My keynote presentation from Host Analytics World in 2013 at the Mirage Hotel and Casino in Las Vegas.

1. © 2013 Host Analytics Inc., All Rights Reserved -- Slide 1
Dave Kellogg
Chief Executive Officer
May 2013
Keynote
Leader In Cloud-Based Enterprise
Performance Management

2. © 2013 Host Analytics Inc., All Rights Reserved -- Slide 2
Introduction
Market opportunity
EPM maturity model
Conclusion
topics

3. © 2013 Host Analytics Inc., All Rights Reserved -- Slide 3
Introduction

4. © 2013 Host Analytics Inc., All Rights Reserved -- Slide 4
Whence I Came

5. © 2013 Host Analytics Inc., All Rights Reserved -- Slide 5
Work and Advisory Experience
Growth
Data
Analytics

6. © 2013 Host Analytics Inc., All Rights Reserved -- Slide 6
Why I Joined Host Analytics
Large market opportunity
Amazing customers
Powerful, complete product
Outstanding team
Love of the space
LEADERSCHALLENGERS
NICHE PLAYERS VISIONARIES
SAP
IBM
Host Analytics
Longview
Tagetik
SAP
Infor
Prophix Software
Board International
Bitam
prevero
KCI Computing
completeness of vision
Gartner CPM MQ As of February 2013
abilitytoexecute
Oracle

7. © 2013 Host Analytics Inc., All Rights Reserved -- Slide 7
Industry Recognition
Host Analytics offers the only cloud-based CPM suite included in the MQ that is
built from the ground up as a multitenant SaaS solution. They are benefiting
from the market's increasing acceptance of cloud-based solutions… Host
Analytics customer satisfaction scores were among the highest this year.

8. © 2013 Host Analytics Inc., All Rights Reserved -- Slide 8
Making Customers Successful
Bits vs. Holes Sweating Details Vision

9. © 2013 Host Analytics Inc., All Rights Reserved -- Slide 9
Cloud Model Aligns Interests
-400
-200
0
200
400
600
800
Year 1 Year 2 Year 3 Year 4 Year 5
On-premises
SaaS
Customer Contribution Margin

10. © 2013 Host Analytics Inc., All Rights Reserved -- Slide 10
Building Great Products
Functionality Design Performance Trust Value

11. © 2013 Host Analytics Inc., All Rights Reserved -- Slide 11
Market Opportunity

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The Market Opportunity
-
1.0
2.0
3.0
4.0
5.0
$B
EPM Market Size
0% 10% 20% 30% 40% 50% 60%
Finance
HR
Sales & Service
Social & Collab
Cloud Penetration
Source: Gartner Source: derived from Credit Suisse
A $3B+ growth market that is 5% transformed to the cloud

13. © 2013 Host Analytics Inc., All Rights Reserved -- Slide 13
The Stampede is Imminent
8%
54%
0%
10%
20%
30%
40%
50%
60%
Now In 4 Years
CFOs Willing to Run 50%+ of Xacts in the Cloud
Source: Gartner

14. © 2013 Host Analytics Inc., All Rights Reserved -- Slide 14
Cloud Computing Is Transforming The Enterprise

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Cloud Is A Customer-Led Revolution
Why did you choose software as a service?
Source: Forrester, April 2012, “The Changing Cloud Agenda”

16. © 2013 Host Analytics Inc., All Rights Reserved -- Slide 16
Your Success is Driving Our Success

17. © 2013 Host Analytics Inc., All Rights Reserved -- Slide 17
Cheri Routzahn
Vice President Finance/Controller
• Founded: 1946
• Slogan: Fun with a purpose
• Business: children’s education
and development
• Products
• Magazines
• Clubs
• Gifts and toys

18. © 2013 Host Analytics Inc., All Rights Reserved -- Slide 18
Kevin Burns
Sr Manager, Corporate Accounting
• Founded: 2008
• Daily deals leader
• 10,000+ employees
• $600M revenue in 1Q13
• Public $4.6B market cap

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What is EPM About?
SPEED
Planning
Close
Reporting
Analytics $

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What is EPM Really About?
Empowering managers and teams to do their best
Holding everyone accountable for performance
ACCOUNTABILITY

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What is EPM Really, Really About?
Speed
Improving business performance
Finding insights to improve efficiency or effectiveness
INSIGHT
PROFIT!

22. © 2013 Host Analytics Inc., All Rights Reserved -- Slide 22
A Maslow’s Hierarchy of EPM
Improve performance
Insight into key drivers
Empower managers and teams
Accountability for performance
Execute financial processes with
speed and efficiency
ACCOUNTABILITY
SPEED
INSIGHT

23. © 2013 Host Analytics Inc., All Rights Reserved -- Slide 23
EPM Maturity Model

24. © 2013 Host Analytics Inc., All Rights Reserved -- Slide 24
Transform Your Enterprise Performance
InsightAccountabilitySpeed
Product profitability: +45%
Inventory savings: +$1M
Profitability: +10%
Plan owners: 25  125
Budget accuracy: +12%
Audit cost reduction: $200K
Budget cycle weeks: 12  3
Plan updates/year: 1  4
Faster close & reporting: +60%
Success
Source: Aberdeen Group “Achieving Enterprise Objectives: A Look at Host Analytics’ Customer Performance” and customer case studies

25. © 2013 Host Analytics Inc., All Rights Reserved -- Slide 25
Maturity Model: An EPM Journey
Adapted from Gartner BI maturity model
LEVEL 1
Unaware
LEVEL 2
Opportunistic
LEVEL 3
Standards
LEVEL 4
Enterprise
LEVEL 5
Transformative

