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Alessandro Caldari, Anna Donini, Enrico Ionio, Ludovica Mazzanti Berselli, Diana Sanna, Mattia Storci, Alessia Verardi, Federica Yang Tutors: Francesco Amato, Chiara Biguzzi, Francesco Signoretti, Lorenzo Signoretti

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Page 1: Executive summary - liceomalpighi.it 2020-06-06 · Executive summary Point 1 Point 2 Point 3 Point 4 Point 5-Innovative concept that gives help in reappropriating of their privacy.-We

Alessandro Caldari, Anna Donini, Enrico Ionio, Ludovica Mazzanti Berselli, Diana Sanna, Mattia Storci, Alessia Verardi, Federica Yang

Tutors:

Francesco Amato,

Chiara Biguzzi,

Francesco Signoretti,

Lorenzo Signoretti

Page 2: Executive summary - liceomalpighi.it 2020-06-06 · Executive summary Point 1 Point 2 Point 3 Point 4 Point 5-Innovative concept that gives help in reappropriating of their privacy.-We

Executive summary

Point 5Point 4Point 3Point 2Point 1

- Innovative concept

that gives help in

reappropriating of

their privacy.

- We give you

insights and alert

you if there is

something

suspicious going on.

- Thanks to Data Juice

customers can enforce

companies to delete all of

the data they have on them.

- Moreover data subjects

shall have the right to

receive all personal data in a

structured, commonly used

and user-readable format.

- When an user

decides to quit the

platform, personal

data is immediately

deleted from our

website.

- Data Juice uses

machine learning and

artificial intelligence to

detect potential

privacy dangers.

- The initial

investment will be of

410.000€.

- NPV is expected to

be over 1 MLN €.

- IRR should fare

at 79%.

- After five years we

will have annual

revenues in excess of

1,9 MLN €.

- Cumulated cash

flows will be positive

before one-and-a-half

years.

Page 3: Executive summary - liceomalpighi.it 2020-06-06 · Executive summary Point 1 Point 2 Point 3 Point 4 Point 5-Innovative concept that gives help in reappropriating of their privacy.-We

Agenda

1. Business opportunity definition PAGE 04

2. Mission e objectives PAGE 10

3. Market Analysis PAGE 16

4. Implementation PAGE 24

5. Investment opportunity assessment PAGE 27

6. Conclusions PAGE 34

Page 4: Executive summary - liceomalpighi.it 2020-06-06 · Executive summary Point 1 Point 2 Point 3 Point 4 Point 5-Innovative concept that gives help in reappropriating of their privacy.-We

1. BUSINESS OPPORTUNITY DEFINITION

Page 5: Executive summary - liceomalpighi.it 2020-06-06 · Executive summary Point 1 Point 2 Point 3 Point 4 Point 5-Innovative concept that gives help in reappropriating of their privacy.-We

They know what we want. They decide what we see.

They suggest what we read. Establish how we travel. They

condition how we vote. Algorithms now control our

lives.

This is the brutal truth...

But this doesn’t seem to matter to us!

● 20% of italian saverentrust his saving to a“robo-saver”

● The human IQ comes to160. That of artificialintelligence is 10,000.

Page 6: Executive summary - liceomalpighi.it 2020-06-06 · Executive summary Point 1 Point 2 Point 3 Point 4 Point 5-Innovative concept that gives help in reappropriating of their privacy.-We

The protection of personal data is considered for what it really is:

and the permanent sharing of lives online inevitably requires an update of the forms of protection.

A fundamental right

A fundamental right of people.FUNDAMENTAL

Page 7: Executive summary - liceomalpighi.it 2020-06-06 · Executive summary Point 1 Point 2 Point 3 Point 4 Point 5-Innovative concept that gives help in reappropriating of their privacy.-We

Rights encompassed

Definition of personal data

Regulation validity

Right to be forgotten

Right to portability

General Data Protection Regulation

Page 8: Executive summary - liceomalpighi.it 2020-06-06 · Executive summary Point 1 Point 2 Point 3 Point 4 Point 5-Innovative concept that gives help in reappropriating of their privacy.-We

Data Juice is a website that collects all the user information on the internet; the

particularity of this product is the ability to organize the multitude of data in an

orderly and easy way to understand. Moreover it gives you the opportunity to decide

the informations to delete and promote a digital literacy aimed at everyone.

Our product in a nutshell

Page 9: Executive summary - liceomalpighi.it 2020-06-06 · Executive summary Point 1 Point 2 Point 3 Point 4 Point 5-Innovative concept that gives help in reappropriating of their privacy.-We

Product mockup

SCAN ME!

Page 10: Executive summary - liceomalpighi.it 2020-06-06 · Executive summary Point 1 Point 2 Point 3 Point 4 Point 5-Innovative concept that gives help in reappropriating of their privacy.-We

2. MISSION AND OBJECTIVES

Page 11: Executive summary - liceomalpighi.it 2020-06-06 · Executive summary Point 1 Point 2 Point 3 Point 4 Point 5-Innovative concept that gives help in reappropriating of their privacy.-We

Mission To give help reappropriating of their privacy.

