APImetrics provides a web-based system for monitoring and measuring API performance. It has launched a beta product and generated monthly revenue from an enterprise client. The company is seeking $2 million in funding to accelerate growth and solidify its leading position in API performance monitoring. It aims to expand its user base and offerings to become the dominant third-party service for API monitoring.

1. Investor Introduction
David O‟Neill | david@apimetrics.io | +1 206 9721140.
© 2013 APImetrics, Inc. All Rights Reserved. Confidential.
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www.apimetrics.io

2. Summary
APIs are an integral part of every web service & mobile app
• APImetrics provides a complete web based system for
monitoring and measuring API performance, allowing
developers and enterprises to tailor their apps and products
accordingly
• Self funded beta product launched September 2013 providing
public testing of 50 common APIs
• Lead enterprise client closed and generating monthly revenue
• We are seeking $2M in funding to accelerate our growth and
lock in our leading position
© 2013 APImetrics, Inc. All Rights Reserved. Confidential.
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www.apimetrics.io

3. APIs are a major driver of growth…
. . . and demand for APIs has created opportunities for new ventures and
investors in API management, but not in monitoring
• Apigee: Launched 2009 - $35M F Round August 2013
• Mashery: Launched 2007 - Acquired by Intel: April 2013 $180 million
• Layer 7: Launched 2002 – Acquired by CA: May 2013 $155 million
© 2013 APImetrics, Inc. All Rights Reserved. Confidential.
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www.apimetrics.io

4. API Performance is highly variable
• Slow responding APIs impact user
experience
• Apps get blamed for 3rd party
performance issues
• APIs run with persistent error rates
• No complete third-party functional API
testing available
• API ping tests or one-off tests don‟t
provide necessary coverage or deliver
trend data and can‟t handle multi-part
API calls
APImetrics is a complete end-to-end third-party service for API
performance monitoring and alerts
© 2013 APImetrics, Inc. All Rights Reserved. Confidential.
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www.apimetrics.io

5. Our Solution
Developers
APImetrics Cloud Service
Free product
Crowd
sourcing of
APIs
Test Editor
-
Premium
service
Own user
accounts
Custom Reports
Test Manager
API Providers
-
Public and
private
performance
dashboards
GUI API Wizard
© 2013 APImetrics, Inc. All Rights Reserved. Confidential.
Custom Skins
Enterprises
Web Interface
-
APImetrics Front End
Scheduling
Engine
Auth Manager
Reporting Tool
Cloud Datastore
Test Scheduler
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www.apimetrics.io

6. How we make money
Free / Community
• Free service for
developers and
others
• Access to historical
public data
• Option to create
tests to share with
the community
Monthly Fees
Monthly recurring
revenues at 3 years
© 2013 APImetrics, Inc. All Rights Reserved. Confidential.
SaaS / Premium
Users
Enterprise
• Private tests with
results and stats
• Configuration tools
to allow for private
API access
• Limits on API
numbers and
frequency of calls
• UI customization
and user account
controls
• Private and public
reporting APIs
• Maximum possible
API calls and
frequency of calls
$25
$250
$300,000
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$2,500 and up
$1,300,000
www.apimetrics.io

7. How we see our market share
Users
Assumptions
Sign Up Rate for free from marketing reach
Conversion Rate to premium
Non Renewal Rate Assumption per year
1.3%
3%
20%
Target Market After 3 Years
Total Community Users
Tier 1 Users
Tier 2 Users
Enterprise Users
© 2013 APImetrics, Inc. All Rights Reserved. Confidential.
128,000
3,800
114
406
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www.apimetrics.io

8. Competitor Analysis –
How we measure up
Competitors
API Management
o Apigee
o Mashery (Intel)
o Layer 7 (CA)
API Test Services
o Runscope
o TheRightAPI
Limitations
o “Foxes guarding the
hen house”
o Need for
independent API
montoring
o Potential partner
channel
o No test scheduling
o Not designed for
feedback and external
reporting
o Easy to differentiate
services
o Set up for DNS and
ping tests
o New Relic
o Comscore
o Not geared up for
o Pingdom
o AppDynamics
actual througput API
o Nimsoft (CA)
calls
Web and App Monitoring
© 2013 APImetrics, Inc. All Rights Reserved. Confidential.
Potential Upside
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o Potential sales
channel or target
for acquisition
www.apimetrics.io

