How Sympee Works – A Startup That Turns "Thank You" Into Coffee and Gifts

Contents:

• How it all began
• How Sympee was assembled
• How the service works
• What's happening with the project now

Is it possible to turn gratitude into a service, and coffee into a digital currency of appreciation? Sergey Shirokov, team lead of the ML team at Uzum and founder of the startup Sympee, has found the answer. He has developed an innovative way to give simple joys—like coffee, dessert, or a haircut—in just a couple of clicks. This idea opens new horizons for interaction between people and makes the process of giving pleasant little things more accessible and convenient.

In this interview, he shared his experience of combining a startup with a paid job, family responsibilities, and sports hobbies with the Skillbox Media "Business" editorial team. He talked about time and priority management methods that help to successfully balance between different areas of life.

• How it all began
• How Sympee was assembled
• How the service works
• What is happening with the project now

Sergey Shirokov, founder of the digital compliments service Sympee and author of the Telegram channel "Run. Create. Inspire," answered questions.

Sergey Shirokov, founder of the digital compliments service Sympee and author of the Telegram channel "Run. Create. Inspire," answered questions.

Where it all began

The idea for Sympee arose from observing users' needs to simplify the process of exchanging information. We noticed that many people experience difficulties in managing their tasks and communication. This inspired us to develop a platform that combines convenience, functionality, and accessibility. Sympee is designed to facilitate interaction between users, offering an intuitive interface and effective tools for work. Our goal is to create a space where everyone can easily organize their work and communication, which ultimately increases productivity and improves quality of life.

It all started not with an idea, but with a personal problem. In 2022, I was just starting my career in IT after serving in the military. Currently, I hold the position of team lead on the machine learning team at Uzum, but back then, I was just a beginner. My journey in this field began with a desire to overcome my challenges and develop the skills that later allowed me to reach my current level.

Early in my career, as a junior developer, I faced a serious challenge at work. A senior developer helped me solve this problem by generously devoting his time and attention to me. I wanted to express my gratitude in a more meaningful way than just words or emoticons. I wanted to give him something tangible, like coffee or pizza, but he was in another city. Transferring money would have been inappropriate, as he would likely have refused, given that the value of his hourly work significantly exceeded the amount I could offer for coffee. This got me thinking about how to make gratitude more personal and meaningful, even from a distance.

I started looking for information on how to give someone coffee or pizza without transferring money into an account, namely, as a gift. While searching, I discovered that none of the existing services offered the option of a digital gift that a person could receive at a convenient time, without contacting a courier. This realization became the starting point: if such an option does not exist, then it is worth creating. This is how the idea for Sympee was born.

Creating Sympee turned out to be a fairly simple process. If something does not work out, you just need to act. How quickly did you realize how to implement your idea? How long did it take from the moment of inspiration to the beginning of the Sympee project?

Creating Sympee turned out to be a difficult process. The idea arose, but quickly faded into the background amid other tasks. At the time, I was just starting my career in IT, actively exploring new technologies and immersing myself in programming. Work on the Sympee project began about a year after the initial idea emerged.

During this time, I experimented with various projects. One such undertaking was a Telegram bot designed to organize outdoor games. The user can specify a location on a football field and ask, "Who wants to play?" If all goes well, others join the game. I also made many other attempts and created several minimum viable products. I had many ideas, and I strived to create something unique, vibrant, and real.

I returned to the Sympee project a year later, and during this time I have grown significantly as a developer. I became more confident in my abilities and better understood the scale of the project. I realized that implementing my idea alone was impossible. This is no longer just a one-screen website, but a full-fledged product with an ecosystem, personal accounts, and integrations with offline partners. It was time to create a real team to successfully implement our plans.

I began assembling my team, defining clear goals and objectives we wanted to achieve. Understanding the skills and qualities I needed in team members was an important step. I was looking for people who shared my mission and values ​​and were ready to work in a dynamic environment. During the search, I conducted interviews and assessed not only professional skills but also their ability to collaborate. This allowed me to form a close-knit team ready for new challenges and achievements.

