ThinkTwiceBe Nice

Created By: Kelli Lord, Carolyn Ramirez & Erin Gibbons

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Over 50% of teenagers have been victims of cyberbullying… and just as many have been cyberbullies themselves.Hartford County Examiner

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Only 1 in 10 of these teenagers reported being cyberbullied to their parents.Cyberbullying Research Center

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My name is Zoe Johnson, and I am 13-years-old.

THE ROOT ISSUE

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The impersonal nature of Internet interactions causes a lack of empathy and blurs the connection between actions and consequences that can

lead to bullying and victimization.

THE THINKTWICE SOLUTION

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● ThinkTwice provides a safe web environment for users

● Raises awareness about cyberbullying

● Puts parents at ease

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ThinkTwice is a web extension that encourages:

● Healthier internet interactions● Cyberbullying awareness● Empathy and● Accountability for actions

UNIQUE VALUE PROPOSITION

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OUR BRAND IDENTITY

OUR BRAND IDENTITY

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WE ARE:Philanthropic ~ Caring ~ Big-Hearted

OUR MISSION IS:To reduce cyber bullying, increase empathy levels, and change the way people think about their actions on the internet.

WE PROMISE:To commit to making the internet a safer place through our products - minimising hostility and bullying with every click.

THE THINKTWICE “UNFAIR” ADVANTAGE

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Personalised and customisable

First mover advantage

CUSTOMER/USER SEGMENTS

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● Parents● Children● Teenagers● Young Professionals● Students● Avid social media users

*Aim for eventual mass market expansion

GENERAL ASSEMBLYPARTNERSHIPS OVERVIEW

CUSTOMER PERSONA - THE PARENTSANDRA● 41 years old, female

● Parent

● Active social life with other moms who have teenagers

● Aware of news about suicides due to cyber bullying

● Feels that daughter may not be communicating true online experience

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USER PERSONA - THE BULLIEDSARAH● 13 years old, female

● Frequent social media user and avid selfie-taker

● Needs a safe and positive experience online● Uses social media to interact with peers with

similar interests

● Received negative comments on her selfies

● Close friend has become depressed and suicidal due to social media bullying

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USER PERSONA - THE BULLYMELISSA● 14 years old, female

● Frequent social media user

● Anti-social tendencies and bullies others

● Disconnect between behaviour and consequences

● Feels need to regularly make negative comments on other’s media

CHANNELS

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Sale:● Website● App stores

Promotion:● School/Campus websites● Partnership with anti-bullying

non-profits● Facebook/Instagram ads and

other social media promotions● Partnerships with

celebrities/bloggers

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Conversion

Free users vs. premium users

Data tracking - most captured and most deleted words

COST STRUCTURE

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● Staff● Advertising/Customer acquisition● Software Design/App Design● R&D● Maintenance ● Rent/Utilities● Hosting

REVENUE STREAMS

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● Crowdfunding

● Donations

● Freemium (premium model for purchase)

● Partnerships

Our MVP Landing Page

Prototype: Invision Lo-Fi web browser

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https://invis.io/ZD5I571HF

ThinkTwiceBe Nice

MARKETING FUNNEL

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Primary Goal → Get customers to download our web-extension (and eventually the app)Strategy (Channels) → targeted social media ads (mainly facebook), remarketing, Google AdWords, search marketing, Facebook pageAcquisition → clicking on facebook/social media ads, watching video on landing pageActivation → Sign up for email list (for MVP), making account and downloading software (for Prototype/Final Product)Retention → Updates, the nature of the product, up sale from free to premium model (additional features, more devices)Referral → Sharing video or landing page link with peers; trigger = emotional/meaningful nudge at end of video or on landing page to share with peers who have seen bullying in their lives; focusing on pathosRevenue → Purchase of Premium model, crowd-funding, option to upgrade for more devices ($ + regular fee for each additional device), donations

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GENERAL ASSEMBLYPARTNERSHIPS OVERVIEW

CUSTOMER PERSONA - THE PARENTBIOSandra41 years old, femaleParentChemical EngineerChristian values, upper middle classUses social media but does not consider self tech savvyConcerned about online safety of teenage daughter

BEHAVIOURSUses internet regularly to access Facebook and keep up to date with work interestsActive social life with other moms who have teenagers

GOALSTo ensure her child can have a safe experience on the internet,without limiting freedom or causing tension

SCENARIOHas heard news reports pertaining to suicides due to cyber bullying.Sometimes notices daughter looking upset whilst interacting with the internetFeels that daughter may not be communicating true online experience

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USER PERSONA - THE BULLIEDBIOSarah13 years old, femaleSheltered, upper middle classHas many close friends in real life and several online acquaintances.Parents are non tech-savvy and work full time

BEHAVIOURSFrequent social media userConstantly on phone/computer/tabletSpends time with friends on weekendAvid selfie taker

GOALSTo feel safe on the internetTo have a positive environment onlineTo continue to interact with others on the internet

SCENARIOUses social media to interact with peers with similar interests and share life onlineExperiences FOMO if she misses out on social mediaHas received negative comments on her selfies onlineClose friend has become depressed and suicidal because of social media bullying

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USER PERSONA - THE BULLYBIOMelissa14 years old, femaleUpper Middle ClassEnjoys interacting with people online who she doesn’t know in real lifeParents are non tech-savvy and work full time

BEHAVIOURSFrequent social media userConstantly on phone/computer/tabletCan often display anti-social tendencies and bully othersDisconnect between behaviour consequences

GOALSTo be educated on her anti-social behaviour patternsTo have a positive environment onlineTo interact positively with peers online

SCENARIOUses social media to interact with peersOften frequents the social media accounts of other usersFeels need to regularly make negative comments on other’s media