SilverSilver

An online resource for seniors

Adam Bowser

SilverSilver

Yahoo! Silvero Yahoo! Silver will be the most comprehensive and

easiest to use online resource available for seniors.o Advantages:

Ease of use “One-stop shopping” Partnerships with retirement communities,

advertisers, experts, etc. Strength of the Yahoo! brand & resources Targeted audience (55+)

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o Provide users with a focused website of content pertinent to their demographic

o Allow user to create a personal profile to allow Yahoo! to customize the sites content and cater to their interests

o Users will be able to navigate to various specialized areas:• Health and Wellness section to provide information on

the newest trends and ways to lead a healthy and vibrant lifestyle.

• Entertainment section covering industry news and providing portals to access users favorite sources of entertainment such as movies, music, theatre, and sports

• Travel section will cover vacation hotspots and provide information for unique traveling opportunities from safaris to cruises

• Shopping section will include information on the latest products and discounts available to the 55+ demographic

• Links to expert blogs will be available covering topics such as healthcare, traveling, consumer advice etc.

Services

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o Content would come from other senior-targeted sources such as: Retirement Living Television

Partner with RLTV to stream their videos and link their website

o Stream news feeds provided by CNN, MSNBC, and local news

o Stream news and entertainment radio from satellite sources already available

o Healthcare information from sites such as WebMDo Expert blogs from the travel and health industries to

provide the latest updates and insights to our userso Yahoo! casual games

Chess, Checkers, Hearts, Spades, etco Allow users to play other users and develop online

friendships

Source of Content

SilverSilverBusiness Model

o Constantly growing senior population

o Concentrated demographic for targeted ads

o Seniors make up 15% of online community, this number will only increase

SilverSilverExpenses & Revenueso Website development, market research, cross-channel

marketing, business partnerships and regular site maintenance

o Ad-based revenue: 15% online are seniorsYahoo total ad revenue: $5.257 billion Incremental assumption of total ad revenue.

FY1 FY2 FY3Development costs

150K market research100K website develop.400K marketing

250K marketing 250K marketing

Ad-BasedRevenues

8% of ad revenues420.5 MM

10% of total525.7 MM

12% of total630.8 MM

60/40Yahoo Profit

168.2 MM 210.3 MM 252.3 MM

SilverSilverMarketing/Advertising Strategyo Radioo TV

Price is Right, Jeopardy, Antique Roadshowo Print

AARP, Good Life, Living Wello Emails to current Yahoo userso Ads in other sections of Yahoo

SilverSilverMarketing/Advertising Strategyo Partnerships with retirement communities

Communities get listed and advertised on Yahoo Yahoo gets targeted exposure through training and

promotional programs within the communities