Mint Measure: Difference between revisions
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'''Making ad spend analytics easy to understand for every marketer''' | '''Making ad spend analytics easy to understand for every marketer''' | ||
[[File:Mintmeasurelogo.png|thumb]] | |||
== Summary == | == Summary == | ||
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Here's a look at our UI and reports: | Here's a look at our UI and reports: | ||
[[File:81dac9f2fad9c07adc328ba9105eefb787c70cf.png]] | |||
== Product == | == Product == | ||
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This data is cleaned and transformed into easy-to-read charts. Insights give context, and recommendations are provided for the client to take action. | 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 === | === Mint Measure’s unfair advantage === | ||
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== Traction == | == Traction == | ||
== By the numbers == | === By the numbers === | ||
=== Revenue === | ==== Revenue ==== | ||
* 2020 revenue - $47,500 | * 2020 revenue - $47,500 | ||
| Line 58: | Line 63: | ||
* 2022 bookings - $506,000 (+53% YoY) | * 2022 bookings - $506,000 (+53% YoY) | ||
** $149K ARR + $357K Pay-per-use | ** $149K ARR + $357K Pay-per-use | ||
[[File:36d80221b9f374b46716da358c69259a13a57498.png]] | |||
=== Customers === | ==== Customers ==== | ||
* 4 active clients | * 4 active clients | ||
| Line 67: | Line 73: | ||
=== Where we are today === | === Where we are today === | ||
==== Core Analytics Platform ==== | |||
Serving clients for ~18 months | Serving clients for ~18 months | ||
| Line 74: | Line 80: | ||
* $506K booked so far for 2022 | * $506K booked so far for 2022 | ||
Repackage products | ==== Repackage products ==== | ||
* Parsed analytics into 3 SaaS products to align with client needs and stages of growth | * 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 | * Launched new SaaS website in February, with ability for customer to purchase online | ||
Data Sales | ==== Data Sales ==== | ||
* Upsold a current client to begin using audience data | * Upsold a current client to begin using audience data | ||
* 3 upcoming pilot campaigns with brands for data sales | * 3 upcoming pilot campaigns with brands for data sales | ||
Staff & Growth | ==== Staff & Growth ==== | ||
Hired first 2 staff | Hired first 2 staff | ||
| Line 91: | Line 94: | ||
* Lead Engineer | * Lead Engineer | ||
Partnerships | ==== Partnerships ==== | ||
* Developing long term partnership with High There/CannaGrowth platform to serve as their dedicated analytics provider | * 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 | * Expanding relationships with ad agencies to gain client referrals | ||
| Line 101: | Line 103: | ||
=== We service brands spending $400k–$30M per year on advertising. === | === We service brands spending $400k–$30M per year on advertising. === | ||
[[File:1695e004504aa2cec410d737a7517bbda9329bc.png]] | |||
=== Facts about attribution === | === Facts about attribution === | ||
* 70% say cost justification is a challenge | * '''70%''' say cost justification is a challenge | ||
* 78% of marketers plan to adapt of increase their use of cross channel attribution | * '''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) | * 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) | * '''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) | * '''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) | * '''53.3%''' say a minimal understanding is the main challenge of effective marketing attribution (Source: Ruler Analytics) | ||
== Business model == | == Business model == | ||
== Monthly fee and pay-per-use options == | === Monthly fee and pay-per-use options === | ||
=== Option 1: Monthly Fee (SaaS) === | ==== Option 1: Monthly Fee (SaaS) ==== | ||
* 3 tiers of product | * 3 tiers of product | ||
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* Currently our GTM for 2022 | * Currently our GTM for 2022 | ||
=== Option 2: Pay-Per-Use === | ==== Option 2: Pay-Per-Use ==== | ||
