Affiliate Playbook. Curing Heads Down Disorder Since 2015 (Issue 01)

Affiliate Playbook Curing Heads Down Disorder Since 2015 (Issue 01) 1

TABLE OF Contents Introduction (3-5) Welcome Letter from John and Leo CHIVE TV CHIVE TV Affiliate Program Selling CHIVE TV (6-11) Benefits of CHIVE TV Venues Resources Behind the Scenes Frequently Asked Questions AFFILIATE SOFTWARE (12) Using Your Referral Code and Refersion Dashboard 2

Dear Chiver, Welcome to CHIVE TV! **cue Jurassic Park theme song** We are humbled that you are interested in helping us in our quest to entertain the masses with CHIVE TV. thechive started as a small photoblog in 2008 and has grown beyond our wildest expectations. We launched our ios and Android apps in 2011 when there weren t many apps in existence. We now have the most used and reviewed entertainment apps ever. As time went by and technology started leapfrogging itself, we started asking ourselves, What s next? How are people going to consume content in the future? What type of content will they want and where will they want it? The one question we could answer for sure is that people will always love to laugh, hang out with friends, and catch a buzz. This is why we created CHIVE TV. It s an alternative to muted sports or news in bars and restaurants. Not everyone can unite on the same sport or favorite sports team, but we do know that everyone loves to share a laugh, and CHIVE TV delivers smiles and belly laughs without fail Okay, there are a lot of fail videos, but no one dies, we promise. Now it s time to spread the good vibes through CHIVE TV. Please take some time to review the enclosed marketing materials, and check out the videos on chive.tv that explain more about the product. These will set you up for success when you visit your favorite watering holes. We can t thank you enough for joining the CHIVE TV Affiliate Program! Thank you, and Chive On! - John and Leo 3

CHIVE TV What is CHIVE TV? CHIVE TV is a content-first digital signage streaming channel created to entertain and engage a captive audience through an endless loop of viral videos. All CHIVE TV content is family-friendly and does not require sound to enjoy. CHIVE TV integrates seamlessly into a variety of settings, from bars and restaurants to barbershops, auto repair shops, and theme parks. By lifting peoples heads out of their phones, CHIVE TV makes customers dwell time longer or more enjoyable, enhances the vibe, and drives repeat business. CHIVE TV is free - we even provide a free streaming device. CHIVE TV is the new crowd favorite. Easy to setup, too. Highly recommend! What is CHIVE TV Pro? CHIVE TV Pro takes our streaming channel to the next level with customizable digital signage. Within the CHIVE TV Pro Portal, customers can access the Digital Signage Manager to create custom house promotions with our pre-made templates or upload their own creative assets to display specials, features, and events on-screen within the stream of CHIVE TV programming. Users can even choose when, where, and how frequently promotions play across multiple venues. Going green with CHIVE TV Pro also saves users the hassle, costs, and clutter of print materials for house promotions. These house promotions are displayed every 3-4 minutes between CHIVE TV content. Best of all, CHIVE TV Pro is only $49.95 per month per venue. There are no long-term contracts, so users can cancel anytime. 4

AFFILIATE PROGRAM What is the CHIVE TV Affiliate Program? thechive s newest product, CHIVE TV, has exceeded all expectations, and bars and restaurants love the product. However, there are tons of places that have never heard of CHIVE TV, and this is where you come in. We are looking for a few good men and women to assist in growing CHIVE TV s presence around the country. All you have to do is visit a local bar, restaurant, or retailer in your area, present CHIVE TV to the manager or owner, and if they sign up for the free service, you get paid. It s that simple. How do I earn money as a CHIVE TV Affiliate? For every CHIVE TV install you are responsible for referring, we will pay you $100 tax-free*. There is no limit on the number of installs you get, but we do ask that any franchises with multiple locations be referred to our team to handle. Once a CHIVE TV device is deemed active** and has been streaming for 30 days in a venue, we will pay you $100 via PayPal*** for every venue you refer. * If you refer 6 or more venues that install CHIVE TV, we will need to send you a 1099 as you will have exceeded $600 in payments, and you will need to report that to Uncle Sam. ** Active Devices must be on for at least 30 days and play CHIVE TV for at least 40 hours per month. Payments will be made as soon as is feasible thereafter. For more details, please see the Referral Payments section in our CHIVE TV Affiliate Program Terms. *** Payments are subject to standard PayPal processing fees, which are paid by the recipient. 5

