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Mint Measure
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== Summary == '''Making ad spend analytics easy to understand for every marketer''' [[File:Mintmeasurelogo.png|thumb]] * $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: [[File:81dac9f2fad9c07adc328ba9105eefb787c70cf.png]] == 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. [[File:C416b18259c182cb277a2fc8f44690b085b1fa79.png]] === 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 [[File:36d80221b9f374b46716da358c69259a13a57498.png]] ==== 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. === [[File:1695e004504aa2cec410d737a7517bbda9329bc.png]] === 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 [[File:5f40067d93a8cebfcf709cd3b5215e5401b8986.png]] <nowiki>*</nowiki>SOM is project growth == Competition == === Competitive landscape === [[File:010b502a817b5d16e3c37db3a05eaed232a0b9c6.png]] == 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 [https://www.linkedin.com/in/jzawadzki/ (<nowiki>https://www.linkedin.com/in/jzawadzki/</nowiki>)] * Erich Wasserman - Co-Founder at MediaMath & Rigor [https://www.linkedin.com/in/erichwasserman/ (<nowiki>https://www.linkedin.com/in/erichwasserman/</nowiki>)] * Andy Kemp - Managing Partner at KORTX [https://www.linkedin.com/in/kemperdrew/ (<nowiki>https://www.linkedin.com/in/kemperdrew/</nowiki>)] * Erik Stubenvoll - Managing Director at KORTX [https://www.linkedin.com/in/erik-stubenvoll/ (<nowiki>https://www.linkedin.com/in/erik-stubenvoll/</nowiki>)] == Founders == [[File:Scott Konopasek.png|250x250px]] '''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 [[File:Alex Netelkos.png|268x268px]] '''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 [[Category:Thesis]] [[Category:Equities]] __INDEX__
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