Inside Hongik

Confidential – Hongik

Inside Hongik

Christopher Roh March 6th, 2000


Index

• Hongik Internet Hongik Internet ProfileProfile

• Business AreaBusiness Area• Technical SolutionsTechnical Solutions• Process – How do Process – How do

we work?we work?• OrganizationOrganization• ManpowerManpower• About C.E.O.About C.E.O.

• PortfolioPortfolio• Growth of Hongik Growth of Hongik • Projects made in Projects made in

20002000• S.W.O.T.S.W.O.T.• Business RoadmapBusiness Roadmap• Korea Agency Korea Agency

StatusStatus• The MergeThe Merge


Hongik Internet, Inc.Hongik Internet, Inc.

http://www.hongik.com/

• Professional Web Service Company Professional Web Service Company • Founded on August 1997Founded on August 1997• Founder & C.E.O. : Christopher RohFounder & C.E.O. : Christopher Roh• Located in Located in Teheran ValleyTeheran Valley (Center of (Center of

Internet business) in Seoul, KoreaInternet business) in Seoul, Korea• No. of full time employees : 50No. of full time employees : 50

http://www.hongik.com/


TechnicalTechnical

CreativeCreative• Web DesignWeb Design• Contents-WritingContents-Writing• Web C.I.Web C.I.

• e-Business Consultinge-Business Consulting• Market AnalysisMarket Analysis• New Business Creation New Business Creation • Website ConsultingWebsite Consulting• e-Brandinge-Branding• Online Advertising Online Advertising • Business Process Re-Business Process Re-

EngineeringEngineering

StrategicStrategic

• Web Programming : all kind Web Programming : all kind of platformof platform

• Business SystemsBusiness Systems• Database IntegrationDatabase Integration• e-Commerce Systemse-Commerce Systems• Communication SystemsCommunication Systems

Business AreaBusiness Area


Technical SolutionsTechnical Solutions

• Search EngineSearch Engine• Membership Management Membership Management

SystemSystem• Web BoardWeb Board• Web MailWeb Mail• Web Hard Web Hard • Web Directory SystemWeb Directory System

We Developed Web We Developed Web Technical Solutions for Technical Solutions for Supporting Agency Supporting Agency Business.Business.

We Are Preparing Other We Are Preparing Other Solutions for Various Solutions for Various Platforms.Platforms.

• MobileMobile• DTVDTV• IMT2000IMT2000• Etc.Etc.


ClarifyClarify ArchitectArchitect

• BusinessBusiness

• ConceptConcept

• EstimateEstimate

• Business & Business & Marketing Marketing StrategyStrategy

• Brand StrategyBrand Strategy

• Goal of the Goal of the Web SiteWeb Site

• Brain StormingBrain Storming

• Story BoardStory Board

• Site PlanningSite Planning

• Navigation planNavigation plan

• Contents PlanningContents Planning

• Data CollectionData Collection

DesignDesign

• CommunicationCommunication

• Design images Design images and HTML pagesand HTML pages

• Animation and Animation and sound effectssound effects

• Contents WritingContents Writing

• ProgrammingProgramming

• Site Review each Site Review each step(Alpha, Beta, step(Alpha, Beta, Gold)Gold)

ImplementImplement

• Project ImplementProject Implement

• Website Website programmingprogramming

• System IntegrationSystem Integration

• Site DebutSite Debut

• Quality ControlQuality Control

• Test & DebbugingTest & Debbuging

• Site Analysis & Site Analysis & ReportReport

• Site Management Site Management ConsultingConsulting

• Contents Contents ManagementManagement

• Online PromotionOnline Promotion

EnhanceEnhance

Project ProcessProject Process


Advisory GroupAdvisory Group

InvestmentInvestment

SubsidiarySubsidiary

Hongik Internet, Inc.Hongik Internet, Inc.