Vision To become the leading platform in Europe for the

management of personal data and online privacy.

Mission, Vision and Objectives

Non-financial:

⬥ To increase people's awareness on the issue of

online privacy and to promote digital literacy.

⬥ Protect personal data of individuals from

online data abuse.

Financial:

⬥ Reach 192.610 unique users within the first 5

years of activity.

⬥ Ca. € 2 million in turnover within 5 years.

Objectives

Page 12: Executive summary - liceomalpighi.it 2020-06-06 · Executive summary Point 1 Point 2 Point 3 Point 4 Point 5-Innovative concept that gives help in reappropriating of their privacy.-We

LOGIN

on Data

Juice and give

the consent to

the data harvest

BOT

Our bot downloads your

data

ZIP FILE

We automatically uncompress

your ZIP file with all your data

ELABORATE

Data Juice elaborates the

data and puts it in order

INSIGHTS

We give you insights and

alert you if there is something

suspicious

DELETE

You can delete the sensible data directly

from our platform

How does Data Juice work?

Page 13: Executive summary - liceomalpighi.it 2020-06-06 · Executive summary Point 1 Point 2 Point 3 Point 4 Point 5-Innovative concept that gives help in reappropriating of their privacy.-We

Access the website.

PHASE 1

Give consent for your personal data

PHASE 2

Choose which subscription to buy

PHASE 3

Wait for the email confirming data download

PHASE 4Access the downloaded data through the platform

PHASE 5

Reading of the results obtained and eventually delete unwanted data

PHASE 6

When an user decides to quit the platform, personal data is immediately deleted from our website.

PHASE 7

Customer Journey

Page 14: Executive summary - liceomalpighi.it 2020-06-06 · Executive summary Point 1 Point 2 Point 3 Point 4 Point 5-Innovative concept that gives help in reappropriating of their privacy.-We

● Age: 17-50

● Frequent users of social networks and e-commerce

● Job-seekers who want to make sure they don’t have any controversial dataonline

● People who are interested in the insights and want to know if someonedangerous has their data

● Households with kids between 10 and 16 years old

● Parents worried for the quantity of data that the kids share on the Internet

● Groups of people who want to keep the data constantly updated

● Parents that constantly want to know if someone has their kids’ data and if itis used in an inappropriate way

Target segments

Page 15: Executive summary - liceomalpighi.it 2020-06-06 · Executive summary Point 1 Point 2 Point 3 Point 4 Point 5-Innovative concept that gives help in reappropriating of their privacy.-We

Pricing tables

STANDARD

€6,99

ONE-TIME PAYMENT

FREE

€0

MAXIMUM 1 TIME

FAMILY

€14,99/month

MINIMUM 6 MONTHS

ADVANCED

€9,99

ONE-TIME PAYMENT

1 User

Analytics of 2 websites only

No data export

1 User

No website restrictions

Zip data export

1 User

No website restrictions

Zip export

Memory cloud

AI insights

4 User

No website restrictions

Zip export & Memory cloud

AI insights

Recurring scheduled checks

Page 16: Executive summary - liceomalpighi.it 2020-06-06 · Executive summary Point 1 Point 2 Point 3 Point 4 Point 5-Innovative concept that gives help in reappropriating of their privacy.-We

3. MARKET ANALYSIS

Page 17: Executive summary - liceomalpighi.it 2020-06-06 · Executive summary Point 1 Point 2 Point 3 Point 4 Point 5-Innovative concept that gives help in reappropriating of their privacy.-We

EASE OF USING YOUR DATA

ORGANIZATION OF DOWNLOADED DATA

AMOUNT OF DATA DOWNLOADED

DELETING DOWNLOADED DATA

VPN

Guide for data download

Antivirus

Data juice

Competitive landscape

Page 18: Executive summary - liceomalpighi.it 2020-06-06 · Executive summary Point 1 Point 2 Point 3 Point 4 Point 5-Innovative concept that gives help in reappropriating of their privacy.-We

P.E.S.T.E.L. Analysis

Political Socio-demographic Economic

Technological

Environmental

Legal

⬥ People’s lives are permeated by moreand more devices (e.g. IOT devices and wearables).

⬥ Social networks and e-commerceplatforms are collecting an increasing amount of data.

⬥ Biometric data is now commonly usedas an authentication factor and is at risk of hacking.

⬥ The consent to the collection ofpersonal data is necessary and for under 16 it’s necessary the consent of the parents

⬥ Obligation to guarantee the protectionof personal data when this is transferred to a third party

⬥ Right to ask to the enterprise whichinformation this has and how it uses the information

⬥ After Facebook’s scandal, privacybecame an important problem

⬥ The possibility of collecting our datafrom platforms like social networks is very high

⬥ An increasing number of people needsto control how its data is used, and see how these can be dangerous

⬥ Kids sign up on social network from ayoung age

Page 19: Executive summary - liceomalpighi.it 2020-06-06 · Executive summary Point 1 Point 2 Point 3 Point 4 Point 5-Innovative concept that gives help in reappropriating of their privacy.-We

Do people think that their personal data on the web is protected?

