Transcript Trent Gardner CEO Ata Hassan, Jr. CTO Prohaska Consulting

Confidential – Do Not Distribute – Presented to NAR Reach
#Home is a data-driven
marketing platform to engage
homeowners at any point in
the real estate lifecycle
Confidential – Do Not Distribute
Typical homeowner sells his or her home every five to seven years and the
average individual will move 11.7 times during his or her lifetime.
Vendigi
Opportunity
Problem
Solution
Market
Approach
Forecast
Team
Next Steps
Contact
Hire
Real Estate
Agent
Move into
Home
Remodel
Home
2015
Search for
Homes
Online
2021
Purchase a
Home
Live in
Home
Sell Home
Digital Audiences
Programmatic advertisers rely upon digital audience
data to deliver their ad to people interested in their
products and services.
Programmatic advertising is the fastest growing sector
of online advertising – 42% CAGR
Confidential – Do Not Distribute
$30 billion market comprised of…
Advertisers like these…
Are unable to reach their
most coveted digital audiences
Home buyers, sellers, owners, renters
and real estate agents across…
Social
Web
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The Holy Grail of Data
• Multiple Listing Services (MLS) are the backbone for
80% of all real estate transactions
• First party audiences of buyers, sellers, renters, and
agents are locked away in these fragmented systems
• $30B of advertising dollars are chasing these
audiences but have no access to this data
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How We Get to It
• Vendigi provides a complimentary platform to the MLS
for real estate brokers to monitor consumer engagement
with their listing content
• Platform demonstrates marketing value of the real estate
broker and the agent to their customer – the seller
• In return, Vendigi granted exclusive access to harvest and
monetize broker, buyer, seller, and renter audience data
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Now, a $30 billion market comprised of…
Advertisers like these…
Are
to reach
their
PAYunable
Vendigi
to target
most coveted
digital
audiences
these…
Home buyers, sellers, owners, renters,
and real estate agents across…
Social
Web
Confidential – Do Not Distribute
Audience Data
Market Opportunity
• Over $750M in annual ad
spend from these two
retailers alone
Problem
• Wrong ad to the wrong
person via the wrong
medium at the wrong
time
Connect digitally with the right person at
the right time…
• new homeowners and home sellers
• homeowners with remodeling permits
• homeowners with multiple properties
• homeowners with recent home equity
lines
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Audience Data
Market Opportunity
• Financial institutions spend
over $7B in advertising
Problem
• Lucrative mortgage leads
only offline
• High value targets are
contacted too late via the
wrong medium
Ability to target mortgage leads
digitally, across the Internet –
Proprietary access to individuals
with high rate mortgages, ARM
loans, significant equity, upside
down, etc.
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Audience Data
Market Opportunity
• Advertising spend
doubled to $200M in
2014 by the big three
Problem
• Unable to deliver their
ads to agents, i.e., their
customers, while they
are online
Proprietary audiences of real
estate agents and brokers
harvested from shielded
MLS systems opens
tremendous opportunity
Confidential – Do Not Distribute
MLS
Systems
1st Party Data
• Highest quality buyer and seller audiences
• Never-before harvested buyer/seller/agent audiences
• Highly guarded systems
Patent
Awarded
Real Estate
Websites
Transaction
Mgmt
1st Party Data
• National and international buyers and sellers
• Brokers monetize their content
1st Party Data
• Never-before harvested buyer/seller audiences
• Timely audience segments from submitting an offer
to moving in the home
Property & Offline to Online
Mortgage
Patents
Pending
• Hundreds of unique property segments
• Novel insights: mortgage type, interest rate reset
date, equity amount, remodel permits, etc.
