mfg slideshare summary pitch
DESCRIPTION
Summary pitch book for myfamgram.comTRANSCRIPT
Brian [email protected]
Confidential. Not for Distribution
Changing the Way Families Manage Social Media
• Parents are using existing social media platforms to share updates on their families. These sites are not designed for this.
• Posting family updates clutter and dilute the
parent’s internet brand
• Existing platforms have confusing privacy settings and a perceived lack of control of information shared
• A social media platform that allows parents to manage their families online presence does not exist
• 70% of Facebook users don’t trust the site with their personal information
Whose facebook profile is this? The parent’s or the child’s?
The Problem
*source: ZDNet May 2012
• myfamgram.com: a safe, secure, social media network designed for parents
• Clean, simple layout for parents to digitally share and archive updates, photos, and videos
• Each post can be tagged a “level” to share content only with those who the parents approve, and who subscribe to the content. Encourages frequent use without “oversharing.”
• Plug-ins with existing social media networks (facebook, google+, pinterest, twitter, tumblr, etc.) to help facilitate reach
• Honest and straight-forward privacy settings that users control
• Over-time site becomes digital “baby book” – a complete archive of the family’s growth and development
• COPPA compliant
• Free for users
The Solution | For Users
“Consumers going through major life events often don’t notice, or care, that their shopping habits have shifted, but retailers notice, and they care quite a bit. At those unique moments… a precisely timed advertisement… can change someone’s shopping patterns for years.
And among life events, none are more important than the arrival of a baby... If companies can identify pregnant shoppers, they can earn millions.”- “How Companies Learn Your Secrets” 2/16/12 NY Times
For advertisers, MyFamGram will deliver qualified access not only to the lucrative new parent segment, but the parent’s entire network of relatives and friends.
Advertising access will be provided through all development stages of the child. The holy grail for mass retailers, merchandisers, and product marketers.
MyFamGram Connects Advertisers to Parents and their Network
Consumers are 71% more likely to make a purchase based on social media referrals
15,100,000 consumers go to social media channels before making purchase decisions
Facebook is the #1 online channel for influencing the purchase of baby products
74% of consumers rely on social networks to guide purchase decisions
Social Media Influence
MyFamGram is at the Confluence of Two Rich Verticals
Social Parenting• 84% of marketers say social
media is important part of ad spend
• Specific user targeting (demographics, keywords)
• Consumers expect to be able to connect with brands online
• $145 billion market valuation of top 10 social media brands (dominated by Facebook)
• Niche social media still in infancy
• Moms spend 2x more time on social media than general pop.
• Moms spend more time (5.6 hrs)/day online than all other media sources combined
• Receive influence on parenting from social media (53%) and parenting websites (53%)
• Parenting: $2.1 trillion market
• Social media use has increased by 591% in last 4 years
MFG provides advertisers highly
focused targeting of consumers and their
key influencers.
MFG connects users with brands that can
improve their parenting experience
Ad Supported Model
• Every page view will have 2 standard ads and “newsfeed” will have sponsored content. Average of 3 ads/page view
• Ads initially hosted via Google ad network to build user metrics
• Phase 2 will migrate to direct sales supplemented by Google content
• “Freemium” solution for sponsored content. Free page set-up. Minimum ad-spend (target: $50,000 annual) to unlock premium page – no competitor ads, enable multi-media, unique coupons
• Using established social media advertising placements at first
• Premium ad opportunities for logout page, video content, photo content
Delivering Highly Focused Advertising Reach
• Advertisers will have access not only to parents, but also key influencers • In Phase 2, advertisers will be able to buy ads based on standard demographics (age, location, zip, previous behavior) and keywords (planning vacation, walking, etc)
• Mobile platform (with advertising) phase 2 priority
• Explore partnership with photo printing fulfillment service (e.g. snapfish)
• Party/Registry hosting
• Will also allow predictive ad buys and annual ad buys: • Tracks along standard development path • CPG companies can pre-buy ads before milestones, to get in front of
purchasing decision (e.g. transitioning to solid food, walking, first day of school, etc.)
High-Level Launch Timing
June July August September October
Wireframe and design completed
Handover to development team
Soft/beta launch. Goal of 500 core users
Analyze user metrics. Make critical adjustments
Mass launch. Begin phase 2: mobile and build-out ad buys
Facebook, pinterest, twitter reserved. Building core audience
PR campaign around dangers of social media for families
Engage mommy-bloggers to promote site
Will gauge need for promotion based on adoption rate of site
Will gauge need for promotion based on adoption rate of site
Prelim conversations with potential advertisers
Finalize path to market for selling ads (direct, agency, auction based, etc.)
Capture initial user metrics. Invite beta advertisers to set-up content.
Begin building ad spaces into mult-media content
Pitch site to media buying companies. Build out team.
Development
Promotion
Business
Core Users Active Involve Passive Milestones Total
40,000 200,000 800,000 2,00,000 3,040,000
Core users: controlling party / admin
Active involvement: Spouse / parents / core friends (5x every core)
Passive: Checks into site once/week. Extended family/friends (20x core)
Milestones: Visits once/month. (50x core user)
Key Assumptions:
• Growth model is aggressive, with core users doubling Q/Q (starting at 5,000) – but only 20% of babycenter
• Assumes users stick with site and won’t abandon
• Leveraging existing social media platforms will enable growth. If that gets cut off the model is at risk.
• Technical backend must be able to maintain substantial growth
End of 2014 User Adoption Assumptions
Need for Angel Investment
• Extend runway to cash flow positive
• Recruit and retain key talent
• International legal compliance as we move towards globalization
Increase user adoption Launch Mobile Platform Direct Ad Platform
• Double users month over month
• Facebook ad buys• PR campaign • “mommy blogger”
target
• Users demand mobile interface
• Will allow for additional ad opps and more refined targeting
• Increase user loyalty
• Will increase CPM value by 10x
• Provide unique solutions for advertisers
• Control own inventory
• Fast growth to mitigate competitive risk
• See appendix for more details
Potential Strategic Partners
• Instagram $1 billion (no rev. gen)• MFG would provide natural business extension
• Wildfire (social media marketing) $450 mill.• Google+ is becoming niche social media site. Natural extension.
• Yammer 1.2 billion. 2012, MSFT launched so.cl• MSFT (and Yahoo!) recognize missing on sig. rev. gen from social media
• Acquired babycenter in 2001 and Maya’s Mom in 2007 (undisclosed)• Any large CPG company in baby space will be interested in MFG
Brian Lynch, Founder
Brian Lynch is a proven leader in high-tech business. He successfully ran sales for a $100 million subsidiary for a global conglomerate while launching myfamgram.com. He has a B.S. in Advertising from Syracuse University. myfamgram.com is his first start-up enterprise. The venture was inspired by his son, Colin Lynch, and the subsequent hijacking of his father’s (and mother’s) internet brand.
Beth Laskoski, Business
Beth Laskoski is an accomplished media and marketing professional specializing in the parenting vertical market. She was the Group Marketing Director at The Parenting Group until June, 2013 and brings a deep understanding and knowledge of target advertisers, competitors, and target market that myfamgram.com will reach.
Seth Miller, Technology
Seth Miller is a talented and multi-faceted technology officer with experience in launching websites and understands the back-end requirements for platform integration. He’s hands-on and brings with him his wife, in a consultant/advisor capacity, who has worked as a UX and PM on several successful start-ups
Core Team
