Desired Innovations, Inc.
Business Plan
October 2008
Business Plan Copy Number [___]
This document contains confidential and proprietary information
belonging exclusively to Desired Innovations, Inc. It is not an offering of securities.
13911 West Hilsborough Ave., Suite 307
Tampa, Florida 33635
239.404.2871

CONFIDENTIALITY
&
DISCLOSURE AGREEMENT
This confidential business plan (the “Plan”) is for use by prospective supporters and investors in Athletes’
Oasis® (AO), a Florida \"S\" corporation, (the “Company”) as described herein. The Plan was written for
individuals to make an evaluation of the subject matter contained herein and to assist them in determining
their desire to proceed in providing support to the project. In all cases, interested parties should conduct
their own investigation and analysis of the Company and the data contained in this Plan. The Company
does not make any representation or warranty as to the accuracy or completeness of this Plan and shall
have no liability for any representations (express or implied) contained herein, or for any omissions from
this Plan, or any other written or oral communication transmitted to the recipient in the course of the
recipients evaluation of the Company, except as may be set forth in definitive purchase agreements.
The information presented in this business plan is proprietary and confidential. It may not be reproduced or
communicated in any manner, verbally, electronically, or otherwise, without the written consent of the
Company. If you have agreed to receive this plan, you shall be deemed to be in agreement that this
information is proprietary and confidential, and fully understand and agree to refrain from transference of
same to any other individuals or business entities. If you do not wish to be bound by this agreement, please
return this document to The Company. Additionally, the business plan is covered by U.S. copyright laws.
Therefore, reproduction or dissemination of contents may be in violation of federal law.
This Plan does not constitute an offer to sell to, or a solicitation of an offer to buy from, nor shall any of the
securities be offered or sold to, any person in any state or other jurisdiction in which such offer, purchase, or
sale is unlawful or unauthorized under the securities laws of such jurisdiction. The Company reserves the
absolute right to select the investor(s) to whom securities will be sold.
This Plan includes certain statements provided by the Company with respect to the anticipated future
performance of the Company. Such forward-looking statements and estimates reflect various assumptions
that may or may not prove to be correct. Forward-looking statements typically are identified by the use of
such terms as “may,” “will,” “expect,” “believe,” “anticipate,” “estimate”, “plan” and similar words. No
representations are made to the accuracy of the statements, estimates, or assumptions, which are subject
to change at any time.
While some of the information contained herein is from sources deemed reliable, The Company has not
independently verified it. The Company makes no warranties, express or implied, that actual results of the
product (s) or company will conform to results projected herein. This document is subject to revision,
withdrawal, or modification at any time. The Company does not expect to materially update or otherwise
revise this business plan or other materials supplied herewith.
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Table of Contents
Executive Summary...........................................................................................................................................5
The Market.....................................................................................................................................................8
Market Challenges and Needs......................................................................................................................9
Our Solutions...................................................................................................................................................10
Products and Services.................................................................................................................................10
Problem and Solution Matrix........................................................................................................................11
Ideal Customer Profile.................................................................................................................................13
Value Propositions.......................................................................................................................................13
The Company and the Team...........................................................................................................................14
Background and History..............................................................................................................................14
Values..........................................................................................................................................................14
Vision...........................................................................................................................................................14
Executive Team...........................................................................................................................................14
Corporate Advisors......................................................................................................................................15
Affiliations and Alliances .............................................................................................................................16
Current and Future Organization.................................................................................................................17
Growth Strategies and Plans...........................................................................................................................18
Significant Trends........................................................................................................................................18
Marketing Growth Strategies.......................................................................................................................18
Phased Growth Strategy®...........................................................................................................................20
Alliances, Partnerships, and Channel Strategy ..........................................................................................21
Advertising, Promotions, and Public Relations Strategy.............................................................................21
Competitive Positioning Strategy.................................................................................................................22
Social Responsibility Strategy ....................................................................................................................23
Product Development Strategy ......................................................................................................................24
Operations and Administration Strategy.........................................................................................................24
........................................................................................................................................................................24
Financial Results, Projections, Risks, and Exit Strategy.................................................................................25
Financial Results and Investments..............................................................................................................25
Financial Projections....................................................................................................................................25
Risks............................................................................................................................................................26
Capital Strategy ..........................................................................................................................................27
Company Valuation.....................................................................................................................................27
Investor Exit Strategy...................................................................................................................................28
Appendixes......................................................................................................................................................28
Patent...........................................................................................................................................................30
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Financials.....................................................................................................................................................31
Financial Notes and Assumptions............................................................................................................31
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Executive Summary
Quick Facts
Company Overview Management:
Athletes’ Oasis® develops innovative products for the sporting  John R. Hobbs, Founder,
goods industry. We specialize in products for maintaining fitness CEO, CTO
in a balanced way for a broad market, from amateurs who
 Michael T. Auten, COO
occasionally work out to professional athletes training for world-
 CFO: Roux & Assoc.
class competition. The primary goal of our products is to provide
 Jeff Zinn, Board of Directors
systemic balance during periods of physical activity to improve
performance and conditioning while reducing the risk of injury.
Products and Services:
Our premier innovation is our patented “Athletes’ Oasis®”. This is  Athletes’ Oasis®, is a
a set of “handy” water bottles designed like no other hydration balanced water bottles system
container. The set can be worn on the hands to maintain physical worn on the hands
balance and posture while allowing ready access to fluids during
 Accessories: weight
workouts. Athletes’ Oasis® is ergonomically designed so athletes
attachments; flashlight, strobe,
maintain their balance while drinking on the move. A
trekking poles, and thermal
groundbreaking electrolyte product may be sold with the “Athletes’
wraps.
Oasis®” system to improve the chemical balance of an athlete
 Electrolytes, chafing cream,
during workout periods. The combination of physical and chemical
vitamin supplements, and
balance makes it possible for millions of amateur and world class
other privately labled products.
athletes to accelerate their performance and their training
 Branded sports clothing line.
schedules by reducing fatigue, stress, injuries and recovery times.
This can help make every workout more productive and
Target Market:
enjoyable.
 Sporting goods stories,
catalogs, military and
The Opportunity
government exchanges, drop
Our products serve three subsets of the $56 billion wholesale ship accounts, walking &
sporting goods industry: Exercise Equipment, Sports Apparel, and running clubs.
Nutrition. The desire for a healthy lifestyle has caused these
 Runners, joggers, walkers,
markets to see a 23% growth over the last five years.
hikers, step aerobics
Our target customers within these three expanding market exercisers, bikers, skaters.
segments include runners, joggers, exercise walkers, hikers, step
Legal Organization:
aerobics and aerobic exercisers. We plan to aggressively target
men and women up to age 65 in the U.S. including the growing  Florida Corporation
number of Hispanic exercisers. Our second major target is
History:
intended to be be the European market, which research tells us is
a larger opportunity than the U.S. with even more exercisers in Founded 1997

our product sweet spot. Test marketing produced sales

of 392 pairs.
Our Products, Services, and Value Two issued patents,

trademark.
We sell the patented Athletes’ Oasis® hydration system along
with attachments such as weights, flashlights with strobe, trekking Investors-New Investment Equity:
poles, and a holder for bikes. We also feature balanced
John R Hobbs $125K

