Diapositiva 1 - Primi Sui Motori

Transcription

Primi sui Motori S.p.A.
We help companies use the Internet to communicate
May 2013
Notices and disclosures
 This document (herein the "Document") was created by Primi sui Motori S.p.A. (herein "PSM" or the
"Company").
Confidentiality
 This Document is strictly confidential. Therefore, neither the Document nor any part thereof may be
disclosed to third parties or used for purposes other than those listed in the Document. Furthermore, the
Document may not be copied or reproduced in any way, in whole or in part, without the written permission
of PSM. Therefore, it is expressly understood that acceptance of this presentation implies that consent is
bound by the restrictions contained therein.
 If at any time the recipient should disagree with this constraint, they should immediately return the
Document, including its attachments, if any, to the Company.
The Document in its entirety represents neither the Company nor the project the Company aims to carry out
and, therefore, some information related to it may have been omitted. The Company is under no obligation to
provide the recipient with any updates or additions to the document regardless of whether errors, omissions or
inaccuracies should come to the fore.
Information
Although the Document was carefully and diligently drafted, the Company does not guarantee the
completeness, accuracy and correctness of the information, projections or opinions expressed therein. Some
parts of the Document contain statements that are long-term forecasts, which represent estimates that are
subject to risks and uncertainties and, therefore, may differ, even substantially, from any future results.
Neither the Company nor its employees and contractors assume any responsibility for the document's
content, even in cases where the recipient may suffer, even implicitly, any damages or losses arising from the
omission of information, data and analyses.
© Primi sui Motori 2013 - Strictly confidential - All rights reserved - No reproduction or diffusion without written authorization
2
The playlist
The target market
History and organisation
The offer
The Business model
The Business plan
3
The size of the Internet market in Italy
Total Internet users/month:
29,600,000 (+7% compared to January 2012)
on an average day: 14,700,000 (+10.2% compared to
January 2012)
Average time spent on the Internet daily: 1 hour and
28 minutes (+5.6% compared to January 2012)
Average number of page views per person: 165
25 million users of online videos
24 million registered in Social Networks
13.5 million registered in Forums
6.5 million continuously follow Blogs
Smartphone + 32 million
Tablet 2.9 million
Internet TV 2.5 million.
Mobile Content +17%
Source ComScore: Europe Digital Future in Focus 2013 – Apr 2013
Nielsen Internet Audience in January 2013 and Observatory of the Milan Polytechnic
4
Overview of Web marketing and Online Advertising
Despite an overall decline in advertising spending
in the Jan/Aug 2012 period (-10.5% compared to
the same period in 2011), the Internet channel
recorded an increase of about 11% in advertising
investment compared to the Jan/Aug 2011 period.
Source: Nielsen
Acquisition cost of customer by channel ($)
The acquisition cost of a customer with Web
Marketing tools is the lowest on the market.
Maximum return on advertising investment.
Accurate segmentation and targeting.
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Motori di
ricerca
Pagine
Gialle
Banner
E-mail
Mailing
Source : Jupiter
5
The playlist
The target market
The offer
The Business model
The Business plan
6
The history of Primi sui Motori: 15 years and many satisfied
customers
.
1998
 Alessandro Reggiani founded a software company named Syner.it Informatica aimed at SME customers. The company evolved over time
from a system integrator to a web agency. In 1998, Google was also born, and anticipating the market needs, Syner.it invested in the
development of know-how in the field of Search Engine Optimization (SEO).
2004
 In 2004, the brand Primi Sui Motori, the positioning service created by the company, was founded. Various web-agencies began to use it,
distributing it to their customers nationwide.
2007
 In 2007 Primi sui Motori S.p.A. was born as a spin-off of Syner.it Informatica’s "internet and positioning" branch. Providing SEO services
became the core business.
2008
 A project was started for the national expansion of the direct sales network, offering Search Engine Marketing (SEM) services, and
Search Engine Optimization (SEO) for positioning on search engines.
2009
• Primi sui Motori expanded its range of Web Marketing services and further expanded the sales network and the number of employees to
support the business' fast growth.
• Equilybra Capital Partners acquired 20% of Primi sui Motori.
2010
• The company continued to develop new services and expand its network of agents over SMEs, consolidating trade policy and
strengthening its organisational structure.
• The skills acquired also enabled Primi sui Motori to serve medium-to-large businesses.
7
Corporate structure
Primi sui Motori was born in
2007, as a spin-off of the
"internet and positioning"
branch of the software
company Syner.it Informatica
Srl
Shareholding structure
Giuseppe
Marmo
6%
Managers
2,74%
Equilybra
Capital Partners
14,9%
Around 20% is currently
traded on the market
Equilybra Capital Partners is
an investment company
established by Matteo Gatti
and Paolo Prati. It became a
20% shareholder of PSM in
2009
Float
19,6%
Syner.it
Informatica Srl
56,8%
The share capital of Syner.it Informatica is as follows:
- Alessandro Reggiani 92.5%
- Daniele Mariano 7.5%
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The playlist
The target market
The offer
The Business model
The Business plan
9
SEO Search Engine Optimization
The Core Business: Primi sui Motori is an Italian leader in search engine optimization service for
natural positioning.
SEO (Search Engine Optimization):
Natural Positioning is the
positioning generated by the
search engine algorithms based on
the best match between the
research carried out and content
available on the web. It is the most
reliable result and the one most
highly respected by web surfers.
PSM helps SMEs to improve their
natural positioning.
10
Case History
Company
Report
Faraone is a producer of steel and aluminum frames.
Report produced by the technological platform.
NUMBER OF OVERALL RESULTS
ACHIEVED FOR CUSTOMERS ON
SEARCH ENGINES (15 search engines) *:
- Position 1: 207,021
- Page 1 (2nd to 10th place ): 204,530
- Page 2 (11th to 20th place ): 74,593
Notes: * The current client portfolio consists of approximately 5,000 customers. The positioning of each customer is
estimated based on the series of keywords chosen (between 5 and 25 keywords).
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The offer
Siti Internet
Sales Break down by products
2,05%
3,40%
0,95%
2,96%
Positioning
Web Sites
13,84%
Social Networks
E-commerce
Social
PSM Panel
76,80%
Various
PPV
12
The new services 2013
WEB REPUTATION
APPS
Primi sui Motori designed and developed "DICONO DI ME", a solution Together with its subsidiary 3Ding Consulting, Primi sui
Motori is building a platform to create standard APPs
for Monitoring, Analysis and Measurement of Online Reputation.
for the Italian SMEs.
In fact, the advent of Smartphones and tablets has led
to
the
disruption
of
the
traditional
advertising/promotional channels and made the
Mobile Apps into successful advertising tools
encouraging customer loyalty (user engagement) The market for Mobile Apps is not mature yet and still
has potential to be explored.
In 2013 the growth of this market should be around
62% reaching a market share of $25bnPrimi sui Motori aims to spread this service by
creating a solution that is easy to use but also
customizable depending on the preferences and
needs of the individual customer (development by
2013)
13
The playlist
The target market
The offer
The Business model
The Business plan
14
Business model
Reporting
Providing service
Stipulation
Contract
Meeting
Pre-sales
First contact
The first approach
with the customer can
take place in different
ways:

