The TribeQa Group

Amsterdam – San Francisco - Curaçao

“You can be the smartest person in the world, you can have the
very best ideas, but if you can’t sell them and you can’t get other
people to work with you, you’re not going to succeed.”

Hank Paulson
Treasury Secretary (former CEO Goldman Sachs)
The TribeQa Group

A Presentation For Investors

Marketing Strategies
Successful people always understand the How!

February 2008
Version: 1.0
Confidentiality: Level III
Content

3. The $64.000 Question

4. Our Message
5. Corporate Branding
6. Brand Story
7. Vision
8. Our mission
9. Brand Strategy
10. Marketing goals
11. Characteristics Brand Personality
12. Brand Personality
13. Brand Identity
14/15. Value Proposition
16. Brand: General features
17/19. Brand drivers
20. Brand Image
21. Who are our competitors?
22. Who are our Target Audiences?
23. Positioning Strategy
24. Why they will use us
25. Why we will grow fast
The $64.000 Question

Do you have the conviction that you are

managing your investment portfolio the
Smartest Way?

Do you build up your portfolio with superior

products?

NO, that’s why I become a member

because I want extra support of the Group
to improve my performance.

YES, that’s why I become a member,

because I share my knowledge while making
money as an associate producer.
Our Message

A group of more then 100.000 financial consumers

contribute their knowledge, experience and insight
in a huge Collective Brain that will intelligently
operate as an online Financial Coach. This Financial
Coach advices consumers how to improve their
own investment personality, build smarter
portfolios with superior products and use their
advisors better.

Even with limited knowledge and limited time our

members will still be able to achieve better results,
because of the support of the Group behind them.

What sets us apart from the Old way of thinking is

not what we do, but How we do it! We work
together with many thousands, each having only a
small piece of the puzzle, but together we own that
puzzle. We become the ultimate insider.

Our new way of thinking is rooted in common

sense that worked for ages: working together
yields better results, because together we are
smarter.
Corporate Branding

Our strong message needs to be backed

by a convincing brand that equips our
services with credibility that can’t be
reproduced with any sort of product-
focused marketing campaign. The
brand is build on

- a new vision
- the Wisdom of the Crowd
- a Collective Brain
- investigative, unbiased attitude
- strong defense interest members
- members having substantial power

In competing with the established

brands we turn the table in our
advantage by differentiating us ‘as the
new way of thinking’ versus ‘the old
worn out, traditional way’ of doing
business.
Brand Story

The founding partners have been active in the

financial industry for 25+ years. They saw too
many investors struggle with no strategy.

Many are advised by good willing, but mediocre

advisors. Finding a new advisor will lead to the
same trap, because its more of the same. The
solution needs to be fundamentally different.

As insiders, the founding partners know of better

alternatives. But how to do bring it to the public in
an effective way? Then the idea was born!

By uniting financial consumers in the Search for

the Top, a Collective and Intelligent Brain can be
created that intelligently can filter superior
products from the mediocre ones. Together
consumers are smarter then they think.

A new way of thinking emerges in the financial

world and the Group^IQ is the main frontrunner.
Vision

The consumer is confused and cannot see

beyond the marketing hype, sponsored media
or sales pitches. Marketing, not Quality is
leading. That needs to change, because superior
products never reach the public.

We envision a website where

- members profit from the Wisdom of the Crowd

- members get access to Top Products
- the influence of the Establishment is none
- the influence of consumers is large
- members get access to Smart Solutions solving
technical items implicitly
- compete with friends educating themselves as
Smarter Investors in a fun way

As a risk taker TribeQa can set it up commercially

and achieve great profits together with other risk
takers, be they investors and/or other members.
Our mission

Our vision inspires our mission statement.

It is our authentic commitment to
represent the interest of financial
consumers.

Making financial decisions easier for our

members by selecting and giving access to
superior strategies/products with the
assurance of shared and broad Validation
by the Group; thus empowering financial
consumers.

