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WwW.WEDSTREET.COM Th e Mo-stln-n-ovative--Br-ida-l-Sho-w-On-line!i
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BUSINESS
June 1, 1999
PLAN
J
Introduction
THE
t t I
UNFULFILLED
When planning a wedding,
NEED
(choosing those who more time contacting preferred location, engaged couples spend fit their budget, their wedding professionals their style, and than any other or discounted other unique activity. services)
t t
t
that
The Key to Success Is Very Simple
Offer an Innovative
allows
Wedding
Web Site
professionals
who fit their specific criteria. couples to search for local wedding
t
t
Offer tools needed to optimize the WeddingProfessionals
their exposure and customer service online at the same Wedding web sites, currently online, offer a way for brides/grooms time. to view
vendors in specific across townintotheir state, them, and many times having to businesses, driving categories meet with but nothing more. Calling these t wedding web site is offers normal hassle and inconvenience. request brochures that still thean alternative solution, until now.
already crowded market Brides need an alternative on the to the [he mountains of articles and the lnternet of wedding web sites. Past 'state and category" mentality, there it comes to finding local wedding professionals is little being, offered truly fit when who to brides their I I ] ] [ I /_.) ,__/ ,,,/_ i I ] [ ]
There is no
and alphabetical Getting lost in fields of categories listings, one has WEDSTREEToffers an alternative for little chance of being noticed. the wedding professional in this area wedding web sites offer
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I While other a_ well
WEDSTREETis specific needs, the alternative
wed-
sionals who meet their specific needs and match wedding professionals
oppommity to get noticed, WEDSTREET offers them at least fbm: These areas centhe wedding professional a "one-shot" location of their business, special discounts, uniquegoodsandservices, those ter mound a bride's budget, specific those who serve the discerning bride. specializing in smaller weddings, and
couple. The cornerstone of WEDSTREET'S for today's engaged ding web site potential lies in its match brides with wedding profesI innovative programming, designed to
There more qualified customers, with is also the lack of true benefits utilize these already existing for the wedding professionals sites, who
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Concept
The Goal
Analysis
choose what part of the city would be most convenient for her to shop in-or see the businesses that are centrally located in her own town. • WEDSTRFETallows a bride to select a specific category of interest to her, plus, if she prefers, select a price range she would like to stay within and then meet the vendors who provide a package deal for that category in the price range selected. • WEDSTREETallows a bride to sem'ch for vendors who offer special discounts on goods and services. • WEoSTREETallows a bride to search for vendors who specifically serve the discerning bride. • WEDSTREET allows a bride to search lbr vendors who
• WEDSTREET
Become the alternative to the already existing wedding web sites by offering both brides and wedding vendors more options in how to search and find one another online,
Our Prototype Market Research Shows
• Almost 70% of the viewers online today are between the ages of 22 and 35. • Of these viewers, 58% m'e single, have a college degree, and plan on getting man'ied some day. Statistics taken from." • Almost half are female viewers. Time Magazine.
July 20 1998 and
. 73% of brides-to-be work lull-time and over half have access to the Internet.
TheWeddingpages, Summer 1998
offer Unique Goods or Services in her community. allows a bride to search for vendors who are Award-Winning Professionals in her city. • WEDSTREET allows a bride to search tot vendors who specialize in smaller wedding cere'_i _'_.-._ i_ "_ "_ "_ " ,; ;_,_,,_ _
•
Reasons
for being online?
information. • Immediate Convenience The Proposal
monies. Other unique features that set WEDSTREE'r apart from others" WEDSTREET allows a bride to create her own gown online using original Java pro_amming.
Go national by the summer of 1999, promoting .D'ee web site developmerit for wedding professionals in exchange for hosting tee contracts for one lull year, plus free listings on WEDSTREET'S "search engine"/database for already existing sites until April, 2000. In addition, wedding professionals who already have a site developed can automatically enter the necessary information in order for their site to be incorporated into the WEDSTREETdatabase. Initially, this would be a free set'vice in order to build our database and audience interest, .:
• WEDSTREET allows a bride to search catalogs of gowns fiom local bridal shops, not just national designers and distributors. • WEDSTREETallows a bride to register for a special e-mail reminder service, providing detailed checklists once or twice a month reminding her of the various tasks yet to be complet-
,H_;, t_/lr,_//,_ o Over4,000brides visitour site everymonth!
about it?
