The document outlines a customer acquisition strategy and test phase for a company called Mota from April to December 2007. It involves: - Ramping up new customer acquisitions from 100 per month to 1,000 per month through agents and mailers. - Agents will acquire 1,920 customers and mailers will acquire 2,560 customers. - The total budget required is estimated to be $128,640.

1. Customer Acquisition Strategy
TEST PHASE (April ~ December 2007)
© 2007 brainwire.com - strictly confidential
Draft 04 :: 29 Mar 07

2. Requirements & Assumptions
© 2007 brainwire.com - strictly confidential
Requirements
- Growth management
- Platform and message testing
- Demographic discovery
Assumptions
- Test phase runs from Launch (April ‘07) through year-end
- Target quota of 1,000 new Sellers per month by year-end, with a
gradual ramp up to that level across 7~8 months
- At end of test phase, platform/infrastructure will be ready for a
more aggressive ramp up of acquisition activity via multiple
communication channels

3. © 2007 brainwire.com - strictly confidential
Prerequisites
Brand Strategy|Voice :: Overview
Establish the brand voice, e.g. “How does the market perceive Mota?” VS
“How do we want the market to perceive Mota?”
Descriptive Keywords (please add/discuss):
Credible, Accessible, Useful, Expert Resource, Effective, Good Value,
Convenient, Cutting Edge
- Fine tune tone, manner, positioning & visual language to support the
desired perception.
- Use this perspective to base expanded acquisition strategies on.

4. Strategy :: Target Demographic :: April ~ Dec ‘07
Initial Target Area :: Southern California
San Fernando Valley, Inland Empire, Los
Angeles, Orange County.
Considerations:
- Inspection availability/cost.
- High volume of available in-demand cars allows for
more successful Seller experiences. Accommodates
inventory volume & positive testimonials.
Seller Demographic:
- Income Range: $50k and up.
- Age Group: 30 ~ 50.
- Gender: No distinction.
Vehicle Demographic:
- Model Year: From 1999.
- Mileage: Below 80k.
- Resale Value Range: $12k ~ $30k.
- Vehicle Types: Per the MIT tool.
Exclusions:
SUV’s, Trucks, Minivans, Hummers, Specialty
Vehicles (custom cars, high-end luxury class).
© 2007 brainwire.com - strictly confidential

5. Strategy :: Target Demographic :: Aug ~ Dec ‘07
Rollout of Additional Test Regions :
High-density urban areas in Texas, Florida and
potentially New York. Targeted primarily via APC
mail inserts.
Considerations:
- After August, the volume of mailers is high enough to
effectively split across regions
- Allows testing of messaging across regional demographics
- Expands available buyer pool during slower market period
Seller Demographic:
- Income Range: $40k and up.
- Age Group: 30 ~ 50.
- Gender: No distinction.
Vehicle Demographic:
- Model Year: From 1999.
- Mileage: Below 80k.
- Resale Value Range: $12k ~ $30k.
- Vehicle Types: Per the MIT tool.
Exclusions:
SUV’s, Trucks, Minivans, Hummers, Specialty
Vehicles (custom cars, high-end luxury class).
© 2007 brainwire.com - strictly confidential

6. Strategy :: Acquisition Overview
© 2007 brainwire.com - strictly confidential
Targets & Milestones:
-April (launch) first 2 weeks:
- Maximum 10/wk new acquisitions.
- May 01, Across 4~5 weeks:
- Ramp from 20/wk to 30/wk.
-June 01 ~ Dec 01, Across 7 months:
- Ramp from 50/wk to 250/wk.
Mailer/Agent acquisition ratio of 60/40% by
year-end: Agents 100/wk, Mailers 150/wk.
Primary acquisition methods:
- Agent Network (Michelle’s team): Exclusive
acquisition activity through June 01.
-APC Mailer (monthly inserts): Initiate test
mailings from June 01.
- Staged & ready by May 15.
Notes:
-Agent activity will be the main control valve for managing growth.
- Initial acquisitions will be by Agents only, to establish volume potential.
- APC Mail-out volume will be conservative. Enough to test messaging and efficacy, but erring on the
side of caution to avoid over-heated growth or severe spikes. Adjusting Agent activity will
accommodate any overages/shortfalls in matching acquisition quotas.

7. Strategy :: Acquisition Ramp
New Customer Acquisition Ramp
1000
900
800
700
600
500
400
300
200
100
RAMP DATA Apr May Jun Jul Aug Sep Oct Nov Dec
Agents (weekly) 10 25 30 40 50 60 80 90 100
Mailers (weekly avg.) 0 0 20 50 75 90 120 135 150
© 2007 brainwire.com - strictly confidential
Summary:
- Test Phase runs May ‘07 to December ‘07
(8 months)
- Ramp from 100/month to 1,000/month
(25/week to 250/week)
- Mailer/Agent ratio of 60/40 by year-end
- Agents 100/week, Mailers 150/week (avg.)
- Total acquisitions during test phase: 4,480
0
Apr May Jun Jul Aug Sept Oct Nov Dec
Agents (weekly) Mailers (weekly avg.) Combined (monthly total)
Combined (mo. total) 20 100 200 350 500 600 800 900 1,000

