Outline  Mission  Target Customers  Competitive Overview  How We Addressed Market Requirements  Early Feedback  Pricing and Availability

Mission  To create a case that enhances (rather than detracts from) the sleek, streamlined design of the iPad  To enhance iPad usability, by offering over 9 sturdy, comfortable viewing and working positions  To reflect the personal nature of the iPad by offering over 40 unique leathers and designs, and by offering personalization  To provide a quality product that supports the quality of the iPad  To stay true to our quarter century roots at Powis, by offering a case that was inspired by a high quality book

Confidential Target Customers  Consumers  Corporate customers  Small Business owners

Competitive Overview Customer Concerns with Other Cases Powis Answer Gets dirty; can’t keep cover clean Washable cover; iPad floats above the frame; wipe cloth for iPad Too bulky; detracts from the sleekness of the iPad Thin, sleek design that doesn’t add bulk or weight Stand falls over; limited positions; questionable quality Sturdy designer stand with 9+ positions that support typing; high quality Hard to remove iPad; Wait time for delivery Easy snap-in and out frame; Ships in two days Faux leather; board warps; thick case Authentic handcrafted leather; recycled, sturdy board; thin and sleek

Summary Market Requirements  Should be sleek to support the sleekness of the iPad, yet still provide secure protection  Should enhance the usability of the iPad, by offering multiple positions that are sturdy; for work and viewing  Must be easy to clean  Outside material should clean easily  When cleaning the iPad, debris should wipe off and not be trapped in the cover  Express Yourself!  Be unique; offer more choices than plain black  Allow iPad users to use their own design or photo We researched the shortcomings of current case product offerings and addressed the key customer needs and wants:

Sleek Design with Solid iPad Protection Minimalist design enhances and does not detract from the iPad Snap in frame holds iPad securely; easy removal Oval stand is stylish and functional; plays on the curves of the iPad True to our roots; we simulated a high quality Book design

 Sturdy, designer stand offers 9+ viewing and working positions  Enhances usability of the iPad Positions

Easy to Clean Wipe cloth with secret storage Materials were chosen for ease of cleaning iPad floats above the frame so that debris wipes OFF and not into case

Express Yourself!  The iPad is a personal device; our cases enhance that and allow the user to express themselves!  Over 40 handcrafted leathers and patterns, or use your own design or photo

Express Yourself!  The iPad is a personal device; our cases enhance that and allow the user to express themselves!  Over 40 handcrafted leathers and patterns, or use your own design or photo

Personalize Our website offers the ability to personalize with:  Logos  Quotes  Monograms  Inscriptions  Personal designs and photos

Other Features Convenient business card pocket Designed and assembled in USA (Berkeley, CA) Movable hand strap for secure closure and carry Eco-friendly: Handcrafted leather is 100% recycled cowhide fibers. Cases constructed with 100% recycled board.

Quality  The iPad is high quality, so we thought the case should be high quality as well!  Our products and media images convey quality

Early Feedback “I love it. Where can I go to buy one today?!” – Apple Retail Store employee “Wow – this is very high quality! I can’t believe your pricing is so low! We sell junk at that price point” – Mall Kiosk Owner “I love the quality! Where can I buy one now?” – 5 CEOs at the Silicon Valley Alliance of CEOs “Until we have it in stock, I’ll refer customers to your web site.” – Apple Retail Store employee

Pricing & Availability  Premium Leather Case: $79.95  Lightly Textured Leather: $59.95  Patterned Case: $49.95  Custom Designed Case: $69.95  Personalization: $9.95 Available: November 17, 2010 At:

powisicase.com