Start-up business plan for CARTO: Community Art Online, an online e-commerce art site.

1. CARTO
CARTO
CREATE AN ACCOUNT OR SIGN IN
ADVANCED
KEYWORD SEARCH
SIGN IN
PRESENTED BY
CARTO COMPANY
About
Connie Chang, Founder SELLERCEO
BUYER SERVICES
Art Directory
and SERVICES
Membership Plans
People Kemp Edmonds, Financial Advisor
Satisfaction Guarantee Artist Community
HELP
Contact Us
Password Recovery
Media Returns Policy FAQs Suggestions
© 2008 CARTO INC.
Paul Shorthouse, Technical Advisor OF SERVICE | PRIVACY POLICY
TERMS

2. CARTO CREATE AN ACCOUNT OR SIGN IN
ADVANCED
KEYWORD SEARCH
SIGN IN
CARTO COMPANY
About
People
BUYER SERVICES
Art Directory
Satisfaction Guarantee
SELLER SERVICES
Membership Plans
Artist Community
HELP
Contact Us
Password Recovery
Media Returns Policy FAQs Suggestions
© 2008 CARTO INC. TERMS OF SERVICE | PRIVACY POLICY

3. CARTO CREATE AN ACCOUNT OR SIGN IN
ADVANCED
 Agenda KEYWORD SEARCH
 Introduction
 Market
 Competition
 Service Introduction
 Marketing
 Financials Market
 Conclusion Competition
SIGN IN
Service
Marketing
Financials
Conclusion
CARTO COMPANY
About
People
BUYER SERVICES
Art Directory
Satisfaction Guarantee
SELLER SERVICES
Membership Plans
Artist Community
HELP
Contact Us
Password Recovery
Media Returns Policy FAQs Suggestions
© 2008 CARTO INC. TERMS OF SERVICE | PRIVACY POLICY

4. CARTO CREATE AN ACCOUNT OR SIGN IN
ADVANCED
 Agenda KEYWORD SEARCH
 Introduction
 Market
 Competition
 Service • Connie Chang
 Marketing
– BCIT Marketing Management Entrepreneurship
 Financials
 Conclusion Diploma
– UBC Bachelor of Arts Degree in Art History
SIGN IN
– BCIT Practicum at Heffel Fine Art Auction House
as a sales assistant
– Volunteered at Vancouver Art Gallery for two
summers
CARTO COMPANY
About
People
BUYER SERVICES
Art Directory
Satisfaction Guarantee
SELLER SERVICES
Membership Plans
Artist Community
HELP
Contact Us
Password Recovery
Media Returns Policy FAQs Suggestions
© 2008 CARTO INC. TERMS OF SERVICE | PRIVACY POLICY

5. CARTO CREATE AN ACCOUNT OR SIGN IN
ADVANCED
 Agenda KEYWORD SEARCH
 Introduction
 Market
 Competition
 Service • CARTO: Community Art Online
 Marketing
– Internet-based service
 Financials
 Conclusion – Connects local artists with buyers
– Revenue from membership and commission
SIGN IN
– Incorporated in November 2008
– Positive cash flow after 18 months
– Great growth potential
CARTO COMPANY
About
People
BUYER SERVICES
Art Directory
Satisfaction Guarantee
SELLER SERVICES
Membership Plans
Artist Community
HELP
Contact Us
Password Recovery
Media Returns Policy FAQs Suggestions
© 2008 CARTO INC. TERMS OF SERVICE | PRIVACY POLICY

6. CARTO CREATE AN ACCOUNT OR SIGN IN
ADVANCED
 Agenda KEYWORD SEARCH
 Introduction
 Market
 Competition
 Service • Global
 Marketing
– Soaring popularity of contemporary art and
 Financials
 Conclusion photography
– Total market size: $4.15 billion
SIGN IN
• 56% of artwork under $2,000 = $2.3 billion
• Metro Vancouver
– Canada’s art centre
– The Cheaper Show
• 75 local artists sold $24,000 in 4 hours
• 85% of artists have no gallery representation
CARTO COMPANY
About
People
BUYER SERVICES
Art Directory
Satisfaction Guarantee
SELLER SERVICES
Membership Plans
Artist Community
HELP
Contact Us
Password Recovery
Media Returns Policy FAQs Suggestions
© 2008 CARTO INC. TERMS OF SERVICE | PRIVACY POLICY

