A sanitized version of the Urban Airship board of directors slide deck.

1. Board of Directors Meeting
April 19, 2012
Company Confidential * Confidential *
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Wednesday, June 6, 12

2. Agenda
• Meeting called to order
• Approve minutes of February 1, 2012 Board Meeting
• Resolutions -
• Approve options
• Overall Progress
• Q1 2012 Review
• Q2 2012 Plan
• Sales Update
• Business Development Update
• Marketing Update
• Private Board session
• Meeting adjourned
Company Confidential
Wednesday, June 6, 12

3. Stock Option Grants
• Listingof stock option grants for this board meeting
• Option matrix approved by board
• Are the options within range? If so, this is easy otherwise justification needed
Company Confidential
Wednesday, June 6, 12

4. Overall Progress
(This section is always the same just with updated
numbers - easier to compare growth)
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Wednesday, June 6, 12

5. Q1 Highlights
Highlights
• Hired CD (CRO) and Hieggelke (CMO) - January 2012
• Deployed new backend infra and spun down SimpleGeo services - March 2012
• Great Shows at CES, MWC and SXSW
• Shipped Segments - April 2012
• XXX
Challenges
•A
•B
•C
•D
Notable Numbers
• XXB Pushes in Q1
• XXXM iOS and XXXM Android Active Installs Right Now
• Revenue at XXX% of plan
• Run Rate near $XXM
Company Confidential
Wednesday, June 6, 12

6. Overall Progress
KPI’s Q2 A Q3 A Q4 A Q1A Q2 E
Team 31 35 57 69 87
Notifications (per Qtr)
Total Active
Installs
$ KPI’s Q2 A Q3 A Q4 A Q1A Q2E
Pipeline (total)
Enterprise
balance (over $500)
Pro
balance ($199)
Net Burn (per month)
Run Rate (Total
Revenue)
Run Rate (Recurring
Revenue)
Revenue (per Qtr)
(Great way to show quarter-by-quarter progress)
Company Confidential
Wednesday, June 6, 12

7. Headcount Trend
(Show Q-by-Q headcount growth and where in company)
Company Confidential
Wednesday, June 6, 12

8. Sales by Product
Graph of sales by product
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Wednesday, June 6, 12

9. Customer/ASP Analysis
Show trends in average deal size in graph
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Wednesday, June 6, 12

10. Top 20 Customers
How are we weighted by the top 20? Good? Bad?
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Wednesday, June 6, 12

11. Sales Trends
Graph of customers over $1000/month ... ideally
this is growing up-and-to-the-right
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Wednesday, June 6, 12

12. Sales Update
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Wednesday, June 6, 12

13. Sales Overview
• An update on sales - about 5 slides here covering
strategy, execution, deals and pipeline
• This will vary and is optional ... chance to bring in other
members of the team to meet with the board - in this
case it was a chance for our new CRO Christopher
Dean to meet and present to the board
Wednesday, June 6, 12

14. BD update
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Wednesday, June 6, 12

15. BD Overview
• Same as for sales - what are the BD deals that are
driving revenue and/or growth - 5-8 slides here
• This will vary and is optional ... chance to bring in other
members of the team to meet with the board
Wednesday, June 6, 12

16. Marketing update
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Wednesday, June 6, 12

17. Mandates: from reactive to proactive marketing
• This will vary and is optional ... chance to bring in other
members of the team to meet with the board - in this
case it was getting our new CMO Brent Hieggelke in
front of the board.
Company Confidential
Wednesday, June 6, 12

18. Private Board Session
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19. Appendix
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20. Org Chart: Executive
• Org charts updated every quarter
so the board knows who is where
and what the structure looks like -
great in the appendix
Wednesday, June 6, 12

21. Org Chart: Sales
Wednesday, June 6, 12

22. Org Chart: Engineering
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23. Org Chart: Marketing
Wednesday, June 6, 12

24. Org Chart: Finance
Wednesday, June 6, 12

25. Dashboard
Our CFO has a dashboard that is sent
out on a weekly basis ... this is a screenshot of it
Company Confidential
Wednesday, June 6, 12