Operational plan april 2009

© Copyright 2009 BuzzGain. http://www.buzzgain.com

BuzzGain

Operational Plan 2009

mukund@buzzgain.com
+91 998 054 2748


Agenda
1. Market Analysis
2. Product Plan
3. Marketing Plan
4. Sales and Distribution Plan
5. Financial Plan

http://www.buzzgai © Copyright 2009


Agenda
• What have we completed?
– Basics of DIY PR
• What is left?
– User Experience: Examples of great User Experience
– Quality: Works consistently every time
– Ease of campaign setup and value
• Who is the competition?
– High end: Radian 6, Visible Tech, Dna13
– Low end: Techrigy, Buzzstream, Filtrbox, Scoutlabs
• Priorities



2009 Target Addressable Market
Segment Use Potential # Monthly revenue Where to target
customers potential

1. SMB PR Media outreach 32,000 $320,000 ODwyer PR List,
agency & reporting & PRSA

2. Social Media Social media 12,000 $120,000 Twitter, SCNR New
Media Forum
Consultants monitoring

3. Marketing Marketing 65,000 $650,000 Marketingprofs,
Sphere
Consultants campaign

4. SMB Tech Competitive 125,000 $1,250,000 Crunchbase,
Tradevibes,
companies analysis Ycombinator

5. Community 5500 $55,000 Web-strategist, Ants
Eye View
Consultants

Total 239,000 $23,950,000 / @30%
month marketshare
$7,983,333/mo



Key Assumptions
• Annual contract value - $1500
• Churn – 7%
• Renewal rate 89%
• Average employee cost US$20,000
• Overhead cost per employee (% of
payroll) – 28%



Intelligent Aggregation can power
many applications
• Brand • Account • Stock
• Blogger • Early Adopter
Monitoring Profiling sentiment
relations program
• Competitive • Influencer analysis
• Media management
Analysis analysis • Company
Outreach • Social
• SEO & Link • Briefing research
• Social Media Customer
building report •Trend
Monitoring service
• Ad targeting preparation analysis

Custome
Marketin Public
Sales r Finance
g Relations
Service

Aggregated, Actionable, Influence Management Platform



Immediate Opportunity for Agency,
Consultant & SMB Offering
Nurture Research Reporting & Positioning /
Customers Market Analysis Messaging

Agency /
SMB Consultant
Generate Media Influencer
Build Product
Awareness Outreach targeting

Get Early Press
Adopters Release



Thriving Competitive Landscape
Technology,
Value

• Over $140 M
Actionable, invested in space
Insightful • Total # paying
customers = 400
• Total revenue of
all 30+ players <
$50 Million
• Most people use
manual techniques
Aggregation, • Cottage industry
Reporting
of consultants

High Low Customer Time to Value
& Cost to customer


2009 Go to Market Strategy
• Midsize PR Save
$400K monthly
agency time and
Direct Inside Sales run rate exiting
• Marketing increase
2009
consultants revenues

Increase $100K monthly
Resellers SMB <$500 Million
customer run rate exiting
Partnerships High Technology
awareness 2009

What we are not doing in 2009
 Targeting large F1000 enterprise customers
proactively


Marketing Tactics
Organic Funded
• Public Relations • Partnerships
• Content marketing • Events
• SEO • Analyst Relations
• Educational webinar • Blogging
• Guest blogging • Commenting



Competition
Funding, Customers Target Segment Employees Pricing
Revenue

Radian 6 $6.5M, Dec About 50, PR Agency PR 43 $500/topic
2008 agencies, F1000 profile/mo

Visible $15M ’07, About 50, F1000 – F1000 Large 82
<$5M CPG customers with
Technologies WPP partnership

BuzzLogic $12M ‘08, About 100 F1000 Advertisers for 30+ $1000 / topic /
<$5 M blogs month

Techrigy 1M 08 100+ SMM consultants 10+ $299 - $599 /
<500K month 10K – 50K
terms

Buzzstream 500K, None 10-50+ SEO link building, 4
SMB

Collective Intellect $11M, <1 M About 50 Large brands - 20+
rev F100 Fin Services

Filtrbox $2M 2/09 100+ SMB, Bloggers 15 $100/year - user
<200K $600/year-group

Scout Labs $2 M 2007, 50+ in beta SMB 20+ $250/mo-5
<1M terms/workspace

Cision Public, Over 1000, mostly Large accounts 2600+ WW
F1000 and PR agencies

Vocus Public, 3,379 Large, PRWeb 463
$80M small

DNA13 $5M 07, 100+ large Large enterprises,
companies Canada


2009 Milestones
Feb 2009 Jun 2009 Sep 2009 Dec 2009

250 paid customers
Exit public beta Competitive Intelligence
application beta

50 paid customers 500 paid customers
India GTM strategy Profitable quarter



Capital Needs & Use of Proceeds
• We have enough to fund us to profit - Dec
‘09
• Use of Proceeds
1. Fund sales & marketing
2. Key product management & finance hires
3. Develop competitive analysis application
4. Accelerate proprietary blog contact database
(ensure cash cow PR beachhead)



Target Model Financials
Sales 100%
Cost of Goods Sold (20% to 50%) 40%
Gross Margin 60%

Sales & Marketing (20% to 35%) 30%
R&D (10% to 15%) 10%
G&A (4% to 6%) 5%
Total Expenses 45%

Operating Profit (15%-25%) 15%


Operational plan april 2009

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