1 your mobile concierge service copyright © 2007 my mieva | mymieva.com nicholas hsu ceo...

1

Your mobile concierge service

Copyright © 2007 My Mieva™ | mymieva.com

Nicholas [email protected]

Katrina JosephDigital Media & Marketing [email protected]

Brandon FaustTechnical [email protected]

Kevin ShawFinancial [email protected]

2

My Mieva™ is a mobile concierge service that utilizes web and mobile device technologies to provide dining recommendations to customers on the go.


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Overview

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Overview



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Opportunity

Mobile Offices

Mobile Devices

Online and Mobile Technologies

4

Overview

Business Traveler• Age 25-65• Mid to Top Level Executive• Extrovert and Social • Possesses a corporate account• Uses a hand-held mobile device• Has unlimited web access • Stays in upscale hotels• Dines at upscale restaurants• Uses limo/car services• Has disposable income• Travels 35% of the year and more• Travels by air, train, and car



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Business Executive• Age 25-65• Mid to Top Level Executives• Extrovert and Social • Possesses a corporate account• Uses a hand-held mobile device• Has unlimited web access• Stays in upscale hotels• Dines at upscale restaurants• Uses limo/car services• Has disposable income

Target Market

5

Overview



Target Market

Geographic Focus Other Services

OpenTable All Customers International•Restaurant details•Rewards points

DinnerBroker All Customers All US Cities•Restaurant details•Restaurant reviews •Rewards points

My Mieva™ Business Travelers

Top 25 Major Convention Cities

•Restaurant details•Restaurant reviews •Rewards points•Concierge services

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Indirect: Google, Yahoo, Mobo, …

Competitive Analysis

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Service Plan



My Mieva™

Online

MobilePersonal

Concierge

TechnicalSupport

Technology

Live Support

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Technology & Live Support

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Registered Users – Price: Free - All General User Features

- Restaurants for You - Friends and Family Recommendations - Account Management Features - Discounts - 24/7 Technical Support

Service Plan


Customer Pricing Plan


Gold Memberships – Price: $9.95/month - All Registered User Features

- Live Concierge Support - Rewards Points

General Users – Price: Free - Restaurant Search Engine

- Expert Picks - Restaurant Details - Get Me There - Media Center

General Users

Registered Users

Gold Members

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Service Plan


Technology


Online Mobile

Technology

View Desktop/Laptop Interface View Hand-held Interface

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Service Plan


Live Support


Live Support

Personal Concierge

Technical Support

View web site

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Marketing Plan


Overview


Press Kit

Web Site

Ad Placement

Corporate Accounts

Sponsor Events

Guest Speaker

Write Industry-Related Articles

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We will capture 15% of business travelers and 7% of the local

community by the end of Year 5

Marketing Expenses Y1: $253K

Y5: $1.3M

Long-term Goals- Y6: Hotel reservations,

airlines, trains, car rentals, taxi/limo/car service

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Marketing Plan


Partnerships


ConciergeServices

RestaurantsOnline

Reservation Services

My Mieva™

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CityGuides

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Marketing Plan


Timeline


Beta Release Y1 Qtr 3 inWashington D.C.

Year 1 Year 2 Year 3 Year 4 Year 5

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Service Release to four cities:

Chicago Las Vegas Orlando Atlanta

Beginexpansion to two cities per month

Continue expansion to three cities per month until service is launched in all 25 major convention cities

Service Release is completed by 2nd Qtr

Begininternational and rural service expansion

Continueinternational and rural service expansion

Beginservice offering expansion (i.e. hotels, car rentals)

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Financial Plan


Revenue Model


Advertising (online ads and mobile ads)

Single use personal concierge fees ($2.95/call)

Gold membership fees ($9.95/month)

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Financial Plan


Revenue


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Year 1 Year 5

Number of Web PagesViewed per Visit

7 7

Click Through Rate(average per page)

5.0% 5.0%

Revenue per Click $0.05 $0.10

Revenue per Visit $0.0175 $0.0350

Number of WebSite visitors per day shown as a percentage of

Registers Users6.5% 6.5%

Days per Month 30.4 30.4

Revenue per Registered User $0.0346 $0.0692

Year 1 Year 5

Advertisements per Use 5 9

Percentage of per Click Ads na 50%

Click through Rate na 3%

Revenue per Click na $0.10

Percentage of Impression Ads 100% 50%

Revenue per 1000 impressions $1.00 $1.00

Revenue per Use $0.0050 $0.0180

Usage per customer 4 6

Revenue per Monthly User $0.0200 $0.1080

Online PC Based Ads Mobile Based Ads

Single use personal concierge fees ($2.95/call)

