Editing Mint Measure

'''Making ad spend analytics easy to understand for every marketer'''

== Summary ==

* $930K lifetime revenue (historical & contracted)
* Hired first two full-time employees in 2022 (Engineer & BDR)
* Raised $200K in pre-seed round in late 2021
* Four active clients, two signed LOIs, $350k in weighted sales pipeline
* Fully automated reporting UI launched Q4 2021 (manual work cut 90% YoY)
* Approached by two companies for acquisition in 2022 (both declined)
* Added 5x CEO Bill Eichen as advisor in Jan 2022 (MD @ GimmelFund)

== Problem ==

=== 79% of marketers struggle to interpret and apply data analytics to improve marketing ROAS. ===
This is due to specialized knowledge requirements and lack of analytical staff.*

As a result, advertisers either forego buying analytics tools or use biased platform data to evaluate ad spend effectiveness.

<nowiki>*</nowiki>emarketer study 2019

== Solution ==

=== Simple, actionable ad analytics ===
'''Mint Measure’s ad analytics platform provides easy-to-read charts and pre-analyzed insights so any marketer knows what’s working.'''

Prescriptive recommendations make optimizations easy and actionable.

We help brands know which ad channels are driving results and how to optimize.

Here's a look at our UI and reports:

== Product ==

=== How it works ===
Mint Measure's tech is placed in each ad platform for a brand, and we monitor ad delivery and actions taken by users. 

This data is cleaned and transformed into easy-to-read charts. Insights give context, and recommendations are provided for the client to take action.

=== Mint Measure’s unfair advantage ===
We created a new way to process data to deliver 80% of the value of the enterprise solutions at 20% of the cost.

Our unique methodology quantifies what's working and where marketers should allocate ad budgets to drive growth with these proprietary metrics:

* Incremental reach
* iCPM - cost of incremental reach
* Incremental conversions
* iCPA - cost per incremental conversion

== Traction ==

== By the numbers ==

=== Revenue ===

* 2020 revenue - $47,500
* 2021 revenue - $321,000
* 2022 bookings - $506,000 (+53% YoY)
** $149K ARR + $357K Pay-per-use

=== Customers ===

* 4 active clients
* Q4 2021 closed 2 new deals
* Q2 2022 forecast – 4 new deals ($10k MRR)
* 4 proposals out for approval; strong sales pipeline

=== Where we are today ===
Core Analytics Platform

Serving clients for ~18 months

* $930K lifetime revenue
* $506K booked so far for 2022

Repackage products

* Parsed analytics into 3 SaaS products to align with client needs and stages of growth
* Launched new SaaS website in February, with ability for customer to purchase online

Data Sales

* Upsold a current client to begin using audience data
* 3 upcoming pilot campaigns with brands for data sales

Staff & Growth

Hired first 2 staff

* Sales Rep; has been 1st sales rep 3x
* Lead Engineer

Partnerships

* Developing long term partnership with High There/CannaGrowth platform to serve as their dedicated analytics provider
* Expanding relationships with ad agencies to gain client referrals

== Customers ==

== Customer segments ==

=== We service brands spending $400k–$30M per year on advertising. ===

=== Facts about attribution ===

* 70% say cost justification is a challenge
* 78% of marketers plan to adapt of increase their use of cross channel attribution
* Only 39% of companies are carrying out attribution on ‘all or most’ of their marketing activities (Source: econsultancy)
* 70% of businesses are now struggling to act on the insights they gain from attribution (Source: AdRoll)
* 42% of marketers report attribution manually using spreadsheets (Source: econsultancy)
* 53.3% say a minimal understanding is the main challenge of effective marketing attribution (Source: Ruler Analytics)

== Business model ==

== Monthly fee and pay-per-use options ==

=== Option 1: Monthly Fee (SaaS) ===

* 3 tiers of product 
** $699 ($500K ad spend)
** $1,249 ($1M ad spend)
** $2,499 ($2M+ ad spend)
* Currently our GTM for 2022

=== Option 2: Pay-Per-Use ===

* For ad agencies only
* Rates range from $0.50-$1.00 CPM
* Yields 30% increased profit

== Market ==

== Attribution companies intersect: ==

=== Analytics + digital identity + data sales ===

* Nielsen – $6B Revenue
* Neustar – $575M Revenue
* LiveRamp – $443M Revenue

Companies that offer all 3 earn 20–50x higher revenues than single-service companies

* 18 month SOM* - $2M ARR
* 6 year SOM* - $92M ARR

<nowiki>*</nowiki>SOM is project growth

== Competition ==

== Competitive landscape ==

== Vision and strategy ==

== What we'll achieve with your investment ==
Core Analytics (SaaS) 

* Finalize product market fit; repeatable sales processes
* Add $750K ARR in 12 months
* Incorporate client feedback to improve platform usability 
* Continue automating workflows and scale prep

Data Sales & Identity 

* Build pipes & automate data workflows for data sales 
** Create integrations into top 5 DSPs 
* Add $150k in data sales revenue

=== Use of Funds ===

=== Team Marketing ===

* Biz Dev & Account Executives (23%)
* Data engineer (22%)
* Data Analyst (11%)

=== Capx ===

* Databricks & Azure (7%)
* ID5 & Experian (4%)

=== Marketing ===

* SEO & paid search (7%)
* Content marketing (5%)
* Industry conferences (3%)

=== Other ===

* Legal (2%)
* Office supplies (1%)
* Discretionary (15%)

== Funding ==

* Joe Zawadzki - Former CEO & Co-Founder at MediaMath, GP at Aperiam Ventures (<nowiki>https://www.linkedin.com/in/jzawadzki/</nowiki>)
* Erich Wasserman - Co-Founder at MediaMath & Rigor (<nowiki>https://www.linkedin.com/in/erichwasserman/</nowiki>)
* Andy Kemp - Managing Partner at KORTX (<nowiki>https://www.linkedin.com/in/kemperdrew/</nowiki>)
* Erik Stubenvoll - Managing Director at KORTX (<nowiki>https://www.linkedin.com/in/erik-stubenvoll/</nowiki>)

== Founders ==
'''Scott Konopasek'''

''CEO / Platform Creator''

11 years in Adtech

* Built Mint to solve the pain points he experienced
* Performance marketer & analytics expert
* Track record driving double-digit growth for clients
* Process-driven thinker 

'''Alex Netelkos'''

''CPO / Product, Data, and Analytics''

7 years in AdTech

* Analytics Lead at DSP MediaMath for clients Walmart, Home Depot and Proctor & Gamble
* Led creation of MediaMath’s SOURCE Reporting Dashboard
* Experience in analytics, client services and product development

== Mint Measure Team ==
'''Scott Konopasek'''

Founder

'''Alex Netelkos'''

Head of Product & Analytics

'''Keoni Murray'''

Lead Engineer

'''Brandon Beck'''

Business Development Representative