Social Woo matches you with dates that are recommended by friends. Once matched, you can woo them with romantic gifts. What fun!

1. SIMON, 34
Social Woo matches you with dates that are
recommended by friends. Once matched, you
can woo them with romantic gifts. What fun!

11. Tech Woo
Finance Woo Strategy Woo
Operations Woo
Chief Woo

12. Emma Karkar Chief Executive Officer
Background: MS Integrated Marketing (NYU) | Bachelor of Business (Monash University)
Duties: Leading the development and execution of the Company’s strategy
Day-to-day management decisions and for implementing the Company’s short- and long-term plans
Daniel Sun Chief Technology Officer
Background: Founder and Director Sun Studios
Duties: Overseeing the development of the Company’s mobile application and related technologies
Norbert Ngethe Chief Operating Officer
Background: JD/MBA (Chicago) | M&A Attorney (New York) | Start-Up and Ideation Consultant
Duties: Overall operational responsibility for the Company
Prioritizing customer, employee and organizational requirements and driving performance measures for the Company
Ruaraidh Campbell Financial Advisor
Background: Head of Analytics and Risk Team, Summit Rock Advisors | BA (Virginia)
Duties: Providing advice on the financial risks facing the business, as well as input into the financial reporting process
Nadia Karkar Strategy Advisor
Background: CEO, Kay & Burton | M&A Attorney (New York) | MBA (Chicago) | JD (Melbourne)
Duties: An independent source of information on strategic issues or risks confronting the business
Monitor performance and suggest ways in which the business could be improved

14. Companies in this industry
provide services allowing users
to meet with other users
with the intention of pursuing
romantic relationships.

15. Will lead to higher expenses
Will lead to higher revenue
Direct correlation to online dating
Will lead to more spending
Will lead to more demand for dating services

17. Billion
2
2.2
2.4
2.6
2013 2014 2015 2016 2017 2018
PROJECTED REVENUE
4.9%

18. Other
7.8%
Single Events
8.3%
Mobile Dating
12.4%
Matchmakers
15.2%
Online Dating
56.3%

19. Easily accessible, convenient and user friendly
Quickly adapt to new technology
Good reputation and positive recommendation
Effective marketing and advertising strategy
Develop niche markets with high growth rates

20. BARRIERS TO ENTRY LEVEL
Capital Intensity Low
Life Cycle Stage Growth
Concentration Medium
Technology Change Medium
Regulation & Policy Medium
Competition High
Industry Assistance None

21. Great Expectations 4.1%
Spark Networks 3.1%
Zoosk 2.9% POF 1.0%
First Media Group 2.1%
$584.5 m
$290 m
$85 m
$65 m
$60 m
$45 m
$21 m

22. 2005 2013
1. Match.com 29% 1. Match.com 45%
2. Yahoo! Personals 21% 2. eHarmony 23%
3. eHarmony 11% 3. Plenty of Fish 17%
4. MySpace 7% 4. OK Cupid 15%
5. Adult Friend Finder 4% 5. Christian Mingle (tie) 2%
5. Zoosk (tie) 2%

23. SUBSCRIBERS PROCESS
!
1.7 million
!
PROFILE
QUESTIONNAIRE
FEES
!
$16.99
LONG
POPULAR BRANDS
RANKING MONTHLYVISITS MONTHLY METHODOLOGY
!
Undisclosed
!
900,000
!
7 million
!
15 million
!
$59.95
Free
!
Free
!
$29.95
ONE
FIVE
FOUR
THREE
TWO EXTENSIVE
!
PROFILE
FAST
!
PROFILE
FAST
!
PROFILE
QUESTIONS &
93 million
18 million
120 million
15 million
120 million

24. Unique offering
Established networks
Well-rounded team
Multiple revenue streams
!
Limited capital
Few business contacts
Poor exposure
Minimal experience
Lucrative market
Fragmented competition
Unhappy customers
Fake profiles
Fierce competition
Poor traction
Technology changes
Market disruption

25. Strategy Benefit
Niche Target Market Rapid adoption; Utilize existing networks
Several product features Multiple avenues of user interaction; Better chance of user retention
Science of persuasion Genuine interaction
Elements of Persuasion Product Features
Likeability User profiles showcase beauty, brains, character and charisma
Consistency Social interaction allows users to know, trust and date others
Consensus Matchmaker feature allows consensus around potential dates
Authority Users interact with potential mates recommended by friends
Scarcity Features allows users to stand out from the crowd
Reciprocity Consistently reciprocate interest in others via gifts

28. Will lead to higher expenses
Will lead to higher revenue
Direct correlation to online dating
Will lead to more spending
Will lead to more demand for dating services

29. 65+ years
4.5%
50 - 64 years
16.1%
30 - 49 years
35.2%
18 - 29 years
44.2%

30. NOT
MARRIED
DATE
ONLINE
USE
INTERNET
AGE
GROUP

31. NOT
MARRIED
DATE
ONLINE
USE
INTERNET
AGE
GROUP

32. "11% of Adults between 25 - 34 use
dating apps."
"In 2012, Match.com saw half its users log in
with a mobile device and double-digit increases
in new members acquired via mobile."

