Apimetrics Investor Introduction

1© 2013 APImetrics, Inc. All Rights Reserved. Confidential. www.apimetrics.io

Investor Introduction

David O’Neill | [email protected] | +1 206 9721140.

mailto:[email protected]


Summary

APIs are an integral part of every web service & mobile app

• APImetrics provides a complete web based system for monitoring and measuring API performance, allowing developers and enterprises to tailor their apps and products accordingly

• Self funded beta product launched September 2013 providing public testing of 50 common APIs

• Lead enterprise client closed and generating monthly revenue

• We are seeking $2M in funding to accelerate our growth and lock in our leading position


APIs are a major driver of growth…

. . . and demand for APIs has created opportunities for new ventures and investors in API management, but not in monitoring

• Apigee: Launched 2009 - $35M F Round August 2013• Mashery: Launched 2007 - Acquired by Intel: April 2013 $180

million• Layer 7: Launched 2002 – Acquired by CA: May 2013 $155

million


API Performance is highly variable

• Slow responding APIs impact user experience

• Apps get blamed for 3rd party performance issues

• APIs run with persistent error rates

• No complete third-party functional API testing available

• API ping tests or one-off tests don’t provide necessary coverage or deliver trend data and can’t handle multi-part API calls

APImetrics is a complete end-to-end third-party service for API performance monitoring and alerts


Our Solution

APImetrics Front End

Custom Reports Test Manager

GUI API Wizard Test Scheduler

Test Editor

Scheduling Engine

Auth Manager

Reporting Tool

Cloud Datastore

Web

In

terf

ace

Cust

om

Ski

ns

APImetrics Cloud ServiceDevelopers

- Free product- Crowd

sourcing of APIs

Enterprises- Premium

service- Own user

accounts

API Providers- Public and

private performance dashboards


How we make money

Free / Community SaaS / Premium Users

Enterprise

• Free service for developers and others

• Access to historical public data

• Option to create tests to share with the community

• Private tests with results and stats

• Configuration tools to allow for private API access

• Limits on API numbers and frequency of calls

• UI customization and user account controls

• Private and public reporting APIs

• Maximum possible API calls and frequency of calls

Monthly Fees $25 $250 $2,500 and up

Monthly recurring revenues at 3 years $300,000 $1,300,000


How we see our market share

Users AssumptionsSign Up Rate for free from marketing reach 1.3%Conversion Rate to premium 3%Non Renewal Rate Assumption per year 20%

Target Market After 3 YearsTotal Community Users 128,000 Tier 1 Users 3,800 Tier 2 Users 114 Enterprise Users 406


Competitor Analysis – How we measure up

Competitors Limitations Potential Upside

API Management o “Foxes guarding the hen house”

o Need for independent API montoring

o Potential partner channel

o Apigeeo Mashery (Intel)o Layer 7 (CA)

API Test Services o No test schedulingo Not designed for

feedback and external reporting

o Easy to differentiate serviceso Runscope

o TheRightAPI

Web and App Monitoring o Set up for DNS and ping tests

o Not geared up for actual througput API calls

o Potential sales channel or target for acquisitiono New Relic

o Pingdomo Nimsoft (CA)

o Comscoreo AppDynamics


Reaching clients –Sales and Marketing StrategyWeb Focus / SaaS Channels Enterprise

o Current Activityo SaaS free trialo Public data tweeted

and spread through viral reports

o This quartero Tech and developer-

focused media o Test tool used for auto

prospecting

o API enablers:o Mashery*

o Layer7*

o Web/App monitoring: o New Relic* o Geckoboardo RightScale

o BaaS Providers: o Currently reaching out

o API Consulting Serviceso Inside Radius*

o Enterprise Saleso Current Clients

o AT&To Wide range of

prospectso Tool configured for

automatic prospecting

Ongoing engagement

o Website with public results drives developer enagemento API Wizard and tests community expands public coverage and value


Huge range of potential clients across many industries…


Investment required to grow and maintain dominance

Planned RoadmapQ3 2013• Trend graphing and improved

reporting• Results export available via an

API

Q4 2013• Plug In Reporting for New Relic

and Geckoboard• ‘Chained’ multi-part API tests

H1 2014• Feedback API for reporting API

issues back into apps and services

Defending Our Market Position

1. Public API performance data drives users back to service

2. Community generates traffic and user generated API tests

3. External reporting drives premium adoption as a trusted reporting service

4. Feedback API locks users into APImetrics as an essential part of any app


Team

David O’Neill – CEO

Nick Denny - Engineering

Richard Hurring – Co-Founder

• Startup veteran including AYG’s Wireless Internet Lab sold to Argogroup, then to Mercury Interactive

• Founder of Viafo, providing API tools

• Sales and Business development expert delivering $10m+ solution deals globally

• Cross-platform software specialist in mobile client software and backend server solutions

• API expert with extensive experience working on and talking about oAuth standards and systems and API integration

• Ex-Vodafone executive with a strong background in sales and marketing

• Deep agency based marketing experience

• Developer marketing specialist working with a range of blue-chip clients on developer engagement


Financials

Year 1 Year 2 Year 3 Year 4 Year 5

Headcount 22 29 31 35 37

# Web Users 7,257 56,869 127,222 219,909 349,432

# Paid Users 7 3,642 8,262 14,282 22,696

# Enterprise Users 116 298 520 845 1,149

Revenues $1,574,150 $7,630,300 $17,053,000 $28,103,000 $42,930,900

Cost of Goods $2,715 $28,516 $93,794 $160,928 $266,004

Costs $2,637,829 $4,367,737 $5,456,954 $6,870,461 $8,014,794

Profit/Loss ($1,066,394) $3,234,047 $11,502,252 $21,071,611 $34,650,102

Cashflow ($1,634,894) $2,143,147 $10,124,402 $19,280,211 $32,452,352

Peak Cashflow ($1,800,596)


Recap

• Cloud based performance measurement for APIs• V1 product complete and in market• Lead enterprise client signed• Trials with blue chip enterprise clients underway• Seeking $2m in Series A Funding to expand and grow


QUESTIONSDavid O’Neill | +1 206 972 1140 | [email protected]

Technology

Apimetrics Investor Introduction