Youmove.me pitch deck - Feb 2013

2. The problem:
Getting from point A to
point B
efficiently.

3. RIGHT NOW
You are currently in Marienplatz, Berlin. You need to get to the
hotel you’ve booked in Rho Fiera.
To find the best way to get there, you have to go through a lot
of websites.
DBahn, Trenitalia, AirBerlin, ATM, BVG, Alitalia, Lufthansa...
It’s complicated and time consuming.

4. WITH US
You book the hotel with your smartphone. In the confirmation page, there is a button
You don’t need to input where you are, the GPS knows it.
You don’t have to input where you need to go, the website knows it.
You don’t have to input your preferences (time, price, environmental impact): if you already have a
profile, we know them.
You just have to press the button and follow our directions.

5. EVEN EASIER...
You have a shop. You need to explain people how to reach you.
Just link to umv.me/go/your address, we’ll do the rest. It’s that
simple! (and we get free traffic).
There are a lot of physical addresses on the internet.
We can show users how to reach them.

6. Our door-to-door trip-
planner
Innovative + traditional
transportation, instant
e-ticketing

7. REVENUE MODELS/API
Websites that offer geo-localized data (think Booking.com, Yelp,
Paginegialle, AirBnB, but also local shops...) need to help their
users to get where they need to be.
We can help them.
PRICING
Free for light users: they help us spread the word
~0,5 EUR/1000 calls for heavy users (>2500 calls/day)
Our MVP will allow us to earn API revenue from day 0.
Plus, API revenue is not related to the user base.

8. MARKET(S) FOR API
Lot of possible markets for our API vs limited resources.
So, we prioritize.
For high size, value-proposition congruent, reachable markets, we
use a push strategy (sales-driven approach), using a “smallest
meaningful segment” strategy.
For the others, we use a pull strategy (self-service and
through API marketplaces)

9. GO TO MARKET(S) FOR API
“Pull” Markets area [t0]
As we grow, the area expands
Maps/
Expected sales effort
Search
Eng.
CTM
Travel
booking
Online
reviews
Local
deals
“Push” Markets area [t0]
Value proposition consistency

10. GO TO MARKET(S) FOR API
Push strategy (= we chase the customers)
Early stage Online Reviews
e.g.: Yelp, TripAdvisor, CitySearch
Ind. size: >10 billion $ est.
Local Deals
e.g.: Groupon, Citydeal
Ind. size: 3,6 billion $, annual growth ’11-’12 86,9%
source: http://goo.gl/r8kTc
Travel Booking
e.g.: Expedia, Orbitz, Skyscanner
Industry size: 374 billion $
source: http://goo.gl/8rTIF
Corp. Travel Management
e.g.: Midas Travel Management
Industry size: 12 billion $
source: http://goo.gl/KXwMW
Maps/Search Engine
Later stage e.g.: Bing, Yahoo Maps, Apple Maps

11. GO TO MARKET(S) FOR API
Pull strategy
(= we let the customers find us)
API marketplaces
e.g.: Mashape.com, E015
Like Ebay, for APIs
Youmove.me website - self-service
Automatic authentication, do-it-yourself

12. LONG TERM: PLATFORM
The best way to get from A to B can be used in a lot of ways.
More than we’ll ever know.
That’s why our long term goal is to become a platform.
We let developer use our API to create the products they want. If
we like it, we approve it, host it and sell it through our platform.
For example, you’ve built an app for real estate websites that allow
users to search only for houses that are <30 min from their workplace
by bus.
Cool! We’ll sell it for you and we’ll share the revenues.

13. REVENUE MODELS/2
E-TICKETING
API with E-Ticketing services (e.g., MobiRev), % on commission
timing: from ~3 months from launch
PAID LISTINGS
Private transportation companies (i.e. taxi, airport shuttle) can
input their data
timing: from ~3 months from launch

14. REVENUE MODELS/2
GEO-LOCALIZED ADVERTISING
We’ll gather information about users
profiles and geotags, allowing us for
accurately targeted ads.
timing: from launch
“Mobile ad network xAd recently published data
showing that locally targeted mobile display ads saw
5% to 8% click-through rates versus 0.6% for typical
mobile display ads”
O'Malley, Gavin "Localized Creative Improves Click-Through Rates, Engagement," Online Media
Daily, March 26, 2012.

