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Presentation for Maddie’s Fund | adoptmeapp.com | Cynthia Typaldos | 650 215-8406 | cynthiatypaldos@gmail.com 1
AdoptMeApp
Notes for Meeting with Maddie’s Fund
June 24, 2014
Presentation for Maddie’s Fund | adoptmeapp.com | Cynthia Typaldos | 650 215-8406 | cynthiatypaldos@gmail.com 2
Agenda – AdoptMeApp Discussion
Introductions
Why an AdoptMeApp & Maddie’s Fund partnership?
Press
Demo
AdoptMeApp Benefits Highly leveraged
Reduces LOS
Increased engagement of stakeholders
Technology/Development/Beta Status
Business Model - Sponsorships
Project Proposals
Presentation for Maddie’s Fund | adoptmeapp.com | Cynthia Typaldos | 650 215-8406 | cynthiatypaldos@gmail.com 3
Introductions – AdoptMeApp Team
Cynthia Typaldos: CEO, product definition, marketing, biz dev, mgmt Career: Founder/CEO – Kachingle + 2 other internet startups, Dir SW Prod Mgmt/Mktng Sun Microsystems, SW
Eng BofA, Instructor UC Berkeley Ext.
BS, Chemistry; MS (nearly complete) CompSci UC Berkeley; MBA, MIT
Frank Spies: CTO: software architect, lead developer Career: Founder/CTO Kachingle, Architect/Developer NVIDIA, founder 2 other internet startups, Dev Eng Sun
Microsystems
BS & MS, CompSci, University of Saarbruecken, Germany.
Rob Blackwelder: Site Ops, QA, Support Career: Kachingle, Xoom.com, Wine.com | AA, Journalism, Contra Costa College, Richmond, CA
Bhanu Iyer: HR, PR, Marketing Career: Rigel Pharmaceuticals, Teraburst Networks
California College of the Arts- Leading by Design Fellowship, University of Michigan MSW, University of
Mumbai MSW, University of Pune BA
Helena Merk: mobile app developer Career: Seventeen Magazine Power Girl, 2014 Apple Dev Conf Student Winner, accepted at Carnegie Mellon
Frederic Ranft: design + UI/UX, html/css, javascript Career: Kachingle UI/UX
Diplom, Bergische Universität Wuppertal (now Folkwang – Hochschule der Künste), Germany
Presentation for Maddie’s Fund | adoptmeapp.com | Cynthia Typaldos | 650 215-8406 | cynthiatypaldos@gmail.com 4
Bronco’s Story
When Bronco was at Palo Alto Animal Services (PAAS) for
4 months, the staff made one Facebook post about him
which rapidly disappeared from view. That was the extent
of the social media activity for him. He was essentially
invisible to the outside world.
His adoptable pet profile read like that thousands of other
shelter dogs -- “Bronco is a neutered male pit bull mix
about a year old. He was found as a stray….”
accompanied by an ordinary-at-best intake photo taken by
the Animal Control Officer.
This, we believe, is the typical amount of marketing most
shelter pets get, and is what inspired the development of
AdoptMeApp.
Epilogue: We pulled him from the shelter and did our own
photos and marketing. We found him a new home.
Bronco’s Story
Presentation for Maddie’s Fund | adoptmeapp.com | Cynthia Typaldos | 650 215-8406 | cynthiatypaldos@gmail.com 5
Why Maddie’s Fund should invest in AdoptMeApp
Reduction in Length of Stay (LOS) - hugely leveraged
Even a 1% reduction save 1000s of lives across all Maddie’s
Fund organizations
Nation-wide, even world-wide applicability
Results can be measured starting months 7-12
Santa Clara Valley Coalition already tracking overall numbers
president ready to roll
Enthusiastic beta sites: HSSV, PHS/SPCA
Software/Apps – marginal costs low once implemented
New sponsorship revenue stream for organizations
Powerful, cohesive, high functioning, proven team
Most worked together 4 years
Already have built complex robust financial service to drive
donations
Built beta AdoptMeApp in a few months as volunteers
Technology, startup leadership
Great partnering skills; passion for animal welfare
Bronco’s Story
Presentation for Maddie’s Fund | adoptmeapp.com | Cynthia Typaldos | 650 215-8406 | cynthiatypaldos@gmail.com 6
Adopt Me! – Videos/Radio
Palo Alto woman develops app in hopes of saving shelter animals' lives
Click on logo to watch/listen to the video/audio clip
Presentation for Maddie’s Fund | adoptmeapp.com | Cynthia Typaldos | 650 215-8406 | cynthiatypaldos@gmail.com 7
Adopt Me! – Press/Awards (click for link)
Palo Alto woman develops app in hopes of saving shelter animals' lives
HackPaloAlto
AdoptMeApp Video
Finalist Slot Story
City of Palo Alto
Wins Finalist Slot
Wins Second Place
Wins Finalist Slot
Wins Second Place
Presentation for Maddie’s Fund | adoptmeapp.com | Cynthia Typaldos | 650 215-8406 | cynthiatypaldos@gmail.com 8
Demo – what is AdoptMeApp?