The Products and Services
Currently there is not one wedding web site online that offers our approach to serving brides,
•
ed in that particular month. • WEDSTREETwill allow couples tO search online wedding and engagement rings from local jewelers.
•
WEDSTREETallows a bride to enter her own budget for various categories and then meet wedding professionals who meet her spending needs in each category once she submits it. WEDSTREET allows a bride to search her city, not just her state, for wedding professionals. Plus, she is able to
• WEDSTREETallows a couple to plan their honeymoon online with travel agents who supply specific honeymoon packages. • WEDSTREETwill allow brides to see the availability of wedding professionals on their own sites for particular dates before contacting them. • WEDSTREET will allow a bride to view a gallery of images to gain ideas. These images would include everything from cakes, to flowers, to invitations.
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O O
O Currently WEDSTREETis the only wedding
Market Environment
The marketplace has exploded in the last 10
web site online that offers our approach to serving wedding professionals. O O O O O O O O O O O O O O g O O O O O O O O O O O O O O Q O
•
.
•
•
WEDSTREET allows vendors to be exposed at least four times to local brides visitingour site. WEDSTREET allows vendors to participate in a successful marketing program with other WEOSTR_ET members in their community. We provide promotional brochures with their personal web site address listed, and they promote the site itself in their place of business. They also participate in promoting the site in their own wedding-related advertisements in bridal shows. bridal magazines and at WEDSTREET will allow vendors to update a calendar of available dates for prospective customers from their own computers and then see it displayed on their own web site
Plan
your d r t'alll wctl din g
months with the lnternet becoming more and more of a necessity for the daily routines of both men and women. Women are quickly becoming lnternet savvy. With this marketplace, we have an assured lasting
audience, and only those wedding web sites that fit the growing needs of the bnsy couple will last while others will dwindle. Women plan most of the weddings but are less likely to get online cornfor personal reasons pared to men. However, with the strategic plan to provide a link to local wedding jewelers, there willthem ato begin for drive be reason of a both
Ih¢ll plan yotlr d rcaftl h o ill _.,
•
•
within minutes, will WEDSTREET extra exposure
allow
opportuni-
down
WEDSTREET.
ties to vendors in their an of expertise. Whenever area area of expertise is cov-
Rationale Success
was completed
for
ered linkone of our articles, their in will be right there as well. Vendors can pro-
Over 7 months of research before
vide get exclusive rights to their own articles and the page. WEDSTREET will to bridesvendors to use personalized e-mail messages allow registered with us who are in their local area. This e-mail will provide a direct that though sites online, layout wedding With top the and there they
beginning ment of Our
the developWEoSTREEX. indicates
research
may all similar wedding be other web are in rationale, in the online. and convenience being the in a area of finding
functioning
• link to their site. provide a "Gallery" of images from WEOSTRF_ET will wedding professionals. Every image they allow us to
professionals
information two reasons first place,
use will link directly to the needs of the international WEDSTREET will meet their site. wedding community. Fewer than 5 wedding web sites exist in European countries at this time. With a delay in the current trends of lnternet importance within these countries, now is the time to pursue franchising opportunities with interested internationalbusinesses,
for with getting spending online and people brides
majority of time searching for wedding professionals who fit their specific needs (not just categories), we believe WEOSTREET will become the site for brides to find wedding professionals in their community and the site for wedding vendors to get the most out of their lnternet presence.
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D O O O O Over 2.4 million couples get married in the United States every year, with the highest volume of weddings taking place in Nevada and New York. Because the wedding web site industry is new, there are no solid statistics on the % of couples going online to plan their wedding, .
Market
Analysis
that over $15,376 is
What Does the Customer
According struggle to our own survey more with planning
Want?
questions, 50% of brides within a budget
Industry sources estimate
spent on an average wedding, with most of that going directly into the pockets of wedding professiohals serving engaged couples,
a wedding
than with any other median. Because of this fact, we believe that WF_DSTREETwill appeal to a majority of brides, offering two different ways for them to meet wedding professionals who fit their budget at the click of a button.
