Business Plan V4

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A community for sharing and socializing action sports videos.

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TABLE OF CONTENTS

Our VisionOur NameOur ProductOur TeamMarket SizeMarket TrendsOpportunity SizeCompetitorsOur StrategyOur RevenueOur FutureExecutive SummaryIndex

14687535

3443775687

Zack Parker 1.(831)[email protected]

ishBowl \\\\\\\\

ishBowl // Business Plan4

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OUR STORY \\\\\\\\Over a year ago, Zack Parker (CEO and Co-Founder of ishBowl) noticed that he was having problems finding quality action sports videos on the web. The problem wasn’t that the videos weren’t out there, but it was a matter of not knowing all of the different sites to go to if you wanted to watch a bunch of different videos. Zack asked his brother (ex-professional surfer) and his best friend (Editor-in-Chief of Surfing Magazine) if they saw this as an issue that was plaguing online action sports videos. They agreed so Zack recruited Shane Heath and spent the next few months researching their market. The two sat at surf contests, skate parks, and surveyed filmmakers within the industry. All of these surveys validated their initial thoughts. With a little bit of seed capital from one of the early Facebook engineers, a team was formed and ishBowl was created.

OUR VISION

OUR MISSIONishBowl aims to consolidate all of the action sports content from the web and create one com-munity for sharing and socializing action sports videos.

ishBowl aims to drive the progression of action sports by building a platform to watch, share, and discover the highest quality action sports videos from the web.

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ishBowl

ish

Bo

wl

Business Plan

ishBowl’s target market is 182 million people.

ishBowl’s target audience is consuming 4.7 billion hours of online video a year.

182,000,000 people

4,700,000,000 hours

OVERVIEW \\\\\\\\There are 182 million people that watch over 4.7 billion hours of action sports videos each year online through thousands of different fragmented websites.

TARGET MARKET

182 M

AUDIENCE \\

BEHAVIOR \\

SURF

PA

RTICIPANTS IN ACTION SPORTS

WATCH VIDEOS ONLINE

SNOW

MOTOSKATE

FRAG MEN TED

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Our Mission

$56 billion is spend online in action sports each year.

The amount of GoPro’s sold this year.182,000,000 people

4,700,000,000 hours

$56,000,000,000 dollars

1,000,000+

REVENUE \\

TRENDS \\

ishBowl

MORE CAMERA’SMORE CONTENT

$56B


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OUR NAME \\\\\\\\Where did the name ishBowl come from? - Shane and Zack always kept a whiteboard full of their favorite words while they were playing the name game. Shane Heath (Creative Director) loved the word “ish” because he thought that it was a versatile word and that it was easily brandable. Coincidently, the first guy to apply for a job was named “Ish”. The word “ish” ended up making it up on our list of favorite words and was serendipitously placed next to the word “bowl”. Within a matter of seconds Shane screamed out “ishBowl!”. We went through our name checklist and it passed all of the tests. It was short. It was spelled how it sounded. It was available on Facebook and Twitter. The domain name was available. The domain name was cheap. The rest of this ish is history.

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“I see this as one of those things that we couldn’t afford not to be a part of.” TAYLOR PAUL

Editor-in-Chief at Surfing THE PRODUCT

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TAYLOR PAUL Editor-in-Chief at Surfing

52%Said that they would use it ????

Pick a stat here

THE PRODUCT


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OUR PRODUCT \\\\\\\\

ishBowl already has over 8,000 quliaty action sports videos!

Consumer BenefitsThe ishBowl video platform aims to put an end to users needing to search through various websites to find action sports videos. ishBowl is like Twitter, but for action sports videos. ishBowl’s “following” technology allows us to deliver videos directly to users without them needing to search for video content. ishBowl’s users simply need to “follow” their favorite athletes, brands, and filmers and we deliver all of those relevant videos directly to the user’s video feed.

Brands, Athletes, Agents and FilmersAfter meeting with brands, agents, athletes, and filmers we have discovered a major pain point; video content is floating around the internet about their athletes or their brand and they have no way of knowing that it is out there, unless they manually search for the content. This is a big problem and ishBowl has developed our “Scout”, which is our premium (paid) strategy to allow brands, athletes, agents and filmers manage all of their video content in one location. We have built a technology that alerts each specific user when their athlete, brand, or name is mentioned in a video on YouTube, Vimeo, and other major action sports websites. This allows these users to come to one location to receive notifica-tions within their ishBowl account about videos that have been posted around the web. Then, these users can send these videos out to their social networks directly from ishBowl.

Brands, athletes, agents, and filmers content will be automatical-ly pulled into ishBowl from their own YouTube or Vimeo accounts without any action required from these users. However, if they want notifications about videos not associated with their account they must pay for.

