A mobile app to decode what you are consuming in any country

1. decodeIN
“Know what you consume”
TEAM - 5
Bartosz Suchomski
Leigh Clouston
Ethan Nichol
Evans Fortoh Fongum
Marzia Pe
Vipul Sonavane

2. Table of Contents
I. Problem Introduction
II. Service Provided by our App
III. Market Opportunities
IV. User Acquisition Strategy
V. Financial Projection
VI. Total Investment amount
VII. Investment Amount Usage
VIII. IT Infrastructure Overall view
IX. Security & User Privacy Policy
X. Identified Team Roles

3. I. Problem Introduction

4. •Situation:
Globalization has increased Traveler
numbers and mobilized an International workforce
•Complications: No easy guide to help people
navigate the foreign landscape
•Implications: Confused Travelers, health risks, and
loss of happiness
•Position: decodeIN, the mobile app that combines a
dictionary, encyclopedia, and translation tool
•Opening Action: Explore the details of decodeIN
and the business opportunity
•Benefits: Save time & money – know what you
consume
•We
will tackle each of these topics through the

5. Globalization has increased Traveler
numbers and mobilized an International
workforce
TheShanghai Daily reported that
Shanghai’s expat population now
exceeds 173,000 – a 6.7% increase from
2011.
 What’s more, that figure only accounts for
a quarter of the total number of foreign
residents currently residing in mainland
China.

February 20, 2013

6. Top 10 countries according to international tourist arrivals
•Number of expats living in China 600,000 in 2012 (sixth national
census)
•Similarly other countries like Saudi Arabia, Italy, Mexico are the
hot spots for the expats
•Tourism is a Trillion Dollar Industry (First Research)
Source: wikipedia

7. HSBC Expat
Expat Explorer Survey 2012

8. Problem Introduction
Tachipirina, Efferalgan
Tylenol, Triaminic
Panadol, APAP
Aspirin
Para, Pyrigesic, Metacin
对乙酰氨基酚片
Other Brand Names
Aceta, Actimin, Anacin-3, Apacet, Aspirin Free Anacin, Atasol, Banesin, Ben-uron, Biogesic, Crocin, Dafalgan, Dapa, Dolo, Datril, Extra-Strength, Efferalgan,
DayQuil, Depon & Depon Maximum, Feverall, Few Drops, Fibi, Fibi plus,
Genapap, Genebs, Lekadol, LemSip, Liquiprin, Lupocet, Milidon, Neopap, NyQuil, Oraphen-PD, Panado, Panadol, Panadrex, Panamax, Paracet, Parol,
Panodil, Paratabs, Paralen, Phenaphen, Plicet, PyongSu Cetamol, Redutemp,
Snaplets-FR, Suppap, Tachipirina, Tamen, Tapanol, Tempra, Tipol, Tylenol,
Uphamol, Valorin, Xcel
Source: wikipedia

9. Common names for “Arugula”
Common names for “Cilantro”
Rocket – UK
 Rugula
 Rucola
 Roquette
 Colewort
 Biological name:
Eruca sativa


Coriander – Asia
 Chinese Parsley
 Dhania - India
 Biological name:
Coriandrum sativum

10. II. Service Provided by our
App

11. Complications: No guides to help people navigate
the foreign landscape
Bart is Thirsty!
He doesn’t
understand
what he is
going to
drink…

12. Implications: Confusion abroad
Search for
food
Travel to new country
• Restaurants
• Grocery Stores
• Convenience
Stores
Purchase
food based
on tastes
Make future
food choices
Look for familiar Food
Choices
Time spent finding choice
Enjoy or
dislike tastes
May make poor
food
choices, expense
related to finding
“Likes”

13. Bart is
happy! He
used
decodeIN
and
managed
to know
what he is
drinking!
decodeIN…makes your
life safer and better

14. Mock Up
Home
2nd Screen
Profile
Home
Take a Picture
Match Results
Search….
Additional
Features

15. Mock Up
Profile (pop-out screen)
Match Results
Closest
results to
searched
ingredien
t
Name of Person
Allergies
Country
Link to
Facebook,
Twitter, QQ
Home
Match Results
Top 5 (in
language for
Country of profile)
Options

16. Mock Up
Additional Features
Each
Feature will
cost an
additional
$1.00 for 1
month of
use
Home
Options
Home
Effects
Origins
Next 5
Ingredients
Substitutes
Options

