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Unbundling PropTech
Was Real Estate von den Medien lernen kann
Digital Meets Real Estate, 29.03.19, Berlin
Martin Spindler, Senior Strategist, Axel Springer hy GmbH
ABOUT hy
Ecosystem based innovation
and transformation services
FOUNDED
2017 (precursor founded in 2013)
OFFICES
Berlin, Tel Aviv, Silicon Valley 

and outreach capabilities in China
CUSTOMERS
>60 projects with >40 customers (DAX30, MDAX, Family
owned) from >20 industries
TEAM
40+ and growing fast
CEO
Christoph Keese
SHAREHOLDERS
Axel Springer 60%, Team 35%, others 5%
STRATEGIC PARTNER
Egon Zehnder
| Unbundling Proptech - Was Real Estate von Medien lernen kann3
▪ Print publisher
▪ Leading in Germany
▪ Centrally managed
▪ 0.2% digital share of EBITDA (2004)
▪ Market cap: €2.9bn (12/2004)
▪ Digital publisher
▪ Leading in Europe
▪ Ecosystem of entrepreneurs
▪ 80% digital share of EBITDA
▪ Market cap: €7.2bn (12/2017)
10 years
| Unbundling Proptech - Was Real Estate von Medien lernen kann4
*EBITDA of operating segments; from 2012 continuing operations (excluding activities sold to FUNKE Group in 2014)
2006 2017
EBITDA 2006 - 2017 in m€* DIGITAL SHARE OF EBITDA in %
KPI OF DIGITAL CLASSIFIEDS
Global market position
of revenue from market leaders
of EBITDA growth post-acquisition
EBITDA margin
organic growth
#1
>80%
>50%
>40%
>10%
80%0.2%
| Unbundling Proptech - Was Real Estate von Medien lernen kann5
| Unbundling Proptech - Was Real Estate von Medien lernen kann6
Source: Bloomberg, current through 11/18
Market Cap DAX 10 and PLATFORM 10 

(% of total)
| Unbundling Proptech - Was Real Estate von Medien lernen kann7
Journalism
Classifieds
Advertising
| Unbundling Proptech - Was Real Estate von Medien lernen kann8
News Media
Classifieds Media
Marketing
Media
| Unbundling Proptech - Was Real Estate von Medien lernen kann9
Organic
By acquisition
Axel Springer has invested more than €4bn in digital business models, acquiring majority
shares in more than 100 companies and developed more than 120 firms and brands
internally. Share of digital EBITDA has grown to 72% in 2016 from ~0 in 2006.
2007 2008 20102009 2011 201320122006 2014 2015
| Unbundling Proptech - Was Real Estate von Medien lernen kann10 | Unbundling Proptech - Was Real Estate von Medien lernen kann
| Unbundling Proptech - Was Real Estate von Medien lernen kann11 | Unbundling Proptech - Was Real Estate von Medien lernen kann
| Unbundling Proptech - Was Real Estate von Medien lernen kann12
«We conservatively estimate that ~$1 trillion of residential
property value is going to shift across 13 major US cities due to
autonomous vehicles.»
— Phil Levin, 99mph
«I still think autonomous cars will create more billionaires in real estate
and retail than in tech or manufacturing. Just as cars did.»
— Benedict Evans, Andreessen-Horowitz
Los Angeles
New York
San Francisco
Washington
Atlanta
Chicago
Miami
Boston
Denver
Seattle
San Diego
Phoenix
Minneapolis $6b
$8b
$16b
$16b
$21b
$37b
$41b
$47b
$53b
$88b
$167b
$189b
$277b
~$1 trillion of value will shift across 13 cities
($ shift of residential property by Metro Area due to AVs)
Sources: 99mph, Andreessen Horowitz
| Unbundling Proptech - Was Real Estate von Medien lernen kann13
Lemonade Residential Insurance $120m
Mapbox Mapping $164m
OYO Hospitality $440m*
Compass Real estate brokerage platform $450m
Katerra
End-to-end digital/prefab
construction
$865m
Ola Mobility services $1.6b*
Grab Mobility Services $3b*
WeWork
Co-working, co-living,

