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Barcoo Pitch Deck

This document summarizes a business plan for barcoo, a proposed mobile application that allows users to scan product barcodes and access aggregated consumer information about that product. Key points: - barcoo will use machine learning algorithms to enable mobile phones to recognize 1D barcodes, providing product information like price comparisons, reviews, recipes, and shopping links. - The target market is German smartphone users, focusing initially on early adopter groups. Revenue will come from mobile advertising and shopping commissions. - The founders have experience developing mobile technologies and business strategies. An advisory board will provide support. - An initial funding of €80,000 is requested to launch the beta in early 2009, with break-even

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Business Plan –July 1st2008 Contact: Benjamin Thym Email: benjamin.thym@barcoo.de
2 barcoo_business_plan_01072008.ppt •Direct linksto product in mobile online shops (e.g. Amazon, eBay, Otto, Jamba/ Nokia Music Shop, Quelle) •Mash-upstrategy, no product databases required barcoo connects real world objects with consumer information from the internet User is scanning product barcode Context sensitive advertisement Product information is displayed Link to mobile internet shops •USP: Unique 1D barcode scanner with a potentially high market share •2D barcode scanning already very popular in Japan •Physical world connection through 1D barcodes with majority of products possible •Strong growth of market volume with mobile advertisement (9.5 Billion US$ 2011¹) •User is involved in a buying decision High revenues because scanned product is known •Aggregation of relevant information for each product category: -Price comparison -Product reviews -Eco & organic information -Allergy information -Recipes -Nearest shop -Accessories/ substitute 1.Source: EJL Wireless Research/ Financial Times Deutschland 2007 And more
3 barcoo_business_plan_01072008.ppt Management Summary –barcoo barcoo aims to use standard 1D barcodes to provide product and market transparency on everybody's mobile phone Product •Free barcode scanner for mobile phones to access consumer information (e.g. price comparison, eco & organic information) •Highly user-friendly •Launch 01.01.2009 •Revenue by context sensitive mobile advertisement& shopping commission Market •Overview -Accelerated growth for mobile advertisement expected -Growing with mobile internet flat rates •Marketing -Start in Germany -Medium-term target group: young online shoppers •No direct competitor -Advanced 1D technology -Most comprehensive service Team •Three founders working full timeon project since 11/2007 •Competencies in technologyand commerce •Eight years of successful teamwork in a business context •barcoo is supported by an experienced advisory board •Part of the Humboldt University Innovations network Technology •Unique 1D barcode scannerfor wide spread mobile phone models in the European market •High barcode recognition rate through state-of-the- art machine learningand pattern recognition algorithms •Significant technological advantage compared to potential competitors Finance •230 T€capital requirement •First funding (for next 7 months): 80 T€ •Break-even: estimated 4th quarter 2009 •High revenueswith growing mobile internet usage
4 barcoo_business_plan_01072008.ppt Beta version is used to seek funding and partnerships – further work on product needed Current tasks •Seeking funding •Building strategic partnerships •Porting 1D technology to J2ME Ready to show beta version including •Mobile phone based barcode recognition •barcoo server application •Mash-up data Company •Not yet incorporated •Based in Berlin, Germany Projected launch: 01.01.2009 barcoo result page after scanning a book (Used phone: K770i)¹ 1. Recognition is already working on mobile phones supporting JSR 234
5 barcoo_business_plan_01072008.ppt Agenda Product Analysis Team
6 barcoo_business_plan_01072008.ppt barcoo provides direct product information and mobile shopping for consumers Mobile scanning of products² to display existing and independent consumer information on mobile phones •Price comparison •Product reviews •Eco & organic information •Allergy information •Nearest shop •Recipes •Accessories/ substitutes •Transparency for market and product •Direct shopping possibility in known internet shops Mashup¹ Buy¹ And more 1.Partner programs for shopping and product information via web services mostly available for free 2.Start with product categories: Consumer electronics, DVD/ CD, books–after 10/2009 food, drugstore products, DIY
7 barcoo_business_plan_01072008.ppt Scanning of existing 1D barcodes is universal and user- friendly •1D barcodesexist on almost every product •Product information via mobile internet •1D barcode allows for information independent from manufacturer– 2D barcodes¹are mainly used for advertisement •No manual typing ofbarcode numbers needed (but possible as backup) •Good User Experience •Users are preparedfor barcode scanning by a increasing 2D barcode usage Link reality with internet through 1D barcodes Highly user-friendly by barcode scanning 1.2D barcodes are developed for mobile applications, therefore recognition is simpler Internet