Are people aware of the data they have online? 1 2

SURVEY: Online data & its protection

Page 20: Executive summary - liceomalpighi.it 2020-06-06 · Executive summary Point 1 Point 2 Point 3 Point 4 Point 5-Innovative concept that gives help in reappropriating of their privacy.-We

Would people be interested in the service we offer?What are the most interesting features of our offering?4

SURVEY: Interest in our service

3

Page 21: Executive summary - liceomalpighi.it 2020-06-06 · Executive summary Point 1 Point 2 Point 3 Point 4 Point 5-Innovative concept that gives help in reappropriating of their privacy.-We

⬥ Innovative concept

⬥ Machine Learning

advancements make it

possible to easily

generate insights with

relatively modest

computational

investments

⬥ Costs remain fairly

contained even when

increasing scale

Strengths

S.W.O.T. Analysis

⬥ Need to educate

customers

⬥ Confined to Europe (for

now)

⬥ Difficult to protect

⬥ No recurring revenue

model

Weaknesses

⬥ A start up like ours

doesn’t exist

⬥ Easily scalable

⬥ Capitalize on recent

regulatory changes

⬥ Exploit spreading social

fear following

Facebook’s Cambridge

Analytica scandal

Opportunities

⬥ Web giants may have

an interest in

obstaculating us

⬥ Antivirus and other

safety tools providers

(e.g. VPNs) may enter

the market with relative

ease

Threats

Page 22: Executive summary - liceomalpighi.it 2020-06-06 · Executive summary Point 1 Point 2 Point 3 Point 4 Point 5-Innovative concept that gives help in reappropriating of their privacy.-We

● Strong advertising

● When laws like the GDPR will be valid in otherStates, we will easily move our service there

● Keep the service constantly updated and efficient

● The service is one-time payment and customerscan try it without a monthly subscription

S.W.O.T. Analysis (cont’d)

● Web giants mayobstaculate us

● Other safety toolsproviders may enterthe market

● Web giants must respect GDPR and theycan’t prevent people from asking their data

● Our strength is in being the first to give thisopportunity to people

● Need to educatecustomers

● Confined to Europe● Difficult to protect● No recurring

revenue model

Page 23: Executive summary - liceomalpighi.it 2020-06-06 · Executive summary Point 1 Point 2 Point 3 Point 4 Point 5-Innovative concept that gives help in reappropriating of their privacy.-We

Affordable InsightfulEasy to use

Key Success Factors

Page 24: Executive summary - liceomalpighi.it 2020-06-06 · Executive summary Point 1 Point 2 Point 3 Point 4 Point 5-Innovative concept that gives help in reappropriating of their privacy.-We

4. IMPLEMENTATION

Page 25: Executive summary - liceomalpighi.it 2020-06-06 · Executive summary Point 1 Point 2 Point 3 Point 4 Point 5-Innovative concept that gives help in reappropriating of their privacy.-We

Marketing Strategy

• The marketing strategycombines online and offlinechannels to reach the targetsegments: TV for families, onlinefor individuals.

• Sensibilize people about theimportance of privacy.

• Advertisement online, on tv andby journal.

• Different pricing strategies toappeal to the different targetsegments: family 14,99€, advanced9,99€, standar 6,99€ and free.

• Service to gather and analysepersonal data collected by severalwebsites while giving thepossibility to easily delete thisinformation from the web.

• By using this platform you can beable to have all your data undercontrol.

MARKETING STRATEGY

PRODUCT PLACE

PRICE PROMOTION

Page 26: Executive summary - liceomalpighi.it 2020-06-06 · Executive summary Point 1 Point 2 Point 3 Point 4 Point 5-Innovative concept that gives help in reappropriating of their privacy.-We

TimetablePHASE

• Assessment of business opportunity

• Further analyses and confirmation of calculations

• Identification of IT partners

• Constitution of the societal form (LLC)

• Website development

• Staff hiring

• Identification of investors

• Initial market launch with free service for first

1,000 users

• Service translation in all major European languages.

• Assessment of extra european opportunities

• Expansion of portfolio of websites covered by the

service

• Continuous learning

• Experimentation of incremental improvements to

the implemented solution

DETAILSTIMELINE

JULY

Page 27: Executive summary - liceomalpighi.it 2020-06-06 · Executive summary Point 1 Point 2 Point 3 Point 4 Point 5-Innovative concept that gives help in reappropriating of their privacy.-We

5. INVESTMENT OPPORTUNITY ASSESSMENT

Page 28: Executive summary - liceomalpighi.it 2020-06-06 · Executive summary Point 1 Point 2 Point 3 Point 4 Point 5-Innovative concept that gives help in reappropriating of their privacy.-We

