Guide to Iceland is a travel website that provides information about tours, attractions and destinations in Iceland. It has grown rapidly since launching one year ago and is now the most popular travel website about Iceland, with over 100,000 monthly users. The company is seeking an investment of $250,000 to further develop its booking platform, expand its global reach through the Contact a Local program, and market the brand internationally, especially in China. The presentation outlines Guide to Iceland's revenue streams, target markets, and projections for strong continued growth in tourism in Iceland and the company's business.

2. GUIDE TO ICELAND
Welcome
Invitation from CEO
This is who we are Mission statement
Meet our friendly bloggers
First year recognitions
Local partners
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3. WELCOME TO GUIDE TO ICELAND
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www.guidetoiceland.is
CONTACT A LOCAL
Get in touch
with local people,
read blogs &
receive travel tips
SEARCH TOURS
Find things to do
with the largest
travel search engine
in Iceland
ABOUT ICELAND
Read fun &
informative articles
about Iceland
& its people
TRAVEL ICELAND
Browse the largest
source of attractions
in Iceland &
plan your trip

4. INVITATION FROM CEO
ELMAR JOHNSON
With this presentation we give you the opportunity to invest in the fastest growing travel company in Iceland.
Guide to Iceland is a user-generated platform that has achieved enormous success during first year of startup.
We have created a popular and profitable travel social network, with promising implications for global expansion.
The concept is already a collaboration between some of the biggest travel companies in Iceland.
And we have solved a complex problem where we can now communicate with all other existing booking systems.
Our online presence is already stronger than most other Icelandic travel companies on all major search engines.
We are also the biggest Icelandic brand on social media sites Facebook, Google+, Douban and Weibo.
Numerous other features, such as popular marketing material, provide us with a competitive advantage.
We will use them to build the strongest travel company in Iceland and create a global travel community.
If you want to join us on this exciting journey we would be honoured to have you with us.
Please read our presentation, we think you might like it.

5. Tryggvi Þór Hilmarsson
Graphic designer
Iurie Belugurschi
Photographer
Hospitality management
Sigmundur Hermannsson
Customer service
Geologist & tour guide
Simon Steel
Head of Digital
Multimedia BSc
Ingólfur Shahin
Travel writer
Journalist
Xiaochen Tian
Chinese affairs
Master of Public Relations
Skarphéðinn Steinþórsson
Lead programmer
Engineer
Heba Shahin
Customer service
Teacher
Einar Johnson
Programmer
Software engineer
Helena Guðlaugsdóttir
Customer service
Pilot
Anna María Ævarsdóttir
Marketing
Psychology student
Einar Steinn Valgarðsson
Editor-in-chief
English translator
Nanna Gunnarsdóttir
Travel writer
Actor
Bala Kamallakharan
Head advisor
Master of Economics
THIS IS WHO WE ARE A GLOBALIZED TEAM
Elmar Johnson
CEO/COO
Medical doctor
Guðríður Ingólfsdóttir
CFO
Business administrator
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6. LOCAL PARTNERS
With more than 2000 tours on
offer Guide to Iceland is now
already the largest platform
for travelers to find, compare
and book holidays in Iceland
A NATION WIDE COLLABORATION
We have partnered with most of
the largest travel companies in
Iceland. They pay us commission
and give us free tours that help
build our travel social network
The next step is to give more
travel companies in Iceland
access to our platform.
We aim at partnering with all
travel companies in Iceland

7. CONTACT A LOCAL MEET OUR FRIENDLY BLOGGERS
Simmi Nanna Anna Elmar Eyjólfur Regína Konstantín
Dóra Óli Einar B Aldís Stefán Óli P Olga
Andrean Steinarr Siggi E Haukur Hera Anna Kolli
Einar S 7
Vopni Helena Elína Heiðdís Lyonel

8. 8
FIRST YEAR RECOGNITIONS

9. MISSION STATEMENT
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10. KEY FEATURES
Travel search engine
Booking systems
Unique travel content
Popularity & traffic
Social media
Strong brand
User generated content
The friendliest country in the world
Contact a local | Introduction
Contact a local | Affiliate marketing
Contact a local | Solves problems
Next steps | Contactalocal.com
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11. TRAVEL SEARCH ENGINE
COMMUNICATION & SELECTION
Continental Lava fields
Cultural attractions Fjords Geothermal areas Glacier Highland routes Hot springs Islands Lakes Mountains
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Customized software provides us with an
updated status of the availability, prices,
logistics and extras of all our partners
Software therefore also provides our
customers with a best price guarantee
Software can easily create a worldwide
database of travel products in an extremely
short time
The travel search engine can then be widely
distributed and integrated onto other websites
Any type Beaches Bird sights Canyons Caves
Volcanoes
Geysers
Towns & villages
Northern lights Rivers
Forests
Rock formations Valleys

