DentBetty is an online marketplace that allows consumers to get estimates for cosmetic car repairs by uploading photos. Consumers can receive up to 7 competing estimates by email and select an appointment with a shop. This saves consumers time and money by eliminating driving from shop to shop for estimates. The document outlines DentBetty's business model, market opportunity in the $3-5 billion cosmetic car repair industry, product roadmap, and management team.

1.  ii

2.  Why do you have to drive all over
town just to get three estimates to
fix your stupid dent?

3. “Jeepers! You want how
much just to fix my
dinged door?”

4. In the year 2011
why on Earth wouldn’t
you use the Internet
to help you shop for
car repair?
Save TIME and MONEY with

5. With DentBetty, simply:
1. Upload a couple of photos of your car’s
cosmetic damage.
2. Receive up to 7 competing estimates by
email.
3. Select an estimate and schedule an
appointment – from the comfort of your
own home!

6. World’s #1 Virtual Hub
for Cosmetic Repair Estimates
By Photo
“Internet Photo Estimates”
“Car Botox”
“Bodywork Bidding Marketplace”
“It’s Telemedicine - for your car!”
“Our mission: De-dent and delight!”
“Love Your Ride”
DentBetty: The Online Leader in Car Cosmetics

7. I ncredible Convenience
Best Prices
Top Quality Service

8. Easy Lead Generation
Blazing Fast Estimates
Higher Customer
Satisfaction
Cost Effective Way to
Embrace the Internet

9. More Customers!

10. Neutral, Fair Marketplace
ompetition limited to 7 bids max (only 3 nearby)
C
re-Screened leads, inappropriate photo filters, spam
P
filtering, volume processing
Leverage state of the art technologies across
participants
Marketing leadership. “Got Milk” for cosmetic repairs
nline reputation repository & independent audit
O
The Internet is here today – Consumers are demanding this convenience.
DentBetty is a profitable way for shops to embrace progress.

11.  Total Collision Repair: $36 billion
 Paint and Body: $10 billion
 Cosmetic Repairs Only (out of pocket): $3-5 billion
 Fragmented: --40,000 total shops
 --85% family owned
--75% do < $1 million revenue
--Largest chain (Maaco) = 500 stores
 127 physical estimates/month/avg shop
 30 minutes to make a physical estimate
 Average ticket is $2,000
 240 million cars; average age = 9 years

13.  $500/year subscription fee
 * 10,000 shops
 = $5M/year
 (Point of reference: #3 Estimation software
vendor CCC charges $500/month)

14. Transaction Fees $10 - $50/win
Bettynet $50k/month
Sponsorships
WWW On scale
Sponsorships
FBRS $7.95
E-Commerce Various
Product A $1,995 each
Product B $89 each

15.  Average Repair Cost: Assume $1,000 on DB
 Value of a Lead:
$1,000 @ 5%=> $50
+ $10 Estimated NPV of additional revenue
 => $60/user implied economic opportunity

16. Medium Acquisition cost/customer
Partnerships (insurance $0
companies, car washes,
automobile associations,
fleets, etc.)
Search engines Not yet implemented
SWAK campaigns $100 and declining
Traditional Media (radio, Not yet implemented
print, TV)
Word of mouth, Press $0

17.  2011/2012 - - Phase 1: “EMBRACE”
 Refine & iterate launch services
 Build out channel to thousands of shops
 Grow consumer brand recognition
 Establish ongoing channel partnerships
 Modest revenue
 Angel cash burn: $2M over 18 months
 2012/2013 - - Phase 2: “EXTEND”
 Bolt-on products and services
 Multiply throughput
 Network effect => Geometric revenue growth
 Breakeven operating basis possible: June 2013
 VC Series A: scale up profitably

19. "DentBetty is easily something we could see becoming
very popular among car owners." (9/30/10)

20. 2008
 Inception
 1st investor
 Prototype
 Build 2009
 Launch: SF and Boston
 99 shops in the network
 Over 300 repair 2010
estimates
• V2 live in 4 major markets
 Closed seed round (Boston, SF, LA, NYC)
($500K@$2.5M pre)
• 133 shops
• 888 repair estimates
• 2 partners interested
• Premium version launched
• Modest revenue

21. RAMP UP
2011 Development Goals 2011 Market Milestones
 Brand scrub  BettyNet 1000: 50+
 Complete v3 & polish shops in 20 major
markets
 Transaction ledgers
 500 Referrers (25 in
 E-Commerce
each market)
 Sponsor module
 72 Sponsors
 SudsNet
 60 Car washes
 FBRS
 20 B&E campaigns
 Mobile
 Radio trials
 Prototype A or B
 2 Partners signed

22.  Up to $2M raise at $5M pre-money valuation
 Use: Grow headcount to 10 FTE
Roll-out Network and Profit Engine
Complete requirements for Series A
 5 Year Path to 10x ROI:
 10,000 shops @ $2,000 per shop per year = $20M recurring
 revenue; rapid growth rate & high margin
 3x multiple on Revenue = $60M
 Comparable: RepairPal post $4M Series A = $70M (11/10)
 Upside: Bolt-on revenue & 2nd category
 Exit Strategy
 Use cash flow to buyback stock, or sell to…

