1. TVIsland.com The world of entertainment This report is solely for the use of client personnel. No part of it may be circulated, quoted, or reproduced for distribution outside the client organization without prior written approval from McKinsey & Company. This material was used by McKinsey & Company during an oral presentation; it is not a complete record of the discussion. TV-Film-News-Sport European Launch in 2006 on basis of TVguide.dk established in 2001

4. Stages of a Start-up Stage 1 Stage 2 Stage 3 Tvguide.dk idea generated Business plan preparation Start-up and growth Established company Interest of investors Financing decision Exit of initial investors

6. Elements of a promising business idea CLEAR CUSTOMER VALUE MARKET OF ADEQUATE SIZE FEASIBILITY AND PROFITABILITY Successful ideas demonstrate how big the market is, the target customers and how the product differs from the competition SUFFICIENT DEGREE OF INNOVATION Create a new product or a new way of delivering an existing product – do both and create a new industry Ideas should be feasible with realistic time and resource plans The key to success is satisfied customers, not a great product “ There is nothing in the world as powerful than an idea whose time has come” Victor Hugo

8. Role of traditional service providers Patent lawyers Tax consultants Market researchers PATENTS TAX MARKET RESEARCH Professional advisors can help to clear hurdles Long term success

10. Collective team strength Well constructed teams provide a strong basis for success Team members Inventors Entrepreneurs Team members Finance SUCCESS

11. Network support START-UP Venture capitalists Friends Sponsors Other start-ups Service providers Peers Entrepreneurs Academics Use all connections

13. “ Writing a Business Plan forces you into disciplined thinking, if you do an intellectually honest job. An idea may sound great, but when you put down all the details and numbers, it may fall apart” Eugene Kleiner, Venture Capitalist

15. Elements of a Business Plan Business concept Draft business plan ‘ Final’ business plan Focus of this phase Part of this phase Importance 1. Executive summary 2. Product or service 5. Marketing and sales 6. Business system and organisation 7. Implementation schedule 3. Management team 4. Market and competition 8. Opportunities and risks 9. Financial planning and financing

26. “ Invest in people, not ideas” Eugene Kleiner, Venture Capitalist

29. GOOD LUCK