17. Start
Take
Picture
Translate in
known
Language
Translat
eSearch
Find match/similar
local product
Local language/
show in store
Features Flow
Input a
name in
search box
Search for
the
ingredients
Effects
Origins
End
Translate
back in known
language
Allergies

19. Databases for ingredients

http://fnic.nal.usda.gov/foodcomposition/usda-nutrient-datalaboratory

http://ndb.nal.usda.gov/ndb/search/list

http://tna.europarchive.org/20110116113
217/http://www.food.gov.uk/science/dieta
rysurveys/dietsurveys/
Could link to these databases for free

20. III. Marketing Opportunities

21. Market Opportunities
Smartphone Users
Trend
Attractive
Demographics

22. Market Trends Applications
now more than 400 million accounts with registered credit cards
in the App Store, making it the store with the most credit cards
on file anywhere in the world
The App Store is expanding from 120 countries to 152.
(http://mashable.com/)
1.2 billion smartphones will enter the market over the next 5
years, about 40 percent of all handset shipments).
(ABIResearch)

23. Global smartphone
operating system share
forecasted in 2016
Global smartphone
operating system share
in 2012
2.00%
2.50%
4.50%
3.30%
2.10%
Android
11.40%
1.50%
0.10%
Android
0
iOS
18.80%
68.80%
IDC (Feb 2013); IDC (Dec 2012) Source
BlackBerry
OS
Symbian
Windows
Phone
iOS
4.10%
19.10%
63.80%
IDC (Feb 2013); IDC (Dec 2012) Source
BlackBerry
OS
Symbian
Windows
Phone
• IDC (February 2013): 68.8 percent of smartphones shipped in 2012, shipped with
Google’s free Android OS
• That is more than three times the number shipped with Apple’s iOS (18.8 percent)
and dwarfs BlackBerry OS (4.5 percent) and Nokia’s Symbian (3.3 percent)
• In 2016, IDC (Dec 2012) predicts that market shares will look pretty similar to
2012, except for the rapid rise of Windows to take 11.4 percent of the market

24. Market opportunity
Smart phones
•In every country on an average 80% population uses mobile
•In every country on an average 40% population uses Smartphones
•In last quarter in 2012, 144 million android users and 40 million iOS users
added worldwide
•Worldwide app download 17.7 B in 2011
•Apps are engaging people 80 mins/Day including social networking sites
•On average 10 apps downloaded per month by single user
Competitors
Only on iOS
•5000 language translate related apps
•2000 medicine related apps
•200 Pharma related apps
•300 ingredient related apps
Number of downloads
•1,000,000+ downloads almost for every 4 star rated app
•10,0000 for an average rated app

25. Target Market: China
EXPATS


VISITORS
Approximately 600,000 in
2012 (sixth national census
reveals)
78% are Smartphone users
(based on our survey of 60
samples)


Approximately 57.6 million in 2011
(World Tourism Organization UNWTO)
21% are Smartphone users
(based on research
Android Market Share of 70%
Ios Market Share of 20%
Total Target
8.7 million people

26. UNWTO Tourism Reports
By regions, the biggest growth will be seen in Asia and the Pacific,
where arrivals are forecast to increase by 331 million to reach 535
million in 2030 (+4.9% per year).

27. Market Survey results
60 Respondents
decodeIN
What are
you
putting in
or on your
body?
Yes
No
I don't
Know
Do you have problems in
translating/understanding during 71.70% 18.30% 10.00%
daily routine ?
Do you feel the need in
translating food, beauty and
drug product ingredients ?
80.00% 20.00% 0.00%
Will decodeIN be useful for you
66.70% 20.00% 13.30%
?
How much are you willing to pay
71.70%
for decodeIN?
( $10 )
28.30%

28. Opening Action: Business
Strategy
Phase 1
Food
Phase 2
Medications
We focused on food –
63% of our survey
respondents on
Linkedin indicated
they would want an
app translating food
Phase 3
Cosmetics

