MindManager Version 9 for Mac
Business Case
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MindManager Version 9 for Mac: Objectives
Drive revenue for Mindjet New product announcement drives attention to
both Mac and Windows products Increase net new user licensesEstablish greater consistency across product
platforms Improve existing customer satisfaction levels
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ANALYSIS
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Adding up the Mac Revenue
Buy MM7 Mac, Get MM8 Mac Promo Started in 09/2009
Half of revenue allocated to MM8 total revenue due to early announcement of MM8
Total MM8 Revenue: Actual: 1,452,390 Promo: 231,711 Total: 1,684,101
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MindManager v8 Mac Costs
Gross: $1,684,101 Cost: $623,000*Net Margin: $1,061,101 (as of 08/2010…….7 months availability)
Achieved ROI: March 2010 (2 months after launch)
Outside development: $384,000Internal overhead: $233,000Marketing spend: $6,000
1061101384000
233000 6000
MindManager v8 Mac Gross Profit
Net MarginOutside De-velopment CostInternal Overhead Cost*Marketing Campaign Spend
*Does not include any non-engineering internal costs
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MM8 for Mac Customer Base
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MM8 for Mac Customer Base
1. FULL PRICE PURCHASESa. 31% of the customers that purchased Mac 8 were net
new customers to Mindjet – this is still a great new number and opportunity
b. 14% that purchased were MM Windows customer buying Mac for the first time – they had never held a previous mac version2. Upgrades
a. 28% were Mac prior version upgradesb. 27% upgraded already owning BOTH versions of
MindManager – Mac 7 and a Windows version (not all version 9s)
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Mac Market Facts & Figures• Mac market is growing in the US– 1.4 million Macs sold in Q2
2008– 3.05 million Macs sold in Q2
2009• Mac shipments to businesses
grew 50% y/y (Q2 ‘09-’10)• Mac sales to government
organizations up 200% y/y• 93.96 million users of OS X
operating system (~8% market)
79%
19%
2%
In 2010-2011 is your firm likely to allow more users
to deploy Macs as their enterprise desktops?
YesNoUnsure
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MINDMANAGER VERSION 9 FOR MAC:PROPOSAL & RECOMMENDATION
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MindManager Version 9 for Mac: Proposed Lighthouse Features
• Adopt MS Office 2011 for Mac Interface to Create Consistent MindManager Experience across Platforms
• MS Office & Outlook 2011 Integration• Presentation Mode• SharePoint Content Management Support• Google Docs Back-End Integration
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Projected Finances for MM9 for Mac
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Development Approach
• Development by external teams (Virtual FX)• Development resources separate from
MindManager v10 for Windows and MindManager Web projects
Doesn’t interfere with critical path of higher priority projects
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Next Steps• Approve MindManager Version 9 for Mac• Sign UX & Development vendors• Proceed with Phase 4: Inception and Phase 5: Elaboration• Post-Elaboration XT Presentation:
– Updated financial model– Updated timeline– Detailed product plan– Preliminary go-to-market plan
Phase 3: Analyze 08/01–09/30
Phase 4: Inception 10/01
—10/28
Phase 5: Elaboration 10/29—11/24
Phase 6: Construction
11/25—4/13
Phase 7: Transition
04/14—04/20
BACK-UP
4/22/2010 14
15
MindManager Unit Growth
Q2 '06
Q3 '06
Q4 '06
Q1 '07
Q2 '07
Q3 '07
Q4 '07
Q1 '08
Q2 '08
Q3 '08
Q4 '08
Q1 '09
Q2 '09
Q3 '09
Q4 '09
Q1 '10
Q2 '10
Q3 '10
0
2000
4000
6000
8000
10000
12000MindManager for Mac Unit Sales by Quarter
MM MacLinear (MM Mac)
Quarter by Year
Num
ber o
f Uni
ts S
old
MM7 launched in Q2 2007
MM8 pre-sales began at the end of Q3 2009
MM8 launched in Q1 2010
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MAC MARKET ANALYSIS
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MindManager Version 9 for Mac Requirements Research Sources
• Staff Interviews– Interviews staff members representing product management, product marketing,
program management, user experience, engineering, sales, marketing, customer service, and EMEA
• Customer Feedback– 1,432 support requests pertaining to MindManager for Mac dated 02/2009 to
08/31/2010• Design Partner Data
– Reviewed design partner data for 1,392 users from 11/2009 to 4/2010 Windows users, and ascertained certain assumptions about the Mac audience from that data
• Online Community Feedback– Yahoo! MindManager group feedback 11/2009 to 08/2010– Mindjet Blog feedback– Mindjet User Forums feedback 05/2007 to 08/2010
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Appendix
• http://www.businessinsider.com/2008/7/microsoft-s-real-problems-cloud-computing-and-the-second-coming-of-apple 07/2008
• http://www.geek.com/articles/apple/apples-q4-earnings-shine-thanks-to-a-record-number-of-macs-and-iphones-sold-20091020/
• http://arstechnica.com/apple/news/2010/08/macs-making-bigger-enterprise-gains-than-rest-of-pc-market.ars 09/2010
• http://www.numberof.net/number of mac users/ 05/2010
FOLLOW-UP TO XT PRESENTATIONAdded 09/21/2010
4/22/2010 19
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125,454 Mac customers 22,653 Mac customers have MM Windows102,801 Mac customer have no MM Windows 10,016 Mac customers have Version 8*2,852 Mac8 customers have MM Windows7,164 Mac8 customers have no MM Windows *Mac Version 8 customers (10,016) are customers who bought Mac7 Licenses or Mac7 Upgrades after 11/24/2010, and customers who bought Mac8 Licenses or Mac8 Upgrades.
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Marketo Data 11/24/2009 – 09/20/2010
Category Win Previous Mac Email Count
Total MM8 Mac 0%-100% 0%-100% 10016
Mac8 emails with previous Win 100% 0%-100% 2852
MM8 emails with previous Win but no previous Mac (Win -> Mac8) 100% 0% 1205
Mac8 emails without previous Win 0% 0%-100% 7164
Mac8 emails with previous Mac (Upgrade or MSA -> MM8 Mac) 0%-100% 100% 5275
Mac8 emails with previous Mac and previous Win 100% 100% 1647
Mac8 emails with previous Mac and no previous Win 0% 100% 3628
Mac8 emails without previous Mac (new MM8 Mac License) 0%-100% 0% 4741
Mac8 emails without Win or Mac (new MJ Cust) 0% 0% 3536
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MM8 for Mac Customer Base
23077
3785
Units of MM8 for Mac
Net New LicensesExisting User Upgrades
86%
14%