15. REVENUE MODELS/3
100%#
90%#
80%#
70%#
60%#
Paid#lis3ngs#
50%#
Adver3sing#
40%#
E;Payment#
30%#
API#access#
20%#
10%#
0%#
t
B2B-side rev drivers B2C-side rev drivers
Main effort on lead generation Main effort on user acquisition

16. EARLY-STAGE USER ACQUISITION
Years 1-2: low LTV
“Low-cost” acquisition strategy
We mainly care about selling APIs
Years 3-4: time to scale the
userbase
CPA LTV
2013 2014 2015 2016

17. PIVOT OPTION
Getting in the travel booking market
Necessary pre-conditions:
Stable data management platfom
International coverage
Series A round completed
API Hotel Booking
Online Reviews
Door to door travel booking platform
Traditional booking platforms: just flight+hotel
Us: everything

18. FEATURES
Minimum Viable Product
• Multimodal routing algorithm for a Northern Italy-sized region
• Data management platform
• Mobile-ready web app with trip log and social sharing
• Revenue-ready: external APIs, geo-localized advertising
~6 weeks to go
We’ll launch in Italy and analyze the feedback. We’ll than scale, launch
proprietary iOs and Android apps and reach the European and US market.

19. HOW DO WE GET THE DATA?
Our platform gets data by:
GTFS [General Transit Feed System]
standard format, huge growth
+
Google Transit
JSON parsing
+
APIs
+
Trip-planners
Scraping

20. ROAD TO THE M.V.P.

21. WHERE ARE WE AT?
November 2012
Winners - 25k EUR grant
Dec ’12: 3 of us start working full-time at the Talent Garden in Milan.
We’re developing and working on business development.
Jan ’13: First hire, Xu Zongque, MSc Computer Eng, joins the team
From Feb ’13 our designers, Matteo and Fabian, will join the full-time team.
We’re now actively looking for seed funding, partners and early adopters.

22. LONG TERM: SCALING DATA/1
Institutional partnerships
with transit agencies.
We can leverage on the work Google has already done
http://maps.google.com/help/maps/transit/partners/
Transit Agency Pull Youmove.me Push
100
75
50
25
Now 0
Future

23. LONG TERM: SCALING DATA/2
Crowd-editing + gamification
[Facebook Places style... take a look, http://goo.gl/VakHu]
= we’ll use user-generated data to improve our database.

24. SCALING PLAN/IT
Italy
0 20 40 60 80
North
Center
Data coverage (%)
South
Islands
39 million covered
(~65%)
+
Market opportunity Transit data

25. YOUMOVE.ME AND EXPO 2015
We can make easier for everyone to reach Milan and to
get around.
Our open platform can lend itself to a lot of applications.
Improving the way people get around means improving the
quality of their experience in Milan.
We’re going through the partnership application process with
We’re part of the “Infrastrutture” and “Giovani” Expo tables

26. SCALING PLAN/US
California, USA
Right now, we cover >27 million people, 73% of California, including all the most
important metropolitan areas.
GTFS is widely spread (=data is easy to get)
Lots of potential partners
“Innovative” mobility is standard

27. COMPETITION
FEATURES / PLAYER
User preferences optimization
API access
Innovative transportation
E-ticketing interface
Urban trip-planning
Medium-long distance trip-planning

28. EXIT STRATEGY
We’ll leverage on the
Maps/
Expected sales effort
Search B2B relations we’ll have built
Eng.
Yahoo Maps
Bing
Apple Maps
CTM GMaps
Travel
booking Midas
Expedia Salesforce (CRM)
Online Venere
reviews
Trivago
Kajak
Yelp
Local TripAdvisor
deals Google Local
CitySearch
Groupon/CityDeal
Value proposition consistency

29. OUR TEAM/1
Development Team
Thomas Rossi
MSc Computer Science @ PoliMI
Research Assist. @ Amherst Uni, Analyst @ Deloitte, IT Strategist @ Festini & Rossi
Michele Festini
MSc Computer Science @ PoliMI
R&D @ Vega Informatica, Java Expert / IT Consultant @ Festini & Rossi
Xu Zongque
MSc Computer Science @ PoliMI Computer Science @ PoliMI, BSc Computer Science @
Tongji University, China

30. OUR TEAM/2
Design and Communication Team
Matteo Lo Manto
Owner @ GlueGlue Design Studio, Pavia
Degree in Art Direction @ IED Milan
Fabian Nie
Owner @ GlueGlue Design Studio, Pavia
Degree in Art Direction @ IED Milan
CEO
Simone Lini
Operations Coordinator @ Rocket Internet, Sydney
BSc Economics and Management, Entrepreneurship Master Class @ Bocconi
Scholar @ Mind The Bridge Summer School, San Francisco

31. ADVISORS
Giorgio Patrini - Advisor
MSc Computer Science @ PoliMI, PhD/Researcher @ NICTA Sydney
Professor Nicola Gatti - Advisor
Professor @ PoliMI, Computer Eng.
Currently Recruiting MSc Comp. Eng. interns for the project