masterseeks businessplan

BUSINESSPLAN

1

INVESTMENT OPPORTUNITY IN THEFUTURE GLOBAL B2B SEARCH ENGINE

Businessplan

The information contained herein has been provided on a confidential basis solely for the use of the person to whom it has been delivered. It may not bereproduced, forwarded or provided to any other person. The distribution of this information does not constitute or form an offer to participate in any investment.

BUSINESSPLAN

2

CONTENT

Executive summary

Market survey and Masterseek's positioning

Masterseek's value proposition towards users

Masterseek's value proposition towards advertisers

Masterseek’s value proposition towards partners

Masterseek's organization and management

Masterseek's development

Financial key figures

Implementation plan

BUSINESSPLAN

3

EXECUTIVE SUMMARY

Market survey and Masterseek's positioningAs the search engine enviroment has matured the next challange is clearly transparency and in-depth relevance.

The most obvious search engine gap concearns market that relates to Business 2 Business searches, where services asgoogle and Yahoo! have only very limited value for companies searching for business related issues and services.

The Masterseek solution will bridge this gap with the creation of the most powerful user subscription free B2B searchservice in the world based on a a clear concept and superior crawler technology.

The main income source stems from link and key word subscriptions from companies listed in the database. With a basiclink and key word subscription cost of around only USD 300 per annum the barrier of entry to sales should be low or evenvery low.

There are only a few players on the market with regards to company information, and no players have positioned themsel-ves as a supplier of global, detailed business to business information. All suppliers on the market leave room for improvedvalue proposition, although with regards to different parameters.

Masterseek's value propositionWith its value proposition, Masterseek will acquire a large part of the market of online marketing which is very large and isexpected to double over the next five years. Masterseek will deliver a unique value proposition to two target groups - theusers and the advertisers.

BUSINESSPLAN

4

EXECUTIVE SUMMARY

Masterseek will provide the users of the company information with a new and attractive value proposition on five core parameters:

• Width: To deliver the largest database of company information both with regards to the number of companies and the numberof countries covered.

• Depth: To deliver the most detailed and categorized database of company information.• Updating: To deliver a database of company information which is always updated. Precision: To deliver information that match

the search criteria relevantly.• Cost: To deliver a wide range of services for free.

Masterseek's value proposition is supported by specially developed web crawlers, data mining software and advanced searchalgorithms which guarantee the users the most effective information search. Masterseek will utilize their competences withinoptimizing search words and their technology to meet the key criteria of the advertisers: a large target group that is relevant inrelation to the company's products, effectiveness of the search that ensures that the advertisers are positioned where the usershave the greatest inclination of making a buy, and low costs which are directly related to the number of clicks to the advertiser'swebsite (pay-per-click).

Masterseek have defined a number of products that are particularly attractive in comparison to the criteria of the advertisers:Sponsor links which are targeted directly at the relevant "users" based on these search criteria, MasterListing: companymemberships give the opportunity to add further search words and detailed information about the company and Datablocks:extracts from Masterseek's database targeted according to the specifications of the inquirer.

BUSINESSPLAN

5

EXECUTIVE SUMMARY

Masterseek's organization and managementMasterseek's management ensures strong competences in relevant areas regarding building and running companies and newbusiness areas, optimizing search engines, data mining, application's development, sales, marketing and investor relations.The day to day management is supported by a strong supervisory board and an advisory board with experience in managinginternet companies, internet based partnership agreements and strategy.

Financial developmentSignificant growth in both turnover and EBIT is expected over the 6-year period estimated in the business plan.The costs consitute a relatively small fraction of the turnover, which emphasizes the attractiveness of Masterseeks business modelBased on traditional valuation methods Masterseeks Net Present Value is estimated to be in the interval of 400-600 million USD.

Contact us:

Claus JakobsenPresident & CEO.Cell: (+45) 28998899

Masterseek Corp.82, Wall Street10005, New York, USA

Rasmus ReferFounderCell (+45) 20300606

BUSINESSPLAN

6

CONTENT

Executive summary








Implementation plan

BUSINESSPLAN

7

MARKET ANALYSIS SHOWS A NEED FOR AN EFFECTIVE TOOL FOR GENERATINGGLOBAL AND PRECISE COMPANY INFORMATION

• Increasing outsourcing• Increased globalisation• Greater demand for new saleschannels Increased need formanageability

• Most search engines cover glo-bally but require a lot of furtheradaptation to deliver precise B2Binformation

• The existing suppliers of directoryservices are either national orregional in their geographicalcoverage and are restricted tobasic information

Market analysis shows possibleimprovement on the parameters:• Width of company information• Depth of company information• Updating• Precision• Cost

Increasing need for globallyavail-able and precise companyinformation

Only few players on the marketwhere none have positionedthemselves as a supplier of globaldetailed B2B information

Compared with other suppliersof company information valueproposition can be significantlyimproved

A need for an effective tool for generating global and precise company information

BUSINESSPLAN

8

DEMAND FOR GLOBALLY AVAILABLE AND PRECISECOMPANY INFORMATION IS INCREASING

Increasing outsourcing- Technological innovation has lead to increased complexity in modern production methods.In order to meet the increasing competition on price and quality, companies utilize outsourcingincreasingly as a strategic tool

Increased globalisationMore and more companies operate on the global market in order to rationalize their produc-tion. The internet has contributed considerably in making trade across borders more easy

Greater demand for new sales channels- Demands are still made and there are still expectations for the companies' growth andmarket position; which is why a greater number of companies constantly have to establishnew sales channels including extending their dealerships abroad

Increased demand for manageability- Today the internet consists of billions of webpages with information on companies, publicinstitutions, private persons and many more, however, in order to utilize the potential of theinternet, easy and quick access to the relavant information is crucial

• Increasing need forglobally availablecompany information.

• With the internet thereis an opportunity tocover this need

• However, it requires aninformation forumwhere search hits arerelevant and precise

BUSINESSPLAN

9

ONLY FEW PLAYERS IN THE MARKET WHERE NONE HAVE POSITIONED THEMSELVESAS A SUPPLIER OF GLOBAL DETAILED B2B INFORMATION

Positioning opportunity

Primary B2B information

National/regional Interational/global

Detailed B2B information

Differentiation in comparison to existing search methods

• Most search enginescover globally but requirea lot of further adaptationto deliver precise B2Binformation

• The existing suppliers ofdirectory services are eit-her national or regional intheir geographical cove-rage and are restricted tobasic information

• Business opportunity onthe market for globalBusiness to Businessdirectories

BUSINESSPLAN

10

COMPARED TO OTHER SUPPLIERS OF COMPANY INFORMATION VALUE PROPOSITIONCAN BE IMPROVED (1 OF 2)

ESTIMATES Width of company information Depth of company information Updating information

