This document describes a mobile web marketing system called ShrinkRay. It aims to help small businesses engage mobile consumers in their neighborhoods in a cost-effective way. ShrinkRay is a simple to use, cloud-based mobile engagement platform that allows businesses to automatically publish mobile websites and applications. It offers complete engagement features like video, coupons, games and location services. ShrinkRay has two business apps - a core app for rapid mobile site creation and additional apps for incentives/coupons and engagement/loyalty. It generates revenue through service fees, referrals and premium targeting through mobile advertising. An example use case and financials are provided for a retail commons deployment in Northumberland County.

1. Mobile Web Marketing System
Created and Developed by Boomboat
©2010 Confidential

2. The Problem
It is too difficult and costly
for Small Businesses to
engage the mobile
consumer; and too costly for
brands to engage at a local
level.
Consumers LIVE and SHOP,
in their neighborhood.
They have established TRUST
Networks in their neighborhood.
They have buying PATTERNS in
their neighborhood.

3. ShrinkRay
A simple to use, Mobile Web Engagement
Platform
- Partnering, third party commerce,
associations.
- Automatically publish a mobile web site/application.
- Cloud based SaaS Service.
- Complete engagement platform for viral, video,
couponing, gaming, location services.
- Detailed analytics. !

4. Traction
Enterprise Mobile and Widgets - Launched Early ’09.
(ING DIRECT, RBC, Discover)
Small Business cultural and mobile marketing -
Launched Feb ’10. (Northumberland County)
Single Platform serves both markets.
Partnering and Sales distribution: Infinion, BunchBall,
Authenticity, Blue Rush

5. ShrinkRay Business Apps
ShrinkRay CMS and Pre-Packaged Apps
- Rapid Mobile Site and App Creation
Core
- Integration to existing digital assets (site, video, etc)
- Location, Social, Viral Capabilities
- Service additions to existing web site (sms widget etc.)
Purchase Engagement
Plus Plus
Incentives and and Loyalty
Coupons - Mobile and Site
- Coupon creation, engagement
delivery, redemption, - Gaming dynamics to
tracking drive behavior
- Co-Marketing with
partner brands

6. The Engagement Cycle
Purchase incentives
Traditional media Online booking
Social/viral referral Online appointments
Packaging with:
Events
Attractions
Calls to Culture/Arts
Action Fulfillment
Entertainment
Sports
Accommodations
Mobile website
Coupon networks Search
Point of interest priming and
Social marketing & Discovery
promotion
Rewards
Loyalty Leader-boards
Content Point systems
Recognition
Creation
Photo and video contests
Trivia contests
User reviews & comments

7. Business Model
Gather Account
Free Mobile Site Across Network
Information Upgrades
From: Through: By: For:
- existing networks - use and - Offer redemptions - Community
- distribution engagement - customization operator
partners - data overlay - marketing - 3rd party
- technology (culture etc.) analytics applications and
partners - offer creation - responding to services
- Loyalty set-up offers - Partnering across
- offer members
suggestions
3rd Party
Monthly
Free Service Fee
Service referral
fees
Additional Opportunity: Mobile Advertising
Number of
Users
+ Quality of
Information
+ Premium
Targeting
= High Potential
Profit

8. Use Case, Retail Commons
Launch Engage Fulfill
Track, capture and report network use.
Manufacturers pay
for RC Mobile
Upsell Retailers
dashboard for Integrate to
promotions to paid service
Shopping Cart
for:
via Eminio for
Coupons,
Location Services, fulfillment at
Retailers receive Games, Loyalty, POS take a slice
free Retail Content creation, of the
Commons mobile transaction
Personalization.
presence

9. Example Financial -
Northumberland
Currently, 10% sign-up and penetration.
Plan to attain 20% by launch.