IMG Media

Sessions with Cesar

Design Document 
Prepared by IMG Media and Workinman Interactive LLC

Date: March 6, 2008

Document Location
Workinman: projects/clients/img/cesar/docs

IMG Media: \\NY45server3\Cesar_Millan\Func Spec

Credits
Jason Arena

Version Control
Version Date Change(s)
001 01/02/08 First Draft Jason Arena
002 03/05/08 Jason Arena/Anthony D’Avella/Matt Miller

CONFIDENTIAL Page 1 of 31 10/15/2008

 Contents
1.OVERVIEW....................................................................................................................... .......................4
2.GENERAL SITE PAGES............................................................................................................. .............5
3. Flash Download Message Page........................................................................................................... .6
3.1.Flash Download Message ................................................................................................. ...........6
4.Home page......................................................................................................................... .....................7
4.1.Product sell content ................................................................................................................... ...7
4.2.User Login Module.......................................................................................................... ..............7
4.3.Password Recovery Page.................................................................................................. ...........7
4.4.New content / initiative promo area................................................................................. ..............7
5.General Registration and Payment Pages....................................................................................... .....8
5.1.Overview...................................................................................................................... .................8
5.2.Registration Form........................................................................................................................ ..8
5.2.1.Required fields........................................................................................................ ...................8
5.2.2.Non-Required Fields............................................................................................. .....................8
5.3.Captcha.................................................................................................................................... .....9
5.4.Payment / Billing................................................................................................... ........................9
5.5.Confirmation / Thank You Page.................................................................................................. ...9
5.5.1.Sessions VIP Users:................................................................................................................... 9
5.5.2.Non-Paying Users:.................................................................................................... ...............10
5.6.Login Authentication Page........................................................................................................... 10
5.7.Outline of Product Offerings (Prices subject to change)........................................................ ......10
Phase I: Immediate Term........................................................................................... .......................10
Phase 2: Near Term.............................................................................................. ............................11
6.User & Dog Profile ................................................................................................................. ..............13
6.1.Create a User & Dog Profile.................................................................................................. ......13
6.1.1.Information displayed for All Users (Non-paying and Sessions VIP)........................................13
6.1.2.Optional Information available for Sessions VIP Users to edit on ‘My Profile’ Page once Registration and
Payment have been completed................................................................................................... ......13
6.1.3.Cesar’s Sessions VIP Profile Page..................................................................... .....................15
6.2.Edit My Profile Page................................................................................................................ ....15
7.Sessions Manager............................................................................................................. ...................16
7.1.User Info......................................................................................................... ............................16
7.2.Welcome and update section........................................................................................ ..............16
7.3.Sessions Manager............................................................................................ ..........................16
7.4.Demo?............................................................................................................. ...........................16
7.5.Evaluation............................................................................................................ .......................16
7.6.Track Detail (Dependent on Design)......................................................................... ..................17
7.7.Recent Community Posts ..................................................................................................... ......17
7.8.Up sell and marketing packages.............................................................................. ...................17
8.Video Player....................................................................................................................... ...................19
8.1.Classroom Components......................................................................................................... .....19
8.2.Video Display Area........................................................................................................... ...........19
8.3.Video Controls......................................................................................................................... ....19
8.4.Lesson list / progress............................................................................................. .....................19
8.5.Quiz & Feedback...................................................................................................................... ...20
8.6.Downloadable Contextual Content..................................................................................... .........20
8.7.Breed Specific tips............................................................................................ ..........................21
9.About Cesar.................................................................................................................... ......................22
9.1.Components......................................................................................................................... .......22
10.Cesar’s Pack................................................................................................................ .......................23
10.1.Components....................................................................................................................... .......23
11.Universal Header
24
11.1.Components................................................................................................................ ..............24
12.Universal Footer
25
12.1.Components....................................................................................................................... .......25

