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MongoDB (MDB) is a database software company which is benefiting from the growth in unstructured data and leading the growth in non-relational databases. Despite MongoDB's recent rise in share price, its current valuation is modest given its strong position in a large and attractive market.

There has been an explosion in the growth of data in recent years with this growth being dominated by unstructured data. Unstructured data is currently growing at a rate of 26.8% annually compared to structured data which is growing at rate of 19.6% annually.

Figure 1: Growth in Data

(source: m-files)

Unstructured data refers to any data which despite possibly having internal structure is not structured via pre-defined data models or schema. Unstructured data includes formats like audio, video and social media postings and is often stored in non-relational database like NoSQL. Structured data is suitable for storage in a traditional database (rows and columns) and is normally stored in relational databases.

Mature analytics tools exist for structured data, but analytics tools for mining unstructured data are nascent. Improved data analytics tools for unstructured data will help to increase the value of this data and encourage companies to ensure they are collecting and storing as much of it as possible. Unstructured data analytics tools are designed to analyze information that doesn't have a pre-defined model and include tools like natural language processing.

Table 1: Structured Data Versus Unstructured Data

(source: Adapted by author from igneous)

Unstructured data is typically stored in NoSQL databases which can take a variety of forms, including:

Unstructured data can also be stored in multimodel databases which incorporate multiple database structures in the one package.

Figure 2: Multimodel Database

(source: Created by author)

Some of the potential advantages of NoSQL databases include:

Common use-cases for NoSQL databases include web-scale, IoT, mobile applications, DevOps, social networking, shopping carts and recommendation engines.

Relational databases have historically dominated the database market, but they were not built to handle the volume, variety and velocity of data being generated today nor were they built to take advantage of the commodity storage and processing power available today. Common applications of relational databases include ERP, CRM and ecommerce. Relational databases are tabular, highly dependent on pre-defined data definitions and usually scale vertically (a single server has to host the entire database to ensure acceptable performance). As a result, relational databases can be expensive, difficult to scale and have a relatively small number of failure points. The solution to support rapidly growing applications is to scale horizontally, by adding servers instead of concentrating more capacity in a single server. Organizations are now turning to scale-out architectures using open software technologies, commodity servers and cloud computing instead of large monolithic servers and storage infrastructure.

Figure 3: Data Structure and Database Type

(source: Created by author)

According to IDC, the worldwide database software market, which it refers to as structured data management software, was $44.6 billion in 2016 and is expected to grow to $61.3 billion in 2020, representing an 8% compound annual growth rate. Despite the rapid growth in unstructured data and the increasing importance of non-relational databases, IDC forecasts that relational databases will still account for 80% of the total operational database market in 2022.

Database management systems (DBMS) cloud services were 23.3% of the DBMS market in 2018, excluding DBMS licenses hosted in the cloud. In 2017 cloud DBMS accounted for 68% of the DBMS market growth with Amazon Web Services (AMZN) and Microsoft (MSFT) accounting for 75% of the growth.

MongoDB provides document databases using open source software and is one of the leading providers of NoSQL databases to address the requirements of unstructured data. MongoDB's software was downloaded 30 million times between 2009 and 2017 with 10 million downloads in 2017 and is frequently used for mobile apps, content management, real-time analytics and applications involving the Internet of Things, but can be a good choice for any application where there is no clear schema definition.

Figure 4: MongoDB downloads

(source: MongoDB)

MongoDB has a number of offerings, including:

Figure 5: MongoDB Platform

(source: MongoDB)

Functionality of the software includes:

MongoDB's platform offers high performance, horizontal scalability, flexible data schema and reliability through advanced security features and fault-tolerance. These features are helping to attract users of relational databases with approximately 30% of MongoDB's new business in 2017 resulting from the migration of applications from relational databases.

