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					Product Plan – Subject to NDA




            Marketing Builder
                                  Product Plan




                                Preliminary Draft

                                  March 20, 2007



                                         Prepared By
                                  Burke Franklin
                                        Founder / CEO




                                JIAN TOOLS FOR SALES, INC.




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Product Plan – Subject to NDA




                                                               Contents
Product Overview ........................................................................................................................... 3
Market Analysis .............................................................................................................................. 5
Content ............................................................................................................................................ 6
Marketing ........................................................................................................................................ 7
Promotional Copy .......................................................................................................................... 8
Advertising & Promotion Opportunities ...................................................................................... 9
Competition .................................................................................................................................. 10
Strengths, Weaknesses, Opportunities & Threats ................................................................... 11
Product Development .................................................................................................................. 13
Product Function & Design ......................................................................................................... 14
Implementation Requirements .................................................................................................... 15
System Requirements.................................................................................................................. 17
Reference Guide ........................................................................................................................... 18
Development Schedule ................................................................................................................ 19
Development Team ...................................................................................................................... 21
Content Providers ........................................................................................................................ 23
Appendices ................................................................................................................................... 25




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                              Product Overview
Marketing Builder is an application that enables a JIAN software user to quickly and easily complete a
comprehensive marketing plan and complete specific marketing projects in a easy and direct manner. The user
will be enabled to select, build, and manage the tools and templates customized to their specific project needs.
Marketing Builder is a software product that provides business people self-assisted coaching and the tools for
quickly creating an operationally oriented marketing plan that is easy to follow and understand, including:
    Hands-on tools needed by Marketing Managers… everything needed to get marketing activities
     completed and results measured,
    Creates a structured and organized marketing plan,
    Customizable to meet marketing needs,
    Enables the user to segment their product market and analyze the demographic and psychographic
     tendencies of the target customer,
    Manage daily activities and operational tasks on an enterprise level,
    Manage sales and marketing department personnel.
    Included Paper Direct templates to create many of the marketing materials needed in daily operation
     of an active marketing effort.


This product is to be targeted to a larger more sophisticated business market place rather than the novice and
real small business people using BizPlanBuilder. We are laying ground work here for a site licensing product.
This product contains many tools needed to assist and define the positioning of both a product and the
company relative to competition. The resulting documents solidify and map a company’s marketing efforts.


Marketing Goals
    Create greater revenue and expand presence in the retail channel.
    Reestablish JIAN as the software developer of leading-edge business products
    Enable JIAN to increase recapture market share and dominate the marketing software market
    Provide the user with powerful, easy-to-use automation technology combined with high-quality content
    Enable users to more quickly and easily complete their projects and succeed in their business

The measurable results of Marketing Builder are:
    An increase in the marketing planning software products market share of 10% within 3 months
    An increase in sales of 10% within 3 months of release of Marketing Builder
    A favorable review that picks Marketing Builder as the best financial planning software ever, within 6
     months of release.


Customers
Generally, the JIAN customer is a small business owner, management team, department head who is interested
in expanding their business. These individuals are high-powered folks responsible for the growth and success
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of their organizations.
    Up to 100 employees (otherwise they can afford a consultant)



Secondary JIAN target markets include consultants who service the above small business… At rates of $75 to
$300 per hour.
Marketing Builder is to be marketed towards a higher end user i.e., CFO's, Controllers, Chief Accountants and
Senior Accountants of Corporate going concerns who are responsible for preparing annual budgets and
maintaining them on a frequent basis for the purpose of comparing actual results to plan. It of course will be
available to users who may want to by-pass using BPB 8 in its entirety.


Projected Ship Date
Ship date projected for Q2 1998, based on a December 1997 start date.


Positioning
Marketing Builder is the one essential tool that every marketing person and marketing department needs. It
positions marketers to plan, execute and measure effective marketing programs.
Marketing Builder is a marriage of new content, the DUKE interface and Paper Direct's marketing materials.
This makes Marketing Builder a full functioning stand-alone product with a content organizer and all the
advantages of the PowerPrompt, the Project Navigator and JIAN's Document Assembly engine.


