Slide deck used during presentation of our team's case on customer acquisition.

1. 1
Priya Gandhi | Melanie Hussey | Austin Lewis
Red Ventures Acquisition:
CardMax

2. 2
Overview
• Business Model
• The Rewards Guru and Venture America
– General and Downfalls
– Target Market Analysis
• CardMax
– RV Culture and Existing Brands
– Core Capabilities
– In-Depth Analysis
– Growth Corridors and Timeline
• Conclusion
• Appendix

3. 3
The Business Model

4. 4
Business Model

5. 5
The Rewards Guru and Venture America

6. 6
The Rewards Guru
• General Information
– Blog-based travel website that offers credit cards through an affiliate
network
– Target from low to high value card consumers
• Downfalls
– Relies heavily on Organic Social
– Generally stumbled upon
– No clear direction

7. 7
Venture America | Venturica
• General Information
– Financial services corporation sponsoring issuance of their own branded
credit cards
– Target high value card consumers
• Downfalls
– Relies entirely on Paid Search
– Website offers a frustrating customer experience
• Lost opportunity

8. 8
“Prime and above consumers represent
nearly 79 percent of all credit card users”1
“At the same time, increasingly more non-
prime consumers are accessing credit cards”1
Target Market Analysis
1: Credit card ownership statistics (CreditCards.com)

9. 9
Target Market Analysis
• Non-prime credit corresponds with any VantageScore at or
below 660 1
1: VantageScore 3.0 (Experian.com)
Image: Credit Score Statistics (CreditCards.com)

10. 10
Target Market Analysis
Numbers above come by approximating the percent of each level
card from the projected 2018 traffic volume to each domain.

11. 11
CardMax

12. 12
CardMax: RV Culture and Existing Brands
• CardMax and its employees would integrate
seamlessly into the Red Ventures company culture
– Believe in getting better every day
– Adaptability as a secret weapon
• Similar to existing Red Ventures brands and would
complement and contribute to the brand base
– CreditCards.com, Bankrate, The Points Guy, The Simple
Dollar
– Affiliate Sales
– Consumer Education

13. 13
CardMax: RV Core Capabilities
• Demand Generation
– SEO- Website in January 2018 - 1,786,500 visits
– SEO- Mobile in January 2018 - 2,768,580 visits
– Organic Social in January 2018 - 0 visits
– Paid Search in January 2018 - 230,193 visits
• Highest total CPC comes from the need of
application searches
• However, profit margin is negative (14%) due
to Paid Search

14. 14
CardMax Marketing Channel: Paid Search
• 3% of Paid Searches lead to
a completed application
• Paid Search in total is ONLY
deriving 4.8% of our
demand
• The CPC total cost is more than our
profit putting us in a bad position
• Put less attention towards our paid
search OR focus ONLY on keywords
giving us the most profit

15. 15
CardMax: RV Consumer Analysis
Which company brings in the most demand?
CardMax Venturica RewardsGuru
2018 Site Visitors 57,396,965 14,327,498 18,596,520
63%
16%
21%
2018 SITE VISITORS
CardMax
Venturica
RewardsGuru

16. 16

17. 17

18. 18
CardMax: RV Growth Corridors and Timeline
• Increase in RV market share
– Add a 5th brand
• Implementation Opportunity
– Increase customer satisfaction
– Increase domain-wide approval ratings
– Can apply to all 5 brands
– Additional sales opportunity

19. 19
CardMax: RV Growth Corridors and Timeline
Higher Site wide
Average Approval
Ratings (%)
CardMax
Bankrate
CreditCards.com
The Points Guy
The Simple Dollar
Design and Implementation of a new card recommendation platform:
Your Interests
Cash back
Flight rewards
+ Credit Card
Recommendations
Higher
Revenue
=
Soft Inquiry
Credit Score
Credit Card
Recommendations
Your Interests
Cash back
Flight rewards
Higher Site-
wide Average
Approval
Ratings (%)

20. 20
Timeline
• Implementation Itself
– Few years to account for all processes
• Meantime
– Information maintenance
– Grow traffic volume to application rating
– Strengthen all marketing

21. 21
Conclusion

22. 22
Conclusion
• Immediate improvement platform
– Venture America and The Rewards Guru
– CardMax
• Significance of this opportunity
• Running Up Escalators 1
1: Who we are (redventures.com)

23. 23
Appendix

24. 24
Appendix I
Expected
Future
Revenue
Growth

25. 25
Appendix II
Average Revenue/Application
Average Revenue/Approval
Average Approval Rate

26. 26
Appendix III.1
The Rewards Guru Future Demand Growth

27. 27
Appendix III.2
Venturica Future Demand Growth

28. 28
Appendix III.3
CardMax Future Demand Growth

29. 29
Appendix IV
CardMax Marketing Channel: Paid Search