Investor pitch deck for Redakt CMS. Redakt CMS is a type of software product that is known as a web Content Management System. A content management system does exactly what the name implies - it allows users to manage, update, and maintain the content within a website. Redakt CMS is the first enterprise class CMS built for Microsoft .NET Core.

1. Jasper van der Sterren | Founder
Redakt CMS

2. Our extensive experience implementing and using
different CMS systems has put us in a great position
to understand what users are looking for in a CMS
both from the perspective of clients and developers.
Following more than 2 years of development,
Redakt CMS is currently in public beta release, and
is the first CMS in its class built from the ground up
for .NET Core.
Problem worth solving
When Microsoft announced their
new software development
framework, .NET Core, we saw an
opportunity and decided to create a
new Content Management System
from scratch, based on the latest
technologies.

3. Arjan Lugthart
Interaction Designer
Jasper van der Sterren
Managing Director &
Technical Architect
John van Aerle
Marketing Director
Core team
Trajche Shoposki
Lead Developer

4. Conclusion
Digital agencies looking to implement modern CMS-based web platforms using the latest technologies
currently have no options, both technical or cost effective.
In the two years since Microsoft .NET Core’s release, no supporting
enterprise class content management system has hit the CMS market,
leaving development teams to bridge the gap on their own.
Many of the top-rated content management systems are extremely
expensive, discounting the number of firms that can benefit from their
platforms.
What is the problem?

5. Redakt CMS is the first in its class built from the
ground up for .NET Core. With a pluggable,
modular architecture and cross-platform support
for multiple frameworks, Redakt CMS offers an
immediate yet scalable and forward-thinking
solution for website development.
Redakt CMS runs on Windows, Linux and
macOS, and can be hosted anywhere on-
premise or in the cloud.
Our platform is simple to use and relates
to numerous industries. Mass adoption
over a short period is possible.
Ease of implementation compared to
other enterprise CMS products keeps
application development costs down.
Our solution

6. Content Management System
Ensuring that the right pieces of content are
delivered on time, that the site is continually
refreshed with new content, and that the
right content is shown to the right person,
are all difficult and time-consuming tasks.
Product overview
A content management system does exactly
that - it allows users to manage, update, and
maintain the content within a website. This
may include images, blog content,
applications, etc. With Redakt CMS,
organizations can edit and maintain their
website content without requiring any
technical knowledge on the part of the
content managers.
Simply put, it is like a word
processor for websites.

7. Our platform is extremely cost effective,
both in terms of licensing and
implementation costs, catering to both
smaller and larger institutions.
A Redakt CMS website can be hosted
anywhere - on-premise, Microsoft Azure, or
Amazon cloud hosting, just for starters. On a
single server or a distributed environment.
As site speed is massively important, Redakt
CMS was designed to be as fast as possible
throughout every part of the system.
Redakt has a modular architecture,
allowing developers to select their
preferred data store, file storage, etc. as
well as unlimited customization options.
Redakt CMS has a user interface that has
been professionally designed from the
ground up to be easy to use, allowing for
increased user productivity and efficiency.
Using the latest technologies available has
given us a great opportunity to make the
product easy to work with for software
developers.
Product advantages

8. Market opportunity
Analysts believe the market for global
enterprise web content management
will grow at an annualized rate of
17.63% through 2023 to €12.88
billion, making it the quickest growing
segment of the Data Processing and
Hosting Services industry.
Thanks to high capital efficiency and a
rapidly expanding market, similar firms
are experiencing high forward
multiples, with few firms seeing any
valuation compression.
€4.1
Billion
€5 Million
The market
€12.9
Billion
Total Enterprise
CMS (2023)
Target Market
Obtainable
Market (2021)

9. While competition within this market is high, it is also
rapidly fragmenting as consumers have become
increasingly willing to work with niche products. As
the market continues to expand, so too will these
opportunities.
Competitors analysis
The direct competition can be divided into two
groups: enterprise systems that do not support
.NET Core, and basic systems that do support
.NET Core. As of yet, there is no other
enterprise class CMS for .NET Core.
Some mainstream systems have started
to implement .NET Core, but this is an
expensive process that will still take
years, and we expect some not to be
able to make the switch at all.
Orchard Core is an open-source
modular and extensible
application framework built with
ASP.NET Core.
Umbraco is considered an industry
leader in .NET based open-source CMS
systems by many industry leaders.
Episerver is the world’s quickest growing provider of
Web Content Management, online social community and
e-commerce platforms. In September 2018, Episerver
was acquired for $1.1 billion by Insight Venture Partners.
Sitecore is used by more than 3,500 customers
worldwide. The company was acquired in 2016
for $1.1 billion by EQT.

