This document outlines a proposed platform called WeIF that would allow users to publish instant needs, have others nearby bid to fulfill those needs, and facilitate transactions and communication between users. The key features would include publishing needs, bidding to fulfill needs, payments, communication between users, and analytics to understand user behavior and needs. It proposes using WeChat integration and payments to build the platform and target students and white collar workers in major Chinese cities initially.

1. WeIF 25of
WeIF
1
SWIFFY

2. WeIF 25of2
LifeBook Airline Ticket
Choose People for Dinner
Hunt Jobs
Buying Groceries
Exchange 2nd Hand product
Get help from friends
Borrow a Lighter
House-cleaning
Watch Movies with Friends
Bring a Cup of Milk Tea
Help friends
Rent a Bicycle
Fix the computer
Share a Book
Express a Regret
Make a wish
Take-out Food
Laundry
Rent a House
Take a Taxi
Reserve a Hotel
Organize a Party
Dating
Share a Great Idea
Fulfill Urgent Needs
Share a car
LIFE IS FULL OF NEEDS
Social
Ask for friends’ advice
Be Served on Publishing Needs instead of Searching Have Random Needs

3. WeIF 25of3
SOME CAN BE FULFILLED
3
Life
3

4. WeIF 25of4
Life
Choose People for Dinner
Get help from friends
Borrow a Lighter
Watch Movies with Friends
Bring a Cup of Milk Tea
Help friends
Fix the computer
Share a Book
Express a Regret
Make a wish
Share a Great Idea
Have snack at night
HOW ABOUT THE REST?
Ask for friends’ advice
Have cheap hair cut
4
Pain Points
Need quick help from people nearby
No Apps cover fragmented needs
Waste lots of time on searching
where to fulfill my needs

5. WeIF 25of5
HOW TO RESOLVE PAIN POINTS
Instant
Fragmented
Location Base
Rule Base
A platform where people can have fun by sharing minds, fulfill instant needs by helping
others and make innovations a reality by creating ideas starting with IF.
WeIF

6. WeIF 25of6
WEIF FUNCTIONAL MODEL
Users
Nearby
WeIF
IF
Maker
Publish an IF
Rule: messages start with “IF”.
“IF” message stands for: wishes,
needs, questions or for fun.
STEP 01
Complete the service via payment
system. The payment was processed
in two-ways.
STEP 05
Users nearby receive IF message
based on LBS or friends circle.
STEP 02
Bid IF message if users want to
deliver the service.
STEP 03
Choose IF bidders and communicate
with the bidder.
STEP 04

7. WeIF 25of7
WEIF FUNCTIONAL MODEL
STEP 01
IF maker publish an “IF”
STEP 02
Users nearby receive “IF” Adidas and Asobio nearby
bid for IF message
STEP 03
IF maker choose IF bidders
STEP 04
Complete payment
STEP 05

8. WeIF 25of
SUBSCRIPTION
• To specific people
• To selected category
（e.g., Adidas, Coca-Cola…）
BIDDING
• IF-bidders provide
fulfillment to IF-makers
• IF-makers choose one
bidder based on offers /
distance / friendship etc.
PUBLICATION
• Upload personal
needs/questions/wishes
etc.
• Broadcast marketing
information to users
nearby
STATUS TRACING
• Bidder Waiting, Service
Waiting, Payment Waiting,
Service Completed
• Logistics Tracking
SHARING
• In WeChat Moments
• Forward to specific friends
CREDIT EVALUATION
• Evaluate completed
service
• Provide IF-makers a
reference to choose the
bidder
8
PRODUCT FEATURES
COMMUNICATION
• Inter-communication
between IF-makers and IF-
bidders based on deals
PAYMENT
• WeChat Online Payment
• Red Pocket (Hong Bao, For
fun)
• Other forms (e.g., present)

9. WeIF 25of9
WEIF & WECHAT
• WeChat Moments
• Official Account
Communication Platform
• Input/Output Interface
• Tencent Map
• WeShop
• Drift Bottles
Other Functions
• WeChat Payment
• Credit Reporting System
• WeBank
Payment Platform
• Data Mining
• Semantic Search
Intelligent Platform
Intelligent
Platform
Other
Functions
Communication
Platform
Payment
Platform
WeIF
With all user generated content, it will be easy to excavate
people’s life style, needs, habits, preferences.
By applying data mining and semantic search technology, it
will be useful to build a service platform with intelligence.
Build end users’ credit system.
Leverage the SNS technology of WeChat.
Increase users’ stickiness to WePayment and
WeBank. Build the credit system for WeBank
based on ‘IF’ bidders’ transaction records.
Leverage the communication technology
of WeChat into WeIF.

