onelobby investor deck oct 30
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SMART EVENTS: ATTENDEE & BUSINESS INTELLIGENCE
ONELOBBY.COM
THE PROBLEM
Event organizers want an easier and automated way to collect attendee demographics to learn more about their customers and help sell more sponsorships
Brands, Corporations, Associations and Enterprises spend a fortune on throwing events, without having the tools to measure the benefits of these investments.
There is no effective way to measure success or ROI to justify expenditure. With over 50% of companies expecting a positive ROI from their event, that’s a big problem!
“69% of Brands claim the absence of an industry standard ROI measurement model is a challenge for their organiza=on” – EventTrack 2012
• 84% of the event marketing executives say experiential marketing is critical to their organization
• 60% of of firms with event budgets b/w $50 - $100 million and ALL of firms with over $100 million say that events are critical.
EVENTS & EXPERIENTIAL MARKETING IN
THE CORPORATE WORLD
Measuring the BUSINESS INTELLIGENCE of Events
Companies are using events in a big way as part of their marketing efforts. By tracking and reporting on meaningful attendee data, marketers can tailor event solutions to increase ROI for their events
OUR SOLUTION
• According to a study by Frost & Sullivan 2013, Companies spend 1% of their revenue on Meetings and Events
• This represents $396 BILLION in spending by the global 2000 alone. Would you spend $400 BN w/o knowing what you get in return?
• Large enterprises spend an avg of $21 million on Meeting & Events annually
MARKET
SIZE
EXAMPLE TARGET
CUSTOMERS & MARKET SIZE
CORPORATIONS & AGENCIES ASSOCIATIONS & NOT-FOR-PROFITS
• Target US Fortune 2000 list for ROI Package offering
Over 1.8 million registered Associations in the US & 70,000+ in Canada • 23,000 Association Executives • 10,000+ Organizations
• 24,000 Members from 69 Chapters in 20 countries
Conference and Event Planning Agencies – 335,000+ US Businesses
Focus on companies looking to leverage technology to improve operations "
1.Input attendee email list via Reg system api or .csv file
2. Grant OneLobby access to CRM /AMS
Impact on Pipeline Metrics
Potential Sales Opps Pre Event
Press coverage
Post event sales analysis -Conversions
-New sales -Customer acquistion cost -Revenue per attendee etc
Aggregate social data and attendee
social profiles
Attendee Professional Profile
Cost per attendee per day
Output
HOW
IT WORKS Input
• Total Attendance, participation or visits • Leads • PR and press coverage • Aggregate Twitter and Instagram posts • Sales post – event • Facebook likes, social media activity, posts • Customer time w/ product or experience. • Cost per attendee per day • Day of event data • Marketing performance
MORE
DATA POINTS
• Proprietary algorithms • Various api’s from Linkedin, Klout, Twitter et • Leverage close relationships with Salesforce/
Radian6 • Fullcontact.com (charges .005 - .003 cents
per email address processed)
HOW
WE DO IT
EXAMPLE TARGET
CUSTOMERS
BRANDS & ASSOCIATIONS
CORPORATIONS & AGENCIES ASSOCIATIONS & NOT-FOR-PROFITS Pricing based on Self-Serve feature set model and per attendee for business intelligence information for larger events
We have had traction with fixed monthly pricing & customers are paying upfront for annual terms. Pricing based on Self-serve feature sets
60M Raise April 2013
$3.5 Billion in marketing cloud acquisitions since 2011
IPO’d Aug/13 valued at $1.6 billion +
Went private valued at $1.2 Billion Sept 2013
Texas convention travel and reg company. $130M in rev annually.
3rd largest pure play event organizer in the world. $1.3BN in rev annually.
