SlideShare a Scribd company logo
Joanne Chen | Michael D’Orazio | Victor Ho | Alan Rutledge
                       April 20, 2007
Mint: Save Time & Money
                         Transactions
            • List of detailed transactions grouped my
            category
            • All assets
            • All debt
            • Current net worth
            •Tags, to customize transactions into folders
            • Line graph plotting spending over time




                               Goals
            • List of goals
            • Current net worth allocated to goals
            • How much of goal is achieved
            • All assets
            • All debt
            • Current net worth
            • Notes



                                                            2
Team & Advisors
 Aaron Patzer               Lead Architect, Nascentric (chip simulation software)
 CEO & Founder              Founder, GetAWebsite (search engine optimization)


David Michaels              Director of Technology, ShockMarket Corporation
 VP Engineering             Director of Engineering, PGP (security software)


Dave McClure                Director of Marketing, PayPal (micro-payments)
Director Marketing          Director of Marketing, Simply Hired (job search)


 Jason Putorti              CTO & Founder, Novaroura (acquired by FittingGroup)
 Lead Designer              Co-Founder, Six Madison (anti-fraud SAS)


                        Investors & Advisors
First Round Capital, Felicis Ventures, Ron Conway, Scott Cook (Intuit Founder & CEO)


                                                                                       3
Market Size - US
 49 Million People                           31 Million Prospective Mint Users
  22 to 35 age range                        64% of target demographic use online banking



             Referrals (CPA)                              Advertising (CPC)
    $8 RPU per year w/ 14% CAGR                    $4.50 RPU per year w/ 22% CAGR

Conversion      CPA          Referral                           Data to Leverage

  0.75%        $50.00    Savings Accounts            Zip Code (feasibly: School or Workplace)

  1.00%        $75.00        Internet                         Age (feasibly: Gender)

  0.50%        $75.00      Credit Cards                   Income (propensity to spend)

  0.25%        $50.00       Cell Phone                     Where and when you shop

  0.10%        $200.00    Bank Accounts                       What brands you buy



  $388 Million Total Addressable Market Opportunity w/ 16% CAGR

                                                                                                4
Competitors
Key Competitor: Wesabe                      Potential Entrants

     • No revenue model – Freemium                • Develop simple, easy-to-
     • Community based - limited                  use, free personal finance
     source of information from                   online application to cater
     “wisdom of the crowds”                       to mainstream
     • Poor traction                              • Acquire Wesabe or
     • Unspecific suggestions                     similar online application




Mint’s Comp. Advantages                    Mint’s Defensibility
• User-specific saving opportunities   • High service switching costs
• Compelling AI-based auto-sorting     • 3 non-pending technology patents
• Easy and intuitive user interface    • Integration partnerships (TurboTax)


                                                                                5
Value to User
                                            Finance                  Online               Finance Social
                                            Software                Banking                  Networks
Ease of




                                            Steep learning       Inconsistent layout;
                Easily tracks and logs                                                     Intuitive interfaces;
 Use




                                          curve; UI cluttered    difficult to aggregate
               data from multiple sites     with excessive                                 simplified features
                                                                       other sites
                                               features



                    Free to use;
Costs




                                           Required initial
                  Automated billing                              Integrated with bank     Users must contribute
                                           investment and
                                                                 account and bill pay         to add value
                 and categorization          update fees
Benefits




                                            Powerful feature    International presence;
                     Saves time                                                             Low quality user-
                                             set for keeping       strong advertiser
                    Save money            finances organized                                generated advice
                                                                network, existing users




           Mint offers the most compelling and easy way to manage your personal finances.


                                                                                                                   6
Value to Partners
   Prospective                         Product or       Customer Acquisition    Mint         Value
     Partner                            Service               Cost1            Referral   Proposition

          Wamu                     Savings Accounts           $200.00           $50.00      $150.00


        Comcast                            Internet           $200.00           $75.00      $125.00


      Capital One                      Credit Cards           $150.00           $75.00      $75.00


        Cingular                        Cell Phone            $325.00           $50.00      $275.00


      Wells Fargo                    Bank Accounts            $175.00          $125.00      $50.00


         E-Trade                 Brokerage Accounts           $475.00          $100.00      $375.00


      Blue Cross                         Insurance            $225.00          $100.00      $125.00


