1. 1 Richard Wright – Marketing Strategy Brand Communications Proprietary & Confidential Contents Sales Process Qualifying Leads Sales Conversion Metrics Pricing Policies Sales Planner Messaging, Presentations and Media Statements File Management System for Clients (FMS) Websites Product Logins Solutions Overview Product Descriptions Business Card Assignments Templates Conferences Printed Communications Awards

2. 2 Richard Wright – Marketing Strategy Proprietary & Confidential Sales Process Enforce the 6 Steps for the Sales Process 1.Demand Creation (Awareness) – A Marketing function to communicate each product’s “Value Proposition”: 1.Brand 1 2.Brand-2 3.Brand-3 4.Brand-4 5.Brand-5 2.Buyer Identification (Interest) – A function of the Marketing Staff and Sales Manager to funnel customers 1.Website Leads 2.Conference Leads 3.Phone Call Leads 4.Existing Client Referrals 5.Referrals from Strategic Partners (i.e., trading customer lists, creating incentives, revenue share, etc.) 6.Cold Calling 3.Pricing/Contract Negotiations (Pricing) – Sending the proposal 4.Purchase Commitment (Desire) – Signing each contract through “point of persuasion” 1.Each sales person measures their funnel size via a longer term sales forecast of 90 days. 5.Order Fulfillment (Buying) – Delivery of Product 6.Customer Service – Supporting the Product

3. 3 Richard Wright – Marketing Strategy Proprietary & Confidential Qualifying Leads Joint venture between sales manager and regional manager Qualified leads are from organizations displaying both the intent and the capacity to make a buying decision in a reasonable timeframe. Commonalities in potential clients: –What is your current prime broker relationship? –What are your current volumes? –What instruments are you currently trading? –What platforms are you currently trading on? –What is your method for connectivity? –What banks are you trading with? Cross-selling options: –Ask your best clients what commonalities does their industry share? –Third-party partners (white labels) –Upselling current clients to new services

4. 4 Richard Wright – Marketing Strategy Proprietary & Confidential Sales Conversion Metrics Sales managers assign status on each lead, with maximum 3-month duration allowed in cycle. By using in-process conversion rates, calculate the overall conversion rate (C) at the conclusion of each quarter: (C) = (CA) x (CI) x (CD) x (CB): 1.Awareness (CA) 2.Interest (CI) 3.Desire (CD) 4.Pricing (CP) CP = Total Sales divided by Buying (CB) 5.Buying (CB) Example: –Total Clients in Sales Manager’s CRM = 800 Client Prospects Billed at $560,000 –200 have awareness of Brand-1 (CA) = 25% –100 have interest in Brand-1 (CI) = 50% –70 have desire to contract with Brand-1 (CD) = 70% –56 are under contract (buying) with Brand-1 (CB) = 80% 7% Conversion Rate (C) = 25% x 50% x 70% x 80% $10,000 Average Sale (CP) = $560,000 / 56

5. 5 Richard Wright – Marketing Strategy Proprietary & Confidential Pricing Policies 1.Situational Pricing Policy (Brand-1, Brand-4) –Approach to pricing depends on the type of client and reflects particular social norms in particular niche markets. We start at a price and go up or down, depending on the situation. This flexible pricing allows for high revenue potential from some clients while allowing for the reduction in price for clients who might have been lost otherwise. The method can be bad because it treats customers unequally, resulting in frustration on behalf of the customer or by a sales manager having difficulty understanding the relative situation. 2.Normative Pricing Policy (Brand-2, Brand-3, Brand-6, Brand-5) –Approach to pricing structure is rigid. A product is priced based on the adherence to a price sheet. There is no negotiation. This policy can be bad because the fundamentalist application often disregards any consequences or special circumstances experienced by the customer or service provider because of changes in market forces, service issues or unforeseen circumstances. It is good because it’s easy to enforce, is consistent and does not waste time on negotiations.

