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Quarterly Marketing Plan September 14, 2004 Presented by Jim Warren Strategic Forecasting, Inc. Strategic Forecasting, Inc. Table of Contents Marketing Overview Current Products Phase I Product/Marketing Phase II Product/Marketing Phase III Product/Marketing Phase IV Product/Marketing Strategic Forecasting, Inc. Strategic Forecasting, Inc. Situation Overview What does marketing mean for Stratfor? • Acquire customers • Generate revenue • Build Stratfor brand • Ongoing interrelated processes Strategic Forecasting, Inc. Strategic Forecasting, Inc. Current Offerings Product Services Basic website: $199 Premium website: $449 Terrorism website with daily email: $149 Weekly intelligence report: $14 DC terrorism: $79 Terrorism newsletter: $79 Text briefings Strategic Intelligence and Analysis Threat opportunity assessment Customer security threat analysis Gardner Historical papers/ reports Strategic Forecasting, Inc. Strategic Forecasting, Inc. Product/Marketing Overview Product definition along with marketing of these products will follow a 4 phase plan that gradually shifts from product emphasis to marketing. Each phase will last approximately 8 weeks. Strategic Forecasting, Inc. Strategic Forecasting, Inc. Phase I: Product • Define product • Define Stratfor brand • Sep 04-Nov 04 Strategic Forecasting, Inc. Strategic Forecasting, Inc. New Offerings Stratfor Informational Services Premium website Enhanced website “Anxious American” website Free weekly analysis Terrorism product One daily email to each customer Stratfor Professional Services Intelligence briefs Strategic Intelligence and Analysis Threat and Opportunity Assessment Gardner Historical papers/ reports Strategic Forecasting, Inc. Strategic Forecasting, Inc. Phase I: Marketing • Define marketing strategies • Begin marketing strategies • Sep 04-Nov 04 Strategic Forecasting, Inc. Strategic Forecasting, Inc. Phase I: Marketing Tom Hargis will continue budget goals and previously committed marketing tactics through Phase I • Target 25,000 to 30,000 individuals • 30 Emails • 40 to 45 Days Strategic Forecasting, Inc. Strategic Forecasting, Inc. Phase I: Marketing Identify customer base from 125,000 original free subscribers 1% 0% 2% 16% 39% 6% 0% 36% Basic Basic/Terrorism Premuim Trial Period Terrorism No conversion Bad email? Unaccounted for Strategic Forecasting, Inc. Strategic Forecasting, Inc. Phase I: Marketing Define Unique Selling Point for all products 1.What does Stratfor offer? 2.What is the call to action? 3.What is the Unique Selling Point? 4.How do we hook the customer? Strategic Forecasting, Inc. Strategic Forecasting, Inc. Phase II: Product • Deploy premium/enhanced • Develop “Anxious American” product • Dec 04-Jan 05 Strategic Forecasting, Inc. Strategic Forecasting, Inc. Phase II: Product • Premium/Enhanced websites launched • Build “Anxious American” website • Website for Americans that are increasingly concerned about world affairs/terrorism but have no expertise Strategic Forecasting, Inc. Strategic Forecasting, Inc. Phase II: Marketing • Finalize marketing plan • Launch direct to consumer marketing for informational services • Build collateral for services • Dec 04-Jan05 Strategic Forecasting, Inc. Strategic Forecasting, Inc. Phase II: Marketing • Completed corporate marketing plan • Begin consumer direct marketing for Stratfor Informational Services • Build consumer base for Stratfor Professional Services • Search engine optimization Strategic Forecasting, Inc. Strategic Forecasting, Inc. Phase III: Product • Launch Stratfor Professional Services • Launch “Anxious American” Product • Feb 05-Mar 05 Strategic Forecasting, Inc. Strategic Forecasting, Inc. Phase III: Product • Stratfor Professional Services are Designed Priced Ready to sell • Launch and sell “Anxious American” website Strategic Forecasting, Inc. Strategic Forecasting, Inc. Phase III: Marketing • Test and measure newly launched products/services • Begin building strategic brand partners • Feb 05- Mar05 Strategic Forecasting, Inc. Strategic Forecasting, Inc. Phase III: Marketing • Test and measure existing Stratfor Informational Services • Build strategic brand partners to increase visibility Strategic Forecasting, Inc. Strategic Forecasting, Inc. Phase IV: Product/Marketing To be determined Apr 05-May 05 Strategic Forecasting, Inc. Strategic Forecasting, Inc. Strategic Forecasting, Inc. 700 Lavaca St., Suite 405 Austin, TX 78701 (512) 744-4300 www.stratfor.com Strategic Forecasting, Inc. Strategic Forecasting, Inc.