VIVA!

Choices

STRATEGIC MARKETING PLAN for VIVA! CHOICES, INC.

VIVA! Choices, LLC, a California Limited Liability Company, is a resource for information, coordinator of in-home services, and provider of lifestyle options for those age 50 and older located in the greater Yuba/Sutter area. The purpose of this plan is to develop effective strategies which will Position VIVA! Choices as the first company in the area to coordinate and offer a variety of lifestyle services from a central point of contact for those 50+ Develop product offerings that meets the lifestyle needs of those 50+ Develop a VIVA! Choices brand

Create a market niche for VIVA! Choices which distinguishes it from other service providers in the marketplace Profile the ideal client demographics Outline a promotional program to launch the company To set reasonable and obtainable business goals

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The strategic marketing plan is presented in the following format: I. THE COMPANY A. Vision & Philosophy B. Background of Founder C. Corporate Structure D. Business Name E. Business Image F. Mission Statement G. Growth Objectives VIVA! CHOICES PRODUCTS A. Senior Member Packages: Levels of Membership B. Network Package: Marketplace, In Home Services, Referrals THE AREA MARKET A. Needs of the Market B. Demographics of the Market C. Profile of the Target Market D. Potential of the Market CURRENT COMPETITION A. Other sources of Services B. Competitive Advantage C. Competitive Strategies VIVA! CHOICES FINANCIAL RESOURCES & GOALS A. Sources of Income B. Revenue Goals C. Profit Centers VIVA! CHOICES MARKETING STRATEGIES A. Market Niche B. Challenges C. Target Markets D. Strategies for 50+ Members E. Strategies for Children of 50+ F. Strategies for Network Members PAGE

II.

III.

IV.

V.

VI.

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VII.

VIVA! CHOICES ADVERTISING & PROMOTION A. Message & Branding B. Collateral C. Media D. Promotions E. Schedule F. Budget

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VIII. SUMMARY Appendix

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I.

THE COMPANY

VIVA! Choices is a California corporation in the greater Yuba/Sutter area that provides information, services and vendor coordination to those 50+ who want to lead a more active, more satisfying and more independent lifestyle. The company acts as a central resource and point of coordination between members, referral partners and service providers. A. VISION & PHILOSOPHY The purpose of VIVA! Choices is offer those 50+ a better quality of life though lifestyle options, resources, information and support to answer the uncertainties of aging. In addition, the company is committed to providing marketing resources, information and business opportunities for their network members of service providers, referral partners and marketplace establishments. B. BACKGROUND OF FOUNDER VIVA! Choices was conceived and founded by Summer Jackson who brings over 26 years of executive level business experience to the company. Her background includes ten years in retail management with national chains such as Office Depot; Administration of Sutter Estates Retirement Community in Yuba City; founder and president of a medical management/staff leasing company as well as two restaurants in Sacramento and Auburn; and co-founder of a non-profit, Professional Caring for Seniors. Ms. Jackson is a true entrepreneur possessing knowledge, skill and experience in start-up business, marketing, sales, training, human resources and the development of proven long-range planning for business growth. Today, she is using her past experience and passion for meeting the needs of people in the 50+ age group to promote the success of her new venture, Viva! Choices ... New Dimensions in Adult Living. . C. COMPANY STRUCTURE VIVA! Choices is a California Limited Liability Company with investors and Advisory Board. See insert 1 The Company managers include a Chief Executive Officer, Chief Operating Officer, and Chief Financial Officer. In addition, the company staff will include Sales & Marketing and Member Services personnel. The Advisory Board will include Legal Counsel, Financial Counsel, Tax Counsel, Senior Solutions Consulting (an area consulting company specializing in the senior market), and Professionals Caring for Seniors (a local non-profit organization comprised of service providers for seniors).

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D. BUSINESS NAME The name VIVA! Choices was selected to reflect the new attitudes and lifestyles of the 50+ age group. VIVA is a word which means life and associated words such as vital and vibrant all have very positive connotations. The addition of the exclamation point to the name underscores liveliness and adventure. The word Choices was selected to emphasize that individuals now have many options and alternatives, not only in their living arrangements, but in their lifestyles. VIVA! Choices also has the ability to adapt to a variety of subgroups and topics. The tagline New Dimensions in Adult Living defines the mission and direction of VIVA! Choices and captures the essence of the company. The company mantra is Community. Independence . Care. (or Community. Independence. Solutions) E. BUSINESS IMAGE The logo image and color choices for VIVA! Choices connotes activity, vibrancy and energy. See insert 2. F. MISSION STATEMENT VIVA! Choices is a membership-based consultancy and central coordinator of services whose mission is to assist those age 50+ to live a more active, more satisfying, and more independent life by providing a single source connection to service providers and specialists. G. GROWTH OBJECTIVES VIVA! Choices derives membership fees from two distinct groups: the 50+ users of services, and the service providers, marketplace and referral partners. The company plans to first develop the Yuba City/Marysville market, building up a base of 50+ member, area businesses, referral partners and service providers. When the structure of the company and process for the coordination of services is finalized, VIVA! Choices will set up a sister company in the Lincoln/Roseville area where two Sun City, active adult communities are located.

