2012 online roadmap final v5
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    2012 online roadmap final v5 2012 online roadmap final v5 Presentation Transcript

    • 2012 Growing Online – David Wolfe
    • Online – objectives• Develop a new customer acquisition channel – High volume – Cost effective – Target demand against existing content• Sell a standardized set of products online – Learn how to resale products – Sell online – Create content to support emerging search demand• Improve key elements of the user experience 2
    • Online – objectives & key hypothesis• Develop a new customer acquisition channel – Acquisition hypothesis  We can acquire visitors to our properties cost effectively – Market size hypothesis  Meaningful online demand for our product exists – Activation hypothesis  We can persuade visitors to trial our content products online• Sell a standardized set of products online ‒ Revenue hypothesis  We can persuade trialers to purchase products online ‒ Retention hypothesis  We can retain our online subscribers over time ‒ Resale hypothesis  We can sell our products to more than one individual• Improve key elements of the customer experience ‒ Referral hypothesis  We can persuade subscribers to refer others to use our products ‒ Delight hypothesis  We can provide an engaging experience to our users 3
    • Online – validating hypothesis with metrics• Develop a new customer acquisition channel ‒ Acquisition hypothesis  # visits, eCPC ‒ Market size hypothesis # of sources, size of source ‒ Activation hypothesis  visit/trial conversion rate, avg(trial length), # trialers• Sell a standardized set of products online ‒ Revenue hypothesis  trial/subscriber conversion rate, avg(revenue per subscriber), # subscribers ‒ Retention hypothesis  avg(subscriber churn) ‒ Resale hypothesis  avg(# of subscribers per product)• Improve key elements of the customer experience ‒ Referral hypothesis  avg(# referrals per subscriber) ‒ Delight hypothesis  net promoter score 4
    • Online – roadmap Q1 Q2 Q3 Q4 Create Online Optimize & Grow New Distribution- New Distribution-Focus Apps & Mobile Partner Platform • Redesign and enhance • Continue re-designing core • Distribute content & • Create affiliate primary user experience features and functionality. services via marketplaceObjectives • Test SEM, FB, & LinkedIn • Implement test • Open Social & FB •Syndicate content as key traffic sources frameworks. applications Recommendation Engine • Affiliate/partner portal • Identify & curate key • Mobile experiences content products • Impact all core metrics Home Page  XHTML/WAP application  Partner/affiliate portal  A/B testing framework  Event Stream  IPhone Application  Co-branded experience  Price sensitivity testingApproach  Trial experience & wizard framework  Open Social app(s)  Partner sign-up  Company & Industry profiles Recommendation engine  FB app(s)  Delivery vehicle management Referral tools  API  Purchase  Personalized email campaigns (win back, upsell, new product, etc.) 5
