1. Ignite Corporate Goals Desired State Current State Significant player in digital sports media rights ownership, presently focusing on acquiring rights beyond the three current teams. Basic company infrastructure and architecture are in place, but need to address scalability, automation and funding. Be the leading digital sports media rights owner and content producer for team, league, regional and portal “sites” #Action / Sub-goalResponsibleDue Date 1Raise VCAdams 2Close 12 rights deals by EO 1Q00GoldbergEO 1Q00 3Make team sites destination of choice for fans and media to learn about, follow, or interact with teams. Jakob 4[Insert Design Goal Statement Here]Stearns 5[Insert Revenue Goal Statement Here]Kane 6[Insert Marketing and Distribution Goal Here]Kane 7Become the leading partner to media companies as an outsourced solution for online sports publishing. Schliesmann 8Develop systems and solutions in support of Ignite business goals – providing easy to use, highly scalable, robust, flexible offerings (sites, tools, advanced technology solutions) Schliesmann 9Efficiently grow Ignite personnel and resources to handle media rights and media partner objectives while achieving some economies of scale JakobEO 1Q00 Actions 11/30/99

2. Outsourcing Goals Desired State Current State Capable of hosting sites or providing custom feeds only. Become the leading partner to media companies as an outsourced solution for online sports publishing. #Action / Sub-goalResponsibleDue Date 7.1Close X media partner deals by Y.Goldberg 7.2Design and develop systems to seamlessly blend Ignite and partner content for WEB/PC-Based destinations. 7.3Design and develop systems to seamlessly blend Ignite and partner content for Interactive Television. 7.4Design and develop systems to seamlessly blend Ignite and partner content for PDAs. 7.5Design and develop systems to seamlessly blend Ignite and partner content for WAP. Actions 7.0 11/30/99

3. Technology Goals Desired State Current State Basic infrastructure and architecture in place. Basic tools in place. Sites require significant customization. Scalability, robustness, and outsourcing requirements need to be addressed. Develop systems and solutions in support of Ignite business goals – providing easy to use, highly scalable, robust, flexible offerings (sites, tools, advanced technology solutions) #Action / Sub-goalResponsibleDue Date 8.1Develop and execute on a strategic architecture (addressing new technologies, outsourcing, scaling, QA, bug fixing, etc.) Weiland 8.2Scale systems to be capable of handling 20 sites by EO 1Q00, 35 sites by EO 3Q00 Lee 8.3Develop / Enhance tools to reduce team site customization requirements Lee / Dir Web Dev. 8.4Research and develop Advanced Technology Solutions (I.e. Ad Serving, E-Commerce, Multimedia, *Cast, ITV, WAP, Palm.net) Schliesmann Actions 8.0 11/30/99

4. Desired State Current State Tactical architecture in place; SportsTicker and AP Feed-centric; data is distributed using “pull” instead of “push”; Develop and execute on a strategic architecture (addressing new technologies, outsourcing, scaling, QA, bug fixing) #Action / Sub-goalResponsibleDue Date 8.1.1Design and implement an event-based (“push”) data distribution system. 8.1.2Design and implement a scalable data acquisition and processing system for all media types. 8.1.3Design and implement easy-to-use system control, monitoring, notification and reporting tools. 8.1.4Design and implement a process and tools for Quality Assurance, including testing and bug reporting and tracking. 8.1.5Design and implement, acquire or integrate a robust, scalable content publishing process, workflow and tools capable of handling multiple media types. 8.1.6Research, monitor and integrate new technologies into our strategic architecture. 8.1.7Design and implement redundant systems and fail-over capability where warranted. Actions 8.1 12/6/99 8.1

5. 8.2 Desired State Current State Currently supporting six sites – serving capacity unknown, no defined metrics Scale systems to be capable of handling 20 sites by EO 1Q00, 35 sites by EO 3Q00 #Action / Sub-goalResponsibleDue Date 8.2.1Test and Benchmark production hardware and software systems to define metrics of scale Lee 8.2.2Create, acquire or contract content/Site serving performance, measurement and tuning processes and tools. Lee 8.2.3Set-up and plan the acquisition of required hardware and software (financing) Actions 8.2 12/6/99

6. 8.3 Desired State Current State Each Site built from the ground up with limited reuse of code or objects Develop / Enhance tools to reduce team site customization requirements #Action / Sub-goalResponsibleDue Date 8.3.1Research and Develop web object/code/component reuseMoyer 8.3.2Define set of common templates for reuse in site development Stearns 8.3.3Architect all subsystems in an object oriented manner to allow reuse across team/media sites (game tool, player page system, etc.) Weiland 8.3.4Design and implement a content publishing system where content is treated in an objected oriented manner, allow for true publish once, display everywhere model Weiland Actions 8.3 12/6/99

7. [NEW] Goal Desired State Current State [Insert Current State Statement Here] [Insert X.0 Goal Statement Here] #Action / Sub-goalResponsibleDue Date X.1 X.2 X.3 X.4 X.5 X.6 X.7 X.8 X.9 Actions X.0 11/30/99