Financial Model Projections For A Web Startup
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ASSUMPTIONS* Application funding/start date Application launch date Opex Assumptions General & Administrative Salary Rent (temporary space) Rent (permanent space) Telecom Insurance Maintenance Supplies Travel, entertainment, etc Legal retainer/mo
Sales & Marketing Salary Marketing budget % of monthly marketing allocated to Direct % of monthly marketing allocated to Organic/SEO Content and Production (Start Nov. 2007) Salary Content Creation Budget Production Budget Research and Development Salary Polychrome expenses until launch Interim Design/UI/Branding (Feb-June 2008) Ongoing Design/UI/Branding costs Outsourced Development with Core Objects Operations Salary Revenue Assumptions Traffic Assumptions 1 New user acquisition cost - Direct Marketing costs 2 New user acquisition cost - Organic/SEO 3 Viral additions per new user 4 Period over which friends join (in months) 5 Churn per month Advertising-based Revenue 7 Avg. # of visits per month 8 Avg. Page views per visit 9 Avg. CPM rate across site Ad Network Revenue 10 start date for Ad Network 11 # of new publishers added per month 12 average uniques per Publisher 13 avg. page views/unique 14 Avg. CPM to Publisher Site 15 KP's % of CPM Lead Generation/E-Commerce/Affiliate marketing Start date for Marketplace 12 % of monthly uniques that visit marketplace 13 % that generate a lead with affiliate partners 14 Avg. revenue per lead generated
Assumptions
2007
2008
2009
OPERATING EXPENSES
Dept Category General & Administrative Salary Rent Telecom Insurance Maintenance Supplies Travel, entertainment, related Legal
Oct-07
Nov-07
Dec-07
Jan-08
Feb-08
Mar-08
Apr-08
May-08
Jun-08
Jul-08
Aug-08
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0 $0
$0 $0
$0 $0
$0 $0
$0 $0
$0 $0
$0 $0
$0 $0
$0 $0
$0 $0
$0 $0
S&M Total
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
Content and Production Salary Content Creation Budget Production Budget C&P Total
$0 $$$0
$0 $$$0
$0 $$$0
$0 $$$0
$0 $$$0
$0 $$$0
$0 $$$0
$0 $$$0
$0 $$$0
$0 $$$0
$0 $$$0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
Salary
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
Ops Total
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
Total Opex Excluding Depreciation
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
G&A Total Sales & Marketing Salary Marketing budget
Research and Development Salary Ongoing Design/UI/Branding costs Outsourced Development with Core Objects R&D Total Operations
*Includes legal, accounting, HR, etc.
Sep-08
Oct-08
Nov-08
Dec-08
Jan-09
Feb-09
Mar-09
Apr-09
May-09
Jun-09
Jul-09
Aug-09
Sep-09
Oct-09
Nov-09
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0 $0
$0 $0
$0 $0
$0 $0
$0 $0
$0 $0
$0 $0
$0 $0
$0 $0
$0 $0
$0 $0
$0 $0
$0 $0
$0 $0
$0 $0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0 $$$0
$0 $$$0
$0 $$$0
$0 $$$0
$0 $$$0
$0 $$$0
$0 $$$0
$0 $$$0
$0 $$$0
$0 $$$0
$0 $$$0
$0 $$$0
$0 $$$0
$0 $$$0
$0 $$$0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
Dec-09
Q4, 2007
Q1, 2008
Q2, 2008
Q3, 2008
Q4, 2008
Q1, 2009
Q2, 2009
Q3, 2009
Q4, 2009
2007
2008
2009
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0 $0
$0 $0
$0 $0
$0 $0
$0 $0
$0 $0
$0 $0
$0 $0
$0 $0
$0 $0
$0 $0
$0 $0
$0 $0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0 $$$0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
Dept Category General & Administrative Salary Rent Telecom Insurance Maintenance Supplies Travel, entertainment, related Legal
2007
2008
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0
$0
$0 $0
$0 $0
$0
$0
Content and Production Salary Content Creation Budget Production Budget C&P Total
$0 $0 $0 $0
$0 $0 $0 $0
Research and Development Salary
$0
$0
R&D Total
$0
$0
Salary
$0
$0
Ops Total
$0
$0
$0
$0
G&A Total Sales & Marketing Salary Marketing budget S&M Total
Operations
Total Opex Excluding Depreciation
HEADCOUNT
Wage growth
