CONSULTING AGREEMENT DATED JUNE 6, 2008
EXHIBIT 10.3
CONSULTING AGREEMENT DATED JUNE 6, 2008
June 6,
2008
Xxxxxx
Xxxxxxxxx
Chairman
V2K
International, Inc
00000
Xxxx Xxxxxx Xxxxxx
Xxxxx
000
Xxxxxxxx,
Xxxxxxxx 00000
Re: V2K
Business Assessment and Marketing Strategy
Dear
Xxxxxx,
This
letter will serve as the definitive agreement for the Business Assessment and
Marketing Strategy to be developed by Growth Management Partners LLC d/b/a
Amerivon Retail Consulting (“ARC”) in conjunction with the Reliable Retail
Results Proposal dated March 17, 2008 and executed by V2K and
Amerivon.
We at ARC
are very impressed with the V2K concept and look forward to working with your
team to develop and execute a go-to-market strategy to grow V2K’s business and
shareholder value. This letter provides a detailed description of our work plan
and the deliverables for the engagement. We look forward to
discussing it with you and beginning our work together.
Overview
ARC will
focus its efforts on two fronts: an initial Business Assessment
followed by a thorough development of a Marketing Plan. The Marketing
Plan will cover all aspects of the company’s sales and marketing strategy with a
particular focus on two major go-to-market issues:
1.
|
Using
kiosks inside of major retailers to generate sales leads. It is
our understanding that V2K has a successful sales model with a very high
closing rate for new sales prospects. Our goal will be to
evaluate how an in-store kiosk could successfully be deployed to generate
more leads. We will be working with the company to evaluate and
adjust the pilot kiosk program being launched in two Sam’s Club locations
in April 2008.
|
2.
|
Using
a dealer network to complement the existing franchise
model. V2K currently uses a franchise model as it primary sales
force. We understand that this choice was partially driven by
limited access to capital during the company’s start-up
phase. ARC will explore whether or not a dealer model with
company owned stores and direct employees may provide better control and
margins.
|
The above
will represent Phase l of our work with V2K. ARC would also like to
evaluate the company’s sourcing and supply chain strategies, especially the
products that are sourced from China and Mexico. We would also like
to evaluate several technology issues (on-line selling, call centers, and
technology licensing) as well as product line extensions and alliances (paints,
floor coverings, accessories, etc). We will collect data on these
issues in the course of our work in Phase 1, but a full evaluation of these
issues will be undertaken in a Phase II engagement at the direction of
V2K.
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Page 2
June 6, 2008
Approach
As
outlined in our March 17th Reliable Retail Results letter, ARC will provide an
assessment of V2K’s current business and will develop a complete marketing
strategy in Phase l. The key deliverables for this Phase I plan will
include:
1.
|
Current
business and market assessment,
including:
|
a.
|
Review
the size of the window treatment market and industry trends. We will focus
on the US market, but will include international data where
available.
|
b.
|
Develop
a SWOT analysis for V2K’s current
business.
|
i.
|
Strengths:
|
1.
|
Technology
|
2.
|
Sales
process
|
3.
|
Backend
process management
|
4.
|
Sam’s
club kiosk test
|
ii.
|
Weaknesses:
|
1.
|
Lead
generation
|
2.
|
Brand
awareness
|
3.
|
Branding
strategies
|
iii.
|
Opportunities:
|
1.
|
Increase
market penetration and geographic
coverage
|
2.
|
Improve
control and margins
|
3.
|
Partner
with selected retailers
|
4.
|
Improve
efficiency of sourcing and
manufacturing
|
5.
|
Add
related product lines such as paint and floor coverings through alliances,
expand license technology, develop an on-line
platform
|
iv.
|
Threats:
|
1.
|
Low
brand awareness
|
2.
|
Capital
requirements to increase market penetration and geographic
coverage
|
3.
|
Margin
pressure from changes in foreign currency exchange rates which in turn
increases sourcing costs
|
4.
|
Competition
|
c.
|
Analysis
of the competitive landscape.
|
i.
