BarFly pitch
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  • 1. Check the scene with the first website that gives you a Fly-On-The-Wall view at the UK’s hottest bars and clubs Team Apex James Gallo, Ailie Carne, Sarah Reed, Madison Cass, Steffie Beaven, Jaysil Patel, Gayle Tait
  • 2. Market opportunity 33,000 bars and pubs + 7,000 Nightclubs in the UK 65% of licensed venues are in our “live stream” target No2 reason new bars fail is lack of knowledge about the business Searches for reviews and recommendations are consistently high The market for licensed venues has seen rapid proliferation (i.e. choice) Google Trends showing interest in nightclub reviews
  • 3. Insight Bar Proprietors Users Target marketing activity accurately to the profile of your clientele Check out a venue before you get there to see if it’s your type of place Give greater accountability to promoters by setting KPI’s that can be measured accurately See whether you can get in before you get there Trendy bars should have trendy tech Find the perfect venue for a chilled night, live music, or the best place to watch your favourite football team
  • 4. BarFly is... A Web-Based app that lets you view the scene in all those hotspot bars and clubs. Our series of fly on the wall cameras, reviews, scene temperatures and great deals is a great way to find those great new place, or just see if it’s worth the queue
  • 5. BarFly Technology and Privacy Privacy is our number one concern. Our technology is designed to protect our users, safeguard the privacy of general bar clientele whilst providing our clients with the data they need BarFly guarantee: •  •  None of our live footage is recorded or stored Personal data is never shared See Appendix for detailed Privacy Policy
  • 6. We have a unique voice and a passionate audience.
  • 7. Strengths ●  ●  ●  ●  ●  First to market with unique proposition uniting real time bar view & customer reviews Unique service providing accurate information on demographic profile for bars to use for marketing Broad audience appeal Richer experience than existing review sites Rise of video & social: almost 50% of 18-34 yo’s have smartphone: estimated to be 70% in the next 2 years Weaknesses ●  ●  ●  ●  No existing brand awareness Need to get bars buy in On the go view of live stream could be challenging for some devices Technical costs to get webcams on to the Barfly network ...SWOT Opportunities ●  ●  ●  Become THE authority on the latest bars in town Scope for expansion into other countries and reviews for other types of venues: restaurants, festivals Bars & clubs can advertise real-time depending on trading circumstances: eg. to attract punters, offer promotion available in the next hour. As the technology advances, this can be triggered automatically Threats ●  ●  ●  Need to educate customers re facial detection software to avoid privacy concerns First to market with live stream view is central to competitive edge of site Critical mass of reviews required to be go-to destination
  • 8. Competitor Analysis VS Direct Indirect Online Media ➔  No definitive competitor providing video feed ➔  Individual Bar websites ➔  Scenetap Launched in USA but not yet in UK ➔  Review Sites !  Tripadvisor !  Yelp !  Blogs ➔  Social Media !  Foursquare ➔  Websites !  Designmynight !  Bars own site ➔  MobileApps !  Yplan !  Scenetap Others to consider ➔  Word of mouth ➔  Traditions ➔  Calling and Texts
  • 9. Competitive environment Overview ★  Search nightlife via 3 filters: Genre, Location, Budget ★  List and recommends pubs and clubs. ★  Provides service to book and plan parties ★  Works with venues and organisers to promote events Overview ★  provides real time information of age range, gender and crowd size at bars. ★  Charges bars for the use facial recognition cameras. ★  Allows bars to promote and advertise on their listing yPlan Overview ★  Lists live music shows and events and allows you to book via the app. Booking completed in two clicks ★  Offers discounted prices and rewards. ★  Allows you to search via location. BarFly Advantage ★  Live video feed lets you make an instant decision ★  Real time information of bar events, specials and promotions ★  Broad audience appeal and easy to use - Targets the social guru, the techie but also the average Joanna ★  Proprietors can market directly and accurately to their clientele. ★  Not limited to urban or specific locations
  • 10. Target audience B,C1,C2,D Young Mavens Highest TGI indexing for going out regularly and recommending places to friends Experian Mosaic groups O63-O67 urban cool bright young things university fringe study buddies O63- Urban Cool - 27+ SW, W, Edinburgh - well educated professional TV websites, access internet via a mobile phone, food and beverage websites, Guardian.com, O64 Bright Young things - well educated singles – London, Edinburgh Read newspapers online, download music, use mobile phone for downloads, e-mail, games, photo messaging, video O65 University Fringe - students & graduates still living student life LDN Man, Wales, Leeds, Nottingham Mortgage websites, education websites, knowledgeable about technology, regularly visit YouTube, music download websites, TV programme websites O65 University Fringe - student’s living in shared accommodation Share videos/pictures online, regularly visit YouTube, social networking sites, download movies, music, Spotify, read blogs, subscribe to newsfeeds/RSS online
