Beruflich Dokumente
Kultur Dokumente
November, 1999
Table of Contents
EXECUTIVE SUMMARY
............................................................................................................ .........
III
THE MARKET
................................................................................................................... ....................
VI
THE COMPANY
................................................................................................................ ......................
X
THE PRODUCTS
........................................................................................................................ ..........
XII
COMPETITION
................................................................................................................. ..................
XV
BUSINESS MODEL
.............................................................................................................. .............
XVII
INVESTMENT OPPORTUNITY
........................................................................................... ............
XIX
APPENDIX A – PRODUCT ARCHITECTURE
...................................................... ..........................
XX
APPENDIX B – FINANCIAL PROFORMA
.................................................................................... .....
21
Fireclick has developed patent pending technology to make the web experience more
rewarding for consumers thereby driving more traffic to destination sites. By increasing
the propensity to view more pages, absorb more ads, and purchase more products, “We estimate
Fireclick helps drive e-commerce revenue.
approximately $362
million in e-commerce
The World Wide Wait revenues could be at
Most Internet users are frustrated with having to spend a significant part of their online risk of being lost each
time waiting for web pages to download. Even as users hunger for more speed and and every month
greater bandwidth, most Internet sites today are increasing the richness of their content,
further exacerbating the problem. Enhancing the quality of the consumer experience is a
because of the impact
critical success factor for all e-commerce sites including e-tailers, portals, content of unacceptable
providers, and community sites. download times.”
A recent report from Zona Research estimates lost e-commerce sales due to frustrated
consumers at $4.35 Billion annually. Specifically, the study showed that shoppers with Jack Staff
slow modems could account for almost $1B by themselves. This lost revenue is Chief Economist
recognized and measured by e-commerce retailers in the conversion ratios (aka “looker Zona Research
to booker”) and in the number of abandoned shopping carts due to perceived lack of Ju l y, 1 9 9 9
response from the web site.
Fireclick’s Blueflame server is used to accelerate the performance of any Web site50
regardless of content, but it also represents an additional opportunity for online retailers40
30
20
Fireclick Confidential 10
Wait”
39% “ZeroPage iii
0
Fireclick Accelerated
1 21 41 Performance
61
Page Wait Time (seconds)
– directed merchandising. While the server typically analyzes usage patterns to prime
the user’s browser cache with required page elements, it can also be used as a directed
merchandising engine to prime the consumers browser with explicit items the retailer
selects. For example, a retailer could ensure that the “specials of the week” behind the
blinking icons are always pre-delivered to the consumer’s browser for immediate
viewing if and when selected. In this way, online retailers can take advantage of the
“impulse buy” in much the same way as traditional retailers who place high margin
items near the cash register.
Competition
Several “Internet infrastructure” and “content delivery” players have emerged to address
network bottlenecks on the Internet and offer some performance relief to consumers.
New players like Akamai and Sandpiper (acquired by Digital Island), as well as
established companies like Inktomi and Network Appliances, approach the problem of
Internet performance from the network backbone. By caching frequently accessed
content at distributed points around the Internet, the vendors help save bandwidth costs
for ISPs and e-commerce sites, but end-user performance is only slightly improved.
Additionally, there is a small group of vendors providing so-called “web accelerators.”
These are generally applications designed for the end-user client and require some
action on the part of the consumer (e.g., install software). These companies have met
with limited success. Fireclick is unique in its focus on the “last mile,” the slowest part
of the connection to the consumer, and its complete transparency on the client-side
through a purely server-side software approach
Management Team
This founding team has added senior management talent to bring Fireclick to the next
stage. Ram Srinivasan, President & CEO, adds 20 years of management experience in
engineering and marketing functions at technology companies including Sun
Microsystems, H-P, Informix, and Red Brick Systems. Ram was most recently VP
Marketing for RightPoint Software (acquired by E.piphany). Dennis Tabuena, VP
Development, brings over 18 years of experience in all aspects of development at
software companies such as Metaphor, General Magic, & Digital Fabrics, and was most
recently VP Product Development for Austin-Hayne. Steve O’Brien, VP Marketing and
Business Development brings 15 years of experience in product marketing, branding,
and business development from Sun Microsystems, Digital Equipment, & Red Brick,
and was most recently VP Marketing for Personic Software.
coming online (25% CAGR) [Source: NUA Internet Surveys, 9/99], the total available
market for Fireclick in just the largest, high-traffic sites is significant.
$1
in worldwide e-commerce
revenue generated last year,
Year
1999
Available Market
$227 M
$.93
was invested in e-commerce
2000 $425 M infrastructure.
2001 $750 M
2002 $1.3 B
Source: IDC, The Industry Standard
Fireclick’s focus and market size is established by determining the largest market
segment with the most to gain from using Fireclick products:
Robert A. Gunst
Former CEO
the good guys!
