Summary pitch book for myfamgram.com

1. Brian Lynch
brian@myfamgram.com
Confidential. Not for Distribution
Changing the Way Families Manage Social Media

2. • Parents are using existing social media
platforms to share updates on their families.
These sites are not designed for this.
• Posting family updates clutter and dilute the
parent’s internet brand
• Existing platforms have confusing
privacy settings and a perceived
lack of control of information shared
• A social media platform that allows parents
to manage their families online presence
does not exist
• 70% of Facebook users don’t trust the site
with their personal information
Whose facebook profile is this? The parent’s or the child’s?
The Problem
*source: ZDNet May 2012

3. • myfamgram.com: a safe, secure, social media network
designed for parents
• Clean, simple layout for parents to digitally share and archive
updates, photos, and videos
• Each post can be tagged a “level” to share content only with
those who the parents approve, and who subscribe to the
content. Encourages frequent use without “oversharing.”
• Plug-ins with existing social media networks (facebook,
google+, pinterest, twitter, tumblr, etc.) to help facilitate reach
• Honest and straight-forward privacy settings that users control
• Over-time site becomes digital “baby book” – a complete
archive of the family’s growth and development
• COPPA compliant
• Free for users
The Solution | For Users

4. “Consumers going through major life events often don’t
notice, or care, that their shopping habits have shifted,
but retailers notice, and they care quite a bit. At those
unique moments… a precisely timed advertisement… can
change someone’s shopping patterns for years.
And among life events, none are more important than
the arrival of a baby... If companies can identify
pregnant shoppers, they can earn millions.”
- “How Companies Learn Your Secrets” 2/16/12 NY Times
For advertisers, MyFamGram will
deliver qualified access not only to
the lucrative new parent segment,
but the parent’s entire network of
relatives and friends.
Advertising access will be
provided through all development
stages of the child. The holy grail
for mass retailers, merchandisers,
and product marketers.
MyFamGram Connects Advertisers to Parents and their Network
Consumers are 71% more likely to make a
purchase based on social media referrals
15,100,000 consumers go to social media
channels before making purchase decisions
Facebook is the #1 online channel for
influencing the purchase of baby products
74% of consumers rely on social networks to
guide purchase decisions
Social Media Influence

5. MyFamGram is at the Confluence of Two Rich Verticals
Social Parenting
• 84% of marketers say social
media is important part of ad
spend
• Specific user targeting
(demographics, keywords)
• Consumers expect to be able
to connect with brands online
• $145 billion market valuation
of top 10 social media brands
(dominated by Facebook)
• Niche social media still in
infancy
• Moms spend 2x more time on
social media than general pop.
• Moms spend more time (5.6
hrs)/day online than all other
media sources combined
• Receive influence on parenting
from social media (53%) and
parenting websites (53%)
• Parenting: $2.1 trillion market
• Social media use has increased
by 591% in last 4 years
MFG provides
advertisers highly
focused targeting of
consumers and their
key influencers.
MFG connects users
with brands that can
improve their
parenting experience

6. Ad Supported Model
• Every page view will have 2 standard ads and “newsfeed” will have
sponsored content. Average of 3 ads/page view
• Ads initially hosted via Google ad network to build user metrics
• Phase 2 will migrate to direct sales supplemented by Google content
• “Freemium” solution for sponsored content. Free page set-up.
Minimum ad-spend (target: $50,000 annual) to unlock premium page
– no competitor ads, enable multi-media, unique coupons
• Using established social media advertising placements at first
• Premium ad opportunities for logout page, video content, photo content

7. Delivering Highly Focused Advertising Reach
• Advertisers will have access not only to parents, but also key influencers
• In Phase 2, advertisers will be able to buy ads based on standard demographics
(age, location, zip, previous behavior) and keywords (planning vacation, walking, etc)
• Mobile platform (with advertising) phase 2 priority
• Explore partnership with photo printing fulfillment service (e.g. snapfish)
• Party/Registry hosting
• Will also allow predictive ad buys and annual ad buys:
• Tracks along standard development path
• CPG companies can pre-buy ads before milestones, to get in front of
purchasing decision (e.g. transitioning to solid food, walking, first day of
school, etc.)

