Pillar Alignment Reference
Prepared for: Sixth Wall Holdings PE Investment Committee Date: December 2025 Classification: Confidential
Executive Summary
This reference provides detailed guidance on the Three Pillars Strategy, including recommended ordering, company-to-pillar mapping, and synergy analysis. The pillar framework organizes acquisitions into complementary capability areas that together form a complete creator economy infrastructure.
Recommended Pillar Ordering
Option A: Brand → Creators → Technology (Recommended)
Rationale:
- Narrative Flow: Starts with brand need (demand side), flows to creators serving brands, ends with technology enabling both
- Market Logic: Brands are the capital source funding the creator economy ecosystem
- PE Appeal: Emphasizes proven revenue (brand spending) before speculative creator revenue
- Risk Profile: Luxury brand relationships (Zuti) are lower-risk than creator volatility
Presentation Sequence:
-
Pillar 1: Brands & Intelligence (Zuti Digital)
- "Brands need access to creators but lack discovery and verification infrastructure"
- Established revenue from luxury clients (Chanel, Gucci, Coach)
- Proven performance marketing results (+245% revenue growth)
-
Pillar 2: Creators (Mirage Digital)
- "Creators need distribution, monetization, and brand partnerships"
- 300+ creator network with 4B+ views
- Content CRM and distribution technology
-
Pillar 3: Technology (Impressive/Skailed)
- "Technology enables both brands and creators to optimize commerce and performance"
- Recurring SaaS revenue ($2K-$6K/month per client)
- Proven product-market fit and case studies
Drawback: Buries the strongest technology story (Skailed) at the end
Option B: Creators → Technology → Brands
Rationale:
- Thesis Alignment: "Creator-first holding company" message reinforced by pillar order
- Growth Story: Fastest-growing segment (creator economy) comes first
- Differentiation: Most competitors are brand/agency-first; creator-first is distinctive
Presentation Sequence:
- Pillar 1: Creators (Mirage)
- Pillar 2: Technology (Skailed)
- Pillar 3: Brands (Zuti)
Drawback: Starts with highest-risk segment (creator economy volatility)
Option C: Technology → Creators → Brands (Alternative)
Rationale:
- Credibility First: Lead with strongest evidence (Skailed's proven SaaS revenue)
- De-Risk Perception: Technology revenue is more predictable than creator/brand services
- Differentiation: "Technology-accelerated holding company" positioning
Presentation Sequence:
- Pillar 1: Technology (Skailed) - "We have proven SaaS revenue now"
- Pillar 2: Creators (Mirage) - "We have creator network and content library"
- Pillar 3: Brands (Zuti) - "We have brand relationships and expertise"
Drawback: May confuse narrative (what's the unifying thesis if technology comes first?)
Recommendation: Option A (Brand → Creators → Technology)
Reasoning for PE Audience:
- Conservative to aggressive risk progression
- Follows the money (brand budgets fund ecosystem)
- Demonstrates market demand before supply
- Proven revenue and relationships first, then technology enablement
Implementation Note: Can still lead the overall pitch with "technology-accelerated holding company" thesis while ordering pillars by market logic rather than internal organization.
