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ESPN World New Product Development Project

One of the group projects for the New Product Development elective at USC Marshall School of Business was to create a new product for Disney. The plan would need to contain a strong pitch for why this was the right product and whether it was a feasible idea. At the end of the semester, two guest judges from Disney would choose a winning project from the top 3 projects chosen by the class.

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Given the popularity of virtual and mixed reality at the time, our team decided to go forward with a mixed VR experience for sports fans so that they could get the stadium feel at home. They would siply wear VR glasses and be in the stadium virtually with their friends. They would be able to talk to their friends during the game as well as follow the players on the ground.

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To recognize the right price point and the customer pain points, I conducted a survey, analyzed the results using conjoint analysis, and calculated the customer lifetime value, predicted retention rate (using bass model), and breakeven point. I also designed the presentation.

Target Personas

The entire class

Elective Professor

Man with Checkered Shirt

The Guest Judges

The Work

Understanding product-market fit
  • Sent out surveys and conducted 1:1 sports fan interviews to understand the need for a product such as this

  • Received a strong approval rate from surveys and interviews that such a product would be a game changer

Analysing the data
  • Used bass model and conjoint analysis to predict the retention rate, subscriber growth, and appropriate subscription price

  • Used this data to calculate the breakeven cost and number of subscribers and the customer lifetime value 

The Impact

Ranked second in the class

  • After passing the class' assessment as a top 3 worthy project, our team was also ranked second by the Disney guest judges

  • The professor mentioned that in his opinion, we ranked first!

Skills Employed

Image by Maxim Hopman

ESPN World New Product Development Project

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