erie drive investor presentation
TRANSCRIPT
1
“Your Next Generation Content Boutique”
Draft Introductory Deck
Our Inception • It all started with a huge, beautiful,
empty space • Searching through dozens of home
décor magazines and online sites, Alexandra discovered there is no ‘one source’ to read, learn, discover & shop for modern home décor and accessories
• Have you to ever tried to browse Amazon? Impossible!
Our Audience
• 24 - 45 years old, and typically female
• Metropolitan, or strives to be • Family-minded • Household income, over $100,000
• A Pinterest-loving, picky shopper
• Great Taste
Curation Destination
4
Curating to a highly selective customer. Products that are on-trend and in demand.
Targeting the expanding market of metropolitan professional families with incomes over $100,000.
5
The Power of Product Curation: It Works!
Example: Launched in 2009, One King’s Lane is a curated online home furnishings site.
Today, their current value is
estimated at $440M.
6
The Online Retail Market
• $278 Billion will be spent online in the US in 2014.*
• 23 Million
households with incomes over $100,000 in the US.**
• Erie Drive Ships
Globally
Sources: *Forester Research **US Census Bureau
Traditional E-Commerce Site Dynamic Media Destination
We’re Evolving
8
Our Exclusive IP Curation + Content + Video =
Engagement
On-Trend Brand Name
Products alongside
Unique Artisan Creations
Social Media Visual Marketing through YouTube, Blogs, Pinterest &
Creative Lifestyle
Content by Leading
Tastemakers
Sponsored Content by
Major Advertisers
Contextual Product Videos
9
The Power of Online Advertising: An Example
Refinery29 is on track to hit $2M in product revenue this year.
During this same period, they will generate $25M
in ad revenue.
Our Leading Tastemakers
Marjolein Brugman Melissa Meyers Jamie Wood Melissa Poulsen
Our Leading Tastemaker’s Total Audience: Over 2 million people. Erie Drive has 20 additional compelling writers ready to go!
Projected Revenue Streams
2014 2015 2016 2017 Advertising Revenue
$4,635 $369,751 $3,296,734 $15,699,989
Sponsored Stories
$288,000 $1,440,000 $2,592,000 $3,744,000
Product Sales $722,370 $3,250,665 $13,002,660 $26,005,320
Total Revenues $1,015,005 $5,060,416 $18,891,394 $45,449,309
With an investment of $1.1M, we expect to increase visits to our site by 20% each year through strategic partnerships and by leveraging
the influence of our contributors, advertisers and point-of-view media partners.
12
Advertising and Sponsored Stories
• Our
vendors
• Other
retailers targeting our audience
• Network
advertising
13
Targeting Our Audience Where They Live Online
14
What Our Customers Are Saying…So Far!
Great website, glad I stumbled across it!
Neat stuff on the website, couldn't help but empty my wallet :) They advertised the
product just like it was. I love this store - I have told everyone!
Love Erie Drive because of the unique products, especially for children.
The site is fun and has some unusual ideas for gifts.
I like the bizarre and edgy products. Great service, fast
and perfect. Thank you.
Love it! A price shown on one page of the website was inconsistent with the price on the product page. I called customer support and the person fixed it on the website WHILE I WAS ON THE PHONE! Amazing - customer support listened, understood, knew how to fix the issue, and did it, all within minutes. I ordered that day and the package arrived very quickly. So impressive!
We Have Traction!
• Revenue-generating since 2012. • Direct owner investment of $1.3M. • Revenues to date total $250K
We’re seeking $1.1 million to accelerate growth and take Erie Drive to the next level.
Meet the Team Alexandra Grenham, Co-Founder & CEO Alexandra has over 15 years experience in retail/wholesale, merchandising, design and curation. As Creative Director, Alexandra establishes the visual style and content direction of Erie Drive. Alexandra is an award-winning jewelry designer and interior design enthusiast whose home (and personal style) has been featured in both American and international design publications, including and most recently, Apartment Therapy.