MongoDB generates revenue through term licenses and hosted as-a-service solutions. Most contracts are 1 year in length invoiced upfront with revenue recognized ratably over the term of the contract although a growing number of customers are entering multiyear subscriptions. Revenue from hosted as-a-service solutions is primarily generated on a usage basis and is billed either in arrears or paid up front. Services revenue is comprised of consulting and training services which generally result in losses and are primarily used to drive customer retention and expansion.

MongoDB's open source business model has allowed the company to scale rapidly and they now have over 16,800 customers, including half of the Global Fortune 100 in 2017. Their open source business model uses the community version as a pipeline for potential future subscribers and relies on customers converting to a paid model once they require premium support and tools.

Figure 6: Prominent MongoDB Customers

(source: Created by author using data from MongoDB)

MongoDB's growth is driven largely by its ability to expand revenue from existing customers. This is shown by the expansion of Annual Recurring Revenue (ARR) overtime, where ARR is defined as the subscription revenue contractually expected from customers over the following 12 months assuming no increases or reductions in their subscriptions. ARR excludes MongoDB Atlas, professional services and other self-service products. The fiscal year 2013 cohort increased their initial ARR from $5.3 million to $22.1 million in fiscal year 2017, representing a multiple of 4.1x.

Figure 7: MongoDB Cohort ARR

(source: MongoDB)

Although MongoDB continues to incur significant operating losses the contribution margin of new customers quickly becomes positive, indicating that as MongoDB's growth rate slows the company will become profitable. Contribution margin is defined as the ARR of subscription commitments from the customer cohort at the end of a period less the associated cost of subscription revenue and estimated allocated sales and marketing expense.

Figure 8: MongoDB 2015 Cohort Contribution Margin

(source: MongoDB)

MongoDB continues to achieve rapid revenue growth driven by an increasing number of customers and increased revenue per customer. Revenue growth has shown little sign of decline which is not surprising given the size of MongoDB's market opportunity. Revenue per customer is modest and MongoDB still has significant potential to expand the number of Global Fortune 100 customers.

Figure 9: MongoDB Revenue

(source: Created by author using data from MongoDB)

Figure 10: MongoDB Customer Numbers

(source: Created by author using data from MongoDB)

MongoDB's revenue growth has been higher than other listed database vendors since 2017 as a result of their expanding customer base and growing revenue per customer. The rise of cloud computing and non-relational databases has a large impact on relational database vendors with DBMS growth now dominated by cloud computing vendors and non-relational database vendors.

Figure 11: Database Vendor Revenue

(source: Created by author using data from company reports)

MongoDB's revenue growth is relatively high for its size when compared to other database vendors, but is likely to begin to decline in coming years.

Figure 12: Database Vendor Revenue Growth

(source: Created by author using data from company reports)

MongoDB's revenue is dominated by subscription revenue and this percentage has been increasing over time. This relatively stable source of income holds MongoDB in good stead for the future, particularly if customers can be converted to longer-term contracts.

Figure 13: MongoDB Subscription Revenue

(source: Created by author using data from MongoDB)

MongoDB generates reasonable gross profit margins for an enterprise software company from its subscription services, although these have begun to decline in recent periods. Likely as the result of the introduction of the entry level Atlas offering in 2016 and possibly also as a result of increasing competition.

Figure 14: MongoDB Gross Profit Margin

(source: Created by author using data from MongoDB)

MongoDB has exhibited a large amount of operating leverage in the past and is now approaching positive operating profitability. This is largely the result of declining sales and marketing and research and development costs relative to revenue. This trend is likely to continue as MongoDB expands, particularly as growth begins to decline and the burden of attracting new customers eases.

Figure 15: MongoDB Operating Profit Margin

(source: Created by author using data from MongoDB)

Figure 16: MongoDB Operating Expenses

(source: Created by author using data from MongoDB)

Although MongoDB's operating profitability is still negative it is in line with other database vendors and should become positive within the next few years. This is supported by the positive contribution margin of MongoDB's customers after their first year.