9. Reaching clients –
Sales and Marketing Strategy
Web Focus / SaaS
o Current Activity
o SaaS free trial
o Public data tweeted
and spread through
viral reports
o This quarter
o Tech and developerfocused media
o Test tool used for auto
prospecting
Channels
o API enablers:
o
o Layer7*
Mashery*
o Web/App monitoring:
o New
o Geckoboard
o RightScale
Relic*
o BaaS Providers:
o Currently reaching out
Enterprise
o API Consulting
Services
o Inside Radius*
o Enterprise Sales
o Current Clients
o AT&T
o Wide range of
prospects
o Tool configured for
automatic prospecting
Ongoing engagement
o Website with public results drives developer enagement
o API Wizard and tests community expands public coverage and value
© 2013 APImetrics, Inc. All Rights Reserved. Confidential.
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www.apimetrics.io

10. Huge range of potential clients across
many industries…
© 2013 APImetrics, Inc. All Rights Reserved. Confidential.
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www.apimetrics.io

11. Investment required to grow and
maintain dominance
Planned Roadmap
Q3 2013
Defending Our Market Position
• Trend graphing and improved
reporting
• Results export available via an API
Q4 2013
• Plug In Reporting for New Relic
and Geckoboard
• „Chained‟ multi-part API tests
H1 2014
• Feedback API for reporting API
issues back into apps and services
© 2013 APImetrics, Inc. All Rights Reserved. Confidential.
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1. Public API performance data
drives users back to service
2. Community generates traffic
and user generated API tests
3. External reporting drives
premium adoption as a
trusted reporting service
4. Feedback API locks users
into APImetrics as an
essential part of any app
www.apimetrics.io

12. Team
David O‟Neill –
CEO
Nick Denny Engineering
• Startup veteran
including AYG‟s
Wireless Internet Lab
sold to Argogroup,
then to Mercury
Interactive
• Founder of Viafo,
providing API tools
• Sales and Business
development expert
delivering $10m+
solution deals globally
• Cross-platform software • Ex-Vodafone executive
specialist in mobile client
with a strong background
software and backend
in sales and marketing
server solutions
• Deep agency based
• API expert with extensive
marketing experience
experience working on
• Developer marketing
and talking about oAuth
specialist working with a
standards and systems
range of blue-chip clients
and API integration
on developer
engagement
© 2013 APImetrics, Inc. All Rights Reserved. Confidential.
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Richard Hurring –
Co-Founder
www.apimetrics.io

13. Financials
Year 1
Headcount
Year 2
Year 3
Year 4
Year 5
22
29
31
35
37
# Web Users
7,257
56,869
127,222
219,909
349,432
# Paid Users
7
3,642
8,262
14,282
22,696
116
298
520
845
1,149
$1,574,150
$7,630,300
$17,053,000
$28,103,000
$42,930,900
$2,715
$28,516
$93,794
$160,928
$266,004
$2,637,829
$4,367,737
$5,456,954
$6,870,461
$8,014,794
Profit/Loss
($1,066,394)
$3,234,047
$11,502,252
$21,071,611
$34,650,102
Cashflow
($1,634,894)
$2,143,147
$10,124,402
$19,280,211
$32,452,352
Peak Cashflow
($1,800,596)
# Enterprise Users
Revenues
Cost of Goods
Costs
© 2013 APImetrics, Inc. All Rights Reserved. Confidential.
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www.apimetrics.io

14. Recap
•
•
•
•
•
Cloud based performance measurement for APIs
V1 product complete and in market
Lead enterprise client signed
Trials with blue chip enterprise clients underway
Seeking $2m in Series A Funding to expand and grow
© 2013 APImetrics, Inc. All Rights Reserved. Confidential.
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www.apimetrics.io

15. David O‟Neill | +1 206 972 1140 | david@apimetrics.com
QUESTIONS
© 2013 APImetrics, Inc. All Rights Reserved. Confidential.
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www.apimetrics.io