011, June 02). The impact of CSR on brand reputation and sales. Retrieved October 17, 2017, from https://www.econsultancy.com/blog/7582-the-impact-of-csr-on-brand-reputation-and-sales-2

F.L., P.K., L.H., .S., P.S., S.W. A.M.-L. (2011, 22 June). City living and urban upbringing affect neural social stress processing in humans. Retrieved from http://www.nature.com/nature/journal/v474/n7352/full/nature10190.html?foxtrotcallback=true#contrib-auth

(2010, July 09). The Most Imaginative CSR Ad Campaigns. Retrieved October 17, 2017, from https://www.forbes.com/2010/07/09/pepsi-macys-twitter-tide-levis-advertising-responsibility-cmo-network-imaginative-csr.html

Citations