Consumer Software & Services: Company presentation by Kris Naudts, Founder & CEO of Culture Trip at the NOAH Conference London 2019, 30-31 October, Old Billingsgate.

1. CULTURE TRIP 1CULTURE TRIPCULTURE TRIP
Culture Trip

2.  @NOAHConference
 @noah_conference
 @noah-conference
 @NOAHConference
FOLLOW USONSOCIAL

3. CULTURE TRIP 2
Audience Hypergrowth
App
Installs
2
20182015
1
2
1
Video
Views
20182017
Facebook
Following
7
20182017
3.5
Web
MUVs
18
20182015
9
(Millions) (Millions)(Millions) (Billions)

4. Our app users are delighted

5. App of the Day - US
June 2019
App of the Day - UK
October 2018
“Culture Trip is
like a crib sheet
to the zeitgeist –
a whip-smart
hybrid of
magazine and
travel site.
You'll never feel
out of the loop
again.”
- App of the Day Feature,
Apple UK
“If you’re the type
of traveler who
wants to be at
the forefront of
cool in any
neighbourhood or
city in the world,
don’t leave home
without consulting
Culture Trip.”
- App of the Day Feature,
Apple US
Installs
+1169%
On App Store UK
within 24 hrs of
being featured
Installs
+2000%
On App Store US
within 24 hrs of
being featured

6. CULTURE TRIP 5
Global Content, Brand & Audience
North America
55+ locations
20,000 articles
75+ videos
Caribbean &
Central America
30+ locations
2,600 articles
20 videos
South America
10+ locations
4,700 articles
20 videos
Europe
60+ locations
33,500 articles
300 videos
Africa
60+ locations
3,200 articles
20+ videos
Asia
30+ locations
11,800 articles
135+ videos
Middle East
10+ locations
2,700 articles
15 videos
Pacific
15+ locations
3,000 articles
20+ videos
Total of
275 locations
Total of
81,400 articles

7. CULTURE TRIP 6
London Shanghai New
York
Tel Aviv
300 Employees
in 4 Offices
300 Freelance
Creators Around
the World
China is the
Wor(l)d. AI its
currency.
Global Workforce & Creator Community

8. CULTURE TRIP 7
Dr. Kris Naudts
Founder-
CEO
Dr. Nick Jakobi
Chief Product Officer
ex-Google/Facebook
Dr. Nelson Mattos
NED
ex-IBM/Google
Yariv Adan
NED
Google
Anne Bourgeois-Vignon
Executive Creative Director
ex-Magnum/Vanity Fair
Karen Kesner
Chief People Officer
ex-Apple,
Booking.com
Dmitry Shishkin
Chief Content Officer
ex-BBC
Leadership Team

9. CULTURE TRIP 8
Funding History
2011
London office /
No office
2015
$2M seed funding
secured and Tel Aviv
office opened
2016
$20m Series A funding
secured and New York
office opened
2018
$80m Series B funding
secured and Shanghai
office opened

10. CULTURE TRIP 9
Competitors & View of the World
MEDIA ENTERTAINMENT
TRAVEL

11. CULTURE TRIP 10
Competitor Valuations
Airbnb
$38bn (.est)
Booking Holdings
$86.7bn
TRAVEL
Klook
$1bn (.est)
Get Your Guide
$1bn(.est)
Netflix
$142bn
Spotify Holdings
$26bn
MEDIA & ENTERTAINMENT
Disney
$176bn
Vice
$5bn

12. CULTURE TRIP 11
Content Creation Model
Distributed Creator Community, No Legacy
Feel Good Brand
Global & Mission Led, Zeitgeist, China
Creativity at Scale
Diversification, Inspiration & Visibility
Artificial Intelligence
Automation & Personalisation
Revenue
Travel, Media, Entertainment
Differentiation
To Win
CULTURE TRIP

13. CULTURE TRIP 12
We create stories about
what makes a place, its
people and culture,
special and unique.
We inspire people to go
beyond their cultural
boundaries and connect
with the world around
them.
Global &
Mission-Led
Brand

14. CULTURE TRIP 13
Meet the First British Woman to Go
Around the World on her Motorbike
Creative
Diversification
x Scale
= Visibility Kamaishi, the Japanese City That
Rugby Rebuilt
10 Must-Visit Museums In
The Gulf States
The Soul of Soho.
In London. In NYC. In Hong Kong.
New York City Hacks Even Locals
Don’t Know

15. CULTURE TRIP 14
DATA &
ANALYSIS
USERSPersonalised
recommendations
and new formats
Content
performance
Comprehensive
coverage
Sub-Automation, Creator Tools,
New Formats
User Needs
Locations
AI x Creative Diversification x Users = ROI
Berlin
London
Data informed
creativity
CONTENT
CREATORS

16. CULTURE TRIP 15
AFTER TRIP
NO PLANS
ON TRIP
The Trip Cycle & The Travel Funnel
BOOKING
INSPIRATION
ORIENTATION
& PLANNING

