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BUSINESS PLAN ___________________________________________________________

POLO - JUMPING - LIFESTYLE

_______________________________________________________________

MULTIMEDIA PORTALS SAMSUNG SMART-TV-CHANNEL ULTRA LUXURY BRAND E-COMMERCE


BUSINESS PLAN ________________________________________

BUSINESS CONCEPT

6

OUTLOOK

7

MONETIZING THE TRAFFIC

8

USER ADDED VALUE

9

INTERNATIONAL MARKET SIZE

10

OVERVIEW TURNAROUND

11

SWOT ANALYSIS

12

KEY FACTS SAMSUNG CONTRACT

13

KEY FACTS SAMSUNG COMPANY’S VALUE

14

TURNAROUND

18

CASE SZENARIO

25

BEST CASE SZENARIO

27

LINKS

31

CONTACT

32

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WorldHorseSport AG, Switzerland SAMSUNG SMART-TV-CHANNEL – MULTIMEDIA – E-COMMERCE


BUSINESS CONCEPT ________________________________________

Like other internet platforms, as LinkedIn, Instagram or Classicdriver, we offer to the special interest community a service, they do not want to miss any more and that makes us win them as permanent users. The market size is estimated to comprise 600 million fans worldwide. On a global level, the special interest online market regarding “Equitation” is barely tapped.

The founders of WorldHorseSport AG base their engagement on the following target: "To offer everything around Equestrian sport from one source“ Our target is that our Equestrian fans don't have to leave the WorldHorseSport.ch portal no matter what they want to find around their beloved sport. WorldHorseSport AG is Nr. 1 in Switzerland. Since January 2014, we are driving the process of the internationalization forward. Sensational international Google Ranking 9 x page 1; 7 x page 2

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WorldHorseSport AG, Switzerland SAMSUNG SMART-TV-CHANNEL – MULTIMEDIA – E-COMMERCE - 6 -


OUTLOOK ________________________________________

The concept is so successful, that WorldHorseSport AG become the Nr. 1 in Switzerland and generated Users from 88 countries. The company was nominated for the «100 Best StartUp Award» from over 100,000 young company‘s in Switzerland. During this nomination process, SAMSUNG became aware of us and we got a contract for installing permanently our IP-TV-Channel on 423 million SAMSUNG Smart-TV-devices in 142 countries. Management intention for 2014 / 2015 • Development of our company’s value over the SAMSUNG contract (Page 15) • Become the unrivaled Nr. 1 IP-TV, Multimedia and E-Commerce solution regarding horse sport in a market of 600 million high-income sport fans. • Further development turnaround and Swiss Ultra Luxury Brand: Swiss Mountain Herbs horse feed and Gold filtered water. Management intention for 2014 / 2016 • IPO on the Swiss Stock Exchange

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WorldHorseSport AG, Switzerland SAMSUNG SMART-TV-CHANNEL – MULTIMEDIA – E-COMMERCE - 7 -


USER ADDED VALUE ________________________________________

1. National and international information portals 2. Free National E-Paper-magazines 3. WorldHorseSport IP-TV-Channel Broadcasting the best 120 tournaments through our TV-Channel worldwide: Jumping, Polo, Racing, Endurance, Breeding (Programm 2014) 4. SAMSUNG Smart-TV-Channel Permanent installation of WorldHorseSport IP-TV Channel, broadcasting the best 150 events in 142 countries – Jumping, Polo, Racing, Endurance, Breeding on 431 million Samsung-Smart-TVdevices – Start in 06/14 5. Weekly Newsletter with latest highlights. 6. Trips and travels 7. Shop with 2.400 different equestrian products 8. Member-come-together

9. Careers sim. Jobs.ch (sold for 390 Mio CHF) 10. Trading-Announcements sim. Homegate.ch, for horse sport properties 11. Yellow Pages for vetereneries, dentists, clinics, riding schools 12. Own Luxury Brand

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WorldHorseSport AG, Switzerland SAMSUNG SMART-TV-CHANNEL – MULTIMEDIA – E-COMMERCE - 8 -