10. WeIF 25of10
VALUE PROPOSITION
Instant Needs Fulfillment
Purchasing Method Optimization
Reduce time and effort of searching goods or services by biddings from other users or merchants
Flexible Marketing Implementation
Attract customers nearby to step in and purchase by Location Based Service
Precise Marketing Solution
Increase sales and save marketing cost by capturing potential customers based on specific needs
Emotional Expression
Post personal regrets, wishes and dreams; entertain friends
Bring convenience to life and facilitate social networking by posting and fulfilling needs

11. WeIF 25of11
ANALYSIS ON WECHAT USERS
TARGET CUSTOMER
VS
64.3%
Male Customers
35.7%
Female Customers
45.4%
Others: 4.3%
9.5%
40.8%
Age: 18 - 25
Age: 26 - 35
Age: <18
White Collar
Workers
32%
Students
40%
Others
15%
SOHO
13%
OUR TARGET CUSTOMER
of students and white collar workers
living in tier one cities, who are also
active users in WeChat, will become our
first batch of target customers.
144M
SOCIAL NETWORKING & ENTERTAINMENT 90%
OTHERS
INFORMATION ACCESS
PERSONAL CARE & SERVICE
40%
60%
83%

12. WeIF 25of12
PROFIT MODEL
FREE OF CHARGE
• Hook end users to WeIF platform by providing
them full services without payment
CHARGE FOR USE
• Package 1: 500 RMB / Year (Sample)
Based on yearly contract
- 2 messages/day in broadcasting promotion info
- No limitation in receiving instant need
• Package 2： 1 RMB / Message (Sample)
Based on the number of promotion info
- message for flexible broadcasting
- message of instant needs notified by WeIF
DATA REPORT
• Monthly data report
- Customer needs analysis
- Customer behavior analysis

13. WeIF 25of13
COMPETITION ANALYSIS
58.com/百姓
网/赶集网,
etc.
Similar Website/Application: Needs solving
WeIF

14. WeIF 25of14
DIFFERENCE: WEIF VS. 58.COM
WeIFInstant Needs Time Lag
Location Based City Based
Friends Strangers
Easy Interaction Lack of Interaction
WeChat Payment Third Party Payment

15. WeIF 25of15
DIFFERENCE: WEIF VS. 58.COM (UI)
WeIF

16. WeIF 25of16
GO-TO-MARKET: HOW TO LAUNCH?
ENTRANCE 1 ENTRANCE 2
Add WeIF under
WeChat Discovery
page
Access WeIF via
offical account

17. WeIF 25of17
GO-TO-MARKET: SEEDS CUSTOMERS
STEP 4
Build up the WeIF Select specific
university / office buildings,
for example: Shanghai Jiaotong
University / Jinmao Building
WeIF promotion event: Didi
Hongbao model
Get feedback from students &
Generate data report about
promotion events
STEP 2 STEP 3STEP 1
How to get seeds customers from universities & office buildings?

18. WeIF 25of18
GO-TO-MARKET: PROMOTION
Encourage people
to make more IF
Didi Hongbao model: Forward more
Hongbao to friends Complete “I WANT”
Push IF Hongbao to everyone
via WeChat
Consume IF Hongbao only by
downloading and using WeIF
More people start to use WeIF because of
WeIF Hongbao
How to get first batch customers?

19. WeIF 25of19
DEVELOPMENT PLAN
Launch product.
Users enjoy and stick to it.
Introduce WeChat Payment.
Promote product among
merchants and let them
stick to it.
Help merchants to implement
flexible marketing strategies
based on LBS.
Help merchants to develop
precise marketing solutions
based on intelligent platform.
STEP 01 STEP 02 STEP 03 STEP 04 STEP 05
Cultivate an
IF culture & community.
Everybody will think IF everyday.

