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SCENE-LEVEL ENGAGEMENT AT SCALE
THERE’S A HOLE IN THE MEDIA LANDSCAPE
young people need something to rally around
$
$
$
$
$
Local Engagement
Local Engagement
young adults in 2010 spent half the time w/ radio and print as they did in 2000*
BRANDS
BRANDS
$
$
* edison research
DOSTUFF IS THE MISSING LINK
we’re creating local cultural institutions
AUSTIN
200,000 monthly uniques
215,000 email subscribers
60,000 facebook fans
50,000 twitter followers
Great events like Sound & Cinema (pictured here)
$1.1M 2013 Rev (50% YOY growth)
LOCAL PARTNERSHIP IS OUR SECRET SAUCE
DoStuff provides the platform. locals bring it to life.
relationships
knowledge
access
NYC: largest independent
concert promoter in the city
CHICAGO: promoters of
Lollapalooza
SF: owners of the seminal
SF indie rock festival
LOS ANGELES: owner of
top club venues in LA
TORONTO: most prominent indie record label in Canada
our partners have the right
to quickly build value
DOSTUFF DRIVES LOCAL ENGAGEMENT
making brands a part of the community.
native display on web/mobile
content marketing
influencer outreach
local activation
only ¼ of our revenue is tied to impressions. the rest comes from leveraging our place in local scenes to make the brands a part of them through content, experiential & influencer marketing.
TRULY LOCAL + LOYAL AUDIENCE = WIN
top-down national
no community
truly local
loyal audience
IT’S WORKING
the model is proven; now it’s about scaling the network
$2.2M in network wide revenue
three $250,000+ brand deals: GOOSE ISLAND, NOKIA, BUD LIGHT PLATINUM
oldest 2 cities profitable & still growing fast
international expansion: MEXICO CITY & TORONTO
upgraded front-end of entire platform
developed repeatable process for identifying and onboarding new cities
opened two major new sales channels: global ad platforms (TWITTER) and global PR firms (COHN & WOLFE)
NYC
LA
Seattle
Boston
Dallas
Toronto
Mexico City
Austin
San Francisco
Nashville
Indianapolis
St Louis
Chicago
NUMBER OF CITIES
2013
WE HAVE THE RIGHT TEAM
strong product, technology and industry experience and support
SCOTT OWENS CO-FOUNDER. MULTIPLE TIME ENTREPRENEUR:
LEVELFIELD, ONLINE AGENCY, TRIPSET
focus on product, sales, & systems
MICHAEL FEFERMAN CO-FOUNDER. HARVARD, MCCOMBS,
DIGITAL DIRECTOR @ C3 PRESENTS
focused on new business development
KIRK BROWN CO-FOUNDER. GOD GAMES, MYSQL, DOSTUFF
heading up development
focused on development, sales & support
INVESTORS/ADVISORS
($1.3M SEED ROUND
NOV 2012)
Owen Van Natta (Facebook)
Rick Webb (Barbarian/Tumblr)
John Battelle (Federated Media)
C3 Presents (Lollapalooza)
THE OPPORTUNITY IS HUGE
we are building a multibillion dollar company
TOP DOWN
BOTTOM UP
$940k
DoStuff rev share based on avg $2.5M gross revenue/property *
x 170 cities
where we know our model will work for music & nightlife
x 4 verticals
the same need exists in other local scenes: family, fitness, business networking
$640M Revenue
with a lot of headroom,
and 50% margins
* our oldest property, Austin, will hit $1M gross revenue in 2013 and is still growing quickly
RADIO | $30B/year |
ALTERNATIVE WEEKLIES | $1B/year |
LOCAL PROMOTIONS | $169B/year |
CONTENT MARKETING | $44B/year |
TIME TO SCALE
looking for the right partners to help us get there
RAISING $5M TO INVEST IN:
PRODUCT SPECIFICS
Mobile
Optimizing New Front-End
Email Marketing
Content Strategy
Testing:
New Verticals
Premium Subscriptions
Ecommerce
Data Licensing
APPENDIX
PROJECTIONS
Financials
Metro Growth
Network Sales
Headcount
Product
CASE STUDIES
Google+, Anheuser-Busch, Thrillist, VICE
KPIs
Network Wide (2011, 2012, 2013)
City vs City Comparison based on lifecycle
SELECTED PROPOSALS
Nokia, Bud Light, Goose Island
REVENUE PROJECTIONS :: LOW / MED / HIGH
All with 50%+ margins
LOW = $37.5M/year
100 cities @ avg. $1M/year
MED = $320M/year
170 cities x 2 verticals @ avg. $2.5M/year
HIGH = $1B/year
170 cities * 4 verticals @ avg. $4M/year
NEXT 4 YEARS
financial projections for conservative growth scenario (updated 3/1/14)