10. Strengths Weaknesses
Opportunities Threats
• Pricing is extremely competitive for both licensing and
implementation.
• A team of highly trained professionals.
• Product will appeal to digital agencies because of ease of
implementation.
• A large number of technical USPs compared to other
CMS products on the market.
• Lack of brand awareness relative to competitors.
• A highly competitive market with numerous products
and firms.
• No product currently being offered to the e-commerce
market.
• An increasingly expanding market size both globally and
nationally.
• New technology is at the core of the market.
• Economic downturn would likely stall growth.
• Slowing technological growth will likely favor larger
firms.
SWOT analysis

11. -1M
0M
1M
2M
3M
4M
5M
6M
2019 2020 2021
2020
2021
Revenue will be light in our first years
as we will focus our efforts on building
a quality and scalable platform.
Our model assumes monthly growth of
12% throughout the first few years.
From year 3 we expect to benefit from
scale and increase revenue significantly.
Revenue (€ Million) Net profit (€ Million)
2019
How we will make money
User based product license fees starting Q2 2019

12. While the product of the work
becomes very visible, it is
important that customers feel
so strongly about the
experience of working with
our platform that they talk
about it with other businesses
and contacts.
Businesses around the globe
are leveraging content
marketing to build their brand,
attract visitors to their website
and generate leads. Content
marketing has a compounding
return, meaning that just like a
smart investment, it increases
in value over time.
SEO is a compounding return
over time and thus, the
longest-term piece of our
strategy. Maximizing the
frequency we show up in
searches, SEO will continually
bring visitors to us when their
searches match with our site.
We will launch our free version
to the community. This version
will have limited functionality
relative to our paid version but
will demonstrate the basic
features to prospective
clientele while highlighting the
strengths of our platform.
Marketing plan
Word of
Mouth
SEO
Content
Marketing
Community
version

13. Salaries / freelancers 50%
Office Expenses 5%
25% Marketing & PR
20% Free cash flow
€ 500 000
10% stake
Investing
Up till now, Redakt CMS has been funded privately by our Founder, Jasper van der Sterren.

14. Redakt B.V.
Redakt B.V. is a private limited liability company, validly
existing and in good standing under the laws of The
Netherlands, and is the owner of all Redakt CMS intellectual
property.
Redakt B.V. is wholly owned by Bendro B.V., a privately held
limited liability company owned by our Founder and
Managing Director, Jasper van der Sterren. All operational
decisions are, currently, at his discretion as no board of
directors nor an advisory board has been established.
“REDAKT” is a registered trademark in the Benelux
countries, with registration in the EU and selected main
target markets following soon.
Legal status

15. Business idea and start of product development
Hiring freelancers and scale-up of product development
Founding of Redakt B.V. and registration of trademark
Release of first public beta version
End of seed investment round
Release of paid version and start generating revenue
Scale-up team for product development, support, and marketing
April 2016
October 2017
November 2018
December 2018
February 2019
Q2 2019
2019
Project milestones

16. “At Dept Agency we implement many content managed web platforms, and we always give our
clients the best possible solution to their problem. After reviewing Redakt CMS, we believe it can
become a potential fit for a range of our projects, and will enable us to service more clients with a
cost effective content management solution. Redakt has impressed us with the technical
architecture, feature set and vision of the product. We are actively looking to start a pilot project,
and will continue to work closely with the Redakt CMS team.”
Bart Manuel
Co-Founder & Partner of Dept Agency
Endorsements
Dept Agency is one of Europe’s leading international
digital agencies, with over 1000 employees in 9 countries.

17. linkedin.com/in/jaspervandersterren
Jasper van der Sterren
Managing Director
info@redaktcms.com
@jaspervandersterren
Contact
+ 31 6 4626 0225
Floris Grijpstraat 2
The Hague, Netherlands
www.redaktcms.com