Gold membership fees ($9.95/month)

Add in summary of old previous slides

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Financial Plan


Cash Flow


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PC Web Ads $2,832 $151,227 $647,847 $1,743,019 $2,577,561

Mobile Web Ads $5,662 $115,472 $629,969 $1,905,230 $3,566,145

Service Fees $12,503 $287,118 $1,208,310 $2,586,199 $3,817,899

Total $20,997 $553,817 $2,486,127 $6,234,448 $9,961,605

Cost of Goods Sold ($366,831) ($596,686) ($814,882) ($1,029,789) ($1,309,467)

Marketing ($253,440) ($613,150) ($967,344) ($1,215,582) ($1,303,842)

G&A ($112,750) ($162,290) ($160,057) ($181,342) ($228,761)

R&D ($261,950) ($133,200) ($315,415) ($646,709) ($809,843)

Total Expenses ($994,971) ($1,505,326) ($2,257,697) ($3,073,421) ($3,651,912)

EBIT ($973,975) ($951,509) $228,429 $3,161,026 $6,309,693

Income Tax Expense $0 $0 ($91,372) ($1,264,411) ($2,523,877)

Net Income ($973,975) ($951,509) $137,057 $1,896,616 $3,785,816

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Financial Plan


Net Income


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Financial Plan


Cash Flows


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Financial Plan


Exit Strategy


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End of Year 5 ProjectionsRevenue: $10MEBIT: $6.3MNet Income: $3.8MService Usage per Month: 3,122,344Registered Users: 3,483,898 Gold Members: 34,839City Coverage: 25 Major Cities

Requested Funding: $3MEstimated Ownership: 45%5 Year IRR: 30% (using a 3.5 EBIT Multiple)

Exit Strategy: Merger or Acquisition

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Executive Team



Nicholas Hsu

CEO

Katrina JosephDigital Media & Marketing Director

Brandon FaustTechnical Director

Kevin ShawFinancial Director

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Mobile Media Strategy Advisor

Katrice Jones, Vice President of Digital Media and Creative Services at TV One.

Hotel and Hospitality Advisor

Tony Camm, General Manager at the Holiday Inn Select Hotel.

Restaurant Operations Consultant Victoria Wu, Events Coordinator at Cakes by Happy Eatery.

Personal Concierge Consultant Katharine Giovanni, Founder and President of Triangle Concierge.

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Questions



Thank YouThe My Mieva™ Executive Team

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Nicholas [email protected]

Katrina JosephDigital Media & Marketing [email protected]

Brandon FaustTechnical [email protected]

Kevin ShawFinancial [email protected]

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Financial Plan


Market Estimates


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My MievaTM is estimating its marketing campaign will result in an initial market capture in new cities of 5% of business travelers and .1% of the local population per month

Tier Business Travelers Local Population

Tier 1 45,833 4,885

Tier 2 33,333 3,106

Tier 3 25,000 5,524

Tier 4 16,667 6,918

Tier 5 8,333 3,540

Monthly Captured Market

= Total Market * 5%12

Business Captured Market per Month

= Total Market * .1%Local Captured Market

per Month

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Financial Plan


User Estimates


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Number of Cities 1 10 21 25 25

Monthly Usage(Based on initial release city estimates and

expected growth, 5%- 2% Business Travelers, 10% - 2% Local Community)

66,362 722,666 1,600,835 2,461,947 3,122,344

Registered Users (10% - 2% of Monthly Users become Registered

Users)34,944 581,709 1,576,468 2,810,293 3,483,898

Gold Members(1% of New Registered Users become Gold

Members)349 5,817 1,121 28,103 34,839

Monthly Per Use Gold Members(.1% of Monthly Users will use a Single Use Gold

Service)66 723 1,601 2,462 3,122

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Financial Plan


Revenue


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Number of Web PagesViewed per Visit

7 7 7 7 7

Click Through Rate(average per page)

