PROJECT DESCRIPTION
"iBrand"- an international platform for creating castings and searching for models around the world. Cross-platform application on Android / iOS operating systems designed for show business.
The project includes several components:
- android, ios;
https://apps.apple.com/ua/app/ibrand-models-castings-events/id1608781339
https://play.google.com/store/apps/details?id=com.ibrandapp
- control and administration panel;
- web suitehttps://www.ibrandapp.com/;
- telegram bot;
- social networks.
The application acts as a platform for searching and booking models, building your portfolio and working directly. iBrand is a show business community that includes everyone who is in one way or another connected with the stage, photography or podium.
The main functionality of the application allows businesses to create events and invite everyone to take part in them, and models - the opportunity to respond and send their candidacy.
Target audience: models, dancers, singers, artists, DJs, photographers, producers, brands, customers, companies. Communicate, share, rate, build and grow a brand, subscribe and emulate - all this and more on one platform.
Problems
In the course of organizing focus groups with the main stakeholders of the project, testing hypotheses, analyzing the modeling market and organizing filming, a number of problems were identified that stakeholders face during cooperation.
Model:
- modeling agencies require advances, fees, payments, training courses, commissions. Unique contracts are forced to work only in a limited list of proposals;
- job search sites have diverse vacancies, local selection and low wages. Search queries show frequent covert work as a webcam model;
- social networks, groups and channels do not guarantee compliance with all agreements, in some cases even writing them, which entails financial losses and negative feedback.
- references and recommendations have a very limited number of local proposals;
- agents work as intermediaries and take large commissions;
Customer:
- the problem of organization and communication through third parties;
- model card data mismatch. Agencies and bookers often have an old database of photos, parameters and snaps of their models, which is not updated frequently;
- search for a global character. In the case of organizing filming or events outside the local location, you have to contact and write requests to many agencies at different sites;
- big waste of time;
The third party is usually the most interested - agencies and bookers. Every day they search for new candidates, organize castings, place ads, expand the customer base:
- the need to create, maintain and customize web resources and databases;
- advertising in different channels. Big budgets and low conversions;
- offline casting. Difficulties in conducting them caused by quarantine due to COVID-19;
- large management team. High labor costs;
- difficulties of communication with agency models. There is no single channel, different agencies use different messengers, groups.
Solution with iBrand
The market, the target audience of which are all of the above roles, needs systematization, structuring and integrity. The key to the solution of which lies through the creation of a single and publicly accessible international platform with open lists, internal advertising and wide functionality.
iBrand is a project that solves real problems of people, companies, brands and organizations. Presents unique trade offers, minimizes risks, simplifies searches and makes cooperation more transparent, convenient and efficient.
Models:
- search and work directly, without intermediaries;
- verified customers and original contracts;
- a large selection of offers around the world;
- communication without restrictions, safe and comfortable messenger;
- internal advertising;
- time planning with a corporate calendar;
To the customer:
- open and complete lists of models;
- dozens of filters and sorting methods;
- registration as a brand, photographer or company;
- always up-to-date and truthful model materials
- unlimited events and invitations;
- advanced personal accounts.
Agency:
- a single platform for the work of bookers and agency representatives
- convenient management for working with your own models;
- digital contracts and signatures;
- ease of brand promotion;
- ease of finding and attracting new faces.
MARKET
The target audience
B2C
The users of the application on the part of the performers are all participants in the field of show business and modeling: models, actresses, artists, singers, choreographers, dancers, photographers, DJs, musicians, bloggers, athletes, stylists, makeup artists, presenters, hostesses, waiters, animators.
Diverse events can take place in a short-term and long-term format, which allows participants to apply for long-term contracts or full-time employment abroad.
B2B
The project brings many solutions to businesses such as: the advertising industry, TV channels and media, clothing boutiques, modeling agencies, event companies, producers, film companies, fashion shows, photographers, bloggers, hotel and restaurant business companies, and others. It is planned to develop unique personal accounts for modeling agencies, which will greatly simplify the management of your base and “transfer” many issues to the digital plane.
B2G
International practice shows that the majority of government orders go through open tenders or through government agencies. iBrand plans to become a platform for finding and attracting all candidates for participation in films, promotional campaigns, events and other public order events.
Competition
The market is not oversaturated. If we take into account only applications on Android or iOS, then the only competitor is FIMP (Fashion is my Profession). It was created by Russian programmers and is used only in Russia and Kazakhstan. If we consider globally - the application as a resource, then the main monopolist in this area is Model Management - a project that was originally born as a modeling agency, originally from Spain, has quite good traffic characteristics, well-developed social networks, a good web interface, but very “ weak application.
There are also other programs, such as HeyProducer, 919, Casting Now, but their DAU, functionality and general product condition do not compete with the platform being developed.
BUSINESS MODEL
Monetization of the application includes the main areas, such as:
- SAAS, internal advertising;
- guarantor service;
- calendar and photo studios;
Monetizationwill be implemented in the third version of the project according to the roadmap. For the first half of the year, the main metric for product growth will be a stable increase in users who will be monetized in the future. The launch of business processes will occur sequentially along with the addition of additional functionality.
