The Presentation Deck of WAY.DO the Contextual Orientation Platform

1. WAY.DO
Contextual Orientation Platform
Capponi Francesco
Laffi Francesco
Huynh Hoang Chau

2. WAY.DO 2
This is George

3. WAY.DO 3
Developers and their Apps
Brands
Marketing Research Companies
There are a lot of people interested
in how George thinks and behaves

4. WAY.DO 4
“ I don’t like to share my personal life…
it wouldn’t be personal if I shared it. ” ~ George
Imagine a world where George doesn’t necessary have to give
access to his personal data each time to every single “silly”
software, web or mobile, or research.
And yet, You still have the information you need.

5. WAY.DO 5
Introducing an innovative application platform for
‣ Business developers and researcher who want to enhance their
capability of delivering a better strategy to be more successful
on the market
‣ Software developers who want to create a brand new breed of
“context aware enabled” applications, smarter and more
useful for everyday life
‣ Ordinary users who need to regain control about their personal
lifestyle information and (maybe) improve their habits

6. WAY .DO
CONTEXTUAL ORIENTATION ENGINE
Privacy, like eating and breathing,
“ is one of life's basic requirements.” ~ Katherine Neville

7. WAY.DO 7
”
“
WAY .DO
CONTEXTUAL ORIENTATION ENGINE
§ QUICK AND EASY
WAY.DO is a API service layer that can
be seamlessly integrated with your
existing application using both a
native SDK and a REST API.
§ AUTOMAGICAL
What if, even knowing nearly zero info
about the user, WAY.DO can provide
an accurate estimate about “what
kind of behavior” he has?
§ SECURE AND DISCRETE
Users’ private information are never
exchanged between the host and
the application itself: WAY.DO takes
care of the “contextual” data by
using an anonymous fingerprint based
transmission
WAY.DO is a contextual orientation
p l a t f o r m t h a t enables t h e
capability of building contextual
awareness reasoning at a very
little implementation cost for any
kind of third party application.
WITHOUT THE EXCHANGE OF
ANY USER PRIVATE OR SENSITIVE DATA
When an application asks, WAY.DO will answers
Yes Sir, the User is a sporty type, He is a very busy
person and he sleeps only 5 hour per day.
Since you are asking me at 7am and today is
monday, he is probably done running in his
fitness context and in 20min he probably will be in
a work context.

8. WAY.DO 8
PLATFORM INNOVATIVENESS
3 2 1
§ “PERSONAS” BASED ANALYSIS AND PREDICTION
We don’t base our analysis around the particularity of single users, we try to
work on their “personas” instead, so that different behaviors can be
approximated with a single persona. This allow us to discover and make
available to our costumers a different type of categorization, using traits and
aspects instead of properties. See the “Sinus Milieus” segmentation.
§ CONTEXT ASSUMPTION
Combining personas data with a defined baseline of local rules, we are able
to assume the current user context, within a known degree of uncertainty:
the more the context is defined the less the assumption is precise.
§ CONTEXT PREDICTION
When we will obtain enough (a lot of) data on behaviors, contexts and
personas we will be more precise about the current context assumptions but
we will also be able to predict what are the next context(s) users are more
likely to move into, starting from the current one.

9. WAY.DO 9
THE WAY.DO PLATFORM
WAY.DO ENGINE
It’s the platform engine which provide the main core functionalities.
It provides the necessary infrastructure for contextual predictions.
SMOKE SCREEN
It’s the service layer that enables applications on your mobile or
desktop to tap into the power of the WAY.DO engine. It also provides
a front-end interface to allow the User to manage his private
personal informations.
LIFE STYLE
It’s a killer application built to demonstrate the power of the WAY.DO
engine and to start collecting behavioral data for improving the
precision and the quality of predictions.

10. SMOKE SCREEN
reclaim your privacy
“ When it comes to privacy and accountability,
people always demand the former for and the latter for everyone themselves” else.
~ David Brin

11. SMOKE SCREEN 11
SMOKE SCREEN
reclaim your privacy
§ AWARENESS, YOU HAVE FULL CONTROL
User can willingly compile the creation
of a “Persona”, a behavioral profile
which can be requested any time by
third party applications which want to
know “what type of user are you”.
§ SECURITY, BEYOND THE SMOKE SCREEN
Personas can be c reated and
completed also using automatically
collected data retrieved by the
framework. Third party apps will never
gain access to your personal data but
only to your Persona and the Context
Prediction! We guarantee this!
§ CONTEXT PREDICTION
The WAY.DO platform provides a set of
Context Predictions tailored around your
Persona, along with their probability.
SMOKESCREEN
WAY.DO ENGINE
what applications see
Context
Assumption
and Prediction
Persona
User willingly
input data
eventually other data
automatically collected
privacy zone
Language
Timezone
Mobile Sensors
GPS
Wifi
…
I am a morning runner
I am a workaholic
I don’t drive
…
Totally anonymous data
60% you are at work
20% you are at home
20% you are commuting

12. SMOKE SCREEN 12
HOW CAN WE LEVERAGE PERSONAS?
§ PERSONAS AS BEHAVIOR
Persona are fingerprints of a specify sets
of behaviors: imagine them as a DNA
which says if you are an active or a lazy
person, if you are a workaholic or not.
You can specify your own DNA, but the
platform can improve and complete
your Persona with inferred suggestions.
§ ZERO KNOWLEDGE PREDICTION
Since Personas indicates a behavioral
pattern, a Persona can be matched
against different “real person”. It means
that even if you don’t want to disclose
any kind of personal data, if we can
assign you a proper default Persona, we
can create assumption and prediction.

