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Identifying, Building and Scaling
Market Leading Online Companies
Kinnevik Capital Markets Day 2014
STRICTLY CONFIDENTIAL
DISCLAIMER
The information contained in this presentation is public information only, but it does not necessarily represent all information related to the issues discussed
or presented herein, or all views of the company. The information has been researched by the company with due care and all and any evaluations or
assessments stated herein represent the company’s opinions. We advise you that some of the available information has been independently verified and
may be based on statements by third persons, but no representation or warranty, expressed or implied, is made as to, and no reliance should be placed on,
the fairness, accuracy, completeness or correctness of this information or opinions contained herein. Certain statements contained herein may be
statements of future expectations and other forward-looking statements that are based on our current personal views and assumptions and involve known
and unknown risks and uncertainties that may cause actual results, performance or events to differ materially from those expressed or implied in such
statements. None of our team shall assume any liability whatsoever (in negligence or otherwise) for any loss or unrealized profit whatsoever arising from any
use of this presentation or the statements contained herein as regards unverified third person statements, any statements of future expectations and other
forward-looking statements, or the fairness, accuracy, completeness or correctness of statements contained in the presentation, or otherwise made in
connection with this presentation.
This presentation does not constitute an offer or invitation to purchase or subscribe for any investment and neither this presentation nor any part of it shall
form the basis of or be relied upon in connection with the entering into any commitment or contract whatsoever, and is solely intended to communicate
information regarding the company, its business track-records and team members. No one should base their investment decisions on this presentation but
should form their personal opinions on the basis of further available information and evaluations and assumptions. In addition, any prospective investor
should consult its own attorney and business advisor as to the legal, business, and tax and related matters concerning any investment decision.
2
INTRODUCTION
PRESENTING TEAM
3
Oliver Samwer
Founder
Co-founded Alando.de (exit to ebay),
Jamba! (exit to VeriSign) and CityDeal
(merged with Groupon and later IPO)
MBA from WHU
Dr. Johannes Bruder
CPO
Previously with Google
PhD in Economics from University of
Hamburg and Master in Economics
from University of St. Andrews
Peter Kimpel
CFO
Previously Managing Director and
Partner at Goldman Sachs
International
MBA from WHU
Christian Hardenberg
CTO
Previously with BCG and Metaversum
Master in Business Administration and
Electrical Engineering from Technical
University of Berlin
Alexander Kudlich
Managing Director
Previously with Axel Springer AG
Master in Finance from University of
St. Gallen (HSG), MA in Philosophy
from UCL and MBA from ESMT
3
4
THE ROCKET MISSION
TO CREATE THE
WORLD’S LARGEST
INTERNET PLATFORM
OUTSIDE OF CHINA
AND THE US
ROCKETS GLOBAL REACH AT A GLANCE
5
Rocket Ventures are active in more than 100 countries
6
WE FOCUS ON FIVE KEY REGIONS…
Russia
Latin America
Europe
Middle East & Africa
Asia & Pacific
Note: Above venture maps are not comprehensive
... AND THREE KEY SECTORS
7
Marketplaces Financial TechnologyeCommerce
.........
Note: Above venture list is not comprehensive.
Rocket Internet Regions
78%
USA & China
22%
Rocket
Internet
Regions
65%
USA &
China
35%
OUR GLOBAL REACH COVERS THE LARGEST INTERNET AND MOBILE AUDIENCE
8
# of Global Internet Users: 2.6 Bn
Rocket
Internet Regions
78%
# of Global Unique Mobile Users: 4.5 Bn
Rocket
Internet
Regions
65%
Source: IDC, Euromonitor, WCIS (Year 2013 Data)
ROCKET’S LOCAL FOOTPRINT INCLUDES 9 OF FACEBOOK’S TOP 10 USER CITIES
Via Smartphones People Are Able to Access Facebook Everywhere in the World - Top 10 Cities on Facebook
9
# City Country Active Proven Winners Users (MM)
1. Bangkok Thailand 8.7
2. Jakarta Indonesia 7.4
3. Istanbul Turkey 7.0
4. London United Kingdom 6.1
5. Bogota Colombia 6.1
6. Sao Paulo Brazil 5.7
7. Mexico City Mexico 4.3
8. Santiago Chile 4.1
9. Mumbai India 3.7
10. Buenos Aires Argentina 3.5
Source: Socialbakers.com as of 15 May 2014
ROCKET REACHES THE FASTEST GROWING GLOBAL MARKETS
10
Target Countries / Regions of Operations of Rocket InternetShare of Global Users
Latin America
Smartphone User Growth(1): 27.6%
9% 14%
11% 12%
Population (Share of Global)
Internet Users (Share of Global)
Social Media Users (Share of Global)
Mobile Subscriptions (Share of Global)
North America
Smartphone User Growth(1): 9.9%
5% 11%
11% 5%
54 MM
180 MM
92 MM
24 MM
Western Europe
Smartphone User Growth(1): 16.5%
6% 10%
13% 8%
36 MM
28 MM
30 MM
Central and
Eastern Europe
Smartphone User Growth(1): 21.0%
5% 6%
7% 7%
9 MM
8 MM
Middle East & Africa
Smartphone User Growth(1): 28.6%
20% 8%
12% 16%
12 MM
11 MM
Asia (ex East Asia)
Smartphone User Growth(1): 38.8%
34% 16%
15% 31%
14 MM
102 MM
16 MM
66 MM
13MM
Oceania
Smartphone User Growth(1): 8.1%
1% 1%
1% 1%
East Asia
Smartphone User Growth(1): 15.5%
22% 37%
30% 22%
Registered Users
Source: Global Social, Digital & Mobile Statistics, Jan 2014
1Growth for 2013-2016
ROCKET INTERNET’S MACRO-ECONOMIC MARKET OPPORTUNITY
11
Source: Capital IQ (Market Cap Stats), Intl. Monetary Fund (GDP Stats)
1 Based on Internet market cap Capital IQ data April 26th, 2014 (adjusted for non-US proportion of revenues assuming proportionate contribution to market cap)
2 Including rumoured valuation of Alibaba of ca. $153 Bn as per Bloomberg
3 Based on Rocket Internet Target Countries
9.2 Tn
Total GDP China (2013, in Current US$)
0.4 Tn1
Total Market Cap Public CN-Internet (Apr 2014)2
16.8 Tn
Total GDP USA (2013, in Current US$)
0.7 Tn1
Total Market Cap Public US-Internet (Apr 2014)
>25x
Value Ratio
GDP/
Market Cap
>23x
Value Ratio
GDP/
Market Cap
The US Internet Opportunity
The China Internet Opportunity
41.3 Tn
Total GDP Rocket Target Countries (Current US$)
1.6 - 1.8 Tn(1)
Public Market Cap Potential
(est. Range Based on US/China GDP/Market Cap Ratios)
The Rocket Internet Opportunity2,3
12
HOW WE IDENTIFY, BUILD & SCALE MARKET LEADING INTERNET BUSINESSES
Unparalleled experience in scaling
world-class Internet businesses
Deep technical and operational
expertise
Highly structured / best
practices
Centralized IP with
regional execution
Founding 3-6 new
ventures on average p.a.
Consistent returns across
portfolio vintages
Predictable and repeatable
Partnerships and framework
agreements
Provision of shared services to
jump start new businesses
1
24
3
13
OUR INFRASTRUCTURE
Unparalleled experience in scaling
world-class Internet businesses
Deep technical and operational
expertise
Highly structured / best
practices
Centralized IP with
regional execution
Founding 3-6 new
ventures on average p.a.
