Market Monkeys Wai Eric Cheung Chang Yup Kim Derek Ku Kevin Kuang Leon Chee Kit Leong Weiquan Lu Danny Tseng Round Table Group 2005 Case Opening MS&E 271 April 19, 2006

Investment Management Litigation 2004/2005 TAD/TAM Analysis Time Revenue 2004 Income Analysis Litigation Investment Management Data Licensing Corporate Learning Litigation Market - Early Majority Investment Management - Early Adapter 91% 7% 1% Adapted from: Moore (2002), Crossing the Chasm, and Wiefels (2002), The Chasm Companion. Diagnosis: TALC

Decision: 6Ms LitigationInvestment MarketLawyers and Legal assistantsInvestment Managers and Executives MotivesObtain market dominance in litigation consulting industry; expand market share Increase market reputation in investment market; expand market share MessagesIn the industry since 2000 with a large and growing pool of experts to deliver prompt, quality and credible information In the industry since 2003 with a growing pool of experts which can be sourced out to match customer’s specific need in good time MediaWWW, Law publications, Law conferences, tradeshows, s WWW, Finance publications, Finance conferences and tradeshows, targeted s Money (refer to the economic analysis for the details of the breakdown) ~300K~700K MetricsWeb hits and response, Market and sales volume growth, No. of referrals Web hits and response, Market and sales volume growth, Trial services, No. of referrals Sources: Crossing the Chasm, Geoffrey A. Moore (2002) – High-tech Marketing Enlightenment Marketing Toolkit, MS&E 271 Establish market leadership in Litigation; Secure beachhead and become a major player in the Investment Management Industry Conference (25%) Web Ads (20%) Customer visits (20%) Publication (10%) Try-before-you- buy (15%) Research (5%) Contact Expansion (5%) Conference (15%) Customer Visit (25%) Contact Expansion (25%) Web Ads (10%) Publication (15%) Try-before- you-buy (5%) Research (5%)

Analysis I: SWOT Strengths of Competitors - Tasa has a larger experts database and a well- organized search interface - Tasa has strong global presence (law conventions, publications, search engines and hub websites) - ExpertPages is cheap to upkeep, being only a web directory service - Cornerstone is a niche player, so they can afford to spend all budget in a very focused market segment - Web search engines are free (Google, Yahoo, etc…) - Vista Research is a comprehensive solution provider that also offers breadth of services - GLG has a dominating share of this market Weaknesses of Competitors - Tasa does not provide customized solutions (find experts for special needs) - ExpertPages can only be found with specific keywords on search engines - Cornerstone can be too focused in the wrong market - GLG has limited breadth of expertise - Vista Research is expensive - Independent research analysts lack credibility and do not have a corporation to endorse their work - Independent research analysts lack breadth of contacts in the industries Opportunities for Round Table Group - Dominate litigation fields that competitors do not play in - Create data licensing web database - Improve public awareness by advertising. - Capture GLG’s market share by providing breadth of expertise - Capture Vista Research’s mkt share by providing low-cost solution for cost-sensitive customers - Leverage litigation contacts in investment management Threats for Round Table Group - Tasa has a strong portfolio of experts - ExpertPages and Cornerstone have strong reputations - Search engines are free - Vista Research is attractive for those who are not cost-sensitive Litigation Investment Management

Key AssumptionsI-MgmtLitigation New customer growth (05)400%5% New customers growth rate (06,07)45%5% New customers usage growth rate40%15% Returning customers growth rate4%8% Returning customers usage growth rate30% Millions Margin Projection with Sensitivity Analysis -Very strong growth in investment management customers early on -Investment management revenue surpasses litigation Analysis II: Economic

RiskMitigation StrategyContingency PlanSeverityProbability Cheap DIY solutions (search engines) and substitutes Do marketing on value added-ness (speed, accuracy, reliablity) as a reason for the higher but affordable price Provide try-before- you-buy services or do more data licensing HighLow InvestorSide research Association providing full services based on partnerships Join Investorside as a partner, provide experts as analysts Form partnerships with other players in the market to provide full services HighMedium Requires consultants which manage the entire project Find experts that can do consulting work as well Form partnerships with an established consulting firm, or outsource the project Medium Reality Test: Matrix