Mint.com Pre-Launch Pitch Deck
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This is Mint.com's pre-launch pitch deck. 5-months before launch.
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Mint.com Pre-Launch Pitch Deck
- 1. Joanne Chen | Michael D’Orazio | Victor Ho | Alan Rutledge April 20, 2007
- 2. Mint: Save Time & Money Transactions • List of detailed transactions grouped my category • All assets • All debt • Current net worth •Tags, to customize transactions into folders • Line graph plotting spending over time Goals • List of goals • Current net worth allocated to goals • How much of goal is achieved • All assets • All debt • Current net worth • Notes 2
- 3. Team & Advisors Aaron Patzer Lead Architect, Nascentric (chip simulation software) CEO & Founder Founder, GetAWebsite (search engine optimization) David Michaels Director of Technology, ShockMarket Corporation VP Engineering Director of Engineering, PGP (security software) Dave McClure Director of Marketing, PayPal (micro-payments) Director Marketing Director of Marketing, Simply Hired (job search) Jason Putorti CTO & Founder, Novaroura (acquired by FittingGroup) Lead Designer Co-Founder, Six Madison (anti-fraud SAS) Investors & Advisors First Round Capital, Felicis Ventures, Ron Conway, Scott Cook (Intuit Founder & CEO) 3
- 4. Market Size - US 49 Million People 31 Million Prospective Mint Users 22 to 35 age range 64% of target demographic use online banking Referrals (CPA) Advertising (CPC) $8 RPU per year w/ 14% CAGR $4.50 RPU per year w/ 22% CAGR Conversion CPA Referral Data to Leverage 0.75% $50.00 Savings Accounts Zip Code (feasibly: School or Workplace) 1.00% $75.00 Internet Age (feasibly: Gender) 0.50% $75.00 Credit Cards Income (propensity to spend) 0.25% $50.00 Cell Phone Where and when you shop 0.10% $200.00 Bank Accounts What brands you buy $388 Million Total Addressable Market Opportunity w/ 16% CAGR 4
- 5. Competitors Key Competitor: Wesabe Potential Entrants • No revenue model – Freemium • Develop simple, easy-to- • Community based - limited use, free personal finance source of information from online application to cater “wisdom of the crowds” to mainstream • Poor traction • Acquire Wesabe or • Unspecific suggestions similar online application Mint’s Comp. Advantages Mint’s Defensibility • User-specific saving opportunities • High service switching costs • Compelling AI-based auto-sorting • 3 non-pending technology patents • Easy and intuitive user interface • Integration partnerships (TurboTax) 5
- 6. Value to User Finance Online Finance Social Software Banking Networks Ease of Steep learning Inconsistent layout; Easily tracks and logs Intuitive interfaces; Use curve; UI cluttered difficult to aggregate data from multiple sites with excessive simplified features other sites features Free to use; Costs Required initial Automated billing Integrated with bank Users must contribute investment and account and bill pay to add value and categorization update fees Benefits Powerful feature International presence; Saves time Low quality user- set for keeping strong advertiser Save money finances organized generated advice network, existing users Mint offers the most compelling and easy way to manage your personal finances. 6