Our passion is to encourage members to

find, practical solutions that implicitly
solves the more technical details of
financial planning, portfolio and risk
management.
Brand Strategy

1. We create a likable Brand Personality whose

commitment and attitude is admired by our
target audiences.

2. We differentiate the Brand by focusing on the

How!

3. We communicate the general features to proof

that we are on equal footing with competitors.

4. We communicate the ‘driving’ features to

proof that we are a better alternative.

5. We conquer members in steps focusing on

psychological defined audiences by extending
our message with relevant features for a
particular group.

6. We focus on the Brand, never on the services.

Our messages are always a combination of
responding to an emotional need while offering
a rational justification.
Marketing goals *

1. 25%+ market share in Social Finance (EU)

2. Viral growth - every members introduces

on average 2 other members within the
first 3 months

3. Create traffic of 50.000 first time visitors

per year

4. Convert 10% of the first time visitors

5. Have a Prizes of 50.000.000 euros

6. Client loyalty - average life 7 years

7. Member retention of 95%

8. Acquisition cost $15 per member

9. Average spending members $250

* Figures are not yet determined

Characteristics Brand Personality

Emotional traits
Positive; stimulating; ambitious;
competitive; fair; original, independent
thinking; open; confident; protective

Rational traits
Strategic, analytical; organized;
leadership; solution minded; conceptual

Spiritual traits
International, unifying force, diversity,
teacher, guide, level playing field

These characteristics all blend into a

clear defined brand personality that
gives a Human Feel to our Brand.
Brand Personality

Our Brand Personality has an attitude

of an investigative reporter. As a
representative of the community she
‘confronts’ advisors seeking Top Quality.

With members our Personality assumes

the role of Coach Salomon explaining
the complex nature of Finance, yet also
critical of frivolous attitudes among
consumers demanding too much and
giving little.

In a casual, friendly style and with a

frank, sometimes ironic tone-of-voice
she is fair-minded and realistic.

Through experience he knows that even

the Best will not be Heaven on Earth.

Life is Hard, but it beats being dead.

Brand Identity

An important part of Brand Identity is the

passion to uncover real quality. We think
outside the box and together we work,
share, compete and challenge to get
unexpected new, universal solutions

As such, we are an innovating force that

challenges conventional thinking and
empowers financial consumers versus the
Financial Establishment.

Our likable Brand Personality and the

vision we stand for, will be admired, or at
least respected by our target audiences.

They trust a Personality like that and

accept criticism because they know that
they are looking out for their interests.
Value Proposition

We offer you a solution that will improve your chances on

higher performance. On our save* website you can buy and sell
high quality investment products through our state-of-the art
investment platform* . Our friendly staff gives you personal
service* and draft an Investment Plan. As your Financial Coach
they guard your interests*24/7* in a very discrete way*. Watch
us online* and become part of the Smart Crowd.

There is only one problem. Our competitors say the same thing.
Probably they are even more convincing, because they are big,
have cool commercials and advisors with nice ties. But think
again! The important difference is not what we all do, but How
we do it! Successful people always understand the How!

How do we do it? We unite thousands of financial consumers*

searching for the best products. Together we build the Wisdom
of the Crowd*, which beats any so-called guru and together we
find superior products* not easily found in your bank. But a
good product needs a good strategy to win! Therefore we have
made Smart Strategies* that solves the technical details
automatically.

We consolidate all your accounts in one track-record*, so you

finally know the performances of your totals assets and
individual portfolios.
 Value Proposition II

A bit more on the How. Together we integrate knowledge of

members, providers, analysts, competitors and our own Pro/Contra
Research* in our Collective Brain* that intelligently selects superior
products. The Best Selections make the Top15 Lists that makes for
easier decisions*. A Top15 Selection went through a rigorous Group
Validation Process* before it came on the List. A comfortable
thought when you buy. We also create extra liquidity* so you can
sell your shares with ease. It is good to know that TribeQa and
partners are investing their assets also with the help of Wisdom of
the Crowd

How do you contribute? You contribute by having fun competing

with your friends, trying to win Big prizes*, and become a better
investor*. You can do all this by playing the Championship Race*.

