1. MindManager Version 9
for Mac
Business Case

2. MindManager Version 9 for Mac:
Objectives
 Drive revenue for Mindjet
- New product announcement drives attention to both
Mac and Windows products
 Increase net new user licenses
 Establish greater consistency across product
platforms
 Improve existing customer satisfaction levels
2

3. ANALYSIS
3

4. Adding up the Mac Revenue
Half of revenue allocated to
MM8 total revenue due to Total MM8 Revenue:
early announcement of MM8 Actual: 1,452,390
Promo: 231,711
Buy MM7 Mac, Get Total: 1,684,101
MM8 Mac Promo
Started in 09/2009
4

5. MindManager v8 Mac Costs
MindManager v8 Mac Gross Profit Gross: $1,684,101
Net Margin Cost: $623,000*
6000
Net Margin: $1,061,101
233000 (as of 08/2010…….7 months availability)
Outside
Development
Cost Achieved ROI: March 2010
384000
Internal (2 months after launch)
1061101
Overhead
Cost*
Outside development: $384,000
Marketing
Campaign Internal overhead: $233,000
Spend Marketing spend: $6,000
*Does not include any non-engineering internal costs
5

6. MM8 for Mac Customer Base
6

7. MM8 for Mac Customer Base
1. FULL PRICE PURCHASES
a. 31% of the customers that purchased Mac 8
were net new customers to Mindjet – this is still a
great new number and opportunity
b. 14% that purchased were MM Windows
customer buying Mac for the first time – they had
never held a previous mac version
2. Upgrades
a. 28% were Mac prior version upgrades
b. 27% upgraded already owning BOTH versions of
MindManager – Mac 7 and a Windows version (not
all version 9s)
7

8. Mac Market Facts & Figures
• Mac market is growing in the US
In 2010-2011 is your firm
– 1.4 million Macs sold in Q2 likely to allow more users
2008 to deploy Macs as their
– 3.05 million Macs sold in Q2 enterprise desktops?
2009 2%
• Mac shipments to businesses 19%
grew 50% y/y (Q2 ‘09-’10) Yes
No
• Mac sales to government
Unsure
organizations up 200% y/y 79%
• 93.96 million users of OS X
operating system (~8% market)
8

9. MINDMANAGER VERSION 9 FOR MAC:
PROPOSAL & RECOMMENDATION
9

10. MindManager Version 9 for Mac:
Proposed Lighthouse Features
• Adopt MS Office 2011 for Mac Interface to
Create Consistent MindManager Experience
across Platforms
• MS Office & Outlook 2011 Integration
• Presentation Mode
• SharePoint Content Management Support
• Google Docs Back-End Integration
10

11. Projected Finances for MM9 for Mac
11

12. Development Approach
• Development by external teams (Virtual FX)
• Development resources separate from
MindManager v10 for Windows and
MindManager Web projects
Doesn’t interfere with critical path of higher priority projects
12

13. Next Steps
• Approve MindManager Version 9 for Mac
• Sign UX & Development vendors
• Proceed with Phase 4: Inception and Phase 5:
Elaboration
• Post-Elaboration XT Presentation:
– Updated financial model
– Updated timeline
– Detailed product plan
– Preliminary go-to-market plan
Phase 4: Phase 5: Phase 6: Phase 7:
Phase 3: Analyze
08/01–09/30
Inception Elaboration Construction Transition
10/01—10/28 10/29—11/24 11/25—4/13 04/14—04/20
13

14. BACK-UP
4/22/2010 14

15. MindManager Unit Growth
MindManager for Mac Unit Sales by Quarter
12000
10000 MM8 launched
Number of Units Sold
in Q1 2010
MM8 pre-sales
8000 began at the
end of Q3 2009 MM Mac
MM7 launched
6000 in Q2 2007
Linear
4000 (MM Mac)
2000
0
Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
'06 '06 '06 '07 '07 '07 '07 '08 '08 '08 '08 '09 '09 '09 '09 '10 '10 '10
Quarter by Year
15

16. MAC MARKET ANALYSIS
16

17. MindManager Version 9 for Mac
Requirements Research Sources
• Staff Interviews
– Interviews staff members representing product management, product
marketing, program management, user
experience, engineering, sales, marketing, customer service, and
EMEA
• Customer Feedback
– 1,432 support requests pertaining to MindManager for Mac dated
02/2009 to 08/31/2010
• Design Partner Data
– Reviewed design partner data for 1,392 users from 11/2009 to 4/2010
Windows users, and ascertained certain assumptions about the Mac
audience from that data
• Online Community Feedback
– Yahoo! MindManager group feedback 11/2009 to 08/2010
– Mindjet Blog feedback
– Mindjet User Forums feedback 05/2007 to 08/2010
17

18. Appendix
• http://www.businessinsider.com/2008/7/microsoft-s-
real-problems-cloud-computing-and-the-second-
coming-of-apple 07/2008
• http://www.geek.com/articles/apple/apples-q4-
earnings-shine-thanks-to-a-record-number-of-macs-
and-iphones-sold-20091020/
• http://arstechnica.com/apple/news/2010/08/macs-
making-bigger-enterprise-gains-than-rest-of-pc-
market.ars 09/2010
• http://www.numberof.net/number of mac users/
05/2010
18

19. Added 09/21/2010
FOLLOW-UP TO XT PRESENTATION
4/22/2010 19

20. 125,454 Mac customers
22,653 Mac customers have MM Windows
102,801 Mac customer have no MM Windows
10,016 Mac customers have Version 8*
2,852 Mac8 customers have MM Windows
7,164 Mac8 customers have no MM Windows
*Mac Version 8 customers (10,016) are customers who bought Mac7 Licenses or Mac7 Upgrades after 11/24/2010, and customers who
bought Mac8 Licenses or Mac8 Upgrades.
20

21. 21

22. Marketo Data 11/24/2009 – 09/20/2010
Category Win Previous Mac Email Count
Total MM8 Mac 0%-100% 0%-100% 10016
Mac8 emails with previous Win 100% 0%-100% 2852
MM8 emails with previous Win but no previous Mac (Win -> Mac8) 100% 0% 1205
Mac8 emails without previous Win 0% 0%-100% 7164
Mac8 emails with previous Mac (Upgrade or MSA -> MM8 Mac) 0%-100% 100% 5275
Mac8 emails with previous Mac and previous Win 100% 100% 1647
Mac8 emails with previous Mac and no previous Win 0% 100% 3628
Mac8 emails without previous Mac (new MM8 Mac License) 0%-100% 0% 4741
Mac8 emails without Win or Mac (new MJ Cust) 0% 0% 3536
22

23. MM8 for Mac Customer Base
Units of MM8 for Mac
3785
14%
Net New Licenses
Existing User Upgrades
86%
23077
23