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1 Level 5, Bathurst Street Sydney NSW 2000 p: w: e: ACN (ASX:DVI) The Manager Company Announcements Australian Securities Exchange Level 5, 20 Bridge Street SYDNEY NSW 2000 By E-Lodgement 3 February 2014 Acquisition of EscapeLounge.com.au and December Quarter Operational Update: Check.In.com.au The Board of Disruptive Investment Group Limited (ASX:DVI) ( DVI or the Company ) is pleased to announce that its wholly owned subsidiary Disruptive Opportunities No.1 Pty Ltd, the owner of the well known online travel accommodation provider Check-in.com.au ( Check-in ) has today signed a binding term sheet to acquire a 50% stake in Escape Lounge Pty Ltd ( Escape Lounge ). Escape Lounge is the owner and operator of EscapeLounge.com.au, and the acquisition also marks the appointment of an outstanding Head of Marketing and Business Development for DVI's travel business unit. Recognising the significant synergies and distribution potential provided by Check-in, the Escape Lounge founders have agreed to accept an all scrip consideration for the 50% stake. The terms of the acquisition also include a 24 month option for DVI to acquire the remaining 50% of Escape Lounge for cash and DVI options (as outlined below). The acquisition is subject to documentation and a number of conditions precedent. EscapeLounge.com.au is a unique and innovative travel website start-up established by entrepreneurs Jessica Byrnes and Jarrod Bryce. It will provide Check-in with a market-leading content marketing platform to deliver a unique value proposition across products, content and social engagement, and further reduces the need to rely on paid search.
2 Investment Highlights Launched September 2013; Rapidly grown database to 50,000+ opt in subscribers; High quality website and domain name (escapelounge.com.au), with a focus on three core areas; "Best Day Ever" celebrity content to drive sales; Special deals & partner offers to broaden the offering; Editorials & reviews to generate traffic and customer engagement; Best Day Ever proprietary functionality is unique and allows users to quickly create custom itineraries and highly specialised content and then easily share these across social media platforms. Participating celebrities include Curtis Stone, Miguel Maestre, Daniel Conn, and Rich Keam; Alliances with Tourism bodies including Tourism Australia, Tourism Tasmania, Tourism South Australia, Destination NSW, Destination NT, Destination QLD & TXA; Partnership with Redspot Sixt for car hire; Partnership with Rockmybaby for babysitting booking services; Tours & activities offerings across Australia; and Unique Australian travel content including reviews, news & destination guide. Transaction Terms Acquisition of initial 50% of the share capital of Escape Lounge Pty Ltd for 2,758,620 ordinary shares in DVI (valued at $80,000 based on last capital raising price of 2.9 cents); DVI granted a 24 month option to acquire the remaining 50% of Escape Lounge for $80,000 cash and the issuance of 4 million unlisted options with a term of 12 months and an exercise price of 3.0 cents. Upon satisfactory achievement of KPIs set by DVI management, a compulsory acquisition of the outstanding shares in Escape Lounge by DVI will occur on the aforementioned terms; 2 DVI nominees to join the board of Escape Lounge; Transaction still subject to due diligence, long form documentation and a number other of conditions precedent; Jessica Byrnes to join DVI s travel business unit as Head of Marketing and Business Development. Jessica has a strong background in marketing, social media and brand strategy consulting and was a co-founder of Sydney based daily deals website EZdeals.com.au before selling the business successfully in 2012; and Jarrod Bryce to join DVI s travel business unit (part time) as Key Account Executive. Jarrod has a background in sales and operations and was co-founder and National Sales Manager of EZdeals.com.au before selling the business successfully in Investment Rationale The Escape Lounge acquisition provides clear synergies with DVI s online travel business, which includes Check-in.com.au and Cheaphotels.com.au. Specifically, this acquisition accelerates some of
