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Talentum Capital Markets Day 5th Helsinki of March, 2014 Talentum, investment case 2 # Brands # Improving margins # Top segment customers # Asset light # Loyalty # Low debt # Quality content # Growth # Interaction # New management All figures excluding extraordinary items Strategy in brief - Professional information at the center Print Digital Content Events Who we are today CEO, Director, Magazine Business Sweden Aarne Aktan In Talentum since 2011 Director, Magazine Business Finland Tuomas Hämäläinen In Talentum since 2004 4 General Counsel, Director, Books and Legal Training Lasse Rosengren In Talentum since 2002 CFO Niclas Köhler In Talentum since 2011 Director, Event Business Tapio Teppo In Talentum since 2014 Director, Business Development Santtu Elsinen In Talentum since 2012 1. Roadmap from traditional print house to multimedia company Major drop occurred 2008-2010: Mindset changes: • Advertising sales dropped 36% in Talentum • Recruitment advertising dropped 40% in Talentum 1) We realized that the good times would not come back i.e. recruitment advertising sales as main profit generator • Finnish market decreased 23%, Sweden 31% 3) Focus on the strongest brands leveraging them to create new offerings (Print + Online + Events) 2008 2009 2010 Waited for a recovery that never occurred 5 2011 2) Disposed of non-core assets and created new brand based strategy 2012 2013 2014 2015 2016 Systematic work with the following priorities: • Content sales (emphasis on profit generation) • Product advertising sales (out-bound sales strategy) • Cost savings, productivity and increased cost base variability • Online development (Talentum Summa) Share of net sales 2013 2a. Magazines Finland 35% - Segment basics and value creation Number of readers (1000 readers) EBIT, MEUR Net Sales, MEUR 3.5 3.0 3.0 2.4 2.5 1.0 0.5 30 28 1.6 1.3 26 0.5 25 24 2009 2010 Talouselämä 129 184 2011 2012 Tekniikka&Talous Arvopaperi 72 Tietokone (KMT/12) 27 0.0 6 31 29 2.0 1.5 KMT (2013/2012), TNS PA (2013) 113 98 MPC Other (KMT/PA) 86 2013 Main businesses Sales structure Business value drivers: Talouselämä Major, content: B2B, TEK, SEFE Minor, ads: B2B in general Strong brands in target groups Tekniikka & Talous Major, ads: industrial sector, recruitment Minor, content: TEK Audience is decision-makers Arvopaperi Major, content: B2C Minor, ads: financial sector MPC & Tietokone Major, content: B2C & B2B Mediuutiset (50%) Major, ads: health care sector Tietoviikko Major, ads: ICT Minor content: TTL Fakta Major, content: B2B professionals Quality content for professionals Cross media brands: print, online & events 2b. Reader profile in Finland - Data from Talouselämä and Tekniikka&Talous (KMT2013) Household income level Job position 26% 16% Executive Over 100 000+ €/year 13% Upper official 48% 16% 23% 75 001 - 100 000 €/year 33% 16% Polytechnic 27% 23% 12% 11% 9% 13% 34% 35 001 - 75 000 €/year 5% 5% 36% 7% High school 10% 39% 25% 50% Talouselämä 7 University 6% 27% 0% 52% 19% 3% Entrepreneur Education 0% 25% Tekniikka & Talous 50% Total population 10% 0% 25% 50% 2c. Market overview – Magazines Finland - Content sales development Market definition Potential readers are defined to be professionals: business people, engineers, lawyers, doctors, etc. Main competitors Kauppalehti (KL), Kauppalehti Optio, Taloussanomat, Suomen Kuvalehti, Mikrobitti (MB), IT-viikko, Tekniikan Maailma, Rakennuslehti, Suomen lääkärilehti Change in number of readers (2013 vs. 2012) TE T&T MPC AP TiVi MB KL HS 20 000 15 000 10 000 16 000 5 000 0 6 000 0 -2 000 -5 000 -5 000 -7 000 -12 000 -10 000 -15 000 -21 000 -20 000 -25 000 8 9,5% 0,0% Source: KMT 2013 and KMT S12/K13 -2,7% -5,5% 24,0% -9,6% -3,9% -1,4% 2d. Market overview – Magazines Finland - Online activities Unique browsers, weekly averages Source: TNS Metrix MEUR 140 