OVERVIEW REVENUE SEGMENTS / MONETIZING THE TRAFFIC ________________________________________

TV-CHANNELS / INFORMATION-PORTALS AND E-PAPER-MAGAZINES ARE THE BASIC TO MONETIZE THE TRAFFIC SAMSUNG WHSSMART TV CHANNEL INFORMATION PORTALS

E-PAPERMAGAZINES IP-TV-CHANNEL WSH-Online Solutions

Advertisement WHS-Apps WHS-Shop

Job-Portals

Trading Plattforms WHS Yellow Pages

WHS-Trips

WHS Luxury Brand

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WorldHorseSport AG, Switzerland SAMSUNG SMART-TV-CHANNEL – MULTIMEDIA – E-COMMERCE - 9 -


INTERNATIONAL MARKET SIZE ________________________________________

600 million high income sport fans

Sales of around 300 billion dollars

28 million employees

17 million horse trailers / trucks

3.4 million Equestrian companies

Every 10th horse for sale

1.8 million horse sport properties

3 million empty boxes (every 20th)

Every year new fashion trends

Very material intensive

Great need of horse feed and water supply / 9 kg / 60 l per day The most growing market in the next 10 years to be expected will be China

Equestrian belongs to the three most popular Olympic Sports 576.000 spectators were counted during the World Championship in Aachen / Germany The highest number of TV viewers during the Olympic Games in London 2012 was horse sport

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WorldHorseSport AG, Switzerland SAMSUNG SMART-TV-CHANNEL – MULTIMEDIA – E-COMMERCE - 10 -


OVERVIEW TURNAROUND ________________________________________

 1. ADVERTISEMENT Revenue forecast only Switzerland. 2.2 - 3m  2. WHS APPS Mobile TV- and Magazine-Apps Market size 600m. Prices App: 9,90 CHF, TV-App 29,90 CHF year.  3. E-COMMERCE Our Affilate shop offers 2.400 products HORSE SPORT TRADING PLATFORMS (BETA 03/14) Int.Market size Price    

4. Sim Jobs.ch (sold f. 390m) 5. Sim. Homegate.ch 6. Sim Autoscout.de 7. Horse trading

28 m 17 m 1.8 m 6.0 m

19,90 39,90 9,90 9,90

 8. WHS YELLOW PAGES Int. Market size 3.4 m Price 69 CHF / year WorldHorseSport - OWN LUXURY BRAND  9. Hand picked horse feed (92 feed / adds)  10. Gold filtered mountain water for horses (6 varietes water)  11. Saddles and bridals hand made in Switzerland  12. Luxury Trips  13. Templates and Online Solutions

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WorldHorseSport AG, Switzerland SAMSUNG SMART-TV-CHANNEL – MULTIMEDIA – E-COMMERCE - 11 -


SWOT ANALYSIS STRENGHTS

WEAKNESSES

Contract with SAMSUNG

Only established in a limited market

Without competition

Limited product portfolio in the Luxury brand

Nr. 1 in Google Ranking Nr. 1 in Switzerland with a clear intention of WHSmanagement and the highly qualified Team to become the international Nr. 1

More working capital required to build up the Luxury brand, fairs, marketing, staff, production

Qualified staff not easy to find

Realistic chance for a IPO on the Swiss Stock Exchange

Major growth potential 2 ½ years development advance

OPPORTUNITIES

RISKS

To establish the international Nr. 1 Multimedia Portal / Samsung IP-TV-Channel for horse sport. Build up a ultra luxury brand based on Swiss products: horse feed, water, saddles, bridals, clothes. Promotion and sales through Portals / IP-TV-Channel. Further development of sales areas as Financial Services / Medical / Trading (2015)

Technical problems in the media area Quality problems in the production of the Luxury Brand Logistical difficulties Not sufficient natural resources in the agricultural field Creation of working capital for exportation of goods Security measures to be provided for assuring the quality of goods

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WorldHorseSport AG, Switzerland SAMSUNG SMART-TV-CHANNEL – MULTIMEDIA – E-COMMERCE - 13 -