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13.FAQ.................................................................................................................................. ....................26
13.1.Components....................................................................................................................... .......26
13.2.Content......................................................................................................... ............................26
14.Privacy Policy............................................................................................................. ........................27
14.1.Components....................................................................................................................... .......27
15.Terms & Conditions................................................................................................................. ...........28
15.1.Components....................................................................................................................... .......28
16.Contact Us...................................................................................................................................... .....29
16.1.Components....................................................................................................................... .......29
17.Outstanding issues.................................................................................................. ..........................30
17.1.General............................................................................................................... ......................30
17.2.Home Page............................................................................................................. ..................30
17.3.Sessions Manager.......................................................................................... ..........................30
17.4.About Cesar............................................................................................................ ..................30
18.Content Request and Creation........................................................................................ ..................31
18.1.Home Page............................................................................................................. ..................31
18.2.Sessions Manager.......................................................................................... ..........................31
18.3.Evaluation.......................................................................................................... .......................31
18.4.Profile............................................................................................................................. ...........31
18.5.About Cesar............................................................................................................ ..................31
18.6.Classroom..................................................................................................................... ............31

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 1. OVERVIEW
The new Cesar Millan application will be a sophisticated self-help resource that enables dog
owners to apply Cesar Millan’s methods to their own dog problems. The website will feature
a customized (flash) player component that provides end-users with video-based
instruction, guidance & solutions from Cesar Millan; geared toward correcting their dog’s
behavioral issues. This application also offers robust community tools that will provide end-
users with the ability to discuss and share their experiences, and helpful information.

The site’s content will be promoted through all media outlets, including online, tv, mobile,
and print methods. Additionally, the sites community tools will facilitate communication
between Cesar’s fans, as well as, with Cesar himself.

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 2. GENERAL SITE PAGES

• Flash Download Message Page

• Application Home Page
• General Registration / Payment Pages
• Thank you / Confirmation Page
• Login Authentication Page
• Password Recovery Page
• User & Dog Profile / Edit My Profile Page
• Sessions Manager Page
• About Cesar Page
• Cesar’s Pack (Community Section)
• Cesar LIVE (Webinars)
• FAQ
• Edit user profile page
• Privacy Policy
• Terms & Conditions
• Contact us

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 3. Flash Download Message Page
If a user enters the application via CMI.com by clicking on either the ‘Sessions’ or ‘Cesar’s
Pack’ (Community) links, there will be a flash detect.

If the user has flash already installed, the user will be sent to either the Application Homepage
(if ‘Sessions’ was clicked) or Cesar’s Pack (Community) (if ‘Cesar’s Pack’ was clicked). If the
user does not have flash, then he/she will be sent to the Flash Download Message Page.

3.1.Flash Download Message

• Click here to download Flash (pops into separate window)
• Once downloaded, user click on ‘Continue’
• User is sent to either the Application Homepage (if ‘Sessions’ was clicked) or Cesar’s
Pack (Community) (if ‘Cesar’s Pack’ was clicked).

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 4. Home page
The home page will be used to introduce new visitors to the product and lead them down the
purchase path while existing users can use this page to login into their course and see new
updates and current initiatives.

4.1.Product sell content

• Cesar video introducing product/Sizzle video of product
• View a sample lesson
• Community snapshot info (how many users / posts)
• Buy Now button
• Promo Code Alert
• Product description copy
• Bullet list of product features
• User testimonial (Phase 2)

4.2.User Login Module

There will be 2 ways to login into the application:

1. A button will be located in the upper right of the application header that opens to Login
Authentication page
2. There will also be text login fields located on the Homepage, Community and My Profile
pages.

• Login
• Enter Username
• Enter Password
• [Log-In] button in application header
• Forgot username? or password? (Links to ‘Password Recovery’ module)

4.3.Password Recovery Page

• Enter email address to retrieve username and/or password, via email.
• [Submit] button.
• Links appear beneath login fields on Application Homepage, Community and My
Profile pages, in addition to beneath ‘Login’ button on Application Header.

