Brazilian realestate marketplace - allimovel.com

1. Briefing and presentation
Website: http://www.allimovel.com/
Angelist profile: https://angel.co/allimovel
The product is mainly a real estate online marketplace that uses the technology of big data to
"learn" the profile of each visitor, and suggest homes to them according to their profile (such as
Amazon for example). Also using the same technology, our website records all users’ actions, and
keeps storage of those actions in a database. In addition to that, we have created a Real Estate social
network, which raises content and keywords for searching mechanisms and also to complete the
visitor profile.
With that, we make possible for real estate agencies to act in real time, following the market
tendencies, since these announcers (our clients) can be aware of what is being most searched for at
that exact moment, knowing not only what the marketplace users are searching for but also being
able to verify if what they offer is compatible with those searches - that being possible through our
data analysis. That way, all real estate companies can focus their marketing strategies where they
really need and where the market leads them.

2. Inside our website there is also a section made exclusively for seasonal rentals. In that area, the
visitors are able to view the nearest available properties where the most popular events are taking
place in each town, which gives us the possibility to be the only Real Estate website covering the
country 's main events and festivities. ( http://temporada.allimovel.com )
About the team
We are both engineers, graduated at Federal University of Rio de Janeiro (UFRJ), and we have been
working at the system engineering field for about 9 years now. We are passionate for what we do
and our only target is to turn allimovel.com into the top company at the real estate business in our
country.
Pedro Henrique Silva Antunes
Founder
Technical knowledge in Big Data, Neural Networks, Artificial Intelligence,
Programming, Digital Marketing and SEO.
Alexandre Faria de Melo
Co-Founder
Technical knowledge in JAVA, Database, Software Architecture, MongoDB,
JavaScript, Big Data, Data Mining and data modeling.
What do we solve?
Utilizing the 3 V's of Big Data, our goal is to provide the solution to a great number of unsolved
issues that are easily perceptible in Brazilian real estate websites:
Volume
How is it being done nowadays? - Announcers complaint a lot about paying close to 1.000 dollars
per month (2.000 reais) and their ads remain not showing up, not even at the 30th page. To give a

3. simple opportunity for announcers to appear in front of potential buyers, Real Estate marketplaces
seem to be putting up a real auction to see who pays the most for main ads at the top of the page.
Even so, in order to view those ads, any visitor would have to reach at least the 5th page and just
then some ads start becoming relevant through the normal search mechanism. Thousands of
important data about visitors’ behavior inside the marketplace are thrown everyday right into the
trash.
Our solution - Applying the concept of “Long Tail”, we do not have the intention of censoring ads
with bad quality or the ones that paid less. We have a quality bar that varies according to the amount
of information that the ads show to the visitors. This quality bar is our main touchstone to sort the
ads (note: featured listings already start with points in this bar). We use algorithms to understand
visitor’s profile and suggest properties based on the preference of each user, after being deciphered
by our system (like Amazon and Netflix for example).
Variety
How is it being done nowadays? - Current websites do not possess additional sources to obtain
valuable information, and end up using nothing but blogs or social media for marketing strategies.
Also, the only diversity of information refers to general preferences in certain regions of Brazil.
Our solution - We also have another product, created to generate content and keywords that will be
linked to allimovel.com .
The name is "Papo de Imóveis" (Real Estate Chat), and it is the first real estate social network in
Brazil. With that, real estate companies and agents are able to receive testimonials from their
clients, answer questions from possible buyers and owners, generating contents for the online
searching mechanisms. The network - only 3 days after being created - reached the mark of 100
users, without any marketing or merchandising tools. We have recently appeared in a famous news
website in Brazil, called R7 :
http://noticias.r7.com/dino/tecnologia-e-ciencia/brasileiros-ganham-sua-primeira-rede-social-
exclusiva-de-imoveis-09062014 .
Link to our real estate social network: http://www.papodeimoveis.com.br
We also have plans for a free newspaper distribution, containing ads from our website. We
conducted a viability study and calculated that the return of investment - only with merchandising -
reaches 400%. The newspaper would be linked to the website through the ads printed and their
qrcodes.
Velocity
How is it being done nowadays? - The only information released every month by the present
leader (zap.com.br) is the average value for m² in each region. The vice leader (vivareal.com.br),
sends out an annual report in the beginning of every year. That certainly gets in the way of
marketing strategies for real estate agencies.
Our solution – As previously mentioned, the main proposal of the website is to help real estate

4. agencies and brokers to act in real time, according to Gartner: “Reacting fast enough to deal with
velocity is a challenge to most corporations”. Since we register all the actions taken by the visitors,
we possess all the data needed to release reports in real time, keeping announcers informed about
the market tendencies.
Differentials
Compared to online Real Estate marketplaces in Brazil, we have some differentials, such as:
- The first intelligent Real Estate online marketplace
- First Real Estate social network
- Statistics information in real time
- List and map view for all the ads
- Generate QRCode for any ad
- Search mechanism: look for agencies and brokers (believe it or not, this is
not available on any website in the country)
- You can see establishments like banks, supermarkets, malls and many
other that are located around the place you are searching for a property
-Season rental section, with exclusive functionalities
Business Model
Our business model is based on charging for a basic plan, which includes 10 featured listings, 2
super featured listings and unlimited ads. The user, constantly analyzing information and marketing
tendencies, will be able to upgrade this plan, adding featured and super featured listings (paid
separately) at the areas of their preference.
The client has the right to choose one region to receive statistics information. In case he chooses to
receive information from other regions, they will also be charged separately.
In the future, we also intend to charge for the types of advertising that will be appearing on the
newspaper.
At the present moment, real estate agencies pay at least U$ 600,00 ( R$ 1.200,00) for 150 ads to the
leading website in the country and each proprietor pays U$ 100,00 (R$200,00) per ad.
As to our Season section, the model to be followed would be Airbnb, in which will be charged a 5%

