Sunroom Launch

jpeg) The creator app where women make money KEY TIMELINE Gather 150+ committed first creators. Must be diverse in terms of thought, industry, ethnicity and from the future top 4 markets; - US (60) - AU (50) - UK (30) - Canada (10) Provide the first 150 with creator briefs, inspo, ideas to get them thinking about what kind of content could be put on Sunroom. Cont. through early Jan. JANUARY 2021 By 15th Jan Alpha ready for trusted friends, investors, creators. FEBRUARY 2021 26th March 100+ creators given access to the app in beta to pre- populate their content and familiarise themselves with the app.

On 21st April, creators are able to exclusively invite their audiences on to Sunroom to subscribe to their premium network. This period is called the hum where we try to trigger word of mouth, curiosity and creator applications. MARCH 2021 20th April, soft launch event in either Sydney. Invite press, partners, creators have the event exude the brand look/feel and tone of voice. Goal - FOMO. Begin to drive the demand side up at the exact moment the first 100 creators push their own audience to the product. APRIL 2021 Hire a consultant and/or PR agency on small retainer in AU to keep momentum going.

This would include; - Managing ongoing press ops - Being a local contact on the ground. - Hosting small events. - Continuing to recruit and assist with creator onboarding in the market. APRIL 2021 MAY 2021 Take key learnings and successes from soft launch in AU and begin to replicate/refine/optimis e the product offering, messaging, onboarding etc. MAY 2021 Community Marketing; We begin to diversify our creator pool, hiring community marketers to begin college marketing and recruitment We take key learnings from the ROI on certain categories, creators, industries and hone in on recruiting more of those creators..

JUNE 2021 Larger launch event in USA. By this point, aim to have one huge A lister on the product and to attend/drive more press awareness in the USA. JULY 2021. 21st April onwards in other markets like; - Canada - US - UK Top creators in each market g. Paige in the US to host dinner (restrictions permitting) or small scale get together with their network encouraging creator applications and user sign ups. *goal* to carry on the social traction from AU, to see if AU can set the bar and begin FOMO internationally.

KEY TIMELINE KEY MESSAGES - PR Sunroom is the creator app where women make money. It is a subscription based product for creators to monetise their content. Built with creator needs first, the platform delivers premium content and elevated connection between creators and their most loyal followers. Sunroom is a product rooted in comfort, trust and safety. Many social networks have become so enormous that creators are finding it increasingly challenging to confidently put their authentic selves online. We want to encourage that within micro communities on a premium product. At Sunroom it is our mission to empower creators to produce fun, safe, creative, content and be financially empowered.

Sunroom is built with the creator's needs first - a place for them to share premium content, confidently, intimately - and be paid for it. Sunroom is a women founded social network, co-founded by three women - Lucy Mort Chief Executive Officer, Ellie Day Chief Technology Officer, and Michelle Battersby Chief Marketing Officer. All three women have extraordinary pedigree in the tech space - Lucy was lead designer at dating app Hinge, Ellie is a former engineer with Atlassian and Michelle is formerly of Bumble Our aim is for Sunroom to be a space where creators can be themselves and make money without judgement.

What that content is, is entirely up to the individual - we’re here to support all women in that journey. Our aim is for Sunroom to be a space where creators can be their authentic selves. Where they can confidently create content, away from the trolling, censorship and judgement that often comes from putting yourself out there online. We will have block and report features as well as anti-screenshot technology and the ability to show your content to only those who've subscribed to it. Creators can be absolutely assured their content is in front of those it was intended for.

At Sunroom, we're prioritising women/non-binary creators as we believe it's women who often come up against the most criticism for putting themselves out there online. We want women to feel like their femininity is their super power, not something that should be judged and monitored. This led us to make more liberal decisions around how we moderate content and is a conversation we're proud to own. Sunroom is a place where we change the power dynamics of the creator economy, simply we are a place creators can generate revenue. Sunroom will be an app that connects content creators with their audience, via monthly subscriptions, pay per view content and 1 to 1 interactions.

