CONFIDENTIAL

CONFIDENTIAL

95% of travellers used the web for inspiration and information

In 2015 4 out of 5 bookings were peer-led, increasing the need for brands to generate trusted reviews

4 out of 5 of the most influential information sources are peer or expert generated

Online recommendations were more important than advertising for the 18-34 year olds

Close to 40% of travellers never booked a holiday without visiting a review site

Source: Holiday Trends 2016 BDRC Continental

Bloggers perceived as peer reviews with expert opinions, combining trust with quality

KEY FACTS (travel)

CONFIDENTIAL

THE PROBLEM

• No online searchable resource dedicated to blog and vlog content

• Search engines dominated by retail heavyweights so independent content is hard to find

• Videos and written content require separate searches and don’t intuitively respond to a single search query

THE SOLUTION

• www.blogilicious.com: A search and discovery blog and vlog only platform, that satisfies all of one’s inspirational and information needs

• Highly customisable to ensure readers’ get the content that they are looking for

• Article count at launch: 425,000 and to grow rapidly

BACKGROUND

CONFIDENTIAL

To become the most widely read and trusted source for discerning readers of travel and food blogs.

MISSION

CONFIDENTIAL

DirectorPrivate equity and corporate finance professional with start up experience across software, media, energy, and finance.Hidden talent: Digital Marketing

Henry Emson Alison BurghBusiness Angel InvestorIndustry leader in the travel and tourism sector with clients including the World Bank, UNWTO, and Ministries of Tourism and regional tourism bodies in Africa, Asia, the Middle East, the Americas and Europe.Position: Board non-exec.

Alexander GraySales Head: UKA consummate travel sector professional with a wealth of contacts in the trade and media and experience with agency, consumer and blogger networks. Favourite Hideaway: Gusti’s Bungalows, Bali.

JAPA GHOSH, CEO15 years of marketing and business start- up experience, handling multi-million dollar consumer goods, e-commerce and fashion brands in India and overseas. Obsessed with execution and creativity.Motto: Creativity, Speed, Frugality.

Yusuf ShabbirChief EngineerTechnology evangelist with 12 years of experience in building solutions for enterprises from across the globe.Favourite Food: Code

THE TEAM

CONFIDENTIAL

MILESTONES – FY 16

Founding Team

Formed

Co. Set

Up

IT Dev.

Starts Seed Funding

(US)

Trademark Reg. (India)

Beta Launc

h

Seed Funding

(UK)

Full Roll-out

Launch Mobile

Site

Start of Advt.

Campaign

Series A

Funding

Intro. Of Admin

Module

Intro.

Travel Vlogs

.

Intro.

Food Blogs

SITE VISITS: 1MN.

Billing Sys. Int.

Android App

MAR. '16 APR. '16NOV. '15 JUN. '16MAY '16 JUL. '16 AUG. '16 DEC. '16 JAN. '17SEP. '16OCT. '16

FEB. '17 MAR. '17

CONFIDENTIAL

FINDING THE RIGHT CONTENTBloggers with high quality posts find disseminating their content difficult as they can’t compete with big budget SEO and Pay-per-Click advertising

GET THE FULL PICTUREIt’s not enough to just find one article, the full picture requires multiple perspectives.

TRUSTReaders rate independent content as more credible with established follower audiences.

UNIQUEAs online content consumption moves towards videos, no singleplatform combines vlogs and blogs within a single search result

SEARCHING THE WEB FOR RICH CONTENT IS CHALLENGING…

CONFIDENTIAL

COMPETITION

Short commentaries Not professionally

written Limited use of image

content Accommodation rather

than destination focused

Focused on fashion & beauty

US Focus

Dominated by SEO heavyweights

Resource expensive (SEO & PPC)

No category search function

Rich content – written imagery and video content

Not only validation but also inspiration Convenient

categorisation Regular updates from

bloggers of interest See trending

destinations, top activities

CONFIDENTIAL

UK

60.1 million visits abroad in 2014 616.5 million nights Majority of trips are holidays

E-COMMERCE (UK) 2015 - $111 .55 Bn. 2020 - $144.4 Bn. CAGR - 5.3%

Source: PwC eCommerce in India report 2014

INDIA

Middle class households: 80 Mn. India domestic trips: 1 Bn. + (2014) India overseas trips: 22 Mn. (2016)

