Flora Daily Business Plan © 2009 Mequoda Group, LLC Business Plan and 5-Year Financial Forecast Flora Daily America’s Online Flower Show Rose Harper Editor & Publisher, Flora Daily Senior Vice President, Gardner Media Group

Flora Daily Business Plan © 2009 Mequoda Group, LLC America’s #1 Hobby

Flora Daily Business Plan © 2009 Mequoda Group, LLC Flora Daily Media Pyramid

Flora Daily Business Plan © 2009 Mequoda Group, LLC Media Pyramid Key Concepts Media products have a natural hierarchy –The time, money and trust media continuum Use outside media to acquire new customers –Leverage “free media” first Use content to build a permission database –Components of a niche media super-brand Create many products in many formats –Recycle, reuse and republish content Pull customers up the pyramid to maximize profit!

Flora Daily Business Plan © 2009 Mequoda Group, LLC Flora Daily Mission and Goal Mission: Flora Daily brings journalistic reporting and beautiful photography to America’s most enthusiastic flower gardeners 365 days a year adding joy and happiness to their lives. Goal: Flora Daily aspires to be America’s most frequently visited website by 2015.

Flora Daily Business Plan © 2009 Mequoda Group, LLC Target Reader Profile –55 and older –college graduate –married –$75,000 household income –living in the South –no children at home [Source:

Flora Daily Business Plan © 2009 Mequoda Group, LLC Trends Gardening is America’s #1 hobby [Source: Huliq.com] $35 billion in retail sales in 2007 $428 per household spent in 2007 on do-it-yourself lawn and garden activities [Source:

Flora Daily Business Plan © 2009 Mequoda Group, LLC Trends [Source:

Flora Daily Business Plan © 2009 Mequoda Group, LLC Product Sales Strategy

Flora Daily Business Plan © 2009 Mequoda Group, LLC Sponsorship Strategy

Flora Daily Business Plan © 2009 Mequoda Group, LLC Publishing Strategy

Flora Daily Business Plan © 2009 Mequoda Group, LLC Flora Daily Online Marketing System

Flora Daily Business Plan © 2009 Mequoda Group, LLC Flora Daily Blog

Flora Daily Business Plan © 2009 Mequoda Group, LLC Flora Daily Contests

Flora Daily Business Plan © 2009 Mequoda Group, LLC Flora Daily Books

Flora Daily Business Plan © 2009 Mequoda Group, LLC Flora Daily Magazine Store

Flora Daily Business Plan © 2009 Mequoda Group, LLC Flora Daily Newsletter

Flora Daily Business Plan © 2009 Mequoda Group, LLC Flora Daily Book Promotion

Flora Daily Business Plan © 2009 Mequoda Group, LLC Flora Daily Week-in-Review

Flora Daily Business Plan © 2009 Mequoda Group, LLC Flora Daily Keyword Strategy

Flora Daily Business Plan © 2009 Mequoda Group, LLC Year 5 New Subscriber Source Mix

Flora Daily Business Plan © 2009 Mequoda Group, LLC Year 5 Revenue Mix

Flora Daily Business Plan © 2009 Mequoda Group, LLC Flora Daily Financial Summary

Flora Daily Business Plan © 2009 Mequoda Group, LLC Flora Daily Financial Summary Detail

Flora Daily Business Plan © 2009 Mequoda Group, LLC Organizational Strategy

Flora Daily Business Plan © 2009 Mequoda Group, LLC Flora Daily Product Champion Biography of Rose Harper, Editor & Publisher Rose Harper is a successful author, newspaper columnist and newsletter publisher. She writes about and has a strong passion for gardening. She takes an investigative approach to gardening — always talking to gardeners, reading gardening books and journals, and attending garden shows. Rose loves interviewing experts to learn about the gardens they have created, the flower varieties that have done well (and those that haven’t), and the gardening techniques that they used. In creating Flora Daily, she has tapped the experience and wisdom of seasoned gardeners from around the world who have generously shared their tried-and-true gardening tips and techniques. Rose enjoys gardening with her young children, who love digging in the earth, watering the plants, and even weeding! Together they cultivate vegetables as well as flower gardens filled with perennials and shrubs, including hydrangeas, daylilies, azaleas and rhododendrons.

Flora Daily Business Plan © 2009 Mequoda Group, LLC Launch Checklist

Flora Daily Business Plan © 2009 Mequoda Group, LLC Thank You Don Nicholas, Managing Partner Mequoda Group, LLC (508) Wood Street Bristol, RI