Fall 2013 SEIN Analytics was invited to present to the Canadian Conference Board’s Council of IT Professionals at MIT in Cambridge, MA. In a detailed presentation, we explained the company’s value proposition and described in-depth our experience building the Sein platform. The talk focused on issues many IT executives face when developing applications in the cloud.

1. Providing vital visibility and analysis
for smarter investment decisions
Samuel Belu-John, CEO & Founder
Anne Clark, Co-Founder
www.seinanalytics.com

2. ACCOMPLISHMENTS
INVESTOR FRUSTRATION
Difficult to manage and integrate vendors
COMPLICATED SOLUTIONS
No easy way to bring analytics and data together
CHANGING MARKET
Push for greater disclosure and transparency

3. SOLUTION
SEIN ANSWERS CUSTOMER NEEDS
“…bring data and analytics together in a
meaningful way to drive effective and
controlled investment decisions…
– Douglas Long, EVP Business Strategy, Principia Partners
“

4. COMPETITION
Existing solutions require on-premise Online Application Processing (OLAP) model.
o Dependency on IT o Poor computational capabilities o Require pre-modeling

5. PRODUCT
o Reduced IT dependency o Strong computational capabilities o No pre-modeling
SEIN is built on a proven, scalable and secure enterprise framework and a virtualized datacenter

6. MARKET SEGMENTS
SEIN provides a single solution to the entire ecosystem

7. MARKET SIZE

8. BUSINESS MODEL
GO-TO MARKET
o 2 confirmed beta customers to participate in pilot program
o Expand pilot to include 5 customers
o Hire Head of Sales with existing relationships
o Develop strategic partnership with other finance companies, for
example Open Gamma, who have the same customer base

9. 5 YEAR PLAN
YEAR 1
o Launch beta, test and sign contracts
with paying customers
o Raise $1.5 million to fund development
YEAR 5
o Revenue of $65 million with around 200 customers
o Be considered the “standard” in the industry
o Merge with larger financial software vendor
$78,000
$68,000
$58,000
$48,000
$38,000
$28,000
$18,000
$8,000
(-$2,000)
2013 2014 2015 2016 2017
Revenues
Gross Income
Profit
3–21 customers
21–91 customers
21–158 customers
158–229 customers
AllFiguresinThousandsofDollars

10. ACCOMPLISHMENTS
PRESS
o Jan 2012: SEIN wins Grand Prize at the Google sponsored Gigabit Challenge and wins $100K
o Jan 2012: Profiled on TechCrunch and the San Francisco Chronicle
o Jun 2012: Received our certificate of registration and presented at Innotribe Belfast as a Semi-Finalist
o Nov 2012: Raised $80K+ with McKinsey & Company contracts to fund beta development
o May 2013: Participate in MassChallenge accelerator program in Boston
o Aug 2013: Closed friends and family funding round for $60K
o Sep 2013: David Smilow, founder of E*trade, joins SEIN’s board with 2 confirmed beta customers
o Sep 2013: Fannie & Freddie data added to application, enabling us to cover 50 million mortgages
o Sep 2013: Invited to participate in IBM’s Global Entrepreneur program
o Oct 2013: Presenting at the Canadian Conference Board’s Council of IT Professionals at MIT

11. MANAGEMENT TEAM
Samuel Belu-John, CEO & Founder
15 years experience as an ABS Portfolio Manger for hedge funds including NewStar Financial, Jefferson
National Financial and positions at Barclay’s, Credit Suisse and Moody’s.
Anne Clark, Co-Founder & Head of Product Development
Expert in designing user experiences and applications for a diverse group of clients in the finance and
technology industries including Fidelity, Bank of America Merrill Lynch, Samsung and Microsoft.
David Smilow, Advisor
Former MD at Goldman Sachs, Founder of E*Trade and Founder of Jefferson National Insurance.
He will lead our sales efforts once we finalize his role as Chairman of the Board.
Maurice Kherlakian, Zend Technologies Developer
Experienced developer with Zend, the leading PHP
open source framework provider.

12. 12
CLOUD APPLICATION DEVELOPMENT
1. DISCOVER PROBLEM
o Identify project requirements, systems and people
o Modernize existing middleware by decoupling domain space model to improve agility
o Develop integration strategies to bridge gap between data and analytics to solve customer needs
2. DEFINE SOLUTION
o Friction-free deployment
o No machines or middleware to manage
o High productivity framework
o Cloud portability
3. DEVELOPMENT PROCESS
o Choosing a Provider & Operating System
o Virtual Machine Set-up
o Data Warehouse Considerations
o Documentation
o Development Tools
o Source Control
o Workflow

13. OUR PROCESS
CURRENT: $280/MONTH (AWS) PILOT PROGRAM: $2,000/MONTH (SoftLayer/RightScale)
SEIN is a scalable, event driven platform built on an open architecture

14. 14
CHOOSING A PROVIDER
TRUST
Common principles and
connection with a provider
EXPERTISE
Proficienct technology and an
understanding of your business
COMPLIANCE
Verify a provider's capabilities
with a compliance audit

