Having just completed a successful soft launch and built very good traction from their beta testers, action sports community platform Lets Live is almost ready to go live with version two.
The mobile driven platform is a central hub for over 50 different types of action sports which allows people to find events, friends, spots and places to shop.
All trialled with no marketing dollars spent, this word of mouth, organic growth gives a little indication of the potential of a community-driven platform.
Sean Manwarring is the company’s founder and we got some insights from him just after his presentation at QST Fast-Track Melbourne.
Is it fair to say that it is the community that is at the heart of the platform and will be a key driver of its growth?
Sean Manwarring: “I love any questions like this that involve the community, because I’ve been doing these sports since I was four-years-old, so it has always run deep in my core. Absolutely, the communal aspect is so deeply embedded in this industry, so it was only right to mirror the platform around that as well. We are utilising this trait and allowing the community to, in a sense, build a central form of resource, together, and that has really amplified the growth. And the cross-over between these sports is absolutely massive, and that’s why we decided the target the whole industry, rather than just one or two sports.”
As it’s a unique community, how are you going to get them away from Facebook and onto your platform, what is that value proposition?
SM: “I think we can all agree that some of the leading social platforms such as Facebook, have now become way too saturated with irrelevant content, not really giving the users what they want to see. So, by us providing the level of detail that is needed by these sports, while keeping the sports somewhat segmented, allows us to give the users exactly what they want to see in a more personalised way. I think we are beginning to see this shift towards niche targeted platforms in all industries, not just sports. The majority of the content and information on our platform, they would never find on Facebook, especially to the level of detail that we offer. Judging from the feedback we have received, the users love Lets Live because it feels like it was built just for them, which is really special. The users instantly see the value over Facebook.”
How will the platform and company derive revenue?
SM: “Ah yes, the secret salsa. We have upwards of nine different forms of monetisation to explore as the userbase grows and some of the tech improves, some probably won’t work, but we are sure the main ones will. Initially, we will be focusing on a good old freemium model for the end users, and also a separate freemium model for the commercial side of the marketplace. I have always known that a lot of the sporting stores around Australia are family run, and they don’t have the time money or experience to run ad campaigns on existing social platforms, and we house a huge amount of their target market, so we could bridge that gap through a very automated process, giving them time to focus on their business and community whilst still reaching more people. It was a perfect fit, and has gotten a lot of interest from that segment in the market.”
Can you scale beyond Australia very easily? What does it look like to you?
SM: “We want to scale globally when the time is right of course. Australia was the perfect market to focus on initially to validate what we’re doing and the problems we’re solving. It’s tough to say if it will be ‘easy,’ I personally think It will be alright, because if we are happy with the outcome in Australia, the characteristics of the industry are much the same globally, so tapping in to much bigger market segments is just repeating the already proven process. We have a lot of support behind us for when we do decide to scale, the timing is everything though.”
That fits into the final question about milestones, what milestones have you set?
SM: “Yeah a big one is definitely taking the platform global, that will be good fun. As for other milestones, securing another round of capital is on the list, so any investors wanting to become billionaires, don’t hesitate to reach out!
“We have some very highly requested features currently getting built, so getting them finished is something we are really excited for. But on a more personal level, the main milestone for Lets Live, and me especially, is to sit back and know we have made a serious impact on reducing the barrier to entry to these sports. It is the most amazing feeling getting messages from some kids or their parents, explaining how they went and did one of these sports for the first time and now they are hooked, because of the help from the Lets Live platform. That really is why this all started and has brought me to tears more than a few times.”
Interview produced in collaboration with Qatar Sports Tech.