LIVEMENUA DIGITAL MENU PLATFORM

Presented by:José Del Real

George TattersallMax Weiss

1

How does Binnj establish its brand?

The development and launch of Livemenu

Opportunities for new revenue streams

AGENDA FOR TODAY’S DISCUSSION

Competitive

LandscapeThe Binnj

BrandStrategic

Development & Launch

Pricing Strategy

Future Opportuniti

esQ&A 2

STRENGTHS• First Mover Advantage• Senior Executives & Developers• Foot in the Door with 3 ERG’s

WEAKNESSES• Lack of capital• Unfinished Product• No fulltime employees

•OPPORTUNITIES• “Healthy Decisions for Healthy

Eating Act”• Unknown Competitors

THREATS• Security & Privacy Issues i.e.

PIPEDA• Product is Highly Imitable• Low Barriers for Competitors to

Enter

BINNJ

BINNJ: A SWOT ANALYSIS

Competitive

LandscapeThe Binnj

BrandStrategic

Development & Launch

Pricing Strategy

Future Opportuniti

esQ&A 3

• Frontrunners of new technology implementation that digitalizes the menu experience

• Opportunity to fuse digital media and information with sit down experience

Pioneering Cutting Edge Technology

• Cost savings from reprinting and updating menus periodically and on demand

• Provides an interactive platform for advertising and promotions

Menu Innovation

• Flexibility in making changes to menu pursuant to customer demand and seasonal variancesMenu Flexibility

• Increased accuracy of the orders placed• Customer turnover • Reduction in wait staff –more productive waiters

Profit Generating

Opportunities

KEY ENABLERS

Competitive

LandscapeThe Binnj

BrandStrategic

Development & Launch

Pricing Strategy

Future Opportuniti

esQ&A 4

VISIONBe the global leader of digital menu platforms

MISSION STATEMENTOur Mission is simple: Create a scalable, cost-

reducing, and easy-to-use digital menu that improves the experience for restaurant customers and owners. As your technology partner, when your business grows ours will grow with you, therefore, we will work hand in hand with you to support your growth.

WHAT DOES OUR BRAND REPRESENT?

Competitive

LandscapeThe Binnj

BrandStrategic

Development & Launch

Pricing Strategy

Future Opportuniti

esQ&A 5

Works best with small, senior teams

No defined deliverable needed

LiveMenu will need to be built incrementally

+ ERG’s might insist on a nearly finished product before even a Regional RolloutLack of planning may result in the development of obsolete code

-SCRUM DEVELOPMENT

METHODOLOGY

Competitive

LandscapeThe Binnj

BrandStrategic

Development & Launch

Pricing Strategy

Future Opportuniti

esQ&A 6

ERGs

Protect our first-mover advantage

Requires less development and sales resources while paying

out a larger rewardOne ERG becomes a launching pad for future

LiveMenu Market Penetration

WHO IS OUR CUSTOMER AND WHY?

Competitive

LandscapeThe Binnj

BrandStrategic

Development & Launch

Pricing Strategy

Future Opportuniti

esQ&A 7

Pause iPad Dev. For Android

Dev.

Regional Rollout

Full Scale Rollout

HOW DO WE DELIVER TO THE ERGS?

Competitive

LandscapeThe Binnj

BrandStrategic

Development & Launch

Pricing Strategy

Future Opportuniti

esQ&A 8

The iPad Platform offers no tangible advantages over

Android tablets in the context of our situation

The Android OS is available on tablets from multiple

manufactures

Android Tablets will benefit from Moore’s Law while iPads

foreseeably won’t.

Android offers a similar SDK to Apple’s

WHY ANDROID?

Competitive

LandscapeThe Binnj

BrandStrategic

Development & Launch

Pricing Strategy

Future Opportuniti

esQ&A 9

Pause iPad Dev. For Android

Dev.

Regional Rollout

Full Scale Rollout

HOW DO WE DELIVER TO THE ERGS?

Competitive

LandscapeThe Binnj

BrandStrategic

Development & Launch

Pricing Strategy

Future Opportuniti

esQ&A 10

“Trial Run” for the ERGs• Unlikely that an ERG will “put all their

eggs in one basket”Beta Testing Phase for us• Provides feedback for product

development• A lower standard of having a “polished”

product will be needed• Discover security issues and bugs

THE REGIONAL ROLLOUT SERVES AS A…

Competitive

LandscapeThe Binnj

BrandStrategic

Development & Launch

Pricing Strategy

Future Opportuniti

esQ&A 11

BETA-TESTING PROCESS

12

Pause iPad Dev. For Android

Dev.

Regional Rollout

Full Scale Rollout

HOW DO WE DELIVER TO THE ERGS?

Competitive

LandscapeThe Binnj

BrandStrategic

Development & Launch

Pricing Strategy

Future Opportuniti

esQ&A 13

14

PROFIT ANALYSIS

Competitive

LandscapeThe Binnj

BrandStrategic

Development & Launch

Pricing Strategy

Future Opportuniti

esQ&A

COSTS

Tablets$14,333.33Tablet Lock$1,288.57

Maintenance$2,866.67Installation$1,720.00Internet$719.40

REVENUE/COST AVOIDANCE

CustomerTurnover

$11,232.00Peak Period Pricing

$19,136.00Impulse Purchasing

$6,504.75Less: Paper Menu

$12,500.00Less: exec planning

$444.44Less: Labor$3,322.80

25% of Savings

• Average Net Profit is $32,212/store• Our price $ 8,053/year• Includes software, Samsung Galaxy tablet, and

security lock

Market-Penetrati

on

• Low Cost- High Volume Initially• Additional Features after Purchase (Promotional

Pricing)• Seek Large Market-Share

Beta-Testing

• Regional Roll-out Plan

PRICING

Competitive

LandscapeThe Binnj

BrandStrategic

Development & Launch

Pricing Strategy

Future Opportuniti

esQ&A

15

LIVEMENU: FUTURE OPPORTUNITIES

Data Collection• Collection of customer preferences and demographics allows for personally tailored menus

Restaurant Advertising & Promotions• Increase awareness of promotions & allow suppliers to compete for ad space (i.e.

Hershey’s, Jack Daniel’s)

Multilingual Platform• Eliminate language barriers for non-native English speakers

Gaming Options & Social Networking Integration• Zynga, Facebook, Twitter, Foursquare, etc.

Competitive

LandscapeThe Binnj

BrandStrategic

Development & Launch

Pricing Strategy

Future Opportuniti

esQ&A 16

Current Utility

Utility with LiveMenu (Decrease mean time by 5 min & Std Dev. By 3 min)

APPENDIX

17

APPENDIX

18

Write a Business Plan Determine Equity

Compensation

Apply for a loan

Stop IoS Development

Stop IoS dev.Develop Android

App

ERG Sales Pitch

ERG accepts Beta plan

Purchase equipment

Planning and Design

Executing

Monitoring and Controlling

Determine Needed Employees Hire Full Time

Apply for Intellectual

Property Rights

Cold Sales Calls

ERG Sales Pitch

Design Attractive Menu Templates

Planning and Design

PROCESS MAP IN WEEKS

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1 12

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4

8 16

8 9

9 1010

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18 19Business Planning

Beta-Testing

20

Q&A

Competitive

LandscapeThe Binnj

BrandStrategic

Development & Launch

Pricing Strategy

Future Opportuniti

esQ&A

21