Business Plan of EST Computers

B USINESS P LAN
EXECUT IVE SUMMARY This Business pla n is t o highlig ht our new div ision s presence in t he computer s ha rdwa re industry. It w ill look to the Vis ion, m ission, goa ls, object ives, strength, weakness, opport unity & threat t o t he orga nizat ion. It w ill present the fut ure four qua rter strateg ic plan of the divis ion in terms of P roduct specification, Bra nd m anagement , Bra nd awareness, Ma rket sha re & and its profitability. This docum ent g ives us t he clea r unde rstanding of our g oals and its strategic ways to a chieve it. We have documented our presence ma rket condit ion and our fut ure stretch by projecting our t argets.

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Introduc tion EST Com pute rs is a new ent rant of well established a nd esteemed Organizat io n EST C orporat ions. It has ventured int o the com pute r manufa cturing bus iness wit h the object ive of se rving the customer w ith best products. Its miss ion is t o be a world lea der in computer m anufact uring through consta nt innovation and by delivering the best custome r ex perience in the m arkets. I n te rms of core compete ncy our st rengths include g ood consiste nt qua lit ies of products a nd strong w ork force a nd strong media cam paign. Compute r hardware segment is new opportunity to dive rsify t he business and to increase the stakeholder s va lue. This is a fastest g row ing com pute r market. The re are five diffe rent consumer seg ments viz, Innovat ors , Work horse, C ost Cutters, Me rce des and Trave lers bas ed on the ir requirement of product dime nsions, t heir professiona l re quire ment and price. The re are four othe r compet itors w ho a re new ent rant and divers ified int o t his segment at a sam e time. The ma rket is ope ned at USA , Europe, Ca nada , Braz il & China wit h diffe rent types of customer requirement.

Our Motto

Vision 'We bring go od things to life'. Mission To provide maximum value to o ur cus tomers through s tate of the ar t produ cts, exceptio nal pr odu ct quality and afte r sales s uppor t Goal To have rea ched the marke t leader in the e n tire five segment.

Objectives To a chieve bigger market s hare.

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Current Position
Brands Based o n marke t resea rch rep ort and inter na l discussion we had decided to e nter with following b rands into the ea ch segment. y Crystal Give small descriptio n a bou t the prod ucts & its attribu tes Imprezza Give small descriptio n a bou t the prod ucts & its attribu tes Tyco on T1 Give small descriptio n a bou t the prod ucts & its attribu tes Workmate W 1 Give small descriptio n a bou t the prod ucts & its attribu tes

y

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Market Share EST compute rs h ave o ccupied a major marke t sha re although it s very initial period to con clude anything. We with o ur a ppro priate pr odu cts have successf ully done our tes t marketing with comp uter a ttribu tes , adver ti sements, price and service. Due to o ur understanding of marke t we are occupying m aximum area in to tal marke t s hare pie of Micro compu ter. We are h olding 3 1% marke t share an d our nearest competi tor (Hewlett Packard) are a t 24%.

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B USINESS P LAN

Following are the marke t s hare of the above segments. Segment EST Compute rs Oracle Hewlett Packard Cost-cutter Innovato r Mercedes Traveler Work Horse 55% 13% 12% 51% 28% 1% 32% 29% 0% 24% 35% 20% 30% 32% 15%

Panache Computers 8% 18% 13% 0% 26%

Pioneer Business Machine 0% 14% 13% 15% 5%

Target Market As our mission is to increase the s takeholder s value we ha d targeted Traveler and Innovato rs segment. From the a bove figure it is evident that our Cost-c utter, Tr aveler and Work-Ho rse positioned itself successfully amo ng the com petitors. Market share in firs t segmen t-(Tr aveler) = 51 % Market share in se con d segment-(Innova tor) =13% So average market share in target segment= (13+5 1)/2=3 2%

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B USINESS P LAN
Our Position by Balance Score card y y The to tal busines s per forman ce on the balan ce s core card of ES T Comp uters is 7.15. Total Business Performan ce = 1 7.84 * 0.33 * 0.73 * 1.9 0 * 0.9 0 = 7.1 5 Financial per forman ce=17. 84 Market perfo rmance= 0.33 Marketing ef fectiveness=0.73 Investment in fu ture= 1.90 Wealth=0.90 Till date we have scored the highest on the B alance S core card compared to our competi tors.

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Our Presence Till date we have 9 sales of fices in 5 differen t regions of the world. They areUnited Canada Brazil Euro pe China States G uang z hou New Yo rk Toro nto Rio de Berlin Janeiro Los-Angele s Sao Paol o Lond on Beijing

Performance Evalua tion
Marketing e ffectiv eness y Brand Judgment-(Innovator and t ravele r) On brand judgmen t Imprez za s core 6 5 which mean th at it is no t u p to the mark of cus tomer expecta tion. HP Innova (H ewlett Pa ckard) leading with score 77. Accou nting, Ma nufa ctu ring control s oftw are and 1 9 high resolu tion monitor for desk to p need to in clude in Imprezza spe cificati on. It also ca ter Mer cedes segment. M oreover our se conda ry target br and is Traveler. Tyco on1 of traveler is above the expectatio n of cons umer an d on bran d ju dgment parameter it scored 81. Its neares t compe tito r is Pionee r X-Sleek (Pioneer B usiness Machine) with 7 5 score. AD Judgment-( Innovator and travele r) Imprezza ra ting sur passed every o ther bra nd presen t in the market. It scored 7 5. We believed in no t less and n ot too many attribu te in any Ad Same case h appene d with Traveler. It s core d 70 an d its neaest competi tor is X-Sleek which is at 72. Average brand in target segmentSegment 1 : Inn ovator 65 Page 6

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B USINESS P LAN
Segment 2 : traveler 81 So average= (65+ 81)/2= 73 Average AD in target segmentSegment 1 : Inn ovator 75 Segment 2 : traveler 70 So average= (75+ 70)/2= 72.5 Now Marke t Effectiveness= [73/ 100+ 72.5)/ 1 00]/2= 0.727

Market Performance Average market sha re in targe t segments/ 10 0 Segment 1 : Cos t Cu tter 5 5% Segment 2 : Inn ovators 13% Segment 3 : Merce des 1 2% Segment 4 : W ork Hor se 2 8% Segment 5 : Traveler 51% Being our primary target segment In novator received only 13% market share whereas se cond ary target segment Traveler blow the market with 5 1% sh are. We sold 4 87 units of Imprezza an d 1 12 5 u nit of Tyco on T1. We had sales o ffice established in US, Brazil a nd Eur ope. Several other compa nies were als o base d in Euro pe an d US. In Berlin o ur lone competi tor is Pioneer Business Ma chine. In Sao Paolo (Bra zil) we are alone enjoying the mar ket. Ou r sales for ce was designed to create a str ong prese nce in all o ur targete d r egions. We are planning to open more sales office in coming qua rters. And a ccordingly in crease our sales f orce. In market per forman ce our nearest competi tors are Hewlett Pa ckard and Pana che Computers.

