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Like almost everyone else in tech, we were excited to see drop last Friday. The rideshare industry has fundamentally changed how millions of people (including us!) get around on a daily basis, which is an incredible accomplishment given that Lyft and Uber have been around for less than a decade. It’s rare to see a product reach near ubiquity over a relatively short period of time, and this feels like a unique opportunity to watch a transformational consumer tech company debut on the public market. Lyft’s S-1 We’ll save you a page-by-page analysis of the S-1 — instead, we wanted to highlight five of the most surprising things we read and what they suggest about Lyft’s business. Given that there aren’t public comps in the rideshare business, we’ll likely learn more about Lyft’s true financial health once Uber’s S-1 is public. But, we’ve compared Lyft’s progress to other public marketplaces when appropriate to give context for some of the company’s key metrics. P.S. — if you’re working on an early stage startup in the on-demand or marketplace space, please reach out at twins@crv.com — we’d love to talk to you! For the core ridesharing business, Lyft’s bookings are the total amount of money collected from riders. However, Lyft doesn’t keep all of the bookings as revenue — the company pays out a wage to the driver, so Lyft’s net revenue is (fare quoted to rider)-(wage paid to driver). For pure marketplaces, we often see 5–15% of bookings (or GMV) as net revenue — in of eight public marketplaces, we saw a median take of 14%. In 2018, Lyft saw a ~27% revenue take rate, up from 18% in 2016. 1. Lyft’s take rate (net revenue/bookings) of 25%+ is surprisingly high. our analysis Graphic created from data in Lyft’s S-1. Lyft’s take rate is increasing for two reasons — the company is: (1) giving riders fewer discounts, and taking a higher cut from drivers; and (2) paying less in driver incentives (bonuses to encourage them to drive). Lyft sees these trends as industry-wide — as ridesharing has matured, all platforms have lowered deals to get riders and drivers to engage. Lyft forecasts this take rate will increase, as they see more room for improvement in incentives. They also expect their bike/scooter business to grow (this revenue was non-material in 2018), which is 100% net revenue — Lyft owns and operates the vehicles. While Uber’s financials are not yet public, the company’s take rate last year was (or upwards of) 25% — suggesting high take rates may be systemic to rideshare. In a on marketplace KPIs, Accel’s Andrei Brasoveanu referenced the ability to charge a higher take if your marketplace is a “key distribution channel.” This is certainly the case for rideshare, as it would be almost prohibitively difficult for a driver to spin up their own network, particularly in contrast to a marketplace like Etsy where the seller could list items on their own website, at physical marketplaces, or in stores. reportedly close to great piece In conjunction with Upwork’s IPO last year, we analyzed other public marketplace take rates — which vary, but tend to be higher when a marketplace has a core distribution advantage. In some ways, it therefore seems fair Lyft and Uber charge a higher take — as well as acquiring customers for their drivers, they handle regulation, customer service, and insurance (we’ll get to this later!) — seller services that are a lot more intensive than those you’d find in a typical online marketplace. Lyft’s leadership has always been vocal about the importance of being a good corporate citizen, but we were surprised by how strongly this was emphasized as a competitive advantage. Frequent words/phrases in the S-1 included (10x), (5x), (4x), and (4x). 2. A “mission-driven brand” is portrayed as the way to beat Uber. social responsibility authenticity empathy mission-driven Lyft’s mission statement, pictured above in the S-1, is similar in concept but differs in tone from Uber’s mission statement (on the company’s website): “We ignite opportunity by setting the world in motion.” Lyft attributed its recent U.S. market share gains (39% in December 2018, up from 22% in December 2016) to this branding resonating with consumers. Lyft has certainly benefited from Uber’s stumbles in at least a few markets (remember ?), and the S-1 outlines Lyft’s conviction that “users are increasingly choosing a ridesharing platform based on brand affinity and value alignment.” #deleteuber Second Measure’s graphic above shows how Uber’s U.S. market share fluctuated during the company’s rocky year of 2017. Second Measure estimates market share using a sample of credit card data — while their 18% estimate for Lyft’s market share at the beginning of 2016 is somewhat close to the 22% stated in the S-1, they estimated that Lyft only had in January 2019 — compared to 39% stated in the S-1. 29% market share The S-1 also details some of Lyft’s specific actions and campaigns around corporate responsibility (present and future): 100% of tips go to drivers, with $750M distributed so far $10M donated to charities via Lyft’s Round Up and Donate program (from 700k riders) Free rides during natural disasters, emergency situations, and on voting days for underserved communities Rides are carbon neutral— Lyft is one of the largest voluntary purchasers of carbon offsets Partnership with cities to offer bike/scooter rides to low-income residents Plan to invest the greater of 1% of profits or $50M to social impact efforts annually Lyft’s gross margin is 42% (up from 19% in 2016), but the company’s EBITDA margin is -45% (up from -201.7%). These numbers are relatively low based on public marketplace comps, which typically see EBITDA margins of 5–10% — reflecting the fact that Lyft is much more complex than a pure software marketplace. 