Confidential - Exclusive intellectual property of Arch Ventures Ltd.

Amazon AWS - Activate Program Application

London, 2nd July 2019

1. Background

This document aims to provide some additional details about TRIBAM, a product designed and launched by Arch Ventures Ltd.

The information provided below is for the exclusive use of Amazon and Amazon Web Services (AWS), and is deemed Confidential, and shall not be shared with any 3rd party (and only shared internally on a need to know basis).

TRIBAM is expected to launch publicly in August/September 2019. Having finalised the user testing, the full prototype, the mobile apps are currently being finalised.

2. Introduction to TRIBAM

TRIBAM is a mobile application (iOS, Android and eventually web) allowing anyone to share and access recommendations they can trust.

TRIBAM - MockUp - Activity Feed - No Shadow_v2.jpg

Categories for the recommendations on TRIBAM cover most aspects of one’s personal life. Initially, TRIBAM includes:

-             Hotels

-             Restaurants and Cafes

-             Books

-             Music

-             Movies

Trust is the north star of TRIBAM – and a differentiator compared to most existing social networks / social recommendations services in the market.

Trust is achieved by giving the User the control over the source of recommendations they access: i.e. their friends and family, people they actually know. Therefore people whose tastes they are able to assess easily and who they know are not conflicted (vs influencers / micro-influencers / paid marketers…).

Another important feature of TRIBAM is that Recommendations are “actionable”: if a User discovers a Restaurant recommended by one of their friends, they can book it on their usual Restaurant booking app, through TRIBAM. Similarly, if a User discovers a new Book, they would be able to purchase it directly on Amazon.com’s own app.

Given the Product we are building (see below), it is key for us to have all the Services and Partners for TRIBAM on-boarded before launch: to ensure that the User experience on TRIBAM is as polished as possible, maximising engagement and purchases / bookings.

3. Product Description:

With TRIBAM, Users connect to people they know, and share Recommendations with those. Recommendations include Movies, used an illustration below

We describe below the main User Flow relevant for Movies. We also include a video showing the current version of the Prototype (password: amazon).

Please note that this version is not yet finalised: in particular, all the Brand Guidelines required by Amazon and other 3rd party involved will need to be complied with. Those Guidelines will be fully implemented in the public version.

+ Activity Feed:

When opening TRIBAM, a User sees his/her Activity Feed: Recommendations made by his connections, across categories, time ordered.

The User is also able to see Recommendations posted by the broader community, the World.

Each Recommendation is “actionable”: in the case of Movies, the User can tap on the “Watch through Prime Video”link:

  • Doing so takes the User out of the TRIBAM App and opens the standard Amazon App. 

  • The User is then able to buy / watch the Movie on Amazon Prime.

+ Recommendation Card:

When tapping on a Recommendation from the Activity Feed (or through the Search option in TRIBAM) the User is taken to the Recommendation Card: a screen which provides the details of the item Recommended. 

In the case of a Movie Recommended: 

  • name of the movie

  • poster

  • director

  • actors

and then the TRIBAM specific information:

  • rating (the rockets)

  • who recommended it

  • Comments and Private Notes

On that screen, we have the same link as earlier: the User can tap on the “Watch through Prime Video”link:

  • Doing so takes the User out of the TRIBAM App and opens the standard Amazon App. 

  • The User is then able to buy / watch the Movie on Amazon Prime.

+ Posting a new Recommendation:

Finally, the User is also able to post his/her own recommendations on TRIBAM, including for Movies.

Having selected the Movie category in the Search tab, the User enters the words (name, director…) for the movie to be recommended.

The video on the left, based on the current version of the Ap illustrates the flows above in more details (password = amazon).

4. Collaboration with Amazon (Amazon AWS / Amazon.com):

Given the above, we are considering working with Amazon in 2 main capacities:

  • In terms of using Amazon’s web and cloud services

  • But also as Affiliates, with TRIBAM (Arch Ventures formally) bringing potential clients to the Amazon.com platform, in particular for any of the Books, Movies, and Music categories at launch (other categories to be added in the future such as Fashion, Furniture, etc…).

Given our Product, it is essential that we can integrate with the partners we will work with on the Affiliation side before the launch of our App, so that the User experience at launch is as polished as possible, maximising engagement and purchases / bookings.

We understand that on-boarding affiliates and providing access to the Product Advertising API before launch may not be customary for Amazon, but we certainly hope you will take into account the particular context here.

5. TRIBAM’s target audience and growth strategy:

Our initial target audience are affluent, financially comfortable users – who consume and book:

  • Given our product, target audience and marketing strategy, Users on TRIBAM are individuals who tend to be relatively comfortable financially

  • They are residents in large cities (London, Paris, Madrid, Lisbon, New York,…), go out regularly, are looking for unique experiences and are also active travellers

The main source of growth for TRIBAM is virality: the effect of word of mouth and existing Users being incentivised, for their own benefit, to have their own network use TRIBAM. That is the reason why TRIBAM has been conceived and designed to but of such great standard that Users are very comfortable recommending it to their existing network.

In addition, our go-to-market strategy leverages on 2 key aspects:

  • Pro-active marketing by leveraging on the specific social networks which are best aligned with our target audience: in particular:

    • LinkedIn

    • Instagram

  • Content production:

    • We are producing a series of value-add content focusing on the increasing issue of review and recommendations manipulation (“fake reviews” and “fake recommendations”) and the conflict of interest embedded and growing on some of the existing social network platforms

6. What sets TRIBAM apart from our competition:

First and foremost, our vision, philosophy and core value are fundamentally different from the existing Social Networks. Our main objective is to deliver a trusted tool to our Users, minimising all the potential conflicts of interest.

Also, by design, the control is in the hands of the User: they control the information they have access to. They control their data.

Another key difference compared to some of the existing recommendation services is that TRIBAM covers all aspects of one’s life. Not limited to 1 in particular (hotels only, restaurants only, movies only, etc…).

Based on the extensive competitive research we have done before launching TRIBAM, we do not believe anything similar to TRIBAM (with all its key aspects) exists today. And certainly not in Europe and the UK.

We are very much looking forward to working with Amazon.