I began building the team by reaching out to friends and their connections. One of my friends recommended a front-end developer. This developer, in turn, recommended a designer. For marketing, I invited a friend of mine who has experience in this field.

We teamed up and began working without salaries or financial calculations, driven by the idea of ​​Sympee. After analyzing the market, we discovered that similar solutions existed only in Asia, but in the form of coupons, while there were no such offerings in our region.

The product is new, and we had no existing references. We couldn't simply replicate the experience of companies like Samokat, as their business model is fundamentally different from ours. Flowwow also wasn't suitable for comparison, as their gift selection, logistics, and average order value differed. We realized we were entering uncharted territory, which complicated many aspects, from the interface to the business logic. However, this is precisely what made the project so exciting and promising.

I developed the business logic myself, focusing on the architecture and data structure, as well as the interaction between the frontend and backend. In my primary role, I work as an ML engineer and analyst, and I am well aware of the importance of properly designing the architecture from the very beginning. Making the wrong decisions early on can lead to significant problems down the road.

Sympee's mission is to create a convenient and effective solution for users, streamlining their daily tasks. People need a product to simplify processes, increase productivity, and improve their quality of life. Sympee offers an innovative approach to solving pressing problems, making users' lives more comfortable and organized. Our goal is to provide tools that help people achieve their goals faster and easier.

Sympee makes gratitude tangible, which is especially relevant in today's trend toward physical interaction. In an age where online communication is becoming the standard, we often limit ourselves to simple expressions of gratitude in messengers. However, sometimes you want to express your appreciation more personally: with coffee, sweets, or a dinner. Sympee offers a convenient solution for conveying emotions in just a few clicks, which is especially important when a loved one is in another city and there is no opportunity to meet in person.

We decided to focus on small gifts because they can be more meaningful and personal in everyday life. Small gifts, like coffee or dessert, create an atmosphere of warmth and care; they're affordable and can be given without a special occasion. Unlike larger gifts, which often come with significant anticipation and planning, small tokens of affection can instantly lift spirits and strengthen relationships. These simple moments can become powerful memories, reminding us that caring for loved ones is demonstrated not only in grand gestures but also in small, meaningful actions.

Gifts of flowers or cakes can be expensive and quickly exhausted, especially when the house lacks a vase. However, coffee is the perfect gift that can be given regularly. This drink has become the new currency of gratitude, allowing you to express your feelings and appreciation without breaking the bank. Coffee is suitable for any occasion and can be a pleasant surprise for family and friends.

The small gift amount makes our service more accessible. Not everyone is willing to spend 1,000 rubles on a gift, while an amount of 200-300 rubles is perceived as less significant. Such small expenses are easily accepted and do not require much thought. By choosing our service, you can give a pleasant gift without unnecessary hesitation.

This is just the beginning of our project. We already offer restaurants and barbershops, and we plan to add spas in the near future. We are creating a platform where everyone can find a gift for any occasion, from an iPhone to an apartment. Sympee's capabilities will continue to expand, and we strive to make your purchasing experience unique and convenient.

How Sympee Was Assembled

At first glance, it might seem that a highly motivated team would complete the project in no time. However, in practice, things are different. The task's timeframe can be extended due to various factors. The team faced numerous challenges, including a lack of clear requirements, communication difficulties, and unforeseen technical issues. These aspects can significantly impact project deadlines, even if the team is determined to succeed. It's important to remember that motivation is only one element influencing the outcome, and achieving goals requires a comprehensive approach to project management.

We developed our service in a short period of time. From the start of development to first sales, it took just four months. We launched in April and by August had already released a minimum viable product (MVP), which included both the client and partner components, as well as the necessary basic functionality. It's important to note that at this time, we all had full-time jobs, working on Sympee in the evenings and weekends.

Our first partners are located in St. Petersburg, the city where I live. My initial collaboration proposals weren't limited to sending emails. I personally visited local establishments and presented my project to them, actively discussing collaboration opportunities. This approach allowed me to establish closer ties and better understand the business needs in our region.

