business plan

co-founders
Valentina Hernndez
Karen Lpez
Oscar Maiz

Developers
Andrea Cervellin
Giacomo De Franceschi
email ceo@sunscious.com
admin@sunscious.com

SUNSCIOUS: THE CONCEPT

OUR PITCH

Sunscious is a segmented social network for positive-content sharing that stems the
tide of negative reporting, creating the scientific basis for a more optimistic global
footprint by highlighting and measuring the good that happens in the world.

SOCIAL IMPACT

It is a measuring tool that transforms content into statistical data;

It extends with a mobile application for micro-volunteering - named WeAppHeroes
- based on geolocalization;

THE MARKET SIZE

High value users monthly visits
15M

Geo/localization network
users linked to positive
impact news market

4.5 M

Segmented social causes

crowdfunding market

45,2 M

Good news sections

within hybrid news
channel market

2.4 M

Segmented market
for good news
consumption

23,3 M

WHAT ABOUT IT

tracks the economical impact pulse of happiness and philanthropy in

different geographical levels up to globally.

THE MARKET SIZE

INDIRECT

The market size refers to the number of users that compound the total
market for the following COMPETITORS:
4.5 M

- Geolocalized apps (taking as example Yelp and Foursquare), total size

of users population that comes from the app adoption.

23,3 M

- Social crowdfunding platforms (taking as example GoFundMe) total size

of users population.

DIRECT

15M

2.4 M

- Blogs with sections that hightlight positive content (taking as example

Mashable and Huffington post), total size of users populatio (indicated by
similar web, statista and alexa), removing the amount of users of
the sections that are irrelevant or not inherent to positiveness & optimism.
- Taking as example GOOD.is and Threehugger total size of users
population indicated in sources like similarweb, statista and alexa.

* SOURCES: similarweb.com, alexa, statista.com

Direct competitors: Good news channels. Indirect competitors: Selected blogs and news channels.

HIGH VALUE USERS DEFINITION

Sunscious and WeAppHeroes as Multi-sided platform
For inherent nature, the project consists on a multi-sided platform (MSP)*.
Our high value users for the app/ web platform, dont directly generate revenues but

The contemporary hero

This user wants to leave a positive mark to the world through a transparent and monitorable system that democratically serve the communitys needs without investing
too much time or compromising their current lifestyle. Social crowd-funding contributors, socially responsible citizens, good news consumers and the so-called Millennials philanthropists are some of the examples.

For revenue generators we can group different clients:

- Entities and individuals that are interested on statistical data.
- Local retailers paying for direct advertising and promotion (either channeling sales
or rewarding the apps users).

* MSP Wikipedia definition: The organization that creates value primarily by enabling direct
interactions between two (or more) distinct types of affiliated customers

The team

A little bit about ourselves

VALENTINA HERNANDEZ

BORN SEPT. 5TH 1979

SERIAL ENTREPRENEUR
Co-Founder Sunscious Ltd, her personal mission becomes the projects mission: to create the new optimistic
way of providing information to modern society.
Founder of PORTRAIT Eyewear, a handmade in Italy eyewear brand that supports small hand-crafters,
preserving the traditional manufacture through sustainable practices. Eyeglasses and sunglasses that result from
a deep design research and the use of top quality materials. The communication campaign has a social
responsible approach, based on the promotion of emerging artists
Selected by TEDx Padova to talk about the power of Optimism, her speech talks about its proven social impact
and consequent responsibility we all have of spreading positiveness around us.

KAREN LOPEZ PERENEY

BORN OCT. 10TH 1981

ART DIRECTOR & CONSULTANT

Serial entrepreneur and Sunscious co- founder, Karens design process include research, conceptual thinking,
visual strategy, image development, and execution.
She provides strategic design solutions for small or scalable projects in both print and web environments.
With an innate entrepreneurial spirit shes become an asset to her studio and work. With 12 years of professional experience in various work fields she has developed skills in areas such as design management, brand
consulting, marketing, and idea development.

A little bit about ourselves

OSCAR MAIZ

BORN DEC. 13TH 1977

SEED INVESTOR AND OPERATIONS MANAGER
Sunscious CFO, seed investor and cofounder. 12 years experience in Oil Industry. Different positions held in
Operations management and Quality assurance. Has worked for Schlumberger in several countries: Venezuela,
Mexico, Ecuador and Saudi Arabia.

ANDREA CERVELLIN
BORN SEPT. 2ND 1987

SOFTWARE ENGINEER AND WEB DEVELOPER

Sunscious CTO and developer with deep software engineering experience, Andrea has worked with Dainese
Group and TXT E-solutions. He has expert skills in PHP, CSS3, HTML5, MySQL, Jquery, Contao CMS, Java
Script, Mootools and Joomla, among others.

GIACOMO DE FRANCESCHI
BORN FEB. 8th 1989

WEB DEVELOPER
Sunscious CIO, web designer and web developer, Giacomo has remarkable skills in: PHP, CSS3, HTML5,
MySQL, Jquery, Contao CMS, Java Script, Mootools and Joomla.

