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MindManager Version 9
      for Mac
      Business Case
MindManager Version 9 for Mac:
           Objectives
 Drive revenue for Mindjet
  - New product announcement drives attention to both
    Mac and Windows products
 Increase net new user licenses
 Establish greater consistency across product
  platforms
 Improve existing customer satisfaction levels



                                                        2
ANALYSIS


           3
Adding up the Mac Revenue

              Half of revenue allocated to
              MM8 total revenue due to       Total MM8 Revenue:
              early announcement of MM8        Actual: 1,452,390
                                               Promo: 231,711
Buy MM7 Mac, Get                               Total: 1,684,101
MM8 Mac Promo
Started in 09/2009




                                                                   4
MindManager v8 Mac Costs
       MindManager v8 Mac Gross Profit                               Gross: $1,684,101
                                                       Net Margin    Cost: $623,000*
                      6000
                                                                     Net Margin: $1,061,101
             233000                                                  (as of 08/2010…….7 months availability)
                                                       Outside
                                                       Development
                                                       Cost          Achieved ROI: March 2010
    384000
                                                       Internal      (2 months after launch)
                                  1061101
                                                       Overhead
                                                       Cost*
                                                                     Outside development: $384,000
                                                       Marketing
                                                       Campaign      Internal overhead: $233,000
                                                       Spend         Marketing spend: $6,000

*Does not include any non-engineering internal costs


                                                                                                               5
MM8 for Mac Customer Base




                            6
MM8 for Mac Customer Base
1.   FULL PRICE PURCHASES
      a. 31% of the customers that purchased Mac 8
      were net new customers to Mindjet – this is still a
      great new number and opportunity
      b. 14% that purchased were MM Windows
      customer buying Mac for the first time – they had
      never held a previous mac version
2.   Upgrades
      a. 28% were Mac prior version upgrades
      b. 27% upgraded already owning BOTH versions of
      MindManager – Mac 7 and a Windows version (not
      all version 9s)
                                                            7
Mac Market Facts & Figures
• Mac market is growing in the US
                                     In 2010-2011 is your firm
   – 1.4 million Macs sold in Q2    likely to allow more users
     2008                             to deploy Macs as their
   – 3.05 million Macs sold in Q2      enterprise desktops?
     2009                                  2%

• Mac shipments to businesses        19%
  grew 50% y/y (Q2 ‘09-’10)                                Yes
                                                           No
• Mac sales to government
                                                           Unsure
  organizations up 200% y/y                     79%
• 93.96 million users of OS X
  operating system (~8% market)


                                                                    8
MINDMANAGER VERSION 9 FOR MAC:
PROPOSAL & RECOMMENDATION

                                 9
MindManager Version 9 for Mac:
    Proposed Lighthouse Features
• Adopt MS Office 2011 for Mac Interface to
  Create Consistent MindManager Experience
  across Platforms
• MS Office & Outlook 2011 Integration
• Presentation Mode
• SharePoint Content Management Support
• Google Docs Back-End Integration


                                              10
Projected Finances for MM9 for Mac




                                     11
Development Approach
• Development by external teams (Virtual FX)
• Development resources separate from
  MindManager v10 for Windows and
  MindManager Web projects



Doesn’t interfere with critical path of higher priority projects


                                                                   12
Next Steps
• Approve MindManager Version 9 for Mac
• Sign UX & Development vendors
• Proceed with Phase 4: Inception and Phase 5:
  Elaboration
• Post-Elaboration XT Presentation:
    –   Updated financial model
    –   Updated timeline
    –   Detailed product plan
    –   Preliminary go-to-market plan

                     Phase 4:      Phase 5:      Phase 6:      Phase 7:
Phase 3: Analyze
  08/01–09/30
                    Inception    Elaboration   Construction   Transition
                   10/01—10/28   10/29—11/24   11/25—4/13     04/14—04/20




                                                                            13
BACK-UP


4/22/2010    14
MindManager Unit Growth
                                     MindManager for Mac Unit Sales by Quarter
                       12000

                       10000                                                      MM8 launched
Number of Units Sold




                                                                                  in Q1 2010
                                                                MM8 pre-sales
                       8000                                     began at the
                                                                end of Q3 2009                           MM Mac
                                    MM7 launched
                       6000         in Q2 2007
                                                                                                         Linear
                       4000                                                                              (MM Mac)
                       2000

                           0
                               Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
                               '06 '06 '06 '07 '07 '07 '07 '08 '08 '08 '08 '09 '09 '09 '09 '10 '10 '10
                                                         Quarter by Year

                                                                                                                    15
MAC MARKET ANALYSIS


                      16
MindManager Version 9 for Mac
    Requirements Research Sources
• Staff Interviews
   – Interviews staff members representing product management, product
     marketing, program management, user
     experience, engineering, sales, marketing, customer service, and
     EMEA
• Customer Feedback
   – 1,432 support requests pertaining to MindManager for Mac dated
     02/2009 to 08/31/2010
• Design Partner Data
   – Reviewed design partner data for 1,392 users from 11/2009 to 4/2010
     Windows users, and ascertained certain assumptions about the Mac
     audience from that data
• Online Community Feedback
   – Yahoo! MindManager group feedback 11/2009 to 08/2010
   – Mindjet Blog feedback
   – Mindjet User Forums feedback 05/2007 to 08/2010
                                                                           17
Appendix

