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Communities for Cause, "Mobile Demand Generation meets TOMS Shoes"

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Gary Allhusen
Gary Allhusen

This document summarizes a mobile commerce platform that connects consumers, merchants, and causes. It allows merchants to donate a percentage of sales to causes, who then promote the merchants to their supporters. The platform grew successful in a 2013 pilot in Orange County, with over 700 merchants, 200 causes, and 8000 transactions. It aims to expand across the US, projecting 55,000 merchants and 8.5 million transactions by 2015. Case studies show increased sales and donations for participating merchants and causes.

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Proprietary and Confidential Property, 2014 :: Communities For Cause, Inc. Mobile demand generation meets TOMS Shoes Executive Summary
~$1.35T in annual consumer spend looking for alignment with its charitable philosophies** Mobile search will overtake desktop search in 2015 86B searches per year - Important Trends in Mobile Commerce Rapidly expanding mobile commerce collides with increased consumer interest in giving back Proprietary and Confidential Property, 2014 :: Communities For Cause, Inc. 1 * M-commerce is saturating the globe, Internet Retailer, February 20, 2014 **Retail / Arts and entertainment, GDP date BEA, 2011, and 89% of consumers are likely to switch brands to one associated with a good cause OPPORTUNITY: scale an efficient, mobile and online network which directs consumers to preferred merchants National brands on the forefront with give back programs 83% of global mobile users say they will make purchase on mobile device in the next 12 months *
Proprietary and Confidential Property, 2014 :: Communities For Cause, Inc. 2 What We Do Our mobile and online advertising platform exposes merchants to networks of highly-loyal communities in return for a percentage donation on each sale And, we set causes up to be our promotion engines Merchants Give Percent Back Causes Promote Supporters Consume and Earn Value to Merchant: Connection to wave of mobile users Attracting high-value, loyal customers Zero upfront costs, pay on performance
How Does It Work? Building a network and its viral The Communities for Cause Marketplace Rewards program for merchant referrals Causes sign-up Promote to supporters Supporters shop and dine. And refer additional Merchants. Merchants commit to donating a percentage of every sale Targeted Advertising Fees Merchant Premium Subscription Fees Transaction processing fee Tech platform Promotion engine Ad network Proprietary and Confidential Property, 2014 :: Communities For Cause, Inc. 3
Where We Have Been Successful build out in Orange County, CA - 2013 Orange County 2013 PILOT # of Merchants 700+ # of Causes 200+ # of Active Users 1,600+ # of Transactions 8,000+ Proprietary and Confidential Property, 2014 :: Communities For Cause, Inc. 4 Select Non-Profit Participants Select Brands with Multiple Locations 30 13 8 8 7 5 4 4
Where We Are Going Expanding across the United States and ramping volume 2014 2015 # of Merchants 15,000 55,000 # of Causes 750 3,200 # of Users 62,000 173,000 # of Transactions 2.5M 8.5M Proprietary and Confidential Property, 2014 :: Communities For Cause, Inc. 5
