2012 online roadmap final v5

2012 Growing Online – David Wolfe

Online – objectives

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• Develop a new customer acquisition channel– High volume– Cost effective– Target demand against existing content

• Sell a standardized set of products online– Learn how to resale products– Sell online– Create content to support emerging search demand

• Improve key elements of the user experience

Online – objectives & key hypothesis Develop a new customer acquisition channel

– Acquisition hypothesis We can acquire visitors to our properties cost effectively– Market size hypothesis Meaningful online demand for our product exists– Activation hypothesis We can persuade visitors to trial our content products online

Sell a standardized set of products online‒ Revenue hypothesis We can persuade trialers to purchase products online‒ Retention hypothesis We can retain our online subscribers over time‒ Resale hypothesis We can sell our products to more than one individual

Improve key elements of the customer experience‒ Referral hypothesis We can persuade subscribers to refer others to use our products‒ Delight hypothesis We can provide an engaging experience to our users

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Online – validating hypothesis with metrics Develop a new customer acquisition channel

‒ Acquisition hypothesis # visits, eCPC‒ Market size hypothesis # of sources, size of source‒ Activation hypothesis visit/trial conversion rate, avg(trial length), # trialers

Sell a standardized set of products online‒ Revenue hypothesis trial/subscriber conversion rate, avg(revenue per subscriber), #

subscribers‒ Retention hypothesis avg(subscriber churn)‒ Resale hypothesis avg(# of subscribers per product)

Improve key elements of the customer experience‒ Referral hypothesis avg(# referrals per subscriber)‒ Delight hypothesis net promoter score

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Online – roadmap

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Focu

s

Q1 Q2 Q3 Q4

Obj

ectiv

esAp

proa

ch

Optimize & Grow New Distribution-Apps & Mobile

New Distribution- Partner Platform

Create Online

• Continue re-designing core features and functionality.

• Implement test frameworks. Recommendation Engine

• Impact all core metrics

• Distribute content & services via

• Open Social & FB applications

• Mobile experiences

• Create affiliate marketplace

• Syndicate content

• Affiliate/partner portal

• Redesign and enhance primary user experience

• Test SEM, FB, & LinkedIn as key traffic sources

• Identify & curate key content products

A/B testing framework

Price sensitivity testing framework

Recommendation engine

Referral tools

Personalized email campaigns (win back, upsell, new product, etc.)

XHTML/WAP application

IPhone Application

Open Social app(s)

FB app(s)

API

Partner/affiliate portal

Co-branded experience

Partner sign-up

Home Page

Event Stream

Trial experience & wizard

Company & Industry profiles

Delivery vehicle management

Purchase

Online – roadmap/hypothesis mapping

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New customer acquisition channel Sell standardized products Improve user exp

Acquisition Activation Revenue Retention Resale Referral Delight

Q1 – create online

Logged out website

Landing pages & initial trial exp

** acquisition marketing

Trial wizard Product discovery

Product discovery

Product discovery

Core stream experience

** acquisition marketing + SEO frame

Purchase, Delivery Pref

Delivery preferences

Core stream experience

Q2 - optimize

** acquisition marketing+ APIs

A/B testing frame-work

Price point A/B testing

Referral tools


** trial conversion testing

Upsell messaging system

Recommend engine

Recommend engine


** trial conversion testing+ Intelligent CRM

** price point testing

Multi-user account mgt, Win-back

Q3- apps & mobile

** acquisition marketing+ Open Social apps


Mobile web Mobile web



Mobile – native app



Online Customer Acquisition

Current client acquisition & content investment model

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Online client acquisition & content investment model

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Online/Direct Sales – Customer Lifecycle Comparison

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Online Demand DrivenSEM/SEO exposes our current coverage universe to interested searchers, funneling them to keyword-driven landing pages. Additionally, Google trends & insights exposes emerging demand for new content products (new coverage)

Acquire Customer for Free TrialBegin customer on time-limited free trial, no new companies/topics available – 0% cost trial model

