Project Presentation

CONTENTS
What is Webiny?
Our Goal
Strategy
Products
Webiny Framework
Webiny Content Management System
Webiny Booking System
Webiny (Abstract) Web Shop
Webiny Reseller Center
Webiny E-Mail Marketng Suite
Webiny Marketplace
Business
Business Model
Subscriptons
Soluton
Revenue Estmates
Organisaton, Owners & Stakes
Investment Plan
Risks & Compettors
Cost Estmates
Management Roles
Webiny Team
A word from the founder
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What is
Webiny?
Webiny is, rst of all, a vision to
build top line Internet products that
will redene todays expectations in
performance and quality.
Webiny is also a framework, or a tool others can use to shape
their on-line business. Its helping them grow and achieve
higher goals without running into standard technology limita-
tons.
Webiny will also become a market that gives others the pos-
sibility to make revenue by contributng their own inventons
and solutons.
01
Our Goal
Number One Internet platform for
business
We are not scared to ask ourselves, How? because we have
a plan.
We will be beter, smarter, cheaper and original. To prove that
these are not just words, here is a benchmark between several
Content Management Systems and Webiny CMS.
02
20,00
15,00
10,00
5,00
0,00
Tomato CMS Joomla Wordpress Drupal Webiny
Requests per second
(More is beter)
Luckily, we love challenges, because this means we get the
opportunity to be beter than the competton, and our clients
get a beter product.
03
Strategy
Our strategy is based on researching the competton - what
people like about them, and what they dont like - this part is
our door to new clients and markets, because making a prod-
uct that people will like based on existng models is easy, but
making a new likeable element from one thats miles from
that is quite hard.
Products
Webiny Framework
Webiny Content Management System
Webiny Booking System
Webiny (Abstract) Web Shop
Webiny Reseller Center
Webiny E-Mail Marketing Suite
Webiny Marketplace
When Webiny project frst started, we knew what we wanted
to become and where we wanted to get (Reminder: Number
One Internet platorm for business). Taking on such a project,
along with the responsibility, meant that there is no room for
minor performance, or phrases like it will do for now. We
knew form the start that we must lay down rock solid founda-
tons that will hold the structure of our business.
04
Webiny
Framework
This is the foundation, or the core,
of all Webiny products.
Its a small and simple framework that has all the necessary
functons to build any product needed. This simplicity gives
the framework an advantage in performance over most, cur-
rently available, frameworks on the Internet.
05
06
Webiny Content
Management
System
Webiny CMS was the rst product
built with Webiny Framework.
Webiny CMS features some new
and innovative solutions when it
comes to, not just writing, but
building content for your website.
Client Reference:
htp://www.alh.hr/
It is designed to handle multple clients and their websites
with a single instance, drastcally lowering maintenance costs.
It doesnt mater if you have a small website or a high trafc
portal, Webiny will fulfll all of your needs.
If features advanced SEO and SMO (Facebook & Twiter) in-
tegraton, nice URLs, powerful cache mechanism, and a lot
more.
07
Webiny
Booking System
Webiny Booking System was our frst product aimed at real
on-line business. If features multple payment gateway in-
tegratons with on-line booking opton, conversion tracker,
detailed analytcs system, tracking of paid and unpaid invoices,
etc.
Client Reference:
htp://www.puntarka.com/
With this product alone, you can
run an international on-line
booking agency.
08
Webiny (Abstract)
Web Shop
Webiny (Abstract) Web Shop is a unique
product, and its aimed to more ad-
vanced businesses giving them the abil-
ity to truly build and describe their prod-
uct to the smallest detail - because if you
cannot describe your product properly,
you will lose on conversion, and there-
fore your money.
Web Shop connects your product speci-
fcatons with the rest of the system,
providing optons to interact with pay-
ment gateways, build PDF ofers, and
e-mail product ofers and invoices from
within the system. So in essence Web
Shop has everything you need except
your product, which we consider to be a
good thing.
Why Abstract?
Web Shop doesnt have a default inter-
face for product input. This interface
must be built by your product specifca-
ton. This way we make sure you wont
have to make compromises in your prod-
uct descripton.
09
Webiny Reseller
Center
Webiny Reseller Center is a set of modules that our certfed
resellers can use to build custom instances of diferent We-
biny products and sell them to their clients, making money on
provision.
They can easily track their orders and balance. Reseller Center
comes with Webiny CMS, giving resellers the opton to present
their products more easily.
Client Reference:
htp://nexus-studio.net/
The plan is for Webiny resellers to
become number one sales-force for
all Webiny products.
10
Webiny E-Mail
Marketing Suite
This products integrates any other
Webiny product giving you the op-
tion to do a very powerful, and
most of all, targeted email market-
ing.