15. 15
CHOOSING A PROVIDER
COST REDUCTIONS / OPTIMIZATIONCOST REDUCTIONS / OPTIMIZATIONCOST REDUCTIONS / OPTIMIZATION *
PROVIDERS PRICING PLANS AVERAGE MONTLY PRICE COST OF DATA TRANSFER/GB
Amazon Ec2 Pay-as-you-go, reserved, spot $66.43 $0.12
Rackspace Pay-as-you-go $116.8 $0.12
GoGrid Pay-as-you-go, monthly, semester, year $116.8 $0.12
Microsoft Azure Pay-as-you-go, semester, year $65.7 $0.155
Terremark Pay-as-you-go $138.9 $0.17
AT&T Pay-as-you-go $121.3 $0.1
Google Pay-as-you-go $42.42 $0.12
OpSource Pay-as-you-go, monthly $95.63 $0.15
Softlayer Pay-as-you-go, monthly $182.5 $0.1
HP Pay-as-you-go $87.6 $0.12
* Source TechRepublic.com, Top Cloud PaaS Providers Compared by Thoran Rodrigues* Source TechRepublic.com, Top Cloud PaaS Providers Compared by Thoran Rodrigues

16. 16
CHOOSING A PROVIDER
SECURITY FEATURESSECURITY FEATURESSECURITY FEATURESSECURITY FEATURES EASE OF MIGRATIONEASE OF MIGRATION
PROVIDERS CERTIFICATION PROTECTION MONITORING STANDARDS VM UPLOAD
Amazon Ec2 Yes Medium Extensive Proprietary Yes
Rackspace Yes Medium Extensive OpenStack No
GoGrid No Medium Poor Proprietary No
Microsoft Azure Yes Medium Average HyperV Yes
Terremark Yes Medium Poor VMware Yes
AT&T Yes Medium Poor VMware Yes
Google Yes Medium Poor Proprietary No
OpSource Yes Medium Average VMware Yes
Softlayer Yes Medium Extensive OpenStack No
HP No Medium Poor OpenStack No
* Source TechRepublic.com, Top Cloud IaaS Providers Compared by Thoran Rodrigues* Source TechRepublic.com, Top Cloud IaaS Providers Compared by Thoran Rodrigues* Source TechRepublic.com, Top Cloud IaaS Providers Compared by Thoran Rodrigues* Source TechRepublic.com, Top Cloud IaaS Providers Compared by Thoran Rodrigues* Source TechRepublic.com, Top Cloud IaaS Providers Compared by Thoran Rodrigues* Source TechRepublic.com, Top Cloud IaaS Providers Compared by Thoran Rodrigues

17. 17
CHOOSING AN OPERATING SYSTEM
Operating systems and middleware that form the basis of PaaS
o Windows is growing at 3.2% while Linux is growing at 12.7% annually
o 76% of enterprises with investment in virtualization use Linux
o Linux has a large and growing community of developers

18. 18
VIRTUAL MACHINE SET-UP
Golden Master:
o Consistency across cloud infrastructure
o Utilize cloud admin to deploy libraries
and packages
o Requires minimal effort from end-user
Custom VM:
o User has ability to customize the
VM - Chef or Puppet config tools
GOLDEN MASTER VERSUS CUSTOM VM

19. 19
VIRTUAL MACHINE SET-UP
o Migrating to RightScale cloud
management
o Utilizing built-in-best practices for boot,
operational and shutdown of VM
o Consistency => Efficiency => Quicker
Updates => Client Specific Customization

20. 20
DATA WAREHOUSE CONSIDERATIONS
CLOUD DATABASE SPECTRUM: From Self-Service to DBaaS
User Responsible For:
o Maintenance
o Backup
o Failover
o Security
o DBMS Install
o Load Balancer
o DBMS Configure
o DBMS Automation
o DBMS Monitoring
User Responsible For:
o Defining application needs for
Quality of Service
o Defining budget

21. DOCUMENTATION
KEEP TRACK OF EVERYTHING
21
MEETING
NOTES
DESIGN
CHANGES
ARCHITECTURE
DECISIONS
BUSINESS
LOGIC
OPTIONS
o Evernote
o Google Keep
o Within Code Class:
- Dockblocks: business logic description
- Ticket System
- Source control comments

22. 22
DEVELOPMENT TOOLS
APPLICATION DEVELOPMENT: See Adam Culp’s full discussion on Clean
Application Development at: http://www.slideshare.net/adamculp/clean-application-development-tutorial
SELECT
IDE
USE
FRAMEWORK
DEBUGGING
TOOLS
o PHPStorm
o Eclipse
o Pycharm
Forcing developers to
all use the same OS
leads to problems
o Vagrant
o Puppet
o Chef
All in one cloud
management.
USE VM
MACHINE
o Keeps code light
o Avoid proprietary
framework
o Existing frameworks
have large developer
communities
o Fiddler
o Zend Server
o XHProf
o XDebug

23. 23
SOURCE CONTROL
BENEFITS
TRACK
CHANGES
KEEP
HISTORY
SECURE
CODE
MULTIPLE
DEVELOPERS
OPTIONS
o CVS: Grandfather of version control
o GIT: Fast-rising star, has taken open source community by storm
o SVN: Widest adaption - used by Google Code, SourceForge, Apache, Python and Ruby
o Mercurial
o Bazaar
o LibreSource

24. 24
WORKFLOW
TO EVOLVE AND
ADAPT, REFACTOR
o What’s easy to change in the
business model should be easy to
change in your architecture
o Integrate open source solutions
o Accenture Survey of 300 large
organizations found:
o 50% are fully committed to open
source in their business
o 38% expect to migrate mission-
critical applications to open source

25. 25
QUESTIONS
THANK YOU