Consistent returns across
portfolio vintages
Predictable and repeatable
Partnerships and framework
agreements
Provision of shared services to
jump start new businesses
1
24
3
WE HAVE MORE THAN 15.000 PEOPLE ON THE GROUND
14
2500+
2500+
4000+
2500+
4000+
Infrastructure
ROCKET‘S TEAM
FUNCTIONAL EXPERTS, REGIONAL LEADERS & ENTREPRENEURS
15
Rocket Internet‘s organization consists of three parts: Our people are organized around the portfolio of companies,
the regions and the core functions
Regional LeadersFunctional Experts
Tech Marketing Product
CRM BI Biz Dev
Operations Finance PR
HR Legal Security
eCommerce
Market-
places
Financial
Technology
Entrepreneurs
Infrastructure
Note: Above list of ventures is not comprehensive.
ROCKET’S TEAM OF FUNCTIONAL EXPERTS OFFERS UNPARALLELED EXPERTISE AND
HANDS-ON EXPERIENCE IN COMPANY BUILDING - EXAMPLES
16
Jacob Bro
Product
Design of 50+ Rocket web
and mobile apps
Jacob Bro
Product
Design of 50+ Rocket web
and mobile apps
Jacob Bro
Product
Design of 50+ Rocket web
and mobile apps
Arthur Gerigk
Marketing
337.000.000+ keywords in
search engine advertising
Arthur Gerigk
Marketing
337.000.000+ keywords in
search engine advertising
Arthur Gerigk
Marketing
337.000.000+ keywords in
search engine advertising
Patrick Fink
BI
Developed 20+ custom Data
Warehouse solutions
Patrick Fink
BI
Developed 20+ custom Data
Warehouse solutions
Patrick Fink
BI
Developed 20+ custom Data
Warehouse solutions
Ferdinand Kalm
Operations
Deployed Rocket’s logistics
platform at 30+ ventures
Ferdinand Kalm
Operations
Deployed Rocket’s logistics
platform at 30+ ventures
Ferdinand Kalm
Operations
Deployed Rocket’s logistics
platform at 30+ ventures
Ronny Rentner
Tech
Launched 50+ Rocket eCom
web shops in 30+ countries
Ronny Rentner
Tech
Launched 50+ Rocket eCom
web shops in 30+ countries
Ronny Rentner
Tech
Launched 50+ Rocket eCom
web shops in 30+ countries
Gian-Luca Varisco
Security
Defended Rocket ventures
against 20+ security attacks
Gian-Luca Varisco
Security
Defended Rocket ventures
against 20+ security attacks
Gian-Luca Varisco
Security
Defended Rocket ventures
against 20+ security attacks
Felix Haberland
Tech
Tech leadership for 10+
Rocket ventures
Felix Haberland
Tech
Tech leadership for 10+
Rocket ventures
Felix Haberland
Tech
Tech leadership for 10+
Rocket ventures
Christian Hardenberg
Tech
Leads global community of
40+ Rocket CTOs
Christian Hardenberg
Tech
Leads global community of
40+ Rocket CTOs
Christian Hardenberg
Tech
Leads global community of
40+ Rocket CTOs
Tech Marketing Product
CRM BI Biz Dev
Ops Finance PR
HR Legal Security
Infrastructure
OUR REGIONAL LEADERSHIP TEAMS HAVE LAUNCHED COMPANIES
ACROSS >100 COUNTRIES
17
Kiren Tanna
Co-CEO Asia
McKinsey
Indian Institute of
Management
Koen Thijssen
Co-CEO Pacific
Deutsche Bank
Lehman Brothers
London School of
Economics
Heavent Malhotra
Co-CEO India
McKinsey
IIM Ahmedabad
IIT Delhi
Rodrigo Sampaio
Co-CEO Latin America
Novo Nordisk
McKinsey
Harvard
Business School
Eduardo Goes
Co-CEO Latin America
Novo Nordisk
Stratus PE
Stanford
University
Jeremy Hodara
Co-CEO Africa
McKinsey
HEC Business
School
Sacha Poignonnec
Co-CEO Africa
McKinsey
A. Andersen
EDHEC Business
School
Dr. Eyad Alkassar
Co-CEO Middle East
Rocket Internet
Saarland
University
Husain Mishergi
Co-CEO Middle East
Yemeksepeti
Google
University of
California/Berkeley
Dr. J. Bruder
Co-CEO Europe & Russia
Google
University of Hamburg
University of
St. Andrews
Alexander Kudlich
Co-CEO Europe & Russia
Zanox
Axel Springer
University
of St. Gallen
Latin America
Europe & Russia
Asia Pacific
Middle East & Africa
Infrastructure
ECOMMERCE
MARKETPLACES
FINANCIAL TECHNOLOGY
MEET SOME OF THE CO-FOUNDERS WHO LEAD OUR VENTURES TO SUCCESS
18
Infrastructure
Note: Above venture list is not comprehensive.
19
OUR UNIQUE EXECUTION PROCESSES
Unparalleled experience in scaling
world-class Internet businesses
Deep technical and operational
expertise
Highly structured / best
practices
Centralized IP with
regional execution
Founding 3-6 new
ventures on average p.a.
Consistent returns across
portfolio vintages
Predictable and repeatable
Partnerships and framework
agreements
Provision of shared services to
jump start new businesses
1
24
3
Execution
Financing
ROCKET INTERNET‘S COMPANY BUILDING PROCESS MITIGATES FOUR KEY RISKS IN
VENTURE BUILDING
20
3
4
Business
Model
Team
Clear criteria in selecting business models
High quality management teams from first class backgrounds
$2B+ in total funding through close partnerships with…
We build companies, grow & optimize them along their lifecycle and implement proprietary technologies
Implementing proprietary technologies
eCommerce Platform
Marketplace Platform
Fin Tech Platform
Building companies
Company set-up
Centralized core functions
Regional entrepreneurs
Sector Specialists HNWIs Strategics Institutional Investors
Creating value while mitigating 4 key risks across the fastest growing markets in the world
Significant market
Min. $1B market size and $100M
revenue potential
Proven replicable business model
Successful role-model to avoid risk of
customer acceptance
Window of opportunity
Low competition in targeted markets
1
2
Optimization & Benchmarking
Data driven, high-resolution continuous
monitoring & benchmarking
Health checks & best practice sharing
Process
EARLY DAYS OF EXECUTION: FROM IDEA TO GLOBAL ROLLOUT
21
Rocket Employs a Low Risk Investment Approach Through Diligent Selection of Business Model, Target Market
and Management Team
Identification of suitable models by central scouting team and regional satellites
Discussion based on initial assessment of model
In case of positive conclusion, more detailed analysis incl. competitive landscape by relevant region
Identification of test country and development of pilot if sentiment still predominately positive
Post successful 2-3 months test period, global roll-out
Structured Selection Process
Process
HOW DO WE INTERNATIONALIZE COMPANIES?
PROVE – TRANSFER – GROW
22
Successful Expansion and Execution Speed Backed by Regional Strength and
Functional Expertise of the Platform
TRANSFER to Underserved, High-Growth Emerging Markets
and GROW as Fast as Possible to Become Market Leader
PROVE Concept and Model in Europe
Process
COMPANY BUILDING AT ROCKET FOLLOWS A HIGHLY STANDARDIZED PROCESS,
UNLOCKING LEARNING CURVE ADVANTAGES AND SYNERGIES ACROSS THE PORTFOLIO
23
Capability to Launch a New Venture in < 100 Days Ventures Operationally Independent in < 200 Days
Day 0 Day 100 Day 200
INDEPENDENCESet up Rocket Best Practices Reporting & OptimizationKICKOFF LAUNCH
23
MVP web & apps
Data-Warehouse
CRM tools
Marketing channels
Legal & Finance Legal entities, brand & domains, accounting
Daily, weekly and monthly KPI reporting for Marketing,
CRM, Sales, Customer Care, Ops etc.
