RELATIVE MARKET SIZES
Solar & Wind
Meeting & Tradeshow
All figures N.A.
2 CORE REVENUE
Projected July, 2014:
Figures are based on:
- 2,000 active planners and using actual industry figures for
average events, services and transaction amounts.
RFP (Request for Proposal)
Events per year
Business Intelligence (Planner Activity Reports)
Events per year
Data points per
Total data points
- Founded Focus
(acquired by TSW)
- Co-founded MagazineContent
(acquired by Media Pro AG)
- Established Zmags Inc.
Grew sales to $6 million/yr
in 13 months.
• Led development teams
at Overstock.com and
Stefan Gutsch Moritz von der Linden
• A widely recognized
• GM and Board member of
Ziehm Imaging (+100
million in revenue)
• EC-Council Certified
• Board member at
Weissman & Co.
• Founded 360T
(acquired by Summit
• Co-founder of CRX
- 20 years of event, sales and
comp sci experience
After 1 year of due
diligence, CODING BEGINS!
Event planners are invited to
try out event management
tools and search from
Other Scala sites:
Supplier business model pivot
MVP is launched!
Margins too low with cold
New model scales directory
exponentially and leverages
deflationary economics and
email campaigns to grow.
Builds database for RFP and
Launch with 200 speakers.
Gained key insights from
First module (speakers) goes
Platform is designed around
3 core modules:
Speaker module is launched
to populate the platform
Supplier Directory launches.
Speakers bureaus invited.
Supplier Directory about to
rival Cvent in number of
Invited limited number of
suppliers using email
campaigns and cold calling.
Signed a handful of suppliers
up to paid monthly listings.
• 15 bureaus have joined.
• Speakers number over
We have a database of over
200,000 suppliers to import
to the Directory.
We will market to planners
and capture supplier
agreements as planners
contact the suppliers.
Global Network of
Demand has been established
on a small scale in the past 5
months with planner activity in
speaker searches and supplier
Critical point is to be able to
scale as planners, speakers
and suppliers dramatically
increase in numbers.
Analytics module will provide
proof of planner activity to
speakers, bureaus and
This is critical to establishing
ProjectSpeaker as a solid
marketing platform for
speakers, bureaus and
Mobile and how we integrate
the key functions of the
platform to mobile devices is of
paramount importance to
Essentially, planner’s are
either at the office or at the
event and require access to
their info managed through
Key Proof Point:
• Increase supplier directory
to over 200,000 suppliers
• Heavy ramp up of
marketing to planners to
• Developing a user-friendly
RFP process from both the
planner’s and supplier’s
perspective is key to
• Initiate email campaign to
• Bring speaker total to 3,000
• Planner acceptance is key
Current directories geared to serve event planners tend to com in
Sites such a Mpoint, Hotelplanners.com, BizBash and Cvent
which focus mainly on hotels and venues
• Event industry magazines who maintain a directory of their
advertisers on their own sites.
Our focus will be on the hundred of other service categories
catering to event planners. By successfully integrating the “other”
services, we will position ourselves as a potential acquisition target
for one of the mainstream directories. Of course, to better serve
our planners, we will seek to partner as an affiliate with one of the
mainstream sites to cover the hotels/venues category.
At it’s core, ProjectSpeaker is a BtoB acquisition play. Unlike
general consumer sites which require millions of users to
scale, our target market is a relatively small 80,000 (N.A. figures)
but each one has very high potential value.
As confident as I am in my skills and those of our CFO/COO, we
truly shine from a technical perspective with our CTO, Matt Hicks.
As such, our challenge is not one of blasting to huge numbers but
rather focusing on properly delivering our value proposition.
Critical to our decision to choose Scala was howrock-solid the
platform would be regardless of how big we scaled. Scala, think
next generation Java, became the obvious choice in regards to
stability, security and clean code.
I personally have spent a significant part of my career helping
companies discover and communicate their unique selling
proposition. The challenge at ProjectSpeaker is tailor-made for me
and my team.
This decision was made that much easier by the fact that Matt
Hicks is one of the most recognized experts in Scala. In fact, he’s
been recently courted by both Google and TypeSafe, who’s cofounder, Martin Odersky, designed Scala.
On the downside, Scala devs are harder to find but with full Java
interoperability, we can access a huge market of Java developers.
“Find your speaker, and everything else.”
All the core modules have been developed, launched and tested.
The two remaining pieces to the puzzle are the RFP Engine and
the Analytics module. We anticipate a development time of 1.5
months for the RFP Engine and <1 month for the Analytics.
Running in parallel would be our efforts to create efficiencies at
every step of the workflow to improve the planner’s user
Input 200,000 (est.) suppliers into the
Supplier Directory. This will put our
directory on par with Cvent’s in terms of
entries. Our entries are complimentary to
theirs rather than duplicates.
Two promotions are launched:
Planners: We launch an email
campaign to the 15,000 planners
highlighting the 2,000 speakers, 15
bureaus and 200,000 event suppliers.
Goal: Increase planner sign ups.
Suppliers: We launch an email
campaign to the 200,000 in batches
with the following call to actions:
1-Confirm listing & agree to RFP terms
2- Upgrade listing to enhanced
3- Upgrade listing to featured
The campaign is 3-tiered:
- 10 variations of #1 above, spaced 4
days apart. If no response, then trickly
campaign continues indefinitely.
- Once confirmed, 10 variations of #2
- Once confirmed, 10 variations of #3
Goal: Move supplier along the sales
Planner click to contact or RFP
ProjectSpeaker intercepts inquiry and
forwards a “A planner is has inquired
about your services” message with a
link to confirm listing, agree to RFP
terms and have the inquiry forwarded.
Heavy promotion of supplier success
stories to move suppliers along the
- Uncomfirmed to Confirmed
- Confirmed to Enhanced
- Enhanced to Featured
2. Begin globalization of platform with
German language and German rollout.
Fine tune the process of increasing
planner signups, increasing planner
activity and moving the suppliers along
the sales process.
Goal: Achieve maximum process
efficiency to prepare for international
Expand to Europe and Asia in 3 stages
via our office in Nuremberg, Germany
1. Roll out across the U.K.
6 of our current 15 bureaus are from
the U.K so we’re well positioned
3. Roll out to Asia headed by our
Director, Moritz von der Linden who
has extensive Asia experience.
A significant issue to consider is the
“ProjectSpeaker” name. The name was
chosen as it focuses on a USP of being
the only services directory to include
We also own “planninghound.com”. I
would be interested to seek out advice
from branding experts.
- RFP Engine
- Recommendation Engine
- Analytics module
- Mobile editions
Marketing & Sales:
- Planner acquisition
- Supplier sales
- Analytics subscriptions
- Awareness campaigns
- General administration
- Merit Point System Patent
- Marketing aid
- Financial consulting in
regards to proper corporate
structures to leverage
We anticipate a future (end of
2014) round to finance our global
$500,000 - $1 million
tel.: (613) 220-0156