Linda Tucker, Co-Owner & CFO Linda has 25 years extensive experience in financial and information systems senior leadership with a master’s degree in Public Administration. Linda is an innovative, high-energy, accomplished executive with a multi-disciplinary approach to problem solving. She directly assists the Chief Operating Officer (COO) on all strategic and tactical matters as they relate to budget management, cost benefit analysis, forecasting needs and the securing of new funding. She provides financial management, establishes protocols and standards for internal reporting, helps develop business models and plans, and establishes risk management for the company.
Jamie Wood, Co-Owner & Editor-In-Chief Jamie is experienced in merchandising having been the Retail Visual Manager at Anthropologie as well as a notable DIY Blogger for Vecco Studios. Jamie is the driving force behind Erie Drive’s lifestyle blog,The Niche. Her expertise is in creating sophisticated , visually appealing online site design . Jamie is responsible for our brand and content strategy from visualization to conceptualization with a focus on layout, style, design and tailored, brand-specific content.
Meet the Team John Gavin, Co-Founder & COO Prior to founding Erie Drive, John was a principal in, and served as VP of Business Development at, Hybrivet Systems Inc. Under John’s leadership, Hybrivet’s flagship product, LeadCheck, gained national distribution in Home Depot, Sherwin Williams and Walmart. John helped transform Hybrivet’s marketing strategy and operations leading to a successful exit to 3M’s brand portfolio through an acquisition in 2011. He also plays an active role in early stage startups, real estate development and is a member of the Boston Harbor Angels.
Greg Stobb, Co-Owner & VP Marketing and Sales Greg holds an MA in Global Marketing, Communications and Advertising from Emerson College and brings in over a decade of professional experience specializing in digital ad campaigns. His former clients include the Estee Lauder Companies, Yahoo and Discount Tire Company, where he created and managed strategies and tactics to target their best audience online. At Erie Drive, Greg’s deep understanding of existing and emerging marketing technologies and best practices has resulted in a successful strategic marketing direction and effective campaigns on multi-channel mediums.
Paul Nickerson, Co-Owner & Manager of Customer Relations and Inventory Logistics Paul brings decades of logistical experience garnered from his years at Federal Express and other independent shipping companies. Paul is obsessively passionate about customer service and has consistently earned accolades from Erie Drive customers.
Our Advisors
Matt has been an integral, active participant in the strategic growth of Erie Drive from its inception. He is an experienced digital marketing entrepreneur and advertising agency executive. Founder of Blue Ribbon Digital, Matt was at the forefront of digital media, technology and analytics for major Beauty, Retail and HBA brands. Matt was formerly at Ogilvy & Mather and Ammirati & Puris an an Account Supervisor, and served as the Business Development Officer at ORB Digital. Matt also founded Click-2-Mortar, which measured online advertising's lift on retail sales.
Matthew Greene, Senior Advisor
Michele Gough, Brand Advisor Michele is an independent marketing and branding consultant and former VP of Consumer Engagement with Smashbox Cosmetics. She was one of the leading executive members responsible for bringing Smashbox Cosmetics to a successful exit with the Estee Lauder Companies. Michele assists Erie Drive in communicating our core beliefs through branding, storytelling, and engagement strategy.
Edwards Wildman Palmer, LLP, Legal Advisors
19
In Summary
Today • Fully functional eCommerce Boutique • Debt-free • Revenue-generating • $3M Estimated Value • Established Business relationships • Selected by Omnimedia editors to be part of their official blog network, Martha’s
Circle. Future
• Implementing editorial and video content-driven strategy; New site to be live soon!
• Slate of influential bloggers/writers on board • Will accept and sell advertising and sponsored posts
The Exit • Erie Drive’s is positioning the company for a merger or acquisition event. • There are several types of retail and/or media companies who might find Erie
Drive complementary to their current business lines or growth strategies. • Examples: Wayfair.com, The Potpourri Group