Financia l Performance Formula: (Oper ating p rofit from curren t o per ations/revenue)* 100 So Fina ncial per forman ce ( EOQ 4) = (1 37 562 2 /7712 57 5)*10 0=1 7.83 It shows that how well the executive team h as been able to crea te profits for its sha reholders. Nega tive numbers are u ndesirable an d p ositive numbe rs indicate crea tion of profi ts a nd large number is al ways be tte r. So EST Computer is capa ble to b uild share holders co nfidence.

Future P lanning
R& D Plan in future Quarter s In Quarter 5,, based on o ur prese nt SWOT analysis we have de cided that we will invest in s treng thening our positio n in the Work Ho rse, Cos t cutter segment. We are curren tly the market leader in the Cost Cu tter segment with a 55 % market share and in the Work Horse segment we have a 28 % market s hare, w here again we a re the leader. The o ther segment where we will invest is the innova tors segment where w e have a 13 % market share an d we believe with innova tive pr odu ct fea tures which ap peal Page 7

B USINESS P LAN
to o ur customers we ca n gain on our mar ket share a nd also i t aligns well with our strategy of being a high margin player as cu rren tly in the Innova tors segment ou r produ ct Imprez za enj oys a 4 3% gross margin which is second o nly to our pr odu ct tycoon which caters to the Work Horse Segment. This will also provide us a platfo rm to en te r into the Mer cedes Segment Q uarter 6 onwa r ds. R&D Featur e 23" high r esolut ion monitor for desktop Plug and play de sign (easy set up) Total Invest ment R&D co st 2,0 46 ,6 50 2,1 31 ,9 27 4,1 78 ,5 77 Quarter available for design into new b rands 6 6 Material Cost 640 670

We have cho sen to invest in the high res olution monito r f or the desk top be caus e that is one of the mos t impor tant need of the customers in the inn ovative segment , where they can have fas t access to graphi ca l images an d this is share d by customers in the Merce des segment, similarly by investin g in plug a nd play design we can meet the needs of bo th the w ork h orse a nd the cos t cu tter segment. We h ave also decided to invest heavily so that our pr odu cts are available i n the 6 t h Q uarte r itself. In Quarter 6, o ur plan is to invest in at le ast 4 pr ojects; we pla n to a chieve this assuming that o ur R& D depar tments wo uld have s caled up with more e ngineering staf f being available to us. In qua rter 6 o ur R &D fo cus will shift ba ck to ou r Traveler Segment, we will also invest in new pr ocess or te chn ology which will give us an edge i n both the Innova tor a nd the Mercede s S egment, we will also inves t in s oftw are tech nology f or our Cos t cu tter an d Wo rk horse segment which will be rea dy f or implementation in Quar ter 7 R&D Featur e Stylish rugged portable design Office softwa re-wo rd, spreadsheet s - new relea se Ultra h igh performanc e processo r Ultra h igh performanc e processo r Total Invest ment R&D co st 1,2 95 ,9 31 1,2 95 ,9 31 Quarter available for design into new b rands 7 8 Material Cost 95 64

2,2 46 ,2 80 1,7 27 ,9 07 7,65 2,96 1

7 7

670 170

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In quarter 7 o ur R&D plan is to give a p us h an d develop fea tures in our produ cts which are curren tly lagging to s tay ahead o f the competitio n. We will f ocus on all the segments in Quar ter 7 to ensure we have ma ximum market share , by Qtr 7 we also plan to have sales offices a cross all cities , this is an importa nt par t of our stra tegy, we believe by having s ales of fices acr oss all ci ties, we can have co nsiderable advantage over our competitors and by offering custom ers the lates t te chnology we will be the n o 1 choice for our customers which will result in maxim mum marke t s hare a n d profitability for us. R&D Featur e Quarter available for design into new brands 8 8 8 8 8 8 R&D co st Material Co st

DVD r ead/write dr ive, high speed, capacity High comfort keyboard with w ri st rest Miniaturi zed cir cuitry to reduce PC s ize UPS (uninte rruptibl e power supply) Long-life batte ry for portable Windows upgrade for professionals w ith high secur ity prote ct Total Invest ment

2,4 16 ,1 84 909 ,6 22 1,5 91 ,8 39 994 ,8 99 1,2 79 ,1 56 2,0 46 ,6 50

130 52 105 86 19 170

9,23 8,35 0

AD Designs Currently in Quar ter 4 , this is h ow our Ad copy judgment sco re looks like. Our Ads have been re ceived well in the Traveler seg ment, The W ork horse segment an d one of the Ads placed in the in novator segment (Imprezza 1) has been well received. Our curren t a rea of con cern is the Cos t cu tter se gment. Going forward our stra tegy is to develo p multiple ads with differen t pr odu ct features being highlighted in them, as in the case of the Imprezz a Ad where we had two different ads prod uced , ea ch highlighting different featu res, this has helped u s i n highlighting more of o ur prod uct fe atures an d un dersta nding clearly wha t impresses o u r customers, we will be employing the sam e str ategy for ou r cos t cu tter segment to narrow down on pr odu ct features whi ch app eal to our customers. For Quar ter 5 , we will take ba ck the Impre zza AD1 , an d launch 2 new ads f or the cost cu tter segmen t; we will also laun ch a n ew ad f or the traveler segment. In qu arter 6 we will have new pro duct featu res f or our produ cts in the Innova tor , W ork horse and cost cutter segment, whi ch we will feature. In quar ter 7 o ur Traveler segment will see Page 9

B USINESS P LAN
new ads highlighting the new fea tures an d bra nds, Q uarter 8 will see majo r push o n across all segments with new a ds.

Cost for dev elop ing/Revis ing Ads
Qtr 5 Number of new o r Redesigned Ads Design R evis ion Cost/ Ad Total Ad des ign/ Revis ion Cost 3 $30 ,0 00 $90 ,0 00 Qtr 6 3 $30 ,0 00 $90 ,0 00 Qtr 7 4 $30 ,0 00 $12 0,000 Qtr 8 3 $30 ,0 00 $90 ,0 00

Local Ad Plac ement Frequency . QTR 5
Our stra tegy is to s tick with the Local ads f o r the marke t in US, Euro pe a nd Canada. What we believe is tha t these markets are cr itical f or the s uccess of our company a t the same time the compe tition is fier ce in these marke ts, s o by having a local ad campaig n we may be paying a higher cos t bu t we will b e able to target the right customers and be able to prese nt our bra nds m ore clearly in th e minds o f o ur cus tomers. United States Co st 12 000 80 00 Workm ate W1 4 2 Tyc oon 5 2 Cry stal 4 2 Impr ezza 4 2 T otal 1 7 8 TOTAL COST $ 176 ,4 38 $ 59,71 6 $ 236 ,1 54

City New York Los Angeles

Canada Co st 35 00 Workm ate W1 2 Tyc oon 2 Cry stal 2 Impr ezza 2 T otal 8 TOTAL COST $ 26,12 4 $ 26,12 4

City Toro nto

Europe Co st 60 00 70 Workm ate W1 5 5 Tyc oon 5 5 Cry stal 5 5 Impr ezza 3 3 T otal 1 8 1 TOTAL COST $ 92,74 7 $ Page 10

City Berlin Lond on

B USINESS P LAN
00 8 108 ,2 06 $ 200 ,9 53

TOTAL COST FOR LO CAL AD PLA CME NT: $ 4 6 3,23 1

Regional Ad Placemen t QTR 5.
For the Chinese a nd the Bra zilian market we have decided to go a head with Regiona l Advertizing, this is be cause these markets are co nsiderably smaller an d have similar needs; Regional advertising will give us the best return for our adver tising investmen ts in these markets.

