1.

0 Executive Summary
Standard Business Syndicate (SBS) develops mobile games relating to current news events. This marketing plan
illustrates our market segments and the strategies we are employing to get customers and create a solid
revenue stream. We are not just any mobile game developer. Our unique focus of creating games with a news
twist gives us an advantage over our competitors by giving customers a new outlet to enjoy mobile games. This
fills a read need of not just traditional gamers but expands our reach to people who would normally not play
mobile games yet are amused by the comical angle we use.

We will fund development of our own games by providing consulting services to create similar games for
corporations who are looking to create mobile games for promotional purposes. These consulting assignments
will come from advertising sponsorship relationships that we will establish with companies who are interested
in embedding their brand and offers inside our other games and would also like something more custom that
they can offer as their own game. In the first 3 years of the business, we expect consulting to constitute a
large portion of our revenue stream.

1.1 Vision
Our vision is to provide people with a brief escape of fun over the course of their normal day. We do this by
providing them with timely interactive games that they can access on their mobile devices - games that are
easy to play and have some connection with current pop culture news.

SBS leverages our team's software development experience to create timely games quickly. Our marketing
challenge is to attract visibility quickly and we intend to accomplish this by leveraging a multi-pronged
approach that involves social media, email marketing and search engine optimization strategies to gain market
share. As we gain traction in the marketplace, word of mouth will lift our game downloads significantly.
1.2 Objectives
1. Generate over $400,000 in sales by the end of year 1.

2. Increase sales by 100% by the end of year 2.

3. Land 4 custom consulting game development projects within 12 months.

2.0 Target Markets

Our ideal customer is between the ages of 13 and 25 who enjoys playing video games and has a mobile phone
that allows applications to be downloaded, such as the iPhone, Android or Blackberry. They often have an
Xbox, Playstation or other TV-based video game unit at home. They may also have a portable gaming unit and
other portable gadgets such as an iPod.

Customers are typically single and male and own or have access to a home computer, PC. They have a wide
range of disposable income. Some are teenagers living at home, others are college students or those who have
joined the workforce in the last 5 years.

Our game design consulting customer is the VP of marketing or equivalent position of a medium to large
organization who is looking for creative promotional methods for their products and services.

Mobile Game Market Size

2010 2011 2012 2013 2014

$5.4 Billion $6.8 Billion $7.9 Billion $9.2 Billion $10.3 Billion

2.1 Market Definition and Segmentation

We target two segments: mobile game users and organizations that want to reach them. In both of these
segments, customers are computer and mobile phone savvy and enjoy creative experiences.

1. Mobile Game Users

There are two types of customers that define the demographic of mobile gamers: teens (including pre-teens)
and young adults, which for the purposes of this marketing plan will include teenagers age 18 and above as
they are considered young adults by the general population as well as by the law. The primary difference
between the two demographic segments is who provides the money for game purchases.

Free mobile games:

 • We offer trimmed back versions of our games for free so that users can get a taste of the full game
without committing any money up front.
• Some features of free versions are disabled and advertising is displayed in some strategic locations
within the game so that users are not bothered or distracted by the ads. For example, a soda company may
pay for a sponsorship and we might embed their name as a clickable billboard that appears as if it is part of
the game itself.

Paid mobile games:

• Our paid mobile games contain a broader set of features. The price range is between $1.99 and $4.99
in order to create very low price resistance for customers.
• Paid games are also monetized via clickable ad sponsorships embedded within the games.

Games are available via instant download on their appropriate mobile platform (i.e., Apple's Appstore for the
iPhone).

2. Organizations That Want to Reach Youth and Young Adults

Additionally, there is typically one type of customer who purchases custom mobile game development services:
VP of Marketing or Chief Marketing Officer. Their intent is to promote their brand and products to the
demographic that overlaps with mobile game users.

2.2 Target Market Segment Strategy

Our strategy focuses on developing an initial set of libraries containing game attributes that can be combined
to create new games. Upon launching the first set of games, we will stay in regular contact with our customers
via numerous online methods, including social media and email marketing. After creating these libraries and
games, we will be able to market fast-turnaround consulting services to organizations who would like their own
promotional games.

2.3 Target Market: Mobile Game Users

Our mobile games have a timely connection to current news events. We release new games within two weeks
of major news stories. For example, if a politician is involved in a scandal, we can leverage one of our current
game architectures and customize it with the names of people involved in the scandal and even make a
comical interactive spoof out of events. If a celebrity makes a foolish comment, we access our library of
features to put together a game that pokes fun at the celebrity. The mobile game user market enjoys
interacting with games that give them a sense of power and excitement, allowing them in some way to live
vicariously through the game.

2.3.1 Needs and Requirements

Mobile game users get tired of games quickly and are constantly looking for new games to play. With the
plethora of news events always in circulation, we will target the news media so they discuss games related to
the stories they are covering. The games we develop will target stories that are covered by the types of media
outlets this demographic consume.

