Professional Documents
Culture Documents
October 2000
1
Based on interviews with managers of multiple currently operating 700 ARS services. The information
was crosschecked through discussions with managers at Korea Telecom who confirmed the magnitude
of these numbers.
Our Advantage
HeyAnita Korea is the first significant mover in the Korean VIP market. By leveraging the
technical platform developed by HeyAnita Inc., we have gained a tremendous lead over other
start-ups that have announced entry. The basis of our advantage is as follows:
Our Technology
HeyAnita Korea’s voice technology and voice portal infrastructure were developed by the
founders of HeyAnita, a U.S. based company. The four technical founders departed from
Microsoft to develop a solution that solved many of the difficulties in voice browsing
technology.
• The user’s naturally spoken words are routed through a Dialogic board and digitalized
in preparation for the speech recognition process.
• The utterances contained in the user’s voice is broken down, identified, and sent to
the HeyAnita’s Natural Language Processor.
• All commands and relevant words are identified and sent to HeyAnita’s Manager and
Agent to begin the web search process and ad generation.
• Information is obtained or transaction is completed.
• A voice response or answer is provided to the user.
Server
HeyAnita User (HeyAnita)
Natural
Language
Interpretation
Ad Repository
(HeyAnita)
(HeyAnita)
Our Strategy
HeyAnita Korea’s strategy includes a 3-phased growth plan.
Phase 1: Branding the Voice Internet Portal concept: In this initial phase, HeyAnita aims
to build wide-reaching acceptance and familiarity for our voice technology through quality,
consumer-focused service. Our decision to initially pursue the B2C market is driven not only
by a need to brand the VIP concept but also due to the opportunity to immediately generate
revenues from user traffic (see “Our Business Model” section below for details).
Although our competitive advantage lies with our technology, we are well aware that
customers rarely realize or see the technology behind the services they experience.
Therefore, we will present our targeted consumers with services that provide a better method
of accessing information with unique and compelling applications, all within an entertaining
and enjoyable environment. Some of these services might be: news, weather, personal
information management (PIM), stock quotes, movie information, restaurant reviews, e-
commerce.
Phase 2: Enabling B2B market leaders and back-office systems: Within 6 months of
service launch, once the B2C market and consumers become familiar with voice recognition
services and functionality, we can effectively present our voice solutions to the corporate
market. With public acceptance already built, HeyAnita Korea will be able to quickly charge
fees for voice-enabling corporate clients. Our B2B strategy targets corporations and Internet
companies who want us to voice enable their products and websites and provide voice
capabilities for their customers.
Based on these revenue streams, our projections for the first 5 years of operation are:
Milestones
Mar 2000 Joint Venture agreement signed among Softbank, HeyAnita Inc., ThruNet,
Naray, and TriGem Ventures.
Jul 2000 Signed strategic alliances with 6 major content providers, including exclusive
deals with a major television/radio network, major newspaper/cable group, and leading
airline.
Oct 2000 Conducted controlled field tests and focus group interviews with version 2 of
applications
Nov 2000 Currently conducting general field tests with version 3 of applications.
Preceding his work with Daesun, he spent the majority of his professional career was with the
SK Group, the fourth largest conglomerate in Korea, composed of 33 operating companies
with US$6 billion in revenues. He was the Senior Strategic Advisor and Senior Managing
Director of SK’s steel, petroleum, mineral resources and chemical businesses. In 1985, he
was admitted to SK’s board of directors. During the same year, Joong Sam became
president of SK’s Hong Kong operations. As President, he paved the way for Korean firms to
enter the Chinese market by establishing the first Korean branch office in Beijing at a time
when there were no diplomatic relationships between the two countries. During his tenure in
Hong Kong and China, SK became the first Korean corporation to reach the export mark of
US$1 billion with China. In 1992, South Korea and China established diplomatic ties, and for
his economic and political contributions leading to this major event, Joong Sam was awarded
the Presidential Industrial Service Medal. He received his B.A. in Economics from
Sungkyunkwan University and completed the Advanced Management Program at the Seoul
National University.
