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#2 - Business Plan/Planning

Thursday, July 17, 2008 6:38 PM

From:
"tim trevathan" <trevathantim@yahoo.com>
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To:
"Lawrence Davis Publisher Splash Magazines Worldwide" <ld@lasplash.com>
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• I can do it on an 'Ad hoc' basis (School starts in a couple of weeks - it would have been better if we started back in
May but all good thing come at the proper time).
• I would want to outline some goals [per our previous conversation], outline some expectations and set some
revenue targets.
• With the new high price of Gas and Food, people are going to be less inclined to go out and do these writing gigs
unless they are very close to them and local.

1. The time/reward ratio is lost

2. Cost of gas/time outweighs the personal experience/entertainment benefit
3. Cost of time will be spent earning money in other ways to supplement higher gas/food costs
4. less time/money means less personal time to be entertained due to the time/gas COST element
5. We need to find a way to equalize that element with some form of incentive (gas cards or spending $ at events)
since their ability to attend is going to be affected by the shortage of $ they are now experiencing.
6. An army of college interns can be of some relief for short term, location (near them) specific 'gigs', but the success
of that lies in an oversight person to 'herd the cats' to make the volume aspect of it work in accountability.
7. Out reach to colleges with communication/news/public relations majors is a start, but follow-up and follow-through
will be 'key' to that being a successful supplement to the 'pros' you have been counting on [currently have on
board.]
8. Interns also change every year, so the volatility/turnover has to be managed with a Sr. person training a few
underlings who train the workers (train the trainer) ideology.
9. That takes a lot of TIME, but reduces COST [AMC uses this model to hire H.S. students and turns them over
every 6 mos, due to an abundant supply of first time job seekers].
10. I can lay out a plan and work with some motivated and mature people to execute [including you] but we would
have to create a structure that disseminates responsibility better for the CEO/CFO/COO roles and how they are
distributed as well as responsibilities to move forward.
11. CAPITAL is always available for the RIGHT ideas, and online advertising just won the 2008 business awards.
12. companies who want to survive advertise MORE in a down-turn to survive and THRIVE to consolidate market
share and take advantage of other co.'s lack of resources.

--- On Thu, 7/17/08, Lawrence Davis Publisher Splash Magazines Worldwide <ld@lasplash.com> wrote:

1
From: Lawrence Davis Publisher Splash Magazines Worldwide <ld@lasplash.com>
Subject: RE: July 28th 7:30pm SAMANTHA MOLLEN at HOTEL CAFÉ
To: trevathantim@yahoo.com
Date: Thursday, July 17, 2008, 2:58 PM

I agree totally. I am however not a salesperson and those I meet have been very flakey. Do you have any interest in
setting up the revenue based system or know anyone who is?

Thanks,
Lawrence Davis
Publisher/Editor in Chief
Splash Magazines Worldwide
8033 Sunset Blvd. #841
Hollywood CA 90046

323.650.0084

LD@lasplash.com

*****We have local editions located in the following 20 cities: Amsterdam – www.amsterdamsplash.com, Atlanta -
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From: tim trevathan [mailto:trevathantim@yahoo.com]

Sent: Thursday, July 17, 2008 2:24 PM
To: Lawrence Davis Publisher Splash Magazines Worldwide

2
Subject: Re: July 28th 7:30pm SAMANTHA MOLLEN at HOTEL CAFÉ

Lawrence,
If you had an ad revenue base [instead of a barter system] you could hire someone [or several
'someone's] to do the 'cropping' of pictures and the posting of articles [as a technician] other than you having to
do it all. Journalist [who write for a living] could attend to what they do best;

1. Hob Nobbing
2. Making connections
3. Writing Articles
4. Add value by the content of their writing - not in the details of technology
5. Paying a $300 lawyer to change the printer cartridge is not the best 'highest use index'
Thursday, July 17, 2008 11:46 AM
From:
"tim trevathan" <trevathantim@yahoo.com>
View contact details
To:
"Lawrence Davis Publisher Splash Magazines Worldwide" <ld@lasplash.com>
Cc:
"Lawrence Davis" <ld@splashmagazinesworldwide.com>
Lawrence,
All of these events look really cool [and I would like to earn my way to all of them], but I am money motivated
'first', so going for free is helpful and the is an excellent in-road to opportunities and events that I may not be aware of [or
have access to] otherwise, but my focus is making the most amount of $$ with the least amount of TIME while I am in
Grad School. Keep me on the email list, it is interesting to hear about the events.

P.S. - I could find you tons of willing student journalists as 'free' interns by simply forwarding a few emails, but "What's in it
for ME"? (The question you seem to fail to answer in most of your presentations, if people are already journalist and that
means writing to get a free trip, hotel etc., your setup is appealing, but otherwise, it is a lot of work [and time] for those not
in the industry already. Tim.

P.P.S. - If you had a 'revenue' or advertising model, you could hire a 'train-the-trainer' person to take some of the time
aspects of training off of your plate so that instead of being the COO and having to have such a large role in day-to-day
operations, you could set CFO - financial goals as well as CEO - Large strategic goals and initiatives.