    • Online – roadmap/hypothesis mapping New customer acquisition channel Sell standardized products Improve user exp Acquisition Activation Revenue Retention Resale Referral Delight Logged out Landing pages & website initial trial exp Q1 – ** acquisition Trial wizard Product Product Product Core stream create marketing discovery discovery discovery experience online ** acquisition Purchase, Delivery Core stream marketing + SEO Delivery Pref preferences experience frame ** acquisition A/B testing frame- Price point A/B Referral tools marketing work testing + APIs Q2 - ** acquisition ** trial conversion Upsell Recommend Recommendoptimize marketing testing messaging engine engine system ** acquisition ** trial conversion ** price point Multi-user marketing testing testing account mgt, + Intelligent CRM Win-back ** acquisition ** trial conversion Mobile web Mobile web marketing+ Open testingQ3- apps Social apps& mobile ** acquisition ** trial conversion Mobile – Mobile – Mobile – marketing testing native app native app native app 6
    • Online Customer Acquisition
    • Current client acquisition & content investment model 8
    • Online client acquisition & content investment model 9
    • Online/Direct Sales – Customer Lifecycle Comparison Direct Sales Online Brand and Lead Driven Online Demand Driven High quality lead-driven clients from networks, channel SEM/SEO exposes our current coverage universe to interested partnerships, etc. Focus on developing value proposition searchers, funneling them to keyword-driven landing pages. and branding Additionally, Google trends & insights exposes emerging demand for new content products (new coverage) Acquire Customer for Free Trial Acquire Customer for Free TrialBD can create highly-directed, customized trial coverage for Begin customer on time-limited free trial, no new clients. Discovery is done through conversation and companies/topics available – 0% cost trial model solution-building Prove Value Prove Value Persistent monitoring of trial by BD, coverage quality Recommend additional products and automated monitored by Operations. Coverage changes frequently. monitoring of usage patterns. Present customer with Begin discussing contract terms leading towards … milestones leading towards… Invoice Get Payment Information Contract negotiation concludes and often quarterly to Customer enters credit card payment information into site – year-long contracts are executed self-service of their news stream Relationship Maintain and Improve Value Continue focusing on high-touch relationship through Use brightwire.com to continue upselling user, provide Client Development team, upsell and improve value through content and recommendations directionality of coverage 10
    • Online growth phases1. Amortize existing content – Q1/Q2 – Form “newswire” (21) products based upon existing high flow content opportunities. Sell them online. Drive new traffic by purchasing associated key words – Sell existing company tickers (264) online. Drive new traffic by purchasing related keywords2. Expand coverage universe – Q3/Q4 – Identify top 10 searched for industry/region combinations we currently do not cover. Modify GMA coverage. Sell them online. Drive traffic by purchasing relevant key words. – Identify top 100 searched for companies we do not currently cover. Modify GMA coverage. Sell them online. Drive traffic by purchasing relevant key words. – Identify top 10 searched for financially focused topics we do not currently cover. Modify GMA coverage. Sell them online. Drive traffic by purchasing relevant key words. 11