5.0% 5.0% 5.0% 5.0% 5.0%

Revenue per Click $0.05 $0.08 $0.08 $0.10 $0.10

Revenue per Visit $0.0175 $0.0280 $0.0280 $0.0350 $0.0350

Number of WebSite visitors per day shown as a percentage of

Registers Users6.5% 6.5% 6.5% 6.5% 6.5%

Days per Month 30.4 30.4 30.4 30.4 30.4

Revenue per Registered User $0.0346 $0.0553 $0.0553 $0.0692 $0.0692

Ads per page were not considered as revenue is driven per click. The assumptions are based on the percentage of customers clicking on an advertisement on the page which we do not feel is increased due to more ads per page. On average we expecting 8-15 ads per page

Add in Gold Members and mobile pieces


Advertisements per Use 5 6 7 8 9

Percentage of per Click Ads na na 25% 50% 50%

Click through Rate na na 3% 3% 3%

Revenue per Click na na $0.08 $0.10 $0.10

Percentage of Impression Ads 100% 100% 75% 50% 50%

Revenue per 1000 impressions $1.00 $1.00 $1.00 $1.00 $1.00

Revenue per Use$0.005

0$0.006

0$0.009

5$0.0160

$0.0180

Usage per customer 4 4 5 5 6

Revenue per Monthly User$0.020

0$0.024

0$0.047

3$0.0800

$0.1080

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Financial Plan


User Estimates


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Growth in Local Users 10% 8% 7% 5% 2%

Growth in Business Users 5% 5% 4% 3% 2%


Monthly Service Users that become Registered Users

10% 10% 7% 5% 2%

Monthly Registered Users who become Gold Members

1% 1% 1% 1% 1%

Monthly Service Users who pay for per use Gold Service

0.1% 0.1% 0.1% 0.1% 0.1%

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Financial Plan


Exit Strategy


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Advertisements per Use 5 6 7 8 9

Percentage of per Click Ads na na 25% 50% 50%

Click through Rate na na 3% 3% 3%

Revenue per Click na na $0.08 $0.10 $0.10

Percentage of Impression Ads 100% 100% 75% 50% 50%

Revenue per 1000 impressions $1.00 $1.00 $1.00 $1.00 $1.00

Revenue per Use$0.005

0$0.006

0$0.009

5$0.0160

$0.0180

Usage per customer 4 4 5 5 6

Revenue per Monthly User$0.020

0$0.024

0$0.047

3$0.0800

$0.1080

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Financial PlanGeneral and Administrative

Personnel: General and Administrate costs include the CEO and CFOOffice Space: For year 1, My Mieva™ will operate as a home-based business. Starting in year 2, the company will rent space at the Mason Enterprise Center which will provide furniture and basic utilities. This will be a working arrangements until year 5 when My Mieva™ will move to a Fairfax based

office.Hardware and Software: Starting year 2, My Mieva™ will provide all employees with a laptop and basic office software. Leasing prices have been provided by Dell for the equipment. In year 1, employees will be required to use their home computers.

Office Supplies: A small budget is provided for general office supplies each month.Accounting, Payroll and Tax Services: For year 1, finances and payroll activities will be covered by the CFO with a small additional cost for software. After year 1, additional outsourced support will be required for detailed accounting and tax support.

Legal Support: Includes outsourced Patent, Trade Market, and Contract support.Misc Tech Support: An estimated additional budget for misc technical support of general office equipment and needs.


Personnel$70,00

0$76,30

0$83,16

7$90,65

2$98,81

1

Office Space $1,500$12,54

0$12,54

0$12,54

0$50,00

0

Basic Hardware and Software

$0$18,20

0$9,600

$11,400

$13,200

Office Supplies $2,400 $2,400 $2,400 $2,400 $2,400

Accounting Support

$6,350$24,35

0$24,35

0$24,35

0$24,35

0

Legal Support$28,60

0$13,60

0$13,60

0$13,60

0$13,60

0

Misc Tech. Support

$2,400 $2,400 $2,400 $2,400 $2,400

Total$111,2

50$149,7

90$148,0

57$157,3

42$204,7

61

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Financial PlanR&D

Personnel: My Mieva™ will support R&D largely through its technical staff through year 2. In year 3 additional R&D support is hired.Outsourced Support: It is recognized that additional support will be required for special design support. As such outsourced dollars have been estimated based required support and free lance prices as seen on general job programming job boards. The estimate support required peaks in Year 1

to produce the Beta and first release. The support is again increased in year 4 when positive profits are achieved.Hardware and Software: A testing lab is established at the release of the beta. The lab consists of additional servers leased at the same rate as the operational servers. These servers provide some redundancy as well as test network for new development. Initially, 2 servers will be purchased and

this will increase to 5 in year 5. In addition, the Adobe software suite will be purchased for the R&D team.


