01 — Introduction
Disrapp applications help manage personal ﬁnances, tasks and time. People like
our products because we design convenient interfaces.
Due to our product speciﬁcs we are able to collect valuable data on users’
— ﬁnancial goals and shopping plans;
— tasks and plans in time;
We are going to use this data in the interests of users and advertisers, by offering
goods and services to people who are interested in it.
Our mantra is to help people organize personal resources and solve problems.
02.1 — Disrapp products
App Description Figures
CoinKeeper The most popular ﬁnancial app on the
russian market (by number of active
iOS,Android,Windows Phone 7, web (in
Top 3 of “Finance” category in Russian AppStore and
“A” rating of Russian Startup Index (Moderate-high
Download:s more than 1 000 000
Active users: 80 000
Popular to-do list and weekly planner.
Highly valued by number of authoritative
resources:The Next Web, GigaOm, Cult of
Mac and other.
Hit the top 10 Productivity apps in 56 countries,
including the US, UK and Japan and top 1 in Russia in
Got to the ﬁnal of Web-ready 2012 (“Mobile
Downloads: 230 000
Active users: 10 000
02.2 — Disrapp products
App Description Figures
Cross-platform shopping list app. Popular
among family audience.
Platforms: iOS, Android, web
Reached 1-st position of Food and Drink category in
AppStore and stayed there for a long period.Always
on top 10 in Shopping category in Google Play.
Downloads: 340 000
Active users: 30 000
Relevance Social news reader that helps to save
App selects most relevant messages from
social feeds based on the user’s reading
App is in beta
02.3 — Disrapp products
Our long-term goal is to change ads in applications.We want to make it smart
and useful for the end user.
A huge number of productivity applications keep valuable data about the
lifestyle of the end user. Data is hidden in plans, notes, search requests, likes ets. It
can be used to ﬁnd people interested in speciﬁc goods and services.At the
same time ad will be perceived as a time-saving hint.
Current market potential of this advertisement channel is close to $20 billion
and it will grow.
04 — Short-term market potential
There is a potential $200 mln local market for the personal efﬁciency service
with business model based on generation of leads (primarily for the ﬁnancial
services and CPI-model based apps distribution) in Russia.
We are ready to enter it.We already have:
— popular applications;
— Expertise in creation of productivity apps, use cases and users wants
This model was successfully tried out on the US market by such services as
Mint.com (valuation was $170 mln on the moment of sale) and LearnVest
(valuation is more than $100 mln). Some task managers work on this
opportunity (like Any.DO, 24me).
05 — Trends
We can observe several trends showing that people will be more likely to pay
attention to solutions that help save money and be more efﬁcient:
- Financial crises and instability.
- Increase in the level of information noise. More opportunities to lose focus are
on the way: digital content, games and applications, interactive advertising.
- Awareness of the need to struggle with procrastination. General increase in
awareness of the population in Western countries through access to affordable
06 — The management team
Operations, product management, design
Yandex Management School, Mixoteque.com, 2Nova
JetBrains, 12 years of development experience
SmartPhone Labs,Tele2,Yota, i-Free, Embria
07 — Competition
Our key difference is the ease of use.
Zen Money — PFM, small number of active users.Try to experiment with the generation of leads.
EasyFinance — PFM, have close relations with some banks. Inconvenient user experience.
Services like LearnVest and Mint.com, which are popular in US, won’t be able to enter Russian or European
markets soon, as their model is based on the integration with U.S. and Canada banks.
Any.do — a to-do list and a calendar. Is sponsored by a number of funds, but hasn’t shown monetization
model so far. Some fragmentary evidence show that they are going to sell leads.
24me — to-do list that allows you to initiate bills and discover new contractors for personal tasks in the
U.S. Small number of active users due to bad design.
OmniFocus,Things — personal task management, apply a premium model with a fairly high price.
08 — Plans for the products development
1) Growth of an active audience
2) Functional development of applications
3) Smart advertising offers
4) Payment transactions
5) Platform for generation of leads
08.1 — Growth of active audience
Current number of active users: 120,000 people
Main source of new users: Appstore and Google Play
The increase of active audience will be due to:
1) New platforms (web,Android, iPad) and expansion of the product line (other personal resources
management: time, knowledge and skills, reputation, social connections, physical condition, etc.)
2) Rejection of premium business models (in favor to freemium, transactional and promotional)
3) Functional development of applications: long-term planning and game components, automation of
common actions, smart reminders, redesign of bottleneck, the redesign of interfaces.
4) Integration of products with external solutions: corporate task-managers, online banking systems, etc.
5)Viral distribution: activation of new functionality after sharing; features for interaction with friends and
6) Active work with media channels: business and productivity resources, SMM, mailing tips for productivity.
7)Trafﬁc: context advertising (after reaching the planned level of LTV).
08.2 — Functional development of applications
- Long-term planning: setting goals and smart budgeting
- Integration with banking internet accounts
- Game mechanics
- Creation of payment transactions from the application
- Flat redesign
- Smart ads
- Web,Android, iPad
- Flat redesign
- Integration with external tools (Google tasks, corporate task-trackers)
- Social features (tasks sharing, achievements sharing)
- Smart ads
- Flat redesign
- Smart ads
08.3 — Smart advertising tips
1) Users are segmented based on their lifestyle data: their objectives and plans,
ﬁnancial payments, planned purchases, activities. Keywords are extracted from
the tasks, plans and transactions captions. Information is impersonal.
2) Advertiser picks up the characteristics and keywords related to the focus
audience and prepare an offer in a certain format.
3) A person gets an advertising message as a problem-solving hint: solution for
the task or planned spending, recommendation to optimize the budget,
investment advice, etc.
The hint is displayed on a special "recommendations" screen or after a speciﬁc
action (adding a shopping list item, creating a task, adding a ﬁnancial goal, etc.)
Average revenue per active user may exceed $11 per year (calculations available
08.4 — Transaction Model
Ability to initiate payment transactions from the application after linking it to the
bank account or electronic money account.
1) CoinKeeper — pay for utilities, mobile bills, internet services, etc.Transfers
between users. It’s a logical step, currently users have to perform the same action
twice to initiate transaction in a payment app and then to record it in
2) Other applications — instant payment for smart tips offers.
According to J'son & Partners Consulting the turnover for mobile payments in
Russia reached 24.4 billion rubles in 2012 and is growing 30% a year.
08.5 — Platform
The infrastructure which can be used by partner applications to analyze their
data and display advertising recommendations to their users.
1) Common users authentication for different applications
2) Data management API for applications with different data structure
3) Generalized contexts in which recommendation are shown
This makes business scalable, traction is made by adding new partners.
Valuation of the advertising market potential is $20 billion a year.
09 — Investment
We're aiming to raise up to USD $500k for current development plans in
exchange for a share of up to 20% of the company.
Priority is given to investors with expertise in payment instruments, the
development/implementation of bank clients, selling b2b solutions to the ﬁnancial
sector, construction of advertising networks.
- Next stage funding
Appendix 2: Goals by periods
September, 2013 December, 2013 June, 2014 June, 2015
Generation of other
types of leads,
120k 200k 500k 1000k
$20k $100k $250k $5000k