SAAS format will be available as early as Q1 2023. Q2 2023 - dual and more user role. Q3-Q4 2023 - testing the guarantor of service.
PROMOTION
Channels and tools
1) Targeted advertising
Apple Search.The application page has been designed taking into account the indexing rules. Analyzed and identified the most requested keywords related to modeling and casting. Set up Apple Search ADS.
Results:
- installations: 63
- average cost per install: $0.2
An objectively low CPI indicates low competition in this channel and well-chosen keywords.
Facebook ADS.Created advertising cabinets. Facebook analytics are set up and connected to the WEB page and application. CA formed. Launched several promotional campaigns. Tested the link with the conversion on the transition to the site.
Results:
- conversions > 1000 (transitions to the site);
- average cost per click $0.21;
Google ADS.Basic conversions and analytics events are set up. Defined keywords for queries. Formed test advertising budgets. Conversion - clicking on the download button: App Store or Play Market.
Results:
- CPA 2.15$;
- CTR 14%;
2) System of Ambassadors and Partners
3) Referral program
4) Email marketing, newsletters
5) Mass media, MEDIA
6) Social networks
7) Physical promotions and advertising
TEAM
The project team is growing gradually as the need to attract additional specialists. The core of the project is its founders. There are departments of development, analytics and testing, design, promotion and marketing. The project has many “friends”, whose lists include stakeholders who take important part in focus groups and brainstorms, including: models, brand owners, judges and participants in beauty contests, founders of photo studios, directors of modeling agencies, photographers, designers and businessmen.
Klimenko Alexander- CEO, Business Developer;
Cheshulko Nikita- Senior Developer, Team Lead;
Vladislav Reva - Senior Developer, CTO;
Anton Piontkovsky - Senior Developer, QA;
Irina Repey- Creative manager, Art-director, Model;
Evgeny Sokur- Marketing specialist;
Anastasia Gerasimenkova - Community manager, Administrator.
PROJECT STAGE
May 28, 2022 version 1.0.0 was released in the App Store and Play Market. In such a short period of time, more than 2,500 users have already used the application, about 3,000 people have subscribed to the channels, and the project has managed to enter into partnerships with more than 15 companies and ambassadors.
Finished as of the end of June 2022:
- Application version 1.0.5. Full functionality of interaction model - customer, corporate calendar, messenger, personal accounts, reviews, ratings, filtering, lists, localization into 3 languages and much more (see Roadmap);
- WEB-suite of the project;
- The system of Ambassadors has been integrated and a commercial offer for project partners has been developed;
- Important analytics events of Google Analytics, Firebase, Tug Manager and app and website conversions have been set up;
- The regulatory framework is ready, property rights are registered;
- Filmed and prepared all the necessary materials for promotional campaigns;
- Social networks and their content plans have been formalized, constant work is underway to increase the share of organic traffic;
- Significant strategic partnerships have been established;
- Organized qualified and professional staff;
- Promotion and testing of marketing strategies within the Ukrainian market is carried out;
- Collected the main statistics of the project, traffic and channels for attracting it;
- Developed scaling plan for Turkish and European markets;
- A roadmap was built for further development of the technical part of the project and its promotion.
A recap of the key figures from the 27th day since the public launch.
Number of unique users in the application: 1894;
Moderated: 985;
Models: 875;
Customers: 110;
Conducted events: 22;
Applications for the Ambassador: 174;
Complaints: 0;
DAU - 214 (23%);
ASL(Average Session Length) - 14 min. 45s.;
CRR - 65%
Sources:
- Direct 94%;
- Organic 4%;
- Paid 2%;
Demographics:
- Ukraine 1.4 thousand (70.4%);
- Germany 112 (5.7%)
- Poland 99 (5%)
- USA 53 (2.7%)
- Italy 39 (2%)
OFFER FOR INVESTOR
- Investment round - SEED.
- The amount of investment is $250 thousand, the percentage of the company is 25%.
- The minimum investment amount is $50 thousand
- Break even point: 14-16 months
- Return on investment: 2-2.5 years.
Direction of investment
Planned monthly funding of $20,000.
75% - Development
25% - promotion
Labor resources ≈ $15,000
- Project Manager - $1500 (market >$2000)
- 3 senior Flutter developers - 9000 (market >12000$)
- QA - 1000$
- Designer, content-manager - $1500
- Community manager, moderator - $500
- Specialist of Digital Marketing - $1500
Promotion ≈ 4000$
- Interaction with bloggers and Opinion leaders - $1500
- Sponsorship and reward promo campaigns - $500
- Targeted advertising - $1300
- Referral program - $700
Regular project payments:
- AWS, twilio, other services <= $1200
- Outsource tasks - $200-300
Employees work remotely.
Detailed presentation of the project and additional materials
Separately, upon request, a financial model of the project is provided.