The project's rapid implementation was due not only to the team's high belief in its success but also to effective communication between participants. The team's cohesion and coordination played a key role in achieving our goals. Perhaps my support and motivation also contributed to this process, creating an atmosphere of trust and mutual support.

Managing two teams simultaneously truly requires significant resources. When working on my main project and a startup like Sympee, I prepared for weekly calls. We held short standups where we discussed progress and shared updates. Even if the results were minor, I always emphasized, "Guys, everything's fine, you're doing a great job." Keeping your team engaged is key to startup success.

I always strive to share positive news. For example, we recently added a new partner – Drinkit, a company that found us. These are truly small victories, and I try to keep everyone informed about them promptly. Achievements like these are inspiring and strengthen team spirit.

Currently, the project's success is based on the team's enthusiasm. We've already achieved our first sales, which help cover the costs of acquiring, servers, and advertising, but we don't yet have a stable income. Nevertheless, the team is demonstrating outstanding results and is genuinely passionate about the project. My main task is to keep them motivated and create an atmosphere of progress, which will help us move forward and grow the business.

How do you cope with difficulties? Where do you get your strength?

Life can be really challenging. I have a family, including a daughter, and I try to devote as much time as possible to them after work. In addition, I face financial obligations, such as a mortgage, and the need for repairs. This creates a multitude of personal and everyday tasks that require attention and resources.

Running helps me avoid burnout. I used to run, but last year I ran my first half marathon. At 21 kilometers, I realized that a startup is analogous to a long-distance race. This parallel inspires me, as both require persistence and strategy. Overcoming difficulties in running helps me cope with challenges in business. Regular training strengthens not only physical fitness but also mental resilience, which is especially important for successfully running a startup.

When you start running, you are filled with energy, adrenaline, and motivation, and music plays to lift your spirits. However, by the fifth kilometer, the feeling changes: the physical activity continues, but the euphoria fades. Pain and fatigue set in, and everything seems less easy than expected. You want to stop, because no one will judge you for it. But at this point, the competition is not with others, but with yourself. You can take a step back and stop running, but if your goal is the finish line, you have to keep going, despite the difficulties. It's important to remember that even after a long journey, which has already been covered, it's worth continuing to achieve the desired result.

I share this idea with the team: "Imagine that we, like Sympee, are running a half marathon. We are at kilometer 12. Yes, it's difficult. But we've already covered 11 kilometers. We are among the few who have reached the market, who have already made their first sales, and who have been noticed."

I sincerely love what we do. Every sale is a real inspiration for me. It means that someone truly appreciates the product we created and launched. This feeling of having implemented something meaningful and useful gives you strength and motivation to keep working. Every success confirms that our efforts are not in vain and that we are making a difference in the lives of our customers.

When working on a startup, one of the most difficult aspects is finding and attracting investment. At the initial stage, it's important not only to develop a unique idea but also to communicate it to potential investors. The startup market is highly competitive, and it's essential to stand out by demonstrating your value and growth potential. Difficulties can also arise when building a team, as the success of your plans depends on it. Finding qualified specialists who share your vision and are willing to work in an environment of uncertainty is a significant challenge. Furthermore, startups often face challenges adapting to changing market conditions and customer needs, which requires flexibility and the ability to make quick decisions. Each of these factors can significantly impact a startup's success. Marketing is a complex field, especially for those starting out with no experience. Starting from scratch, when you need to sell not just a product but an idea, requires specialized skills and knowledge. Effective marketing involves understanding the target audience, creating engaging content, and utilizing a variety of communication channels for maximum impact. Developing a strategy and skillfully using marketing tools will help you overcome initial difficulties and achieve success in promoting your idea or product.

In marketing, the key is to convey the core message to customers: you don't just offer coffee, you provide attention and care. Customers who try your product often say, "This is really great!" However, to ensure they understand this, you need to create attractive packaging, use simple and clear language, and emphasize the benefits you provide. Effective communication and a clear message will help your business stand out from the competition and attract more customers.

