Austin John

Introducing the Lloyd’s List Companies

Tracker

The opportunity

Conceive

Companies Tracker$54mTop 20 shipping lines

The premium provider of competitor intelligence on financial health for companies in the shipping industry.

Conceive

“

”

Finding our customers

Conceive

3000 invites sent 188 full responses

said company financial & analysis was useful, very useful or essential to their role

80%

24 invites sent 4 phone interviews complete

Operational and Executive level

Sound bites

• Associate at Holman Fenwick - “I perform searches (..myself and via a team we have in Singapore…) across multiple sources for companies, to understand whether it’s worthwhile my client commencing proceedings against them. I look to understand the assets that the companies own and the finances of the company which are crucial to the supporting evidence I collect for my clients”

• Senior analyst at Mckinsey and Co - “it’s difficult to find one source for everything that you would like to know about a company. Most of the time we use a bottom up approach - starting by analysing profitability of each trade lane and then moving upwards from there to understand the company’s financial health.”

• CEO of ACL Cargo - “companies put out announcements and quarterly reports, but focused on whichever top-line number told the best story. You then have to do a lot of work trawling through the announcement to get to the heart of their results and understand their true performance”

Conceive

Assessing the business model

Why Ask the analyst email service?

• Quicker to market

• Opportunity to up sell current subscriber base

• Access to analysts a USP along with focus on quality

Conceive

Conceive

Cost Structure Revenue Streams

ChannelsKey Metrics

SolutionProblem Unfair Advantage

Customer Segments

Unique Value Proposition

1. Have a timely requestfor company financial or asset information and need a trustedsource to deliver to a high standard.2. Require bespoke information on a certaincompany only, not usingstandard metrics

3. Don’t have time to browse through a company data and pull everything together in the report they are creating.

1. Analysis and key data delivered via email

ATA Requests and value of that data using a model to estimate costsInternal insight - who users are comparing to see what’s in demand

People - Developers/DBA’s/Analysts/Journalists Research - financial and asset information Data/List acquisition Sales - Key account and retention Marketing to promote service

Subscriptions/consulting fee - depending on usage and ATA requests Up selling/Add ons for Lloyd’s List Subscribers - Premium

PRODUCT MARKET

Analysts Executives Lawyers Librarians

Knowledge of analysis's within our business and relationships we have in the market. Trusted source for a long time 1764

Email

The only place within the market that users can get useable metrics on public and private companies together - along with information on their assets, layered with meaningful editorial insight

2. User can generate ATA request using a simple form

3. Service level agreement on delivery time for the data

Ask the analyst email service

Trusted in giving a balanced view - not spinning a line.

Market sizing

Conceive

Maersk Line (one of top 20) revenue of $20.6bn in 2013 Per year they spend 0.25% of that on research = $5.15M

Other 19 shipping lines have an average research spend of half that = $2.5m

Across the top 20 shipping lines the potential for research spend $54m

Market sizing and competitor matrix

Conceive

US Energy Information

Administration (EIA)Infospectrum IHS Fairplay bespoke

data Bloomberg My tool

Geographical coverage

Global public and private

UK, Australia, London, Singapore, Ukraine

Global public and private

Global public comapanies

Top 20 Global shipping companies

and related companies

Channel to request information Online data extract Search and

downloadable reports Data feedOnline data and

reports and via the terminal

Landing page with email delivery

UX Basic search and results screens

BASIC SEARCH AND RESULTS

EVERYTHING ON REQUEST COMPLEX BRILLIANT & SIMPLE

(of course!!!)

Markets covered Global energy marketMaritime, energy,

aviation and commodity

Global energy market Key financial and targeted sectors

Maritime and supporting services

Price and product offering FREE £400 - £20,000 On application/

Consultancy

Per seat license with terminal licenses being expensive

£500 existing sub up sell subscription or £300 per hour for bespoke (2 hrs

minimum)

Roadmap and releases

Plan

Jan Feb Mar Apr May June

Research

Development

Service levels and go to market

Landing Page Extended web productBasic web

benchmarking

Base top 20 companies

Product packaging Validation

Customer development (new features)

Staffing levels/SLAs Content managementOnboarding

Personas

Plan

Behaviours

Stories and Scenarios Goals / Needs

• Name: Winston Barkside • Aged between 25-35 • Focused/specialism by sector • Located in one office • Deals with cases in multiple

geographies • High levels of information need and is

prepared to spend the time researching

• Needs to provide data of financial/asset information in order to build case for client

• Comparing company/personnel connections is very manual currently

• Find’s it hard to locate information in smaller countries that don’t have a central register of companies

• A place to get all of this information in one go

• Does own research • Interacts with other research teams within the

company • Using multiple sources • Tries to find company connections and individuals

within them • Currently uses Lloyd’s List Intelligence for asset

information (Vessels), but also buys reports when needed

• Hires third parties to gather information on his behalf

• Will have to build a case to support a clients request

• Uses information to understand whether it is worthwhile for their client to build a case against the company or individual

Bios and demographics

Winston Barkside - Legal Executive (operational)

Personas

Plan

Behaviours

Stories and Scenarios Goals / Needs

• Name: Philip Domontford • Aged between 45-65 • Owns company vision • Reports to board and shareholders • Ultimately responsible for company

performance and growth plans

• Assesses own company performance against other peers in the market

• Needs to be clear on the quality of the data to form parts of the recommendations he makes to the business.

• Analyses market to get clarity on the data out there. Companies often spin a more positive lines out poor results when information is restricted to the public.

• Uses a team or secretary to do research • Information gathered drives decision making

process • Using multiple sources to ensure quality in

data • Also hires third parties to gather information

on his behalf

• Will be fed this information by a research team and needs it to be concise. Unwieldy reports waste time and don't help him understand the market challenges quickly.

• Often keeps a close eye on the competitors to see where they are gaining or falling behind in his own companies performance.

Bios and demographics

Philip Domontford - CEO (Executive)

Features

Plan

A single place to download company financial health data

The ability to download this data in a format I can use in my management reports

I want to understand the connections between companies and the people within them

I need to be able to read whilst I am travelling

Report download

Document format selector

Related assets and people

Mobility and email delivery

Fleshing out the full product

Develop

Base wireframes

Develop

Full product wireframes

Develop

Metrics and financial objectives

Metric 1 - Financial/conversion

• Up sell 15% of current subscriber base of 3000 end users (currently paying a yield of £1700 each) - 350 @ £500 each = £175K additional renewable revenue

• Assumption that current subscribers to Lloyd’s List (who don't spend £8k with LLI) are willing to spend more for the addition of the company data

• Plan to attract with a special offer that ties into their main subscription

Iterate

Metric 2 - Product offering

• Create 100 new research requests using a base of £300 per hour on the bespoke product. Minimum 2 hours work for ATA = £60K additional revenue

• Assumption that subscribers are looking for more bespoke data reports than prepackaged off the shelf ones

• Use my landing page to understand price points and demand for each type of product

Austin John

Introducing the Lloyd’s List Companies

Tracker