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Instagram’s next cash cow: instant Promote ads for Stories
Instagram hopes dollars from the long-tail of small businesses and social media stars can help it pull its weight in the Facebook family. A new ad type called “Promote” for Stories allows Instagram business pages to show their ephemeral slideshows to more users without doing much work. Admins can choose to auto-target users similar to their followers, people in a certain location, or use all of Instagram’s targeting parameters to inject their Story into the Stories queue of more users as an ad that can also link to business’ Instagram profile or website.
Facebook confirms to TechCrunch that Promote for Stories works similarly to Facebook’s Boost option that lets them pay to instantly show their feed posts to more users. “I can confirm that we are testing this feature globally. We don’t have an immediate timeline for 100 percent rollout, but will keep you posted” an Instagram spokesperson told me. Screenshots of Promote were first shared by social consultant Matt Navarra.
Instagram tests new Promote Stories ads. Image Credit: Matt Navarra
Instagram already has 2 million active advertisers, compared to Facebook’s 6 million. But designing and targeting ads, especially full-screen video Stories ads, can be daunting to small businesses and public figures. Promote offers an easy way to turn their existing Stories into ads.
The feature could unlock more spend at a crucial time when Facebook’s revenue growth is in massive decline. It dropped from 59 percent in Q3 2016 to 49 percent in Q3 2017 to 33 percent in Q3 2018 as it hits saturation in lucrative developed countries and runs out of News Feed space. Facebook warned Wall Street about revenue deceleration, as sharing shifts from feeds to Stories and advertisers have to adapt, but turning local merchants and influencers into paying customers could smooth that transition.
Instagram Analytics Launches In Beta
In other Instagram business news, today it launched Instagram Analytics in beta as part of Facebook Analytics. The tool goes beyond Instagram’s existing Insights tool that just counted different types of engagement with an account and its content, such as new followers, website clicks, post impressions and Story exits.
With Instagram Analytics, business accounts can track life time value and retention rates for people who do or don’t interact with their content, and create audience segments to see if people who commented on a particular post generate more value for them. They can also analyze how their Instagram audience overlaps with people who visit their site, download their app or like their Facebook Page.
The more Instagram analytics businesses have access to, the better they’ll be able to prove that their investment in the platform is paying off. Being able to see exactly how followers move through a conversion funnel will result in higher confidence in campaigns and translate into more ad and content spend.
IGTV hopes for virality with Stories previews
And there’s one final piece of Instagram news for the day. IGTV hasn’t quite blown up like Instagram Stories since launching in June, but a combination could bring some much needed attention to the app’s longer form video hub. Instagram today launched the ability to share a preview image of an IGTV video to your Instagram Story. Friends can tap through to actually watch the full video on IGTV.
Now you can share your favorite IGTV videos to your story. Tap the paper airplane at the bottom of the video you want to share. When friends see your story, they can tap the preview to watch the whole video in IGTV. pic.twitter.com/oaatUoOqZY
— Instagram (@instagram) November 1, 2018
The IGTV previews don’t actually play, they’re just a static sticker. Shazam launched its own Instagram Stories integration today that works similarly to the IGTV previews, as well as SoundCloud and Pandora’s partnerships. Shazam lets you share a preview image of a song to your Instagram Story, but to actually hear any music you have to click through to Shazam. That makes these integrations inferior to Instagram’s own native music-sharing feature that actually lets you add a soundtrack to your Stories that friends can hear as they watch.
Shazam now can share song preview images to Instagram Stories, but you have to tap through to hear anything
IGTV has also recently added a History tab that shows what you’ve recently watched. This could be helpful for getting back to your favorite clips or jumping to a new episode of a show you’re hooked on.
Facebook CEO Mark Zuckerberg said on Tuesday’s earnings call that “People really want to watch a lot of video”, and the company plans to invest more in premium Facebook Watch content. But so far, it’s niether publicly announced any deals to pay for IGTV content, nor has opened any direct monetization options to creators. With viewership taking time to grow, there just aren’t enough incentives for creators to invest in producing polished, longer-form vertical video when there’s nowhere else to put it but IGTV. Virality through these previews could convince them there’s big fan-base growth opportunities available if they stick with IGTV.
