Dear Gavin,

It was a pleasure to talk with you, please find attached SIENNA’s Executive Summary, Financial Analysis and supporting financial documents along with a contents page that tracks to progress of the complete business plan as well as the document, “Evolution of Sienna – 1999 to 2011”

Making an executive summary for such a vast concept allows only room to merely mention concepts, marketing plans and advanced software programming. An In depth analysis of every aspect has been performed and is contained in the full business plan.

I have been preparing this proposal specifically for VIRGIN since August 2nd 2008. I had thought the route to be via the “Big Ideas” committee but we’ve worked with Vanessa from Ulusaba and she suggested I contact you. And considering you are in Constantia and I’m in Hout Bay this makes a lot of sense.

I hope you or a VIRGIN representative can work closely on a final presentation to be sent to London where I presume the funding will come from.

Regarding the financials, when we get into the Billion’s were really looking at best guess forecasts that will need further consultation with industry leaders but the road to £120,000,000is solid the math sound.

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Executive Summary

Welcome to SIENNA. SIENNA is software that will evolve in to networking business software the likes of which have not yet been imagined. My peers describe Sienna as “FACEBOOK for business” I like to consider her “The Global Distribution System”.

Sienna is not a new concept, she is the next evolution of my companies 12 year journey in software development, affiliate marketing and high end tourism. Once developed for the travel industry the software will be adapted to function in all industries and be available to the public.

In a nutshell we have made a database and website of African travel venues www.ExperienceAfrica.com .This website has been duplicated and its contents shared with other companies. In turn these other companies have uploaded their venues, all venues added are displayed across the network. The best example is the website www.AfricaConcierge.com created for SOTHEBY’s REALTY. We have tested the market and demand from other companies is very high. In the financials supplied I have calculated a further 8,855 similar connections over 60 months will generate +/-£60,000,000. This is for an international selection of travel companies not just African.

The way Sienna makes money is by acting as a warehouse for travel venues. In the travel industry there is a public tariff and an agent tariff. The agent tariff is typically 20% less than the public pay. This said the more business you provide the bigger your discount or STO as it is known in the trade. My companies can achieve higher STO’s often 40% which allows us to sell to other Tour operators at a 20% discount whilst retaining 20% for ourselves.

The GDS (Global Distribution System) holds the availability for most of the worlds Hotels and Flights. VIRGIN HOLIDAYS will already have high STO agreements with many of these venues. By integrating the GDS into Sienna’s database we can offer our affiliate companies a very comprehensive global offering. Add this to the venues contributed by our affiliates and in a few years we will be the world’s most comprehensive travel warehouse.

Sienna’s first phase is not aimed at big Tour Operators and Travel Agents. It will be target at regionalised local agencies that see merit in expanding into new areas.

To aid our expanding affiliate companies further a large range of Financial, Customer Relations & Client Tracking tools will be developed and offered freely as part of the package along with glossy broachers. If you give an independent operator: the website, the discounts, the GDS link, customer relations and financial software plus a strong print media presence, you give them the power of a travel agent. They already have the clients or they would not be in business, now they just have a lot more to offer their clients and the tools to cope with their increase in business.

So that’s the basics but you will notice the financials have 2 more income streams. These are for existing companies that use the system but do not contribute their own venues and new business start-ups.

The business tools themselves are not solely to help our affiliate businesses. They are also there to promote viral (word of mouth) marketing and blogging. By connecting the financial software straight into VIRGIN MONEY and customising Sienna’s tools to the general public and other industries we make a good standalone product. Offering this to the public by free download will increase usage and exposure. Later freely distributing the software with new computers will see Sienna reach a global audience.

Ease of use and good visuals will be a big key to Sienna’s success. The creation of a SIM computer management game will make an excellent tutorial and itself become a truly original marketing tool if we offer the ten players who attain the most points a £50,000 business start up kitty along with some good advice.

Making a TV Reality show of these 10 players, tracking their progress will make popular viewing and expose the world to possibilities of starting or improving their business using the Sienna Software. If Sir Richard and other VIRGIN executives or prominent businessmen were to guide a contestant, the show would have global appeal. One could call it “Who wants to be a Sienna Millionaire”

There is much to be gained by working with Google and Face Book, I’d suggest an early approach and deal be made before they realise the potential of Sienna.

SIENNA SHOPPING, when SIENNA has grown to a significant size and becomes invaluable to suppliers, we will switch from business to business to direct to public sales, I estimate 80% of retailers will not object, once open to the public prices will rarely be beaten and so falling in line with VIRGIN’s key “championing the consumer” and “value for money” brand promises.

Financial Analysis

For the first 12 months we are looking at a cost of about £200,000 a month. Whilst a lot of thought has gone into calculating this figure, please allow a 25% margin for unknown complications. This does not include VIRGIN’s Management.

By 12 months Sienna will be fully released and we will have 135 partners integrated to the network. It will take new partners about 10 months to reach potential.

Once partners reach potential each has been recorded as earning £2,000 a month, an easily achievable target. When partners make £2,000 a month we make £1,000.

Partners start generating income in month 8.

Please note that the financials do not factor VAT or TAX, this aside....

At month 17 Sienna becomes profitable, at this time an investment of around £3,350,000 will have been made.

At Month 28 Sienna is in the black

At Month 60 Sienna’s pre tax profit for the niche travel industry is £122,936,852

The above calculates the growth of new business who connect to the network by sales people and researchers, who will be contacting the companies that we feel would most benefit from connecting to Sienna.

It does not account for residual money made by the Flagship websites we create for VIRGIN HOLIDAY’s or the Conde Nast Traveller magazine distribution promoting these Flagship websites. It’s quite possible this will make VIRGIN HOLIDAY’s similar figures.

Other Industries.

Sienna can be easily adapted to other industries. Within the VIRGIN family alone there are over 300 companies specialising in different industries. Not all industries will be as successful as the travel industry but many will. I’m sure given a think tank we could come up with 100 other suitable business types. If all performed as well as the travel industry we would be looking at £12,000,000,000 for other small and medium business.

Big Business

The Financial Forecast only accounts for small and small to medium business, but as the network grows we can offer existing brands completely new wings to their company MARKS & SPENSOR TRAVEL for interest.

Big Business and known brands will generate similar, if not greater revenue.

SIENNA SHOPPING

When the time is right and suppliers entrenched in Sienna it will be time to open Sienna to the public, this may take 18 months maybe 3 years, either way it’s difficult for me to estimate profit but I’d hope for a similar figure as Big Business.

All told Sienna’s 5 years profits should reach £36,000,000,000.