Harvest Company Presentation 2011 2012

Company presentation

We help companies make money online

Amsterdam, 2011-‐2012

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Harvest online business development framework: three ingredients form the basis of our work

Harvest is a unique consulting firm with a clear framework and focus: We help companies make money on the web

Strategy and mone:za:on Consumer insights

Make it happen

  Thorough analysis and conceptual thinking

  Vision development and business modeling

  Overall picture of online in its mulA-‐channel environment

  Consumer centric thinking in value proposiAon

  CreaAve, yet pragmaAc soluAons based on consumer insights

  Strong commercial gut feel on what consumers want

  Powerful in execuAon   In-‐depth specialists in online   One stop shop including

technical implementaAon

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Media Commerce

Publishing Social Media Gaming E-‐commerce E-‐Retail B2B

Harvest helps major internaAonal publishers to make the transiAon from a pure offline to a on-‐ and offline company

Harvest supports social media in moneAzaAon, as well as other companies aiming to leverage social media

Harvest supports (casual) gaming companies with adverAsing, in-‐game revenue and their mobile strategy

Harvest has experAse in many tradiAonal (click only) e-‐commerce fields ranging from classifieds to ver:cal portals (e.g. job, travel, …)

Harvest supports retailers (click and brick) and manufacturers (brands) in leveraging the web in the most opAmal way

Harvest helps tradiAonal B2B companies leverage the online opportunity, ranging from lead genera:ng to full-‐fledge B2B e-‐commerce

Strategic Long term sustainable

revenue growth

Tac:cal Short term (1-‐6 months) top line growth

Harvest specializes in six online practices, creating strategic as well as tactical solutions for our clients

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Harvest expertise is captured in pragmatic packages that optimize your existing business…

Op:mizing exis:ng business: seven pragmaAc packages

Adver:sing Product Defini:on Harvest Academy

How to op:mize your adver:sing pixel   Combine short term revenue

increase with a solid long term plan

  Get most out of your premium pixels

  Set-‐up your remnant inventory analyAcal, lean and mean

Leveraging product for business success   Ensure your business goals are

realized by your product   Create or improve your product

with our immediately acAonable implementaAon plan and interacAon designs

Turn your employee into rock stars   Training by consultants on

online topics: mobile, adverAsing, strategy, commerce, etc.

  Cross-‐learning with other companies or tailored for you

  Unique training methodology, experienced trainers and inspiring atmosphere

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6 Mone:za:on quick scan AdSense op:misa:on Harvest Share & $ave buXon Business performance dashboard

From good to great   IdenAfy opAmisaAon

opportuniAes   PracAcal projects with

detailed execuAon direcAons   Top line growth of current

revenue streams

Take your revenues to the next level   To opAmize your AdSense,

tesAng and tweaking is essenAal   Harvest helps to start and

opAmize Adsense  We have a double digit growth

internaAonal track record

Accelera:on word-‐of-‐mouth   An average Facebook Wall Post

leads to 3.2 new visitors   Low involvement categories

need an extra push to share   Harvest Share & $ave bu^on is

an off-‐the-‐shelf soluAon to reward visitors to share their purchase

Insights from vast data sets   Automate data harvesAng from

mulAple sources   Automate visualisaAon of the

business KPIs   Professionalise overview needed

to opAmise

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…or help you kick-start a new business opportunity

New businesses: seven pragmaAc packages

Mobile New business development Social commerce

Seizing the mobile opportunity   Mobile is rapidly growing, both on

phones as tablets   Companies are struggling to

combine successful consumer acAvaAon with solid business models for mobile

  Harvest helps to deliver an acAonable mobile strategy, with a solid business case, ready to be implemented

Entering new markets with new concept   Most online companies already

have strong cards in several markets

  New opportuniAes in other online markets can be found by smart analysis and creaAve thinking

  Harvest makes a business plan for a new concept to develop an online footprint in a new market

Where marke:ng & commerce become one   Enormous traffic and Ame spent on

social media provides an opportunity for social commerce

  Social commerce is not just opening a shop on Facebook, it is about driving sales through sharing

  Harvest can create a product/service social commerce strategy, including a live f-‐store & tracAon plan

Market entry strategy M&A support I M&A support II Se^ng up a direct to consumer (D2C)

How to enter the Dutch and European market   High level market scan   Map market entry strategy into

acAon plan   ExecuAon acAon plan and

document learnings

Unique opportunity to acquire real gems   General mismatch in culture and

approach between start-‐ups and corporates

  Harvest is able to bridge the gap and to select the best targets

  Harvest provides ready-‐to-‐execute investment opportuniAes including investment proposals