250 000 114.1 120 102.7 +10,0% 100 80 77.0 121.1 +5,8% 200 000 +25,0% 150 000 60 40 100 000 20 50 000 0 2010 2011 2012 2013 0 Total online advertisement (excl. electronic directories and search engines) amounted to 121 MEUR in Finland in 2013 (+5,8% vs. 2012) TE Tivi 2011 2012 T&T AP 2013 Source: TNS Ad Intelligence Modest development vs. Sweden, where the online increase in 2013 was as high as 18,8% (Sveriges Mediebyråer) 9 During 2013 Talouselama.fi online readers increased by 20% 2e. Market overview – Magazines Finland Advertising sales development Market definition and size Total advertising market in Finland amounts to 1 006 MEUR Main competitors Kauppalehti, Kauppalehti Optio, Taloussanomat, Suomen Kuvalehti, Mikrobitti, IT-viikko, Tekniikan Maailma, Rakennuslehti, Suomen lääkärilehti and Helsingin Sanomat’s recruitment adds Quarterly change in advertising (2012-2013) vs. change in Talentum’s product advertising sales % Source: TNS Ad Intelligence Finland 15.0 11.0 10.0 5.0 1.7 2.0 0.0 -1.4 -5.0 -3.0 -3.0 -5.9 -10.0 -11.0 -15.0 -7.5 -9.0 -11.9 -14.0 2012/Q1 Q2 Q3 -10.0 -11.0 -14.3 -20.0 2011 Q4 -16.2 2013/Q1 -10.5 -15.7 Q2 Q3 Improvement in Talentum’s relative performance since Q4/2012 10 Talentum’s product advertising Q4 Total advertising market Share of net sales 2013 3a. Magazines Sweden 26% - Segment basics and value creation EBIT, MEUR Net Sales, MEUR 3.0 30 2.4 Number of readers (1000 readers) Orvesto Näringsliv (2013) 2.4 24 25 2.0 69 30 1.7 Affärsvärlden 20 1.0 Ny Teknik 15 Lag & Avtal 10 0.0 -1.0 -0.2 -0.4 2009 5 Dagens Media 197 0 2010 2011 2012 2013 Main businesses Sales structure Business value drivers Ny Teknik Sveriges Ingenjörer, Ingenjörsamfundet, Media presence (both print and online) Reader loyalty among engineers Strong market position in engineer recruitment Affärsvärlden Free market circulation, online media Well recognized and appreciated brand Strong journalistic content Lag & Avtal Free market circulation Best-of-class journalistic content in industry Dagens Media Online media, print media Strong online traffic generation capability 11 3b. Reader profile in Sweden - Data from Sifo Orvesto konsument 2013 Personal income level Job position Education 5% Highest level 59% 51% University 15% 2% 28% 19% 41% Executive 33% Second highest 39% 11% Polytechnic 15% 14% 11% 12% 29% Third highest 18% High school 22% 19% 35% 0% 25% 50% NyTeknik (NyT) 12 0% 25% Affärsvärlden (AfV) 50% Total population 26% 0% 25% 50% 3c. Market overview – Magazines Sweden - Content sales development Market definition and size Potential readers (technology & finance) amounts to 1,5 million persons Main competitors Ny Teknik: Dagens Industri, SvD Näringsliv Vardag, Computer Sweden Affärsvärlden: Chef, Privata Affärer, Veckans Affärer, Dagens Industri Development of readership in thousands of persons Paid subscriptions (2013) 450 Ny Teknik: 158 200 (+900) Affärsvärlden: 16 900 (-1400) 400 350 300 292 297 290 263 268 Ny Teknik 250 Affärsvärlden 200 Dagens Industri 150 Computer Sweden 99 100 89 95 2010 2011 80 69 2012 2013 Veckans Affärer 50 0 2009 Good development in Ny Teknik vs. all main competitors in Sweden 13 Source: Orvesto 2013 3d. Market overview – Magazines Sweden - Advertising sales development Market definition and size Total advertising market in Sweden amounts to EUR 3,6 billion (2013e) Main competitors Dagens Industri, Veckans Affärer, AKT, PRA, V-Tid, Personal och ledarskap, Resumé, Automation Annual change in advertising – Professional magazines 0 3.5 Annual change in % -10 -9.2 -15 -20 -25 14 Source: IRM 5.12.2013 -9.2 -8.0 -9.6 -8.0 -8.0 2.5 -7.0 -10.0 -12.1 2.0 1.5 -18.9 1.0 -17.4 -20.1 0.5 0.0 Professional magazines share of total advertising in % (dotted line) 3.0 -5 3e. Market overview – Magazines Sweden - Online advertising development Market definition and size Total online advertising market