The virtual & hybrid events

platform for corporate event

organizers

eventmix.live
June, 2021
 Our mission is to help any event organizer
easily run virtual & hybrid events without
requiring any technical know-how

Key Highlights

• Eventmix is the Virtual & Hybrid Events platform for corporate event
organizers
• Market growing at 23% CAGR to reach $400 billion USD by 2027
• Behavior changes and customer adoption have created high market
demand
• Market that doesn’t have “a winner take all” characteristic
• Evenmix has a Strategic Partnership in Germany that is set to jump start
the company’s revenues in the following year
• Virtual events are here to stay and a lot of emphasis will go towards
Hybrid events in the future
• The company is being built by serial entrepreneurs with previous
successful exits (LiveRail exit to Facebook in 2014 for for ~$500M)
• The founders want to share the investment opportunity with smaller
investors via Seedblink

June 2021 Eventmix Business Plan 2

The Problem
The COVID-19 outbreak has caused the cancellation or postponement of
events, exhibitions and conferences worldwide, hammering the $1.1 trillion
events industry. The cancellation of events has had damaging ripple
effects across industries as exhibitors and attendees missed the
opportunity of making potentially lucrative business connections.

Most companies that wanted to organize events found themselves stuck

when confronted with the challenges of staging an event in the digital-first
world. Switching their events from physical to virtual events represented a
big challenge creatively, technically and financially.

For corporate event organizers it

has become overwhelming to run
virtual or hybrid events because
most solutions in the market don’t
offer an all-in-one solution where
the organizers have the possibility
of customizing the events with their
own branding.

At the same time, most solutions

don’t put an emphasis on security
and data privacy features, which
are important for this category of
customers.

Above all, existing solutions don’t

offer flexibility and a price point that
the organizers can afford.

June 2021 Eventmix Business Plan 3

The Solution
Eventmix is an easy to use, all-in-one self-service white label platform that
gives organizers all the tools they need to run events under their own
brand.

Eventmix is the go-to-platform of Virtual & Hybrid Events for corporates.

Eventmix handles the technology ”hassle” so that organizers can focus on

what matters most for their business: content and marketing.

June 2021 Eventmix Business Plan 4

The Product

From our very intuitive events builder, with just a few clicks, the event
organizers can set up an event in minutes and start registering
attendees.

Our product includes all the

features that organizers need to
run a successful event: user
registration experience, live
streaming, attendee interaction
via chat, polls or Q&A,
networking area or expo booths
for exhibitors. Everything is
ready to set-up from our
intuitive administration area,
without requiring any line of
code!

One important differentiator

from other platforms is that
the events branding can be
fully customized according
to the organizers’ identity.
The organizer can create an
event landing page and
customize it in a few easy
steps and then immediately
start accepting registrations
or sell tickets.

June 2021 Eventmix Business Plan 5

Another strong product differentiator is the possibility of running the
events directly from the organizers’ custom domain (e.g.:
events.mycompany.com). This feature allows the organizer to
completely make the events their own. Attendees will then come to
the organizers’ website and register. This allows for more use cases
than other platforms can allow for.

For example, our target customers need more security and data
protection. Having the possibility to brand their events and run them
from their own domain is a game changer because the event
attendees will have a better experience and at the same time agree
to the organizers’ terms and conditions when they sign up to the
event.

The attendees can watch the event regardless the device and the
place. Full interaction is assured with polls, Q&A, networking
roundtables or live sessions.

Overall, the Eventmix product helps event organizers in 3 meaningful

ways:
1. allows them to easy set-up their events, thus reducing time
spent on actually managing the event;
2. gives them the possibility of hyper customization and modularity
which in turn covers more use cases, creates better experiences
for participants, a higher attendance rate and loyalty;
3. reduces the resources needed to set-up and run an event which
leads to reduced costs and increased revenues for event
organizers.

June 2021 Eventmix Business Plan 6

Market Size
The TAM (Total Addressable Market) - the global events market is
estimated based on an Allied Market Research study on the events
industry at more than $1,1 trillion Dollars in 2018.
The stay-at-home measures imposed by the COVID-19 have resulted in
increased opportunities for virtual and hybrid events. According to Grand
View Research, the global virtual events market size was valued at $77.98
billion in 2019 and is expected to grow at a compound annual growth rate
(CAGR) of 23.2% from 2020 to 2027, reaching our SAM (Serviceable
Addressable Market) of $400 billion by 2027.

Global events Global virtual

industry valued events market $2M US in
at expected to reach revenue in
$1,1 Trillion in +$100 billion in Year 1
2018 2021

TAM SAM SOM

The growing popularity amongst corporates, education institutes, and

various other organizations across industries is expected to drive the
market.