Hoovers

Kompass

Europages

Eniro/WLW

D&B

14 mil companies inthe US and UK

1.9 mil companiesworldwide

550.000 companiesin Europe

450.000 companiesin Scandinavia(Europe)

90 mil companiesworldwide

Basic information and fi-nancial information. No se-cond layer information(e.g.specific roduct numbers)

Basic information. Nosecond layer informa-tion

Basic information. Nosecond layer informa-tion

Basic information. Nosecond layer information

Basic information andfinancial information. Nosecond layer information

Manual updating basedon individual deliveryfrom au-thorities andcompaniesManual updating basedon individual deliveryfrom companies

Manual updating basedon individual deliveryfrom companies

Manual updating basedon individual deliveryfrom companies

Manual updating based onindividual delivery from aut-horities and companies

Only D&B cover more companiesworldwide, however they are moreexpensive and more difficult touse

Increased updating rate willprovide greater validity andquality of information

Existing directories deliver onlybasic information. No one deli-vers content directly from thecompanies' websites

High

Low

BUSINESSPLAN

11

COMPARED TO OTHER SUPPLIERS OF COMPANY INFORMATION VALUE PROPOSITIONCAN BE IMPROVED (1 OF 2)

ESTIMATES Precision of information Cost Total score

Hoovers

Kompass

Europages

Eniro/WLW

D&B

Difficult to find preciseproduct information.

Easy to find preciseproduct information.

Fairly easy to findprecise productinformation

Fairly easy to findprecise productinformation

Difficult to find preciseproduct information.

Payment for largely allinformation

Partly payment forinformation

Free search

Free search

Payment for allinformation

Good depth, width in the USand UK and updating, however,poor precision and high cost

Geographic limits as well asless depth and slow updating.Good precision, however

Geographic limits as well asless depth and slow updating.Free user access, however

Geographic limits as well asless depth and slow updating.Free user access, however

Good depth, width and upda-ting, however, poor precisionand high cost

There is a need for precisecompany and product informationbeing found easily and intuitively

All competitors leave room forimprovement, although withregards to different parameters

Europages and WLW have freebasic information, however, theyonly cover European companies

High

Low

BUSINESSPLAN

12

Increasing need forglobally availableand precise compa-ny information

Only few players onthe market wherenone have positio-ned themselves asa supplier of globaldetailed B2B infor-mation

Compared withother suppliers ofcompany informa-tion value proposi-tion can be signifi-cantly improved

A review of the market points to a need that isnot being covered...

... which Masterseek can fill byachieving their vision

Vision:

• Through advanced and speciallydeveloped software Masterseekwill obtain and index companyand product information from allcompanies in the world, thusdeveloping the largest leadingglobal business to businessdirectory

• Masterseek will create the mostprofitable business to businessdirectory via a unique conceptproviding all companies with theopportunity to present and mar-ket their company, its productsand services locally as well asglobally.A need for an effective tool for generating

global and precise company information

THE BASIS FOR MASTERSEEK'S VISION IS THE IDENTIFIED MARKET NEED

BUSINESSPLAN

13

Who:• Small, medium sized and largecompanies

• Importers / exporters• Public industrial developmentboards

• Organizers of Expos

Utilization:• To find suppliers• To find products• To research / monitor thecompetition

• To analyze investmentopportunities

Criteria:• Width of company information• Depth of company information• Updating• Precision• Cost

Who:• Small, medium sized and largecompanies

• Exporters

Utilization:• To expand outlets• To sell products• To acquire extensive companyinformation to be used in forinstance direct marketing

Criteria:• Size and relevance of the targetgroup

• Effectiveness• Costs

MASTERSEEK WILL DELIVER A UNIQUE VALUE PROPOSITION TO TWO TARGET GROUPS - THE USERSAND THE ADVERTISERS

The target group "The users" Unique value proposition The target group: "The advertisers"

BUSINESSPLAN

14

MASTERSEEK WILL CAPTURE A CONSIDERABLE PART OF THE ADVERTISING MARKET FOR ONLINEMARKETING WITH ATTRACTIVE VALUE PROPOSITION; THIS MARKET IS FAIRLY LARGE AND ISEXPECTED TO GROW FURTHER OVER THE NEXT FIVE YEARS

Online marketing is expected to constitute 10%of the total American marketing budgets for 2006...

... And the global market for online marketing isexpected to double over the next five years

CAGR: 12%

ESTIMATES

2004 2010

Source: Jupiter Research, Kelsey Group

Percentage ESTIMATES

BUSINESSPLAN

15

CONTENT

Executive summary








Implementation plan

BUSINESSPLAN

16

Masterseek have great depth

• Masterseek's software and webcrawler areconstantly and automatically updating thedatabase with a large volume of new datafrom the companies' websites

• Furthermore, Masterseek have affiliateagreements guaranteeing additional and rele-vant information on the individual company

Masterseek have focused width

• On Masterseek you can find the companiesand products you want immediately - regard-less of line of business and country

• Over 22 million companies from 75 countriesare indexed in Masterseek version 1.0 anddivided into 50,000 categories that togetherprovide more than 100 million products andservices

• Performing a search on Masterseek is at thesame time simple, manageable and easy to do

Width• To deliver the largest database ofcompany information both withregards to the number of companiesand the number of countries cove-red

Depth• To deliver the most detailed andcategorized database of companyinformation

Updating• To deliver a database of companyinformation which is always updated

Precision• To deliver information that match thesearch criteria relevantly

Cost• To deliver a wide range of servicesfor free

MASTERSEEK WILL GIVE THE USERS ACCESS TO A NEW AND ATTRACTIVE VALUE PROPOSITION

Existing search methods for company infor-mation do not meet the need of the usersfor both precise width and updated depth...

...which is meet byMasterseek's technology

Masterseek will offer a new andattractive value proposition

Seach engines are unfocused and display lackof depth within company information

• Search engines such as Google and Yahoodeliver large quantities of information andwidth. However, the information is often con-fusing and does not focus on the given areassuch as company information

• The inquirers use a lot of time finding anoften insufficient quantity of relevant compa-ny information

Directories lack width and continuous updatingof depth information

• Directories such as Kompass, Europages,WLW and Hoovers have relatively large depth,however, at the same time a limited width ofcompany information (0.4 MM - 1.9 MM)

• This is due to the fact that these directoriesmainly limit themselves to parts of Europe orthe US

BUSINESSPLAN

17

MASTERSEEK'S VALUE PROPOSITION IS SUPPORTED BY SPECIALLY DEVELOPEDWEBCRAWLERS, DATAMINING SOFTWARE AND ADVANCED SEARCH ALGORITHMS

Guaranteeing GUARANTEEING GUARANTEEING

WIDTH PRECISION NO USER COSTS

DEPTH

UPDATING

Masterseek's intelligentand specially developed soft-ware guarantee support of

value proposition

Online Users

Searching:• Products• Categories• Names• Regions• Etc.

