Foh Boh Corporate Presentation 12.08

Voice of the Global Restaurant Industry™  A FOHBOH PRESENTATION  12/08  © 2008 FohBoh, Inc.  1 

About FohBoh™    With 10,000 members, FohBoh is the  leading and fastest growing professional  community dedicated to the restaurant  industry, its employees, owners, operators,  vendors, suppliers and service providers  worldwide.   12/08  © 2008 FohBoh, Inc.  2 

Social Networks – Shi$ing how human communicate  •  Online communiMes are driven by three  primary funcMons: communicaMon,  context and technology.   •  Sustainability is found in an ability to  engage on an ongoing basis, and that   communicaMon anchors play a signiﬁcant  role in that engagement.   12/08  © 2008 FohBoh, Inc.  3 

User Generated Content ‐ Powerful  “In 2008, if you’re not on a social networking site, you’re not on  the Internet. It’s as true for adverMsers as it is for consumers.  Social networking is the ulMmate manifestaMon of user  generated content, and as such, holds more potenMal for growth  than any other form of content on the Web today.”  12/08  © 2008 FohBoh, Inc.  4 

User Generated Content ‐ Powerful  12/08  © 2008 FohBoh, Inc.  5 

FohBoh Community – Largest B2B  Key Elements:  –  Consistent, aZracMve branding  –  Special interest groups for members  –  Deep knowledge base  –  Blog‐centric; providing a powerful  global pla]orm for members  –  Inﬁnite number of discussions to  start, join or comment on  –  Showcasing members and content  –  AcMvity log to promote vitality  –  RSS feeds for news and content  –  Rich media (photos and video)   –  PromoMonal spots for adverMsers  12/08  © 2008 FohBoh, Inc.  6 

VerMcal Social Networks ‐ Relevant  •  MySpace/Facebook educated the market, but are  not ideal for business communiMes  •  “A demand for more speciﬁc social networks, and  the resulMng targeted sites, is a natural outgrowth  of MySpace and Facebook's popularity. The  inevitable reacMon to when something gets too  big? Leave for a smaller, more personal  experience.”  –  Debra Aho Williamson, senior analyst at eMarketer  •  AdverMsers are expected to spend $1.9 billion on  social networks by 2010, up from $280mm in  2006 and $650mm in 2007  •  VerMcal SNs provide superior CPMs because of the  more targeted demographic  12/08  © 2008 FohBoh, Inc.  7 

Channel Strategy ‐ Enterprise  Employees  Chains  Schools  AssociaMons  Powering private communiMes   12/08  © 2008 FohBoh, Inc.  8 

Enterprise | Social Media  FohBoh intends to power chain  restaurants, culinary schools &  associaMon private communiMes   Community Development & Management Services  12/08  © 2008 FohBoh, Inc.  9 

The US Restaurant Market ‐ Big  •  $537 Billion sales in 2007  •  935,000 restaurants in 50 states  •  13 million full and part Mme staﬀ  •  Tens of thousands of vendors  –  Equipment, services, food products  •  Ancillary and supporMng industries  –  Lifestyle, hospitality, airlines, cruise  lines, sports arenas, entertainment,  amusement parks, caterers, casinos,  resorts, spas, consulMng, recruiMng,  wine, brewing, more…  12/08  © 2008 FohBoh, Inc.  10 

FohBoh Value Chain ‐ Valuable  Contribute  Context  Relevance  Importance  •  Knowledge  •  Industry speciﬁc  •  Current  •  Connect  •  Experiences  •  Valuable  •  Honest  •  Communicate  •  Contacts  •  Peer to Peer  •  InteracMve  •  Collaborate  12/08  © 2008 FohBoh, Inc.  11 

DistribuMon Plan‐ Outreach  W.O.M  Cross promoMons  Public relaMons  SEO and blogging  Contests  Partnerships  Speaking  Widgets  12/08  © 2008 FohBoh, Inc.  12 

Membership Growth ‐ Viral  Members  10000  9000  8000  7000  6000  5000  4000  3000  2000  1000  0  1/2/12  2/2/12  3/2/12  4/2/12  5/2/12  6/2/12  7/2/12  8/2/12  9/2/12  12/08  © 2008 FohBoh, Inc.  13 

FohBoh Value ProposiMon ‐ Valuable  •  B2B is our primary focus  •  Relevant industry subject maZer  •  User Generated Content  –  True “voice” of the industry  •  We connect the industry  •  Improve employee  retenMon  •  Training, educaMon, connecMons  communicaMon, sharing, advice, help  and business opportuniMes  •  Online knowledge base  12/08  © 2008 FohBoh, Inc.  14 

What problem are we solving?  Each year, the restaurant industry spends over $22 billion  replacing nearly 13 million employees.  Enterprise‐level social networking              will save more than $2 billion a year  12/08  © 2008 FohBoh, Inc.  15 

Emerging trend of ERM/B2B social networking  New‐business prospecMng  Referrals  Talent recruitment  Cross‐selling  Event invitaMons  CompeMMve intelligence  Business Intelligence  Human Intelligence  ROI  12/08  © 2008 FohBoh, Inc.  16 