Benefits To the venue What are the benefits of CHIVE TV? Increase dwell time at a venue, or in the instances that dwell time is not voluntary (waiting rooms, waiting lines, lobbies, etc.) make dwell time far more enjoyable. Why? Anyone who has watched CHIVE TV knows how entertaining it is. It s a more entertaining alternative to sports on mute, sports commentary, reruns, strangers social media posts, or news, (which can be very polarizing or upsetting). Patrons eyes are glued to the screen and want to continue watching, therefore staying longer. Enhance the vibe of a venue. Why? Entertained patrons are happy patrons. They re looking up at the CHIVE TV screens, laughing, reacting, and chatting with their neighbors, who are watching the same thing. This interaction improves and uplifts the energy in any establishment, especially when compared with the typical alternative of seeing people s heads buried in their phones. Increase repeat business. Why? Patrons have options when it comes to the businesses they support. Streaming CHIVE TV is a selling point. When given a choice between two businesses that are fundamentally the same with one crucial difference -- one is streaming CHIVE TV on at least one screen, and one is not -- the choice is easy. Additionally, the vibe is probably better there, anyway. Increase sales. Why? The reasons above are all interwoven and ultimately can lead to more sales. Longer dwell time can lead to more drink or food orders. Enjoyable dwell time can make an overall experience more positive, which can drive loyalty, traffic, and sales. A better vibe can attract more customers, resulting in more sales. 6 Keeping existing customers happy will likely keep them coming back again and again, generating (you guessed it) MORE SALES! What are the benefits of CHIVE TV Pro? Get access to the CHIVE TV Pro Portal, which contains the Digital Signage Manager. Why? Within the Digital Signage Manager, users can upload their own images or videos (if they have designers) or they can browse dozens of templates to create promotions from scratch in less than five minutes. Pick a template, type in some text, pick when and where it should run, and it s done. Maintain high frequency in front of a captive audience. Why? These house promotions run over 150x within a 10-hour span on a screen to which eyeballs are already glued. Integrate Digital Signage with CHIVE TV on one screen. Why? Why would a business waste another screen on digital signage when they can roll it into one entertaining channel? Some businesses have an entire screen dedicated to digital signage, and sadly, customers have probably already started ignoring that screen, as it s fading into the background with all of the other static signage. Cut some, if not all, printing costs. Why? While it may not cut printing costs entirely, a business can potentially replace some, if not all, posters, table tents, specials menus, etc. Much of these have become so commonplace that they naturally fade into the background if they re not in front of a captive, engaged audience.

Update signage on the fly. Why? With the Digital Signage Manager, new promotions can be created in less than five minutes and put up on the screen immediately. This realtime capability means businesses can be nimble and creative with their messaging. Manage promotions across multiple venues and dayparts. Why? Logging into different accounts and recreating the same promotions over and over is not a good user experience. Furthermore, neither is having to babysit a digital signage manager to change messaging based on the days and times that specific promotions should run. Our Digital Signage Manager allows users to log into one platform to handle everything in one place, effectively setting and forgetting the promotions so managers and owners can focus on other important matters. VENUES is very simple and straightforward. Better yet, they may have an A/V person on-call to handle such matters. High-speed WiFi Why? CHIVE TV runs off of WiFi, so relatively fast Internet is required (20-25 mbps on the low end, 30 mbps is ideal but not commonly found in the average establishment). thechive-friendly businesses Why? They already know and love thechive. These have been easy deals for us. Legitimate long-term use cases for CHIVE TV Why? These businesses have patrons coming into and out of their establishments regularly, and these patrons are looking for a way to kill time and be entertained. Short-term use cases will neither stream for 30 days, nor stream 40 hours per month, which is how we measure active devices and drive retention. Some great successes for our team in the past* have included: Common venue characteristics Multiple television screens Why? If a venue only has one television screen, it can sometimes be challenging to convince them to switch over completely. That said, we ve partnered with many businesses with only one or two screens that were more than happy to have CHIVE TV be their sole entertainment channel. Relatively updated technology Bars and restaurants Auto shops, repair shops, and dealerships Barbershops and salons Theme parks and cruise ships Family entertainment venues (e.g., bowling alleys, golf, games, etc.) Hotels and casinos Waiting rooms and lobbies *Major chains and franchises should be handled by the CHIVE TV Sales team, due to the tendency towards more complicated questions, demands, and pricing. Why? Relatively is a loose term, and it means they re likely not using tube TVs, have WiFi, and have heard of such things as USB and HDMI ports. The owner(s) or manager(s) do not need to be technologically savvy to use CHIVE TV -- the installation process 7

