TEND
TEND
Token: TND


Real luxury assets tokenized onto the blockchain

ICO dates
Start date: 2018-02-03
End date: 2018-02-28

Registrated in: Switzerland

Platform: Ethereum
Type: ERC20

PREMIUM ICO

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https://tend.swiss Screenshot
TEND categories
Investment
TEND whitepaper
Video
TEND token sale
KYC passing required Yes | Whitelist No | Restriction for countries No
Soft cap 2,500,000 CHF
Hard cap CHF 86 million
Tokens for sale 9,500,000
Token distribution in ICO
57%
57%
Price 1 TND = 10 CHF
Price in PreICO 1 TND = 8 CHF
Minimal investment 250 CHF
Acceppting ETH, Fiat
Bonus in ICO 20% discount for the first 3m tokens
TEND news, social
TEND search trends in Google
Random whitepaper excerpts

DISCLAIMER
All information and materials contained in this docment are provided for informational purposes only and are
subject to change at any time without notice. Tend Technologies AG, Zug/Switzerland ('TEND') may add
information to, remove or amend any information and/or material contained in this document at any time
and in its sole discretion. This document and all information contained herein is not directed at or intended
for use by any person resident or located in any jurisdiction where (1) the distribution of such information is
contrary to the laws of such jurisdiction; or (2) such distribution is prohibited without obtaining the necessary
licenses or authorizations by Tend and such licenses or authorizations have not been obtained.
Products and services described herein may not be eligible for sale or available to residents of certain
countries or certain categories of investors. Please consult the applicable terms and conditions such as
sales restrictions or key specific notes for further informati...

TABLE OF CONTENTS
A.
Business Opportunity
1.
Today’s Lack of Meaningful Investment Opportunities
2.
New Generation of Consumers
3.
Investments Driven by Passion, Purpose and Meaning
4.
Big Market Size
5.
Sustainable Revenue Model and Network-based Valuation Model
6.
Range of Competitive Differentiators
B.
Clear Execution Plan
1.
Customer-centric Product Development
2.
Establishing a New, Fresh Brand
3.
Winning Customers Through Digital Strategies & Networks
4.
Well-devised Go-to-Market Plan
5.
Ecosystem of Partners
C.
Technology Platform
1.
Logical Architecture Map
2.
Core Architecture
3.
Enabling Architecture
4.
Security
5.
Channels
4
5
6
7
8
9
10
11
12
13
14
16
19
20
21
22
24 ...

BUSINESS OPPORTUNITY
1.
TODAY’S LACK OF MEANINGFUL INVESTMENT
If you have worked hard to create some or even considerable wealth, you
may frustratingly find yourself in a no-man’s-land when it comes to wealth
management and investing. For today’s incumbent players, the ‘red carpet’
treatment
1
is accorded only to super wealthy families who have access to
alternative and exciting investment opportunities. Opportunities, which have
often outperformed the stock markets over the past decade.
Consequently, when it comes to investing, off-the-shelf, uninspiring financial
products are the norm for most clients. Providers tend to be stuck in an ‘old-
school’ wealth management mentality and typically push products with no
emotional value to their clients. Equities, bonds, ETFs, and investment funds
are generally not products consumers get excited about; these are merely
technical, impersonal ways of holding cash and are acquired in the hope of
increasing th...

BUSINESS OPPORTUNITY
2.
NEW GENERATION OF CONSUMERS
Ever-accelerating technological progress is shaping a new generation of
consumers. This is a globally-aware generation whose mindset and behaviours
are being facilitated by networked digital technologies (in particular digital
platforms and digital ecosystems). This modern generation is continuously
progressing and has a changed life context, i.e. a “keep options open” “asset-
light” life plan. Its members’ reality is influenced by the shared economy,
including a massive shift from ownership to access and from financial wealth
towards experiences.
However, there is no single path to fulfilment. It is very personal and knowledge,
passions, experiences, interests, online status and relationships are essential
to the modern consumer’s life. Clearly, time is the ultimate luxury and is both
protected and consumed with purpose and intention. Ensuring a positive impact
is a driving force for their consumerism; they seek ...

