ADSLOT LTD. - Annual Report 2011 | FinancialReports.eu

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WEBFIRM GROUP LIMITED webfirmgroup.com

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Chairman’s Report .................................................................................................................................................. 2 Directors’ Report ..................................................................................................................................................... 3 Directors’ Shareholdings ....................................................................................................................................... 7 Remuneration Report ........................................................................................................................................... 11 Auditors Independence Declaration ............................................................................................................. 19 Consolidated Statement of Comprehensive Income ............................................................................ 20 Consolidated Statement of Financial Position ........................................................................................... 21 Consolidated Statement of Changes in Equity ........................................................................................ 22 Consolidated Statement of Cash Flows ....................................................................................................... 23 Notes to the Financial Statements ................................................................................................................. 24 Directors’ Declaration ........................................................................................................................................... 71 Independent Audit Report to the Members ................................................................................................ 72 Corporate Governance Information ............................................................................................................. 74 Shareholder Information ..................................................................................................................................... 77 Corporate Directory .............................................................................................................................................. 78

CHAIRMAN’S REPORT 2 WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

DIRECTORS’ REPORT 3 WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

Chairman’s Report

In 2010, our primary objective was to build a unique platform that will transform the way that display advertising is bought and sold online.

We laid firm foundations for Webfirm Group with the acquisition of the Adslot (ad auctioning technology) and the subsequent acquisition of the QDC (ad builder) and Adimise (ad server) technologies. This provided Webfirm Group with the necessary pieces to create a world-class, end-to-end, self-serve platform for the efficient sale of online display advertising.

Our initial focus has been on selling this solution to major online classified portals looking to increase their display advertising revenue. Adslot enables them to increase revenue, reduce costs and significantly expand their potential advertiser-base by tapping into the vast market of small-to-medium sized businesses (SMB’s) who are increasing their spend on display advertising.

For Adslot’s foundation customers, Realestate.com.au and Carsales.com.au, these SMB advertisers are initially real estate agents and car dealers already using these websites to advertise property listings and cars for sale. The Adslot end-to-end platform allows our customers to extend their reach to include the long tail of SMB advertisers, which currently make up more than 70% of Google’s advertising revenue, but are increasingly shifting their spend towards display advertising.

Having put the Adslot technology foundation in place, our focus during 2011 has been to:

Raise sufficient funds to execute on the Adslot strategy;
Attract an experienced team of people to bring together all the acquired technologies into a seamless end-to-end product (there are now 28 people employed specifically on Adslot and related technologies);
Acquire major foundation customers and implement solutions to shape our products in preparation for a global rollout;
Restructure the Webfirm division cost-base to drive that division to profitability.

2012 will be a year of continued product development, customer acquisition and revenue growth as we springboard off the foundations we have laid to build a truly unique and significant global business. The Webfirm Group is very well placed to capitalise on the global growth of online display advertising and the shift towards automated platforms for the management and sale of advertising in this market.

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Directors’ Report

Your Directors present their report, together with the financial report of Webfirm Group Limited ACN 001 287 510 (‘the Company’) and its controlled entities (“the Group”) for the financial year ended 30 June 2011 and the auditor’s report thereon.

Information on Directors

Mr Adrian Giles, Mr Andrew Barlow, Mr David Burden and Mr Anthony Du Preez were directors for the whole financial year and up to the date of this report.

Mr Chris Morris was appointed as a non-executive director on 20 September 2010.

Mr Adrian Vanzyl resigned from his appointment as a non-executive director on 20 June 2011.

Ms Tiffany Fuller was appointed as a non-executive director on 20 June 2011.

Mr Adrian Giles (Age 37) Executive Chairman

Adrian Giles is an entrepreneur specialising in the Internet and information technology industry. In 1997, Adrian co-founded Australia’s first Search Engine Optimisation company, Sinewave Interactive, with fellow entrepreneur Andrew Barlow. In 1998 Adrian and Andrew co-founded Hitwise. Hitwise grew over 10 years to become one of the most recognised global internet measurement brands with over 300 staff operating successfully in the USA, UK, Australia, NZ, Hong Kong, and Singapore. By monitoring more than 25 Million Internet users via more than 40 ISP relationships worldwide, Hitwise provided competitive ratings of the most popular businesses across more than 160 industries and in 6 key markets. Whilst positioning the company for a NASDAQ listing in early 2007 Hitwise was sold to Experian (LSE: EXPN) for US$240m. Throughout its growth Hitwise was ranked by Deloitte’s as one of the fastest growing IT companies in the Asia Pacific region for five consecutive years. Hitwise was also a winner of the Victorian Small Business Awards; was awarded the ‘Most Innovative Digital Business’ in the UK for 2004; and was awarded a finalist as ‘Most Innovative Company’ at the 2005 American Business Awards in New York. Adrian was also a finalist in the 2003 Australian ‘Entrepreneur of the Year’ awards. Adrian is also the Managing Director of Yarra Ventures an advisory and private investment fund he formed after the sale of Hitwise.

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Adrian is a member of the Remuneration Committee and the Audit & Risk Committee.

Mr Adrian Giles

DIRECTORS’ REPORT

WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

DIRECTORS’ REPORT

Mr Andrew Barlow (Age 38)

Executive Director

Mr Barlow is an experienced entrepreneur who acts as an investor and mentor to early-stage technology companies with unique IP, highly scalable business models and strong executive teams. Mr Barlow co-founded Hitwise with Adrian Giles in 1997, was Chairman and Managing Director of Hitwise from 1997 – 2000, and Director of R&D from 2000 – 2002. Hitwise was ranked one of the Top 10 fastest growing companies by Deloitte for five years running, before being sold to Experian Group (LSX.EXPN) in May 2007 for US$240m. Mr Barlow is also a co-founder of Adslot, a revenue optimisation platform for online media publishers, which was acquired by Webfirm Group in February 2010. Mr Barlow is also a former Chairman of Webfirm Group Limited (October 2007 – October 2009).

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Mr Barlow is the Founder of Venturian, a privately-owned venture capital fund with investments in a number of other technology ventures, including Nitro PDF (the second biggest distributor of PDF editing software in the world), Brandscreen (Asia’s leading demand side platform for online media buying) and QMCodes (which makes print media interactive via mobile devices). Mr Barlow has significant expertise in online media and business building with a strong understanding of the UK and North America markets.

Dr Anthony Du Preez (Age 42)

Executive Director

Anthony Du Preez is the co-founder of both Tradeslot and Adslot. He has spent the last 11 years designing and building auction-based markets for a range of industries including logistics, supply chain, port capacity, forestry timber, energy, and carbon permits. Anthony has developed a unique combinatorial auction technology that can process premium ‘conditional bids’. This proven technology enables the establishment of efficient auction based markets in complex sales environments that have traditionally been served by face-to-face sales and one-on-one negotiations. This unique and patented technology has significant application for selling premium display/video ad space in the media sector.

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Previously, Anthony worked as business development executive for Honeywell Aerospace division in the North American and European markets. Anthony has a Bachelor of Engineering (First Class Honours), and a MBA from the Melbourne School. Anthony also completed an advanced management post graduate certificate at Berkley University in San Francisco.

Mr Chris Morris (Age 63)

Non-Executive Director

Andrew is Chair of the Remuneration Committee.

Mr David Burden (Age 49)

Managing Director Chief Executive Officer

David Burden is an entrepreneur and one of the true pioneers of interactive marketing and services within Australia. David founded Australia’s largest and best-recognised interactive and mobile services company Legion Interactive in 1994. As CEO from 1994 to 2006, David spearheaded the evolution and growth of the product, the growth of the sales and marketing and Research & IT Development teams, and guided the business through its MBO from the French Lagardere Group in 2001, the acquisition of BlueSkyFrog (Australia’s first mobile ringtone company) and MediaZoo and the subsequent push of the business into the mobile space commencing in 1998. During his time at Legion, David was a worthy Industry Activist with leading roles on the Premium Rate Advisory Council (PRAC), the Telephone Information Services Standards (TISSC) and the Vice Chairman of Australian Direct Marketing Association (ADMA). David was also founding Chairman of ADMA’s Mobile Marketing Council which was primarily responsible for the introduction of regulation and consumer protection for mobile services.

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Chris Morris is among Australia’s most accomplished entrepreneurs and business leaders, having founded Computershare (ASX:CPU) in 1978 – one of Australia’s most successful global technology companies. Mr Morris was Chief Executive Officer of Computershare from 1990 to 2006, and Executive Chairman from 2006 to 2010. He is now Non-Executive Chairman of Computershare.

Mr Morris has extensive knowledge of the securities industry from both a national and international perspective, and his diverse experience in building and managing large enterprises will aid Webfirm Group in its international expansion aspirations.

Chris is a member of the Remuneration Committee and also the Audit & Risk Committee. Chris is also Chair of Car Parking Technologies Limited.

DIRECTORS’ REPORT 6 WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

DIRECTOR’S SHAREHOLDINGS WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

Ms Tiffany Fuller (Age 41)

Non-Executive Director

Ms Fuller is a qualified Chartered Accountant who has a 20 year career across Chartered Accounting, Corporate Finance, Investment Banking and Private Equity. Ms Fuller joined Rothschild Australia in 1997 in the Investment Banking Group after 8 years at Arthur Andersen in Audit, Corporate Finance and Management Consulting in Australia, UK and the United States.

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At Rothschild, Ms Fuller advised various public and private clients, was responsible for managing a Microcap Fund on behalf of a number of Australia’s large superannuation funds, and was a founding director of the Rothschild e-Fund, a technology focused venture capital fund. In her roles Tiffany has worked closely with emerging technology companies at Board level and as corporate adviser.

Tiffany is Chair of the Audit & Risk Committee. Tiffany is also a Non Executive Director of Car Parking Technologies Limited.

Mr Brendan Maher (Age 43)

Company Secretary

Brendan Maher joined the Company on 15 November 2010 as a qualified Chartered Accountant with 23 years experience gained both in Australia and overseas with Arthur Andersen, National Westminster Bank and Skilled Group Limited.

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Mr Maher has extensive experience in financial reporting, corporate transactions and was Company Secretary at ASX listed Skilled Group Limited prior to joining.

Mr Maher is a member of the Institute of Chartered Accountants in Australia and also a member of the Australian Institute of Company Directors.

Directors’ shareholdings

The following table sets out each director’s relevant interest in shares or options in shares of the company as at the date of this report.

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Directors Ordinary Shares Share Options
Mr Adrian Giles 18,421,288 13,800,001
Mr Andrew Barlow 57,140,133 9,900,001
Mr David Burden 5,631,499 13,000,000
Mr Anthony Du Preez 12,968,051 8,500,000
Mr Chris Morris 57,130,848 -
Ms Tiffany Fuller 100,000 -
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Remuneration of directors and senior management

Information about the remuneration of directors and senior management is set out in the remuneration report of this directors’ report.

Principal activities

The company operates two main divisions:

The Adslot division allows media publishers to automate, control and optimise their premium advertising inventory and listings, increasing their yield, while simultaneously introducing automation that improves internal efficiencies, decreasing sales and administration costs; and

The Webfirm division offers online marketing services including website optimisation, hosting, search engine marketing (paid search advertising), social media marketing and website amendments.

Directorships of other listed companies

Other than those disclosed on pages 3 to 6 of this Annual Report no director holds a Directorship in any other listed companies in the three year period immediately before the end of the financial year.

Changes in state of affairs

A material addition to the nature of the activities during the year was the acquisitions of Adimise Pty Ltd, Full Circle Online Pty Ltd and QDC IP Technologies Pty Ltd which added ad serving and automated ad creation functionality to the Adslot platform providing a full end-to-end automated sale process for online publishers to sell their advertising inventory.

Operating results

The consolidated operating loss after income tax attributable to the members of Webfirm Group Limited is $10,341,829 (2010: Loss $4,218,601).

DIRECTOR’S SHAREHOLDINGS 8 WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

DIRECTOR’S SHAREHOLDINGS

Review of operations

Webfirm Division

The Webfirm Division offers products and services aimed at helping small and medium enterprise (SME) customers grow their business online.

During the year, the Company made the decision to exit the highly competitive web-site creation business and focus primarily on online marketing services including, search engine optimisation, paid search marketing, social marketing, website hosting and web-site amendments. The web development business was wound down in the second half of the year, and it is expected all outstanding website’s will have been built and commissioned by September 2011.

The result of this restructuring leaves the Webfirm Division with a significantly reduced cost base moving forward and allows it to focus on the profitable and growing online marketing services area of the business. The Directors have decided to undertake a strategic review of the Webfirm Division to determine the future strategy and focus for this division. As a result of this and historic losses in the division, the Directors have decided to write down the goodwill in this division to zero by taking a $2.5 million impairment charge this year.

During the year, the Company also decided to exit it’s search syndication business, and sold its AdFeed Engine software.

Matters Subsequent to the end of the financial year

In August 2011 the purchaser of the AdFeed Engine, which was sold by us in September 2010, exercised their right to terminate the Sale Agreement. As a result no further earn out payments under that sale agreement will be earned by the Group. The amount carried at June 2011 for future earn out entitlement has been collected, as such this has no impact of the reported profit of the Group.

Other than this there has not been any matter or circumstance occurring subsequent to the end of the financial year that has significantly affected, or may significantly affect, the operations of the consolidated entity, the results of those operations or the state of affairs of the consolidated entity in future years.

Likely future developments and expected results

Disclosure of information regarding likely developments in the operations of consolidated entity in future financial years and the expected results of those operations is likely to result in unreasonable prejudice to the consolidated entity. Accordingly, this information has not been disclosed in this report.

Environmental regulations

The economic entity’s operations are not subject to any significant environmental regulations under the Commonwealth, State or any other country in which the entity operates.

Dividends

Adslot Division

The Adslot Division provides advertising sales automation services that reduce selling costs and increase advertising revenue for its publisher clients.

The Adslot Division was created via the acquisition of three core pieces of technology:

In February 2010, the Company acquired Adslot Pty Ltd which provides the core automated ad sales and yield optimisation platform;
In July 2010, the Company acquired Adimise Pty Ltd which provides ad serving capability; and
In December 2010, the Company acquired QDC IP Technologies Pty Ltd which owned the DIY ad creation software, Ad Builder.

