Consumer Mobile Merchant Card-Linked Operations

Engineering / QA / Product Management / Interactive Design

Biz Intel

• Buy With Three

• Refer-a-friend

• Boutiques• Map

Discovery• Consumer

Identity and Profiles

• Packages and deal types

• Merchant Connect Reporting

• Voucher Redemption Portal

• Automated commission reports BoostYourBusiness Sales Site

Product Teams

Platform - Ruby on Rails / MySQL

• Android App• iOS App• Mobile Web

App• Merchant

Android and iOS app for mobile redemption

• Merchant Connect Reporting

• Voucher Redemption Portal

• Automated commission reports BoostYourBusiness Sales Site

• Short-tem sustaining development features

• Bug fixes• Support for

internal tools like deal production and customer service

• Internally automated reporting for:

• Marketing• Finance• Product • Sales

Cross-functional teams made up of

Scalable solution support by in-house systems team

Focus areas for each cross-functional team

Product Development – the BWM Approach

• Small, cross-functional teams mapped to value streams

• Agile, lean development process

• Visible product & project performance data

• Fast cycles with feedback

• Value & outcome orientation

• Empirical vs. deterministic product management

Product Development – Process

• Collect data and analytics• Gather qualitative feedback from customers• Revisit market opportunities• Evaluate competitive signals• Assess alignment with corporate strategy

Review Roadmap and decisions

Product Development – Team Disciplines

Product Management•Opportunity & solution identification, product performance

User Experience•Usability analysis, interface design, solution definition

Presentation Layer Engineering•Solution definition, design, & construction

Middleware Engineering•Solution definition, design, & construction

Quality Engineering•Solution definition & correctness Each Functional team has

specific objectives in addition to executing

against a cross-functional roadmap.

Systems, Program Mgmt, Mobile development not displayed

Members from each functional team combine to form cross-functional

product teams mapped to specific value streams.

Teams

Consumer Social and Initial Experience Sharing, Social Recommendations, Group Buying, Landing pages and on-boarding, Consumer life-cycle optimizations

Mobile/API TeamSmart phone applications (iOS, Android) - merchant, consumer, Mobile optimized web application, New inventory types on mobile

Operations TeamMaintain integrity of existing systems and applications, Implement small feature enhancements, Respond to platform and business emergency

Deal/Merchant TeamNew deal types (introductory, vertically based, private) , Travel, Personalization of deal delivery (hyper-local, behavioral targeting) Merchant portal – campaign ROI assessment, campaign management and reporting, redemption solutions, Merchant identity & profile – real time consumer interaction

Card-Linked Offer Team (CLOG) Card-linked deals creation and delivery platform Payment processing eco-system integration and transaction monitoring and events

Email TeamDaily deal optimizations, transactional campaigns, win-back campaigns, continuous optimization

Consumer Deal Display and Personalization TeamOn site engagement, Personalization, optimization/Testing of Deal Presentation, Purchase process testing and optimization

Business Intelligence & Customer Insights TeamUser, Merchant, Deal lifecycle reporting

Teams

Team Team Members Status / To be hired

Consumer Social and Initial Experience

Eric Price (prod. expert), Eric Lee (uex)Jennifer Goncalves (fed), Leo Shemesh (dev/facilitator), Dan Rodriguez (dev), Steve Tom (QA), Mike Gamba (dev)

Fully Staffed

`` Mobile/API Team Chris Knappick (prod. expert/facilitator), Mike Hill (dev)Mike Castleman (dev), Eric Galperin (dev), Vanessa Torrivilla (uex), Steve Tom (QA)

Front-end developer

Operations Team Jon Li (prod. Expert), Paul Prior (dev/facilitator), Aditya Mukherjee (dev), Amadeus Junqueira(fed), Michael Olaya (uex), Fela Johnson (QA)

Fully Staffed

Deal/Merchant Team Seth Rosen (prod expert), Gabe Heafitz (dev), Zack Hannes (fed), Gui Weinmann (dev/facilitator), Jennifer Feddersen (uex) , Joe Austin (QA)