    • Existing resalable newswire products (21) Newswire name Newsflow: Last 90 Days Newsflow: Daily Average Europe 16,999 188.9 Asia Pacific 11,665 129.6 Finance 10,688 118.8 North America 9,100 101.1 Europe Finance 5,984 66.5 Materials & Natural Resources 5,557 61.7 Consumer 5,468 60.8 Technology 4,746 52.7 Latin America 4,230 47.0 Industrials 4,135 45.9 Energy & Utilities 4,098 45.5 Media & Telecom 3,263 36.3 Asia Pacific Finance 2,579 28.7 Middle-East & Africa 2,514 27.9 Asia Pacific Consumer 2,315 25.7 Europe Industrials 2,175 24.2 North America Finance 2,165 24.1 Europe Energy & Utilities 2,105 23.4 North America Technology 1,975 21.9 Asia Pacific Technology 1,939 21.5 Europe Consumer 1,815 20.2 12
    • Existing resalable company ticker products (264) Top 14 Companies (out of 264) Dena Co. Ltd. Gree, Inc. Li & Fung Limited Chaoda Modern Agriculture (Holdings) Limited Evergrande Real Estate Group Limited SINA Corporation Youku.com Inc. Tencent Holdings Limited Cree, Inc. Exxon Mobil Corporation Mindray Medical International Limited Yamada Denki Co. Ltd. Ks Holdings Corporation Sanrio Co. Ltd. 13
    • Harvesting demand (SEM) for existing industry newswires • Keyword Targets & CPC Determination Process – 65 total industry newswires (5 geographies, 10 industries, 50 combinations) – 21 of which are robust enough to market (throughput of 20+ news items per day) – Up to 5 “nicknames” created for each newswire (e.g. Asian from Asia Pacific) – For each name & nickname, 6 variations used to create keyword set (e.g. Asian Tech News, Asian Tech Research, Asian Tech Sector News, Asian Tech Sector Research, etc.) – Google Keyword tool used to derive average searches & approximate CPC for each keyword (CPC $1.35 - $2.52) 165,734,560 X 0.5% X 3.5% = 29,004 trials Google searches in the US Of searchers Who visit us, (estimated) based on a 415 Click-Through start a trial of Keyword set (potential 800K BrightWire visitors) service for at least one industry* approximate result from Q1 2011 SEO/SEM Test) 14
    • Harvesting demand(SEM) for existing companies covered • Keyword Targets & CPC Determination Process – 264 total companies currently covered by BrightWire (1.5x average languages/company) – Up to 2 “nicknames” created for each company (e.g. BYD from BYD Company Limited) – For each name & nickname, 3 variations used to create keyword set (e.g. BYD, BYD News, BYD Research) – Google Keyword tool used to derive average searches & approximate CPC for each keyword – Brand names (e.g. Acer) and likely error-prone keywords (e.g. tam research) removed (CPC $.40 - $1.35) 12,415,213 X 0.5% X 3.5% = 2,173 trials Google searches in the US Of searchers Who visit us, (estimated) based on a 1968 Click-Through start a trial of Keyword set (potential 800K BrightWire visitors) service for at least one company * approximate result from Q1 2011 SEO/SEM Test) 15
    • Harvesting demand(SEM) for expansion industry newswires • Keyword Targets & CPC Determination Process – 21 of 65 total industry newswires included in the initial roll-out – Remaining 44 newswires not included in initial roll-out provide opportunity for expansion – Expected inclusion of 10 additional newswire per expansion period – Up to 5 “nicknames” created for each newswire (e.g. Asian from Asia Pacific) – For each name & nickname, 6 variations used to create keyword set (e.g. Asian Tech News, Asian Tech Research, Asian Tech Sector News, Asian Tech Sector Research, etc.) – Google Keyword tool used to derive average searches & approximate CPC for each keyword (CPC $1.35 - $2.52) 41,817,856 X 0.5% X 3.5% = 7,318 trials Google searches in the US Of searchers Who visit us, (estimated) based on a 1,123 Click-Through start a trial of Keyword set (potential 800K BrightWire visitors) service for at least one company * approximate result from Q1 2011 SEO/SEM Test) 16
