2. 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
3. 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
4. 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
5. 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 marketplace
Objectives
• 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 testing
Approach
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
6. 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 Recommend
optimize 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 testing
Q3- apps Social apps
& mobile
** acquisition ** trial conversion Mobile – Mobile – Mobile –
marketing testing native app native app native app
6
10. 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 Trial
BD 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
11. Online growth phases
1. 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 keywords
2. 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
12. 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
13. 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.
K's Holdings Corporation
Sanrio Co. Ltd.
13
14. 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
15. 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
16. 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
17. 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
18. 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
19. 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 '13
Trialer / Subscription Metrics
SEM 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 $120
Subs 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 Metrics
SEM (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 $214,000
SEM (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 $406,000
Fa cebook Spend -- -- -- $8,421 $8,421 $8,421 $24,000 $24,000 $48,000 $96,000 $192,000 $192,000
Li nkedIn Spend -- -- -- $6,316 $6,316 $6,316 $18,000 $18,000 $36,000 $72,000 $100,000 $100,000
Di s pl a y CPM Spend -- -- -- -- -- -- $6,000 $6,000 $12,000 $24,000 $48,000 $48,000
Cost Metrics
SEM (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 $2.52
SEM (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 $1.35
Fa cebook CPC $1.50 $1.50 $1.50 $1.50 $1.50 $1.50 $1.50 $1.50 $1.50 $1.50 $1.50 $1.50
Li nkedIn CPC $2.85 $2.85 $2.85 $2.85 $2.85 $2.85 $2.85 $2.85 $2.85 $2.85 $2.85 $2.85
Di 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 $7.00
Specific Metrics
Di 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
26. 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
27. 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
28. 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
30. Inbound Traffic Logged out Experience Logged in Experience
& Intent
Sales 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 Newswire
get ticker / topic LO Home Page Team
info] Custom Solutions
Ver 2 – minimal &
Board
Versions to signup
test
LO Home Page Industries [who we
Paid Display serve]
Ver 3 –combo &
Careers
[get product info]
newsfeed Financial Services
Click on
LO News Detail & news item
Public Relations Contact Us
Sign-up
Viral 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