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II.

VIVA! CHOICES PRODUCTS

Viva! Choices has developed product packages for two specific markets: 1. The 50+ market is offered a menu of mix-n-match services and resources through membership in VIVA! Choices. 2. The business community is offered access and opportunities to advertise to this 50+ market through membership in the VIVA! Choices Network. see Matrix, Insert 3 A. VIVA! CHOICES 50+ MEMBER PACKAGE: Services are offered to the 50+ market based on membership in VIVA! Choices. The goal at all levels is to assist members to live independently for as long as possible. The levels were determined by the needs of those aged 50+ for community and social activities, for services provided at or delivered to at their homes and for extra care and specialized resources relative to aging.

Membership in VIVA! Choices is available at three levels and price points. The levels are VIVA! Choices Community, VIVA! Choices Lifestyle and VIVA! Choices Family. 1. VIVA! Choices Community provides social interaction and access to discounts in the Marketplace. Membership is $99/person/year. It includes: VIVA! Choices Marketplace: listing of member businesses that offer specialized service or value to those 50+ Professional referrals by phone from the VIVA! Choices main office Free notary available at VIVA! Choices office Monthly social sponsored by VIVA! Choices and VIVA! Choices Network and presented by Professionals Caring for Seniors. Attendance is limited to VIVA! Choices membership Bi-monthly seminar sponsored by VIVA! Choices and VIVA! Choices Network and presented by Professionals caring for Seniors. Attendance is open to the public with professional speaker on a topic of interest to those 50+ Monthly newsletter VIVA! Choices documents package of do it yourself legal, vital, home &

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financial information.

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2. VIVA Choices Lifestyle provides coordination of services and referrals. Membership is $349/person/year: spouse is a member for additional $99. It includes: VIVA! Choices Marketplace: listing of member businesses that offer specialized service or value to those 50+ Professional referrals by phone from the VIVA! Choices main office Free notary available at VIVA! Choices office Monthly social sponsored by VIVA! Choices and VIVA! Choices Network and presented by Professionals Caring for Seniors. Attendance is limited to VIVA! Choices membership Bi-monthly seminar sponsored by VIVA! Choices and VIVA! Choices Network and presented by Professionals caring for Seniors. Attendance is open to the public with professional speaker on a topic of interest to those 50+ Monthly newsletter VIVA! Choices documents package of do it yourself legal, vital, home & financial information. Consultation on VIVA! Choices In Home Service referral & coordination

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3. VIVA! Choices Family provides special needs and specialist counseling. Membership is $649/person/year: spouse is a member for additional $99. It includes: VIVA! Choices Marketplace: listing of member businesses that offer specialized service or value to seniors Professional referrals by phone from the VIVA! Choices main office Free notary available at VIVA! Choices office Monthly social sponsored by VIVA! Choices and VIVA! Choices Network and presented by Professionals Caring for Seniors. Attendance is limited to VIVA! Choices membership Bi-monthly seminar sponsored by VIVA! Choices and VIVA! Choices Network and presented by Professionals caring for Seniors. Attendance is open to the public with professional speaker on a topic of interest to seniors Monthly newsletter VIVA! Choices documents package of do it yourself legal, vital, home & financial information. Consultation on VIVA! Choices In Home Service referral & coordination 1.5 hour member/family consultation with Senior Solutions representative for professional referrals and lifestyle options 1.5 hour consultation with any VIVA! Choices referral participant

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B.

VIVA! CHOICES NETWORK PACKAGE

VIVA! Choices offers the business community access to the local 50+ market segment and gives them the opportunity to expand their customer base and increase profit. VIVA! Choices Network is comprised of VIVA! Choices Marketplace, VIVA! Choices Referrals and VIVA! Choices In Home Services. 1. VIVA! CHOICES MARKETPLACE is comprised of retail, service providers and professionals that have experience in serving the 50+ client, provide special offers or discounts, and a senior-friendly attitude to the market. Marketplace members may include retail equipment chiropractors automotive financial travel nursing day care physical fitness housing beauty and more restaurants dentists

The number of Marketplace members is determined by the size of the VIVA! Choices membership. Marketplace members are advertised to the entire VIVA! Choices membership but are not coordinated or referred. The fee for Marketplace membership is $100/month. Membership benefits include: VIVA! Choices membership sign for display at their place of business listing in the VIVA! Choices Directory opportunity to advertise in the VIVA! Choices newsletter opportunity to sponsor VIVA! Choices seminars and socials.