    • Harvesting demand – social media• LinkedIn CPC segment data – Targeting major US geographies, London, Australia & Hong Kong and Legal, Financial, Research and Consulting industries – Produces a target audience of 658,057 – Average suggested CPC of $3.00• Facebook CPC segment data – Targeting those users interested in financial services, investment management, ETFs, Stock Market, Market Research, Public Relations, M&A, Investment Banking, Venture Capital, and Hedge Funds – Produces a target audience of 290,200 users – Average suggested CPC of $0.94 (vs. ~$1.50 from 2011 test (used in model)) 17
    • Unpaid demand acquisition approaches• SEO – Optimize information rich sign-up pages for search engine placement – Create crawlable industry, company, & topic based directories – Publish all information assets – Train GMAs• Viral/referral models – Build simple mechanisms for sharing & micro publishing  Via Facebook  Via LinkedIn  Via Twitter  Via email – Create simple signup funnels for referees – Experiment with incentives 18
    • Model Inputs Mar 12 Apr 12 May 12 Jun 12 Jul 12 Aug 12 Sep 12 Oct 12 Nov 12 Dec 12 Jan 13 Feb 13Trialer / Subscription MetricsSEM Vi s i tor to Tri a l er % 3.7% 3.7% 3.7% 3.8% 3.8% 3.8% 4.9% 4.9% 4.9% 6.0% 6.0% 6.0%Fa cebook Vi s i tor to Tri a l er % 3.5% 3.5% 3.5% 3.8% 3.8% 3.8% 4.9% 4.9% 4.9% 6.0% 6.0% 6.0%Li nkedIn Vi s i tor to Tri a l er % 3.5% 3.5% 3.5% 3.8% 3.8% 3.8% 4.9% 4.9% 4.9% 6.0% 6.0% 6.0%Di s pl a y Ad Vi s i tor to Tri a l er % 3.5% 3.5% 3.5% 3.8% 3.8% 3.8% 4.9% 4.9% 4.9% 6.0% 6.0% 6.0%Orga ni c/Vi ra l Vi s i tor to Tri a l er % 3.5% 3.5% 3.5% 3.8% 3.8% 3.8% 4.9% 4.9% 4.9% 6.0% 6.0% 6.0%Referra l Vi s i tor to Tri a l er % 20.0% 20.0% 20.0% 20.0% 20.0% 20.0% 20.0% 20.0% 20.0% 20.0% 20.0% 20.0%Pa i d Tri a l er to Subs cri ber % 8.0% 8.0% 8.0% 9.0% 9.0% 9.0% 10.0% 10.0% 10.0% 11.0% 11.0% 11.0%Orga ni c/Vi ra l Tri a l er to Sub % 12.0% 12.0% 12.0% 13.0% 13.0% 13.0% 14.0% 14.0% 14.0% 15.0% 15.0% 15.0%Revenue per Subs cri ber per Month $100 $100 $100 $100 $100 $120 $120 $120 $120 $120 $120 $120Subs cri ber Churn 4.0% 4.0% 4.0% 4.0% 4.0% 4.0% 4.0% 4.0% 4.0% 4.0% 4.0% 4.0%Spend MetricsSEM (Adwords ) Spend - Indus tri es $7,368 $7,368 $7,368 $17,895 $17,895 $17,895 $24,000 $24,000 $48,000 $96,000 $214,000 $214,000SEM (Adwords ) Spend - Compa ni es $12,632 $12,632 $12,632 $27,368 $27,368 $27,368 $48,000 $48,000 $96,000 $192,000 $406,000 $406,000Fa cebook Spend -- -- -- $8,421 $8,421 $8,421 $24,000 $24,000 $48,000 $96,000 $192,000 $192,000Li nkedIn Spend -- -- -- $6,316 $6,316 $6,316 $18,000 $18,000 $36,000 $72,000 $100,000 $100,000Di s pl a y CPM Spend -- -- -- -- -- -- $6,000 $6,000 $12,000 $24,000 $48,000 $48,000Cost MetricsSEM (Adwords ) CPC - Indus tri es $1.35 $1.35 $1.35 $1.35 $1.35 $1.35 $1.95 $1.95 $1.95 $1.95 $2.52 $2.52SEM (Adwords ) CPC - Compa ni es $0.40 $0.40 $0.40 $0.40 $0.40 $0.40 $0.85 $0.85 $0.85 $0.85 $1.35 $1.35Fa cebook CPC $1.50 $1.50 $1.50 $1.50 $1.50 $1.50 $1.50 $1.50 $1.50 $1.50 $1.50 $1.50Li nkedIn CPC $2.85 $2.85 $2.85 $2.85 $2.85 $2.85 $2.85 $2.85 $2.85 $2.85 $2.85 $2.85Di s pl a y eCPM $7.00 $7.00 $7.00 $7.00 $7.00 $7.00 $7.00 $7.00 $7.00 $7.00 $7.00 $7.00Specific MetricsDi s pl a y CPM Cl i ck Through 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1%Vi s i ts from Orga ni c Sea rch (% pa i d) 1.0% 1.0% 1.0% 3.0% 3.0% 3.0% 5.0% 5.0% 5.0% 7.0% 7.0% 7.0%Vi s i ts from Di rect Tra ffi c (% pa i d) 0.3% 0.3% 0.3% 0.5% 0.5% 0.5% 0.8% 0.8% 0.8% 1.0% 1.0% 1.0%% Subs (pa i d) l i kel y to refer (new) 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0%Sends per Sha rer 60 60 60 60 60 60 60 60 60 60 60 60 19
    • Model – GMA Cost Mar 12 Apr 12 May 12 Jun 12 Jul 12 Aug 12 Sep 12 Oct 12 Nov 12 Dec 12 Jan 13 Feb 13GMA Salary Per Year $60,000 $60,000 $60,000 $60,000 $60,000 $60,000 $60,000 $60,000 $60,000 $60,000 $60,000 $60,000GMA Salary Per Month 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000GMA Cost - NewswiresGMAs per newswire 4 4 4 4 4 4 4 4 4 4 4 4GMA Cost Per Newswire $20,000 $20,000 $20,000 $20,000 $20,000 $20,000 $20,000 $20,000 $20,000 $20,000 $20,000 $20,000Subs Per Newswire 1,000 1,000 1,000 1,000 1,000 1,000 1,000 1,000 1,000 1,000 1,000 1,000Total Subscribers 127 249 365 720 1,060 1,387 1,894 2,380 3,410 6,402 10,873 15,164Prescribed Newswires 1 1 1 1 2 2 2 3 4 7 11 16Incremental Newswires - over 21* -- -- -- -- -- -- -- -- -- -- -- -- Incremental GMA Cost -- -- -- -- -- -- -- -- -- -- -- --* Existing Derived or "Pseudo" NewswiresGMA Cost - Companies OnlineCompanies Per GMA 20 20 20 20 20 20 20 20 20 20 20 20GMAs Per Company 0.05 0.05 0.05 0.05 0.05 0.05 0.05 0.05 0.05 0.05 0.05 0.05GMA Cost Per Company $250 $250 $250 $250 $250 $250 $250 $250 $250 $250 $250 $250Subs Per Company 20 20 20 20 20 20 20 20 20 20 20 20Total Subscribers 127 249 365 720 1,060 1,387 1,894 2,380 3,410 6,402 10,873 15,164Prescribed Companies 7 13 19 36 54 70 95 120 171 321 544 759Incremental Companies - over 264* -- -- -- -- -- -- -- -- -- 57 280 495 Incremental GMA Cost -- -- -- -- -- -- -- -- -- $14,250 $70,000 $123,750Total Incremental GMA Cost -- -- -- -- -- -- -- -- -- $14,250 $70,000 $123,750* Existing Company Coverage 20
    • Model – Paid Marketing (Display & Search) Mar 12 Apr 12 May 12 Jun 12 Jul 12 Aug 12 Sep 12 Oct 12 Nov 12 Dec 12 Jan 13 Feb 13Display AdvertisingCPM Spend (display, adnetworks) -- -- -- -- -- -- $6,000 $6,000 $12,000 $24,000 $48,000 $48,000eCPM $7.00 $7.00 $7.00 $7.00 $7.00 $7.00 $7.00 $7.00 $7.00 $7.00 $7.00 $7.00 Click through rate % 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1%Visits From CPM Spend -- -- -- -- -- -- 857 857 1,714 3,429 6,857 6,857Visit to Trialer conversion % 3.5% 3.5% 3.5% 3.8% 3.8% 3.8% 4.9% 4.9% 4.9% 6.0% 6.0% 6.0% Trialers from CPM Spend -- -- -- -- -- -- 42 42 84 205 411 411SEM (Adwords) AdvertisingSEM (Adwords) Spend - Industries $7,368 $7,368 $7,368 $17,895 $17,895 $17,895 $24,000 $24,000 $48,000 $96,000 $214,000 $214,000SEM (Adwords) CPC - Industries $1.35 $1.35 $1.35 $1.35 $1.35 $1.35 $1.95 $1.95 $1.95 $1.95 $2.52 $2.52SEM Clicks / Visits - Industries 5,458 5,458 5,458 13,255 13,255 13,255 12,308 12,308 24,615 49,231 84,921 84,921Visit to Trialer conversion % 3.7% 3.7% 3.7% 3.8% 3.8% 3.8% 4.9% 4.9% 4.9% 6.0% 6.0% 6.0% Trialers from SEM - Industries 201 201 201 503 503 503 603 603 1,206 2,953 5,095 5,095SEM (Adwords) Spend - Companies $12,632 $12,632 $12,632 $27,368 $27,368 $27,368 $48,000 $48,000 $96,000 $192,000 $406,000 $406,000SEM (Adwords) CPC - Companies $0.40 $0.40 $0.40 $0.40 $0.40 $0.40 $0.85 $0.85 $0.85 $0.85 $1.35 $1.35SEM Clicks / Visits - Companies 31,579 31,579 31,579 68,421 68,421 68,421 56,471 56,471 112,941 225,882 300,741 300,741Visit to Trialer conversion % 3.7% 3.7% 3.7% 3.8% 3.8% 3.8% 4.9% 4.9% 4.9% 6.0% 6.0% 6.0% Trialers from SEM - Companies 1,165 1,165 1,165 2,600 2,600 2,600 2,767 2,767 5,534 13,552 18,044 18,044 Trialers from SEM - Total 1,366 1,366 1,366 3,103 3,103 3,103 3,370 3,370 6,740 16,505 23,139 23,139 21
    • Model – Paid Marketing (Social Networking) Mar 12 Apr 12 May 12 Jun 12 Jul 12 Aug 12 Sep 12 Oct 12 Nov 12 Dec 12 Jan 13 Feb 13Facebook AdvertisingFacebook Ad Spend -- -- -- $8,421 $8,421 $8,421 $24,000 $24,000 $48,000 $96,000 $192,000 $192,000Facebook CPC $1.50 $1.50 $1.50 $1.50 $1.50 $1.50 $1.50 $1.50 $1.50 $1.50 $1.50 $1.50Clicks / Visits From Facebook -- -- -- 5,614 5,614 5,614 16,000 16,000 32,000 64,000 128,000 128,000Visit to Trialer conversion % 3.5% 3.5% 3.5% 3.8% 3.8% 3.8% 4.9% 4.9% 4.9% 6.0% 6.0% 6.0% Trialers from Facebook -- -- -- 213 213 213 784 784 1,568 3,840 7,680 7,680LinkedIn AdvertisingLinkedIn Ad Spend -- -- -- $6,316 $6,316 $6,316 $18,000 $18,000 $36,000 $72,000 $100,000 $100,000LinkedIn CPC $2.85 $2.85 $2.85 $2.85 $2.85 $2.85 $2.85 $2.85 $2.85 $2.85 $2.85 $2.85Clicks / Visits From LinkedIn -- -- -- 2,216 2,216 2,216 6,316 6,316 12,632 25,263 35,088 35,088Visit to Trialer conversion % 3.5% 3.5% 3.5% 3.8% 3.8% 3.8% 4.9% 4.9% 4.9% 6.0% 6.0% 6.0% Trialers from LinkedIn -- -- -- 84 84 84 309 309 618 1,515 2,105 2,105 22
    • Model – Paid Marketing Summary Mar 12 Apr 12 May 12 Jun 12 Jul 12 Aug 12 Sep 12 Oct 12 Nov 12 Dec 12 Jan 13 Feb 13New Trialers from Paid Marketing 1,366 1,366 1,366 3,400 3,400 3,400 4,505 4,505 9,010 22,065 33,335 33,335Total Monthly Online Mktg Cost $20,000 $20,000 $20,000 $60,000 $60,000 $60,000 $120,000 $120,000 $240,000 $480,000 $960,000 $960,000Effective Online Cost per Trial (CPL) $14.64 $14.64 $14.64 $17.65 $17.65 $17.65 $26.64 $26.64 $26.64 $21.75 $28.80 $28.80Accumulated Paid Mktg Trialers 1,366 2,732 4,098 7,498 10,898 14,298 18,803 23,308 32,318 54,383 87,718 121,053Paid Trialer to Subscriber % 8.0% 8.0% 8.0% 9.0% 9.0% 9.0% 10.0% 10.0% 10.0% 11.0% 11.0% 11.0%New Subscribers from Paid Mktg 109 109 109 306 306 306 451 451 901 2,427 3,667 3,667Effective Online CPA $183.02 $183.02 $183.02 $196.08 $196.08 $196.08 $266.37 $266.37 $266.37 $197.76 $261.81 $261.81Subs from Paid, Beg. of Period -- 109 214 315 608 890 1,160 1,564 1,952 2,775 5,091 8,555Monthly Churn 4.0% 4.0% 4.0% 4.0% 4.0% 4.0% 4.0% 4.0% 4.0% 4.0% 4.0% 4.0%Subs from Paid, End of Period 109 214 315 608 890 1,160 1,564 1,952 2,775 5,091 8,555 11,879Revenue per Subscriber $100 $100 $100 $100 $100 $120 $120 $120 $120 $120 $120 $120Payback Period (Months) 1.83 1.83 1.83 1.96 1.96 1.63 2.22 2.22 2.22 1.65 2.18 2.18 TOTAL REVENUE - SUBS (Paid) $5,464 $16,173 $26,455 $46,160 $74,914 $123,021 $163,490 $211,010 $283,660 $472,003 $818,762 $1,226,034 23
