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BUSINESS BRIEF & STRATEGIC MANIFEST

An overview presentation of Mowjows business, markets, strategy and forecasts


Provided by Mowjow Plc - May 12th 2011

Executive summary
Mowjow is an innovative gaming operator that provides a unique disruptive social money game concept. Mowjows money game is played in fixed rounds of 100,000 tickets; and the players always have a 10%+ chance to win a prize. Mowjows social money game is purely based on a monthly subscription model to maintain recurring revenue for long-term profit. Mowjows target audience is people who dont consider themselves as gamblers. Mowjows mission is to spread exciting and profitable social money games all over the world. Mowjow is duly incorporated and licensed in UK and Malta in the European Union and holds two respected gaming licenses. Mowjow develops and maintains exclusive ownership of all gaming-and marketing systems in house. Mowjow has a true global potential and has built in multicurrency and multilanguage capabilities; the mantra is play local, win global. Mowjow is currently in live beta operation and will shortly launch commercially in selected European mature markets like UK, Germany, Spain and Scandinavia.

Mowjow has the required people, systems and experience available for fast expansion and corresponding growth of a highly profitable business. Mowjows gaming system incorporates attractive viral marketing capabilities by a tailored sharing functionality; as well as a fully automated payment gateway. Mowjow is prepared to capitalize on the great opportunity that lies in combining online gaming with the amazing viral spreading power of social media and word of mouth. Mowjow has to date been financed by its founders with accumulated equity investments of about EUR 1.5 million. Mowjow is in the cusp of a commercial launch with corresponding high value creation; therefore Mowjow is a fantastic investment opportunity that is expected to tenfold over the next year. Mowjow is currently introducing itself to the Frankfurt Stock Excange and is offering its shares to external investors in order to raise additional capital for commercial launch, marketing campaigns and operations. We welcome you to invest with us in Mowjow to mutually capitalize on this great opportunity!

Contents 01 Business 02 Corporate 03 Organisation 04 Systems 05 Game 06 Marketing 07 Financials

Welcome

MOWJOW has strategically identified a great disruptive opportunity in one of the largest and fastest growing entertainment industries - interactive money games to create a giant global social money game. Over the past years we have invested in excess of 1.5 million of private capital combined with an immeasurable amount of time and effort to develop Mowjow into an extremely exciting company with a tremendous potential. With innovative technology and an attractive product, coupled with novel marketing schemes, Mowjow is ready to capitalize on the emerging trends in interactive gaming and social marketing.

Mowjows vision is to become the benchmark in social money games helping it generate excitement and marketing buzz, combining it with top quality customer service that has a reputation for safety and security, while also upholding the interests of the stakeholders. Mowjows target audience is people who dont consider themselves gamblers. This is a relatively untapped, but still a massive and accessible market. The Mowjow social money game is distributed through a proprietary and highly profitable system for sharing, and with the help of viral and social marketing, Mowjow will soon become the worlds leading social money game. Sincerely yours, Andreas Christensen

The people who work with Mowjow deserve much credit. They are talented, professional and equally committed to the success of Mowjow. All of our team members will have stakes and benefits in the future success. With these substantial foundations, as well as great momentum that has been building, Mowjow is ideally placed to deliver strong, sustainable growth and shareholder profits. It is hard to think of a more exciting business to be involved in. I welcome you to Mowjow and thank you for your continued support and sincerely look forward to years of mutual progress and profitability.

Founder, Chairman & CEO

Business

BUSINESS CONCEPT The Mowjow concept is to provide consistently rewarding and socially entertaining money games for people who dont consider themselves gamblers. This is done by providing innovative low stake games to be played online via internet or mobile. Mowjows vision is to become the benchmark within the low stake social money game segment by positioning itself as a friendly, innovative and socially acceptable gaming company.

BUSINESS STRATEGY Mowjows mission is to spread exiting and profitable social money games all over the world. And by this, position itself as a unique consumer brand that delivers profitable experiences. Mowjow adheres to control the complete value chain and business systems, and to operate with transparency, integration, ownership and control. Mowjow protects the equity of its players and manages these relationships responsibly.

BUSINESS GOALS Mowjow has aggressive, but highly tangible goals. Mowjow is in the process of commercially launching a social money game that has the ability to spread like wildfire amongst our target demographic. All transactions are handled electronically and there are very few, if any, bottlenecks that can hinder Mowjow in a rapid and profitable expansion. Mowjow aims to reach 200,000 active subscriptions by the end of 2011.

Viable concept. Viable goals.


Successfully owning core systems

Story

NORWAY 2002 Mowjows business idea was conceived in 2002, when a patented gaming method was invented and a trial gaming license was granted in Norway. The operation was brought to market in conjunction with the telegiant Telenor, but growth was hindered by complex payment facilities. By 2005 the business had accumulated EUR 750,000 in betting revenues, but due to the Norwegian government terminating all private gaming licenses for monopoly reasons, the venture had to close.

MALTA 2007 Mowjow in its current setup was devised in 2007 under the brand Europlay. The founders strongly believed in the business idea and applied for gaming licenses in Malta. After a year of application and development Mowjow was rewarded its two gaming licenses in November 2007. In July 2008 the group changed names and rebranded from Europlay to Mowjow to better distinguish itself from other more traditional gaming companies.

CURRENT STATUS Mowjow has over the past years developed a great concept and is now ready for commercial launch. All licenses, systems, plans and people are in place for a successful launch and further expansion of the business. Mowjow already has a live, proven and licensed operation, and is now about to commercially launch its service. With commercial launch at hand, Mowjow is introducing itself to the Frankfurt Stock Exchange and is offering its shares to external investors.

