User manual 1

All rights reserved. Only legitimate members of Dicettera LLC are allowed to

download or print this manual, and they may only do so for bona fide Dicettera-

business purposes. However, no part of this manual may be reproduced without

written permission from Dicettera LLC

@ 2011 Dicettera LLC

3

Table of Contents

Preface ………………………………………………………………………….......... 5

Chapter 1: Business Commodity ……………………………………………….......... 7

Chapter 2: Membership …………………………………………………………........ 13

Chapter 3: Value Analysis ………………………….……………………………….... 29

Chapter 4: Benefits ……………………………………………………………………. 33

Chapter 5: Fees & Payment ……………………………………………………………. 39

Chapter 6: Marketing ………………………………………………………………..... 43

Chapter 7: Consumer Protection …………………………………………………….... 52

4

Preface

The name Dicettera (d-setra) was created from two concepts: digital and etcetera. Only

digital reading material is offered, of a varied nature which reflects the origins of the

name. The Dicettera model was inspired by the need for an exclusive website that

reviews and recommends eBooks to its members.

Essentially, Dicettera LLC is an online eBook club; specializing in fiction and non-

fiction eBooks. However, our vision is to expand our products to include electronic

magazines, journals and newspapers. Our eBooks are among the most popular and useful

in the market, and are available at the most competitive online rates.

Our membership plans are unique, but have been tested and proven to be prudent

bargains. The plans were designed in compliance with evidence-based financial

standards, and are expected to generate attractive benefits.

The transactions conducted in Dicettera are entirely electronic: from the creation of an

account to the format for use of an eBook. Our eBooks are offered in PDF, but our vision

is to offer an array of formats. Also, our eBooks may be used without downloading any

special electronic reading software. However, some eBooks may be published in a format

that requires the download of free software.

Our eBooks may be used from most internet-compatible electronic reading devices, such

as a personal computer or mobile device.

5

Our members engage in multiple types of discussions on our site, including eBook

reviews and blogs. Members may also create or join various interest groups - such as the

fans of a particular author or genre. In addition, our members use Facebook and Twitter

to network and blog about our products.

The vision of Dicettera LLC is to offer electronic books, periodicals and membership

plans to millions around the world. We hope to create a revolution in the eBook industry

– providing unrivalled products, opportunities and benefits to our members.

6

Chapter

1

Business

Commodity
7

The Business Commodity

Dicettera LLC specializes in the retail of fiction and non-fiction eBooks.

Membership plans are offered by registered brokers of Dicettera LLC, and all business

transactions are conducted in dicettera.com. The registration process is user-friendly and

is designed to ensure simplicity.

Although the eBooks offered by Dicettera LLC are available for purchase from various

websites and stores across the United States, Dicettera is proud to be the only company to

offer consumers the option of purchasing eBooks in a highly engaging social-media site.

8

eBook Formats

Currently, our eBooks are offered only in PDF format. However, we intend to expand to

multiple formats in the near future. PDF eBooks may be used from multiple platforms

and have various benefits:

Platforms:

a. Windows Computer or Tablet PC

b. Macintosh Computer

c. Mobile and reading devices that are internet-enabled (except

proprietary devices, such as the kindle)

d. Pocket PC and Palm. (However, additional software may be required

to use Palm).

Benefits:

a. Our PDF’s can be printed

b. Easy to bookmark

c. Easy to search

d. Easy to highlight material.

9

About On-Demand

What is it?

“On-demand” is a collection of eBooks. Members may purchase any eBook from

the collection at any time.

How do I get access to the eBooks in the on-demand collection?

a. The “on-demand” collection is on the left side of the homepage; click on

either “fiction” or “non-fiction.”

b. Click on any eBook of interest in the menu

c. The purchase tab is at the bottom of each eBook page.

What happens after an eBook is purchased?

The eBook is deposited into “My Library.” My Library is located in the primary

menu (Upper area of home-page). The eBook may also be found in “My

Account,” under “Files.”

May I save the eBook?

Once purchased, members are advised to save their eBooks on their computer or

device. Generally, members may access an eBook from a maximum of 3 IP

addresses; members are allowed a maximum of 90 days to download an eBook,

and: members are allowed 10 downloads of a purchased eBook. However, some

publishers may have unique DRM (Digital Rights Management) rules that may

impact downloading factors. Be sure to read the DRM / downloading rules prior

to making a purchase.

10

Find-it

What is Find-it?

Find-it is a feature that accesses the databases of other eBook companies. This feature
gives the member access to millions of eBooks that may be read on the Web and other
devices, such as; Android, iPhone, iPad, Sony and Nook.

How to access it?

a. The tab is located in the collections area on the left side of the homepage
b. Click “Find-it”
c. Insert relevant access data
d. Insert relevant search criteria

Availability?

Members have full-time access to the collection: 24 / 7, 365 days / year. Members are
encouraged to refer to the terms and conditions for each eBook company being used, as
every company uses different terms and conditions.

What type of eBooks are available in the collection?

A wide variety of fiction and non-fiction eBooks.

The databases provide a user-friendly interface for searching through the millions of

eBooks in their respective collections: one may search by Title / subject, author, ISBN #,

or one may simply browse the collection under a genre of interest.

11

Why Consumers Use our Resources?

1. Our eBooks are available at highly competitive rates. In some cases, members

save 25% - 45% on purchases. The low cost is due to the fact that the product is

an electronic one – a factor that reduces the production cost.

2. Using our eBooks is easy. The eBooks are presented in a simple interactive

interface, and may be accessed with minimal navigation.

3. Our product is environmentally friendly. The fact that our product is electronic

promotes less use of paper. The reduction in the use of paper ultimately leads to a

reduction in the “cutting of trees.”

