Marketing Plan

Anis Bennaceur

04/01/2015

Executive Summary

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Present market situation: Online Dating apps are on a downhill trend Too many cheap dating apps are currently invading the market Quality of users on these dating apps is going down It is always best to date friends of friends, or people within a same community Most current apps do not interact with their users

Change recommended: Mixer will be branded as a high-quality app, with a mix of 70% lifestyle and 30% dating Quality events and strong prize campaigns will retain users A partnership with a rockstar is an enormous plus Hire a team of well chosen ambassadors Sign-in upon referral Filter the users as they sign-in

REMINDERS

4Segmentation of users

REMINDER

Veryhigh-end

High-end

BrandedMass

Mass

Description

Artists, celebrities, heirs, socialites, models, bloggers, successful entrepreneursPeople checkable on Google instead of Facebook

Lawyers, bankers, fashionistas, other entrepreneursManhattan people who go out and are professionally successful

DO NOT MARKET TO THEM

5Characteristics of a dating app

REMINDER

Number of users growing fastand slowly declining

Time

# U

sers

Reasons:

Quality of users goes down Users are described as creepy Online dating apps are invading the market and no longer

seen as something cool or innovative One-on-one dating with strangers will decrease because

of bad experiences

Potential solutions:

Filter users through referralsand acceptations to keepquality of users

Back to basics: groups of friendshanging out together and potentially wanting to meeteach other, without necessarilyseeing Mixer as a dating app

Brand the app 70% lifestyle, 30% dating

Become the SoHo House of the dating apps

Need to delay phase

6Marketing channels

REMINDER

Targeted strategy to universities and schools to become the next app of the moment: ambassadors, hiringthe right intern, promote case studies with professors withinmarketing classes (eg LVMH)

Gradual communication towards webzines, blogs, magazines, and at last television

Community management

Growth hacking is a creativemethod to create virality in downloads. Eg: Ubers referralprogram which discounts $20 on rides for the referer and referee.

Media

Schools and universities

Street-marketing

Growth-hacking

Buzz strategy with hugecommunication hits, relayedby media

Exclusive events, relayed by media

COMMUNICATION STRATEGY

April May June July

Preparation of strategy

Marketing towards very high-end users

Marketing towards high-end users

TV reports and go big on press

Indicative agenda and modus operandi Global View

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Digital Marketing

Aug. Sept. Oct. Nov. Dec.

Preparation of strategy

Screening & gathering of strong suited partners

Last interviews with thosepartners to fine-tune app

Preparation of events

Artists (equity incentive): Alex Carapetis, drummer

of JC & The Voidz -essential

Andre Saraiva, artist great addition

NYC socialites and heirs (equityincentive): Maggio Cipriani More to be identified

Club managers and promoters: Screening of the right

promoters to collaboratewith us, and finding best agreement

Partners will be working with us on the communication of the app, and need to identifythemselves with the product

Interviews and beta demonstrations to fine-tune the app will be necessary to improve user experience

Preparation of our pitch and branding to users

Preparation of launching event -Highly important to ensure that:

The artists will bring over their contacts

All the promoters allowthe event to be 70% females

Our ambassadors invite high-end people

Research on future spots to host the events (lofts, boats, rooftops, bars)

Purchase of goodies, decorationitems & reaching out to alcoholsponsors

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Hostesses who will ensure, uponarrival, that users have or install the

app, and briefly explain usage

In the events:

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Artist performance in confidentialatmosphere

Goodies given during the event

The right people, in an unknown place, with the unexpected

Partners and ambassadors have their users download Mixer and

attend events

Mixer parties for very high-end

Fashion press and gotha articles (selected)

Open press events

Indicative agenda and modus operandi focus on very high-end users

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Hamptons,July 4th

April May June July Aug. Sept. Oct. Nov. Dec.

