微差事
www.weichaishi.com
Charles Pei
August, 2013
1
Executive Summary
Business Model
Wei Chai Shi or 微差事 is a mobile marketplace that instantly connects companies that have mass fieldwork with
people who are willing to do it, anytime, anywhere. 微差事 is the Chinese word for “MicroTask”.
The types of fieldwork ranges from spot checks, retail audits, surveys, paid advertisements and trials, locationspecific promotions. Brands create followers while lowering operations and marketing cost.
Thousands of smart-phone enabled people can complete simple tasks on their commute to work, while they are
shopping at the grocery store, or simply walking around. It’s EASY, it’s FUN, and IT PAYS!
About the Company
微差事 is owned by YIYU Technology Co., Ltd. The Company develops SoLoMo marketing solutions to connect
consumers, distributors and brands more efficiently. The Company’s vision is to develop interactive and
experiential marketing tools leveraging new technology to replace traditional marketing.
The management team come from Fortune 500 High-tech, FMCG and top consulting companies, with deep
expertise in product development, sales and marketing, and consumer industries. Combining high-tech
solutions with retail marketing experiences, along with imbedded relationships with top brands, the Company is
well positioned to provide innovative mobile marketing services in China’s burgeoning consumer market.
Investment Proposal
The Company seeks first-round venture funding of $2MM($20MM valuation), to be invested in R&D, marketing
and business development. Top brands, market research companies, advertising agencies have shown strong
interest in trial run, we need to reach sufficient scale within a relatively short period of time to build/defend firstmove advantage.
Privileged and Confidential
2
Recent Developments
· Fast Facts
-
Weichaishi covered 400+ cities nationwide
-
Plan to increase to 1,000,000 users till the end of 2013
· IT Media reports
· Shanghai TV Station –News Report
搜狐IT
雷锋网
http://v.youku.com/v_show/id_XNTkwMjA2OTcy.html
Privileged and Confidential
Executive Summary – Business Model
Through crowd-sourcing and crowd-marketing, we connect companies with end-users at low cost,
leveraging mobile platform for sourcing fieldwork and promoting brand to a distributed “crowd”
Brands / Distributors
Example: spot check,
retail audit, trial promotion
Consulting/Research Firms
Example: survey form in
support of research data
Advertising/Media Agencies
Example: interactive
marketing, advertising
Information Flow
Monetary Flow
Crowd Sourcing
Benefits to companies
Crowd sourcing is originally a
technology term that involves
“outsourcing” tasks to a distributed
group of people through an “open-call”
 Get timely and precise data with
wide coverage and low cost
MicroTask is a mobile platform using
crowd sourcing concept to connect
companies with a distributed group of
consumers, where small tasks are
broadcast to and completed by the
“crowd”, lowering execution cost
 Connect with consumers directly
 Create or expand brand followers
Benefits to consumers
Crowd Marketing
 Make extra money in spare time
Such “mobile workforce” can also
become active brand followers through
completing brand-sponsored tasks,
collaborative/viral marketing activities
 Obtain free samples (or discounts)
as early adopters or trial users
 Establish social contact through
like-minded consumer groups
MicroTask platform is a new way of
connecting companies with targeted
consumer groups. The idea is simple:
make each user a potential marketer
and an active brand ambassador.
