Start-up of the day: app’s miles builds loyalty among app users with vouchers
Frenchweb invites you today to discover app’s miles, a Bordeaux start-up founded last March by François Le Tanneur and Laurent Sebag. They started from an observation: after 90 days, 80 to 90% of users are no longer active. They therefore created a loyalty points system, these accumulated points are convertible into mobile coupons or vouchers. So far, three companies are testing the device, but there is no customer yet.
Frenchweb: How did you get the idea to create app’s miles?
François Le Tanneur: Mobile is the primary communication channel for businesses, brands and merchants: each “smartphoneur” has downloaded 85 applications on average. However, apart from the push notification, there is no tool allowing a company to encourage its own users to return to its application. Based on these two points, we decided to create the first animation program dedicated to mobile applications.
What need are you responding to?
Once you’ve downloaded the app, how do you get your customers to come back to you? On the model of air miles, app’s miles is the first animation program that allows an application editor to reward its users according to their actions: visits, sharing, sponsorship, registration… The principle is very simple: 10 visits = 100 points = 1 gift.
The goal is to reward a little, but often in order to maintain a close relationship with the customers who have downloaded your app.
What is your business model?
App’s miles is offered with a license to access the program (sold for 25,000 euros) and on the other hand, on the billing of points distributed to users. The first 100,000 points are included in the package, then each additional point costs a penny.
Who are your competitors?
App’s Miles is the very first animation program for mobile applications. There is no equivalent yet. As a result, we are in competition with “gamification” tools and especially with traditional loyalty programs, even if they are mainly oriented towards point-of-sale purchases.
Do you benefit from specific supports?
Before launching, we challenged our project with big names in commerce and marketing. Thanks to these exchanges, we were able to set up an ‘advisory board’ with the support of Thierry Petit, Patrick Robin, Pierre Tremolières, Pierre Le Tanneur, Stanislas de Villelongue, Guillaume de la Croix, Georges-Eric Armand, Jérôme Perani and Clement Arriau.
Moreover, the project would not have been implemented so quickly without the active support and advice of Bordeaux Unitec, a structure that helped us finalize our business plan. It is also via Bordeaux Unitec that we were able to supplement our own funds with Aquitaine Amornement, BPI and the Aquitaine Region.
What or which companies are you being compared to in error?
We could have been compared with Appgratis or other download assistance tools, but we are clearly positioned on loyalty and not on acquisition.
What was one of the first issues in your development, and how did you deal with it?
The main problem to be resolved is that of simplifying the customer journey: how to make registration to the program from the partner’s application clear while remaining fluid? To answer this, we have developed a pairing process between the phone and partner applications, which allows the user to register in two clicks, without ever leaving the screen on which he is located.
What were you doing before setting up app?s miles?
For almost 18 years, I held various positions at Laser / Cofinoga, all Marketing / Client oriented; then from 2010, I worked on mobile, notably at Snapp ‘, a Bordeaux company deploying its applications for mCommerce and mFidelity (including FidMe).
My partner Laurent Sebag, is a web expert who set up and piloted his first company – Triptic – for 12 years before joining app’s miles at the start of the year.
What is the best advice you have been given and by whom?
The best advice was given to us by Jérôme Pérani: set up a ” advisory board »With people with solid experience in the universe we are targeting.
Who is the personality you admire the most?
It’s hard to name one person in particular, but I have a great deal of admiration for entrepreneurs in general and especially those who manage to set up long-lasting businesses, who take the risk of creating jobs and who remain based in France. We have a lot of them on our advisory board, they will recognize each other.
Founders: François Le Tanneur and Laurent Sebag
Creation date: March 1, 2014
Number of employees: 3
Company based in: Bordeaux