Nouncer Business Plan U N C O N F I D E N T I A L Copyright 2007 © Hueniverse, LLC Version 1.14 / May 8, 2007 TM

Nouncer is an Online Hub for Real-Time Newswires , the Natural Evolution of User Generated Content Company Purpose

Company Purpose

What’s the Problem? Issues Workarounds Cost Prohibitive Lack of Reliable & Scalable Platform High Infrastructure Ownership Cost Missing Destination Scattered Audience Context Limited to Social-Networking Limited Usability Overwhelming Volume No Delivery Controls Confined Distribution Limit Audience to Blogs & Email Produce Content to Fit Limitations Creative Usage Use Social Networks for Distribution Create Multiple Accounts for Channels Development Create Costly Customized Solutions Build Fragmented Supplements No Existing Services Enable Consumers to Utilize the Full Potential of Real-Time Content

Cost Prohibitive

Lack of Reliable & Scalable Platform

High Infrastructure Ownership Cost

Missing Destination

Scattered Audience

Context Limited to Social-Networking

Limited Usability

Overwhelming Volume

No Delivery Controls

Confined Distribution

Limit Audience to Blogs & Email

Produce Content to Fit Limitations

Creative Usage

Use Social Networks for Distribution

Create Multiple Accounts for Channels

Development

Create Costly Customized Solutions

Build Fragmented Supplements

Nouncer ’s Solution Content Oriented Use Social Networking as a Vehicle, Not a Goal Create a Hub with Search, Guides, & Ranking System Enable New Content with Discovery Services Usability Control Updates Overflow with Powerful Quality Filters Utilize Familiar Interface with New Technologies Platform Designed From the Ground Up to Scale

Content Oriented

Use Social Networking as a Vehicle, Not a Goal

Create a Hub with Search, Guides, & Ranking System

Enable New Content with Discovery Services

Usability

Control Updates Overflow with Powerful Quality Filters

Utilize Familiar Interface with New Technologies

Platform

Designed From the Ground Up to Scale

What is Nouncer For? News Breaking News Political Updates Live Sports Gossip School Rumors Celebrity Sightings “ Page 6” Items Friends & Family Emergency Contact Trips / Events Special Moments Business Financial News Market Updates Deal Rumors Commerce Real Estate Listings Premium Content Quick Promotions

Breaking News

Political Updates

Live Sports

School Rumors

Celebrity Sightings

“ Page 6” Items

Emergency Contact

Trips / Events

Special Moments

Financial News

Market Updates

Deal Rumors

Real Estate Listings

Premium Content

Quick Promotions

Why Now? Natural Evolution User-Generated Content Seeks New Outlets Real-Time Content New Format, Fast-Growing Consumer Interest Content Overload Requires New Solutions Mobile Content Adds Value to Existing Businesses Technology Maturity Instant Messaging and SMS are Widely Used Email Instant Messaging + SMS + Blogs Nouncer

Natural Evolution

User-Generated Content Seeks New Outlets

Real-Time Content

New Format, Fast-Growing Consumer Interest

Content Overload Requires New Solutions

Mobile Content Adds Value to Existing Businesses

Technology Maturity

Instant Messaging and SMS are Widely Used

Who Will Use Nouncer ? Businesses Advertisement to Large and Targeted Audience Free or Paid Content Distribution Instant Mobility and Real-Time Solution Individuals Teenagers – Gossip, Chatter, Social Networking Bloggers – Headline Updates, Larger Audience Fans – Sports, Politics, Entertainment, Fashion Families – Hot Line, Events

Businesses

Advertisement to Large and Targeted Audience

Free or Paid Content Distribution

Instant Mobility and Real-Time Solution

Individuals

Teenagers – Gossip, Chatter, Social Networking

Bloggers – Headline Updates, Larger Audience

Fans – Sports, Politics, Entertainment, Fashion

Families – Hot Line, Events

How Will Nouncer Get Users? Growth By Association Partnership with Content Vendors Support Twitter Users Low Cost Local Marketing Member Driven Provide Tools for Invitations and Content Promotion Support API Usage for New Services Future Growth Syndicated Content, Advertisement, Merger/Acquisition

