Roundtable 21 vs 212 - a discusson of digital startups+trends in Brazil vs US. With Benjamin White and Marcelo Sales, from 21212.com

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Digital Accelerator

2. BENJAMIN WHITE
ben@21212.com
@instantbenjamin

3. • TAGWORKS / Founder + Creative
Director / Web Development, PHP
Coder, Designer / AOL, BMG, Loud,
Timex, Sony, MTV
• PLATFORM.NET / Founder + President /
Youth Culture Portal, 50+ Magazine and
Clothing Partners / Investment from
Sony, Sold to Hookt and P Diddy
.
ABOUT ME • COMPLEX / Founder, EIC, CCO /
Magazine, Custom Pubs, Media
Network / Investment from Accel
Partners
• MTV.COM / GM, VP Digital / Mtv.com,
Mtv Mobile, Focused on broadband
video / $7M to $40M+
• SLING MEDIA / CCO, Founder Sling
Media Group / Built Sling.com / Sold to
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Echostar (Dish Networks) for $380M
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17. 12 DIRECTION 1
• I DON'T HAVE A REAL JOB!
REC
E O
H
R
T
DSETTE
IL
C
N R
ENTREPRENEUR
COU
•
LIFE AFTER • ANGEL INVESTOR
AN EXIT
• ADVISOR + CONSULTANT
• PRODUCT SPECIALIST
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18. 21 212
THE FUTURE • PARTNERING WITH STARTUPS (YOU!)
• DOING MORE FASTER
• SEIZE OPPORTUNITIES IN BRAZIL
• HELP BUILD AN ECOSYSTEM
• FAILING FASTER
• DO WHAT MORE OF WHAT I LOVE
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19. • WORK WITH GREAT PEOPLE
• SOLVE HUMAN PROBLEMS
MY • HUNT FOR OPPORTUNITIES
PHILOSOPHY
• REDUCE FRICTION
• DELIGHT YOUR CUSTOMERS
• HAVE FUN
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20. MY
EXECUTION IS EVERYTHING ...
PHILOSOPHY
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21. MY
... AND THE REST IS TIMING
PHILOSOPHY
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22. MY
ONE MORE THING
PHILOSOPHY
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23. MY
EMBRACE YOUR CRAZY
PHILOSOPHY
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25. DISCUSSION 21 vs 212
A discussion of digital startups + trends in
US and Brazil - w/ Benjamin White and
Marcelo Sales
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26. 21212 / MENTORSHIP
TRENDS +
MOVEMENTS IMPORTANT TRENDS IN US
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27. 21212 / MENTORSHIP
TRENDS +
COLLABORATIVE CONSUMPTION
MOVEMENTS New societal and technological changes are creating online
communities built around trust and reputation where users can
transact directly with one another, offering flexibility and removing
the burden of large fixed costs.
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28. 21212 / MENTORSHIP
TRENDS +
GOING VERTICAL
MOVEMENTS Products are moving into more narrrow verticals, with tailored
solutions that provide more effective solutions to people's
problems. From hardware to software we are seeing a move
from the more general to the more specific.
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29. 21212 / MENTORSHIP
TRENDS +
RISE OF THE PLATFORM
MOVEMENTS Scaled platforms have proven that more specific, integrated
platforms can dramatically reduce consumer friction and deliver
more consistent and delightful experiences.
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30. 21212 / MENTORSHIP
TRENDS +
GAMIFICATION + DELIGHT
MOVEMENTS Gamification typically involves applying game design thinking
to non-game applications to make them more fun and engaging.
Gamification can potentially be applied to any industry and
almost anything to create fun and engaging experiences,
converting users into players.
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31. 21212 / MENTORSHIP
TRENDS +
ONLINE GOES OFFLINE
MOVEMENTS Thanks to wireless and smartphones, the links between online
and offline commerce are becoming much stronger. We’re
seeing the merger of digital payment models with incentives for
consumers to go to physical stores, where merchants can forge
more meaningful relationships with them.
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32. 21212 / MENTORSHIP
TRENDS +
SOCIAL DISCOVERY + COMMERCE
MOVEMENTS Svpply, The Fancy and Pinterest let users curate their own
digital product catalogs. Retailers like Fab, Everlane, and Lot18
bring limited-inventory shopping to discerning buyers who seek
the feel of an independent boutique, and reward users for
sharing their finds with friends.
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33. 21212 / MENTORSHIP
TRENDS +
MOVEMENTS BRAZIL
South America’s biggest economy and largest recipient of
foreign investment, and it’s gaining a powerful new middle-class
of eager consumers who should be on the mind of any company
that’s looking to innovate on a global scale.
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34. 21212 / MENTORSHIP
BRAZIL
• THE GREAT CONFLUENCE
TRENDS +
MOVEMENTS • VENTURE CAPITAL GETS REAL
• E-COMMERCE
• MOBILE LEAPFROG
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35. Growth in Reach of Almost All Major Online Categories in Brazil
Key Categories
Reach of Brazilian Population, 2009 vs 2010
86% 59%
Search/Navigation Growth: +7% Downloads +2%
80% 58%
85% 59%
Social Networking +10% News/Information ---
78% 59%
75% 53%
SLIDE TITLE
e-mail +5% Games +1%
72% 53%
71% 43%
Blogs +9% Photos +17%
OUR SKILLSET AND OUR 65% 37%
71% 41%
Instant Messengers +5% Business/Finance +5%
67% 40%
70% -4% 40%
Retail +9% Education
64% 41%
68% 40%
Multimedia +9% Sports +1%
63% 39%
64% 33%
+3% TV +2%
Directories/Resources 62% 32%
60% 25%
Community +5% Travel +14%
57% 22%
60% 22% 2010
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Technology +7% Automotive -1%
56% 22% 2009
© comScore, Inc. Proprietary and Confidential. 8 Internet Audience 15+ accessing Internet from Home or Work
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Source: comScore Media Metrix (Panel Only), December 2009 and December 2010