POTENTIAL
ACQUIRERS
Pricing Model – SaaS and Per Attendee Pricing
COMPETITIVE
LANDSCAPE Currently)built)into)platform
Budgeting)Tool ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔
Dashboard ✔ ✔
Document)Management ✔ ✔ ✔
Event)Planning/Setup ✔ ✔ ✔ ✔ ✔ ✔ ✔
Mobile)App ✔ ✔ ✔ ✔ ✔
Social)Feed ✔ ✔ ✔
Task)Assignment ✔ ✔ ✔ ✔
Email)Marketing ✔ ✔ ✔ ✔ ✔ ✔
CRM/Contacts)Manager ✔ ✔ ✔
Integrations/Partnerships ✔ ✔ ✔ ✔ ✔
Upcoming)roadmap
App)Marketplace ✔ ✔ ✔ ✔
Permissions ✔ ✔ ✔
Registration/Payment ✔ ✔ ✔ ✔ ✔ ✔ ✔
Reporting/Surveys)Tool ✔ ✔ ✔ ✔ ✔ ✔ ✔
Scheduling ✔ ✔ ✔ ✔ ✔ ✔ ✔
Sessions)Management ✔ ✔ ✔
Sponsorship)Management ✔
Supplier)Directory ✔ ✔
Volunteer)Management ✔
Website)Tool ✔ ✔ ✔ ✔ ✔ ✔
Business)Intelligence ✔
NEXT
STEPS Targeting associations, brands and big enterprise companies. We have seen the most traction there. Provide customers with Business Intelligence Metrics measured from their events. Create a self-serve sales model; where customers can pick packages tailoring features to their needs. Grow each customer with add-ons like web site publishing and reselling apps. Ex: 10% cut on all supplier deals brokered on the platform. Dominate the industry to become a billion dollar company.
WHAT WE’VE
ACCOMPLISHED
Built an amazing team Strong early adopter program
Pilot launched with UBM Revenue generating
Since September 2012 we have:
LONG TERM
VISION
To selectively integrate to form a marketplace and to create community. Think LinkedIn for the event world, Yelp for event suppliers and Apple’s App marketplace for technology.
To capture the Event Industry eco-system onto one platform.
To create Zero Friction, remove complexities and increase efficiency; Collaborative Event Management.
Bring big event technology to everyone.
Create more value than we extract.
WE ARE BUILDERS.
Jordan Smith CEO Unbelievable hustle.
Brian Dunphy CTO Co-founder of Radian6
Jason Misener, CMA MBA COO/CFO Prev. at Salesforce
Bojan Djurkovic Lead Software Engineer Prev. at RIM
Andrew Trites Software Developer Prev. at The Learning Bar
Matthew VanTassel Lead UI Engineer Prev. at Salesforce
Jamie Curtis Software Developer Prev. at RIM
PHENOMENAL ADVISORS
We have the privilege of an amazing group of advisors. People who build wildly successful companies and continue to innovate.
Marcel Lebrun CEO of Radian6 (Acquired by Salesforce for $350 million)
Paige Pires de Almedia GM E2 Conference, UBM TechWeb
Milan Vrekic CEO of TitanFile
Jevon MacDonald CEO of GoInstant (Acquired by Salesforce for $70 million)
Jeff White COO, East Valley Ventures Prev. CFO of Radian6, Q1 Labs, iMagicTV
SOME OF OUR ANGEL
INVESTORS
Our founding team and angel investors contributed to a $500,000 convertible debenture (November 2012).
Gerry Pond Chairman, Mariner Partners Co-founder, East Valley Ventures
Francis McGuire CEO, Major Drilling Group International (TSX: MDI)
Dwight Spencer Co-founder of Q1 Labs (Acquired by IBM for $650 million)
Charlie Harling EVP Sales, Bell Aliant
Dominique Karg Co-founder of AlienVault
Permjot Valia Founder of MentorCamp
We are looking to raise $1.5 million to extend seed round for 18 months, primarily to: • Build out Marketing & Sales Strategy • Develop features to measure Business Intelligence of Events
THE
ASK
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