Tapangive
- 1. 1 Information, data and drawings included in this proposal are strictly confidential and are supplied on the understandingthat they will be heldconfidentially and notdisclosedto thirdparties, without the prior writtenconsent of MICHAEL RUBBO and ELLEN RUBBO.
- 2. 2 Tapangive.com Before introducing our concept, it¨s important to have some figures in mind. Australia is a generous country, but Australians are fatigued by being constantly browbeaten to donate. They will give generously but on their own terms. An urgent need cries out for a new way to give According to the Charity Aid Foundation, Ireland was in 2014 the country with the biggest proportion of people giving money with 79% of the population donating money in the past month. Australia ranked second with 76% followed by the Netherlands, 73%, and the UK 72% Philanthropy Australia reports ＾In 2014, Australian charities had a total income of $103 Billion, of which donations and bequests comprised $6.8 Billion (or 6.6%). This data is sourced from the 2014 Australian Charities Report published by the Australian Charities and Not-for-profits Commission. Australian Bureau of Statistics Data In 2012-13, donations, bequests and legacies from households in Australia amounted to approximately $4 billion, based on Australian Bureau of Statistics data. In 2012-13, donations from businesses in Australia amounted to approximately over $850 million, based on Australian Bureau of Statistics data. Australian Taxation Office Data The following analysis is sourced from 'An Examination of Tax Deductible Donations Made By Individual Australian Taxpayers in 2012-13', prepared by Professor Myles McGregor- Lowndes and Marie Crittall at the Queensland University of Technology, which can be accessed here. The total amount donated and claimed as tax-deductible donations in 2012-13 was $2.29 billion (compared to $2.24 billion for the previous income year). This constitutes an increase of $51 million from the previous income year. . The average tax-deductible donation made to DGRs and claimed by Australian taxpayers in 2012-13 was $504.02 (compared to $494.25 in the previous income year). This average amount has nearly trebled in the last decade. In 2012-13, 4.55 million Australian taxpayers (or 35.60% of the Australian taxpaying population) made and claimed tax-deductible donations. This has flat lined since the previous year where 35.62% or 4.54 million taxpayers made and claimed a gift.
- 3. 3 Introducing Tapangive.com For hundreds of years, perhaps thousands, institutions have been collecting funds in donation boxes, and the primitive way in which this is done, hasn¨t changed in all that time. It¨s almost incomprehensible that, as we move towards more cashless lives, that this is still the way we are asked to publicly donate. Searching the Internet, one finds many kinds of donation boxes, some heavy and crude.... Checking modern boxes, one finds most have upgraded to Perspex and steel such as this one at Sydney airport or here at the State library of VIC. Even looking smarter, the principle, actual visible money via a slot, still remains as antiquated as ever. Indeed, this way of collecting money is surely archaic and impractical. Firstly, such boxes have to be in secure places. Secondly, the money has to be handled and counted. Thirdly, no receipt is given for donations made We propose tapangive.com The Tapangive is an ATM which gives no money only collects it. some themed like this lifeboat with a slot
- 4. 4 It is basically a give¨n go (possible alternative name) terminal on a pole. Here¨s a mock-up placed near the historic Henry Kendall Cottage, Central Coast, NSW. The final unit may look very different. The Tapangive brand prides itself for an artistic and interactive final product. Crucially and characteristically each Tapangive will be located at a point of experience, a place where you¨re enjoying a facility, the zoo perhaps, an art gallery, a historic building, and are feeling that you would like to contribute to the upkeep or improvement of that facility. As mentioned, the Tapangive that we bring to market may not look like this mock up, but it will be elegant, anchored, sculptural and weatherproof. It may be outside as here, or in a lobby. It may also be portable rather than anchored, ready for installation at special events. As we deepen our market research it seems a portable one may be the ideal kick off prototype, to assign to a large charity event, a bank like ANZ or a natural disaster fund raising. This portable design will gain the positioning in the customers mind we need to build fixed machines in other areas. Interaction is easy. The screen comes alive at a touch of one¨s card or phone, displaying the language choice, and explaining what the unit is raising funds for, a short sales pitch in effect.