Department/ Position General and Administrative (G&A) CEO COO GM of Website VP Finance Finance/Accounting HR/office manager HR/office coordinator Administrative support G&A Headcount G&A Base Salary G&A Benefits G&A Total Salary Sales & Marketing (S&M) Director biz development Business development manager VP/Director marketing Marketing coordinator S&M Headcount S&M Base Salary S&M Benefits S&M Total Salary Content and Production Site Editor Channel Editors Web Producer Product Management/Webmaster Director of Content Development Production Head Associate Producer C&P Headcount C&P Base Salary C&P Benefits C&P Total Salary Research and Development VP Engineering Project Manager Senior content engineer Content engineer Senior community engineer Community engineer Senior commerce engineer
Base Salary
5% year
Q4, 2007
Q1, 2008
Q2, 2008
Commerce engineer Senior core engineer Core engineer Senior client UI engineer Web UI engineer QA engineer QA tester R&D Headcount R&D Base Salary R&D Benefits R&D Total Salary Operations Project manager System engineer Database engineer Release engineer Network engineer Customer support Ops Headcount Ops Base Salary Ops Benefits Ops Total Salary Total Team Total Headcount Total Base Salary Total Benefits Total Salary
Q3, 2008
Q4, 2008
Q1, 2009
Q2, 2009
Q3, 2009
Q4, 2009
2007
2008
2009
Department/ Position General and Administrative (G&A) CEO COO GM of Website VP Finance Finance/Accounting HR/office manager HR/office coordinator Administrative support G&A Headcount G&A Base Salary G&A Benefits G&A Total Salary Sales & Marketing (S&M) Director biz development Business development manager VP/Director marketing Marketing coordinator S&M Headcount S&M Base Salary S&M Benefits S&M Total Salary Department/ Position Content and Production Channel Editors Web Producer Product Management/Webmaster Associate Editor Production Head Associate Producer C&P Headcount C&P Base Salary C&P Benefits C&P Total Salary Department/ Position Research and Development VP Engineering Project Manager Senior content engineer Content engineer Senior community engineer Community engineer Senior commerce engineer
Commerce engineer Senior core engineer Core engineer Senior client UI engineer Web UI engineer QA engineer QA tester R&D Headcount R&D Base Salary R&D Benefits R&D Total Salary Department/ Position Operations Project manager System engineer Database engineer Release engineer Network engineer Customer support Ops Headcount Ops Base Salary Ops Benefits Ops Total Salary Total Team Total Headcount Total Base Salary Total Benefits Total Salary
2007
2008
2009
0 0 0 0
0 0 0 0
0 0 0 0
0 0 0 0 $0 $0 $0
0 0 0 0 $0 $0 $0
0 0 0 0 $0 $0 $0
0 0 0 0 0 $0 $0 $0 2007
0 0 0 0 0 $0 $0 $0 2008
0 0 0 0 0 $0 $0 $0 2009
$0 $0 $0
$0 $0 $0
$0 $0 $0
2007
2008
2009
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
$0
$0
$0
$0
$0
$0
$0
$0
$0
2007
2008
2009
0 0 0 0 0 0 0 $0 $0 $0
0 0 0 0 0 0 0 $0 $0 $0
0 0 0 0 0 0 0 $0 $0 $0
$0 $0 $0
$0 $0 $0
$0 $0 $0
REVENUE AND COST OF GOODS SOLD
Model Revenue
Jul-07
Aug-07
Sep-07
App Development Started Application launched Marketing launched Marketing budget allocation Marketing spend
1 1 1 17% $0
1 1 1 17% $0
1 1 1 17% $0
New customers - paid for New customers - organic New customers' friends join Churn
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1 $0 $0
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Average Users Total Users Site Advertising Monthly uniques Total page views Advertising gross revenues Ad Network Ad Network launched Total publishers on network Total monthly uniques on network Total page views on network Gross Ad network Revenue Net Ad Network Revenue to KP Lead Gen/Marketplace Revenue Marketplace launched unique Visits to marketplace click-thrus for various products/services revenue for qualified leads delivered Total Gross Revenue Total Net Revenue
Oct-07
Nov-07
Dec-07
Jan-08
Feb-08
Mar-08
1 1 1 17% $0
1 1 1 17% $0
1 1 1 17% $0
1 1 1 8% $0
1 1 1 8% $0
1 1 1 8% $0
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1 $0 $0
1 $0 $0
1 $0 $0
1 $0 $0
1 $0 $0
1 $0 $0
1 #DIV/0! #DIV/0! #DIV/0!