Call center
Appointment by the
potential customer via
the website
 The pre-sale call is
made
by
the
agents
or
a
qualified internal
employee
to
understand
the
customer's needs
 The agents meet
the customer to
further examine
needs and to plan
positioning
on
search engines
 The
services
offered by Primi
sui Motori are
then described
 The agent handles
the signing of the
contract with the
new customer
 Production
handles
project
development and
provides
the
service
 The customer is
updated regularly
(every 3 months)
with an email
report that shows
the improvements
in positioning
 The
Customer
Care
Office
contacts
the
customer
to
define the terms
and conditions of
the contract
Cross Selling
Word of mouth
between customers
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Customer type
Primi sui Motori has a very diversified client portfolio that covers all sectors.
The Company's business clientele is very fragmented, and consists of over 5,000 companies.
The Company’s business clientele is concentrated mainly in the North, with almost a third of the customers located in
Lombardy and Emilia Romagna
16
Sales network
The company has three sales networks which guarantee wide coverage across the country:
1. A network of over 80 external agents with regional
offices
2. An internal network of 12 managers/agents
3. As of April 2013, the company is implementing a new
network, PrimiCom, which currently involves 20
agents dedicated to selling online advertising.
17
The Customers and the "4 quadrants"
The Primi sui Motori market can be segmented into 4 areas depending on the level of technical skills and the level of
perception with respect to the Internet channel.
Technical skill
Medium low
Medium high
THE CURIOUS
Experts: segment in which PSM is not yet present, but plans
to enter. The average expenditure is very high and the
services are highly customized.
Average expenditure
3.000 €
They have a website with
poor visibility or that they do
not actively use
EXPERTS
Average expenditure over 50
thousand €
Medium to large companies
willing to invest in online
marketing
2
1
Medium low
Internet perception
The Curious: about 3,500 customers, and this is PSM's main
segment, with no competitors. This segment has a large
customer potential
Medium high
4
BEGINNERS
Average expenditure less
than 1.000 €
Those who do not have a
website or have a web page on
sites operated by third parties
The Curious: about 1,000 customers, and this is the second
target segment of PSM, with a large number of potential
customers, but characterized by greater competition.
PROACTIVE
Average expenditure
10/20 thousand €
Those very likely to use the
internet
3
Proactive: about 500 customers, mainly SMEs. Although
there is a high potential in terms of customers, the segment
provides high profit margins thanks to the customization of
the services offered.
18
The playlist
The target market
The offer
The Business model
The Business plan
19
Strengths
Critical success factors
COMPANY LISTED ON AIM, ALTERNATIVE INVESTMENT MARKET
ABILITY TO BE AHEAD OF THE MARKET TRENDS
WIDESPREAD DISTRIBUTION NETWORK
WIDE RANGE OF SERVICES
SIGNIFICANT TRACK RECORD
FRAGMENTED CLIENTELE
FIRST MOVER
5.000
CUSTOMERS
20
The past 10 months …
July
 Primi sui Motori listed on AIM in the Italian Stock Exchange.
Investor & Advisor at
Primi sui Motori
 Since September 2012
 Since July 2012

