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Fastest growing segment
of the global economy
Millennials spend
travelling
Of travellers will
be millennials
Building the Future of Hospitality
We travel more than ever before...
Building the Future of Hospitality
...and needs are changing.
Building the Future of Hospitality
Soulless
Only downtown
Cramped rooms
Antiquated service
Slow internet
01
Unreliable and inconsistent
Not always clean
Not always comfortable
Spotty responsiveness
Safety concerns
02
Independent hotels Big box chains Peer to peer Tech-enabled brand
Building the Future of Hospitality
Independent hotels Big box chains Peer to peer Tech-enabled brand
Building the Future of Hospitality
13 units・North Park $155
a night
111 units ・ CBD $151
a night
16 units・Covent Garden £181 per
room
169 units ・ FiDi $225
a night
Assets under management
Units
NPS (industry avg 37)
Employees
Total financing
Regulatory compliance
Markets
Guests hosted
Expected NTM Revenue
Guest Experience Unit Economics Supply Demand Defensibility
We travel frequently with our friend
group from all over the country
and we found this amazing space...
We had never stayed in a Sonder
rental before but we will never stay
anywhere else again if we have
the option!
Guest Experience
WEST VIRGINIA
34 points
above avg
Guest Experience
Connected home initiative reduced
access issues.
QA process implementation, dispatch
app improvements, and third party
housekeeping incentive plans allows us
to identify even more minor issues
before guests check-in.
Guest issue rate
Guest Experience
From 163 Countries in Total
Average Guests per Stay: 2.5
Average Daily Rate (ADR) per Bedroom: $129
Length of Stay: 4 days
23%
Couple
33%
Business
24%
Family
14%
Friends
6%
Solo
260,000
guests to
date
TTM guests
Guest Experience
Guest Experience
Exceptional style
Designed for living
Accommodating groups
Guest Experience
41
7
30
45 138
24
96
36
51
14
76
21
Walkable neighborhoods
Lively & safe
Large selection
10
186
Guest Experience
The lobby is on your phone
Casual and personalized service
No tipping and free, fast wifi
Guest Experience Unit Economics Supply Demand Defensibility
Unit Economics
Hotel
Operating
Costs
Operating
Costs
Services
Messaging, not calling
Centralized contact center
Self-serve & automation
Process
Automation
Check-ins
Requests
Operations
Amenities
On-demand services
Partnerships
Unit Economics
Cumulative cash flow by unit, assuming no future improvement
Three unit economic levers
Improve revenue per available day.
Decrease direct costs.
Decrease location acquisition cost (LAC).
Note: Assumes CapEx refresh at year 6.
Unit Economics
Annual Unit
Contribution
Location Acquisition
Cost (LAC)
Location acquisition cost payback (months)
2017 2018
Revenue
Rent
Direct Costs
Contribution 6,284 9,206
2017 2018
CapEx
Rent during Setup
Security Deposit
Rent Abatement
Revenue Ramp-Up
Total LAC 17,611 9,530
Unit Economics
Annualized contribution per unit ($) by market-cohort
Contribution margin by market
Unit Economics
EBITDA margin by market
Guest Experience Unit Economics Supply Demand Defensibility
Supply
2828
Following our unit economics success,
we turned our attention to growth and
in H2 added supply that will generate
148M of annualized revenue.
Our productivity per person has
increased from 7 to 30 units per month
over the last 12 months.
Our average deal size is now 19 units
(vs 5 units as of YE 2017), and we
currently have 2,400 units signed or in
lease negotiation for Q1.
Units signed per quarter
Compliant with all local fire
and safety requirements
All new units are commercially
zoned and eligible for hotel
or transient licensing
Supply
$10M in liability coverage
Pay relevant tourism, value
added and municipal taxes
Compliance with ADA
guidelines in all non-exempt
properties
City staff available to assist
regulators for periodic
inspections
Opportunities
Completed units
in top US cities
in 2019
Supply
Class A Buildings,
Attractive Locations,
and Correct Zoning
Supply
01 02 03
Brand standards
Contribution margin
Payback
Risk
LOIs sent
LOIs signed
Leases
signed
Lease Start Cohort
Actual÷Forecast Goal
9 units・March 2019
46 units・October 2019
95 units・July 2019
96 units・July 2019
Supply
Value add for developer relative to traditional multifamily use
Guest Experience Unit Economics Supply Demand Defensibility
Demand
Scalable and cost-effective
distribution partnerships.
