Cambridge Marketing Group
"the leader in fast, accurate and affordable data-base marketing"
2/10/00
John L. Walsh
Chief Operating Officer
Bentley House International Group
4675 Macarthur Court Suite 420
Newport Beach, Ca 92660
Dear John,
It was a pleasure meeting with you on Thursday evening. John and I certainly
appreciate you taking the time to share information regarding Bentley House's
marketing campaign.
Cambridge Marketing Group is very excited to be a part of the marketing effort
and is extremely confident that we can develop not only a quality list of
Prospects., but also an effective telesales campaign. -
The attached proposal outlines the cost of the project, with options as
requested. The proposal is based Bentley House's goal of acquiring 400,000
consumer customers and 1.5mm commercial customers over the next three years.
The proposal [in two parts] includes the cost of acquiring data and the actual
telesales campaign. The project will run for 3 years from the date, data is
purchased, subject to annual review.
Thanks again for the decision to outsource this marketing Campaign Marketing
Group. John Foley and I are committed to its success.
Sincerely,
/s/ Thomas P. Borghem /s/ John Foley
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Thomas P. Borghem John Foley
Partner Partner
Corporate Offices:
5404 Brooklne Dr. Suite 300 625 Colonial Park Dr. Suite 203
Orlando Fl 32819 Roswell, Ga 30075
Tel 407-909-1683 Tel 770-552-0337
Fax 407-909-1684 Fax 770-552.7399
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Part 1. Data Acquisition
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Bentley House International has forecasted new client acquisition as follows:
Smart Card [consumer] Message Pilot [commercial]
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Year 2000 75,000 30,000
Year 2001 250,000 350,000
Year 2002 400,000 1.5mm
In order to achieve these goals, Cambridge Marketing Group proposes that:
minimum data records be purchased as follows for the i; 12 month sales cycle:
Consumer records: 200,000
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Commercial records: 275,000
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Assuming the project is implemented during the next 60 to 90 days, there should
be enough prospects generated to insure achievement of the year 2000 goal in
both consumer and commercial areas. After the first 90 days of telemarketing,
benchmarks can be established regarding closing ratios, which will lead to
tighter controls on data acquisition.
Consumer data will cost $ .25 per record and commercial data will cost $ .35 per
record. Cambridge Marketing proposes an up front commitment fl-urn Bentley House
International of $100,000. This will establish an account arid allow Cambridge
Marketing to continue additional market research to maximize the quality of data
as well as target identified prospects. The $100,000 will be applied against
data purchases prior to project implementation All market analysis and research
is inclusive in the data cost. All data purchased will become the property of
Bentley House International and all have to be returned at any time.
Page 1
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Part 2. Telesales Campaign
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Bentley House International has asked Cambridge Marketing to conduct a telesales
campaign for both Smart Card and Message Pilot.
As of 2/4/00, the safes dialogue has not been completed or submitted to
Cambridge Marketing. Until this material is received, no accurate cost proposal
can be made. Telesales costs will range from $35 to $40 per call/contact.
Complexity of the sales dialogue will determine price guidelines. Full detailed
reports and tracking, as well as accountability of the calls will be included in
the telesales cost. Bentley House and Cambridge Marketing will jointly develop
customized reports as well as reporting frequency.
This part of the proposal will be completed upon receipt of the sales materials.
When part of the proposal is completed, Cambridge Marketing will request an
upfront commitment from Bentley House at implementation of the telesales
campaign, based on an estimated # of calls to be completed in the first month.
Going forward, actual # of calls made will be calculated at month end and
Bentley House will be billed accordingly. Estimated versus actual calls made in
month 1 will be adjusted at month end.
Signature: /s/ T Borghem Signature: /s/ John L. Walsh
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Name: T Borghem Name: John L. Walsh
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Title: PARTNER Title: C.O.D.
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Date: 2/10/00 Date: 2/15/00/
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