Proven concept. Proven potential.


Live operation ready for expansion

THE MOWJOW MISSION

Spreading exciting and profitable social money games all over the world

CORPORATE
INCORPORATION | LICENSES | ACCOUNTS

Incorporation

INCORPORATION The Mowjow group is incorporated and have operations in Malta and the UK. The group holding company is Mowjow Plc which is listed on the Frankfurt Stock Exchange and fully owns the entire group. The operating subsidiaries are Mowjow Technology Limited, Mowjow Gaming Limited and Mowjow Markets Limited. All companies are duly incorporated within the European Union.

SHARE CAPITAL The issued and fully paid equity capital in the group holding company Mowjow Plc is EUR 2 million divided into 20 million ordinary shares. Currently the founder and partners hold 15 million shares and the company hold 5 million shares in treasury for future financing purpose. The authorized share capital is EUR 10 millions divided into 100 million ordinary shares. There are only one share class.

TAXATION Incorporated in UK and Malta, Mowjow enjoys favourable taxation within the European Union. The effective taxation is only 5% with only non-resident shareholders. Shareholders will be liable for domicile taxation for dividends and share profits. However, UK have an extensive network of tax treaties to avoid double taxation.

MOWJOW PLC | MOWJOW LIMITED | MOWJOW TECHNOLOGY LIMITED | MOWJOW GAMING LIMITED | MOWJOW MARKETS LIMITED

European Union structure. European Union taxation.


Onshore credible and reputable presence

Licenses

AUTHORITIES Gaming activities undertaken in or from Malta are regulated under the provisions of the Remote Gaming Regulations, whereby the Lottery and Gaming Authority (LGA) issue licenses subject to a certain comprehensive process of qualifying the main shareholders, management, as well as gaming technology, business- and capital projections.

CLASS 4 Mowjow Technology Limited holds the groups Class 4 license. This license relates to the software and hardware that comprise the certified gaming system. The Class 4 license provides gaming system services to the Class 1 operation. The yearly tax costs for this license is EUR 55,200. The license is renewable every 5 years, next time in November 2012. LICENSE CLASS 1: LGA/CL1/273/2006 | LICENSE CLASS 4: LGA/CL4/273/2006

CLASS 1 Mowjow Gaming Limited holds the groups Class 1 license. This license relates to offer end user gaming services to the players. The operation is based on the system provided by the Class 4 license. The yearly tax costs for this license is EUR 14,400. The license is renewable every 5 years, next time in November 2012.

Strict regulations. Strict gameplay.


White listed European Union licenses

Accounts
Profit & Loss* Operating income Total income Operating expenses Total expenses Profit for the period Balance Sheet* Investments Cash in hand and at bank Total assets Share capital MOWJOW has not yet started commercial operation and the consolidated proforma management accounts therefore represents the financial investments made in licenses, software, hardware and all other general operational expenses incurred in the project. Mowjow has completed substantial development and all investments to date have been financed by fully paid equity and shareholder loans from the founders. These proforma accounts represents the financial position of the Maltese holding company Mowjow Limited as the new group holding company Mowjow Plc not yet has prepared consolidated accounts for the group. Accumulated results Total equity Shareholder loans Trade creditors Total liabilities Total equity & liabilities 2010 32,600 32,600 6,017 6,017 26,583 2010 1,467,282 13,069 1,480,351 1,200,000 31,898 1,231,898 77,228 171,225 248,453 1,480,351 2009 12,000 12,000 9,303 9,303 2,697 2009 1,360,145 1,248 1,361,393 1,200,000 5,315 1,205,315 61,108 94,970 156,078 1,361,393 2008 17,609 17,609 11,000 11,000 6,609 2008 1,238,924 12,100 1,251,024 1,200,000 2,618 1,202,618 35,500 12,906 48,406 1,251,024

* Consolidated proforma management accounts for the Maltese holding company Mowjow Limited

Substantial investments. Substantial commitment.


Financially committed founders

THE MOWJOW CORPORATE VIDEO

video.mowjow.com

ORGANISATION
STRUCTURE | KEY PEOPLE | KEY ALLIANCES

Structure

MOWJOW is structured with a close team of highly skilled and dedicated people that control all critical business systems and processes. In addition, Mowjow draws on the incredible knowledge from its highly skilled suppliers and strategic alliance partners. DIRECTORS Directors are responsible for the overall corporate strategy and compliance, oversee the financial and operational management, as well as ensure proper corporate governance. The current directors are the founders and related parties. CORPORATE Corporate is the executive management responsible for the overall activities and strategy. Corporate is also responsible for identifying, developing and managing new business opportunities, partnerships and communications. TECHNOLOGY Technology manages all technological aspects related to business operations and systems. Technology is also responsible for overseeing the technical platforms and development off all new business initiatives and services.

MARKETING Marketing leads the customer focused business strategies of the company maintaing the continuity of brand identities across all activities. Marketing is also in charge of bonus activities, advertising and marketing partnerships. OPERATIONS Operations manages the production and distribution of all services and ensures that they are handled efficiently and effectively. Operations are also responsible for customer support services and customer surveys. FINANCE Finance manages all financial operations like payments, invoicing, cash management, reporting and accounting across the business. Finance also oversees all the legal aspects, regulatory compliance and quality assurance. ALLIANCES Mowjow has over the past years developed a broad network within the industry and is continually seeking constellations, partners and subcontractors with genuine experience and connections that could facilitate and add value to Mowjow.