FohBoh Rewards Program ‐ S?cky   To encourage new memberships, social interacMon  and parMcipaMon on FohBoh, we implemented a  novel rewards program.  •  First 50,000 members get 50K Club badge  •  We reward parMcipaMon and referrals to FohBoh  •  Points will be redeemable for prizes that may  include cash, dinners, air miles, discounts & gius  •  1 billion points are up for grabs  •  The current point leader has accumulated over 1  million points and has referred over 400 new  members to FohBoh. True crowd sourcing.  12/08  © 2008 FohBoh, Inc.  17 

Strategic Partnerships ‐ Credibility  •  HotSchedules  |  The  premier  online  labor  scheduling  and  workforce management system with 265,000+ users.  •  The  Food  Channel  |  Consumer  focused  site  for  all  things  food  where one can ﬁnd great recipes, smart food advice and the latest  food news and reviews.  •  Share Our Strength | Charity that has worked in innovaMve ways  with some of the naMon’s most recognized and best loved brands to  ensure no child in America goes hungry.  •  Hcareers  |  The  leading  online  jobs  board  for  the  restaurant  industry. We cross promote and share revenue.  •  Ideal  Media  |  Leading  restaurant  trade  publishing  company.  We  cross  promote  and  share  content  with  Restaurant  Business  magazine.  12/08  © 2008 FohBoh, Inc.  18 

What members are saying…  Doug Golden, Sr. Funding Specialist, AdvanceMe, Inc. “95% of my clientele are on FohBoh. I can reach new clients more easily and faster nationwide. Knowledge of member base is incredible.” Amanda Hite, Director of Training, Thomas & King “I make more connections and get more inspiration from FohBoh than any other network.” Kristen Siqueiros, Bartender/Trainer, Thomas & King “I love expressing opinions and getting feedback quickly” Matt Urdan, Marketing Mgr, Nantahala Outdoor Center “FohBoh has an unreal collection of movers & shakers. It’s reaching critical mass and about to explode.” 12/08  © 2008 FohBoh, Inc.  19 

FohBoh Business Plan ‐ Execu?ng  •  Phase I   Develop and launch easy‐to‐use, purposeful, relevant and  engaging blog‐centric, niche social‐business community, then  begin to moneMze within ﬁrst 12 months.  •  Phase II   Add viral and sMcky features, promote the FohBoh brand  globally and secure strategic partnerships with relevant  associaMons, organizaMons and companies that promote the  brand and aggregate membership. Maintain our leadership  posiMon and grow membership.  •  Phase III   Scale by adding other lifestyle networks for food, wine, coﬀee,  beer, specialty foods and related industries aggregated under  the FohBoh brand to create a B2B2C distributed network  dedicated to food and beverage.  12/08  © 2008 FohBoh, Inc.  20 

OperaMons ‐ Focused  • Channels  • AdverMsing  • Connect  Technology  • Super‐  • Aﬃliate  Community  • Collaborate  Tools  Sales   groups  • Premium  • Exchange  • Dashboards  • Jobs  12/08  © 2008 FohBoh, Inc.  21 

Revenue Model ‐ Diversiﬁed  AdverMsing   Custom publishing   Display & sponsorship  Premium   Vendor directory   Private Groups   Private CommuniMes  Aﬃliate   Jobs   Marketplace   Business Services  12/08  © 2008 FohBoh, Inc.  22 

Technology Roadmap ‐ Future  •  We conMnue to enhance our pla]orm to  promote acMvity, new members, sMckiness,  frequency and increase revenue.  •  Increase quality of content, creaMng a P2P  knowledge bank.  •  Development of Channels (a major  technology extension) will allow us to  rapidly deploy enMre client sub‐networks  within FohBoh for revenue and member  growth.  •  In the future we plan to migrate to our  own pla]orm to provide extended power,  ﬂexibility and control.  12/08  © 2008 FohBoh, Inc.  23 

Strategic Advisors ‐ Wisdom  1.  Christopher  Condy  |  CEO  Aqua;  CEO  C&L  Partners;  Board  Member  Global  Wine  Club;  investment banking professional, founding partner, JMP SecuriMes; FohBoh Board Member.  2.  Ray  Villaman  |  COO  Mikuni’s  Sushi;  former  Board  Member  California  Restaurant  AssociaMon; Board Member United Enterprise Fund; 20 year restaurant veteran.  3.  David Dodson  | CEO The CulMvaMon Corps; 20 year restaurant and hospitality professional;  CIA graduate.  4.  Alice Elliot  | Founder and CEO The EllioZ Group, the foremost advisor in execuMve search,  human resources and leadership to the Restaurant industry.       5.  Rod Guinn | 25 Year veteran of the restaurant ﬁnance world having run two of the largest  restaurant investment por]olios at Banc Boston and Wells Fargo.   6.  Laurent Manrique | Award winning chef, ExecuMve Chef Aqua San Francisco; ExecuMve Chef  Partner C&L Partners, 20 years restaurant industry professional.  7.  Steven  BusRn  |  CEO  BusMn  Media,    Chief  Revenue  Oﬃcer  My  Vision  One,  internet  adverMsing pioneer, strategic  markeMng, branding and adverMsing consultant, and author.  12/08  © 2008 FohBoh, Inc.  24 

Contact  Michael L. Atkinson  President | CEO  mla@fohboh.net      FohBoh, Inc.  220 Sansome Street, 10th Floor  San Francisco, California 94104  www.fohboh.com  info@fohboh.net  800 928 8430 X100 

Foh Boh Corporate Presentation 12.08

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