3. Huge insurance and incentive costs hit margins. By far the largest hits on profitability are cost of goods sold (58% of revenue in 2018) and sales and marketing (37% of revenue). Within COGS, insurance costs increased by $319M in 2018, compared to only $110M for payment processing, and $75M for platform hosting. The Lyft team details insurance needs at length in the S-1 — the company provides $1M in commercial automobile liability for each driver, which is managed through their own insurance subsidiary and third-party providers. Graphic created from data in Lyft’s S-1. As of EoY 2018, Lyft was holding nearly $865M in an insurance claims payment account (more than doubled from $360M in 2017). The S-1 attributes a significant increase in insurance costs in Q1 2018 due to “increased frequency and severity of claims,” though the company still appears to be somewhat cautious in estimating reserves. From 2016–2018, only 20–35% of the year’s reserves were paid out in losses. The second largest drag on margins is sales and marketing — which is where driver referral and rider incentive (discount) costs are allocated, which represented 36% of all sales and marketing spend in 2018. Lyft paid out $296.6 million in targeted rider and driver incentives in 2018, almost double the 2017 amount of $155.6 million (which was up only slightly from $141 million in 2016). Uber’s work in autonomous driving has been heavily publicized, especially during the company’s drawn-out lawsuit with Waymo over the acquisition of Otto. But Lyft is also betting big on autonomous vehicles, which were referenced more than 100 times in the S-1. Lyft, through a partnership with Aptiv (formerly nuTonomy) has completed nearly 35,000 autonomous rides (accompanied by a human safety driver) in Las Vegas. 4. Lyft has invested heavily in AV — and is closer behind Uber than they may seem. Lyft has completed 35k monitored autonomous rides through its partnership with Aptiv — image from Lyft’s . blog Of Lyft’s 4,700 employees, “several hundred” work in the company’s AV lab in Palo Alto, the Level 5 Engineering Center. Lyft plans to build its own AV system and partner with third-party developers who can build on Lyft’s Open Platform. Last year, Lyft disclosed its acquisition of computer vision startup Blue Vision Labs, as well as its with an auto manufacturer to build AV tech — both of which are referenced in the S-1. $72M five-year agreement As a result of these efforts, Lyft hopes to serve a “portion” of rides via AV in the next five years, and the majority of rides via AV in the next ten years. Uber, by contrast, has pursued a more aggressive strategy in deploying autonomous tech — after acquiring Otto for a reported $700 million in 2016, the company started AV tests in four North American markets (at least one without a DMV permit). Uber on deploying a driverless car service by EoY 2018, but has scaled back with new CEO Dara Khosrowshahi. Similar to Lyft’s projections in the S-1, Khosrowshahi stated in early 2018 that Uber’s ability to serve of a city’s rides autonomously is still 10–15 years out. originally planned the majority You may remember Lyft’s $250M acquisition of Motivate, the largest bikeshare company in the U.S., in late 2018. According to the S-1, the acquisition gave Lyft 200 new employees, as well as a commitment to invest $100 million into the New York bikesharing ecosystem over the next five years. Based on the frequency of mentions in the S-1 (“bikes and scooters” comes up 105 times), providing short-distance EV transport is crucial to Lyft’s mission of enabling multimodal “transportation as a service.” 5. Bike and scooter revenue is “not material” now — but likely will be soon. Image from Lyft’s S-1 — Lyft’s transportation as a service (TaaS) network spans local transit (info provided for free in the app), short-distance bikes and scooters, and a range of longer-distance vehicles. Lyft did not disclose bike and scooter revenue, beyond stating that it was “not material” for 2018 — which is unsurprising given the acquisition took place in November. However, Lyft’s disclosure in the S-1 that there is “no material difference” in active revenue per ride between rideshare and bikes/scooters gives us some more insight into this business line. Because Lyft has a 28% take rate on rideshare and a 100% take rate on bikes and scooters, this implies the average rideshare booking is ~3.5x the average scooter booking. Graphic created from data in Lyft’s S-1. Lyft does not outline revenue per ride in the S-1, but we calculated it at $2.80 given the rides taken and revenue earned figures for 2016–2018. Since Lyft’s bike/scooter share services have only been deployed since Q4 2018, this implies the average bike/scooter booking is ~$3. At a $1 cost to unlock and $0.15 per minute to ride, this implies an average ~13 minute ride. This is relatively in-line with data that has been by Bird, Lime, Jump, and other major e-vehicle operators, though we don’t know what Lyft’s vehicle utilization looks like compared to competitors. In the S-1’s, Lyft’s listed concerns about bike and scooter operations include: reliance on and potential quality issues from third-party manufacturers, uncertain weather-related seasonality, and “negative public perception” around e-vehicle launches in new markets. publicly disclosed Lyft did not disclose specific plans for expanding the bike and scooter service, beyond growing a pilot that connects riders to local transit or a Lyft shared ride. The company estimates the useful life of a scooter as 12 months for depreciation purposes (which seems somewhat optimistic, given a suggesting that the average lifespan is closer to one month), and as of EoY 2018 had $23M in value of scooters not yet deployed. In total, the company listed $68M of bike and scooter fleet acquisition costs for 2018. recent report Thanks for reading! We’d love to get your thoughts on anything you found to be particularly surprising or interesting in Lyft’s S-1 — feel free to email us at or tweet us . twins@crv.com @venturetwins Like this post? to help more people see our story, and share it with your friends! Clap for it Interested in reading more content from us? You can subscribe to our weekly newsletter, , for more insights on millennial and Gen Z trends: Accelerated https://accelerated.carrd.co/

Five Surprising Things in Lyft’s S-1