8. Strategy :: Activity Required to Achieve Targets
400
380
360
340
320
300
280
260
240
220
200
180
160
140
120
100
80
60
40
20
0
Apr May Jun Jul Aug Sept Oct Nov Dec
Weekly Sales Targets Monthly Sales Totals Man Hours/WK Man Days/MO
600
550
500
450
400
350
300
250
200
150
100
50
AGENT DATA Apr May Jun Jul Aug Sep Oct Nov Dec
Weekly targets 10 25 30 40 50 60 80 90 100
Monthly Sales 20 100 120 160 200 240 320 360 400
Man Hours/Wk 8 20 24 32 40 48 64 72 80
Man Days/Mo 2 10 12 16 20 24 32 36 40
VOLUME DATA Jun Jul Aug Sep Oct Nov Dec
Weekly Sales 20 50 75 90 120 135 150
Monthly Targets 80 200 300 360 480 540 600
© 2007 brainwire.com - strictly confidential
Agent Activity
Assumptions:
- 8-hour day -> 75 calls/day -> 10 conversions/day
(Avg. 9.3 calls/hr, 7.5 calls/conversion, 1.25 conversions/hr)
- Total Acquisitions by Agents during Test Phase: 1,920
- Total man-days required: 192
Mailer Volume
Assumptions:
- 1% conversion rate -> 100 inserts/1 conversion
- Total Acquisitions by Mailers during Test Phase: 2,560
- Total inserts required: 256,000
0
Apr May Jun Jul Aug Sept Oct Nov Dec
Weekly Sales (AVG) Monthly Sales Targets # of Inserts/Mo. (1,000s)
Inserts (1000s) 8 20 30 36 48 54 60

9. Acquisition Costs / Budget Requirements
© 2007 brainwire.com - strictly confidential
Agent Cost Summary:
Assumptions
- Sales target via Agents: 1,920
- Pay Rate: $15/hr + $15 success fee/conversion
- Cost per day, per Agent: $270
- 1 man-day (8 hrs.): $120
- 10 conversions/day: $150
Costs
- Agent-based Acquisition Total: $51,840
- Man-days: 192 @ $120/day = $23,040
- Success Fees: 1,920 @ $15 = $28,800
- CPA: $27
Mailer Cost Summary:
Assumptions
- Sales target via Mailers: 2,560
- Estimated cost of $0.30 per piece, includes:
- Design, Production & Printing
- Insertion (postage included)
- 1% Conversion Rate
Costs
- Mailer-based Acquisition Total: $76,800
- Inserts: 256,000 @ $0.30 each
- CPA: $30
Totals: Acquisitions: 4,480
Cost: $128,640
Avg. CPA: $ 28.71

10. © 2007 brainwire.com - strictly confidential
Appendix 01
Agent Cost/Activity Summary:
April May June July August September October November December
Listed 1 Agent Max Cap Assumptions
Weekly 10 25 30 40 50 60 80 90 100 base salary $15
Monthly 20 100 120 160 200 240 320 360 400 Success fee $15
WEEKLY Customers contacted per hour 9.3
Calls required 75 187.5 225 300 375 450 Listings per hour 1.25
Salary $ 600 $ 600 $ 600 $ 600 $ 600 $ 600 Hours worked per day 8
Fees $ 150 $ 375 $ 450 $ 600 $ 750 $ 900 Calls per day / per listing 75 7.5
Total $ 750 $ 975 $ 1,050 $ 1,200 $ 1,350 $ 1,500 Listed per day 10
Sell through rate 13%
Monthly Salary $ 1,500 $ 3,900 $ 4,200 $ 4,800 $ 5,400 $ 6,000 Weeks per month 4
Yearly $ 18,000 $ 46,800 $ 50,400 $ 57,600 $ 64,800 $ 72,000 Sales agent salary (daily) $120
Hours per week 8 20 24 32 40 48 64 72 80 Months per year 12
Base monthly salary $ 240 $ 1,200 $ 1,440 $ 1,920 $ 2,400 $ 2,880 $ 3,840 $ 4,320 $ 4,800
Commissions $ 300 $ 1,500 $ 1,800 $ 2,400 $ 3,000 $ 3,600 $ 4,800 $ 5,400 $ 6,000 Total Test Phase Cost
Total Agent Cost per month $ 540 $ 2,700 $ 3,240 $ 4,320 $ 5,400 $ 6,480 $ 8,640 $ 9,720 $ 10,800 $51,840

11. Appendix 02 :: Considerations & Next Steps
© 2007 brainwire.com - strictly confidential
Print collateral for inserts:
- Develop multiple pieces to test messaging themes:
- “Relax, it’s Mota-managed.”
- “Thinking of trading in your car? Think again.”
- “The easiest way to sell your car.”
- “Safe. Simple. Smart.”
- Develop follow-up piece to re-mail to non-responders
- Explore tracking & measurability options
APC:
- Establish schedule & availability for inserts
- Establish parameters for database queries
Sourcing:
- Design & printing resources
- Explore options for:
- Campaign/Promotional codes
- Custom Mini-MIT overprint
- Personalization in general
Agent support:
- Develop ice-breaker script
- Spreadsheet template for lead tracking
- Confirm compliance issues:
- Does an “Official Mota Representative”
come under our Dealer umbrella when
dealing with prospects?