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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
A Little Moz History (now in color!) Deeply in debt, and failing to get traffic to clients’ sites, Rand starts the SEOmoz Blog as part of learning the SEO process. Moz’s collection of tools becomes a singular, campaign-based web app. Prices rise to $99 / $499 / $1999 per month. Rand starts working w/ Gillian building websites for small, local businesses SEOmoz takes an investment of $1.1M from Ignition Partners & Curious Office 2004 1997 Nov. 2007 Sept. 2010 1981 2001 Feb. 2007 Oct. 2008 July 2011 Linkscape, SEOmoz’s web index and link graph, launches. By December, moz is profitable. SEOmoz is moving from just “SEO” to social media, content marketing, analytics, local and video. To this end, we’ve acquired “Moz.com.” Gillian (Rand’s Mom) founds the company that will become SEOmoz SEOmoz launches its first subscription software product, “PRO” for $39/month Rand drops out of UW, 2 classes from graduation to work full time w/ Gillian 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!
2011 will be our first 8 figure year, and we maintain margins of 83%+ Monthly Visits We took one round of financing in 2007; $1.1MM from Ignition + Curious Office April of 2011, we hit 1.2+MM visits/month and 10K+ subscribers In 2009, we dropped consulting entirely More about our history http://www.seomoz.org/blog/the-story-of-seomoz
How’d We Do That?
News/Media/PR SEO Email Research/White Papers Blogs + Blogging Infographics Comment Marketing Social Networks Online Video INBOUND MARKETING!(AKA all the “free” traffic sources) Local Portals Forums Webinars Word of Mouth Social Bookmarking Podcasting Direct/Referring Links Type-In Traffic Q+A Sites Up until 2010, SEOmoz had never spent money directly to acquire customers! (No PPC, no ads, just conferences and content production, aka “sweat marketing”) 
That’s what we want to help othercompanies measure + improve through our cloud-based software.
Macroeconomic Trends that Benefit Moz
Marketing Spend is Still Unbalanced vs. Behavior Via http://www.ftijournal.com/images/uploads/Journal_p6-7.pdf
Organic Marketing is Under-Invested 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 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.
It’s a Data-Driven World and Efficiency is King 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.
Problem(s) We’re Here to Solve
Organic Web Marketing is Poorly Understood Invest in Content, Search, Social, Local and/or Participatory Online Channels Measure Traffic and ROI Effectively Earn Outsized Traffic/Branding/Customer Acquisition Rewards vs. Paid Marketing Channels Re-Invest in ROI-Positive Channels 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.
The Web Marketer’s Weekly Analytics Challenge Every week (sometimes daily), web marketers need to log in to each of these services (or a suitable substitute) to collect their KPIs: Many (75%+): Most (~50%): Some (~10%): Google Analytics Bing Webmaster Tools SEOmoz Facebook Insights Google Alerts PostRank Twitter (Topsy/Hootsuite) Feedburner FourSquare Google Webmaster Tools Bit.ly Google Local Yahoo! Site Explorer Yelp 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.
Specific, Painful Web Marketing Tasks Each of these requires special tools, large amounts of manual labor or custom-built, in-house/agency solutions: Identifying High-ROI Channels Researching New Opportunities Prioritizing + Managing Tasks Optimizing Existing Channels Finding Errors + Problems 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
Moz has captured an estimated 5-10% of just these 2 circles to date 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!)
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: These titles/job functions represent our current (2011-13) targets: In-House (~55% of current members) Consultant/Agency (~35% of current members) Independent (~10% of current members) Director of Marketing SEO Consultant Blogger SEO Specialist Organic Marketing Consultant Social Media Expert Search Marketer Search + Social Consultant Site Owner Online Marketing Manager Web Marketing Consultant Webmaster Director of Growth Domainer Inbound Marketer These job titles/functions have the most direct use for our current software subscription.
Where are We Today?
