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Mattermark 1st Series A Deck
- 1. MATTERMARK organizing the world’s business information Mattermark 2014 - privileged and confidential, do not distribute
- 2. Mattermark 2014 - privileged and confidential, do not distribute FOUNDERS KEVIN MORRILL CTO DANIELLE MORRILL CEO ANDY SPARKS COFOUNDER - acquired first 100,000Twilio customers - 10 years at Microsoft, directed 50+ engineers - founded LaunchGram (500 Startups)
- 3. are making! spreadsheets the greatest minds! of my generation Mattermark 2014 - privileged and confidential, do not distribute
- 4. knowledge workers! are a human API Mattermark 2014 - privileged and confidential, do not distribute internal data paid research public data free data content + = spreadsheet “I couldn't do my job without Google and a spreadsheet”
- 5. asking & re-asking the! same questions Mattermark 2014 - privileged and confidential, do not distribute re-writing the same queries! ! re-running the same reports
- 6. venture capital private equity financial markets sales & marketing global business processes $40M $40B $100B+ $4B $400M Mattermark 2014 - privileged and confidential, do not distribute expensive questions, queries & reports
- 7. There has to be a more ! intelligent way to do this Mattermark 2014 - privileged and confidential, do not distribute
- 8. pre-made spreadsheets! ! pre-answered common questions! ! re-run reports automatically 1ST MARKET: PRIVATE INVESTORS
- 9. QUARTERLY REVENUE inmillions 0.0 0.2 0.4 0.6 0.8 1.0 1.2 1.4 Q3 '13 Q4 '13 Q1 '14 Q2 '14 Q3 '14 Q4 '14 Q1 '15 Q2 '15 Q3 '15 Q4 '15 Subscription Enterprise Subscription Projection Enterprise Projection Mattermark 2014 - privileged and confidential, do not distribute Plan: grow self-service subscription 33% quarterly Add 1 new enterprise account per quarter through Q1 2015! Add 2 new enterprise accounts per quarter Q2 2015 onward
- 10. ACCOUNTS 0 200 400 600 800 1,000 1,200 1,400 June '13 July '13 Aug '13 Sept '13 Oct '13 Nov '13 Dec '13 Paying Subscribers Enterprise Seats FreeTrial Founders Mattermark 2014 - privileged and confidential, do not distribute Paid subscribers growing 31% MoM, Enterprise seats growing 71% MoM! Total accounts growing 40% MoM
- 11. MONTHLY ACTIVE USERS 0 150 300 450 600 0% 10% 20% 30% 40% 50% 60% 70% 80% July '13 Aug '13 Sept '13 Oct '13 Nov '13 Dec '13 % of Unexpired Accounts # Active Users 78% 73% 66% 70% 59% 43%43% 59% 70% 66% 73% 78% Mattermark 2014 - privileged and confidential, do not distribute
- 12. MATTERMARK PRO USAGE 0% 13% 27% 40% 53% 67% 80% 0 100 200 300 400 500 600 July '13 Aug '13 Sept '13 Oct '13 Nov '13 Dec '13 # Users WhoViewed Company # Users Who Searched % UsersViewed Company % Users Searched 74% 66%63%65% 57% 12% 56%55% 46%49%50% 34% 12% 57% 65% 63% 66% 74% 34% 50% 49% 46% 55% 56% Mattermark 2014 - privileged and confidential, do not distribute
- 13. finance is just the beginning Revenues ! Morningstar - $658M (2012)! ! S&P Capital IQ - $1B (2011)! ! Dow Jones - $1.5B (2009, prior to NewsCorp acquisition)! ! Gartner - $1.6B (2012)! ! Bloomberg - $7.9B (2012) - terminal is 85%! ! Thomson Reuters - $13.3B (2012) Mattermark 2014 - privileged and confidential, do not distribute