Content
Content changes include major additions and the overhauling of the planning and analysis of sections of MKB
version 1.0a. The narrative sections will feature several major thrusts, including overarching Situation analysis,
Marketing Information Requirements, price, place, product and promotion; Internet Strategies; and a Sales
plan.


Pricing
End-User Direct                                              $99.00
End-User Direct                                              $99.00
End-User Direct                                              $99.00




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                                  Market Analysis
According to PC Data analysis, as of June 1997, Marketing Builder has a market share of 33% overall with a
22.4% retail presence. The interactive feature will enhance our opportunity to market our product to OEM
vendors and other strategic partners searching to augment their presence in the software market.


Industry Trends
In 1990 when JIAN introduced Marketing Builder v1.0, JIAN in effect created a new software genre. There
were no other major players. Immediately our market share rocketed to 71%. There were however little
barriers to entry. Imitation was immediate and effective. Several players jumped in with their interactive
programs and a tactical slant. JIAN's market share shrank.


What Customers expect
Currently this industry as a whole is changing and evolving. Most market players are losing their retail
presence. At the same time marketing software customers are purchasing their products via direct mail and
direct sales. These customers are searching for a more hands on hands on guerrilla approach to handling
marketing tasks.
Customers are now looking for content-based software. Software is expected to extend customers base
applications to address a wider range of specific areas. In short, software needs to focus on specific needs to
quickly and easily handle specific marketing tasks.
Vast volumes of marketing information are now available to business managers through a wide spectrum of
sources, from print publications, to libraries, to on-line services. The shear volume of information available still
does not solve the marketing manager's specific needs. Customers are seeking distilled information that
provides proper data with appropriate advice from experts.


Market Size
Based on composites of a variety of business statistics and according to Dunn & Bradstreet MarketPlace
2,315,467 companies' fit the primary profile of companies for which Marketing Builder is designed. Most of
these companies:
    Have been in business at least one year
    Have between 2 and 100 employees, and
    Have annual revenue between $200K and $5MM

Projecting just a 1-% penetration of this market by JIAN per year would bring to JIAN over 230,000 unit sales
of Marketing Builder per year. At average revenue to JIAN of $60 per unit, this means JIAN would have sales
of $1,380,000 of Marketing Builder per year!




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                                              Content

BizPlanBuilder                      Marketing             Builder                      Publicity          Builder
While marketing Builder should be a capable stand-alone product, we want it to also function with
BizPlanBuilder (―…picks up where BizPlanBuilder leaves off‖) as well as provide a foundation for
PublicityBuilder (+ any other sales/marketing related products that can be added to the product line.


Word-Processing Documents
xxx


Glossary



Spreadsheets
Xxx




Database
xxx


Regarding BizPlanBuilder
BPB 8 will continue to have all three sets of financials...basic, intermediate and comprehensive. They will be
tweaked in 8.1 (or whatever the fall release is) with the fixes that have been recommended and Jesse can get
done in a timely manner. They will have the added feature of an optional Sales Plan (to be used to generate the
revenue line based on unit sales of products and/or services) in lieu of the Revenue Model (which generates
revenue using market share...good for gazelle startups). It will be responsive to both Service and Product
companies. In addition the Costs of Sales section may be, in part be driven by the Sales Plan i.e., it will identify
# of units sold @ a selling price and a cost to produce or purchase. Marketing Builder will be (Fall Release)
essentially the same as the comprehensive financials in BPB 8.




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                                        Marketing
Possible Product Names
    Marketing Builder

Tagline Development Process
    “With [what we love about product/JIAN], you can [use what this product is great at] to [do what this
     product will do for customers].”
    Brainstorm all of the possibilities under the heading below, choose TWO from each category and
     create a statement like the one above.


What we love about this product / Jian…
    Simple, clear, comprehensive,




What this product is great at…
    Marketing, cashflow, management, what if,


What this product will do for customers…
    Feel good, manage cash, know what’s going on, plan finances.