electrolytes, vitamins and supplements, chafing cream, blister
Kathy Bing $120K

shield, a standup urinary funnel for women, and a sports clothing
18 minor investors

line, all branded to add value to the Company. Our strong patents
allow for lucrative licensing possibilities, not accounted for in the $800K equals 20% equity

income projections. Desire for health and longevity among the 76
Use of Funds:
million \"graying\" baby boomers, as well as younger generations,
places our product on the forefront of a growing market.  National Marketing Campaign
Frequently published scientific studies on the importance of  Raise equity capital
continuous hydration are expanding our market. We are  Add to team
positioning Athletes’ Oasis® to be the optimal solution.
 Purchase inventory
 Research & Development
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Our Team
• John R. Hobbs, CEO, began his career 11 years ago as the inventor of the Athletes’ Oasis®, a
patented and trademarked product. He has been the prime champion of this product.
• Michael T. Auten, COO, began his career as a professional business consultant for Deloitte Consulting
and has more than 18 years of experience growing some of the largest brands on a global basis
including Holiday Inn Worldwide, Carlson Wagonlit, and Sunbelt Business Advisors.
• Kathleen S. Bing, Interim President, assisted in managing a family business, Otto’s Restaurant, and
was president of Straightline Design, a drafting company.
• Jeff Zinn, Board Member and Consultant, 30 years of Sales and Marketing experience, winning
numerous awards. Jeff's experience in merchandising, selling and marketing produced sales of over
$40 million in one year and over ½ a billion dollars throughout his career. In 2000, Jeff launched his
own company, Rebecca Jones, with sales of over $8 million the first year, then built the company until
he sold it in 2005. Jeff's proven record of accomplishment in sales and marketing is a tremendous asset
to any company, especially one that is selling unique products and will be adding a sports clothing line.
• Paul Hoyt, Strategic Planning Consultant, Hoyt Management Group, has over 35 years
experience facilitating the success of start up companies, and has worked with major
corporations such as EDS, General Motors, Oracle, and Qwest Communications. He is
the author of The Foundation Factor®, book showing business owners how to create a
strong business from the very start, and is a faculty member of Income Builders
International (IBI).
• Harry Lay, Business Consultant, has over 20 years experience in strategic planning and profit advisory
services. He served as CFO and President of the firm that designed all Wal-Mart stores from 1990 to
1996 and has been featured in Fortune magazine and the Wall Street Journal.
• Gus Liapis, Branding and Strategic Marketing Consultant, Odyssey Graphics, Inc. Odyssey Graphics is
an award-winning advertising/graphic design/branding and marketing agency. He is also on the faculty
of IBI.
• Bob Circosta, AO spokesmen on HSN, Bob Circosta Communications,
Inc., (BCCI), TV’s original home shopping host and also known as “THE
BILLION DOLLAR MAN™”, Bob was one of the individuals who helped
create the multi-billion dollar television shopping business and has helped
many people turn their products and ideas into dollars.
• Susan Roux, CPA, Roux and Associates, has performed bookkeeping and accounting functions. She
oversees all accounting and bookkeeping functions provided by the firm and serves as a financial
advisor.
• Edward M. Livingston is a patent, trademark and copyright attorney who assisted Merrill N. Johnson in
winning a Supreme Court case for his client that governs patents today.
• Cathy Gawne is a securities law attorney. Her law expertise includes private placement
memorandums, blue-sky laws and subscription documents.
Our Affiliates and Alliances include:
• CEO Space, an entrepreneurial support organization, providing the knowledge,
networks, mentors and support business owners need to form, capitalize, and
expand their companies. Several members of the CEO Space faculty have joined
our team.
• Sporting Goods Manufacturers Association, a professional trade association
that brings together suppliers and retailers in the sporting goods industry. It has
two annual conferences a year and actively lobbies congress for an increase in
the physical education and sports activity in our schools.
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• Parametric Solutions Inc. (PSI), Product Development Engineering, provided assistance with product
design and prototype creation. Parametric Solutions Inc. offers a wide range of product design and
development services.
Our Progress
In the last ten years of development, we have:
Established two patents: 6,152,862 Nov. 28, 2000 and 7,172,533 B2 Feb. 6, 2007.

Registered The Athletes’ Oasis® trademark.

Completed all 504 offering documents (PPM and Subscription Agreement).

Brand identity with tag line completed.

Marketing materials; sales sheet, brochure, tradeshow booth design and web site.

Added independent sales reps with established territories in the sporting goods industry.

Received first manufacturing order from China.

Won an Excellence Award and Gold Medal at Inpex.

Developed multiple strategic alliances to sell all previously listed privately labled items.

Accepted to Home Shopping Network (HSN).

Filled first order with major catalog: LTD Commodities.

Set up multiple drop ship accounts with established virtual retailers.