34. "In May 2013 almost 58% of those who
accessed apps through their mobile
devices visited a game app."

35. "42% of Adults get married between 18 - 49."
"29 is the median age of marriage in the US"

36. "19 million single adults in America use
online dating services. Of these, 10% earn
over $75,000 per year.

37. "5.3 million online daters have been
contacted by someone in a way that
made them feel harassed or
uncomfortable.

39. JILL, 28
Jill is 28 years old and is about to
graduate from NYU with an MBA
Jill has money from her previous career
and can afford a high-end lifestyle
A social butterfly, she enjoys
going out on the town.
She is quite picky and doesn't want to
settle for anyone but her soulmate.

40. SIMON, 34
Simon is 34 years old and owns a
successful lending business.
He earns $150,000 p.a. and spends with
the mentality that you "only live once".
He is obsessed with video games and loves
making lewd jokes on social media.
A true romantic, he wants to find a woman
to spoil and take home to his mum.

45. !

46. !

47. LEXI, 29

48. CHRISTINE, 29

49. ALEXA, 29

59. Generate exposure by tweeting about Social Woo
and announcing current promotions
Create a Facebook fan page which will provide relevant
content and updates of our app
Build the Social Woo brand by using LinkedIn to create direct
connections with editors and journalists.

60. Achieve top App Store Rankings
Improve value proposition to increase conversions
Increase visibility of organic search results

61. !
We will enter into affiliate agreements with third parties,
which will promote Social Woo on their websites and pay
as a fixed fee when visitors from their websites subscribe
to Social Woo (i.e., on a cost-per-acquisition basis)
Use of blogs such as Online Dating Insider and
Evan Marc Katz is an inexpensive but incredibly
powerful way to create a "go viral" campaign
!

62. A teaser campaign will be launched to the database
of interested users and will involve a series of EDMs
The website landing page will correspond to the teaser
messages sent via EDM; visitors will be greeted with a tagline,
logo and a sign-up link prompt at the top of the page

65. Strategy Benefit
Digital Marketing
Social Media Enable campaign to go viral
Blog Useful for generating traffic
Web Optimization
SEO and ASO Discovery from organic search in App Store
CRO Increase rate of conversion
Public Relations
Press Release Create awareness among target audience
Teaser Campaign Build database of interested users
Local Community
Angel Investors and Venture Capitalists Pitch to investors and receive feedback
Incubators and Co-working spaces Test concept and product features
Events
Conferences and Workshops Monitor industry trends and thought leaders
Social Events Develop strong relationships with customers
Partnerships
Dating Events Company Share databse of customers
Romantic Gifts Company Market to subscribers

67. "For the majority of developers, app
development is not financially rewarding as
67% earn less than $500 per application per
month which is not sufficient to sustain them
or their business."

68. 2015 2016 2017
Graduate Students
# of Graduate Students in United States 1,700,000 1,700,000 1,700,000
% of US Graduate Students who are single 50% 50% 50%
# of US Graduate Students who are single 850,000 850,000 850,000
Young Professionals
# of Single Adults in United States 50,000,000 50,000,000 50,000,000
% of Single Adults who date online 38% 38% 38%
# of Single Adults who date online 19,000,000 19,000,000 19,000,000
% of Single Online Dating Adults who earn 75,000+ 10% 10% 10%
# of Single Online Dating Adults who earn 75,000+ 1,900,000 1,900,000 1,900,000
Target Pool
# of US Graduate Students who are single 850,000 850,000 850,000
# of Single Online Dating Adults who earn 75,000+ 1,900,000 1,900,000 1,900,000
2,750,000 2,750,000 2,750,000
% of Target Pool who will subscribe 0.5% 1% 2%
Customers 13,750 27,500 55,000

69. 2015 2016 2017
Pricing
Monthly Subscription (includes free gift) $ 40 $ 40 $ 40
Average Additional Gift Spend (monthly) $ 50 $ 50 $ 50
Video Chat (24 hours) $ 5 $ 5 $ 5
Conversion
% of Customers who Subscribe 100% 100% 100%
% of Customers who buy Additional Gifts 30% 30% 30%
% of Customers who pay for Video Chat 10% 10% 10%

