StartupNorth

Year: 2009

  • Weekend Reading

  • Uken Games – Caution: highly addictive games

    This is part of a series on Extreme University and the first group of graduates from the Summer 2009 program (part 1: Assetize).

    superheroesalliance Uken Games is a social game developer based in Toronto. They build “highly addictive” social games on large social platforms including Facebook, Myspace, and iPhone. Their first game, Superheroes Alliance, has 50K active monthly users.

    Founders

    Founded by Mark Lampert and Chris Ye (Facebook). They are young developers and business school grads. Mark was one of the developers behind Twisted Trick-or-Treating and Twisted Gifts that are gifting applications that ran promotional campaigns for Nestle through the Halloween and Christmas holiday seasons where users could gift one another mini Kit Kats or a box of Turtles.

    Market

    “In 2009, an estimated $400 million to $600 million will be spent on virtual goods in the United States, and $5.5 billion globally, according to Brian Balfour, founder of Viximo. U.S. virtual goods spending was likely less than half that in 2008, and between $25 million and $50 million in 2007, Balfour said.” – San Francisco Business Times

    The opportunity behind social games and virtual goods is clear and doubling each year. “Mochi Media co-founder Jameson Hsu, reports that the company’s new virtual goods are earning at 10 to 20 times the rate of advertising” as reported by Virtual World News.

    Competition

    The competition in the social gaming space is high but given the extremely high rate of growth in the industry and the number of users who are just beginning to play games on social networks, competition is less of a factor. Because the games are generally free to play, users often play numerous games at a time, which expands the size of the entire market. The top competitors include Zynga, Playdom, Playfish, Serious Business, Hive7, and LOLapps.

    Zynga, Playdom, and Playfish are each very large, having user bases in the tens of millions across numerous games. Even so, they are all growing at tremendous rates. Zynga is rumoured to generate $200M in revenue by the end of the year according to a recent Inside Facebook article.

    Product

    Their first game, Superheroes Alliance, has 50K monthly active users on Facebook. In the game, users create a Superhero alter ego to complete missions, customize their super powers, hire sidekicks, and start rivalries with other superheroes. It’s free to play but for those users who want that slight edge and great customizability, they can purchase compelling virtual items (through a virtual currency) in the form of rare sidekicks/vehicles, special powerups, and bonuses.

    Business Model

    They generate 100% of their revenues through virtual good sales without any reliance on advertising. 80% those virtual good sales are direct, meaning customers pay with their credit cards or PayPal accounts. The remaining 20% comes in the form of CPA (cost-per-action) offers such as filling out a survey or signing up for a service like Netflix.

    Barriers to Entry

    Uken Games is an execution play. They have built a successful gaming platform that leverages key content concepts (superheroes) and social gaming and reputation. The ability to attract, engage and entertain users is core to their business.

    • Intellectual property
      There is nothing that indicates that there is any intellectual property protection for Uken Games. Intellectual property protections are not required to build a successful execution company. The uniqueness of the gaming platform and the ability to quickly adapt the platform for new markets will help Uken Games adjust course and launch new games rapidly.
    • Customer loyalty
      A large 50k monthly audience of players is great. Metrics around user signup, retention, attention and engagement would be very interesting to see. It would also be interesting to understand the conversion rates for users sharing with friends. The “addictive nature” of these games puts customer loyalty at the centre of the design and measures of Uken Games.
    • Network effect
      It’s a social game where you play your friends. Network effect is based on enjoyment and value to include new friends in the interaction. It is key to the success of Uken Games as a platform. SuperheroesAlliance is a great first game, the question of moving existing users to new games and continuing to attract new users will leverage the network effects of social media.
    • Sunk costs
      Traditional games are expensive to build. However, Uken Games has built a skinnable version game engine that has abstracted the interactions between users and allows them to build new games using new metaphors. It will be interesting to see how long the current platform remains relevant with users.
    • Research and development
      Uken Games currently has new games in development, which they plan to launch by early October. They are also working to support other platforms including Myspace and iPhone so that their games can be accessed through more channels. Leveraging existing social networks along with mobility platforms offers an interesting method for longer engagement and new social interactions.

    Summary

    The Uken Games team report that “Superheroes has already officially been banned from 3 offices during work hours due to its highly addictive nature”. As Uken launches more titles, the founders hope to see that number go up. It will be interesting to see more game titles on more platforms.

  • Weekend Reading

  • Just Launched: BumpTop Multi-Touch for Windows 7

    BumpTop has just launched Multi-Touch for Windows 7. This is on the heels of forming partnerships with some of the largest graphics card makers in the world including: HIS, PowerColor, and SAPPHIRE, who are now distributing BumpTop by bundling a free copy with their graphics cards.

    Cool, huh! Heck, I’d attend a Windows 7 House Party to give BumpTop Multi-Touch a whirl.

  • StartupDrinks – September 30, 2009

    startupdrinks[1]It’s happening again. It’s great to have a monthly social event for high tech entrepreneurs in Toronto.

