Der Hund an der digitalen Leine oder: Wie Sie aus ihrem Wissen neue Produkte und Services entwickeln. In Kooperation mit tractive.

1. PET WEARABLES
Big Pet Data
Der Hund an der digitalen Leine
FutureDecoded, April 21st 2016
Michael Hurnaus, CEO Tractive
#fdAustria

2. Confidential 2
Pets are our
passion
Tractive builds apps, pet
wearbales and a social media
platform to create an ecosystem for
pet owners and pet lovers.

3. 3Confidential
tractive
products

4. 4Confidential
Tractive GPS 2
• <30g (1oz)
• Works in over 80
countries
• Multiple GSM networks
per country
• Waterproof
• Real-time tracking
• Virtual fence
• Clip loss detection
• Heat Alarm
facts

5. 5Confidential
tractive Motion
facts
• Fitness Tracker for pets
• Only 6g (0.2oz)
• Waterproof
• Wireless syncing (BTLE)
• Multiple sensors (motion,
movement, ambient
temperature and light,…)
• Additional clips
(multiple colors)
• Leaderboards (worldwide,
friends)

6. 6Confidential
tractive accessories

7. Confidential 7
target audience
Pet owners who use
smartphones

8. 8Confidential
tractive
market

9. 9Confidential
tractive market
a typical dog
owner spends
$ 1,500 dollars
per dog per
year

10. 10Confidential
tractive market
the pet accessory
market has
grown
5% YOY for the
last 10 years

11. 11Confidential
tractive
apps

12. 12Confidential
Tractive apps for iOS & Android

13. 13Confidential
Tractive PHOTOS

14. 14Confidential
Tractive PHOTOS

15. 15Confidential
Tractive Petnames (petnames, catnames & dognames)

16. 16Confidential
Tractive PetBlabla

17. 17Confidential
Tractive Pet Battle

18. 18Confidential
Tractive Dog Walk

19. 19Confidential
Tractive Revenue Channels
RETAIL online/offline
hardware gadgets
accessories
MOBILE APPS
free & pro versions
in-app purchases
in-app ads
RECURRING REVENUE
subscription model
for some hardware products

20. 20Confidential
tractive cross-selling
MOBILE
users
HARDWARE
customers
SOCIAL PLATFORM
users

21. 21Confidential
big pet
data

22. 22Confidential
The retail
communication gap
(connection to the customer is lost after they
leave the retail store)

23. 23Confidential
Retailers know what
their customers buy,
Tractive knows what
they should buy!

24. 24Confidential
What Tractive knows
about pets & their
owners:
name, age, birthday, breed, type of pet, number of pets, pet
health data, pet activity data, photos, arrival of new pets, loss
of pets, location, allergies, vaccinations, size, weight…
owner name & email, language, location, gender…

25. 25Confidential
How Tractive addresses
potential customers
• targeted trigger emails
• push notifications directly on the users cell phone
• personalized in-app messages
• targeted social network campaigns
• non-branded Facebook Pages

26. 26Confidential
Re-target Visitors
• Address app-users with social media campaigns
• Direct them to the Tractive website
• Re-target visitors based on behavior
• Measure Conversions
• Track user journey

27. 27Confidential
Marketing (for growth)
• Bing Ads, Google Ads, Twitter, Pinterest, ...
• Affiliates
• Influencer Marketing
• Blog
• Cross-Selling / Cross-Marketing Apps
• Know your CAC and CLV
• Almost NO offline marketing

28. 28Confidential
Summary
• Marketing is more than Banners and paid Ads
• Levarage the power of apps
• Fill your funnel with app users
• Build an addressable customer base
• Cross-Sell free apps (it is inexpensive!)
• Data is king
• The obvious business model might not be visible
immediately

29. PETS ARE OUR PASSION
Contact Information
Tractive GmbH
Randlstraße 18a
4061 Pasching
Austria
Office[at]tractive.com
www.tractive.com
Q&A