Cause Portal Targeted Advertising Platform & Data Analytics Merchant Portal Mobile Apps (Android & IOS) The Technology Our innovative advertising platform is comprised of four products Proprietary and Confidential Property, 2014 :: Communities For Cause, Inc. 6
Demo Time Proprietary and Confidential Property, 2014 :: Communities For Cause, Inc. 7
Find offers by category or location Register your purchases Share with your FB & Twitter friends Watch your donations make a difference! The End User Experience Current Features Merchant offers Mapping and directions 3 modes to verify transaction Push notifications Support for online merchants Social network hooks Promote discount feature Opt-In for 1:1 communications Refer a merchant & cause In Development Targeted ads Within cause picture, video & event sharing Product offers Proprietary and Confidential Property, 2014 :: Communities For Cause, Inc. 8
The Technology. Merchant Dashboard. Track Weekly Sales Manage Special Offers & Discounts Run Activity Reports Track Weekly Transactions by week and type of customer Proprietary and Confidential Property, 2014 :: Communities For Cause, Inc. 9
The Technology. Cause Dashboard. Marketing Repository (in development) Track donations in real time View recent transactions Manage Merchant Referrals Proprietary and Confidential Property, 2014 :: Communities For Cause, Inc. 10
Traction User base and transaction rates are ramping key inflection point hit in Dec. 2013 Proprietary and Confidential Property, 2014 :: Communities For Cause, Inc. 12 0 2000 4000 6000 8000 10000 12000 Downloads Transactions
Merchant Case Study Mamas on 39 Proprietary and Confidential Property, 2014 :: Communities For Cause, Inc. 14 Past experience with local advertizing efforts: - No ability to track ROI with print ads - Coupons didnt yield much lift in sales - Tried MOGL Loyalty Program but didnt receive value relative to monthly cost How we work together: - Promote category and individual merchants to area causes and supporters - Social media links - Scheduling and managing give back nights CFC value: - Increase in new customers - Increase in number of return visits - 1% - 5% lift in monthly sales volume - Reduced time and $s devoted to advertising 0 500 1000 1500 2000 2500 3000 Dec-07 Jan-08 Feb-08 Mar-08 Apr-08 May-08 Jun-08 Jul-08 Aug-08 Sep-08 Oct-08 Nov-08 Dec-08 Jan-09 Feb-09 Mar-09 Apr-09 May-09 Jun-09 Jul-09 Aug-09 Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10 Mar-10 Mama's on 39 - Monthly Sales Mama's on 39 Monthly Sales Total Sales Lift $21,386.52
Cause Case Study Valencia Elementary Proprietary and Confidential Property, 2014 :: Communities For Cause, Inc. 15 Past experience with local fundraising efforts: - Time intensive fundraising events throughout year - Spotty participation from community - Families feeling nickeled and dimed How we work together: - Promote program to supporter base - Social media links for addition promotion - Scheduling and managing give back events - Holiday and themed promotions CFC value and progress: - On track to earn $300/user/year at full rollout - $2,686 donations earned in first eight months from 75 active users - Upward trend since beginning of calendar year - Increasing number of transactions/month/user - Reduced time and $s devoted to fundraising Total Donations $2,686 in first 8 months 0 50 100 150 200 250 300 350 400 450 500 Sep. 13 Oct. 13 Nov. 14 Dec. 14 Jan. 14 Feb. 14 Mar. 14 Apr. 14 Monthly Donations Monthly Donations