Our Immediate Plans
We are currently marketing the Athletes’ Oasis® to walking and running clubs, independent sales reps, drop
ship accounts, HSN, major catalogs, government exchanges, and directly to the public without any of the
accessories or other product lines. In Phase 2, beginning February, 2009, we will add weight attachments.
We anticipate introducing flashlight attachments and thermal wraps in Phase 3 and trekking poles for hikers
in Phase 4; soon thereafter, we intend to introduce a sports clothing line with branded products to establish
a look that will promote product sales. We plan to target runners, joggers, exercise walkers, hikers, step
aerobics, aerobic exercisers and bikers with our marketing campaigns. Our strong patents allow for
significant licensing potential as well.
This is not an offering of securities - see separate offering documents for details.
The Opportunity
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The Market
As Boomers age, there is a growing awareness among them of the values of exercise and nutrition.
Younger adults are also attracted to fitness in growing numbers. Furthermore, there appears to be an
increasing awareness of the value of balance. As more and more people exercise and educate themselves
about fitness, they learn that if they walk, jog, hike or do aerobic exercises and do not drink enough fluids
they cannot exercise as long, do not receive as many health benefits from the exercise, recover slower and
tend to experience more injuries. They also discover that carrying a single water bottle presents several
problems. It puts them out of balance with uneven stress, which can lead to injury. It is also easy to drop the
bottle. And if they carry their water bottle in a holster, it tends to flop around and on one side of the body
which results in imbalance, or, when worn in the back, may be hard to access.
Furthermore, we believe it is becoming generally recognized that replenishing water alone is insufficient. In
addition to fluids, the body also dissipates and consumes electrolytes that need to be replenished.
What’s more, many who exercise are learning that it is better for their overall health if they exercise upper
body muscle groups as they work their legs and lower bodies. So, as the number of people who exercise
multiplies, there appears to be a rapidly increasing number of fitness buffs who appreciate the value of
systemic balance (physical, muscular and chemical balance).
Finally, exercise is not just about fitness for the sake of health. It also is about fitting in, being “cool”, and
enhancing one’s self-image. Thus we notice a proliferation of clubs, exercise gyms, and spas. It seems that
American adults want to be part of a group and have a sense of belonging. Most of the walking, jogging,
hiking and other exercise clubs have members who tend to wear similar clothing that is both useful and
presents an image that members share in common. This expanding set of people form a huge sub-culture
of adults who look and feel fit, healthy, young and cool. In other words, they all fit an image and enjoy a
shared life style that is growing in popularity and that our products enhance.
Our market is defined in the following table. We believe that some of the numbers may be double and triple
counted because some joggers also walk and do aerobic exercises. Please note that 1) these numbers are
for the continental United States only, which is just a fraction of the market in which we plan to be
competing, and 2) the targeted U.S. market can be reached directly through our walking and running club
contacts and through the promotional bags at the actual sporting events.
Market Characteristics
U.S. target: Adult There are approximately 134 million U.S. target adult exercisers from
exercisers young adults to Baby Boomers, according to a report from the SGMA
(Sporting Goods Manufacturer Association). This marketing group is
broken down as follows: 87 million fitness walkers, 43 million
runners/joggers, 16 million aerobic exercisers, 36 million hikers, 10 million
bikers, and 37 million skaters. There is very likely some overlap with some
people in two or more of these groups.
European Adult Exercisers This is considered to be a much larger market than the U.S. market.
Hispanics A growing number of U.S. Hispanics are joining the exercise trend.
Australia /Japan / Asia This is a tertiary target market thought to have significant potential.
Children Although this has not been an intended target market, market feedback
form existing customers indicates that children are very enthusiastic about
our product. Children will become an additional market with some minor
product alterations and with the assistance of IAAPA.
Table 1 : Market Characteristics
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Market Challenges and Needs
People face a challenge as they proceed through their adult lives: they can choose to follow healthcare
industry recommendations and exercise regularly and eat and hydrate consciously, or disregard them. The
quality of life, health and aging consequences of this decision are extensively documented. As more and
more adults age and become aware of the implications of this life style choice, an increasing number are
joining the trend to exercise, eat and hydrate in a manner that strongly correlates with an improved quality
of life and increased longevity.
Our target market needs and wants to exercise intelligently, safely, and in a manner that enhances self-
image. As shown in the following diagram and table, the market resonates with all levels of Maslow’s
Hierarchy of needs.
Figure 1: Maslow's Heirarchy of Needs
Need Application in our Market
Physiological Exercise is required to enhance health, but the practice of exercise introduces
additional stressors. Proper exercise requires that the body be well hydrated and
kept supplied with electrolytes, and that the exercise equipment promotes balance
so that negative side-effects are not introduced.
Safety Outdoor exercise, especially after dark, requires special equipment to promote
safety.
Belonging For many, exercise is not just about fitness for the sake of health. It also appears
to be about fitting in with a social community and being part of a group. Exercise
clubs and communities of athletes attract members who tend to use the same
equipment and wear similar clothing that is both useful and presents an image that
members share in common. This expanding set of people form a huge sub culture
of adults who look and feel fit, healthy, young and cool.
Esteem Exercise enhances energy, health, strength, longevity and physical appearance,
all of which contribute to one’s self-image and self-esteem.
Self-Actualization Exercisers also achieve a meditative state as a result of regular and sustained
exercises such as running, jogging and walking.
Table 2: The Needs of Exercisers
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Our Solutions
Products and Services
As shown in the following table, Athletes’ Oasis® currently offers one product line, and has plans for several
more:
Current Product Line Description
The Athletes’ Oasis® A patented ergonomically designed drinking container (one for each
hand) which comes in two sizes (15 oz and 20 oz) and five colors.
Future Product Lines
We anticipate that our line of accessories will include the following:
Athletes’ Oasis® Accessories
Weight attachments,

Thermal wraps,

Flashlights with strobes, and

Trekking Poles

Product Line We will add privately labeled products such as electrolytes, vitamins and
supplements, chafing cream, blister shield, and a standup urinary funnel
for women, all branded to add value to the Company.
Clothing and Apparel We intend to sell athletic shirts, shorts, jackets, hats, gloves worn by
runners, joggers, walkers, hikers, bikers, and skaters. The Company
plans to brand and color coordinate the apparel line to match and
complement the Athletes’ Oasis® water bottles.
Complementary Products We anticipate reviewing a wide range of established products to
determine if synergy exists. We will obtain private label deals with those
that complement our line.
Table 3: Current and Planned Products
We plan to introduce these new product lines in the coming months in a manner that we anticipate will
enhance revenue growth and brand image, in the sequence in which they appear in the table above.
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Problem and Solution Matrix
As shown in the table below and on the following pages, we have worked hard to create a comprehensive
solution that addresses many needs in our target market:
Problem Athletes’ Oasis®Solution
People who run, job, walk, hike or do aerobic Water and/or our electrolyte solution are kept right
exercising to stay fit need to replenish the fluids at hand in our dual Athletes’ Oasis® fluid
and electrolytes lost through sweating. containers.
Water bottles are hard to carry and can be easily Our containers fit on the hands and are comfortably
dropped. secured by easy to adjust straps. Our containers
are worn, not carried.
Carrying a single water bottle or wearing a water The Athletes’ Oasis® system comes in pairs of two.
bottle belt/holster on just one hip tends to throw an Wearing them in tandem allows an athlete to
athlete off balance, which tends to impede remain well balanced.
performance and, over time, can increase the
incidence of injury.
Wearing a water bottle belt with holsters on both Wearing our fluid containers snugly secured to the
hips results in bottles that bounce around hands with straps, eliminates all the discomfort
negatively affecting balance and performance not caused by bottles bouncing and jostling around.
to mention being uncomfortable and annoying. Fluids can be accessed with just one hand. The
Also, access to the water often requires thumb that opens the valve to permit flow of liquids
involvement of both hands. is operated by the thumb of the hand on which the
container is worn, allowing for single hand
operation.
Some holsters have a single bottle worn firmly The Athletes’ Oasis® containers are always
nestled against the small of the back in the center immediately available and supremely easy to
of the back with the bottle at an angle. These access by simply lifting one of the two containers to
bottles are rather difficult to access. the mouth. No reaching behind the back and
fumbling around should ever be necessary.
Removing water bottles from holsters and/or Fluids can be delivered to the mouth smoothly with
opening the drinking valve often requires the use of just one hand.
both hands which may be cumbersome and can
affect stride, balance and performance.
In hot weather, the fluids in water bottles can heat The company plans to make the Athletes’ Oasis®
up very rapidly reducing their effectiveness in system available with a thermal wrap that will help
keeping core temperatures moderated during maintain fluid temperatures over a greater time
exercise in hot summer temperatures. period.
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Problem Athletes’ Oasis®Solution
Water bottles and the holsters to carry them in The branding, color and design of the Athletes’
often do not match the design and color of an Oasis® line of athletic apparel is planned to
athlete’s outfit. This could detract form the image compliment the color and design of the Athletes’
of the person who may be exercising in part to Oasis® fluid containers, presenting a single design
maintain a carefully orchestrated image that she or message for the image conscious athlete. We
he has paid handsomely for in both time and believe those who exercise to be “cool” and
money. attractive will love how they look and feel wearing
our gear. We plan for our products to be not only a
great set of tools to stay balanced and fit, but also,
a great way to look great while exercising.
Water intake alone will not maintain balanced body Our advanced electrolyte mixture, exclusively
chemistry during sustained workouts, and the two licensed to Athletes’ Oasis® for use with our
most popular sports drinks only replace three Athletes’ Oasis® hydration system by
electrolytes. electroBlast™, replenishes all 12 key electrolytes.
electroBlast™ uses the supplement Stevia. From a
Most popular sports drinks contain sugar or other
South American plant called Stevia, it is 300 times
ingredients that can pose a problem for diabetics.
sweeter than sugar so it is used in extremely small
amounts. Reports indicate that stevia is used by
diabetics in many parts of the world and is thought
to not negatively affect insulin levels. (Note: Stevia
has not received FDA approval as a sugar
substitute but is approved as a supplement. If you
are a diabetic, it is important to work closely with
your healthcare practitioner.)
Muscular imbalance can result from working out Wearing the Athletes’ Oasis® fluid containers on
just select muscle groups as occurs in each hand with the weight attachments added
predominantly “lower body” exercises such as provides and opportunity to exercise major upper
running, jogging, walking, hiking and step aerobics. body muscles the whole time an athlete is
performing what used to be a nearly exclusively
lower body workout.
Water bottles for the wrist are difficult to use and Our containers hold a lot more fluid, are easier to
very small. operate and come with attachments.
Camelbak and Platypus are worn as backpack, Our products are more posture friendly.
which may be bad for posture, especially over long
workouts.
Hand held weights address balance and upper The Athletes’ Oasis® fluid containers provide on
body strength issues but completely ignore the go fluid replacement right along with the hand
hydration. weights to satisfy the need for balance and upper
body muscle development along with hydration and
chemical balance.
Table 4: Problem and Solution Matrix
The bottom line: we make staying fit cooler, easier, more fun, safer, and more balanced. We put the fun in
fluids. What’s not to love about Athletes’ Oasis®?
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Ideal Customer Profile
The company plans for our initial Targeted Marketing Group to be in the United States among the 76 million
\"graying\" baby boomers, placing our product on the forefront of the growing popularity of walking,
jogging/running, hiking, and aerobic exercising. The scientific studies published frequently on the
importance of hydration are expanding the available market for our product. As this trend continues, so we
are positioning the Athletes’ Oasis® to take advantage of the growing and changing marketplace.
Our marketing efforts are centered on the following questions and answers:
Who are our customers?

