fi bcn may 17 2016 bootstrapping and fundraising daniel romy

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Leveraging Media Assets



CONFIDENCIAL

MEDIA DIGITAL VENTURES

Media Digital Ventures is the first M4E fund present in Spain

We are unique in offering:

• Broad tech industry knowledge

• Advertising expertise and knowledge

• Investment and M&A expertise

•

International approach• Strong understanding of the Spanish market



CONFIDENCIAL

MEDIA PARTNERS MAPPING

Born in 2005, Atresmedia is the biggest

supplier in Spain by volume of advertising

investment, with a market share of 15% of the Total Investment in conventionalmedia

Grupo Godó is a prominent leader in Catalonia

in all relevant mass media. Its origins date

back to 1881 with the creation of the

newspaper La Vanguardia

Vocento is one of the leading multimedia

group in Spain due to the reputation of its

brands, which have a strong presence in all

areas of information, both national and

regional level.

Clear Channel Outdoor, with nearly one million

advertising media located in dozens of countries around the world, is the largest

outdoor advertising company.

Clear Channel Spain was born in 2002 and has

an heritage of 30,000 advertising faces.

Founded in 1976, Grupo Zeta is one of the

main press editors groups in our country

with presence not only nationally but alsoregionally

ARA is a regional newspaper created by a

group of entrepreneurs in Catalonia that they

are committed to their society, a newspaper

without mental boundaries.

ARA borns as a community of people reading,

connected by the paper and the screen.

HEARST

editoria

combina

and sale

In 2009circuit in

advertis

quality

well as i

media.



CONFIDENCIAL

WHAT IS MEDIA FOR EQUITY?

C o m p a n y

A

C o m p a n y B

C o m p a n y C

C o m p a n y

D

C o m p a n y E

T V

R a d i o

N e

w s p a p e r s

O

u t d o o r

I n t e r n e t

Startups

Media Owners



CONFIDENCIAL

WHAT IS MEDIA FOR EQUITY?

Investment model offering Media in exchange for Equity shares of the startups

• What do we understand by Media?A powerful marketing/advertising campaign,

helping start-ups driving their brand awareness

• How is this campaign offered?Through advertising assets

• By who?The different mass media players and their

specific media outlets

Funding modalities

Equity share

(+ Revenue Share)

(+ Guaranteed minimum)



CONFIDENCIAL

WHY DOES MEDIA FOR EQUITY EXIST?

• Investment is in short

supply

• Saturation in the online

advertising tools

• Need to reach a high

consumer base and to

increase their brand

awareness

• Unsold advertising

space

• Access to new

opportunities of value

creation that exist in

the digital environment

START-UPS MEDIA COMPANIES

M4E



CONFIDENCIAL

RATIONALE FOR STARTUPS

• Ramp-up for Startups with proven KPIs and with a need to

scale rapidly

• Use of M4E frees up cash for growth management

• Optimal media plan: media mix, channels, reach. Startups

can’t afford this advantage by any other means

• Media Expertise: Strategy Design, Campaign follow-up,

analytics, KPI monitoring

Advantages Success Cases –



CONFIDENCIAL

Design

M

Defi

Select t

Launc

Repor

Track o

MEDIA FUND

INVESTMENT PROCESS

Investment Analysis

as a traditional VC

• Market Study

• KPIs

• Metrics

• Business model

• Exit

• Valuation

• Term Sheet

• Shareholders Agreement

Executive Investment

CommitteeManagement Team & Media

Partners

Presentation of the

investment opportunity

&

Approval

Investment Analysis phase as a traditional VC + Des2 x 1

STARTUP

Do we invest? Execution



CONFIDENCIAL

INVESTMENT : Different opportunities

• Based on helping startups driving

their brand awareness through

powerful marketing campaigns,

receiving in exchange equity share of

the startups.

• The Media group participates in the

shareholding thanks to the

advertising investment made.

• The Media group offers advertising services in

exchange of a % of the sales the startup has

achieved thanks to the advertising.

• A baseline has to be established: the historic

business volume of the startup previous to

the advertising

• The deals of Media for Revenue Share are

accompanied by Media for Equity

• To mitigate

investment, t

the disburse

services rend

MEDIA FOR EQUITY MEDIA FOR REVENUE SHARE GUARAN



CONFIDENCIAL

MEDIA: The Advertising Campaign

Media Mix

Selection of the Media Channels and the specific suppliers inside them to use in the advertising

campaign.

The choice of the Media Outlets is made according to: advertising objectives, message, reach and

frequency desired.

Each one of the Media Channels is appropriate in different situations

A good planning of the appropriate mix impacts directly on the return of the campaign

Coverage Frequency Affinity Media Mix

Well-defined Optimized

Effective & Efficient Campaign



CONFIDENCIAL

MEDIA: The Advertising Campaign

SMALL TICKETS / LOCAL CAMPAIGNS LAUNCH NATIONAL CAMPAIGNS BIG TICKETS / FOLLOW ON

100K – 300K €

Multimedia Campaign (Not TV)

Small TV Test Campaign

OR

300K – 600K € >600K€

TV Campaign

+

Other media to

Support TV

TV Cam50%/ 60

+

Multimed50% / 4

M4E CAMPAIGN MODELS



CONFIDENCIAL

SUCCESS MODEL PROVEN AND SUPPORTED

More and more

successful

companies

More and moreVC’s are

coinvesting



OUR PORTFOLIO



Contact

Daniel RomyInvestment Director

[email protected]

699 753 265

mailto:[email protected]

mailto:[email protected]

fi bcn may 17 2016 bootstrapping and fundraising daniel romy

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