Great experience fuels 5 star reviews
and high search ranks.
Brand awareness and repeats are
translating into more direct bookings.
77%
occupancy
Revenue run rate ($M)
Demand
39
40
Guest Experience Unit Economics Supply Demand Defensibility
Defensibility
Competitor units from “Biggest Vacation Home Operator Moving Into City Market,” The Information, with extrapolated growth.
SA2019 goal from “Spokane-based Stay Alfred receives $47 million for expansion,” The Spokesman-Review.
1x
2x
4x
Total units Sonder vs Stay Alfred
$140mm
Raised
$62mm $22mm $19mm $9mm$16mm $2mm $5mm$14mm
Defensibility
Developers choose the strongest operator Guests choose the prominent brand
Supply
Capital
Marquee assets
More selection
Higher occupancy
More direct
Higher conversion
Better terms
Faster paybacks
More and cheaper asset financing
Better
experience
More operating
cash flow
Partner of
choice
Scale
economies
Growth Economics
Demand
Defensibility
Need 4,100 new units per month.
Currently signing 800 units per month.
Requires going from 21 productive
cities to 105 productive cities at
the same city growth velocity.
Live Expansion
Defensibility
Defensibility
Transform
traditional hotels
Everything in
a Sonder is for sale
Housing as a service
$500
$60
Sanjay Banker, CFO
B.S. in Economics from Wharton; M.B.A. from Harvard Business
School. Previously Partner at TPG Capital for 6 years; Principal
at Bain Capital for 8 years; Engagement Manager at McKinsey
for 6 years.
Phil Rothenberg, General Counsel
J.D. in Law from Georgetown; B.A. in Economics and Foreign
Affairs from UVA; M.I.B.S. from USC. Previously VP of Legal
at Tesla for 7 years; Attorney-Advisor at the U.S. Securities
and Exchange Commission; Adjunct Professor of Law at
Georgetown.
Martin Picard, VP of Finance and Global Head of Real Estate
C.P.A.; B.Comm. in Accounting from Concordia University.
Previously CEO of Adzura; Finance at Ned Davis Research; Senior
Financial Auditor at Deloitte.
Deeksha Hebbar, VP of Operations
B.S. in Economics and B.S.E in Engineering from Wharton and
the School of Engineering at the University of Pennsylvania;
M.B.A. from Harvard Business School. Previously, VP of
Business at Luxe; senior roles at McKinsey and Google.
Vivek Subramanian, VP of Product & Engineering
B.S. in Computer Science from BITS Pilani in India; M.S. from
the Univ of Texas at Austin; M.B.A. from UC Berkeley Haas.
Previously, SVP and Head of Product at Coupang;
co-founded CalmSea, a Big-Data startup; positions at Oracle
and Siebel.
Shruti Challa, VP of Revenue
B.A. in Economics and Political Science from Stanford; M.S. in
Predictable Analytics / Data Science from Northwestern.
Private Investor; GM / SVP - New Business & Strategic Partnerships)
at Rocketmiles (Booking.com subsidiary); Head of Marketing and
Sales Strategy at Groupon Rewards..
Melissa Lightbody, VP of People
Previously VP, Enterprise Business Operations &
Transformation Management Officer at Vituity; Sr Director, HR
at Trulia; VP, Global Head of People and HR Operations at
Machine Zone, Inc.
Arthur Chang, Senior Director of Expansion
B.S. in Hotel Administration from Cornell University.
Previously VP of International Development and Head of
Accounts at Coyle Hospitality Group; positions at Starwood,
Nikko Hotels, and InterContinental; co-founder of Soarigami.
Kiran Rao, Head of Supply Growth
B.S. in Finance from the University of Illinois. Previously worked
in corporate development at LinkedIn; VP at Campus Explorer;
Associate at Vicente Capital Partners; and Investment Banking
Analyst at BMO Capital Markets.
