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JAFA (Just A Fan's Analysis)

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JAFA makes it simpler for sports fans to engage and easier for brands to understand and reach them

113%
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Funded 21 Jan 2020
£230,001 target
£261,499 from 274 investors
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Business overview

Location Milton Keynes, United Kingdom
Social media
Website jafaapp.com
Sectors Entertainment Digital Mixed B2B/B2C
Company number 10334837
Incorporation date 18 Aug 2016
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Investment summary

Type Equity
Valuation (pre-money) £2M
Equity offered 11.53%
Tax relief

EIS

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Business highlights

  • Multi-award winning business and team
  • 20k+ downloads with users spending over 7 mins a day on JAFA
  • World Leading Investors & Advisors across, Sports, Tech & Media.
  • Named in TechRound Top 100 start-ups
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Key features

  • Secondary Market
  • Nominee investment min. £11.28 +

Idea

Introduction

At JAFA our mission is to become:
- The go-to-place for fans to debate, discuss and analyse all things football.
- The leading insights provider for businesses regarding sports fans.

JAFA makes it simpler for fans to interact with each other and helps businesses to target, reach and understand them.

We put football back in the hands of the fans by giving them our mobile app. Here, they have a space to debate the hottest topics, earn awards, answer polls and more! Providing the latest news from top sources in easy-to-read bite-sized chunks. Crucially, we personalise the whole experience automatically through our algorithms.

JAFA provides businesses with the ability to target and reach fans through our in-house technology. Moreover, we allow them to better understand fans through data. We understand how fans operate and allow brands to unlock the mind-set of fans.

Please note that any discounts, rewards and/or offers listed by a company in its campaign are subject to the terms and conditions applied by that company and listed above. It is the company’s responsibility to honour such discounts, rewards and/or offers and Seedrs does not take any responsibility for them.

The multi-award winning JAFA has built the technology and secured the core team. Backed by world leading investors and working with some of the biggest brands in the food & beverage and sporting entertainment industries. The infrastructure is in place for JAFA to scale into a heavyweight in the ever growing sports-media industry.

Intended impact

JAFA was born out of an MBA programme and we saw a clear gap in the ever-growing sports media industry. Not only were fans changing how they interact with sports online, but their opinions were lost amongst the noise of social media. Moreover, the audience was fragmenting to different channels. This made it increasingly difficult for brands and organisations to target & reach those fans. Fan engagement was changing and JAFA was designed to be a fan first business at heart. The market was changing rapidly at over £22B per year and brands were increasingly looking to make those pounds count. With fans actively seeking to break out of the echo chambers and looking for personalised experiences JAFA was designed with them at heart whilst assisting brands and businesses better understand fans through data.

Substantial accomplishments to date

We’ve been busy but really are just getting started. In just over two years we’ve come from just a piece of paper to achieve a fair bit;

· Winner and Finalists for multiple awards for both the team and the business

· Dan Bedi (JAFA CEO & Co-Founder) named as Sports Industry Next Gen 30u30

· Built the technology and launched this summer on iOS and Android

· Achieved over 20k+ UK downloads

· Users spend on average over 7 mins per day on the app

· 4.7* App Store & 4.5* Android Store ratings

· Worked with some of the biggest brands in the industry

· Built an amazing team with over 6 full-time staff and several more part-time staff

· Secured investment from Top Talent within the Sports, Tech & Media industries

· Named in TechRounds Top 100 startups to watch

Our goals are to really kick the business forwards. We have substantial plans for growing not only the JAFA App but leveraging our brand partnerships to really accelerate growth ahead of the Euro championships in the summer.

Monetisation strategy

Once scaled, we plan for our main sources of revenue to be driven from data/insights and working with brands B2B. We leverage the knowledge we have internally at JAFA supplemented with external data to deliver unique insights to brands & organisations. We have several products and services we provide to brands.

