1. Smart Agriculture A N A L Y T I C S
Manuela Zoninsein
Founder, CEO
钟梦露
创始者及首席执行官
www.smartaganalytics.com
October 2014 • Strictly Private & Confidential!
3. O U R V I S I O N !
Drive the future of farming
OUR STRATEGY!
Build a trusted platform to connect world-leading
agritech suppliers with clients in
emerging markets where agritech is being
deployed to feed 9b by 2050
3!
4. THE PROBLEM!
Agritech is booming and needs new market channels;
agritech demand is opaque, unknown, risky, chaotic
Massive Agriculture!
Investment in China!
In the 5 year period
2011-2015, nearly $1
trillion investment in ag
modernization has been
made by the Chinese
government, and
investment continues.
Agritech Revolution!
Outside of China!
N American, European,
Israeli innovations in
“new agritech” are
booming - $400m
invested into 35 US
companies Jan to July 2014
alone.
4!
5. O U R ADVANTAGE!
SAA’s taxonomy defines and structures the
agritech industry for the first time
Agricultural Machinery
Crop Protection
Crop Sciences
Greenhouses
& Nurseries
Livestock Science
& Equipment
Soilless Tech (aquaponics,
aquaculture, etc.)
Soil Tech
Water Tech (irrigation,
dosing, etc.)
Numerous examples of taxonomies dominating a market exist in other industries:
BNEF, App Annie, FactSet, MatterMark… 5
6. O U R L E A D E R S H I P !
Our leadership has the experience,
commitment, and chutzpah to see it through
Living + working in China 6 years: Ag journalist for Newsweek,
Engineering News-Record, ClimateWire
Natural entrepreneur-leader: Dell’s China SMB website, Newsweek’s 1st
blog, 1st Engineering News-Record China reporter, food editor at Time Out
Harvard BA Social Studies, Minor Latin American Studies; Oxford MSc
Modern Chinese Studies; Tsinghua Blakemore-Freeman Fellow
Self-made, steadfast individual: Brazilian-born, Midwestern-raised; CBOT
trading floor at 18; previously,modern dancer and now marathon-runner
Bloomberg New Energy Finance researcher
UN Development Program HDI database manager
Energy Foundation, Project Coordinator
US Embassy Agricultural Trade Office analyst
Previously CFO of 3 Chinese companies, 2 listed on NASDAQ
7 years experience in public investing and corporate finance
Manuela Zoninsein
Founder, CEO
钟梦露
创始者及首席执行官
Zachary Gidwitz
Chief Operating Officer
朱梓轲
首席营运官
Even R. Pay
Director, Analysis
裴西霞
分析总监
Jackie You
Chief Financial Officer
尤强
首席财经官
NYC
BEIJING
6
7. STEP 1 : B U I L D T H E B R A N D , P R O V E T H E M A R K E T !
SAAnews: Comprehensive coverage of China’s
agritech market trends
Proprietary process combines automated selection and human curation,
ensuring subscribers receive accurate, thorough, & scalable information
Value Proposition:
• Provide international managers
the same information local
competitors have
• Streamlined content keeps teams
informed and in sync
• Prepare for shifts in the market
Current products:!
SAAnews Weekly !
Free
SAAnews Daily!
$2000/user/year
SAAnews Sectors !
$4000/user/year
SAAnews Tailored!
$6000/user/year
and policy landscapes
• Access industry intelligence 7
SAAnews Brief !
Monthly white paper
9. TODAY!
SAAnews gets clients in the door
6 months after launch, 19 non-Chinese paying clients including 12 subscribers
across Daily, Sectors, Tailored
35%
Propor7on
of
revenue
18%
3%
32%
12%
9
Agritech Suppliers (3 clients)
Established MNCs seeking to remain
competitive; SMBs looking to expand
Professional Services (3)
Consultants, marketers, marketing
entry advisors, financial advisors
Trade Bodies (2)
Trade missions advising constituencies.