amounts to EUR 1,0 billion (2013e) Main competitors Dagens Industri, Veckans Affärer, AKT, PRA, V-Tid, Personal och ledarskap, Resumé, Automation Annual change in advertising – Internet 16 35 14.1 14 Annual change in % 12 30 12.6 12.3 9.9 10 8.6 8.5 9.1 15 5.9 6 10 4 5 2 0 0 Q1/2012 15 25 20 8.1 7.5 8 9.7 Source: IRM 5.12.2013 Q2 Q3 Q4 Q1/2013 Q2 Q3 Q4 Q1e/2014 Q2e Q3e Q4e Internet share of total advertising in % (dotted line) 11.9 Share of net 11% sales 2013 11 % 4a. Books and legal training - Segment basics and value creation EBIT, MEUR 1.8 1.6 1.4 1.2 1.0 0.8 0.6 0.4 0.2 0.0 Net Sales, MEUR Number of titles and seminars per annum 10 1.5 8 55 1.0 0.8 6 0.7 0.5 4 Legal content Business books 120 Legal training 35 2 0 2009*) 2010 2011 2012 2013 *) 2009 includes Talentum training Main businesses Sales structure Business books B2B professionals Legal content - Finnish law books - suomenlaki.com - Legal commentaries Lawyers, authorities Legal training Lawyers, authorities, HR and accounting professionals 16 Business value drivers Best authors and current topics Reliable content and credited authors and lecturers 4b. Market overview – Books and Legal training in Finland Market definition and size Total market of printed books is approximately 245 MEUR, relevant market is approx. 12 MEUR Main competitors Edita Publishing and SanomaPro. In digital legal services Edita’s Edilex as well as Finlex (free service) are the main competitors to Talentum’s suomenlaki.com Legal Training is managed together with business and legal books, Talentum’s market share in this sub-segment was approximately 40% in 2013. Main competitors are Lakimiesliiton koulutus, SanomaPro, Edita and Yritysakatemia. Market shares (%) within the “society” sub-segment (legal & business books) Share of main book segments out of total market (MEUR) Sanoma; 16% Non-fiction / other; 63.3 Fiction; 39.6 Edita; 17% Non-fiction / society; 12.0 Talentum 56 % Other 9 % Learning; 85.3 Stable market 17 Source: Suomen Kustannusyhdistys, vuositilasto 2012 Share of net sales 2013 15 % 15% 5. Direct marketing - Segment basics and value creation EBIT, MEUR Net Sales, MEUR 1.6 1.4 1.4 1.2 1.2 1.0 0.8 1.2 Direct marketing offices 14 1.2 12 7 10 Finland 8 0.7 6 0.6 0.4 4 0.2 2 0.0 17 Latvia 9 0 2009 2010 2011 2012 2013 Business structure Business value drivers Almost 200 partners in Finland, Estonia and Latvia Flexibility in adaption to changes in markets and product mix 33 offices in Finland, Estonia and Latvia Workforce availability is key success factor. With wide locations of offices workforce is ensured and also sales campaigns benchmarking and testing are very reliable. B2B and B2C sales B2B and B2C sales mix is optimized to correspond with changes in markets Talentum’s products telesales Significant role in Talentum content sales: magazines, books and legal training in Finland 18 Estonia Share of net sales 2013 6a. Events 17 % 17% - Events segment basics and value creation Number of events and trainings EBIT, MEUR Net Sales, MEUR 0.0 90 60 280 Finland -0.2 Sweden -0.4 15 10 -0.4 Denmark -0.5 -0.6 5 -0.6 -0.8 0 2011 2012 2013 Value creation drivers Main businesses Sales structure Business value drivers Events for decision makers Major revenue stream: Partner sales. Minor revenue stream: Delegate sales Choice of topics and speakers, database quality of defined target group, leveraging strong brands and visibility in media, top-class arrangements Events for experts Major revenue stream Delegate sales. Minor revenue stream: Partner sales Choice of topics and speakers, database quality of defined target group, internal efficiency in event production Tailored events for partners Partner sales Database quality of defined target group, excellency in event organizing Trainings Delegate sales Topics and trainer network, size and quality of database, quality of trainings 19 6b. Market