8 barcoo_business_plan_01072008.ppt •Direct linksto product in mobile online shops (eBay, Otto, Jamba, Nokia Music Shop¹, Quelle) •Commissionfrom 5% per purchase, from 0.10 €per bid or from 6 €per order •Inclusion of more shopsas soon as mobile versions available Revenues from context sensitive advertisement and shopping commissions –also campaigns and LBS later Mobile context sensitive advertisement •Display of context sensitive advertisementafter request while aggregating results(entire screen) •Context sensitive advertisement on result page 1.No affiliate program yet Shopping commissions •Marketing campaignsfor manufactures e.g. “Scan all 3 new flavors and you get a free ring tone“ •Location based advertisementby local partners (cinemas, shops and events) •User base necessary, therefore start in Q3 2009planned Later campaigns and location based services
9 barcoo_business_plan_01072008.ppt Agenda Product Analysis Team
10 barcoo_business_plan_01072008.ppt •Accelerated growth with cheaper mobile internet flat rates •“mobile will be a larger business than the PC-Web “3 High revenues with mobile advertisement expected – Medium-term target group young online shoppers Strong growth with mobile advertisement expected Target group: Young online shoppers, expecting market transparency •One third of Germans informthemselves on the internet before buying expensive products² •Mainly use price comparison and product reviews² Mid-term Target group: young online shoppers (age of 15 -40) willing and able to install applicationson mobile phone - further specification according market segments Billion US$ Predicted world market volume with mobile advertisement¹ 1.Source: EJL Wireless Research/ Financial Times Deutschland 2007 2.Source: Study of Gesellschaft für Konsumforschung 2007 3.Source: Google CEO Eric Schmidt, 27.05.2008 in the FAZ 1,8535,29,502468102008200920102011
11 barcoo_business_plan_01072008.ppt 5 market segments will be focused on in 2009 and 2010 0 T€ 100 T€ 0 T€ 100 T€ 0 T€ 100 T€ 0 T€ 100 T€ Spontaneous shopper Bored high school student Spontaneous recipe user Eco consumer Film freak Age Gender Annual income Characteristics Self-determined, is used to high market transparency, interested in new technology Wants to impress the clique, open to new “toys“ Loves spontaneity, open to new things Strong ecological awareness, expects high market transparency, distrustful Interested in films and likes new technology Dominating information categories -Price comparison -Product reviews -Recipe suggestions -Eco information -Background information -Recipe suggestions -Nutritional value -Label explanation -Information on ingredients -Allergy information -Actors/ directors -Critiques -Summaries Amount of users 2009: 28,000 2010: 57,000 2009: 3,000 2010: 34,000 2009: 0 2010: 11,000 2009: 0 2010: 6,000 2009: 3,000 2010: 6,000 15 50 15 50 15 50 15 50 15 50 m f m f m f m f m f 0 T€ 100 T€
12 barcoo_business_plan_01072008.ppt Focus on viral marketing –first winning the multipliers Nov Oct Dec Jan Feb Mar Apr May Jun Jul Aug Classical marketing •Press releases (e.g. in tech magazines) •Keyword placement in search engines Viral marketing •Semi-public beta phase •Barcoo-Blog und support of other bloggers •Affiliate programs with partners •Users create users (Reward) •Amateur video series on YouTube Marketing plan 2008/2009 Go-live Continuous performance control
13 barcoo_business_plan_01072008.ppt barcoo differs from competitors in completeness of information and 1D barcode scanner Legend: + Supportedo No productive service available/ announced (research project, etc.) CompetitorAndroid ScanAmazon.jpBaTooCamClicGravitecScanbuyGoogle zXingThrrumBeeTaggBilliger.deGuenstiger.deFrucallciao.comdooyoo.deessen & trinkenhFood ++(2)++++ (1)(2)+ ++++(3)+ o+oo+++++ oooo+++++++ oo++++++ o+o++++++ + o++ ooo+++ o+o+++++++++++Tbd.+ ++++++++++ oo+ ++++++ (2) Barcode recognition works only with extra lens mounted on mobile phone(3) Use of picture of book cover instead of barcode1D scanner (high end mobile phones) 1D scanner (low end mobile phones) 2D scannerInput of EAN-13 possibleLocation based services (e.g. nearest shop) German marketOffers independant informationPrice comparisonAllergy informationEco information(1) Standard mobile phones in Japan have better optics1D barcode2D barcodePrice comparison/ product information barcoo B2B focusedBackground information (e.g. recipes) Comparison of barcoo and main competitorsUser reviewsFree for end user (not including cost of internet)
barcoo_business_plan_01072008.ppt 14 Break-even expected in 4th quarter 2009 – 10 months after go-live -100 0 100 200 Q2/08 Q3/08 Q4/08 Q1/09 Q2/09 Q3/09 Q4/09 Q1/10 Q2/10 Q3/10 Q4/10 T€ Revenue Profit Planned revenue und profit Go-live ca. 150,000 users Detailled derivation of user numbers, revenues and costs in appendix
