EFTA Document EFTA01991701

To: jeevacation@g mail.com[[email protected]]; jeevacation mail.com '[email protected]] From: Sent: Fri 10/28/2011 4:58:52 AM Subject: spoke to steve I didn't have aft data you had at your disposal but I think I did an ok job. He said he wanted to hear more - he was worried about/suggested a few things he's never realty had a pet so he's not super passionate and doesn't know the space 2. he doesn't know the industry data and is thinking that the numbers might be more fractioned than we think (=more research) on the growth drivers - organic foods etc vs. "stuff" for the pets that isn't clothing 3. he thinks the market might be diffuse in that owners are wiling to pay $20 and under but nothing with a subscription or for more than XX dollars (he doesn't know) 4. he thinks there are several apps 5. several already existing apps (http://www.petmd.comwoos/fullyvetted/2011/feb/new pet apps for consideration; http://mashable.com/2009/03/13/pet-iphone-aorisn http://www.androidzoom.com/android applications/Pet+care) but agrees that there are none along the lines you were suggesting 6. branding important 7. thinks that this doesn't require a full time "steve" and more requires a "go fetch" (melanie?) and manager type to get it rolling 8. wonders about the right motivation/business plan -- "to run" vs. "to sell" what is your timeline for thinking about this? is there a right next step? EFTA_R1_00484802 EFTA01991701