This document discusses how businesses can find value and profits by targeting "the bottom of the pyramid" or the poorest customer segments. It presents a case study of Agora and AdTaily, who created a simple self-service advertising platform that allowed small publishers and advertisers to participate. Within a year, the platform onboarded over 13,000 publishers and 3,500 advertisers in Poland by focusing on lowering barriers, simplifying the process, and leveraging viral effects. The presentation encourages other businesses to explore adjusting products and processes to reach poorer customers at the bottom of the pyramid through innovations that reduce complexity.

1. Internet CEE, 25-26 May
2010,
Riches
at the Bottom
of the Pyramid.
Finding value trough
self-service advertising.
Agora and AdTaily Case Study
Paweł Wujec, Jakub
Head of Krzych,

2. The Pyramid
The bottom feeds all
Source: Wikipedia

3. Fortune at the bottom
The poorest billions of people
Source: Google Books

4. Example businesses
Business can be profitable, but innovation expected
Source: Google Images

5. What is the bottom of pyramid online?
The poorest millions of advertisers.
G
Source: Arrowsmithmedia.com
The smallest millions of publishers.

6. Typical publisher's Agora's goal
business model
Diversify revenue and
Aims to the top of the pyramid: decrease dependence on
big brands and media houses media houses
Source: Hvsproduction.com
That is cool, but risky
(especially in the recession).

7. Challenges when reaching the bottom
Complexity, transaction costs, etc

8. How we tried to solve it?
Designing for the bottom of the pyramid
• Low entry level
• Simplicity
• Transparency
• Automatisation
• Reusing
• Viral effect

9. The final solution
Simple self service advertising

10. How does it work?
Imagine you found a place you want to advertise on

11. Create an ad in-place
Create or upload ad and pay online via VISA or PayPayl

12. It is that simple
Your ad is being displayed now

13. Sample installation
Lula.pl - Agora's lifestyle portal

14. Self-service widget
Just copy and paste to your website

15. Sample installation
Antyweb.pl - Tech blog

16. To the bottom of the pyramid in Poland
Within one year 13000 publishers and 3500 advertisers
15000
11250
7500
3750
0
May 2009 November 2009 May 2010

17. Fast growing ad network
Focus on simplicity brings results
1 billion 1.5 million
Impressions a month Clicks every month
30 000 3500
Ad units sold monthly Paying customers

18. The ad unit price distribution
Thousands small advertiser generate more than few big one
$5 $10 $30 $100 $1000

19. International version just launched
Multi language and currencies support

20. Social media integration
Monetize publisher's community

21. Summary
Find riches at the bottom
• You can turn yours
users into advertisers
• But you need to adjust
your products and
processes to the
bottom
• Reduce complexity
with innovation
• Focus on simplicity
• Viral effect

22. Thank you!
Any questions?
Paweł Wujec, Jakub Krzych,
pawel.wujec@agora. jakub@adtaily.co