|
Evaluate
competitors such as Xxxxxx Xxxxxxx, who have catalogue and on-line
businesses, as well as alliances with selected retailers such as
Costco.
|
ii.
|
Evaluate
regional competitors such as Xxxxx Z’s who have their own stores or sales
models.
|
iii.
|
Evaluate
existing retailer initiatives such as the Xxxxxx Xxxxxxx in-store kiosk
program with Costco.
|
iv.
|
Evaluate
the V2K/Sam’s club pilot.
|
2.
|
Marketing
Strategy
|
a.
|
Evaluate
the current franchise model.
|
i.
|
Review
strengths (franchising income, low capital requirements, high quality
sales personnel) and weaknesses (less control, lower
margins).
|
ii.
|
Identify
opportunities to improve control, efficiencies,
profitability
|
b.
|
Evaluate
a potential dealer model with company owned stores and direct
employees.
|
i.
|
Identify
requirements to establish dealer network: store logistics, technology,
staff and compensation.
|
ii.
|
Develop
store geography and location strategy, including number of stores and
expansion planning.
|
iii.
|
Evaluate
costs, benefits, and ROI of a direct dealer
model.
|
iv.
|
Evaluate
a mixed model of franchise and direct
dealers.
|
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Page 3
June 6, 2008
c.
|
Evaluate
the current in-store kiosk strategy
|
i.
|
Review
the objectives of kiosk: awareness, lead generation, product information
and demonstration, and sales leads.
|
ii.
|
Evaluate
kiosk execution issues: design, user experience and time, cost,
maintenance.
|
iii.
|
Look
at current and future channel partners. Which retailers are the
best strategic fit (Costco, Loews, XX Xxxxx,
etc)
|
iv.
|
Review
the retailer value proposition and benefits: providing new services and
revenues such as the ability to sell custom window
treatments.
|
v.
|
Review
the kiosk fulfillment plan: lead capture and distribution, payment
processing, accounting, customer service, and issue
resolution
|
Work
Plan
In order
to provide the foregoing deliverables, we propose the following work
plan:
1.
|
Current
business and market assessment.
|
a.
|
Project
start-up meeting with V2K
management.
|
i.
|
Review
and finalize project objectives
|
ii.
|
Appoint
V2K project team members: team leader/sponsor; finance; franchisee
contact; customer contact; Sam’s Club
contact.
|
b.
|
Determine
the market size and review trends.
|
i.
|
Review
data from V2K and ARC sources to determine size of window treatment
market, trends, competitors, and issues. Focus on the US, but collect
international data where available.
|
ii.
|
Interview
V2K executives and franchises to capture their views on these
issues
|
c.
|
Identify
competitors and evaluate their
models
|
i.
|
Identify
key competitors such as Xxxxxx Xxxxxxx and regional companies such as
Xxxxx Z’s, etc.
|
ii.
|
Evaluate
the competitor models: product and service offerings, pricing, sales
channels (company stores, franchisees, catalogue, on-line, in-store
kiosk), retail partners, sourcing, profitability, strengths and
weaknesses. In particular, evaluate the Xxxxxx Xxxxxxx kiosks in Costco
(objectives, functions, customer experience, benefits, operations issues,
cost, and ROI).
|
d.
|
Evaluate
the current franchise model
|
i.
|
Interview
V2K franchisees and V2K management.
|
ii.
|
Identify
strengths and weaknesses of V2K franchise model: franchise cost and fees,
technology, products, training and sales support, leads, in-home selling
experience, average sale size, backend operations and
fulfillment.
|
iii.
|
Identify
opportunities for improvement ( i.e. leads, control, new products such as
paints)
|
iv.
|
Evaluate
financials: franchise fees and income; revenue growth;
margins.
|
e.
|
Evaluate
consumer experience
|
i.
|
Interview
V2K consumers
|
ii.
|
Determine
how consumers became aware of V2K and contacted
company.
|
iii.
|
Determine
awareness and perception of V2K versus
competitors.
|
iv.
|
Evaluate
consumer response to brand name.
|
v.
