1. General info
Located in the center of Europe, on Balkan peninsula, Serbia’s population is approx. 7 mln. people.
Capital city is Belgrade.
Main Cities are:
- Belgrade (pop. 1.3m people)
- Novi Sad (pop. 289 k people)
- Nis (pop. 189 k people)
- Kragujevac (pop. 150 k people)
- Subotica (pop. 100 k people)
We offer daily deals on products and services in all of those cities.
Around 5 mln people are online , 10% out of which are our users. That unique opportunity from one side gives us wide reach in country.
Internet in Serbia
Information: In terms of user reach, user base with 500 000 users in Serbia is similar to the 25 mln. user base e-commerce website in the US.
Although Serbia is not a big country, it is well known as an IT Hub for the US and UK.
For example, In Serbia there are Microsoft, Google and Oracle dev centers and they plan to open data centers.
IBM, Oracle, Microsoft in talks to store data in Serbia - PM
Also Crypto currency is well known in Serbia. A lot of people were mining bitcoin in a period, when it was profitable.
Currently there is a legal framework for crypto.
2. About Us
Grupovina and Popusti are 2 out of top 5 Daily deals (coupons) websites in Serbia, with 500 000 users (370k of them in Belgrade) and 6m+ emails sent monthly.
Basically we are Serbian version of worldwide known Daily Deala websites
Popusti - Serbian means sales.
We are an e-commerce platform and online partner for 1000+ offline small, medium and large businesses in Serbia and for more than 5000+ since start.
Today Grupovina is a one stop shop for all sales in Serbia with 4000+ offline deals(we call them offers) with partners providing goods and services with discount.
Our other website Popusti.rs is in public beta today.
IMPORTANT: As a Serbian website we are fully GDPR compliant.
More info you can see by visiting us:
- Grupovina
- Popusti.rs
-
Our Business model
Users are paying on our websites for offers and then we issue a coupon with QR code which is presented to the partner. Partner is providing goods or service free of charge to the client and then we pay redeem payments to the partners.
It is very important to say that our gross margin is 0-20% from every offer. From this margin we pay our OPEX, CAPEX and other expenses. That is why we are always keen to be cost effective.
Grupovina is online since 2010.
Up to 2015 we were working in eCommerce and Marketing in Balkans and beyond,
We acquired Grupovina in 2016 with 180k users and since then we managed to get additional 300k users.
Initially our main focus were services (beauty salons, private clinics, education).
Starting from 2017 we acquired our competitors and in the end 2018 we managed an M&A deal with previous owners of popusti.rs which was the top1 daily deal website in Serbia.
During 2019- 2020 we finished re-design of popusti.rs website and whole platform introducing many new features such us:
- Travel hot deals
- Goods on sales
- Free coupons
- PDF versions of printed catalogs
- Information about sales for all major brands in Serbia.
3. Partnership vision
The uniqueness of our proposal is that we enable a real world use cases and for Free Ton combined with offline services and products.
We thinks that popusti.rs is re-defining (as Apple would say :)) serbian sales as a one stop shop for all sales in the country, and it will be a WIN/WIN situation for both Free TON Community and us as well.
Benefits for FreeTON community:
- Real world use case for TON Crystal: both offline and online
- Utility property for a token
- Brand awareness in a country-wide scale (even several regions scale)
- Token market turnover creation (demand/supply)
- New users, transactions, actions
We see potential partnership in 3 main areas.
1. Loyalty club
In our new platform we are also introducing Loyalty club for our user. Having large network of partners we were willing to provide additional bonuses to our clients in order to engage their activities.
Our plan for this quarter is to re-define our bonus and loyalty program, by giving our clients opportunity to “buy” goods/services with their loyalty Crystals.
We offer FreeTON community to convert our loyalty program Grupoints to Crystals which are supposed to be backed with TON Crystals.
This particular measure creates a utility for a token, and demand/supply as well.
Disclaimer: In current situation we see that users will be able to reduce up to a 100% of the value by loyalty bonuses, but that situation may be changed due to legislation or user behavior in order not to jeopardise our business.