70. 2015 2016 2017
Cost of Goods
Subscription Gifts* (each) $ 24 $ 24 $ 24
$ 3,960,000 $ 7,920,000 $ 15,840,000
Additional Gifts* (each) $ 32 $ 32 $ 32
$ 1,584,000 $ 3,168,000 $ 6,336,000
Total $ 5,544,000 $ 11,088,000 $ 22,176,000
Cost of Services
App Store Commission 30% 30% 30%
Subscription Gifts $ 1,980,000 $ 3,960,000 $ 7,920,000
Additional Gifts $ 742,500 $ 1,485,000 $ 2,970,000
Video Chat $ 24,750 $ 49,500 $ 99,000
Total $ 2,747,250 $ 5,494,500 $ 10,989,000
Product Development
Research $ 25,000 $ 25,000 $ 25,000
App Development $ 375,000 $ 175,000 $ 75,000
$ 400,000 $ 200,000 $ 100,000
Total COGS $ 8,691,250 $ 16,782,500 $ 33,265,000

71. 2015 2016 2017
Marketing
Advertising $ 100,000 $ 100,000 $ 100,000
SEO $ 50,000 $ 50,000 $ 50,000
Events $ 50,000 $ 50,000 $ 50,000
$ 200,000 $ 200,000 $ 200,000
Wages
CEO $ 50,000 $ 75,000 $ 100,000
CTO $ 50,000 $ 75,000 $ 100,000
Relationship Advisors (2) $ 50,000 $ 50,000 $ 50,000
Assistants (2) $ 50,000 $ 50,000 $ 50,000
$ 200,000 $ 250,000 $ 300,000
Total SG&A $ 400,000 $ 450,000 500,000

72. REVENUE 2015 2016 2017
Revenue
Subscription Revenue $ 6,600,000 $ 13,200,000 $ 26,400,000
Additional Gift Spend Revenue $ 2,475,000 $ 4,950,000 $ 9,900,000
Video Chat Revenue $ 82,500 $ 165,000 $ 330,000
Total Revenue $ 9,157,500 $ 18,315,000 $ 36,630,000
EXPENSES 2015 2016 2017
Cost of Goods Sold $ 8,691,250 $ 16,782,500 $ 33,265,000
Selling, General & Administrative $ 400,000 $ 450,000 500,000
Total Expenses $ 9,091,250 $ 17,232,500 33,765,000
CASH FLOW 2015 2016 2017
Opening Balance $ 0 $ 66,250 $ 1,148,750
Net Income $ 66,250 $ 1,082,500 $ 2,865,000
Closing Balance $ 66,250 $ 1,148,750 $ 4,013,750

73. Users
0
15,000
30,000
45,000
60,000
NetIncome
0
750,000
1,500,000
2,250,000
3,000,000
2014 2015 2016 2017
NET INCOME USERS

77. App Store Google Play Market Place App World
Available Apps 775,000 900,000 150,000 100,000
Installed Base 500 million 800 million 45 million 20 million
Available Countries 155 134 191 171
Developer License $99 per year $25 $99 per year Free
Developer Revenue 70% 70% 70% 70%
User Payment
Methods
Credit/Debit
Gift Card
Store Credit
PayPal
Credit/Debit
Gift Card
Operator Billing
Google Wallet
Credit/Debit
Operator Billing
Credit/Debit
Operator Billing
PayPal
Development Payment
Methods
Bank Account Goggle Wallet Bank Account Credit/Debit
PayPal

79. Phases Target Market Launch
Refinement of Business Plan Internal June 2014
Launch of Beta Version Test July 2014
Teaser Campaign Begins US Colleges August 2014
Launch Event US Colleges October 2014
Launch of First Version US Colleges October 2014
Launch of Second Version Public March 2015
Evaluation of Social Woo Internal
!
November 2015

80. Phases Responsible Party Tracking Mechanism
Refine Business Plan Management Team
Comments received; revised draft complete by due
date.
Launch Beta Version CTO, COO Weekly meetings.
Begin Teaser Campaign CEO, COO
Tracking of click-through rates, blog and press
coverage etc.
Launch Event CEO, COO Amount of blog and press coverage.
Launch First Version Management Team
Tracking of subscriptions, minutes spent on website,
revenue, customer feedback etc.
Launch Second Version Management Team
Tracking of subscriptions, minutes spent on website,
revenue, customer feedback etc.
Evaluate Social Woo Management Team
Tracking of subscriptions, minutes spent on website,
revenue, customer feedback etc.