Three Pillars Framework
Strategic Overview
┌──────────────────────────────────────────────────────────────────┐
│ CREATOROS VISION │
│ Integrated Operating System for Creator Economy │
└────────────────────┬─────────────────────────────────────────────┘
│
┌───────────────┼───────────────┐
│ │ │
▼ ▼ ▼
┌──────────┐ ┌──────────┐ ┌──────────┐
│ PILLAR 1 │ │ PILLAR 2 │ │ PILLAR 3 │
│ BRANDS │ │ CREATORS │ │TECHNOLOGY│
│ │ │ │ │ │
│ ZUTI │ │ MIRAGE │ │ SKAILED │
└──────────┘ └──────────┘ └──────────┘
Pillar Definitions
Pillar 1: Brands & Intelligence
- Purpose: Brand services, analytics, performance marketing, influencer intelligence
- Primary Company: Zuti Digital
- Revenue Model: Agency retainers, project-based consulting
- Key Assets: SEOHero, Redirect Mapper, luxury brand relationships
Pillar 2: Creators
- Purpose: Creator management, content production, distribution, monetization
- Primary Company: Mirage Digital
- Revenue Model: Creator revenue shares (50/50 splits), platform partnerships
- Key Assets: Content CRM, distribution engine, Pro Tap DRM, 300+ creator network
Pillar 3: Technology
- Purpose: SaaS tools, commerce optimization, automation, recurring revenue products
- Primary Company: Impressive/Skailed
- Revenue Model: SaaS subscriptions ($2K-$6K/month)
- Key Assets: Programmatic SEO, Smart Links, Rocket Indexer, Precision Rank
Company-to-Pillar Mapping
Detailed Alignment Matrix
| Company | Primary Pillar | Secondary Alignment | Tertiary Alignment | Fit Score |
|---|---|---|---|---|
| Zuti Digital | Pillar 1: Brands | Pillar 3: Technology (tools) | Pillar 2: Creators (indirect) | 7/10 |
| Mirage Digital | Pillar 2: Creators | Pillar 3: Technology (CRM, DRM) | Pillar 1: Brands (brand sales) | 9/10 |
| Impressive/Skailed | Pillar 3: Technology | Pillar 1: Brands (commerce) | Pillar 2: Creators (indirect) | 9/10 |
Company Profiles by Pillar
Pillar 1: Brands & Intelligence - Zuti Digital
Primary Capabilities:
- ✅ Performance marketing for luxury brands
- ✅ SEO automation (SEOHero, Redirect Mapper)
- ✅ Analytics infrastructure (GA4, GTM, Looker)
- ✅ Advertising optimization (Google, Meta, TikTok, Pinterest)
Brand Relationships:
- Luxury: Chanel, Gucci, Coach, Gabriela Hearst
- E-commerce: Moda Operandi, Net-A-Porter, Mr. Porter
- Fashion: Stuart Weitzman, Ulla Johnson, Hill House
Performance Track Record:
- +245% YoY revenue growth (3-month average, 26 clients)
- +68% YoY ROAS improvement
- +37% to +63% non-brand traffic growth for SEO clients
Technology Assets:
- SEOHero (proprietary SEO platform)
- Redirect Mapper (technical SEO tool)
- Custom analytics implementations
- Automation workflows (Zapier)
CreatorOS Integration:
- Brand module provides intelligence and partnership tools
- Analytics expertise extends to creator performance tracking
- Luxury relationships create creator partnership opportunities
- Tools can be extended to creator e-commerce (merch, products)
Gap Areas:
- ❌ Creator discovery and matching (need to acquire)
- ❌ Influencer campaign management (partial capability)
- ❌ Social platform analytics (have advertising, not organic)
Pillar 2: Creators - Mirage Digital
Primary Capabilities:
- ✅ Creator network (300+ partners, 99% retention)
- ✅ Content distribution (Snapchat, Samsung TV, Roku, OTT/FAST)
- ✅ Content library (10,000+ hours, 60+ shows)
- ✅ DRM/rights management (Pro Tap subsidiary)
Platform Partnerships:
- Snapchat: Preferred partner, Snap Star program
- Samsung TV: Launching June 2025
- Roku: Launching August 2025
- FAST/OTT: ACTVE, Foundation, Giant, Future Today
- Web Syndication: Taboola
Content Metrics:
- 4 Billion+ total views
- 20M+ subscribers
- 1 Billion+ minutes watched
- 20+ content verticals
- 16-32 average age demographic
Technology Assets:
- Content CRM (in development, Summer 2025 launch)
- Distribution infrastructure (multi-platform syndication)
- Pro Tap DRM (active subsidiary)
- Scheduling and workflow automation
CreatorOS Integration:
- Creator CRM becomes core creator module
- Distribution engine provides content syndication for all portfolio creators
- Pro Tap DRM protects rights across entire portfolio
- Creator network becomes pilot user base for platform development
Gap Areas:
- ❌ Cross-platform analytics (only platform-specific data)
- ❌ Brand discovery/matching (have relationships, not systematic discovery)
- ❌ Community/engagement tools (focus is content distribution)
Pillar 3: Technology - Impressive/Skailed
Primary Capabilities:
- ✅ Programmatic SEO (flagship SaaS product)
- ✅ E-commerce optimization (Smart Links for Shopify)
- ✅ SEO infrastructure (Rocket Indexer, Precision Rank)
- ✅ Recurring SaaS revenue model
SaaS Products:
-
Programmatic SEO ($2K-$6K/month based on SKU count)
- Automated landing page generation
- Long-tail keyword targeting
- ROI tracking via GA4 API
- Real-time client portal
-
Smart Links (Shopify app)
- Automated internal linking
- Cross-selling optimization
- Works with all Shopify versions including Headless
-
Rocket Indexer
- 200 URLs daily submission limit
- 5,000+ URLs monthly capacity
- Google Search Console API integration
-
Precision Rank
- Daily keyword tracking
- Competitor SERP monitoring
- Exportable reports and dashboards
Case Study Performance:
- Zanui: 0 → 6,700 monthly traffic in 8 weeks
- 1,800 landing pages created in 2 months
- 600+ keywords ranking on page #1
- $3,500 monthly traffic value generated
Technology Stack:
- Shopify CMS integration (all versions)
- Google Search Console API
- Google Analytics 4 API
- API-first architecture
- Real-time data processing
CreatorOS Integration:
- Programmatic SEO supports creator e-commerce (merch stores, product lines)
- Client portal architecture becomes template for creator dashboards
- SaaS pricing model extends to other creator tools
- API infrastructure patterns inform platform development
Gap Areas:
- ❌ Platform dependency (heavy Shopify focus, 80% of TAM)
- ❌ Non-commerce creator tools (focus is e-commerce optimization)
- ❌ Social platform integration (have Google/Shopify, not TikTok/Instagram)
Pillar Synergy Analysis
Cross-Pillar Integration Opportunities
Brands ↔ Creators
Current State: Disconnected
- Zuti has luxury brand clients seeking influencer partnerships
- Mirage has 300+ creators seeking brand deals
- No systematic matching or campaign management
Integration Opportunity:
- Use Zuti's brand relationships to source creator partnership opportunities
- Use Mirage's creator network to fulfill brand influencer needs
- Build creator-brand matching platform connecting both sides
Revenue Potential:
- Influencer marketing industry: $24B (2024) → $32B (2027)
- Commission potential: 15-20% of creator fees
- Example: 50 brands × 10 campaigns/year × $25K average = $12.5M GMV → $2.5M revenue
Timeline: Phase 2 integration (Months 6-12)
Technology ↔ Creators
Current State: Minimal overlap
- Skailed's commerce tools support e-commerce brands
- Creators increasingly launching product lines and merch
Integration Opportunity:
- Extend Skailed's programmatic SEO to creator e-commerce sites
- Smart Links for creator online stores
- Commerce analytics for creator product performance
Revenue Potential:
- Creator e-commerce growing 30%+ annually
- 300 Mirage creators × 30% with products × $200/month tools = $18K MRR ($216K ARR)
- Scales with creator acquisition
Timeline: Phase 2 integration (Months 6-12)
Technology ↔ Brands
Current State: Zuti and Skailed both serve e-commerce brands
- Potential overlap in SEO services
- Complementary capabilities (Zuti: luxury/fashion, Skailed: mid-market Shopify)
Integration Opportunity:
- Cross-sell Skailed SaaS tools to Zuti's luxury brand clients
- Leverage Zuti's analytics expertise for Skailed product enhancements
- Joint go-to-market for comprehensive e-commerce optimization
Revenue Potential:
- 26 Zuti clients × 50% Skailed upsell × $3K/month average = $39K MRR ($468K ARR)
- Skailed clients get premium brand consulting from Zuti
Timeline: Phase 1 (immediate) - complementary not competitive
Three-Way Synergies
Creator E-Commerce Ecosystem
Vision: Creators launch product lines supported by full-stack commerce infrastructure
Components:
- Creator Side (Mirage): Audience, content, distribution
- Commerce Side (Skailed): Store optimization, SEO, internal linking
- Brand Side (Zuti): Analytics, advertising, performance marketing
Example Flow:
- Mirage creator with 5M followers launches skincare line