4
Business Model – Corporate Segments
Brands and
distributors
Research/consulting
companies
Example: spot check, retail
audit, trial promotion
Value for Brands




Recruit mass consumers
complete simple tasks
Lower operations cost (e.g., retail
audits, spot checks)
Create brand followers
Drive product trial and promotion
Advertising Agencies
Example: fill in survey form
in support of research data
Example: view advertisement
and key marketing messages
Value for Research Companies
Value for Advertising Agencies






Recruit smart phone users to
complete real-time survey
Reduce data collection cost
Broaden geographic coverage
Improve targeting through task
screening and selection (Phase II)


Deliver omnipresent marketing
Ensure accurate delivery of key
messages and selling points
Track true “impressions”
Improve targeting through
tailored marketing (Phase II)
Crowdsourcing - Mobile marketplace connecting fieldwork needs of companies with consumers who are willing to take
small tasks on the fly
Privileged and Confidential
5
Business Model – Consumer Segments
Phase I – Self-selection of tasks by consumers, targeting tasks with mass appeal to build a large base
Brands
Consulting/Research Companies
Self-selection of tasks
Self-selection of tasks
Advertising Agencies
Self-selection of tasks
Target screening based on task tracking and feedback loop
Phase II - Personalized task list to targeted groups, level of targeting is driven by nature of the task
 Large base of “mobile” workforce who are willing to take small tasks for easy money, fun, or good cause
 Smart phone users who have certain demographic characteristics and meet minimum income threshold
 Early adopters who are open to new products/services, and good candidates for research and survey
 Large consumer database with demographic and behavior data for targeted marketing and research
Privileged and Confidential
6
Multiple Areas of Application
Marketing Department
1
Sales Execution
2
Experiential
Marketing
 Advertising/POP check
 Outlet Sales Execution
 Collect feedback through
experiential marketing
 New Product Launch through
experiential marketing
(户外广告展示质量, 出现频率, 受众反馈)
(如产品或服务体验)
3
Interactive
Advertisement
4
Consumer
Prospecting
5
Market
Research
Sales Department
(产品展示, 产品价格, 促销情况, 竞争产品)
(如试装,试饮, 试驾等)
 Two-way interactive Advertisement
(目标用户群体浏览产品或品牌广告,通过回答问题, 好友分享等方式传播产品、品牌)
 Marketing event invitation,
member-get-member
 Crowd-sourcing for sales
promotion and sales activities
 Consumer Behavior Survey
 After-sales Survey
(参加市场活动, 成为会员, 推荐客户等)
(招募目标客户群体, 开展调研活动)
Privileged and Confidential
(参加促销活动,成为会员, 推荐客户等)
(针对目标客户群体, 开展调研活动)
7
1a
Brands – Sales Execution
Traditional sales execution needs dedicated team, WCS allows consumers to complete tasks with lower cost
传统销售执行检查需要外包或专业团队，“微差事”通过众包让消费者就近完成检查，降低成本同时宣传品牌。
Before
After
Recruit dedicated team with special training, a lot of
time is wasted in reaching the destinations
Assign to WCS users who are near destinations to
complete tasks at lower cost, while promoting brand
Privileged and Confidential
8
1b
Brands – Experiential Marketing
Brand needs people to try new products with feedback, WCS allows consumers to complete tasks with promotion
品牌或商户需要客户体验新品并提供反馈, “微差事”通过众包让消费者就近尝试新品，降低成本同时宣传品牌。
Before
After
Buy a new product
Use
Use call center to invite consumers, distribute new
products at different locations with high logistics cost
Snap picture of receipt
Redeem a new product for free with QR code
Assign to WCS users who are interested and
motivated to try new products and provide feedback
Privileged and Confidential
9
2
Market Research and Survey
Traditional survey companies need to pay high cost for panel, WCS users can complete simple surveys at lower cost
传统市场调研需要招募合适的调研对象，用“微差事”招募愿意被调查的目标客户群体，降低成本同时宣传品牌。
Before
After
Recruit candidates to survey “panel”, high cost of
face-to-face interview and written survey
Assign surveys to WCS users who meet “panel”
criteria, complete survey with mobile phone anywhere
Privileged and Confidential
10
3
New Advertising Format
Traditional advertising only tracks “impressions”, WCS ensures delivery of key messages with more effective targeting
传统广告受众群体广泛,
缺乏有效性和针对性。 “微广告”让消费者浏览并熟悉广告内容，增强互动性和互动性。
Before
After
 View advertisement
 Answer 1 question
Audience Screening
Passive Advertising: OOH, TV, newspaper,
bus/subway body wrap, LED screens, online banners
Interactive Advertising: qualified WCS users watch
ads, provide feedback, with cash or coupon rewards
Privileged and Confidential
11
Consumer Profile and Experience
Smart phone users can complete simple tasks in nearby locations during their spare time, it’s fun, easy, and it pays
成千上万的职能手机用户可以利用零碎时间完成附近的“微差事”，操作简单、多重收获、乐此不彼
Step 1: Register with basic
demographic data capture
Step 2: Choose tasks based on
type, location, and various rewards
