How Sympee Works – A Startup That Turns Thanks Into Coffee and Prizes

Contents:

• The Origins of Our Path
• How Sympee Was Assembled
• How the Service Works
• The Current Situation with the Project's Development

Is it possible to turn gratitude into a service? And is coffee a digital currency for expressing appreciation? Sergey Shirokov, who is the team lead of the machine learning team at Uzum and also the founder of the startup Sympee, found a solution to this problem. He developed a method that makes it easy to give small joys—like coffee, dessert, or a haircut—with just a few taps.

In this interview, he shared his thoughts with Skillbox Media's Business editorial team about how he manages to combine launching a startup with a paid job, family responsibilities, and exercise.

• Where did it all begin?
• How Sympee was put together?
• How does the service work?
• What is the current status of the project?

Sergey Shirokov, founder of the Sympee digital compliments platform and author of the Run. Create. Inspire Telegram channel, shared his answers to the questions asked.

Answers to the questions were provided by Sergey Shirokov, who is the creator of the Sympee digital compliments platform and runs the Run. Create. Inspire."

The Origins of Our Journey

— What sparked the idea for Sympee? What circumstances or thoughts prompted the development of this service?

— It all started not with some concept, but with my own personal challenge. In 2022, I was just starting out in IT after serving in the army under contract. Now I am a team lead on the machine learning team at Uzum, but at that time I was a complete beginner.

One day, while working as a junior developer, I faced a rather difficult task. A senior developer came to my aid, who really spent a lot of time helping me. I wanted to express my gratitude somehow, and not just with words or emojis. I wanted to give him something tangible, like buying him a coffee or offering to pay for a pizza. However, he was in another city. Transfer money? That wasn't an option, and I knew he'd probably refuse, since his hourly rate was significantly higher than 500 rubles for coffee.

I started looking for information on whether it was possible to give someone coffee or pizza without directly transferring money to their account, namely as a gift. In the process, I discovered that such an option was lacking in existing services. No one offered the ability to create a digital gift that a person could use at any time without having to interact with a courier. This realization became the starting point: if this isn't currently possible, then it's time to change it. That's how the idea for Sympee was born.

— The whole process turns out to be quite simple; if something doesn't work out, then you need to act. Did you immediately realize how this could be brought to life? How long did it take from the moment of inspiration to the start of work on Sympee?

— Actually, it turned out to be quite difficult. The idea arose and quickly faded from memory. At that time, I was just starting out in IT, actively immersing myself in the profession, studying extensively, and programming. The Sympee project began to develop about a year after the idea first occurred to me.

During this time, I tried to implement various projects. One of them was a Telegram bot designed to organize games in the yard. The user simply points to a spot on the football field and asks, "Who wants to play?" - and perhaps others will join in. I also had many other ideas and created several minimum viable products. I had a strong desire to create something unique, dynamic, and authentic.

A year later, I returned to the Sympee project again, but in a completely different frame of mind. I had developed significantly as a developer, became more confident, and began to understand the full scope of work required to implement the idea. I realized that I could not handle it on my own. This is no longer just a one-page website, but a full-fledged product with an ecosystem, personal accounts, and integrations with offline partners. Therefore, it became clear that we needed to build a real team.

— How did you come up with the idea to create your own team?

I started building the team by reaching out to my friends and their friends. One of my friends recommended a front-end developer. In turn, this developer recommended a designer. And I invited my friend to work on marketing.

We teamed up and started working without any salaries or financial payments, simply because the idea of ​​Sympee inspired each of us. After conducting a market analysis, we concluded that similar projects existed only in Asia, but they were presented in a coupon format, while our market had no such offerings at all.

Since the product was completely new and unique, it was impossible to simply say, "Let's create something similar to Samokat," as their business model is fundamentally different. Flowwow also wasn't suitable as a model: they offer a different range of gifts, have different logistics, and have different pricing. We realized we had entered a new area, which significantly complicated the processes—from interface design to business logic. However, this was precisely where our greatest passion lay.

I developed the business logic myself. I carefully considered the architecture, storage structures, and interactions between the front and backend data. In my day job, I work in machine learning and analytics, and I understand how critical it is to build a strong architecture from the start, as fixing bugs later can be incredibly difficult.