- 7. Value to Partners Prospective Product or Customer Acquisition Mint Value Partner Service Cost1 Referral Proposition Wamu Savings Accounts $200.00 $50.00 $150.00 Comcast Internet $200.00 $75.00 $125.00 Capital One Credit Cards $150.00 $75.00 $75.00 Cingular Cell Phone $325.00 $50.00 $275.00 Wells Fargo Bank Accounts $175.00 $125.00 $50.00 E-Trade Brokerage Accounts $475.00 $100.00 $375.00 Blue Cross Insurance $225.00 $100.00 $125.00 Bank of America Mortgage $550.00 $325.00 $225.00 Partners can increase revenue via cost-effect customer acquisition 1. http://www.emetrics.org/articles/acquisition.shtml 7
- 8. User Acquisition Launch Growth Maturity Word of mouth & viral, Blogosphere referral badges, sharable website tags Direct email Distribution partners Internet advertising • Targeted opt-in email lists • Affiliate networks • Overture + Adwords • College list serves • Mutual linking sites • Symposium & events • Personal finance lists PR • Buzz marketing SEO • Company blog • Organic search • PR tactics • Optimized page markup 8
- 9. Business Model User Gather User Intelligent User Switches Acquisition Information Suggestions = Referral Fee From Includes Based On Fee Types • Advertising • Account Types • History • Bank Account • E-mail • Spending Patterns • Usage • Credit Card • Viral Marketing • Credit History • Spending Habits • Cell Phone Carrier • Distribution • Demographics • Current Market • ISP Partners and Preferences Deals/Rates • Loan Mint makes money when users make money rather than relying on creating value through added services Future Potential: Advertising Large expected High quality Premium High Profit user base + user data + targeted ads = Potential 9
- 10. Financials Projected Year Ending December 31, Assumptions 2007 2008 2009 2010 Investment $3.0M Stake 15% Total Users 100.0 180.0 309.6 510.2 Hurdle Rate 5% Referrals Credit Cards $56.3 $111.4 $210.7 $382.0 Savings Accounts 50.0 101.3 195.9 363.2 Bank Accounts 30.0 62.1 122.8 232.8 Internet Service Provider 97.5 193.1 365.3 662.1 Cell Phone 17.5 33.3 60.4 104.6 Targeted Advertising 500.0 1,012.5 1,959.2 3,632.3 Total Revenue $751.3 $1,513.6 $2,914.3 $5,377.1 IRR: 25% Sales and Marketing Expense 225.4 302.7 291.4 268.9 General and Administrative Expense 300.0 544.0 942.7 1,565.3 Research and Development Expense 187.8 340.6 590.1 980.0 EBIT $38.1 $326.3 $1,090.1 $2,562.9 Expected Earnings Revenue by Source 5.0 $5.0 4.5 $4.0 4.0 3.5 Dollars (Millions) Dollars (Millions) $3.0 3.0 2.5 $2.0 2.0 $1.0 1.5 1.0 $0.0 0.5 2007 2008 2009 2010 0.0 ($1.0) 2007 2008 2009 2010 Dow nside Expected Upside Targeted Advertising Savings Accounts Credit Cards Bank Accounts Cell Phone 10
- 11. Exit Strategy Allows Google Low switching Expand personal Expand personal entrance into personal costs for current finance presence by finance presence by finance industry by product set; desire bringing personal bringing personal providing simple, free to increase lock-in finance software to finance software to application mainstream mainstream More targeted More targeted Increase product Integration with MS advertising; increased advertising; increased upsell; augment Money by providing customer lock-in customer lock-in patented technology online interface Seamless integration Integration with Increase product Seamless integration with Yahoo Finance Quicken by providing upsell; augment with Google Finance site online interface patented technology site 11