12. TRAVEL SEARCH ENGINE SOLVES PROBLEMS
There is no central reservation system for tours in Iceland.
Our travel search engine is the only booking system that has real-time data
of the availability of all major tour operators.
Tour operators who feature their products on our website do not constantly
have to update the status of their inventory on our platform.
That happens automatically.
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13. BOOKING SYSTEMS MAXIMIZE SALES
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Increases conversions
with an advanced
shopping cart
Increases sales
with an inclusive
affiliate program
Automatically sends
confirmation vouchers
to customers
Automatically sends
booking notifications
to service providers
Booking system
accepts all major
credit cards

15. UNIQUE TRAVEL CONTENT
OUTSTANDING MARKETING MATERIAL
Within 1 year we have acquired more travel
content about Iceland than any other website on
the internet
More than 670 tours, 70 reviews, 300 descriptions of
natural attractions, 440 travel articles and 1800 user
comments
Our marketing material has attracted global attention
and has been highlighted by major media outlets
such as SKY News, The Guardian, Seven Network,
StumbleUpon, Buzzfeed and more
We also possess more than 600 hugely popular
images and videos of Iceland
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17. 8.000
Already the most popular travel
website about Iceland in English
Strong in SEO and high rankings in most
Iceland related search queries on Google
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POPULARITY & TRAFFIC TREMENDOUS GROWTH
103.000
Monthly users on www.guidetoiceland.is, 2013 - 2014

19. SOCIAL MEDIA OVER 250.000 SOCIAL CONNECTIONS
BIGGEST ICELANDIC
BRAND ON GOOGLE+
A COMPETING
BRAND ON TWITTER
BIGGEST ICELANDIC
BRAND ON DOUBAN
BIGGEST ICELANDIC
BRAND ON WEIBO
BIGGEST ICELANDIC
BRAND ON FACEBOOK
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21. STRONG BRAND A POPULAR PARTNER
Combined features make us the most attractive travel company in Iceland to partner with.
The Guide to Iceland brand is not confined to excursions, but can offer all travel related services in Iceland
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23. USER GENERATED CONTENT
A WAY TO GROW
We have created a user generated platform
that is inclusive to everyone
Users can comment, review and engage
on all pages of our website
All companies in Iceland are welcome to
feature their products on Guide to Iceland
Everyone can blog and provide travel
information by using the platform of
Contact a local
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26. CONTACT A LOCAL INTRODUCTION
The idea behind Contact a Local was to create a travel community and a social networking platform where people could contact each other and share
their local travel tips. It proved to be extremely popular with users during the first year of beta testing and hundreds of blog posts were created and
hundreds of contacts were made.
We also expanded the concept to include a model of collaborative consumption and affiliate marketing. By combining a travel social network with a
marketplace for activities we were able to offer bloggers on Contact a Local two big benefits. First tour operators in Iceland agreed to give bloggers
their unsold seats on adventure tours for free. Instead bloggers write about their tours and change their empty seats into an Internet marketing tool.
Second by sharing the 20% commission we get from tour operators we opened up a way for bloggers to earn money by answering travelers.
A number of bloggers have already made good money by using this system and the model has also reduced our overall service costs.
With free tours and a way to earn money we easily mobilized great travel writers that created interesting content fast. But besides boosting the industry
Contact a local also provided us with a popular value proposition and was great for our search engine optimization. Contact a Local also helped us
create content in a number of languages, or until now: Icelandic, English, German, Spanish, Russian, Indonesian, Japanese and Chinese.
In short Contact a local helped us create, in less than 1 year, the largest travel website about Iceland on the Internet. It also made our platform extremely
popular. We now believe the concept can help us create one of the most interesting travel websites in the world. Our next step is therefore to further
develop and launch Contact a Local worldwide. 26

28. CONTACT A LOCAL AFFILIATE MARKETING
TOUR OPERATORS
GUIDE G U I D E T T O O I C ICELAND
E L A N D
T O U R O P E R AT O R S
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CONTACT A LOCAL
5% commission of
tours sold by bloggers
15% commission of
sold tours by bloggers

