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.

*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

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