Liqvid. About
The Liqvid company develops the online service Liqvid Live for managing content on connected screens. The service was created for small sized entrepreneurs who manage points of sale and want to place screens with entertainment content, as well as information about their promotions and offers.
Liqvid Live allows you:
  • to upload any content formats in 15 minutes,
  • set up a flexible display schedule,
  • connect an unlimited number of screens to your network, even from different location,
  • and also alternate TV broadcasts of various channels with your own promo videos and advertisements.
Unique simplicity of user
experience and suitability
for small business needs
The key benefit of the product is its unique simplicity of user experience and suitability for small business needs. This is the first product on the market that eliminates the need for flash drives, complex software, and hardware networks. Previously, this functionality was only available to large companies and ad networks.
In their work, the founders draw inspiration from the eternal myth of Prometheus. They take technology from big companies and turn it into a simple user experience for entrepreneurs around the world. They light up the lights of the screens and allow any business to brightly illuminate their product and move from the paper age to the digital world.
The company was founded in Moscow in 2018, by Alexander Soloviev (former top manager of Russ Outdoor) and Maxim Panasenko (former security systems engineer and product owner of large IT projects). In 2020, the company attracted angel investments in the amount of $ 1 million from the founder of Russ Outdoor Maxim Tkachev.
Liqvid. In detail
Idea
By Alexander Soloviev
co-founder
I have been working in media and visual communications since 2005. First we installed billboards, then the first bulky TVs. Now, instead of them, thin screens are shining all over the city. As long as technology was expensive, it appeared quietly and cautiously. And then there was an explosive growth, and today you can buy a normal business screen for two hundred dollars.

By 2018, I was ready to retire from the industry. Then one day Maxim Panasenko came to see me. He showed a working prototype of his system for controlling screens and suggested developing it together. I tried the systems out, these were technically complex software and hardware solutions that only large companies with a large staff of engineers could afford. Maxim figured out how to simplify them and move them to the cloud.

In 2020, we went even further. We figured out how to take the technologies of large companies, these ‘celestials' and make them available to ordinary people, owners of small cafes, restaurants, shops, clubs. How to give millions of small entrepreneurs around the world the opportunity to tell their story, to highlight their product, to "light up the screens" and therefore to make the big transition from the paper age to the digital age. Then I realized that this is my life’s mission.

Now screens are a common way to convey information to the consumer. To create a café atmosphere, paper menus, promotional flyers and chalkboards are still being written out on the tables with ‘soup of the day'. But there is a screen nearby and there are beautiful videos spinning where meat is fried on the grill, and a pastry chef shakes off powdered sugar on a cheesecake.

If it’s fast food, there will be a menu on the screen. Then the buyer will know that he will be given soda as a gift for the hamburger and potatoes. This drives commerce. If you don’t tell your customers you are giving discounts on family brunches on weekends, the tables will be empty.

Screens are proliferating in all businesses that have customer spaces. You pedal in the fitness center and gaze at the moving pictures on the wall. At this moment, you can be told whatever the club owner wants and there they show music videos, the correct technique of Romanian cravings, sell group classes, advertise new cocktails in the fitness bar.
History
By Alexander Soloviev
co-founder
Maxim and I started in 2018. We went to clients, collected information in order to understand how everything should work and what things need to be foreseen for the future.

First, we developed an enterprise SaaS software for managing monitor networks. We sold them to large companies that own ad screen networks. Spring 2021, we entered the investment round with this product

And there was a pandemic. Everything was shut down, the business stopped as if the lights had been turned off. This affected us as well, we are also a small business. Our mindset turned upside down.
Entrepreneurs around the world were struggling to survive. And we were cut off from our large clients, they had no time for us.

While there was a lockdown in Russia, the countries of Asia opened up. We followed the news and suddenly realized that we needed to make another product, a simple, accessible, human solution. Our audience should be small entrepreneurs. Those who want to show themselves, their products and services, increase revenue at their points of sale, establish communications with their customers.

