Introduction to Real Web - Presentation by Andrea Piccioni, Founder & Chairman of Real Web at the NOAH 2013 Conference in London, Old Billingsgate on the 13th of November 2013.

1. November 2013

2. Real Web: not a commercial brand, but a holding company
Company
Business
KPI’s & Facts
Real Estate Classifieds
Italy
Market Leader
85% brand awareness
Insurance Broking
Italy
Market Leader
75% brand awareness
Healthcare Booking Service
Italy
N.1 in Milan
Launched Q1 2013
Generating growth thru a number of different local opportunities
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3. Our story: a group of Internet managers and angels
Founders, investors & managers at the same time
Focus on proven, sizeable and local businesses
Long term horizon to grow core business to achieve leadership
Exploit adjacent opportunities to accelerate growth
Eventually sell or IPO
Each company is run independently to maximise business opportunity
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4. Directly managed & self funded businesses
Company
Inception
Capital invested
Angels & Managers
% owned
2005
€ 4 Mio
90%
2008
€ 10 Mio
70%
2012
€ 5 Mio
65%
Investing in ourselves consistently…in a tough macro environment
44

5. Can we be successful in a country lagging Internet adoption?
1. Pick up & Invest into the right business model
Business model has to be proven
in more mature markets
Risk limited to execution
(and local adaptation)
55

6. Can we be successful in a country lagging Internet adoption?
1. Pick up & Invest into the right business model
Business model has to be sizeable
to justify capital deployment
• Heavy upfront marketing
investment to create
marketplace (Online, TV, etc.)
• Build team bench-strenght
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7. Can we be successful in a country lagging Internet adoption?
2. Local execution has to be key
Local execution as a
differentating factor to succeed
• Understand better culture
• Secure faster supply if critical
• Better commercial deals /
Monetize better
• Established marketing
relationships with key players
• Sort out regulatory frame
Choose the right business model and focus on flawless execution
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8. Grow core business to achieve leadership
Company
Early mover
Team
Remarks
FTE
No
200
Invested €4 mio vs €40m from
competition (News Corp.)
No
400
First to go online heavy on TV
to build category
No
40
First well funded player to invest
heavily on the opportunity
Not an easy journey...patience & endurance required
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9. Exploit adjacent opportunities
Flagship business
Adjacent opportunity
Notable/Inflection points
Vacation rentals
(Italy)
Launched dedicated site in 2011
Achieved co-leadership in 2013
Field sales force
Innovative idea to exploit multichannel fields agents
Gas & Power
Launched in 2012, Leader since 2013
Enter Spanish market
Launched in 2010, No.3 player now
Growth accelerated also via unique innovative ideas
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