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Apr-08
May-08
Jun-08
Jul-08
Aug-08
Sep-08
1 1 1 8% $0
1 1 1 8% $0
1 1 1 8% $0
1 1 1 8% $0
1 1 1 8% $0
1 1 1 8% $0
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1 $0 $0
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Oct-08
Nov-08
Dec-08
Jan-09
Feb-09
Mar-09
Apr-09
1 1 1 8% $0
1 1 1 8% $0
1 1 1 8% $0
1 1 1 8% $0
1 1 1 8% $0
1 1 1 8% $0
1 1 1 8% $0
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1 $0 $0
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May-09
Jun-09
Jul-09
Aug-09
Sep-09
Oct-09
Nov-09
1 1 1 8% $0
1 1 1 8% $0
1 1 1 8% $0
1 1 1 8% $0
1 1 1 8% $0
1 1 1 8% $0
1 1 1 8% $0
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1 $0 $0
1 $0 $0
1 $0 $0
1 $0 $0
1 $0 $0
1 $0 $0
1 $0 $0
1 #DIV/0! #DIV/0! #DIV/0!
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Dec-09
Q3, 2007
Q4, 2007
Q1, 2008
Q2, 2008
Q3, 2008
1 1 1 8% $0
3 1 1 50% $0
3 1 1 50% $0
3 1 1 25% $0
3 1 1 25% $0
3 1 1 25% $0
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1 $0 $0
1 $0 $0
1 $0 $0
1 $0 $0
1 $0 $0
1 $0 $0
1 #DIV/0! #DIV/0! #DIV/0!
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Q4, 2008
Q1, 2009
Q2, 2009
Q3, 2009
Q4, 2009
2007
3 1 1 25% $0
3 1 1 25% $-
3 1 1 25% $-
3 1 1 25% $-
3 1 1 25% $-
1 1 100% $0
#DIV/0! #DIV/0! #DIV/0! #DIV/0!
#DIV/0! #DIV/0! #DIV/0! #DIV/0!
#DIV/0! #DIV/0! #DIV/0! #DIV/0!
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#DIV/0! #DIV/0! #DIV/0! #DIV/0!
#DIV/0! #DIV/0! #DIV/0! #DIV/0!
#DIV/0! #DIV/0!
#DIV/0! #DIV/0!
#DIV/0! #DIV/0!
#DIV/0! #DIV/0!
#DIV/0! #DIV/0!
#DIV/0! #DIV/0!
#DIV/0! #DIV/0! #DIV/0!
#DIV/0! #DIV/0! #DIV/0!
#DIV/0! #DIV/0! #DIV/0!
#DIV/0! #DIV/0! #DIV/0!
#DIV/0! #DIV/0! #DIV/0!
#DIV/0! #DIV/0! #DIV/0!
