CThePlace is developing a mobile app called CThePlace to connect smart mobile consumers and in-store retailers. The app allows consumers to submit product requests including location and time, and retailers can respond with offers. Consumers can then book the offers. CThePlace aims to save consumers time and provide customized, local offers while helping retailers engage customers. The company is currently testing an alpha version and plans to fully launch in Milan within a year.

1. Milan, June 2015
Nasdaq for smart mobile-consumers and smart in-store retailers

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CthePlace
Our DNA
Nasdaq for smart mobile-consumers and smart in-store retailers
Business Model:
based on bid and ask
stock-exchange
experience
Market:
in between digital
and real world
Opportunity:
technology has generated
a bright class of consumers
and retailers

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New Scenario and Market Issues
Section 1

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New Scenario
Smartphones have transformed consumer behavior
72%of smartphone users don’t
leave without their device:
smartphones are always on
and always with consumers.
35% would rather give up TV
than their smartphone
Smartphones are used
everywhere:
97% at home,
86% on the go,
82% at coffee shop
of smartphone users
research products or
services on their device.
30% of users purchase
a product or service
Sources: Google/Nielsen Mobile Path to Purchase custom study (Nov 2013), Google Our Mobile Planet:Italy (May 2013)

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Mobile Consumers
Problem: Consumers want to save time and need customized
and contextualized information to make their decisions
of smartphone users
complain information
overload (mails, popups, etc.)
in their search. 38% say to
receive information they
don’t need
61% of users want to
save time in their search,
59% would like to get
information close to their
location and 38% want
to save money
smatphone users find not
being friendly the user
experience and 27% ask
for real time information
on products and services
Source: C•THEPLACE survey on Italian Mobile Market (October 2014) via surveymonkey.com
(Base: National representative population 18+, n=400)
40%

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In-store Retailers
Problem: connecting with new and existing consumers wherever they are,
whenever they’re searching for products and services
Source: Osservatorio Mobile Marketing & Service (Politecnico di Milano)
C•THEPLACE face to face survey on Retail Market, October 2014 (Base: Milan area, n=30)
Drive foot traffic to store
• Engaging new and existing consumers during their daily journey
• Using digital to extend their storefronts
Build a relationship with consumers
• Interacting with them
• Targeting their needs
Manage profitability on offers/promotions
• Balancing pros (more consumers, more turnover, exposure)
• Balancing cos (high fee, cannibalization, displacement, brand equity erosion)
EXPO
• Engaging Expo visitors during their stay in Milan
• Using customized tools to push their offering

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Business Model and Product
Section 2

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Operating Model
Main Features: Customization, Interaction and Self-Sufficiently
Bid (product+place+time)
Price (product/service)
Operation
➊ Consumer - by a smartphone - makes a bid setting product, place and time
➋ In-store retailer - by a digital device - makes an offer setting product and time
➌ Consumer books the offer
➍ Consumer pays and collects the offer
Price -% Fee
Match
(product, time, place)
Booking
Payment and Collection
Offer (product+time)
➌
➍
➊ ➋

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CThePlace Business Model
Market opportunity: new way of connecting consumers and retailers
harmonizing different successful business models
C•THEPLACE
BUSINESS MODEL
• Multi-sided Platform
• Revenue: transaction fee
Groupon / Booking.com
Couponing and booking
on products and services
Ebay
Self-sufficiently
Nasdaq
Bid and Ask
Yelp/TripAdvisor
Searching and following
retailers

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Product
60% of consumers
find C•THEPLACE useful
and would use it
a few times a week
OFFERTE ATTIVE
Consente di visualizzare
le offerte attive e prenotarle
C•THEPLACE
Consente di richiedere offerte
(anche in real-time)
con categoria merceologica, posizione,
giorno e ora, prezzo definiti dal consumer
Source: C•THEPLACE face to face survey on alpha version (October 2014)
(Base: National representative population 18+, n=70)

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Web app product
for retailers
Consente di visualizzare le richieste
dei consumers al mercato di prodotti/servizi
che rientrano nelle categorie del retailer
Consente al retailer di fare
offerte/buoni sconto sulla base
dei propri parametri
Consente di visualizzare le offerte fatte
dal retailer e i relativi dettagli
(prenotate, viste dai consumers, etc.)

