- Dosh is a cash back app that connects users' credit/debit cards to earn cash back on purchases at partner retailers. - It attracts customers looking to save money shopping online and in stores. Users expect to accumulate savings to make extra purchases. - Dosh makes money through affiliate commissions from retailer purchases and by selling anonymized purchase data. This allows users to earn cash back with no fees. - Industries using Dosh effectively include hotels, restaurants, and retailers to increase awareness, loyalty, and desire. Airlines and gas stations could also benefit. CPG and luxury brands may find it less valuable. - Marketing risks include uncertainty around brand acceptance, app functionality, demand, pricing, and data privacy

1. By: Alyssa Mustafa, Heather Lazzaro, Jason Zelamsky, Julia
Burt, Luke Tevlin, and Sami Tenenbaum

2. Agenda:
❏ Dosh Tool
❏ User Profile
❏ Monetization Strategy
❏ Marketing Benefits & Value
❏ Marketing Risks
❏ Conclude

3. What is Dosh?
- Dosh puts money back into the pockets of consumers and businesses alike using breakthrough
technology to eliminate the wasted spend from advertising and most transactions.
- Connect your credit card and debit cards to Dosh cash back app. Use them where offers are
available, book travel with Dosh, and get cash back, auto-magically.
- Founded in 2016, headquarters in Austin, TX
- Launched in April 2017
- Public Beta
- 42,000 followers on Facebook
- Attracts customers who are looking to make money while shopping online and instore, and while
traveling

4. Dosh assures there is
little-to-no risk with
using the app. The
company repeats the
simplicity and
effectiveness of the app
throughout the website.

5. User Profile
Who primarily uses this social media app?
● People who shop online and are looking to save money while doing it
Demographics?
● Financially independent young adults who shop online often
Why do users/subscribers use this tool?
● Consumers who are looking to save money while doing their online and in store shopping
What do they expect from it?
● To accumulate enough money to make a few extra purchases
● To save money as they do their routine shopping

6. Monetization Strategy
How do the owners/developers of the tool make money?
Two main ways:
1. Affiliate Links: When online shopping with Dosh, to earn cash back you need to click the
affiliate link to their partnered, online retailer. Commission earned off users purchase, partial commission
is given as cash back.
2. Market Research: When making offline purchases, Dosh tracks what you spend and where
(similar to Cookies). They sell this information who use the data to tailor their marketing.
Redirection of retailer’s advertising dollars. Retailer → Dosh → User
What does this mean for the user experience?
Potential Privacy Issue: Tracking/Buying/Selling their buying history and information. But… Revenue
doesn’t come from the user, so users are genuinely able to earn and accumulate free cash -- no catch

7. Marketing Benefits/Value
How useful is this tool for marketing?
● Companies raise awareness of their existence by offering discounts/money back
● Increase customer base by offering incentives
Which companies are using it most effectively?
● Hotel companies -travel section on app allows booking straight from Dosh
● Restaurants- both upscale and fast food restaurants
● Local businesses- retail outlets, department stores
● Online stores- e-commerce sites, web services

8. Marketing Benefits/Value
For what purpose (trial, awareness, desire, loyalty etc.)?
● Awareness
● Loyalty
● Desire

9. Marketing Benefits/Value
Which industries are using it most?
● Chain restaurants
● Hotels/Car rentals
● Retail companies
Which industries might benefit the most from using this social media tool?
● Airlines
● Gas stations
Which ones might not find it valuable?
● Consumer Packaged Goods (Coca-Cola, P&G)
● Expensive/Luxury Industries (Automobile/Housing)
● Any B2B industry (Biotech)

10. Marketing Risks
What are the risks involved?
● Marketing Risks Include: Brand, Product, Demand, Price, Reputation, Business, and Sales Risk
Brand Risk: How will Dosh be understood/accepted by consumers as a brand or app?
Product Risk: Risks in developing and releasing a new product.
Demand Risk: Will there be a demand for dosh? Customer preferences vary.
Price Risk: Although a free app, Dosh still requires people to spend money in order to get
cashback.
Business Risk: Business model risks & is it likely to fail?

11. Marketing Risks
Could the examples of failures you provided have been avoided? How?
● Reputation Risk: Understandably, consumers may have hesitation when it comes to newly formed
apps that involve money or providing personal bank information = Hard to avoid
● Dosh has been reviewed multiple times on google, assuring new consumers that the app is safe and
reliable to use.
What do you think we can learn from them?
● Dosh has assured that through the simple and easy-to-use App, money can be saved with ease.
● The company markets themselves as a ‘One of a kind CashBack App’
● Successful in their business model and marketing campaign - and they will continue to grow and
expand.

12. Thank you!
Questions?