To: Tom who wrote (31645 ) 6/23/1999 9:23:00 PM From: Suzanne Newsome Respond to of 44908
Reality check for RB people. There is some misinformation on RB concerning Lifetime Learning that is so far off-base as to border on slander. Considering the frail condition the company is in, it is simply not acceptable to tolerate this version of somebody's fantasy life. So let us remind ourselves how the Lifetime Learning deal works. The National Music Foundation put TSIG and Lifetime Learning together. The NMF receives $.25 for every Music Card sold. In addition to introducing TSIG to LL which was a major step forward, TSIG stands to gain considerably if the musicians supporting NMF were to promote the Music Card. In the meantime, the NMF web site contains an active link to the MyMusicCard web site. Lifetime Learning is a company whose main business is developing educational materials for companies who want to get their message to school children. For example, they put "Weekly Reader" in the schools. In addition, they provide fund-raising opportunities to the schools through their use of their "agile and malleable" database. They can mail to a very large number of institutions by name. What did LL do for TSIG? According to Paul Henry (Yale'69), TSIG was one of a very few companies selected by LL to participate. There was an information packet developed by LL that was mailed to the schools which explained the Music Card. The packets cost money. Mailing the packets cost money. Was LL paid any money? It is customary to pay for goods and services provided by others. What will be the result of this huge mailing? That's a $64,000 question. . .or perhaps a $372 million question. In post #30182, I projected the gross profit for the Lifetime Learning deal. The card split between the schools and TSIG is $5/$5. The card costs pennies to produce. The cost of the Lifetime Learning mailing was $700,000 to $1,000,000. If you accept the super-conservative estimate in post #30182, the mailing costs were amortized over 10,000,000 cards which is $.07-$.10 per card. If you accept the "average" projection in post #30182, the mailing costs were amortized over 60,000,000 cards which is about $.01 per card. Regardless of the number of cards used to amortize the costs, the point is the costs associated with sale of the cards is very low. Another way of saying this is that the cards are very high margined. A very, very high percentage of the card revenue falls to the bottom line. I think anyone who makes a statement that it takes 30% of sales to produce the sales should take a second look. If you accept the super-conservative projection of $50 million in card revenue, the 30% "rule" implies costs of $15 million. If you accept the "average" projection of $300 million in card revenue, the 30% "rule" implies costs of $90 million. Whether the kids sell $50 million or $300 million worth of cards, where would $75 million of extra costs come in? The 30% rule may be incredibly accurate when selling widgets, but the card deal is rather unique. Regards, Suzanne