BabyCenter is a leading global online resource for pregnant women and new mothers, reaching 34 million new and expectant moms each month. It is the #1 parenting and pregnancy destination in the US, with 15 million US users alone. BabyCenter aims to be the worldwide place where moms come for trusted advice and friendship. The document discusses BabyCenter's business model and strategies for monetization, including commerce, media partnerships, premium subscription services, and reinventing aspects like print content and online store offerings to stay focused on consumers.

1. © BabyCenter, LLC. Confidential. All rights reserved.© BabyCenter, LLC. Confidential. All rights reserved.
Finding the right model
Dave Weiss
CTO & SVP Product Management
BabyCenter, LLC
May 10, 2013

2. © BabyCenter, LLC. Confidential. All rights reserved.
THE BABYCENTER VISION
Be the leading
worldwideplace moms come for
trusted advice
and friendship

3. Every month, BabyCenter reaches 34MM
new and expectant Moms across the globe
Source: BabyCenter internal data Q1 2013
We reach 7 out of 10 online
new & expectant moms in key markets.
Of all moms online globally,
we reach one in five.
© BabyCenter LLC. Confidential. All rights reserved. #21CMom

4. © BabyCenter LLC. Confidential. All rights reserved. #21CMom
#1 US pregnancy and parenting
destination
4
Source: comScore US MultiPlatform, January 2013. 2012 People's Voice Webby awards for both best parenting site and
community. Boston Consulting Group, independent study of parenting websites, March 2012. CDC preliminary 2011 birth
statistics, released October 2012. .
Leadership
• 15MM users in the
US alone
• 7 of out of 10 babies
born in the US last
year are BabyCenter
babies
Trusted
• Nearly 2x more
trusted than any
other pregnancy and
parenting site
• Used 2x more often
than health care
professionals for
pregnancy &
parenting information
Influential
• More than 3 out of 4
moms share the
information they find
on BabyCenter with
other moms
• 10 Webby Awards,
5 People’s Choice
Loved
• Customer Engagement
3-4x closest US
competitor measured in
pageviews per visit
• Frequent guest at the
White House, Today
Show, International
Medical conferences

5. © BabyCenter, LLC. Confidential. All rights reserved.
Media
Leading platform
for marketers to
connect with the
largest audience
of global moms
Commerce
Online store
offering
comprehensive
access to
research and
products online
Print
Print properties
including books
and magazine
taking a stage-
based approach to
the best content for
moms
BabyCenter History
Premium Content
Subscription
model for access
to the highest
value content -
BabyCenter Plus
Email Content Video Social Community Mobile
Jan 25 2013

6. © BabyCenter, LLC. Confidential. All rights reserved.
1. The consumer comes first

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2. Be willing to reinvent yourself
BabyCenter Online store  Assisted commerce through Products and Gear
7
DVDs  Streaming Content  Original programming

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3. Question the latest trend and make sure you
really believe in it
• Deals, deals, deals

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4. Experiment… but do it quickly
Make MTTBID your new metric – Mean Time to Bad Idea
Detection (Andrew Morrison, Etsy)
BabyCenter iPad Classes

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5. Stay focused
If you open your arms too wide, you can’t hold anything
Internationalization
Social media presence
Partnerships
Print
Premium Services
Commerce
Media models

11. © BabyCenter LLC. Confidential. All rights reserved. #21CMom
Finding the right monetization model
The consumer comes first1
2
3
The only constant is change – Be willing to
reinvent yourself
Question the latest trend and make sure you
believe in it
Experiment… but do it quickly
Stay focused
4
5

12. © 2013 BabyCenter LLC. Confidential. All rights reserved.