1. Product Teams
Consumer Mobile Merchant Card-Linked Operations Biz Intel
Cross-functional teams made up of
Engineering / QA / Product Management / Interactive Design
• Buy With • Android App • Merchant • Merchant • Short-tem • Internally
Three • iOS App Connect Connect sustaining automated
• Refer-a- Reporting Reporting development reporting
• Mobile Web
friend • Voucher • Voucher features for:
App
• Boutiques Redemption Redemption • Bug fixes • Marketing
• Map • Merchant
Portal Portal • Support for • Finance
Discovery Android and
iOS app for • Automated • Automated internal tools •
• Consumer Product
mobile commission commission like deal
Identity and • Sales
redemption reports reports production
Profiles
BoostYourBu BoostYourBu and
• Packages
siness Sales siness Sales customer
and deal
Site Site service
types
Focus areas for each cross-functional team
Platform - Ruby on Rails / MySQL
Scalable solution support by in-house systems team

2. Product Development – the BWM Approach
• Small, cross-functional teams mapped to value
streams
• Agile, lean development process
• Visible product & project performance data
• Fast cycles with feedback
• Value & outcome orientation
• Empirical vs. deterministic product management

3. Product Development – Process
• Collect data and analytics
• Gather qualitative feedback from customers
• Revisit market opportunities Review Roadmap and decisions
• Evaluate competitive signals
• Assess alignment with corporate strategy

4. Product Development – Team Disciplines
Members from each Product Management
functional team combine •Opportunity & solution
identification, product
to form cross-functional performance
product teams mapped to
specific value streams.
Quality Engineering User Experience
•Solution definition & •Usability analysis, interface
correctness Each Functional team has design, solution definition
specific objectives in
addition to executing
against a cross-functional
roadmap.
Middleware Presentation Layer
Engineering Engineering
•Solution definition, design, •Solution definition, design,
& construction & construction
Systems, Program Mgmt, Mobile
development not displayed

5. Teams
Consumer Social and Initial Experience
Sharing, Social Recommendations, Group Buying, Landing pages and on-boarding, Consumer life-cycle
optimizations
Mobile/API Team
Smart phone applications (iOS, Android) - merchant, consumer, Mobile optimized web application, New
inventory types on mobile
Operations Team
Maintain integrity of existing systems and applications, Implement small feature enhancements, Respond to
platform and business emergency
Deal/Merchant Team
New deal types (introductory, vertically based, private) , Travel, Personalization of deal delivery (hyper-local,
behavioral targeting) Merchant portal – campaign ROI assessment, campaign management and reporting,
redemption solutions, Merchant identity & profile – real time consumer interaction
Card-Linked Offer Team (CLOG)
Card-linked deals creation and delivery platform
Payment processing eco-system integration and transaction monitoring and events
Email Team
Daily deal optimizations, transactional campaigns, win-back campaigns, continuous optimization
Consumer Deal Display and Personalization Team
On site engagement, Personalization, optimization/Testing of Deal Presentation, Purchase process testing
and optimization
Business Intelligence & Customer Insights Team
User, Merchant, Deal lifecycle reporting

6. Teams
Team Team Members Status / To be hired
Consumer Social and Initial Eric Price (prod. expert), Eric Lee (uex) Fully Staffed
Experience Jennifer Goncalves (fed), Leo Shemesh (dev/facilitator),
Dan Rodriguez (dev), Steve Tom (QA), Mike Gamba (dev)
`` Mobile/API Team Chris Knappick (prod. expert/facilitator), Mike Hill (dev) Front-end developer
Mike Castleman (dev), Eric Galperin (dev), Vanessa
Torrivilla (uex), Steve Tom (QA)
Operations Team Jon Li (prod. Expert), Paul Prior (dev/facilitator), Aditya Fully Staffed
Mukherjee (dev), Amadeus Junqueira(fed), Michael Olaya
(uex), Fela Johnson (QA)
Deal/Merchant Team Seth Rosen (prod expert), Gabe Heafitz (dev), Zack Product Manager
Hannes (fed), Gui Weinmann (dev/facilitator), Jennifer
Feddersen (uex) , Joe Austin (QA)
Card-Linked Offer Team Bjorn Larsen (prod. expert), Eric Lee (design), Eric 1 Backend Dev, 1 Front
(CLOG) Galperin (dev), Kris Helenek (dev), Gavin (QA), Joe Austin End Dev, 1 UEX
(QA), Dan Kwok (facilitator)
Email Team Evan Frank (Prod expert), Anna Boyadjieva (uex), Matt 1 Backend Dev, 1 Front
Flight, Jared Brewer End Dev
Consumer Deal Display and n/a 2 Backend Dev, 1 Front
Personalization Team end Dev, 1 UEX, 1
Product Manager, ½ QA
Business Intelligence & Seth Rosen, Rob Mayer (db engineer) 1 Dir of Business Intel, 1
Customer Insights Team database dev, 1 backend
dev, 1 Analyst