―With [what we love about product/JIAN], you can [use what this product is great at] to [do what this product
will do for customers].‖




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                              Promotional Copy
How much is enough?


                                                    “xxx”
- xxx


                                                    “xxx.”
- xxx


Today’s market is changing faster than at any other time in history. Your business plan is a great place to start
managing your cash. But you can’t let it stop there. Marketing Builder provides the structure and tracking that’s
so important to the financial future of your business. It gives you a central location to capture projections and
actuals—where you can compare, analyze and then make adjustments based on solid data from your own
business.
The most successful businesses are those businesses that can react swiftly to changes in their markets. They’re
also the businesses that have taken the time to plan and prepare for those changes. Working from real numbers,
paired with an intuitive sense of your market derived from consistently tracking your business results, you’ll be
better prepared to make educated decisions. And you’ll increase the likelihood of continuing profitability, and
ongoing business success.
Drawing on more than 30 years’ experience in the financial arena, our developers have created a tool to
simplify your cash management processes, and build in an accountability mechanism that supports your
forecasting and decision-making processes.




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Advertising & Promotion Opportunities

Trade publications read by profile customer
    Business Start- Ups
    Business Week
    Entrepreneur
    Home Office Computing
    Software Publishing


Trade/Business Catalogs:
    Harvard Business Review


PR opportunities:
    Trade Show sponsorship
    Small business expositions and forums
    Radio and television panels Small Business Opportunity discussions
    Entrepreneur forums


Tradeshow opportunities
    Power Selling West Conference and Exposition
    The Field and Sales Force Automation Conference
    Power Selling

Partnering/Associations:
    Dunn and Bradstreet
    Paper Direct
    IDG Books
    Thomson International Press
    Hiam and Associates

Book Opportunities
    Marketing Builder (Academic version) ITP
    Marketing Builder (Trade version) ITP
    Marketing Builder Express ITP




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                                      Competition

Marketing Plan Pro
xxx


Go to Market Strategies
http://www.gotomarketstrategies.com
Built in Microsoft Word for easy editing and customization, this Strategic Marketing Plan Template includes
stp-by-step instructions for each section: market research, company identity, target market, product/service
definition and messaging, competition analysis, sales model, marketing mix, implementation calendar, and
budget.
This plan is probably the most important document you will create throughout your marketing efforts. It
establishes a roadmap for your sales and marketing planning, maximizing your resources. It validates your
target market and competition, summarizes the marketing plan, and outlines the resources and budget needed
for successful completion of the planned activities.
So, download your Strategic Marketing Plan Template and get started now!


Strategic Marketing Plan Template                                                 $19.95


OR get over 50 sales and marketing templates, loads of "how-to" articles and examples, and 8 Training
sessions (MP3 audio files) in:


THE SALES AND MARKETING TOOLKITS BUNDLED via download                             $349.9




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                      Strengths, Weaknesses,
                     Opportunities & Threats

Strengths
JIAN enjoys an exceptional retail presence, a reputation as market leader and the strong family line.


Product
Xxx


Distribution
xxx


Weaknesses
Marketing Builder v1.0 lacked the interactivity of traditional software products. Additionally, the content was
in desperate need of updating and remodeling. The product sweep and breadth of Marketing Builder v1.0 is
wide, but solicited critiques by noted marketing experts reveal it is lacking in the ―depth‖ necessary to fully
meet the needs of the individual tasked to handle a companies marketing activities.


Opportunities
The potential market for Marketing Builder through direct mail, retail and associations is steadily growing.
Currently under way are discussions with Paper Direct to ally their paper product with our Marketing Builder
to foster a mutual alliance that exposes both our products to new groups of potential customers.
Alexander Hiam of Hiam Associates and the University of Massachusetts has developed Marketing for
Dummies for IDG books of Chicago. We need to capitalize on opportunities such as this as they arrive.
IDG wishes to include a sample in the next issue of Marketing for Dummies. This affords the opportunity to
place an HTML virtual catalogue on line with the opportunity for users to call for the unlock code.
Strategic Alliances. Several opportunities arise in the area of strategic alliances. Co-marketing with marketing
database contact managers and other businesses can only help to expand the market segments currently being
tapped by JIAN.


