1. IDecideFast:
A web-based system for effective
decision making for the lay person
186 Customer Interactions
120 Online Surveys

2. IDecideFast: A web-based system for effective
decision making for the lay person.
Collaboration/Social Networking:
Categorized message board posts
What do I know?
1. Alternatives Useful
Information What consequences
2. Uncertainties What are my
choices?
Clear
do I care about?
Creative
3. Trade-offs Alternatives
Elements of
Values
A Good
4. Pros/Cons Decision
Helpful Sound
Frame Reasoning
What is it that Am I thinking
I am deciding? straight about this?
Commitment
to
Follow Through
Will I really take action?
Recommendation
Categorized Chat Decisions
Classes, Vacation, Major Purchases, …
Decision Analysis
Models
Algorithms
Specific Solutions (Templates) from
Bidding, Vacation, Health Care, ... Prior NSF Awards

3. BiddingPal
A web-based system for decision support in auctions and real estate

4. BiddingPal Team
• Ali Abbas
– PhD in decision analysis, Stanford University
– Extensive practice, research, and teaching of decision analysis
– Derived models for the bidding templates, coordinated
with customers, and oversees the overall vision.
• Andrea Hupman
– Ph.D. candidate at the University of Illinois.
– M.S. degree in Systems and Enterprise Engineering .
– Coordinates outreach and contact with partners.
• Sean Jordan
– Studied at the University of Illinois.
– Full-time programmer with extensive programming experience.
– Implemented the code for BiddingPal.

5. So Here’s What We Did (initially)
• Reached out to…
– Decision analysis software companies
– Decision analysis society members/experts
– Entrepreneurs
– Friends
– College students
• Online Surveys
• Onsite visits to potential partners

6. What We Learned (Value/Outreach)
• Start with a specific solution (template)
– Focus on problem/solution
Web-based decision support for online and real
estate bidding
– Build on Core competence
• Decision theoretic models
• Web-based programming expertise

7. IDecideFast (1st Version)
Traffic Build/Operate/ Rapid Decision
Maintain Online Bulletin Users –
Generators Feedback Automated College Students
Customer Social Networking Service
Student/ Acquisition Template Users
Professional Collaborative
Expanding Templates Advertising
Associations Decision Making
Companies
Modelers/ Detailed Solutions
Template/ for Select Problems
Domain Experts Algorithms
(Templates) Internet
Software
Developer
MKTing/Sales/Admin
People
Software Development Gathering Data Advertisement
Hosting/Infrastructure for Templates Template Fees
Incentives (initial customer acquisition) Coupons
Survey Costs

8. IDecideFast (Many Iterations)
Collaborative DM
Student/ Social Networking Online
Professional Build/Operate/
Automated Bulletin Users –
Associations Maintain Rapid Decision Feedback
Service College Students
Detailed Solutions
Traffic Customer for Select Problems Personal
Generators Acquisition (Templates) relationships with Template Users
Expanding Templates partners
Template/ Separate
Domain Experts Premium Bidders in
Models Online
Modelers/ Auctions
Algorithms Free model Own Website
Bidders in
Traffic drivers: Increases comfort in BiddingPal.Com
Real Estate
1. Bidding websites Software determining bid and
e.g. Ibid Developer willingness to
2. Decision software
Intermediaries (e.g.
participate Advertising
firms. Mobile app stores).
MKTing/Sales/Admin Companies
Eyeball access for
Ad companies
Software Development Ads for the free
People online auction
Hosting/Infrastructure Template Fees
bidding tool
Incentives (initial customer acquisition) Coupons
Survey/questionnaire costs for templates