China
Num ber of ti m es ad shoul d r un i n m ar ket Wor k Tyc Cr y I m pr I m pr m ate W1 oon stal ez z a ez z a AD1

Medi a

Co st 9,0 00 6,8 00 2,3 00 3,8 00 3,2 00 4,0 00 10, 500 13, 000 6,0 00 3,9 00 7,0 00

Busi ness newspaper s G ener al busi ness m ag a z i ne

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Com puter m ag az i nes G ener al news m ag az i n es

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L eadi ng tr ade jour nal s New ventur e m ag az i ne s Spor ts m ag az i nes E xec uti ve busi ness m a g az Sc i enc e & tec hnol og y m ag Dai l y newspaper L ei sur e & enter tai n m a g

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Regional Advert ising Cost China: $ 659 82

Brazil
Num ber of ti m es ad shoul d r un i n m ar ket Medi a Busi ness newspaper s G ener al busi ness m ag a z i ne Com puter m ag az i nes G ener al news m ag az i n es L eadi ng tr ade jour nal s New ventur e m ag az i ne s Spor ts m ag az i nes E xec uti ve busi ness m a g az Sc i enc e & tec hnol og y m ag Dai l y newspaper L ei sur e & enter tai n m a g Co st 12, 000 8,5 00 3,0 00 4,5 00 4,0 00 4,3 00 13, 000 15, 000 7,0 00 4,3 00 7,5 00 Wor k m ate W1
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Tyc oon
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Cr y stal
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I m pr I m pr ez z a ez z a AD1
0 0

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Regional Advert ising Cost Braz il: $ 67, 041 Total Regional Adver tis ing for China & Bra zi l Co st: $1 33,0 23 . y Total Adverti sing Cost for QTR 5: $ 90, 000 + $46 3,23 1 + $ 133, 023 = $6 86,2 54

Local AD Placemen t Qtr 6
For Quar ter 6 we wi ll c onti nue wi th l oc al ad pl acem ent ac r oss Uni ted States, Canada, and E ur ope, we wil l be m or e ag gr essi ve on our pl ac em ent and wil l be i ncr easi ng our fr equenc y.

United States Co st 12 Work mate W1 7 Tyc oon 7 Cry stal 7 Impr ezza 7 T otal 2 TOTAL COST $24 0,781 Page 12

City New

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B USINESS P LAN
York Los Angeles Atlanta TOTAL Canada C ost 3 500 3 500 3 500 Work mate W1 6 2 2 Tyc oon 6 2 2 Cry stal 6 2 2 Impr ezza 6 2 2 T otal 2 4 8 8 TOTAL COST $61 ,1 31 $22 ,7 43 $22 ,7 43 $83, 874 Europe C ost 6 000 7 000 5 500 Workm ate W1 8 8 3 Tyc oon 8 8 3 Cry stal 8 8 3 Impre zza 8 8 3 T otal 3 2 3 2 1 2 TOTAL COST $13 5,764 $15 8,391 $27 ,8 93 $32 2,04 8 000 80 00 70 00 5 3 5 3 5 3 5 3 8 2 0 1 2 $65 ,5 18 $42 4,88 0 $11 8,581

City Toro n to Calga ry Mont real TOTA L

City Ber lin Lon don Ro me TOT AL

Total Cost for Local Ad place ment QTR 6 : $ 830, 802

Regional Ad placem ent Ch ina Qtr 6

China
Num ber of ti m es ad shoul d r un i n m ar ket Medi a Co st Wor k m ate W1 Tyc oon Cr y stal I m pr I m pr ez z a ez z a AD1

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Busi ness newspaper s G ener al busi ness m ag a z i ne Com puter m ag az i nes G ener al news m ag az i n es L eadi ng tr ade jour nal s New ventur e m ag az i ne s Spor ts m ag az i nes E xec uti ve busi ness m a g az Sc i enc e & tec hnol og y m ag Dai l y newspaper L ei sur e & enter tai n m a g 9,0 00 6,8 00 2,3 00 3,8 00 3,2 00 4,0 00 10, 500 13, 000 6,0 00 3,9 00 7,0 00
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Regional Advert ising Cost China: $ 90,4 65

Brazil
Num ber of ti m es ad shoul d r un i n m ar ket Medi a Busi ness newspaper s G ener al busi ness m ag a z i ne Com puter m ag az i nes G ener al news m ag az i n es L eadi ng tr ade jour nal s New ventur e m ag az i ne s Spor ts m ag az i nes E xec uti ve busi ness m a g az Co st 12, 000 8,5 00 3,0 00 4,5 00 4,0 00 4,3 00 13, 000 15, 000 Wor k m ate W1
0

Tyc oon
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Cr y stal
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I m pr I m pr ez z a ez z a AD1
0 0

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Sc i enc e & tec hnol og y m ag Dai l y newspaper L ei sur e & enter tai n m a g 7,0 00 4,3 00 7,5 00
0 0 0 0 0

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Regional Advert ising Cost Braz il: $ 10 2,54 5 Total cost for Reg ional Ad Place ment in Chi na & Bra zil = $ 19 3,01 0 y Total Adverti sing Cost for QTR 6: $9 0,0 00 + $83 0,802 + 1 93,0 10 = 1,11 3,81 2

Local Ad Plac ement Qtr 7
By qtr 7 , we are expe cting to have offices acr oss all cities, especially in the U.S. Euro pe and Canada , we will further pus h o ur adver ti sing budget as we believe by thi s time the market will be s atur ated a nd to sta y ab ove the compe tition we have to sprea d our adver tisements ou t, our focus will be to leverage on the lo cal media fo r Europe , Canada an d the US , while we will con cen trate on the Regional media in China an d Brazil. United States Co st 12 000 80 00 70 00 70 00 Work mate W1 9 9 6 3 Tyc oon 9 9 6 3 Cry stal 8 6 4 3 Impr ezza 8 8 6 3 T otal 3 4 3 2 2 2 1 2 TOTAL COST $28 6,756 $11 8,581 $65 ,5 18 $65 ,5 18 $53 6,37 3

City New York Los Angeles Atlanta Chicago TOTAL

Canada Co st 35 00 35 00 Work mate W1 6 6 Tyc oon 7 7 Cry stal 6 6 Impr ezza 6 2 T otal 2 5 2 1 TOTAL COST $63 ,4 18 $54 ,2 08 Page 15