- 14. venture capital private equity financial markets sales & marketing global business processes $40M $40B $100B+ $4B $400M Mattermark 2014 - privileged and confidential, do not distribute already much more than a VC tool PAID CUSTOMER! DEVELOPMENT
- 15. join our team
- 16. APPENDIX Mattermark 2014 - privileged and confidential, do not distribute
- 17. WEEKLY ACTIVE USERS 0 75 150 225 300 0% 6% 13% 19% 25% 31% 38% 44% 50% 6/30 7/14 7/28 8/11 8/25 9/8 9/22 10/6 10/20 11/3 11/17 12/1 12/15 12/29 1/12 % of All Unexpired Accounts # Active Users Mattermark 2014 - privileged and confidential, do not distribute
- 18. MONTHLY PAID CHURN RATE 0% 4% 8% 12% 16% 20% NumberofAccount 0 20 40 60 80 100 June '13 July '13 Aug '13 Sept '13 Oct '13 Nov '13 Dec '13 Total Churned Total Paying Monthly Churn Rate 2%3% 4% 6% 10% 16% 141414121150 16% 10% 6% 4% 3% 2% Mattermark 2014 - privileged and confidential, do not distribute paid accounts churned, by signup month
- 19. GOTO MARKET
- 20. EMAIL SUBSCRIBERS = LEADS 0 2000 4000 6000 8000 0% 10% 20% 30% 40% 50% 60% 70% 80% June '13 July '13 Aug '13 Sept '13 Oct '13 Nov '13 Dec '13 New Subscribers Monthly Growth Rate Free Mattermark Email Subscribers 14% 8% 13% 17% 47% 71%71% 47% 17% 13% 8% 14% Mattermark 2014 - privileged and confidential, do not distribute
- 21. NEWSLETTER READERSHIP 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 %ofAllSubscribers 0% 10% 20% 30% 40% 50% 60% July '13 Aug '13 Sept '13 Oct '13 Nov '13 Dec '13 Email Open Rate Email Opens Email Clicks Total Free Subscriptions 51% 48%48%48% 48% 51% Mattermark 2014 - privileged and confidential, do not distribute
- 22. WEBSITE ACQUISITION FUNNEL 0% 5% 10% 15% 20% 25% June '13 July '13 Aug '13 Sept '13 Oct '13 Nov '13 Dec '13 22% 8% 4% 4% 5% 3% 3% 2% 1% 1% 1% 3% 1% 1% Conversion to MattermarkTrial Conversion Rate to Newsletter Mattermark 2014 - privileged and confidential, do not distribute data points collected, by source 10/8 - 10/22 removed credit card! requirement to sign up
- 23. SIGNUP PAGE CONVERSION RATE %VisitsResultinginaNewAccount 0% 5% 10% 15% 20% 25% 30% 35% 40% 0 500 1,000 1,500 2,000 2,500 3,000 3,500 July '13 Aug '13 Sept '13 Oct '13 Nov '13 Dec '13 Signup PageViews Signup Page Conversion 40% 35%36% 18% 7% 5% 590602 918925 3,048 2,884 5% 7% 18% 36% 35% 40% Mattermark 2014 - privileged and confidential, do not distribute released new design! new signup page
- 24. TRIALTO PAID CONVERSION 0% 10% 20% 30% 40% 50% 60% 0 200 400 600 800 1,000 1,200 June '13 July '13 Aug '13 Sept '13 Oct '13 Nov '13 Dec '13 Overall Conversion to Paid Trials w/ No Credit Card Trials w/ Credit Card Trial w/ CC Conversion to Paid 19% 22%24% 26% 29% 53% 396 334 260 200 119369 1,033 860 723 449 361 247 129 5%6%6% 8%7%7% 53% 29% 26% 24% 22% 19% 7% 7% 8% 6% 6% 5% Mattermark 2014 - privileged and confidential, do not distribute
