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1
Moontide Media, LLC
A Micro-Local Media Network
Investment Overview
2
What is Moontide Media The Opportunity The Moontide Model The Moontide Product Suite Rollout strategy Competition Management Summary Financials
Agenda
3
What if…
An ultra high quality lifestyle magazine existed for your neighborhood?
There was a smart, cool and trusted voice that could guide you to the best finds nearby every day?
And what if…
The most desirable neighborhoods in Los Angeles were part of an upscale media network?
Local advertisers had a marketing partner who really understood how to help them reach their most sought after targets?
A sophisticated and trusted local voice were able to offer marketing opportunities up and down the value chain?
44
What if… is Moontide Media
Moontide Media is a network of premium-quality local magazines and digital properties which engage residents of the most desirable Los Angeles communities, while providing integrated marketing opportunities for local and regional businesses.
Building from a base of two existing magazines and websites, Moontide will rapidly scale into a cross-media platform that fundamentally connects readers and marketers in carefully selected affluent sub-regions.
55
Moontide Media: The Consumer Opportunity
Magazines
Websites
Emails
Mobile
Moontide provides that consumer:
Ultra high-quality lifestyle magazines about great living specifically in your community
Websites that inform and guide her to the most relevant events and commercial opportunities
Emails that tip her off to local happenings, weekend fun and local real estate listings
Mobile applications that guide him directly to local merchants while offering timely discounts
A premium quality, cross-media guide to living your best life close to home
The average upscale consumer spends 92% of their time within 50 miles of their home
66
Moontide Media: The Market Opportunity
Local digital media is expected to grow in excess 18% CAGR through 2013
There is significant lack of high quality print vehicles within the targeted markets
The sub-regional magazine marketplace is relatively uncompetitive in Los Angeles; No sub-regional player operates at scale
Pure play digital providers lack community presence
Local advertisers lack marketing (especially digital) expertise and will respond to customer service
The Moontide Network will connect the most desirable communities
A highly experienced management team is focused on execution
Market Growth
Competition
Advertiser Need
Network
Management
77
Why print? Why now?
Lifestyle magazines are not news-driven
Community and passion verticals lend themselves to the immersive print experience
Text, design, photography and permanence appeal to lifestyle readers
Art, architecture, food & wine, people and events are captured well on the printed page
When costs are controlled, print offers solid margins
Periodical lifestyle
magazines are a unique media
experience
88
Built to ensure quality across media at a low relative cost and to allow for rapid geographic expansion
A small central organization delivers general management, network editorial, digital services, production, marketing and finance
Four person sub-region teams focus on delivering relevant content and monetizing each market
Editorial structure of XX% shared (network) content and XX% generated in each sub-region
A partnership with a best-of-breed digital platform developer
A controlled circulation model delivers quality circulation with minimal subscriber acquisition costs
The Moontide Model: Low Cost/ High Quality
Rapid Scalability
Hub and Spoke Organizational
Structure
Leveraged Editorial
Proven digital platform
Controlled circulation
99
Centralized functions are designed to scale with edition rollouts
Magazine layout, content management, customer relationship management and printing contracts all designed to scale
Centralized costs are borne early in the businesses’ lifecycle and increase more slowly than the revenue growth associated with a new title
XX% of magazine editorial slots into new edition
Digital template; each new site rollout takes 4 weeks
Sales rollout and marketing plan cover XX week period
Centralized Leverage
The Moontide Model: Replicable, Highly Scalable
Digital Efficiency
Editorial Efficiency
Effective Launch
1010
Centralized General Management Network Editorial Art & Design Digital Services Production Marketing XX Head Count at Scale
Sub-Regions Print and Digital Ad Sales Local Editorial Blogging Local Events X Head Count per Sub-Region
The Moontide Model: Structure
West Hollywood
Southbay
Westside
Ventura Blvd
Canyons
Old Town
Central
1111
The Moontide Model: Deep Community RelationshipsMoontide gains competitive advantage through community relationships based upon a combination of its editorial products, digital applications and human contact
Readers and Users
Local Merchants
The Moontide Portfolio
1212
Godengo is a best-of-breed digital platform specifically developed for local publishers
Modular platform allows for maximum flexibility Constant innovation in audience acquisition, revenue
generation and content presentation Modular template; each new site rollout takes X
weeks Pioneers in geo-base listing revenue strategies Outstanding site architecture and SEO capabilities
The Moontide Model: Effective Digital Partnership
13
The Moontide Product Suite: Print
High quality local editorial: art, architecture, healthy living, food, wine, travel, fascinating people, great businesses and the best local events
Xx annually XX,000-XX,000 controlled circulation Mailed to highest income homes High quality supplemental distribution: best
hotels, boutiques
Great Living Close to Home
14
The Moontide Product Suite: Websites
Each site contains: Daily blogs Calendar Event photo galleries Deal of the Day Contests Business listings Magazine content
Utilizing Moontide’s unique partnership with Godengo, a micro regional website will debut just prior to the launch of each new magazine
The websites will be a dynamic daily connection to our users
The daily connection to your community
15
The Moontide Product Suite: Email
“Today in…” Daily email from local editors
“This Weekend in…” Friday email guide to local weekend happenings
“Local Listings” Weekly email on local real estate listings
Email drives traffic to the sites, provides sponsorship opportunities and is a base of Moontide’s data acquisition process
Daily Pushed Communication
16
The Moontide Product Suite: Mobile
Iphone and smartphone apps Mapping functionality Enhanced business listings Text for info Contests
Godengo supplied apps launch Moontide rapidly into the mobile market
Community on the Go
1717
Moontide Media: Development Bridge
2 sub-regional magazines: Southbay and Westside
One website (lifeinthesouthbay.com) Excellent quality/very low cost Strong Southbay advertiser relationships Strong growth path for Westside – third issue ’XX revenues of $XXX; net income of $XX
X magazines/X new launches Vibrant digital activity in each sub-region Established and growing community
relationships and advertiser base Advertising and ecommerce revenue streams X of X regions generating positive net income XX employees ‘11 revenues of $XM; EBIT of $XM
TodayA vibrant young company in need of growth capital
24 MonthsA sub-regional magazine and digital network generating significant cashflow
1818
Moontide Media – Rollout strategy
Existing Titles
Southbay Westside
Launches
Ventura Blvd West Hollywood Canyons Old Town Beverly Hills 90210
CANYONS VENTURA BLVD
OLD TOWN
WEST HOLLYWOOD
BEVERLY HILLS 90210
SOUTHBAY
WESTSIDE
1919
Only The Most Desirable Communities
The sub-regions where Moontide currently publishes and will soon launch are among the most affluent communities in the U.S.