Marley Dominguez, Managing Director of Real Estate
B.S. in Accounting and Finance from Clemson University.
Previously, Managing Director at Apple Investment Group; VP of
Acquisitions for the Kuwait Pension Fund; headed real estate
acquisitions for the Royal Family of Abu Dhabi.
Ana Nekhamkin, Director of Real Estate Expansion - Europe
Summa cum laude from Wharton. Previously, Managing
Director at Inhabit; positions in real estate acquisitions and
development for lifestyle hotel companies such as Morgans
Hotel Group, Ian Schrager Company and Virgin Hotels.
Amrish Desai, Director - Investment Analysis & Research
B.S. in Finance from Boston University. Previously Director of
Research - New Developments at Compass; VP at JP Morgan;
Senior Underwriter at JP Morgan Chase.
Craig Rashkow, Sr. Director of Customer Service
B.S and M.S. in Engineering from Dartmouth; M.B.A. from
U Chicago Booth. Previously, Director of Sales Operations
at McMaster-Carr.
James Ondrey, Regional General Manager
B.A. in Finance from Miami University. Previously, one of the
first Uber GMs then Head of Midwest Operations at Uber;
CEO at SeatQuest; multiple investment banking roles.
Jeff Sun, Director of Operations - Supply Chain
B.A. in Political Science from Yale; M.B.A. from MIT Sloan School
of Management. Previously General Manager at Amazon
PrimeNow; positions at Deloitte, twoXAR, and Nike.
Julia Otis, Director of Interior Design Operations
B.A. in History of Art and Architecture from Brown, M.B.A
from Yale. Previously Global Design Operations at Airbnb Plus;
Head of Strategy and User Experience at True Link Financial;
Consultant at the Bridgespan Group; Paralegal
at the ACLU.
Laura Hoxie, Director of Hospitality
B.S. in Hotel Administration from Cornell; M.B.A. from
the University of Michigan Previously, Director of Guest
Experience at Hilton Worldwide; positions at Four Seasons
and Avero.
Mason Harrison, Director of Communications
B.S. in Political Science and Government from UC Davis. Previously
ran the political campaigns and/or represented John McCain,
Carly Fiorina, and Arnold Schwarzenegger; VP of Communications
at Crowdpac.
46
Team
Sonder | Series D Deck

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Sonder | Series D Deck

  • 1.
  • 2.
  • 3. Fastest growing segment of the global economy Millennials spend travelling Of travellers will be millennials Building the Future of Hospitality We travel more than ever before...
  • 4. Building the Future of Hospitality ...and needs are changing.
  • 5. Building the Future of Hospitality Soulless Only downtown Cramped rooms Antiquated service Slow internet 01 Unreliable and inconsistent Not always clean Not always comfortable Spotty responsiveness Safety concerns 02
  • 6. Independent hotels Big box chains Peer to peer Tech-enabled brand Building the Future of Hospitality
  • 7. Independent hotels Big box chains Peer to peer Tech-enabled brand Building the Future of Hospitality
  • 8. 13 units・North Park $155 a night
  • 9. 111 units ・ CBD $151 a night
  • 10. 16 units・Covent Garden £181 per room
  • 11. 169 units ・ FiDi $225 a night
  • 12. Assets under management Units NPS (industry avg 37) Employees Total financing Regulatory compliance Markets Guests hosted Expected NTM Revenue
  • 13. Guest Experience Unit Economics Supply Demand Defensibility
  • 14. We travel frequently with our friend group from all over the country and we found this amazing space... We had never stayed in a Sonder rental before but we will never stay anywhere else again if we have the option! Guest Experience WEST VIRGINIA 34 points above avg
  • 15. Guest Experience Connected home initiative reduced access issues. QA process implementation, dispatch app improvements, and third party housekeeping incentive plans allows us to identify even more minor issues before guests check-in. Guest issue rate
  • 16. Guest Experience From 163 Countries in Total Average Guests per Stay: 2.5 Average Daily Rate (ADR) per Bedroom: $129 Length of Stay: 4 days 23% Couple 33% Business 24% Family 14% Friends 6% Solo 260,000 guests to date TTM guests
  • 18. Guest Experience Exceptional style Designed for living Accommodating groups
  • 19. Guest Experience 41 7 30 45 138 24 96 36 51 14 76 21 Walkable neighborhoods Lively & safe Large selection 10 186
  • 20. Guest Experience The lobby is on your phone Casual and personalized service No tipping and free, fast wifi
  • 21. Guest Experience Unit Economics Supply Demand Defensibility
  • 22. Unit Economics Hotel Operating Costs Operating Costs Services Messaging, not calling Centralized contact center Self-serve & automation Process Automation Check-ins Requests Operations Amenities On-demand services Partnerships
  • 23. Unit Economics Cumulative cash flow by unit, assuming no future improvement Three unit economic levers Improve revenue per available day. Decrease direct costs. Decrease location acquisition cost (LAC). Note: Assumes CapEx refresh at year 6.