Prior to joining McKinsey, Jae was a Principal Consultant for Oracle Corporation where he
served on business process reengineering and change management projects for both internal
and external customers. He also served on Oracle Consulting’s Worldwide Operations team
which developed and monitored market service strategies for the consulting divisions of key
international subsidiaries. Jae holds a B.A. in Human Biology and a M.A. in Organization
Development from Stanford University. He also holds a M.B.A. from the Kellogg Graduate
School of Management of Northwestern University.
Sue-Lynn is admitted to practice in the State of California, the District of Columbia, the State
of New York, and before the U.S. Court of International Trade and the U.S. Court of Appeals
for the Federal Circuit. She received her B.A., M.B.A., and J.D. degrees from The George
Washington University.
Our strength lies in our proprietary natural language interpretation and web agent technology.
HeyAnita’s Natural Language Interpreter allows the user to interface with our server in a
natural conversant manner.
Another great differentiator is our web agent. While our competitors’ data retrieval agent is
primarily limited to data repositories or mirror images of websites, HeyAnita’s agent can
access any information on the Internet. Our web agent can retrieve information from HTML,
XML, WML, or VoiceXML sites, while the majority of our competitors can only read VoiceXML
websites on the Internet. This provides an additional advantage since we do not have to
allocate resources and personnel to code information from our content partners into a
separate HeyAnita database. Furthermore, our technology ensures that once we voice-
enable a website, a constant XML feed is established so we do not have to manually recode
the connection to reflect each and every change made by our content partners on their
websites.
Our global network creates an open system environment where every HeyAnita entity shares
technical resources and applications with each other. If HeyAnita Japan creates a music
application that is applicable to HeyAnita Spain, then HeyAnita Spain could use that
application and cater it for the Spanish market. This forms a compelling intellectual and
technical network that provides us with an incredible advantage over our competitors.
Currently, there are a handful of competitors in Korea: Nettus, Voceweb, and Voiceware.com.
Each has its own strengths. However, headcount and capitalization for each one of these
entities is significantly less than HeyAnita Korea. Our technical advantages have been
confirmed by our current global partner, Softbank, and other top venture capital firms who
state we have a lead-time of 6 to 12 months.
As for speech recognition efforts that may remain latent in large chaebols, most are not
geared toward the telephone and were not intended to interface with the Internet or any other
large bodies of information. As such, even if these efforts were rekindled or accelerated, we
do not believe viable competition will emerge in the short term. With this lead-time intact,
HeyAnita should be able to develop a large and loyal user base with which to grow into future
phases of our strategy.
Korea’s culture encourages the rapid adoption of consumer and societal trends. This is
supported by patterns in industries that range from fashion to the extremely fast-growing
Internet market. The fact that Internet penetration in Korea could easily surpass that of the
U.S. and that broadband penetration could also grow faster than in the U.S.3 is attractive to
HeyAnita. Goldman Sachs projects 46% of Korean Internet users could have broadband
access by 2004, which is more than the 44% expected in the U.S. In another example,
Korean’s propensity to embrace useful technology is also evidenced by the dramatic growth
in online stock trading and wireless phone penetration. In view of these patterns, we believe
that Korea is a market that is ripe for our voice applications. We believe that Korea will
accept our efforts to change people’s lives by providing a more convenient and efficient way
to do daily tasks.
3
Goldman Sachs Global Equity Research, “Internet Korea”, May 19, 2000
As an early mover in the voice portal space, HeyAnita aims to create and nurture a new
medium for interactive communication, a medium that combines the power of the Internet, the
richness of broadcast and web content, and the convenience and penetration of basic
telephones. Through this new channel, compelling information will be pulled (i.e., requested)
by users as well as be pushed to them as necessary or desired. Development of this new
medium will provide users with a convenient means to access valued information and content
providers with a new channel through which they can reach their target audiences.
As this new channel is developed, HeyAnita will leverage this medium to provide valuable
services for (1) individual users who seek timely information as well as for (2) corporate
clients that desire effective deployment of their resources. With this new medium, individuals
who seek dynamic information will no longer need to be in front of a television set, radio, PC,
or newspaper. A simple phone call will allow them to access time-sensitive and convenience-
oriented information immediately, wherever and whenever they wish. Likewise, providers of
such information will find HeyAnita’s new integrated services as the single place through
which their rich content can be disseminated to a wide body of mobile and/or non-PC
accessing information seekers. Simply put, HeyAnita will create and provide a new
distribution channel for content providers such as television and radio networks, Internet
websites, and proprietary information providers (e.g., 700 ARS services).
