- Backed by JetBlue Technology Ventures and ELAL (Israel) Airlines; successfully raised on SeedInvest in 2019
- Advisors include the co-founder of Priceline
- Integrated with Google product and secured a contract with LATAM Airlines Group
- IP includes one U.S. technology patent and other pending patents in Europe and China protecting seat assignment use case
- AppMail customers can see up to 90% of users engaging with content for at least 18 seconds (compared to 13.4 seconds industry average in 2018), with a conversion rate of up to 37% (engagement and conversion figures based on data from January 2019)
- Total Amount Raised: US $407,890
- Total Round Size: US $5,000,000
- Seed-1 :
- Minimum Investment: US $1,000 per investor
- : Preferred Equity
- US $13,000,000 :
In a world where 293 billion ‘static’ emails are sent per day, AppMail (formerly SeatAssignMate) has developed an interactive email technology that transforms everyday emails into an app-like experience. We aim to revolutionize how companies attract, retain, and convert their customers. Our mission is to help brands create seamless end-to-end customer experiences by providing an intuitive interactive email that sparks engagement and drives action.
Email is a critical customer engagement tool in the digital age. When done well, emails promote effective information exchange, strengthen relationships, and encourage consumers to take action. However, emails today fail to meet these goals.
Why? Consumers today value convenience and ease-of-use above all else. They want their interactions with companies to be comfortable and straightforward. When users have to navigate to external web pages, battle login screens, and so on, they become frustrated and it harms engagement.
AppMail is transforming how businesses engage with their customers, by taking the convenience and functionality of an app and integrating it with email. These mini-apps inside of emails enable customers to easily shop, fill out a survey and conduct many other activities within their email.
We’re offering a fresh new approach to email marketing that spurs customers to take action inside their email, helping businesses drive higher engagement rates and uplift sale conversions. We believe this one-stop experience is the future of email.
- LATAM Airlines - Implemented ancillary upsell solution, increasing their sales conversion to 37%, with 90% of users engaging with content for at least 18 seconds
- Google - Integrated with Google product, and debuted product offering to Mobile World Conference audiences in Barcelona together with Google at Google's booth
AppMail helps companies attract, retain and convert their customers, by creating seamless customer experiences with the use of mini-apps in the email. Our customer-centric solution combines interactive components with real-time, dynamic content, enabling customers to browse, select, and purchase products all within their email. The mission is to simplify the end-to-end sales process to increase the likelihood of a close.
How does it work? The email is built with components that we’re all familiar with and use every day, such as drop-down menus, image carousels, and hover-over states, which enables the immersive and interactive email experience.
- Real-time inventory display | Create a sense of urgency and increase the likeness of a sale by displaying real-time inventory updates to the customer
- Dynamic, time-based pricing | The email content is synchronized to the business’s database to retrieve real-time dynamic pricing, reflecting, accurate time-based deals (this is key for impulsive purchases)
- Shopping cart functionality | Customers can add, edit, or remove items in their shopping cart
- Customer feedback forms | Now, getting invaluable customer feedback is just a few clicks away, as customers can fill out a survey from right within their email
- Package tracking | Deliver package tracking details directly in an email so consumers know where their order is at every step of the way
- Turn more email recipients into customers | Empower customers to quickly and efficiently take action by combining the functionality of an app with the convenience of an email (adaptive design ensures the content is always optimized to the device’s screen size for optimal conversion)
- Create streamlined, customer-centric experiences | Simplify the end-to-end customer journey into one email: no more switching between pages and applications.
- Display real-time, dynamic content | Synchronize AppMail to the business’s database to pull real-time content directly into an email
- SaaS model | Charged on a per email basis
- Commission-based model | For transactional-based campaigns, there will be a commission on products/services processed via the interactive email platform
The model we charge our customers is dependent on factors including 1) volume of emails sent, 2) transactional vs non-transactional email, 3) contract duration, and 4) exclusivity.
