B2B2C Continuum | Atlee Valentine Pope's Presentation to the Chicago AMA | May 5, 2011

1. B2B2C Continuum: Who is the Customer? Chicago AMA American Marketing Association May 5, 2011

2. Customer Chain ©2011 Blue Canyon Partners, Inc. Supplier Intermediary End Customer

3. Multiplicity: Insights from Later-Stage Customers ©2011 Blue Canyon Partners, Inc. Feed Ingredient Supplier Dealer/ Distributor Live Stock Farmer/ Producer Packer & Processor Grocery & Restaurant Consumer

4. Interdependence: Insights about Missing or Weak Links ©2011 Blue Canyon Partners, Inc. Auto Parts Supplier Local Auto Repair or DIY Chinese Distributor Professional Service Center Vehicle Owner

5. New Models: Changing Roles in the Customer Chain ©2011 Blue Canyon Partners, Inc. Supplier Campus Facility Management University Facility Owners Students, Faculty, Parents

6. Component Supplier OEM A End Customer Segment 1 End Customer Segment 2 End Customer Segment 4 Customer Chains in a Changing Environment ©2011 Blue Canyon Partners, Inc.

7. Component Supplier Component Supplier X OEM B OEM C OEM A End Customer Segment 1 End Customer Segment 2 End Customer Segment 3 Customer Chains in a Changing Environment ©2011 Blue Canyon Partners, Inc.

8. Component Supplier Component Supplier X Component Supplier Y OEM B OEM C OEM B OEM C OEM A Integrator M End Customer Segment 4 End Customer Segment 3 End Customer Segment 2 End Customer Segment 1 Customer Chains in a Changing Environment ©2011 Blue Canyon Partners, Inc.

9. OEM B OEM C Integrator N End Customer Segment 3 End Customer Segment 2 End Customer Segment 5 Integrator M End Customer Segment 4 Customer Chains in a Changing Environment ©2011 Blue Canyon Partners, Inc.

10. Component Supplier Component Supplier X Component Supplier Y OEM B OEM C OEM A Integrator M End Customer Segment 2 End Customer Segment 5 End Customer Segment 3 End Customer Segment 1 Integrator N End Customer Segment 4 Map of Customer Chains in a Changing Environment ©2011 Blue Canyon Partners, Inc.