Collabry’s Inc. Postscript Ken Peffers UNLV November 2004

Management Question Which of the two alternative business plans should Collabry’s choose?  Be an analytics software company Product intrigued customers Value easy to explain Module for CRM page or platform for applications Customer base: existing CRM firms  Be an agency providing managed solutions for firms in product launch and introduction Favorable responses to applying LaunchPad Close to original mission of the firm & skill base Brand manager the potential customer

Collabry’s Inc 2000 startup to target customers with individualized messages Businesses spend $163 billion to create awareness and $137 billion to deepen customer experiences Competition: LifeMinders offered customers daily personalized to their interests. Many potential competitors

Collabry’s Collaborative Branding Research Systems Financed with loans from venture capitalists, including Versant

Channels Advertising agencies  Many hours of presentations. Interest, but presenting new media to clients too risky. Cosmetic firm  July month contract for s Personal care company  3 month test in Q Few sales Difficulty of differentiating service

LaunchPad Prototyping 2002 Fundamental Successes  90% of opt-in subscribers remained loyal  25% of viewers visited brand web sites  80% of vie3wers viewed URLs with product offers  10-15% of online interactions resulted in sales  Client firms experienced up to 30% increased sales

Funding Danger of bankruptcy  Falling economy in 2001 Series B financing of $11 million received March 2002

Still no sales VP of marketing problem  Selling to the wrong audience: marketing managers, market research people and ad agencies  Have only sold to brand managers  VP goes

What should the firm do? Advanced Analytical Software or Marketing Services

In Financial Services Collabrys plays a key role in assisting institutional investment, insurance, and banking companies with lead generation, cardholder acquisition, client retention, and growing customer value on an ongoing basis. Whether you sell directly to the general consumer market or to specific plan sponsors or business customers, Collabrys can help you succeed in cost-effective acquisition, retention and marketing insight.

Solutions Collabrys provides full-service solutions to improve customer acquisition, retention, compliance, and insight. Our solutions combine the power of e- marketing, targeted content, research, and analytics with solid underlying database marketing technology. Collabrys solutions enable our clients to accelerate acquisition, increase lifetime and annual value, and gain actionable insight into customer needs and behavior. Programs can be launched in as little as two weeks and typically pay for themselves within the first 90 days.

Clients AT&T Broadband Bank of America BayBio Brita Capital Advisors Capital One Coalescent Surgical Clean & Clear Clinique Clorox, Inc. Estée Lauder ev3 Forbes GE IBM Jergens Johnson & Johnson K-Y LuMend New York Life Oppenheimer Funds Ortho-McNeil Quantum Dot Rodney Strong Vineyards Starwood Hotels Twinlab Wyeth Consumer

Partners Advertising Agencies Brand Marketing Consultants Publishers

Board of Directors Benjamin Wayne, CEO Rebecca B. Robertson Managing Director, Versant Ventures Greg Sands Managing Director, Sutter Hill Ventures