2011 pre-launch presentation for Playboy's first foray into the daily deals market. Their angle was to target men, something the other daily deals sites weren't doing. Playboy's offers would include upscale dining, nightlife, liquor, gadgets, shaving, sports, and all things men. Competitors in the men's daily deal market include Urban Daddy and Thrillist.

1. Steve Gilberg, Director
VIP Deals for Men
PLAYBOY DIGITAL VENTURES
April 20, 2011

2. The Opportunity
Daily deals, group buying, flash sales - no matter which term is
used, the trend triggered by Groupon, LivingSocial, Gilt
Groupe, and hundreds of other Websites is unrivaled in its
extraordinary growth.
Driven by a dramatic increase in both the number of deal
services, the volume of new offers hitting the market, and
consumers’ insatiable demand for quality products/services
and great prices, the Daily Deal market is one of the most
intriguing and dynamic segments online.
We’d like to introduce you to Playboy’s VIP Deals for Men.

3. Industry Overview
The Daily Deal industry is estimated to grow
by 138% to $2.66B in 2011.

4. Industry Overview
More than 63,000 Daily Deals were published in 2010,
and nearly 40,000 in Q1 2011 alone.

5. Industry Overview
As non-Food & Drink merchants enter the market the average price per
Deal is rising. YOY price growth from Q1 2010 to Q1 2011 is 15%.

6. Industry Overview
As a result of Groupon, Chicago remains the #1 market
for Daily Deals offers published.

7. VIP Offer Categories
 Nightlife – Bar, Night Club, Strip Club
 Exclusive Promotional Events – Craft Beer, Scotch, Whiskey,
Cigar Tastings, Playboy New Year’s Eve Parties
 Clothing & Accessories – Custom Suits, Sunglasses, Watches,
Cuff Links
 Grooming – Men-Only Salons, High-End Shave Products
 Sports Tickets – Cubs, White Socks, Blackhawks
 Travel – Adventure Travel, Sports Travel, Playboy Golf
 Outdoor Sports – Golf, Tennis, Sailing, Sky Diving, Paint Ball,
Marathons, Triathlons
 Online Offers – Music & Movie Downloads, Online Gambling &
Gaming, Xbox & PSP Discounts
 Playboy Store Discounts – Apparel, Accessories, Gym Bags

8. Editorial Control
Editorial Checks and Balances - To ensure Playboy’s high
standards and editorial integrity, product/offer descriptions will be
written by our editors or Playboy-approved contractors.

9. How/Where We Market
Playboy Online Properties:
 Playboy.com
 Cyber Club
 TheSmokingJacket.com
 “FREE Nude Pictures”
Through Online Affiliates
Through Platform Provider

10. Customer Acquisition
 PR
 Consumer facing PR around site-launch and
first-to-market strategy in carving out the male
Daily Deal audience.
 Incentives
 FREE X with validated registration
 X% Discount at The
PlayboyStore.com/BunnyShop.com
 Inexpensive Advertising
 Existing Playboy channels – Online, Mobile
 Registration Widgets on all Playboy sites
 $$$ Advertising
 Existing Playboy channels - Magazine, Radio
 External “Men’s” Websites
 Restroom/Health Club Advertising
 In-Game Advertising

11. User Experience - Registration

12. User Exp. – Registration Widget
Sign Up for Playboy’s VIP Deals for Men!
Enter your email address below:

13. User Experience – Daily Email
VIP Offers

14. User Exp. – Web Integration

15. A Closer Look – Multiple Offers
ENJOY YOUR LOCAL FAVORITES

16. Back-End Operations
Town Hog – Existing Partner
Local Offer Network – Chicago-based aggregator. Powers Daily Deals
on Metromix and ChicagoShopping.com (both Tribune companies.

17. Playboy Involvement
Day-to-day requirements for managing Playboy’s Daily Deals
for Men program include:
 Weekly(?) contact with TownHog.
 Selecting appropriate Playboy Deals from a list of all
possible Deals
 Reviewing Daily Deal copy as provided from the back-end
operator
 Reconciling weekly/monthly commission reports

18. Challenges
 Coupon Fatigue
 Men are less likely to plan ahead
 Men care less about saving money
 Women rule the Internet:
 According to ComScore, Women are the majority users of social
networking sites and spend more than 30% more time on these sites
than men.
 According to Gilt Groupe and Groupon (70% and 77%), the vast majority
of their customer base is female.
 According to US Census Bureau, women oversee 80% of consumer
spending and control the purse strings in married households.
 According to Facebook, women are the majority of its users and drive
62% of activity in terms of messages, updates, and comments and drive
71% of daily fan activity.

19. Competition
 Groupon
 Urban Daddy
 Thrill List

20. How We Earn Revenue
On average Playboy would earn 40% of the net sale.
Net Sale = Offer price – Merchant Royalty

21. Revenue Projections
2011 2012 2013 2014
Daily Deal Source
3rd Party Deals (40%) $XXX,XXX $XXX,XXX $XXX,XXX $XXX,XXX
PEI Deals (60%) $XXX,XXX $XXX,XXX $XXX,XXX $XXX,XXX
Total VIP Revenue $XXX,XXX $XXX,XXX $XXX,XXX $XXX,XXX

22. Next Steps
 Design Registration Widget(s)
 Determine which .com sites to place the widget – TSJ, FREE Nude
Pics
 Discuss methods for building our opt-in list – Movie Tickets, FREE
Offers, Renting Lists
 Consider spending $$ outside of Playboy properties –
MensHealth.com, Slate.com, ESPN.com, SportsIllustrated.com