Investor Presentation
Bruce Howard, CEO
UpSnap
CSE: UP
October 2014
UpSnap
The following presentation may contain certain forward-looking statements that involve risks and
uncertainties, such as statements of the Company’s plans, objectives, strategies, expectations and intentions.
The words “may”, “would”, “could”, “will”, “intend”, “plan”, “anticipate”, “believe”, “estimate”, “expect” and
similar expressions, as they relate to the Company or its management, are intended to identify such forwardlooking statements. Such statements reflect the Company’s views with respect to future events and are
subject to certain risks, uncertainties and assumptions.
Many factors could cause the Company's actual results, performance or achievements to be materially
different from any future results, performance or achievements that may be expressed or implied by such
forward-looking statements. See discussion in the MD&A in the Company’s annual report for more detailed
information regarding these risks and uncertainties. These factors include, but are not limited to, impairment
of assets, cease trade orders, continuing operations, accumulated deficit, uncertainty of future financing,
potential fluctuations of financial results and management of operations. Should one or more of these risks
or uncertainties materialize, or should assumptions underlying the forward-looking statements prove
incorrect, actual results may vary materially from those described herein as intended, planned, anticipated,
believed, estimated or expected. Except as required by law, the Company does not intend, and does not
assume any obligation, to update these forward-looking statements. Information contained in this
Confidential Presentation is current only as of its date.
2
Consumer Eyes are Shifting
3
Why Mobile?
2011
Mobile
2015
Directories
Mobile
$8.2B
Directories
$18.6B
$1.6B
$5.9B
Source: eMarketer
90%
of mobile searches
lead to action.1
95%
of mobile searches are for
local information.2
50%
of mobile searches
lead to purchase.3
1. SearchEngineLand.com; 2. scribd.com; 3. SearchEngineLand.com
4
Where Should I Advertise?
5
Big Business Using UpSnap to Target Audiences
9 year track record
6
Build Audience Segments
7
Case Study
Eye Care
• Large eye care business wanted to run a “Back
to School” campaign
• Targeted households with children using
UpSnap’s first-party data
• Target to traffic sources in the
family/parenting category
• Applied learning algorithm to adjust campaign
ad sources (sites & apps) to improve results
Results
• Generated click through rates well above
industry average
• HAPPY CLIENT!
8
Case Study
Restaurant & Distillery
• Targeting customers around the location
• Specifically looking for students at the
local university
• UpSnap is tracking individual clicks and
plotting them on a map for the client
Results
• UpSnap has delivered a CTR and
secondary action above industry
standards
9
Getting Results
• Successful optimization of campaign based on KPI’s
• Reporting on impressions
• Installs
• Clicks
• Secondary engagement (phone calls)
• Conversion / Action (type, date, time,
location, etc.)
• Clients
have
real-time insights
• Customizable reporting platform
access
to
Optimizing ROI through Snapalytic technology
10
Small Business Using UpSnap to Engage Consumers
2014
11
How Does UpSnap Work with Small Businesses?
UpSnap is a mobile advertising technology company
Locally Targeted
Advertising Radius
Location Filtering &
Quality Ad Source Identification
Dayparting
12
Local Businesses Turning to Mobile
13
Local Offering
For as low as $100, local advertisers get the same Local Targeting and
Day Parting as large powerful brands
•
•
Up to 20,000 banner impressions for $100/month
Up to 40,000 banner impressions for $200/month
•
Custom designed banner ad and landing page
• Strong calls to action (Tap to Call, Tap for Directions, Tap
for Appointment, Tap for Coupon, Tap for Website)
Target audience down to a 5 mile radius based off address
Only advertise during hours of operation (dayparting)
Monthly performance report
•
•
•
*Customer did not choose this option
on their landing page
Numbers reflect 30 days of actual
recent campaigns with $100 monthly
spend (Up to 20,000 impressions a
month)
Customer
Landing
Page Views
Tap to Call
Tap for Appt
Tap for
Coupon
Tap for
Directions
Auto Repair
153
14
10
16
*
HVAC
175
7
11
*
*
Attorney
99
4
6
*
3
Roofing
81
5
5
*
*
Locksmith
135
7
10
*
7
Car Wash
124
9
13
*
11
Pools
60
5
1
*
5
Antiques
85
6
*
*
7
A Broadened Revenue Model
