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Stiletto Dash Presentation - September 2013
- 1. 1 Business Overview Delilah Panio, Founder & CEO September 2013 The premiere destination for women business travelers.
- 2. 2 Introducing Stiletto Dash Stiletto Dash is a digital media company with a mission is to help women be healthier and happier on the road. We provide solutions to business travel pains through an online magazine and curated shop portal.
- 3. 3 Our Social Mission We are passionate about travel and helping women. We believe travel is critical to personal and professional growth and know that many women don’t have access. Stiletto Dash will provide women with the travel opportunity to inspire a life without boundaries.
- 4. 4 Who are SDashers − Mid to high income − Expense accounts − No time… need a one-stop shop +20 million Estimated U.S. Women Business Travelers AND high purchasing power $55 B 2011 US Spend on COSMETICS $11 B 2011 US Spend on WOMEN’S APPAREL $7 B 2012 US Spend on YOGA & PILATES Sources: Global Business Travel Association; www.statista.com
- 5. Many Pains of Business Travel 5 − Juggling personal and professional life − Maintaining health (fitness, nutrition, stress, safety) − Combating loneliness − Staying connected to family, friends, office − Maintaining style and beauty care − Making the most of business travel for career advancement − No time to find and customize current solutions
- 6. The Stiletto Dash Solution Website & App: Original and Curated Information, Products, Services SDash E-Magazine Corporate Travel Program Pilot with Big 4 Consulting Firm Health Challenge Travel Club 6
- 7. Women Business Travelers Looking for solutions to travel pains Travel Brands Retail Brands Employers Want access to SDashers Want to attract/retain top talent and reduce health care costs Revenue Stream 2: Affiliate Fees Revenue Stream 3: Advertising/Sponsorships Revenue Stream 4: Corp Program Sales Revenue Stream 1: SDash Product Sales 7 A Network Platform Business Model
- 8. 8 Step 1 – Build the Community Goal: Largest community of women business travelers Be the expert in women business travel One-stop shop of solutions for healthy/happy travel (content!) Opportunities to interact with other SDashers Awesome SDash products USER ACQUISITION TACTICS Employers Corporate Travel Agents Women Groups/Events Flight Attendants Hotels/Airports Media Outlets/Bloggers PR + Advertising Social Media
- 9. User Projections 9 Target → +2 Million Subscribers in Year 5 6.5 K 78 K 345 K 925 K 2.4 M 65 K 885 K 2.1 M 5.5 M 13.7 M
- 10. Step 2 – Monetize the Community Revenue Streams Key Assumptions Affiliate Fees from Products/Services 3-7% of users purchase a product or service (increases with brand awareness) Advertising/Sponsored Content CPM of $0.50 - $15.00 based on site visits (costs increase as traffic grows) Corporate Program Sales Corporations buy program to keep traveling employees healthy, productive, safe Health Challenge 5% of users participate Travel Club Launch club once hit 1000,000 users 5% of users join Club 10
- 12. Development Plan Phase 1: Build Community - Survey of SDashers - Launch first E-Zine (user signup and blogger campaign) Phase 2: Pilot Programs - Pilot corporate travel program with Big 4 Consulting Firm - Re-launch website with new SHOP portal - PR & MKTG campaign and content disbursement - Pilot Health Challenge Phase 3: Launch Programs - Launch Corporate Travel Program - Launch App v1 - Launch Health Challenge 2013 – Q3 2013 – Q4 2014 – Q1 12
- 13. Our Team Delilah Panio, Founder & CEO (+10 years Capital Markets, Former Road Warrior) , CMO (currently Brand Manager, Proctor & Gamble) Rebecca DiLiberto, Consulting Editor (ex-Producer, Ricki Lake Show; ex-Senior Editor, InStyle Mag) Lori Murphree, CFO (ex-Investment Banker, Silicon Valley Bank) NEED: PR, Social Media, App Developer Advisors: Renee LaBran, Rustic Canyon/ Fontis Partners Andre Peschong, Bridgewater Capital Martha McCully, ex-Executive Editor, InStyle Magazine 13
- 14. Investment Opportunity Q3 2013 SEED CAPITAL $500,000 + Capital efficient business requiring minimal investment to reach organic growth Use of Proceeds: User Acquisition Product Development (Web v2.0, App, Health Challenge) Pilot Corporate Program Hire Key Team Members (currently only Founder is full-time) 14 Capital Invested to Date: $30,000 Founder $45,000 Friends Round (Q1 2013)
- 15. Summary 15 − Network platform model − For women business travelers, very lucrative demographic − Build community with unique user acquisition strategy − Several monetization opportunities − Passionate founder and growing team − Projecting 2.4 M users and $35 M revenue in 2017 − Capital efficient business requiring minimal investment ($1.5 M)
- 16. Delilah Panio, Founder & CEO delilah@stilettodash.com 310-990-9032 Confidential Disclaimer: This presentation was prepared by management for information purposes only and should not be construed as an offer to buy or sell securities. This document makes no representation as to the accuracy of the information contained, some of which has been obtained by third parties, some of which has been generated by management, and all of which should be independently verified by the investor. We make no representation or give any assurances as to the accuracy or achievability of the information contained herein. www.stilettodash.com Facebook.com/StilettoDash Twitter @stilettodash Pinterest.com/StilettoDash 16
Editor's Notes
- Hello my name is Delilah and I am a former corporate climber and road warrior. Working for Toronto Stock Exchange for 10 years, I flew around the world getting companies to go public. My business travel was extensive and ultimately I burnt out and quit my job. Now I’m on a mission to help my sisters be healthier and happier on the road. This year I launched Stiletto Dash – the premiere business travel destination for women.