Revenues

% of Standard Users among individuals 70%

MAU Facebook 370 million users

FB MAU growth 6.02%

DJ adoption rate 0.04%

Households in EU with a >12 years child 14881,2 thousands

Cost per GB in servers 0,0175 €/GB

Avg. size of data stored online 7 GB

Online customer acquisition cost 4,3 €/customer

ASSUMPTION VALUE

Fiscal year

Reve

nues

(€ T

hous

ands

)

Page 29: Executive summary - liceomalpighi.it 2020-06-06 · Executive summary Point 1 Point 2 Point 3 Point 4 Point 5-Innovative concept that gives help in reappropriating of their privacy.-We

Cost Structure

Initial costs Cost of employees Cost of services Advertising & marketing costs

203.000€ 176.200 € 194.233 € 714.852 €

Page 30: Executive summary - liceomalpighi.it 2020-06-06 · Executive summary Point 1 Point 2 Point 3 Point 4 Point 5-Innovative concept that gives help in reappropriating of their privacy.-We

Break Even Point

70.379 users

FIXED COSTS

TOTAL COSTS

REVENUES

Number of users

Bre

ak e

ven

poi

nt

(€ T

hou

san

ds)

Page 31: Executive summary - liceomalpighi.it 2020-06-06 · Executive summary Point 1 Point 2 Point 3 Point 4 Point 5-Innovative concept that gives help in reappropriating of their privacy.-We

Cash Flow Curve

NPV

IRR€ T

hou

san

ds

Time (Years of activity)

Cash-Flow Positive

CUMULATED CASH FLOWS

FCFF

€ 1.103.112

79%

Page 32: Executive summary - liceomalpighi.it 2020-06-06 · Executive summary Point 1 Point 2 Point 3 Point 4 Point 5-Innovative concept that gives help in reappropriating of their privacy.-We

Financing

150.000 €

60.000 €

200.000 €

Page 33: Executive summary - liceomalpighi.it 2020-06-06 · Executive summary Point 1 Point 2 Point 3 Point 4 Point 5-Innovative concept that gives help in reappropriating of their privacy.-We

Scenario Analysis

Cumulated revenues ~ € 7.4 MLN

NPV = € 1.103.112

IRR = 79%

BASE SCENARIO

Cumulated revenues ~ € 5.4 MLN

NPV = € 495.494

Cumulated revenues ~ € 9.3 MLN

NPV = € 1.710.730

IRR = 109%IRR = 45%

NEGATIVE SCENARIO POSITIVE SCENARIO

Lower adoption rate:

0.03% (-0.01%)

Higher adoption rate:

0.05% (+0.01%)

Page 34: Executive summary - liceomalpighi.it 2020-06-06 · Executive summary Point 1 Point 2 Point 3 Point 4 Point 5-Innovative concept that gives help in reappropriating of their privacy.-We

6. CONCLUSIONS

Page 35: Executive summary - liceomalpighi.it 2020-06-06 · Executive summary Point 1 Point 2 Point 3 Point 4 Point 5-Innovative concept that gives help in reappropriating of their privacy.-We

Key takeaways

Data Juice is an innovative platform that helps its users to protect their data online, raising the awareness on the topic.

PRODUCT

Technology to process the data available.

KEY SUCCESS DRIVER

We target conscious users who care about being in control over their data.

TARGET CUSTOMERS

Initially, 410.000€ are needed to kickstart the project.

FINANCING

Revenues increase Year over Year, leading to cumulative results upwards of 7 MLN euros.

REVENUES

Within the first 18 months of activity, the project will be cash flow positive.

CASH POSITIVITY

Page 36: Executive summary - liceomalpighi.it 2020-06-06 · Executive summary Point 1 Point 2 Point 3 Point 4 Point 5-Innovative concept that gives help in reappropriating of their privacy.-We

THE TEAM

OUR BELOVED TUTORS

The “Juicers”

Caldari Alessandro Sanna DianaDonini Anna Storci MattiaIonio Enrico Verardi Alessia Mazzanti Berselli Ludovica Yang Federica

Amato Francesco Biguzzi ChiaraSignoretti Francesco Signoretti Lorenzo

Page 37: Executive summary - liceomalpighi.it 2020-06-06 · Executive summary Point 1 Point 2 Point 3 Point 4 Point 5-Innovative concept that gives help in reappropriating of their privacy.-We

Thank you!

Page 38: Executive summary - liceomalpighi.it 2020-06-06 · Executive summary Point 1 Point 2 Point 3 Point 4 Point 5-Innovative concept that gives help in reappropriating of their privacy.-We

Want to know more about us?