29. Indirect Competitors
Most admired applications in these category – Majority have 100,000
users5 language translator apps in iOS
Top
Top 5 language translator app in Android
iTunes Language Translation
Jibbigo
Ultralingua
iLinguist
Linguo
Interpret
Free
Yes
Yes
Yes
No
Yes
No
Paid
No
Yes
Yes
Yes
Yes
Yes
Top 5 medicinal components apps in iOS
Component V3 Engine
No
Yes
Expedition
No
Yes
Dictionary of Medicine
No
Yes
My Medicine Plus
No
Yes
Medicine A-Z
No
Yes
Top 5 food ingredient apps in iOS
Allergy Maze
No
Headache Maze
No
Baby & Infant Maze
No
Asthma Maze
No
Chemical Maze
No
Yes
Yes
Yes
Yes
Yes
Free
Google Translate
Yes
Transzilla
Yes
Universal translator Yes
Fast translator
Yes
Translate
Yes
Paid
No
No
No
No
No
Top 5 medicinal components apps in Android
Injectable Medicines Yes
No
Medicines for
Yes
No
disaster
Medicines
No
Yes
Compendium UK
Equivalent medicines No
Yes
Natural Medicines
Yes
No
Database
Top 5 food ingredient apps in Android
Food Calorie
Yes
No
Food dictionary
Yes
No
Food+
No
Yes
Food & Me
No
Yes
Raw Food Way
Yes
No

30. SWOT
Strengths
Our idea is unique
Our object is human body,
undying demand
Opportunities
Countries where English is not
the first language
Daily use of App
Weaknesses
Authenticity of the data
Source of the data
Tie ups with multiple companies
Threats
Copy cats
Timely delivery of add-ons and
updates
Price for the app

31. DecodeIN
What are you
putting in or
on your body?
Total Started
Survey: 60
Total Finished
Survey:
60 (100%)
http://www.surveymonkey.com/My
Survey_Responses

32. About 67% of the
surveyed people
will be a potential
buyer of
DecodeIN App
About 72% of
the surveyed
people will be
willing to pay $
10 for
DecodeIN

33. Target Market: Expats in
China
Who is he?
Davide S.
•
Aged 23
Lives in Beijing
Studies in an International
university
•
•
What does he care about?




He enjoyes cooking at home
He always buys food in
international supermarket
He would like to know more about
Chinese names for ingredients
He doesn’t speak chinese,
He wants to find a solution for
eliminate this problem


34. Target Market: Expats in
China
Who is she?
•
Cindy L.
•
•
Aged 31
Lives in Shanghai
Works in a multinational
company
What does she care about?
•
•
She doesn’t speak
chinese, she tries to
understand what she is
buying every day, at the
supermarket
She will like to find and try
new chinese products but at
the only condition to figure

35. Market Segment – Visitors in
China
 Shelly and Joen C. Who are they?
Aged 38,29, Americans
 Travelling around China for
3 weeks

What do they care
about?
They just speak English
 They have preservatives
allergies
 They are worried to do not
understand the ingredients
of chinese products


36. Market Segment – Visitors in
China
 Abel H.

Who is he?
Aged 35, Libanese
Works for an International Company
based in Dubai
Travels twice a month to China

What does he care about?
He doesn’t speak chinese
He faces many problems when he has
to buy food and medical products in
China

37. IV. User Acquisition Strategy

38. User Acquisition? Estimated
User Data?




Different access to the App:
1. One time users - Tourists
2. a week/ 2 week users
3. Permanent Users – Expats
Expats in China – 600,000 (derive the total
market #’s here)
 Visitors to China 20 Million 2012
 Globally

◦ 21% worldwide users smartphone
 Market share: Android 70%
 Apple 21%

39. User Acquisition

How will we get users, what does this
mean

40. What kind of customers do we want?
Loyal Customer Base: User that takes an action that
ties back to ROI, such as purchase of premium version, repeat
visits and registrations
How to attract this type of customer?
Targeted advertising- advertised on apps that have similar target demographic
(travel apps, health related apps)
Social media search optimization- targeted advertising on social media sites,
YouTube video of app
Promotion on FreeMyApps, Appsfire, FreeAppAlert
Free month of use for logging in on Facebook, sharing with friends or registering
your email

41. Users: Quality vs. Quantity
Metric
Download Acquistion Model Loyal User Acquisition Model
Marketing Cost
$40,000
$40,000
Downloads
110,000
27,500
Cost-Per-Download
$0.36
$1.45
Registration Conversion
5%
35%
Registrations
5000
9,500
Cost-Per Registration
$8.00
$4.21
Value-Per-Registration
$6.00
$6.00
Our
ROI
($10,000)
$17,000
Model
Even though the Volume Based model delivers 4x more downloads at a lower cost,
the Loyal User model delivers almost double the registrations and a much higher ROI
Source: www.fiksu.com