The E-Mail Marketng Suite builds a dynamic list of atributes
of your products, clients and visitors that you can use in any
email. Writng a dynamic e-mail template that has, for exam-
ple, your client name and ofer price is a mater of two mouse
11
Webiny
Marketplace
Webiny Marketplace is not yet devel-
oped and some parts are stll in planning
phase, but the goal is eminent - giving
others the ability to build their own
Webiny products and design their own
themes that will be ofered throughout
the Webiny network. In combinaton
with Webiny Reseller Center, resellers
will have a vast amount of products
they can sell.
Each new client will be able to combine
some core products with products and
themes from the marketplace with sev-
eral mouse clicks, and an internal distri-
buton system will deploy and connect
everything in a mater of seconds.
Every custom product and theme must
go through a submission process - this
will make sure that all quality guidelines
are respected.
Webiny Marketplace should become
Webinys second most important rev-
enue stream.
Marketplace will be an integrated part of
Reseller Center, where with the help of
developers and designers, resellers can
easily serve any clients needs.
12
Business Model
Webiny products will be sold using
SaaS business model - this way we
develop a long term relationship
with our clients.
Another advantage of Sofware as a Service business model
is that its great for other startup companies that want to base
their business on-line because it provides a low startup cost,
but provides solid foundaton for growth.
13
Subscriptions
Each product will have at least 3 subscripton packages. The
packages should prevent choice paralysis in the beginning, but
users will be able to create any amount of packages or ser-
vices.
Subscriptons will be based on yearly or monthly payments.
Solution
Webiny provides an all-in-one soluton. The client doesnt
have to worry about server, domain, backups and perfor-
mance of his website. Its included in each subscripton, along
with the necessary support.
14
Revenue estimate
* We estmate that 80% of clients will come directly from resellers.



10 100 1.000 2.500 5.000 10.000
CMS 500 USD 5.000 USD 50.000 USD 125.000 USD 250.000 USD 500.000 USD
Web Shop 750 USD 7.500 USD 75.000 USD 187.500 USD 375.000 USD 750.000 USD
Booking System 1.500 USD 15.000 USD 150.000 USD 375.000 USD 750.000 USD 1.500.000 USD
Other modules 200 USD 2.000 USD 20.000 USD 50.000 USD 100.000 USD 200.000 USD
TOTAL PER MONTH 2.950 USD 29.500 USD 295.000 USD 737.500 USD 1.475.000 USD 2.950.000 USD
0 USD
500.000 USD
1.000.000 USD
1.500.000 USD
2.000.000 USD
2.500.000 USD
3.000.000 USD
3.500.000 USD
R
e
v
e
n
u
e

Revenue per number of clients
15
Current
organization
Webiny currently operates from Rijeka, Croata (Europe). A
team of 5 people constantly works on improving and adding
new functonalites to the system.
Parallel to that a support is also provided to clients, which we
currently count 10.
Current revenue is around $10.000 per month. Given that we
havent done any marketng nor sales. Most of our clients ap-
proach us directly, or over a reference from current clients.
This is great for the start, because that tells us that there is a
big potental and that we do a good job.
Owners & Stakes
Currently Webiny is owned by Sven Al Hamad, which holds
65% of the company, and Goran Candrlic, which holds 35%.
The projects and its staf have been funded completely inter-
nally by the owners with no external investments over the last
2 years.
Our calculaton is that overall investment to date (including
pro-bono work from founders) is around $75.000.
16
Investment plan
In frst phase 25% of the company will be
sold for $500.000.
This investment will be used for open-
ing an ofce in US and acquiring at least
1.000 clients which should generate
around $150.000 per month.
Phase 1: 1.000.000 shares:
Sven Al Hamad (48.75%)
Goran Candrlic (26.35%)
New investor (25%)
Company valuaton 2.000.000 USD,
share price = 2 USD
Phase 1
In second phase of investments we
will ofer 15% of the company for
$3.000.000.
This investment will be used for future
development and reaching 10.000 cli-
ents which should generate around
$1.000.000 monthly.
Phase 2: 2.000.000 shares:
Sven Al Hamad (41.3475%)
Goran Candrlic (22.3975%)
Investor 1 (21.25%)
Investor 2 (15%)
Company valuaton = 20.000.000 USD,
share price = 10 USD
Phase 2
In third phase of investments we will of-
fer 10% for $10.000.000.
At this point we should have more than
20.000 clients with a monthly revenue
over $2.000.000.
Phase 3: 5.000.000 shares:
Sven Al Hamad (37.21275 %)
Goran Candrlic (20.15775%)
Investor 1 (19.125%)
Investor 2 (13.5%)
Investor 3 (10%)
Company valuaton = 100.000.000 USD,
share price = 20 USD
Phase 3
17
IPO
Additonal 15.000.000 shares would be issued, with Phase1-3
owners taking their percentages the same, and 10% of shares
would go public.
