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Company presentation
Amsterdam, The Netherlands
October 2011
Version: 0810001A
www.flo.gs/liveexamples
CONFIDENTIAL
This document is confidential. No part of it may be shared, quoted, or reproduced for distribution without prior written approval from Flogs International. Certain information contained herein has been obtained from published sources prepared or analytical activities performed by other parties. While such sources are believed to be reliable, Flogs International does not assume any responsibility for this information.
Jan 2011
May 2010
2
Steven Levenson, Founder iTeamSports: “Flogs.com is the best deal since the Dutch bought Manhattan Island for $24 from the Indians
Flogs product introduction
The social media revolution
www.flo.gs/socialmedia
www.flo.gs/takeourtour
Eric Schmidt, CEO at Google (after receiving a Flogs Calendar):“Thank you very very much.. very clever !!”
3
Flogs – Management Summary
4
Management Sumary
Currently, the major means of digital communication
to the masses comes down to o email, o texting (Twitter), o social media (Facebook, YouTube)
Flogs revolutionizes communication to the masses by adding one major component to the above: communication to the masses through calendar events.
Flogs is widespread in Europe and is currently being used by some of the largest sport teams in the world.
It is a proven, time tested, highly robust technology that is currently generating revenue for itself and its users.
Flogs not only provides mass communication channels that until now has never existed, but it opens the door to revenue generating opportunities that is both new and truly innovative.
5
Exhibit 1: Schematic representation of Flogs’ service
Event Organizer
UsersDigital calendars
Advertisers
A new way for event organizers to connect to and stay in touch with
their fans
A new and high value channel for
advertisers
Check-in at events, chat, invite friends and let
users become the biggest fan of their club or idol
An easy way for users to stay up-to-date with what they love and to create and share their
personal calendars
The digital calendar is a great fit with current market trends
Flogs is the first service of its kind…
…and the first to unlock the commercial potential of the digital calendar
With Flogs event organizers obtain access to users’ digital calendars
Advertisers can benefit from the link between event organizers and subscribers
Flogs has a unique position…
… and a bright future lies ahead
6
Contents
Market views
Product and value creation opportunity
Way forward and investment proposition
Business case
7
Event organizers that offer the option to import events into digital calendars have not been able to create a user friendly functionality
Source: newyork.yankees.mlb.com
Example of manual to import the schedule of a MLB team into a digital calendar: NY Yankees
8
Contents
Market views
Product and value creation opportunity
Way forward and investment proposition
Business case
9
Source: fcbarcelona.com
Example when you have flogs on your website
User selects Flogs...
10
Source: fcbarcelona.com
Example when you have flogs on your website
User chooses event(s)
11
Source: fcbarcelona.com
Example when you have flogs on your website
User chooses device(s)
12PROPRIETARY AND CONFIDENTIAL
Content is synchronized instantaneously
13
Flogs succeeded in creating an user friendly way to import events into every digital calendar
Flogs website widget Flogs’ key values for users Flogs is a new platform that facilitates a smooth
and easy way to insert single or multiple events into one’s digital calendar
Flogs provides synchronization across all popular platforms, such as:
Once a link has been created, events can be added and updated automatically (by the event organizers)
On Flogs.com people can create and share their personal calendars with friends and family
With the location based application users can “check in”, comment on and invite friends to events
For users, Flogs is free!
14
By connecting users with what they love most through their digital calendar, Flogs is of tremendous value
Event Organizer
UsersDigital
calendars
Advertisers
A new way for event organizers to connect to and stay in touch with
their fans
A new and high value channel for advertisers
“Check in” at events, chat, invite friends and let users become the
biggest fan of their club or idol
2
1
4
An easy way for users to stay up-to-date with what they love and to create
and share their personal calendars
3
15
Flogs strengthens the relationship between event organizers and users…
Calendar example: Spanish football leagueFlogs’ key values for event organizers Multiple calendar entries will lead to an increase in
event awareness; even a small subscriber base creates a large amount of contact moments
Notifications of ticket sale kick-offs and direct buying opportunities in the calendar will lead to up-selling
Flogs provides a better alternative to paper calendars: changes are automatically updated
Flogs is an additional channel next to the existing communication channels
Typical example: Contact moments for a calendar
x x
Subscribers
10,000
Average number of events per
calendar
25
Total calendar events
250,000
Average views per event
24 + 1Views Reminders
Total contact moments
6,250,000
1
16
… and creates a new e-commerce channel
Example: Movie ticket buying opportunity
1.61.5
1.41.3
1.21.1
+8%
2014E2013E2012E2011E2010E2009
U.S. Online movie ticket revenues, 2009-14E ($Bn)
Example: Movie theater calendars A movie theater calendar in a user’s digital calendar will
increase the number of times a user will consider going to the theater
Through automatic updates the number of remaining tickets to a particular show could be added to the event
