apimetrics investor introduction
DESCRIPTION
TRANSCRIPT
1© 2013 APImetrics, Inc. All Rights Reserved. Confidential. www.apimetrics.io
Investor Introduction
David O’Neill | [email protected] | +1 206 9721140.
2© 2013 APImetrics, Inc. All Rights Reserved. Confidential. www.apimetrics.io
Summary
APIs are an integral part of every web service & mobile app
• APImetrics provides a complete web based system for monitoring and measuring API performance, allowing developers and enterprises to tailor their apps and products accordingly
• Self funded beta product launched September 2013 providing public testing of 50 common APIs
• Lead enterprise client closed and generating monthly revenue
• We are seeking $2M in funding to accelerate our growth and lock in our leading position
3© 2013 APImetrics, Inc. All Rights Reserved. Confidential. www.apimetrics.io
APIs are a major driver of growth…
. . . and demand for APIs has created opportunities for new ventures and investors in API management, but not in monitoring
• Apigee: Launched 2009 - $35M F Round August 2013• Mashery: Launched 2007 - Acquired by Intel: April 2013 $180
million• Layer 7: Launched 2002 – Acquired by CA: May 2013 $155
million
4© 2013 APImetrics, Inc. All Rights Reserved. Confidential. www.apimetrics.io
API Performance is highly variable
• Slow responding APIs impact user experience
• Apps get blamed for 3rd party performance issues
• APIs run with persistent error rates
• No complete third-party functional API testing available
• API ping tests or one-off tests don’t provide necessary coverage or deliver trend data and can’t handle multi-part API calls
APImetrics is a complete end-to-end third-party service for API performance monitoring and alerts
5© 2013 APImetrics, Inc. All Rights Reserved. Confidential. www.apimetrics.io
Our Solution
APImetrics Front End
Custom Reports Test Manager
GUI API Wizard Test Scheduler
Test Editor
Scheduling Engine
Auth Manager
Reporting Tool
Cloud Datastore
Web
In
terf
ace
Cust
om
Ski
ns
APImetrics Cloud ServiceDevelopers
- Free product- Crowd
sourcing of APIs
Enterprises- Premium
service- Own user
accounts
API Providers- Public and
private performance dashboards
6© 2013 APImetrics, Inc. All Rights Reserved. Confidential. www.apimetrics.io
How we make money
Free / Community SaaS / Premium Users
Enterprise
• Free service for developers and others
• Access to historical public data
• Option to create tests to share with the community
• Private tests with results and stats
• Configuration tools to allow for private API access
• Limits on API numbers and frequency of calls
• UI customization and user account controls
• Private and public reporting APIs
• Maximum possible API calls and frequency of calls
Monthly Fees $25 $250 $2,500 and up
Monthly recurring revenues at 3 years $300,000 $1,300,000
7© 2013 APImetrics, Inc. All Rights Reserved. Confidential. www.apimetrics.io
How we see our market share
Users AssumptionsSign Up Rate for free from marketing reach 1.3%Conversion Rate to premium 3%Non Renewal Rate Assumption per year 20%
Target Market After 3 YearsTotal Community Users 128,000 Tier 1 Users 3,800 Tier 2 Users 114 Enterprise Users 406
8© 2013 APImetrics, Inc. All Rights Reserved. Confidential. www.apimetrics.io
Competitor Analysis – How we measure up
Competitors Limitations Potential Upside
API Management o “Foxes guarding the hen house”
o Need for independent API montoring
o Potential partner channel
o Apigeeo Mashery (Intel)o Layer 7 (CA)
API Test Services o No test schedulingo Not designed for
feedback and external reporting
o Easy to differentiate serviceso Runscope
o TheRightAPI
Web and App Monitoring o Set up for DNS and ping tests
o Not geared up for actual througput API calls
o Potential sales channel or target for acquisitiono New Relic
o Pingdomo Nimsoft (CA)
o Comscoreo AppDynamics
9© 2013 APImetrics, Inc. All Rights Reserved. Confidential. www.apimetrics.io
Reaching clients –Sales and Marketing StrategyWeb Focus / SaaS Channels Enterprise
o Current Activityo SaaS free trialo Public data tweeted
and spread through viral reports
o This quartero Tech and developer-
focused media o Test tool used for auto
prospecting
o API enablers:o Mashery*
o Layer7*
o Web/App monitoring: o New Relic* o Geckoboardo RightScale
o BaaS Providers: o Currently reaching out
o API Consulting Serviceso Inside Radius*
o Enterprise Saleso Current Clients
o AT&To Wide range of
prospectso Tool configured for
automatic prospecting
Ongoing engagement
o Website with public results drives developer enagemento API Wizard and tests community expands public coverage and value
10© 2013 APImetrics, Inc. All Rights Reserved. Confidential. www.apimetrics.io
Huge range of potential clients across many industries…
11© 2013 APImetrics, Inc. All Rights Reserved. Confidential. www.apimetrics.io
Investment required to grow and maintain dominance
Planned RoadmapQ3 2013• Trend graphing and improved
reporting• Results export available via an
API
Q4 2013• Plug In Reporting for New Relic
and Geckoboard• ‘Chained’ multi-part API tests
H1 2014• Feedback API for reporting API
issues back into apps and services
Defending Our Market Position
1. Public API performance data drives users back to service
2. Community generates traffic and user generated API tests
3. External reporting drives premium adoption as a trusted reporting service
4. Feedback API locks users into APImetrics as an essential part of any app
12© 2013 APImetrics, Inc. All Rights Reserved. Confidential. www.apimetrics.io
Team
David O’Neill – CEO
Nick Denny - Engineering
Richard Hurring – Co-Founder
• Startup veteran including AYG’s Wireless Internet Lab sold to Argogroup, then to Mercury Interactive
• Founder of Viafo, providing API tools
• Sales and Business development expert delivering $10m+ solution deals globally
• Cross-platform software specialist in mobile client software and backend server solutions
• API expert with extensive experience working on and talking about oAuth standards and systems and API integration
• Ex-Vodafone executive with a strong background in sales and marketing
• Deep agency based marketing experience
• Developer marketing specialist working with a range of blue-chip clients on developer engagement
13© 2013 APImetrics, Inc. All Rights Reserved. Confidential. www.apimetrics.io
Financials
Year 1 Year 2 Year 3 Year 4 Year 5
Headcount 22 29 31 35 37
# Web Users 7,257 56,869 127,222 219,909 349,432
# Paid Users 7 3,642 8,262 14,282 22,696
# Enterprise Users 116 298 520 845 1,149
Revenues $1,574,150 $7,630,300 $17,053,000 $28,103,000 $42,930,900
Cost of Goods $2,715 $28,516 $93,794 $160,928 $266,004
Costs $2,637,829 $4,367,737 $5,456,954 $6,870,461 $8,014,794
Profit/Loss ($1,066,394) $3,234,047 $11,502,252 $21,071,611 $34,650,102
Cashflow ($1,634,894) $2,143,147 $10,124,402 $19,280,211 $32,452,352
Peak Cashflow ($1,800,596)
14© 2013 APImetrics, Inc. All Rights Reserved. Confidential. www.apimetrics.io
Recap
• Cloud based performance measurement for APIs• V1 product complete and in market• Lead enterprise client signed• Trials with blue chip enterprise clients underway• Seeking $2m in Series A Funding to expand and grow
15© 2013 APImetrics, Inc. All Rights Reserved. Confidential. www.apimetrics.io
QUESTIONSDavid O’Neill | +1 206 972 1140 | [email protected]