Financial reporting & controlling, compliance
Increasing Net Promoter Scores
Engineering
Product & UX
CENTRALLOCAL
Marketing
CRM
Business
Intelligence
Operations
Sales
Customer Care
Call center and local
support
Design Website & Apps
Iteration of product, agile development focusing on
stability, security and speed
Targeting, creative, bidding, with maximum granularity (eg
keyword level) and optimization of CAC vs. CLV
Segmentation, lifecycle management, content,
automatization
Sales and Business Development
processes
Focusing on daily management of sales and business
development funnel in SalesForce
Rocket Operations Management Systems Improving efficiency in operations
Landing pages, onsite search, onsite sorting,
personalization, multivariate testing
HR Continuous recruiting of central and local founders, 2nd level management talent and functional experts
Process
ROCKET VENTURES START FROM DAY ONE WITH HIGH-RESOLUTION REPORTING
ACROSS ALL BUSINESS FUNCTIONS, FACILITATING SYSTEMATIC OPTIMIZATION
24
Marketing Tools
Onsite Analytics
Sales Tools
CRM Tools
Other data sources
Backend Systems
• Orders
• New Customers
• …
• Impressions & Clicks
• Costs
• …
• Visits with origin
• Onsite conversions
• ...
• Biz dev data & funnel
• Supplier base
• …
• Contacts with origin
• Costs
• …
• App downloads
• Operations, ERP etc.
• …
REPORTS Daily Weekly Monthly
Marketing
Onsite
CRM
Mobile
Apps
SEO
…
Reporting Input: Key Metrics
pulled automatically from venture and third
party systems
Output: Automated KPI Reporting
and benchmarking across all ventures and
functions
Data Warehouse
for each Venture
Process
Impact (April 2014)
REV
COST
CAC
• Efficiency increased significantly:
CAC on avg. -20%, while revenue
was increased and cost were
decreased
• Overall ~100% more revenue while
returning to higher initial efficiency
from February
SEM Mar to Apr
(Feb indexed to 100)
Cost Mar Apr MoM
Country A 113 97 -14%
Country B 164 153 -6%
Country C 162 162 0%
Country D 170 121 -29%
Revenue Mar Apr MoM
Country A 182 188 3%
Country B 168 170 1%
Country C 178 235 32%
Country D 108 94 -13%
CAC Mar Apr MoM
Country A 106 82 -22%
Country B 101 94 -8%
Country C 144 110 -23%
Country D 147 119 -19%
Solution
• Efficiency Attack: Rocket
supported venture to optimize
efficiency with 3 key measures
Rocket Search
Engine Marketing
expert on the
ground at venture
from beginning of
April
Restructuring of
SEM to focus more
on specific search
queries (eg “shoes”
-> “red Nike
sneakers”)
Roll out of Rocket
tool (“Romeo”)
that automatically
optimizes targeting
for Search Engine
Marketing
+
+
Source: Rocket Online Marketing Reporting 25
EXAMPLES FOR DATA-DRIVEN OPTIMIZATION (1/2)
ONLINE MARKETING
Process
Problem (March 2014)
COST
• Increase of customer acquisition
cost (CAC) in Search Engine
Marketing (SEM) channel by ~20%
relative to February
• Cause: Venture increased
investment into SEM
REV
CAC
SEM Feb to Mar
(Feb indexed to 100)
Cost Feb Mar MoM
Country A 100 113 13%
Country B 100 164 64%
Country C 100 162 62%
Country D 100 170 70%
Revenue Feb Mar MoM
Country A 100 182 82%
Country B 100 168 68%
Country C 100 178 78%
Country D 100 108 8%
CAC Feb Mar MoM
Country A 100 106 6%
Country B 100 101 1%
Country C 100 144 44%
Country D 100 147 47%
Impact (November 2013)
• One month later load times of all
ventures were pushed below critical
threshold of 8 seconds
• On average page load time
decreased by 30%, maximum
improvement of 5 seconds (!)
Nov 13
Venture
Page Speed in
seconds
Venture 1 3,5
Venture 2 3,6
Venture 3 4,2
Venture 4 4,2
Venture 5 4,6
Venture 6 5,0
Venture 7 5,0
Venture 8 6,1
Venture 9 7,3
Venture 10 7,5
Venture 11 7,6
Venture 12 7,9
-30%
Solution
• Rocket experts and venture
team immediately developed
an action plan to get page load
time below 8 seconds within 4
weeks
• More than 30 changes to the
venture’s website and content
management processes were
proposed
• All changes were implemented
by ventures in 2 weeks
0,0
5,0
10,0
15,0
CW40
CW42
CW44
CW46
CW48
CW50
CW52
CW2
CW4
Page Load Time of
Venture 12 (seconds)
Implementation starts
EXAMPLES FOR DATA-DRIVEN OPTIMIZATION (2/2)
USER EXPERIENCE
Problem (October 2013)
• Ventures exceeded the critical
Rocket threshold of 8 seconds
• Cause: „heavy“ website (not
because of last mile!)
• Problem: „1 second longer page
load time means 9% lower
conversion“
Source: New Relic Real User Monitoring
Process
26
Oct 13
Venture
Page Speed in
seconds
Venture 1 2,9
Venture 2 4,0
Venture 3 4,3
Venture 4 4,9
Venture 5 5,0
Venture 6 5,0
Venture 7 5,2
Venture 8 6,8
Venture 9 8,9
Venture 10 9,0
Venture 11 9,6
Venture 12 12,9
EXAMPLE
LAUNCHING HELPLING IN 80 DAYS
1 10 20 30 40 50 60 70 80 90 100 110 120 130 140 150
Jan 10: Decision to launch Helpling
Jan 20: Founders join
Feb 18: Head of
Operations joins
Mar 29: LIVE in Berlin
Mar 30: First apartment in Berlin cleaned
Apr 10: LIVE in Hamburg, Munich & Cologne
Apr 30: LIVE in
Düsseldorf,
Frankfurt &
Stuttgart
Jan 30: Development of
website starts
Days
27
LAUNCH
Process
May 21:
LIVE in
Austria
28
TECHNOLOGY AT ROCKET
Unparalleled experience in scaling
world-class Internet businesses
Deep technical and operational
expertise
Highly structured / best
practices
Centralized IP with
regional execution
Founding 3-6 new
ventures on average p.a.
