Founder and CEO: Stacy Tasman Website: HowHeAsked.com Contact: Location: New York, NY investor information

Men are not very creative. 2 Gardner| March 2014

What? They’re not. 3 Gardner| March 2014

4 They are, however, expected to spend $5,000 on one of these : And needing to plan a proposal that looks something magical like this : Gardner| March 2014

5 And that’s where how he asked comes in… how he asked is the first marriage proposal platform to : Curate real proposal stories Give men a forum for discussing their proposal ideas Connect men with local vendors (jewelers, photographers, venues, etc.) Facilitate engagement ring purchases Provide information to men looking to propose … All to help men execute an absolutely perfect proposal! Gardner| March 2014

6 how he asked is the first site to take advantage of this untapped $11bn aspect of a proven successful wedding industry. Wedding sites are cluttered and focus on the wedding & the female – not the proposal & the man. Vendors & big - name jewelers also do not have a direct line to male customers. The jewelry market is an 11bn piece of the 53.3bn wedding industry : The First in an $11bn Industry Gardner| March 2014

The Team 7 CEO: Stacy Tasman 4 Years in Startups Marketing Guru Sales: Shantel Khleif Wedding Planner Industry Expert Tech: Pixl Group Wordpress design duo Based in Chicago Gardner| March 2014

Overview and History – 150,000 Visits Per Month 8 History and Quick Facts Launched in September 2011 Traffic has grown from 15k readers to 150k+ monthly More than 10 proposal submissions to the site weekly Stories, photos, and videos have viral share Growth thus far has been organic, with zero marketing dollars spent Overview Today: howheasked.com is a user- generated curation of proposal stories – allowing women to publish and share their happy moment. Future: Men can search for proposals, find and purchase engagement rings, crowd-source proposal ideas, and connect with local vendors. A redesign at the end of Jan resulted in 110% increase in page views Gardner| March 2014

Market Size & Opportunity – a Piece of $53.3bn Pie 9 78% of couples use internet search to locate products and services for their wedding and 76% use wedding or bridal websites. (source: The Wedding Report, 2011) The engagement ring and wedding jewelry market is an $11 billion industry. The average cost of an engagement ring is: $5,200. (source: The Knot Market Intelligence, 2011) In 2011, there were ~2.1 million weddings, along with ~350,000 wedding businesses. (source: The Wedding Report, 2011) OPPORTUNITY: Capture a portion of local engagement spend by facilitating the discovery and buying process online. Total spend: $53.3 Billion (source: The Wedding Report, 2011) Gardner| March 2014

Product Breakdown 10 ProductDescriptionStatusNotes Self- Publishing Platform User-submitted proposal stories with photos and videos ✓ MVP built in Nov 2013 re- launch Currently functioning off WordPress; Could enhance auto-publishing capabilities BlogInformational and inspirational posts on love and proposals ✓ Currently functioning, One post per week Vendor GuideLocation-based directory of planners, photographers, venues, + more resources ✓ Built in Nov 2013 re- launch Need to create more robust directory with sponsor & upsell capabilities Advice + Planning Consult with experts ✓ Partnered with proposal planners to help Search PlatformIndex proposal stories in a searchable way for men ✓ Built in Nov 2013 Created category-based search engine Crowd-Source Forum Create a community of men looking to propose Product Spec’d – on holdUncertain of efficacy Ring GuideWomen can find and collect their favorite rings; Men can discover and purchase a ring ✓ Built in Nov 2013 re- launch Working with one jeweler to populate their catalog; Need to develop index ShopBridal accessories + gifts for the bride and groom UndefinedE-commerce component with rev share model Gardner| March 2014

Revenue Streams 11 OpportunityDescriptionRevenueYearly ($316k) AdvertisingWomen’s lifestyle brands, Ring Designers, Men’s Fashion, Photographers $9 CPM$100,000 Ring GuideDirectory, ring generator, information (20 Jewelers) $400/monthly, Pay Per Profile $96,000 Vendor GuideDirectory of qualified, local vendors; Focus on top 20 cities with 20 vendors per city (photographers, jewelers, videographers, venues, planners) $20/listing + $60 for sponsored listing (monthly) $80,000 PartnershipsSubmission package: receive 10% off David’s Bridal, 15% off Men’s Warehouse, $100 credit on your Pottery Barn registry, etc. Flat fee 4k/partner $24,000 Online ShopAffiliates: bridesmaid gifts, bridal jewelry 10% of sales10,000 Consulting and Planning Online planning tools and idea packages $100-$500 per package $6,000 Gardner| March 2014

Competitor Overview 12 The Knot Pros: Brand recognition, “ultimate” resource Cons: Overblown planning tool, wedding and female-focus only, cluttered Value: $234mm Wedding Wire Pros: Strong directory, user reviews Cons: Expensive for vendors, mostly brides who use the site Value: $50-$100 million (currently profitable and raised $25mm in September 2012) Wedding Blogs Pro: Provide inspiration, vendor guides, personal connection to curator, visual appeal Cons: Hundreds of wedding blogs, archives poorly indexed, no scale Value: N/A, yearly income $60k HowHeAsked Pros: First to focus on proposals, funnels Cons: Fragmented demographic, one-time use for men Blue Nile Pros: Physical product, national brand recognition Cons: Not a resource, tools are focused on making direct purchase Value: $417mm Gardner| March 2014

Bottom Line 13 Without spending a dime on marketing, howheasked.com has reached 150k visitors per month how he asked is the first proposal resource in a cluttered $53.3bn wedding market Engagement ring buying alone is an $11bn industry, with no definitive resource for men in the marketplace For brands, advertisers, and vendors, how he asked is a way to connect with highly-targeted, high-potential customers Gardner| March 2014