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Ardent Capital overview by Adrian Vanzyl - WebMob Thailand - April 2013

Ardent Capital overview by Adrian Vanzyl - WebMob Thailand - April 2013



Ardent Capital overview by Adrian Vanzyl - WebMob Thailand - April 2013

Ardent Capital overview by Adrian Vanzyl - WebMob Thailand - April 2013



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    Ardent Capital overview by Adrian Vanzyl - WebMob Thailand - April 2013 Ardent Capital overview by Adrian Vanzyl - WebMob Thailand - April 2013 Presentation Transcript

    • Company OverviewAdrian Vanzyl | April 2013
    • Table of ContentsMarketsCompanyTeamLabsTechnologyPortfolioInvestmentAppendix
    • Market OpportunityUnit ID SG PH VN TH MY China USPopulation M 248 5.2 95 88 69.5 28.9 1344 312# Online M 55 3.37 29 30 20.6 18.5 513 245.2% Online % 22% 65% 31% 34% 30% 64% 38% 79%# Facebook Users # 38.8 2.6 27.7 8.5 14.2 13.2 NA 167.8# Ecommerce Shoppers # 3.6 1.2 5.8 12.6 11.7 10.5 164 184Ecommerce Shoppers % 6.5% 36% 20% 42% 57% 57% 32% 75%Retail Sales USD B 134 31 32 108 139 51 2,380 4,700B2C Ecommerce Market USD B 0.9 1.1 1 0.5 4.3 0.7 119 343Ecommerce % of Retail % 0.7% 3.5% 3.1% 0.5% 3.1% 1.4% 5% 10%Spend Per Spender USD 252 917 172 42 365 68 726 1,864Source: Nielsen, Comscore, PWC HK, ATKearny, researchandmarkets.com,Dailysocial, smu.edu.sg, ecommerce.org.sg
    • Table of ContentsMarketsCompanyTeamLabsTechnologyPortfolioInvestmentAppendix
    • Ardent was founded to capitalize on thefollowing drivers shaping commerce in SEA:• Rapid and dramatic increase in the middle “spending” class• Shift of retail buying behavior to online from traditional• Increasing cost of staff, marketing, and rent for traditionalbusinesses to scale• Search for technology to improve business processes and findmore efficient sales and distribution channels• Companies (local, regional, & global) have been instructed toenter the online commerce space aggressively. The lack oflocal talent and increased competition has accelerated theneed to acquire vs build.
    • Building brand new internet brands– That affect > 10M consumers– Do this quickly (18 months)– And inexpensively (social media)Proven track record & global precedents– Competitive landscape still immature, butchanging fast– Customer acquisition costs rapidly increasingFocus and Thesis
    • Ardent CapitalAn investment vehicle for S.E. Asia structured as aholding company and registered in Hong Kong.Owns equity in each portfolio company. Not afund.We invest in SEA companies that are:• Consumer centric, transaction focusedecommerce• Horizontal platforms that drive customeracquisition.The company’s assets include: Growingportfolio, proven managementteam, brand, Methodology, and IP
    • Table of ContentsMarketsCompanyTeamLabsTechnologyPortfolioInvestmentAppendix
    • Companies we have builtContent ManagementSystems (CMS) Contentcreation, contentcurate, sourcing, freelancemanagement, andsyndication, XML feedsMedia Experience:Media Companies:Featured Partnerships:Ecommerce Companies:Dailydeals, ecommerce, retail, travel, paymentgateways, delivery, sourcing,analytics, businessintelligence, Yieldmanagement, Sales, Customer ServiceEcommerce Experience:Featured Clients:Advertising Companies:Full Service Digital Agency,Social Media AgencyAdnetwork: Strategy,Design, Social, Production,Dashboard Reporting,Targeting, AnalyticsAdvertising Experience:Featured Clients:
    • Adrian Vanzyl, CEO & Co-FounderEarly stage investor and technologist in the Digital Media space, spending most of his careerin Silicon Valley in various venture backed startups. Ten years with Blumberg Capital in SanFrancisco (most recently as CTO for this $100M early stage digital media focusedfund, where he was also CEO of two portfolio companies). Formerly CTO of SausageSoftware (and board member at its IPO), CTO of LookSmart (IPO on Nasdaq). GroupManager at Microsoft in the US (post the successful exit of LinkExchange).Paul Srivorakul, Chairman & Co-Founder,Head of Ardent LabsPaul is a Thai- American serial entrepreneur who has successfully exited threecompanies in South East Asia in the last year. He is the Founder and ex-CEO of DMSGroup, New Media (acquired by STW Group) , Admax Network (acquired by KomliMedia) , and Impaq Interactive (Microsoft Advertising). He started his career in sales atAsk Jeeves Inc. (ask.com) in the U.S. Paul was co-founder and most recently group CEOat Ensogo Group (acquired by LivingSocial)TeamPiers Bennett, CFO & Co-FounderPiers was the CFO of Ensogo and most recently LivingSocial in SEA, and former CFOof DMS Group. He has nearly 20 years of finance, management, businessdevelopment, strategy, and sales experience in the IT, online and telecom industriesin Asia, the UK and the United States. Some of the companies he has worked forinclude British Telecom (BT), Look Smart (Japan) and ValueCommerce