Prove ValueRecommend additional products and automated monitoring of usage patterns. Present customer with milestones leading towards…

Get Payment InformationCustomer enters credit card payment information into site – self-service of their news stream

Maintain and Improve ValueUse brightwire.com to continue upselling user, provide value through content and recommendations

Brand and Lead DrivenHigh quality lead-driven clients from networks, channel

partnerships, etc. Focus on developing value proposition and branding

Acquire Customer for Free TrialBD can create highly-directed, customized trial coverage for

clients. Discovery is done through conversation and solution-building

Prove ValuePersistent monitoring of trial by BD, coverage quality

monitored by Operations. Coverage changes frequently. Begin discussing contract terms leading towards …

InvoiceContract negotiation concludes and often quarterly to

year-long contracts are executed

RelationshipContinue focusing on high-touch relationship through

Client Development team, upsell and improve directionality of coverage

Direct Sales Online

Online growth phases

1. Amortize existing content – Q1/Q2– Form “newswire” (21) products based upon existing high flow content opportunities. Sell

them online. Drive new traffic by purchasing associated key words– Sell existing company tickers (264) online. Drive new traffic by purchasing related keywords

2. Expand coverage universe – Q3/Q4– Identify top 10 searched for industry/region combinations we currently do not cover.

Modify GMA coverage. Sell them online. Drive traffic by purchasing relevant key words. – Identify top 100 searched for companies we do not currently cover. Modify GMA coverage.

Sell them online. Drive traffic by purchasing relevant key words.– Identify top 10 searched for financially focused topics we do not currently cover. Modify

GMA coverage. Sell them online. Drive traffic by purchasing relevant key words.

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Existing resalable newswire products (21)

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Newswire name Newsflow: Last 90 Days Newsflow: Daily Average

Europe 16,999 188.9 Asia Pacific 11,665 129.6 Finance 10,688 118.8 North America 9,100 101.1 Europe Finance 5,984 66.5 Materials & Natural Resources 5,557 61.7 Consumer 5,468 60.8 Technology 4,746 52.7 Latin America 4,230 47.0 Industrials 4,135 45.9 Energy & Utilities 4,098 45.5 Media & Telecom 3,263 36.3 Asia Pacific Finance 2,579 28.7 Middle-East & Africa 2,514 27.9 Asia Pacific Consumer 2,315 25.7 Europe Industrials 2,175 24.2 North America Finance 2,165 24.1 Europe Energy & Utilities 2,105 23.4 North America Technology 1,975 21.9 Asia Pacific Technology 1,939 21.5 Europe Consumer 1,815 20.2

Existing resalable company ticker products (264)

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Top 14 Companies (out of 264)

Dena Co. Ltd.

Gree, Inc.

Li & Fung Limited

Chaoda Modern Agriculture (Holdings) Limited

Evergrande Real Estate Group Limited

SINA Corporation

Youku.com Inc.

Tencent Holdings Limited

Cree, Inc.

Exxon Mobil Corporation

Mindray Medical International Limited

Yamada Denki Co. Ltd.

K's Holdings Corporation

Sanrio Co. Ltd.

Harvesting demand (SEM) for existing industry newswires Keyword Targets & CPC Determination Process

– 65 total industry newswires (5 geographies, 10 industries, 50 combinations)– 21 of which are robust enough to market (throughput of 20+ news items per day)– Up to 5 “nicknames” created for each newswire (e.g. Asian from Asia Pacific)– For each name & nickname, 6 variations used to create keyword set (e.g. Asian Tech News,

Asian Tech Research, Asian Tech Sector News, Asian Tech Sector Research, etc.)– Google Keyword tool used to derive average searches & approximate CPC for each keyword

(CPC $1.35 - $2.52)

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* approximate result from Q1 2011 SEO/SEM Test)

165,734,560Google searches in the US (estimated) based on a 415

Keyword set

0.5%Of searchers

Click-Through (potential 800K

visitors)