    • Model – Organic / Viral Marketing Mar 12 Apr 12 May 12 Jun 12 Jul 12 Aug 12 Sep 12 Oct 12 Nov 12 Dec 12 Jan 13 Feb 13Organic Search VisitsOrganic Search Visitors 370 370 370 2,685 2,685 2,685 4,598 4,598 9,195 25,746 38,892 38,892Visit to Trialer conversion % 3.5% 3.5% 3.5% 3.8% 3.8% 3.8% 4.9% 4.9% 4.9% 6.0% 6.0% 6.0% Trialers from Organic Search 12 12 12 102 102 102 225 225 450 1,544 2,333 2,333Direct Traffic VisitsDirect Traffic Visitors 93 93 93 448 448 448 690 690 1,379 3,678 5,556 5,556Visit to Trialer conversion % 3.5% 3.5% 3.5% 3.8% 3.8% 3.8% 4.9% 4.9% 4.9% 6.0% 6.0% 6.0% Trialers from Direct Traffic 3 3 3 17 17 17 33 33 67 220 333 333Referral VisitsPercent of new subs referring 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0%Referrals per subscriber 60 60 60 60 60 60 60 60 60 60 60 60 Referral visitors 656 656 656 1,836 1,836 1,836 2,703 2,703 5,406 14,563 22,001 22,001Visit to Trialer conversion % 20.0% 20.0% 20.0% 20.0% 20.0% 20.0% 20.0% 20.0% 20.0% 20.0% 20.0% 20.0% Trialers from Referrals 131 131 131 367 367 367 540 540 1,081 2,912 4,400 4,400Organic / Viral SUMMARYNew Trialers from Organic / Viral 146 146 146 486 486 486 798 798 1,598 4,676 7,066 7,066Accumulated Organic Trialers 146 292 438 924 1,410 1,896 2,694 3,492 5,090 9,766 16,832 23,898Organic/Viral Trialer to Sub % 12.0% 12.0% 12.0% 13.0% 13.0% 13.0% 14.0% 14.0% 14.0% 15.0% 15.0% 15.0%New Subscribers from Organic 18 18 18 63 63 63 112 112 224 701 1,060 1,060Subs from Org., Beginning of Period -- 18 34 50 112 170 227 329 428 635 1,311 2,318Monthly Churn 4.0% 4.0% 4.0% 4.0% 4.0% 4.0% 4.0% 4.0% 4.0% 4.0% 4.0% 4.0%Subs from Org., End of Period 18 34 50 112 170 227 329 428 635 1,311 2,318 3,285Revenue per Subscriber $100 $100 $100 $100 $100 $120 $120 $120 $120 $120 $120 $120 TOTAL REVENUE - SUBS (Organic) $876 $2,593 $4,241 $8,107 $14,100 $23,825 $33,366 $45,438 $63,747 $116,704 $217,714 $336,193 24
    • Model – Summary Mar 12 Apr 12 May 12 Jun 12 Jul 12 Aug 12 Sep 12 Oct 12 Nov 12 Dec 12 Jan 13 Feb 13Total Monthly Revenue $6,340 $18,766 $30,696 $54,267 $89,014 $146,846 $196,856 $256,448 $347,407 $588,707 $1,036,476 $1,562,227Total Monthly Marketing Cost 20,000 20,000 20,000 60,000 60,000 60,000 120,000 120,000 240,000 480,000 960,000 960,000 Total Monthly Online Margin ($13,660) ($1,234) $10,696 ($5,733) $29,014 $86,846 $76,856 $136,448 $107,407 $108,707 $76,476 $602,227 Online Margin % N/A N/A 34.8% N/A 32.6% 59.1% 39.0% 53.2% 30.9% 18.5% 7.4% 38.5%Incremental GMA Cost -- -- -- -- -- -- -- -- -- $14,250 $70,000 $123,750 Gross Margin, Online ($13,660) ($1,234) $10,696 ($5,733) $29,014 $86,846 $76,856 $136,448 $107,407 $94,457 $6,476 $478,477 Online Margin % N/A N/A 34.8% N/A 32.6% 59.1% 39.0% 53.2% 30.9% 16.0% 0.6% 30.6%Accumulated Revenue $6,340 $25,106 $55,802 $110,069 $199,083 $345,929 $542,785 $799,234 $1,146,641 $1,735,347 $2,771,824 $4,334,051Accumulated Marketing Cost 20,000 40,000 60,000 120,000 180,000 240,000 360,000 480,000 720,000 1,200,000 2,160,000 3,120,000 Accumulated Margin ($13,660) ($14,894) ($4,198) ($9,931) $19,083 $105,929 $182,785 $319,234 $426,641 $535,347 $611,824 $1,214,051 Accumulated Margin % N/A N/A N/A N/A 9.6% 30.6% 33.7% 39.9% 37.2% 30.8% 22.1% 28.0%Accumulated GMA Cost -- -- -- -- -- -- -- -- -- $14,250 $84,250 $208,000 Accumulated Gross Margin, Online ($13,660) ($14,894) ($4,198) ($9,931) $19,083 $105,929 $182,785 $319,234 $426,641 $521,097 $527,574 $1,006,051 Accumulated Gross Margin % N/A N/A N/A N/A 9.6% 30.6% 33.7% 39.9% 37.2% 30.0% 19.0% 23.2%Overall Monthly Cost / Trial (CPL) $13 $13 $13 $15 $15 $15 $23 $23 $23 $18 $24 $24Overall Monthly Cost / Acq. (CPA) $158 $158 $158 $163 $163 $163 $213 $213 $213 $153 $203 $203Total Monthly Trialers from Online 1,512 1,512 1,512 3,886 3,886 3,886 5,303 5,303 10,608 26,741 40,401 40,401Total Monthly Subs from Online 127 127 127 369 369 369 562 562 1,125 3,129 4,727 4,727Accumulated Trialers from Online 1,512 3,024 4,536 8,422 12,308 16,194 21,497 26,800 37,408 64,149 104,550 144,951Accumulated Subs from Online 127 254 380 750 1,119 1,488 2,050 2,612 3,737 6,866 11,592 16,319TOTAL REVENUE FROM ONLINE $6,340 $18,766 $30,696 $54,267 $89,014 $146,846 $196,856 $256,448 $347,407 $588,707 $1,036,476 $1,562,227TOTAL SUBSCRIBERS FROM ONLINE 127 249 365 720 1,060 1,387 1,894 2,380 3,410 6,402 10,873 15,164 25
    • Growth Scenarios – Accumulated Rev (Varying RPU) $8,000,000 $7,000,000 $6,000,000 $5,000,000 Breakeven $25 px point $4,000,000 Breakeven $50 px point Breakeven $3,000,000 $100 px point Breakeven $2,000,000 $300 px point $1,000,000 -- Mar 2012 Apr 2012 May 2012 Jun 2012 Jul 2012 Aug 2012 Sep 2012 Oct 2012 Nov 2012 Dec 2012 Jan 2013 Feb 2013 $25 Initial Price Point $50 Initial Price Point $100 Initial Price Point $300 Initial Price Point 26
    • Growth Scenarios – Accumulated Subs (Varying RPU) 45,000 40,000 35,000 30,000 Breakeven $25 px point 25,000 Breakeven $50 px point 20,000 Breakeven $100 px point 15,000 Breakeven $300 px point 10,000 5,000 -- Mar 2012 Apr 2012 May 2012 Jun 2012 Jul 2012 Aug 2012 Sep 2012 Oct 2012 Nov 2012 Dec 2012 Jan 2013 Feb 2013 $25 Initial Price Point $50 Initial Price Point $100 Initial Price Point $300 Initial Price Point 27
    • Growth Scenarios – Monthly Revenue (Varying Spend) $3,500,000 $3,000,000 $2,500,000 $2,000,000 $1,500,000 $1,000,000 Breakeven All Scenarios $500,000 -- Mar 2012 Apr 2012 May 2012 Jun 2012 Jul 2012 Aug 2012 Sep 2012 Oct 2012 Nov 2012 Dec 2012 Jan 2013 Feb 2013 $2,500/Month Initial Spend $5,000/Month Initial Spend $10,000/Month Initial Spend $20,000/Month Initial Spend $40,000/Month Initial Spend 28
    • Improve User Experience
    • Inbound Traffic Logged out Experience Logged in Experience & IntentSales Referral LO Home Page Products [what we How it works[get product info] do] LO Home Page Company Ticker Ver 1 - brochure Who we are SEM/SEO Industry Newswireget ticker / topic LO Home Page Team info] Custom Solutions Ver 2 – minimal & Board Versions to signup test LO Home Page Industries [who wePaid Display serve] Ver 3 –combo & Careers[get product info] newsfeed Financial Services Click on LO News Detail & news item Public Relations Contact Us Sign-upViral Referral Corporate Dev Accessible in footer [sign up / get off all pages LO Company & product info] Legal Sign-up Search First Time Trialer LO Industry & Wizard Email Post sign-up trailer Sign-up onboarding [evaluate/use products] Signup or LO Sign-up or login Login LI Home Page Login [news feed]Direct Login [use products] Search Results
    • Home page - a 31
    • Home page - b 32
    • Home page - c 33
    • News Detail Page 34
    • CompanyPage 35
    • IndustryPage 36
    • SearchResultsPage 37
    • RecentNewsPage 38
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    • Product Page 41
    • Product Page 42
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    • Trial signup - a 49
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    • Trial signup - flow 54