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Apimetrics Investor Introduction
- 2. Summary
APIs are an integral part of every web service & mobile app
• APImetrics provides a complete web based system for
monitoring and measuring API performance, allowing
developers and enterprises to tailor their apps and products
accordingly
• Self funded beta product launched September 2013 providing
public testing of 50 common APIs
• Lead enterprise client closed and generating monthly revenue
• We are seeking $2M in funding to accelerate our growth and
lock in our leading position
© 2013 APImetrics, Inc. All Rights Reserved. Confidential.
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www.apimetrics.io
- 3. APIs are a major driver of growth…
. . . and demand for APIs has created opportunities for new ventures and
investors in API management, but not in monitoring
• Apigee: Launched 2009 - $35M F Round August 2013
• Mashery: Launched 2007 - Acquired by Intel: April 2013 $180 million
• Layer 7: Launched 2002 – Acquired by CA: May 2013 $155 million
© 2013 APImetrics, Inc. All Rights Reserved. Confidential.
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- 4. API Performance is highly variable
• Slow responding APIs impact user
experience
• Apps get blamed for 3rd party
performance issues
• APIs run with persistent error rates
• No complete third-party functional API
testing available
• API ping tests or one-off tests don‟t
provide necessary coverage or deliver
trend data and can‟t handle multi-part
API calls
APImetrics is a complete end-to-end third-party service for API
performance monitoring and alerts
© 2013 APImetrics, Inc. All Rights Reserved. Confidential.
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www.apimetrics.io
- 5. Our Solution
Developers
APImetrics Cloud Service
Free product
Crowd
sourcing of
APIs
Test Editor
-
Premium
service
Own user
accounts
Custom Reports
Test Manager
API Providers
-
Public and
private
performance
dashboards
GUI API Wizard
© 2013 APImetrics, Inc. All Rights Reserved. Confidential.
Custom Skins
Enterprises
Web Interface
-
APImetrics Front End
Scheduling
Engine
Auth Manager
Reporting Tool
Cloud Datastore
Test Scheduler
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www.apimetrics.io
- 6. How we make money
Free / Community
• Free service for
developers and
others
• Access to historical
public data
• Option to create
tests to share with
the community
Monthly Fees
Monthly recurring
revenues at 3 years
© 2013 APImetrics, Inc. All Rights Reserved. Confidential.
SaaS / Premium
Users
Enterprise
• Private tests with
results and stats
• Configuration tools
to allow for private
API access
• Limits on API
numbers and
frequency of calls
• UI customization
and user account
controls
• Private and public
reporting APIs
• Maximum possible
API calls and
frequency of calls
$25
$250
$300,000
6
$2,500 and up
$1,300,000
www.apimetrics.io
- 7. How we see our market share
Users
Assumptions
Sign Up Rate for free from marketing reach
Conversion Rate to premium
Non Renewal Rate Assumption per year
1.3%
3%
20%
Target Market After 3 Years
Total Community Users
Tier 1 Users
Tier 2 Users
Enterprise Users
© 2013 APImetrics, Inc. All Rights Reserved. Confidential.
128,000
3,800
114
406
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www.apimetrics.io
- 8. Competitor Analysis –
How we measure up
Competitors
API Management
o Apigee
o Mashery (Intel)
o Layer 7 (CA)
API Test Services
o Runscope
o TheRightAPI
Limitations
o “Foxes guarding the
hen house”
o Need for
independent API
montoring
o Potential partner
channel
o No test scheduling
o Not designed for
feedback and external
reporting
o Easy to differentiate
services
o Set up for DNS and
ping tests
o New Relic
o Comscore
o Not geared up for
o Pingdom
o AppDynamics
actual througput API
o Nimsoft (CA)
calls
Web and App Monitoring
© 2013 APImetrics, Inc. All Rights Reserved. Confidential.