The users in this segment also have limited financial capacity. Teens typically get their money to make game
purchases from their parents, which can be in the form of gifts or allowances, or from low paying jobs. Older
teens and young adults also have limited financial capacity yet choose to spend part of their disposable income
on games as one of their sources of entertainment.

Very frequently, these customers talk to each other about which games they enjoy, including strategies for
playing and winning. They also participate in online forums and discussion groups to gather tips and other
information to help them play or to find new challenges. Additionally, they enjoy being listed as the "high
score" when there is a public setting available for players. We intend to offer this public setting by allowing the
customer to upload their score to our web site for each game. The highest scores will be posted, giving the
player worldwide "bragging rights". As a result, the word of mouth potential for timely games is explosive.

2.3.2 Distribution Channels

iPhone games are distributed through the Appstore which is currently controlled by Apple. One of the obstacles
we have to overcome is the speed with which Apple approves applications for downloading, which will be
important for us since our games have a time sensitive nature to them as they will be popular as long as a news
story is in circulation.

Google's Android offers an open source model so they will likely surpass the iPhone in the number of
applications available soon. This also eliminates the need for review and allows us to post new applications
quickly. As more applications come out for this device, it will gain market share. We want to be positioned so
that we provide excellent games for this community.

Blackberry applications are controlled by Blackberry through Blackberry App World. Their users tend to be
older and more focused on business uses for their mobile devices. Because of this, we will not focus our initial
efforts on Blackberry. However, we do have the expertise to build Blackberry applications and will create
custom games for this device for consulting clients who would like them.

2.3.3 Competitive Forces

There are many mobile game developers. However, few are actual companies. Most games are developed by
one person who does not have the marketing savvy to integrate advertising sponsorships into their games as we
have outlined in this marketing plan. Our unique twist on the types of games is also an advantage because we
will not have to spend as much time and energy thinking of the game themes - the news of the day will provide
that fodder so our efforts can be concentrated on developing that real-life story into a game.

2.3.4 Communications
We will leverage social media and word of mouth for the vast majority of our marketing using platforms such as
Twitter, Facebook, Orkut and MySpace. These platforms are widely used by the customers in our demographic
market. We will make announcements via regular tweets and updates to our fan page on Facebook.

The newsworthy component of our mobile games also makes it enticing for traditional media to publicize a
game that is related to a current news story.

We will also use our email marketing list which is comprised of people who have expressed interest in knowing
when we release new games. We have segmented our email list so that we can send appropriate emails to
media and different ones to actual gamers, our customers.

2.3.5 Keys to Success

Each of our postings to social media sites will include a track able link so we know how many people click on
each post. Using online tools like link redirectors (i.e., bit.ly, tr.im and others), we can also see how many of
readers and followers repost or forward such links. We will also include track able links within our email
marketing messages.

Those who click to find more information about a game will be directed to landing pages, which are web pages
that contain more information about a specific game, including details and links to download the games. These
landing pages will be optimized for search engines (we have SEO, search engine optimization, expertise) so
that when Internet users search on various keywords, our pages will rank highly in their search results.

Using online analytics tools, we will be able to see how many people click on various links in our media
campaigns to go to the landing pages and how many clicks to download each game. However, online clicks
cannot track users who use their mobile phone to download the apps directly, which may comprise the bulk of
our downloads. For those, tracking of downloads is provided by the platform such as Appstore.

3.0 Marketing Plan Strategy

Gamers like to share notes with other gamers. On our web site, we will create a forum where people can post
and respond to comments freely as well as offer suggestions for new games.

Forums will require registration and users who post more frequently will be rewarded with a special tag, a gold
star, next to their avatar to show other users that they are a "super contributor" to the forums. For our
demographic, this is a badge of honor that they try to attain proudly.

3.1 Emphasize Creativity, Service and Speed to Market

Since our games will be tied to current news events, we will emphasize our focus on creativity along with
spectacular service and speed of development for our consulting clients. It is important for us to get to market
quickly in order to capitalize on the news event that is associated with the game. The longer the delay
between game conception and game release, the less the penetration of that game.
3.2 Emphasize Fun
Our goal is to establish a reputation for games that poke fun at what many would consider humerous or
ridiculous actions by well-known people. Each game will contain a link to our web site where users can find out
about more games and subscribe to our email list and follow us on Twitter and Facebook.

Additionally, to help promote games via word of mouth, each game has the option to notify a friend. So, a user
can send a text message to a friend instantly to share their excitement or recommendation about the game.

4.0 Expense Budget Summary

Marketing expenses are mostly for staff required to do the marketing activities listed. The vast majority of the
software tools needed to implement the activities, such as analytics and landing page creation, are available
for free. The exceptions to this are for specific tools like email marketing and forums.
4.1 Expense Budget by Month - Year 1
We do not expect an increase in marketing staff requirements during year 1 because one person can actually
do a lot of these activities. Once they have put marketing plan processes into place, the marketing activities
upkeep becomes easier and can be handled by junior staff. Below is a breakdown of marketing expenses by
month for year 1.