Intellectual PropertyishBowl’s product was built and designed from scratch by our team. All of the intellectual property that has been contributed to ishbowl.com is owned by ishBowl LLC. ishBowl has used YouTube’s API and Vimeo’s API to be able to pull videos into ishBowl without needing to pay for the storage and bandwidth

Hundreds of interviews later ishBowl found a solution to their market’s problem.

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FOLLOW PEOPLE.Follow athletes, brands, filmers, and interests.

OUR PRODUCT \\\\\\\\ishBowl took a complex problem and made it simple.

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WATCH VIDEOS.The newest and most relevant

videos are delivered to the feed.


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UNFAIR ADVANTAGEThe ishBowl team grew up in the industry and have all been involved in action sports since a young age with over 55 years of combined action sports experience.

The ishBowl team’s inner circle of friends are highly influential people within the action sports industry (professional athletes, sports agents, magazine editors, and web/social media influencers.)

ishBowl has relationships with some of the biggest companies, athletes, and agents in the industry.

OUR TEAM \\\\\\\\The ishBowl team has an unfair advantage in the action sports industry

everyone else

Bottom line:The ishBowl team understands the action sports market because they eat, sleep, and breathe action sports.

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Previous Experience // CEO and Founder of a 25-person team at Walu International. He’s the ish because he has deep ties in action sports and the tech industry.

Specialties // Networking, Business Strategy, and Brand Development.

Previous Experience // Co-Founder of a social networking site for the airline indus-

try. He’s the ish because he has 15 years development experience and he has built a

social media platform from scratch.

Specialties // Back-End Engineering and Database Technology

Previous Experience // Creative Director for Walu International. He’s the ish because he developed a top 25 awareness campaign by a charity in the USA called “Give A Crap.”

Specialties // Branding, User Interface, User Experience, and Front-End Design

ZACK PARKER, CEO

CTO

CREATIVE DIRECTOR

ASA DENTON,

SHANE HEATH,

\\ Recruited a top-tier developer with 15 years experience.\\ Recruited a top-tier designer with experience designing websites for professional athletes.\\ Met and surveyed 53 people in our target market.\\ Developed and tested our alpha product with 20+ technical developers and designers.\\ Developed a fully functional beta product.\\ Gained feedback from 100+ beta users .\\ Built relationships with top-tier athletes, sports agents, filmers, and brands.\\ Developed partnerships with Rip Curl and Osiris that have a combined social media reach of over 3 million people.

\\ Raised $25K in funding from an ex-Facebook engineer.\\ Built a support staff of action sports and tech advisors.\\ Made key connections at YouTube, Red Bull, Nike and Oakley.

MILE STONES \\

everyone else


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CONTACTS \\\\\\\\If it’s about who you know, then ishBowl is in a great position.

NIKEREDBULLOAKLEYRIPCURLSANUK

GRIND MEDIASURFINGSURFERTRANSWORLD

WASSERMANCRUSH SPORTSICON MANAGEMENT

SURFLINE

VOLCOMOSIRISBILLABONGNIXONSANTA CRUZ

THOM MCELROY BRAND ADVISORCo-Founder of Volcom

JOSH PRITCHARD DEVELOPMENT ADVISOREx-Facebook Analyst/Engineer (2006-2010)

ALISON GERLACH BUSINESS STRATEGY ADVISOR Serial Entrepreneur/Lecturer at MIT and Cornell Universities

FINANCIAL ADVISOREMERY JONESCFO and Co-Founder of Granicus

NICK GREENINGER PARTNERSHIPS ADVISORAthlete Management at Crush Sports

SEO, SEM, and ANALYTICS ADVISORBEAU VASQUEZSr. Account Executive at BusinessOnline

PRODUCT DESIGN ADVISORARSENI HARKUNOUCo-Founder and UX Director at Uber Experience

NICK ARACO BUSINESS STRATEGY ADVISORCEO of AchieveNext

Advisors \\

Brands \\

Distribution \\

Manegment \\

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THE MARKET

52%??Said that they spend too much time searching....??

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THE MARKET“I hate going

to 14 different blogs to see if anything new

has been posted.