    • John Srivorakul, CTO & Co-FounderJohn co-founded Ensogo Group, DMS Group, and New Media with his brother Paul.He served as CIO and oversaw all aspects of the company’s ITsystems, development, and information management strategy. John began hiscareer at Apple Inc. in the U.S.Tom Srivorakul, Investor & AdvisorTom is currently CEO of Ensogo/LivingSocial Thailand. He started his internet careerin 2004 as head of operations for Impaq Interactive, an exclusive partner for MSN inThailand. He became the Managing Director in 2007 and expanded the Impaq andMSN business to the Phillippines which included sales, marketing, content, anddevelopment.TeamNick Clayton, Investor & AdvisorNick is an entrepreneur and angel investor with over 30 years of management, finance andprofessional advisory experience in a variety of industries in Asia and the UK. He is the non-executive Chairman and shareholder for two travel businesses and a retail barter exchangefranchise, as well as the owner of a mountain-trek/fitness retreat and health spa. He waspreviously chairman for DMS Group and Admax Network. He was also an early investor inEnsogo Group which sold to LivingSocial.
    • Our Investors:• Founding team• Siemer Ventures (USA)• Recruit (Japan)• Via the corporate venture capital arm of Recruit Holdings in Japan• GMO (Japan)• GMO Venture Partners is a Japanese corporate VC firm and a memberof GMO Internet Group.• SEA angels, including Julian Persaud (Google), Mat Ward(Komli), Peter Kopitz (Zalora)
    • Table of ContentsMarketsCompanyTeamLabsTechnologyPortfolioInvestmentAppendix
    • Anything (Path to exit with Axiata/Dialog)Anything.lk is the leading online retailer and social media marketing company in SriLanka. Launched in June 2011, the company has grown to over 100,000 memberswith the largest Facebook Fanbase of any company in Sri Lanka(181,000). Anything.lk includes: Daily Deals, Travel, Events/Ticketing and OnlineRetail and was the first Daily Deals company globally to offer customers the abilityto pay using their mobile phone accounts. The company has > 90% market share.Burufly (Coinvestors Walden and Batavia)Burufly is Indonesias first Social Travel Site, focusing on curated content to exposethe beauty of Indonesia. Burufly helps travelers to research, plan and book theirdream holiday and connects them with friends who share their passion forexploring Indonesia. More than just leisure travel, Burufly empowers localconsumers to view the platform as a place to share "every day’s journey" as anexpression of their point of view of their locale.PlayBasis (Raising Series A in Q3 2013)Playbasis is a platform that gives brands, publishers, and merchants the ability toadd fun, interactivity, and engagement to their products and services. We add alayer of social features and game mechanics on top of a brands existing content.We call it Gamification - we take the elements that make games fun & addictingand apply them to digital content. When you motivate and engage your audienceby making things more fun and enjoyable, they will do more, stay longer, and invitetheir friends.anything.lkPlaybasis.comActive PortfolioBurufly.com
    • Active PortfolioWhatsNew.asiaWhatsNewA family of vertical ecommerce sites, starting with Pet and Parentingverticals.Syndacast.comSyndacast (Operating since 2010)Syndacast is a performance driven digital agency with 45 staff andoffices in Bangkok, Jakarta, and Manila. Syndacast specializes inonline travel, ecommerce, and other transactional focusedbusinesses.e27(Operating since 2007)e27 is a media company focused on growing Asia’s technology startupecosystem. It reports on tech startup news, trends and personalitiesrelevant to startup communities in Asia and also organizes the much-celebrated Echelon conference.e27.co
    • Active PortfolioaCommerce.asiaaCommerceAn end to end ecommerce platform, including warehousing, logisticsand customer servicePetloft.comPetloftPets vertical, part of the WhatsNew familyVenbiParenting vertical, part of the WhatsNew familyVenbi.com
    • aCommerce• $3M investment from Ardent• Full platform solution for ecommercecompanies– Warehouse– Pick and pack– Logistics and delivery– Customer service– Payment gateways• Allows a new vertical to launch in weeks
    • aCommerce Warehouse in BKK
    • Customer Acquisition• We are experts in customer acquisition• Deep knowledge, SEA specific, of– Ad networks, FB, Google, Instagram, Pinterest• Our investment in Syndacast– Expert knowledge in performance driven advertising• Examples:– 450,000 Facebook fans in 8 weeks for Whatsnew– 200,000 fans in 8 weeks for Burufly• Fire hose of traffic onto our portfolio companies