|
Evaluate
in-home shopping, buying and fulfillment
experience.
|
vi.
|
Identify
trends (in-store shopping, on-line shopping), opportunities for
improvement, and growth (new products,
etc)
|
f.
|
Evaluate
Sam’s Club pilot.
|
i.
|
Interview
V2K and Sam’s Club management.
|
ii.
|
Review
the objectives of the kiosk, operations issues, benefits, cost,
ROI
|
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Page 4
June 6, 2008
iii.
|
Interview
consumers (buyers and aware non-buyers). Focus on awareness,
kiosk usage experience, leads generated, if purchased why, if not
purchased why not, strengths and opportunities for
improvement.
|
ARC will
summarize the findings of Market and Business Assessment and will conduct
management workshops to and present the findings. The workshops will
cover:
·
|
SWOT
analysis of current business
|
·
|
Competitive
landscape
|
·
|
Evaluation
of existing retailer initiatives: Xxxxxx Xxxxxxx Costco kiosk program; V2K
Sam’s Program
|
·
|
Key
issues to be resolved in developing the Marketing
Strategy
|
We
estimate that the Market and Current Business Assessment phase will take 4 to 6
weeks to complete, depending on the availability of data and people to be
interviewed.
2.
|
Marketing
Strategy
|
a.
|
Evaluate
dealer model
|
i.
|
Evaluate
competitors models: Xxxxxx Xxxxxxx, Xxxxx Z’s and
others
|
ii.
|
Develop
elements of dealer model
|
iii.
|
Store
costs: rent, technology (kiosks, other),fixtures and display,
product/sample inventory
|
iv.
|
Staffing:
skills sets (sales people, designer, other); compensation(hourly base,
commissions)
|
v.
|
Headquarters
team: management, operations, technology, sourcing,
finance
|
vi.
|
Number
and location of stores with a roll out
plan
|
vii.
|
Costs
and ROI
|
b.
|
Compare
franchise and dealer models
|
i.
|
Strengths,
weaknesses and benefits of each
model
|
ii.
|
Cost
and ROI of each model
|
iii.
|
Evaluate
a mix of franchise and dealer
stores
|
c.
|
Evaluate
and further refine the in-store kiosk
strategy
|
i.
|
Summarize
findings of Xxxxxx Xxxxxxx Costco kiosk program and V2K Sam’s
test.
|
ii.
|
Determine
the objectives of the kiosk: to increase awareness, generate leads,
provide information and demonstrate the
product.
|
iii.
|
Further
develop design and user interface/experience. Determine operating and
maintenance issues.
|
iv.
|
Determine
fulfillment issues: lead and order management; payment and accounting;
customer service
|
v.
|
Develop
retailer proposition: benefits ( new revenue due to ability to offer
custom window treatments, etc); terms; cost and ROI to
retailer
|
vi.
|
Determine
which retailers would be best strategic partners and priority (
Sam’s/Wal-Mart; Costco; XX Xxxxx, Loews, Bed Bath and Beyond,
etc)
|
vii.
|
Determine
cost and ROI to V2K
|
We will
summarize the findings of the Marketing Strategy plan and will hold meetings
with V2K management to present the results. We will make
recommendations regarding:
·
|
Franchise
model versus dealer strategy, or mix of
both
|
·
|
In-store
kiosk strategy, including retail partners, proposition, and execution
issues
|
·
|
Opportunities
to improve current business model
|
·
|
Priorities,
timing, capital requirements, and
ROI
|
We will
identify several issues for a Phase ll engagement such as: sourcing and supply
chain issues; technology issues (on-line platform, licensing), and international
expansion.
We
estimate that the Marketing Strategy plan will require 4 to 6 weeks to develop.
We believe we can begin some elements of the Marketing Strategy plan toward the
end of the Market and Business Assessment phase.
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Page 5
June 6, 2008
Consequently,
the total time for the completion of Phase l is estimated at 8 to 10
weeks. This estimate is dependent upon the availability of data and
people to be interviewed. As requested by V2K, ARC will use its
best efforts to complete Phase I as quickly as possible, while delivering a
quality report.