Keep connected

Get in touch

⬥ Mail: [email protected]

⬥ Tel: +39 333 2798334

⬥ Instagram: @datajuice_

⬥ Website: https://t2m.io/FJwO7Q

Page 39: Executive summary - liceomalpighi.it 2020-06-06 · Executive summary Point 1 Point 2 Point 3 Point 4 Point 5-Innovative concept that gives help in reappropriating of their privacy.-We

General Assumptions

Element Value Unit measure Rationale% Private individuals revenues from basic 70,00% - Self-administered survey

Inflation rate 1,14% - 10 years average of the yearly inflation rate in Italy: https://www.rivaluta.it/serie-inflazione-media.asp

Adoption rate 0,04% -

Revenues

Element Value Unit measure Description and sourceMAU Facebook 370 million users Based on Q4 2017 data (Statista 2018)

Facebook MAU growth 6,02% - Based on Q42016-Q42017 growth rates

Price of Standard plan € 6,99 EUR Based on price of other software services and verified through survey data

Price of Advanced plan € 9,99 EUR Based on price of other software services and verified through survey data

Price of Family plan € 14,99 EUR Based on price of other software services and verified through survey data

Number of households in the EU with at least one children aged 12 or older 14681,2 thousands Eurostat data

EU households growth -1% - Based on 2016-2017 growth rate (Eurostat)

Costs

Element Value Unit measure Description and sourceCost per GB used of data analytics € 0,0175 EUR/GB Pricing of on Microsoft Azure Cloud

Avg. size of data stored online 7 GB/user Rounding of avg. of data collected on a convenience sample of individuals

Co-working office space price (with taxes) € 280 EUR/(month*employee) Pricing based on a quote obtained from Nuntiabo

Additional office space prices € 120 EUR/month Pricing of additionals meeting room space in Nuntiabo

IT employee salary € 30.450 EUR/year Pricing obtained from experts (Delphi method)

IT consulting € 2.500 EUR/(month*consultant) Pricing obtained from experts (Delphi method)

Accounting costs € 5.000 EUR/year Pricing obtained from experts (Delphi method)

Legal costs € 4.500 EUR/year Pricing obtained from experts (Delphi method)

Online customer acquisition cost € 4,30 EUR/user Calculated using Adwords Keywords planner on the relevant keyword sets

Stipendio area amministrazione € 40.000,00 EUR Pricing obtained from experts (Delphi method)

Site development € 200.000,00 EUR One off-payment for the initial website launch. Estimate based on real quote from the developers of an italian startup.

Offline advertisement on FT € 9.000,00 EUR/month FT pricing rates

Page 40: Executive summary - liceomalpighi.it 2020-06-06 · Executive summary Point 1 Point 2 Point 3 Point 4 Point 5-Innovative concept that gives help in reappropriating of their privacy.-We

Number of moths of subscription (family) 6

2018 2019 2020 2021 2022MAU Facebook (millions) 370,00 392,26 415,87 440,89 467,42

Adoption rate 0,04% 0,04% 0,04% 0,04% 0,04%

Total users (thousands) 129,50 137,29 145,55 154,31 163,60

2018 2019 2020 2021 2022Target households (thousands) 14.681,20 14534,39 14389,04 14245,15 14102,70

Adoption rate 0,0350% 0,0400% 0,0400% 0,0450% 0,0500%

Total users (thousands) 5,14 5,81 5,76 6,41 7,05

Ricavo annuale Percentuale Utenti Ricavo totale g (adoption rate)

Family € 14,99 100% 5138,42 € 462.149 0,005%

Advanced € 9,99 30% 38.850 € 388.112 0,005%

Standard € 6,99 70% 90.650 € 633.644 0,005%

Revenues

2018 2019 2020 2021 2022

Family € 462.149 € 522.889 € 517.660 € 576.544 € 634.199

Advanced € 388.112 € 411.465 € 436.224 € 462.472 € 490.300

Standard € 633.644 € 671.771 € 712.193 € 755.047 € 800.479

TOTALE € 1.483.904,49 € 1.606.125,10 € 1.666.076,60 € 1.794.062,87 € 1.924.977,72

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Stima dei costi

2018 2019 2020 2021 2022

Costi iniziali

Costo lancio impresa (€) 3.000 0 0 0 0 Ammortizzato a 5 anni

Sviluppo sito web (€) 200.000 0 0 0 0 Ammortizzato a 5 anni

Totale costi iniziali (€) 203.000 0 0 0 0

Costo dipendenti

Dipendenti area amministrativa 1 1 1 1 2

Stipendio unitario (€/anno) € 40.000 € 40.456 € 40.917 € 41.384 € 41.855

Dipendenti area IT 4 2 2 3 3

Stipendio unitario (€/anno) € 30.450 € 30.797 € 31.148 € 31.503 € 31.862

Costo supporto telefonico € 14.400 € 14.400 € 16.800 € 21.600 € 21.600 Influx.com pricing

Totale costo dipendenti (€) € 176.200 € 116.450 € 120.014 € 157.494 € 200.898

Servizi

Contabilità € 5.000 € 5.000 € 5.000 € 5.000 € 5.000

Consulenza legale € 4.500 € 4.500 € 4.500 € 4.500 € 4.500

Consulenti IT 5 5 5 5 5

Costo consulenza IT (€) € 150.000 € 150.000 € 150.000 € 150.000 € 150.000

Costo uffici (€) € 18.240 € 11.520 € 11.520 € 14.880 € 18.240

GB necessari per hosting 942.469 1.944.211 3.003.374 4.128.428 5.322.965

Costo per GB € 0,0175 € 0,0175 € 0,0175 € 0,0175 € 0,0175

Totale costo hosting (€) € 16.493,21 € 34.023,69 € 52.559,05 € 72.247,49 € 93.151,89

