Audience Decision-Making Expertise 15Benchmarks of Expert Audiences
Benchmarks: The Comparative Information Audiences Require
Audiences not only use decision criteria to ask relevant questions about the person, product,
proposal, or performance under consideration, they also use decision criteria to ask relevant ques-
tions about their alternatives, or options, as well as about relevant averages and norms. Audiences
then use this comparative information to evaluate the relative benefi ts of the recommended alter-
native. For example, used car buyers would be foolish to purchase a used car immediately after
YEAR NET CASHFLOW A 2.15% SHARE
Initial Phase -$ 4,985,000 -$107,260
2006 -$ 3,187,000 -$ 68,570
2007 $ 4,193,000 $ 90,220
2008 $12,247,000 $263,530
2009 $25,988,000 $559,200
2010 $38,132,000 $820,520
[5. They’ve got to be kidding. For a $50,000 investment? I’ll have to look at that more
closely in the plan.]
How will this affect my taxes?
A Partnership is not a taxable entity. Instead, each item of partnership income, gain, loss,
deduction, or credit flows through to you and Mr. Srisuwanporn.
FOR EXAMPLE:You own a 2.15% profit-share of Smartphone MBA.During the initial phase
you will experience a $107,260 loss from the Partnership. Since you are in the 35% tax bracket
[6. Yup, yup, yup.]you save $37,541 in taxes because of the write off. If the projected returns
continue to prove accurate you will save $24,000 the first year of business because of losses. The
second year you will be entitled to a $90,220 profit which, after taxes, will leave you with
$58,643. So it will continue into the coming years.
What if I want out?
This partnership is only for the serious investor who does not plan to immediately resell his share.
The Interests are not freely transferable. [7. Hmmmm.]
Is this investment right for me?
This project is only for those who share the true spirit of the entrepreneur. Because of the lack of
liquidity and the high degree of risk involved in starting Smartphone MBA you should only
consider this project if you can afford to lose it all! To be sure if this investment could be for you,
read the entire plan. [8. Okay, I’ll read this thing. It could be good.]