Flexible structure. Flexible capacity.


A virtual organisation model

Key people

ANDREAS CHRISTENSEN Andreas (42) is educated from MSc Business & Economics studies. His experience ranges from shipping and brokering, to venturing internet and mobile technology related start-ups. He is the founder of Mowjow with a special passion for innovation and technology; his execution focus coupled with a strong and enthusiastic personality, makes him a viable driving force as Chairman & Chief Executive Officer.
Anders Hedegren Jesper Schlger
Mobile developer Mobile developer

JOHN MAYFIELD John (46) is educated with an MBA from Cranfield School of Management, a BSc (Hons) and extensive additional accounting certifiactions. He has more than 25 years of experience in accounting, audit and financial management from major companies like Pannel Kerr, UBS Phillips & Drew, Time Warner, KPMG, CDC Capital Partners. John holds the position as Chief Financial Officer.

ANDREW ALAN HART Andrew (38) is educated BSc (Hons) Computing Mathematics and is a certified project manager. He has more than 10 years of experience managing and developing high-end online commercial technologies, with particular emphasis on databases, sales and commission infrastructures and server systems. Andrew holds the position as Chief Technology Officer/Key Official.
Olga Finkel

VACANT POSITION This candidate has good adequate education, competence and experience to be a strong force in managing Mowjows daily marketing and operations. The ideal candidate is probably in his/hers mid thirties and possesses a proven track record with international experience and deep knowledge of digital marketing. This candidate will hold the valuable position as Chief Operating Officer.
Raymond J. Vella
Auditor

Brand developer

Other resourceful people that contribute in making Mowjow a success Ren Spiteri Raphael J. Arnold Alex Sakota Desa Dejan Alan Alden
Marketing advisor Marketing/SEO

Media productions Compliance & QA

Legal advisor

Available knowledge. Available capacity.


Experienced people available

Key alliances

DEVELOPMENT Mowjow develops and controls all business critical systems in house. Third party suppliers are used to provide additional components and services. Novasa in Copenhagen develops quality mobile applications, Bpovia in Shanghai, help make website elements. Our outstanding hosting partner BMIT in Malta keeps us always well online.

FINANCIAL Payment processing is one of the most important parts of an online gaming operation. For card processing Mowjow partners with leading aquirers like Pago (Deuche Bank), Wirecard and B+S Card Service, while MoneyBookers and Neteller are the ewallet solutions being utilised. The business banking and player funds deposit accounts are handled by Bank of Valletta in Malta.

OPERATION Mowjow is duly licensed and relies on knowledgable partners in Malta to comply with all local rules and regulations. Kyte Consultants are one of the most respected names in gaming operations and assitst in all compliance and security matters. Legal matters are handled by WH Law. The firm Raymond J. Vella handles all the accounting and audit requirements.

MARKETING The success of Mowjow is strongly tied to clever and innovative marketing. Winners are good marketers; with this in mind Inside Mobile in London is consulted. With over a decade of experience in the mobile industry they advise on all aspects of attracting, retaining and cultivating player and brand equity. Alex Sakota handles the SEO.

CANADA | CHINA | DENMARK | MALTA | NORWAY

Valuable partners. Valuable services.


Experienced resources available

THE MOWJOW STRUCTURE

All processes are automated for fast customer service and cost effective operations

SYSTEMS
HARDWARE | SOFTWARE | SECURITY | INTERNATIONAL

Systems

HARDWARE SYSTEMS The gaming servers are hosted in the most comprehensive facility in Malta and enjoys the highest standards of security, power supply and connectivity. In addition, backup servers are utilised in the UK. The structure consists of four high grade HP servers with double switches and firewalls to ensure complete redundancy. The servers operate on the Windows Server platform, and have very high processing capacity, as well as also being modularly confirgured for easy clustering and expansion.

SOFTWARE SYSTEMS The certified gaming system incorporates a patented empowering algorithm for dynamic generation of game tickets utilizing a central game processor. The system uses certified Protego RNGs to determine winner tickets, and operates on the ASP.NET platform. The communication gateway uses leading solutions from Ericsson IPX and Clickatell. The system is developed and operated in house by Mowjows technicians. Mowjow have full vertical ownership and rights to all systems.

SECURITY SYSTEMS Security is paramount and therefore all systems are fully certified and protected. The servers and operations are fully PCI DSS compliant, and are tested daily tested by McAfee Secure against hacker attacks. All payment information is transferred under the solid protection of the extended validation SSL certificate provided by Verisign. Only restricted personnel have access to players data and appropriate disaster recovery plans are duly in force.

High capacity. High security.


A proprietary gaming system

International

MULTILANGUAGE The systems and website are designed to handle all international languages and characters based on the ISO 8859-1 and UTF-8 standard. The website language is database driven and automatically detected based on the players IP address or mobile number. This feature ensures local adoption and easy international expansion.

MULTIDESIGN The website is designed with database driven design pictures based on the players IP address or mobile number. With this feature the website will always imagewise adopt to local culture and preferences. There is also a local random rotation feature to ensure frequent local updates and flexibility.

MULTICURRENCY The gaming system is designed to handle all relevant international currencies. Bets and winnings are always denominated in rounded numbers in local currencies in order to adopt to the players best preferences. The gameplay is aggregated into global prize pools in Euro to ensure high game liquidity and frequent prizes.

Local preferences. Global interactions.