 2007
Business&Project
manager
at
Lottomatica
 1995 Participated in the operational start up
of Omnitel
 Graduated in Business Studies , London
is a member of the Board of
Directors at Primi sui Motori
Since July 2012 Investor & Advisor at Primi sui Motori
 Former CEO of RCS Digital, RCS Quotidiani and Unidad Editorial
Giorgio Valerio  Graduated in Business Administration, University of San Francisco
July
 Since April 2013 is
Enrico Berlingieri
a member of the Board of Directors at Primi sui
Motori
 Since July 2012
Giorgio Avanzi
Investor & Advisor at Primi sui Motori
 Former General Manager at CartaSì
 Graduated in Economics at Bocconi University
Chief Financial
Officer at Primi sui Motori
 Since November 2012 is the
 2007- May 2012: CFO at Erg Renew S.p.A. and
concurrently Managing Director and Tax Manager
at Erg Power&Gas S.p.A
November
 2005-2006: CFO at EnerTard S.p.A. (listed on the
Milan Stock Exchange)
 2002-2005: Director of Corporate Administration
later CFO at Tecnosistemi S.p.A
 Graduated in Business Administration at Bocconi
University in Milan
Luca Giorgerini
 Since December 2012
Investor & Advisor at Primi sui Motori
 Director of External and Institutional Relations at Telecom Italia
 Corporate Communications Director at Luxottica Group
 Director of External and Institutional Relations at such Groups as: Vodafone Italia and RCS Media
Group
December
Carlo Fornaro
 Graduated in Modern Literature at La Sapienza University in Rome
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The past 10 months …
 Since February 2013 he is
Marketing Director at Primi sui
Motori
February
 2003- 2013: Xtension, consulting firm, co-founder & partner
 2001- 2003: Wopps (Omnia Network S.p.A. Group ) Partner
Cesare De Giorgi  2000- 2001: Fiat Group, Ciaoweb, Head of Partner & Customer
relationship management
March
 1995- 2000: Participated in the development and
launch of Omnitel Vodafone with different roles in
Sales & Marketing
 Graduated in Business Administration from Bocconi
University in Milan
 He is Topic Leader, Innovation & Technology @
Bocconi Alumni Association
• Primi sui Motori reached an agreement for the acquisition of a 51% stake in 3Ding
Consulting Srl, an operator specialized in APPs for mobile devices, web applications and
advanced visual communication (digital signage)
 Primicom was born, Primi sui Motori's On Line ADV division
April
May
 Primi sui Motori launched DiconoDiMe, the brand new platform for selfmade Web Reputation, which will allow our customers to monitor the
Buzz and sentiment on the major search engines and social networks.
• Capital increase due to acquisitions
• Capital increase due to growth
22
Strategies
The launch of new businesses: Web Reputation services and Apps (included in
the plan from 2014)
The creation of the PrimiCom advertising network (included in the plan from
2014)
Strengthening the brand
Cross-selling and customer care, thanks to the creation of the internal
Marketing and Business Development division
Strategic Joint Ventures
External growth
23
The Business plan
Revenue by sales network
€/000
25.000
6.000
5.000
20.000
21.155
15.000
10.000
Ebitda €/000
4.000
5.174
3.000
10.523
2.000
5.000
1.885
1.000
0
REVENUES 2012Act
RICAVI 2015
0
EBITDA 2012- Act
EBITDA 2015
The business plan was developed taking into account:
- The target sector and leadership position that provide ample room for growth
- The pursuit of strategies
In the business plan, the following have NOT been considered:
- The strategic Joint Ventures
- External growth
24

Diapositiva 1 - Primi Sui Motori

Transcription

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