  • 24. Unit Economics Annual Unit Contribution Location Acquisition Cost (LAC) Location acquisition cost payback (months) 2017 2018 Revenue Rent Direct Costs Contribution 6,284 9,206 2017 2018 CapEx Rent during Setup Security Deposit Rent Abatement Revenue Ramp-Up Total LAC 17,611 9,530
  • 25. Unit Economics Annualized contribution per unit ($) by market-cohort
  • 26. Contribution margin by market Unit Economics EBITDA margin by market
  • 27. Guest Experience Unit Economics Supply Demand Defensibility
  • 28. Supply 2828 Following our unit economics success, we turned our attention to growth and in H2 added supply that will generate 148M of annualized revenue. Our productivity per person has increased from 7 to 30 units per month over the last 12 months. Our average deal size is now 19 units (vs 5 units as of YE 2017), and we currently have 2,400 units signed or in lease negotiation for Q1. Units signed per quarter
  • 29. Compliant with all local fire and safety requirements All new units are commercially zoned and eligible for hotel or transient licensing Supply $10M in liability coverage Pay relevant tourism, value added and municipal taxes Compliance with ADA guidelines in all non-exempt properties City staff available to assist regulators for periodic inspections
  • 30. Opportunities Completed units in top US cities in 2019 Supply Class A Buildings, Attractive Locations, and Correct Zoning
  • 31. Supply 01 02 03 Brand standards Contribution margin Payback Risk LOIs sent LOIs signed Leases signed Lease Start Cohort Actual÷Forecast Goal
  • 36. Supply Value add for developer relative to traditional multifamily use
  • 37. Guest Experience Unit Economics Supply Demand Defensibility
  • 38. Demand Scalable and cost-effective distribution partnerships. Great experience fuels 5 star reviews and high search ranks. Brand awareness and repeats are translating into more direct bookings. 77% occupancy Revenue run rate ($M)
  • 40. 40 Guest Experience Unit Economics Supply Demand Defensibility
  • 41. Defensibility Competitor units from “Biggest Vacation Home Operator Moving Into City Market,” The Information, with extrapolated growth. SA2019 goal from “Spokane-based Stay Alfred receives $47 million for expansion,” The Spokesman-Review. 1x 2x 4x Total units Sonder vs Stay Alfred $140mm Raised $62mm $22mm $19mm $9mm$16mm $2mm $5mm$14mm
  • 42. Defensibility Developers choose the strongest operator Guests choose the prominent brand
  • 43. Supply Capital Marquee assets More selection Higher occupancy More direct Higher conversion Better terms Faster paybacks More and cheaper asset financing Better experience More operating cash flow Partner of choice Scale economies Growth Economics Demand Defensibility
  • 44. Need 4,100 new units per month. Currently signing 800 units per month. Requires going from 21 productive cities to 105 productive cities at the same city growth velocity. Live Expansion Defensibility
  • 45. Defensibility Transform traditional hotels Everything in a Sonder is for sale Housing as a service $500 $60
  • 46. Sanjay Banker, CFO B.S. in Economics from Wharton; M.B.A. from Harvard Business School. Previously Partner at TPG Capital for 6 years; Principal at Bain Capital for 8 years; Engagement Manager at McKinsey for 6 years. Phil Rothenberg, General Counsel J.D. in Law from Georgetown; B.A. in Economics and Foreign Affairs from UVA; M.I.B.S. from USC. Previously VP of Legal at Tesla for 7 years; Attorney-Advisor at the U.S. Securities and Exchange Commission; Adjunct Professor of Law at Georgetown. Martin Picard, VP of Finance and Global Head of Real Estate C.P.A.; B.Comm. in Accounting from Concordia University. Previously CEO of Adzura; Finance at Ned Davis Research; Senior Financial Auditor