This document summarizes the business plan for a proposed crowdfunding aggregator website called Monedize.com. It notes that peer-to-peer lending and crowdfunding have seen significant growth in recent years. The JOBS Act allows individuals to invest smaller amounts through crowdfunding sites. Monedize aims to be an aggregator that makes investing across different crowdfunding sites easier for individual investors. The minimum viable product would aggregate data from a few major sites. With some advertising and partnerships, the business could break even within 6 months and generate over $100,000 in net profits within a year.

1. Monedize.com
The Kayak of Crowdfunding

2. Market Overview
• In the last 5 Years, Peer to Peer Lending has
seen tremendous growth
• Kickstarter with over 16M monthly views
• P2P Leader Lending Club originating over
$34M+ per month, Prosper $10M+
• Over $10T in Assets held by top ten banks in
the U.S., huge growth opportunity

3. Legal Overview
• President Obama signs JOBS Act 4/5/12
• Individuals can invest the greater of 5% of
annual income or $2,000 through
crowdfunding websites
• SEC to begin regulation in 2013

4. Why P2P Lending?
• Avoid Big Banks and Wall Street
• Invest in people you know and take charge of
your money
• Helping the community when banks and other
lenders will not
• Make more money by taking out the
middleman

5. Why Invest in P2P Lenders?
• Returns much greater than CDs or Bonds (11%
versus 3 or 4%)
• Start with as little as $50 or $100
• Choose your preferred level of risk
• Investments of all types
(artistic, entrepreneurial, donation-
based, etc.)

6. Value Proposition
• Silos of P2P and Crowdfunding websites make
it confusing for an investor
• No Current Aggregator available for the
average investor
• The Kayak of Crowdfunding, adding value for
individual sites and for individual investor

7. Minimum Viable Product
• Website with information updated daily from
at least 2-3 websites (Kiva, Prosper, etc.)
• Completely free for user, charge website 0.5%
• If 1% of population reached and accesses 10
times a month, 400k hits
• $1k/year server maintenance & website dev
(initial costs)
• Equity payment until Month 6, combination
thereafter and for new hires

8. Current Market Leaders
Company Website Market Pageviews/Month
Indiegogo www.indiegogo.com Artists 4,228,590
Kickstarter www.kickstarter.com Entrepreneurs 16,533,060
Kiva www.kiva.org Charity 5,669,130
Lending Club www.lendingclub.com Public 869,670
Prosper www.prosper.com Public 1,336,260
Zopa www.zopa.co.uk Public 518,490

9. Marketing Strategy
• Advertisements on
LendingClub, Prosper, Kiva, Crowdfunder, etc.
• Social media - Twitter and Facebook
• Inbound marketing – Blog, monthly ebook
• Promotion at 2-3 yearly Crowdfunding
conferences

10. Financials
• Break-even in less than 6 months
• Ramp up to month end 1MM page views per
month (conservative estimate)
0 1 2 3 4 5 6 7 8 9 10 11 12
Display Revenue $0 $1 $3 $13 $51 $205 $819 $1,019 $1,219 $1,419 $1,619 $1,819 $2,019
Affiliate Revenue $0 $45 $180 $720 $2,880 $11,520 $46,080 $57,330 $68,580 $79,830 $91,080 $102,330 $113,580
Total Ad Revenue $0 $46 $183 $733 $2,931 $11,725 $46,899 $58,349 $69,799 $81,249 $92,699 $104,149 $115,599
Website Registration $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1
Hosting $40 $40 $40 $40 $40 $40 $40 $80 $80 $80 $80 $80 $80
Salaries & Benefits $6,000 $6,000 $6,000 $6,000 $6,000 $6,000 $6,000 $12,000 $12,000 $12,000 $16,000 $16,000 $16,000
Total Expenses $6,041 $6,041 $6,041 $6,041 $6,041 $6,041 $6,041 $12,081 $12,081 $12,081 $16,081 $16,081 $16,081
NI -$6,041 -$5,995 -$5,858 -$5,308 -$3,110 $5,684 $40,858 $46,268 $57,718 $69,168 $76,618 $88,068 $99,518
Cum Net Worth -$6,041 -$12,036 -$17,894 -$23,202 -$26,312 -$20,628 $20,230 $66,498 $124,216 $193,385 $270,003 $358,071 $457,589

