Dynamic: influencer marketing platform

DynamicA marketplace where matches your

brand and bloggers

Mei-hung (Lesley) Liu August 08 2016

A marketplace where matches your brand and bloggers

Agenda• Executive Summary

• Unmet Need/Insight

• Management Team

• Product Offering

• Target Audience

• Competitive Analysis

• Marketing Strategy and Tactics

• Operation

• Financial Plan


Executive Summary• Compared to banner ad, influencer marketing generates 11X more on ROI but

small business hardly utilize it because of difficulties.

• In Taiwan, there are up to 97.8% of companies are defined as small business. They constantly seek for cost effective marketing solutions.

• Dynamic aims to develop a marketplace for bloggers and small business.

• High market potential with estimated size of 628 million dollars


Unmet Needs/ Insight


Unmet Needs/ Insight

Hard to discover right bloggers

The communication process with bloggers is

time consuming and fiddly.

Agencies charge expensive package

services


Management Team


Owner-CTOProduct development,

technology

Engineer

Owner-CEOFinance, Sale,

Marketing

Operational assistantLegal

(external)

Advisory Board(external)

Management Team

Investors


Key Member’s skills

• Master degree in NYU Integrated Marketing program.

• Years experience in digital industry.

• Experience in marketing, project management, budget control

Owner-CEOFinance, Sale,

Marketing

Owner-CTOProduct

development, technology

• Master degree in Asia University, Computer science program.

• 10 years+ experience in Software engineer

• Skill set: Software projects management, team leading experiences.

• Familiar with System Development, Java, PHP, code igniter and jQuery.

Mei-hung Liu

Cho-wei Lee


What’s Dynamic?


For small business marketers, Dynamic is a better and affordable option to reach out to bloggers without any hassles.

For bloggers, Dynamic helps them gain more business opportunities.


Business ModelDynamic

Bloggers Small businesses

Compensation for sponsorship content

Membership feeMembership fee

Model: Monthly membership


Take a look at Platform features…


Main feature- For bloggers

Find Business

opportunity

Social Accounts Sync and

personal profilePrice

negotiation Get paid


Main feature- For marketers

Create Marketing campaign

Find right bloggers based

on criteria

Review deliverable

Pay for sponsored content


Operation Flow-marketer



Add on

service

premium membership$199.99/ Mo

standard membership$89.99/ Mo

Basic membership$19.99/Mo

Browse basic influencers list, 5 campaigns / Per Month, Price negotiation, Choices of collaboration type,

Browse basic influencers list, 10 campaigns / Per Month, Price negotiation, Choices of collaboration type, 3 Influencer list creation based on criteria / Per Month

Customized social influencer campaign, Commission: 30% of campaign budget

Browse basic influencers list, Unlimited campaigns / Per Month, Price negotiation, Choices of collaboration type, Unlimited Influencer list creation based on criteria / Per Month

Pricing- For small business marketers


Pricing- For bloggers

Paid membe

rship$59.99/

Mo

Free membership$0 Free

Social Accounts Sync, Account setting, 5 direct offer acceptance /Per Month, Apply to 5 case inquiry post /Per Month, Invitation on monthly workshop

Social Accounts Sync, Account setting, Unlimited direct offer acceptance /Per Month, Apply to unlimited case inquiry post /Per Month, Discount on monthly workshop, Monthly recommended cases


Product Development- Technology

Development environment

Operating system

Computer language requirement

Back-end: SQL, PHP, JAVAFront-end: HTML5, CSS, Joomla modulesAPI from social media websites, Google, and other supports

Domain Name

Payment gateway


Software engineer (year2)

Chief technology

officer

Freelance website visual

design

Freelance project

programmer

In-house Outsource

Product Development- Team


Who benefit from us?


Target Market’s Customer Profile- Mr. LinDemographic

Older MillennialsAge 35Business background

Small business Marketer Physiographic

Tech savvyAware of new trends

Second generation of family businessIn charge of marketing

Busy lifestyleAgencies is not a right solution


Target Market’s Customer Profile- Miss. Lee

Demographic

Mid-Young MillennialsAge 27

Bloggers

Physiographic

Love to shareLove to try new thingsTech savvy

Income variousFreelance

Enjoy working independently and flexiblyValue work-life balanceSeeking self-growth


Size of potential market

Total # of companies

97.8% are small business in Taiwan

62% of them highly

engaged in digital

marketing

# 858,068 companieshttp://www.bnext.com.tw/article/view/id/34524http://www.moeasmea.gov.tw/ct.asp?xItem=13559&ctNode=689&mp=1

