Manufacturer-Distributor of Western, English, Charro & Custom Equestrian Goods

Comfortable. Durable. Affordable.

Every ASC saddle isbuilt on the IndUStree™

saddle tree.

Texas StyleSaddles

and Tack

Contents3 History of the Western Saddle

4 The Market

6 The Customer

8 ASC Brand

10 ASC Products

18 The Opportunity

20 Unbridled Potential

22 ASC Advantage

Every ASC saddle isbuilt on the IndUStree™

saddle tree.

For more information, please call:817-372-4636, 817-237-3075info@americansaddlecompany.com

Early SaddlesThere is verifiable evidence that the first predecessor to the modern day saddle was not in use until about 700-800 BC. However, they had neither a solid tree nor stirrups. The earliest saddles were just simple padsseen by 800 BC, with the saddle tree coming into use by 200 BC and paired stirrups by 302 AD. Western saddles in the styles seen today date back to the 18th and 19th centuries.

The StirrupThe first stirrup-like object was invented in India in thesecond century BC and consisted of a simple leatherstrap in which the rider's toe was placed. The nomadictribes in northern China are thought to have been theinventors of the modern stirrup. The stirrup appeared tobe in widespread use across China by 477 AD whichthen spread to Europe. This invention gave great support for the rider.

The Saddle TreeThe development of the solid saddle tree raised the riderabove the horse's back and distributed the rider's weighton either side of the animal's spine. The tree reduced theforce directed on the rider’s seat bones and on any onepart of the horse's back. This greatly increased thecomfort of the rider and the horse while also prolongingits useful life. After having problems with conventionalwooden trees, horsemen demanded a new innovation forthe solution. With a new technology faced the challengevery positively and developed the fiberglass tree for themodern world. This innovation helped the horse industryaround the world.

First Saddles in North AmericaThe first horses to arrived in America were transportedby Christopher Columbus on his second voyage alongwith two basic styles of saddles, the Moorish and theVaquero saddle. The saddle we now know as thewestern saddle is actually an evolved version of theMoorish Spanish Vaquero’s saddle used by the workingcowboys from the areas of New Mexico, Mexico-NewSpain and Texas in the early 19th century.

History of theWestern Saddle

MoorishSaddle Style

VaqueroSaddle Style

3

The Market

Statement of PurposeThe information compiled in this document is meant to showcase the American Saddle Company and to fulfill theneeds of any saddle distribution company looking for an opportunity to work directly with a saddle manufacturer.

World Horse Population58,372,106 AHC

United States 9,402,450

Mexico 6,260,000

Brazil 5,787,249

Argentina 3,655,000

Colombia 2,533,621

Mongolia 2,029,100

India* 1,700,000

Ethiopia 1,655,383

Russian Federation 1,319,358

Kazakhstsan 1,163,500

Guam (20) and Grenada (30) had the lowest totals.

Two countries, Rwanda and St. Helena,reported no horses.

Oct 1, 2007, DVM NEWSMAGAZINEA separate independent study by the American HorseCouncil (AHC) in 2005 (based on 2004 statistics)showed a U.S. horse population of 9,223,000, whichwould indicate that U.S. equine numbers rose bynearly 300,000 in just over a year.• National Research Centre on Equines, IndianCouncil of Agricultural Research

U.S. Horse Populationapprox. 9.5 million AHC

Texas 978,822

California 698,345

Florida 500,124

Oklahoma 326,134

Kentucky 320,173

Ohio 306,898

Missouri 281,255Rhode Island had the fewest horses, with 3,059,followed by the District of Columbia, reporting afluctuating total of about 33.Oct 1, 2007, DVM NEWSMAGAZINE

$39-$102 billion impact on U. S. economyThe horse industry has a direct impact of$39 billion on the U. S. economy and anoverall impact of $102 billion when factoringin indirect and induced spending.