2011 Estimated Revenue $12 - $13 million Current Revenue Run Rate (June) ~$10.8 million Number of PRO Subscribers ~13,500 # of New Free Trials / Day ~100 ~$900 Avg. Customer Lifetime Value ~9 Months Implied Customer Life Avg. Cost of Paid Acquisition ~$100 Avg. Monthly Revenue / Subscriber ~$93
% of Free Trials Converting to Paid ~57% Churn Rate in 1st 2 Paid Months ~25% Monthly Visits to Moz + OSE ~1.25 million Email Subscribers ~300K ~82% Gross Margins ~$1 million Estimated Net Profit in 2011 Staffing Costs ~$650K / Month Crawling, Serving, Hosting + Processing ~$180K / Month
Planned Investment Round
Raising: $20-$25 Million Founder Equity: $6-7 Million Onto Balance Sheet: $13-19 Million New Board: 2 Investors (Michelle +1) 2 Insiders (Rand +1) 1 Independent (TBD)
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 Opportunities2011-2012
Serve a Wider Audience w/ Expanded Product Become the Default Productivity + Research Suite for Organic Web Marketers 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.
2 Year Team Roadmap from 40-100 Mozzers Engineering (Build Amazing $#*!) Marketing (Bring in Customers) Product (Design the Right Software) User Experience Content/Media/Research Broad Web Crawl Design + UI Community Management Rankings Data Local Data Subject Matter Experts PR / Press / Outreach Social Data Wireframing + Specs Events Front End / Web App Testing / QA Paid Acquisition Fresh Web Data Operations (Make Moz Run Smoothly) Customer Success (Delight Moz Members) Retention (Keep PRO Members PRO) Quant + Cohort Analysis API & Higher-Tier Sales Financial + Accounting Email + On-Site Messaging Customer Service Facilities Q&A Assistance Customer Outreach HR/Mozzer Happiness
Sales/Marketing Investments Organic (Grow Free Traffic) Paid Acquisition (PPC, Behavioral, Social, etc) Branding (Make Moz Known + Trusted) Technology Investments Fresh Web (Compete w/ Google Alerts) Social Graph (Map the Major Networks) Web Crawl (Grow Breadth + Freshness) Product Investments Moz Alerts ($10/mth competitor to G Alerts) Classifying the Web (Employing Human Raters) Low Price Model ($25/month for lighter use)
Potential Acquisitions
Why Moz is Uniquely Positioned to Win the Organic Market
Passionate community of 300K+ marketers #1: #2: Our technology lead is very hard to catch Proven record of 2X+ growth for 4 years #3: Unique, world-changing culture & attitude #4:
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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SEOmoz Pitch Deck July 2011

  • 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. A Little Moz History (now in color!) Deeply in debt, and failing to get traffic to clients’ sites, Rand starts the SEOmoz Blog as part of learning the SEO process. Moz’s collection of tools becomes a singular, campaign-based web app. Prices rise to $99 / $499 / $1999 per month. Rand starts working w/ Gillian building websites for small, local businesses SEOmoz takes an investment of $1.1M from Ignition Partners & Curious Office 2004 1997 Nov. 2007 Sept. 2010 1981 2001 Feb. 2007 Oct. 2008 July 2011 Linkscape, SEOmoz’s web index and link graph, launches. By December, moz is profitable. SEOmoz is moving from just “SEO” to social media, content marketing, analytics, local and video. To this end, we’ve acquired “Moz.com.” Gillian (Rand’s Mom) founds the company that will become SEOmoz SEOmoz launches its first subscription software product, “PRO” for $39/month Rand drops out of UW, 2 classes from graduation to work full time w/ Gillian 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!
  • 3. 2011 will be our first 8 figure year, and we maintain margins of 83%+ Monthly Visits We took one round of financing in 2007; $1.1MM from Ignition + Curious Office April of 2011, we hit 1.2+MM visits/month and 10K+ subscribers In 2009, we dropped consulting entirely More about our history http://www.seomoz.org/blog/the-story-of-seomoz
  • 5. News/Media/PR SEO Email Research/White Papers Blogs + Blogging Infographics Comment Marketing Social Networks Online Video INBOUND MARKETING!(AKA all the “free” traffic sources) Local Portals Forums Webinars Word of Mouth Social Bookmarking Podcasting Direct/Referring Links Type-In Traffic Q+A Sites Up until 2010, SEOmoz had never spent money directly to acquire customers! (No PPC, no ads, just conferences and content production, aka “sweat marketing”) 
  • 6. That’s what we want to help othercompanies measure + improve through our cloud-based software.
  • 8. Marketing Spend is Still Unbalanced vs. Behavior Via http://www.ftijournal.com/images/uploads/Journal_p6-7.pdf
  • 9. Organic Marketing is Under-Invested 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 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.
  • 10. It’s a Data-Driven World and Efficiency is King 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.
