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Media for Equity –
A Scaling Option for Start-ups.
Startup Stage, October 10th, 16h40
Sebastian Erasmus, Managing Director...
Media for Equity – A Scaling Option
for Start-ups
Sebastian Erasmus
Leverate Media GmbH

Managing Director & Co-Founder
Co...
What is Media for Equity (M4E)?
Media Owners
Media

M4E Provider
Media

Equity

Company
Media for Equity – Born in Sweden,
Raised in Germany
Media for Equity Providers
SevenVentures GmbH (Germany)

© 2013 Leverate Media GmbH
Media for Equity Providers
German Media Pool VC GmbH (Germany)

© 2013 Leverate Media GmbH
Media for Equity Providers
Aggregate AB (Sweden)

© 2013 Leverate Media GmbH
Media for Equity – Focusing Needs
Media Owners, Start-ups and Venture Capital Firms

Growth!?

StartUps

Media
Owners

Ven...
Media Owners
Advertisers shift budgets to emerging markets – the importance of
alternative and flexible media monetization...
Start-Ups
Availability of venture capital in Germany is low – but start-ups need
remarkable media budgets to scale their b...
Venture Capital Firms
Lack of media industry expertise open up opportunities to scale
start-ups with media for equity deal...
M4E – Don’t waste your equity! Choose the
right approach!.

RESULTS

ACTIVITIES

1

Media Pre-Advisory
(Start-Ups)

2

Alt...
Media for Equity –
A Scaling Option for Start-ups.

Sebastian Erasmus, Leverate Media GmbH, serasmus@leverate.de
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IDCEE 2013: Media for equity: a scaling option for start-ups - Sebastian Erasmus (MD & Co-Founder @ Leverate Media GmbH)

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Before Leverate Media GmbH, Sebastian Erasmus worked for United Internet Media AG (UIM), Germany’s Internet portal giant #1, in Munich and Karlsruhe. As a Management Consultant and Business Developer, Sebastian managed the company’s M&A and Joint Venture projects, implemented and developed the mobile monetization strategy for two of the most popular apps in Germany (WEB.DE/GMX), optimized and innovated major annual contracts with the firm’s top media agencies and was in charge of numerous projects of the CEO and management board.

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IDCEE 2013: Media for equity: a scaling option for start-ups - Sebastian Erasmus (MD & Co-Founder @ Leverate Media GmbH)

  1. 1. Media for Equity – A Scaling Option for Start-ups. Startup Stage, October 10th, 16h40 Sebastian Erasmus, Managing Director & Co-Founder, Leverate Media GmbH
  2. 2. Media for Equity – A Scaling Option for Start-ups Sebastian Erasmus Leverate Media GmbH Managing Director & Co-Founder Contact Schivelbeiner Str. 40 D-10439 Berlin serasmus@leverate.de +49 175 7801128
  3. 3. What is Media for Equity (M4E)? Media Owners Media M4E Provider Media Equity Company
  4. 4. Media for Equity – Born in Sweden, Raised in Germany
  5. 5. Media for Equity Providers SevenVentures GmbH (Germany) © 2013 Leverate Media GmbH
  6. 6. Media for Equity Providers German Media Pool VC GmbH (Germany) © 2013 Leverate Media GmbH
  7. 7. Media for Equity Providers Aggregate AB (Sweden) © 2013 Leverate Media GmbH
  8. 8. Media for Equity – Focusing Needs Media Owners, Start-ups and Venture Capital Firms Growth!? StartUps Media Owners Venture Capital Funds Big Shots!? Media Asset Monetization!?
  9. 9. Media Owners Advertisers shift budgets to emerging markets – the importance of alternative and flexible media monetization will increase even further. Current Situation  Huge amounts of “unsold” media inventory – competition is getting even harder  Media budget shifts into new media channels & emerging markets  Increasing dependency on agencies and major customers Media for Equity Flexible Equity deals as alternative monetization opportunities Capitalization of media within 6-24 months Flexible solutions for most current needs Target Situation  Flexible monetization channel for media owners  Absolute capitalization opportunity for “unused” media  Decreasing dependencies on single sales channels and media agencies – acquisition of new customer for media owners and agencies
  10. 10. Start-Ups Availability of venture capital in Germany is low – but start-ups need remarkable media budgets to scale their business models to the next step of growth. Current Situation  Start-ups (Series A & B) are looking for capital to scale their businesses  Venture Capital firms are shy on scaling budgets for start-ups  Start-ups need capital to improve their infrastructure and scale their business with media at the same time Media for Equity Provides powerful cross media campaigns for high-potential start-ups Manages, consults and optimizes each campaign Offers flexible Media for Equity deals individually applied on the needs of each target Target Situation  Reach as key driver for absolute success for online start-ups  Flexible amounts of scaling media have to be available for high-potential start-ups  Absolutely optimized media campaigns, continuously tracked and managed in return for start-up equity
  11. 11. Venture Capital Firms Lack of media industry expertise open up opportunities to scale start-ups with media for equity deals. Current Situation  VCs do not want to invest in big marketing campaigns to scale start-ups  Bad experiences with poor results of marketing campaigns made VCs more carefully  Start-ups face problems to receive significant scaling budgets Media for Equity Creating sustainable value for all parties involved Minimizing the risk of media inefficiency “Call option” for VCs to acquire Leverate’s shares of the coinvested start-up within 4 months after start of media delivery Target Situation  Absolute leverage and acceleration of financial investments  Flexible scaling options for VCs to boost growth of portfolio start-ups  Regular and frequent KPI reports
  12. 12. M4E – Don’t waste your equity! Choose the right approach!. RESULTS ACTIVITIES 1 Media Pre-Advisory (Start-Ups) 2 Alternative Media Deal 3 Delivery MEDIA PRE-ADVISORY: Strategy Workshop Health Checks Personal Advisory DEALING: Media Selection Due Diligence Tax & Legal Solutions Contracting Media Reservation MEDIA OPERATIONS: Media Planning Media Buying & Execution Campaign Management Media Tracking, Reporting & Optimization  Media Strategy Workshop  Media Strategy Workshop Documentation Documentation  Health Check Assessments &  Health Check Assessments & Documentations incl. As-Is Documentations incl. As-Is Situation, To-Be State Situation, To-Be State  Health Check Gap Reports  Health Check Gap Reports incl. Action Plan incl. Action Plan  Pre-Advisory Presentation  Pre-Advisory Presentation  1:1 Advisory  1:1 Advisory  Media Selection Assessment  Media Selection Assessment and Proposal and Proposal  Due Diligence Report and  Due Diligence Report and Documentation Documentation  Tax & Legal Reports and  Tax & Legal Reports and Documentation Documentation  Contract Proposal  Contract Proposal  Media Arrangement and  Media Arrangement and Reservation Reservation  Holistic and detailed Media Plan  Holistic and detailed Media Plan (all media types) (all media types)  Execution of Media Plan incl. Media Buying,  Execution of Media Plan incl. Media Buying, (Technical) Campaign Set-Up and Go-Live (Technical) Campaign Set-Up and Go-Live  Media Efficiency & Sales Performance Analysis  Media Efficiency & Sales Performance Analysis © 2013 Leverate Media GmbH  Campaign Summary incl. Recommendations,  Campaign Summary incl. Recommendations, Actions Points and Optimization Execution Actions Points and Optimization Execution  Legal and Tax Duties Report & Documentation  Legal and Tax Duties Report & Documentation
  13. 13. Media for Equity – A Scaling Option for Start-ups. Sebastian Erasmus, Leverate Media GmbH, serasmus@leverate.de

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