November 28 th 2017 Alma Talent: from integration to positive synergies Juha-Petri Loimovuori, Alma Talent
Alma Talent and revenue split in 2016 Mega 10 % Media Sweden 15 % 114 Meur 45 % Revenue 45 % (2016) Leading publisher of financial and professional media in Finland Revenue 30 % (2016) 29% 114 Meur 30 % Advertising 27% Content 44% Business Information Databases and digital information on companies, real-estate and decisionmakers Alma Talent Pro Legal publications and digital services, seminars and trainings, business books Media Sweden Revenue 15 % (2016) Publisher of high-quality professional media in Sweden Mega Objektvision Revenue 10 % (2016) B-to-b telemarketing operator in Finland Operates in Finland, Estonia and Latvia Online marketplace of office space and commercial premises in Sweden and Finland
Alma Talent and revenue split in 2016 Mega 10 % Media Sweden 15 % 29% 114 Meur 114 Meur 30 % Advertising 27% Content 44% 45 % Personnel: 853 Revenue: Business 114 million Information (2016) EBIT: 12.4 million (2016) Databases Media contents, and digital books, information online on companies, real-estate services, and events decisionmakers. Business and training. Information The service also includes a number of other information types from more than 20 information providers. Revenue 45 % (2016) Leading publisher of financial and professional media in Finland Databases and digital information on companies, real-estate and decisionmakers Revenue 30 % (2016) Alma Talent Pro Kauppalehti Business Information include financial statement information analysis unit Balance Consulting. Legal publications and digital services, seminars and trainings, business books Media Sweden Revenue 15 % (2016) Publisher of high-quality professional media in Sweden Mega Objektvision Revenue 10 % (2016) B-to-b telemarketing operator in Finland Operates in Finland, Estonia and Latvia Online marketplace of office space and commercial premises in Sweden and Finland
Alma Talent and revenue split in 2016 Mega 10 % Media Sweden 15 % 29% 114 Meur 114 Meur 30 % 45 % Advertising 27% Revenue 45 % (2016) Leading publisher of financial and professional media in Finland Personnel: 853 Revenue: Alma 114 Talent million Pro (2016) EBIT: 12.4 million (2016) Legal Media publications contents, and books, digital online services, seminars and trainings, Business Information services, business events books. and training. Publishes more than 100 books as printed, electronic and as part of the Online Bookshelf - per year Databases and digital information on companies, real-estate and decisionmakers Revenue 30 % (2016) Alma Talent Pro Seminars on law, financial administration, taxation and supervisory work as well as trainings for ICT, HR, marketing, sales and customer service professionals. Legal publications and digital services, seminars and trainings, business books Media Sweden Revenue 15 % (2016) Publisher of high-quality professional media in Sweden Mega Objektvision Online marketplace of office space and commercial premises in Sweden and Finland Content 44% Revenue 10 % (2016) B-to-b telemarketing operator in Finland Operates in Finland, Estonia and Latvia
Alma Talent and revenue split in 2016 Mega 10 % Media Sweden 15 % 29% 114 Meur 114 Meur 30 % Advertising 27% Content 44% 45 % Personnel: 853 Revenue: Suoramarkkinointi 114 million (2016) Mega EBIT: 12.4 million (2016) Leading Media Finnish contents, telemarketing books, online professional, a subsidiary services, of events Alma Business and Talent. training. Information An important role in selling Alma Talent s and Alma s products. Revenue 45 % (2016) Leading publisher of financial and professional media in Finland Databases and digital information on companies, real-estate and decisionmakers Operates in Finland, Estonia and Latvia. Revenue 30 % (2016) Alma Talent Pro Legal publications and digital services, seminars and trainings, business books Media Sweden Revenue 15 % (2016) Publisher of high-quality professional media in Sweden Mega Objektvision Revenue 10 % (2016) B-to-b telemarketing operator in Finland Operates in Finland, Estonia and Latvia Online marketplace of office space and commercial premises in Sweden and Finland
