February 8, 2007
SOUTHEAST INNOVATIONS
Emerging Venture Analysis
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Company:
mVisible Technologies, Inc.
804 SE 13th CT
Deerfield Beach, FL 33441
(561) 212-6810
http://www.mvisible.com
Primary Contact:
Scott G. Kinnear, President and CEO
(561) 212-6810
scott.kinnear@mvisible.com
Stage
Revenue but not break even. Founded in May 2005, mVisible has spent 3 years building and scaling the
Myxer™ Platform and website and is currently delivering content to mobile users.
Summary
mVisible Technologies, Inc. is a web technology company focused on mobile content delivery.
Target Customer
Small to medium-sized owners of digital content catalogs (independent artists, record labels, aggregators and
web content companies). Independent content owners and especially independent music owners and bands
are a completely un-served demographic. The concept of leveraging these independent content owners to
drive the growth of the Myxer™ user base and traffic is fundamental and critical to mVisible’s marketing
strategy.
Customer Motivation
The advancing capabilities of cell phones have created and continue to expand the market for mobile content.
This market, however, has an extremely high barrier to entry because of the diverse ecosystem of devices,
carriers, billing opportunities, business models and legal vagaries in the mobile space. Small to medium-sized
owners of digital content catalogs (independent artists, record labels, aggregators, web content companies
and so forth) are placed at a significant disadvantage in delivering and monetizing their content offerings for
the mobile market because of both technological and institutional difficulties.
The content owners live in very different worlds depending on their popularity and size with the biggest and
most popular getting a seat at the table with the carriers. Each of these content delivery deals is unique to
that carrier causing market inefficiencies and the requirement to forge deals with many different carrier and
aggregator partners. As the size or popularity of the content owner goes down, so goes their ability to get a
seat at the table with large and dominant companies in the mobile ecosystem. This unnatural and inefficient
stratification of the market has left many content providers, principally the smaller independents, with few
options for delivering to the mobile market. To service the market, the carriers are being forced to open up
their closed environments willingly and/or watch as alternate data paths are created along stress lines.
Product
mVisible is about building a community of users around mobile content and communications. mVisible’s
technology dynamically provisions and delivers ringtones, pictures, full-track music downloads and video
where the consistent theme is to build up the user community and monetize that community through
advertising, premium content sales and subscription services. Myxertm (www.myxer.com) is the first such
product that supports an ever growing user community with consumer and producer support across all forms
of content. Like other internet companies, mVisible puts buyers and sellers; consumers and producers
together, with the focus on mobile content, communications and services.
mVisible has developed the Myxertm Platform, a mobile content management and delivery platform that
provides uniform access to digital media such as music, photos, and video via existing and future mobile
phone technologies that can be deployed easily from the web in minutes. The platform provides rendering,
repurposing, downloading, streaming, commerce, billing, and support services for mobile content delivery,
obviating the need for complicated post-production of content or lopsided business relationships with mobile
carriers. The platform supports thousands of mobile phones and dozens of carriers worldwide.
Integrated into the Myxertm Platform and website is the ability for independent music owners and anyone else
who owns content to post their content through the use of MyxerTagstm and share that content with their
constituencies.
Revenue Model
Revenue streams from web advertising, mobile WAP advertising, premium services for consumers, premium
services for producers and a revenue share for premium content sales.
Sales Channels
mVisible's main sales channels are selling advertising on its Myxertm Web site and on mobile phones, as well
as offering its content providers the option to sell premium content. In addition, its proprietary MyxerTags
(www.myxertags.com) technology provides content providers with the opportunity to offer ringtone or
wallpaper downloads to their fans from their myspace pages or artists' websites, which markets and brings
new visitors to the Myxer Web site.
Proprietary Advantage
mVisible's Myxertm platform is a new mobile content management and delivery platform that supports
thousands of different mobile phones and dozens of carriers worldwide. The speed and ease with which a
content owner can make their content available is a unique technological and business advantage over
competitors. The company has developed proprietary technologies, including its patent-pending MyxerTags,
that have significantly improved and simplified how digital media is delivered to mobile phones. These
technologies will enable mobile phones to achieve their full potential as personalized computers, while
empowering small and medium-sized content providers with a revolutionary way to distribute mobile content
for the first time.
