The Joy of Giving

Executive Summary

Grazie is a mobile app facilitating the exchange of favours or IOUs between friends, on a very basic level, the app works as a reminder system, so you can remember that drink that you promised your friend, or exchange walking your neighbour’s dog for him to water your garden while you are away. On a wider, more ambitious level, we envisage the app working as a form of an online activism - a site feeding into local feelings of community (the so called ‘big society’) and altruism, with strangers offering to help each other out. The open-ended nature of Grazie means these favours can be wide-ranging.

Competitive Environment

Grazie’s main competition is ‘WederBank’ (http://www.wederbank.com/). It is an app that allows you to record favours you owe or are owed. You can have chats in the app to organise the favour and the payment, if any. It is a free app.

WederBank’s model is very similar to Grazie, but you have to use an Apple product to use it, and must log in through Facebook. This provides us with how we can differ from it on an initial level – we could support logging in through e-mail, which is not currently supported by WederBank, and we could also create access for Android users as well as iOS.

It seems there is no way on WederBank to advertise your services or ask for a favour to be done for you by someone who you are not already connected with. It is less easy to connect with people you don’t know - you connect with your Facebook friends currently, although e-mail, Twitter and LinkedIn are being supported soon.

Competitive Environment Continued

http://www.minutefavors.com/ is a website that provides a service for people to advertise favours they need to be done for them. Uses a points system to encourage people to work quickly on favours, and to post more. Lots of people posting on it. Not on mobile

http://tradeafavor.com/ is a Facebook app showing favour requests, as well as people who can provide a service as a favour to someone else. Has location based trading. Not on mobile (although apparently a mobile app is being worked on). Also, not currently up and running due to changing over from being hosted on Facebook to being website-based.

In app purchases on CPA or tenancy. Strategic partners must provide Grazie users with a tool to ‘thank’ favours

Revenue Model

Mobile Display Advertising

Strategic Partner Advertising

38%+ of daily media interactions

are on mobile devices 15% of all

digital ad spend is on mobile - a

rise from 7% in 2012

£628 million spent

on mobile advertising in the 1st half of

20134% click

through rate on in app

adverts from ‘low quality’

users

Firstly... Then As User

Levels Grow...

Grazie is

ProfitableGrazie Launches

The Size of our Potential Audience is Defined by Mobile Adoption

POTENTIAL AUDIENCE – 12.9m

Owns a smartphone, uses internet/apps on phone,medium – heavy user of internet on their phone

Total UK population (aged 15-75)

46.3m

Source: CCS Consumer Survey 2013, eMarketer

WHO ARE THEY?

• Average age - 32 years• Slight male bias (55%)• Single or living with partner• Degree educated• Above average household income of £40,838

A GROWING AUDIENCE

•Smartphone penetration continues to grow – it is predicted that 75% of UK mobile users will own a smartphone by 2016.•The increasing availability of 3G, wifi and now 4G is likely to drive the use of mobile internet further.

Understanding our Core Audience

ATTITUDES, BEHAVIOUR AND INFLUENCES

• Positive, energetic, confident

• They are very ambitious and therefore not afraid of taking risks or trying new things

• Their friends are important to them – they are very social and like to lead among their friends. However, they like to fit in too and can worry about other peoples’ opinions

PASSIONS AND INTERESTS

•They have very active lifestyles so can find it a challenge to balance work, family and friends. They try to fit as much into their day as possible and struggle to have enough free time!

•They love being on top of new trends, whether this is style or technology.

•They are quite extroverted so they like starting up conversations, but also are socially-responsible and enjoy helping others

•Their phone is at the centre of their social lifeLIFESTYLE - REGULAR ACTIVITIES

Go clubbing (27%, 383i)

Going to the cinema (57%, 182i)

Shopping (57%, 182i)

Eating out (57%, 142i)

CORE AUDIENCE ● 3.65 million● Average age - 25 years

Tapping into the Audience’s Propensity to Share to Build Brand Advocacy

They are a decision maker and like to post reviews or give advice online

INFLUENCERBRAND/PRODUCT RECEPTIVITY

They are open to trying new brands and overindex across innovator, early adopter and early majority technology adoption

categories

Their mobile fulfils a variety of roles - from using it to always being connected

to keeping them up to date

Socially active - they overindex for membership across many networks, which they access frequently. 22% tweet at least

daily

They are highly responsive when it comes to mobile advertising and if they

see something interesting, are likely to pass it on to their friends

They have downloaded on average 28 apps on the phones, with a preference

for lifestyle or technology content

36% are actively involved in local community issues (217i)

59% agree with the statement “people come to me for advice before buying

things” (254i)

Grazie Marketing and Sales Strategy

PromotionGrazie is an innocent, giving product that can be marketed easily through many methods and medias - these are explained further in the extended marketing mix slide

PlaceGrazie is part of the ‘always on’ digital world we live in whereby a user can use Grazie at any time they are near a mobile device connected to the internet

ProductGrazie offers customers both a tangible experience; physical exchange of goods and an intangible experience; giving to reward good deeds

PriceThe app will be free to download on all smartphones

Grazie Extended Marketing Mix

Why is Grazie a Good Investment?

• There is a gap in the market for a non-monetary payment system

• Offers a fun, socially-led platform

• It fits in the current trend of online giving and social movements

• The idea is appealing to recession-hit customers

• It is a simple idea, easy to use app, especially on the go