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2. VIVA! CHOICES REFERRALS are professionals and/or specialists with experience or expertise in working with the senior market. VIVA! Choices Referral members are interviewed by VIVA! Choices but are not scheduled or coordinated. VIVA! Choices Referral Members may include attorneys, financial planners, tax consultants, geriatric consultants, placement specialists, grief counselors, and others. The fee for Marketplace membership is $100/month. Membership benefits include: VIVA! Choices membership sign for display at their place of business listing in the VIVA! Choices Directory opportunity to advertise in the VIVA! Choices newsletter opportunity to sponsor VIVA! Choices seminars and socials direct referrals from the VIVA! Choices office to the membership 90-minute consultation with VIVA! Choices members who are at the Family membership level Professionals (such as lawyers and financial planners) who cannot have referral relationships can still take advantage of the other benefits.

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3. VIVA! CHOICES AT HOME SERVICES offer those 50+ services delivered to or performed at their home. The services are scheduled and coordinated by the central office of VIVA! Choices and are available to members at the Lifestyle and Family levels. Service providers are screened, bonded, interviewed and evaluated. Since there is a coordination and surcharge fee with scheduled services, the service providers are not charged a Marketplace membership fee, nor are they advertised. Benefits to Service Providers are: a continual base of referral business collection of fees from customers and distribution of income by VIVA! Choices $12/hour charge for services No charge for advertising or membership Services cards purchased by VIVA! Choices Lifestyle and Family members at $15/hour, in ten hour segments and are to be used within 90 days. 10 hours, $150; 20 hours, $300; 30 hours, $450; 40 hours, $600. At Home Services can include: a. FINANCE Bill paying Bookkeeping Balance check book Vendor investigation: quoted b. TRANSPORTATION Errands Shopping Medical visits Vet visits Church Appointments c. HOUSEKEEPING House cleaning Landscaping Handyman Shopping Computer/technical Plumbing/electric

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In addition to the At Home Services, VIVA! Choices Lifestyle and Family membership levels also offer more specialized services with special pricing. d. FOOD: prep and delivery paid by the week This will be coordinated with an outside vendor. e. PERSONAL SERVICES: quoted Emergency check Weekly at home bathing Manicure/pedicure Pet grooming

Weekly Medication set up Medication evaluation Geriatric consultation Phone check in

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SUMMARY: VIVA! Choices has three markets: 1. the 50+ senior members 2. children of those 50+ 3. and the area business and professionals who comprise the Marketplace, Referrals and In Home Service providers The needs of these markets are: 50+ market needs Community/social activities, Services provided at their homes and Extra care and specialized resources Children of 50+ market need Local service and care providers for parents Objective advice and information on aging Reputable, single source to contact Area businesses need: Larger customer base Advertising support Marketing input and direction on 50+ market

The product packages have been specifically designed to meet the needs of the three markets and are available at varying price points. Benefits to 50+ of using VIVA! Choices products VIVA! Choices At Home Service Providers are: Interviewed and certified by VIVA! Choices Fully qualified and/or have provided services to 50+ market Bonded, drug tested and motivated VIVA! Choices Referrals are: Certified by VIVA! Choices Fully qualified and/or already provide services to 50+ market Established community reputation Motivated VIVA! Choices Marketplace members are: Certified by VIVA! Choices Offer a special product, service, pricing or benefit to 50+ market

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Reputation for service and attention

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III.

TARGET MARKET
A. NEEDS OF THE MARKET

People today are not only living longer but they are living healthier. Those over 50 years of age are becoming the fastest growing demographic in the American population. This group does not see themselves as older but better. Words like senior citizens, golden agers, silver haired, mature, etc. are not compatible with their inner image of themselves. This vibrant group of seniors is redefining the profile of aging in America. One of the strongest desires among this demographic is the desire to live independently and in their own homes as long as possible. B. DEMOGRAPHICS OF MARKET

The book, Marketing to the Mindset of Boomers & Their Elders by Carol M. Morgan & Doran J. Levy, Ph. D, outlined the new demographics of the general American 40+ population. For our purposes, the Lifestyle and Financial demographics are the most pertinent. An overview of the attitudes and needs of these categories is found in the Appendix at the end of this report. 1. The lifestyle demographics of the general 40+ population falls into four main categories: Upbeat Enjoyers (21%), The Insecure (22%), Threatened Actives (33%) and Financial Positives (24%). Each segment has specific tendencies, needs and attitudes. The greater Yuba/Sutter area over 40 adult population of 50,000. When the above percentages are applied there is a substantial market for membership in VIVA! Choices SEGMENT Upbeat Enjoyers (21%) The Insecure (22%) Threatened Actives (33%) Financial Positives (24%) POP. # 10,500 11,000 16,500 12,000 Interest in VIVA! Choices Community Community, Lifestyle, Family Community, Lifestyle, Family Community, Lifestyle, Family