1
1 $0 $0
1 $0 $0
1 $$-
1 $$-
1 $$-
$$-
1 #DIV/0! #DIV/0! #DIV/0!
1 #DIV/0! #DIV/0! $173,277
1 #DIV/0! #DIV/0! $179,160
1 #DIV/0! #DIV/0! $179,895
1 #DIV/0! #DIV/0! $179,987
1 #DIV/0! #DIV/0! #DIV/0!
#DIV/0! #DIV/0!
#DIV/0! #DIV/0!
#DIV/0! #DIV/0!
#DIV/0! #DIV/0!
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#DIV/0! #DIV/0!
2008
2009
1 1 100% $0
1 1 100% $-
#DIV/0! #DIV/0! #DIV/0! #DIV/0!
#DIV/0! #DIV/0! #DIV/0! #DIV/0!
#DIV/0! #DIV/0!
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1 $0 $0
1 $$-
1 #DIV/0! #DIV/0! #DIV/0!
1 #DIV/0! #DIV/0! $712,319
#DIV/0! #DIV/0!
#DIV/0! #DIV/0!
2007 Revenue
New customers - paid for
#DIV/0!
New customers' friends join Churn
#DIV/0! #DIV/0!
Average Users Total Users
#DIV/0! #DIV/0!
Total page views Advertising gross revenues
#DIV/0! #DIV/0!
Total Gross Revenue
#DIV/0!
2008
2009
#DIV/0!
#REF!
#DIV/0! #DIV/0!
#REF! #REF!
#DIV/0! #DIV/0!
#REF! #REF!
#DIV/0! #DIV/0!
#REF! #REF!
#DIV/0! #DIV/0!
#REF!
Sales & Marketing Salary Marketing budget % of monthly marketing allocated to Direct % of monthly marketing allocated to Organic/SEO Content and Production (Start Nov. 2007) Salary Content Creation Budget Production Budget Research and Development Salary Polychrome expenses until launch Interim Design/UI/Branding (Feb-June 2008) Ongoing Design/UI/Branding costs Outsourced Development with Core Objects Operations Salary Revenue Assumptions Traffic Assumptions 1 New user acquisition cost - Direct Marketing costs 2 New user acquisition cost - Organic/SEO 3 Viral additions per new user 4 Period over which friends join (in months) 5 Churn per month Advertising-based Revenue 7 Avg. # of visits per month 8 Avg. Page views per visit 9 Avg. CPM rate across site Ad Network Revenue 10 start date for Ad Network 11 # of new publishers added per month 12 average uniques per Publisher 13 avg. page views/unique 14 Avg. CPM to Publisher Site 15 KP's % of CPM Lead Generation/E-Commerce/Affiliate marketing Start date for Marketplace 12 % of monthly uniques that visit marketplace 13 % that generate a lead with affiliate partners 14 Avg. revenue per lead generated
Assumptions
2007
2008
2009
OPERATING EXPENSES
Dept Category General & Administrative Salary Rent Telecom Insurance Maintenance Supplies Travel, entertainment, related Legal
Oct-07
Nov-07
Dec-07
Jan-08
Feb-08
Mar-08
Apr-08
May-08
Jun-08
Jul-08
Aug-08
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0 $0
$0 $0
$0 $0
$0 $0
$0 $0
$0 $0
$0 $0
$0 $0
$0 $0
$0 $0
$0 $0
S&M Total
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
Content and Production Salary Content Creation Budget Production Budget C&P Total
$0 $$$0
$0 $$$0
$0 $$$0
$0 $$$0
$0 $$$0
$0 $$$0
$0 $$$0
$0 $$$0
$0 $$$0
$0 $$$0
$0 $$$0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
Salary
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
Ops Total
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
Total Opex Excluding Depreciation
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
G&A Total Sales & Marketing Salary Marketing budget
Research and Development Salary Ongoing Design/UI/Branding costs Outsourced Development with Core Objects R&D Total Operations
*Includes legal, accounting, HR, etc.