Research Groups (2)
Policy research groups seeking first-hand
data
Agritech Investors (2)
PEs & VCs evaluating agritech
opportunities or advising portfolios
10. TODAY!
Effective marketing strategy targets agritech
suppliers (the corporates)
Lean sales team (prospecting, closing, client relations) responds to
~50 pre-qualified organic inbound leads each month
Distribution Partnerships (20%)
• Signed: Dow Jones, Global Ag Investing, DataLayers
• Discussing: Ag Innovation Showcase, AgFunder
• Pursuing: ThomsonReuters, CapitalVue
Inbound Marketing (50%)
• Social Media: Twitter, Linkedin, Weibo, Weixin
• Website SEO & content marketing
• Op-Eds/columns for industry publications
Industry Leadership (30%)
• Attending & facilitating conferences, panels, webinars
• Commerce chambers: AmCham, AusCham, CanCham,
Enterprise Ireland, EuroCham, IsCham
• Dominant information leaders in China agritech space
% Leads!
Generated!
10
11. O U R C L I E N T S !
Subscribers already value our products…
“SAA's combination of news coverage of the Chinese agritech sector
and value-added analytics has been a huge help in
understanding this vast market. They are unique in the
market - and much needed in this space.”
– Sr. Investment Officer, International Finance Corporation (VC Investment Team)!
“I read SAAnews to find that invaluable nugget of
information. Something that shows me an opportunity that fits
my portfolio, and that we can take action on. At that point, the
value of SAAnews becomes limitless.”
– President & CEO, Wild Blue Exports!
“The articles selected cover a wide range of subjects, from
agricultural policy to trade, all related to technology in Chinese
agriculture. SAA is very useful in my job...”
– Chief Researcher, Institut de l’Elevage
11
12. OUR PROSPECTS!
…and now the market is asking for data
“We're currently using Lux Research for profiles of interesting
companies in the cleantech space, but they rarely cover
agriculture. Since our partner who focused on ag left the team,
we’re looking for new market data.”
- Tsing Capital China Environment Fund !
“…hoping to get more detailed information on the brands that
are making waves, the equipment they’re selling, and the policies
that are determining all these activities.”
- Business Development Manager, Raven Industries!
“I think customized search would be extremely useful,
especially if it could include technology listings.”
– Sr. Investment Officer, International Finance Corporation (VC Investment Team)!
12
13. STEP 2 : B U I L D A D Y N A M I C B I G - D ATA P L ATFORM!
We’re building SAAdata for greater growth
Our homegrown data extraction process feeds our proprietary relational database
to structure actionable SAAnews datapoints
Value Proposition:
• Deal lead generation: identify
customers, partners, distributors…
• Map local and global competitor activity
• Track policies, financial benefits (taxes,
incentives, subsidies), transactions
• Search implemented technologies, down
to local level, and confirm IP protection
13
14. TOMORROW!
SAAdata Beta coming Q4 2014
We supplant in-house research teams & retained consultants at an accessible price
Conduct DD
Granular, local level detail
Map the industry
Access expert analysis
15. TOMORROW!
Integrate our taxonomy into SAAdata
Our 4000-term bilingual Smart Agritech taxonomy, combined with deep local
relationships and first-mover advantage, widen SAA’s competitive moat
2013
CASE
IH
MAGNUM
340
2013
CASE
IH
MAGNUM
225
CVT
2014
MASSEY-‐
FERGUSON
8650
2013
MASSEY-‐
FERGUSON
8650
2013
New
Holland
T7.270
2014
New
Holland
T8.275
2013
John
Deere
7200R
2014
John
Deere
6210R
16. TOMORROW!
SAAdata expands a good business and makes it great
To begin: we have 5 pre-committed subscribers with ARPU ranging $10k-$75k
4,000!
3,500!
3,000!
2,500!
2,000!
1,500!
1,000!
500!
Customer!
Acquisition Cost!
$2700
Customer!
Lifetime Value!
$17,000
CAC to CLTV Ratio!
(over 3 year customer lifetime)!
1 to 6.4 16
12! 19! 31!
50! 65!
93!
147! 211!
48!
106!
187! 299!
684!
1,293!
2,146!
3,425!
0!
SAA Revenue Projections (accrual basis)
SAAdata!
SAAnews!
Break-even
thousands (USD)
17. TOMORROW!
A proven business model with successful exits
Company! Acquirer! Industry!
Year!
Acquired!
Purchase !
Price (USD)!
Capital IQ SP/
McGraw-Hill Financial Deal Flow 2004 200m
New Energy Finance
(NEF) Bloomberg Alternative Energy 2009 80m
Wood Mackenzie Charterhouse Capital Energy 2009 850m
Point Carbon Thomson Reuters Energy
Environment 2010 200m
Lanworth Thomson Reuters Yield Satellite
Mapping 2011 30m
Kingsman McGraw-Hill Agriculture
Commodities 2012 40m
Climate Corporation Monsanto Yield Risk
Management 2013 900m
17
= Agritech market data, demonstrates increasing traction as an exit strategy!