  Bank of America                         Mortgage            $550.00          $325.00      $225.00




     Partners can increase revenue via cost-effect customer acquisition
1. http://www.emetrics.org/articles/acquisition.shtml
                                                                                                        7
User Acquisition
         Launch                          Growth                 Maturity


  Word of mouth & viral, Blogosphere referral badges, sharable website tags



Direct email                    Distribution partners    Internet advertising
• Targeted opt-in email lists   • Affiliate networks     • Overture + Adwords
• College list serves           • Mutual linking sites
• Symposium & events
• Personal finance lists
                                PR
                                • Buzz marketing
SEO                             • Company blog
• Organic search                • PR tactics
• Optimized page markup




                                                                                8
Business Model
      User                 Gather User               Intelligent           User Switches
   Acquisition             Information              Suggestions            = Referral Fee


From                    Includes                  Based On                Fee Types
• Advertising           • Account Types           • History               • Bank Account
• E-mail                • Spending Patterns       • Usage                 • Credit Card
• Viral Marketing       • Credit History          • Spending Habits       • Cell Phone Carrier
• Distribution          • Demographics            • Current Market        • ISP
Partners                and Preferences           Deals/Rates             • Loan



            Mint makes money when users make money rather than
               relying on creating value through added services


                          Future Potential: Advertising

Large expected            High quality                Premium               High Profit
  user base         +       user data         +     targeted ads      =      Potential

                                                                                                 9
Financials
                                                                                              Projected Year Ending December 31,                                                       Assumptions
                                                                                    2007           2008           2009         2010                                                    Investment         $3.0M
                                                                                                                                                                                       Stake                15%
                     Total Users                                                   100.0         180.0                                    309.6                510.2                   Hurdle Rate           5%
                     Referrals
                        Credit Cards                                               $56.3        $111.4                                $210.7                $382.0
                        Savings Accounts                                            50.0         101.3                                  195.9                363.2
                        Bank Accounts                                               30.0          62.1                                  122.8                232.8
                        Internet Service Provider                                   97.5         193.1                                  365.3                662.1
                        Cell Phone                                                  17.5          33.3                                   60.4                104.6
                     Targeted Advertising                                          500.0       1,012.5                                1,959.2              3,632.3
                        Total Revenue                                             $751.3      $1,513.6                               $2,914.3             $5,377.1
                                                                                                                                                                                        IRR: 25%
                     Sales and Marketing Expense                                   225.4         302.7                                    291.4                268.9

                     General and Administrative Expense                            300.0         544.0                                    942.7             1,565.3

                     Research and Development Expense                              187.8         340.6                                  590.1                980.0
                       EBIT                                                        $38.1        $326.3                               $1,090.1             $2,562.9

                                                          Expected Earnings                                                                                        Revenue by Source
                                                                                                                        5.0
                     $5.0
                                                                                                                        4.5

                     $4.0                                                                                               4.0

                                                                                                                        3.5
                                                                                                   Dollars (Millions)
Dollars (Millions)




                     $3.0
                                                                                                                        3.0

                                                                                                                        2.5
                     $2.0
                                                                                                                        2.0

                     $1.0                                                                                               1.5

                                                                                                                        1.0
                     $0.0                                                                                               0.5
                                2007               2008                 2009           2010
                                                                                                                        0.0
                     ($1.0)                                                                                                            2007                      2008                    2009                     2010
                                       Dow nside           Expected     Upside                                                Targeted Advertising   Savings Accounts   Credit Cards     Bank Accounts   Cell Phone



                                                                                                                                                                                                                         10
Exit Strategy



    Allows Google           Low switching            Expand personal        Expand personal
entrance into personal     costs for current      finance presence by    finance presence by
 finance industry by      product set; desire       bringing personal      bringing personal
providing simple, free    to increase lock-in      finance software to    finance software to
      application                                      mainstream             mainstream


   More targeted            More targeted          Increase product      Integration with MS
advertising; increased   advertising; increased     upsell; augment      Money by providing
  customer lock-in         customer lock-in       patented technology      online interface



                         Seamless integration       Integration with      Increase product
Seamless integration
                         with Yahoo Finance       Quicken by providing     upsell; augment
with Google Finance
                                 site               online interface     patented technology
        site