13. LIFE STYLE
EVERY DAY IS IMPORTANT
If you want things to change, you must change.
“ If you want things to get better, you must get better.” ~ Ted Atoka

14. LIFE STYLE 14
LIFE STYLE
EVERY DAY IS IMPORTANT
§ KNOW AND EVALUATE
Know yourself by building your
anonymous Persona, with your
features and achievement and infuse
it with your daily routine and activities
for a rating evaluation
§ COMPARE
Compare your Persona with any other
persona around the world: How
healthier is the lifestyle evaluation of a
persona who has your job and
income but lives 3000 miles from you?
§ IMPROVE
Be a “financial trader” of your life style
by copying successful styles and
apply them to yours. Improve yourself
by learning from the happiest.
HOW CAN WE BUILD THE
PLATFORM KNOWLEDGE?
LifeStyle is a social network which serve as
1. Integration reference
The best way to show off the potential of the
WAY.DO platform is with a killer application
2. Data collector
Users just need to create
§ a Persona
§ a Daily Routine

15. LIFE STYLE 15
HOW CAN WE BUILD THE
PLATFORM KNOWLEDGE?
copy § Every personas created
improve
compare
and every daily routine
created on the system,
will help us improve the
WAY.DO platform
§ We wi l l be able to
suggest more “More
Successfully”, “Happier”
or even “Healthier”
lifestyles
§ We are open to endless
possibilities
WAY.DO ENGINE

16. WAY.DO 16
SIMPLE EXAMPLE SCENARIOS
§ MUSIC / MEDIA
We have our taste and moods, however they may change
throughout the day: think about our morning daily workout or during
the working time in the office. A WAY.DO powered application will
know about the behavior we may have and will serve us playlists and
songs accordingly to the context.
§ INSTANT MESSAGING
A WAY.DO powered Instant Messaging app will show you the right set
of favorite contacts depending on the context you are, at home, at
work, at ease. It may also suggest you when to place important calls,
by leveraging the contextual prediction capabilities of the platform.
§ A LOT MORE…
TO DO Lists, Organizers, Note takers, Social Networks, Map
Navigators, City Guides… Entertainment, Advertising,
Suggestion Systems, Healthcare, Wellness, Insurance and many
more environments can be improved effortlessly!

17. WAY.DO 17
COMPETITORS (BIG DATA PLAYERS)
+
semantics
main treats quadrant
contextual
linguistics, meaning, social monitoring
location based
awareness
user control
GPS / WiFi / 3G, iBeacon
environmental and scenarios intelligence
We are here. More than big data
We want to bet on “local” data,
specifics and reasonable reliable
even on small numbers.
We are different because we try to
build awareness and shift control
back to users.
We work on aspirational side more
than reality one.
Unexpected treats

18. WAY.DO 18
MARKET - AN EXAMPLE
by 2016 we estimated Mobile Commerce will balloon to over 30 billion dollars,
but in 2013 it was alone 42.13 billion dollars
Current number of IOS apps in the Apple App Store 1,144,451
Current number of Android apps in the Google Play Store 1,218,312
More than 780 mln people will be mobile only users, not owning laptop or desktop computers
who are “anomalies”, the new standard
who are -­ not -­ categorized (yet)

19. WAY.DO 19
TARGETS
§ BUSINESS DEVELOPERS
Marketing
Strategists
Analysts
§ APPLICATION DEVELOPERS
Independent Developers
App Agencies
Companies
§ USERS
Indirect Targets
We want to create prospective value to
roles that are already accustomed to the
benefits of business intelligence on big
data. We want to provide tools. We want to
be complementary to existent players, we
don’t need to compete.
Our solution is faster and easier to
implement than any other homemade
solution. We aim for a fast and wide
spread adoption to be able to establish a
differentiation from the technologies
already on the market.
We don’t need to convince users to buy
us, we need to educate them into the
culture of privacy awareness, we want
them to search for products that are
powered by our technologies.
We want to create value by provide
services with a clear ethical direction.