barcoo_business_plan_01072008.ppt 15 230 T€ funding planned in 2 steps Capital requirement 230 T€ funding Quarterly capital requirement 38 37 56 43 28 1 -100 0 100 200 300 Q3/08 Q4/08 Q1/09 Q2/09 Q3/09 Q4/09 T€ 80 T€ 150 T€ Go-Live
16 barcoo_business_plan_01072008.ppt Long-term strategy is based on extension of service – Integration of additional partners is intended barcoo extensions Location Based Services •Show cheaper or better product in near-by stores •Mobile coupons (e.g. rebate for movie after scanning DVD of same genre) Development and integration of community functions •Website: profiles, scan history, adding product information (Wiki-like principle) •Mobile micro blogger (cp. Twitter, Plazes or flirt features) 2D barcodes/ Image recognition/ RFID •Additional barcode standards: support for 2D barcodes (all-in-one reader) •Recognition of logos, titles, RFIDs in case barcode not available Integration of retailer/ manufacturer information •Retailers and manufactures can provide content (clearly separated) •Special marketing campaigns for manufactures and retailers Product chat •Real time communication with other users with same interest •Mobile or internet based possibility for questions and answers Priority concerning content
17 barcoo_business_plan_01072008.ppt Agenda Product Analysis Team
18 barcoo_business_plan_01072008.ppt Team with years of shared business experience and good competency mixture Martin Scheerer Benjamin Thym Tobias Bräuer •Developing software successfully togethersince 1999 •Competencies in technologyand commerce •1,5 years trainee in Future Studies Section, European Space Agency •3 years strategic IT- consultant •1st place world championship Robocup Rescue Simulation barcoo is supported by an experienced advisory boardand part of the Humboldt UniversityInnovations network
19 barcoo_business_plan_01072008.ppt Appendix
20 barcoo_business_plan_01072008.ppt Barcode scanner based on machine learning –increased training improves recognition rate Machine learning (central) Barcode recognition on mobile phone Aggregation and processing of information •Training databasewith several thousand sample barcodes •Learning of pattern recognition -Statistical initialization -Improvement by training iterations •Barcode classifierin J2ME •Developed, migration to J2ME needed •Optimized preprocessing •Segmentation •Barcode classification •Confidence analysis(e.g. check sum) •Identified barcode •Prototypedeveloped •Processing of mash-up data (e.g. Wikipedia, Ebay) •Display in mobile browseron mobile phone •Consumer information •3 web servicesimplemented Status Result Method
21 barcoo_business_plan_01072008.ppt 1D barcodes currently not recognized by mobile phones – machine learning algorithm enables recognition •Fine bars of a 1D barcodes •Low-cost opticsof mobile phone cameras¹ •Programming interfacescan not access advanced functionality (e.g. macro-und auto focus mode)² •Preprocessing -Histogram normalization -Use of Landweber method for inverse point spread function -Segmentation and region of interest detection •Machine learning -Database of many sample images is used to train the classifier -Classifier is deployed to the mobile phone -Trained classifier is used to recognize barcode images -Classifier generalizes and can decode any valid code, even if was not stored in training database Technical challenge: blurry images Solution by machine learning 1.Japanese mobile phones often come with a specialized macro lens 2.Solutions for some systems (e.g. Symbian, J2ME JSR 234) with low market share exist. barcoo expects that JSR 234 will not have asignificant market share in the next years. Central with many sample images Backup
22 barcoo_business_plan_01072008.ppt Target group oriented design
23 barcoo_business_plan_01072008.ppt Patent situation investigated –scanning of barcodes in Europe not patentable Many existing services Price comparison, product reviews •Many services in Europe •Trivialbusiness model Barcode scanner •Pure software patent in Europe not enforceable, because contains no “further technical effect”¹ •Already 11 different standards in 2D domain with more than 20 service providers Check of accepted/ pending patents Acceptedpatents •EP0645728B1 •EP0856812B1 •US7237721 •US6687345 Pending patents •WO9949640A1 •WO2005017812 •US20060138237A1 Declinedpatents •WO05122021A1 •GB02383231A1 Research was supported by (professional IP management) 1.Source: European Patent Office ("a program for a computer is not patentable if it does not have the potential to cause a "further technical effect" which must go beyond the inherent technical interactions between hardware and software")