4. It’s convenient to use our eBooks: members may browse, buy, read and store their

eBooks without having to leave the comfort of their home. eBooks have been

found to be highly appealing to a large cross section of the population:

a. Professionals and business people who want to keep texts on their PC’s

b. Educators who refer to eBooks from their laptop during meetings or

classes.

c. Owners of PDAs and smart phones who want to read on the move

d. Students and researchers who want to be able to search hundreds of pages

of a book in seconds.

e. People who can’t wait a few days for physical delivery.

f. Residents of isolated communities who want instant access to reading

material.

12

Chapter

2

Membership

13

Membership Plans

The Rover Membership Plan

Designed for individuals who would only like to purchase eBooks occasionally,

the Rover Member has access to the On-demand and Find-it collections. The

Rover Member is not allowed to make referrals, and as such, is not eligible to

receive financial benefits.

The Referral-Broker Plan

The Referral Broker Plan is designed for individuals who would like to make

referrals, as well as purchase eBooks occasionally. Referral Brokers are eligible to

receive financial benefits and have access to the on-demand and Find-it

collections.

14

The Rover Membership

The following table highlights the main components of the Rover Membership Plan:

Particulars Expectation Comments

Required to pay an application fee? No Only brokers are required to pay
an application Fee

Required to pay monthly fees? No Rover-Members only pay when an
eBook is purchased

Eligible to receive monthly No Only brokers are eligible to
commissions? receive a monthly commission

Required to pay an annual renewal No There are no annual fees in
fee? Dicettera!

Required to view the business Yes The business presentation provides
presentation? critical information about the
expectations of your membership.

15

The Referral Broker Plan

The following table highlights the main components of the Referral Broker Plan:

Particulars Expectation Comments

Required to pay the registration fee? Yes $25

Required to pay monthly fees? Yes $20

Eligible to receive monthly Yes Commissions are paid for
commissions? purchases made by the referrals of
the broker.

Regarded as an independent Yes Brokers are not employees of
contractor? Dicettera LLC; they are
independent contractors.

Must have a college degree or a high No One is not required to have any
school diploma? formal education to become a
broker.

Required to pay an annual renewal No There are no annual fees to be
fee? paid!

Required to make referrals? No Brokers are encouraged, but not
required, to make referrals

Required to resign from “day job”? No Brokers are not required, or
encouraged, to resign from any job

16

Membership Plans – An Overview

The following table presents an overview of the membership plans:

The Access to Referral Monthly Application
Options Collections Privileges Fees Fee

The Rover Full Access None $0 None
Membership
Plan

The Referral Full Access Full $20 $25
Broker
Plan

17

About Referral Brokering

Referral Brokers conduct 2 main activities:

1. Make Referrals

Brokers are encouraged, but not required, to make referrals:

a. Invite a prospective member(s) to a business meeting.

b. During the business meeting, allow the prospective member(s) to view

the automated business presentation on the website.

c. Encourage prospective member(s) to register.

2. Customer Support

Brokers are the designated customer service representative for their referrals.

The services are based on need, as requested by the referral, but may include:

a. Technical support in relation to:

i. Purchase and use of eBooks

ii. Conducting business / personal transactions on the website.

b. Making changes in an account

i. Personal information

ii. Financial Information

c. Any customer service request

18

How to Become a Member?

Step 1: The Invitation

The prospective member is invited to a business presentation. The invitation is

extended by the affiliate broker, and the meeting may be conducted at any

location and time agreed upon by both parties. However, in cases where face-to-

face contact is not possible, the affiliate broker may email a link to the business

presentation. But affiliate brokers should be mindful that the email option is less

effective than the face-to-face option.

Step 2: The Business Presentation:

The 3-part business presentation is designed to introduce the prospective member

to the Dicettera business model.

Step 3: Registration

Registration is designed to be a short and simple process. Usually, the process is

completed within 1-2 minutes. Registration is required of everyone interested in

becoming a Rover Member or Referral Broker. (Refer to instructions below on

how to use the Personal Text-Link to register).

Dicettera LLC offers a 10-day money-back guarantee to its brokers. Essentially,

the guarantee allows brokers to engage in full-fledged referral brokering, with the

assurance that a refund of the registration fee will be made – upon request.

19

The Personal Text-Link

The “Personal Text-Link” is a cookie-tracking feature used by Dicettera to track and

make commission payments to brokers. Every broker has a unique Personal Text-Link,

and is expected to use that link to direct prospective members to Dicettera. It is

extremely important for brokers to be familiar with the feature, as it is the only

system we have to ensure that affiliate brokers are duly compensated for the

purchases of their referrals.

If a new member fails to use the Personal Text-Link, our system would be unable to

identify the affiliate broker who was responsible for the registration. As such, the affiliate

broker would not be compensated for the purchases of that new member.

Therefore, brokers should advise prospective applicants of the need to use the link when

registering, as it has implications for the subsequent payment of commissions and

bonuses. Also, Referral Broker applicants are advised to submit the Broker

Registration Fee at the end of the application process, otherwise their account will

eventually be de-activated.

The Personal Text-Link is located in the “Affiliate Center.” Remember, Rover Members

are not allowed to make referrals, and as such, do not have access to the “Affiliate

Center.” We present 3 options below (A, B & C) for accessing and using the Personal

Text-Link.

20

The Personal Text-Link – Option A

Purpose:
Used by brokers to direct prospective members to Dicettera.com. Dicettera uses this
system to track and make commission payments to brokers.

Seamless Advantage:
Option A is a less-seamless option. Referrals are taken to a community page on the
Dicettera site, and must subsequently click on “home” to be taken to the home-page.

Required Skill Level:
Minimal - Requires no editing of the automated link.