These updates show that the departure of Instagram’s co-founders hasn’t slowed down the company’s innovation. Former Facebook News Feed VP Adam Mosseri kept up a brisk pace of product launches, and now with Instagram he seems determined to keep users, creators and businesses glued to what’s quickly becoming the social giant’s premier property.
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Foursquare partners with TripAdvisor
Foursquare, the former location-based social network turned enterprise location data platform, has today announced a new partnership with TripAdvisor.
TripAdvisor will be using Foursquare’s Pilgrim SDK, launched in March 2017, to help the platform better serve users with contextually relevant, real-time information based on their location.
Alongside the 13 billion check-ins accumulated on Foursquare’s apps since inception, the company also has analytics based on a consumer panel of more than 70 million people in the U.S. — 10 million of whom have opted into always-on location sharing. This data is the same data that powers Foursquare’s own apps, like, for example, when you get a push notification with a menu tip as you sit down for dinner at a restaurant.
Pilgrim SDK and Foursquare’s other enterprise products give other apps the ability to communicate with users with contextual relevance, and that’s what TripAdvisor is looking to do through this partnership.
TripAdvisor recently launched a new app and website that focuses on social sharing and personalized recommendations. Foursquare’s Pilgrim SDK complements TripAdvisor technology, ensuring that hyper-personalized recommendations are truly accurate.
TripAdvisor reaches more than half a billion users worldwide, which significantly increases the pool of user data Foursquare can potentially access.
This comes on the heels of Foursquare’s Series F financing round, which was announced last month.
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Retail-as-a-service provider Leap raises $3M and launches first store
The past decade in retail has been the golden age of direct-to-consumer (D2C) and digitally native vertical brands (DNVBs) that use the internet to communicate with customers, execute transactions, handle distribution and offer better economics.
But as small independent startups have scaled into unicorn territory and as countless brands have saturated digital channels, customer acquisition has gotten harder and costlier. Companies are now trying to meet customers with different purchase habits by developing physical stores.
However, building an effective brick-and-mortar presence can be expensive and risky for DNVBs, requiring resources outside their core competencies. Chicago-based startup Leap is hoping to make it easier for digital brands to grow physical retail footprints without the typical risks of store development by taking care of the entire process for them.
Leap offers a full-service platform covering the complete life cycle of a brand’s brick-and-mortar launch. In addition to owning the lease and the financial commitments that come with it, Leap covers everything from staffing, experiential design, tech integration and even day-to-day operations.
(Photo by Alexander Scheuber/Getty Images)
Less than a year since its founding, Leap announced today the launch of its first store and the close of a $3 million seed round, led by Costanoa Ventures, with participation from Equal Ventures and Brand Foundry Ventures.
The debut store will act as the first Chicago location for Koio, the high-end D2C sneaker brand backed by headline-grabbing names like the Winklevoss twins, director Simon Kinberg and actor Miles Teller.
Instead of paying a monthly lease fee, along with all the other variable costs associated with operating a physical store, companies like Koio pay Leap on a percent of sales basis, effectively minimizing risk and incentivizing performance.
On top of minimizing development expense for brands, Leap believes its customer insights and intelligent logistics platform can help improve shopper engagement, increase customer traffic and drive brand lift. If the startup’s thesis proves true, brands can improve both sides of their brick-and-mortar unit economics by reducing customer acquisition costs and amplifying customer value.
At its core, Leap simplifies a DNVB’s physical retail operations into a single line item on its P&L, allowing the company to focus on brand building and supply chain rather than retail strategy, while also allowing them to scale faster.
With the latest fundraise, the company hopes to build out its team and continue new location expansion. Longer-term, Leap’s co-founders hope to build a vast network of sites that can help provide intelligence around new store development and shopper preference.
“We want to be the platform to help brands go to market in the offline space”, said co-founder Amish Tolia. “We want to help brands build direct-to-consumer relationships in local neighborhoods across the country and enable them to focus on what they’re best at. Enable them to focus on product innovation, supply chain management, great marketing and brand building.”
A glimpse into the future retail
While Leap’s value proposition is straightforward, its business model points to a bigger trend in the world of retail.
By opting to sell its software and brick-and-mortar services rather than creating its own brands, Leap effectively acts as a “retail-as-a-service” platform. The as-a-service strategy is already quietly growing in popularity in the retail space, with companies like b8ta, the Internet of Things gadget retailer, launching its hardware-oriented “Built by b8ta” platform earlier this year.