Confidential – Do Not Distribute
Strategic Plan
Phase 1
Build
Audiences
Millions
70
60
PHASE 3 LAUNCH
Signed 19 MLS’s
in 6 months –
30% of the
market
Phase 2
Ad Platform
Integrations
Audience
50
40
30
PHASE 1 LAUNCH
PHASE 2 LAUNCH
20
10
Phase 3
Revenue
Generation
0
Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15
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Market Approach
Building
Audiences
Consuming
Audiences
• Adoption by real estate
community yielding national and
international traction
• Partnering with #1 Public Record
Provider
• ‘Always-On’ provider in Data
Management Platforms
• Evangelize with Brands and
Agency Trading Desks
• ‘Self-serve’ platform for
regional advertisers
Vendigi Audience Expansion
Signed
Contract Review
In Talks
Confidential – Do Not Distribute
Vendigi Five Year Forecast
$80
Audience-based
Revenue Model
$70
/ 1000 X CPM
Million
$60
Local Ad Rev
National Ad Rev
$50
$40
$30
132M
2.4M
Homeowners
Homebuyers &
Sellers
50M
Casual
Shoppers
6.6M
Mortgage
Analytics
$20
$10
$0
Year 1
1 territory
Year 2
4 territories
Year 3
12 territories
Year 4
16 territories
Year 5
25 territories
Confidential – Do Not Distribute – Presented to Peterson Ventures
Vendigi Three Year Forecast
$13M
•
•
•
•
1M uniques
$1 CPM audience data
10 impression cap
$10K/week audience
data spend
Annual Revenue
Programmatic
Campaign Assumptions
25
Customers
$5.2M
10
Customers
$1.56M
3
Customers
Year 1
Year 2
Year 3
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Our Competition
Online
Audience
Home Buyers
Home Sellers
Real Estate Agents
Mortgage Insights
Property
Characteristics
Zillow
Acxiom
Experian
Vendigi
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Confidential – Do Not Distribute
2014 Second Half Achievements
• Raised initial angel round
• Signed 19 MLS organizations – represents audience of 300K brokers and agents
• 40 real estate publishers implemented 1st party audience tracking – over 8M monthly uniques
• Began 90 day evaluation period with CoreLogic for Digital Farming – over 40M monthly uniques
• Entry into international markets with global syndicator WorldPosting
Confidential – Do Not Distribute
18-Month Roadmap
• Add key team members for Vendigi Audience Data Sales, Marketing, and Partnerships resulting in 8 customers
• Corelogic partnership to introduce Digital Farming – over 100M monthly uniques
• Add 30 MLS organizations – expand audience to over 800K brokers and agents
• Add 40 real estate publishers – increasing audience to over 40M monthly uniques
• Add 80 international real estate sites with 1st party tracking – Europe, Asia, and South America
• Real estate industry PR and marketing campaign spanning MLSs, national brokers, and trade groups
• New patent filings
Confidential – Do Not Distribute
Team Vendigi
The team has worked together over the last 12 years developing software solutions as a preferred vendor for the top
technology companies in the real estate space including First American, CoreLogic, Fidelity National, and Black Knight
Financial (formerly LPS). Key to the success of Vendigi, the team has far-reaching relationships in the Multiple Listing Service
(MLS) and real estate communities. These relationships and protected IP open the door for a unique opportunity to
monetize real estate and mortgage data – a first to market advantage that prevents a significant barrier of entry for others to
follow.
Vendigi has engaged Prohaska Consulting as an advisor bringing extensive experience in digital and broadcast media with
an emphasis in programmatic advertising. Matt Prohaska, the principle, created the online media practice at Omnicom Media
Group, one of the nation’s top agencies, and was also the former Programmatic Ad Director for the New York Times.
Trent Gardner
Ata Hassan, Jr.
Prohaska Consulting
WAV Group Consulting
CEO
CTO
Programmatic Advisors
MLS Public Relations
Confidential – Do Not Distribute
Programmatic Advertising
Publisher
Real-Time
Bidding
Engine, aka
DSP
Ad Server
Publisher
Consumers
Publisher
Audience
Data, aka
DMP
Vendigi
Audience
Data
Confidential – Do Not Distribute
Contact Us
Trent Gardner
CEO & Co-Founder
[email protected]
858-353-4243
Confidential – Do Not Distribute