Threats
The primary threats to JIAN in this arena includes low barriers to entry that have allowed new players to enter
the marketing software genre and the Internet. Product with interactive interfaces and myriad of practical tools
successfully challenge Marketing Builder.

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Other names include titles such as:
    My Professional Marketing Materials,
    Houghton Mifflin Interactive's Guerrilla Marketing.
    Palo Alto Software's Marketing Plan Pro
    The Internet with its rapid and often free content distribution provides a supreme challenge to all
     content based software developers.

Other Perceived Competitive Sources
There are many non-software competitors to Marketing Builder. These competitors include books, seminars,
and audiotapes. In order to tap into the non-software-marketing genre, we will continue our relationship with
Thomson International Press and other like-minded organizations.




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                         Product Development

Product Upgrade Specification
Marketing Builder will be a modification of the existing financial models in BizPlanBuilder:
    Software options
    Graphical users interface (GUI)
    Documentation
    Additional Items

Software Requirements
Marketing Builder v1.0 is a collection of pre-formatted, pre-designed word processing and spreadsheet
templates that are accessed using any Microsoft Word or Microsoft Excel compatible word processor or
spreadsheet application. The user installs the files to their hard drive and then edits the files accordingly.
JIAN’s Document Assembly Engine will allow the user to locate and access their files via a desktop icon. The
addition of the JIAN Document Assembly Engine will globally replace repetitive variables and allow the
tracking of progress on project files.
In addition to the word processing and spreadsheet modules included with the Document Assembly Engine,
both are third party products, we will continue to provide direct internet access to the JIAN Web Page on the
World Wide Web and direct access to the JIAN Professional Advisors Network.
The new Marketing Builder content will utilize the BizPlanBuilder 8 Visual Basic engine to create an
interactive application.


Macintosh Version
Development for the Macintosh platform will require the use of a different spreadsheet component. This
would create a major Engineering Change and Design alteration. For this reason, we will be making available
a template version of the product.




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                  Product Function & Design

The fundamental operation of Marketing Builder is to allow the user to create a thorough marketing plan that
includes market analysis, market communications, Internet Marketing. Other items include specific tools for
analysis and operations. Additionally, Marketing Builder allows the creation of marketing collateral, pieces and
brochures.


Marketing Builder's Project Navigators
The following illustration depicts the project navigator as it will appear in the new Marketing Builder.
Depending on which option the user selects, several different project navigators will be created. The user
options include questions on what type of marketing will the user be doing. The on screen options will include:
    Business to business
    Consumer product
    Consumer service
    Non profit
    Retail


From there, the user is prompted to select the type of project they want to complete, including:
Preparing a marketing plan
Open the Forecasts, tools and budgets folder
Launch a new product
Launch a new service
Launch a direct mail campaign


Each selection will result in a unique project navigator, "customized for the users type of Business and project
need. Cursory viewing of the project navigator implies minimal changes to the MIDAS Assembly engine. By
minimizing exposure to restricted edit, and allowing the project interviews to answer more variables that we
will declare global, Marketing Builder will alleviate consumer discomfort with MIDAS v1.0.




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Product Plan – Subject to NDA




              Implementation Requirements
The functionality of Marketing Builder is a superset of BizPlanBuilder Interactive functionality.


Content
Marketing Builder includes several key elements, including:
HTML On-line Reference Guide
Narrative RTF files
Supporting spreadsheet files
Web Browser --Microsoft Internet Explorer
Extensive on line help file
Quick Tour
Several distinct sample plans reflecting several different plan categories
Third party template product executable accessed from within Marketing Builder. Via a toolbar button
NOTE: This does not allow active interactivity between the two products.


