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Intellestate 2014 - Confidential 2
Intellestate is an online database for mortgage rates. Intellestate and the related Facebook app leverages consumers’ existing social networks to build organic growth and information credibility.
Intellestate 2014 - Confidential 3
Mortgage information where people are spending more time.
Source: Neisen NetView February 2014
Rank Website Unique Audience
Time Per Person
(hh:mm:ss)
1 Google 154,351,000 2:03:42
2 Facebook 119,885,000 8:01:11
Intellestate 2014 - Confidential 4
Intellestate.com
- Mortgage Rates - Home Equity Rates - Deposit Rates
Intellestate connects with the major social sites APIs
Login with LinkedinPost to user feed
Consumers tweet ratesAdvertisers tweet rates
Login with FacebookPost a custom story
Login with Google+
Intellestate 2014 - Confidential 6
Competition
Mkt. Cap $ 1.8B
Mkt. Cap $ 4.9B
Mkt. Cap $ 292M
as of 6/15/2014
Intellestate 2014 - Confidential 8
Thesis: Social sites will build better predictive models of consumer behavior
• By focusing ad spending on these sites, Intellestate will deliver better quality leads
• Users who have logged in with their social credentials will see other users in their network.
Intellestate 2014 - Confidential 9
Financials($ in thousands)
FY0 FY1 FY2 FY3
Revenue $ 139.6 $ 1,665.2 $ 2,877.6
EBIT $ (237) $ 830.0 $ 1,678.6
Capital $ 500 $ 262.5 $ 860.5 $ 2,005.6
Operating Margin N/A 49.8% 58.3%
Intellestate 2014 - Confidential 10
Appeal to advertisers
• Existing sites have become a necessary evil• Loan acquisition cost has become excessive.• Lenders don’t have the ability to increase
margins in such a transparent arena• Click fraud is poorly policed. Major sites have
no real incentive to.
Intellestate 2014 - Confidential 11
Pricing strategy
• Flat fee per state per product• Rolling six month contracts• Advertisers can rationalize their ROI
Intellestate 2014 - Confidential 12
Ad spendingTraffic Acquisition
57.9% 52.6% 32.8% 31.9% 19.6% 9.4%
2013 2012 2013 2012 2013 2012
Intellestate planned ad spending: 30%
Intellestate 2014 - Confidential 13
Year 1• Attracting advertisers, re-investing in the site• Bargain pricing• Capital spending on technology infrastructure
Year 2• Continued growth in advertisers until a full complement
is reached• Continued re-investment • Modest pricing increases Year 3 • Exercise pricing power
Plan
Intellestate 2014 - Confidential 14
Team
Brad Norris, Managing Director– 25 years mortgage marketing experience– Chartered Financial Analyst (CFA)
Intellestate 2014 - Confidential 15
Investment
$500,000
Use of proceeds• Traffic acquisition• Hire CIO/Insource technology• API enhancements• Founder Salaries