$13,067 x 858,068 = $11.21 billion

Mobile Social buzz Search Video website

6% in social buzz

6% x $11.21 = 628 M

Source: http://www.dma.org.tw/upload/ResourceTrend/20160428034051489.pdf


Competitve Analysis


Competitor Analysis

Product comparison

Indirect

Direct

Digital agencies

Other digital marketing tools

Facebook group forum


Dynamic Business operate on Facebook

Digital Agencies Other digital marketing tools

Ownership of the campaign results O O X O/X

Affordability O O X O/X

Comprehensive function O X O O

Flexibility O X X O

Efficiency O X X O

Other marketing service X X O X

Transparency O O X O

Specific blogger targeting O X O N/A

Systematic Solution O X O O

Competitor Grid


Price

Flexibility

Digital Agencies

Facebook groups




Marketing plan


Marketing Goals and Objective

Year 2brand awareness

Year 31% Market share

Year 41.5% Market share

Increase awareness of brand and influencer marketing overall by implementing content strategy by 50% higher

Own 1.5% of market share

Own 2.1% of market share


Marketing Strategy

Initial consideration

Active evaluation

Moment of Purchase

Post Purchase experience

Awareness of influencer

marketing needs

Increase brand recall and extensive exposure

Product education

Control churn rate and encourage upgrading

membership


Marketing Tactics

• Participate in relevant trade shows and conference to meet potential clients or business partners.

• Content Marketing such as client reviews, native ads, PR…etc

Initial consideration

Active evaluation

• Paid Search• Retargeting• Personnel Marketing

Awareness

Recall


Purchase

Marketing Tactics follow by strategy • Seamless experience across screens• Demo videos• Blog posts explain each step and different

functions.

• Content rich Email campaign about influencer marketing.

• Encourage membership upgrade.• Customer Referral

Education

Post Purchase

Loyal


Marketing and media budget


Budget Breakdown

Paid search30%

Social media ads -FB only30%

SEO20%

Content marketing production

10%

PR- native ads5%

Email camapign5%

Media budget breakdown


Operation


• Location: Taipei, Taiwan

• Legal Formation LLC

• Intellectual Property: Brand and logo

• Personnel: Start from 2 head counts (Part-time)Year 2- Software engineer, operational assistant

Operation


Project Plan

Seek for Investors

Legal Process

Seek for parternships

Seek for outsource vendor

Recruit inhouse new employees

Pre-launch market research

Pre-launch event networking

1-Jan-17 20-Feb-17 11-Apr-17 31-May-17 20-Jul-17 8-Sep-17 28-Oct-17 17-Dec-17 5-Feb-18 27-Mar-18

100

60

100

31

22

30

60

OPERATION


User need assesment

Requirement definition

Review development and supply strategy

Develop software requirement specification document

Architecture solution

Build development approach

High level design

Review and finalize design and architechture

Build code and development

Management and tack project development plan

Unit string/integration testing

UAT- user accpeting testing

Maintain change control and risk review

recap and close project

Launch

1-Jan-17 20-Feb-17 11-Apr-17 31-May-17 20-Jul-17 8-Sep-17 28-Oct-17 17-Dec-17 5-Feb-18 27-Mar-18

31

20

15

30

20

20

50

10

150

150

60

30

20

10

7

dEVELOPMENT

Project Initiation Project Planning Project Implementation Project

Transition

Project Plan


FINANCIALS


Yr1 Yr2 Yr3 Yr4 Yr5 US$-

US$100,000.00

US$200,000.00

US$300,000.00

US$400,000.00

US$500,000.00

US$600,000.00

Sale forcast

Best Most likely Worst

Sales Forecast

GAGR: 87%

GAGR: 55%

GAGR: 45%$85,662

$132,990

$221,251

$321,785


5 year P&L statement Year 1 Year 2 Year 3 Year 4 Year 5

Revenue $ - $85,662 $132,990 $221,251 $321,795

Cost of goods (COGS) $675 $675 $700 $1,393 $2690

Gross profit $(675) $84,987 $133,970 $223,699 $323,425

Variable cost $4,000 $27,698 $57,868 $49,018 $52,917

Operation cost $33,517 $86,828 $105,141 $118,822 $141,479

EBIT $(38,658) $(30,505) $(30,005) $54,892 $128,063

Tax (17%) $ - $ - $ - $ 8809 $18.411

interest $1,113 $1113 $1113 & 1113 $1113

Net profit $(39,771) $(31,619) $(31,118) $44,477 $105,179


Breakeven point: year 4

yr 1 yr 2 yr 3 yr 4 yr 5 US$-

US$50,000.00

US$100,000.00

US$150,000.00

US$200,000.00

US$250,000.00

US$300,000.00

US$350,000.00

US$-

US$85,662.14

US$132,990.47

US$221,251.81

US$321,795.06

US$34,192.00

US$125,921.64

US$178,448.19 US$177,274.84

US$230,938.78

Breakeven Analysis

Total revenue Total expense

year 4


5 year Cash flow


Require FundMei-hung Liu $ 50,000

Cho-wei Lee $ 50,000

Lenders $ 60,000

Total initial fund $160,000


Future Plan

Short term

• Open for user to sign up• Solve communication problem

Midterm

• Develop our own algorithm• Develop analytic tools

Long term

•Biggest blogger/influencer community


Thank you! Q&A

Documents

Dynamic: influencer marketing platform