ARC
Team
The ARC
team will be led by Xxxxxxxxx Xxxxxxxxxx, President of Amerivon Retail
Consulting. Xxxxxxxxx is a former Partner of PricewaterhouseCoopers retail
practice. Her clients have included Wal-Mart/Sam’s, XX Xxxxx, Home Depot, Sears,
and other companies relevant to V2K. She is also experienced in kiosk selling
systems and dealer versus franchise network development from her work with
Kodak, their digital film kiosks, and Kodak Express Stores. Xxxxxxxxx will be
supported by Xxxxx XxXxxxxx, a manager in our consulting practice with extensive
experience in retail kiosk technology and business strategy.
Compensation
Our
professional fees for the development of the Business Assessment and
Go-to-Market Strategy will be $200,000 USD. Our out-of-pocket expenses for
travel have been budgeted at $25,000 USD. All expenses will be
supported with receipts. The fees and expenses have been withheld out of the
$1.6 Million USD Bridge Loan to be provided by Amerivon Investments LLC. 50% of
our fee will be earned upon commencement of our work and the balance will be
deemed earned on a progress basis as we work through the
engagement. Additional expenses may be required for consumer
research. If so, we will discuss these with you and recommend a third party
supplier, and provide an estimate for your approval in advance.
Business
Continuation Services
1.
|
Our
business continuation services will include the
following:
|
|
a.
|
Review,
advise, and revise your business plan to maximize your funding
opportunities for high net worth and institutional investors such as
venture capital firms, PIPE funds, and private equity
funds.
|
|
b.
|
Advise
and represent you in approaching prospective asset based and cash flow
lenders.
|
2.
|
Our
fees for these services will be:
|
|
a.
|
An
upfront payment of $80,000, which is included in the $305,000 Consulting
Agreement fee provided in Section 2.3(a) of the Bridge Loan Agreement,
dated as of June 6, 2008, by and between you and Amerivon Investments
LLC;
|
|
b.
|
7%
of the committed equity or convertible debt securities funding amount from
capital sources introduced to you by us or any of our affiliates during
the term of our business continuation services
arrangement;
|
|
c.
|
3%
of the committed credit extended to you by any lender introduced to you by
us or any of our affiliates during the term of our business continuation
services arrangement;
|
|
d.
|
10%
warrant coverage of equity or convertible debt securities for which we
receive the cash fee in paragraph 2(b) above, with an exercise price at
the valuation of V2K determined by such securities with an exercise period
of five years. These warrants may be exercised using the
cashless exercise method;
|
|
e.
|
3%
warrant coverage of warrants or equity issued to a lender for which we
receive the cash fee in paragraph 2(c) above, with an exercise price at
the valuation of V2K determined by such securities with an exercise period
of five years. These warrants may be exercised using the
cashless exercise method;
|
|
f.
|
You
will reimburse us for all of our reasonable out-of-pocket expenses
associated with these services; and
|
|
g.
|
We
will not receive any fees for funds provided by Vision Capital or any of
its controlled affiliates. However, we will be entitled to the
cash fees and warrant coverage with respect to the issuance and sale of
the Series B preferred stock, except for shares purchased by Vision
Capital or any of its controlled
affiliates.
|
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6
June 6, 2008
3.
|
The
term of our business continuation services will be for 180 days, with
automatic three-month renewals unless either of us give written notice to
the other of the election not to renew at least thirty days prior to the
expiration of the initial or any renewal term. You will pay our
fees for any funding received by V2K during the six months following the
termination of our business continuation
services.
|
We look
forward to finalizing this agreement and beginning our work with
V2K.
Best
Regards,
AMERIVON
HOLDINGS LLC
By: /s/ Xxx X.
Xxxxxx
Xxx X. Xxxxxx, Chairman
and
Chief Executive Officer
Agreed
and acknowledged this 6th day of June, 2008.
V2K
International, Inc.
By: /s/ Xxxxxx X.
Xxxxx
Name: Xxxxxx X.
Xxxxx
Title: Chief Executive
Officer