Result:• Manageable information• Precise information• All types of information• Updated information• Relevant active links

Masterseek’sdatabase

• Advanced search

algorithm

• Data mining

• Categorizing

Masterseek'sintelligentwebcrawling

1 4 5

2

3

Data supply fromaffiliate partners(e.g. news, annualaccounts etc.)

Data supply from com-panies (e.g. changingcontact information ornew employees etc.)

Websites

BUSINESSPLAN

18

Masterseek is strong when it comes to width, depth and updating• Over the last 7 years Masterseek have developed webcrawler software that automati-cally and constantly search company websites in 23 different languages. Then theinformation is indexed in Masterseek's database in order for the company informationand products are easily and quickly obtainable

• At the same time, because of their state of the art terrabyte server part, Masterseekprovide companies with free access to updating basic information on Masterseek andaffiliate partners' information is automatically and constantly updated

• Other directories collect most of their information via telemarketing and direct mail.This process is slow as well as costly. Masterseek have several more easily availableinformation compared to the competitors

• This method provides a large quantity of nuanced information in a cost effective way.That is why Masterseek have the largest information supply as well as the lowestcosts for data collection compared to the competitors

Today’s search engines actually reduce the chance of finding the right pieces of information.Masterseek is a tool that counters this trend. Masterseek could be a very useful tool forSiemens”.

MASTERSEEK'S STRENGTH ON WIDTH, DEPTH AND UPDATING PROVIDE THE USERS WITHTHE LARGEST ACCESS TO RELEVANT COMPANY INFORMATION COST EFFECTIVELY

Guaranteeing

WIDTH

DEPTH

UPDATING

1

2

3

Data supply from clientsand affiliate partners

(News, changing contactinformation, changingkey employees, etc.)

Masterseek'sintelligentwebcrawling

“Corporate Communications Executive”

Websites

BUSINESSPLAN

19

The point of departure is theopportunity for advancedsearch

Search word• Flat screen• OEM products• Taiwan

It is processed in Masterseek'sdeveloped software and serverPark...

• Strong and scalable server parkfrom HP

• Intelligent software utilizingsearch words, IP addressesand country codes

• Intelligent algorithms(master rank)

• Cache memory rememberingprevious search attempts

...guaranteeing a precise andquick search

• Quicker data request than theclosest competitors

• No irrelevant information• Sorting by relevance• User-friendly experience• Easy access to subpages withfurt er detailing the requiredinformation

Masterseek’sdatabase

• Advanced search

algorithm

• Data mining

• Categorizing

Guaranteeing

PRECISION4

"You only have to take a look at the site and see how quick it is. There isn't anything there that you don't need. The categories,the companies, the news, well, everything a company would like to see. And it's easy to find. Very credible".

MASTERSEEK'S PRECISION GUARANTEES THE USERS THE MOST EFFECTIVE INFORMATION SEARCH

“E-business executive”

BUSINESSPLAN

20

Searching:ProductsCategoriesNamesRegionsEtc.

Result:Manageable informationPrecise informationAll types of informationUpdated informationRelevant active links

MASTERSEEK'S USER ACCESS DIFFERENTIATES BY PROVIDIND FREE ACCESSTO ATTRACTIVE COMPANY INFORMATION

Online Users

Guaranteeing

NO USER COSTS5

INFO

RM

ATIO

N

Basicvalueproposition

within

companies

Attractivevalueproposition

withincompany

information

FEE BASED FreeCOST

Masterseek providethe best cost / benefitratio to potential users

BUSINESSPLAN

21

CONTENT

Executive summary








Implementation plan

BUSINESSPLAN

22

Key criteria • Considerable size of relevant traffic from target group is crucial for the directories’ ability togenerate a turnover

• Masterseek's unique value proposition towards users is a strong foundation for creating alarge target group

• Masterseek will utilize their competence in optimizing search words to generate traffic fromGoogle, Yahoo and MSN

• Masterseek will create massive PR and marketing to generate traffic

• Online marketing in an internet BtB forum is particularly attractive - companies can targetcampaigns by choosing the terms and search words that are relevant in relation to theproducts, thereby reaching a clearly defined, targeted and relevant target group

• The users of Masterseek have a defined need (searching) and are open to marketing- users of B2B search are more likely to make a purchase than ordinary inquirers.

• Masterseek provide easy and precise information, thus minimizing the search time andstrengthens the value proposition towards the users

• It is important that companies get the opportunity to raise their profile attractively• Masterseek is an interactive media which is why there is an opportunity for immediate "action"

• The most common form of income model for online advertising is PPC (pay per click) - inconnection with Masterseek this means that you only pay for the person having performeda search on the company search words and then "clicked" on the company's link

• The companies only pay for the number of visits they want

MASTERSEEK'S VALUE PROPOSITION MUST MEET THE ADVERTISERS' KEY CRITERIA

Size and relevance ofthe target group

Effectiveness

Costs

BUSINESSPLAN

23

Sponsor links

Direct links to advertisers

Differentiated pricing dependson placement

My Masterseek profile (seefurther details in the appendix)

Masterseek BasicThe company is listed and is guaran-teed a good exposure based on key-words and based on additional listingof products.$299,- /12 months subscription

Masterseek AdvancedThe company is listed and is guaran-teed a good exposure based on key-words and based on additional listingof products, company news, vacantpositions etc.$449,- /12 months subscription

MASTERSEEK HAVE DEFINED A NUMBER OF PRODUCTS THAT ARE PARTICULARLY ATTRACTIVEIN COMPARISON TO THE CRITERIA OF THE ADVERTISERS

The key criteria of the advertisersSize and relevance of thetarget group

• Masterseek have a global targetgroup

• Sponsor links are targeted directlyat the relevant "users" accordingto their search criteria

• Masterseek have a global targetgroup

• By being a member, you can addsignificantly more search wordsmeaning that more people andmore relevant target groups willfind you

Effectiveness

• Masterseek provide effective marke-ting: Masterseek generate "click"from the users that have a definedneed for the respective company andprovide the opportunity for immediateaction"/approach

• Sponsor link has a predominantplace on Masterseek

• The opportunity to present the com-pany in a very attractive way com-pared to the competing directories

• Easy and manageable format for"the users"

• The opportunity for targeting theprofile via access to user statistics

Costs

• With a pricing that correspondsto the less attractive competi-tors' price level, Masterseek isparticularly attractive from theadvertiser’s perspective

• With a pricing that correspondsto the less attractive competi-tors' price level, Masterseek isparticularly attractive from theadvertiser’s perspective

Masterseek's products

BUSINESSPLAN

24

Data blocks

Delivery of specifically adjusteddata blocks and services whichare matched and presentedaccording to the client's request

Price per unit

Banner Ads

Direct links to advertisers

Differentiated pricing depends onplacement and popularity of thechosen search terms

