TapForAll - Amir Amirmansoury
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Tap For All
For Consumers: Interact anonymously with
businesses you visit and the community around
you via one standardized smart phone app
For Businesses: Increase sales and gain
insights to your customer base via mobile
applications, without hiring a team of developers
Executive Summary
Amir Amirmansoury
TapForAll - Amir Amirmansoury
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Opportunity
With the explosion of mobile technologies and their ever-expanding
role in our lives, we now have a tool set that opens up new
opportunities to connect people with each other and the businesses they
visit
Geo-locations of our whereabouts
Constant easy connection
TapForAll - Amir Amirmansoury
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Opportunity
Current online business models, including social networks, are
concentrating on more permanent relationships and personal
information. They use mobile strategy only as an extension to their
current model
These models become less relevant as we go to restaurants, bars,
concerts, stores, and seminars, where we anonymously transact, ask
questions, listen, learn, communicate, and play games – we need a
mobile model which supports our short-term interests in the context of
our current location/activity
TapForAll - Amir Amirmansoury
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Opportunity
How about a single app that is all you need to connect to the business
owner, people and things/items around you at a given point in time?
(No need to load 20+ mobile apps for various businesses you frequent,
with varied levels of success)
Businesses need a mobile strategy to capture the rapidly expanding
mobile consumer market
This market has not been tapped because of a lack of tool sets and
relevant/profitable business model.
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TapForAll
• TapForAll opens a line of communication between customers and
businesses, and enables businesses to capture insights from customers
who may prefer the relationship to be transactional (vs. long term
connection via today’s social media)
• A business can provide the best service in the most efficient and cost
effective way to its customers by leveraging mobile technology –
without hiring a team of developers
• With the help of TapForAll, people can engage with each other based
on the affinity with where they are and what they are doing
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TapForAll Enables
 Businesses to
 Make announcements to all customers in real time – latest deals, promotions, contests, events
 Answer questions, make or get suggestions
 Receive payment for goods/services
 Restaurant: Publish changes to menu/seasonal items, nutrition information, build community to support return
business (i.e. game night/trivia night)
 Retail: leverage community feedback to drive sales (i.e. product reviews, upsell and cross-sell)
 Consumers to
 Ask for service, get questions answered
 Get real-time information about products or services
 Transact
 Restaurant: Order food, pay bill without waiting for the server to come by
 Grocery: Physically locate products in-store & access product details (i.e. nutrition info.)
…
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TapForAll for Consumers - Version 2
Socialize with one/many people in their vicinity who also want to
socialize
Play games
Pay bills
Access to coupons and best deals
Share content, ideas, feedback
Be as anonymous as they want to be – with total control over the
granularity of the information that they provide to others
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Scenario of Use – Retail Store
A woman enters the department store - “TapForAll” verifies her
location. She can:
Chat with others anonymously - (customers who have opted to
socialize) and store personnel
Get real time announcements about the best deals
Get coupons and add rewards
Ask questions without waiting for a representative to walk by
(optionally send a picture or barcode of the item from the app)
Find out about products that may complement the item she is
considering purchasing
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Retail Store - Next Generation
Customers can
Interact with businesses from anywhere (businesses will know when customers are at
the store or elsewhere)
Send a picture of an item and find out if the store or one of its branches has the item
Schedule to pickup an item
Store will receive
Reports on these interactions and demand analysis of specific items so they can
improve their inventory
An analysis of its hourly/daily traffic and a report on the interactions with the customer
using “TapForAll”
Many similar scenarios for other businesses and activities: bars/restaurants,
grocery stores, coffee shops, seminars, concerts, shopping malls, apartment
buildings, neighborhoods, classes, campuses…
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Target Market
 Consumers:
o People who go out for meals, entertainment, socializing, and shopping
o People who are around people whom they don’t know very well
o Most likely middle to upper middle class people from 18 to mid 50s in
age
 Business:
o Businesses who wish to extend their products and services to the tech
savvy mobile consumer, but may not wish to develop an app in-house –
retail shops, bars/restaurants, grocery stores, coffee shops, seminars,
concert venues, shopping malls, apartment communities, homeowners’
associations, universities, churches…
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Market
Smartphone market grew 79.7% year over year in first quarter of
2011, according to the IDC
Daily time spent on mobile apps has now surpassed web consumption.
