We have had a lot of inquires about the document we circulated during fundraising, so we thought the easiest thing might be to post a somewhat sanitized version as a Finance Tool along with some explanation. This type of Finance Tool will not apply to all companies, but for those looking to raise early stage capital, hopefully it will be a great contribution to the body of knowledge already out there. Read more at: http://profitabl.es/finance/resources/tools/sample-fundraising-deck/

1. Sample
Fundraising Deck

2. is like Salesforce.com…for Finance
We have a team, a market, and a product
4 full time team members
$x.x Billion addressable market
Sept. 2010 minimum viable product launch
We have traction
>xxx small businesses
signed up to date
>xxx channel partners looking to
deploy with their clients
We are raising funds
being raised to support
$xxx product/market fit
Summary

3. Adam Neary • Vice President at AlixPartners
• Head of BI at Concentra
CEO • Manager at A.T. Kearney
• Lead Engineer at Diversion Media
Francis Hwang • Director of Technology at Rhizome
CTO • Founder of Gotham Ruby
Conference and NYC.rb
Chad Pugh • UX & Visual Design at Hot Potato
• UX & Visual Design at Knowmore
UX & Visual Design • Illustration and UX at Vimeo
• COO at Cape Systems
Graham Siener • Dir. of Tech. at The Island School
VP of Customer Dev. • Director of Special Projects at Cape
Eleuthera Institute
• Sr. Consultant at Arcadia Solutions
The Team

4. Finance is currently is faster,
an Excel nightmare. easier, and simpler.
The Solution

5. is like Salesforce.com…for Finance
Finance Salesforce Marketing Support
Automation Automation Automation Automation
• Finanace workflow • Sales workflow • Marketing workflow • Support workflow
• Cash management • Leads management • SEO tools • Ticket management
• Budgeting/forecasting • Pipeline forecasting • Content mgt • Forums & feedback
• Profitability, P&L • Email automation • Blog platform • Knowledge base
• Benchmarking • Sales analytics • Marketing analytics • Support analytics
Targets VP of Targets VP of Targets VP of Targets
Finance Sales Marketing Support Team
What We Do

6. There is a ~$xB market among firms of size 5-99
1-4 Firm size: 5-99 100-499 500+
x.xM1 x.xM businesses1 xxxk1 xxxk1
$xxxk1 $x.xM1 avg rev. $xxxM1 $x.xB1
$xxx/mo $xxx/mo price point $xxx/mo $xxx/mo
$x.xB $x.xB market $x.xB $x.xB2
Accounting Customized Enterprise BI and
software suffices analytical solutions ERP solutions
Source: 1) US Census Bureau, SBA analysis; 2007
2) Forrester, Gartner; 2009 analyses The Market

7. Customer lifetime value drives customer acquisition
Outbound marketing
High-touch sales
~$xxx-xxx
Customer
Free “satellite” product (future) Lifetime Value
Touchless conversion
Inbound marketing
Net promoter score Tiered pricing
Referrals Recurring subscriptions
Regular affiliate revenue
“White label” edition
~$xxx-xxx Customer churn
Customer Inactive customers
Acquisition Costs
Credit: David Skok “Customer Acquisition & Monetization” Customer Acquisition Strategy

8. Our “[channel 2]” channel is performing best,
driving deepest engagement at scale.
Channel 1 Channel 2 Channel 3
• High volume, low cost • Moderate volume & cost • Low volume, low cost
• Long-term focus • Deeper engagement • Short-term focus
11,140 288 22
Channel 4 100%
• High volume, high cost 90%
• Currently being tested 80%
70%
60%
Channel 5
50%
40%
• High volume, high cost 30%
• Currently being tested 20%
10%
0%
Lead Sign-up Engaged
Channel Strategy

9. Initial traction has been fantastic.
>xxx
"What's really exciting about Profitably is that
they are taking [app in the cloud] concepts
and bringing them to millions of small
businesses... small businesses
These businesses have a wealth of data sitting signed up to date
latent on their desktops, and Profitably is
>xxx
poised to unlock that value for these
businesses.“
Matt Marshall
Editor and CEO
channel partners (CPAs,
VentureBeat accountants, bookeepers...)
have expressed an interest in
(The press loves Profitably!) deploying with their clients
Traction

10. We short circuit the process by partnering
with Intuit, the makers of QuickBooks
“ [Quote removed]
Of ~6M businesses in the US,
4M use QuickBooks [Name removed]
as their accounting software. Director / Business Leader
Intuit Partner Platform
The Technology

11. Achieved to date: With seed funding:
Founding team o Product/market fit
Intuit partnership o Customer acq. channel data
Live product shipped o xxx paying customers
xxx businesses signed up o $xxx run-rate annual revenue
Revenue streams initiated o Validate CAC vs. LTV
Seed round teed up o Series A teed up
$xxx Feb 2011
$xxx Series A
raised to date Z seed investment Z
Seed Round sought ~Q1 2012
Roadmap and Funding Requirements

12. Seed round specifics
• $xxx committed
• $xxx target ($xxx ideal)
• $25k Minimum Participation
• $x.x MM Pre-Money Valuation
• Option Pool of x% out of Pre-Money
• Pro Rata Rights for Investors
• Founder Vesting (4 years)
• Standard NVCA terms
• Target close date: February 22
Seed Round Specifics

13. Appendix

14. It’s all but impossible for businesses like mine
to quantify customer acquisition costs,
since our prospects often have multiple
touch points during the sales cycle, both
online and offline.
This is the absolute top priority for my
business, and Profitably is all over it.
Shawn O’Connor
President and Founder
Stratus Prep
Customer Testimonial

15. We don’t make We don’t do
Accounting software Business Intelligence
QuickBooks Metricly, GoodData
Xero, NetSuite YouCalc, Indicee
Outright QlikView, PivotLink
Birst, Pentaho
Indinero
(They make better partners) CloudEra
SAS, Microstrategy
Manual Analysis
The Competition

16. Analysis dictated that we kill the “freemium” model
Freemium subscription
model
Current Tiered monthly
subscription model
Future Affiliate revenue from
strategic partners
Free “satellite” product
(business diagnostic)
$ xxx-xxx Value
Est. Customer Annual
$ xxx-xxx Value
Est. Customer Lifetime
Business Model