Our goals

OPTIMISM IS CONTAGIOUS
FACT 1: GOOD NEWS ACCESS AND LEGIBILITY ARE HARD TO FIND
Good news arent properly highlighted within the general publishing agenda.
The news market traditionally seems to find bad news more attractive to the general population.
Bad news lead to a general state of pessimism.
Optimism increases peoples wellbeing, and affects their success in every field, according to
scientific studies (*)
(*) According to Martin Seligmans scientific study transcribed in his book Learned Optimism 1990, on a repeat basis, optimism tends to
deliver success. TEDx Speech http://www.ted.com/talks/martin_seligman_on_the_state_of_psychology? language=en

HAPPINESS IS DETERMINED BY

YOUR THOUGHTS,
ACTIONS AND
BEHAVIORS

YOUR
GENETIC

YOUR
CIRCUMSTANCES

OPTIMISM IS CONTAGIOUS
FACT 2: PHILANTHROPY CAN BE CROWDSOURCED
AND INDUCED IF ADDRESSED THROUGH TECHNOLOGY:
Social- causes crowdfunding platforms proof that philanthropys actions can increase when
effectively channeled.
Crowd-sourced philanthropy and positiveness are profitable.
Social interaction should transcend virtual, generating impact locally, which also enhance
community network, improving its economy.
Scientists working for the Facebook made users into lab rats for a week in January 2012,
to see if meddling with the posts they saw when they logged in would change their emotions.
The study found that by messing with the news feeds of 689,003 users, researchers could change the kind of status updates
they'd make. If they were shown more negative posts from friends, the users would make more negative status posts, and the
other way around (source The Mirror, UK. By Mikey Smith)
Mark

Good day! :)
15 Likes

Mark

Worst day ever! :(

2 Comments
1 Like
10 Comments

Like this

Like this

Comment this

Like this

Comment this

Like this

Comment this

Like this

Comment this

Like this

Comment this

OUR GOALS
MISSION

mism.
using a tool that allows spontaneous volunteering

VISION

Being recognized as the main network for positive content as well as a primary tool
to improve community interaction and wellbeing

AN IDEA BORN FROM THE FOUNDERS' EXPERIENCE IN MEDIA AND COMUNICATION,

FULLY COMMITTED WITH THE LATENT DESIRE OF INTEGRATING OPTIMISM I N THE
MASS-INFORMATION MARKET AS WELL AS GENERATING SPONTANEOUS PHILANTHROPY.

The Market

Market value in Billions ($)

Market Value

USA

0,9 $ bn

9,46 $ bn

1,78 $ bn *
* approximately

in year 2015.

recognizes this enormous market opportunity. It works as a virtuous circle based

on a lasting value where people engage by investing their funds, time and energy.

A look at our competitors

Sunscious / WeAppHeroes Differentiation

on problem- solving and positiveness tracking.

A Great Markets Perspective

philanthropic, and social endeavors still prevails with

The Business Model

A VIRTUAL SPACE FOR CROWDSOURCED PHILANTHROPY

High traction expectancy and

customers engagement

Immediate tracking of
wellness and happiness

Micro-economics social impact:

local business connect with real needs
in real time, within their neighborhood

A new digital phenomenon:

Where people looking for optimistic information from all over the world can interact.
Based on philanthropy where people can connect through an efficient and simple tool, without
compromising users time and safety.
And an effective channel to address local businesses offers and discounts to people in need, with a
high traction expectancy and strong customers engagement potentiality.

Why Is It a Business Idea?

EMPOWERS WELLBEING

MAKES
PHILANTHROPY VIRAL

Passive users find a

source of inspiration

Positive content
sharing is appealing.

People in need and

heroes feel happier

Becoming others hero

easy and appealing too
Getting noticed as heroes is
translatable in data & relevant
Users good actions
become their selfie
SCALABLE AND
VIRAL USAGE

Tracking peoples needs in real

time has an economical value
OFFERS AND DISCOUNT
TARGET A POTENTIAL AND
ENGAGEABLE CUSTOMER
FROM ONLY

0,75

Positiveness tracking have a

social-economical relevance
The so-called users ego gets
channelled in social causes
Happy people spend
more money
HEALTHIER SOCIETY

PAYING CUSTOMERS TARGET

SUNSCIOUS. Based on the statistical data well be able to provide:
Companies marketing divisions, Marketing and government agencies, Campuses
scientific research labs, Free-lancer researchers.
Value proposition: Crowdsourced geo-localized optimistic information,
Economical impact pulse of happiness tracking, Statistical measuring tool.
Strategy to reach the paying customers (spread usage):
SEO positioning, Viral usage of Sunscious free stats, Newsletter, Sunscious
Widget in accountable platforms (ex. myunea.org).
The business model regards the sales of statistics: Monthly fee 10 $. P
Payment per trimester.

