2ndandshort biz plan final

The Story of 2nd And Short

Robb Beal Founder

Started in Software at Apple Computer

Software Start-ups Are in My Blood

2 Guys in a Garage (Karelia)

• Equivalent to Today’s Hot iPhone App Company

• Led Product Management/Design• Grew Sales from $1K to $70K/Month in 5

months time• Company Sold to Sun Microsystems

PioneeringSocial Software (UserCreations, ‘02)

ROBB BEAL, a software engineer, had a mission: to unite a broad range of Internet information and services behind a single interface. For years that interface has been based on the metaphor of a desktop, a throwback to the personal computer's beginnings as an office automation tool rather than a gateway to the world.

• Led Product Design at Benchmark Funded Start-up in Silicon Valley (LucidEra)

• Led Field Product Management at Gen Catalyst & WI Harper Funded Consumer Web Start-up (Laszlo Systems)

Very Well-Prepared to Lead a Start-up of My Own

Our Market is an Explosive Combo of Two Huge Markets

Digital Sports

Digital Comm’s+

Digital Sports Market

• >300 Million Passionate Fans Worldwide• Growing as Fans Increasingly Move

Online

Digital Communications Market

• IM, Social Networking, Email, Message Boards, Etc

• >900 Million People Worldwide

Digital Sports Communications Apps

Emphasis on Real-time Game Day Apps

We Will Personalize and Socialize Sports

Experiencesthat have always been broadcast,

one-size fits all experiences.

ProductWe’re Hardcore About It!

1st Gen Game Day Apps are Full of Fail

“We've looked at these types of things in the past and remain interested in finding one that does not suck!”

–VP Product, Major Conf Sports Network

Game Day Chat is Full of Fail

We Will Radically Improve Game Day

Chats

Post-Game Summaries Haven’t Changed In Ages

We Will Disrupt ThemBy Making them Personal and Visual

Via Partnership with a Leading Sports Info Viz Company

A Comprehensive Product…

• Additionally,– Pre-game Prediction and Post-game

Prediction Results• Making a Game out the Game

– Pre-game Rivalry Chat– Post-game Commerce

• Not Just a Simple Chat Widget on a Page

…Leads to Extraordinary Engagement

• We expect engagement of– 5-10 hrs/month– For contrast, fans spend 30-60 mins/month

on a typical sports content site

How Will We Make Money

We Will Build an Audience and Subscriber Base (ie, Bootstrap)• Through a Network of Game Day Apps• Accessed from Existing Team- and

League-specific Sites

How Will We Make Money

We Will Monetize that Audience and Subscriber Base Through• Sponsorship/Advertising• Premium Subscriptions• Personalized Game Day Summaries

– Virtual Goods• Team Merchandise Sales (Partner)• Offers (Partner)• Team Tickets (Partner)

Example Early Prospective Customer

Big Ten Network

• Fast Growing College Sports Network– Football-season revenue, ad sales up 30%

(projected $40 MM in 2011), football TV ratings for were up 22%

• Example Sponsors Include– State Farm, BMW, Allstate, Nissan, Buffalo

Wild Wings, etc

Where We Are

We Are Here! Pre-product.

Conclusion

• A veteran founder,• With a history of great consumer product

design and execution,• Addressing an enormous market

That’s Our Story!Thanks so much.