How would you describe the core purpose of Sympee? What value does this product provide to users?

Sympee makes gratitude tangible, and in today's era of virtual communication, this is especially relevant. We often express our appreciation through instant messaging apps, saying a simple "thank you," but sometimes we want to do it more sincerely: for example, by giving a cup of coffee, a sweet bun, or inviting someone to dinner. Sympee allows you to convey your emotions in just a few clicks. This is especially convenient when your friend is in another city, and you can't just show up with a treat.

— Why did you choose small gifts? What prevented you from choosing something more significant, like for a birthday, for example? Why is simple, instant pleasures like coffee or dessert preferred?

— After all, you can't give flowers or cake every day—it's expensive, and the vases in your home will quickly fill up. But coffee can be given endlessly; in my opinion, it's becoming a new way to express gratitude.

The small check amount makes our service more attractive: not everyone is willing to spend 1,000 rubles on a gift, whereas 200–300 rubles is an amount that doesn't require much thought. They just spend it, and that's it.

This is just the beginning of our journey. We already have restaurants and barbershops, and we plan to open spas in the near future. We are creating a platform where you can find a gift for any occasion: from an iPhone to an apartment—all of this can be given through Sympee. But that's only in the future.

How Sympee Was Assembled

At first glance, it might seem that a motivated team is capable of quickly implementing a project. However, how was it really? How long did it take and what challenges did you face?

— We successfully developed our service in a relatively short period of time. Just four months from launch to first sales. The process began in April, and by August we presented a minimum viable product (MVP), which included both the client and partner components, as well as all the core functions. At the same time, each of us continued to do our main work, and the Sympee project developed in our free time, in the evenings and on weekends.

My first partners were organizations from St. Petersburg, where I live. Instead of simply sending emails with collaboration proposals, I decided to personally visit local establishments and pitch them my project.

— Was the rapid completion of tasks possible due to the high belief in the project by everyone involved? Or perhaps a significant factor was the fact that you worked so well together as a team? Perhaps you had a special role in supporting the others?

In fact, maintaining two teams simultaneously is very resource-intensive. Every week, I prepared for Sympee calls, where we held short stand-up sessions to discuss progress and share news. Even if we didn't have any significant achievements, I always tried to maintain team spirit by saying, "Guys, everything is fine, you're doing great." It is crucial to keep team members engaged.

I strive to regularly share positive news: “Friends, "We have a new partner, Drinkit, they contacted us themselves!" These moments are truly our small achievements, and I try to convey them to everyone as quickly as possible.

At the moment, everything depends on enthusiasm. Yes, we have already made the first sales - they allow us to cover the costs of acquiring, servers, and advertising, but there is no stable income yet. Nevertheless, the team is working with full dedication. They are real enthusiasts who are sincerely passionate about the project. My role is to maintain their motivation and create an atmosphere of progress.

— How are you coping? Where do you get your inspiration and energy?

— Sometimes it is really difficult. I have a family, including a daughter, so outside of work I try to focus on them as much as possible. Besides, I have a mortgage and renovations. In general, a lot of personal and household chores have accumulated.

Running has become an important means for me to avoid burnout. I'd done this type of physical activity before, but last year was my first time running a half marathon. At 21 kilometers, I suddenly realized that a startup can be compared to a similar long distance.

At the beginning, you're full of energy, have a rush of adrenaline, are inspired, and the music is playing. But by the fifth kilometer, the feeling changes: you keep running, but without the same joy. Then fatigue and pain set in, and things aren't as easy as you'd hoped. You want to stop, and, in fact, no one will judge you for it. At that point, the fight is no longer with others, but with yourself. Yes, it's possible to quit the race. But if I strive to achieve my goal, I'll still have to start over, and I've already covered a significant distance.

I convey a similar idea to the team: "Friends, imagine that we, like Sympee, are running a half marathon. We're at kilometer 12. Yes, it's not easy. But we've already covered 11 kilometers. We're among the few who have even reached the market, who have already made their first sales, and who are starting to get noticed."

I genuinely enjoy what we do. Every sale is a real discovery for me. It means that someone truly appreciates the product we created, developed, and brought to market. The feeling that you've contributed to something meaningful gives you strength and inspiration.