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2. The financial demographics of the general 40+ population falls into five main categories: Self Reliant Savers (17%); Strapped Spenders (20%); Worried Frugals (23%): Credit Consumers (16%); Savvy Investors (24%). When these percentages are applied to the greater Yuba/Sutter area population of 50,000 seniors, there is a substantial market for the various services offered by VIVA! SEGMENT Self Reliant Savers (17%) POP. # 8,500 Interest in VIVA! Choices Positive about future. Avoid credit & debt. VIVA! Choices, Lifestyle & Family Spend too much. Will pay for advice. VIVA! Choices Community Stay at home, fear poverty. Pay for advice. VIVA! Choices Community Risk adverse. Most likely to relocate. VIVA! Choices Community Secure, retirement community. VIVA! Choices, Lifestyle & Family

Strapped Spenders (20%) Worried Frugals (23%)

10,000 11,500

Credit Consumers (16%) Savvy Investors (24%)

8,000 12,000

C.

PROFILE OF TARGET MARKET The ideal user of VIVA! Choices has these characteristics: 50+ years of age Desires to remain independent Desires for more social interaction Willing and able to pay for outside help Wants a central resource for senior lifestyle related services Lives in the greater Yuba/Sutter area Children are busy with careers or not living within a 25 miles radius Health is fair to good: pre-nursing home

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D.

POTENTIAL OF MARKET

All lifestyle and financial segments of the greater Yuba/Sutter market are potential members of VIVA! Choices Community. VIVA! Choices Community market: 50,000 Much of the market can use VIVA! Lifestyle and Family but not all can afford them. Initial service users will most likely be Self Reliant Savers (17%) and Savvy Investors (24%) who have more disposal income. VIVA! Choices Lifestyle & VIVA! Choices Family market: 20,500. SUMMARY: Based on area demographics and market trends there is a potential market of 50,000 people age 50+ for VIVA! Choices Community and 20,500 people age 50+ for the VIVA! Choices Lifestyle and Family.

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IV.

CURRENT COMPETITION
A. OTHER SOURCES OF SERVICES There are other sources of the services and referrals provided by VIVA! Choices in the Yuba/Sutter area but no other company or organization provides the single source, central coordination and quality of resources. COUNTY INFORMATION AND ASSISTANCE PROGRAMS are government funded. There are no income requirements to provide senior resource information. Difference: Resources are not screened and information is not necessarily up to date. STATE/COUNTY PACE PROGRAM: a program of All-inclusive care for the elderly. A person must be certified to need nursing home care to enroll. COMFORT KEEPERS: offers personal home care only, prior to nursing home status. 24/7 and on call. Marysville area. $18/hour with a minimum of four hours. Services offered through employees. Difference: higher prices/hours. Limited to personal care. FREED: government grant funding. In-home care paid for hour. Difference: care givers rather than service providers. Government program with eligibility. IN HOME ASSISTANCE & CARE: provided by CMA's usually in the home of the senior citizen. Difference: care givers, not service providers. Eligibility requirements. B. THE COMPETITIVE ADVANTAGE Area service providers are more focused on seniors needing at-home care prior to admittance to a nursing home. These providers are higher priced and services are usually provided by low-salaried employees of a company. In contrast, VIVA! Choices has A wide menu of services and levels of assistance/care Specialists who have been screened and/or bonded Services that can be used as needed Reasonable services charges

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C.

COMPETITIVE STRATEGIES There is no need to compete with present companies. The need is to identify VIVA! Choices as a completely new type of service coordinator/provider in the marketplace. This can be accomplished by positioning the company as an innovative leader/trailblazer in the 50+ market.

SUMMARY:
VIVA! Choices has a distinctive product mix and the opportunity to be the first in the local market. Other companies in the nation are in the process of addressing this market so it is important to capture the dominant share as soon as possible.

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V.

FINANCIAL RESOURCES & REVENUE GOALS

VIVA! Choices has the following revenue sources Membership fees for VIVA! Choices Community, Lifestyle and Family levels: paid yearly VIVA! Choices Marketplace membership fees: paid quarterly VIVA! Choices Referral membership fees: paid quarterly Surcharge on VIVA! Choices At Home Services: paid monthly Advertising fees in newsletter and website: paid quarterly Sponsorship fees for socials and seminars: paid b--monthly A. MEMBERSHIP GOALS The Greater Yuba/Sutter area has a total market of 150,000 of which 30%, or 50,000, is in the 50+ age group. Based on that demographic, the growth goals are: YEAR 1 VIVA! Choices age 50+ members VIVA! Choices Marketplace & Referral members 350 40 YEAR 2 700 80 YEAR 3 1050 120

Based on area demographics and market trends there is a potential market of 50,000 people age 50+ for VIVA! Choices Community and 20,500 people age 50+ for the VIVA! Choices Lifestyle and Family.

