CHIVAS REJUVENATION PROPOSAL Prepared by Progressionâ€¨ 2017
OCCASIONAL DRINK TO MARK SUCCESS – WITH OLD-FASHIONED CELEBRATORY DESIGN
REJUVENATE Make brand equity more understandable for a young audience.
ENTREPRENEURSHIP To support the equity on entrepreneurship territory – deliver «The power of collaboration» & «Togetherness».
OUR TARGET – «SUCCESS WANNABE»
% Income per month 20
<8000 R <4000 R 14000 – 20000 R 20000 – 30000 R 30000 – 4000 R 40000 – 100000 R 100000 – 250000 250000 + 500000 + R
In o no t t v n at a or w r ,f o ul n lo a m fi s de s e as n i s u B
Moscow 2015 (Rosstat)
16% Moskovites – 1.920.000 earn >100’000 rub/month
OUR APPROACH – THOSE WHO WANT TO ACHIEVE SUCCESS TO PROVIDE 5.000.000 REACH – WE HAVE TO EXPAND TA AND SPEAK TO:
ACHIEVERS Who have not come to the success yet, but want to achieve it very much.
SELF-DEVELOPERS Who study on business courses, visit co-working, study online, read business press and media for successful people, watch inspirational performances – perhaps even TA of «Business youth» or participants of NL International.
BELIEVERS Who Believe that they can achieve anything.
OUR BRAND CHAMPION – DREAMS OF STARTING UP A BUSINESS
SUCCESS AS MOTIVATION Wants to look, feel and be respectable, as a modern guy doesn’t follow most common rules.
GENERATES IDEAS He networks much to spot trends, shares vision with others, shops for ideas at online forums & communities.
LACKS PRACTICE Which is why he’s into trainings, business literature and magazines, occasionally attends online courses.
ca sin es s bu Su
OUR TARGET’S MOTIVES – THREEFOLD & INSPIRATIONAL
OUR STRATEGY – BECOME POE TO SUCCESS FOR WANNABES’ ENTREPRENEURSHIP TERRITORY BUSINESS IDEA
Discover people who want to become successful via ideas.
Lend them a hand to run business through consultancy and service.
Provide them with a true attribute of success to Celebrate Success.
BRAND ROLE – SUCCESS FACILITATOR Being a gatherer, consultant, supporter & host – ALL along the way to Success Celebration.
COMMUNICATION DIRECTION – DISRUPTING THE WAY TO SUCCESS Chivas finds daily behaviors, routine and human desires to turn them into Success Stories through news, curation, inspiring content and expert advisory.
We all live in a Global lack-of-time environment, fateful decisions are being made on-the-go, sometimes even during an elevator ride. A term «Elevator Pitch» has been well known for a while in business language a short pitch, capable of bringing you to the very summit or leaving you at the bottom. And it has nothing to do with the actual elevator movement direction. Imagine meeting a potential investor in one of the OKO tower elevators. You dreamed of it, it is the last chance for your startup, nerves to the limit, only 30 seconds to go, it's now or never!
Chivas elevator pitch challenge.
We are bringing a classic elevator pitch into digital reality show to give a chance for any entrepreneur team to succeed and celebrate victory with Chivas.
THE PROJECT IS DIVIDED INTO 3 STAGES:
STAGE 1 First, create a website, where participants will be able to share their business ideas in a form of an elevator pitch test (a ~30 sec video). The best ones move on to the next stage.
STAGE 2 Our business-consultants will help entrepreneur teams get their ideas ready â€¨ for the final pitch, improve their speech strategy and tune details.
STAGE 3 Teams will literally take a ride to the summit of OKO tower in Moscow City, 345 meters above the ground, where businessangels, project funding and victory celebration with Chivas will wait for the winners.
OSKAR HARTMANN Rybakov Fund council chief Car price funder
BORIS ZHILIN Armor Capital Management. Invest more then into 130 Russian start-ups
ANDREY GOLOVIN Veteran-angel, started investing in early 1990s.
ALEXANDER RUMYATSEV The most active businessangel of 2016, invested into ~15 startups.
SERGEY SOLONIN Qiwi co-founder, invests into tech projects mostly.
FILTER TO FIND RELEVANT START-UP TERRITORIES IS THREEFOLD i.e.: finance, marketplace, robotics, data-driven, etc. Launch Speed Products that can be launched quickly and perfectly have MVP/ Prototype AND have relevant equity/ territory.
i.e.: apps, bots, offline, entertainment, UGC, etc.
Investment Amount finance, marketplace, robotics, data-driven, etc.
i.e.: open-source, SaaS model, B2C, wearable tech, etc.
Spectacular Impact Viewability, interactivity, clarity and accessibility important to be engaged and impressed.