City Toro nto Calgary

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Vanco u ver Montre al TOTAL 35 00 35 00 3 6 3 7 3 6 3 6 5 9 2 $13 ,9 28 $63 ,4 18 $19 4,97 2

Europe Co st 60 00 70 00 55 00 65 00 Work mate W1 10 10 9 4 Tyc oon 10 10 3 4 Cry stal 8 8 3 4 Impr ezza 8 8 3 4 T otal 3 6 3 6 1 8 1 6 TOTAL COST $13 5,764 $15 8,391 $27 ,8 93 $78 ,8 17 $40 0,86 5

City Berlin Lond on Rome Paris TOTAL

Total Cost for Local Ad Place ment: $ 1,1 32,2 10

Regional Ad Placemen t QTR 7

China
Num ber of ti m es ad shoul d r un i n m ar ket Medi a Busi ness newspaper s G ener al busi ness m ag a z i ne Com puter m ag az i nes G ener al news m ag az i n es L eadi ng tr ade jour nal s New ventur e m ag az i ne s Spor ts m ag az i nes Co st 9,0 00 6,8 00 2,3 00 3,8 00 3,2 00 4,0 00 10, 500 Wor k m ate W1
0

Tyc oon
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Cr y stal
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I m pr I m pr ez z a ez z a AD1
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E xec uti ve busi ness m a g az Sc i enc e & tec hnol og y m ag Dai l y newspaper L ei sur e & enter tai n m a g 13, 000 6,0 00 3,9 00 7,0 00
0 0 0 0 0

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Regional Advert ising Cost China: $ 130, 47 1.

Brazil
Num ber of ti m es ad shoul d r un i n m ar ket Medi a Busi ness newspaper s G ener al busi ness m ag a z i ne Com puter m ag az i nes G ener al news m ag az i n es L eadi ng tr ade jour nal s New ventur e m ag az i ne s Spor ts m ag az i nes E xec uti ve busi ness m a g az Sc i enc e & tec hnol og y m ag Dai l y newspaper L ei sur e & enter tai n m a g Co st 12, 000 8,5 00 3,0 00 4,5 00 4,0 00 4,3 00 13, 000 15, 000 7,0 00 4,3 00 7,5 00 Wor k m ate W1
0

Tyc oon
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Cr y stal
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I m pr I m pr ez z a ez z a AD1
0 0

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Regional Advert ising Cost Braz il: $ 12 3,39 5 Total Cost for Reg ional Advert ise ment: $ 2 5 3,86 6 y Total Adverti sing Cost for QTR 7 : $ 12 0,00 0 + $1, 132, 21 0 + $2 53, 866 = 1,5 06,0 76

Local Ad Plac ement QTR 8
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In Qtr 8 we will try and maximize our pr ofits, we will be aggressive o n our lo cal ad placements in this Q TR. United States Co st 12 000 80 00 70 00 70 00 Work mate W1 11 11 11 9 Tyc oon 11 11 7 9 Cry stal 10 9 8 9 Impr ezza 9 9 6 6 T otal 4 1 4 0 3 2 3 3 TOTAL COST $33 9,380 $22 1,280 $15 8,391 $16 2,839 $88 1,89 0 Canada Co st 35 00 35 00 35 00 35 00 Work mate W1 8 8 8 8 Tyc oon 8 8 8 8 Cry stal 8 8 8 8 Impr ezza 6 6 6 6 T otal 3 0 3 0 3 0 3 0 TOTAL COST $74 ,7 26 $74 ,7 26 $74 ,7 26 $74 ,7 26 $29 8,90 4 Europe Co st 60 00 70 00 55 00 65 00 Work mate W1 11 11 11 8 Tyc oon 11 11 11 8 Cry stal 9 9 9 8 Impr ezza 9 9 9 7 T otal 4 0 4 0 4 0 3 1 TOTAL COST $16 5,960 $19 3,620 $15 2,130 $14 2,935 $65 4,64 5

City New York Los Angeles Atlanta Chicago TOTAL

City Toro nto Calgary Vanco u ver Montre al TOTAL

City Berlin Lond on Rome Paris TOTAL

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Total Cost for Local AD Place ment QTR 8: $1 ,835, 439.

Regional Ad Placemen t Qtr 8

China
Num ber of ti m es ad shoul d r un i n m ar ket Medi a Busi ness newspaper s G ener al busi ness m ag a z i ne Com puter m ag az i nes G ener al news m ag az i n es L eadi ng tr ade jour nal s New ventur e m ag az i ne s Spor ts m ag az i nes E xec uti ve busi ness m a g az Sc i enc e & tec hnol og y m ag Dai l y newspaper L ei sur e & enter tai n m a g Co st 9,0 00 6,8 00 2,3 00 3,8 00 3,2 00 4,0 00 10, 500 13, 000 6,0 00 3,9 00 7,0 00 Wor k m ate W1
0

Tyc oon
0

Cr y stal
0

I m pr I m pr ez z a ez z a AD1
0 0

0

0

0

0

0

0

Regional Advert ise ment Cost China: $ 1 30,4 71

Brazil
Num ber of ti m es ad shoul d r un i n m ar ket Medi a Busi ness newspaper s G ener al busi ness m ag a z i ne Com puter m ag az i nes G ener al news m ag az i n es Co st 12, 000 8,5 00 3,0 00 4,5 00 Wor k m ate W1
0

Tyc oon
0

0

0

4

£

£

£
0 0

0

0

0

0

0

0

3

0

0

0

0

0

0

0

0

0

3

0

£

0

3

0

0

0

0

0

0

0

0

0

0

0

0

0

0

0

0

0

0

Cr y stal
0

I m pr I m pr ez z a ez z a AD1
0 0

0

0

0

0

0

0

3

0

0

0

0

0

Page 19

B USINESS P LAN
L eadi ng tr ade jour nal s New ventur e m ag az i ne s Spor ts m ag az i nes E xec uti ve busi ness m a g az Sc i enc e & tec hnol og y m ag Dai l y newspaper L ei sur e & enter tai n m a g
0

0

13, 000 15, 000 7,0 00 4,3 00 7,5 00

3

0

0

0

0

Regional Advert ise ment Cost B razi l: $12 3,39 5 Total Cost for Reg ional Advert ise ment: $25 3 ,866 y Total Adverti sement Co st QTR 8: $ 90, 00 0 + $ 1, 835, 43 9 + $2 53, 866 = 2,1 79,3 05

Target Market 
Our Primary targe t marke t till the End of Qu arter-4 is Traveler ( Tycoon) and second ary target market is Inn ovator s (Impr ezza).  The to tal busines s per forman ce on the balan ce s core card of ES T Comp uters is 7.15.
Total Busi ness P er for m anc e = 17. 84 * 0. 33 * 0. 73 * 1. 90 * 0. 90 = 7. 15

Financial per forman ce=17. 84 Market perfo rmance= 0.33 Marketing ef fectiveness=0.73 Investment in fu ture= 1.90 Wealth=0.90 Till date we have scored the highest on the B alance S core card compared to our compe titors.