O O O O
No other wedding web site offers this alternative, and yet, it appears to be a desperate need for brides. At WEDSTREET our theme is, "Save time. Save gas. Drive here first." With immediate information and convenience topping the reasons tor people getting online, it makes sense to create a wedding web site that offers brides an alternative to mounds of articles or category/state listings. They need more important information, determining what wedding professionals fit their spending needs and other preferences.
WEDSTREET in the Market
I Strengths [ WEDSTREET's innovative approach to representing vendors online is fresh and new, and it is something that is "user-friendly" to the bride, a cornment already noticed by the brides visiting our site. Weaknesses Small size and lack of presence in the market are the two weaknesses driving down our potential, The implementation of this plan will enable WEDSTREET to become a driving force in the wedding web site industry,
O
O g O O O O O
What Does the Wedding
Industry
Say?
The wedding industry is slowly changing to suit the technologically advanced bride and groom. A great deal of wedding professionals are understanding the importance of having their own web site on the Internet. However, in our own personal research, many wedding professionals have a tendency to minimize their power in using lnternet programming and software tools to optimize their customer service online. Plus, they are prone to develop their own sites which minimize their professional quality appearance.
0
O O O O O O O O O D
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WEDDINGCHANNEL WeddingChannel.com
The Competitors
THE KNOT
and Their
Services
WEDDINGBELLS WeddingBells.com WeddingBells is the Canadian super stop for brides, although its design lacks some serious effort. It is currently the only wedding web site that now has its own magazine as well, but this magazine also lacks in the area of design and development. It is also currently keting gistry, mar-
WEDDINGPAGES WeddingPages.com The WeddingPages is probably the most competitive wedding web site for vendots at this time. They specialize in major city bridal magazines and introduce vendors to using the their
TheKnot.com A reliable source of information. Articles abound, The bridal gown directory probably brings more brides to this site than any other service they offer,
Probably the most publicized wedding web site, the WeddingChannel is both informative and unique in its innovative programming. For instance, a bride can go in and decide how muchtotal wedding, and her shewantstospendon then they break it down for her in the categories thesuch site provides, including categories that may not be used. This sitemarketed to has successfully been brides outside the web.
A bridal registry aiscatalog available now with coming out in Fall of 1999. Out of today, the sites out there all of this one is probably the best thoughtout and the most appealing in graphic design and development,
lnternet to market business,
The only drawbackonly this to list site is that they addresses and phone numbers from area vendors, which means that the bride's work is still cut out for her.
O D
a new although bridal not it is reonline.
yet officially
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O O
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Strategy
to the Brides
Meet the specific needs of a bride by offering local wedding vendor information that fits her budget, her specific location, her style and other preferences. We will focus on providing the bride with immediate information so that planning a wedding is converttent for her.
70% of those who go online, do so to see a site they have seen in some sort of media. We intend to reach this market. Before we begin, however, we will implement a massive marketing campaign towards those wedding professionals who ah'eady have an existing web site online. After our database has grown {o over 1,000 wedding professionals and vendors by the end of the summer, 1999, we intend to invest $75,000 in media marketing and promotion.
Strategy
O O t_ O
to the
Wedding
Professionals
Provide vendors an opportunity to optimize their exposure online and offer convenient programming to allow them more effective customer service online. In a sense, they would have- their own organizational software built into their presence on WEDSTREET, and this would allow prospective customers while immediateconveniencing information the wedding sional, profes_/_/_i
Advertising
• Promote
and
WEDSTREET
Media
Objectives
through the vendors. of WEDSTREET help Promotional brochures listing their personal site in future w e d d i n g - r e Ia t e d market the site effecadvertisements will
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tively when all WEOSTIIEET members participate. As part of the contract for choos-
,
O O O O O
Reposition
the
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Competition "_k __ Our research verifies "_-"_,_ that out" innova"_._--"_.,._ tive programming on WEDSTREET is unique and can be exploited to arrive at a winning position for brides and satisfied wedding professionals. By matching up brides with wedding professionals who truly fit specific criteria, less time, effort and money go into finding the wedding professional and the wedding professional spends less effort in promoting more qualified customers. A win-win situation.
host WEDSTREET tO ing their site, wedding professionals agree to implement this type of promotion. WEOSTREET on all search engines and
directories, hiring a professional promoter for search engine ranking. • Promote WEDSTREET through link exchanges, banner ads and local directories. • Advertise in national bridal magazines. ° Advertise in bridal shows across the country. • Promote the webThis is one area none oftelevision site through radio and the other cable channels.
