Investment Business Plan

Con dentiality Agreement

The undersigned reader of CARSWIPES Business Plan
hereby acknowledges that the information provided is
completely con dential and therefore the reader agrees
not to disclose anything found in the business plan
without the express written consent of CARSWIPE.

It is also acknowledged by the reader that the

information to be furnished in this business plan is in all
aspects con dential in nature, other than information
that is in the public domain through other means and
that any disclosure or use of the same by the reader may
cause serious harm and or damage to CARSWIPE.

Upon request this business plan document will be

immediately returned to CARSWIPE.

This is a business plan. It does not imply an oer of any

securities.

____________________
Signature

____________________
Printed Name
Overview
CarSwipe is a mobile application that utilizes
the techniques of gami cation within the car
buying process. In addition, it is important to
note that dealer partnerships enhance the
quality of listings with veri cation. Ultimately,
this interrelation leads to an experience that is
the best in car buying.
Table of Contents
Executive Summary 6
Product & Service Summary 6
Market Summary 7
Three Year Objectives 7
Keys to Success 7
Mission Statement 8
Financing Summary 8
Product & Services 9
Service Description 7
Industry Overview 10
Market Needs 10
Market Trends 10
Market Growth 11
Market Segmentation 11
Strategy & Implementation Summary 12
Management Team 13
SWOT Analysis 15
Competitive Comparison 15
Marketing Plan 16
Promotion Strategy 16
Financial Projections 17
Financial Highlights 18
Financial Indicators 19
Revenue Forecast 18
Projected Pro t and Loss 20
Projected Cash Flow 20
Projected Balance Sheet 21
Sensitivity Analysis 21
Appendix 23
 Table of Figures
Figure 1: Organizational Chart 14

Figure 2: Post-Financing Expenses 17

Figure 3: Financial Highlights 18

Figure 4: Financial Indicators 19

Car buying process Figure 5: Revenue Forecast 19

Figure 6: Pro t & Loss 20

simpler & more Figure 7: Cash Flow 21
eective for Figure 8: Wages & Payroll 21
consumers and Figure 9: Balance Sheet 21
generates a steady Figure 10: Scenario Analysis 21
stream of local and

quali ed leads for
car dealerships
Figure 11: Break-Even Analysis

Figure 12: 12 Month Pro t & Loss

22

23

Figure 13: 12 Month Cash Flow Statement 24

I n v e s t m e n t B u s i n e s s P l a n
 Veri ed vehicle listings
Contact a salesperson instantly
Get directions to the dealership
Save your favorite cars
Share your favorite cars with friends

Executive Summary Product & Service Summary

Carswipe, the company, is a mobile application that
targets the untapped mobile shopping market for
automobiles. There is no company in the market
which has eectively accommodated the unique
preferences of mobile users. Carswipe is a mobile
application entirely focused around mobile users
that makes the car buying process simpler and
more eective for consumers and generates a
steady stream of local and quali ed leads for car
dealerships. The company is seeking an equity
investment of $2,000,000 to be applied towards the
commercialization of the mobile application. The
following business plan presents the existing void
in the mobile automotive shopping market, the
solution that CarSwipe delivers, and its approach to
generating a pro table exit within ve years.
Carswipe delivers value for car buyers
and sellers. Car sellers generate a
steady and reliable stream of
quali ed local leads veri ed from
their mobile device. Car buyers
receive a simpli ed mobile shopping
experience on their mobile device
which is easier to use, more user
friendly, and eective than any
existing alternative in the mobile
space. Although Carswipe will be
generating revenue from auto
dealerships, it must create value for
car buyers in order to consistently
generate quali ed leads for privately
owned and franchise dealerships.