Potential Upside
8
o Potential sales
channel or target
for acquisition
www.apimetrics.io
- 9. Reaching clients –
Sales and Marketing Strategy
Web Focus / SaaS
o Current Activity
o SaaS free trial
o Public data tweeted
and spread through
viral reports
o This quarter
o Tech and developerfocused media
o Test tool used for auto
prospecting
Channels
o API enablers:
o
o Layer7*
Mashery*
o Web/App monitoring:
o New
o Geckoboard
o RightScale
Relic*
o BaaS Providers:
o Currently reaching out
Enterprise
o API Consulting
Services
o Inside Radius*
o Enterprise Sales
o Current Clients
o AT&T
o Wide range of
prospects
o Tool configured for
automatic prospecting
Ongoing engagement
o Website with public results drives developer enagement
o API Wizard and tests community expands public coverage and value
© 2013 APImetrics, Inc. All Rights Reserved. Confidential.
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- 10. Huge range of potential clients across
many industries…
© 2013 APImetrics, Inc. All Rights Reserved. Confidential.
10
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- 11. Investment required to grow and
maintain dominance
Planned Roadmap
Q3 2013
Defending Our Market Position
• Trend graphing and improved
reporting
• Results export available via an API
Q4 2013
• Plug In Reporting for New Relic
and Geckoboard
• „Chained‟ multi-part API tests
H1 2014
• Feedback API for reporting API
issues back into apps and services
© 2013 APImetrics, Inc. All Rights Reserved. Confidential.
11
1. Public API performance data
drives users back to service
2. Community generates traffic
and user generated API tests
3. External reporting drives
premium adoption as a
trusted reporting service
4. Feedback API locks users
into APImetrics as an
essential part of any app
www.apimetrics.io
- 12. Team
David O‟Neill –
CEO
Nick Denny Engineering
• Startup veteran
including AYG‟s
Wireless Internet Lab
sold to Argogroup,
then to Mercury
Interactive
• Founder of Viafo,
providing API tools
• Sales and Business
development expert
delivering $10m+
solution deals globally
• Cross-platform software • Ex-Vodafone executive
specialist in mobile client
with a strong background
software and backend
in sales and marketing
server solutions
• Deep agency based
• API expert with extensive
marketing experience
experience working on
• Developer marketing
and talking about oAuth
specialist working with a
standards and systems
range of blue-chip clients
and API integration
on developer
engagement
© 2013 APImetrics, Inc. All Rights Reserved. Confidential.
12
Richard Hurring –
Co-Founder
www.apimetrics.io
- 13. Financials
Year 1
Headcount
Year 2
Year 3
Year 4
Year 5
22
29
31
35
37
# Web Users
7,257
56,869
127,222
219,909
349,432
# Paid Users
7
3,642
8,262
14,282
22,696
116
298
520
845
1,149
$1,574,150
$7,630,300
$17,053,000
$28,103,000
$42,930,900
$2,715
$28,516
$93,794
$160,928
$266,004
$2,637,829
$4,367,737
$5,456,954
$6,870,461
$8,014,794
Profit/Loss
($1,066,394)
$3,234,047
$11,502,252
$21,071,611
$34,650,102
Cashflow
($1,634,894)
$2,143,147
$10,124,402
$19,280,211
$32,452,352
Peak Cashflow
($1,800,596)
# Enterprise Users
Revenues
Cost of Goods
Costs
© 2013 APImetrics, Inc. All Rights Reserved. Confidential.
13
www.apimetrics.io
- 14. Recap
•
•
•
•
•
Cloud based performance measurement for APIs
V1 product complete and in market
Lead enterprise client signed
Trials with blue chip enterprise clients underway
Seeking $2m in Series A Funding to expand and grow
© 2013 APImetrics, Inc. All Rights Reserved. Confidential.
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www.apimetrics.io
- 15. David O‟Neill | +1 206 972 1140 | david@apimetrics.com
QUESTIONS
© 2013 APImetrics, Inc. All Rights Reserved. Confidential.
15
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