Pings First Paying Customer

There are a number of key milestones in a startup's life and getting the first paying customer is a significant one.  It demonstrates that someone in the world is willing to handover hard cash for the thing you have created. A surprising number of startups never make it this far. 

So we are super happy to announce that Hellin Lastenhoito has become our first paying customer after successful autumn trials.  Hellin Lastenhoito provides childcare services in Helsinki parks and in 2017 will also be providing indoor options. 

Pings is useful for them as the customers can easily book places, and Hellin can send out more spontaneous options, e.g. when doing their weekend pop up events. 

We very much look forward to working with Hellin Lastenhoito to further improve our offering, as although it already has sufficient value there is still much work to be done. 

Look out for a major overhaul of the Pings creation and editing options coming before Christmas.

Become a Cafe Daja Follower

Cafe Daja has become a popular cafe for quality coffee and German style bakery products. It is particularly known, however, for its brunches and Flammkuchen (think German pizza). 

So we are proud that they have become one of the Pings trial venues. 

Daja will be using Pings to let customers know when there are new or unusual specials, or significant reductions on products that will be going out of date. 

And check out their news about the expansion to the Cafe Panik in Punavouri. 

You too can become a Daja pings follower by clicking on this link (if you don't have Pings already you will be need to download the app):

https://pings.app.link/CafeDaja

Pings Venue Trials

Pings has started venue trials in Helsinki. 

The first venue is the small but popular Boom Room cafe on Iso Robba .

Boom and his staff will be using it to let their loyal customers know when some of the popular lunches like Pho soup are on. 

Most small venues don't like to publicly display discount offers, but are happy to reward and grow their loyal customer base. So one Ping offer Boom will be trying is "Bring a friend and get a coffee free". 

Follow The Boom Room in Pings right now, show it at the counter and claim a free coffee. 

If you are interested in being a trial venue please email:  info @ pings.fi

The Rise of Intent-based Marketing

Pings_the_Butler
By allowing services to better understand our habits and quirks they will be more able to extrapolate our needs and intentions – and like a good butler they will take care of us, or offer suggestions, even before we ask for help.

Serving up adverts based on our intentions is not new; when you search on Google you are often sharing an intention, e.g. the intention to buy a new car.

Also services where you input an intention (e.g. to rent a flat) and receive notifications letting you know when a potential match has been found have been around for a while.

But as smartphones become ever more contextually aware, we will start to get highly personalized and responsive adverts that are spontaneously delivered based on an understanding of our habits and intentions.

Smartphones often know your location, movements, schedules, social networks, and they also know what’s going on around you; e.g. the traffic, weather, events, festivals, etc.  This will enable them to deliver more sensitive and appropriate marketing messages that are highly personal and hyperlocal, e.g. letting you know on your way home that the local delicatessen has your favourite bread, cheese or organic roast chicken on sale.

People are getting used to giving applications more access to their data in exchange for more personalised, useful and responsive services. And even when a service doesn’t come for free, like a butler, they still need to know your habits and quirks if they are going to serve you better – as the aim of a great butler is to anticipate your needs even before you are aware of them.

One-tap intention broadcasting apps
It is already coming to the point that when we have a need, desire or problem, we can broadcast to “whomever” is qualified (filtered and rated) to help us out, be it a home errand or a builder; and they will come to us rather than us having to search for them. TaskRabbit in the US and MyBuilder in the UK are two such established service.

And Uber has already demonstrated the billion dollar opportunity this flow reversal of the everyday contracting can bring about. Is it therefore inevitable that a one-tap Uber Everything app is soon around the corner?

Planning for a future of intent-based marketing
Pings already has a rudimentary system is already in place in the beta version to learn user habits and make suggestions for a user’s next most likely activities.

Over time, as more contextual data is collected (e.g. location and traffic), the more intelligent the service will become in anticipating user situations and intentions. It will thereby give venue and shop managers an improved ability to send out spontaneous and relevant promotional opportunities, e.g. filling underused capacity at cinemas or sports centres by pinging offers at relatively short notice to users who are likely to appreciate and able to take up the offer.

With a bit of care, intent-based marketing has the potential to be highly connected to our needs and usefully integrated into our daily lives – and will give an alternative respite from the intrusive and clumsy banner ads of today.


The writer Richard von Kaufmann is Pings Chief-Make-It-Happener (aka CEO) and a founding partner at Influence Agency Zipipop Freud.