FashionWeek

Halloween

Deep dive into the events for the very high-end

Timing is key! Three events before summer First press

Ambassadors, Partners, and PRsneed to activate their networks 10 days before the event

Sign-up on referral/ invitation, to track ambassadors work

Having a referral system makesthe app more exclusive and creates the hype: each user isallowed to invite 5 friends on the app

First event is capital, in a loft: artists, socialites, confidentialshow, free high-quality alcohol, ensure we have enough bars and bartenders

Second event on a boat: good weather, have it navigatearound New-York, whichensures guests come in earlyand stay until the end

Third event in the Hamptons on July 4th : all of our target userswill be there. We will be havingcredentials at that time

One Techcrunch and one VentureBeat article to createcredibility

Then focus on very few, high quality fashion magazines and webzines to talk about us: Vogue, GQ, Jalouse, Elle

Ensure at first online presencefollowing events in Guest of a Guest, Purple Diary, etc

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July

Indicative agenda and modus operandi focus on the high end

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Aug. Sept. Oct. Nov. Dec.

Partners and ambassadors have their users download Mixer and

attend events

Mixer events for high-end

Buzz campaigns

Deep dive into the events for the high-end

Description of events Buzz campaigns

Sponsorship of selected bars and clubs

Hostesses paid to have the rightusers to download the app

Once users have the appdownloaded, one drink isoffered

Goodies are offered

Less expensive events

Launch marketing buzz in selected areas, involving social media

Example with Tinder:

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Press evolution no ads, only articles

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0

10

20

30

40

50

60

1 2 3 4 5 6 7 8 9 10 11 12

TV impact

Inte

rnat

ion

alis

atio

n

More open press

Thousands of downloads1

Months

Specializedpress

(1) Not necessarily users. Numbers are low because of Mixers exclusive aspect

APPENDICES

Recruitment, partnerships, and ambassadors

APPENDICE

Campus ambassadors City ambassadorsImportance of Alex Carapetis

as artistic advisor

Focus on campus ambassadorsstarting from September

These ambassadors will secretlywork for us: they will not tell their contacts that they are being paid to promote the app

Fashion schools are essential: strong proportion of females

Schools identified: Parsons, FIT, NYU, Columbia, and Pratt

Identification of city ambassadors: Abercrombie models, socialites, heirs, club managers

Their role will be exactly the same as campus ambassadors

Socialites and heirs are not money sensitive. Possibility to provide them with 0.5% equity?

Club managers and Abercrombie models paidrespectively at $1,000 and $500 a month

He will allow us to targetmusicians and actors on the appand have them from the begining

He will allow us to have musicians perform at ourconfidential events at a friendsprice

He can help us obtain pricelessitems from musicians that couldbe given to our members for campaigns (eg: an autographedguitar by Julian Casablancasoffered to one of our users for Christmas, or a backstage passfor a NYC concert for a group)

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One summer intern, definition of his role and requirements

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APPENDICE

Role: Managing relationships and marketing opportunities with our partners Contributing to the preparation of the events Seeking for sponsorship opportunities for our events Proposing buzz-campaign ideas to promote the app Search engine optimization Helping with press relationship

Requirements: Ideally studying in a University based in New-York Enthusiastic and detail oriented self-starter eager to excel in a fast-paced startup environment Strong interest in marketing and tech products Strong written and verbal communication skills Proficient with Microsoft Office Google Analytics experience a plus Smart, quick worker and can do attitude Outgoing, with social skills

Budget lines on marketing

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APPENDICE

Line of Cost May June July August September October November December Total

Events - Very High End 28,365 25,590 26,115 - 23,115 24,613 - - 127,798

Other events - - 3,540 3,540 3,540 3,540 3,540 3,540 21,240

Ambassadors, partners, and interns 6,500 6,600 6,600 6,600 11,500 11,000 11,000 11,000 70,800

Total 34,865 32,190 36,255 10,140 38,155 39,153 14,540 14,540 219,838

A lean cost structure, with a strong emphasis on these amazing very-high end events that will promote the image of Mixer

Contact:

Anis Bennaceuranisbennaceur@gmail.com

(M): +1 917 744 4827

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