This slide deck summarizes Babbel's language learning business. It discusses how Babbel offers online and mobile language learning, with over 25 million downloads and top rankings in app stores. The management team is described, along with Babbel's subscription-based business model of attracting free users and converting them to paid subscribers. Company milestones are provided, showing growth from 2007 to over 16 million users in 2014.

1. Europas Awards Slide Deck
April 2014

2. What we do
Learn Languages Online & Mobile
We take language learning seriously
– so that you can take it easy

4. Synchronisation
Accessibility Across All Platforms

7. Synchronisation
Mobile usage impressive
• 1.5 m illion downloads per month - 25 million total
• 50% of all Babbel users are already mobile
• #1 grossing edu app in Google Play worldwide (2014)
• #3 grossing edu publisher in App store worldwide (2014)
• Average rating above 4.0 stars across platforms

8. Management
Management Team
Markus Witte
Chief Executive and
Co- Founder
Lorenz Heine
Chief Innovation
O ffi cer and Co-
Founder
Thomas Holl
Chief Technology
O ffi cer and Co-
Founder
Boris Diebold
Vice President of
Engineering
Stephan Sefarth
Director Custom er
Service
Arne Gerdes
Director of Product
Annabella Da Encarnacao
Director of
Performance Marketing
Alexis Hue
Director of
International Grow th
Miriam Pleiniger
Director of Didactics
Florian Unger
Director of
Communications
Markus Corallo
Chief O perations
O ffi cer

9. Business Model
subscription-based service (5 – 10 € per month)
attract users to test the service offering (for free)
convert them into subscription users
(1, 3, 6 & 12 months)
offer ever-growing content in relevant languages
offer more possibilities (e.g. more devices) to access the
learning content
Milestones
Company Milestones
Aug '07
company
registered
in Berlin
Jan '08
public beta
launched
Jul '08
series A
nfi ancing
round
& 80k users
Aug '09
additional funding
from EU program
as "silent partnership"
Nov '09
business model
change
& Babbel 2.0
& 500k users
Apr '10
iPhone apps release
& 2 new languages
Jun '11
4 new languages
& pro tfi able
business
& 1.4 m users
Apr '12
Android apps
released
& 5m users
Oct '12
Windows 8 apps
released
Mar '13
Windows Phone 8
apps released
& series B
nfi ancing round
& 2 new languages
& 16m users
pivotal
change
Jan '14
Number of
customers tripled in
the last 12 months,
1300+ new users
every hour
Aug ’13
New board member
& key management
players Aug-Nov
Sept '13
Cross-platform
learning Apps
incl. new
iOS 7 interface
for iPhone

13. Business Model
Business Model
• The direct user is the buyer
• Subscription- based: customers pay between €5 and €10
monthly per learning language
• Subscriptions are cross- platform, sold on the web, via the
Apple App Store and through Google Play

14. April 2014
See for yourself…
www.babbel.com
Florian Unger
Director of Communications
funger@babbel.com
Tel: + 4930 779079 453
Mo: + 49151 64 96 1736