Executive Summary Mission: To create a social, user-centric platform that simplifies people’s life online by connecting their networks, communities, web 2.0 services, friends, profiles and content, wherever and however they choose. Why we matter: MyLifeOnline delivers a platform that users are crying out for. Online user interaction is transforming quickly as social networking, tools and services are being adopted at a faster rate than the growth of their predecessor technologies. As the adoption of new interactive services and networks continues, users are getting more and more frustrated with the difficulty of managing many disparate networks, related friends and services and the corresponding login credentials they all entail. The growth of online networks fuels the need for MyLifeOnline. The MyLifeOnline platform simplifies and centralizes a user’s life online, and allows for it to be easily syndicated anywhere on the web, leading the way to the emerging user-centric web (Web 3.0). What we do: MyLifeOnline powers the user-centric web (Web 3.0) by placing the user in control of their online experience … wherever and however they choose. Provide a destination portal (www.MyLifeOnline.com, currently still www.MyLifeBrand.com pending branding transition) that allows users with a personal dashboard for managing their online experience. Plug-in services to any website that provide the same MyLifeOnline services within the context of that website, an empowering the ‘long tail’ of the web. Widgets that allow the user to aggregate and share their online experience from anywhere on the web. Mobile services that extend the ‘personal dashboard’ to mobile devices. - Specific services that differentiate us: In addition to aggregating branded services that are dominate in today’s web experience, MyLifeOnline also provides the following differentiating services: Single, secure, sign-on that makes web navigation frictionless, including a MyLifeID (OpenID compatible) login credential. Central access and management of user’s social networks, communities and services, and the ability to easily navigate between them. We call this bringing down the walled gardens of the current web, and migrating to the user-centric web (Web 3.0). Ability for individual users to create their own communities (like Ning) that are connected by common navigation so that they all can be accessed by a single sign-on along with the user’s other networks and services. Page 1 of 5 Copyright © 2008 MyLifeOnline - Revised: June 1, 2008 - - - - - Social connectivity with a user’s content on various disparate third-party networks (e.g., Facebook, MySpace, LinkedIn, YouTube, Flickr, etc.), allowing for users to interact with their relationships on these networks from a single interface. Enable syndication of user’s profile information, networks, communities, and favorite services via an uber-widget called Wameba (Wa-meeba) that is accessible or shareable anywhere on the web. Various privacy and identity management services (via strategic integration partner, Demoxi), that provide for secure management of web login credentials as well as the foundation for future data modeling and personalized ad delivery services (which will result in premium monetization). A platform for aggregating a community’s content and user services into a comprehensive community portal (rather than disparate community services scattered across the web) that better engages community and user, as well as makes it easier for the user to navigate and connect with their communities of interest. Monetize user’s online activity through a unique revenue program that creates stored value for the user that they can manage and control. Strategy to scale MyLifeOnline’s marketing focus is to provide social community services for existing portals, membership communities, and marketing brands that service an existing constituency. Research indicates that these existing ‘brand-related communities’ provide more relevance, stickiness, and long-term sustainability to users than generic social networks (e.g., MySpace) because of their content relevance to the user. MyLifeOnline’s offering is to enable these constituents with groundswell technologies that make it easier for users to engage and participate in their communities of interest at a deeper more comprehensive level. In effect, MyLifeOnline is harnessing the groundswell by making all of the disparate technologies simpler to use around the communities of relevance and interest to that particular user. MyLifeOnline benefits from acquiring membership databases or portal traffic quickly as well as developing sustainable, defendable relationships with these community partner organizations. By managing the user database, and related user/community services, MyLifeOnline is able to adopt community partner users/constituents as its own active members, while also establishing a more defendable, long-term relationship with these users than traditional, broad social networks. The cost for MyLifeOnline user acquisition is virtually zero based upon adopting existing traffic and members of its partner organizations, and their efforts (and cost) in promoting user adoption. Revised: June 1, 2008 Page 2 of 5 Copyright © 2008 MyLifeOnline What stage we are in: MyLifeOnline released its Beta service in August 2007. It has cultivated