New News Organization - Base case model - August 9, 2009
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ABCDEFGHIJKLMNOPQRSTUVWXYZAAABACADAEAFAGAHAIAJAKALAMANAOAP
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2
INCOME STATEMENT
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Year 1Year 2Year 3
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5
REVENUE$4,951,526$11,352,016$20,301,862
6
7
EXPENSES$5,532,795$7,927,824$10,490,458
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9
OPERATING PROFIT (EBITDA)($581,269)$3,424,192$9,811,404
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Year 1Year 2Year 3
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REVENUEYear 1Year 2Year 3NotesMth 1Mth 2Mth 3Mth 4Mth 5Mth 6Mth 7Mth 8Mth 9Mth 10Mth 11Mth 12Mth 1Mth 2Mth 3Mth 4Mth 5Mth 6Mth 7Mth 8Mth 9Mth 10Mth 11Mth 12Mth 1Mth 2Mth 3Mth 4Mth 5Mth 6Mth 7Mth 8Mth 9Mth 10Mth 11Mth 12
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Advertising
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Online Ad Revenues$1,988,495$5,787,423$9,972,95639,24462,23785,231108,224131,218154,211177,205200,198223,192246,185269,179292,172348,643372,941397,240421,539445,837470,136494,435518,733543,032567,331591,629615,928690,259715,863741,466767,070792,674818,278843,882869,485895,089920,693946,297971,901
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Sales Commissions on Metrowide Ad Network Sales$260,718$744,867$1,691,192
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Subtotal$2,249,213$6,532,290$11,664,148
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20
B-to-C services
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SMS alerts$17,753$49,708$95,866year 1 launch1,4791,4791,4791,4791,4791,4791,4791,4791,4791,4791,4791,4794,1424,1424,1424,1424,1424,1424,1424,1424,1424,1424,1424,1427,9897,9897,9897,9897,9897,9897,9897,9897,9897,9897,9897,989
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Special/Themed issues$416,000$416,000$416,000year 1 launch34,66734,66734,66734,66734,66734,66734,66734,66734,66734,66734,66734,66734,66734,66734,66734,66734,66734,66734,66734,66734,66734,66734,66734,66734,66734,66734,66734,66734,66734,66734,66734,66734,66734,66734,66734,667
23
Events$165,000$275,000$330,000year 1 launch13,75013,75013,75013,75013,75013,75013,75013,75013,75013,75013,75013,75022,91722,91722,91722,91722,91722,91722,91722,91722,91722,91722,91722,91727,50027,50027,50027,50027,50027,50027,50027,50027,50027,50027,50027,500
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Local coupon service$75,000$75,000$75,000year 1 launch6,2506,2506,2506,2506,2506,2506,2506,2506,2506,2506,2506,2506,2506,2506,2506,2506,2506,2506,2506,2506,2506,2506,2506,2506,2506,2506,2506,2506,2506,2506,2506,2506,2506,2506,2506,250
25
Donation system for watchdog journalism$25,200$29,400$36,400year 1 launch2,1002,1002,1002,1002,1002,1002,1002,1002,1002,1002,1002,1002,4502,4502,4502,4502,4502,4502,4502,4502,4502,4502,4502,4503,0333,0333,0333,0333,0333,0333,0333,0333,0333,0333,0333,033
26
Twitter coupons$7,316$29,263$109,737year 1 launch6106106106106106106106106106106102,4392,4392,4392,4392,4392,4392,4392,4392,4392,4392,4392,4392,4399,1459,1459,1459,1459,1459,1459,1459,1459,1459,1459,1459,145
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Listing sales of local businesses$177,530$397,979year 2 launch00000000000014,79414,79414,79414,79414,79414,79414,79414,79414,79414,79414,79414,79433,16533,16533,16533,16533,16533,16533,16533,16533,16533,16533,16533,165
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Tickets for local events / entertainment$33,833$35,525year 2 launch0000000000002,8192,8192,8192,8192,8192,8192,8192,8192,8192,8192,8192,8192,9602,9602,9602,9602,9602,9602,9602,9602,9602,9602,9602,960
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Local websites for targeted markets / communities$843,531$3,560,479year 2 launch00000000000070,29470,29470,29470,29470,29470,29470,29470,29470,29470,29470,29470,294296,707296,707296,707296,707296,707296,707296,707296,707296,707296,707296,707296,707
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Series of iPhone apps$49,750$74,625year 2 launch0000000000004,1464,1464,1464,1464,1464,1464,1464,1464,1464,1464,1464,1466,2196,2196,2196,2196,2196,2196,2196,2196,2196,2196,2196,219
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Local shopping comparison app$0$0$0High cost of data collection000000000000000000000000000000000000
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Subtotal$706,269$1,979,016$5,131,61158,85658,85658,85658,85658,85658,85658,85658,85658,85658,85658,85660,685164,918164,918164,918164,918164,918164,918164,918164,918164,918164,918164,918164,918427,634427,634427,634427,634427,634427,634427,634427,634427,634427,634427,634427,634
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B-to-B services
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Listing sales from local businesses$928,400$1,108,400$1,198,400year 1 launch77,36777,36777,36777,36777,36777,36777,36777,36777,36777,36777,36777,36792,36792,36792,36792,36792,36792,36792,36792,36792,36792,36792,36792,36799,86799,86799,86799,86799,86799,86799,86799,86799,86799,86799,86799,867
