redbeacon launch announcement - march 2010

Redbeacon Launch EventMarch 10, 2010

Connecting consumers with the best service providers to meet their needs

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Agenda

Update on Redbeacon: The Past 6 Months- Brief Overview of Redbeacon

- Some Early Learnings

- Recently Launched Features

What We’re Announcing Today: Redbeacon Goes Social- Friendly Advice

- Organization Endorsements

Partnership Announcement

Q&A

A Brief History of Redbeacon

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Nov 08 Sep 09 Oct 09 Dec 09 Mar 10

Redbeacon Founded

Enabled service requests in SF

1,000 service providers enrolled

Enabled service requests throughout

Bay Area

Redbeacon Social Launch

First Partner Integration

Product development

Mile

sto

ne

Ph

ase

Launch Register service providers

Learn and iterate Scale

Service providersCustomers

1 Customer submits a job request

Selected service providers are invited to quote

3Customer reviews quotes and selects a service provider

4The job is scheduled5

Matching engine finds best service providers

2

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How Redbeacon Works

What Distinguishes Redbeacon

Sophisticated matching engine* alerts professionals best suited for job (No search results, no public job posts)

Consumers see actual price quotes for their jobs

Detailed profiles help consumers decide who to pick

Appointments can be scheduled online

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* Patent pending

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First Lesson Learned

1. There is no chicken and egg problem Signing up service providers is easy.

Jobs receiving price quotes

Matches per Job Quotes per Job

Top 20 verticals

Quote First / Register Later

Problem: •Service providers don’t immediately see value in Redbeacon•Redbeacon doesn’t have enough providers for some requests

Solution: • Create system to email prospects with “carrot” of real job to

quote on

Quote first page

Redesign Job Pages

Problem: • Providers not seeing where to quote and putting quotes in

Q&ASolution:

• Redesigned the Provider Job page to highlight quote box

Old Provider Quote Page

Redesigned Provider Quote Page

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Second Lesson Learned

2. Consumers and service providers need to communicateBefore, during, and after the job.

Private Conversations

Consumer View Private Conversation

Problem: • Consumers want to communicate with service providers to

ask questions about the quote and bargain

Solution: • Enable private communication between consumer and

providers who quoted

Provider View Private Conversation

Adding Information to Existing Requests

Problem: •Consumer want to add information and add images to their request after they have submitted it

Solution: •Enable consumers to add information to the description and upload images after job is submitted

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Third Lesson Learned

3. Consumers need lots of information to make a decisionPrice, availability, descriptions, and ratings are not enough.

Improved Ratings and Reviews

Problem: • Consumers need more information about providers before

selectingSolution:

• Added Yelp, Google and Yahoo ratings to help with selection

Ratings from Yelp, Google and Yahoo

Promote Profile Completion

Complete profile reminder on homepage

Problem: • Service providers not completing entire profile

Solution: • Engage service providers at the right times to get them to

enhance their profiles

Enhance profile after quoting

Improve description after quoting

What We’re Announcing

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New Feature: Friendly Advice

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Crowdsourcing recommendations and sharing

- In the real world, people ask their friends for recommendations on local services

- We enable this on Redbeacon by allowing your Facebook friends to vote and comment on service provider options

- Your friends can also recommend additional service providers for the job

- Successful experiences are posted to Facebook to increase virality

Screencast of Friendly Advice

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Friendly Advice

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1. Redbeacon posts to consumer’s Facebook Wall

Friendly Advice

2. Friends vote and comment on user’s choices

Offers to choose from

Voting buttons

Leave comments

Other people’s opinions

Friendly Advice

2a. Friends can also recommend their own service providers

John Doe

555-555-5555

john@handyhands.com

I’ve used John for years. He does top quality work.

Friendly Advice

3. Consumers can see their friends’ opinions

Friendly Advice

4. When friends vote, it’s shared to their Facebook too

Theoretical Example

Action Potential Exposure

Consumer posts job(consumer has 500 FB friends)

5 friends give advice on the job(each friend has 500 FB friends)

500 people

2500 peopleViralViral

Why We Think This Will Work

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Full study at http://www.slideshare.net/razorfishmarketing/fluent-the-razorfish-social-influence-marketing-report

Fluent: The Razorfish Social Influence Marketing Report

Why We Think This Will Work

“People often turn to their friends, families, and colleagues when they have questions

”

What people ask and answer in their online social networks

Full study at http://people.csail.mit.edu/teevan/work/publications/papers/chi10-social.pdf

What Do People Ask Their Social Networks, and Why? A Survey Study of Status Message Q&A Behavior

(Survey of 624 people)

New Feature: Organization Memberships

Best recommendations outside of friends & family are endorsements from trusted organizations

Displaying Membership Badges- Dozens of organizations at launch- 16,000 service professionals in SF

Bay Area alone

Organizations include

Redbeacon Distribution Strategy

Reach target consumers on websites they already visit

Leverage trusted ties for recommendations and endorsements

Many partnerships will be announced soon, but the first one is...

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Partnership Announcement

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Who is BigTent?

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The leading platform for trusted parenting groups across the country

Allows Redbeacon to reach the critical Moms demographic and provides a valuable new service to BigTent members

BigTent is launching Redbeacon services to 100+ of its most influential and trusted community groups in the Bay Area

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Redbeacon’s Integration Into BigTent

Group Buzz Page

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Redbeacon’s Integration Into BigTent

Within Reviews & Classifieds

Search Results

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Redbeacon’s Integration Into BigTent

Triggered by keywords in group forums

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The BigTent Experience on Redbeacon

Cobranded Request Services Page

Service Provider Endorsements Page

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BigTent Experience on Redbeacon

We then show the number of endorsements given by members of their group

What it all Means

1. We provide all the information needed to choose the best local service professional for the job

Recommendations of friends and family

Endorsements from web communities

Professional memberships

Price quotes

Appointment times

Ratings and reviews

2. We leverage the social web to Build trust via our users’ social connections through Friendly Advice

Be present in our users’ online communities through partnerships

Questions and Discussion

THANK YOU!

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Ethan Anderson

ethan@redbeacon.com

Laney Whitcanack

laney@bigtent.com

Redbeacon Press Center: http://redbeacon.com/about/press