Public Deck for Serendip Media

1. Sagee Ben-Zedeff, Co-founder & CEO | sagee@serendip.me | serendip.me/sageeb
Asaf Atzmon, Co-founder & CTO | asaf@serendip.me | serendip.me/brad

2. “WITH A LITTLE HELP FROM MY FRIENDS…” (Joe Cocker)
Sagee Ben-Zedeff, Founder & CEO
15 years in tech, leading product development from cradle to launch
and beyond
Innovator and intra/entreprenuer
Formerly Director of Product & Marketing, Video Solutions at
RADVISION (acquired by Avaya), Head of Product & Algorithm
Research at Meicom Technologies (acquired by DSPG).
Retired music critic and editor.
Asaf Atzmon, Founder & CTO
More than 15 years of experience leading research & development in
leading consumer focused companies.
Formerly Senior Director of New Products & Innovation at BigBand
Networks (acquired by Arris), Product Marketing Manager at NDS
(acquired by Cisco), VP R&D and later CTO at Orca Interactive
(acquired by France Telecom).
Coding since 2nd grade.
Friends since the age of 6.

3. Serendip:
SOCIAL MUSIC
RECOMMENDATIONS, CURATED BY

4. “I WATCH THE RIPPLES CHANGE THEIR SIZE, BUT NEVER LEAVE THE STREAM…” (David Bowie)

5. “Spotify is great when I know what I want to listen to,
but not so great when I don't"
- Daniel Ek, Founder & CEO, Spotify

6. “Pandora is really to blame for the modern misuse of the word ‘discovery’.”
Tayer Gray, FastCompany

7. “Facebook failed to leverage users and get people using the platform as a way of
actively talking about music”
Nick Summers, TheNextWeb

8. August 2012
“THE WORDS OF THE PROPHETS ARE WRITTEN ON THE SUBWAY WALLS…” (Simon and Garfunkel)
More teens now listen to music
via YouYube than any other source
48% see radio as the dominant
way to discover new music
54% more likely to purchase music
based on friends recommendations

9. “I REMEMBER WHEN ROCK WAS YOUNG…” (Elton John)

10. “AND EVERYTHING I HAD TO KNOW I HEARD IT ON MY RADIO…” (Queen)
Organize music information and make it
universally accessible, useful and enjoyable

11. YOUR PERSONAL SOCIAL MUSIC COMMUNITY, POWERED BY YOUR MUSIC SOUL MATES

12. “SHOW ME, SHOW ME, SHOW ME HOW YOU DO THAT TRICK…” (The Cure)

13. “FRIENDS”
“SHOW ME, SHOW ME, SHOW ME HOW YOU DO THAT TRICK…” (The Cure)

14. MUSIC FRIENDS
“SHOW ME, SHOW ME, SHOW ME HOW YOU DO THAT TRICK…” (The Cure)

15. “SHOW ME, SHOW ME, SHOW ME HOW YOU DO THAT TRICK…” (The Cure)
MUSIC INTEREST
BASED MATCHES

16. “SHOW ME, SHOW ME, SHOW ME HOW YOU DO THAT TRICK…” (The Cure)
MUSIC SOUL MATES

17. “SHOW ME, SHOW ME, SHOW ME HOW YOU DO THAT TRICK…” (The Cure)
POSTS
>500M
GATHER AND STRUCTURE

18. “SHOW ME, SHOW ME, SHOW ME HOW YOU DO THAT TRICK…” (The Cure)
POSTS
>500M
GATHER AND STRUCTURE
ENRICH
TRACKS
>50M
Title
Album
Year
Genre
Cover art

19. “SHOW ME, SHOW ME, SHOW ME HOW YOU DO THAT TRICK…” (The Cure)
POSTS
>500M
GATHER AND STRUCTURE
ENRICH
TRACKS
>50M
Title
Album
Year
Genre
Cover art
DJs
>15M
Demographics
Location
Languages
Top Artists
Top Genres
Black List
PROFILE

20. Algorithm-Made Playlists
(e.g Pandora)
Human-Algorithm Hybrid
“can curate far more effectively than
the individual human or algorithmic parts”
“AND EVERYTHING I HAD TO KNOW I HEARD IT ON MY RADIO…” (Queen)
Human Curated Playlists
(e.g. Songza)

21. Social Filtering
Applying algorithms to automatically identify social sources with high curation
potential and discovery methods to match users with semantically high value
(“music soul mates”)
Human-Algorithm Hybrid
“can curate far more effectively than
the individual human or algorithmic parts”
“AND EVERYTHING I HAD TO KNOW I HEARD IT ON MY RADIO…” (Queen)
US Patent 13556232 (Pending): SYSTEM FOR SOCIAL-BASED FILTERING AND
CONTRIBUTED PLAYLIST GENERATION