The possibility to buy tickets or subscribe to an event will lead to up-selling
Theater calendar examples are: movie release dates, out-of-theater dates, local theater schedule
The online movie ticket market is growing rapidly; acquiring a small percentage of this market already leads to major revenue streams
EXAMPLE
1
17
Advertisers can benefit from the relationship between event organizers and users
Calendar advertising on iPhoneFlogs’ key values for advertisers A complete new marketing channel is created:
advertising through the digital calendar
Events in digital calendars provide multiple opportunities for marketing: in the event name, in the notes section, in the description section
Text, links and even banners* can be inserted
Event entries are viewed multiple times by users
Through updates marketing in an event can be changed continuously and can thus be adapted to the status of the event
Relevant marketing in calendars is not viewed as spam
Through profile knowledge, advertisers and content providers will get more insight into their customers’ interests and behavior and will be able to perform targeted marketing
Calendar advertising in Outlook
*for now Microsoft Outlook only
Sponsor name – Event
Link/ Text
2
Michael Summer, Sponsoring and PR-manager at Interwetten:“I was really excited about this new tool as this brings a good opportunity for our betting company to remind our customers of games/ matches and to directly let them place their bets on these matches”
18
Through calendar subscriptions advertisers will get more insight into their customers’ interests and can further target their marketing
User
Calendar subscriptions Calendar type
Paul Pierce / NBA club schedule
Football club schedule for FC Barcelona
Nightlife calendar for Amsterdam
Book release calendar from a large Dutch bookstore chain
Financial calendar for a large Dutch bank
Likely profile
Sex: Male
Age: 28-35
Profession: Banker
Education: University
Sports: Football
Place: Amsterdam
Potential marketing campaigns
New book on Football (Johan Cruyff)
Football weekend package (for a group)
Party weekend package in Barcelona
Champions league tickets
Financial Newspaper subscription discount
(Spoken) books to learn Spanish
Discount on latest book by Michael J.
Lewis
Profile and potential interest
Oscar Ugaz, Manager, Online Marketing Real Madrid C.F :“Flogs has demonstrated to be a very interesting service for us and to bring value to our fans (..) We are very happy to work with them”
2
19
Flogs has already proven able to attract very strong global partnerships
Contract with PSV
Contract with Ajax
Flogs raises $3 M (€2 M) from private investors and from the Dutch government
Flogs live on the FC Barcelona website
Flogs releases iPhone and Blackberry application
MotoGP
Affiliate marketing partnership with Interwetten
20102009
Flogs wins Red Herring 100 Europe Award in Paris
World championship soccer calendar on the largest Dutch Newspaper website
Flogs in partnership with Real Madrid
Flogs online on the Dutch Jupiler League website
Indycar widget live
A mailing to ~20,000 ForceIndia fans
Flogs opens New York office
Flogs holds its official launching event on the 5th of February 2009 in Amsterdam, The Netherlands
Implementation of Flogs on the St Louis Blues (NHL) website
Partnership with soccerway.com, implemented ~16,000 calendars
Opening of São Paulo and LA office
Partnership with AM Only, the world’s biggest DJ management agency (e.g. Tiësto, David Guetta)
EXAMPLES
2011
Flogs wins Red Herring 100 Global Award in LA
Partnership with Paul Pierce, LA Galaxy and Real Salt Lake
Flogs …….
Strategic partnership with Excel Sports Management
20
Contents
Market views
Product and value creation opportunity
Way forward and investment proposition
Business case
21
Flogs will grow faster through additional sales and marketing campaigns
Size ↑
Time →Description The initial phase growth is
primarily driven by sales focus lies on partnerships
with large sports clubs/ federations (e.g. MLB) and large music artists (e.g. Black Eyed Peas)
The introduction of Flogs to a wide range of smaller event organizers to become the standard online calendar tool
The social, facebook app and myFlogs are increasingly marketed
Boosting activity and viral marketing by introducing social, facebook app
Introducing myFlogs to a large crowd (through marketing in Flogs calendars)
Sales
(Viral) Marketing
Additional Sales
Additional (viral) Marketing / API
Growth driversCreate a strong baseFurther deploy Flogs and
create awarenessIncrease subscriber
activity and viral marketingPhase
CONCEPTUAL
22
Estimation of the user value based on potential profit streams and comparables…
MyTown
47.5
47.6
Loopt
25.1
Eventful
22.2
3.6
53.6
Foursquare
3.9PartnerLicense
E-commerce
Premium subscriber
Calendar Advertising
Long term profit per user (€)
Revenue (€)
0.13
0.14
0.65
088
Subscriber value for selected companies ($)
Average $29Subscriber value mainly driven by up-side potential, especially for the location based services start-ups
Long term cost base per user (€)
Long term revenue per user (€)
Long term profit per user (€)
Loyalty factor (5x)
0.18
1.80
1.62
8.1
ILLUSTRATIVE
These are old figures, currently figures are even bigger. Facebook is over a $100,-
23
0
10
20
30
40
50
60
70
80
90
0 1 2 3 4 5 6 7 8 9 10
Value in (€M)
Subscriber base (# M)
… indicates that Flogs has a large future value potential
Valuation of Flogs and comparable companies (€M)
Flogs future value at 10M subscribers is estimated at €80M
ILLUSTRATIVE
Eventful
Loopt
Base case
24
Contents
Market views
Product and value creation opportunity
Way forward and investment proposition
Business case