overview – Events Finland, Sweden and Denmark Estimated market size in MEUR 120 100 100 80 70 70 60 Top 5 events by Talentum • • • • • Treasury + Cash (FI, SE, DK, NO) Nordic Back Office (FI, SE, DK, NO) Information Management Summit (FI) Information Security Summit (FI) Bank 2.0 (SE) 40 Main competitors 20 Finland 0 Finland Sweden Denmark • Events: Management Events, Wanha Satama, Suomen Messut • Training: Tieturi, Rastor, AEL, KHT-Media, Ajantieto, Laatukeskus, Yrittäjien koulutuskeskus Sweden • Management Events, Informa, Conductive, Midfield media, Ability Partners, DI conferences, IDG Denmark • Management Events, TF-Group, Mentor Online, Easyfairs, Bonnier, Børsen Ex, IDG 20 Source: Management estimation 6c. Track to profitable growth in Events Reasons behind poor profitability Actions to improve profitability Growth has been created by increasing events and training volume but average revenue per event is at too low level Build further current key events and reduce the overall number of events Segment focus has not been aligned among the different countries except banking Align the key segments and events among the Nordic countries (banking, finance, IT, healthcare) to get strong market position Inadequate financial steering Implement simple and transparent financial steering model Very limited co-operation with other Talentum businesses Cross-selling in partner sales in Finland and Sweden Content co-operation with the relevant editorial staff within Talentum magazines Denmark expansion has been poorly managed that has led to high personnel turnover 21 New country manager in Denmark since 1.1.2014 7. Value drivers in Talentum Opportunities • Strong brands in Finland and in Sweden Challenges • – Loyal readers – As a consequence, Talentum is well positioned to manage the transition from print to digital, supported by the recent successful launch of the Summa online platform – Quality journalism • High value target groups – Talentum reaches the best educated people with highest earnings – Summa brings considerable added value to advertisers (existing & new) • • 22 Reduced dependency on cyclical recruitment advertising Debt-free balance sheet important in a transition phase Share of print still remarkable, but no immediate signs of a crash • Current earnings level modest – The stable circulation sales combined with a small rebound in advertising sales and ongoing restructuring of the Swedish and Events operations expected to result in an earnings recovery in 2014 onwards 8a. Financial priorities of Talentum Growth • • • • Events Direct marketing Talentum Summa Select M&A Margin improvement Cost management • Events – lack of M&A related IFRS items from the acquisition 2014 onwards • Talentum Summa • Magazines Sweden • • • • Capital efficiency • • • • 23 Strong balance sheet Negative working capital Low amount of bad debts Capex level low; 1-1,5 MEUR Magazines Finland Group/HQ Books and legal training Magazines Sweden 8b. Financial performance - Despite material drop in advertising sales Talentum has managed to slightly increase its profit level through cost reduction Net Sales* MEUR 90 80 70 60 50 40 30 20 10 0 83.5 74.1 MEUR 77.2 75.6 66.8 Structural changes 2009 2010 2011 2012 2013 4 3 3 2 2 1 1 0 -1 -1 -2 EBIT-% • • • • • EBIT* excl. one-off items 3.1 2.4 2.4 2011 2012 2013 2,8% 4,0% 2.0 2009 2010 -0.9 -1,3% 2,7% A paradigm shift occurred after the recession in 2008, when the formerly vital recruitment advertising sales almost disappeared In 2009 costs were cut both in Finland and in Sweden. At the end of the year Sverige Bygger/Norge Bygges were acquired. Events was acquired in 2010 Sverige Bygger/Norge Bygges and Talentum HR were sold in 2011 Cost savings program was introduced in 2012 *) Continuing operations (i.e. excluding Sverige Bygger/Norge Bygges), but including Talentum HR 24 2,9% 8c. Sales split 