Subscription Plus Performance
Number of Customers (Through Q2 ending 6/30/2014)
2014 (YTD)
2013
Transaction-based
107
108
Subscription-based
329
0
UpSnap has secured 15 resellers to date:
15
Financial Performance
(in thousands)
Operating Revenue
Three months ended
June 30 (Q2)
Three months ended
March 31 (Q1)
2014
2014
2013
2013
$711*
$1,035
$1,043
$769
Operating Expenses $1,792
$1,741
$1,965
$1,750
($706)
($922)
($981)
($1,281)
($678)
($1,709)
Operating income
($1,081)
(loss)
Net Income (Loss) &
Comprehensive
($1,119)
Income (Loss)
*Reflects only monthly revenue realized from SUBSCRIPTION, not contract value
16
Management
Bruce Howard
CEO
Alex Pekurar
CFO
Shannon McBride
VP, Business Development
& Local Sales
James Kupernik
VP, Operations
Heather Burrer
VP & General Counsel
Greg Garrick
VP, Sales & Marketing
Mr. Howard is CEO of UpSnap Inc.. Over the last 25 years he has demonstrated success in sales, marketing,
new product development and operations management. He has successfully developed several new digital
products most notably the successful US community portal, golocal247. He also serves as CEO of User
Friendly Media, where he increased the business from a $300,000 top line revenue business in 1999 to over
$50mm top line revenue in 2013. He has served in senior management positions at Ameritech Advertising
Services and as an equity holder at of Southeast Directory Company he orchestrated a successful exit to US
consolidator Yellow Book USA. Mr. Howard serves on the Board of Directors for the Association of Directory
Publishers. He is a graduate of Alma College with a degree in Business Administration.
Previously at Collins Barrow as Audit Manager. Auditor at Segal LLP. Master of Management and Professional
Accounting from the Rotman School of Management, University of Toronto.
Over 20 years of experience in advertising and digital media leadership. Previously at Dex Media, AT&T
YP.com and Local Matters Inc. MBA from University of Denver.
15 years of experience in web development industry. Extensive experience and understanding of the
complexities of mobile ad industry.
Responsible for all legal and business affairs functions including general corporate, intellectual property,
litigation, employment matter and risk management. Previously at Fulbright and Jaworski, LLP. Juris Doctorate
degree from South Texas College of Law.
Previously at Manta as VP of Marketing & Communications. VP of Marketing & Corporate Development at
Hearst-owned LocalEdge Media. Various senior management positions at Dex Media, SBC and Ameritech. BA
from Drake University.
17
Board of Directors
Micky Tsui
Chairman
Bruce Howard
CEO & Director
S. Graeme Ross
Director
Dave Lambert
Director
Walter Andri
Director
Founder of White Horse Partners LLC. Providing management support and advice to
innovative small and medium-sized applications software and communications companies
in North America, and business development in Asia. 30 years experience in
communications ad software industries. Former SVP and GM at Enterprise Solutions at
Nuance Communications Inc. Executive management positions with Avaya Inc, and Nortel.
25 years of sales, marketing, production, publishing, new market development and general
management experience in competitive and utility telephone directory publishing industry.
Experience with Ameritech Advertising Services, Southeast Directory Company, and
America’s Directories South. Master of Science in Management from Walsh College.
President and a Director of Bovinia Inc., a consulting company engaged in activities relating
to corporate management, technology, telecommunications and information systems.
Former President and CEO at Peartree Software Inc. Former Director of Glenbriar
Technologies and Smartcardesolutions.com.
25-year management career in finance and accounting in high technology, publishing and
telecommuncations industries. Former Director of Finance with SBC. MBA from Oakland
University.
17-year track record in various senior management positions at General Electric, Philips
Electronics, Virgin Mobile, Koodo Mobile and TELUS. Currently Principal at Ignite Consulting.
Former VP Small and Medium Business at TELUS. MBA from Queen’s University.
18
Corporate Information
Symbol (CSE)
UP
Shares Outstanding - Basic
168,642,191
Warrants
8,743,200
Options
7,905,425
Fully Diluted Shares Outstanding
185,371,356
Market Capitalization
$5.90M
Year-End
Cash Balance (June 2014)
December 31st
$1.34M
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Investor Presentation