18. F U N D R A I S I N G !
We are raising a $1M seed round to accelerate
our move into data products
Fundraising History
Raised $250k convertible note with 20% discount at $4m cap
Prior investors: family fund, angels, friends/family
Legal counsel: -Wilson Sonsini Goodrich Rosati (US, Global);
-Jun He Law (Mainland China)
Current Fundraise
Financing: seeking $1m (ideally, convertible note)
Uses of New Funding
Product development investment in SAAdata (30%)
Hire Global Sales Director and China-focused Marketer (15%)
Beta development of Chinese language product (10%)
New funding will provide 12 months additional runway (45%)
18
19. STEP 3 : E N A B L E D I R E C T O N L I N E / M O B I L E T R A D E S !
Grow from the “Bloomberg of Agritech”
into the “Alibaba of Agritech”
An online marketplace grows out of the critical audience
that trusts SAAnews and SAAdata…
SAAnews !
Q2 2014 launch
SAA中文!
Q4 2014 launch!
SAAdata!
Q1 2015 launch
SAAmarket
Q4 2016 launch
SAAinsights
Q4 2017 launch
SAAservices!
Q4 2017 launch!
…ensuring SAA is positioned to capture all opportunities that arise from the
powerful rise of Smart Ag, China, and data
19
STEP 1
STEP 2
STEP 3
20. Thank you!
mz@smartaganalytics.com!
Smart Agriculture A N A L Y T I C S
USA
Smart Agriculture Analytics
WeWork Midtown
344 Fifth Ave.
NYC, NY 10016
中国
智能农业分析
北京东城区100027编码
东直门外十字坡街8号
铂晶豪庭2层，211房间
www.smartaganalytics.com!
22. A P P E N D I X!
Agritech = A.I.R.E.
Approaches
Tillage vs. No-tillage
Resources
Chemical vs. Natural
Equipment!
Crop-Suitable Long-Lasting
Information
Guesswork vs. Precise
22
23. A P P E N D I X!
SAA leads the pack (co-opetition strategy)
No other company provides timely products and services focused on
agritech in emerging markets by providing granular data
Smart Agriculture A N A L Y T I C S = signed partners!
✔! ✔! ✔! ✔! ✔! ✔! ✔!
✔! ✔! ✔! ✔! ✔!
✔! ✔! ✔! ✔! ✔!
✔! ✔! ✔! ✔!
✔! ✔! ✔! ✔!
✔! ✔!
✔! ✔! ✔!
✔! ✔! ✔!
✔! ✔! ✔! ✔! ✔!
✔! ✔! ✔!
23
24. A P P E N D I X !
Sales process efficiency improvements (Q4 2014)
CURRENT
Product Sales Pipeline (35 days)
3! 1! 10! 1! 10! 10!
FUTURE
2! 1! 5! 1! 5! 5!
24
Human Sales Pipeline – SAAnews Sectors , SAAnews Sectors, SAAdata – (19 days)
Website Sales Pipeline – SAAnews Daily– (8 days)
5! 1! 2!
25. A P P E N D I X!
Sales + website process
SEO
Content
Marketing!
Social
Media!
Website!
User Sign Up!
SAAnews Online
Subscription
Purchasing!
Content marketing, SEO social media
creates inbound marketing leads.
Cuts down on prospecting time.
Improved website and user access allows
marketing sales to monitor engagement.
Cuts down on qualifying time
Users who wish to purchase entry level
products require very minimal ‘touch time’
from the sales team.
Reduces attention to lower level sales.
26. A P P E N D I X!
Sales + website process
Option to self select
for demos of premium
products!
User Profiles and
Dashboards!
Online Payment
Systems!
Easy exploration via demo of premium
products increases client product knowledge
reduces sales touch time. This reduces
demo time.
Sales team members will have contact
information, article view histories, pay-per-view
purchase lists other user data they can
use to inform their pitch sales strategy will
pursuing hot leads. This also makes
scheduling meetings faster and decreases
closing time.
Multi-currency online payment options will
allow sales to more easily close on large
clients, and will also allow more casual users
to purchase individual articles of interest to
them without sales time required. Decreases
closing time, increases volume of sales.
