©2013 AXIA. Confidential. All Rights Reserved.
Q3-2015 Business Strategy Executive Summary
©2013 AXIA. Confidential. All Rights Reserved.
AXIA
©2015 AXIA. Confidential. All Rights Reserved.
Review of Pivots Made Over The Last 12 Months Q3-2015 Business Strategy Executive Summary
Out:% In:%
Merchant)Business)Model) Agent)Business)Model)
Industry/Sector)Agnos7c) US)Tech)Sector)Focus)
Product)Import)Focus) Localized)Service)Delivery)Focus)
Account)Manager)Team) Lawrence)+)Support)Team)
©2015 AXIA. Confidential. All Rights Reserved.
US Tech Sector Focus – Sources of Revenue
Q3-2015 Business Strategy Executive Summary
%La*n%America%Technology%Internship%Program%
%%
La%Condesa%Business%Center%
%%
Company%Representa*on%
MVP:))a) Conference)Room)b) Presenta7on)Equipment)c) Furniture)d) Outdoor)Adver7sing))
MVP:)a) Tech)Monterrey)
candidate)feeder)b) AXIA)business)center)c) Effec7ve)organic)
search)
MVP:)a))Lawrence)b))Mexico)Opera7ng)Company)c))Padròn)de)Importadores)d))USD)and)MXN)bank)accounts)e))Effec7ve)organic)search)
©2015 AXIA. Confidential. All Rights Reserved.
Each of the three sources of revenue depend heavily if not entirely on new leads generated by organic web searches or backlinks embedded in online media coverage of AXIA’s business and charitable activities. Our overall effectiveness in organic search across all major search engines is therefore presently our key performance indicator of our ability to generate new business and future new revenues. Company Representation: our goal in 2015 is to execute representation agreements with around four US tech companies who are expanding into Latam markets and are in need of a LCD set of support services from AXIA. Our lead generation efforts prioritize maximizing our Google page rank for certain key search terms like for example, “Software sales reps”. We also invest time and energy into receiving media coverage from relevant blogs and online publications. Finally, we’ve invested heavily in commercial, paid press release as a strategy to generate exposure and site traffic as well as spiking backlinks from high quality media sites in order to improve overall page rank with search engines. Business Center: Studio AXIA’s target market is independent professionals and freelancers in the Mexico City central business district. We view Starbucks and other high-end coffee shops offering comfortable seating and free WIFI as our primary competition. Our 2015 (and long-term) goal is to affiliate approximately 50 regular clients who consistently visit Studio AXIA multiples times each week, with around 15 or 20 individuals occupying the center during peak operating hours. Our lead generation efforts are initially focused on organic & paid search on Facebook and Google, converting around 1 in every 5,000 ad impressions and then providing rich incentives to new clients to provide referrals. We expect to wind down paid searches after around 90 days. Latin America Technology Internship Program (LATIP): our 2015 goal is to create several strategic alliances with established US-based non-profits; positioning LATIP as a Latam candidate feeder to our US allies. We rely on paid press releases and traditional media news coverage to create buzz and exposure about the program, which in turn (so far) has been an effective means of identifying and initiating a dialogue with potential US-based non-profit allies.
Business Development – Lead Generation
Q3-2015 Business Strategy Executive Summary
©2015 AXIA. Confidential. All Rights Reserved.
Q3-2015 Business Strategy Executive Summary
©2015 AXIA. Confidential. All Rights Reserved.
Service Description • Professional services offered to small and mid-sized US
technology companies • Sales & sales channel development • MXN billing, collections, credit card payment
remittances, mobile payments solutions • Business development: strategic alliances, local partners
& OEM providers • Virtual address / warranty & support location • Market entrance strategy planning • Product & collateral portfolio localization
Company Representative
Q3-2015 Business Strategy Executive Summary
Marketing & Advertising • Organic Web Search + Old School Networking • SEO: corporate web site redesign • SEO: US press release via PR Newswire • SEO: Doing Business In Mexico – Blog • Rolodex • LinkedIn Advertising
Pipeline • cvent.com – NYSE listed company. US market leader
cloud-based event management software solution.
• Latam Mobile App – Venture-funded Android startup. Team of ex-Google execs launching a mobile app focused on soccer.
©2015 AXIA. Confidential. All Rights Reserved.
Company Representative (Cont’d) – www.axiatraders.com summary of site performance 1-May-15 thru 20-Jun-15
Q3-2015 Business Strategy Executive Summary
Funnel%Performance%(Jun%2015)% Score%
Search)Result)Appearances) 9,578)
Web)Site)Visits) 261)
Inquiries) 10)
Pipeline)Opportuni7es)Created) 2)
Client)Conversions) 0)
©2015 AXIA. Confidential. All Rights Reserved.
