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Media Ingenuity Mission statement and strategy February 2009 Confidential

Media Ingenuity Mission statement and strategy February 2009 Confidential. Mission Statement. Within 2 years, to have built a business of 40 people generating £12M of turnover and £5M of Gross Profit

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Media Ingenuity Mission statement and strategy February 2009 Confidential

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  1. Media Ingenuity Mission statement and strategy February 2009 Confidential

  2. Mission Statement Within 2 years, to have built a business of 40 people generating £12M of turnover and £5M of Gross Profit To be the most technically able and analytically sophisticated online direct marketing company in the UK To build a portfolio of scalable business models which generate significant value, creating competitive advantage based on our core capabilities To enable employees to develop their skills at an accelerated rate in order to serve their careers at Media Ingenuity and beyond To maintain a work environment which is dynamic, fun, and supportive

  3. Financial and Business objectives

  4. What is our strategy to achieve the financial objectives? There are lots of opportunities to grow the business... Current products New products (aggregator model) New Products (other) E.g. Loans, life insurance, mortgages, credit cards E.g. PMI, Debt solutions, Bank accounts E.g. Affinity travel insurance/credit cards, credit record retailing Financial services E.g. Shopping, Energy switching, Broadband E.g. Healthcare, Education, Travel E.g. Mobile phone recycling/ retailing Other sectors

  5. What is our strategy to achieve the financial objectives? And we can monetise these opportunities through a number of different channels Business opportunities Marketing channels Deliver customers Keep clients happy Customers Current products New products (aggregator model) New Products (other) • Online • Display • Search • Email • Other... • Offline • TV • Print • SMS Customers E.g. Affinity travel insurance/credit cards, credit record retailing Financial services E.g. Loans, life insurance, mortgages, credit cards E.g. PMI, Debt solutions, Bank accounts Customers Customers E.g. Shopping, Energy switching, Broadband E.g. Healthcare, Education, Travel E.g. Mobile phone recycling/ retailing Customers Other sectors Customers

  6. The key to growth is to identify the largest opportunities and make them happen... ? Credit Check retailing Key Opportunities: Size (estimated) Vs Level of Certainty Affinity Credit Card Affinity Pet Insurance Affinity Travel Insurance Mobile Phone retailing/ recycling Credit Cards* £1m+ Size of Opportunity (Annual GP, £M) Savings and Current Accounts £500k Debt Life Insurance* £500k £400k PMI £200k Low High Level of certainty *Refers to an additional opportunity, beyond current Gross Profit run rates

  7. ‘Guesstimate’ calculations Credit Cards • MI current run rate (annual) of £1.2M GP • Freedom Marketing (Compare & Save) Est. £10M rev from paid search, Est. 20% margin, £2M GP • Credit Card opportunity worth at least £2M GP, if not more • At least another £1M GP opportunity for MI Savings and Current Accounts • Estimated Google searches for ‘Credit Cards’ of 450,000 monthly • Overall estimated searches for Savings totalling ~50% of credit cards (225,000) (including ‘savings Accounts’, ‘Current Accounts’, ‘ISAs’) Life Insurance • Capacity to grow demand by 3000-4000 leads per month • 3500 leads * £20 * 12 = £840,000 revenue. • Assume 50% margin = £420,000 GP Debt Solutions • Trapped.co.uk doing 5-6,000 debt leads per month • £25 per lead*6,000*12*50% margin=£900,000 GP PMI • Potential for 70 leads per day, at £20 per net lead • 70*£20*30*6/7*12 = £432k • At 50% margin = £216k

  8. Affinity Travel Insurance is one of the new product opportunities we are currently pursuing Affinity Travel Insurance Case Study: InsureandGo.com (1/2) • The UK travel insurance market is worth £700M annually • InsureandGo are a pure affinity Travel Insurance brand, and they are underwritten by Europe assistance • Established in 2000, they generate annual sales of ~£20M

  9. Affinity Travel Insurance is one of the new product opportunities we are currently pursuing Affinity Travel Insurance Case Study: InsureandGo.com (2/2) • InsureandGo generate significant traffic through Paid Search marketing • There are 1.5 million monthly searches for Travel Insurance • If our new MI travel brand ranks in the top 4 for PPC: • Assuming 3% CTR and 10% conversion • £35 per policy • Could generate at least £2M turnover annually, from PPC alone...

  10. Media Ingenuity would achieve an equivalent of 16th place on the Tech 100 if we achieve our 2009 growth plans MI Sales £822,000 £8.5M CAGR = 120%

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