CWT Events Brainstorming on the business mapping Meeting in Paris, the 27 th of March 2007

1. CWT Events Brainstorming on the business mapping Meeting in Paris, the 27th of March 2007

2. Objectives of our meeting BP’s • Draw a first business segmentation • Identify the BP’s per segment • Refine the perimeter of study (BP’s * Countries) for the project Segment 1 Segment 2 Segment 3 Segment 4 Segment 5 Segment 6

3. Our understanding of an event FORDISCUSSION • An event is a limited communication action, whose target is to mark the spirits with a defined goal • A large number and various actors are mobilized for the same results • An event is characterized by its briefness, its creativity and the know-how required • Organizing an event is an artistic performance associated to a goal of communication • It is real time like a theater performance requiring no lack in the organization and the management of the event • Beyond logistics organization and management, agencies provide consulting in order to understand and clarify the strategy and the expectations of the client

4. Our understanding of the events Market (France) FORDISCUSSION Spread of events types • A large number of actors • 681 agencies with turn-over greater to 300 k€ • 6257 collaborators (an average of 9 people per agency) • A market in 2006 representing in France 1,96 B€ (2006 ; +1,18%) • Hence an average of 3 M€ per agency • Small and large agencies coexisting • 2 out of 3 agencies are SARL • A large diversity of events, customers requirements and contracts • 71 events per agency in average • Contracts often signed with the operational client unit (out of the purchasing dpt) • Budget spent on events is difficult to reconcile for customers • The achievement of an event is more like a project with a result obligation • A large number and various actors work on the same project : internal and external • Accounting is a key issue with different charges • Internal people working on the project • Purchases and sells of different external services : travel, food, building… • Clients are mainly PMI and large companies demanding a real package for the event • The demand tends to be a multi countries offer, since most clients have subsidiaries • Some are willing to extend the market to small companies Seminar 34% Evening 17% Incentive 15% Convention 7% Congress 7% Product launching 4% General public 4% Road show 3% Show 3% Others 5% % / number of events Number of participants 18% - 200 to 500 39% - 50 to 200 11% - >500 32% - <50 • 82% of events are organized in France • Spread in France • Ile de France : 52% • PACA : 33% • Normandie : 7% • Spread abroad • Spain : 38% • Marocco and Tunisia : 31% • US : 10% Source : ANAE - ALCOM

5. Our understanding of an event life cycle FORDISCUSSION Front-sales Sales Programplanning Programexecution Programassessment Step of the life cycle Objectives • Get access to RFP • Prepare answer to the RFP • Develop clientele knowledge • Create and propose to the client an artistic choice and estimate associated budget • Negotiate contract with the client • Set up program team • Confirm and plan resources allocation (people, material, facilities, etc.) • Refine milestones for the program • Execute all tasks with schedule accordingly • Ensure program financial management • Coordinate operations between the various actors of the program • Survey client satisfaction • Close contract and invoicing Source : ALCOM

6. EVENT EVENT EVENT Program planning Program planning Program planning Program execution Program execution Program execution Programassessment Programassessment Programassessment Front-sales Front-sales Front-sales Sales Sales Sales Identify client/services segment to be differentiated FORDISCUSSION SEGMENTATION Event types / Clients / Budget / Number of participants…. Event types / Clients / Budget / Number of participants…. Event types / Clients / Budget / Number of participants…. Source : ALCOM

7. Identify BP’s per client/service segment FORDISCUSSION EVENT Program planning Program execution Programassessment Front-sales Sales Respond to RFP (budget, organization, proposal of various artistic creations) Contract with customer Plan human resources (internal, sub-contractors) Finalize artistic creation of the event Undertake a marketing survey Operational processes Coordinate program Ensure financial reconciliation Promote services and develop offers Choose artistic creation Purchase external services and resources Review contract Coordinate all the programs Manage unplanned events Support processes • Manage human resources • Manage finance / accounting • Purchase (general expenses) • Manage IS Source : ALCOM

8. Appendix : exemples of key success factors FORDISCUSSION Industrialize the key functional domains of agencies : sales, event achievement, accounting • Sales • Provide to the clients a pre-defined catalog of events (with options) in order to standardize the requirements (via a Web Portal, paper catalog…) • Have a global vision on the answers of the RFP and the expected turn-over • Provide to the commercials tools and means to answer the RFP with normalized processes and adapted IS (SFA…) • Have the expected margin after the RFP quotation • Process to a bid no bid step according to the expected margin of the event and to customers characteristics (new customer = investment…) • Event achievement • Have an economic visibility of technical choices • Improve the rigor and implement tools and methods of project management (indicators, workflow, planning, milestones…) • Monitor the project by the margin (at iso quality) • Accounting • Provide a real time vision on current and final margins • Have the capability to analyze gaps per domain between event revenues and costs • Give tools enabling to charge on different projects costs centers, especially for : • Hours spent by internal actors • Purchases made for the project or other expenses