MASTERSEEK HAVE DEFINED A NUMBER OF PRODUCTS THAT ARE PARTICULARLY ATTRACTIVEIN COMPARISON TO THE CRITERIA OF THE ADVERTISERS

The key criteria of the adverti-sers Size and relevance of thetarget group

• The opportunity to defineglobal target group

• The opportunity to define yourown target group very precise-ly by using product codes

• One legal entity and with thatthe opportunity to run all datatransversely

• Masterseek have a globaltarget group

• Banner ads are targeteddirectly at the relevant "users"according to their searchcriteria

Effectiveness

• In depth data

• Company indices guaranteeoptimal targeting andeffectiveness

• Constant updating guaranteesvalidity and effectivenesswhen using data

• Masterseek provide effectivemarketing: Masterseek genera-te "click" from the users thathave a defined need for therespective company and provi-de the opportunity for imme-diate "action"/approach

• Few banner ads per page willprovide great visibility onMasterseek

Costs

• With a pricing that corres-ponds to the less attractivecompetitors' price level,Masterseek is particularlyattractive

• With a pricing that corres-ponds to the less attractivecompetitors' price level,Masterseek is particularlyattractive from the adverti-ser’s perspective

Masterseek's products

BUSINESSPLAN

25

IN THE LONG RUN MASTERSEEK HAS THE OPPORTUNITY FOR INTRODUCING PRODUCTS THAT WILLGENERATE CONSIDERABLE EXTRA TURNOVER

Masterseek's products The key criteria of the adver-tisers Size and relevance ofthe target group

• Masterseek have a globaltarget group

Effectiveness

• With web link the searchresult appears objective,thus lowering user barriers

• More easy for "the users" toclick on web link and thus aclear differentiation compa-red to companies that do notprovide web link

Costs

• Since there is an opportunityfor placing more web linksper page, it is possible toprovide a competitive priceper "click"

It is a strategic decision not to introduce these product at the launch ofMasterseek in order to:• Guarantee a credible profile as an objective search method (search

results not dependent on advertising)• Guarantee that all companies have web link in the beginning (not possible

to make deals with all companies in Masterseek in the short term)

Web link

In the long run it will be possi-ble to introduce PPC (pay perclick) for click on web link forthe individual companies

BUSINESSPLAN

26

CONTENT

Executive summary








Implementation plan

BUSINESSPLAN

27

MASTERSEEK'S VALUE PROPOSITION TOWARDS PARTNERS

Masterseek’s audience and user are at-the-work professionals who comes from a wide range of industries. The targetuser will most likely be interested in several business related information and services.

ServicesA partnership with Masterseek can direct targeted users and potential buyers of services like to specific suppliers of:Company information of higher dept, Credit information, Online travel booking, Online purchase of IT services andHardware, Recruitment services, Stock listing and financial services, Online Marketing & advertising and many more.

ContentMasterseek even offers partnerships for other portals with a Business to Business oriented content, which gives the part-ner a high quality of dynamic content with a high relevance for the targeted user and audience.

SalesThe wide range of proven online advertising concepts gives partners of sales an interesting possibility. Both MasterseekMembership profiles and Text link advertisement are requested by professional marketeers due to the highly defined tar-get group and audience on Masterseek. A sales partnership can be with both professinal SEO companies and consul-tants and core sales companies.

BUSINESSPLAN

28

CONTENT

Executive summary








Implementation plan

BUSINESSPLAN

29

MASTERSEEK'S ORGANIZATION HAS STRONG COMPETENCES IN ALL AREAS ANDHAVE LEADING SUPPLIERS AS SHAREHOLDERS

Board of DirectorsAppointment are pending

Advisory BoardChristian BahlThor Høberg-Petersen

IT & DevelopmentRasmus Refer

GeneralManagementRobert Perz

PROutsourcedBurson Marsteller

Sales & Marketing

Management teamClaus Jakobsen, COORasmus Refer, CTOMartin Ohrt, CFO

Key suppliers to MasterseekFujitsu-Siemens supplierRackhostingJay.Net, Search, Technology11Design, CVI and design

BUSINESSPLAN

30

MASTERSEEK’S MANAGEMENT HAS STRONG COMPETENCES WITHIN CONSTRUCTION AND OPERATION OFNEW BUSINESS AREAS, SEARCH ENGINE OPTIMISING AND IT IS SUPPLEMENTED BY A STRONG NETWORK

Advisory Board

Name Short CV

Christian Bahl • Executive MBA in Strategic management, 2005• Sales manager and co-owner, Jobindex, (1997 – today), Has established partnershipswith companies such as Altavista, Eniro, TV2, Tele2, MSN, Yahoo, Jubii, TvDanmark, etc,

• Advisory board member for Kultunaut

Thor Høberg-Petersen • MBA, Finance and Strategy, Yale School of Management, Yale University, 2000• BeautyJungle,com, Strategic Planner, 1999• Associate, McKinsey & Company, 2000 – 2001• Zacco A/S, Executive Assistant, 2002 -

BUSINESSPLAN

31

... AND MASTERSEEK’S ORGANISATION HAS VAST EXPERIENCE AND STRONG COMPETENCESWITHIN ALL CORE AREAS

Management Team

Name Short CV

Claus Jakobsen President & CEO• 1980-1986 IT consultant in Burroughs Data Systems (later Unisys). Focus on project and production management• 1987-1991 Senior at Tandem Computers. Focus on major projects in manufacturing• 1991-1994 Sales of SAS Data. Focus on Facility Management of Operations and networking tasks• 1994-1995 Executive Officer of Unisource Business Networks. Focus on the establishment of the Telia-owned company inDenmark

• 1995-1998 CEO of Telia Denmark. Focus on building the organization and customer base in Denmark• 1998-2001 Managing Director of Tele1 Europe (later Song Networks). Focus on building the organization, customer base andfire in Denmark

• 2001-2002 Executive Vice President of Songs Nordic leadership based in Stockholm. Focus on the realization of synergies inproduction unit PR

Martin Ohrt Chief Financial Officer• Regional manager, Denmark at Freetrax A/S• Label manager at Sony Music Denmark

32

CONTENT

Executive summary








Implementation plan

BUSINESSPLAN

BUSINESSPLAN

33

2. Q 2008 3. Q 2008 4. Q 2008

MASTERSEEK’S STRATEGIC DEVELOPMENT SHOULD MAKE A STOCK ENCHANGE LISTINGPOSSIBLE EARLY 2009

• Launch of masterseek.comas a unique tool for companyinformation

• Uploading of affiliate informa-tion is commenced

• Sale of Masterseek servicescan commence: Sponsorlinks,banner advertisements andmembership subscriptions

• 45 mill. companies and 25 mil.company websites uploaded

• Visitors: 50.000/day• Employees: 5• Focus countries with respectto sale and marketing:Scandinavia

• Jobportal, news section and pro-duct B2B auction will be openfor audience.