When you create content on Web3, remember your audience are not all Web3 experts. There is the everyday user who makes up the bulk of your target market. They might not understand the tech but they recognize your product’s value, your stories on social media, or when you bore them in the 5-second window you have to blow them away. In this article, I’ll explore how you can produce social media content that puts your audience first. They are also strategies to guide your Web3 content marketing plan. Let’s dive in. 1.	Simplify your Offer Which of these will the user understand at first glance? We are a Web3-based loan service powered by smart contracts Our customers don’t rely on a third party for loan approval 2. Why? It is direct and simple. The first has buzzwords that mean nothing to anyone looking for a loan. The second says they can get a loan and FAST. It gives a reason to choose by focusing on the user’s need (fast loans) and not why it works (smart contracts). This strategy is best for Awareness — when you tell your customers what you do. You will find it on social media Bios, Captions, Graphics or Videos, Comments, DMs, as well as marketing Ads. 2.	Apply brand storytelling You might get stuck when describing Web3 even in the simplest words. This is because most users prefer proof through demonstration or storytelling. When you explain, you risk communicating an exaggerated product or an underwhelming one. Both will spur a lack of interest. With stories, you remove all doubt. Your brand stories should mirror the life of the target audience, identify where your product fits and insert. For Web3 social media content, I recommend a personal favourite: A content series with a unique character representing your typical user. Here’s how it goes: Let’s call this character, Limbo (because he is always “stuck”) Give Limbo a backstory, a personality, and all the problems your product can solve. Each week, Limbo finds better ways to improve his life with your product. Be creative, spin something around an alien invasion or a bar of soap. Use either graphics or motion graphics for the best effect. By the end of the month, a devoted following will be waiting each week to see how your product works. 3.	Publish user testimonials and case studies Your product will sell better when you show how it works. But you increase your chances of sales when you show results. This is how it plays out in Web3. Since Web3 is relatively new, your target market might not realize the true value of your business. They are stuck in Web2; fiat currency, centralized social media like Facebook, and limited rewards points for users. Instead of easy alternatives in Web3; crypto, blockchain, decentralized social media, non-fungible tokens that provide more utility for users. To get them to make that switch, show what other people are saying about your product and how it solves actual problems. An example of this strategy is Ethereum’s “Success Stories”. This features a variety of case studies highlighting how organizations and individuals use the Ethereum technology to solve real-world problems. They contain detailed accounts of challenges that the organizations faced, solutions they developed using Ethereum, and the benefits they experienced as a result. Ethereum also publish testimonials from users on their blog and social media channels, showcasing the diverse ways in which people are using the platform to build innovative applications and services. 4.	Emphasize on a brand identity: A brand identity helps your users pick you out of the crowd. Most brands channel it through uniform color combination on brand logos, packaging design, website design, and social media graphics. For Web3 social media content, improve your identity by adding a brand voice. You will create a personalized user experience for your audience. To create your brand voice in web3, you will need to consider the following steps: Identify your target audience: If your audience are Web3 developers, they will expect you to be direct. Chances are they need your service to solve a personal or business problem ASAP. Don’t try to be funny. You can use age, gender, interests, and values to streamline your target audience. Create a tone and style guide: This is where you draft unique phrases when addressing your customers. A tone and style guide ensures your voice is uniform across all platforms. Be authentic: Don’t try to be something you’re not. People can smell when you are trying to imitate another brand and they will call you out. Be true to your brand values, and your voice will naturally emerge. Test and adjust: Monitor the response to your brand voice, and make adjustments. 5.	Organize Ask-Me-Anything (AMA) Events Once upon a time, you had a burning question about a product. You contact Support but your request is Number #1135 and will take a week to get feedback. You wait a week but did not get a satisfying response. Follow-up and wait another 7 days? You don’t have to. This is why we have Ask-Me-Anything events. An AMA event is a video or audio session where in-house professionals answer ANY question from customers. It is also a great hack for social content creation — you use customers’ pain points to guide content for social media. Nothing beats hearing from your customers directly. Remember these simple tips when planning an AMA event: Use a Q&A format: Attendees should submit questions in advance. This allows the host or panelists answer them in an organized way. This format also allows attendees to upvote or downvote so that the most popular questions can be answered first. Use social media hashtags: This allows attendees to easily follow the AMA and participate in the conversation on social media. Attendees could use hashtags to ask their questions and share their thoughts. 6.	Share industry updates related to the product It is okay to test the pulse of your audience towards a particular trend by posting industry updates. This shows you are up to date with current trends. Use these 3 tests when choosing the right update for your brand: Is it clear and free of errors in grammar and spelling? You don’t want to be connected to a blundering article. [ ] Does it offer a unique perspective or new information? [ ] Does it provide accurate facts, logic, and structure? [ ] Will my audience be interested in this? [ ] Conclusion Here are some final thoughts when building a web3 social media page. Avoid using technical jargon or complex terms that are difficult for the average reader to understand. Instead, break down complex ideas into easy-to-understand concepts and provide examples to illustrate them. Use visuals such as graphs, charts, and images to help clarify the information and make it more accessible.