Growth By Association

Partnership with Content Vendors

Support Twitter Users

Low Cost Local Marketing

Member Driven

Provide Tools for Invitations and Content Promotion

Support API Usage for New Services

Future Growth

Syndicated Content, Advertisement, Merger/Acquisition

Market Size Social Networking MySpace has Over 55M Unique Visitors (9/2006) Nouncer Targets Active Users (30% of MySpace, 16.5M) Consumer-Generated Content US Social Networking Ad Spending for 2007 - $865M Real-Time Content Trends Twitter has 100K+ Members, 100% Growth in Q1 2007 88% of Internet Users Use Text Messaging Mobile Ads: $3B in 2007 ($19B Worldwide By 2011) Sources: eMarketer, ROI Research, NY Times, ABI Research

Social Networking

MySpace has Over 55M Unique Visitors (9/2006)

Nouncer Targets Active Users (30% of MySpace, 16.5M)

Consumer-Generated Content

US Social Networking Ad Spending for 2007 - $865M

Real-Time Content Trends

Twitter has 100K+ Members, 100% Growth in Q1 2007

88% of Internet Users Use Text Messaging

Mobile Ads: $3B in 2007 ($19B Worldwide By 2011)

Who’s The Competition? Social Networks Real-Time: Twitter, Jaiku, Dodgeball General: Facebook, Bebo Messaging Infrastructure Twitter API Windows Live Alerts Consumer Generated Content Yahoo! Groups Blogger

Social Networks

Real-Time: Twitter, Jaiku, Dodgeball

General: Facebook, Bebo

Messaging Infrastructure

Twitter API

Windows Live Alerts

Consumer Generated Content

Yahoo! Groups

Blogger

How is Nouncer Better? As of April 2007 Twitter Jaiku Facebook Windows Live Alerts Yahoo! Groups Blogger Nouncer Real-Time Delivery  SMS Only SMS Only  Email Only   Search & Guides      Search Only  Multi-Channel        Subscription Filters        Content Rating        Content Discovery        Open Framework   Internal     3 rd Party Distribution IM Only      

How Will Nouncer Stay Better? Focus on Content Add Value to Social Networks without Competing Build a Leading eBay-Like Hub for Newswires Constantly Innovate the Content Quality System Build Strategic Relationships Support 3 rd Party Distribution (Twitter, Live Alerts) Promote API Usage by Leading Content Providers Long Term Strategy Invest in Scalable and Reliable Infrastructure

Focus on Content

Add Value to Social Networks without Competing

Build a Leading eBay-Like Hub for Newswires

Constantly Innovate the Content Quality System

Build Strategic Relationships

Support 3 rd Party Distribution (Twitter, Live Alerts)

Promote API Usage by Leading Content Providers

Long Term Strategy

Invest in Scalable and Reliable Infrastructure

What’s Inside Nouncer ? Web User Sign-Up / Password Create Channels Send Messages Search Content Rate & Give Feedback Content Recipient Receive Instant Messages Receive Batch Email Subscribe to RSS Feeds Send Messages Use Messenger Add-Ins Mobile User Receive SMS Messages Send Messages Browse nouncer .mobi Web Server Channel Administration Directories & Guides Search Services Content Archive Web Services API Distribution Server Real-Time Delivery Content Filters Message Routing Database Server Configuration Content

Web User

Sign-Up / Password

Create Channels

Send Messages

Search Content

Rate & Give Feedback

Content Recipient

Receive Instant Messages

Receive Batch Email

Subscribe to RSS Feeds

Send Messages

Use Messenger Add-Ins

Mobile User

Receive SMS Messages

Send Messages

Browse nouncer .mobi

Web Server

Channel Administration

Directories & Guides

Search Services

Content Archive

Web Services API

Distribution Server

Real-Time Delivery

Content Filters

Message Routing

Database Server

Configuration

Content

When Will Nouncer Be Ready? November 2007 Channels Creation Limited 3rd Party Distribution Membership Accounts Framework API May 2008 Advance Filters & Delivery Channel Directory Quiet Time, Email Batch Infrastructure Scalability November 2008 User Directories Channel Moderators Social Networking Ratings Location-Based Mobile Filters