During the year, the Company successfully integrated these separate pieces of technology to create a complete end-to-end platform. The first full client implementation of the end-to-end platform will be completed in September 2011 into SeLoger, France’s largest property portal.

The Company expects to leverage the learnings and sizable investment made in this product rollout for future clients, which will ensure faster and more efficient deployment, customisation and implementation of the solution.

Corporate

The Company completed the acquisitions of Full Circle Online Pty Ltd, Adimise Pty Ltd and QDC IP Technologies Pty Ltd through the year. It also raised over $20M in capital through an entitlement offer to shareholders and a placement to sophisticated and professional investors.

Webfirm Group Limited is exposed to the rapidly evolving digital media industry and its associated risks, however the existing and emerging opportunities make it an exciting space in which to operate. The potential rewards from the emerging opportunities could be substantial.

Group revenues were down 2.6% on the previous year, to $5.4 million primarily due to the exit of the search syndication business in Webfirm. The net loss after tax at $10.3 million was greater than FY10 primarily due to the investment in people in the Adslot division to create the end-to-end client platform that will drive revenues in future years, the Depreciation and Amortisation charge (largely, amortisation of acquired Adslot intangibles) and the Goodwill impairment charge.

The Directors do not recommend the declaration of a dividend. No dividend has been declared or paid during the year.

Shares under option

Details of unissued shares or interests under option as at the date of signing this report are:

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Issue Type Expiry Date Exercise Price Number under
$ option
Options over ordinary shares 30 Jun 2012 0.100 6,200,003
Options over ordinary shares 22 Oct 2012 0.090 1,000,000
Options over ordinary shares 31 Jan 2013 0.053 51,700,000
Options over ordinary shares 31 Jan 2013 0.056 10,180,000
Options over ordinary shares 8 Jul 2014 0.151 2,000,000
Options over ordinary shares 29 Aug 2014 0.096 309,589
Options over ordinary shares 30 Sep 2014 0.116 3,000,000
Options over ordinary shares 30 Sep 2014 0.190 300,000
TOTAL 74,689,592
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This result included approximately $5.7 million in non-cash losses consisting of $2.7 million impairment charge, $0.8 million of non-cash share based expenses, and $2.2 million in depreciation and amortisation expenses.

DIRECTOR’S SHAREHOLDINGS 10 WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

REMUNERATION REPORT

Details of shares or interests issued during or since the end of the financial year as a result of exercise of an option are:

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Class of Share Number of shares issued Amount paid per share Amount unpaid per share
Ordinary options 900,000 $0.100 Nil
Ordinary options 1,000,000 $0.090 Nil
Ordinary options 1,720,000 $0.056 Nil
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Indemnification and Insurance of Officers

The Company has during the financial year, in respect of each person who is or has been an officer of the company or a related body Corporate, made a relevant agreement for indemnifying against a liability incurred as an officer, including costs and expenses in successfully defending legal proceedings.

Since the end of the financial year, the Company has paid premiums to insure all directors and officers of Webfirm Group Limited and the Webfirm Group of companies, against costs incurred in defending any legal proceedings arising out of their conduct as a director and officer of the Company, other than for conduct involving a wilful breach of duty or a contravention of Sections 232(5) or (6) of the Corporations Act 2011, as permitted by section 241A(3) of the Corporations Act 2011. Disclosure of the premium amount is prohibited by the insurance contract.

Directors’ Meetings

The following table sets out the number of meetings of the Company’s Directors held during the year ended 30 June 2011 and the number of meetings attended by each Director.

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Board of Directors Remuneration Committee
Directors Held Attended Held Attended
Mr Adrian Giles 8 8 1 1
Mr Andrew Barlow 8 8 1 1
Mr David Burden 8 8 - -
Mr Anthony Du Preez 8 8 - -
Mr Adrian Vanzyl 7 7 - -
Mr Chris Morris 6 6 1 1
Ms Tiffany Fuller 1 1 - -
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Remuneration Report

The remuneration report is set out under the following headings:

Section 1: Non-executive directors remuneration Section 2: Executive Remuneration Section 3: Details of remuneration Section 4: Executive contracts of employment Section 5: Equity-based compensation

Section 1: Non-executive remuneration

Non-executive directors’ fees are reviewed annually and are determined by the Board. In making it’s determination it takes into account fees paid to other non-executive directors of comparable companies and, where necessary, will seek external advice.

Non-executive directors’ fees are within the maximum aggregate limit of $350,000 per annum agreed to by shareholders at the Annual General Meeting held on 30 November 2009. To preserve the independence and integrity of their position, nonexecutive directors do not receive performance based bonuses.

Non-executive directors fees are $50,000 per annum. In addition the Chair of the Audit & Risk Committee receives an additional $25,000 in recognition of the additional workload of that position.

Section 2: Executive remuneration

The Board of Directors are responsible for determining and reviewing compensation arrangements for key management personnel and the executive team. In June 2011 the Company established a Remuneration Committee who now makes recommendations on remuneration of key management personnel.

The Board assesses the appropriateness of the nature and amount of emoluments of these employees on a periodic basis by reference to relevant employment market conditions with the overall objective of ensuring maximum stakeholder benefit from the retention of high quality executives. Executives’ remuneration consists of a fixed cash component, short-term incentives in the form of cash bonuses, and long-term incentives in the form of equity based compensation linked to the performance of the Company. The inclusion of equity-based compensation in executives’ remuneration provides a direct link between their remuneration and shareholder wealth, otherwise there are no direct relationships.

During the financial year 2011 all audit & risk matters have been attended to by the full board in consultation with the Company’s auditors. The Company formed an Audit & Risk Committee in July 2011.

Proceedings on behalf of the Company

No person has applied to the Court under section 237 of the Corporations Act 2001 for leave to bring proceedings on behalf of the company, or to intervene in any proceedings to which the company is a party, for the purpose of taking responsibility on behalf of the company for all or part of those proceedings.

No proceedings have been brought or intervened in on behalf of the company with leave of the Court under section 237 of the Corporations Act 2001.

Auditor’s Independence Declaration

The auditor’s independence declaration for the year ended 30 June 2011 has been received and can be found on page 19 of the financial report.

REMUNERATION REPORT 12 WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

13 WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

REMUNERATION REPORT

Section 3: Details of remuneration

Details of the remuneration of the directors and the key management of the Company and its controlled entities are set out in the following tables.

The key management personnel of Webfirm Group Limited and its controlled entities include the following directors and executive officers:

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Directors Position Date appointed/resigned
Mr Adrian Giles Non-Executive Director Appointed 19 December 2007
Non-Executive Chairman From 8 October 2009
Executive Chairman From 13 April 2010
Mr Andrew Barlow Non-Executive Director Appointed 16 February 2010
Executive Director From 13 April 2010
Mr David Burden Chief Executive Officer Appointed 6 February 2008
Managing Director From 8 April 2008
Mr Adrian Vanzyl Non-Executive Director Appointed 28 April 2008
Resigned 20 June 2011
Mr Anthony Du Preez Executive Director Appointed 22 February 2010
Mr Chris Morris Non-Executive Director Appointed 20 September 2010
Ms Tiffany Fuller Non-Executive Director Appointed 20 June 2011
Executive Officers
Mr Gavan Flower Company Secretary/Chief Financial Officer Resigned 13 September 2010
Mr Damian Element Company Secretary/Chief Financial Officer Appointed 13 September 2010
Resigned 15 November 2010
Mr Brendan Maher Company Secretary/Chief Financial Officer Appointed 15 November 2010
Mr Mathew Chamley Regional General Manager – Webfirm Pty Ltd Appointed 28 July 2009
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** Mr Mathew Chamley’s employment ceased on 20 July 2011.

Section 3: Details of remuneration (Continued)

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Consolidated Short-term benefits Long term Post- Share-
Entity benefits employment based
benefits payment
2011
Name Salary Bonus Other Termination Super- Options Total % of
& fees benefits annuation & rights remuneration
that consists
of options
$ $ $ $ $ $ $ %
Executive
directors
Mr A Giles 86,213 - - - - 89,473 175,686 50.9%
Mr A Barlow 67,740 - - - - 61,333 129,073 47.5%
Mr D Burden 308,354 87,000 2,755 - 15,199 93,799 507,107 18.5%
Mr A Du Preez 173,191 9,001 7,086 - 14,884 61,330 265,492 23.1%
Non-executive
directors
Mr A Vanzyl (i) 48,750 - - - - 54,840 103,590 52.9%
Mr C Morris (ii) 37,500 - - - - - 37,500 -
Ms T Fuller (iii) 2,083 - - - - - 2,083 -
Other key
management
personnel
Mr G Flower (iv) 38,169 - (1,323) 19,584 3,075 32,015 91,520 35.0%
Mr D Element (v) 103,858 5,000 1,640 - 375 - 110,873 -
Mr B Maher (vi) 155,500 - 8,171 - 10,133 - 173,804 -
Mr M Chamley 139,615 - 17,431 - 14,788 44,784 216,618 20.7%
Totals 1,160,973 101,001 35,760 19,584 58,454 437,574 1,813,346 24.1%
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(i) to 20 June 2011

(iv) to 13 September 2010

(ii) from 20 September 2010

(v) to 15 November 2010
(iii) from 20 June 2011
(vi) from 15 November 2010

Bonuses

Bonuses appearing in the table above were paid for the year ended 30 June 2011 as follows:

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Name Amount Paid Amount available Total Bonus Assessment Criteria
in future periods Opportunity
$ $ $
New client signings, client platform
Mr D Burden 87,000 12,500 161,200
volumes, divisional performance
New client signings, product launch
Mr A Du Preez 9,001 28,333 40,000
and product pilots
Mr D Element 5,000 - 25,000 Reporting, Governance and other
performance related KPI’s
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REMUNERATION REPORT 14 WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

REMUNERATION REPORT

Section 3: Details of remuneration (Continued)

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Consolidated Short-term benefits Long term benefits Post- Share-based
Entity 2010 employment payment
Benefits
Name Salary Bonus Other Termination Long Super- Shares Options Total % of
& fees benefits service annuation & remune-
leave rights ration that
employee consists of
benefits options
$ $ $ $ $ $ $ $ $ %
Executive directors
Mr A Giles 68,750 - - - - - 199,635 268,385 74.4%
Mr A Barlow 49,314 - - - - - - 136,581 185,895 73.5%
Mr D Burden 341,753 - (14,231) - - 14,461 - 210,180 552,163 38.1%
Mr A Du Preez (i) 56,250 - 9,098 - - 5,063 - 137,425 207,836 66.1%
Non-executive directors
Mr A Vanzyl 50,000 - - - - - - 122,030 172,030 70.9%
Other key management personnel
Mr D Element (ii) 209,779 25,000 43,533 - - 21,427 - 91,094 390,833 29.7%
Mr G Flower (iii) 18,185 - 1,323 - - 1,637 - - 21,145 -
Mr A Beecher (iv) 52,439 - (10,235) - - 2,410 - 9,254 53,868 17.2%
Mr M Chamley (v) 134,999 - 34,573 - - 14,841 1,000 22,045 207,458 10.6%
Mr J Edis (iv) 75,340 - (5,360) 50,314 (11,252) 4,820 - 9,254 123,116 7.3%
Mr S Jones (vi) 94,812 - 9,710 30,963 - 9,532 1,000 12,560 158,577 7.9%
Totals 1,151,621 25,000 68,411 81,277 (11,252) 74,191 2,000 950,058 2,341,306 40.6%
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(i) from 16 February 2010

(ii) to 28 May 2010

(iii) from 24 May 2010
(iv) to 31 August 2009
(v) from 1 July 2009
(vi) to 8 April 2010

Section 4. Executive contracts of employment

Formal contracts of employment for all members of the key management personnel are in place. Contractual terms for most executives are similar but do, on occasions, vary to suit different needs. The following table summarises the key contract terms.

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Length of contract Open ended
Fixed Remuneration Remuneration comprises salary and statutory employer superannuation contributions.
Incentive Plans Eligible to participate. Incentive criteria and award opportunities vary for each executive.
Notice Period All members of the key management, including executive directors, have a notice period of
between two and six months with the exception of Mr Giles and Mr Barlow who may terminate
their contract of employment immediately upon their notice.
Resignation Employment may be terminated by giving notice consistent with the notice period.
Retirement There are no financial entitlements due from the Company on retirement of an executive.
Termination by the The Company may terminate the employment agreement by providing notice consistent with the
Company notice period or payment in lieu of the notice period.
Redundancy Payments for redundancy are discretionary and are determined having regard to the particular
circumstances. There are no contractual commitments to pay redundancy over and above any
statutory entitlement.
Termination for The Company may terminate the employment agreement at any time without notice, and the
serious misconduct executive will be entitled to payment of remuneration only up to the date of termination.
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Section 5: Equity-based compensation

Employee share ownership plan (ESOP)

The Company has operated an ownership-based scheme for executives and senior employees of the Group. This was approved by shareholders at the 2009 Annual General Meeting. Awards were made under this plan up to October 2010 such that senior employees and an executive were granted options to purchase parcels of ordinary shares at an exercise prices ranging from 9.6 cents to 19.0 cents per ordinary share.

Each share option converts into one ordinary share of Webfirm Group Limited on exercise. No amounts are paid or payable by the recipient on receipt of the option. The options carry no voting rights. Options may be exercised at any time from the date of vesting to the date of their expiry.

All Option tranches are based on the individual remaining an employee of the Group. The plan rules allow departed employees to retain their options for a period of time based on the length of their service with the Company and the nature of their separation from the Company. The board considered these conditions appropriate to ensure the objective of maintaining key staff within the Company. The issue of share options are not subject to performance conditions.

There is no board policy in place to limit the executive and senior employees exposure to the risk in relation to the options issued.

The following table shows grants of share-based compensation to directors and senior management under the ESOP for the current financial year:

16 WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

REMUNERATION REPORT

WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

REMUNERATION REPORT

Section 5: Equity-based compensation (continued)

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% of
During the Financial year Compensation
for the year
Consisting
Name Option Number Number Vested % of Grant % of Grant of Options
Series Granted Vested Forfeited
Mr G Flower (i) Issued on 3,000,000 309,589 10.32% 89.68% 35.0%
30 Aug 10
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(i) These options were issued under the ESOP to Mr Gavan Flower under his Employment Agreement. Upon Mr Flower’s resignation from the Company on 13 September 2010; 2,690,411 of these options were forfeited on that date with balance 309,589 retained. These vested on 8 April 2011. The Company has valued these options in accordance with accounting standards at $32,015 which was expensed this year.