We needed a product that would not depend on the situation in one industry, one region. We needed a simple solution for massive scaling. It was like a blast of light in the head that pushed our horizons far beyond what we thought about at the start.
Dynamics
2018 year
Foundation of the company. The first version of the product. First clients.
2019 year
The first thousand licenses for an enterprise product.
2020 year
$ 1 million angel investment, a massive product development decision targeting small entrepreneurs around the world.
2021 год.
Launch of Liqvid Live, the product has been tested on the first clients and is ready to scale. The team consists of 20 people.
Market problem
Whether it was, it was not. Only once did one woman sell pastries on the corner of Cherry Tree Lane and Privet Drive. Read more…
The business was going up, because Maria knew exactly when a person needed a warm, fragrant bun, and when only an airy cake and, possibly, a couple of meringues would save a soul. She also constantly came up with new fillings and unusual tastes, new promotions and special offers.

In the morning, a pack of students gathered at a stop nearby and waited for the bus to the metro. Maria offered them a hearty pie and discount coffee. After lunch, mothers with strollers poured out onto the streets. Soon the children fell asleep from the measured rattling of the wheels, and the mothers could roll the stroller in the cafe and finally sit down for a cup of tea and cake. There was also a special offer for them. In the evening, the locals returned from work and Maria greeted them with the aroma of warm bread, two loaves for the price of one.

Previously, Mary's bakery was the only one in the area and people knew where to go. Then a couple more places opened. Maria scurried between the ovens and the cash register, chasing inexperienced employees. And when there was a minute, she leaned out of the window and called people to her.  But soon everyone began to do so. A baker from a nearby street hired a promoter and dressed him up in a dancing croissant costume. The croissant screams reached Maria's windows, and her tables were increasingly empty.

Then Maria began to print leaflets and flyers with new menu items, promotions and special offers. In the evening, she came up with the edits for the designer until late. Early in the morning she went to the printing house next door and picked up a pack of leaflets. In the evening the wind carried them along Cherry Tree Lane and Privet Drive. The next morning the janitor shook them off into a tin scoop, and Maria left the printing house with a new pack of leaflets.

The area fell under the renovation program and soon Cherry Tree Lane and Privet Drive streets were surrounded by columns of new buildings, the roofs of which were lost in the clouds. There were so many bakeries that in the evenings all the streets were strewn with leaflets. The students left, the children grew up, the local workers retired. Maria wanted to keep baking loaves and warming people's hearts with cakes. But in order to survive in a big city, something had to be changed.

In the evenings, lights came on in houses, streets, and super markets. The city looked down on the inhabitants with the twinkling eyes of thousands of screens. They hypnotized and beckoned to them. Maria guessed that she also needed to light a light - to illuminate her bakery from the outside and from the inside with a couple of screens. But it was totally unclear where to start.
*************************************************
By Maxim Panasenko
co-founder
There are small businesses like cafes, salons, gyms, etc. They want to broadcast their menu, discounts, and offers of the day. Previously, it was solved like this: they printed menus, advertisements, schedules, hung them in the premises or placed them near the place of business on banners… And then the screens appeared.

Businesses have realized that displaying information on the screen is cheaper and easier than printing. You buy a screen once and can use it. However, when you have a TV, you can only drive your videos there through a USB flash drive. Or you need to connect a laptop to the TV and output videos through it.

It is not comfortable. The system breaks down at the moment when there are more than one screens. If the screens are in different locations, you need a staff of flash couriers to run between screens, record new information, and change flash drives. As a result, it turned into a total headache.

This pain could be eased by software, but at that time it was only in large companies that managed large screen networks. It was difficult for an ordinary person — for example, for a cafe owner. It required special technical knowledge and even a special engineer. In addition, it was necessary to purchase equipment, servers, and infrastructure. Naturally, small businesses could not handle such high prerequisites.
Solution
By Maxim Panasenko
co-founder
We have closed this pain for small businesses. We made an application that can be configured and launched in 15 minutes. It does not require any special knowledge, complex pieces of iron. You just need to download the app from Google Play and launch it on your screen with built-in smart TV. Now 70% of new screens already come with this built-in smart box. For the rest, you can buy it separately.

A subscription to our app costs $ 12 per month for one screen. It allows you to typeset and display any content, posters, schedule, broadcast of TV channels. In the future, it will be possible to connect to an internal ad network and start getting an extra penny.

