Let’s start with a story

Let’s start with a story.

Andre and Brenda Smith.

Walt Whitman HS,Bethesda, MD

Go Vikings!

Claire: class of 2013, basketball.

Dante: class of 2012, football.

One of 155 families in the Walt Whitman booster

club.

The Smiths want to follow Vikings games

and their kids.

The Smiths are not alone.

The Post can be the indispensable guide to

local high school sports.

We already have the data.

So, what are we going to build?

A reusable platform for inputting, storing and showcasing high

school sports data.

What will we do with our

sports data service?

Power mobile, tablet

and Web applications in HTML5.

Please recycle (templates).

Wanna see it?Of course you do.

Live scores for football and boys

and girls basketball.

Leaders by school, by league, by

county and overall.

Infographics for game, team and

player stats.

A slick admin for scorekeepers to

send us scores and stats.

Haven’t we tried this before?

What went wrong?

1. No outreach to boosters.

2. One platform only.

3. One revenue stream.

So how will thismake money?

Two complementary revenue streams.

Go deep.Go wide.

Go deep: Revenue-share app

subscriptions with booster clubs.

Boosters are the key.

They do revenue shares all the time.

Each of the three schools we

surveyed were interested.

Initial focus on MoCo, Fairfax, and

private schools.

Competitors: MaxPreps, Rivals,

DC sports fan.

We’re better.

1. Longer history. 2. Easier score entry. 3. More platforms.

Estimated 18k buyers.

150 schools x 120 average members

Estimated $405k revenue.

$30 app ($15 shared) x 75% conversion; 2 years

Pessimistic?

$25 app cost?$337k.

60% conversion?$270k.

We can do better if we add a spring

season.

Go wide: Sell our hosted platform.

“Local doesn’t scale.”Everyone, ever.

Selling our software as a service can make local scale.

It leverages our engineering culture

and existing subscription model.

Competitors charge $35k to

$60k per site per year.

Initial estimate: 240 eligible properties.

Cox Media Group: >100 properties Halifax Media Group: 14 properties Media General: >60 properties MediaNews Group: 56 properties Tribune Company: 8 properties

Competitors:Ganett,

NewsEngin.

Yup, we’re better.

1. Lower cost. 2. Full-service. 3. Better tech platform.

Estimated $840k revenue.

240 properties x 10% conversion at $35k per site

Pessimistic?

$25k per site?$600k

240 properties x 10% conversion at $25k per site

5% conversion rate?$420k

240 properties x 5% conversion at $35k per site

What’s the build plan?

Estimated $78k dev costs.

240h for data platform160h for first mobile app

240h for three others80h design for templates

720h x 1.2 (skepticism) x $90 = $97.2k

Specs by late May.Launch by mid-

August.

Committing to 2 years.

Estimated $233k biz dev costs.

1 FTE booster outreach x .66 years x $80k1 FTE biz dev x 2 years x $90k

Assumptions.

1. App is free to download. 2. Pay to unlock most features. 3. Web site stays free, for now.

Profit.

Pessimistic? $503kRevenues: $303k (app) + $510k (service)

Costs: $311k

Optimistic? $934kRevenues: $406k (app) + $840k (service)

Costs: $311k

In-between? $718k$684k (average hi/lo) x 90% (skepticism)

http://j.mp/disrupt-sports-pdf

http://j.mp/disrupt-sports-ppt

Questions!