Consistent returns across
portfolio vintages
Predictable and repeatable
Partnerships and framework
agreements
Provision of shared services to
jump start new businesses
1
24
3
KEY PRINCIPLES FOR BUILDING TECHNOLOGY AT ROCKET
29
Technology
Stability
Without single
points of failure
(<10 min
downtime per
month)
Scalability
Architecture
build to run
globally and
scale to millions
of users
Speed
Optimized for
very fast user
response times
under high
traffic (>10k
concurrent
users)
Security
Central security
policies and best
practice
implemented
from the start
PROPRIETARY WORLD-CLASS TECHNOLOGY PLATFORMS FOR OUR THREE
FOCUS SECTORS
30
eCommerce Platform Fintech PlatformMarketplace Platform
Used by all Rocket eCommerce shops
Live with +50 websites/apps
Fully featured eCommerce Suite including
Marketplace, Warehouse Management,
Mobile Apps
Powering Rocket’s classifieds ventures
Live with +50 websites
Omni-channel
API for Mobile Apps
Powering Rocket’s financial technology
ventures Lendico and Zencap
Live with 10 websites
Scoring APIs: integrated connectors to many
international scoring service providers
Fast & Efficient
New countries can be setup
within days at low cost
Simple & Extendable
Technologies allow ventures to
maintain and extend their
platform independently
Shared Platform Knowledge
Exchange of best practices
between Rocket CTOs world-
wide
100% Ownership
Full control over our core
technology, no dependency on
external vendors
Technology
FRONTEND BACKEND
MOBILE
APPS
FRONTEND BACKEND
MOBILE
APPS
FRONTEND BACKEND
MOBILE
APPS
CORE PLATFORM IS INTEGRATED WITH BOTH PROPRIETARY EXTENSION AND
EXTERNAL SOLUTIONS OF OUR PARTNERS
31
Technology
FRONTEND
BACKEND
MOBILE APPS
Catalog
Order
Management
Customer
Service
Content
Management
PROPRIETARY CORE PLATFORM
Warehouse
Management
Data
Warehouse
Payment
Integration
Campaign
Management
Fleet
Management
PROPRIETARY MODULES
Marketing
Controlling
PLATFORM PARTNERS
ALL VENTURS FOLLOW STANDARD SET OF PROVEN OPERATION PRINCIPLES
32
Technology
Tech-Lead
Product-
Manager
3-6
Developers
QA
Engineer
System
Engineer
STANDARD TEAM SETUP1 PROVEN TOOLSET2
KANBAN DEVELOPMENT SYSTEM3 AUTOMATED TESTS AND RELEASES4
OUR GOAL IS TO FIND AND EMPOWER TOP LOCAL TEAMS.
WE ARE DEEPLY INVOLVED IN RECRUITING, TRAINING AND MONITORING
33
Rocket Internet’s size and
network attracts best talent
Dedicated in-house tech
recruiters
Worldwide search, interview
and test process
• 240 engineers hired in the
last 2 years
Technology
INDEPENDENCEKICKOFF LAUNCH PERFORMANCE
Real-time calculation of system
health based on hundreds of
KPIs for all ventures
24/7 team centrally monitors
health level
Strong focus on page
performance and security
Monitoring
• 253 sites monitored
• 24 different monitoring
services integrated
• 28 tech teams work with
Rocket platforms
Onsite training for all teams
Clearly defined hand-over
milestones
Formal license agreements with
full IP ownership and full
freedom to adapt code
EmpowermentTeam Building
THE SCALE OF ROCKET’S PLATFORM
34
104Countries live in
May 2014
380.000.000
Mails send to customers of Rocket ventures in
March 2014
4.712.000.000Total visits to websites of Rocket ventures since January 2011
337.000.000
Keywords covered globally by
Rocket search engine advertising
44.000.000
Total Fans of Rocket ventures on Facebook,
more than Apple & Nike combined
9xMore Google Searches in
Indonesia for “Lazada”
vs. “Apple”
Source: Adwords (w/o Westwing & Home 24), Google Keyword Tool, FB, Google Analytics
Rocket CRM systems, April 2014
Technology
4BN+ TOTAL VISITS TO ROCKET VENTURES SINCE 2011…
Monthly Visits at Rocket Ventures
0
50.000.000
100.000.000
150.000.000
200.000.000
250.000.000
300.000.000
2011/01 2011/04 2011/07 2011/10 2012/01 2012/04 2012/07 2012/10 2013/01 2013/04 2013/07 2013/10 2014/01 2014/04
2.331.000.000
2011 2012 2013 Q12014
1.253.000.000118.000.000
Total visits Total visits Total visits
Source: Rocket Internet 35
Technology
… AND LAUNCHES OF UP TO 16 NEW COUNTRY WEBSITES PER MONTH
Monthly Launches of Country Websites
Source: Rocket Internet 36
2
0
1
2
0 0
1
5
4
5
7
4
9
2
14
10
7
6
4 4
5
3
11
3
2
4 4 4
2
6
9
11
10
5
8
5
13
14
16
2011 2012 2013 Q12014
Technology
A STRONG ECOSYSTEM OF COMMERCIAL AND STRATEGIC PARTNERS
37
Regional Strategic Partners
Source: Rocket Internet, Delta Partners
1 As of 2013
2 As of 15 May 2014
3 As of 2012
Became strategic investor in Lazada
Provides online shopping in e.g. Thailand and Malaysia
Strengthening its eCommerce capabilities while reining in spending on store expansion
Revenues
Market Cap
€77.8 Bn(1)
€29.3 Bn(2)
12 markets
530,000
employees
75 MM
shopping trips/
week
€9.6 Bn(1)
€28.7 Bn(2)
Connecting
more than 204
MM people
> 22 countries
across Africa
and the Middle
East
27,000
employees
€9.7 Bn(1)
€19.9 Bn(2)
38% of
revenues
generated in
emerging
markets
> 120 countries
35,000
employees
€3.8 Bn(1)
€7.4 Bn(2)
>51.6 million
mobile
subscribers
>3.0 million
homes passed
>7.3 million
MFS customers
€11.1 Bn(3)
Outlets in 18
countries
4,346 stores
83,826
employees
€0.2 Bn(1)
€7,861 MM(2)
> 50 significant
stake
investments
> 80 countries
> 90,000
employees
€6.8 Bn(1)
€9.4 Bn(2)
Customer base
of > 96 MM
Focus on
Middle East &
North Africa &
Asia Pacific
Key Facts &
Figures
Technology
BUNDLING OF PURCHASING POWER AND VOLUME ACROSS PORTFOLIO PROVIDES
NASCENT AND MATURE ROCKET COMPANIES WITH IMPROVED COMMERCIAL TERMS
38
Pricing
Extended payment terms
Maximum flexibility
Improved service level
Preferred access
+ 50 other partners
+
Global Framework Agreements
Technology
39
OUR DYNAMIC PORTFOLIO PIPELINE
Unparalled experience in scaling
world-class Internet businesses
Deep technical and operational
expertise
Highly structured / best
practices
Centralized IP with
regional execution
Founding 3-6 new
ventures on average p.a.
Consistent returns across
portfolio vintages
Predictable and repeatable
Partnerships and framework
agreements
Provision of shared services to
jump start new businesses
1
24
3
New Venture
New Venture
New Venture
New Venture
New Venture
New Venture
New Venture
New Venture
New Venture
New Venture
New Venture
ROCKET INTERNET WILL CONTINUE TO SCALE BUSINESS MODELS GLOBALLY
ACROSS ITS KEY SECTORS AND REGIONS
40
Marketplace Financial TechnologyeCommerce
Russia
Asia Pacific
Latin America
Middle East &
Africa
Europe
New Venture
New Venture
New Venture
New Venture
New Venture
New Venture
New Venture
New Venture
New Venture
New Venture
New Venture
New Venture
New Venture
New Venture
New Venture
New Venture
New Venture
New Venture
New Venture
New Venture
New Venture
New Venture
New Venture
New Venture
New Venture
New Venture
New Venture
New Venture
New Venture
New Venture
New Venture
New Venture
New Venture
New Venture
New Venture
New Venture
New Venture
New Venture
New Venture
New Venture
New Venture
New Venture
New Venture
New Venture
New Venture
New Venture
New Venture
New Venture
New Venture
New Venture
New Venture
New Venture
New Venture
New Venture
New Venture
New Venture
New Venture
New Venture
New Venture
New Venture
New Venture
New Venture
New Venture
New Venture
New Venture New Venture
New Venture
New Venture
New Venture New Venture
New Venture
New Venture
New Venture New Venture
New Venture
New VentureNew Venture
New Venture New Venture New Venture
New Venture New Venture New Venture
New Venture New Venture New Venture
New Venture New Venture New Venture
New Venture New Venture New Venture
New Venture
New Venture
New Venture
New Venture
Portfolio
Pipeline
New Venture
New Venture
New Venture New Venture
New Venture
New Venture
New Venture
New Venture
New Venture New Venture New Venture
New Venture
New Venture
New Venture
Note: Above venture list is not comprehensive.
