MOCAPP is a marketplace for brands and influencers that positions itself at the 'inflection point' of traditional advertising's decline. The deck, dated October 2018, outlines a platform that allows brands to search for influencers by location and niche, providing detailed audience analytics including age and gender demographics. MOCAPP utilizes a hybrid business model, combining monthly subscription fees (€84 for companies, €230 for agencies) with variable transaction fees ranging from 10% to 30%. While the deck identifies global and European competitors, it leans heavily on its local utilit…
Key takeaways
- The company identifies a massive shift in consumer behavior, noting that 84% of teens watch less than one hour of TV per week (Slide 2).
- MOCAPP positions influencer marketing as a high-trust alternative, claiming over 75% of users trust influencer buying advice (Slide 2).
- The product features a 'Free Search' tool that filters influencers by location (e.g., Bucharest) and niche (e.g., Fashion & Brands) (Slide 4).
- Public profiles on the platform provide granular data, including audience growth rates and demographic breakdowns by age and gender (Slide 5).
- The business model is tiered, offering a free entry point for 3 months followed by paid tiers at €84 and €230 per month (Slide 7).
- Transaction fees are baked into the pricing, with a 30% fee on the free tier and a reduced 10% fee for the €84/month company tier (Slide 7).
- The deck acknowledges six specific competitors across Germany, Spain, Czech Republic, Australia, the US, and South Africa (Slide 6).
- There is no slide detailing the total amount of capital being raised or the intended use of funds.
Executive Summary: The Regional Influencer Marketplace
MOCAPP's October 2018 pitch deck presents a straightforward marketplace solution for the then-booming influencer marketing industry. The deck focuses heavily on the 'why now'—citing the death of traditional advertising—and the 'how'—showcasing a functional search and analytics platform. While the product appears mature in its interface and data visualization, the deck functions more as a product overview than a comprehensive investment proposal due to the absence of financial and team depth.
Slide 1: Title and Positioning
The cover slide establishes MOCAPP as a "Marketplace for Brands and Influencers." The tagline "FIND INFLUENCERS NEAR YOU" is a critical differentiator, suggesting a focus on hyper-local or regional marketing rather than just global celebrity endorsements. The URL provided is a .ro domain, confirming the company's initial focus on the Romanian market.
Slide 2: The Inflection Point
MOCAPP uses this slide to build a sense of urgency. They cite several industry pain points: 84% of teens watch less than one hour of TV per week, 40-45% of internet users use AdBlock, and 86% of consumers suffer from "Banner Blindness." The slide concludes with a positive counter-metric: "+75% users trust an Influencer buying advices." This slide successfully frames the problem (traditional ads are failing) and the solution (influencers are trusted).
Slide 3: The Influencer Value Proposition
This slide addresses the supply side of the marketplace. It states the solution for influencers is to "Monetise the content and the audiences." It promises to help them find the "right partners, sponsors, brands for their career." This is a standard marketplace pitch, though it lacks specific details on how MOCAPP makes the influencer's life easier beyond simple discovery.
Slide 4: Product - Free Search
Slide 4 showcases the user interface for brands. The search functionality is built around three pillars: "Who are the best influencers," "in [Location]," and "Niche." The example shown uses "Bucharest" as the location and "Fashion & Brands" as the niche. This reinforces the local-first strategy mentioned on the title slide. The UI appears clean and professional, mimicking a standard SaaS search dashboard.
Slide 5: Product - Public Profiles
This slide is the most data-rich in the deck. It shows a profile for "Cabral Ibacka," a Romanian actor and blogger. The profile includes:
Total Audience: 886,000 with a +0.9% growth rate. · Platform Breakdown: Facebook (497k), Instagram (86k), YouTube (4.4k), and RSS (300k). · Demographics: A gender split (55% Women / 45% Men) and a detailed age distribution chart.
This level of granularity is essential for brands to justify marketing spend and suggests MOCAPP has a robust data scraping or API integration layer.
Slide 6: The Competitive Landscape
MOCAPP lists competitors by geography. European rivals include InfluencerDB, Heepsy, and SocialBakers. Global rivals include Hypetap, Neoreach, and Webfluential. By listing these, MOCAPP acknowledges it is entering a crowded space but implies there is room for a regional specialist. However, the slide does not explain how MOCAPP beats these competitors, only that they exist.