American Horse Council (AHC) in 2005

41% of the U.S. horseindustry is recreationalhorsesRecreational horse use is the largestsegment of the horse industry, with 3.9 million horses.

American Horse Council (AHC) in 2005

Industry supports 1 full-time employee to every 7 horses

2006 Global Horse Population report from theFood and Agriculture Organization of the UnitedNations.

114 million households in the U.S.

4% U.S. households own horses3% U.S. households use boarding stables

Custom Saddles Reportby the American SaddleMakers Associationpublished their minimumnational average baseprice guidelines for acustom working / ropingsaddle is $3,150Material Cost $1,018Labor Cost $870-$2,488

5

The Customer

The TargetFor Ropers and Ranch Hands who require a comfortable, durable and affordable saddle.

Target Customer Group / NeedTo Ropers and Ranch Hands who need a saddle that will give hours of pleasure on the horse and hold up to the demands of daily use without requiring a major investment.

The American Saddle CompanyIs a manufacturer-distributer of high quality hand-madeWestern & English saddles and equestrian goods. A world leader in leather craftsmanship.

Product Benefit Holds up to the demands of daily use and is comfortable, durable and affordable.

Customer BenefitGives me hours of pleasure on my horse with greatsavings. Safer unbreakable saddle tree.

Emotional BenefitBetter for me and my horse

Social BenefitWhile I am enjoying my saddle I know I am helpingdestitute children in Africa and South Asia.

Reason-Why• IndUStree™ Our exclusive patent pending steelreenforced Saddle Tree, Unbreakable. Lifetime Warranty. Fits most quarter horses.

• Great price benefits

• Surpasses international industry requirements

• Celebrity endorsements

Brand CharacterThe brand character is rugged, tenacious, innovative,passionate, competitive, practical, yet affordable

7

The American Saddle CompanyManufacturer of quality hand-made Western & English Saddles, Tack and Equestrian at an affordable price.

The Brand

Ask how to SAVE more

The corporate logo of theAmerican Saddle Company

www.americansaddlecompany.com

The American Saddle House is the official name for ASC corporate retail outlets (Kiosks, Rodeo

Exhibits, Retail Stores, Mobile Trailers).www.americansaddlehouse.com

IndUStree™ is the official brand of the saddletree manufactured by the American SaddleCompany. All ASC saddles are built on the

IndUStree™ saddle tree.

IndUStirrups™ is the official brand of the stirrups that are manufactured by the

American Saddle Company

IndUSpad™ is the official brand of the saddle pads that are manufactured by the

American Saddle Company.

The official logo of the American Saddle Club.The American Saddle Club is the customer

loyalty marketing program.www.americansaddleclub.com

American Collection™ is the over-all brand identity for American Saddle Companymanufactured western products such asWestern Ware, Boots, Belts, Purses, etc.

The American Saddle CompanyD-Rings, ASC Concho, ASC Buckles

and other saddle and tack hardware are manufactured, owned, and controlled by

the American Saddle Company.

9

ASC Saddles

ASC ProductsAll together a very pleasant experience for the rider and the horse.

A Blend of Style and Performance

Here is a serious effort by the AmericanSaddle Co. to create for you a roping saddlein true American cowboy tradition— TexasStyle. Hand-carved and hand-cut leatherbuilt on our very own engineeredIndUStree™ saddle tree eagerly ready tohandle the unexpected test.

One look will tell you we have committed alot of attention to achieve the feel of acustom saddle. The result is a Texas stylesaddle hand-made by world class craftsmenunder the scrutiny of the Texas cowboy.

When you lay eyes on a ASC saddle youare sure to experience one of those rareinstances when the heart and the mindagree. Your heart falls in love with thecraftsmanship. A fine blend of IndUStree™performance and legacy satisfaction. Acomfort you might not expect for the price.

This saddle fits most quarter horses.

Every ASC saddle isbuilt on the IndUStree™

saddle tree.