20. WAY.DO 20
BUSINESS - REVENUE MODEL
BASIC PREMIUM AGENCY
Market Segmentation Report
Specific Personas Report
Behavioral Trends Report
One Time Direct Consulting
No Support
Market Segmentation Report
Specific Personas Report
Behavioral Trends Report
Access to Raw Live Reports
Limited Data Queries
Direct Consulting
Support
Technical Support via
Ticketing System
Direct access to Platform Tools
for enterprise data storage
and Internal Use
Unlimited Data Queries
Technical Support via direct
consulting
per report Monthly and Annual Subscription Annual Subscription

21. WAY.DO 21
DEVELOPERS - REVENUE MODEL
BASIC FREE ADVANCED PREDICTION
Unlimited Personas Requests
Unlimited Context Requests
Only Basic Context Taxonomy
No Reliability Metadata
No Support
Mandatory feedback reporting
after a context response
Unlimited Personas Requests
Unlimited Context Requests
Advanced Context Taxonomy
Full reliability Metadata
Technical Support via
Ticketing System
Voluntary Feedback reporting
Unlimited Personas Requests
Unlimited Context Requests
Access to Context Prediction
Advanced Context Taxonomy
Full reliability Metadata
Technical Support via direct
consulting
Voluntary Feedback reporting
Free to use Monthly and Annual Subscription Annual Subscription

22. WAY.DO 22
USER - REVENUE MODEL
SMOKESCREEN LIFESTYLE LIFESTYLE PLUS
Unlimited Persona features
Unlimited changes
No usage limitation
Free Persona creation
Unlimited Enquiries
Unlimited Comparisons
Integration with other services
Free Persona creation
Unlimited Enquiries
Unlimited Comparisons
Integration with other services
Day to Day Activity Log
Detailed statistics
Free to use Free to use
Granted with
Achievement awards
Monthly subscription

23. WAY.DO 23
ROADMAP
SEP 2014
Company Foundation
NOV 2014
MAR 2015
APR 2015
Staff Enlargement
Company Logistics
Business Development
Mobile Framework for Data Analysis Internal Alpha
SmokeScreen Public Beta
Mobile Framework Public Beta
University Partnership
SmokeScreen Launch
Marketing Development + Partnerships
Start Data Monitoring
JUN 2015 LifeStyle Public Beta
Public API Beta
SEP 2015 LifeStyle Launch
JAN 2016 WAY.DO Public Beta
Data Analysis
Semantic Architecture and Staff
Public API Launch
Patent Registration if applicable
Scaling up to a Big Data Architecture
ETA 2016 WAY.DO PREDICTIONS Public Beta
5k
10k
10k
25k grant limit

24. WAY.DO - INVESTMENT REQUIREMENTS - 3YRS 24
01 jan ’14 - 31 dec ‘14 01 jan ’15 - 31 dec ‘15 01 jan ’16 - 31 dec ‘16 01 jan ’17 - 31 dec ‘17
Direct Labour Cost (developers) -€ 9.000 -€ 77.000 -€ 90.000 -€ 90.000
SG&A € 0 -€ 14.167 -€ 39.000 -€ 51.500
Cash Flow from operations -€ 9.000 -€ 91.167 -€ 129.000 -€ 141.500
Investment in Fixed Assets € 0 € 0 -€ 10.000 € 0
Investment in intangible Assets(-) € 0 -€ 2.000 € 0 € 0
Cash Flow from investments € 0 -€ 2.000 -€ 10.000 € 0
Cost of finance € 0 € 0 € 0 € 0
Net Cash Flow -€ 9.000 -€ 93.167 -€ 139.000 -€ 141.500
Monthly Burn Rate -€ 1.286 -€ 7.764 -€ 11.583 -€ 11.792
Cost of the period € 0 -€ 8.892 -€ 48.433 -€ 81.602
Break Even 860

25. WAY.DO - INVESTMENT REQUIREMENTS - 3YRS 25
Details of SG&A costs 31 dec ‘14 31 dec ‘15 31 dec ‘16 31 dec ‘17
Admin Costs € 0 € 0 -€ 17.500 -€ 30.000
Marketing and Promotion € 0 -€ 2.917 -€ 5.000 -€ 5.000
Annual fees for Server € 0 -€ 5.417 -€ 6.500 -€ 6.500
Consultant service € 0 -€ 2.917 -€ 5.000 -€ 5.000
Other costs € 0 -€ 2.917 -€ 5.000 -€ 5.000
SG&A € 0 -€ 14.167 -€ 39.000 -€ 51.500

26. WAY.DO 26
WHAT ARE WE LOOKING FOR
§ FINANCIAL / BUSINESS PARTNERS
seed investments
business development
promotion
marketing researcher and data feeders
§ UNIVERSITY / RESEARCH PARTNERS
platform development
semantic and graph algorithm optimizations
§ TECHNICAL PARTNERS
patents and protection
application developers (B2B and B2C)
opinion leadership

27. WAY.DO 27
TEAM AND ADVISORS
Capponi Francesco Laffi Francesco Huynh Hoang Strollo Federico
FOUNDER FOUNDER FOUNDER FINANCIAL ADVISOR
capponi.francesco@gmail.com francesco.laffi@gmail.com hoangchau.huynh@gmail.com
Student Freelance Developer Freelance UX Strategist
Business Development
Front-End Development
System Administration
Back-End Development
Product Management
UX and UI Design
Whatever it takes Whatever it takes Whatever it takes