Sep-08
Oct-08
Nov-08
Dec-08
Jan-09
Feb-09
Mar-09
Apr-09
May-09
Jun-09
Jul-09
Aug-09
Sep-09
Oct-09
Nov-09
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0 $0
$0 $0
$0 $0
$0 $0
$0 $0
$0 $0
$0 $0
$0 $0
$0 $0
$0 $0
$0 $0
$0 $0
$0 $0
$0 $0
$0 $0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0 $$$0
$0 $$$0
$0 $$$0
$0 $$$0
$0 $$$0
$0 $$$0
$0 $$$0
$0 $$$0
$0 $$$0
$0 $$$0
$0 $$$0
$0 $$$0
$0 $$$0
$0 $$$0
$0 $$$0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
Dec-09
Q4, 2007
Q1, 2008
Q2, 2008
Q3, 2008
Q4, 2008
Q1, 2009
Q2, 2009
Q3, 2009
Q4, 2009
2007
2008
2009
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0 $0
$0 $0
$0 $0
$0 $0
$0 $0
$0 $0
$0 $0
$0 $0
$0 $0
$0 $0
$0 $0
$0 $0
$0 $0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0 $$$0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
Dept Category General & Administrative Salary Rent Telecom Insurance Maintenance Supplies Travel, entertainment, related Legal
2007
2008
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0
$0
$0 $0
$0 $0
$0
$0
Content and Production Salary Content Creation Budget Production Budget C&P Total
$0 $0 $0 $0
$0 $0 $0 $0
Research and Development Salary
$0
$0
R&D Total
$0
$0
Salary
$0
$0
Ops Total
$0
$0
$0
$0
G&A Total Sales & Marketing Salary Marketing budget S&M Total
Operations
Total Opex Excluding Depreciation
HEADCOUNT
Wage growth
Department/ Position General and Administrative (G&A) CEO COO GM of Website VP Finance Finance/Accounting HR/office manager HR/office coordinator Administrative support G&A Headcount G&A Base Salary G&A Benefits G&A Total Salary Sales & Marketing (S&M) Director biz development Business development manager VP/Director marketing Marketing coordinator S&M Headcount S&M Base Salary S&M Benefits S&M Total Salary Content and Production Site Editor Channel Editors Web Producer Product Management/Webmaster Director of Content Development Production Head Associate Producer C&P Headcount C&P Base Salary C&P Benefits C&P Total Salary Research and Development VP Engineering Project Manager Senior content engineer Content engineer Senior community engineer Community engineer Senior commerce engineer
Base Salary
5% year
Q4, 2007
Q1, 2008
Q2, 2008
Commerce engineer Senior core engineer Core engineer Senior client UI engineer Web UI engineer QA engineer QA tester R&D Headcount R&D Base Salary R&D Benefits R&D Total Salary Operations Project manager System engineer Database engineer Release engineer Network engineer Customer support Ops Headcount Ops Base Salary Ops Benefits Ops Total Salary Total Team Total Headcount Total Base Salary Total Benefits Total Salary
Q3, 2008
Q4, 2008
Q1, 2009
Q2, 2009
Q3, 2009
Q4, 2009
2007
2008
2009