9. BiddingPal Business Model
Traffic drivers: Online
Build/Operate/ Automated
1. Bidding websites Free model
Ibid, webidz, ubid Maintain Service for Bidders in online
Increases comfort
2. Snipers in online bidding bidders Auctions
3. Realtors Customer Personal
Acquisition and willingness to
(Champaign relationships with
Realtor participate Bidders in Real
Expanding partners Estate
Association)
Templates
Premium models Advertising
reduce costs of Companies
Modelers/
consultants Own Website
Algorithms
BiddingPal.Com
Software Eyeball access for Intermediaries
Developers Ad companies (e.g.
And Domain Mobile app stores).
MKTing/Sales Experts
Ads for the
Software Development Template fee
People free online
auction from premium
Hosting/Infrastructure models e.g.
bidding tool
Sales/Customer acquisition real estate

10. What We Did:
(Tested Hypothesis / Reach Out to Potential Partners)
Test Hypotheses:
– Are customers willing to pay for decision
support in bidding? Real estate offering/haggling?
– Would a free bidding app increase
participation in online auctions to make us
attractive for bidding sites/partners?
– Would online bidding sites be interested in
partnering?
– How much value is BiddingPal adding to
IDecideFast?

11. What We Did:
(Tested Hypothesis / Reach Out to Potential Partners)
• Reach out to…
– Real estate contacts , bidding web sites,
– Entrepreneurs, former executives of bidding
firms
– Bidding Customers: Interviews/face-to-face
Surveys
• Onsite visits to partners
• Online surveys

12. What We Learned - 1
(partners)
• Better understanding of partners
– Need to start with “smaller” partners for
whom we have a compelling value
proposition
– We identified two “real” partners for
customer acquisition
– IBid
– Champaign County Realtor Association
• Sniping sites find value in our product

13. What We Learned - 2
(customers)
• Better understanding of customers
• Customers are willing to pay $10 for help in real
estate haggling/bidding
• BiddingPal will increase participation in online
auctions – an attraction to potential partners
• Need more videos/ tutorials. Make it simple!
• Customer would like access through web site and
mobile devices.

14. What We Learned - 3
(product/outreach)
• Better outreach to firms
– Leveraged media exposure ( I-Corps, NSF)
– Leveraged UIUC prestige
• Specific model development
– Not generic research
– Partners will provide data/ specific domain
knowledge
– While the theory is developed, some of the non-
generic templates will require more work
(ongoing).

15. www.BiddingPal.Com

16. Online Bidding Template: Market Size
• Ad revenue of $2/user/year
• eBay has 100 M active users
worldwide
Total Served
Available Available • $2 M Target market implies 1
Market Market Target
$200 M $100 M M users
Market
$2 M • Current partner (Ibid) has
over 50,000 active users
and growing
*www.onlinemarketing-trends.com: “Average revenue per user in social networks set to rise.”

17. Housing Template: Market Size
• Number of homes sold
per month in the U.S. is
approximately 1% of
Total Served
Available Available population, i.e. 300,000
Market Market Target
$36 M $18 M Market • 10% of total market
$3.6 M
• Revenue/template $10
(Verified)
• Revenue = 3.6 Million/yr

18. Bidding Templates Under Construction
• Wine
• Fine arts
• Oilfield bidding
• Radio Frequency

19. What’s Next
Next Three Months
Ugprades to BiddingPal.Com
Continue focus on our two existing partners
Ibid
Champaign County Realtor Association
Develop two more partnerships: Priceline??
Expanding real estate connections in Chicago
Start Collaborative Decision Making Portion
Six Months
Develop two more templates
Marketing/Customer Acquisition
Collaborative Decision Making
One Year
SBIR Phase 1 Proposal

20. IDecideFast-Market Size
5 Million from bidding
templates alone. $100 Million/yr
Target
100Million 50 Million Market
users users
40 Million users
Google: 128 Million Users
28 Billion Dollars in Ad Revenue/yr