Why Invest in Rocket Internet?
WE HAVE THE PEOPLE, PROCESSES, PLATFORM AND PIPELINE
TO CREATE MASSIVE VALUE
41
Addressing a Massive and Fast Growing Market Opportunity
Ability to Reach Over 1 Billion Internet and Over 3 Billion Mobile Users Across the World
Well Positioned to Capture Increasing Consumer Spend in Emerging Markets
Successful Blueprint for Creating, Building and Scaling Companies Rapidly
Global Execution Capabilities Paired With Regional Expertise Driving Repeatable Success
Strong Ecosystem of Strategic Partners Across the World
Disciplined KPI Driven Approach to Deploying Capital Efficiently
Proven Track Record of Successful Exits Generating Attractive Returns for Investors
Experienced, Committed and Extremely Passionate Leadership Team
42
www.rocket-internet.com
investors@rocket-internet.com
Apply today at Rocket Internet for jobs in over 100 countries:
jobs@rocket-internet.com
www.rocket-internet.com/jobs

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Rocket Internet Overview 2014

  • 1. Identifying, Building and Scaling Market Leading Online Companies Kinnevik Capital Markets Day 2014 STRICTLY CONFIDENTIAL
  • 2. DISCLAIMER The information contained in this presentation is public information only, but it does not necessarily represent all information related to the issues discussed or presented herein, or all views of the company. The information has been researched by the company with due care and all and any evaluations or assessments stated herein represent the company’s opinions. We advise you that some of the available information has been independently verified and may be based on statements by third persons, but no representation or warranty, expressed or implied, is made as to, and no reliance should be placed on, the fairness, accuracy, completeness or correctness of this information or opinions contained herein. Certain statements contained herein may be statements of future expectations and other forward-looking statements that are based on our current personal views and assumptions and involve known and unknown risks and uncertainties that may cause actual results, performance or events to differ materially from those expressed or implied in such statements. None of our team shall assume any liability whatsoever (in negligence or otherwise) for any loss or unrealized profit whatsoever arising from any use of this presentation or the statements contained herein as regards unverified third person statements, any statements of future expectations and other forward-looking statements, or the fairness, accuracy, completeness or correctness of statements contained in the presentation, or otherwise made in connection with this presentation. This presentation does not constitute an offer or invitation to purchase or subscribe for any investment and neither this presentation nor any part of it shall form the basis of or be relied upon in connection with the entering into any commitment or contract whatsoever, and is solely intended to communicate information regarding the company, its business track-records and team members. No one should base their investment decisions on this presentation but should form their personal opinions on the basis of further available information and evaluations and assumptions. In addition, any prospective investor should consult its own attorney and business advisor as to the legal, business, and tax and related matters concerning any investment decision. 2
  • 3. INTRODUCTION PRESENTING TEAM 3 Oliver Samwer Founder Co-founded Alando.de (exit to ebay), Jamba! (exit to VeriSign) and CityDeal (merged with Groupon and later IPO) MBA from WHU Dr. Johannes Bruder CPO Previously with Google PhD in Economics from University of Hamburg and Master in Economics from University of St. Andrews Peter Kimpel CFO Previously Managing Director and Partner at Goldman Sachs International MBA from WHU Christian Hardenberg CTO Previously with BCG and Metaversum Master in Business Administration and Electrical Engineering from Technical University of Berlin Alexander Kudlich Managing Director Previously with Axel Springer AG Master in Finance from University of St. Gallen (HSG), MA in Philosophy from UCL and MBA from ESMT 3
  • 4. 4 THE ROCKET MISSION TO CREATE THE WORLD’S LARGEST INTERNET PLATFORM OUTSIDE OF CHINA AND THE US
  • 5. ROCKETS GLOBAL REACH AT A GLANCE 5 Rocket Ventures are active in more than 100 countries
  • 6. 6 WE FOCUS ON FIVE KEY REGIONS… Russia Latin America Europe Middle East & Africa Asia & Pacific Note: Above venture maps are not comprehensive
  • 7. ... AND THREE KEY SECTORS 7 Marketplaces Financial TechnologyeCommerce ......... Note: Above venture list is not comprehensive.
  • 8. Rocket Internet Regions 78% USA & China 22% Rocket Internet Regions 65% USA & China 35% OUR GLOBAL REACH COVERS THE LARGEST INTERNET AND MOBILE AUDIENCE 8 # of Global Internet Users: 2.6 Bn Rocket Internet Regions 78% # of Global Unique Mobile Users: 4.5 Bn Rocket Internet Regions 65% Source: IDC, Euromonitor, WCIS (Year 2013 Data)
  • 9. ROCKET’S LOCAL FOOTPRINT INCLUDES 9 OF FACEBOOK’S TOP 10 USER CITIES Via Smartphones People Are Able to Access Facebook Everywhere in the World - Top 10 Cities on Facebook 9 # City Country Active Proven Winners Users (MM) 1. Bangkok Thailand 8.7 2. Jakarta Indonesia 7.4 3. Istanbul Turkey 7.0 4. London United Kingdom 6.1 5. Bogota Colombia 6.1 6. Sao Paulo Brazil 5.7 7. Mexico City Mexico 4.3 8. Santiago Chile 4.1 9. Mumbai India 3.7 10. Buenos Aires Argentina 3.5 Source: Socialbakers.com as of 15 May 2014
  • 10. ROCKET REACHES THE FASTEST GROWING GLOBAL MARKETS 10 Target Countries / Regions of Operations of Rocket InternetShare of Global Users Latin America Smartphone User Growth(1): 27.6% 9% 14% 11% 12% Population (Share of Global) Internet Users (Share of Global) Social Media Users (Share of Global) Mobile Subscriptions (Share of Global) North America Smartphone User Growth(1): 9.9% 5% 11% 11% 5% 54 MM 180 MM 92 MM 24 MM Western Europe Smartphone User Growth(1): 16.5% 6% 10% 13% 8% 36 MM 28 MM 30 MM Central and Eastern Europe Smartphone User Growth(1): 21.0% 5% 6% 7% 7% 9 MM 8 MM Middle East & Africa Smartphone User Growth(1): 28.6% 20% 8% 12% 16% 12 MM 11 MM Asia (ex East Asia) Smartphone User Growth(1): 38.8% 34% 16% 15% 31% 14 MM 102 MM 16 MM 66 MM 13MM Oceania Smartphone User Growth(1): 8.1% 1% 1% 1% 1% East Asia Smartphone User Growth(1): 15.5% 22% 37% 30% 22% Registered Users Source: Global Social, Digital & Mobile Statistics, Jan 2014 1Growth for 2013-2016
  • 11. ROCKET INTERNET’S MACRO-ECONOMIC MARKET OPPORTUNITY 11 Source: Capital IQ (Market Cap Stats), Intl. Monetary Fund (GDP Stats) 1 Based on Internet market cap Capital IQ data April 26th, 2014 (adjusted for non-US proportion of revenues assuming proportionate contribution to market cap) 2 Including rumoured valuation of Alibaba of ca. $153 Bn as per Bloomberg 3 Based on Rocket Internet Target Countries 9.2 Tn Total GDP China (2013, in Current US$) 0.4 Tn1 Total Market Cap Public CN-Internet (Apr 2014)2 16.8 Tn Total GDP USA (2013, in Current US$) 0.7 Tn1 Total Market Cap Public US-Internet (Apr 2014) >25x Value Ratio GDP/ Market Cap >23x Value Ratio GDP/ Market Cap The US Internet Opportunity The China Internet Opportunity 41.3 Tn Total GDP Rocket Target Countries (Current US$) 1.6 - 1.8 Tn(1) Public Market Cap Potential (est. Range Based on US/China GDP/Market Cap Ratios) The Rocket Internet Opportunity2,3
  • 12. 12 HOW WE IDENTIFY, BUILD & SCALE MARKET LEADING INTERNET BUSINESSES Unparalleled experience in scaling world-class Internet businesses Deep technical and operational expertise Highly structured / best practices Centralized IP with regional execution Founding 3-6 new ventures on average p.a. Consistent returns across portfolio vintages Predictable and repeatable Partnerships and framework agreements Provision of shared services to jump start new businesses 1 24 3
  • 13. 13 OUR INFRASTRUCTURE Unparalleled experience in scaling world-class Internet businesses Deep technical and operational expertise Highly structured / best practices Centralized IP with regional execution Founding 3-6 new ventures on average p.a. Consistent returns across portfolio vintages Predictable and repeatable Partnerships and framework agreements Provision of shared services to jump start new businesses 1 24 3
  • 14. WE HAVE MORE THAN 15.000 PEOPLE ON THE GROUND 14 2500+ 2500+ 4000+ 2500+ 4000+ Infrastructure
  • 15. ROCKET‘S TEAM FUNCTIONAL EXPERTS, REGIONAL LEADERS & ENTREPRENEURS 15 Rocket Internet‘s organization consists of three parts: Our people are organized around the portfolio of companies, the regions and the core functions Regional LeadersFunctional Experts Tech Marketing Product CRM BI Biz Dev Operations Finance PR HR Legal Security eCommerce Market- places Financial Technology Entrepreneurs Infrastructure Note: Above list of ventures is not comprehensive.