6 Ways to Create Social Media Content  for Web3 Brands

Moby-Dick; or The Whale: Chapter 81 -The Pequod Meets The Virgin

An NFT marketplace is dropping the world’s first religious relics in the form of NFTs on December 1st until December 3rd. (SCML) is the largest charitable organisation in Portugal. It is a 500-year-old social enterprise organisation and keeper of the Museum and Church of São Roque in Lisbon, which houses one of the most important religious collections in Catholic Europe. Santa Casa da Misericórdia de Lisboa With the help of NFT marketplace , SCML is planning to auction religious NFTs in which the funds will be used to support the social good works conducted by the SCML. Artentik Artentik will be SCML’s curated platform to share digital twins of its treasures and encourage living artists to also sell their works as NFTs. This will enable SCML to monetize and promote its unique cultural heritage to the world while continuing its extensive 500-year support to social causes. The theme of the NFTs is St Francis Xavier The theme of the first drop celebrates St Francis Xavier, (7 April 1506 – 3 December 1552), who was a Navarrese Catholic missionary and co-founder of the Society of Jesus (the Jesuits). He was a companion of Ignatius of Loyola and one of the first seven Jesuits who took vows of poverty and chastity at Montmartre, Paris in 1534. He led an extensive mission into Asia, mainly in the Portuguese Empire of the time and was influential in evangelization work, most notably in India. (SCML) is the largest charitable organisation in Portugal. It is a 500-year-old social enterprise organisation and keeper of the Museum and Church of São Roque in Lisbon, which houses one of the most important religious collections in Catholic Europe. Santa Casa da Misericórdia de Lisboa With the help of NFT marketplace , SCML is planning to auction religious NFTs in which the funds will be used to support the social good works conducted by the SCML. Artentik Artentik will be SCML’s curated platform to share digital twins of its treasures and encourage living artists to also sell their works as NFTs. This will enable SCML to monetize and promote its unique cultural heritage to the world while continuing its extensive 500-year support to social causes. He was beatified by Pope Paul V on 25 October 1619 and canonized by Pope Gregory XV on 12 March 1622. In 1624, he was made co-patron of Navarre. Known as the “Apostle of the Indies” and “Apostle of Japan”, he is considered to be one of the greatest missionaries since Paul the Apostle. After his death in 1552, he was buried on an island off the coast of China and again in Malaysia, for a total period of almost two years, before being transferred to the Basilica of Bom Jesus in Goa, India — one of his key missionary sites. Each time the body was exhumed, no natural decomposition had taken place, making Francis Xavier what is called an incorrupt saint. (St Francis Xavier cures a sick man in Goa) While St Francis Xavier was lying in state in 1554 in Goa a local Portuguese woman decided she wanted a piece for her private collection; she bit off the little toe of his right foot. The bone from this bite is now preserved in a reliquary in the SCML. The SCML NFT Drops There will be five distinct items in the first drop. The first four NFTs are part of a 20-strong collection of paintings by Portuguese proto-baroque painter André Reinoso (c.1590-1641) and his collaborators. This collection of 20 paintings features the blessing of the Pope and the submission of St Francis Xavier to the Church of Rome. These paintings were placed on the Sacristy of the Church of St. Roch in 1619, three years before the official canonization of St. Francis Xavier on the 12th of March 1622 and were part of immense religious ‘propaganda’ about the life and the work of the great Jesuit missionary, and in order to speed up the process of canonization by the Catholic Church. The first four paintings of the collection have been converted into NFTs. Each painting in the collection will be restricted to 20 mints in total. The four first mints will be sold via auction. (St Francis Xavier meets King John III before his departure as a missionary to India) The fifth item in the first drop is a reliquary of St Francis Xavier. This tiny statue dates back to the 17th century and measures 114 x 40 cm in size. In total, 1 million NFTs will be minted of this statue, but only 10,000 released in the first drop. This is a fixed price NFT at €100 each. When and where The auction and sale open at Artentik.com on December 1st, Independence Restoration Day in Portugal, and will run until December 3rd, the feast day of St Francis Xavier. To receive updates, visit the site and provide an email address. The President of SCML Edmundo Martinho said: “In Lisbon, SCML enjoys a warm relationship with residents and visitors to the museum and church and we see a way of extending that relationship globally, and to new generations, through NFTs.” He added: “We have 500 years’ worth of priceless treasures from baroque art to graffiti art that we are keen to share with lovers of art, antiquities and religious history. By creating our own digital window, Artentik, people can view our unique cultural assets, own a digital replica of them through NFTs, and know that the proceeds will be used for social enterprise activities. This is a cultural democratisation of museums, and we are delighted to embrace it.” NFT marketplace Artentik is built on Polygon layer-2 Ethereum blockchain offering faster transaction speeds, proof of stake leading to minimize environmental impact, and reliability. Payment for NFTs will only be accepted in cryptocurrency. Artentik is a joint venture with Boloro Global Limited, a New York City-based technology company. Also published on CryptoSlate

The World's First Religious Relic NFTs will Drop this December for Charity

