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The Next Stage of Moz:
How a tiny Mom + Son consultancy became the world leader in SEO
Software, and our roadmap to being Seattle’s next $1 Billion company
Rand Fishkin, CEO & Co-founder, SEOmoz
July 2011
Did you know? At one point, Rand + Gillian had just under $500K in personal debt.
By 2007, it was all paid off, thanks to the magical super-awesomeness of SEO!
2004
1981
1997
2001 Feb. 2007
Nov. 2007
Oct. 2008
Sept. 2010
July 2011
Gillian (Rand’s
Mom) founds the
company that will
become SEOmoz
Rand starts working
w/ Gillian building
websites for small,
local businesses
Rand drops out of
UW, 2 classes from
graduation to work
full time w/ Gillian
Deeply in debt, and failing
to get traffic to clients’
sites, Rand starts the
SEOmoz Blog as part of
learning the SEO process.
SEOmoz launches its
first subscription
software product,
“PRO” for $39/month
SEOmoz takes an
investment of $1.1M
from Ignition Partners
& Curious Office
Linkscape, SEOmoz’s web
index and link graph,
launches. By December,
moz is profitable.
A Little Moz History (now in color!)
Moz’s collection of tools
becomes a singular,
campaign-based web app.
Prices rise to $99 / $499 /
$1999 per month.
SEOmoz is moving from
just “SEO” to social media,
content marketing,
analytics, local and video.
To this end, we’ve
acquired “Moz.com.”
More about our history http://www.seomoz.org/blog/the-story-of-seomoz
Monthly
Visits
We took one round of
financing in 2007; $1.1MM
from Ignition + Curious Office
In 2009, we dropped
consulting entirely
April of 2011, we
hit 1.2+MM
visits/month and
10K+ subscribers
2011 will be our first 8
figure year, and we
maintain margins of 83%+
How’d We Do That?
Up until 2010, SEOmoz had never spent money directly to acquire customers! (No PPC, no ads,
just conferences and content production, aka “sweat marketing”) 
Blogs + Blogging
Comment Marketing
News/Media/PR
SEO
Social Networks
Word of Mouth
Q+A Sites
Forums
Online Video
Podcasting
Webinars
Research/White Papers
Infographics
Social Bookmarking
INBOUND MARKETING!
(AKA all the “free” traffic sources)
Direct/Referring Links
Type-In Traffic
Email
Local Portals
That’s what we want to help other
companies measure + improve through our
cloud-based software.
Macroeconomic Trends that
Benefit Moz
Via http://www.ftijournal.com/images/uploads/Journal_p6-7.pdf
Marketing Spend is Still Unbalanced vs. Behavior
Organic Marketing is Under-Invested
Web Traffic is driven almost entirely by organic/earned media, yet nearly all of the investment in driving
traffic to websites is through paid channels… This is an unsustainable dichotomy.
Organic drives
90%+ of traffic
(but garners only
~$5 billion of
investment in 2011)
Paid drives
<10% of web
traffic
(but wins a whopping
$31+ Billion of
investment in 2011)
Percent of Web Traffic from Various Sources to the Average Website
These challenges require scalable, high quality software to solve. Very few companies are investing in
this space in a serious way, and almost none target the SMB market.
It’s a Data-Driven World and Efficiency is King
Problem(s) We’re Here to Solve
Organic Web Marketing is Poorly Understood
Even those marketers who have an understanding of the process often get lost in the details or mired
in the complexity of tying creative to metrics.
Invest in Content, Search,
Social, Local and/or
Participatory Online Channels
Measure Traffic and
ROI Effectively
Re-Invest in ROI-
Positive Channels
Earn Outsized
Traffic/Branding/Customer
Acquisition Rewards vs. Paid
Marketing Channels
The Web Marketer’s Weekly Analytics Challenge
Facebook Insights
Twitter (Topsy/Hootsuite)
Every week (sometimes daily), web marketers need to log in to
each of these services (or a suitable substitute) to collect their KPIs:
FourSquare
Yelp
Google Analytics
Google Webmaster Tools
Bing Webmaster Tools
Google Alerts
Google Local
Many (75%+): Most (~50%): Some (~10%):
SEOmoz
Feedburner
PostRank
Why should a marketer log into 10+ sites/tools just to get the basic numbers they need to measure
and improve their campaigns? Moz can (and should) put this all in one place.