                                                                                                11
Q&A
Product                Product Comparisons
Team                   Alternative Revenue Streams
Market Size            Management Expertise
Value to Users         Potential Acquirers
Business Model         5-Year Revenue Projections
User Acquisition
Financials
Acquirers
Risks & Precautions




                                                     12
Risks & Precautions
    Risks                             Mitigate                        Precautions

                                                  Develop name brand to assure high
Low barriers to entry; new
                                                 market penetration and growth rates;
competitors
                                                      patent proprietary technologies

                                                        Leverage high value, low time
Lack of user commitment                              investment proposition for users;
                                                             develop user community


                                                 Push high monetary value of utilizing
Low user referral rate
                                                   suggestions; offer multiple choices


                                                             Technology patents filed;
Existing competitors adding similar
                                                       feature set would be difficult to
features
                                                       integrate with a boxed product


                                                 Utilize management team’s superior
Slow initial growth                              know-how and clear viral marketing
                                                           potential to ensure growth


                                                                                           13
Competitive Response
          Microsoft              Result                  MyMint

                              Delays Microsoft
Attempts to copy MyMint’s     market entry and     Enforce patent protection of
website and business model    increases costs           proprietary technology


Leverages brand name and       User base safe,
                                                      Satisfied users have little
market reach                 competition for new
                                                             incentive to switch
                              users may occur

Extensive experience and                                    Highly experienced
                               No advantage
software specialization                                     management team


Synergies with current         MyMint offers a     Technology extends beyond
software such as Quicken       unique product        reach of existing software




                               Defensibility

                                                                                    14
Financial Assumptions
User Base
   Adoption Rate                                     80.0%   72.0%   64.8%     Step
                                        1            80.0%   68.0%   57.8%   (15.0%)
                                        2            80.0%   72.0%   64.8%   (10.0%)
                                        3           100.0%   90.0%   81.0%   (10.0%)

Referrals
   Credit Cards                             0.75%   0.83%    0.91%   1.00%    Step
                                        1   0.50%   0.55%    0.61%   0.67%   10.0%
                                        2   0.75%   0.83%    0.91%   1.00%   10.0%
                                        3   1.00%   1.10%    1.21%   1.33%   10.0%

   Savings Accounts                         1.00%   1.13%    1.27%   1.42%    Step
                                        1   0.75%   0.83%    0.91%   1.00%   10.0%
                                        2   1.00%   1.13%    1.27%   1.42%   12.5%
                                        3   1.25%   1.44%    1.65%   1.90%   15.0%

   Bank Accounts                            0.15%   0.17%    0.20%   0.23%    Step
                                        1   0.10%   0.12%    0.13%   0.15%   15.0%
                                        2   0.15%   0.17%    0.20%   0.23%   15.0%
                                        3   0.20%   0.23%    0.26%   0.30%   15.0%

   Internet Service Provider                1.3%     1.4%    1.6%    1.7%     Step
                                        1   1.0%     1.1%    1.2%    1.3%    10.0%
                                        2   1.3%     1.4%    1.6%    1.7%    10.0%
                                        3   1.6%     1.8%    1.9%    2.1%    10.0%

   Cell Phone                               0.35%   0.37%    0.39%   0.41%     Step
                                        1   0.25%   0.25%    0.25%   0.25%   (15.0%)
                                        2   0.35%   0.37%    0.39%   0.41%   (10.0%)
                                        3   0.45%   0.45%    0.45%   0.45%   (10.0%)
Advertising
   Targeted Advertising                      $5.0     $5.6    $6.3    $7.1    Step
                                        1    $5.0     $5.5    $6.1    $6.7   10.0%
                                        2    $5.0     $5.6    $6.3    $7.1   12.5%
                                        3    $5.0     $5.8    $6.6    $7.6   15.0%
Costs
  Sales and Marketing Expense               30.0%   20.0%    10.0%   5.0%

   General and Administrative Expense       39.9%   35.9%    32.3%   29.1%   (10.0%)

   Research and Development Expense         25.0%   22.5%    20.3%   18.2%     Step
                                        1   25.0%   23.8%    22.6%   21.4%    (5.0%)
                                        2   25.0%   22.5%    20.3%   18.2%   (10.0%)
                                        3   25.0%   21.3%    18.1%   15.4%   (15.0%)   15
Exit Calculation
Multiples Analysis for MyMint
Dollars in Millions (MyMint in Thousands)