Further, mVisible's Myxer™ platform positions the Company to have a proprietary advantage to strongly
compete in the established Internet arena. The architecture and development of the Myxer platform has been
under continuous development by a highly skilled team for 3 years. The required skills are unique systems
programming and technical skills that bridge the mobile and internet worlds, and these skills are difficult to
find. The Company estimates that it has an 18 month time to market advantage over a competitor that might
attempt to build a similar platform from scratch. This time to market advantage will be used by the Company
to build brand awareness of Myxer and consumer adoption of the Myxer website.
Recent Success Stories
1/07 - mVisible's content library contains more than 30,000 pieces of content and content owners are
delivering more than 20,000 pieces of content per day through the platform. Website page views have grown
by an order of magnitude from about 30,000 per day in October of 2006 to better than 350,000 per day in
January of 2007. Unique visitors per month has grown to 250,000 as of January 2007 on a better than 60%
month over month rate.
Strategic Partners
mVisible has partnered with mBlox and all the major US carriers to deliver carrier grade premium content.
mVisible is in negotiations with and close to forming strategic partnerships with leading Internet content
providers, as well as music industry companies that recognize Myxer provides a superior platform to distribute
their content to mobile devices.
Key Competitors and Differentiators
mVisible's main competitors are the existing mobile ecosystem and an uneducated market that needs to be
informed that Myxer provides greater access for both content providers and mobile phone users alike. It offers
more diversified content, it works on any mobile carrier, and it supports a free marketplace. While there are
other companies dabbling in the "off-deck" mobile content space, mVisible is the only company to provide the
full range of proprietary Myxer technologies and services combined. Other companies doing parts of what
Myxer does include JivJiv, Xingtone, PocketFuzz, Phonezoo and MyNumo.
Metrics
Full-time equivalent employees and contractors: 10 full-time employees and 6 consultants.
In 2007, mVisible plans to grow the team to 12 full-time employees.
In 2008, the plan is to more than double the size of the team to 27 full-time employees.
Investment Capital
The company founders funded the founder round with seed capital and sweat equity from its inception
through October of 2006, when the company secured $3.2 million in Series A financing. The company is
evaulating all options for funding in late 2007 or early 2008 including a Series B round.
Lead Investors
mVisible executives, employees and families.
New World Angels, Inc.
Revenues
FY 2006: $33k
Estimated 2007: $700K
Estimated 2008: $7.1M
Management Team
President and CEO: Scott Kinnear, has over 25 years of software industry experience. Prior to mVisible, Mr.
Kinnear served as Vice President, World Wide Products of Citrix Systems, Inc., where he was responsible for
over 500 employees. Mr. Kinnear was the fourth employee at Citrix, and was instrumental in its growth into a
large and successful software company. Before Citrix, Mr. Kinnear spent eight years at IBM.
Founder and CTO: Myk Willis, has over a decade of experience in the software industry. Most recently, he was
President of Wanderlust Software, LLC, a consulting company he founded to provide sophisticated software
development and technical due diligence services to enterprise software companies. Prior to founding
Wanderlust, Mr. Willis was the lead developer for Citrix’s flagship MetaFrame 2.0 product.
VP Engineering: Bill Madden, has over 18 years of software industry and extensive experience managing some
of the best software engineering teams in the industry. During his 12 years at Citrix Systems, Inc., Mr.
Madden was ultimately responsible for the management of the MetaFrame product team. Prior to that
position, he served as engineering liaison to Microsoft Corporation and implemented the technology colicensing
agreement between the two companies. Company has spent the last year rounding out its
management team with the necessary personnel to drive the successful development of this new product
category.
Advisors
Legal: Foley and Lardner, LLP
Accounting: Daskal and Bolton
Board Members: Scott G. Kinnear, Michael Willis, Jonathan Cole
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