Jason Newport for

DESTINATION DILATION

INDEX

BUSINESS CHALLENGE

the trouble with scale

market opportunity

COMPETITIVE LANDSCAPE AUDIT

COMPOSITION: NEW AGENCY HYDRA

GROWTH STRATEGIES

TIMELINE

BUSINESS

CHALLENGE

Drive rapid revenue growth while preserving the reputation and attributes that enabled Y MEDIA LABS to become the #1 Mobile Application Design & Development

shop in the world.

YML has experienced tremendous growth in spite of consistent use of a business model many companies before them with similar scale-aspirations have found to be a substantial barrier.

THE

TROUBLE

W/SCALE

Y MEDIA LABS is in the service business. The

service business is supported by a business model

living in a world where "time is money."

Regardless how powerful the creative mobile

services and solutions YML provides, sales will

plateau.

This will occur regardless of a geographic

expansion plan because unless you work 100% of

the time, continue to win new business at a

breakneck rate, digging into each account to

ensure service-levels exceed expectations so you

have a chance at organic growth, the business is

worth nothing without you and your staff. If you

stop, so does your revenue.

$

Hours/wk

TIME AS MONEY

$

Hours/wk

TIME AS MONEY More Leads & More Remote Staff Won't Help Burnout will eventually occur, regardless of staffing up, if

you expect to scale with this mindset:

1. Nurture leads

2. Convert

3. Onboard new clients

4. Initiate engagement

5. Deliver outstanding results each and every time

THE

TROUBLE

W/SCALE

market

opportunity

The quickest path to scale is combining YML's superior creative technology tradecraft with a specialized mobile media services group to effectively manage clients' "mobile path" and "mobile presence" on an ongoing basis.

No one will provide mobile solutions and services in the context where the app product is used and socialized than the Design & Dev shop who understands its value from the ground up.

THE MONEY IS IN THE MEDIA

market

opportunity

TAM

SAM

SOM

$50BN

$2BN

$40MM

2017 ESTIMATES: US MOBILE AD SPENDING

comp

landscape

auditYOU ARE HERE

"If I was $100 million where would I be?"

MOBILE-ONLY

THIS DOESN'T EXIST

VAST MAJORITY OF REVENUE DRIVEN BY MEDIA SERVICES

comp

landscape

audit COMPETITOR NAME REDACTED

REDACTED

FINANCIALS REDACTED

composition

‣Brand & Product Strategy ‣Audience Insights

‣Competitive Research & Insights

‣Strategic Planning

MOBILE STRATEGY‣Brand & Product Strategy ‣Audience Insights

‣Competitive Research & Insights

‣Strategic Planning

DESIGN‣Brand & Product Strategy ‣Audience Insights

‣Competitive Research & Insights

‣Strategic Planning

TECHNOLOGY

YML TODAY: MOBILE SERVICES

‣Planning

‣Buying

‣App Store Optimization

‣Direct Response

‣Performance ‣Branding

‣Display

‣Rich Media

‣Paid Social

‣Search

‣Proximity ‣RTB/DSP

DATA & ANALYTICSMEDIA SERVICES‣In-app data and analytics

‣Retargeting

‣Programmatic

‣Remarketing

‣Funnel Push ‣DCO

TOMORROW: UNIFIFED MOBILE SOLUTIONS

✓Expand footprint to NYC ✓Target Fortune 50 ✓Increase penetration of national and

global brands x-vertical ✓Priorities: CPG/FMCG, Retail,

Hospitality, Spirits/Beverage, Pharma

✓Define composition of cross-functional, multi-market team

✓Standardize workflow

Refine Marketplace Positioning

Broaden Geographical Reach

Expand Product & Service Diversity

✓Define and develop YML solutions required to manage brand mobile assets post-deployment: ‣ Marketing and Media ‣ CRM/CMR ‣ Loyalty Program Integration ‣ Advocacy ‣ Maintenance of Apps (developer-

agnostic)

✓Refine value creation story ✓Provide solutions to business

challenges ✓Focus on positive business

outcomes ✓Become active within all industry

governing associations and organizations

✓Promote history of success and tout domain expertise superiority

3

GROWTH

strategies

YML East Region, NYC opens; release to wire, outreach to trades

18-MONTH

TIMELIN

E

Thirty (30) national/regional brand and SMB clients leveraging YML Mobile Managed Services (avg. $100K monthly spend -- all transactional w/30% markup or acquisition bounty. (contingent upon media plans put forward to client. e.g. CPA/CPD, CPM, CPC et al)

2016

2017

Q2 Q3 Q1 Q2 Q3Q4 Q4

Planning concludes; actioning plan begins: New revenue channels, solutions, use cases, flex staffing plan, biz cases scoped. Alignment among stakeholders and approvals.

Initiate go-forward growth strategy planning, budgeting, resource allocations, pitch hit lists, KPIs and targets through EOY and YOY.

NOTE: New business pitching is a constant. 50-75% allocations for NYC Lead. New biz activities are not included above, however target numbers and dates appear as milestones.

EOY: Ten (10) new brand clients under min. $2.5MM annual retainer: "Mobility Strategy & Solutions"

(excludes production fees and related OOPs)

Target: 2X EOY '16 vs EOY '15 revenue growth

Procurement: DSP RFIs/RFPs issued, responses score-carded, scope/terms/fees negotiated; tech on-boarding complete

All SME teams100% staffed, 100% allocated, 100% trained and on-boarded, all regions.

18-MONTH CLOSE

Target: $70MM Annual Revenue

appendix