Business Plan for

April 2006

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Company Overview

GoingOn Networks, Inc. (GO) will become the first provider of an integrated blog publishingand social networking platform designed for business and professional use. The platform willhost various networks of private-labeled communities. End-user membership profiles willseamlessly interoperate throughout each community within the GO universe. In this way,GoingOn simplifies the management of an individual’s digital lifestyle by aggregating servicesand data into one single, centralized location.Companies will use the GoingOn platform to easily and inexpensively create highly interactivecommunication networks which encourage dialogue and collaboration within communities thatare critical to their success; including customers and prospects, user and developer groups,management teams and employees.

The GO Vision

Our vision originates from the successful, working model of the AlwaysOn Network(http://www.alwayson-network.com), an online media brand and community of technologyexecutives, but with GoingOn we are creating a new paradigm of online branding,communication, and community with the GO platform. It will empower companies to better connect with their customers, individuals with companies, and companies with their employees. As part of our vision, GoingOn Networks will be contributors to and leaders in thefollowing movements:

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Open Media.

Participatory media sites and the proliferation of user-generatedcontent are grabbing reader mind share and loyalty away from traditional mediabrands. GoingOn enables media brands and individuals to publish content, engagereaders, build transparent communities, and enhance advertising and subscriptionincome.

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Open Source.

Building our product on top of Drupal, a leading open source CMSplatform, GoingOn is tapping into an existing and growing community of over 100,000users and developers. For our long-term vision we plan to build a gallery of modulesand templates that Drupal developers can give away or sell to users of the GoingOnplatform. We plan to be an active supporter of Drupal’s open source community andcontribute to its overall ecosystem.

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Open Web.

The movement towards using the web as a platform for variousapplications and technologies. Led by companies such as Skype, Google, and others,the individual web experience is becoming more open and customizable. GoingOnhas already integrated various services, such as Flickr and del.icio.us, for our users’individual profile pages and will continue to be an active participant and supporter of the Open Web.

Open Marketing.

Across all industries, customers are firmly in the driving seat. Withbrands increasingly under pressure to be more transparent and engaged withcustomers, blogging is empowering brands to have both an offensive and defensivemarketing strategy. GoingOn will be the active thought leader in Open Marketing.

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Open Management.

As the virtualization of the work force continues to be driven byalways-on technologies, executives will use participatory web sites to identify andbetter manage people, resources, initiatives, and ideas. GoingOn provides a robustsolution for these purposes.

Why the Market is Ready to GO

The market is being rapidly conditioned to understand and accept blogging, social networking,RSS, SMS and other technologies as new forms of communication and information access.These tools are becoming daily aspects of our personal and professional lives. Today, news

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and information sources are not limited to those with major media credentials, but people witha PC who hold relevant experience and knowledge. These are the new sources of “expertopinions” embraced or rejected by their online peers and readers.Millions of consumers are engaging in real-time conversations that influence markets, brandperception, and products, whether companies choose to participate in them or not. Rather than relying on traditional methods via e-mail, e-letters and static websites, which, at best,foster a one-to-one dialogue. Early-adopter businesses are using these technologies tobetter communicate with customers, harness customer feedback, and increase customer loyalty – all which impact the bottom line and win over competition.

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Proliferation of User-Generated Content

The Pew Internet & American Life Project found that 44% of U.S. Internet users havecontributed their thoughts and files to the online world, and Internet usage isprojected to grow at 20%-30% annually over the next few years. Another study foundthere are 1.25 million consumer postings per day.

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Phenomenal Growth of Blogging

Recently,Technoratireported that there were 37.3 million blogs in the U.S. while in2002 there were approximately 100,000 blogs. The blogosphere continues to doubleevery six months and is now over 60 times larger than it was 3 years ago. Amongadult Internet users (18 and over), 11% have visited blogs and 17% has postedwritten material on websites. Lastly, 2%-7% have created blogs and the number isgrowing.

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Popularity of Online Social Networks

Most people have experienced the explosion of online social networks from casualsites, such asFriendster andMySpace, to professional sites, such asLinkedinand Ecademy. Within a year of its launch, pioneering Friendster became the 76

rankedwebsite in the world in terms of traffic and has over 27 million users. MySpace is nowranked 6

globally in terms of traffic, Orkut is 48

, and Friendster still survives at 67

.In South Korea,Cyworldis an interactive blog service started two years ago thatrapidly grew to become the most visited site in Korea and top twenty worldwide.Cyworld has over 14 million users and generates over $200,000 per day. Professionalnetworks, such as Linkedin, have grown rapidly as people seek new methods of business and job referrals.

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Increase of Content Syndication and Aggregation from the Internet

The growth of RSS (Really Simple Syndication) usage by media companies, major Internet sites, and blogs are driving an even broader and deeper dependencytowards the Internet for news and information. On the other side, total newspaper circulation in the U.S. has been declining from over 60 million in 1990 to about 54million in 2003.A validation of RSS is Yahoo!’s recent integration of RSS feeds into its My Yahoo!Service. This sends out to over 25 million users the power of news over the Internet.The most popular sources are major news sites and blogs (i.e. The New York Times,BBC News, CNET News.com, Gizmodo, and Slashdot). Currently, 31% of blogs haveRSS feeds.

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Rapid Growth of Online Advertising

This year online advertising experience 35% growth, which was the largest increaseof any media sector. Jupiter Research projects the online advertising market to growfrom $6.6 billion in 2003 to $16.1 billion by 2009. One reason driving this growth is anincreased sophistication metrics, targeting technologies, and the success of innovative programs, such as Google’s Adwords.The market and people are being conditioned in several ways to understand andaccept blogging, social networking, SMSing and other new forms of communicationand information access. Today sources of news and information are not limited tothose with major media credentials, but people with a PC who hold relevantexperience and knowledge. These are the new sources of “expert opinions”

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