Rooomr

US:David Andreone,

[email protected]

orAlex Carlton,

[email protected]

UK:Benjamin Hay

[email protected]

General Introduction

Global Market_________________ Millennial Travelers_________________Social Good_________________

• In 2011, there were over 983 million international tourist arrivals worldwide, up 4.6% from 2010

• The global leisure travel market was worth $2 trillion in 2012

• In 2009, American online travel revenues were $116 billion; by 2012 revenues exceed $160 billion

• There are 3,000,000 rooms booked per night in the US alone

• Travel spending by Millennials rose 20% in 2010, making them the fastest growing age segment for travel.

• Millennials control $400 billion a year and are poised to become the most powerful spending group in history

• 60% of Millennials travel for leisure, as opposed to 40% of older generations

• The notion that for profit enterprises could be anything besides for profit is an exciting new reality on the American corporate landscape, with such success stories as TOMS, Warby Parker and Charity:Water

• While doing good can clearly build brand loyalty, doing good is, more importantly, a moral imperative in the coming years

When technology and social dynamics align perfectly, there are huge growth opportunities with new and emerging audiences

Introducing Rooomr

Rooomr is a hotel booking site targeting Millennial travelers,set against a robust one-for-one philanthropic model

• Rooomr features 2,500+ hotels around the world, searchable by destination, hotel name or cultural event

• Rooomr turns typical curation upside down, looking at such atypical criteria as neighborhood vibe (Wil l iamsburg, Downtown Los Angeles, Shoreditch, etc.), design aesthetic, tech offerings (free wifi, Apple TV, etc.), clientele profile, proximity to restaurants and boutiques, and the best hotels to frequent during events like Coachella, Art Basel and New York Fashion Week

• Book A Room Give A Room, our philanthropic initiative, means that for every room booked, Rooomr makes a corresponding one-for-one donation toward at-risk and homeless youth

• Rooomr has an exclusive partnership with Virgin Unite who steward donations to their initiative targeting homeless youth, The RE*Generation

Hotel Curation_________________ Social Good_________________ Millennial Target_________________

• Rooomr’s primary target are urban-dwelling Millennials in their 20s and 30s. This audience is addicted to travel, music, culture, and has an almost innate sense to respond to the world’s most vexing social problems

• Rooomr’s secondary target are socially conscious travelers, regardless of age

• Sites for the masses like Orbitz and Travelocity, apply a generic ‘one size fits all’ approach to their users, an approach that most Millennials find unattractive

• The large online travel agencies (OTAs) are discount driven, and largely dominated by chains -- Hilton, Marriott, Intercontinental

• The large OTAs are grossly ineffective in attracting and driving the very guests that non-chain hoteliers want to attract most: brand-loyal Millennials

• Sites for high net worth individuals (Tablet, Gilt, Jetsetter) are out of reach for most Millennials, making them aspirational at best

• Like the large OTAs, many of these high end sites also target chains -- Peninsula, Four Seasons, Ritz-Carlton -- brands that typically lack significant appeal from Millennials

• The majority of properties represented on these sites fail to truly embody the culture and flavor of their often exotic locales. Millennials seek out authentic experiences, and would generally not consider staying at the majority of hotels on these sites

The Problem

There are only two categories of hotel booking sites,neither of which provide significant appeal to Millennials

Sites for the Masses___________________________ Sites for the Rich______________________________

• The global leisure travel market was worth $2 trillion in 2012

• USA has experienced growth in online travel: 2009 revenues were $116 billion, by 2012 revenues exceed $160 billion

• Second largest category of online travel purchases is hotel bookings

• USA has 4.8 million hotel rooms, and an annual occupancy rate of 62% per annum. This translates to 3,000,000 rooms booked per night

The Solution

Rooomr will own the Millennial travel space by offering curated hotels, tailored lifestyle editorial and a business model that drives true social change

Online Travel_________________ Millennial Travelers_________________Profit & Purpose_________________

• While our market is global, the initial focus is on the USA, which alone has 95 million Millennials aged 19-35

• Of those 95 million US-based millennials, Rooomr will hyper-target our initial message to Los Angeles, San Francisco and New York

• 60% of North American Millennials travel for leisure, as opposed to 40% of older generations

• 93% of Millennials are avid Internet users (compared to 88% of adults aged 36-54)

• By 83%, Millennials overwhelmingly prefer brands that have robust social good initiatives over those that don’t

• In the travel space, Rooomr is first to market with a model that is driven largely by social good

• Rooomr is the only online travel agent (OTA) with a robust social good component central to their core.