This means creators can offer paid interactions via their DM’s such as messaging, video calls, custom photos, custom videos etc. The app supports stills, videos, blogs, audio and will soon launch a live function. Sunroom is a new network. A clean slate. No assumptions. SOCIAL MEDIA FOCUS - PHASE 1 IF WOMEN RAN SOCIAL MEDIA NO SHADE ON SUNROOM OBJECTIVE: THIS CONCEPT WILL FEATURE GRABS FROM UPCOMING CREATORS ABOUT THE MOMENTS THAT MADE THEM WANT TO LEAVE SOCIAL MEDIA ACROSS TROLLING, BODY POLICING, MODERATION AND JUDGEMENT. HOW: A select number of Founding Creators and Advisors will put forward an impact statement regarding a moment that stands out to them.

Michelle to source, Kate to refine. GOAL: Begin to tease out the look/feel of the brand and the mission. Drive awareness of the Sunroom name as well as build our online following via organic shares/curiosity. Each creator will be quoted and encouraged to share their tile. EXAMPLE: “I recently uploaded a photo of myself in which I felt really happy and confident in my body, but within hours the social media platform I posted it on had taken it down for ‘violating community guidelines’ – even though I was just wearing a regular bikini. I couldn’t understand why social media considered my body to be

” #NoShadeOnSunroom OBJECTIVE: HERO THE FACT THAT WE ARE WOMEN LED. ASK A QUESTION FEW BEFORE US HAVE BEEN ABLE TO ASK. HOW: "What would social media look like if women ran it? OR "What would online networks look like if they were ran by women?" OR "What about a new way to connect, one led by women?" GOAL: Highlight our feminist values, show first hand we are built by women, for women. Get our community thinking, hear from both sides what they need. Champion the brand via our stories/twitter to begin to create a buzz.

EXAMPLE: We could ask it on our page, and we could also ask our creators to propose this question to their followers via a question box to maximise engagement, then share the best responses and tag Sunroom, so that we can share the responses on our Stories too. We will then take those responses, design them and then post them on our page as a series of tiles so that we are maximising the messaging. NO SHADE ON SUNROOM - OBJECTIVE 1 3 x IG Tiles 1 x Story asset to ask our community the same question and submit via the question box - share for viralbility Templates available for us to pull in any of the most thought provoking submissions from our community.

OBJECTIVE: THIS CONCEPT WILL FEATURE GRABS FROM UPCOMING CREATORS ABOUT THE MOMENTS THAT MADE THEM WANT TO LEAVE SOCIAL MEDIA ACROSS TROLLING, BODY POLICING, MODERATION AND JUDGEMENT. HOW: A select number of Founding Creators and Advisors will put forward an impact statement regarding a moment that stands out to them. Michelle to source, Kate to refine. GOAL: Begin to tease out the look/feel of the brand and the mission. Drive awareness of the Sunroom name as well as build our online following via organic shares/curiosity. Each creator will be quoted and encouraged to share their tile.

EXAMPLE: “I recently uploaded a photo of myself in which I felt really happy and confident in my body, but within hours the social media platform I posted it on had taken it down for ‘violating community guidelines’ – even though I was just wearing a regular bikini. I couldn’t understand why social media considered my body to be ” #NoShadeOnSunroom PLATFORMS: Instagram --> Grid, Stories. Twitter --> A single question and ask people to engage with the post. DELIVERABLES: DEADLINE: Michelle to approve template by 24 March. Mihelle to have sent quotes for Kate to re-work by 26 March.

Post's ready to go by 30 March (AEDT) IF WOMEN RAN SOCIAL MEDIA - OBJECTIVE 2 IG story assets to ask the question "what would social media feel like if it was run by women?" appropriate for use by creators too. Ask our community to submit via the question box - share for viralbility 2 x IG grid posts with stand out responses which align to the brand. OBJECTIVE: HERO THE FACT THAT WE ARE WOMEN LED. ASK A QUESTION FEW BEFORE US HAVE BEEN ABLE TO ASK. HOW: Ask the question via our social media channels "What would social media look like if women ran it?

OR "What would online networks look like if they were ran by women?" OR "What about a new way to connect, one led by women?" GOAL: Highlight our feminist values, show first hand we are built by women, for women. Get our community thinking, hear from both sides what they need. Champion the brand via our stories/twitter to begin to create a buzz. EXAMPLE: We could ask it on our page, and we could also ask our creators to propose this question to their followers via a question box to maximise engagement, then share the best responses and tag Sunroom, so that we can share the responses on our Stories too.