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B.

REVENUE GOALS

YEAR 1

YEAR 2

YEAR 3

MEMBERSHIP SALES Memberships to those age 50+ are available at three levels billed bi-annually: $99; $349 and $649. Memberships Sales Community @$100/yr 50 - Lifestyle @$350/yr 50 - Family @ $650/yr Subtotal: 350 total $ 25,000 $ 17,500 $ 32,500 $ 75,000 700 total $ 50,000 $ 35,000 $ 65,000 $ 150,000 1050 total $ 75,000 $ 52,500 $ 97,500 $ 225,000

COORDINATION OF IN HOME SERVICES The hourly service fee is $15 of which $3 is a surcharge for coordination. Approximately, 100 members at 10 hrs/month = 120 hrs/year x $3/hr: $360 x 100 members = $36,000 Lifestyle/Family Members 100 total 200 total 300 total Service coordination fees $ 36,000 $ 72,000 150 $180,000 $108,000 200 $240,000

MARKETPLACE MEMBERSHIP Marketplace Members 100 Member fees @ $1,200/year $120,000 ADVERTISING REVENUES From the VIVA! Choices newsletter and website Advertising $ 5,000 SPECIAL EVENTS SPONSORSHIPS Monthly socials: $1,500 $ 4,500 Bi-monthly seminars: $1,500 $ 3,000 Sponsorships $ 7,500 Subtotal: TOTAL GROSS REVENUE GOALS: $ 15,000 Year One $251,000

$ 10,000

$ 15,000

$ 18,000 $ 9,000 $ 27,000 $ 54,000 Year Two $466,000

$ 18,000 $ 9,000 $ 27,000 $ 54,000 Year Three $642,000

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C.

PROFIT CENTERS

The most profitable revenue center is Marketplace membership fees, followed by membership of those 55+. The advantage is that these fees are front-loaded at the time of sign-up and provide operating capital throughout the year. Surcharges on At Home Services provide an on-going income throughout the year but are dependent on the number of 50+ members and how often they require those services. Although less predictable than membership sales, they provide continuing income for the company. D. ADVERTISING/SPONSORSHIPS

Least profitable is advertising fees and sponsorships. Advertising in the newsletter will be handled as follows: full page ad sheets will be inserted into the monthly newsletter. Printing costs of the ads will be the responsibility of the advertiser. Cost is $100/month. Website advertising: in addition to the Directory listing, the Network can also advertise with a banner and display ad ($200/month); and cable tv/radio ($300/month). Event sponsorship will mainly be used to offset the costs of production. The events can also offer advertiser supplied door prizes such as 10 free service hours. E. OTHER

Another area to be later explored is merchandising opportunities which can include a VIVA! Choices credit card, logo merchandise such as bags, cups, umbrellas, fanny packs, jewelry, etc. SUMMARY: VIVA! Choices has great profit potential and the advantage that membership fees may be able to sustain initial overhead after the first year. First year gross revenue goal is $251,000; second year, $466,000; and third year, $642,000.

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VI.

MARKETING STRATEGY A. THE MARKET NICHE

The 50+ services market has great need of the services provided by VIVA! Choices and its menu of mix-n-match resources and specialists provided through a single source. Competitive services are focused on providing personal, health, pre-nursing home care usually through multiple sources and providers. There is no one entity currently providing the complete range of services and coordination offered by VIVA! Choices. The biggest strengths of VIVA! Choices are: B. the need for such services within the community a population segment ready to buy them no direct competition the first in the area to develop this one-stop resource concept mix-n-match menu of services the ability to duplicate program in other geographic areas CHALLENGES 1. The single source/mix-n-match concept of VIVA! Choices will be new to the target market and need to be explained and promoted. 2. In addition, there must be a simultaneous enrollment of members from the 50+ population and the network for the marketplace and referral professionals. 3. There will be substantial start up costs for developing the corporate structure, promotional materials, advertising and initial staffing.

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C.

THE TARGET MARKET

VIVA! Choices has three markets: the 50+ adult who will purchase a membership and/or services for themselves; the children of aging parents who will encourage or buy a membership for their parents; and the local businesses and professionals. The greater Yuba/Sutter population is close to 150,000. 30% f that market are age 40+. Therefore, 50,000 local people are potential members of VIVA! Choices. VIVA! Choices 50+ members want: Social interaction Support services to remain independent Resources and referrals Discounts and/or special consideration In addition, the children of this 50+ market want help in caring for their parents. These children are often working adults who do not have time during the day or on weekends to give their parents the level of help they need; or they do not live within a 50 mile radius of their parents. Children of VIVA! Choices members want help in caring for their parents such as: Food service Transportation Home chores Professional advice/referrals Weekly phone check-ins, visits Emergency check ins Finally, VIVA! Choices has the Network of businesses and professionals who not only serve the membership but provided additional income streams for the company. Area businesses comprising the VIVA! Choices Network want: Access to the 50+ market segment Opportunities to advertise and promote their businesses to that market Approval/endorsement of a disinterested 3rd party of their business

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D.