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Folks Are Confused

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Why We Need A Maturity Model
Undocumented business processes
No common Chart of Accounts across the business
160 standalone planning systems
No standardization
500 users
From order to fulfillment, sales through supply chain
$€¥£
Ultimate goal to operationalize the operational plan

28. © 2013 Host Analytics Inc., All Rights Reserved -- Slide 28
MATURITYhas nothing to do with
age. Maturity comes
from experiences
mistakes, learning
understanding.&

29. © 2013 Host Analytics Inc., All Rights Reserved -- Slide 29
LEARNING
MISTAKES
UNDERSTANDING
EXPERIENCES AGE=TIME

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It Takes Time And Hard Work

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EPM MATURITY: Level 1
Spreadsheet
& information
anarchy
One-of
model
requests
Appoint
EPM
sponsor
LEVEL 1
Unaware
LEVEL 2
Opportunistic
LEVEL 3
Standards
LEVEL 4
Enterprise
LEVEL 5
Transformative

32. © 2013 Host Analytics Inc., All Rights Reserved -- Slide 32
EPM MATURITY: Level 2
Spreadsheet
& information
anarchy
One-of
model
requests
Appoint
EPM
sponsor
Fix main
business
problem
Roll-out
to limited
users
Document
tactical win
LEVEL 1
Unaware
LEVEL 2
Opportunistic
LEVEL 3
Standards
LEVEL 4
Enterprise
LEVEL 5
Transformative

33. © 2013 Host Analytics Inc., All Rights Reserved -- Slide 33
EPM MATURITY: Level 3
Spreadsheet
& information
anarchy
One-of
model
requests
Appoint
EPM
sponsor
Fix main
business
problem
Roll-out
to limited
users
Document
tactical win
Biz Exec
becomes
champion
Standards
emerge
Multiple
business
processes &
departments
IT gets
involved
LEVEL 1
Unaware
LEVEL 2
Opportunistic
LEVEL 3
Standards
LEVEL 4
Enterprise
LEVEL 5
Transformative

34. © 2013 Host Analytics Inc., All Rights Reserved -- Slide 34
EPM MATURITY: Level 4
Spreadsheet
& information
anarchy
One-of
model
requests
Appoint
EPM
sponsor
Fix main
business
problem
Roll-out
to limited
users
Document
tactical win
Biz Exec
becomes
champion
Standards
emerge
Multiple
business
processes &
departments
IT gets
involved
Deploy an
enterprise
framework
CFO becomes
champion
LEVEL 1
Unaware
LEVEL 2
Opportunistic
LEVEL 3
Standards
LEVEL 4
Enterprise
LEVEL 5
Transformative

35. © 2013 Host Analytics Inc., All Rights Reserved -- Slide 35
EPM MATURITY: Level 5
Spreadsheet
& information
anarchy
One-of
model
requests
Appoint
EPM
sponsor
Fix main
business
problem
Roll-out
to limited
users
Document
tactical win
Biz Exec
becomes
champion
Standards
emerge
Multiple
business
processes &
departments
IT gets
involved
Deploy an
enterprise
framework
CFO becomes
champion
Change
the
culture
Drive
business
strategy
Drive
company
differentiation
LEVEL 1
Unaware
LEVEL 2
Opportunistic
LEVEL 3
Standards
LEVEL 4
Enterprise
LEVEL 5
Transformative

36. © 2013 Host Analytics Inc., All Rights Reserved -- Slide 36
Transform Your Enterprise Performance
InsightAccountabilitySpeed
Product profitability: +45%
Inventory savings: +$1M
Profitability: +10%
Plan owners: 25  125
Budget accuracy: +12%
Audit cost reduction: $200K
Budget cycle weeks: 12  3
Plan updates/year: 1  4
Faster close & reporting: +60%
Success
Source: Aberdeen Group “Achieving Enterprise Objectives: A Look at Host Analytics’ Customer Performance” and customer case studies

37. © 2013 Host Analytics Inc., All Rights Reserved -- Slide 37
Proof Is In The Results
S T E P 3 Months
Document business processes
Standardize on COA
1
9 Months
Replace 160 planning systems to one
Implement standardization
Rollout to 200 users
S T E P
2
3 Months
Implement next gen departments and group
Rollout to 300 users
S T E P
3
Ongoing
Transform the business
S T E P
4

38. © 2013 Host Analytics Inc., All Rights Reserved -- Slide 38
Conclusion

39. © 2013 Host Analytics Inc., All Rights Reserved -- Slide 39
Driving Change
• Deriving the complete benefits of EPM is a multi-step journey
– Ron in the midst of making a roadmap to guide you
• Cloud EPM has demonstrated clear advantages over on-premises
• Cloud is one sense carries fewer risks (e.g.,)
– Per-user pricing regardless of volume
– SLAs for uptime
• And on-premises solutions are not without risk themselves
• But for some, even a decade later, the cloud remains new and unproven

40. © 2013 Host Analytics Inc., All Rights Reserved -- Slide 40
Taking Intelligent Risks
But no one ever got
promoted, either!
Taking Intelligent Risks

41. © 2013 Host Analytics Inc., All Rights Reserved -- Slide 41
Summary
• I’m the new CEO
– Data geek, closet FP&A guy, with lots of experience growing
software businesses
• I am a huge believer in cloud transformation of the IT
– I did it myself in 2003 and never looked back
• I am very excited to be here
• I look forward to working with you – be in touch!

42. © 2013 Host Analytics Inc., All Rights Reserved -- Slide 42
Thank You!
Leader In Cloud-Based Enterprise
Performance Management
dkellogg@hostanalytics.com
+1 650-830-0332
www.kellblog.com
@kellblog