SI Securities, LLC has the authority to prevent a closing from occurring if it determines, in its sole discretion, that this investment is no longer suitable at the time of the closing, which includes, but is not limited to, the Company raising at least US $750,000 in connection to the current round.
Investors who invest less than $500,000 will have their securities held in trust with a Custodian that will serve as a single shareholder of record. These investors will be subject to the Custodian’s Account Agreement, including the electronic delivery of all required information.
Tier 1 - Invest $2,000 to $4,999
InterContinental hotel points (5000 points)
Tier 2 - Invest $5,000 to $14,999
8000 InterContinental hotel points and JetBlue “even more space” seat upgrade
Tier 3 - For every $15,000 investment
A free domestic one-way ticket on JetBlue economy
Tier 4 - For every $40,000 investment
- A free domestic one-way ticket on JetBlue business
- Private dinner with AppMail Founder/CEO in New York
Tier 5 - For every $100,000 investment
- A free transatlantic or trans-Caribbean one-way ticket on JetBlue business
- Private dinner with AppMail Founder/CEO in New York - including a helicopter pick up from JFK/EWR tarmac to midtown Manhattan
Note: *Investors receive only the perks under their investment tier
Reservations will bump investors up one tier upon conversion to an investment. For example, a reservation of $2,000-$4,999 that converts to an investment will earn Investor Perks for the $5,000 - $14,999 tier.
It is advised that you consult a tax professional to fully understand any potential tax implications of receiving investor perks before making an investment.
Please note that due to share price calculations, some final investment amounts may be rounded down to the nearest whole share - these will still qualify for the designated perk tier. Additionally, investors must complete the online process and receive an initial email confirmation by the deadline stated above in order to be eligible for perks.
The graph below illustrates theor the of AppMail's prior rounds by year.
- ESP (Email Service Provider)| ESP’s (like Mailchimp) are generally built for marketing purposes with the intent of sending communication materials, diverting traffic to websites. Whereas for AppMail, the focus is crafted around consumer-based tasks i.e. shopping, filling out a form, rating a product or service etc.
- CRM (Customer Relationship Management) systems | In comparison to CRM’s (like Adobe, Salesforce) our email solution is an end-to-end (email through to transaction) merchandising platform, meaning we integrate into a brand's existing business flow, we have the ability to source and reflect real-time availability and pricing from inventory system into the email.
Our target customers are Director or PM level marketers and digital product owner with $10,000+ budget working for mid to large enterprise in consumer brand, e-commerce and retail.*
- Email marketers (At mid-size entities/brands with $5k+ annual marketing budget)
- 1 million merchants
- Broader online sales entities from various industries such as: E-commerce/Retail, DTC, travel and hospitality, sports and entertainment, events, health and beauty, food/delivery, shipping/supply chain, banking, telehealth
*This reflects management's current views with respect to future events based on information currently available and is subject to risks and uncertainties. This statement does not represent guarantees of future results, levels of activity, performance, or achievements.
Investors will be exposed to significant dilution of their voting rights due to the Company's dual class common stock structure. The Series Seed-1 Preferred Stock being offered is convertible into Class A Common Stock which have 1:1 voting rights (e.g. one vote per each share of Class A Common Stock held or eligible for receipt upon conversion). The Company separately maintains another class of common stock, Class F, which have 10:1 voting rights (e.g. ten votes per each share of Class F Common Stock held). While Series Seed-1 Preferred holders maintain separate voting protective provisions (as more fully described in the Company Amended & Restated Certificate of Incorporation found in the data room below), any protections currently maintained by Series Seed-1 Preferred holders will be severely diluted upon conversion to common and in any other instances in which they are required to vote together with Class F holders on an as-converted basis prior to conversion.
In the event that the 2012 warrant is exercised, shareholders are likely to experience significant dilution. On March 28, 2012, the Company issued a warrant to Founder Institute, Incorporated (the "Holder") that entitled Holder to surrender the warrant to purchase the number of shares equal to 3.5% of the Fully-Diluted Capitalization, measured immediately following the next Qualified Equity Financing (the "QEF"). The QEF event has already occurred and the number of warrant shares as a result of the QEF was 1,328,254 of Class A Common stock at $0.89 per share. The warrant has not yet been exercised and expires upon the earlier of (i) a "Change of Control" or (ii) March 28, 2022. In the event that the warrant is exercised, shareholders are likely to experience significant dilution since the number of shares outstanding may be increased which has not been accounted for in determining the $0.49 share price for this round.