  • 16. ROCKET’S TEAM OF FUNCTIONAL EXPERTS OFFERS UNPARALLELED EXPERTISE AND HANDS-ON EXPERIENCE IN COMPANY BUILDING - EXAMPLES 16 Jacob Bro Product Design of 50+ Rocket web and mobile apps Jacob Bro Product Design of 50+ Rocket web and mobile apps Jacob Bro Product Design of 50+ Rocket web and mobile apps Arthur Gerigk Marketing 337.000.000+ keywords in search engine advertising Arthur Gerigk Marketing 337.000.000+ keywords in search engine advertising Arthur Gerigk Marketing 337.000.000+ keywords in search engine advertising Patrick Fink BI Developed 20+ custom Data Warehouse solutions Patrick Fink BI Developed 20+ custom Data Warehouse solutions Patrick Fink BI Developed 20+ custom Data Warehouse solutions Ferdinand Kalm Operations Deployed Rocket’s logistics platform at 30+ ventures Ferdinand Kalm Operations Deployed Rocket’s logistics platform at 30+ ventures Ferdinand Kalm Operations Deployed Rocket’s logistics platform at 30+ ventures Ronny Rentner Tech Launched 50+ Rocket eCom web shops in 30+ countries Ronny Rentner Tech Launched 50+ Rocket eCom web shops in 30+ countries Ronny Rentner Tech Launched 50+ Rocket eCom web shops in 30+ countries Gian-Luca Varisco Security Defended Rocket ventures against 20+ security attacks Gian-Luca Varisco Security Defended Rocket ventures against 20+ security attacks Gian-Luca Varisco Security Defended Rocket ventures against 20+ security attacks Felix Haberland Tech Tech leadership for 10+ Rocket ventures Felix Haberland Tech Tech leadership for 10+ Rocket ventures Felix Haberland Tech Tech leadership for 10+ Rocket ventures Christian Hardenberg Tech Leads global community of 40+ Rocket CTOs Christian Hardenberg Tech Leads global community of 40+ Rocket CTOs Christian Hardenberg Tech Leads global community of 40+ Rocket CTOs Tech Marketing Product CRM BI Biz Dev Ops Finance PR HR Legal Security Infrastructure
  • 17. OUR REGIONAL LEADERSHIP TEAMS HAVE LAUNCHED COMPANIES ACROSS >100 COUNTRIES 17 Kiren Tanna Co-CEO Asia McKinsey Indian Institute of Management Koen Thijssen Co-CEO Pacific Deutsche Bank Lehman Brothers London School of Economics Heavent Malhotra Co-CEO India McKinsey IIM Ahmedabad IIT Delhi Rodrigo Sampaio Co-CEO Latin America Novo Nordisk McKinsey Harvard Business School Eduardo Goes Co-CEO Latin America Novo Nordisk Stratus PE Stanford University Jeremy Hodara Co-CEO Africa McKinsey HEC Business School Sacha Poignonnec Co-CEO Africa McKinsey A. Andersen EDHEC Business School Dr. Eyad Alkassar Co-CEO Middle East Rocket Internet Saarland University Husain Mishergi Co-CEO Middle East Yemeksepeti Google University of California/Berkeley Dr. J. Bruder Co-CEO Europe & Russia Google University of Hamburg University of St. Andrews Alexander Kudlich Co-CEO Europe & Russia Zanox Axel Springer University of St. Gallen Latin America Europe & Russia Asia Pacific Middle East & Africa Infrastructure
  • 18. ECOMMERCE MARKETPLACES FINANCIAL TECHNOLOGY MEET SOME OF THE CO-FOUNDERS WHO LEAD OUR VENTURES TO SUCCESS 18 Infrastructure Note: Above venture list is not comprehensive.
