This is the one that didn't work out. Read the blog post here: https://medium.com/@DanielleMorrill/welcome-brad-feld-to-the-mattermark-team-announcing-our-6-5m-series-a-dd9532fc1b39

1. MATTERMARK
organizing the world’s business information
Mattermark 2014 - privileged and confidential, do not distribute

2. Mattermark 2014 - privileged and confidential, do not distribute
FOUNDERS
KEVIN MORRILL CTO
DANIELLE MORRILL CEO
ANDY SPARKS COFOUNDER
- acquired first 100,000Twilio customers
- 10 years at Microsoft, directed 50+ engineers
- founded LaunchGram (500 Startups)

3. are making!
spreadsheets
the greatest minds!
of my generation
Mattermark 2014 - privileged and confidential, do not distribute

4. knowledge workers!
are a human API
Mattermark 2014 - privileged and confidential, do not distribute
internal data
paid research
public data
free data
content
+ = spreadsheet
“I couldn't do my job without Google and a spreadsheet”

5. asking & re-asking the!
same questions
Mattermark 2014 - privileged and confidential, do not distribute
re-writing the same queries!
!
re-running the same reports

6. venture capital
private equity
financial markets
sales & marketing
global business processes
$40M
$40B
$100B+
$4B
$400M
Mattermark 2014 - privileged and confidential, do not distribute
expensive questions, queries & reports

7. There has to be a more !
intelligent
way to do this
Mattermark 2014 - privileged and confidential, do not distribute

8. pre-made spreadsheets!
!
pre-answered common questions!
!
re-run reports automatically
1ST MARKET: PRIVATE INVESTORS

9. QUARTERLY REVENUE
inmillions
0.0
0.2
0.4
0.6
0.8
1.0
1.2
1.4
Q3 '13 Q4 '13 Q1 '14 Q2 '14 Q3 '14 Q4 '14 Q1 '15 Q2 '15 Q3 '15 Q4 '15
Subscription Enterprise Subscription Projection Enterprise Projection
Mattermark 2014 - privileged and confidential, do not distribute
Plan: grow self-service subscription 33% quarterly
Add 1 new enterprise account per quarter through Q1 2015!
Add 2 new enterprise accounts per quarter Q2 2015 onward

10. ACCOUNTS
0
200
400
600
800
1,000
1,200
1,400
June '13 July '13 Aug '13 Sept '13 Oct '13 Nov '13 Dec '13
Paying Subscribers Enterprise Seats FreeTrial Founders
Mattermark 2014 - privileged and confidential, do not distribute
Paid subscribers growing 31% MoM, Enterprise seats growing 71% MoM!
Total accounts growing 40% MoM

11. MONTHLY ACTIVE USERS
0
150
300
450
600
0%
10%
20%
30%
40%
50%
60%
70%
80%
July '13 Aug '13 Sept '13 Oct '13 Nov '13 Dec '13
% of Unexpired Accounts # Active Users
78%
73%
66%
70%
59%
43%43%
59%
70%
66%
73%
78%
Mattermark 2014 - privileged and confidential, do not distribute

12. MATTERMARK PRO USAGE
0%
13%
27%
40%
53%
67%
80%
0
100
200
300
400
500
600
July '13 Aug '13 Sept '13 Oct '13 Nov '13 Dec '13
# Users WhoViewed Company # Users Who Searched
% UsersViewed Company % Users Searched
74%
66%63%65%
57%
12%
56%55%
46%49%50%
34%
12%
57%
65% 63% 66%
74%
34%
50% 49% 46%
55% 56%
Mattermark 2014 - privileged and confidential, do not distribute

13. finance is just the beginning
Revenues
!
Morningstar - $658M (2012)!
!
S&P Capital IQ - $1B (2011)!
!
Dow Jones - $1.5B (2009, prior to NewsCorp acquisition)!
!
Gartner - $1.6B (2012)!
!
Bloomberg - $7.9B (2012) - terminal is 85%!
!
Thomson Reuters - $13.3B (2012)
Mattermark 2014 - privileged and confidential, do not distribute