With the new year putting even more focus on the virtual world, it’s vital for small businesses to seize any opportunity to grow. As the digital scene changes month by month — even day by day — smart entrepreneurs and owners of startups must be continually on the lookout for the next big thing. Advancements in tech, changes in how we communicate, cutting-edge branding techniques, and the and augmented/virtual reality — all of these have a part to play in innovative methods to keep growing your business. shift to the metaverse But there’s a difference between glossing over the existence of opportunities and pinpointing the most effective possibilities. Here are seven of the top innovative ways to take your business to the next step as the digital sphere continues to shift. Expand Your Specialist Base During the past two years, we’ve seen more employees than ever switch to working from home, and along with that rise, I’ve noticed more skilled individuals leaving their employment and entering the freelance market, taking their experience with them. This is an excellent door to opportunity for startups who need to expand their base of specialist skills without adding the expense of hiring full-time employees. This is not to say that all freelancers are created equal — some are just getting started, and some may claim experience or skills that they don’t actually have. But a careful search through portfolios, recommendations, reviews, and rating systems on sites like Fiverr and Upwork can reveal the specialists your company needs. Partnership Marketing Our world is marked by divides, pitting one against another — but it doesn’t have to be that way. And promoting partnerships can actually be an excellent, organic, and even character-building way to grow your business. The concept is simple — choose another business whose values align with yours, and work with them to share marketing and promotion. Notice I said that the values must align. That doesn’t mean that your partner needs to reach the same audience. In fact, one of the perks of partnership marketing is reaching a demographic that you don’t normally have ready access to. But values are a much more important sticking point than demographics. I suggest working with businesses with brand personalities that complement that of your own brand. Coordinate promotions, offer coupons for your partners with purchases from your own brand; co-brand on products and services — you may even decide to of initials that fits your combined brands to be used on co-op products. Not only is partnership marketing helpful for growing your brand and reaching a bigger audience, but it’s also a rare, appealing touch in a world that seems focused on divisiveness. design a logo with alphabets Video SEO Search engine optimization has long been seen as key for written content. Visibility, credibility, and searchability are all vital for growing a startup in the digital age — excellent SEO usually means content that is relevant and worthwhile to the reader. Less frequently talked about, however, is video SEO, which can be handled via several different strategies. Wrapping keywords into the transcript for your video, using custom thumbnails relevant to the content, carefully choosing your video hosting platform, strategizing video placement — all of these come into play with great video SEO. Videos are one of the most effective ways to engage the attention of your audience. Approximately , for example, state that video has helped them with lead generation, and about the same number say that video has boosted the amount of time that visitors spend on a website. As we draw ever closer to the concept of the metaverse, in which we’ll spend ever more time interacting digitally, videos will continue to increase in importance — and the way you craft your video SEO might make or break this method of growing your business. 84 percent of marketers Host Virtual Events Speaking of the metaverse and interacting digitally, the pandemic is still a thing even now in 2022, and even our kids are now experts at using Zoom. Setting aside any personal feelings about this rather sad fact, if you aren’t already making the most of hosting events virtually, then I would certainly advocate this as an exciting way to grow your business. Zoom isn’t your only option, of course — Skype, Facebook Messenger Rooms, Microsoft Teams, and even lesser-known choices like BlueJeans are out there to fill the void if you’re an anti-Zoomer. The point is, we have plenty of tools to build a social platform that can be tailored to our needs, and the best thing to do is to pretend that you’re crafting a live, in-person event…and then make it virtual. Virtual events are a good choice even in non-social-distanced times because they enable you to keep the cost of the event low, generate leads, connect with people all over the globe, and even capture video clips that can be used for marketing purposes. Work With Micro-Influencers We all want to have big names promoting our companies, but there’s a newer trend to be explored — the world of micro-influencers. These tend to have thousands of followers rather than tens of thousands or even millions, but that doesn’t negate the impact that they have. The appeal of micro-influencers is that they seem “just like us.” They’re not big-name influencers, and they’re less likely to come across as a paid promotion. In fact, have higher rates of engagement than those who are celebrity-level. micro-influencers with less than five thousand followers Try New Social Platforms This one can be a little frightening, but bear with me: have you set up a business TikTok account yet? Okay, maybe TikTok isn’t for your brand. But don’t write it off without giving it some thought. New social platforms are often off-beat, maybe even seen as unlikely vehicles for business promotion. But they’re an excellent way to communicate on a more personal level, often promoting a sense of humor and quirkiness that can be very appealing to an audience. And let’s face it, as we get closer to the concept of the metaverse , we may want to have online personas for every social media platform just to keep in touch with our audience. Create A Community This is another method that helps to grow your business while also striking a blow for unity and understanding in a world that’s a little rocky. To effectively allow your brand the space it needs to grow, you need an online home for your products. Why not make it an online home for your customers, too? Facilitating communication between brand and customer is always a good idea. But I suggest taking it a step further and making it easy for customers to talk to other customers. Many large companies utilize their customer base to answer questions and discuss problems, and this model can be expanded upon to allow for other discussions and connections. At the same time, this allows you the interest and engagement to foster your brand personality, make sure your audience knows about new products or promotions, and interact more personally with your target demographic. Whether you choose to set up a community on your company website or utilize a popular social media platform such as Facebook, this is an excellent way to make sure that your company stays “personal” even as it continues to grow. Looking To The Digital Future Just when we think that there’s no way to get any more virtually-minded, something new comes along and changes everything. After two years of social distancing, a heavy emphasis on the digital sphere has become second nature. And it’s only going to continue from here on out. Smart entrepreneurs have to stay on the lookout for the next big thing — and that next big thing could be your business.

