1. TuneAttic Business Plan, Confidential Page 1 TuneAttic Business Plan, Confidential Page 1 Mark Mulligan December 2011 360 Degree Music Service Assessment

2. Mark Mulligan - December 2011http://musicindustryblog.wordpress.com/ Overview The 360 Music Service Assessment is a holistic expert review tool that deploys a user needs based approach to address: Usability and user experience Ability to support multiple use cases Feature sets and functionality Market positioning Competitive strengths Branding Go-to-market and partner strategy Pricing Business model validity

3. Mark Mulligan - December 2011http://musicindustryblog.wordpress.com/ Typical Project Milestones Kick off meeting to identify and align priorities and expectations, as well as key stakeholders within clients organization Initial stakeholder interviews (e.g marketing, product, business development) Conduct Assessment (see next slide for more detail) Deliver preliminary findings Present final findings Deliver complete deliverables (see Deliverables slide for more detail) Optional additional workshops and implementation sessions

4. Stage 1: Identify and define target segments. Test opportunity. Identify needs and typical use cases. GROUP A GROUP B Stage 2: Test service against discreet use case scenarios and across platforms. Assess feature-sets against competition. Usability analysis goes here and here and here Usability analysis goes here and here and here Usability analysis goes here and here and here Usability analysis goes here and here and hereUsability analysis goes here and here and here Stage 3: Provide qualitative scores, usability and experience assessments, tactical and strategic recommendations. Mark Mulligan - December 2011http://musicindustryblog.wordpress.com/ SERVICE LEVEL TESTING MARKET LEVEL ASSESSMENT The Three Key Stages of the 360 Music Service Assessment Process

5. Mark Mulligan - December 2011http://musicindustryblog.wordpress.com/ A Multilayered Usability and Experience Assessment Tool Tried and tested with multiple digital music services, the Usability and User Experience assessment tool provides the qualitative foundation for the 360 Music Service Assessment

6. Mark Mulligan - December 2011http://musicindustryblog.wordpress.com/ Competitive Market Scores Lead to Opportunity and Risk Identification Example comparison services

7. Mark Mulligan - December 2011http://musicindustryblog.wordpress.com/ Nature of content delivered Consumer segments characterization Quantitative and qualitative assessments of usability Tactical recommendations including screenshots identifying usability, user experience and consumer journey factors Tactical recommendations (including prioritization recommendations) Strategic recommendations (including competitive marketplace positioning, channel partnerships, go-to-market strategy, branding etc.)

8. Mark Mulligan - December 2011http://musicindustryblog.wordpress.com/ Typical Deliverables Excel of assessment tools Powerpoint presentation On-site delivery Written report

9. TuneAttic Business Plan, Confidential Page 1 TuneAttic Business Plan, Confidential Page 1 Interested? For more information email mulligan_mark@hotmail.com or call +44 (0)780 11 66 712 mulligan_mark@hotmail.com Contact: Mark Mulligan Phone: +44 (0) 780 11 66 712 Email: musicindustryblog@gmail.com URL: http://musicindustryblog.wordpress.com/ Twitter: @mark_mulligan