The following options were granted to key management personnel during the year:

Options - 2011

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Issue Date Number of Expiry Date Exercise Price Value of Fair Value Date vested and
Options $ options at Per Option exercisable
grant date $
$
30-Aug-2010 3,000,000 29-Aug-2014 0.096 344,700 0.1149 08-Apr-2011
344.700
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The following options were granted to key management personnel during the prior year:

Options - 2010

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Issue Date Number of Expiry Date Exercise Price Value of Fair Value Date vested and
Options $ options at Per Option exercisable
grant date $
$
16-Feb-2010 27,600,000 31-Jan-2013 0.053 645,371 0.0234 16-Feb-2010
16-Feb-2010 24,100,000 31-Jan-2013 0.053 563,530 0.0234 01-Feb-2011
16-Feb-2010 2,300,000 31-Jan-2013 0.056 161,081 0.0231 16-Feb-2011
16-Feb-2010 2,300,000 31-Jan-2013 0.056 143,083 0.0231 16-Feb-2012
1,513,065
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The exercise price of the options is based on a pre-set exercise price. Options granted carry no dividend or voting rights. There is no Board policy in place to limit the executive employees’ exposure to risk in relation to securities issued as remuneration.

Section 5: Equity-based compensation (continued)

Details of options over ordinary shares in the company provided as remuneration of directors and the key management personnel of the Company are set out below:

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Options Granted During the Year Options Vested During the Year
Name 2011 2010 2011 2010
Number $ Number $ Number $ Number $
Directors
Mr Adrian Giles - - 11,800,000 $275,919 5,900,000 $85,141 6,566,667 $164,626
Mr David Burden - - 13,000,000 $303,979 6,500,000 $93,799 6,500,000 $151,989
Mr Andrew Barlow - - 7,900,000 $184,726 3,950,000 $57,001 4,616,667 $119,029
Mr Adrian Vanzyl - - 7,000,000 $163,681 3,500,000 $50,507 4,166,667 $108,571
Mr Chris Morris - - - - - - - -
- - - - - - - -
Ms Tiffany Fuller
Mr Anthony Du Preez - - 8,500,000 $198,755 4,250,000 $61,330 4,250,000 $99,378
Other Key Management Personnel
Mr D Element - - 3,500,000 $81,840 - - 3,500,000 $81,840
Mr B Maher - - - - - - - -
Mr M Chamley - - 4,000,000 $92,400 2,000,000 $26,308 - -
Mr G Flower 3,000,000 $344,700 - - 309,589 $32,015 - -
Mr S Jones - - 600,000 $13,860 - - - -
Mr J Edis - - - - - - - -
Mr J Beecher - - - - - - - -
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The assessed fair value at issue date of the options granted to the executive is allocated equally over the period from issue date to vesting date, and the amount is included in the remuneration tables above. Fair values at issue date are independently determined using the binomial option pricing model that takes into account the exercise price, the term of the option, the share price at issue date and the expected price volatility of the underlying share, the expected dividend yield and the risk free interest rate for the term of the option. The model inputs for options granted during the year ended 30 June 2011 included:

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Model Input Class #1
Grant Date 30/08/10
Exercise Date 08/04/11
Expiry Date 29/08/14
Exercise Price $0.096
Price at Effective Grant Date $0.07
Expected Volatility 102.9%
Expected Dividend Yield 0%
Risk Free Interest Rate 4.80%
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18 WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

AUDITORS INDEPENDENCE DECLARATION 19 WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

REMUNERATION REPORT

Section 5: Equity-based compensation (continued)

The model inputs for options granted during the year ended 30 June 2010 included:

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Model Input Class #1 Class #2 Class #3 Class #4
Grant Date 16/02/10 16/02/10 16/02/10 16/02/10
Exercise Date 16/02/10 01/02/11 16/02/11 16/02/12
Expiry Date 31/01/13 31/01/13 31/01/13 31/01/13
Exercise Price $0.053 $0.053 $0.056 $0.056
Price at Grant Date $0.040 $0.040 $0.040 $0.040
Expected Volatility 100.4% 100.4% 100.4% 100.4%
Expected Dividend Yield 0% 0% 0% 0%
Risk Free Interest Rate 4.76% 4.76% 4.76% 4.76%
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Details of options exercised and lapsed during the year appear in the following table:

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2011 Balance Granted during Exercised Forfeited/ Lapsed during Balance Vested and
at the start the year as during during the year at the end exercisable
of the year compensation the year the year (Number) of the year at the
Name
(Number) (Number) (Number) (Number) (Number) year end
(Number)
Directors
Mr A Giles 13,800,001 - - - - 13,800,001 13,800,001
Mr A Barlow 11,900,001 - - - (2,000,000) 9,900,001 9,900,001
Mr D Burden 13,000,000 - - - - 13,000,000 13,000,000
Mr A Vanzyl 9,000,001 - - - - 9,000,001 9,000,001
Mr A Du Preez 8,500,000 - - - - 8,500,000 8,500,000
Mr C Morris - - - - - - -
Ms T Fuller - - - - - - -
Other key
management
personnel
Mr D Element 4,700,000 - (800,000) [1] - (400,000) 3,500,000 3,500,000
Mr M Chamley 4,000,000 - - - - 4,000,000 2,000,000
Mr G Flower - 3,000,000 - (2,690,411) [2] - 309,589 309,589
Mr B Maher - - - - - - -
Totals 64,900,003 3,000,000 (800,000) (2,690,411) (2,400,000) 62,009,592 60,009,592
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1 The fair value of options exercised during the period was $48,000.

2 The fair value of options forfeited during the year was $295,138

This marks the end of the audited remuneration report.

This report is made in accordance with a resolution of directors.

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Auditors Independence Declaration

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Adrian Giles Chairman 29 August 2011

CONSOLIDATED STATEMENT OF COMPREHENSIVE INCOME 20 WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

21 WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

CONSOLIDATED STATEMENT OF FINANCIAL POSITION

Consolidated Statement of

Comprehensive Income For the year ended 30 June 2011

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2011 2010
Notes $ $
Total revenue from continuing operations 3 5,348,965 5,461,139
Other income 3 75,781 110,664
Website publishers & related costs (1,318,599) (486,969)
Depreciation and amortisation expenses 4 (2,182,718) (652,165)
Finance costs 4 (44) (1,778)
Salaries and employment related costs (including contractors) (5,480,766) (5,365,034)
Telephone and internet (175,268) (183,297)
Share based payment expense (822,835) (932,809)
Marketing costs (125,567) (127,299)
Lease – rental premises 4 (584,281) (308,706)
Impairment of intangibles 4 (2,749,184) (165,025)
Impairment of receivables 4 (340,717) (325,410)
Listing & registrar fees (222,805) (184,038)
Legal fees (255,765) (320,272)
Travel expenses (404,052) (207,803)
Audit and accountancy fees (127,912) (153,431)
Other expenses (975,542) (375,848)
Loss before income tax expense (10,341,309) (4,218,081)
Income tax expense 5 (520) (520)
Loss after income tax expense (10,341,829) (4,218,601)
Other comprehensive income
Foreign exchange translation (44) (6,882)
Revaluation of available for sale investments 106,335 -
Total other comprehensive income 106,291 (6,882)
Total comprehensive income attributable to the members
(10,235,538) (4,225,483)
of Webfirm Group Limited
2011 2010
Cents Cents
Earnings per share (EPS) from loss from continuing operations
attributable to the ordinary equity holders of the company
Basic earnings per share 17 (1.66) (1.42)
Diluted earnings per share 17 (1.66) (1.42)
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Consolidated Statement of Financial Position As at 30 June 2011

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2011 2010
Notes $ $
CURRENT ASSETS
Cash and cash equivalents 7 18,352,609 3,807,779
Trade and other receivables 8 1,391,435 1,739,976
Total current assets 19,744,044 5,547,755
NON-CURRENT ASSETS
Trade and other receivables 8 200,000 200,000
Property, plant & equipment 9 197,039 129,133
Other financial assets 10 212,664 -
Intangible assets 11 10,486,968 8,409,435
Total non-current assets 11,096,671 8,738,568
Total assets 30,840,715 14,286,323
CURRENT LIABILITIES
Trade and other payables 12 1,470,270 1,146,296
Other liabilities 13 1,110,587 1,175,912
Provisions 14 164,603 124,197
Total current liabilities 2,745,460 2,446,405
NON-CURRENT LIABILITIES
Provisions 14 6,884 12,692
Total non-current liabilities 6,884 12,692
Total liabilities 2,752,344 2,459,097
NET ASSETS 28,088,371 11,827,226
EQUITY
Issued capital 15 76,547,875 50,874,027
Reserves 16 5,830,556 4,901,430
Accumulated losses (54,290,060) (43,948,231)
TOTAL EQUITY 28,088,371 11,827,226
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The above Consolidated Statement of Financial Position should be read in conjunction with the accompanying notes.

The above Consolidated Statement of Comprehensive Income should be read in conjunction with the accompanying notes.

22 WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

CONSOLIDATED STATEMENT OF CASH FLOWS 23 WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

CONSOLIDATED STATEMENT OF CHANGES IN EQUITY

Consolidated Statement of Changes in Equity For the year ended 30 June 2011

2011

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Notes Issued Reserves Accumulated Total
Capital Losses Equity
$ $ $ $
Balance at 1 July 2010 50,874,027 4,901,430 (43,948,231) 11,827,226
Movement in foreign exchange translation reserve 16 - (44) - (44)
Increase in available for sale investment reserve 16 - 106,335 - 106,335
Other comprehensive income - 106,291 - 106,291
- -
Loss attributable to members of the company (10,341,829) (10,341,829)
Total comprehensive income - 106,291 (10,341,829) (10,235,538)
Transactions with equity holders in their capacity as equity holders
Contributions of equity, net of transaction costs 15 25,673,848 - - 25,673,848
Increase in employees share based payments reserve 16 - 822,835 - 822,835
25,673,848 822,835 - 26,496,683
Balance 30 June 2011 76,547,875 5,830,556 (54,290,060) 28,088,371
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2010

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Notes Issued Reserves Accumulated Total
Capital Losses Equity
$ $ $ $
Balance at 1 July 2009 37,358,173 3,975,503 (39,729,630) 1,604,046
Movement in foreign exchange translation reserve 16 - (6,882) - (6,882)
- -
Other comprehensive income (6,882) (6,882)
- -
Loss attributable to members of the company (4,218,601) (4,218,601)
Total comprehensive income (6,882) (4,218,601) (4,225,483)
Transactions with equity holders in their capacity as equity holders
Contributions of equity, net of transaction costs 15 13,515,854 - - 13,515,854
Increase in employees share based payments reserve 16 - 932,809 - 932,809
13,515,854 932,809 - 14,448,663
Balance 30 June 2010 50,874,027 4,901,430 (43,948,231) 11,827,226
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Consolidated Statement of Cash Flows

For the year ended 30 June 2011

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2011 2010
Notes $ $
CASH FLOWS FROM OPERATING ACTIVITIES
Receipts from trade and other debtors (inclusive of GST) 4,628,338 6,351,083
Interest received 903,194 119,996
Government grants and other receipts 75,781 110,664
Payments to trade creditors, other creditors and
(9,599,365) (10,918,694)
employees (inclusive of GST)
Interest paid (44) (1,778)
Net cash outflows from operating activities 25 (3,992,096) (4,338,729)
CASH FLOWS FROM INVESTING ACTIVITIES
Payments for property, plant and equipment (293,429) (54,313)
Proceeds from sale of fixed assets 42,903 -
Net cash acquired via acquisition of subsidiary 19 108,344 146,150
Payments for intangible assets (776,888) (224,959)
-
Payments for available-for-sale financial assets (106,329)
Net cash outflows from investing activities (1,025,399) (133,122)
CASH FLOWS FROM FINANCING ACTIVITIES
Proceeds from issue of shares 20,122,497 7,515,854
-
Payments for equity raising costs (510,233)
Net cash inflows from financing activities 19,612,264 7,515,854
Net increase in cash held 14,594,769 3,044,003
Cash at the beginning of the financial year 3,807,779 695,376
Effects of exchange rate changes on cash (49,939) 68,400
CASH AT THE END OF THE FINANCIAL YEAR 7 18,352,609 3,807,779
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The above Consolidated Statement of Cash Flows should be read in conjunction with the accompanying notes.

The above Consolidated Statement of Changes in Equity should be read in conjunction with the accompanying notes.

NOTES TO THE FINANCIAL STATEMENTS 24 WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

NOTES TO THE FINANCIAL STATEMENTS 25

WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

Notes to the Financial Statements For the year ended 30 June 2011

1. Summary of Signficant Accounting Policies

The financial report covers Webfirm Group Limited (“Company”) and controlled entities (“Group”). Separate financial statements for Webfirm Group Limited as an individual entity are no longer presented as a consequence of a change to the Corporations Act 2001. However limited financial information for Webfirm Group Limited, as an individual entity is included in Note 27. Webfirm Group Limited is a listed public company, incorporated and domiciled in Australia. The financial report is for the financial year ended 30 June 2011 and is presented in Australian dollars.

The principal accounting policies adopted in the preparation of the financial report are set out below. These policies have been consistently applied to all the years presented, unless otherwise stated.

(a) Basis of preparation

Notes to the Financial Statements (continued)

For the year ended 30 June 2011

1. Summary of Signficant Accounting Policies (continued)

(a) Basis of preparation (Continued)

Critical accounting estimates

The preparation of financial statements in conformity with AIFRS requires the use of certain critical accounting estimates. It also requires management to exercise its judgement in the process of applying the Group’s accounting policies. The estimates and associated assumptions are based on historical experience and other factors that are considered relevant. Actual results may differ from these estimates. The estimates and associated assumptions are reviewed on an ongoing basis. Revisions to accounting estimates are recognised in the period in which the estimate is revised if the revision affects only that period or in the period of the revision and future periods if the revision affects both current and future periods.