• Partnerships implemented (e.g.sales, content, revenue partner-ships)

• 50 mill. companies and 30 mill.company websites uploaded

• Visitors: 80.000/day• Employees: 8• Extra focus countries: The Net-herlands, Germany and the UK

• Established brand name wit-hin global search for compa-ny information

• Masterseek ready for stockexchange listing

• 55 mill. companies and 35 mill.company websites uploaded

• Visitors: 120.000/day• Employees: 12• Extra focus countries: TheUS, the remainder of EU andchosen Asian countries

Central strategicgoals

Central operationalgoals at the endof the period

Key successfactors (KSFs)

Internal KSFs• Technical solution• Securing and attracting keyemployees

• Sufficient capital

External KSFs• Traffic generation to masterseek.com• Efficient sale of Masterseek services• Strong partnerships

Ready for potentialIPO.

34

MASTERSEEK IN STRONG POSITION IN RELATION TO INTERNAL SUCCESS FACTORS

Technical solution

Securing and attracting keyemployees

Sufficient capital

Activities

• Database development• Production environmentdevelopment

• Web crawler softwaredeveloment

• Beta version test• Scalability and flexibility• Continuous improvement

• Defining work functions• Development of attractiveincentive structure

• Recruitment of people with thenecessary competences

• Continuous HR focus

• 1st round of financing• 2nd round of financing

Comment

• User tests held with positive feedback• Masterseek.com is fully implemented by the endof 1st Quarter 2006

• The technical solution is optimized continuouslywith respect to feedback and Masterseek’sgrowth

• Masterseek have state-of-the-art server park,Co-operation agreement with HP

• Existing strong organisation (equivalent, sectionon the organization)

• Stock option program for key employees workedout by the end of 2005

• HR responsible in the organization

• 1st round of financing in place• 2nd investment round is initiated in Scandinavia,Switzerland and Germany

• Preliminary positive feedback from several private• Scandinavian investors

Internal KSFs

BUSINESSPLAN

35

1. Organisational challengesThe evolution of Masterseek in the short term (2008) must per definition stem from the existing Danish platformregardless of the holding company Masterseek Corp. being a US company.

Regardless of which funding model is achieved this fact cannot be changed before sometime into 2009.

Throughout 2008 Masterseek will suffer from a chronic lack of critical mass and middle management capacity regardlessfinancial reserves. It will simply not be possible to identify, hire and run in a larger management structure as quickly asdesirable.

To compensate for this the company will depend on outsourcing and rely on a strong top management structure.

Particular attention has to be given to discipline in relation to the daily management versus the semi active shareholders.Clear command lines and authority will be established to deal with that challenge.

The vision is to appoint a strong externally recruited Chairman of the Supervisory Board supplemented by a workingVice Chairman to establish the bridge between the daily management and the Supervisory Board/main shareholders.

In the event the funding route involves a VC investor taking a substantial stake it’s envisaged that this VC investor willintroduce the incoming Chairman.

Already by the latter half of 2008 it may be relevant to appoint an international capacity as CEO based in USA or UKsupported by an assistant to accelerate the internationalization of Masterseek in collaboration with the management teamin Copenhagen.

ORGANISATIONAL DEVELOPMENT

BUSINESSPLAN

36


2. Strategy for sales.To recruit, built, run in and manage a sales team with the capacity to penetrate quickly several countries simultaneouslyis simply not feasible in the near term.

This task will be outsourced.

Talks with the pan European telemarketing organisation Ranger is in progress. It is not clear what share of the salesrevenue will have to be ceded to Ranger for their services, but to be conservative the entire first year revenue has beenset aside as commission.

A draft agreement with Ranger should be in place for consideration before mid May 2008.

3. Strategy for strategic partnerships & top level external negotiations.This will be the responsibility of the working Vice Chairman supported by the Chairman and the Copenhagen basedGeneral Manager.

Longer term this work may be transferred to the future US/UK based CEO which may also involve the relocation of theworking Vice Chairman if not entirely replaced by a new set up.

BUSINESSPLAN

37


4. IT operations & programming.The company must short term hire 2-3 database programmers.

Besides, arrangements have been agreed with the Danish IT company ID Solutions for support both for .net applicationsand server operations.

Also ad hoc arrangement will be made for front end design and applications.

5. Sales supportBefore sales start 1 to 2 customer support staff will have to be in place fully trained to handle customer inquiries.

6. Accounting.A full time accountant with strong spread sheet and documentation capacity will be hired in the short term. Until the personis in place and run in the firm Auditors will supply ad hoc assistance when required.

BUSINESSPLAN

38

MASTERSEEK TAKE IMPORTANT STEPS TO ACHIEVE A STRONG POSITION INRELATION TO THE EXTERNAL SUCCES FACTORS*

Traffic generation toMasterseek.com

Efficient sale of Masterseekservices (sponsor links,subscriptions, blocks andbanners)

Strong partnerships

Activities

• Search word optimising on Google, Yahoo, MSN(cf, next page)

• Cost efficient banner advertising with among othersaffiliate partners

• PR in International newspapers, magazines and TVstations such as CNN and CNBC

• Submission to other relevant search registers with forinstance authorities, libraries, etc,

• Strong exposure on fairs and conferences

• Telephone sale• Direct mails• Sale through partners• Presentation on Masterseek.com• Online advertising and ordering• Fairs and conferences• PR

• Identification of the best partners• Entering into of attractive partnership agreements

Comment

• Masterseek have core competences within search wordoptimising for Google, Yahoo, MSN etc, (cf, next page)

• Search engine optimising takes place via company names,concepts and search words from Masterseek’s databasewhereby a link is established directly to the relevant pagewith Masterseek

• Masterseek have employed the renowned and internationalBurson Marsteller

• The management group has strong ties to CNN, CNBC,Doubleclick, etc.

• Efficient internal sales force in place, Strong track recordwith similar tasks

• Dialogue about co-operation with leading telemarketingcompanies in focus countries has been initiated

• Huge focus on ”search functionality on the Internet” whichwill be made use of through vigorous focus on press relea-ses, sponsoring, events, etc.

• 200 chosen companies are offered free membership for ayear in order to establish powerful case stories

• Contract already made with Reuters• Present negotiations with other strong partners, incl, D&B

* Besides the information in this business plan, we are currently working on an in-depth marketing plan – incl, a plan for the launch of Masterseek.com which will constitute approx, 12 % of all the 2006 costs

External KSFs

BUSINESSPLAN

39

AS CENTRAL SOURCE OF TRAFFIC GENERATION MASTERSEEK WILL MAKE USE OF A CORE COMPETENCEWITHIN SEARCH WORD OPTIMISING TO ACHIEVE TOP PLACES ON LEADING SEARCH ENGINES

Masterseek will achieve top places on the majority of search wordswithin “International business search”.

