Marketing plan

1

About Us

Entrust America was established on the belief there is a critical need for a

trustworthy and affordable plan to help every American protect and recover

from the fastest growing crime in America…Identity Theft.

Only one out of ten American’s have any sort of identity protection. The

coverage is inadequate and expensive. The Nation needs a trusted low cost

producer who delivers a plan that covers and recovers from all types of identity

theft. A plan that addresses the problem head on and is affordable to every

family throughout North America. The time is right for Entrust America and the

time is now to enroll ten million consumers.

# ___

2

5 West 5th Street @ Madison Ave., Suite 300

Covington, Ky. 41011

TABLE OF CONTENTS

About Us

Overview – The Concept ………..……...……………...…….……… 3

The Company …..…….…………….……………………….…...…… 4

The Problem ………………..……………………………………...….. 5

The Industry …..…….…………….…………………..…….…...…… 6

The Opportunity ……………………………………….………...….. 7

Objectives .......................................................................................... ... 8

The Opportunity and Market Need …………………………..…..... 9

Our Solution ………………...…...................................…………….. 11

Product ……………………...................................………………….. 12

Our Recovery Process ………………...................…...…………….. 16

Business Model & Implementation ……………….…….......…….. 19

Market Size, Growth & Segmentation …………………...……….. 20

Go-To-Market Strategy for Large & Small Businesses……...…… 22

Go-To-Market Strategy for Consumers ……………….………….. 23

Competition, Differentiation, Barriers-To-Entry….……………… 24

Management Team …………………………………………………. 26

Business Partners ………….………………………...........………… 28

Conclusion………….……..........………………….…….………….. 30

3

Overview

The Concept

ENTRUST AMERICA will be recognized as the most trusted

source for identity theft recovery and protection in America.

The Company is set and proceeding toward securing one

million subscribers. The business plan is based on three

primary drivers:

1. Police Officer’s nationwide have partnered with

ENTRUST AMERICA in building, buying and

marketing the ID Recovery package.

2. ENTRUST AMERICA brings disruptive pricing to the

marketplace by offering double the coverage for

essentially half the price.

3. ENTRUST AMERICA will reach consumers by

partnering with large Banks, Credit Unions,

Automotive Dealers, Insurance Companies, Groups and

Associations.

Entrust America was established on the belief that there is a

critical need to tell the truth about identity theft and

eliminate the customer confusion that currently exists.

Entrust America will be the beacon for legitimacy and

credibility in an industry that clearly lacks credible market

leadership. The Company believes partnering with law

enforcement officials will establish belief, credibility and

achieve a market leadership position. The product will be

bundled and deployed through trusted and reputable

companies with existing customer relationships for ½ the

cost and twice the value to ensure retention and sustained

profitability.

The Perfect Storm The perfect storm is being fueled by media reports of high profile corporate data breaches and the devastating effects consumers suffer after falling victim to identity theft.

4

The Company

The Company is comprised of dedicated founders and a

skilled management team who have track records of

achievement. An active board of directors and advisory

board provide oversight, contribution and continued focus

on the Company’s singular customer acquisition goals. To

date, the founding management team and investors have

invested more than $2.5 million to cover research and

development, test marketing, technology infrastructure,

legal research and vendor integration. Now is the time to

take our enterprise aggressively to the next level through

our sales & product offerings.

The Company has secured agreements to provide ID

Recovery & Protection as an employee benefit with Blue

Chip companies and dozens of police departments and

fraternal order of police lodges. The Company has secured

reseller contracts with employee benefit providers, insurance

providers and several automotive dealerships. Entrust

America has teamed with the nationwide C.O.P.S. (Concerns

of Police Survivors) not-for-profit organization. Each year,

between 140 and 160 officers are killed in the line of duty

and their families and co-workers are left to cope with this

tragic loss. C.O.P.S. provides resources to help them rebuild

their shattered lives. The Company contributes a percentage

of top line revenues to this very worthwhile cause and gains

access to every police department in North America.

5

The Problem

Every 3 seconds an identity is stolen. According to the FTC

there were over 10 million identities stolen last year making

identity theft the fastest growing crime for the 9th consecutive year.

Over 247 million identities have been compromised through

data breaches from trusted retail stores, banks, credit unions

or data processing centers. ID thieves are ruthless and know

where to go to find personal data and they have created a

rapidly growing black market selling stolen personal

identities in chat rooms and other internet channels.

Identity theft has become the most dominant white collar

crime of the 21st century according to the FBI.