  • 19. 19 OUR UNIQUE EXECUTION PROCESSES Unparalleled experience in scaling world-class Internet businesses Deep technical and operational expertise Highly structured / best practices Centralized IP with regional execution Founding 3-6 new ventures on average p.a. Consistent returns across portfolio vintages Predictable and repeatable Partnerships and framework agreements Provision of shared services to jump start new businesses 1 24 3
  • 20. Execution Financing ROCKET INTERNET‘S COMPANY BUILDING PROCESS MITIGATES FOUR KEY RISKS IN VENTURE BUILDING 20 3 4 Business Model Team Clear criteria in selecting business models High quality management teams from first class backgrounds $2B+ in total funding through close partnerships with… We build companies, grow & optimize them along their lifecycle and implement proprietary technologies Implementing proprietary technologies eCommerce Platform Marketplace Platform Fin Tech Platform Building companies Company set-up Centralized core functions Regional entrepreneurs Sector Specialists HNWIs Strategics Institutional Investors Creating value while mitigating 4 key risks across the fastest growing markets in the world Significant market Min. $1B market size and $100M revenue potential Proven replicable business model Successful role-model to avoid risk of customer acceptance Window of opportunity Low competition in targeted markets 1 2 Optimization & Benchmarking Data driven, high-resolution continuous monitoring & benchmarking Health checks & best practice sharing Process
  • 21. EARLY DAYS OF EXECUTION: FROM IDEA TO GLOBAL ROLLOUT 21 Rocket Employs a Low Risk Investment Approach Through Diligent Selection of Business Model, Target Market and Management Team Identification of suitable models by central scouting team and regional satellites Discussion based on initial assessment of model In case of positive conclusion, more detailed analysis incl. competitive landscape by relevant region Identification of test country and development of pilot if sentiment still predominately positive Post successful 2-3 months test period, global roll-out Structured Selection Process Process
  • 22. HOW DO WE INTERNATIONALIZE COMPANIES? PROVE – TRANSFER – GROW 22 Successful Expansion and Execution Speed Backed by Regional Strength and Functional Expertise of the Platform TRANSFER to Underserved, High-Growth Emerging Markets and GROW as Fast as Possible to Become Market Leader PROVE Concept and Model in Europe Process
  • 23. COMPANY BUILDING AT ROCKET FOLLOWS A HIGHLY STANDARDIZED PROCESS, UNLOCKING LEARNING CURVE ADVANTAGES AND SYNERGIES ACROSS THE PORTFOLIO 23 Capability to Launch a New Venture in < 100 Days Ventures Operationally Independent in < 200 Days Day 0 Day 100 Day 200 INDEPENDENCESet up Rocket Best Practices Reporting & OptimizationKICKOFF LAUNCH 23 MVP web & apps Data-Warehouse CRM tools Marketing channels Legal & Finance Legal entities, brand & domains, accounting Daily, weekly and monthly KPI reporting for Marketing, CRM, Sales, Customer Care, Ops etc. Financial reporting & controlling, compliance Increasing Net Promoter Scores Engineering Product & UX CENTRALLOCAL Marketing CRM Business Intelligence Operations Sales Customer Care Call center and local support Design Website & Apps Iteration of product, agile development focusing on stability, security and speed Targeting, creative, bidding, with maximum granularity (eg keyword level) and optimization of CAC vs. CLV Segmentation, lifecycle management, content, automatization Sales and Business Development processes Focusing on daily management of sales and business development funnel in SalesForce Rocket Operations Management Systems Improving efficiency in operations Landing pages, onsite search, onsite sorting, personalization, multivariate testing HR Continuous recruiting of central and local founders, 2nd level management talent and functional experts Process
  • 24. ROCKET VENTURES START FROM DAY ONE WITH HIGH-RESOLUTION REPORTING ACROSS ALL BUSINESS FUNCTIONS, FACILITATING SYSTEMATIC OPTIMIZATION 24 Marketing Tools Onsite Analytics Sales Tools CRM Tools Other data sources Backend Systems • Orders • New Customers • … • Impressions & Clicks • Costs • … • Visits with origin • Onsite conversions • ... • Biz dev data & funnel • Supplier base • … • Contacts with origin • Costs • … • App downloads • Operations, ERP etc. • … REPORTS Daily Weekly Monthly Marketing Onsite CRM Mobile Apps SEO … Reporting Input: Key Metrics pulled automatically from venture and third party systems Output: Automated KPI Reporting and benchmarking across all ventures and functions Data Warehouse for each Venture Process
  • 25. Impact (April 2014) REV COST CAC • Efficiency increased significantly: CAC on avg. -20%, while revenue was increased and cost were decreased • Overall ~100% more revenue while returning to higher initial efficiency from February SEM Mar to Apr (Feb indexed to 100) Cost Mar Apr MoM Country A 113 97 -14% Country B 164 153 -6% Country C 162 162 0% Country D 170 121 -29% Revenue Mar Apr MoM Country A 182 188 3% Country B 168 170 1% Country C 178 235 32% Country D 108 94 -13% CAC Mar Apr MoM Country A 106 82 -22% Country B 101 94 -8% Country C 144 110 -23% Country D 147 119 -19% Solution • Efficiency Attack: Rocket supported venture to optimize efficiency with 3 key measures Rocket Search Engine Marketing expert on the ground at venture from beginning of April Restructuring of SEM to focus more on specific search queries (eg “shoes” -> “red Nike sneakers”) Roll out of Rocket tool (“Romeo”) that automatically optimizes targeting for Search Engine Marketing + + Source: Rocket Online Marketing Reporting 25 EXAMPLES FOR DATA-DRIVEN OPTIMIZATION (1/2) ONLINE MARKETING Process Problem (March 2014) COST • Increase of customer acquisition cost (CAC) in Search Engine Marketing (SEM) channel by ~20% relative to February • Cause: Venture increased investment into SEM REV CAC SEM Feb to Mar (Feb indexed to 100) Cost Feb Mar MoM Country A 100 113 13% Country B 100 164 64% Country C 100 162 62% Country D 100 170 70% Revenue Feb Mar MoM Country A 100 182 82% Country B 100 168 68% Country C 100 178 78% Country D 100 108 8% CAC Feb Mar MoM Country A 100 106 6% Country B 100 101 1% Country C 100 144 44% Country D 100 147 47%
  • 26. Impact (November 2013) • One month later load times of all ventures were pushed below critical threshold of 8 seconds • On average page load time decreased by 30%, maximum improvement of 5 seconds (!) Nov 13 Venture Page Speed in seconds Venture 1 3,5 Venture 2 3,6 Venture 3 4,2 Venture 4 4,2 Venture 5 4,6 Venture 6 5,0 Venture 7 5,0 Venture 8 6,1 Venture 9 7,3 Venture 10 7,5 Venture 11 7,6 Venture 12 7,9 -30% Solution • Rocket experts and venture team immediately developed an action plan to get page load time below 8 seconds within 4 weeks • More than 30 changes to the venture’s website and content management processes were proposed • All changes were implemented by ventures in 2 weeks 0,0 5,0 10,0 15,0 CW40 CW42 CW44 CW46 CW48 CW50 CW52 CW2 CW4 Page Load Time of Venture 12 (seconds) Implementation starts EXAMPLES FOR DATA-DRIVEN OPTIMIZATION (2/2) USER EXPERIENCE Problem (October 2013) • Ventures exceeded the critical Rocket threshold of 8 seconds • Cause: „heavy“ website (not because of last mile!) • Problem: „1 second longer page load time means 9% lower conversion“ Source: New Relic Real User Monitoring Process 26 Oct 13 Venture Page Speed in seconds Venture 1 2,9 Venture 2 4,0 Venture 3 4,3 Venture 4 4,9 Venture 5 5,0 Venture 6 5,0 Venture 7 5,2 Venture 8 6,8 Venture 9 8,9 Venture 10 9,0 Venture 11 9,6 Venture 12 12,9
  • 27. EXAMPLE LAUNCHING HELPLING IN 80 DAYS 1 10 20 30 40 50 60 70 80 90 100 110 120 130 140 150 Jan 10: Decision to launch Helpling Jan 20: Founders join Feb 18: Head of Operations joins Mar 29: LIVE in Berlin Mar 30: First apartment in Berlin cleaned Apr 10: LIVE in Hamburg, Munich & Cologne Apr 30: LIVE in Düsseldorf, Frankfurt & Stuttgart Jan 30: Development of website starts Days 27 LAUNCH Process May 21: LIVE in Austria