7. CARTO CREATE AN ACCOUNT OR SIGN IN
ADVANCED
 Agenda KEYWORD SEARCH
 Introduction
 Market
 Competition
 Service • Art school students
 Financials
– 40 art schools in Lower Mainland and Vancouver
 Marketing
 Conclusion Island
– Total artists = 25,000
SIGN IN
• Independent artists
– Total population of Metro Vancouver, Gulf
Islands, and Southern Vancouver Island = 3.2
million
– 4% work in recreation, arts, and cultural sectors
– Total artists = 128,000
CARTO COMPANY
About
People
BUYER SERVICES
Art Directory
Satisfaction Guarantee
SELLER SERVICES
Membership Plans
Artist Community
HELP
Contact Us
Password Recovery
Media Returns Policy FAQs Suggestions
© 2008 CARTO INC. TERMS OF SERVICE | PRIVACY POLICY

8. CARTO CREATE AN ACCOUNT OR SIGN IN
ADVANCED
 Agenda KEYWORD SEARCH
 Introduction
 Market
 Competition
 Service
 Marketing Group % of Households Annual Income
 Financials Daytrippers & 9% $52,036
 Conclusion Nightowls (80,896)
SIGN IN
Grads & Pads 7.2% $54,349
(64,717)
Electric 3.4% $78,357
Avenues (30,561)
Young Digerati 2.6% $112,613
(23,370)
CARTO COMPANY
About
People
BUYER SERVICES
Art Directory
Satisfaction Guarantee
SELLER SERVICES
Membership Plans
Artist Community
HELP
Contact Us
Password Recovery
Media Returns Policy FAQs Suggestions
© 2008 CARTO INC. TERMS OF SERVICE | PRIVACY POLICY

9. CARTO CREATE AN ACCOUNT OR SIGN IN
ADVANCED
 Agenda KEYWORD SEARCH
 Introduction
 Market
 Competition
 Service • Product/Service Essentials
 Marketing
– Satisfaction guarantee
 Financials
 Conclusion – Secure and confidential
– Attractive and user friendly
SIGN IN
– Value
• Regulatory/Legal Essentials
– Terms of service
– Privacy policy
– Intellectual property rights
CARTO COMPANY
About
People
BUYER SERVICES
Art Directory
Satisfaction Guarantee
SELLER SERVICES
Membership Plans
Artist Community
HELP
Contact Us
Password Recovery
Media Returns Policy FAQs Suggestions
© 2008 CARTO INC. TERMS OF SERVICE | PRIVACY POLICY

10. CARTO CREATE AN ACCOUNT OR SIGN IN
ADVANCED
 Agenda KEYWORD SEARCH
 Introduction
 Market
 Competition
 Service
 Marketing • Multi-tactic marketing plan
Awareness • Word of mouth
 Financials
 Conclusion
• Go to the site
Investigation SIGN IN
• Read reviews
• Add art to shopping cart
Purchase • Decide to check-out
• PayPal
Payment • Complete after return period over
CARTO COMPANY
About
People
BUYER SERVICES
Art Directory
Satisfaction Guarantee
SELLER SERVICES
Membership Plans
Artist Community
HELP
Contact Us
Password Recovery
Media Returns Policy FAQs Suggestions
© 2008 CARTO INC. TERMS OF SERVICE | PRIVACY POLICY

11. CARTO CREATE AN ACCOUNT OR SIGN IN
ADVANCED
 Agenda KEYWORD SEARCH
 Introduction
 Market
 Competition
 Service
 Marketing Website
Annual
Fee
Commission
Community
Focus
Appearance
 Financials
www.yessy.com No Unattractive
 Conclusion
www.boundlessgallery.com
SIGN IN No Attractive
www.originalartonline.com No Unattractive
www.artflock.com Some Attractive
www.artistrising.com No Attractive
www.etsy.com Some Attractive
www.craigslist.com Yes Unattractive
CARTO COMPANY
About
People
BUYER SERVICES
Art Directory
Satisfaction Guarantee
SELLER SERVICES
Membership Plans
Artist Community
HELP
Contact Us
Password Recovery
Media Returns Policy FAQs Suggestions
© 2008 CARTO INC. TERMS OF SERVICE | PRIVACY POLICY