4.4.New content / initiative promo area

• 3 Flash widget animations to promote content and new initiatives

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 5. General Registration and Payment Pages
5.1.Overview
• General Registration Page
• Payment Page will be hooked into PayPal Payflow Pro
• Thank You Page / Email Confirmation Page
• Log-In Authentication Page
• Flash Download Message Page

5.2.Registration Form
General Registration provides unlimited access for all users (Non-aying and
Sessions VIP) to participate in the free portions of the ‘Community’. Purchasing
the course also gives ‘Sessions VIP Users’ access to the VIP portions of the
community.

The registration page will include the following fields:

5.2.1.Required fields
 User:
o User First Name
o User Last Name
o Alias (Username)
o Password
o Password Confirm
o Email Address
o Date of Birth (drop down menus)
o Agree to Terms & Conditions
 Dog:
o Name
o Birthday/Age
o Breed
o Gender (radio buttons)
o My dog’s behavior tendencies include (select 5):
 List TBD

5.2.2.Non-Required Fields
 User
o Upload 1 profile photo of you and your dog (or supplied avatar)
o Address 1 (Street)
o Address 2
o City
o State (drop down menus)
o Zip Code
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 o Country (drop down menus)
o Mobile Phone
 Dog
o Free write sections about my dog’s…
 Personality

5.3.Captcha
A captcha is a type of ‘challenge-response’ test used to determine whether the end-
user is ‘human’. Using this security method helps prevent ‘spambots’ from
compromising the data found within the system.

 Required fields:
 Enter Text (as it appears inside the graphic)
 [Submit] button

5.4.Payment / Billing
If the user entered the registration process by clicking “Buy Now” on the Application
Homepage, then the following payment page would appear. PayPal PayFlow Pro will
provide a connection to a secure SSL–enabled browser to process all credit-card
transactions, in ‘real-time’.

If the user entered the registration page by clicking “Register” from the ‘Cesar’s Pack’
(Community) page, then the following payment page would not appear. However, the
payment page could appear through this particular user journey if the non-paying
user selects the automatically generated ‘Buy now’ upsell option within the
registration.

 Required fields (skinned from PayPal PayFlow Pro):

o First Name (as it appears on Credit Card)
o Last Name (as it appears on Credit Card)
o Middle Initial (Single character)
o Card Type : (Pulldown List)
o Card Number: (as it appears on Credit Card)
o Expiration Date: (as it appears on Credit Card)
o Security Code
o Additional Payment Screens (TBD based on PayPal)
 PROMO CODE free field
o Sessions VIP Newsletter Signup Check box

5.5.Confirmation / Thank You Page

The end-user arrives at the “Thank You” page after they have successfully completed
either the Course Payment or Community Registration process.

5.5.1.Sessions VIP Users:

• Welcome! Thank you for purchasing Sessions with Cesar!

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 • A confirmation email has just been sent to your email address. Please click on
the link provided to complete your registration process and create your custom
Cesar Millan profile.
• Once your profile is complete, the first step of the course will be to complete the
Evaluation which will help you select the appropriate instructional lessons, read
about useful tips & gain helpful information about your dog’s behavioral issues.
• Then, it’s on to take your first lesson!

5.5.2.Non-Paying Users:
• Welcome! Thank you for registering with Cesar’s Pack!
• A confirmation email has just been sent to your email address. Please click on
the link provided to complete your registration process and see your Cesar Millan
profile.
• Please check out all of the major site areas, including;
• Forums
• Sessions Manager
• Cesar’s Profile
• User Profiles
• FAQ

5.6.Login Authentication Page

The user arrives at the “Login Authentication” page after they have successfully
completed either the Course Payment or Community Registration process and
clicked on the link provided to them in a confirmation email.

