Industrial Digitisation: Company presentation by Charles Fraenkli, Smartfrog at the NOAH Conference Berlin 2019, 13-14 June, STATION.

1. How to build a hypergrowth consumer IoT business

2.  @NOAHConference
 @noah_conference
 @noah-conference
 @NOAHConference
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3. TRACTION
1 million
IoT users
+578%
ARR
Growth
>60%
Gross
Margin
In 187 countries

4. MARKET PENETRATION
Strictly Confidential
smart home security market97% of the is still free
$500 B
Opportunity
Source: Statista, May 2019, based on IMF, World Bank, UN and Eurostat

5. MARKET PENETRATION
Strictly Confidential
smart home market92% of the is still free
$1 Trillion
Opportunity
Source: Statista, May 2019, based on IMF, World Bank, UN and Eurostat

6. DRIVERS OF GROWTH
Strictly Confidential
Market in
Growth Phase
Consumer-Centric
SaaS Model
Full-Stack
Approach
1 2 3

7. 1. GROWTH PHASE – INFLECTION POINT
Strictly Confidential
Camera Siren Temperature Air qualityHumidity

8. Consumers are looking for
2. CONSUMER-CENTRIC SAAS MODEL
100
50
0
Marketpenetration%
Early Market Mainstream Market
useful affordableeasy safe& solutions
Plug
& Play
Security &
Surveillance
SaaS-
Subscriptions
Chasm
Storage in DE/EU

9. 3. FULL-STACK APPROACH
…
Software/Apps
Cloud
Fulfillment
Marketing
Hardware/Embedded
Compliance
eCommerceCRM
IoT Full-Stack
end-to-end controlled
Reach
Data
Data Analysis &
Advertising Platform
Partnerships
FreemiumSaaS
Subscriptions Direct sales
$
E- & Retail
$$
User-centric dedicated solutions across verticals
ElderlyHealth CareHome SensorsSurveillance
Business Model
+ Unit Economics CLTV High GM Low CAC

10. ACCELERATING GROWTH BY M&A
Strictly Confidential
Smartfrog‘s business model & full-stack approach
Canary‘s
Applying
Improved unit economics
Sales
+70%
Gross Margin
>100%
CLTV (CE)
+15%

11. THANK YOU

12. DISCLAIMER
This presentation has been prepared by Smartfrog Ltd. (“Smartfrog” or “Company”) for potential partnerships/investors, solely for informational
purposes.
The information contained herein has been prepared to assist prospective partners/investors in making their own evaluation of the Company and
does not purport to be all-inclusive or to contain all of the information a prospective or existing partner may desire. In all cases, interested parties
should conduct their own investigation and analysis of the Company and the data set forth in this information. Smartfrog makes no
representation or warranty as to the accuracy or completeness of this information and shall not have any liability for any representations
(expressed or implied) regarding information contained in, or for any omissions from, this information or any other written or oral
communications transmitted to the recipient in the course of its evaluation of the Company.
This Information includes certain statements and estimates provided by the Company with respect to the projected future performance of the
Company. Such statements, estimates and projections reflect various assumptions by management concerning possible anticipated results,
which assumptions may or may not be correct. No representations are made as to the accuracy of such statements, estimates or projections.
Prospective partners/investors will be expected to have conducted their own due diligence investigation regarding these and all other matters
pertinent to partnership/investors with the Company.
This presentation may contain statements that are not historical facts, referred to as “forward looking statements.” The Companies’ actual future
results may differ materially from those suggested by such statements, depending on various factors.
Strictly Confidential

13. CONTACT
Ireland:
Smartfrog Ltd.
Pembroke House
28-32 Pembroke Street Upper
Dublin
D02 EK84
Ireland
Germany / Austria:
Smartfrog Services GmbH
Mohrenstraße 34
10117 Berlin - Mitte
Germany
Switzerland:
Smartfrog (Inovotecs Technologies AG)
Ruessenstrasse 12
6340 Baar
Switzerland
www.smartfrog.com
USA:
Smartfrog c/o Canary Connect Inc.
Broadway 222
10038 New York
USA
China:
中国广东省深圳市福田区中心四路1-1号嘉里建
设广场3座13楼 Smartfrog
Smartfrog
Level 13, Tower 3, Kerry Plaza, No 1-1
Zhong Xin Si Road, Futian District
Shenzhen, Guangdong
P.R. China

14. 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