…which is achieved by means of in-depth insight into the 4 coreparameters of search words optimising and the data code forleading search engines

Relevance (PageRank)Relevance is calculated based on how many other sites arelinked to the individual website, Masterseek have access to ahuge network of other websites where Masterseek will besubmitted and thus acquiring high relevance

Link structureSearch engines find and index information on a website basedon the coding of the underlying link structure (i.e., number andnaming of links), Masterseek makes a link structure based onseven years experience which ensures optimized score withrespect to link structure

Text contents and MetatagsWebsites are awarded a higher score the better the text contentsand metatags match the search word or concept. Masterseek isconstructed in such a manner that all words in the database,including product and company names, are implemented automa-tically in the text contents and the metatags

BUSINESSPLAN

40

MASTERSEEK’S UNIQUE COMPETENCES WITHIN SEARCH OPTIMISING WILLCONTRIBUTE TO ENSURING THAT TRAFFIC COMES TO MASTERSEEK.COM

Estimated traffic to MasterSeek per month from search word optimising

743 million

340

25.5 millionper month

Number of Internet users incountries with languagescovered by Masterseek*

Number of clicks pertop place per month

Click (=number of usersessions) per month toMasterSeek

x 75.000

Top place permonth***

* Source: Internetworldstats,com,** Average based on search engine optimising carried out for D & B on Google, Yahoo and MSN, weighted with the number of inhabitants in the covered

countries, Result of search engine optimizing for Denmark: 0.5, Assumptions for covered countries: Europe: 0.50; the US, Australia and Japan: 10 %lower; China and South America: 30 % lower

*** Based on the search engines’ algorithms 75,000 – 100,000 top places per language can be achieved.

BUSINESSPLAN

41

CONTENT

Executive summary








Implementation plan

BUSINESSPLAN

42

THE STARTING POINT OF THE FINANCIAL ESTIMATES FOR INCOME DRIVERS,REALISTICALLY COMPARE TO RELEVANT BENCHMARKS

Income sources

Sponsorlinks

MasterListing

Data-Blocks

Drivers for income sources

• User sessions (million per month)• Number of page views per session• Number of sponsor links perpage view

• Click rate for sponsor links• Income per click, USD

• Number of advanced subscribers• Number of elite subscribers• Subscription prices advanced/elite,USD

• Number of sold data blocks• Average price per data block, USD

Year 1 Year 3 Year 5

25.5 52.0 105.56 6 65 5 5

0.003 0.003 0.0030.3 0.3 0.3

6.600 17.500 20.0004.400 10.500 12.000150/250 150/250 150/250

40 58 8320.000 20.000 20.000

Comment

• 25,5 mil/month in year 1 is conservative sinceit is primarily based on traffic from searchoptimization. Masterseek also expects consi-derable traffic from e.g. PR, affiliate promo-tion and banner ads

• As a benchmark Yahoo has 72.000.000.000pageviews each month

• Benchmark search engines have 5-8 page-views per user session (e.g. Google and MSN)

• Kompass is estimated to have 80,000 payingsubscribers on their site, equivalent to 3-5%of the companies

• Thanks to Masterseek’s technique, softwareand construction, data blocks can be extrac-ted with higher quality and lower price pointsthan its competing directories

BUSINESSPLAN

43

THE STARTING POINT OF THE FINANCIAL FIGURES IS ESTIMATES FOR THE INCOME DRIVERS,WHICH ARE REALISTIC COMPARED TO RELEVANT BENCHMARKS

Income sources

Affiliate agreements

Company web links

Banner advertisements

Drivers for income sources

• Number of affiliate links perpage view

• Click rate• Income per click, USD

• Number of web links perpage view


• Number of banner advertisementsper pageview


Year 1 Year 3 Year 5

0.5 0.5 1.00.003 0.003 0.0030.15 0.15 0.15

0 0 0.060 0 0.0030 0 0.2

0 0 2

0 0 00 0 0.2

Comment

• Based on Jupiter research studies ofsimilar affiliate programs

• The users are very interested in clic-king on a web link for a companywhich they themselves have beensearching actively for

• Kompass offers this service withsuccess

• Based on collected information fromadbrite.com and DoubleClick

BUSINESSPLAN

44

Year 1 Year 2 Year 3 Year 4 Year 5 Year 6 Year 1 Year 2 Year 3 Year 4 Year 5 Year 6

THE STARTING POINT OF THE FINANCIAL FIGURES IS ESTIMATES FOR THE INCOME DRIVERS, WHICHARE REALISTIC COMPARED TO RELEVANT BENCHMARKS

Turnover EBIT

USD 1.000 USD 1.000

11.68618.000

24.282

40.188

68.811

110.909

8.86014.306

20.218

34.395

59.977

97.579

BUSINESSPLAN

45

TURNOVER I CONSTANTLY INCREASED THE PERIOD, AND COSTS CONSTITUTE A SMALLER FRACTIONOF THE TURNOVER, WHICH EMPHASIZES THE ATTRACTIVENESS OF THE BUSINESS PLAN

USD 1.000 Year 1 Year 2 Year 3 Year 4 Year 5 Year 6

Turnover 1.249 22.290 29.295 45.596 74.626 117.144

Sales costs* 1.753 2.160 1.943 3.215 5.505 8.873

Variable costs in total 1.177 9.515 7.331 6.853 9.390 13.005

Contribution margin 71 12.776 21.964 38.742 65.236 104.139

marketing costs 1.900 1.450 960 915 960 1.180

Salaries 2.030 2.590 2.818 13.125 3.424 4.285

Administration costs 95 175 340 400 450 510

Accomodation costs 135 290 340 362 406 433

Other costs incl. depreciations402 498 575 672 765 900

Fixed costs in total 4.811 5.125 5.183 5.658 6.231 7.585

Depriciation** 7 14 21 28 35 42

EBIT (4.747) 7.637 16.760 33.056 58.970 96.512

Financial costs*** 0 0 0 0 0 0

Result before taxes 4.747 7.637 16.760 33.056 58.970 96.512

Tax**** 0 0 0 0 0 0

Result after taxes 4.747 7.637 16.760 33.056 58.970 96.512

*Sales costs fall from 15% to8% in year 3, where the sales-setup is expected to be optimi-zed

** The serverpark is delivered byHP.

*** Operations are expected tobe financed by the companycapital

****Masterseeks juridical home-state is Nevada, which results ina tax percent of 0.

BUSINESSPLAN

46

THE LIQUIDITY BUDGET SHOWS POSITIVE YEARLY LIQUIDITY EFFECTS DURING THE PERIOD

USD 1.000 Year 1 Year 2 Year 3 Year 4 Year 5 Year 6

The result of the period before tax (4.747) 7.637 16.760 33.056 58.970 96.512

Depreciations 7 14 21 28 35 42

Financing from operation (4.740) 7.650 16.781 33.084 59.005 96.554

Change, creditors 499 721 (177) (0.002) 259 414

Changes, trade debtors (208) (3.507) (1.167) (2.717) (4.838) (7.086)