36. Retail Continues to Grow in Brazil
Retail Sites
 Seven out of ten web users in Brazil % Reach
visited a Retail site in December, a rate
that is the highest in the region WW 63.9%
Asia Pacific 54.2%
 Significant upside still remains, as
Europe 72.8%
Brazilians become more comfortable
SLIDE TITLE
North America 85.5%
with shopping and buying online
Latin America 62.1%
OUR SKILLSET AND OUR
Retail Sites Brazil 69.6%
Growth Mexico 59.3%
+9% +3% Argentina 62.7%
63.8% 69.6% 63.9%
61.8% Colombia 51.6%
Chile 58.1%
Peru 57.8%
Venezuela 60.3%
Brazil Worldwide
Puerto Rico 60.6%
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2009 Reach 2010 Reach
© comScore, Inc. Proprietary and Confidential. 9 Brazilian Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix (Panel Only), Dec 2009 & December 2010 36

37. Social Networking in Brazil and Around the World
Social Networking Sites
 The reach of the Social Networking % Reach
category continues to be very high
throughout Latin America WW 70.5%
 In Brazil, even with such a high reach, Asia Pacific 47.9%
the category is amazingly still growing Europe 84.4%
SLIDE TITLE
North America 89.8%
Latin America 87.7%
OUR SKILLSET AND OUR
Social Networking Sites Brazil 85.3%
Growth
Mexico 88.8%
+10% +4%
Argentina 89.7%
77.9% 85.3%
67.6% 70.5% Colombia 88.6%
Chile 91.7%
Peru 90.9%
Brazil Worldwide Venezuela 88.9%
2009 Reach 2010 Reach Puerto Rico 85.9%
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Source: comScore Media Metrix (Panel Only), December 2010 37

38. Social Networking Worldwide (15+), March 2011
SLIDE TITLE
OUR SKILLSET AND OUR
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39. 21212 / MENTORSHIP
THE RISE OF THE MIDDLE CLASS
BRAZIL TREND
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