Ramp up your start-‐up   Harvest understands the world of

start-‐ups as well as professional consulAng

  Harvest professionalizes your newly acquired business for the long term…

  … and helps to execute low hanging fruit to ignite growth immediately

How brands can expand their role in the value chain   Sefng up an online D2C is a way for

brands to expand their role in the value chain

  However, online and retail are not in the DNA of tradiAonal manufacturers

  Harvest can help brands to set-‐up an online D2C channel for a manufacturer

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Client   Worldwide CE manufacturer opens a

webshop to sell D2C in 10+ countries Challenge   Both online and retail are not in the

manufacturers DNA

Objec:ve   Assist client in stream-‐lining their

D2C channel and achieving a 60% year-‐over-‐year growth

Dura:on   9 months

Situa:on

Analy:cs   Pricing analysis   Analysis on promising product-‐market

combinaAons   Product life-‐cycle analysis   Paid search analysis Process and planning   MarkeAng calendar   Forecast + planning tool   Automated offer report Traffic   Managed paid search agency to

opAmize paid search   IdenAfied top affiliates and closed

deals for most prominent markeAng moments of the year

Ac:ons

Analy:cs   IdenAfied most promising product/

market combinaAons, and applied a sales and promoAonal focus there

  Generated insights on market opportuniAes, products

  Team dashboard Process and planning   Stream-‐lined sales process by

implemenAng standard steps. Delivered corresponding planning and reporAng tools

Traffic   Boosted traffic from paid search: sales

uplil of 60%   Stream-‐lined affiliate strategy

Results achieved

Case example: Consumer Electronics manufacturer opens a webshop to start selling directly to consumers

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Client   Social Network Company Challenge   MoneAzaAon on this social network

was besides media sales under performing both in terms of revenue as level of professionalism

Objec:ve   Increase revenue and professionalize

the moneAzaAon business Dura:on   12 months

Situa:on

How Harvest helped   Develop a 2010 moneAzaAon strategy

  Lead the moneAzaAon team

  Professionalize this team, processes and dashboards

  Pick up three short-‐mid term opportuniAes, formulate and run pracAcal projects in premium services and network adverAsing

  Re-‐launch and professionalize the self service adverAsing business

Ac:ons

Case example: Optimize monetization for a leading social network

Revenue   Triple digit growth of network

adverAsing revenue   Double digit growth of the premium

services revenue

Professionalism   A professional moneAzaAon team up

and running   Real Ame dashboards developed for

monitoring performance

Ready for the future   Developed a two year moneAzaAon

strategy and acAon plan

Results achieved

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Client   Casual Games Company Challenge   AdverAsing revenue and performance

was low compared to benchmarks, while investments in Ame and effort were high

Objec:ve   OpAmize adverAsing in terms of

performance and revenue, while decreasing the investments in Ame and focus


Situa:on

How Harvest helped   Perform a quick scan to idenAfy quick

wins and biggest improvement areas

  Ran quick win opAmizaAon projects (new and improved adverAsing)

  Strategic assessment of adverAsing proposiAon leading to high level adverAsing strategy

  Redefined the premium and regular adverAsing inventory on the plaporm

  Zoom in on improvement areas to idenAfy subopAmal processes and front-‐end and back-‐end implementaAons

  Ran mid-‐long term improvement projects to improve adverAsement relevance

Ac:ons

Case example: Optimizing the advertising revenue for a global leading casual games platform

  Over EUR 500k addiAonal revenue from quick wins idenAfied and realized during this project

  Annual adverAsing revenue grew double digit numbers

  AdverAsing performance (eCPM) improved significantly

  AdverAsing team involvement shiled from mostly tacAcal to more strategic, moving our clients adverAsing business up the value chain

Results achieved

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Client   Major internaAonal publishing

company Challenge   This publisher was only selling their

workflow soluAons to major pharmaceuAcal companies in parAcular regions via a sales force, while there was a huge long tail potenAal of smaller companies and students to be served all over the world

Objec:ve   Provide a strategic roadmap that

leverages the unique opportuniAes to seize the long tail potenAal


Situa:on

Client ac:on   The client had several info websites in

place for the workflow tools   However online markeAng was sAll in

its infancy and the conversion of the info websites was dramaAc

How Harvest helped   Helped to sAmulate cross-‐sell

between products and leverage high traffic properAes in the publishers online porpolio

  Improved conversion of the info websites by analyzing the conversion funnel and opAmizing the flow

  IdenAfied new sources of high quality traffic

Ac:ons

Case example: Helping a publisher to seize the B2B long tail potential

  Just three months aler finishing the project, 80% of the roadmap has been implemented by the publisher and there has been a step-‐change in both traffic and conversion

Results achieved

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Client   Loudspeaker manufacturer and

retailer Challenge   The client was a leading loudspeaker

brand in Germany, yet unable to roll-‐out successfully abroad

Objec:ve   Launch a successful online business in

NL, while gathering key insights in a roll-‐out playbook for the rest of Europe


Situa:on

How Harvest helped   Develop an internaAonal roll-‐out

strategy for NL, containing: -‐  CompeAAve landscape -‐  Product and pricing analyses -‐  Local adjustments to product -‐  Branding and markeAng strategy