Marketing Expense Budget

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Social media $ $ $ $ $ $ $ $ $ $ $ $250
posting 2500 2500 2500 2500 2500 2500 2500 2500 2500 2500 2500 0
Landing page $200 $200 $200 $200 $200 $200 $200 $200 $200 $200 $200 $200
generation 0 0 0 0 0 0 0 0 0 0 0 0
and analytics
Other $100 $100 $100 $100 $100 $100 $100 $100 $100 $100 $100 $100
0 0 0 0 0 0 0 0 0 0 0 0
Total Sales & $550 $550 $550 $550 $550 $550 $550 $550 $550 $550 $550 $550
Marketing 0 0 0 0 0 0 0 0 0 0 0 0
Expenses
Percent 552. 345.4 73.46 61.25 37.99 7.86 21.51 7.24 20.70 6.69 16.69 6.57
of Sales 76% 8% % % % % % % % % % %

4.2 Expense Budget by Year

We anticipate second and third year marketing expenses to increase, again mostly for covering the cost of
additional staff to help facilitate the additional requirements for marketing activities. We expect sales and
marketing expenses to be around 15% of total sales.
 Marketing Expense Budget
Year 1 Year 2 Year 3
Social media postings $30000 $60000 $12000
Landing page generation and analytics $24000 $40000 $80000

Other $12000 $20000 $50000

Total Sales and Marketing Expenses $66000 $120000 $250000

Percent of sales 15.33% 15.01% 15.07%

5.0 Sales Forecast

Sales will come from three sources:

1. Game downloads - this includes free and paid downloads. The free downloads are monetized from
embedded advertising sponsorships

2. Embedded Advertising Sponsorships - ads embedded in both free and paid games
3. Custom games developed for companies - this would be consulting projects to develop iPhone,
Blackberry and Android promotional games

Sales costs relate to the fees charged by our channel partners for carrying the games, such as Appstore, or for
our estimated costs for staff to sell ad sponsorships or develop custom games.

Sales Forecast
Year 1 Year 2 Year 3
Unit Sales
Game downloads 30400 50000 80000
Game sponsorships 34 60 100
Custom games for corporations 4 8 20
Total Unit Sales 30438 50063 80120
Unit Prices
Game downloads $1.99 $1.99 $1.99
Game sponsorships $5000 $5000 $5000
Custom games for corporations $50000 $50000 $50000
Sales
Game downloads $60496 $99500 $159200
Game sponsorships $170000 $300000 $500000
Custom games for corporations $200000 $400000 $1000000
 Total Sales $430496 $799500 $1659200
Direct Unit Cost
Game downloads $0.70 $0.70 $0.70
Game sponsorships $1250 $1250 $1250
Custom games for corporations $25000 $25000 $25000
Direct Cost of Sales
Game downloads $21174 $34825 $55720
Game sponsorships $42500 $75000 $125000
Custom games for corporations $100000 $200000 $500000
Subtotal Direct Cost of Sales $163674 $309825 $680720

5.1 Sales Forecast by Month - Year 1

Below is our first year's sales forecast broken down by product type, estimated unit pricing and costs:
6.0 Progress Measurement and Monitoring
In order to make sure that we are on track, we have created a variety of key metrics that we will measure on a
regular basis. These may require adjustments and fine tuning as we progress. They are our best estimates
based on currently available market research.

6.1 Key Marketing Metrics

We estimate that 1 of every 10 people who visit the landing page or see a tweet or Facebook post will
download a game. Other metrics include the average sale price estimated based on paid downloads as well as
sales of advertising sponsorships and custom game development.

Table: Key Marketing Metrics

Below is a breakdown of key marketing metrics measured by month for year 1:

6.2 Other Success Metrics
Other key metrics we will measure to monitor our success are as follows:

• Number of speaking engagements

• Five star game reviews
• Industry awards
• Number of games developed
• Number of game feature libraries created
• Number of deals with channel partners
• Email list size

We will also pay attention to the number of tweets we make and the number of followers on Twitter as well
as the number of Facebook fans we get. Below is a breakdown of other success metrics by month for year 1:
7.0 Marketing Organization
Mobile News Games is a small company with very focused aspirations. Our team is comprised of two unique
individuals who have a solid background in mobile communications and marketing. Together with a team of
local and international software development staff, we are able to bring to market a wide array of unique
mobile games that provide an experience that other gaming companies do not.

Nauman Naveed, President, oversees the general management, including game development, of SBS. Prior to
forming the company, he was Vice President of Products at a major wireless telecommunications provider for 5
years. He is also a member of the Mobile Marketing Association.

M. Nawaz Khan, VP Marketing, is responsible for all areas of marketing. She co-founded SBS with Nauman
Naveed. Nawaz's prior experience includes developing the key marketing plan that launched several mobile
versions of games for a large video game producer. Nawaz will be assisted by 3 marketing interns (Arslan Noor,
Rizwan Ashraf and Kafeel Khan hired from local universities as co-op students throughout the year. These
students will handle the more routine aspects of the marketing efforts while Nawaz focuses on the key
strategic relationships.