Running the Tables International Sales Meeting 2007 Lisa Zeller

1. Runningthe TablesInternational Sales Meeting 2007Lisa Zeller

2. Mission: • Run the tables by being able to: • Ante up by explaining upcoming product improvements • Raise the stakes by demonstrating Synthesis line enhancements • Cash in by presenting our new KI tablelines to identified targets

3. What’s the Deal? Features/Function Opportunity? Synthesis $661 Venue $773 No Man’s Land Barron $832 Portico $581 Trek $661 Hurry Up! $847 DLMP $659 Price Opportunity! Big Brand Land Where are we playing now? Where can we get in the game?

4. Cash In… The Game: Basic Tables • The House: Colleges and Universities • The Stakes • Design must be stylish and unique • Function must be simple • Price must be attractive

5. The Dealers • Facilities Manager and Purchaser • Need a stylish table that makes them look good and smart • Don’t want to be messing around with bells and whistles they don’t need • Have an affinity for the finer things in life, but need to stay within purchasing guidelines “Hey, I just need a basic table that I don’t have to think about.”

6. The Hand: InForm™ By david ritch and mark saffell 5D studio

7. the winningsthe antethe raise your share of a $42 million pot distinctive, animated style priced 15-20% below Portico

8. Our Cards Stamped steel mounting plates Tops from Bonduel include new wave shape (not shown) Swedged single-piece imported steel leg comes standard in black or chrome (can be painted for an upcharge) ADA extension piece for straight legs Tops feature redesigned Impact edge as standard in six colors Canted leg offers extra knee clearance and visual interest Adjustable height glides or casters available in flannel as standard Optional modesty panel (not shown) offers flexible mounting for wire management

9. DISCOUNTING ASSUMPTIONS: KI, SteelcaseTurnstone, Steelcase Activity, Vecta, Versteel, Howe: 50/10 Allsteel: 64% off plus 20% dealer markup from net the players $376 Howe utility $317 Allsteel Marbles $277 Versteel Wavelink $281 Steelcase activity $267 Vecta Arriva $262 KI Portico $235 Steelcase Turnstone Groupwork $224 InForm $153 KI activity Estimated street prices for 30X 60 chrome finish, standard laminate top, vinyl bullnose

10. Timeline 4/06 Electronic Price List Complete 4/30 Brochure Complete 5/31 Awareness Campaign 6/10 NeoCon 6/22 First Order Acceptance 6/15 Ship Rep Leg Samples 8/17 PSD 1

11. Cash In… The Game: Café Tables • The House: Existing customers (C/U, Bus, HC, Gov) needing basic café bases for gathering and dining • The Stakes: • Classic, enduring style • Limited options that assure desirable price points • Steel and cast aluminum componentry to withstand abuse

12. The Dealers • Dean of Student Affairs and University Chancellor • Need to find creative ways to keep students on campus • Can’t afford to be dealing with quality issues • Both have an affinity for the finer things in life, but are budget-conscious “Our priority is to keep the kids on campus, whether studying or socializing.”

13. The Hand: Athens™

14. the winningsthe antethe raise your share of $17.5 million protection of established accounts with a broader portfolio classic design durability priced 20% below Portico for X bases

15. The Cards Steel 3” or 4” columns, depending upon style Stamped steel spider plates Polished aluminum X base Black and chrome disk finishes as standard Steel disk bases for durability Very competitive pricing for all models Three bases in multiple sizes allow for design flexibility

16. $511 Vecta Café aluminum disk the players $439 Harter Shapes steel disk $416 Versteel Brattice aluminum disk $336 Vecta Ballet aluminum $412 Falcon J91 steel disk $338 Falcon J30 steel X base $367 Nevins Atlantis steel disk $256 KI Athens Disk Base $284 KI Portico steel X base $217 Falcon 600 cast iron $227 KI Athens polished aluminum X base Estimated street prices for 36” round in chrome or polished aluminum with PVC edge. Assumes 50/10 discounting for all. $175 Falcon 200 cast iron x base

17. Timeline 2/15/07 Business Plan Approval 3/1/07 First Inventory Order Date 4/13/07 MDM/Price List Completed 5/04/07 Sales Materials Complete 5/26/07 Release to Production/1st Order Acceptance 6/10/07 Neocon 7/29/07 PSD1

18. Raise the Stakes… Synthesis Tables—Phase 2 • Redesigned modesty panel • Full cantilever offering • Pin-height adjustable legs • Expanded Power Up offering • Concealed wire management • Rolling option

19. Raise the Stakes… Timeline 2/16 Phase 2 Release— • Product Bulletin • Price list • PKB 2/19 First order date Lead time improves to 8 weeks (laminates only) 3/31 Updated collateral ready 4/1 Standard lead times apply

20. Up the Ante… Other Line Improvements • New mechanism for all folding tables • Improved Connect system

21. New Folding Mechanism • Operates more intuitively • Audible reinforcement of engagement • Black only • Tentatively shipping later this spring

22. Connect Improvements • Up to 8 modules may be connected in a 40 foot span • No color matching • No sequencing needed • Timing TBD • Pricing TBD

23. In Closing… Our mission—run the tables by being able to: • Ante up by explaining upcoming product improvements • Raise the stakes by demonstrating Synthesis line enhancements • Cash in by presenting our new KI tablelines to identified targets Mission Accomplished?