The story

Back in 2010, an ambitious team, a great concept and big thinking around an innovative social commerce service; Based in Athens, Greece at the peak of the financial crisis (or what we thought it was the peak) this project had an additional challenge to face: extremely limited access to any form of funding. This post summarizes the story of


What if consumers could anonymously publish their buying plans online? What if retailers could target specific buying plans with special personalized offers?

The core concept focused on allowing consumers to organize and publish their buying plans anonymously, and then benefit from highly targeted/ personal offers along with social recommendations — opinions from their network. The idea was to built an online platform to empower consumers to ‘tell the market about their buying plans’ while at the same time empower retailers to perform intelligent, personalized or even 1–1 offerings.

A new communication channel enabling retailers to ‘talk to consumers’ who plan-to-buy what they sell
Retailers no longer need to predict, estimate or guess what consumers need or looking for: they just define the target audience using as primary dimension the ‘buying plan’

Retailers would use the platform to promote a certain product to those consumers actually planning to buy it or, in a more aggressive scenario, to those planning to buy a competitive one. Furthermore, retailers would benefit from a new capability: to make personal offers directly to selected consumers. Moreover, users would experience highly-related interactive ads with the ability to submit feedback to the advertiser anonymously.


To build a new SOCIAL COMMERCE platform enabling more effective communication between consumers and corporations


A SHOPPING ADVISOR for consumers

A free service for consumers offering a range of new capabilities such as social advice, targeted & personalized offers, according to their buying plans, highly-related, rich-media content, including ‘interactive’ ads. for consumers

A CAMPAIGNING platform for Retailers

Advanced functionality for Retailers to target customers according to their buying plans, get promoted via personalized offers, video ads, product sponsorships, achieve significant social-media effects; Get feedback, insight & analytics on each promotional activity for Retailers


The idea was to enable users to instantly ask people they know and trust, for a hint, idea or advice regarding a significant purchasing decision.

With a click of a button, a user could ask for a product advice from selected Facebook friends or groups, Twitter followers, specific friends via e-mail or any combination of the above. Feedback would then be presented to the user via an easy-to-read visualization of hints, statistics, recommendations & trends experience — as provided by user’s ‘circle of trust

A continuous flow of social advice & ideas through the ™ concept: a social utility empowering consumers to gather opinions, comments & ideas from people they know and trust

Personalized OFFERS

In absolute contrast with the %deal% range of services, was about personalized experiences, intelligent offers and content delivery. introduced highly targeted/ personalized offers on exactly what the user needed, timely and anonymously. Users were able to select the offers of interest and only then unveil their personal data to the retailers supported registration and administration of virtually any buying plan across a large number of heterogeneous categories, allowing consumers to do purchasing planning & budgeting for all personal, family and small business related expenses — a management tool for scheduling & administering spending.


Users had access to an ‘endless’ feed of rich video content, including ads, all matching the selected buying plan: highly-relevant ads, interactive and also allowing the user to submit feedback to the advertiser! Anonymously! for Retailers — home page


A small but highly motivated and skilled team with clear vision and remarkable expertise in software engineering, large-scale information systems design & web-development, data mining, Business Intelligence, Analytics and large data store design.

The team — George Krasadakis, Alexandros Fourlis, Christina Filippou, Alexandros Tzoumas, Stefanos Maragos, Homer Keramidas, John Krasadakis, Vassilis Aggelis


Following real agile engineering principles, we delivered a fully functional MVP based on a highly engineered, scalable architecture using the latest tech stack available at the time — also leveraging cloud services and content delivery networks. attracted attention and generated noise in the Greek market and appeared several times in major media channels — including Star Channel TV prime time News.

Vassilis Aggelis, our business development director, on a short interview on how plantobuy wants to change the market


Our MVP ironically proved to be not really Viable nor Minimum: carried away by our passion for technological excellence, we over-engineered and possibly over-complicated particular components and processes. This had a significant opportunity cost which, given the extremely limited resources, proved to be a critical factor for the success of the launch: Although there was remarkable interest from consumers and some tenths of thousands of users within the first couple of months, we failed to prevent the time gap, the disconnect between the user base growth and retailer engagement. This gap was the main reason for low user engagement which impacted all our major KPIs. By the time we achieved to on-board a couple of hundreds active retailers -a major achievement- we also had significant cash-flow issues along with slow moving negotiations for funding.

All the above combined with the financial crisis in Greece (+ the realization that the ‘crisis peak’ we have been experiencing was not really the peak) made service interruption the only meaningful option

The service was discontinued back in Feb 2014.