In June, users spent an avg. of 81 mins. daily on mobile apps,
compared to 74 mins. on the web
Morgan Stanley says: Mobile will be bigger than desktop Internet in 4
years
Gartner says by 2015, digital strategies, such as social and mobile
marketing, will influence at least 80 percent of consumers’
discretionary spending
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Market cont…
By 2015, the IDC predicts that 182.7 billion mobile apps will be
downloaded, close to 1600% increase from the 107 billion apps
downloaded in 2010 …. The mobile app market is expected to be
worth $14.1 billion next year and jump 160% to $36.7 billion in
revenue from direct sales, in-app purchases and mobile app advertising
Venture-capital investments in the mobile sector are soaring, led by
media and applications, commerce and payments and healthcare ($3
billion in the first half of the year)
Startup valuations soar and investors vie to buy shares of hot private
companies in the secondary market
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Market Analysis
Little cost for entering the market – high demand and high competition
Mobile technology is going to change everything more so than the way
personal computers did 20 years ago. And this is just a beginning…
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Competition
LAL (a.k.a LikeALittle), the service that originated with flirting on
college campuses and is now trying to enable connections with any
nearby people, has raised a $5 million series A round led by its seed
investor Andreesen Horowitz
A photo-sharing app maker called “Color” has raised a whopping $41
million before even launching its app
Yobongo – An app that let’s people chat with others who are nearby
received $1.35M in seed funding on 3/23/11. At the time it was a 2 ½
week old iPhone app
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Competition cont…
Bump began as a simple idea for sharing contacts has since morphed
into media-sharing opportunities. Bump founders quit school, moved
to San Francisco and raised $3.5 million from Sequoia. The second
wave of financing, $16.5 million from Andreessen, came in January
Canada-based Kik Interactive closed an $8 million round of series A
funding. The updated Kik Messenger, available for free in the Android
market and Apple app store, allows for real-time group chat for up to
10 people and picture sharing
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Competitive Analysis
Most competitors are involved in:
o Content sharing market
o Group chat/messaging
o Social check-ins
TapForAll helps you interact with businesses and products – to
enhance the buying process with one easy-to-use app
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Competitive Analysis cont…
Competition’s weaknesses
Failure to:
Establish barriers to entry
Define a revenue model
Lack of:
Experience and expertise in business or/and technology
Experience in building a startup
Features to entice users to use the app frequently
Most have released apps with confusing features that often crash and
have annoyed their customers
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Our Advantages
Unique capabilities and value propositions
Business model that includes engaging with business partners as
resellers
Many possibilities for a revenue model
Seasoned founders with extensive hands-on experience in software,
business and startups
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Customer Acquisition
Use of business customers to promote our app to their customers
Word of mouth and viral marketing
Become strongest link in the value chain – consumers asking
businesses to use our app (i.e. “Intel inside”)
The app itself and it’s evolving capabilities
Advertising on websites
Newsletters of our business customers
Distribution of relevant content about our app
PR / advertising based on case study evidence
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Barriers to Entry & Customer Retention
Exclusive partnerships
Loyal business customers and loyal consumers
Community and connections established and maintained by our app
Continuous data driven innovations based on our analytics
Brand and first mover advantage
TapForAll - Amir Amirmansoury
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Revenue – Short Term
Subscription fees for business customers using “Tap For All”
In the second year we will explore more revenue models:
o Advertisement
o Lead generation
o Charging business customers for helping them with mobile strategy
o Charging consumers for add-ons features
o Transaction fees related to in app purchases (?)
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Strategy – Six Month Plan
Build the core team
Finish building the app and the website
o Quality and completeness of the features not quantity of features
Identify target verticals
Establish partnership with businesses in target verticals to pilot
TapForAll, identity high value scenarios, and refine feature set
Customer development - build loyal customers
Build analytic systems
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Strategy – Six Month Plan cont…
Monitor usefulness of capabilities and enhance them
Add more business customers within targeted verticals
Establish partnership with a payment processing company
Build reward/loyalty capabilities
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Strategy – One Year Plan
PR and marketing efforts to build brand (continuous)
Get second round of funding
Further build the team
Establish partnerships with businesses with complementary products to
be our Value Added Resellers
Build Android & Windows Phone versions of our app
Add more verticals (businesses and places our customers visit)
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Strategy – One Year Plan cont…
Add necessary capabilities to enhance customers experience in all the
use cases
Enable consumers to share more and different types of content
Further build website, analytics, web services
Help business customers with mobile strategy
Integrate with complimentary services (coupons, price comparisons,
Yelp reviews, …)
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Strategy – Long Term
Build a digitized diary of consumer’s life – where they have gone,
what they have done, bought, listened to....all information is totally
private
Get involved with the global market
Keep and guide consumers that are connected using our “elastic”
association through more meaningful, permanent relationships (i.e.
online dating)
Add more verticals
Develop capabilities to accommodate new verticals (bars/restaurants,
retail stores, coffee shops, seminars, concert venues, shopping malls,
apartment communities, homeowners’ associations, universities,
churches)
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Exit Strategy
“TapForAll” has a lot of potential and can become the app which plays
a role in everyone's daily life. The plan is to:
Explore the potential, reach it, and become profitable (or an IPO route)
o Open to Merger and Acquisition possibilities
I am married to this business and I am planning to be around for the long
haul
TapForAll - Amir Amirmansoury
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Key Performance Indicators to
Measure Success
We will be heavy on analytics to measure success of individuals, teams
and the company
We will use these indicators to measure the company’s success after
our first release (6 months from now):
Time spent on our app
Number of users in a week
Increase of customers for our business partners (customers)
Consumers’ rating of our app
Traffic on ours and our customers’ websites
TapForAll - Amir Amirmansoury
Initial Team
 Two senior software engineers
 Senior IOS Developer
 Analytics Engineer / DBA
 Experienced marketer / business development
 Copy Writer and Viral Marketing Assistant
 UI expert and consultant
All with extensive experience in business
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Next
Secure $500K seed money to complete our
6 month goals
Payroll, and marketing costs