Figure 17: Database Vendor Operating Profit Margins

(source: Created by author using data from company reports)

MongoDB is yet to achieve consistently positive free cash flows, although appears to be on track as the business scales. This should be expected based on the high margin nature of the business and the low capital requirements. Current negative free cash flow is largely a result of expenditures in support of future growth in the form of sales and marketing and research and development.

Figure 18: MongoDB Free Cash Flow

(source: Created by author using data from MongoDB)

Competitors in the database vendor market can be broken into incumbents, cloud platforms and challengers. Incumbents are the current dominant players in the market, like Oracle (ORCL), who offer relational databases. Cloud platforms are cloud computing vendors like Amazon and Microsoft that also offer database software and services. Challengers are pure play database vendors who offer a range of non-relational database software and services.

Table 2: Database Vendors

(source: Created by author)

Incumbents

Incumbents offer proven technology with large set of features which may be important for mission critical transactional applications. This gives incumbents a strong position, particularly as relational databases are expected to continue to retain the lion's share of the database market in coming years. Incumbent players that lack a strong infrastructure-as-a-service platform though are poorly positioned to capture new applications and likely to be losers in the long run. This trend is evidenced by Teradata's (TDC) struggles since the advent of cloud computing and non-relational databases.

Cloud Platforms

Cloud service providers are able to offer a suite of SaaS solutions in addition to cloud computing, creating a compelling value proposition for customers. In exchange for reducing the number of vendors required and gaining access to applications designed to run together, database customers run the risk of being locked into a cloud vendor and paying significantly more for services which could potentially be inferior.

Challengers

Dedicated database vendors can offer best in breed technology, low costs and multi-cloud portability which helps to prevent cloud vendor lock-in.

The DBMS is typically broken into operational and analytical markets. The operational DBMS market refers to databases that are tied to a live application whereas the analytical market refers to the processing and analyzing of data imported from various sources.

Figure 19: Database Market Competitive Landscape

(source: Created by author)

Gartner assesses MongoDB as a challenger in the operational database systems market due primarily to a lack of completeness of vision. The leaders are generally large companies which offer a broader range of database types in addition to cloud computing services. MongoDB's ability to succeed against these companies will be dependent on them being able to offer best in class services and/or lower cost services.

Read the original:
MongoDB: Riding The Data Wave - Seeking Alpha

Goa has always seemed like the right location for an idyllic book village, like Hay-on-Wye in Wales. Even as book stores and libraries the world over have been struggling to stay open, literary events and spaces in Goa have been flourishing, perhaps due to the large number of writers and authors based in the state.

Over the past year, several new initiatives have been taking books to readers, with pop-up book stores at colleges and events, and online libraries. It can, for instance, be difficult to reach The Dogears Bookshop, Margao, given the lack of good transport, constant road work and unending traffic jams. So founders Leonard Fernandes and Queenie Rodrigues, who used to run an online store earlier, have started hosting pop-up stores through the year.

We go to many schools and colleges and try to take inexpensive books so that students can afford them. Students often pool in their money together to buy one book. Sometimes, they are even for 25-30 each," Fernandes says. Pop-ups are also held at literature festivals like the Goa Arts and Literature Festival or at stores across the state. Dogears also hosts regular talks, movie screenings and author meets to attract readers to the store.

Dogears started as a childrens book store but now has a large selection of popular fiction and non-fiction, used books and books on Goa that you usually cant find online. Sales have been good this festive season," he adds.

Fernandes and Rodrigues also run the Publishing Next conference, an event that addresses the changes in the publishing industry and the issues facing it.

Goas established book ventures, like the Broadway Book Centre in Panaji and Literati at Calangute, are going strong. There are around 149 state-run libraries across various talukas and villages. This does not include book stores, private libraries, college and university libraries, and those run by non-governmental organizations. Panajis Krishnadas Shama Goa State Central Library, for instance, has six floors of books, art and sculpture. Its free to visit and browse but you need a membership to borrow. Its a fascinating space where you can spend hours.