Overview
Fireclick was founded in February, 1999 by three graduate students at Stanford
University who saw that the Web was not living up to its potential. Xavier Casanova,
Stephane Kasriel, and J.P. Crametz formed Fireclick (known then as eRacer) while
doing research and studying full-time for advanced degrees at the Engineering school at
Stanford. Working in their spare time they were able to produce a working prototype
and raise the first round of funding from a group of angel investors and Atlas Ventures.
In May they brought in Ram Srinivasan, a Silicon Valley veteran, as CEO to run the
company. Ram quickly recruited the other members of the management team. In June
1999 the company became Fireclick and moved into its current headquarters at 289 S.
San Antonio Rd., Los Altos, CA 94022.
All original founders still hold key roles in the company.
Management Team
Ram Srinivasan, 43, President & CEO, adds 20 years of management experience in
engineering and marketing functions at technology companies including Sun
Microsystems, H-P, Informix, and Red Brick Systems. Ram was most recently VP
Marketing for RightPoint Software (acquired by E.piphany). Prior to RightPoint, Ram
led Red Brick Systems through the company launch, several product launches and an
IPO as the Director of Product Marketing. His sales and engineering positions at
Informix, Sun, and HP provide a broad set of experiences from which to draw upon.
Ram holds a BS in Chemical Engineering, a postgraduate Diploma in Management and
an M.S in Chemical Engineering & Real-Time Computing from the University of
California at Santa Barbara.
Dennis Tabuena, 41, VP Development, brings over 18 years of experience in all aspects
of development at software companies such as Metaphor, General Magic, & Digital
Fireclick has developed server-based software to accelerate web access for end users.
From the user’s point of view, connections to the Internet are not optimized and are in
fact fairly inefficient. While the end user is reading a web page, the modem connection
sits idle. When a link is clicked, the browser takes anywhere from 4 to 45 seconds to
display a page, while the user sits waiting idly for the page elements to download. (See
figure below)
B A N D W ID T H BU SY ID L E BU SY ID L E
On the server side, web servers are sized to accommodate the projected peaks of traffic.
However, since peaks typically occur only 5-10% of the time, the full capacity of the
network is not used most of the time.
If there were a way to leverage unused network resources that have already been paid for
to alleviate frustration of the end user, e-commerce companies would clearly benefit.
Fireclick’s Blueflame does just that – reduces latency by leveraging existing resources.
Fireclick Blueflame™
Blueflame is a server-based solution installed as a proxy server in front of the origin web
host. The Blueflame server is the only element that needs to be installed to enable
acceleration by Fireclick.
The Blueflame server transparently sends a small software component (JavaScript/Java
Applet) to the end user’s browser cache after their first request from the web host is
served. Blueflame then communicates with the Java Applet by sending information
about page elements needed for upcoming requests. The end user does not need to know
about Java, and does not need to install or configure anything to enable acceleration.
B lu e fla m e B lu e fla m e
T ra n s p a re n t s o ftw a re c o m p o n e n t
IN T E R N E T
Once installed near the web server, Blueflame performs real-time analysis of site usage
patterns. By analyzing the page traversal patterns, Blueflame is able to prime the end
user component with information about likely pages or elements that will be requested
later. For example, it is very likely that a user reading e-mail will browse their first
email, then the second on the list, and the third, etc… While the user reads the first
message, Blueflame is priming the second, and so on. A consumer shopping for a book
may call up a list of the top ten bestsellers, and then want more detailed information on
the top 3 authors. Blueflame primes the user’s browser cache with page elements that
will be required to service these upcoming requests, thereby delivering a much faster
response to the actual request. On a shopping site, the GIF image of an item can be
pre-downloaded into the consumer’s browser while she is reading the item description,
thus eliminating the painful wait time typically associated with large images.
Blueflame sends a “hint list” to the end user component whenever a web user browses a
web page. The hints are actually a list of elements (HTML, GIF, JPG, etc…) that are
Blueflame Architecture
Blueflame is an end-to-end content delivery system. Blueflame exploits site-specific
traffic patterns and the inherent user-view time of each Web page to deliver content of
future pages to the browser cache, thus substantially reducing subsequent wait times.
As with all end-to-end systems, Blueflame consists of both server and client software. Consumer Benefits:
The client component is a small Java applet that is completely transparent to the end- •Enhanced QoS experience
user. Server software continuously analyzes traffic patterns and maintains a database of • Efficient use of time
per-page “hints.” The hints of a page represent the most frequently requested content
after that page. The server software then transmits these hints along with each page for • Minimized frustration
use by client software in the user’s browser. Client software serves as a “pump” that
receives hints and primes the browser’s cache with future content.