* net of payments to metros and any COGS. total network sales in 2013 = $707,000
** DoStuff wholly owns do312, and owns ⅓ of doNYC.
| 2013 | 2014 | 2015 | 2016 | 2017 | 2018 |
REVENUE | | | | | | |
Platform Subscriptions | $320,000 | $747,500 | $1,704,500 | $3,688,500 | $7,139,000 | $11,719,000 |
Network Sales Commision* | $310,000 | $761,000 | $2,485,000 | $6,695,000 | $16,173,000 | $22,858,000 |
Do312 + DoNYC** | $425,000 | $675,000 | $1,00,000 | $1,500,000 | $2,250,000 | $3,000,000 |
Total Revenue | $1,055,000 | $2,183,500 | $5,189,500 | $11,883,500 | $25,562,000 | $37,577,000 |
COSTS | | | | | | |
Staff | $900,000 | $2,395,637 | $4,204,022 | $5,852,344 | $6,706,585 | $7,468,377 |
Operations | $415,000 | $798,546 | $1,401,341 | $1,950,781 | $2,235,528 | $2,489,459 |
Do312 + DoNYC | $380,000 | $600,000 | $800,000 | $1,200,000 | $1,500,000 | $2,000,000 |
TOTAL COST | $1,695,000 | $3,794,183 | $6,405,363 | $9,003,125 | $10,442,113 | $11,957,836 |
BOTTOM LINE | -$640,000 | -$1,610,683 | -$1,215,862 | $2,880,375 | $15,119,887 | $25,619,164 |
170 CITIES :: BY TIER
mid range projected revenue/year at maturity. with examples
TIER 1 - 10 CITIES (avg $5M/year)
NYC, LA, Tokyo, London
TIER 2 - 95 CITIES (avg $3M/year)
Atlanta, Dallas, Barcelona, Amsterdam
TIER 3 - 10 CITIES (avg $2M/year)
Vancouver, Indianapolis, Pittsburgh
TIER 4 - 55 CITIES (avg $1.5M/year)
Sacramento, Kansas City, Hartford
NEXT 4 YEARS
metro growth
| US/Can | Mex/C America | S America | Europe | Australia | Asia | Total |
Oct 2013 | 4 | 1 | | | | | 5 |
2014 | 13 | | | | | | 13 |
2015 | 19 | 2 | 4 | 5 | | | 30 |
2016 | 24 | 2 | | 19 | 6 | | 60 |
2017 | 19 | 5 | 4 | 4 | | 18 | 50 |
THREE TIMES A YEAR WE WILL LAUNCH A “CLASS” OF NEW METROS
NEXT 4 YEARS
network sales assumptions
* based on size of 2013 Goose Island Network Deal
| YR 1 | YR 2 | YR 3 | YR 4+ |
US | 4 | 6 | 8 | 8 |
International | 2 | 4 | 6 | 8 |
Months | 1 to 6 | 7 to 12 | 13-18 | 19-24 | 25-30 | 30-36 | 37-42 | 43-48 | 49-54 | 55-60 |
Programs/Month | 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 |
NEXT 4 YEARS
headcount projections
| 2013 | 2014 | 2015 | 2016 |
SALES | | | | |
Metro Sales | .5 | 3 | 7 | 8 |
Network Sales | .5 | 2 | 5 | 10 |
Development/Product | 4 | 9 | 13 | 14 |
Delivery | 6 | 12 | 19 | 25 |
Marketing/Ops | 1 | 4 | 5 | 5 |
| | | | |
TOTAL | 12 | 30 | 49 | 62 |
* all projections based on number in team at eoy
NEXT 18 MONTHS
headcount projections
| now | Q!1 ‘14 | Q2 ‘14 | Q3 ‘14 | Q4 ‘14 | Q1 ‘15 | Q2 ‘15 |
