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Max Müller | Exceed 2013 | max.mueller@stylight.com | @nonsquared
Bringing together, what belongs together
Fashion articles from the best online shops & an inspiring community of fashion lovers.




l8}      2008
                          +
                                        2011
                                                         +
                                                                                 2012+




                                                        Max Müller | Exceed 2013 | max.mueller@stylight.com | @nonsquared
Alex (US Blogger) hearts
                                                   Ray Ban on STYLIGHT




           8
  Democratizing fashion -
   One heart at a time.
 The traditional fashion scheme gets turned on
its head by millions of fashion lovers. We want
          to enable that development.
Three user archetypes
We differentiate users on the basis fashion involvement, motivations & conversion goals.



 Involvement                                      Motivation                             Conversion
    High                Creator                Fame & feedback                         Great content



 Involvement                                       Motivation                         Conversion
  Medium                Follower                Beautiful content                Feedback for creators


 Involvement                                       Motivation                          Conversion
    Low                 Shopper                Convenient search                   High quality traffic




                                                         Max Müller | Exceed 2013 | max.mueller@stylight.com | @nonsquared
Social Fashion Discovery
 Discover fashion like never before, heart your
fashion favorites & curate fashion inspiration in
            beautiful mood boards.                  Kristina (Swiss blogger) hearts
                                                    Marcobologna on STYLIGHT
Goodbye boring, hello mood boards
Mood boards are beautiful collections of fashion inspiration created by our community.
Goodbye boring, hello mood boards
     Mood boards are beautiful collections of fashion inspiration created by our community.



                    people.
          pir ing
  llow ins
Fo
Goodbye boring, hello mood boards
     Mood boards are beautiful collections of fashion inspiration created by our community.



                    people.
          pir ing
  llow ins
Fo                                                                        Heart
                                                                                and s
                                                                         fashio        ave
                                                                               n you
                                                                                     love.
Creation is easy as pie
We enable our users to create something beautiful...without the effort.
Bursting with inspiration
A vibrant collection of photos, videos, quotes, music & fashion articles.
A fresh feed
Get STYLIGHT just how you want
it with a fashion feed composed
            just for you.
Social fashion discovery
  Get inspiration from tastemakers, discover fashion favorites, search & purchase articles.




Create & discover fashion       Heart & save your favorite          Discover & buy popular
      mood boards                     fashion finds                 items from the best shops


        Inspiration                       Discovery                         Search
What we've learned so far
                   Acquisition: Relationships with creators

                                                                                                  Neyla (US blogger) hearts
                     Activation: On-boarding new users                                             Asos on STYLIGHT



                 Retention: Facebook is the new newsletter


                    Referral: It’s not about the like button


         Revenue: International inspiration, local e-commerce




* Startup Metrics for Pirates: http://500hats.typepad.com/500blogs/2007/09/startup-metrics.html
Acquisition: Build relationships with creators
      Identify influencers and connect with them. One by one.




                                             Max Müller | Exceed 2013 | max.mueller@stylight.com | @nonsquared
Activation: A warm welcome to new people
           The optimization of the on-boarding funnel increased engagement by 60%




Stripped down landingpage          Explain the concept              Get them engaged
Activation: A warm welcome to new people
          The optimization of the on-boarding funnel increased engagement by 60%




                                                                    +60 %
                                                                    user engagement




Connect them with others      Show them their way around          40% finish the funnel.
Referral: It's not about the like button
We try to build something that people love...and we listen a lot.
Revenue: International inspiration, local e-commerce
    We create relevant local traffic for our partner shops through the community.




                                                      Max Müller | Exceed 2013 | max.mueller@stylight.com | @nonsquared
Next: STYLIGHT everywhere you go
Experience the same clean look wherever you use STYLIGHT — on mobile, tablet, or web.
Max Müller | Exceed 2013 | max.mueller@stylight.com | @nonsquared
About STYLIGHT - Celebrate your style!

Who we are & what we do:
We are a four years old Munich-based company building the best fashion website on
planet earth. We are on a mission to make fashion more democratic - one heart at a time.

What is STYLIGHT?
We are bringing together thousands of fashion articles from the best online shops and an
inspiring community of fashion lovers. On STYLIGHT visitors discover fashion like never
before, heart their fashion favorites, curate fashion inspiration in beautiful mood boards &
follow inspiring people.

Short history:
Throughout the last years we have grown from zero to millions of visits per month. Currently
STYLIGHT is available in eight european countries (DE, AT, CH, FR, NL, IT, SE, UK), but
we are sworn in on a global fashion revolution. Our investors include Holtzbrinck
Ventures, Tengelmann Ventures & ProSiebenSat.1‘s SevenVentures.