With frst round of fnancing (500.000 USD) we plan to acquire
1.000 clients within 1-2 year of inital investment and setng
up US company.
With 1.000 clients, we are
self-sustainable, but in order to gain
market share, we would need addi-
tional rounds of nancing to secure
further development and marketing
18
Risks
Clients are (stll) non familiar with SaaS business model (sub-
scripton), although in Internet environment, there are numer-
ous companies that sell sofware in this model
Unable to gather critcal mass of resellers who are key com-
ponent of Webiny success. Therefore, investments need to be
made in order to educate the resellers of benefts with work-
ing with Webiny
Unable to gather critcal media atenton due to the fact that
CMS, booking engine and business sofware are not atractve
as for example social networking is. Therefore, the main goal
of marketng team would be to make the product atractve
and appealing both to media and business users, something
Apple has done so good.
Competitors
Wordpress - Due to current market share and the fact that it
is serving more than 18 million websites; it has advantage in
business sector as well. Even so, Webiny is much more ad-
vanced system. Marketng goal would be to convince the com-
munity of the advantages Webiny ofers (SaaS model, every-
one makes money, stability, speed...)
SalesForce.com, Oracle, Dynamics - proven, yet, for most
companies not usable business systems (due to the fact that
cost, maintenance, upgrades and overall cost of ownership
are too high, not to menton the problems of specifc business
needs). It will be very hard to compete with them in terms of
usage, but, overall Webiny value propositon should overcome
these difcultes within 5 years.
19
Cost estimates
Ofce Role Amount Yearly cost
Croata, Europe
Developer 4 135.000 USD
Designer 3 80.000 USD
On-Line Marketers 2 60.000 USD
Support 10 150.000 USD
Ofce Head 1 45.000 USD
Ofce rent & maintenance 1 25.000 USD
TOTAL PER YEAR 495.000 USD
California, USA
CEO 1 110.000 USD
CTO 1 100.000 USD
CMO 1 100.000 USD
Server admin 3 210.000 USD
Sales person 5 300.000 USD
Ofce rent & maintenance 1 60.000 USD
TOTAL PER YEAR 880.000 USD
Estmated marketng cost: 250.000 - 500.000 USD per year.
We choose Croata as Webiny operatonal
center since it provides good labor costs,
quality personnel and necessary techni-
cal requirements; we are already setup on
the market and have a small development
team.
California should be Webinys HQ. It should
give us access to building a professional
image, making contacts and access to the
most important market.
* With this personnel we can easily handle 5.000
clients, which makes an income of ~$3M USD
20
Management roles
CEO
Adult leadership
Technology oriented person with high
educaton and sales skills
Will be responsible for making con-
tacts, helping and educatng Webiny
owners in running the company
CTO
Sven Al Hamad - Webiny founder
Great technology and organizatonal
skills
Will be responsible for further
Webiny development
CMO
Goran Candrlic - early stage funder and
partner
Great marketng and sales skills
Will be responsible for marketng and
sales
21
Webiny team
Sven Al Hamad
Webiny founder / Developer
htp://hr.linkedin.com/in/svenalhamad
Goran Candrlic
Partner / Early stage funder / Marketng
htp://hr.linkedin.com/in/gorancandrlic
Nela Dunato
Designer
htp://hr.linkedin.com/in/neladunato
Pavel Denisjuk
Developer
htp://hr.linkedin.com/pub/pavlo-denisjuk/34/9b7/485
Sandi Sablic
SEO
htp://hr.linkedin.com/pub/sandi-sablic/20/189/935
Associates
Dario Dzimbeg
Designer
htp://hr.linkedin.com/in/dariodzimbeg
Sinisa Kusic
Designer
htp://hr.linkedin.com/in/sinisakusic
Bruno Skvorc
Developer
htp://hr.linkedin.com/in/swader
22
A word from the
founder
When Webiny project frst started we didnt want to go out with
beta releases, do sales, marketng and seek venture capital. All
development was funded internally by smaller side projects, just to
make enough to pay for future development.
We notced that quality of Internet web pages is dropping. The
technology is getng beter, but people are getng lazier and dont
do the necessary maintenance and updates, which can be critcal if
you use open source technology, especially if you do on-line busi-
ness.
Webiny should be the one that handle all security updates, so you
can do your business safely without any worries or distractons.
Now the tme has come to show the world what Webiny is, what
it can do and what they can do with it. Using future investments
we will create a large market that will raise expectatons in quality
and performance to a new level.
Quality products are always recognized by the market, and We-
biny is a set of tested quality products, ready to enter its sale
stage.
E:
W:
P:
info@webiny.com
htp://webiny.com
00385 91 895-2782