8. High-Level Launch Timing
June July August September October
Wireframe and
design completed
Handover to
development
team
Soft/beta launch.
Goal of 500 core
users
Analyze user
metrics. Make
critical
adjustments
Mass launch.
Begin phase 2:
mobile and build-
out ad buys
Facebook,
pinterest, twitter
reserved.
Building core
audience
PR campaign
around dangers
of social media
for families
Engage mommy-
bloggers to
promote site
Will gauge need
for promotion
based on
adoption rate of
site
Will gauge need
for promotion
based on
adoption rate of
site
Prelim
conversations
with potential
advertisers
Finalize path to
market for selling
ads (direct,
agency, auction
based, etc.)
Capture initial
user metrics.
Invite beta
advertisers to
set-up content.
Begin building ad
spaces into mult-
media content
Pitch site to
media buying
companies. Build
out team.
Development
Promotion
Business

9. Core Users Active Involve Passive Milestones Total
40,000 200,000 800,000 2,00,000 3,040,000
Core users: controlling party / admin
Active involvement: Spouse / parents / core friends (5x every core)
Passive: Checks into site once/week. Extended family/friends (20x core)
Milestones: Visits once/month. (50x core user)
Key Assumptions:
• Growth model is aggressive, with core users doubling Q/Q (starting at 5,000) – but only 20% of
babycenter
• Assumes users stick with site and won’t abandon
• Leveraging existing social media platforms will enable growth. If that gets cut off the model is at risk.
• Technical backend must be able to maintain substantial growth
End of 2014 User Adoption Assumptions

10. Need for Angel Investment
• Extend runway to cash flow positive
• Recruit and retain key talent
• International legal compliance as we move
towards globalization
Increase user adoption Launch Mobile Platform Direct Ad Platform
• Double users month
over month
• Facebook ad buys
• PR campaign
• “mommy blogger”
target
• Users demand mobile
interface
• Will allow for
additional ad opps and
more refined targeting
• Increase user loyalty
• Will increase CPM
value by 10x
• Provide unique
solutions for
advertisers
• Control own inventory
• Fast growth to mitigate
competitive risk
• See appendix for more details

11. Potential Strategic Partners
• Instagram $1 billion (no rev. gen)
• MFG would provide natural business extension
• Wildfire (social media marketing) $450 mill.
• Google+ is becoming niche social media site. Natural extension.
• Yammer 1.2 billion. 2012, MSFT launched so.cl
• MSFT (and Yahoo!) recognize missing on sig. rev. gen from social media
• Acquired babycenter in 2001 and Maya’s Mom in 2007 (undisclosed)
• Any large CPG company in baby space will be interested in MFG

12. Brian Lynch, Founder
Brian Lynch is a proven leader in high-tech business. He successfully ran sales for a
$100 million subsidiary for a global conglomerate while launching myfamgram.com.
He has a B.S. in Advertising from Syracuse University. myfamgram.com is his first
start-up enterprise. The venture was inspired by his son, Colin Lynch, and the
subsequent hijacking of his father’s (and mother’s) internet brand.
Beth Laskoski, Business
Beth Laskoski is an accomplished media and marketing professional specializing in
the parenting vertical market. She was the Group Marketing Director at The
Parenting Group until June, 2013 and brings a deep understanding and knowledge
of target advertisers, competitors, and target market that myfamgram.com will
reach.
Seth Miller, Technology
Seth Miller is a talented and multi-faceted technology officer with experience in
launching websites and understands the back-end requirements for platform
integration. He’s hands-on and brings with him his wife, in a consultant/advisor
capacity, who has worked as a UX and PM on several successful start-ups
Core Team

13. Thank you
Brian Lynch
C: (914) 356-7785
brian@myfamgram.com