42. User Acquisition Strategy
What we want to avoid:
Volume/Rank driven download acquisition
• “Buying” downloads: Partnering with a marketing
company that guarantees a certain number of
downloads or a certain ranking
• Too expensive- $1-2/ install. 20 million downloads
(industry standard)= $20 million!?!
• Use of possible fake accounts set up by agency,
automated bots or cheap Chinese labor to boost
rankings- App often never accessed or immediately
deleted after download
• Potential loss of membership to developer platformalready banned by Apple
• Incentivized downloads- offering online rewards for
downloading our app
• Users known for leaving negative reviews

43. User Acquisition Strategy

Tapjoy and other agencies too expensive- 50-75%
of a paid apps price per install, $0.35-0.57 per free
install
Acquisition can be as high as $1.31 per user (source www.venturebeat.com
Focus more on Lifetime Customer Value, quality users not quantity
Freemium version that promotes upgrade to paid verison

44. User Acquisition

Free month of use for signing up with your
social media account, sharing with friends
Cross promotion- advertised on apps that have similar target
demographic (travel apps, health related apps)
Social media search optimization, targeted advertising on social
media sites
Avoid incentivized downloads (users are rewarded with prizes or
points for downloading an app)- banned by apple, lower quality of
user, users are known for leaving negative reviews, benefits of
increased app store rankings are quickly lost as the app falls out
of the charts very quickly,

45. V. Financial Projections

46. Opening Action: decodeIN Financial
Projections
Q1
Q2
Year 1
Q3
Q4
Q1
Q2
Year 2
Q3
Q4
Income
New Users
Total users
Fixed Fee
Extra features
Advertisment
Impressions
$
Add clicks
$
TOTAL:
10,000
10,000
$39,900
$20,000
1,050 $
2,975 $
$63,925
12,000
22,000
$47,880
$24,000
14,400
36,400
$57,456
$28,800
17,280
53,680
$68,947
$34,560
20,736
74,416
$82,737
$41,472
24,883
99,299
$99,284
$49,766
29,860
129,159
$119,141
$59,720
35,832
164,991
$142,969
$71,664
1,260 $ 1,512 $
1,814 $
2,177 $
2,613 $
3,135 $
3,570 $ 4,284 $
5,141 $
6,169 $
7,403 $
8,883 $
$76,710 $92,052
$110,462
$132,555
$159,066
$190,879
3,762
10,660
$229,055
Expenses
Payroll
Programers
Advertisment
campaign
Social media
Expedia campaign
TOTAL:
$
$
75,000 $
8,000 $
75,000 $ 75,000 $
8,000 $ 8,000 $
75,000 $
8,000 $
75,000 $
8,000 $
75,000 $
8,000 $
75,000 $
8,000 $
75,000
8,000
$
$
$
5,000 $
5,000 $
93,000 $
5,000 $ 5,000 $
5,000 $ 5,000 $
93,000 $ 93,000 $
5,000 $
5,000 $
93,000 $
5,000 $
5,000 $
93,000 $
5,000 $
5,000 $
93,000 $
5,000 $
5,000 $
93,000 $
5,000
5,000
93,000
GROSS PROFIT:
$ (29,075) $ (16,290) $ (948) $ 17,462
$ 39,555
$ 66,066
$ 97,879
$ 136,055

47. Benefits: decodeIN Revenue
Model




$3.99 One-Time
Fee
$1.00 Extra
Features
$0.85 Price Per
Click
$3.00 Impressions
(1000)
Save Time
 Save Money
 Reduce Health
Risks


Product
placement food &
beverage

48. Detailed Financial
Investment?

Charges:
◦ Cost per user to acquire
◦ Cost to link to databases
 Google Translate – may not charge – just the app
using the data
 Wikipedia
◦ Cost associated with development
◦ Cost for Optical Character Recognition (can
get open source for this feature) whatever is
scanned in is what they took a picture
(manually pick)
◦ Database could be in the phone

49. Costs to Develop
One Time Costs
IOS vs. Android Costs
IOS: Annual Fee
$99 per year
Patent
$625 - $825 for the
filing fee
$870 for the issue
$565 maintenance
for 3.5 years
Total Universal
Costs ~ $2,300
$20,000-$50,000
(6 months)
Android: Annual
Fee $100 per year
$16,000-$40,000
(1-2 months)
Both Code Audit:
$8000 for a week
Total Costs: User Acquisition + Development = $112,400
Total Revenues: 27,500 Downloads @ $3.99 = $109,725

50. Break Even Graph
When will we launch our phases
 How many users will we need to
acquire


51. VI. Total Investment Amount

52. VII. Total Investment Usage

53. VIII. IT Infrastructure
Overview

54. IX. Security & User Privacy
Policy

55. X. Identified Team Roles

56. Our Management Team

57. Miscellaneous

58. 
