21. IDecideFast (1st Version)
Traffic Build/Operate/ Rapid Decision
Maintain Online Bulletin Users –
Generators Feedback Automated College Students
Customer Social Networking Service
Student/ Acquisition Template Users
Professional Expanding Collaborative
Associations Templates Decision Making Advertising
Companies
Detailed Solutions
Template/ Modelers/ for Select
Domain Experts Algorithms Problems
Internet
(Templates)
Software
Developer
MKTing/Sales/Admi
n
People
Software Gathering
Development Data for Advertisement
Hosting/Infrastructure Template Fees
Templates
Incentives (initial customer Survey Coupons
acquisition) Costs

22. IDecideFast (1st Iteration)
Build/Operate/
Traffic Maintain Rapid Decision Online
Generators Feedback Automated Bulletin Users –
Customer Service College Students
Acquisition Social Networking
Student/
Expanding
Professional Collaborative
Templates Advertising
Associations Decision Making
Companies
Detailed Solutions
Modelers/
for Select
Template/ Algorithms
Problems Internet Template Users
Domain Experts (Templates)
Software
Developer
MKTing/Sales/Admi
n
Software Development
People Advertisement
Hosting/Infrastructure Template Fees
Incentives (initial customer acquisition) Coupons
Survey/questionnaire costs for
templates
Gathering data for templates

23. IDecideFast (2nd Version)
Build/Operate/
Traffic Maintain Rapid Decision Online Advertising
Generators Feedback Automated Companies
Customer Service
Acquisition Detailed Solutions
Template/ for Select Template Users
Domain Experts Expanding
Problems
Templates
(Templates)
Modelers/
Algorithms
Internet
Software
Developer
MKTing/Sales/Admi
n
Software Development
People Advertisement
Hosting/Infrastructure Template Fees
Incentives (initial customer acquisition) Coupons

24. IDecideFast (2nd IterationBiddingPal)
Build/Operate/ Rapid Decision
Traffic Maintain Feedback Advertising
Detailed Solutions Online
Generators for Select Automated Companies
Customer Service
Problems
Acquisition
(Templates) Template Users
Template/ Expanding
Domain Experts Templates Separate
Premium
Models Bidders in
Modelers/ Online
Traffic drivers: Algorithms Free model Web Auctions
1. Bidding Increases comfort 1. BiddingPal.Com
websites e.g. Software in determining bid 2. Intermediaries Bidders in
Ibid Developer e.g. AppleStore Real
and willingness to
2. Decision Estate
participate
software firms. MKTing/Sales/Admi
n Eyeball access for
Ad companies
Advertisement
Software Development Template fee
People for the free online
from more
auction bidding
Hosting/Infrastructure sophisticated
tool
models e.g.
Incentives (initial customer acquisition)
Coupons real estate

25. BiddingPal (3rd Version)
Build/Operate/ Online
Maintain Free model Automated
Traffic drivers: Service for
1. Bidding Increases comfort
websites e.g. Customer in determining bid bidders
Ibid Acquisition and willingness to Bidders in Online
2. Decision participate Auctions:
software firms. Expanding 1. Traditional eBay Auction
Templates 2. Best Offer eBay
3. Three offers – eBay
Separate Premium 4. Name your own price -
Models Priceline
Modelers/
Web Bidders in Real
Algorithms
1. BiddingPal.Com Estate:
2. Intermediaries
Software Eyeball access for 1. Best Offer Real Estate.
e.g. AppleStore 2. Haggling – Real Estate.
Developers Ad companies
Advertising
MKTing/Sales/Adm Companies
in
Template fee
Software Development Ads for the
People from more
free online
Hosting/Infrastructure sophisticated
auction
models e.g.
Sales/initial customer acquisition bidding tool
real estate

