1. L ♥ ve my guide
Personal guides from your favorite bloggers, experts and tastemakers.
Pitch deck.
investors@lovemyguide.com
Thursday, January 31, 13

2. Love my guide is a simple to use platform,
that let’s influencers turn their favorite
places, knowledge and recommendations
into personal travel and city guides.
L ♥ ve my guide
Thursday, January 31, 13

3. TEAM
Asser Traberg Smidt Casper Seedorff Ferdinand Kjærulff Henrik Zillmer Nicolas Michaelsen
Product Design Sales Operations PR/Marketing
Founder of LaundryRunners, Founder of Downtown, Founder of ILP and Head of product Heads TheTops in Scandinavia
and Huubla. MeYou and BloggersDelight. LoveMyHome and Love My management at Rocket and renowned DJ.
Guide. Internet, South East Asia.
Working with concepts to Key part of conceptualizing Is considered a key
bridge the gap between and scaling consumer Grew a startup from 3 to 25 Scaling Groupon, eDarling, influencers himself!
online to offline the last 4 startups to + 100M DKK employees, handling Zalando, Dafiti, Lazada, dk.linkedin.com/pub/nicolas-branas-
years. revenue and + 100 organization structure and all Zalora and Home24 to michaelsen/16/9a2/720
dk.linkedin.com/in/asssmidt employees. sales activities, including billions in SEA.
dk.linkedin.com/in/casperseedorff large clients such as Bolia, id.linkedin.com/in/zillmer
Junckers and Steelcase.
dk.linkedin.com/pub/ferdinand-kjærulff/
2/a46/575
L ♥ ve my guide
Thursday, January 31, 13

4. PROBLEM
Traditional guides - a €200 market -
are unpersonal, boring, generic
and outdated.
L ♥ ve my guide
Thursday, January 31, 13

5. SOLUTION
Everyone is unique. They want updated
insides on places suited their interests and
tastes. Following in the footsteps of their
favorite bloggers, experts and
tastemakers, let’s them do exactly that.
L ♥ ve my guide
Thursday, January 31, 13

6. PLATFORM
One - cross device - platform
- Discover new or favorite influencers.
- Buy their personal guides (online/offline use).
- Follow to get updated content.
- Stores can buy in-store customer engagements and
product endorsements by influencer.
- Users earn virtual points for guides completed, and
in-store engagements and purchases.
- With virtual points users shop in a curated marketplace
with recommendations from their favorite influencers.
L ♥ ve my guide
Thursday, January 31, 13

7. GUIDE EXAMPLE 👤
Fashion blogger updates
the content, or creates
another guide about
Sunday hangouts.
💻
Publishes guide to
 Love my guide.
User visits the
⬊
recommended places
and loves it. 👤
Fashion blogger
creates a guide
about their favorite
shopping boutiques.
💵
Blogger can choose to use the earned
revenue on products at favorable prices
available in the LMG webshop or get cash. 
Promotes guide on blog
& social media.
📱
Users use the
Love my guide app. 👥
Users discover guide
L ♥ ve my guide and buys or follows.
Thursday, January 31, 13

8. PROMOTED STOPS EXAMPLE
🏪
Stores bid to be in guide.
Product endorsements.
In-store engagements.
💻
Publishes guide to
Love my guide.
⬊
👤
Fashion blogger
creates a guide
about their favorite
shopping boutiques.

User visits the promoted
stops and earns virtual 
points. Promotes guide on blog
& social media.
👥
Users discover guide
L ♥ ve my guide and buys or follows.
Thursday, January 31, 13

9. VIRTUAL POINTS &
CURATED MARKETPLACE EXAMPLE
💻
Users can buy based - using
virtual credits - based on
curated recommendations.
⬊
 👤
User visits the promoted They get curated recommendation
stops and earns virtual from favorite influencers, based on
points they can use in the what they have brought
LMG webshop.. themselves in the webshop.
L ♥ ve my guide
Thursday, January 31, 13

10. LINKED CREDIT CARD EXAMPLE
⬊
🏪
Stores offer special
discounts and exclusive
offers on the guide.

Users links their creditcard
to their LMG account.
💳
Users makes a in-store transaction
with the linked creditcard
and automatically gets a kickback.
L ♥ ve my guide
Thursday, January 31, 13

11. CUSTOMER ACQ.
Top down approach USPs for content providers
- 5 key influential bloggers with many followers. - An additional promotion tool.
- Different verticals. - Revenue share from the guides created.
- Top 10 mayor european cities.
USPs for end-users Customer acq. (end-users)
- A personal guide from the influencers they follow. - PR/marketing/SEO/SEM.
- Continuously updated with the latest insides. - Influencers promote and push guides to their followers.
- Low cost.
L ♥ ve my guide
Thursday, January 31, 13

12. BUSINESS MODEL
BUY FOLLOW INFLUENCER REV. SHARE
Targeted travelers Targeted locals
€1,5 €3 / month 50/50
- 1 personal guide. - All personal guides. With content provider on
- No content updates. - Continuously updated with new content. revenue generated from guide.
Economic estimates based on guide sales only
Micro Macro
€10 / year / user 11K users (1 year)
Based on, 20% follow for a year, Based on, 75 influencers, each with
20% follow for 1/2 and 60% buy an average of 15K followers, and
one guide a year. 1% engages with their guides.
L ♥ ve my guide
Thursday, January 31, 13

13. ADDITIONAL REVENUE SOURCES
In-store actions In-store purchases
€ Per action, N/A € Kickback, N/A
Retail stores can entice a influencer to add End-users can store their creditcard on their
their store to their guide. Furthermore to LMG account. Can be used to get discounts
endorse products and and exclusive offers.
certain user actions inside the store.
Curated marketplace Promotions/deals nearby
€ Affiliate, N/A € Kickback, N/A
End-users can earn virtual points Stores nearby can send promotions/
which can be spend in LMG affiliate deals to end-users on a guide.
webshop or participating stores. Users
can shop and get curated
recommendations from their favorite
influencers.
L ♥ ve my guide
Thursday, January 31, 13

14. COMPETITION
Traditional guides Location based apps
Love my guide
Lonely planet Foursquare, Everplaces
Personal guides ♥ ♥ ♥ ♥ ♥
Content provider incentive ♥ ♥ ♥ ♥ ♥
Loyalty to content provider ♥ ♥ ♥ ♥ ♥ ♥
Influencers impact on users ♥ ♥ ♥ ♥ ♥ ♥
Sustainable business model ♥ ♥ ♥ ♥ ♥
L ♥ ve my guide
Thursday, January 31, 13

15. EXECUTION ROADMAP
Launch scandinavia Launch western EU Launch rest of EU
Product/Design - New design. - Backend for in-store - Virtual point system.
- Core guide features. actions and product - Curated marketplace/
endorsements. webshop (and affiliate).
- Advanced guide
features.
Sales Stores for in-store - Stores for nearby cross- - Stores for nearby cross-
actions and product selling promotions/deals. selling promotions/deals.
endorsements. - Stores for in-store - Stores for in-store
purchases (discounts/ purchases (discounts/
exclusives) exclusives)
PR/Marketing - 3-4 cities. - 8-10 cities. - 10-15 cities.
- 10-20 influencers. - 30-50 influencers. - 50-75 influencers.
Operations Affiliate deal for - Deals with companies - Deals with companies to
webshop. to help track credit card help track credit card
transactions (in-store transactions (in-store
purchases). purchases).
- Stores mangagement. - Stores mangagement.
Cumulative gross burn €20K €65K €140K
Q1 2013 Q2 2013 Q3 2013
L ♥ ve my guide
Thursday, January 31, 13