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June 2013

Aquadiary.net is an international social network for amateurs and professionals who are interested in aquatic design (aquariums, bubble walls and columns, ponds, paludariums, fountains, waterfalls, terrariums, vivariums, fitowalls, etc.) as well as for others who are carried away with underwater flora and fauna (oceanariums, divers, etc.) It has all main features: photo albums, videos (youtube, video, dailymotion and url), blogs, groups, events, surveys, forums and chats. Integration with facebook, twitter and linkedln. Built- in login support of Janrain. Import of contacts from 91 websites. Import of media from facebook, flickr, picasa, instagram, yfrog. Creation of companies sites (associations, etc.) and opening of their own internet-shops. Mobile and planshet versions of site are still under development.
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Our key feature is that it is the first on-line Aquadiary service diary of aquatic projects. Here you can upload your photos and video materials, list of marine inhabitants and devices, detailed description of creation, hydrochemistry data log, necessary systemic reminders. Users can publish their news about renovations and failures, diary of living beings (their growth and development), blogs, discussions, team lists, and even more. In the future we plan to add special devices for webcam connection, sms, e-mail, and tcp service which will make possible to access the actual status of aquatic project and control devices online. This service is created due to the modern tendency of gadgetomania (in this sphere as well). The service is designed to be universal and easily applicable in other spheres.

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The official opening of the site in August 2013

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Mission of the project

Completion of the project AQUADIARY.NET will allow creation of the specialized social network for aquarists, oriented towards USA, China, Germany, Australia and Russia . The main prerequisites for creation of the project is universal trend to specialized social networks in separate spheres as well as significant growth of interest for aquaria in the regions mentioned above.
VOLUME of USA MARKET, billions of dollars.

The mission of the project is to provide users with effective means of sharing of experience, managing and modifying of their own aqua properties, as well as integration of separate users into the community of professionals and amateurs of aquaria.

60 50 40 30 20 10 0 1995 2001 2003 2005 2007 2009 2011 2013 1994 1998 2002 2004 2006 2008 2010 2012

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professionals & amateurs


professionals & amateurs

Aquarists

Pond

Aquadesign
professionals & amateurs

Paludariums, Vivariums, Terrariums, etc.


professionals & amateurs

Main Mainusers users of ofthe theproject project

Analogs and Competitors


There are no direct competitors in free service and social network. Though there are some sites that provide competition, other (forums) give users the chance to present their creation, though the possibilities of the forums do not allow then to do it at full extent. The third side (network) where it is impossible to attract attention to each single project, as a result the information is lost in a bunch of other news. A great number of modern people like to design something new or modify already existed devices for their projects. They love to describe in detail each step of their work, indicating the manufacturers and the materials used. But there is no place where they can do it to its full extent.

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SWOT
STRENGTHS

WEAKNESSES
shortage of technical specialists in a primary team; absence of similar projects in Internet( though you might look at it as a strength as absence of competition).

availability of experience in the specific market;

availability of the team of specialists in the sphere of IT as well as in the sphere of aquaria;

orientation towards the needs of potential customers and real global trends;

specific character of the project both for private users and corporative clients;

availability of preliminary agreements with major manufacturers about their presentation in the project;

high level of readiness of the project for commercial use.

OPPORTUNITIES

THREATS
development of own integrators by major manufactures, and as a result, reduction of uniqueness of some elements of functional network;

winning of dominant position in the specific market;

forming of a key figure of the aquariumistic market, uniting all its participants;

reflecting project on other similar spheres;

developing of own manufacture of some high technological elements.

complications in fulfilling technical part of the project, shortage of high qualification specialists in Russia.

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Data of Project Operation


(forecasting for 3 year)

Average monthly revenue

- 252 000 USD

Part of revenue of private users 79% Part of revenue of corporative clients - 21% Number of private users 1021654 Number of corporative clients - 14595 Net profit for the whole period (36 months) 455 000 USD Profitability of net profit for the whole period (36 months) - 58,34% EBITDA 24 months from the start 172000 USD EBITDA 36 months from the start - 681000 USD EBITDA margin 36 months from the start 87,43%

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Project Effectiveness Data


Discount rate - 15%. Net present value (NPV) 2139000 USD Internal norm of profitability 25 months Payback period without period of investments 22 months. Investment Program: Needs in financing 813400 USD Capital expenditure 66200 USD Financing of losses 747200 USD
4000.00 3500.00 3000.00 2500.00 CF NPV Users 800 1,000 1,200

thousands of dollars

1500.00 600 1000.00 500.00 0.00

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-500.00 -1000.00 -1500.00

36

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thousands of users

2000.00

Motivations for registration

Motivations for private users:

Motivations for corporative clients:


access to specific audience with the high level of conversion;

chance of experience sharing; chance to present their own achievements;

chance to optimize the system of operating of their own aquarium;


wide perspectives of positioning through clients aquariums;

cutting down risks of losing of living beings; access to modern technical devices;

possibility of cooperating with other users equipment through service operation devices.

possibility of monetization of their own key knowledges as an amateur in a the market.

The project has a high level relevance in the specific market in the limits of its own positioning.

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TEAM MEMBERS
Rasskazov Andrei (41 y.o., Russia) - Manager of the project, programmist, marketolog, consultant. Skills: manager of his private firms :Codeman.Pro Studio (play projects La Marley and the first planet watch, Fish Toni and design of websites), and Aqua Design Studio ARTMARINE (design of professional aquarium systems, leader in the south of Russia in the reef systems design). Osokin Fedor (34 y.o., Russia) management of server, business administration, programming. Skills: Chief programmist, chief administrator of MMO After World, programmist of MMO Life is feudal, the founder of site Tourquedev.ru. Rasskazova Tatiyana (33 y.o., Russia) designer of project concepts, consultant in aquarium sphere, marketolog, moderator. Skills: Director of Aqua Design Studio ARTMARINE, before professional designer and top manager in Furniture Alliance of Kuban. Ovchinnikova Anastasiya (28 y.o., Canada) translator, moderator, designer, marketolog. Skills:Magazine editor, professional designer, 3D animator.
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Prices for private users: paid package of additional services of the diary (some smsnotification, connection of some devices), promotion of aquaproject. Prices for corporative clients: Three packages of website design. Free of charge standard service; charging for access to the creation ( design ) of website, absence of commercial advertising of other companies. Possibility of promotion of the website. Two packages of creation of your own web shop. One package with monthly payment $ 4.99 +% from sale or monthly payment without any percentage plus search address publication (search service of the closest available vendor of necessary goods ). Revenue structure Standard graphic banners on the margins and context on the posted wall.
16% 6% 78%
Private Coorp. Ads

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Monetization of projects
Using projects for commercial advertising. At the opening of the project the banner of the promoted product is shown. While advertising the product (as facebook advertise and shows the number of likes) the number of projects using this product will be shown, and also the top project will be advertised. In search window there will be data about usage of the product in projects. + Blocks of standard banner and context advertisements.
Dynamics of project profits, in thousands of usd.
1000 800 600 400 200 0

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Contacts
Krasnyh partizan str., 4/4 Russia, 350012, Krasnodar email: andrass@codeman.ru; admin@aquadiary.net skype: andrewcodeman; aquadiary.net; rasskazof . +7 (918) 4936601, +7 (861) 2203388 www.aquadiary.net http://facebook.com/aquadiary http://vk.com/aquadiary http://twitter.com/AquaDiary_net

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