Operational liquidity in total (4.449) 4.865 15.436 30.367 54.426 89.881

Investments in material fixed assets 70 70 70 70 70 70

Paid tax 0 0 0 0 0 0

The liquidity effect of the period (4.519) 4.795 15.366 30.397 54.356 89.812

Accumulated liquidity effect (4.519) 275 15.641 45.938 100.294 190.106

BUSINESSPLAN

47

SENSITIVITY ANALYSIS IS BUILT ON CHANGES IN RELATION TO BASE CASE

Worst case(Estimatedprobability: 10 %)

Base case(Estimatedprobability: 75 %)

Best case(Estimatedprobability: 15 %)

Possible changes in relation to base case

• User sessions will be 100.000/day the first 2 years, andwill rise in year 3 to the level of the base case year 1

• The first three years sales costs are doubled comparedto the base case budget

• There will be sold 0 memberships and 50% less data-blocks the first 3 years

• An extra 1 mil. USD wil be spent on a launch campaign• The realized click rate is 0.002 instead of 0.003

• As budgeted

• User sessions are 50% higher than base case – and thegrowth rate for user sessions is also 50% higher than inthe base case

• The fraction of companies buying weblinks is doubled• The realized clickrate is 0.005 instead of 0.003

BUSINESSPLAN

48

WORST CASE SCENARIO SHOWS LOWER TURNOVER IN YEAR 1, WHICH IS COUNTEREDBY CONSIDERABLE HIGHER TURNOVER IN THE BEST CASE SCENARIO

Turn OverUSD 1.000

Worst case Base case Best case

BUSINESSPLAN

49

WORST CASE SCENARIO SHOWS LOWER TURNOVER IN YEAR 1, WHICH IS COUNTEREDBY CONSIDERABLE HIGHER TURNOVER IN THE BEST CASE SCENARI

Worst case Base case Best case

EbitUSD 1.000

BUSINESSPLAN

50

TO MAKE A COMPANY VALUATION THREE SCENARIOS AND TWO DIFFERENTVALUATION METHODS ARE EMPLOYED

Worst case(probability: 10%)

Base case(probability: 75%)

Best case(probability: 15%)

Valuation method Comment

Discounted Cash Flow (DCF) DCF estimates the value on the basis of thecompany’s expected ability to generate cash flow

Multiple Multiple can be used to estimate the value of thecompany in relation to its turnover and income bylooking at what similar companies are sold for

BUSINESSPLAN

51

BASED ON THE TRADITIONAL VALUATION METHODS THE COMPANY’S PRESENT VALUE ISESTIMATED TO BE BETWEEN 400 AND 600 MIL USD

The company’s value interval is based on various valuation methods(USD 1,000)I. DCF valuation

Base case: WACC 12%Terminal growth rate 2%(75% probability)

Worst case: WACC 12%Terminal growth rate 2%(10% probability)

Best case: WACC 12%Terminal growth rate 2%(15% probability)

II. Multiple valuation (year 6, WACC 12%)

Base case: EBIT x 10,0

Total interval when assessing thecompany’s present value

0 250.000 500.000 750.000

400.000 600.000

255.400

3.822.678

537.500

453.163

• The company’s value lies inthe interval between 400-600million USD depending onwhich valuation methodcarries the most weight

• Investors should comparetheir own risk profile with theapplied WACC of 12%

• Investors should consider theprobabilities of base, worstand best case

• Investors should considermultiple in relation to whetherexit is wished in year 6 orlater

BUSINESSPLAN

52

CONTENT

Executive summary








Implementation plan

BUSINESSPLAN

53

IMPLEMENTATION PLAN

Activities

Internal activities• Technical implementation• 2. investor round• Masterseek.com on air• Affiliate information uploadedon masterseek.com

• Continuous technical set-upoptimising and devel. in rel. togrowth and feedbk.

External activities• Data block sale• Preparation for sale ofremaining services

• Launching campaign• Sale of remaining Masterseekservices

• Stock exchange introduction

Geographical expansion• Scandinavia• Germany, the Netherlands, the UK• Remaining EU, the US andchosen Asian countries

07Q4 08Q1 08Q2 08Q3 08Q4 09Q1 09Q2 09Q3 09Q4 10Q1 10Q2 10Q3 10Q4Quarter:

BUSINESSPLAN

54

MASTERSEEK’S TECHNOLOGICAL CONSTRUCTION ENSURES THATMASTERSEEK CAN BE SCALED FINANCIALLY IN A RATIONAL MANNER

Front end• Today MasterSeek’s front end system consists of 15HP dual Xeon servers which are placed behind aredundant Alteon 3408 setup

• Alteon 3408 is a leading load balancer for this typeof application and it can handle some 100,000 simul-taneous sessions pr. second at its current set-up andit can easily be scaled as need be

• Alteon 3408 balances the load between the variousHTTP front ends and determines the optimum res-ponse time, disconnects equipment, etc.

• The front end will service all HTTP requests and itcan be scaled unlimitedly to meet future needs, too

Back end• MS-SQL Back ends consist of traditional servers inmultiple cluster setups with redundant disc arrays tohandle raw data

• The clusters will be divided into different categoriesof high-load queries and types of content as thesystem is being used

• The use of standard equipment and applica-tions ensures that the system can handle thehuge amount of data and the very manysimultaneous users and queries,

• The system is fully scalable with respect tofront end and back end

• The system can easily be expanded in stepwith increasing needs and the use of standardequipment ensures that the incremental costsof the expansion are small

APPENDIX 1

BUSINESSPLAN

55

ELABORATION OF MASTERSEEK’S ”MY MASTERSEEK” MEMBERSHIPS ILLUSTRATESPROMINANT PROFILING POSSIBILITY AND DEGREE OF DETAILS APPENDIX 2

Increased Value

Further multime-dia information

Interactiveservices

Further statisticalinformation

Increased chanceof being found

Insurance ofdata validity

My Masterseek - Free My Masterseek - Basic My Masterseek - Advanced

Companies without websites or whosewebsites’ construction prevents automaticvalidation are ensured manual addition



Companies without websites or whose web-sites’ construction prevents automatic valida-tion are ensured manual addition

• Comp. profile • Contact info• Ownership • Management• Organisation • News• Employees • Press releases• Event calendar • Products• Financial info • Costumers• Technology • References• Special offers • Partners

The chance of being found is multiplied withthe number of products, services, pressreleases and activities which the companyitself adds to its company registration

• Comp. profile • Contact info• Ownership • Management• Organisation • News• Employees • Press releases• Event calendar • Products• Financial info • Costumers• Technology • References• Special offers • Partners

• Company logo • Photos• Presentations • Audio files(ppt. and video) • Animations

• SMS messages• E-mail messages• Regular, extensive information about traffic

BUSINESSPLAN

56

APPENDIX

WHITEPAPER DATA MININGMasterSeek 2008, Denmark

57

CONTENT

Tools & Technologies

Components

Goals

Crawler

The Sorter

URL mining/Validation Diagram

Information mining from existing URLs Diagram

APPENDIX

58

APPENDIX

Tools & TechnologiesBelow is a preliminary list of tools involved on different stages of data mining & validation process.

