2. Meet in the Middle Connects
You and Your Friends
HOME
LOCATE ME
3. Meet in the Middle Connects
You and Your Friends
LOCATE ME
LOCATE ME
4. Meet in the Middle Connects
You and Your Friends
LOCATE ME
LOCATE ME
MEET IN THE
MIDDLE
HOME
LOCATE ME
5. Meet in the Middle has Simple and Relevant
Features
RATE
6. There is a Gap in the Competitive Environment
Ambition: Operate in the
same space as
FourSquare but offer
users wider functionality
Niche
Trendy
Meet In The Middle
Bar Chick
DesignMyNight
FourSquare
My Nyte
View London
WeGoOut
YPlan
Traditional
Mainstream
7. There is No One Solution that meets all of the
Consumer Needs
Competitor
Bar Chick
DesignMyNight
FourSquare
My Nyte
View London
WeGoOut
YPlan
Meet in The
Middle
App/Website
Geotargeting
Coverage
Sign-In
Sync location
with other users
Venue
Recommendations
Professional
Reviews
Offers
8. We can form a number of Relevant Partnerships
REVIEWS
BOOKINGS
Meet In The
Middle.
LOCATION
INFORMATION
9. We have a Varied Consumer Base
All Customers
Daily
Budget
Premium
Family
Singleton
Tourist
Occasion
10. Our aim is to Connect with our audience and
Drive Downloads and Sign ups
Own
Outreach
Intercept
Be findable and own space in
key environments our audience
frequent
Reach out to publishers and
bloggers who are discussing
apps
Connect with users in relevant
environments to
deliver our app
Sign up channel
11. We will Build Engagement with our Customers
to Maintain Usage
Service
Social
Connection
Personalised Deals
and Retail Locator
Frictionless
m-payment
Share Rewards
Out-of-app
Experience
Users gain rewards
for sharing the
application and app
elements (places)
with friends.
Users gains points for inapp engagement:
reviewing a place,
connecting with friends,
completing purchases.
SMS Updates
In-app
Experience
Community Rewards
Email Deals
SMS updates when
friends are
active, near or when
a place has new
deals.
Monthly email with
personalised deals and
reviews of new places
and friends’ activity.
12. Three Types of Revenue Stream compliment
our business model to Monetize the app
Sponsored
Locations
Affiliate Model
App Takeover
Partnerships
PAY
Cost-per-Click Model
% Commission of Bill
100% SOV
13. We have a Lean and Nimble Cost Model
Software
Development
Staffing
Advertising
Meet In The
Middle
Partner Costs
14. Meet in the Middle – To Connect People
CUSTOMER SEGMENTS
KEY PARTNERS
CHANNELS
MEET IN THE
MIDDLE
COST STRUCTURE
REVENUE STREAMS
16. Startup Cost
Cost Centre
Value (£)
Comments
Front end developer
£5-10k
Banded costs depending on specific application attributes and to allow
for any unforeseen requirements
Back end developer
£5-10k
Creation of service to allow bars, restaurants etc. to enter in
promotional offers (Banded costs depending on specific application
attributes and to allow for any unforeseen requirements
Visual identity design & UX
£5k
-
Marketing collateral creation
£2k
POS, in-store (restaurant, bar etc) activation, promotional items for
vendors
Web domain purchase
£10
Representative per annum - Purchase domain on godaddy.com
Website design
£100
(landing page only - redirect to app download)
Company registration
£15
UK registration via Companies House online service
Online advertising
£2k
Small social media campaign utilising key social sharing channels (e.g.
Facebook, Twitter, YouTube) to help with click-through downloads and
to build upon core social sharing aspect of application.
TOTAL
£19–29k
17. Fixed Overheads
Cost Centre
Value (£)
Business Development Manager/
Account Handler
£40k (plus potential bonus)
App Developments and Bug Fixes
£5k
Evernote Pro Membership
£38 pa
TOTAL
£86k
18. Brand Architecture
M
M
NO HEADACHE
Facilitating
meet-ups the
easy way
YOUNG
MAINSTREAM
TIME SAVING
EASY
RICH DATA
Personality
Accessibility & Utilities
Main stream, lifestyle focus channels:
Facebook, Twitter, lifestyle/food/venue
bloggers.
Facilitate Buzz and Conversation on Social Channels
Surfacing the app’s utilities by partnering with “event” sites:
e.g. TimeOut, WhosJack, BigNightOut, BrixtonBuzz
Mainstream but innovative media: TimeOut,
HuffingtonPost
19. Meet in the Middle will MAKE MILLIONS!
Thank You!
Editor's Notes
The market is currently populated by a number of brands that are seeking to exploit the opportunity of providing consumers with information that will inform and facilitate their social occasions. - These brands are delivering their solutions via online channels, whether that be website, App or both.The majority of the solutions that are currently available to consumers in market would be classified as Trendy and Niche. These are all predominately App centric products that have been launched and grown organically by existing users advocating them and new users finding them via an Owned communications channel such as Organic Search or PR. As a result they have a comparatively low market penetration, measured in terms of page views or App downloads. By contrast DesignMyNight and View London are positioned much differently. In terms of their appeal, it is much more about their functionality than their perceived trendiness. These brands are not attempting to appeal to their audience on the basis of them knowing the latest, cool venue that has opened, they are much more focused on delivering a comprehensive discovery and review service. As a result they appeal to a far greater mainstream audience, however this is at the expense of having a trendy image.The most similar brand to where we wish to position Meet In The Middle is FourSquare. FourSquare has grown rapidly due to its integration with other platforms such as Facebook and at the same time has managed to maintain a trendy brand attitude. The ambition should be to leverage similar partnerships and integrations to grow our user base to a similar volume, differentiating ourselves by offering greater personalisation of venue recommendations and information / offers for our users to take advantage of.
Once a user has downloaded the application there are 3 services the app provides:Social connection: the ability to connect with friends and organise their day/event. Personalised deals and retail locator: money-off vouchers and place discoveryFrictionless m-payment: easy payment and sharing of bill in the location the user visits with friendsIn-app experiences:In-app engagement will be encouraged via a rewards based system: rewarding app or in-app sharing and activity. Out of app experience:To maintain app usage two tactics will be deployed: Monthly emails with deals, relevant place reviews and updates on friend’s activity.SMS updates when new places have opened nearby or friends are in the area.
