the social news time magazin

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Business concept of Headwalk Germany GmbH

2. The Problem
Too many sources of news, distributed over a
multitude of portals
Time intensive search for an update
Loss of quality when visiting one source only

3. The Idea
Central hub for online news, social news and up-to-date content
Headwalk is the first Social News
Magazine

4. The Keyfeatures
Aggregation of Articles from Time- and location driven Articles
various Sources • Articles have a time, location, and topic
attribute
• RSS-Feeds from Blogs & Newsportals
• Kontext sensitive search
• User Generated Content
• Visual search via timeline
• Facebook & Twitter
Addictive Interface Community
• Mag-like Design • Users can contribute, discuss and rate
• „Browsing“ from left to right articles
• Users can compile their individual magazine • Image and video contributions, to further
from any source illustrate articles
• Custom „badges“ for great writers
+ iPhone and iPad Application

5. The Target Audience
News Online Huge Target Group
• 21% of all consumers are “News-Junkies”, that use the • News-craving Digital Natives
internet for their primary source of information • (Semi-) professional Journalists
• important and constantly moving vertical • Politically engaged Users
• no services similar to headwalk are available • Bloggers
• Authors & professional Writers
• Sports, finance, and tabloid addicts
Citizen Journalism
• Less professional writers and a growing number of broadcasting individuals
• Images & clips from amateurs replace cost intensive news reports
• Often more directly involved in incidents, and faster at location („Eye Witness News“)

6. The Others
Citizen Journalism News Aggregators
News Portals

7. We journalise
history.

13. The Market Entry
The „Creative Board“ of Professionals Strong „Pull“
• From all represented News Verticals professional Opinion • Known Opinion Leaders convert
Leaders are combined to the „Creative Board“ their followers to our audience
• Initially the Creative Board descides who is eligible to become • „Cool“ Specialist have a pull on the
a Headwalker and to publish articles new generation of Journalists (from
• These Opinion Leaders are a guarantee for Quality Universities and Insitutions)
• A thorough and extrovert
combination of people also
guarantees Media and PR Attention
„Badges“ as the Social Motive
• Once Users become Headwalkers, they are awarded for Quality with Custon Badges
• Badges arn‘t standardized, but individually assigned by the Members of the Creative Board
• With these custom badges the stickiness factor is guaranteed, and users are encouraged to specialize

14. The Business Model
Advertising Revenues
• Banners in the content area
• Advertorials
• Geo-Targeting, Demographical Targeting, Behavioral
Targeting
• Preroll and postroll Video Ads
• 0,10 € – 0,50 € per User
• Start with 150.000 Users
Merchandising
• Online Shop for Merchandising
• Intelligent collection of items
(think MOMA Gift Shop)

15. Key Financials
This is how headwalk will be cashflow positive in 2011
2010 2011 2012 2013 2014 2015
Turnover 0 7,6 292 1.660 12.088 69.549
Premium User 0 220 411 728 1.369 2.459
User 0 90 1.500 4.000 9.700 15.000
Costs 87 650 1.607 1.800 2.710 4.526
EBITDA - 87 - 642 - 1.314 - 201 9.377 65.023
in 1.000 €
Investments:
2010 100 Cashflow positive
2011 650 (Sept. 2013)
2012 1.320
2013 210

16. The Timeplan

17. The Team
Founder + CEO
Carlo LaPadula
Co-Founder & CTO Programming
Paolo Sechi Silvan Golega
www.pidoco.com
Marketing + Consulting
Prof. Michael Hoinkes / CMO
Dipl.-Ing. G. Bruno / COO

18. Thank you.