business plan 2houses power point sur mymicroinvest

1 of 21

Co-parenting facilitatorPresentation - September 2012

2 of [email protected]/2houses@2houses_com

Co-parenting facilitatorwww.2houses.com

The history

Personal story

2houses was created by Gill Ruidant in May 2011.

He has himself lived a separation in 2004 and he looked for a tool, an interface which could have helped him, his son and his ex-companion, to communicate and get organized about custody and the well-being of their son, Noé. The existent tools were not optimized for divorced parents. Gill decided, few years later, to build his own platform : 2houses.

Gill is an entrepreneur through and through. His international and management experiences linked to his personal experience helped him to build 2houses. www.2houses.com



Concept

“Divorced parents still have to communicate, Face to face and phone conversations often generate conflicts. Having a web interface removes the emotional element and improves the communication.”

In such situations, access to the same information is key. It helps reducing the conflicts and allows the parents to keep track of the information.



Product (1/2)

Calendar

Manage custody, events and changes without any conflict.

Finance

Add the share expenses and keep an eye on the balance.

Journal

Share the moments of everyday life with your ex and also with other members of the family and family circle.

Next page...



Product (2/2)

Albums

Capture moments and save them in a secure familial environment.

Info bank

A common source of practical information about your children.

Messages

Threads are stored and secured.

+ email & SMS notifications calendar synchronized with smartphone



Pricing and revenues

Next page...



Project evolution since its launchMarch 2011: Founder’s Institute

2houses won the first price.

April 2011: Start of development of the Alpha version

End of June: Alpha version ready (private)

August: Seed funding by Inventures and start of development of the Beta version

31st of October: Launch of public Beta: exciting!



Project evolution since its launchFebruary 2012: Start of development of Version 1

based on more than 1000 feedback from users

June 2012: Launch of 2houses Version 1 including 150 improvements

July 2012: 5000th family account created

September 2012: Start of billing & crowdfunding – start of iPhone mobile app development



Achievements to date

Unique visitors on www.2houses.com: 48,241

Family accounts created: 5,565

1,000+ feedbacks received

February 2012: 150 improvements made

15th of June 2012: version 1 online

http://www.2houses.com/



User feedbacks



Press coverage

Impressive press coverage in Belgium, France and the rest of the world

http://mymicroinvest.com/startups/9-2houses?locale=en&part=press

http://mymicroinvest.com/startups/9-2houses?part=press



Unique visitors vs. sign ups

Nov. 2011

Dec. 2011

Jan. 2012

Feb. 2012

Mar. 2012

Apr. 2012

May 2012

Jun. 2012

Jul. 2012

Aug 2012

0

2000

4000

6000

8000

10000

12000

14000

16000

Unique visitorsSign ups

Unique visitors: 48.510Sign ups: 5.405Conversion rate: 11,14%



Demographics

45%

30%

10%

5%

4% 1% 1% 1%3%

Users per country

FranceBelgiumUSCanadaSwitzerlandIndiaUKSpainROW



The market

“There are 40,000,000 divorced or separated parents in Europe and 1.6 million new divorces or separations involving children every year”

A couple divorces every 30 seconds in Europe - this affects millions of children. Over the last 27 years, America has witnessed a 279% increase in the divorce rate. Because consumers use online services every day (to communicate and interact with their bank, administration, etc.) It is the right moment to introduce 2houses as an online communication tool for divorced parents. The European market is untapped and will allow 2houses to have a strong market position thanks to the "first mover advantage".



The competition

“ There is a handful number of similar services in the US but no major competition here in Europe”

How are we different?

Available in 4 languages and 3 more by Jan 2013User friendly interface / everyone can use it without guidanceMobile: SMS notifications, calendar synchronization with smartphone“Customer development” strategy (eg. Beta -> Version 1)

Today, 15% of our users are from North America



2 houses acquisition strategy

SEO SEA Interme-diaries Members Offline

guidesOnline guides Marketing

www.2houses.com

Sign-up test account (the use is free for 2 months)50% - no renewal 15% - switch to pay 35% - switch to free

10%conversion

10% 50% 20% 50% 25% 25%

Mea

ns to

gen

erat

e tr

affic

on th

e pl

atfor

mCo

nver

sion

and

acco

unt c

reati

on

17 of 21

FinancialsPresentation - June 2012



Revenues and costs assumptions• a number of unique visitors per month generated by the online marketing campaigns, word of mouth (virality), the guide and the intermediaries recommending the platform;

• a conversion rate of unique visitors creating a (2 months) test account that depends on the traffic source (e.g. 10% for online marketing and 50% for intermediaries);

• a conversion rate of test accounts to free accounts (35%) and pay accounts (15%);

• an attrition rate (20% per year) taking into account the possibility of unsatisfied clients or clients having no use anymore of the platform ;

• an average pricing per pay account of EUR 100 (VAT incl.) per year; and

• limited advertising revenues (less than 10% of total revenues) of EUR 0.2 per month per free account.

