http://idcee.org/p/sebastian-erasmus/ Before Leverate Media GmbH, Sebastian Erasmus worked for United Internet Media AG (UIM), Germany’s Internet portal giant #1, in Munich and Karlsruhe. As a Management Consultant and Business Developer, Sebastian managed the company’s M&A and Joint Venture projects, implemented and developed the mobile monetization strategy for two of the most popular apps in Germany (WEB.DE/GMX), optimized and innovated major annual contracts with the firm’s top media agencies and was in charge of numerous projects of the CEO and management board. Pic's are here: http://www.flickr.com/photos/idcee/sets/ More @ http://idcee.org Follow us on: YouTube: http://www.youtube.com/user/OfficialIDCEEChannel Facebook: https://www.facebook.com/IDCEE Linkedin: http://www.linkedin.com/groups/IDCEE-3940138 Twitter: https://twitter.com/idcee_eu Google+: http://gplus.to/idcee Flickr: http://www.flickr.com/photos/idcee/collections/

1. Media for Equity –
A Scaling Option for Start-ups.
Startup Stage, October 10th, 16h40
Sebastian Erasmus, Managing Director & Co-Founder, Leverate Media GmbH

2. Media for Equity – A Scaling Option
for Start-ups
Sebastian Erasmus
Leverate Media GmbH
Managing Director & Co-Founder
Contact
Schivelbeiner Str. 40
D-10439 Berlin
serasmus@leverate.de
+49 175 7801128

3. What is Media for Equity (M4E)?
Media Owners
Media
M4E Provider
Media
Equity
Company

4. Media for Equity – Born in Sweden,
Raised in Germany

5. Media for Equity Providers
SevenVentures GmbH (Germany)
© 2013 Leverate Media GmbH

6. Media for Equity Providers
German Media Pool VC GmbH (Germany)
© 2013 Leverate Media GmbH

7. Media for Equity Providers
Aggregate AB (Sweden)
© 2013 Leverate Media GmbH

8. Media for Equity – Focusing Needs
Media Owners, Start-ups and Venture Capital Firms
Growth!?
StartUps
Media
Owners
Venture Capital
Funds
Big Shots!?
Media Asset
Monetization!?

9. Media Owners
Advertisers shift budgets to emerging markets – the importance of
alternative and flexible media monetization will increase even
further.
Current Situation
 Huge amounts of “unsold”
media inventory –
competition is getting even
harder
 Media budget shifts into
new media channels &
emerging markets
 Increasing dependency on
agencies and major
customers
Media for Equity
Flexible Equity deals as
alternative monetization
opportunities
Capitalization of media
within 6-24 months
Flexible solutions for
most current needs
Target Situation
 Flexible monetization
channel for media owners
 Absolute capitalization
opportunity for “unused”
media
 Decreasing dependencies
on single sales channels
and media agencies –
acquisition of new customer
for media owners and
agencies

10. Start-Ups
Availability of venture capital in Germany is low – but start-ups need
remarkable media budgets to scale their business models to the next
step of growth.
Current Situation
 Start-ups (Series A & B)
are looking for capital to
scale their businesses
 Venture Capital firms are
shy on scaling budgets for
start-ups
 Start-ups need capital to
improve their infrastructure
and scale their business
with media at the same
time
Media for Equity
Provides powerful cross
media campaigns for
high-potential start-ups
Manages, consults and
optimizes each campaign
Offers flexible Media for
Equity deals individually
applied on the needs of
each target
Target Situation
 Reach as key driver for
absolute success for online
start-ups
 Flexible amounts of scaling
media have to be available
for high-potential start-ups
 Absolutely optimized media
campaigns, continuously
tracked and managed in
return for start-up equity

11. Venture Capital Firms
Lack of media industry expertise open up opportunities to scale
start-ups with media for equity deals.
Current Situation
 VCs do not want to invest
in big marketing campaigns
to scale start-ups
 Bad experiences with poor
results of marketing
campaigns made VCs
more carefully
 Start-ups face problems to
receive significant scaling
budgets
Media for Equity
Creating sustainable
value for all parties
involved
Minimizing the risk of
media inefficiency
“Call option” for VCs to
acquire Leverate’s
shares of the coinvested start-up within
4 months after start of
media delivery
Target Situation
 Absolute leverage and
acceleration of financial
investments
 Flexible scaling options for
VCs to boost growth of
portfolio start-ups
 Regular and frequent KPI
reports

12. M4E – Don’t waste your equity! Choose the
right approach!.
RESULTS
ACTIVITIES
1
Media Pre-Advisory
(Start-Ups)
2
Alternative
Media Deal
3
Delivery
MEDIA PRE-ADVISORY:
Strategy Workshop
Health Checks
Personal Advisory
DEALING:
Media Selection
Due Diligence
Tax & Legal Solutions
Contracting
Media Reservation
MEDIA OPERATIONS:
Media Planning
Media Buying & Execution
Campaign Management
Media Tracking, Reporting & Optimization
 Media Strategy Workshop
 Media Strategy Workshop
Documentation
Documentation
 Health Check Assessments &
 Health Check Assessments &
Documentations incl. As-Is
Documentations incl. As-Is
Situation, To-Be State
Situation, To-Be State
 Health Check Gap Reports
 Health Check Gap Reports
incl. Action Plan
incl. Action Plan
 Pre-Advisory Presentation
 Pre-Advisory Presentation
 1:1 Advisory
 1:1 Advisory
 Media Selection Assessment
 Media Selection Assessment
and Proposal
and Proposal
 Due Diligence Report and
 Due Diligence Report and
Documentation
Documentation
 Tax & Legal Reports and
 Tax & Legal Reports and
Documentation
Documentation
 Contract Proposal
 Contract Proposal
 Media Arrangement and
 Media Arrangement and
Reservation
Reservation
 Holistic and detailed Media Plan
 Holistic and detailed Media Plan
(all media types)
(all media types)
 Execution of Media Plan incl. Media Buying,
 Execution of Media Plan incl. Media Buying,
(Technical) Campaign Set-Up and Go-Live
(Technical) Campaign Set-Up and Go-Live
 Media Efficiency & Sales Performance Analysis
 Media Efficiency & Sales Performance Analysis
© 2013 Leverate Media GmbH
 Campaign Summary incl. Recommendations,
 Campaign Summary incl. Recommendations,
Actions Points and Optimization Execution
Actions Points and Optimization Execution
 Legal and Tax Duties Report & Documentation
 Legal and Tax Duties Report & Documentation

13. Media for Equity –
A Scaling Option for Start-ups.
Sebastian Erasmus, Leverate Media GmbH, serasmus@leverate.de