Presentation from 2011 Where 2.0 on the convergence of Daily Deals and LBS.

1. Adapting Daily Dealsto Live LBS.Perry Evansfounder & ceo, Closely Inc.Where 2.0April 20, 2011

2. our vantage point

3. < a screen shot of a Jabber IM client app circa 2003. Yep, we’ve been thinking about this space for awhile. >

4. Topics Obligatory Industry Fanboy Slides Small Business Viewpoint The |Blunt| Instrument of a Deal Where Do |Will Deals Come From? Where Do |Will Deals Go? Tension + Leverage

5. Daily Deal Phenomenon ~$3B “Captured Spend” Hundreds (and hundreds) of daily deal sites/providers 50-100K businesses in deal distribution queue ~80M opted-in consumers

6. WTF?

7. What’s The Formula Pent-up consumer desire Get out again, without the expense of 2008 Hip to save, remove the embarrassment of coupons “Group” key to concept/brand, now tangential SMB local lead frustration Complexity & mediocrity of media and search Zero risk model Perfect storm of timing (economy, social) + brand

8. SMALL BUSINESS VIEWPOINT

9. SMB Love Fest?

10. No Customer List Featured Distribution Position Deep Margin Cut Tour Bus Consumer Lead Generation Success Pre-paid Customers Zero Risk Quantity & Timing Control SMB Viewpoint We Love This We Hate This

11. Deal Design: Refinement, Complexity, Noise

12. Shifting Deals Towards Live/LBS

13. THE |BLUNT| INSTRUMENT

14. Mainstream Daily Deal Today Fixed terms, time-limited offer, pre-purchase for print/mobile Voucher Customer Name & coupon identity in “redemption document”

15. Mainstream LBS Today Simple offers, accessed on check-in/place pages, fulfilled live via mobile/user action Reward social broadcasting (implicit = sharing) Loyalty-oriented Modest fulfillment & tracking Mostly trial & learn National local chains + edge case SMB’s

16. Expanding the Instrument Offers vs. Deals Casual vs. Commerce Specials + Activities/Events Pre-purchased vs. Pull Incentive vs. Reward Public vs. Private Open to all Selective to: Customers: Best, most frequent, most vocal… Conditions: Time, events, referral, situational…

17. Deals shift to Self Administered Variable Value Live Social Promotional Units Catchy, huh? Yield management instrument Business customized & controlled Flexible connections to distribution Variable Value: Day, time parting Conditional: 4-top, frequency, etc Live: Bonus alerts API-driven bonuses

18. WHERE DO |WILL DEALS COME FROM? WHERE DO |WILLDEALS GO?

19. Where’s the Daily Deal Money? (via @Yipit)

20. Check-in Propensity [inclusive/social vs. individual/reserved]

22. Live Display Feed/Ads

23. Daily Deal Campaigns

24. Paid Places Position

25. Search, Map, Social, LBS Place Pages, SMB Site

27. Self-serve Aims for Mainstream GroupOn Live LivingSocial Instant Facebook Deals Google Places Offers Foursquare Specials Yelp Specials & Deals Closely ;) Dashboard Remote Control

28. Advancing the Self-serve Model (Some of our Work @Closely) Distribution Simplicity Single entry live publishing across social, search/places, deal channels, business website, ad widgets Customer selection & distribution models: view socialselect.com Integrate self-served deals + organized campaigns Self-serve Refinements Remote control vs. dashboard user experiences Create & save offers, turn on/off any time Schedule & trigger based control of “live” and “post” actions Shout out to Foursquare’sProgress with Specials in 3.0!

29. Industry Tensions to Watch Business Involvement Challenges Access to Owner Time Expectations Measures ROI against “family time” Commerce Model Tug Pull of pre-paid commerce models Counter-current of live open local distribution < clouds breaking, angel singing >

30. Thank You! Twitter: @perryevans @closely Email: perry.evans@closely.com Blog: Closely.com/blog