If you cant get to a book store or library, The Booktique may be the solution for you. Started in December 2018, this unique library is run mainly through Instagram and cycle power by college students Emmanuel Souza and Elijah DSouza, who are voracious readers. Buying books online was eating into their budget, so DSouza came up with the idea of an online library. Souza helped stock up on a selection of books. An Instagram account, a catalogue on Google Drive and some WhatsApp publicity fuelled interest across the state.

Interested customers contact the duo via Instagram. They are then sent a link to the catalogue and a form for contact details and titles of interest. The books are then packed in old newspaper. DSouza, an endurance cyclist, uses his cycle to deliver books across north Goa for free.

The Booktique keeps rental charges low ( 20 per book per week) to make reading cheaper and accessible. We have around 130 customers at the moment, with 1,200-plus books across all genres. We have started a childrens section as well that we are building steadily," says DSouza.

On World Book Day, in April 2018, journalist and publisher Frederick Noronha started a community library at his home in Saligo. I have gained from a village library that expat Saligokars (mainly those based in Mumbai) had donated to the Saligo Institute sometime in the 1970s. This is my way of giving back." The Sonarbhat library is based on the Open Source/Free Software" principles which have deeply influenced Noronha. This means we dont charge fees, we dont accept donations of cash (but welcome pre-owned books which can be recycled, especially childrens books)," he says.

The library wasnt meant to be children-focused but thats how it has turned out. My home is next to a school, and the kids discovered the library. We get about 20-40 kids a day. Its such a thrill watching young minds getting hooked on to reading, and growing with every book," he says.

The three booksellers/librarians have all had a positive experience with readers and reports of dwindling readership statistics dont bother them. Its great that our used books section gets a lot of traffic. People also come to us looking for offbeat books and unusual titles that you cant usually find online," says Noronha. Its amazing to see some children transform into avid readers and go through entire collections of books. A few have finished almost all I have for their age. I wish we could convince more people that recycled books can turn into precious pages, and find new readers," he says.

On your next trip to Goa, pack some pre-loved books along with your sunscreen, and send them to one of these book-lovers. What better way to give your books a new lease of life?

View post:
How to be a bookworm in Goa - Livemint

The more things change, the more they stay the same, the saying goes. That couldnt be more true for our review candidate today, Check Points ZoneAlarm Extreme Security. We reviewed this software nearly six years ago, and in that time the Windows interface has not changed.

Sure, some features have disappeared and others have taken their place, but overall its the same program with the same dated interface. Thats set to change, however. A Check Point spokesperson told us the company is planning a major interface and user experience overhaul for 2020.

When you start ZoneAlarm Extreme Security the first thing youll notice is that it looks a little fuzzy. It appears Check Point didnt update its app for high-resolution displays. We tested ZoneAlarm Extreme Security on a laptop with a 1080p display, and found that the menu items and tiles were noticeably lacking in sharpness.

The primary dashboard for ZoneAlarm Extreme Security.

The basic dashboard for Extreme Security has three tiles: Antivirus & Firewall, Web & Privacy, and Mobility & Data. There are also four menu items in the upper-left corner: Scan, Update, Tools, and Help.

Click on one of the tiles, and you end up on a secondary interface with three tabs that have the same names as the tiles from the previous screenmaking the first screen superfluous.

This secondary screen is where you have all the controls for your antivirus. You can start a manual scan, or turn on and off features such as Threat Emulation and Application Control. The former is a cloud-based feature to help prevent zero-day attacks, while Application Control prevents untrusted applications from running. In our tests, Application Control was a little too aggressive and wouldnt allow PCMark 10 to run its Extended test. That was a pain but easily solved by setting a higher trust level for all of the FutureMark components.

Easily solved, that is, for anyone who knows their way around Windows PCs. Regular users who need a set-it-and-forget-it solution will find it problematic if they happen to install a program that isnt on Check Points whitelist.

The two-way firewall allows for rule setting, permissions for VPN protocols, locking the hosts file, and so on. This section is best left alone for most users.

ZoneAlarms Mobility & Data section.

