memonic

Keep The EssentialAn Introduction to Memonic for IMD MBA

Program

Keren Eldad and Toni „The Tiger“ Birrer

20110119

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The start-up challenge:

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22 - 80% of success is showing up

“80% of Success is Showing Up” – Woody Allen. So show up.

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Start with a simple plan…then follow through

• Simple goals and a simple plan

Focus on getting things done

• At local.ch: Best local search in Switzerland

• At Memonic: Keep the Essential

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Part 1: InnovationThis is how we do it

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Memonic Saves You From Post It Hell

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Bringing You A Better Way To Save Information: Memonic, your Online Notebook

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Product Demo

A free app that goes by a perfect name, Memonic will let you ensure that the days of forgetfulness on the WWW are left behind for good. killerstartups.com

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Available on any smartphone, iPhone / iPad

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OK, But What Else?Memonic for Business - White Label Solution

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Two Options for Growth

B2C• Strong growth• Market trend: Social

networks & collaboration, social bookmarking

Positioning: Memonic is a digital notebook

• Sources: eMarketer, Gartner, MarketResearch

B2B• Supplement of

Document Management Systems

• Strong growth • Market trend: Better use

of installed DMS base• Perfect for Publishers

Positioning: Memonic is a DMS-Add-On

• Sources: Infinity Research, Bnet, WinterGreen Research

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Today

Publishing: An industry in transformation

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What they need: Reader Retention

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With Memonic, Read What YOU Want

One link integration on editor website = White Label archive.

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The Result: Personal Archive + Memonic Perks

Rich user experience: Make use of your clipped articles

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Create a Knowledge Hub Around Your Site

A unique differentiation possibility for your website

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Focused on delivering reader value

• Recommendations (based on your keywords)

• Provide topics briefs

• Include reader collection in mobile offering

• Send to other devices such as Kindle, tablets

• Share clips in groups

Rich user experience: Make use of your clipped articles

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Part II: MarketingThis is how we do it

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We don’t do “old school”

…because we live in a new world!

People live on the web. They shop differently, they consume media differently, and they interact with each other differently.

The Rules Have Changed. Luckily, the new rules fit your wallet.

“If you have more money than brains, focus on outbound marketing. If you have more brains than money, focus on inbound marketing”- HubSpot

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Building Blocks: FB. Twitter.

Social Networking. It’s Where It’s At. Make Sure They Find You!

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Blogging Counts

When it comes to blogging, variety is the spice of life

• Be Interesting (pics and links!)

• Make LISTS• Always involve

experts: they’re more interesting than you, and show that you have friends in high places

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Then, make yourself even bigger

“I Get By With A Little Help From My Friends”

Look familiar?

The web was builtTo be a collaboration.

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Get Found – Use that geek power for SEO

Keep Up the Good Work!

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Google Ad Words (SEM): Best Friend, or Pure Evil?

Prognosis: It’s Worth A Shot

A brief introduction to Google’s Empire (of Evil)Picking Perfect Keywords: mostly impossible, but sometimes…

Focusing On The Easy Stuff (Because Google is for Pros)The Power of Inbound Links

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Nothing Beats PR

There is nothing that can replace old fashioned PR …yet

• If you have any money – invest in PR pros

• Tips for choosing a PR firm: • Have they done their homework (do they know your

product and competitors)?• How's their track record in your field?• Are they themselves Digital Citizens?• Do they walk the walk AND talk the talk? (research

them yourself! Don't be lazy!)Example: The Choice of Spreckley PR in London

• Meausure results: your stats, their clippings- and beyond

Remember: PR teams are salespeople. Don’t Fall For Charm.