Users of HeyAnita’s services will receive the basic services without charge from HeyAnita.
Unlike 700 ARS services currently in the market, HeyAnita’s services will be available to users
at the cost of a within-city phone call by accessing a single nationwide number. Availability of
services at no extra charge will drive widespread and rapid adoption of the voice portal
concept and HeyAnita’s services.
HeyAnita’s revenues will come from sponsors, content providers, and advertisers who desire
to leverage this voice portal medium as an additional channel to their current distribution
system. In addition, usage based revenues will be generated from the telephone network
carriers through revenue-sharing agreements that reward HeyAnita for building call traffic
through any one network.
HeyAnita’s enabling value proposition is its voice-driven interface technology. Through our
patent pending technology, HeyAnita will allow users to access information stored throughout
the Internet and/or intranet via the simplicity of an everyday telephone. By asking questions
in everyday spoken language, users will connect to a wide array of information and
immediately hear the requested information conveyed to them by voice. With this technology
platform, HeyAnita will seek to reach end consumers and soon migrate to providing voice-
enabling services to businesses.
Value to End Users: Leveraging this revolutionary voice interface technology, HeyAnita aims
to build a variety of services designed to provide our users with time-sensitive and
convenience-oriented information whenever and wherever they want it. Delivering on this
value proposition will enable individuals to access information they want and currently already
use without being tethered to the confines of an Internet connection or specialized receivers
such as a television or WAP-enabled handset. Our services will appeal to those individuals
who are “on the go”, to those who for whatever reason can not or do not wish to connect to
the internet via the PC, and to those who find the WAP’s keypad/screen interface
cumbersome to use.
Value to Content Providers: HeyAnita will provide a means to better leverage their current
investments in content development. For example, broadcast networks can leverage
HeyAnita to reach current viewers at times when they are not or can not be near a television
set or if they are not near one at the appropriate air time. Through HeyAnita, networks can
reach their viewers, at the viewers’ discretion, with the simplicity and ubiquity of the
telephone.
Value to Advertisers: The forging of content and users in a new medium will naturally create
additional opportunities for advertising. As such, HeyAnita will provide advertisers to use the
proven concepts of sponsorship promotions and jingle ads in our newly created medium to
promote their products and services. This not only benefits advertisers but also the content
providers who can leverage relationships they currently hold with advertisers in traditional
media such as television, radio, print press, and the Internet.
Value to Business Partners: In addition, HeyAnita will quickly transform into an Application
Services Provider working to enable B2B solutions to client organizations. Voice-enabling
Internet or ARS services of leading players will provide competitive differentiation while doing
so for players who have fallen behind with a crucial platform to “leap frog” ahead of the
competition. Such voice-enabling efforts will be targeted to businesses whose user base are
large and/or demand high frequency of contact with the business organization.
Value to Telecommunication Carriers: As HeyAnita builds its user base on the merits of its
convenient and easy-to-use interface and the richness of its content, carriers such as Korea
Telecom may find significant value in us as builders of network traffic. Such traffic will be
important for carriers as serve as meaningful assistance in their ever-present fight against
poor capacity utilization.
To deliver this value proposition, HeyAnita is designed as a one-stop shop for those in need of
time-sensitive or convenience-oriented information while “on the go.” HeyAnita is also
designed to become the information provider of choice for those who cannot or choose not to
turn to PCs for their information needs. We, along with our content partners, will drive this
business by offering voice-enabled services that allow users to easily and quickly:
• Obtain time-sensitive information such as latest news, weather, and stock quotes
In order to provide compelling content through our technology, HeyAnita will partner with the
best-in-class content providers in each category of services we provide. By leveraging
content that has already been branded and thus widely recognized by the user base,
HeyAnita will be able to quickly establish itself as the voice portal of choice.
