WCM Business Plan

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Today’s dreams are the stories of tomorrow. Business Plan Celestria Goddess of Beasts Yaloom God of Greed

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Mission Statement The mission of Shapeshift Productions is to deliver quality services to consumers of sci-fi/ fantasy entertainment. Using Shapeshift’s brand and innovative approach in marketing to differentiate our content, services and consumer products, Shapeshift will develop the most creative, innovative and profitable entertainment in the world.

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Company Vision It is the vision of Shapeshift Productions to build a series of worlds which will inspire consumers of all ages to relish the sci-fi/fantasy experience. This will be accomplished through visual stimulation and the written word. We envision the Worlds of the Crystal Moon as the next Harry Potter or Star Wars of the sci-fi/ fantasy niche.

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Celebrity Endorsement “From the day I was introduced to the “Worlds of the Crystal Moon” I was enthralled. When you’ve been in the business as long as I have, it doesn’t take long to recognize real talent and a writer gifted with that rare ability to create a compelling world that not only entertains, but profoundly touches the heart, mind and soul. The Worlds of The Crystal Moon is such a story. I implore all of you to enter and explore this powerful and magical story which will stir and inspire your imagination for generations to come.” Richard Hatch (Apollo – Battlestar Galactica)Actor, Writer, Director and Producer

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Company History Shapeshift Productions was created on February 11, 2008 as a parent company with the intent of marketing, distributing and wholly supporting the Worlds of the Crystal Moon (WCM) brand and fantasy series. Based in Salt Lake City, Utah, Phillip Jones, President/CEO and creator of the Worlds of the Crystal Moon fantasy series, woke from a nightmare on August 16th 2007. Phillip tamed the nightmare, then used the prolific story within the dream as his inspiration to create the WCM series. Since that day, the WCM has become a rapidly growing addiction for sci-fi/fantasy readers in Utah. The series is approaching 50,000 copies sold throughout the state. As President, CEO, and Creative Director, Phillip is now seeking investors to take the series worldwide by expanding the distribution of the WCM novels, developing products, apparel and games, and making feature films for the sci-fi/fantasy community.

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Build a corporate infrastructure to support the creative mission of Shapeshift Productions. - Acquire operating capital by 2/1/2011 Obtain skilled individuals: officers and directors/leaders/staff Business Goals and Objectives Responsibilities: 1Distribution, Accounting, Finance, Procurement, HR 2Develop and execute marketing plan under direction of President and CEO including publicity, tv/radio and talk show guest appearances, book signings, conventions, charitable events, and any other beneficial forum which will further expand the public’s knowledge of the series. 3Ghostwriting and writing press releases and assist with creative development of WCM 4Edit the WCM series

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Bios Steve Calbert has joined Shapeshift Productions as COO/CFO. He has nearly 20 years of experience in financial operations and management in the financial and accounting and business world, including seven years at New World Entertainment, which he joined in 1995 as CEO. During his time at New World Entertainment, he developed artists and groups who performed in the music world, working with major artists like PM Dawn, Vanilla Ice, Boys to Men, Brandy, Little Romeo, and 3LW (who became the Cheetah Girls) and to say the least Ice Cube. Steve has an understanding of the film and the television industry. He has worked with the film industry with such films as Touched By An Angel, Promised Land, Heaven Sent, High School Musical, and Snow Men. His company is now doing film audits for the industry as required by the State of Utah. Steve has a BS degree in Accounting, BS in Business Management, and just finished his Master’s in Accountancy. Lord Dowd Leader, White Army Lord Boyafed Leader of the Order

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Chris Salisbury has been involved in marketing, entertainment and business for well over a decade. His career first began at the University of Utah while studying under the tutelage of award winning documentary and comedy screenwriter, Casey Williams. After receiving a bachelor’s degree in Communications and Journalism, Chris was represented by WGA signatory agency Carole Western. Bill Zavatchin works for Shapeshift Productions as Editor of the WCM series. Bill’s experience spans 30 years in the staffing industry. During that time, he has written, edited, produced and distributed marketing materials and campaigns for several staffing firms to acquire new clients and candidates. He has also managed groups which range from 10-30 professional level contributors. Bios

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Grow the Worlds of the Crystal Moon into the largest sci-fi/fantasy book series in the world. The first six novels of the WCM series published by 11/1/2015 Using established distribution channels, acquire funding for a complete domestic launch of the WCM series which will make the first two novels widely available in printed, audio and e-book formats by 12/1/2011 Crystal Moon, World of Grayham Crystal Moon, Magic of Luvelles Crystal Moon, Kingdoms of the Ice Kings (release date 11/1/2012) Crystal Moon, Book 4 – title to be determined (release date 11/1/2013) Crystal Moon, Book 5 – title to be determined (release date 11/1/2014) Crystal Moon, Book 6 – title to be determined (release date 11/1/2015) Business Goals and Objectives Off-shoot story possibilities with established authors are endless. It is the goal of Shapeshift Productions to make the stories within the Worlds of the Crystal Moon an ongoing reading/entertainment experience. Off-shoot stories would be released on the following dates: 6/1/2016 12/1/2016 6/1/2017 12/1/2017 Mosley Night Terror Wolf