Market Share

¤
0 0 0 0 0

4,3 00

¤

4,0 00

0

0

0

0

3

0

2

0

0

0

0

0

0

0

0

0

0

0

0

0

0

Page 20

B USINESS P LAN
We occupy maximum area in total market sh are pie of Micro compu ter. We are holding 31% market sha re an d our nearest competito r (Hewlett Pack ard) are a t 24%.

Presently we a re working on the en tire 4 seg ment with ou r 4 br andsy Cost-cutter= Crystal y Innovato r= Imprezz a y Traveler=Tycoon T1 y Work Horse= Workma te W1 Following are the marke t Segment EST Computers (%) Cost-cutter 55 Innovato r 13 Mercedes 12 Traveler 51 Work Horse 28 s hare of the above segments. Oracle (%) Hewlett Panache Packard (%) Computers (%) 1 35 8 32 20 18 29 30 13 0 32 0 24 15 26 Pioneer Business Machine (% ) 0 14 13 15 5

From the a bove figure it is evident that our Cost-c utter, Tr aveler and Work-Ho rse positioned itself successfully amo ng the com petitors. Market share in firs t segmen t-(Tr aveler) = 51 % Market share in se con d segment-(Innova tor) =13% So average market share in target segment= (13+5 1)/2=3 2%

Sales offices
Till date we have 9 sales of fices in 5 differen t regions of the world. They arePage 21

B USINESS P LAN
United States New York Los-Angeles Canada Toro nto Brazil Rio de Janeir o Sao Paol o Europe Berlin Lond on China
G uang z hou

Beijing

Performance Evalua tion
1 1 5 3518 1 419441559 1 4

Marketing effectivene ss Brand Judgment-(Innovator and t ravele r) .On br and judgment Imprezza s core 65 which mean tha t it is n ot up to the mark of customer expe ctation. HP Inn ova (Hewlett P ackard) leading with score 77. A ccoun ting, Manufa cturing control s oftware an d 1 9 high resoluti on mo nitor for desk top need to include in Imprezza specifi cation. It also cater Mer cedes segment. More over o ur second ary target bran d is Traveler. Tyco on1 of traveler is a bove the expectatio n of consumer and o n br and judgment par ameter it scored 81. Its nearest competi tor is Pioneer X-Sleek (Pioneer Business Ma chine) with 7 5 s core. AD Judgment-( Innovator and travele r) Imprezza ra ting sur passed every o ther bra nd presen t in the market. It sco red 75. We believed in no t less and no t too many attrib ute in any Ad Same case hap pened with Traveler. It s co red 70 and its neaest competi tor is X-Sleek whi ch is at 7 2. Average brand in target segmentSegment 1 : Inn ovator 65 Segment 2 : traveler 81 So average= (65+ 81)/2= 73 Average AD in target segmentSegment 1 : Inn ovator 75 Segment 2 : traveler 70 So average= (75+ 70)/2= 72.5 Now Marke t Effectiveness= [73/ 100+ 72.5)/ 1 00]/2= 0.727 Market Pe rformance Average market sha re in targe t segments/ 10 0 Segment 1 : Cos t Cu tter 5 5% Segment 2 : Inn ovators 13% Segment 3 : Merce des 1 2% Segment 4 : W ork Hor se 2 8% Segment 5 : Traveler 51% Being our primary target segment In novator received only 13% market share whereas se cond ary target segment Traveler blow the market with 5 1% sh are. We s old 487 units of Imprezz a an d 112 5 u nit of Tycoo n T1. We had sales office established in US, Bra zil and Eur ope. Several o ther comp anies were also base d in Eur ope and US. In Berlin our lone compe titor is Pioneer Busine ss Ma chine. In Sao Paolo (Brazil) we are alone enj oying the market. Ou r sales for ce w as designed to cre ate a s tro ng presen ce in all our targeted regions. We are planning to open mo re sales office in coming q uarte rs.

Page 22

B USINESS P LAN
And accor dingly increase our sales for ce. In market per forman ce our nearest competi tors are Hewlett Pa ckard and Pana ch e Computers. Financial Pe rformance Formula: (Oper ating p rofit from curren t o per ations/revenue )*1 00 So Fina ncial per forman ce ( EOQ 4) = (1 37 562 2 /7712 57 5)*10 0=1 7.83 It shows that how well the executive team h as been able to crea te profits f or its shareholders. Negative numbers are undesir able and posi tive numbers indica te crea tion of pr ofits and large numbe r is always be tter. So ES T Comp uter is capable to build shareholders confiden ce.

R& D P lan Quar ter 5,6, 7,
In quarte r 5 , ba sed o n ou r presen t SW OT analysis we have de cided that we will invest in s treng thening our positio n in the Work Ho rse, Cos t cutter segment. We are curren tly the market leader in the Cost Cu tter segment with a 55 % market share and in the Work Horse segment we have a 28 % market s hare, w here again we a re the leader. The o ther segment where we will invest is the innova tors segment where w e have a 13 % market share an d we believe with innova tive pr odu ct fea tures which ap peal to o ur customers we ca n gain on our mar ket share a nd also i t aligns well with our strategy of being a high margin player as cu rren tly in the Innova tors segment ou r produ ct Imprez za enj oys a 4 3% gross margin which is second o nly to our pr odu ct tycoon which caters to the Work Horse Segment. This will also provide us a platfo rm to en te r into the Mer cedes Segment Q uarter 6 onwa r ds.

R&D Plan QTR 5.
Cost this quarter and every quarter until finished Quart er available for design into new brands

R&D Featu re 23" high resolution monitor for desktop Plug and play design (easy set up)

Alre ady invested to R &D

R&D cost if designed in 1 quarter

R&D cost if designed in 3 quarters

Mate rial Cost

0

2,0 46 , 650

6

2,0 46 , 650

1,5 55 , 119 1,6 19 , 913

640

0

2,1 31 , 927

6

2,1 31 , 927

670 4,1 78 ,5 77

Total Expe nses = We have cho sen to invest in the high res olution monito r f or the desk top be caus e that is one of the mos t impor tant need of the customers in the inn ovative segment , where they can have fas t access to graphi ca l images an d this is share d by customers in the Merce des segment, similarly by investin g in plug a nd play design we can meet the needs of bo th the w ork h orse a nd the cos t cu tter segment. We h ave also decided to invest heavily so that our pr odu cts are available i n the 6 t h Q uarte r itself. Page 23

B USINESS P LAN
In Quarter 6, o ur plan is to invest in at le ast 4 pr ojects; we pla n to a chieve this assuming that o ur R& D depar tments wo uld have s caled up with more e ngineering staf f being available to us. In qua rter 6 o ur R &D fo cus will shift ba ck to ou r Traveler Segment, we will also invest in new pr ocess or te chn ology which will give us an edge i n both the Innova tor a nd the Mercede s S egment, we will also inves t in s oftw are tech nology f or our Cos t cu tter an d Wo rk horse segment which will be rea dy f or implementation in Quar ter 7

R&D PLAN QT R 6
Cost this quarter and every quarter until finished Quar ter available for design into new brands