6

The Industry

The identity theft protection industry is “white hot” and

Entrust America is confident that it has the most

comprehensive and cost efficient solutions that directly

address the problem. With our existing law

enforcement relationships the Company enjoys a

considerable distinct and sustainable advantage. By

leveraging the credibility and efficacy of law

enforcement partnerships Entrust America will achieve

an industry leadership position. The “perfect storm” is

being fueled by media reports of high profile corporate

data breaches and the devastating effects of identity

theft. The costs to corporations and individuals as a

result of data breaches, hacks, and leakage is growing

exponentially. There are 10’s of millions of consumers

who realize the need to protect their identities. We will

reach these consumers by partnering with trusted

entities who already have established customer

relationships. The time is right and the demand is

present for us to execute our business plan.

President George W. Bush started a Presidential task force 4

years ago that acknowledges the depth of this epidemic

according to Alberto Gonzales former United States

Attorney General.

"Identity theft is a crime that goes far beyond the loss of

money or property," Gonzales said in a statement. "It is a

personal invasion, done in secret that can rob innocent men

and women of their good names.” The crime is expanding

annually and poses a real threat to American’s financial and

privacy security.

7

The Opportunity

The market has been created by Lifelock with their

aggressive marketing and advertising campaign. The big

three credit bureaus along with Lifelock have spent $100

million annually in direct response advertising. By virtue of

their promotional efforts consumer awareness is at an all

time high. The need has been established but the consumer

is confused about who to trust, how much to pay and what

type of coverage is needed. Entrust America believes

identity protection will not be purchased by the masses as a

standalone product. The future delivery of identity theft

products will be through trusted providers with existing

customer relationships. The product will most likely be

bundled with other products or simply be a rider attached to

an insurance policy. The product will be a non-conscious

buying decision and will be renewed annually vs. a separate

monthly bill that shows up on a credit card statement.

Employers have a tremendous stake in offering identity theft

protection due to their liability should an employee fall

victim to identity theft since 51% of all identity thefts occur

in the workplace. About 90% of business record thefts

involve payroll or employment records; only about 10% are

customer lists. The Company has forged relationships with

sizeable and reputable employee benefit providers. A recent

case in Michigan highlights this source of corporate liability.

In the 2005 case of Audrey Bell et al vs. AFSME AFL-CIO

Local 1023, the Michigan Appeals Court affirmed a jury

award of $275,000 to AFSME members who had sued the

union for failing to safeguard its members’ SSNs.

8

Objectives:

The prospects for ENTRUST AMERICAS’ continued growth

are excellent. Branding, positioning and an aggressive

Public Relations campaign are required to create recognition.

Testimonials from satisfied customers, celebrity

endorsements, professional athletes, law enforcement and

respected political figures are currently in place.

The Company's overall objective is to satisfy market

demands with products that provide integrity, credibility

and honesty, and to maintain a steady growth in sales

volume that will sustain the Company into the future. The

Company believes that proof of principle has been

established and risk has been mitigated. Our management

group has the passion, and expertise to execute the business

plan and to attract needed talent.

9

The Opportunity and Market Need

A “perfect storm” supporting the need for this business is

being fueled by media reports of high profile corporate data

breaches and the devastating effects consumers suffer after

falling victim to identity theft. The enterprise has created

the most comprehensive solutions in the marketplace today.

Our complete solutions coupled with our distinct delivery

systems will exploit this high-growth emerging market.

The “go to market” strategy and proprietary delivery

systems engaged by the enterprise will ensure efficient

customer acquisition and stave off any competitor threats

from incumbents or newcomers. The customer acquisition

strategy of value added resellers (VAR) for Entrust America

represent an industry first. By partnering with sales

organizations (VAR’s) that already have a developed and

mature relationship with the industries we are targeting the

enterprise enjoys the ability to scale rapidly without any

significant additional resources required to support growth.

As for the consumer division, it utilizes a unique customer

referral and agency sales program that allows for

exponential growth without the need for extensive

advertising expense or fixed sales force resources. Personally

identifiable information (PII) and sensitive corporate data

are the currency of today's cyber criminals. The explosive

growth of e-commerce and online dependency of consumers

and corporations has created a black market of stolen

electronic identities estimated to reach $1.6 billion by 2010.

According to the FTC, no American is immune to identity

theft. This represents a potential market of 300 million

individuals. The truth is only 5% of American consumers

have ANY form of identity theft protection. This holds true

for Corporate America as well. Millions of corporations

have no proactive data breach resolution program in place to

safeguard the personal data of employees and customers.