Server. Blueflame’s server-side software consists of full-time TCP/IP services hosted at
the origin site including:
• a prediction engine that continuously analyzes the traffic patterns and maintains a
prediction database based on popularity metrics of most likely paths
• a data collection component that continuously observes and records traffic patterns
• a content transformation engine that dynamically injects hints into a site’s pages
• a layer-7 flow switch, implemented in software, supporting the HTTP 1.1 and 1.0
protocols, forwarding user requests to the data collection and transformation
engines and well as the origin server(s)
The last three services are packaged as a multithreaded reverse proxy that handles all
public HTTP traffic for the origin site. Logging, installation and other administrative
services are also provided. The prediction engine is factored away from the proxy for
maximum scalability. The Blueflame system has been tested under load to deliver 300
transactions per second at negligible latency on off-the-shelf hardware costing less than
$4000. When used in conjunction with a load balancer, a cluster of Blueflame servers
will provide linear scalability of the service for up to 2400 transactions per second. eCommerce Benefits:
Newer designs of Blueflame are expected to deliver 2000+tps on a single rack- •More pages per visit
mountable network processor.
•More frequent visits
End-user Component. Blueflame’s client software consists of intelligent content in the •Increased conversion rates
form of JavaScript and a Java Applet that the server automatically injects into each page. •Decreased abandoned carts
This software receives and interprets hints, coordinates the transmission and
downloading of advanced content loading it into the browser’s cache. Client software is •Directed merchandizing
automatically “piggybacked” onto each page. To a web site’s users, acceleration is 100%
transparent—no explicit downloads or configuration is required.
Packaging. The entire system is currently packaged as a standard, user-installable,
software package for Sun Solaris and Microsoft Windows/NT. Technical feasibility for
Linux has been proven, providing the potential opportunity for Blueflame to be
packaged as a network appliance.
Product Roadmap
Blueflame Service. The development team has proven architectural feasibility of
deploying the Blueflame functionality as a subscription service. Once launched this
service will allow customers to take advantage of Blueflame acceleration without the
need to provision and maintain dedicated hardware and software systems. Fireclick
will have the ability to turn the service on an off remotely with no software or hardware
installation required.
Longer Term Futures. There are many opportunities for expanding and enhancing
Fireclick products and services.
Development
Fireclick employs “best practices” in the development of its software. Product
requirements are determined through a rigorous MRD (market requirements document)
process driven by real-world customer/prospect demands. Engineers and product
marketing jointly explore the design space for each candidate feature. A list of
alternative implementations is developed, and an approach is selected and documented.
The release team closely tracks implementation progress for each feature to mitigate
technical risks.
To date, nearly all of the implementation is done in the Java and other high-level or
special purpose scripting languages. We chose to implement the core of the product in
100% Java since that provides us with the greatest flexibility in platform selection.
However, our design has isolated the performance-sensitive areas of the code allowing
us to reimplement those functions in a faster, more conventional language, such as C or
C++.
Quality Assurance
Fireclick maintains a state-of-the-art lab, equipped with high-performance network
processors for testing its products under heavy client loads. Our partnerships (Cisco, According to
Sun, Alteon, Foundry) provide us with access to the latest equipment from the most
popular platform and network processor vendors. This allows us to test Blueflame in NetSmart, 85%
near “real world” deployments.
of Internet users
The software underlying each release of the Blueflame server system undergoes
thousands of hours of testing under all supported platforms. Fireclick also tests against are frustrated
up-to-date and legacy versions of the most popular browsers and their derivatives
including Internet Explorer, AOL, Compuserve, and Netscape. by slow web site
download times.
Caching Players
The Internet caching market has been expanding rapidly in the past few years. As stated
earlier, Gartner Group has estimated this market size at $92 million in 1999, growing to
over $1Billion in 2003 (80+% CAGR). The size and growth of this market has attracted
a number of players, including Inktomi, Network Appliance, Cisco, Novell, and
Cacheflow.
Internet caches are devices installed at various points-of-presence (POPs), such as ISPs
and web hosting sites, that store frequently accessed web pages. For example, if an ISP
in Boston deployed an Internet caching device and thousands of users attempt to access
the ESPN site on Sunday evening to get the details of the Patriots game, not all those
requests need to be routed to ESPN’s servers in Seattle. Rather, one request can be
Akamai, Cisco,
Fireclick Digital Island Net Appliance Cacheflow
- Speed Web access for - Speed Web access for - Save bandwidth - Save bandwidth
Value Proposition consumers consumers - Quality of service - Quality of service
- Incremental page - Conserve host
views, traffic, revenue resources (bw/server)
for e-commerce - Flash traffic
protection
Focus – what part “Last mile” Network infrastructure Network infrastructure Enterprise
of the problem? Inside firewall
Basic Technology Click stream analysis; Distribute static Cache frequently Cache frequently
Cache at consumer’s content; cache at accessed pages at the accessed pages for
browser numerous POPs; not POP/ISP the enterprise
including ‘last mile’
Uniquely well-suited Dynamic pages; Large, static content; Frequently accessed Enterprise or
for Interactive sites; Streaming media; static content campus-wide usage
Shopping, content Content sites
Intellectual property
Online Prediction; Network optimizations; Caching software; Content refresh
Transparent client; Private server network; refresh algorithms; algorithms
Server-client Content distribution Appliances
communications algorithms
Value Proposition
Fireclick drives e-commerce success by providing Internet server software that speeds
web access for consumers. What does this really mean?