Using Marketing Builder
The functionality of Marketing Builder is a super set of BizPlanBuilder. New functionality added will include:
PowerPrompt and variable edit will populate global and local variables.
Self healing spreadsheet functionality
Zoom in and zoom out functionality for word processing and spreadsheet documents
HTML linked on-line Reference Guide.
Access to third party template products via tool bar button.
Assembly and generation of user defined forms and documents, depending upon user selection during project
interview.
Exporting to generic RTF and spreadsheet formats as desired by user.


Input
Input to Marketing Builder Document Assembly Engine will include:
RTF files that have been processed by Tempo
The product component files, those created by TEMPO and those, which give the Interactive engine the user
and product specific information for the interview and on line help files
Third party product registration software (Ereg)

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User input


Output
Options are:
Assembled RTF documents that can be view or printed individually and assembled into numbered documents
with supported page breaks, multiple fonts and WYSIWYG output
Spreadsheet files created with the Formula One spreadsheet engine
Template product file access


Delivery media
Marketing Builder is to be released for web download.
Additionally, the download files include template versions for Macintosh users.
CDs will be made available through an independent CD fulfillment supplier upon request.




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Product Plan – Subject to NDA




                         System Requirements

Windows
Any 386 PC compatible or higher with Microsoft Windows 3.1 or Windows® 95, or
    4 MB RAM, 6 MB Hard Disk Space
    CD-ROM Drive (3.5” high-density floppy disks available upon request)
    Microsoft Mouse or compatible pointing device (recommended)
    Microsoft Word, WordPerfect, ClarisWorks, Microsoft Works, Ami Pro, Professional Write,
     MacWriteII, MacWrite Pro, WriteNow
    Most spreadsheet software, including Microsoft Excel, Lotus 1-2-3, Microsoft Works, ClarisWorks,
     Quattro Pro




Macintosh
    Macintosh 68030 or higher, with System 6 or later
    4 MB RAM, 6 MB Hard Disk Space
    CD-ROM Drive (3.5” high-density floppy disks available upon request)
    Microsoft Mouse or compatible pointing device (recommended)
    Most word-processing software, including Microsoft Word, WordPerfect, ClarisWorks, Microsoft
     Works, Ami Pro, Professional Write, MacWriteII, MacWrite Pro, WriteNow
    Most spreadsheet software, including Microsoft Excel, Lotus 1-2-3, Microsoft Works, ClarisWorks,
     Quattro Pro




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Product Plan – Subject to NDA




                                Reference Guide
We will be revamping the Reference Guide for the Marketing Builder. New product potentials such as creating
an HTML documents with links enhance the use of accessing product documentation. The Reference
Guide.html offers a fantastic change for Marketing Builder. To support this we can distribute an html enabled
web browser, such as Microsoft Internet Explorer or some other freeware in order to allow the users to view
the online electronic booklet.




Topics Covered in the Manual
Installation and system usage – copied from EMB manual.
Organizing xxx
Information Collection Form
Components of Your xxx




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                            Development Schedule
Phase One: Content Development / Acquisition
    Content acquisition in progress
    Assignment and contracting of content providers and vendors
    Creation of content
    Preprocessing and Tempo process

Phase Two: Software integration
    Milestone I: To be determined
    Word Processor (partially functional)
    Spreadsheet Prototype (partially functional)
    Primitive Interviews (Wizard)
    Initial Navigation Map


Milestone II: To be determined
    Complete Word Processor and Spreadsheet
    Advanced Interviews and Extraviews
    Primitive customized RTF documents (no lists, non-interactive)
    Project Selection
    Project File Creation


Milestone III: To be determined
    Final Interviews and Extraviews
    Restricted Edit (interactive fly-by help tips)
    Interactive Navigation Map
    Initial List Support
    Help System

Phase Three: Quality Assurance and testing
    Complete Functionality
    Full Navigation Map
    Document Assembly/Printing (TOC included)


Milestone V (Beta): To be determined
    All medium to high priority bugs fixed


Milestone VI (Gold Masters): To be determined

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    All low to high priority bugs fixed




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                              Development Team
Core Team JIAN
    Michael Linehan
    Burke Franklin


Programming
    Jess Rodriguez
    V2


Spreadsheet Design & Quality Assurance
    Burke Franklin
    Michael Linehan
    Jan Altman (?)