Location of the Personal Text-Link:

The Personal Text-Link is located in the “Affiliate Center.” The following is an
illustration of the page that opens, when one clicks on “Affiliate Center.” (The
sample page is highlighted in green below). Please refer to the arrow for the
precise location of the “Personal Text-Link.”

Commission History
Sales Today: 0
Sales last 7 Days: 0
Last 365 Days: 0
Click here for more reports.

Unique Click Count

Today's Clicks: 0
Last 7 Days: 5
Last 365 Days: 8

Click here for customized click reporting.

Affiliate Links
You can append a destination page to the end of the affiliate links to redirect to a specific page, as
well as track clicks to it, i.e. http://dicettera.com/affiliate/17/node/1

Text Link:

<a href="http://dicettera.com/affiliate/17">Dicettera Inc.</a>

Personal Text-Link

21

Instructions:

1. Click “Affiliate Center” in the secondary menu (refer to illustration above).

2. Highlight the link.

3. Paste the link in an email to a recipient. The link should look like the

following example: http://dicettera.com/affiliate/17

22

The Personal Text-Link – Option B

Purpose:
Used by brokers to direct prospective members to Dicettera.com. Dicettera uses this
system to track and make commission payments to brokers.

Seamless Advantage:
Option B is seamless for referrals. Referrals are taken directly to the home-page, once
they use the link.


Minimal - Requires minor editing of an automated link.


illustration of the page that opens, when one clicks on “Affiliate Center.” (The sample
page is highlighted in green below). Please refer to the arrow for the precise location of
the “Personal Text-Link in the box.”

Commission History
Sales Today: 0
Last 365 Days: 0

Unique Click Count

Today's Clicks: 0
Last 7 Days: 5
Last 365 Days: 8


Affiliate Links

23

Personal Text-Link

Text Link:


Instructions for Use:

1. Click “Affiliate Center” in the secondary menu (refer to illustration above)

2. Edit the link in the box:

a. Delete the front matter: <a href="

b. Delete the back matter: ">Dicettera Inc.</a>

3. Copy the edited link, and paste it in an email to a recipient. The edited link

should look like the following example: http://dicettera.com/affiliate/17

(Please note that the Personal Text-Link begins with “http” and it ends just before the next

inverted comma (”). It is between the front and back matter: Automated Link = Front Matter +

Personal Text-Link + Back Matter).

24

The Personal Text-Link – Option C

Purpose:
Option C is designed for Brokers who would like to recommend specific products to a
member or prospective member. Dicettera uses this system to track and make
commission payments to brokers.

Seamless Advantage:

Option C is seamless for referrals. Referrals are taken directly to the product-
page, once they use the link.

Moderate - Requires some editing of an automated link.


illustration of the page that opens, when one clicks on “Affiliate Center.” (The sample
page is highlighted in green below). Please refer to the arrows for further clarification.

Commission History
Sales Today: 0
Last 365 Days: 0

Unique Click Count

Today's Clicks: 0
Last 7 Days: 5
Last 365 Days: 8


Affiliate Links

25

Text Link:


Click here for product links
Step 3

Code

<div id="prodcontain"><a href="http://dicettera.com/affiliate/17
/content/premium-member-0"><img src="http://dicettera.com/
misc/w atchdog-error.png"></a><br /><div id="description"
>description:</div>Premium Membership<br /><div id=" Step 7
price"><span class="uc-price-product uc-price-sell uc-price"

Instructions for Use:

1. Click “Affiliate Center” in the secondary menu

2. Scroll to the bottom of the page

3. Click the following: “Click here for product” (refer to Step 3 in the illustration

above)

4. Click one, multiple or all products

5. Click HTML at the bottom of the screen (the recommended option).

6. Click Export at the bottom of the screen

7. Edit the link in the box/window on the right of screen (refer to Step 7 in the

illustration above for location of the link):

a. Delete the front matter. The following is an example of the front

matter:

<div id="prodcontain"><a href="

26

b. Delete the back matter. The following is an example of the back

matter:

"><img src="http://dicettera.com/misc/watchdog-error.png"></a><br
/><div id="description">description:</div>Premium Membership<br
/><div id="price"><span class="uc-price-product uc-price-sell uc-
price">$0.00</span></div></div>

(Please note that the Personal Text-Link begins with “http” and it

ends just before the next inverted comma (”). It is between the

front and back matter: Automated Link = Front Matter +

Personal Text-Link + Back Matter).

8. Copy the edited link, and paste it in an email to a recipient. The edited link

should look like the following example:

http://dicettera.com/affiliate/17/content/premium-member-0

27

How to Use the Registration Pages

With respect to the “Become a Broker” tab*, applicants should be advised

accordingly:

1. Only use the “Become a Broker” tab to complete and submit a Referral

Broker application. Do not submit this application for a Rover Membership.

2. Regarding the “Account Type,” applicants are expected to choose “Premium,”

as it is the only type being offered at this time.

3. Applicants are also expected to check the “Basic Broker” field, as it is also the

only type being offered at this time.

4. The “Affiliate Broker Email Address” should be the one that your affiliate

broker uses for PayPal business.

5. Referral Brokers are required to submit the application fee at the end of the

application process. Failure to submit the fee will eventually result in the

deactivation of the account.

With respect to the “Register” tab*, applicants should be advised accordingly:

1. Use the “Register” page only for Rover Memberships. Do not use the Register

page for submitting Referral Broker applications.

2. Regarding the “Account Type,” applicants are expected to choose “Regular,”

as it is the only type being offered at this time.