 Company                             Ticker          Enterprise Value        2007 Sales       2007 EBIT    EV/Sales     EV/EBIT
PlanetOut.inc                        LGBT                   $61.9                $76.0            ($7.2)         .8x        N/A
DealerTrack                          TRAK                  $940.2               $219.8           $57.3         4.3x       16.4x
Synchronoss Technologies             SNCR                  $490.8               $101.8           $24.0         4.8x       20.5x

                                                                                          1   High              4.8x       20.5x
                                                                                          2   Average           3.3x        9.4x
                                                                                          3   Median            4.3x       16.4x
                                                                                          4   Low                .8x        N/A


MyMint                       2007       2008       2009       2010       2011     2012                                     EV
Sales                       751.3    1,513.6    2,914.3    5,377.1    9,532.4 16,278.8        Sales Year       3         $25,914
EBIT                         38.1      326.3    1,090.1    2,562.9    4,994.7  9,223.1        Method           1         $52,414
                                            1          2          3          4        5
Cash Flows                 (3,000)      $49       $164      $6,259         $0       $0        Assumptions              Average EV
                                                                                              Investment      $3.0M      $39,164
Reinvested IRR             25%                                                                Stake             15%
                                                                                              Hurdle Rate        5%




                                                                                                                                    16

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Mint.com Pre-Launch Pitch Deck