We work iteratively, constantly simplifying processes, changing approaches, and adapting communications. The launch of a mobile app has significantly simplified interactions with our users. However, despite the challenges, marketing remains a vital tool for achieving growth. Building a solid foundation at this stage will make it easier for us to scale in the future.

How the service works

Sympee offers users a simple and convenient way to send compliments. The process begins with selecting a compliment on the platform. The user can browse available options, choosing the one that best suits their intent. After selecting a compliment, the checkout process begins, where they must enter the recipient's details, such as their name and contact information.

After completing the order, the user receives a purchase confirmation. Depending on the selected gift, it can be delivered immediately or within a specified timeframe. The recipient receives a notification about the compliment, making the process interactive and enjoyable.

Sympee provides ease and accessibility for all users, making sending compliments simple and quick, which helps build relationships and create positive emotions.

Sympee functions as a marketplace, providing users with a convenient way to choose gifts. By visiting the website or app, users can filter options by brand or location, significantly simplifying the search. After selecting a gift, the payment process takes place, after which the customer receives a link to a QR code. This QR code can be easily shared via instant messaging, sent via SMS, or even printed for personal delivery. Thus, Sympee offers a modern and convenient solution for buying and giving gifts.

Recipient Scans a QR code and receives information about where and how to receive a gift. They come to the establishment, show the code, and receive a compliment. We also offer the opportunity to "give back," which we strive to make a new tradition. This helps create a mutually beneficial relationship between the recipient and the giver, helping to create a pleasant atmosphere and strengthen ties.

As a sender, you can track the status of a gift and see if it has been used by the recipient. Many services offer features that allow you to see whether a gift has been opened and used. This can be useful for understanding how your gift has been appreciated. Make sure you use a platform that offers such features so you can track interactions with your gift.

Yes, absolutely. The purchaser of the gift will be able to track its status. We will soon be introducing personalized push notifications. For example, users will receive messages such as "Your gift has been used - you made someone's day." This is an important aspect that reminds them that you have made someone happy. Such notifications bring joy and create positive emotions.

The "Cancel Compliment" function is available in your personal account for processing a return. When using this option, we issue a refund to the user who placed the order.

From the partner's perspective, this looks like a mutually beneficial cooperation. The partner sees an opportunity for growth and development, as well as gains access to new resources and markets. It's important to remember that a successful partnership is based on trust, honesty, and open communication. Each partner must understand their roles and responsibilities to achieve shared goals. Effective communication between partners minimizes risks and maximizes results, ultimately leading to a successful joint business.

The task was challenging. We aimed to keep our partner's accounting records intact. Each business uses unique CRM systems and has its own accounting requirements. Despite the difficulties, we managed to develop an effective solution that takes into account all the nuances and ensures smooth accounting operations.

Purchases through Sympee are processed using the "cashless payment without a fiscal document" mode. In this process, the partner writes off the goods, and we, as an agent, issue a receipt. This scheme helps avoid double taxation and ensures transparent reporting. Using Sympee for cashless payments streamlines financial processes and simplifies interactions between all parties involved.

Each partner and their point of sale has a unique PIN code. When a user arrives with a QR code, an employee enters the PIN code, confirms the order, and delivers the goods. If the goods are unavailable, the employee clicks the "Cannot issue" button. In this situation, they can offer a replacement or cancel the order, refunding the user. This approach ensures convenience and transparency in the process of receiving goods, and also improves the level of service for customers.

We will transfer funds to the partner only after the gift is issued. Previously, we processed the transfer immediately after payment for the gift in our service, but this created inconvenience due to the need to manage returns. Now, our system provides a more convenient and secure process for everyone involved.

Sympee is a powerful tool that brings significant benefits to businesses. Partners benefit from working with us thanks to our unique solutions aimed at optimizing processes and increasing profits. We offer integrated technologies that help improve customer experience, increase operational efficiency, and reduce costs.