Technical/Content Consultant(s)
    Jesse Russo


GUI Design
    Alan Colby


Documentation
    Debbie Berrett: Help files and installation instructions,
    Alan Colby: Quick Tour design


Packaging
    Andrew Bloo

Current requests of the team are:
Mark:             Get started on the marketing plan,
Chloe:            P.R. Plan It’s never too early
Mark:             Packaging (Box) Design.
Burke:            Assist in meeting his cutoff dates for content. Content Freeze is has yet to be determined yet
we need to        allow adequate time to implement corrections and changes.
David: Keep me abreast of all your plans for the execution of the sales plan with in the channel… What being
             said by the sales team and what are channel expectations.
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The major streams of action and people accountable are:
Project Management (Tim)
Content Development (Tim)
Production (Doug)
Testing (Everyone)
Launch Plan (Mark, David)
Review and Approval (Project and Management Team)


The breakdowns or impasses that will threaten or stop the project are:
Indecision on delivery mechanism (GUI) and interface
Lack of money
Content creep
Feature creep
Lack of communication with and between project team members.




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                              Content Providers

[expert1]
[expert1] will be the primary external content provider for Marketing Builder. [expert1] provides primary
authorship of tips, introductory materials, sample plans and product direction, tone and timbre.


Background
[expert1] is a renowned professor of Marketing from the University of xx. [expert1] is a noted Consultant,
teacher, and Co-author of the Portable MBA in Marketing and The Vest Pocket Marketer. Hiam has worked
for marketing departments in many Silicon Valley start-ups and Fortune 100 companies. He earned degrees
from [x] University and [y] University. [expert1] has written several books on Marketing and related topics,
including The Entrepreneur's Complete Sourcebook, The Vest Pocket CEO, and Closing the Quality Gap:
Lessons form America's Leading Companies.


Fees
Negotiated fees and delivery scheduled are detailed below. [expert1] will be completing his work for JIAN on a
work for hire basis. The letter of this standard agreement dated December 15, 1997 will govern all work.


All property and newly created materials will be the exclusive property of JIAN Tools for Sales, Inc, unless
stipulated differently in the Work for Hire agreement.




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Hiam Statement of work and delivery schedule
Delivery Date   Definition of task
11/24           Create and edit the standard marketing plan Project Navigator.
12/26           Creation of the various marketing plans as detailed below
11/23           Business to business: Creates a plan for approaching markets where the final
                customers are business organizations as opposed to individual consumers.
                Businesses make purchases based on functional needs. Additionally, they make
                purchases to help create finished goods or services. This plan address marketing to
                those entities.
12/1            Retail: Creates a strategy for dealing directly consumers and end users. Addresses
                an assortment and service, specialty shops, department stores, and mass
                merchandising. Automatic vending, telephone and direct mail, door to door,
                convenience stores, size, location and profits.
12/29           Product/manufacturing: Defines what a product is strategy schedules delivery, such
                as quality, production, R&D, COGS, etc.
12/29           Service: a deed performed by one party for another. Not physical and intangible.
                Plan addresses the marketing and management for service companies.
1/2             Non Profit: Non profits success is difficult to measure. This plan will assist
                nonprofits in evaluating the benefits of different activities relative to what they cost,
                and how to "market" themselves
*1/23/98        Creating and writing new templates including introductory material and interview
                dialogs describing use of the templates.
1/9             Calculating the costs of coupons/special offers
1/14            Exposure Projections Spreadsheet
11/19           Implementation Schedule Graphic Display
1/22            Product Life Cycle Analysis
1/23            Brand Management information
2/19            Glossary / Project completion




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                                 Appendices




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