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Technology Platform,
Market and Competition
Section 3

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Technology Platform
Based on Standard, Modularity and Scalability
ERP

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Italian Market
Italian Population 59,6 ml1
Big/Medium cities x 23%2
Age (15-59) x 59%
Smartphone Users x 55%3
Local Searchers x 84%3
Addressable Population 3,74 ml
Pro-capite spending 4
x 2.420 €
Potential Market 9.042 €/ml
Sources: 1
Istat 2011; 2
Cities with more than 100k population – Istat 2011; 3
Google;
4
Istat 2011 (Apparel, Electronics, Health&Beauty, Household care, Appliances, Food, Entertainment, Cosmetics, Jewelry)
9,0 bl €
Potential Market
3,7 ml
Addressable Population
6,5 bl €
2,7 ml
Top 5 cities

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Competitors (Mobile App)
A new consumer experience drives an unique positioning
Digital Commercial Flyer
Pazzixleofferte
Ultimo Prezzo
Doveconviene
mCommerce
FlashSales
Couponing
Restaurant Booking
C•THEPLACE POSITIONING
Privalia
MiniIntheBox
Lovethesight
Buyvip
LightinheBox
Wish
Hukkester
Flash
Showroomprive
SaldiPrivati
Gilt
Groupon
Letsbonus
Whatsuptoday
Groupalia
Youppit
1
Communication/connection between consumers and retailers
2
Customization of the request from consumers and the offer from retailers
Interaction1
Customization 2
Glamoo
PrezzoFelice
Spotonway
AppyU
My Offer
Poinx
Restopolis
MiSiedo
Just Eat

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Go to Market and Economics
Section 4

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Go to market
MOBILE
SOCIAL
MEDIA
PHYSICAL
CHANNEL
PR
VIRALITY
• C•THEPLACE microsite/landing page (SEO)
• On-line ads (SEM)
• Focus on key contacting points
(community, web sites, blogs)
App Store Optimization (ASO)
• Keywords
• Description text
• Quality screenshots
• Video demonstration
• Facebook
• Twitter
• Mobile ads (CPC)
• Moveable welcome points
• Retailers’ clients
• Newspapers
• Tech magazines / events
• Start-up magazine / events
• Life style magazine / events
Social Virality + Collaboration Virality + Incentivized Virality
• C•THEPLACE website (SEO)
• C•THEPLACE Blog
• Key influencer
• Content marketing (video, info-graphics)
• On-line ads (SEM), Affiliations (banners, etc.)
App Store Optimization (ASO)
• Stimulate reviews
• Link building
• Distribution Agreement
• Youtube, Quora, Pinterest, etc.
• Content marketing
• Mobile ads (CPD)
PILOT LAUNCH
WEB

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Business Economics
Main Features: potential high return based on a repeatable,
scalable and profitable business model
≈20,0 €
Annual Revenue per active consumer1
≈1,50 Usd
Cost Per Loyal User2
(cost of acquiring a loyal User)
Sources: 1
Internal estimates based on market data; 2
Fiksu Index for IOS Platform, March 2014;

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Roadmap and Team
Section 5

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Road Map
One year road map: product development and commercial launch in Milan
WE ARE HERE
Business
idea
2,5 months 2,5 months 1 month 2 month 6 month4 months3 months
Alpha
vers.
Business
Model Market Survey
Product Design
Tech. Feasibility
Market Pilot
Beta vers.
Product launch
Go live vers.
Milan
Coverage

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Team
A balanced mix of skills, ages and inspirations…
ALESSANDRO
TECHNOLOGY
ALESSANDRO
TECHNOLOGY
ALICE
DESIGN
MARCO
BUSINESS
PAOLO
MARKETING
GIOVANNI
TECHNOLOGY
GIANLUCA
BUSINESS

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THANK YOU!Team C•THEPLACE
contacts
g.eminian@ctheplace.com
+39 348 3674284
www.ctheplace.com