The COVID-19 pandemic may materially and adversely affect our business and operations. While the complete impact on our business from the outbreak of the COVID-19 coronavirus is unknown at this time and difficult to predict, many aspects of our business are being adversely affected by it and may continue to be adversely affected. The outbreak of COVID-19 originated in Wuhan, China, in December 2019 and has since spread to the rest of the world, including our principal target geographic markets. The spread of the COVID-19 coronavirus has caused public health officials to recommend precautions to mitigate the spread of the virus, especially as to travel and congregating in large numbers. In addition, certain states and municipalities have enacted, and additional locations are considering enacting quarantine and “shelter-in-place” regulations which severely limit the ability of people to move and travel, and regulations requiring non-essential businesses and organizations to close. The COVID-19 pandemic is affecting the United States and global economies, our operations, and those of third parties on which we rely. Additionally, while the potential economic impact caused by the COVID-19 pandemic and its duration is difficult to assess or predict, the impact of the COVID-19 pandemic on the global financial markets may reduce our ability to access capital, which could negatively impact our short-term and long-term liquidity. The ultimate impact of the COVID-19 pandemic is highly uncertain and subject to change. We do not yet know the full extent of potential delays or impacts on our business, financing or clinical trial activities or on healthcare systems or the global economy as a whole. However, these effects are likely to have a material impact on our liquidity, capital resources, operations and business and those of the third parties on which we rely.
The company has a limited operating history upon which you can evaluate its performance, and has not yet generated profits. Accordingly, the company’s prospects must be considered in light of the risks that any new company encounters. AppMail was incorporated under the laws of the State of Delaware on March 23, 2012, and it has not yet generated sustained profits. The likelihood of its creating a viable business must be considered in light of the problems, expenses, difficulties, complications, and delays frequently encountered in connection with the growth of a business, its operation in a competitive industry, and the continued development of its technology and products. The company anticipates that its operating expenses will increase for the near future, and there is no assurance that it will be profitable in the near future. You should consider the business, operations, and prospects in light of the risks, expenses, and challenges faced as an emerging growth company.
The company’s sales cycle is long and may be unpredictable, which can result in variability of its financial performance. A sales cycle is the period between initial contact with a prospective customer and any sale of its product. During the sales cycle, the company may expend significant time and money on sales and marketing activities or make other expenditures, all of which lower its operating margins, particularly if no sale occurs or if the sale is delayed as a result of extended qualification processes or delays. A long sales cycles may require the company to incur high sales and marketing expenses with no assurance that a sale will result, which could adversely affect its profitability. The company’s results of operations may fluctuate, in part, because of the resource-intensive nature of its sales efforts and the length and variability of the sales cycle. It is difficult to predict when, or even if, it will make a sale to a potential customer or if the company can increase sales to existing customers. As a result, the company may not recognize revenue from sales efforts for extended periods of time, or at all. The loss or delay of one or more large transactions in a quarter could impact its results of operations for that quarter and any future quarters for which revenue from that transaction is lost or delayed.
The company’s operates in a highly competitive market. The company faces competition with respect to any products and services that it may seek to develop or commercialize in the future. The company’s competitors include major companies worldwide. Many of its competitors have significantly greater financial, technical, and human resources and may have superior expertise in research and development and marketing approved services and thus may be better equipped to develop and commercialize products and services. These competitors also compete with the company in recruiting and retaining qualified personnel and acquiring technologies. Smaller or early stage companies may also prove to be significant competitors, particularly through collaborative arrangements with large and established companies. Accordingly, competitors may commercialize products or services more rapidly or effectively than the company is able to, which would adversely affect its competitive position, the likelihood that its services will achieve initial market acceptance and its ability to generate meaningful additional revenues from products and services.
