1. 1
your experiences on stage
PROJECT PRESENTATION

2. 2RunnyCard © 2013
RunnyCard is an app for iPhone/iPad and a website
it’s a viewer of feelings
which displays the emotions experienced in a run

3. 3RunnyCard © 2013
RunnyCard is an app for iPhone/iPad and a website
which displays the emotions experienced in a run

4. 4RunnyCard © 2013
RunnyCard displays the emotions that you lived in a run

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it’s a visual storyteller which enables each runner
to tell the story of his run
RunnyCard displays the emotions that you lived in a run

6. 6RunnyCard © 2013
it’s a visual storyteller which enables each runner
to tell the story of his run
it’s an advanced Training Log
that shows your race in a visual way
RunnyCard displays the emotions that you lived in a run

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#1 RE-LIVE YOUR RUN

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yesterday you run a race: Naples Run 10k

9. 9RunnyCard © 2013
this is your Training Log
…anonymous, emotionless, experts only…

10. 10RunnyCard © 2013
RunnyCard turns it into an animated movie
starring an avatar similar to you
who shows the emotions that you lived in the race

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START
RunnyCard © 2013

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FINISH

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→ a single frame of an animated movie
→ a postcard/poster to share online and print
on paper or gadgets
Start km 1 km 2 Km 3 Km 5Km 4
every km/mile becomes an image:

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#2 CREATE YOUR OWN AVATAR
RunnyCard © 2013

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create an Avatar similar to you
... you are twins now...

25. 25RunnyCard © 2013
for your avatar choose
body type; skin color

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for your avatar choose
the shape of the face, nose and ears;
the shape and color of hair, eyes and mouth (1)
HAIR

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EYES
for your avatar choose
the shape of the face, nose and ears;
the shape and color of hair, eyes and mouth (2)

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for your avatar choose
outfit (1)

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for your avatar choose
outfit (2)

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for your avatar choose
shoes

31. 31RunnyCard © 2013
edit the avatar whenever you want to adapt it to your changes
…you are skinnier, have a beard, wear glasses, etc…
- 6 kg
no more belly!

32. 32RunnyCard © 2013
dress your avatar as you like
…dress him up with the outfit you had in the race…

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#3 RE-CREATE YOUR OWN RACE
RunnyCard © 2013

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ready to show yours deeds!

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→ Pace you kept during the race
→ Physical Condition that you specified
PHYSICAL
CONDITION
the Avatar comes to life based on:
manually enter the
Pace on the website
or app
automatically import
the Pace from
Garmin devices
automatically import
the Pace from
running App
(Runkeeper, Nike+,
Runtastic, ecc.)
PACE
manually enter the
Physical Condition Value
on the website or app

36. 36RunnyCard © 2013
enter the Pace you've kept for each km/mile
automatically import it from
running App like Nike+,
Runkeeper, Runtastic, ecc.
manually enter it on the
website or app
automatically import it from
Garmin or other GPS watches

37. 37RunnyCard © 2013
enter a Physical Condition Value for every km/mile
that represents your feelings at that point of the race
› my legs are sooo heavy
› I’m exhausted
› my liver hurts so much
› why am I so slow?
› never, never again 42 km!
› I need a good coach..
› I’m a rookie
etc....
› I’m in a very good shape
› I’m flying…
› I’ll make my PB
› I feel invincible
› never felt so good
› no pain no gain
› I’ll speed up
etc.
NEGATIVE POSITIVE

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today I
never stop!
enter a Comment for each km/mile

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insert a background music

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see the race in several ways
for example with Avatar and Pace

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START
RunnyCard © 2013
NAPLES RUN 10k
John Smith
4/3/2013

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Km 1
4:22
NAPLES RUN 10k
John Smith
4/3/2013

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Km 2
4:21
NAPLES RUN 10k
John Smith
4/3/2013

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Km 3
4:15
NAPLES RUN 10k
John Smith
4/3/2013

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Km 4
4:11
NAPLES RUN 10k
John Smith
4/3/2013

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Km 5
4:02
NAPLES RUN 10k
John Smith
4/3/2013

