Providing vital visibility and analysis for smarter investment decisions

Samuel Belu-John, CEO & FounderAnne Clark, Co-Founder www.seinanalytics.com

ACCOMPLISHMENTS

INVESTOR FRUSTRATIONDifficult to manage and integrate vendors

COMPLICATED SOLUTIONSNo easy way to bring analytics and data together

CHANGING MARKETPush for greater disclosure and transparency

SOLUTION

SEIN ANSWERS CUSTOMER NEEDS

“…bring data and analytics together in a meaningful way to drive effective and controlled investment decisions…– Douglas Long, EVP Business Strategy, Principia Partners

“

COMPETITION

Existing solutions require on-premise Online Application Processing (OLAP) model.

o Dependency on IT o Poor computational capabilities o Require pre-modeling

PRODUCT

o Reduced IT dependency o Strong computational capabilities o No pre-modeling

SEIN is built on a proven, scalable and secure enterprise framework and a virtualized datacenter

MARKET SEGMENTS

SEIN provides a single solution to the entire ecosystem

MARKET SIZE

BUSINESS MODEL

GO-TO MARKETo 2 confirmed beta customers to participate in pilot program

o Expand pilot to include 5 customers

o Hire Head of Sales with existing relationships

o Develop strategic partnership with other finance companies, for example Open Gamma, who have the same customer base

5 YEAR PLAN

YEAR 1o Launch beta, test and sign contracts

with paying customers

o Raise $1.5 million to fund development

YEAR 5o Revenue of $65 million with around 200 customers

o Be considered the “standard” in the industry

o Merge with larger financial software vendor

$78,000

$68,000

$58,000

$48,000

$38,000

$28,000

$18,000

$8,000

(-$2,000)

2013 2014 2015 2016 2017

Revenues

Gross Income

Profit

3–21 customers

21–91 customers

21–158 customers

158–229 customers

All

Fig

ure

s in

Th

ou

san

ds

of

Do

llar

s

ACCOMPLISHMENTS

PRESS

o Jan 2012: SEIN wins Grand Prize at the Google sponsored Gigabit Challenge and wins $100K

o Jan 2012: Profiled on TechCrunch and the San Francisco Chronicle

o Jun 2012: Received our certificate of registration and presented at Innotribe Belfast as a Semi-Finalist

o Nov 2012: Raised $80K+ with McKinsey & Company contracts to fund beta development

o May 2013: Participate in MassChallenge accelerator program in Boston

o Aug 2013: Closed friends and family funding round for $60K

o Sep 2013: David Smilow, founder of E*trade, joins SEIN’s board with 2 confirmed beta customers

o Sep 2013: Fannie & Freddie data added to application, enabling us to cover 50 million mortgages

o Sep 2013: Invited to participate in IBM’s Global Entrepreneur program

o Oct 2013: Presenting at the Canadian Conference Board’s Council of IT Professionals at MIT

MANAGEMENT TEAM

Samuel Belu-John, CEO & Founder

15 years experience as an ABS Portfolio Manger for hedge funds including NewStar Financial, Jefferson National Financial and positions at Barclay’s, Credit Suisse and Moody’s.

Anne Clark, Co-Founder & Head of Product Development

Expert in designing user experiences and applications for a diverse group of clients in the finance and technology industries including Fidelity, Bank of America Merrill Lynch, Samsung and Microsoft.

David Smilow, Advisor

Former MD at Goldman Sachs, Founder of E*Trade and Founder of Jefferson National Insurance.

He will lead our sales efforts once we finalize his role as Chairman of the Board.

Maurice Kherlakian, Zend Technologies Developer

Experienced developer with Zend, the leading PHP

open source framework provider.

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CLOUD APPLICATION DEVELOPMENT

1. DISCOVER PROBLEMo Identify project requirements, systems and people

o Modernize existing middleware by decoupling domain space model to improve agility

o Develop integration strategies to bridge gap between data and analytics to solve customer needs

2. DEFINE SOLUTIONo Friction-free deployment

o No machines or middleware to manage

o High productivity framework

o Cloud portability

3. DEVELOPMENT PROCESSo Choosing a Provider & Operating System

o Virtual Machine Set-up

o Data Warehouse Considerations

o Documentation

o Development Tools

o Source Control

o Workflow

OUR PROCESS

CURRENT: $280/MONTH (AWS) PILOT PROGRAM: $2,000/MONTH (SoftLayer/RightScale)

