@mequoda 1 Forecasting the Future Master the Art of Proxy Metric Modeling

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Transcript of @mequoda 1 Forecasting the Future Master the Art of Proxy Metric Modeling

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@mequoda 1 Forecasting the Future Master the Art of Proxy Metric Modeling Slide 2 @mequoda 2 Why Do We Need Business Plans? Exploration Documentation Capitalization Slide 3 @mequoda 3 Exploration Slide 4 @mequoda 4 Documentation Slide 5 @mequoda 5 Capitalization Slide 6 @mequoda 6 Digital Strategy Model 5.0 Beta Slide 7 @mequoda 7 Executive Summary Slide 8 @mequoda 8 Online Summary Slide 9 @mequoda 9 Magazine Summary Slide 10 @mequoda 10 Digital Retail Summary Slide 11 @mequoda 11 Overhead Summary Slide 12 @mequoda 12 Executive Summary Slide 13 Strategic Business Plan Management Team Audience Profile Revenue Mix Marketing Strategy Website Design Infrastructure Plan Five-Year Forecast Slide 14 Management Team Slide 15 Organizational Structure Staff Biographies Job Descriptions Slide 16 Organizational Strategy Slide 17 CEO & Founder Rose Harper CEO & Founder Created Hidden Gardens in 1995 Created Gardens Daily in 2001 Lifelong master gardener Author of 12 best-selling gardening books Experienced publishing executive Slide 18 Chief Content Officer John Ashby CCO Editor of Hidden Gardens in 2005 Experienced book editor Former Director American Horticultural Society Award-winning gardener MBA/JD Harvard University Slide 19 Chief Marketing Officer Robert Caswell CMO Responsible for all print and online marketing Hired in 2011 Former Group Publisher with Readers Digest Award-winning gardener MBA/JD Harvard University Slide 20 Chief Financial Officer Trevor Wells CFO Responsible for all finance, operations and production Hired in 2010 Former group controller with Meredith Corporation Award-winning amateur photographer MBA Wharton Slide 21 Chief Technology Officer Jane Doe CTO Pending hire 2012 Currently CTO for successful special-interest publisher Experienced online system manager Deep network of freelance and vendor resources Avid amateur gardener MBA Wharton Slide 22 Audience Profile Slide 23 Market Size Demographics Spending Power Slide 24 Americas #1 Hobby Slide 25 Target Reader Profile 55 and older college graduate married $75,000 household income living in the South no children at home [Source: http://www.gardenresearch.com/index.php?q=sho w&id=2989] http://www.gardenresearch.com/index.php?q=sho w&id=2989 Slide 26 Population is Aging In 2020, 45-84 year old adults will number 131M Up 41% Source: U.S. Census Bureau, 2004 Slide 27 Trends Gardening is Americas #1 hobby [Source: Huliq.com] $28 billion in retail sales in 2010 $363 per household spent in 2010 on do-it- yourself lawn and garden activities [Source: http://www.gardenresearch.com/]http://www.gardenresearch.com/ Slide 28 Revenue Mix Slide 29 User Revenue Sponsor Revenue Slide 30 Product Sales Mix Legacy Product = Magazine Expansion Products = Books, Videos, Digital Magazine & Live Events Slide 31 Sponsorship Strategy Slide 32 Year 5 Revenue Mix Slide 33 Marketing Strategy Slide 34 Branding Traffic Engagement Slide 35 Gardens Daily Brand Wheel Slide 36 Gardens Daily Media Pyramid PREMIUM CONTENT EMAIL & SOCIAL MEDIA WEBSITE 305K 743K 8.4M Slide 37 Gardens Daily Market Clusters Slide 38 Affinity Content Calendar Slide 39 Year 5 Website Visitor Mix Slide 40 Magazine Circulation Mix Slide 41 Website Design Slide 42 Open Content User Community Product Sales Subscription Sales Event Sales Slide 43 Gardens Daily Blog Slide 44 Gardens Daily Community Slide 45 Gardens Daily Shop Slide 46 Gardens Daily Magazine Slide 47 Gardens Daily Events Slide 48 Infrastructure Plan Slide 49 Software Hardware ASP Partners Affinity Partners Newsstand Partners Slide 50 Software Open Source 100% GPL Code WP Compatible Fully Portable Slide 51 Hardware 24/7 Data Center Management Cloud Hosting On-Demand Scaling Predictable Costs Slide 52 ASP Partners Slide 53 Affinity Partners Slide 54 Newsstand Partners Slide 55 Five-Year Forecast Slide 56 Audience Growth Revenue Growth Profit Growth Slide 57 Audience Growth Slide 58 Revenue Growth Slide 59 Profit Growth Slide 60 Investment Opportunity Slide 61 Cash Requirements Terminal Value Funding Sources Slide 62 Cash Requirements $1 Million Slide 63 Terminal Value Slide 64 Funding Sources Operating Cash Flow Debt Financing Enterprise Equity Slide 65 @mequoda 65 Don Nicholas Chief Executive Officer Mequoda Group, LLC Don@Mequoda.com (508) 358-9689 Kim Mateus Chief Content Officer Mequoda Group, LLC Kim@Mequoda.com (571) 313-8779 Thank You www.mequoda.com/dpb12