STRATEGY FOR ENROLLING VIVA! CHOICES 50+ MEMBERS Since the demand for VIVA! Choices is strong, the initial marketing strategy is to gain the attention of the target market and announce the companys existence. This can be accomplished by: 1. SPECIAL EVENTS

Monthly Social: limited to VIVA! Choices membership. Estimated cost of social is $500/month of which $100 goes to Professionals Caring for Seniors and $400 to the cost of the event and transportation. Costs of the social can be underwritten by sponsorship from the Marketplace and Referrals. Bi-monthly Seminars: is advertised and open to the public. Professional speaker on a 50+ topic. Estimated cost of the bi-monthly seminar is $1,000 of which $200 goes to Professionals Caring for Seniors and $800 to cost of the event including speaker fees. Costs of the social can be underwritten by sponsorship from the Marketplace and Referrals. 2. MEDIA

Advertising: monthly ads in local newspaper and Senior publications to advertise VIVA! Choices and announce special events. Newsletters: monthly VIVA! Choices newsletter sent to members and public organizations. Press releases: announcements in local media on company and events. VIVA! Choices website: up to date listing of events and promotions Radio and cable TV: advertising later in the year.

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E.

STRATEGY FOR CHILDREN OF 50+ PARENTS Same media as D 50+ market

F.

VIVA! CHOICES NETWORK STRATEGY VIVA! Choices has a targeted audience of potential customers to present to the Network membership. VIVA! Choices offers the Network the following member benefits 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. Free initial consultation with supplier on the senior market and its needs Advertising opportunities in monthly newsletter Directory listing on website Web site profile and link Web site featured business showcase Advertising opportunities on website Sponsorship opportunities at monthly socials and bi-monthly seminars Member mailing labels Targeted membership/audience of thousands Word of mouth among members VIVA! Choices seal of approval Print advertising in local newspaper and senior publications promoting Cable advertising promoting VIVA! Choices Radio advertising promoting VIVA! Choices

12. VIVA! Choices 13. 14.

This market can be reached through direct sales contact.

SUMMARY: The initial socials, seminars, advertisements and press releases will bring recognition in the local marketplace. The website and collateral materials provide on-going marketing support. Radio and cable TV will be added in the third stage of promotion.

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VII. ADVERTISING, PUBLIC RELATIONS & PROMOTION

A. THE MESSAGE & BRANDING The name VIVA! Choices was selected to reflect the new attitudes of this 50+ age group. VIVA is a word which means life and associated words such as vital and vibrant all have very positive connotations. The addition of the exclamation point to the name underscores liveliness and adventure. VIVA! also has the ability to adapt to a variety of subgroups and topics. The word Choices was selected to emphasize that individuals now have many options and alternatives, not only in their living arrangements, but in their lifestyles. The tagline New Dimensions in Adult Living further defines the products and services offered by VIVA! Choices and captures the essence of the company. The mantra is Community. Independence . Care. The marketing message to the 50+ audience is well help you stay independent. The marketing message to the children is well help you care for your parents. B. COLLATERAL Collateral to be developed for the first six months includes: 1. Logo design and application to letterhead, envelopes, cards, etc. 2. Website design and development including the ability to sign up for membership and pay for services 3. General brochure on VIVA! Choices 4. Print ad design in a variety of sizes for area publications 5. Newsletter template: newsletter would include articles of interest, ads from Network 6. Network Directory template would be updated monthly and listed on website and included in new member packages. 7. VIVA! Choices pocket folder for members, documents, Marketplace 8. 3-part direct mail cards to targeted zip codes 9. New Member package inserts (+ folder) 10. New Network member package inserts (+ folder) 11. VIVA! Choices seal of approval

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C.

MEDIA Ads in Appeal Democrat Ads in Senior, Senior Living, Senior Lifestyle Area Yellow Pages Area web portals Cable TV Radio

D.

PROMOTIONS 1. Monthly Social held at area churches and public places, not open to the public, with transportation available for VIVA! Choices members. Coordinated by Professionals Caring for Seniors. Opportunities for sponsorship by VIVA! Choices Network. Advertised on website and in newsletter. 2. Bi-monthly Seminar held at area public places, featuring a known specialist on senior topics, open to the public. Coordinated by Professionals Caring for Seniors. Opportunities for sponsorship by VIVA! Choices Network. Advertised on website, in newsletter, in area print publications.