• cost of guide edition;

• a price per online payment (payment processing costs);

• the salaries of the team that consists of the management, IT, marketing, country managers, community managers, a product manager and a responsible for administration;

• an important marketing budget that covers annual marketing costs and specific marketing costs related to the launch of a new country (translation, marketing, ...);

• IT costs (servers);

• administrative costs such as the rent for the offices, insurance, legal and accounting costs.

Revenue drivers Cost drivers



Key figures

ACCOUNTS # 2.687 16.332 54.415 122.448 224.254market share % 0% 0% 1% 1% 2,27%growth % n.a. 508% 233% 125% 83%Pay accounts # 805 4.896 16.316 36.722 67.258

Free accounts # 1.882 11.436 38.099 85.726 156.996 2012 2013 2014 2015 2016TURNOVER EUR 17.844 246.188 959.413 2.416.997 4.734.750growth % n.a. 1280% 290% 152% 96% COGS EUR -5.943 -19.434 -41.235 -77.003 -119.670 GROSS MARGIN EUR 11.902 226.755 918.178 2.339.994 4.615.080as % of turnover % 67% 92% 96% 97% 97% SG&A EUR -303.778 -1.065.674 -1.517.151 -2.230.062 -2.338.125EBITDA EUR -291.876 -838.920 -598.973 109.931 2.276.955as % of turnover % -1636% -341% -62% 5% 48% NET PROFIT EUR -339.445 -866.824 -632.203 76.909 2.094.735as % of turnover % -1902% -352% -66% 3% 44%

Unit 2012 2013 2014 2015 2016 NUMBER OF COUNTRIES # 6 12 12 12 12NUMBER OF LANGUAGES # 5 11 11 11 11 MARKET TARGETED # 6.427.080 8.313.704 8.810.743 9.338.116 9.897.709market share % 0,0% 0,2% 0,6% 1,3% 2,3%

2houses has already 5.565 accounts created (cfr slide 7). But the aim is to reach 805 pay accounts by the end of 2012.



Key financials

2012 2013 2014 2015 2016

-2,000,000

-1,000,000

0

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

6,000,000

Cash position end of period TURNOVER SG&AEBITDA NET PROFIT



Balance sheetUnit 2012 2013 2014 2015 2016

TOTAL ASSETS EUR 954.366 280.528 144.273 1.052.801 4.315.958

Fixed assets EUR 36.333 37.000 31.000 25.000 20.000

Intangible assets EUR 23.000 17.000 11.000 5.000 0

Tangible assets EUR 13.333 20.000 20.000 20.000 20.000

Financial assets EUR 0 0 0 0 0

Current assets EUR 918.033 243.528 113.273 1.027.801 4.295.958

Accounts receivable EUR 911 6.090 19.979 44.693 81.600Other receivables EUR 0 0 0 0 0Cash EUR 917.121 237.439 93.293 983.108 4.214.358

TOTAL EQUITY AND LIABILITIES EUR 954.366 280.528 144.273 1.052.801 4.315.958

Equity EUR 399.155 -467.669 -1.099.871 -1.022.962 1.071.773

Capital EUR 738.600 738.600 738.600 738.600 738.600Profit/ (loss) carried forward EUR -339.445 -1.206.269 -1.838.471 -1.761.562 333.173

Provisions EUR 0 0 0 0 0

Financial debt EUR 478.051 431.983 384.986 337.039 288.125

Convertible debt EUR 0 0 0 0 0Bank debt EUR 478.051 431.983 384.986 337.039 288.125

Current liabilities EUR 77.160 316.214 859.158 1.738.723 2.956.059

Overdraft EUR 0 0 0 0 0Accounts payable EUR 28.406 81.496 145.963 196.878 205.736Other payables EUR 48.753 234.718 713.196 1.541.846 2.750.324

22 of 21

Team



The Team

business plan 2houses power point sur mymicroinvest

Documents

houses version

world coparenting facilitator

onlinecoparenting facilitator

development of version

beta version

beta version

alpha version end

date unique visitors