* (Both the Broker and Register tabs are located in the upper area of the homepage)

28

Chapter

3

Value

Analysis
29

The Dicettera Model vs. a Regular Job

The following is a comparison of the 2 models:

Particulars Regular Job The Dicettera Model

Application Required to apply, and Required to register
vs. positions are highly
Registration competitive

Is it designed for the Yes Yes
employee or broker to earn
an income?

No Yes

Are the hours flexible? Usually required to work 40 Brokers decide their
hours per week: schedule, as well as the
9:00 – 5:00 number of hours they work

30

The Dicettera Model vs. Regular Retirement

The Dicettera Model is not a retirement plan, and is not intended to function as a

retirement plan. Therefore, brokers should not use Dicettera as a substitute for a

retirement plan. However, brokers are eligible to receive financial benefits, relative to

their account, until death – thereby providing the potential for monthly income during the

retirement years. The following is a comparison of a regular retirement plan and a

Dicettera broker plan:

Particulars Regular Retirement Plan The Dicettera Plan

Designed to provide
financial security during the Yes Yes
retirement years?

Is one required to be a Yes No
certain age before (usually 65)
retirement?

Cost of monthly Usually between $20
premiums $100 - $450

Limitation on the amount Yes No
one may earn during (A retirement plan is (An individual may earn as
retirement usually designed to make a much as $3,000 monthly, or
maximum contribution to a more, during the retirement
retiree - such as $2,500.) years.

31

An Investment Analysis of the Plans

The following table presents a10-year income vs. expenditure projection for an affiliate

broker:

Type of Plan Monthly 10-Year Referral 10-Year Projected
Premium Expenditure Account Benefits

Referral-Broker
Plan $20 $2,400 100 Rover Relative to
(Scenario A) Members Sales

Referral-Broker
Plan $20 $2,400 100 Referral $121,500 - $135,000
(Scenario B) Brokers

32

Chapter

4

Benefits

33

Benefits

The Referral Commission

This commission is paid to an affiliate every time a broker, who was referred by

the affiliate, submits monthly broker fees. The commission is issued for

Customer Support. Affiliate Brokers are expected to give customer support to

every referral in their account – on an as needed basis. This commission is $10

per payment.

The Broker Registration Bonus

This bonus is issued to affiliate brokers, as a reward for the successful registration

of a referral broker. This bonus is $15 per referral broker.

The On-Demand Commission

This commission is paid to affiliate brokers for purchases made by their referrals

from the On-Demand collection. This commission is 10% of the purchase.

34

Overview of Benefits

Product Transaction Type Benefit Frequency Unit
Amount of Benefit Amount

Broker $20 Commission $10 Monthly per broker
Monthly Fee

Broker $25 Bonus $15 Once per broker
Registration
Fee

On-Demand As Advertised Commission 10% Once per purchase
Purchase

35

The Payment Schedule

Commission and Bonus payments are disbursed on the 15th day of every month.

However, in the event that the 15th is on a weekend, or United States holiday, the

payment will be disbursed between the 16th and 18th.

Payments are made for the commission and bonuses received in the previous month.

Brokers are required to have a valid PayPal account in order to receive payments.

Failure to have or maintain a valid PayPal account will result in the forfeiture of financial

benefits. Dicettera LLC does not make retroactive payments to brokers for past

benefits. Therefore, if a PayPal account was invalid at the time of payment, any benefits

that should have been paid to the broker would be forfeited.

36

Benefits of Referral Brokering

1. Be Your Own Boss / Create Your Own Schedule

As an independent contractor you can work whenever you like. The internet never

closes - giving you the opportunity to work any time, 24/7. There is no greater

feeling than being able to say that you work for yourself. You can take your

business in whatever direction you choose, while going at your own pace. And

you can do so from the comfort of your very own home.

2. Work Wherever You Want

Not only can you create your own schedule, but there is nothing stopping you

from picking up your things and moving to Miami today. It also makes it

convenient to take extra-long vacations, assuming the place you stay has internet

connection.

3. Great Benefits

Brokers may earn a substantial monthly income by engaging in the business of

Dicettera. The monthly earnings are based on the amount of time one invests in

the business, and also on the level of success experienced.

37

Core Competencies of Dicettera

Core Competence # 1: Financial Rewards

The commissions and bonuses offered by Dicettera are attractive and are awarded

on a monthly basis.

Core Competence # 2: The 10-day Money Back Guarantee

During the 10-day Money back Guarantee brokers may enjoy all the privileges of

brokering – with the assurance that they will be given a prompt refund of their

registration fee, once requested.

Core Competence # 3: Timely Payment of Benefits

Dicettera uses an effective payment system, designed to ensure that brokers are

paid on a monthly basis.

Core Competence # 4: An Effective Marketing Model

Our marketing model is based on a unique and highly effective strategy. It is

designed to offer maximum benefits to members – based on a simple and

customer-friendly approach.

Core Competence # 5: A Unique Product

Our combined business-product is unique – no other organization offers precisely

the same product.

38

Chapter 5

Fees

&

Payment
39

Application Fees
The following table summarizes the expectations with respect to the application fee:

Type of Plan Application Fee Due Date Frequency

Rover Membership $0 N/A N/A

Referral Broker $25 With Once
Registration

Monthly Fees
The following table summarizes the expectations with respect to the monthly fees:

Type of Monthly Due Date: Due Date: Frequency
Membership Fees First Payment Regular Payment

Rover Membership $0 N/A N/A N/A

Last day of the Last day of the Monthly
Referral Broker $20 registration month
month

40

The 10-day Money Back Guarantee

Dicettera LLC offers every broker a 10-day money back guarantee. The guarantee allows

brokers to enjoy all the privileges of brokering – with the assurance that a refund of the

registration fee will be given, if requested.

The 10-day guarantee is one of many initiatives that are designed to promote customer

satisfaction.