Product Manager

Card-Linked Offer Team (CLOG)

Bjorn Larsen (prod. expert), Eric Lee (design), Eric Galperin (dev), Kris Helenek (dev), Gavin (QA), Joe Austin (QA), Dan Kwok (facilitator)

1 Backend Dev, 1 Front End Dev, 1 UEX

Email Team Evan Frank (Prod expert), Anna Boyadjieva (uex), Matt Flight, Jared Brewer

1 Backend Dev, 1 Front End Dev

Consumer Deal Display and Personalization Team

n/a 2 Backend Dev, 1 Front end Dev, 1 UEX, 1 Product Manager, ½ QA

Business Intelligence & Customer Insights Team

Seth Rosen, Rob Mayer (db engineer) 1 Dir of Business Intel, 1 database dev, 1 backend dev, 1 Analyst

Roadmap

Team July August September October November December

Consumer Social and Initial Experience

``

Mobile/API Team

Deal Team

Card-Linked Offer Team (CLOG)

Email Team No Team

``

Merchant Team No Team No Team

Consumer Deal Display and Personalization Team

No Team No Team No Team

Business Intelligence & Customer Insights Team

Intro DealsHyper-Local / More Deal Display

New Inventory Type 2 Platform Enhancements (dates, reservations, etc)

Initial Exp / Profile / Progress Facebook App / Events

Merchant ID

Map Discovery / Deal types

Merchant Apps

New Inventory Types (CLOG, Travel, etc)

Social Innovation

Travel Channel

Post-campaign experience

Pre-campaign experience Merchant Self

Serv / Identity

Personalization 1.0Purchase Process

Optimizations

Consumer Lifecycle: Email

Consumer Lifecycle: Visits

Departmental Support

Merchant Surveys

Deal Lifecycle: Pipelines

Predictive Reporting

Daily Deal Redesign

Transactional Redesign

Recurring Winbacks, Birthday, etc)

Specialty Emails Preference Center

Basic System Integration

Onboarding

Analytics v1

Card-linked Loyalty Mobile Discovery

Credit Card Direct Feeds

Analytics/ Merch Self Serv

Social Connects / FB 2.0

Engagement Maximizations**

Mobile Web

Deal Types

Consumer Web Products

BuyWithThree

FUNCTIONALITY• Automated refunding of purchased deal if 3

friends buy the same deal• Progress tracker allowing sharer to see how

close they are to free deal• Integration of social context for both sharer

and sharee, including display of pictures and names of friends who bought with them and a customizable message from the sharer

BENEFIT• Encourages and incents viral sharing

around specific BuyWithMe deals

Refer-A-Friend

FUNCTIONALITY• Automated distribution of BuyWithMe credit

when a friend joins the site and buys first deal• Invite tracker allowing sharer to follow status

of invited friends, including tools enabling sharer to remind invited friends to sign up and buy

BENEFIT• Encourages and incents viral sharing

around the BuyWithMe site

Personalization Engine

FUNCTIONALITY• Deals include hyperlocal tags (ie Manhattan

for NYC)• Deals are displayed in order of proximity to

a user’s zip code• Flexible architecture that allows for

integration of other variables (category prefs, past behavior, etc) over time

BENEFIT• Consumer can view deals in order of their

geographic relevance to them

Merchandising Options

FUNCTIONALITY• Fly out that displays multiple package options

in an elegant and scaleable way, while maintaining the visual consistency of the deal page• Seamless selection and purchase of one or

multiple packages per transaction

BENEFIT• Merchants can run a deal with multiple

package options (i.e massage + facial) • Customizable deals allow for:

• External purchase (i.e ticketmaster)• Choose location at checkout• Require shipping information

Map-based deal discovery

FUNCTIONALITY• Integration with Google maps to display deals

in map view• In-page deal summary pop up• Deal sorting by category

BENEFIT• Consumer can view deals in a map based

format and easily identify and discover deals in categories and locations that are relevant to them

