Executive Summary - project "http://DreamFoot.net"

1.
Summary
http://DreamFoot.net/ ‐ is the online football manager game for people of any age.
Problem
Traditional online football manager games are represented by 2 types: “fantasy leagues” and
“usual managers”.
• In “fantasy leagues” the idea is to get a team with real name and follow up the results
from real life, earning money from bets on matches’ scores. In this case the aspect of
game is almost absent: nothing depends on the user’s skills, the process is time
consuming as it coincides with the real football season. In other words, fantasy league
has not gone far away from reading the football newspapers and dealing with
bookmakers.
• The “usual managers” type is built on the virtual football season with higher match
frequency which can entertain the users more, but currently on the market we observe a
lack of functionality in such games and very predictable scenario. Usually everything is
about to improve your team and play matches in order to get the highest ratings.
Solution
We created a completely new scenario, which contains a combination of reality and exciting
functionality. DreamFoot – is the online game, which doesn’t need any software to be installed
at the client side and is available for free. All what the customer needs is to pass a simple
registration and enjoy the entire football world: choose countries, teams, stadiums, footballers,
sports equipment, trainers, fan clubs, tactics and play as many matches as desired. For really
demanding users a such functionality like the issue/selling of football club’s shares on the stock
exchange, production of football boots, participation in auctions and bets is available also. The
important peculiarity of this project is that it is possible to choose your own objectives, like to
become the most rich, experienced, fair, popular manager or best predictor of match scores. In
the same time, this game stimulates people to invent, analyze and use the different ways to get
a success all the time, like: to play with stronger of weaker teams in order to get more money or
experience, find the vulnerability in competitor’s team and the moment when it can be used.
There are three main reasons of why our users stay loyal to our project:
- Excitement: the variety of functionality keeps people interested in the game scenario
while the huge number of available matches inspires a spirit of competition constantly
- Flexibility: It’s possible to spend 25 minutes per session a few times per day in order to
control the football team and play matches even when the user is off-line
- Reality: the users can still gather the real teams and enjoy such details of real world like
getting the revenue from many sources (stock exchange, production of equipment),
organize the football fan clubs, play official and friendly matches, create the private
leagues and manage the national teams.

2.
Market
According to FIFA statistics, there are 265 million male and female players in addition to 5
million referees and officials make a grand total of 270 million people - or 4 % of the world's
population - who are actively involved in the game of football. This represents approximately
€6M that is possible to earn in DreamFoot from implemented monetization system:
• At least 20% of visitors pass the registration, which means that at least every 5th person
is interested in football from incoming traffic. We believe this rate can grow in case of
target incoming traffic (like advertisement on the relevant websites only). We have not
been used any advertising services so far.
• Approximately 20% of registered users turn into the “core users” – people who play
DreamFoot every day. This rate can increase if we continue to improve the usability.
• Around 15% of core users turn into the “payable users” – who buy the premium
accounts, participate in bets on matches’ scores, transfer the money to the virtual
accounts of their football teams monthly, etc. Taking into account that the users can play
DreamFoot for free this rate looks ok. According to our statistics, every person from
“payable users” pays €4 monthly on average. These rate and payment amount can go
up if we keep on improving the design and usability.
Therefore, 270 000 000 visitors x 0,2 x 0,2 x 0,15 x €4 = €6 480 000, but in this calculation we
assume that 270 million visitors represent the mixed incoming traffic (i.e. only every 5th person is
interested in football). As you can imagine, the potential is much higher in reality: those 270
million of people from FIFA statistics actually are the ones who create a football as a kind of
sport and there are many more football fans who enjoy it (for example, only 2 football teams and
referee from these 270 millions can gather a full football stadium of fans with 50 000 – 70 000
seats).
DreamFoot clients will come from advertising and related social networks’ groups.
Significant investment by large companies in proprietary projects like the Terrafoot.ru of Mail.ru,
the Joga.com of Nike and Google, the Footballhero.uk.msn.com of Microsoft and Pepsi
demonstrate the high popularity of such projects.
Competition
There are a few big online football managers like Hattrik.org, TrophyManager.com, 11x11.ru,
and each of them has strong and weak sides. A strong side is that these projects have been on
the market for a while and have the reasonable number of users, which proves that their models
work. In the same time, they have a less variety of functionality that can be monetized, longer
football seasons, a smaller number of available matches per season, weaker detailing of
game’s tactics and a lot of manuals, which are needed to be read in order to start playing. In
other words, the users will need a lot of patience and time (sometimes up to 6 months) to get
the first results of their teams there. DreamFoot has no competitors in Ukraine and has 1
competitor in Russia, where the Euro 2012/2018 will take place.

3.
Business model
The game is fully developed and the functionality is tested by thousands of users, registered in
DreamFoot. Even though everyone can play this game for free, a wide monetization system is
also available. It consists of monthly premium accounts, conversion between real/game
currency and the additional services. Currently, we have between 13 000 – 17 000 unique
visitors per month which gives the revenue €500 - €600 according to the formula from above.
We keep on improvements and implementing the new features all the time.
Our team is interested in investments on the conditions, similar to SeedCamp ones: €50 000 for
8 - 10% of shares.
We would not hire the new people during the next 12-18 months, but would direct the
investments on:
1) Analysis/improvement of usability. The DreamFoot contains a wide scenario with many
details and features, in the same time we need to keep the balance between the number of
innovations and their convenience, which is a task for usability.
2) Analysis/improvement of design. It is important for a game to create a really amazing first
impression, which the potential client can get, just opening the website. That's why, it is
essential for us to be up-to-date with the last technologies and ideas in this area.
3) Web advertising. As the game and monetization models are already implemented, we
suppose, that the web advertising is needed to attract the new users and increase the revenue.
Technology
DreamFoot software is written in Perl programming language. It can run on all OS platforms,
providing an excellent memory management, which allows to keep a high speed of execution
when the number of users grows. The project is adjusted to any internet browser and a special
version for cell phones is available. The clients don’t need to download any software in order to
enjoy the DreamFoot.
Milestones
This project was initially created in Ukraine and still has no competitors there. The first
milestone is Euro 2012 which will take place in Ukraine. Taking into account that DreamFoot is
alive and fully developed project, our goal is to increase the number of users significantly and
become the most popular football web resource in this country by that time. The next important
milestone will be Euro 2018 which will be held in Russia, where a significant part of our users
are registered from. Currently, we have only 1 strong competitor there. It’s important to get
these markets first as we know their mentality, language and requirements, besides, football is
the most popular kind of sport there and the number of football fans is tremendous.
Background and Founders
DreamFoot.net is founded in 2005 (the old name was FDMpro.com). Our team (FDream) has
won Seedcamp Eastern Europe 2008 and participated in Seedcamp London 2008.
Andrii Oliinyk – is a founder and full-time developer with great experience in web development.
He has a master degree in physics and bachelor degree in finances.
Sergii Oliinyk – is a Senior System Designer at SimCorp Benelux with 5 years experience in
Finance and IT industry. He is working as a part-time consultant for DreamFoot and has a
master degree in mathematics, bachelor degree in finances and master degree in banking.