12. CARTO CREATE AN ACCOUNT OR SIGN IN
ADVANCED
KEYWORD SEARCH
SIGN IN
Featured artists
Good search criteria
30-day trial period
CARTO COMPANY
About
People
BUYER SERVICES
Art Directory
Satisfaction Guarantee
Cluttered
SELLER SERVICES
Membership Plans
Artist Community
HELP
Bad colours/fonts UsRecovery
Contact
Password
Media Returns Policy Inaccurate information
FAQs Suggestions
© 2008 CARTO INC. TERMS OF SERVICE | PRIVACY POLICY

13. CARTO CREATE AN ACCOUNT OR SIGN IN
ADVANCED
 Agenda KEYWORD SEARCH
 Introduction
 Market
 Competition
 Service
 Marketing Website
Annual
Fee
Commission
Community
Focus
Appearance
 Financials
www.yessy.com No Unattractive
 Conclusion
www.boundlessgallery.com
SIGN IN No Attractive
www.originalartonline.com No Unattractive
www.artflock.com Some Attractive
www.artistrising.com No Attractive
www.etsy.com Some Attractive
www.craigslist.com Yes Unattractive
CARTO COMPANY
About
People
BUYER SERVICES
Art Directory
Satisfaction Guarantee
SELLER SERVICES
Membership Plans
Artist Community
HELP
Contact Us
Password Recovery
Media Returns Policy FAQs Suggestions
© 2008 CARTO INC. TERMS OF SERVICE | PRIVACY POLICY

14. CARTO CREATE AN ACCOUNT OR SIGN IN
ADVANCED
KEYWORD SEARCH
SIGN IN
Clean and user friendly
Community features
Low fee structure
CARTO COMPANY
About
People
BUYER SERVICES
Art Directory
Satisfaction Guarantee
Poor search HELP
SELLER SERVICES
Not personalized UsRecovery
Membership Plans
Artist Community
Contact
Password
Media Returns Policy FAQs Suggestions
© 2008 CARTO INC. TERMS OF SERVICE | PRIVACY POLICY

15. CARTO CREATE AN ACCOUNT OR SIGN IN
ADVANCED
 Agenda KEYWORD SEARCH
 Introduction
 Market
 Competition
 Service
 Marketing
 Financials
 Conclusion
SIGN IN
User Community
Attractive Value
Friendly Focus
CARTO COMPANY
About
People
BUYER SERVICES
Art Directory
Satisfaction Guarantee
SELLER SERVICES
Membership Plans
Artist Community
HELP
Contact Us
Password Recovery
Media Returns Policy FAQs Suggestions
© 2008 CARTO INC. TERMS OF SERVICE | PRIVACY POLICY

16. CARTO CREATE AN ACCOUNT OR SIGN IN
ADVANCED
 Agenda KEYWORD SEARCH
 Introduction
 Market
 Competition
 Service • Clean background
 Marketing
 Financials
• Simple colours and fonts
 Conclusion • Uncluttered
• Less text, more art!
SIGN IN
CARTO COMPANY
About
People
BUYER SERVICES
Art Directory
Satisfaction Guarantee
SELLER SERVICES
Membership Plans
Artist Community
HELP
Contact Us
Password Recovery
Media Returns Policy FAQs Suggestions
© 2008 CARTO INC. TERMS OF SERVICE | PRIVACY POLICY

17. CARTO CREATE AN ACCOUNT OR SIGN IN
ADVANCED
 Agenda KEYWORD SEARCH
 Introduction
 Market
 Competition
 Service • Comprehensive categories
 Marketing
 Financials • Advanced search options
 Conclusion • Simple login
• Easily accessible information
SIGN IN
CARTO COMPANY
About
People
BUYER SERVICES
Art Directory
Satisfaction Guarantee
SELLER SERVICES
Membership Plans
Artist Community
HELP
Contact Us
Password Recovery
Media Returns Policy FAQs Suggestions
© 2008 CARTO INC. TERMS OF SERVICE | PRIVACY POLICY