Space as a Service
$4.9b
UBER Mobility services $10.1b
Didi Chuxing Mobility services $14b
*total volume of investment rounds with SoftBank participation
| Unbundling Proptech - Was Real Estate von Medien lernen kann14 | Unbundling Proptech - Was Real Estate von Medien lernen kann
| Unbundling Proptech - Was Real Estate von Medien lernen kann15 | Unbundling Proptech - Was Real Estate von Medien lernen kann
| Unbundling Proptech - Was Real Estate von Medien lernen kann16 | Unbundling Proptech - Was Real Estate von Medien lernen kann
| Unbundling Proptech - Was Real Estate von Medien lernen kann17 | Unbundling Proptech - Was Real Estate von Medien lernen kann
| Unbundling Proptech - Was Real Estate von Medien lernen kann18
ENERGY
INFRASTRUCTURE
ECOSYSTEM+ +
+
+
1.2 bncars worldwide (in 2014)
| Unbundling Proptech - Was Real Estate von Medien lernen kann19 | Unbundling Proptech - Was Real Estate von Medien lernen kann
| Unbundling Proptech - Was Real Estate von Medien lernen kann20
| Unbundling Proptech - Was Real Estate von Medien lernen kann21
| Unbundling Proptech - Was Real Estate von Medien lernen kann22
| Unbundling Proptech - Was Real Estate von Medien lernen kann23
| Unbundling Proptech - Was Real Estate von Medien lernen kann24
| Unbundling Proptech - Was Real Estate von Medien lernen kann25
News Media
Classifieds Media
Marketing
Media
| Unbundling Proptech - Was Real Estate von Medien lernen kann26
What’s the outside pressure that keeps your
product together?
What business models are inherent in your
product?
How can you scale those business models
horizontally?
DMRE Vortrag Unbundling PropTech: Was Real Estate von den Medien lernen kann.  Martin Spindler, Axel Springer hy

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DMRE Vortrag Unbundling PropTech: Was Real Estate von den Medien lernen kann. Martin Spindler, Axel Springer hy