Region wise, Europe accounted for the highest revenue, as the region has
been extremely successful in winning conferences of international
associations with over half of the top cities and countries selected as
destinations for international association conferences.

The SOM (Serviceable Obtainable Market) - the portion of SAM that

Eventmix can realistically capture (calculated based on our beachhead
market) – is $2 million Dollars in the following year.

June 2021 Eventmix Business Plan 7

Window of Opportunity

The following factors further emphasize the window of opportunity:

COVID-19 Accelerated the Shift Towards a Virtual & Hybrid Event

Industry. 98% of attendees are not planning to attend live events;
Work-from-home has become the new normal for companies and
employees around the world and will unlikely change. Companies
like Facebook and Google announced that workers can work from
home for the rest of the year, and Twitter made work-from-home a
permanent option for employees;
72% of corporate sponsors are interested in participating in virtual
and hybrid events, as long as they can effectively reach audiences.
They are shifting their budgets, not cutting them during the COVID
crisis, meaning they are looking for new opportunities
Eventmix offers companies an unprecedented opportunity to grow
the brand, vastly expand audiences and transform their event into a
formidable engagement vehicle.

June 2021 Eventmix Business Plan 8

Business Model
From the beginning we wanted to introduce a business model that is low
friction and simple for customers to understand, but above all one that
gives the possibility to be fast in the market and scale quicly.

In this sense we started with a Pay As You Go Plan which gives organizers
access to all of the features for a price of $2 USD/attendee/event. We
charge an extra 10% from ticket sales, if the event sells tickets (Stripe taxes
included).

Other competitors don’t rely on this Pay As You Go model but our
customers found it valuable especially the ones that don’t run recurring
events. Some customers run events only from time to time, without
regularity and thus would not subscribe to a monthly or annual plan.

In Q3 of 2021 we will be adding subscriptions to our offering. The

subscriptions will range from $98 USD per month to $998 USD per month
(and more if customers will require a customized plan with larger
volumes). Each subscription plan will include a limited number of
attendees each month or year.
The unit economics were thought so that every event is profitable, no
matter the size of the audience. This gives us the opportunity to push for
scale and allow for bold investments into sales & marketing.

Our “North Star Metric” is the monthly number of paid event attendees.

Eventmix has a Gross Profit Margin of over 70%.

June 2021 Eventmix Business Plan 9

Our Ideal Customer
Eventmix is targeting companies
(enterprises and SMEs) and event
management agencies. They desire a
self-service product with minimal
support required. These customers look
for a simpler solution than their current
flow, don’t have the know-how, money or
desire to invest in their own tech, want to
invest marketing money into promoting
their own brand, don’t want to send their
audience to a third party because of
security, privacy & data protection
concerns, look to build a relationship
with their audience even after the event
has ended.

Eventmix brings its customers:

• Increased reach & attendance;

• Higher engagement with their audience;
• More powerful sponsor opportunities;
• Reduced costs;
• Increase marketing pipeline;
• Valuable data insights;
• Increased return on investment (ROI).

Our “sweet spot” customers are corporate or industry events organizers

which can be agencies and direct clients, from verticals such as
Healthcare, HR, Law, Banking or Finance.

They need simplicity, speed, customization, security and privacy controls

which third-party platforms don’t provide.

These customers typically run many events every month which require
fast, simple and customizable technology.

June 2021 Eventmix Business Plan 10

Clients
Eventmix was launched in Private Beta in September 2020 with a limited
set of features, building the product feature by feature based on our
customers requests.

The product was released in Public Beta in March 2021, with a more broad
set of features that allowed us to take on more customers and more
complex events.

Since our launch our events gathered over 20.000 attendees. We ran
events ranging from 300 to 3400 attendees.

Our growing list of customers

includes companies like Hella,
Romanian Business Leaders, Ileana Penea
CEO & Founder
SuperTeach, Catalyst University, INAS Media Med Publicis
and more. Romania

We have run successful events in “We organize many events for

Europe (Romania, Germany) and the
USA.
One of our biggest customers is
Mediamed Publicis, the largest
events management company in
the Pharma vertical in Romania.
our customers in the medical
field. Eventmix came at the right
time for us. It’s so simple to use
that a junior person in our team
managed a congress with 1600
participants by herself”

June 2021 Eventmix Business Plan 11

Strategic Partnership in Germany

One important breakthrough in terms of business growth opportunity is our

Strategic Partnership with Event Inc from Germany. Event Inc is the largest
events location portfolio for corporates in Germany. They have over 1000
corporate customers requiring their services to find locations for events.