3 the growth strategies outlined in DVI s last company update including the development of multiple wholesale channels, affiliate networks, travel deals, member account functionality and customer engagement. DVI is highly focused on differentiating Check-In.com.au within the competitive travel booking marketplace. This process began with the early introduction of a "15% deposit, 100% Guaranteed" hotel booking model and a decision not to charge credit card fees. The Escape Lounge acquisition delivers DVI additional market differentiation by providing unique and compelling content to further reduce reliance on paid search acquisition. It also provides a suite of new customer technology and products that accelerates DVI's stated strategic objectives. Jessica and Jarrod bring a wealth of industry expertise to the DVI group, particularly in relation to travel deals and deal relationships. They will replace exiting legacy members of the Check-In team and so will not result in any material increase to Check-In s cost base. Escape Lounge has member account functionality and customer harnessing tools and is intended to be rebranded as Check-In s Escape Lounge and provide this functionality to Check-In s 380,000 optin customers. The Escape Lounge acquisition will also provide Check-In with access to an additional and growing base of over 50,000 new members who are looking to buy hotel nights, and delivers Check-In the capability to cross-sell tours, activities, car hire and other services to its current and future customers. Escape Lounge s content strategy is industry-leading and has recorded impressive metrics including open rates of up to 50% and click through rates of up to 10% from direct marketing. Some examples of Escape Lounge s content are below:
4 Operational Update Check.In.com.au General Comments As noted previously, the period from November 2013 to March 2014 is one of development and stabilisation for Check-in. The focus has been on recruiting the right staff, locking down and developing key aspects of the technology platform, negotiating the right agreements and looking for strategic partnerships and complementary bolt-on acquisitions (e.g. Escape Lounge). The DVI board are focused on ensuring these elements bring long-term sustainable profitability to Check-in, and we have been pleased with the progress to date. Sales Management continues to focus on achieving operational break-even as quickly as possible within the Check-In business. The website has continued to convert organic / unpaid traffic to bookings, and paid search campaigns were commenced in September There is no doubt that Check-in is also witnessing the extremely competitive paid search dynamics currently taking place across the online travel accommodation industry. Note that there is a seasonal nature in hotel bookings.
5 Cost Focus Check-In's new forecast monthly operating expenditure, excluding abnormal items and external marketing costs, is around $60,000 per month (including the costs associated with Senior Management recruited as a result of the Escape Lounge acquisition). New Partnerships / Relationships and Development The Board of DVI would like to provide an update on new relationships established and cemented over the last quarter and the progress of any related development, particularly in furtherance of our stated growth strategies: Multiple wholesale channels - agreement signed with additional wholesaler and development of API on track for completion during this quarter. This will result in increased commission margins for Check-in post deployment and further reduce operational risk. Affiliate networks agreement signed with one of the largest networks of affiliate partners (over 10 million partnerships) whose clients include Fortune 500 and prominent companies doing business online, such as J.C. Penney, Flowers.com, American Express and Avon Products. Development is on track for completion during this quarter. Travel deals Travel deals have become a core driver of the deals space in Australia and the Escape Lounge transaction is a major step in delivering DVI's strategic objective of providing travels deals to the Check-In customer base. Mobile website scheduled in development pipeline behind new opportunities to deliver rapid revenue and profit growth such as new wholesale channel integration. Likely deployment next quarter. Member account functionality & Customer harnessing Brought forward through acquisition of Escape Lounge. Currently scoping technical integration with Check-In. This will enable the delivery of highly targeted special deals and offers to boost the engagement of the entire customer database.
6 Cash Position The Company ended the December 2013 quarter with $1,781,000 cash in the bank. These funds leave DVI in good stead to capitalise on the potential of its travel assets and look at further acquisitions of assets in the digital space. Focus of Current Quarter 1. Successful integration of the Escape Lounge acquisition into DVI s travel business unit; 2. Completion of current key technical development projects for Check-in; 3. Increase monetisation of existing Check-in customer database; 4. Provide Check-in customers with a unique value proposition through product innovation and user experience; and 5. Evaluate new opportunities (including acquisitions and strategic partnerships) that can further grow the expanded DVI business and platform. For further information, please contact Dr Adir Shiffman on (02) Yours faithfully, Dr Adir Shiffman Chairman Disruptive Investment Group Limited
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