“Hackers Running Wild?” Data Theft hits $1 trillion in 2008 "Dramatic growth in the volume of unstructured data and the requirement to protect it, creates multi-billion dollar market demand for solutions"

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...According to the Ponemon Institute..."Dramatic Growth in

the Volume of Unstructured Data and the Requirement to

Protect and Preserve It Creates Multi-Billion Dollar Market

Demand for Solutions"

The costs to corporations as a result of breaches, hacks and

data loss is growing exponentially. The cost in 2007 was

$55.6 billion, a trend expected to continue until at least 2013

and beyond.

Consumers and corporations are hungering for a real

solution to curb the costs that are spiraling out of control.

Current solutions lack efficacy and fall woefully short. If a

consumer or corporation were to properly protect their data,

they would have to engage numerous disparate solutions

providers, making the protection cost prohibitive.

We have an industry first, “one stop shop” for ID protection

and recovery for both consumers and corporations.

Diligence, persistence and patience allowed us to observe

the shortcomings of “first movers”. To date, competitors

have relied on retail or direct-to-consumer initiatives to

acquire a subscription based customer. Millions of dollars

have been spent on mass media advertising by the Big 3

credit bureaus and venture capital backed companies such

as LifeLock. This expensive customer acquisition strategy

can be exploited through our unique plan and delivery

methods.

Entrust America, Inc. (The Enterprise) is a fully integrated

ID Theft Solutions provider for consumers, small and large

businesses and organizations. The operating enterprise is

poised to capitalize on the public’s growing awareness and

demand for both personal and corporate ID Theft Solutions.

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Our Solution

We are confident we have created the most complete

solutions, at the optimal price and sustainable profitability.

Current competition is offering inferior products at similar

or higher price points and there is sufficient margin in our

solutions to maintain market leadership.

We have slashed customer acquisition costs through our

leveraged value added reseller approach for businesses and

our customer referral program for consumers. Historically,

the value added reseller and agency approaches have

decreased customer acquisition costs and increased

customer retention rates.

With laser-like focus, our team has identified the strategic

industries where we will experience the greatest R.O.I. Thus

far, our efforts have been localized as we perfect our model.

Our value added resellers are the dominant players in their

respective industries and they participate in our revenue

sharing program to ensure mutual success.

We benefit from the advertising efforts of our competitors as

they have created public awareness and an appetite for

Identity Theft and Data Protection Services. First movers

have also set net present values for cost of customer

acquisition and the lifetime value of each subscriber.

A historical parallel can be drawn with Vonage. Vonage

spent hundreds of millions in direct-to-consumer mass

media to sell voice over Internet Telephony (VOIP). They

educated the masses and “second entrants” to the market

benefited by the Vonage advertising efforts.

Current Competition Current competition is offering partial solutions with their inferior products.

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Product

The Rush Identity Protection, Privacy & Recovery Package is

how we exceed expectations safeguarding our customers

home, privacy, credit, and identity, our “Redaction” process

removes your personal information off the internet, keeps

you informed of current fraud trends (scams), and uses the

most effective methods of prevention. This is in addition to

a one year “Recovery” policy, just in case you were to fall

victim to identity theft.

Protection and Recovery

Information is the key to prevention. Entrust America will

provide you with the tools to create real protection and

privacy with educational materials; Completed personalized

letters and forms that demand over twenty data vendor

companies to “Opt-Out” of internet data bases. This will

protect your privacy and to lessen your risk of Identity Theft

by first taking your information out of the public’s eye, the

internet.

Don’t be fooled by slick marketing tactics, partial solutions

and fine print exceptions that protect them, not you. Your

Privacy as well as your Identity is at stake. Entrust America

is the most comprehensive prevention and overall identity

theft recovery & protection service on the market. Services

like credit monitoring only catches a fraction of the identity

theft cases and does nothing for prevention. You cannot

prevent identity theft 100%, but you can remove it out of the

greedy hands of identity thieves. Additionally, for those

thefts that still occur, Entrust America provides unmatched

identity restoration services. We provide a compassionate

one-on-one, beginning-to-end, expert “ID Recovery

Specialists” that will do all the hard work for you. We are

confident in our record of Fully Restored Identity; we back

our service with our 100% resolution guarantee. If you

become a victim, we do the hard work for you, until your

identity is restored.

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While no company can make a 100% guarantee to prevent

identity theft from occurring as agreed by 37 State Attorney

Generals and the FTC in the recent lawsuit lost LifeLock for

deseptive advertising, Entrust America provides real

protection and privacy by first taking your information out

of the publics’ eye where it can easily be used against you.