A true global gaming system

Supported Euro zone

Supported international currencies

Supported European currencies

German - EUR

Austria

German - EUR

Germany

Netherland
Dutch - EUR

Spanish - ARS

Argentina

English - CAD

Canada

Spanish - MXN

Mexico

Mandarin - TWD

Taiwan

Bulgarian - BGN

Bulgaria

Islandic - ISK

Iceland

Romanian - RON

Romania

French - EUR

Belgium

Greek - EUR

Greece

Portugese - EUR

Portugal

English - AUD

Australia

Madarin - CNY

China

New Zeland
English - NZD

Thailand
Thai - THB

Czech Republic
Czech - CZK

Latvian - LVL

Latvia

Russian - RUB

Russia

Greek - EUR

Cyprus

English - EUR

Ireland

Slovak - EUR

Slovakia

Portugese - BRL

Brazil

Hindi - INR

India

Philipino - PHP

Philippines

International
English - USD

Danish - DKK

Denmark

Lithuanian - LTL

Lithuania

Swedish - SEK

Sweden

Finnish - EUR

Finland

Italian - EUR

Italy

Slovenian - EUR

Slovenia

Estonian - EEK

Estonia

Norwegian - NOK

Norway

Switzerland
German - CHF

French - EUR

France

Luxembourg
French - EUR

Spanish - EUR

Spain

Hungarian - HUF

Hungary

Polish - PLN

Poland

United Kingdom
English - GBP

Play local. Win global.


One global prize pool repository

THE MOWJOW PLANET

Our precious planet will soon be Mowjowized in a great profitable fashion

SOCIAL MONEY GAME


PREMISES | PLAYING | WINNING | SHARING | EARNING | PROSPECTS

Premises

GAME AUDIENCE The Mowjow game is targeted at people who dont consider themselves gamblers. Its a paradox, but fits perfectly with the mindset of our target audience, who will deny they gamble, in spite of regularly purchasing lottery tickets. Mowjow is positioning itself as socially acceptable by demonstrating an overt stance against problem gaming through strict and responsible measures. The audience for these non-gamblers is potentially much larger than for traditional gambling games.

GAME EXPERIENCE The Mowjow concept is built on the extensive experience of its founders within the gaming and mobile content industry in Scandinavia. Mowjow has the same principle of traditional lotteries where you buy tickets, which represents your entries into the game. However, the ticketing process is handled automatically by a unique, secure and certified electronic gaming system. You just sign up for a monthly subscription and the system automatically issue the electronic gaming tickets.

GAME WINNINGS Mowjow is modern social money game with hassle-free participation and exceptional high chances of winning. Mowjow returns more than 80% of the betting to its players through winnings and commissions, and is truly surpassing all state operated counterparts. Mowjow is truly a global game, and with the collective magnitude of players from all over the world, it represents a new era in social money games. Mowjow is created to become the worlds preferred social money game.

Anytime. Anywhere.
Always available for everyone

Playing

Mobile phones

Computers

Tablets

EASY ACCESS The Mowjow website and gaming system is easy accessible from webenabled devices like mobile phones, computers and tablets. Results and statistics is primarily communicated by text messages in order to reach the player instantly. Text messaging works on all handsets and is well know among all type of users. For security reasons players need to sign up using a webdevice. However, to further follow the game and the statistics, you only need a mobile phone that can receive text messages.

EASY PAYMENTS To sign up to Mowjow each player has to register online with personal details and a Visa or MasterCard in order to create a player account. All cash prizes are immediately transferred to your player account and in the account section you could easily require withdrawal to your desired payment card or bank account. A transfer takes normally only one banking day within Europe. There are no restrictions on transfers and a small transfer fee of EUR 2.50 is deducted from all transfers.

EASY PLAYING When a subscription is activated, the system automatically activates 10 gaming tickets that are distributed into the ongoing game. The game is played in rounds of only 100,000 tickets generated by only 10,000 subscribers. When one round is finished, a new game round starts automatically. This unique gaming configuration maintains the very high chances of winning even with increased number of subscribers. There are just more games being played, and there is always one active game.

Easy access. Easy playing.


Instant payments to your card

Winning

PRIZE FINANCING All the Mowjow game prizes are duly financed by the players bets in each game round. Thanks to this feature Mowjow isnt exposed to any financial gaming risk, and the company does not need to provide extensive financial guarantees towards the gaming authorities. Furthermore, the model allows for immediate payout of prizes based on the cash flow from the incoming bets. This is one of the remarkable features that distinguish the Mowjow game concept from other gaming models.

PRIZE FREQUENCY A large number of cash prizes is important to maintain interest in the Mowjow game. Each game round have more than 1,111 cash prizes, which always give the players more than a stunning 10% chance of winning. In addition, there is a good chance to win the great jackpot that is accumulated up to over 10 games and could reach the fantastic value of EUR 100,000. All prizes are available immediately in cash and free from any restrictions.

PRIZE WINNINGS The Mowjow game has only cash prizes subordinated in the players chosen currency. IN each game round consists of the following cash prizes; - 1 prize of 10,000 at odds 1:10,000 - 10 prizes of 1,000 at odds 1:1,000 - 100 prizes of 100 at odds 1:100 - 1,000 prizes of 10 at odds 1:10 In addition all players participate for the ultimate jackpot of EUR 100,000 that plays for every 10th game.

Always 10% chance. Always 1,111 winners.


A really good chance of winning

Sharing

MEDIA DEVELOPMENT The past years success of new social media platforms have changed the ways consumers approach media, circumventing traditional marketing channels such as television and print media in favor of social media sites that provide easy access to information, advice and recommendations. People go online to socialize and be entertained. During that process, these connected customers are actively building and refining their own trusted personal networks. People trust friends.