So join the Smart Crowd! We are independent*, simply because

our members determine the Selections; they have full insight in all
matters and control* to a large extent the services, advertisers,
web pages. Join us as a regular member or as an associate
producer*, who shares in the revenues up to 65%*.

We represent a new way of thinking that empowers us to become

the Ultimate Insider that uses the Establishment only when they
can bring a Top Quality Product to the table.

This is the Smart Way to achieve higher performance!

Brand: General features

We are the ‘outsider taking on the Establishment’

and our ‘smallness’ validates our mission. Yet we
need to prove that our basic features are solid.

a. Friendly Personal service.

An intelligent system of member support

b. Discretion
Indexed Portfolio and use of Alias in Rankings

c. Reliability
Our commitment to defend consumer interest

d. Availability
A website 24/7 with 99% uptime.

g. Prestige
We offer the prestige of the Smart Crowd

i. Web safety
Hacker proof web environment
j. Investment Plan
The plan that describes strategy, goals, etc
Brand drivers

Our driving features sets us apart and they are

important to customers

1. Wisdom of the Crowd

The collective intelligence of the community
Need for Higher Performance ‘proven’ by Track record

2. Great Offers Top products

The broad Search by many will lead to superior products.
Need for Higher Performance ‘proven’ by Track record

3. Collective Brain
Collective knowledge, experience, info and insights collected in
one intelligent dbase creating the ultimate insider.
Need for unbiased advice ‘proven’ by Testimonials RVT

4. Group Validation
A Top15 Selection has to pass several rounds of approvals of the
Group,
Need for reduced risk ‘proven’ by the process itself

5. Pro/Contra Research
Our investigative attitude we uncover the hype of mediocre
products.
Need for reduced risk ‘proven’ by TribeQaTV
Brand drivers II

6. Revenue Sharing
Members who work with us share in the revenues.
Need for partnerships ‘proven’ by legal contracts.
7. Power Sharing
Members have strong conrol on matters through RVT and voting.
Need for control ‘proven’ by legal contracts.
8. Easier decisions
The process of selections begets Top15 Lists.
Need for timesaving/ reduced risk ‘proven’ by testimonials press
9. Pricing- Value for money
A premium service for a fair and 100% disclosed price. Active
members receive discounts.
Need for cost reduction ‘proven’ legal contracts
10. Micro-Loans & Investment Plan
All Prizes are invested funds, micro-loans and young, starting
companies. Cashflow is paid out the members.
Need for socially relevant investing ‘proven’ legal contracts
11. Big Prizes
Win prizes like a $1.000.000 investment portfolio for one year.
Need for the Greed Factor ‘proven’ by legal contracts
Brand drivers III

12. Liquidity
TribeQa will run ‘ Book’ on VIP Specials.
Need for reduced risk ‘proven’ by legal contracts
13. Partners co-invest in Top15
Disclosing (%) partners investments through Collective Brains.
Need for Validation ‘proven’ by RVT

14. Profit sharing

Members can be become shareholders.
Need for partnerships ‘proven’ by legal contracts

15. Smart Strategies

We solve all portfolio management intelligently so the
average member can set up a portfolio in less then 15 min.
Need for time-savings ‘proven’ by testimonials users/press

16. Consolidated Performance Track-record

We consolidate all your accounts anywhere.
Need for oversight ‘proven’ by testimonials users/press

17. The Movement

We unite financial consumer
Need for social structure ‘proven’ by Volume
Brand Image

We are successful if the public

perceives us as

- A solution that makes decisions easier

- Different from the rest
- An easy way to get access to Top
- Objective, comprehensible opinions
- a community of us all and run by us all
- a partner you can trust and depend on
- has made me smarter

Building consumer awareness,

communicating the message and
especially creating member loyalty
takes time, but the Profits will be
huge.
 Who are our competitors?