SEIN is a scalable, event driven platform built on an open architecture

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CHOOSING A PROVIDER

TRUSTCommon principles and connection with a provider

EXPERTISEProficienct technology and an understanding of your business

COMPLIANCEVerify a provider's capabilities with a compliance audit

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CHOOSING A PROVIDER

COST REDUCTIONS / OPTIMIZATION COST REDUCTIONS / OPTIMIZATION COST REDUCTIONS / OPTIMIZATION *

PROVIDERS PRICING PLANS AVERAGE MONTLY PRICE COST OF DATA TRANSFER/GB

Amazon Ec2 Pay-as-you-go, reserved, spot $66.43 $0.12

Rackspace Pay-as-you-go $116.8 $0.12

GoGrid Pay-as-you-go, monthly, semester, year $116.8 $0.12

Microsoft Azure Pay-as-you-go, semester, year $65.7 $0.155

Terremark Pay-as-you-go $138.9 $0.17

AT&T Pay-as-you-go $121.3 $0.1

Google Pay-as-you-go $42.42 $0.12

OpSource Pay-as-you-go, monthly $95.63 $0.15

Softlayer Pay-as-you-go, monthly $182.5 $0.1

HP Pay-as-you-go $87.6 $0.12

* Source TechRepublic.com, Top Cloud PaaS Providers Compared by Thoran Rodrigues* Source TechRepublic.com, Top Cloud PaaS Providers Compared by Thoran Rodrigues

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CHOOSING A PROVIDER

SECURITY FEATURESSECURITY FEATURESSECURITY FEATURESSECURITY FEATURES EASE OF MIGRATIONEASE OF MIGRATION

PROVIDERS CERTIFICATION PROTECTION MONITORING STANDARDS VM UPLOAD

Amazon Ec2 Yes Medium Extensive Proprietary Yes

Rackspace Yes Medium Extensive OpenStack No

GoGrid No Medium Poor Proprietary No

Microsoft Azure Yes Medium Average HyperV Yes

Terremark Yes Medium Poor VMware Yes

AT&T Yes Medium Poor VMware Yes

Google Yes Medium Poor Proprietary No

OpSource Yes Medium Average VMware Yes

Softlayer Yes Medium Extensive OpenStack No

HP No Medium Poor OpenStack No

* Source TechRepublic.com, Top Cloud IaaS Providers Compared by Thoran Rodrigues* Source TechRepublic.com, Top Cloud IaaS Providers Compared by Thoran Rodrigues* Source TechRepublic.com, Top Cloud IaaS Providers Compared by Thoran Rodrigues* Source TechRepublic.com, Top Cloud IaaS Providers Compared by Thoran Rodrigues* Source TechRepublic.com, Top Cloud IaaS Providers Compared by Thoran Rodrigues* Source TechRepublic.com, Top Cloud IaaS Providers Compared by Thoran Rodrigues

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CHOOSING AN OPERATING SYSTEM

Operating systems and middleware that form the basis of PaaS

o Windows is growing at 3.2% while Linux is growing at 12.7% annually

o 76% of enterprises with investment in virtualization use Linux

o Linux has a large and growing community of developers

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VIRTUAL MACHINE SET-UP

Golden Master:o Consistency across cloud infrastructure

o Utilize cloud admin to deploy libraries and packages

o Requires minimal effort from end-user

Custom VM:o User has ability to customize the

VM - Chef or Puppet config tools

GOLDEN MASTER VERSUS CUSTOM VM

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VIRTUAL MACHINE SET-UP

o Migrating to RightScale cloud management

o Utilizing built-in-best practices for boot, operational and shutdown of VM

o Consistency => Efficiency => Quicker Updates => Client Specific Customization

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DATA WAREHOUSE CONSIDERATIONS

CLOUD DATABASE SPECTRUM: From Self-Service to DBaaS

User Responsible For:

o Maintenance

o Backup

o Failover

o Security

o DBMS Install

o Load Balancer

o DBMS Configure

o DBMS Automation

o DBMS Monitoring

User Responsible For:o Defining application needs for

Quality of Service

o Defining budget

DOCUMENTATION

KEEP TRACK OF EVERYTHING

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MEETINGNOTES

DESIGNCHANGES

ARCHITECTUREDECISIONS

BUSINESSLOGIC

OPTIONSo Evernote

o Google Keep

o Within Code Class:

- Dockblocks: business logic description

- Ticket System

- Source control comments

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DEVELOPMENT TOOLS

APPLICATION DEVELOPMENT: See Adam Culp’s full discussion on Clean Application Development at: http://www.slideshare.net/adamculp/clean-application-development-tutorial

SELECTIDE

USEFRAMEWORK

DEBUGGINGTOOLS

o PHPStorm

o Eclipse

o Pycharm

Forcing developers to all use the same OS leads to problems

o Vagrant

o Puppet

o Chef

All in one cloud management.

USE VMMACHINE

o Keeps code light

o Avoid proprietary framework

o Existing frameworks have large developer communities

o Fiddler

o Zend Server

o XHProf

o XDebug

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SOURCE CONTROL

BENEFITS

TRACKCHANGES

KEEPHISTORY

SECURECODE

MULTIPLEDEVELOPERS

OPTIONSo CVS: Grandfather of version control

o GIT: Fast-rising star, has taken open source community by storm

o SVN: Widest adaption - used by Google Code, SourceForge, Apache, Python and Ruby

o Mercurial

o Bazaar

o LibreSource

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WORKFLOW

TO EVOLVE AND ADAPT, REFACTOR

o What’s easy to change in the business model should be easy to change in your architecture

o Integrate open source solutions

o Accenture Survey of 300 large organizations found:

o 50% are fully committed to open source in their business

o 38% expect to migrate mission-critical applications to open source

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QUESTIONS

THANK YOU