— What aspects of creating a startup do you find the most difficult?

— I chose marketing because I have no experience in this area. Starting from scratch in marketing, especially when it comes to selling not just a product but a concept, is a highly complex task.

One of the most difficult tasks in marketing is the ability to convey the true meaning of the proposition to the client: you're not just selling coffee, you're offering attention and care. When people realize this, they react: "Great, this is really interesting!" However, for them to come to this understanding, proper packaging, clarity, and the use of the right, accessible language are necessary.

We are taking a step-by-step approach: simplifying processes, changing approaches, and adapting communication methods. By launching the mobile app, we simplified many tasks. However, it is worth admitting that marketing is a real headache. At the same time, it is a crucial element for our growth. If we create a solid foundation now, it will be easier for us to expand in the future.

How the service works

How does Sympee work for the average user? Let's look at the process, from the moment a compliment is purchased to its receipt.

First, the client selects the compliment they like through the Sympee platform. Then, they place an order, filling in the required information and choosing a convenient payment method. Once the transaction is successful, the user receives a purchase confirmation, which includes all the order details.

The next step is processing the gift. This may take some time, depending on the type and delivery method selected. Once processing is complete, the recipient is sent information about the gift, if required by the terms.

Finally, the recipient receives the gift within the agreed-upon time. Thus, the entire process, from purchase to receiving the gift, is simple and convenient for the user.

Sympee operates as a marketplace. Users can visit the website or mobile app, select a gift using filters by brand or geolocation, and make a payment. After completing the purchase, they are provided with a link to a QR code, which can be sent in any convenient way: via messenger, SMS, or even printed and delivered in person.

The recipient scans the QR code and receives information about the place and method of receiving the gift. He then goes to the designated establishment, shows the code and receives a pleasant surprise. We also have a "thank you" feature and are working to make it a standard practice.

— How Sender, can I track the status of the gift? Has the recipient used it?

— Absolutely. The person who purchased the gift will be able to track its status. We will also be introducing personalized push notifications soon. For example, users will receive messages like: "Your gift has been used—you made someone's day special." This is an important reminder that you brought joy to someone. And that really does bring joy.

In the personal section, there is a "Cancel compliment" button, which can be used to initiate the return process. In this case, a refund is issued to the user who placed the order.

— How is this perceived by the partner?

— In this situation, everything is much more complicated. Our priority goal is to avoid damaging our partner's accounting. Each business uses its own unique CRM system and has many specific nuances in bookkeeping. This created certain difficulties, but we were able to find a suitable solution.

Purchases through Sympee are processed under the "cashless payment without a fiscal document" category: in this case, the partner writes off the goods, and we act as an agent, issuing a receipt. This approach avoids double taxation and maintains accurate reporting.

Each partner and each of their locations has a unique PIN code. When a customer arrives with a QR code, an employee enters the corresponding PIN, confirms the order, and delivers the goods. If the product is out of stock, the employee clicks the "Cannot issue" button, after which he can offer an alternative option or cancel the order and return the money to the client.

Money transfers to our partner are processed only after the gift has been delivered. Previously, we sent money immediately after the client paid for the gift through our service. However, we soon encountered issues related to refunds, which created inconvenience for everyone involved.

— How does Sympee benefit companies? What are the advantages of working with you for partners?

Sympee is a marketing tool that helps attract new customers in the offline environment.

I conducted an extensive analysis of coffee shop promotion methods, carefully studying social media, user reviews, and SMM aspects. During this research, I came to the conclusion that an attractive photo of a croissant in the feed is not a sufficient reason to immediately head to the cafe. Most people simply scroll past such posts. However, advertising costs have already exhausted the budget: creating the publication, targeted advertising, and design all require significant investments, which can reach tens of thousands of rubles. As a result, the cost of attracting one client for a business is approximately 500-700 rubles.

Our average client acquisition cost starts at 45 rubles. The commission on each completed purchase varies and ranges from 15% for products priced under 500 rubles.

For example, if the price of coffee is 300 rubles, the company pays us 45 rubles for attracting a client who actually comes. This is much more profitable than any advertising campaign. And then you can offer additional items - syrup, dessert, or a second cup of coffee.

