Executive Summary (take 16)
Welcome to SIENNA, SIENNA is software, a baby that will evolve from an idea into networking business software the likes of which have not yet been imagined. My peers describe Sienna as “FACE BOOK for business” I like to consider her “The Global Distribution System”

 One key to SIENNA success will be the creation of fun user friendly software, customising it to particular industries. The real key comes from ease of use and the even the most math struck book keeper, admin lacking sales person. Time strapped CEO’s or entrepreneur will really appreciate it and love its ease of use. Many will enjoyment her as a very advanced tutorial computer game comes as part of the package. Putting it all together and including direct shopping & e-mail we aim to be the preferred browser for e-mail and daily life, running your finance, improving your business and organizing your social life. 

My name is Nick Ray Ball, British, born in 1971 Belgravia, London, attended Glyn School in Surrey and Reigate college of art where I became proficient at photography, design and computer graphics.  In the ‘90s I was producing websites, catalogues & music for various organisations whilst and running a record label.   

From 17, I started the 22 year journey learning many different contrasting skill sets not usually combined. Pre millennium these skill sets consisted of computer and Internet programming, visual presentation, creativity and vision. Alone these skills are not particularly unique, but at the age of 29 I moved to Cape Town, South Africa and begun a 10 year journey into the often harsh world of business. At first I created an internet design company and the worlds first virtual tour using Adobe Flash, I combined this with database programming and search engine marketing and in 2002 created CAPE VILLAS  www.capevillas.com now Africa’s elite villa rental agency uniquely recommended by CONDE NAST TRAVELLER having seen enquiries for Sir Richard himself and the well known celebrities through our doors.

The road to this success was fraught with problems. One of the biggest hurdles myself and my staff have come up against time and time again is the fact that there is no comprehensive software directed at the travel/holiday industry. I needed to develop and understand a completely new set of skills, marketing and later branding came instinctively, but management of staff, customer services, human recourses, Management of 35+ staff, admin and financial departments took years to master.

In the finance sector alone, I spent lots over the years hiring financial managers and big accounts companies to implement their recommended accounting software only to find there was none that worked for my industry. I had the same problem with Consumer Relation Management software, Reservation Software and Global Distribution Systems.

“For me, creating software that works & interconnects is exciting, the road is crystal clear. To make a programme that  adds to websites, connects databases, gives all the financial answers, organises, removes the need admin for and financial staff, promotes your brand and generates new business is simple. There is a very clear path to success. ”

For all the near financial failures our brand remained intact and in 2009 I had significant successes designing and producing our 140 page coffee table magazine “CAPE VILLAS” distributed by CONDE NAST TRAVELLER  which saw the likes of BULGARI contact us asking to be sponsors for the next edition. Further magazines for SIENNA and her affiliates are planned and accounted for.
After creation and distribution of this magazine one very obvious fact came to light, which was there were only so many people coming to Cape Town to rent a villas. A magazine covering travel in Africa would catch a larger audience. So I created a new complimentary brand EXPARIANCE AFRICA  (SATSA member) www.ExperienceAfrica.com . Products were researched, independent reviews written and a website created. Then a chance meeting with REALTY Cape Town, who wished to partner with CAPE VILLAS saw the clever idea of duplicating the website under their branding.

And this was, I guess the catalyst and the moment of inspiration of how to tie it all together. If SOTHEBY’S were happy to resell our venues via their new website so would others, 10, 100, 10,000 100,000 resellers would generate huge turnover. But if we gave these resellers the power to upload their own stock at a fixed rate these 100,000 or so companies can cross sell with the SIENNA software taking around a 10% margin from every sale. Much like AMEX but with a higher cut and free advertising. Affiliate then viral marketing at its best.

Combine this with the business tools I will have developed, making businesses more efficient, a lot more efficient, providing ingenious branding, customer service, sales people’s aids and cutting edge financial tools.  All connected to a shared central database where everyone that uses the software can buy from each other at a business to business rate. Businesses can automatically place our products or venues on to their own website at the touch of a button, giving them comprehensive offering of fully global products to add to their current portfolio or stock.

Further combine this with probably the world’s most advanced affiliate marketing concept yet, plus excellent Viral marketing (word of mouth) and the world’s first example of computer game marketing.

Put it all together and you have the most advanced business software package created. .  A very advanced FACE BOOK  for business. A completely original concept that will, I hope, be noted as an evolution in economics.

It will only be a matter of time before using this software becomes mandatory in the travel industry, and I see no reasons why it won’t work for most if not all other industries.

I am therefore presenting you with a synopsis of my brainchild we shall call “SIENNA”, I think you will find the concept very exciting.
I havechosen VIRGIN for a number of reasons. After my admiration for Sir Richard, The most immediate is the trust and security associated with the VIRGIN brand, getting people to trust using an open database is not always simple as client details are private, but with the VIRGIN brand associated, getting affiliates to trust and respect us will be mandatory.

Plus the software will benefit by connections to into Virgin Atlantic, Virgin Money and Virgin Holidays.

The software will benefit by connections into VIRGIN AIRWAYS, VIRGIN MONEY and VIRGIN HOLIDAYS. Sienna needs good business management and big company understanding.

Whilst both MICROSOFT and GOOGLE have a lot to offer. Distribution deals with them later hopefully be done.

This project has been 4 years and hundreds of thousands of pounds in the making. My Initial proposal (never mailed) addressed to Sir Richard was on August 2st 2007. In many ways SIENNA has been designed by me, Specifically for VIRGIN, the glove fits perfectly.
With VIRGIN as a partner and an investment of £ 3,355,023 + Virgin Senior Management it will take 12 months to make version 1.01 of SIENNA (beta test version ready in 5 months) $1,000,000 allocated to creating the programme, the rest on making the business profitable.

To get to this figure I have created complete turnover and expenses financials for 30 months.

Bottom line
Investment needed - £ 3,355,023 + Virgin Senior Management
Profitable in 18 months.
Month 36 - £11,935,812 profit
Month 48 - £51,410,393 profit
Month 60 - £122,936,828 profit

But that’s just scraping at the surface of Sienna’s potential

This is based on

20 “data linked companies” starting in month 8, climbing to 8550 by month 60, generating us £12,500 per user per year. A similar figure of “web feed only” businesses generates £ 6,250 each. Plus 88,550 “out the box” users generating an average of £ 1,250. Total income £153 813 281.

This is solely from commission within the niche (small operator) travel industry. This does not include the VIRGIN HOLIDAYS direct to client bookings or software licensing.

Sienna will be adapted to many other industries. Sienna’s real earning potential is far far greater than just £122,936,828 in 60 months
People have copied my ideas all my life, 5 rival to CAPE VILLAS  have been created by people who new me, so I’m justifiably concerned about confidentiality.

I’ve provided the executive summary. Which on its own gives an idea about what Sienna can do and how much she will make. I’d like as few people as possible to read this, I’d be grateful if whoever reads this copies me in on any forwards made on its journey to get to the VIRGIN new concepts committee in London.

Once arrived and I have details from the committee, I have detailed financials, a  financial analysis,  business and marketing plans, technical specifications and diagrams of the different modules mentioned and a handful of other developments not contained in this summary.

Thank you for reading a quick response will be much appreciated.
Nick Ray Ball  – Creator of Sienna –   Nick@ExperienceAfrica.com  +27 83 414 5922