We have signed an MoU (Memorandum of Understanding) with Event Inc

for setting up a strategic partnership in Germany. We have agreed that
Eventmix will become the exclusive virtual & hybrid events platform for
Event Inc in Germany, thus opening the largest economy in Europe to our
platform. Through this partnership, Eventmix will provide the technology
and Event Inc will provide sales, customer support and marketing in
Germany.

We have already implemented the German translation for our events and
started working with the Event Inc team to start running events for their
customers through our platform.

“We analyzed more than 200+ event

platforms but choose to work with
Paul Hermann Eventmix. Their solution is the
CEO & Founder easiest to use and has the feature
Event Inc set we needed in order to run
Germany successful virtual & hybrid events
for our customers. We are very
excited about this partnership”

June 2021 Eventmix Business Plan 12

Go To Market
Our Go to Market plan is focused on 3 acquisition channels aimed towards
our ideal customer:

1. Organic Inbound
Customer Word of Mouth and referrals have generated the majority of our
leads so far. Our product’s ease of use and feature set has convinced
customers to further promote us to their peers.

The type of customers that are coming via these channels are usually
using the product self-service and we have a “low touch” type of
experience with them, meaning that they require minimal customer
support.

2. Outbound

Partner Channel. Our most important go to market channel is by signing

partnership deals with event management agencies which already have a
customer base that needs a virtual events solution, in deals similar to the
Event Inc one detailed above. There are more than 90.000 event agencies
in Europe and US combined, thus the opportunity ahead is immense.

Direct Sales. We will be building a state of the art sales organization to

generate leads via a direct sales channel either from working with
agencies or direct clients. We are already in the process of establishing the
sales teams in the United States and Europe.

June 2021 Eventmix Business Plan 13

3. Marketing

Inbound Demand Generation. Creating our own Events , Webinars and

Content to attract potential leads looking for virtual or hybrid events
solutions.

Paid Acquisition. Using the “traditional” acquisition channels via online

ads, with a special emphasis on Google Ads (intention based ads) and
Linkedin.

Partnerships. We will continue to offer the product for free to partners that
can offer us access to their customer base or have marketing potential.

Public Relations. PR activities that are region specific.

June 2021 Eventmix Business Plan 14

Competitive Landscape
There are many players that entered the market in the past year. Because
of the large size of the market, we established that even in such a
competitive landscape the opportunity is immense because it’s not a “one
player takes all” type of market.
Our competitors are split in a few categories:

I. The Adapters

These are companies that were offering a management solution for events
before the pandemic and that adapted to online events (Bizabo, EventsAir,
On24, Cvent).
Our competitive analysis showed that “The Adapters” focused on not
losing their existing customer base. They introduced “good enough”
technologies to be able to serve their existing clients. It’s hard for them to
innovate in the technology space or have a good user experience because
they don’t have a “digital DNA”. Their focus is split between their existing
business and online. This keeps them from innovating and being able to
compete with Digital-First platforms.
We are different from The Adapters because we are a Digital First
company, a platform with global possibilities and one that doesn’t care
about the status quo. We have a better user experience, a simpler product,
one that doesn’t require many resources and can scale, innovate and
expand faster than existing players.
Their model requires event organizers to schedule a call, to book a demo,
then a lot of onboarding and talks before an event can be implemented.
Their solutions are complicated and cost a lot.
We are simpler planform, easy to customize and implement and a lot
more affordable, without requiring any commitments.

June 2021 Eventmix Business Plan 15

II. The Digital First Competitors

Online events companies built from the ground up during the pandemic
(e.g. Hopin, Airmeet, Welcome).
The Digital First companies were born during the pandemic and focused
on giving customers a fast solution that they can use for virtual events.
They don’t have a background in the “offline world” so they focused on
innovating in the digital space.
Hopin is the largest competitor in the space, one that had an explosive
growth during the pandemic and was quick to reach a valuation of $5.6
billion US in just one year, showing the gigantic potential of this market. T
Eventmix is competing with Digital First event companies.
In this category, from a use case standpoint there are 2 types of
competitors:

1. Venue Platforms (Hopin, Airmeet)

To make a parallel to the offline experience, these platforms are similar to

a Conference Center where you go to host your event. They are used by
“long tail” customers, meaning customers that need a fast solution to get
their event “out there”. These clients don’t put an emphasis on
customization, security or data protection. They don’t have communities or
customer bases that need a more customized approach.
When an organizer hosts an event on such a platform, the attendees that
register to the events become those platform’s users. (i.e. you need a
Hopin account to participate to an event). This means that the relationship
with that event attendee is lost and the platform has access to the data of
the user and they can contact them after the event.
This is an unacceptable use case for coporates, that put an emphasis on
security and data protection.