41

Receiving and Making Payments

How to make payments to Dicettera?

PayPal is the only method of making payments to Dicettera at this time, as PayPal

facilitates a convenient method of passing commission payments onto the designated

affiliate broker. However, we hope to have the capability to accept other forms of

payment in the near future.

Setting-up a PayPal account is fairly quick and simple. A PayPal account may be created

in 2 minutes.

How to receive payments?

Brokers are required to have a PayPal account in order to receive payments from

Dicettera. Creating a PayPal account is free; however PayPal charges a minimal fee for

each payment transaction. Please refer to PayPal for more information on charges

(https://www.paypal.com/cgi-bin/webscr?cmd=_display-fees-outside)

Brokers with an invalid PayPal account will forfeit all due benefits – until the

account becomes valid. Also, benefits are not awarded retroactively. Therefore, if a

benefit has been forfeited, the broker may no longer receive that benefit.

42

Chapter

6

Marketing

43

The Marketing Model

The following are the major tenets of the Dicettera Marketing Model:

1. Marketing Strategy

Our strategy is based on the “Direct Marketing" approach. Direct marketing is

characterized by face-to-face contact with a prospective buyer / member.

2. Personnel

The marketing of our product is conducted by registered brokers. Brokers are

independent contractors, and are compensated based on successful transactions.

3. Method

Emails with video presentations and business meetings are used as the forum to

conduct referrals.

4. Compensation

Brokers are compensated every time a successful referral is made; monthly fees

are submitted by a referral, or; an eBook is purchased in the On-Demand

collection.

5. Tier System

While most affiliate marketing companies use the multi-tier system, Dicettera

uses the single tier compensation system. Therefore, only the affiliate broker

receives commissions and bonuses for the purchases of a referral in Dicettera. The

single tier system is a reputable and sustainable business model.

44

Dicettera Model vs. Traditional Marketing

The following table highlights similarities and differences between the marketing models:

Traditional Marketing Models The Dicettera Model

Financial benefits are awarded to sales- Financial benefits are awarded to brokers
agents for the sale of products for successful transactions

Agents are given a basic salary Brokers are not given a basic salary

Agents are full-time employees Brokers are independent contractors

Agents are required to work full time: Brokers are not required to use any
usually 8:00 am – 5:00 pm schedule

Agents are required to have a university Brokers are not required to have any
degree. minimum education requirements.

45

Dicettera Model vs. Multi-Level Marketing (MLM)

The following table highlights the essential differences between the marketing models:

Multi-Level Marketing The Dicettera Model

Based on the Multi-Tier approach Based on the Single-Tier approach

Multiple agents at the top of one’s Only the affiliate broker gets a
network receive commissions for the sales commission from the purchases / payments
made by an agent of a member

Products are not always available Our products are available 24/7

Products are expensive Products are inexpensive

Agents are required to purchase products Brokers are not required to purchase
in bulk, for retail purposes anything in bulk.

Monthly benefits usually decrease when Monthly benefits would usually plateau,
new sales are not conducted when new referrals are not conducted

Agents move up a stratification system, There is no stratification system in
for selling a large quantity of products – Dicettera
such as director, associate, etc.

46

Dicettera Model vs. Pyramid Network Marketing

The following table highlights the essential differences between the models:

Pyramid Network Marketing The Dicettera Model

There are no real products or services for Dicettera LLC sells fiction and non-
sale fiction eBooks.

Most companies are not legally registered Dicettera LLC is a legally registered
company in Maryland, USA

Several agents may exist in an up-line Members do not have an up-line

The pyramid structure „collapses‟ after a The structure remains stable regardless of
significantly large number of agents are the numbers.
registered

There are high registration fees The registration fee for brokers is only $25

Marketing agents are required to pay There are no annual renewal fees
annual renewal fees

Agents are promoted to higher levels based Brokers are not promoted. There is no
on the volume of sales promotion structure in Dicettera.

47

Dicettera Model vs. Ponzi Schemes

The following table highlights the essential differences between the models:

Ponzi Scheme The Dicettera Model

Consumers are investors Consumers are members / brokers

Money is earned from investments – after Brokers earn money by making referrals
a period of time and providing customer service to their
referrals.

Investors are told that their monthly Monthly fees are not invested. Once
premiums are being invested submitted, the fees become the income of
Dicettera

“New Investments” are used to pay “old Brokers receive a commission – not
investors” returns from investments

The expenditure obligations are higher The expenditure obligations are lower than
than the income potential the income potential

The scheme „collapses‟ after a large The structure remains stable regardless of
number of investors the numbers.

48

Referral Brokering 201

Tip # 1: Use a Time Management Model

The following are the most frequently used time management options:

a. Full time

b. Part-time

c. Seasonal

d. One-Time

e. Sporadic

Tip # 2: Make a Schedule

Your schedule is based on your time management model. For example: Tuesdays and

Thursdays: 7:30 p.m. – 8:30 p.m.., and Sundays: 5:30 p.m. – 6:30 p.m. Brokers spend

most of their time communicating by email, or hosting business presentations. The

business presentation is approximately 20 minutes.

Tip # 3 – Use Invitations

If you choose to host business presentations, use invitations. Invitations to business

meetings may be extended through email, over the phone or face-to-face. While brokers

are encouraged to use business meetings, brokers should be aware that the email option

may also be used. However, the most effective method of marketing is the direct

approach: face-to-face contact in a business meeting.

49

Tip # 4: Make Invitations Brief

When extending an invitation to a business meeting, be very brief. Do not share any

information about the content of the presentation. Also, avoid using certain words that

may cause the invitee to develop a bias for the presentation, such as; salesman, selling

plans or network marketing.