We will then take those responses, design them and then post them on our page as a series of tiles so that we are maximising the messaging. PLATFORMS: Instagram --> Grid, Stories. Twitter --> A single question and ask people to engage with the post. DELIVERABLES: DEADLINE: Monday 5th AEDT SOCIAL MEDIA FOCUS - PHASE 2 SEE YOU ON SUNROOM FUN IN THE SUN Ethical feeds. No more surprise of the ex, no more comparissons, curate your own feed. NO SURPRISE OF THE EX - ETHICAL FEEDS Where the price is right AND WORTHY The creator space has been dominated by women who so often are creating and educating for free.

This feeds into ethical feeds but we believe it's time to legitimise creating. We're built by women, so we're here to protect women. No screenshots on Sunroom. SPF Financial indepentance - it's heating up on Sunroom. OBJECTIVE: BEGIN TO SHOW CONSUMERS WHAT THEY CAN EXPECT. DROP HINTS, BEGIN TO EDUCATE, BEGIN TO BUILD HYPE. HOW: Focusing on the elements of the product we know are sticking. What we are hearing is what women want and why this is worthy new way to engage with your favrouite creators. Why Sunroom should be your new destination. 1.

2. 3. 4. GOAL: Start by speaking to the USP and highlighting our core differentiators Talking to this, but not specifically showing the product at this stage. OBJECTIVE: THIS WILL BEGIN TO DIVE MORE INTO WHAT THE PRODUCT LOOKS LIKE AND HOW IT WILL BE USED BY THE PUBLIC. This will mainly exist to drive understanding about what Sunroom is, how it works, what kind of content people can expect to see on there, etc. in the lead up to the launch. With each new bit of information to media that we release, we can collate the new information into an infographic tile that shares a little more about what Sunroom will be as a finished product.

This way our followers will be educated and informed when the app launches, and there will also be a sort of mini-guidebook for all the new users that will no doubt pop up with questions once awareness explodes come launch week. HOW: 3 holding images of the rotating Sunroom illustration, counting down 3, 2, 1. Informational videos, how-to's, FAQs in highlights. FUN IN THE SUN - OBJECTIVE 3 Ethical feeds. No more surprise of the ex, no more comparissons, curate your own feed. Creators deserve to be compensated. Where the price is right. The creator space has been dominated by women who so often are creating and educating for free.

This feeds into ethical feeds but we believe it's time to legitimise creating. We're built by women, so we're here to protect women. No screenshots on Sunroom. No Sunburn on Sunroom. SPF "Safety Protection Features" Financial independence - it's heating up on Sunroom. Making your own money - that's hot. How can we re-phrase this to lend it's self more to Gen Z and their openness about what they want, what they have, women becoming better at asking and taking? 4 x IG grid posts, one for each feature. Carry this over into highlights but add one video which shows the part of the app we are speaking to.

g. for SPF we will also need a story asset for highlights which shows there is no screenshotting on Sunroom (these highlights wouldn't be added until launch). OBJECTIVE: BEGIN TO SHOW CONSUMERS WHAT THEY CAN EXPECT. DROP HINTS, BEGIN TO EDUCATE, BEGIN TO BUILD HYPE. HOW: Focusing on the elements of the product we know are sticking. What we are hearing is what women want and why this is worthy new way to engage with your favrouite creators. Why Sunroom should be your new destination. GOAL: Start by speaking to the USP and highlighting our core differentiators Talking to this, but not specifically showing the product at this stage.

PLATFORMS: Instagram --> Grid, Stories, highlights. DELIVERABLES: Total 4 x grid posts, with 1 supporting highlight asset each. DEADLINE: Thursday 8th AEDT for grid 20th AEDT for Highlights SEE YOU ON SUNROOM - OBJECTIVE 4 3 x IG grid posts to remain on top of feed as holding type graphics as we approach the Big Bang. Highlights on "Fun in the Sun" USP moments to be added to our profile. OBJECTIVE: TO ENSURE BY LAUNCH, IF A CONSUMER NAVIGATES TO OUR IG/WEBSITE ETC. THERE IS ENOUGH BASIC INFORMATION FOR THEM TO SEE WHAT SUNROOM LOOKS LIKE, HOW IT WORKS, AND WHAT ITS MISSION AND USP IS.