Then we follow that up with fully automated professional

restoration services that can promise to identify and fix any

problems that may arise. The recovery process is as quick

and painless as possible to restore your good name and

credit back to pre-theft status, guaranteed.

But don’t take it from us, do the comparison for yourself. We

think our real life Endorsements, Testimonials and lists of

Law Enforcement and Professional Sports Organizations

who use our products says more about us that any slick

marketing or paid endorsement.

Protect Your Privacy and Your Identity.

Don’t make it easy for those would hurt you and your

family?

Redaction & Education — Have you ever “Googled” or

checked White Pages for your name or phone number? You

may have seen all of your personal information available on

the internet, including a map to your home. Our redaction

process will remove the connection between your name and

a map to your house from internet websites that share, sell

and release your personal information. We don’t want

others to look up where you live by running your name.

Did you know there are well over twenty data bases that

share, rent or release your personal information on the

internet? Did you know many of the data bases offer the

ability to “Opt-Out,” but require a written request? To be

proactive in protecting your identity you must remove

personal information from the place where it’s easiest to

obtain, the internet.

Entrust America provides everyone with Child Safety Cards

& an Emergency Preparation Kit to help your family. We

also provide a free Crisis Preparation Kit (CPK) that is used

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to record all Non-Public Personal Information (NPPI) as it

pertains to your identifying documents. We recommend,

once this form is completed, you have it sealed and stored

either in a safety deposit box or with your attorney or CPA.

Properly using the CPK allows you to quickly obtain your

NPPI in the event it is needed. This form may also be used to

help in restoring your identity & life in the event of a natural

disaster, fire, flood, break in, lost or stolen purse/ wallet, or

even a death in the family.

100% Identity Restoration – We do the hard work for you,

our customer!

When your identity has been compromised, every minute

counts.

Many victims have spent hundreds of hours repairing their

case of stolen identity, but our service includes identity

recovery services at no extra cost in our Rush Recovery &

Privacy Package. Our guarantee of full-service recovery

protection means we won’t stop until you are no longer held

responsible for any damage caused by the identity thief and

all the work it takes to clear your good name is complete.

The Rush Recovery & Privacy Package from Entrust

America offers you peace of mind whether you’re a long-

term member of our services or a recent victim of Identity

Theft. Our “ID Recovery Specialists” are experts in

providing victims with what they need most; compassionate

one-on-one, beginning-to-end guidance throughout the

entire recovery process.

Our proprietary Rush Identity Recovery software is used to

insure accuracy and to expedite the generation of your

personalized “Rush ID Recovery Documentation™".

Imagine having all the required federal, state and local

documents selected, sorted, completely filled out and

printed in a systematic order with easy to follow instructions

customized just for your specific needs. If you become a

victim of identity theft, you will quickly receive a “Rush ID

Recovery Documentation™" via mail. Once you sign,

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notarize, and return it, a recovery specialists assigned to you

will do the rest. No other recovery service does this!

According to the Federal Trade Commission, the recovery

process can take almost 500 hours and as much as $3,000. In

addition, the FTC says that 41% of ID Theft victims are still

dealing with the problem two years later. By using Entrust

America’s automated, Fully Managed Recovery, you

eliminate most of the time and cost associated with ID theft.

Full Recovery — Entrust America provides the only

automated Fully Managed Identity Theft recovery in the

country for any type of identity theft. With the use of our

proprietary Rush ID Recovery Documentation system and

Power of Attorney our Recovery Specialists are able to

gather the necessary information pertaining to the Identity

theft and complete all of the required documents with a click

of a button. Our ID Recovery Kit is then sent to you via

secure overnight service for signatures and notarization.

Once the Rush ID Recovery Documentation is then returned

to Entrust America via the provided return secure overnight

envelope then Entrust America will do the rest. Our average

recovery is completed in 14 days and our victim spends no

more than two hours on their own recovery.*

Follow up — Once you are cleared, you will receive

notification of clearance from the agencies involved. Entrust

America’s Recovery Specialist will continue to follow up

with you throughout the year.

Apprehension — Entrust America goes beyond just clearing

the victim. During our investigation of the Identity Theft the

Recovery Specialist can gather all evidence used during the

Identity Theft including but not limited to: surveillance

videos, documents, receipts, signatures and voice

recordings. This information is gathered and turned over to

the investigating authorities including the FBI, FTC, Secret

Service, State and Local Law Enforcement.