24 barcoo_business_plan_01072008.ppt Profit and loss statement (projected) Note: Expenses excl. VAT –figures in T€ QuarterQ1Q2Q3Q4Q1Q2Q3Q4Q1Q2Q3Q4Q1Q2Q3Q4Turnover (Σ)1274980107130157184223252288326Other incomeOperating income00001274980107130157184223252288326- Purchases (Σ) - Personnel costs (Σ)92727273646385676697171787171Salaries61919192633274054495050565050Payroll deductions38881013111622202020222020Voluntary services- Write downs- Interest expenses- Other operating expenses (Σ)21110292026324243475260586266Rent11111122222222Electricity, gas, waterInsurance fees1111111111111Office suppliesPhone, fax, internet11111122222222PostageLeasing chargeMotor vehiclesPublicity113810141417192121212323Travelling, advertising expenses123333355555555Legal advices and consultancy11311131113111Other cost62758111716182127273033Operating costs01138375656717098119116123131136133137Operating profit0-11-38-37-55-29-2210911416193117155189Public benefits (Σ)0000000000000000Investment subsidyBenefitsTaxes on profit0000000000000364858Result after tax0-11-38-37-55-29-2210911416193811071312008200920102011
25 barcoo_business_plan_01072008.ppt Income (projected) QuarterQ1Q2Q3Q4Q1Q2Q3Q4Q1Q2Q3Q412749801071301571842232522883260224265891081301521852092382700234456789111213581113161822252932000112223344000223445678Assumptions: - Scan rate of power user/ month2015%share- Scan rate of normal user/ month230%share- Scan rate of non user/ month0.0855%share-> Average scans per month3.6- Revenues per full screen ad0.10 €(corresponds to CPT of 100€) - Average cost per click0.30 € - Click rate mobile internet 20092.0%(Source: O2 2007: 5-7%, T-Mobile 2007: 2-3%) - Click rate mobile internet 2010/111.5%(Convergence with click rate of 'traditional' internet) - Conversion for shopping links1.6% - Average shopping commission0.75 € - Click rate 'traditional' internet0.2%(Source: AdTech 2007) - Share of users using the community page30.0% - Hits on community page per community user/ month20- Average payment per click on community pages0.48 € - Possibility to offer location based services8.0% - Conversion location based services5.0% - Revenue per location based service0.70 € Location based services (e.g. mobile coupons) Full screen advertisement after request sentAdvertisement on result pageShopping commissionsAdvertisement on barcoo community pages 200920102011Income (in T€) 1575791,090
26 barcoo_business_plan_01072008.ppt Marketing costs (projected) QuarterQ1Q2Q3Q4Q1Q2Q3Q4Q1Q2Q3Q4138101414171921212123232335355555552333355555552115791012141616171819222334566771244556666669- T-shirt for super users (> 1,000 scans)11233454556Assumptions: - Not including direct personal costs- Not including VAT- Average costs per click0.50 € - Key word placements per month400- Average clicks per day and key word8- Reward for each new active user (affiliate)2 € - Reward for each new active user payment in amazon vouchers (minimum 10€) 2 € 0.00- Word-of-mouth advertising0.00- Users create users (reward)2.00- Amateur video series on YouTube3.75- Support bloggers with information0.00- Affiliate programs with partners2.00Viral marketing0- Semi-public beta phase0.00- Marketing by providers and content portals0.00- Marketing support for founders (synergie-effekt.net)0.00- Press releases (esp. tech magazines)Keyword placements in search engines3.280.55in € Classical marketing0Marketing costs (in T€) 457088200920102011Costs/ new user
27 barcoo_business_plan_01072008.ppt User numbers (projected) QuarterQ1Q2Q3Q4Q1Q2Q3Q4Q1Q2Q3Q46,88025,11339,01359,69980,57798,611118,900140,052168,859191,507218,255247,81310,85632,45450,85468,87588,153109,242128,688157,495180,291205,816233,763266,9363161,4832,6184,0365,7987,1098,72010,19112,35114,22316,16318,340Assumptions: - Loss of users due to change of mobile phone: 50%2.1%per month- Loss of users due to uninstallation per month0.5% QuarterQ1Q2Q3Q4Q1Q2Q3Q4Q1Q2Q3Q411,07323,08021,01822,05725,07628,19828,16738,99835,14639,74844,11051,5137,41016,76013,66011,66011,66012,1409,04017,0409,04011,04011,94015,9406,00014,00010,0008,0008,0008,0004,00012,0004,0006,0006,00010,0009609609609609601,4401,4401,4401,4401,4401,4401,4404501,8002,7002,7002,7002,7003,6003,6003,6003,6004,5004,500Viral marketing3,6636,3207,35810,39713,41616,05819,12721,95826,10628,70832,17035,573- Semi-public beta phase000000000000- Support bloggers with information550300300300300300300300300300300300- Affiliate programs with partners1509001,0501,2001,3501,6501,9502,5503,0003,0003,3003,300- Users create users (reward)6001,2001,8002,1002,4002,7003,0003,0003,0003,0003,0003,000- Amateur video series on YouTube1,2001,20000000000001,1632,7204,2086,7979,36611,40813,87716,10819,80622,40825,57028,973Assumptions: - Conversion of visitors via press releases20% - Key word placements per month400- Average clicks per day and key word8- Click conversion15% - Coverage per video episode20,000- Conversion video series3.0% 4.0%- Snowball effect by public mobile usage- Word-of-mouth advertisingClassical marketing- Press releases (esp. tech magazines) - Keyword placements in search engines- Marketing by providers and content portalsNew users77,227120,439170,517200920102011Sum of users (end of period value) Loss of users200920102011Sum of users (period average)

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Barcoo Pitch Deck

  • 1.
