# Product Plan FY2 S1 V1

# Santana Sales Pitch

Shopping journey can be fun, especially when you have an access to the relevant information. In fact, this is how a small fraction of lucky shoppers have been shopping already. Stores like Saks Fifth Avenue provide personal shoppers to customers. Customers get to enjoy shopping that is not only productive but also fun thanks to the company of experts who can provide insights on information such as what is trending, what a brand is famous for, and what makes one product better than another in a product category. We bring this experience to all the other shoppers with Santana. 

Santana is a Shopper’s Guide that is curated (like Consumer Reports), tailored (like Amazon), and interactive (like ChatGPT). 

# Santana Demo

This is how Santana works. 

**Feed**

![Feed.png](Product%20Plan%20FY2%20S1%20V1/Feed.png)

**Report**

![Item.png](Product%20Plan%20FY2%20S1%20V1/Item.png)

**Interaction**

![Interaction.png](Product%20Plan%20FY2%20S1%20V1/Interaction.png)

Feed: Member opens Santana habitually in the morning to discover interesting products, deals, and tips. Santana’s front page is a discovery feed where member can swiftly check interesting reports. 

Report: By reading a report, member can swiftly gain understanding of a specific product, a specific brand, or an entire product category. In this example, member is checking a report on a product category. Sites like Amazon and YouTube do not provide concise summary reports like Santana reports. And sites like Consumer Reports and New York Times do not provide tailored reports. At consumer command, Santana will generate any arbitrary reports, such as “Best Fitness Watches for Hiking with solar charging capability and satellite messaging support.”

Interaction: Member can chat with Santana about any parts of the report. In the demo, member asks Santana about water resistance rating of the second recommended watch and whether member can swim with it at a particular lake. Santana is able to answer the fairly complex question using what Santana understands about the member and the product, as well as additional searches on the web as necessary. 

### Promise

With Santana, we have an opportunity to give the fun and the productivity of shopping journey that is curated, tailored, and interactive, not just to all people, but, more importantly, to each person. 

# Santana Versus Substitues

A consumer who is choosing where to visit for product discovery may make decision based on the following criteria. 

| Santana
(AI Magazine) | Amazon
(Online Store) | YouTube
(Social Media) | Consumer Reports
(Classic Magazine) |
| --- | --- | --- | --- |
| Discover products |  |  |  |
| Filtered | Unfiltered | Unfiltered | Filtered  |
| Tailored | Tailored | Tailored | Generic |
| Finds Best Prices | Has Great Prices | No guarantee | Finds Best Prices |
| Shows Best Products | Shows whoever pays | Shows whoever pays | Shows Best Products |
|  |  |  |  |
| Assess products |  |  |  |
| Concise | Messy | Verbose | Concise |
| Detailed | Messy | Detailed | High Level |
| Ask Interactive AI | No | No | No |
|  |  |  |  |
| Customer Experience |  |  |  |
| Anytime anywhere | Anytime anywhere | Anytime anywhere | Once a month |
| Makes money from 
transparent 
$10 monthly fee | Makes money from 
making you buy
products of advertisers | Makes money from 
making you buy
products of advertisers | Makes money from 
transparent 
$10 monthly fee |

Following products are related to product discovery, but we omit them in the above comparison table, because we do not consider them to be superior to listed substitutes (substitutes in the listed comparison table) within the specific domain of “product discovery”: 

- Web Search (e.g. Google Search)
    
    Consumers use Web Search to reach listed substitutes, but rarely use web search alone to reach purchase decisions. This includes the Shopping tab within Google Search. 
    
- Social Media (e.g. Facebook, Instagram, Pinterest)
    
    Consumers may become aware of new products on social media via ads or posts, but usually follow up with more extensive research on listed substitutes before reaching purchase decisions. 
    
- Short Form Videos (e.g. TikTok)
    
    Consumers may discover interesting products on short form videos (e.g. TikTok). Santana is so different from TikTok that we do not anticipate anyone will need detailed comparison between Santana and TikTok. Santana is sufficiently differentiated from TikTok.  
    
- Offline Shopping (e.g. Valley Fair, Costco)
    
    Consumers may drive to malls or stores to discover products. Offline Shopping is too different from Santana for fair comparison. Shopping offline in person can be a great way to discover new products and study details of specific products, but it is too inconvenient to become a shopper’s preferred way of discovering products everyday. 
    

# Mechanism (Technology and Finance)

To deliver the promised utility, Santana must perform following 3 actions for each member: generate report, deliver report, and discuss report. Here, we explain the technology we must develop and the costs we must pay to power each action. 

- On notation
    
    [OPEX] is operating expense and usually fixed cost. [COS] is cost of sales and usually variable cost. COS usually lowers profitability, but makes business more defensible. We mark a cost as COS if there is a strong correlation between the increase of cost and the increase of total product usage (number of members * usage per member). 
    
1. Generate Report
    1. Web Scraping [OPEX]
    2. Content Processing [COS]
2. Deliver Report
    1. Client Application [OPEX]
    2. Server Capacity [OPEX]
3. Discuss Report
    1. AI Conversations [COS]

Other costs include: marketing [OPEX], customer support [COS], and cybersecurity [OPEX].