                                               Confidential information, any unauthorized copying, disclosure or distribution of the material in this document is forbidden | 22

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STYLIGHT Exceed Conference Berlin 2013

  • 1. Max Müller | Exceed 2013 | max.mueller@stylight.com | @nonsquared
  • 2. Bringing together, what belongs together Fashion articles from the best online shops & an inspiring community of fashion lovers. l8} 2008 + 2011 + 2012+ Max Müller | Exceed 2013 | max.mueller@stylight.com | @nonsquared
  • 3. Alex (US Blogger) hearts Ray Ban on STYLIGHT 8 Democratizing fashion - One heart at a time. The traditional fashion scheme gets turned on its head by millions of fashion lovers. We want to enable that development.
  • 4. Three user archetypes We differentiate users on the basis fashion involvement, motivations & conversion goals. Involvement Motivation Conversion High Creator Fame & feedback Great content Involvement Motivation Conversion Medium Follower Beautiful content Feedback for creators Involvement Motivation Conversion Low Shopper Convenient search High quality traffic Max Müller | Exceed 2013 | max.mueller@stylight.com | @nonsquared
  • 5. Social Fashion Discovery Discover fashion like never before, heart your fashion favorites & curate fashion inspiration in beautiful mood boards. Kristina (Swiss blogger) hearts Marcobologna on STYLIGHT
  • 6. Goodbye boring, hello mood boards Mood boards are beautiful collections of fashion inspiration created by our community.
  • 7. Goodbye boring, hello mood boards Mood boards are beautiful collections of fashion inspiration created by our community. people. pir ing llow ins Fo
  • 8. Goodbye boring, hello mood boards Mood boards are beautiful collections of fashion inspiration created by our community. people. pir ing llow ins Fo Heart and s fashio ave n you love.
  • 9. Creation is easy as pie We enable our users to create something beautiful...without the effort.
  • 10. Bursting with inspiration A vibrant collection of photos, videos, quotes, music & fashion articles.
  • 11. A fresh feed Get STYLIGHT just how you want it with a fashion feed composed just for you.
  • 12. Social fashion discovery Get inspiration from tastemakers, discover fashion favorites, search & purchase articles. Create & discover fashion Heart & save your favorite Discover & buy popular mood boards fashion finds items from the best shops Inspiration Discovery Search
  • 13. What we've learned so far Acquisition: Relationships with creators Neyla (US blogger) hearts Activation: On-boarding new users Asos on STYLIGHT Retention: Facebook is the new newsletter Referral: It’s not about the like button Revenue: International inspiration, local e-commerce * Startup Metrics for Pirates: http://500hats.typepad.com/500blogs/2007/09/startup-metrics.html
  • 14. Acquisition: Build relationships with creators Identify influencers and connect with them. One by one. Max Müller | Exceed 2013 | max.mueller@stylight.com | @nonsquared
  • 15. Activation: A warm welcome to new people The optimization of the on-boarding funnel increased engagement by 60% Stripped down landingpage Explain the concept Get them engaged
  • 16. Activation: A warm welcome to new people The optimization of the on-boarding funnel increased engagement by 60% +60 % user engagement Connect them with others Show them their way around 40% finish the funnel.
  • 17. Referral: It's not about the like button We try to build something that people love...and we listen a lot.
  • 18. Revenue: International inspiration, local e-commerce We create relevant local traffic for our partner shops through the community. Max Müller | Exceed 2013 | max.mueller@stylight.com | @nonsquared
  • 19. Next: STYLIGHT everywhere you go Experience the same clean look wherever you use STYLIGHT — on mobile, tablet, or web.
  • 20. Max Müller | Exceed 2013 | max.mueller@stylight.com | @nonsquared
  • 21. About STYLIGHT - Celebrate your style! Who we are & what we do: We are a four years old Munich-based company building the best fashion website on planet earth. We are on a mission to make fashion more democratic - one heart at a time. What is STYLIGHT? We are bringing together thousands of fashion articles from the best online shops and an inspiring community of fashion lovers. On STYLIGHT visitors discover fashion like never before, heart their fashion favorites, curate fashion inspiration in beautiful mood boards & follow inspiring people. Short history: Throughout the last years we have grown from zero to millions of visits per month. Currently STYLIGHT is available in eight european countries (DE, AT, CH, FR, NL, IT, SE, UK), but we are sworn in on a global fashion revolution. Our investors include Holtzbrinck Ventures, Tengelmann Ventures & ProSiebenSat.1‘s SevenVentures. Confidential information, any unauthorized copying, disclosure or distribution of the material in this document is forbidden | 22