This document summarizes a company's mission to help consumers save money on groceries through a mobile app that shares and compares prices. Key points include: - The average family spends $10,000 per year on groceries, a large market with little price transparency for consumers. - The company has experience building shopping apps and wants to launch a new app called Grocery Exchange that allows price sharing, smart shopping plans, and displays local store prices. - Proprietary image recognition technology will allow the app to collect store prices from shelf labels to provide the most up-to-date local price information.

1. Share and compare
tim.sears@pingwell.com
September, 2013

2. Our Mission
Our mission is to help consumers save billions
on their grocery shopping when they share
and compare prices on their mobile devices.

3. • The grocery basket is a “big ticket” item.
An average family of 5 spends $10,000 per year.
• Valuable marketing stack.
$600 billion market sales
$100 billion spent in advertising, promotions.
• Brands complain about the poor feedback loop
versus web.
• Nearly untouched by the mobile revolution in
shopping compared to other retail verticals.
• No price transparency.
Consumers don’t know what they don’t know.
Why Groceries?

4. Grocery Prices: Not Secret, Definitely Not Public
Prices and products are compelling content
Information that shoppers don’t have.
Calculations that shoppers never do.
Savings that shoppers don’t know about.
Shopping Plans Basket identical items
Store A $232
Store B $218
Store C $196
Store D $152
Shop the 2 best stores $150
Shop all 4 stores $140
Shop 2 stores and online $135
You can pay any of theses prices for an identical basket.

5. Pingwell has deep app experience
"Grocery Gadget's the most
fantastic app I've come across,"
she says. "It has absolutely
changed the way I shop. I
haven't written a shopping list
on paper since I got it.
--Judy Devaney, Ocala FL
http://www.ocala.com/article/20120610/ARTICLES/120609733
• Grocery Gadget app is a leading shopping
utility. Available on iPhone, Android and
other platforms.
• Hundreds of thousands of active users.
Millions of sessions per month.
• First with live sync for list sharing.
• Loyal users, great press.

6. The Next Generation: Grocery Exchange
SHARE MORE
EARN MORE
Grocery Exchange offers
convenience feature bases on
years of user feedback.
UPC level database.
Nationwide stores.
Learns store layouts.
Suggests substitute items.
Live syncing with houshold.
Intuitive UX.
But our users never stop
asking for prices...

7. Grocery Exchange Offers Revolutionary Features
WAYS TO EARN
SMART SHOPPING
PLANS
SHARE MORE
EARN MORE
LOCAL PRICES

8. Price Collection Technology
Many apps have barcode scanners, but these don’t help collect prices.
Collecting prices is not easy. Prices are displayed on a variety of non-standard
shelf labels as text. Pingwell has tapped computer vision experts to help us
develop proprietary image parsing technology that reads these labels under the
tough conditions found “in the wild”.
Our cloud-based data sharing
platform also hosts a proprietary
geo-sensitive grocery product
search engine. Combined with local
prices, collection pipeline transmits
the price data to our sharing
platform in seconds.
No other app in the space boasts
these Big Data features.

9. The Mobile Channel is Uniquely Powerful
Grocery Exchange
• Context is King. Experiments with Grocery Gadget show that CPG ads
in a shopping app are 20-50 times more productive than generic ads.
And there’s room for improvement!
• Targeted Messaging. Unique touches place relevant items and
suggestions near the moment of decision.
• Measurable Actions. A click stream with significance.

10. Anatoliy Babayev, CTO
Former Soviet
Current Consumerista
Pingwell Leadership Team
Tim Sears, PhD, CEO
Former Wall Street
Current Consumerista
Business strategist, computer scientist, data
and analytics expert. Created Pingwell’s cloud
based data extraction technology. 19 years
experience on Wall Street in trading, pricing
and risk management. 2nd startup. Provides
leadership to one of Silicon Valley’s fastest
growing innovation centers, Hacker Dojo.
Serial entrepreneur, original creator of the
Grocery Gadget family of apps. 19 years
experience in innovation, design and
implementation of IT systems in the hotel
space. Developed first cloud based hotel
CRM. Passionate in mobile tech, agile
dev, UI/UX and dev team leadership.

11. • Delaware C Corp. Founder-funded and bootstrapped to-date.
• In Q4, 2012 we issued $150K convertible note (20% discount, no
cap)
• Currently raising up to $800K Seed Preferred round.
• Uses
Add more engineers, data analysts, product manager. (2/3rd)
Fund rollout and user acqusition. (1/3rd)
Company/Financing