700 ARS services: Although official accounts are not recorded, interviews with industry
operators indicate that Korea currently has more than 4 million users of 700 ARS services
seeking a wide variety of information ranging from the daily horoscope to traffic information to
weather (note: these figures do not include users of pornographic services).4 These services
offer pre-recorded information that can be retrieved through a multi-layer telephone keypad
interface. In total, these users generate some 500 million won in revenues per year by paying
fees ranging from 50 won per 30 seconds up to more than 100 won per 30 seconds. These
fees are in addition to the telephone connection fees charged by the network carriers.
However, market research reveals that nearly 40% of users are not satisfied with the current
services offered. In fact, less than 20% of users find the services satisfactory. The primary
reasons for these negative responses are that the services are expensive (55%), require too
much time to retrieve (34%), and complicated to use (14%).5
HeyAnita resolves all three main complaints. Our services do not charge any extra fees
beyond the normal toll required for connection. Second, with HeyAnita’s proprietary server
technology, response to information requests requires less than 1 second. Finally, with
HeyAnita’s easy-to-use natural language interface, users will be able to access information by
simply asking for it.
WAP services: Our market research indicates that only about 1% of respondents currently
view WAP services (such as SK Telecom’s n-top or LG Telecom’s EZ Web) as good sources
of information. Focus group interviews show that the major reasons for negative views of
WAP services range from the lack of content to the cumbersome keypad interface to the lack
of ease in viewing retrieved information on a handset’s tiny LCD screen.
HeyAnita will be able to secure and provide a wide variety of content not only because of the
merits of the new voice portal medium but also because content providers will not re required
to reformat their existing content. Without the additional labor required to transfer traditional
4
Base on interviews with managers of multiple currently operating 700 ARS services. The information
was crosschecked through discussions with managers at Korea Telecom who confirmed the magnitude
of these numbers.
5
Quantitative research with individual respondents recorded unprompted responses to the question
“What makes you view these services as unsatisfactory?”
E. Revenue Streams
Revenue sharing with telcos: During the first few years of operation, this stream comprises
more than 50% of HeyAnita’s total revenues. While we will not charge usage fees to end
users, HeyAnita will directly gain revenues from the user traffic we generate. This is
accomplished through revenue-sharing agreements with major telcos; with these agreements,
HeyAnita will command a significant percentage of connection fees earned by carriers from
the network traffic produced by HeyAnita’s services.
Sponsorship and advertising fees: HeyAnita will find exclusive sponsors for each of its
major and minor service nodes. These sponsors will pay for priority listing on the HeyAnita
property. In addition, HeyAnita will compile demographic information of our users (based on
information sought by the user and/or on information provided when the user registers for a
free account). This information will be used to sell advertising on each of our service nodes.
(Note: to reflect the current market sentiments about advertising revenues, our business model shows zero
inflow during 2000 and 2001 from this source.)
F. Distribution
HeyAnita’s strategy is to quickly secure wide adoption of our technology and services. As
such, our plans for distribution are comprised of several key components.
Co-market with content partners: By leveraging the marketing power of our key content
partners (e.g., broadcast networks, news organizations, and leading Internet websites),
HeyAnita will quickly reach a wide range of users. Furthermore, co-branding with these
familiar content providers will ensure build-up of much needed validation of the information
made available through HeyAnita’s services.
Product placements with media/entertainment partners: HeyAnita will work with its
domestic and international media/entertainment partners to include its services in current
popular television and radio programming as well as upcoming movie productions. Because
a major portion of HeyAnita’s initial target population is young (teens and twenties), such
placements will help drive mass acceptance of the new voice portal medium as well as to
brand HeyAnita the service provider of choice.
Traditional and non-traditional marketing: HeyAnita will pursue a variety of low-cost, high-
impact marketing efforts to build our user base. Efforts such as workplace marketing (to
In-kind trades of advertising with other Internet businesses: HeyAnita will seek and
secure advertising deals with Internet businesses that serve our target audiences. By
carefully selecting leaders in Korea’s quickly growing Internet industry, these agreements will
generate traffic to our voice portal.