7. Roadmap
Team July August September October November December
Consumer Social and
Initial Experience Initial Exp / Profile / Progress Social Connects / FB 2.0 Facebook App /
Merchant ID
Events
` Mobile/API Team
Map Discovery / Deal Mobile Web New Inventory Types
` types (CLOG, Travel, etc)
Social Innovation
Deal Types Merchant Apps
Deal Team
New Inventory Type 2 Platform Enhancements (dates,
Hyper-Local / More Deal Display Travel Channel reservations, etc)
Intro Deals
Card-Linked Offer Team
Onboarding Card-linked Loyalty Mobile Discovery Analytics/ Merch
(CLOG) Basic System
Integration Self Serv
Analytics v1 Credit Card Direct Feeds
Email Team No Team Daily Deal Redesign
Recurring Specialty
Preference Center
Winbacks, Birthday, etc) Emails
Transactional Redesign
` Merchant Team No Team No Team Post-campaign Pre-campaign
` experience experience Merchant Self
Serv / Identity
Engagement Maximizations**
Consumer Deal Display No Team No Team No Team
Purchase Process
and Personalization Team Optimizations
Personalization 1.0
Business Intelligence &
Customer Insights Team Departmental Consumer Consumer Merchant Deal Lifecycle: Predictive
Support Lifecycle: Email Lifecycle: Visits Surveys Pipelines Reporting

8. Consumer Web
Products

9. BuyWithThree
BENEFIT FUNCTIONALITY
• Encourages and incents viral sharing • Automated refunding of purchased deal if 3
around specific BuyWithMe deals friends buy the same deal
• Progress tracker allowing sharer to see how
close they are to free deal
• Integration of social context for both sharer
and sharee, including display of pictures and
names of friends who bought with them and
a customizable message from the sharer

10. Refer-A-Friend
BENEFIT FUNCTIONALITY
• Encourages and incents viral sharing • Automated distribution of BuyWithMe credit
around the BuyWithMe site when a friend joins the site and buys first
deal
• Invite tracker allowing sharer to follow status
of invited friends, including tools enabling
sharer to remind invited friends to sign up
and buy

11. Personalization Engine
BENEFIT FUNCTIONALITY
• Consumer can view deals in order of •Deals include hyperlocal tags (ie Manhattan
their geographic relevance to them for NYC)
•Deals are displayed in order of proximity to a
user’s zip code
•Flexible architecture that allows for
integration of other variables (category prefs,
past behavior, etc) over time

12. Merchandising Options
BENEFIT FUNCTIONALITY
• Merchants can run a deal with multiple • Fly out that displays multiple package options
package options (i.e massage + facial) in an elegant and scaleable way, while
• Customizable deals allow for: maintaining the visual consistency of the deal
• External purchase (i.e page
ticketmaster) • Seamless selection and purchase of one or
• Choose location at checkout multiple packages per transaction
• Require shipping information

13. Map-based deal discovery
BENEFIT FUNCTIONALITY
• Consumer can view deals in a map based • Integration with Google maps to display deals
format and easily identify and discover in map view
deals in categories and locations that are • In-page deal summary pop up
relevant to them • Deal sorting by category