O O
Advertising
O O O
WEDSTREET
and
Promotion
wedding
web sites have tapped into. We intend to
success promotion
recognizes that one of the keys to its is a finely tuned and strategically targeted and advertising campaign. After all, over
. be the first! image that WEDSTREET iS file site to Establish an visit for convenience in planning for brides and effective marketing for wedding professionals.
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May30, 1999
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_Que_on! /_alswerour Surce7 Articles: What to do Fu'st Montldy Plmmu_._; C_zde Choofin_our y
Welcome _o the mos_ innovative bdd_ _how online! As you driw down our street, you may find some unique shops and steps That's because we wanted to offer you a unique yet e_icle_ way to plan your check day of the op_ons below to don't forget to s_gn up for professionals specualout allThere are several ways Andfind mformat_on_d weddingour useful e-m_here, _o be ser_ce rerrander suxe to We'll send you an e-mad each month reramdmg you of what's left on your ch_cldist Enjoy your dr_e!
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Aralotanc motat_/In_ataon_Cat_r_rs ¢ IceScul_l_es A_sone_.fl_ _ Reh¢_ Dinn¢_ BachelodettePtu,_a_ s Ceremon_ Sttes _ _ T[_porta_aon -P_aty Favors
Flowers Lm_ouzme Rental T_p _
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II O O O O . O O O O O O O O O I O J]_-Ci_-s-ey-Fi'iinklin] is the Corporation's Vice President. He has been an active member since the summer of 1998. He is responsible for the implementation of technological programming. He overseas local sales as well as public relations. He has also made "housecalls" to local wedding professionals to aid in their
Management
Team
HansHelnq_uth i acts as the Corporation's Marketing Director. He has implemented
National strategies
Vane-ri_s<_rranklli_ ] is the founder and creative design author of WEDSTREET, President and CEO of Wedlinks, Inc. Her experience in the wedding industry is new, but she has seen the necessity in this area for change, both for brides and wedding professionals based on her own experiences and those whom she knows who have also experienced frustrationthe wedding to in planning driven to make a wedding. She web site industry brings is fresh look and a extremely WEDSTREET the top wedding web
to hire new city sales representatives/wedding consultants and promoted the Denver site for further vendor representation. He is now advancing WEDSTREET's national presence.
Outside
Support
support will and be of articles and busi-
Upon requiredinitial further development for funding, additional marketing. We are seeking
corporations
site online, Her organizational skills and effective communica-
nesses who are in underwriting our proposal in exchangeinterestedmajority of the corporation for a (see Financial Analysis). as a
tion come teacher 7 years school organizational from as an English and experience in education leader. She is also self-taught in the area of web site development and design and has done most of the research involved for the implementation of WEDSTREET.COM.
What
Are Our Goals
Team?
character-
Our staff members hold to the following istics and standards for WEDSTREET: , Viewer Oriented , Customer Oriented (i.e. wedding and couples who use our services)
professionals
o Strong sense of current wedding trend needs and finding ways to meet those needs through innovative programming or articles of advice on our site. ° Team Player ways to serve working and developing approach to the bride and the wedinnovative ding professionals online with us.
set-up of e-mailrelated to WEDSTREET. basic technolaccounts or to answer ogy questions
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Financial
Analysis
(2_
Our profits will come from ttuee sources.
URL Hosting
and/or web site development
Listings
for Wedding Web Sites
Fees
for wedding professionals (/.y6arcoiltt;iiCt)!
in our Database Professionals'
Any wedding professional can submit their URL for free on WEDSTREET.COM. cause WEDSTREET However, beis unique in
$--9.-99-/m-_n-t-h-(-1---ye--alr-c-on-iraci}i :$49.9-ghh6nth .............................................................................