End Users: Focus groups and quantitative market surveys conducted with more than a
nation-wide sample of respondents (n=1000) strongly suggest that HeyAnita will be well
received by end users. Nearly 70% of respondents indicated that they would use the services
of HeyAnita.6 When probed to explain the basis for their intent to use, the following
information surfaced:
• 63% of respondents viewed HeyAnita’s services as a very quick and simple means to
access information
• 68% of respondents cite the fact that they will need to remember only one telephone
number as an attractive feature of HeyAnita’s services
• 66% of respondents viewed HeyAnita’s plan to not charge additional fees for its
services as a strong benefit
• 56% of respondents indicate that they would be willing to pay more than 5,000 won
per month for these types of services. (31% would pay more than 10,000 won per
month and 12% would pay more than 15,000 won per month)
Content Providers: Based on our contact experiences thus far, we believe that most content
providers will be very positive about HeyAnita. All established businesses, including
television networks and newspapers, view HeyAnita as a new distribution medium of
enormous potential. All established Internet businesses contacted to date have generated
positive responses with desire to establish long-term contracts.
Telcos: HeyAnita has already secured a strategic relationship with Korea Telecom to share
usage revenues resulting from call traffic generated by HeyAnita. As a carrier with large
amounts of excess capacity, HeyAnita represents a significant opportunity to improve capacity
utilization.
In addition, discussions are underway to strike similar deals with several of the wireless
carriers in Korea. Due to the various competitive situations of each carrier, immediate
relationships with certain organizations make sense while others do not.
HeyAnita will face competition from a number of sources, with each reacting to our launch in
different ways. We view immediate competition to come from:
6
Our market research measured intent to use via a 5-point scale (standard market research approach).
The percentage of respondents indicating 4 or 5 is interpreted as being interested in using the service
(also standard market research technique).
Other voice portal entrants: Over recent months, several newly created organizations have
announced their intent to enter into the voice portal space. Most of these entities are smaller
in size (teams ranging from 2 to 7 members) and poorly capitalized (investment base ranging
from 10 million to 100 million won).
On the technology front, while some of these ventures possess some proprietary technology,
most are based on TTS (text-to-speech) programs. As such, their appeal to end users are
likely to be severely limited since most people indicate “machine-like” voice as a major cause
for dissatisfaction with this new type of service. HeyAnita’s natural language capabilities
surpass most if not all competitors we have researched.
Internet portals extending into this space: Similar to our assessment of other voice portal
entrants, we view Internet portals such as Daum as a longer-term issue. The leading Internet
portals have partnered with voice-enabling partners who are smaller and much further behind
in technology development than HeyAnita. Although the entry of Internet portals into this
space may grow into a significant threat in 2 years, their voice-enabling partners must make
much progress before they can launch viable services that can compete directly with
HeyAnita. Until then, HeyAnita plans to push aggressively to build its own user base.
Furthermore, with our global strategic alliance agreement with Softbank, HeyAnita is confident
that long-term strategic directions between the Internet powerhouse and us will be
complementary.
WAP service providers: At present, adoption of WAP services has been slow, in part due to
the low adoption of expensive WAP-capable handsets, lack of diverse content, as well as the
cumbersome keyboard interface. However, all wireless carriers are pushing aggressively to
develop these services. Based on consumer research, individual users are likely to side with
voice-driven technology rather than with WAP. The same holds true for content providers who
must drastically alter their HTML-based content into special WML format in order to work with
WAP services.
HeyAnita will continue to monitor the pace of adoption of WAP services and, if warranted,
seek near-term ways to collaborate/cooperate with providers. Until then, HeyAnita will pursue
building its user base of wireless and wireline users with our value propositions of “simple to
use” and “no special handsets required.”
HeyAnita Korea is divided into three primary areas: technology, business development &
marketing, and operations.
BUSINESS
DEVELOPMEN
TECHNOLOGY T& OPERATIONS
MARKETING
Team Members
The successful execution of HeyAnita Korea does not solely rest upon our technical
advantages or the executive management team, but on the quality of our overall team. We
believe we have assembled an outstanding team with relevant experience from top firms
within Korea and worldwide. Here are only a few of our 53 current team members:
Phase 1: During October of 2000, HeyAnita will launch with a limited set of services that carry
wide appeal to individual users from throughout Korea. With these initial services and
additional service lines that we plan to launch on a monthly basis, we anticipate a user base
of 300,000 growing rapidly to more than a million.