18. CARTO CREATE AN ACCOUNT OR SIGN IN
ADVANCED
 Agenda KEYWORD SEARCH
 Introduction
 Market
 Competition
 Service
 Marketing Membership Plan Annual Fee Commission Rate
 Financials Starving Student $20 10.0%
 Conclusion
Budding Artist SIGN IN
$60 7.5%
Established Artist $100 5.0%
• Personalized artist pages
• Unlimited art postings
• Featured artists
• 30-day trial
• Extensive marketing plan
CARTO COMPANY
About
People
BUYER SERVICES
Art Directory
Satisfaction Guarantee
SELLER SERVICES
Membership Plans
Artist Community
HELP
Contact Us
Password Recovery
Media Returns Policy FAQs Suggestions
© 2008 CARTO INC. TERMS OF SERVICE | PRIVACY POLICY

19. CARTO CREATE AN ACCOUNT OR SIGN IN
ADVANCED
 Agenda KEYWORD SEARCH
 Introduction
 Market
 Competition
 Service • Artist blog
 Marketing
 Financials • Art events calendar
 Conclusion • Information for artists and art students
• Partnering with schools and associations
SIGN IN
• Art scholarships
• Awards
CARTO COMPANY
About
People
BUYER SERVICES
Art Directory
Satisfaction Guarantee
SELLER SERVICES
Membership Plans
Artist Community
HELP
Contact Us
Password Recovery
Media Returns Policy FAQs Suggestions
© 2008 CARTO INC. TERMS OF SERVICE | PRIVACY POLICY

20. CARTO CREATE AN ACCOUNT OR SIGN IN
ADVANCED
 Agenda KEYWORD SEARCH
 Introduction
 Market
 Competition
 Service
 Marketing
 Financials
 Conclusion
SIGN IN
(20% Awareness) (33% Awareness)
CARTO COMPANY
About
People
BUYER SERVICES
Art Directory
Satisfaction Guarantee
SELLER SERVICES
Membership Plans
Artist Community
HELP
Contact Us
Password Recovery
Media Returns Policy FAQs Suggestions
© 2008 CARTO INC. TERMS OF SERVICE | PRIVACY POLICY

21. CARTO CREATE AN ACCOUNT OR SIGN IN
ADVANCED
 Agenda KEYWORD SEARCH
 Introduction
 Market
 Competition
 Service • Promotions (Intro & Referrals)
 Marketing
 Financials • Signage/Flyers/Posters
 Conclusion • Networking
• Partnerships SIGN IN
• Associations
• Print Advertising
CARTO COMPANY
About
People
BUYER SERVICES
Art Directory
Satisfaction Guarantee
SELLER SERVICES
Membership Plans
Artist Community
HELP
Contact Us
Password Recovery
Media Returns Policy FAQs Suggestions
© 2008 CARTO INC. TERMS OF SERVICE | PRIVACY POLICY

22. CARTO CREATE AN ACCOUNT OR SIGN IN
ADVANCED
 Agenda KEYWORD SEARCH
 Introduction
 Market
 Competition
 Service • Guerilla Promotions
 Marketing
 Financials • L!VE ART
 Conclusion • Urban Murals
• Signage/Flyers/Posters
SIGN IN
• Print Advertising
• In-house Advertising (Zoom, etc.)
CARTO COMPANY
About
People
BUYER SERVICES
Art Directory
Satisfaction Guarantee
SELLER SERVICES
Membership Plans
Artist Community
HELP
Contact Us
Password Recovery
Media Returns Policy FAQs Suggestions
© 2008 CARTO INC. TERMS OF SERVICE | PRIVACY POLICY

