This document outlines the business model for LeashMe, a company developing a product to help users keep track of items like keys and wallets using NFC-enabled smartphones. It describes LeashMe's value propositions around convenience and cost reduction. The target customer segment is mass market smartphone owners. Key partners would provide manufacturing and licensing. Revenue streams would come from product sales, licensing, and subscriptions. Market size projections estimate the NFC market reaching $1.5 billion in 2011 and $12 billion in 2013. Hypotheses around the business model are proposed for customer testing.