a member reach of over 660,000 members from various community partners that are being hosted on MyLifeOnline and in the process of being converted to active users. Revenues reached $232,000 for 2007 and are at a current annualized run rate of over $1 million. MyLifeOnline is currently in the process of their Series A raise (pre-money of $7.5 million), which will be approximately $2.75 million, including the conversion of a $1 million bridge that was raised from mid 2007 to date. Monster Venture Partners (www.monsterventurepartners.com) is the lead Series A investor, as well as a founder investor. Primary use of funds will be to scale the company’s proven sales and membership build models, and position the company for a Series B raise at the end of 2008. A proven business model: MyLifeOnline is monetized by both near-term and long-term initiatives, as follows: Near-term Monetization Configuration and monthly service fees for all community partner deployments. MyLifeOnline supports a ‘Pro’ partner layer that provides non-customized services (and by the end of Q3 will be deployable from a self-serve web model), as well as an ‘Enterprise’ model that supports customization and integration with the partner’s proprietary data and services. Ad revenue generated from user page views that is shared with community partners. Community partners can also pay for an ad buyout so that they can serve their own advertising. Transaction fees for commerce transactions (e.g., ecommerce transactions, media transactions, mobile SMS transactions) as well as opt-in marketing surveys that are offered in conjunction with select communities as part of a user adoption campaign. - - Long-term Monetization Data modeling services (recurring revenue) to communities and marketing brands, by providing analytical reports about their membership. Premium advertising by leveraging the detailed, anonymous user attributes collected by the MyLifeOnline data model to provide personalized, engaging advertisements. Company history: - Founded July 2006. - Alpha Product Launch June 2007. - Beta Product Launch August 2007, providing initial user traction and in-market learning. - Management team with a track record, and experience executing with high capital efficiency. - 15 employees and/or dedicated contractors, as well as 10 highly-experienced sales reps. Revised: June 1, 2008 Page 3 of 5 Copyright © 2008 MyLifeOnline Competitive landscape: - Community White Labels: we differentiate by our navigation (white labels provide silo communities), our social connectivity services (white labels can also be our customers), and our ability to customize and integrate with enterprise proprietary data and services (white labels provide generic services). Competitors: Ning, KickApps, PeopleAggregator Social Interoperability Services: we differentiate from services like Google’s Friend Connect by providing services that can be integrated as an agnostic web service (rather than Google’s branded Google-centric approach) as well as integrate with proprietary community services (other services only work with major generic social networks). Competitors: Friend Feed, ProfileLinker, Google’s Friend Connect Highlights of the market opportunity • The average person belongs to 10-15+ different communities of membership or affinity. • As membership to social networks continues to increase, the complexity of managing multiple communities and services has increased dramatically, will this problem will continue to dramatically increase over the next 3-5 years as constituent organizations adopt social community services. • Online ad spending for social networking is projected to grow 8X by 2011. Relevant, targeted advertising is viewed as the holy grail opportunity for web monetization. Services (such as MyLifeOnline) with user-centric data models are best poised to capitalize. • Social media users will grow to over 1 billion by 2012. • Membership organizations are faced with a high need to upgrade their web presence so that they are more relevant and accessible to their constituents in the fast changing Web 2.0 and emerging Web 3.0 worlds. 1 Web 2.0 and Beyond Your Experiences Unlimited marketplace of networks, communities, services and content 2 Our Platform Your Organizer Easily collects, organizes and manages your networks, profiles, friends and content 3 Wameba Your Package Elegantly wrapped, fun to open, easy to share with others Revised: June 1, 2008 Page 4 of 5 Copyright © 2008 MyLifeOnline Key business highlights: - A deep sales channel approach across many interest verticals focused on building distribution partnerships with large on-line and off-line websites and companies with installed member bases and/or traffic, at a near zero-cost to MyLifeOnline. Interoperability and transactional uniformities ease navigation, encourage cross-pollination of communities, ramp membership and spark transactions among fragmented but affinityminded communities. A monetization model that converts each community partner and user into a motivated marketing partner. Opportunity to capture a market leader position in the emerging user-centric web (Web 3.0) by monetizing the extensive data modeling that the MyLifeOnline platform produces into premium advertising a market analytic services. - - Revised: June 1, 2008 Page 5 of 5 Copyright © 2008 MyLifeOnline