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Km 6
4:19
NAPLES RUN 10k
John Smith
4/3/2013

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Km 7
4:55
NAPLES RUN 10k
John Smith
4/3/2013

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Km 8
5:09
NAPLES RUN 10k
John Smith
4/3/2013

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Km 9
5:18
NAPLES RUN 10k
John Smith
4/3/2013

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Km 10
FINISH
5:35Final Time: 46:27
NAPLES RUN 10k
John Smith
4/3/2013

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km 1 km 2
see the race with your Physical Condition Value
and with the places you met along the route
…monuments, landscape, historical and cultural places, etc…

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see the race with your Comments
today I’ll do
my PB!

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I’m in a very
good shape!

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it’ll be like a
stroll in the
park

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my legs feel
like a Kenyan
2013

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never felt so
good !
2013

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I'll finish 10'
before Mark
2013

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never slow
down...
I speed up!
2013

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flyiiing..
I’ll make my
PB
2013

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ouch...
yesterday I
drunk too
much wine…
2013

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I feel like a
sword in my
liver
2013

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how long
'til the finish
line?
2013

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HELP…
my legs are
sooo heavy
2013

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2013

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I'm a rookie!
I need a good
trainer
2013

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#4 SHARE IT WITH THE WORLD
RunnyCard © 2013

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the movie is ready to testify your deeds!
I made my
PB

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the movie can be:
SHARED ON SOCIAL SITES
youtube, facebook, twitter, g+, etc.
STORED ON YOUR COMPUTER
SMARTPHONE, IPAD AND CLOUD
SENT BY EMAIL
1
2
3
gdrive dropbox

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every km/mile of the movie is an image that can be:
SHARED ON SOCIAL SITES
facebook, twitter, g+, pinterest, ecc.
PRINTED ON PAPER
in high resolution and in several dimensions
(card, A4, poster, billboard, etc.)
PRINTED ON GADGETS
t-shirt, cap, mug, mousepad, stickers, ecc.
STORED ON YOUR COMPUTER,
SMARTPHONE, IPAD E NEL CLOUD
even in hi-res for printing
SENT BY EMAIL
1
2
3
4
5
gdrive dropbox

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example: put the movie on YouTube
Napoli Run 10k 2013
Gabriele Verdini
Napoli Run 10k

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example: share the movie on Facebook
Napoli Run 10k 2013
Gabriele Verdini

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example: share the images on facebook
Gianni Rossi shared MaxiMaratona’s photoGianni Rossi

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example: print the images in different sizes
print a postcard
print a poster
print a billboard

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example: print the images on gadgets
…t-shirt, sweater, cap, mug, sticker, mouse-pad, etc…

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create summary images of the race

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displays images and movies on your smartphone
RunnyCard © 2013

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#5 BECOME A STAR!
RunnyCard © 2013

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you are a STAR now!

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everyone has understood what you did:
YOU ARE A STAR!
you are a star because of movies
you ran a race
→ the avatar has started
running
→ videos of the race have
been created
you entered race details: you put the
videos on
YouTube,
Facebook,
etc.
your friends have seen the
videos; they commented
and joked about them
1 2 3 4
5

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your exploit is everywhere: YOU ARE A STAR!
you put the
images on
Facebook,
Twitter, G+,
etc.
your friends have seen
them; they commented
and joked about them
1 2
5
you printed them
(they hung on the
wall now…even on
a billboard!)
3
you printed them
on t-shirts, mugs,
caps, etc.
4
you are a star because of images

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you’ve created your Running Identity
and enhanced your Social Identity
Look how I ran
the New York City
Marathon
I am a
Runner!
wow! wow!

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#6 PICK UP THE VALUE
RunnyCard © 2013

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RunnyCard creates value for all players in the running world
1 runners
2 races
3 sponsors,
companies

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the value for Runners (1)
BEST PRESENTATION OF YOUR RACES1
RunnyCard movies and images, with the personalized Avatar who
plays your emotions, show your races in a very funny and
spectacular way
today I
flyyyyy !