  Create a roll-‐out plan with a detailed overview of prioriAes, acAons and responsibiliAes

  Kick-‐start the roll-‐out in NL by sefng up partnerships, make traffic deals, connect with local contacts

  Gather the roll-‐out insights, translate them into pracAcal yet internaAonal insights and capture them into a roll-‐out playbook

Ac:ons

Case example: NL market entry of a German loudspeaker brand

  Successful launch of a rapidly growing business in NL

  150% revenue growth in 3 months

  Lowering CPO with 80%

  Set up professional dashboards, tracking etc.

  Strategic insights leveraged in UK and home market Germany

Results achieved

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Client   Company operaAng 6 product

comparison sites across 4 countries Objec:ve   To determine if and how this player

could grow sales (and profits) Dura:on   6 weeks

Situa:on

How Harvest helped   High-‐level traffic and revenue

analysis, split per country and site

  Pareto analyses on products, categories, and retailers

  Deep-‐dive analysis per revenue stream on front-‐end and rate structure

  Two new major revenue streams were developed

Ac:ons

  One of the two new revenue streams has been set-‐up (with the help of Harvest) and is projected to account for 6-‐12% of revenues aler one year

  The customer has indicated that they also believe in the second new revenue stream but they can only start working on that as soon as resources are freed from the first project

  In 2 of the 3 exisAng revenue streams Harvest idenAfied opportuniAes projected to increase revenues with 5-‐15%

Results achieved

Case example: Monetization quick scan for a international product comparison player

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"Harvest is without any doubt one of the very best e-‐consultancy companies in the world. Excellent knowledge and experDse strategically, tacDcally, and operaDonally, always with clear focus on top line results” Francine van Dierendonck, Sr. Director and Head Global Philips Flagship Store

Harvest serves an international portfolio of pure online players and click-and-brick companies

"The moneDzaDon quick scan that Harvest carried out for Compare Group highlighted tacDcal improvements with direct upside and a strategic opportunity. The Harvest team is very professional and has great knowledge of e-‐retail and online in general.”

Ben Kerkhof, CEO Compare Group

"Harvest supported Experteer in their go-‐to-‐market in the Netherlands. The professionalism, drive and in-‐depth knowledge of the Dutch online were key to the success of the project and the launch of experteer.nl”

Nina Zimmerman, Head of Europe Experteer

"Harvest combines a strategic view on creaDng online success with the power to execute. Passion for the online business, dedicated to deliver results. And above all, a pleasure to work with.”

Marc de Vries, CEO Hyves

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Skills and experience form the Harvest team

The Harvest team brings in a useful combination of skills and experience

Pragma:c “Results focused and street smart”

No-‐nonsense “Tell it like it is”

Analy:cal “Data-‐driven: insights

through profound analysis”

Inspiring “Fun to work with”

Crea:ve “Out-‐of-‐the-‐box soluDons”

Entrepreneurial “Strong commercial

gut-‐feel” The Harvest team combines years of experience in online business development, strategy consul:ng and retail

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  Only acAve in our fields of experAse and non compeAAve with exisAng clients

  Aler the first tracAon has been proved, Harvest adVentures steps in and acquires ±10-‐20%

  Harvest brings the venture to the next level in terms of revenues, operaAons, team structure, business strategy, leverage network

  Harvest has a trusted network of investors to hand over the venture to the next investor

Start-‐up development phases over :me The Harvest adVentures proposi:on

We practice what we preach: Harvest adVentures brings online start-ups to the next level in a short period

6 months Time

“Exit”

VC or Angel level

TracDon proven: Harvest steps in as accelerator

Harvest adVentures

(Rev) growth

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In Q4 ‘10 Harvest acquired a 50% share in Offer:.nl, an online plalorm for business services and work

Harvest brought Offerti.nl, the first adVentures start-up, to the next level within a year

Ac:ons   Re-‐brand and new site   Get the basics right   OpAmized markeAng spending

Result   30% decline of CPL   New site live

Q4 ‘10: Get the basics right

H1 ’11: Quick wins and operaAonal excellence

H2 ‘ 11: Professionalize and funding

Ac:ons   Materialized quick wins   Executed 2011 growth plan   Hire the right staff

Result   50% revenue growth   Hired new team

Ac:ons   Winner in key verAcals   Trained staff and hired future GM   Search for investor and closed deal

Result   60% revenue growth   Significant funding

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Feel free to reach out to us for more information

Harvest – Online Business Development Herengracht 262-‐266 1016 BV AMSTERDAM The Netherlands E: [email protected] T: +31 (0) 20 4277796 I: www.harvestamsterdam.com

Harvest Company Presentation 2011 2012

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