Our customers are expected to be the athletes in the Targeted Marketing Group that are striving to
reach their fitness goals and at the same time honor their body’s requirement by replenishing the
fluid lost during exercise through sweat.
What do we know about his/her needs, desires and problems?

We know that their need to stay hydrated is elemental and very significant. An athlete should drink
before, during and after exercise. Our customer’s desire a way to stay hydrated while exercising
that will enhance their overall performance and fitness. The problem they encounter is that there
seems to be nothing on the market that is ergonomically suited to their needs. We believe that the
Athletes’ Oasis® is the answer.
Where does he/she go?

Our customers get their exercise at parks, beaches, along roadways, on nature trails and in aerobic
classes while training to participate in walkathons, cancer walks, heart walks, 10k’s, half marathons
and marathons.
Who else already sells to our customers?

The industries that already sell to our target market are bottled water industry, athletic shoe
industry, athletic apparel industry, aerobic accessory industry, sports drinks industry, hand held
weight industry and other industries that market accessories
Are more women expected to be our customers?

Yes, we anticipate more women than men will purchase our products for themselves or as gifts for
others, so we plan to target our marketing accordingly. We especially believe women will be more
interested in our line of branded apparel to match the fluid containers.
Value Propositions
The company considers the following statements to be among its value propositions:
Our products are unique (patented and award-winning), balanced, accessorized, easy to use,

handy, ergonomically designed, enhance safety, come in many colors and sizes, and are VERY
COOL.
Balance is Better! We provide the optimum re-hydration with muscular and chemical balance.

We have produced and brought to market the first ergonomically designed hydration systems to be

used by exercise enthusiasts of all ages and levels of athletic achievement.
Our strong patents allow for tremendous licensing potential, resulting in lucrative returns.

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The Company and the Team
Background and History
Athletes’ Oasis®, was founded in 1997 by John R. Hobbs, incorporated in Florida. We have had two
patents issued and are trademark registered. All offering documents have been completed, along with a
Company presentation.
With the branding and marketing materials completed, we have independent sales reps prepared to
introduce our product to sporting goods outlets throughout the United States and Canada. We were
accepted onto Home Shopping Network (HSN), filled our first order with LTD Commodities, and have set up
multiple drop ship accounts. In addition, we have developed multiple strategic alliances to sell privately
labled items.
In our test market phase, we sold 392 sets of Athletes’ Oasis® containers. We have received 5,000 sets of
product at the fulfillment center (Pro Star South). Therefore, we are about to start marketing our product and
are primed to generate significant revenue in the near term.
We already have hardened steel molds for the 15oz. and 20oz. Containers and weight attachment. The
engineering for the flashlight with strobe light has almost been completed. The engineering for the other
attachments and thermal wraps has not been started.
Athletes’ Oasis® has generated significant interest through Florida Sports Magazine, New York Sportscene
Magazine, and five newspaper articles, three of which were features. The Company has also been
showcased through radio and television interviews.
Values
Athletes’ Oasis® is committed to the foundational values of respect, integrity, health and teamwork.
Vision
Athletes’ Oasis® is the global provider of Athletes’ Oasis®, a patented balanced hydration and fitness
system. Our team is passionate about providing innovative products that enable athletes of all levels to
accelerate their progress and achieve their fitness goals. Our products are desirable
Executive Team
Founder
John R. Hobbs, Founder and CEO of Athletes’ Oasis®, began 10 years ago as the inventor of the Athletes’
Oasis®. Since 1997 John has focused on developing his patented and trademarked product at all levels.
He has been the primary champion of this product. As an entrepreneur, John is the largest financial
contributor and has played the greatest role in developing and bringing the products to market. Throughout
the process he has remained true to his vision and course, learning all that was needed to launch this
unique system for solving the hydration and balance needs of people who exercise. John has been
responsible for all aspects of the business to date.
Board of Directors / Consultant
Jeff Zinn, Board Member and Consultant, 30 years of Sales and Marketing experience, winning numerous
awards. Jeff's experience in merchandising, selling and marketing produced sales of over $40 million in one
year and over ½ a billion dollars throughout his career. In 2000, Jeff launched his own company, Rebecca
Jones, with sales of over $8 million the first year, then built the company until he sold it in 2005. Jeff's
proven record of accomplishment in sales and marketing is a tremendous asset to any company, especially
one that is selling unique products and will be adding a sports clothing line.
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Board of Directors / Vice President
Chief Operating Officer
Michael T. Auten, COO, began his career as a professional business consultant for Deloitte Consulting and
has more than 18 years of experience growing some of the largest brands on a global basis including
Holiday Inn Worldwide, Carlson Wagonlit, and Sunbelt Business Advisors.
Interim President
Kathleen S. Bing, is the second largest investor and has served as Interim President. She has assisted in
managing a family business, Otto’s Restaurant, and was president of Straightline Design, a drafting
company. Kathleen has participated in planning, product design, funding and administrative duties. She
plans to step down as acting president when the next funding round is completed and a President or COO
is brought on to the team.
CPA / Financial Advisor / Bookkeeper
Susan Roux, CPA, has been the principal representative from Roux and Associates, overseeing all
accounting and bookkeeping functions provided by the firm and serving as a financial advisor to Athletes’
Oasis®
Corporate Advisors
Athletes’ Oasis® has retained the services of the following advisors.
Strategic Planning
Hoyt Management Group is on our advisor team assisting with strategic planning and coaching.
Paul Hoyt, Strategic Planning Consultant, Hoyt Management Group, has over 35

