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Stratfor and ECNext 2003 Recap and 2004 Opportunities

January16, 2004. Stratfor and ECNext 2003 Recap and 2004 Opportunities. Mike Perkins Chief Technology Officer Pam Springer Vice President, Sales Rob Reach Senior Account Executive ECNext, Inc. (614) 408-0067. Agenda -ECNext and Stratfor 10:00-12:00 January 16, 2004.

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Stratfor and ECNext 2003 Recap and 2004 Opportunities

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  1. January16, 2004 Stratfor and ECNext 2003 Recapand 2004 Opportunities Mike Perkins Chief Technology Officer Pam Springer Vice President, Sales Rob Reach Senior Account Executive ECNext, Inc. (614) 408-0067

  2. Agenda-ECNext and Stratfor10:00-12:00 January 16, 2004 • Introductions 10:00-10:10 • 2003 Recap and Metrics 10:10-10:30 • Financial • Timeline • 2004 Look Ahead 10:30-11:00 • 2004 Stratfor Goals & Expectations • 2004 Econtent Market • 2004 ECNext Solutions • 2004 Stratfor/ECNext Opportunities 11:00-11:30 • Platform 11:30-11:40 • Next Steps 11:40-12:00

  3. Who We Are • Founded in 1996 in Columbus, Ohio • VC funded • Athenian Venture Partners • River Cities Capital Funds • Founded as a content aggregator • Built sophisticated platform & tracking capabilities • Worked with over 500 publishers to market content • Leveraged aggregator model to evolve to build customer branded e-commerce solutions • ECNext provides services and technology enabling our customers to sell their valuable business information on the Web • We market to companies who create and sell high-value business research, reports, news, analysis, and data

  4. Benefits we provide for our Customers • Generate new revenue by reaching net new Web buyers • Successfully exploit Web as new direct sales channel • Broaden market reach • Tailor & size offerings to meet range of customer needs • Cross-sell new buyers to other offerings • Keep your message in front of them • Bundles, promotions, incentives • Increase repeat buyers • Discontinue access in a pre-defined timeframe • Increase subscription by automating renewal promotion • Decrease production & distribution costs

  5. Agenda-ECNext and Stratfor10:00-12:00 January 16, 2004 • Introductions 10:00-10:10 • 2003 Recap and Metrics 10:10-10:30 • Financial • Timeline • 2004 Look Ahead 10:30-11:00 • 2004 Stratfor Goals & Expectations • 2004 Econtent Market • 2004 ECNext Solutions • 2004 Stratfor/ECNext Opportunities 11:00-11:30 • Platform 11:30-11:40 • Next Steps 11:40-12:00

  6. Current Terms • Contract: • 18 month term • $2,500/mo license, customer support and hosting fee • $2,500/mo for hosting former Plug-n-Pay customer database • $3.00/year for new subscriber ($.25/mo) • Recent Add on (10/03 – 3/04): • $4,000/mo for 40 hours/month custom development; (5 month retainer)

  7. 2003 Highlights • 2003 Sales of $1.6 Million • Sales Increased 400% Q3 over Q2 $372,626 • Sales Increased 260% Q4 over Q3 to $972,059 • October Sales were $388,997

  8. Financial Results

  9. Financial Results

  10. Financial Results

  11. Financial Results

  12. Agenda-ECNext and Stratfor10:00-12:00 January 16, 2004 • Introductions 10:00-10:10 • 2003 Recap and Metrics 10:10-10:30 • Financial • Timeline • 2004 Look Ahead 10:30-11:00 • 2004 Stratfor Goals & Expectations • 2004 Econtent Market • 2004 ECNext Solutions • 2004 Stratfor/ECNext Opportunities 11:00-11:30 • Platform 11:30-11:40 • Next Steps 11:40-12:00

  13. Timeline Monthly Support Calls

  14. Timeline

  15. Agenda-ECNext and Stratfor10:00-12:00 January 16, 2004 • Introductions 10:00-10:10 • 2003 Recap and Metrics 10:10-10:30 • Financial • Timeline • 2004 Look Ahead 10:30-11:00 • 2004 Stratfor Goals & Expectations • 2004 Econtent Market • 2004 ECNext Solutions • 2004 Stratfor/ECNext Opportunities 11:00-11:30 • Platform 11:30-11:40 • Next Steps 11:40-12:00

  16. 2004 Stratfor Goals and Expectations • Revenue • Organization • New Products • Email Campaigns

  17. Agenda-ECNext and Stratfor10:00-12:00 January 16, 2004 • Introductions 10:00-10:10 • 2003 Recap and Metrics 10:10-10:30 • Financial • Timeline • 2004 Look Ahead 10:30-11:00 • 2004 Stratfor Goals & Expectations • 2004 Econtent Market • 2004 ECNext Solutions • 2004 Stratfor/ECNext Opportunities 11:00-11:30 • Platform 11:30-11:40 • Next Steps 11:40-12:00

