Executive Summary
A B2B lead generation engine and deal site
Founders
01/2012
Private and Confidential
Executive Summary
Opportunity
Small business founders lack a clear place to find vendors that they can trust for their business,
and B2B service providers lack a way to clearly reach consumers with targeted discounts on
large-scale purchases such as PR, legal, accounting, marketing and sales. There is an
opportunity in the market to both provide business owners with trusted leads, showing them
vendors that their business network knows and uses, and to help B2B vendors to post deals for
those business vendors to seal the deal once trust is established.
The Concept
Contact Karma is a lead generation engine for business owners and employees to use to find
deals on vendors they can trust, due to social recommendations provided for each vendor
suggested per request. It will begin as a personalized concierge service, but a database has
already been built as an engine that can be stocked with all vendor recommendations and deals
provided, so that in future, the business can be both a “Groupon” and a “Yelp” for business
owners seeking recommendations and deals on vendors. Contact Karma will also have a small
daily deal component, aimed at collecting discretionary income from employees seeking to grow
their skills and liven up the workday.
Market Overview
There have been over 40 entrants into the B2B marketplace using the daily deal model, but only
three have survived. This is due to the fact that their models have all been based on pushing
deals at people in a way that does not line up with their need profile. Contact Karma’s needbased approach to fulfilling leads as the core of its business sets it apart in the market.
Sources of Revenue
The average size of a pull deal purchased is $400, and Contact Karma receives 15% commission.
The average size of a push deal is $22, and Contact Karma receives 30%. 90% of the company’s
revenue is generated from the pull deals, based on market need and size, and 10% from the push
deals. Later revenue generation angles include pay-for-placement for vendors, data purchase via
subscription from vendors (showing them what is happening in their industry,) advertising and
affiliate lead generation for business certification services.
Marketing
In Phase One, we will seek to develop a regional presence in Chicago. Our focus will be on
proving out with the push marketing and pull marketing components of the business, establishing
CPA and churn, and completing all data funnels and formulas for new market creation.
Future Development
Contact Karma’s initial formation will be as a lead generation web site, with an ancillary email
marketing arm that sends out deals to the B2B community. As the company grows, however,
and leads are fulfilled, all deals will be placed within a database for easy purchasing by
consumers, and the lead generation pathway will gradually be moved from a human process
(cost) to a database search process (no cost.)
Founders
01/2012
Private and Confidential
Founding Team
Our founding team unites experience in tech entrepreneurship and sales. Genevieve Thiers and
Maureen Wozniak are behind Sittercity.com and B2Bcity, have been featured on everything
from Ellen to The View to TODAY show, and have won over 16 major business awards between
them.
Projections
Potential Buyers/Exits
Potential buyers include everyone from Groupon and Living Social to Linkedin to large
corporate media entities with arms in the business community.
Contact
For more information, please contact Genevieve Thiers, Chairman, gthiers@contactkarma.com,
312-725-3482
Founders
01/2012
Private and Confidential