Based on CHIVE TV s technical requirements, venues with any of the following issues will be unable to stream CHIVE TV: Slow or no WiFi No access to wall power outlet or no open USB port on the television No open HDMI/component input on the television or matrix system Based on the Affiliate terms, the following venues are considered unapproved for payment: To qualify as an Approved Venue under this Program, an establishment must: (a) be a commercial place of business; not a household or private residence; (b) be capable of playing CHIVE TV, including without limitation, having all necessary technological and audio-visual capabilities; (c) not currently be playing CHIVE TV or have signed up for a CHIVE TV Plan; (d) be approved by CMG to sign up for CHIVE TV and not otherwise rejected by CMG, which approval or rejection will be at our sole discretion; (e) not be owned by you; (f) not be a strip club, topless bar, or similar establishment; and (g) meet any other requirements of which we notify you. Resources Available tools and resources that can be of assistance are all available on the Resources page (link listed in your Approved Affiliate email) CHIVE TV One-Sheet - This is an excellent leavebehind with topline information on CHIVE TV. CHIVE TV Pricing Sheet - This comes in handy when talking to businesses that are considering CHIVE TV Pro. Video: What is CHIVE TV? (with audio) - This short video provides a good illustration of CHIVE TV and why it s valuable for businesses. Video: Heads Down Disorder (with audio) - This short video pokes fun at a social phenomenon with which we re all familiar: Heads Down Disorder. Many business owners will recognize this in the video instantly, and CHIVE TV is quickly introduced as the hero that turns everything around -- for the better. BEHIND THE SCENES In case you are wondering There s a lot that will be happening behind the scenes when it comes to getting a venue set up with CHIVE TV. Affiliates are only responsible for the signup. Affiliates are not responsible for following up after sign-up, installing devices, handling repairs, troubleshooting, or encouraging more streaming activity. We kindly ask that Affiliates refrain from contacting our Customer Success Representatives after a venue signs up. There is a limitation of bandwidth. Realistically, our team is not able to provide status updates to Affiliates on every new venue. What happens after sign up? Our Customer Success Representatives follow up with the venue via email to learn more about the contact and business type, confirm the full address, and confirm the WiFi speed (via speedtest.net). Once the business has gotten back to us, the order will be processed, and the CHIVE TV streaming device will be shipped out with installation instructions. If for some reason the venue is not approved as an acceptable venue, one of our CSRs will notify you via email. 8

FREQUENTLY ASKED QUESTIONS FRom a Venue GENERAL: Is it really free? Yes, CHIVE TV is free. However, CHIVE TV Pro is a paid monthly subscription. Why is it free? Frankly, we think the world needs better, more engaging content. We ll happily provide that for free. How does CHIVE TV make your money off of a free product? It is a distribution channel for our paid advertisements. Do you run ads? Potentially, we run two :30 ads every 7 minutes. What happens once I sign up? You ll be contacted by one of our Customer Service Representatives (CSR) via email. They sometimes ask for a bit more information if they need to confirm the use-case for your particular establishment. Typically, they just need to confirm your information and the shipping address for the streaming device. When do I get my stuff? You can expect to get your streaming device and installation instructions 3-5 days after you ve confirmed your information with one of our CSRs. How quickly can we get up and running? Once you have your streaming device, you can install right away and begin streaming immediately. Once I m all signed up, are you still my main point of contact? Who do I contact for help? No. After sign-up, your main point of contact will be the CSRs and sales team at CHIVE TV. For assistance, just contact help@chive.tv. 9