"Every Shelter Pet
Now Has
a New Happy Story"
AdoptMeApp enables staff,
volunteers, and fosterers in
animal shelters and rescue
groups to easily post and
share linked stories, photos,
and videos about adoptable
pets
Presentation for Maddie’s Fund | adoptmeapp.com | Cynthia Typaldos | 650 215-8406 | cynthiatypaldos@gmail.com 9
Demo – Benefits
Taps into volunteer
creativity and social
networks
Gives dynamic, rather than
static, view of pet
Lets adopter see how the
pet interacts in many
situations, with different
people
Especially great for fostered
pets - shows how the pet fits
into someone’s home and
life. Takes advantage of
foster situation!
Presentation for Maddie’s Fund | adoptmeapp.com | Cynthia Typaldos | 650 215-8406 | cynthiatypaldos@gmail.com 10
Demo – Benefits
Ellie – dog in foster care
at PHS/SPCA
• one poster – foster
dad
(hashtag link)
Darla – cat in shelter at
HSSV
• many posters –
volunteers and staff
(hashtag link)
HSSV all adoptable pets
(link)
Presentation for Maddie’s Fund | adoptmeapp.com | Cynthia Typaldos | 650 215-8406 | cynthiatypaldos@gmail.com 11
Pet Profile Enhancement
URL in AdoptMeApp posts link
here so that people can find out
how to adopt her
Presentation for Maddie’s Fund | adoptmeapp.com | Cynthia Typaldos | 650 215-8406 | cynthiatypaldos@gmail.com 12
Highly Leveraged
Volunteers, and only a small % need to use it to create impact. Does
not require staff participation. Small amount of volunteer mgmt.
Any volunteer w/ smart phone can master it. No training needed.
Uses existing social media for broadcast – low technical and
marketing risk
Spreads word among social networks that staff doesn’t have time to
reach; leverages volunteers’ social graph
Appropriate for all shelters/rescues, even those with none/poor tech
infrastructure
Allows organization to have oversight into volunteer interactions,
especially important with fosterers. Identification of best practices.
Shelters can learn from each other.
Presentation for Maddie’s Fund | adoptmeapp.com | Cynthia Typaldos | 650 215-8406 | cynthiatypaldos@gmail.com 13
Reduces Average Length of Stay (ALOS)
“AdoptMeApp could decrease ALOS by 5-10%” – Beth Ward, VP Ops, HSSV
Length
of S
tay in
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Additional Animals That Can Pass Through System ALOS Additional Days ADDITIONAL PASS THRU
Dogs in Shelter 27 days 10,800 400 Dogs in Shelters
Dogs in Foster 54 days 2,400 44 Dogs in Foster Cats in Shelter 36 days 20,000 556 Cats in Shelter
1 Assumptions:
• ALOS for a dog in shelter/foster – 30/60 days. ALOS for a cat in shelter – 40 days
• Santa Clara Valley Shelters adopted out 4,000 dogs & 5,000 cats in 2013
• 10% of dogs in foster, the rest in shelters
Current Situation 1 10% Reduction ALOS No. of Adoptions Out Total Days Frees up
Dogs in Shelter 30 days 3,600 108,000 10,800 Days Dogs in Foster 60 days 400 24,000 2,400 Days Cats in Shelter 40 days 5,000 200,000 20,000 Days
Total additional animals saved with no additional shelter space, foster
or volunteer resources needed!
444 dogs + 556 cats = 1000/yr IN JUST SANTA CLARA COUNTY COALITION
Presentation for Maddie’s Fund | adoptmeapp.com | Cynthia Typaldos | 650 215-8406 | cynthiatypaldos@gmail.com 14
Introductions
Marginal cost of software
Presentation for Maddie’s Fund | adoptmeapp.com | Cynthia Typaldos | 650 215-8406 | cynthiatypaldos@gmail.com 15
Increased Engagement
Volunteers
shelter
fosterers
Sponsors
Adopters
Amongst shelters
& rescue groups
Presentation for Maddie’s Fund | adoptmeapp.com | Cynthia Typaldos | 650 215-8406 | cynthiatypaldos@gmail.com 16
Adopt Me! – Beta Status
Functional mobile app on Android and
iOS; integration with server, photo
compression, no major bugs
Server backend up and running,
database, integration w/ Twitter
Primary features complete
Database synchronization in
development with IT depts; using
semi-auto mechanism for now
Presentation for Maddie’s Fund | adoptmeapp.com | Cynthia Typaldos | 650 215-8406 | cynthiatypaldos@gmail.com 17
AdoptMeApp Beta Production
Beta test experience has provided guidance in next
stage of development to build production version
List of features needed is now documented in the
following categories:
Server side: e.g. integration with animal database
Mobile app for volunteers: e.g. background posting; UI/UX
Mobile app for consumers: e.g. find a black cat near me
AdoptMeApp website: e.g. store/display animals
Shelter admin: e.g. management of users
Volunteer rewards: e.g. identification of poster
AdoptMeApp admin: e.g. set shelter IDs
AdoptMeApp infrastructure
Other social media: e.g. Instagram, Pinterest, FB, etc.