MEDIA OPPORTUNITY The opportunity is very clear. Mowjow integrates social media deeply into its concept and will focus on succeeding in motivating its members to share with their networks, and thereby create a powerful channel for increasing the Mowjow brands influence in the marketplace. Social media is all about the ability for the members to create personalized signals that they can plug into. When members find a new product or a great deal, they love to share it with others to obtain social status.

MEDIA TOOLS Mowjow has integrated basic social media sharing functions into its services and will also use third party specialists to fully capitalize on the useful aspects of the fast developing trends within the social marketing space. Mowjows marketing will focus a solution that allows creating social media campaigns that can be tracked measured and optimized to maximize reach and ROI. Understanding the hierarchy of social motivators that makes social marketing successful is also imperative to Mowjow.

Sharing experiences. Sharing profits.


Increased social equity

Earning
Sharing Level 1 Level 2 Level 3 Level 4 Level 5 Level 6 Total
SHARING SYSTEM Mowjow offers its players a great opportunity to make good profit from sharing and recruiting other players. Players are paid 5% of all gross gaming bets in a six level downline. The same sharing system and terms is offered to businesses and organizations that recruit new players to Mowjow. Players are tagged by their mobile number, which ensures long lasting recurring revenue. Its very easy to use; the player receives a text message with a unique link or code that could be forwarded to prospective players.

3 2 5 14 41 122 365 546

10 5 15 45 135 405 1,215 1,820

30 15 45 135 405 1,215 3,645 5,460

100 50 150 450 1,350 4,050 12,150 18,200


SHARING PROSPECTS The Mowjow commission model for sharing is highly profitable. In the table above, monthly commissions earned are illustrated based on how many the first player shares with and recruit. In all levels below the first sharing level a multiple of three is used to estimate the commissions. This because we believe everyone has at least three friends with internet, mobile and payment card. Even at modest levels is feasibile to make 1,000 a month, and if the player are active he can make thousands of Euros recurring every month.

SHARING PAYMENTS Sharing commission is earned throughout the total lifetime of a shared and tagged player. The sharer is eligible to its commission when the shared player successfully completes a subscription payment. This is a continuously ongoing process and the sharer continuously receives credits into its player account. The balance in the players account could be withdrawn at any time directly to the players payment card or bank account. The withdrawal costs is EUR 2.50 and the funds will be available shortly.

Great downline. Great prospects.


Make commission from sharing with friends and family

Prospects

Total of 200,000 subscriptions Net gaming revenue of EUR 320,000 per month GAME FINANCIALS From the players perspective the quantity and sizes of prizes are always the same in local currency. This makes it easier to explain and understand the game. For Mowjow the number of tickets and prizes are always fixed, but the financial outcome of each game round will always vary with the currency distribution and exchange rates. Strict measures are deployed to monitor and ensure continued profitability towards its Euro base currency.

Total of 500,000 subscriptions Net gaming revenue of EUR 800,000 per month GAME PROFITABILITY The players subscribe to ten monthly tickets of EUR 1.00 each. Every game round consists of 100,000 tickets with total gross revenue of EUR 100,000. The cash prizes amounts to EUR 50,000 and the direct gameplay profit is EUR 50,000 per game round. In addition Mowjow incurs EUR 34,000 in costs for sharing commissions, processing and communications costs. It is estimated that the profit from each game round will be around EUR 16,000.

Total of 1,000,000 subscriptions Net gaming revenue of EUR 1,600,000 per month GAME PROSPECTS The breakeven based on the strategy outlined in this presentation is considered to be around 100,000 active subscriptions. However, the operation could be downscaled to maintain normal operations at significantly lower trading figures. In the other end of the scale the profit potential for Mowjow is very high. Considering more or less a global market potential Mowjow expects to expand rapidly and thereby quickly generate recurring revenue streams.

Great profitability. Great prospects.


An automated money making machine

MARKETING
BRANDING | COMPETITION | STRATEGY | WEBMOBILE | ROLLOUT 2011

Branding

BRAND AUDIENCE The Mowjow brand focuses on meeting the needs of people who dont always have a regular gambling habit, but may have a tendency to gamble based on stimuli or spontaneity. These people will strenuously deny they are gamblers since they see this term as a label. Games based on luck, not judgement appeals to this audience. They engage in money games in order to escape from everyday stress so the level of fun and participation associated with the event is a big motivator. While winning is an added bonus.

BRAND FOUNDATIONS The essence of the Mowjow brand is low stake money games and its frame of reference is mental refreshment. Mowjow promises to deliver consistently rewarding money games to a niche market that will not normally gamble. Mowjows personality is honourable, friendly, fun, modern and innovative. Mowjow will never overlook the social welfare of its players in the name of profit, and strives to eliminate the social stigma associated with money games.

BRAND BENEFITS Mowjow makes life easier for its players by providing substantial and frequent cash prizes. With its exciting unexpected anytime anywhere game, Mowjow offers a relief from everydays boredom. Through the great and profitable sharing system, Mowjow provides social interest in creating a massive gaming community. The frequent payouts provides the players with an emotional lift, and the low stakes limits eliminate the worry of financial peril.

Great branding. Great benefits.


Consistently rewarding money games

Competition

STRENGHTS Many gaming companies are virtual non-asset based, which allows flexibility and competitive advantage by having components to their business without increased costs. Other companies also have the credibility and trust of a well established brand, as well as large financial resources.