7 Innovative Ways To Grow Your Business In The New Digital Sphere

You’ve spent months developing a product that solves a complex financial problem. You know that hundreds, maybe even thousands, of people could benefit from your solution, if only they knew about it. Your early users are spreading the word to their close friends and family, but it probably won’t be enough to help you scale. If you’ve assumed digital marketing isn’t for you because fintech is not a “sexy” industry, think again. A well-placed marketing plan might be even more beneficial for a fintech startup than for startups in other sectors for a few key reasons: Fintech products tend to be challenging to understand. Your clients want a quick solution; they don’t want to search for options. Good marketing and SEO will make your product easy to find when your client needs it. Marketing can create a sleek image for a generally “unsexy” business model. Even if you know the value of marketing for your fintech startup, you may have no idea where to start. Here are a few great ways to get the word out about your new fintech venture. 1. Use visual marketing tactics. Images can help simplify complex topics. Use infographics or short explainer videos to demonstrate how your product works and grab more attention online. Most of your clients would much rather watch a two-minute video that breaks down your product’s functionality than read a 12-page white paper that details its uses. Source For example, Mexican small-business loan startup, , uses simple branded images and native Facebook videos to explain how to use their app. Not only are these videos relatable, so clients understand precisely how the product can help them, but they are also optimized for social media viewing, including captions and mobile responsiveness. Konfio 30-second If you are using video on Facebook or Twitter, be sure to post videos directly to the platform; native video has an reach than YouTube links. 86% higher 2. Don’t stick to just a few keywords. If you’re a small startup, no one knows about you or knows what you do. Create a large bank of keywords based on what your users might be searching for online to help them find you. What kinds of questions might your target audience ask when they are looking for your company? This answer will depend on whether your clients are individuals or businesses; a sales manager will search for products differently than a suburban mom. Imagine that your client is looking for a payments processing solution in Latin America in Spanish. They are unlikely to scroll through pages of Google results and compare various products before they make a choice. In this case, they would probably land on , a Colombian company that processes online payments and that ranks high on Google for keywords related to this solution. Think about your ideal client’s search intent before you start writing, so they see you first. PayU 3. Beat the banks on social media. of users see banks as clunky, unhelpful, and annoying on social media or through their apps. These channels are a great way to connect with a younger audience who tend to adopt tech more quickly. Speak the language of your ideal users to help them understand why your product is relevant to them. 87% , a British digital bank, is an excellent example of a fintech company with a strong, youthful social media presence. They are responsive and playful on , posting memes, gifs, and other references to pop culture. Revolut also uses their social channels as a means of providing more direct customer service, answering questions and concerns directly through Twitter. Revolut Twitter 4. Don’t be afraid of a strong message. As a fintech startup, you need to pay attention to regulations so that you don’t get shut down. However, you shouldn’t sacrifice your message to the point that it is weak and unconvincing. Facebook, in particular, tends to pull down ads or pages for fintech companies in the cryptocurrency space, so make your point, but understand the rules so you don’t get shut down. Argentine neobank, , has taken on one of the world’s most entrenched banking systems with a completely free, mobile credit card. They have reached over 400,000 Argentinians in their first year of business by providing a fierce value proposition across all their channels. Founder Pierpaolo Barbieri has not shied away from that Ualá plans to make banks in Argentina obsolete by next year. Ualá stating 5. Focus on customer retention. While acquiring new customers helps you grow, your revenue comes from existing customers. It costs more to acquire a new customer than to retain one. Make sure you continue to educate and serve the customers that are already using your service. Produce content that helps them take advantage of all of your services and prioritize their concerns when you create new campaigns. five times Chilean cryptocurrency exchange platform, , has created separate, educational pages for each of the countries where it operates across Latin America to keep users updated on pricing and trends in their market. They also explain how to purchase each cryptocurrency in detail, to help buyers understand a particularly complicated and novel topic. CryptoMKT 6. Let your marketer do his/her job! Fintech teams are often spread thin between customer service, marketing, and even product management. Your brand will grow faster if your marketing team can focus on distributing news about your service to your target audience. While your marketing team cannot wholly extricate themselves from the internal operations of your business, they should be spending the majority of their time creating and sharing information about your company. If you overburden your marketers, your content will be less effective, and you won’t benefit from the full effect of their work. While digital marketing has become incredibly competitive in many industries, fintech marketing is still an open playing field. Fintech startups worldwide lag behind other startups in their marketing efforts, meaning you have the opportunity to beat out the competition by distributing your content on the right channels, educating your users, and having a strong message. Follow these best practices to help your clients understand and make the most of your service so your fintech can grow faster. About the author Sophia Wood supports startups in Latin America as a Marketing Manager at Launchway Media and working in Operations at Magma Partners.

6 Ways to Promote Your Fintech Startup

The world as we know it is changing. In fact, the internet – the very innovation that has changed the world so much – is itself evolving. Over the past year or two, we’ve seen a lot of talk about and why it’s a new frontier of the internet that has everyone excited. The new evolution of the information superhighway is expected to change the way we relate with data and each other on a fundamental level. Listening to the chatter from excited fans, there’s definitely a lot of love for it. Web3 Web3 is expected to change the way the entire internet works. Instead of having to deal with big corporations that take our data and use it for their profit, people will now be able to control their data and who sees it. There is expected to be a greater focus on privacy and user control, as opposed to people having to trust big corporations that have shown time and again that they aren’t the right people for the job. If you’re a player in the digital space, however, you might be feeling confused. How will Web3 change your work and the way you live? Is there a way for you to leverage this technology for your benefit? One of the best ways for creators to get ahead of the curve in Web3 is to find their communities. Just as digital communities have thrived in the current iteration of the internet, they are also expected to dominate when the Web3 revolution comes. We spoke to the creators of WiFi Map, a global connectivity platform that is helping likeminded people to connect and share. 