Strictly Private and Confidential
Sihirli Anlar Reward, Recognition & Gifts Company Presentation April 2013
Index Table
• • • • • • • •
of Content
Executive Summary Market and Product Segments Business Model Client Portfolio Company Facts Key Figures Global Outlook Turkey Outlook
Index Executive •
Summary
Sihirli Anlar (SIAN) was founded with the aim of providing companies with reward, recognition and incentive products. The company also adopted consumer gifting in the experience and entertainment industry. • The core of Sihirli Anlar lies within making people happy and with this motivate them for different purposes. • Generating happiness through • Rewards, Incentives, Recognition or Gifts • The end products are • Activities, Money Cant Buy Experiences, Gift Cards • The Products creates flexibility, self-selection and at the end happiness
Index Business
Model
“Companies who has a desire to increase productivity and thru this increase profitability must invest in its Resources, primarily their human resources�
REWARDS Special Days Annual Motivations Achievements Performance Based Project Based Bonus
Incentives Sales Oriented Saving Targeted Project Based
Gifts Birthdays Marriage Births Special Occasions
Index Business
Model
“Having satisfied and happy employees will increase productivity. The selection of products for the rewards are vital to optimize the reward scheme both in terms of economy and end-user satisfaction�
Carefully Selected Products Gift Box Experiences Gift Vouchers Personalized High Percepted Value
Online Rewards Custom Made Experiences Gift Vouchers Redemption
Employe Card Pre-Loaded Selected Usage On-Off Line Custom Made
Corporate Events Track-Day Group Incentives Concerts VIP
B2B - Products
Gift Box
B2B - Products
Online Rewards
B2B - Products
Employe Card
B2B - Products
VIP IMAR
Red Carpet Events
Fashion Shows
Global Sports Events
Concerts
Acting Star
Motor Sports
B2B - Products
Corporate Events
B2B - clients
2013 - pipeline
Experience Gift Market
Index Experience
Gifts - history
2000 Red Letter Days in UK launched with a simple voucher concept 2003 Smartbox entered French market with Box Concept and entered retail 2003 mydays was founded in Germany 2010 the European experience gift market reached over 1. bio. EUR 2011 Sihirli Anlar launched mydays Turkey as the 8th. mydays country 2012 Experience Gifts can today be found in all Europe and estimated market size is close to 2 bio. EUR
Index mydays
- facts
- SIAN is the franchisee of German speaking market leader mydays GmbH - Online turnover of 50 mio. EUR in 6 main markets (DE, CH, AT, ES, FR, IT, NL) - Launched 2003 in Germany as the first experience gift provider - Has received several awards for brand and shopping experience - Has 15 000 experiences over 7 countries in portfolio - Carries TUV SUD certificate - mydays.com.tr launched 2011 February
Index mydays
- distribution
Online shop
Co-Branded Marketing
Retail
Call Center
Index mydays
- online shop • e-commerce site • Gift Voucher Generation • Voucher Redemption • CMS and Administration System • Payment Module with installments • Over 1000 products • SEO Optimization • TUV-SUD Safe Shopping • Developed since 2003 • With over 3 million transactions yearly • 50 million EUR turnover yearly globally • 15,000 Global Products
Index Experience
Gift Cards
Gift Box
Gifts - products
Index Sihirli
Anlar - company facts Shareholder Structure
•
Founded 2011 by Yadel Oskan (Main Share Holder) and Ahmet Pandir
•
SIAN is part of the IQ GROUP
•
IQ GROUP is one of the largest tourism companies in Turkey with handling of over 700.000 tourists on a yearly basis and involved in operations in several countries
• •
mydays brand is franchised to SIAN by mydays GmbH
•
Member of Incentive Marketing Association
IMAR Entertainment is represented in Turkey exclusively by SIAN
Yadel Oskan 74% Others 2% Ahmet Pandir 24%
Index SIAN
- milestones Signed first corporate deal Borusan Holding
Ulker Reward Day Launch of mydays gift boxes
Signed agreement with mydays
Agreement Tofas Employee Card
Launched Saleforce.com CRM system
2013
Started Monopoly campaign
2012
2011
2010
Registered company SIAN
Efes VIP Event: El Classico
Launched mydays magic card (gift card) BAT Track Day Event, Izmir
Launched mydays.com.tr online shop Signed agreement with IMAR
Palladium VIP Event: The Academy Awards
Organization Board of Directors [Yadel Oskan COB] [Ahmet Pandir Member]
Managing Director [Cuneyt Gazioglu]
B2B Sales
Brand
Product
Accounting
[Burak Binzet]
[Seda Perry]
