Dresscovery presentation

PROJECT DESCRIPTION

Samsamia Technologies S.L. | http://www.dresscovery.com | info@samsamia.com

TABLE OF CONTENTS
1. Introduction
2. Description of Dresscovery
3. Market outlook
4. Business model
5. Marketing strategy
6. Roadmap


1. INTRODUCTION


Introduction
Samsamia Technology as a company

Background
Samsamia Technologies S.L. is a spin-off of Robotics Lab at Universidad Carlos III of
Madrid, one of the most advanced research group of robotics in Spain. Its fields of
expertise cover computer vision, machine learning, big data and artificial intelligence.
The company mission is to transfer high quality scientific knowledge to the market through
solutions related to robotics and technology.

Finally Fashion and Technology found each other


Introduction
The team
THE FOUNDERS
Miguel González-Fierro

CEO
Samsamia

Industrial Engineer and PhD student in robotics
from Universidad Carlos III and King’s College
London.
Since 2008 he has worked as a researcher in
humanoid robotics, computer vision, artificial
intelligence and machine learning.
In Dresscovery Miguel is in charge of the
business development, marketing and computer
vision programming.

Miguel Maldonado

CTO
Samsamia

THE TEAM
Our team is composed by highly skilled and motivated
professionals that covers all the areas of the
technological business.
Engineering Department are in charge of the
technology development. They possess wide experience
in computer vision, machine learning, artificial
intelligence, web development, database programming
and mobile development.
The team from Business Department take responsibility
of the business development. They are experienced in
finance, web marketing, social marketing, IT business
management and sales.
The team from Fashion Department take care of the
fashion business development. They are experts in coolhunting, sales and negotiations with fashion brands,
fashion design and web design.

Computer scientist from Universidad Rey Juan
Carlos and MSc. in Robotics from Universidad
Carlos III.
Since 2006 he has worked as a software
engineer in different companies. He has
experience in leading software projects, server
and database management and smartphone
apps.
In Dresscovery Miguel is in charge of the product
development, app programing and server
management.


Introduction
The project
THE PROJECT

• We are a new communication channel between fashion brands and
customers. We developed a search engine for fashion products
that allow a user to find any garment he/she desires just by taking a
picture and buy it instantaneously.
• The flagship product of Samsamia is Dresscovery, a smartphone
application which includes this search engine to allow users identify a
garment in a picture.
• Dresscovery is an app aimed to be the future driver of online retail
growth through the connection of the textile brands online retail
business with the real world.
• Technologically, Dresscovery matches any picture of an apparel or
accessory with a large database of online brands stock. It allows the
user to buy the targeted object in the respective online store.
• The app finds the most similar products that are available for sale
right now among hundreds of different brands.
• We have deals with most of the top fashion companies in the
market. We have brands like Hugo Boss, Calvin Klein, Nike, Versace,
Valentino, Dolce&Gabbana, Timberland, DKNY and Michael Kors
among others.


2. DRESCRIPTION OF DRESSCOVERY


Description of Dresscovery
The app from a technical perspective

Search

Find

Buy

Trough a picture, the user may
find the object he is looking for

Dresscovery uses computer
vision algorithms to identify
the garment and find similar
products

Dresscovery allows to buy the
product in a very easy way


Description of Dresscovery
Real life example

I want
that
purse…

How
could I
find it?

It is
probably
very
expensive
anyway…

With Dresscovery, she would find the
purse if it is available in the database
and find whether or not it was
expensive.
But even more importantly, with
Dresscovery she would find very
similar purses too and could choose
(among the range of purses) the one
more suited to her needs in relation to
her purchase power thus matching all
the factors or variables included in a
purchase decision: beauty, price,
reputation, brand, time, craving, etc.


3. MARKET OUTLOOK


Market outlook
Our view of the market
Retail E-Commerce Categories consulted in
Europe in 2011

Apparel Retail Online Sales Forecast

Computer
Software
13%

Comparison
shopping
25%

Computer
Hardware
18%

Online Retail Demand Forecasts
16,0%
Inditex online
14,0%

Consumer
Electronics
21%

Appareal
23%

Source: Comscore

UK Apparel
online

12,0%
10,0%

“European e-fashion CAGR
was around 19% between
2005 and 2009 and 9%
between 2009 and 2013”

Apparel &
Footwear
Ecommerce
Global Online
Retail

8,0%
6,0%

Forrester 2008

4,0%
2,0%

Source: Opera Capital Partners

Purchased Goods via Smartphones 2012

0,0%
2013

Consensus

2014

2015

2016

Others
15%
Clothing
accesories
34%

Consumer
electronics
25%

Online retail has growth strongly over the past years and
still, market estimates predict a higher growth…
Books
26%

Source: Opera Capital Partners


Market outlook
Our view of the market
…however, there are still some burdens on the online retail business profitability
with respect to the traditional retail
Burdens on online retail profitability


Current Mitigation / Solutions

Increased costs: online logistics added
to store logistics



Drop shipping



Virtual closet



Reimbursements & returns





Shopping as a social experience

Social experience through mobile and
web



Shopping as a tactile process



Security in online transactions



Fear to online world



Cannibalization


4. BUSINESS MODEL


Business model
The app from a commercial point of view

Business model is get a commission for every sale
We have different affiliation sources that give us a commission between 5%
and 15% of the total garment price.

We have the top fashion brands
We have more than 300 brands and thousands of
products, but more importantly we have the key
brands, the brands people want to see and are willing
to buy.

Discounts and offers
We will introduce discounts and offers in our product
to improve the conversion. Furthermore we will
negotiate with brands discount coupons to be changed
in the physical store.


Business model
Business model 1.0

User
generation
Clicks
generation

Promotion
and
Marketing

We will focus on continuous
innovation in promotion, marketing,
technology and design

Cash Flow
generation

Commissions
(7%-20% of
product price)

Sales
generation


Business model
Business model atractiveness

ATRACTIVENESS
 Highly attractive product which covers a consumer non satisfied need, the need of finding the
object that she desires when she sees it.
 Daily use application due to its “gossip effect”, allowing the user to be up to date with the fashion
style.

 Product with a high informative content: it does not only allow a user to find the product he
looks for but it also finds related information about it and similar products in addition to offers and
discounts.
 Product with high possibility of going viral.
 The time to market is zero, we are already earning money.
 Scalable and diversifiable business: it permits cross sales and access to numerous additional
business lines.

 The expansion to other countries is direct.


5. MARKETING STRATEGY


Marketing strategy
User number boosting

A

A
R

R

Acquisition

Fashion bloguers
Fashion magazines
Other media
SEO
Social Networks

Activation

Elegant design
Usability
Fast algorithm, user does not wait

Retention

The app finds exactly the product the user wants.
The app really works and finds similar clothes.
There are no false positives.
We send the user news, discounts, trendy looks, etc.

Referral

It is useful, so the user shares
To unlock a particular feature the user have to share
The user can share a garment on social networks


Marketing strategy
Conversion boosting

R

Revenue

Find products by price.
Include a payment solution to make the payment easy.
Possibility of buying trough website
Include a buy later option

 Test A/B: Continuous tests of different options.
 Every new feature comes from the user decission.
 Pursuit of virality: growth hacking

Total focus on conversion boosting


6. ROADMAP


Roadmap
Roadmap of product recognition

Stage 1: purse identification

Stage 2: shoes identification

Stage 3: other garment identification


Roadmap
Roadmap of international expansion

Stage 1: Growing in Spain

Stage 2: Growing in Europe

Stage 3: Growing in the world


Discover your fashion


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