• http://www.businessinsider.com/2008/7/microsoft-s-
  real-problems-cloud-computing-and-the-second-
  coming-of-apple 07/2008
• http://www.geek.com/articles/apple/apples-q4-
  earnings-shine-thanks-to-a-record-number-of-macs-
  and-iphones-sold-20091020/
• http://arstechnica.com/apple/news/2010/08/macs-
  making-bigger-enterprise-gains-than-rest-of-pc-
  market.ars 09/2010
• http://www.numberof.net/number of mac users/
  05/2010

                                                       18
Added 09/21/2010

   FOLLOW-UP TO XT PRESENTATION


4/22/2010                         19
125,454 Mac customers
22,653 Mac customers have MM Windows
102,801 Mac customer have no MM Windows

10,016 Mac customers have Version 8*
2,852 Mac8 customers have MM Windows
7,164 Mac8 customers have no MM Windows

*Mac Version 8 customers (10,016) are customers who bought Mac7 Licenses or Mac7 Upgrades after 11/24/2010, and customers who
bought Mac8 Licenses or Mac8 Upgrades.



                                                                                                                                20
21
Marketo Data 11/24/2009 – 09/20/2010

Category                                                         Win          Previous Mac   Email Count


Total MM8 Mac                                                      0%-100%       0%-100%            10016


Mac8 emails with previous Win                                          100%      0%-100%             2852


MM8 emails with previous Win but no previous Mac (Win -> Mac8)         100%        0%                1205


Mac8 emails without previous Win                                       0%        0%-100%             7164


Mac8 emails with previous Mac (Upgrade or MSA -> MM8 Mac)          0%-100%        100%               5275


Mac8 emails with previous Mac and previous Win                         100%       100%               1647


Mac8 emails with previous Mac and no previous Win                      0%         100%               3628


Mac8 emails without previous Mac (new MM8 Mac License)             0%-100%         0%                4741


Mac8 emails without Win or Mac (new MJ Cust)                           0%          0%                3536



                                                                                                            22
MM8 for Mac Customer Base
           Units of MM8 for Mac


    3785
    14%



                                  Net New Licenses
                                  Existing User Upgrades


               86%
              23077




                                                           23

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MindManager Version 9 for Mac Business Case_092010