26. BiddingPal (3rd Iteration)
Build/Operate/ Online
Traffic drivers: Maintain Automated
1. Bidding websites
Bidders in online
Free model Service for
e.g. Ibid Auctions:
Customer Increases comfort bidders 1. Traditional eBay Auction
2. Decision software Personal
Acquisition in determining bid 2. Best Offer eBay
firms. relationships with 3. Three offers – eBay
and willingness to
3. Realtors Expanding domain experts
4. Name your own price -
participate Priceline
(domain Templates
experts)
Bidders in Real
Modelers/ Estate:
Separate Premium Web 1. Best Offer Real Estate.
Algorithms Models 2. Haggling – Real Estate.
1. BiddingPal.Com
2. Intermediaries
Software e.g. AppleStore
Developers Eyeball access for Advertising
Ad companies Companies
MKTing/Sales/Adm And Domain And Domain
in Experts Experts
Template fee
Software Development Ads for the
People from more
free online
Hosting/Infrastructure sophisticated
auction
models e.g.
Sales/initial customer acquisition bidding tool
real estate

27. BiddingPal (4th Version)
Online
Expanding
Traffic drivers: Free model Automated
1. Bidding websites
Bidding
Increases comfort Service for
e.g. Ibid Templates
in determining bid bidders
2. Decision software Customer Personal Bidders in online
firms.
and willingness to
Acquisition participate relationships with Auctions:
3. Realtors domain experts 1. Traditional eBay Auction
(domain 2. Best Offer eBay
3. Three offers – eBay
experts) 4. Name your own price -
Priceline
Modelers/ Separate Premium
Models Web Bidders in Real
Algorithms
1. BiddingPal.Com Estate:
2. Intermediaries 1. Best Offer Real Estate.
Software e.g. AppleStore 2. Haggling – Real Estate.
Developers Eyeball access for Advertising
Ad companies Companies
MKTing/Sales/Adm And Domain And Domain
in Experts Experts
Template fee
Software Development Ads for the
People from more
free online
Hosting/Infrastructure sophisticated
auction
models e.g.
Sales/initial customer acquisition bidding tool
real estate

28. BiddingPal (4th Iteration)
Traffic drivers:
1. Bidding websites Online
Expanding
Ibid, webidz, ubi Free model Automated
Bidding
d Increases comfort Service for
Templates
2. Decision software in determining bid bidders
firms. Customer and willingness to Personal Bidders in online
3. Snipers Acquisition participate relationships with Auctions:
1. Traditional eBay Auction
4. Realtors domain experts 2. Best Offer eBay
(Champaign 3. Three offers – eBay
Separate Premium
Realtor 4. Name your own price -
Association) Models Priceline
(domain experts) Modelers/
Web Bidders in Real
Algorithms
1. BiddingPal.Com Estate:
2. Intermediaries 1. Best Offer Real Estate.
Software e.g. AppleStore 2. Haggling – Real Estate.
Developers Eyeball access for Advertising
Ad companies Companies
MKTing/Sales/Adm And Domain And Domain
in Experts Experts
Template fee
Software Development Ads for the
People from more
free online
Hosting/Infrastructure sophisticated
auction
models e.g.
Sales/initial customer acquisition bidding tool
real estate

29. BiddingPal (5th Version)
Traffic drivers:
1. Bidding websites Online
Expanding
Ibid, webidz, ubi Free model Automated
Bidding
d Increases comfort Service for
Templates
2. Decision software in determining bid bidders
firms. Customer and willingness to Personal Bidders in online
3. Snipers Acquisition participate relationships with Auctions:
1. Traditional eBay Auction
4. Realtors domain experts 2. Best Offer eBay
(Champaign 3. Three offers – eBay
Separate Premium
Realtor 4. Name your own price -
Association) Models Priceline
(domain experts) Modelers/
Web Bidders in Real
Algorithms
1. BiddingPal.Com Estate:
2. Intermediaries 1. Best Offer Real Estate.
Software e.g. AppleStore 2. Haggling – Real Estate.
Developers Eyeball access for Advertising
Ad companies Companies
MKTing/Sales/Adm And Domain And Domain
in Experts Experts
Template fee
Software Development Ads for the
People from more
free online
Hosting/Infrastructure sophisticated
auction
models e.g.
Sales/initial customer acquisition bidding tool
real estate