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Measure your Progress

There's more than one way to skin a cat:• Social Media is BS, but it's good to have friends:

use socialmention • Watch and analyze the competition. Constantly. • Stats• Google Analytics – measuring your traffic, your

blog…and your audience!• Press mentions and Speaking Engagements• Do not neglect customer feedback (Zendesk

works wonders, as does Survey Monkey)

The More You Track, The More You Know

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Bringing Home The BaconThe Business behind the Business

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Memonic Snapshot

Founders

Dr. Dorian Selz (CEO)

Felix Hürlimann

Patrice Neff

Toni Birrer

Chris Hauzenberger

We built together local.ch, Switzerland’s 5th largest website

Key Employees Total: 5

Keren EldadMarketing Director

Melania Semerad-MeierDirector of User Experience

Flavio PfaffhauserSoftware Engineer

Aengus WaltonSoftware Engineer

Investors

All Founders

Zürcher Kantonalbank

Hasler Stiftung

Dr. F.G. HoepfnerBusiness Angel of the Year in Germany

Advisors

Dr. Christian GötschFounder & CEO Experteer

Andreas GöldiFounder namics, Founder Buzzient

Dr. Ralph WyssPartner Wyss Wiesli Attorneys at Law

Business

Product Digital note taking app

Users Professional information workers

USB White Label solution for editors &professional company use: enabling digital content business models. Live at NZZ.ch (Launch customer)

User Feedback

Memonic is my choice of Google Notebook replacement! A gem! RogerDis on Twitter

Because your product is simple and elegant the Memonic / Salesforce integration works extremely well. Gene Rosen, Photogenec Design

Financials (CHF)

250k Seed investment founders ‘09

1mio. Series A, raised 05/2010

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Memonic 2010 by the Numbers

Revenue (CHF)

200k Revenue

197k Net earnings

(40k) Burn rate / month

Business Solutions

2 / 8 White Label solutions sold / leads

>100 Company installations

Platform Interaction

131’000 Clipped items

20’000 Users end December 2010

Usage

3’39’’ Average time on site

4% Conversion rate to subscriptions

Growth

2009 – 2010 Usage Growth

Engineering

25 Scrum Sprints

99.99% Total service uptime

Technology

Python, Pylons

SaaS delivery model, multi-tenant

Extremely cost effective setup

User Cost per Year (CHF)

0.72 1.05

Memonic Evernote

Employees

4 Full-time employees

1 / 1 Intern / Near-shore employee

Hiring 2011

4-5 Web / Python Engineers

1 Product Owner

1 UI Designer

1-2 Technical Sales

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Efficient Digital Know-How Mgmtis Key to the Future of Work

Information worker time allocation: •2/3 re-searching and organizing information snippets•1/3 in a word processor, doing actual work

Tools to navigate the digital information maelstrom become essential.Efficient such tools allow for effective digital content business models.

Problem

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Information hyperinflation renders information workers ineffectual

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Memonic Customer Overview

Live Customers

End User

20’000 Individual users

>1’000 Paid accounts

White Label & Professional

Launch customer

2nd White Label customer

“Content Capture” Unit

Integration with Salesforce

Architecture Office (ZH)

Hot Leads

White Label & Professional

•Welt.de

•NDR

•SonntagsZeitung

•CheapFlights.com

•AiguaMedia

•Straumann

•Netzwoche

Special

•ComputerBild.de: Run a nation-wide joint maketing campaign

Pipeline

•Beobachter

•Basler Zeitung

•20Min

•Spiegel

•Zeit

•Economist

•Daily Telegraph

•Wired

•Los Angeles Times

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Strategy 2011

Where we are going

Vision Do more with your information

Goals 2011 Turn a profitable business by year end

Establish strong beachhead in the White Label & Professional space

Expand team by 10 positionsto speed up execution

Additional financing round

What we need

More talent Engineering, Sales, Marketing

Leads White Label & Professional

Funding Series B of CHF 1-2mio.

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The IMD Challenge

Help Memonic with the New Frontier:• We are on a great track with b2c and b2b• What we want to do is reach internally – white

label INSIDE organizations/ like a CRM systemIMD Can Help With: 1.Defining the challenge: what is required to make

this a success in the B2B realm - product, marketing?

2.Market analysis/Competitive research in EU3.Strategy: Proposing a plan for execution

memonic

Thank You!

Follow us!

keren@memonic.com, toni@memonic.com

@mymemonic / http://blog.memonic.com

www.memonic.com