1. Lockbox – Go To Market
Lock Box – Go To Market

2. Why Lockbox?
 Digital Assets - Protection & Inheritance
 Personal ‘Digital Safe Box'
 Password Manager
 Assign Beneficiaries
 Enables digital Assets transfer
 Store Anything that matters!
 Backup & Inheritance Guarantee

3. Lockbox Product Positioning
 LockBox Offered as OEM (white-label) software solution
 Sell as an Auxiliary Product
 Pair Lockbox with leading Finance/Insurance providers
 Leverage Brand and Distribution channel of Partners

4.  Review RFP from MetLife and our Response
 Market Evaluation - MetLife-LockBox Partnership
 Partnership Marketing Strategies
 Cost & Revenue numbers for Next 3 years
 GO / NO-GO Decision on the partnership
Agenda for Today

5. MetLife-LockBox RFP Highlights
 Scope
MetLife looking for service providers to empower Digital Asset Management
 Goal
 Make a Difference
 More Customer Value
 Added Revenue
 Generate Sticky Customers
 Partnership
3 year limited Exclusivity
 Functional Expectations
 Asset Upload
 Password management
 Beneficiary assignment.
 Digital security standard compliance
× Legal binding
× Mobile access
× Auto-sync

6. MetLife-LockBox RFP Highlights
 Product Offering
 Stand-Alone and Add-on product
 Marketed under the brand name MetLife
 Lockbox will have its own microsite under MetLife
 Revenue Sharing
 30% revenue share to lockbox
 Branding and marketing cost handled by MetLife
 Yearly License fee : 500K
 Additional Support/training fees
 Product Pricing
 Add-On
 29.99$ per year for 250GB , unlimited passwords, 10 beneficiaries
 49.99$ per year for up to 750GB , unlimited passwords, beneficiaries
 Individual Product
 69.99$ per year for up to 750GB , unlimited passwords, beneficiaries
 Support
Support & Training to be owned by LockBox

7. Market Evaluation
LockBox MetLife
• "Awareness” phase of Marketing Funnel
• White box solution
• No Brand Marketing required
• Acquire market share
• #1 insurance company
• Brand Differentiation
• Sticky Customers
• Increased Revenue
Awareness Very Low
Likeability Unpredictable
Market Share None
Decision Partnership
Awareness High
Likeability High
Market Share High
Decision Extend

8. MetLife Customer Segment
 MetLife Loyalty Customers : 0.8 M households
 MetLife Multiple Insurance holders :2.7 M households
 Target Customer Profile
 Aged 45 and above
 High Net-worth Individual
 Policy holders with Maximum value
 Potential 800K customers
20
20
40
20
Customer Age Profile
18- 35
35- 45
45 - 65
>65
45
25
20
10
Customer Income Profile
<60K
60 to 100K
100- 250K
250K and above

9. Hank Marsh
Personal
48 years old
Construction Architect, Family Business
Married with Kids
Net-worth about 720K
Passionate on building design and Interiors
 Loyal MetLife customer for 10 years
 Has Auto/Home/Life insurance
 Maximum coverage on all his policies
 Recently Signed up for MetLife Financial planning
 Prefers High premium - Low deductible policies
Behavior
Fear of Loss
Strong Desire for Disaster Recovery Planning
Desire for Inheritance

10. Partnership GoTo Market Objectives
Product Awareness
Customer Acquisition
 Customer Retention

11. Partnership Marketing Strategies

12. Display Ads
 Drive Awareness
 Banner Display Ads
 Google Ads - Demographic/Contextual/Remarketing
 ROI :CTR per CPM obtained from Search
 CPM costs 12$ per 1000 impression (Google)

13. SEM/SEO
SEM
 Partner with Google / Bing
 Generate leads and drive awareness
 Targeted SEM keywords
 Revise Strategy based on CTR Rate
 Smart Bidding : Long Tail keywords
 Sample SEM Keywords
o Digital Living will, Digital locker
o Insure Digital Assets, Digital Inheritance
o Assign Beneficiary ,Preserve digital data
o Asset inheritance, LockBox
o Secured Storage, Password manager

14. Email Marketing
Drive Awareness and Generate Leads
Target specific customer segments
Personalized Email : Unique URL and Toll Free number
Mobile e-mail friendly
ROI : Site response view & Click-through Omniture
Retarget based on response

15. Offline Marketing
Direct mail to targeted segments
Full page Magazine Ads by MetLife in AARP
MetLife Catalogues for Lockbox product
Direct CS Sale calls

16. Marketing Budget Baseline
 MetLife Home & Auto Customers : 2.7 Million
 MetLife Loyalty Customers : 0.8 Million
 Total marketing budget : 7.2 Million USD for 3 years
 Budget for Online spending – 60%
 Budget for Offline spending – 40%

17. Q3 2013 Q4 2013 FY 2013 FY 2014 FY 2015 FY 2016
Standalone Sales Revenue $0 $0 $0 $240,000 $456,000 $651,000
Add On Sales Revenue $0 $0 $0 $2,160,000 $4,104,000 $5,854,000
Total Revenue (Margin share) $0 $0 $0 $2,900,000 $5,060,000 $7,005,000
Lockbox License Revenue $0 $0 $0 $500,000 $500,000 $500,000
Hardware and Operations Cost $800,000 $400,000 $1,200,000 $1,200,000 $600,000 $400,000
Development Costs $750,000 $750,000 $1,500,000 $1,800,000 $500,000 $500,000
Brand Marketing Costs $0 $929,000 $929,000 $2,198,000 $2,198,000 $2,198,000
License Fee 0 0 0 $500,000 $500,000 $500,000
Total Cost for LockBox $1,150,000 $2,700,000 $3,000,000 $1,100,000 $900,000
Gross Margin for LockBox
(30% revenue Share & License Fee) ($2,200,000) ($1,780,000) $768,000 $1,701,500
LockBox Revenue Projection
Common Revenue from Product Sales
Cost for LockBox
Cost for MetLife

18. Partnership Evaluation
Pros
 Partnering Market Leader – Great Head start
 Access to a larger Market Segment
 Total Save on the marketing costs
 Product awareness to a large customer base
 Potential open up for new ventures in future
Cons
 Hardware & Operational cost not shared
 Customized Developmental costs could be higher
 MetLife cautiously optimistic on the product
 Limited Exclusivity with MetLife for 3 years
 Failure could mean more to LockBox than MetLife