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Conferences$742,500$990,000$1,237,500year 1 launch61,87561,87561,87561,87561,87561,87561,87561,87561,87561,87561,87561,87582,50082,50082,50082,50082,50082,50082,50082,50082,50082,50082,50082,500103,125103,125103,125103,125103,125103,125103,125103,125103,125103,125103,125103,125
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Marketplace$325,145$358,309$410,203year 1 launch27,09527,09527,09527,09527,09527,09527,09527,09527,09527,09527,09527,09529,85929,85929,85929,85929,85929,85929,85929,85929,85929,85929,85929,85934,18434,18434,18434,18434,18434,18434,18434,18434,18434,18434,18434,184
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Site builder$0$0$0Don't do due to strong competition000000000000000000000000000000000000
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Training in sales & marketing for local businesses$264,000$480,000year 2 launch00000000000022,00022,00022,00022,00022,00022,00022,00022,00022,00022,00022,00022,00040,00040,00040,00040,00040,00040,00040,00040,00040,00040,00040,00040,000
40
Online subscription to weekly e-newsletters$120,000$180,000year 2 launch00000000000010,00010,00010,00010,00010,00010,00010,00010,00010,00010,00010,00010,00015,00015,00015,00015,00015,00015,00015,00015,00015,00015,00015,00015,000
41
Businesses for sale and funding$0$0$0Not included in this model000000000000000000000000000000000000
42
Email campaign service$0$0$0Not included in this model000000000000000000000000000000000000
43
Subtotal$1,996,045$2,840,709$3,506,103$166,337$166,337$166,337$166,337$166,337$166,337$166,337$166,337$166,337$166,337$166,337$166,337$236,726$236,726$236,726$236,726$236,726$236,726$236,726$236,726$236,726$236,726$236,726$236,726$292,175$292,175$292,175$292,175$292,175$292,175$292,175$292,175$292,175$292,175$292,175$292,175
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Total$4,951,526$11,352,016$20,301,862264,436287,430310,423333,417356,410379,404402,397425,391448,385471,378494,372519,194750,286774,585798,884823,182847,481871,780896,078920,377944,676968,974993,2731,017,5721,410,0681,435,6721,461,2761,486,8801,512,4831,538,0871,563,6911,589,2951,614,8991,640,5021,666,1061,691,710
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47
EXPENSES
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49
Main Website$4,587,500$5,380,900$6,203,706
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51
B-to-C services
52
SMS alerts$5,000$0$0
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Special/Themed issues$258,800$254,300$254,810
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Events$130,000$186,000$219,320
55
Local coupon service$8,000$3,000$3,000
56
Donation system for watchdog journalism$2,000$0$0
57
Twitter coupons$0$0$0
58
Listing sales of local businesses$69,388$66,675
59
Tickets for local events / entertainment$0$5,000$0
60
Local websites for targeted markets / communities$0$1,135,541$2,743,617
61
Series of iPhone apps$35,000$10,000
62
Local shopping comparison app$0$0$0
63
Subtotal$403,800$1,688,229$3,297,422
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65
B-to-B services
66
Listing sales from local businesses$103,495$169,145$241,948
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Events$223,000$284,000$347,270
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Marketplace$215,000$168,100$171,262
69
Site builder$0$0
70
Training in sales & marketing for local businesses$196,450$174,850
71
Online subscription to weekly e-newsletters$41,000$54,000
72
Businesses for sale and funding$0
73
Email campaign service$0
74
Subtotal$541,495$858,695$989,330
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Total$5,532,795$7,927,824$10,490,458
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Expense/Revenue Margin112%70%52%
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79
Operating Income (EBITDA)($581,269)$3,424,192$9,811,404
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Operating Income Margin-12%30%48%
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Cumulative EBITDA$2,842,923$12,654,327
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84
Investing Income$0.00$0.00$0.00
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86
Capital Expense$60,000$70,500$81,000
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Earnings Before Taxes($581,269)$3,424,192$9,811,404
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Income Taxes @40%($232,508)$1,369,677$3,924,562
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Earnings($348,761)$2,054,515$5,886,842
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Net Margin-7%18%29%
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Income Statement
Staffing
Revenue - Website
Expenses - Website
Revenue - B-to-C
Expenses- BtoC
Profits by Service - BtoC
Expenses- B-to-B
Revenue - B-to-B
Profits by Service- B-to-B
Unique Visitor Calculations