Ww Presentation

… welcoming new homeowners for 80 years Presentation by Management September 2008

Management team CHRIS CAPEZZUTO General Manager HELENE RICCINTO Vice President, Operations MALCOLM SARNO Vice President, Production and Fulfillment MICHAEL FOLKS Vice President, Local Sales MICHELLE GROVER Division Controller ANTHONY ANCONA Director, Human Resources DEBORAH HENRIKSEN Director, Marketing

Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Welcome Wagon’s mission ,[object Object]

[object Object],[object Object],[object Object],[object Object]

,[object Object],[object Object],[object Object],Welcome Wagon history

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Welcome Wagon history

[object Object],[object Object],[object Object],[object Object],Welcome Wagon present

Welcome Wagon looking forward… ,[object Object],[object Object],[object Object],2008 and 2009 Quarterly Revenue and EBITDA Projections ($000)‏

Welcome Wagon’s unique advantages ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Welcome Wagon resources – technology Headquartered in Plainview, NY ,[object Object],[object Object],[object Object],[object Object],[object Object]

Welcome Wagon resources - people ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

After 80 years, we’re part of American culture

New movers: a constant supply ,[object Object],[object Object],[object Object],[object Object],[object Object]

New movers: a lucrative target Moving triggers a wave of expenditure on move-related products and services This spending yields a staggering mover-related industry of approximately $170 B illion annually in the U.S. Source: High Point Associates, September 2006

New movers: desirable demographics / psychographics ,[object Object],[object Object],[object Object],[object Object],[object Object]

Welcome Wagon Product Overview and Opportunities

Our marketing solutions ,[object Object],[object Object],[object Object],[object Object]

Our flagship product: the Gift Book ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Gift Book revenue by category 0.3% 0.3% 0.9% 2.7% 2.9% 3.8% 5.7% 5.4% 7.8% 8.3% 14.9% 20.6% 26.5%

In progress (pilot launch Q4 2008) : addition of sponsored local content to each book, providing information on parks, beaches, recreation areas, schools, town and county municipal offices, photos Gift Book opportunities ,[object Object],[object Object],Other opportunities: A dedicated national sales team or outside sales firm would enable two opportunities:

90 days after the Gift Book: EFY ,[object Object],[object Object],[object Object],[object Object]

EFY opportunity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Pinpoint postcards ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Pinpoint opportunities ,[object Object],[object Object]

Post-Move insert program ,[object Object],[object Object],[object Object],[object Object],[object Object],Opportunity : Add a dedicated national sales channel to increase revenue Mr. & Mrs. John Doe 123 Main Street Anytown, US 12345

Pre-Move insert program ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Mr. & Mrs. John Doe 123 Main Street Anytown, US 12345

[object Object],[object Object],[object Object],[object Object],[object Object],New mover data

Getting To Know You ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Getting To Know You opportunities ,[object Object],[object Object],[object Object]

welcomewagon.com ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

“ Hello Welcome Wagon” alpha website ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Local neighborhood “social networking” site that allows consumers to:

Sales organization 256 Total Sales: 2 Trainers 2 Trainers 223 Account Execs

Regions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Districts ,[object Object],[object Object],[object Object],[object Object],[object Object]

Sales territories ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Key sales challenges ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

DNA of a successful AE ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Sales force enhancement initiative ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Financial Overview Growth Strategy and Path to Profitability

Financial Overview – past and present

Future – path to profitability

Path to profitability (implemented in 2008)‏ Renegotiated pricing agreements for certain supplies and services New AE commission plan (reduced training and travel expenses, unrecoverable draw)‏ ,[object Object],[object Object],Reduced headcount by 23 (includes overhead) since Jan 2008 ,[object Object],[object Object],$655,000 None $100,000 $300,000 (annual cost savings)‏ $45,000 $1,170,000 $15,000 $500,000 None None Initiatives Costs Benefits

Path to profitability (in projections)‏ Initiatives Costs Benefits Create a dedicated national sales channel (for Gift Book, Pinpoint and Post-Move mailer)‏ Ties sales compensation directly to sales revenue in 2009 and beyond (2008 = $350,000)‏ Incremental $3 million in revenue by 2011 Ramp up to $500,000 by 2011 ,[object Object],[object Object],Institute variable compensation plan for District Managers Reduce facility expense (enabled by outsourcing) Sublease in 2009 & 2010; lease buyout in 2010 Cost savings: 2009 = $200,000 (approx.)‏ 2010 = breakeven 2011 = $1 million Introduction of multi-level sales strategy Revenue enhancement: 2009 = $2,400,000 2010 = $2,600,000 2011 = $2,800,000 Revenue enhancements: 2009 = $500,000 2010 = $1,000,000 2011 = $1,500,000 < $10,000 $200,000 (IT and upfront costs)‏ < $100,000 + commissions $1,000,000 buyout in 2010 Outsource all production and mailing operations Increase in out-of-pocket costs for production of book ($0.50), offset by corresponding staff reductions Equipment sale = $700,000

Path to profitability ( not in projections)‏ Initiatives Costs Benefits Invest in new online order entry and publishing system $700,000 Cost savings: $900,000 annually Invest in web development ; possible integration of welcomewagon.com and Hello Welcome Wagon sites Move has invested $1 million in the Hello Welcome Wagon website; additional investment depends upon scope Significant local business directory + social networking site = increased traffic = advertising dollars = revenue gains Active solicitation of new mover email addresses to enable development of an email product 3 rd party Email Service Provider + promotion investment New revenue channel Suspension of lower-value Books None Increase average book value; more cost efficiencies Outsource new product development Partner with direct mail experts in consumer redemption to improve results tracking on behalf of clients $50,000 Improved renewal rate will enhance revenue TBD Expand our current resource capabilities

Conclusion ,[object Object],[object Object],[object Object],[object Object],[object Object]

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