It’s annoying and I don’t have time.”Matt Wilkinson

ASP Top 15 Surfer


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MARKET SIZE \\\\\\\\

There are 175 million people that participate in or follow action sports in the USA each year . ishBowl’s worldwide action sports market is 350 million people with the assumption that the total number of participants and followers worldwide is at least the same size as the US market. According to Internet World Stats, 65% of the people in the countries with the highest level of action sports participants have access to the Internet . ishBowl sees this trend only moving upwards with the advancements being made with smart phone technology. According to Reel SEO, 80% of those with access to the Internet are watching online video .

ishBowl’s total market is 182 million people that participate or follow action sports, have access to the Internet, and watch videos online.

ishBowl conducted a survey with 53 action sports participants and on average each user said they watched 30 minutes of action sports content online each week. Therefore, the total number hours of action sports content consumed online by our 182 million users each year is over 4.7 billion.

WHO IS THE 90%?

WHAT’S THEIR PROBLEM?

Our audience is 90% male and in the 12-35 year-old demo-graphic.

It turns out that the original problem that co-founder, Zack Parker, was having was happening in this market. The ishBowl team con-tinued to get outside the office and talk to their market and when they started hearing the same thing from the different parties involved they knew they had to take action.

During this time we spoke with:• Top sports agents in the action sports industry (Approx 9)• Professional athletes (Approx 12)• Brands (Such as GoPro, Oakley, Nike, Sanuk, Rip Curl, Osiris, NHS, and more)• Filmmakers (Approx 15)• Action sports enthusiasts (Approximately 100)

Athletes, brands, filmers, and enthusiasts are all having the same problem of not being able to easily find quality and relevant action sports content. The content is out there, but there isn’t any type of structure for how to discover or showcase video content.

ishBowl is ready to tap into the $6B action sports market

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in creation

Our initial market is $2.4B (inner ring)

1.8B for affiliate sales (76%) and 560M for advertising (24%) - to be broken down in the pie chart

All sports (outer ring)

210B market spent online (10% of 2.1 Trillion)

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VIEWING GROWTH

CONTENT GROWTH

The days of buying action sports DVD’s are over. There is so much content that is readily available online that the issue is about how to consolidate the content in a useful way that makes it easier to discover. Over 2010 and 2011 the amount of video content being viewed online has increased by 45% and 38% , respectively. ishBowl is seeking to be the dominant player in the action sports online video market.

The invention of personalized video cameras (GoPro, Contour, Sony Action Cam, and Jakks Action Shot) has increased the number of action sports video content creators. Last year, GoPro sold over 800,000 cameras and now have plans to take the company public next year raising between $300-$500M.

Content creators no longer need a high-end video camera to capture action sports content. More and more people are relying on their smartphones to capture content from the device that comes with them ev-erywhere. Smartphone usage is now above 50% in the USA and is showing no signs of slowing up

MARKET TRENDS \\\\\\\\Capturing content has never been this easy in the history of action sports

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The amount of smart phone use has in-creased by 50% this year.

The amount of video content viewed has increased by 45% over the last year.

The amount of GoPro cameras sold in the last year.

50%

45%

1,000,000+

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Add in 50% smart phone usage


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CURRENT COMPETITORS \\\\\\\\

ACTION SPORTS CONTENT CHANNELS

The ishBowl team grew up in the action sports industry and watching action sports videos, so the team was already aware of the major competition. However, with a bit more research we realized that there were some social video companies that we needed to both emulate and be on the look out for.

Currently, these are the key players in the action sports video industry. Each of these channels is a traditional media channel that pushes content at a user without giving them an option to customize the media based on their interests. These are the “core” action sports locations that ishBowl’s target demographic go to in order to find the most relevant and quality action sports videos. Based on surveys and feedback from ishBowl’s users, people eventually find all of the content they need, but it is after visiting multiple sites. This fragmentation creates a ton of friction each time a user goes to a new site to seek out more videos (they could end up on Facebook, Gmail, Twitter, etc.), which leads to less overall views of action sports videos.

Disclaimer: ishBowl currently views these as our immediate competition for our audience, but ishBowl also feels that we can work directly with these different distribution channels. Currently, ishBowl has most of these channels on our site. Once ishBowl establishes our position within the industry we see these different media channels “managing a page” on ishBowl (similar to Facebook, Twitter, or Instagram).

ishBowl is in partnership talks with the world’s largest action sports content distributor, Grind Media.

ishBowl has used YouTube’s and Vimeo’s APIs to build a social video site based around action sports. ishBowl is at the vortex of our 3 different competitors and substitutes.

Roll with your enemies. - Tupac

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ishBowl is in talks with the head of content partnerships and channel strategies at YouTube.

FUTURE COMPETITORS

YOUTUBE AND VIMEO

ishBowl views these companies as our future competitors. These companies allow you to follow different people, topics, or animals. They are trying to launch as the “Twitter for video”, but we feel their needs to be focus. When Twitter started it was only used by the tech community (it was used by mainly computer engineers and “untrendy” people). ishBowl feels that the problem with these social video sites is that they launched being an “everything” video site. With ishBowl’s specific focus on action sports we feel that we can increase engagement that these social video companies are struggling with.