E.

SCHEDULE PHASE ONE February: March: April: May: June: INITIAL LAUNCH Investor presentations Launch website Introductory seminar to potential Network members Announcement press release Social/presentation to potential VIVA! Choices members Announcement ad Start services First bi-monthly seminar for public

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PHASE TWO July

GROWTH Monthly social First monthly newsletter VIVA! Choices ad Monthly social for members Monthly newsletter VIVA! Choices ad Monthly social Monthly newsletter VIVA! Choices ad Monthly newsletter Monthly social VIVA! Choices ad Bi-monthly seminar for public #1 Direct mail

July

August

September

October

Monthly social Monthly newsletter VIVA! Choices ad #2 Direct mail

November

Monthly social Monthly newsletter VIVA! Choices ad Bi-monthly seminar for public #3 Direct mail

December

Monthly social Monthly newsletter VIVA! Choices ad

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PHASE THREE

EXPANSION

General goals for 2006 are: the solidify Yuba City/Sutter base expand VIVA! Choices to Placer County beginning with VIVA! Choices Community, followed by Services initiate radio and cable tv advertising

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F.

BUDGET: to be added

Cable tv: $4,000/month; $4,000 for production Radio: $3,000/month Appeal Democrat: Senior Resource.com: $300/year Senior World online: $300/month or $60 per event/month Lincoln Media to promote ads for newsletter and website SUMMARY: The first year marketing expense of launching VIVA! Choices is estimated at $50,000.

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VIII. SUMMARY VIVA! Choices represents a business concept whose time has come. There is a present need for such services among the 50+ population that will grow exponentially as the Baby Boomers age. They will have the need as well as the resources to pay for such services. VIVA! Choices has three markets: the 50+ senior members and their children; and the area business and professionals who comprise the Marketplace, Referrals and In Home Service providers. 50+ market needs want more options and support in aging Community/social activities Services provided at their homes Extra care and specialized resources Children of 50+ market want help and information in caring for aging parents Responsible, bonded service providers 3rd party recommendations/resources for lifestyle options and care Local emergency help Area businesses want a targeted, reachable market Larger customer base Advertising support Marketing input The VIVA! Choices product packages have been specifically designed to meet the needs of the three markets and are available at varying price points. Based on area demographics and market trends there is a potential market of 50,000 people age 50+ for VIVA! Choices Community and 20,500 people age 50+ for the VIVA! Choices Lifestyle and Family. VIVA! Choices has a distinctive product mix and the opportunity to be the first in the local market. Other companies in the nation are in the process of addressing this market so it is important to capture the dominant share as soon as possible. VIVA! Choices has great profit potential and the advantage that membership fees may be able to sustain initial overhead after the first year. First year gross revenue goal is $237,000; second year, $414,000; and third year, $615,000. The initial socials, seminars, advertisements and press releases will bring recognition in the local marketplace. The website and collateral materials provide on-going marketing support. Radio and cable TV will be added in the third stage of promotion.

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VIVA! Choices will initially launch in the greater Yuba/Sutter area to refine the process of organization and service delivery. At the end of one year plans call for expansion of the market area to Roseville and Lincoln, both of which have large Sun City communities. Once the business model is established, the concept can be developed and adapted to a variety of communities, particularly in urban environments or areas with a high retirement population. Investment will initially fuel company operations. VIVA! Choices will initially be an investor-funded LLC. Future options include expansion as a C Corporation or franchise organization. Marketing expense of launching VIVA! Choices is estimated at $50,000.

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APPENDIX EXECUTIVE PROFILES Company Leadership Summer Jackson, Chief Executive Officer VIVA! Choices was conceived and founded by Summer Jackson who brings over 26 years of executive level business experience to the company. Her background includes ten years in retail management with national chains such as Office Depot; Administration of Sutter Estates Retirement Community in Yuba City; founder and president of a medical management/staff leasing company as well as two restaurants in Sacramento and Auburn; and co-founder of a non-profit, Professional Caring for Seniors. Ms. Jackson is a true entrepreneur possessing knowledge, skill and experience in up-start business, marketing, sales, training, human resources and the development of proven long-range planning for business growth. Today she is committed to using her past experience and her passion for meeting the needs of people in the 50+ age group, helping to promote the success of her new venture, Viva! Choices ... New Dimensions in Adult Living. Janet Beaver, Chief Operating Officer