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Communities for Cause, "Mobile Demand Generation meets TOMS Shoes"

  • 1. Proprietary and Confidential Property, 2014 :: Communities For Cause, Inc. Mobile demand generation meets TOMS Shoes Executive Summary
  • 2. ~$1.35T in annual consumer spend looking for alignment with its charitable philosophies** Mobile search will overtake desktop search in 2015 86B searches per year - Important Trends in Mobile Commerce Rapidly expanding mobile commerce collides with increased consumer interest in giving back Proprietary and Confidential Property, 2014 :: Communities For Cause, Inc. 1 * M-commerce is saturating the globe, Internet Retailer, February 20, 2014 **Retail / Arts and entertainment, GDP date BEA, 2011, and 89% of consumers are likely to switch brands to one associated with a good cause OPPORTUNITY: scale an efficient, mobile and online network which directs consumers to preferred merchants National brands on the forefront with give back programs 83% of global mobile users say they will make purchase on mobile device in the next 12 months *
  • 3. Proprietary and Confidential Property, 2014 :: Communities For Cause, Inc. 2 What We Do Our mobile and online advertising platform exposes merchants to networks of highly-loyal communities in return for a percentage donation on each sale And, we set causes up to be our promotion engines Merchants Give Percent Back Causes Promote Supporters Consume and Earn Value to Merchant: Connection to wave of mobile users Attracting high-value, loyal customers Zero upfront costs, pay on performance
  • 4. How Does It Work? Building a network and its viral The Communities for Cause Marketplace Rewards program for merchant referrals Causes sign-up Promote to supporters Supporters shop and dine. And refer additional Merchants. Merchants commit to donating a percentage of every sale Targeted Advertising Fees Merchant Premium Subscription Fees Transaction processing fee Tech platform Promotion engine Ad network Proprietary and Confidential Property, 2014 :: Communities For Cause, Inc. 3
  • 5. Where We Have Been Successful build out in Orange County, CA - 2013 Orange County 2013 PILOT # of Merchants 700+ # of Causes 200+ # of Active Users 1,600+ # of Transactions 8,000+ Proprietary and Confidential Property, 2014 :: Communities For Cause, Inc. 4 Select Non-Profit Participants Select Brands with Multiple Locations 30 13 8 8 7 5 4 4
  • 6. Where We Are Going Expanding across the United States and ramping volume 2014 2015 # of Merchants 15,000 55,000 # of Causes 750 3,200 # of Users 62,000 173,000 # of Transactions 2.5M 8.5M Proprietary and Confidential Property, 2014 :: Communities For Cause, Inc. 5
  • 7. Cause Portal Targeted Advertising Platform & Data Analytics Merchant Portal Mobile Apps (Android & IOS) The Technology Our innovative advertising platform is comprised of four products Proprietary and Confidential Property, 2014 :: Communities For Cause, Inc. 6
  • 8. Demo Time Proprietary and Confidential Property, 2014 :: Communities For Cause, Inc. 7
  • 9. Find offers by category or location Register your purchases Share with your FB & Twitter friends Watch your donations make a difference! The End User Experience Current Features Merchant offers Mapping and directions 3 modes to verify transaction Push notifications Support for online merchants Social network hooks Promote discount feature Opt-In for 1:1 communications Refer a merchant & cause In Development Targeted ads Within cause picture, video & event sharing Product offers Proprietary and Confidential Property, 2014 :: Communities For Cause, Inc. 8
  • 10. The Technology. Merchant Dashboard. Track Weekly Sales Manage Special Offers & Discounts Run Activity Reports Track Weekly Transactions by week and type of customer Proprietary and Confidential Property, 2014 :: Communities For Cause, Inc. 9
  • 11. The Technology. Cause Dashboard. Marketing Repository (in development) Track donations in real time View recent transactions Manage Merchant Referrals Proprietary and Confidential Property, 2014 :: Communities For Cause, Inc. 10
  • 12. Traction User base and transaction rates are ramping key inflection point hit in Dec. 2013 Proprietary and Confidential Property, 2014 :: Communities For Cause, Inc. 12 0 2000 4000 6000 8000 10000 12000 Downloads Transactions
  • 13. Merchant Case Study Mamas on 39 Proprietary and Confidential Property, 2014 :: Communities For Cause, Inc. 14 Past experience with local advertizing efforts: - No ability to track ROI with print ads - Coupons didnt yield much lift in sales - Tried MOGL Loyalty Program but didnt receive value relative to monthly cost How we work together: - Promote category and individual merchants to area causes and supporters - Social media links - Scheduling and managing give back nights CFC value: - Increase in new customers - Increase in number of return visits - 1% - 5% lift in monthly sales volume - Reduced time and $s devoted to advertising 0 500 1000 1500 2000 2500 3000 Dec-07 Jan-08 Feb-08 Mar-08 Apr-08 May-08 Jun-08 Jul-08 Aug-08 Sep-08 Oct-08 Nov-08 Dec-08 Jan-09 Feb-09 Mar-09 Apr-09 May-09 Jun-09 Jul-09 Aug-09 Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10 Mar-10 Mama's on 39 - Monthly Sales Mama's on 39 Monthly Sales Total Sales Lift $21,386.52
  • 14. Cause Case Study Valencia Elementary Proprietary and Confidential Property, 2014 :: Communities For Cause, Inc. 15 Past experience with local fundraising efforts: - Time intensive fundraising events throughout year - Spotty participation from community - Families feeling nickeled and dimed How we work together: - Promote program to supporter base - Social media links for addition promotion - Scheduling and managing give back events - Holiday and themed promotions CFC value and progress: - On track to earn $300/user/year at full rollout - $2,686 donations earned in first eight months from 75 active users - Upward trend since beginning of calendar year - Increasing number of transactions/month/user - Reduced time and $s devoted to fundraising Total Donations $2,686 in first 8 months 0 50 100 150 200 250 300 350 400 450 500 Sep. 13 Oct. 13 Nov. 14 Dec. 14 Jan. 14 Feb. 14 Mar. 14 Apr. 14 Monthly Donations Monthly Donations