2. Executive Summary / Elevator Pitch
AdvoCash is an innovative and unique approach to online advertising
• Brand advocates earn the rewards they deserve
• Business customers gain a global and diverse advertising team
• Multiple revenue streams ensure that AdvoCash will succeed
3. Market Opportunity | Value Proposition
AdvoCash is a socially integrated web application which allows customers to
earn points through promoting their favourite brands on their personal social
profiles.
• Brands will sign up to post ‘daily tasks.’ (e.g.. selfie with #LoveMyNike)
• Users complete daily tasks to earn points.
• These points can then be redeemed for rewards from brands .
• Consumers can actively seek discounts rather than be passive.
4. Market Opportunity | Value Proposition
In a world where social marketing is always changing, AdvoCash will be a leader
in incentivised brand advocacy which rewards both brand and customer.
• A pioneer and to date the only dedicated social advocacy site.
• Harnessing the power of user generated content.
• Helping brands to develop an authentic consumer community.
• Social sites reducing overly advertorial content.
• A need for new way to advertise on social platforms is rising
6. Competitive strategy and advantage
Unique advertising platform connecting consumers with brands and turning
consumers into their loved brand advocates.
Differentiation strategy
• connecting brands with their consumers
• alternative sales stream - i.e. consumer advocacy
• exchange market structure - direct link from individual’s social
contribution to brand
Competitive environment
7. Key Partners, Activities & Resources
Companies which would readily value AdvoCash’s social media exposure
opportunity as a valuable and optional add-on to their existing loyalty
programme.
1. Popular high street brands
2. Popular retailers (John Lewis, M&S, Boots, Sainsburys, Tesco, etc.)
3. Popular online retailers (Amazon, etc.)
8. Key Partners, Activities & Resources
Activities & Resources to promote the launch:
1. Promote on partners’ homepages and checkout page
2. Cashiers to promote AdvoCash signup
3. Reward people just for signing up
4. Social Media sharing to spread the word
5. In emails, packed orders & blogs
9. Customer Segments
AdvoCash looks at two target groups:
1. Customers and brand advocates (B2C)
2. Companies (B2B)
We segment these two target groups for targeted marketing activities (for both
sides: ours and for our business clients) as follows:
1. Traditional segmentation for the consumer base by clustering them into
groups based on demographics, region and interests (insights via social profiles
of users)
2. Value-based segmentation based on (potential) account size of expected
revenue as well as by industry (e.g. FMCG, fashion, etc.)
10. B2C
B2B
Acquisition
Marketing
In-Life
Marketing
Acquisition
Marketing
In-Life
Marketing
word-of-mouth, PR in relevant target group
media, activation via FB Brand Pages and
Twitter accounts, Facebook Ads
Newsletter, push notifications on mobile
individual login accounts on AdvoCash
websites
cold calls/email and pitch presentations , PR in
relevant target group media
Account Managers handling brand’s tasks for
companies to reduce workload on clients’
side; Newsletter
Customer Relationships I Channels
11. Revenue Stream for B2B Customers
Advocash will establish a basic three tiered subscription revenue model for its B2B
customers.
• The Gold package = Annual membership fee, unlimited # of tasks posted,
subscribers are mostly large brands
• The Silver package = Monthly membership fee, subscribers are large and medium
sized brands
• The Bronze package = Monthly membership fee with cap on # of tasks posted.
Subscribers are small to medium sized brands mostly running campaigns
12. Revenue Stream for B2C Customers
A “Freemium” model for its B2C customers users.
• Automatic Service Fee = Users will only be charged X % service fee (low) when
they accumulate a certain threshold of reward points (high).
• Free Usage = All other users below the threshold reward level would use the
Advocash free of charge.
13. Cost structures
Cost Structure: first 6 to 12 months
• Cost driven
• Initial focus on design
and development
• Raise brand awareness
• Build user base
• Minimise fixed costs
through remote working
Web Design &
Development
45%
Sales and
Marketing
15%
Salaries
25%
Transaction
Costs
5%
Hosting/Networ
king
10%
14. Cost structures
Cost Structure: mid / long-term
• Value driven
• Further development to
include apps
• Continued raising of
brand awareness
• Increase user and partner
base
• Fixed office locations as
AdvoCash expands
Design and
Development
33%
Sales and
Marketing
19%
Salaries
17%
Transaction Costs
3%
Hosting/Networki
ng
8%
Office
20%
15. Thank you
Module 2 Group 18:
Abbas, Amar
Anubi, Temi
Brabazon, Mark
Jafri, Anab
Nicholas, Gareth
Sribna, Marija
Vong, Beverley
Editor's Notes
If I add on the
AdvoCash is an innovative and unique approach to online advertising. We provide a platform that allows brand advocates to promote their favorite products online with the added benefit of earning rewards.
Business customers gain a global and diverse team of promoters that they can manage through the allocation of simple daily tasks.
AdvoCash is a win-win solution in the changing world of online advertising.
With multiple revenue streams, from both users and business customers, Advocash is certain to be successful for all interested parties.
