Informed voters start here… with your help.

Investor Presentation

Our Vision

Electable will help voters make sense of elections; giving them the means to easily find information about their local candidates by searching their address and getting detailed profiles.

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Clients GoalsWe achieve our vision by offering a platform of services to news outlets and candidates which achieve these goals:

News Outlets

● Lessens the workload for collecting candidate information

● Creates a better experience for readers

● Electable page could be used as a revenue generator

Candidates

● For those without a web presence, a better way to connect with voters

● Eases interaction with news outlets; allows candidate to control information

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Our thesis

1. Lacking expertise, local news outlets will adopt us as a resource for good web technology

2. Local candidates will appreciate a tool to spread their message

3. Voters will find us the best experience for learning about local elections

4. Electable will connect all three parties and help them achieve these goals and more

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Market OpportunityLocal news outlets, especially non-profits1, face technological challenges in news dissemination. And the landscape is growing, with a large portion of digital hyperlocal sites having been founded since 20102.Their audiences are demanding more technology – 28% of registered voters use their cell phones for political news; and as high as 43% of 18-29 year-old voters3.

1. Pew Journalism: http://pewrsr.ch/10xEEyq2. Pew Journalism: http://pewrsr.ch/1l3Fo3I3. Pew Internet Project: http://www.pewinternet.org/2014/11/03/cell-phones-social-media-and-campaign-2014/

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Market Opportunity: LegacyLegacy.com is a leading example of providing SaaS to news outlets. They are partnered with 85% of U.S. newspapers, and the funeral homes they serve; with additional sites in Australia, Canada, the U.K. and New Zealand. “Legacy.com is a top 50 U.S. internet domain with over 20 million monthly unique visitors globally.1” According to Crain’s, “Teaming up with newspapers has allowed Legacy.com to dominate the U.S. market, with payments flowing from 85 of the 100 biggest American papers.2”

1. Great Hill Partners: http://www.greathillpartners.com/portfolio#investment_3302. “There’s Life in the Obit Business” Crain’s Chicago http://bit.ly/10C1Knt

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Validation: Election CentralIn 2010, Adam launched Election Central at Shaw Media. The platform was highly popular within the company and drew attention from throughout media outlets in the state, earning the 2012 Innovation of the Year from the Illinois AP.

Illinois Elections Pageviews Unique Visitors

2011 Consolidated Election 102,621 60,715

2012 Primary Election 86,141 50,343

Three publications using the Election Central platform achieved a broad reach:

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Validation: SimpleElectionIn 2012, we validated our thesis that news outlets would use election tools by offering a series of widgets. With only a week’s promotion 18 sites created 80 widgets and generated 20,000 pageviews on election night.

Many of our users were members of the Local Independent Online News publishers and the Investigative News Network. Several have already expressed interest in Electable:

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The ProductOur product gives voters their ballot, along with detailed profiles of candidates and races; tying in news outlet coverage and expertise.We use the Open Civic Data format to tie races with jurisdictions and look up the jurisdictions for a given address. The result is the best experience for a voter to learn about their candidates.

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RevenueWe offer several a la carte premium features to both news outlets and candidates; paid per election:

News Outlets

● White Labeling (similar to Legacy.com); which would be mobile-optimized

● Embeddable Widgets● Custom Questionnaires

Candidates

We plan to respond as candidates offer more feedback, but options could include:

● Calendars● Vanity URLs● Custom Page Designs

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Marketing & Growth Strategy● Reaching out to Media Organizations

● Outreach to individual news outlets● Trade show and conference presentations● Building brand awareness in the public

○ Editorial content, analysis of data in system● Potential international expansion● Exploring how sale of data may be a revenue stream

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Team MembersAdam Nekola, CEOWorked in journalism for six years developing web applications. Led a team that won an Editor & Publisher Best Website award. Currently a web developer at a nonpartisan research firm.

Diana Yoo, CCOAn expert in UX, informational graphics, and typography. Has helped launch significant process improvement initiatives, provided critical training to government employees, and presented survey research data to a global audience.

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CompetitionWhile there is no product we can find exactly like Electable, there are several players in the realm:

e.thePeople is a tool that news outlets and organizations can use to provide information to their users. It’s more of an application than a web portal and user testing has shown that the UI can be frustrating.

Democracy.com is candidate-oriented, providing “free campaign websites.” They are planning to focus more on civic life than coverage of elections.

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Risk FactorsEach state generally has two elections each year. While each state may hold their votes at differing times, we must attempt to remain relevant between election cycles.News outlets and candidates understand the importance of elections, but it will be important for Electable to help convey that importance to voters. Voter turnout during Presidential elections is generally about 60%, while midterms are approximately 46%1. These numbers fall even lower for state elections and primaries. Electable will be more valuable to candidates and voters if we promote their content.

1. Washington Post: http://www.washingtonpost.com/wp-srv/special/politics/2014-midterms/turnout/

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Market SizeUsing a series of sources we can estimate a potential market size of news outlets:

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While covering McHenry County in the 2013 Illinois Consolidated Election, the Northwest Herald featured:

Note: This is for one spring election; a second would occur in the fall adding additional revenue, but with fewer candidates.

Note: 85% is Legacy.com’s market penetration.

Projected UsersBased on the Northwest Herald sample, we conservatively estimate <100 active candidates per election (NWH saw 196). As new candidates are added each election, our total candidate user base grows.

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Projected RevenueWe personally believe the competitive nature of elections would drive a conversation rate closer to 10%, with a minimum projection of 5%:

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Assuming:

News Outlets generate $200 / electionCandidates at $100 / election

Use of CapitalWe want to pursue this full time; we’d like to hire a few more roles. We’re looking for capital that would give us the ability to do this. With our aforementioned goals and a good conversion rate, we foresee making good revenue by 2017:

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http://www.electable.co@ElectableCo

Adam Nekola, CEO - anekola@electable.coDiana Yoo, CCO - dyoo@electable.co