Site Spend Impre Clicks Clicks/Impressions

Goodle 288000 5575637 234963 4%

MSN 37000 897406 50242 6%
SuperPages 70 116922 1410 1%
Yahoo 177000 4435709 165166 4%
Unified MarketPlace 14000 503563 20652 4%
Total 516070 11529237 472433 4%

Projections Spend Profit

Superpages 241000 23262238.095
Google 241000 1086106.6667

S Cost per mille 44.761852 total spend/total impression * 10000

D 2.05965939

S Click through rate 0.04097695 Number of clicks/Number of impression * 1000

D 0.00045097

S Application start 0.0860503 appl start/number of clicks *100

D 0.13278461

S completin application 0.17482105 appl complete/started * 100

D 0.38925486
application are verified
online- 80% verified
out of 80% customer

retention -55%

CPA- 88.3617700097
Marketing budget
80 100 Online 21%
88 110 online budg
67 67.8375 43.416 offline

101.25 number of applicati

151.11940299 online
Promotion 100 other
customer acqu 251 offline
 offline spend

Cust lifetime value

5 yr life e 800
m*r/(1+i-r)
retention r 80%

800 0.55 800

440
193.6
one year 1777.77778
5 years
800 m*.55/(1+.1-0.55)
872.7273

3
 Completed Appli Application/million Impression Approved Application Fund Accounts FundAccounts/
3717 666.6502858777 2973.6 1982.4 800
663 738.7960410338 530.4 353.6 800
16 136.8433656626 12.8 8.5333333333 800
2419 545.3468656307 1935.2 1290.1333333 800
292 579.8678616181 233.6 155.73333333 800
7107 616.432813377 5685.6 3790.4

ession * 1000 approve

funding
retention

6.1mn$
1.281
5.8095238095
27.664399093 4.819

286320
14316
42948
229056
2.10385233E-05

21.0526315789
5.0726315789
Revenue Profit/Spend
1585920 4.5066666667
282880 6.6454054054
6826.666667 96.5238095238
1032106.667 4.8311111111
124586.6667 7.899047619
2010 Budget
Online 1222000

Offline 4597047.6190476

Exhibit 10
Display Site Paid Search Clicks Conversions Conversion rate
Not exposed 87152 1095 1.26%
Datran Media 2870 95 3.31%
Yellow Pages 734 18 2.45%
Tribal Fusion 12024 261 2.17%
Yahoo 10441 165 1.58%
Real Media 15489 208 1.34%
AOL 25513 337 1.32%
AdBrite 2379 31 1.30%
Revenue Science 21071 227 1.08%
Traffic Marketplace 12187 131 1.07%
Casale 16001 162 1.01%
ValueClick 7111 67 0.94%
InterClick 17291 160 0.93%
Total exposed 49504 734 1.48%

Exhibit 7
Ad Network Media Spend Impressions Clicks CTR CPC
AOL 176000 97466342 34777 0.0003568104 5.0608160566
Tribal Fusion 107000 38780477 21861 0.0005637115 4.8945610905
Casale 90000 64222377 38450 0.000598701 2.3407022107
Revenue Science 74000 30949214 11572 0.0003739029 6.3947459385
Real Media 62000 13979255 4635 0.0003315627 13.3764832794
InterClick 38000 12678327 9643 0.0007605893 3.9406823603
Yahoo 30000 9878699 3875 0.0003922581 7.7419354839
Traffic Marketplace 29000 28285629 8730 0.0003086373 3.3218785796
Datran Media 15000 5672167 3394 0.0005983604 4.4195639364
ValueClick 10000 3753083 1151 0.0003066812 8.6880973067
AdBrite 3000 3113646 1088 0.0003494296 2.7573529412
Total 634000 308779216 139176 0.0004507298 4.555383112
AdNetwork Spend
Casale 90000
RevenueScience 74000
InterClick 38000
Traffic Marketplace 29000
ValueCheck 10000
Total 241000
Application started Applications completed Cost per Application Reach Duplicate Reach
7350 2934 59.99 0.21 0.37
2730 1002 106.79 0.12 0.41
2283 881 102.16 0.12 0.43
2244 862 85.85 0.11 0.45
1366 577 107.45 0.04 0.56
1090 411 92.46 0.08 0.48
457 174 172.41 0.07 0.41
563 207 140.10 0.15 0.33
167 63 238.10 0.04 0.42
158 64 156.25 0.03 0.54
56 15 200.00 0.03 0.45
18464 7190 88.18
 FundAppli Revenue Profit/Spend
1564.8 1251840 7.112727273
534.4 427520 3.995514019
469.866666667 375893.3 4.176592593
459.733333333 367786.7 4.97009009
307.733333333 246186.7 3.970752688
219.2 175360 4.614736842
92.8 74240 2.474666667
110.4 88320 3.045517241
33.6 26880 1.792
34.1333333333 27306.67 2.730666667
8 6400 2.133333333