• Free one-page web site (web site ad• Free three-page web site with a dress will be WwW.WEOSTREET.COM/ Macromedia Flash** introductory yourbusinessname) • Free promotion to all wedding search engines and directories • Free listing in at least 4 categories oil WEDSTREET • Up to 6 photos • Unlimited text. ....................................... _$_!:_8:99/mpnth__(l_-_Yea.r-cpntrac) _! t page (web site address will be Www.WEDSTREET.CON/yourbusinessname) • Free promotion to all wedding sem'ch engines and directories • Free listing in at least 4 categories on WEoS'r_EE'r Up to 15 photos . Unlimited text.
nature, and wedding professionals get more exposure on our site than any otherweddingwebsite/directory, there will be acharge of $69.99 tbr the year to continue a listing with us beginning April, 2000. i13)
T-Shirts
Sold Online
Rehearsal WEOSTREET'S unique rehearsal tshirts are sold at a rate of $14.95/shirt or $19.95 per sweatshirt. We have an agreement with a printing company in Minneapolis where we profit $6.50 from each t-shirt sold and $7.50 from each sweatshirt sold. This profit after tax, shipping expenses and fees for t-shirt creation.
comes
• Free two-page web site (web site ad$5_9-9-/m0n_th il-yeiire0ntraet) i dress will be WWvC.WEDSTREET.COM/ yourbusinessname) • Free four-page web site with a • Free promotion to all wedding Macromedia Flash** introductory search engines and directories page (web site address will be • Free listing in at least 4 categories Www.WEDSTREET.COM/youroff WEDSTREET businessname OR www.Youa• Up to 6 photos • Unlimited text.
BUSINESSNAME.COM*)
_-9!m°ntiff(-l.-'-year
_°ntract) i
. Free promotion to all wedding search engines and directories • Free listing in at least 4categories on WEOSTREET • Up to 15 photos • Unlimited text. • In'orderto haveyour owndomainname. Internic charges, a registration fee of $70.00and $35.00a year thereafter for two years. Youwouldbe responsibleor f this fee, and there is no guarantee that "yourbusinessname" is not already taken, Wedlinks, tc:would be happyto b
_'egisterand hoStyour domain name web
Source
and Use of Funds
• Free two-page web site (web site address will be Www.YoURBUSINESSNAME.COM*)
• Free promotion to all wedding search engines and directories . Free listing in at least 4 categories on WEDSTREET • Up to 10 photos • Unlimited text.
Phase 1 capital ($500,000) is required. Funds will be provided by the owner and CEO of Wedlinks, Inc. ($50,000); and the parent company purchasing Wedlinks, Inc. ($450,000) for the first two plus years of operation. Phase 2 capital ($900,000) will be provided by the revenue earned during Phase 1.
--$-39_9-¢i]mont_.-(:iiyear contract) _
Resource
Requirements
site address,butyou will be responsible for the next Four Years • Free three-page web site (web site adfor the extra fees incurred for this dress will be Www.WEDSTREET.COM/ servicewithInternic. Media Advertising $500,000 yourbusinessname) (Local and Nationql) • Free promotion to all wedding **MacromediaFlash is a much coveted Web Hosting $50,000 search engines and directories newlnternetprogramming websites. for Software $ l0,000 • Free listing in at least 4 categories even amongthe createa Macromedia ers, and we canmost popular developProgramming $2401,000 on WEDSTREET • Up to 10 photos • Unlimited text. Flashsitefor you at an incrediblerate? Believeit. Youwon'tfind a better deal t
anywhere,.anytime.t
Internet Expenses R&D/Misc. Payroll
$ t00,000 $100,000 $400,000
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Timeline
Q
O I O WEDSTREET.COM was officially online as of January 15, 1999. The the few been in progress since June, 1998. In site has months that we have been online, we average between 150 and 250 users a day. This is only in two major cities. O O O O O O O O O O June, 1-)-?_ Established Wedlinks, Incorporated. July, 1998 _] Began development of WEDSTREET.COM .._lwith firm in Minneapolis. I'-_ l
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Nb_ghabel,] Another web site developer is contracted to '1998..... [Jecember_ 1initialize programming of site. Graphic web designer is contracted for final Julyl .... irClllIIIIl_tlllIIImlslxmt'--sA_mt_sx_mrmHs_
i9_98_.......... development of site. . January, !1999 _ [ WEoSTREET officially goes online.