17. CULTURE TRIP 16Inspiration Content
Bookable Content
Cultural overview Language Etiquette & customs Why go here LGBT stories
Itineraries by
mode of transport
Itineraries by
interest/theme
Itineraries by
time period
Itineraries by
mode of transport
Before going tips
Learn - cuisine Learn - history
Famous figures
from history
Geographical
orientation
Understanding
cultures
Learn - dance Learn - music Trends & movements Learn - art Inventions
Places to stay
Unusual places to stay
Places to stay -
neighbourhoods
Ecological
accommodation
Wellness retreats Bookable experiences Bookable attractions
Orientation & Planning Content
Overview see
& do
Attractions &
architecture
Restaurants
overview
Local cuisine &
restaurants
Authentic see
& do
Cafes Best meals Foodie guide Cocktail bars Wellness
Unusual things
to see & do
Itineraries by
mode of transport
Local drinks
guide
Wine bars Events guide
Things to do
- art
Itineraries by
mode of transport
Bars / pubs
overview
Things to do on
a budget
Markets &
shops

18. CULTURE TRIP 17
Booking.com Airbnb
USER ACQUISITION (MUV)
Paid Search
Content Spend
Brand Spend
Conversion Rate
Commission %
BOOKING REVENUE p.a. ($)
Other
400m
ca. $ 5,000m p.a.
Marginal
Marginal
125m
ca. $ 200m p.a.
Marginal > Meaningful
Substantial
0.5% - 1%
8 - 18%
2,600m
6.70%
15 - 20%
14,527m
Nil Guest-Host Flywheel

19. CULTURE TRIP 18
Winning in the Inspiration
Stage (Top of Funnel).
Guiding users down through
the Orientation & Planning
Stage (Mid-Funnel).
Offer bookable, on brand
Places to Stay & Experiences
(Bottom of Funnel).
Inspiration Content
Orientation & Planning Content
Bookable Content
Culture Trip is A Full Funnel, Winner Takes All Opportunity
Booking

20. CULTURE TRIP 19
Sources of Value &
Growth Potential:
● Global Audience
● Global Creator Community
● Content Creation & O.S. Model
● Creative Diversification
● Languages & Locations
● Strong IP & Data
● Full Funnel, Revenue Model
● Top Leadership Team & Talent
● Disruptive, Category Leader Potential:
AI x Media/Entertainment & Travel

21. CULTURE TRIP 20CULTURE TRIP
Thank You Visit the Website
www.culturetrip.com
Download the App
iTunes & Play Store
Follow us on Instagram
@CultureTrip
Follow us on Facebook
facebook.com/culturetrip
Sign up for Newsletter
culturetrip.com/newsletter

22. Selected Completed NOAH Transactions
Focus on Leading European Internet companies
Covering over 400 companies across 25 online
verticals, a broad range of over 500 investors as
well as 100+ online-focused corporates
Deep understanding of industry dynamics
Ability to add value beyond banking advice
Facilitates overall process and minimizes
management distraction
NOAH Advisors is globally well connected
and has direct access to virtually all key
players in the industry
Knowledge of and strong relationships with
potential buyers’ key decision makers
Proactively finds and unlocks attractive
investment opportunities for leading investors
Annual NOAH Conference in its 10th year
Over 40 years of combined relevant M&A experience
Routine execution of M&A and financing transactions
with sizes of several billion euros
30 successfully completed NOAH Advisors transactions
underline successful transfer of M&A competencies to
the Internet sector
Entrepreneurial mind-set, focused on growing the
business and establishing a reputation for excellence
Ability to deliver top results in short time frames
Highly success-based compensation structures align
interests of clients and NOAH Advisors, and demonstrate
conviction to deliver top results
Creative deal solutions
Unique Industry Know-How
Unmatched Network and Relationships
Strong Investment Banking Competence
Full Commitment - We Are Entrepreneurs!
EUROPE’S LEADING INTERNET
CORPORATE FINANCE BOUTIQUE®
The NOAH Advisors Core Banking Team
Marco Rodzynek
Managing Director & Founder
Jan Brandes
Managing Director
Nikhil Parmar
Director
Olek Skwarczek
Associate
Lukas Schlund
Analyst
December 2014 October 2014
Sale of 100% of
for $800m to
Exclusive Financial Advisor to
Fotolia and the Selling Shareholders
Sale of 100% of
for €80m to
Exclusive Financial Advisor to
Trovit and its Shareholders
October 2016
Investment in
Exclusive Financial Advisor to KäuferPortal
and its Shareholders
by
84% Ownership
December 2016
August 2017
Financial Advisor to Silver Lake
Financial Advisor to EMK Capital
Investment in
Acquisition of a Majority Stake in
by
by
at a valuation of $200m
November 2019 July 2019
September 2018
Financial Advisor to MagicLab
Financial Advisor to AU10TIX
and its shareholders
Financial Advisor to 10bis
and its shareholders
Acquisition of a 79% stake in $60m Investment in
Sale of 100% in
by
at a valuation of ~$3 billion
at a valuation of $260m by
for €135m to
10Bis