KEY FACTS / SAMSUNG CONTRACT ________________________________________

As we don't have to fight any other competitor with our special interest TV-Channel on the international level, we are able to become internationally known very fast. PERMANENT INSTALLATION The WorldHorseSport Smart-TV-Channel has applications which are installed on the Smart-TV permanently. The user does not have to search the Channel. USING THE SAMSUNG AD-PROGRAM Samsung’s ad-program enables WHS to incorporate ads of international companies. SHOPPING / TURNAROUND OVER THE CHANNEL Smart-TV-viewers can use WorldHorseSport Smart-TVChannel E-Commerce-applications over the remote control. TV-viewers can purchase, advertise, pay online. PROGRAMM / ADVERTISING Whenever a viewer turns the TV on, the program of the WorldHorseSport-Channel appears on the screen. Thus, the access and turnover rate will be increased. REFERRAL MARKETING Thanks to our internet connection we have the opportunity to link our WorldHorseSport IP-TV-Channel to different social medias such as Facebook, Twitter or Google though being reached global by multiple users.

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WorldHorseSport AG, Switzerland SAMSUNG SMART-TV-CHANNEL – MULTIMEDIA – E-COMMERCE - 14 -


SAMSUNG CONTRACT / COMPANY’S VALUE ________________________________________

On the assumption that one user / viewer in the Community’s values

100 Dollar (INFOLINK) the contract with SAMSUNG reflects a positive development of our company’s value considering the large audience of viewers. The contract further enables a smooth globalization over the permanent installation of our IP-TV-Channel on 423 Mill. Samsung Smart-TV-devices in 142 countries. (INFOLINK) Number to increase steadily.

More viewer to be reached by WorldHorseSport IP-TVChannel through the link to Social Medias - Facebook. Twitter and Google. We exspect to reach 6 million permanent users by the SAMSUNG Contract. (market share of 1 % of the international market). We hope to increase the companys value from 18 million to 600 million over the SAMSUNG Contract.

m$ REGULAR GROWTH - GROWTH SAMSUNG 700 600 500 400 300 200 100 0 2012

2013

2014 - 15 -

2015

2016


*


*


TURNAROUND / MONETIZING TRAFFIC ________________________________________

THE SAMSUNG SMART-TV-CHANNEL / INFORMATIONS PORTAL AND E-PAPER-MAGAZINES ARE THE BASIC FOR THE TURNAROUND 1. ADVERTISEMENT Revenue forecast only Switzerland. 2.2 - 3m. 2. WHS APPS TV- and Magazine-Apps for tablets and Smart-TV are fee based Int. Market size 600m. Price Magazin-App: 9,90 CHF, TV-App 29,90 CHF year. 3. WHS TEMPLATES AND ONLINE SOLUTIONS Our team of programmers has developed various homepages, templates and online-solutions as to Equitation. They were specifically tailored for horse sport service providers. Int. Market size 3.4m - Price 999 – 4.999 4. SHOP Our Affilate shop offers 2.400 products around Equitation. The advantage of an Affilate shop is, that we are just brokers between producers and customers without assuming costs for stock, staff and the return of products. Market size 330.000 bill $ – Fee 25–40 %

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WorldHorseSport AG, Switzerland SAMSUNG SMART-TV-CHANNEL – MULTIMEDIA – E-COMMERCE - 18 -


TURNAROUND / MONETIZING TRAFFIC ________________________________________

5. TRADING PLATFORM HORSE SPORT (BETA 03/14) The specialized Marketplace in horse sport benefits will guarantee an increasing value of the community. At the present time we have finished the BETA Test Version for placing ads. Int. Market size Price Sim. Jobs.ch (sold f. 390m) 28 m 19,90 Sim. Homegate.ch 17 m 39,90 Sim. Autoscout.de 1.8 m 9,90 Horse trading 6m 9,90 6. WHS YELLOW PAGES Int. Market size 3.4 m Price 69 CHF / year WHS LUXURY BRAND Controlled organic cultivation – no tractor waste gases in the horse feed, from the nature in Switzerland and produced in a quality with enthusiastic. Our customers are owners of extremely valuable horses in a price category between 0.5 up to 10 m $, quite interested to keep their horses fit and healthy. 7. Luxury Trips 8. Hand picked horse feed (92 varieties feed / adds) 9. Gold filtered Water from the Swiss mountains 10. Saddles and bridals hand made in Switzerland Concept and more informations on request !

