- Tag is a private location sharing app that allows users to discreetly check-in and share their location with friends to facilitate meetups. It aims to improve on other location apps by allowing for more private sharing of location instead of public broadcasting or persistent tracking. - In initial private betas and launches, Tag grew rapidly through word-of-mouth among college students, with high levels of daily and weekly user retention and sharing of location tags. - The company plans to continue expanding on college campuses in the fall and pursue additional features, partnerships and revenue opportunities over time to become the leading private location sharing platform.

1. meet UP and get DOWN

2. - Let friends know privately where you are without sharing to your entire social network
- No persistent location tracking – just private checkins so your privacy is maintained
- Add photos or videos to showcase what you’re up to and entice others to meet up
- Meet up more often with those you care about most. Friends are nearby more than you’d think
Tag – the Best Way to Meet Up

3. How Does it Work?

4. - People are rapidly adopting platforms where they can share more privately
- No one is doing private location sharing right. Foursquare was too public, Find My Friends too
creepy / invasive
- Tag is the best way to privately tell friends where you are to meet up or find out which friends are
nearby
Private Sharing is Exploding

6. - Launched private beta to key influencers in SF and NYC and grew to nearly 10,000 users in a few months
- Tag also ran soft launch at Penn State to test potential as a “meetup” app for college demographic. Tag
during the last month of school at Penn State, Tag grew to 3,500 students mostly by word of mouth (no
spend on marketing)
- 25% of users come back every day, 50% every week
- 50,000 sessions and 21,000 tags sent to 100,000 receiving users
- 5 recipients per Tag on average and 13 screen views per session on average
- Based on the rapid growth at Penn State we will replicate launch to 100 schools in the fall (see appendix)
Tag Beta Success Metrics

7. - Recruiting campus influencers for fall launch to 100 schools
- Recruiting summer interns in NYC and SF. Tag is the best way for college students interning in urban
areas to meet up and go out together
- Onboarding top event promoters in SF and NYC. Tag gives event promoters a way to privately ping
influencers in their city and keep them posted on exclusive events and activities. The top promoters
have been identified in SF and NYC and will begin using Tag to keep friends posted in a more engaging
way than the traditional text message
- Targeting organizations who want to more personally engage fans with exclusive content and receive
back media from fans that can be repurposed. The Sacramento Kings began trialing Tag to send
“behind the scenes” Tags to fans about events and videos from players like short interviews with draft
prospects, and fans from around the world can Tag back their responses privately to the team. In the
fall the goal is to begin rolling out to other organizations – Brooklyn Nets will be the next team
- Working with companies to offer safe employee tracking so colleagues can check-in and update
location privately and safely
- Gathering network of influential travel bloggers who want to use Tag as a way to send digital postcards
or embed on their blogs for fall launch. Leveraging Pinterest and travel blogs
- Recruiting the most influential tech bloggers, viners, and users w/ large Twitter followings to trial Tag
for fall launch as a way to more personally connect with fans
Summer Rollout Plan

8. - Ability to send Tags to friends who don’t have Tag yet via text, FB, Twitter or Instagram
- Feature to invite all your Facebook friends to Tag
- Tag scores on profiles for power users
- Android launch in 1 month (currently only available on iOS)
- Revamping our backend to be significantly faster and more scalable
- Explanation video tutorial when you sign up for better first time experience
- Filters, doodling, cropping of profile photos, and more attractive profiles
Summer Features Coming Soon

9. 2014 goal: 100K users by end of year
- End of summer launch – tap into the large finance, tech & fashion intern scene this summer in NYC/SF
- Fall public launch – roll out to 100 colleges via campus ambassador program
- Event promoter launch – Tag as a way for partygoers to meet up in urban areas
- Work networks – Tag as a way to safely track colleagues, for example bookers / model agencies
- Organization trials with sports teams to more personally engage fans
2015 goal: 1-10 M monthly active users
- Beginning of year international rollout with translations in 100+ countries
- Integrate custom maps for event and concert partnerships
- Trial brand sponsorships for events
- Trial suggested meetup sponsorships
- Trial affiliate fees from ticket sales, restaurant reservations, and hotel bookings
- Launch featured accounts – suggest relevant users to people based on location
2016 goal: 10M+ monthly active users
- Tag is a global brand and the go-to app to for location sharing
- Launch context engine for local businesses reach the right customers at the right time with offers
Post Summer Roadmap

10. Our longterm vision for Tag is to be the de facto way to share location. We believe location sharing is
"broken" and that we can get it right now by focusing on private sharing and meeting up among college
students. Longer term Tag can be the go to way to find friends or let others know where you are. Here are
the phases that we see unfolding:
There is a trend in social media from public to more private sharing - for example the rapid growth of
Snapchat and messaging apps (1 to 1 private sharing) despite the dominance from networks like Facebook,
Twitter and Vine (1 to many). This is one of the reasons we think Foursquare's popularity has been on the
decline - people don't want to publicly share their location with the world anymore. Similarly, we don't
think people are ready for ambient location tracking either - i.e. they turn the app "on" so friends or
strangers can see where they are at all times. For example apps like Sonar, Circle, Highlight, Find My
Friends, and soon Swarm have all failed to gain mass adoption.
Phase 1 is to get location sharing right by focusing on 1-1 private sharing, and letting users just "check in"
instead of turning on ambient tracking. By adding messages, pictures and videos, we appeal to the ego and
let people paint a vivid picture showing off what they're doing to entice friends to meet up. We plan to
focus on a specific demographic (college students) and provide a simple solution to show off what you're
doing and meet up. To this effect, the product in Phase 1 needs to be extremely user friendly and should
cater to ease of meeting up.
Location Sharing Evolution in Next 2 yrs

