Swain innovations in business and funding
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This document discusses strategies for operating a for-profit business that achieves measurable social impact. It proposes using an entertaining social game distributed online and leveraging viral features, public relations, cross promotion, and media buys to achieve mass reach. The goal is for the average impact per daily active user (AIPDAU) metric and lifetime value of players (LTV) exceeding effective cost of acquisition (ECPA) to drive profit and measurable impact on issues like sustainability and the environment. A case study of the Ecotopia social game aims to affect real world change through in-game missions and rewards that correlate to planting trees in the Brazilian rainforest.
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Swain innovations in business and funding
- 1. Innovations in Business and Funding:1Advantages of Operating for Profit*Chris Swain, Talkie, Inc. and USCchris.swain@talkie.tv
- 2. Innovations in Business and Funding:2Advantages of Operating for Profit*Non-profit orgs can do it. Profit attracts funds (from investors and foundations), talent, and ensures ongoing operations
- 3. Goal:3Achieve Measurable Impact on Social CauseNote: Specifically seeking more than awareness of cause.
- 4. Strategy:4profit > measurable impactAchieve Mass ReachImpact MetricActions of player translates to measurable impact
- 5. AIPDAU – avg impact / daily active userAchieving Mass Reach:5profit > measurable impact > strategy 1: mass reachEntertainingDistributed OnlineLeverages Social GraphFree to PlayReal Marketing
- 6. Achieving Mass Reach:6profit > measurable impact > strategy 1: mass reachEntertainingDistributed OnlineLeverages Social GraphFree to PlayReal MarketingFree to Play means:Everybody plays freeOptional virtual goods cost real money~92% of players do not pay
- 7. ~6% pay a little
- 8. ~2% pay a lot7Social Games Get Primetime TV-Sized Audiences
- 9. Real Marketing:8profit > measurable impact > mass reach > real marketingViral FeaturesPublic RelationsCross PromotionMedia Buy in $
- 10. Real Marketing:9profit > measurable impact > mass reach > real marketingViral FeaturesPublic RelationsCross PromotionMedia Buy in $Do all of these.Keep expectations low.
- 11. Real Marketing:10profit > measurable impact > mass reach > real marketingViral FeaturesPublic RelationsCross PromotionMedia Buy in $most reliable and effective
- 12. 11profit > impact > mass reach > marketing > media buyAchieving Profit:LTV > ECPALTV = Lifetime Value of PlayerECPA = Effective Cost of Acquisition of PlayerLTV > ECPA means $1 to marketing returns >$1 to you
- 13. 12profit > impact > mass reach > marketing > media buyAchieving Profit:LTV > ECPALTV > ECPA means private investors will invest in the gameCase Study: $2b free to play game industry
- 14. Impact Metric:13profit > measurable impact > strategy 2: impact metricAIPDAU = Avg Impact / Daily Active UserNote: Actions of player impact the real world. Easier said than done.
- 16. Sustainable Platform for Affecting ChangeWorld goes from unsustainable to vibrant and green.15facebook.com/ecotopia
- 17. Sustainable Platform for Affecting ChangeUnlock a new story/mission board every month.Each board features a new “villain” to overcome
- 18. Real World Acts = game rewards
- 19. Ecotopia TV – video network + UGC contestsGrumpy Mrs. Griswald16
- 22. 19seeking additional green partners
- 23. 20Sustainable Platform for Affecting Change“25,000 Trees in 25 Days”Launching this minuteat G4C!If 25,000 virtual trees are planted in game, Talkie and CI will plant 25,000 trees in the Brazilian rain forest.facebook.com/ecotopia