The document discusses the story of iProperty and how it grew from $15 million to $600 million in value over 4 years. It outlines key strategies iProperty used, including choosing the right markets, having a clear strategic path focused on driving value, structuring the business appropriately, developing the right high-performance culture, encouraging entrepreneurship, increasing efficiency, innovating, and getting the product mix right. It also discusses how iProperty maximized the value created by executing on these strategies, being transparent as a public company, building trust and reputation over time, and delivering on its promises.

1. The iProperty story

3. Today’s discussion
How to go from $15 m to
$600 m in 4 years

5. Invest $1 in various listed classifieds portals Jan 2010
% Growth in Share price from Jan 2010 to March 2014

6. Two streams that work in unison
in making the most of your opportunity
1. How to run a property portal – the IPP story
2. How IPP maximised the value being created

7. Two streams that work in unison
in making the most of your opportunity
1. How to run a property portal – the IPP story
2. How IPP maximised the value being created

8. How to run a property portal – the IPP story
1. Choose the right markets
2. Be clear about what drives success = value
3. Structure accordingly
4. Develop the right culture
5. Entrepreneurial environment
6. Become increasingly efficient
7. Evolve, innovate and change
8. Get your product mix right

9. SE Asia was comparatively
not too badly affected

10. 1. Choose the right markets
• Wrong partners - exited Taiwan
• Wrong markets – pulled back on India
• Right markets – entered Indonesia as No.1
• Maximise No.1 position in Malaysia
• Double down in Hong Kong No.1, as regional hub
• Re-position in Singapore
• USD1.0 billion in property advertising

11. Estimated Asian Property Marketing Outlays – All Media
USD (million) 2009 2010 2011 2012 2013 2014 2015 2016
Malaysia
Agent 50 55 60 64 68 70 72 74
Developers 180 185 185 190 192 197 199 205
Total 230 240 245 254 260 267 271 279
Singapore
Agent 40 44 45 47 49 50 52 53
Developers 140 145 145 145 149 152 155 156
Total 180 189 190 192 198 202 207 209
Hong Kong
Agent 60 62 64 66 66 67 67 69
Developers 250 260 240 270 275 275 280 280
Total 310 322 304 336 341 342 347 349
Indonesia
Agent 20 25 27 29 30 32 32 34
Developers 70 70 75 80 82 85 85 87
Total 90 95 102 109 112 117 117 121
Total
Agent 170 186 196 206 213 219 223 230
Developers 640 660 645 685 698 709 719 728
Total 810 846 841 891 911 928 942 958

12. 2. Be clear about what drives success = value
• We laid down a very clear strategic path
• Communicated it endlessly with the IPP team
• We knew what to focus on and avoid distractions
• Everyone knew the role they had in the journey

13. 13
Property agents provide Listings attracting consumers to search
who then generate leads increasing engagement attracts property developers

14. 3. Structure accordingly
• The balance between local and centralised
• The role of Expats to kick things along
• Developing local expertise
• Leverage Malaysia base for others benefit

15. 4. Develop the right culture
• High performance expectation; non-negotiable
• Accountability driven right thru the business
• Work ethic instilled that not everyone liked
– People self-select
• Agreed a set of cross-cultural values

16. 5. Entrepreneurial environment
• Encouraged people to take ownership
• ‘Freedom within a frame-work’
• Pushed people to be more risk tolerant
• Failure was fine, just make sure you STOP!

17. 6. Become increasingly efficient
• We measured ourselves against global benchmarks
• Headcount wasn’t a trophy – we did more with less
• We pushed the limits on what could be achieved
• Increasingly analytical and targeted – we got smarter

18. 7. Evolve, innovate and change
• We evolved our vision and direction
– Each country in a different stage
• Innovation is not just about I.T.
• First to market with new initiatives
– iProp TV, Buyers Club, Mobile platforms, consumer marketing
• Next horizon on our journey; change, more change

19. 8. Get your product mix right
• Primary focus is a product driven business
• Property portals around the world are not great…..
• We evolved from using Events, Print and online
– Today = lead management, success fees, video
• Product expertise critical – will make or break a leader

20. The iProperty Group develops market leading products and services
designed to maximize the ability to capture property advertising

21. Two streams that work in unison
in making the most of your opportunity
1. How to operate your business – IPP story
2. How IPP maximised the value being created

22. Invest $1 in various listed classifieds portals
% Growth in Share price from Jan 2010 to March 2014

23. 2. How IPP maximised the value being created
•Effectively execute steps 1 thru 8 on previous slides!!!
•And more…..

24. 2. How IPP maximised the value being created
• Being ASX listed is not the answer
• It helps, but is dependent upon so many other
factors……
• Access to capital = competitive advantage, but that
works both ways

25. 2. How IPP maximised the value being created
• You need a track record of success
• Reputation of trust and believability
– Do what you say you are going to do
• Being listed = transparency and accountability
• Build relationships over time

26. 2. How IPP maximised the value being created
• The markets will invest in you
• Your personal reputation matters
• That has to be earned
• You must deliver on the promise

28. Who is Frontier Digital Ventures?
• CEO and founder along with prominent investors
• Unique expertise in property and auto verticals, plus
general classifieds
• Proven track record of success in online classifieds
• Successfully operated and invested in portals in
diverse markets right across the globe

29. What do we do?
• We invest in A Grade entrepreneurs who want to
build market leading online classifieds businesses in
frontier and emerging markets.
• Frontier provides;
– Funding to accelerate the growth of great online
classifieds businesses
– Strategic direction based on our experience in online
classifieds
– Operational guidance to maximize the application of your
funding and your strategy

30. Why we’re unique.
• We’ve walked in your shoes
• We understand frontier and emerging markets
• We know how to successfully run online classifieds
businesses
• And we know how to maximize the growth of your
business and the value that can be created