22. COMMUNITY
“WHEREVER I LAY MY HAT THAT’S MY HOME…” (Marvin Gaye)

23. “SAY SAY SAY…” (Paul McCarthney)
“When it comes to music discovery, technology and the Internet opened a lot of
possibilities. Yet, and this is what Serendip is all about, music curation by your friends
or knowledgeable people are frequently much more valuable than what you could get
from an automated service.”
“Even though it's new, Serendip still manages to stuff your playlist with songs you'll like.
As you use it, your own DJ page will grow and you'll connect with more people.”
“The great thing about Serendip is it doesn’t take much time to get set up at all. Just
sign up via Twitter and Facebook, follow some friends, tell Serendip about some of the
music you like and you’ve already got a ready-made playlist waiting for you.”
TechCrunch, August 2012
LifeHacker, September 2012
Social Times, September 2012

24. “Spotify has teamed up with Facebook, but it’s failed to leverage
those users and get people using the platform as a way of actively
talking about music. New services such as Serendip however, have
created far more buzz and social interaction for a fraction of the
price.”
TheNextWeb, September 2012
“SAY SAY SAY…” (Paul McCarthney)
Music should be social
“We all love to share music with one another.
My Facebook and Twitter feed is dotted with
tracks, both and new old, from my friends
explaining why it’s this year’s summer anthem,
their favorite music video or track to listen to”

25. “SAY SAY SAY…” (Paul McCarthney)
"The Serendip mobile app offers a beautiful interface, and worked like a charm… And it
did what it proclaimed to do – it played tracks continuously, and knew what I liked"
"Streaming music startup Serendip is bringing its lean back, serendipitous music discovery
service to mobile with the debut of the Serendip iOS application"
“The fact that you can take this mobile experience with you everywhere makes it very
appealing"
BetaKit, January 2013
TheNextWeb, January 2013
TechCrunch, January 2013

26. COMMUNITY
“WHEREVER I LAY MY HAT THAT’S MY HOME…” (Marvin Gaye)

27. COMMUNITY
“WHEREVER I LAY MY HAT THAT’S MY HOME…” (Marvin Gaye)

28. Fully-fledged API Layer
Registrations /
Personalized Playlists
/ Actions /
Recommendations
“YOU GOT TO SERVE SOMEBODY…” (Bob Dylan)
Authenticated
Endpoints
Non-Authenticated
Endpoints
Charts / Stats /
Public Profiles/
Social Context /
Recommendations
Telcos Middle-
wares
Music
Services
Business
Intelligence
Music
Billboards

29. COMMUNITY
“WHEREVER I LAY MY HAT THAT’S MY HOME…” (Marvin Gaye)

30. “AND WHAT HAVE YOU GOT AT THE END OF THE DAY?…” (Dire Straits)
Monetization Engines
Freemium Service
ad-based / ad-free with premium features
Affiliate Merchandizing
purchase of songs, tickets, merchandize
Licensing Fees
from 3rd party services and channels

31. “EVERYTHING IS POSSIBLE WHEN YOU’RE SOWING THE SEEDS OF LOVE…” (Tears For Fears)
• Founded: Jan ’11
• Team: 4 (incl. founders)
• Funding:
• $400K seed round July ‘11 @ $1M valuation
• angel investors: Gigi Levy, Jeff Pulver, Pulver MAF, Yossi Gofman
• built MVP, released private alpha (web), reached +5000 users
• $450K seed round June ‘12 @ $2M valuation
• angel investors: Tron CP, Gigi Levy, Pulver MAF, Yossi Gofman
• launched web service, built initial user base, developed business channels,
launched iOS app
• Milestones:
• Tracking more than 15M DJs, 500M posts, 50M music titles
• More than 35000 subscribed users, 15000 MAU/10000 WAU/3500 DAU
• +10 visits a month, +95 minutes per visit -> +15 monthly listening hours
per user on average

32. David Weinberg, Entrepreneur , Consultant and Mentor
Digital Strategy consultant at Beats Electronics, VEVO, Disney Interactive, theAudience.com, MOG and
Maker Studios. Mentors music, gaming, ticketing and social media start-ups. Formerly Senior VP Business
Affairs at Universal Music Group.
Gigi Levy, Angel investor
Formerly CEO of 888 Holdings, Division President, Europe, Central and Latin America at Amdocs, CEO at
Giltek. Invested in various start-up technology companies in the fields of Gaming, Internet, Software and
Telecom.
Yossi Acrich, Customer Development & Marketing Expert
Formerly Co-founder, VP Customer Development at iCurrent (acquired by The Washington Post), VP Product
at LocalTop, Orsus. Internet Marketing and User Growth consultant.
Advisors
“EVERYTHING IS POSSIBLE WHEN YOU’RE SOWING THE SEEDS OF LOVE…” (Tears For Fears)
Sagee Ben-Zedeff, Founder & CEO
15 years in tech, leading product development from cradle to launch and beyond
Innovator and intra/entreprenuer
Formerly Director of Product & Marketing, Video Solutions at RADVISION (acquired by Avaya), Head of
Product & Algorithm Research at Meicom Technologies (acquired by DSPG).
Retired music critic and editor.
Asaf Atzmon, Founder & CTO
More than 15 years of experience leading research & development in leading consumer focused
companies.
Formerly Senior Director of New Products & Innovation at BigBand Networks (acquired by Arris), Product
Marketing Manager at NDS (acquired by Cisco), VP R&D and later CTO at Orca Interactive (acquired by
France Telecom).
Coding since 2nd grade.

33. “THANK YOU FOR HEARING ME…” (Sinead O’Connor)