Then in the Mobility & Data section there is an anti-ransomware module, as well as identity protection. The latter checks a third-party database of recent breaches for your information such as email address, passwords, and so on.

Theres also a real-time monitor that scans for sensitive information trying to leave your PC. For the monitor to work, you need to add your information to a vault including PINs, addresses, bank cards, drivers license, passwords, mothers maiden name, passport number, phone, social security number, and so on. You can also choose to encrypt your vault.

In the settings, you can activate a game mode, set schedules for scans and updates, and view the apps logs.

Extreme Security has a number of key features youd expect in a deluxe security suite, but there are some noticeable gaps. It doesnt have parental controls any longer, for example. Its also missing items you usually find such as a password manager, a free VPN, or cloud storage.

The suite is also lacking PC tune-up tools, though we can hardly fault Check Point for that. We regularly note how these tools are not much of a benefit as they can easily be acquired for free from third parties, or are already built into Windows 10.

In addition to the desktop app, there are also apps for Android and iOS. Oddly, on Android at least, there is an automated VPN to protect your browsing while on open Wi-Fi.

ZoneAlarm Extreme Securitys Antivirus & Firewall controls.

AV-Test gave Check Points ZoneAlarm Pro a 100 percent rating in September and October for its zero-day and malware real-world tests, and its widespread and prevalent malware test. The former used 335 samples and the latter nearly 26,000.

SE Labs gave ZoneAlarm its highest rating, AAA, in the testing houses October-December 2019 report, but it didnt explain whether the suite missed anything. In the July-September SE Labs report, ZoneAlarm was also awarded a AAA rating, but it missed one public threat while stopping everything else, including targeted attacks.

For our in-house performance tests ZoneAlarm did fairly well. The test PCs performance took a hit of 74 points in the PC Mark 10 Extended test. In the file-transfer test it actually performed a little bit faster, by nearly two minutes, with ZoneAlarm running. Those were the only two tests where there was a notable difference.

By our reckoning, with ZoneAlarm installed you may see a bit of a hit with media rich applications, but overall it shouldnt get in your way too much.

ZoneAlarms Web & Privacy options.

ZoneAlarm Extreme Security has a promotional price of $45 for a year, covering five devices. The regular price is marked as $90. If you want to cover 10 devices it will cost $80 for the first year, and then $180 for each year after that.

Thats pretty good pricing for the first subscription period, but its way too high after that, based on the MSRPs CheckPoint displays on its website. Norton Security Premium, for example, is $120 per year for 10 devices at the non-promotional price.

Theres no doubt that ZoneAlarm Extreme Security offers good protection, but when youre looking at a paid product, thats not the only consideration. The desktop app is, I hate to say it, terrible. Its way too outdated, and it doesnt look good on high-resolution screens. That is set to change at some point this year, and were interested to try the new ZoneAlarm when it rolls out.

Extreme Security also has a single safe browsing extension that is only for Chrome. There are no considerations for Firefox or Edge, which isnt very extreme. Yes, there are tons of safe browsing extensions out there, but when youre trying to sell the complete package, it should be, well, complete. Chrome covers a lot of users, but its not what everyone uses.

Pricing is also a concern since its not as competitive after the first year is up.

To sum up, ZoneAlarm Extreme Security is good in terms of protection, but in terms of overall value its not on par with competing suites. That could in change in the coming months once the updated suite is released, but for now were not excited about it.

See the rest here:
ZoneAlarm Extreme Security review: Good protection in need of an overhaul - PCWorld

Mr. Ton-That, 31, grew up a long way from Silicon Valley. In his native Australia, he was raised on tales of his royal ancestors in Vietnam. In 2007, he dropped out of college and moved to San Francisco. The iPhone had just arrived, and his goal was to get in early on what he expected would be a vibrant market for social media apps. But his early ventures never gained real traction.