The company is currently dependent on the leisure travel industry for revenue. The company’s financial prospects are currently dependent upon businesses in the leisure travel industry using its services. The Covid-19 pandemic and associated travel restrictions recommended or mandated by governmental authorities have had a material adverse effect on the leisure travel industry worldwide, which may have a material adverse effect on the company’s business and results of operations. Leisure travel, including leisure airline tickets, hotel room reservations and rental car reservations, is also dependent on personal discretionary spending levels. Leisure travel services tend to decline, along with the advertising dollars spent by travel suppliers, during general economic downturns and recessions (including as a result of the effects of the Covid-19 pandemic discussed above). If worldwide economic conditions worsen, it could lead to a general decrease in leisure travel and travel spending, which may negatively impact the demand for its services. Additionally, events beyond the company’s control also may adversely affect the leisure travel industry, with a corresponding negative impact on its business and results of operations. Natural disasters or outbreaks of pandemics and epidemics (including the Covid-19 pandemic discussed above) have disrupted normal leisure travel patterns and levels. The leisure travel industry is also sensitive to other events, such as work stoppages or labor unrest at major airlines, political instability, regional hostilities, increases in fuel prices, imposition of taxes or surcharges by regulatory authorities, travel related accidents and terrorist attacks, any of which could have an impact on its business and results of operations.
Although we have received an issued patent in the U.S., we may not be successful in obtaining issued patents for currently pending technology patent applications in European Union and China. Our success depends significantly on our ability to obtain, maintain and protect our proprietary rights to the technologies used in our services. We filed a provisional patent application for “Facilitating passenger to manage airline reservation within electronic message” in the European Union and China. Filing a provisional patent application only indicates that we are pursuing protection, but the scope of protection, or whether a patent will even be granted, is still undetermined. Moreover, any patents issued to us may be challenged, invalidated, found unenforceable or circumvented in the future. Any intellectual enforcement efforts the company seeks to undertake, including litigation, could be time-consuming and expensive and could divert management’s attention.
The use of individually identifiable data by our business, our business associates and third parties is regulated at the state, federal and international levels. Costs associated with information security – such as investment in technology, the costs of compliance with consumer protection laws and costs resulting from consumer fraud – could cause our business and results of operations to suffer materially. Additionally, the success of our online operations depends upon the secure transmission of confidential information over public networks, including the use of cashless payments. We may not be able to effectively detect, prevent and recover from security breaches, including attacks on information technology and infrastructure by hackers and viruses. As a result, unauthorized parties may obtain access to our data systems and misappropriate confidential data. The intentional or negligent actions of employees, business associates or the third-party service and product providers upon whom we rely, may undermine our security measures. There can be no assurance that advances in computer capabilities, new discoveries in the field of cryptography or other developments will prevent the compromise of our customer transaction processing capabilities and personal data. If any such compromise of our security or the security of information residing with our business associates or third parties were to occur, it could have a material adverse effect on our reputation, operating results and financial condition. Any compromise of our data security may materially increase the costs we incur to protect against such breaches and could subject us to additional legal risk.
The company’s financial forecasts project aggressive growth. If our assumptions are wrong, and our projections regarding market penetration are too aggressive, the company’s financial projections may overstate the company’s viability. In addition, such forward-looking statements are only predictions. The company has based these forward-looking statements on its current expectations and projections about future events and financial trends that it believes may affect its business, financial condition and results of operations. Forward-looking statements involve known and unknown risks, uncertainties and other important factors that may cause actual results, performance or achievements to be materially different from any future results, performance or achievements expressed or implied by the forward-looking statements.
The company anticipates initially sustaining operating losses. It is anticipated that the company will initially sustain operating losses. AppMail’s ability to become profitable depends on success in licensing and selling of products. There can be no assurance that this will occur. Unanticipated problems and expenses are often encountered in offering new products, which may impact whether the company is successful. Furthermore, the company may encounter substantial delays and unexpected expenses related to development, technological changes, marketing, regulatory requirements and changes to such requirements, or other unforeseen difficulties. There can be no assurance that the company will ever become profitable. If the company sustains losses over an extended period of time, it may be unable to continue in business.
