SMART EVENTS:  ATTENDEE INSIGHTS & BUSINESS INTELLIGENCE

ONELOBBY.COM

THE PROBLEM

Meet Maureen (aka Mo, the CMO). Mo is the CMO of a large tech company. Mo has a HUGE problem. Mo’s company spends $21 million annually on events with no easy way to measure the ROI. Like

other forms of marketing, its hard to associate a sale with a touch point like an event.

Wells Fargo, HP, Under Armour, Volvo, Southwest Airlines, Symantec, SAP, Pepsi, Hilton, Monster, GE, & GM, Cisco, Bayer, and Adidas have all identified this as a problem in the CMO council’s Customer Attainment from Event Engagement report. On average, large companies like the ones listed spend $21 million annually on events. Would you spend $21 million without knowing what you are getting in return? Adding to Mo’s trouble are her sponsors. They can’t commit to her events without knowing more about the audience.

 

Measuring the BUSINESS INTELLIGENCE and ATTENDEE DATA of Events

Companies are using events in a big way as part of their marketing efforts. By tracking and reporting on meaningful attendee and post event data, marketers, like Mo, can tailor event solutions to increase ROI for their events

OUR SOLUTION

1.Input attendee email list via Reg system api or .csv file

 

2. Grant OneLobby access to Salesforce or an Association Management System

Output

HOW BUSINESS INTELLIGENCE

WORKS Input

MORE BUSINESS INTELLIGENCE

INSIGHTS

New leads Current leads Open opportunities Current customers Potential sales "Conversion rates Customers acquired Incremental sales/customers New sales Customer acquisition cost (event) Revenue per attendee Expense reports Customer purchasing power  

Total Attendance, participation or visits Leads Aggregate Twitter and Instagram posts Facebook likes, social media activity, posts Customer time w/ product or experience. Cost per attendee per day Day of event data  

Core Secondary

1.Input customer email database via

partner api or .csv file  

2. System processes user’s database

Output

HOW ATTENDEE INSIGHTS

WORKS Input

MORE ATTENDEE

INSIGHTS

Gender breakdown Average Age All social media profiles Company size (Fortune 500, Fortune 2000, SMB) Registration patterns overtime Top job positions, industries Top skills "Most Influential attendees topics, likes and interests  

Average Klout Score Average Klout Amplification  Geographic breakdown (Globally, nationally, regionally)  Common twitter bio words Others who influence the group Most common public lists attendees are on Sentiment analysis Geo Fencing data

Core Secondary

HOW WE DO

ATTENDEE INSIGHT & BUSINESS INTELLIGENCE Proprietary algorithms Various api’s from Linkedin, Klout, Twitter, Full Contact, Salesforce etc Leverage close relationships and experience with Salesforce/Radian6

According to a study by Frost & Sullivan 2013, Companies spend 1% of their revenue on Meetings and Events

This represents $396 BILLION in spending by the global 2000 alone. Large enterprises spend an avg of $21 million on Meeting & Events annually?

MARKET SIZE

OF EVENTS

84% of the event marketing executives say experiential marketing is critical to their organization

60% of of firms with event budgets b/w $50 - $100 million and ALL of firms with over $100 million say that events are critical.

EVENTS & EXPERIENTIAL MARKETING IN

THE CORPORATE WORLD

HOW WE MAKE

MONEY

This year, Mo has two events with an avg of 2000 attendees per event. Audience insights = .99 cents per email address processed. Business Intelligence + Attendee Insights = $1.99 per email address + $50/Month/Event $8000 + 1200 = $9200 ACV Mo would pay OneLobby $8000 to process 4000 attendee email addresses for her Attendee Insights + $1200 for her Business Intelligence report of two events (since ROI measurement happens month over month) for a total of $9200.

Companies like Mo’s are used to paying a per attendee fee for such technology like registration, email marketing and surveys.

   

Events

512M attendees

   

Publishing

105M subscribers

2.7BN in

advertising  

Loyalty Programs

2.65 BN

members Post

Secondary Recruiting

21M

Sports and Entertainment

1.6 BN tickets

sold

Politics

360M Voters

ADJACENT MARKET VERTICALS

Our attendee insights product can be applied to many verticals.

Partnering with big registration companies for events vertical

Creating an app in the Salesforce App exchange

White labeling for re-sale with hotels, others

OUR

DISTRIBUTION PLAN

Attending and exhibiting at industry conferences and conventions. Co-sponsor follow up report with the CMO Council. Paid advertising in industry publications. Offer promotional pricing for industry professional groups such as Meeting Professional International (MPI), PCMA, EIBTM, etc. Senior team contributing to industry blogs and publications. Paid advertising on social media (LinkedIn). Leverage PR for unpaid advertising. Leverage hubspot technology for inbound marketing.

OUR CUSTOMER

ACQUISITION PLAN

NEXT

STEPS Expansion to Nova Scotia. Creating new jobs for marketing and sales. Signing up pre-paid customers for early adopter program Create a self-serve sales model; where customers can pick packages tailoring features to their needs. Hustle. Hustle. Hustle. Dominate the industry to become the market leader.

WHAT MAKES US SO

SPECIAL

Built an amazing team. No churn. Domain experience & tech skills.

Pilot launched with UBM. $20K revenue while in beta

Since September 2012 we have:

Raised $500K. Made mistakes - figured out events market.

WHY YOU SHOULD

INVEST Investing early will give OneLobby the opportunity to grow fast yet controlled. Our products are easily scalable and the with the right additions to our investment and marketing team, we can grow to get the biggest return on investment for all shareholders. We are well positioned to become the market leader in this field.

WE ARE BUILDERS.

Jordan Smith CEO Unbelievable hustle.

Brian Dunphy CTO Co-founder of Radian6

Jason Misener, CMA MBA COO/CFO Prev. at Salesforce

Bojan Djurkovic Lead Software Engineer Prev. at RIM

Andrew Trites Software Developer Prev. at The Learning Bar

Matthew VanTassel Lead UI Engineer Prev. at Salesforce

Jamie Curtis Software Developer Prev. at RIM

60M Raise April 2013

$3.5 Billion in marketing cloud acquisitions since 2011

IPO’d Aug/13 valued at $1.6 billion +

Went private valued at $1.2 Billion Sept 2013

Texas convention travel and reg company. $130M in rev annually.

3rd largest pure play event organizer in the world. $1.3BN in rev annually.

POTENTIAL

EXITS

PHENOMENAL ADVISORS

We have the privilege of an amazing group of advisors. People who build wildly successful companies and continue to innovate.

Marcel Lebrun CEO of Radian6 (Acquired by Salesforce for $350 million)

Paige Pires de Almedia GM E2 Conference, UBM TechWeb

Milan Vrekic CEO of TitanFile

Jeff Thompson CEO of UserEvents

Jeff White COO, East Valley Ventures Prev. CFO of Radian6, Q1 Labs, iMagicTV

SOME OF OUR ANGEL

INVESTORS

Our founding team and angel investors contributed to a $500,000 convertible debenture (November 2012).

Gerry Pond Chairman, Mariner Partners Co-founder, East Valley Ventures

Francis McGuire CEO, Major Drilling Group International (TSX: MDI)

Dwight Spencer Co-founder of Q1 Labs (Acquired by IBM for $650 million)

Charlie Harling EVP Sales, Bell Aliant

Dominique Karg Co-founder of AlienVault

We are looking to raise $500K to extend seed round for 18 months, primarily to: •  Build out Marketing & Sales Strategy •  Reach into new markets

THE

ASK

Brian Dunphy CTO, OneLobby (CoFounder Radian6)