  • 1. Joanne Chen | Michael D’Orazio | Victor Ho | Alan Rutledge April 20, 2007
  • 2. Mint: Save Time & Money Transactions • List of detailed transactions grouped my category • All assets • All debt • Current net worth •Tags, to customize transactions into folders • Line graph plotting spending over time Goals • List of goals • Current net worth allocated to goals • How much of goal is achieved • All assets • All debt • Current net worth • Notes 2
  • 3. Team & Advisors Aaron Patzer Lead Architect, Nascentric (chip simulation software) CEO & Founder Founder, GetAWebsite (search engine optimization) David Michaels Director of Technology, ShockMarket Corporation VP Engineering Director of Engineering, PGP (security software) Dave McClure Director of Marketing, PayPal (micro-payments) Director Marketing Director of Marketing, Simply Hired (job search) Jason Putorti CTO & Founder, Novaroura (acquired by FittingGroup) Lead Designer Co-Founder, Six Madison (anti-fraud SAS) Investors & Advisors First Round Capital, Felicis Ventures, Ron Conway, Scott Cook (Intuit Founder & CEO) 3
  • 4. Market Size - US 49 Million People 31 Million Prospective Mint Users 22 to 35 age range 64% of target demographic use online banking Referrals (CPA) Advertising (CPC) $8 RPU per year w/ 14% CAGR $4.50 RPU per year w/ 22% CAGR Conversion CPA Referral Data to Leverage 0.75% $50.00 Savings Accounts Zip Code (feasibly: School or Workplace) 1.00% $75.00 Internet Age (feasibly: Gender) 0.50% $75.00 Credit Cards Income (propensity to spend) 0.25% $50.00 Cell Phone Where and when you shop 0.10% $200.00 Bank Accounts What brands you buy $388 Million Total Addressable Market Opportunity w/ 16% CAGR 4
  • 5. Competitors Key Competitor: Wesabe Potential Entrants • No revenue model – Freemium • Develop simple, easy-to- • Community based - limited use, free personal finance source of information from online application to cater “wisdom of the crowds” to mainstream • Poor traction • Acquire Wesabe or • Unspecific suggestions similar online application Mint’s Comp. Advantages Mint’s Defensibility • User-specific saving opportunities • High service switching costs • Compelling AI-based auto-sorting • 3 non-pending technology patents • Easy and intuitive user interface • Integration partnerships (TurboTax) 5
  • 6. Value to User Finance Online Finance Social Software Banking Networks Ease of Steep learning Inconsistent layout; Easily tracks and logs Intuitive interfaces; Use curve; UI cluttered difficult to aggregate data from multiple sites with excessive simplified features other sites features Free to use; Costs Required initial Automated billing Integrated with bank Users must contribute investment and account and bill pay to add value and categorization update fees Benefits Powerful feature International presence; Saves time Low quality user- set for keeping strong advertiser Save money finances organized generated advice network, existing users Mint offers the most compelling and easy way to manage your personal finances. 6
  • 7. Value to Partners Prospective Product or Customer Acquisition Mint Value Partner Service Cost1 Referral Proposition Wamu Savings Accounts $200.00 $50.00 $150.00 Comcast Internet $200.00 $75.00 $125.00 Capital One Credit Cards $150.00 $75.00 $75.00 Cingular Cell Phone $325.00 $50.00 $275.00 Wells Fargo Bank Accounts $175.00 $125.00 $50.00 E-Trade Brokerage Accounts $475.00 $100.00 $375.00 Blue Cross Insurance $225.00 $100.00 $125.00 Bank of America Mortgage $550.00 $325.00 $225.00 Partners can increase revenue via cost-effect customer acquisition 1. http://www.emetrics.org/articles/acquisition.shtml 7
  • 8. User Acquisition Launch Growth Maturity Word of mouth & viral, Blogosphere referral badges, sharable website tags Direct email Distribution partners Internet advertising • Targeted opt-in email lists • Affiliate networks • Overture + Adwords • College list serves • Mutual linking sites • Symposium & events • Personal finance lists PR • Buzz marketing SEO • Company blog • Organic search • PR tactics • Optimized page markup 8
  • 9. Business Model User Gather User Intelligent User Switches Acquisition Information Suggestions = Referral Fee From Includes Based On Fee Types • Advertising • Account Types • History • Bank Account • E-mail • Spending Patterns • Usage • Credit Card • Viral Marketing • Credit History • Spending Habits • Cell Phone Carrier • Distribution • Demographics • Current Market • ISP Partners and Preferences Deals/Rates • Loan Mint makes money when users make money rather than relying on creating value through added services Future Potential: Advertising Large expected High quality Premium High Profit user base + user data + targeted ads = Potential 9
