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Phase I - Comic Book Revenue Optimization

Proprietary and Confidential Copyright 2010

Contact Info:Micah [email protected]@micah

mailto:[email protected]


An Immersive Social Experience and Marketplace

Proprietary and Confidential Copyright 2010 2

Comic Industry - Direct Market

‣ Direct Market: $1B US / $6B Worldwide (Print Sales Only)

‣ Illegal Downloads are Estimated to be Between 5:1 and 10:1

‣ Single Print Distributor, Takes 62% Off the Cover Price

‣ Top 6 Publishers Own Approximately 90% of the Market

‣ Publishers Control Release Dates and Pricing


Currently Launched Platforms


AIR / Windows 7

iPhone / iPad

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Developed Solid Distribution Partnerships


Web Apps Mobile

100MM Downloads of Chrome

16B Pageviews / 250k Comic Friends

2B Pageviews / Entertainment Focus

14M Uniques / 2B Pageviews / Art Focus

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Bizspark One / Slate & Phone Distribution

Potential OEM deals35M Uniques / 685M Pageviews

Key Milestones and Metrics


‣ Announced in Jan 2010 at CES, public beta in April 2010

‣ 40,000 active users (80% MoM growth; 23% repeat transactions)

‣ 15,000 content downloads/month (20% paid; 75% MoM growth; $0.50 per transaction)

‣ Have signed deals with 60 publishers, including 3 of the top 6.

‣ We’ve received about 2,000 books: we have ~750 in the store

‣ Cash flow positive in 9-12 months6

Three Year Revenue Projections


($3,750,000)

$0

$3,750,000

$7,500,000

$11,250,000

$15,000,000

Year 1 Year 2 Year 3

Difficulties in the Marketplace / Competition


‣ Publishers are afraid to hurt their relationships with Diamond and the comic book stores

‣ Comixology and the publishers themselves are competitors

‣ High reliance on publishers for content

‣ Comic Collectors want to “own” the books

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Multi-Modal Monetization Around Single Focus


Comics

Affiliate

Content

Video

Audio

Ala Carte

Ads

Micro-transactions

Subs

Virtual Goods

Music

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Micro-transactions Doubled Sales


‣ “DVD Extras” ‣ Launched at Comic-Con

‣ Tested on 1-year old book doubled sales at an increased price

‣ Extra content is free

‣ Cross promo potential “Free MP3”

‣ Unique Ad Inventory

Immersive Ad Opportunities


‣ Brand is integrated into the story ‣ Interactive Ad





Non-Linear Overlay Ad Unit


‣ Standard IAB Unit ‣ Non Obtrusive

‣ Contextual/Behavioral

Pre Roll Ad


‣ Standard IAB Unit ‣ Non Obtrusive

‣ Contextual/Behavioral

‣ Cross Promotional

Overlay Ad


“Hulu for Comics”

‣ Hulu delivers 360% more IMPs than Google with 19% of Traffic

‣ Free Select Books, Revenue from Ads, Premium Subscriptions & Micro-transactions (Similar to Hulu/Netflix)

‣ Share Revenue with Publishers & Creators (Long Tail)

‣ In Discussions with: Taco Bell, Lexus, XBOX and P&G


Pop Culture Market is Truly the “Big” Opportunity


Pop Culture Components


Comics

Movies TV Video Games

Fashion Sports Music Travel

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Unique Social Graph


Facebook Everyone Ive Ever Known

FoursquareEveryone That I Run Into

TwitterEveryone I Want to Know

Graphic.lyEveryone I Entertain Or Am

Entertained By

Summary‣ Become the “Hulu for Pop Culture” vs. “iTunes for Comics”

‣ Free Select Books, Revenue from Ads, Premium Subscriptions & Micro-transactions (Similar to Hulu/Netflix)

‣ In Discussions with Taco Bell, Lexus, XBOX and P&G.

‣ Cash flow positive via comic book sales within 9 - 12 months

‣ Long term Opportunity is media discovery within pop culture


A Super Team


Micah Baldwin - CEO and Co-FounderGraphic.ly is Micah’s sixth startup, having sold Current Wisdom in 2007. Most recently, Micah helped Lijit Networks grow from 11M monthly page views to more than 350M in 18 months. A frequent speaker and recognized industry leader, Micah has appeared on CNN and in leading publications.

Dan Graham - Director of Operations and FinanceDan Graham runs day-to-day operations, and oversees the finances at Graphic.ly. Dan has an extensive background in digital music and movie distribution having built, launched and managed several mobile and web properties for such companies as MTV, Sony Pictures, and Warner Music.

Charley Hine - Director of Product Delivery and TechnologyCharley led product for Zed, the leading ringtone provider, giving him a deep understanding of digital content. Having focused on building consumer focusing software for most of his career, Charley brings a unique blend of product development and technology experience to Graphic.ly.

David M. Uslan - Director of Publisher and Content RelationsDavid is a second generation comic book fan. His father, Michael Uslan is the executive producer on all the Batman movies among others, a comic book writer and professor. David is represented by WME, and has a long history and deep relationships in the comic book world and the entertainment space.

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Fund-Raising


Series A Focus:‣ Raised $1.2M in a Series A in December 2009, Led by DFJ Mercury. ‣ Additional Investments from: Starz Media, Northstar Capital, Chris Sacca, David Cohen, Dave McClure, Jake Nickell and Paige Craig

Series A-1 Focus:‣ Due to investor demand & market opportunities, opened a Series A1‣ Raising $2.5M in a Series A1, with $1.75M committed‣ Expanding development team for web and ad tech‣ Allows for deep dive on ad space and beginning of Phase II‣ Fund operations for an additional 18 months

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Thank You


Micah BaldwinCEO

Graphic.ly720-248-8499

[email protected]@micah

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