Tajoomii
TAJOOMII is a 2-sided market research platform that provides brands with real time, accurate, actionable product insights in an affordable and scalable manner.
TAJOOMII’s platform facilitates a valuable marketing conversation between:
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Brands seeking information and insights crowdsourced from relevant consumers and product users in their target market.
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Community Leaders and their followers on various social networks that are encouraged to participate via incentives and gamification.
Achievements:
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Secured $200K in funding from angel investors.
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Launched a successful MVP with Cambiani (a footwear company)
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Closed deal with Mckinsey Consulting firm
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Covid started - we closed the company and founded Ola Ka Ola
Roles:
Founder and head of Product
The Challenges
Brands today don't have the capabilities, resources and knowledge to manage a market research project effectively and efficiently.
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VoC is crucial for keeping a company up-to-date on customer requirements and industry trends. The market research industry lacks tools that can quickly and effectively conduct market research with the relevant target audience.
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Tools for online surveys do not support the full market research lifecycle
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It is difficult to reach relevant participants (hard to find, low response rate)
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Market research projects are expensive and their lifecycle is long
The Opportunity
“The future of crowdsourcing relies on its ability to integrate the human component (crowds) with advanced technological capabilities…”
Tajoomii’s Novelty – Leveraging upon influencers/community leaders
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Influencers and community leaders have been proven to be effective and cost-efficient for sales and marketing (Forbes, Nielsen)
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TAJOOMII is the first to leverage upon the benefits of influencers/community leaders for market research
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Community leaders serve as market research facilitators
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Monetary incentives for influencers, coupons for participants (brand specific)
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Enhancing distribution via gamification
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Tajoomii’s platform provides both brand and influencers with state-of-the-art technology for real-time campaign monitoring
Who Is It For?
Supply-side: Influencers and community leaders who leverage their followers/community to collect meaningful insights regarding their interest.
Demand-side: Brands that are looking for meaningful insights from the relevant crowd regarding their service/product.
Liza Hommer (Micro Influencer)
The nano and micro influencers (Liza) was prioritized to the MVP, as we find that her needs and pain points align perfectly with our main mission to engage the relevant audience with the relevant content/brand. Micro influencers have less fraud detection needs and you can rely better on their authenticity and loyal followers. They are also familiar with working with brands.
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Margaret Dula (Executive in an SMB Company)
Executives in SMB companies (Margaret) were prioritized to the MVP, as we find their needs to collect meaningful insights that add meaningful value to the company, and to build brand awareness, align perfectly with our missions to provide meaningful insights for the brand by connecting with as many people as we can in the company target audience.
Paul Landman (Community Leader)
The Community leaders (Paul) was prioritized to the MMP, as we find their needs and challenges align with our main mission. They need more training on how to work perfectly with brands as they are not familiar with that kind of work. In order to build trust through their group member, we will add more gamifications options and monetization tools.
Emily Bender (Macro Influencer)
The macro influencers (Emily) was prioritized to the launch of our product. For this stage we need to build a fraud detection mechanism for invalid responses and our to detect anomaly in the data we collect.
Steven Johnson (Executive in a Large Company)
Executives in Big companies (Steven) were prioritized to the launch of our product, as we need to build fraud detection algorythem and to define more complicated BI algorithms.
Customer Journey
User Stories
As an influencer, the engagement with my followers is very important to me. I need to be able to monitor the progress of the project I'm participating in.
As the CMO of the company and the manager account, I need to be able to monitor the progress of the project on the fly.
Functionality:
The platform should provide a real-time monitoring tools that shows the project's results and progress for the influencer and for the brand (different KPI's)
As an executive at the company I'm working for, and as the owner of the project, I need to be able to get the results I'm interested in, in an easy and accessible way.
Functionality:
The platform should provide an easy to use dashboard for the brand, to access at anytime, with an option to filter the data according to criteria he defines.
As a community leader/influencer who works very hard to keep my audience engage, what motivates me the most is the money I earn. I need to get excited and motivated by knowing at any point in time how much money I've earned so far.
Functionality:
The platform should present to the community leader/influencer live data that consists of how much money he's earned until this point in time and how much money he can still potentially earn by putting more efforts and receiving more feedback from his audience.
Risks
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Fake accounts (influencers/community leaders) that can lead to missing the goal of getting the responses we need
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Fake followers/community members that will make the brand investing the budget in community leaders without any ROI
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Unauthentic survey responses that can bias the results of the study
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Mismatch community leader/influencers with the right category of interest
Mitigations
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Background check by monitoring the quality of their comments and likes on their posts (integration with third party that checks the health score of the account)
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Background check by monitoring the number of followers and how many of them are real or fake (integration with third party that checks the health score of the account)
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Adding algorithms that monitor the quality of the response( time of completion, repetition, etc. )
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Adding a questionnaire when you sign up as a community leader/influencer with questions regarding your interest.
The Business Model Canvas
Learn About Tajoomii
MVP Gallery
First Project - MVP - Results
Brand: Cambiami Footwear [https://cambiami.com/]
Core Customer: Females A16 - 55; HHI $75K
Passion Vertical: Fashion - primarily footwear or travel
Community Leader Profile Requirements:
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Fashion Blogger
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Primarily female following
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Travel and outfit recommendations
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Introducer of new brands.
Brand Challenge:
Cambiami would like customer feedback on their product. Specifically the notion of customization and convenience for footwear.
Project Objective:
Cambiami would like to understand how important and relevant the customization of shoes are to their target audience.
KPIs: a minimum of 250 responses
Number of Community Leaders needed for the Project: 4-5
Key Insights Desired:
What range of ages should we target?
Is it important to be able to customize your sandals to your outfit?
Results:
Community leaders: 4 micro - influencers that are all about fashion and lifestyle
The market research: https://tajoomii.com/s/Dq1auq1NS6 (the domain doesn't exist anymore)
Targeted audience: Females, ages 18 – 45
Duration of the project: 1 day
No. of posts/stories: 4 stories on Instagram and 2 posts that lead to the stories
Social media platform: Instagram
Product Roadmap
KPI's
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Reach
No. of participants in one project (survey completions)
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Engagement
Yearly average number of projects per brand
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Conversion
Number of matched between community leaders and brands