iLOR, LLC v. Google, Inc.

Filing 12

MOTION for Preliminary Injunction by iLOR, LLC (Attachments: # 1 Memorandum in Support Part 1# 2 Memorandum in Support Part 2# 3 Proposed Order # 4 Exhibit A# 5 Exhibit B# 6 Exhibit C# 7 Exhibit D# 8 Exhibit E# 9 Exhibit F# 10 Exhibit G# 11 Exhibit H# 12 Exhibit I# 13 Exhibit J# 14 Exhibit K# 15 Exhibit L# 16 Exhibit M# 17 Exhibit N# 18 Exhibit O# 19 Exhibit P# 20 Exhibit Q# 21 Exhibit R# 22 Exhibit S# 23 Exhibit T# 24 Exhibit U# 25 Exhibit V# 26 Exhibit W# 27 Exhibit X# 28 Exhibit Y# 29 Exhibit Z# 30 Exhibit AA# 31 Exhibit BB# 32 Exhibit CC# 33 Exhibit DD# 34 Exhibit EE# 35 Exhibit FF# 36 Exhibit GG# 37 Exhibit HH# 38 Exhibit II# 39 Exhibit JJ# 40 Exhibit KK# 41 Exhibit LL# 42 Exhibit MM# 43 Exhibit NN# 44 Exhibit OO# 45 Exhibit PP# 46 Exhibit QQ# 47 Exhibit RR# 48 Exhibit SS# 49 Exhibit TT# 50 Exhibit UU)(Faller, Susan)

iLOR, LLC v. Google, Inc.

Doc. 12 Att. 38

Case 5:07-cv-00109-JMH

Document 12

Filed 08/27/2007

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April

19, 20079:16 AM PDT

The scary math behind Web 2.0
Posted by Michael Kanellos

How many pages does a Web 2.0 company have to ftip a month to get on track one day hold an
initial public offering?

A billon or more, says Opus Capital partner Ken Elefanl, which is why his firm doesn't invest in them. "Most of them are features," he said in an interview. "Most of them can't be long.term sustainable

businesses,"
Here's how ElefanL comes up with his maLh. A web 2.0 company needs 10 be pulling in around $5

millon In revenue a monLh 10 become an independent, viable publishing house. The average CPM is

around $10. About ha~ of Ihe inventory on a given site remains unsold so Ihe real CPM is closer to
$5. Thus, you need 1,000 CPMs a month. A Ihousand impressions go inLo CPM.

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Ultimately, Ihis means thaI, to thrve, a Web 2.0 company needs to gel boughL by an established
player. A site Ihat doesn'I do this kind of readership volume or gel acquired can still survive, of
course, but it may end up operating like a small to medium sized business. II will pay the salaries and
expenses of Ihe employees, but the owners won't likely 10 be able 10 retire on a matLress made of
chopped up $100 bills.

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Although he's nol wild about investing on the content side. Opus is making investments in web
infrastructure. One of the mane interesting ones is C-Nario, which serves up ads over distributed
networks of public LCD screens and plasmas. So if you are playing sloL machines in an gas station in

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Henderson, Nevada and see ads on a small screen, you can thank C-Nario.

TOPICS: Web 2.0
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Case 5:07-cv-00109-JMH

Document 12

Filed 08/27/2007

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