The second key aspect is increasing reach. Imagine that you own a coffee shop in St. Petersburg, and a client living in Tyumen wants to give her friend a coffee from your establishment. In a traditional offline format, this is impossible, as it is limited by the physical presence of visitors. We provide businesses with the opportunity to reach an audience that can be located anywhere.

— What strategies do you have for attracting traffic to your partners?

— This question is probably the most difficult, as it again raises the topic of marketing. We work in several areas at once.

First of all, it is worth paying attention to the opportunities provided by the partners themselves. Each coffee shop has its own loyal clientele: some people want to please their friends by choosing to give coffee at this particular establishment. We provide them with this tool.

Secondly, we actively interact with students. For example, we support various events at Bonch-Bruevich University, provide gifts, and share information about Sympee. In addition, we have ambassadors—students who wear our products, give away coffee using promo codes, and simply share information about us. It's a kind of natural and visual advertising.

The third point of our plan is interaction with companies. We are currently in discussions with banks, offering them the opportunity to integrate Sympee into their corporate traditions. Employees will be able to exchange gifts of coffee or desserts, which helps create a positive atmosphere and strengthens team spirit. In addition, these same employees will be able to use Sympee in their personal lives outside of working hours.

Current status of the project development

— How many partners do you currently have connected?

— Currently, more than 30.

— Do you intend to expand your horizons beyond St. Petersburg?

— Yes, absolutely. We are currently launching our operations in Moscow and are simultaneously negotiating with coffee shops in cities such as Barnaul, Kazan, Samara, Yekaterinburg, and Vladivostok.

— Do you have the inside track? What gifts are most in demand?

— Absolutely! This dashboard is my favorite—I created it myself and use it constantly: I track sales volume, the number of users, and find out which establishments are leading.

Currently, Drinkit ranks first in terms of orders, offering at least two drinks daily through the Sympee platform. Coffee establishments and Japanese restaurants are especially popular.

In most cases, our partners receive one to two orders daily, which has become a stable source of income for them. We are implementing push notifications, exploring new strategies, and continue to actively attract new establishments.

— What is your current average check amount, and how effective is this business model?

The average check amount is approximately 500 rubles. We have added more expensive items to our assortment, such as restaurants and barbershops, which has led to a slight increase in this amount. With every purchase, Sympee earns a profit of between 30 and 100 rubles, depending on the price of the selected gift.

In May, we recorded around 200 sales, which was a personal achievement and the moment we achieved self-sufficiency for the first time: we managed to cover the costs of server equipment, acquiring, and taxes. Previously, we financed all costs ourselves. Team members shared their funds where possible, but contributions are not mandatory. If someone can invest, great, but if not, that's also perfectly acceptable. The most important thing is investing time, because time is the most valuable resource.

— You do a lot of things, from creation to tax issues. How did you come to this understanding?

— Yes, I combine the roles of accountant, front-end developer, and ML engineer. All of this was learned through practice. I visited the tax office, studied legislation, and sought advice. My mother works as a chief accountant, but she immediately made it clear: "I can help, but I won't do the work for you." So I had to figure out many issues on my own: how to pay taxes correctly, how to formalize acquiring, and what needs to be reported to Roskomnadzor. For example, I hadn't even realized before that it was necessary to officially notify about the collection of personal data.

I also resolved the legal issues myself, relying on the help of friends and students from St. Petersburg State University. We developed an offer, an agency agreement, and a privacy policy—everything was done competently. I am sincerely grateful for this experience. Now I can explain every aspect of the contract and every wording in detail. I sign all the documents myself, using electronic document management.

— You have a full-time job, you also develop Sympee, play sports, and devote time to your family. How do you manage to combine all this?

— Honestly, I don't find the time. Something always has to come second. I don't have a PlayStation, I'm not into TV series, and I don't waste time on YouTube. The thing is, there are only 24 hours in a day, and I strive to devote at least half an hour to my daughter. She doesn't care what my profession is, she just needs a dad. She is my main source of inspiration.

Every morning I go running after taking my daughter to kindergarten. It fills me with energy. I admit, I get up early, around six or six-fifteen. Thanks to this, my day becomes longer.

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