- 25. LESSONS LEARNED FROM 6 MONTHS OF SAAS SALES: ! TRIAL ACCOUNTS W/OUT CREDIT CARD INFO UP FRONT RARELY CLOSE! ! MAKE IT CLEAR WHENYOU ARE CHARGING PEOPLE, ORTHEY WILL CHURN! ! 30 DAYTRIAL != 30 DAYSTO CLOSE! ! UPSELLING, DO IT. Mattermark 2014 - privileged and confidential, do not distribute
- 26. HIRING PLAN
- 27. Mattermark 2014 - privileged and confidential, do not distribute CURRENT (9) Kevin! CTO privileged and confidential Mattermark, October 2013 Danielle! CEO Head of Sales Andy (Ops) Ben (Inside Sales, Support, ! Account Management) Taylor (Inside Sales, Support,! Account Management) Sequoia (Data Quality, Sales Support, Lead Gen)Nikhil (backend dev) Clare (full stack, data scientist) Bryan (back end, data scientist) Prospecting! Data QA lead! Support lead ARR: $550K
- 28. Mattermark 2014 - privileged and confidential, do not distribute 6 MONTHS (18) Kevin! CTO privileged and confidential Mattermark, October 2013 Danielle! CEO GOAL: unpacking multi-role people, especially Danielle +1 full stack +1 DB expert +1 front-end Head of Sales +1 account mgr Head of Ops +1 support +1 researcher Head of Growth Office! Mngr +1 writer +1 prospecting Andy (Ops) ARR: $1.2M
- 29. Mattermark 2014 - privileged and confidential, do not distribute 12 MONTHS (26) Kevin! CTO privileged and confidential Mattermark, October 2013 Danielle! CEO GOAL: leadership in key established team, growth experiments +1 data scientist +1 security, +1 mobile Head of Sales +1 inside rep +1 account mgr +1 leadership Head of Ops +1 account mgr +1 support +1 data QA +1 leadership Head of Growth +1 full stack marketer +1 qualifying ARR: $2M Andy Andy (Ops) Office! Mngr
- 30. Mattermark 2014 - privileged and confidential, do not distribute 18 MONTHS (35) Kevin! CTO privileged and confidential Mattermark, October 2013 Danielle! CEO GOAL: predictable revenue engine, reliable product roadmap +1 full stack, +1 mobile +1 front-end Head of Sales +1 inside rep +1 account mgr Head of Ops +1 account mgr +1 support Head of Growth +1 full stack marketer +1 leadership +1 prospecting ARR: $5M Andy Andy (Ops) Office! Mngr
- 31. Team Monthly Headcount Expense Add 30% for G&A + Marketing Cash Required for Operations Projected Quarterly Revenue Quarterly Burn Q1 2014 9 $108,000 $140,400 $421,200 $185,000 $236,200 Q2 2014 14 $168,000 $218,400 $655,200 $201,000 $454,200 Q3 2014 18 $216,000 $280,800 $842,400 $324,000 $518,400 Q4 2014 22 $264,000 $343,200 $1,029,600 $422,000 $607,600 Q1 2015 26 $312,000 $405,600 $1,216,800 $549,000 $667,800 Q2 2015 31 $372,000 $483,600 $1,450,800 $726,000 $724,800 Q3 2015 35 $420,000 $546,000 $1,638,000 $954,000 $684,000 Q4 2015 40 $480,000 $624,000 $1,872,000 $1,248,000 $624,000 TOTAL $9,126,000 $4,609,000 $4,517,000 SIMPLE BUDGET Assumptions: Average $12,000/month expense per employee! Prefer to pad cash requirement and raise 25-50% more than needed ($5.6 - 6.75 Million) why we are targeting a $5-7 Million series A fundraise
- 32. COMPOUNDING IS POWERFUL inmillions 0 20 40 60 80 100 120 140 2013 2014 2015 2016 2017 2018 Data Subscription Enterprise Mattermark 2014 - privileged and confidential, do not distribute what happens if we take the quarterly revenue plan and extend it out into the future?