Bit.ly
Yahoo! Site Explorer
Specific, Painful Web Marketing Tasks
Each of these requires special tools, large amounts of manual labor
or custom-built, in-house/agency solutions:
Researching New
Opportunities
Identifying High-
ROI Channels
Prioritizing +
Managing Tasks
Finding Errors +
Problems
Optimizing
Existing Channels
Training New
Marketers
These challenges require scalable, high quality software to solve. Very few companies are investing in
this space in a serious way, and almost none target the SMB market.
Our Target Market
Today, Moz focuses on just the red “SEO” circles. In the future, many more of these will become
customer targets. (BTW - I cheated by using two bubbles for “SEO” – sorry about that Venn Diagram
purists!)
Moz has captured an
estimated 5-10% of just
these 2 circles to date
We Help Marketers Who Focus on Organic
We believe we’ve captured ~5% of this market as paying customers and ~15% as registered members
Immediate Customer Targets:
SEO Specialist
Search Marketer
These titles/job functions represent our current (2011-13) targets:
Site Owner
Domainer
Director of Marketing
Online Marketing Manager
SEO Consultant
Organic Marketing Consultant
Webmaster
In-House
(~55% of current members)
Consultant/Agency
(~35% of current members)
Independent
(~10% of current members)
Blogger
Search + Social Consultant
Social Media Expert
These job titles/functions have the most direct use for our current software subscription.
Web Marketing Consultant
Director of Growth
Inbound Marketer
Where are We Today?
Number of PRO Subscribers
# of New Free Trials / Day
Implied Customer Life
Avg. Customer Lifetime Value
Avg. Cost of Paid Acquisition
2011 Estimated Revenue
Current Revenue Run Rate (June)
~13,500
~100
~9 Months
~$900
~$100
$12 - $13 million
~$10.8 million
Avg. Monthly Revenue / Subscriber ~$93
Monthly Visits to Moz + OSE
Email Subscribers
Estimated Net Profit in 2011
Gross Margins
Staffing Costs
% of Free Trials Converting to Paid
Churn Rate in 1st 2 Paid Months
~1.25 million
~300K
~$1 million
~82%
~$650K / Month
~57%
~25%
Crawling, Serving, Hosting + Processing ~$180K / Month
Planned Investment Round
Onto Balance Sheet:
New Board:
Raising:
Founder Equity:
$13-19 Million
2 Investors (Michelle +1)
2 Insiders (Rand +1)
1 Independent (TBD)
$20-$25 Million
$6-7 Million
Business Risks
Google Integrates Much More SEO & Social
Analytics Functionality in the Short Term
The Web Becomes Less Open
We Fail to Adapt/Grow Fast Enough to Keep Up
w/ Organic Marketing Shifts
Our Reputation Suffers Due to Missteps in
Culture, Data Quality or Reliability
Use of Funds / Growth Opportunities
2011-2012
Serve a Wider Audience w/ Expanded Product
Whatever organic marketers are using to drive traffic and derive value, we’ll help them measure,
monitor and improve it with a suite that’s simple enough for anyone but powerful enough to support
advanced-expert level practitioners.
Become the Default Productivity + Research
Suite for Organic Web Marketers
2 Year Team Roadmap from 40-100 Mozzers
User Experience
Product
(Design the Right Software)
Design + UI
Subject Matter Experts
Wireframing + Specs
Testing / QA
PR / Press / Outreach
Paid Acquisition
Broad Web Crawl
Rankings Data
Events
Engineering
(Build Amazing $#*!)
Marketing
(Bring in Customers)
Content/Media/Research
Local Data
Community Management
Social Data
Front End / Web App
Fresh Web Data
Operations
(Make Moz Run Smoothly)
Customer Success
(Delight Moz Members)
Retention
(Keep PRO Members PRO)
Quant + Cohort Analysis
Email + On-Site Messaging
Q&A Assistance
API & Higher-Tier Sales
Customer Service
Customer Outreach
Financial + Accounting
Facilities
HR/Mozzer Happiness
Sales/Marketing Investments
Organic
(Grow Free Traffic)
Paid Acquisition
(PPC, Behavioral, Social, etc)
Branding
(Make Moz Known + Trusted)
Technology Investments
Web Crawl
(Grow Breadth + Freshness)
Fresh Web
(Compete w/ Google Alerts)
Social Graph
(Map the Major Networks)
Product Investments
Low Price Model
($25/month for lighter use)
Moz Alerts
($10/mth competitor to G Alerts)
Classifying the Web
(Employing Human Raters)
Potential Acquisitions
Why Moz is Uniquely Positioned to
Win the Organic Market
#3:
#4:
#1:
#2:
Proven record of 2X+ growth for 4 years
Unique, world-changing culture & attitude
Passionate community of 300K+ marketers
Our technology lead is very hard to catch
We have a rare opportunity to become
Seattle’s next $1 billion+ company, and we’d
love to have you join us for the ride.