- 5. 5 The screen will also display pre-set denomination buttons so that the amount to be given is easily entered, and is encouragingly modest. We envisage there will be buttons for 5-10-15-20 and 25 dollar donations. Wave your card /phone and you¨re almost done. Waving a Smartphone over the screen will also be a coming option. Thus, for as little as the price of a cup of coffee, you become a helping hand. The machine itself will either be owned by the institution/charity or leased. The units will be sturdy to withstand vandalism, and designed to be trouble free, and either permanently mounted or moveable. Revenue from the machines will go straight into the account of the charity with tiny fractions going to Tapangive.com and the host Bank. The Tapangive would be solar powered and thus completely independent of the site. To what extent they are placed outside as opposed to semi-sheltered environments, like an art gallery lobby, may depend to what extent they prove prone to vandalism. Tapangive will be able to assist large institutions and meet small local needs alike. Next to our local bike path on the Central Coast, this Tapangive could be seeking funds for a path extension, much desired by local cyclists and walkers, but more than the local council can afford. It is easy to imagine how delighted cash strapped institutions would be to have this freestanding funds collector right there in the flow path of visitors. Tens of thousands of historic buildings in Europe await their Tapangive, a means of catching visitors as they exit the church or castle, hopefully filled with generous feelings stemming from the recent visit. It¨s take up potential, is truly global. The kudos attached to Australia coming up with this concept, is considerable. Perhaps Victoria, now dubbed The innovation Centre of Australia, should be its home, though I would prefer that the accolades go to New South Wales Tapangive.com It gathers new donation money in a new and easy way, enabling everyone to be a good local or global citizen. Tapangive ? can become an enjoyable habit. It will feel good to be seen to donate, you gesture approvingly noted by passers-by. Kids will undoubtedly cajole parents to Tapangive. Huge pester power, one predicts.
- 6. 6 Just as ｀Selfies¨ have become a global craze, perhaps doing a ＾Tappy￣ may become popular as a gesture of having been there, done that, proof delivered via one¨s bank statement or into your phone at the moment of giving. If the receipt goes into the phone, it can be accompanied by a colourful picture of what you¨ve helped support, an image ready to email to friends, a sort of generosity boast. It is also allowing for easy collection of receipts to claim charity tax back. A follow up document/notification will be sent the donator to show what their money went to. So they literally feel they are a part of the building blocks for change, with the creators one step at a time. Tapangive ? meets six key needs. 1. Modernity. It will appeal to Millennials who can¨t resist card and phone interfacing 2. Ease of giving. 3. Painless giving because Tapangive asks for very little. 4. The wish for a reward, boasting image transferred to phone. 5. Security of the donation. 6. Potential steady cash flow to Tapangive owners and leasers. Being the idealists that we are, we see Tapangive as mainly for institutions which in some way promote the public good. Charities and community organizations which host them will have to meet certain criteria, yet to be precisely formulated, to qualify. Charities may find it useful, if they have site specific situations like events, to place a portable unit on site. With a charming spruiker beside it to explain the concept and the goal. The RSPCA or Diabetes Australia could do well in a mall, the spruiker totally hands free. Host entities might also occasionally be individuals. Just as some families fund a bench overlooking the beach in memory of a departed loved one, a family or a club might pay for a Tapangive to support beach regeneration in the name of the person they wish remembered. As well as being site specific, a Tapangive could collect funds in disaster situations such as the recent refugee crisis. People would know that their local Tapangive is an effective place to go to give money in such situations. The hooded screen will tell the story of what is supported. A follow up email would be sent to the phone, so that ｀tappers¨ know exactly where and how their money is being used! One could opt in for progress reports for ongoing work on say, a bike path, for example.
