To: Steven Messina,L.M.T. who wrote (120 ) 12/5/1999 10:27:00 AM From: Ellen Read Replies (2) | Respond to of 1129
the intro to Intellesale ipo:ostman.com the offering:ostman.com I notice that 5,750,000 shares is the amount of shares to be offered when it ipo's. On some of these pages, that number is misstated as 57,500,000 so apparently there is a repeated typo in the data. ? their business:ostman.com Company Description Intellesale sells refurbished and new computer equipment and related components. We sell products online through our website at www.Intellesale.com as well as through traditional channels, which we are migrating to the Internet. In addition to selling products on our website, we distribute products through cooperative marketing arrangements with OnSale.com and uBid.com, where we conduct auctions of our products, as well as with FlashNet Communications, Lycos and other Internet portals and service providers. We are not aware of any major online retailers currently focusing principally on refurbished computer equipment. In addition to our Internet business, we buy and remarket computer equipment and components to traditional wholesalers, retailers and value-added resellers, as well as individual and corporate end users, and provide integration and consulting services, computer recycling, parts-on-demand services and transportation services for computer and other equipment. We are transitioning this traditional commerce business to the Internet. We offer a wide range of refurbished and new products, including laptop and desktop computers, monitors, disk drives, modems, printers, scanners, memory, expansion boards, cables and connectors. The majority of the products we offer are brand name, Intel Pentium(R) class or equivalent products manufactured by IBM, Compaq, Sony, Fujitsu, Hewlett-Packard and other major manufacturers. We offer our customers complete packages including monitors, regularly-featured specials and the ability to purchase selected merchandise on an auction basis. We provide a minimum six-month warranty for most products not covered by manufacturer warranties. In addition, we offer our customers the opportunity to purchase an extended warranty, which is priced on the basis of the selling price of the item covered. We believe the demand for refurbished brand name computer equipment is growing as consumers realize they can purchase refurbished products that can serve their needs at substantial discounts to the price of new merchandise. At the same time, shorter product cycles are leading to increased off-lease and excess inventory computer equipment which vendors and leasing companies need to dispose of in large quantities without conflicting with their primary distribution channels. We offer such vendors and leasing companies the ability to conveniently sell all their products in a single transaction. We believe that our ability to acquire many different types of equipment in large quantities through our established vendor relationships provides us with a significant competitive advantage both with consumers and vendors. According to International Data Corporation, a market research firm, the total value of goods and services purchased over the Internet will increase from approximately $32.4 billion in 1998 to approximately $425.7 billion by 2002. According to Jupiter Communications, another market research firm, the single largest online retail category in the United States will be computers and consumer electronics, which Jupiter projects will grow from approximately $836.0 million in 1997 to approximately $10.5 billion by the year 2002.We began offering products on the Internet in the second quarter of 1998. We established the Intellesale.com website in January 1999 and began to focus our business on, and migrate our traditional business to, the Internet. Our revenues for the six months ended June 30, 1999, pro forma for our acquisition of Bostek, Inc. and its affiliate, were $72.6 million. Of this amount, approximately 28% were direct Internet sales and approximately 8% were Internet fulfillment revenues. The Internet is our fastest growing sales channel and we believe that the Internet will be the basis for our future growth. Our goal is to become the premier website offering refurbished and new computer equipment to consumers and businesses. Our strategy to achieve our goal includes the following:Increase Brand Awareness. Our direct Internet revenues for the six months ended June 30, 1999 were $20.1 million, pro forma for our acquisition of Bostek, and our Internet fulfillment revenues were 5.9 million, pro forma for our acquisition of Bostek. We have achieved this level of revenue without the benefit of significant investments in marketing and promotion of our brand. We intend to use a portion of the proceeds from this offering to increase our marketing and promotional efforts in order to increase our brand awareness. We believe that a strong brand name is critical to differentiating Intellesale and attracting a high level of customer traffic and purchases. Increase Strategic Relationships. We have established cooperative marketing programs with OnSale.com, uBid.com and FlashNet Communications, Inc. We intend to expand these programs and establish new programs under which our partners will promote our products on their websites and in their other customer communications. Continue Improving Our Website. We intend to expand our Internet sales through continued upgrading and improvements to our website. We plan to add new features to our website and improve its design on an ongoing basis. Migrate Other Parts of Our Business to the Internet. We believe our traditional commerce products can be marketed more effectively through our website. As we expand our Internet presence, we intend to migrate the traditional commerce segment of our business to the Internet, which should allow us to expand our customer base, increase efficiency and reduce our operating costs. Expand and Improve Procurement Sources. In order to be able to offer attractive prices to customers yet maintain our margins, we must be able to source a sufficient amount of product at favorable prices. In order to continue and expand our procurement capability, we intend to maintain and enhance our existing relationships with leasing companies, manufacturers and other sources of equipment and to pursue new relationships. About Us We were incorporated in Delaware in December 1998 and are a controlled subsidiary of Applied Digital Solutions, a publicly-held company which was formerly known as Applied Cellular Technology, Inc. and which is traded on the Nasdaq National Market under the symbol "ADSX." We are the successor to several businesses which Applied Digital Solutions acquired for us.