Soundtrckr

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Soundtrckr is a geosocial music app for smartphones and the web. Designed for the mobile environment, soundtrckr allows users to:

– Listen to millions of fully licensed songs for free.
– Create and broadcast stations and tune into the stations of friends in real time.
– Geo-tag their favorite songs to their favorite places.
– Discover new artists and meet new people.
– Chat with other users.
– Share content on Facebook and Twitter.

It's available for free in the iTunes App Store: http://itunes.com/apps/soundtrckr

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Soundtrckr

  1. 1. ! Privileged and Confidential Not for Re-distribution 1
  2. 2. Soundtrckr is geosocial music application for smartphone and the web. Users discover new music and meet new people based on where they are and what they are doing at the present moment. ! Privileged and Confidential Not for Re-distribution 2
  3. 3. Agenda - Trends in mobile and music market - The soundtrckr solution - Consumer offer, business model, company - Financials ! Privileged and Confidential Not for Re-distribution 3
  4. 4. Trends in mobile and music market ! Privileged and Confidential Not for Re-distribution 4
  5. 5. Consumers have gone mobile 30 million millennials subscribing to mobile social - Easy access networking sites by 2012. - Real-time connection with friends Mobile Social Networks Embraced by Millenials. Business Wire, May 28, 2008. - Integration of digital media with physical spaces ! Privileged and Confidential Not for Re-distribution 5
  6. 6. Music has gone mobile Smartphones and easy-to-access apps are fueling growth. 75% of the US population will have an MP3-capable phone by - Music is available on the go 2013, making mobile music a common behavior in the mainstream - Websites reproduced for the small screen U.S Music Forecast, 2008 to 2013. Forrester Research, December 30, 2008 ! Privileged and Confidential Not for Re-distribution 6
  7. 7. The soundtrckr solution ! Privileged and Confidential Not for Re-distribution 7
  8. 8. The soundtrckr solution soundtrckr allows users to broadcast and listen to millions of songs for free, chat with their friends, find other music fans in the neighborhood, and geo-tag song to places for other users to discover.   Designed for the mobile environment soundtrckr utilizes: - Smartphone functionality, geo-coding technology, and social network architecture - A simple, intuitive interface - Radio streams of song recommendations based on personal taste and geographic location Positioned at the intersection of: - Social networks - location-based services - Music, radio and audio (micro-broadcasting) Soundtrckrʼs core target markets: - Early-adopters, middle to upper-income smartphone users - Regular buyers of digital music; Users of location based services ! Privileged and Confidential Not for Re-distribution 8
  9. 9. core features The tools to create a soundtrack for our lives: - Listen to millions in fully-licensed songs for free - Create and Broadcast and tune into your friends stations in real time - Discover new artists - Chat with your friends - Find other music fans in your neighborhood - Geo-tag your favorite songs to your favorite places for other users to discover - Share content in real time with friends on facebook ! and twitter ! Privileged and Confidential Not for Re-distribution 9
  10. 10. geo-tags - Tag your favorite places with a perfect song or station - Discover new music your friends and neighbors are listening to, and where they are listening - Post geo-tags to social networks - Start conversations about the music and places that matter for you most - In addition a geosocial experience opens the door to targeted advertising. Users, content owners, sponsors, and partners, interact in innovative, localized ways ! Privileged and Confidential Not for Re-distribution 10
  11. 11. broadcast yourself - Turn broadcast ON and other users can tune into your stations - Build up your listeners on the web - Share your favorites content on twitter and facebook ! ! Privileged and Confidential Not for Re-distribution 11
  12. 12. discover more music you love Soundtrckr music recommendations are based on: - personal favorites - friends’ favorites - music tagged near your current location ! ! Privileged and Confidential Not for Re-distribution 12
  13. 13. Consumer offer, business model, company ! Privileged and Confidential Not for Re-distribution 13
  14. 14. Consumer offer Soundtrckr consumers connect the world they live in to the music they love. Free, basic ad-supported service (2009-2010): - User seeds stations based on favorite artists and songs stored in their mobile devices - Soundtrckr generates fully-licensed radio streams - Interactivity with friends over mobile and the web is enabled through own communication infrastructure, Facebook and Twitter Premium experience (2010): - Free service serves as a foundation to additional features and functionality - SDK release to developer community for creation of web and mobile applications - Subscription offering for more flexible and interactive social interactions and use of multimedia content Territories - US in 2009. Planning underway for releases in Europe and Latin America in 2010 and 2011 ! Privileged and Confidential Not for Re-distribution 14