Agency Agency BusinessBusiness

Solution Solution BizBiz

ModuleModule

Feed backFeed back

AllianceAlliance

entoy.comentoy.com

Neoqst.comNeoqst.comEcline.co.krEcline.co.krAimmed.comAimmed.com

Oracle Korea Oracle Korea IBMIBMMedia CompaniesMedia Companies

OrganizationOrganization


Solution Biz UnitSolution Biz UnitCDM Biz UnitCDM Biz Unit

e-Biz Consultantse-Biz ConsultantsProject ManagersProject ManagersWebsite PlannersWebsite PlannersContents WritersContents WritersBrand & e-Marketing Brand & e-Marketing ConsultantConsultant

Chief TechnicianChief TechnicianWeb TechniciansWeb TechniciansMarketingMarketing

General ManagerGeneral ManagerQuality & Creative ManagerQuality & Creative Manager

Web DesignersWeb DesignersWeb PublishersWeb PublishersWeb TechniciansWeb TechniciansMultimedia TechniciansMultimedia Technicians

General ManagerGeneral Manager

Christopher Roh – C.E.O.Christopher Roh – C.E.O.

Marketing & PRMarketing & PR

AdministrationAdministration

ManpowerManpower


• Hongik University, Majored in EnglishHongik University, Majored in English

• 7 years in US 7 years in US

• Worked in insurance agency industry for 6 years Worked in insurance agency industry for 6 years

• At the age of 23, started own business, A&J At the age of 23, started own business, A&J Insurance Services, Inc.Insurance Services, Inc.

• Chairman of Student’s Welfare Committee at Chairman of Student’s Welfare Committee at Hongik UniversityHongik University

• Chairman of Chollian Network User Group, the Chairman of Chollian Network User Group, the Korea’s one of the largest online community Korea’s one of the largest online community (30,000 members in 1996)(30,000 members in 1996)

• Founded Hongik Internet at 1997Founded Hongik Internet at 1997

About C.E.O. – Christopher RohAbout C.E.O. – Christopher Roh


Christopher Roh, Christopher Roh, he is …he is …

• Well-refined personal branding (A famous Well-refined personal branding (A famous netizen leader)netizen leader)

• All-round player – Tech, Design, All-round player – Tech, Design, Management, Planning..Management, Planning..

• Good Human NetworkGood Human Network• Straight, sincere business principlesStraight, sincere business principles• Fluent EnglishFluent English• WorkaholicWorkaholic• Man of Sixth-Sense Man of Sixth-Sense


IT CompaniesIT Companies

Government Government RelatedRelated

Big Big CorporationCorporation

International International CompaniesCompanies

ConsultingConsulting

System DevelopmentSystem Development

Web C.I.Web C.I.

Web SiteWeb Site

PromotionPromotion

Portfolio - OverviewPortfolio - OverviewIntel® WebOutfitterIntel® WebOutfitterSMSM Servic Servicee, Hanaro Telecom, , Hanaro Telecom,

Korea Telecom, Hanaro TelecomKorea Telecom, Hanaro Telecom

Intel, Microsoft, Sony Korea, Soft Bank, Etc.Intel, Microsoft, Sony Korea, Soft Bank, Etc.

Samsung, LG, SK, Samyang, Etc.Samsung, LG, SK, Samyang, Etc.

HandySoft, Daou Tech., Etc.HandySoft, Daou Tech., Etc.

Korea National Assembly, Korea National Assembly, National History Compilation Committee, Etc.National History Compilation Committee, Etc.

Samsung Janpan Info System, Samsung Janpan Info System, Boranet Web Hard, Etc.Boranet Web Hard, Etc.

PUSAN Int’l Film Festival, Hanaro Web SketchbookPUSAN Int’l Film Festival, Hanaro Web Sketchbook


Portfolio Case 1Portfolio Case 1

Hongik internet Is a consultancy firm of Intel® WebOutfitterHongik internet Is a consultancy firm of Intel® WebOutfitterSMSM Service. Our job is to help Intel with the promotion and Service. Our job is to help Intel with the promotion and optimization of the IWOS in Korea.optimization of the IWOS in Korea.