  • 28. 28 TECHNOLOGY AT ROCKET Unparalleled experience in scaling world-class Internet businesses Deep technical and operational expertise Highly structured / best practices Centralized IP with regional execution Founding 3-6 new ventures on average p.a. Consistent returns across portfolio vintages Predictable and repeatable Partnerships and framework agreements Provision of shared services to jump start new businesses 1 24 3
  • 29. KEY PRINCIPLES FOR BUILDING TECHNOLOGY AT ROCKET 29 Technology Stability Without single points of failure (<10 min downtime per month) Scalability Architecture build to run globally and scale to millions of users Speed Optimized for very fast user response times under high traffic (>10k concurrent users) Security Central security policies and best practice implemented from the start
  • 30. PROPRIETARY WORLD-CLASS TECHNOLOGY PLATFORMS FOR OUR THREE FOCUS SECTORS 30 eCommerce Platform Fintech PlatformMarketplace Platform Used by all Rocket eCommerce shops Live with +50 websites/apps Fully featured eCommerce Suite including Marketplace, Warehouse Management, Mobile Apps Powering Rocket’s classifieds ventures Live with +50 websites Omni-channel API for Mobile Apps Powering Rocket’s financial technology ventures Lendico and Zencap Live with 10 websites Scoring APIs: integrated connectors to many international scoring service providers Fast & Efficient New countries can be setup within days at low cost Simple & Extendable Technologies allow ventures to maintain and extend their platform independently Shared Platform Knowledge Exchange of best practices between Rocket CTOs world- wide 100% Ownership Full control over our core technology, no dependency on external vendors Technology FRONTEND BACKEND MOBILE APPS FRONTEND BACKEND MOBILE APPS FRONTEND BACKEND MOBILE APPS
  • 31. CORE PLATFORM IS INTEGRATED WITH BOTH PROPRIETARY EXTENSION AND EXTERNAL SOLUTIONS OF OUR PARTNERS 31 Technology FRONTEND BACKEND MOBILE APPS Catalog Order Management Customer Service Content Management PROPRIETARY CORE PLATFORM Warehouse Management Data Warehouse Payment Integration Campaign Management Fleet Management PROPRIETARY MODULES Marketing Controlling PLATFORM PARTNERS
  • 32. ALL VENTURS FOLLOW STANDARD SET OF PROVEN OPERATION PRINCIPLES 32 Technology Tech-Lead Product- Manager 3-6 Developers QA Engineer System Engineer STANDARD TEAM SETUP1 PROVEN TOOLSET2 KANBAN DEVELOPMENT SYSTEM3 AUTOMATED TESTS AND RELEASES4
  • 33. OUR GOAL IS TO FIND AND EMPOWER TOP LOCAL TEAMS. WE ARE DEEPLY INVOLVED IN RECRUITING, TRAINING AND MONITORING 33 Rocket Internet’s size and network attracts best talent Dedicated in-house tech recruiters Worldwide search, interview and test process • 240 engineers hired in the last 2 years Technology INDEPENDENCEKICKOFF LAUNCH PERFORMANCE Real-time calculation of system health based on hundreds of KPIs for all ventures 24/7 team centrally monitors health level Strong focus on page performance and security Monitoring • 253 sites monitored • 24 different monitoring services integrated • 28 tech teams work with Rocket platforms Onsite training for all teams Clearly defined hand-over milestones Formal license agreements with full IP ownership and full freedom to adapt code EmpowermentTeam Building
  • 34. THE SCALE OF ROCKET’S PLATFORM 34 104Countries live in May 2014 380.000.000 Mails send to customers of Rocket ventures in March 2014 4.712.000.000Total visits to websites of Rocket ventures since January 2011 337.000.000 Keywords covered globally by Rocket search engine advertising 44.000.000 Total Fans of Rocket ventures on Facebook, more than Apple & Nike combined 9xMore Google Searches in Indonesia for “Lazada” vs. “Apple” Source: Adwords (w/o Westwing & Home 24), Google Keyword Tool, FB, Google Analytics Rocket CRM systems, April 2014 Technology
  • 35. 4BN+ TOTAL VISITS TO ROCKET VENTURES SINCE 2011… Monthly Visits at Rocket Ventures 0 50.000.000 100.000.000 150.000.000 200.000.000 250.000.000 300.000.000 2011/01 2011/04 2011/07 2011/10 2012/01 2012/04 2012/07 2012/10 2013/01 2013/04 2013/07 2013/10 2014/01 2014/04 2.331.000.000 2011 2012 2013 Q12014 1.253.000.000118.000.000 Total visits Total visits Total visits Source: Rocket Internet 35 Technology
  • 36. … AND LAUNCHES OF UP TO 16 NEW COUNTRY WEBSITES PER MONTH Monthly Launches of Country Websites Source: Rocket Internet 36 2 0 1 2 0 0 1 5 4 5 7 4 9 2 14 10 7 6 4 4 5 3 11 3 2 4 4 4 2 6 9 11 10 5 8 5 13 14 16 2011 2012 2013 Q12014 Technology
  • 37. A STRONG ECOSYSTEM OF COMMERCIAL AND STRATEGIC PARTNERS 37 Regional Strategic Partners Source: Rocket Internet, Delta Partners 1 As of 2013 2 As of 15 May 2014 3 As of 2012 Became strategic investor in Lazada Provides online shopping in e.g. Thailand and Malaysia Strengthening its eCommerce capabilities while reining in spending on store expansion Revenues Market Cap €77.8 Bn(1) €29.3 Bn(2) 12 markets 530,000 employees 75 MM shopping trips/ week €9.6 Bn(1) €28.7 Bn(2) Connecting more than 204 MM people > 22 countries across Africa and the Middle East 27,000 employees €9.7 Bn(1) €19.9 Bn(2) 38% of revenues generated in emerging markets > 120 countries 35,000 employees €3.8 Bn(1) €7.4 Bn(2) >51.6 million mobile subscribers >3.0 million homes passed >7.3 million MFS customers €11.1 Bn(3) Outlets in 18 countries 4,346 stores 83,826 employees €0.2 Bn(1) €7,861 MM(2) > 50 significant stake investments > 80 countries > 90,000 employees €6.8 Bn(1) €9.4 Bn(2) Customer base of > 96 MM Focus on Middle East & North Africa & Asia Pacific Key Facts & Figures Technology
  • 38. BUNDLING OF PURCHASING POWER AND VOLUME ACROSS PORTFOLIO PROVIDES NASCENT AND MATURE ROCKET COMPANIES WITH IMPROVED COMMERCIAL TERMS 38 Pricing Extended payment terms Maximum flexibility Improved service level Preferred access + 50 other partners + Global Framework Agreements Technology
  • 39. 39 OUR DYNAMIC PORTFOLIO PIPELINE Unparalled experience in scaling world-class Internet businesses Deep technical and operational expertise Highly structured / best practices Centralized IP with regional execution Founding 3-6 new ventures on average p.a. Consistent returns across portfolio vintages Predictable and repeatable Partnerships and framework agreements Provision of shared services to jump start new businesses 1 24 3
  • 40. New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture ROCKET INTERNET WILL CONTINUE TO SCALE BUSINESS MODELS GLOBALLY ACROSS ITS KEY SECTORS AND REGIONS 40 Marketplace Financial TechnologyeCommerce Russia Asia Pacific Latin America Middle East & Africa Europe New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New VentureNew Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture Portfolio Pipeline New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture New Venture Note: Above venture list is not comprehensive.
  • 41. Why Invest in Rocket Internet? WE HAVE THE PEOPLE, PROCESSES, PLATFORM AND PIPELINE TO CREATE MASSIVE VALUE 41 Addressing a Massive and Fast Growing Market Opportunity Ability to Reach Over 1 Billion Internet and Over 3 Billion Mobile Users Across the World Well Positioned to Capture Increasing Consumer Spend in Emerging Markets Successful Blueprint for Creating, Building and Scaling Companies Rapidly Global Execution Capabilities Paired With Regional Expertise Driving Repeatable Success Strong Ecosystem of Strategic Partners Across the World Disciplined KPI Driven Approach to Deploying Capital Efficiently Proven Track Record of Successful Exits Generating Attractive Returns for Investors Experienced, Committed and Extremely Passionate Leadership Team
  • 42. 42 www.rocket-internet.com investors@rocket-internet.com Apply today at Rocket Internet for jobs in over 100 countries: jobs@rocket-internet.com www.rocket-internet.com/jobs