6. 6 Richard Wright – Marketing Strategy Proprietary & Confidential Sales Planner

7. 7 Richard Wright – Marketing Strategy Proprietary & Confidential Messaging, Presentations and Media Statements 1.What’s considered “Marketing” and needs approval An invitation or inducement to engage in business activity communicated in the course of business is considered "Marketing" and subject to compliance guidelines. Communications that are "one-offs" and are specific to an individual client or company do not need approval. –The following must be approved in advance: Mass Email; Product Brochures; User Guides; Advertisements; Press Releases; Interviews; Client Presentations including Power Points; Conference Materials and presentations; Media; Press. –The following are not considered to be financial promotions, but must follow the "Fair Clear and not misleading rule“ (Document Available upon request): Telephone Conversations; Emails or letters to a single client; Group email distribution of research; Bespoke slides in client presentations; Cold Calls; RFPs Service issues and outages No written statements and no comments without COMM approval. Press Releases and Media inquiries No comment to media outlets at any time without prior approval Client-issued Press Releases must be approved Personal communication practices have repercussions

8. 8 Richard Wright – Marketing Strategy Proprietary & Confidential Document Management System for Clients (FMS) Workflow for FMS –Create/Approve document (file) for client –Send document to client –Track client –Date of download –Employee activity –Audit Activity

9. 9 Richard Wright – Marketing Strategy Proprietary & Confidential Client Websites External Websites for Clients and Prospects Similar BrandingRedesigned Website Brand-1 http://67.212.231.40/Brand-1http://67.212.231.40/Brand-1 (staged) Brand-2 http://67.212.231.40/brand-2http://67.212.231.40/brand-2 (staged) brand-3Portal.com http://67.212.231.40/brand-3http://67.212.231.40/brand-3 (live) Brand-4.com http://67.212.231.40/Brand-4http://67.212.231.40/Brand-4 (staged) Brand-5.com http://67.212.231.40/Brand-5http://67.212.231.40/Brand-5 (staged) support.ParentBrand.com (FMS) http://67.212.231.40/support/users/loginhttp://67.212.231.40/support/users/login (live) Websites Administration (Where to make updates) Parent Brand Content Management System (CMS) http://67.212.231.40/support/users/login

10. 10 Richard Wright – Marketing Strategy Proprietary & Confidential Product Logins (Non-Marketing) Note: Login portals may be included as links from Marketing Websites but will not be hosted on marketing websites. Brand-1 -> http://brand-1.net Brand-2 -> http://brand-2.com Brand-3 -> http://brand-3.com Brand-4 -> http://brand-4.com Brand-5 -> http://brand-5.com Brand-6 -> http://brand-6.com

11. 11 Richard Wright – Marketing Strategy Proprietary & Confidential Solutions Overview Advanced electronic trading, analytics, back-office reporting and counterparty connectivity Division Overview: –Parent Brand –Sub Brand –Sub Brand II –Sub Brand III –Sub Brand IV –Sub Brand V Brand-1 Brand-2 Brand-3 Brand-4 Brand-5

12. 12 Richard Wright – Marketing Strategy Proprietary & Confidential Product Description Brand-1 Solutions –Trading Solutions –Brand-1 for Institutional Clients –Brand-1 for Retail Clients Applications –Brand Trading System –Brand Research an Analytics –Brand Customer Support –Other Services www.Brand-1.com Brand-1 | Brand-2 | Brand-3 | Brand-4 | Brand-5 Parent Brand

13. 13 Richard Wright – Marketing Strategy Proprietary & Confidential Product Description Brand-2 Solutions –Trading Solutions –Brand-1 for Institutional Clients –Brand-1 for Retail Clients Applications –Brand Trading System –Brand Research an Analytics –Brand Customer Support –Other Services www.Brand-1.com Brand-1 | Brand-2 | Brand-3 | Brand-4 | Brand-5 Parent Brand