• Concept planningConcept planning• Site search and analysisSite search and analysis• Optimized site adviceOptimized site advice• NegotiationNegotiation• Development consulting and planningDevelopment consulting and planning• Technical supportTechnical support• Project monitoringProject monitoring• Project supervision supportProject supervision support• Quality control and assuranceQuality control and assurance• ReportReport

Intel® WebOutfitterIntel® WebOutfitterSM SM ServiceService



• Developing Web Style & Web Developing Web Style & Web C.I. Guideline for affiliate C.I. Guideline for affiliate companies of Korea Telecomcompanies of Korea Telecom

• Applying total company Web Applying total company Web Style Guideline for branding, Style Guideline for branding, UI guide, graphic usage UI guide, graphic usage guide, technical guide, Etc.guide, technical guide, Etc.

• Strengthening company Strengthening company brand online with using a brand online with using a unified look & feelunified look & feel

Korea Telecome Web Style GuideKorea Telecome Web Style Guide



Microsoft Korea WebsiteMicrosoft Korea Website

• Localizing web site on Localizing web site on time in good qualitytime in good quality

• From planning to From planning to developmentdevelopment

• Good Communication Good Communication with multinational with multinational

companiescompanies


19971997 19981998 19991999 20002000

IMFIMF

Sales VolumeSales Volume

Employees VolumeEmployees Volume

Web DesignWeb Design

System IntegrationSystem IntegrationConsultingConsulting

PromotionPromotion

Business AreaBusiness Area

0.30.3

1.51.5

10 (forecast)10 (forecast)

2.452.45

22

0.030.03

33

88

1818

5252

100 (forecast)100 (forecast)

(unit : million doller)(unit : million doller)

The GrowthThe Growth


Projects won From Jan 1, 2000 - Mar 1, 2000Projects won From Jan 1, 2000 - Mar 1, 2000ClientClient ProjectProject Work SpecWork Spec Amount Amount

(USD)(USD)

TongYang CardTongYang Card

Seoul BankSeoul Bank

DacomDacom

IntelIntel

Digital rank.comDigital rank.com

Hanaro TelecomHanaro Telecom

LG CapitalLG Capital

Softbank Korea Softbank Korea

American ExpressAmerican Express

Internet BankingInternet Banking

Boranet Web HDDBoranet Web HDD

Intel® WebOutfitter Intel® WebOutfitter SMSM Service Service

Chaebol Hub-siteChaebol Hub-site

Web Style GuideWeb Style Guide

New WebNew Web

Web RenovationWeb Renovation

WebsiteWebsite

Interface DesignInterface Design

Database, DesignDatabase, Design

Y2000 ConsultingY2000 Consulting

WebsiteWebsite

Branding, Internet ServiceBranding, Internet Service

Consulting, WebsiteConsulting, Website

WebsiteWebsite

,000,000

,000,000

,000,000

,000,000

,000,000

,000,000

,000,000

,000,000

2,435,0002,435,000

Already overcome last years sales volumeAlready overcome last years sales volume


StrengthStrength

• Wide human networkWide human network

• Experienced man powerExperienced man power

• CEO & Company brandingCEO & Company branding

• Good communication & Good communication & Tech skillTech skill

• Weak brand as Weak brand as consulting firm.consulting firm.

• Experienced Manager-Experienced Manager-level personnel.level personnel.

• Sizzling Korea internet Sizzling Korea internet marketmarket

• First net service company First net service company with end to end servicewith end to end service

• Chaebol jump into Chaebol jump into agency businessagency business

• Wrong concept of agency Wrong concept of agency businessbusiness

WeaknessWeakness

OpportunityOpportunity ThreatThreat

S.W.O.T.S.W.O.T.


Experienced Internet Human Resources.Experienced Internet Human Resources.Most employees have experienced in internet field Most employees have experienced in internet field at least 2 years.at least 2 years.

Good Brand on Market Place.Good Brand on Market Place.Hongik Internet, Inc. has had a good reputation as Hongik Internet, Inc. has had a good reputation as a web agency for last 3 years.a web agency for last 3 years.

