A presentation to the founders at TheFort.VC

1. How To
Convert Underpants
Into Profits
by Alex Calic

2. Who Am I?
• Chief Revenue Officer @ The Media Trust
• 10+ years in tech (internet/software)
– adtech, social, video, ecommerce, mobile
• Previously @:
– Clearspring: Bus Dev, Sales, Finance
– InPhonic: Corp Dev, Bus Dev, Product
– Coremetrics: Bus Dev
– InTouchPOS: Strategy
• Wharton MBA

3. South Park Season 2: http://www.southparkstudios.com/clips/151040/the-underpants-business

4. Option #1
Selling To Your Users

5. Selling To Your Users
Transaction Subscription
Consumer
Enterprise

6. Option #2
Selling To Your Users

7. Selling Your Users
• Attention
• Data (email, behavior, personal information)

8. Best of Both Worlds
• Monthly subscription fees
• In-program advertising

9. Figure Out Thanks!
Your Unitized TEST
Economics

10. Income Statement Basics
PER USER
Revenues
- Cost of Sales
Gross Margin
- Marketing Expense
Operating Margin

11. Business Levers

12. Matching Revenues to Cost
• Fixed vs. variable cost structure
Seat License Project Based Pay Per Use
Cost
Time

13. Some Thoughts on Freemium
Reallocating
cost of sales &
marketing expenses
Paying
Users
Total users x avg. cost per user per period Total Cost Supported
% of total users that pay = By Each Paying User

14. User Acquisition Costs
• Inbound (free) Free and cheaper
– Organic acquisition cost
– Referral channels can drive
– Search (free/paid) down revenue
• Outbound (paid) requirements and
enhance the user
– Email
acquisition loop.
– Display
– Sponsorship

15. Cash Flow Considerations
• Sales cycle
– Consumer vs. enterprise (short vs. long)
• Payment cycle
– Upfront vs. arrears (fixed vs. usage pricing)
• Churn
– Monthly billing vs. contracts (variable vs. fixed costs)

16. Advertising Model
• First leveraging standards (ad units/ sellers)
• Native advertising requires scale
– 10MM active users as a starting point
– 100MM for audience targeting
• What you’re up against

17. TEST

18. Ways to Find the Right Pricing
• Competitors
• Comparable business models/industries
• A/B testing
• Step-up pricing
• Just ask!
• Most importantly: KISS

19. Thanks For Having Me!
• alex@themediatrust.com TEST
• @alexcalic
• www.alexcalic.com