    Business Plan –July1st2008 Contact: Benjamin Thym Email: benjamin.thym@barcoo.de
  • 2.
    2 barcoo_business_plan_01072008.ppt •Directlinksto product in mobile online shops (e.g. Amazon, eBay, Otto, Jamba/ Nokia Music Shop, Quelle) •Mash-upstrategy, no product databases required barcoo connects real world objects with consumer information from the internet User is scanning product barcode Context sensitive advertisement Product information is displayed Link to mobile internet shops •USP: Unique 1D barcode scanner with a potentially high market share •2D barcode scanning already very popular in Japan •Physical world connection through 1D barcodes with majority of products possible •Strong growth of market volume with mobile advertisement (9.5 Billion US$ 2011¹) •User is involved in a buying decision High revenues because scanned product is known •Aggregation of relevant information for each product category: -Price comparison -Product reviews -Eco & organic information -Allergy information -Recipes -Nearest shop -Accessories/ substitute 1.Source: EJL Wireless Research/ Financial Times Deutschland 2007 And more
  • 3.
    3 barcoo_business_plan_01072008.ppt ManagementSummary –barcoo barcoo aims to use standard 1D barcodes to provide product and market transparency on everybody's mobile phone Product •Free barcode scanner for mobile phones to access consumer information (e.g. price comparison, eco & organic information) •Highly user-friendly •Launch 01.01.2009 •Revenue by context sensitive mobile advertisement& shopping commission Market •Overview -Accelerated growth for mobile advertisement expected -Growing with mobile internet flat rates •Marketing -Start in Germany -Medium-term target group: young online shoppers •No direct competitor -Advanced 1D technology -Most comprehensive service Team •Three founders working full timeon project since 11/2007 •Competencies in technologyand commerce •Eight years of successful teamwork in a business context •barcoo is supported by an experienced advisory board •Part of the Humboldt University Innovations network Technology •Unique 1D barcode scannerfor wide spread mobile phone models in the European market •High barcode recognition rate through state-of-the- art machine learningand pattern recognition algorithms •Significant technological advantage compared to potential competitors Finance •230 T€capital requirement •First funding (for next 7 months): 80 T€ •Break-even: estimated 4th quarter 2009 •High revenueswith growing mobile internet usage
  • 4.
    4 barcoo_business_plan_01072008.ppt Betaversion is used to seek funding and partnerships – further work on product needed Current tasks •Seeking funding •Building strategic partnerships •Porting 1D technology to J2ME Ready to show beta version including •Mobile phone based barcode recognition •barcoo server application •Mash-up data Company •Not yet incorporated •Based in Berlin, Germany Projected launch: 01.01.2009 barcoo result page after scanning a book (Used phone: K770i)¹ 1. Recognition is already working on mobile phones supporting JSR 234
  • 5.
  • 6.
    6 barcoo_business_plan_01072008.ppt barcooprovides direct product information and mobile shopping for consumers Mobile scanning of products² to display existing and independent consumer information on mobile phones •Price comparison •Product reviews •Eco & organic information •Allergy information •Nearest shop •Recipes •Accessories/ substitutes •Transparency for market and product •Direct shopping possibility in known internet shops Mashup¹ Buy¹ And more 1.Partner programs for shopping and product information via web services mostly available for free 2.Start with product categories: Consumer electronics, DVD/ CD, books–after 10/2009 food, drugstore products, DIY
  • 7.
    7 barcoo_business_plan_01072008.ppt Scanningof existing 1D barcodes is universal and user- friendly •1D barcodesexist on almost every product •Product information via mobile internet •1D barcode allows for information independent from manufacturer– 2D barcodes¹are mainly used for advertisement •No manual typing ofbarcode numbers needed (but possible as backup) •Good User Experience •Users are preparedfor barcode scanning by a increasing 2D barcode usage Link reality with internet through 1D barcodes Highly user-friendly by barcode scanning 1.2D barcodes are developed for mobile applications, therefore recognition is simpler Internet
  • 8.
    8 barcoo_business_plan_01072008.ppt •Directlinksto product in mobile online shops (eBay, Otto, Jamba, Nokia Music Shop¹, Quelle) •Commissionfrom 5% per purchase, from 0.10 €per bid or from 6 €per order •Inclusion of more shopsas soon as mobile versions available Revenues from context sensitive advertisement and shopping commissions –also campaigns and LBS later Mobile context sensitive advertisement •Display of context sensitive advertisementafter request while aggregating results(entire screen) •Context sensitive advertisement on result page 1.No affiliate program yet Shopping commissions •Marketing campaignsfor manufactures e.g. “Scan all 3 new flavors and you get a free ring tone“ •Location based advertisementby local partners (cinemas, shops and events) •User base necessary, therefore start in Q3 2009planned Later campaigns and location based services
  • 9.
