MOBILE NEWS GAMES LLC (MNG)

Mobile News Games LLC (MNG) develops mobile games relating to current news
events. Our unique focus of creating games with a news twist gives us an advantage
over our competitors by giving customers a new outlet to enjoy mobile games.

1.1 Vision

Our vision is to provide people with a brief escape of fun over the course of their
normal day. We do this by providing them with timely interactive games that they can
access on their mobile devices - games that are easy to play and have some connection
with current pop culture news.

MNG leverages our team's software development experience to create timely games
quickly. Our marketing challenge is to attract visibility quickly and we intend to
accomplish this by leveraging a multi-pronged approach that involves social media,
email marketing and search engine optimization strategies to gain market share. As
we gain traction in the marketplace, word of mouth will lift our game downloads
significantly.
2.0 Target Markets

Our ideal customer is between the ages of 13 and 25 who enjoys playing video games
and has a mobile phone that allows applications to be downloaded, such as the iPhone,
Android or Blackberry. They often have an Xbox, Wii, Playstation or other TV-based
video game unit at home. They may also have a portable gaming unit such as the
DS/DSi and other portable gadgets such as an iPod.

2.1 Market Definition and Segmentation

We target two segments: mobile game users and organizations that want to reach
them. In both of these segments, customers are computer and mobile phone savvy and
enjoy creative experiences.

1. Mobile Game Users

There are two types of customers that define the demographic of mobile gamers: teens
(including pre-teens) and young adults, which for the purposes of this marketing plan
will include teenagers age 18 and above as they are considered young adults by the
general population as well as by the law. The primary difference between the two
demographic segments is who provides the money for game purchases.

Free mobile games:

 We offer trimmed back versions of our games for free so that users can get a
taste of the full game without committing any money up front.>
 Some features of free versions are disabled and advertising is displayed in some
strategic locations within the game so that users are not bothered or distracted
by the ads. For example, a soda company may pay for a sponsorship and we
might embed their name as a clickable (tappable) billboard that appears as if it
is part of the game itself.

Paid mobile games:

 Our paid mobile games contain a broader set of features. The price range is
between $1.99 and $4.99 in order to create very low price resistance for
customers.
  Paid games are also monetized via clickable (tappable) ad sponsorships
embedded within the games.

Games are available via instant download on their appropriate mobile platform (i.e.,
Apple's Appstore for the iPhone).

2. Organizations That Want to Reach Youth and Young Adults

Additionally, there is typically one type of customer who purchases custom mobile
game development services: VP of Marketing or Chief Marketing Officer. Their intent
is to promote their brand and products to the demographic that overlaps with mobile
game users.

2.2 Target Market Segment Strategy

Our strategy focuses on developing an initial set of libraries containing game

attributes that can be combined to create new games. Upon launching the first set of
games, we will stay in regular contact with our customers via numerous online
methods, including social media and email marketing. After creating these libraries
and games, we will be able to market fast-turnaround consulting services to
organizations who would like their own promotional games.

2.3 Target Market: Mobile Game Users

Our mobile games have a timely connection to current news events. We release new
games within two weeks of major news stories. For example, if a politician is
involved in a scandal, we can leverage one of our current game architectures and
customize it with the names of people involved in the scandal and even make a
comical interactive spoof out of events. If a celebrity makes a foolish comment, we
access our library of features to put together a game that pokes fun at the celebrity.
The mobile game user market enjoys interacting with games that give them a sense of
power and excitement, allowing them in some way to live vicariously through the
game.
2.3.1 Needs and Requirements

Mobile game users get tired of games quickly and are constantly looking for new
games to play. With the plethora of news events always in circulation, we will target
the news media so they discuss games related to the stories they are covering. The
games we develop will target stories that are covered by the types of media outlets
this demographic consumes.

The users in this segment also has limited financial capacity. Teens typically get their
money to make game purchases from their parents, which can be in the form of gifts
or allowances, or from low paying jobs. Older teens and young adults also have
limited financial capacity yet choose to spend part of their disposable income on
games as one of their sources of entertainment.

Very frequently, these customers talk to each other about which games they enjoy,
including strategies for playing and winning. They also participate in online forums
and discussion groups to gather tips and other information to help them play or to find
new challenges. Additionally, they enjoy being listed as the "high score" when there is
a public setting available for players. We intend to offer this public setting by
allowing the customer to upload their score to our web site for each game. The highest
scores will be posted, giving the player worldwide "bragging rights". As a result, the
word of mouth potential for timely games is explosive.

2.3.2 Distribution Channels

iPhone games are distributed through the Appstore which is currently controlled by
Apple. One of the obstacles we have to overcome is the speed with which Apple
approves applications for downloading, which will be important for us since our
games have a time sensitive nature to them as they will be popular as long as a news
story is in circulation.

Google's Android offers an open source model so they will likely surpass the iPhone
in the number of applications available soon. This also eliminates the need for review
and allows us to post new applications quickly. As more applications come out for
this device, it will gain marketshare. We want to be positioned so that we provide
excellent games for this community.
Blackberry applications are controlled by Blackberry through Blackberry App World.
Their users tend to be older and more focused on business uses for their mobile
devices. Because of this, we will not focus our initial efforts on Blackberry. However,
we do have the expertise to build Blackberry applications and will create custom
games for this device for consulting clients who would like them.