WeAppHeroes:
The paying customer for a micro-volunteering tool like this is the local retailer.
Value proposition: Geo-localized and real-time tracking of people needs,
High value customers access (targeted advertising), Possibility for
customers engagement, High traction expectancy, Benefits the
community with a socially responsible approach.
The business model: charging the local retailer 1) 0.75 $ for direct markt
posts, 2) 3,5 $ for 2 weeks general posts (visible to all users in 5km range).

Economical Sustainability + Constructive Vision

SEGMENTED POSITIVENESS

SHARING ECONOMY

STRONG TARGET

SUSTAINABILITY

POTENTIALLY
VIRAL INFORMATION
GOOD WILL AS A
VOLUNTARY ACTION
ENGAGEABLE
USERS MASS

EASILY SCALABLE
AND REPLICABLE
TRANSPARENCY BASED
ON REPUTATION BUILDING
(MONITORABLE)
CONVERSION BASED
ON RELIABILITY

Forecast

Lets Take a Look at the Numbers

USD
Revenue

JUN.2016

JUL.2016

AGO.2016

SEP.2016

OCT.2016

NOV.2016

DEC.2016

--

--

--

--

--

--

--

Revenues
(moderate)
Users total amount

PR and Adv

2017E

2018E

$263.250,00 $3.105.000,00 $9.720.000,00

$151.875,00 $1.297.500,00 $4.050.000,00

--

--

--

--

--

--

--

Subscriber active
users (% of
subscribers)
Users acquisition
IT infrastracture
Staff Expenses (2
developers, 1 Art
director, 1 CFO, 1
CEO)
G&A Expenses

2016E

1.125.000,00 2.250.000,00 4.500.000,00

3.375,00

22.500,00

90.000,00

$150.000,00 $600.000,00 $2.000.000,00

$1.200,00

$1.200,00

$1.200,00

$1.200,00

$1.200,00

$1.200,00

$1.200,00

$8.400,00

$16.800,00

$33.600,00

$15.700,00 $15.700,00

$15.700,00

$15.700,00

$15.700,00

$15.700,00

$15.700,00 $109.900,00 $577.200,00 $1.260.000,00

$900,00

$900,00

$900,00

$900,00

$900,00

$900,00

$900,00

$6.300,00

$12.600,00

$25.200,00

--

--

--

--

--

--

--

$10.000,00

$72.000,00

$100.000,00

$17.800,00

$17.800,00

$17.800,00

$17.800,00

Total operating costs $17.800,00 $17.800,00

$17.800,00 $284.600,00 $1.278.600,00 $3.418.800,00

Operating costs as
% of sales

108%

41%

35%

User adquisition cost

as % of revenue

57%

19%

21%

EBITDA
EBITDA margin

-$21.350,00 $1.826.400,00 $6.301.200,00

-8%

59%

65%

Lets Take a Look at the Numbers

Year

*Amounts in K USD

per year.

Schedule of Cash Flows Discounted at 8%

Net
Outflows
Intflows
Cash Flow

Discounted
Cash Flow

Lets Take a Look at the Numbers

REVENUE (USD) & EBITDA

$ 10.000.000
$ 7.500.000
$ 5.000.000

Costs %

$ 2.500.000
$ 0,00

2017 E

2018 E

Revenue $
EBITDA margin

responsibility partnerships (TIGO Guatemala and others, with immediate access to 2M people).
* This kind of strategy is already been implemented.

Users Acquisition
Reaching 4.500.000 visitors in 2018 is possible through both
organic search and strategical partnerships given:

Users Acquisition
$ 1.200.000

someone elses heroes are either appealing than potentially viral.

$ 800.000

critical mass that can easily become engaged, due to a users

interest predisposition:
$ 0,00

We Wants (UN platforms) with widgets and through social

media, potentially captivating a socially committed audience
that wants to participate in the sustainable goals solutions
tackling process.
controlled-zone pilot test for our app.
TIGO, Fairphone and Millicom) with social responsibility
poli- cies willing to sponsor this kind of initiative to become
more sustainable (in exchange of exclusivity and co-sponsorship
with other organizations).
lligence), as a way to conduct a social experiment, willing to
involve a highly motivated users mass, and improve the tool
itself.

Costs %
USD investment
Costs %

Conversion rate
Total Users / Active subscribers Costs %
Users
Active users
100.000

1.375.000

75.000

1.250.000

50.000

1.125.000
1.000.000

25.000
2017 E

2018 E

Business model / Pricing 2016 2017 2018

Average of coupon's offered by subscriber
(monthly) conservative

Average of coupon's offered by subscriber

(monthly) moderate

10

15

0,75

0,75

0,75

55

55

55

10

10

2,5

2,5

2,5

Cost x promotion each

Cost x promotion 2 weeks
Cost x promotion yearly
Trimester subscription/ Stats reports
(Sunscious)
Extra unlimited x monthly

translates into an average of 2 to unlimited sales channeling through our platform with a minimum
expense that goes from 0.75 $ to amax of 7,25 $ a month per user

NOTE

Why to Invest?

social-causes field.
market opportunity.

Thank you!