  • 10.
    10 barcoo_business_plan_01072008.ppt •Acceleratedgrowth with cheaper mobile internet flat rates •“mobile will be a larger business than the PC-Web “3 High revenues with mobile advertisement expected – Medium-term target group young online shoppers Strong growth with mobile advertisement expected Target group: Young online shoppers, expecting market transparency •One third of Germans informthemselves on the internet before buying expensive products² •Mainly use price comparison and product reviews² Mid-term Target group: young online shoppers (age of 15 -40) willing and able to install applicationson mobile phone - further specification according market segments Billion US$ Predicted world market volume with mobile advertisement¹ 1.Source: EJL Wireless Research/ Financial Times Deutschland 2007 2.Source: Study of Gesellschaft für Konsumforschung 2007 3.Source: Google CEO Eric Schmidt, 27.05.2008 in the FAZ 1,8535,29,502468102008200920102011
  • 11.
    11 barcoo_business_plan_01072008.ppt 5market segments will be focused on in 2009 and 2010 0 T€ 100 T€ 0 T€ 100 T€ 0 T€ 100 T€ 0 T€ 100 T€ Spontaneous shopper Bored high school student Spontaneous recipe user Eco consumer Film freak Age Gender Annual income Characteristics Self-determined, is used to high market transparency, interested in new technology Wants to impress the clique, open to new “toys“ Loves spontaneity, open to new things Strong ecological awareness, expects high market transparency, distrustful Interested in films and likes new technology Dominating information categories -Price comparison -Product reviews -Recipe suggestions -Eco information -Background information -Recipe suggestions -Nutritional value -Label explanation -Information on ingredients -Allergy information -Actors/ directors -Critiques -Summaries Amount of users 2009: 28,000 2010: 57,000 2009: 3,000 2010: 34,000 2009: 0 2010: 11,000 2009: 0 2010: 6,000 2009: 3,000 2010: 6,000 15 50 15 50 15 50 15 50 15 50 m f m f m f m f m f 0 T€ 100 T€
  • 12.
    12 barcoo_business_plan_01072008.ppt Focuson viral marketing –first winning the multipliers Nov Oct Dec Jan Feb Mar Apr May Jun Jul Aug Classical marketing •Press releases (e.g. in tech magazines) •Keyword placement in search engines Viral marketing •Semi-public beta phase •Barcoo-Blog und support of other bloggers •Affiliate programs with partners •Users create users (Reward) •Amateur video series on YouTube Marketing plan 2008/2009 Go-live Continuous performance control
  • 13.
    13 barcoo_business_plan_01072008.ppt barcoodiffers from competitors in completeness of information and 1D barcode scanner Legend: + Supportedo No productive service available/ announced (research project, etc.) CompetitorAndroid ScanAmazon.jpBaTooCamClicGravitecScanbuyGoogle zXingThrrumBeeTaggBilliger.deGuenstiger.deFrucallciao.comdooyoo.deessen & trinkenhFood ++(2)++++ (1)(2)+ ++++(3)+ o+oo+++++ oooo+++++++ oo++++++ o+o++++++ + o++ ooo+++ o+o+++++++++++Tbd.+ ++++++++++ oo+ ++++++ (2) Barcode recognition works only with extra lens mounted on mobile phone(3) Use of picture of book cover instead of barcode1D scanner (high end mobile phones) 1D scanner (low end mobile phones) 2D scannerInput of EAN-13 possibleLocation based services (e.g. nearest shop) German marketOffers independant informationPrice comparisonAllergy informationEco information(1) Standard mobile phones in Japan have better optics1D barcode2D barcodePrice comparison/ product information barcoo B2B focusedBackground information (e.g. recipes) Comparison of barcoo and main competitorsUser reviewsFree for end user (not including cost of internet)
  • 14.
    barcoo_business_plan_01072008.ppt 14 Break-evenexpected in 4th quarter 2009 – 10 months after go-live -100 0 100 200 Q2/08 Q3/08 Q4/08 Q1/09 Q2/09 Q3/09 Q4/09 Q1/10 Q2/10 Q3/10 Q4/10 T€ Revenue Profit Planned revenue und profit Go-live ca. 150,000 users Detailled derivation of user numbers, revenues and costs in appendix
  • 15.
    barcoo_business_plan_01072008.ppt 15 230T€ funding planned in 2 steps Capital requirement 230 T€ funding Quarterly capital requirement 38 37 56 43 28 1 -100 0 100 200 300 Q3/08 Q4/08 Q1/09 Q2/09 Q3/09 Q4/09 T€ 80 T€ 150 T€ Go-Live
  • 16.
