PPT案例-LinkedinB輪融資商業(yè)計劃書

1、PPT案例-LinkedinB輪融資商業(yè)計劃書PPT案例-LinkedinB輪融資商業(yè)計劃書Find and Contact the People You Need Throughthe People You Already TrustAugust 2019CONFIDENTIALAugust 2019LinkedIn is Professional People search 2.0 Professional people search includes 3 key components LinkedIn premium services Service providers Jobs Dea

2、ls andnetworking 1. Targeted ads: Contextual text ads targeted on search terms and profiles $Listings: Jobs listing filtered through each professionals network3. Subscriptions: Service extending reach of each professionals network $ $ August 2019CONFIDENTIALLinkedIn is Professional PeoplThe problem:

3、 There is no effective, trusted way for professionals to find and transact with each other online Selecting service providers from yellow pages fails Selecting employees from resume databases fails Reaching professionals through directories failsAugust 2019CONFIDENTIALProfessional People Search 1.0

4、Uses Flat DirectoriesAugust 2019Professional PeopleAugust 2019CONFIDENTIALProfessional People Search 2.0 Leverages Networks Internet 1.0=Search and transact via flat directories Internet 2.0=Search and transact via networksAugust 2019Professional PeopleAugust 2019CONFIDENTIALeBay: Online Goods Listi

5、ng 2.0 Goods Listings 1.0: Online ClassifiedsAssess sellers reputation by looking at each individual sellers claimsGoods Listings 2.0:eBayAssess sellers reputation by looking at network of transaction between usersAugust 2019eBay: Online Goods August 2019CONFIDENTIALPayPal: Online Payments 2.0Online

6、 Payment 1.0Citibank et alDetect fraud by looking at each individuals behavior in isolation Online payments 2.0 PayPalDetect fraud by looking atNetwork of transactions between usersAugust 2019PayPal: Online PaymAugust 2019CONFIDENTIALGoogle : Search for Things 2.0Search for Things 1.0AltavistaRank s

7、earch results by looking at Each individual page in isolationSearch for Things 2.0GoogleRank search results by looking at network of links between pagesAugust 2019Google : Search foAugust 2019CONFIDENTIALLinkedIn : Professional People Search 2.0Professional People Search2.0:LinkedInAssess profession

8、als by looking at network of relationships between usersProfessional People Search 1.0:Monster , Lexis Nexis, et alAssess professionals by looking at each individals claimsAugust 2019LinkedIn : ProfessAugust 2019CONFIDENTIALEstablishing the Network : Our First PriorityFor eBay, PayPal, Google, and L

9、inkedIn, the key is the networkWhere the network is the key, the first mover is critical to revenuePayPal waited until 4 million registered users before turning on revenue-today ,revenue is $400MM+August 2019Establishing the NeAugust 2019CONFIDENTIALNetwork Growth : Commitment from Series AAugust 20

10、19Network Growth : CoNetwork growth :Success “LinkedIn has quickly become the Internets largest online business network.”“LinkedIn is most strict about keeping its siteSolely for professional, business purposes.” Forbes March 2019Network growth :Success “LinkeAugust 2019CONFIDENTIALLinkedIn leads th

11、is MarketRegistered users of online professional network toolsFebruary 2019(Total=0.3 Million)Non-LinkedIn numbers are estimates based on best available intelligenceAugust 2019LinkedIn leads thisAugust 2019CONFIDENTIALLinkedIn has highest rate of adoptionLinkedIns share has increased from 54% 6 mont

12、hs ago to 73% todayTipping point effects means mean LinkedIns share will continue to increaseRegistered users of online professional network toolsAugust 2019(Total=1.2 Million)Non-LinkedIn numbers are estimates based on best available intelligenceLinkedIn Has Grown Its LeadAugust 2019LinkedIn has hi

13、ghesLinkedIn is the Marked Leader Numbers as of 8/0.4. Non-LinkedIn numbers are estimates based on best available intelligence. “users”: registered users currently actives in the system“Email addresses”: registered users + other individuals who are not users, but whose email addresses have been ente

