@mequoda 1 Forecasting the Future Master the Art of Proxy Metric Modeling.

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Presentation transcript:

@mequoda 1 Forecasting the Future Master the Art of Proxy Metric Modeling

@mequoda 2 Why Do We Need Business Plans? Exploration Documentation Capitalization

@mequoda 3 Exploration

@mequoda 4 Documentation

@mequoda 5 Capitalization

@mequoda 6 Digital Strategy Model 5.0 Beta

@mequoda 7 Executive Summary

@mequoda 8 Online Summary

@mequoda 9 Magazine Summary

@mequoda 10 Digital Retail Summary

@mequoda 11 Overhead Summary

@mequoda 12 Executive Summary

Strategic Business Plan Management Team Audience Profile Revenue Mix Marketing Strategy Website Design Infrastructure Plan Five-Year Forecast

Management Team

Organizational Structure Staff Biographies Job Descriptions

Organizational Strategy

CEO & Founder Rose Harper – CEO & Founder Created Hidden Gardens in 1995 Created Gardens Daily in 2001 Lifelong master gardener Author of 12 best-selling gardening books Experienced publishing executive

Chief Content Officer John Ashby – CCO Editor of Hidden Gardens in 2005 Experienced book editor Former Director American Horticultural Society Award-winning gardener MBA/JD Harvard University

Chief Marketing Officer Robert Caswell – CMO Responsible for all print and online marketing Hired in 2011 Former Group Publisher with Readers Digest Award-winning gardener MBA/JD Harvard University

Chief Financial Officer Trevor Wells – CFO Responsible for all finance, operations and production Hired in 2010 Former group controller with Meredith Corporation Award-winning amateur photographer MBA Wharton

Chief Technology Officer Jane Doe – CTO Pending hire 2012 Currently CTO for successful special-interest publisher Experienced online system manager Deep network of freelance and vendor resources Avid amateur gardener MBA Wharton

Audience Profile

Market Size Demographics Spending Power

Americas #1 Hobby

Target Reader Profile –55 and older –college graduate –married –$75,000 household income –living in the South –no children at home [Source: w&id=2989] w&id=2989

Population is Aging In 2020, year old adults will number 131M Up 41% Source: U.S. Census Bureau, 2004

Trends Gardening is Americas #1 hobby [Source: Huliq.com] $28 billion in retail sales in 2010 $363 per household spent in 2010 on do-it- yourself lawn and garden activities [Source:

Revenue Mix

User Revenue Sponsor Revenue

Product Sales Mix Legacy Product = Magazine Expansion Products = Books, Videos, Digital Magazine & Live Events

Sponsorship Strategy

Year 5 Revenue Mix

Marketing Strategy

Branding Traffic Engagement

Gardens Daily Brand Wheel

Gardens Daily Media Pyramid PREMIUM CONTENT & SOCIAL MEDIA WEBSITE 305K 743K 8.4M

Gardens Daily Market Clusters

Affinity Content Calendar

Year 5 Website Visitor Mix

Magazine Circulation Mix

Website Design

Open Content User Community Product Sales Subscription Sales Event Sales

Gardens Daily Blog

Gardens Daily Community

Gardens Daily Shop

Gardens Daily Magazine

Gardens Daily Events

Infrastructure Plan

Software Hardware ASP Partners Affinity Partners Newsstand Partners

Software Open Source 100% GPL Code WP Compatible Fully Portable

Hardware 24/7 Data Center Management Cloud Hosting On-Demand Scaling Predictable Costs

ASP Partners

Affinity Partners

Newsstand Partners

Five-Year Forecast

Audience Growth Revenue Growth Profit Growth

Audience Growth

Revenue Growth

Profit Growth

Investment Opportunity

Cash Requirements Terminal Value Funding Sources

Cash Requirements $1 Million

Terminal Value

Funding Sources Operating Cash Flow Debt Financing Enterprise Equity

@mequoda 65 Don Nicholas Chief Executive Officer Mequoda Group, LLC (508) Kim Mateus Chief Content Officer Mequoda Group, LLC (571) Thank You