GluVote – the oldest trick in the world . Get it right and be rewarded.
OVERVIEW
In the era of social media one issue is unanimously omitted: if people are the media, why are they not getting paid for it? Gluvote disrupts outdated principles of how brands interact with their audience via creative partners advertising agencies. The issues that we are examining are part of universal changes - the world is moving ahead with new distribution of opinions, which are far from accurate when it comes to the current brand building process.
PROBLEMS
Agency selection – the advertising agency pitch process is completely archaic. Testing creative - the more you test it the more it becomes a sausage. Media budget - even with online optimization, the media is far away from working properly. Eye-balls are no longer important, we want engagement, participation and loyalty. Creating brand loyalty now requires brave new and inclusive actions.
SOLUTION
CLIENT
BRIEF
PRODUCTION FEE
MEDIA BUDGET
MEDIA BUDGET TO VIEWERS
CROWD FUNDED REDISTRIBUTION
CREDS
AGENCIES BEST VIRAL WINS
INFLUENCERS
TESTING LIVE
DIRECT VOTING
CREATIVE GOES VIRAL
METHOD
/1./ Client selects local agencies on creds and distributes the brief with mutually agreed creative fee. /2./ Creative agency execute ideas within their budget and release it to our Investors - Influences in the target market. /3./ Equity voting of the influences directly on winning creative with “branded currency�, returns as pyramid scheme (earlier votes gets better returns). /4./ The more it is seen and shared by the target market the higher the return to investors. /5./ Revenue from additional audience is split between - Investors, Agency and the Client.
BENEFITS
/1./ Clients get to select the best and most relevant creative talent. /2./ Creative talent gets freedom of expression and is paid the most for the best ideas. An Idea is worth what an idea is worth. /3./ Audience is targeted, committed and rewarded. Influences in the target market.
EVALUATION
AVI DAN PITCH CONSULTANT
Geoff Cottrill Converse Shoes, CMO
Anthony Cohen Quantas Airlines, CMO
David Baldwin W/H visa to NZ
On borad of Forbes, served as global CEO of WPP and worked on clients such as P&G, Kraft, Coca-Cola, Sprint, The Wall Street Journal and Pfizer.
With massive amount of product and variety of media, brand really resembles more of a movement than a series of campaigns. splitting different activations between different type of media.
Ran all global activations within 14 markets in Asia, North America and EU. Focus on brand recognition and customer experience.
Baltdwin named small agency of the year by AdWeek. Amazing creative but very limited resources to pitch big accounts.
How to ran and test campaigns on local markets and be sure it works. Micro-activations are what works but still very hard to do.
We really struggle with the economics of the pitching world. A company our size going up against much bigger agencies is really kind of ridiculous.
BIGGEST CHALLENGE
Hiring practices have changed dramatically over the years, but pitching remains comparatively stagnant.
Needs more of a direct feed back, less focus groups.
CALL TO ACTION
Would be fantastic to have access to younger agencies and test their creative talent by using direct pitch campaigns.
Would be interested to see tools that mixes analytic and creative with more intuitive “dial-up� system.
With new structure of partnerships within vertical infrastructure, Quantas is trying to create new type of scenarios, based on content partnerships and test it well.
We would love to get clear to how much money we got and just do it. Its a fresh start.
MARKET SIZE
MEDIA
GLOBAL MARKETS
146Bn 14% up 2013
PROGRAMMATIC
45Bn 28% up 2013
TESTING
6Bn 17% up 2013
CONTENT
DISRUPTION
CROWD FUNDING
300 million
DIRECT RESPOND
200 million
INFLUENCERS
12Bn + online video
REVENUE MODEL
CROWD FUNDING FEES
PROGRAMMATIC DSP / NATIVE
AGENCIES CREDS / ACCESS
BRIEF CONSULTING TO BRANDS
6.0% - 9% on deals + $0.30 per transaction for qualified raised media
Direct media buy on platform + $0.04 per vote + $1.5 return per campaign
$100 to join the program + 6% fee on success with each successful campaign
Brief consulting + media consulting + process delegation
PROGRAMMATIC HIGH
MARKETPL ACE LOW
TRANDITIONAL CONSULTING LOW
AVERAGE INDUSTRY EBIT: CROWD FUNDING LOW
GO TO MARKET
Creative ads are by nature is the most contagious format and doesn’t need introduction to general public. Engaging agencies and brands to participate in the program would be easy as it resolves several most painful points that’s being hurting the industry for decades. Media relationships will be formed within/through global video platforms with add-on regulations on voting and crowd funding mechanisms (youtube.com, vimeo.com, yudou.com, qq.com, rutube.com)
MARKETPLACE
MEDIA-CENTRIC
PRGRAMMATIC
CREATIVE
ANALYTICAL
NATIVE PLATFORMS /
PITCH CONSULTANTS
BRAND-CENTRIC
POSITIONING
We see a huge market opportunity in creating an ecosystem based on creative aspect of brand message, structured around view-centric insentives (either monitory or loyalty points). By giving brand audience access to direct monitazation of advertising media, in return for reviews and/or social acceptance, GluVote creates very much needed balance to currently overpowering media analytic.
STARTUP COST
1. CMS site / user profiles - $150,000 2. Mobile version - $50,000 3. Crowd funding platform license (in
negotiation) 4. Digital wallet license (in negotiation) 5. Broadband for DSP (wholesale) 6. Financial License - $10,000 (inc. legal) 7. Branding, corpcom - $10,000 (in house)
-------------------Total: $220,000 + licence (scale)
OPERATING COSTS
User acquisition/ Estimated $10 per user till we reache 15,000 active users (preload voting funds, reward for signup).
MARKETING/ Direct marketing for agencies and brand CMOs, building marketplace for the product and validation process.
platform/ With 15,000 users we are estimated at $2,500 USD per month in data traffic costs.
Administrative costs/ (salaries + board) estimated $10,000 per month. + community management
PEOPLE
Ilya Vensky
Ralph Walker
Cofounder, CEO
Cofounder, COO
Ilya has spent most of his professional life building global platforms that create new type of interactions between consumers and brands.
Ralph worked with hand full of brands to develop structures that works on global scale.
Gary Koepke
Sharry Listgarten
Pavlo Tanasyuk
Wilsom Miner
Advisor, Branding
Advisor, Product
Advisor, E-money
Advisor, UX design
North American CCO of Sapient, a global leader in creative technology and innovation.
Product lead at Google for emerging interactive platforms.
Founder of Spacebit, the first space currency and crypto currency barter platform for London startups.
Designed Rdio, facebook timeline and apple iphone 5 interface.
FINANCIAL PROJECTIONS
Assuming average EBIT at 59% of sales, we would need 300 viral campaign per year (with minimum budget of 100K per campaign) to break even at the beginning of the second year. With explosive growth in direct media bookings (25% of all brands, 6Bn US market alone for online media in 2014/2015), and with over-arching growth in testing, verification and programmatic (140Bn by 2017), we estimate rapid 2nd and 3rd year growth, reaching $5 Million in sales at the end of our third fiscal year.
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BIG PICTURE
WSelected clients / selected brief / hand pick agencies. Paid up influences. Seed and sell the story. Initial investors do very well. The story and the legend grows.
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Thank you Ilya Vensky ilya@zzili.com