* Estimated timeframe only. Individual results will vary depending on

the state of residence and severity and types of Identity Theft

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Our ID Recovery Process

The following are the Phases of a Complete Managed and

Automated Full Identity Restoration . . .

Identity Recovery Process Phase 1

Victim calls Entrust America and is assigned an ENTRUST

AMERICA – Rush Identity Recovery Specialist. The

specialist proceeds with a call with the Victim detailing

identity theft covering the following items:

Consult with victim, and perform Crisis Management if

needed

Identify the identity fraud types

Ascertain nature of fraud

Explain fraud victim’s rights

Educate victim on the recovery process

Input all necessary information into the automated

Rush Identity Recovery Software

Rush Identity Recovery Specialist then proceeds to create all

documentation necessary to move forward on recovery and

starts recovery process accomplishing the following items:

Print the "Rush Recovery Package™" which includes all

necessary documents based on residence of victim,

types of identity theft and number of identity thefts.

"Rush Recovery Package™" also includes Limited

Power of Attorney (LPoA) that allows Entrust America

to act on victims behalf. All documents are completely

filled out and ready for victim’s notarized signature

"Rush Recovery Package™" is sent overnight to victim

via secured overnight service

Initiate fraud alerts with all three credit bureaus

Our Position We will establish ourselves as the premier provider in the SMB market. Virtually any company that electronically handles personal information on employees or customers is our target market.

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Identity Recovery Process Phase 2

For the Rush Identity Recovery Specialist to proceed on

behalf of the victim as a the legal advocate of the victim,

certain documentation must be completed and sent back to

Entrust America before Rush Identity Recovery Specialist is

fully armed with the legal authority and documentation

needed to proceed on behalf of the victim. These items are

listed below.

Victim receives "Rush Recovery Package™"

Victim follows the detailed instructions to get the LPoA

and other labeled documents notarized.

Victim by law has to have a police report completed in

person

Victim then sends back to Entrust America the listed /

completed documents including the executed LPoA via

the included return overnight envelope

Identity Recovery Process Phase 3

After receiving executed LPoA and returned "Rush Recovery

Package™", the Rush Identity Recovery Specialist then

proceeds with the following items as determined by the

type, theft level and intensity of the identity theft case. In

many cases the type, theft level and intensity of the identity

theft case will increase as case detail unfold warranting

additional action from the initial action taken at opening of

case.

Place all necessary electronic and hard copy fraud alerts

To all three credit bureaus

To Social Security Administration (SSA)

To Federal Trade Commission (FTC)

To US Postal Service (USPS)

To state of residence Attorney General’s Office

Research credit history and verify if fraud includes

items such as:

Public Records – liens, judgments, bankruptcies

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Credit Accounts – New and/or Derogatory

Addresses

Prior Employment

Issue fraud alert to and work with affected financial

institutions and credit card companies

Issue fraud victim statements and work with all three

bureaus to restore credit accuracy

Whenever an Identity Fraud Case Warrants

Trace Social Security Number

Notify and work with Department of Motor Vehicles

Notify and work with creditors who have extended

credit due to misuse of victims identifying information

Notify and work with collection agencies of those

creditors

Notify and work with Law Enforcement officials Recommend licensed attorneys where appropriate

In all cases victim will be updated during recovery process

and case will be actively pursued until identity recovery is

complete. Case will not be closed officially when identity

recovery process is complete, but will be held open for one

year after completion in case new action is warranted.

Another reason for keeping the case open for one year is that

it is a statistical fact that most victims are now at a much

higher risk of their identity being stolen a second time, and

most information relative to the original case will be relevant

to new cases of identity theft as they arise.

Update victim

Continue restoration until complete

***The above steps are accomplished totally by ENTRUST America specialists, all that is

required of the victim is a two hour phone call with a Rush Identity Recovery Specialists

and signing a limited power of attorney (LPoA) to allow the specialist to do their job on

your behalf.***

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Business Model & Implementation

We will deliver a new standard of excellence in the industry

by challenging the incumbents pricing structure, product

efficacy and expensive customer acquisition methods. We

plan to aggressively position ourselves for an exit via

merger, acquisition or IPO in the next 36-60 months.

We are no longer considered a start-up since proof of

concept has been achieved and the majority of research and

development has been completed. Management has

obtained a 360 degree view of the marketplace and test

marketed a wide number of approaches to the industry. A

definitive, articulated and focused approach will allow a

niche to be exposed and significant market share acquired

over the next 12 months. Our customer acquisition

approach is more cost effective and will provide greater

customer retention due to the relationships in place with our

value added resellers and customer referral programs.