1. PERL 5.8 (Practical Extraction and Report Language) used at Dispatcher/Crawler stage.2. Microsoft .Net Development Tools version 1.1 at Sorter stage.3. REGEXP (Regular Expressions Matchmaking) at all stages of process.4. DBMS.

ComponentsThe following section describes the different components involved in the data mining process.The components integrate with each other via database, in order to maintain a traceable connection, and to secure data transmission.The components have different interaction with different functionality such as data mining, data validation, first level URL search.

The 3 component are1. Dispatcher2. Crawler3. Sorter

GoalsGoals are specified in different parts/processes.Main goal is to keep updated Masterseek’s companies database, currently having 22 million companies’ information and growing.

1. Find URL (website addresses) and crawl the required information/properties of 11 million companies of which Masterseekdoes not have URL information in its database.

2. At specified time intervals, crawling, matching and keeping updated all those companies’ information, who have their URLaddresses in Masterseek Database.

59

APPENDIX

DispatcherResponsible for dispatching work load to the crawler component.The Dispatcher ensures scalability by dispatching work load according to available work stations, enabling the data mining pro-cess to separate work load on the entire Masterseek network (include office machine, using CPU when machine hibernating)The dispatcher is using a queue model which has been implemented successfully in main frame systems during last 25 years.The model is based on many queues, each queue has a defined batch of initiators, that actually is responsible for dispatchingthe tasks.The amount of initiators variant from one queue to the other and the time interval is also defined for each queue, enablingmaximum flexibility for prioritizing, time frame for site scanning and divide work load over the available resources.

CrawlerUsing site map extraction with country/locale specific low level RegExp technology will extract URL content.The text analysis will not be accurate to optimize performance, and a high error percentage is taken under advice.The crawling process will advise The crawling Meta-Data database before crawling, in order to receive manual crawling infor-mation and feedback from the sorter on data quality.The result of such crawling process after a few dozen crawling iteration will be an accurate list with properties and their res-pective URL’s, generating the at most efficient crawler with high accuracy.

Sites do change once in a while, and that is the reason why we are crawling them over and over again, but such changescan be only in the data inside the URL, for example the telephone number or address has been changed.The other type of change is structure changes with URL’s replacement. This change will cause the sorter to report errorsback to the crawler and the learning process will start over again.

The performance of the crawler is important, but such performance is obtained by Crawling optimization. It is crucial to obtaina flexible crawler and use a high level language such as Perl, which have a sophisticated text parsing functionality.

60

APPENDIX

Crawling techniquesThere is no such thing as the perfect crawler, every site contains its own unique structure. The goal of a good crawler is todeal with the majority of the sites, and to alert on irregularities of the site structure to indicate a potential crawling error.The crawler mission is to gather most relevant data on the company according to the defined properties, and to pass theinformation to the second process, the fine sorting or the SORTER

The Site MapThe site map is one of the more efficient techniques, due to the clear tree structure presentation, and clear node definition. Itallows us to scan the entire site very quickly and locate the relevant information. Here is an example of a typical site map:(affinity.com)

In the site map we can find a clear link to thesearched data, with limited vocabulary keywords.

61

APPENDIX

Building the Site MapWhen the site map isn’t supplied, it is crucial to build a site map. We don’t need the entire site map, just the more relevantareas in the site.

Building such a site map requires a general page content analysis, in order to understand what the page is about.Such an analysis is possible with, special keywords (Regular Expression RegExp), the RegExp is a powerful technique to findtext structures. Using the at most features of the RegExp technology will provide a powerful crawling technique.

Generally, a URL content’s description resides in web page’s Meta Data Tags such as meta TITLE tag or meta DESCRIP-TION and meta KEYWORDS tags which point out what the page contains.But there are also possibilities that web page does not contain Meta Data Tags. In that case, we would have to make a smartanalysis to find the theme of contents using RegExp and extract our required properties/attributes.

Therefore, for more optimization downloading the first X characters will enable us to analyze the page content.

Using this optimization technique will allow us to scan more pages with greater speed and higher quality in our companies’database.Here is an example from http://www.aag-gummi.dk/<META NAME="keywords" CONTENT="bærelejer, cellegummi, cellegummilister, ekstruderede profiler, entrémåtter, epdm,fendere, gummi/metal, gummidug, gummifødder, gummilister, gummimembraner, gummistropper, gummitætninger, moosgum-mi, naturgummi, neopren, nitril, oringsnor, pakning, polyurethan, silicone, sneplovskær, stænklapper, støbte emner, tekniskgummi, udstansning, aag">

This Meta-Data can be used for categorization using RegExp, it is basically a summery of the company products.

62

APPENDIX

The SorterUsing country/locale specific information and sophisticated RegExp technology to extract the company attributes.Demands a high performance server with high caching capabilities written in a low lever language, and a scalable solution,in order to handle the data stream from the crawler.

63

APPENDIX

Regular Expression – Content analysis based on country/locale formatsRegExp is a very powerful technology in text analysis, it allows us to identify data structure for example:Telephone number+45-46-90-21-89 or +45 4690 2189 or +4546902189 or +45-4690-2189 or 0045-4690-2189 of 46-90-21-89

All of the formats have few common attributes that match Denmark’s telephone number system:It will start with + and 8 digits after and the number length will be max 12 chars *(1)[+, ]45*(12)[0-9, ,-]It will start with 00 and 8 digits after and the number length will be max 12 chars *(3)[0, ]45*(12)[0-9, ,-]It will have 6 digits and number length will be max 9 chars *(9)[0-9, ,-]Using country/locale specific patterns we can match almost every telephone number format and identify it as a telephonenumber.

Address format:Address format are more variable and therefore, more difficult to identify, but again with country/locale specific informationit is easier.Based on the specific country we can identify an address by the town name; using town names list for each country whichwill give us a high accuracy in identifying address.Regarding the address format, we need to explore the various address formats that match the country specific in order tobuild a RegExp pattern for each and every country.

Combination of techniquesSites are different with their structure and presentation type, therefore, as mentioned earlier it’s impossible to create theperfect crawler. The goal is to create a crawler that will succeed with more than 60% of the sites.Achieving such goal will require a combination of algorithms that will try to ‘solve the problem’ from different angles, usingthe feedback from the sorter we could adjust the matching algorithm to the different sites.