HOW: GOAL: PLATFORMS: Instagram --> Grid and Stories. Stories and highlights to begin to bulk out FAQs, how-to's, key features. Grid posts to contain the illistration and to be used as 3 "holding images" DELIVERABLES: DEADLINE: 17th AEDT PRESS ASSETS Demo video showing a new user how to navigate through the app 17th AEDT. 15 second basic landscape clip showing the key features of the product (how you subscribe, how you request 1-1, how transactions work). This needs to be a snackable quick call to action driven piece. Wireframe still images showing the following features; No screenshots Beams and tying those to subscribing, tipping and 1-1 The DM menu Once the creators have begun to populate the app we should seek the approval of 5-10 diverse, well known creators and hero their profiles and some of their content in story/grid type content --

g. on launch day we could flash through the kinds of women you can find on Sunroom Youtube Digital Coverage Other Social Assets 3 WEEKS TO GO SUNDAY 26 Social kick off week MONDAY 27 TUESDAY 28 WEDNESDAY 29 THURSDAY 30 FRIDAY 31 No shade on Sunroom - Grid 1. Story post to ask the Q to community. SATURDAY 01 NOTES 3 WEEKS TO GO S U N D A Y M O N D A Y T U E S D A Y W E D N E S D A Y S A T U R D A Y 1 0F R I D A Y T H U R S D A Y N O T E S A P R I L 2 W E E K S T O G O 0 9 0 8 0 7 0 6 0 5 0 4 No shade on Sunroom - Grid 2 No shade on Sunroom- Grid 3 Q.

If Women ran Social Media - Stories A. If Women ran Social Media Post 1 Q+A. If Women ran Social Media Post 2 S U N D A Y M O N D A Y T U E S D A Y W E D N E S D A Y S A T U R D A Y 1 7F R I D A Y T H U R S D A Y N O T E S A P R I L 1 W E E K T O G O 1 6 1 5 1 4 1 3 1 2 1 1 Fun in the Sun - Where the price is right (and worthy) Fun in the Sun -SPF Sunroom Protection Features, no screenshots Fun in the Sun - Fun in the Sun - No surprise of the ex.

curated feeds S U N D A Y M O N D A Y T U E S D A Y W E D N E S D A Y S A T U R D A Y 2 4F R I D A Y T H U R S D A Y N O T E S A P R I L L A U N C H W E E K 2 3 2 2 2 1 2 0 1 9 1 8 See you on Sunroom 2 See you on Sunroom 1 Mammamia goes live Vogue piece drops Soft Launch Event Embargo lifts Founding Creators push App live See you on Sunroom 3 AFR - print piece?

jpeg) SUNROOM Where do we go and how do we sustain post launch moment. - Meme's - Pop culture - Creator profiling Social Plan - Instagram // for Kate O B J E C T I V E 1: W O U L D N ’ T H A P P E N O N S U N R O O M → W E W A N T T H E T O N E O F V O I C E T O B E G I N T O C O M E T O L I F E O N S O C I A L M E D I A.

L A T E L Y, T H E R E H A V E B E E N S O M E K E Y M O M E N T S I N P O P C U L T U R E T H A T H A V E H I G H L I G H T E D T H E I N C O N S I S T E N C I E S W O M E N F A C E W H E N B E I N G T H E M S E L V E S O N L I N E.

B E T H A T A S A S E X W O R K E R, A S A P L U S S I Z E W O M E N O R S I M P L Y J U S T H A V I N G A B O L D O P I N I O N. C A N W E H E R O S O M E O F T H E S E S T O R I E S A N D B E G I N T O S A Y “ W O U L D N ’ T H A P P E N O N S U N R O O M ” S H O W I N G T H A T A N E W T Y P E O F N E T W O R K I S C O M I N G?

I F T H I S C A N B E A C H I E V E D I N A P L A Y F U L, U N I T I N G W A Y E V E N B E T T E R. O N E T H I N G W E M U S T B E C O N S I D E R A T E O F I S N O T T U R N I N G O F F M E N.