14. venture capital
private equity
financial markets
sales & marketing
global business processes
$40M
$40B
$100B+
$4B
$400M
Mattermark 2014 - privileged and confidential, do not distribute
already much more than a VC tool
PAID CUSTOMER!
DEVELOPMENT

15. join our team

16. APPENDIX
Mattermark 2014 - privileged and confidential, do not distribute

17. WEEKLY ACTIVE USERS
0
75
150
225
300
0%
6%
13%
19%
25%
31%
38%
44%
50%
6/30 7/14 7/28 8/11 8/25 9/8 9/22 10/6 10/20 11/3 11/17 12/1 12/15 12/29 1/12
% of All Unexpired Accounts # Active Users
Mattermark 2014 - privileged and confidential, do not distribute

18. MONTHLY PAID CHURN RATE
0%
4%
8%
12%
16%
20%
NumberofAccount
0
20
40
60
80
100
June '13 July '13 Aug '13 Sept '13 Oct '13 Nov '13 Dec '13
Total Churned Total Paying Monthly Churn Rate
2%3%
4%
6%
10%
16%
141414121150
16%
10%
6%
4%
3% 2%
Mattermark 2014 - privileged and confidential, do not distribute
paid accounts churned, by signup month

19. GOTO MARKET

20. EMAIL SUBSCRIBERS = LEADS
0
2000
4000
6000
8000
0%
10%
20%
30%
40%
50%
60%
70%
80%
June '13 July '13 Aug '13 Sept '13 Oct '13 Nov '13 Dec '13
New Subscribers Monthly Growth Rate Free Mattermark Email Subscribers
14%
8%
13%
17%
47%
71%71%
47%
17%
13%
8%
14%
Mattermark 2014 - privileged and confidential, do not distribute

21. NEWSLETTER READERSHIP
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
%ofAllSubscribers
0%
10%
20%
30%
40%
50%
60%
July '13 Aug '13 Sept '13 Oct '13 Nov '13 Dec '13
Email Open Rate Email Opens Email Clicks Total Free Subscriptions
51%
48%48%48% 48%
51%
Mattermark 2014 - privileged and confidential, do not distribute

22. WEBSITE ACQUISITION FUNNEL
0%
5%
10%
15%
20%
25%
June '13 July '13 Aug '13 Sept '13 Oct '13 Nov '13 Dec '13
22%
8%
4% 4%
5%
3% 3%
2% 1% 1% 1%
3%
1% 1%
Conversion to MattermarkTrial Conversion Rate to Newsletter
Mattermark 2014 - privileged and confidential, do not distribute
data points collected, by source
10/8 - 10/22
removed credit card!
requirement to sign up

23. SIGNUP PAGE CONVERSION RATE
%VisitsResultinginaNewAccount
0%
5%
10%
15%
20%
25%
30%
35%
40%
0
500
1,000
1,500
2,000
2,500
3,000
3,500
July '13 Aug '13 Sept '13 Oct '13 Nov '13 Dec '13
Signup PageViews Signup Page Conversion
40%
35%36%
18%
7%
5%
590602
918925
3,048
2,884
5%
7%
18%
36% 35%
40%
Mattermark 2014 - privileged and confidential, do not distribute
released new design!
new signup page

24. TRIALTO PAID CONVERSION
0%
10%
20%
30%
40%
50%
60%
0
200
400
600
800
1,000
1,200
June '13 July '13 Aug '13 Sept '13 Oct '13 Nov '13 Dec '13
Overall Conversion to Paid Trials w/ No Credit Card Trials w/ Credit Card
Trial w/ CC Conversion to Paid
19%
22%24%
26%
29%
53%
396
334
260
200
119369
1,033
860
723
449
361
247
129
5%6%6%
8%7%7%
53%
29%
26%
24% 22%
19%
7% 7% 8%
6% 6% 5%
Mattermark 2014 - privileged and confidential, do not distribute