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the value for Runners (2)
CREATION OF PERSONAL RUNNING IDENTITY
CREATION OF PERSONAL GADGETS
INCREASE OF PERSONAL STATUS
2
RunnyCard movies and images are viral elements shared frequently by
users
visual representation of emotions you experienced allows understanding
of your race to everybody, even to no-runners
printed images and gadgets about your race complete the construction of
your Running Identity (Running Status)

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the value for Runners (3)
CREATION OF A VISUAL TRAINING LOG3
RunnyCard allows you to store pace, emotions and memories of
your runs: using images and personalized avatar to show your race
is an impressive improvement of the traditional (old) Training Log
Start km 1 km 2 Km 3 Km 5Km 4
4.22 4.21 4.15 4.024.11

101. 101RunnyCard © 2013
the value for Runners (4)
INCREASE OF PERSONAL SATISFACTION AND FUN4
the ability to share your activities with friends increases your satisfaction
and commitment to running

102. 102RunnyCard © 2013
RECAP: the value for Runners
INCREASE OF PERSONAL SATISFACTION AND FUN4
CREATION OF A VISUAL TRAINING LOG3
CREATION OF PERSONAL RUNNING IDENTITY
CREATION OF PERSONAL GADGETS
INCREASE OF PERSONAL STATUS
2
BEST PRESENTATION OF YOUR RACES1

103. 103RunnyCard © 2013
the value for Races (1)
1 NEW ADVERTISING
RunnyCard provides organizers new and effective forms of advertising
that greatly enhance their offering to the sponsors:
movies, images and gadgets contain advertising dedicated to the
sponsors of the race
insert advertisement
at the beginning and
at the end of the
movies
(pre-roll, post-roll)
insert advertising
in images and
movies

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the value for Races (2)
2 NEW CUSTOMIZED GADGETS
RunnyCard provides new personalized gadgets about the race:
its images can be placed on many items such as t-shirts, caps, mugs,
mouse-pads, etc.
manufacturing and shipping of gadgets are handled by a dedicated
website

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the value for Races (3)
3 NEW PRODUCTS ON SALE
(MICROPAYMENTS)
organizers may offer RunnyCard services to their users for free or paid:
payments may relate to the purchase of a single product (eg. a movie)
or a subscription for unlimited use of RunnyCard in a period of time
examples:
a) it’s free to create some kinds of movie or images
b) it’s free to create a limited number of movies or images
c) it’s free to create movies and images; it’s paid their sharing or printing
d) it’s free to create movies containing advertising; paid are movies with
no advertising (subscription)
etc.
free contents = limited unlimited contents = subscription

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the value for Races (4)
4 VIRAL ADVERTISING
VIRAL PRODUCTS ADVERTISING THE RACE
RunnyCard movies and images are viral elements shared frequently by
users: they are powerful advertising tools capable of reaching a very
large audience

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the value for Races (5)
5 INNOVATIVE AND PERSONALIZED PRODUCTS
IMPROVEMENT IN STATUS FOR THE RACE
RunnyCard personalized products are very innovative, useful and fun.
They create a valuable "technological status" for the race, increasing
the value perceived by their users

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the value for Races (6)
6 CUSTOM APP
RunnyCard can create a customized version of the app dedicated
entirely to the race
RunnyCard
Naples 10k 2013

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RECAP: the value for Races
5 INNOVATIVE AND PERSONALIZED PRODUCTS
IMPROVEMENT IN STATUS FOR THE RACE
4 VIRAL ADVERTISING
VIRAL PRODUCTS ADVERTISING THE RACE
3 NEW PRODUCTS
(MICROPAYMENTS)
2 NEW CUSTOMIZED GADGETS
1 NEW ADVERTISING
6 CUSTOM APP

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RECAP: revenues for Races
1. Advertising on movies: advertising inserted in each frame, at the
beginning and at the end of the movie
2. Advertising on images: advertising inserted on images to print or
share (postcards, posters, gadgets, etc.)
3. Customized app: customized version of the app dedicated entirely
to the race
4. Gadgets: selling gadgets with images of the race created by users
(t-shirts, caps, mugs, etc.).
5. Premium services: direct sale of services to the users with micro-
payment formula (annual subscription, creation of a greater number
of movies, etc.)
RunnyCard offers new incomes to races:

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the value for Sponsors (1)
1 VIRAL ADVERTISING
VIRAL PRODUCTS ADVERTISING THE BRAND
RunnyCard movies and images are viral elements shared frequently
by users: they are powerful advertising tools capable of reaching a
very large audience

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the value for Sponsors (2)
2 NEW TECHNOLOGICAL, INNOVATIVE AND CUSTOMIZABLE
PRODUCT
RunnyCard personalized products are very innovative, useful and
fun: they increase users identification and loyalty to the brand

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RECAP: the value for Sponsors
2 NEW TECHNOLOGICAL, INNOVATIVE AND CUSTOMIZABLE
PRODUCT
1 VIRAL ADVERTISING
VIRAL PRODUCTS ADVERTISING THE BRAND

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#6 THE RUNNYCARD EFFECT
RunnyCard © 2013

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Runnycard is a worldwide innovation
a new way to represent your running
understandable by everybody
RECAP: the RunnyCard Effect (1)

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RunnyCard is a visual storyteller that allows anyone to tell
the story of his own race
an engaging, exciting and detailed story
a valuable personal memory
a funny event to share with others
an extraordinary builder of Personal Running Identity
a great advertisement for runners and races
a new income for races
a new way of communicating that puts running even more
in social life!
RECAP: the RunnyCard Effect (2)

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1. represents the runner using an avatar like himself
2. visually represents the emotions and feelings experienced during
the race
3. creates a custom animated movie that shows the personal
performance in the race
4. creates custom images about the race to be shared online and
printed on paper or on gadgets
5. creates a personal Training Log that shows data in a visual and
animated way
competitive advantage
RUNNYCARD IS THE ONLY PRODUCT IN THE WORLD THAT:

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#7 LAST MILE
RunnyCard © 2013

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Business Model
1. SALE OF ADVERTISING
2. SALE OF PREMIUM CONTENTS
3. SALE OF THE SERVICES TO RACES
4. APP CUSTOMIZATION FOR RACES
RunnyCard generates revenues in several ways:

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Business Model (1)
SALE OF ADVERTISING1
RunnyCard inserts advertising in movies, images, gadgets and website
Sale advertising can be handled by:
a. RunnyCard (direct sales).
b. Media agency, companies dedicated to creating, planning, and
handling advertising for their clients .
example: MindShare, Google AdWords, Banzai Adv,ecc.
c. Race Organizers

121. 121RunnyCard © 2013
Business Model (2)
SALE OF PREMIUM CONTENTS2
RunnyCard offers its services to users and races with the
Freemium/Premium mode
Services can be offered:
a. Free. All services are provided free of charge to users. Monetization is
achieved through advertisement (see previous slide)
b. Subscription. All services are available on payment of a subscription
(e.g. monthly, yearly, etc.). Subscription integrates monetization
through advertising
c. Premium. Some services are paid (e.g. creation of certain types of
movies or pictures, creation of a certain amount of movies or pictures,
etc.). It integrates monetization through advertising

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Business Model (3)
SALE OF SERVICES TO RACES3
On payment of a fee, RunnyCard offers some customizations to
the races :
a. Custom backgrounds for movies and images
b. Custom layouts for movies and images
c. Custom outfit for the avatar
d. Custom sound effects
e. Custom race diplomas

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Business Model (4)
APP CUSTOMIZATION FOR RACES4
RunnyCard customizes the app for races
The custom app can be closely linked to race website
e.g. movies or images are inserted directly into the race website

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Time to market
→ The first release of RunnyCard will be available from
November 2013
da luglio 2013 sono in corso le attività di contatto e
marketing con le gare e con gli sponsor

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contacts
Fabrizio Fabri
Project design and marketing
@ fabrizio.fabri@runnycard.com
m +0039 338 4733415
skype fabrizio-fabri

126. 126RunnyCard © 2013
THANK YOU for running this marathon presentation with me!
…it's time to go jogging with a friend…

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your experiences on stage
www.runnycard.com
info@runnycard.com