Step 3: Obtain personalized task
list based on preferences/record
When users complete tasks
with high quality, more tasks
with higher value will open up
Phase I Profile
Skew towards young population (age 18-35), with
rich retail experience, early adopters, open-minded
Phase II Profile
Develop balanced profile (age 18-50) with special
registration drive (e.g., charity, high-end lucky draw)
Privileged and Confidential
12
Market Opportunity Sizing
Summary of Market Opportunity
 China digital ad spend is growing faster than traditional
media, representing the most significant market in Asia
 Mobile marketing spend will reach $0.8Bn in 2012, and is
projected to grow around 30% per annum
 China market research industry has reached $12.3Bn
revenue in 2010, growing at 10%-12% per annum
 Sales check market is close to $100MM in China
Size and growth of these markets creates a very significant
opportunity to “crowd sourcing” & “crow marketing” business
China Market Research
(USD billion)
2004
Source: eMarketer
2006
2008
2010
Privileged and Confidential
13
New Marketing Paradigm
传统营销 (Traditional Marketing)
瞭解
Awareness
考虑
Consideration
尝试
Trial
购买
Purchase
互动营销 (Interactive Marketing)
1. 广告
Advertising
2. 宣传
Promotion
瞭解
Awareness
考虑
Consideration
3. 邀约
Trial invitation
尝试
Trial
4. 转化
Conversion
购买
Purchase
通过完成一项简单任务，实
现传统营销中的多个步骤
Achieve multiple steps of
traditional marketing, by
completing one simple task
－ 广告 (advertising)
－ 宣传 (promotion)
－ 邀约 (trial invitation)
－ 转化 (conversion)
 传统营销：受众群体广泛，缺乏针对性和可测性，
在广告、宣传、邀约、转化的过程中损失率过高
 互动营销： 整合传统营销中的多个步骤，定向受众
群体（接受相关任务），提高针对性和转化率
Multiple steps in mass marketing, ineffective
targeting and tracking, with high drop-off rate
End-to-end marketing from awareness to
conversion, with better targeting and tracking
Privileged and Confidential
14
Competitive Analysis
Competitive Assessment
Competitive Advantages
Large Incumbents
 Industry heavyweights, with diversified
business portfolio and new ventures
 Market opportunity likely too small for
them (to invest significant resources)
 More likely to buy existing platform
Social Network Sites
 First-mover advantage to launch a
brand new business model
 Ability to continuously innovate and
extend crowd-sourcing and crowdmarketing business model
 Niche player with sharp focus
 Niche players with different business
model (Zhubajie.com C2C projects)
 积分墙-model unlikely to push into
this area due to lack of sophistiticed
platform and synergy with existing
business model
 More likely future business partner
U.S. Players
 Established in 2011, VC funded
 “Mobile workforce” business model
(Gigwalk focuses on C2C, Easyshift
with slightly more focus on B2)
 SurveyMonkey focused on online
survey
 Small team,
no and
overseas
ambition
Privileged
Confidential
 Technology-driven database mining,
user rating, dynamic task matching
 Early tie-ups and entrenched
relationships with key brands (e.g.,
Coca-cola, Nestle, Nielson)
 Experienced management team,
combining high-tech background
with retail marketing experience
 Local connections and execution
capabilities, as well as investorfriendly overseas background
15
Management Team

Charles Pei, CEO and Co-founder
Charles is responsible for company’s vision, strategy and infrastructure development. Before co-founding YIYU,
Charles also served as CTO at Scientific Games China. Prior to that, Charles spent 12 years with Oracle in the U.S.
and China, holding a number of senior positions in product development, enterprise consulting, and business
development. Charles holds a Bachelor’s Degree in Computer Science from Nanjing University, a Master’s Degree
in Computer Science from New York University and an MBA from Columbia University.

Cindy Bu, President and Co-founder
Cindy oversees daily operations, as well as sales and channel management. Before co-founding YIYU with Charles,
Cindy was the Regional Sales Head of Scientific Games China, overseeing annul sales of over RMB 2 Billion. Prior
to that, Cindy held a number of management roles in Sales, Marketing and Operations of Coca-cola China for 10
years. Cindy received her Bachelor’s Degree in English from Shanghai International Studies University.
Privileged and Confidential
16
Our Partner & Client
Privileged and Confidential
17
Company SWOT
Strengths
Weaknesses
 New and innovative business model
 Unknown brand
 Ability to scale up quickly with light infrastructure
 Limited marketing budget to overcome initial
hurdle to reach user registration scale
 Diversified revenue sources
 Experienced management team, combining hightech background with retail marketing experience
 Limited operations support to maintain large user
base (e.g., enquires, task allocation)
 Early tie-ups with key brands (e.g., Coca-cola,
*above issues can be mitigated with initial investment
Nestle, Nielson, IPSOS,BMW, Metlife etc.)
