Susan Miller’s AstrologyZone presents “Lovestruck”

PRD for Intro to Hi-Tech Product Management and

Product Marketing

April 16, 2013

Product Overview

• Susan Miller's "LoveStruck" is an application that will

help individuals meet and date singles in their area

• It will provide local, real-time events and activity

suggestions for couples going on dates as well as

days most suitable days for dates based on their

astrological outlook

Product Overview (cont.)

• "LoveStruck” works with local businesses to form

partnerships to provide discounts for users

• The product’s differentiation in the marketplace

is its focus on astrology and horoscopes

Functional Requirements

• Lovestruck must be accessible via smartphone mobile

app or web app/online.

• Users must be able to provide profile info and browse

profiles of other single users that include birthday

(sign), age, location and other personal traits.

• Users will also look to Lovestruck for date ideas and

activities in real-time.

Personas

• Harold is a Libra

– Compatible with Geminis

– Young software developer, rarely has time for dating

–Would love to meet another attractive techie to

explore the local music scene once or twice a month.

Assumptions

• User is somewhat familiar with Susan Miller brand

and astrology

• User is ready to meet someone with dating

potential

• User is already comfortable with using their phone

and apps to help manage components of their life

TimelineQ1 Q2Create content based on existing compatibility profiles between usersCreate, index, structure content based on monthly local calendars - events, concerts, festivals, date ideas

Work with local vendors for deals and discounts that can be offered to couples going on dates

Q3 Q4Allow creation and browsing of profilesAllow messaging and live chat interface for users

Create subscription-based daily/weekly mobile push notifications or email blasts prompting engagement in the app

Metrics

• Traffic: 400K+ unique visitors to site within one month

of launch

• Conversions: 200K+ mobile downloads in the first

three months of launch

• Share of Voice: > 20 percent share of voice in press

within first year of launch against top five competitors

Appendix

Survey Questions1) What is your relationship status - a) Single b) Married c) Married but

looking to date d) N/A - other

2) How interested are you in meeting someone of a compatible astrological

sign? a) Very interested b) Somewhat interested 3) Not interested

3) How often are you in search of good ideas for dates in your local area? a)

Always b) Often c) Sometimes d) Never

4) I would like Susan Miller's help managing my professional life a) Very

interested b) Somewhat interested 3) Not interested

5) I would like Susan Miller's help managing my dating life a) Very

interested b) Somewhat interested 3) Not interested

Survey Questions (cont.)6) I would like Susan Miller's help managing my finances a) Very interested b) Somewhat

interested 3) Not interested

7) I access the Susan Miller Astrology app a) daily b) 4-6 days a week c) 2-4 days a week c)

Weekly d) Several times a month e) Monthly f) Never e) Other

8) I use my smartphone to (check all that apply) a) manage calendar b) access social

networks (FB, Twitter, Foursquare c) discover places to eat/drink d) read the news e)

manage banking/finance f) play games g) listen to music h) none of the above i) other

9) On a scale of 1-5, 1 below the least reliant and 5 being the most reliant, how would you

rate your reliance on Susan Miller’s astrological forecast for your sign

10) I am and active user of the following online dating site(s) (check all that apply) a)

OKCupid b) Match.com c) eHarmony d) HowAboutWe e) Zoosk.com

User Stories

• As a single female/male I would like to meet a single female/male of a compatible

astrological sign so that I may find relationship bliss

• As a busy professional I would like recommendations on when to plan my dates so

that they have the greatest chance of being fun and enjoyable

• As someone ready to go on a date, I would like local recommendations on activities

in real-time so that I don't have to spend too much time planning where to go/what

to do

• As a Virgo who had a negative experience dating another Virgo, I would like to meet

a Scorpio with whom I can have increased compatibility

• As a user on a tight budget, I'd like to know when I should spend money/make

purchases so that I can improve my financial outlook

User Stories (cont.)

• As a Susan Miller fan, I would like daily push notifications that help inform my

decisions for that day so that I can make good choices

• As a user of social media, I would like to share Lovestruck suggestions and

activities on my FB or Twitter so that I can get feedback from my social network

• As a single person with an active dating life, I would like to see statistics on how

frequently others are dating to get insight on how I measure up

• As a foodie, I’d like to see where people are going on dates for good food so that I

can try new places to eat.

• As a astrology enthusiast, I’d like to know when Mercury is in retrograde so that I

can be more cautious about communications with other singles on Lovestruck and

more understanding of miscommunications.

Personas (cont.)• Heather is a divorcee

– She is an Aries

– Exhausted and ready to let Susan Miller and the alignment stars help

her select a suitable companion

• Humberto is a Virgo whose evening plans just got cancelled

– Wants to go to dinner with a girl he met on Lovestruck.

– He has a tight budget so would like to find a deal on a restaurant

nearby