WEAKNESSES Some gaming companies are saddled with legacy and are reluctant to take risks with anything different from their current offering. It is also difficult to distinguish between many gaming companies as they all look and offer basically the same thing to the same audience.

OPPORTUNITIES Social gaming is in its infancy so there is an opportunity to become the benchmark within this industry, thanks to first mover advantage. Increased usage social media offers a growing market. And a lack of industry innovation presents an opportunity to reach previously untapped segments.

THREATS Trading is reliant on adequate state licenses and compliance with strict national regulations. Constraints on the payment systems due to national blockades of payment to gaming may impose threats to the services. More innovative competitors may develop new and better products.

Great competitiors. Great opportunites.


The benchmark in low stakes social money games

Strategy

MARKETING STRATEGY Considering the widely defined target audience, Mowjow is facing a broad range of potential players from all walks of life and cultures. Makes people happy, anytime, anywhere is the main message as Mowjow aspires to be regarded positively in peoples everyday life. To strengthen and enhance its credibility, focus is also given to past winnings and the profitable referral opportunities. In conclusion, all touch points towards Mowjow should communicate the same great happy profitable winning feeling.

MARKETING CHANNELS The game concept is based on mobile communications, and this will also be the primary way to reach new players. The built in sharing function will potentially enable and ignite viral spreading of the game. Every player will be able to make great money by sharing friends and family. With direct integration with the most popular social networks Mowjow facilitates viral marketing. Mowjow aspires to run extraordinary campaigns that become buzz among people.

MARKETING TERRITORIES Mowjow will launch its gaming services in selected markets in Europe during first quarter 2011. Thereafter the plan is to expand further in Europe, but also open for certain extremely attractive markets in Asia and South America. The main bottleneck for rapid expansion is primarily marketing and administrative resources. Mowjow is also continously seeking partnerships with companies that have adequate distribution channels available.

Great marketing. Great communications.


Make people happy, anytime, anywhere

Webmobile

WEBMOBILE ANYONE Everyone has at least one mobile phone in the developed countries. Even in developing areas, mobile phones are common and widely in use. More than 4 billion people own a mobile phone today and this represents a tremendous market. Over 90% of the people that owns a mobile phone dont go through the day without it, and it has become todays lifestring to friends and family and business. With all the contacts in the palm of your hand, the mobile is the perfect great tool for viral and social marketing.

WEBMOBILE ANYTIME The mobile is your second shadow and is always with you. Its the first thing you check in the morning, and the last thing you look at before going to bed. Its within arms reach 80% of your day. Text messaging still prevails as the preferred method of communication. Its fast, convenient and available on all handsets regardless of configurations. When a text message is received, peoples curiosity prevails. Its immediately read and response usually follows.

WEBMOBILE ANYWHERE Mobile communication is within reach for people in all aspects of their daily lives. Either its at work with curious colleagues, or in the comfort of their private home with friends or family, people can be contacted. With frequent messages about winnings and commissions people will generate their own buzz about the game. The enjoyment of winning and earning easy money will be one you will want to pass onto your friends. By word of mouth and referrals, the game will quickly spread.

Tremendous market. Tremendous opportunity.


Anyone, anytime, anywhere

Rollout 2011

International
English - USD

Polish - PLN

Poland

Philipino - PHP

Philippines

Hindi - INR

India

English - EUR

Ireland

Finnish - EUR

Finland

Czech Republic
Czech - CZK

Lithuanian - LTL

Lithuania

Portugese - BRL

Brazil

New Zeland
English - NZD

United Kingdom
English - GBP

Italian - EUR

Italy

Mandarin - TWD

Taiwan

French - EUR

Belgium

Danish - DKK

Denmark

Greek - EUR

Greece

Russian - RUB

Russia

Romanian - RON

Romania

Spanish - ARS

Argentina

English - AUD

Australia

Swedish - SEK

Sweden

Spanish - EUR

Spain

Madarin - CNY

China

Portugese - EUR

Portugal

Islandic - ISK

Iceland

Luxembourg
French - EUR

Slovenian - EUR

Slovenia

Hungarian - HUF

Hungary

Estonian - EEK

Estonia

Spanish - MXN

Mexico

Norwegian - NOK

Norway

German - EUR

Germany

Thailand
Thai - THB

French - EUR

France

Netherland
Dutch - EUR

Switzerland
German - CHF

Slovak - EUR

Slovakia

Bulgarian - BGN

Bulgaria

Latvian - LVL

Latvia

English - CAD

Canada

Second quarter 50,000 subscribers

Third quarter 150,000 subscribers

Fourth quarter 200,000 subscribers

One year. One world.


At least 200,000 subscribers by the end of year 2011

THE MOWJOW MOTTO

If you dont grasp this unique opportunity, youll regret... for the rest of your life

FINANCIALS
PROFITABILITY | LIQUIDITY | INVESTMENT | LISTING | CONDITIONS | RISKS | CONCLUSION

Profitability
Operational revenues | Active subscribers
2,000 1,800 1,600 1,400 1,200 1,000 800 600 400 200 1 2 3 4 5 6 7 8 9 10 11 12 200 180 160 140 120 100 80 60 40 20 250 225 200 175 150 125 100 75 50 25 1 2 3 4 5 6 7 8 9 10 11 12

Operational expenses
Fixed marketing expenses Variable marketing expenses General expenses

Operational results
125 100 75 50 25 0 ( 25) ( 50) ( 75) ( 100) 1 2 3 4 5 6 7 8 9 10 11 12

Month of operation

Month of operation

Month of operation

OPERATIONAL REVENUES The first years target is 200,000 active subscriptions and a monthly gross gaming revenue of EUR 2 million and a monthly net gaming revenue of EUR 320,000. This represents 20 complete game rounds every month. However, the first milestone is 100,000 active subscribers and a monthly gross gaming revenue of EUR 1 million and a monthly net gaming revenue of EUR 160,000.This represents 10 complete gamerounds every month. Mowjow aim to reach this first milestone in mid 2011.