6
 Market Summary
Despite the technological
advancements introduced in recent
years, there has been a forecast by
Three Year Objectives
Pricewaterhouse Coopers for the Carswipe has the following three year objectives:
number of automobiles sold within
the United States to remain relatively Scale to an estimated X number of users in the rst year and
unchanged . In part, this is due to an grow at least by 100% per year.
Acquire at least X number of dealerships to purchase leads or
expectation of slow autonomous car
subscribe to the monthly service.
adoption. Furthermore, expected Maintain a pro t margin comparable to the mobile
economic factors such as increased application market of 20% or higher.
interest rates and slow GDP growth Have a presence of inventory and dealerships within all fty
contribute to this trend as well. US states and Canadian providences.
Perform extensive consumer level marketing to ensure
Even though the trend showcases an consistent mobile app adoption.
Form strategic partnerships with dealership marketing
unchanged number of total sales, it is
companies and others in the retail vertical.
expected that younger automotive
b u ye r s w i l l b e g i n t o h ave a n
increasing share of this demand. As a Keys to Success
result, there should be growth in the Carswipe has identi ed the following as keys to success:
demand of millennials despite the
relatively modest changes in overall Consistently research and improve the user experience for
car shopping on mobile devices.
demand. Globally, it is worth noting
Be the leading option for car shopping on mobile devices
that expansion in the number of within the United States.
automobiles sold is expected. So, it Generate higher quality leads for car dealerships by user
would be possible to eventually authentication from the mobile device.
expand to larger markets after Generate more targeted leads for car dealerships by the
applications GPS targeting techniques.
successful deployment within the
Consistently have a robust, diverse, and steady inventory of
United States is attained. cars to view on the mobile app.
Stay ahead of market trends such as the introduction of
Internet based car buying.

1 PricewaterhouseCoopers Study, http://www.strategyand.pwc.com/perspectives/2016-auto-industry-trends

Investment Business Plan 7

 Mission Statement

The mission of Carswipe is

become the leader in

mobile car shopping by

consistently researching

and implementing ways to

optimize the car buying

experience for anyone with

a mobile device.

Financing Summary
CarSwipe is seeking an investment of
$2,000,000 at a valuation of $13,333,333
of preferred equity with the target exit
strategy of a strategic acquisition within
ve years. The owners have already
invested $50,000 in order to complete
the research, design, development, and The
hosting of the mobile application.
Therefore, the use of funds will be
owners have
applied for commercialization and already invested
scaling of the application. The complete
set of nancial projections and their
$50,000 in order to
assumptions have been listed in the
appropriate Financial Projections
complete the Research,
section of the business plan. Design, & Development.

8
 Product & Services
Product & Service Description
Carswipe serves both consumers and car dealerships more eectively than any existing alternative.
There are presently no options that have been entirely engineered around mobile consumers, most
existing market players have merely adapted their existing desktop and web applications creating
an inferior mobile experience. The fact that Carswipe has been entirely engineered around mobile
applications generates several unique selling propositions for both consumers and car dealerships.

Consumers
Easier to Use: The existing options for mobile consumers consist of adjusted version of desktop
and web applications. The fact that Carswipe is speci cally engineered for mobile devices and
the consumer preferences for mobile devices makes it substantially easier to use than any
existing alternative.
Geo-Targeted: Existing alternates search based on the consumers zip code. In some areas, the
same zip code may still mean a commute of several hours and there is no method of determining
the proximity relative to the user. The mobile application uses the GPS of smartphones to show
cars within the closest proximity to the buyer.
Veri ed car listings: Many existing options for car buyers do not have veri ed listings; there is no
method of ltering the quality of the cars. This is highly problematic because individuals not
dealing with an authorized dealer can be duped from any myriad of scams. Carswipe is safer to
use than any alternative that has less ecient ltering and quality control procedures.

Car Dealerships
Veri ed User Information: Mobile devices authenticate users more eectively than desktop
applications. Moreover, they deliver users within a closer proximity to the car seller, meaning that
the leads are more likely to show-up at the dealership given that they do not need to commute a
great distance.
Flexible Pricing Model: Dealerships may either pay-per-lead or pay a monthly subscription fee
in order to receive an unlimited amount of leads. This pricing model enables the company to be
aordable for smaller dealerships that prefer performance based marketing strategies and also
larger dealerships with large inventory which would prefer a at monthly rate rather than
incurring unsustainable monthly expenses.