23. CARTO CREATE AN ACCOUNT OR SIGN IN
ADVANCED
 Agenda KEYWORD SEARCH
 Introduction
 Market
 Competition
 Service
 Marketing
 Financials 89%
 Conclusion 81% Membership
SIGN IN Membership
5% Commission
11%
14% Commission
Advertising
CARTO COMPANY
About
People
BUYER SERVICES
Art Directory
Satisfaction Guarantee
SELLER SERVICES
Membership Plans
Artist Community
HELP
Contact Us
Password Recovery
Media Returns Policy FAQs Suggestions
© 2008 CARTO INC. TERMS OF SERVICE | PRIVACY POLICY

24. CARTO CREATE AN ACCOUNT OR SIGN IN
ADVANCED
 Agenda KEYWORD SEARCH
 Introduction
 Market
 Competition
 Service • Highlights
 Marketing
– Conservative revenue estimates
 Financials
 Conclusion – High marketing estimates
• Mitigates risks
SIGN IN
– Over $47,000 cash flow at the end of year 2
– Majority + Cash Flows in Year 2
Link to Cash Flow Projections
CARTO COMPANY
About
People
BUYER SERVICES
Art Directory
Satisfaction Guarantee
SELLER SERVICES
Membership Plans
Artist Community
HELP
Contact Us
Password Recovery
Media Returns Policy FAQs Suggestions
© 2008 CARTO INC. TERMS OF SERVICE | PRIVACY POLICY

25. CARTO CREATE AN ACCOUNT OR SIGN IN
ADVANCED
KEYWORD SEARCH
SIGN IN
CARTO COMPANY
About
People
BUYER SERVICES
Art Directory
Satisfaction Guarantee
SELLER SERVICES
Membership Plans
Artist Community
HELP
Contact Us
Password Recovery
Media Returns Policy FAQs Suggestions
© 2008 CARTO INC. TERMS OF SERVICE | PRIVACY POLICY

26. CARTO CREATE AN ACCOUNT OR SIGN IN
ADVANCED
 Agenda KEYWORD SEARCH
 Introduction
 Market
 Competition
 Service Expense Cost
 Marketing Business License + Incorporation Costs $620
 Financials
Legal + Accounting Costs $1,925
 Conclusion
Site Development + Server Costs $40,200
SIGN IN
Computer + Office Equipment $4,000
Advance Rent + Damage Deposit $2,250
Marketing Research $2,000
Door Opening Costs $50,995
Working Capital Requirement $31,200
Less: Initial Personal Investment $30,000
Total Funds Needed $52,195
CARTO COMPANY
About
People
BUYER SERVICES
Art Directory
Satisfaction Guarantee
SELLER SERVICES
Membership Plans
Artist Community
HELP
Contact Us
Password Recovery
Media Returns Policy FAQs Suggestions
© 2008 CARTO INC. TERMS OF SERVICE | PRIVACY POLICY

27. CARTO CREATE AN ACCOUNT OR SIGN IN
ADVANCED
 Agenda KEYWORD SEARCH
 Introduction
 Market
 Competition
 Service • Strong growth potential
 Marketing
– Positive monthly cash flow of over $47,000 by
 Financials
 Conclusion end of second year
– Easily scalable to other cities
SIGN IN
• $55,000 loan needed to subsidize
– Start up costs
– Working capital requirement
CARTO COMPANY
About
People
BUYER SERVICES
Art Directory
Satisfaction Guarantee
SELLER SERVICES
Membership Plans
Artist Community
HELP
Contact Us
Password Recovery
Media Returns Policy FAQs Suggestions
© 2008 CARTO INC. TERMS OF SERVICE | PRIVACY POLICY

28. CARTO
CARTO
CREATE AN ACCOUNT OR SIGN IN
ADVANCED
KEYWORD SEARCH
SIGN IN
PRESENTED BY
CARTO COMPANY
About
People
Connie Chang, Founder SELLERCEO
BUYER SERVICES
Art Directory
Satisfaction Guarantee
and SERVICES
Membership Plans
Paul Shorthouse, Technical Advisor
Artist Community
HELP
Contact Us
Password Recovery
Media Returns Policy FAQs Suggestions
© 2008 CARTO INC.
Kemp Edmonds, Financial Advisor OF SERVICE | PRIVACY POLICY
TERMS