    • Technology Platform• Built large scale, robust platforms– Admax Network(2B Impressions per month, 90Muniques), Ensogo (3M uniques, 3M emailsubscribers)– Create flexible, re-usable commerce platformcomponents with deep integration of social features• Ardent owns IP, each company gets unrestrictednon-exclusive snapshot of code base as needed
    • The Extended Ardent Network• Hiring – find the best talent, inhouse recruiter• Funding – find the best co-investors• Traffic– Partners – bizdev for distribution, customer acq– Ad Agency and Brand relationships– Media Company relationships– Ad networks (Desktop & Mobile)• Exits– Regional and international network, maximize return
    • Co-investorsWe have individually and as a group co-invested with these firms:– Walden– Batavia– Singtel Innov8– Axiata– IDG Ventures– Softbank– Intel Capital– Rebate Networks– Blumberg Capital
    • • LTV vs CPA analysis• Cohort analysis to understand quality and trends• Evaluation vs efficient frontier for expansion ie look ataverage and incremental ROI.• Evaluate acquisition of new vs activation of existingconsumers• Evaluate multi-stages of acquisition pipe– Leads > suspects > contracts > sales– Uniques > subscribers > spenders > big spendersBusiness Intelligence – Consumer Analysis
    • • Experienced accountant when revenue starts.• All operational tax issues resolved on day 1.• Accounting focus on efficient operationsconsistent with IFRS• Finance focus on key control points thatinfluence business development.• Encourage teams to take known risksBusiness Intelligence – Finance
    • Brands(Products)Media, Advertising, Telecoms, Companies enteringTech giantsexpandingand investingaggressivelyProductsourcing,partnerships,& DataPlatform forbrands &launch newmodelsEcommercemarket share(S.E. Asia)Advertisingmarket share(S.E. Asia)TraditionalOn/OfflineRetailersenteringMarket size:$10B (15% YOY)Market Size:$15B (25% YOY)Ardent CapitalSyndacast, WhatsNewPlaybasis, andNew InvestmentsArdent LabsVerticals, platforms, ownbrands, logistics, deliveryCompetition:Traditional retailers ($500Bmarket) expanding onlineArdent needs to build end-to-end ecommercesolutions for brands/products to win in SEACompetition: Businesses looking fornew revenue streams in digitalEcommerceend-to-endSolutionsCompetition:M&As in discoverycommerce, lockers,delivery, and gifts(Amazon, Google, Facebook and Ebay)
    • Strategy & Design (Design, Usability, Store Front, Payment)Fulfillment (Logistics, Warehousing, & Shipping)Operations (Production, CRM, Accounting, Reporting)Service (Notifications, Returns, Customer Service, Account Mngt.)Technology (Dashboards, Personalization, Integration, Multichannel)OpsMarketingCustomer Acquisition (Search, Display, Social)Gamification (Loyalty Rewards, Engagement, Referrals)Social Graph (Personalization, Real-time targeting, Profiling)Branding (Endorsements, Sponsorships, Partnerships)Technology (Social APIs, Retargeting, Analytics)TechMagento & Wordpress (Ecommerce, Shopping Cart, Content Mng.t)Bright Pearl (Inventory Management & Warehouse Management)GoodData (Data Warehouse, Data Mining)Google Analytics, Chart Beat (Analytics, AB TestingRackSpace, AWS (Hosting & Intrastructure)BBCArdent’s ecommerce “end-to-end” strategyEcommerce business models Ardent can build/invest with brands & their productsPrivate Sales Vertical Marketplace Subscription CommerceArdent Owned BrandManufacture Export Import Social CommerceBrand Importer Distributor Retailer?? Ardent Owned BrandAll Products: Manufactured, Imported, & Exported
    • Table of ContentsMarketsCompanyTeamLabsTechnologyPortfolioInvestmentAppendix
    • Technology - EcommerceMultiple Models• Daily Deal Commerce• Private Sales• Subscription Commerce• Social Commerce• Tradition CommerceSocialization• Facebook Integration• Twitter Integration• Google+ Integration• Pinterest Integration• Gamification (Playbasis)• Loyalty programsPayment• Credit Card / PayPal• Credits/Rewards Points• On/Offline Bank Transfer• OTC (Tesco & 7 Eleven)• Mobile (SSID, HTML 5)Shipping• In-Store• DHL• Fed Ex• UPS• Kerry Logistics• JNELanguages• English• Thai• Bahasa• Full multi bytesupportCurrencies• Thai Baht• Philippine Peso• Indonesia• Rupee• USD
    • • eCommerce Platform• Shopping Cart• Content Mngnt• Inventory Mngnt• Warehouse Mngnt• Sales Management• CRM• Infrastructure• Hosting• Data warehouse• Data mining• Dashboards• Reporting• Business Intel• EDM• Email Marketing• Customer Service• Helpdesk• Call center• Email supportTechnology - Platforms & APIs• Analytics• A-B TestingIn-house
    • What do we invest into?• Team in SEA• Customers in SEA• Regional focus (at least 4 countries)• Consumer focused, ecommerce, B2C• Platform plays that power the above (digitalmedia, ad tech, gamification)• Early stage (seed)• Where we can add value
    • Adrian VanzylCEO & Co-FounderEmail: adrian@ardentcap.com+66 81 930 8308946 Dusit Thani Building, 4th fl.,Rama IV Rd. Bangrak,Bangkok,10500 ThailandThank you