Headwalk Business Pres English

Confidential

Confidential

Business concept of Headwalk Germany GmbH

Too many sources of news, distributed over a multitude of portals

Time intensive search for an update

Loss of quality when visiting one source only

The Problem

Central hub for online news, social news and up-to-date content

Headwalk is the first Social News Magazine

The Idea

The Keyfeatures

Aggregation of Articles fromvarious Sources• RSS-Feeds from Blogs & Newsportals• User Generated Content• Facebook & Twitter

Addictive Interface• Mag-like Design• „Browsing“ from left to right• Users can compile their individual magazine

from any source

Time- and location driven Articles• Articles have a time, location, and topic

attribute• Kontext sensitive search• Visual search via timeline

Community• Users can contribute, discuss and rate

articles• Image and video contributions, to further

illustrate articles• Custom „badges“ for great writers

+ iPhone and iPad Application

News Online• 21% of all consumers are “News-Junkies”, that use the

internet for their primary source of information• important and constantly moving vertical• no services similar to headwalk are available

The Target Audience

Citizen Journalism• Less professional writers and a growing number of broadcasting individuals• Images & clips from amateurs replace cost intensive news reports• Often more directly involved in incidents, and faster at location („Eye Witness News“)

Huge Target Group• News-craving Digital Natives• (Semi-) professional Journalists• Politically engaged Users• Bloggers• Authors & professional Writers• Sports, finance, and tabloid addicts

The Others

Citizen Journalism

News Portals

News Aggregators

We journalise history.

The „Creative Board“ of Professionals• From all represented News Verticals professional Opinion

Leaders are combined to the „Creative Board“• Initially the Creative Board descides who is eligible to become

a Headwalker and to publish articles• These Opinion Leaders are a guarantee for Quality

The Market Entry

„Badges“ as the Social Motive• Once Users become Headwalkers, they are awarded for Quality with Custon Badges• Badges arn‘t standardized, but individually assigned by the Members of the Creative Board• With these custom badges the stickiness factor is guaranteed, and users are encouraged to specialize

Strong „Pull“• Known Opinion Leaders convert

their followers to our audience• „Cool“ Specialist have a pull on the

new generation of Journalists (from Universities and Insitutions)

• A thorough and extrovert combination of people also guarantees Media and PR Attention

The Business Model

Advertising Revenues• Banners in the content area• Advertorials• Geo-Targeting, Demographical Targeting, Behavioral

Targeting• Preroll and postroll Video Ads

• 0,10 € – 0,50 € per User• Start with 150.000 Users

Merchandising• Online Shop for Merchandising• Intelligent collection of items

(think MOMA Gift Shop)

Key FinancialsThis is how headwalk will be cashflow positive in 2011

in 1.000 €

Cashflow positive(Sept. 2013)

2010 2011 2012 2013 2014 2015

Turnover 0 7,6 292 1.660 12.088 69.549

Premium User 0 220 411 728 1.369 2.459

User 0 90 1.500 4.000 9.700 15.000

Costs 87 650 1.607 1.800 2.710 4.526

EBITDA - 87 - 642 - 1.314 - 201 9.377 65.023

Investments:

2010 1002011 6502012 1.3202013 210

The Timeplan

The Team

Carlo LaPadula

Paolo Sechi Silvan Golegawww.pidoco.com

Prof. Michael Hoinkes / CMO

Dipl.-Ing. G. Bruno / COO

Co-Founder & CTO Programming

Marketing + Consulting

Founder + CEO

Thank you.