Slide 7: Business Model and Pricing
The pricing slide reveals a three-tier SaaS model combined with transaction fees:
Free Tier: 3 months free, 100 influencers, 30% transaction fee. · Company Tier (€84/mo): 500+ influencers, PDF exports, 10% transaction fee. · Agency Tier (€230/mo): Unlimited brands/campaigns, 8-hour response time, variable fee.
The inclusion of a "Let's talk!" section for influencers suggests that while admission is free for them, there may be premium services or managed campaigns available. The high transaction fee (30%) on the free tier is a notable friction point that likely pushes users toward the €84 subscription.
Slide 8: Contact and Leadership
The final slide provided features Florin Grozea. It includes his email and LinkedIn profile. While Grozea is a known figure in the Romanian media landscape, the deck fails to mention any other team members, such as a CTO or Head of Sales. In a seed or Series A pitch, the lack of a full team slide is a significant omission.
What MOCAPP Does Well
The deck excels at identifying a specific market shift and showing a product that directly addresses it. The data visualization on Slide 5 is particularly strong; it shows that the platform isn't just a directory, but an analytics tool. The pricing model is also clearly defined, showing a path to both recurring revenue (SaaS) and transactional revenue (Marketplace fees). By focusing on the Romanian market (Bucharest), they carve out a niche where global competitors might lack deep local data.
What is Missing from the Deck
As a fundraising tool, this deck is incomplete. The most glaring omission is the Ask . There is no mention of how much money is being raised, the valuation, or what the milestones for the next 18 months look like. Furthermore, there are no Financials —no historical revenue, no CAC (Customer Acquisition Cost), and no LTV (Lifetime Value) projections. The Team slide is also insufficient, as it only highlights one person, leaving investors to wonder about the technical and operational bench strength of the company. Finally, there is no Roadmap to explain how they move from a regional player in Romania to a larger European entity.
Founder's Takeaway: Copy the Clarity, Add the Substance
Founders should emulate MOCAPP's ability to present a clean, professional UI and a clear pricing strategy. The way they categorized competition by geography is also a smart way to frame a regional advantage. However, a pitch deck must be more than a product brochure. To turn this into a successful fundraising deck, a founder would need to add at least four more slides: a comprehensive Team slide, a Traction slide (showing user growth or revenue to date), a Financial Projections slide, and a clear Investment Ask slide. Without these, the deck informs the viewer about the product but fails to make a compelling case for the business as an investment vehicle.
Frequently asked questions
- What is MOCAPP's primary value proposition for brands?
- MOCAPP aims to solve the 'banner blindness' and ad-blocking issues prevalent in traditional digital advertising. According to slide 2, 86% of consumers suffer from banner blindness. MOCAPP provides a searchable database where brands can find influencers in specific niches and locations, backed by audience data, to facilitate more trusted, direct-to-consumer marketing campaigns.
- How does MOCAPP generate revenue?
- MOCAPP uses a hybrid revenue model detailed on slide 7. It charges monthly subscription fees to companies (€84) and agencies (€230). Additionally, it takes a percentage of the transaction fee between the brand and the influencer. This fee is 30% for those on the free trial and drops to 10% for paying companies, while agencies have a 'variable fee' structure.
- What kind of data does the platform provide for influencer vetting?
- As shown on slide 5, the platform provides 'Public Profiles' that include total audience reach (e.g., 886,000), weekly growth metrics across Facebook, Instagram, YouTube, and RSS feeds, and demographic data. Specifically, it tracks gender splits (55% women / 45% men) and age brackets ranging from 13-17 to over 65 years old.
- Who are MOCAPP's main competitors according to the deck?
- Slide 6 categorizes competition into European and Global groups. European competitors include InfluencerDB (Germany), Heepsy (Spain), and SocialBakers (Czech Republic). Global competitors listed are Hypetap (Australia), Neoreach (US), and Webfluential (South Africa). This suggests MOCAPP views itself as a regional player competing against established international platforms.
- What critical information is missing from this pitch deck?
- The deck is missing several standard components required for a professional fundraise. There is no 'Ask' slide specifying the investment amount, no financial projections or historical revenue data, and no slide detailing the full team or their backgrounds. It also lacks a clear roadmap or 'Go-to-Market' strategy beyond the existing product features.