  • 10. Financials Projected Year Ending December 31, Assumptions 2007 2008 2009 2010 Investment $3.0M Stake 15% Total Users 100.0 180.0 309.6 510.2 Hurdle Rate 5% Referrals Credit Cards $56.3 $111.4 $210.7 $382.0 Savings Accounts 50.0 101.3 195.9 363.2 Bank Accounts 30.0 62.1 122.8 232.8 Internet Service Provider 97.5 193.1 365.3 662.1 Cell Phone 17.5 33.3 60.4 104.6 Targeted Advertising 500.0 1,012.5 1,959.2 3,632.3 Total Revenue $751.3 $1,513.6 $2,914.3 $5,377.1 IRR: 25% Sales and Marketing Expense 225.4 302.7 291.4 268.9 General and Administrative Expense 300.0 544.0 942.7 1,565.3 Research and Development Expense 187.8 340.6 590.1 980.0 EBIT $38.1 $326.3 $1,090.1 $2,562.9 Expected Earnings Revenue by Source 5.0 $5.0 4.5 $4.0 4.0 3.5 Dollars (Millions) Dollars (Millions) $3.0 3.0 2.5 $2.0 2.0 $1.0 1.5 1.0 $0.0 0.5 2007 2008 2009 2010 0.0 ($1.0) 2007 2008 2009 2010 Dow nside Expected Upside Targeted Advertising Savings Accounts Credit Cards Bank Accounts Cell Phone 10
  • 11. Exit Strategy Allows Google Low switching Expand personal Expand personal entrance into personal costs for current finance presence by finance presence by finance industry by product set; desire bringing personal bringing personal providing simple, free to increase lock-in finance software to finance software to application mainstream mainstream More targeted More targeted Increase product Integration with MS advertising; increased advertising; increased upsell; augment Money by providing customer lock-in customer lock-in patented technology online interface Seamless integration Integration with Increase product Seamless integration with Yahoo Finance Quicken by providing upsell; augment with Google Finance site online interface patented technology site 11
  • 12. Q&A Product Product Comparisons Team Alternative Revenue Streams Market Size Management Expertise Value to Users Potential Acquirers Business Model 5-Year Revenue Projections User Acquisition Financials Acquirers Risks & Precautions 12
  • 13. Risks & Precautions Risks Mitigate Precautions Develop name brand to assure high Low barriers to entry; new market penetration and growth rates; competitors patent proprietary technologies Leverage high value, low time Lack of user commitment investment proposition for users; develop user community Push high monetary value of utilizing Low user referral rate suggestions; offer multiple choices Technology patents filed; Existing competitors adding similar feature set would be difficult to features integrate with a boxed product Utilize management team’s superior Slow initial growth know-how and clear viral marketing potential to ensure growth 13
  • 14. Competitive Response Microsoft Result MyMint Delays Microsoft Attempts to copy MyMint’s market entry and Enforce patent protection of website and business model increases costs proprietary technology Leverages brand name and User base safe, Satisfied users have little market reach competition for new incentive to switch users may occur Extensive experience and Highly experienced No advantage software specialization management team Synergies with current MyMint offers a Technology extends beyond software such as Quicken unique product reach of existing software Defensibility 14
  • 15. Financial Assumptions User Base Adoption Rate 80.0% 72.0% 64.8% Step 1 80.0% 68.0% 57.8% (15.0%) 2 80.0% 72.0% 64.8% (10.0%) 3 100.0% 90.0% 81.0% (10.0%) Referrals Credit Cards 0.75% 0.83% 0.91% 1.00% Step 1 0.50% 0.55% 0.61% 0.67% 10.0% 2 0.75% 0.83% 0.91% 1.00% 10.0% 3 1.00% 1.10% 1.21% 1.33% 10.0% Savings Accounts 1.00% 1.13% 1.27% 1.42% Step 1 0.75% 0.83% 0.91% 1.00% 10.0% 2 1.00% 1.13% 1.27% 1.42% 12.5% 3 1.25% 1.44% 1.65% 1.90% 15.0% Bank Accounts 0.15% 0.17% 0.20% 0.23% Step 1 0.10% 0.12% 0.13% 0.15% 15.0% 2 0.15% 0.17% 0.20% 0.23% 15.0% 3 0.20% 0.23% 0.26% 0.30% 15.0% Internet Service Provider 1.3% 1.4% 1.6% 1.7% Step 1 1.0% 1.1% 1.2% 1.3% 10.0% 2 1.3% 1.4% 1.6% 1.7% 10.0% 3 1.6% 1.8% 1.9% 2.1% 10.0% Cell Phone 0.35% 0.37% 0.39% 0.41% Step 1 0.25% 0.25% 0.25% 0.25% (15.0%) 2 0.35% 0.37% 0.39% 0.41% (10.0%) 3 0.45% 0.45% 0.45% 0.45% (10.0%) Advertising Targeted Advertising $5.0 $5.6 $6.3 $7.1 Step 1 $5.0 $5.5 $6.1 $6.7 10.0% 2 $5.0 $5.6 $6.3 $7.1 12.5% 3 $5.0 $5.8 $6.6 $7.6 15.0% Costs Sales and Marketing Expense 30.0% 20.0% 10.0% 5.0% General and Administrative Expense 39.9% 35.9% 32.3% 29.1% (10.0%) Research and Development Expense 25.0% 22.5% 20.3% 18.2% Step 1 25.0% 23.8% 22.6% 21.4% (5.0%) 2 25.0% 22.5% 20.3% 18.2% (10.0%) 3 25.0% 21.3% 18.1% 15.4% (15.0%) 15
  • 16. Exit Calculation Multiples Analysis for MyMint Dollars in Millions (MyMint in Thousands) Company Ticker Enterprise Value 2007 Sales 2007 EBIT EV/Sales EV/EBIT PlanetOut.inc LGBT $61.9 $76.0 ($7.2) .8x N/A DealerTrack TRAK $940.2 $219.8 $57.3 4.3x 16.4x Synchronoss Technologies SNCR $490.8 $101.8 $24.0 4.8x 20.5x 1 High 4.8x 20.5x 2 Average 3.3x 9.4x 3 Median 4.3x 16.4x 4 Low .8x N/A MyMint 2007 2008 2009 2010 2011 2012 EV Sales 751.3 1,513.6 2,914.3 5,377.1 9,532.4 16,278.8 Sales Year 3 $25,914 EBIT 38.1 326.3 1,090.1 2,562.9 4,994.7 9,223.1 Method 1 $52,414 1 2 3 4 5 Cash Flows (3,000) $49 $164 $6,259 $0 $0 Assumptions Average EV Investment $3.0M $39,164 Reinvested IRR 25% Stake 15% Hurdle Rate 5% 16