years experience facilitating the success of start up companies, and has worked
with major corporations such as EDS, General Motors, Oracle, and Qwest
Communications. He is the author of The Foundation Factor®, book showing
business owners how to create a strong business from the very start, and is a
faculty member of Income Builders International (IBI).
Harry Lay, Business Consultant, has over 20 years experience in strategic planning and profit

advisory services. He served as CFO and President of the firm that designed all Wal-Mart stores
from 1990 to 1996 and has been featured in Fortune magazine and the Wall Street Journal.
• Bob Circosta, Spokesmen, Bob Circosta Communications, Inc.,
(BCCI), TV’s original home shopping host and also known as “THE
BILLION DOLLAR MAN™”, Bob was one of the individuals who helped
create the multi-billion dollar television shopping business and has
helped many people turn their products and ideas into dollars.
Legal Counsel
Edward M. Livingston is a patent, trademark and copyright attorney who assisted Merrill N.

Johnson in winning a Supreme Court case for his client that governs patents today.
Cathy Gawne is a securities and corporation law attorney. His law expertise includes private

placement memorandums, blue-sky laws and subscription documents.
Product Development
Pat Adamson, Product Development Consultant, Adamson Consulting, has over 30 years

experience in product development and intellectual properties. He has worked with four successful
startups, developing their product strategy and organizing their operations. An inventor of 13 issued
patents; his expertise is “fast tracking” development of new and exciting products.
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Parametric Solutions Inc. (PSI), Product Development Engineering, provided assistance with

product design and prototype creation. Parametric Solutions Inc. offers a wide range of product
design and development services. Visit them at www.parametricsolutions.com.
Marketing and Branding
Gus Liapis, Branding and Strategic Marketing Consultant, Odyssey Graphics, Inc. Odyssey

Graphics is an award-winning advertising/graphic design/branding and marketing agency. He is
also on the faculty of IBI.
Yaktivate, Media Outlet. An online shopping channel that runs continously, podcasting selected

products to specific target markets.
Affiliations and Alliances
Entrepreneurial Support
• CEO Space, an entrepreneurial support organization, providing the
knowledge, networks, mentors and support business owners need to form,
capitalize, and expand their companies. Several members of the IBI faculty
have joined our team.
Strategic Product Alliances
Athletes’ Oasis® has a commitment for a strategic alliance with electroMax™. We plan to sell electroMax™
electrolyte and nutrition products only to Athletes’ Oasis® customers as a licensed, private labeled
electroMax™ reseller.
From their marketing literature:
The electroMax™ individual liquid packs (electro-pak) energize your water with electrolytes and
natural fruit flavors for naturally refreshing rehydration. The unique portability of the compact
electro-pak and its ease-of-use truly set it apart from other drink choices-- carry it along with you
anywhere and simply dissolve an electro-pak in 8 oz. or more water for use anytime. The sugar-
free electroMax™ drink tastes great (cold or hot) and offers instant hydration. The electroMax™
beverage is naturally low in carbs & calories and can be enjoyed as needed for a sports
drink, fitness nutrition, and for everyday use to spark up your day with mineral energy.
electroMax™ electro-paks make your water come alive with electrolytes, especially refreshing in
hot or dry environments and ideal as a hydration and sports drink for active lifestyles, running,
jogging, walking, hiking or aerobic exercise.
Strategic alliances are also in place to private label vitamins and supplements, chafing cream, blister shield,
and a standup urinary funnel for women.
Fulfillment Alliance
Fulfillment will be handled by Pro Star South, Clarksville, Tennessee.
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Current and Future Organization
The current organization structure for Athletes’ Oasis® is shown below.
John Hobbs
Founder and CEO
Planning, Legal,
Interim President
Product, Marketing,
Kathleen S. Bing Fulfillment, Accounting
Figure 2: Current Organization ChartFuture Organization
As we grow, we plan for our organization to evolve toward the following structure:
John Hobbs
Internet Strategist Planning & Coaching
Founder and CEO
Mark Wilson Harry Lay
Athletes’ Oasis®
CFO COO VP S&M
TBD (Part Time) Michael Auten TBD (Full Time)
Virtual S&M
Roux & Associates
Susan Roux, CPA
Marketing Sales
Odyssey Graphics Bob Circosta
Admin Ph1 PT
Fulfillment
Office Mgr. Product
Legal Council
Development
Pro Star South
Ph2 FT
Edward M.
Product dev. Prod. Design
Livingston: Cathy Gawne
advisor
Patent, TM, Securities Parametric
Copyright Pat Adamson Solutions Inc.
Symbols in the chart that are made using solid lines represent permanent employees. Symbols in the chart
that are made of dotted lines represent contract associates.
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Growth Strategies and Plans
Significant Trends
Our target market of adults who exercise regularly in the U.S. has experienced 23% growth over

the last five years. Drivers are perceived to be the increased desire for health and longevity.
Many more Hispanics are reportedly taking up exercising.

The target market in Europe is reported to be even bigger than in the U.S.

Trends we think will affect Athletes’ Oasis® growth.
Trend Opportunities Risks
Hydration needs are becoming Exploit our unique hydration and Over hydration can be a health
better understood. fitness system concern. We plan to educate our
customers about appropriate
hydration practices.
The scientific studies published As this continues, so may the Publication of a study that
frequently on the importance of popularity of some athletically diminishes the importance of
hydration seem to be expanding geared products. We plan to hydrating when exercising and
the available market for our position the Athletes’ Oasis® to sweating. This appears to be
product. be part of this trend. very unlikely to occur.
Global warming trend. Hotter temperatures require More companies entering the
more hydration. market – increased competition &
more people may stay inside.
General fitness, especially Larger market More companies entering the
among boomers and Hispanics market – increased competition
Table 5: Trends, Opportunities, and Risks
Marketing Growth Strategies
We intend to have a Product Leadership focus in our strategic planning and branding, positioning ourselves
as having a unique product with a significant value proposition over our competitors.
While we are open to the potential acquisition of suppliers, such as electroBlast™ who supply our
electrolyte products, we do not have any acquisition plans or targets in place.
We plan to expand domestically through a single office location utilizing part time virtual teams to prepare
for and respond to opportunities while keeping recurring costs to a minimum.
We plan to expand globally by establishing international distribution by the end of 2008. Our initial sales
channel is intended to be direct TV home shopping channels in foreign markets such as Europe, Australia
and Japan. The U.S. direct TV home shopping networks that we plan on targeting have affiliate TV
channels in multiple overseas markets.
The company is currently reaching our market through e-Commerce Sales and Direct sales at trade shows.
We plan to greatly stimulate future sales by expanding into several sales channels:
1. Direct Response: Home Shopping Network (HSN) and WFAN
2. Enhanced e-Commerce and Multiple Drop Ship Accounts.
3. Catalog Sales: LTD Commodities, SkyMall, etc.
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4. Walking and Running Clubs
5. Promotional Bags at Sporting Events
6. Military and Government Exchanges
7. Magazine Advertisements
8. Independent Sales Reps with Established Territories
Our primary constraints to growth appear to be:
The availability of capital to implement growth strategies.