Though likely heavy in upfront capital costs, retail-as-a-service businesses don’t have the same constant concern around supply chain, manufacturing, consumer acquisition and marketing spend. And in certain pricing models based on a monthly fee or percent of square footage basis, platforms can see more stable revenues relative to pure retail startups.
From a brand perspective, DNVBs have been looking for ways to extend growth runways while minimizing the cost and uncertainty that deterred them from physical stores in the first place. The as-a-service model can make brick-and-mortar retail a much more scalable engine, possibly even cooling rising concern around bubbling consumer valuations.
As more of the young digitally born D2C giants resort to as-a-service companies to find marginal customers, we may see the rise of a new set of startups fighting to establish themselves as the platform on which brands operate.
If the last decade was defined by retail online, it’s possible that the next decade will be defined by retail-as-a-service.
And if you find yourself in Chicago, feel free to check out the Leap-enabled Koio Store at 924 W Armitage in Lincoln Park.
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Asana launches $19.99 Business tier to help managers handle multiple projects
Asana, the platform where people can create and track the progress of work projects, made its name originally as a place where individuals and smaller teams can create and track the progress of a specific project. Now, as the startup courts bigger organizations among its 50,000 paying organizations and millions of (paying and free) users globally, it is adding another tier for enterprises that are using Asana for multiple projects: Asana Business, priced at $19.99 per user, per month.
Aimed primarily at teams that have managers or executives overseeing multiple projects simultaneously — sometimes in the thousands for a single organization — the idea is that Business will have extra features to help designated people handle and triage that workload more effectively.
Asana co-founder and CEO Dustin Moskovitz
“Our role is to help leaders understand where their attention can be most useful and what to be focused on,” Dustin Moskovitz, pictured, the co-founder and CEO of Asana, said to me in an interview recently.
That focus on executives and managers is one part of the company’s bigger vision of where it sees its own place in the range of productivity tools that a business might use, alongside other areas like efficient storage (à la Dropbox, Box or another cloud-based service) or communication (e.g. Slack, Workplace, Teams, etc.).
Asana is also not alone in its category; other alternatives include Airtable, Wrike, Trello and Basecamp, another reason the company is on the path to continue innovating and finding ways to make its service more sticky.
The new Asana Business tier includes a couple of specific new tools that will differentiate it from Teams (Asana’s $9.99/user/month tier for groups of more than five) and Enterprise (the tier that you need to speak to an account manager to determine pricing). In all cases, the pricing is based on buying an annual subscription: prices are higher if you pay by the month.
The first, Portfolio, will give a manager a way of viewing what everyone in an organization is working on in Asana — a “mission control” that provides a single view of what is going on, which can be useful for figuring out more big-picture progress or to oversee a larger project that has multiple streams of work within it.
Alongside that, it’s also soon going to launch another feature in Business called Workloads, which will let managers then assign people to projects or redeploy them, based on what they are seeing progress through the Portfolios tool.
The two features, Asana hopes, will mean that organizations will not only get better insights into their current projects on the platform, but might be enticed to buy into using it for more of them. Alex Hood, the company’s head of product (who joined a year ago after many years at Intuit), noted that it’s something that companies had already been trying to address themselves to some degree. “We’ve seen customers hack solutions together,” he said. So, it seemed like time to make it into a more formal tool, Hood said.
The company’s move to add another tier to generate more revenue comes on the heels of Asana raising $75 million on a $900 million valuation earlier this year — money that Moskovitz told TechCrunch is still largely in the bank.
“We’re not yet profitable, but we’re rapidly approaching it,” he said, describing Asana to me as a “high-volume SaaS business, very efficient and very successful.” The company is not in sight of an IPO, he added, but it seems that it is just getting started on what more it might add to the platform to make it more sticky and useful to the average business user.
Key on that roadmap, Hood said, is the use of more machine learning and other artificial intelligence tools in the creation of new features — something that the company first introduced through Timeline, introduced in March, which knits together different project threads to start creating a bigger overview of what is going on.
One new feature that Asana is working on is a way to highlight when projects might not be going to plan, or that there are areas that have yet to be addressed — and then suggest ways of helping to fix things through the redeployment of people.