    Bryan Watson of NACO and Robin Gittens of CEOFusion have stepped up to help coordinate the next installment of StartupDrinks in Toronto. Heri of Montreal Tech Watch and Robin Ahn & Raymond Luk of Flow Ventures are hosting the Montreal event. Scott Lake of StartupOttawa is hosting the Ottawa event. And Dan Silvestru from Covarity is stepping up to host an Waterloo event (the Waterloo event will be on October 6 to avoid a conflict with DemoCampGuelph).

    The Toronto Startup Drinks followed hot on the heels of DemoCamp with Yossi Vardi, which was a great event.  We are keeping the startup community alive, one pint at a time on Wednesday, September 30, 2009 at local fave Fionn MacCool’s on the Esplanade! Waterloo is happening on Tuesday, October 6, 2009.

    It’s a simple concept: a grassroots effort to make sure startup folks get in touch and stay in touch.

    Toronto

    Montreal

    • Wednesday, September 30, 2009 starts at 5:30pm
    • Brutopia, 1215 Crescent St

    Ottawa

    • Wednesday, September 30, 2009 starts at 6pm
    • Cornerstone Grill at 92 Clarence Street (in the Market)
    • Register

    Waterloo

  • Weekend Reading

  • Assetize: Adsense for Twitter

    This is part of a series on Extreme University and the first group of graduates from the Summer 2009 program.

    assetize A Toronto-based startup that first went live in May 2009, Assetize has been focused on helping people turn their accounts into assets. The premise is that, similar to domain names, online accounts like email addresses and Twitter accounts also have some fundamental value because of their usernames or audience reach. However, unlike domain names – which are sold and parked in a multi-billion dollar industry – these values haven’t been realized yet.

    I met Saif and the Assetize team recently when I visited the Extreme University program, where they are one of the startups in the incubation program by Extreme Venture Partners. Assetize is trying to be the AdSense for Twitter. Just as people are able to monetize their websites and blogs through AdSense, Assetize lets users include ads in their Twitter accounts effortlessly, and helps advertisers reach their target audiences. They have built a proprietary technology in-house that analyzes each account’s content to ensure that the ads being served are relevant to followers.

    Quick Analysis

    Management Team

    The management team consists of Saif Ajani, Mike Rhemtulla and Minaz Abdulla. Separately, they have worked with numerous Fortune 500 companies as tech consultants, and have also launched 2 previous startups together. This is a young team that has shown that they can deliver in a short time period. Building a strong set of advisors and continued demonstration of traction will help them go a long way. As a side note, I’ve worked with Minaz in the past (at Ambient Vector), he is an incredibly talented engineer that has demonstrated his ability to produce and ship great code.

    Market

    According to the online marketing research firm, eMarketer, companies are expecded to spend upwards of $32B in online advertising by 2011, with almost $2.9B of it going towards social networks. Although MySpace and Facebook have been the most dominant networks thus far in terms of drawing ad dollars, Twitter is exploring advertising. As people spend more of their “media time” on social sites, agencies and brands are seeking new channels and opportunities to create connections and advertise to audiences. This is a growing space that is ripe for innovation and new opportunities.

    Product

    The goal of the product is to help users increase the value of their social media assets. For Twitter users this is a combination of relevant content, reach and connection. Users can use Assetize to find content to attract, retain and engage their connections. The process to setup the Assetize service for a Twitter account seems very simple and straightforward. Users have a one-step process to register their accounts and provide a list of topics that they tweet about. Assetize provides access to over 100,000 feeds that can be used to find and publish value-added content. The idea is that more and better content attracts a larger base of users and inject ads into the Twitter stream that have a higher response rate. Analytics is provided on links and conversations.

    The company is currently working with advertisers to build out the functionality. The core of the Assetize product is an ad matching engine that analyzes previous posts and matches users to available/relevant ads.  AdSense’s value comes from making its ads targeted to the content on web pages, and the Assetize engine aims for contextual, relevant Twitter ads for each author based on posts and conversations.

    Business Model

    Similar to other online ad networks, Assetize earns a commission basis, and share revenue with Twitter account owners. Since this commission is performance-driven, it’s a good incentive for Assetize and its members to optimize accounts so that advertisers receive good returns on their investments. The business model requires scale to have a large enough capacity of users and a large inventory of ads to continue to ensure relevancy to each party.

    Strategic Relationships

    Assetize is a young company. They are starting to build relationships with advertising agencies to help bring their clients to Twitter. As use of social media continues to grow, particularly among the lucrative 18-24 audience, no doubt many brands will look for easy, familiar steps to test advertising on Twitter. The team is eager to explore these relationships, if you are an advertising/marketing/social media agency looking to explore a relationship, they are actively looking at how to partner and work together.

    Competition

    Izea, the company behind PayPerPost for blogs that has a raised a total of $10M in VC funding, recently launched SponsoredTweets, a service that pays Twitter users to write short posts about its clients’ products. It requires more effort from Twitter users than Assetize’s service. The Twitter advertising ecosystem is continuing to develop and evolve, there is most likely room for a variety of models and engagement strategies.

