The document outlines plans for a subscription-based eBook service called Athina that would allow users to access an unlimited number of eBooks for a monthly fee. It discusses the goals of providing customers with access to eBooks at competitive prices while also supporting publishers and increasing literacy. Financial projections estimate that the service could gain over 600,000 subscribers in its first year and generate over $50 million in annual revenue.

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2. Case Study
 Andy Harris is a published author and professor at Indiana University/Purdue University
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3. The Founders
Matthew A. Cauble Speros Kokenes Robert Rhinehart
Board of Advisors
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Josh Roberts

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6. Executive Summary
A way for monthly subscribers to discover, read, and share eBooks – anywhere.
Goals
 Provide customers pay-per use access to eBooks at competitive prices
 Provide a platform for readers to connect with other readers
 Increase literacy around the world
 Cooperate with distributors and publishers to enhance the user experience
 To be a secure system and protect the intellectual property on the service
What people want
 17.6 Million active eBook customers in 2010 (Forrester Research)
 Better browsing
 Netflix movies, rDio music subscription, Pandora radio
 70% of eBook users are interested in all-you-can-read service (Elasticpath Research)
Publisher contracts
 Publishers receive up to 60% of value of book
 When a book is sold, publishers receive 70% of the value 6

7. Why Athina
This slide intentionally left blank for demo.
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8. Marketing Plan
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10. Competition analysis
Key Competition: Library service Potential Entrants
• Almost free (requires library card) • Develop simple, clean, extensive
• Libraries pay cost to lend book all you can read model
• Digital scarcity • Expand library programs to
• Limit on books out at a time eliminate digital scarcity and time
• Available for dedicated eReaders restrictions
(Nook, Kindle, etc.) • Big publishers team to offer direct
service
Athina’s competitive advantage and response
• Pending patent on Discover
• No time limits on checkouts
• Athina is a community
• No digital scarcity
• Develop Athina for dedicated
• Greater revenue opportunity
eReaders
for publishers
• Users want the most selection
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11. Scenario Analysis
• Small publishers have expressed a serious
Major publishers refuse to interest
offer content on Athina. • Thousands of independent authors
• Users clearly demanding convenience and
price
• Subscribers notified of increase in price and
Royalty expenses exceed the reason
revenue. • Expand service to selling eBooks
• Adjust contracts with publishers
Why not offer a free model • No conclusive research on potential revenue
for users where revenue is • Facebook generates < $6/user annually 11
generated by advertising? • Beta test potential
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12. Sales Forecast
Annual
Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Totals
Subscribers 10000 16300 30970 50481 82284 134123 218621 356352 580854 946792 1543270 2515531 6485578
Monthly Price 7.99 7.99 7.99 7.99 7.99 7.99 7.99 7.99 7.99 7.99 7.99 7.99
Monthly Total 79,900 130,237 247,450 403,344 657,451 1,071,645 1,746,781 2,847,253 4,641,022 7,564,866 12,330,731 20,099,091 51,819,770
17 Million eBook customers in 2010
35% of consumers are “Very interested”
46% of consumers mainly use Kindle
3.2 Million consumers available now
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13. The Deal
 Today we have a demo product
 With Capital – Beta Product for users in 6-8 weeks
 $250,000 for acceleration of development, paying legal fees, and negotiating with
publishers
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