B2B & Software - Company Presentation by Chris Farinacci, Head of Business at Asana at the Axel Springer NOAH Conference 2018 in Berlin, Tempodrom 6-7 June 2018.

1. The Work Management Business Imperative
Chris Farinacci, COO - June 7, 2018

2. Three Conferences, One Mission: Empower the European Digital Ecosystem
To provide a physical marketplace
that facilitates funding of
digital European companies
at all stages
Mission MissionMission
To promote Israel - European
relationships and enable funding
To bring together future-shaping
executives and investors active
across segments driven
by digital revolution
Connecting
Capital with
Entrepreneurs
Connecting European
Champions
and Challengers
Connecting Israel’s Startups
with Large Corporates
and Investors
30-31 October 2018
Old Billingsgate, London
13-14 June 2019
STATION Berlin
9-10 April 2019
Haoman 17, Tel Aviv

3. Series A $10M (2010) Series B - $28M (2012)
Investors
Dustin & JR build FB
Tasks, leave FB to
found Asana
Launched
in April 2012
Series C - $50M (2016)
Sam Altman
Asana Overview
35,000+
Paying Customers
Culture
Built to Last
Asana's mission is to help humanity thrive by enabling all teams to work together effortlessly
2
Series D - $75M (2018)
Millions of team
members in 192
countries
Work Management
leader, 80%+ growth

4. Teams spend more time on “work about work” than doing work
Actual
work (39%)
Coordination
of work (61%)
Time spent
at work
Source: McKinsey Global Institute

5. Collaboration is growing while productivity lags
Collaboration
Productivity
# of messages
% growth
1990s
Email
2000s
Mobile
2010s
Messaging
Source: Bain Research

6. Why collaboration is growing while productivity lags
1990s
Email
2000s
Mobile
2010s
Messaging
Unclear
Plan
Purpose
Responsibility
Source: Bain Research

7. Coordination is the missing link in collaboration
unstructured
work
structured
work
Coordination
Plan
Purpose
Responsibility
Content Files Communication Messaging
? ?

8. Spreadsheets don’t scale
unstructured
work
structured
work
Coordination
Content Files Communication Messaging

9. Traditional project management tools are not adopted
unstructured
work
structured
work
Coordination
Content Files Communication Messaging

10. unstructured
work
structured
work
Content Files Communication Messaging
Coordination Work Management
Work Management is purpose built for team coordination
plan, track and manage projects and processes across teams & organizations

11. Project and process clarity & accountability across departments
Marketing
Campaigns, events, design requests
HR
Onboarding, recruiting
Operations & Finance
Implementations, process automation
Product
Launches, product roadmap, bug tracking
IT
IT requests, IT projects
Cross-company
Goals/OKRs, work requests, agendas, meetings

12. Wrike
Workfront
MS Project
JIRA
Smartsheet
The Asana difference: loved and adopted by team members
4.3 / 5 (2787)
4.1 / 5 (530)
4.0 / 5 (328)
4.0 / 5 (1207)
4.1 / 5 (2091)
Excellent
Excellent
Excellent
Good
Good
1800 Ratings
27 Ratings
No ratings
237 Ratings
4.5 / 5 3343
4 / 5 849
4 / 5 527
–
4.0 / 5 2202
4.1 / 5 (763) Good 8300 Ratings 4.5 / 5 453
11 Ratings
4.7 / 5
4.8 / 5
1.9 / 5
4.2 / 5
4.8 / 5

13. Teams are 45% more efficient with Asana
Source: aggregated results from a survey of 3,000 Asana customers
Productivity
Before Asana
45% more productive

14. Loved by productive teams across all functions and industries
Organization-wide coordination &
planning
Global sales & marketing teamsC-Suite planning & coordinationUses Asana to manage their
breweries brands globally
UX designers manage content
production in Asana
IT team manages streaming of
English Premier League to
millions worldwide
Cut new city launch time by 75% Host growth teams

16. Digital transformation is core to the
company’s next hundred years.
– Max Viessman, CEO

17. Got clarity?

18. 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 8th 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
December 2014
September 2014
October 2014
May 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
Sale of controlling stake in
to
Exclusive Financial Advisor to
Facile.it and its Shareholders
sold 100% of
for $228m to a joint venture between
Exclusive Financial Advisor to Yad2
and its Shareholders
Unique Industry Know-How
Unmatched Network and Relationships
Strong Investment Banking Competence
Full Commitment - We Are Entrepreneurs!
EUROPE’S LEADING INTERNET
CORPORATE FINANCE BOUTIQUE
September 2016October 2016
December 2016
Financial Advisor to Oakley Capital
®
Marco Rodzynek
Managing Director & Founder
marco.rodzynek@noah-advisors.com
Jan Brandes
Managing Director
jan.brandes@noah-advisors.com
The NOAH Advisors Core Banking Team
Acquisition of a Majority Stake in
by
from
at a valuation of €300m
Investment in
Exclusive Financial Advisor to KäuferPortal
and its Shareholders
by
84% Ownership
Financial Advisor to Silver Lake
Investment in
by
August 2017
Financial Advisor to EMK Capital
Acquisition of a Majority Stake in
by
at a valuation of $200m
Aleksander Skwarczek
Analyst
aleksander.skwarczek@noah-advisors.com
Nikhil Parmar
Director
nikhil.parmar@noah-advisors.com