  18. eContent Market OverviewIncreasing Use of the Web “Our research on the information habits of users in various functional roles and industries shows that 79 percent of users turn first to the open Web for work-related information.” • Outsell • Search engines are starting point for business searches • 79% of searches start here • 70% of info delivered online

  19. Market OverviewMarket Size • $11B in individual business information purchases over previous 12 months • 22% of buyers spent $10,000 or more • Median of $1,500 • Additional $35.5B in purchases out of the departmental budget *Source: Outsell, Super I-AIM

  20. Market OverviewBusiness Drivers • Fewer $ for corporate-wide information purchases • Slowing economy • Budget cuts for corporate librarians, research dept’s • Fewer corporate-wide buyers • Consolidation of tier 1 companies (e.g., pharmaceutical, chemical, automotive) • New markets are harder to reach • Many small, new companies • Need for information not going away • Individual transaction buying increasing

  21. Market OverviewShifting Buyer Behavior • Decentralization of Information Purchases • 68% of business end-users prefer to find their own information • Only 3% will call the corporate librarian • Only 25% will visit the corporate library • 51% of content purchases driven by end-user decision • Purchased information typically satisfies tactical, project-oriented need • Decisions requiring approval are typically made by a functional Director or VP • Purchase Size • 34% have purchase authority for $5,000 or more • Median purchase authority is $1,000 *Source: Outsell, Super I-AIM

  22. Source: Dick Morris survey for iProspect How internet users find web sites

  23. Search engine audience reach Source: Nielsen NetRatings for SearchEngineWatch.com * powered by Google ** powered by Inktomi

  24. The search engine opportunity… • A potential customer on a mission to find critical business information opens a search engine and enters key words… • Your site is listed first in the results. He doesn’t know about your business, but assumes that since you are highly ranked he should learn more… • He clicks the link to your site and opens directly to one of your articles– the description is on target – he clicks to buy. 40% or more of your online content sales can be driven directly from search engines.

  25. Agenda-ECNext and Stratfor10:00-12:00 January 16, 2004 • Introductions 10:00-10:10 • 2003 Recap and Metrics 10:10-10:30 • Financial • Timeline • 2004 Look Ahead 10:30-11:00 • 2004 Stratfor Goals & Expectations • 2004 Econtent Market • 2004 ECNext Solutions • 2004 Stratfor/ECNext Opportunities 11:00-11:30 • Platform 11:30-11:40 • Next Steps 11:40-12:00

  26. ECNext SolutionsBeyond SEO – Content Illumination Definition of Content Illumination: SEO techniques applied to web site on a page-by-page basis (e.g. product pages) Objectives: Bring potential content buyers from search engine directly to point-of-sale • Direct potential content buyers to a relevant product page • Eliminate the need for the buyer to search site to find information • Minimize the number of clicks-to-purchase

  27. Standard ECN Customer Metrics • Search Engine Related Revenue • 1.5% overall site conversion rate • 3 x search engine site conversion rate (4.5%) • Over 400% increase site traffic after 4 months (with SEO & Content Illumination programs) • 50% Average Year over Year revenue growth for ECN customer • Due to ECNext integrating at the Stratfor site subscription sign up page, these metrics and programs are not applicable. Hosting Stratfor content would make these available.

  28. ECNext Solutions Summary • Search engines are the key tool for business users to find information on the Web • SEO and Content (Article) Illumination are very cost-effective tools for bringing traffic to business e-content sites • Targeted Content (Article) Illumination programs help drive traffic and increase conversion rates by: • Bringing potential content buyers directly to the point-of-sale • Minimizing the number of clicks-to-purchase • Adding this functionality into the Stratfor solution will drive additional sales

  29. Making eContent Work for You Stratfor Solution(currently utilized) Business Intelligence Test, Measure, Analyze, Report & Refine DemandGeneration Search Engine Optimization - Site optimization - Content Illumination Email Campaigns Affiliate Programs  Industry Links Print Campaign Tracking Trials Content Management Publishing Tool Automated Source Data Feeds Data Formatting - Segment - Index Outbound XML (Web Services) Aggregator Feeds eCommerce Transactions License Options - Pay-per-view - Subscription Payment Options - Credit card - Pre-paid - Bill me Promo Options - Bundling - Discounts - Cross-sell related items Tracking and Reporting Activity Tracking - Visits / Transactions - Revenue - Cart abandons Customer Database Lead Database Subscription Management Usability Studies Additional Modules Available:  Telesales Corporate Acct. Mgt. Multicurrency Personalization Conference Sales Ad Server Operations & Support End-user Help Desk, Credit Card Billing and Reconciliation Infrastructure Hosting, Security, Maintenance, Redundancy