X 3.5%Who visit us, start a trial of

BrightWire service for at

least one industry

X = 29,004 trials

Harvesting demand(SEM) for existing companies covered Keyword Targets & CPC Determination Process

– 264 total companies currently covered by BrightWire (1.5x average languages/company)– Up to 2 “nicknames” created for each company (e.g. BYD from BYD Company Limited)– For each name & nickname, 3 variations used to create keyword set (e.g. BYD, BYD News,

BYD Research)– Google Keyword tool used to derive average searches & approximate CPC for each keyword– Brand names (e.g. Acer) and likely error-prone keywords (e.g. tam research) removed (CPC

$.40 - $1.35)

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12,415,213Google searches in the US

(estimated) based on a 1968Keyword set

0.5%Of searchers


visitors)



least one company

X = 2,173 trials

Harvesting demand(SEM) for expansion industry newswires Keyword Targets & CPC Determination Process

– 21 of 65 total industry newswires included in the initial roll-out– Remaining 44 newswires not included in initial roll-out provide opportunity for expansion– Expected inclusion of 10 additional newswire per expansion period– Up to 5 “nicknames” created for each newswire (e.g. Asian from Asia Pacific)– For each name & nickname, 6 variations used to create keyword set (e.g. Asian Tech News,

Asian Tech Research, Asian Tech Sector News, Asian Tech Sector Research, etc.)– Google Keyword tool used to derive average searches & approximate CPC for each keyword

(CPC $1.35 - $2.52)

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41,817,856Google searches in the US

(estimated) based on a 1,123Keyword set

0.5%Of searchers


visitors)



least one company

X = 7,318 trials

Harvesting demand – social media LinkedIn CPC segment data

– Targeting major US geographies, London, Australia & Hong Kong and Legal, Financial, Research and Consulting industries

– Produces a target audience of 658,057– Average suggested CPC of $3.00

Facebook CPC segment data– Targeting those users interested in financial services, investment management, ETFs, Stock

Market, Market Research, Public Relations, M&A, Investment Banking, Venture Capital, and Hedge Funds

– Produces a target audience of 290,200 users– Average suggested CPC of $0.94 (vs. ~$1.50 from 2011 test (used in model))

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Unpaid demand acquisition approaches SEO

– Optimize information rich sign-up pages for search engine placement– Create crawlable industry, company, & topic based directories– Publish all information assets– Train GMAs

Viral/referral models– Build simple mechanisms for sharing & micro publishing

Via Facebook Via LinkedIn Via Twitter Via email

– Create simple signup funnels for referees– Experiment with incentives

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Model Inputs

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Mar '12 Apr '12 May '12 Jun '12 Jul '12 Aug '12 Sep '12 Oct '12 Nov '12 Dec '12 Jan '13 Feb '13

Trialer / Subscription MetricsSEM Vis i tor to Tria ler % 3.7% 3.7% 3.7% 3.8% 3.8% 3.8% 4.9% 4.9% 4.9% 6.0% 6.0% 6.0%Facebook Vis i tor to Tria ler % 3.5% 3.5% 3.5% 3.8% 3.8% 3.8% 4.9% 4.9% 4.9% 6.0% 6.0% 6.0%LinkedIn Vis i tor to Tria ler % 3.5% 3.5% 3.5% 3.8% 3.8% 3.8% 4.9% 4.9% 4.9% 6.0% 6.0% 6.0%Display Ad Vis i tor to Tria ler % 3.5% 3.5% 3.5% 3.8% 3.8% 3.8% 4.9% 4.9% 4.9% 6.0% 6.0% 6.0%Organic/Vira l Vis i tor to Tria ler % 3.5% 3.5% 3.5% 3.8% 3.8% 3.8% 4.9% 4.9% 4.9% 6.0% 6.0% 6.0%Referra l Vis i tor to Tria ler % 20.0% 20.0% 20.0% 20.0% 20.0% 20.0% 20.0% 20.0% 20.0% 20.0% 20.0% 20.0%

