EnIyiYorumlar

Building the leading product recommenda2on engine in Turkey

Contact - Deven Soni deven@eniyiyorumlar.com +1.415.868.5001

Introduc-on
En Iyi Yorumlar (The Best Reviews) is a data and content-driven comparison engine that aims to become the #1 resource for Turkish consumers to make informed decisions about the best products and services for them
Were here to help: Local Consumers nd answers when they search for things such as: What is the best semi-professional digital camera? What is cheapest web hos-ng provider for my blog? What is the most popular tness app for Android? Merchants iden-fy qualied new leads by: Sending them highly targeted new customers that are ready to buy Sharing discount codes and sales with poten-al customers Tes-ng new ad units like savings calculators, or product comparisons

EnIyiYorumlar

The Team
CreaLng a world-class team of content, technical, and markeLng execs to be combined with top local talent and experLse
Founders Advisors MarLn Gedalin - Founder at Lumia Capital
Emerging markets (Turkey, MENA) focused Internet Investor. Director of MarkaVIP. Formerly a VC with Focus Ventures focused on the Internet sector

Deven Soni (CEO)

VC with Highland Capital & Goldman Sachs. Recently in E. Europe managing NEVEQ , an emerging markets fund. Early employee at NexTag (a comparison shopping plaPorm acquired for $1.2bn). Former banker with Lazard

Ben Yu (CTO)

Himanshu Shah Sr. Product Exec NexTag

Studied at Harvard before taking leave to accept the Thiel Fellowship, which awards $100k to 20 entrepreneurs under the age of 20. Then founded ecommerce startup Pricemash to simplify the online shopping process

Leads site op-miza-on & mone-za-on at NexTag. Former head of business development & mone-za-on at Wize a technology-driven product content plaPorm (acquired by NexTag in 2010)

Jiyoon Chung MarkeLng Director - Crowdstar

Head of marke-ng and user reten-on for Crowdstar a top Facebook developer. Former director of marke-ng for Coupons.com (grew revenue from >$1mm to $100mm+) with a focus on seo, social, and email marke-ng . Senior roles at Intel & eBay.

EnIyiYorumlar

Why Turkey?
Turkey is one of the most aXracLve markets on the planet for creaLng product-focused content
1) Innova-on in commerce but marke-ng hasnt kept up pace
Turkish Startups are hot & heavy on e-commerce, but light on marke-ng VentureBeat Nov-2011

2) Companies looking for more ecient ways to nd customers

Im not seeing results from tradi-onal CPC & banner marke-ng channels and would happily pay for marke-ng that clearly grows sales CEO of VC-funded Turkish eCommerce Company

3) Big opportuni-es for publishers that are able to drive sales

Turkey clearly needs more niche content to drive aliate marke-ng sales. Exis-ng publishers prefer cost-per-impression banner ads and arent willing to try new ad units Top Turkish aliate network exec Jun-2012 Most Turkish Publishers are not focused on SEO apart from op-mizing for 1-2 core keywords leaving a huge opportunity in long-tail content op-miza-on Founder of TurkishSEO

EnIyiYorumlar

The Macro Opportunity

Turkey is an ecommerce hotspot and has tremendous upside
A young, highly-connected, populaLon
Youngest popula-on in Europe (average age of 29) Huge social media penetra-on (88% of online users are on Facebook) Credit card penetra-on of 62% (only the UK is higher in Europe) Popula-on concentrated around several large ci-es Reasonably priced delivery between 24-48hrs of order is the norm 35mm Internet Users ( just 45% of the total popula-on) 7mm online shoppers ( just 10% of the total popula-on) Ecommerce grew 57% in 2011 (to $12bn+) Retail Sector $313bn growing at 10%/yr EnIyiYorumlar

FantasLc logisLcs infrastructure

Major upside in the retail market

Why Were Excited

Turkish publishers are not focused on long-tail search trac even in highly protable sectors like electronics
Our proprietary algorithms constantly scan data local data sources to nd protable and scalable search terms The Turkish market has tens of thousands of these long-term protable opportuni-es (including many that are 1,000x less compe--ve than in more established markets) This gives us the opportunity to anchor ourselves in search rankings for key categories - accelera-ng the protability of our business model

EnIyiYorumlar

Our Business Model

We are building a technology pla\orm to create high quality product comparison content that converts searchers into customers

IdenLfy Our algorithms nd exactly what local users are searching for

Create Our team uses a tech toolset to scalably create product comparison content

Promote We market this content via SEO, paid trac, and social media

MoneLze We then send qualied customers to merchants for a fee (per click or sale) EnIyiYorumlar

Great, Scalable Content is Key

Using talent and technology automaLon to create quality original content
Standardized Formats Product comparison format helps us make original content crea-on scalable and low-cost Scalable Content Team Our team of writers & translators (local college grads) work on a contract basis and can be grown quickly

Technology & Process Internal toolset and dened processes help our team eciently nd, compare, and rank products

ConLnuous TesLng Helps us op-mize page layout to maximize click through rate & revenue

EnIyiYorumlar

Focus on High Revenue Categories

Goal to become the top desLnaLon for product AND service comparison Q3 2012 Q4 2012 2013
Consumer Products Sosware, Services, Apps Oine Services
What is the best English language school in Ankara? What is the cheapest way to ship my package? What is the cheapest online MBA program?

What is the best treadmill? What is the best crm tool? What is the cheapest android phone? What is the lightest laptop? Who oers the cheapest online storage service? What is the best to do list app for the iPhone?

EnIyiYorumlar

Company Roadmap
Were starLng simply but have HUGE ambiLons Q3 2012 Product
Focus on web content in 1-2 formats

Q4 2012
Social media integra-on

2013
Mobile content and new markets

Mone-za-on Marke-ng

SEO & conversion op-miza-on

Paid marke-ng (search and social)

Syndica-on with media partners

O the shelf mone-za-on (cost per click/sale)

Direct deals with online merchants

Target oine merchants and manufacturers

EnIyiYorumlar

Current Landscape We Can Win

Comparison engines in Turkey only oer pricing data while current content pla\orms are not scalable

Compare Prices Compare Features Unique Content Recommend Products Category Breadth Scalable PlaPorm

EnIyiYorumlar

Localizing a Proven Model

Bringing product comparisons 2.0 to the Turkish market
Comparison Shopping Exits Comparison Engines have generated $3bn + of exit value in recent years Target Exit Value $1,200M $620M $585M Product RecommendaLon Pla\orm Next gen. product recommenda-on sites have seen huge success Company Metrics $151M Acquisi-on $42M raised / 98M users/mo $6M raised / 2M users/mo

EnIyiYorumlar

Next Steps
Launching in July 2012 raising seed round to take advantage of the HUGE market opportunity and build out a local team
Capital Raise Raising USD$500k conver-ble note Converts into Series A Pref. (at priced round of $1mm+) Team Core founding team in place (CEO to relocate to Istanbul) Interviewing for a world-class local Turkish co-founder and country manager (ideally with focus on user experience) Plan to add a local senior business development head Scaling content team (on contractor basis) from current 3 to 10+ TracLon Launch in Jul-2012 with revenue trac-on by Aug-2012 Target breakeven in 2H-2013 with original funding amount EnIyiYorumlar

Our Goals
What we aim to achieve

Helping our customers nd the best products and services for their needs Achieving protability in 2013 Building one of the Top 100 most visited sites in Turkey (and the #1 comparison engine) Building a world-class team (engineering, marke-ng, content) Becoming the #1 performance adver-ser in Turkey
EnIyiYorumlar