25. LESSONS LEARNED
FROM 6 MONTHS OF SAAS SALES:
!
TRIAL ACCOUNTS W/OUT CREDIT CARD INFO
UP FRONT RARELY CLOSE!
!
MAKE IT CLEAR WHENYOU ARE CHARGING
PEOPLE, ORTHEY WILL CHURN!
!
30 DAYTRIAL != 30 DAYSTO CLOSE!
!
UPSELLING, DO IT.
Mattermark 2014 - privileged and confidential, do not distribute

26. HIRING PLAN

27. Mattermark 2014 - privileged and confidential, do not distribute
CURRENT (9)
Kevin!
CTO
privileged and confidential
Mattermark, October 2013
Danielle!
CEO
Head
of Sales
Andy
(Ops)
Ben (Inside Sales, Support, !
Account Management)
Taylor (Inside Sales, Support,!
Account Management)
Sequoia (Data Quality,
Sales Support, Lead Gen)Nikhil (backend dev)
Clare (full stack, data scientist)
Bryan (back end, data scientist)
Prospecting!
Data QA lead!
Support lead
ARR: $550K

28. Mattermark 2014 - privileged and confidential, do not distribute
6 MONTHS (18)
Kevin!
CTO
privileged and confidential
Mattermark, October 2013
Danielle!
CEO
GOAL: unpacking multi-role people, especially Danielle
+1 full stack
+1 DB expert
+1 front-end
Head
of Sales
+1 account mgr
Head of
Ops
+1 support
+1 researcher
Head of
Growth
Office!
Mngr
+1 writer
+1 prospecting
Andy
(Ops)
ARR: $1.2M

29. Mattermark 2014 - privileged and confidential, do not distribute
12 MONTHS (26)
Kevin!
CTO
privileged and confidential
Mattermark, October 2013
Danielle!
CEO
GOAL: leadership in key established team, growth experiments
+1 data scientist
+1 security, +1 mobile
Head
of Sales
+1 inside rep
+1 account mgr
+1 leadership
Head of
Ops
+1 account mgr
+1 support
+1 data QA
+1 leadership
Head of
Growth
+1 full stack marketer
+1 qualifying
ARR: $2M
Andy
Andy
(Ops)
Office!
Mngr

30. Mattermark 2014 - privileged and confidential, do not distribute
18 MONTHS (35)
Kevin!
CTO
privileged and confidential
Mattermark, October 2013
Danielle!
CEO
GOAL: predictable revenue engine, reliable product roadmap
+1 full stack, +1 mobile
+1 front-end
Head
of Sales
+1 inside rep
+1 account mgr
Head of
Ops
+1 account mgr
+1 support
Head of
Growth
+1 full stack marketer
+1 leadership
+1 prospecting
ARR: $5M
Andy
Andy
(Ops)
Office!
Mngr

31. Team
Monthly
Headcount
Expense
Add 30% for
G&A +
Marketing
Cash Required for
Operations
Projected
Quarterly
Revenue
Quarterly Burn
Q1 2014 9 $108,000 $140,400 $421,200 $185,000 $236,200
Q2 2014 14 $168,000 $218,400 $655,200 $201,000 $454,200
Q3 2014 18 $216,000 $280,800 $842,400 $324,000 $518,400
Q4 2014 22 $264,000 $343,200 $1,029,600 $422,000 $607,600
Q1 2015 26 $312,000 $405,600 $1,216,800 $549,000 $667,800
Q2 2015 31 $372,000 $483,600 $1,450,800 $726,000 $724,800
Q3 2015 35 $420,000 $546,000 $1,638,000 $954,000 $684,000
Q4 2015 40 $480,000 $624,000 $1,872,000 $1,248,000 $624,000
TOTAL $9,126,000 $4,609,000 $4,517,000
SIMPLE BUDGET
Assumptions: Average $12,000/month expense per employee!
Prefer to pad cash requirement and raise 25-50% more than needed ($5.6 - 6.75 Million)
why we are targeting a $5-7 Million series A fundraise

32. COMPOUNDING IS POWERFUL
inmillions
0
20
40
60
80
100
120
140
2013 2014 2015 2016 2017 2018
Data Subscription Enterprise
Mattermark 2014 - privileged and confidential, do not distribute
what happens if we take the quarterly revenue plan and
extend it out into the future?