  • 1. Unbundling PropTech Was Real Estate von den Medien lernen kann Digital Meets Real Estate, 29.03.19, Berlin Martin Spindler, Senior Strategist, Axel Springer hy GmbH
  • 2. ABOUT hy Ecosystem based innovation and transformation services FOUNDED 2017 (precursor founded in 2013) OFFICES Berlin, Tel Aviv, Silicon Valley 
 and outreach capabilities in China CUSTOMERS >60 projects with >40 customers (DAX30, MDAX, Family owned) from >20 industries TEAM 40+ and growing fast CEO Christoph Keese SHAREHOLDERS Axel Springer 60%, Team 35%, others 5% STRATEGIC PARTNER Egon Zehnder
  • 3. | Unbundling Proptech - Was Real Estate von Medien lernen kann3 ▪ Print publisher ▪ Leading in Germany ▪ Centrally managed ▪ 0.2% digital share of EBITDA (2004) ▪ Market cap: €2.9bn (12/2004) ▪ Digital publisher ▪ Leading in Europe ▪ Ecosystem of entrepreneurs ▪ 80% digital share of EBITDA ▪ Market cap: €7.2bn (12/2017) 10 years
  • 4. | Unbundling Proptech - Was Real Estate von Medien lernen kann4 *EBITDA of operating segments; from 2012 continuing operations (excluding activities sold to FUNKE Group in 2014) 2006 2017 EBITDA 2006 - 2017 in m€* DIGITAL SHARE OF EBITDA in % KPI OF DIGITAL CLASSIFIEDS Global market position of revenue from market leaders of EBITDA growth post-acquisition EBITDA margin organic growth #1 >80% >50% >40% >10% 80%0.2%
  • 5. | Unbundling Proptech - Was Real Estate von Medien lernen kann5
  • 6. | Unbundling Proptech - Was Real Estate von Medien lernen kann6 Source: Bloomberg, current through 11/18 Market Cap DAX 10 and PLATFORM 10 
 (% of total)
  • 7. | Unbundling Proptech - Was Real Estate von Medien lernen kann7 Journalism Classifieds Advertising
  • 8. | Unbundling Proptech - Was Real Estate von Medien lernen kann8 News Media Classifieds Media Marketing Media
  • 9. | Unbundling Proptech - Was Real Estate von Medien lernen kann9 Organic By acquisition Axel Springer has invested more than €4bn in digital business models, acquiring majority shares in more than 100 companies and developed more than 120 firms and brands internally. Share of digital EBITDA has grown to 72% in 2016 from ~0 in 2006. 2007 2008 20102009 2011 201320122006 2014 2015
  • 10. | Unbundling Proptech - Was Real Estate von Medien lernen kann10 | Unbundling Proptech - Was Real Estate von Medien lernen kann
  • 11. | Unbundling Proptech - Was Real Estate von Medien lernen kann11 | Unbundling Proptech - Was Real Estate von Medien lernen kann
  • 12. | Unbundling Proptech - Was Real Estate von Medien lernen kann12 «We conservatively estimate that ~$1 trillion of residential property value is going to shift across 13 major US cities due to autonomous vehicles.» — Phil Levin, 99mph «I still think autonomous cars will create more billionaires in real estate and retail than in tech or manufacturing. Just as cars did.» — Benedict Evans, Andreessen-Horowitz Los Angeles New York San Francisco Washington Atlanta Chicago Miami Boston Denver Seattle San Diego Phoenix Minneapolis $6b $8b $16b $16b $21b $37b $41b $47b $53b $88b $167b $189b $277b ~$1 trillion of value will shift across 13 cities ($ shift of residential property by Metro Area due to AVs) Sources: 99mph, Andreessen Horowitz
  • 13. | Unbundling Proptech - Was Real Estate von Medien lernen kann13 Lemonade Residential Insurance $120m Mapbox Mapping $164m OYO Hospitality $440m* Compass Real estate brokerage platform $450m Katerra End-to-end digital/prefab construction $865m Ola Mobility services $1.6b* Grab Mobility Services $3b* WeWork Co-working, co-living,
 Space as a Service $4.9b UBER Mobility services $10.1b Didi Chuxing Mobility services $14b *total volume of investment rounds with SoftBank participation
  • 14. | Unbundling Proptech - Was Real Estate von Medien lernen kann14 | Unbundling Proptech - Was Real Estate von Medien lernen kann
  • 15. | Unbundling Proptech - Was Real Estate von Medien lernen kann15 | Unbundling Proptech - Was Real Estate von Medien lernen kann
  • 16. | Unbundling Proptech - Was Real Estate von Medien lernen kann16 | Unbundling Proptech - Was Real Estate von Medien lernen kann
  • 17. | Unbundling Proptech - Was Real Estate von Medien lernen kann17 | Unbundling Proptech - Was Real Estate von Medien lernen kann
  • 18. | Unbundling Proptech - Was Real Estate von Medien lernen kann18 ENERGY INFRASTRUCTURE ECOSYSTEM+ + + + 1.2 bncars worldwide (in 2014)
  • 19. | Unbundling Proptech - Was Real Estate von Medien lernen kann19 | Unbundling Proptech - Was Real Estate von Medien lernen kann
  • 20. | Unbundling Proptech - Was Real Estate von Medien lernen kann20
  • 21. | Unbundling Proptech - Was Real Estate von Medien lernen kann21
  • 22. | Unbundling Proptech - Was Real Estate von Medien lernen kann22
  • 23. | Unbundling Proptech - Was Real Estate von Medien lernen kann23
  • 24. | Unbundling Proptech - Was Real Estate von Medien lernen kann24
  • 25. | Unbundling Proptech - Was Real Estate von Medien lernen kann25 News Media Classifieds Media Marketing Media
  • 26. | Unbundling Proptech - Was Real Estate von Medien lernen kann26 What’s the outside pressure that keeps your product together? What business models are inherent in your product? How can you scale those business models horizontally?