YouTube and Vimeo are substitutes to using ishBowl, but we do not consider them direct competitors. Most core enthusiasts go to more fragmented action sports focused sites to consume their content. These enthusiasts like to feel like they are in a community that is for them. They don’t shop at Walmart, but they go to their core skate, surf and snow shops. When the ishBowl team was at surf contests and skate parks interviewing their core demographic the team found that these enthusiasts were having trouble finding enough relevant and quality videos on the “core” sites, but on YouTube and Vimeo the relevant and quality action sports content was too difficult to find.

Disclaimer: The ishBowl team loves YouTube and Vimeo. Without their platforms, then the ishBowl platform would be much more difficult to create. ishBowl knows that YouTube and Vimeo do online video better than everybody else, but we want to add an extra filter to their current services and utilize their technologies to serve a targeted demographic.

ishBowl has used YouTube’s and Vimeo’s APIs to build a social video site based around action sports. ishBowl is at the vortex of our 3 different competitors and substitutes.

FUTURE COMPETITORS \\\\\\\\One step ahead.

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““Would I get our company to use this? Yes.

Would I get our athletes to use this? Yes.

Would I get our company to help promote this? Yes.”

Dylan Slater Director of Marketing at Rip Curl

MARKETING&

SALES

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MARKETING&

SALES


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MARKETING \\\\\\\\ ishBowl’s marketing strategy can be broken down into three distinct categories: online marketing, offline to online marketing, and offline marketing. The reason ishBowl is placing any emphasis on anything offline is because in action sports, branding is every-thing. As the old saying goes, “It’s not about WHAT you know, it’s about WHO you know.” This is especially true in action sports. If you aren’t “in”, then you won’t get into the market... period. Luckily for ishBowl, they already know the WHO. Now it’s time to

ishBowl plans on using social integration with Facebook and Twitter as the primary means of online marketing. ishBowl feels that through this social integration they will be able to attract users through the following techniques:

ishBowl’s relationships within the action sports industry have enabled them to have connections with the key influencers.ishBowl’s marketing strategy to reach millions of users without needing to pay for advertising is to utilize real life partnerships in the action sports industry with key players that have existing distribution channels (social media, industry connections, and media connections). ishBowl has been working with brands, athletes, and media channels to build a product that each of these potential users can benefit from. From there, these users can promote ishBowl out to their followers via social media, websites, and personal connections.

• Posting to people’s Facebook timelines (if given consent) when they make comments, like a video, or post a video.

• Allowing users to share a video to Facebook or Twitter directly from ishBowl. This will mention that a video was shared from ishBowl with a link back to our site.

• Providing multiple access points for users to be able to invite friends: an invite option right after registration,

SOCIAL INTEGRATION

OFFLINE TO ONLINE MARKETING

ishBowl’s marketing strategy is to tap into existing distribution channels

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Once again, I think the funnel is the call here for the graphic on the right. Starts from social media reach, number of clicks per month to ishBowl= monthly traffic to ishBowl (based on 15 video posts), loyal users watching 15 videos a month=total videos views, total yearly value of partnership.

(this one we will need to work on since it is new, but we do want to show HOW a partnership with a brand makes us $$$$)

in creation


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Ricky CarmichaelBubba StewartMatt WilkinsonNat YoungPaul RodriguezMikey Taylor

IN DISCUSSION WITH

ATHLETES

ishBowl has a unique opportunity to be connected to very influential athletes in action sports. Through part-nerships with these athletes ishBowl will obtain credibility within the action sports industry, connections with key brands, relationships with other distribution partners (magazines, blogs, and websites), and other influential athletes.

ishBowl is a platform for brands and sports agents to manage, organize, and share their content from one location. ishBowl’s “Scout” service enables brands and agents to receive notifications on ishBowl when their athletes or their brand is mentioned on YouTube, Vimeo, or other mainstream action sports websites. Then, these brands and agents are able to share directly out to their Face-book and Twitter from ishBowl. This will in turn drive traffic from the posts back to ishBowl. Cur-rently, these brands and agents are spending 10+ hours each month manually seeking out videos

ishBowl is working closely with these partners to build a platform for the brands, agents, and athletes to use.

ishBowl plans to work closely with these partners to build a platform for the brands, agents, and athletes to use.

Combined social media reach

BRANDS

CURRENT PARTNERS:

IN DISCUSSION WITH:

Osiris’ brand and 40 athletes have a combined social media reach of 850,000 people.