* For ad agencies only | * For ad agencies only | ||
| Line 131: | Line 134: | ||
== Market == | == Market == | ||
== Attribution companies intersect: == | === Attribution companies intersect: === | ||
=== Analytics + digital identity + data sales === | ==== Analytics + digital identity + data sales ==== | ||
* Nielsen – $6B Revenue | * Nielsen – $6B Revenue | ||
| Line 143: | Line 146: | ||
* 18 month SOM* - $2M ARR | * 18 month SOM* - $2M ARR | ||
* 6 year SOM* - $92M ARR | * 6 year SOM* - $92M ARR | ||
[[File:5f40067d93a8cebfcf709cd3b5215e5401b8986.png]] | |||
<nowiki>*</nowiki>SOM is project growth | <nowiki>*</nowiki>SOM is project growth | ||
| Line 148: | Line 152: | ||
== Competition == | == Competition == | ||
== Competitive landscape == | === Competitive landscape === | ||
[[File:010b502a817b5d16e3c37db3a05eaed232a0b9c6.png]] | |||
== Vision and strategy == | == Vision and strategy == | ||
== What we'll achieve with your investment == | === What we'll achieve with your investment === | ||
==== Core Analytics (SaaS) ==== | |||
* Finalize product market fit; repeatable sales processes | * Finalize product market fit; repeatable sales processes | ||
* Add $750K ARR in 12 months | * Add $750K ARR in 12 months | ||
| Line 160: | Line 165: | ||
* Continue automating workflows and scale prep | * Continue automating workflows and scale prep | ||
Data Sales & Identity | ==== Data Sales & Identity ==== | ||
* Build pipes & automate data workflows for data sales | * Build pipes & automate data workflows for data sales | ||
** Create integrations into top 5 DSPs | ** Create integrations into top 5 DSPs | ||
| Line 168: | Line 172: | ||
=== Use of Funds === | === Use of Funds === | ||
=== Team Marketing === | ==== Team Marketing ==== | ||
* Biz Dev & Account Executives (23%) | * Biz Dev & Account Executives (23%) | ||
| Line 174: | Line 178: | ||
* Data Analyst (11%) | * Data Analyst (11%) | ||
=== Capx === | ==== Capx ==== | ||
* Databricks & Azure (7%) | * Databricks & Azure (7%) | ||
* ID5 & Experian (4%) | * ID5 & Experian (4%) | ||
=== Marketing === | ==== Marketing ==== | ||
* SEO & paid search (7%) | * SEO & paid search (7%) | ||
| Line 185: | Line 189: | ||
* Industry conferences (3%) | * Industry conferences (3%) | ||
=== Other === | ==== Other ==== | ||
* Legal (2%) | * Legal (2%) | ||
| Line 193: | Line 197: | ||
== Funding == | == Funding == | ||
* Joe Zawadzki - Former CEO & Co-Founder at MediaMath, GP at Aperiam Ventures (<nowiki>https://www.linkedin.com/in/jzawadzki/</nowiki>) | * 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 (<nowiki>https://www.linkedin.com/in/erichwasserman/</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 (<nowiki>https://www.linkedin.com/in/kemperdrew/</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 (<nowiki>https://www.linkedin.com/in/erik-stubenvoll/</nowiki>) | * Erik Stubenvoll - Managing Director at KORTX [https://www.linkedin.com/in/erik-stubenvoll/ (<nowiki>https://www.linkedin.com/in/erik-stubenvoll/</nowiki>)] | ||
== Founders == | == Founders == | ||
[[File:Scott Konopasek.png|250x250px]] | |||
'''Scott Konopasek''' | '''Scott Konopasek''' | ||
| Line 209: | Line 215: | ||
* Track record driving double-digit growth for clients | * Track record driving double-digit growth for clients | ||
* Process-driven thinker | * Process-driven thinker | ||
[[File:Alex Netelkos.png|268x268px]] | |||
'''Alex Netelkos''' | '''Alex Netelkos''' | ||
Revision as of 13:00, 17 July 2022
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.
*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
*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 (https://www.linkedin.com/in/jzawadzki/)
- Erich Wasserman - Co-Founder at MediaMath & Rigor (https://www.linkedin.com/in/erichwasserman/)
- Andy Kemp - Managing Partner at KORTX (https://www.linkedin.com/in/kemperdrew/)
- Erik Stubenvoll - Managing Director at KORTX (https://www.linkedin.com/in/erik-stubenvoll/)
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