14、red into the system by users LinkedIn is the Marked Leader Growth Includes Major GroupsProviding Strong Brand Endorsement“Red Herring chose LinkedIn for Groups as the professionalNetwork tool for our conference to allow attendees to createLasting relationships and to promote Red Herring to LinkedIns

15、 hundreds of thousands of high-quality professional users.”Additional Groups live since launch in April 2019Additional Conferences Supernova BlogOnAdditional Alumni Groups(mostly class-level) Haas School of Business MIT TechLink Mayfield Fellows Carnegie Mellon University of WashingtonAdditional Pro

16、fessional Groups Chinese Software Professionals Association InterFrench Industry Standard Internet Executive Group Press Club of California Pdma NorCal Association of International Product Marketing and ManagementAdditional Corporate Alumni Groups Sun Microsystems Alumni Association HP Alumni Associ

17、ationPlus more than 50 other similar Groups15-2- new Groups added per monthGrowth Includes Major Groups“RStrong Results With Less Than $4 Million SpentLarge user base930K+ white-collar registered users29K+ weekly user growth rate23 M+ unique email addresses uploaded Business developmentDirect Employ

18、ers AssociationAmerican Express OPEN (at contract)10+ new inbound opportunities per weekHigh-quality users22% of users are CxOs/senior execs100+ countries130+ industries Increasing usage levels20% of old users log in per month1M+ user searches per month20M+total member page views per monthDesktop(no

19、t promoted)6K+ IE toolbar installs18K+Outlook toolbar installs2.5M email addresses uploaded via toolbar Groups50+Groups live20+new Groups launch per month300+ Groups in pipelineStrong Results With Less Than Great Inbound Business Development Dominant non-profit consortium of Fortune 500 Hr departmen

20、ts and University career centers Fourth-largest job database online Two-year exclusive agreement launched Exposure of LinkedIn to 2 million American Express small business cardholders Strong brand endorsement of LinkedIn Currently at contractGreat Inbound Business DevelopLinkedIns Market-Leading Pos

21、ition CreatesStrong Barriers to Entry Inherently viral product design with tipping point effects Promotes ongoing market leadership Reputation system and network of relationships between users Enables very strong network effects and user trust 2 key patents in viral marketing and “social networking

22、” 1 granted,1 pending with 2019 priority dateLinkedIns Market-Leading PosiThe Network Enables Revenue Network-based reputation system creates trust : key to high transaction volume Network-based fraud detection system makes the business economically viable Network-based page rank systemproduces eBay

23、 takes % transaction Reputation system is not directly monetized PayPal takes % of transaction Fraud detection is not directly monetized AdWords are shown in search results Page rank system is not directly monetizedValue of the network Revenue model(high-level)and of course, user-based network effec

24、ts are key to making the business valuableThe Network Enables Revenue The Network Enables Revenue Network-based reputation system creates trust : key to high transaction volume and utility 1.InLeads: Contextual search text ads 2.Opportunities:network-filtered job listings 3.Network Plus: network-ext

25、ending subscription Reputation system is not directly monetized (Universal service stays free for all users)Value of the network Revenue model(in detail) Building the network is the challenge , and LinkedIn has the foundationThe Network Enables Revenue The Network Enables Revenue InLeads , Opportuni

26、ties, and Network PlusLinkedIn Universal Free ServiceRevenueNetworkThe Network Enables Revenue InLinkedIns Market Opportunity Is Large Google AdWords for people Lexis-Nexis for services Yellow pages/directories Monster et al Classifieds Match et al Search ads:$2.8B Lexis-Nexis:$2.3B Offlline yellow

27、pages , directories, and local ads $10B+ Jon sites:$0.8B(excluding classifieds)Personals sites:$0.6B Comparables Comparable market sizes(2019) 1.InLeads(Targeted ads)2.Opportunities(Listings) 3.Network Plus(Subscriptions)LinkedIns Market Opportunity 1.LinkedIn InLeads Does for Professionals What Goo

