John Lambie
Singapore, CA (SGP)
Role(s):
C-Level Executive (CEO, CFO, etc.)
Appalladium pty ltd
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Startup
Location:
San Francisco
Industry:
Technology/Web
Year Founded:
2016
Number Employees:
1-10 people
Business Stage:
Growth (not profitable)
Entity Type:
Limited Liability Company
Description:
PROBLEM
Mobile advertising is broken!
What should be the biggest, brightest boom in media history is dead on arrival.
Globally, we spend 41% of our media time on our smartphones – that's no more than TV. Yet mobile attracts only 26% of the ad dollars. Response rates are measured in tenths of a percent.
Why?
• Crappy creative
• Intrusive "interruptive" delivery
• Brain-dead media targeting (demographics, timeslots, etc.) that haven't matured since the age of radio – in short, based on "guessed intent"
Resulting in irrelevant ads being delivered at the wrong time to the wrong people.
SOLUTION
What if we could tap into what people were actually thinking, feeling, talking about and doing – and deliver adds based on this "EXPRESSED" intent rather than "guessed" intent?
Meet Dextr:
A. A predictive keyboard used across the gamut of mobile activities: tweets, posts, chats, messages, notes, searches, comments, tags, SMSs and emails
B. That offers helpful suggestions to make text generation more efficient
C. With the ability to turn these suggestions keywords into keywords – seeking, finding and delivering relevant ads branded content in real-time – right at the precious "moment of intent"
TARGET MARKET
A. The “mobile” generation – anyone who uses their mobile device to communicate and share text-based information. i.e. EVERYONE!
B. Brands – who are desperate to communicate the value of their products and services to the most watched screen on the planet
C. Media agencies – who are under fire to lift mobile advertising performance, and who are also under scrutiny for fraudulent practices and have undermined the very integrity of their own industry.
MARKET SIZE & GROWTH
A. Consumer market: Over the next 5 years, our total global addressable market is estimated at 3 Billion users.
B. Advertising market: Global mobile ad spend:
2016: $80B
2020: $250B
This represents 33% y-on-y growth.
We have set aggressive targets to capture at least 2% of this market by 2020. Using a freemium pricing strategy, we will monetize via a combination of:
• Free downloads
• 100% Global reach via app stores
• Partnerships with OEMs, Telcos and Media Agencies
REVENUE
Our revenue will primarily come from keyword-based advertising: including CPM, CPC and CPA
Dextr can generate ongoing revenue, with an annual value of each customer of USD$2-$3.
Our projected revenues are:
2017: $70K
2018: $1.6M
2019: $11.8M
2020: $ 156.7M