Expat Explorer is the world’s largest
global survey of expats. Commissioned
by HSBC Expat, a trading name of HSBC
Bank International Limited, and conducted
by third party research company YouGov,
5,339 expats were questioned through an
online survey.
Now in its fifth year, the survey continues
to provide valuable insights into expat life
around the globe.
Individuals from six continents described
the opportunities and challenges they
experience living away from home. The
survey provides an insight into how
expat life differs from country to country,
continent to continent and from an expat’s
country of origin.

59. 
















The report covers three
key aspects of expat life:
Expat Economics
Expat Economics looks at a range of factors including expat earning levels,
spending, saving and investing patterns, and
the impact of the current global financial
climate to paint an informed picture of expats’ economic situation around the
world
Expat Experience
Expat Experience looks at expat quality
of life including emerging trends on expat
relocation, how expats keep in touch with
friends and family, and their plans for
retirement
Raising Children Abroad
Raising Children Abroad looks at three
main factors deemed important for expat
parents: childcare, health and wellbeing,
and education and integration

60. 






BEIJING - Results of the 2012 Amazing China The Most Attractive Chinese Cities forForeigners survey were released. Expats c
hose Shanghai, Beijing, Shenzhen and others asChina's 10 most attractive cities f
or foreigners.
The cities that made the top 10 list are: Shanghai, Beijing, Shenzhen, Suzhou, Ku
nming,Hangzhou, Nanjing, Tianjin, Xiamen and Qingdao.
Launched in September 2012, the voting invited 175,400 expats over the past yea
r to appraisetheir favorite Chinese cities
BEIJING - Results of the 2012 Amazing China The Most Attractive Chinese Cities forForeigners survey were released. Expats c
hose Shanghai, Beijing, Shenzhen and others asChina's 10 most attractive cities f
or foreigners.
The cities that made the top 10 list are: Shanghai, Beijing, Shenzhen, Suzhou, Ku
nming,Hangzhou, Nanjing, Tianjin, Xiamen and Qingdao.
Launched in September 2012, the voting invited 175,400 expats over the past yea
r to appraisetheir favorite Chinese cities
Updated: 2013-04-09 17:28 ( chinadaily.com.cn)

61. 













Optical recognition system
Match with the format of list of ingredients
Database on the smartphone
Sequal lite
Every ten medical words it cost 20 rmb/ translation company for let’s say 1000
words – price?
We have to choose between food cosmetics and medications
Free scan barcode and try to figure out
Protection/ user partner / to do not run the risk that someone else copy in other
country
Only in china?
User of Android vs Iphone / local phone don’t have google player
Better Apple for this reason (above)
Find out if there are direct or indirect competitors ( and eventually explain why we
are different with our APP)
Different features – to kill the competitors
Don’t be cheap with project!

62. Features (Mobile Phone) (Each feature can have a price associated)
4/5 + 8/12 + 12/14
(77.4%) 31
China Mainland Ex-Pat – 593,000
Smartphone Users 77.4% = 355,252
Android Users 71% = 248,676
Visitors (permanent users) 57,160,000 to China 21% Users 8,400,000
SQL Lite – database is already in the phone – cost for data (by words, every 10 medical words will cost 20 RMB – phone up a
translation company (1000 medical words, how much will this cost?)
Buy access fee – search words (medical key word translation services) (medical translation database) (cosmetic translation
database)
Download a free bar-code reading app - click on the app to see the data coming back.
Could get standard information (service agreements – don’t allow the database to make an app) what country, anyone can
duplicate and launch into another country – what is the largest companies? Partner with them .
People with allergies, cosmetic ingredients (some preservatives are in these products), can’t find substitutes to,
Cosmetics, Medication, Food - could be 3 phases (huge categories) similar working ingredients – what is it called? What is it for?
(Narrow to one product catalog)
Launching in China – don’t leverage off the cloud as much – probably don’t need a Whofe – sold in the US apple Store & China
apple Store –
Android – what % of people actually purchase?
How many people in ex-pat community are using the android phone vs. I-phone
Upfront costs for android much less and more
Android Phone (local does not have Google play) only the carrier service app-store
What is the chance of the app getting duplicated using Android platform
Research – who are the competitors –(any known? Direct or indirect) what makes the app unique.
Allergies – market research – show this on the slides (back up slide)
Will probably cost $1 MM plus USD

63. Q&A
Thank you!