Founder and CEO: Stacy TasmanWebsite: HowHeAsked.com

Contact: Stacy@HowHeAsked.comLocation: New York, NY

investor information

Men are not very creative.

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What? They’re not.

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They are, however, expected to spend

$5,000 on one of these:

And needing to plan a proposal that looks

something magical like this:

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And that’s where how he asked comes in…

how he asked is the first marriage proposal platform to:

•Curate real proposal stories

•Give men a forum for discussing their proposal ideas

•Connect men with local vendors (jewelers, photographers, venues,

etc.)

•Facilitate engagement ring purchases

•Provide information to men looking to propose

… All to help men execute an absolutely perfect proposal!

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how he asked is the first site to take advantage of this untapped $11bn aspect of a proven successful wedding industry.

Wedding sites are cluttered and focus on the wedding & the female – not the proposal & the man. Vendors & big-name jewelers also do not have a direct line to male customers.

The jewelry market is an 11bn piece of the 53.3bn wedding industry

: The First in an $11bn Industry

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The Team

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CEO: Stacy Tasman•4 Years in Startups•Marketing Guru

Sales: Shantel Khleif•Wedding Planner•Industry Expert

Tech: Pixl Group•Wordpress design duo •Based in Chicago

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Overview and History – 150,000 Visits Per Month

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History and Quick Facts

•Launched in September 2011

•Traffic has grown from 15k readers to 150k+ monthly

•More than 10 proposal submissions to the site weekly

•Stories, photos, and videos have viral share

•Growth thus far has been organic, with zero marketing dollars spent

Overview

•Today: howheasked.com is a user-generated curation of proposal stories – allowing women to publish and share their happy moment.

•Future: Men can search for proposals, find and purchase engagement rings, crowd-source proposal ideas, and connect with local vendors.

A redesign at the end of Jan resulted in 110% increase in page views

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Market Size & Opportunity – a Piece of $53.3bn Pie

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• 78% of couples use internet search to locate products and services for their wedding and 76% use wedding or bridal websites.

(source: The Wedding Report, 2011)

• The engagement ring and wedding jewelry market is an $11 billion industry. The average cost of an engagement ring is: $5,200.

(source: The Knot Market Intelligence, 2011)

• In 2011, there were ~2.1 million weddings, along with ~350,000 wedding businesses. (source: The Wedding Report, 2011)

OPPORTUNITY: Capture a portion of local engagement spend by facilitating the discovery and buying process online.

Total spend: $53.3 Billion(source: The Wedding Report, 2011)

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Product Breakdown

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Product Description Status NotesSelf- Publishing Platform

User-submitted proposal stories with photos and videos

✓MVP built in Nov 2013 re-launch

Currently functioning off WordPress; Could enhance auto-publishing capabilities

Blog Informational and inspirational posts on love and proposals

✓ Currently functioning, One post per week

Vendor Guide Location-based directory of planners, photographers, venues, + more resources

✓Built in Nov 2013 re-launch

Need to create more robust directory with sponsor & upsell capabilities

Advice + Planning

Consult with experts ✓ Partnered with proposal planners to help

Search Platform

Index proposal stories in a searchable way for men ✓Built in Nov 2013

Created category-based search engine

Crowd-Source Forum

Create a community of men looking to propose

Product Spec’d – on hold Uncertain of efficacy

Ring Guide Women can find and collect their favorite rings; Men can discover and purchase a ring

✓Built in Nov 2013 re-launch

Working with one jeweler to populate their catalog; Need to develop index

Shop Bridal accessories + gifts for the bride and groom

Undefined E-commerce component with rev share model

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Revenue Streams

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Opportunity Description Revenue Yearly ($316k)

Advertising Women’s lifestyle brands, Ring Designers, Men’s Fashion, Photographers

$9 CPM $100,000

Ring Guide Directory, ring generator, information (20 Jewelers)

$400/monthly, Pay Per Profile

$96,000

Vendor Guide Directory of qualified, local vendors; Focus on top 20 cities with 20 vendors per city (photographers, jewelers, videographers, venues, planners)

$20/listing + $60 for sponsored listing (monthly)

$80,000

Partnerships Submission package: receive 10% off David’s Bridal, 15% off Men’s Warehouse, $100 credit on your Pottery Barn registry, etc.

Flat fee4k/partner

$24,000

Online Shop Affiliates: bridesmaid gifts, bridal jewelry

10% of sales 10,000

Consulting and Planning

Online planning tools and idea packages

$100-$500 per package

$6,000

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Competitor Overview

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The KnotPros: Brand recognition, “ultimate” resourceCons: Overblown planning tool, wedding and female-focus only, clutteredValue: $234mm

Wedding WirePros: Strong directory, user reviewsCons: Expensive for vendors, mostly brides who use the siteValue: $50-$100 million (currently profitable and raised $25mm in September 2012)

Wedding BlogsPro: Provide inspiration, vendor guides, personal connection to curator, visual appealCons: Hundreds of wedding blogs, archives poorly indexed, no scaleValue: N/A, yearly income $60k

HowHeAskedPros: First to focus on proposals, funnelsCons: Fragmented demographic, one-time use for men

Blue NilePros: Physical product, national brand recognitionCons: Not a resource, tools are focused on making direct purchaseValue: $417mm

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Bottom Line

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• Without spending a dime on marketing, howheasked.com has reached 150k visitors per month

• how he asked is the first proposal resource in a cluttered $53.3bn wedding market

• Engagement ring buying alone is an $11bn industry, with no definitive resource for men in the marketplace

• For brands, advertisers, and vendors, how he asked is a way to connect with highly-targeted, high-potential customers

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