 Synergy with broad mCommerce platform
Opportunities
Threats
 Pervasive use of 3G Mobile Internet in China
 Business model can be replicated; although
 Target market growing quickly, including branding
and marketing, FMCG sales execution, market
research and surveys
 Companies move away from transition marketing
to digital and social marketing
 Traditional sales execution and market research
market has sufficient room for multiple players
 Large players (if they decide to compete) have
higher R&D budget to perfect this model and
large customer base to quickly capture the
market*
 Difficult to negotiate exclusive tie-ups
very costly in China due to geographic dispersion
*future investments will be sought to support R&D
Privileged and Confidential
18
Appendix
19
Cost Effectiveness
Survey target
selection
Survey design
 Invitation/panel
selection cost
 Recruitment and
management fee
Survey
distribution
 Survey form
printing and
distribution,
participant fee
Data
Collection
 Data collection,
transmission
and key-in
 Labor cost
Quality
review
 Data review
and quality
control cost
 “Defect” cost
Data analysis
and report
50+% Cost Reduction through Mobile-Based Crowd Sourcing
 Survey tasks are assigned to a distributed group of respondents
 Automatic data capture through WCS Mobile App through QR or image processing
 Real-time data review to ensure quality control and lower defects
 A large and scalable panel can be maintained at low cost, leveraging WCS platform
that consolidates users from multiple applications (e.g., brands promotion, experiential
marketing, sales execution, customer prospecting and event invitation)
Privileged and Confidential
20
Research Panel
WCS platform consolidates users from multiple sources, and engage them continuously with different tasks
“微差事”平台提供不同种类的众包任务，以此建立活动率较高的群体，并可根据行为特征提高调研群体的针对性
Panel Targeting
(assign surveys to
targeted group of
potential respondents)
Panel Tracking
(tag behavior from
task selection and
completion quality)
Panel Maintenance
(engaged through
multiple sources of
ongoing activities)
Sales
Execution
Brand
Promotion
Privileged and Confidential
Experiential
Marketing
Research
and Survey
21
Product Screenshots
Privileged and Confidential
22
1
Sales Execution
During the Chinese New Year, Nestle
introduced “product display inspection”
tasks in 1734 stores in 71 cities nationwide
According to different situations, the brand listed the
display of products needed to be checked as different
tasks, users collect the information of the store and take
photos and check the display of the items, to ensure the
upload information is true and valid
During the Spring Festival, a total of 3,520 users
participated and completed 81% of the target
task list
23
2
Interactive Advertisement
A cosmetics brand used WCS to interact
with the consumers, promoting and
publicizing their new product.
Consumers view the brand advertisement and receive a
tryout. After experience the tryout, consumer upload
the feelings to the major social platforms, resulting in
further transmission.
During the task, 10,280 tryouts were send out.
24
3
Experiential Marketing
The Nestle Milk Power uses the WCS to carry
out precision marketing and target customers,
and offer concessions to their target consumers.
Consumers in the mall watch a video about the product
and then answer the questions related to the video
content. A free product sample will be given to
consumers for their correct answers.
During the task, 5,200 tryouts were send out.
25
4
Consumer Prospecting
A large research agency commissioned WCS to
invite target customers to complete work as a
mystery shopper. (in 四五线城市)
The consumers upload the personal particulars and
information which need to be known by WCS, those who
meet the requirements will be directly hired and receive
remuneration.
Through the five-day cooperation, the agency
recruited a total of 37 mystery shoppers who
meet the requirements.
26
5
Market Research
WCS conducts research about the basic user
information by publishing a survey questionnaire
According to content of the questionnaire, the users
give the corresponding answers.
Until now, We have collect nearly 28,300 valid
questionnaires.
27
5
Market Research
A well-known research agency commissioned
WCS to gather the information of those
commercially available products in the specified
directory
During the process, consumers use their mobile phones to
take the photos of the barcode and products from
front/back/over at different shopping malls in multiple
cities, to get complete information.
88 users from 21 provinces completed the
data gathering of 112 products.
28
5
Market Research
With WCS, Nielsen collected newly opened
store information in 3rd or 4th tier cities in rural
area.
Consumers find the qualified shops, then use the mobile
phones to gather and upload relevant information.
following the prompted steps.
Within a week, a total of 17 valid samples
were collected.
29