[Uğur Koçoğlu]
[Burak Alp]
Information Technology [Murat Baran]
CRM [Ebru Gogdemir]
Board & Advisors Yadel OskanChariman (B. 1966)
Ahmet Pandir Member (B. 1978)
Ebru Pandir Advisor Finance (B. 1976)
Mark GreggAdvisor Markets (B. 1973)
Claes BidemarAdvisor Investments (B. 1954)
Education: Istanbul Universitesi
Education: MDH, Sweden
Education: Istanbul University
Education: Bilkent, Ankara
Education: Uppsala Uni. Sweden
Experience:
Experience:
Experience:
Experience:
Experience:
IQ Travel Group Chairman
Azizler Holding
Granth Thornton
FTI Group
Bankomat
Profilo Consultancy
Price Waterhouse Coopers
Cadooz AG
Genplus
Morningstar Europe
Koc Bank
Burda Media - Bonago
Telia Sonera Investment Manager
CB’a Design WPP
Yapi Kredi NV
Free News - Media
IQ Travel - Meeting Point
IQ Travel Group
Slottbacken AB
Executive Management Cuneyt Gazioglu Managing Director (B. 1970)
Seda Perry Brand Manager (B. 1979)
Burak BinzetSales Manager (B. 1973)
Education: MDH, Sweden
Education: San Diego University
Education: Istanbul University
Education: Bilkent, Ankara
Experience:
Experience:
Experience:
Experience:
Azizler Holding - Retail Finance
Osmanli Bankasi - Finance
Man Ajans
Efes Pilsen - FMCG
Profilo Consultancy - Consultancy
UTE Holding - Tourism
Rekta Ajans
Turkcell - Telekom
Morningstar Europe - Finance
Red Bull - FMCG
CB’a Design WPP - Advertisement
Monster Energy - FMCG
Ahmet Pandir CEO (B. 1978)
Free News - Media IQ Travel Group - Tourism
Press Coverage
Aktuel
InfoMag
Dunya Gazetesi
Hurriyet
TV NET milliyet
sabah
Sponsoring
Istanbul GECE YARISI
Porsche Cup
Geyik Kosulari
Market Size and Competition Turkey 10 mio. $ Experience Market
2 1 bio. $ Corporate Events
1
2 bio. $ Gift Voucher Market
15.3 bio. $ E-Commerce 3 4
Global Outlook
Gift Experience Market
2,000 1,800
1,600 1,550
1,200
1,200 950
800
800 650
400 300
0
40
2004
100
140
2005
2006
2007
2008
2009
2010
1. Figures in million EUR 2. Total turnover of European Experience Estimation by GEA
2011
2012
2013F
Experience Gift Market mydays 20%
Others 53%
momento 15%
Giftibox 2% 10%
Turkey Outlook
e-commerce | Market
With 36 M internet users, Turkey is in the top 20 for Number of Internet Users and ranks No. 11 in internet penetration. Source: Euromonitor
Turkey Outlook
e-commerce | Payment
The four different statistics show how developed the payment infrasturcture in Turkey is. Especially the high credit card penetration or number of POS terminals in Europe. Turkes is always among the top countries. Source: BKM
Turkey Outlook
e-commerce | Logistics
The delivery system in Turkey is reliable, fast and comparable low cost which enables physical products sale to be delivered instantly door to door nationwide. Source: BKM
Turkey Outlook
e-commerce | Network
Turkey is one of the most connected social countries globally and the trend is still growth with large numbers. Source: Euromonitor
Turkey Outlook
e-commerce | Spending
BKM stated that total online spending reached over 15 bio. TL in 2012. About 1/3 is considered to be spent in B2C only categories. Source: BKM
Turkey Outlook
e-commerce | Future
The potential of Turkey’s eCommerce is big. As all big countries, also Turkey is on a convergence to the averages of the more developed countries. Taking this as the starting point for our prediction, lets have a look what would be if Turkey reaches the averages of the European Union countries:
Source: BKM
KEY FIGURES
Roll Out & Funding 1. Initial Funding of 150.000 EUR Office, Hardware,Vehicles
2. Funding of 250.000 EUR Production of gift boxes, licensee fees, system investments 3. Funding of 100.000 EUR Market Entry, Marketing and PR, Branding, 4. Funding of 200.000 EUR Further Marketing and investments in the company 5. Funding of 300.000 EUR Overheads and Marketing 5. Planned Funding of 500.000 EUR Growth and Marketing 6. Planned Funding of 500.000 EUR Growth and Marketing 7. Planned Funding of 500.000 EUR Growth and Marketing
2010
2011
2012
2013
2014
2015
Key Figures 2011
2012
2013F
2014F
2015F
2016F
2017F
Turnover (k. TL)
110
520
6,500
8,125
10,563
13,731
17,851
EBITDA
-950
-800
300
406
739
1,030
1,428
4.6%
5.0%
7.0%
7.5%
8.0%
-1,450
-1,044
-304
725
2,154
Investor Shares
-1,000
-797
-427
88
802
Investor Equity
-1,000
-750
-500
-500
-250
1,800
2,438
4,436
6,179
8,568
EBIDTA % Cumulative
Market Cap
-950
950
-1,750
1,750
Branded Team
Strictly Private and Confidential
Sihirli Anlar Internet Magazicilik A.S. Nur-i Ziya Sokak No. 7 Beyoglu - Istanbul 444 20 83
Board Member and CEO
Managing Director
Ahmet Pandir
Cuneyt Gazioglu