Clubhouse Case Study (archived)

Product Overview

Value Proposition

  • Build a social experience that felt more human
  • For speakers(masterminds/professionals/entertainer)
    • A new content marketing channel to interact/build/maintain fan base so that their potential revenue model for their domain knowledge
    • Ultra accessibility. A channel that is lightweight, frictionless to participate
    • Additional revenue source for speakers from external sponsorship
  • For audience (learners/newbies)
    • A channel that is easy for them to get guidance and solve problems efficiently
    • Ultra accessibility. A channel that is lightweight, frictionless to participate

Product Goals

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Business goals and customer goals

  • Business goals:
    • Become a leader in social media platform
    • Democratize FM radio
  • Customer goals:
    • Learn new knowledge, meet like-minded people, express ideas without being recorded, censored, or judged
    • No barriers in realtime sharing and receiving information
  • North star: People feel better after using the app. It could be meeting new friends, learning new knowledge, or just entertaining - Use DAU, rooms opened daily to measure

User Personas

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Can potentially divide into users (using the product) and customers (paying for the product)

  • FOMOers
  • Entrepreneurs
  • Travelers
  • Professors
  • Language learners
  • Influencers
  • Masterminds/Professionals, who have contents to share (domain knowledge/entertainment performance).
  • Students/Learners/Newbies, who has questions need to be answered
  • People who have time to kill and need entertainment

Use Cases

  • As a FOMO individual, I want to stay up with the current trend and don't miss out fun
  • As a Entrepreneur, I want to ask questions and seek advices for my business, because it's easy to find experts in the space and get free advice
  • As a traveler, I want to know what's the places and food local residents recommend
  • As a professor, I want to encourage students to drop in and answer their doubt during my office hour
  • As a language learner, I want to practice with people who are fluent with the language
  • As a influencer, I want to grow my followers in a new and popular social media platform

Features

  • Only 2 invites per user
  • Users need to use real names. This ensures authentic information(??) flowing and encourage people to share and learn
  • Moderators to guide the conversation (need a rating system for moderator)
  • Leave quietly: Leaving out the room without being noticed!!!
  • Raise Hand: A signal to be invited to the stage
  • Mic tapping? - "Applaud" expression in CH
  • Easy onboarding: Conversations are grouped by Interests and easy to explore for new users
  • Enable multitasking - people can still use their phone, do their thing while in a CH room listening
  • Explore - by topic
  • Live event feed and forecast
  • Calendars and event participant scheduling

Metrics

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What metrics can be used for measuring success?

DAU/MAU

Rooms opened per day

New users per day

Average session time per user per room

Average times hand raised per user per room

number of follows per user

Evaluation

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How well this product is satisfying its goals

Doing well

  • Low effort to consume. Customers can still do their tasks while tuning into the CH rooms.
  • Comparing with Podcast, low entry barrier to create content through opening a room and start talking

Not so Well

  • Server limitation
  • Connecting users - no QR code, no social media integration
  • Sharablity - no sharing link to rooms/people/club

Business Perspective

Industry and Competition

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What are the competitors? How is the industry evolving in general?

  • How ClubHouse will evolve post-covid?
  • Podcast
  • Music apps
  • Live streaming products
  • Youtube/Facebook Live
  • LinkedIn

Monetization

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How does the company monetize the product? (Selling ads? Charge through consumers/enterprise?)

  • Businesses can open Live Customer Service in ClubHouse. ClubHouse can offer 24*7 smart customer service representative Voice service with bots
  • Ads with targeting
  • Premium sub for pro host to host paid session, and take a cut per ticket sold
  • Charge for in app event advertising (advertise for a scheduled events to CH users)
  • Processing fee from audience to host donation
  • Charge for prioritizing hand-rise (User with prioritized hand-rise has to be called before the rest for the speaker to share the profit)

Promotion

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What's their marketing strategy?

  • Viral Growth strategy(Free): User invite, word of mouth, social media, influencers, celebrity endorsement/adoption