14. 14 Richard Wright – Marketing Strategy Proprietary & Confidential Product Description Brand-3 Solutions –Trading Solutions –Brand-1 for Institutional Clients –Brand-1 for Retail Clients Applications –Brand Trading System –Brand Research an Analytics –Brand Customer Support –Other Services www.Brand-1.com Brand-1 | Brand-2 | Brand-3 | Brand-4 | Brand-5 Parent Brand

15. 15 Richard Wright – Marketing Strategy Proprietary & Confidential Product Description Brand-4 Solutions –Trading Solutions –Brand-1 for Institutional Clients –Brand-1 for Retail Clients Applications –Brand Trading System –Brand Research an Analytics –Brand Customer Support –Other Services www.Brand-1.com Brand-1 | Brand-2 | Brand-3 | Brand-4 | Brand-5 Parent Brand

16. 16 Richard Wright – Marketing Strategy Proprietary & Confidential Product Description Brand-5 Solutions –Trading Solutions –Brand-1 for Institutional Clients –Brand-1 for Retail Clients Applications –Brand Trading System –Brand Research an Analytics –Brand Customer Support –Other Services www.Brand-1.com Brand-1 | Brand-2 | Brand-3 | Brand-4 | Brand-5 Parent Brand

17. 17 Richard Wright – Marketing Strategy Proprietary & Confidential Business Card Assignments Overarching Brand TradingResearchPortfolio Solutions Sub-Brand Brand-1Brand-2Brand-5Brand-3Brand-4

18. 18 Richard Wright – Marketing Strategy Proprietary & Confidential Templates Client Facing Power Points –Brand-1 Template –Brand-2 Template –Brand-3 Template –Brand-4 Template Client Facing User Guides/Release Notes/Documentation –Brand-1 Template (U.S.) | Brand-1 Template (A4) –Brand-2 Template (U.S.) | Brand-1 Template (A4) –Brand-3 Template (U.S.) | Brand-3 Template (A4) –Brand-4 Template (U.S.) | Brand-2 Template (A4) –Brand-5 Template (U.S.) |Brand-5 Template (A4) Client-facing Letterhead –Brand-1 Template (U.S.) | Brand-1 Template (A4) –Brand-2 Template (U.S.) | Brand-3 Template (A4) –Brand-3 Template (U.S.) | Brand-2 Template (A4) –Brand-4 Template (U.S.) | Brand-4 Template (A4) –Brand-5 Template (U.S.) |Brand-5 Template (A4) Power Points User Guides Letterhead

19. 19 Richard Wright – Marketing Strategy Proprietary & Confidential Conference Exhibits & Marketing 15-FebCredit Suisse - Global Equity Forum 12-MarMoney Market Expo 2012 25-MarTexpo 18-AprACT Conference 18-AprProfit & Loss - London 24-AprTMAMinn 9-MayPacific NW AFP Conference 23-MayNYCE 30-MayProfit & Loss - New York 6-JunWindy City Summit 20-JunCrane's Money Fund Symposium 10-JulBank Week USA 19-SepProfit & Loss - Chicago 26-SepEurofinace 10-OctCharles River 14-OctAFP 16-OctBank Week Asia 14-NovForex Magnates 19-NovEuropean Money Fund Summit 29-NovBank Week Europe Incentives Sales & Marketing Materials Boothage & Training

20. 20 Richard Wright – Marketing Strategy Proprietary & Confidential Printed Communications - Product Profiles & Adverts Parent Brand TradingResearchPortfolio Solutions Sub-Brand 1 Brand-1Brand-2Brand-5Brand-3Brand-4 Folders Articles Adverts ProductProfiles

21. 21 Richard Wright – Marketing Strategy Proprietary & Confidential Awards for our Services –2014 Brand-2 – Industry Awards Brand-2 – Readers’ Surveys Brand-1 – Magazine Awards Brand-1 - Polls