In 2009, Mr. Ton-That created a site that let people share links to videos with all the contacts in their instant messengers. Mr. Ton-That shut it down after it was branded a phishing scam. In 2015, he spun up Trump Hair, which added Mr. Trumps distinctive coif to people in a photo, and a photo-sharing program. Both fizzled.

Dispirited, Mr. Ton-That moved to New York in 2016. Tall and slender, with long black hair, he considered a modeling career, he said, but after one shoot he returned to trying to figure out the next big thing in tech. He started reading academic papers on artificial intelligence, image recognition and machine learning.

Mr. Schwartz and Mr. Ton-That met in 2016 at a book event at the Manhattan Institute, a conservative think tank. Mr. Schwartz, now 61, had amassed an impressive Rolodex working for Mr. Giuliani in the 1990s and serving as the editorial page editor of The New York Daily News in the early 2000s. The two soon decided to go into the facial recognition business together: Mr. Ton-That would build the app, and Mr. Schwartz would use his contacts to drum up commercial interest.

Police departments have had access to facial recognition tools for almost 20 years, but they have historically been limited to searching government-provided images, such as mug shots and drivers license photos. In recent years, facial recognition algorithms have improved in accuracy, and companies like Amazon offer products that can create a facial recognition program for any database of images.

Mr. Ton-That wanted to go way beyond that. He began in 2016 by recruiting a couple of engineers. One helped design a program that can automatically collect images of peoples faces from across the internet, such as employment sites, news sites, educational sites, and social networks including Facebook, YouTube, Twitter, Instagram and even Venmo. Representatives of those companies said their policies prohibit such scraping, and Twitter said it explicitly banned use of its data for facial recognition.

Original post:
The Secretive Company That Might End Privacy as We Know It - The New York Times

In 2019, the year that third-wave feminism took on new firepower in light of the #MeToo movement and induction of incredible women like Alexandra Ocasio Cortez into the US political system, the most loved influencer on the internet is a woman obsessed with housework.

In case youve been living under a rock, Mrs Hinch, aka Sophia Hinchliffe, is everywhere - shes a viral Instagram sensation who gained hundreds of thousands of followers very quickly by sharing her cleaning tips. Hinchliffe shot into the public eye (gaining one million followers and becoming verified on Instagram in just three months) in the most sudden, extreme way (and whoever you are, thats never an easy thing to handle or adjust to) but shes taken it in her stride and continues to use her influence for good. Sophies content consists of encouraging people to clean away their blues or even just to gather the motivation to complete one small, but effective task that will bring with it that sense of achievement - the sort we all feel from changing our bedsheets or flipping those diffuser stick things in the loo. Even Mumsnet the lions den of hard-to-please women seems to love her, despite her apparent obsession with Zoflora (whatever that is).

Whether youre into cleaning hacks or not, Mrs Hinch is undeniably addictive, so its no surprise the nation has joined the cleaning revolution that will shine your soul as much as your sink. From an agency perspective, her rise to prominence has been immense to watch there really isnt a week that goes by when a client, prospect client or even your mate in the pub doesnt ask about Mrs Hinch. Shes even started a whole new influencer vertical, with cleanfluencers popping up all over the gram such as @mybudgethome and @cleanmama. Its official, the UK is Hinch-ing mad.

So, apart from her second-to-none cleaning hacks what is it that makes Mrs Hinch the most wanted influencer on the internet? What exactly is it that led to her racking up a near three million following on Instagram, with a whopping 6.7% engagement rate? Most influencers with three million followers are traditional celebrities, whove forged their fame through traditions means, like being an actor, musician, footballer or whatever. This is a woman who became a household name by running a tight ship. For comparison's sake, at three million followers you would usually expect the engagement rate of an influencer to be around 0.5%, not a near 7%. If you need the maths, 500k followers usually equates to around 1% ER, 150k at 2% ER and 75k at 4% ER you get the picture. Hinchliffes engagement rate should be dwindling with every new follower, but instead, its rising.