Phase 2: This focus on consumer services will serve to brand the voice portal concept as
well as the voice-recognition technology. However, once this initial branding is underway, we
will quickly move to voice-enable business partners. With consumers educated to use and
accept this new method of interaction, HeyAnita will assist business entities to identify
opportunities to fully leverage this new technology. Some potential areas on Phase 2
opportunities are voice-enabling large Internet and/or intranet websites and call centers.
Timing for our move into phase 2 is within 6 months of service launch. By year 2 of
operations, ASP will be a significant stream of revenues.
Phase 3: Providing English services in Korea as well to provide Korean services in other
countries will be a phase 3 objective. By leveraging HeyAnita’s global network of services,
the Korean operations will be able to quickly serve the English-speaking communities in
Korea as well as the Korean speaking communities outside of Korea. These satellite
populations offer significant opportunities for revenues and global branding. Provision of this
aspect of our services will likely begin within 6 to 9 months of launch.
In the longer term, HeyAnita aspires to work with leading R&D facilities to provide voice-
recognition technology for applications for things such as appliances, buildings, and
automobiles.
Our business model shows strong operating results and market valuations. To discuss
HeyAnita Korea’s financial prospects, this section covers the following:
A. Operating results
B. Required capital
C. Market valuation (multiple methods)
A. Operating Results
The management team at HeyAnita Korea has taken a very conservative approach to
estimating our financial performance. We have erred on the side of overestimating costs and
underestimating revenues.
Projected Revenues
Usage Revenue
• Average Calls per User: Each user is estimated to call the service once per
workday (i.e., about 20 calls per month decreasing to 15 by July 2003).
• Usage Revenue Sharing %: Our signed agreement with Korea Telecom entitles
HeyAnita Korea to a significant percentage of airtime revenues generated by
HeyAnita callers for both inbound and outbound calls. Specifics of our agreement
can be disclosed by HeyAnita Korea to potential investors when appropriate.
• Ad Frequency per Minute: The number of ads per minute was conservatively
estimated at 1 per minute. Considering that the maximum length per jingle ad is 4
seconds, we believe that users will not be deterred from using our service when less
than 7% of their time on HeyAnita is spent listening to jingle ads.
• Usage Minutes: This is a calculation based on Users, Average Call Length, and
Average Calls per User per month.
• CPM (Cost per 1000 Impressions): An unconfirmed benchmark that we used for
CPM is Yahoo! in the United States. The CPM for a mid-sized banner is US$50. In
the beginning stages, we plan to give advertisers free advertising for the first 4
operational months. Once we establish a strong user base, we plan to start charging
our advertisers. Charging only 7,000 KRW (approx. US$6.25) for monthly CPM is a
conservative estimate. We have shown two different CPM for smart advertising and
blind advertising. An example of smart advertising would be beef jerky and beer ads
on our sports node. An example of dumb advertising is selling diapers on our sports
node or making diaper ads a general ad that is heard throughout our portal.
• Ad revenue is capped at the amount companies are willing to pay and the
number of companies that are willing to advertise. We assumed that we would
be able to sign up 30 advertisers initially and charge an initial advertising price of
5,000,000 KRW to each advertiser. We were conservative on the initial advertising
price because Korean advertisers are reluctant to pay so much to try a new, unproven
advertising method. Additionally, we need to consider how many advertisers can
convey their brand or their message in less than 5 seconds. Therefore, this is the
amount that ad revenue is capped at.
• Nodes: This is the number of nodes/services that HeyAnita Korea will be offering.
• Node price: This is the average price that we think we can charge per node. We
believe that our node sponsorship will vary greatly depending on user traffic and the
demographic profile of the node users. Once we determine the timing of when
specific nodes will be rolled out and the demand for such specific nodes, we will be
better able to price the individual nodes.
• Special node: This is the top node that all users will hear as an introduction to
HeyAnita when they call.
• Special node price: We believe that we will be able to charge a premium for this
special node because every time a user calls in, they will be exposed to this special
node.
V-Commerce Revenue
• V-Commerce Call (%): We need to get a figure here. We are in process of firming
up this number by comparing click-throughs from Internet portals into e-commerce
sites. As an initial base, we begin with 0.025% initially slowly ramping up to 1%
toward the end of 2004.