Alma Talent DEVELOPMENT AND DISTRIBUTION OF NET SALES, rolling 12-months EBIT DEVELOPMENT, rolling 12-months 120 100 80 60 40 20 Online sales Print sales Other sales Online sales, share of total revenue 23 21 56 54 17 15 10 10 23 25 23 20 36 38 17 19 23 26 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 18 16 14 12 10 8 6 4 2 EBIT EBIT% 11.1 % 10.9 % 12.4 7.8 8.0 6.6 6.7 13.6 % 15.4 16% 14% 12% 10% 8% 6% 4% 2% 0 2012 2013 2014 2015 2016 2017 YTD 0% 0 2012 2013 2014 2015 2016 2017 YTD 0%
Alma Talent core asset: unique target group 2 MILLION INFLUENCERS AUDIENCE IN FINLAND AND SWEDEN Decisionmakers High income households Entrepreneurs SMB Private investors Professionals with higher education..in business..technology and ICT in law medicine..in marketing
From integration to positive synergies Media Finland Information Media Sweden Media Growth from new digital services and business models Use of M&A as a growth accelerator Mega Customer target group Pro Objektvision Rapid digitalization Digital content sales growth Added value to advertising sales by data
Cornerstones of Alma Talent strategy Market leadership as goal for all business areas Content and service one-stop-shop for professionals Finland and Sweden as home market Brand supported service growth
CASE 1: digital content sales
From large reach to conversion and retention REACH ENGAGEMENT INTRODUCTION CONVERSION RETENTION Active audience acquisition. Easy access to content. Building a habit. Enriching the user experience with new content. Committing to content. Newsletter and trialperiod subscriptions. Enhancing the value proposition and intention to subscribe. Fresh, exclusive and personalised content. Value for money.
Alma ecom team to boost cross unit content sales REACH ENGAGE INTRODUCE SALES RETENTION Helps Alma business units to reach the goals in digital subscription sales. From data to insight: helps newsrooms and content sales to be more relevant to readers and encourages to online subscriptions. Sharing best practices: building a mindset of ecommerce.
Kauppalehti: A proven track record in digital content business 7000 6000 B2C Digital subscriptions 600 500 B2B Client base 50% Print to hybrid conversion% 5000 4000 3000 2000 1000 400 300 200 100 40% 30% 20% 10% 0 2014 2015 2016 2017 0 2014 2015 2016 2017 0% 2014 2015 2016 2017 34 % of all Kauppalehti s content sales will be digital this year (current estimate)
Kauppalehti digital B2B solutions Company subscription
Kauppalehti digital only and hybrid subscription model Digital Kauppalehti from 16.58 eur/month Kauppalehti VIP 3 months only from 99 eur Kauppalehti Print 3 months only from 96 eur
Kauppalehti paywall evaluation 5 news per week/ metered paywall This article is for subscribers only
Kauppalehti next step? Adding customer value by enriching news content by wider and deeper digital offering Combining Alma Talent products under one subscription Building a single-sign-on and better cross-selling model News Content Seminars & Training Legal publications and services Business Information
2012 2017 2017 Rollouts during 2018 towards first class online experience. Value for money content. 2020 All digital content in Finland and Sweden under some kind of subscription model.
CASE 2: seminars and trainings
Helping professionals to next level 2017 divide by business model: delegate driven and sponsor driven Delegate driven seminar and training business joined Alma Talent Pro s Legal training unit 500 DELEGATE DRIVEN TRAININGS AND SEMINARS 6500 PARTICIPANTS Agile product development and insight on rising trends High content and marketing synergies inside Alma Talent and competitive advantage via outside company-experts Business has developed very well during 2017 Co-operation with the Association of Finnish Lawyers
Summary POST MERGER INTEGRATION DONE, COST SYNERGIES ACHIEVED UNIQUE AUDIENCE AS TARGET GROUP ENABLES POSITIVE SYNERGIES AND CROSS- SELLING ALMA TALENT SPEEDS UP IT S DIGITAL. MAIN FOCUS NOW ON DIGITAL CONTENT SALES. GROWTH OPPORTUNITIES IN DIGITAL SERVICES.