2. THE
PROBLEM
Meet Maureen (aka Mo, the CMO). Mo is the CMO of a large tech
company.
Mo has a HUGE problem. Mo’s company spends millions and
millions on events with no easy way to measure the ROI. Like other
forms of marketing, its hard to associate a sale with a touch point
like an event.
Wells Fargo, HP, Under Armour, Volvo, Southwest Airlines, Symantec, SAP, Pepsi,
Hilton, Monster, GE, & GM, Cisco, Bayer, and Adidas have all identified this as a
problem in the CMO council’s Customer Attainment from Event Engagement report.
Mo’s company, like other members of Global 2000 spend 20% of their marketing
budget on events totally $396 Billion annually. Like we said, it’s a huge problem.
Would you spend $396 Billion without knowing what you are getting in return?
Adding to Mo’s troubles are the insights on the event’s attendees. She finds it hard to
make a decision on which events to exhibit at based on the demographics provided.
3. OUR
SOLUTION
Measure exactly how much
pipeline the event is touching
& influencing
Measuring
BUSINESS
INSIGHTS
of Events
By tracking and
reporting on
meaningful attendee
and post event data,
CMOs, like Mo, can
tailor event
marketing to
increase ROI for their
events
Post event, measure your
ROI of the event and
Revenue per attendee. Use
this data to determine which
events to double down on
or pass.
Discover exactly how many
new customers were
acquired at the event,
conversion rates and
acquisition costs!
4. OUR
SOLUTION
Automatically generate a
business profile of your
attendee. Know who they
work for, the size of the
company and top jobs!
Measuring
ATTENDEE
INSIGNTS
of Events
By measuring
exactly who the
event is
influencing and
touching, CMO’s
can improve
communications
to existing
attendees and
find new ones.
Find where attendees live
online. Advertise to current
customers and find new
ones in the social networks
used most by you
audience!
Measure attendee’s likes,
interests and professional
skills for better event
content.
Increase sales with
targeted sponsors and
exhibitors.
5. HOW WE DO
ATTENDEE INSIGHT &
BUSINESS INTELLIGENCE
Proprietary algorithms
-
Categorizing attendees by influence topics, skill sets, job function, purchasing decision, etc.
Monitoring of attendees within CRM post event to understand attendee vs non-attendee revenue
growth
Gauging potential impact that an event could have on New Leads/Open Opportunities and even
existing accounts within CRM based on attendance
Various api’s from Linkedin, Klout, Twitter, Full Contact, Salesforce etc
Leverage close relationships and experience with Salesforce/Radian6
6. MARKET SIZE
ONELOBBY’S
OF EVENTS
OPPORTUNITY
Marke'ng
Spend
Tradi1onal
Adver1sing
,
9.90%
Physical
and
Online
Events,
20.50%
Direct
Marke1ng,
6.90%
Digital
Marke1ng,
29.20%
Other
Areas:
PR,
MI,
AR,
Marke1ng
Support
and
Sales
Tools,
Collateral,
33.50%
$396 Billion is spent every year on
event marketing, which is
scheduled to grow by 3.5%
7. EVENTS & EXPERIENTIAL MARKETING IN
THE CORPORATE WORLD
84% of the event marketing executives say
experiential marketing is critical to their
organization
60% of of firms with event budgets b/w $50 $100 million and ALL of firms with over $100
million say that events are critical.
*2013 CMO Council report on Customer Attainment from Event Engagement
8. HOW WE MAKE
MONEY
We offer companies like Mo’s a number of product features which can be sold separately or
packaged together to provide flexible pricing options.
+ $100/month/event for Business
Insights.
9. OUR
DISTRIBUTION PLAN
Partnering with big registration companies for events vertical
Creating an app in the Salesforce App exchange
White labeling for re-sale with hotels, others
10. OUR CUSTOMER
ACQUISITION PLAN
Primarily
Sales reps who can reach, book meetings, build relationships with and sell to
CMO’s and VPs of Marketing.