(b) Going concern

This general purpose financial report has been prepared in accordance with Australian Accounting Standards, other authoritative pronouncements of the Australian Accounting Standards Board (AASB) and the Corporations Act 2001.

Compliance with IFRS

Australian Accounting Standards include International Financial Reporting Standards as adopted in Australia. Compliance with Australian Accounting Standards ensures that the financial statements and notes of Webfirm Group Limited comply with International Financial Reporting Standards (IFRS).

Adoption of new and revised standards

The following new standards and amendments to standards are mandatory for the first time for the financial year beginning 1 July 2010:

AASB 2009-5 Further Amendments to Australian Accounting Standards arising from the Annual Improvements Project
AASB 2009-8 Amendments to Australian Accounting Standards – Group Cash-settled Sharebased Payment Transactions
AASB 2009-10 Amendments to Australian Accounting Standards – Classification of Rights Issues
AASB Interpretation 19 Extinguishing Financial Liabilities with Equity Instruments and AASB 2009-13 Amendments to Australian Accounting Standards arising from Interpretation 19, and
AASB 2010-3 Amendments to Australian Accounting Standards arising from the Annual Improvements Project.

The adoption of these standards did not have any impact on the current period or any prior period and is not likely to affect future periods.

Historical cost convention

These financial statements have been prepared under the historical cost convention as modified by the revaluation of available-for-sale financial assets. Under the historical cost convention assets are recorded at the amount of cash or cash equivalents paid or the fair value of the consideration given to acquire them at the time of their acquisition. Liabilities are recorded at the amount of proceeds received in exchange for the obligation, or in some circumstances at the amounts of cash or cash equivalents expected to be paid to satisfy the liability in the normal course of business.

Management continue to invest resources into achieving a significant expansion of the business which includes successfully launching the Adslot division. The Group has however incurred net cash outflows from operations of $4.0m for the year, and management anticipate incurring further net cash outflows from operations until such time as sufficient revenue growth is achieved.

Accordingly the ability of the Group to continue as a going concern is dependent upon revenue growth in the Adslot division. During 2011 Adslot earned revenues from its first three clients and has contracted with a fourth client from which revenues will commence flowing early in the next financial year. During FY 2012 the Group expects more clients to be signed up with Adslot, however it is likely net operating cash flows from operation will be negative in FY 2012. However the directors believe the Group can continue to pay its debts as and when they fall due for the following reasons:

The Group has a cash position as at 30 June 2011 of $18.3m;
Whilst the revenue from the Webfirm division is anticipated to be flat, the division is expected to make positive net cash flows from its operations on existing revenue levels in FY 2012; and
Management could reduce the level of resources dedicated to expanding the business if so required.

Accordingly the directors believe there exists a reasonable expectation that the Group can continue to pay its debts as and when they fall due, and the financial report has been prepared on a going concern basis.

(c) Principles of consolidation

Subsidiaries

The consolidated financial statements comprise those of the Company, and the entities it controlled at the end of, or during, the financial year. Control is achieved where the Company has the power to govern the financial and operating policies of an entity so as to obtain benefit from its activities. All intra-group transactions, balances, income and expenses between entities in the Group included in the financial statements have been eliminated in full. Where an entity either began or ceased to be controlled during the year, the results are included only from the date control commenced or up to the date control ceased. The accounting policies adopted in preparing the financial statements have been consistently applied by entities in the Group.

Investments in subsidiaries are accounted for at cost less impairment losses in the parent entity information in Note 27.

26 WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

NOTES TO THE FINANCIAL STATEMENTS

WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

NOTES TO THE FINANCIAL STATEMENTS

Notes to the Financial Statements (continued)

For the year ended 30 June 2011

1. Summary of Signficant Accounting Policies (continued)

(c) Principles of consolidation

Business combinations

Acquisition of subsidiaries and businesses are accounted for using the acquisition method. The consideration for each acquisition is measured at the aggregate of the fair values (at the date of exchange) of assets given, liabilities incurred or assumed and equity instruments issued by the Group in exchange for control of the acquiree. Acquisition related costs are recognised in profit or loss as incurred.

Foreign Currency Exchange

In preparing the financial statements of the individual entities, transactions in currencies other than the entity’s functional currency are recorded at the rates of exchange prevailing on the dates of the transactions. At each balance sheet date, monetary items denominated in foreign currencies are retranslated at the rates prevailing at the balance date.

Notes to the Financial Statements (continued)

For the year ended 30 June 2011

1. Summary of Signficant Accounting Policies (continued)

(f) Receivables

Trade receivables are recognised initially at fair value and thereafter are measured at amortised cost, less provision for impairment. They are non-derivative financial assets with fixed or determinable amounts not quoted in an active market. Trade accounts receivable are generally settled between 14 and 60 days and carried at amounts recoverable.

Collectability of trade receivables is reviewed on an ongoing basis. Debts which are known to be uncollectible are written off. A provision for doubtful receivables is established when there is objective evidence that the Group will not be able to collect all amounts due according to the original terms of the receivables. The amount of the provision is the difference between the asset’s carrying amount and the present value of estimated future cash flows, discounted at the effective interest rate. The amount of the provision is recognised in profit or loss. Subsequent recoveries of amounts previously written off are credited against the allowance account.

(g) Investments and other financial assets

Exchange differences are recognised in profit or loss in the period in which they arise.

On consolidation, the assets and liabilities of the Group’s foreign operations are translated into Australian dollars at exchange rates prevailing on the balance sheet date. Income and expense items are translated at the average exchange rates for the period. Exchange differences arising, if any, are classified as equity and transferred to the Group’s foreign currency translation reserve.

(d) Cash and cash equivalents

For the purposes of the Consolidated Statement of Cash Flows, cash includes deposits at call which are readily convertible to cash and are not subject to significant risk of changes in value, net of bank overdrafts.

(e) Property, plant and equipment

Property, plant and equipment are stated at cost less accumulated depreciation and any impairment in value. The carrying values of property, plant and equipment are reviewed for impairment when events or changes in circumstances indicate the carrying value may not be recoverable. Leasehold improvements are depreciated over the estimated useful life using the straight-line method with any balance written off at termination of lease.

Depreciation is calculated on a straight line basis for all plant and equipment. The estimated useful lives, residual values and depreciation method are reviewed at the end of each annual reporting period, with the effect of any changes recognised on a prospective basis.

The gain or loss arising on disposal or retirement of an item of property, plant and equipment is determined as the difference between the sales proceeds and the carrying amount of asset and is recognised in profit or loss.

The following depreciation rates are used for each class of depreciable asset:

Computer Equipment 20 – 40% per annum Plant & Equipment 20 – 25% per annum Leasehold Improvements 20% per annum

Financial assets are recognised when the group entity becomes a party to the contractual provisions of the instrument.

At initial recognition, the Group measures a financial asset at its fair value plus, in the case of a financial asset not at fair value through profit or loss, transaction costs that are directly attributable to the acquisition of the financial asset. Transaction costs of financial assets carried at fair value through profit or loss are expensed in profit or loss.

Loans and receivables are subsequently carried at amortised cost using the effective interest method.

Available-for-sale financial assets are subsequently carried at fair value. Gains or losses arising from changes in available-for-sale financial assets are presented in other comprehensive income in the period in which they arise.

(h) Trade and other creditors

Trade accounts payable and other creditors represent liabilities for goods and services provided to the Group prior to the end of the financial year and which are unpaid. The amounts are unsecured and are usually paid within 45 days of recognition.

(i) Borrowings

Borrowings are initially recognised at fair value (less transaction costs) and subsequently measured at amortised cost. Any difference between the proceeds and the redemption amount is recognised in the consolidated statement of comprehensive income over the period of the borrowing using the effective interest method.

(j) Finance costs

Finance costs are recognised as expenses in the period in which they are incurred except where they are incurred in the construction of a qualifying asset in which case the finance costs are capitalised as part of the asset.

NOTES TO THE FINANCIAL STATEMENTS 28 WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

NOTES TO THE FINANCIAL STATEMENTS

Notes to the Financial Statements (continued)

For the year ended 30 June 2011

1. Summary of Signficant Accounting Policies (continued)

(k) Income tax

The income tax expense or revenue for the period is the tax payable on the current period’s taxable income based on the national income tax rate for each jurisdiction adjusted by changes in deferred tax assets and liabilities attributable to temporary differences between the tax bases of assets and liabilities and their carrying amounts in the financial statements, and to unused tax losses.

Deferred tax assets and liabilities are recognised for temporary differences at the tax rates expected to apply when the assets are recovered or liabilities are settled, based on those tax rates which are enacted or substantively enacted for each jurisdiction. The relevant tax rates are applied to the cumulative amounts of deductible and taxable temporary differences to measure the deferred tax asset or liability. An exception is made for certain temporary differences arising from the initial recognition of an asset or a liability. No deferred tax asset or liability is recognised in relation to these temporary differences if they arose in a transaction, other than a business combination, that at the time of the transaction did not affect either accounting profit or taxable profit or loss.

Deferred tax assets are recognised for deductible temporary differences and unused tax losses only if it is probable that future taxable amounts will be available to utilise those temporary differences and losses.

Deferred tax liabilities and assets are not recognised for temporary differences between the carrying amount and tax bases of investments in controlled entities where the parent entity is able to control the timing of the reversal of the temporary differences and it is probable that the differences will not reverse in the foreseeable future.

Current and deferred tax balances attributable to amounts recognised directly in equity are also recognised directly in equity.

Notes to the Financial Statements (continued)

For the year ended 30 June 2011

1. Summary of Signficant Accounting Policies (continued)

Long service leave

Long service leave liability commences to be accrued for staff at four (4) year anniversary date. The liability for long service leave expected to be settled within 12 months of the reporting date is recognised in provisions for employee entitlements and is measured at the amount expected to be paid when the liabilities are settled. The liability for long service leave expected to be settled more than 12 months from the reporting date, is recognised in the non-current provision for employee benefits and is measured as the present value of the estimated future cash outflows to be made by the Group in respect of services provided by employees up to reporting date.

Share-based compensation benefits

Equity-settled share-based payments with employees and other providing similar services are measured at the fair value of the equity instrument at the grant date. The fair value at grant date is determined using a binomial option pricing model that takes into account the exercise price, the term of the option, the impact of dilution, the share price at grant date and expected price volatility of the underlying share, the expected dividend yield and the risk-free interest rate for the term of the option.

The fair value determined at the grant date of the equity-settled share-based payments is recognised as an expense, with a corresponding increase in equity (share-based payments reserve) on a straight line basis over the vesting period, based on the Group’s estimate of the number of equity instruments that will eventually vest.

At each reporting date, the Group revises its estimate of the number of equity instruments expected to vest. The impact of the revision of the original estimates, if any, is recognised in profit or loss over the remaining vesting period, with corresponding adjustments to equity-settled share-based payments reserve.

Tax consolidation legislation

Webfirm Group Limited and its wholly-owned Australian controlled entities have implemented the tax consolidation legislation. The head entity, Webfirm Group Limited, and the controlled entities in the tax consolidated group account for their own current and deferred tax amounts. These tax amounts are measured as if each entity in the tax consolidated group continues to be a stand-alone taxpayer in its own right.

In addition to its own current and deferred tax amounts, Webfirm Group Limited also recognises the current tax liabilities (or assets) and the deferred tax assets arising from unused tax losses and unused tax credits assumed from controlled entities in the tax consolidated group.

(l) Employee benefits

Wages and salaries, annual leave and sick leave

Liabilities for wages and salaries, including non monetary benefits and annual leave expected to be settled within 12 months of the reporting date are recognised in other payables in respect of employees’ services up to the reporting date and are measured at the amounts expected to be paid when the liabilities are settled.

Upon the exercise of options, the balance of the share-based payments reserve relating to those options is transferred to share capital and the proceeds received, net of any directly attributable transaction costs, are credited to share capital.

(m) Intangible Assets

Goodwill

Goodwill arising in a business combination is recognised as an asset at the date that control is acquired (acquisition date). Goodwill is measured as the excess of the fair value of consideration paid over the fair value of the identifiable net assets of the entity or operations acquired. Goodwill acquired in business combinations is not amortised. Instead, goodwill is tested for impairment annually, being allocated to the cash flows of the relevant cash generating unit and is carried at cost less accumulated impairment losses. An impairment loss for goodwill is recognised immediately in profit or loss and is not reversed in a subsequent period.

Research & development expenditure

Research costs are expensed as incurred. An intangible asset arising from development expenditure on an internal project is recognised only when the Group can demonstrate the technical feasibility of completing the intangible asset so that it will be available for use or sale, its intention to compete and its ability to use or sell the asset, how the asset will generate future economic benefits, the availability of resources to complete the development and the ability to measure reliably the expenditure attributable to the intangible asset during its development.

NOTES TO THE FINANCIAL STATEMENTS 30 WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

NOTES TO THE FINANCIAL STATEMENTS

Notes to the Financial Statements (continued)

For the year ended 30 June 2011

1. Summary of Signficant Accounting Policies (continued)

Following the initial recognition of the development expenditure, the cost model is applied requiring the assets to be carried at cost less any accumulated amortisation and accumulated impairment losses. Any expenditure so capitalised is amortised over the period of expected benefits from the related project.

The carrying value of an intangible asset arising from development costs is tested for impairment annually when the asset is not yet available for use or more frequently when an indicator of impairment arises during the reporting period.

Intellectual property

The intellectual property relates to the names, platform technology, branding and domains acquired as a result of the acquisition of Webfirm, Webfirm Search, Adslot, Adimise, Full Circle Online and QDC IP Technology businesses. Where the useful life is assessed as indefinite, assets are not amortised and the carrying value is tested for impairment annually or more frequently if events or changes in circumstances indicate impairment. It is carried at cost less impairment losses. For those assets assessed as having a finite life, they are amortised on a straight-line basis over the estimated useful life of the asset. The expected accounting useful life of intellectual property relating to the Adslot, Adimise and QDC IP Technology business is 5 years.

Domain name

Acquired domain names are brought to account at cost, useful life is assessed as indefinite and the assets are not amortised. The carrying value is tested for impairment annually or more frequently if events or changes in circumstances indicate impairment. They are carried at cost less impairment losses.