Another area that Asana is exploring is how to use AI to match people better to projects. Hood said that it’s now working on a system that might be able to suggest where an employee or team member might get assigned — for example, using the profile of a person that invited you into a team as an indicator of where you might be working.
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HashiCorp scores $100M investment on $1.9 billion valuation
HashiCorp, the company that has made hay developing open-source tools for managing cloud infrastructure, obviously has a pretty hefty commercial business going too. Today the company announced an enormous $100 million round on a unicorn valuation of $1.9 billion.
The round was led by IVP, whose investments include AppDynamics, Slack and Snap. Newcomer Bessemer Venture Partners joined existing investors GGV Capital, Mayfield, Redpoint Ventures and True Ventures in the round. Today’s investment brings the total raised to $179 million.
The company’s open-source tools have been downloaded 45 million times, according to data provided by the company. It has used that open-source base to fuel the business (as many have done before).
“Because practitioners choose technologies in the cloud era, we’ve taken an open source-first approach and partnered with the cloud providers to enable a common workflow for cloud adoption. Commercially, we view our responsibility as a strategic partner to the Global 2000 as they adopt hybrid and multi-cloud. This round of funding will help us accelerate our efforts,” company CEO Dave McJannet said in a statement.
To keep growing, it needs to build out its worldwide operations and that requires big bucks. In addition, as the company scales that means adding staff to beef up customer success, support and training teams. The company plans on making investments in these areas with the new funding.
HashiCorp launched in 2012. It was the brainchild of two college students, Mitchell Hashimoto and Armon Dadgar, who came up with the idea of what would become HashiCorp while they were still at the University of Washington. As I wrote in 2014 on the occasion of their $10 million Series A round:
After graduating and getting jobs, Hashimoto and Dadgar reunited in 2012 and launched HashiCorp. They decided to break their big problem down into smaller, more manageable pieces and eventually built the five open source tools currently on offer. In fact, they found as they developed each one, the community let them know about adjacent problems and they layered on each new tool to address a different need.
HashiCorp has continued to build on that early vision, layering on new tools over the years. It is not alone in building a business on top of open source and getting rewarded for their efforts. Just this morning, Neo4j, a company that built a business on top of its open-source graph database project, announced an $80 million Series E investment.
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DeepMap, a maker of HD maps for self-driving, raised at least $60M at a $450M valuation
As car and tech companies continue to make inroads on vehicles and services to build autonomous driving systems, a startup that is creating high-definition maps to help these vehicles move around has quietly picked up a significant round of funding.
DeepMap — a Palo Alto startup co-founded by James Wu and Mark Wheeler, who previously helped build maps and more at Google, Apple and Baidu — has raised a significant round of growth funding at a valuation of at least $475 million to expand its technology stack and its reach into more markets beyond its current footprint of the U.S. and China.
Founded in 2016, DeepMap has been relatively quiet since raising $25 million in 2017, but news about this round has been trickling out for the last few months. In July, the company filed papers for a $60 million Series B round. In August, it noted that Nvidia had joined the round, which by that point was “oversubscribed” but still not closed.
And today, Generation Investment Management — the VC firm that counts former Vice President Al Gore and others among its co-founders — also confirmed that it is part of that Series B, along with previous investors Andreessen Horowitz, Accel Partners and GSR Ventures, and new investor Robert Bosch Venture Capital. PitchBook notes that the round puts the valuation of DeepMap at $450 million post-money. However, with Generation added to the mix, both the size of the Series B and the valuation might be higher.
We’ve asked and Generation and DeepMap are not disclosing those details, but they have said that the investment is being made because the interests of the startup are in line with that of the VC.
“DeepMap and Generation share the deeply-held belief that autonomous vehicles will lead to environmental and social benefits,” said Wu, who is the CEO of DeepMap (Wheeler is the CTO), in a statement. “We are delighted to work with the talented team at Generation. We consider Generation to be a value-added investor, whose insights and mission-aligned network will be of great advantage as we scale, especially in Europe.”
DeepMap is not exactly in stealth mode, but it also doesn’t disclose much about what it is working on specifically, nor how the funding will be used. (But it is hiring, mostly in engineering roles, in Palo Alto and Beijing.)
Companies like Waymo are expanding their autonomous driving tests, Lyft is buying companies to help ingest more driving data more easily and just this week Baidu announced new car plans with Volvo and Ford, but there are still some crucial pieces that need to be put in place for self-driving to become a wide-scale reality, and one of them is building systems that have an accurate reading of the roads they are driving on.
