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Mint Measure

Summary edit edit source

Making ad spend analytics easy to understand for every marketer


  • $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 edit edit source

79% of marketers struggle to interpret and apply data analytics to improve marketing ROAS. edit edit source

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 edit edit source

Simple, actionable ad analytics edit edit source

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 edit edit source

How it works edit edit source

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 edit edit source

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 edit edit source

By the numbers edit edit source

Revenue edit edit source

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

Customers edit edit source

  • 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 edit edit source

Core Analytics Platform edit edit source

Serving clients for ~18 months

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

Repackage products edit edit source

  • 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 edit edit source

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

Staff & Growth edit edit source

Hired first 2 staff

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

Partnerships edit edit source

  • 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 edit edit source

Customer segments edit edit source

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

Facts about attribution edit edit source

  • 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 edit edit source

Monthly fee and pay-per-use options edit edit source

Option 1: Monthly Fee (SaaS) edit edit source

  • 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 edit edit source

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

Market edit edit source

Attribution companies intersect: edit edit source

Analytics + digital identity + data sales edit edit source

  • 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 edit edit source

Competitive landscape edit edit source

Vision and strategy edit edit source

What we'll achieve with your investment edit edit source

Core Analytics (SaaS) edit edit source

  • 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 edit edit source

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

Use of Funds edit edit source

Team Marketing edit edit source

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

Capx edit edit source

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

Marketing edit edit source

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

Other edit edit source

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

Funding edit edit source

Founders edit edit source

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 edit edit source

Scott Konopasek

Founder

Alex Netelkos

Head of Product & Analytics

Keoni Murray

Lead Engineer

Brandon Beck

Business Development Representative


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