We provide one solution:

1. Individual and Family Identity Protection/Recovery

Solutions

Professional validation and a strong referral base are critical

to our success. Based on our market research and the strong

market demand, we will aggressively market our solutions

in the following six industries, as well as our nationwide

direct to consumer strategy.

1. Automotive

2. Employee Benefits and Insurance Providers

3. Groups and Associations

4. Banks and Credit Unions

5. Medical Providers

6. Educational Institutions

Our Position We will establish ourselves as the premier provider in the SMB market. Virtually any company that electronically handles personal information on employees or customers is our target market.

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Market Size, Growth & Segmentation

We are poised to acquire market share and meet an unmet

need in the market place. Very few data protection solution

providers focus on this market. The majority of their focus is

Fortune 500 companies. Through our proprietary

partnerships and value added reseller network we will

establish ourselves as the premier provider in the SMB

market. Virtually any company that electronically handles

personal information on employees or customers is our target

market.

We have defined the six industries that represent the low

hanging fruit and will be the most profitable. We have

begun the deployment on a localized level and secured

nearly a dozen SMB’s and are aggressively seeking capital to

multiply our efforts.

This shift from traditional methods to VAR’s will continue

steadily beyond Year 5, as more and more marketers awaken

to the technique’s many advantages.

The ultimate market size of 300 Million individuals with our

model would be equivalent to 112 Million households, est.

Thus, 112 Million households x $10 per month

average product price x 12 months = 13.44 Billion

dollar opportunity.

Our market strategy is to present a new paradigm in pricing

that will prove to be disruptive to incumbents and future

competition. We price entire families and households Vs

individuals like our competition. We are capable of doing

this as a result of our ability to slash customer acquisition

costs due to our strategic marketing approach. Our

competitors use mass marketing which is costly. We utilize

value added resellers in which we share only success fees as

business is earned. As well, customer referral’s marketing

will prove to be efficient and effective.

A better Way This approach is tantamount to a “ready, fire and aim” approach. Entrust America, Inc. has studied the size, scope and magnitude of the problem affecting Consumers and Corporations and has steadily worked toward the ultimate solution.

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Our approach is broken down into three different verticals.

#1 - RETAIL MARKET:

Market Potential = 112 million households

Product Price @ $11.95 & $6.95 per month per family

Average Product Price = $10.00 per month per family

Securing 1/4th of 1% market penetration = 280,000

households

280,000 households x $10 per month average = $2.8 Million

per month

$2.8 Million 12 months = $33.6 Million Gross Revenue

--------------------------------------------------------------------------

# 2 - VALUE ADDED RESELLER NETWORK:

(Insurance & Employee Benefit Companies, Associations &

Affinity Groups)

Market Potential = 112 million households

Secure 1/4 of 1% = 112 million households

Product Costs @ $4.95, $9.95 per month

-or- $49.95 annual for single membership or $99.95 per year

for entire household

Average Product Price = $7.00

280,000 households x $7.00 = $1.960 million per month

$1.96 million per month x 12 months =$23.52 million per

year

Of the total $13.44 billion market opportunity we feel

very confident that our conservative projections are very

attainable.

We forecast a long range “Total Gross Revenue” of $ 84.96

million based on our conservative market penetration

percentages.

The Best Gartner is the world’s leading information technology research and advisory company. They agree that just credit monitoring is not an effective or comprehensive solution. Redaction, diligence plus restoration are the best solution.

22

Go-To-Market Strategy for Large & Small

Businesses

We intend to establish ourselves as the niche leader in the SMB

marketplace. This underserved market and the strategic

industries will make us a desirable acquisition for a larger data

protection provider. The main players are singularly focused

on fortune 500 companies and have no plans to grow the SMB

organically using strategies and tactics like ours. We have

identified half dozen publicly held and traded data protection

providers and have gleaned from their annual reports growth

in the SMB market will be through acquisition.

We have contracts in place to date with joint venture partners

who are seasoned and have established credibility in their

respective industries.

Based upon our unique and complete “Red Flags Solution”

customized for the auto industry, we are currently pursuing a

nation-wide effort to target all 20,000 dealerships. Those

dealerships pay us a monthly retainer for $500-$1500 per

month and we will provide recovery for all of their employees

and they in turn resell our service to all vehicles they deliver as

a profitable up sell.

We project we can secure an average of up to 50 new

dealerships per month within 24 months. Every vehicle sold by

the dealers will include a membership for one year, two years

or the life of the loan paid in advance. We can’t help dealers

sell more cars but we can help improve profitability of the cars

they currently sell.

