60-second start-up: Performance Horizon Group

0-5 seconds: Sum your business up in a sentence

Performance Horizon Group is a leading provider of performance marketing technology; our ExactView product provides brands with the ability to track, manage and optimise conversions driven from affiliate and lead generation partners across multiple digital channels in real-time, to deliver more sales.

5-10 seconds: What's the business model?

Brands and agencies use ExactView technology to manage their affiliates that removes the need for them to employ an affiliate network.  At the click of a button, affiliate managers can receive up to the minute data on how their affiliates are performing; giving them the ability to optimise activity in real time and ensuring high-performing partners are effectively remunerated.

10-15 seconds: Who are your competitors?

Although there are some other brands working in the affiliate network management space, the functionality of their services aren't really comparable to ExactView, so we are offering a unique package.

15-20 seconds: What's your USP?

PHG customers can enjoy real-time data on their affiliate programmes in addition to an impressive portfolio of functionality extras, including financing or invoicing support and reporting.

20-25 seconds: How have you funded it so far?

Funding comprises a mix of personal investment and VC funding from DN Capital.

25-30 seconds: What were you doing before?

Before starting Performance Horizon Group my co-founder Paul Fellows and I established Buy.at, the leading global affiliate network, which we sold to AOL for $125million in 2008.

30-35 seconds: Where did the idea come from?

Having worked in the affiliate sector for a considerable period, we felt there was a gap in the market for a technology which allowed brands and agencies to take control of their affiliate activity and meant they could, in real-time, manage, track and optimise brands' affiliate partners - so we created ExactView.

35-40 seconds: What's the smartest thing you've done so far?

We invested time and resources in building our entire offering on top of our proprietary API. Whilst it took us longer to bring to market, we feel it gives us an advantage as it's the first performance marketing platform that is completely accessible by API.

40-45 seconds: What's the stupidest?

I think like most start-ups we were guilty of trying to run before we could walk and did too many things at the outset. We learnt quickly though, and are now fully focussed on our core proposition.

45-50 seconds: If your business was a biscuit, what would it be?

It would be a luxurious handmade biscuit as our clients enjoy a top-end, bespoke service from us.

50-55 seconds: Which idea are you a bit jealous of?

Anything that takes something complex and makes it simple, so ideas like Twitter and the iPod are very enviable.

55-60 seconds: Where are you going to be in 12 months' time?

ExactView has already been extremely well received by a number of large digital agencies and brands and we are experiencing success in Europe and the USA, as well as here in the UK.  As both PHG and ExactView still have a relatively small profile here, we expect, over the next 12 months, to significantly expand the brand presence and our market share globally.

To find out more about Performance Horizon Group click here

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