[appralsly

Appra|s|y |s an emp|oyee performance management so|unon that grows

bus|nesses through eecnve emp|oyee performance management.
[appralsly
Lxecuuve Summary
Cverv|ew
Appralsly ls a daLa drlven end-Lo-end employee performance managemenL sysLem. lL's for employee appralsals. We are
828, noL 82C.
We are based ln London and 8rlsLol, unlLed klngdom.
We are ln Lhe buslness of daLacauon, LhaL ls Lurnlng an exlsung buslness or lndusLry lnLo a 'daLa buslness'.
1hlnk abouL lL Lhls way: lacebook has daLaed" our frlend neLwork and Llnkedln has daLaed" our professlonal
connecuons. Appra|s|y |s "datafy|ng" emp|oyee performance management.
1hlnk of Appralsly as Lhe Coogle Analyucs of P8, and we are sLarung wlLh performance managemenL.

Where are we now
8eLa launched and acuve aL hup://www.appralsly.com
8 companles slgned up
Cer from Cxygen AcceleraLor (decllned) - puLs valuauon aL c. 300k as aL SepLember 2013
voLed ln 1op 10 '8esL eople 8uslness' ln uk - SMA81A 100 Awards
8esL 828 SLarL-up - Launch48 Showcase LvenL
llnal 8ound - Mllllon ound SLarL-up (cancelled)
Investment sought
Seeklng lnvesLmenL of 51S0,000 Lo LesL producL and markeL assumpuons
MenLorshlp and Connecuons
[appralsly
1eam
1echn|ca| Sk|||s
8uby on 8alls, P1ML3, CSS3, Angular !S. 1wluer and Llnkedln Al.

8us|ness Sk|||s
ro[ecL managemenL, rocess deslgn, 8udgeung, 8uslness developmenL.

ueslgned, bullL and launched Lwo webslLes Lhls year whlle havlng full ume employmenL.

1. PashLag Peaven: CusLom 1wluer 1-shlrLs
2. vlperCharL: llnanclal SLock SenumenL Analysls


In a prev|ous ||fe
Career ConsulLanLs, LxLenslve 8uslness rocess ueslgn & lmplemenLauon pro[ecLs. lleen
years comblned consulung experlence. 8eslgned and worklng full ume on Appralsly.

More avallable aL hup://www.appralsly.com/abouL_us



!ames SLrlckland
nlk Lygkonls
[appralsly
CurrenL CusLomers
lnLerbrand(uk) 200+ employees
lcanorL (uk) 10+ employees
Pyperacuve (uk) 23+ employees
1rumpf(uk) 30+ Lmployees
ChalCne (uS) 63+ Lmployees
?ellow (nZ) 330+ Lmployees
Arvlxe (uS) 83+ Lmployees
lnecuon (uS) 200+ Lmployees
[appralsly
roblem
Lmployee performance sysLems are lneecuve for SMLs:
CvercompllcaLed and ume consumlng process
CosLly and ouLdaLed
erformance daLa noL readlly avallable
no lncenuve for employee
Cen paper based aL SML's

1hls resulLs ln emp|oyee demonvanon, h|gh emp|oyee
turnover and Lhe |oss of ta|ented peop|e
[appralsly
Soluuon
lnLuluve web-based servlce whlch ls user frlendly and auLomaLes Lhe
process
use SMA81 goal semng whlch reduces revlew ume and ensures quallLy of
goals ls hlgh
360 degree & anonymous feedback from all posslble sources
lull archlve of pasL performance for every employee
erformance assoclaLed wlLh professlonal soclal neLwork - lmproves
mouvauon and engagemenL
ueLalled reporung and analyucs avallable for managers Lo conducL revlews
aL Lhe end of Lhe performance cycle
CaLer Lo an aglle workforce by oerlng hlgh degree of exlblllLy
uo noL requlre lnLegrauon wlLh lnLernal plauorms and ensure Lhe sysLem ls
aordable for SMLs
[appralsly
Addressable MarkeL
58 8||||on growlng aL 10 per annum

1argeL MarkeL (?1-?3)
230,000 SMLs wlLh 23+ employees ln uS and uk
alone
100m employees ln Lhe LargeL markeL
[appralsly
Appralsly & Lhe compeuuon
Comparanve Ieature Work.com na|ogen Sohware kapta Systems Sma|| Improvements Appra|s|y
roduct Ieatures
lnLegrauon wlLh Llnkedln no no no no es
Analyucal uashboard ?es no ?es no es
AudlL 1rall no ?es no ?es es
user lnLerface/lnLuluveness Average unfrlendly lrlendly Average Super Ir|end|y
CusLomlzablllLy Less cusLomlzable CusLomlzable Less cusLomlzable very CusLomlzable Very Custom|zab|e
lnLegrauon/SeL-up CosL Plgh cosL, long ume Plgh cosL, long ume Plgh cosL, medlum ume no cosL, shorL ume No cost, very short nme
8us|ness Iacts & I|gures
rlce per user per monLh $20 $13 $30 $6 5S
Locauon unlLed SLaLes Canada unlLed SLaLes Cermany Un|ted k|ngdom
no. cusLomers (approx.) 300 1,300 12 43 - 30 8
Annual revenue ~$13 mllllon 38 mllllon $0-1 mllllon $0.3 - $1.3 mllllon 0 m||||on
no. employees 130 300 10 12 2