June 2021 Eventmix Business Plan 16

The second characteristic of these platforms is that they are not
customizable with the organizers’ branding or URL at an affordable price
point for medium sized companies. The costs for customization are so
large that only enterprise customers can afford them.
Eventmix is focusing on customers that need a customizable solution, that
is affordable and that offers data protection and security. With Eventmix,
the organizer has control over their users.

2. White Label Platforms (Hubilo, Welcome, Tame, Events Air, On24)

We are direct competitors with white label solutions. They are typically
focusing on the enterprise market, offering high end customizations,
dedicated support and features that are aimed at large corporates.
They typically don’t offer a low-touch self-service experience. Customers
need to get in touch with their sales team, request a demo, etc. before
launching an event. Their offerings are expensive, complicated and not
affordable for smaller customers.
Eventmix is focusing on the mid-market segment of smaller corporates,
which was left significantly underserved. They can create an account
immediately and start using the product as they like, at a price they can
afford. This gives Eventmix a broader market reach and scalability
potential.

III. The Competitors With Specific Use Cases

These are solutions that are not specific to online events, but focus on a
specific use case (Zoom, Teams, Livestorm, Webinarjam, Remo).
There are many competitor solutions in this category, but they mostly
focus on doing a particular use case well.
Zoom, Teams, Google Meet are good solutions for communication in
smaller groups. These solutions work well if you need to have a discussion
between 2-20 attendees but present challenges when you have hundreds
or thousands of attendees and want more from your event (i.e. tickets &
registration, networking sessions, sponsor expo, event landing page, etc.)

June 2021 Eventmix Business Plan 17

Products like Livestorm, Webinarjam or Remo cover the webinars use case
or networking use case well and are solutions for events with wth a
maximum capacity of a few hundred attendees. They usually don’t offer
solutions for events with thousands of attendees and don’t focus on all
aspects of the event like ticketing, networking area, sponsor expo, etc.
All of these competitors offer good enough solutions for their particular use
cases, but from our experience they don’t have enough features to cover
all the aspects that a successful event needs. They are also not adapted to
a Hybrids event world.

Whitelabel / Mid Market /

Easy to use / Self Service /
Secure / Feature rich /
Simple pricing model

Crowded space (copycats)

/ No whitelabel / Long-tail
market / Organizers don’t
own the data

No whitelabel / Limited use

cases / Expensive /
Complicated flow / Bad UX

Whitelabel / High-end
Market / Overwhelming /
Complicated
implementation / Expensive

June 2021 Eventmix Business Plan 18

Vision
Virtual events are here to stay

We are not going back to a fully offline world. Virtual & Hybrid events will
represent the majority of the events in the future.

The changes in customer behavior and adoption of virtual solutions has

changed the entire market forever.
From the events participant standpoint, even though many event
participants feel that they’d want to go back to normal, in truth, less of
them will be willing to travel to certain events unless really necessary.
Virtual offers convenience and speed.
Because of this adoption and change in mindset, companies will also be
more reluctant to lavishly spend 10-15x the budget needed for an offline
event in comparison with a virtual one.
At the same time, many organizers have found a new revenue stream in
virtual events, one that didn’t exist before the pandemic, with lower
implementation and management costs.
Thus, because of consumer behavior has change and virtual events bring
reduced costs and more revenue, we believe that virtual events are here to
stay.

Our vision for the future is to start from virtual events and expand into
hybrid & offline events, covering all the use cases needed by organizers
to run their events, building everything with a “digital first” mindset.

June 2021 Eventmix Business Plan 19

Leadership Team

Sergiu Biriș Andrei Dunca

Co-founder & CEO Co-founder & Strategic Advisor

Sergiu is based in Cluj-Napoca, Andrei is based in San Francisco,

Romania. He has previously co- USA. He was co-founder and
founded and led other CTO for LiveRail, an ad tech
successful startups as CEO. company, which was acquired
by Facebook for ~$500M.
He is most well known for being
the CEO of Trilulilu, a website After the exit Andrei joined
that become the no.1 website in Facebook as Engineering
Romania in 2011 and Zonga, the Manager for almost 3 years.
first Romanian subscription
music service. Andrei is not involved in day to
day operations for Eventmix but
He previously co-founded advises on overall product
LiveRail, together with Andrei strategy and expansion in the
Dunca, a company which was US.
acquired by Facebook in 2014.

June 2021 Eventmix Business Plan 20

Investors
Our current list of investors includes:

Gap Minder – Early stage Romanian VC fund

The Family – Eventmix is an alumni of The Family Acceleration Program
RebelDot – Romanian software company
Alexis Bonte - COO, Stillfront Group
Voicu Oprean – Founder & CEO, Arobs Transilvania Software
Liviu Stoleru – CEO, Cemacon S.A.

June 2021 Eventmix Business Plan 21