Tip # 5: Be Excited & Use Appealing Language

Be excited about the offer – excitement is contagious. Your language says a lot about

how you feel, in relation to what you’re saying.

Tip # 6: Use Groups

The benefit of using groups is that it saves time. The size of the group should be based on

your accommodation facilities.

50

The Business Presentation

The following is an overview of the business presentation:

Agenda Item # Particulars Time Frame

1 The Business Presentation: Part1 – The 5 mins.
Product

2 The Business Presentation: Part 2 – The 6 mins.
Membership Plans

3 The Business Presentation: Part 3 – 7 mins.
Benefits

The Business Presentation is automated, and is available on dicettera.com. Brokers are

simply a host during the presentation, and should be available to answer any questions

that the invitees may have about the business model.

51

Chapter

7

Consumer

Protection
52

The Policy
Dicettera understands that the satisfaction of its members is the driving force for its

success, as our products are sold upon the recommendation of our members. Therefore,

we are committed to the satisfaction of our members.

Dicettera uses multiple strategic measures to enhance the capacity for consumer

satisfaction. Among the measures include multiple options for submitting questions and

the establishment of an excellent complaints redress system. The measures are customer

friendly, and are designed to bring about desired results in a time-sensitive manner.

53

Consumer Complaints
Consumers are encouraged to report complaints promptly. Dicettera acts expeditiously to

resolve every complaint. In the unlikely event that a consumer believes his/her compliant

was not addressed fairly by Dicettera, the consumer is advised to report the matter to the

designated industrial agency.

The following steps are presented as a guide for lodging consumer complaints:

Step 1:

Contact Dicettera to report the complaint. Our agents are authorized to address

customer complaints.

Step 2:

If a consumer is dissatisfied with the decision of a Dicettera agent, the

consumer is advised to request a supervisor immediately. Our agents are

required to make a supervisor available to a consumer, upon request – without

any further queries.

Step 3:

If a consumer is dissatisfied with the decision of the supervisor, the consumer

is advised to submit a letter with details of the problem. The letter will be

reviewed by the consumer complaints committee at Dicettera and endorsed by

the Vice President for Consumer satisfaction. The committee is required to

address the compliant within 10 days.

54

Step 4:

If a consumer is still dissatisfied with the decision of the complaints

committee, the consumer is advised to submit a “Complaint Notice” to the

BBB Online (http://www.bbb.org/online/).

The BBB (Better Business Bureau) online is an industrial agency and is duty-

bound to conduct an independent and objective investigation of the complaint.

The process will be conducted at no cost to the consumer.

It is the policy of Dicettera LLC to comply with the decisions of the

industrial agency.

55

Terms & Conditions for the use of Electronic Resources

I. Introduction

The terms and conditions outlined below provide the legal expectations and
framework for the use of eBooks on the dicettera.com website, as well as the
general expectations in relation to the use of the website. The eBooks offered
on the Dicettera website are governed by license and contract agreements.
Each license or contract contains strict guidelines for the use of resources, and
it is the responsibility of the user to be familiar with these terms and
conditions.

II. Copyright

Dicettera LLC does not permit the illegal downloading and/or sharing of
copyrighted material in any form or manner. Electronic resources are
copyrighted and are subject to all applicable copyright and database protection
rights under the laws of the United States and other countries. All utilizations
of these products including downloading, printing or creating copies of
content from these resources must be consistent with existing "fair use" law as
defined by the copyright law of the United States (Title 17, U.S. Code) or
international law.

III. License Agreements/Contracts

The contract for each eBook details permissions and restrictions on use.
Minimum restrictions include, but are not limited to:
a. Authorized Users are solely members or personnel / employees of
Dicettera.
b. Use of the resource should be for the purposes of private research or
study only.
c. Alteration, abridgement, adaptation or modification of the licensed
material is prohibited, except to the extent necessary to make it
perceptible on a reading device or as otherwise permitted in the
agreement.
d. Authorized users may download, store on a PC (or other storage
device), or print single copies of documents from the resource for

56

his/her own non-commercial use, provided user maintains all
copyright and other notices contained in such material.
e. Systematic or programmatic downloading (e.g., the use of automated
"robots" and net accelerators or otherwise downloading or attempting
to download in a short period of time large amounts of the subscribed
content) is prohibited.
f. Systematic making of print or electronic copies for distribution to non-
members or non-subscribing institutions is prohibited.
g. Members may not use any of the licensed material for commercial use
(unless permission is granted by the copyright holder).
h. Mounting or distributing any part of the licensed material on any
electronic network, including the Internet and the World Wide Web, is
prohibited.
Licenses and contracts for the retail of eBooks may be terminated
immediately, at the discretion of individual publishers, if the terms and
conditions are violated by brokers and members of Dicettera.

IV. Loss of Privileges

Violators of Dicettera’s “Terms & Conditions” will have their membership
access suspended and be subject to other legal / civil measures. Violations
may also result in blocked access to other features on the Dicettera website,
and may be denied other privileges that are associated with a membership.

V. Refunds

After purchasing an eBook or other resource from Dicettera LLC, it is the
member's responsibility to determine that the resource is available for use.
Due to the nature of the product, once an eBook has been purchased, a refund
cannot be given for it. However, Dicettera LLC will seek to ensure that any
problem encountered during the purchase process is resolved swiftly.
Also, once an eBook is purchased, it cannot be exchanged for another eBook.

VI. Indemnification

The member agrees to defend, indemnify and hold harmless Dicettera LLC
and its affiliates and their respective directors, officers, employees and agents
from and against any and all claims, actions, demands, damages, costs,
liabilities, losses and expenses (including reasonable attorneys' fees) arising
out of use of the site.