- 7. 7 Target Market. We have identified our consumer segments as socially aware, millennials, natural philanthropists, community minded people, and cultured people. Consequently, until further notice, the mass undifferentiated marketing strategy will best suit our project. The product and idea of tapangive will stay the same only to be tailored by the event or site holder. Positioning Our aim is for Tapangive to become a well-known and efficient way to donate. We hope to position ourselves within the consumers¨ minds as the most modern way to give conveniently. Doing a ｀Tapangive¨ will become a norm. The shock of the new. Whilst general human needs are timeless, shelter, food, love, friendship, status, wealth, etc, how these needs are expressed in the marketplace, comes as a constant surprise as they change through generations. This is why the new is always new. Whilst the need to communicate has been with us, who would have predicted 15 years ago, that you¨d never leave home without a phone? Moreover, that people would be consulting that phone dozens of times a day, or that texting would become a whole new activity with no historical equivalent except perhaps the telegram. Whilst narcissism has been with us forever, who would have predicted that people would feel compelled to constantly photograph themselves in whatever location they happen to be, a sort of new place marking activity. The same surprise factor may be true for Tapangive. Whilst generosity is a widespread human impulse, it¨s possible that social analysts of the future may confess, ｀who would have predicted that tapangive, would lead to such compulsive small-scale giving?¨ Who would have predicted that a sizeable portion of the population would not be able to pass by a Tapamgive, without a place marking donation? The location of the Tapangive, by the way, might be signalled by one¨s phone, there being a geolocation app for habitual givers. Why might this happen? To give in small painless amounts, to causes that we deem worthy of support, is a sure fire feel-good action. Science may even show that it releases endorphins.
- 8. 8 Just as millions of people get a tiny thrill of expectation at the moment of buying a lottery ticket, the tapangive experience may give a tiny shock of satisfaction related to one¨s senses. Some have suggested that an easier option, rather than our fixed device, is an app on one¨s phone that would be triggered by geo location. This meets the idea of giving at the point of experience, but we think that whilst some may take it up, it would have a large annoyance factor. This is where ｀Shout¨, and Tapandgive could all collaborate to create mutual benefit. One wants to give at one¨s own choosing, and the prompt of seeing the Tapangive standing there, asking but not shouting, is more appealing, we suggest. It¨s also been suggested that there could be an app. which would alert people who like the idea, to the presence of a Tapangive in the neighborhood. This makes sense to us. We have had an Initial Invention Assessment done by Caskaip. They have concluded that the device is not patentable, though some small aspects of it may be. They surveyed the market and concluded it has good potential. ＾The charity market appears to be large with about 2.5 Billion Dollars worth of tax deductible charitable donations per year. (JBWere) ＾Australian Giving Trends C Stuck on the Plateau￣ by John Mcleod August 2014( (Caskaip). They also stated, ＾we could not identify any direct Australian based competition￣ (Caskaip 2015). So how we proceed from here? Find an angel investor or investors to finance research and build a prototype. Welcome the possibility of recruiting owner/managers who may take over the idea, with ourselves, the IP owners, retaining a guardian and investment role. Locate a ＾hero￣ site or sites. A hero site or sites is where the first Tapangives will be launched. Hero sites will be chosen for their traffic, their charm, their needs, and their story they tell. We would expect there to be much publicity around the Tapangive launch, it being a truly new concept who¨s time is now. The more intriguing the site, the more publicity. 1. Set up a relationship with a bank or banks to process the transactions 2. Design the prototype with a look for maximum appeal to the average giver. 3. Build the prototype and just install it hero sites. 4. Monitor the prototype to collect data to indicate the viability of the general idea. It might be good if the prototype was located in competition with a traditional collection box to see which performed better. 5. Based on the data obtained, determine how to proceed
- 9. 9 In closing we understand the technology already exists in the market place. Tapangive holds IP to the aesthetic appeal. Whether the machine lights up, or shows an image of a flower or wishing well growing with each donation. Possibly even a 3D mapping with a phone onto a sculpture. Tapangive prides its brand on an artistic finish, that is not lavish to reflect wealthy areas, no this is not the point, it is a modest, interactive machine that taps into the psyche of ｀status¨ pairing philanthropic nature into a visible ｀look at me doing this¨ point of experience. We are also open to developing tapandgive app to be on a phone within a tapandgive sculpture. This could be more cost effective and bring focus about the artistic design. Thankyou Mike Rubbo and Ellen Rubbo, inventor¨s designers of Tapangive.com August 2015. 02 43821866, 0425 230 217, 0425288465 Mike is an Emmy award Film maker, Artist. Fulbright scholar. Stanford University. He has Masters degree in Communications. Was a Harvard Lecturer in documentary and a AFTRS documentary course provider. Former head ABC documentaries, he¨s now social activist and inventor, Living with his family at Avoca Beach, New South Wales. Ellen Rubbo, Creative partner. Daughter. Diploma of Marketing and Events Management C Bachelor of Communications C Entrepreneur - Networker Michael.rubbo@gmail.com Ellen.rubbo@gmail.com. .