Paid Tria ler to Subscriber % 8.0% 8.0% 8.0% 9.0% 9.0% 9.0% 10.0% 10.0% 10.0% 11.0% 11.0% 11.0%Organic/Vira l Tria ler to Sub % 12.0% 12.0% 12.0% 13.0% 13.0% 13.0% 14.0% 14.0% 14.0% 15.0% 15.0% 15.0%

Revenue per Subscriber per Month $100 $100 $100 $100 $100 $120 $120 $120 $120 $120 $120 $120Subscriber Churn 4.0% 4.0% 4.0% 4.0% 4.0% 4.0% 4.0% 4.0% 4.0% 4.0% 4.0% 4.0%

Spend MetricsSEM (Adwords ) Spend - Industries $7,368 $7,368 $7,368 $17,895 $17,895 $17,895 $24,000 $24,000 $48,000 $96,000 $214,000 $214,000SEM (Adwords ) Spend - Companies $12,632 $12,632 $12,632 $27,368 $27,368 $27,368 $48,000 $48,000 $96,000 $192,000 $406,000 $406,000Facebook Spend -- -- -- $8,421 $8,421 $8,421 $24,000 $24,000 $48,000 $96,000 $192,000 $192,000LinkedIn Spend -- -- -- $6,316 $6,316 $6,316 $18,000 $18,000 $36,000 $72,000 $100,000 $100,000Display CPM Spend -- -- -- -- -- -- $6,000 $6,000 $12,000 $24,000 $48,000 $48,000

Cost MetricsSEM (Adwords ) CPC - Industries $1.35 $1.35 $1.35 $1.35 $1.35 $1.35 $1.95 $1.95 $1.95 $1.95 $2.52 $2.52SEM (Adwords ) CPC - Companies $0.40 $0.40 $0.40 $0.40 $0.40 $0.40 $0.85 $0.85 $0.85 $0.85 $1.35 $1.35Facebook CPC $1.50 $1.50 $1.50 $1.50 $1.50 $1.50 $1.50 $1.50 $1.50 $1.50 $1.50 $1.50LinkedIn CPC $2.85 $2.85 $2.85 $2.85 $2.85 $2.85 $2.85 $2.85 $2.85 $2.85 $2.85 $2.85Display eCPM $7.00 $7.00 $7.00 $7.00 $7.00 $7.00 $7.00 $7.00 $7.00 $7.00 $7.00 $7.00

Specific MetricsDisplay CPM Cl ick Through 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1%

Vis i ts from Organic Search (% pa id) 1.0% 1.0% 1.0% 3.0% 3.0% 3.0% 5.0% 5.0% 5.0% 7.0% 7.0% 7.0%Vis i ts from Direct Traffi c (% pa id) 0.3% 0.3% 0.3% 0.5% 0.5% 0.5% 0.8% 0.8% 0.8% 1.0% 1.0% 1.0%% Subs (pa id) l i kely to refer (new) 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0%Sends per Sharer 60 60 60 60 60 60 60 60 60 60 60 60

Model – GMA Cost

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GMA Salary Per Year $60,000 $60,000 $60,000 $60,000 $60,000 $60,000 $60,000 $60,000 $60,000 $60,000 $60,000 $60,000GMA Salary Per Month 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000

GMA Cost - NewswiresGMAs per newswire 4 4 4 4 4 4 4 4 4 4 4 4GMA Cost Per Newswire $20,000 $20,000 $20,000 $20,000 $20,000 $20,000 $20,000 $20,000 $20,000 $20,000 $20,000 $20,000

Subs Per Newswire 1,000 1,000 1,000 1,000 1,000 1,000 1,000 1,000 1,000 1,000 1,000 1,000Total Subscribers 127 249 365 720 1,060 1,387 1,894 2,380 3,410 6,402 10,873 15,164

Prescribed Newswires 1 1 1 1 2 2 2 3 4 7 11 16Incremental Newswires - over 21* -- -- -- -- -- -- -- -- -- -- -- --