Description • Charitable Organization. • Facilitates 1-semester unpaid internships for students
graduating from accredited Mexican Universities. • Placed with early-stage US technology ventures • Satisfies “Servicio Social” graduation requirements for
Mexican undergraduates. • Capacity of 15 students per semester. • Interns work remotely from AXIA’s business center.
Latin America Technology Internship Program
Q3-2015 Business Strategy Executive Summary
Business Strategy • Business development tool to attract early-stage US tech
ventures with product/service marketable to Latin American consumers.
• Generates $400 USD per student in admin fees billed to US company sponsor.
• Generates long-term tech client base for AXIA Business Center.
• Provides exposure to Mexico City area tech talent pool to eventually enable AXIA to offer recruiting/sourcing services to its clients.
Pipeline • House of Genius (Strategic Alliance) • Girls In Tech (Strategic Alliance) • UNAM (candidate sourcing) • Universidad El Ibero (candidate sourcing) • Universidad Tech Monterrey (candidate sourcing)
©2015 AXIA. Confidential. All Rights Reserved.
Description • Virtual private offices and workstations rented per hour • 2,000 sq./ft. class B- office space. 18th floor park view • Hourly rental of Workstations, Private Offices, Team
Room, Conference room. • Capacity for 30 clients • $25 MN ($1.50 USD) / hour / person • No frills environment: Receptionist, WIFI, complimentary
coffee + water
La Condesa Business Center
Q3-2015 Business Strategy Executive Summary
Business Strategy • Convert AXIA’s largest fixed cost into an income center • Provide exposure to the significant pool of independent
professionals in La Condesa and Polanco
• Provide a permanent office and legal address location to offer US clients on a fee basis.
• Provide a productive work environment for LATIP.
Advertising & Promotion Strategy • Viral word-of-mouth: No strings attached 5 free days
offered for client referrals. • Facebook Ad campaigns • Google AdWords • Outdoor Advertising in La Condesa • Meetup.com
©2015 AXIA. Confidential. All Rights Reserved.
La Condesa Business Center – (Cont’d)
Q3-2015 Business Strategy Executive Summary
Funnel%Performance%(Jun%2015)% Exposure% Visits% Inquiries% Sales%
Viral)word^of^mouth) TBD)
Facebook)Ad)Campaigns) 65,000) 2,226) 20) 2)
Google)AdWords) 4,405) 58) 10) 1)
Outdoor)Adver7sing) N/A) N/A) 5) 0)
Meetup.com) (new)) 0) 0) 0)
* Facebook ad campaign ran 9-Jun thru 17-Jun.
©2015 AXIA. Confidential. All Rights Reserved.
US Tech Sector Focus – Lead Generation Scorecard
Q3-2015 Business Strategy Executive Summary
Google%Organic%Search:%Last%6%Weeks%(“Baseline”)%
Landing)Page) Impressions) Clicks) Average)Page)
Posi7on)
Click)Through)Rate)
Home)Page) 4,730) 180) Page)7) 3.8%)
Services/Industry) 6,195) 82) Page)10) 1.3%)
Business)Center) 110) 5) Page)24) 4.5%)
Internship)Program) 540) 15) Page)11) 2.8%)
Blog) 2,799) 114) Page)11) 4.1%)
Total% 14,374% 396% Page%9% 2.8%%
Google%Organic%Search:%Last%5%Days%
Impressions) Clicks) Average)Page)
Posi7on)
Click)Through)Rate)
Home)Page) 450) 32) Page)5) 7.1%)
Services/Industry) 948) 25) Page)10) 2.6%)
Business)Center) 140) 5) Page)1) 3.6%)
Internship)Program) 104) 0) Page)11) 0.0%)
Blog) 657) 45) Page)11) 6.8%)
Total% 2,299% 107% Page%9% 4.7%%
25%$of$traffic$generated$in$last$5$days$
Page$1$search$result$for$Business$Center$is$integral$to$long:term$sales$strategy$
40%$of$site$traffic$is$generated$from$“Doing$Business$in$Mexico”$
Blog$
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Additional Information
Lawrence)McDaniel)[email protected])+1)(415))766^9012)+52)1)(55))4388^3070)Skype:)mcdaniel0073)hgp://www.axiatraders.com))
Q3-2015 Business Strategy Executive Summary