On the app we have built an in-house targeted advertising system which allows brands to target and reach fans. Given the new features we are planning there are several possible sponsorship opportunities too. We plan to integrate programmatic advertising too in-line with our gamification revamp. We want to ensure this doesn’t negatively impact user experience and to ensure we are always fan-first!

To date we have been working with our brand partners around case-studies and small affiliate work to ensure the technology is working as designed and can scale. In terms of target clients anybody who wants to speak with sports fans is our ideal client.

Use of proceeds

100% of the investment will be used to scale the business. We have new features the team want to build and the team are in place to build these out. Marketing and growing the userbase of the app is a key focus too.

We are keen to implement our user acquisition strategy as well as build out our amazing team. There are several killer features we are aiming to build out.

Key Information

The company has the following outstanding loans:

£83,709.00 Directors' loan from Dan Bedi & James Owen at an interest rate of 0% per annum. The loan is to be repaid when the investors and management team deem the business is at a state of stability to be withdrawn.

The funds raised from this investment round will not be used to repay these loans.

Euro 2020 Semi Finals Tickets Competition:

In regards to the competition to win 2x Euro Semi Finals Tickets, this draw applies to the first 250 investors through the platform. The winner of the competition will be announced within 30 days of hitting the 250 investor mark. Entrants are not restricted by geography, providing they are able to invest through the platform. The competition is administered by The Fan Area Ltd, Seebeck House 1 Seebeck Place, Knowlhill, Milton Keynes, Buckinghamshire, United Kingdom, MK5 8FR

Campaign Video:

Campaign Video 2.37 -2.39: Several logos appear on screen, here is each business/institution's relationship to JAFA:

Award wins:
TechRounds Top 100 Startups (83)
Sport Industry Next Gen (Awarded to Dan Bedi for his work on JAFA)

Award Finalists:
Pitch@Palace 2018
National SME Business Awards
Best New Business Award 2018 - Best Enterprising Business

Exclusive Invitations:
Natwest Business Accelerator

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If you successfully purchase a share lot of this business, you will be granted access.

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Only shareholders can access this page

If you successfully purchase a share lot of this business, you will be granted access.

Buy shares

Only shareholders can access this page

If you successfully purchase a share lot of this business, you will be granted access.

Buy shares

Only shareholders can access this page

If you successfully purchase a share lot of this business, you will be granted access.

Buy shares

Investing involves risks, including loss of capital, illiquidity, lack of dividends and dilution, and should be done only as part of a diversified portfolio. Please read the Risk Warnings before investing. Investments should only be made by investors who understand these risks. Tax treatment depends on individual circumstances and is subject to change in future.

This campaign for JAFA (Just A Fan's Analysis) has been approved by Seedrs Limited (trading as Republic Europe) ("Republic Europe", "us" or "we"), as of 5 December 2019 as a financial promotion. Republic Europe is authorised and regulated by the Financial Conduct Authority with firm reference number 550317. In approving this campaign, Republic Europe has concluded that the information, taken as a whole, is "fair, clear and not misleading." This means that for factual statements we have reviewed evidence of their accuracy, and that for aspirational statements we believe they are phrased appropriately in light of their speculative nature. You should note that in the case of factual statements, the evidence we review is provided by the business, and we do not audit it, which means that we may not be able to identify forged or altered evidence. You should further note that in the case of aspirational statements, the nature of the type of businesses presented on the Republic Europe platform is such that they are likely to have high ambitions, and we may approve statements that convey those ambitions even where we do not believe, or we do not have a view on whether it is likely, that they will be fully realised. The pre-money valuation and investment sought in the campaign are those set by the business: they are not reviewed or established by us, and the valuation is not an independent view of what the business is worth. Given the nature and type of businesses presented on the Republic Europe platform, it is possible that the business has very little cash remaining prior to receiving this investment, and the investment sought may be necessary for the business's on-going existence.

Republic Europe does not make investment recommendations to you. No communications from Republic Europe, through this website or any other medium, should be construed as an investment recommendation. Further, nothing on this website shall be considered an offer to sell, or a solicitation of an offer to buy, any security to any person in any jurisdiction to whom or in which such offer, solicitation or sale is unlawful. Republic Europe does not provide legal, financial or tax advice of any kind. If you have any questions with respect to legal, financial or tax matters relevant to your interactions with Republic Europe, you should consult a professional adviser.

