Team Apex

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
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●
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●
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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
●
●
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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
●
●
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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.