1、本文由【中文word文檔庫】 搜集整理。中文word文檔庫免費提供海量教學(xué)資料、行業(yè)資料、范文模板、應(yīng)用文書、考試學(xué)習(xí)和社會經(jīng)濟(jì)等word文檔Tianjin NETV Media CorporationHealth Management & Media PlatformExecutive Summary ofBusiness PlanTime July of 2006ContactHaiyan PengPosition CEOTel8622-83712287Fax8622-83712330E-mailhaiyannetv.cchaiyan_pengAddSuite 405, Haita

2、i Building BTianjin Hi-Tech Industry ParkTianjin, 300384China1 The Company1.1 The introductionTianjin NETV Media Company was set up at Tianjin Hi-Tech Industry Park in March of 2005. Since then, we have used NETV as a brand name to build a health management & media platform, which consists of a

3、out-door health media network into hospitals and an in-door health management portal into personal users. We want to help traditional health services providers with new technology and media, and to create a new business model to combine personal health management with public health media. 1.2 The Bu

4、siness ModelWe have built up a unique business model with new concept of personal health management system with network-connected health media terminals in hospitals. There is no pioneer to follow, so we are differentiated from all others. We use IPTV technology to make each terminal controlled by c

5、entral station, interactive with users and broadcast different contents in real time. Now let describe our business model in a simple way:1) We provide value-added service by making and broadcasting contents for all hospitals through our health media network;2) We use these services to exchange for

6、hospitals resources at favorable price and exclusive free space for our terminals;3) We make use of those resources to provide value-added service to our members so they could receive preferential service at low price in the hospitals. 4) Our health media terminals will promote our health management

7、 service to attract all viewers in the hospitals.How do we make money?1) We make money from advertises which are put by drug companies, medical device companies etc.2) We make money form membership fee paid by users who use our health management service. Our business model is rather complicated than

8、 others because we realize that if we act as a health portal by combining traditional health service with Internet and media, we must tie up with hospitals closely and make full use of their resources to reach win-win result and long-term cooperation.1.3 Management team l Haiyan PengCEO & Founde

9、r Mr. Peng earned his bachelor degree in Electrical Engineering from Beijing Aeronautics and Astronautics University in 1982, MBA in Finance from University of Connecticut in 1990 and MS in System Engineering from University of Connecticut in 1992. He then worked for Lotus Development Corp., Chase M

10、anhattan Bank and Ernst Young LLP from 1992 to 1998. During this period, he was involved in developing Notes 4.5 and 4.6, and was in charge of the design and development of Bank Account Opening System and Accounting Receivable System. He came back to China in 1999, set up an IT company with Sunco Co

11、rp., and led the development of a famous online apartment trading and renting site (), which got Softbank & Carlyle Group $45 millions investment in 2005. In 2001, he founded Blue Sword Network TV Corp. and realized that streaming video would become the trend of next generation of Internet media

12、. The company has engaged in network TV field with a successful record. He then set up NETV Media Corp. in 2005, focusing on health management & media area. l Ruiming ZhaoVice President of FinanceMr. Zhao earned his Master degree from Tianjin University in 1993and then held different management

13、positions in Shenzhen Huawei Corp. and Singapore Seiko Corp. He came back to China in 2000 after receiving his MS in Mgt. of Technology degree from National University of Singapore, and then worked for Tianjin Zhongji Group Corp. in charge of groups investment and business administration. He joined

14、Tianjin Venture Capital Management Corp. in 2002 as Manager of Investment Dept. and participated in venture capital investment. During this period, he helped the company invest in area of construction material, electronic device and was appointed as financial advisor for several companies. He has un

15、ique opinion and practical experience on companys development strategy, financial management and fund raising. He took position of Vice President for Finance in NETV Media Corp.l Liang ZhangVice President of MarketingMr. Zhang graduated from Nankai University in 1998 with a bachelor degree in comput

16、er science. He then worked for Tianjin Zhonghuan Network Laboratory with responsibility of marketing streaming video solutions to network operators, developing cooperation with content providers and promoting broadband services to the consumers. During his tenure, he helped the company build success

17、ful relationship with several large media companies such as Xinmei Media, Shanghai Wenguang Group, Meiyan Media etc., and sign co-operating agreement with Beijing Telecom, Hebei Telecom and Daqin Netcom etc. He joined Blue Sword in 2004 as Chief Marketing Officer to strengthen our marketing power. l

18、 Yaobo Deng Vice President of TechnologyMr. Deng graduated from Tianjin University in1991 and has worked in software industry since. He has 13 years experience in software development, project planning & management, system analysis, structure design. The products he was in charge of have sold mo

19、re than 50,000 units all over the China, which gained him high reputation from government agencies & software industry. Under his leadership, his previous employer has successfully implemented software workshop management system and created many better and quicker software development procedures