Department/ Position General and Administrative (G&A) CEO COO GM of Website VP Finance Finance/Accounting HR/office manager HR/office coordinator Administrative support G&A Headcount G&A Base Salary G&A Benefits G&A Total Salary Sales & Marketing (S&M) Director biz development Business development manager VP/Director marketing Marketing coordinator S&M Headcount S&M Base Salary S&M Benefits S&M Total Salary Department/ Position Content and Production Channel Editors Web Producer Product Management/Webmaster Associate Editor Production Head Associate Producer C&P Headcount C&P Base Salary C&P Benefits C&P Total Salary Department/ Position Research and Development VP Engineering Project Manager Senior content engineer Content engineer Senior community engineer Community engineer Senior commerce engineer
Commerce engineer Senior core engineer Core engineer Senior client UI engineer Web UI engineer QA engineer QA tester R&D Headcount R&D Base Salary R&D Benefits R&D Total Salary Department/ Position Operations Project manager System engineer Database engineer Release engineer Network engineer Customer support Ops Headcount Ops Base Salary Ops Benefits Ops Total Salary Total Team Total Headcount Total Base Salary Total Benefits Total Salary
2007
2008
2009
0 0 0 0
0 0 0 0
0 0 0 0
0 0 0 0 $0 $0 $0
0 0 0 0 $0 $0 $0
0 0 0 0 $0 $0 $0
0 0 0 0 0 $0 $0 $0 2007
0 0 0 0 0 $0 $0 $0 2008
0 0 0 0 0 $0 $0 $0 2009
$0 $0 $0
$0 $0 $0
$0 $0 $0
2007
2008
2009
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
$0
$0
$0
$0
$0
$0
$0
$0
$0
2007
2008
2009
0 0 0 0 0 0 0 $0 $0 $0
0 0 0 0 0 0 0 $0 $0 $0
0 0 0 0 0 0 0 $0 $0 $0
$0 $0 $0
$0 $0 $0
$0 $0 $0
REVENUE AND COST OF GOODS SOLD
Model Revenue
Jul-07
Aug-07
Sep-07
App Development Started Application launched Marketing launched Marketing budget allocation Marketing spend
1 1 1 17% $0
1 1 1 17% $0
1 1 1 17% $0
New customers - paid for New customers - organic New customers' friends join Churn
#DIV/0! #DIV/0! #DIV/0! -
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1 $0 $0
1 $0 $0
1 $0 $0
1 #DIV/0! #DIV/0! #DIV/0!
1 #DIV/0! #DIV/0! #DIV/0!
1 #DIV/0! #DIV/0! #DIV/0!
#DIV/0! #DIV/0!
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#DIV/0! #DIV/0!
Average Users Total Users Site Advertising Monthly uniques Total page views Advertising gross revenues Ad Network Ad Network launched Total publishers on network Total monthly uniques on network Total page views on network Gross Ad network Revenue Net Ad Network Revenue to KP Lead Gen/Marketplace Revenue Marketplace launched unique Visits to marketplace click-thrus for various products/services revenue for qualified leads delivered Total Gross Revenue Total Net Revenue
Oct-07
Nov-07
Dec-07
Jan-08
Feb-08
Mar-08
1 1 1 17% $0
1 1 1 17% $0
1 1 1 17% $0
1 1 1 8% $0
1 1 1 8% $0
1 1 1 8% $0
#DIV/0! #DIV/0! #DIV/0! #DIV/0!
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1 $0 $0
1 $0 $0
1 $0 $0
1 $0 $0
1 $0 $0
1 $0 $0
1 #DIV/0! #DIV/0! #DIV/0!
1 #DIV/0! #DIV/0! #DIV/0!
1 #DIV/0! #DIV/0! #DIV/0!
1 #DIV/0! #DIV/0! #DIV/0!
1 #DIV/0! #DIV/0! #DIV/0!
1 #DIV/0! #DIV/0! #DIV/0!
#DIV/0! #DIV/0!
#DIV/0! #DIV/0!
#DIV/0! #DIV/0!
#DIV/0! #DIV/0!
#DIV/0! #DIV/0!
#DIV/0! #DIV/0!
Apr-08
May-08
Jun-08
Jul-08
Aug-08
Sep-08
1 1 1 8% $0
1 1 1 8% $0
1 1 1 8% $0
1 1 1 8% $0
1 1 1 8% $0
1 1 1 8% $0
#DIV/0! #DIV/0! #DIV/0! #DIV/0!
#DIV/0! #DIV/0! #DIV/0! #DIV/0!
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#DIV/0! #DIV/0! #DIV/0!