R&D Featu re Stylish rugged por table design Office software-w ord , spreadshee ts new release Ultra high performan ce process or High speed wireless network/Inte rnet conne ctio n

Alre ady invested to R &D

R&D cost if designed in 1 quarter 1,7 05 , 542

R&D cost if designed in 3 quarters 1,2 95 , 931

Mate rial Cost

0

7

95

0

8

1,7 05 , 542 2,9 56 , 272

1,2 95 , 931 2,2 46 , 280

64

0

7

670

0

7

2,2 74 , 055

1,7 27 , 907 7,65 2,96 1

170

Total Expens es =

In quarter 7 o ur R&D plan is to give a p us h an d develop fea tures in our produ cts which are curren tly lagging to s tay ahead o f the competitio n. We will f ocus on all the segments in Quar ter 7 to ensure we have ma ximum market share , by Qtr 7 we also plan to have sales offices a cross all cities , this is an importa nt par t of our stra tegy, we believe by having s ales of fices acr oss all ci ties, we can have co nsiderable advantage over o ur compe tito rs and by of fering cus to mers the la test tech nology we will be the no 1 choice for our customers which will result in maxim mum marke t s hare a n d profitability for us.

R&D Plan QTR 7

Page 24

B USINESS P LAN
Cost this quarter and every quarter until finished

R&D Featu re DVD read/write drive , high speed , capa city High comfor t keyboard wi th wrist res t Miniaturized circuitry to reduce PC size UPS (uninterru ptible power su pply) Long-life batte ry fo r porta ble Windows upgrade f or professionals with high se curi ty prote ct

Alrea dy invested to R &D

Quarter available for design into new brands

R&D cost if designed in 1 quarter

R&D cost if designed in 3 quarters

Mate rial Cost

0

8

2,4 16 , 184 909 ,6 22 1,5 91 , 839 994 ,8 99 1,2 79 , 156

1,8 35 , 904 691 ,1 64 1,2 09 , 537 755 ,9 61 971 ,9 49

130

0

8

52

0

8

105

0

8

86

0

8

19

0 TOTAL COST

8

2,0 46 , 650

1,5 55 , 119 9,23 8,35 0

170

AD Designs
Currently in Quar ter 4 , this is h ow our Ad copy judgment sco re looks like. Our Ads have been re ceived well in the Traveler seg ment, The W ork horse segment an d one of the Ads placed in the in novator segment (Imprezza 1) has been well received. Our curren t a rea of con cern is the Cos t cu tter se gment. Ad Judgment USA CostCu Innova Merce Work H Trav AD tter tors des orse eler EST Impre zza 41 Page 25

B USINESS P LAN
Computers EST Computers EST Computers EST Computers EST Computers AD1 Impre zza Crystal Tycoon Workmate W1 Ad Judgment B razi l CostCu Innova tter tors 41 75 70 72 Ad Judgment Europe CostCu Innova tter tors 14 9 55 70 72 41 75 Merce des Work H orse Trav eler Merce des 55 70 72 Work H orse Trav eler 75

EST Computers EST Computers EST Computers EST Computers

AD Impre zza AD1 Impre zza Tycoon Workmate W1

EST Computers EST Computers EST Computers EST Computers EST Computers

AD Impre zza AD1 Impre zza Crystal Tycoon Workmate W1

Going forward our stra tegy is to develo p multiple ads with differen t pr odu ct features being highlighted in them, as in the case of the Imprezz a Ad where we had two different ads prod uced , ea ch highlighting different featu res, this has helped u s i n highlighting more of o ur prod uct fe atures an d un dersta nding clearly wha t impresses o u r customers, we will be employing the sam e str ategy for ou r cos t cu tter segment to narrow down on pr odu ct features whi ch app eal to our customers. For Quar ter 5 , we will take ba ck the Impre zza AD1 , an d launch 2 new ads f or the cost cu tter segmen t; we will also laun ch a n ew ad f or the traveler segment. In qu arter 6 we will have new pro duct featu res f or our produ cts in the Innova tor , W ork horse and cost cutter segment, whi ch we will feature. In quar ter 7 o ur Traveler segment will see

Page 26

B USINESS P LAN
new ads highlighting the new fea tures an d bra nds, Q uarter 8 will see majo r push o n across all segments with new a ds.

Cost for dev elop ing/Revis ing Ads
Qtr 5 Number of new or Redesigned Ads Design Revision Cos t/ Ad Total Ad design/ Revision Cost 3 $30 ,0 00 $90 ,0 00 Qtr 6 3 $30 ,0 00 $90 ,0 00 Qtr 7 4 $30 ,0 00 $12 0, 000 Qtr 8 3 $30 ,0 0 0 $90 ,0 0 0

Local Ad Plac ement Frequency . QTR 5
Our stra tegy is to s tick with the Local ads f o r the marke t in US, Euro pe a nd Canada. What we believe is tha t these markets are cr itical f or the s uccess of our company a t the same time the compe tition is fier ce in these marke ts, s o by having a local ad campaig n we may be paying a higher cos t bu t we will b e able to target the right customers and be able to prese nt our bra nds m ore clearly in th e minds o f o ur cus tomers. United States Co st 12 000 80 00 Workm ate W1 4 2 Tyc oon 5 2 Cry stal 4 2 Impr ezza 4 2 T otal 1 7 8 TOTAL COST $ 176 ,4 38 $ 59,71 6 $ 236 ,1 54

City New York Los Angeles

Canada Co st 35 00 Workm ate W1 2 Tyc oon 2 Cry stal 2 Impr ezza 2 T otal 8 TOTAL COST $ 26,12 4 $ 26,12 4

City Toro nto

Europe Co st 60 00 Workm ate W1 5 Tyc oon 5 Cry stal 5 Impr ezza 3 T otal 1 8 TOTAL COST $ 92,74 7 Page 27

City Berlin

B USINESS P LAN
Lond on 70 00 1 5 5 5 3 8 $ 108 ,2 06 $ 200 ,9 53

TOTAL COST FOR LO CAL AD PLA CME NT: $ 4 6 3,23 1

Regional Ad Placemen t QTR 5.
For the Chinese a nd the Bra zilian market we have decided to go a head with Regiona l Advertizing, this is be cause these markets are co nsiderably smaller an d have similar needs; Regional advertising will give us the best return for our adver tising investmen ts in these markets.