  • 12. Organic Web Marketing is Poorly Understood Invest in Content, Search, Social, Local and/or Participatory Online Channels Measure Traffic and ROI Effectively Earn Outsized Traffic/Branding/Customer Acquisition Rewards vs. Paid Marketing Channels Re-Invest in ROI-Positive Channels 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.
  • 13. The Web Marketer’s Weekly Analytics Challenge Every week (sometimes daily), web marketers need to log in to each of these services (or a suitable substitute) to collect their KPIs: Many (75%+): Most (~50%): Some (~10%): Google Analytics Bing Webmaster Tools SEOmoz Facebook Insights Google Alerts PostRank Twitter (Topsy/Hootsuite) Feedburner FourSquare Google Webmaster Tools Bit.ly Google Local Yahoo! Site Explorer Yelp 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.
  • 14. Specific, Painful Web Marketing Tasks Each of these requires special tools, large amounts of manual labor or custom-built, in-house/agency solutions: Identifying High-ROI Channels Researching New Opportunities Prioritizing + Managing Tasks Optimizing Existing Channels Finding Errors + Problems 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. Moz has captured an estimated 5-10% of just these 2 circles to date 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!)
  • 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: These titles/job functions represent our current (2011-13) targets: In-House (~55% of current members) Consultant/Agency (~35% of current members) Independent (~10% of current members) Director of Marketing SEO Consultant Blogger SEO Specialist Organic Marketing Consultant Social Media Expert Search Marketer Search + Social Consultant Site Owner Online Marketing Manager Web Marketing Consultant Webmaster Director of Growth Domainer Inbound Marketer These job titles/functions have the most direct use for our current software subscription.
  • 19. Where are We Today?
  • 20. 2011 Estimated Revenue $12 - $13 million Current Revenue Run Rate (June) ~$10.8 million Number of PRO Subscribers ~13,500 # of New Free Trials / Day ~100 ~$900 Avg. Customer Lifetime Value ~9 Months Implied Customer Life Avg. Cost of Paid Acquisition ~$100 Avg. Monthly Revenue / Subscriber ~$93
  • 21. % of Free Trials Converting to Paid ~57% Churn Rate in 1st 2 Paid Months ~25% Monthly Visits to Moz + OSE ~1.25 million Email Subscribers ~300K ~82% Gross Margins ~$1 million Estimated Net Profit in 2011 Staffing Costs ~$650K / Month Crawling, Serving, Hosting + Processing ~$180K / Month
  • 23. Raising: $20-$25 Million Founder Equity: $6-7 Million Onto Balance Sheet: $13-19 Million New Board: 2 Investors (Michelle +1) 2 Insiders (Rand +1) 1 Independent (TBD)
  • 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 Opportunities2011-2012
  • 30. Serve a Wider Audience w/ Expanded Product Become the Default Productivity + Research Suite for Organic Web Marketers 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.
  • 31. 2 Year Team Roadmap from 40-100 Mozzers Engineering (Build Amazing $#*!) Marketing (Bring in Customers) Product (Design the Right Software) User Experience Content/Media/Research Broad Web Crawl Design + UI Community Management Rankings Data Local Data Subject Matter Experts PR / Press / Outreach Social Data Wireframing + Specs Events Front End / Web App Testing / QA Paid Acquisition Fresh Web Data Operations (Make Moz Run Smoothly) Customer Success (Delight Moz Members) Retention (Keep PRO Members PRO) Quant + Cohort Analysis API & Higher-Tier Sales Financial + Accounting Email + On-Site Messaging Customer Service Facilities Q&A Assistance Customer Outreach HR/Mozzer Happiness
  • 32. Sales/Marketing Investments Organic (Grow Free Traffic) Paid Acquisition (PPC, Behavioral, Social, etc) Branding (Make Moz Known + Trusted) Technology Investments Fresh Web (Compete w/ Google Alerts) Social Graph (Map the Major Networks) Web Crawl (Grow Breadth + Freshness) Product Investments Moz Alerts ($10/mth competitor to G Alerts) Classifying the Web (Employing Human Raters) Low Price Model ($25/month for lighter use)
  • 34. Why Moz is Uniquely Positioned to Win the Organic Market
  • 35. Passionate community of 300K+ marketers #1: #2: Our technology lead is very hard to catch Proven record of 2X+ growth for 4 years #3: Unique, world-changing culture & attitude #4:
  • 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.