    16 barcoo_business_plan_01072008.ppt Long-termstrategy is based on extension of service – Integration of additional partners is intended barcoo extensions Location Based Services •Show cheaper or better product in near-by stores •Mobile coupons (e.g. rebate for movie after scanning DVD of same genre) Development and integration of community functions •Website: profiles, scan history, adding product information (Wiki-like principle) •Mobile micro blogger (cp. Twitter, Plazes or flirt features) 2D barcodes/ Image recognition/ RFID •Additional barcode standards: support for 2D barcodes (all-in-one reader) •Recognition of logos, titles, RFIDs in case barcode not available Integration of retailer/ manufacturer information •Retailers and manufactures can provide content (clearly separated) •Special marketing campaigns for manufactures and retailers Product chat •Real time communication with other users with same interest •Mobile or internet based possibility for questions and answers Priority concerning content
  • 17.
  • 18.
    18 barcoo_business_plan_01072008.ppt Teamwith years of shared business experience and good competency mixture Martin Scheerer Benjamin Thym Tobias Bräuer •Developing software successfully togethersince 1999 •Competencies in technologyand commerce •1,5 years trainee in Future Studies Section, European Space Agency •3 years strategic IT- consultant •1st place world championship Robocup Rescue Simulation barcoo is supported by an experienced advisory boardand part of the Humboldt UniversityInnovations network
  • 19.
  • 20.
    20 barcoo_business_plan_01072008.ppt Barcodescanner based on machine learning –increased training improves recognition rate Machine learning (central) Barcode recognition on mobile phone Aggregation and processing of information •Training databasewith several thousand sample barcodes •Learning of pattern recognition -Statistical initialization -Improvement by training iterations •Barcode classifierin J2ME •Developed, migration to J2ME needed •Optimized preprocessing •Segmentation •Barcode classification •Confidence analysis(e.g. check sum) •Identified barcode •Prototypedeveloped •Processing of mash-up data (e.g. Wikipedia, Ebay) •Display in mobile browseron mobile phone •Consumer information •3 web servicesimplemented Status Result Method
  • 21.
    21 barcoo_business_plan_01072008.ppt 1Dbarcodes currently not recognized by mobile phones – machine learning algorithm enables recognition •Fine bars of a 1D barcodes •Low-cost opticsof mobile phone cameras¹ •Programming interfacescan not access advanced functionality (e.g. macro-und auto focus mode)² •Preprocessing -Histogram normalization -Use of Landweber method for inverse point spread function -Segmentation and region of interest detection •Machine learning -Database of many sample images is used to train the classifier -Classifier is deployed to the mobile phone -Trained classifier is used to recognize barcode images -Classifier generalizes and can decode any valid code, even if was not stored in training database Technical challenge: blurry images Solution by machine learning 1.Japanese mobile phones often come with a specialized macro lens 2.Solutions for some systems (e.g. Symbian, J2ME JSR 234) with low market share exist. barcoo expects that JSR 234 will not have asignificant market share in the next years. Central with many sample images Backup
  • 22.
  • 23.
    23 barcoo_business_plan_01072008.ppt Patentsituation investigated –scanning of barcodes in Europe not patentable Many existing services Price comparison, product reviews •Many services in Europe •Trivialbusiness model Barcode scanner •Pure software patent in Europe not enforceable, because contains no “further technical effect”¹ •Already 11 different standards in 2D domain with more than 20 service providers Check of accepted/ pending patents Acceptedpatents •EP0645728B1 •EP0856812B1 •US7237721 •US6687345 Pending patents •WO9949640A1 •WO2005017812 •US20060138237A1 Declinedpatents •WO05122021A1 •GB02383231A1 Research was supported by (professional IP management) 1.Source: European Patent Office ("a program for a computer is not patentable if it does not have the potential to cause a "further technical effect" which must go beyond the inherent technical interactions between hardware and software")
  • 24.
    24 barcoo_business_plan_01072008.ppt Profitand loss statement (projected) Note: Expenses excl. VAT –figures in T€ QuarterQ1Q2Q3Q4Q1Q2Q3Q4Q1Q2Q3Q4Q1Q2Q3Q4Turnover (Σ)1274980107130157184223252288326Other incomeOperating income00001274980107130157184223252288326- Purchases (Σ) - Personnel costs (Σ)92727273646385676697171787171Salaries61919192633274054495050565050Payroll deductions38881013111622202020222020Voluntary services- Write downs- Interest expenses- Other operating expenses (Σ)21110292026324243475260586266Rent11111122222222Electricity, gas, waterInsurance fees1111111111111Office suppliesPhone, fax, internet11111122222222PostageLeasing chargeMotor vehiclesPublicity113810141417192121212323Travelling, advertising expenses123333355555555Legal advices and consultancy11311131113111Other cost62758111716182127273033Operating costs01138375656717098119116123131136133137Operating profit0-11-38-37-55-29-2210911416193117155189Public benefits (Σ)0000000000000000Investment subsidyBenefitsTaxes on profit0000000000000364858Result after tax0-11-38-37-55-29-2210911416193811071312008200920102011
  • 25.