If the attraction of influencers lies in their ability to create a life you envy or aspire to, then Mrs Hinch is the most accessible version of that she is quite possibly the ultimate, yet most relatable, example of an influencer. In many ways, Mrs Hinch is a fairy-tale story; she is a very normal woman who was anonymous two years ago, and now has three million followers and a significantly more comfortable life. Many would say she won lifes lottery, but in actuality, shes just really good at being herself and in turn, an influencer. She is completely authentic, honest and down to earth, she is the Cinderella who actually loved cleaning the house instead of chasing after princes, and loved it so much she decided to teach all her followers how they too can be the best versions of themselves. Instead of just falling into the princess role, she taught herself how to be one and then gave you the instructions of how to do it yourself. See where Im going with this metaphor? Shes a bargain hunting, easy going, beautiful, kind, self-made star, famous for being a really good egg, easy to love, perfect to work with, and makes you feel like you can do better and be better. Shes the underdog that became the nations sweetheart.

The click-through and conversion rate on Mrs Hinch is like nothing we have seen before. Week-on-week, she is consistently the top performing influencer. Since her rise to prominence, she has grabbed fame by the horns and worked with numerous globally known brands, such as Very.co.uk and P&G, gone on to launch her own loungewear line (which sold out in less than an hour with all proceeds going to charity) and released no less than two books called Hinch Yourself Happy, and Mrs Hinch: The Activity Journal which made it onto Amazons bestseller list two months before it was actually released.

Perhaps the most interesting thing about the establishment of Hinchliffes empire, is the invisibility of her face for a while, anyway. On a platform where the algorithm favors beautiful faces, Hinchliffe defied all odds and pretty much everything the industry would advise to grow your following by rising to fame without showing her face, and predominantly posting on Stories, not grid. Stories notoriously give the viewer a more revealing insight into who you are, so Hinchliffe well and truly had her audience hooked on her own very unique brand of content. Again, without banging the drum too loudly, she was authentic from the start and boy has it worked.

While many influencers (and who would blame them, theyve earned the money so why not spend it?) would have bought a huge mansion by now and upgraded to a life their followers could only dream of instead of truly relate to, Mrs Hinch has tried her very best to keep her life as normal as possible. Her home was such a big investment and milestone, that instead of moving house she extended her home just to accommodate her new baby. She still shops in bargain basements, and will most likely continue to because thats what her followers want from her; honesty.

She also understands her audience to the nth degree (something Im sure many influencers would love to be able to claim), as well as understanding the influencer business. The majority of Hinchliffes commercial work operates through brand ambassadorships with (archetypally aligned) key partners on a long term basis.

According to her management team at Gleam Futures, Sophie agreed to do this type of work on the basis that it would maintain integratory and avoid over-saturation things many newly established influencers wouldnt usually have front of mind. Brands know just how much influence she as and therefore how many thousands of items shell be able to sell, and also that the price point of what shes selling is pretty low, so people are likely to take a gamble (although not such a gamble because they do trust her) and buy something just because she recommends it, and is an ambassador for it. Just to prove how influential her recommendations are, one of our homeware clients, who we aligned to work with Mrs Hinch, sold 49 pairs of curtains (the end of the stock) after Mrs Hinchs recommendation and the product became the second-highest viewed page on the entire site that day.

Hinchliffe is the perfect example of an influencer and a role model for us all. Her influence is widespread and addictive, too big to be contained in her own platform even, with Hinchliffes husband whose newly set-up Instagram account (@mrhinchhome, of course) earned him 346K in just 12 weeks. Its no surprise that her fans are an extremely active, love-filled community that shares cleaning tips and appreciation for each others spotless homes; its easy to clean when youve got thousands cheering you on.

Mrs Hinch is knowledgeable, genuinely helpful, unique, authentic, true to herself, approachable and trustworthy. That magic combination is what makes her content such a valuable commodity, and all brands and influencers alike should strive to her level of transparency, honesty and well-thought-through alignment if they too want a slice of the similar success shes earned.

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Why Mrs Hinch is the most loved influencer on the internet - The Drum