Good Internal CommunicationGood Internal CommunicationHongik employees have a very good Hongik employees have a very good communication culture like a family.communication culture like a family.

Human-Centric Management Human-Centric Management Hongik regards people as the most important Hongik regards people as the most important resources; investment has best priority to all resources; investment has best priority to all employees.employees.

Hongik’s Strong PointHongik’s Strong Point


Financing and ManagementFinancing and Management - Hongik Internet, Inc. has never received any financial - Hongik Internet, Inc. has never received any financial

aids from other companies so far.aids from other companies so far.- There is no expert in management.- There is no expert in management.

Work ProcessWork Process - Hongik Internet, Inc. has not yet done with building - Hongik Internet, Inc. has not yet done with building

standard work process.standard work process.

Weak Global Business ExperienceWeak Global Business Experience- Hongik Internet, Inc. does not start a business globally - Hongik Internet, Inc. does not start a business globally

yet. yet. - Because of weak global business experience, Hongik - Because of weak global business experience, Hongik

Internet, Inc. has not much experience in global Internet, Inc. has not much experience in global business fields.business fields.

Hongik’s Weak PointHongik’s Weak Point


1th M&A 1th M&A (Top Agency )(Top Agency )

1th Foreign Capital 1th Foreign Capital Inducement Inducement

2nd M&A (Design Agency)2nd M&A (Design Agency)

Strategic Alliance with Strategic Alliance with B2B CompanyB2B Company

Organizing R&D InstituteOrganizing R&D Institute

Establish Establish Hongik Japan Hongik Japan

2nd Capital Inducement2nd Capital Inducement

Bring out Mobile Agent Solution Bring out Mobile Agent Solution

Building Asia Building Asia Agency Network Agency Network

Alliance with NASDAQ Listed Alliance with NASDAQ Listed CompanyCompany

Separation of Entoy.comSeparation of Entoy.comIPO on KOSDAQ IPO on KOSDAQ

Take over Take over Advertising AgencyAdvertising Agency

Take over Take over S.I. S.I. CompanyCompany

Lunching Lunching Chinese MarketChinese Market

Bring out DTV Bring out DTV Solution Solution

Bring out Home Bring out Home Networking SolutionNetworking Solution

IPO on NASDAQ IPO on NASDAQ

Employees : 150Employees : 150Sales : 12 million dollors Sales : 12 million dollors

Employees : 300Employees : 300Sales : 30 million dollors Sales : 30 million dollors

2000 2000 2001 2001 200220023/003/00 6/006/00 9/009/00 12/0012/00

5050

2525

Values Values

Business Road mapBusiness Road map


• Self web building is not possible to ordinary companies.Self web building is not possible to ordinary companies. Outsourcing is must. Outsourcing is must. Price getting higher due to bigger demands than supplyPrice getting higher due to bigger demands than supply

• Changing of the concept of webChanging of the concept of web

System System PR PR EC EC e-Business (Consulting Required) e-Business (Consulting Required)

• Gradual increasing needs in end to end, A to Z web solution Gradual increasing needs in end to end, A to Z web solution requirementrequirement

• Expansion of current sites, Large-size promotion costsExpansion of current sites, Large-size promotion costs Being giant marketBeing giant market

• Agencies : The Poor Get Poorer, and The Rich Get RicherAgencies : The Poor Get Poorer, and The Rich Get Richer

The Present Condition of Agency The Present Condition of Agency Business in KoreaBusiness in Korea


Hongik Hongik

Dxxxxxxxxx Dxxxxxxxxx

CxxxxxCxxxxx

Cxxx Cxxx

Exxxxx Exxxxx

Major Web Agencies in KoreaMajor Web Agencies in Korea

Modulating web-based application : EC solution Modulating web-based application : EC solution Business transformation from web agency into design Business transformation from web agency into design

Representative of Web Agency in Korea.Representative of Web Agency in Korea.Extensive reputation with planning, design, and developing solutionExtensive reputation with planning, design, and developing solution

China.com took over Clic a few months agoChina.com took over Clic a few months agoFocus on designing related work Focus on designing related work

Loss the competitive power because of week managementLoss the competitive power because of week managementRunning out of superior man power Running out of superior man power

Low market competitive power Low market competitive power comparing to their separation from XXXcomparing to their separation from XXX

Designing related to CD-ROM and PublicationDesigning related to CD-ROM and Publication..