11. Advertising – Display Only
Month
0 1 2 3 4 5 6 7 8 9 10 11 12
Ad Type Measure Site Site Site Site Site Site Site Site Site Site Site Site Site
Pages served 0 200 800 3,200 12,800 51,200 204,800 254,800 304,800 354,800 404,800 454,800 504,800
Display Advertising CPM (Cost Per Thousand) $10.00 $10.00 $10.00 $10.00 $10.00 $10.00 $10.00 $10.00 $10.00 $10.00 $10.00 $10.00 $10.00
% Inventory Served 20.00% 20.00% 20.00% 20.00% 20.00% 20.00% 20.00% 20.00% 20.00% 20.00% 20.00% 20.00% 20.00%
Avg. Clickthrough (CTR %) 0.10% 0.10% 0.10% 0.10% 0.10% 0.10% 0.10% 0.10% 0.10% 0.10% 0.10% 0.10% 0.10%
Ad units served per page 2 2 2 2 2 2 2 2 2 2 2 2 2
Clicks – CPM ads 0 100 200 400 800 1600 3200 3600 4000 4400 4800 5200 5600
Revenue – display ads $0.00 $0.80 $3.20 $12.80 $51.20 $204.80 $819.20 $1,019.20 $1,219.20 $1,419.20 $1,619.20 $1,819.20 $2,019.20
Earnings per 100 clicks (EPC) 0 $0.80 $1.60 $3.20 $6.40 $12.80 $25.60 $28.31 $30.48 $32.25 $33.73 $34.98 $36.06
eCPM – display ads $0.00 $0.00 $0.00 $0.01 $0.05 $0.20 $0.82 $1.02 $1.22 $1.42 $1.62 $1.82 $2.02
Fixed Run-of-Site Sponsorship % Inventory Served 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00%
Avg. Clickthrough (CTR %) 0.30% 0.30% 0.30% 0.30% 0.30% 0.30% 0.30% 0.30% 0.30% 0.30% 0.30% 0.30% 0.30%
Ad units served 1 1 1 1 1 1 1 1 1 1 1 1 1 1
Clicks – fixed 0 0 0 0 0 0 0 0 0 0 0 0 0
Revenue – fixed sponsorship* $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00
Earnings per 100 clicks (EPC) $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00
eCPM – fixed $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00
Text ad advertising (CPC) % Inventory Served 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00%
Avg. Clickthrough (CTR %) 1.00% 1.00% 1.00% 1.00% 1.00% 1.00% 1.00% 1.00% 1.00% 1.00% 1.00% 1.00% 1.00%
Avg. Cost Per Click $0.30 $0.30 $0.30 $0.30 $0.30 $0.30 $0.30 $0.30 $0.30 $0.30 $0.30 $0.30 $0.30
Ad units served per page 1 1 1 1 1 1 1 1 1 1 1 1 1
Clicks – CPC ads 0 0 0 0 0 0 0 0 0 0 0 0 0
Revenue – CPC ads $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00
Earnings per 100 clicks (EPC) $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00
eCPM – CPC ads $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00
Affiliates Commission (and PPV)% Inventory Served 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00%
Avg. Clickthrough (CTR %) 0.50% 0.50% 0.50% 0.50% 0.50% 0.50% 0.50% 0.50% 0.50% 0.50% 0.50% 0.50% 0.50%
Ad units served per page 1 1 1 1 1 1 1 1 1 1 1 1 1
Clicks – Affiliates 0 0 0 0 0 0 0 0 0 0 0 0 0
Destination conversion rate (%) 3.00% 3.00% 3.00% 3.00% 3.00% 3.00% 3.00% 3.00% 3.00% 3.00% 3.00% 3.00% 3.00%
Average order value $100.00 $100.00 $100.00 $100.00 $100.00 $100.00 $100.00 $100.00 $100.00 $100.00 $100.00 $100.00 $100.00
Commission % 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00%
Revenue – affiliates $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00
Earnings per 100 clicks (EPC) $30.00 $30.00 $30.00 $30.00 $30.00 $30.00 $30.00 $30.00 $30.00 $30.00 $30.00 $30.00 $30.00
eCPM – affiliates $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00
Overall metrics for site Clicks – Total 0 100 200 400 800 1600 3200 3600 4000 4400 4800 5200 5600
Revenue – Total $0.00 $0.80 $3.20 $12.80 $51.20 $204.80 $819.20 $1,019.20 $1,219.20 $1,419.20 $1,619.20 $1,819.20 $2,019.20
Earnings per 100 clicks (EPC) –
Total $0.00 $0.80 $1.60 $3.20 $6.40 $12.80 $25.60 $28.31 $30.48 $32.25 $33.73 $34.98 $36.06
eCPM – Total $0.00 $0.00 $0.00 $0.01 $0.05 $0.20 $0.82 $1.02 $1.22 $1.42 $1.62 $1.82 $2.02