Incremental GMA Cost -- -- -- -- -- -- -- -- -- -- -- --

* Existing Derived or "Pseudo" Newswires

GMA Cost - Companies OnlineCompanies Per GMA 20 20 20 20 20 20 20 20 20 20 20 20GMAs Per Company 0.05 0.05 0.05 0.05 0.05 0.05 0.05 0.05 0.05 0.05 0.05 0.05GMA Cost Per Company $250 $250 $250 $250 $250 $250 $250 $250 $250 $250 $250 $250

Subs Per Company 20 20 20 20 20 20 20 20 20 20 20 20Total Subscribers 127 249 365 720 1,060 1,387 1,894 2,380 3,410 6,402 10,873 15,164

Prescribed Companies 7 13 19 36 54 70 95 120 171 321 544 759Incremental Companies - over 264* -- -- -- -- -- -- -- -- -- 57 280 495

Incremental GMA Cost -- -- -- -- -- -- -- -- -- $14,250 $70,000 $123,750

Total Incremental GMA Cost -- -- -- -- -- -- -- -- -- $14,250 $70,000 $123,750

* Existing Company Coverage

Model – Paid Marketing (Display & Search)

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Display Advertising

CPM Spend (display, adnetworks) -- -- -- -- -- -- $6,000 $6,000 $12,000 $24,000 $48,000 $48,000

eCPM $7.00 $7.00 $7.00 $7.00 $7.00 $7.00 $7.00 $7.00 $7.00 $7.00 $7.00 $7.00

Click through rate % 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1%

Visits From CPM Spend -- -- -- -- -- -- 857 857 1,714 3,429 6,857 6,857

Visit to Trialer conversion % 3.5% 3.5% 3.5% 3.8% 3.8% 3.8% 4.9% 4.9% 4.9% 6.0% 6.0% 6.0%

Trialers from CPM Spend -- -- -- -- -- -- 42 42 84 205 411 411

SEM (Adwords) Advertising

SEM (Adwords) Spend - Industries $7,368 $7,368 $7,368 $17,895 $17,895 $17,895 $24,000 $24,000 $48,000 $96,000 $214,000 $214,000

SEM (Adwords) CPC - Industries $1.35 $1.35 $1.35 $1.35 $1.35 $1.35 $1.95 $1.95 $1.95 $1.95 $2.52 $2.52

SEM Clicks / Visits - Industries 5,458 5,458 5,458 13,255 13,255 13,255 12,308 12,308 24,615 49,231 84,921 84,921


Trialers from SEM - Industries 201 201 201 503 503 503 603 603 1,206 2,953 5,095 5,095

SEM (Adwords) Spend - Companies $12,632 $12,632 $12,632 $27,368 $27,368 $27,368 $48,000 $48,000 $96,000 $192,000 $406,000 $406,000

SEM (Adwords) CPC - Companies $0.40 $0.40 $0.40 $0.40 $0.40 $0.40 $0.85 $0.85 $0.85 $0.85 $1.35 $1.35

SEM Clicks / Visits - Companies 31,579 31,579 31,579 68,421 68,421 68,421 56,471 56,471 112,941 225,882 300,741 300,741


Trialers from SEM - Companies 1,165 1,165 1,165 2,600 2,600 2,600 2,767 2,767 5,534 13,552 18,044 18,044

Trialers from SEM - Total 1,366 1,366 1,366 3,103 3,103 3,103 3,370 3,370 6,740 16,505 23,139 23,139

Model – Paid Marketing (Social Networking)

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Facebook Advertising

Facebook Ad Spend -- -- -- $8,421 $8,421 $8,421 $24,000 $24,000 $48,000 $96,000 $192,000 $192,000

Facebook CPC $1.50 $1.50 $1.50 $1.50 $1.50 $1.50 $1.50 $1.50 $1.50 $1.50 $1.50 $1.50

Clicks / Visits From Facebook -- -- -- 5,614 5,614 5,614 16,000 16,000 32,000 64,000 128,000 128,000


