This is the newest version of our presentation--I welcome constructive criticism

1. LinkedIn
Business 690
Meeks, PhD
Team 32
Research Team:
Adam Pastana
Shaun Little
Roxanne Cobbs
Alfredo Corona
Law Wong
Neil Garcia
Daniel Mui
Valerie Arredondo
Nikolay Chuyko
Linda Truong
Jonathan Lee
This presentation is a research project from students at San Francisco State University
and is intended for educational purposed only, any other uses are strictly prohibited.

2. Agenda
What is LinkedIn?
Company background
Current business
model
Competitors
Sustaining success
Summary

3. What is LinkedIn?
LinkedIn is a networking tool
that enables people to
establish, manage and build
their professional network.
-Most powerful networking
company in the world
Scalable revenue model and
clear vision for future growth
Logged out homepage screenshot
Represent the gold standard
of web 2.0 business

4. History of Growth
• Founded Dec. 2002, launched May 2003
• Current market reach continues to grow (see below)
Unique Visitors only counts a user once no matter how many times they visit the site in a
given month—this is the industry standard for measuring a website popularity
Source: Compete.com

5. Reid Hoffman
Reid Hoffman, Chairman and CEO
▫ Chairman, CEO and Co-founder of
▫ Previously Executive Vice President of
▫ Background in management & technology
Known as..
“The most connected man in Silicon Valley”
(which is practically/statistically true)
Reid is also involved with other successful start-ups, including;

6. Management Team
Jean-Luc Vaillant, CTO
• Co-founder of LinkedIn
• Previously was Director of Engineering for Logitech
Steve Sordello, CFO
Previously served as Tivo, Inc.’s CFO
•
• Was also CFO for AskJeeves, heading a turnaround strategy to turn
the company profitable again.
Jeff Weiner, President
• Oversees all day-to-day operations
• Over 14 years of experience as an internet executive
• Most recently spent seven years as Executive Vice President of Yahoo! Network
Division
Kevin Eyres, Managing Director-Europe
• Responsible for leading company strategy and growth in Europe
• Has experience internationally as European Managing Director of SideStep and
GM of AltaVista International

7. Vision & Mission
Vision
Become the new global medium for how business gets done.
Mission
Connect the world’s professionals to accelerate their success.

8. Revenue Model
LinkedIn revenue model is based on 2 revenue streams, which include:
1) Advertising Fees-
4 basic advertising options for simple, clean and professional ads
Reach target customers directly
Cohesive with the ‘User Experience’ by avoiding flashy/irritating ads
2) Premium Membership Fees-
Generated from membership fees for upgrade accounts
Additional services for professionals to improve productivity
*These features are useful for marketing professionals, head hunters, etc

9. Revenue Model (cont)
Membership ‘feature matrix’ screenshot

10. Industry Analysis
Professional Networking Site Industry (PNS)
• LI is the gold standard for professional networking
Their current industry position in the broader SNS industry
Social Networking Site Industry (SNS) characteristics
– Target markets slow to adopt
– Hyper-Competition
– Perpetual Innovation
– Rapid technological developments

11. Competitor Analysis
•Direct Competitors
•Indirect Competitors (numerous)

12. Company Growth
• Company
– 33 employers to 345 as of January 2009
– Memberships have more than doubled, surpassing 38
million users as of March 2009
– Projected Growth for 2011 (below)
Members
250000
200000
150000
100000
Members
50000
0

13. Market Analysis
Target User Characteristics
• Mostly males
• Age 40 (approx)
• No kids
• Income $100k+
• High Education level
• California/New York
Sample User Profile

14. Company Growth
Membership Statistics
% Comp % Comp That
Business Read Business
Average Average %Comp Co Decision Magazine Last
Property Age HHI Size <100 Makers 30 Days
LinkedIn 41 $109,703 26% 49% 29%
WSJ.com 48 $101,701 18% 40% 45%
Forbes.com 47 $93,896 18% 38% 47%
BusinessWeek.co
48 $95,668 18% 42% 51%
m

15. Company Growth
Added Products (business level)
• Upgrade Memberships
– Business
• $24.95/mo
– Business Plus
• $49.95/mo
– Pro
• $499.95/mo

16. Company Growth
Added Services: Building value proposition to Users
•LinkedIn Jobs
•LinkedIn Mobile
•Featured Apps:
iPhone App screenshot

17. Company Growth
•International expansion
•Roughly half of the members are
international users
•Currently available in six
languages – Chinese, English,
French, German, Japanese,
and Spanish
Interest in LinkedIn by search volume

18. Company Growth
• Investments
– Sequoia saw potential growth in LinkedIn and invested 4.7
million dollars in May 2003.
– Other important investors include;

19. Marketing
LinkedIn uses three main forms of marketing:
• Search Engine Optimization (SEO)
– Optimizing search results in search engines through carefully selected
keywords and being connected to other high-traffic websites.
• Viral Marketing
– Offering free web-based services and products as a means of encouraging
individuals to create exposure for LinkedIn.
• Word-of-Mouth
– Exposure created through the personal experiences and
knowledge of individuals.

20. Value added
LinkedIn also offers vital services that
enhance their overall product:
– LinkedIn Polls
– LinkedIn Answers
– Applications to create synergistic
interactions
• One-stop connection to blogs, business
websites, online calendars, and events.

21. Closing
• Young market with large growth
potential
• Sustainable business model
• Unique product offering

22. Thank you for your time!
For additional info regarding this presentation,
please contact Adam Pastana--pastana@sfsu.edu
This presentation is a research project from students at San Francisco State University
and is intended for educational purposed only, any other uses are strictly prohibited.