OPERATIONAL EXPENSES The operational expenses consist of general expenses and marketing expenses. The general expenses are costs of administration, development and gaming taxes. The marketing costs are twofold with one variable and one fixed part. The variable part is flat 30% of the net gaming revenue. The fixed part is additional marketing resources of EUR 375,000 added during the first year to attract enough players to reach the critical level. The fixed part is mainly used during the introduction.

OPERATIONAL RESULTS The operation is estimated to reach profitability within the first six months. In the initial months of commercial launch the additional use of marketing resources will generate losses, however, subsequently the operation quickly expects generate substantial profits towards a monthly level of EUR 130,000 by the year end. The accumulated estimated net operating result for the second year is EUR 3.5 million. With a continued growth towards 500,000 subscribers the monthly net profit will be in the close range of EUR 500,000 by the end of year two.

Fast growth. Fast profit.


A business model designed for rapid expansion

Liquidity
Cash flow
600 100 75 50 25 0 ( 25) ( 50) ( 75) ( 100) 1 2 3 4 5 6 7 8 9 10 11 12 500 450 400 350 300 250 200 150 100 50 1 2 3 4 5 6 7 8 9 10 11 12

Cash balance
150 135 120 105 90 75 60 45 30 15 1 2 3 4

Cash reserves

9 10 11 12

Month of operation

Month of operation

Month of operation

CASH FLOW The cash flow projections are based on the profitability estimates targeting 200,000 active subscribers in the first year of commercial operation. Further, the cash flow is based on an investments of additional EUR 1,000,000. During the first half year of operation the negative cash flow is directly related to the marketing and commercial launch of the services. Depending on available financing and cash flow, there is a possibility to add even more resources to expand quicker and thereby also achieve faster results.

CASH BALANCE The cash balance projections are based on an investment of additional EUR 1,000,000 and the estimated cash flow projections. During the first six months the operation will burn cash, then the trend will turn and steadily increase its cash balance. Available cash resources are important and the current estimate never leaves the cash balance below a minimum level of EUR 300,000. The cash balance is strongly influenced by the settlement terms offered by the payment processors.

CASH RESERVES Payment processors sometimes requires to keep a portion of the processed funds as a rolling reserve to protect against potential chargebacks. The terms of these reserves varies significantly between the various processors. Currently, such cash reserves are not considered in the cash flow and cash balance projections due to its uncertainty. Above a high reserve rate of 10% is illustrated. Mowjow will have sufficient cash resources to meet such potential requirements.

Healthy cash flow. Healthy cash balance.


Strong cash accumulation in second half year

Investment
Investment valuations
10,000 9,000 8,000 7,000 6,000 5,000 4,000 3,000 2,000 1,000 12 18 24 30 36 6,000% 5,500% 5,000% 4,500% 4,000% 3,500% 3,000% 2,500% 2,000% 1,500% 1,000% 500% 12 18 24 30 36 750 675 600 525 450 375 300 225 150 75

Investment dividends
75,0% 67,5% 60,0% 52,5% 45,0% 37,5% 30,0% 22,5% 15,0% 7,5% 10,000 9,000 8,000 7,000 6,000 5,000 4,000 3,000 2,000 1,000 10%

Investment scenarios

Month of operation

Month of operation

20%

Discount rate

30%

40%

50%

INVESTMENT VALUATION Based on the estimates made in the profitability analysis, the forthcoming year will represent very high shareholder value creation by moving from development to commercialisation. An investment of EUR 1,000,000 today is expected to more than tenfold to in excess of EUR 13 million in potential market value within only three years. The P/E ratio of 20 used, is considered to be normally conservative, as the business segment and growth potential could justify ratios in the 30-40 range.

INVESTMENT DIVIDENDS Mowjow intends to have a strong focus on dividend and will distribute as frequent as possible. Therefore the ongoing dividend capacity is important. Mowjows expansion will be duly financed through its operations, hence excessive accumulation of cash resources is not required. It is estimated that an investment of EUR 1,000,000 could calculate annualised dividends of about 10% after one year, in excess of 30% in the second year and more than 70% in the third year.

INVESTMENT SCENARIOS Considered a scenario with a principal investment of EUR 1,000,000 and a liquidation of shares at P/E 20 after three years of EUR 13+ million, the net present value of the investment will range from EUR 2 to 8+ million pending on the discount rate. Even at very high risk discount rates in the 30%-50% range the net present value will be about profitable EUR 2-4 million. In conclusion, Mowjow is highly profitable!

High valuations. High dividends.


Great profitability on the investment

Listing

LISTING STATUS In May 2011 Mowjow became a public listed company at the Frankfurt Stock Exchange in the Open Market First Quotation Board segment. The listing was made through a reverse merger into a newly listed UK formed public shell company with no ongoing business activities. The motivation for becoming a public listed company is access to the capital markets, as well as to create trading opportunities for its shareholders.

