Dice Price Pitch Deck

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THE CONSUMER LANDSCAPE

•There are currently 25,000 national retail food stores and almost 22,000 pharmacies within the FMI membership.

•52% of consumers use technology in their grocery shopping.

• 49.7% of consumers in the United States own a smart phone. Importantly, nearly as many shoppers are using their mobile phone while shopping (31%) as shoppers using online coupons (32%).

• Yet, nearly 90% of shoppers still prefer to shop in store; not online!

• However, in March 2012, the Hartman Group reported 57% of consumers sought a relationship with their primary grocery store, and more importantly, the vast majority wanted the store to communicate with them online.

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Nationally• The Market is comprised of 114,285,714 Households• The Average Household Spends $105 per week on Groceries• The Average Household goes to a grocery store 2.2 times per week• Approximately $600 Billion is spent annually for Groceries

Locally: Los Angeles County•The Los Angeles Market is comprised of 5,609,227 Households within 46 submarkets•The Average Household Spends $172 per week on Groceries•The Average Household goes to a grocery store 2.2 times per week•Approximately $46 Billion is spent annually for Groceries

CONSUMER LANDSCAPE

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GENERATION Y AND ONLINE CONSUMPTION

“Digital is reshaping the grocery shopping experience in the post-recession economy,

as consumers turn to new channels to help plan their shopping trips”.

-Gretchen Joyce, COO at MaxPoint Interactive

Today’s reach of mobile smartphone tech and the personal and commercial

blend of social media networks permit instantaneous

consumer interactivity on grocery products, pricing and

information access

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Source: Forrester Research Online Retail Forecast, 2012 to 2016

INCREASING TREND TO SHOP ONLINE

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• More than 90% of shoppers regularly research products online before purchasing them in-store.

• More than 40% of mothers responsible for grocery shopping and those in the 25-54 age group indicate that in the past year they have started shopping at multiple grocery stores to get the best prices and deals. Further, 25% of general shoppers check prices at multiple stores.

• 60% decide which brand to purchase while they are in the store based on price, coupons and special promotions.

PRICE IS PARAMOUNT

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INSIDE THE 21ST CENTURY GROCERY CONSUMER

CONSUMER SELECTION BASED UPON

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A marketing platform to connect next generation shoppers with local vendors

A PROFILE-BASED PRICE AGGREGATOR75% of consumers choose store based on

price alone. Dice Price provides a platform to service this demographic of consumers.

PLATFORM FOR VENDORS TO FEATURE PRODUCTS

Dice Price also provides vendors with a platform to compete against other vendors on select (or even all) items such as alcohol or produce.

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MARKET FUNDAMENTALS & REVENUE STREAMS

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THE PRIMARY CONSUMER

AVERAGE WEEKLY SPENDING ON FOOD

July 9-12,2012 // GALLUP

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Revenue Streams• Advertising- CPC and CPM model• Coupon Revenue Stream (Still being defined)• Loyalty Program Revenue Stream (Still be defined)• Vendor Membership Fee Revenue (Still being defined)

• Includes Data Base Management for Local Vendors• Includes Direct Marketing to Consumers

• Emails, Alerts, Texts of sale items of interest• Includes Consumer Analytics and Shopping Habit Analysis

• Potential CPA model for in store pick ups

MARKET FUNDAMENTALS AND REVENUE STREAMS

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MARKET FUNDAMENTALS AND REVENUE STREAMS

Financial Model-Los Angeles County

Click on Summary to review full model

Region Los Angeles Average Year 1 Year 2 Year 3 Year 4Potential Household Shopper 5,609,227 Total Gross Sales Volume $46,367,935,645 $47,758,973,714 $49,191,742,926 $49,191,742,926Average Trips per week 2.2 Potential Household Views (1) 35,001,577 35,036,579 35,071,615 35,106,687 Amount Spent per Trip $78 Potential Penetration Sales Volume $24,111,326,535 $24,135,437,862 $24,159,573,300 $24,183,732,873Avg Amount Spent/Week/Shopper $172.22% of Shoppers using Technolgy 52% Potential Revenue(2)(3) $665,030 $840,878 $982,005 $1,053,201Market Penetration-Yr. 1 20%Market Penetration-Yr. 2 45% (1) Based on 52% of market shopping for groceries online or mobile and based on a HHLD expenditure of $172.20 per weekMarket Penetration-Yr. 3 65% (2) Potential Revenue does not include revenue derived from Coupon, Loyalty, Membership, CPA as they need to be further definedCPI 3.00% (3) Based off the assumptions presented House Hold Growth 0.10%

CPM ModelCPM Model $2.00Impressions per users 2Ads 5CPC ModelCTR 3 3.0%CPC Rate $0.50

Assumptions

Advertising Income Assumptions

Summary