The Company has conducted Related Party Transactions. All of the shares of the Class F common stock are held by insiders of the Company, Shi Li, chief executive officer, and Duncan Sham, chief of product design. The Company may, from time-to-time, compensate these shareholders or conduct other related-party transactions.
It cannot be guaranteed that this level of compensation is commensurate with market rates for the services rendered.
The Company has outstanding liabilities. As of December 31, 2021, the Company had outstanding liabilities of $80,048 in Accounts and credit cards payable, $128,246 in Loans payable, $50,000 in SAFE notes outstanding, and $691,934 in Convertible notes outstanding. The Company has issued debt and simple agreements for future equity (SAFEs) with equity conversion features.
In 2017, the Company issued $50,000 of SAFE notes to two strategic customers. Upon a qualified financing event, the customers will receive a total of 1,365,343 shares of Series Seed-1 Preferred Stock. This SAFE note is recorded as a current liability on the balance sheet as per US Securities and Exchange Commission guidance.
In 2018, the Company also issued convertible notes (called “Crowd Notes”) totaling $659,119 in conjunction with a securities offering exempt from registration under Regulation CF. The funds raised on the SeedInvest platform for the Crowd Notes issued closed in 2019 and were transferred out of escrow. Since the funds could have been subject to forfeiture if, among other conditions, the Regulation CF campaign failed to raise a minimum amount, the Company recorded the Crowd Note investments in 2019. In 2020, the Company issued a Crowd Note to SeedInvest for the performance of their listing services equal to $32,815.
The Crowd Notes provide for conversion to occur in the event of a qualified financing event. The conversion price is equal to the lower of: (a) 80 percent of the price paid by investors for the equity securities in the qualified financing and (b) a price per share based on an enterprise valuation cap divided by the fully-diluted outstanding shares immediately prior to the qualified financing event. This cap is $6.4 million for $138,034 of Crowd Notes, $7.2 million for $127,070 of Crowd Notes, and $8.0 million for $394,015 of Crowd Notes. The SeedInvest Crowd Note similarly converts at the lower of: (x) 80 percent of the price paid by investors for the equity securities in the qualified financing and (y) a price per share based on $8 million divided by the fully-diluted outstanding shares immediately prior to the qualified financing event.
The Company relies on third-party service providers. The company’s third-party partners provide a variety of essential business functions, including information technology services, and many others. It is possible that some of these third parties will fail to perform their services or will perform them in an unacceptable manner. If the company encounters problems with one or more of these parties, their failure to perform to expectations could have a material adverse impact on the company.
*Please refer to Offering Circular for full list of Risk Factors
Start-up investing is risky. Investing in startups is very risky, highly speculative, and should not be made by anyone who cannot afford to lose their entire investment. Unlike an investment in a mature business where there is a track record of revenue and income, the success of a startup or early-stage venture often relies on the development of a new product or service that may or may not find a market. Before investing, you should carefully consider the specific risks and disclosures related to both this offering type and the company which can be found in this company profile and the documents in the data room below.
Your shares are not easily transferable. You should not plan on being able to readily transfer and/or resell your security. Currently there is no market or liquidity for theseshares and the company does not have any plans to list these shares on an exchange or other secondary market. At some point the company may choose to do so, but until then you should plan to hold your investment for a significant period of time before a "liquidation event" occurs. A "liquidation event" is when the company either lists their shares on an exchange, is acquired, or goes bankrupt.
The Company may not pay dividends for the foreseeable future. Unless otherwise specified in the offering documents and subject to state law, you are not entitled to receive any dividends on your interest in the Company. Accordingly, any potential investor who anticipates the need for current dividends or income from an investment should not purchase any of the securities offered on the Site.