• By partnering with Richard Branson’s Virgin Unite, Rooomr is aligned with a highly influential global brand, as well as a transparent and progressive player in the non-profit space

Our Team

In addition to having proven entrepreneurial experience with deep social enterprise knowledge, we have a track record of creating viable brands of interest to global youth culture. This is an essential competitive edge

David Andreone_________________ Benjamin Hay_________________Alex Carlton_________________

• Nearly 15 years experience creating content for, and marketing to, youth markets, via running Artist & Repertoire (A&R) departments at Warner/Chappell Music, Columbia Records and MySpace

• Diverse artist signings resulting in sales exceeding 25 millions units worldwide

• Deep relationships across the music space, particularly with artists, promoters, agents and managers

• A native of San Diego, based in Los Angeles, graduate of Pepperdine University and favorite cities include New York and Havana

• A barrister with 8 years litigation experience and a background in strategy consulting

• An On Purpose Associate, a leadership program for social enterprise leaders

• Deep knowledge of the social enterprise market developed by a secondment at Big Society Capital

• A native of London, graduate of Cambridge University and favorite far flung destinations include the Atacama Desert and the peak of Kilimanjaro

Co-Founder & CEO Co-Founder & CMO Managing Director (UK)

• Founder of Funkin, the 100% natural global a brand leader, found in more than twenty countries globally

• Funkin has achieved on average 30% annual growth, and was a major contributor to the explosion of cocktail culture across Europe and the UK

• Alex’s strengths lie in his relationships across North America and Europe, as well as in brand development, sales channel management, marketing and innovation

• A native of London, based in Los Angeles, a c lassic entrepreneur, his  favorite destinations include the Alps, Cape Town and Ibiza

Business Model

A simple model that generates revenues with each booking,and a sustainable model that ensures both viability and longterm social good

For Profit______________________________ For Purpose______________________________

• The Rooomr business model is simple: with each booking, we derive a commission of approximately 10%. Bookings average $500 each, making our gross revenue per booking approximately $45-50 dollars

• For the short run, transactions are powered by white-labeled integration with Expedia’s API, providing competitive price parity, scalability, and avoiding exorbitant ‘start-up’ tech investment

• Other sources of revenue will include festival and event ticket commissions, brand sponsorship and advertising

• Our exclusive partnership with Virgin brings seemingly unlimited opportunities for promotional tie-ins with their various entities, including Virgin Mobile, Virgin America and Virgin Hotels

• Rooomr takes the typical “double bottom line” model a step further, donating 5% of its gross revenues derived from hotel commissions to Virgin Unite’s The RE*Generation. By donating from gross revenue rather than net profit, Rooomr ensures a ‘one for one’ model - every booking made results in a donation

• Rooomr guarantees lowest price, and never passes the expense of the donation on to our customers

Scaling The Model

Three Year Projection

Marketing Approach

When values are shared (travel, arts/music, social good), Millennials are intensely brand loyal

• Social, social social! Fully engage our audience on Twitter and Facebook (as well as Pinterest and Instagram)

• Presence on relevant sites like Dwell, Vice, Filter, Wallpaper, Nylon, KCRW, Origin Magazine, SpyOnVegas, etc.

• Aggressive SEO and SEM

• Public relations targeting travel, music, arts and culture and sustainability communities

• Experiential marketing at art, music and lifestyle events including events like Coachella, Art Basel and SXSW

• Highly selective traditional alignments with the likes of KCRW, Filter Magazine and Origin Magazine

• Virgin Tie-Ins: take full advantage of promotional opportunities that potentially exist with Virgin brands (including high profile exposure via FreeFest, their social networks, etc.)

• Music Festivals: Placement of Rooomr links on music festival promoter sites (“Click here for available hotels near this festival”). Ex: Insomniac, Lollapalooza, LiveNation, etc.