23.  Andrew Mann, Founder and CEO
 Alec Murray, President and COO
 Noel Vaughn, Lead Developer
Jim Jordan, VP Business Development
Paul Cicerone, VP Sales
 Thomas Christenson, Brand Evangelist
 Amy Lee, TAB & Oversight
 Kelly Wilson, TAB & Oversight
 Grant Erickson, Nuovations, Board
 David Goldenberg, VLP, Counsel
 Patricia Yee, Hall & Yee, Accounting

24. Mann: Seasoned Entrepreneur. Prior to founding Jordan: Industry Leader. 30+ years automotive Lee: UI/UX Guru. Lee is an independent software
DentBetty, Mann led NTH, a telemedicine project to aftermarket experience, starting in Miracle Auto developer who served as CTO of DentBetty during its
assist consumers with the early detection of cancer, Painting & Body Repair’s marketing department in early design and continues to play an active role in
and Common Object, a company that successfully 1977 and advancing to Vice President running both resolving emergency technical issues as well as
built a massive heterogeneous database platform to the marketing and business development architectural oversight on DentBetty’s Technology
enable collaborative ecommerce for millions of users. departments while helping it to grow from 19 Advisory Board. She brings over 13 years of
He has also served in various public and private company owned stores to a profitable 65 unit experience as both a front-end and back-end
technology investment roles at Eureka Capital franchisee chain with $90M in revenue. Jordan is developer using technologies including Java, Ruby
Management LLC and Fidelity Management and sought out for his extensive brick and mortar on Rails, Perl, JavaScript and AJAX, jQuery and
Research. He earned a CFA in 1993 and is an honors automotive aftermarket experience in national and Prototype, MySQL and Oracle. She is a strong
graduate of Harvard College ’86. international franchising as well as regional local- proponent of user-centered design. Her career has
store-marketing and advertising programs and taken her from the large corporate atmosphere of
Murray: Professional Management. Formerly COO of campaigns. Jordan also has extensive media Cisco Systems to several startups in the Bay Area,
Century Capital Management, a Boston-based publishing experience at Sunset Magazine and most recently innovative photo database technology
manager of public and private equities, as Managing monthly magazines Western Ski Time Magazine, developer Xoopit that was acquired by Yahoo! in
Partner at W/F Investments, a private investment firm Hudson Home Guides, and Colorado Magazine. His 2009. Lee earned her bachelor of Computer Science
that invests in early stage companies, and as a 1975 Sunset annual won the prestigious Maggie degree from Santa Clara University
Director of Research at MFS Investment award.
Management, where he oversaw a team responsible Wilson: Internet Performance Architect. Chief
for $8 billion of equity investments. Murray began his Cicerone: Win-Win Relationship Builder. Cicerone Software Architect and manager of the Vancouver
career in the equity research department at Fidelity was responsible for developing strategic alliances office of Currenex, a State Street Bank subsidiary
Management & Research Company. He holds an and executing events with major corporations at Live responsible for billions of dollars of real-time secure
MBA from the Amos Tuck School at Dartmouth. Nation, formerly Clear Channel Entertainment and currency exchange transactions. The system
Bill Graham Presents, the largest promoter and personally developed by Wilson features a home-
producer of live events in the world. Blue-chip clients grown message based distributed platform written in
Vaughn: Technology Maven. He is a veteran of early
that he sourced and closed included Microsoft, Cisco, Java and backed by an Oracle database. His current
stage startups that have seen successful exits and
Electronic Arts, Activision, T-Mobile, Fast Company, attention is on the architectural demands of high
boot-strapped profitability, and is experienced in
Nike and Nvidia. He is also appreciated for performance production systems that require very
developing all aspects of immersive web applications.
successfully managing national consumer promotions large scale service, immediate availability, and
Technologies he currently utilizes at DentBetty
and tours, special events, gala celebrations, and complex support infrastructures.
include the Ruby on Rails framework, MySQL,
large-scale meetings and conferences. Cicerone’s
JavaScript, Apache, and various Linux distros. His
greatest joys are his wife and kids. Erickson: Consumer Product Designer. Principal and
past projects include front-end integration into Java-
based web applications for Nokia Siemens Networks, founder of Nuovations, a development shop with
Christenson: The Art of the Brand. Mr. Christenson is particular expertise in physical consumer products
development and project mangement for
a passionate musician and visual communication and embedded systems. Erickson has previously
Brandid.asia, and Facebook application development specialist. His creativity has been articulated through
for Animal Apps (acquired by Zynga). Vaughn earned served as a senior engineer and project manager for
story-telling, music and flash animation and he is Apple Computer, Inc. in Cupertino, CA, working on its
his B.S. In Biochemistry with Departmental Honors recognized for his ability to transform a simple
from the University of Washington in Seattle, where mobile entertainment products, including both the
message into an emotional call to action. Christenson iPod and iPhone lines. He has also served on
he worked in labs at Fred Hutchinson Cancer
graduated from St. Olaf College in 1989 with a B.A. in software teams at Brocade, Sistina Software
Research Institute and the University of Washington History. He has also served in management and
Medical School's Department of BioEngineering. (acquired by Red Hat), Ciprico and Control Data
supporting roles both as a harbor master on Lake Systems. Erickson holds both an MSEE and a BSEE
Michigan and as a scenic painter for feature films
Magna Cum Laude from the University of Minnesota.
from Fargo to Star Wars in the US and Australia.

25.  Video of auto body shop owner
 Video of consumer