FLAIR GLOBAL LTD - HubSpot
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2020 | FLAIR GLOBAL LTD
Our Mission “We w a n t t o m a ke e ve r y fo o t b a l l p l aye r feel
like a pro”
For every Harry Kane, there are millions of boys and girls whose
greatest passion is playing football. For these kids, stepping onto the
pitch wearing the colours of their club means just as much as it does to
the pros.
In the pro game, countless technologies have emerged that help players
track their performances and prepare for matches. Yet in the grassroots
game, technology has stood still for decades. Players lack the tools
required to keep track of past performances, and there’s a lack of easy-
to-access information to help players prepare for upcoming matches.
At Flair, we are on a mission to make every football player feel like a pro.
We are doing this by building a community where young players have the
necessary information at their fingertips.
2020 | FLAIR GLOBAL LTD
What is Flair?
Flair is the mobile app for football players, aimed mainly at ages 10-18. Week by week, season after
season, players use Flair to keep track of their past performances, and prepare for upcoming matches.
Keep track of Past Performances
• Each player has their own Transfer Value, which rises after receiving
“praise” from teammates. This allows players to track their improvement
• Players can easily track their stats (goals, assists, appearances, clean
sheets), through posting match reports after games. Photos/videos can
also be posted and stored on the profile
Prepare for Upcoming Matches
• Teams can enter and view all the need-to-know information for their
upcoming fixture, in one easy-to-access place: fixture date/time,
opponent, who’s attending, kit colour, home or away
• Over time, Flair will help players in other aspects of match preparation
e.g. knowing the opponent’s league position, and who their star player is
2020 | FLAIR GLOBAL LTD
The Founders
Our co-founding team is united by a shared passion for football and a deep understanding of each
other.
Nii Cleland Darrell Coker Lee Gould
CEO/ Head of Product/ CTO/
Co-Founder Co-Founder Co-Founder
• Ex-Goldman Sachs • BSc Management • 15 years’
• MSc Technology from Warwick (1st development
Entrepreneurship from Class) experience
UCL (Distinction) • Rejected offers from • Ex-Senior
• BSc Economics from Amazon and Developer for
Warwick (1st Class) Accenture to co- mallowstreet, a
found Flair social network in
finance industry
2020 | FLAIR GLOBAL LTD
The Wider Team
Since Flair was co-founded in 2017, the team has grown to 6 full-time members.
We also employ a team of interns who deal with community and social media management.
Loren Godefroy Alexandre Dehaese Joseph Jacobs
Head of Design Full-Stack Developer Full-Stack Developer
• 11 years’ graphic • 13 years’ development • PhD Computer Science
design experience experience from UCL
• Ex-startup founder • MSc Software • MSc Machine Learning
(company acquired) Engineering from from UCL
• UX design at General Université de Bretagne • 1 years’ startup
Assembly Occidentale experience as full-
stack developer
2020 | FLAIR GLOBAL LTD
“We want to make
every football player
feel like a pro”
Flair’s Mission
Traction to-date
Grown active userbase from an average of 400 MAUs last season to a peak of over 8000
MAUs this season.
Consistently ranked in top 50 of the App Store with almost no spend on marketing,
peaking as high as number 10
Highly engaged userbase, with 33% of weekly active users sending praise each week,
and 30% creating at least 1 post
Over 50k followers across our main and regional Instagram accounts
2020 | FLAIR GLOBAL LTD
Our Impact
Flair has already made a meaningful difference in the lives of our young community, across
several dimensions:
A Sense of Belonging
We ensure young people focus on what makes them similar, instead of what makes them different. By connecting our young
community over their shared passion for football, Flair has brought kids closer to their teammates, schoolmates and
leaguemates – Flair has also led to entirely new friendships being formed.
An Improvement in Confidence
Many players have mentioned how being part of the Flair community and having a profile on the app has made them more
confident players on the pitch, by boosting their sense of worth and self-esteem.
Increased Participation
On a number of occasions, we have seen kids join the Flair community (by following our Instagram or downloading the app)
and subsequently go on to join a team because they've been inspired by other players. As we scale the community, we expect
to see this pattern magnify.
2020 | FLAIR GLOBAL LTD
Testimonials
We continue to see strong evidence of our effect on our community’s lives, with users regularly
and autonomously reaching out to us to tell us of how appreciative they are of what we’ve built.
2020 | FLAIR GLOBAL LTD
Growth Strategy
Word of Mouth
Flair is designed to have network effects, improving as more players join, giving an incentive to spread the word . Word of
mouth is also driven by the Flair community, with hyper-engaged brand evangelists who promote us of their own accord.
Marketing
Currently, we spend almost no money on marketing. With the money raised from this round, we plan to hire a growth
marketing manager with experience marketing to Gen-Z. Their role will be to drive down our marketing cost per install.
Sponsorships
We will sponsor a number of partner clubs and players. This will help us achieve our dual objective of growing our
community and supporting the grassroots game by investing back into it.
Partnerships
We plan to work closely with key stakeholders in football. As we work with each stakeholder, we will leverage their networks
to spread the word about Flair.