2013 Sales by type, Mag FI Total sales, 26,4 MEUR Sales by segment Total net sales 75,6 MEUR Adv. product 8.3 Content 16.3 DM 11.6 Mag FI 26.4 Adv. recruitm ent; 1.8 Sales by type, Mag SWE Total sales, 19,9 MEUR Events 12.6 Mag SWE 19.9 Books/LT 8.1 Magazine business forms 61% out of total net sales 25 Adv. product 6.1 Adv. recruitm ent 4.4 Content 9.5 8d. Net Sales and EBIT development Net Sales 2013 vs. 2012, Mag Finland EBIT by segment, TOTAL 3,1 MEUR (2,4 MEUR) 1.0 0.5 Mag FI Mag SWE Books/LT Events DM Other 4.0 0.59 3.0 0.0 3.0 -0.15 -0.5 -1.35 -1.0 2.0 1.6 1.7 1.0 1.0 -1.5 Content 1.4 1.2 0.7 Advert. Product Advert. Recr. 0.0 -1.0 -0.2 -0.5 -0.4 -1.2 -2.0 Net Sales 2013 vs. 2012, Mag Sweden -3.0 -2.8 0.0 -4.0 -0.10 -0.5 -1.30 -1.83 -1.0 2013 In 2010 i.e. before the restructuring in Finland, magazines & books/LT generated only 1,4 MEUR EBIT -1.5 -2.0 Content 26 2012 Advert. Product Advert. Recr. 8e. Balance sheet development - 2011 disposals of non-core business units helped strengthen the balance sheet Equity ratio (%) 60% Net Debt 54.1 % 47.7 % 50% 40% 31.4 % 47.7 % 34.4 % 30% 20% 10% 0% 2009 27 2010 2011 2012 2013 14 12 10 8 6 4 2 0 -2 -4 12.2 12.4 1.1 0.5 2012 2013 -1.5 2009 2010 2011 8f. 3-year Enterprise value and EBIT development 120 100 3.1 3.1 3.0 100 80 2.5 2.4 2.2 2.1 72 60 64 1.8 69 2.5 2.2 1.9 60 2.0 1.7 62 40 54 1.5 50 45 46 47 1.0 20 0.5 0 0.0 Q1/11 Q2/11 Q3/11 Q4/11 Q1/12 EV (MEUR) Q2/12 Q3/12 Q4/12 Q1/13 Q2/13 EBIT* rolling 12 months (MEUR) Enterprise value = Market cap at end of period + net debt + non-controlling interest + pension liability * Excluding non-recurring items 28 3.0 2.7 93 3.5 Q3/13 Q4/13 8g. 3-year share price chart compared to peers - 28.2.2011 - 28.2.2014 29 8h. Share trading statistics since 2011 Talentum average daily trading volume (shares) 50 000 40 000 38 294 38 920 30 000 24 682 23 429 20 000 17 356 14 750 10 136 10 000 12 301 9 647 4 623 6 355 Q2/12 Q3/12 8 798 5 806 0 Q1/11 30 Q2/11 Q3/11 Q4/11 Q1/12 Q4/12 Q1/13 Q2/13 Q3/13 Q4/13 Jan-Feb '14 8i. Indicative financial targets on a mid/long-term basis EBIT (%) Magazines: Material increase in Sweden from cost savings and better managed organization, in Finland from increased digital sales 15 % Books/LT: Only modest increase in sales, but higher profit from digital sales/products) 10 % F Direct Marketing: Organic growth expected to remain on a good level and only a small increase in profit is foreseen Magazines FI Events: Material increase in profit generation due to improved financial steering and better Group integration 5% Assumption is that no material drop in macro economy occurs 0% S 0% Magazines SE 5% 10 % 15 % Organic growth p.a. 31 8j. Guidance Talentum estimates that its comparable net sales for 2014 will remain approximately at the same level as in 2013 and that its comparable operating income without nonrecurring items will be higher than in 2013. 32 8k. Ownership - As of February 28th, 2014 Current largest shareholders 1. Alma Media companies 32,1% 2. Accendo Capital (Nordea Bank nominee account) 11,3% 3. Ilmarinen Mutual Pension Insurance Company 9,7% 4. OP-Finland Small Firms Fund 6,1% 5. Oy Herttaässä Ab 6,1% 6. Academic Engineers and Architects in Finland TEK 3,6% 7. Svenska Handelsbanken AB 3,6% 8. Investment Fund Alfred Berg Finland 2,5% 9. Mäkelä Kai 1,8% 10. Evli Mutual Funds 1,7% 33 9a. SUMMA Business Case Summa is a digital service that combines Talentum's magazines, books and online content into one content service. It contains all familiar brands, such as Talouselämä, and comprehensive subject channels with which users can tailor Summa according to their needs. Summa is accessible via computer, tablet or smartphone. 