14. Mobile Products

15. iPhone and Android App
BENEFIT FUNCTIONALITY
• Easier mobile deal discovery and • City landing page and deal display
purchasing • Mobile optimized and streamlined purchase
• Access to voucher on-the-go process
• One-click redemption of vouchers sends • ‘My Account’ and voucher sections with one-
info to merchant portal click redemption
• Increased engagement with push • Integration with social sharing and
notifications BuyWithThree

16. Mobile Web App
BENEFIT FUNCTIONALITY
• Easier mobile deal discover and • City landing page and deal display
purchasing • Mobile optimized and streamlined purchase
• Maximize mobile email delivery process
• Consumer access to vouchers on the go, • ‘My Account’ and voucher sections
without the an app • ‘Get the App’ call to action

17. Channels
BENEFIT FUNCTIONALITY
•Consumer can discover and shop deals •Admin tools to create deal “boutiques” that
merchandised around specific themes (ie group deals together around a theme
dinner + a movie, travel, motherss day, etc) •Flexible UI options for advertising and
merchandising boutiques on the site

18. Merchant Tools

19. Merchant Connect Reporting
BENEFIT FUNCTIONALITY
• Merchant visibility into: • Customer Acquisition focused data & graphs
• Consumer spending behavior • Customer Retention & Engagement focused
• Consumer visitation recency & data & graphs
frequency • Demographic reporting with consumer
• Consumer life-time value density heat map overlay
• Detailed visibility into active campaigns • Consumer card-linked purchase tracking

20. Redemption Tools
BENEFIT FUNCTIONALITY
• Tool for merchants to validate voucher • Voucher and customer name lookup.
and track redemptions in real-time. • Export into excel
• Method to integrate with POS systems. • Track notes
• Real-time credit-card based redemptions • Foreign voucher import allows merchants to
(in-development) use own POS numbers on vouchers.

21. Sales Site – Boost Your Business
BENEFIT FUNCTIONALITY
• Showcase BuyWithMe’s value • Embedded merchant testimonial and press
proposition videos
• Inbound interest capture • Contact form linked to Salesforce.com
• ***** • Content pages with overview of value-
propositions and BuyWithMe process

22. Partner Tools

23. Cobrand Experienced
BENEFIT FUNCTIONALITY
• Partners can feature exclusive and • Complete functionality of BuyWithMe’s core
relevant deals to their audience through web application and social features
our co-branded group commerce site. • Ability to upload 3rd party logos to maintain
look and feel
• Ability to change background and text colors
• Full lead and user tracking and analytics
• Co-branded onboarding page

24. Feeds, Widgets, and APIs
BENEFIT FUNCTIONALITY
• Complete access to BuyWithMe’s deal • Full Deal API
data, enabling partners to easily • JSON and XML deal feeds that can limit
customize the deal presentation and market
distribute the deals through their • JavaScript deal widget and signup widget
channels. library with support of the most popular IAB
ad unit specifications

25. Internal Tools

26. Deal Production Tool
BENEFIT FUNCTIONALITY
• Simple to use and scalable project • Complete Merchant and Deal CMS with
management tool to accommodate deal integration to Salesforce
life-cycle from contract to calendaring to • Production tracking and publishing
publication. management system
• Multiple-package deals
• Multiple location deals
• “Foreign Vouchers IDs” for integration with
merchant POS systems

27. Customer Service Tool
BENEFIT FUNCTIONALITY
• Real-time purchase and customer data to • Ability to lookup customers purchase and
provide provide customers with best-in- redemption history
class support. • Integration with in Authorize.net for refund
• Integration with Salesforce to track merchant
and customer support issues
• Discount Code engine

28. Reporting Suite
BENEFIT FUNCTIONALITY
• Self-service access for company wide • Data warehouse with nightly processes for
business intelligence for reporting on: quick report viewing
• User life-cycle • Reporting Services front-end for self-service
• Merchant life-cycle data and report extraction.
• Sale commission reports • Automated morning excel files
• Deal and finance
• Partner reporting