HD mapping will play a key role in that regard, helping make systems more accurate with real-time localization features that respond to road types and driving conditions. DeepMap says that it provides centimeter-specific accuracy using “real-world data, not models” and the ability to incorporate 3D landmark features and full 3D environments using “true LiDAR intensity and RGB values data” for simulation tools.
While DeepMap does not detail its products on its site, one report describes its offering as including hardware tools, software solutions, field data collection services, and a service that is able to translate the self-driving fleet data that companies are now in the process of collecting “into their own personalized HD maps.” The same report claimed that DeepMap charges about $5,000 per kilometer for mapping services in the U.S.
DeepMap is also not the only company working on addressing this need for better and more accurate mapping: mapping startup Camera is also raising money to build its service; DeepMap’s investor Nvidia is also working on this problem; and lvl5 is another name we’ve also seen mentioned in this context.
The funding, and these partnerships, will likely help DeepMap cement its position on the map, so to speak, as all of these continue to grow.
“DeepMap is perfectly placed to address the imminent needs of autonomous vehicles. These vehicles will require HD maps and localization modules which are real-time, scalable, economically-viable, and machine-readable, something which DeepMap can deliver through its unique approach,” said Lilly Wollman, co-head of Generation’s Growth Equity team, in a statement. “We are very excited to partner with one of the most technically impressive and experienced teams in the industry.”
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Twitter tests homescreen button to easily switch to reverse chronological
Twitter is digging one of its most important new features out of its settings and putting it within easy reach. Twitter is now testing with a small number of iOS users a homescreen button that lets you instantly switch from its algorithmic timeline that shows the best tweets first but out of order to the old reverse chronological feed that only shows people you follow — no tweets liked by friends or other randomness.
Sometimes you want to see the latest Tweets, first. We’re testing a way for you to make it easier to switch your timeline between the latest and top Tweets. Starting today, a small number of you will see this test on iOS. pic.twitter.com/7NHLDUjrIv
— Twitter (@Twitter) October 31, 2018
Twitter had previously buried this option in its settings. In mid-September, it fixed the setting so it would only show a raw reverse chronological feed of tweets by people you follow with nothing extra added, and promised a more easily accessible design for the feature in the future. Now we have our first look at it. A little Twitter sparkle icon in the top opens a menu where you can switch between Top Tweets and Latest Tweets, plus a link to your content settings. It would be even better if it was a one-tap toggle.
Twitter’s VP of Product Kayvon Beykpour tweeted that “We want to make it easier to toggle between seeing the latest tweets the top tweets. So we’re experimenting with making this a top-level switch rather than buried in the settings. Feedback welcome.. what do you think?”
Given the backlash back in 2016 when Twitter started shifting to an algorithmically sorted timeline based on what you engaged with, many users will probably think this is great. Whether you’re trying to follow a sports game, a political debate, breaking news, or are just glued to Twitter and want the ordering to make more sense, there are plenty of reasons you might want to switch to reverse chronological.
Still, Twitter’s apprehension to make the setting too accessible makes sense. Hardcore users might prefer reverse chronological, but for most people who only open Twitter a few times per day or week, that’d mean they’d likely miss the tweets from their closest friends that could be drown out by the noise of everyone else. Twitter’s user growth rate perked up after the shift to algorithmic.
We’ve asked whether the setting reverts to the Top Tweets default when you close the app. That might be frustrating to some expert users, but could prevent novice users from accidentally getting stuck in reverse chronological and not knowing how to switch back. The company tells TechCrunch that it’s trying out several different duration options for the setting based on user inactivity to see what works best. For example, one version will revert the setting to the Top Tweets default if they’re gone for a day. That method would make sure people who’ve been inactive long enough to forget changing their timeline setting will get the default back and not end up stuck in a chronological abyss.
If Twitter gets the reversion to default situation figured out, the new button could make the service much more flexible, thereby boosting usage. You could start algorithmic in the morning or after a weekend away to see what you missed, then quickly toggle to reverse chronological if something big happens or you’ll be on it non-stop all day to get the real-time pulse of the world.
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Influencer marketing startup Mavrck raises another $5.8M
Mavrck has raised another $5.8 million in funding, bringing its total raised to $13.8 million.