The “Login Authentication” page will contain free fields where users will enter their
username and password. If the user has flash already installed, the user will be sent
to either the Application Homepage (Sessions VIP users) or Cesar’s Pack
(Community) (Non-paying users). If the user does not have flash, then he/she will be
sent to the Flash Download Message Page.

5.7.Outline of Product Offerings (Prices subject to change)

Phase I: Immediate Term

Sessions VIP Users
o All Non-paying User access
o Value-Add as Sessions VIP users:
 Allowed to participate in VIP Community sections for set time period, after which a
subscription option to extend use is presented

Non-paying Users (Free)

o All site visitors are urged to register, create user profile and post one profile photo of
user and dog

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 o Lifetime access to view and post on defined General sections of Cesar’s Pack
(Community)
o Ability to view VIP Community sections but unable to post to them
o Ability to view Sessions Manager but unable to use it

Online Course: Secondary

o $129.95 flat fee User Entry
Point
Bundled products:
o 3 months unlimited access to course (General Tracks + one selected Issue Specific
Track)
o 3 months unlimited access to VIP Community (special course and VIP forums, profile
pages)
 VIP Newsletter
 Special access to Cesar Q & A
 Promotional Discounts (through promo codes)
 Cesar’s Tips (Phase 2)
 Updated Video Content (Phase 2)

After 3 months/selected track completion:

o $4.95 monthly subscription or $39.95 for the year
 Automatic at 3 months end
o Current Course Maintenance
o Access to purchased course tracks
o Extended VIP Community access
o Searchable Video and Ancillary Teaching Materials (Phase 2)
o Access to Archived Webinars over time (Phase 2)

Phase 2: Near Term

Webinar:
o $59.95 for 3 months access

Bundled products:
o 3 months unlimited access to webinar(s)
o 3 months unlimited access to VIP Community (photo gallery, special blogs, forums
and course groups)

After 3 months/webinar(s) completion:

o Subscription model starts at same above price point, without access to online
course tracks

Premium Package:
• $159.95 flat fee

Bundled products:
• 3 months unlimited access to course (General Tracks + one selected Issue Specific
Track)
CONFIDENTIAL Page 11 of 31 10/15/2008
 • 3 months unlimited access to VIP Community (photo gallery, special blogs, forums
and course groups)

After 3 months/selected track completion:

• Subscription model starts at same above price point

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6. User & Dog Profile
Users will be required to set up a user profile that will include their dog’s profile information.
This information will be used in the Sessions Manager to highlight and track users progress
towards the selected track and achieving their goals for that dog.

6.1.Create a User & Dog Profile

All users will be prompted to create a profile upon general registration.

6.1.1.Information displayed for All Users (Non-paying and Sessions VIP)

 Required Fields
o User
 Username

o Dog:
 Name
 Birthday/Age
 Breed
 Gender
 My dog’s behavior tendencies include (select 5):
• List TBD

 Non-required fields
o User:
 1 Profile photo (if not, avatar will be supplied)
o Dog:
 Free write sections about my dog’s…
• Personality

6.1.2.Optional Information available for Sessions VIP Users to edit on ‘My

Profile’ Page once Registration and Payment have been completed
 Dog
o Health (list to be provided)
o Energy (list to be provided)
o Rescue Dog? Y/N
o Free write sections about my dog’s…
 Exercise routine
 Arrival story
 Areas for improvement
 Funniest behavior
o Invite non-user friends to…
 Purchase product
o Sessions VIP Newsletter Opt-in

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  Ability to “edit” current profile

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 6.1.3.Cesar’s Sessions VIP Profile Page

 Cesar will have his own Sessions VIP Profile Page.

o Bio Info on Cesar
o Pics
o Link to Cesar Q & A Forum
o Latest Posts

6.2.Edit My Profile Page

Users will be able to edit their User & Dog Profile information on this page. Links to this page
will be located on the following:

 Sessions Manager
 Community Homepage
 My Profile Page

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7. Sessions Manager
The Sessions Manager is where users manage their information and keep track of their
progress throughout the course.