Supported by
Channel partners like Meeting Professional International (MPI), PCMA, EIBTM,
etc.
Senior team contributing to industry blogs and publications.
Paid advertising on social media (LinkedIn).
Leverage hubspot technology for inbound marketing.
11. KEY
FINANCIAL & OPERATING METRICS
Monthly Burn
Total Employees
Total Users
Avg Usage /Day
$38k
CY
Revenue (000’)
2013
$15
2014
$495
2015
2016
$2,503
$6,922
5
4
3
150
40
25
385
103
64
612
163
102
50
300
1,200
12
20
28
7
>300
29m
Team
Professional
Enterprise
BI & Attendee Insight
# of Employees
7
We will invest the funds raised in marketing and sales. We will
need to hire skilled sales people who can secure meetings and
close deals with CMO’s.
12. WHAT MAKES US SO
NEXT
SPECIAL
STEPS
Since September 2012 we have:
Built an amazing team. No churn.
Domain experience & tech skills.
Pilot launched with UBM.
Generated Revenue in beta.
Raised $500K.
Made mistakes - figured out events
market.
WHY YOU SHOULD
Signing up pre-paid customers for early
adopter program
Create a self-serve sales model; where
customers can pick packages tailoring features
to their needs.
Hire the talent we need.
Hustle. Hustle. Hustle.
Dominate the industry to become the
market leader.
INVEST
Investing early will give OneLobby growth opportunity. We will invest the funds raised in
marketing and sales. The funds raised will allow us to complete building the products and
acquire customers. We will also have enough runway to get us to a Series A round. We are well
positioned to become the market leader in this field.
13. WE ARE
BUILDERS.
Jordan Smith
CEO
Unbelievable hustle.
Jason Misener, CMA MBA
COO/CFO
Prev. at Salesforce
Matthew VanTassel
Lead UI Engineer
Prev. at Salesforce
Bojan Djurkovic
Lead Software Engineer
Prev. at RIM
Jamie Curtis
Software Developer
Prev. at RIM
Brian Dunphy
CTO
Co-founder of Radian6
Andrew Trites
Software Developer
Prev. at The Learning Bar
14. CO’S MAKING BIG INVESTMENTS IN
MARKETING TECHNOLOGY
60M Raise
April 2013
Acquired 2
event tech
co’s in 2013
Went private
valued at $1.2
Billion Sept 2013
$3.5 Billion in
marketing cloud
acquisitions since
2011
$811M acquisition
of Eloqua.
Catching up with
Salesforce
Marketing Cloud.
IPO’d Aug/
13 valued at
$1.6 billion
+
3rd largest pure
play event
organizer in the
world. $1.3BN in
rev annually.
15. PHENOMENAL
ADVISORS
Paige Pires de Almedia
GM E2 Conference, UBM TechWeb
Jeff White
Marcel Lebrun
COO, East Valley Ventures
CEO of Radian6
(Acquired by Salesforce for $350 million)
Prev. CFO of Radian6, Q1 Labs, iMagicTV
Milan Vrekic
CEO of TitanFile
We have the privilege of an amazing group of advisors.
People who build wildly successful companies and
continue to innovate.
Jeff Thompson
CEO of UserEvents
16. Gerry Pond
Chairman, Mariner Partners
Co-founder, East Valley Ventures
Charlie Harling
EVP Sales, Bell Aliant
Francis McGuire
CEO, Major Drilling Group International
(TSX: MDI)
Brian Dunphy
CTO, OneLobby
(CoFounder Radian6)
Dwight Spencer
Co-founder of Q1 Labs
(Acquired by IBM for $650 million)
Dominique Karg
Co-founder of AlienVault
SOME OF OUR ANGEL
THE
Our founding team and angel
investors contributed to a
$500,000 convertible
debenture (November 2012).
We are looking to raise $500K to extend seed round for 12+
months, primarily to:
• Complete building the products
• Acquire customers
• Take us to a Series A
INVESTORS
ASK