- 12. Q&A Product Product Comparisons Team Alternative Revenue Streams Market Size Management Expertise Value to Users Potential Acquirers Business Model 5-Year Revenue Projections User Acquisition Financials Acquirers Risks & Precautions 12
- 13. Risks & Precautions Risks Mitigate Precautions Develop name brand to assure high Low barriers to entry; new market penetration and growth rates; competitors patent proprietary technologies Leverage high value, low time Lack of user commitment investment proposition for users; develop user community Push high monetary value of utilizing Low user referral rate suggestions; offer multiple choices Technology patents filed; Existing competitors adding similar feature set would be difficult to features integrate with a boxed product Utilize management team’s superior Slow initial growth know-how and clear viral marketing potential to ensure growth 13
- 14. Competitive Response Microsoft Result MyMint Delays Microsoft Attempts to copy MyMint’s market entry and Enforce patent protection of website and business model increases costs proprietary technology Leverages brand name and User base safe, Satisfied users have little market reach competition for new incentive to switch users may occur Extensive experience and Highly experienced No advantage software specialization management team Synergies with current MyMint offers a Technology extends beyond software such as Quicken unique product reach of existing software Defensibility 14
- 15. Financial Assumptions User Base Adoption Rate 80.0% 72.0% 64.8% Step 1 80.0% 68.0% 57.8% (15.0%) 2 80.0% 72.0% 64.8% (10.0%) 3 100.0% 90.0% 81.0% (10.0%) Referrals Credit Cards 0.75% 0.83% 0.91% 1.00% Step 1 0.50% 0.55% 0.61% 0.67% 10.0% 2 0.75% 0.83% 0.91% 1.00% 10.0% 3 1.00% 1.10% 1.21% 1.33% 10.0% Savings Accounts 1.00% 1.13% 1.27% 1.42% Step 1 0.75% 0.83% 0.91% 1.00% 10.0% 2 1.00% 1.13% 1.27% 1.42% 12.5% 3 1.25% 1.44% 1.65% 1.90% 15.0% Bank Accounts 0.15% 0.17% 0.20% 0.23% Step 1 0.10% 0.12% 0.13% 0.15% 15.0% 2 0.15% 0.17% 0.20% 0.23% 15.0% 3 0.20% 0.23% 0.26% 0.30% 15.0% Internet Service Provider 1.3% 1.4% 1.6% 1.7% Step 1 1.0% 1.1% 1.2% 1.3% 10.0% 2 1.3% 1.4% 1.6% 1.7% 10.0% 3 1.6% 1.8% 1.9% 2.1% 10.0% Cell Phone 0.35% 0.37% 0.39% 0.41% Step 1 0.25% 0.25% 0.25% 0.25% (15.0%) 2 0.35% 0.37% 0.39% 0.41% (10.0%) 3 0.45% 0.45% 0.45% 0.45% (10.0%) Advertising Targeted Advertising $5.0 $5.6 $6.3 $7.1 Step 1 $5.0 $5.5 $6.1 $6.7 10.0% 2 $5.0 $5.6 $6.3 $7.1 12.5% 3 $5.0 $5.8 $6.6 $7.6 15.0% Costs Sales and Marketing Expense 30.0% 20.0% 10.0% 5.0% General and Administrative Expense 39.9% 35.9% 32.3% 29.1% (10.0%) Research and Development Expense 25.0% 22.5% 20.3% 18.2% Step 1 25.0% 23.8% 22.6% 21.4% (5.0%) 2 25.0% 22.5% 20.3% 18.2% (10.0%) 3 25.0% 21.3% 18.1% 15.4% (15.0%) 15
- 16. Exit Calculation Multiples Analysis for MyMint Dollars in Millions (MyMint in Thousands) Company Ticker Enterprise Value 2007 Sales 2007 EBIT EV/Sales EV/EBIT PlanetOut.inc LGBT $61.9 $76.0 ($7.2) .8x N/A DealerTrack TRAK $940.2 $219.8 $57.3 4.3x 16.4x Synchronoss Technologies SNCR $490.8 $101.8 $24.0 4.8x 20.5x 1 High 4.8x 20.5x 2 Average 3.3x 9.4x 3 Median 4.3x 16.4x 4 Low .8x N/A MyMint 2007 2008 2009 2010 2011 2012 EV Sales 751.3 1,513.6 2,914.3 5,377.1 9,532.4 16,278.8 Sales Year 3 $25,914 EBIT 38.1 326.3 1,090.1 2,562.9 4,994.7 9,223.1 Method 1 $52,414 1 2 3 4 5 Cash Flows (3,000) $49 $164 $6,259 $0 $0 Assumptions Average EV Investment $3.0M $39,164 Reinvested IRR 25% Stake 15% Hurdle Rate 5% 16