D OWNTOWN E NTERTAINMENT D OWN T OWN E NTERTAINMENT. COM April 23, 2014

B ACKGROUND There was a need for an online space for young professionals to connect with each other. A place to share experiences and recommendations as well as what’s up and coming in Toronto. The best restaurants, bars, events, festivals and everything in between. This could be the place to go for endless sources of entertainment and information about what’s trending in Toronto. April 23, 2014

P ROBLEM D EFINITION The problem was that young professionals in Toronto did not have a credible source of information that was relevant to them. The information targeting them was scattered, making it difficult to access. There was a disconnect between social platforms and the people who used them. April 23, 2014

O BJECTIVES The objectives for the marketing research were to determine if there was a real need and desire for an online based community. Who wanted this website running? What interests young professionals? What drives their online activity? Would this online space be inspiring enough to attract advertisers? April 23, 2014

M ETHODOLOGY Our qualitative research design was exploratory. We used an online survey to determine if this website will be adopted by young professionals and used regularly. It is a quick online survey designed to be easily completed, containing no more than 15 questions. Link to online survey: research/?TEST_DATA=&_cb=yl3sweGKFW April 23, 2014

S AMPLE We are speaking to young, wealthy, confident, and social twenty something’s. People who are tech-savvy and connected. By having the survey available online, our reach has expanded. We sampled individuals, of both equal male and female users. Using this methodology the results will be representative of the demographic that we are targeting. April 23, 2014

C OMPETITORS Facebook.com BlogTO.com Toronto.com Notable.com April 23, 2014

A GE F ILTER April 23, 2014 Q1. How old are you? n=1000 We posed this age question as a filter since we wanted to speak young, confident, and social twenty something’s.

G ENDER We want the website to be gender neutral so we asked this question to make sure that we were talking to an equal proportion of each. April 23, 2014 Q2. Please indicate your gender? n=800

S OCIAL M EDIA U SAGE We want to speak to tech savvy and connected young people and we want to understand what drives their online activity. Q3. Do you use social media regularly? n = 800 April 23, 2014

M OST V ISITED W EBSITE With this question we wanted to determine which of our competitors websites users were spending the most time visiting. Q4.With 1 being the most important and 4 being the least Important, how often do you visit the following websites? n=800 April 23, 2014

W HERE O NE G OES O UT We posed this question to determine which activities would deserve more attention on the website. Q5. On a scale from 1-7, where 1 is not enjoyable and 7 is very enjoyable, please check the box to indicate how you feel about the following outings? N= 800 April 23, 2014

H OW O FTEN O NE G OES O UT We want to know how often they are going out and how social they are. Q6. In a typical week, how often do you go to restaurants or bars? n=800 April 23, 2014

W HERE O NE G OES T O F IND T HINGS O UT With this question we wanted to find out where they are getting the information about their social activities. Q7. Which of the following resources have you used to get information for restaurants, concerts, bars or events? n=800 April 23, 2014

S MARTPHONE C HOICE We wanted to make sure that the people we were speaking to had smartphone technology and capabilities. Q8. Are you using a smartphone as your mobile Device? n = 800

S MARTPHONE C HOICE We want to find out which phone they are using to make sure that we align our mobile website with the most used operating system. Q9. Which of the following smartphones are you Currently using? n = 700

M OST D ESIRABLE APP Q UALITY We want to know what qualities are most valued by our young professional targeted audience. Q10. Using a scale of 1 being very desirable and 5 being least desirable, please rate the following mobile app qualities based on their desirability to you? n = 700 April 23, 2014

H IGHEST L EVEL O F E DUCATION We want to be sure that we are targeting educated young professional. Q11. What is your highest level of education? n=800 April 23, 2014

E MPLOYMENT S TATUS We want to be sure that we are talking to gainfully employed young professional. Q12. Which of the following best describes your employment status? n=800 April 23, 2014

O NE ’ S I NCOME We want to know that our targeted users have money to spend on social activities regularly. Q13. Which of the following figures best represents your household income? n=800 April 23, 2014

S OCIAL W EBSITE N EEDS We included this open-ended question to allow our target audience the opportunity to tell ask exactly what they want it on a social website. Q14. What would you like to see included on a social website to make your experience more enjoyable? n=800 April 23, 2014

C ONCLUSION Our research speaks for itself. There is a need for Downtown Entertainment. The graphs shown above are in comparison to what we mentioned in our background, problem definition, sample, and objectives. Each graph and question goes to show that people will use a site like this and would love it. April 23, 2014

R ECOMMENDATIONS We do have some competition with Facebook, Notable, and BlogTO, however we will take the responses from question 10 to improve our website to what the consumer wants and needs. We will now open the floor for any questions or concerns. THANK YOU! April 23, 2014