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Establish international distribution channels, and acquire funding for a complete multi-lingual launch of the Worlds of the Crystal Moon series which will make the first two novels widely available in printed, audio and e-book formats by 12/1/2012 Crystal Moon, World of Grayham Crystal Moon, Magic of Luvelles Expand Worlds of the Crystal Moon book series into feature films Obtain screenwriter for Book 1 by 6/1/2011 Obtain committed actors and director by 9/1/2011 Secure commitment from major film studio for feature films by 12/1/2011 Expand Worlds of the Crystal Moon book series into other forms of multimedia (i.e., games, comic books, etc.) Determine and hire organizations to create multimedia assets by 1/1/2012 Supply Investors with timely returns on investments Business Goals and Objectives

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The Market The sci-fi/fantasy market has been a successful genre for decades. From Lord of the Rings to Harry Potter, Star Trek to Star Wars, the sci-fi/fantasy genre continues to grow and projects of this nature continue to set new boundaries for earning potential. The Worlds of the Crystal Moon is that next earning potential. The sci-fi/fantasy genre is not just for kids. With adults of all ages loving Harry Potter, Chronicles of Narnia, Star Wars, Star Trek, and even Twilight, our target market is one in the same. Consumers will be looking for a new series. The WCM is that series. Timing The timing of the Worlds of the Crystal Moon could not be more perfect. With the completion of the Harry Potter series, there is a void which needs to be filled. Shapeshift Productions sees the WCM as the next tent pole project which will capture the imagination of fans for decades to come. The series has the potential to earn billions. Books Harry Potter: Over 400 million sold prior to the last book in the series. It is now available in 67 languages. The WCM has a strong fan approval rating, even with its limited release, proving the series has the same potential as Harry Potter. The Hunger Games: An initial print of 200,000 was bumped up twice from 50,000. The book has been translated into 26 languages and rights have been sold to 38 countries.

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Film The creators are following on the heels of incredibly successful franchise films of this genre such as The Chronicles of Narnia and Harry Potter both of which performed very well in the United States and have been extremely successful worldwide. To date, film one of Narnia sales grossed $291,709,845 in the US and $738,809,845 worldwide and film one of Harry Potter sales grossed $317,557,891 in the US and $968,657,891 worldwide. Typical blockbuster films are released in approximately 4000 theaters across the country. The Motion Picture Association of America, Inc. (MPAA) released its annual Theatrical Market Statistics Report for 2009. The report shows that global box office receipts reached an all-time high of $29.9 billion, an increase of 7.6% over 2008 and almost 30% from 2005. The U.S./Canada market reached $10.6 billion, an increase of more than 10%, and International receipts increased 6.3% to $19.3 billion in 2009. Globally, the U.S. and Canada made up 35% followed by EMEA (33%), Asia Pacific (26%) and Latin America (6%). At the end of 2009 there were more than 16,000 digital cinema screens worldwide, up 86% from the end of 2008, a net gain of more than 7,000 screens. The fastest growing sector of digital screens is 3D. The number of digital 3D screens worldwide more than tripled in 2009, reaching 8,989, or about 6% of screens in the world.

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Products and Services The WCM is a series which will consist of six fantasy novels. The worlds of the Crystal Moon will provide lovers of mystery, adventure, action and sci-fi/fantasy the escape a wider range of consumers are after. The Story Three mortals are ripped from their lives on Earth. They have been placed on a new world full of amazing animals, mythical creatures and warring kingdoms. Faced with a troubling, desperate reality, everything they knew, Earth, Heaven and even Hell have been destroyed during the Great Destruction of Everything Known. Sam, Shalee, and George are the only mortals to have been spared the devastation. At the hands of a new mythology, a system of five fresh planets orbit a single star and life has started again, but the Crystal Moon, the divine object created by these self-proclaimed gods to govern the worlds has been stolen. Unless its five pieces are recovered, the new worlds will suffer the same fate as Earth and the souls who now reside in the Book of Immortality will also perish. George

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Impact Even with its limited exposure, the WCM product has inspired thousands of kids and adults within Utah to read and write stories of their own. The products are in school and public libraries throughout Utah. Our Edge Readers are able to participate in the creation of the WCM series. Fans are empowered to influence the series by suggesting storyline ideas, character development, and landscapes of new worlds as worlds are added to the Crystal Moon’s control. To date, participation has included direct contact with Phillip via email, Skype, Facebook, and other social media avenues. When meeting Phillip in person, fans have also been given his personal cell phone number. Moving forward, ongoing channels of communication will be necessary to keep the direct involvement of our fans to maintain our critical edge. Product Availability Book 1: Crystal Moon, World of Grayham $16.95 Book 2: Crystal Moon, Magic of Luvelles $16.95 Crystal Moon, Mosley T-shirts $25.00 Crystal Moon Hats $17.00 Essence of the Griffin – Energy Drink $ 3.95 Kindle e-books $ 9.95