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WorldHorseSport AG, Switzerland SAMSUNG SMART-TV-CHANNEL – MULTIMEDIA – E-COMMERCE - 19 -


TURNAROUND / MONETIZING TRAFFIC ________________________________________

FURTHER DEVELOPMENT LUXURY BRAND in 2015 / 2016

Care Cosmetic Clothes FINANCIAL SERVICES (2015) In future, we wish to offer financial services as credits and insurance‘s online. We will offer the Financial Services over the World HorseSport trading portals for propertys, trucks and trailers, (Infolink example homegate.ch) In cooperation with partners like Zürich Versicherungen, CS Bank and American Express as follows: Finance: Horse sport properties, trucks, trailers, horses, Insurance: Trucks, trailers, horses, propertys, life, health Credit Cards: Special WHS Credit Cards providing customer benefits as already used intensely by the Federation National Germany.

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WorldHorseSport AG, Switzerland SAMSUNG SMART-TV-CHANNEL – MULTIMEDIA – E-COMMERCE - 21 -


SWISS MOUNTAIN WATER FOR HORSES (6 varieties of water) Water is more important than feed for horses’ health. Water of inferior quality can cause serious health problems or even death. From our own natural water source in the Swiss Nature Reserve. Swiss Spring Water / available as Swiss Gold Filtered -Swiss Mountain Water / available as Swiss Gold Filtered -Swiss Glacier Water / available as Swiss Gold Filtered -

The water will be tested from our own laboratory, before we send it into the VAE and from 2 laboratorys in Zürich and Genf. -Market for feed and water: VAE -

„The Alm“ -Our water recource (right) -Impression Nature Reserve in the Swiss Mountains (below) -


(92 varieties of normal feed and additives) • Controlled organic cultivation • No tractor waste gases in the horse feed • Water from the our own Water source in a Swiss Nature Reserve in the Mountains - also available as gold filtered


BUSINESS CASE 1. year 1 ADVERTISING 1.1. Swiss Agency

2. year

3. year

4. year

5. year

1'600'560

2'400'840

3'201'120

3'350'000

3'800'000

1.2. Samsung TV AD 1.3. Affiliate Zanox

1'250'000

1'500'000

1'800'000

2'160'000

2'592'000

100'000

120'000

144'000

172'800

207'360

1.4. Direct Bookings 1.5. Google Ads

50'000

60'000

72'000

86'400

103'680

35'000

42'000

50'400

60'480

72'576

2.1. Magazine Apps

34'000

68'000

136'000

170'000

204'000

2.2. IP-TV Apps

69'000

103'500

155'250

232'875

349'313

199'800

299'700

449'550

674'325

1'011'488

3.2. Top Templates

49'990

74'985

112'478

168'716

253'074

4 SHOP AFFILIATE FEE

200'000

375'000

562'500

843'750

1'265'625

49'500

74'250

111'375

167'063

2 WHS APPS

3 WHS TEMPLATES AND ONLINE SOLUTIONS 3.1. Basic Templates

5 WHS MARKETPLACE 5.1. Jobs

-

5.2. Propertys

-

5.2.1. Horse sport propertys

-

49'500

74'250

111'375

167'063

5.2.2. Empty boxes

-

199'500

299'250

448'875

448'875

5.3. Trailers and trucks

-

5.3.1. Trailers

-

49'500

74'250

111'375

167'063

5.3.2. Trucks

-

199'500

299'250

448'875

673'313

5.4. horses

-

49'500

74'250

111'375

167'063

-

345'000

517'500

776'250

1'164'375

80'000

240'000

500'000

750'000

900'000

6 YELLOW PAGES

/ year

LUXURY BRAND 7

Trips

8

Swiss Mountain Herbs

-

200'000

1'000'000

3'000'000

5'000'000

9

Swiss Mountain Water

-

1'000'000

3'000'000

5'000'000

7'500'000

Saddles and bridles

-

250'000

750'000

1'250'000

2'500'000

Care

-

-

50'000

750'000

750'000

Cosmetic / Parfume

-

-

100'000

1'000'000

2'000'000

Clothes

-

-

-

25'000

50'000

Credit intermediaries

-

-

25'000

75'000

150'000

Insurance intermediaries

-

-

25'000

75'000

150'000

Credit Cards / AMEX

-

-

-

25'000

75'000

21'988'846

31'888'928

10

FINANCIAL SERVICES

TOTAL TURNAROUND

3'668'350

7'676'025

13'546'298

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WorldHorseSport AG, Switzerland SAMSUNG SMART-TV-CHANNEL – MULTIMEDIA – E-COMMERCE - 26 -