- Skailed programmatic SEO creates landing pages for product variants
- Smart Links optimizes cross-selling across product catalog
- Zuti provides advertising optimization and analytics
- All data flows into unified CreatorOS platform
Revenue Model:
- SaaS subscriptions (Skailed tools)
- Revenue share on creator product sales (10-15%)
- Advertising management fees (Zuti)
Brand-Creator Campaigns
Vision: End-to-end influencer marketing campaigns with technology enablement
Components:
- Discovery (Gap - need to acquire): Match brands with creators
- Campaign Management (Zuti): Brief creation, budget management
- Content Production (Mirage): Creator content development
- Distribution (Mirage): Multi-platform syndication
- Performance (All): Unified analytics and attribution
Example Flow:
- Gucci (Zuti client) wants influencer campaign for new handbag
- Discovery platform identifies 50 fashion creators from Mirage network
- Campaign managed through unified platform
- Content distributed via Mirage channels
- Performance tracked via Zuti analytics + CreatorOS unified dashboard
Revenue Model:
- Campaign management fee (15-20% of media budget)
- Technology platform fee (SaaS subscription)
- Success-based bonuses (performance thresholds)
Unified Creator Business Suite
Vision: CreatorOS as complete operating system for creator businesses
Components:
- Content (Mirage): CRM, distribution, DRM
- Commerce (Skailed): E-commerce tools, SEO optimization
- Analytics (Zuti): Performance tracking, optimization
- Intelligence (Gap): Discovery, benchmarking, insights
- Community (Gap): Fan engagement, membership management
Pricing Model:
- Freemium: Basic tools free for emerging creators
- Pro: $99/month for established creators (10K-100K followers)
- Business: $299/month for professional creators (100K-1M followers)
- Enterprise: $999+/month for celebrity/agency (1M+ followers)
TAM Calculation:
- Addressable creators: 1M (mid-tier to professional)
- Penetration target: 10% (100K customers)
- ARPU: $200/month average
- ARR potential: $240M
Visual Pillar Mapping
Capability Coverage Heatmap
┌─────────────────────┬─────────┬─────────┬─────────┬──────────┐
│ Capability │ Brands │Creators │ Tech │ Combined │
│ │ (Zuti) │(Mirage) │(Skailed)│ Value │
├─────────────────────┼─────────┼─────────┼─────────┼──────────┤
│ Creator Management │ - │ ✅✅ │ - │ ✅ │
│ Content Distribution│ - │ ✅✅ │ - │ ✅ │
│ Rights Management │ - │ ✅✅ │ - │ ✅ │
│ Creator Discovery │ - │ - │ - │ ❌ │
├─────────────────────┼─────────┼─────────┼─────────┼──────────┤
│ Brand Relationships │ ✅✅ │ ⚠️ │ - │ ✅ │
│ Campaign Management │ ⚠️ │ - │ - │ ⚠️ │
│ Influencer Intel │ - │ - │ - │ ❌ │
├─────────────────────┼─────────┼─────────┼─────────┼──────────┤
│ SEO Automation │ ✅ │ - │ ✅✅ │ ✅ │
│ Commerce Tools │ - │ - │ ✅✅ │ ✅ │
│ Performance Analytics│ ✅ │ ⚠️ │ ✅ │ ✅ │
│ Cross-Platform Data │ - │ - │ - │ ❌ │
├─────────────────────┼─────────┼─────────┼─────────┼──────────┤
│ SaaS Products │ - │ - │ ✅✅ │ ✅ │
│ Recurring Revenue │ - │ ✅ │ ✅✅ │ ✅ │
│ Technology IP │ ✅ │ ✅ │ ✅✅ │ ✅ │
└─────────────────────┴─────────┴─────────┴─────────┴──────────┘
Legend:
✅✅ = Primary strength (core capability)
✅ = Secondary capability (exists, not primary)
⚠️ = Partial capability (exists but gaps)
- = Not applicable / not present
❌ = Critical gap (need to build or acquire)
Gap Analysis by Pillar
Pillar 1: Brands (Zuti) - Gaps to Address
Critical Gaps:
-
Creator Discovery Engine
- Current: Manual sourcing, relationship-based
- Need: Systematic creator search, filtering, verification
- Solution: Acquire influencer intelligence platform (CreatorIQ, Grin, etc.)
- Investment: $15-50M
-
Campaign Management Platform
- Current: Ad-hoc tools, spreadsheets
- Need: Workflow management, brief templates, approvals, tracking
- Solution: Build lightweight campaign module OR acquire
- Investment: $500K-2M build, $5-15M acquire
Important Gaps: 3. Influencer Fraud Detection
- Current: Manual verification
- Need: Automated fake follower detection, engagement verification
- Solution: Build with data platform (Phase 3)
- Investment: $300K-500K
Pillar 2: Creators (Mirage) - Gaps to Address
Critical Gaps:
-
Cross-Platform Analytics
- Current: Platform-specific dashboards (Snapchat, YouTube, etc.)