Our platform provides access to real-time analytics, allowing you to make informed decisions based on data. In addition, we actively support our partners, providing the necessary technical and consulting assistance. Cooperation with Sympee opens new opportunities for growth and expansion, making us a reliable partner in the market.

Sympee is an effective marketing tool that helps attract new customers to your offline business. With its help, companies can optimize their advertising strategies, improving engagement with potential customers and increasing sales. Using Sympee allows businesses to more precisely target their audience, significantly increasing the chances of successfully attracting customers to their physical stores.

I conducted a thorough analysis of coffee shop promotion methods, studying social media, reviews, and SMM strategies. I realized that a beautiful photo of a croissant in a feed is not a sufficient reason to visit a coffee shop. Most users simply scroll past such posts. However, the advertising costs have already been incurred: post creation, targeting, and design require significant investment, which can reach tens of thousands of rubles. As a result, the cost of acquiring one customer can range from 500 to 700 rubles. Effective promotion requires a more in-depth approach and analysis to ensure a return on investment and attract interested customers.

Our customer acquisition costs start at 45 rubles. The commission on each purchase varies and ranges from 15% for items priced up to 500 rubles. We offer favorable terms for partners and a transparent payment system, allowing for effective budget management and increased profits.

If a coffee costs 300 rubles, a business receives 45 rubles from us for attracting a customer, which is a more cost-effective solution than any advertising. Furthermore, after the first purchase, the average bill can be increased by upselling products such as syrups, desserts, or second coffees. This creates additional revenue streams and improves overall business profitability.

The second important aspect is expanding reach. For example, if you have a coffee shop in St. Petersburg, and a customer from Tyumen wants to give their friend a coffee from your establishment, this is impossible in a traditional offline format due to physical presence restrictions. We offer businesses the opportunity to attract an audience that can be located anywhere in the country, which significantly increases sales potential and expands the customer base.

We plan to use various strategies to attract traffic and direct it to our partners. First and foremost, we will focus on search engine optimization, which will help us increase the site's visibility in search results. We also plan to actively use social media to promote partner offers and engage with our audience.

Furthermore, we intend to implement email marketing, sending targeted newsletters with relevant offers. Analyzing and using user behavior data on the site will help us more effectively customize advertising campaigns. Our goal is to create a steady flow of interested visitors to our partners, providing them with high-quality leads and increasing overall conversion.

This is undoubtedly one of the most complex issues, which again raises the topic of marketing. We work in several areas simultaneously, which allows us to cover a wide range of needs and preferences of our audience. This multifaceted approach to marketing strategies helps us effectively attract customers and increase their loyalty.

The first thing we do is leverage the resources of our partners. Every coffee shop has a loyal audience that might be interested in a kind gesture, like gifting a coffee to a friend at their favorite establishment. We provide an effective tool for implementing this idea.

We actively engage with students, supporting various events at Bonch-Bruevich University. We provide gifts and share information about our Sympee project. We also have ambassadors—students who represent our brand, distribute merchandise and coffee using promo codes, and also spread the word about us. This creates vibrant and organic advertising, helping to popularize our brand among young people.

We actively work with companies and are in talks with banks about integrating Sympee into their corporate culture. Our app allows employees to gift each other coffee or desserts, which creates a pleasant atmosphere and fosters team spirit. Moreover, employees can continue to use Sympee outside of work hours, making interactions more flexible and engaging. Integrating Sympee into the corporate environment not only improves relationships within the team but also increases overall productivity.

What's happening with the project now

We already have a significant number of partners connected. We continue to actively expand our network to offer clients a wide selection of services and products. Adding new partners allows us to improve the quality of service and offer more favorable terms for cooperation. If you would like to become part of our team, please contact us for more information.

Currently, the number exceeds 30.

You Are you considering expanding your business beyond St. Petersburg?

We've already launched in Moscow and are actively negotiating with coffee shops in cities such as Barnaul, Kazan, Samara, Yekaterinburg, and Vladivostok.

Do you have internal statistics on gift popularity? Which ones are most popular among customers?