Notes to the Financial Statements (continued)

For the year ended 30 June 2011

1. Summary of Signficant Accounting Policies (continued)

(n) Leased assets

Leases of assets under which the Group assumes substantially all the risks and benefits of ownership are classified as finance leases as distinct from operating leases under which the lessor effectively retains substantially all such risks and benefits. Property, plant and equipment acquired by finance leases is capitalised at the present value of the minimum lease payments as a finance lease asset and as a corresponding lease liability from date of inception of the lease. Lease assets are amortised over the period the entity is expected to benefit from the use of the assets or the term of the lease, whichever is shorter. Finance lease liabilities are reduced by the component of principal repaid. Lease payments are allocated between the principal component of the liability and interest expense.

Operating lease payments are charged to profit or loss on a straight-line basis over the period of lease term.

(o) Goods and services tax

Revenue, expenses and assets are recognised net of the amount of goods and services tax (GST), except:

i. Where the amount of GST incurred is not recoverable from taxation authority, it is recognised as part of the cost of acquisition of an asset or as part of an item of expense; or

ii. For receivables and payables which are recognised inclusive of GST.

The net amount of GST recoverable from, or payable to, the taxation authority is included as part of receivables or payables.

(p) Revenue recognition

Customer contracts

Customer contracts acquired as part of a business combination are recognised separately from goodwill. The customer contracts are carried at their fair value at the date of acquisition less accumulated amortisation and impairment losses.

A summary of the policies applied to the capitalisation of Group’s software development and customer contracts is as follows:

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----- Start of picture text -----

Software/Development Costs Customer Contracts
Useful lives Finite Finite
Straight-line over the period
Method used Maximum 5 years - Straight line
of customer contracts
Internally generated/
Internally generated Acquired
Acquired
Amortisation method
Impairment test/ Amortisation method reviewed at
reviewed at each financial
Recoverable amount each financial year-end; Reviewed
year-end; Reviewed annually for
testing annually for indicator of impairment
indicator of impairment
----- End of picture text -----

Revenue is measured at the fair value of the consideration received or receivable. Amounts disclosed as revenue are net of returns, allowances and duties and taxes paid.

Revenue is recognised for the major business activities as follows:

Rendering of services

Service revenue is recognised on an accruals basis as and when the service has been passed onto the customer.

Website development revenue is recorded based on a twelve (12) week program of project delivery. Any projects not completed within this period are deemed to be twenty percent (20%) incomplete. Website hosting, search engine renewal and domain name registration revenue is recorded over a one year duration. Prepaid revenue calculated in this regard is excluded from revenue and is being treated as unearned revenue in the Consolidated Statement of Financial Position.

Interest revenue

Interest revenue is recognised when it is probable that the economic benefits will flow to the Group and the amount can be measured reliably, taking into account the effective yield on the financial asset.

NOTES TO THE FINANCIAL STATEMENTS 32 WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

NOTES TO THE FINANCIAL STATEMENTS 33

WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

Notes to the Financial Statements (continued)

For the year ended 30 June 2011

1. Summary of Signficant Accounting Policies (continued)

Government grants

Government grants are recognised at fair value where there is reasonable assurance that the grant will be received and all grant conditions will be met. Grants relating to expense items are recognised as income over the periods necessary to match the grant to the costs they are compensating. Grants relating to assets are credited to deferred income and are amortised on a straight line basis over the expected lives of the assets.

Sale of non-current assets

The net gain from the sale of non-current asset sales is recognised in income at the date control of the asset passes to the buyer, usually when the signed contract of sale becomes unconditional.

(q) Acquisition of assets

The purchase method of accounting is used for all acquisitions of assets regardless of whether equity instruments or other assets are acquired. Cost is measured as the fair value of the assets given up, shares issued or liabilities undertaken at the date of acquisition. Acquisition-related costs are expensed as incurred. Where equity instruments are issued in an acquisition, the value of the instruments is their market price as at the date of acquisition, unless the notional price at which they could be placed in the market is a better indicator of fair value. Transaction costs arising on the issue of equity instruments are recognised directly in equity.

Any deferred settlement of cash consideration is discounted to its present value as at the date of acquisition. The discount rate used is the incremental borrowing rate that the Group can obtain from an independent financier under comparable terms and conditions.

(r) Leasehold improvements

The cost of improvements to leasehold properties is amortised over the unexpired period of the lease or the estimated useful life of the improvement to the consolidated entity, whichever is the shorter.

(s) Earnings per share

Basic earnings per share

Basic earnings per share for continuing operations and total operations attributable to members of the Company are determined by dividing net profit after income tax from continuing operations and the net profit attributable to members of the Company respectively, excluding any costs of servicing equity other than ordinary shares, by the weighted average number of ordinary shares outstanding during the financial period. The number of shares used in the calculation at any time during the period is based on the physical number of shares issued.

Diluted earnings per share

Diluted earnings per share adjusts the figures used in the determination of basic earnings per share to take into account the after income tax effect of interest and other financing costs associated with dilutive potential ordinary shares and the weighted average number of shares assumed to have been issued for no consideration in relation to dilutive potential ordinary shares.

Notes to the Financial Statements (continued)

For the year ended 30 June 2011

1. Summary of Signficant Accounting Policies (continued)

(t) Dividends

Provision is made for the amount of any dividend determined or recommended by the directors on or before the end of the financial year but not distributed at balance date.

(u) Impairment of assets

Goodwill and intangible assets that have an indefinite useful life are not subject to amortisation and are tested annually for impairment or more frequently if events or changes in circumstances indicate that they might be impaired. Other assets are reviewed for impairment whenever events or changes in circumstances indicate that the carrying amount may not be recoverable. An impairment loss is recognised for the amount by which the asset’s carrying amount exceeds its recoverable amount. The recoverable amount is the higher of an asset’s fair value less costs to sell and value in use. For the purposes of assessing impairment, assets are grouped at the lowest levels for which there are separately identifiable cash inflows which are largely independent of the cash inflows from other assets or groups of assets (cash-generating units). Non-financial assets other than goodwill that suffered impairment are reviewed for possible reversal of the impairment at each reporting date.

(v) Segment reporting

Operating segments are reported in a manner consistent with the internal reporting provided to the chief operating decision maker. The chief operating decision maker has been identified as the Chief Executive Officer.

(w) Critical accounting judgements and key sources of estimation uncertainty

Critical judgements in applying the entity’s accounting policies

The following are the critical judgements (apart from those involving estimations, which are dealt with below), that management has made in the process of applying the Group’s accounting policies and that have the most significant effect on the amounts recognised in the financial statements:

Revenue recognition

In web development and web hosting business operations, management assesses stage of completion of each project and recognises revenue in the period in which development work is undertaken. In making its judgement, management considered the standard duration of such contracts, stage of progress in contracts and commencement date of such contracts. Accordingly, management has deferred recognising some web development and web hosting revenue of an estimated value of services to be rendered in the future.

Key sources of estimation uncertainty

The following are the key assumptions concerning the future and other key estimation uncertainty at the balance sheet date, that have a significant risk of causing a material adjustment to the carrying amounts of assets and liabilities within the next financial year.

NOTES TO THE FINANCIAL STATEMENTS 34 WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

NOTES TO THE FINANCIAL STATEMENTS

Notes to the Financial Statements (continued)

For the year ended 30 June 2011

1. Summary of Signficant Accounting Policies (continued)

Notes to the Financial Statements (continued)

For the year ended 30 June 2011

1. Summary of Signficant Accounting Policies (continued)

Impairment of goodwill and intangible assets

Determining whether goodwill and intangible assets are impaired required an estimation of the value in use of the cash-generating units to which goodwill has been allocated. The value in use calculation requires the entity to estimate the future cash flows expected to arise from the cashgenerating unit and a suitable discount rate in order to calculate the present value.

The carrying amount of goodwill and intangible assets at the balance sheet date was $10,486,968 (2010: $8,409,435) after an impairment loss of $ 2,749,184 (2010: $165,025) was recognised during the current financial year. Refer to Note 11 for further details.

Share based payments

The calculation of the fair value of options issued requires significant estimates to be made in regards to several variables such as volatility, dividend policy and the probability of options reaching their vesting period. The estimations made are subject to variability that may alter the overall fair value determined. The share based payment expenses for the year was $822,835 (2010: $932,809).

Contingent consideration – QDC Technologies

As detailed in Note 19, within the acquisition agreement for QDC Technologies Pty Ltd, the Group agreed to pay further consideration contingent on the share price of the Group at a specified future date. On initial recognition the Group estimated the value of contingent consideration to be $106,800 on the basis that there was a 20% probability that the share price would be at a level that would require further consideration under the terms of the agreement. At reporting date, this estimate has been revised to $354,776 as the Group believes that there is now a 50% probability that further consideration will be paid. This balance has been recognised in other liabilities with movements being recorded in other expenses in the statement of comprehensive income.

AASB 2010-6 Amendment to Australian Accounting Standards – Disclosures in Transfers of Financial Assets adds and amends disclosure requirements about transfers of financial assets, including in respect of the nature of the financial assets involved and the risks associated with them. AASB 2010-6 will become mandatory for the Group’s 30 June 2012 financial statements. The Group will apply this revised AASB 2010-6 from 30 June 2012 but it is not expected to have any impact on the Group’s financial statements.
AASB 2010-8 Amendment to Australian Accounting Standards – Deferred Tax: Recovery of Underlying Assets provide a practical approach for measuring deferred tax liabilities and deferred tax assets when investment property is measured using the fair value model in AASB 140 Investment Property. AASB 2010-8 will become mandatory for the Group’s 30 June 2013 financial statements. The Group will apply this revised AASB 2010-8 from 30 June 2013 but it is not expected to have any impact on the Group’s financial statements.
AASB 1053 Application of Tiers of Australian Accounting Standards and AASB 2010-2 Amendments to Australian Accounting Standards arising from Reduced Disclosure Requirements (effective from 1 July 2013). On 30 June 2010 the AASB officially introduced a revised differential reporting framework in Australia. Under this framework, a two-tier differential reporting regime applies to all entities that prepare general purpose financial statements. Webfirm Group Limited is listed on the ASX and is not eligible to adopt the new Australian Accounting Standards – Reduced Disclosure Requirements. The two standards will therefore have no impact on the financial statements of the entity.

(x) New standards and interpretations issued but not effective

Certain new accounting standards and interpretations have been published that are not mandatory for 30 June 2011 reporting periods, and have not yet been adopted by the Group. The Group’s and the parent entity’s assessment of the impact of these new standards and interpretations is set out below.

AASB 124 (revised December 2009) Related Party Disclosures, AASM 2009-12 Amendments to Australian Accounting Standards simplifies the definition of related parties, clarifying its intended meaning and eliminating inconsistencies from the definition. AASB 124 (revised December 2009) become mandatory for the Group’s 30 June 2012 financial statements but is not expected to have any impact on the Group’s financial statements.
AASB 9 Financial Instruments, AASB 2009-11 Amendments to Australian Accounting Standards arising from the AASB 9 sets out requirements for the classification and measurement of financial assets. AASB 2008-6 will become mandatory for the Group’s 30 June 2014 financial statements. The Group will apply this revised AASB 2009-11 from 30 June 2014 but it is not expected to have any impact on the Group’s financial statements.
AASB 2009-14 Amendments to Australian Interpretation – Prepayments of a Minimum Funding Requirement makes amendments to Interpretation 14 AASB 119 – The Limit on a Defined Benefit Asset, Minimum Funding Requirements and their Interaction. AASB 2009-14 will become mandatory for the Group’s 30 June 2012 financial statements. The Group will apply this revised AASB 101 from 30 June 2012 but it is not expected to have any impact on the Group’s financial statements.

NOTES TO THE FINANCIAL STATEMENTS 36 WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

37 WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

NOTES TO THE FINANCIAL STATEMENTS

Notes to the Financial Statements (continued)

For the year ended 30 June 2011

2. Segment Information

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2011 Adslot Webfirm Total
$ $ $
Business segments
External sales 932,190 3,513,581 4,445,771
Segment result from continuing operations (5,387,331) (2,119,806) (7,507,137)
Depreciation (note 9) 13,171 89,971 103,142
Amortisation (note 11) 1,972,303 55,984 2,028,287
Additions to non-current assets (PP&E) 47,346 13,623 60,969
Impairment of intangibles 249,184 2,500,000 2,749,184
Statement of Financial Position
Segment assets 17,205,397 2,018,314 19,223,711
Segment liabilities (13,724,604) (1,262,881) (14,987,485)
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----- Start of picture text -----

2010 Adslot Webfirm Total
$ $ $
Business segments
External sales - 5,341,143 5,341,143
Segment result from continuing operations (943,814) (1,604,308) (2,548,122)
Depreciation (note 9) 181 91,766 91,947
Amortisation (note 11) 426,900 93,692 520,592
Additions to non-current assets (PP&E) - 46,284 46,284
Impairment of intangibles - 165,025 165,025
Statement of Financial Position
Segment assets 5,663,447 3,065,511 8,728,958
Segment liabilities (6,009,633) (1,996,803) (8,006,436)
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Segment revenue reconciles to total revenue from continuing operations as follows:

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----- Start of picture text -----

Revenue 2011 2010
$ $
Total segment revenue 4,445,771 5,341,143
Interest revenue 903,194 119,996
Total revenue from continuing operations 5,348,965 5,461,139
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Notes to the Financial Statements (continued)

For the year ended 30 June 2011

2. Segment Information (Continued)

A reconciliation from segment result to operating profit before income tax is provided as follows:

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Segment Result 2011 2010
$ $
Total segment result (7,507,137) (2,548,122)
Interest revenue 903,194 119,996
Other income 75,781 110,664
Head office, share option and depreciation expenses allocated
1,243,777 1,027,685
in segment result
Depreciation of corporate assets (51,289) (39,626)
Interest expenses (44) (1,778)
-
Impairment of intangibles (2,749,184)
Deferred vendor consideration (247,976) -
Share option expenses (822,835) (932,809)
Other head office expenses (1,185,596) (1,954,091)
Loss before income tax from continuing operations (10,341,309) (4,218,081)
Reportable segment assets are reconciled to total assets as follows:
Segment assets 2011 2010
$ $
Total segment assets 19,223,710 8,728,958
Head office assets 31,401,109 11,656,003
Intersegment eliminations (19,784,103) (6,098,638)
Total assets as per the statement of financial position 30,840,716 (14,286,323)
Reportable segment liabilities are reconciled to total liabilities as follows:
Segment liabilities 2011 2010
$ $
Total segment liabilities (14,987,485) (8,006,436)
Head office liabilities (628,262) (452,661)
Intersegment eliminations 12,863,403 6,000,000
Total liabilities as per the statement of financial position (2,752,344) (2,459,097)
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NOTES TO THE FINANCIAL STATEMENTS 38 WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

NOTES TO THE FINANCIAL STATEMENTS

Notes to the Financial Statements (continued)

For the year ended 30 June 2011

2. Segment Information (Continued)

Notes to and forming part of the segment information

Business segments

The Group is organised into the following segments by product and service type:

Adslot

The Adslot business builds and operates large scale ‘private electronic marketplaces’ for media publishers to sell premium advertising inventory to advertisers and advertising agencies. It uses proprietary mathematical algorithms to maximise yield and relies on a unique patented set of technologies.