Tax Relief (SEIS)

This business is eligible for SEIS relief - providing qualifying investors with income tax relief of 50% of their investment and certain other tax reliefs. Tax treatment depends on individual circumstances and is subject to change in future. Click to learn more.

Tax Relief (EIS)

This business is eligible for EIS relief - providing qualifying investors with income tax relief of 30% of their investment and certain other tax reliefs. Tax treatment depends on individual circumstances and is subject to change in future. Click to learn more.

Valuation (pre-money)

Valuation rounded from £2,006,637

This is the fully-diluted pre-money valuation of the business (i.e. before the new investment comes in and including issued options and other equity interests). In contrast, the post-money valuation is based on inclusion of the new investment in the value.

It is calculated as the pre-money valuation plus the amount of new investment. e.g. If Company A is ascribed a pre-money valuation of £1,200,000 by prospective investors investing £300,000, its post-money valuation is £1,500,000.

The investee business is responsible for setting its own valuation, it has not been prescribed by Seedrs.

Pitch type

Investing in a regular equity campaign is the simplest and most common way to invest in a startup. You decide which business you want to invest in, and if the campaign hits its funding target then you will become one of their shareholders. As the company becomes more valuable, so do your shares; allowing you the opportunity to share in the future success of the business.

Learn more about pitch type on Seedrs

Equity Offered

The equity offered is the percentage of the company’s shares being issued in return for the amount of investment raised.

When the amount raised is less than 100%, the equity offered is based on the target raise. Once the company has raised over 100% it is based on the total raised.

In some scenarios, entrepreneurs may accept additional direct investment after closing their Seedrs campaign. Provided this is within 6 months of the closing and on the same terms, we do not typically offer pre-emption rights on that extra investment (where you have the opportunity to invest again to maintain your percentage shareholding).

Learn more about investing and pre-emption rights.

Nominee investment

This shows if you are able to choose, when making an investment, that you be represented by, and your shareholding be managed by, the Nominee investment.

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Custodian

If you invest in this Campaign, Seedrs will act as Custodian rather than provide our standard nominee service. This is due to the fact that the business is not directly involved in the share sale and Seedrs will not benefit from any rights under a shareholder agreement. As a result, Seedrs will handle administrative tasks as we do normally, but you will not have information or voting rights, updates from the business, preemption on future fundraising, or ongoing support about business trading activity.

Learn more about Custodian here

Secondary market

This shows if the business has opted-in or opted-out of allowing its shares to be bought and sold on the secondary market.

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Direct investment

This is an option to invest and hold shares 'directly' in the company (rather than via the Nominee investment). This option is only available to those investing over the threshold amount, which is determined by the fundraising company.

If you choose to hold your shares directly, you will be responsible for any contractual or administrative arrangements with the company you are investing in.

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Payment options

We are not able to accept card payments for investments into this sector. You can pay for your investment by creating a bank transfer, using funds in your investment account or create a Pay by Bank payment. Your investment will only be completed once the funds have reached our account.

Business Involvement

This Campaign offers shares for sale in business that is not directly involved in this Campaign or the sale. As a result, the Campaign and post-investment experience, including investor rights, will differ from a business-led campaign on Seedrs. Most notably, the business will not engage with investors in the discussion forums both during and after the sale or provide any updates to investors.

Learn more here

Payment options

We are not able to accept Pay by Bank payments for investments into this sector. You can pay for your investment with a card payment, by creating a bank transfer or by using funds in your investment account. Your investment will only be completed once the funds have reached our account.

Drawdowns

This campaign offers the ability to pay for an investment by drawdowns.

Security Token

A security token is a digital asset that represents ownership or other rights. It is a digital form of traditional investments. In the future, you may be able to trade your investment through compatible exchanges.

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