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Consumer privacy friendly digital marketing platform

India, Karnataka
Market: Internet and IT, Information and media, Services, Artificial Intelligence, Mobile applications
Stage of the project: Operating business

Date of last change: 08/23/2019
Min investment
$  50.000
Total required
$ 1.000.000
Rating
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Idea

Trapyz enables:

• Insights on consumer behavior modelling real-world data to derive purchase intent and buying propensity.
• Map customer journeys in the physical world, optimize digital campaign performance with contextual targeting and offline attribution.
• Visualize consumer online to offline experiences without infringing on consumer privacy.

Current Status

We are a early revenue startup with a launched software B2B SaaS product and client market traction.

Market Traction:
• Early revenues with a pipeline ARR of 400K USD.
• Adopted by the largest mobile video content aggregators in India with 100M MAU.
• A news content aggregator app with about 30M MAU leverages the platform for data.
• Integrated with leading global DMP and data partners with >1M user base for monetisation of their data.
• Working with a consortium of Airline, Airport and Aircraft OEM for enhancing passenger experience.
• Adopted by a leading e-commerce platform for monetisation of app data.

Our vision:

• Make digital marketing more consumer friendly without infringing consumer privacy.
• Be the go-to platform to map real-world consumer journeys by leveraging multi-dimensional offline data.

We enable:

• Insights on consumer behavior modelling real-world data to derive purchase intent and buying propensity.
• Map customer journeys in the physical world, optimize digital campaign performance with contextual targeting and offline attribution.
• Visualize consumer online to offline experiences without infringing on consumer privacy.

Real-world data offers unique insights:

• Built on an understanding of billions of anonymous multi-dimensional data points.
• Used by brands for sophisticated consumer analytics and behavioral insights.
• Foundational to a wide range of business decisions such as customer segmentation, right targeting including advertising strategy, campaign planning, store location planning, in-store merchandising, product development and platform monetisation.

Market

• Mobile digital ad spends is growing at 23% globally and 32% in India.
• Mobile shopping as a % of total is slated to reach 85% of overall online shopping by 2021.
• 57% marketers and digital advertisers are indicating ability to map offline consumer journeys as top priority in 2019.
• India alone has about 500 million+ smartphones and growing at 35% CAGR.
• The digital marketing spends in India was about 2B $ in 2019 and growing 32% YoY.
• The global market of Location Intelligence is estimated to be worth nearly US$24 billion in 2019 a CAGR of around 26% and likely to reach US$39 billion by 2022.
• The TAM in India is estimated to be 1.5B$. The global TAM is estimated to be 16B$.

Problem or Opportunity

Brands and Digital marketers today have no accurate means to map consumer journeys in the offline world and unable to provide seamless experience from online to offline.

The Problem for Brands and Digital marketers:

• Have no accurate means to map consumer journeys in the offline world and unable to provide seamless experience from online to offline.
• There is a >30% spillage in digital advertising costs due to non-contextual targeting and <5% corporates are even able to map consumer journeys in the offline world.
• More than 93% of consumers are worried about their data privacy while looking for personalized experiences and contextual engagement.
• Retail brands have little or no awareness of consumers’ shopping interests, preferences or buying propensity in the offline world unlike online retailers.
• Consumers are wary of annoying and generic mobile sms/email ads and instead expect personalized and context relevant offers.
• Brand marketers are at a loss in trying to create a seamless shopping experience from online to offline without information on right time, right place or right channel.
• Marketers are not able to attribute campaign performance owing to a missing link between online and offline consumer intent.

Solution (product or service)

We believe there is a middle ground where consumers can choose to share non PII data for better consumer experiences and Brands can benefit by right targeting and saving on wastage due to mass marketing.

Trapyz platform enables brands and marketers with:

• AI driven insights for better understanding of real-world consumer journeys.
• Intent-based audience segmentation by analyzing patterns in multi-dimensional data.
• Purchase intent and buying propensity of offline consumers for contextual targeting.
• Optimised ad campaigns performance with right targeting and track offline attribution.

With Trapyz, Brands and digital advertisers can:

• Visualize consumer personas to decipher preferences and interests in the physical world .
• Design marketing interventions to transition consumers from online to offline without infringing on privacy.
• Access real-world consumer insights on a ‘Data-as-a-Service’ model built on cloud-hosted dashboard.

Competitors

Competition:

Lookalike competitors - Placed, Factual and PlaceIQ
Platform competitors – Marketing clouds and Customer Data Platforms(CDP)s
Data companies – Data Management Platforms( DMP)s.

Advantages or differentiators

Differentiation:

• The core value is the ability to map consumer journeys across offline and online worlds by ingesting multiple sources of signal data.
• Improved locational accuracy by leveraging 52-bit geo-encoded hash maps for better modelling of geo-locational data.
• Better intent accuracy by leveraging ML driven intent engine designed with probabilistic algorithm models that derive purchase intent and buying propensity.
• Contextual intelligence on consumer behaviour without infringing on privacy or collecting any Personally Identifiable Information(PII).

Finance

Revenue model

• ‘Data-as-a-Service” subscription fee to brands & consumer insights as API service.
• Slab-wise pricing for curated intent-validated segments and enriched data sets.

Business model

Business Model:

• Provide Brands and Digital marketers with consumer analytics console on a cloud-hosted SaaS model.
• Source real-world location and lifestyle data sets from multiple partners like app publishers, DMPs, Wifi Access Points and IoT sensors across multiple locations.
• Monetise consumer data sets with brands and digital marketers for curated segments

Money will be spent on

30% on hiring talent and quality resources for building the product to scale to global standards. 40% for Business development and marketing to expand global reach. 30% for on-boarding partnerships for global expansion.

Offer for investor

We are open for discussion for a mutually beneficial offer

Team or Management

Risks

Key Challenges:

• Ability to attract and retain talent in order to build the product for scale and resilience.
• Find product market fit quickly and establish competitive differentiation in the market.
• Onboard early customers and create a frictionless adoption plan for business value.

Incubation/Acceleration programs accomplishment

• Selected to Airbus BIZLAB program 2019
• Graduated from the Cisco Launchpad Program 2018
• Graduated from to the Pitney Bowes Accelerator Program 2017

Won the competition and other awards

• Represented Startup India delegation at Slush 2018 Helsinki, Finland.
• Finalist at GITEX Future Stars 2018 Dubai
• Inducted into the Tissot Signature Innovation Club
• Won the Startup Award at RAI's Retech 2017
• Recognised by Govt of India Startup India DIPP
• Recognised by Karnataka Govt KBITS

Invention/Patent

Yet to be filed

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Idea
Current Status
Market
Problem or Opportunity
Solution (product or service)
Competitors
Advantages or differentiators
Finance
Invested in previous rounds, $
Business model
Money will be spent on
Offer for investor
Team or Management
Mentors & Advisors
Lead investor
Risks
Incubation/Acceleration programs accomplishment
Won the competition and other awards
Invention/Patent
Photos
Product Video
Website address