Webfirm

Designing and developing websites, maintenance of the sites, and promoting the websites. Driving on-line users to websites through provision of contextually mapped search advertising and by having its customers found on search engines.

Accounting policies

The accounting policies of the reportable segments are the same as the Group’s accounting policies described in note 1. The only exception is the Adslot segment which has brought to account assets for the fair value of intellectual property acquired through business combinations (as determined for consolidation purposes) and corresponding liabilities. These assets would ordinarily only be recognised on consolidation. Segment revenues, expenses, assets and liabilities are those that are directly attributable to a segment and the relevant portion that can be allocated to the segment on a reasonable basis. Segment profit represents the profit earned by each segment without investment revenue, finance costs and income tax expense. This is the measure reported to the chief operating decision maker for the purposes of resource allocation and assessment of segment performance. Segment assets include all assets used by a segment and consist primarily of operating cash, receivables, capitalised R&D and other intangible assets, net of related provisions but do not include non-current inter-entity assets and liabilities which are considered quasi-equity in substance. Segment liabilities consist primarily of trade and other creditors, employee benefits and sundry provisions and accruals. Segment assets and liabilities do not include income taxes.

Inter-segment transfers

There are no transfers of revenues, expenses and results between segments.

Geographical information

Revenues from external customers are attributed to individual countries based on the invoiced address for the services.

Notes to the Financial Statements (continued)

For the year ended 30 June 2011

2. Segment Information (Continued)

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Revenue from external Non-current assets
customers
2011 2010 2011 2010
$ $ $ $
Continuing Operations
Australia and New Zealand 4,176,204 4,400,073 13,643,739 8,538,568
North America 269,567 941,070 - -
Europe - - 2,116 -
Total revenue from continuing
4,445,771 5,341,143 13,645,855 8,538,568
operations
2011 2010
$ $
3. Revenue and Other Income
Revenue
Revenue for services rendered 4,445,771 5,341,143
Interest income 903,194 119,996
Total revenue 5,348,965 5,461,139
Other income
-
R&D tax offset grant 26,400
Export marketing development grant 49,381 106,032
Sundry income - 4,632
75,781 110,664
Total revenue and other income 5,424,746 5,571,803
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NOTES TO THE FINANCIAL STATEMENTS 40 WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

NOTES TO THE FINANCIAL STATEMENTS

Notes to the Financial Statements (continued)

For the year ended 30 June 2011

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----- Start of picture text -----

2011 2010
$ $
4. Expenses
Loss before income tax includes the following
specific expenses:
Depreciation and amortisation
Amortisation – Leasehold improvements 53,689 14,063
Amortisation – Software development costs 2,028,287 520,592
Depreciation – Plant & Equipment 100,742 117,510
Total depreciation and amortisation 2,182,718 652,165
Finance costs
Interest paid/payable to unrelated entities 44 1,778
Other charges against assets
Impairment of intangibles 2,749,184 165,025
Impairment of trade receivables 340,717 325,410
Rental expense – operating leases 584,281 308,706
Defined contribution superannuation expense 321,782 360,591
Loss on sale of PP&E & internally developed software 42,903 26,355
Deferred vendor consideration 247,976 -
Foreign currency loss/(gain) 49,895 (75,283)
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Notes to the Financial Statements (continued)

For the year ended 30 June 2011

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----- Start of picture text -----

2011 2010
$ $
5. Income Tax Expense
(a) Numerical reconciliation of income tax expense to prima facie
tax benefit
Loss before income tax (10,341,309) (4,218,081)
Prima facie tax benefit on loss before income tax at 30% (2010: 30%) (3,102,393) (1,265,424)
Tax effect of:
Other non-allowable items 930,429 212,120
Share options expensed during year 246,851 279,843
Income tax benefit attributable to entity (1,925,113) (773,461)
Deferred tax assets relating to tax losses not recognised 1,925,633 773,981
Income tax expense attributable to entity 520 520
(b) Deferred Tax Assets Not Brought to Account
Deferred tax assets not brought to account, the benefits of which
will only be realised if the conditions for deductibility set out on Note
1(k) occur
Temporary differences 1,488,369 (983,028)
Tax Losses:
Operating losses 15,163,471 10,380,494
Capital losses 131,879 131,879
16,783,719 9,529,345
Potential tax benefit (30%) 5,035,116 2,858,803
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The company and its wholly-owned Australian resident entities have formed a tax-consolidated group and are therefore taxed as a single entity. The head entity within the tax-consolidated group is Webfirm Group Limited.

42 WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

NOTES TO THE FINANCIAL STATEMENTS

WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

NOTES TO THE FINANCIAL STATEMENTS

Notes to the Financial Statements (continued)

For the year ended 30 June 2011

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2011 2010
$ $
6. Dividends
No dividends were declared in the current year or prior year by the
Company. There are no franking credits available to shareholders of
the Company.
7. Cash and cash equivalents
Cash at bank and on hand 18,352,609 3,807,779
8. Trade and other receivables
Current
Trade debtors 1,717,234 2,452,338
Less provision for impairment (523,190) (842,970)
1,194,044 1,609,368
Other receivables 59,977 61,027
Prepayments 121,375 67,498
-
Earn-out receivable from the sale of Adfeed Engine 16,039
Employee loans - 2,083
1,391,435 1,739,976
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Impairment of trade receivables

The Webfirm segment invoices the customer on the full sales values at sale date with collection terms being related to various contract completion stages of website development and annual hosting services. A particular debt exceeding 90 days does not necessarily mean delinquent debt as the contract may still be at work in progress stage with corresponding debtor balance not due for collection or debtor accounts being paid via monthly direct debit receipts.

Before accepting any new customers, the Group internally reviews the potential customer’s credit quality. A substantial deposit on contract in website development and hosting segment of the Group mitigates initial credit risk.

Included in the Group’s trade receivable balances are debtors with a carrying amount of $687,173 (2010: $1,206,818) which are past due at the reporting date for which the Group has not provided as there has not been a significant change in credit quality and the amounts are still considered recoverable. The Group does not hold any collateral over these balances. The average age of these receivables is 40 days (2010: 56 days).

Notes to the Financial Statements (continued)

For the year ended 30 June 2011

8. Trade and other receivables (continued)

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2011 2010
$ $
(a) Ageing of past due but not impaired
0 – 30 days 290,172 231,639
31 – 60 days 121,833 157,029
61 – 90 days 54,545 75,809
Over 91 days 220,623 742,341
687,173 1,206,818
(b) Movement in the provision for impairment
Balance at beginning of the year 842,970 507,356
Impairment recognised during the year 469,292 423,709
Amounts written off as uncollectible (752,287) (81,986)
Amounts recovered during the year (36,785) (6,109)
Balance at the end of the year 523,190 842,970
----- End of picture text -----

In determining the recoverability of a trade receivable, the Group considers any recent history of payments and the status of the projects to which the debt relates to. No payment terms have been renegotiated. The concentration of credit risk is limited due to the customer base being large and unrelated. Accordingly, the directors believe that there is no further credit provision required in excess of the allowance for doubtful debts.

Fair value of receivables

Fair value of receivables at year end is measured to be the same as receivables net of provision for impairment.

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2011 2010
$ $
Non-current:
Employee loans 200,000 200,000
Receivables – Optum ES Pty Ltd (i) - 1,363,343
-
Less provision for impairment (1,363,343)
200,000 200,000
Movement in the provision for impairment:
non-current receivables
Balance at beginning of the year 1,363,343 2,163,343
Amounts written off as uncollectible (1,363,343) (800,000)
Balance at the end of the year - 1,363,343
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NOTES TO THE FINANCIAL STATEMENTS 44 WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

NOTES TO THE FINANCIAL STATEMENTS 45

WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

Notes to the Financial Statements (continued)

For the year ended 30 June 2011

8. Trade and other receivables (Continued)

(i) This represents an amount which was the outstanding balance on the intercompany loan from Webfirm Group Limited to Optus E S Pty Ltd at the date of deconsolidation. The balance has also been fully provided for in prior years. This receivable balance and corresponding provision was written off during this year.

The recoverability of loans to controlled entities is determined with reference to the net assets of each controlled entity.

Non-current receivables generally arise from transactions outside the usual operating activities of the Group. No interest is chargeable and collateral is generally not obtained.

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2011 2010
$ $
9. Non-Current Assets – Property, plant
and equipment
Leasehold improvements – at cost 96,740 44,460
Less: Accumulated amortisation (64,036) (10,346)
32,704 34,114
Plant and equipment – at cost 248,593 164,685
Less: Accumulated depreciation (159,386) (113,675)
89,207 51,010
Computer equipment – at cost 358,994 269,996
Less: Accumulated depreciation (283,866) (225,987)
75,128 44,009
Total carrying amount of property, plant and equipment 197,039 129,133
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Notes to the Financial Statements (continued)

For the year ended 30 June 2011

9. Non-Current Assets – Property, plant and equipment (Continued)

Reconciliations of the carrying amounts of each class of property, plant and equipment at the beginning and end of the current financial year are set out below:

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2011 Leasehold Plant and Computer Total
Improvements Equipment Equipment
$ $ $ $
Carrying amount at 1 July 2010 34,114 51,010 44,009 129,133
Additions 52,279 83,909 86,149 222,337
Depreciation/amortisation expense (53,689) (45,712) (55,030) (154,431)
Carrying amount at 30 June 2011 32,704 89,207 75,128 197,039
2010 Leasehold Plant and Computer Total
Improvements Equipment Equipment
$ $ $ $
Carrying amount at 1 July 2009 63,154 84,943 83,865 231,962
Additions 9,822 4,385 40,892 55,099
Disposals/write offs (24,799) (478) (1,078) (26,355)
Depreciation/amortisation expense (14,063) (37,840) (79,670) (131,573)
Carrying amount at 30 June 2010 34,114 51,010 44,009 129,133
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2011 2010
$ $
10. Non-Current Assets – Other financial assets
Available for sale investment carried at fair value
Investment – at fair value 212,664 -
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During the year the Company was issued a convertible note for $100,000 in Brandscreen Pty Ltd (an unrelated entity). This convertible note and accumulated interest of $6,329 was converted to 145,094 preference shares on 11 March 2011. At that time the investment in Brandscreen Pty Ltd was re-valued at fair value reflecting a capital raising which it undertook recognising a gain of $106,335. The Directors are of the opinion that the fair value of the Brandscreen Pty Ltd preference shares has not materially changed at 30 June 2011.

NOTES TO THE FINANCIAL STATEMENTS 46 WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

NOTES TO THE FINANCIAL STATEMENTS

Notes to the Financial Statements (continued)

For the year ended 30 June 2011

11. Non-Current Assets – Intangible Assets

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Intellectual Domain Goodwill Internally Customer Total
Property Name developed Contracts
software
$ $ $ $ $ $
Year ended 30 June 2011
Opening net book amount 5,537,106 30,805 2,500,000 341,524 - 8,409,435
Acquisitions 6,737,572 7,462 249,184 - - 6,994,218
Amortisation (1,972,303) - - (55,984) - (2,028,287)
Impairment of assets - - (2,749,184) - - (2,749,184)
Disposal of assets - - - (139,214) - (139,214)
Carrying amount at 30 10,302,375 38,267 - 146,326 - 10,486,968
June 2011
At 30 June 2011
Cost 16,566,906 288,267 5,381,652 234,154 - 22,470,979
Accumulated
- (11,984,011)
(6,264,531) (250,000) (5,381,652) (87,828)
amortisation/impairment
Carrying amount at 30 June 2011 10,302,375 38,267 - 146,326 - 10,486,968
Intellectual Domain Goodwill Internally Customer Total
Property Name developed Contracts
software
$ $ $ $ $ $
Year ended 30 June 2010
Opening net book amount 50,000 100,000 2,500,000 223,062 65,025 2,938,087
Acquisitions 5,932,006 30,805 - 194,154 - 6,156,965
Amortisation (444,900) - - (75,692) - (520,592)
Impairment of assets - (100,000) - - (65,025) (165,025)
Carrying amount at 30 5,537,106 30,805 2,500,000 341,524 - 8,409,435
June 2010
At 30 June 2010
Cost 9,829,334 280,805 5,132,469 417,216 65,025 15,724,849
Accumulated amortisation/
(4,292,228) (250,000) (2,632,469) (75,692) (65,025) (7,315,414)
impairment
Carrying amount at 30
June 2010 5,537,106 30,805 2,500,000 341,524 - 8,409,435
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Notes to the Financial Statements (continued)

For the year ended 30 June 2011

11. Non-Current Assets – Intangible Assets (Continued)

Goodwill

The Goodwill balances relate to the acquisitions of Webfirm and Full Circle Online. At June 2011 the Directors passed an impairment expense of $2,749,184, thereby removing all Goodwill.

Intellectual property

Business names and domain names

Business name and domain name opening balance of $30,805 relates to the various business names and domain names held by Webfirm CGU. During the year under review domain names amounting to $7,462 was acquired by Adslot CGU. The directors have assessed that this intellectual property has an indefinite useful life on the basis that the directors do not believe that there is a foreseeable limit on the period over which this asset is expected to generate cash inflows for the entity.

The carrying value of this intellectual property attached to the Webfirm CGU and Adslot CGU (and segments) was reviewed and with sufficient future benefits being expected from the asset, no impairment was required.