Investment Business Plan 9

 Industry Overview
Market Needs Market Trends
Car dealerships continually search for methods to Despite the technological advancements introduced in
increase sales. While technology has made an impact in recent years, there has been a forecast by
the sales plan of many dealers, there is still a disconnect Pr i c e w a t e r h o u s e Co o p e r s fo r t h e n u m b e r o f
between many millennials. In part, the disconnect can automobiles sold within the United States to remain
be due to an overwhelming number of options that are relatively unchanged . In part, this is due to an
available. In order to combat this issue, an engaging expectation of slow autonomous car adoption.
application was created to bridge this disconnect. Furthermore, expected economic factors such as
increased interest rates and slow GDP growth
CarSwipe allows car dealerships to connect with this contribute to this trend as well.
lucrative target group in a veri ed process. Rather than
attempting to connect with all potential buyers, 25 Forecasted Automotive Sales

CarSwipe has been able to create a unique approach

20
that is tailored to a younger generation.
Sales (in millions)

15

Market Trends 10
Despite the technological advancements introduced in
5
recent years, there has been a forecast by
Pr i c e w a t e r h o u s e Co o p e r s fo r t h e n u m b e r o f 0
2015 2025
automobiles sold within the United States to remain
North America
relatively unchanged. In part, this is due to an
expectation of slow autonomous car adoption. Even though the trend showcases an unchanged
Furthermore, expected economic factors such as number of total sales, it is expected that younger
increased interest rates and slow GDP growth automotive buyers will begin to have an increasing
contribute to this trend as well. share of this demand. As a result, there should be
growth in the demand of millennials despite the
Even though the trend showcases an unchanged
relatively modest changes in overall demand. Globally,
number of total sales, it is expected that younger
it is worth noting that expansion in the number of
automotive buyers will begin to have an increasing
automobiles sold is expected. So, it would be possible to
share of this demand. As a result, there should be
eventually expand to larger markets after successful
growth in the demand of millennials despite the
deployment within the
relatively modest changes in overall demand. Globally, United States is attained.
it is worth noting that expansion in the number of
automobiles sold is expected. So, it would be possible to
eventually expand to larger markets after successful
deployment within the United States is attained.

2 PricewaterhouseCoopers Study, http://www.strategyand.pwc.com/perspectives/2016-auto-industry-trends

10
 Market Growth
In North America, there is an expectation for the
continued growth rates in smartphone ownership
within the foreseeable future. While the potential
customers able to utilize CarSwipe would likely
increase, there is uncertainty regarding the extent
to relation of these trends.

Smartphone User and Penetration in North America, by Country, 2014-2019

millions and % of mobile phone users Although some may think proportionate user
growth could be expected, CarSwipe believes that
this assumption may underestimate the extent to
which younger user would be inclined to review the
product. Instead, it would be recommended to
analyze the trend based on the assumption that user
growth among new smartphone users will exceed
proportional relationships that may have been
present in earlier time periods. Of course, continual
adjustment to this analysis should be completed on
Note: individuals of any age who own at least one smartphone and use the
a regular basis in order to update stakeholders in the
smartphone(s) at least once per month operation of CarSwipe.
Source: eMarketer, July 2015

Market Segmentation
Car Buyers
There are many segments of car buyers in the
United States and abroad, which may be further
segmented in to used car buyers, and within that,
millennial used car buyers. However, Carswipe may
be used by anyone in the market for a car. Given the
rate of smartphone penetration over the past ten
ye a r s, n e a r l y a l l co n s u m e r s a c ro s s e ve r y
demographic in North America owns a smartphone
and regularly downloads mobile applications.
Therefore, Carswipe may be used by 73% of people
in North America. It marketing eorts will target
mobile users through in-app marketing and
behavioral search marketing targeting consumers
that have expressed an interest in purchasing a new
car, as well as display advertisement promoting the
application download on content websites that
provide information about used cars.
Automotive Dealerships
In general, there are two types of car dealerships in
the market. The rst are franchise dealers, which
represent car manufacturers. According to a report
that NADA published for 2015, there are
approximately 17540 franchised automotive
dealerships in the United States.
The second group is considered independent
dealers, which are not associated with a particular
manufacturer. According to a report by IBIS World
Industry Research published May 2016, there are
128,850 independent used car dealerships
representing a total of $106 B worth of sales. Both
market segments are pro table for Carswipe and it
will target both through a combination of business
development and strategic partnerships.

