Introducing the Lloyd s List Companies Tracker. Austin John

Transcription

1 Introducing the Lloyd s List Companies Tracker Austin John

2 The opportunity Top 20 shipping lines $54m Companies Tracker Conceive

3 The premium provider of competitor intelligence on financial health for companies in the shipping industry. Conceive

4 Finding our customers 3000 invites sent 188 full responses 80% said company financial & analysis was useful, very useful or essential to their role 24 invites sent 4 phone interviews complete Operational and Executive level Conceive

5 Sound bites Associate at Holman Fenwick - I perform searches (..myself and via a team we have in Singapore ) across multiple sources for companies, to understand whether it s worthwhile my client commencing proceedings against them. I look to understand the assets that the companies own and the finances of the company which are crucial to the supporting evidence I collect for my clients Senior analyst at Mckinsey and Co - it s difficult to find one source for everything that you would like to know about a company. Most of the time we use a bottom up approach - starting by analysing profitability of each trade lane and then moving upwards from there to understand the company s financial health. CEO of ACL Cargo - companies put out announcements and quarterly reports, but focused on whichever top-line number told the best story. You then have to do a lot of work trawling through the announcement to get to the heart of their results and understand their true performance Conceive

6 Assessing the business model Why Ask the analyst service? Quicker to market Opportunity to up sell current subscriber base Access to analysts a USP along with focus on quality Conceive

7 Ask the analyst service Problem 1. Have a timely request for company financial or asset information and need a trusted source to deliver to a high standard. 2. Require bespoke information on a certain company only, not using standard metrics 3. Don t have time to browse through a company data and pull everything together in the report they are creating. Solution 1. Analysis and key data delivered via 2. User can generate ATA request using a simple form 3. Service level agreement on delivery time for the data Key Metrics ATA Requests and value of that data using a model to estimate costs Internal insight - who users are comparing to see what s in demand Unique Value Proposition The only place within the market that users can get useable metrics on public and private companies together - along with information on their assets, layered with meaningful editorial insight Trusted in giving a balanced view - not spinning a line. Unfair Advantage Knowledge of analysis's within our business and relationships we have in the market. Trusted source for a long time 1764 Channels Customer Segments Analysts Executives Lawyers Librarians Cost Structure People - Developers/DBA s/analysts/journalists Research - financial and asset information Data/List acquisition Sales - Key account and retention Marketing to promote service Revenue Streams Subscriptions/consulting fee - depending on usage and ATA requests Up selling/add ons for Lloyd s List Subscribers - Premium Conceive PRODUCT MARKET

8 Market sizing Maersk Line (one of top 20) revenue of $20.6bn in 2013 Per year they spend 0.25% of that on research = $5.15M Other 19 shipping lines have an average research spend of half that = $2.5m Across the top 20 shipping lines $54m the potential for research spend Conceive

9 Market sizing and competitor matrix US Energy Information Administration (EIA) Infospectrum IHS Fairplay bespoke data Bloomberg My tool Geographical coverage Global public and private UK, Australia, London, Singapore, Ukraine Global public and private Global public comapanies Top 20 Global shipping companies and related companies Channel to request information Online data extract Search and downloadable reports Data feed Online data and reports and via the terminal Landing page with delivery UX Basic search and results screens BASIC SEARCH AND RESULTS EVERYTHING ON REQUEST COMPLEX BRILLIANT & SIMPLE (of course!!!) Markets covered Global energy market Maritime, energy, aviation and commodity Global energy market Key financial and targeted sectors Maritime and supporting services Price and product offering FREE ,000 On application/ Consultancy Per seat license with terminal licenses being expensive 500 existing sub up sell subscription or 300 per hour for bespoke (2 hrs minimum) Conceive

10 Roadmap and releases Research Base top 20 companies Product packaging Validation Customer development (new features) Development Landing Page Basic web benchmarking Extended web product Service levels and go to market Staffing levels/slas Onboarding Content management Jan Feb Mar Apr May June Plan

11 Personas Winston Barkside - Legal Executive (operational) Bios and demographics Name: Winston Barkside Aged between Focused/specialism by sector Located in one office Deals with cases in multiple geographies High levels of information need and is prepared to spend the time researching Behaviours Does own research Interacts with other research teams within the company Using multiple sources Tries to find company connections and individuals within them Currently uses Lloyd s List Intelligence for asset information (Vessels), but also buys reports when needed Hires third parties to gather information on his behalf Stories and Scenarios Will have to build a case to support a clients request Uses information to understand whether it is worthwhile for their client to build a case against the company or individual Goals / Needs Needs to provide data of financial/asset information in order to build case for client Comparing company/personnel connections is very manual currently Find s it hard to locate information in smaller countries that don t have a central register of companies A place to get all of this information in one go Plan

12 Personas Philip Domontford - CEO (Executive) Bios and demographics Name: Philip Domontford Aged between Owns company vision Reports to board and shareholders Ultimately responsible for company performance and growth plans Behaviours Uses a team or secretary to do research Information gathered drives decision making process Using multiple sources to ensure quality in data Also hires third parties to gather information on his behalf Stories and Scenarios Will be fed this information by a research team and needs it to be concise. Unwieldy reports waste time and don't help him understand the market challenges quickly. Often keeps a close eye on the competitors to see where they are gaining or falling behind in his own companies performance. Goals / Needs Assesses own company performance against other peers in the market Needs to be clear on the quality of the data to form parts of the recommendations he makes to the business. Analyses market to get clarity on the data out there. Companies often spin a more positive lines out poor results when information is restricted to the public. Plan

13 Features A single place to download company financial health data Report download The ability to download this data in a format I can use in my management reports Document format selector I want to understand the connections between companies and the people within them Related assets and people I need to be able to read whilst I am travelling Mobility and delivery Plan

14 Develop Fleshing out the full product

15 Develop Base wireframes

16 Develop Full product wireframes

17 Metrics and financial objectives Metric 1 - Financial/conversion Up sell 15% of current subscriber base of 3000 end users (currently paying a yield of 1700 each) each = 175K additional renewable revenue Assumption that current subscribers to Lloyd s List (who don't spend 8k with LLI) are willing to spend more for the addition of the company data Plan to attract with a special offer that ties into their main subscription Metric 2 - Product offering Create 100 new research requests using a base of 300 per hour on the bespoke product. Minimum 2 hours work for ATA = 60K additional revenue Assumption that subscribers are looking for more bespoke data reports than prepackaged off the shelf ones Use my landing page to understand price points and demand for each type of product Iterate

18 Introducing the Lloyd s List Companies Tracker Austin John