    Other competitors include Be-a-Magpie, a service based out of Germany and Great Britain, and RevTwt. The coverage they received earlier in the year undoubtedly led to a good user base, but their list of advertisers seems to be lacking. If Assetize is able to overcome these two startups, they’ll need to gain better access to advertisers than its competitors were able to.

    There is always existing social media ad networks. Each of these companies has relationships and inventory, though they are not easily translatable into an effective 140 character campaign. 

    Summary

    It’s a very interesting product. There is an opportunity around defining effectiveness of advertising for social media sites, but early the familiarity of CPM and CPC that is brought Assetize may help drive early adoption with agencies and brands. There are challenges in securing a large audience, a large inventory and strong relationships with agencies. Assetize has an interesting value proposition for users looking to monetize their Twitter “assets”. Great start for an ExtremeU company!

  • Weekend Reading

    • RT @startupcfo: Congrats to Summerhill Partners on the $244M sale of Intellon http://is.gd/3gwng #

  • ExtremeU 2009 – The Graduating Class

    extremeventurepartnersWe first covered Extreme University back in June 2009.  The 12 week program has completed and there are a great crop of early stage software startups.

    What is ExtremeU?

    ExtremeU is an investment and educational program run by Extreme Venture Partners. It is a 12 week program that provides small founding teams (2-3 people) with US$5,000/founder and shared office space for the 12 week program in exchange for 10% of the company. You gain access to shared resources (mentors, servers, outside speakers, the odd beer and/or lunch). It’s a program that is in the same vain as TechStars, YCombinator and SeedCamp, though there are significant differences in the programs, funding and delivery between these four incarnation.

    Who are the graduating companies?

    assetizesuperheroesallianceMy first commentary is only one of these companies, Assetize, manages to have a corporate web site. It’s like everyone did very well in Extreme University, but 2 out of 3 failed the required course on corporate marketing. Unbelievable, though it is possible that I’m being a cranky old man that wants to see a standard web site/blog with a home page, an about us page, a contact page, etc. One of the companies, Locationary, is launching in stealth mode. And it’s unclear if they’ll be cooperating to provide details for their launch.

    Over the next week, I’ll be providing deeper posts into each of the 3 startups (maybe) that include details about each of the companies, their market, the problem they solve, and their founding team.

    Stay tuned.

  • An Evening with Yossi Vardi

    BrightSpark Ventures, Microsoft BizSpark, Rogers Ventures, and StartupNorth are please to co-present “An Evening with Yossi Vardi” on September 24, 2009 in Toronto. Like DemoCamp and other events, you need to purchase a ticket to attend.

    Did you catch Yossi Vardi at TechCrunch50? Check out Yossi questioning Canadian startup StorySomething at TC50. He’s a funny, relevant experienced entrepreneur that has helped build the Israeli software/Internet industry. And he’s going to talk about starting a company outside of Silicon Valley. He’ll talk about selling a company outside of Silicon Valley.

    Sign me up!

    Who is Yossi Vardi?

    Yossi Vardi is one of the leading individuals in the Israeli software/Internet industry.  

    yossivardiYossi has extensive experience in the public and private sector. In the private sector, he is probably the most respected investor in Israel; has served on many boards including Amdocs, Maariv, Elite, Scitex, Bezeq, Arkia, Elisra. In the public sector, he has extensive experience in technology, including helping to set up the VC industry in Israel via Yozma. He serves on the board of governors of Weizmann Institute and the Technion. He was the chairman of the Jerusalem Foundation, council member of the Open University of Israel and serves on the board of trustees of the Hebrew University. Vardi acted as an advisor to the World Bank and the United Nations Development Program on issues of energy policy and strategy in the developing world. He is a member of the World Economic Forum, serves on the Research Visionary Board of Motorola, and on the Future Trends Forum of The Bankinter Foundation of Innovation. He serves on the advisory board of Blackberry Ventures in Ontario, and served on that of 3i, was advisor to the CEOs of AOL, Amazon.com, Allied-signal, Siemens-Albis and others.

    Yossi was the founding investor of Mirabilis, inventor of ICQ – the well known Internet-wide Instant messaging product. Among the companies he invested in, or helped to build are Answers.com, Gteko (sold to Microsoft), Airlink, Tivella, Scopus, CTI2, Foxytunes, Tucows (Toronto based), and Starnet.

    In recent years Vardi has been active in fostering a culture of innovation and creativity in Israel and abroad. He founded the Kinnernet conference, an annual, three days gathering of creative people from all over the world.

    Vardi won the TechCrunch Europe 2009 "Best investor personality" award; He received an Honorary Doctorate from the Technion, Honorary Fellowship from the Open University, and twice received the Prime Minister award for life achievements in the high tech area; he was nominated as one of The Most Influential International Executives by The Industry Standard.

    Yossi, most recently, is an Angel investor in many Israeli startups and is now focusing on unique models of investing in startups. He is  currently invested in many startups. Yossi is just returning from San Francisco where he attended the TechCrunch50 conference as one of the Panel of Experts.

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