Kurt Staple, Chief Technology Office

Deborah Christensen, Chief Financial Officer

ADVISORY BOARD TO BE ADDED

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Summary of work in Marketing to the Boomers and their Elders by Carol M. Morgan & Doran J. Levy, Ph. D. LIFESTYLE SEGMENTS UPBEAT ENJOYERS Enthusiastic, active and involved. Believe they are successful and optimistic about future. Rose-colored glasses. Age has increased attractiveness and sexiness. Feel young and vital. Want to spend retirement expanding intellectual horizons. Will work if convenient. Not looking backward but forward. Least likely to be lonely. Very open to change. Feel lucky. Not interested in beauty products but do enjoy fashion/style. Feel minds are still sharp. Like going to lectures, courses, museums, education. Spontaneous, relaxed in travel. Make own arrangements, like RVs but not really dependent on their cars. Dont believe they will ever retire; work on flexible schedule. Interested in doing more volunteer work. Little concern about financial security. May live in condos (only ones) dont need childrens help in deciding, arent concerned about security. Less time to shop; shop through catalogues. Dont care about senior discounts. VIVA! Choices Travel, courses, lectures, seminars, catalogs, condos, fashion, transportation, marketplace INSECURE Troubled by lack of financial resources. See little improvement in life; uncertain, lonely future. Make continue to work for money. Worry about being a crime victim. Want to look younger. Being financially secure is biggest worry. Will invest extra money. Plan to use money on own needs. Dont ask children for help; only when ill would turn to others for help. Like escorted tours, day trips. Want special discounts, shop at established stores that offer value. Feel life has not been kind; feel lonely and isolated. Best years of life are over. Pessimistic about future. Want to look as young as possible. Feel less attractive and sexy with aging. Investment in beauty treatments. Feel memories are worst. Are somewhat receptive to change but slow to do it. Would like to spend rest of lives in own homes. VIVA! Choices Kids might add money, reverse mortgage, protection/security; beauty treatments, special discounts/marketplace, social events, own cars and homes; traditional, travel agents for trips

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THREATENED ACTIVES Want to preserve independence, work in retirement, remain in own homes and drive own cars. Do not view retirement as time of growth and new interests. Concerned about safety; feel somewhat financially secure. Want to leave children something. Focus of this group is to stay in own home, preserve independence, drive own car. Reject retirement communities and condos. Like to be in a safe neighborhood. very much want to continue working. Dont want to go to lectures, grow intellectually. No interest in vacationing/relaxing. Car is center of lives. Like to take long trips by car or RV. Resistant to change, emphasis on continuity. Want quality of life. Afraid of being crime victim. Basically content with lives; feel successful and life will be good. Accept appearance. Dont feel it important to look young/stylish. Wont go to others for financial advice. Will spend some of money on children. Like special discounts and senior benefits and expect special treatments. VIVA! Choices Services, marketplace, promotions, security, reverse mortgage, car/RV sales & service FINANCIAL POSITIVES Realists and long term planners. Dont want to work in retirement. Very financially secure. Seek value, savvy buyers. Positive view of self and lives. Not satisfied with appearance or memories. Believed they have attained goal of financial security through planning and investments. Rely on advice of financial planners. Dont foresee relying on children. Very savvy shoppers; value, well-known stores. Feel successful and lucky. Optimistic and not lonely. Will live in retirement community, would prefer to live in own homes. Arent interested in moving for security. Will go on escorted tours; slight interest in discounts. Feel aging has few benefits. Memories not as good. Want to look as young as possible. Favor rejuvenating treatments to recapture youth. VIVA! Choices Already have financial advisors, some market referrals, restaurants, travel, beauty, inhome care, reverse mortgage

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LIFESTYLE: FINANCIAL SELF RELIANT SAVERS: Positive about future, avoid debt, use technology, wont use equity or credit, interest rate important, wont use perks from credit card companies, worry about investments, make take big risks to get greater returns, need financial advice but unwilling to pay for it, want to leave money to family, dont want new house. STRAPPED SPENDERS: Spend too much to save or make ends meet. Know they need financial help; like credit card perks, dont care about high interest; want an easy loan; expect to sell house; want to build in warmer climate; concerned about retirement; will pay for financial advice; dont believe SS will be around. WORRIED FRUGALS Terrified of debt; teeter on financial abyss. Will pay for financial advice; afraid of technology; impossible to save; wont use home equity; interest rates important; pay off credit cards every month; tax avoidance strategy; live on investment income; count on SS and pensions; wont take money risks; dont plan to sell home. CREDIT CONSUMERS Multiple credit cards. Dont care about interest. Limit investments, hard to save, have enough to live on. Want loan quickly. Negative view of future. Conservative, risk averse, portfolio not diversified. Will use ATM only. Dont care about investments generating income. No interest in leaving money to others. Want to have house in warm climate. SAVVY INVESTORS Bright future, sophisticated confident investors. Read about economy, will pay for financial advice, comfortable spending and investing, like to deal with investments. Not interest in phone/mail investments; committed to financial planning; highly diversified; dont count on SS or home equity. Will probably sell home. Warm climate/Del Webb. Want to stay out of debt; like perks, will shop for lowest interest rate, use technology.

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