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HOWMULESOFTDROVEPARTICIPATIONINITSNEWESPP
FEBRUARY27,2018
AGENDA1. IntroducingMuleSoB,theircommunicaGonchallenges,andtheirpost-IPO
transformaGon2. CreaGngscalableandconsistentequitycommunicaGonswithadigital
campaignapproach
SamAdamsSr.Manager,GlobalEquityPrograms
KrishnaPatelCommunicaGonsStrategist
ABOUTMULESOFT
ConnecGngtheworld’sapplicaGons,data,anddevices
Headquarters
SanFrancisco
Revenue
$188M
The"mule"inournamecomesfromthedrudgery,or"donkeywork,"ofdataintegraGonthatourplaXormwascreatedtoescape.
WORKINGATMULESOFT
1200employees18offices
12countries
10BestPlacetoWorkAwards
MULESOFT–OURCOMPANY
MULESOFT’SIPO–MARCH2017
• IntroducedESPP
• ChangeddefaultstockawardtoRSU
• Employeeswithdifferentmixesofequityvehicles
COMMUNICATIONCHALLENGES
Lackofawarenessaboutcomplexequityprograms
Findingefficienciesasthecompanygrows
Consistencyacrossglobaloffices
GOALSFORMULESOFT’STRANSFORMATION
• DriveparGcipaGoninESPP(80%target)
• ConveyvalueofnewequityprogramstoexisGngemployees
• EnsureprospecGveandnewemployeesunderstandvalueofequityprograms
• Buildacultureofownership
ESPPCAMPAIGN
• Openenrollment–2weekperiodbeforeanewofferingperiodstarts
• Three-weekemailcampaigndrivingtraffictokeyresources:
o Short-formvideoso FAQo Enrollmentguideo Taxone-sheetersforcountries
outsidetheUS
CAMPAIGNTIMELINE
Pre-LaunchMessage
2017
10/11
LaunchMessage(EnrollmentOpens)
2017
10/16
ReminderMessage#1
2017
10/20
FinalReminderMessage
(EnrollmentCloses)
2017
10/31
ReminderMessage#2
2017
10/23
ESPPCAMPAIGNEXAMPLES
Launchemail EmailtoNewEnrollees
ESPPCAMPAIGNEXAMPLES
ReminderEmail
CONTENTEXAMPLE
MULESOFT’SRESULTS
ExceedediniGalESPPparGcipaGongoal 84%vs.80%
FewerquesGonsthanexpected
IncreasedparGcipaGoninsecondESPPenrollmentperiod92%
Q&A