1. User adds offers to a basket
In an example provided user added following offer:
- Medical test for Helicobacter Pylori from blood
- COVID-19 Multy usage facial mask
- 2 winter tyres replacement Total price (for all three offers) is 1660 RSD.
2. On the step 3 user needs to pick a payment method.
3. After he picks the payment method, the user can lower prices with Loyalty bonuses which he has on his internal account.
Disclaimer: Loyalty bonuses are a price reduction (additional discount) tools taken from our margin and made by us in order to improve user LTV.
4. After Purchase user will get 3 coupons which looks like this
5. With those coupons I go to partner give them QR code to scan or give printed coupon
6. Get product/Service
7. Grupovina pays a partner twice a month.
- Loyalty bonus conversion will give a huge benefit to the spread of TON into the real economy sector in Europe.
- Our users will be able to have a discount on services/products from 1000+ partners in Serbia.
- Our biggest partners are:
- Euromedic (Biggest chain of private clinics)
- All other private clinic chains
- Iqos (Philipp Morris)
- Orion Telekom
- National Theater
- Avon
- Maxi (biggest food chain in Serbia)
- And many others
3. By using our system of voucher payment in Serbia users will be able to actually make purchases using their crystals, and Free ton will be one of rarest currencies which has real use cases by covering realy daily needs of already our (both Free Ton Community and Grupovina) users.
- As a part of our loyalty program we reward Crystals to OUR users, but only for their actions. Much like a gamification and leveling up reward system.
2. Co-Branded Marketing
Since 2010 we have many marketing activities for management of KupiMe and for our current brand Grupovina in both digital, outdoor and retail marketing.
As a digital marketing agency we are focused on conversions and that is why we mainly perform digital marketing activities.
We are one of biggest google ads advertisers in Serbia with more than 70 campaigns and 23000 keywords simultaneously run.
We promote via Text, Images and video ads.
Our digital marketing strategy is to promote via long tail keywords by focusing on intent and purchase part of the marketing funnel, that is why, we promote mainly offers with goods/services where we have higher margin, and our categories/subcategories. This approach gives us higher conversion rate and more loyal customers.
In addition we promote special events which we plan and perform on occasions (Black friday, Halloween, Day of student, first day of spring etc.). During special events we give additional discounts to our users (up to 10% on our prices with discount from partner).
Grupovina facebook group has more than 160 000 members (155 000 following) and is among the biggest in Serbia.
Our weekly reach is 11-20k users without paid promotion, based on the attractiveness of our offers.
During our activities we found that paid promotion on facebook doesn’t have a good conversion rate so we mainly promote brand awareness and interest segments.
Grupovina
On the other hand Instagram is widely used in Serbia to promote goods and services.
We didn’t do invest a lot on instagram, we were testing hypothesis in order to develop 360 Digital Marketing for 2020-2025.
After popusti.rs go live we will start promotions on instagram on multiple profiles divided by interests - coupons, travel, sales, katalogs
You can see more info on - @grupovina2.0
In a perfect world only by saying that we are a part of a FreeTON community would make the most innovative platform in Serbia and Balkans, and of the most innovative in SEE region and give us brand advantage.
But, we live in a real world where sometimes legislation occurs. That’s why we consider strategy where we will position TON Crystal as a part of our loyalty program.
We propose to put sign “backed up by TON Community” and/or “backed up by 
Crystals” on our all of our marketing activities by using not only using our digital asses (E-mail, Push notifications, Brands, Google ads, Facebook/Instagram) but also to go together to a new level
In addition to that we propose that we enlarge our Co-branding campaign to:
Our plan is to make a marketing deal with influencers where they will initially promote:
- Grupovina/Popusti loyalty system which is backed up by Crystals.
- Promote Free Ton itself by brand mentions without saying that they can be used on Grupovina/Popusti websites
1. Billboards in Major Cities
Our plan is to use billboards all over major cities as a major outdoor activity for marketing purposes
2. Intercity Busses
We plan to use busses as a second main outdoor activity
- During our expansion to other countries we will seek for the most cheap but effective ways for our joint co-Branding campaigns in each particular country.