Presentation for Maddie’s Fund | adoptmeapp.com | Cynthia Typaldos | 650 215-8406 | cynthiatypaldos@gmail.com 18
Technology Discussion
Presentation for Maddie’s Fund | adoptmeapp.com | Cynthia Typaldos | 650 215-8406 | cynthiatypaldos@gmail.com 19
Business Model – new subscription donations
Provide AdoptMeApp 101 free to organizations (integration fee, support fee TBD)
AdoptMeApp 201 – add Pet Sponsorships
New revenue stream for organizations
Use AdoptMeApp to help find pet sponsors
Reaches people who “fall in love” w/ pet - but can’t adopt
Subscriptions, small donations, recurring
Binds sponsors to pets and shelter/rescue groups – thru
ongoing, fun, short, snappy, visual communications
Supported through transaction fees
Presentation for Maddie’s Fund | adoptmeapp.com | Cynthia Typaldos | 650 215-8406 | cynthiatypaldos@gmail.com 20
AdoptMeApp 201 - Sponsorships
Connect AdoptMeApp to subscription
pet sponsorships
For example, sponsor can choose to:
Support Darla the shelter cat, when
she is adopted choose new cat
Support Ellie, Chris’ foster dog,
when she is adopted support his
new foster dog
Support all black cats
Support kitten nursery
Presentation for Maddie’s Fund | adoptmeapp.com | Cynthia Typaldos | 650 215-8406 | cynthiatypaldos@gmail.com 21
Sponsorship Technology & Team
CORE TEAM
Cynthia Typaldos
Frank Spies
Rob Blackwelder
Frederic Ranft
ORIGINAL
CODENAME
DONATIONPAL
Has been fully operational 4 years without failure
Can process micropayments and small donations
creating the possibility for thousands of smaller donors
to join the ranks of sponsorship
Can spread the money algorithmically across multiple
pet/entities
Encourages ongoing sponsorship through monthly
“subscriptions,” in which the donors immediately shift
their sponsorship to another animal once their
beneficiaries are adopted
Can handle all the financial transactions of
sponsorship, relieving shelters of the expense and
responsibility
The core team has already built a live, robust, time-tested
infrastructure for easy, ongoing sponsorship donations.
Presentation for Maddie’s Fund | adoptmeapp.com | Cynthia Typaldos | 650 215-8406 | cynthiatypaldos@gmail.com 22
Project Proposals - AdoptMeApp
1st 6 months
Production version of AdoptMeApp 101
Launch at 4 Santa Clara Valley shelters +
PHS
Additional functionality
2nd 6 months
Marketing of AdoptMeApp to adopters
Monitor LOS changes
Add additional shelters/rescues
Add sponsorship capability
Integration with AdoptMeApp
Integration with Kachingle financial donation
engine
Launch at 4 Santa Clara Valley shelters +
PHS
Presentation for Maddie’s Fund | adoptmeapp.com | Cynthia Typaldos | 650 215-8406 | cynthiatypaldos@gmail.com 23
Why Maddie’s Fund should invest in AdoptMeApp
Reduction in Length of Stay (LOS) - hugely leveraged
Even a 1% reduction save 1000s of lives across all Maddie’s
Fund organizations
Nation-wide, even world-wide applicability
Results can be measured starting months 7-12
Santa Clara Valley Coalition already tracking overall numbers
president ready to roll
Enthusiastic beta sites: HSSV, PHS/SPCA
Software/Apps – marginal costs low once implemented
New sponsorship revenue stream for organizations
Powerful, cohesive, high functioning, proven team
Most worked together 4 years
Already have built complex robust financial service to drive
donations
Built beta AdoptMeApp in a few months as volunteers
Technology, startup leadership
Great partnering skills; passion for animal welfare
Bronco’s Story
Presentation for Maddie’s Fund | adoptmeapp.com | Cynthia Typaldos | 650 215-8406 | cynthiatypaldos@gmail.com 24
More Information | Contact
Cynthia Typaldos, Founder
cynthiatypaldos@gmail.com
408 867-8875 office
650 215-8406 cell
Twitter: @typaldos
Skype: cynthia.typaldos
Ellie
Website: AdoptMeApp.org
Twitter: @PAHomelessDogs
Facebook/PaloAltoHomelessPets
AdoptMeApp download: contact Cynthia
Darla
Presentation for Maddie’s Fund | adoptmeapp.com | Cynthia Typaldos | 650 215-8406 | cynthiatypaldos@gmail.com 25
Thank you!