• Hotel Groups: position Rooomr alongside appropriate hotel groups (Morgans, Ace, Kimpton, etc.) -- brands that Millennials already gravitate toward

DigitalChannels

Partnerships & Referrals

Traditional Channels___________ ___________ ___________

What’s Next

Mobile and Millennials go hand-in-hand, especially when it comes to travel. This, and enhancing social integration, are imperative product iterations

Consumer Experience

• Optimizing on mobile and tablets, including development of an app

• Enhancing social interaction among users is crucial, to include check-in and “charitable brag”, as well

• Peer Property Reviews: Millennials want to read hotel reviews by their peers, not agenda-laden reviews by strangers

• Cer t ified Rooomr Susta inab le , a certification Rooomr rewards to those hotels that meet truly sustainable business operating standards

• Leaving the Expedia API for a direct handshake relationship with our hotel partners. This will result in significantly greater commissions, as wel l as increased pricing flexibility

• Direct transactions will allow enhanced customer offer ings inc lud ing the packaging of trips (and ticket bundles) with arts, music and cultural festivals around the world

• Having established Rooomr in the USA, expand into foreign markets to include UK, EU, Brazil, Asia and Middle East

• Significant opportunities for growth exist in Europe and Asia-Pacific

• Asia-Pacific is the fastest growing travel market, predicted to exceed $350 million in 2013, with online bookings comprising 25% of the market

Transaction Engine________________________ Going Global____________

Our Advisors

Strategically selected advisors from the hotel and leisure industry, branding and marketing, music and entertainment, and social enterprise

Nichol CarlsonNichol hails from the music business. As VP of Marketing and Artist Development at Sony Music, she was able to marry her knack for producing with managing talent and working with brands. Nichol currently consults Supajam, a UK based youth-centric network, and charitybuzz, a company that aligns nonprofits with international brands and celebrity icons to raise millions for causes around the world.

Scott CraneScott is the CEO of Up In Arms, where he orchestrates high-level strategic partnerships pairing global brands, major media outlets, and marquis talent (Stoli, vitaminwater, John Varvatos, Jaguar, Reebok, GQ, SXSW, Coachella, Art Basel, Winter Music Conference, Sundance Film Festival, NY Fashion Week, etc.).

Susan CroninA native of Marin County, Susan spent nearly twenty years in hospitality operations, having held executive positions in iconic brand families such as Kempinski Hotels + Resorts, Ritz Carlton, RTR, Future Bars SF and Dominus Estate/ets/JP Moueix. Educated at both UC Berkeley and The French Culinary Institute, Susan is a certified Sommelier.

Chris DouridasChris is a popular DJ and musical tastemaker at the influential Santa Monica-based radio station, KCRW. He is also a music supervisor, filmmaker, actor, television presenter, and a three time Grammy-nominated producer of soundtracks and music videos. Chris also worked at Dreamworks Records, Apple and AOL.

Tracy GrayTracy is the Senior Advisor for International Business and Marketing for Los Angeles mayor, Antonio Villaraigosa. Prior, Tracy was Managing Director at Collaborative Equity Partners, a venture catalyst consulting firm focused on increasing access to capital for women and minority entrepreneurs. Tracy is on various boards of directors and advisory boards, and holds dual MBAs from Columbia University and University of California, Berkeley, specializing in venture capital, international business and corporate social responsibility.

Chris McClureChris began his career developing artists for labels and publishers, then as a manager for Irving Azoff's Front Line Management. At Front Line, Chris worked alongside a roster of 250+ artists through album cycles, touring cycles, and corporate sponsorship campaigns, with a strong focus on leveraging social media to galvanize audiences for a direct-to-fan/consumer experience. Currently, Chris is founder of Transmedia Creatives, and has worked with such brands as Variety, Microsoft, Samsung and Virgin Mobile.

Greg PeckGreg has been a successful real estate and hotel entrepreneur for many years. He is the owner of Crescent Hotel Group, based in Beverly Hills. Greg was also an owner and developer of the Cooper Union Square, a luxury independent hotel in Downtown Manhattan (which he subsequently sold to Andre Balazs to be the new Lower East Side Standard Hotel). Greg earned his degree in Mathematics and Economics from Columbia University, New York.