1. What was the vision for WiFi Map? As of our launch on the TrustSwap Launchpad on March 30, WiFi Map is the largest connectivity platform in the Web3 space, and well on the way to becoming one of the biggest apps in the world. We’re very thankful to be in the position we’re in, and we’re incredibly excited for what’s next, but to understand how we got here you have to go back a few years. We're old enough to remember a time when the internet was a place you visited for a short period of time. Maybe you wanted to read the news or check your emails. This might seem hard for younger people to imagine, given that we're now connected to the internet all the time. Traveling was also very different in those days and, while there were some great things about those times, I’m not sure I’d go back now! WiFi Map came into being at a time when smartphones were still a relatively new phenomenon and the app stores were buzzing with new possibilities. We saw that people were sharing information about free public WiFi hotspots with their fellow travelers online and decided to create a global map where we could crowdsource that energy. We created a global, shared map where anybody could add a WiFi hotspot, and millions of people did. Let’s face it – you need the internet to function in today’s world, whether that means showing a boarding pass on your phone to get on a flight, paying your bills and taxes, or communicating with your loved ones. We believe that this makes the internet a fundamental human right. As founders and developers, we think WiFi Map has the potential to help connect the whole world and reach the third of humanity that still doesn’t have a reliable and secure internet connection. 2. What are the media through which communities will be developed with Web3? We’ve been working hard on the community front since we announced the Web3 drive last summer, and we think we’ve done a pretty amazing job since then. We have 15,000 members in our Telegram community and 58,000 on Discord, not to mention our 100,000 Twitter followers. We’re looking forward to seeing how these platforms adapt to Web3, and we’re also on the lookout for exciting new Web3-native social platforms. Community has to be at the heart of any crowdsourced project and we’ve been working with some of our most loyal contributors for years. Our community advisory board is an informal group of top WiFi Map users who we’ve been able to consult with on new ideas and receive all kinds of feedback as the project has grown. This has put us in a great position to ensure that the Web3 shift is as community-powered as possible. Web3 is still a relatively small world, and our own little niche of DeWi, or wireless, is just one part of it. We believe that the network effects from launching $WIFI will help us to put our name out there even more and allow our community to continue to grow organically. We’ll be adding more opportunities for community members to interact inside the app very soon. decentralized 3. With Web3 posing a threat to the fundamental powers that be, how do you view its current integration by Big Tech? There was a really interesting survey last year – I think it was done by Rapid Innovation – which found that almost all Fortune 500 executives think that Web3 will define the next century of business. Some of the world’s biggest companies are embracing Web3 in really interesting ways, whether that’s via collabs, NFT collections, or new payment systems. This being said, I think there are some cases where companies view Web3 as merely a trend and don’t expect that they’ll be engaging with it in the long term. In our case, this couldn’t be further from the truth. We are committed to Web3 as a framework for delivering horizontal, decentralized and democratic ecosystems, and it’s going to allow us to make huge improvements to our core product. There have been lots of amazing new projects in the space, and I think you’ll see more cases like ours in the next few years, where established startups and companies harness the benefits of decentralization at a deeper level. Web 2.0 So I think having a massive existing community and a solidly Web3 approach puts us in a strong position, and I’m really excited to see how we can make the most of the first-mover advantage. 4. How does WiFi Map hope to give its communities benefits and what can it expect in return? The entire philosophy of moving into Web3 and launching $WIFI is baked on the idea of giving back to the community. Our 150 million users and 13 million contributors have helped to build the most successful WiFi finder and one of the biggest travel apps in the world. This represents a significant amount of value, and $WIFI is going to unlock that. Millions of people were already happy to build the app without expecting anything in return, and we’re delighted that we can now thank them with $WIFI rewards, which they can use to access services within our ecosystem like eSIM mobile data. Our iOS and Android development teams did an incredible job of building the $WIFI in-app wallet in such a short space of time and making it fully secure. eSIM is actually one of the most popular features in the WiFi Map app, and a core element of our medium-term plans. By combining millions of WiFi hotspots all over the world with international mobile data coverage, we’re aiming to be people’s primary source of connectivity. There’s a term for this – mobile virtual network operator, or MVNO – and we’re the first one in the Web3 space. With the introduction of lifestyle services like those we announced last year in partnership with power bank sharing companies Chargefon and Fast Energy, we’re on the way to becoming a superapp. In the future, WiFi Map is going to do the job of an entire stack of your favorite apps in one place. Ultimately, we need to show people that our belief in the internet as a fundamental human right means something tangible. As well as broadening opportunities for our existing users, entering the Web3 space means we’ll be able to bring free WiFi to everybody. We’re very excited for the weeks and months to come.

How Digital Communities Can Get First-Mover Advantage with Web3

No, really. I’m serious. When I tell my friends and family that I am working on a to replace , the most common response I get is: “Oh, well, that’s modest!” It’s definitely a modest goal, but I believe this is what is needed in the world today. And it’s one thing I actually know how to do to, which I believe will help make the world better. How can I try? social network Facebook not not Let me give you a bit of background. I became a Facebook user sometime in the spring of 2004 when it was still in its early days. At the time, I was Facebook’s biggest fan. Well, one of its biggest fans, at least. Actually, before I could even join, I emailed Zuckerberg and asked him what I could do to help bring a Facebook site to my university (in those days, there was a separate Facebook site for each university). Facebook looked something like this when I joined in spring 2004. (Source: ) TechInsert By today’s standards, Facebook wasn’t that complicated in the spring of 2004. But it was, by far, the best social network in existence at the time. It filled a need, and it did it well. So it quickly blossomed, and now it is not an exaggeration to say it . took over the world Sometime in early 2007 though, I started to realize that there was something wrong with Facebook. It was making millions of dollars by selling the content/data that other people create. I decided to do try to do something about this inequity; I started working on a new kind of social network that would be more equitable towards its users. An early sketch from one of my earlier attempts to create a social network (© 2007 Robert Guinness). The only problem was I wasn’t very good at programming. Certainly, I dabbled, but I really couldn’t have been considered a professional programmer. So things went slowly, and eventually I abandoned the project and just focused on my day job. (I was working at NASA at the time, so this wasn’t such a terrible disappointment.) In late 2009, I moved to Finland and got a new job at a university. There I had the opportunity to get more serious about