Richard Wright Marketing Strategy Contents Sales Process

Richard Wright – Marketing Strategy Contents Sales Process Qualifying Leads Sales Conversion Metrics Pricing Policies Brand Communications Sales Planner Messaging, Presentations and Media Statements File Management System for Clients (FMS) Websites Product Logins Solutions Overview Product Descriptions Business Card Assignments Templates Conferences Proprietary & Confidential Printed Communications Awards 1

Richard Wright – Marketing Strategy Sales Process • Enforce the 6 Steps for the Sales Process 1. Demand Creation (Awareness) – A Marketing function to communicate each product’s “Value Proposition”: 1. 2. 3. 4. 5. Brand 1 Brand-2 Brand-3 Brand-4 Brand-5 2. Buyer Identification (Interest) – A function of the Marketing Staff and Sales Manager to funnel customers 1. 2. 3. 4. 5. 6. Website Leads Conference Leads Phone Call Leads Existing Client Referrals from Strategic Partners (i. e. , trading customer lists, creating incentives, revenue share, etc. ) Cold Calling 3. Pricing/Contract Negotiations (Pricing) – Sending the proposal 4. Purchase Commitment (Desire) – Signing each contract through “point of persuasion” 1. Each sales person measures their funnel size via a longer term sales forecast of 90 days. 5. Order Fulfillment (Buying) – Delivery of Product 6. Customer Service – Supporting the Product Proprietary & Confidential 2

Richard Wright – Marketing Strategy Qualifying Leads • Joint venture between sales manager and regional manager • Qualified leads are from organizations displaying both the intent and the capacity to make a buying decision in a reasonable timeframe. • Commonalities in potential clients: – – – What is your current prime broker relationship? What are your current volumes? What instruments are you currently trading? What platforms are you currently trading on? What is your method for connectivity? What banks are you trading with? • Cross-selling options: – Ask your best clients what commonalities does their industry share? – Third-party partners (white labels) – Upselling current clients to new services Proprietary & Confidential 3

Richard Wright – Marketing Strategy Sales Conversion Metrics Sales managers assign status on each lead, with maximum 3 -month duration allowed in cycle. By using in-process conversion rates, calculate the overall conversion rate (C) at the conclusion of each quarter: (C) = (CA) x (CI) x (CD) x (CB): 1. Awareness (CA) 2. Interest (CI) 3. Desire (CD) 4. Pricing (CP) CP = Total Sales divided by Buying (CB) 5. Buying (CB) Example: – Total Clients in Sales Manager’s CRM = 800 Client Prospects Billed at $560, 000 – – 200 have awareness of Brand-1 (CA) = 25% 100 have interest in Brand-1 (CI) = 50% 70 have desire to contract with Brand-1 (CD) = 70% 56 are under contract (buying) with Brand-1 (CB) = 80% 7% Conversion Rate (C) = 25% x 50% x 70% x 80% $10, 000 Average Sale (CP) = $560, 000 / 56 Proprietary & Confidential 4

Richard Wright – Marketing Strategy Pricing Policies 1. Situational Pricing Policy (Brand-1, Brand-4) – Approach to pricing depends on the type of client and reflects particular social norms in particular niche markets. We start at a price and go up or down, depending on the situation. This flexible pricing allows for high revenue potential from some clients while allowing for the reduction in price for clients who might have been lost otherwise. The method can be bad because it treats customers unequally, resulting in frustration on behalf of the customer or by a sales manager having difficulty understanding the relative situation. 2. Normative Pricing Policy (Brand-2, Brand-3, Brand-6, Brand-5) – Approach to pricing structure is rigid. A product is priced based on the adherence to a price sheet. There is no negotiation. This policy can be bad because the fundamentalist application often disregards any consequences or special circumstances experienced by the customer or service provider because of changes in market forces, service issues or unforeseen circumstances. It is good because it’s easy to enforce, is consistent and does not waste time on negotiations. Proprietary & Confidential 5

Richard Wright – Marketing Strategy Sales Planner Proprietary & Confidential 6

Richard Wright – Marketing Strategy Messaging, Presentations and Media Statements 1. What’s considered “Marketing” and needs approval An invitation or inducement to engage in business activity communicated in the course of business is considered "Marketing" and subject to compliance guidelines. Communications that are "one-offs" and are specific to an individual client or company do not need approval. – The following must be approved in advance: Mass Email; Product Brochures; User Guides; Advertisements; Press Releases; Interviews; Client Presentations including Power Points; Conference Materials and presentations; Media; Press. – The following are not considered to be financial promotions, but must follow the "Fair Clear and not misleading rule“ (Document Available upon request): Telephone Conversations; Emails or letters to a single client; Group email distribution of research; Bespoke slides in client presentations; Cold Calls; RFPs • Service issues and outages • No written statements and no comments without COMM approval. • Press Releases and Media inquiries • No comment to media outlets at any time without prior approval • Client-issued Press Releases must be approved • Personal communication practices have repercussions Proprietary & Confidential 7

Richard Wright – Marketing Strategy Document Management System for Clients (FMS) • Workflow for FMS – Create/Approve document (file) for client – Send document to client – Track client – Date of download – Employee activity – Audit Activity Proprietary & Confidential 8

Richard Wright – Marketing Strategy Client Websites • Websites Administration (Where to make updates) Parent Brand Content Management System (CMS) • http: //67. 212. 231. 40/support/users/login External Websites for Clients and Prospects Similar Branding Redesigned Website Brand-1 http: //67. 212. 231. 40/Brand-1 (staged) Brand-2 http: //67. 212. 231. 40/brand-2 (staged) brand-3 Portal. com http: //67. 212. 231. 40/brand-3 (live) Brand-4. com http: //67. 212. 231. 40/Brand-4 (staged) Brand-5. com http: //67. 212. 231. 40/Brand-5 (staged) support. Parent. Brand. com (FMS) http: //67. 212. 231. 40/support/users/login (live) Proprietary & Confidential 9