When the company raised its Series A back in 2015, it was focused on helping brands work with “micro-influencers” who were already using their products. Now it describes itself as an “all-in-one” influencer marketing platform, offering a number of tools to automate and measure the process.
Last month, Mavrck announced new features for Pinterest, where it’s now an official marketing partner. It also says it’s been doing more to improve measurement and detect fraud — on the fraud side, it promises to analyze a “statistically significant sample” of an Instagram account’s followers, and of the accounts that engage with their content, to determine if they’re bots.
Customers include P&G, Godiva and PepsiCo, and the company says recurring revenue has grown 400 percent year-over-year.
“Everything that we have done at Mavrck this year has been done with the intention to drive the influencer industry forward,” said co-founder and CEO Lyle Stevens in the funding announcement. “Every new capability that we’ve introduced, every partner that we’ve started working with, every influencer behavior that we’ve tracked was part of our mission to help marketers harness the power of content that people trust to drive tangible business value for their brands.”
The new funding comes from GrandBanks Capital and Kepha Partners. A spokesperson said this isn’t a Series B, but rather additional capital raised to support increased demand and channel partnerships.
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A look at all the companies participating in 500 Startups’ 24th accelerator program
TechCrunch has an exclusive look at the companies participating in 500 Startups‘ 24th startup accelerator batch, which kicked off last week.
Through its four-month seed program, the Silicon Valley seed fund invests $150,000 in exchange for 6 percent equity. The companies below include a mix of industries from cryptocurrency to digital health to e-commerce. 500 Startups says 40 percent of the companies have a female founder, 50 percent have a black, mixed-race or Latinx founder and 31 percent are headquartered outside the U.S.
Here’s a closer look at the 22 companies, which will demo their tech to investors on February 28:
- Alba: A Santiago, Chile-based mobile marketplace for babysitters in emerging markets.
- Assemble: A Los Angeles-based digital platform for automating video content production.
- Back Office: A Palm Beach, Florida-based financial software provider focused on streamlining personal bookkeeping.
- BlockVigil: A San Francisco-based platform for building and scaling blockchain applications.
- Cambridgene: A Cambridge-based developer of clinical-genomic software for personalizing cancer therapy in hospitals.
- Celer Network: A platform for building and scaling decentralized applications.
- Crowdz: Headquartered in Sunnyvale, the blockchain-based B2B marketplace builds digitized supply chains.
- HAMAMA: A San Francisco-based provider of microgreen kits for growing healthy food at home.
- IOTW: A Hong Kong-based IoT-connected cryptocurrency mining platform.
- Kura Tech: A San Francisco-based developer of augmented reality glasses with micro-display and variable focus.
- Memoir Health: A Boston-based behavioral health startup providing physical and virtual mental wellness and substance use services.
- MessageCube: Headquartered in Sunnyvale, the company is building an integration for people to discuss and purchase shared experiences over chat.
- Ovation: A Provo, Utah-based online portal for restaurant reviews meant to help businesses measure customer experience.
- PantyProp: A New York-based seller of underwear and swimwear for women to wear while menstruating.
- Pilleve: A Winston-Salem, North Carolina-based startup using data to help care providers lower the costs associated with opioid addiction.
- Savion: A Livermore-based aviation company bringing green, long-range private jets to the middle class.
- SnapShyft: Headquartered in Indianapolis, the startup provides an on-demand labor marketplace focused on the food and beverage industry.
- Thrive Agric: An Abuja, Nigeria-based crowdfunding platform for farms and farmers in Africa.
- TripAfrique: Headquartered in Paris, the online booking platform helps travelers arrange trips to Africa.
- UTRUST: A Zurich-based cryptocurrency payments platform that offers buyers protection, instant transactions and more.
- Zeuss Tech: Headquartered in Palo Alto, the blockchain-based anti-money-laundering platform targets cash-intensive industries.
- No information is available on the final company, which is in stealth mode.
Here’s a look at 500 Startups batch 23, 22 and 21.
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Happy 10th birthday, Bitcoin!
Bitcoin turned 10 years old, a milestone for a technology that few have used and even fewer understand. Ultimately, the blockchain it wrought could be the biggest change to banking, finance and politics ever — or it could be a dud. The jury is still out, but let’s take a walk down memory lane and see just how the product grew from White Paper to world beater.
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