  • 1. MindManager Version 9 for Mac Business Case
  • 2. MindManager Version 9 for Mac: Objectives  Drive revenue for Mindjet - New product announcement drives attention to both Mac and Windows products  Increase net new user licenses  Establish greater consistency across product platforms  Improve existing customer satisfaction levels 2
  • 4. Adding up the Mac Revenue Half of revenue allocated to MM8 total revenue due to Total MM8 Revenue: early announcement of MM8 Actual: 1,452,390 Promo: 231,711 Buy MM7 Mac, Get Total: 1,684,101 MM8 Mac Promo Started in 09/2009 4
  • 5. MindManager v8 Mac Costs MindManager v8 Mac Gross Profit Gross: $1,684,101 Net Margin Cost: $623,000* 6000 Net Margin: $1,061,101 233000 (as of 08/2010…….7 months availability) Outside Development Cost Achieved ROI: March 2010 384000 Internal (2 months after launch) 1061101 Overhead Cost* Outside development: $384,000 Marketing Campaign Internal overhead: $233,000 Spend Marketing spend: $6,000 *Does not include any non-engineering internal costs 5
  • 6. MM8 for Mac Customer Base 6
  • 7. MM8 for Mac Customer Base 1. FULL PRICE PURCHASES a. 31% of the customers that purchased Mac 8 were net new customers to Mindjet – this is still a great new number and opportunity b. 14% that purchased were MM Windows customer buying Mac for the first time – they had never held a previous mac version 2. Upgrades a. 28% were Mac prior version upgrades b. 27% upgraded already owning BOTH versions of MindManager – Mac 7 and a Windows version (not all version 9s) 7
  • 8. Mac Market Facts & Figures • Mac market is growing in the US In 2010-2011 is your firm – 1.4 million Macs sold in Q2 likely to allow more users 2008 to deploy Macs as their – 3.05 million Macs sold in Q2 enterprise desktops? 2009 2% • Mac shipments to businesses 19% grew 50% y/y (Q2 ‘09-’10) Yes No • Mac sales to government Unsure organizations up 200% y/y 79% • 93.96 million users of OS X operating system (~8% market) 8
  • 9. MINDMANAGER VERSION 9 FOR MAC: PROPOSAL & RECOMMENDATION 9
  • 10. MindManager Version 9 for Mac: Proposed Lighthouse Features • Adopt MS Office 2011 for Mac Interface to Create Consistent MindManager Experience across Platforms • MS Office & Outlook 2011 Integration • Presentation Mode • SharePoint Content Management Support • Google Docs Back-End Integration 10
  • 11. Projected Finances for MM9 for Mac 11
  • 12. Development Approach • Development by external teams (Virtual FX) • Development resources separate from MindManager v10 for Windows and MindManager Web projects Doesn’t interfere with critical path of higher priority projects 12
  • 13. Next Steps • Approve MindManager Version 9 for Mac • Sign UX & Development vendors • Proceed with Phase 4: Inception and Phase 5: Elaboration • Post-Elaboration XT Presentation: – Updated financial model – Updated timeline – Detailed product plan – Preliminary go-to-market plan Phase 4: Phase 5: Phase 6: Phase 7: Phase 3: Analyze 08/01–09/30 Inception Elaboration Construction Transition 10/01—10/28 10/29—11/24 11/25—4/13 04/14—04/20 13
  • 15. MindManager Unit Growth MindManager for Mac Unit Sales by Quarter 12000 10000 MM8 launched Number of Units Sold in Q1 2010 MM8 pre-sales 8000 began at the end of Q3 2009 MM Mac MM7 launched 6000 in Q2 2007 Linear 4000 (MM Mac) 2000 0 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 '06 '06 '06 '07 '07 '07 '07 '08 '08 '08 '08 '09 '09 '09 '09 '10 '10 '10 Quarter by Year 15
  • 17. MindManager Version 9 for Mac Requirements Research Sources • Staff Interviews – Interviews staff members representing product management, product marketing, program management, user experience, engineering, sales, marketing, customer service, and EMEA • Customer Feedback – 1,432 support requests pertaining to MindManager for Mac dated 02/2009 to 08/31/2010 • Design Partner Data – Reviewed design partner data for 1,392 users from 11/2009 to 4/2010 Windows users, and ascertained certain assumptions about the Mac audience from that data • Online Community Feedback – Yahoo! MindManager group feedback 11/2009 to 08/2010 – Mindjet Blog feedback – Mindjet User Forums feedback 05/2007 to 08/2010 17
  • 18. Appendix • http://www.businessinsider.com/2008/7/microsoft-s- real-problems-cloud-computing-and-the-second- coming-of-apple 07/2008 • http://www.geek.com/articles/apple/apples-q4- earnings-shine-thanks-to-a-record-number-of-macs- and-iphones-sold-20091020/ • http://arstechnica.com/apple/news/2010/08/macs- making-bigger-enterprise-gains-than-rest-of-pc- market.ars 09/2010 • http://www.numberof.net/number of mac users/ 05/2010 18
  • 19. Added 09/21/2010 FOLLOW-UP TO XT PRESENTATION 4/22/2010 19
  • 20. 125,454 Mac customers 22,653 Mac customers have MM Windows 102,801 Mac customer have no MM Windows 10,016 Mac customers have Version 8* 2,852 Mac8 customers have MM Windows 7,164 Mac8 customers have no MM Windows *Mac Version 8 customers (10,016) are customers who bought Mac7 Licenses or Mac7 Upgrades after 11/24/2010, and customers who bought Mac8 Licenses or Mac8 Upgrades. 20
  • 21. 21
  • 22. Marketo Data 11/24/2009 – 09/20/2010 Category Win Previous Mac Email Count Total MM8 Mac 0%-100% 0%-100% 10016 Mac8 emails with previous Win 100% 0%-100% 2852 MM8 emails with previous Win but no previous Mac (Win -> Mac8) 100% 0% 1205 Mac8 emails without previous Win 0% 0%-100% 7164 Mac8 emails with previous Mac (Upgrade or MSA -> MM8 Mac) 0%-100% 100% 5275 Mac8 emails with previous Mac and previous Win 100% 100% 1647 Mac8 emails with previous Mac and no previous Win 0% 100% 3628 Mac8 emails without previous Mac (new MM8 Mac License) 0%-100% 0% 4741 Mac8 emails without Win or Mac (new MJ Cust) 0% 0% 3536 22
  • 23. MM8 for Mac Customer Base Units of MM8 for Mac 3785 14% Net New Licenses Existing User Upgrades 86% 23077 23

Notes de l'éditeur

  1. Kate’s comments:Reconsider using % in MM9 Mac financial projections – use actual numberPropose x% increase in revenue, therefore expect x% increase in marketing budgetTriple the investment to ~$60kCalculate between $15-60kCurrently ~$200/quarterOpportunistically, we can open more opportunities and bring bigger investment$6k/year + program giveaways, etc.
  2. Data analysis needed. Who is our audience, what are their use cases, what features are NECESSARY??Look at Win existing vs. non-Win existingWhat if we just tried full-on marketing with current product?Do a test market? Shift $25-50k from another product?Mindjet System 10 – skip to system 10? Put money into Web instead? Capture Mac audience … Market to community at large.Why are people NOT buying Mac? ANALYZE WIN-MAC RATIO – Are we selling to existing customers?Of new users, what percentage of new Mac users is existing Windows???Dedicated Mac landing page – discuss with Kate, Felicity and Mike.Not strategic project – what do we do to spike sales? MUST FOLLOW STRATEGIC ROADMAP.