Developing a detailed marketing strategy as we expand our sales force.

Our growth strategy, therefore, is designed to relieve these bottlenecks as rapidly as possible, as follows:
The company plans to address capital needs with a major capital acquisition campaign.

See the Sales and Marketing Strategy section below for plans to increase sales

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Phased Growth Strategy®
Athletes’ Oasis® plans to manage growth through a phased growth plan as shown in the table below. The
growth plan considers all departments, functions, roles, and responsibilities, and highlights the changes in
each through each phase of the growth plan. The plan is intended to be used to drive monthly and weekly
goals for all responsible parties.
Current Phase One Phase Two Phase Three
Timeframe July, 1997 through Dec 2007 - Mar 2008 Apr - Aug, 2008 Sep – Feb 2009
Current (4 mos) (5 mos) (6 mos)
Phase Concept Close 504 capital Begin 506 capital Continue raising
Description Development round, appear on round, continue on capital, leverage trade
HSN, sell in multiple HSN, expand shows, expand
catalogs, solidify distribution channels, distribution into major
contracts with complete new strap sporting goods stores
independent sales development and other countries,
reps add trekking poles
Phase Completed early Raise Start raising $2.5 Continue raising
♦ ♦ ♦ ♦
Objectives product <$1,000,000 million $2.5 million
development capital
Reappear on Follow leads from
♦ ♦
Sold limited Prepare for HSN HSN earlier trade
♦ ♦
quantities shows and attend
Increase market Prepare for and
♦ ♦ Motivation Show
share attend SGMA,
Outdoor Retailers Get into Dick’s,
♦
Fill out team
♦ Show, and some RCI, Champs,
expos at sporting Sports Authority,
Add weight
♦
events etc.
attachments
Establish offices Begin global
♦ ♦
expansion
Add catalogs,
♦
retail outlets, and Complete
♦
drop ship development of
accounts trekking poles
Complete R&D of
♦
straps and
flashlight with
strobe
Key Supplier quality Capital Raised Capital Raised Capital Raised
♦ ♦ ♦ ♦
Performance
HSN sales HSN sales Expansion of
♦ ♦ ♦
Indicators
distribution
Catalog sales Channel leads
♦ ♦ channels into the
from shows and above objectives
Drop Ship sales
♦ events
Trekking poles
♦
Received and
♦
filled orders
New straps and
♦
flashlight with
strobe
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Current Phase One Phase Two Phase Three
Investment $321.850
♦
Summary
Table 6: Phased Growth Strategy®
Alliances, Partnerships, and Channel Strategy
Athletes’ Oasis® plans to reach the market in several ways:
Through independent sales reps who cater to small chains of boutique fitness stores that target

runners, walkers, hikers, bikers, and aerobic exercisers.
Work with Bob Circosta Communications to maximize Home Shopping Network (HSN) sales which

will expand our distribution channels to other retail outlets.
By doing trade shows where the attendees target our market to expand our marketing outlets, such

as the Outdoor Retailers Show, the Motivation Show, SGMA Expo, International Association of
Amusement Parks and Attractions (IAAPA), etc.
Through catalog sales.

E-Commerce and multiple drop ship accounts.

By connecting with walking and running clubs.

Through promotional bags at sporting events.

Our strong patents create channeling opportunities for licensing, not accounted for in the income

projections.
Advertising, Promotions, and Public Relations Strategy
Athletes’ Oasis® has prepared a highly controlled, targeted, quantifiable and specific test-based marketing
campaign. Priority in the selection process was based on potential for leveraging the cost without
decreasing effectiveness and reach.
The planned marketing activities include:
Produce new commercial.

Send press releases to all newspaper organizations and fitness-related magazines. Most magazine

publishers feature new product articles for free, dedicating 1/4 of the page to product description as
well as ways to purchase it. Editors can also be solicited to run the story about how the product
was conceived.
All ads will be coded for proper and easy tracking of the response, and an \"in house\" list will be

created for future sales. The ads that have the best response will be the ones that we run again.
Solicit major sports drink and water companies for logo placement on the containers. Offers could

also be made for logo placement to other fitness-oriented companies as well as sports shoe and
inline skate manufacturers.
Direct contact with customers through promotional bags at sporting events and expos.

Mass mailing to running, walking, in-line skating and aerobic clubs, swat teams in major cities, fire

departments, athletic departments of high schools, and colleges and universities, along with any
group involved in physical fitness.
Once sales start to escalate, start purchasing mailing lists from industry sources as well as

Standard Rate, Data Service and American Business Lists.
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Conduct ongoing research on Internet to generate the sites and stores where free and paid

advertising can be placed as well as to provide the material for developing our own Web site and
sell our product with links to all search engines as well as other fitness oriented sites.
Initiate contact with the firms that offer per inquiry national and local markets for TV advertising:

Direct Response Marketing, Inc., TV, Inc., and those firms that promote already tested in the
marketplace products: Direct To Retail, Inc., Interwood Marketing Group and Santa Barbara
Promotions inserts 60 million in credit card statements. The majority of these companies work on
contingency or commissions based on the value of the orders produced.
Cable Health Club, International Family Entertainment, QVC and Home Shopping Network were

identified as possible sources of TV exposure. For similar purposes, producers of TV infomercials
may be given an offer to use the Athletes’ Oasis® as bonus, premium, add-on product for existing
programming, fitness products, exercising equipment and supplements.
Upscale positioning of our product would be supported by offers to the novelty catalogs like

Sharper Image, The Edge Company, American Express Buyers Advantage and Hammacher
Schlemmer. Catalog offers would be extended through proposals made to Sports Authority, Service
Merchandise and other companies in their promotional and marketing efforts.
Other marketing campaigns we are considering include endorsements, sponsoring or participating

in marathons, health related walking events and other events that we beleive fit in our targeted
marketing groups. Donations to charities, schools and clubs are other options we are considering.
Yaktivate, an online shopping channel that runs continously, podcasting selected products to

specific target markets.
We intend to choose the fitness magazines with the largest readership in each of our targeted