FREQUENTLY ASKED QUESTIONS Technical Questions: Do I need to buy my own or pay for a streaming device? No, CHIVE TV will send you the streaming device and installation instructions, free of charge. What if we have a Smart TV? You ll still want to sign up, but when a CSR reaches out to you, please tell them this. You may or may not need to wait for a streaming device. What do I need in order to stream? A streaming device (mailed after sign-up and follow-up from a CSR), wall power outlet or an open USB port on the back of the TV itself, a TV with an open HDMI/component input or matrix system, and high-speed WiFi. If I need help with installation, who do I call? A tutorial video for this can be found on our YouTube channel, but you can always find help at help@chive.tv. What is a matrix system? Matrix systems are most often found in venues with numerous TV screens and act as a centralized hub to control all screens from one place. If you don t have one, there s no need to worry about it. If you do, our CSRs can help guide you through installation. I have several TV screens I would like to stream CHIVE TV on. Do I get one streaming device per screen? Do I need something more complicated? We provide a max of two (2) devices based on current WiFi requirements. If you want to run CHIVE TV on more screens, please contact help@chive.tv for options. Note that these options could incur other equipment charges (e.g., splitters, etc.). How much WiFi do I need? Enough to sustain a steady stream of CHIVE TV content. Typically, a safe range is between 20-30+ mbps. Some businesses have been able to successfully stream it with less than that, but these instances will be reviewed with a CSR on a case by case basis. It is not a good experience for anyone to deal with a stream that is constantly struggling to load due to low WiFi bandwidth. Can I have more than one device? We generally always only start with one device. If that one is streaming successfully and if you have the need for a second device, please let a CSR know (help@chive.tv), and they ll try to help. 10

FREQUENTLY ASKED QUESTIONS CHIVE TV PRO RELATED: Do you get to pick the days and times the promotions run? Yes! These parameters are optional and can be set up as you are creating your promotion. How do your promotions go from the computer to the television screen? Your CHIVE TV Pro Portal is connected to your account, which is connected to your specific devices and, therefore, screens. In order to get a new promotion into the rotation immediately, just restart the CHIVE TV app. Do I need to be in or near my business to create and activate new promotions? No, you do not need to be in or near your business. You can create promotions from anywhere and set them live instantly. How much support do I get? As much as you need. CHIVE TV users generally don t need much assistance after the installation is complete. However, if you need to speak with someone, add or remove venues, or update to a Pro account, just email help@chive.tv. Do I need any additional equipment for this to work? All you need for Pro to work is a computer that is connected to the Internet. You will log on, create and manage your promotions, and set them live -- all from the convenience of your own computer. Are there discounts? There are only discounts for multiple venue (i.e., multiple location) businesses. In these cases, you ll need to work directly with the CHIVE TV team at info@chive.tv. Affiliates are not able to give discounts. If I want to upgrade to CHIVE TV Pro later, how do I do that? If you are an existing CHIVE TV customer, you can visit https:// chive.tv/login and reset your password to log in. Then, you can upgrade within the portal itself. If you re stuck, you can email help@chive.tv to upgrade. They ll walk you through the process. If I have questions on how to use the portal, how do I get help? A tutorial video for this can be found on our YouTube channel, but you can always find help at help@chive.tv. What does Dedicated Account Management mean? Once a CHIVE TV Pro account is up and running, you ll have one central point of contact. While you can always email help@chive.tv for assistance, you ll still be working with and hearing from one dedicated CSR. This fosters a healthy relationship and frequent, open communication, should you ever need anything. What does Enterprise mean? For our purposes at CHIVE TV, Enterprise businesses are typically multi-location and require a little more service, by way of special terms, pricing, customizations, or creative assistance. For inquiries about any of the features available to Enterprise accounts, please contact CHIVE TV at info@chive.tv. 11

Using your Referral code and refersion dashboard Referral Code You should have created your Affiliate referral code when you initially signed up for the program. However, in some instances, we will need to create one for you. Either way, your code will be included in the email sent to you confirming your Affiliate Program approval status. Each referral code is unique to each Affiliate. There is no way to attribute a new sign-up to an Affiliate retroactively. Affiliates must ensure they communicate the importance of this code to businesses when signing up. Refersion Dashboard Your Refersion dashboard provides a quick snapshot of: What venues have signed up using your referral code (i.e., conversions ) How many venues have been deemed active and approved for payment (i.e., payments in approval ) What you ve been paid thus far (i.e., previous payments received ). 12