- Stiletto Dash sells access to women business travelers on a global scale. We do this by building and nurturing the largest community of women business travelers in the world AND providing a platform for travel solutions and partners to market to them. We create the community by: Being the expert in women business travel providing the one-stop shop for solutions to healthier and happier business travel creating opportunities for women to interact with each other online and on the road developing a suite of signature products
- Stiletto Dash sells access to women business travelers on a global scale. We do this by building and nurturing the largest community of women business travelers in the world AND providing a platform for travel solutions and partners to market to them. We create the community by: Being the expert in women business travel providing the one-stop shop for solutions to healthier and happier business travel creating opportunities for women to interact with each other online and on the road developing a suite of signature products
- Who are these ladies? SDashers have mid to high income, expense accounts and no time. Their travel pains are extensive – whether it is maintaining their health, style and overall sanity, fighting loneliness or juggling their personal and professional lives, business travel is not as glamorous as people think. The good news is that there are lots of solutions. There are websites, blogs, apps and unique products to help. The bad news is that there are lots of solutions, and these gals don’t have the time to find or customize them. She needs a one-stop shop!
- The foundation of Stiletto Dash is our community of road warriors. We plan to attract SDashers through a number of signature products: The website which just launched in May and is starting to get traction In July we are launching an extensive survey of women business travelers (there is very little data on this demographic) and we’ll use the results for packaged content to major media outlets, social media, and our own Magazine This fall we are launching the first SDash Health Challenge And we are currently in discussions with one of the BIG 4 consulting firms to pilot a corporate travel program … Our user acquisition strategy includes both direct marketing to SDashers AND we have a unique B2B play of getting to them through the companies they work for
- Let’s look at the business model. Here we have the SDASHERS who are looking for solutions to their travel pains We have brands – both travel and non-travel companies – that are looking for ways to access this lucrative customer base. Media outlets are always looking for unique content that appeals to these viewers And employers are looking to attract and retain their top talent and reduce healthcare costs – all impacted by business travel. By creating the platform for these companies to access SDASHERS, there are a number of user acquisition and revenue opportunities, including: Affiliate and rev-share fees advertising and sponsorship fees sales through corporate programs and direct product sales
- Stiletto Dash sells access to women business travelers on a global scale. We do this by building and nurturing the largest community of women business travelers in the world AND providing a platform for travel solutions and partners to market to them. We create the community by: Being the expert in women business travel providing the one-stop shop for solutions to healthier and happier business travel creating opportunities for women to interact with each other online and on the road developing a suite of signature products
- Currently I am the only full time person working on the company. And as mentioned my background is in business development in the capital markets. I have brought together an amazing team of talented people that are currently working with me for very little or no money. They all believe in my mission and the potential of Stiletto Dash. I also have a number of great advisors… some who are listed here. The benefit of my background is knowing really smart people who know how to build companies.
- I am currently raising the seed round of $500,000. The primary use of proceeds are user acquisition and product development. I have invested $30,000 of my own money and earlier this year, raised my friends/family round including from two of my former bosses at the exchange. My largest investor is a top executive at TSX.
- That is Stiletto Dash. Thank you for your time!