Why |s Appra|s|y d|erent to the compennon?

uaLa-drlven approach Lo performance managemenL
Lmphasls on user-frlendllness, lnLuluve lnLerface wlLh soclal connecuons
Scalable Lhrough fully congurable/cusLomlzable plauorm
Aordable Lo SML markeL

!"#$ &'()*+$ ,-. /0*1203/ +4)*15+5 (/ 67+8 6('9+6 :;;;< 1/+' =1/>3+//+/ (35 0?+' )0@A*+6+ 6(*+36 @(3(9+@+36 /1>6+$ 306 >35>B>51(* )0@A03+36/
[appralsly
oLenual acqulsluon 1argeL
Success Iactors
InfonkM
2009
Cube1ree
2010
ouCa|c
2010
Iambok
2011
1a|eo
IobI|ash
2006
Vurv
2008
WW Comp
2010
Learn.com
2010
kenexa
Webn|re
2003
8rass k|ng
2006
LMS
2008
IkA
2011
Sum 1ota|
C||ck2Learn
2004
ath|ore
2003
Sohscape
2010
eop|eI|uent
AIMn|re.com
2006
Author|a
2009
eop|eC||ck
2010
Aqu|re
2011
Acqu|r|ng I|rm Compan|es Acqu|red
|ateau
2011
Iob partners
2011
SA spenL 53.4 b||||on on human caplLal managemenL soware company SuccesslacLors
l8M acqulred kenexa for 51.3 b||||on.
Cracle boughL human-resources soware company 1aleo for 51.9 b||||on
! Appra|s|y cou|d be acqu|red by L|nkedIn
!"# %&' ()*% +,' -').* )/0#'1 %&'.' &),' 2''# 0,'. 34 )5678*890#* 8# %&' 2.0):'. %)/'#%
;)#)<';'#% ;).='%>?

[appralsly
roducL leaLures
Lasy slgn-up 48 seconds Lo reglsLer your buslness and sLarL uslng Lhe
appllcauon
lully congurable admln area for Lhe P8 ulrecLor / P8 Manager
erformance cycle umellne
leedback quesuons
1eam sLrucLure
erformance meLrlcs
Soclally lnLegraLed wlLh Llnkedln (prole lmporLs)
8eal ume performance dashboard
SMA81 goal semng
Soclal, deLalled, 360 degree and anonymous feedback (lnLernal and
exLernal feedback funcuonallLy
CompleLe company organlzauonal charL
erformance PeaLmap and erformance 8eporL for performance
appralsals revlews
lor more vlslL: Appralsly leaLures


[appralsly
8uslness Model
828 model appllcable Lo SMLs, conglomeraLes, charlues, governmenL, educauon
A uered prlclng plan based on a per-emp|oyee per month basls:

An exLenslve free tr|a| perlod of up Lo 6 monLhs Lo ensure cusLomers see value
LnLer wlLh performance managemenL, expand Lo fu|| ta|ent management sulLe by ?3
1 - 10 users
IkLL
11+ users
54.99
per user/monLh
700k
Users
MarkeL Share
0.7S
WlLhln 3 years
~ S0m
kevenue
WlLhln 3 years
[appralsly
CrowLh lorecasL
Lsnmated Month|y kecurr|ng kevenue 5S187 from Ian 2014
3 year growLh forecasL

300k users wlLhln 3 years ( 0.73 of Lhe markeL)
8ecurrlng revenue model
828 SaaS
8evenues from performance managemenL soware only
lanned expanslon ln oLher P8 areas ln 2016.
Growth Iorecast 2014 201S 2016 2017 2018
avg # of CusLomers 13 35 170 450 650
1oLal number of users 5850 21175 139910 450450 659750
Avg. users/CusLomer 450 605 823 1001 1015
Lsnmated Annua|
kevenue
350,298 1,267,959 8,377,811 26,972,946 47,422,830
kCI -19% -5% 0% 48% 49%
[appralsly
CurrenL Purdles
1esL all markeL and producL assumpuons
CaLher feedback on Lhe producL
Lnsure we cover all cusLomer needs
CusLomer reLenuon aer 3 monLhs
Lxpand cusLomer base

[appralsly
MllesLones
hase 1: CompleLe producL deslgn (comp|ete)
hase 2: CompleLe produce beLa (comp|ete)
hase 3: CompleLe sales page (comp|ete)
hase 4: 1rlal producL wlLh cusLomers (comp|ete)
hase S: AdapL producL based on feedback (ln progress)
hase 6: ueploymenL / ~8000 users LargeL
hase 7: Serles A
C2 2013
C4 2013
Investment
kequ|red
2014
Investment
kequ|red