November 2007

Channels Creation

Limited 3rd Party Distribution

Membership Accounts

Framework API

May 2008

Advance Filters & Delivery

Channel Directory

Quiet Time, Email Batch

Infrastructure Scalability

November 2008

User Directories

Channel Moderators

Social Networking Ratings

Location-Based Mobile Filters

How Does It Make Money? Membership Fees 3 Tier Membership Structure Basic (Free), Enhanced (10% of Members, $19.95 a Year), and Premium (1% of Members, $99.95 a Year) Paid Membership Driven by Advance Filters and Controls Advertisement Web Pages – Clicks / Impressions SMS Texts, Instant Messaging - Impressions Listing Fees Fees to List Channels in Directory to Increase Exposure

Membership Fees

3 Tier Membership Structure

Basic (Free), Enhanced (10% of Members, $19.95 a Year), and Premium (1% of Members, $99.95 a Year)

Paid Membership Driven by Advance Filters and Controls

Advertisement

Web Pages – Clicks / Impressions

SMS Texts, Instant Messaging - Impressions

Listing Fees

Fees to List Channels in Directory to Increase Exposure

Who Is Behind Nouncer ? Eran Hammer-Lahav Founder Software Development Manager with 15 Years Experience Designing, Implementing, and Managing Complex Software Projects Extensive Hands-On Experience in Large Scale Distributed Systems with Focus on Performance, Size, Stability, and Cost of Ownership Most Recently: Director – Knight Trading Group, Vice President – Citigroup Investment Banking

Eran Hammer-Lahav

Founder

Software Development Manager with 15 Years Experience Designing, Implementing, and Managing Complex Software Projects

Extensive Hands-On Experience in Large Scale Distributed Systems with Focus on Performance, Size, Stability, and Cost of Ownership

Most Recently:

Director – Knight Trading Group,

Vice President – Citigroup Investment Banking

Advisory Board Jonathan Brodsky General Manager, AllMenus.com Alan Hammer Senior Portfolio Advisor, Westminster Management Nir Liberboim Senior Associate, McKinsey & Company Alon Ravid CTO / General Manager, Invoke Solutions

Jonathan Brodsky

General Manager, AllMenus.com

Alan Hammer

Senior Portfolio Advisor, Westminster Management

Nir Liberboim

Senior Associate, McKinsey & Company

Alon Ravid

CTO / General Manager, Invoke Solutions

Financial Forecast Year 1 2 3 4 5 Members 81,000 322,253 725,776 1,634,588 3,681,404 Revenues Membership $ 205,589 $ 870,654 $ 1,807,732 $ 3,960,169 $ 8,838,036 Web Ads $ 789 $ 7,842 $ 19,985 $ 45,010 $ 101,370 Text Ads $ 6,597 $ 105,619 $ 254,662 $ 556,796 $ 1,241,244 Directory $ 3,136 $ 30,608 $ 70,475 $ 151,703 $ 336,506 Total $ 216,111 $ 1,014,723 $ 2,152,854 $ 4,713,677 $ 10,517,156 Expenses Marketing $ - $ 39,070 $ 145,268 $ 327,172 $ 736,854 Operations $ 30,310 $ 37,189 $ 62,996 $ 129,736 $ 286,404 SMS $ 21,474 $ 50,325 $ 98,819 $ 198,284 $ 288,000 Staff $ 359,000 $ 434,000 $ 788,100 $ 1,013,900 $ 1,420,200 Total $ 410,784 $ 560,583 $ 1,095,183 $ 1,669,092 $ 2,731,458 Profit $ (194,673) $ 454,140 $ 1,057,671 $ 3,044,586 $ 7,785,698