““Merger is near at hand”Merger is near at hand”

Company ‘NetQuest’Company ‘NetQuest’

One of Top 10 Web Agency in KoreaOne of Top 10 Web Agency in KoreaSince 1996Since 1996Business Area :Business Area :

Homepage Design, Online Event, Homepage Design, Online Event, Web-module Development, Web-module Development, Content ServiceContent Service

Main Client :Main Client :LG, Netian, Hanaro, Etc.LG, Netian, Hanaro, Etc.

Members Total : 16Members Total : 16Sales Volume : US$ 1million (1999)Sales Volume : US$ 1million (1999)

Merge?Merge?

Agreed on merge on Feb/2000Agreed on merge on Feb/2000NetQuest value : USD 10 millionNetQuest value : USD 10 millionMerge is to be completed by the end Merge is to be completed by the end of Marchof March

Hongik + NetQuest (NetQuest.co.kr)Hongik + NetQuest (NetQuest.co.kr)

The First Merge between The First Merge between Top-Class agenciesTop-Class agencies


Ecline.co.krEcline.co.krNeoqst.comNeoqst.com Aimmed.comAimmed.com

• 140,000 members 140,000 members with strong loyaltywith strong loyalty

• 5 million page views 5 million page views per one monthper one month

• Good contents, but Good contents, but not much marketing not much marketing and funding abilities.and funding abilities.

• January 2000. Hongik January 2000. Hongik starts to invest. starts to invest.

• Market Value : 12MMarket Value : 12M

Portal site that gives Portal site that gives practical English Edu.practical English Edu.

13.6

13.6

%%20

%20

% 5%5%

Specialized in E.C Specialized in E.C distributiondistribution

• Slow delivery in EC is Slow delivery in EC is always big issue to always big issue to Korean on-line Korean on-line shoppers. shoppers.

• Ecline solved this issue Ecline solved this issue with their own channel with their own channel

• market value : more market value : more than USD 8 millionthan USD 8 million

• Coalition with Daehan Coalition with Daehan Transfortation which is Transfortation which is most well-known most well-known delivery companydelivery company


Online Medical Online Medical InformationInformation

• 5 current doctors get 5 current doctors get together at 1999, May. together at 1999, May.

• Aimmed.com already Aimmed.com already are receiving many are receiving many requests from other requests from other large local companies large local companies for coalition. for coalition.


Hongik Investment Status

Hongik

’s

Hongik

’s

Share

Share


Korea parent’s big enthusiasm to their children.Korea parent’s big enthusiasm to their children.But, no dominating online toy shopping mall.But, no dominating online toy shopping mall.

Primary Factor for Success Primary Factor for Success

• Supporting from online & offline business expertsSupporting from online & offline business experts• Internet expert who is specialized in EC.Internet expert who is specialized in EC.• Has a good investment climateHas a good investment climate

Hongik Subsidiary – Entoy.com

Entoy.comEntoy.com

Detail Information avaiable upon requestDetail Information avaiable upon request


We believes…We believes…

““Money and ideas are not important, Money and ideas are not important, Talent and timing are.”Talent and timing are.”

““Attack now, or be attacked.”Attack now, or be attacked.”


Hongik Internet, Inc.Hongik Internet, Inc.55thth Fl, Dae Woong Bldg, 689-4 Fl, Dae Woong Bldg, 689-4Yoksam-dong, Kangnam-guYoksam-dong, Kangnam-guSeoul Korea 135-080Seoul Korea 135-080Phone : +82-2-562-6860Phone : +82-2-562-6860Fax : +82-2-562-8987Fax : +82-2-562-8987URL : http://www.hongik.comURL : http://www.hongik.com

We Do Web Right!

Investor Relations

Inside Hongik