• V-Commerce Calls: This is the product of V-Commerce Call % and the total number
of calls per month.
• Average Transaction Value: This is the average value of the transactions that we
expect to be completed on the HeyAnita system. We believe that the average
transaction value can be higher because we plan to enable higher priced ticket items
related to travel reservations and stock trades. The current calculations are based on
an average transaction value of 30,000 won until July 2002 increasing to 50,000 won
thereafter.
• V-Commerce Revenue Sharing (%): This is the % of each transaction we are in the
process of negotiating as commission from vendors that will sell their goods and
services through HeyAnita.
• Share Revenue per Call (KRW): This is the product of Average Transaction Value
and V-Commerce Revenue Sharing (%).
• This revenue stream is a product of service fees and the number of clients we
acquire. We are still in the process of tuning the projections of this revenue stream.
As with other current ASPs, we believe that we can charge an installation fee and a
monthly service fee. At present, we estimate an initial service fee of 100 million won
and an average hosting fee of 3.7 million won per month per client with a client base
beginning from 1 ramping up to 42 aggregate clients by 2004. As the potential for this
market gains recognition, a wider pool of corporate clients will emerge.
Leasing Payments
• In conjunction with Compaq, HeyAnita Korea will lease a large portion of its hardware
needs. As such, capital equipment will be covered through lease expenses rather
than cash-based capital outlays.
Marketing
• As mentioned in the earlier description of our distribution strategy (please see section
on “Overview of Business Concept”), HeyAnita Korea will seek to brand both the VIP
concept in Korea as well as to brand our unique services.
• Also included in the marketing component of our expenses is a flexible budget that
will allow us to leverage a variety of marketing resources including effective television
advertising. A large portion of our marketing expenditure will be used for promotional
efforts such as contests.
Personnel
• Based on these assumptions, we estimate that HeyAnita Korea will incur the above-
listed personnel costs in order to build the desired team.
• G&A covers a variety of expense categories including: insurance for fire, casualty,
and loss; utilities; professional services fees for legal and accounting assistance; as
well as fees for building security services.
Infrastructure
• This component covers expenses for the IT infrastructure required for our staff and
offices, including E1 lines and digital telephone lines.
We project that HeyAnita will achieve cash break-even by January 2002. Cash drains during
the first year are primarily due to investments in hardware required to service a growing user
base, marketing, and personnel.
Although DCF may not be appropriate for valuing “New Economy” startups, for
comparison purposes, we have calculated a DCF valuation based on the
assumptions used to forecast our cashflows. Furthermore, we assumed a relative
high discount rate of 25% in order to account for the increased risk associated with
this venture. Based on a 10-year projection of free cash flows7, we estimate a value
of 108 billion won.
7
We based our DCF analysis on 5 years of explicit forecast (shown in the Cash Flow table above)
PLUS 5 additional years projected via revenue increases of 8% per annum to reflect a 6% inflation rate
and a 2% growth rate. All costs increased in proportion to revenues.
JoAnn was recruited by AUNET in August 1999 to broaden the scope and reach of its
Internet-centric offerings and make AUNET a leading Pan-Asian Internet solutions company.
JoAnn has 24 years of experience in telecommunications, broad management expertise, and
a track record of growing global businesses and championing innovation. Before being
recruited by AUNET, she was president and CEO, AT&T Asia/Pacific, responsible for AT&T's
multi-billion dollar business throughout the region. Before that, she was president of AT&T
Online Services, Asia/Pacific. In Asia/Pacific, she drove the development of AT&T's regional
Internet business, including groundbreaking Internet telephony, electronic commerce and
global clearinghouse services. She also served as chairman of AT&T Jens, a joint venture
between AT&T and 25 Japanese corporations. In the early 1990s, she led the acquisition and
establishment of AT&T's global messaging service.
JoAnn graduated from Bucknell University in 1975 with a B.A. in Economics. A Sloan Fellow,
she received her M.B.A. from Stanford University Graduate School of Business in 1988 and
serves on the Graduate School of Business Advisory Council. She has been a frequent
presenter at conferences and industry events, including Internet World, the Asia Pacific
Economic Council (APEC) and the Pacific Basin Economic Council (PBEC).