  • 11. The Average Joanna: 20% / 5% Expected Split of traffic by profile User profiles The Connoisseur: 25% The Shark: 20% / 5% The Happy-hour Hunter: 25% / 15% The Unfaithful: 10% / 25% % of volumes for researcher / contributor / 35%
  • 12. Consumer Behaviour most popular behaviours Type Type Type Type Type Type 6: Seekers 7: Escapists 11: Social Connectors 15: Techno Geeks 9: Newshounds 8: Sporting Chancers most popular categories Entertainment - Nightlife Entertainment - Performing Arts Government - Local Lifestyle - Politics Sports - Tennis Business and Finance - Legal Computers and Internet - Email Services Advertisements Gambling - Poker Sports - Cricket News and Media - IT Media Music - Downloads Entertainment - Animation and Comics Computers and Internet - Webcams Entertainment - Books and Writing most popular Websites www.guardian.co.uk www.linkedin.com www.megavideo.com www.apple.com/startpage www.gumtree.com www.channel4.com www.bbc.co.uk/iplayer www.itv.com/catchup www.imdb.com www.digitalspy.co.uk www.megavideo.com
  • 13. SMART
  • 14. Marketing strategy
  • 15. Social Media Strategy A promotion and competition heavy approach, composed of daily bite-sized content, along with weekly video-reel highlights. Key Channels: Facebook, Twitter, Google+, Instagram, Pinterest & ongoing on-site shareable editorial content. Stage Objective Strategy On-going Drive site traffic Marketplace format ads - a proven traffic driver. On-going Weekly Drive users to take up partner offers Provide ‘deals of the week’ upweighting targeting for those with up-coming birthdays. On-going Daily Gather followers and drive through to site Promoted page posts with accompanying editorial eg Londons top themed bars. Pre-launch Test sample audience response Define sub-groups within our audience to decide effective targeting parameters. Soft-launch Gather Facebook followers Promoted page posts within our audiences newsfeed.
  • 16. Socially Speaking Targeting will play on key factors that dictate nightlife choices. In the initial stages, paid promotion in the social space will be key to generating traffic. We need to ensure that the right people see the right ads. Targeting criteria will include: Music choices Age Interests Birthdays Location
  • 17. Profit & Loss Year 1 Year 2 Year 3 One off investment 100,000 0 0 Camera installation fees (£500 / venue) 125,000 1,000,000 3,250,000 No. of venues 250 2000 6500 Advertising revenue 45,000 250,000 400,000 TOTAL REVENUE 295,000 1,250,000 3,650,000 Hardware costs -37,500 -200,000 -552,500 Development: engineering & software -200,000 -100,000 -100,000 Marketing (Y1 7 months only) -40,000 -250,000 -400,000 GROSS PROFIT -7,500 980,000 2,597,500 Less OVERHEADS -173,000 -293,000 -305,000 NET PROFIT -180,500 410,000 2,211,500 Assumptions: - Development time 5 months - Camera Costs Y1 £150, Y2 £100, Y3 £85 - Team: See appendix
  • 18. BarFly is a great investment... ★  BarFly is a unique offering ★  Two guaranteed revenue streams ★  First to market, with a large target audience ★  Multiple opportunities for expansion: eg restaurants ★  Forecast > £2m profit by year three
  • 19. Appendix •  Consumer Journey •  Team Assumptions •  Privacy Policy
  • 20. Consumer Journey Organic search Paid search WOM Contributor Uploads photos & Videos Recruit new venues to Bar Fly and earn commission PR Researcher Posts reviews Earn loyalty points to access exclusive events, new venue openings In Bars Search bars | nightclubs View live feed | Stats | promo’s Read reviews View photos | videos See location on map Subscribe to Newsletter Log in to view recommendations based on your profile
  • 21. Team assumptions Year 1 - Full time: business development manager, software engineer x 2, managing director - Part-time: Data analyst, blogger - Outsource: design & branding, content creation for launch Year 2 - Full time: +1 business development manager, + 1 sales manager, +1 Web master
  • 22. Privacy Policy This privacy policy covers all of BarFly. It does not, however, apply to entities that BarFly does not own or control, such as applications and websites linked to BarFly. By using or accessing BarFly, you agree to our privacy practices outlined here. If you have any questions or concerns about our privacy policy, please contact us. Minimum user age is 18. If you are under age 18, please do not attempt to register for BarFly or provide any personal information about yourself to us. If we learn that we have collected information from a person under age 18, we will delete that information. If you believe that we might have any information from a person under age 18, please contact us. Information we access When a customer enters a registered bar, we anonymously track them using our facial recognition