Investment Business Plan 11

 Strategy & Implementation Summary
The strategy of Carswipe may be segmented
into three primary activities including
conversions for consumers, conversions for
dealers, and research & development. The
dealership conversion eorts will primarily
consist of business development through
personal selling and having account managers
to represent clients by geographic area and
size. The consumer level conversion will
primarily be done through in-app marketing,
mobile application search optimization,
display marketing on car related websites, and
behavioral targeting of consumers who have
expressed an interest in car buying based on
their search behavior.
12
The third component of the business strategy
focuses on the mobile application development.
The technology will be regularly re ned in order to
adapt to the dynamic mobile landscape. The
preferences and behavior of mobile consumers
has been known to be dynamic based upon the
hardware capabilities and application
preferences. For instance, larger screens, more
accessible mobile plans, and more powerful
processes make many mobile phones a substitute
for activities that would otherwise be done on a
PC. Hence, the mobile application market will
continue to transform and staying relevant means
adapting to consistently be ahead of the curve for
consumer preferences.
 Management Team
John Doe
Chief Executive Ocer
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Kevin Jones
Chief Financial Ocer
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Susan Miller
Chief Operating Ocer
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Adrian Wilcourt
Legal Compliance
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Investment Business Plan 13
 Organizational Chart

Board/Investors Adrian Wilcourt

Legal

John Deo
CEO

Sausan Miller Kevin Jones

COO CFO

Marketing Director Sales Director Accounting

Sales Reps Collections

14
 SWOT Analysis
Strengths
Functional application that has been positively
received by users.
Ecient and time-saving application for consumers
as well as car dealers.
Management team that has a technical background
and understanding of the automotive industry.
High pro t margin business model that is very lean
and scalable.
Enterprise level clients that are more stable than
consumer mobile applications.
The swiping business model has proven to be highly
successful with Millennial consumers.
Weaknesses
Desire funding for extensive promotional activities
in order to enhance the user base.Organizational Chart
Need sales agents to promote the product to
automotive dealers.
Competitors that have a strong brand reputation
that the company must build.
The company most move quickly in order to close-
out prospective competitors in the market.
The company may work with individuals attempting
to sell their car directly.
Continual improvement upon the underlying
algorithms could lead to a social component.
Underlying data could be collected from the
application and sold in order for car manufacturers.
Opportunities
The dealership marketing services market has grown
substantially in the past decade.
The existing options on the market are not aligned
with modern selection techniques.
Many dealerships are highly competitive and always
in need of more quali ed leads.
The pay per lead and monthly payment model is
exible for dealerships.
Threats
New and existing competitors could enhance their
products to compete more directly.
Dealerships may be deterred from the expense
associated with the application.
Consumers may choose to utilize ride-sharing
services rather than purchasing automobiles.
Competitive Comparison
Within the automotive industry, there are numerous
competitors that attempt to promote cars with print, desktop,
and mobile platforms. While many claim to be unique, they
tend to follow a business structure that relies on unveri ed
listings that can be promoted for a speci ed fee structure. With
that being noted, there are three examples listed below that
showcase major classes of competitors.
Wyper: This is a mobile application that has an interface
that is similar to CarSwipe. With this application, the
underlying search results are powered by a company
known as AU.TO. Since the underlying results are unveri ed
and customer leads have been anonymized, revenue
appears to be primarily generated from the advertisements
displayed. The estimated number of downloads on Android
devices is between one and ve thousand. At the moment,
this is the most signi cant application that utilizes a swipe
interface.
Cars.com: This entity provides a traditional search method
on both a mobile and a desktop platform. With this service,
revenue is generated primarily from dealerships and
individuals that are attempting to sell their vehicles. The
estimated number of downloads on Android devices is
between one and ve million. While this is an example of a
successful platform, it is relatively undierentiated with
many other applications that perform similar services.
TrueCar: This entity provides an option for consumers to
search for automobiles on both a mobile and a desktop
platform. The main mantra of this company is to provide
transparent information for consumers in order to avoid
traditional haggling techniques. This service receives
revenue from certi ed dealers, automobile manufacturers,
and third-party service providers. The estimated number of
downloads on Android devices is between one and ve
million. Given the success of this application, it is interesting
to note that there does not seem to be any other platforms
that has garnered success through price transparency.
In contrast, CarSwipe is an application that utilizes veri ed
listings from car dealers and entertains buyers with a
convenient and entertaining format. Ultimately, the goal of this
application is to be the #1 car buying and selling mobile
resource.
Investment Business Plan 15
 Marketing Plan
The marketing eorts of CarSwipe may be divided into two segments including enterprise dealership clients and
individual retail consumers. The enterprise dealership clients may be acquired through the formation of strategic
partnerships with dealership marketing agencies and other synergistic companies. A business development team will also
represent the company when approaching new dealerships to oer leads to be generated.