Richard Wright – Marketing Strategy Product Logins (Non-Marketing) Note: Login portals may be included as links from Marketing Websites but will not be hosted on marketing websites. • Brand-1 -> http: //brand-1. net • Brand-2 -> http: //brand-2. com • Brand-3 -> http: //brand-3. com • Brand-4 -> http: //brand-4. com • Brand-5 -> http: //brand-5. com • Brand-6 -> http: //brand-6. com Proprietary & Confidential 10

Richard Wright – Marketing Strategy Solutions Overview Advanced electronic trading, analytics, back-office reporting and counterparty connectivity Division Overview: – Parent Brand – Sub Brand II – Sub Brand IV – Sub Brand V Brand-1 Brand-2 Brand-3 Brand-4 Brand-5 Proprietary & Confidential 11

Richard Wright – Marketing Strategy Product Description Brand-1 • Solutions – Trading Solutions – Brand-1 for Institutional Clients – Brand-1 for Retail Clients • Applications – – Brand Trading System Brand Research an Analytics Brand Customer Support Other Services • www. Brand-1. com Brand-1 | Brand-2 | Brand-3 | Brand-4 | Brand-5 Parent Brand Proprietary & Confidential 12

Richard Wright – Marketing Strategy Product Description Brand-2 • Solutions – Trading Solutions – Brand-1 for Institutional Clients – Brand-1 for Retail Clients • Applications – – Brand Trading System Brand Research an Analytics Brand Customer Support Other Services • www. Brand-1. com Brand-1 | Brand-2 | Brand-3 | Brand-4 | Brand-5 Parent Brand Proprietary & Confidential 13

Richard Wright – Marketing Strategy Product Description Brand-3 • Solutions – Trading Solutions – Brand-1 for Institutional Clients – Brand-1 for Retail Clients • Applications – – Brand Trading System Brand Research an Analytics Brand Customer Support Other Services • www. Brand-1. com Brand-1 | Brand-2 | Brand-3 | Brand-4 | Brand-5 Parent Brand Proprietary & Confidential 14

Richard Wright – Marketing Strategy Product Description Brand-4 • Solutions – Trading Solutions – Brand-1 for Institutional Clients – Brand-1 for Retail Clients • Applications – – Brand Trading System Brand Research an Analytics Brand Customer Support Other Services • www. Brand-1. com Brand-1 | Brand-2 | Brand-3 | Brand-4 | Brand-5 Parent Brand Proprietary & Confidential 15

Richard Wright – Marketing Strategy Product Description Brand-5 • Solutions – Trading Solutions – Brand-1 for Institutional Clients – Brand-1 for Retail Clients • Applications – – Brand Trading System Brand Research an Analytics Brand Customer Support Other Services • www. Brand-1. com Brand-1 | Brand-2 | Brand-3 | Brand-4 | Brand-5 Parent Brand Proprietary & Confidential 16

Richard Wright – Marketing Strategy Business Card Assignments Overarching Brand Sub-Brand-1 Brand-2 Trading Brand-3 Research Brand-4 Brand-5 Portfolio Solutions Proprietary & Confidential 17

Richard Wright – Marketing Strategy Templates Power Points • Client Facing Power Points – Brand-1 Template – Brand-2 Template – Brand-3 Template – Brand-4 Template User Guides • Client Facing User Guides/Release Notes/Documentation – Brand-1 Template (U. S. ) | Brand-1 Template (A 4) – Brand-2 Template (U. S. ) | Brand-1 Template (A 4) – Brand-3 Template (U. S. ) | Brand-3 Template (A 4) – Brand-4 Template (U. S. ) | Brand-2 Template (A 4) – Brand-5 Template (U. S. ) |Brand-5 Template (A 4) • Client-facing Letterhead – Brand-1 Template (U. S. ) | Brand-1 Template (A 4) – Brand-2 Template (U. S. ) | Brand-3 Template (A 4) – Brand-3 Template (U. S. ) | Brand-2 Template (A 4) – Brand-4 Template (U. S. ) | Brand-4 Template (A 4) – Brand-5 Template (U. S. ) |Brand-5 Template (A 4) Letterhead Proprietary & Confidential 18

Richard Wright – Marketing Strategy Conference Exhibits & Marketing 15 -Feb 12 -Mar 25 -Mar 18 -Apr 24 -Apr 9 -May 23 -May 30 -May 6 -Jun 20 -Jun 10 -Jul 19 -Sep 26 -Sep 10 -Oct 14 -Oct 16 -Oct 14 -Nov 19 -Nov 29 -Nov Credit Suisse - Global Equity Forum Money Market Expo 2012 Texpo ACT Conference Profit & Loss - London TMAMinn Pacific NW AFP Conference NYCE Profit & Loss - New York Windy City Summit Crane's Money Fund Symposium Bank Week USA Profit & Loss - Chicago Eurofinace Charles River AFP Bank Week Asia Forex Magnates European Money Fund Summit Bank Week Europe Sales & Marketing Materials Boothage & Training Incentives Proprietary & Confidential 19

Richard Wright – Marketing Strategy Printed Communications - Product Profiles & Adverts Parent Brand Sub-Brand 1 Brand-2 Folders Trading Brand-3 Research Brand-4 Brand-5 Articles Adverts Portfolio Solutions Product Profiles Proprietary & Confidential 20

Richard Wright – Marketing Strategy Awards for our Services – 2014 Brand-2 – Industry Awards Brand-2 – Readers’ Surveys Brand-1 – Magazine Awards Brand-1 - Polls Proprietary & Confidential 21