market groups for half and/or full page test advertising, prepared mainly in house.
Competitive Positioning Strategy
Athletes’ Oasis® has the following competitive advantages:
Unique, balanced, patented, award-winning, multi-purpose (hydration, fitness, safety, cool)
Our competitive weaknesses include:
Unknown, no brand awareness, new company, inexperience, under-capitalized, novelty
(functionality not obvious to some)
Opportunities for addressing weaknesses:
Great branding, proper capitalization, positioning, great team, well conceived strategic plans,
alliances and disciplined execution.
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Athletes’ Oasis® has several competitors as shown in the following table:
Competitor Characteristics and Our Advantages
Water bottles – hand held Athletes’ Oasis® is designed to be balanced (two hands), ergonomic
and only require one hand to operate. We have attachments and
accessories.
Water bottles - belt type Athletes’ Oasis® containers are designed to be easy to access; they
free up the hands. We have attachments and accessories;
Water bottles – wrist Wrist bottles are difficult to use and very small. By contrast, Athletes’
Oasis® containers are much larger and designed for ease of use.
Camelbak and Platypus These competive products are worn as a backpack, which may be
bad for posture and long distance.
Hand held weights We have water; most of them do not (any on the market). We believe
Athletes’ Oasis® containers are easier to use.
OGIO (Body Fusion Gear) Athletes’ Oasis® is designed to be balanced and ergonomic as well
as to have attachments and accessories.
Hands-Free Drinking Athletes’ Oasis® is designed to be balanced and ergonomic as well
as to have attachments and accessories.
H2O On The Go, Inc. Athletes’ Oasis® is designed to be balanced and ergonomic as well
(Aquasack) as to have attachments and accessories.
Table 7: Competitive Advantages
Our main competitors are companies that sell hydration products that millions in our target market already
use.
Social Responsibility Strategy
Athletes’ Oasis® recognizes our social responsibility, and is pledged to help our community in the following
ways:
The company plans to support the Ovarian Cancer Organization

Athletes’ Oasis® plans to support the health fundraisers for some of those races it attends and at

which it has an expo booth.
The Athletes’ Oasis® containers are made from a plastic that minimizes the environmental impact.

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Product Development Strategy
Athletes’ Oasis® plans to focus product development activities on the completion of the Athletes’ Oasis®
attachments: weights, flashlight with strobe, thermal wraps and trekking poles. A second key development
priority is to start adding privately labeled brands to our product line. We already have some apparel
products available to sell and intend to expand this high margin product line to improve revenues and
profits.
Athletes’ Oasis® anticipates pursuing the following development schedule (products will be available for
sale shortly thereafter):
April 2008: Upgrade the strap, weights and electroMax™

August 2008: Complete the thermo-wrap and flashlight.

December 2008: Complete the trekking poles.

Additional apparel items are yet to be scheduled.
Operations and Administration Strategy
Administrative and bookkeeping activities are currently managed by the founder with bookkeeping
assistance from Roux & Associates, Susan Roux, CPA.
In Growth Phase 2: April - August 2008, the company plans to:
Contract a virtual admin resource

Add laptops for staff and executives,

Add file sharing systems

Add contact management software

Hire a full time office manager

During Growth Phase 3: September - February 2009, Athletes’ Oasis® plans to hire more employees to
keep up with the demand requirements.
Our Manufacturing, Assembly and Kitting operations are outsourced to China, and fulfillment will be handled
by Pro Star South, Clarksville, Tennessee.
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Financial Results, Projections, Risks, and Exit Strategy
Financial Results and Investments
Athletes’ Oasis® has been in development for ten years. We are in the process of bringing our products and
services to market and have limited financial results. In the twelve months from September, 2005 to
August, 2006, we had income of $845 and expenses of $31,325, for a loss of $30,480.
In addition to the time invested by the founders developing and refining our products, they have invested
several hundred thousand dollars in personal funds creating the products as they are today.
Financial Projections
As shown in the following table and chart, we anticipate growing revenues to over $20,000,000 and profits
to over $5,588,000 in our third year of operations.
Year One Year Two Year Three
$4,282,976 $9,593,895 $14,843,557
Revenues
$2,578,630 $5,354,378 $9,007,036
Gross Profit
$1,648,740 $3,143,016 $3,722,726
Operating Expenses
$929,891 $2,211,362 $5,284,311
Operating Income
60% 56% 61%
Gross Margin Pct
22% 23% 36%
Operating Income Pct
Table 8: Summary of Projected Financial Results
As shown in the following graph, we anticipate being marginally operationally cash flow positive in the
seventh month after launch, and cumulatively operationally cash flow positive in month eighteen. The
increase in revenues and profits and month eighteen (spring, 2009) is primarily the result of beginning to
sell products through major store chains, catalogs, and through infomercials.
(See the detailed pro formas in the appendix for more information.)
Figure 3: Operating Income Projections
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Risks
We recognize the following primary risks and plan to mitigate them as shown in the following table. Please
note that other material risks may exist – please refer to our offering documents and discuss all risks with
your financial advisors.
Risk Mitigation
John R. Hobbs, Founder, CEO may be unavailable. A life insurance policy in the amount $150,000 is
planned to be increased to $1,000,000 with the
company as the beneficiary.
Product liability risk We have obtained product liability insurance for
$1,000,000 per incident.
Market risk 1: Publication of a study that This appears to be very unlikely to occur.
diminishes the importance of hydrating when Should this occur we plan to conduct
exercising and sweating. research to find white papers supporting
the value of hydration while exercising.
Market risk 2: The number of people exercising The market may be so large that capturing a very
declines. small percentage of a decreased exercise market
should be sufficient to meet projected goals.
Athletes’ Oasis® products address six issues that
Competitive risk
competitive products do not. Also, the Company
intends to continue doing R&D to introduce new
innovations sought by our target customers.
The Athletes’ Oasis® has two patents the 1st has
Intellectual Property Risk
13 claims and the 2nd has 14 claims to provide
excellent protection of this valuable Intellectual
Property.
Poorer than anticipated market response We have planed a generous marketing budget and
plan on having great marketing expertise on the
team.
General business risk Various insurance policies could be factored into
the plan, such as:
- General Liability of $5mm
- Automobile Liability of $1mm
- Umbrella Liability of $5mm
- Professional Liability of $1mm
- Worker Compensation $1mm
Table 9: Risk and Mitigation of Risk
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Capital Strategy
Athletes’ Oasis® seeks to secure developmental financing from private investors, both angels and groups.
Our overall capital strategy is shown in the following table (net of origination fees):
Round Amount Use of Proceeds
Seed Capital >$50,000 Investment offering development.
(closed)
First Round $1,000,000 Staffing, inventories for our Shopping Network markets, and
Dec. 2006 – Jun. 2008 development of our catalog and infomercial strategies.
Table 10: Capital Strategy
See the offering documents for details.
Company Valuation
The valuation of the company depends on the Valuation Multiple, Valuation Method, and actual results.
Athletes’ Oasis® operates in the Sporting Goods Industry, in the Fitness Products Category. According to
the Sporting Goods Manufacturing Association, there is much consolidation in the industry, which makes
discovering comparative valuations somewhat problematic. Brunswick is one among several companies
that has assembled a family of brands in fitness equipment, with Life Fitness, Hammer Strength, Parabody
and Omni Fitness. Russell Athletic has embarked on a similar strategy with Moving Comfort, Bike Athletic
and Spalding. Nike’s purchase of former footwear giant Converse was only the latest in a long series of
buyouts as the company assembles a portfolio of brands. When Adidas purchased Salomon, an industry
titan with significant strengths in equipment, footwear and apparel was created overnight. Amer Holdings
has assembled Wilson Sporting Goods, DeMarini, ATEC and Precor, which had previously absorbed Pacific
Fitness.
We found many companies manufacturing hydration systems, including Sigg Switzerland, Klean Kanteen,
Nalgene, Amphipod, Ultimate Direction, Platypus, and Nathan. None of these are public companies, so
comparable P/E ratios were not available.
(Note: P/E Ratios are as of October, 2006, courtesy of Wells Fargo)
Company Business P/E Ratio
NIKE, Inc. NIKE, Inc. was incorporated in 1968 under the laws of the state of 17
Oregon. The Company's principal business activity is the design,
development and worldwide marketing of high quality footwear, apparel,
equipment, and accessory products. The Company's wholly-owned
subsidiary Converse Inc., headquartered in North Andover,
Massachusetts, designs and distributes athletic and casual footwear,
apparel and accessories under the Converse®, Chuck Taylor®, All
Star®, One Star® and Jack Purcell® trademarks. The Company sells a
line of dress and casual footwear, apparel and accessories for men and
women under the brand names Cole Haan®, g Series© and Bragano©
through its wholly-owned subsidiary, Cole Haan Holdings Incorporated,
headquartered in Yarmouth, Maine. The Company's wholly-owned
subsidiary Hurley International LLC, headquartered in Costa Mesa,
California, designs and distributes a line of action sports apparel for
surfing, skateboarding, and snowboarding, and youth lifestyle apparel
and footwear under the Hurley® brand name. (Public symbol NIKE)
Brunswick Brunswick Corporation is a global manufacturer and marketer of boats, 8.7
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Company Business P/E Ratio
Corporation including fiberglass pleasure boats; luxury sportfishing convertibles and
motoryachts; high-performance boats; offshore fishing boats; aluminum
fishing, deck and pontoon boats; rigid inflatable boats; and marine parts
and accessories; of outboard, sterndrive and inboard engines; trolling
motors; propellers; marine dealer management systems; engine control
systems; global positioning systems products and marine electronics and
navigation systems; of fitness equipment; and of bowling products,
including capital equipment and consumer products; billiards tables and
accessories; and Air Hockey and foosball tables. Some of our major
brands include Brunswick Bowling Centers, Mercury Marine, Life Fitness,
Hammer Strength, and ParaBody brands. As of December 31, 2005, the
Company had approximately 27,500 employees worldwide. (Public
symbol BC)
Table 11: Comparative Valuations
Several possible company valuations after the third year of operations are shown in the following table:
Valuation Multiple
Method 6 10 14
Harvard Model (Earnings * Multiple)
Company Valuation $31,705,863 $52,843,105 $73,980,347
Return on Investment 317% 528% 740%
Internal Rate of Return
Company Valuation $33,858,644 $56,431,073 $79,003,503
Return on Investment 339% 564% 790%
Table 12: Valuation Projections
Investor Exit Strategy
We are open to several exit strategies for the shareholders, including:
Merger and Acquisition: Our three to five year goal is to be acquired by a major company.

