LafLife is the world's first web app powered by your sense of humor.

1. The world’s first web app
powered by your sense of humor.

2. WHY
OH GOD WHY IS
A SENSE OF HUMOR
SO IMPORTANT?

3. MARKET OVERVIEW
Sense of humor is the heart and soul of a revolution in personalization that
drives massive, rapidly growing markets.
Social Networking
and Personalization
$100+BILLION
Facebook showed the power of
recommendations by friends. Pandora used
an algorithm to make even better personal
recommendations for music. Laflife’s
algorithm makes better recommendations
for content and people who really click with
your sense of humor.
Media and Advertising
$82+ BILLION
Appealing to a consumer’s sense of humor
is the holy grail of advertising. The most
important studies in the field have
confirmed the power of successful humor
in advertising. A big problem: no one is
ever sure why something works. Laflife
understands how to put a smile on your
face and what put it there.
On-line Dating
$2+BILLION
Multiple polls of top on-line dating
communities show that sense of humor
is one of the very top “must haves” in
any relationship.
On-line Recruiting
$14+ BILLION
Millions of job postings—more than ever
before—now state “SENSE OF HUMOR
REQUIRED”. No product or service has
ever been available to address this
growing concern.

4. What do you find most attractive
about the opposite sex?

5. Women say:
Sense of humor 24%
Physical appearance: 21%
Intelligence: 16%
Integrity: 16%
Confidence: 15%
Professional success: 3%
Domestic skills: <5%
Financial success: negligible

6. Men say:
Physical appearance: 33%
Sense of humor 19%
Intelligence: 16%
Confidence: 12%
Integrity: 12%
Professional success: <3%
Domestic skills: 5%
Financial success: negligible
People Media, eHarmony, J-date, Christian Mingle

7. (If you are equal on relevance and information)
funny always wins.
*http://www.acemetrix.com/spotlights/insights
The results.
Sense of humor wins again.
What kind of Ads are most effective?
In 2012 the biggest study ever
of nationwide advertising asked,

9. *Robert Half International
84%
employers feel
that people who
use their
sense of humor
do a better job.
91%
executives believe
a sense of humor
is important
for career
advancement.

10. Introducing the world’s first web app
powered by your sense of humor

11. Laflife Optimizes Discovery and Personalization
____________________________________________________________________________________________________________________________
_________
A breakthrough algorithm
The “Intel Inside” for who and
what clicks with your sense of humor.
Patent pending.
A robust platform
Dating, HR, Content Recommendation
and a host of apps powered
by the same secret sauce.
A daily habit – sharing your sense of humor
An inspiring user experience.
A solid, defensible business model.
No one else can do what we do.
1
2
3

12. LAFLIFE PROFILES
Automatically compiled
infographics about your
personal sense of humor.
Every user on the site gets
a Humor Compatibility
Score and Analysis.
LafGroups for friends and
businesses: with two or
more people get their own
daily humor feed to share.
1
2
3

13. CONTENT RECOMMENDATION
Machine Learning
The more you rate, the
better it gets.
Every click gets a unique
reward.
1
2
3

14. TRACTION THROUGH MARKETING PARTNERSHIPS
Send us your customers
Turn your customer database…
…into a segmented,
psychographic database
1
2
3

15. With Laflife,
marketers get
impressive
psychographics and
a sense of humor.
Suddenly their
customers are real.
- Pamela Raley
Former head of online ad sales
Disney, Hearst, Newsweek
“
”

16. Revenue Sources and Goals
Laflife.com Laf Saas
 LafDate (2% of users pay $5.00/mo.)
 LafAds (4 ads per visit, $1.50 cpm)
 SendaLaf (2% of users pay $1.00 per)
 Start as Subscription
 Year 2+ Move to Transaction Based
 Recruiting, Dating, Media
Laflife.com
SaaS
Total
$0
$10,000,000
$20,000,000
$30,000,000
$40,000,000
$50,000,000
$60,000,000
$70,000,000
$80,000,000
$90,000,000
Year 1
Year 2
Year 3
Year 4

17. Y1 Y2 Y3 Y4
Laflife.com (B2C)
monthly uniques 250,000 2,000,000 4,000,000 10,000,000
LafDate $300,000 $2,400,000 $4,800,000 $12,000,000
Laf Ads $144,000 $1,393,920 $3,373,286 $10,204,191
Send-a-Laf $60,000 $480,000 $960,000 $2,400,000
Total B2C $504,000 $4,273,920 $9,133,286 $24,604,191
B2B SAAS
Dating $19,800 $59,400 $990,000 $1,980,000
HR $106,800 $3,738,000 $16,020,000 $37,380,000
Media $48,000 $480,000 $4,800,000 $16,800,000
Ad Network Services
Total B2B $174,600 $4,277,400 $21,810,000 $56,160,000
Revenue $678,600 $8,551,320 $30,943,286 $80,764,191
Cost of Sales $284,920 $2,355,480 $6,362,000 $13,732,000
Gross Profit $393,680 $6,195,840 $24,581,286 $67,032,191
Gross Margin 58% 72% 79% 83%
OPEX $978,000 $3,562,900 $11,363,000 $33,363,000
Operating Profit $(584,320) $2,632,940 $13,218,286 $33,669,191
Taxes, Interest $2,000 $1,154,544 $5,796,219 $14,763,940
Net Income $(586,320) $1,478,396 $7,422,068 $18,905,251
Laflife.com 74% 50% 30% 30%
B2B Saas 26% 50% 70% 70%
ARPU (Laflife.com) $2.02 $2.14 $2.28 $2.46