Bellow you can see examples how we see our co-branding campaign.
1. Google ads
Desktop
Mobile
2. Facebook marketing
2. Instagram Marketing
3. Influencers
4. Outdoor Marketing
4.1 Billboards
4.2 Intercity busses
The proposed marketing campaign is aimed to promote our new loyalty program with TON Crystal in the centre of it. Co-branded campaign is synergical for both brands: TON Crystal + Grupovina/Popusti. The creative concept of this campaign is also based around TON Crystal.
In brief, benefits are:
- Shared brand awareness
- Additional audience warm-up and education
- Case approbation for the next potential partners enabling (with similar businesses).
3. Charity
Being devastated by war and NATO Bombing Serbia is not among the richest countries.
1 out 4 people in Serbia lives under poverty line
The Borgen Project – 16 Sep 16
Poverty in Serbia Facts and Figures - The Borgen Project
Six facts about poverty in Serbia and the Balkans. Learn about efforts to combat poverty and hunger in the region.
Radiation from bombs is a big issue in Serbia
Radiation From Balkan Bombing Alarms Europe (Published 2001)
As a part of our corporate responsibility we don’t see it possible to just work in this beautiful country without helping people among us.
That is why in public beta we introduced a charity program to our users.
Each offer has an amount of Serbian dinars which we transfer to charity. All money donated to charity will be taken out of our revenue margin.
But we think that today just saying that we are giving to charity or transfer money is not enough. We believe in the power of choice.
That is why we give our users the opportunity to pick which charity fund they want to donate money from their purchases.
Once a month we will transfer money and provide proof of transfer on our website.
All funds are hand picked and we stand for our reputation. Please bare in mind that we exist since 2010 and our reputation is one of our main assets
For each RSD given by us there would be 1 RSD backed by TON Crystals
For that we will dedicate one person to be responsible for detailed work with charities and we will make not just payments and reports but also we will work more closely with funds.
1. User adds offers to a basket
In an example provided user added following offer:
- Medical test for Helicobacter Pylori from blood
- COVID-19 Multy usage facial mask
- 2 winter tyres replacement Total price (for all three offers) is 1660 RSD.
Charity donation for this purchases is 25 RSD
2. User picks Charity fondation
In this case user Picked Zvoncica (tinker bell) - charity fund for kids with cancer.
Zvončica, udruženje roditelja dece obolele od malignih bolesti
That means that by the end of the month this 25 RSD with other money will go as one payment to them.
3. At the end of month Grupovina transfers money to Zvoncica fondation.
4. User will get email with notification that we transferred funds to zvoncica organisation saying that his amount was doubled by “backed up by Free TON Comunity.
Free TON community will actually save lives, give shelter, help people and make the world just a little bit better place.
4. Roadmap
As a part of our 2020-2030 strategy we divide propose do divide our partnership into several stages:
Stage 1 - Integration and testing [2020]
Stage 2 - Marketing in Serbia [2021]
Important: Currently this proposal is caped by Serbian Market. Grupovina strategy 2020-2030 is based on expansion to other markets.
If everything goes as planned in Serbia we will come back with toFree Ton community in order to request tokens for new markets, but also only based on our capabilities and legislation in those countries.
Stage 1 - Integration (3 months)
- Integration of TON Crystals in Grupovina ecosystem as a bonus points
- Currently we do not store any points and do not have any internal bonus accounts. That needs to be developed.
- Development of a loyalty ecosystem for both websites.
- Development of exchange mechanism
- Determination of KPIs for clients and development of clients loyalty system segmentation based on KPIs
- Development of different pricing mechanism for different users
- Integration of TON and loyalty system
- Testing and Preparation
- Testing of IT infrastructure
- Marketing plan development including legal restrictions
- Legal questions and legal risk mitigation
- Financial planning and mitigation of financial risks
- Introductions of bonuses with our team and client support
- Internal process development
- Public beta
- Tests with users on UI and UIX
- Marketing Plan testing.