Promotion Strategy
Targeted Marketing Direct Sales
This application will be promoted primarily through Hiring sales representatives will contribute towards
advertisements within social media applications that the success of CarSwipe by enabling direct selling
allow ecient customer acquisitions to occur. While aimed at convincing car dealerships to pay for high-
the focus on individual services may vary, it is quality leads that could lead to higher dealership
important to keep in mind the ideal target market. In sales. While the representative responsibilities will
this case, it happens to be millennials that are include a variety of sales tactics, it is important for
interested in purchasing automobiles. them to remember that their goal is to add value to
both dealers and consumers. By understanding this
Public Relations motive, it will lead these salespeople to showcase
In order to build a positive brand image, public principles of integrity and a motivational attitude.
relation activities are quite important. In essence,
expenses will be incurred by the company in order to
satisfy potential customer complaints as well as
questions regarding the services oered by
CarSwipe. Simply put, these will be operational
expenses that may or may not require the utilization
of full-time help.

16
 Financial Projections
The following set of nancial projections provide a three-year projection period based on an initial investment of $2,000,000
at a valuation of $10,000,000 oering 20% of preferred equity. Given the estimates set-forth in the nancial projections this
would deliver a payback period within ve years and a return on equity in excess of 81%. For the valuation, a EBITDA multiple
of 13.3 based on the industry standard for Internet Businesses of similar comparable acquisition of consumer facing mobile
applications with stable enterprise client with a discount rate of 7.0%. In actuality, the multiple from a strategic acquirer could
be as high as 40 times earnings.

Startup Expenses Startup Liabilities

Sales & Marketing 6,500 Liabilities and Capital
Conferences & Seminars 350 Current Borrowing -
Legal and Professional Fees 1,250 Long-Term Liabilities -
Travel 500 Accounts Payable -
Professional Services 2,500 Other Current Liabilities -
Oce Rental & Expenses 3,500
Startup Investments
Insurance 800
Planned Investment
Hosting & Utilities 450
Owner -
Misc Startup Expenses 2,300
Investor 2,000,000
Total Startup Expenses $18,150
Total Planned Investment $2,000,000
Startup Assets
Startup Funding
Working Capital (Cash On Hand 1,924,350
Deposits & Fees 2,500 Total Liabilities -

Software Development 50,000 Total Planned Investment 2,000,000

Furniture & Supplies 5,000 Total Funding $2,000,000

Total Startup Assets $1,981,850

Total Requirements
Total Startup Expenses 18,150
Total Startup Assets 1,981,850
Total Requirements $2,000,000

Public Comparables (COMPS) Company Valuation

Year 1 Year 2 Year 3

Financial Performance
Revenue 32,306,613 73,041,038 235,978,737
EBITDA 826,525 3,352,774 14,096,291
Internet Business & Services
Revenue Multiple 2.7 2.7 2.7
EBIT Multiple 13.3 13.3 13.3
Risk Discount Factor 7.0% 6.0% 6.0%
Company Valuation $10,238,661 $41,979,411 $176,496,841

Investment Business Plan 17

 Financial Highlights
The nancial highlights are how the company
is projected to perform over the course of the
next twelve months and three to ve years.
The projections are based on comparable
facilities based on estimated revenue range
and size, along with geographic location. We
have assumed that for at least the rst six-
months of post-money nancing that
expenses may be greater than revenues while
the company invests into growth.