programming, teaching myself Ruby and Java in my spare time. I had a brief stint as an entrepreneur, which resulted in but I didn’t continue the project when I decided to start my PhD studies in computer science in 2011. my first issued patent, In 2015, I started getting involved with a movement that started in Finland, now known as the . In 2016, I attended the first MyData Conference, where among many amazing talks, I heard ’s inspiring presentation, titled . After that presentation, I decided I could no longer be a part of Facebook. I decided to make , and then be done with it. MyData movement Peter Vander Auwera The Illusion of Agency one last post Fast forward to 2018. The old issues with Facebook have not gotten any better. In fact, they’ve only gotten worse. In contrast to 2007, however, I’m a much better programmer. Not only that, thanks for the amazingness of open-source software, it is actually much easier to create a social network in 2018 than it was in 2007. As you will read below, however, I’m not aiming to create just another social network. I want to create something entirely new. Don’t get me wrong. There are challenges. Probably the first criticism that I will receive is, “ ” This is a valid point. Social networks like Facebook are difficult to dethrone because of the so-called . There is a strong incentive for people to stay with their current social network because that is where all their friends are. It takes a lot of effort to try to convince all your friends to switch to a new one. If it’s so easy, why has no one else done it? network effect Nonetheless, my answer to this criticism is that, in fact, people have made wildly successful new social networks in recent years. Look at Instagram, which was founded in 2010, and Snapchat, which was founded in 2011. As many readers will know, Instagram was acquired by Facebook in March 2012 for $1 billion. Snapchat remains independent, and since March 2017 it is a publicly-traded company. So these examples alone show that it possible_._ Of course, Facebook is still alive and kicking. But recent and show that their continued dominance should not be taken for granted. is news events Introducing Pondenome The social network I am creating is called . The name is a reference to the father of information theory, who is one of my scientific heroes. In his 1948 article “ ,” he described a method for generating sentences that “approximate” a human language (in this case, English). One of these made-up sentences contained the made-up word . For some reason, it just stuck with me as a nice name for what I want to achieve. And since it is a made-up word, I can choose what it means. Pondenome Claude Shannon, A Mathematical Theory of Communication pondenome Excerpt from “A Mathematical Theory of Communication” by Claude Shannon (Source: ). (Note: Highlight added by me.) IEEE End-to-end Encryption (E2EE) The name also hints at one of the defining features of the social network I want to create. Shannon was an early pioneer in modern encryption techniques. Pondenome will be, I hope, the world’s first end-to-end encrypted (E2EE) social network. (While there is one site on the internet claiming to be the “ ,” apparently this means only that the chat functionality has E2EE.) [f]irst social network with end to end encryption What is end-to-end encryption? In short, it means that messages and other content are encrypted locally on a sender’s device and can only be decrypted on the intended recipient’s device. In the context of social media, each message will be sent to multiple recipients’ devices, which presents an engineering challenge, but not an insurmountable one. Open Source to Build Trust and Maintain Excellence In addition to E2EE, all client applications for Pondenome will be open-source. Not only am I a huge fan of open source (living in Finland has that effect), I have come to believe that there is no way to guarantee privacy for users without being open-source. Without open source code, users of digital services just have to the service providers that they are disclosing all the data that they are collecting, and we all know that companies can be unscrupulous. Open source allows experts to verify that a provider is doing what they say they’re doing and not collecting any extra data “under the hood.” trust Another benefit of open source is that a wider audience of security researchers can identify potential security flaws. Even the best software written by the best engineers can sometimes have security flaws. Hiding being closed-source does not really protect users; it just ups the ante for whenever the flaws will be discovered. Open source is the best way to ensure the highest possible level of security. Simple Algorithms to Display Content Apart from the privacy issues, one of my biggest beefs with current social networks (all of them, as far as I can tell) is that they are not really an effective means of communication with friends and family. One of the basic requirements of any communication system, in my opinion, is that when you use it, you should have a reasonable expectation that the message reaches the intended recipient(s). When was the last time you posted a message on Facebook and Twitter and felt confident that all your friends/followers actually saw the post? Of course, these social networks are trying to solve a problem of , where they assume that showing every post from every friend will overload the users. So they use complicated (and opaque) algorithms to which posts are worthy of your attention. In my opinion, this is a fundamental flaw of most social networks. information overflow decide for you In contrast, Pondenome will use simple and transparent “algorithms” for displaying content to its users, and it will also provide feedback to the posting user as to whether or not their posts were actually displayed to all their friends. We believe we have come up with novel methods to help users deal with potential information overload. Also, because of its open-source nature, developers will be free to make their own client apps that perform different kinds of filtering, provided they also release the source code of those apps. No targeted advertisements and possibility to completely opt out Pondenome will also have a very simple business model, which is often called . We think that the targeted advertising industry, as it exists today, has some serious flaws and is currently incompatible with our notion of privacy. Targeted advertising in its current form often leaks information about you to advertisers, and the ad-blocker vs. platform war is not something we want to engage in. Free accounts on Pondenome will be “paid for” by traditional advertising (think radio/TV). We won’t allow targeting of ads beyond the level of country/language (to ensure ads are in a suitable language). This model has worked fine for radio and TV for nearly 100 years now, so we believe it will provide enough income to operate Pondenome, too. freemium In addition, users who prefer to enjoy an ad-free Pondenome experience can purchase a premium account for a nominal monthly or annual fee. The exact pricing is still to-be-determined, but I anticipate it will be significantly cheaper than something like Spotify Premium or Netflix. How can I get involved? At present, we need a lot of help from people who share our vision. We are looking for developers, designers, and other talented people to help in the design and implementation. We also really would appreciate help in spreading the word. You can . You can, of course, share this article. If you are a journalist (or are friends with one), please . follow us on Twitter get in touch Last but not least, we will soon be launching a crowdfunding campaign on Indiegogo. If you want to be notified when the campaign begins, leave your email address on our , and I’ll send you a message when it begins. I will only use your email address for this purpose. pre-launch page Thanks for reading, and I hope you will be among Pondenome’s biggest fans for many years to come.

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