100 DAY MILESTONES

Timing

START XX/XX/2012
FINISH XX/XX/2012

SMART Goals (Specific, Measurable, Attainable, Relevant and Timely)

1 - To launch online and mobile news product servicing Smallville
2 - To grow advertiser and local-shopping services for Smallville businesses
3 - To create a use case proving that we can franchise our current business model
Priorities / Key Performance Indicators
Recommended Action:
Double Down Move Forward Adjust Course Abandon
1 - Consumers
Site traffic
Unique visitors >24,000 12000 <10000 <5000
Sessions/month >3 1.5-2.5 0.5-1.5 <0.5
Page views per session >4 2-4 1-2 1
Page views 42,000 36,000 >25,000 10,000

2 - Advertisers
Number overall >40 26-40 15-25 <15
Percent new advertisers >50% 25-50% 10-25% <10%
Percent self-provisioning advertisers >8% 5-8% 1.5-4.9% <1.5%
Total monthly revenue >$20,000 $15,000-$19,000 >$15,000 >$5000
Percent from new revenue formats* >85% 65%-85% 40%-65% <40%

3 - Search
Mobile app
Number of downloads 30,000 13,500 3375 1125
Average time on app (week) >5 minutes 2-5 minutes <2 minutes <30 seconds
Mobile sponsors >10 7 to 10 <5 <3

Copyright Coats2Coats, LLC

ACTION & TASK LIST

METRICS GOAL STRATEGY Begin End Completed

Business Model
Use reverse income statement to assess cost/revenues 25-Apr 28-Apr
- Email tower
- Email retail spot ('Buy' advertorial)
- Email local 'deals'
- Enhanced listings (e.g., highlight, logo, mini-site, graphic, video)
- Sponsored links/Keywords
- Search-based button (graphic) -TBD
Idea --> start cheap to pull in advertisers ('easy yes') and get critical mass, then raise prices

Advertisers
Schedule 5-10 calls with existing/new advertisers 18-Apr 3-May
Investigate current ad units and frustrations
Gauge interest in site generally (e.g., concept, target market)
Determine receptiveness to new formats
(e.g., self-service, key words/sponsored links, enhanced listings, emails)
Advertisers
See Advertisers in each of the following categories
Specialty Service - 25-Apr
Specialty Retail - 26-Apr
Retail -
Other -
Dining -
Entertainment -
Service -
Advertisers - Report
Summarize advertiser feedback 28-Apr 3-May
Include key takeaways

Advertisers - Pilot
Begin to identify 'pilot' advertisers (reduced fee, flexible offering) 28-Apr 28-May
Pilot advertiser 1
pilot advertiser 2
pilot advertiser 3
pilot advertiser 4
pilot advertiser 5

Advertising - Sales Launch

Determine go to market pricing 4-May 4-May
Develop Rate Structure 8-May 20-May
- Define the offerings (sponsorships, enhanced listings, banners)
- Define any available discounts (e.g., self-service)
- Define introductory offers

Develop telemarketing sales script 20-May 27-May

Create collateral sales materials 20-May 27-May
Develop sales goals and expectations 20-May 1-Jun
Structure ad sales incentives (higher for primary focus, lower for non-primary sales) 20-May 1-Jun
Train outside sales staff 27-May 5-Jun

Staffing
Hire project manager and bring up to speed 1-Apr 15-Apr 15-Apr
Interview and hire telemarketers (2-3) 18-Apr 18-Apr
Bring telemarketers on board (perhaps temp resources) 1-May

Consumers - Focus Groups, Round 3 10-May 11-May

Test Name & Design
1) naming
do list of 10 possible names and have them rate them from 1-10
2)determine categories of importance
do list of up to 5 macro and 20 micro categories and have them rank importance
3) feminine vs. unisex design
show mark-ups of 2 potential emails and discuss conceptually
Acquire list of past attendees & reinvite
Invite prior attendees 1-May 8-May
Conduct two groups of approx 10 each 10-May 11-May
Consumers - Focus Groups, Round 4 22-May 29-May
Test Functionality
Consumers - Focus Groups, Round 5 1-Jun 15-Jun
Test - Soft launch 1-Jun 15-Jun

Content - Listing Data

CMS discussion with developer 8-May 12-May
Define priorities for building out listings 24-Apr 12-Jun
- Define Enhancements
- Geographies
- Categories
Telemarketers to 'scrub' and enhance listing data, based on prioritization 1-May 31-May
Content - Illustrations
Begin to develop inventory of graphics (buy, dine, groove, etc.) 18-Apr 28-May
Meet with (illustrator to discuss project timeline & expectations

Content - Email
Collect interesting tidbits and offerings for email campaigns 15-Apr Ongoing
Define key information sources for email nuggets (chambers, jazz society, dba's) 28-Apr 7-May
Build database of contacts for info leads 1-May Ongoing
Make contact with all tourist development councils 1-May 15-May
Prepare email editorial offerings 2 weeks in advance 1-May 15-May
Provide illustrator with Email 2 weeks in advance for illustration 1-May 15-May

Website - Technology Approach & Site Design

Conference call with developer to discuss site design and technology approach 19-Apr 26-Apr 26-Apr
Logo design from Creative 25-Apr 3-May
Following Logo - Define who will handle mock ups 3-May 5-May
Create mock-up of basic site design 25-May 10-May
4-May 12-May

Website - Content Management 28-Apr 10-May

Determine process for archiving
Determine Content Management System need or requirements

Website -
Work with third party to define technology plan 26-Apr 5-May
Define mock up designer
Send sample mock ups to team
Understand range of services and products & how they will work for project 28-Apr 10-May
Contextual text Ads Setting up Categories
Structured Plug Ins Selling Keywords
Enhanced Listings Axciom Data Access
Enhanced Listing Set Up Updating Process
Priority Listings Self Provisioning Process
Sponsored Links Credit Card/Prepayment process

Self Provisioned Advertising 5-May 15-May

Define online instructions
Consumer help & FAQ
Customize interface

Website - Launch
Goal for soft launch 1-Jun
Launch drop dead date 15-Jun

Email - Process & Template

Get working email Template designed 1-May 15-May
Develop information feed process for local events info 7-May 25-May
Fax, Email process
Develop email work flow process with web team 7-May 25-May
text
illustration
email push
Define work flow timeline with Web Team 7-May 25-May

Marketing 2-May 28-May

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