This is my favorite dashboard, which I created myself. I regularly use it for analysis: I track the number of sales, the number of users, and identify leading establishments.

Currently, Drinkit occupies a leading position in the number of orders, offering at least two drinks daily through the Sympee platform. Orders from coffee shops and Japanese cuisine establishments are especially popular, confirming the growing consumer interest in a variety of drinks and culinary traditions.

Most of our partners receive one or two orders per day, which provides them with a stable income. We are actively implementing push notifications, testing innovative methods, and continuing to expand the network of connected establishments. Our approach improves partner visibility and increases the number of orders, which contributes to their successful business development.

Your company's average check is currently a certain amount, which allows you to evaluate the financial effectiveness of your business model. The profitability of this model depends on various factors, including sales volume, cost level, and the marginality of your offerings. To improve financial performance, it is important to analyze current trends and adapt your strategy to market changes. Optimizing the average check can contribute to increased profits and strengthen your company's position.

The average check is approximately 500 rubles. We have added more expensive items to our assortment, such as restaurants and barbershops, which has slightly increased the average check. Sympee earns between 30 and 100 rubles from each purchase, depending on the value of the gift.

In May, we reached a record, completing approximately 200 purchases. This was an important milestone for our company, as we became self-sufficient for the first time, fully covering the costs of servers, acquiring, and taxes. Previously, all costs were financed from the team's personal funds, and some members supported the project as much as they could. We don't have mandatory contributions: if someone can contribute, that's great, but if not, that's okay too. The most important thing is that each member contributes their time, which is the most valuable resource.

I handle various aspects of the work, from development to tax accounting. How did I get to this point? It's the result of constant study and practice in various fields. I closely followed new trends, read specialized literature, and took courses, which allowed me to develop a comprehensive understanding of the processes associated with development and financial management. This experience helps me effectively solve problems and find optimal solutions in various areas.

I combine the roles of accountant, front-end developer, and ML engineer. I acquired all my skills through practice, studying the necessary materials and consulting with experts. My mother, the chief accountant, supported me with advice but didn't help with the work, so I had to master all the intricacies on my own. I learned how to properly pay taxes, set up acquiring, and report the collection of personal data to Roskomnadzor. For example, I hadn't previously known about the need for official notification when collecting personal data, which has become an important aspect of my work.

I successfully completed the legal aspects with the support of friends and students from St. Petersburg State University. We developed an offer, an agency agreement, and a privacy policy—all in compliance with all regulations and requirements. This experience was invaluable for me, and now I am confident in my ability to explain every clause and every wording of the agreement. I sign all documents myself, using electronic document management.

Working full-time while simultaneously working on the Sympee project, playing sports, and caring for my family requires effective time management. How do you balance all these important aspects of life? The key is proper planning and prioritization. It is necessary to allocate time for each area to ensure a balance between work, personal hobbies, and family responsibilities. Effective time management techniques, such as creating a schedule and using digital tools, can significantly simplify this process. Finding moments for rest and recuperation is essential to maintaining high productivity and not losing interest in every aspect of your life.

I don't find time for entertainment. I don't have a PlayStation, I don't watch TV series, and I don't spend time on YouTube. There are only 24 hours in a day, and I try to devote at least half an hour to my daughter. She doesn't care what I do in business—she just needs her dad, and she is my main source of inspiration.

Every morning, after I drop my daughter off at preschool, I go running. It gives me energy for the whole day. I get up early, at six or six-fifteen. This makes my day longer and more productive. Regular morning runs not only improve my physical fitness but also help boost my mood and concentration. This approach to my morning routine helps me manage my daily tasks and stay active.

Modern business requires a deep understanding of current realities and trends. Understanding these aspects allows companies to adapt, develop, and remain competitive. It's important to monitor market changes, analyze consumer behavior, and apply innovative management approaches. In this context, it's useful to study relevant articles that cover various aspects of modern business, including marketing, technology, and management strategies. By expanding your knowledge, you'll be able to better navigate the complex business environment and make informed decisions.

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