2020 | FLAIR GLOBAL LTDThe Playing Field (Market)
Our vision is to become the global, digital brand for the next generation of sportspeople.
Our initial target market is the UK – currently
3.2 million boys and girls aged 5-21 play football
each week, and participation is growing year-on-
year. Over time, we plan to build a platform that is
also valuable to the remaining 1.7 million boys and
girls in the UK who play football less frequently.
However, in the future our goal is to expand
overseas and eventually to other sports. The
USA is one of many candidates for growth – youth
sports is currently a $15.5 billion dollar market in
the USA, and participation in soccer is 30 times
higher now than it was just 40 years ago.
2020 | FLAIR GLOBAL LTD265 M 60 %
football players worldwide under the age of 18
2020 | FLAIR GLOBAL LTDBusiness Model
Flair’s ultimate aim is to build a platform that connects football players with key stakeholders
in the football industry, providing a meaningful value-exchange for all involved parties.
Premium
The first way we will commercialise our platform will be a premium tier for ‘power users’, as this can be introduced without a
great deal of scale (as seen in other social sporting apps like Strava, Fishbrain and VPAR). This offering will centre around the 2
key ‘jobs’ that Flair helps player achieve, and may include the ability to: view performance analytics through integration with
wearable providers, view curated training programmes provided by professional coaches, and receive discounts on football
gear by partnering with retailers.
We have already begun the first steps of building out this revenue stream by researching the current digital spending habits of
our community and meeting with brands e.g. Nike, Adidas & Kitlocker. Using the proceeds of the round, our next step is to hire
a business development manager to continue these conversations. We will launch our premium offering by the end of this year.
Other revenue streams will appear once we start integrating with stakeholders in the football
industry e.g. building an interface for pro clubs to engage with their fanbase.
2020 | FLAIR GLOBAL LTDFlair’s Ecosystem
Once we have aggregated a substantial number of players onto our platform, there are a
number of stakeholders in the football industry who will want access to our userbase:
This ecosystem will also replicable when Flair branches out to other team sports.
2020 | FLAIR GLOBAL LTDProduct Roadmap
Introduction of Flair Trivia section
Due to the coronavirus, the youth football season is ending 3 months early. This is a clear challenge. But we also see this as a
huge opportunity - kids are likely to be extremely bored over the coming months, with no football to play or watch, cancelled
summer holidays, restricted time spent outdoors with friends, and reduced time spent at school.
To help kids manage their boredom, we will introduce a games section on the app, where players can answer football-related
trivia questions, and challenge friends and teammates to beat their score. We have already tested trivia questions as a way of
engaging our community on Instagram, and it has proven to be something that the kids thoroughly enjoy. We initially planned
on introducing the section at the start of summer in time for the end of the season, but the cancellation of games has
accelerated our plans.
Simplification of the user experience
By the end of Q2, we'll have a better sense of how effective Flair's Trivia section has been. Q3 will be spent simplifying the user
experience on Flair, making sure the most engaging sections of the app are front-and-centre by the start of the season in mid-
September.
2020 | FLAIR GLOBAL LTDThe Playing Field (Competition)
Des cr i p t i o n Founded Geography
Tonsser S o ci al N e t w o r k for 2013 France, Swi tze rl an d , Norway, Ge rm an y ,
Players Denmark, Sweden, U K
Tonsser is the most established app aimed at young
football players in Europe. However, they have
positioned themselves as a performance app, where
players compete for the attention of scouts.
They target more serious players who aim to play
professionally - a much narrower market. Following a
Series A in 2018, Tonsser launched on the UK App
Stores in December 2018 - but they are yet to gain a
foothold in the market and have no presence at all in
the US – the biggest youth sports market in the world.
2020 | FLAIR GLOBAL LTDInvestment Round
Flair has raised £750,000 to-date. We have already secured the support of several notable investors, including former
Premier League manager, Chris Hughton, goHenry CEO, Alex Zivoder and the Head of Microsoft Asia, Ahmed Mazhari. We
were also the winners of the £10,000 UCL New Venture award for being the best startup coming out of the university.
Flair recently launched a round of up to £1m. Thus far, £190,000 has been committed from existing and new investors at a
£4.5m pre-money valuation (with EIS advanced assurance). We are also exploring other funding routes such as grants and
donations. The funding will be used to help Flair continue to deliver value over the next year as we navigate through the
current coronavirus pandemic.
2020 | FLAIR GLOBAL LTDThe Advisors
Flair has set up an advisory board to help us navigate key decisions in our journey.
Aisha Hughton John Rainey Simone Ishikawa
PR Advisor Product Advisor Fundraising Advisor
• 7 years experience as • Product manager with • 15 years investment
a Football Planner at 15+ years’ experience banking experience at
Sky Sports • Previously Head of JP Morgan, Morgan
• Currently CEO at Best Product at Yakatak, Stanley and Goldman
of Africa Awards one of the leading Sachs.
football-fan social • Board member of a
networks number of start-ups in
London
2020 | FLAIR GLOBAL LTDThank you
Flair Global Ltd.
103c Camley St, Kings Cross,
London N1C 4PF
+44 (0)7885 984 237
www.flairfootball.com
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