28、gle AdWords Does for Products 35K+ daily professional searches45K+ daily member page views“Ive closed over $100K worth of business so far , and currently have $400K of deals in the pipeline, thanks to LinkedIn.”-Todd Defren , SHIFT Communications1.LinkedIn InLeads Does for Pr1.Market for InLeads:Sea

29、rch Advertising Is Large and Growing Fast LinkedIn InLeadsImproves on GoogleAdWords modelInfo on searcher Focused white-collar demographic($2-$50 CPC vs. $0.35 CPC for unfocused demographic) Ability to monetize CPM, CPC,and leadsSources:PriceWaterhouseCoopers, Goldman Sachs1.Market for InLeads: Link

30、edIn2.LinkedIn Opportunities Lets UsersLeverage Their Network to Hire2.LinkedIn Opportunities Lets 2.Reputation-Based Prioritization of CandidatesSaves Time and Money“I used LinkedIn to search for a Marketing VP and $30.,000 I would have otherwise paid a headhunter.”-Anonymous CEO (quoted in Forrest

31、er report, July 2019) “LinkedIn helped me to easily find and contact 10 product managers , one of whom Iended up hiring . LinkedIn saved me a significant amount of time and effort.”-Jeremy Liew , GM, Netscape (hire placed in Columbus, OH) “Through LinkedIn I was able to find the perfect match for a

32、sales manger opening , and it saved us over $20.000 in search costs.”-Adam Honig,CEO,Akiba (New York, NY)2.Reputation-Based Prioritizat2.Market for Opportunities:Existing Online Job Markets Are Large But Inefficient2.Market for Opportunities:3.LinkdIn Network Plus GivesPower Users Extend Reach3.Link

33、dIn Network Plus Gives3.Market for Network Plus:Large Online Personals Market Provides Comp “LinkedIn has taken referral-based job hunting to the next level.” March 2019 Sources:Goldman Sachs, Marketdata Enterprises3.Market for Network Plus: “LiRevenue Is Near-Term Remains free(large user base is ke

34、y revenue-generating asset) Already live CPC pricing set by free market auction 1/05 CPM pricing $3-$10 depending on categoryEOI(lead generation) pricing $25+ $79 per listing(remains open for 30 days) 11/04Price levels increase post-2019 $5.95 per month or $59.95 per year 1/05Price levels increase p

35、ost-2019 LinkedInUniversalService 1.InLeads(Search ads) 2.Opportunities(Listings) 3.Network Plus(Subscription)Pricing plan(preliminary) Launch timing Revenue Is Near-Term Remains Internet 2.0 Business Model:High Revenue and High Margins Great revenue potential for InLeads , Opportunities , and Netwo

36、rk Plus Law of large number ensures high revenue very high operating margins Free customer acquisition, digital goods transactions with zero increment cost Operating margins virtually breakeven even for universal free service Execution difficulty decreases as LinkedIn grows the network Hardest part

37、is building large, ,high-quality user base Internet 2.0 Business Model: Series B Brings LinkedIn toOperating Profitability in 2019Key assumptions in LinkedIn modelMacro assuptions Monthly user growth of 3%-13%(below current level) Monthly usage growth rate of 5%-10%(below current levels)1.InLEADS(se

38、arch ads)assumptions CPMs prices at $3-$5,CPCs priced at $1(both well below comps) Clickthrough and conversion rates of 0.6%-2.75%2.Opportunities(listings)assumptions Listing pricing at $793.Network Plus(subscription)assumptions Subscription rat of 0.5%-0.3%(high end of range not until 2019) Series B Brings LinkedIn toKeSeries B Brings LinkedIn toOperating Profitability in 2019Series B Brings LinkedIn toBusiness and Tech Team Has Strong Track-RecordReid Hoffman , CEO Former EVP and Founding Board Member , PayPal Investor in Friendster , Ironport , Six Apart , Vendio et