11. Tag incorporates the temporal comfort of the check-in with the privacy & comfort of selecting friends each
time. In the future, people may become more comfortable with location sharing, and with that will come
expansion of the product. The first step in that expansion will be temporal location sharing, ie "share
location for 1 hour." This allows for users to still maintain control of their location sharing, while making
the product more useful and effective. As we expand the product, metrics and qualitative feedback will
remain crucial. We want find the balance of functionality, privacy, and user comfort. Features through end
of 2015 include:
- Ability to set time limits, for example see where I am for the next 30 mins or hour
- History of one's own Tags to remember cool spots or things you did
- Public Tagging - Tag as a potential way to meet new people. For example send a Tag from a bar with
friends and see if anyone nearby wants to meet up, or send a Tag to people nearby at lunchtime to meet
- Revenue opportunity 1 - suggest places to meet up in the future. Potential here to have sponsored
recommendations similar to Yelp model - for ex. if I set date in future instead of checking in now and select
"sushi" I could have recommended sushi spots to send to friends to organize a meetup at a future date.
Could also link to book reservations and take affiliate fee. We believe the most simple enticing product is
mtg up "now" in the moment, but once we have enough momentum we can experiment w/ letting Tag
users organize future meetups.
- Revenue opportunity 2 - custom Tag maps for events and concerts with sponsorships. An event map is
more useful than seeing a purple oval on an map when trying to show where you are at a tailgate, concert
venue, or stadium. Check-ins would recognize you're at the game and change from "American Airlines
Center" to "Tailgate Lot 30" or "Concourse - Audi Club" or "Section 132, Seat 5"
Tag Features through end of 2015

12. - Local commerce will be bigger than e-
commerce for the next decade and
Tag will be positioned to help small
businesses reach the right customers
at the right time as people become
more savvy and open to sharing
location persistently. It is only a matter
of time before people move from
simple checkins w/ set time limits (Tag
phase 1) to ambient sharing and just
manage different privacy settings for
different friends.
- Revenue opportunity 3 - sponsored
alerts for local merchants based on
Tag history. Tag can be the go-to
platform for location sharing which
will result in a goldmine of data.
Merchants can leverage Tag data to
reach the right users at the right time
with specials based on data
After 2015 – Helping Local Merchants
Tag can help small merchants in a
massive local commerce space.

13. - Advertising is behind it's true potential with the technology available. People are using their smart
phones for everything from shopping, to banking, to sharing pictures of their friends. Companies like
Facebook and Google have begun targeted advertising, but they're all missing a crucial factor - temporal
location data. Current ads are based on your trends (facebook likes, cookies, content you post about) more
than what you're doing here and now. Tag gives advertisers insight into this information.
- Ex. on the day of a sporting event, users will be tagging from the arena. Using cross-promotion,
companies like Chipotle can advertise to people who are at the game who have previously Tagged from
mexican restaurants with a message like "Feeling hungry after the game? Stop by Chipotle with your ticket,
and receive $2 off your burrito!" While many companies have been able to determine the trends of their
users, none have been able to access what their users are thinking about or experiencing in a particular
moment, where they are experiencing it, and then directing pay-to-push advertising (with real time rich
media & directions) to their mobile devices.
- Once this connection is established between brands and the users they are advertising to, a one-to-one
relationship is also formed. Users can send back their reactions to the ads, for example send a selfie
conveying their excitement to a deal they just received for a chance to win even more perks. This allows
the brand to not only send people personal messages back, but also allows the brand to see who actually
walks into the brick-and-mortar stores to gauge effectiveness. This sort of personal advertising is what all
brands strive for. They want their customers to feel that the brand is speaking to them directly, and not
that they are just one person in a large broadcast
Sponsored Alerts Examples

14. Appendix

15. We have the secret sauce to recruit and incentivize
campus ambassadors to launch their schools. Here is
a sample video from our Penn State launch:
http://onwardstate.com/2014/06/05/tag-releases-
video-featuring-familiar-penn-state-faces-2/
Influencers usually are athletes, greeks, writers, or
belong to some popular clubs or organizations. They
have a large network of friends and command
respect among peers. For example at Penn State ->
The Secret Formula to Launch Schools
The opportunity for ambassadors is to get in on the ground floor of a hot startup and learn how to build a
community, grow their resume and get referrals and reference letters, swag, have fun with a useful
product. They can also be first to introduce something cool to peers. We accept ambassadors on a rolling
basis throughout the semester and have a weekly plan for them to execute their campus launch.
Campus ambassadors put us in touch with Presidents and Social Chairs of every Fraternity and Sorority on
campus to reach influencers. Tag is promoted through listservs, facebook groups, personal networks and
we even leverage other apps like Snapchat, Tinder, and Yik Yak.
We will also physically visit 10 of the 100 target schools to meet with our ambassadors. Purpose for the
tour will be to live our brand of meeting up, create content to keep users engaged on the platform/social
media, and co-host socials campus influencers (invitations exclusively sent out via tag). If data confirms
campus tour is increasing engagement, we are prepared to extend to 10 additional schools.

16. User Growth (Mar 19-Jun 11)
During Penn State Launch

17. Unique Tags (Mar 19-Jun 11)
During Penn State Launch

18. Retention
During Penn State Launch

19. GeoSessions