  15. 15. Business model and content licensing Revenues: - A blend of application sales, music subscriptions, location based audio and visual advertising/sponsorship, and songs downloads Expenses: - Carefully managed across functions and content licensing Content: - Soundtrckr is committed to a fully licensed offering and fair compensation to content owners, publishers, and partners - Soundtrckr offer access to a MediaNet-powered music catalogues featuring millions of songs from major and independent labels. Content is delivered via radio-style streams - License Agreements with ASCAP, BMI, SESAC, Harry Fox, and Sound Exchange ! Privileged and Confidential Not for Re-distribution 15
  16. 16. Milestones August 2009 - Live functionality on the iPhone and the web - Key team roles filled across all disciplines September 2009 - Private alpha testing round (100 mobile users and 300 over the web) - Seed funding round from Romulus Capital - Webcasting and performance rights agreements (Sound Exchange, ASCAP, BMI, SESAC) October 2009 - Harry Fox Agency music publishing agreement - Best European start-up of the year 2nd prize at SMAU in Milano - Full Patent filed to USPTO November 2009 - White-label agreement with MediaNet - Trademark filed to USPTO December 2009 - Commercial availability of soundtrckr app on iPhone, the iPod Touch and the web - Review on Wired website ! Privileged and Confidential Not for Re-distribution 16
  17. 17. press   December  17,  2009;;  Wired  Website: January,  13  2010;;  Social  Media  Marketing: “...Location-­based  services  are  here  to   “Soundtrckr  is  Spot-­On,   stay.  And  the  increase  in  smart  phone   Like  a  Location-­Aware  Pandora” users  makes  the  popularity  of  geo-­aware   ! services  even  more  likely.” ! Privileged and Confidential Not for Re-distribution Privileged  and  Confidential  Not  for  Re-­distribution 17 9
  18. 18. Marketing and customer acquisition strategy Positioning: Connect the world you live in to the music you love - Creates differentiation around how, where and when music is enjoyed - Translates music into social currency that builds intimacy and loyalty Tactics: - Build public awareness and user base through social media, word of mouth, buzz marketing, and media outreach - Leverage existing soundtrckr users relationships with friends through social networking platforms integration - Strategic partnerships and collaboration with content owners and partners - Product based user marketing such as contest, rankings and rewards Customer acquisition strategy - 25% of new registered users projected to be acquired through direct marketing spend (vs word-of-mouth/viral/PR) - Avg. cost per new acquired user = $2.00 across a range of tactics (thus effective CPA = $0.50) - $2 CPA is reasonable vis-a-vis lifetime customer value (LCV) of a "free" (ad-supported) user, with subscription conversion at 2% - SEM 30% - Display ads (CPC) 20% - Display ads (CPM) 15% - Affiliate program (CPA) 15% - Mobile 20% ! Privileged and Confidential Not for Re-distribution 18
  19. 19. Mobile and web users - Mobile growth based on 10% of Pandora’s free mobile app penetration - Web growth rate based on competitive analysis (Pandora & Last.fm) - Unique web users and active mobile user projected to grow to 500k by end of 2010 and 1.25m by end of 2011 - Annual growth of 1.5X-2.3X over 2011-13 to 7M by EOY 2013 - Ratio of active users to registered users = 75% across horizon - Registered users projected to grow to 667k in 2010 and 1.7m in 2011 7,000,000 5,250,000 3,500,000 1,750,000 0 2010 2011 Unique web visitors Active mobile users 2012 2013 ! Privileged and Confidential Not for Re-distribution 19
  20. 20. Subscribers 500,000 375,000 250,000 125,000 2010 2011 0 2012 2013 - Based on 4% conversion rate of unique visitors, with 15-20% churn - monthly basis - Subscribers growth rate based on competitive analysis (Rhapsody and Napster) ! Privileged and Confidential Not for Re-distribution 20
  21. 21. Financials ! Privileged and Confidential Not for Re-distribution 21
  22. 22. five years financials $150,000,000 $125,000,000 $100,000,000 $75,000,000 $50,000,000 $25,000,000 $0 2009 -$25,000,000 2010 2011 2012 2013 Total Revenue Expense EBIDTA Free Cash Flow ! Privileged and Confidential Not for Re-distribution 22
  23. 23. thank you Daniele Calabrese CEO and Founder soundtrckr daniele@soundtrckr.com +1 (202) 460-2183 ! Privileged and Confidential Not for Re-distribution 23

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