O B J E C T I V E 2: P L A Y F U L & F U N → I T ’ S I M P O R T A N T T H E B R A N D C O M E S A C R O S S A S P L A Y F U L A N D F U N Y E T S T I L L A B L E T O T A K E A S T A N C E. W E D O N ’ T W A N T T O B E S O S E R I O U S W E B E C O M E S T A L E.

T H E R E N E E D S T O B E A L I G H T H E A R T E D, Y O U T H F U L F E E L T O I T T H A T R E A L L Y P L A Y S I N T O W O M E N A P P R E C I A T I N G E V E R Y E L E M E N T O F T H E M S E L V E S A N D E A C H O T H E R.

O B J E C T I V E 3: W O M E N W E A D M I R E → L E T ’ S S T A R T T O D R A W T H E A T T E N T I O N O F W O M E N W H O A R E O U R B R A N D M U S E? D U A L I P A A S A F A S H I O N I C O N, J A M E E L A J A M I L A S A N A C T I V I S T, L I Z Z O, C E L E S T E B A R B E R.

Y O U G E T T H E D R I L L! T H E A I M O F T H I S I S T O B E G I N T O S H O W T H A T W E C E L E B R A T E W O M E N F O R B E I N G M U L T I D I M E N S I O N A L. F O R B E I N G S M A R T & S E X Y, S E N S I B L E & S I L L Y, S E X U A L & P R O F E S S I O N A L, S E N S U A L & P O W E R F U L - - A L L O F T H E A B O V E.

O B J E C T I V E 4: F E M I N I N I T Y → T H I S C A N B E A C H I E V E D V I A P O P C U L T U R E A S W E L L H O W E V E R E M B R A C I N G Y O U R F E M I N I N I T Y S H O U L D B E T H E O V E R A L L T H E M E O F T H E G R I D.

W E W A N T T O H I G H L I G H T O U R B R A N D A N D W H A T I T S T A N D S F O R M O R E T H A N T H E P R O D U C T A T T H I S E A R L Y S T A G E. O B J E C T I V E 5: W A I T L I S T → W E H A V E T H E A B I L I T Y T O D R I V E C U R I O U S F O L L O W E R S T O O U R C R E A T O R W A I T L I S T.

T H I S I S S O M E T H I N G I W O U L D L O V E U S T O L E A D I N T O A S W E B E G I N T O S L O W L Y G I V E A W A Y M O R E A N D M O R E I N F O O N T H E B R A N D. C U R R E N T L Y, T H E R E I S N O T E N O U G H I N F O R M A T I O N E X T E R N A L L Y F A C I N G T O A T T R A C T T H E H I G H E S T Q U A L I T Y W A I T L I S T C A N D I D A T E S.

T H I S I S C O M P L E T E L Y F I N E F O R N O W, B U T S O M E T H I N G W E S H O U L D L E A D I N T O A T L E A S T 2 W E E K S O U T F R O M L A U N C H. S O C I A L M E D I A L A U N C H: T O L A U N C H S U N R O O M W E H O P E T O B U I L D S O M E I N I T I A L T R A C T I O N V I A S O C I A L S.

T H I S W I L L N O T I N V O L V E G O I N G O T T O N S O C I A L S, I D E A L L Y W E B E G I N T O S L O W L Y D R I P F E E D T H E B R A N D M E S S A G I N G V I A 9 G R I D P O S T S.

I F W E K I C K T H E S E O F F O N 2 5 T H O F J A N T H I S W O U L D S E E 2 P O S T S / W E E K T O L A U N C H. W H E R E W E C A N D E L I V E R M O R E C O N V E R S A T I O N A N D A D D E D E N G A G E M E N T V I A S T O R I E S W E S H O U L D.

O B J E C T I V E 6: L A U N C H 2 6 T H F E B R U A R Y Sunroom Key Messages // For Press D E M O C R A T I S I N G A C C E S S T O C O N T E N T M O N E T I S A T I O N S U N R O O M I S A C R E A T O R ' S O N E S T O P S H O P T O M O N E T I Z E T H E I R C O N T E N T.