China
Num ber of ti m es ad shoul d r un i n m ar ket Wor k Tyc Cr y I m pr I m pr m ate W1 oon stal ez z a ez z a AD1

Medi a

Co st 9,0 00 6,8 00 2,3 00 3,8 00 3,2 00 4,0 00 10, 500 13, 000 6,0 00 3,9 00

Busi ness newspaper s G ener al busi ness m ag a z i ne

0

0

0

0

0

2

0

0

0

0

Com puter m ag az i nes G ener al news m ag az i n es

0

0

0

1

0

0

0

0

0

0

L eadi ng tr ade jour nal s New ventur e m ag az i ne s Spor ts m ag az i nes E xec uti ve busi ness m a g az Sc i enc e & tec hnol og y m ag Dai l y newspaper

0

2

0

0

0

0 1

2 0

0 2

2 0

0 0

0

0

0

0

0

0 0

0 0

0 0

0 0

0 0

Page 28

B USINESS P LAN
L ei sur e & enter tai n m a g 7,0 00
0

0

0

0

0

Regional Advert ising Cost China: $ 659 82

Brazil
Num ber of ti m es ad shoul d r un i n m ar ket Medi a Busi ness newspaper s G ener al busi ness m ag a z i ne Com puter m ag az i nes G ener al news m ag az i n es L eadi ng tr ade jour nal s New ventur e m ag az i ne s Spor ts m ag az i nes E xec uti ve busi ness m a g az Sc i enc e & tec hnol og y m ag Dai l y newspaper L ei sur e & enter tai n m a g Co st 12, 000 8,5 00 3,0 00 4,5 00 4,0 00 4,3 00 13, 000 15, 000 7,0 00 4,3 00 7,5 00 Wor k m ate W1
0

Tyc oon
0

Cr y stal
0

I m pr I m pr ez z a ez z a AD1
0 0

0

0

0

0

0

0

0

0

2

0

2

0

0

0

0

0

2

0

0

0

0

2

0

3

0

1

0

1

0

0

0

0

0

0

0

0

0

0

0

0

0

0

0

0

0

0

0

0

0

0

Regional Advert ising Cost Braz il: $ 67, 041 Total Regional Adver tis ing for China & Bra zi l Co st: $1 33,0 23 . y Total Adverti sing Cost for QTR 5: $ 90, 000 + $46 3,23 1 + $ 133, 023 = $6 86,2 54

Local AD Placemen t Qtr 6
For Quar ter 6 we wi ll c onti nue wi th l oc al ad pl acem ent ac r oss Uni ted States, Canada, and E ur ope, we wil l be m or e ag gr essi ve on our pl ac em ent and wil l be i ncr easi ng our fr equenc y.

United States

Page 29

B USINESS P LAN
City New York Los Angeles Atlanta TOTAL Canada C ost 3 500 3 500 3 500 Work mate W1 6 2 2 Tyc oon 6 2 2 Cry stal 6 2 2 Impr ezza 6 2 2 T otal 2 4 8 8 TOTAL COST $61 ,1 31 $22 ,7 43 $22 ,7 43 $83, 874 Europe C ost 6 000 7 000 5 500 Workm ate W1 8 8 3 Tyc oon 8 8 3 Cry stal 8 8 3 Impre zza 8 8 3 T otal 3 2 3 2 1 2 TOTAL COST $13 5,764 $15 8,391 $27 ,8 93 $32 2,04 8 Co st 12 000 80 00 70 00 Work mate W1 7 5 3 Tyc oon 7 5 3 Cry stal 7 5 3 Impr ezza 7 5 3 T otal 2 8 2 0 1 2 TOTAL COST $24 0,781 $11 8,581 $65 ,5 18 $42 4,88 0

City Toro n to Calga ry Mont real TOTA L

City Ber lin Lon don Ro me TOT AL

Total Cost for Local Ad place ment QTR 6 : $ 830, 802

Regional Ad placem ent Ch ina Qtr 6

China
Num ber of ti m es ad shoul d r un i n m ar ket

Page 30

B USINESS P LAN
Medi a Busi ness newspaper s G ener al busi ness m ag a z i ne Com puter m ag az i nes G ener al news m ag az i n es L eadi ng tr ade jour nal s New ventur e m ag az i ne s Spor ts m ag az i nes E xec uti ve busi ness m a g az Sc i enc e & tec hnol og y m ag Dai l y newspaper L ei sur e & enter tai n m a g Co st 9,0 00 6,8 00 2,3 00 3,8 00 3,2 00 4,0 00 10, 500 13, 000 6,0 00 3,9 00 7,0 00 Wor k m ate W1
0

Tyc oon
0

Cr y stal
0

I m pr I m pr ez z a ez z a AD1
0 0

3

0

0

0

0

0

0

0

3

0

0

0

0

0

0

0

3

0

0

0

0

3

0

0

0

0

0

0

0

0

0

0

0

0

0

0

Regional Advert ising Cost China: $ 90,4 65

Brazil
Num ber of ti m es ad shoul d r un i n m ar ket Medi a Busi ness newspaper s G ener al busi ness m ag a z i ne Com puter m ag az i nes G ener al news m ag az i n es L eadi ng tr ade jour nal s New ventur e m ag az i ne s Spor ts m ag az i nes Co st 12, 000 8,5 00 3,0 00 4,5 00 4,0 00 4,3 00 13, 000 Wor k m ate W1
0

Tyc oon
0

Cr y stal
0

I m pr I m pr ez z a ez z a AD1
0 0

0

0

0

0

0

0

3

0

0

0

3

0

0

3

0

2

0

2

¥
0 0 0 0 0 0 3 0 0 3 0

0

¥

¥

0

0

0

0

0

0

0

0

0

0

0

Page 31

B USINESS P LAN
E xec uti ve busi ness m a g az Sc i enc e & tec hnol og y m ag Dai l y newspaper L ei sur e & enter tai n m a g 15, 000 7,0 00 4,3 00 7,5 00
0 0 0 0 0

0

0

0

0

0

0

0

0

0

0

0

0

0

0

0

Regional Advert ising Cost Braz il: $ 10 2,54 5 Total cost for Reg ional Ad Place ment in Chi na & Bra zil = $ 19 3,01 0 y Total Adverti sing Cost for QTR 6: $9 0,0 00 + $83 0,802 + 1 93,0 10 = 1,11 3,81 2

Local Ad Plac ement Qtr 7
By qtr 7 , we are expe cting to have offices acr oss all cities, especially in the U.S. Euro pe and Canada , we will further pus h o ur adver ti sing budget as we believe by thi s time the market will be s atur ated a nd to sta y ab ove the compe tition we have to sprea d our adver tisements ou t, our focus will be to leverage on the lo cal media fo r Europe , Canada an d the US , while we will con cen trate on the Regional media in China an d Brazil. United States Co st 12 000 80 00 70 00 70 00 Work mate W1 9 9 6 3 Tyc oon 9 9 6 3 Cry stal 8 6 4 3 Impr ezza 8 8 6 3 T otal 3 4 3 2 2 2 1 2 TOTAL COST $28 6,756 $11 8,581 $65 ,5 18 $65 ,5 18 $53 6,37 3

City New York Los Angeles Atlanta Chicago TOTAL

Canada Co st 35 00 Work mate W1 6 Tyc oon 7 Cry stal 6 Impr ezza 6 T otal 2 5 TOTAL COST $63 ,4 18 Page 32

City Toro nto

B USINESS P LAN
Calgary Vanco u ver Montre al TOTAL 35 00 35 00 35 00 2 6 3 6 7 3 7 6 3 6 2 3 6 5 1 9 2 $54 ,2 08 $13 ,9 28 $63 ,4 18 $19 4,97 2