5. tax for every achieved transaction.
Market Opportunities
The real estate market is constantly growing in Brazil, raising billions of dollars per year. Online
real estate marketplaces generate - each one - about 50 million dollars per year (the leading
company at the moment is (zap.com.br). Companies like Vivareal received in 2 years, close to 40
million dollars (80 million reais), and the evolution in marketing strategies and website layout are
now easily perceptible.
http://exame.abril.com.br/negocios/noticias/portal-de-imoveis-vivareal-recebe-aporte-de-r-67-
milhoes
Also, we could easily take advantage on the increased visibility towards the country due to
international events - such as The Olympics 2016 - in order to raise seasonal rentals through our
website.
Competitors Study
According to Property Portal Watch website – the main vehicle in the world regarding to real estate
marketplaces, based on data from Hitwise (one of the top monitoring companies on line worldwide
– from Serasa Experian Group), there is no market dominance. None of the competitors worried
about having a differential, build a legacy. The numbers reflect only a marketing war. All the real
estate marketplaces are exactly the same, showing a little difference in websites layout,
merchandising and action's locations.

6. Current Phase
Our product is ready, missing only statistics reports interface. Without any marketing strategies or
merchandising, we already have paying customers, and about 1000 properties announced in our
website.
Our clients send us every week many requests for our expansion to other parts of the country where
they possess other units, like São Paulo State for example.
For previously mentioned reasons, clients are in great need of services like this, and there is a clear
dissatisfaction with current real estate online marketplaces.
Financial Projections
The website allimovel.com was built in two and a half years, after intense work (approximately 6
hours a day – including weekends) by two engineers.
Putting together a well structured team, our aim is to reach the end of this year like one of the main
players in the market, especially in Rio de Janeiro and São Paulo.
For example, only real estate agencies from a little region inside São Paulo state can be visualized
at the following image. Each red spot represents one agency registered at Google.

7. In 2015, our goal is to expand to all states in Brazil.
Our clients are real estate agencies, brokers and home proprietors. The costs with clients’
maintenance would be centralized only in our Sales team, which would be constantly developing
new marketing strategies and connecting to the clients. All the plans have automatic renovation for
at least 1 year (fidelity clause).
Each real estate agency is paying us at the moment the minimum value of U$ 200,00 (R$ 400,00)
and customized plans can reach 1k dollars per transaction.
Capex Cost – We have a cost of U$ 200,00 per month with infra-structure in Amazon surveys
Opex Cost – To initiate, we predict a monthly cost with marketing and man-hours
Founders – Will be working at the Company management and heading the technical part of
programming. U$ 4,000,00 each one = U$ 8,000,00 (per month)
Location – U$ 1,500,00 (rent) + U$ 500,00 (maintenance) = U$ 2,000,00 (month)
Sales Team – 1 Sales Manager for U$ 3,000,00 per month e 1 sales consultant for U$ 1,200,00=
4,200,00 (month)
Marketing Team – 1 responsible for marketing and social network response – U$ 1,500,00 (month)
Design – 1 web designer for U$ 1.200,00 (month)
Engineering – 2 programmers for U$ 2,000,00 each = U$ 4,000,00 (month)
Marketing – Investment for partnership proposals and announcers return (U$ 5.000,00 /month)
Total costs per month without taxes = U$ 25.900,00 per month
With this investment, it is already possible to accomplish all the targets proposed by the end of
2014. To enter strongly in other states, it will only be necessary to invest in Sales staff (hire local
sales rep).
ROI (Return of investment) – Considering the minimum plan for agencies for U$ 200,00 ,
proprietors’ plan for U$ 30,00 and U$100,00 for brokers. Supposing we have as customers:
80 real estate agencies ($ 200,00 * 80 = 16,000,00) + 150 brokers ($ 100
* 150 = 15,000,00) + 500 proprietors ( $ 30,00 * 500= 15,000,00) =
$46,000,00 per month
We predict that, counting with agencies in only 2 states, we can achieve the number of 600 real
estate agencies. Taking the value of the basic plan of each agency multiplied by the number of
agencies subscribed, we reach a total income of 120.000,00 dollars per month. And not to mention
that we still have brokers’ and proprietors’ income, that are not included in this calculation.

8. Funding needs, use of funds and
expected valuation
All we need is an adequate amount of investment, enough to maintain the company for 2 years. The
total amount for initial investment would be U$ 621.600,00 plus taxes.
This currency is all that is necessary to put allimovel.com among the top marketplaces in the
middle of year 2015. We do not have plans for further dilutions in the company, and our perspective
is to have one single dilution in this round – around 25%. This qualifies as Series A round.
Another proposal would be a smaller dilution and that way we would be counting only on
marketing money for 1 year ($5,000,00 * 12 months ) = $ 60,000,00 diluting 5% of the company.
Exit options
We really look for investors like us. We are passionate for what we do, and our aim is to turn our
company into the top one in this business, we want it to become a worldwide reference in terms of
quality service.
Real estate online marketplaces are extremely targeted in Brazil by the banks and financial
institutions – a recent example was the acquisition of Webcasas marketplace (webcasas.com),
bought by Santander Bank. We have other examples of online marketplace acquisitions, like
Vivareal. There is a large possibility for the investor to forward his stake, finding no difficulty at all.