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Real Time Wine was launched in South Africa in July 2012 to critical acclaim. This is the story so far... growing users, testing revenue streams and iterating the product. It's a journey through a South African startup with a strong team and a big heart. Explore http://realtimewine.com for more. Real Time Wine is the social wine discovery app for everyone who enjoys wine, not just those who understand it. Keep the wine snobs at bay! Capture, rate, review and share those amazing moments you have with a wine glass in your hand. Available on the Apple App Store, Google Play Store, Samsung App Store, Amazon App Store and Vodacom App Store. > see the top 10 everyday wines, as voted by you > rate wines with the iconic Yum / Hmm / Yuk scale > review wines in a language everyone can understand > check into each wine you drink > earn points & level up as a social wine influencer > show off your auto-populated wine library & profile -- Winner Samsung IGNITE Best App Contest 2011
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Friends don’t let Friends drink bad wine. The Real Time Wine Story.
Firstly. Adjust your snob meters.
A review for… methylated spirits!
The Real Time Wine Story Wanted free wine. Started twee4ng. People listened. Started blogging. Writers joined. Did Angel round. Launched startup. Built a community.
The Real Time PlaAorm. What is it? Yelp/Foursquare for Retail Products. Available on: Mobi site, Desktop site, Android App (Play / Samsung / Amazon / Vodacom), Apple App and an OpFmised Blackberry Version
Real Time Wine was created to solve 3 user problems in the wine industry.
We drink great wine. Then forget what it was – and never, ever manage to find it again!
Discovering and choosing wine is hard. Really hard. 80% of South Africans buy wine in a supermarket. In an environment that looks like this:
And this [pic of supermarket]
Conversion rate in the wine aisle is the lowest of all retail aisles.
Wine language targets the top 20% of the market (and can be just plain poncy).
Also, we wanted to make drinking wine fun (well, more fun than it already is). Meet: “The Banned Words”, a collec4on of poncy language not allowed on our plaQorm.
“Gush” Are you sure that isn’t a word you’d rather keep between you and your Doctor?
“Lanolin” A greasy yellow substance chemically akin to wax that is secreted from wooly animals – that’s digusFng. Get it out of your wine, quick!
“Sweaty Saddle” If you’ve ever tasted a sweaty saddle, please get hold of us… Actually, don’t.
Real Time Wine was created to solve many client challenges as well…
Who’s drinking my wine? Where? How oOen? What do they think? How to sell more wine? How to improve conversion in the wine aisle? How to leverage mobile? How to link product consumpFon to loyalty? How to create alternaPve channel to market?
The Market R3.2 billion industry (excluding export)
4200+ producers of
wine (fragmenta4on)
Mass market untapped
(prefer beer/spirits)
Tradi4onal alcohol
adver4sing may be banned
DERIVED DEMAND >
80% of wine purchased in a supermarket
80% of that consumed
within 24 hours
3.6 million South African adults (10% of adults) consumed bo[led natural table wine in the past 7 days. The most popular brands were
Four Cousins and Autumn Harvest. AMPS2011B
The Basics [trending]
Like TwiUer, we highlight the 10 most popular wines in the community. Think of it as a shopping list for the passive user.
The Basics [read reviews]
Rate wines (YUM / HMM / YUK) or Check In to wines to leave a review and a ra4ng. Ra4ngs and reviews, as indicators, are useful to consumers, crea4ng a more empowered wine buyer.
2 Primary Filters that help a supermarket wine buyer to navigate the wine aisle: > Top 10 Trending Wines > Wish List
The Basics [checking in]
Checking In is the base mechanic of the system and saves the wine and your comments/price to your profile.
“2008 Ondine Cabernet Franc” 1 of the best happy wines out there. Well priced, fruity. Goes down like mothers pants on fathers day > Wino Andy
FUNNY
“2008 Mullineaux Shiraz” My guess is they made individual love to each berry before vinifying them, and preserving forever the joy of their union > Le Plonk
FUNNY
“2010 Zevenwacht Pinotage” Liquorice? Chocolate? Not really. More like: strawberry sherbet. SERIOUSLY sweet. Avoid, unless that's your sort of thing.. > Comrade.
USEFUL
“2010 Chocolate Block” If you brought it, I'll happily drink it. If I buy it, hit me over the head with it. Waaaay overpriced, nice juice. > LePlonk.
USEFUL
“2010 Beyerskloof Pinotage” When in doubt Beyerskloof Pinotage always safe. Great benchmark to check if wine list expensive or not. > MarkLagan.
USEFUL
The Basics [profile]
Your Profile is automa4cally populated and gives you insights into your wine behaviour. Top 3 Farms, Top 3 Varietals and whether you actually prefer red or white – buying assistance in profile format.
The Basics [leaderboard]
The more you engage with Real Time Wine, the more points you get. Points separate out the highly engaged wine influencers from normal app users.
Coming soon to a cellphone near you…
The Social Graph (what your friends are drinking)
Geo-‐AdverPsing (your ads, near your venues, when Real Time Wine fans are in the mood to buy)
Post Purchase AdverPsing (ads and content delivered to customers when they’re consuming your wine)
What are we learning?
There seems to be a gap. Everyday wine consumers want deeper product engagement. +-‐4000 unique visitors per month 4500 downloads 1600 registered reviewers 7000+ ra4ngs 3000+ reviews 28 (on average) user generated reviews per day 32% of reviews shared to FaceBook. 38% of reviews shared to to TwiUer. 1500 Facebook Fans / 1800 TwiUer Followers
Behaviour can be influenced and purchase can be incen4vised.
Effect of making thePopular/Trending pageEffect of making thePopular/Trending page
AcFvity is showing viral paUerns.
The senPment. User and brand insight can be gained by analysing the paUern of reviews.
The Chocolate Block. Sen4ment from HMM and YUK reviews.
ConsumpPon data can create interes4ng market intelligence communiFes.
ConsumpPon data can create interes4ng market intelligence communiFes.
We can predict INTENT.
We can predict intent. 59 users in 50 days added this wine to their WISH LIST.
More than 1500 wines have been added to WISH LISTS since launch.
We can predict RETAIL INTENT. More than 1500 wines have been added to WISH LISTS since launch.
So now what? Real Time Wine is – A mobile ac4va4on / In Store Engagement – An adverFsing/promoFon/engagement plaQorm – A community built around a product ver4cal – An extension to / framework for a loyalty programme – A reason to engage with your brand socially – A market intelligence tool
5 Things You May Be Interested To Know From the Journey So Far: Gehng startup funding actually is possible Runway/Rela4onships = more important than funding Early Adopter Communi4es are powerful Game Layers actually work Social Media Doesn’t Convert The 1/9/90 Rule is preUy close to the truth
Q&A / Lessons we’ve learned
Cool things to ask Andy • Web Apps vs Na4ve Apps • Power of game layers • Early adopters = cri4cal • Android’s a Bitch • Lean Startup Approach • Hire an agency or hire a
development team • The Reality of Funding a South
African Startup • The 1/9/90 rule and the reality
of 1% social media ac4va4on • Value of PR and how
impossible it is to measure.
Real Time Wine OpportuniPes • Work with the team • Media placements
– Geo-‐adver4sing – Post purchase ads and
content aUached to specific wines
– Email marke4ng – Influencer Management – Behaviour Data – White Labeling
• Collabora4on on promo4ons and campaigns.
hmp://realPmewine.com hUp://blog.real4mewine.com