Totale servizi (€) € 194.233,21 € 205.043,69 € 223.579,05 € 246.627,49 € 270.891,89

Pubblicità e marketing

Pubblicità online (€/utente) € 4,30 € 4,30 € 4,30 € 4,30 € 4,30

Pubblicità online € 556.852 € 590.358 € 625.882 € 663.542 € 703.466

Pubblicità offline (€) € 108.000 € 0 € 0 € 0 € 0

Pubblicità TV (€) € 50.000 € 50.000 € 50.000 € 50.000 € 50.000Costi pubblicitari € 714.852 € 640.358 € 675.882 € 713.542 € 753.466

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Conto Economico

2018 2019 2020 2021 2022

RICAVI DI VENDITA 370.976 1.606.125 1.666.077 1.794.063 1.924.978

Altri ricavi e proventi 0 0 0 0 0

TOTALE RICAVI 370.976 1.606.125 1.666.077 1.794.063 1.924.978 59.951

Costi per server 8.247 34.024 52.559 72.247 93.152 18.535

Costi per servizi 447.196 825.778 863.702 909.522 952.806 37.923

Consulenza legale 2.250 4.500 4.500 4.500 4.500

Contabilità 2.500 5.000 5.000 5.000 5.000

Consulenza IT 75.000 150.000 150.000 150.000 150.000

Marketing 357.426 640.358 675.882 713.542 753.466

Customer support 900 14.400 16.800 21.600 21.600

Affitto Ufficio 9.120 11.520 11.520 14.880 18.240

Costi per il personale 88.100 116.450 120.014 157.494 200.898 3.563

Area IT 88.100 116.450 120.014 157.494 200.898

MARGINE OPERATIVO LORDO (EBITDA) -172.566 629.873 629.802 654.800 678.121

Ammortamento immobilizzazioni immateriali 20.000 40.000 40.000 40.000 40.000 0

Ammortamento sviluppo applicazione 20.000 40.000 40.000 40.000 40.000Ammortamento immobilizzazioni materiali 300 600 600 600 600 0

Ammortamento avviamento 300 600 600 600 600

RISULTATO OPERATIVO (EBIT) -192.866 589.273 589.202 614.200 637.521

Proventi finanziari 0 0 0 0 0Oneri finanziari 1.903 3.234 2.457 1.665 858

RISULTATO ANTE IMPOSTE (EBT) -194.769 586.039 586.745 612.534 636.663Imposte di esercizio 0 163.631 163.798 170.962 177.663

IRES 0 140.649 140.819 147.008 152.799 Assunto @ 24%

IRAP 0 22.982 22.979 23.954 24.863 Assunto @ 3,9% su EBIT

RISULTATO NETTO DELL'ESERCIZIO (NET PROFIT) -€ 194.769 422.408 422.947 441.572 459.001

-€ 174.469 463.008 463.547 482.172 499.601

Conto Economico Mensile 2018

Luglio Agosto Settembre Ottobre Novembre Dicembre

TOTALE 2018

RICAVI DI VENDITA € 0 € 0 € 0 € 123.659 € 123.659 € 123.659 € 370.976

Altri ricavi e proventi € 0 € 0 € 0 € 0 € 0 € 0 € 0

TOTALE RICAVI € 0 € 0 € 0 € 123.659 € 123.659 € 123.659 € 370.976

Costi per server € 1.374 € 1.374 € 1.374 € 1.374 € 1.374 € 1.374 € 8.247

Costi per servizi € 74.383 € 74.383 € 74.383 € 74.683 € 74.683 € 74.683 € 447.196

Consulenza Legale € 375 € 375 € 375 € 375 € 375 € 375 € 2.250

Contabilità € 417 € 417 € 417 € 417 € 417 € 417 € 2.500

Consulenza IT € 12.500 € 12.500 € 12.500 € 12.500 € 12.500 € 12.500 € 75.000

Marketing € 59.571 € 59.571 € 59.571 € 59.571 € 59.571 € 59.571 € 357.426

Customer support € 0 € 0 € 0 € 300 € 300 € 300 € 900

Affitto Ufficio € 1.520 € 1.520 € 1.520 € 1.520 € 1.520 € 1.520 € 9.120

Costi per il personale € 14.683 € 14.683 € 14.683 € 14.683 € 14.683 € 14.683 € 88.100

Area IT € 14.683 € 14.683 € 14.683 € 14.683 € 14.683 € 14.683 € 88.100

MARGINE OPERATIVO LORDO (EBITDA) -€ 90.440 -€ 90.440 -€ 90.440 € 32.918 € 32.918 € 32.918 -€ 172.566

Ammortamento immobilizzazioni immateriali € 3.333 € 3.333 € 3.333 € 3.333 € 3.333 € 3.333 € 20.000