34 9b. Talentum sources of value Content, Brands & Advertising High Value 35 Print Websites SUMMA Events Subscribers, Readers & Event delegates High Value 9c. SUMMA - Business priorities Convert union print subscribers into digital • Typical union subscriptions are heavily discounted, so digital conversion enables significant EBIT improvement due to (almost) nonexistent distribution costs Build user base • Convert existing print customers into digital (typically around ~20 % willingness) • Convert open sites’ users into registered users to build potential subscription base and smart advertising audience Sell digital content Create smart advertising • Promote, cross-sell and upsell content to registered users and existing print subscribers • Package content into new products (e.g. topical channels) and combinations (e.g. third product for free) to create new revenue sources • Enable organizational sales • Target advertising based on behavior (e.g. read articles) and demographic data Fewer contacts with higher per contact prices • New advertising formats (e.g. 1click leads, content sponsorships) and content marketing possibilities (e.g. external content in Summa) Basis: Collect Talentum’s content into one service (Swedish content coming during Q2, legal content in separate service) 36 Long-term value • Distribution channel under Talentum’s control • Strengthens connection between content/brands and readers • Opportunity to create value in production & distribution 9d. SUMMA - Priorities in mid/long-term period Emphasis Summa launched during Q4/2013 User registrations Digital content sales Technical development Smart advertising sales Union conversions 2013 2014 2015 2016 2017 At the beginning of March 2014: • 10 000 registered users (of which) • 5 000 registered union users • Content sales exceed production and distribution (technology) costs 37 9e. SUMMA - Content usage data (3rd of March 2014) Popularity of brands and topic channels Configured channels per user 38 Number of subscribers Number of subscribers Talouselämä ICT Tietoviikko Tekniikka & Talous MPC Arvopaperi Fakta Markkkinointi & Mainonta Tietokone Mediuutiset Investing CIO Management & Working life Metallitekniikka Finance & Politics Gadgets & Software R&D and Education Arvoasunto Media Energy Construction Environment Healthcare Transport Retail & Consumer Industries 1 2 3 4 5 6 7 8 9 > 10 High number of configured channels indicates cross-selling potential, as there are very few customers who order more than two printed products from Talentum. Brand channel (e.g. Talouselämä) Topic channel (i.e. content centered on a single topic, collected from all brand channels) 9f. SUMMA - Content usage data on different platforms (weeks 8-9/2014) Platforms used 100.0 % 100 90.0 % 90 80.0 % 80 70.0 % 70 60.0 % 60 50.0 % 50 40.0 % 40 30.0 % 30 20.0 % 20 10.0 % 10 0.0 % 0 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 Time of day Total volume 39 Desktop Mobile + Tablet 24% 12% Indexed total volume Share of desktop / mobile + tablet usage Mobile / desktop split Desktop 64% Mobile Tablet 9g. SUMMA - Roadmap for 2014 Q1 1 2 Q2 3 4 U • Integration with unions’ membership management systems • Search • Recruitment ads/articles • Full page ads • Support for organizational licenses Q3 5 U 6 U 7 U • New user interface • Swedish content available in Summa • Discussions and article comments • External content channels • Magazine archives • Sponsored subscriptions Q4 8 U 9 U 40 U Major upgrade U Minor upgrade U • Offline support • Automatic user profiling • HTML5 reader for books • 3rd party books Customer database development (CRM) Planned updates 10 11 U 12 U • Data visualization U 9h. SUMMA - Examples of new user interface 41 Talentum Itämerenkatu 23, 00180 Helsinki P.O. Box 920, 00101 Helsinki Email: firstname.lastname@talentum.fi www.talentum.com Upcoming investor events: • 27 March 2014, Annual General Meeting at 2 p.m. in Helsinki • 24 April 2014, Interim Report Q1/2014. Briefing at 11 a.m. Sokos Hotel Vaakuna, Asema-aukio 2, 00100 Helsinki