18. FOUNDER
_________________________________________________________________________________________________________________________________________________
________________
Bennett Johnston – CEO, investor, inventor,
seasoned business development leader for
multiple startups. Designed the algorithms for
self discovery, content recommendation and
sense of humor compatibility.
John McConnico - Designer, UI and UX with a
who’s who client list including: Apple, Adobe,
Cisco, EBay, HP, Intuit, NBC, Sony, Microsoft,
Stanford University, Sun Microsystems, USPS,
General Motors.
Jared White - Full Stack Software Developer
who really knows how to build and scale
heavy-duty database-driven applications.

19. Ruben Kleiman – Algorithm
• Netflix Algorithm Scientist, Sr. Engineer
• Architect of Movie Matching Algorithm
• Apple, Principal Scientist
• SGI, Architect first VOD system
Kourosh Karimkhany – Content, Ads, Operations
• Wired.com - General Manager
• Conde Nast Digital – acquired Reddit
• Hipmunk, Yahoo, TPM, SAY Media, Gawker
ADVISORS
______________________________________________________________________________________________________________________________________

20. At Laflife, our mission is to help you find your
sense of humor whenever you need it.
Discover yours at
www.LafLife.com

21. Appendix
_______________________________________________________________________________________________________________________________
More Info

22. Company Type Acquirer Price Invested
Monthly
uniques
(at sale)
Notes
OkCupid
Online Dating
–ad supported
IAC $50M
$38/user
$5M 1.3M Notable
Algorithm
Tinder
Online Dating –
no revenue
IAC
$100+/user
$100+M
For 10%
fast
growth
Major Innovation,
really different
Hunch
Consumer Profiles EBay $80M
$66+/user
$20M 1.2M Notable Algorithm
StumbleUpon
Content
Recommendation
EBay $75M
$53/user
$1.5M 1.4M Content
Recommendations
HowStuffWorks
Content Discovery $250M
$64/user
3.9M Content fit
TRANSACTIONS
Laflife projects 10M users in 4 years, discount 5X =
2M users in 4 years
$35/user = $70M

23. Sense of Humor as a Service - 1
__________________________________________________________________________________________________
__________
HR - Recruiting
GOLD SILVER BRONZE Conversion Monthly Annual
Potential 1,000 5,000 14,000 20,000
year 1 0.1 0.5 1.4 0.0% $8,900 $106,800
year 2 3.5 17.5 49 0.4% $311,500 $3,738,000
year 3 15 75 210 1.5% $1,335,000 $16,020,000
year 4 35 175 490 3.5% $3,115,000 $37,380,000
Dating
GOLD SILVER BRONZE Conversion Monthly Annual
Potential 10 90 500 600
year 1 0.01 0.09 1 0.1% $1,650 $19,800
year 2 0.03 0.27 2 0.3% $4,950 $59,400
year 3 1 5 25 5.0% $82,500 $990,000
year 4 1 9 50 10.0% $165,000 $1,980,000
Media
GOLD SILVER BRONZE Conversion Monthly Annual
Potential 600 2000 5000 8,000
year 1 0 0 1 0.0% $4,000 $48,000
year 2 1 2 5 0.1% $40,000 $480,000
year 3 6 20 50 1.0% $400,000 $4,800,000
year 4 21 70 175 3.5% $1,400,000 $16,800,000

24. Sense of Humor as a Service - 2
_________________________________________________________________________________________________________
___
GOLD SILVER BRONZE
Mo. Transactions* 250,000 100,000 5,000
Cost/mo. $20,000 $10,000 $1,000
Cost per $0.08 $0.15 $0.20
Total/mo.
GOLD SILVER BRONZE TOTAL MO.
year 1 $4,250 $7,900 $2,400 $14,550
year 2 $103,250 $197,700 $55,500 $356,450
year 3 $537,500 $995,000 $285,000 $1,817,500
year 4 $1,425,000 $2,540,000 $715,000 $4,680,000
Annual
GOLD SILVER BRONZE TOTAL
year 1 $51,000 $94,800 $28,800 $174,600
year 2 $1,239,000 $2,372,400 $666,000 $4,277,400
year 3 $6,450,000 $11,940,000 $3,420,000 $21,810,000
year 4 $17,100,000 $30,480,000 $8,580,000 $56,160,000

25. Value for
Users
Social
Networks
Humor
Sites
Dating
Sites
Compatibility
Easy, fun,
compelling
Well, sort of No
Loooooooong
questionnaires
Explore new
connections
Shared laughs Well, sort of No ?
Get a date Yes
facebook
apps
No Yes
Personalized
content
Attuned to what
makes you laugh.
“follow” No No
Laflife connects you to who and what
clicks with your sense of humor.