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| @plan.inc. |
| Three Landmark Square, Suite 400, Stamford, CT 06901 * (203) 961-0340 |
| Business Description | The company is the leading provider of market research decision support and planning systems specifically designed for Internet advertisers, advertising agencies, and Web publishers, and the company has recently introduced a system for online retailers and consumer brand marketers. |
| Offering Information Company has | |||
| Trading As | APLN (NASNTL) | Industry | Internet (SIC 8732) |
| Type of Stock Offered | Common Shares | Filing Date | 03/16/1999 |
| Domestic Shares Offered | 2,500,000 | Offer Date | 05/20/1999 |
| Foreign Shares Offered | 0 | Filing Range | $12.00 - $14.00 |
| Company Shares | 2,500,000 | Offer Price | $14.00 |
| Selling Shrhldrs Shares | 0 | Gross Spread | $0.980 |
| Gross Proceeds | $35,000,000 | Selling | $0.550 |
| Expenses | - - | Reallowance | $0.100 |
| Post-IPO Shares | 10,948,600 | Employees | - - |
| Primary Underwriting Group | ||
| Underwriter Name | Participation | Underwriter Phone |
| Hambrecht & Quist Incorporated | Lead Manager | (415) 439-3626 |
| Bear, Stearns & Co. Inc. | Co-manager | (212) 272-4850 |
| First Union Capital Markets Corp. | Co-manager | (804) 649-2311 |
| Income Statement and Cash Flow Summary | |||||||
| Prior Audited Income |
Latest Unaudited Income | ||||||
| Full Year Audited Figures | - - Months Ending | ||||||
| Figures in U.S. millions except per share data | 12/31/1996 | 12/31/1997 | 12/31/1998 | ||||
| Revenues | - | - | 0.000 | 0.422 | 3.108 | - | - |
| Income from Oper. | - | - | -0.678 | -2.894 | -2.049 | - | - |
| Net Income | - | - | -0.661 | -2.814 | -1.871 | - | - |
| E.P.S | - | - | -0.730 | -3.130 | -2.070 | - | - |
| Revenue Growth (%) | - | - | - | 635.878 | - | ||
| Net Income Growth (%) | - | - | - | - | - | ||
| Oper. Profit Margin (%) | - | - | - | - | - | - | - |
| Net Profit Margin (%) | - | - | - | - | - | - | - |
| Cash Flow - Oper. | -1.76 | - | - | ||||
| Cash Flow - Inv. | -0.53 | - | - | ||||
| Cash Flow - Fin. | 5.15 | - | - | ||||
| Balance Sheet Summary and Financial Ratios | |||||
| Balance sheet as of: 12/31/1998 | Financial Ratios | ||||
| Total Assets | 6.03 | Current Assets | 5.47 | Current Ratio | 3.12 |
| Total Liab. | -4,272,758.97 | Current Liab. | 1.75 | Debt Ratio | - |
| Total Equity | 4,272,765.00 | Working Cap. | 3.72 | Debt to Equity Ratio | - |
| Cash | 3.68 | Return on Assets | - | ||
| Use Of Proceeds |
The proceeds from the proposed offering will be used for general corporate purposes including working capital, expansion of sales, marketing and customer service capabilities, product development and possible acquisitions. |
| Legal Counsel Registrar Auditor | |
| Issuer's Law Firm | Bass, Berry, & Sims |
| Bank's Law Firm | Wilson, Sonsini, Goodrich & Rosati |
| Registrar/Transfer Agent | First Union National Bank North Carolina |
| Auditor | Arthur Andersen |
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| Industry Competition |
The market for market research decision support and planning tools for Internet advertisers, advertising agencies, Web publishers, online retailers and consumer brand marketers is new and rapidly evolving. While the company believes that no direct competition exists in our particular market, the company faces indirect and potential competition from a number of companies who provide services to a similar base of clients and who could develop systems that directly compete with the company's systems. In some cases the company's services are complimentary to services provided by other companies and in some cases the company's services are considered to be a substitute. |
| Business Plan |
The company's objective is to be the leading provider of market research decision support and planning systems for online market participants including Internet advertisers, advertising agencies, Web publishers, online retailers and consumer brand marketers. The following are the key elements of the company's strategy: (i) Increase market penetration of the @plan Kepler E-Business System, (ii) Enhance and expand the @plan Gutenberg Advertising System, (iii) Develop additional revenue sources, (iv) Expand sales efforts and maximize sales effectiveness, (v) Continue to provide the highest level of client service and (vi) Leverage our market research to identify key trends. |