technology. Our software program detects faces through facial features such as the nose, eyes, mouth, chin and jaw line. The software analyses the facial detection image to attempt to determine the person’s gender and approximate age. Webcam live streaming from registered bars is also available for our users to view online. Our webcams are installed with facial distortion software so that no recognisable faces are broadcast on our website. * No facial photos or video are recorded or stored. * No facial mapping metrics are stored. * No streaming video is recorded or stored * No personal information is collected or even attempted to be collected. Information we receive User Information: When BarFly users decide to optionally sign up for our services they provide us with an email address, a username, and a password. They are also permitted to create a personal profile, including picture, gender, birth date, location, and more. Content: One of the primary reasons people use BarFly is to share content with others. Examples include when you create your profile, make a comment about a place, share a link, upload a photo. If users do not want us to store metadata associated with content shared on BarFly (such as photos), they must remove the metadata before uploading the content. Information we collect when users interact with BarFly Site activity information: We track some of the actions users take on BarFly, such vouchers downloaded, links uploaded. Access Device and Browser Information. When you access BarFly from a computer, mobile phone, or other device, we may collect information from that device about browser type, location, and IP address, as well pages visited. Cookie Information. We use “cookies” (small pieces of data we store for an extended period of time on your computer, mobile phone, or other device) to make BarFly easier to use, to make our advertising better, and to protect both users and BarFly. Information we receive from third parties Information from other websites: We may institute programs with advertising partners and other websites in which they share information with us. We may ask registered bars to tell us how our users respond to the ads we showed them. This data sharing, commonly known as “conversion tracking,” helps us measure our advertising effectiveness and improve the quality of the advertisements you see. Sharing information We may contact you with service-related announcements from time to time. You may opt out of all communications except essential updates on your personal account information page. We may include content you see on BarFly in the emails we send to you. You may choose to share information with advertisers, marketers or electronic commerce providers that are not associated with BarFly through off-set offers. This is entirely at your discretion and we will not provide your information to any other company without your consent. Sometimes we share aggregated information with third parties to help improve or promote our service. But we do so in such a way that no individual user can be identified or linked to any specific action or information. Remove information Editing your profile: You may change or remove your profile information at any time by going to your profile page and editing your information. Items changed will be updated immediately. Deactivating or deleting your account: When you deactivate an account, no user will be able to see it, but it will not be deleted. We save your profile information in case you later decide to reactivate your account. When you delete an account, it is permanently deleted from BarFly. You should only delete your account if you are certain you never want to reactivate it. Additional No security measures are perfect or impenetrable. We cannot control the actions of other users with whom you share your information. We cannot guarantee that only authorized persons will view your information. We cannot guarantee that information you share on BarFly will not become publicly available. We are not responsible for third party circumvention of any security measures on BarFly. You should report any security violations to BarFly. If the ownership of all or substantially all of our business changes, we may transfer your information to the new owner so that service can continue to operate. In such case, your information would remain subject to the promises made in the pre-existing Privacy Policy. We may change this Privacy Policy pursuant to the procedures outlined in the BarFly Terms of Use. Unless stated otherwise, our current privacy policy applies to all information that we have about you and your account. If we make changes to this Privacy Policy we will notify you by publication here. If the changes are material, we will provide you additional, prominent notice as appropriate under the circumstances. Defined Terms. “Us,” “we,” “our,” and “BarFly” mean the same as they do in the Terms of Use. “Information” and “content” are used more generally and interchangeably here than in the Terms of Use unless otherwise limited by context. © 2013 BarFly, All Rights Reserved.