der hund an der digitalen leine - tractive
TRANSCRIPT
PET WEARABLES
Big Pet Data
Der Hund an der digitalen LeineFuture Decoded, April 21st 2016
Michael Hurnaus, CEO Tractive
#fdAustria
Confidential 2
Pets are our passion
Tractive builds apps, pet
wearbales and a social media
platform to create an ecosystem for
pet owners and pet lovers.
3Confidential
tractiveproducts
4Confidential
Tractive GPS 2
• <30g (1oz)
• Works in over 80
countries
• Multiple GSM networks
per country
• Waterproof
• Real-time tracking
• Virtual fence
• Clip loss detection
• Heat Alarm
facts
5Confidential
tractive Motion
facts
• Fitness Tracker for pets
• Only 6g (0.2oz)
• Waterproof
• Wireless syncing (BTLE)
• Multiple sensors (motion,
movement, ambient
temperature and light,…)
• Additional clips
(multiple colors)
• Leaderboards (worldwide,
friends)
6Confidential
tractive accessories
Confidential 7
target audience
Pet owners who use smartphones
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tractivemarket
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tractive market
a typical dog owner spends$ 1,500 dollars
per dog per year
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tractive market
the pet accessory market has
grown 5% YOY for the
last 10 years
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tractiveapps
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Tractive apps for iOS & Android
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Tractive PHOTOS
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Tractive PHOTOS
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Tractive Petnames (petnames, catnames & dognames)
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Tractive PetBlabla
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Tractive Pet Battle
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Tractive Dog Walk
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Tractive Revenue Channels
RETAIL online/offlinehardware gadgets
accessories
MOBILE APPSfree & pro versionsin-app purchases
in-app ads
RECURRING REVENUEsubscription model
for some hardware products
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tractive cross-selling
MOBILEusers
HARDWAREcustomers
SOCIAL PLATFORMusers
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big petdata
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The retail communication gap(connection to the customer is lost after they
leave the retail store)
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Retailers know what their customers buy, Tractive knows what they should buy!
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What Tractive knowsabout pets & their owners:name, age, birthday, breed, type of pet, number of pets, pet
health data, pet activity data, photos, arrival of new pets, loss
of pets, location, allergies, vaccinations, size, weight…
owner name & email, language, location, gender…
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How Tractive addresses
potential customers• targeted trigger emails
• push notifications directly on the users cell phone
• personalized in-app messages
• targeted social network campaigns
• non-branded Facebook Pages
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Re-target Visitors
• Address app-users with social media campaigns
• Direct them to the Tractive website
• Re-target visitors based on behavior
• Measure Conversions
• Track user journey
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Marketing (for growth)• Bing Ads, Google Ads, Twitter, Pinterest, ...
• Affiliates
• Influencer Marketing
• Blog
• Cross-Selling / Cross-Marketing Apps
• Know your CAC and CLV
• Almost NO offline marketing
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Summary• Marketing is more than Banners and paid Ads
• Levarage the power of apps
• Fill your funnel with app users
• Build an addressable customer base
• Cross-Sell free apps (it is inexpensive!)
• Data is king
• The obvious business model might not be visible
immediately
PETS ARE OUR PASSION
Contact Information
Tractive GmbHRandlstraße 18a
4061 Pasching
Austria
Office[at]tractive.com
www.tractive.com
Q&A