- Need: Unified view of creator performance across all platforms
- Solution: Acquire analytics platform (Social Blade, Tubular Labs)
- Investment: $10-30M
-
Community/Engagement Tools
- Current: No fan engagement infrastructure
- Need: Discord/community management, membership, fan communication
- Solution: Acquire community platform
- Investment: $5-15M
Important Gaps: 3. Content Scheduling
- Current: Platform-specific posting
- Need: Multi-platform scheduling, calendar management, optimization
- Solution: Acquire OR build
- Investment: $5-10M acquire, $1-2M build
Pillar 3: Technology (Skailed) - Gaps to Address
Critical Gaps:
-
Platform Expansion
- Current: Heavy Shopify dependency (80% of TAM)
- Need: WordPress, Magento, custom CMS support
- Solution: Build platform adapters
- Investment: $500K-1M per major platform
-
Social Platform Integration
- Current: Google/Shopify APIs only
- Need: TikTok, Instagram, YouTube, Facebook APIs
- Solution: Build API connectors
- Investment: $300K-500K per platform
Important Gaps: 3. Non-Commerce Creator Tools
- Current: E-commerce focus only
- Need: Content-focused creators without products
- Solution: Build content optimization tools
- Investment: $1-2M
Strategic Recommendations
Acquisition Sequencing by Pillar
Year 1 Priorities (Fill Critical Gaps):
-
Q1-Q2: Influencer Intelligence (Pillar 1 gap)
- Target: CreatorIQ, Grin, Upfluence
- Budget: $15-50M
- Impact: Enables brand-creator matching, unlocks brand revenue
-
Q3-Q4: Cross-Platform Analytics (Pillar 2 gap)
- Target: Social Blade, Tubular Labs
- Budget: $10-30M
- Impact: Unified creator dashboards, competitive intelligence
Year 2 Priorities (Important Gaps):
-
Q1-Q2: Community Platform (Pillar 2 gap)
- Target: Discord alternatives, community tools
- Budget: $5-15M
- Impact: Fan engagement layer, recurring revenue opportunity
-
Q3: Content Scheduling (Pillar 2 gap)
- Target: Multi-platform publishing tools
- Budget: $5-10M
- Impact: Creator workflow efficiency, platform differentiation
Year 3: Opportunistic Additions
- Link-in-bio tools ($2-5M)
- AI content tools ($5-10M)
- Creator marketplace ($5-15M)
Pillar Balance Over Time
Current State (Post-Mirage/Skailed/Zuti):
- Pillar 1 (Brands): 30% capability coverage
- Pillar 2 (Creators): 60% capability coverage
- Pillar 3 (Technology): 70% capability coverage
Year 1 Target (After Critical Gap Acquisitions):
- Pillar 1: 70% (add influencer intelligence)
- Pillar 2: 85% (add cross-platform analytics)
- Pillar 3: 80% (platform expansion)
Year 3 Target (Complete CreatorOS):
- Pillar 1: 90%+
- Pillar 2: 95%+
- Pillar 3: 95%+
- All pillars integrated into unified platform
Conclusion
The Three Pillars Strategy provides a clear framework for organizing acquisitions into complementary capability areas. The recommended pillar ordering (Brand → Creators → Technology) follows market logic and de-risks the PE narrative by leading with established relationships and revenue.
Key Takeaways:
- Complementary Not Overlapping: Each company strengthens different pillar with minimal overlap
- Synergies Are Real: Cross-pillar integration creates new revenue opportunities (brand-creator campaigns, creator e-commerce)
- Gaps Are Identified: Critical gaps (discovery, analytics) have clear acquisition roadmap
- Balanced Portfolio: By Year 3, all three pillars achieve 90%+ capability coverage
- CreatorOS Vision: Integrated platform leverages all three pillars simultaneously
Recommended Pillar Communication:
- For PE: "Brand → Creators → Technology" (conservative to aggressive risk)
- For Customers: "Technology-enabled creator-brand ecosystem"
- For Employees: "Building the operating system for the creator economy"
Classification: Confidential Date: December 2025 Version: 1.0