Personnel

$0 $0$178,2

15$388,5

09$529,3

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Outsourced

Support

$242,00

$99,000

$99,000

$219,000

$219,000

Hardware and

Software

$19,950

$34,200

$38,200

$39,200

$61,500

Total$261,9

50$133,2

00$315,4

15$646,7

09$809,8

43

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Financial PlanMarketing

Web and Traditional Advertising: My Mieva™ will utilize Google’s Adwords to place ads at price per click of $.05. It is estimated that roughly 50,000 clicks are desired per year. The remainder of the traditional advertising budget will work towards placing ads in travel, local, and dining magazines in service areas.

Travel and Partner Visits: To establish partnerships with key players and conferences, travel will be required. The travel costs were estimated to be $600 per trip for local trips and $2,500 for long distance trips (over 400 miles). The budget has been created to support 6-10 customer visits per month by the Marketing staff based on the release city. This works out to be at least 3 trips prior to release in each city.

Conference Sponsorships: My Mieva™ plans to sponsor many events, several through cross-advertising, and non-monetary means. However, a budget of $2,050 per month per city has been establish to sponsor key events.Press Kit: Pamphlets, brochures, articles, and other material will be required and it is estimated that this will costs My Mieva™ $2,000 per month.

Personnel: Includes all members of the marketing team (Marketing Director and Business Developers). The estimate personnel and salaries can be seen in the personnel section.


Web and Traditional Advertising

$51,200

$120,000

$120,000

$120,000 $120,000

Travel and Partner Visits

$30,940

$40,800

$138,240

$158,400 $213,120

Conference Sponsorships

$12,300

$172,200

$405,900

$608,850 $615,000

Press Kit (printing, publishing costs)

$24,000

$24,000

$24,000

$24,000 $24,000

Personnel$135,0

00$256,1

50$279,2

04$304,332 $331,722

Total$253,4

40$613,1

50$967,3

44$1,215,58

2$1,303,84

2

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Personnel$235,00

0$256,15

0$252,00

0$511,53

6$698,733

Hardware and

Software$31,700 $31,900 $32,700 $44,500 $56,300

Call Center Support

$40,000$252,00

0$252,00

0$252,00

0$252,000

Partnerships

$59,333 $38,667 $58,000 $64,000 $29,500

Credit Card Fees

$798 $17,970 $74,168 $157,752 $232,434

Total $366,033 $578,717 $594,700 $872,036 $1,077,033

Personnel: Includes all members of the technical team (Technical Director, Engineers and Web Developers). The estimate personnel and salaries can be seen in the personnel section.Hardware: To support the service, servers are leased at a rate of $950 per month with a one-time set up fee of $400. It is estimated that the initial service can be provided using 3 servers and the service will expand to 5 in year 5.

Software: To support the service, each member of the technical team will be issued a license for the Adobe Development suite at $2,000 at purchase and $500 each following year. Free web server, database and other software will be used.Call Center Support: Call Center Support will be outsourced to a call center company. The support center will record questions and will have the ability to offer basic technical assistance, record larger technical problems to be given to the technical team, and transfer callers to local concierge services in

selected cities. General internet rates for 24 hour support average around $2,000 per month. My Mieva™ expects roughly 2 support agents will be required to start the service and this will increase to 10 by the mid part of year 2.Partnership Support: My Mieva™ plans to integrate with online reservation, ordering, and other supporting services. This integration will allow users a more robust service from the My Mieva™ site. To fully integrate with these services, an additional integration cost is incurred to cover the initial

setup, $13,000, and support costs, $166 per month. These costs include the purchase of additional software and the travel required to ensure seamless integration. Credit Card Fees: To process credit card orders estimates were used based on the PayPal service. The service charges a flat o f$.30 per transaction plus 2.9% of the charge. These estimates were calculated based on the revenue generated from Gold Membership and Gold Service.

Note: No additional costs are shown to manage and keep restaurant information up to date. These costs are captured in development costs for the upload features for each restaurant and the day to day operations of the technical and marketing staff.

Financial PlanCost of Goods Sold

1 your mobile concierge service copyright © 2007 my mieva | mymieva.com nicholas hsu ceo...

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