1 $0 $0
1 $0 $0
1 $0 $0
1 $0 $0
1 $0 $0
1 $0 $0
1 #DIV/0! #DIV/0! #DIV/0!
1 #DIV/0! #DIV/0! #DIV/0!
1 #DIV/0! #DIV/0! #DIV/0!
1 #DIV/0! #DIV/0! #DIV/0!
1 #DIV/0! #DIV/0! #DIV/0!
1 #DIV/0! #DIV/0! #DIV/0!
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#DIV/0! #DIV/0!
#DIV/0! #DIV/0!
#DIV/0! #DIV/0!
#DIV/0! #DIV/0!
Oct-08
Nov-08
Dec-08
Jan-09
Feb-09
Mar-09
Apr-09
1 1 1 8% $0
1 1 1 8% $0
1 1 1 8% $0
1 1 1 8% $0
1 1 1 8% $0
1 1 1 8% $0
1 1 1 8% $0
#DIV/0! #DIV/0! #DIV/0! #DIV/0!
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1 $0 $0
1 $0 $0
1 $0 $0
1 $0 $0
1 $0 $0
1 $0 $0
1 $0 $0
1 #DIV/0! #DIV/0! #DIV/0!
1 #DIV/0! #DIV/0! #DIV/0!
1 #DIV/0! #DIV/0! #DIV/0!
1 #DIV/0! #DIV/0! #DIV/0!
1 #DIV/0! #DIV/0! #DIV/0!
1 #DIV/0! #DIV/0! #DIV/0!
1 #DIV/0! #DIV/0! #DIV/0!
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#DIV/0! #DIV/0!
#DIV/0! #DIV/0!
May-09
Jun-09
Jul-09
Aug-09
Sep-09
Oct-09
Nov-09
1 1 1 8% $0
1 1 1 8% $0
1 1 1 8% $0
1 1 1 8% $0
1 1 1 8% $0
1 1 1 8% $0
1 1 1 8% $0
#DIV/0! #DIV/0! #DIV/0! #DIV/0!
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1 $0 $0
1 $0 $0
1 $0 $0
1 $0 $0
1 $0 $0
1 $0 $0
1 $0 $0
1 #DIV/0! #DIV/0! #DIV/0!
1 #DIV/0! #DIV/0! #DIV/0!
1 #DIV/0! #DIV/0! #DIV/0!
1 #DIV/0! #DIV/0! #DIV/0!
1 #DIV/0! #DIV/0! #DIV/0!
1 #DIV/0! #DIV/0! #DIV/0!
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#DIV/0! #DIV/0!
#DIV/0! #DIV/0!
#DIV/0! #DIV/0!
#DIV/0! #DIV/0!
Dec-09
Q3, 2007
Q4, 2007
Q1, 2008
Q2, 2008
Q3, 2008
1 1 1 8% $0
3 1 1 50% $0
3 1 1 50% $0
3 1 1 25% $0
3 1 1 25% $0
3 1 1 25% $0
#DIV/0! #DIV/0! #DIV/0! #DIV/0!
#DIV/0! #DIV/0! #DIV/0! #DIV/0!
#DIV/0! #DIV/0! #DIV/0! #DIV/0!
#DIV/0! #DIV/0! #DIV/0! #DIV/0!
#DIV/0! #DIV/0! #DIV/0! #DIV/0!
#DIV/0! #DIV/0! #DIV/0! #DIV/0!
#DIV/0! #DIV/0!
#DIV/0! #DIV/0!
#DIV/0! #DIV/0!
#DIV/0! #DIV/0!
#DIV/0! #DIV/0!
#DIV/0! #DIV/0!
#DIV/0! #DIV/0! #DIV/0!
#DIV/0! #DIV/0! #DIV/0!
#DIV/0! #DIV/0! #DIV/0!
#DIV/0! #DIV/0! #DIV/0!
#DIV/0! #DIV/0! #DIV/0!
