February 2022 Monthly Update
Testing value propositions through landing pages and our patience with Facebook Pixel.
Hi friends, welcome to Chillsy's 4th monthly update!
Note: After research and consideration, we’ve chosen to expand our target market to a wider segment of 21-35 year olds.
Why?
We started Chillsy because we were concerned about student loneliness, and unfulfilling student lifestyles and experiences. However, loneliness doesn’t stop at the end of university. People move away to new cities, into new careers, and new offices. They still require support.
Chillsy exists because we are frustrated at the lack of practical opportunities to make meaningful connections, and subsequent missed events and activities.
In these updates, we'll share what we've been up to, and our progress towards our goal of helping people overcome various barriers including time, opportunities, confidence to do things they enjoy, and feeling less lonely.
This update will cover all our work over February.
Our Focus this month -
Validating through Minimum Testable Product (MTP) experiments
This month, our focus was on designing and executing MTP experiments using landing pages, and ad campaigns to test a number of propositions, assumptions, and hypotheses.
Here’s what we wanted to test:
Would our target audience be willing to attend casual social activities with strangers (through the action of signing up +/paying)?
With what intent would people want to attend these activities (value propositions: doing new things vs. meeting new people vs. making friends, etc.)?
What kinds of activities would people want to attend?
Would people be willing to pay to attend an event with strangers ($5 movie nights)?
How much information would people be willing to provide (how much risk they are willing to incur)?
Approach:
At a high level, we created two landing pages, each presenting a number of made-up activities near users that seemed real:
A ticketed movie night platform where people can attend movie nights at a stranger’s house ($5 ticket price).
A platform where users can find a variety of casual social activities organized by people in their city (bowling, beach day, surfing, board game night).
We also designed a number of Facebook ad campaigns to test intent.
We varied the creative (graphics vs. text on graphics vs. videos) and copy to focus on different value propositions.
Results
People do have a desire to attend activities with strangers, some were willing to RSVP, enter their information, and even pay to attend activities.
For movie nights, there was a stronger intent to meet people.
For activities, there was a stronger intent to get out(doors) and do things.
Non-MVP Progress!
Setting up clear milestones for the coming months.
Reflection on what we’re working on, and why we’re working on what we’re working on.
TikTok future for Charizze…?
Good, Bad and Ugly
Good
Finally launched our landing pages and ad campaigns for testing!
Ads worked well and we were able to identify clear value propositions and were able to in/validate various hypotheses
Bad
Integrating the various analytics with our landing page platform was a pain
Covid in general, significantly worsening from ~700 to 2000 in the same week may have had some impact on our data 😔
Ugly
Due to Unbounce’s setup, we had to make 60+ forms for each possible activity
We weren’t able to see the drop-off in our multi-step RSVP form due to unknown reasons. Meaning we have no idea how many people filled out the Movie RSVP form and dropped off after entering the details when they saw the hypothetical checkout price
Our Focus For Next Month
Planning and moving forward with plans to conduct product discovery
Setting up some more long term passive ways to gather early product validation and build out our channels
Revisiting our pitch deck to get feedback & clarify our thinking for CHQ’s upcoming Pitch Night
Kudos
Jonty - for supporting us in our darkest times (trying to set up a Facebook Pixel with Unbounce)
Madeleine - For giving us some awesome advice around how to work better as a remote team. BTW structure and allocating time for fun are super important and okay to do!
Asks
If you or anyone you know is looking to do their design/marketing co-op this intake, we’ve listed through AUT and are accepting applications! Please email chillsyapp@gmail.com if you’re interested 😊