Investor PitchDecember 2013

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Content is fractured• 56% of local news via

search engines

DISCOVERING LOCAL NEWSONLINE IS HARD

Until smartphones, user location was unknown

Publishing local content is hard• Poor support for

tagging content as local

• Poor mechanisms to reach local audience

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Uses location to aggregate local stories, listings, classifieds from the web

News items appear as cards on boards e.g. news, jobs

BORDE.RS OVERVIEWiPhone app• Android + iPad (Jan 2014)

Users can post their own stories, which are pushed to nearby users

Emphasizes sharing throughout• Next step is socializing the stories

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THE BORDE.RS APP

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Server side• Scraping (of local content)• Socialization (of local content)• Personalization (AI driven, 2014)

BORDE.RSCOMPONENTS

Clients• iOS• Android in January• Email digests in January• Desktop prototype available (no

release scheduled)

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Seeding• iPhone• Simple

aggregation• Sharing

ROADMAP

Marketable• Android + iPad• Embedded browser• FB login• Email digests• Push notifications

SEO• Desktop version• Spin out apps

e.g. jobs app• Town pages &

publishing to social networks

Better cards• Multiple images• Video• Socialized content• Widgets e.g. “call

me”, “Find me”

Seeding• iPhone• Simple

aggregation• Sharing

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Valuable to single usersBreak dependence on network effects by providing value to a single user through scraped & personalized content, allowing communities to use borde.rs to build super easy, highly local websites.

Valuable to single townCommunity manager directly pitching borde.rs to local communities, and manually creating local content. Aim is to create a single highly engaged town through which we refine messaging, use-cases & demographic..

GO TO MARKET

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Engineering virality• Sharing thru email, FB, Twitter

• Repackage borde.rs with heavy SEO for specific markets e.g. “Jobs borde.rs”, “Alabama borde.rs”

• Cards & bords generate highly SEO-ed web pages that carry links to app

• Broadcast all new manual cards on social networks with # tag <town name>

• Accessible & useful to everyone e.g. desktop, subscribe to email digests

• Relentless experimentation & hacks

GO TO MARKET

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“Local media has become a key channel, not only for local small businesses, but for regional businesses, national franchises and national brands targeting locally … This is clearly seen in our tracking of market shifts in mobile, social, search, promotions, coupons and deals, native ads and sales transformation.”Mark Fratrik, vice president and chief economist, BIA/Kelsey

With newspapers and local Yellow Pages in decay, much of the $132 billion local U.S. ad market is in play.Alex Kantrowitz, Adage

CASE STUDY:US LOCAL ADVERTISING

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• 33% of UK adults use local news daily, 66% weekly

• 28% of people that access local news, have an app for the purpose

• Consumers of local news are more affluent

• Use cases demarcated by age group

• 23% of local media users have ‘contributed’ to local media. 10% have authored content.

Source Nesta in report,“UK Demand for Hyperlocal Media”, April 2013

CASE STUDY:UK LOCAL ADVERTISING

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REVENUE MODELFocused on user acquisition initially, but…

Near term: affiliate marketing ofscraped content• E.g. Ebay pays $30 for reactivated

users & 30¢ per buy from click throughs

• All UK supermarkets offer affiliate programs that we can tie to proximity

• Coupon & Daily deals from Yelp, Groupon etc

Long term: disrupt direct mail marketing• Direct marketing represents 53% of US

ad spend & 8.4% of GDP• Demonstrations of borde.rs prototype

have prompted (unsolicited) offers of ad spend, by firms that want to ‘own’ a locale by sector

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COMPETITORS

Established• Facebook, Email lists• Craigslist, Gumtree• Twitter, Tumblr• Meetup• Foursquare, Yelp,

Factual

Emergent• Circle, StreetPin, Commune, ticl.me• NextDoor, Streetlife?• Yardsale, Quickable, Rumgr, Ribbon• Paper.li, Patch

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FOUNDING TEAM

Jasper WestawayProduct

BenMoseley Engineering

PhilReesDesign

Jasper was founder and CEO at oneDrum, acquired by the Yammer division of Microsoft in 2012. oneDrum enabled MS Office as a real time, collaborative environment. Previously he was on the founding team of Enigmatec (acquired by iWave, then EMC) running product management, then professional services.

Jasper loves mountain biking and researching, making & drinking cocktails.

Ben has been coding since 10, and has worked for NeXT, Apple, IBM, and multiple investment banks. In recent years he has been an important member of the Haskell community. His work has directly influenced a new generation of languages such as Clojure.

Ben is a keen runner and black belt Aikido fighter and teacher.

Phil is a highly accomplished designer, artist and musician. He was a founder member of the art and music collective Fantastic Super Heroes, collaborating with artists such as Banksy. His band, Aspects, supported Public Enemy.

Phil specializes in design for the music & youth markets, and has worked with a number of startups to create beautiful and effective products. Phil is a keen cyclist and photographer.

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FUNDINGGOALS

$350k Q1 2014• 4 engineers + designer• community manager• $3k/month marketing

budget• $49,000 burn / month

Bootstrapped to first release

$650k end 2014

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To create the world’smost popularlocal newspaper

VISION

http://www.borde.rshttps://itunes.apple.com/app/borde.rs/id736749945