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Explore city, meet with Business owner can measure live Founded in March, 2009 by
friends, earn points, unlock foot traffic into their venues bring Dennis Crowley and Naveen
badges for discovering new by Foursquare. Foursquare allows Selvadurai, was considered to be
places, be crowned as a “Mayor” brands to submit “sponsored tips” a “hot start up” with a funding of
and get free drinks bonuses and or things for patrons to do in the $1.35 million now worth around
meals. area. $80 million
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Strengths Weaknesses
Perfect combining friend-finder and social Missing some social media feature, for
city guide elements example photo sharing or comment about
Fun game element make user stick to it friend check-in.
Foursquare’s badges are indicate strong Unknown business model
sense about the behavior of the user Take more time than competitors to pinpoint
Business can see live foot traffic bring by a location and check-in
Foursquare Lack of Social Bookmarking Features, for e.g.
Available in many platform categories of locations
Location specific tips are useful for user who
try to visiting a new area or are interested in
something new nearby.
Location promotion can drive traffic to the
store
Opportunities Threats
More revenue from big retail partner that Vulnerable to consumer shift away from one
need to see foot traffic and also for local social network site to another.
store as a special promotion Tends to have more “spam check-ins” or fake
Perfect for event and concert, application can check-ins.
be user more in this area High competitors environment
Expand feature outside check-in according to New technology may affect business model
user behavior
Revenue from Restaurant review business
model
Foursquare for
Foursquare for
Businesses:
Individuals:
Word-of-
I’m Here, Now What? Are you a
Mouth, Promotions, Building
Mayor?
Loyal Clientele
• Users are with a game-set of • Who's their visitors, how
mind, explorative character and often, what day, where they're
a techno savvy mentality. coming from and where they're
• A culture of competition and going next.
gaming is built around
Foursquare • Foursquare generates about
• Foursquare receives more traffic 44.7% of website traffic
from females, ages of 25-34, with domestically. (63.7%worldwide)
no children, college
educated, who browse the
foursquare site from work
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Questions 4 -7
measure
The first 3 questions
characteristics and
are normalized data
habits of social
regarding
media users, with
age, gender and
intention of
income
indentifying
potential markets.
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35
30
30
25
20 Potential Customers
15
12
10
7 7 7
23.3% 42.9
5 3 3
2 28.6% 25%
0
Between $50.000 - $125.000 Decline to state Greater than $125.000 Less than $50.000
An income group between $50,000-125,000 shows potential market for Foursquare, this group has
highest percentage of having smart phone which is 63.8% but still has a low percentage of brand
awareness which is about 23%.
For an income group less than 50,000, it shows highest brand awareness which is 42.9% we can assume
that Foursquare did a great camping to target this group, for example discounts that gave in some partner
restaurants.
Would you use one application that give you Are you comfortable about sharing your
rewards/prizes for sharing your location opinions or physical location through social media?
recommendations?
yes yes
31%
37%
no no
63% 69%
Research reveals 37% of respondents show interest in using an application that gives rewards/ prizes for
sharing your locations/ recommendations/ opinion. But 69% feels uncomfortable to share their physical
location. For privacy issue we suggest Foursquare to emphasize telling people that they use GPS to show
a list of nearby places and doesn't know where user are, unless user check-in to tell them their location
unlike competitors that use GPS to track user’s phone location
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12
10 9
0
Between $50.000 - Decline to state Greater than Less than $50.000
$125.000 $125.000
In an income group between $50,000-125,000 and greater than $125,000 primary location checked in is
food service and secondary is travel. We suggest Foursquare to partner and run promotion with middle
class and above groups and restaurant, hotel and travel website/companies.
Users in urban areas with a higher level of income and education are
more likely to use it
Perception about Foursquare: new game for users to play with and a
marketing tool for businesses
Many people concern about sharing their location and habits online
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Largest risk:
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