    25 barcoo_business_plan_01072008.ppt Income(projected) QuarterQ1Q2Q3Q4Q1Q2Q3Q4Q1Q2Q3Q412749801071301571842232522883260224265891081301521852092382700234456789111213581113161822252932000112223344000223445678Assumptions: - Scan rate of power user/ month2015%share- Scan rate of normal user/ month230%share- Scan rate of non user/ month0.0855%share-> Average scans per month3.6- Revenues per full screen ad0.10 €(corresponds to CPT of 100€) - Average cost per click0.30 € - Click rate mobile internet 20092.0%(Source: O2 2007: 5-7%, T-Mobile 2007: 2-3%) - Click rate mobile internet 2010/111.5%(Convergence with click rate of 'traditional' internet) - Conversion for shopping links1.6% - Average shopping commission0.75 € - Click rate 'traditional' internet0.2%(Source: AdTech 2007) - Share of users using the community page30.0% - Hits on community page per community user/ month20- Average payment per click on community pages0.48 € - Possibility to offer location based services8.0% - Conversion location based services5.0% - Revenue per location based service0.70 € Location based services (e.g. mobile coupons) Full screen advertisement after request sentAdvertisement on result pageShopping commissionsAdvertisement on barcoo community pages 200920102011Income (in T€) 1575791,090
  • 26.
    26 barcoo_business_plan_01072008.ppt Marketingcosts (projected) QuarterQ1Q2Q3Q4Q1Q2Q3Q4Q1Q2Q3Q4138101414171921212123232335355555552333355555552115791012141616171819222334566771244556666669- T-shirt for super users (> 1,000 scans)11233454556Assumptions: - Not including direct personal costs- Not including VAT- Average costs per click0.50 € - Key word placements per month400- Average clicks per day and key word8- Reward for each new active user (affiliate)2 € - Reward for each new active user payment in amazon vouchers (minimum 10€) 2 € 0.00- Word-of-mouth advertising0.00- Users create users (reward)2.00- Amateur video series on YouTube3.75- Support bloggers with information0.00- Affiliate programs with partners2.00Viral marketing0- Semi-public beta phase0.00- Marketing by providers and content portals0.00- Marketing support for founders (synergie-effekt.net)0.00- Press releases (esp. tech magazines)Keyword placements in search engines3.280.55in € Classical marketing0Marketing costs (in T€) 457088200920102011Costs/ new user
  • 27.
    27 barcoo_business_plan_01072008.ppt Usernumbers (projected) QuarterQ1Q2Q3Q4Q1Q2Q3Q4Q1Q2Q3Q46,88025,11339,01359,69980,57798,611118,900140,052168,859191,507218,255247,81310,85632,45450,85468,87588,153109,242128,688157,495180,291205,816233,763266,9363161,4832,6184,0365,7987,1098,72010,19112,35114,22316,16318,340Assumptions: - Loss of users due to change of mobile phone: 50%2.1%per month- Loss of users due to uninstallation per month0.5% QuarterQ1Q2Q3Q4Q1Q2Q3Q4Q1Q2Q3Q411,07323,08021,01822,05725,07628,19828,16738,99835,14639,74844,11051,5137,41016,76013,66011,66011,66012,1409,04017,0409,04011,04011,94015,9406,00014,00010,0008,0008,0008,0004,00012,0004,0006,0006,00010,0009609609609609601,4401,4401,4401,4401,4401,4401,4404501,8002,7002,7002,7002,7003,6003,6003,6003,6004,5004,500Viral marketing3,6636,3207,35810,39713,41616,05819,12721,95826,10628,70832,17035,573- Semi-public beta phase000000000000- Support bloggers with information550300300300300300300300300300300300- Affiliate programs with partners1509001,0501,2001,3501,6501,9502,5503,0003,0003,3003,300- Users create users (reward)6001,2001,8002,1002,4002,7003,0003,0003,0003,0003,0003,000- Amateur video series on YouTube1,2001,20000000000001,1632,7204,2086,7979,36611,40813,87716,10819,80622,40825,57028,973Assumptions: - Conversion of visitors via press releases20% - Key word placements per month400- Average clicks per day and key word8- Click conversion15% - Coverage per video episode20,000- Conversion video series3.0% 4.0%- Snowball effect by public mobile usage- Word-of-mouth advertisingClassical marketing- Press releases (esp. tech magazines) - Keyword placements in search engines- Marketing by providers and content portalsNew users77,227120,439170,517200920102011Sum of users (end of period value) Loss of users200920102011Sum of users (period average)