BUSINESS CASE / COSTS / INVESTMENTS OPERATING COASTS Personal Cost

400'000

460'000

520'000

580'000

700'000

72'000

72'000

72'000

120'000

120'000

250'000

500'000

750'000

1'000'000

1'250'000

60'000

80'000

100'000

120'000

140'000

250'000

275'000

300'000

325'000

350'000

OPERATING COSTS

1'032'000

1'387'000

1'742'000

2'145'000

2'560'000

PROFIT

2'636'350

6'289'025

11'804'298

19'843'846

29'328'928

Office Marketing / Advertisement Traveling Cost Cost of Security, Insurance, Server

1. INVESTMENT IPO Deposit Cost IPO

2'500'000 1'200'000

SUM IPO

3'700'000

2. INVESTMENT INTERNATIONALISATION FURTHER PROGRAMMING

340'000

TV-CHANNEL IP-TV Channel SetUp Studio-Rent Broadcasting Truck

320'000 120'000 145'000

Technical Equipment

180'000

Personal Costs

480'000

Administration

35'000

Transport / Traveling Costs COSTS TV-CHANNEL

110'000 1'390'000

SUM INTERNATIONALISATION 3. INVESTMENT LUXURY BRAND HORSE FEED AND WATER Laboratory-Rent Water Filling Station Produktion Station horse feed Fairstand and Realisation fairs Containers Tractor Forklift

1'730'000

68'000 420'000 450'000 220'000 46'000 72'000 30'000

Water Truck (not to lease)

150'000

Sprinter / Combin (lease)

15'000

Truck /rent

32'000

Containers

46'000

Personal

520'000

Packaging

60'000

Branding

75'000

3. EXPANSION LUXURY BRAND 2. SUM INTERNATIONALISATION 1. SUM IPO Demand for venture capital

2'204'000 1'730'000 3'700'000 -4'997'650

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WorldHorseSport AG, Switzerland SAMSUNG SMART-TV-CHANNEL – MULTIMEDIA – E-COMMERCE - 27 -


BEST CASE SZENARIO 1. year

2. year

3. year

4. year

1'600'560

2'400'840

3'201'120

3'350'000

3'800'000

1.2. Samsung TV AD 1.3. Affiliate Zanox

1'250'000

1'875'000

2'812'500

4'218'750

6'328'125

100'000

150'000

225'000

337'500

506'250

1.4. Direct Bookings 1.5. Google Ads

50'000

75'000

112'500

168'750

253'125

35'000

52'500

78'750

118'125

177'188

34'000

85'000

170'000

255'000

493'000

138'000

207'000

310'500

465'750

698'625

249'750

374'625

561'938

842'906

1'264'359

3.2. Top Templates

74'985

112'478

168'716

253'074

379'612

4 SHOP AFFILIATE FEE

200'000

375'000

562'500

843'750

1'265'625

74'250

111'375

167'063

250'594

74'250 299'250

111'375 448'875

167'063 673'313

250'594 673'313

74'250 299'250 742'500

111'375 448'875 1'113'750

167'063 673'313 1'670'625

250'594 1'009'969 2'505'938

-

517'500

776'250

1'164'375

1'746'563

80'000

240'000

500'000

750'000

900'000

1 ADVERTISING 1.1. Swiss Agency

5. year

2 WHS APPS 2.1. Magazine Apps 2.2. IP-TV Apps 3 WHS TEMPLATES AND ONLINE SOLUTIONS 3.1. Basic Templates

5 WHS MARKETPLACE 5.1. Jobs 5.2. Propertys 5.2.1. Horse sport propertys 5.2.2. Empty boxes 5.3. Trailers and trucks 5.3.1. Trailers 5.3.2. Trucks 5.4. horses 6 YELLOW PAGES LUXURY BRAND 7 Trips