7.1.User Info
 Avatar (Thumbnail)
 Last visited: (MM/YYYY)
 My dog’s behavioral tendencies
 My Track (selected issue-specific track listed here)
 Dog profile
 Edit user profile info (links to Edit My Profile Page)

7.2.Welcome and update section

 Custom welcome message. May have dog breed specific messaging
 A section to highlight update content or new tracks

7.3.Sessions Manager
This module allows the user to see their progress. It is the virtual transcript.

[Course process: The user will be required to take the evaluation and three pre-requisite
tracks in order to unlock and continue to the selected issue-specific track. Users will need
to progress through each lesson sequentially in order to complete a track. Lessons will be
unlocked by successfully completing the previous lesson quiz.]

 Assess Yourself intro video

 Pre-requisite general tracks and lessons
 Evaluation
 Selected track
 Other issue - specific tracks

Track and Lesson thumbnails

• On rollover of a thumbnail, user will see a description of the lesson
• Clicking “Get Track Details” will take user to the Track Detail page for selected track
• Clicking the launch now button will take user to the Classroom and start the
selected lesson

7.4.Demo?

7.5.Evaluation

The evaluation will be an easy visual (video-based) approach, with detailed text support to
help users check and confirm their dog has a particular behavioral issue. While the user is

CONFIDENTIAL Page 16 of 31 10/15/2008

 required to complete the evaluation prior to beginning his or her issue-specific track, the
deeper understanding gained through the process educates the user, and promotes an
overall more successful course experience and result. The direction to seek professional
advice as a fail-safe last resort, should comfort the user. We think the supported, informed
self-diagnosis approach is the best way to avoid any potential legal ramifications of our
making recommendations, so we believe this will be the overall best option.

The user:
• Downloads and completes dog observation questionnaire
• Views video with Cesar explaining specific behavioral issue, and introducing 2-3 video
clip examples of relevant symptomatic dog behavior for each track so user can compare
clip(s) to own dog’s behavior;
• Reads text accompanying video which lists typical symptoms for specific issue so user
should feel empowered and knowledgeable enough to make an informed decision;
• Reads note that if even further understanding and guidance is required or desired, that
the user should contact their vet or other relevant professional for diagnosis of their
dog’s specific issue before selecting a specific course track.

7.6.Track Detail (Dependent on Design)

This module is a detail view of each track. It will overlay in the Sessions Manager screen. It
will have a module for each lesson describing goals and objectives for each lesson within
the track.

 Title for each lesson

 Description of lesson (rollovers)
 Cesar Video for each lesson

7.7.Recent Community Posts

This module will display recent posts from the community site that correlate to the
recommended or current track the user is currently taking. These posts will be pulled from
the community site and displayed in the lower left side of the Sessions Manager.

 Title
 Author (username)
 Short Description (“Read More” links directly to thread)
 Time / Date Stamp (display as MM/DD/YY 00:00:00 GMT)

7.8.Up sell and marketing packages

Accessible content is based on the subscription package chosen by the user. If users
selected the premium VIP package then they will have access to general tracks + 1 issue-
specific track of their choice in the Sessions Manager. If they have the chosen the package
that only allows access to the video lessons, then they will see general tracks + 1 issue
CONFIDENTIAL Page 17 of 31 10/15/2008
 specific track, but will not be able to select the webinar content. However, we will provide a
graphic to promote up-selling the user on this feature.

Click the up-sell feature button could work in two ways.

1. HTML page
Pop open an HTML window where use is presented with all the up-sell options. User
selects options and then goes back to the application to access new content.
2. One Click Purchase
A pop up screen opens up in Flash just confirming that you want to purchase the
item.