The second vertical market is employee benefits and insurance

providers. We are in the final phase of securing reseller

agreements with several benefit and insurance providers that

represent over 100,000 lives. Monthly gross profits in the

employee benefits market are approximately $1.00-$2.00 per

month per person after commissions, or $12-$24.00 per year.

Benefit consultants believe approximately 10-20% of employees

will purchase our identity theft protection solutions. Using the

100,000 lives represented by the handful of value added

resellers to date; we should see revenues of $50,000 - $100,000

per month within the next 24 months.

Partner Projections Our Auto Dealership Vertical Partners project they will sell an average of 3,000 “up sell” memberships per month after a 12 month ramp up period.

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Go-To-Market Strategy for Consumers

The strategy for direct to consumer uses the power of person

to person referral without the stigma of multi-level-

marketing (mlm). We can achieve this because unlike

traditional mlm companies who promote inferior products

at inflated prices, we offer the best product on the market at

the lowest price. As a result, we focus on obtaining actual

customers and not on acquiring paying agents to fuel our

growth. We are creating an intuitive website that provides

all the information a prospective customer will need to make

a purchase decision. Therefore, all an individual customer

needs to do is to refer a friend or a non-profit organization to

the website.

Our initial focus will be on raising money for non-profit

501c3 organizations. We believe the current desperate need

of these organizations for additional funds provides us with

an unprecedented opportunity to obtain significant

customers while also assisting worthy causes.

Customer Acquisition Our customer acquisition approach is more cost effective and will provide greater customer retention due to the relationships in place with our value added resellers.

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Competition, Differentiation, Barriers-To-Entry

The enterprise’s competitive advantage is multi-

dimensional. We represent a Data and ID protection

industry first through our laser focus concentration on the

SMB market. Another aspect is the enterprises’ ability to

build a value added reseller network and acquire joint

venture marketing partners with the 6 strategic industries

we have identified. These established joint venture

marketing partners are under contract and vested in our

success based on our industry first revenue share plan.

Another source of competitive advantage is cost-efficiency.

The enterprise will never utilize costly undifferentiated mass

media to acquire a $10 per month subscription. Instead we

will utilize revenue share plans with non-profits, groups

associations and chambers of commerce. Through seminars

and educational platforms we will build credibility in these

communities and give the first month of our consumer ID

theft protection away for free.

Adding to our uniqueness is inherent relationship marketing

through our marketing partners, both VAR’s and

consumers. Retention is the byproduct of these relationships,

and fundamental to the success of any subscription based

business.

Our indirect competition includes companies that use

traditional mass marketing techniques and primarily

individual credit protection. (Lifelock, Free credit

report.com, my fico.com, Identity guard, Affinion, my id

watch.com, trusted id)

When competing with indirect competitors, we will

differentiate on the complete individual and corporate

solution as well as our new pricing paradigm. In essence we

can provide double the coverage for one half the costs

because of our cost-effective distribution system. When

competing with direct competitors, we will differentiate due

Head Start We have built an estimated 18-month head start in research, development, testing and know-how. Exclusive contractual relationships are in place with joint venture marketing partners and cannot be circumvented.

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to the relationships we have built with marketing partners

and their relationships with the end customer.

We enjoy several barriers to entry. We have built an

estimated 18-month head start in research, development,

testing and know-how. Exclusive contractual relationships

are in place with joint venture marketing partners to date

and we are in a cost position to assure these agreements will

not be abrogated because of more favorable terms from

competitors.

Most importantly, we represent the only fully automated

and fully managed identity theft solutions in America!

.

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Management Team

Our management team is comprised of successful

entrepreneurs with proven track records of success. The

team skill sets are in the areas we will need: Sales,

marketing, management, training, public speaking,

subscription business building retailing and advertising.

Other areas of expertise include business venture formation,

superior determination, and exceptional experience key to

the success of the enterprise.

KEN STOLL, Founder, Chairman & CEO has 25 years of

entrepreneurship, marketing and management experience.

Every remarkable business is driven by a powerful vision of

what should be. Mr. Stoll is the man who has nurtured and

developed that vision which evolved into Entrust America – a

financial services company which will make a difference in

America. For a quarter century, Ken has held a soft spot in his

heart for Americans who are looking to better their financial

lives if only they had an ally. Ken founded ENTRUST America

to be that ally.

DICK LAJOIE, Chief Operations Officer, has over thirty

years of experience as a financial and operational executive.