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Moz.pdf

  • 1. The Next Stage of Moz: How a tiny Mom + Son consultancy became the world leader in SEO Software, and our roadmap to being Seattle’s next $1 Billion company Rand Fishkin, CEO & Co-founder, SEOmoz July 2011
  • 2. Did you know? At one point, Rand + Gillian had just under $500K in personal debt. By 2007, it was all paid off, thanks to the magical super-awesomeness of SEO! 2004 1981 1997 2001 Feb. 2007 Nov. 2007 Oct. 2008 Sept. 2010 July 2011 Gillian (Rand’s Mom) founds the company that will become SEOmoz Rand starts working w/ Gillian building websites for small, local businesses Rand drops out of UW, 2 classes from graduation to work full time w/ Gillian Deeply in debt, and failing to get traffic to clients’ sites, Rand starts the SEOmoz Blog as part of learning the SEO process. SEOmoz launches its first subscription software product, “PRO” for $39/month SEOmoz takes an investment of $1.1M from Ignition Partners & Curious Office Linkscape, SEOmoz’s web index and link graph, launches. By December, moz is profitable. A Little Moz History (now in color!) Moz’s collection of tools becomes a singular, campaign-based web app. Prices rise to $99 / $499 / $1999 per month. SEOmoz is moving from just “SEO” to social media, content marketing, analytics, local and video. To this end, we’ve acquired “Moz.com.”
  • 3. More about our history http://www.seomoz.org/blog/the-story-of-seomoz Monthly Visits We took one round of financing in 2007; $1.1MM from Ignition + Curious Office In 2009, we dropped consulting entirely April of 2011, we hit 1.2+MM visits/month and 10K+ subscribers 2011 will be our first 8 figure year, and we maintain margins of 83%+
  • 5. Up until 2010, SEOmoz had never spent money directly to acquire customers! (No PPC, no ads, just conferences and content production, aka “sweat marketing”)  Blogs + Blogging Comment Marketing News/Media/PR SEO Social Networks Word of Mouth Q+A Sites Forums Online Video Podcasting Webinars Research/White Papers Infographics Social Bookmarking INBOUND MARKETING! (AKA all the “free” traffic sources) Direct/Referring Links Type-In Traffic Email Local Portals
  • 6. That’s what we want to help other companies measure + improve through our cloud-based software.
  • 9. Organic Marketing is Under-Invested Web Traffic is driven almost entirely by organic/earned media, yet nearly all of the investment in driving traffic to websites is through paid channels… This is an unsustainable dichotomy. Organic drives 90%+ of traffic (but garners only ~$5 billion of investment in 2011) Paid drives <10% of web traffic (but wins a whopping $31+ Billion of investment in 2011) Percent of Web Traffic from Various Sources to the Average Website
  • 10. These challenges require scalable, high quality software to solve. Very few companies are investing in this space in a serious way, and almost none target the SMB market. It’s a Data-Driven World and Efficiency is King
  • 12. Organic Web Marketing is Poorly Understood Even those marketers who have an understanding of the process often get lost in the details or mired in the complexity of tying creative to metrics. Invest in Content, Search, Social, Local and/or Participatory Online Channels Measure Traffic and ROI Effectively Re-Invest in ROI- Positive Channels Earn Outsized Traffic/Branding/Customer Acquisition Rewards vs. Paid Marketing Channels
  • 13. The Web Marketer’s Weekly Analytics Challenge Facebook Insights Twitter (Topsy/Hootsuite) Every week (sometimes daily), web marketers need to log in to each of these services (or a suitable substitute) to collect their KPIs: FourSquare Yelp Google Analytics Google Webmaster Tools Bing Webmaster Tools Google Alerts Google Local Many (75%+): Most (~50%): Some (~10%): SEOmoz Feedburner PostRank Why should a marketer log into 10+ sites/tools just to get the basic numbers they need to measure and improve their campaigns? Moz can (and should) put this all in one place. Bit.ly Yahoo! Site Explorer
  • 14. Specific, Painful Web Marketing Tasks Each of these requires special tools, large amounts of manual labor or custom-built, in-house/agency solutions: Researching New Opportunities Identifying High- ROI Channels Prioritizing + Managing Tasks Finding Errors + Problems Optimizing Existing Channels Training New Marketers These challenges require scalable, high quality software to solve. Very few companies are investing in this space in a serious way, and almost none target the SMB market.