Membership Unit Repurchases: At the request of individual investors and at Athletes’ Oasis®’s

election, we would consider repurchasing their shares, depending on then current resources,
projections, and price. Such transactions would be negotiated on an individual basis. (Please refer
to offering documents for details.)
Private Sale: Investors may sell their shares in a private transaction after a reasonable period of

time, with Athletes’ Oasis®’s permission, in accordance with SEC guidelines. (Please refer to
offering documents for details.)
Going Public: We consider this to be unlikely in the next few years, but are open to the possibility.

Appendixes
Inpex Merit Award
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Confidential and Proprietary to Desired Innovations, Inc. Page 29

Patent
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Financials
Financial Notes and Assumptions
Forward Looking Statements and Projections
The financial statements are the Company’s estimates of its financial performance for the future periods
shown. The projections are based on assumptions made by the Company concerning future conditions and
circumstances. Accordingly, the projections reflect management’s judgment, based on present
circumstances, on an assumed set of conditions and the most likely courses of action. Some assumptions
may not materialize and unanticipated events and circumstances may occur subsequent to the date that
these projections were prepared. Therefore, the actual results achieved during the projection periods may
vary from the projections, and the variation may be material, because events and circumstances frequently
do not occur as expected.
Scope of the Financial Projections
The financial pro formas which follow are focused on the next three years only: the first year in detail and
the next two in summary. The Month 1 projections begin in October, 2006, although it may be shifted one
or more months, depending of the availability of expansion funds. The business will continue in its current
form with moderate expansion until then.
Historical Financial Statements and the Value of Intellectual Property
The company is a startup, without limited previous operations. No historical financials are available.
The intellectual property is valued at $1,000,000, and is included in the balance sheet. This property is not
amortized or depreciated, nor should it be for tax purposes.
Projection Methodology
The Athletes’ Oasis® financial model was created from “the bottom up”, meaning that the projections were
developed by analyzing the business, determining the variables, and making activity and growth projections
at the detailed level. Each of the distribution channels and product lines were projected independently, and
in detail. The company did not set revenue targets and the “back into” the numbers required to reach those
targets, although they may do so as a practical matter during the execution of the plan.
Revenues
Athlete’s Oasis® product sales account for 80% of total revenues in the third year of operations, and
accessories account for 13%. The balance of the revenue comes from electrolyte products and apparel.
There may be other product lines developed in the next three years, but the impact of those products (if
any) are not included in the plan.
Revenues are expected to jump in Month 12 (approximately December, 2008) with the holiday season. We
also anticipate a significant increase in revenues on or about Month 18, when we plan to establish our retail
distribution channels.
Cost of Goods Sold
The gross margins on the products are projected to be from 50% to 85%, depending on the distribution
channel. The highest profit channel is through e-Commerce sales, and the lowest is for the Catalogs, which
are FOB China. The Cost of Goods projections sold include commissions, which also vary by the
distribution channel.
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Operating Expenses
The two primary operating expenses are for payroll and marketing. Together, they account for from 73% to
83% of the expenses, as follows:
Payroll expenses include our employees, some of whom may end up being contractors. While not

all of the positions have been defined, we anticpate expanding the staff / contractor base to over 35
at the end of the third year.
Marketing costs expand to as much as 11% of total revenues. The major marketing expense

category is infomercial development, but the majority of the budget is unallocated.
Other Income and Expenses
No depreciation, amortization, or interest income or expense is included in the model. In practice, we may
purchase and depreciate / amortize some office equipment, office furniture, and software. These
projections take the more conservative approach of considering all of these items to be rented or leased.
Inventory
We are not projecting any inventory balances. In the early months, inventory carrying costs and the
associated cash flow is not likely to be siognificant. As our volume grows, we plan to be receiving multiple
shipments per month. At that time, the payments to our suppliers will likely occur in the same month as we
are booking our Cost of Goods Sold expenses.
Accounts Receivable / Payable
For cash flow projections, both Accounts Receivable and Accounts Payable are projected to be resolved
with 30 days, although in practice, the company understands that there may be some additional delays in
both.
Accounts Receivable is projected for 35% of the revenues, the balance being paid by credit card. A 2.0%
credit card fee is projected for 65% of the transactions, although in practice, the fee may be less.
Accounts Payable is projected to be a percentage of Operating Expenses, with major categories such as
Commissions, Payroll, Rent, etc., having a cash impact in the current month and other expenses delayed
for 30 days.
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