30. CONTACT A LOCAL SOLVES PROBLEMS
Contact a Local provides tourists with valuable
travel information and introduces them to local travel experts.
Unsold seats by tour operators equals lost growth.
Contact a Local helps them change their empty seats
into an internet marketing tool.
Small service providers are lost on the internet.
On Contact a Local they can join hands to build a free,
personal and popular platform to market their companies.
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31. UNIQUE TRAVEL CONTENT
OUTSTANDING MARKETING MATERIAL
Within 1 year we have acquired more travel
content about Iceland than any other website on
the internet
More than 670 tours, 70 reviews, 300 descriptions of
natural attractions, 440 travel articles and 1800 user
comments
Our marketing material has attracted global attention
and has been highlighted by major media outlets
such as SKY News, The Guardian, Seven Network,
StumbleUpon, Buzzfeed and more
We also possess more than 600 hugely popular
images and videos of Iceland
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32. MARKET & FINANCE
Tourism in Iceland
Revenue streams
Target market
Niche market
Contactalocal.com
Marketing strategy
Company debts
Additional funding needed
Investment breakdown
Growth projections
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TOURISM IN ICELAND A WISE BET
The fastest growing travel industry in Europe
800 k
700 k
600 k
500 k
400 k
300 k
200 k
100 k
1950 1960 1970 1980 1990 2000 2010 2014
0
By far the fastest growing industry in Iceland
2011 saw an 18% year-on-year increase of tourists
15% of GDP and more than 2 billion USD in cashflow

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REVENUE STREAMS COMMISSION RATES
SALES BY
DISTRIBUTORS OF
ORGANIZED TRIPS
COMMISSION
OF ONLINE
TOUR SALES
COMMISSION
OF SALES FROM
CONTACTALOCAL.COM
SALES BY
AFFILIATE
WEBSITES

35. TARGET MARKET ONLINE SALES & DISTRIBUTORS
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We will target independent
travelers to Iceland who seek
information and services online
They are mostly located in
the USA, UK and Scandinavia
in the agespan of 20 – 55
In 2012 the turnover in the
Icelandic tourism sector was
more than 1,2 billion USD
We will also use
bulk email marketing to target
travel distributors worldwide

36. NICHE MARKET
BAIDU & CHINESE DISTRIBUTORS
China’s outbound tourism grew by 18% last year
A 60% increase of travelers from China
to Iceland between 2011 and 2012
Having at hand the most popular Chinese social
media sites about Iceland gives us a head start
We can capitalize on having first-mover advantage
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Chinese travelers spend the most money
There’s a great lack of travel information about Iceland
in Mandarin, but we are changing that fast
Co-founder of Guide to Iceland, M.A Public relations, Boston University

37. CONTACTALOCAL.COM TARGET MARKET
Activities and tours are a $27 billion worldwide industry and represent the fastest growing segment of
the leisure travel market. We can create a global marketplace and interesting content extremely fast.
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38. 9 STEPS TO SALES
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JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Access online global distribution systems
Online marketing and on-site optimization
Social media marketing and build up on more platforms
Participate in travel trade shows in China
Global marketing of contactalocal.com
Create Chinese marketing material to launch brand in China 123456789
Bulk e-mail marketing to travel agencies and distributors worldwide.
Use local media contacts to recruit more
bloggers into Contact a local
Bulk email marketing to mobilize
more local tour opearators

39. COMPANY DEBTS HOW MUCH DO WE OWE?
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40. ADDITIONAL FUNDING NEEDED TO ACHIEVE GOALS
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250K USD
INVESTMENT

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INVESTMENT BREAKDOWN HOW WILL IT BE SPENT?
FIXED COSTS
USER
SUPPORT
PROGRAMMING DEVELOPMENT OF
BRAND IN MANDARIN
MARKETING &
MATERIALS
DEVELOPMENT OF
CONTACT A LOCAL
OPERATIONAL
SYSTEMS
DESIGN CONTENT
MANAGEMENT
MANAGEMENT

42. GROWTH PROJECTIONS YOU REAP WHAT YOU SOW
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Our booking system was functional 01.05.2013
and development was concluded 01.09.2013
Our booking system will be functioning all year.
Brand and online presence is much stronger than first year
Our 2014 marketing strategy will start to bear fruit. Distributors
worldwide will send us travelers in bulk to holidays that we
have organized. Online presence will also have increased and
Contactalocal.com will have been established in a number of
target markets
Guide to Iceland is now an established brand. Relationships have been
strengthened with current distributors and more travel agencies have
joined our network. Contactalocal.com has expanded globally.
Distributors will have increased even more and search engines will
have understood that Guide to Iceland is by far the strongest travel
brand in Iceland. Worldwide use of Contactalocal.com is now
contributing strongly to our growth.
EXPECTED TURNOVER 20 M USD
136 K USD
500 K USD
5 M USD
10 M USD

43. THANK YOU
FOR READING THIS PRESENTATION
IF YOU WANT TO INVEST IN
The most popular travel website about Iceland
The most content rich website about Iceland
The largest online marketplace with Icelandic travel products
The widest business network in the Icelandic tourism industry
The biggest Icelandic brand on social media
PLEASE CONTACT OUR CEO
elmar.johnson@guidetoiceland.is