Ammortamento sviluppo applicazione € 3.333 € 3.333 € 3.333 € 3.333 € 3.333 € 3.333 € 20.000

Ammortamento immobilizzazioni materiali € 50 € 50 € 50 € 50 € 50 € 50 € 300

Ammortamento avviamento € 50 € 50 € 50 € 50 € 50 € 50 € 300

RISULTATO OPERATIVO (EBIT) -€ 93.824 -€ 93.824 -€ 93.824 € 29.535 € 29.535 € 29.535 -€ 192.866

Proventi finanziari € 0 € 0 € 0 € 0 € 0 € 0 € 0Oneri finanziari € 330 € 325 € 320 € 315 € 309 € 304 € 1.903

RISULTATO ANTE IMPOSTE (EBT) -€ 94.154 -€ 94.149 -€ 94.144 € 29.220 € 29.226 € 29.231 -€ 194.769Imposte di esercizio € 0 € 0 € 0 € 0 € 0 € 0 € 0

IRES € 0 € 0 € 0 € 0 € 0 € 0 € 0

IRAP € 0 € 0 € 0 € 0 € 0 € 0 € 0RISULTATO NETTO DELL'ESERCIZIO (NET PROFIT) -€ 94.154 -€ 94.149 -€ 94.144 € 29.220 € 29.226 € 29.231 -€ 194.769

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Attivo di Stato Patrimoniale

2018 2019 2020 2021 2022

IMMOBILIZZAZIONI 182.700 142.100 101.500 60.900 20.300

Immobilizzazioni immateriali 203.000 203.000 203.000 203.000 203.000

-F.do ammortamento -20.300 -60.900 -101.500 -142.100 -182.700

TOTALE ATTIVO 182.700 142.100 101.500 60.900 20.300

Passivo di Stato Patrimoniale

EUR k 2018 2019 2020 2021 2022

PATRIMONIO NETTO 15.231 437.639 860.586 1.302.158 1.761.159

Capitale sociale 210.000 210.000 210.000 210.000 210.000

Utili (perdite) portate a nuovo 0 -194.769 227.639 650.586 1.092.158

Utile (perdita) di esercizio -194.769 422.408 422.947 441.572 459.001

PFN (Cash)

- Disponibilità liquide -13.410 -437.604 -861.561 -1.303.351 -1.761.762

Debiti v/ Banche 180.879 142.065 102.475 62.093 20.903

TOTALE PASSIVO 182.700 142.100 101.500 60.900 20.300

142.100 101.500 60.900 20.300

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Cash Flows

2018 2019 2020 2021 2022

RISULTATO OPERATIVO (EBIT) 0 -192.866 589.273 589.202 614.200 637.521

+ Ammortamenti materiali e immateriali 0 20.300 40.600 40.600 40.600 40.600

- Tasse 0 0 -163.631 -163.798 -170.962 -177.663

CASH FLOW FROM OPERATING ACTIVITIES 0 -172.566 466.242 466.005 483.838 500.459

- Investimenti 200.000 -203.000 0 0 0 0

CASH FLOW FROM INVESTING ACTIVITIES -200.000 -203.000 0 0 0 0

FCFF 200.000 -375.566 466.242 466.005 483.838 500.459

+ Finanziamento Bancario 200.000 0 0 0 0+ Finanziamento Equity 210.000 0 0 0 0- Oneri finanziari 0 -1.903 -3.234 -2.457 -1.665 -858- Restituzione quota capitale 0 -19.121 -38.814 -39.590 -40.382 -41.190

CASH FLOW FROM FINANCING ACTIVITIES 0 388.976 -42.048 -42.048 -42.048 -42.048

CASH FLOW ANNUALI -200.000 13.410 424.194 423.957 441.790 458.411

CASH FLOW CUMULATO -200.000 13.410 437.604 861.561 1.303.351 1.761.762

0 0,5 1,5 2,5 3,5 4,5

IRR 79,41%

NPV Rate 8% -174.469 463.008 463.547 482.172 499.601

NPV @8% 1.103.112 0 0 0 0 0

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Exhibit 2 – Soddisfazione fabbisogno finanziario

