How To Convert Underpants Into Profits

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alexcalic

A presentation to the founders at TheFort.VC

Technology Business

How To
Convert Underpants
Into Profits
by Alex Calic

Who Am I?
• Chief Revenue Officer @ The Media Trust
• 10+ years in tech (internet/software)
– adtech, social, video, ecommerce, mobile
• Previously @:
– Clearspring: Bus Dev, Sales, Finance
– InPhonic: Corp Dev, Bus Dev, Product
– Coremetrics: Bus Dev
– InTouchPOS: Strategy
• Wharton MBA

South Park Season 2: http://www.southparkstudios.com/clips/151040/the-underpants-business

Selling To Your Users

Transaction Subscription
Consumer

Enterprise

Selling Your Users

• Attention
• Data (email, behavior, personal information)

Best of Both Worlds

• Monthly subscription fees
• In-program advertising

Figure Out Thanks!
Your Unitized TEST
Economics

Income Statement Basics
PER USER
Revenues
- Cost of Sales
Gross Margin
- Marketing Expense
Operating Margin

Matching Revenues to Cost
• Fixed vs. variable cost structure

Seat License Project Based Pay Per Use
Cost

Time

Some Thoughts on Freemium

Reallocating
cost of sales &
marketing expenses

Paying
Users

Total users x avg. cost per user per period Total Cost Supported
% of total users that pay = By Each Paying User

User Acquisition Costs
• Inbound (free) Free and cheaper
– Organic acquisition cost
– Referral channels can drive
– Search (free/paid) down revenue
• Outbound (paid) requirements and
enhance the user
– Email
acquisition loop.
– Display
– Sponsorship

Cash Flow Considerations
• Sales cycle
– Consumer vs. enterprise (short vs. long)
• Payment cycle
– Upfront vs. arrears (fixed vs. usage pricing)
• Churn
– Monthly billing vs. contracts (variable vs. fixed costs)

Advertising Model
• First leveraging standards (ad units/ sellers)
• Native advertising requires scale
– 10MM active users as a starting point
– 100MM for audience targeting
• What you’re up against

Ways to Find the Right Pricing
• Competitors
• Comparable business models/industries
• A/B testing
• Step-up pricing
• Just ask!
• Most importantly: KISS

Thanks For Having Me!
• alex@themediatrust.com TEST
• @alexcalic
• www.alexcalic.com

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