Mobile Products

iPhone and Android App

FUNCTIONALITY• City landing page and deal display• Mobile optimized and streamlined purchase

process• ‘My Account’ and voucher sections with one-

click redemption• Integration with social sharing and

BuyWithThree

BENEFIT• Easier mobile deal discovery and

purchasing• Access to voucher on-the-go• One-click redemption of vouchers sends

info to merchant portal• Increased engagement with push

notifications

Mobile Web App

FUNCTIONALITY• City landing page and deal display• Mobile optimized and streamlined purchase

process• ‘My Account’ and voucher sections• ‘Get the App’ call to action

BENEFIT• Easier mobile deal discover and

purchasing• Maximize mobile email delivery• Consumer access to vouchers on the go,

without the an app

Channels

FUNCTIONALITY• Admin tools to create deal “boutiques” that

group deals together around a theme• Flexible UI options for advertising and

merchandising boutiques on the site

BENEFIT• Consumer can discover and shop deals

merchandised around specific themes (ie dinner + a movie, travel, motherss day, etc)

Merchant Tools

Merchant Connect Reporting

FUNCTIONALITY• Customer Acquisition focused data & graphs• Customer Retention & Engagement focused

data & graphs• Demographic reporting with consumer

density heat map overlay• Consumer card-linked purchase tracking

BENEFIT• Merchant visibility into:

• Consumer spending behavior• Consumer visitation recency &

frequency• Consumer life-time value

• Detailed visibility into active campaigns

Redemption Tools

FUNCTIONALITY• Voucher and customer name lookup.• Export into excel• Track notes• Foreign voucher import allows merchants to

use own POS numbers on vouchers.

BENEFIT• Tool for merchants to validate voucher

and track redemptions in real-time.• Method to integrate with POS systems.• Real-time credit-card based redemptions

(in-development)

Sales Site – Boost Your Business

FUNCTIONALITY• Embedded merchant testimonial and press

videos• Contact form linked to Salesforce.com• Content pages with overview of value-

propositions and BuyWithMe process

BENEFIT• Showcase BuyWithMe’s value

proposition • Inbound interest capture• *****

Partner Tools

Cobrand Experienced

FUNCTIONALITY• Complete functionality of BuyWithMe’s core

web application and social features• Ability to upload 3rd party logos to maintain

look and feel• Ability to change background and text colors• Full lead and user tracking and analytics• Co-branded onboarding page

BENEFIT• Partners can feature exclusive and

relevant deals to their audience through our co-branded group commerce site.

Feeds, Widgets, and APIs

FUNCTIONALITY• Full Deal API• JSON and XML deal feeds that can limit

market• JavaScript deal widget and signup widget

library with support of the most popular IAB ad unit specifications

BENEFIT• Complete access to BuyWithMe’s deal

data, enabling partners to easily customize the deal presentation and distribute the deals through their channels.

Internal Tools

Deal Production Tool

FUNCTIONALITY• Complete Merchant and Deal CMS with

integration to Salesforce• Production tracking and publishing

management system• Multiple-package deals• Multiple location deals• “Foreign Vouchers IDs” for integration with

merchant POS systems

BENEFIT• Simple to use and scalable project

management tool to accommodate deal life-cycle from contract to calendaring to publication.

Customer Service Tool

FUNCTIONALITY• Ability to lookup customers purchase and

redemption history• Integration with in Authorize.net for refund • Integration with Salesforce to track merchant

and customer support issues• Discount Code engine

BENEFIT• Real-time purchase and customer data to

provide provide customers with best-in-class support.