SALES | | | | | | | |
Metro Sales | 1 | | 1 | | | 1 | 3 |
Network Sales | 1 | | | 1 | | 2 | |
Development/Product | 4 | 1 | 2 | | | 2 | |
Delivery | 6 | 1 | 1 | 2 | | 3 | |
Marketing/Ops | 2 | | 1 | | 1 | 1 | |
| | | | | | | |
TOTAL | 12 | 16 | 22 | 25 | 26 | 35 | 37 |
NEXT 3 YEARS
product
MOBILE continued improvements in mobile web & exploration of native app
IMPROVE CONVERSIONS throughout sites/mobile through a/b testing
INTEGRATION into marketing command centers: PERCOLATE, SALESFORCE.COM, MASS RELEVANCE
TESTING NEW VERTICALS: family, fitness, business
PREMIUM SERVICE SUBSCRIPTION: concierge, special events, ticket swap
CASE STUDY :: ADVERTISING :: GOOGLE+
PROMOTION: Google+ wanted to engage users for its “Google+ Local” service
ENGAGEMENT METRIC: Local restaurant, bar, and venue reviews on Google+ Local
RESULTS: DoStuff delivered 6,000 Google+ reviews in a single local campaign. Client comment: “The most successful campaign we’ve ever done for Google+ Local”
CASE STUDY :: ADVERTISING :: ANHEUSER-BUSCH
PROMOTION: AB bought digital inventory to promote their launch of a new FAB brand called “BacardiPlus”
ENGAGEMENT METRICS: Contest Entries, RSVPs
COMPETING PROPERTIES: Facebook, Pandora, Grooveshark, Thrillist, Break Media
RESULTS: DoStuff received only 5% of the budget but delivered 20% of the contest entries and 60% of the RSVPs for the entire campaign
CASE STUDY :: CO-PROMOTION :: THRILLIST
PROMOTION: Win a fly-away to SXSW Music Conference & Festival
ENGAGEMENT METRIC: Contest entries
RESULTS: DoStuff delivered 2x the engagement of Thrillist
CASE STUDY :: ADVERTISING :: VICE
PROMOTION: New York launch event for VICE’s new EDM-focused property, “THUMP”
ENGAGEMENT METRIC: RSVPs
RESULTS: DoStuff delivered 2,800 RSVPs in 48 hours, a promotion so successful that VICE closed the RSVP list.
NETWORK KPIs :: REVENUE
NETWORK KPIs :: OTHER
Social Engagement
Engagement (rsvps, etc)
Visits
Email Subscribers
1st YEAR COMPARISON :: REVENUE
comparing: austin (1st city), sf (late 2011 launch), ny/la (late 2012 launch)
comparing: austin (1st city), sf (late 2011 launch), ny/la (late 2012 launch)
1st YEAR COMPARISON :: OTHER
Comparing: austin (1st city), sf (late 2011 launch), ny/la (late 2012 launch)
Social Engagement
Engagement (rsvps, etc)
Visits
Email Subscribers
Breakdown of Metro Revenue
$1M LOCAL SALES -- Austin 2013
SELECTED PROPOSALS
GOOSE
ISLAND
2013
(ACCEPTED)
GOOSE
ISLAND
2014
AB
2014
NOKIA
(ACCEPTED)