Eliot Kang
CEO & Founder of Kang & Lee Advertising
Eliot Kang, CEO and founder of Kang & Lee Advertising, is considered one of the leading
authorities and innovators in the Asian American market. Kang & Lee Advertising was
established in 1985 and has grown to be the largest full-service marketing communications
company linking corporate America to the Asian-American marketplace, as well as the
Russian and Polish community. With 1999 capitalized billing of $80 million, Kang & Lee
Advertising is a member of the Young & Rubicam, Inc. family of companies. Kang & Lee
Advertising provides unique solutions for its blue chip clients including, among others, AT&T,
Bank of America, Prudential, Sears, Roebuck & Co, Seagram Americas, Shiseido Cosmetics,
The New York Times, The United States Postal Service, U.S. Census 2000, and others.
In the past 15 years, as one of the pioneers in multicultural marketing, Eliot was the recipient
of numerous awards, including, Asian Business League’s Entrepreneur of the Year for his
achievements and contribution to the Asian American business community, Crain's New
York's "40 Under 40”, Asian Businessman's Award by the Mayor of New York City. He was
also selected as one of the most influential Asian-Americans of the decade by A-magazine.
He holds a B.A. in Social Psychology from Cornell University.
Prior to MasterCard, K.B. was Senior Executive Managing Director of Dongbu Group, a major
industrial conglomerate in Korea. His responsibilities included the formulation and execution
of business strategies for the finance subsidiaries of the Dongbu Group including life
insurance, securities, mutual savings bank and venture capital. He began at Dongbu as
President & CEO of Dongbu America Inc. Prior to Dongbu, he was Executive Director of
Amex Asia Ltd. H.K., a merchant bank subsidiary of Shearson Lehman and American Express
Bank. Prior to Amex Asia, he was a Vice President at Bankers Trust. He holds a B.A. from
Seoul National University, a M.B.A. from New York University, and a Ph.D. in Business
Administration from Inha University.
Si-Bok Kim
Professor, Graduate School of Pan-Pacific International at KyungHee University
Si-Bok Kim is currently a professor at the Graduate School of Pan-Pacific International
Studies at KyungHee University. Prior to KyungHee University, he was the 2nd Special
Assistant to the Director at the Agency of National Security Planning where he was
responsible for domestic media policy and international public relations. In addition to his
experience at the Agency of National Security Planning, he served in numerous key positions
in government throughout his career. He was Vice Minister at the Ministry of Patriots &
Veterans Affairs, Secretary to the President for Political Affairs, Senior Public Officer at the
Ministry of Public Information in Japan, and was the Spokesman at the Ministry of Education.
Si-Bok began his career at the HanKook Ilbo, one of Korea’s top daily newspapers, where he
worked for 15 years as a reporter. Si-Bok received his B.S. from Korea University’s College
of Law, M.A from Seoul National University in Journalism, and completed post-graduate
studies at the College of Newspaper at Keio University in Japan.
Keum-Chan Whang
Dean, Graduate School of Engineering at Yonsei University
Keum-Chan Whang is Dean of The Graduate School of Engineering and a Professor of
Electrical and Computer Engineering at Yonsei University. He has had an illustrious and
active career in academia, telecommunications, and technology. Prior to becoming Dean,
Keum-Chan served as R&D Director of Yonsei’s Radio Communication Research Center. He
also served as the Vice-Chair of the Acoustic Society of Korea. Beyond his duties as Dean,
he is currently the Managing Director of the Qualcomm-Yonsei Research Lab. For the
government, he has numerous responsibilities such as being a member of the Radio Wave
Application Committee, a member of the Korea Information & Communication Standardization
Committee, an advisor for the Ministry of Information and Communication’s technology fund,
and a director of ABEEK (Accreditation Board for Engineering of Korea). Keum-Chan is
President of the Korean Institute of Communication Sciences, an organization committed to
the progress and development of wireless and network technology and communication
theory. He received a B.S. from Yonsei University in Electrical Engineering and his M.S. and
Ph.D. in Electrical Engineering from the Polytechnic Institute of New York.