Reporting Suite

FUNCTIONALITY• Data warehouse with nightly processes for

quick report viewing• Reporting Services front-end for self-service

data and report extraction.• Automated morning excel files

BENEFIT• Self-service access for company wide

business intelligence for reporting on:• User life-cycle• Merchant life-cycle• Sale commission reports• Deal and finance• Partner reporting

Platform

Deals

Logical System Architecture

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Internal Tools

API/Services Layer

Payment rails

Payment rails

Merchants Consumers

Merchant Portal Consumer Web

internal user merchant consumer partner

Social SharingMerchandising &

Personalization Services

Voucher & Redemption Processing AB Testing

Content Management Event Notifications

Secure credit card storage

Rewards processing

Transaction processing

Rules Engine

Card linked platform components

Payment processing

Credit Cards Transactions

System Component Architecture

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Core Card linked

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Consumer 1 - 6

Secure consumer 1 - 2

Workers 1 - 4

Merchant/ internal 1 - 3

API 1 - 2

Database master Database slave

WWW 1 - 3

Database master Database slave

Worker 1

Encrypted database master

Encrypted database slave

Secure 1 - 2

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httphttps http

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Platform Monitoring

FUNCTIONALITY• NewRelic -Third party monitoring plugin• Nagios - Engine Yard's monitoring• Monit - Unix process monitoring solution

installed per host• Alertra - 3rd party, external monitoring of

website accessibility

BENEFIT• A comprehensive monitoring system for

optimizing platform performance.

Email

Email Product Suite

FUNCTIONALITY• Scalable email platform leveraging industry

leading ESP, CheetahMail.• Ability to segment and target deals to

customers based on interest, location, and actions• Integrated social sharing functionalities• 16 automated consumer action-triggered

emails for engagement and re-engagement

BENEFIT• Customers and merchants receive a suite

of email communications based on user actions, geography, and customer life-cycle to ensure high engagement.

Testing and Tracking

FUNCTIONALITY• User level data tracking• Extensive ability to segment and test emails

for iterative optimizations

BENEFIT• Email Team can analyze campaign

performances in order to deliver more personal and relevant deal experience.

Current Focus

Consumer - Identity

FUNCTIONALITY• Improved information architecture and user-

experience of account page• Introduced concept of “My Friends”• Improved ability to manage subscription and

deal preferences• Addition of progress meter to incentivize

completion of valuable actions

BENEFIT• Manage personal identity and friends,

laying foundation for more social buying and interaction• More complete information allows for:

• Greater customer insights to merchants • Ability to deliver more targeted

offers to consumers

Deals - Travel

FUNCTIONALITY• New multiple image carousel for display

travel venues and amenities• Better display of offer terms and packages

within the deal page and email• Travel date selector and voucher flexibility for

more flexible booking and packing options• Landing experience for national/affiliate

traffic

BENEFIT• Expand deal types and revenue potential

by addressing product needs of merchants in the travel industry• Better deal display for customers, making

it easier to understand and decide to buy travel products• Attract new merchants allowing for

packaged travel deals

Merchant App

FUNCTIONALITY• New voucher bar code scanner using phone’s

camera• User reporting and insights for mobile

reporting.• Integration with card-linked products and

demand generation controls (future iterations)

BENEFIT• New redemption option for merchants

without the need for desktop internet access.• Reliable method for merchants to close

the paper voucher loop.• Improved merchant access to deal

performance and customer insights.• BWM achievement of competitive parity .

On The Spot!

FUNCTIONALITY• Map based-deal discovery• Category filters and preferences.• Voucherless, real-time redemptions

BENEFIT• Relevant, always-on deal discovery based

on users’ location• Allow merchant to control demand and

time-of-day• Same-day redemption

Frictionless Redemption

FUNCTIONALITY• Partner with major credit card company to

generate ‘virtual credit card numbers’ • Load credit and merchant ID to virtual credit

card numbers via API.• Display virtual credit card numbers on

vouchers• Mark vouchers as redeemed after cashier’s

authorization

BENEFIT• New redemption option for merchants

using credit card rails• Automatically validate voucher numbers

and prevent fraud• Ability to have instant or always on deals• Feedback look to BuyWithMe and

merchants for insights and follow-up engagement

Major Credit Card Company