29. Platform

30. Logical System Architecture
internal user merchant consumer partner
internet internet internet internet
Internal Tools Merchant Portal Consumer Web
API/Services Layer
Merchandising &
Social Sharing Card linked platform Payment processing
Personalization Services
components
Voucher & Redemption Payment
AB Testing Secure credit card storage Transaction processing rails
Processing
Content Management Event Notifications Rewards processing Rules Engine
Deals Merchants Consumers Credit Cards Transactions
21

31. System Component Architecture
Core Card linked
lb1 lb2 lb1 lb2
http
http http/https
https https/sftp
Consumer Secure Merchant/ Workers WWW 1 - 3 Worker 1
1-6 consumer 1 - 2 internal 1 - 3 1-4
Secure 1 - 2 Database master Database slave
API 1 - 2
Database master Database slave
Encrypted Encrypted
database master database slave
21

32. Platform Monitoring
BENEFIT FUNCTIONALITY
• A comprehensive monitoring system for • NewRelic -Third party monitoring plugin
optimizing platform performance. • Nagios - Engine Yard's monitoring
• Monit - Unix process monitoring solution
installed per host
• Alertra - 3rd party, external monitoring of
website accessibility

33. Email

34. Email Product Suite
BENEFIT FUNCTIONALITY
• Customers and merchants receive a suite • Scalable email platform leveraging industry
of email communications based on user leading ESP, CheetahMail.
actions, geography, and customer life- • Ability to segment and target deals to
cycle to ensure high engagement. customers based on interest, location, and
actions
• Integrated social sharing functionalities
• 16 automated consumer action-triggered
emails for engagement and re-engagement

35. Testing and Tracking
BENEFIT FUNCTIONALITY
• Email Team can analyze campaign • User level data tracking
performances in order to deliver more • Extensive ability to segment and test emails
personal and relevant deal experience. for iterative optimizations

36. Current Focus

37. Consumer - Identity
BENEFIT FUNCTIONALITY
• Manage personal identity and • Improved information architecture and user-
friends, laying foundation for more social experience of account page
buying and interaction • Introduced concept of “My Friends”
• More complete information allows for: • Improved ability to manage subscription and
• Greater customer insights to deal preferences
merchants • Addition of progress meter to incentivize
• Ability to deliver more targeted completion of valuable actions
offers to consumers

38. Deals - Travel
BENEFIT FUNCTIONALITY
• Expand deal types and revenue potential • New multiple image carousel for display
by addressing product needs of travel venues and amenities
merchants in the travel industry • Better display of offer terms and packages
• Better deal display for customers, making within the deal page and email
it easier to understand and decide to buy • Travel date selector and voucher flexibility for
travel products more flexible booking and packing options
• Attract new merchants allowing for • Landing experience for national/affiliate
packaged travel deals traffic

39. Merchant App
BENEFIT FUNCTIONALITY
• New redemption option for merchants • New voucher bar code scanner using phone’s
without the need for desktop internet camera
access. • User reporting and insights for mobile
• Reliable method for merchants to close reporting.
the paper voucher loop. • Integration with card-linked products and
• Improved merchant access to deal demand generation controls (future
performance and customer insights. iterations)
• BWM achievement of competitive parity
.

40. On The Spot!
BENEFIT FUNCTIONALITY
• Relevant, always-on deal discovery based • Map based-deal discovery
on users’ location • Category filters and preferences.
• Allow merchant to control demand and • Voucherless, real-time redemptions
time-of-day
• Same-day redemption

41. Frictionless Redemption
Major Credit
Card Company
BENEFIT FUNCTIONALITY
• New redemption option for merchants • Partner with major credit card company to
using credit card rails generate ‘virtual credit card numbers’
• Automatically validate voucher numbers • Load credit and merchant ID to virtual credit
and prevent fraud card numbers via API.
• Ability to have instant or always on deals • Display virtual credit card numbers on
• Feedback look to BuyWithMe and vouchers
merchants for insights and follow-up • Mark vouchers as redeemed after cashier’s
engagement authorization