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Organization and Management Shapeshift Productions is an LLC with Phillip Jones as its sole principal. He has contracted on a month-by-month basis with a publicist to handle his speaking engagements and signing schedule. There are no employees. Currently, all marketing, financial, and executive decisions are made by Phillip. Phillip went to high school in Broomfield, Colorado–Go Eagles! He earned the name, Big Dog, from his teammates because of the way he pummeled opponents on the football field. He graduated in June, 1990, and pursued the following careers. June 1990 – November 1995 Navy, Air Traffic Controller, NAS Fallon, NV November 1995 – October 1999 Jetway Chevrolet, Sales Manager November 1999 – February 2001 Beneficial Finance, Mortgage Loan Officer Received top recognition in Circle of Excellence Award October 2001 – October 2007 Owner, Go Loans USA 40 mortgage loan officers and 10 real estate agents October 2007 – Present Author – Worlds of the Crystal Moon series CEO – Shapeshift Productions, LLC But, the nightmare he had on the night of October 16, 2007 would alter the course of his life. He gave his company to his partner and pursued his desire to become an author. Since then, Phillip has worked tirelessly to grow within his craft and has been developing a massive fan base for his Worlds of the Crystal Moon series.

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Marketing and Sales Strategy The market for the Worlds of the Crystal Moon series is broader than many might imagine. The popular thought is that fantasy material is for middle grade readers, ages 8-12 and young adult readers, ages 13-17. Geared toward fantasy fans aged 13 and older, the Worlds of the Crystal Moon series is reaching a broader demographic including adult women, similar to those who enjoy Twilight. With the end of the Harry Potter saga, and the fourth and final installment in the Twilight series projected to be released sometime in 2011, the timing is right to bring forward another epic fantasy series such as the Worlds of the Crystal Moon. Interest in the Crystal Moon series continues to grow. Since November 2008, 50,000 total copies of World of Grayham and Magic of Luvelles have been sold in select markets in four states. Those include: Salt Lake City, Orem/Provo, Ogden, and St. George, Utah Twin Falls, and Pocatello, Idaho Denver, Colorado Las Vegas, Nevada Currently, distribution is handled via a Utah book distributor which has placed books in Costco, Barnes and Noble, and Amazon.com. Books are also available in all Ingram warehouses for additional independent booksellers.

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Marketing and Sales Strategy The ultimate objective is to create a total experience for the Crystal Moon enthusiast and to utilize Phillip’s unique approach to building his fan base. Each of the activities listed below is scalable to continue the unique story and cultural experience which is the WCM. To date, this has been accomplished via the following: Series Participation: In its early stages, Phillip encouraged thousands of readers to give him direct input into character development, storyline, and new characters and races for future novels. As the series grows, Phillip will still provide an avenue for readers to contact him to continue his interaction with his readers. Book Signings: During 2010, three events have been held in which an average of 400 people attended. Two of these events were at Barnes and Noble Booksellers stores and the third was at the Salt Lake Public Library. Fans were encouraged to dress in costume. Event activities included face painting, interpretive dance to The Grayham Overture (the exclusive theme song of the Worlds of the Crystal Moon), actors dressed as Crystal Moon characters, copies of the World of Grayham novels signed by the author, artists, and actors. Merchandise: Beyond t-shirts, caps, and hoodies, an energy drink labeled as the Essence of the Griffin has been created based on Sam Goodrich’s fight with the minotaur in Chapter 28 of World of Grayham.

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Marketing and Sales Strategy Social Media: Via Facebook and Twitter, the Worlds of the Crystal Moon has grown to a fan base of more than 2400 and continues to grow. Phillip interacts with his fans via WCM trivia, and activities which include Complete the Sentence, Add the Next Paragraph, and Word Association. Television and Radio: Phillip has appeared on popular Utah television programs such as Park City News, Good Things Utah, and Channel 2 Morning Program. He has also appeared on Channel 3 News in Idaho Falls, ID. Radio interviews include the Chunga Show in Salt Lake City as well as radio stations in Ocala, FL, and Minneapolis, MN. Schools: When addressing middle and high school students, Phillip encourages youth to pursue their dreams while explaining his journey as an author. He has addressed anywhere from 10-600 students at a time. He has participated in Literacy Night events, spoken with at-risk youth, and worked with AP English students in Salt Lake City and Las Vegas to participate in fine turning World of Grayham, the first novel in the series.