Southbay WestsideVentura
Blvd.West
HollywoodCanyons Old Town
Beverly Hills
Households 68,100 54,200 42,500 56,762 36,111 31,438 19,175
Businesses 4,994 6,374 8,159 6,232 5,915 3,049 5,814
Adjusted Gross Income
$177,000 $384,000 $166,000 $97,000 $156,000 $200,000 $343,000
Median Home Price
$1.388M $1.868M $1.004M $1.875M $877K $1.069M $1.255M
Each market Moontide launches has been vetted for:
Affluence relative to region/country A easily defined market Sufficient volume of local businesses Market underserved by competition
2020
Moontide Media: Competition
No local media magazine company operates at scale
Existing Stand-alone sub-regional magazines 805 Living – Canyons Pasadena Magazine – Old Town The Magazine – Old Town Beverly Hills – Beverly Hills Times, Beverly Hills 213
No sub-regional print competitor employs a meaningful digital strategy
Lower-end local newspapers and “shoppers” fail to adequately service higher end businesses
Local Media Platforms
2121
Moontide vs. National City Platforms: A Unique Go-To-Market StrategyMoontide is focused first on delivering marketing value for the local advertiser, secondarily on the regional advertiser and finally on national upscale advertisers when the network reaches scale
Moontide Media
City-wide magazines focus most heavily on national advertisers
LOCAL
REGIONAL
NATIONAL
Moontide Media’s focus is first on local markets
NATIONAL
REGIONAL
LOCAL
2222
Moontide Media: Competition
Yelp, Citysearch, Google, Patch, Yellowpages.com and others
Strong technology platforms; various business models
Local information, business reviews, search Focused on local advertisers Most lack a meaningful local presence and
often rely on business self-service
National Digital Advertising
Platforms
Moontide competes with pure-play digital competitors with a strong technology structure, deep community presence and
business relationships and cross-media capabilities
2323
Experienced, Execution-oriented Management
Current CEO, Rockmore Media, LLC President & Publisher of Variety; President of RBI
Entertainment Group 2000-2008 Responsible for $XXM operating group representing
XX% of parent company profit Launched Variety.com and built to $XM in revenues Grew mature franchise revenue and EBITDA by X%
and X% (CAGR) during tenure Board member, American Media, Inc. & The Wrap, Inc.
Founded Moontide Media in 2006 with $XX investment VP, Business Development – Silverpop Systems, Inc
2002 - 2006 – leading email solutions provider VP, Sales – Avalon Digital Marketing, 1999 – 2003 –
central role in sale of company to Silverpop Regional Advertising Manager – Curtco Freedom
Group – oversaw sales for The Robb Report
Charlie KoonesChief Executive Officer
Todd KlawinChairman & Founder
24
$-
$2,000
$4,000
$6,000
$8,000
Year 1 Year 2 Year 3 Year 4 Year 5
Incremental Profit by Year
$X
$X
$X$X
$X
$X
$X
$X
$X
$X
$X,000
$X,000
$X,000
$
Year 1 Year 2 Year 3 Year 4 Year 5
$2,453
$6,461
$2,710
$2,135$1,854
$2,993
$3,829
$1,278 $1,156$966
$-
$2,000
$4,000
$6,000
$8,000
Year 1 Year 2 Year 3 Year 4 Year 5
Incremental Revenue ($000s)
Incremental Cost ($000s)
$-
$2,000
$4,000
$6,000
$8,000
Year 1 Year 2 Year 3 Year 4 Year 5
Incremental Revenue ($000s)
Incremental Cost ($000s)
25
$(X)
$X
$X
$X
Y1 EBITDAX Editions + Nat’l /
Regional Ads and OH
Y2 Incr ProfitXEditions +
Nat’l / Regional Ads and Increased Digital Rollout
Y3 Incr ProfitX Editions + Nat’l / Regional Ads and Increased Digital
Rollout
Y4 Incr ProfitX Editions + Nat’l / Regional Ads and Increased Digital
Rollout
Y5 Incr ProfitX Editions + Nat’l / Regional Ads and Full Digital Rollout
Y5 EBITDAY1 EBITDA Year 3 Year 4 Year 5
$X
$X
Year 2
Moontide Media Profit Bridge