20、. Mr. Deng joined Blue Sword in 2002 and is responsible for software development and system integration.2 Structure of platform2.1 ComponentsThe Health Management and Media Platform (HM&MP) consist of three components. 1) Health Media Terminals, which are network-connected and IPTV technology-ba

21、sed big screens and are installed in waiting room, entry hall of hospitals where people gather and stay. While people are waiting tiresomely, our terminals will display video health contents and useful information to attract their eyeball and interests. At the mean time insert advertisements. All in

22、stalled terminals are free of charge from hospitals with exclusive right.2) Health Management Portal, which is based on health management theory and resources we got from hospitals, provides users with health evaluation, health advices and analysis, health examining and tracking, online-diagnosis, o

23、nline-appointment, act as a health portal between users and doctors, and become a cyber space for them to communicate, providing/receiving services. 3) Mobile Support System, which is used for mobile phones to interactive with the platform by SM, MMS. The members can ask questions, get answer and re

24、ceive MMS based Health Daily, as well as other personalized services from their mobile phones. Three components will promote and support each other, and turn into a complete and complex platform to meet business models needs. 2.2 Targeted Users:1) Members: who pay attention to their health and willi

25、ng to receive our health management service;2) Service Providers: hospitals and doctors, who provide health services through our portal;3) Advertiser: drug and medical device companies who put ad onto my health media terminals; 2.3 The list of servicesWe will help our members to reduce the cost, inc

26、rease efficiency and personalize the process to make our service useful and attractive, therefore really add value to it and get more members. We will start several services at first, more in the near future when we finish our negotiation with other hospitals. Current available services are:þ H

27、ealth evaluation: members could evaluate their health conditions interactively with expert system;þ Health advices and analysis: members could get health advices and analysis from support doctors, online or through mobile phone SM; þ Health examining and tracking: members could receive hea

28、lth examining periodically at discount price, our system will keep and track their health records, and send auto alter if necessary. þ Online-diagnosis: in stead of face to face, members could use our video diagnosis system to see doctor remotely in real time; þ Online-appointment: members

29、 could make an appointment with a doctor online or through mobile phone SM;þ MMS Health Daily: members would receive MMS based Health Daily to know more health knowledge and information;þ Health VOD: members could watch health lectures on video, online and on demand, which we have made thr

30、ough the help from hospitals and doctors; þ Price discount: members will get preferential service at discounted price when they go to our co-operated hospitals;þ Content making and broadcasting: we will create contents for service providers, such as hospital overviews, doctor briefs, healt

31、h related lectures, in type of writing, photo, video. We will publish these contents in our portal and MMS based Health Daily, and broadcast video onto our health media terminals;þ Advertisement: we will help suppliers to improve their ad quality and effectiveness by putting their ad in our por

32、tal, MMS based Health Daily as well as health media terminals, which will especially be attractive for drugs, nutrition, medical devices and consumer products. 3 Current Status3.1 Health Media TerminalsIn March of 2005, our Health Media Terminals was designated as part of Tianjin Public Health Emerg

33、ence Information System by Tianjin government through an official document. Our terminals were authorized to put into all hospitals and will play important role to broadcast real time information when emergence occurs. So far, we have signed 70 hospitals and entered 50 with 70 terminals. We plan to

34、enter 90 hospitals with 200 terminals in 2006. Each terminal broadcasts different contents depending on its location and hospital type. Each day, we have 10 hour broadcasting time and divided into several categories such as news, health knowledge, entertainment, introduction, lecture, etc. About hal

35、f time is used for information and knowledge, another half time for advertisement and commercial promotion. All different contents are mixed to achieve higher attention and effectiveness. We have built a strong relationship with other media such as People Daily, Xinhua New Agency, Tianjin Jinwan Med

36、ia Group, Tianjin TV station to swap media resources and to expand ad market.3.2 Health Management PortalMeanwhile we are in the process to negotiate with hospital to get more resources and develop our health management portal. It is very important to have more hospitals join us to contribute more s

37、ervice items at large discount. From long run, the membership fee will be our important income source whereas ad income is dominant in first a few years. We are testing our portal at v.cc and adding more functions and utilities to meet peoples increasing health needs. We have gained solid support fr

38、om related government agencies such as Public Health, Drug Administration and Social Security Administration, and worked closely with central hospitals, community hospitals, health examination companies and physical exercise companies. We will make full use of our advantage of health media terminal

39、in hospitals to promote our health management portal when it is open to public, which is scheduled in Oct. of 2006. We plan to have 50,000 registered users and 10,000 paying members at the end of 2006.3.3 Mobile Support SystemMobile Support System is also in the process to develop. The members will

40、be able to use their mobile phone to register, send question, receive answer, make doctor appointment and retrieve related health information. Also MMS based Health Daily has been tested successfully and we are in the process to talk with potential monthly sponsors.3.4 MarketingWe have work hard to

41、make profit. Currently only Health Media Terminals have been installed into hospitals and our main work is to sell our ad time. So far we have signed $550,000 conditional agreement, which means as soon as the number of terminals exceeds 200; the advertisers will begin their payment to us. We will in