  • 16. Today, Moz focuses on just the red “SEO” circles. In the future, many more of these will become customer targets. (BTW - I cheated by using two bubbles for “SEO” – sorry about that Venn Diagram purists!) Moz has captured an estimated 5-10% of just these 2 circles to date
  • 17. We Help Marketers Who Focus on Organic We believe we’ve captured ~5% of this market as paying customers and ~15% as registered members
  • 18. Immediate Customer Targets: SEO Specialist Search Marketer These titles/job functions represent our current (2011-13) targets: Site Owner Domainer Director of Marketing Online Marketing Manager SEO Consultant Organic Marketing Consultant Webmaster In-House (~55% of current members) Consultant/Agency (~35% of current members) Independent (~10% of current members) Blogger Search + Social Consultant Social Media Expert These job titles/functions have the most direct use for our current software subscription. Web Marketing Consultant Director of Growth Inbound Marketer
  • 19. Where are We Today?
  • 20. Number of PRO Subscribers # of New Free Trials / Day Implied Customer Life Avg. Customer Lifetime Value Avg. Cost of Paid Acquisition 2011 Estimated Revenue Current Revenue Run Rate (June) ~13,500 ~100 ~9 Months ~$900 ~$100 $12 - $13 million ~$10.8 million Avg. Monthly Revenue / Subscriber ~$93
  • 21. Monthly Visits to Moz + OSE Email Subscribers Estimated Net Profit in 2011 Gross Margins Staffing Costs % of Free Trials Converting to Paid Churn Rate in 1st 2 Paid Months ~1.25 million ~300K ~$1 million ~82% ~$650K / Month ~57% ~25% Crawling, Serving, Hosting + Processing ~$180K / Month
  • 23. Onto Balance Sheet: New Board: Raising: Founder Equity: $13-19 Million 2 Investors (Michelle +1) 2 Insiders (Rand +1) 1 Independent (TBD) $20-$25 Million $6-7 Million
  • 25. Google Integrates Much More SEO & Social Analytics Functionality in the Short Term
  • 26. The Web Becomes Less Open
  • 27. We Fail to Adapt/Grow Fast Enough to Keep Up w/ Organic Marketing Shifts
  • 28. Our Reputation Suffers Due to Missteps in Culture, Data Quality or Reliability
  • 29. Use of Funds / Growth Opportunities 2011-2012
  • 30. Serve a Wider Audience w/ Expanded Product Whatever organic marketers are using to drive traffic and derive value, we’ll help them measure, monitor and improve it with a suite that’s simple enough for anyone but powerful enough to support advanced-expert level practitioners. Become the Default Productivity + Research Suite for Organic Web Marketers
  • 31. 2 Year Team Roadmap from 40-100 Mozzers User Experience Product (Design the Right Software) Design + UI Subject Matter Experts Wireframing + Specs Testing / QA PR / Press / Outreach Paid Acquisition Broad Web Crawl Rankings Data Events Engineering (Build Amazing $#*!) Marketing (Bring in Customers) Content/Media/Research Local Data Community Management Social Data Front End / Web App Fresh Web Data Operations (Make Moz Run Smoothly) Customer Success (Delight Moz Members) Retention (Keep PRO Members PRO) Quant + Cohort Analysis Email + On-Site Messaging Q&A Assistance API & Higher-Tier Sales Customer Service Customer Outreach Financial + Accounting Facilities HR/Mozzer Happiness
  • 32. Sales/Marketing Investments Organic (Grow Free Traffic) Paid Acquisition (PPC, Behavioral, Social, etc) Branding (Make Moz Known + Trusted) Technology Investments Web Crawl (Grow Breadth + Freshness) Fresh Web (Compete w/ Google Alerts) Social Graph (Map the Major Networks) Product Investments Low Price Model ($25/month for lighter use) Moz Alerts ($10/mth competitor to G Alerts) Classifying the Web (Employing Human Raters)
  • 34. Why Moz is Uniquely Positioned to Win the Organic Market
  • 35. #3: #4: #1: #2: Proven record of 2X+ growth for 4 years Unique, world-changing culture & attitude Passionate community of 300K+ marketers Our technology lead is very hard to catch
  • 36. We have a rare opportunity to become Seattle’s next $1 billion+ company, and we’d love to have you join us for the ride.