The Funded Dec 2008

ArcoStream’s

Company Summary •

Location: Los Angeles, CA

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Established in 2002

•

Employees: 6

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Financial: • Cash flow positive, 2007 revenues of $800K • Debt free, 100% ownership by founders, no outside funding

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Key personnel  CEO and Founder: Todd Loewenstein, previous successes at InterVU, Evoke Communications; 12 years in the streaming industry  CTO: Russ Foltz Smith, top management and tech experience at Launch (Yahoo), Business.com, CitySearch/IAC, and Pure Video  Dir. Streaming Services: Todd Zegras, Akamai and InterVU

Vision for ArcoStream Vision: Serve all the web’s content and advertising Objective: To create the easiest to use essential media delivery system that increases profit for publishers and advertisers.

How we make $$$  Provide applications, infrastructure, metrics and toolsets for

publishers and advertisers; a niche we call Media Services  We do these things for our clients:  Reduce costs and distribution hiccups  Eliminate the need to talk to humans; long distance

direct dial analogy  Reduction of labor costs for streaming companies  We make money by  Serving lots of media files (bandwidth consumption)  Revenue Sharing on Advertising (rich media advertising)  Run Ad Network  Power Ad Networks

Media Services Quadrant Video Ad Network Companies

VideoEg g

Tremor

Revver

Broadband Enterprises

CDNs

EdgeCas t Limelight

24/7

ValueClick

Tacoda

Mirror Image

Advertising.co m

Rhozet Rip Code

Level 3 InterNA P

HeyWatch

Right Media

Traditiona Ad Serving Companies

Zedo

Casale

BrightCove Akamai

Google/DoubleClickAQuantive

Nielsen// NetRatings OneStat

Coremetrics

Encoding and Metrics Companies

Market Opportunity  Content Delivery Network (CDN) Space estimated at

$400M in 2008; Internet advertising industry grew to a $11.5 billion industry in the first half of 2008. 1  Of the $11.5 B in advertising, $3.8 billion was devoted

to online video and display advertising, up $600M from the first half of 2007.  Online video advertising is projected to be a $10 billion

industry by 2010; 1% of market is $100M! 1. IAB/PWC

CDN Market’s Problem  While bandwidth and storage pricing goes down in a

commoditized market, labor costs continue to rise  People want to shop online for services and have less human

interaction  CDNs make it difficult for companies to post content to the

web; no way to register quickly and automatically post content for web viewing; setting up an account and starting can take 9+ days  No company has figured out how to put every ingredient

together

Online Video Ad Market’s Problem  Most ad campaigns take 2+ weeks to implement  Separate contracts for ad serving and ad sales, encoding,

CDNs, and metrics/reporting  Difficult for all the pieces to fit together (i.e. matching the

ad w/ the content immediately following it)  No company has figured out how to put every ingredient

together

Our Solution (Content &Advertising Network Delivery EnginE)  Our automated content management & ad

insertion/campaign management system cuts production cycle to 20 mins  One company does it all (ad sales, serving, encoding, multiple CDNs, reporting and metrics)  We serve both the ad and the content behind the ad  We have access to all types of meta information on viewing

habits that advertisers find extremely valuable  We make the pieces fit together

How are we different? •

We don’t just serve bits; we offer a complete end to end solution

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Account set up takes minutes with us, and days with competitors

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Automation allows for lower labor costs

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CANDEE allows people not just to post content, but to encode it, monetize it using our ad serving and manage their content; many streaming companies have just FTP

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Customer deals with one company for all their needs, not one for CDN, one for ad serving, one for encoding, and one for metrics

Typical Content Delivery Timelime Day 1

Contact various content delivery network companies

Day 4

Obtain pricing; evaluate service offerings

Set up test account

Day 6

Encode video assets

FTP Upload encoded content to CDN for trial

Day 9

Contract w/ CDN; CDN account opened

Reporting set up and content streaming

Our Timelime Minute #5

Minute #1

Sign up for services online; account set up for testing

Take content& upload to network

Transcoder takes 3-5 minutes to produce digitized content

Minute #15

Encoding finished; links available for posting

Add content protection and begin an ad campaign if needed

Minute #20

Place links to content on websites

Begin Streaming

Basic System Diagram Candee Web Interface

Account Management

Ad Server

Analytics

Account Database

Reporting Engine

Yield Management

DRM File Management CDN

CDN

CDN

Infrastructure and Toolsets

Walk Thru  Marketing 

Marketing pages

 The Core    

Account set up Basic Media Management and Encoding Ad Server Reporting

 Value Added Services   

Content Categorization Specialized Metrics User Generated Content Systems

 Specific Implementations   

Sundance (UGC plus CDN) Monterey Bay Aquarium (live streams, revised metrics) Music Choice (paid services, hashkey)

Ad Server  Core Features Account creation for publishers, advertisers and hybrid Invoice creation Ad Invocation (pre roll code) Targeting  Placement, Geotargeting  Capping and Pacing    

 Ad Target and Serving Capabilities   

Supports Audio, Video, and Banners Can be accessed in standard ad code ways Several API options for integration into players

 Media Management  

Upload, Storage and Auto Encode Publish to CDN

 Reporting 

By Account, Campaign, Creative, Placement, Site

3 Year Horizon Dec 2008

Jan 2009

Funding Completed

Hire COO, VP, & Ad Sales; ramp up ops

Feb 2009

Increase marketing; hire more sales and support staff; rollout of new products

Mid 2009

Increase sales staff; booth at Ad Tech, trade events planned for late summer/ fall

Jan 2010

Sales team at 9-10; increase of marketing spending; Ad Tech SF in April

Mid 2010

Sales ramp to more than $2M/month

Jan 2011

Staff grows to 25+; monthly sales approach $4M

2008-12 Financials millions)

(in

2008

2009

2010

2011

2012

Revenue

$.8

$8.5

$26.6

$66.0

$112.3

COGS

($.25)

($3.6)

($11.2)

($27.8)

($47.7)

Gross Margin

$.55

$4.9

$15.4

$38.2

$64.6

Expenses

($.35)

($3.2)

($4.5)

($6.5)

($9.1)

Net Income

$.2

$1.7

$11

$31.7

$55.5

Summary • Established profitable company with real

customers and real cash flow • Looking to raise $1 million by end of 2008 for

marketing and sales, as well as R&D • Efficient Operations and Fund Development • Road Map calls for  Hiring VP of Sales, Sales Staff  Marketing $$$ going to SEO, Ad Words, Trade events  Regular upgrades of all services  Addition of new networks to CDN pool