SevenVentures Pitch Day introduction & update on 7VPD 2012 winner Busuu - Presentation by Thomas Offner, Senior Investment Manager at SevenVentures and Bernhard Niesner, Founder and CEO of Busuu at the NOAH 2013 Conference in London, Old Billingsgate on the 14th of November 2013.

2. SevenVentures is the venture arm of the ProSiebenSat.1 Group
Unrivaled daily reach in Germany
Combining the best of Online and TV
19m viewers per day
► 26m
14m viewers per day
► 1.3bn
Ø PIs per months
11m viewers per day
► 920m
∑ video views H1/12
Ø unique users per months
International reach
Comprehensive target group structure
male
new channel
young
12 international TV and online partnerships
►
No.2 free TV company in Hungary
►
old
►
No.3 free TV company in Romania
female
2

3. SevenVentures Pitch

4. We have a proven strategy of segment focused investing, looking for
opportunities where TV media, online experience and insight can release
the potential of businesses and lead to significant growth
Our seven investment areas
Digital
Commerce
Market
places
Travel &
Events
Lifestyle
Commerce
Sports &
Outdoor
Beauty &
Perfumes
Health
Fashion &
Accessories
Home &
Living
Ecosystem
Online
marketing
agency
Creative
agency
4

5. TV is the most emotionalized way to address mass markets
Portfolio company spot
Media with sustainable impact
on key e-commerce
performance parameters like
CR, basket size, CPC
TV converts viewers into
customers:
Selected companies achieve a
strong uplift of online traffic (TV
viewer to online visit), increase
POS frequency and immediately
enhance sales
TV enhances key KPIs:
Store
visits
Website
visits
TV increases sales:
Sales focused campaigns result
in massive increase of revenues
after first flights already
TV creates brands:
Research shows depot effect
after TV period with brand
induced and therefore
sustainable sales uplift
TV creates markets:
TV increases sales via various channels
Media successfully increases
search volumes for product
categories and helps to
establish new markets
5

6. TV remains lead medium in reach and usage…
Monthly net-reach and usage duration
[total population, excl. mobile usage, in percent]
100
TV
Total
• TV creates
reach,
community
and emotions
• Screens are
50
with 68% still
dominant in
media usage
0
10
20
30
40
50
60
70
80
90
100
110
120
130
140
150
160
170
Usage duration
[hrs/month]
Source: AGF/GfK, TV Scope 5.0 (vierwers +3y), Comscore (Internet Home + Work, excl. mobile usage; +6y), Jan 2013, own calculations Wirkstoff TV, SevenOne Media / mindline media 2012 (print +14y)

7. Tirendo – we realized our first successful exit
TV facilitated the build up…
… for successful exit
 Acquisition of Tirendo by biggest &
 Tirendo founded in 2012 with strong
backing of 7V from the very beginning
 Strong media push via P7S1 with
Sebastian Vettel as endorser
 Clear double-digit million revenue
already in 2nd operating year
well-established only-online-player
with EUR 500m revenues per year,
active in 42 countries and 6 million
members
 Exit within 12 months
 EUR 50m trade sale

8. Busuu – successfully establish a new brand in the German market

9. What happened with 4m EUR?
London, 14th of November 2013

10. busuu is the world’s largest social
network for language learning
1 Individual learning
2
Community learning
Marcel
Susanne
teach
+
teach
teach
Anna
10
busuu @

11. We have more than 35m users & every
day more than 40k new users sign up!
Growth of community [# mio of users]
Awards & recognitions
45
AlwaysOn Global
250 Winner
40
35
European Union innovation
award in language learning
More than 35,000,000
users
30
25
Web users
20
CeBIT
Innovation Award
15
Red Herring European
Winner 2010
10
5
Mobile users
0
2008
2009
2010
2011
2012
01/13
Best Education
Start-Up 2011
10/13
11
busuu @

12. busuu @ 2013
12
busuu @

13. Our users are from over 200 countries. Strong
growth in emerging markets like Brazil, Russia,
Turkey
Venezuela
Saudi
1%
Austria
Peru
1%
India
1%
Argentina
1%
1%
Japan
1%
Chile
1%
Canada
Ukraine
2%
2%
Poland
2%
Switzerland
2%
China
2% UK
3%
Kazakhstan
Arabia
1%
1%
Other
10%
Brazil
11%
Russia
9%
USA
9%
Germany
8%
Colombia
3%
Turkey
4% Mexico
Italy Spain
6%
5%
France
7%
4%
13
busuu @

14. 14
busuu @

15. We also won the public vote and received
fantastic consulting in branding, PR, SEM and
UX
15
busuu @

16. Objective of the campaign
1st flight
2nd flight
Branding
Performance
16
busuu @

17. 17
busuu @

18. After the first flight, we tripled the
number of visits within Germany
New visits
x3
Depot
effect
Begin of 1st flight
End of 1st flight
18
busuu @

19. We strongly optimized our second flight
and created a full campaign

New, tested, performance spot

360° campaign
(SEM/FB/email
display/retargeting etc.)

Detailed optimization
19
busuu @

20. 20
busuu @

21. We massively improved the
performance of the TV campaign
# of new users generated
+121%
+10%
base month
Note: 2nd flight incl. mobile users
1st flight
21
2nd flight
busuu @

22. The TV campaign also had a very
positive effect on our SEM campaign
YoY comparison SEM
40%
36%
33%
30%
20%
10%
-10%
0%
-10%
Market CPC
-3%
busuu CPL
Market queries
busuu
conversions
-20%
Source: Google, busuu
22
busuu @

23. We more than doubled our brand
awareness in Germany
Aided brand awareness
Competitor 1
Competitor 2
busuu
Before flight
+ 130%
After flight
Competitor 3
Competitor 4
Source: SevenOne Media, interrogare
23
busuu @

24. Be clear about the objective and test
the spot beforehand
24
busuu @

25. Integrate your TV campaign in all your
other marketing activities
360°
25
busuu @

26. Optimize, optimize, optimize
26
busuu @

27. Thank you!
Bernhard Niesner, CEO & Co-founder of busuu
Email: bernhard@busuu.com Twitter: @bernardooo

29. 7VPD – what is it all about?
Million EUR

30. 7VPD – what is it all about?
Start-ups

31. 7VPD – what is it all about?

32. 7VPD – what is it all about?
Jury Members

33. 7VPD – what is it all about?
Philipp Freise
Partner
KKR
Brent Hoberman Philippe Botteri
Entrepreneur &
Principal
Investor
Accel Partners
Fabrice Grinda Rainer Maerkle Christophe Maire
Entrepreneur &
Partner
Business Angel
Investor
Holtzbrinck Ventures

34. 7 members of the judging panel
You!
7VPD.com
facebook.7vpd.net