2.3.3 Competitive Forces

There are many mobile game developers. However, few are actual companies. Most
games are developed by one person who does not have the marketing savvy to
integrate advertising sponsorships into their games as we have outlined in this
marketing plan. Our unique twist on the types of games is also an advantage because
we will not have to spend as much time and energy thinking of the game themes - the
news of the day will provide that fodder so our efforts can be concentrated on
developing that real-life story into a game.

2.3.4 Communications

We will leverage social media and word of mouth for the vast majority of our
marketing using platforms such as Twitter, Facebook, Orkut and MySpace. These
platforms are widely used by the customers in our demographic market. We will make
announcements via regular tweets and updates to our fan page on Facebook.

The newsworthy component of our mobile games also makes it enticing for traditional
media to publicize a game that is related to a current news story.

We will also use our email marketing list which is comprised of people who have
expressed interest in knowing when we release new games. We have segmented our
email list so that we can send appropriate emails to media and different ones to actual
gamers, our customers.

2.3.5 Keys to Success

Each of our postings to social media sites will include a trackable link so we know
how many people click on each post. Using online tools like link redirectors (i.e.,
bit.ly, tr.im and others), we can also see how many of readers and followers repost or
forward such links. We will also include trackable links within our email marketing
messages.
Those who click to find more information about a game will be directed to landing
pages, which are web pages that contain more information about a specific game,
including details and links to download the games. These landing pages will be
optimized for search engines (we have SEO, search engine optimization, expertise) so
that when Internet users search on various keywords, our pages will rank highly in
their search results.

Using online analytics tools, we will be able to see how many people click on various
links in our media campaigns to go to the landing pages and how many click to
download each game. However, online clicks cannot track users who use their mobile
phone to download the apps directly, which may comprise the bulk of our downloads.
For those, tracking of downloads is provided by the platform such as Appstore.

2.4 Target Market: Organizations Who Want to Reach Youth and Young Adults

Mobile game users consist of young people. Since the youth and young adult
demographic is so large, it is also very lucrative. There are countless products
targeting this demographic, from soda manufacturers to clothing designers to hair
product companies. This segment can also consist of recruiters, which can be for
military service or other jobs. Companies who already spend millions of dollars on
marketing to this group are regularly looking for newer, more creative ways to reach
this market to reinforce their brand and sell products.

2.4.1 Needs and Requirements

Organizations who want to reach males (and females, though it is a smaller proportion
of our defined customer base) between 13 and 25 realize that this group has a lot of
spending power. This age group is not yet used to saving money so they typically
spend a lot of what they earn. Vice Presidents and Chief Marketing Officers of these
organizations want to reach this market early and need to do so in catchy, creative
ways.

Much to the dismay of an older generation, teens and young adults are reading less
and spending more time in front of a screen, whether it be television, a computer or a
mobile phone with a variety of applications. The VP or CMO needs to reach their
target market where they hang out. They typically have large budgets to spend on
marketing and are not afraid to try new things, as long as they show results.

The typical tenure of a VP or CMO is about 3 years so there is a good deal of industry
churn. This is a good thing for us in the sense that when a senior executive like this
leaves to go to another company and they have had a good experience with our
products and services, they are likely to hire us to create similar results for them in
their new position.

Our job is to make them look good to their superiors by getting them more entrenched
with the demographic they are trying to reach.

2.4.2 Distribution Channels

Reaching senior marketing executives is typically done through a variety of means.

Since we have limited resources and need to manage our finances very effectively, we
will focus on two: advertising and networking. The advertising will primarily be
online via search engine ads so we can see the results within days instead of not
knowing whether a print ad has any effect. We have identified 4 trade shows and 3
conferences that these executives typically attend over the course of a year. Part of our
marketing plan is to attend these events to network with these potential buyers. We
also will submit responses to calls for papers to be speakers at some of the events
when possible.

2.4.3 Competitive Forces

As with the mobile game user segment, there are a lot of software developers
targeting organizations to build custom games. Some are developing games overseas
at lower costs. Even some of the larger domestic companies outsource portions of
their game development. In order to keep up with pricing pressures, we have
established ties with two overseas organizations to help us with game development.
That will enable our domestic staff to focus on marketing and on project management
as we release new games and create the game component libraries.

2.4.4 Communications

To get these high level executives, we will develop an online ad campaign with
landing pages containing lead generation forms that visitors can fill out to get
whitepapers on using mobile gaming to attract customers. Our white papers will
include the concept of embedding advertising within the games as well as examples of
custom games created just for a specific organization.

We also will network at major trade shows and conferences, including obtaining
speaking engagements where we can discuss case studies to expose our concepts and
strategies to the right level of buyer.
2.4.5 Keys to Success

The primary key to success is to be able to show case studies in which other
companies leveraged the power of mobile games to reach their market. This can be
tracked using metrics such as the number of times a gamer clicked on an ad embedded
into a game, the number of times a custom game was downloaded or an increase in
sales of the product being promoted. Success can also be tracked by industry buzz.

For example, fast food chain Burger King created a Facebook application that allowed
users to earn points for "unfriending" one of their friends. The application would show
the image of the friend burning. Upon burning 10 friends, the user would be entitled
to a free burger. Word of this application spread very quickly and quite a few
Facebook users enjoyed participating. This campaign did two things: generated traffic
into restaurants and generated a tremendous amount of media buzz. It cost
significantly less than a paid advertising campaign involving television time
purchases.

References:

http://www.morebusiness.com/templates_worksheets/bplans/printpre.brc

http://en.wikipedia.org/wiki/Mobile_news

http://www.chanimal.com/html/channel_marketing.html