A C R E A T O R ' S O W N P E R S O N A L E - C O M M E R C E S T O R E. S U N R O O M I S T H E S U B S C R I P T I O N B A S E D S O C I A L N E T W O R K B U I L T B Y W O M E N. B O R N F R O M A D E S I R E T O C H A L L E N G E T H E C E N S O R S H I P A N D T R O L L I N G M A N Y W O M X N R E C E I V E O N L I N E W H E N I T C O M E S T O S E X U A L W E L L N E S S, S E X P O S I T I V I T Y A N D S E L F E X P R E S S I O N.

S U N R O O M A I M S T O L I F T T H E S T I G M A A S S O C I A T E D W I T H W O M X N U S I N G T H E I R F E M I N I N I T Y, T H E I R B O D I E S, T H E I R A L L U R E, O R T H E I R S E X U A L I T Y.

S U N R O O M C E L E B R A T E S M U L T I D I M E N S I O N A L I T Y. S U N R O O M A L L O W S C R E A T O R S T O M O N E T I S E T H E I R C O N T E N T A N D C O N N E C T W I T H F A N S I N A S A F E, E X C L U S I V E S P A C E.

S U N R O O M I S A I M E D A T D E M O C R A T I S I N G O P P O R T U N I T Y A N D F I N A N C I A L F R E E D O M A M O N G S T C R E A T O R S, N O M A T T E R Y O U R I N D U S T R Y. W H E N A U S E R O P E N S S U N R O O M T H E Y A R E E N T E R I N G T H E I R O W N R O O M, W H E R E T H E Y A R E F R E E T O B E T H E I R W H O L E S E L F.

S U N R O O M I S L I F T I N G T H E S T I G M A A S S O C I A T E D W I T H S E X U A L E X P R E S S I O N B Y P U T T I N G C R E A T O R S I N C O N T R O L O F T H E I R A U D I E N C E.

O N S U N R O O M, C R E A T O R S A R E C O N N E C T I N G W I T H T H E I R M O S T L O Y A L F O L L O W E R S, T H O S E W H O ' V E C H O S E N T O I N V E S T I N T H E M. T H R O U G H T I G H T E R O N B O A R D I N G, 1 8 + U S E R S A R E A B L E T O C U R A T E T H E I R O W N E X P E R I E N C E, S E L E C T I N G T H E T O P I C S O R G E N R E S T H E Y ’ R E I N T E R E S T E D I N.

R A N G I N G F R O M M A K E - U P T U T O R I A L S, T O S E X U A L W E L L N E S S. Ideas Partnerships --> A way to work with brands in the future could be selling off subscriber "seats" to them. g. Away suitcases comes along. They start a sunroom account, they purchase 5,000 subscriber "seats" off us at a corporate rate. The first 5,000 people to subscribe to Away get there for free using the seats and gain exclusive access to whatever Away wants to announce/utilise the platform for.

Benefit for brands = kick starts their account and they have the cash to pay upfront. Long terms benefit for brands is they could use Sunroom as another channel to reach their VIPs. Social --> We need to begin to build this slowly on the side without giving too much away. Slow tease that aligns to brand messaging. Needs to be elevated, completely different to what OF do with their announcements - feels. We could lean into take overs to build following originally, have the take overs close at a moment of suspense, then drive engaged viewers to sunroom to continue watching.

Social brand partnerships could also be a good way to grow audience originally. The talent we have engaged already can also push followers. Audience we are missing are men - we need a way to capture male paying users and then not turn them off by going too feminist on the grid, could do this by partnering with male influencers and have them talk about the women they have subscribed to. How do we continue to differentiate ourselves down the line? Jay Alverrez sex tape, women went nuts. Could we feature men (like Jay) monthly or weekly, becomes a man on the month type initative.

Get women to vote/nominate, then offer the chosen man access for a certain period - a way to drive new women to SR consistently, and feature men in a way that we know women want. Always on --> Once beta is available we will need to begin to rollout a press strategy to increase brand awareness and education. Charity Partner --> Ideas Brain Dump -- SPF Shine step into the light Vitamin D Why has femininity been diminished, it's the creation of earth. Mother Earth Beam of light You are a ray of sunshine You're bright You're glowing Where the suns always shining.

Get out of the shadows let your light shine No tan lines on sunroom