57

VII. Changed Terms

Dicettera LLC has the right at any time to change or modify these Terms &
Conditions applicable to use of the site, or any part thereof, or to impose new
conditions. Such changes, modifications, additions or deletions shall be
effective immediately upon notice thereof, which may be given by any means
including, without limitation, posting on the site, or by electronic or
conventional mail, or by any other means. Any use of the site by a member
after such notice shall be deemed to constitute acceptance of such changes,
modifications, additions or deletions.

VIII. Miscellaneous

These Terms & Conditions shall be construed in accordance with the laws of
the State of Maryland, without regard to its conflict of laws rules. The section
headings used herein are for convenience only and shall not be given any legal
import.

58

Terms & Conditions for Referral Brokers

I. Introduction
The terms and conditions outlined below provide the legal expectations and
framework for the business relationship between Referral brokers and
Dicettera LLC.

Brokers are not employees of Dicettera LLC; they are independent
contractors. As such, brokers are not entitled to “employee benefits,”
including; annual vacation, sick leave, traveling allowances and maternity
leave.

Brokers agree to comply with all applicable state / country tax laws, and agree
to make tax payments with respect to income earned from referral brokering
activities.

II. Code of Conduct
The following values are the “Pillar Principles” of Dicettera:
a. Integrity & Honesty
b. Respect & Courtesy
c. Justice & Fairness
d. Transparency & Accountability

Referral Brokers are expected to act in a manner that is consistent with the
Pillar Principles of Dicettera, when transacting the business of referral
brokering. Likewise, Referral Brokers may also expect to be treated in a
manner that is consistent with the Pillar Principles, when interacting with the
personnel of Dicettera.

III. Company Obligations
a. Dicettera is expected to:
a. Conduct business in an ethical, timely and professional manner
b. Provide adequate information to brokers, in order to manage
business activities efficiently
c. Compensate brokers in accordance with the approved benefit plan
d. Comply with all industrial and civil laws governing the practices of
a legal business entity
e. Administer its policies fairly, without prejudice or favor, to protect
the interest of all brokers

59

b. Dicettera will not:
i. Guarantee success
ii. Tolerate brokers pressuring prospects into purchasing products or
becoming a registered member of Dicettera.
iii. Allow misleading product claims to be made in any form
iv. Terminate brokers without due process

IV. Broker Obligations
a. Brokers are expected to:
i. Conduct the business of referral brokering in an ethical and
professional manner
ii. Represent the benefit plan only as specified by Dicettera.
iii. Comply with applicable consumer protection laws and
regulations

a. Brokers will not:
i. Engage in deceptive, unlawful, or unethical business or
recruiting practices
ii. Engage in high pressure selling or recruiting practices
iii. Make misleading sales claims or guarantees concerning the
company or its products
iv. Sell membership plans to minors or persons who are not capable
of making an informed decision
v. Disparage, demean, or make negative remarks about Dicettera,
its affiliates or its personnel
vi. Seek in any way to violate or circumvent Dicettera’s policy,
whether in spirit or deed

V. Application Matters

a. Application Requirements
i. Applicants must be at least 18 years old and authorized to
work in their state of residence
ii. Applicants warrant that they understand the Dicettera
business model and benefit plan
b. Application Processing
i. Dicettera reserves the right to accept or reject any applicant
and is under no obligation to offer any reason for rejection
ii. The applicant, assisted by his/her affiliate, is solely
responsible for the completion of the electronic application

60

c. Falsified Registration
i. Submitting an application on behalf of an individual
without that individual’s permission and bona fide
signature is illegal and strictly prohibited.
ii. Submitting or encouraging someone to submit false or
invalid information on an application is also illegal and
strictly prohibited.
iii. A person who submits false information on their
application, or encourages someone to do so, will have
their account terminated and will lose all rights and
privileges of a referral broker

VI. Changing an Affiliate Broker
To protect the integrity of our protocols, Dicettera discourages and rarely
authorizes the change of an affiliate broker.

Members or brokers wishing to change affiliates have the option of canceling
their current membership and reapplying as a new member or broker with the
affiliate of their choosing.

VII. Beneficiaries
In the event of death, the heirs or successors of a broker shall not be entitled to
any financial benefits, associated with referral brokering.

VIII. Affiliate Rights and Responsibilities
a. Affiliates are responsible for ensuring that prospective members
have viewed the Business Presentation
b. Affiliates must emphasize that success in the company’s affiliate
marketing program will vary from affiliate to affiliate, and will
depend on personal efforts
c. Affiliates will refrain from mentioning competitor brands in a
negative, disparaging or otherwise illegal manner

IX. Cancellation / Termination
a. Voluntary Cancellation
Brokers may cancel their membership at any time with a signed and dated
letter indicating their intent to discontinue as a member. Cancelled
accounts shall not be reinstated with their original benefits under any
circumstance.

61

b. Involuntary Termination
Dicettera may terminate a member’s privileges, if any provision of the
terms and conditions is violated

X. Non-Payment
Dicettera reserves the right to with-hold future commission / bonus payments
to a Broker, in the event that the broker has failed to make due payments to
Dicettera

XI. Compensation
a. Monthly commission and bonus payments are submitted on the 15th day of
every month. In the event that the 15th falls on a weekend or United States
holiday, the payment will be disbursed between the 16th and 18th .

b. If a broker finds any discrepancies with respect to commission and bonus
payments, the discrepancy must be reported to Dicettera within 15 days.
Failure to report the discrepancy within the timeframe will result in
forfeiture of any due benefits.

c. Payments will be made for amounts equal to or exceeding $15. If a
broker’s net earnings do not equal or exceed this amount, the commissions
and bonuses will be accrued until they reach the minimum amount for a
payment to be disbursed.