CONFIDENTIAL Page 18 of 31 10/15/2008

8. Video Player
8.1.Classroom Components
 Video Display Area
 Video Controls (play/pause, scrub bar, volume)
 Lesson list (Browse Lessons)
 Quiz and user feedback
 Breed tips (To be confirmed by CMI)
 Downloadable contextual content

8.2.Video Display Area

Where video lessons will be presented
 Streaming HD video presented in H264 FLV
 Downloadable and Breed tips will overlay this area
 Video controls will overlay the bottom section of this area
 Quiz will overlay this window
 Quiz feedback will overlay this window
 Course completion will overlay this window

8.3.Video Controls
The video controls will be standard controls. User will NOT be able to scrub forward
through video content. These will be hidden controls toggled on and off as the user rolls
over the “controls” icon at the bottom of the video display.

Video controls will contain the following

 Play
 Pause
 Volume slider

8.4.Lesson list / progress

All lessons associated with the current track. This will be primarily used to show the
lesson progress. User will be able to tell if the lesson was completed, currently in use or
locked.

Lesson clip Items will contain the following content

 Thumbnail image
 Title
 Run time
 Rollover tool tip with a brief description or a Cesar video description
 Icon for being locked, unlocked or completed

CONFIDENTIAL Page 19 of 31 10/15/2008

 8.5.Quiz & Feedback
After each lesson and, at certain times after chapters within lessons, the user will be
presented with a quiz consisting of multiple choice and/or true or false questions. The quiz
will be used to reinforce the goals and objectives of the lesson. The questions will be
challenging but not too difficult. The quiz will take place in a window over the video display
area.

• A short series of questions based on the lesson content.

• Five questions per quiz
• Display current question and total questions
• True || False and Multiple choice questions
• User must complete quiz to move on to next chapter or lesson

8.5.1.Feedback
 Correct answer
o Advance user to next question
o Positive feedback: sound / visual

 Incorrect answer
o Negative feedback: sound / visual
o Try again text

8.5.2.End of Quiz
A screen to summarize user’s performance at the end of each quiz. It will contain the
following information;
o Total correct answers out of total questions
o Text feedback as follows:
 5 out of 5 correct: Great job! You got a perfect score!
 3-4 out of 5 correct: Good job, but you may want to go back and brush
up on some of the course content before moving on to the next lesson.
 0-2 out of 5 correct: Please retake the lesson that you just completed.
(Next lesson locked until user passes)
o Navigation items to retake lesson or go to Next lesson

8.6.Downloadable Contextual Content

The contextual content will consist of printable calendars, work sheets, illustrations and
audio reminders to re-enforce goals and objects of the current lesson.

Contextual content will be triggered at specific cue points during the video lesson. These
cues are predetermined points where contextual content can be directly correlated to the
content presented in the lesson. The user interface will highlight a button when a new
Downloadable is available. This will let the user know they can click the button to DL the
content to their computer

 Written instructions
 Diagrams of techniques

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  To do lists / Calendars
 Assignment check list
 Downloadable audio tracks to put on an MP3 player

8.7.Breed Specific tips

Breed specific tips will pop up similar to a lower third crawl during video content playback
at specific que points in the lesson. The tips will correlate to the type of dog the user
profiled in the Evaluation tool. For example; If the user has a working type dog, the breed
specific tip may recommend adding 10 more minutes to the walk during the “master the
walk” lesson

 Breed Specific Tips will be text based.

 The tip will animate in as a lower third crawl
 User can click on it to stop the video lesson and see the details
 Icons for each tip will stay in the lower left corner of the video display window

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9. About Cesar
A section to give background on Cesar and his methods

9.1.Components
 About Cesar
 His methods
 Experience
 Link to Cesar’s VIP Profile Page
 (see content on CMI.com)

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10.Cesar’s Pack
This is based on Community Server functionality. Non-paying users will be able to view the
Sessions VIP forum titles, but not the forums themselves. Rollover text will urge them to
purchase the course.