#DIV/0! #DIV/0! #DIV/0!
1 $0 $0
1 $0 $0
1 $0 $0
1 $0 $0
1 $0 $0
1 $0 $0
1 #DIV/0! #DIV/0! #DIV/0!
1 #DIV/0! #DIV/0! #DIV/0!
1 #DIV/0! #DIV/0! #DIV/0!
1 #DIV/0! #DIV/0! #DIV/0!
1 #DIV/0! #DIV/0! #DIV/0!
1 #DIV/0! #DIV/0! #DIV/0!
#DIV/0! #DIV/0!
#DIV/0! #DIV/0!
#DIV/0! #DIV/0!
#DIV/0! #DIV/0!
#DIV/0! #DIV/0!
#DIV/0! #DIV/0!
Q4, 2008
Q1, 2009
Q2, 2009
Q3, 2009
Q4, 2009
2007
3 1 1 25% $0
3 1 1 25% $-
3 1 1 25% $-
3 1 1 25% $-
3 1 1 25% $-
1 1 100% $0
#DIV/0! #DIV/0! #DIV/0! #DIV/0!
#DIV/0! #DIV/0! #DIV/0! #DIV/0!
#DIV/0! #DIV/0! #DIV/0! #DIV/0!
#DIV/0! #DIV/0! #DIV/0! #DIV/0!
#DIV/0! #DIV/0! #DIV/0! #DIV/0!
#DIV/0! #DIV/0! #DIV/0! #DIV/0!
#DIV/0! #DIV/0!
#DIV/0! #DIV/0!
#DIV/0! #DIV/0!
#DIV/0! #DIV/0!
#DIV/0! #DIV/0!
#DIV/0! #DIV/0!
#DIV/0! #DIV/0! #DIV/0!
#DIV/0! #DIV/0! #DIV/0!
#DIV/0! #DIV/0! #DIV/0!
#DIV/0! #DIV/0! #DIV/0!
#DIV/0! #DIV/0! #DIV/0!
#DIV/0! #DIV/0! #DIV/0!
1
1 $0 $0
1 $0 $0
1 $$-
1 $$-
1 $$-
$$-
1 #DIV/0! #DIV/0! #DIV/0!
1 #DIV/0! #DIV/0! $173,277
1 #DIV/0! #DIV/0! $179,160
1 #DIV/0! #DIV/0! $179,895
1 #DIV/0! #DIV/0! $179,987
1 #DIV/0! #DIV/0! #DIV/0!
#DIV/0! #DIV/0!
#DIV/0! #DIV/0!
#DIV/0! #DIV/0!
#DIV/0! #DIV/0!
#DIV/0! #DIV/0!
#DIV/0! #DIV/0!
2008
2009
1 1 100% $0
1 1 100% $-
#DIV/0! #DIV/0! #DIV/0! #DIV/0!
#DIV/0! #DIV/0! #DIV/0! #DIV/0!
#DIV/0! #DIV/0!
#DIV/0! #DIV/0!
#DIV/0! #DIV/0! #DIV/0!
#DIV/0! #DIV/0! #DIV/0!
1 $0 $0
1 $$-
1 #DIV/0! #DIV/0! #DIV/0!
1 #DIV/0! #DIV/0! $712,319
#DIV/0! #DIV/0!
#DIV/0! #DIV/0!
2007 Revenue
New customers - paid for
#DIV/0!
New customers' friends join Churn
#DIV/0! #DIV/0!
Average Users Total Users
#DIV/0! #DIV/0!
Total page views Advertising gross revenues
#DIV/0! #DIV/0!
Total Gross Revenue
#DIV/0!
2008
2009
#DIV/0!
#REF!
#DIV/0! #DIV/0!
#REF! #REF!
#DIV/0! #DIV/0!
#REF! #REF!
#DIV/0! #DIV/0!
#REF! #REF!
#DIV/0! #DIV/0!
#REF!
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