Rip Curl’s brand and 40+ athletes have a combined social media reach of 2.2 million people.

850,000

4,000,000+

2.2M

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Ricky CarmichaelBubba StewartMatt WilkinsonNat YoungPaul RodriguezMikey Taylor

IN DISCUSSION WITH

DISTRIBUTION CHANNELS

GRASSROOTS

OFFLINE MARKETING

ishBowl is working with key distribution partners in order to ensure we are building a product that they need in order for us to reach millions of potential users.

ishBowl will utilize key relationships with bloggers to help recruit and engage enthusiasts that are not getting their news from mainstream action sports media. ishBowl will systematically use our connections with athletes that can open up doors to different bloggers to write stories on us and feature our website.

ishBowl will engage in partnerships with surf, skate, wake, snow, moto and MTB clubs at universities and high schools. Giving product demonstrations at club meetings is a great networking opportunity with our target market. Regional contest series’ in action sports. ishBowl’s key demographic attends these events every weekend. There is a huge opportunity to be the online sponsor of these events hosting product demonstrations at the events.

The partnership will also provide a ton of great press and public relations for ishBowl within the action sports and tech industries. Also, partnering with YouTube provides leverage going into any future relationships with any other partners or buyers. Lastly, it will put us on Google’s radar for an acquisition.

This partnership will allow ishBowl to gain access to the distribu-tion channels of 7 major action sports magazines and 20 action sports related websites. Grind Media also owns GrindTV which is in association with Yahoo and receives over 7M unique viewers ev-ery month.

Social media and web reach- Over 8M monthly


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MONITIZATION DESIGN \\\\\\\\

ADVERTISINGWith the industry having our back we will be build-ing the biggest thing action sports insustry has seen.• FULL SITE TAKEOVERS

• PRE-ROLL

• PROMOTED USERS AND VIDEOS

• BLAH

SERVICESWith the industry having our back we will be build-ing the biggest thing action sports insustry has seen.• SCOUT

• VIDEO ANALYTICS

PREMIUM USERSWith the industry having our back we will be build-ing the biggest thing action sports insustry has seen.• INTEGRATED WEBSITE BUILDER

AFFILIATE SALESWith the industry having our back we will be build-ing the biggest thing action sports insustry has seen.• PRODUCT TAGGING TECHNOLOGY

• LOCATION BASED TRAVEL SALES

We don’t want to sacrifice the experience make money. So we decided to integrate the two.

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AUTOMATED VIDEO DISCOVERY

Agents and talent managers spend countless house tracking down the videos of the athletes that they represent. Add in their research on pro-spective athletes - and you have a sizable pain in the industry. Individual atheletes also experience the same issue * please re-write

Welcome Scout’s automated video discovery. We scan sites for these athletes so time can be spend actually watching, sharing, and managing.

$$ * Along those lines I think.

SUBHEAD

MONITIZATION DESIGN \\\\\\\\We are creating integrated products that fit our customers needs.

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AUTOMATED VIDEO DISCOVERY


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PREMIUM ADVERTISING.• FULL SITE TAKEOVERS

• PRE-ROLL


• BLAH

MONITIZATION DESIGN \\\\\\\\Advertising doesn’t have to be annoying.

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PREMIUM MEMBERSHIPS.• SCOUT

• VIDEO ANALYTICS

• INTEGRATED WEBSITE BUILDER


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INNOVATIVE SALES.• FULL SITE TAKEOVERS

• PRE-ROLL


• BLAH

MONITIZATION DESIGN \\\\\\\\We are excited about what the future of advertising has to hold.

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MOBILE.• SCOUT

• VIDEO ANALYTICS

• INTEGRATED WEBSITE BUILDER


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Nick Greeninger quote or some-thing????


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REVENUE \\\\\\\\Grind Media- ishBowl is working on a revenue share partnership with Grind Media for the advertising sales for our site. Grind Media already has the existing advertising sales network in the action sports industry for ishBowl to tap into. “Scout” Sales- ishBowl will sell their premium service, “Scout”, directly to their existing contacts first. From there, ishBowl will

Projections go here

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We are here.At the “tip of the iceberg”

FUTURE \\\\\\\\\\

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// Section TitleFUTURE \\\\\\\\\\

Soon to be here.Action sports on all devices

In the future.All sports. All devices.

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EXECUTIVE SUMMARY \\\\\\\\VISION

TEAM

ADVISORS

MILESTONES

PRODUCT

MARKET

STRATEGY

GROWTH PROJECTIONS

REVENUE

WHATS NEXT/MAYBE THE ‘ASK’

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LET’S SEE IT.

1.(831)[email protected]

Documents

Business Plan V4