4 5 6

1 Professional Series3/4 Hand-Carved, Unoiled, IndUStree™2 Competition Series1/2 Hand-Carved with stained highlights, IndUStree™3 RoughoutIndUStree™4 Lite Show SaddleFully Hand-Carved and Hand-Tooled, IndUStree™5 Show SaddleFully Hand-Carved, Silver, Accessories, IndUStree™ 6 Ranch SaddleRoughout with Hand-Tooling, IndUStree™ 7 Charro SaddleMexican saddle, Tan Finish, IndUStree™8 English SaddleTexas-Style Hand-Carved, IndUStree™

321

87

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1 3

2

ASC TackTexas-Style, Hand-Made, Genuine Leather.Heavy Duty Construction.

1 ASC One-Ear Headstall (Rawhide Braided) Easy fasten hardware, hand-braided Rawhide and Latigo2 ASC Brest CollarHand-carved, Heavy Duty, Latigo Backed3 ASC Headstall with CrossHand-carved, Heavy Duty, Latigo Backed, Hair on hide, Tassels4 ASC Back CinchHand-Tooled, Heavy Duty, Latigo Backed, Copper Rivets5 ASC One-Ear Headstall with StarHand-Carved, Heavy Duty, Latigo Backed6 ASC Nose BandHand-Carved, Heavy Duty, Latigo Backed

5 6

4

Every piece of ASC Tack is carefully made andinspected to exceed standards and to offer a positivecustomer experience. Using only the choice leatherand hand-cutting select for maximum performance.ASC Texas-Style Tack are individually made to hold

up for enjoyable use ride after ride. The latigo backstays next to your horse to protect the leather frommoisture. Latigo is treated to make it water resistant.Each ASC accessory is hand-made by world classcraftsman. No cutting or stamping dies are used.

17

Saddle Trees

tree? The ASC team kept prodding me, so I called overthe forklift operator and the drama began.

We set the tree on the parking lot and watched as thefork lift rolled toward the IndUStree™ and drove overthe tree. Our six-foot four saddle maker —half-cocky—picked up the IndUStree™ and put his 300 pounds ofsolid mussel over it to tried to finish it off. But, hecouldn’t. Instead, he rose up, saying. “I could build asaddle on this tree we just ran over”.

The owner shouted, “bring me one of our trees andcommanded the driver to run over it too”. He picked uphis tree disappointed and said, “cut the horn off andthrow the tree in the dumpster.”

“I purchased an IndUStree™ on the spot and built asaddle on it; I called in a Pro Rodeo Roper. I told him, totake this saddle and abuse it, try to break it, and bring itback and let me look it over.” After the season thecowboy returned with the saddle saying, “I couldn’tbreak it.” All I can say is, “it’s very comfortable.”

Texas Saddle Maker / Western Store Owner

2,667 lbs. Runaway Bull in the PastureIn one afternoon, cowboy Jack on his saddle built on ourIndUStree™ heard two of his partners saddles break.Jack had already become aware of the IndUStree™advantage first-hand. “That day was no different”, saidJack. “No one was willing to go after the big bull. So Isized him up, roped that big bull and hung on. My horsewas almost sitting as the bull dragged us. Then to mysurprise that huge animal leaped the fence, then, twomore fences. Finally we got him in the trailer anddelivered him. I knew the bull was big, but, neverimagined he weighed 2,667 pounds. I had my saddlebuilt on the IndUStree™. I knew my saddle could holdhim. IndUStree™ is the only saddle tree brand I have notbroke. And, I have broke them all.”

Professional Red River Cowboy

11,500 lbs. Forklift Runover in Parking Lot“I am a saddle maker and major retail owner.” My nameis Jim. “I was challenged to run over an IndUStree™brand saddle tree with our 11,500 pound fork lift loadinghay bails out in the parking lot. I said, why waist a good

Torture Test Creates Brand Loyalty

13

Every ASC saddle isbuilt on the IndUStree™

saddle tree.