E-COMMERCE (INDIA) 2015 - $14 Bn. 2020 - $55.26 Bn. CAGR - 59%

Source: Office of National Statistics (UK)

TARGET MARKETS

China US India Japan Brazil Russia

641

279 243

109 107 84

Internet users by country: In million (2014)

China US India Japan Brazil Russia

46%

87%

19%

86%

53% 59%

Internet penetration as percentage of population (2014)

CONFIDENTIAL

TRAFFIC ESTIMATOR

Predominantly first paid traffic at £0.03 per click, as repeat users return and refer, dependence and cost per visitor diminishes

Dec-99

Dec-02

Dec-05

Dec-08

Dec-11

Dec-14

Dec-17

Dec-20

Dec-23

Dec-26

Dec-29

Dec-32

Dec-35

Dec-38

Dec-41

Dec-44

Dec-47

Dec-50

Dec-53

Dec-56

Dec-59

Dec-62

Dec-65

Dec-68

Dec-71

Dec-74

Dec-77

Dec-80

Dec-83

Dec-86

Dec-89

Dec-92

Dec-95

Dec-98

Dec-01

Dec-04

Dec-07

Dec-10

Dec-13

Dec-16

Dec-19

0

1

1

0.000

0.005

0.010

0.015

0.020

0.025

0.030

Traffic Growth vs. Net Cost of Acquisition

Paid Traffic Organic Traffic Referral Traffic Repeat Traffic Net Cost of Acquisition

CONFIDENTIAL

June '16 Oct '16 June '17 Dec '16 Dec '17 Dec '18 Dec '19 Dec '200.00

0.50

1.00

1.50

2.00

2.50

3.00

3.50

4.00

0.50 0.52 0.56 0.58 0.64 0.77 0.91 1.070.00

1.001.16 1.28

1.52

1.78

2.03

2.30

Travel Food

1.51

2.47

3.173.66

4.33

5.03

5.80

MIL

LION

ARTI

CLES

CONTENT BUILD UP

CONFIDENTIAL

HOME PAGE

Focus on search function for 500K + articles Carousels of trending articles and

vlogs, categorised into topics of interest for inspiration

Social reading

SEARCH RESULTS

Offers multiple perspectives and experiences with diversity of blogs and vlogs

Results display managed by in-house self-learning algorithm

CORE UX

CONFIDENTIAL

ARTICLE (IFRAME)

Display housing original blog article, top & tailed with Blogilicious features.

Carousel (Top) articles that share the same search terms as the main article.

Carousel (Bottom) articles from the same blogger.

Comments for inter-user engagement and between the blogger and audience.

Advertising/Affiliate Advt. Intelligently inserted advt. material for maximum visual & call-to-action impact

CORE UX

CONFIDENTIAL

MY ACCOUNT Curated content without having to enter

search criteria.

Manage profile settings to prioritise with latest interests.

BLOGGER PAGE Bespoke page for displaying all their content

in one place.

Follow option

CORE UX

CONFIDENTIAL

MARKETING (users)

OBJECTIVE Create brand awareness amongst potential visitors Grow first time visitor numbers and generate repeat visits to achieve 20Mn

monthly visits by FY 20

TRAFFIC GROWTH Generate post reach through paid and organic broadcast on Facebook,

Twitter and Pinterest User referral programme with innovative brand tie-ups Social media based contests to generate user engagement

GROWING REPEAT USERS Bespoke mailing programme based on users’ geography, reading history and

interests Email notification supplemented by app based notification Emphasis on social reading content by highlighting what friends and people

like you are reading Co-sponsored special offers for Blogilicious’ users

CONFIDENTIAL

MARKETING (industry)

OBJECTIVE Create brand awareness amongst bloggers, advertiser and affiliate marketing

partners

PUBLIC RELATIONS (Digital and Traditional) Focus on conveying brand USP to advertisers and benefits for them Focus on driving visibility in the VC community Partner with brands and Govt. to highlight and support social causes

