Belua is the first search engine and advertising platform to allow users, publishers and advertisers to share opportunities & risks.

1. invest your attention

2. The first search engine and
advertising platform to
allow users, publishers and
advertisers to share
opportunities & risks.

3. PROBLEM
• Today’s world of information abundance has created a
poverty of attention.
• Users give their attention away for free! They create
value and get little in return.
• Although paid search is good at fulfilling demand
through ads, publishers get 0% of search revenues on
Google Search.
• Online ads are inefficient at creating demand. Facebook
generates only 5 clicks for every 10,000 display ads!

4. SOLUTION
Exchange
Content
Search
• Create an exchange to
monetise attention and
capitalise content.
• Rank search results and
content by balancing the
supply and demand of
attention.
• Offer an incentive to keep
results relevant

5. USERS
• We turn attention into a currency
that users earn by participating.
• Users invest the currency in content
they like or care about. In return,
they receive shares. This is done
‘automagically’ whenever they like,
follow, pin, tweet…
• Users can resell their shares for an
eventual profit at any time. They
may receive dividends and other
benefits.
• Belua’s market approach help users
perceive the value of content before
clicking on its link.
MONETISE ATTENTION
PUBLISHERS
• Belua provides a free and flexible
way to earn additional money from
websites, mobile sites, apps and
search results, without ads!
• Publishers and developers get paid
whenever newly issued shares of
links to their content are sold to
advertisers or to users.
• Opportunities and risks are shared
between users, publishers and
advertisers.
MONETISE CONTENT
ADVERTISERS
MONETISE BRAND
• Belua allows advertisers to promote
or sponsor search results and
content relevant to their brand.
• Prominence is now defined by the
market, not measured or divined.
No SEO, no PPC, no click-fraud, no
bullshit!
• Advertising is a planned investment
not a rental cost.
• If users like or enjoy what the
advertiser has to offer, they will
contribute some (if not most) of the
investment!!
AUDIENCE

6. PRODUCT

7. PRODUCT

8. TECHNOLOGY
• Our API backend is written in Go, an efficient, scalable
and productive language. We use Cloud Endpoints to
create a web backend for web clients and mobile clients
such as Android or Apple's iOS.
• Inspired by LMAX’s Disruptor, our matching engine is
built for scale, low latency and high throughput.
• Our reference html5 web app is written in Dart and
compiled as JavaScript.
• Using Google’s Compute Engine and App Engine frees
us from system admin work, load balancing, scaling,
and server maintenance.

9. MARKETING
Our API* allows us to quickly get Belua on more sites, apps and devices,
which in turn enables more users to engage directly with our product.
• Acquire social sharing sites, mobile apps and web apps as API Partners
e.g. Digg, Feedly, Foursquare, Pinterest, Vimeo, Dailymotion, Reddit, Foursquare,
Instagram, Vine, Citymapper, Tweetbot…
• Work with the digital press to help them monetise content using our API
e.g. New York Times, TechCrunch, WSJ, The Guardian, Le Point
• Offer a real-time market dashboard to advertisers and agencies for free
then release our campaign manager on top of it.
• Extension for Chrome, Safari, Firefox users
• Encourage bloggers, open source developers, curators and influencers to
implement a Belua button or an Invest your attention button to support a
cause or project.
• Push our public API to forums as a reputation and ranking system
API-DRIVEN USER ACQUISITION
* Application programming interface (API)

10. BUSINESS MODEL
• Advertisers pay to promote or sponsor content
• Belua keeps 40% of the revenue from search and 10%
from content.
• Publishers receive 60% from search and 90% from
content.
• Users get paid when they sell their shares for a profit or
when publishers decide to pay dividends.
• Freemium users pay to give themselves an edge (1-3%
of active users.)
Ref: Google pays Publishers 0% from search, 51% from site search and 68% from content

11. LEEDHAM TE KANI *
Designer
Worked at Kugutsumen.
Studied Visual Arts at QUT.
ANTHONY ZBORALSKI *
CEO / Engineer
Founder Xynexis,
Kugutsumen
Worked at IOActive.
HUBERT CHENUT
Engineer
Founder THCI. Worked at
Xynexis. Studied at Supelec
KATE PINCOTT *
Designer
Worked at Pentagram,
Barclays. Studied
Graphic Design at LCC.
MATTHIEU FOILLARD
Engineer
Worked at GEO PLC,
APARIS.
* full time on Belua
JIM GEOVEDI
Engineer
Founded Xynexis,
Noosc, Ardwort.
TEAM

12. MATT SUICHE
Founder
CloudVolumes,
MoonSols. Worked at
Airbus, Google.
GREGORY VINCENT
Founder Sponsume.
Worked at M&G.
Studied Political Economy
at Oxford and LSE.
RODOLFO ROSINI
3x VC backed
entrepreneur. Founder/
CEO at Storybricks (A.I.)
TANIS DE VOOGD
Founder/CEO at TDV,
Worked at Sur la Terre,
Studied Business Law
at Pantheon Assas, Paris
TIM GARRETT
Professor at University
of Utah, Founder
Fallgatter Technologies,
Studied at UWaterloo
and UW
[UNDISCLOSED]
GILLES BOYER
Founder, Chairman and
CEO of Global
Investment services
ADVISORS

13. MILESTONES
Q1 Now!
• Raised £600,000 at a £3M pre-money valuation —angel.co/belua
• 450,000 API Users / 5 API partners
• Complete API / Offline experiment
Q2
• API beta launch, live experiment with API partners
• Search alpha launch to all investors, friends, family
• Get user and api partner feedback and reiterate
Q3
• Search beta launch
• Experiment with target events (political elections, sport events…)
Q4
• Series A Fundraising
• Ad Campaign Beta, experiment with selected advertisers and small
businesses
• Public launch

14. COMPETITION
Google, Skimlinks, VigLink
• Affiliate revenue
• Content owners and search partners are rewarded (profit sharing)
• Users are farmed — no reward
Linkedin, Facebook, Pinterest
• Lower revenue from marketing
• Users are farmed — no reward
Klout, Kred
• Revenue from marketing
• Influencers (1st tier) are rewarded with marketing offers
• Users are farmed - no reward
TweetDAQ, Empire Avenue, Hollywood Stock Exchange
• Very niche (movies and celebrities)
• Focus on gamification and “fun” (no real value to users or marketers…)
• Adding liquidity should have been key
• Offer a web client, not an API… (except EA’s broken one)

15. RAISING
Raising £600,000
Valuation £3,000,000
Available £0
SEIS/EIS

16. Thank you
https://angel.co/belua
Anthony Zboralski <z@belua.com>
+44 77 805 92 605

17. APPENDIX A
• Digital media increased by 16% to $118B and reached a
24% market share globally in 2013.
• Paid search grew to $61.42B and is forecast to grow
17% in 2014.
• Social networks generated over $9B in 2013, showing a
growth of 58%.
• Programmatic trading will reach $12B globally this year.
Ref: MAGNA GLOBAL Advertising Forecasts: 2014
MARKET

18. APPENDIX B
SPOT THE DIFFERENCE
Monetise attentionUser
Publisher
Advertiser
Belua Monetise content
Monetise brand
Free stuffUser
Publisher
Advertiser
Google Monetise content
Promote brand
Ref: Google VPD by Tomasz Tunguz

19. APPENDIX C
BUSINESS PLAN HIGHLIGHTS