LISTING EXCHANGE Mowjow reviewed several options to become a public listed company and concluded to go public and list its shares on the Frankfurt Stock Exchange. The FSE is the worlds third largest stock exchange; in addition to its feasible listing requirements, it also provides worldwide recognized trading conditions. The fact that Mowjow is based within the EU, also facilitate such listing, with regard to legal and taxation aspects.

LISTING STRATEGY Mowjow will have an active and transparent public strategy and aims to provide the market and its shareholders with regular updates on both performance and market developments. As Mowjows business matures, an advance to a more senior exchange segment and/or secondary listing will be evaluated and harmonized with other business plans and actions in order to optimize access to capital markets, shareholder values and trading liquidity.

Listed in Frankfurt. Listed in May 2011.


Access to capital markets and trading opportunities

Conditions

INVESTMENT An investment in Mowjow is made through purchase of common shares through the market. Mowjow will trade designated treasury shares into working capital in order to execute its business plan. The shares will be delivered from existing electronic positions at CREST/Clearstream, and will be transferred to the investor on T+3 terms. Hence, an investment in Mowjow shares will be swiftly available for trading in the market.

CAPITALISATION The current fully paid share capital in Mowjow is EUR 2 million divided into 20 million common shares of par value of EUR 0.10 each. Mowjow will actively market its share in order to create liquidity for the share. Mowjows shareprice at trading will initailly be quoted at EUR 1.00, reflecting a market capitalization of EUR 15 million prior to any issuance of the 5 million treasury shares held by the company.

SUBSCRIPTION Subscription of shares in Mowjow is made through certified brokerage firms trading on the Frankfurt Stock Exchange. The ticker code is MJW. Mowjow currerntly limits individual shareholders to hold a maximum of 750,00 shares each due to certain additional legal requirements realted to its gaming licenses.

Attractive terms. Attractive capitalization.


Success through joined forces and collaboration

Risks

INDUSTRY RISKS Gaming services are often subject to restrictions or legal challenges. However, the initial majority of all expected core markets for Mowjow are located within the European Union, and being duly licensed and established in Malta, a jurisdiction, which is a full member of the European Union, Mowjow benefits from the application of certain fundamental freedoms applicable to the European Union. Further, Mowjows low stakes games attract less interest than other gaming operations.

BUSINESS RISKS Mowjow is facing several business risks, however, the most important are realted to competition, product development and markets, personnel and growth, as well as financial resources. There is fierce competion from large competitors, but Mowjow is targeting an untapped niche, and is positioning itself away from the private compertitors. Access to adequate financial resources are important and the inability to rise such financing may impact and hinder Mowjows ability to grow in the future.

INTERNAL RISKS Mowjow is not exposed to any risks related to its games. However. Mowjow is exposed to other risks like credit, chargeback and fraud risks, as well as system failures and security breaches. Mowjow has in place the best systems and practises to minimise the possibillity and enhance the control and security of its operations. All account and payment transactions are duly protected by highest security from Verisign and McAfee Secure, and Mowjow is fully PCI DSS compliant to handle payment details.

Active risk strategy. Active risk control.


Continued risk assessment

Conclusion

GREAT CONCEPT Mowjow offers an amazing concept tailored towards a huge untapped target audience always available. There are no technological hurdles to overcome and the prospects for the venture are astounding. With the substantial foundations, corporate setup, gaming systems and licenses, Mowjow offers a turnkey solution to instant deployment and success to capture the audience and become the benchmark in social money games. Easy available automated gameplay coupled with novel marketing schemes makes Mowjow highly profitable.

GREAT MARKETS Mowjow is targeting a worldwide audience where the playing terminal is any normal computer or mobile phone and the payment method is common and widely distributed. In addition Mowjow adapts to local languages and currencies and offers local preferences with global interactions. Mowjow offers a true global gaming concept aimed at all the people who dont consider themselves gamblers. Lets just call them all the normal people. This target audience could be measured in billions of people worldwide.

GREAT INVESTMENT Mowjow is on the cusp of a commercial launch with corresponding high value creation. Therefore the timing of investing in Mowjow is optimal. With a modest plan to reach 200,000 subscriptions in the first year, Mowjow offers great value creation on the shares, as well as great dividend prospects already in 2012. Mowjow has lowered all potential risks and offers an extremely profitable proposition. An investment in Mowjow is expected to ten-fold in value over the next year.

Amazing concept. Amazing investment.


A global concept with a humongous target audience

Notes

Contact

REGISTERED OFFICE 11 Church Road - Great Bookham - Surrey - KT23 3PB - England Tel +44 207 617 7011 - Fax +44 207 617 7011 MALTA OFFICE Portomaso Business Tower - Level 8 Suite 4 - Portomaso STJ 4010 - Malta Tel +356 2010 2020 - Fax +356 2010 2021 NORWEGIAN OFFICE Huitfeldtsgate 11 - N-3116 Tnsberg - Norway Tel +356 2010 2020 - Fax +356 2010 2021 CONTACT PERSON Mr. Andreas Christensen Tel +47 9155 2122 - +356 9910 2020 - Email: c@mowjow.com
Mowjow Plc is registered in England and Wales with company number 05140186. Company registration by Registry of Companies in Malta: Mowjow Limited C39125 - Mowjow Technology Limited C39173 - Mowjow Gaming Limited C39171 - Mowjow Markets Limited C43674 Licensed by the Lotteries and Gaming Authority in Malta: Mowjow Technology Limited LGA/CL4/273/2006. Mowjow Gaming Limited LGA/CL1/273/2006.

Anytime. Anywhere.
Copyright 2011 Mowjow Plc