Europe Co st 60 00 70 00 55 00 65 00 Work mate W1 10 10 9 4 Tyc oon 10 10 3 4 Cry stal 8 8 3 4 Impr ezza 8 8 3 4 T otal 3 6 3 6 1 8 1 6 TOTAL COST $13 5,764 $15 8,391 $27 ,8 93 $78 ,8 17 $40 0,86 5

City Berlin Lond on Rome Paris TOTAL

Total Cost for Local Ad Place ment: $ 1,1 32,2 10

Regional Ad Placemen t QTR 7

China
Num ber of ti m es ad shoul d r un i n m ar ket Medi a Busi ness newspaper s G ener al busi ness m ag a z i ne Com puter m ag az i nes G ener al news m ag az i n es L eadi ng tr ade jour nal s New ventur e m ag az i ne s Co st 9,0 00 6,8 00 2,3 00 3,8 00 3,2 00 4,0 00 Wor k m ate W1
0

Tyc oon
0

Cr y stal
0

I m pr I m pr ez z a ez z a AD1
0 0

4

0

0

0

0

0

0

0

3

0

0

0

0

0

0

0

4

0

0

0

0

4

0

3

0

Page 33

B USINESS P LAN
Spor ts m ag az i nes E xec uti ve busi ness m a g az Sc i enc e & tec hnol og y m ag Dai l y newspaper L ei sur e & enter tai n m a g 10, 500 13, 000 6,0 00 3,9 00 7,0 00
4 0 3 0 0

0

0

0

0

0

0

0

0

0

0

0

0

0

0

0

0

0

0

0

0

Regional Advert ising Cost China: $ 130, 47 1.

Brazil
Num ber of ti m es ad shoul d r un i n m ar ket Medi a Busi ness newspaper s G ener al busi ness m ag a z i ne Com puter m ag az i nes G ener al news m ag az i n es L eadi ng tr ade jour nal s New ventur e m ag az i ne s Spor ts m ag az i nes E xec uti ve busi ness m a g az Sc i enc e & tec hnol og y m ag Dai l y newspaper L ei sur e & enter tai n m a g Co st 12, 000 8,5 00 3,0 00 4,5 00 4,0 00 4,3 00 13, 000 15, 000 7,0 00 4,3 00 7,5 00 Wor k m ate W1
0

Tyc oon
0

Cr y stal
0

I m pr I m pr ez z a ez z a AD1
0 0

0

0

0

0

0

0

0

0

3

0

4

0

0

0

0

0

4

0

0

0

0

4

0

3

0

3

0

0

0

0

0

0

0

0

0

Regional Advert ising Cost Braz il: $ 12 3,39 5 Total Cost for Reg ional Advert ise ment: $ 2 5 3,86 6 y Total Adverti sing Cost for QTR 7 : $ 12 0,00 0 + $1, 132, 21 0 + $2 53, 866 = 1,5 06,0 76 Page 34

¦
0 0 0 0

0

0

0

0

0

0

0

0

0

0

B USINESS P LAN
Local Ad Plac ement QTR 8
In Qtr 8 we will try and maximize our pr ofits, we will be aggressive o n our lo cal ad placements in this Q TR. United States Co st 12 000 80 00 70 00 70 00 Work mate W1 11 11 11 9 Tyc oon 11 11 7 9 Cry stal 10 9 8 9 Impr ezza 9 9 6 6 T otal 4 1 4 0 3 2 3 3 TOTAL COST $33 9,380 $22 1,280 $15 8,391 $16 2,839 $88 1,89 0 Canada Co st 35 00 35 00 35 00 35 00 Work mate W1 8 8 8 8 Tyc oon 8 8 8 8 Cry stal 8 8 8 8 Impr ezza 6 6 6 6 T otal 3 0 3 0 3 0 3 0 TOTAL COST $74 ,7 26 $74 ,7 26 $74 ,7 26 $74 ,7 26 $29 8,90 4 Europe Co st 60 00 70 00 55 00 65 00 Work mate W1 11 11 11 8 Tyc oon 11 11 11 8 Cry stal 9 9 9 8 Impr ezza 9 9 9 7 T otal 4 0 4 0 4 0 3 1 TOTAL COST $16 5,960 $19 3,620 $15 2,130 $14 2,935 $65 4,64 5 Page 35

City New York Los Angeles Atlanta Chicago TOTAL

City Toro nto Calgary Vanco u ver Montre al TOTAL

City Berlin Lond on Rome Paris TOTAL

B USINESS P LAN
Total Cost for Local AD Place ment QTR 8: $1 ,835, 439.

Regional Ad Placemen t Qtr 8

China
Num ber of ti m es ad shoul d r un i n m ar ket Medi a Busi ness newspaper s G ener al busi ness m ag a z i ne Com puter m ag az i nes G ener al news m ag az i n es L eadi ng tr ade jour nal s New ventur e m ag az i ne s Spor ts m ag az i nes E xec uti ve busi ness m a g az Sc i enc e & tec hnol og y m ag Dai l y newspaper L ei sur e & enter tai n m a g Co st 9,0 00 6,8 00 2,3 00 3,8 00 3,2 00 4,0 00 10, 500 13, 000 6,0 00 3,9 00 7,0 00 Wor k m ate W1
0

Tyc oon
0

Cr y stal
0

I m pr I m pr ez z a ez z a AD1
0 0

4

0

0

0

0

0

0

0

3

0

0

0

0

0

0

0

4

0

0

0

0

4

0

3

0

4

0

3

0

0

0

0

0

0

0

0

0

0

0

0

0

0

0

0

0

0

0

0

0

0

Regional Advert ise ment Cost China: $ 1 30,4 71

Brazil
Num ber of ti m es ad shoul d r un i n m ar ket Medi a Busi ness newspaper s G ener al busi ness m ag a z i ne Com puter m ag az i nes G ener al news m ag az i n es Co st 12, 000 8,5 00 3,0 00 4,5 00 Wor k m ate W1
0

Tyc oon
0

Cr y stal
0

I m pr I m pr ez z a ez z a AD1
0 0

0

0

0

0

0

0

0

0

3

0

4

0

0

0

0

Page 36

B USINESS P LAN
L eadi ng tr ade jour nal s New ventur e m ag az i ne s Spor ts m ag az i nes E xec uti ve busi ness m a g az Sc i enc e & tec hnol og y m ag Dai l y newspaper L ei sur e & enter tai n m a g 4,0 00 4,3 00 13, 000 15, 000 7,0 00 4,3 00 7,5 00
0 4 0 0 0

0

4

0

3

0

3

0

2

0

0

0

0

0

0

0

0

0

0

0

0

0

0

0

0

0

0

0

0

0

0

Regional Advert ise ment Cost B razi l: $12 3,39 5 Total Cost for Reg ional Advert ise ment: $25 3 ,866 y Total Adverti sement Co st QTR 8: $ 90, 00 0 + $ 1, 835, 43 9 + $2 53, 866 = 2,1 79,3 05

Page 37