Urban Airship BOD Meeting

Board of Directors Meeting April 19, 2012 Company Conﬁdential * Conﬁdential * 1Wednesday, June 6, 12

Agenda • Meeting called to order • Approve minutes of February 1, 2012 Board Meeting • Resolutions - • Approve options • Overall Progress • Q1 2012 Review • Q2 2012 Plan • Sales Update • Business Development Update • Marketing Update • Private Board session • Meeting adjourned Company ConﬁdentialWednesday, June 6, 12

Stock Option Grants • Listingof stock option grants for this board meeting • Option matrix approved by board • Are the options within range? If so, this is easy otherwise justiﬁcation needed Company ConﬁdentialWednesday, June 6, 12

Overall Progress (This section is always the same just with updated numbers - easier to compare growth) Company Conﬁdential * Conﬁdential * 4Wednesday, June 6, 12

Q1 Highlights Highlights • Hired CD (CRO) and Hieggelke (CMO) - January 2012 • Deployed new backend infra and spun down SimpleGeo services - March 2012 • Great Shows at CES, MWC and SXSW • Shipped Segments - April 2012 • XXX Challenges •A •B •C •D Notable Numbers • XXB Pushes in Q1 • XXXM iOS and XXXM Android Active Installs Right Now • Revenue at XXX% of plan • Run Rate near $XXM Company ConﬁdentialWednesday, June 6, 12

Overall Progress KPI’s Q2 A Q3 A Q4 A Q1A Q2 E Team 31 35 57 69 87 Notiﬁcations (per Qtr) Total Active Installs $ KPI’s Q2 A Q3 A Q4 A Q1A Q2E Pipeline (total) Enterprise balance (over $500) Pro balance ($199) Net Burn (per month) Run Rate (Total Revenue) Run Rate (Recurring Revenue) Revenue (per Qtr) (Great way to show quarter-by-quarter progress) Company ConﬁdentialWednesday, June 6, 12

Headcount Trend (Show Q-by-Q headcount growth and where in company) Company ConﬁdentialWednesday, June 6, 12

Sales by Product Graph of sales by product Company ConﬁdentialWednesday, June 6, 12

Customer/ASP Analysis Show trends in average deal size in graph Company ConﬁdentialWednesday, June 6, 12

Top 20 Customers How are we weighted by the top 20? Good? Bad? Company ConﬁdentialWednesday, June 6, 12

Sales Trends Graph of customers over $1000/month ... ideally this is growing up-and-to-the-right Company ConﬁdentialWednesday, June 6, 12

Sales Update Company Conﬁdential * Conﬁdential * 12Wednesday, June 6, 12

Sales Overview • An update on sales - about 5 slides here covering strategy, execution, deals and pipeline • This will vary and is optional ... chance to bring in other members of the team to meet with the board - in this case it was a chance for our new CRO Christopher Dean to meet and present to the boardWednesday, June 6, 12

BD update Company Conﬁdential * Conﬁdential * 14Wednesday, June 6, 12

BD Overview • Same as for sales - what are the BD deals that are driving revenue and/or growth - 5-8 slides here • This will vary and is optional ... chance to bring in other members of the team to meet with the boardWednesday, June 6, 12

Marketing update Company Conﬁdential * Conﬁdential * 16Wednesday, June 6, 12

Mandates: from reactive to proactive marketing • This will vary and is optional ... chance to bring in other members of the team to meet with the board - in this case it was getting our new CMO Brent Hieggelke in front of the board. Company ConﬁdentialWednesday, June 6, 12

Private Board Session Company Conﬁdential * Conﬁdential * 18Wednesday, June 6, 12

Appendix Company Conﬁdential * Conﬁdential * 19Wednesday, June 6, 12

Org Chart: Executive • Org charts updated every quarter so the board knows who is where and what the structure looks like - great in the appendixWednesday, June 6, 12

Org Chart: SalesWednesday, June 6, 12

Org Chart: EngineeringWednesday, June 6, 12

Org Chart: MarketingWednesday, June 6, 12

Org Chart: FinanceWednesday, June 6, 12

Dashboard Our CFO has a dashboard that is sent out on a weekly basis ... this is a screenshot of it Company ConﬁdentialWednesday, June 6, 12

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Urban Airship BOD Meeting

by Scott Kveton on Jun 06, 2012

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