This document discusses how small and medium-sized enterprises (SMEs) can leverage cause marketing to support social responsibility goals in a cost-effective manner. It proposes a platform that enables SMEs to create social media-based marketing promotions, such as raffles and mobile coupons, to support local causes. This provides SMEs with a tax-deductible marketing budget while building goodwill with consumers, many of whom consider social responsibility when making purchasing decisions. Data suggests there is a large market potential as both cause sponsorship and mobile coupon usage are growing. The startup described aims to pilot this approach first in Greece before expanding internationally.

1. Bottom line meets Social Responsibility
angel.co/contests4causes
info@contests4causes.com

2. SMEs
&
Social Responsibility

3. SMEs’ Marketing Budget
Limited & Targeted to Customer Acquisition
• Online Advertising
• Social Media Marketing
• Discount e-coupons
• Raffles
• Print Advertisements
Cause Marketing ???

4. Cause Marketing
of consumers would recommend a
business that supports a good cause
over one that doesn’t
*Edelman 2012 GoodPurpose Study
of U.S. consumers consider social
responsibility when deciding what
to buy and where to shop.
*Cone 2013 CSR Study
72%
85%

5. How
Social media enabled marketing
actions in support of local causes
• Pay-per-participant, CTR logic
• No commission
• Easy to Use
We are “adwording Groupon”!!!

6. Products & Services
Website
Matchmaking gateway for SMEs and Non-Profits
Mobile Application
Consumer Engagement & “Giving Community”
Unique URLs
Reaching social media followers

7. Share-to-Participate Raffles
Share-to-Get Mobile Coupons
Sales Focused
Awareness and Promotion

8. Benefits for SMEs
Tax Deductible Marketing Budget
Consumer Preference Social Media Engagement
Increased Sales
Lower Marketing Costs

9. In millions of US
smartphone owners
*Nielsen Digital Consumer Report
150
100
50
0
200
Own
Smartphones Shopping via
Smartphone Use Mobile
Coupons
Market Size

10. Market Value
Cause sponsorship on the rise
*IEG Sponsorship Report
$1.84 B
in 2014
Mobile coupon market exploding
*Juniper Research
$43 B
by 2016
“Cause Marketing Startups: $4.4M Average Valuation”

11. Baby Steps:
• One Account Manager per city for up to a year
• Promote to local Businesses & Non-Profits
• Focus on social media active businesses
• Learn & adapt
Go-To
Moving Along:
• Establish local market presence
• Get the local giving ecosystem actively involved
• Recognize “Giving Businesses” with stickers, happenings etc.
• Expand and scale to new cities every 6 months or sooner

12. Launched in Greece
Sponsorships
Participants
30+ SMEs
early adopters
First 3 customers
2/3 early adopters
*public beta
500
450
400
350
300
250
200
150
100
50
0
Social media
sharing introduced*
Φεβ-14 Μαρ-14 Απρ-14 Μαϊ-14 Ιουν-14 Ιουλ-14 Αυγ-14 Σεπ-14 Οκτ-14

13. Founded Nov 2011.
Funding $765K
Founded Mar 2012.
Funding $3M
Ease of
Adoption
Founded Feb 2011.
Funding $7.2M
Community
Local
connection
Go-to-
Market
Ease of
Adoption
Services
Community
Local
connection
Go-to-
Market
Services
Community
Local
connection
Go-to-
Market
Ease of
Adoption
Services
Competition

14. Measuring Up
Community building
Community
Ease of
Local
Adoption connection
Focus on locality
Services Go-to-Market
Social Media enabled
Cause Marketing Actions
Web and Mobile
Raffles, Mobile Coupons, …

15. Targeting
World Giving Index
#1 Country
Establish presence in:
Secondary local markets:
Operations in:
San Francisco, New York, Austin
London, Athens, Berlin
Athens, Greece

16. Nikolaos Tsoniotis, MEng
CEO
Worked as a Telecommunications R&D Engineer. Believer of the
“Democratized Transactional Giving” movement. Startup enthusiast. Agile,
adaptable, but always focused.
The Team
Alexandros Binopoulos, BSc
CTO
Ideas hunter. Passionate about mobile, startups & meaningful innovation.
Strong technical background on mobile development

17. Thank you
angel.co/contests4causes
info@contests4causes.com