20. WeIF 25of20
RISK ANALYSIS
Easy to be Copied
1. Based on WeChat, users scale advantage
2. Move fast
3. Get more business merchants involved
4. Keep innovating
5. Keep lean execution
Safety Issue
1. Users can switch to friends or strangers
2. Credibility system
3. Back-end monitoring system
4. Block system

21. WeIF 25of21
TEAM PROFILE
• Name: Yi Wang 汪毅
• Team role: Team Leader
• Education:
 2014.8 -- Now: CEIBS, Master of Business Administration (MBA) Candidate
 2007.9 – 2009.5: ESC Rennes, Msc of International Marketing, France
 2003.9 – 2007.6: Donghua University, E-Commerce, China
 Working Experience
 2012 – 2014: DELL, Global Supply Manager
 2009 – 2012: DELL, Senior Global Buyer/Planner
 Lead team including finance/demand/marketing to create large order check
process to reduce shortage from 2-day recover to 0.8-day recover.
 Helped consulting project with AT Kearney to reduce the commodity & increase
the flexibility in procurement
 Create fun personal talk show (小汪说事) on Youku.com, 9 episodes.
 Tried to create jewelry trade business in France, but failed.
 More About Yi
 Full of passion to create new things. Strong sense on new product. Out-of-box
thinking and do-it-right-away execution. Optimistic and funny guy in life.

22. WeIF 25of22
• Name: Susan Lai 赖如洁
• Team role: Team Member
• Education:
 2014.8 -- Now: CEIBS, Master of Business Administration (MBA) Candidate
 2007.9 – 2010.3: Shanghai Jiao Tong University, Master, Computer Science
 2003.9 – 2007.6: Jilin University, Bachelor, Computer Science
 Working Experience
 2013.7 – 2014.8: Morgan Stanley, Senior Associate
 2010.4 – 2013.6: Morgan Stanley, Junior Associate
 Lead seven critical strategic projects in both Equity Swap trading department
and Enterprise Infrastructure department. Accomplished four challenging
tactical projects. Team leader. Product manager of Report Central (500 users in
Prime Brokerage and Fun Service department), Report Explorer (2,000+ external
users of Morgan Stanley), Equity Swap Action Station (all Equity Swap trades in
Morgan Stanley). Master of Java, ExtJS, Flex and DB.
 More About Susan
 Long distance runner. Sports Fan. Has strong sense on web application UI design
and product design. Has intense passion on new technology.
TEAM PROFILE

23. WeIF 25of23
TEAM PROFILE
• Name: Wayne LI 李昂达
• Team role: Team Member
• Education:
 2014.8 -- Now: CEIBS, Master of Business Administration (MBA) Candidate
 2001.9 – 2005.7: Shanghai Ocean University, Bachelor, Computer Science &
Technology
 Working Experience
 2014.4 – 2014.6: OMRON Software(Shanghai) Co. Ltd
 Investigated daily operation in assembly line and proposed recommendations
for optimization by Factory Automation.
 2005.9 – 2013.8: CBSTechno Co. Ltd., Japan
 8-year international experience in automotive R&D. As a project manager in
charge of the entire development process, led multinational teams of Chinese
and Japanese engineers in executing mass-production-level projects related to
engine, air-conditioning and car communication.
 More About Susan
 Detail-oriented in technology development; Strong project management skills
and execute force; Excellence in both English and Japanese

24. WeIF 25of24
TEAM PROFILE
• Name: Forest Gao 高兴森
• Team role: Team Member, pushed team to think in-depth to polish business model
• Education:
 2014.8 -- Now: CEIBS MBA, Finance concentration, Innovation Club President
 2007.9 – 2011.6: Henan University, Mathematics, Student Union President
 Working Experience
 2011.7 – 2013.12: Procter & Gamble, Supplier Project Manager
 Hired as Management Trainee for Pampers, responsible for Asia Pacific Raw
Material Supplier Project (material qualification & supplier quality assurance)
 Start-up Experience
 2013.12 – 2014.7: ZHIBENEDU.COM (至本教育), Co-founder
 Company was aiming at help graduates on career development and job
searching. Services provided: career development training, job searching
training, resume revising, mock interview, and other related consulting services.
It was breakeven before transferred to current business - college entrance
consulting. Responsible for product design / marketing promotion and quit in
Jul’2014 due to CEIBS offer.

25. WeIF 25of25
We are looking for the person:
• Who has product manager experience in internet companies,
such as BAT;
• Who has passion for entrepreneur;
• Who has >3 years working experience;
• Who has deep understanding on internet product;
TEAM PLAN
HELP NEEDED:

26. WeIF Appendix 1
APPENDIX 1: C2C

27. WeIF Appendix 2
APPENDIX 2: C2B

28. WeIF Appendix 3
APPENDIX 3: B2C

29. WeIF 25of
THANK YOU
HAVE A NICE DAY