案例-LinkedinB輪融資商業(yè)計劃書ppt課件

1、1Linked in Your network is bigger than you think Series B August 20192Find and Contact the People You Need Throughthe People You Already TrustAugust 2019CONFIDENTIAL3LinkedIn is Professional People search 2.0 Professional people search includes 3 key components LinkedIn premium services Service prov

2、iders Jobs Deals andnetworking 1. Targeted ads: Contextual text ads targeted on search terms and profiles $2. Listings:3. Jobs listing filtered through each professionals network3. Subscriptions: Service extending reach of each professionals network $ $ August 2019CONFIDENTIAL4The problem: There is

3、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 Uses Flat

4、Directories5August 2019CONFIDENTIALProfessional People Search 2.0 Leverages Networks Internet 1.0=Search and transact via flat directories Internet 2.0=Search and transact via networks6August 2019CONFIDENTIALeBay: Online Goods Listing 2.0 Goods Listings 1.0: Online ClassifiedsAssess sellers reputati

5、on by looking at each individual sellers claimsGoods Listings 2.0:eBayAssess sellers reputation by looking at network of transaction between users7August 2019CONFIDENTIALPayPal: Online Payments 2.0Online Payment 1.0Citibank et alDetect fraud by looking at each individuals behavior in isolation Onlin

6、e payments 2.0 PayPalDetect fraud by looking atNetwork of transactions between users8August 2019CONFIDENTIALGoogle : Search for Things 2.0Search for Things 1.0AltavistaRank search results by looking at Each individual page in isolationSearch for Things 2.0GoogleRank search results by looking at netw

7、ork of links between pages9August 2019CONFIDENTIALLinkedIn : Professional People Search 2.0Professional People Search2.0:LinkedInAssess professionals by looking at network of relationships between usersProfessional People Search 1.0:Monster , Lexis Nexis, et alAssess professionals by looking at each

8、 individals claims10August 2019CONFIDENTIALEstab ng the Network : Our First PriorityFor eBay, PayPal, Google, and LinkedIn, 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 ,revenu

9、e is $400MM+11August 2019CONFIDENTIALNetwork Growth : Commitment from Series A12Network 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 201913August 2019

10、CONFIDENTIALLinkedIn leads this MarketRegistered users of online professional network toolsFebruary 2019(Total=0.3 Million)Non-LinkedIn numbers are estimates based on best available intelligence14August 2019CONFIDENTIALLinkedIn has highest rate of adoptionLinkedIns share has increased from 54% 6 mon

11、ths 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 Lead15LinkedIn is the Marked

12、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“ addresses: registered users + other individuals who are not users, but whose email addresses have been entered into the system by users 16Gro

13、wth 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 hundreds of thousands of high-quality professional users.Addi

14、tional 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 Professional Groups Chinese Software Professionals Association Int

15、erFrench 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 AssociationPlus more than 50 other similar Groups15-2- new Groups add

16、ed per month17Strong Results With Less Than $4 Million SpentLarge user base930K+ white-collar registered users29K+ weekly user growth rate23 M+ unique email addresses uploaded Business developmentDirect Employers AssociationAmerican Express OPEN (at contract)10+ new inbound opportunities per weekHig

17、h-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(not promoted)6K+ IE toolbar installs18K+Outlook toolbar installs2.5M email addresses uploaded

18、 via toolbar Groups50+Groups live20+new Groups launch per month300+ Groups in pipeline18Great Inbound Business Development Dominant non-profit consortium of Fortune 500 Hr departments and University career centers Fourth-largest job database online Two-year exclusive agreement launched Exposure of L

19、inkedIn to 2 million American Express small business cardholders Strong brand endorsement of LinkedIn Currently at contract19LinkedIns Market-Leading Position CreatesStrong Barriers to Entry Inherently viral product design with tipping point effects Promotes ongoing market leadership Reputation syst

20、em and network of relationships between users Enables very strong network effects and user trust 2 key patents in viral marketing and “social networking 1 granted,1 pending with 2019 priority date20The Network Enables Revenue Network-based reputation system creates trust : key to high transaction vo

21、lume Network-based fraud detection system makes the business economically viable Network-based page rank systemproduces eBay takes % transaction Reputation system is not directly monetized PayPal takes % of transaction Fraud detection is not directly monetized AdWords are shown in search results Pag

22、e rank system is not directly monetizedValue of the network Revenue model(high-level)and of course, user-based network effects are key to making the business valuable21The Network Enables Revenue Network-based reputation system creates trust : key to high transaction volume and utility 1.InLeads: Co

23、ntextual search text ads 2.Opportunities:network-filtered job listings 3.Network Plus: network-extending 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 Link

24、edIn has the foundation22The Network Enables Revenue InLeads , Opportunities, and Network PlusLinkedIn Universal Free ServiceRevenueNetwork23LinkedIns Market Opportunity Is Large Google AdWords for people Lexis-Nexis for services Yellow pages/directories Monster et al Classifieds Match et al Search

25、ads:$2.8B Lexis-Nexis:$2.3B Offlline yellow 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)241.LinkedIn InLeads Does for Profe

26、ssionals What Google 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 Communications251.Market for InLeads:Search Advertis

27、ing 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 Sachs262.LinkedIn Opportunities Lets UsersL

28、everage Their Network to Hire272.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 Forrester report, July 2019) “LinkedIn helped me to easily find and contact

29、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 sales manger opening , and it saved us over $20.000 in search costs.-A

30、dam Honig,CEO,Akiba (New York, NY)282.Market for Opportunities:Existing Online Job Markets Are Large But Inefficient293.LinkdIn Network Plus GivesPower Users Extend Reach303.Market for Network Plus:Large Online Personals Market Provides Comp “LinkedIn has taken referral-based job hunting to the next

31、 level. March 2019 Sources:Goldman Sachs, Marketdata Enterprises31Revenue Is Near-Term Remains free(large user base is key 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(rema

32、ins open for 30 days) 11/04Price levels increase post-2019 $5.95 per month or $59.95 per year 1/05Price levels increase post-2019 LinkedInUniversalService 1.InLeads(Search ads) 2.Opportunities(Listings) 3.Network Plus(Subscription)Pricing plan(preliminary) Launch timing 32Internet 2.0 Business Model

33、:High Revenue and High Margins Great revenue potential for InLeads , Opportunities , and Network 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 uni

34、versal free service Execution difficulty decreases as LinkedIn grows the network Hardest part is building large, ,high-quality user base 33Series B Brings LinkedIn toOperating Profitability in 2019Key assumptions in LinkedIn modelMacro assuptions Monthly user growth of 3%-13%(below current level) Mo

35、nthly usage growth rate of 5%-10%(below current levels)1.InLEADS(search 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 Subs

36、cription rat of 0.5%-0.3%(high end of range not until 2019) 34Series B Brings LinkedIn toOperating Profitability in 201935Business and Tech Team Has Strong Track-RecordReid Hoffman , CEO Former EVP and Founding Board Member , PayPal Investor in Friendster , Ironport , Six Apart , Vendio et al Sarah Imbach, Chief of St