POSSIBLE TERRITORIES â€“ DIRECTIONS & EXAMPLES Relevant Territory Finance, Productivity, Loans&Payments, eCom Data-driven, Machine Vision Entertainment Applied Technology, AI, SmartHome, IoT Communication, Media Travel, Delivery & Shipping
Format Service, Marketplace, App UGC, SaaS, Bot App, Service, Bot Wearable, Robotics, Service App, Service, Platform App, Service, Platform Irrelevant
Health, Medicine, Sport
Service, Marketplace, App
UGC, SaaS, Bot
STAGE 1 Digital elevator
STAGE 2 Final reparation
STAGE 3 Elevator pitch
STAGE 4 Chivas venture
STAGE 1 ````
STAGE 1 WEBSITE We create the digital elevator — landing page, where users can register their team* and take part in the project. How it works:
• • • • •
Register at the website; Record a short video (30 sec) of You presenting an idea for a startup; Upload it; Nice! Now wait for a results to get into 2nd stage.
*There is no limit for the maximum number of team members, but only 2-4 can participate in the elevator pitch event.
STAGE 1 WEBSITE
We stylize our website to look like a elevator via parallax design, but instead of scrolling down, pages scroll up.
STAGE 2 Final preparation
STAGE 2 STRUCTURE After the selection process we have 10 teams and their ambitious ideas. Now we need to make those ideas become real projects. Online
EDUCATION Week 1–4
FINAL PREPARATION Week 5
STAGE 2 EDUCATION. WEEK 1â€“4
STAGE 2 BUSINESS COURSES Education part divides into 4 parts. â€¨ Each part is a business is a course theme.
1 week IDEA Marketing research Business process modeling Business plan drafting
2 week PRODUCT Design-thinking Product design Naming
3 week PRESENTATION Pitching Presentation skils Drawing up a business plan
4week BRAND-BUILDING Marketing tools Legals Metrics & Analytics
STAGE 2 BUSINESS COURSES During the education part, our business coaches make lecture videos and we post them on our website. In the end of the each video course, coaches give an unusual business task for teams.To complete a task, teams has to record how they perform it on a camera. In the end of the each week we make a report video where coaches judge teams and pick one team who will be eliminated from the project.
STAGE 2 UGC We offer our website visitors to be more involved in the project. How it works: • Video business lectures; • Articles from business coaches; • Infographics;
Task, but aren't they only for participants? • Get educated via content from business coaches; • Get the task from a video; • Perform it and shot on the camera; • Share video in your SM with #CHIVASELEVETORPITCH; • Well done! • Take part in prize drawing.
STAGE 2 FINAL PREPARATION. WEEK 5
STAGE 2 FINAL PREPARATION Its time to check what our teams have learned. We bring 6 left teams to Moscow to prepare them for the elevator pitch.
TEAM CASE VIDEO
EVENT TEASER THE UNDERDOG
During this part of the 2nd stage, we open team profiles on the web site.
STAGE 2 THE LAST TASK 6 remaining teams have their last task to perform. They need to present their idea in stress situations or a place (subway, polluted street, etc.) â€¨ But this time business coaches choose 3 teams to eliminate.* And here were our viewers come into the game. They can save 1 team â€¨ by voting for it on the website.
*We also post weekly report video of the last task on our website.
STAGE 2 TICKET DRAWING To be a successful businessman, You have to know how to invest your resources. Website visitors can win tickets to Chivas venture, by choosing 1 favorite team and vote for it in a team profile. We draw tickets among all participants who correctly chose a team that will take part in the elevator pitch event.
STAGE 2 TEAM CASE VIDEO It’s not enough to have a good idea, You have to know how to sell it. We help teams to create a quality and selling intro videos. What it will be: Our business coaches with a help of professional producers shot a case videos for each of the teams. We post those videos in teams profiles on the website.
THE UNDERDOGS We send email inventions to all participants who had register on the 1st stage and offer them to take part in the project again and make another business idea video. After selection we choose 1 team to be our «underdogs» and they will take part in the elevator pitch.
«Life is never more fun than when you are the underdog competing against the giants» Ross Perot
LANDING PAGE DEVELOPMENT 1 stage DIGITAl ELEVATOR
2 stage BUSINESS INCUBATOR
STAGE 3 THE ELEVATOR PITCH
STAGE 3 THE ELEVATOR PITCH Our project is ready to close, but for our participants everything just has began. 5 teams* is going to use everything they taught during the project and present their ideas to business angels in an elevator pitch. The main event takes place in «Moscow-City business center» in «OKO» tower. We film everything that happen there post the video on the website. *
• • •
3 teams finalists 1 team that was saved from elimination 1 underdog team
STAGE 3 THE ELEVATOR PITCH The elevator pitch indicative scenario 1. Teams one by one entering elevator and present their idea on a camera in it. 2. Business-angels are waiting at the last floor of the tower, watching the elevator stream. They discuss the ideas and decide whether the idea is worth buying. 3. When the team reaches their destination, they get comments on their idea from our business-angels. Those who are good enough to get the funding, celebrate victory with Chivas.
CHEERS WITH CHIVAS
Published on Mar 12, 2018