BUSINESS OPPORTUNITY
3.
INVESTMENTS DRIVEN BY PASSION, PURPOSE AND MEANING
In the face of these challenges and changed expectations, modern consumers
are in search of a place that broadens their investment universe by enabling them
to invest in special tangible assets that fulfil a passion or pursuit of a personally
important interest; they seek investments that are driven by purpose and
emotion. A place that combines ownership and the potential rewards of unique
investments with the satisfaction of real-life experiences.
To enable this new way of investing money, TEND establishes co-ownership
of these special objects of passion, purpose and meaning, lowering the
entry barriers that exist today. TEND uses the Ethereum blockchain to run
its application and to tokenize (i.e. convert and certify) the clients’ assets.
Tokenizing means creating “slices” of the precious object, which can then
be stored and traded as tokenized assets on the blockchain. The Ethereum
technology c...

BUSINESS OPPORTUNITY
4.
BIG MARKET SIZE
The latest wealth pyramid
3
includes 35 million millionaires and 365 million
so-called affluent people, i.e. totalling some 400 million people, globally. Their
combined wealth is approximately 220 trillion USD (116tr USD and 104tr USD
respectively) or about 85% of the world’s total wealth. Growth of wealth in the
emerging markets has, in the last 15 years, been three times faster than in the
mature markets
4
.
Based on our multi-dimensional market analysis (40 key data points out of 2000
available data dimensions
5
), we have identified the most promising markets for
TEND. We gave a particular emphasis on (a) a market’s future attractiveness (e.g.
urbanization and emergence of megacities as dominant geopolitical and wealth
creation factors in the coming decades); and (b) the ease of new business entry
(e.g. high or low competitive environment, margin pressures, share of wallet
opportunities,...

BUSINESS OPPORTUNITY
5.
SUSTAINABLE REVENUE MODEL AND NETWORK-BASED VALUATION MODEL
The willingness to pay combined with the purchasing power of our target
segment is very high, giving us a variety of revenue stream opportunities.
A subscription-based model, benefiting from the values of simplicity,
transparency and authenticity, allows us to provide our customers with a service
they can trust because we make zero gain from their data, transactions and
activities. Our model entails a yearly subscription fee per user giving access to
the unparalleled investment world of TEND. This subscription fee may vary from
market to market and is intended to cover the operational costs of TEND plus
a margin. We estimate this yearly fee to be between 500 CHF to 1’000 CHF
per user.
In addition, TEND will charge a fee for the tokenization of assets. Hence for each
asset that is onboarded to the TEND platform, a respective tokenization fee will
apply. The exact amount will depend on the resp...

BUSINESS OPPORTUNITY
6.
RANGE OF COMPETITIVE DIFFERENTIATORS
The uniqueness of TEND is characterized as follows:
(a) TEND gives access to a combination of investments and experiences people
of which could previously only dream of, thereby creating stories, memories and a
unique and emotional return on investment
(b) TEND improves people’s lives by removing their frustration with existing
wealth management services, enabling and empowering them to live their lives
with purpose and meaning, delivering value by refocusing their perspective of
wealth, whilst giving them back precious time
(c) Every person is different, as is their wealth, hence we have built a hyper-
personalized client product; TEND celebrates individuality
(d) Offering crowd-funded, sustainable, philanthropic investments with a view to
making a better world, enabling people to join in and be part of a more meaningful
and positive investment of money.
(e) TEND offers connection and community, i.e. “cre...

TEND Roadmap

1
TND Tokens Allocation
April
2
Product Alpha Launch to 100 Clients
April
3
Product Beta Launch to 400 Clients
Q2
4
Develop Improved Product
Q3
5
Launch v1.0 Product for Swiss Market
Q3
6
Launch v1.0 Product for International Market
Q3
Farid Chaouki
Farid Chaouki Creative Director

Ofir Kedmi
Ofir Kedmi Creative Director

Malin Thornberg
Malin Thornberg Senior Producer

Ian Wright
Ian Wright Process and Communications Director

Anthony Anderson
Anthony Anderson UI/UX designer

Lasse Kristensen
Lasse Kristensen UX advisor

George Ewing
George Ewing UI/UX designer

Florin Leu
Florin Leu Senior Software Developer

Vladimir Plotean
Vladimir Plotean Senior Software Developer

Jonas Pfeiffer
Jonas Pfeiffer Motion Designer

Rich Deighton
Rich Deighton Senior Graphic Designer

Ian Wright
Ian Wright
Process and Communications Director
COO & Co-Founder
Lasse Kristensen
Lasse Kristensen
UX advisor
Oliver Bussmann
Oliver Bussmann
Advisor
Strategic Advisor
Strategic Advisor