Trialers from Facebook -- -- -- 213 213 213 784 784 1,568 3,840 7,680 7,680

LinkedIn Advertising

LinkedIn Ad Spend -- -- -- $6,316 $6,316 $6,316 $18,000 $18,000 $36,000 $72,000 $100,000 $100,000

LinkedIn CPC $2.85 $2.85 $2.85 $2.85 $2.85 $2.85 $2.85 $2.85 $2.85 $2.85 $2.85 $2.85

Clicks / Visits From LinkedIn -- -- -- 2,216 2,216 2,216 6,316 6,316 12,632 25,263 35,088 35,088


Trialers from LinkedIn -- -- -- 84 84 84 309 309 618 1,515 2,105 2,105

Model – Paid Marketing Summary

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New Trialers from Paid Marketing 1,366 1,366 1,366 3,400 3,400 3,400 4,505 4,505 9,010 22,065 33,335 33,335

Total Monthly Online Mktg Cost $20,000 $20,000 $20,000 $60,000 $60,000 $60,000 $120,000 $120,000 $240,000 $480,000 $960,000 $960,000

Effective Online Cost per Trial (CPL) $14.64 $14.64 $14.64 $17.65 $17.65 $17.65 $26.64 $26.64 $26.64 $21.75 $28.80 $28.80

Accumulated Paid Mktg Trialers 1,366 2,732 4,098 7,498 10,898 14,298 18,803 23,308 32,318 54,383 87,718 121,053

Paid Trialer to Subscriber % 8.0% 8.0% 8.0% 9.0% 9.0% 9.0% 10.0% 10.0% 10.0% 11.0% 11.0% 11.0%

New Subscribers from Paid Mktg 109 109 109 306 306 306 451 451 901 2,427 3,667 3,667

Effective Online CPA $183.02 $183.02 $183.02 $196.08 $196.08 $196.08 $266.37 $266.37 $266.37 $197.76 $261.81 $261.81

Subs from Paid, Beg. of Period -- 109 214 315 608 890 1,160 1,564 1,952 2,775 5,091 8,555

Monthly Churn 4.0% 4.0% 4.0% 4.0% 4.0% 4.0% 4.0% 4.0% 4.0% 4.0% 4.0% 4.0%

Subs from Paid, End of Period 109 214 315 608 890 1,160 1,564 1,952 2,775 5,091 8,555 11,879

Revenue per Subscriber $100 $100 $100 $100 $100 $120 $120 $120 $120 $120 $120 $120

Payback Period (Months) 1.83 1.83 1.83 1.96 1.96 1.63 2.22 2.22 2.22 1.65 2.18 2.18

TOTAL REVENUE - SUBS (Paid) $5,464 $16,173 $26,455 $46,160 $74,914 $123,021 $163,490 $211,010 $283,660 $472,003 $818,762 $1,226,034

Model – Organic / Viral Marketing

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Organic Search VisitsOrganic Search Visitors 370 370 370 2,685 2,685 2,685 4,598 4,598 9,195 25,746 38,892 38,892Visit to Trialer conversion % 3.5% 3.5% 3.5% 3.8% 3.8% 3.8% 4.9% 4.9% 4.9% 6.0% 6.0% 6.0%

Trialers from Organic Search 12 12 12 102 102 102 225 225 450 1,544 2,333 2,333

Direct Traffic VisitsDirect Traffi c Visitors 93 93 93 448 448 448 690 690 1,379 3,678 5,556 5,556Visit to Trialer conversion % 3.5% 3.5% 3.5% 3.8% 3.8% 3.8% 4.9% 4.9% 4.9% 6.0% 6.0% 6.0%

Trialers from Direct Traffic 3 3 3 17 17 17 33 33 67 220 333 333

Referral VisitsPercent of new subs referring 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0%Referrals per subscriber 60 60 60 60 60 60 60 60 60 60 60 60