XII. Advertising

a. To protect person-to-person marketing efforts, Dicettera retains the
discretion to restrict its products from being advertised at any location
which it does not deem acceptable
b. Brokers may not charge any for-profit fee for any services, trainings,
literature, materials, or other company-related material
c. Mass-medium marketing is not authorized and any requests for such
projects will be denied. Examples of this type of marketing include radio
and television appearances or infomercials or commercials, billboards
and/or online feeds.
d. Dicettera maintains a zero-tolerance policy regarding any spamming
activity by brokers. Spamming is the sending of electronic or other
messages in an attempt to force information upon others who have not
specifically expressed a desire or granted an approval to receive said
information, regardless of whether or not a signature is included in the
message.

62

e. Dicettera does not permit brokers to send unsolicited emails unless such
strictly comply with applicable laws and regulations including, without
limitation, the federal Can Spam Act, and must comply with the
following:
i. There must be a notice in the email that advises the
recipient that he/she may reply to the email, via the
functioning return email address.
ii. The email must clearly state that the message is an
advertisement or solicitation

XIII. Disciplinary Measures
Any violation of the terms and conditions may result, at the Discretion of
Dicettera, in one of more of the following measures:
a. Issuance of a written warning
b. Imposition of a fine to be withheld from future commission or
bonus payments
c. Suspension or termination of membership

XIV. Indemnity
Brokers shall hold Dicettera harmless for any claims, damages, or liabilities
arising from the broker’s misrepresentation, negligence or failure to comply
with the terms and conditions of referral brokering

XV. Amendments
Dicettera reserves the right to make amendments to these terms and
conditions, as well as its business model and products. However, Dicettera is
obligated to provide a 45-day notice period before any such amendments may
take effect.

XVI. Policy Enforcement
If any provision in these terms and conditions is found to be invalid, illegal or
unenforceable for any reason, Dicettera may amend or delete that provision.
The amendment or deletion of any clause or provision will not affect the
remaining clauses and provisions, which will remain in full force and effect.

XVII. Arbitration
Any claim, dispute or other difference shall be exclusively resolved by
binding arbitration administered by the American Arbitration Association
pursuant to its Commercial Arbitration Rules. Brokers waive their right to trial
by jury or to any court. All arbitration proceedings shall be held in the city of

63

Baltimore, Maryland, unless the laws of the state or territory in which the
broker resides expressly require the application of its laws, in which case the
arbitration shall be held in accordance with those laws.

Each party to the arbitration shall be responsible for its own costs and
expenses of arbitration, including legal and filing fees. The decision of the
arbitrator shall be final and binding on the parties.

64

FAQs

The following are some of the Frequently Asked Questions (FAQs) that we receive:

1. What is the difference between an affiliate and a referral?

Answer: The affiliate sold a membership plan, and; the plan was bought by a
referral.

2. I found out about Dicettera on Facebook. How do I find an affiliate broker?

Answer: Post a request on our wall for anyone interested in being your
affiliate broker.

Usually you will have multiple interests within 24 hours.

3. I just bought an eBook, where do I find it?

Answer: Anytime an eBook is purchased it is sent to "My Library." The
eBook may also be found in “My Account,” under “Files.” Additionally we
may send you an email with a link to that eBook.

4. Where could I find information about the commissions that I've earned?

Answer: Go to "My Account," and; click "Affiliate Center."

5. May I save a purchased eBook?

Answer: Yes. Once purchased, members are advised to save their eBooks on
their computer or device. Members may access an eBook from a maximum
of 3 IP addresses. Also, members are allowed a maximum of 90 days and 10
opportunities to download an eBook.

6. What forms of payment are accepted by Dicettera?

Answer: All payments to Dicettera are processed through PayPal, and as
such, members may use funds in their PayPal account to make payments.

65

7. Am I required to pay an Application Fee?

Answer: Only brokers are required to pay the $25 application fee.

8. Am I required to pay monthly fees?

Answer: Rover Members do not pay monthly fees. However, Referral
Brokers are required to pay a monthly fee of $20.

9. Am I eligible to receive financial benefits?

Answer: Only brokers are eligible to receive financial benefits.

10. Am I required to pay an annual renewal fee?

Answer: There are no annual renewal fees in Dicettera.

11. I am a broker. Does that mean I am an employee of Dicettera?

Answer: Brokers are not employees. They are independent contractors.

12. Should I resign from my job to be a broker?

Answer: No. Brokers are not advised, or encouraged, to resign from any job.

13. What level of education is required of a broker?

Answer: Brokers are not required to have any formal education. However,
basic literacy and computer proficiency are expected.

14. How many hours am I required to work as a broker? Are the hours flexible?

Answer: Absolutely, the hours are flexible. In fact, brokers are the ones that
determine how many hours they work, and when they work.

15. May I use Dicettera as a retirement plan?

Answer: Our membership plans are not intended to be a substitute for a
retirement plan, and as such, members are advised not to use it as such.
However, brokers are eligible to receive financial benefits until death.

66

Therefore, the earnings from Dicettera may serve to supplement income
during the retirement years.

16. When could I expect to receive my commissions and bonuses?

Answer: Commissions and bonus payments are disbursed on the 15th day of
every month. However, in the event that the 15th falls on a weekend or
United States Holiday, the payment may be disbursed between the 16th and
18th. Payments are made for commissions and bonuses earned in the
previous month.

Brokers are required to have a valid PayPal account in order to receive
payments. Failure to have a valid PayPal account will result in the forfeiture
of financial benefits. Dicettera LLC does not make retroactive payments to
brokers for past benefits. Therefore, if a PayPal account was invalid at the
time of payment, any benefits that should have been paid to the broker
would be forfeited.

67

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