- Popusti.rs GO LIVE / Grupovina v.4.0 GO LIVE
Stage 2 - Operations Start and Marketing (12 months)
- Initial on site Marketing - delicate explanation to new and existing users - 3 months
- Email Marketing
- Banners on Websites
- Bonus Promotion campaign - 3 months
- Digital Marketing
- Outdoor Marketing
- Special Promotions - 6 months
- Special Campaign regarding Bonuses- 3 months
Info: During summer time we reduce digital marketing and will stop outdoor marketing campaigns since conversion and sales drops
5. Token request and KPIs
Stage 1 - Integration, testing and preparation
| Action | Total | Upfront |
|---|---|---|
| Integration | 200k | 100k |
| Testing | 60k | 60k |
Initial Upfront token request - 160k Crystals
2. Stage 2 Serbia
| Action | Total | Stage 2 KPI 1 | KPI 2 after KPI 1 | Next Release (½ of the rest) | KPI 3 | Final Release (½ of the rest) | KPI 4 |
|---|---|---|---|---|---|---|---|
| Loyalty | 600k | 25k | 5 000 opened wallets | 287.5k | 50 000 opened wallets | 287.5k | 50 000 opened wallets |
| Purchase Bonus | 500k | 35k | 3 000 transaction with Crystals as our purchase bonus | 232.5k | 30 000 transaction with Crystals as our purchase bonus | 232.5k | 30 000 transaction with Crystals as our purchase bonus |
| Charity | 200k | 20k | 20k crystals. Spend on charity. Screenshots of transactions | 90k | 90k crystals. Spend on charity. Screenshots of transactions | 90k | 90k crystals. Spend on charity. Screenshots of transactions |
| Digital Marketing | 240k | 40k | 40k Crystals spent on digital marketing with conversion stats | 100k | Number of open wallets based on previous conversion stats | 100k | Number of open wallets based on previous conversion stats |
| Outdoor Marketing | 240k | 30k | 10 Billboards branded with “Backed by” signs 2 Buses branded with “Backed by” signs | 105k | 35 Billboards branded with “Backed by” signs 8 Buses branded with “Backed by” signs | 105k | 35 Billboards branded with “Backed by” signs 8 Buses branded with “Backed by” signs |
| Influencers | 200k | 20k | 4 videos of influencers speaking either about free Ton, either about Grupovina/popusti with loyalty bonus backed up by Free Ton | 90k | 18 videos of influencers speaking either about free Ton, either about Grupovina/popusti with loyalty bonus backed up by Free Ton | 90k | 18 videos of influencers speaking either about free Ton, either about Grupovina/popusti with loyalty bonus backed up by Free Ton |
| Total | 1.98 m | 170k | Based on KPIs | 900k | Based on KPIs | 750k | Based on KPIs |
Total stage 2 - 1.98 mln tokens
- KPI1 - 270k (including other 50% from Stage 1(integration))
After everyone are satisfied with integration and initial testing, We will jointly move to stage 2a
- 1st token release - 905k
And afterwards to stage 2b
- 2nd token release - 905k
TOTAL UPFORN REQUEST : 160k crystals
During stages 1 and 2 we will develop an effective marketing strategy which is the last piece of puzzle for as we hope joint co-branded expansion to other Countries.
Disclaimer: Even if our KPIs may look different from other proposals, keep in mind that we work in the market with real goods and services.
We prepared this proposal based on:
- Intention to take role in Free Ton community development,
- vision of FreeTON potential
- believe in the power of blockchain.
If you see potential as we do and our proposal gets approved, we kindly ask you to send tokens to the following address:
0:c0f2cb8e0dc47ae71ee047a59e8fdfaa1c7f5acbd3374c610b8ffc9a028bba23
We really hope that now our offer is more clear to everybody
If you have any questions please do not hesitate to ask them any time.
Thank you for your time reading our proposal.
Yours faitfully,
Grupovina and Popusti
Serbian member of Free Ton Community and your best friend for cheaper and better life.