We compete with all Int. Social Finance Sites

financial participants to be - Comp. Intensity (**) Entrance (*)
the No.1 Amigo who owns
Independent Financial Advisors
the client relation. (**) (*)
Financial Advisory Sites
In our segment Social (**) (**)
Finance we have no direct Comparison Sites
European competitor. (***) (***)
Research Outfits
Direct competition is (**) (**)
desired, because it also Broker Platforms
legitimize us. (*) (***)
Third-Party distributors
Anybody can copy anything (*****) (****)
Large Financial Institutions
from anybody. The
(*****) (*)
prohibitive part for big Smaller Providers of Products
brands is to change their (***) (-)
business model and their
mindset to copy us.
IEX and Fundix are the most
Fist-mover advantage is likely candidates the expand
great, but is not necessary their current website to include
for success. social intelligence is someway.
Who are our Target Audiences?

Many Financial Consumers with liquid assets in

excess of $10.000,- stay put because of the
hassle to open up an new account given the
‘sameness’ of the alternatives.

Their attitude is ambiguous. They prefer a long

term relationship with a good advisor, but
cannot resist a great offer from somebody else.

The War is fought in the underbelly/brain,

therefore we define our audiences in
psychological terms.
- The Intelligent Crowd: creative and ambitious.
- The Opportunistic Crowd: Confident & Pragmatic
- The Insecure Crowd: Insecure & not decisive

From these groups we first target the Crowd

that (a) thinks independently; (b) is ambitious,
(c) open to education and (d) who is
competitive.
Positioning Strategy

I. Attack The Early Adopters

We address our Early Adopters as Allies in a great
Adventure. They buy the Dream. And they like to
compete in the Race

II. Cross The Big Chasm for the Early

Majority
The Early Majority likes the Early Adopters, but
sees them as romantic dreamers. They need proof-
of-concept. We address them as smart people
knowing when to take advantage of a good deal.

III. Cross the Chasm for the Late

Majority
The Insecure Crowd is lost in the wilderness.
They admire the early Majority for their
confidence, but perceives them as ‘frivolous’ on
risk. The Late Majority need strong testimonials.
With them we focus on reducing unnecessary
risk through the Group Validation.
Why they will use us

Most people are not financially active. They

find it complex and it confronts them with
their inabilities. We want them to be more
active; so we need to change their mindset.

Emotional: Presenting “Great Offers” triggers

the Greed Factor.

Rational: The Collective Brains + The Crowd

Validation + Group Power addresses the Fear
Factor.

Status: Intelligent people belong to the

Smart Crowd.

Social: It is Fun to compete with your friends.

Psychological: Can you really afford not to

use us?

Physical: Playing the Race + our Highlight

Mailings will make them more active.
Why we will grow fast

The TV Show MyMon€y, our FG Campaign and other

actions will create awareness and traffic from
consumers and the financial Incrowd. But Viral
growth is achieved through the Championship Race.

The Race is the key element in the success of the

enterprise. Why will they play it?

- Social commitment. Everybody plays the Race and

helps to build the Collective Brains.

- Personal Profit. High and frequent Prizes.

- Fun. The Race is serious fun, competing with

friends. It brings you closer to your friends.

- Education. Playing makes you a Smarter investor.

Every player can dramatically increase his winning

chances by introducing their Smart (!) friends.
Contact information

The TribeQa Group

Amsterdam – San Francisco - Curaçao

Darwinplantsoen 5,
P.O.Box 3743
1001 AM AMSTERDAM

Contact Robert L. Eikelboom

Cell +31-6-51.11.43.25
Fax +31-20-46.39.249
E-mail rle@tribeqa.com