Framework_Hyperlocal_08142009
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Drivers: Master (Feeds into Framework and Blogs)
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Year 1Year 2Year 3
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Overall Metrowide Market
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Total # of Adults 18+ (Metrowide)5,000,0005,000,0005,000,000**We assume a metropolitan area with population = 5M
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% of these who are online users80%80%80%**Internetworldstats.com: US average is 74.7%; so in metro cities, the assumption is that it's higher
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Total # of Adults 18+/Online (Metrowide)4,000,0004,000,0004,000,000
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Submarkets
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Coverage Area - Large Blog (Population = 60K)
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% of Total Living in Large (Population = 60K)54%54%54%
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Total # of People living in Large Submarkets2,700,0002,700,0002,700,000
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# of areas with Population = 60k/total area454545
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Coverage Area - Medium Blog (Population = 35K)
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% of Total Living in Large (Population = 35K)36%36%36%
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Total # of People living in Large Submarkets1,800,0001,800,0001,800,000
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# of areas with Population = 35k/total area525252
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Coverage Area - Small Blog (Population = 20K)
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% of Total Living in Large (Population = 20K)10%10%10%
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Total # of People living in Large Submarkets500,000500,000500,000
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# of areas with Population = 20k/total area333333
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Unique Visitors & Page Views - Large Hyperlocal Blog
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% of these who are Large Blog users35%49%60%**Average of 4 standard market size; reduced because a new brand; see "UV calc" tab
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Beginning UV0
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Ending UV945,0001,323,0001,620,000
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Page Views/User/Mo.121212**See "UV calc" tab - shaved by a little over 1/3 to be conservative
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Total Monthly PVs -Large Hyperlocal Blog (All Blogs)11,340,00015,876,00019,440,000
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Total Monthly PVs/Large Blog252,000317,520388,800
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Unique Visitors & Page Views - Medium Hyperlocal Blog
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% of these who are Medium Blog users35%49%60%**Average of 4 standard market size; reduced because a new brand; see "UV calc" tab
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Beginning UV0
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Ending UV630,000882,0001,080,000
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Page Views/User/Mo.121212**See "UV calc" tab - shaved by a little over 1/3 to be conservative
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Total Monthly PVs - Medium Hyperlocal Blogs (All Blogs)7,560,00010,584,00012,960,000
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Total Monthly PVs/Medium Blog145,385235,200288,000
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Unique Visitors & Page Views - Small Hyperlocal Blog
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% of these who are Small Blog users35%49%60%**Average of 4 standard market size; reduced because a new brand; see "UV calc" tab
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Beginning UV0
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Ending UV175,000245,000300,000
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Page Views/User/Mo.121212**See "UV calc" tab - shaved by a little over 1/3 to be conservative
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Total Monthly PVs -Small Hyperlocal Blogs (All Blogs)2,100,0002,940,0003,600,000
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Total Monthly PVs/Small Blog63,63689,091109,091
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Revenue Assumptions
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# of Ad Positions/PageAvails Per PageAv. STR# of Sold Units/Page
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Large Hyperlocal/Vertical Blog1255%7
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Medium Hyperlocal Blog1255%7
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Small Hyperlocal Blog1255%7
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Framework Rev Share Year 1Year 2Year 3
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Locally Sold Ads 15%15%15%**These are ads sold by the Blogger and served, managed by the Framework
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Local Ad Network Ads15%15%15%**These are local ad network sales sold by bloggers, and served, managed by Framework
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Metro Ad Network Ads15%15%15%**These are Metrowide ad network ads sold by the NNO sales team and served, managed by Framework
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National Ad Network Ads20%20%20%**These are national ads sold by Framework and targeted locally
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Outsourced SalesYear 1Year 2Year 3
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Local Ad Network Ads
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Commission Outsourced Ad Sales20%20%20%**These are the ads self sold (sold by blogger or blog staff)
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% Sold by Outside Ad Sales 100%100%100%
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% of Total Revenues going to Outside Ad Salespeople20%20%20%
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Metrowide Ad Network Ads
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Commission Outsourced Ad Sales20%20%20%**These are the ads that are outsourced and sold by the NNO
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% Sold by Outside Ad Sales 100%100%100%
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% of Total Revenues going to Outside Ad Salespeople20%20%20%
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Banner Ad Inventory
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Large HL/Vertical Blog Year 1Year 2Year 3
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Direct Locally Sold Ads as % of Tot.Avail.Impressions60%50%45%
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Local Ad Network Ads as % of Total Av. Imp.5%7%10%
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Metro Ad Network Ads as % of Total Av. Imp.35%40%40%
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National Network Ads as % of Total Av. Imp.0%3%5%
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Medium Hyperlocal Year 1Year 2Year 3
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Direct Locally Sold Ads as % of Tot.Avail.Impressions60%50%45%
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Local Ad Network Ads as % of Total Av. Imp.5%7%10%
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Metro Ad Network Ads as % of Total Av. Imp.35%40%40%
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National Network Ads as % of Total Av. Imp.0%3%5%
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Small Hyperlocal Year 1Year 2Year 3
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Direct Locally Sold Ads as % of Tot.Avail.Impressions60%50%45%
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Local Ad Network Ads as % of Total Av. Imp.5%7%40%
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Metro Ad Network Ads as % of Total Av. Imp.35%43%55%
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National Network Ads as % of Total Av. Imp.0%0%0%
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Contextual Ads (Google, e.g.)
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# of Ads per Page333
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CPC$0.20$0.20$0.20
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CTR0.36%0.36%0.36%
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Average CPMYear 1Year 2Year 3
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Locally Sold Ad (Effective CPM)
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Large Blog$12.00$12.00$12.00
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Medium Blog$12.00$12.00$12.00
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Small Blog$12.00$12.00$12.00
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Local Ad Network CPM $7.50$7.50$7.50
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Drivers - Master
Drivers - Framework
Salaries - Blogs
Income Statement - Blogs
Drivers - Blogs
Income Statement - Framework
Partner Blog Projections
Revenues - Framework
Revenues - Blogs
Salaries - Framework
UV Assumptions