1. Business Plan Presentation iHammer HammerKit

2. Venture Mission and Strategy Business environment Execution Risk Analysis Key Asumptions and Financials iHammer

3. Our Mission We help web designers to use iPad as a web designing tool and give them posibility to be interactive with the product.

4. Strategic Intent To be the first to release a web designing application for iPad. Key actions (=how to get there): Develop the native app before summer 2011 Get funding Thorough market research

5. Our Earnings Logic Web designers pay to get the HammerKit working on iPad and to use the iPad as a working tool.

6. Business Environment Market (description, size, geography,trends) Users: Web designers with iPads Size: dunno Geography: Global(where there’s iPad there’s iHammer) Trends: Rapidly growing as iPad users increases Concept: Web designing on the iPad Competition (direct and substitution) Not on iPad yet Users don’t see iPad as a good designing tool

7. Project Execution Key Milestones: (product and business) 1. What to do? 2. Gestures for the iPad 3. Wireframe 4. Draft of BP 5. Demo 6. Market research 7. Go or no go: Finished BP and native app

8. Risk Analysis RISKS Market  Not enough users  Pricing Technology/Product  Gestures  Native app  Usability Competence  New competitors  Similar products ACTIONS Market Research Technology/Product User testing and several iterations Funding and recruitment Competence Competitor analysis R&D

9. Key Assumptions Gestures have to work and usability has to be excellent iHammer has to be the first of a kind Enough customers -> $$MONEY$$ People using HammerKit

10. Financial NPV Net Sales

11. Market Research ctd Potential market share  21M iPads sold in the end of 2011  28% uses it for professional usage 21 000 000 * 0,28 = 5 880 000 users Potential sales  5 880 000 * 49,99$ = 293 941 200 $ Realistic: 0,01 * 293 941 200$ = 2 939 412 $

12. Market Research & Test Plan Group / profile# of persons Goal of contact How (interview, survey...) Ready by Designers500k(100)Int, surv26.11 HammerKit Customers 700+ Surv/Newslet ter 1.12 Amateurs3M100Surv26.11 HammerKit employees 155Interview4.11

13. Customer feedback Brilliant idea, would be very useful Interface needs to fullfil iOS ”standards” Usability is sluggish (HammerKit test environment) High price, may affect customers decision The application has to be simple enough for touch use

14. Marketing Mix Competitive Advantage of Service  First web designing app for iPad Marketing Mix  Product: Design on the go with iPad  Price: 49,99$ (only one in app store, professional usage)  Promotion: Apple site feature, forums, web site  Place: App store

15. Marketing Plan The core: First web design application on the iPad First marketing focus on Europe, but  Internet & Apple store are global Quick expand to NA Promotion through Facebook, Twitter & HammerKit  Newsletters  App development updates