Mr. Lajoie was previously employed with Forte Industries as

the Chief Financial Officer and Chief Operating Officer from

2007 to 2009. Prior to this he was employed by Domin-8

Enterprise Solutions as its Vice President of Finance from 2005

to 2007. Mr. Lajoie served as Chief Financial Officer, Chief

Information Officer and President of the ITD and MSD

Divisions at Belcan Corporation from 1997 to 2005. He held the

Chief Financial Officer position at General Revenue

Corporation from 1996 to 1997. Mr. Lajoie was Vice President

of Finance and Administration for Cad Cam, Inc. from 1995 to

1996. He was Vice President and Corporate Controller of

Structural Dynamics Research Corporation for the period 1987

until 1994. He held various financial and operating positions at

Clopay Corporation from 1977 to 1987. He served as a Senior

Accountant at PMM & Co (now KPMG) from 1972 until 1977.

He currently serves on the boards of Carr Tool Company,

Skill Sets The team skill sets are in the areas we will need: Sales, marketing, management, training, public speaking, subscription business building retailing and advertising.

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Natural Bridge Technologies, Edunet24 and Impact Player

Partners (a 501(c) 3 Charitable Organization).

BRIAN McLANE, Executive Director of Business

Development, is an entrepreneur with an attitude of thinking big

and a passion toward excellence. As the CEO of AMM GROUP,

INC, Brian has spent the past 8 years as an internet marketing

consultant. Helping to guide both small businesses and billion

dollar companies through the challenges of internet marketing, he

has established himself as a recognized leader in the industry. He

has taken those skills and applied them to developing Entrust

America as a sales leader. "It is all about helping others to be

successful, that's the secret" states McLane.

MATTHEW LaMEY, Co-Founder & Vice President, is a 30

year seasoned & experienced entrepreneur with a passion for

“people helping people”. Mr. LaMey has worked in partnership

with Ken Stoll for over two decades and provides the operational

and systems support which helps make Entrust America

successful. Matt coordinates and manages systems, customer &

partner support and internal systems. Matt has also traveled

around the country as a corporate sales trainer and motivational

speaker. He is the glue behind the scenes who ensures that day to

day corporate systems continue to function seamlessly as

designed.

DAVID CHRISTENSEN, VP of Dealer Development, has

over twenty years of automotive industry experience, more

specifically in the consumer lending area, of which fifteen years

were at the senior and executive management levels. Fifteen years

of his experience was in buying indirect sub-prime and non-prime

automobile installment contracts from over 15,000 franchised and

independent auto dealers across the United States. Prior to joining

the Entrust America team, David worked with Dealer Finance

Corporation, ACC Consumer Finance, Household Auto Finance,

HSBC, and Consumer Portfolio Services.

BOB BERENDSEN, Marketing, Design and Visual

Communications, is a skilled and talented design manager who

is responsible for graphic development and integration of the

Entrust America brand. Bob specializes in corporate identity

design through all visual channels, including the internet,

brochures and all print collaterals. Over the years he has worked

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on marketing and design projects with Fortune 500 companies like

Procter & Gamble, Dial Soap and the Wall Street Journal.

Business Partners

We have been privileged to partner with Police Officers and

Departments throughout the USA who use, resell and assist

in our recovery. It is our goal to offer our protection and

recovery to 900,000 sworn law enforcement officers at a

substantial discount. This “sales and marketing approach

will establish our niche and credibility and sustain our

competitive advantage.

Credit monitoring Overrated “Unfortunately, our analysis shows that as currently designed, such services are often overrated, oversold, and overpriced. Fact is, credit-report monitoring watches only one window through which an ID thief may escape with your good name. And most importantly does nothing to fix the damage done by the identity thief. The one thing that 37 State Attorney Generals and the Chairman of the FTC agreed upon in the resent Federal lawsuit lost by Lifelock was that Identity Theft cannot be prevented. So the only real protection is Full Identity Recovery Services”

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Kids Come First

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Conclusion

There have been many “pseudo” solutions to this problem

presented by companies who have spent millions of dollars

in marketing and advertising. “LifeLock” and other

competitors have used clever campaigns attracting

customers with their partial solution.

This approach is tantamount to a “ready, fire and aim”

approach. Entrust America, Inc. has studied the size, scope

and magnitude of the problem affecting Consumers and

Corporations and has steadily worked toward the ultimate

solution.

We are entering a rapidly emerging and expanding market

space. We will monitor the industry closely. We will stay

one step ahead in terms of our product offerings and pricing

structures, in order to maintain a competitive advantage

For Further Information Contact:

Ken Stoll, Founder & CEO

513-205-6953

[email protected]

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