Marketing – Sizing the Opportunity

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The US Market Opportunity

Where is your beach head?

2700 businesses, <2500 employees$4.8T in revenue, 31M employees

25K businesses, >2500 & < 250 employees$2.0T in revenue, 15M employees

4.2M businesses, < 250 employees$4.7T in revenue, 41M employees

Mid Market

SMB

Enterprises

$1 billion English travel guides sold annually

$210 million 20-35 year old travelers

$123 billion tourism industry inside the US

(Initial test market)

Total available market

Served market

Target market

Addressable, Served & Target Market

A city

$140,868,000

$394M

$61M

$63M Average Deal: $424,788 | 50,000 sq ft to 100,000 sq ft

Average Deal: $253,680 | 25,000 sq ft to 50,000 sq ft

Average Deal: $134,400

Average Deal: $63,000

10,000 sq ft to 25,000 sq ft

Deal Size is software only, 20% discount applied.

Sizing the Market SegmentsData center market estimated total revenue opportunity:

5749 Companies | $761,670,748

MID-MARKETPotential Revenue:

$456,009,120

FORTUNE 1000Potential Revenue:

$305,661,628

5,000 sq ft to 10,000 sq ft

Average Deal: $533,568 | 100,000 sq ft to 239,000 sq ft$102M

The Technology Adoption Curve

0 1-2 3-5 6-10 10-15 15-20

Innovators Earlymajority

Latemajority

Laggards

Note: On average, a company will need at least 6-10 years in a market to establish market category dominance

Years

Earlyadopters

2.3% 16%34% 34%13.6%

Penetration of the Market Segments

Over 100K

50-100K

25-50K

10-25K

5-10K

Total

# Sq. ft. of DC

192

149

241

2,931

2,236

8,556

Market est. of the total # of co’s

30%

30%

30%

27%

19%

% of total market

opp available

17,194,959

3,215,099

2,534,404

11,982,163

2,174,513

37,101,138

Sq. ft of total market

opp available

$61,807,200

$16,768,400

$16,085,207

$103,383,922

$21,592,313

$ 219,637,041

Revenue $’s that total

market opp represents

58

45

73

789

419

1,384

# of Co’s

1

4

10

8

6

29

Co’s that already

purchased

57

41

63

781

413

1,355

Revised # of opportunity (# of cos)

$1,680,000

$515,000

$302,000

$147,000

$55,000

Avg deal size (list)

35%

20%

15%

10%

5%

Avg discount

$1,092,000

$412,000

$256,700

$132,300

$52,250

Avg deal size

(disc)

$2,184,000

$2,472,000

$2,567,000

$1,323,000

$209,000

$8,755,000

Revenue

Total Opportunity Estimate of the Total Market Opportunity Available – Data Centers Software Deal Size

Estimate FYXX

Revenue

New product

New service

Maintenance

New prod. + serv.

Target (+20%)

Product (%)

Service (%)

Sales Quota

New product

New service

Software by market

Data center (60%)

Workplace (40%)

$3.938 MM

$1.948 MM

$1.390 MM

$0.817 MM

$3.338 MM

$4.006 MM

58%

42%

$4.006 MM

$2.338 MM

$1.668 MM

$1.403 MM

$0.935 MM

$4.329 MM

$1.971 MM

$1.732 MM

$0.861 MM

$3.703 MM

$4.444 MM

53%

47%

$4.444 MM

$2.365 MM

$2.078 MM

$1.419 MM

$0.946 MM

$4.462 MM

$2.018 MM

$1.752 MM

$0.932 MM

$3.770 MM

$4.524 MM

54%

46%

$4.524 MM

$2.422 MM

$2.102 MM

$1.453 MM

$0.969 MM

$4.908 MM

$2.220 MM

$1.927 MM

$1.025 MM

$4.147 MM

$4.976 MM

54%

46%

$4.976 MM

$2.664 MM

$2.313 MM

$1.598 MM

$1.066 MM

$17.637 MM

$8.157 MM

$6.801 MM

$3.635 MM

$14.958 MM

$17.950 MM

55%

45%

$17.950 MM

$9.788 MM

$8.161 MM

$5.873 MM

$3.915 MM

Projecting Revenue

Q2 Q3 Q4 Q1 Total

Next Steps

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