Copyright and patent licences

Adslot Pty Ltd (“Adslot”) holds valuable copyright and patent licences (“Licences”) in respect of Combinatorial Auction Platform Technology (“CAP” or “Core IP”).

The directors have assessed the accounting useful life of the Adslot Licences for accounting purposes to be five years. This assessment has given regard to the expected financial benefits of the technology to be potentially well beyond a five year period, together with the risk that competitors could replicate this technology over time, and therefore the potential for the company’s ongoing commitment to research and development of the Core IP.

Adimise Pty Ltd (“Adimise”) holding online ad-serving technology was acquired during the year for $246,470, and at acquisition date, held net liabilities exceeding assets of $24,585 (see Note 19 Business Combinations). The directors have determined that the carrying value of this intellectual property should not exceed the residual value of $271,055 ($246,470 + $24,585). Accordingly the fair value of the Ad-serving IP attached to the Adslot CGU has been determined to be $271,055.

The directors have assessed the accounting useful life of the Adimise Licences for accounting purposes to be five years.

QDC IP Technology (“QDC”) holding video advertising technology was acquired during the year for $6,477,345, and at acquisition date, held net tangible assets and liabilities of fair value $10,828 (see Note 19 Business Combinations). Deferred vendor consideration included in the vendor agreement has resulted in further contingent consideration related to this acquisition amounting to $106,800.

Notwithstanding the Independent Expert’s Report (for the QDC transaction) included an assessment that the fair value of the Core IP could be as high as $7,700,000, having regard to the subjective nature of the valuation for this type of asset, the directors have determined the fair value of intellectual property should not exceed the residual value of $6,466,517. Accordingly the fair value of the Licences to the Core IP attached to the Adslot CGU has been determined to be $6,466,517.

The directors have assessed the accounting useful life of the Licences for accounting purposes to be five years. This assessment has given regard to the expected financial benefits of the technology to be potentially well beyond a five year period, together with the risk that competitors could replicate this technology over time, and therefore the potential for the Group’s ongoing commitment to research and development of the Core IP.

Accumulated amortisation of this asset as at 30 June 2011 was $731,691 (2010: $nil). The amortisation period of the intangible asset is five years on a straight line basis.

Software

The $341,524 opening balance in internally development software is related to costs associated with three internally developed software platforms capitalised according to accounting standards. During the year under review the Group sold one internally developed software with an opening balance amounting to $148,369.

The directors are of the opinion that these software developments have a limited five year useful life and hence have been amortised accordingly by $46,830 (2010: $93,692).

48 WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

NOTES TO THE FINANCIAL STATEMENTS 49 WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

NOTES TO THE FINANCIAL STATEMENTS

Notes to the Financial Statements (continued)

For the year ended 30 June 2011

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2011 2010
$ $
12. Current liabilities – Payables
Trade creditors 241,130 453,219
Other creditors 1,229,140 693,077
1,470,270 1,146,296
13. Current liabilities – Other
Current:
Unearned revenue (i) 755,811 1,175,912
-
Deferred vendor consideration- QDC (ii) 354,776
1,110,587 1,175,912
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(i) The significant portion of current year unearned revenue pertains to website development and hosting invoices that are rendered based on full contract terms at the contracts inception, however performed over stages which straddle the balance sheet date.

(ii) Deferred vendor consideration is the probability at 30 June 2011 of additional shares due on 7 May 2012 as further vendor consideration on QDC acquisition. Additional shares are required where the 5-day VWAP of the Company’s share price is less than 10.9 cents at 7 May 2012. The position taken at this reporting date reflects a 50% probability that the Company’s share price will be in a range of 7.5 cents to 10.9 cents.

Notes to the Financial Statements (continued)

For the year ended 30 June 2011

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2011 2010
$ $
14. Current Provisions
Current:
Employee benefits 164,603 124,197
Non current:
Employee benefits 6,884 12,692
2011 2010 2011 2010
Number Number $ $
15. Contributed equity
Ordinary Shares – Fully Paid 681,698,900 491,821,809 76,547,875 50,874,027
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Ordinary shares participate in dividends and the proceeds on winding up of the parent entity in proportion to the numbers of shares.

At the shareholders meeting each ordinary share is entitled to one vote when a poll is called, otherwise each shareholders has one vote on a show of hands.

NOTES TO THE FINANCIAL STATEMENTS 50 WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

NOTES TO THE FINANCIAL STATEMENTS 51 WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

Notes to the Financial Statements (continued)

For the year ended 30 June 2011

15. Contributed equity (continued)

Movements in Paid-Up Capital

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Date Details Number of shares Issue price Capital raising Value
costs
Number $ $ $
30-Jun-09 Balance 138,558,520 60,789 37,358,173
28-Jul-09 Share Placement 20,338,720 0.060 57,426 1,162,897
09-Sep-09 Share Placement 39,661,280 0.060 95,187 2,284,490
16-Feb-10 Share Placement 119,135,289 0.035 210,268 3,959,467
16-Feb-10 Issue of shares to 2,171,429 0.035 - 76,000
sub-underwriters
16-Feb-10 Issue of shares to Adslot Pty Ltd 171,428,571 0.035 - 6,000,000
vendor
14-Apr-10 Employee ESOP shares 528,000 0.0625 - 33,000
30-Jun-10 Balance 491,821,809 423,670 50,874,027
08-Jul-10 Issue of shares to Adimise Pty Ltd 2,143,214 0.115 - 246,470
vendor
08-Jul-10 Issue of shares to Full Circle 2,142,500 0.115 - 246,387
Online Pty Ltd vendor
31-Aug-10 Exercise of employee options 800,000 0.100 - 80,000
14-Sep-10 Share Placement-professional 21,153,845 0.130 181,390 2,568,610
investors
17-Sep10 Share Placement-professional 37,096,155 0.130 - 4,822,500
investors
13-Oct-10 Exercise of options- sub- 1,000,000 0.090 - 90,000
underwriter
29-Oct-10 Share Placement 94,412,286 0.130 328,843 11,944,834
07-Dec-10 Issue of shares to QDC IP 29,309,091 0.190 - 5,568,727
Technologies Pty Ltd vendor
28-Feb-11 Exercise of employee options 100,000 0.100 - 10,000
23-Mar-11 Exercise of employee options 1,300,000 0.056 - 72,800
11-Apr-11 Exercise of employee options 420,000 0.056 - 23,520
30-Jun-11 Balance 681,698,900 933,903 76,547,875
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Notes to the Financial Statements (continued)

For the year ended 30 June 2011

15. Contributed equity (continued)

Options issued, exercised and lapsed during the financial year and options outstanding at the end of the year are summarised below:

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Issue Type Notes Expiry Exercise Balance at Issued during Expired Exercised Balance at
Date Price beginning the year during during the end of the
$ of the year (Number) the year year year
(Number) (Number) (Number) (Number)
Ordinary options 10/04/11 0.500 2,000,000 - (2,000,000) - -
Ordinary options 10/04/11 0.500 100,000 - (100,000) - -
Ordinary options 30/06/12 0.100 6,000,003 - - - 6,000,003
Ordinary options 30/06/12 0.100 3,840,000 - (2,590,000) (900,000) 350,000
Ordinary options 22/10/12 0.090 2,000,000 - - (1,000,000) 1,000,000
Ordinary options 31/01/13 0.053 51,700,000 - - - 51,700,000
Ordinary options 31/01/13 0.056 15,500,000 - (3,600,000) (1,720,000) 10,180,000
Ordinary options (i) 08/07/14 0.151 - 2,000,000 - - 2,000,000
Ordinary options (ii) 29/08/14 0.096 - 3,000,000 (2,690,411) - 309,589
Ordinary options (i) 30/09/14 0.116 - 3,000,000 - - 3,000,000
Ordinary options (i) 30/09/14 0.190 - 300,000 - - 300,000
81,140,003 8,300,000 (10,980,411) (3,620,000) 74,839,592
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(i) Options issued to employees for services rendered.

(ii) Options issued to employees for services rendered. Refer to Note 23 – Key Management Personnel Disclosures

NOTES TO THE FINANCIAL STATEMENTS 52 WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

NOTES TO THE FINANCIAL STATEMENTS

Notes to the Financial Statements (continued)

For the year ended 30 June 2011

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2011 2010
$ $
16. Reserves
Reserves
Share–based payments reserve 5,760,673 4,937,838
Available for sale investment reserve 106,335 -
Foreign currency translation reserve (36,452) (36,408)
5,830,556 4,901,430
Share–based payments reserve
Opening balance 4,937,838 4,005,029
Option expense 822,835 932,809
Closing balance 5,760,673 4,937,838
Available for sale investment reserve
- -
Opening balance
Movement in fair value 106,335 -
-
Closing balance 106,335
Foreign currency translation reserve
Opening balance 36,408 29,526
Movement on currency translation 44 6,882
Closing balance 36,452 36,408
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The Share-based payments reserve is used to record the value of options accounted for in accordance with AASB2: Share Based Payments.

Notes to the Financial Statements (continued)

For the year ended 30 June 2011

17. Earnings Per Share

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2011 2010
Cents Cents
(a) Basic earnings per share
Loss attributable to the ordinary equity holders of the Company (1.66) (1.42)
(b) Diluted earnings per share
Loss attributable to the ordinary equity holders of the Company (1.66) (1.42)
2011 2010
$ $
(c) Reconciliation of earnings used on calculating earnings per share (i)
Loss from continuing operations attributable to the members of the Company
used on calculating basic and diluted earnings per share (10,341,829) (4,218,601)
2011 2010
Number Number
(d) Weighted average number of shares used as the denominator
Weighted average number of shares on issue used in the calculation of basic EPS 623,779,891 297,831,081
(e) Weighted average number of shares used as the denominator
Weighted average number of shares on issue used in the calculation of diluted EPS 623,779,891 297,831,081
Weighted average number of options that could potentially dilute basic earnings per
share in the future, but are not included in the calculation of diluted EPS because 82,793,127 39,985,839
they are anti-dilutive for the period presented.
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(i) During 2011 and 2010 there were no discontinued operations or values attributable to minority interests.

18. Discontinued Operations

There were no discontinued operations during the year ended 30 June 2011.

The available-for sale investment reserve is used to record net gain/loss arising on revaluation of available-for sale financial assets in accordance with AASB 7: Financial Instruments Disclosure.

The foreign currency translation reserve is used to record the value of aggregate movements in the translation of foreign currency in accordance with AASB 121: The Effects of Changes in Foreign Exchange Rates.

54 WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

NOTES TO THE FINANCIAL STATEMENTS 55

NOTES TO THE FINANCIAL STATEMENTS

WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

Notes to the Financial Statements (continued)

For the year ended 30 June 2011

19. Business Combinations

2011

Adimise Pty Ltd and Full Circle Online Pty Ltd:

On 8 July 2010 Webfirm Group Limited acquired 100% of the equity of Adimise Pty Ltd and Full Circle Online Pty Ltd. The deal provides Webfirm with Adimise’s online ad-serving technology, key component of Webfirm’s new Adslot Direct Platform. The acquisition costs related to this acquisition were $8,932 which has been included in legal fees in the Statement of Comprehensive Income.

The acquired businesses contributed $541,266 in revenue and a net loss of $149,940 to the Group for the period from 8 July 2010 to 30 June 2011. These amounts have been calculated using the Company’s accounting policies, and would have been the same had the acquisition occurred on 1 July 2010.

The purchase consideration consists of the following:

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$
Equity – 4,285,714 fully paid ordinary shares @ 11.5 cents per share 492,857
Total consideration paid 492,857
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Subject to the achievement of certain post completion sales targets, additional deferred consideration of up to $150,000 can become payable by the Group. No deferred consideration has been provided for as the directors’ estimate that it is unlikely these targets will be met within the required time frame.

Details of assets and liabilities acquired are as follows:

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Acquirees’ Carrying Fair Value
$ $ $
Purchase consideration 492,857
Fair value of net identifiable assets acquired:
Cash and cash equivalents 106,855 106,855
Trade and other receivables 197,177 197,177
Property, plant & equipment 8,425 8,425
Payables (333,197) (333,197)
Employee benefits (6,643) (6,643)
Intangible assets (including formation expenses) 16,943 -
Intellectual property – platform technology - 271,055
Goodwill - 249,185
Net identifiable assets acquired (10,440) 492,857 492,857
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Statement of Cash Flows

For the purposes of the statement of cash flows, the acquisition resulted in net cash acquired of $106,855.

Notes to the Financial Statements (continued)

For the year ended 30 June 2011

19. Business Combinations (Continued)

QDC IP Technologies IP Pty Ltd

On 7 December 2010 Adslot Pty Ltd acquired 100% of the equity of QDC IP Technologies Pty Ltd (QDC). QDC’s Display Ad Builder and Personalised Video Ad Platform technologies will be combined with Adslot and Adimise technologies to create the new Adslot Direct Platform. The integration of QDC technology with Adslot Direct Platform will allow online publishers to offer an automated end to end advertisement sales system. The acquisition costs related to this acquisition were $75,063 which has been included in legal fees and employment related costs in the Statement of Comprehensive Income.

The acquired businesses contributed no revenue and a net loss of $987,208 to the Group for the period from 7 December 2010 to 30 June 2011. These amounts have been calculated using the Group’s accounting policies.

The amount of revenue and losses for the combined entity calculated, had the acquisition occurred on 1 July 2010 would have been $220,534 in revenue and a net loss of $766,621.

The purchase consideration consists of the following:

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$
Cash 801,818
Equity – 29,309,091 fully paid ordinary shares of Webfirm 5,568,727
Deferred vendor consideration 106,800
Total consideration paid 6,477,345
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If at the end of an eighteen (18) month period from the date of acquisition, the total value of consideration paid to the Vendors is calculated to be less than $4.0 million (using a VWAP of the Company’s share price over the five (5) trading days prior to that date), then up to a maximum of 13.3 million additional Webfirm Group Limited shares is to be issued as further consideration. The directors assessed the potential fair value of contingent consideration at acquisition date to be $106,800. The contingent consideration has been revalued at year end to its fair value of $354,776. The movement in fair value of contingent consideration is taken to the Statement of Comprehensive Income.