10.1.Components
 Forums
o Non-Paying User
 General
 Fans of Cesar Millan
 Episodes of The Dog Whisperer
o Sessions VIP User
 Cesar Q & A
 Pre-requisite Track
 Issue-specific Track
 Breed Type (working, sporting, toy, etc.)
 Webinar (Phase 2)

 User profiles
o Non-paying User
o Sessions VIP User
 Cesar Millan Profile

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11.Universal Header

The Universal Header will appear consistently at the top of every page that is part of The
Cesar Millan Application

11.1.Components
 Logo
 Log-in / Registration
 Application Homepage
 Sessions Manager
 Cesar’s Pack (Community)
 Cesar LIVE (Webinars)
 My Profile
 FAQ

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12.Universal Footer

The Universal Footer will appear consistently at the bottom of every page that is part of The
Cesar Millan Application

12.1.Components
• “Contact us”
• “Terms & Conditions”
• “Privacy Policy”
• Copyright
• Disclaimer (within T & C or separate? TBD by Tony D’Imperio by 3/7)

CONFIDENTIAL Page 25 of 31 10/15/2008

13.FAQ
FAQ information.

13.1.Components
 Universal Header
 Universal Footer
 Sub-Header: About
 Text / Content

13.2.Content
 Curriculum Questions
 Billing Questions
 Video player Questions
 Newsletter Information
 How to post
 Customer Service
 Contact

CONFIDENTIAL Page 26 of 31 10/15/2008

14.Privacy Policy
Standard Privacy Policy copy here

14.1.Components
• Universal Header
• Universal Footer
• Sub-Header: Privacy Policy
• Text / Content
• Disclaimer (within T & C or separate? TBD by Anthony D’Imperio by 3/7)

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15.Terms & Conditions
15.1.Components
• Universal Header
• Universal Footer
• Sub-Header: Terms & Conditions
• Text / Content

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16.Contact Us
16.1.Components

 Universal Header
 Universal Footer
 Sub-Header: Contact
 “Please complete the form below.”
 Enter Name (input/text box)
 Enter Email (input/text box)
 Questions / Comments: (input/text box)
 “Submit” button

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17.Outstanding issues
A running list of questions outlined by sections

17.1.General
 Where is the disclaimer placed? In the Terms and Conditions? Its own standalone
location?\
 Copywriter for curriculum and non-curriculum copy
o FAQ
o Every page

17.2.Home Page
 Can we request video of Cesar on green screen for the intro?
 Where does the demo of the product live? Where inside the app?
 What are the number of sample lessons?
 Is there a ‘Password Recovery’ Page

17.3.Sessions Manager
 CMI to confirm:
o ‘Course Milestones’? – is there one for every lesson? One for overall?
o Breed Tips?
 Upsell Marketing – HTML or Flash?

17.4.About Cesar
 Does this oage just become Cesar’s Sessions VIP Profile page, all rolled into one?

CONFIDENTIAL Page 30 of 31 10/15/2008

18.Content Request and Creation
A list of content needed by section

18.1.Home Page
 Cesar intro video/Sizzle of product
 Sample lesson of product
 Testimonials (Phase 2)

18.2.Sessions Manager
 Cesar video descriptions of tracks
 Cesar video descriptions of lessons

18.3.Evaluation
 Dog observation worksheet
 3-4 video clips of each behavior
 Text descriptions and symptoms of each behavior

18.4.Profile
 Non-Paying Users
o Avatar design
o Breed list
o Behavioral tendencies list
 Sessions VIP Users
o Health type list
o Energy type list
o Cesar Quotes list (Phase 2)
o Cesar Episode list (Phase 2)

18.5.About Cesar
 Pictures
 Bio
 Cesar’s Sessions VIP Profile content
o Pictures
o Blog?
o Video?

18.6.Classroom
 Breed Tips
 Quiz
o Cesar video feedback messages for quiz (Phase 2)?
o Track completion video (Phase 2)?

 End of course video feedback

o Video of Cesar congratulating user
CONFIDENTIAL Page 31 of 31 10/15/2008