E-commerce success: Fireclick’s software products make the user experience more
rewarding and therefore drive more traffic to destination sites. By increasing the
propensity to view more pages, absorb more ads, and purchase more products, Fireclick “Slow download times are
drives e-commerce revenue. the bane of the Web.
Internet server software: Server based, no end-user action required. Fireclick’s Many Web sites even
Blueflame™ server software is installed near the web host server and automatically
downloads a tiny 100% Java applet with no user intervention required. Users need not violate the ten-second rule,
even be aware that the site they are viewing is Fireclick enabled, except that the impelling users to give up
browsing experience is greatly enriched.
and leave.”
Speeds web access for consumers: Because user page requests are pre-loaded into the
browser cache, the user perceives download times of near zero. Pages requested are
immediately viewable. By eliminating the frustration of the “world wide wait,” more -Jakob Nielsen, Ph.D.
productive user sessions result and e-commerce sites enjoy longer sessions, more traffic,
and increased customer loyalty. Useit.com
Pricing Model
Fireclick’s proposed pricing model meets four main goals:
1. appeal to e-commerce sites on their own terms and thus be easy to do business with,
2. generate fees proportional to the value delivered and share in customer success,
3. become part of an operating budget, rather than a capital expense, and
4. generate an ongoing revenue & profit annuity for Fireclick.
Accomplishments to Date
Fireclick has used financing proceeds to invest in three main areas:
Market Validation: Both a top-down and bottom-up evaluation show a significant
market opportunity for Fireclick products [see Section I: Market Opportunity]. We
have segmented the market and targeted the most profitable prospective customers.
Product Validation: Early customer enthusiasm shows that the product works in real-
world environments and provides the expected benefits. We have taken the product
from concept/prototype to Beta-level release. “Frustrated online
Intellectual Capital Accrual: To the original team we have added world-class
engineering and management talent. We have filed a patent for our core technology. shoppers cost e-
We have added features and functionality to the original product concept to cope with
real-world challenges and new opportunities. We have achieved the benefits of field- commerce $4.35
testing and customer/prospect feedback.
Billion annually.”
At this point we have achieved enough significant milestones to be convinced that the
technology works and is valuable, the market for it is large and growing, and we have
significant advantages in terms of time-to-market and barriers to entry.
Zona Research
Financing Required July, 1999
Fireclick requires financing at this point to reach the next stage of growth. The next
round of financing will be used for:
Development: We will finish development of the core product and prepare for general
availability of a commercially viable software release in Q1 CY00. We will continue to
evolve the product architecture and release a second-generation offering before the end
of CY00. We will build an infrastructure capable of providing world-class service &
support for all customers. And we will continue to build a high quality development
team in order to produce more intellectual capital and build higher barriers to entry for
potential competitors.
Marketing: We will formally launch the company and our core product in Q1 FY00.
Beyond the initial launch we will invest in awareness marketing programs designed to
keep Fireclick at the forefront of a fast-moving market. In addition, we will invest in
lead-generating marketing programs to support the direct sales force in achieving
corporate revenue goals.
Sales: We will build a direct sales team capable of capturing a large number of
customers and producing rapid revenue growth ($0 to $600k in the first three quarters)
while upholding our company value of “service to the customer.” In addition to meeting
revenue objectives, the sales team’s goal will be to produce predictable results,
generating many new accounts rather than a few large deals. The goal for CY00 will be
to have many happy, referenceable customers to help us win even more new business in
the future.
Detailed budgets and headcount plans are available in each of these key areas.
HTTP
HTTP
Requests
Requests
Data NON-
Internet Flow Switch HTML
Acquisition Traffic
HTTP
Responses Proxy HTTP
HTML Traffic
Responses
Origin
Service
HTTP Site
Requests
Traffic
Statistics Content HTML
Transformer Traffic
HTTP
Responses
Prediction Hint
Engine Database
Origin
Graph
Edits Server
FY’00E
Revenue $633,150
Attached.
Confidential Page 21