Referral visitors 656 656 656 1,836 1,836 1,836 2,703 2,703 5,406 14,563 22,001 22,001

Visit to Trialer conversion % 20.0% 20.0% 20.0% 20.0% 20.0% 20.0% 20.0% 20.0% 20.0% 20.0% 20.0% 20.0%Trialers from Referrals 131 131 131 367 367 367 540 540 1,081 2,912 4,400 4,400

Organic / Viral SUMMARYNew Trialers from Organic / Viral 146 146 146 486 486 486 798 798 1,598 4,676 7,066 7,066

Accumulated Organic Trialers 146 292 438 924 1,410 1,896 2,694 3,492 5,090 9,766 16,832 23,898

Organic/Viral Trialer to Sub % 12.0% 12.0% 12.0% 13.0% 13.0% 13.0% 14.0% 14.0% 14.0% 15.0% 15.0% 15.0%New Subscribers from Organic 18 18 18 63 63 63 112 112 224 701 1,060 1,060

Subs from Org., Beginning of Period -- 18 34 50 112 170 227 329 428 635 1,311 2,318Monthly Churn 4.0% 4.0% 4.0% 4.0% 4.0% 4.0% 4.0% 4.0% 4.0% 4.0% 4.0% 4.0%Subs from Org., End of Period 18 34 50 112 170 227 329 428 635 1,311 2,318 3,285

Revenue per Subscriber $100 $100 $100 $100 $100 $120 $120 $120 $120 $120 $120 $120

TOTAL REVENUE - SUBS (Organic) $876 $2,593 $4,241 $8,107 $14,100 $23,825 $33,366 $45,438 $63,747 $116,704 $217,714 $336,193

Model – Summary

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Total Monthly Revenue $6,340 $18,766 $30,696 $54,267 $89,014 $146,846 $196,856 $256,448 $347,407 $588,707 $1,036,476 $1,562,227

Total Monthly Marketing Cost 20,000 20,000 20,000 60,000 60,000 60,000 120,000 120,000 240,000 480,000 960,000 960,000

Total Monthly Online Margin ($13,660) ($1,234) $10,696 ($5,733) $29,014 $86,846 $76,856 $136,448 $107,407 $108,707 $76,476 $602,227

Online Margin % N/A N/A 34.8% N/A 32.6% 59.1% 39.0% 53.2% 30.9% 18.5% 7.4% 38.5%

Incremental GMA Cost -- -- -- -- -- -- -- -- -- $14,250 $70,000 $123,750

Gross Margin, Online ($13,660) ($1,234) $10,696 ($5,733) $29,014 $86,846 $76,856 $136,448 $107,407 $94,457 $6,476 $478,477

Online Margin % N/A N/A 34.8% N/A 32.6% 59.1% 39.0% 53.2% 30.9% 16.0% 0.6% 30.6%

Accumulated Revenue $6,340 $25,106 $55,802 $110,069 $199,083 $345,929 $542,785 $799,234 $1,146,641 $1,735,347 $2,771,824 $4,334,051

Accumulated Marketing Cost 20,000 40,000 60,000 120,000 180,000 240,000 360,000 480,000 720,000 1,200,000 2,160,000 3,120,000

Accumulated Margin ($13,660) ($14,894) ($4,198) ($9,931) $19,083 $105,929 $182,785 $319,234 $426,641 $535,347 $611,824 $1,214,051

Accumulated Margin % N/A N/A N/A N/A 9.6% 30.6% 33.7% 39.9% 37.2% 30.8% 22.1% 28.0%

Accumulated GMA Cost -- -- -- -- -- -- -- -- -- $14,250 $84,250 $208,000

Accumulated Gross Margin, Online ($13,660) ($14,894) ($4,198) ($9,931) $19,083 $105,929 $182,785 $319,234 $426,641 $521,097 $527,574 $1,006,051

Accumulated Gross Margin % N/A N/A N/A N/A 9.6% 30.6% 33.7% 39.9% 37.2% 30.0% 19.0% 23.2%