2018 2019 2020 2021 2022Apporto Soci Fondatori € 60.000

Mutuo Bancario € 200.000

Investitori € 150.000

TOTALE € 410.000

Valore mutuo € 200.000,00

Anni 5

Tasso di interesse annuale 2,00% Tasso di interesse mensile 0,17%

Mese Valore iniziale Rata Interesse Restituzione Capitale Valore Finale

1 € 200.000,00 € 3.504 € 330,32 € 3.174 € 196.826,35

2 € 196.826,35 € 3.504 € 325,07 € 3.179 € 193.647,45

3 € 193.647,45 € 3.504 € 319,82 € 3.184 € 190.463,31

4 € 190.463,31 € 3.504 € 314,57 € 3.189 € 187.273,91

5 € 187.273,91 € 3.504 € 309,30 € 3.195 € 184.079,24

6 € 184.079,24 € 3.504 € 304,02 € 3.200 € 180.879,29

7 € 180.879,29 € 3.504 € 298,74 € 3.205 € 177.674,06

8 € 177.674,06 € 3.504 € 293,44 € 3.211 € 174.463,53

9 € 174.463,53 € 3.504 € 288,14 € 3.216 € 171.247,71

10 € 171.247,71 € 3.504 € 282,83 € 3.221 € 168.026,57

11 € 168.026,57 € 3.504 € 277,51 € 3.226 € 164.800,11

12 € 164.800,11 € 3.504 € 272,18 € 3.232 € 161.568,32

13 € 161.568,32 € 3.504 € 266,84 € 3.237 € 158.331,20

14 € 158.331,20 € 3.504 € 261,50 € 3.242 € 155.088,72

15 € 155.088,72 € 3.504 € 256,14 € 3.248 € 151.840,90

16 € 151.840,90 € 3.504 € 250,78 € 3.253 € 148.587,71

17 € 148.587,71 € 3.504 € 245,40 € 3.259 € 145.329,14

18 € 145.329,14 € 3.504 € 240,02 € 3.264 € 142.065,20

19 € 142.065,20 € 3.504 € 234,63 € 3.269 € 138.795,86

20 € 138.795,86 € 3.504 € 229,23 € 3.275 € 135.521,13

21 € 135.521,13 € 3.504 € 223,82 € 3.280 € 132.240,98

22 € 132.240,98 € 3.504 € 218,41 € 3.286 € 128.955,42

23 € 128.955,42 € 3.504 € 212,98 € 3.291 € 125.664,43

24 € 125.664,43 € 3.504 € 207,55 € 3.296 € 122.368,01

25 € 122.368,01 € 3.504 € 202,10 € 3.302 € 119.066,14

26 € 119.066,14 € 3.504 € 196,65 € 3.307 € 115.758,82

27 € 115.758,82 € 3.504 € 191,19 € 3.313 € 112.446,04

28 € 112.446,04 € 3.504 € 185,71 € 3.318 € 109.127,78

29 € 109.127,78 € 3.504 € 180,23 € 3.324 € 105.804,05

30 € 105.804,05 € 3.504 € 174,74 € 3.329 € 102.474,82

31 € 102.474,82 € 3.504 € 169,25 € 3.335 € 99.140,10

32 € 99.140,10 € 3.504 € 163,74 € 3.340 € 95.799,87

33 € 95.799,87 € 3.504 € 158,22 € 3.346 € 92.454,12

34 € 92.454,12 € 3.504 € 152,70 € 3.351 € 89.102,85

35 € 89.102,85 € 3.504 € 147,16 € 3.357 € 85.746,04

36 € 85.746,04 € 3.504 € 141,62 € 3.362 € 82.383,69

37 € 82.383,69 € 3.504 € 136,06 € 3.368 € 79.015,79

38 € 79.015,79 € 3.504 € 130,50 € 3.373 € 75.642,32

39 € 75.642,32 € 3.504 € 124,93 € 3.379 € 72.263,28

40 € 72.263,28 € 3.504 € 119,35 € 3.385 € 68.878,66

41 € 68.878,66 € 3.504 € 113,76 € 3.390 € 65.488,45

42 € 65.488,45 € 3.504 € 108,16 € 3.396 € 62.092,64

43 € 62.092,64 € 3.504 € 102,55 € 3.401 € 58.691,22

44 € 58.691,22 € 3.504 € 96,93 € 3.407 € 55.284,19

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45 € 55.284,19 € 3.504 € 91,31 € 3.413 € 51.871,53

46 € 51.871,53 € 3.504 € 85,67 € 3.418 € 48.453,23

47 € 48.453,23 € 3.504 € 80,02 € 3.424 € 45.029,28

48 € 45.029,28 € 3.504 € 74,37 € 3.430 € 41.599,69

49 € 41.599,69 € 3.504 € 68,71 € 3.435 € 38.164,42

50 € 38.164,42 € 3.504 € 63,03 € 3.441 € 34.723,49

51 € 34.723,49 € 3.504 € 57,35 € 3.447 € 31.276,87

52 € 31.276,87 € 3.504 € 51,66 € 3.452 € 27.824,55

53 € 27.824,55 € 3.504 € 45,95 € 3.458 € 24.366,54

54 € 24.366,54 € 3.504 € 40,24 € 3.464 € 20.902,81

55 € 20.902,81 € 3.504 € 34,52 € 3.469 € 17.433,37

56 € 17.433,37 € 3.504 € 28,79 € 3.475 € 13.958,19

57 € 13.958,19 € 3.504 € 23,05 € 3.481 € 10.477,28

58 € 10.477,28 € 3.504 € 17,30 € 3.487 € 6.990,61

59 € 6.990,61 € 3.504 € 11,55 € 3.492 € 3.498,19

60 € 3.498,19 € 3.504 € 5,78 € 3.498 € 0,00