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Problem
Activity providers are disconnected from
potential customers
Pottery studios, surfing schools, and other providers don't have access to a scaled platform to automate tough tasks, seamlessly manage their business, and merchandise their activities to parents.
Parents are stuck with searching Google and social media platforms to find and register for activities which can be time-consuming and challenging to navigate. Additionally, trust is a critical factor for parents when finding activities for their children. Parents want to ensure their child not only has fun but is also in a safe environment.
Solution
Connecting activity providers with their audience
Field Day is a single platform that allows parents to explore activities for children of all ages and interests. They can compare activities and check ratings to see what other parents are raving about and read their reviews. Finally, they can easily book activities for their children and safely store their information all within Field Day's platform to streamline sign-ups.
Value proposition
Product
A two-sided platform
Serving activity providers & activity seekers
For activity providers
We’ve built a platform similar to mindbodyonline that provides a full technology platform for small business activity providers, like camps, art studios, pottery studios, etc., who are slow to adopt technology.
Features
Automate booking
Streamline scheduling and class inventory
Quick payment processing
Two package options
- Plug-in to our entire IT hardware and software solution
- Simply list activities on Field Day using our software
Hardware
- iPad: Field Day provides iPads to its activity providers to automate their operational processes & customer engagement
- Payments: Paperless solution for contactless purchases in-store powered by Stripe
Software
- SEO-friendly Wordpress plug-in
- iPad business app: manage bookings and scheduling
- QR code: deep linking to activity booking streamlines in-store purchase
For activity seekers
Similar to OpenTable or Classpass, we’ve built a discovery marketplace for activity seekers.
Find what’s happening in your area, relevant to your interest all in one place
Quickly book and manage scheduling for experiences
Traction
We're building networks for both sides of our business
$400k+ in facilitated transactions
to date in our launch city of Raleigh
Customers
Beachhead market:
Parents
The beachhead market is parents with young children. Although Field Day will eventually service all segments, we aim to own this vertical as a starting point.
Why?
25% of the US population is children under 13 (we need kids to reach herd immunity, so it buys us some more time)
Pent up demand post-COVID for getting kids back out in the world
—
$53 Billion Annual Market
Virtually none of which is automated
through a marketplace
Business model
Transaction-based
revenue model
Similar to credit cards or Stripe, Field Day generates revenue by taking a small percentage fee on all transactions that happen through its platform. Therefore, we are incentivized to encourage more activity partners to join as well as parents to find and book activities for their children through the platform.
Additional revenue streams are coming through event ticketing for one-time events that families attend and can find through Field Day as well.
Field Day is the only platform that provides both class booking and event ticketing through the same platform.
Market
Strategic case studies
Mindbody | OpenTable
Mindbody and OpenTable are examples of the value that can be created through automating manual business models.
Field Day strives to do the same for the $53B marketplace for children's activities.
Mindbody
- Launched
2001 - Goal
Become the one-stop-shop for wellness services. - Value Prop
Small business owners deserve the time to do what they love. - Winning strategy
A robust payment, inventory, marketing, analytics, and staff management tool that was essential to one vertical: wellness services - Revenue model
Dynamic pricing subscription fees based on studio size. Costs between $129 and $349 per month.
OpenTable
- Launched
1998 - Goal
Make it easy to book a restaurant reservation. - Value Prop
Fill more seats in your restaurant. - Winning strategy
Comprehensive reservation management (ERB) with integrated hardware and software for reservations, table management, and email marketing. - Revenue model
Dynamic pricing subscription fees based on seats in restaurant. Avg $244 a month.
Competition
Uniquely designed to serve activity providers & seekers
Vision and strategy
What's next?
—
1. Improve inventory of activities and business apps
- Sales team focused on helping partners add activities
- UX design team needs to improve partner app UX
Expand IT client features
Need
2 sales people
1 product designer
3 engineers
—
2. Improve parent user experience
-
Make critical improvements from user research - Improve calendar functionality
- Improve notification and email growth campaigns
- Improve referral incentives
- Need
- Product designer
- Engineers
- Growth marketer
- Roadmap
- Machine learning to connect parents with activities based on their interests
Use of funds
Execute on immediate next steps as outlined
Expand management team
Launch additional cities
Expand marketing capabilities and budget
Funding
$475k raised to date
As of September 2022, Field Day has successfully raised over $475,000 with accredited angel investors!
Founders
Amit Pradhan
Founder, CTO
Fidelity Investments, BU
• Senior Product Manager since 2008 at Fidelity Investments
• Patent holder
• 18 yrs of Enterprise Software Development
Summary
Field Day is positioned for explosive growth
We've built a framework and foundation that positions us to scale rapidly. Help us get to the next level by investing today.