Financial Highlights ($000)

Projected Operating Highlights By Year ($000) Projected Revenues by Year ($000)

2,50,000 2,50,000

2,00,000 Revenue 2,00,000

1,50,000 1,50,000
Gross Margin
1,00,000 1,00,000
EBITDA
50,000 50,000

0 0
Year 1 Year 2 Year 3 Year 1 Year 2 Year 3

Projected Operating Highlights By Year ($000) Projected Net Income by Year ($000)

2,5,000 16000

20,000 Net Cash Flow 14000

15,000 12000
Cash Balance
10,000 10000

5,000 8000

0 6000
Year 1 Year 2 Year 3
4000

2000

0
Year 1 Year 2 Year 3

18
Financial Indicators
The company believes that it can reach an
increasing net pro t margin due to
economies of scale. Through investments
in capital expenditures, it may decrease its
general and administrative expenses.
Financial indicators are based upon the
performance of comparable companies in
the same asset class, revenue range and
age both from publicly available
information and our internal database of
research.

Financial Ratios

7% Gross Margin Net Pro t Margin EBITDA to Revenue

6%

5%

4%

3%

2%

1%

0%
Year 1 Year 2 Year 3

Revenue Forecast Revenue by Year

2,50,000

2,00,000

1,50,000

1,00,000

50,000

0
Year 1 Year 2 Year 3

Year 1 Revenue Monthly

9,000,000

8,000,000

7,000,000

6,000,000

5,000,000

4,000,000

3,000,000

2,000,000

1,000,000

0
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12

Investment Business Plan 19

 Projected Pro t and Loss
The pro t and loss assume that the
company will have margins at a
comparable level to companies within its
industry. While management might not
have incurred exactly for future operating
expenses, they have been assumed to
reasonable reach comparable pro t
margins to industry comparables. The
management will operate with minimal
expenditures to focus on R&D and
commercialization expenses until the
company has sucient income to support
dividend distribution.
Projected Cash Flow
Pro Forma Pro t and Loss Pro Forma Cash Flow

Year 1 Cash

3,000,000
Net Cash Flow Cash Balance

2,500,000

2,000,000

1,500,000

1,000,000

500,000

Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12

(500,000)

20
Wages & Payroll
Most expenses will be allocated towards
development and sales. The employees will be
paid competitive wages so that the company
can acquire and retain top talent and compete
with large competitors. As the company
grows, it may work in options and bonuses
into the salaries, but will focus on a straight
full-time salary with bene ts for employees.

Projected Balance Sheet

The projected balance sheet assumes that there are no dividend draws and all cash ow is re-invested back into the company
at the end of the year. The balance sheet does not assume any line of credits or account receivables that are outstanding at the
end of the year and that the company will have paid o all liabilities. Likewise, it assumes that all accounts will pay within
thirty-days and there will be no delinquency of payments.
Projected Balance Sheet Sensitivity Analysis

Revenue
$90,000,000
Best case Monthly Likely Worst Case
$80,000,000

$70,000,000

$60,000,000

$50,000,000

$40,000,000

$30,000,000

$20,000,000

$10,000,000

$-
Year 1 Year 2 Year 3

Investment Business Plan 21

 Break-Even Analysis

Breakeven Analysis

$1,200,000

$1,000,000
COST - VOLUME - PROFIT

$800,000

$600,000

$400,000

$200,000

$0
0

250

500

750

1000

1250

1500

1750

2000

2250

2500

2750

3000

3250

3500

3750

4000

NET UNITS

22
 23
Appendix

Investment Business Plan

Public Comparables (COMPS) Company Valuation
24
Appendix