COMMUNITY BUILDING: Bloggers Reach out to bloggers through Twitter, Facebook and Pinterest Build community of partner bloggers to generate user interest stories and

videos Drive influencer marketing programmes using partner bloggers

CONFIDENTIAL

REVENUE OPPORTUNITIES

AFFILIATE MARKETING

• Develop custom affiliate marketing platform for bloggers to be able to partner with brands easily and receive payments in a quick and hassle-free manner

• Partner will leading affiliate marketing partners in selected industries such as Booking.com, Amazon.com, Open Table etc…

ADVERTISING

• Partner with brands in the travel & hospitality space & brands operating in adjutant areas such as (Outdoor & Travel Gears | Books & Magazine | Clothing | Photography equip etc.)

• Advertising opportunities: native advts., display advt., email marketing, blog promotion and bespoke brand partnerships

INFLUENCER MARKETING

• Build influencer marketing platform and work with blog partners to promote and amplify brand campaigns

• Proprietary platform will be developed that will track social media influence & reach of bloggers in various geographical and demographic niches

CONFIDENTIAL

MONETISATION

Traffic Increasingly derived from organic, repeat and referral sources progressively separates revenue performance from PPC marketing

Oct-16

Dec-16

Feb-17Apr-1

7Jun-17

Aug-17Oct-

17

Dec-17

Feb-18Apr-1

8Jun-18

Aug-18Oct-

18

Dec-18

Feb-19Apr-1

9Jun-19

Aug-19Oct-

19

Dec-19

Feb-20Apr-2

0Jun-20

Aug-20Oct-

20

Dec-20

£0

£200,000

£400,000

£600,000

£800,000

£1,000,000

£1,200,000

Revenue Vs. PPC Marketing

PPC Marketing

Gross Revenue

CONFIDENTIAL

FINANCIALS 2016 2017 2018 2019 2020

Website Performance Paid Traffic 1,166,667 17,040,000 20,720,000 20,720,000 20,720,000Organic Traffic 41,339 1,495,108 4,145,238 9,667,906 37,049,811Referral Traffic 34,318 1,179,095 3,203,588 7,403,543 28,227,313Repeat Traffic 83,460 3,391,190 9,795,135 23,254,082 89,984,800 Total Traffic 1,325,783 23,105,392 37,863,961 61,045,531 175,981,924 Product CT 53,031 924,216 1,514,558 2,441,821 7,039,277Conversion 2,121 38,817 66,641 112,324 337,885

Revenues Affilaite Revenue £22,273 £407,579 £699,726 £1,179,400 £3,547,796Advertising £19,887 £323,475 £492,231 £732,546 £1,935,801

  Gross Revenue £42,160 £731,055 £1,191,957 £1,911,946 £5,483,597

Cost of Revenues COGS £4,972 £61,460 £68,912 £80,580 £193,580

Gross Profit £37,188 £669,594 £1,123,045 £1,831,366 £5,290,017

Costs General Opex £10,305 £57,755 £67,724 £76,313 £85,992PPC Marketing £35,000 £511,200 £621,600 £621,600 £621,600Staff & Directors £17,400 £128,640 £164,697 £185,585 £209,121Office Cap Ex £10,650 £8,479 £1,373 £1,548 £1,744Web & App Development £5,000 £24,921 £34,677 £39,075 £44,030 Total Costs £83,326 £792,455 £958,983 £1,004,700 £1,156,067

EBITDA -£41,166 -£61,400 £232,974 £907,246 £4,327,530 Cash B/Forward £132,444 £571,044 £775,055 £1,500,852 £4,962,876

Investor Equity £130,000 £500,000

CONFIDENTIAL

BELOW IS OUR AGENDA POST SERIES A FUNDING:

Marketing campaign for traffic and user acquisition

Build and launch Android & iOS APP Hire relevant support staff Increase blog article coverage Receive revenue metrics from

marketing and pivot the business towards greater performance

Sign advertisers for repeat revenue

1-5 YEAR PLAN

LONG TERM OBJECTIVES:

Diminish reliance on paid traffic

Develop affiliate marketing platform

Build influencer marketing platform

Create in-house OTA

Explore expanding into Fashion, Health & Wellness

POST FUNDING 6-9MONTH PLAN

Thank you