Valuation and capitalization. Unlike listed companies that are valued publicly through market-driven stock prices, the valuation of private companies, especially startups, is difficult to assess and you may risk overpaying for your investment. In addition, there may be additional classes of equity with rights that are superior to the class of equity being sold.
You may only receive limited disclosure. While the company must disclose certain information, since the company is at an early-stage they may only be able to provide limited information about its business plan and operations because it does not have fully developed operations or a long history. The company may also only obligated to file information periodically regarding its business, including financial statements. A publicly listed company, in contrast, is required to file annual and quarterly reports and promptly disclose certain events \u2014 through continuing disclosure that you can use to evaluate the status of your investment.
Investment in personnel. An early-stage investment is also an investment in the entrepreneur or management of the company. Being able to execute on the business plan is often an important factor in whether the business is viable and successful. You should be aware that a portion of your investment may fund the compensation of the company's employees, including its management. You should carefully review any disclosure regarding the company's use of proceeds.
Possibility of fraud. In light of the relative ease with which early-stage companies can raise funds, it may be the case that certain opportunities turn out to be money-losing fraudulent schemes. As with other investments, there is no guarantee that investments will be immune from fraud.
Lack of professional guidance. Many successful companies partially attribute their early success to the guidance of professional early-stage investors (e.g., angel investors and venture capital firms). These investors often negotiate for seats on the company's board of directors and play an important role through their resources, contacts and experience in assisting early-stage companies in executing on their business plans. An early-stage company may not have the benefit of such professional investors.
Frequently Asked Questions
"The SEC has qualified this offering" means the SEC has permitted AppMail to offer for sale the securities described in the Offering Circular to investors such as you. The SEC is not judging the merits, accuracy, or completeness of the offering and information in the Offering Circular.
When you complete your investment on SeedInvest, your money will be transferred to an escrow account where an independent escrow agent will watch over your investment until it is accepted by AppMail. Once AppMail accepts your investment, and certain regulatory procedures are completed, your money will be transferred from the escrow account to AppMail in exchange for your securities. At that point, you will be a proud owner in AppMail.
Preferred equity is usually issued to outside investors and carries rights and conditions that are different from that of common stock. For example, preferred equity may include rights that prevent or minimize the effects of dilution or grants special privileges in situations when the company is sold.
A convertible note is a unique form of debt that converts into equity, usually in conjunction with a future financing round. The investor effectively loans money to a startup with the expectation that they will receive equity in the company in the future at a discounted price per share when the company raises its next round of financing.
To learn more about startup investment types check out “How to Choose a Startup Investment” in our academy.
To make an investment, you will need the following information readily available:
- Personal information such as your current address and phone number
- Employment and employer information
- Net worth and income information
- Social Security Number or passport
- ABA bank routing number and checking account number (typically found on a personal check or bank statement)
Until a closing occurs, you may cancel your investment at any time, for any reason. You will receive an email when the closing occurs and your securities have been issued. If you have already funded your investment and your funds are in escrow, your funds will be promptly refunded to you upon cancellation. To cancel your investment, please go to your portfolio page by clicking your profile icon in the top right corner.
Currently there is no market or liquidity for these securities. Right now AppMail does not plan to list these securities on a national exchange or another secondary market. At some point AppMail may choose to do so, but until then you should plan to hold your investment for a significant period of time before a “liquidation event” occurs. A “liquidation event” is when AppMail either lists their securities on an exchange, is acquired, or goes bankrupt.
You can return to SeedInvest at any time to view your portfolio of investments and obtain a summary statement.
This is AppMail's fundraising profile page, where you can find information that may be helpful for you to make an investment decision in their company. The information on this page includes the company overview, team bios, and the risks and disclosures related to this investment opportunity. You will also find a copy of the AppMail's Offering Circular, which has been qualified by the SEC. The Offering Circular includes important details about AppMail's fundraise that you should review before investing.
This investment is highly speculative and should not be made by anyone who cannot afford to risk the entire investment amount. In addition to these risks, you should carefully consider the specific information and risks disclosed in AppMail’s profile and Offering Circular.