12. Advertising – Display & Affiliates
Month
0 1 2 3 4 5 6 7 8 9 10 11 12
Ad Type Measure Site Site Site Site Site Site Site Site Site Site Site Site Site
Pages served 0 200 800 3,200 12,800 51,200 204,800 254,800 304,800 354,800 404,800 454,800 504,800
Display Advertising CPM (Cost Per Thousand) $10.00 $10.00 $10.00 $10.00 $10.00 $10.00 $10.00 $10.00 $10.00 $10.00 $10.00 $10.00 $10.00
% Inventory Served 20.00% 20.00% 20.00% 20.00% 20.00% 20.00% 20.00% 20.00% 20.00% 20.00% 20.00% 20.00% 20.00%
Avg. Clickthrough (CTR %) 0.10% 0.10% 0.10% 0.10% 0.10% 0.10% 0.10% 0.10% 0.10% 0.10% 0.10% 0.10% 0.10%
Ad units served per page 2 2 2 2 2 2 2 2 2 2 2 2 2
Clicks – CPM ads 0 100 200 400 800 1600 3200 3600 4000 4400 4800 5200 5600
Revenue – display ads $0.00 $0.80 $3.20 $12.80 $51.20 $204.80 $819.20 $1,019.20 $1,219.20 $1,419.20 $1,619.20 $1,819.20 $2,019.20
Earnings per 100 clicks (EPC) 0 $0.80 $1.60 $3.20 $6.40 $12.80 $25.60 $28.31 $30.48 $32.25 $33.73 $34.98 $36.06
eCPM – display ads $0.00 $0.00 $0.00 $0.01 $0.05 $0.20 $0.82 $1.02 $1.22 $1.42 $1.62 $1.82 $2.02
Fixed Run-of-Site Sponsorship % Inventory Served 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00%
Avg. Clickthrough (CTR %) 0.30% 0.30% 0.30% 0.30% 0.30% 0.30% 0.30% 0.30% 0.30% 0.30% 0.30% 0.30% 0.30%
Ad units served 1 1 1 1 1 1 1 1 1 1 1 1 1 1
Clicks – fixed 0 0 0 0 0 0 0 0 0 0 0 0 0
Revenue – fixed sponsorship* $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00
Earnings per 100 clicks (EPC) $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00
eCPM – fixed $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00
Text ad advertising (CPC) % Inventory Served 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00%
Avg. Clickthrough (CTR %) 1.00% 1.00% 1.00% 1.00% 1.00% 1.00% 1.00% 1.00% 1.00% 1.00% 1.00% 1.00% 1.00%
Avg. Cost Per Click $0.30 $0.30 $0.30 $0.30 $0.30 $0.30 $0.30 $0.30 $0.30 $0.30 $0.30 $0.30 $0.30
Ad units served per page 1 1 1 1 1 1 1 1 1 1 1 1 1
Clicks – CPC ads 0 0 0 0 0 0 0 0 0 0 0 0 0
Revenue – CPC ads $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00
Earnings per 100 clicks (EPC) $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00
eCPM – CPC ads $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00
Affiliates Commission (and PPV)% Inventory Served 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00%
Avg. Clickthrough (CTR %) 20.00% 20.00% 20.00% 20.00% 20.00% 20.00% 20.00% 20.00% 20.00% 20.00% 20.00% 20.00% 20.00%
Ad units served per page 1 1 1 1 1 1 1 1 1 1 1 1 1
Clicks – Affiliates 0 100 400 1600 6400 25600 102400 127400 152400 177400 202400 227400 252400
Destination conversion rate (%) 3.00% 3.00% 3.00% 3.00% 3.00% 3.00% 3.00% 3.00% 3.00% 3.00% 3.00% 3.00% 3.00%
Average order value $3,000.00 $3,000.00 $3,000.00 $3,000.00 $3,000.00 $3,000.00 $3,000.00 $3,000.00 $3,000.00 $3,000.00 $3,000.00 $3,000.00 $3,000.00
Commission % 0.50% 0.50% 0.50% 0.50% 0.50% 0.50% 0.50% 0.50% 0.50% 0.50% 0.50% 0.50% 0.50%
Revenue – affiliates $0.00 $45.00 $180.00 $720.00 $2,880.00 $11,520.00 $46,080.00 $57,330.00 $68,580.00 $79,830.00 $91,080.00 $102,330.00 $113,580.00
Earnings per 100 clicks (EPC) $45.00 $45.00 $45.00 $45.00 $45.00 $45.00 $45.00 $45.00 $45.00 $45.00 $45.00 $45.00 $45.00
eCPM – affiliates $0.00 $0.05 $0.18 $0.72 $2.88 $11.52 $46.08 $57.33 $68.58 $79.83 $91.08 $102.33 $113.58
Overall metrics for site Clicks – Total 0 200 600 2000 7200 27200 105600 131000 156400 181800 207200 232600 258000
Revenue – Total $0.00 $45.80 $183.20 $732.80 $2,931.20 $11,724.80 $46,899.20 $58,349.20 $69,799.20 $81,249.20 $92,699.20 $104,149.20 $115,599.20
Earnings per 100 clicks (EPC) –
Total $0.00 $22.90 $30.53 $36.64 $40.71 $43.11 $44.41 $44.54 $44.63 $44.69 $44.74 $44.78 $44.81
eCPM – Total $0.00 $0.05 $0.18 $0.73 $2.93 $11.72 $46.90 $58.35 $69.80 $81.25 $92.70 $104.15 $115.60