An infinite number of screens can be connected and lit simultaneously. We also offer infinite storage space.
90% of smart TVs are of three types — in half of the cases it is Android, then there are LG and Samsung. Now we are launched on the Android platform, further in the plans — to cover the main smart TV platforms.
Products
Liqvid is currently developing two products: Liqvid Live and Liqvid Pro.
Liqvid Live –
is a solution for small entrepreneurs who are far from complex technologies. It allows you to collect promotional materials, a price list or a menu in 15 minutes and display them on a screen.
Liqvid AdPro –
is a more sophisticated product for professional screen owners who sell ad placements.
Liqvid Live
By Maxim Panasenko
co-founder
When we started developing Liqvid, we set ourselves on the task of making a solution that would support millions of devices in 170 countries around the world. That is to say, this is a mass market product, and we had to make the experience of working with it as simple and easy as possible. It is the thoughtful user experience that gives us a big head start on the market now.

We wanted any conventional Maria from the corner bakery, any owner of a small hairdresser in Taganrog, or a street chef in Seoul to quickly download and customize the app. If a person is able to handle a smartphone, he will definitely understand our application and be able to display his promotional materials on his screen. The final version was tested on their grandmothers.

There are many complex algorithms under the hood. They allow an entrepreneur to display content according to their own schedules, use a variety of formats, rotate, and combine a TV broadcast with their own content. The user can upload any file and the system recognizes and accepts it for work, set the schedule of screenings, set up the alternation of his own content with TV broadcasts, and so on.

The app works where Google works. Now the main interface is in English, there are localizations in russian, since our client base is actively growing there.
Now we have a geographically distributed team - the guys are scattered from the south of Russia to eastern Siberia.
Market and competitors
By Maxim Panasenko
co-founder
Our first and main competitor is flash drives.

The second one is analogs of similar content management systems from large companies, complex IT solutions. We also have a complex product — a solution for distributed screen networks. However, we are entering a large market with a retail solution for small businesses.

At the same time, we do not see direct competitors that would exactly repeat our product strategy, tactics and approach to development. There are guys who make small separate chunks (eg TelemetryTV, Look, etc). But so far no one has completely repeated our product. However, our uniqueness lies precisely in the user experience. We take into account all minor needs and simplify the process of managing screens to the maximum.

Of course, we want to beat the flash drives. I believe it is possible. It’s enough just to show people that there is another option. Imagine that you have been making fire with sticks for many years, and suddenly you are offered, for example, an eternal lighter. You won’t need sticks anymore.

In 2018, the market volume of Smart TV sales was 198 million units worldwide. The volume is estimated to be 266 million by 2025 (Statista, 2021). According to the authors of the analytical report Digital Signage Future Trends 2019, every fifth entrepreneur in the world has at least one screen at his point. The global marketplace available to Liqvid is estimated at approximately 400 million users.
Investments
By Alexander Soloviev
co-founder
In 2020, Liqvid attracted angel investments from Maxim Tkachev, the Founder of Russ Outdoor.

We worked together for 14 years. When I joined him in the company, I was 22, left at 34. Everything that I know, I learned from him. When I realized that we are doing something interesting not only for us, but also for the world, I came to him and showed the product. We agreed that the project has a future.

The investor assists us at all levels — supports, lends a shoulder, helps to expand horizons. As if we have been walking side by side all our lives
Client statistics
1100+ screens in Russia, Singapore, Canada, USA, Asia, and India. Growth by 20% per month.
There is plenty of research on how screens are used in small businesses (e.g. Digital Signage Future Trends 2019). In terms of digitalization of advertising surfaces, Asia is ahead of the rest. Business is leaking into the digital world and is abandoning paper media. There are no major players, monopolists. Asia now is the "wild West" waiting to be mastered.
Development plans
In the next five years,
we want to connect
at least 300,000 screens
in a minimum of 10 countries
In the next five years, we want to connect at least 300,000 screens in a minimum of 10 countries, including the USA, Southeast Asia, and Europe.
We will also add tools that allow you to monetize screens. Don’t just upload and stream your content, but also have to share content with other screens. For example, there is a noodle shop, and around the corner there is a laundry. The owner of the laundry can advertise on the screen in the noodle shop and vice versa. This will allow users to exchange clients with one another.
We will also add mechanisms for tracking the audience, working with external traffic. This will allow you to monetize user traffic.
The core team
From left to right: Alexander Soloviev (founder), Maxim (founder), Tatyana Lobacheva (CEO).