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Our sales will be tracked using the same system that tracks our website visits and contact requests. Since we tend to have a limited customer base with large buy-ins, the individual service representatives will be responsible for reporting on transactions per customer and Platinum versus standard solution ratios.

Sales Forecast

We project sales of the standard eCommerce solution and the Platinum eCommerce solution will remain roughly equal throughout the first year, with both categories rising from $30-50k per month at the beginning of the year to $75k-$100k per month by the end of the year.

We have little direct cost of sales, since development and maintenance costs for the solution are accounted for as personnel operating expenses and equipment purchases.

Sales Forecast

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Sales Forecast
Year 1 Year 2 Year 3
Sales
eCommerce Solution $835,000 $1,002,000 $1,202,400
Platinum eCommerce Solution $760,000 $912,000 $1,094,400
Other $0 $0 $0
Total Sales $1,595,000 $1,914,000 $2,296,800
Direct Cost of Sales Year 1 Year 2 Year 3
eCommerce Solution $83,500 $100,200 $120,240
Platinum eCommerce Solution $76,000 $91,200 $109,440
Other $0 $0 $0
Subtotal Direct Cost of Sales $159,500 $191,400 $229,680

Marketing Expense Budget

There will be a monthly expenses associated with each month's direct mailing; the majority of this expense goes into purchasing the mailing lists we need to target our suspects effectively. In addition, we have irregular expenses related to preparing for and attending the conferences which our prospects are likely to attend, and for rewarding customer loyalty.

Marketing Expense Budget

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Marketing Expense Budget
Year 1 Year 2 Year 3
Mailing Lists $12,000 $14,000 $16,000
Direct Mailings $36,000 $48,000 $60,000
Conferences & Shows - booth and attendence $60,000 $75,000 $90,000
Customer Loyalty Rewards $12,000 $15,000 $18,000
Other $0 $0 $0
------------ ------------ ------------
Total Sales and Marketing Expenses $120,000 $152,000 $184,000
Percent of Sales 7.52% 7.94% 8.01%

Key Marketing Metrics

Our goals are predicated on achieving a high conversion rate of our sales leads. We see the first time, entry level buyer as our prime customer prospect so we will need to generate lots of leads. If we can surpass our goals in sales leads we can, theoretically, convert a lower percentage into customers as still meet our revenue goals.

Eliciting testimonials and encouraging word-of-mouth referrals will be important in generating new leads.

Key Marketing Metrics

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Key Marketing Metrics
Year 1 Year 2 Year 3
Revenue $1,595,000 $1,914,000 $2,296,800
Leads 38,100 50,000 80,000
Leads Converted 40.00% 40.00% 40.00%
Avg. Transactions/Customer 1 1 1
Avg. $/Customer $1,500 $1,500 $1,500
Referrals 127 130 130
PR Mentions 6 0 0
Testimonials 21 25 25
Other 0 0 0

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