-

/ year

8

Swiss Mountain Herbs

-

500'000

1'500'000

4'000'000

7'500'000

9

Swiss Mountain Water

-

1'000'000

3'000'000

5'000'000

7'500'000

Saddles and bridles

-

250'000

750'000

1'250'000

2'500'000

Care

-

-

250'000

1'000'000

1'250'000

Cosmetic / Parfume

-

-

500'000

1'500'000

2'000'000

Clothes

-

-

-

25'000

50'000

Credit intermediaries

-

-

25'000

100'000

250'000

Insurance intermediaries

-

-

25'000

100'000

250'000

Credit Cards / AMEX

-

-

-

25'000

100'000

9'778'693 17'875'399 29'286'418

44'153'471

10

FINANCIAL SERVICES

TOTAL

3'812'295

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WorldHorseSport AG, Switzerland SAMSUNG SMART-TV-CHANNEL – MULTIMEDIA – E-COMMERCE - 28 -


BEST CASE SZENARIO / COSTS / INVESTMENTS OPERATING COASTS Personal Cost

400'000

650'000

1'100'000

1'600'000

2'400'000

72'000

150'000

150'000

250'000

250'000

250'000

750'000

1'500'000

2'500'000

3'000'000

60'000

120'000

180'000

240'000

300'000

250'000

350'000

450'000

550'000

650'000

OPERATING COSTS

1'032'000

2'020'000

3'380'000

5'140'000

6'600'000

PROFIT

2'780'295

7'758'693

14'495'399

24'146'418

37'553'471

Office Marketing / Advertisement Traveling Cost Cost of Security, Insurance, Server

1. INVESTMENT IPO Deposit Cost IPO

2'500'000 1'200'000

SUM IPO

3'700'000

2. INVESTMENT INTERNATIONALISATION -

FURTHER PROGRAMMING TV-CHANNEL

340'000

IP-TV Channel SetUp

320'000

Studio-Rent Broadcasting Truck

120'000 145'000

Technical Equipment

180'000

Personal Costs

480'000

Administration

35'000

Transport / Traveling Costs

110'000

COSTS TV-CHANNEL

1'390'000

SUM INTERNATIONALISATION

1'730'000

3. INVESTMENT LUXURY BRAND HORSE FEED AND WATER Laboratory-Rent Water Filling Station Produktion Station horse feed Fairstand and Realisation fairs Containers Tractor Forklift

68'000 420'000 450'000 220'000 46'000 72'000 30'000

Water Truck (not to lease)

150'000

Sprinter / Combin (lease)

15'000

Truck /rent

32'000

Containers

46'000

Personal

520'000

Packaging

60'000

Branding

75'000

3. EXPANSION LUXURY BRAND 2. SUM INTERNATIONALISATION 1. SUM IPO Demand for venture capital

2'204'000 1'730'000 3'700'000 -4'853'705

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WorldHorseSport AG, Switzerland SAMSUNG SMART-TV-CHANNEL – MULTIMEDIA – E-COMMERCE - 29 -


BUSINESS CONCEPT ________________________________________

BASIC Homepage IP TV Channel Magazines Programm IP TV Channel 2014 Nr 1 Google ranking Qualified team Freelancers and Agencys TURNOVER RELEVANT Advertising E-Commerce / Shop Templates WHS Luxury Brand WHS horse feed from the Swiss alps WHS Water for horses from the Swiss mountains – Link to the Nature Reservat Luxury Trips GOING PUBLIC Listing Rules Emission prospect WorldHorseSport AG MARKETSIZE Horse industry in Europe Horse industry in China Horse industry in Germany COMPANY’S VALUE (INFOLINK) CONTRACTS Contract with Samsung (On request - Letter of Intent)

_______________________________________________

WorldHorseSport AG, Switzerland SAMSUNG SMART-TV-CHANNEL – MULTIMEDIA – E-COMMERCE - 32 -


BUSINESS CONCEPT ________________________________________

CONTACT

CHRISTINE SCHACK worldhorsesport@gmail.com Skype: WorldHorseSport Facetime: WorldHorseSport

WorldHorseSport AG Alte Landstrasse 145 8800 Thalwil / Zürich SWITZERLAND

_______________________________________________

WorldHorseSport AG, Switzerland SAMSUNG SMART-TV-CHANNEL – MULTIMEDIA – E-COMMERCE - 33 -


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