adConnect deck 09212012

impact focused mobile marketing platform

mobile marketing platform

adConnect drives mobile marketing impact

“WHY PAY FOR ANYTHING ELSE?”


adConnect puts brand action at the fingertips of an engaged audience

Coca Cola

可口可乐

Coke + Weibo = Follow.


Rapid international growth

$0.00

$5,000.00

$10,000.00

$15,000.00

$20,000.00

2010 2011 2012E 2013E 2014E 2015E

Asia/Pacific and Japan

North America

Western Europe

Rest of the World

Mobile Marketing Revenue by Region, Worldwide, 2010-2015

(Millions, USD) Source: Gartner (June 2011)


Demand for Impact, Security

“Can’t we just buy installs in China?” - Dan Riaz, head of acquisitions, Zynga

“If adConnect offered a way to buy Weibo ‘follows’, we would be extremely interested” - Rand Han, Founder/CEO, Resonance China

“Fraud prevention will be difficult in the short run but will ultimately be of massive importance to success in the industry” - Andrew Spear, Digital Innovations Director, Mindshare


Internationalization Issues

non-Chinese apps forego Chinese revenues for three reasons:

Render

Problems

Firewall =

blocked/throttled ad traffic

Poor fill-rates

Language Mismatch

English ads in China

Poor Engagement

Impenetrable Local Services

Chinese ad providers

inaccessible

Poor Accessibility


Secure & Simple Platform

Impact Campaigns

adConnect Targeting

Publisher SDK

adConnect delivers actions to a relevant audience

Secure ‘End-to-End’ solution eliminates fraud, middle-men


Monetise traffic: marketing products

Drive App Buy-in

Promote Install Packages

App Buy-in

Profitable Marketing products

User Growth

App Adoption

RISK FREE

MODEL

IN-DEMAND

PRODUCT


CHINA

adConnect

International Solution

China Installs Western Apps

adConnect

Servers

Chinese

advertisers

Domestic Apps


Founding Team

• Strategy & Finance Background • Stanford GSB & McGill Education

Andrew Boos

• Display advertising at Yahoo! HQ • Software Engineer, McGill University

Alfred Kam

• 10yr+ professional web dev experience • Computer Engineer, McGill University

Joshua Morse

• Android/iOS device expertise • Computer Engineer, McGill University

Rex Kim


Proposal

adConnect has bootstrapped thus far

adConnect is raising funding to go-to-market.

Mar

ketin

g

Build Developer Relationships

Contact Marketing agencies

Broaden web presence

Technolo

gy Improve

release cycles

Hire Engineering Talent

Secure Patents & IP protection

Sal

es Implement

marketing strategy

Recruit experienced salespeople

Uses of Funds:

Q& Competition?

Full Team?

Current Progress?

Projections?

Biz Model?


Global

• adMob (Google)

• iADs (Apple)

• inMobi

• MobClix

• JumpTap

• Millennial Media

Chinese

• WiAd

• Madhouse

• Youmi

• Casee

• Wooboo

• adChina

• Julu Mobile

• DoMob

• Guohe

Fragmented Competition

China coverage lags behind demand Inaccessible to foreign publishers &

advertisers


Roles, Add’l Teammates Andrew Boos: CEO

Business Development

Alfred Kam: COO

Innovation, Sales

Joshua Morse: COO

Lead Server Architect

Rex Kim: Software

Lead Device Developer

Leadership

Zhe Tian: Targeting Algorithms

-Ph.D at McGill University (Biostatistics)

-Experience at major cell phone network as a statistical analysis and machine learning expert

Mo Kouli: Server Development

-Computer Science Major at McGill university

-Experience in database design and application security

Key Early Employees

Arthur Kam: Web Developer

-McGill Engineering Student

-Fluent in spoken and written Mandarin & Cantonese

SJ Directo-Ahmed: Market Intelligence

-MBA Candidate, Simon School of Business

-Digital & Social marketing experience & expertise

Interns


Support Team

Advisors

Julia Markish

Case Team Leader, Senior

Consultant,

Bain & Co.

Stanford GSB

Cornell University

Dali Kilani

CTO External Publishing

Zynga

Board Member, monADize

Stanford GSB

Morgan Kyauk

Director of M&A

Juniper Networks

The Wharton School,

University of Pennsylvania

UC Berkeley

Haas School of Business

Nathan Monk

Sr. Associate

MaRS ICE practice

UWO Richard Ivey School of

Business

Paul Mokbel

Founder & CEO

Sitescout inc.

Leading display advertising

platform

7B+ impressions

processed daily

Robert Cameron

Technical Director, Security

Intelligence

Juniper Networks

Server Security Expert

Professional Services

Robert Stewart

Corporate Lawyer

Anthony de Fazekis

IP & Patent Lawyer

Miller Thomson

LLP

Robert Gold, FCA

Chartered Accountant

Senior Partner,

Bennett Gold LLP


Momentum

Chinese Presence

• Operating Company Established

• Licenses acquired

• Accelerator Investment

Build Server Software

• V1 release August 2012

• V2 Release October 2012

• CPI & CPA functionality

Build Front-end

• Campaign Management Dashboard

• Analytics dashboard

• Registry Frontend

Establish Publisher

Partnerships

• Four beta publishers in production

• Zynga, Rovio, Outfit7 Relationships established

Begin Beta Testing

• Strong server performance

• Critical metric collection

• 20M impressions processed


Beta Performance

12 other brands

Brands

CF控

Beta Publishers Major Chinese Brands

20m+ impressions, 180k+ users


Business Model & Financials Stage 1: Audience Growth

Offer advance of credit up-front, must publish

Encourage re-investment into growth (Discounts)

Aggressively recruit growth-stage apps

Growth > Revenue

Stage 2: non-App Marketers

Allow nonpublishing parties to bid for products

Aggressively recruit marketing agencies & departments

High Revenue Expectations

RTB: Pure Market Price 70/30 Rev Share


Projection (moderate)

0

50,000

100,000

150,000

200,000

250,000

300,000

350,000

400,000

1 2 3 4 5 6 7 8 9 10 11 12

Cas

h flo

ws

($U

SD

)

Cash Flow Position

Cash In

Cash Out

Months

adConnect deck 09212012

Business

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