This document outlines Appsfunder's mission to provide a fast and cost-effective crowdfunding solution for mobile app developers. It describes Appsfunder's hybrid crowdfunding model and roadmap for offering services like a developer directory, web shop, AAA certification, and local versions. The business model relies on multiple revenue streams from crowdfunding success fees, subscription fees, resale margins, and certification fees. Sales and marketing will utilize an integrated approach targeting developers, funders, and partners. The team is led by founder Pascal De Keyser and includes partners covering key regions.

1. Appsfunder
Crowdfunding mobile apps.

2. Outline
1 Mission statement
2 Funding concept
3 Products and services
4 Business model
5
Mobile market DNA
6
Value to the mobile eco-system
7 Sales and Marketing Strategy
8 Our team outlook
Financial
Your Logo

3. Mission statement
Business drivers
• 40,000 new mobile apps released monthly
– How to get noticed?
• Development costs are increasing
– How to assure the funding needs?

4. Mission statement
Appsfunder wants to provide
a fast and cost-effective
funding solution towards mobile
app developers, using collective
funds and marketing support

5. Funding concept
The crowdfunding-principle
- Crowdfunding = the collective co-operation, attention and trust by
people who network and pool their money together, usually via the
internet, in order to support efforts initiated by other people or
organizations (Wikipedia)
- Project owners pitch and promote their project. Funds are collected
against a target amount to be reached in due time. Project owners
get the funds only if the target amount is reached in due time.
- Investors analyze, challenge and support a project by pledging pre-
orders, cash, in return of an agreed pay-back. Returns are given
only of the target amount is reached in time.

6. Funding concept
Appsfunder’s approach – A hybrid model

7. Funding concept
Appsfunder’s approach – A hybrid model
• Funders by GOLDEN APPS:
- To get the app FIRST and CHEAP, IF TARGET AMOUNT IS REACHED IN TIME
– Funders have no claim on any revenue of the app
• Funders by PLATINUM APPS:
– To get a limited and pre-defined cash return, IF TARGET IS REACHED IN TIME
– Funders are paid out first from the app revenues
– Limited return, set and published in advance
– Funders have no claim on any ownership of the app
• Appsfunder:
– Screens projects before publishing
– Tracks project progress and makes available evidence to funders
– Secures correct pay-out of revenues to funders

8. Products and services
Roadmap
Crowd- Developer Local Funder
Web shop AAA label
funding directory versions Finders Fee
Q3 2001 Q4 2011 Q1 2012 Q3 2012

9. Products and services
Crowdfunding
App developers define:
- he taget budget and deadline
T
- he different milestones
T
- The pay-back terms per pledge
Funders chose:
- In which milestone they fund
- The amount and return they pledge
- olden apps - a small sum for a
G
free copy of the app
- latinum apps – a larger sum
P
for a pre-defined pauback from
the app revenues

10. Products and services
Developer directory
App developers profile:
- Contact details
- Skills & experience
- Detailed protfolio documents
- .
…
Free 90 days – trial listing
Subscription fees after trial
Free RFQ’s for subscribers

11. Products and services
Webshop
Webshop offering DEALS on:
- Developer tools
- Coding software
- Design software
- Storage software
- Tech gadgets
- Mobile phone accessories
- Geeky goodies
- …

12. Products and services
AAA Certificate
Private assessment by panel of industry leaders
- Innovation
- User relevance
- Business potential
- Technical performance
- Team
…
Only projects with an average score of 7/10 or
better get certified
-

13. Products and services
Local versions
Local versions of Appsfunder, with customised
- Language interface
- User interface
- Designs and skins
…
First versions to be launched in Q1 2012 for
- France
- Hong-Kong / China market

14. Products and services
Funder Finders Fee
Funders Finders Fee for
- sales partners bringing in new funders
- based on 1.5%-share of new funding by partner’s affiliates
- unders making new funders
f
- based on fix revenue/bonus scheme, still to be developed
…

15. Business model
Well-balanced multiple streams
Crowdfunding Developer directory Webshop AAA Cer9ficate
Fix Sumission fee Subscrip5on fee Resale margin Cer5fica5on fee
Affiliate fee
Pricing 2012 $69.00 USD $10.00 USD/month $199.00 USD
Variable Success fee
Pricing 2012 8%

16. Mobile market DNA
Global market figures
Gartner projects app-market to reach
$60 billion by 2014
Apple leading with 400K+ apps
Monthly growth of 15.000 apps
Android catching up fast
Q3 2011 shows 350K+ apps
Monthly growth of 20.000 apps
150.000+ Apple iOS developers
Android counting 50.000+ developers

17. Mobile market DNA
Global market figures
Paid apps increasing on Android-market
Paid-share for Apple counting for 65%
$0.99-pricing dominant on Android
Wider prices-spread on Apple
Apple showing a stable price-spread

18. Mobile market DNA
User demographics
Android is having more male users 10 downloads monthly fro both
Android and iOS
iPod Touch has a younger user-base

19. Value to the eco-system
Developers Funders Angels/Seed/VC funds
Get funds and downloads Make CASH returns See proof o concept
Keep 100% of IPR’s Get involved per milestone Validate market relevance
Diversify terms per Get trust through all-or- Get proof of commercial
milestone nothing funding skills of the project team
Get viral online marketing Support AAA Certified
support projects

20. Sales & marketing strategy
An integrated approach
• Developer networks • Digital natvies, mobile
• Crowdsourcing platforms users
• Developer events • 18 to 40 yrs old
• Investor portals • Always connected
Mobile
Funders
Developers
Mobile
Financial
service
partners
providers
• Incubators • Software tools
• Contest organisers • Design tools
• VC/seed funds • …

21. Sales & marketing strategy
An integrated approach
Appsfunder Partner Program: using regional partners
to deploy the products and services locally, based on a
very attractive revenue-share model
Database marketing: active retention marketing
through newsletters, alerts, ….
Event marketing: creating offline visibility at focused
developer events
Social media marketing: leveraging online visibility for
Appsfunder and its app projects on different social
networks through active posting, tweeting, sharing,

22. Our team
Aykut Karaalioglu Neil Sisson Toan Nguyen Pascal De Keyser
Partner USA/Turkey Partner UK & Ireland Associate Director Founder & CEO
Partner France/Hong-Kong/Vietnam
Arpan Desai
Partner India

23. Contact
Pascal De Keyser – Founder
Volkstraat 54 – B-2000 Antwerpen
M: + 32 494 500 404
pascal@appsfunder.com
http://www.appsfunder.com
http://be.linkedin.com/in/pascaldekeyser
http://twitter.com/pascaldekeyser