AugusL i Marketing of site for new prospective venSeptember, I dors and new viewers in magazines, directo1999 i ries, and thrums. I i Offer wedding WEDSTREETfree exchange and i advertising on coordinators in web site for i wedding-related articles and expert advice. ! An lnternet Marketing company is hired to - i guarantee top listing in search engines. Oc t0 ber; IllIIIl_l L_llIIIm,,,,,,,,,i,_,-Aw,mm,,m,,,,nn
........... =__:iSite is submitted to all search engines,
_ltlliqlte ,1999 IISUFS.[_)F l/ld nlollth.
O O ......_.....
_ttniqite
[ WEDSTREET vendor sites are registered on | different wedding search engines and directo-
Jries as part of promotional
tt._er.v.fi_r
package.
re(mill.
lhe
I O O
April, May, 1999
. :i E-Mail reminder service is added to site for i brides. i i Promotional brochures are sent out to all ven:! dots along with a letter reminding them to be sure to list their web site address with WEDSTREET.COM on any future weddingI related advertisements. Wedding coordinators in major cities are conI tacted to aid the expansion of WEDSTREET.
November i Company in England offers franchising 1999 opportunities to European companies and expansion to European cities and countries. Advertising in national magazines.
O
O O
January, 2000
Beginning of commercial advertisements cable channels nationwide. Advertising in national magazines.
via
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0 i I O I i O I I June, 1999
"-.1,211tt tniqtte t
tt,vers
'i_r lhe
monlh.
February l [[llllIIl_lllllIIImtlsl_l#,int_t_tlts_nmtn,_ March, April, 2000 National Exposure/Press Releases.
I vendors. Free listing in database and new Marketing is implemented to generate free web site development is offered to a national audience of wedding professionals through forums and mailers sent out in already established cities. Revenue to begin earnings through Hosting Program for vendors. As a reseller of hosting space through Virtualscape.com, a charge of $9.99/month up to $59.99/month with the offer of a,¢_'ee web site is implemented interested vendors, to
International Market focusing on franchises to European countries/serving the International bride.
I00,000 tmi(itte tt.sers ')or Hton/It.
May, June, July, 2000
' National Exposure/Press Releases. International Market focusing on franchises the lnterna-
•
to European countries/serving tional bride.
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Financial
Projection
(3Vz years)
200l
$740,000 $455,000 $285,000
2002 TOTAL iI
$2,300,000 $1400.000 $900,000 $3,292,000 $2,092,000, ] I
0 0 0 0
Assumptions
O
O Year 1999 2000 2001 2002
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O O O [U_ni--__qu-_fi_S_e_rs][Tg_]_f!t_ ]_-_/.iVendors Paying For URL Listing 1"oi-afRevenuej_or-_L-isi_f_gs---i Vendors Paying For Hosting O O _i ........ Services (min. Revenue) i....... ] ._ . i " i_]60,000 ($0/yr.) 1,000 r i_-__ $0 ........ 400 $5,000 $500 $5,500 _i. _ 200,000 ($69.99/yr.) 2,994 500,000 ($149.00/yr.) 4,554 ! 1,000,000 ($199.00/yr.) 10,844 -$2,157,956 5,000 $50 000 $15,000 $65,000
i$209,!5!50 - i -$678,546 600 $6,000 $500 . _ $6,5.00 1,000 $9,990 $6,000 $15,990
Total Revenue For Hosting Services Misc. Web Site Services
To_!_Re),enue F0r.H0sting and Web Site Services ......
e
O O O O O O 0 O
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Total Numberfrom T-shirts Sold of T-shirts Sold Total Profit Cost Adjustment Total Revenue Franchises Revenue A_-_ti}iiig For T-shirts Created "...................
200 $2,990 $1,690
600 $8,970 $3,900 .-
2,000 $14,950 $6,500 $8,450 8 . $32,000 155'014 $740,000 $455,000
2,000 $29,900 $13,000 $16,900 10 $50,000 $10,144 $2,300,000 $1,400,000
from T-shiris-Said
_-];J00 ..... j-_$5,0202 5 $!5,000 .....
Sold Internationally from Franchise s .... on_N3-te........ :............ : _. ..... "
O
$4,200 --_i__ $1,000--
.:_i.-. ".-
$3;8180 ..... -.$24@,'000" -$200;000
_iev_nue--_-.._il!2--:i:-i-2'() Expenses _
_ i-_ i l . '_-:
(./-_1__-'.$i2,000_ $37,000
.......................................................
O D •
9