42、stall another 100 terminals in two moths into signed hospitals and increase terminals in some central hospitals. We also work with advertising companies to learn their expertise and have them help us selling ad time. There are some good opportunities for us to grow fast. One is that the drug will be

43、 separated from hospital in next a few years, so drug companies will have to advertise their products in the hospital; two is that many big cities in China is cutting outdoor ad board up to 60% in next a few years, so advertiser will have to looking for new media to replace it.4 Financial Estimation

44、All estimations are very conservative, based on 5 year period and 12 cities only. 4.1 Investment PlanMillion USDContents20052006e2007e2008e2009e5 Year TotalCentral station software & Hardware0.19 0.19 0.38 0.75 0.75 2.25 New added cities1 1 2 4 4 Accumulated cities1 2 4 8 12 New added terminals5

45、0 350 400 800 800 Accumulated terminals50 400 800 1,600 2,400 New added users(1,000) 0.0 2.0 20.0 35.0 70.0 Accumulated users(1,000)0.0 2.0 22.0 57.0 127.0 New added members(1,000)0.0 0.4 4.0 7.0 14.0 Accumulated members(1,000)0.0 0.4 4.4 11.4 25.4 Terminals & installation expense0.09 0.66 0.75

46、1.50 1.50 4.50 Content making expense0.03 0.10 0.13 0.25 0.25 0.75 Mobile support system expense0.01 0.06 0.08 0.15 0.15 0.45 Total0.32 1.01 1.33 2.65 2.65 7.95 Notes: $200,000/city The number of users and members are estimated from Oct of 2006.$2,000/terminal, 200 sets of terminal/city, Tianjin has

47、 installed 50 in 2005, will install another 150 in 2006 $65,000/city $40,000/city4.2 IncomeMillion USDContents20052006e2007e2008e2009e5 Year TotalTotal Income 0 0.62 2.90 9.28 19.06 31.85 Ad Price(1,000/30second/city)0 0.03 0.04 0.04 0.05 Number of cities 0 24812Number of Ads per city0 10162530Accum

48、ulated members(1,000)0 0.441125Membership fee0 0.02 0.50 1.28 2.86 Total Expense0.19 1.41 2.20 3.76 5.16 12.71 Marketing Entry Fee0.06 0.13 0.25 0.50 0.50 1.44 Promotion Fee0.03 0.13 0.13 0.13 0.13 0.53 Operation Central Station IDC Hosting Fee0.01 0.15 0.15 0.15 0.15 0.61 ADSL for terminals 0.01 0.

49、10 0.15 0.15 0.15 0.56 Content Making0.01 0.06 0.06 0.13 0.13 0.38 Content Right Fee0.01 0.06 0.06 0.06 0.06 0.26 Salary and Administration fee0.06 0.38 0.50 0.63 0.63 2.19 Terminal Maintenance Fee0.01 0.05 0.10 0.20 0.30 0.66 Financial Cost0.00 0.05 0.05 0.05 0.05 0.20 Fixed Asset depreciation0.01

50、0.26 0.51 1.03 1.54 3.35 Sales Tax0.00 0.05 0.23 0.74 1.53 2.55 Profit-0.19 -0.79 0.70 5.52 13.90 19.15 Taxable Amount0.00 0.00 -0.28 5.24 19.15 24.11 Income Tax0.00 0.00 0.00 1.73 6.32 8.05 Profit after Tax-0.19 -0.79 0.70 3.79 7.59 11.10 Notes: Already consider installation period, discount rate a

51、nd profit sharing Only count 12 potential cities IDC cost $6,000/year/city and ADSL $150/line/year Only need to buy one for China market 8% of sale amount4.3 Cash FlowMillion USDContent20052006e2007e2008e2009e5 Year TotalCash Inflow0.00 0.62 2.90 9.28 19.06 31.85 Cash flow from services0.00 0.62 2.9

52、0 9.28 19.06 Cash Outflow0.50 2.16 3.01 7.11 12.58 25.35 Cash paid to fixed asset0.32 1.01 1.33 2.65 2.65 Cash paid to operation0.19 1.41 2.20 3.76 5.16 (-)depreciation0.01 0.26 0.51 1.03 1.54 Income tax0.00 0.00 0.00 1.73 6.32 Net cash flow from business activities-0.50 -1.54 -0.11 2.17 6.48 6.50 A

53、ccumulated net cash flow-0.50 -2.04 -2.15 0.02 6.50 5 Future Plan 5.1 Business Expansion PlanWe will expand into other cities after we have tested our business model successfully in Tianjin. Because we do not have enough funding for fast expanding now, we plan to enter 1 other city in 2006, 2 in 2007 , 4 in 2008 and 4 in 2009, and reach total 12 cities. Each city will have 200 terminals with total 24,000, and cover 150 million views ea