  30. Agenda-ECNext and Stratfor10:00-12:00 January 16, 2004 • Introductions 10:00-10:10 • 2003 Recap and Metrics 10:10-10:30 • Financial • Timeline • 2004 Look Ahead 10:30-11:00 • 2004 Stratfor Goals & Expectations • 2004 Econtent Market • 2004 ECNext Solutions • 2004 Stratfor/ECNext Opportunities11:00-11:30 • Platform 11:30-11:40 • Next Steps 11:40-12:00

  31. Demand Generation & Site Optimization • Search Engine Visibility • Website Usability Testing & Improvement • New Features • Direct Marketing

  32. Search Engine Visibility Initiatives • 1. Top-level SEO • Website-level visibility for relevant, frequently-used keywords phrases • 2. Current event SEO • Visibility to highly relevant, topical landing pages • 3. Article page illumination • Visibility to individual articles

  33. Search Engine Visibility: Top-level SEO Homepage • Current Keywords (daily searches): • Strategic forecasting (2) • Predictive intelligence (0) • Global intelligence (10) • Strategic intelligence (20) • Geopolitical analysis (3) • Geopolitical forecasts (0) • Intelligence services (19) • Geopolitical intelligence (2) • Business intelligence (351) • Issues intelligence (0) • Intelligence briefs (0) • Other Valuable Keywords: • International business risk (33) • International business news (171) Note: “international” searched more heavily than “global” About us Red = Stratfor currently ranks high Current searches: 53 Potential additional searches: 558

  34. Search Engine Visibility: Top-level SEO • Keyword analysis is necessary, but not sufficient for search engine visibility • Also requires: • Appropriate placement of keyword phrases • Ensuring page structure is search engine “crawlable” • Keeping abreast of changes to each search engine’s ranking methodology

  35. Search Engine Visibility: Current event SEO • Landing pages quickly developed & live for breaking events • Template • “Cocked and ready” • Tailored to drive subscriptions • Pay-per-click keywords purchased to drive immediate, highly-relevant traffic

  36. Search Engine Visibility: Article page illumination • Unseen, intermediate landing pages for each article • SEO friendly • Keyword rich • Redirect to the Stratfor article page • Experience shows this increases traffic by 4x. • Article page must be optimized to convert searches into subscriptions

  37. Website Usability Testing & Improvement • User Testing • Obtain detailed, qualitative feedback about how to improve site • Surveys • Pop-up survey to visitors when certain events occur (e.g., subscription is not completed) • A/B Testing • Implement site changes, often based upon User Testing & Surveys, and quantitatively assess the impact on shopping & purchasing behavior • Live, side-by-side comparison • “let the customer decide” • E-commerce best practice

  38. Website Usability Testing & Improvement: AB Testing E.g., Article Landing Page: Subscribe Now! • User test feedback: shopper’s unclear how to subscribe • Proposed change: Large “subscribe now!” button on article page • AB test: Randomly 50% of visitors receive version A & 50% receive version B • Metrics analyzed: average subscriptions started & completed per visitor

  39. Website Features • “My Stratfor” • Allow existing subscribers to customize their view of the Stratfor site • Organize sections based on personal relevance • E.g., Yahoo vs. My Yahoo

  40. Email & Direct MarketingTypes of Programs • Subscriber renewal programs • Email renewal promo is built into ECNext solution • Automated based on renewal date • Configurable Number & timing • Registration / promotion programs • Capture registrations on site • Promote subscriptions • Subscriber acquisition programs • Email & DM to purchased lists • ECNext provides tracking and execution support

  41. Program Planning Plan program - Target audience - Define offers - Creative Develop creative - Message - Design Acquire lists - Research - Negotiate Project management End-to-end Tracking Analysis & Reports Track program metrics - Email opens - Site traffic - New subscribers - Subscriber retention - Revenue Test programs - List performance - Promo offers - Creative & message Execution Set tracking codes Stage creative Manage customer list Manage mailing list - In-house list - Rented lists Send emails Process opt-outs & bounce backs Email Marketing ECNext’s subscriber acquisition program support Stratfor’s marketing activities

  42. Opportunities • SEO & Article Illumination • eMail Campaigns • Ad Servers • XML Feeds • Personalization by end user • Tracking, Reporting & Monitoring

  43. Agenda-ECNext and Stratfor10:00-12:00 January 16, 2004 • Introductions 10:00-10:10 • 2003 Recap and Metrics 10:10-10:30 • Financial • Timeline • 2004 Look Ahead 10:30-11:00 • 2004 Stratfor Goals & Expectations • 2004 Econtent Market • 2004 ECNext Solutions • 2004 Stratfor/ECNext Opportunities 11:00-11:30 • Platform11:30-11:40 • Next Steps 11:40-12:00

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