at Deloitte. Deeksha Hebbar, VP of Operations B.S. in Economics and B.S.E in Engineering from Wharton and the School of Engineering at the University of Pennsylvania; M.B.A. from Harvard Business School. Previously, VP of Business at Luxe; senior roles at McKinsey and Google. Vivek Subramanian, VP of Product & Engineering B.S. in Computer Science from BITS Pilani in India; M.S. from the Univ of Texas at Austin; M.B.A. from UC Berkeley Haas. Previously, SVP and Head of Product at Coupang; co-founded CalmSea, a Big-Data startup; positions at Oracle and Siebel. Shruti Challa, VP of Revenue B.A. in Economics and Political Science from Stanford; M.S. in Predictable Analytics / Data Science from Northwestern. Private Investor; GM / SVP - New Business & Strategic Partnerships) at Rocketmiles (Booking.com subsidiary); Head of Marketing and Sales Strategy at Groupon Rewards.. Melissa Lightbody, VP of People Previously VP, Enterprise Business Operations & Transformation Management Officer at Vituity; Sr Director, HR at Trulia; VP, Global Head of People and HR Operations at Machine Zone, Inc. Arthur Chang, Senior Director of Expansion B.S. in Hotel Administration from Cornell University. Previously VP of International Development and Head of Accounts at Coyle Hospitality Group; positions at Starwood, Nikko Hotels, and InterContinental; co-founder of Soarigami. Kiran Rao, Head of Supply Growth B.S. in Finance from the University of Illinois. Previously worked in corporate development at LinkedIn; VP at Campus Explorer; Associate at Vicente Capital Partners; and Investment Banking Analyst at BMO Capital Markets. Marley Dominguez, Managing Director of Real Estate B.S. in Accounting and Finance from Clemson University. Previously, Managing Director at Apple Investment Group; VP of Acquisitions for the Kuwait Pension Fund; headed real estate acquisitions for the Royal Family of Abu Dhabi. Ana Nekhamkin, Director of Real Estate Expansion - Europe Summa cum laude from Wharton. Previously, Managing Director at Inhabit; positions in real estate acquisitions and development for lifestyle hotel companies such as Morgans Hotel Group, Ian Schrager Company and Virgin Hotels. Amrish Desai, Director - Investment Analysis & Research B.S. in Finance from Boston University. Previously Director of Research - New Developments at Compass; VP at JP Morgan; Senior Underwriter at JP Morgan Chase. Craig Rashkow, Sr. Director of Customer Service B.S and M.S. in Engineering from Dartmouth; M.B.A. from U Chicago Booth. Previously, Director of Sales Operations at McMaster-Carr. James Ondrey, Regional General Manager B.A. in Finance from Miami University. Previously, one of the first Uber GMs then Head of Midwest Operations at Uber; CEO at SeatQuest; multiple investment banking roles. Jeff Sun, Director of Operations - Supply Chain B.A. in Political Science from Yale; M.B.A. from MIT Sloan School of Management. Previously General Manager at Amazon PrimeNow; positions at Deloitte, twoXAR, and Nike. Julia Otis, Director of Interior Design Operations B.A. in History of Art and Architecture from Brown, M.B.A from Yale. Previously Global Design Operations at Airbnb Plus; Head of Strategy and User Experience at True Link Financial; Consultant at the Bridgespan Group; Paralegal at the ACLU. Laura Hoxie, Director of Hospitality B.S. in Hotel Administration from Cornell; M.B.A. from the University of Michigan Previously, Director of Guest Experience at Hilton Worldwide; positions at Four Seasons and Avero. Mason Harrison, Director of Communications B.S. in Political Science and Government from UC Davis. Previously ran the political campaigns and/or represented John McCain, Carly Fiorina, and Arnold Schwarzenegger; VP of Communications at Crowdpac. 46 Team