ASC Wood Finish IndUStirrups™Made from the same material as the IndUStree™. Thesewide-mouth wood finish stirrups are a perfect choice forsaddle makers to cover in leather to match the saddle.More profit for the saddle maker is a benefit to beconsidered. IndUStirrups™ are unbreakable and steelreinforced.

ASC Rawhide IndUStirrups™This is the Wood Finish stirrup covered in heavy duty rawhide with latigo stiching. Ready to use.IndUStirrups™ are unbreakable and steel reinforced.

ASC Aluminum IndUStirrups™Made from solid heavy duty hand-engraved aluminumwide-mouth stirrups that will adorn your saddle foryears to come.

IndUSpad™ is a hand-made, heavy duty, original 100%wool saddle pad. A natural solution next to your horse.Wool breaths. Made for the comfort of your horse in

100% Wool, Hand Woven Comfortevery climate. Your horse will love it. Pad come in multiplepatterns and colors and weights, 5kg, 3kg, and 2kg.

15

The Opportunity

American Saddle House

Retail OpportunityAmerican Saddle Company is a U.S. based saddle manufacturer. There is no need to develop an import connectionwith a foreign company. We are your direct global and local (glocal) connection to the leather factory.

Currently in North America there is no small equestrianfranchise seeking opportunity in small town markets USA except local feed stores that are known to haveinferior products.

American Saddle House addresses this need at the locallevel to compete against the few isolated giants and webordering. Why shouldnt horse lovers be able to go down

to their local American Saddle House and get what theyneed or national farm and ranch retail chain.

American Saddle House can showcase the ASC brand ofsaddles, tack and what meets the daily needs of theAmerican horse man at reasonable prices made possiblebecause of The American Saddle Company’smanufacturer advantage on all leather goods.

™

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The American Saddle Company™

is directly engaged with western

saddle manufacturing and sees

unbridled potential for western

saddle markets in the US. Because

of our lower manufacturing cost

we are able to produce quality

saddles for much less.

UnbridledPotential

For more information, please call:817-372-4636, 817-237-3075info@americansaddlecompany.com

21

• Save Money

• Increase Profitability

• Increase Sale Volume

• Capture Additional Markets

• Generate Cash Flow

• Custom Branded Products

• No Middleman

• New Opportunity for Business

• Easy to Create New Target Groups

ASC Advantage

22Pricing PhilosophyPigs get fat. Hogs get slaughtered. ” A small bite is easy to chew.”Affordable saddles but not commodity saddles. Our motivation isto make profit on volume sales.

Every ASC saddle isbuilt on the IndUStree™

saddle tree.

With over 50 foreign cars alreadyon sale here, the Japanese autoindustry isn’t likely to carve out a big slice of the U.S. market.

—Business Week, 1958

We don’t need you. You haven’tgot through college yet.

—Hewlett-Packard’s rejection of Steve Jobswho went on to found Apple Computers

I think there is a world market for maybe five computers.

—Thomas Watson, Chairman of IBM, 1943

Radio has no future.—Lord Kelvin, Victorian physicist and President of the Royal Society, 1897

Theoretically, television may be feasible, but I consider it animpossibility—a developmentwhich we should waste little timedreaming about.

—Lee de Forest, inventor - cathode ray tube, 1926

This ‘telephone’ has too manyshortcomings to be seriouslyconsidered as a means ofcommunication. The device isinherently of no value to us.

—Western Union internal memo, 1876

640k ought to be enough for anybody.

—Bill Gates, 1981

We don’t like their sound, and guitar musicis on the way out.—Decca Recording Co. rejecting the Beatles, 1962

He will never amount to anything.—Albert Einstein’s teacher to hisfather, 1895

It’s easier tosucceed than to fail.—Truett Cathy, Chick-Fil-A ,1991

info@americansaddlecompany.com