Overall Monthly Cost / Trial (CPL) $13 $13 $13 $15 $15 $15 $23 $23 $23 $18 $24 $24

Overall Monthly Cost / Acq. (CPA) $158 $158 $158 $163 $163 $163 $213 $213 $213 $153 $203 $203

Total Monthly Trialers from Online 1,512 1,512 1,512 3,886 3,886 3,886 5,303 5,303 10,608 26,741 40,401 40,401

Total Monthly Subs from Online 127 127 127 369 369 369 562 562 1,125 3,129 4,727 4,727

Accumulated Trialers from Online 1,512 3,024 4,536 8,422 12,308 16,194 21,497 26,800 37,408 64,149 104,550 144,951

Accumulated Subs from Online 127 254 380 750 1,119 1,488 2,050 2,612 3,737 6,866 11,592 16,319

TOTAL REVENUE FROM ONLINE $6,340 $18,766 $30,696 $54,267 $89,014 $146,846 $196,856 $256,448 $347,407 $588,707 $1,036,476 $1,562,227TOTAL SUBSCRIBERS FROM ONLINE 127 249 365 720 1,060 1,387 1,894 2,380 3,410 6,402 10,873 15,164

Growth Scenarios – Accumulated Rev (Varying RPU)

26

--

$1,000,000

$2,000,000

$3,000,000

$4,000,000

$5,000,000

$6,000,000

$7,000,000

$8,000,000

Mar 2012 Apr 2012 May 2012 Jun 2012 Jul 2012 Aug 2012 Sep 2012 Oct 2012 Nov 2012 Dec 2012 Jan 2013 Feb 2013

$25 Initial Price Point $50 Initial Price Point $100 Initial Price Point $300 Initial Price Point

Breakeven$300 px point




Growth Scenarios – Accumulated Subs (Varying RPU)

27

--

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

45,000


$25 Initial Price Point $50 Initial Price Point $100 Initial Price Point $300 Initial Price Point





Growth Scenarios – Monthly Revenue (Varying Spend)

28

--

$500,000

$1,000,000

$1,500,000

$2,000,000

$2,500,000

$3,000,000

$3,500,000


$2,500/Month Initial Spend $5,000/Month Initial Spend $10,000/Month Initial Spend

$20,000/Month Initial Spend $40,000/Month Initial Spend

BreakevenAll Scenarios

Improve User Experience

LO Home Page Sales Referral

[get product info]

Inbound Traffic & Intent

Logged out Experience

SEM/SEO

get ticker / topic info]

Viral Referral

[sign up / get product info]

Email

[evaluate/use products]

Direct Login

[use products]

Paid Display

[get product info]

LO Home Page

Ver 1 - brochure

LO Home Page

Ver 2 – minimal & signup

LO Home Page

Ver 3 –combo & newsfeed

LO Company & Sign-up

LO Industry & Sign-up

LO News Detail & Sign-up

LO Sign-up or Login

Products [what we do]

Company Ticker

Industry Newswire

Custom Solutions

Industries [who we serve]

Financial Services

Public Relations

Corporate Dev

Legal

Who we are

Careers

Contact Us

Accessible in footer off all pages

Versions to test

Post sign-up trailer onboarding

Login

Logged in Experience

LI Home Page [news feed]

First Time Trialer Wizard

Team

Board

How it works

Click on news item

Search

Signup or login

Search Results

Home page - a

31

Home page - b

32

Home page - c

33

News Detail Page

34

Company Page

35

Industry Page

36

Search Results Page

37

RecentNewsPage

38

Sign In Page

39

Sign Up Page

40

Product Page

41

Product Page

42

Product Page

43

Solutions Page

44

Solutions Page

45

SolutionsPage

46

About UsPage

47

Team DetailPage

48

Trial signup - a

49

Trial signup - b

50

Trial signup - c

51

Trial signup - d

52

Trial signup - e

53

Trial signup - flow

54

2012 online roadmap final v5

Documents