Details of assets and liabilities acquired are as follows:

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Acquirees’ Fair Value
Carrying Amount
$ $ $
Purchase consideration 6,477,345
Fair value of net identifiable assets acquired:
Cash and cash equivalents 1,513 1,489
Trade and other receivables 3,073 3,073
Property, plant & equipment 6,266 6,266
Intangible assets (including formation expenses) 236,272 -
Intellectual property – platform technology - 6,466,517
Net identifiable assets acquired 247,124 6,477,345 6,477,345
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Notwithstanding that the Independent Expert’s Report (for the QDC transaction) included an assessment that the fair value of the platform technology could be as high as $7.75 million, having regard to the subjective nature of the valuation for this type of asset, the directors have determined the fair value of intellectual property should not exceed the residual value of $6,466,517. Accordingly the fair value of the platform technology has been determined to be $6,466,517.

Statement of Cash Flows

For the purposes of the statement of cash flows, the acquisition resulted in net cash acquired of $1,489.

56 WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

NOTES TO THE FINANCIAL STATEMENTS

WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

NOTES TO THE FINANCIAL STATEMENTS

Notes to the Financial Statements (continued)

For the year ended 30 June 2011

19. Business Combinations (Continued)

2010

Adslot Pty Ltd

On 16 February 2010 Webfirm Group Limited acquired 100% of the equity of Adslot Pty Ltd. Adslot designs and operates large scale ‘private electronic marketplaces’ for media publishers to sell premium advertising inventory to advertisers and advertising agencies. It uses combinatorial auction technology to maximise yield in publisher’s premium advertising inventory. The acquisition costs relating to this acquisition were $151,219 which has been included in the legal fees, salaries and employment related costs and other expense lines in the Statement of Comprehensive Income.

The acquired business contributed no revenue and a net loss of $1,370,512 to the Group for the period from 16 February 2010 to 30 June 2010. These amounts have been calculated using the Group’s accounting policies.

The amount of revenue and losses for the combined entity calculated had the acquisition occurred on 1 July 2009 would have been no revenue and a net loss of $1,957,484.

The purchase consideration was made up entirely of equity and was settled as follows:

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Equity – 171,428,571 fully paid ordinary shares @ 3.5 cents per share 6,000,000
Total consideration 6,000,000
Details of net assets acquired and technology platform intellectual property are as follows:
Acquirees’ Fair Value
Carrying
Amount
$ $ $
Purchase consideration 6,000,000
Fair value of net identifiable assets acquired:
Cash and cash equivalents 146,150 146,150
Sundry debtors 182,305 182,305
Property, plant and equipment 786 786
Development costs 240,000 -
Intellectual property – technology platform - 5,932,006
Employee benefits (9,240) (9,240)
Payables (252,007) (252,007)
Net identifiable assets acquired 307,994 6,000,000 6,000,000
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Notes to the Financial Statements (continued)

For the year ended 30 June 2011

20. Contingencies

No contingent assets or liabilities are noted.

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2011 2010
$ $
21. Commitments
Operating lease commitments
Total operating lease expenditure contracted for at balance date but not capitalised
in the financial statements, payable:
Within 1 year 558,282 341,095
Between 1 and 5 years 676,541 446,579
1,234,823 787,674
The lease commitments detailed above relate to rental premises occupied by the Webfirm Group and lease rental of
computer servers.
Capital commitments
The Group and the Company have not entered any capital expenditure contracts at reporting date that are not
recognised as liabilities on the Statement of Financial Position.
2011 2010
$ $
22. Remuneration of auditors
During the year the following fees were paid/payable to the auditor of
the company:
Audit Services
Audit and review of financial reports 90,000 85,000
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The directors determined the fair value attributable to technology platform intellectual property was $5,932,006 (Note 11). The directors have assessed the recoverable amount of intellectual property in accordance with AASB 136 Impairment of Assets as outlined in Note 11.

Statement of Cash Flows

For the purposes of the statement of cash flows, the acquisition resulted in net cash acquired of $146,150.

58 WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

NOTES TO THE FINANCIAL STATEMENTS

WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

NOTES TO THE FINANCIAL STATEMENTS

Notes to the Financial Statements (continued)

For the year ended 30 June 2011

23. Key Management Personnel Disclosures

Directors

Notes to the Financial Statements (continued)

For the year ended 30 June 2011

23. Key Management Personnel Disclosures (Continued)

Other transactions with key management personnel

The following persons were directors of the Company during the financial year:

Mr Adrian Giles (Executive Chairman)

Mr Andrew Barlow (Executive Director) Mr David Burden (Managing Director) Mr Adrian Vanzyl (Non-Executive Director) (resigned 20 June 2011) Mr Anthony Du Preez (Executive Director) Mr Chris Morris (Non-Executive Director) (appointed 20 September 2010) Ms Tiffany Fuller (Non-Executive Director) (appointed 20 June 2011)

Other key management personnel

The following persons also had authority and responsibility for planning, directing and controlling the activities of the Group, directly or indirectly, during the financial year:

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Name Position
Mr Gavan Flower Chief Financial Officer (resigned 13 September 2010)
Mr Damian Element Chief Financial Officer (appointed 13 September 2010 and resigned 15
November 2010)
Mr Brendan Maher Chief Financial Officer (appointed 15 November 2010)
Mr Mathew Chamley Regional General Manager Webfirm P/L (appointed 28 July 2009)
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Key management personnel compensation
2011 2010
$ $
1,297,734 1,245,032
Short-term employee benefits
Post-employment benefits 58,454 74,191
-
Other long-term employee benefits (11,252)
Termination benefits 19,584 81,277
Share based payments 437,574 952,058
Total compensation 1,813,346 2,341,306
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Loans to key management personnel

Aggregate loans to key management personnel and their related parties:

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Loans to key Balance at Loans Interest Amounts Balance at end Number in
management beginning granted charged repaid group
personnel
$ $ $ $ $ Number
2011 200,000 - - - 200,000 1
2010 205,543 - 145 (5,688) 200,000 1
Key management personnel with loans above $100,000 in the reporting period:
2011 Balance at Loans Interest Amounts Balance at end Highest in
beginning granted charged repaid period
$ $ $ $ $ $
D. Burden 200,000 - - - 200,000 200,000
2010
D. Burden 200,000 - - - 200,000 200,000
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The $200,000 loan represents financial assistance provided to the CEO for the purpose of acquiring 10,000,000 shares (pre-consolidation equivalent to 2,000,000 post consolidation) in the Company. The loan was provided on an interest free basis. The interest not charged, calculated at the statutory interest rate of 6.65% for the year ended 30 June 2011, was $13,300. The loan was approved by shareholders at an Extraordinary General Meeting held 16 September 2008.

Business Acquisitions:

Both Mr Adrian Giles and Mr Andrew Barlow were significant shareholders of QDC Technologies Pty Ltd prior to the acquisition made by the Group as detailed in Note 19. Under the terms of the transactions Mr Adrian Giles (shares) and Mr Andrew Barlow (cash) received compensation for the shares that they held in QDC Technologies. These relationships were disclosed in the Notice of Meeting for the AGM held on 30 November 2010 and in the Independent Expert’s Report prepared as part of the transaction.

Transactions with Directors and their personally related entities:

During the year payments of $64,806 were made to Venturian Pty Ltd an entity related to Mr Andrew Barlow for consulting services on normal terms and conditions.

During the year receipts of $52,661 were received from Colonial Leisure Group an entity related to Mr Chris Morris for website hosting and search marketing services on normal terms and conditions.

NOTES TO THE FINANCIAL STATEMENTS 60 WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

NOTES TO THE FINANCIAL STATEMENTS

Notes to the Financial Statements (continued)

For the year ended 30 June 2011

23. Key Management Personnel Disclosures (Continued)

Option holdings

The number of options over ordinary shares in the company held during the financial year by each director of Webfirm Group Limited and other key management personnel of the group, including their personally related parties are set out below:

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2011 Balance at the Granted during Exercised Forfeited/ Balance at Vested and
start of the year the year as during Lapsed during the end of the exercisable at
(Number) compensation the year the year year (Number) the year end
Name (Number) (Number) (Number) (Number)
Directors
Mr A Giles 13,800,001 - - - 13,800,001 13,800,001
Mr A Barlow 11,900,001 - - (2,000,000) 9,900,001 9,900,001
Mr D Burden 13,000,000 - - - 13,000,000 13,000,000
Mr A Vanzyl 9,000,001 - - - 9,000,001 9,000,001
Mr A Du Preez 8,500,000 - - - 8,500,000 8,500,000
Mr C Morris - - - - - -
Ms T Fuller - - - - - -
Other key
management
personnel
Mr D Element 4,700,000 - (800,000) (400,000) 3,500,000 3,500,000
Mr M Chamley 4,000,000 - - - 4,000,000 2,000,000
Mr G Flower - 3,000,000 - (2,690,411) 309,589 309,589
Mr B Maher - - - - - -
Totals 64,900,003 3,000,000 (800,000) (5,090,411) 62,009,592 60,009,592
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Notes to the Financial Statements (continued)

For the year ended 30 June 2011

23. Key Management Personnel Disclosures (Continued)

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2010 Balance Granted during Exercised Other Balance Vested and
at the start the year as during changes at the end exercisable at
of the year compensation the year during of the year the year end
Name (Number) (Number) (Number) the year (Number) (Number)
Directors
Mr A Giles 2,000,001 11,800,000 - - 13,800,001 7,900,001
Mr A Barlow 4,000,001 7,900,000 - - 11,900,001 7,950,001
Mr D Burden - 13,000,000 - - 13,000,000 6,500,000
Mr A Vanzyl 2,000,001 7,000,000 - - 9,000,001 5,500,001
Mr A Du Preez - 8,500,000 - - 8,500,000 4,250,000
Other key management personnel
Mr D Element 1,200,000 3,500,000 - - 4,700,000 4,300,000
Mr J Edis 1,200,000 - - - 1,200,000 800,000
Mr A Beecher 1,200,000 - - - 1,200,000 800,000
Mr S Jones 1,200,000 600,000 - - 1,800,000 800,000
Mr M Chamley - 4,000,000 - - 4,000,000 -
Mr G Flower - - - - - -
Totals 12,800,003 56,300,000 - - 69,100,003 38,800,003
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62 WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

NOTES TO THE FINANCIAL STATEMENTS

WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

NOTES TO THE FINANCIAL STATEMENTS

Notes to the Financial Statements (continued)

For the year ended 30 June 2011

23. Key Management Personnel Disclosures (Continued)

Equity holdings and transactions

The numbers of shares in the company held during the financial year by each director of Webfirm Group Limited and other key management personnel of the Group, including their personally related parties, are set out below.

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2011 Held at Received Received Net other Held at
1 July 2010 during the year during the changes during 30 June 2011
on exercise of year as the year
Name options compensation
Ordinary shares
Directors
Mr A Giles 15,062,872 - - 3,358,416 18,421,288
Mr A Barlow 57,140,133 - - - 57,140,133
Mr D Burden 5,900,731 - - (269,232) 5,631,499
Mr A Vanzyl 2,164,277 - - (2,164,277) -
Mr A Du Preez 12,968,051 - - - 12,968,051
Mr C Morris - - - 57,130,848 57,130,848
Ms T Fuller - - - 100,000 100,000
Other key management personnel
Mr D Element 795,091 800,000 - (1,595,091) -
Mr M Chamley 229,089 - - - 229,089
Mr G Flower - - - - -
Mr B Maher - - - - -
Totals 94,260,244 800,000 - 56,560,664 151,620,908
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Notes to the Financial Statements (continued)

For the year ended 30 June 2011

23. Key Management Personnel Disclosures (Continued)

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2010 Held at Received Received Net other Held at
1 July 2009 during the year during the changes during 30 June 2010
on exercise of year as the year
Name options compensation
Ordinary shares
Directors
Mr A Giles 3,882,962 - - 11,179,910 15,062,872
Mr A Barlow 5,418,064 - - 51,722,069 57,140,133
Mr D Burden 4,484,065 - - 1,416,666 5,900,731
Mr A Vanzyl 1,155,833 - - 1,008,444 2,164,277
Mr A Du Preez - - - 12,968,051 12,968,051
Other key management personnel
Mr J Edis 414,286 - - (414,286) -
Mr A Beecher 294,286 - - (294,286) -
Mr S Jones 14,286 - 16,000 - 30,286
Mr D Element 795,091 - - - 795,091
Mr M Chamley - - 16,000 213,089 229,089
Mr G Flower - - - - -
Totals 16,458,873 - 32,000 77,799,657 94,290,530
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24. Share Based Payments

Employee share option plan

*shareholding effective as at date of resignation

The vesting dates of these Options are detailed in the table below. All Option tranches are based the individual remaining an employee of the Group. The plan rules allow departed employees to retain their options for a period of time based on the length of their service with the Company and the nature of their separation from the Company. The board considered these conditions appropriate to ensure the objective of maintaining key staff within the Company.

The Company has valued these options in accordance with accounting standards. The total value of these options vested was assessed at $32,015. There is no amount remaining to be expensed in future years.

The board has no formal policy in place for limiting the risk of executive and senior employees of the Group in relation to the options issued.

2,620,000 options provided as remuneration were exercised during the year.

Set out below are summaries of options granted to employees of the Webfirm Group during the year in return for services rendered.

64 WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

NOTES TO THE FINANCIAL STATEMENTS 65 WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

NOTES TO THE FINANCIAL STATEMENTS

Notes to the Financial Statements (continued)

For the year ended 30 June 2011

24. Share Based Payments (Continued)

Other Options Issued

1,000,000 options issued as consideration for services provided by a third party supplier in prior years, were exercised during the year.

2011

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Grant Expiry Exercise Balance Granted Exercised Lapsed Forfeited Balance Vested and
Date Date Price at start of during during during during the at end of exercisable
$ the year the year the year the year year the year at the end
(Number) (Number) (Number) (Number) (Number) (Number) of the year
(Number)
30/06/06 10/04/11 0.500 2,000,000 - - (2,000,000) - - -
01/04/08 10/04/11 0.500 100,000 - - (100,000) - - -
27/08/08 30/06/12 0.100 3,840,000 - (900,000) (2,590,000) - 350,000 350,000
23/09/08 30/06/12 0.100 6,000,003 - - - - 6,000,003 6,000,003
21/10/09 22/10/12 0.090 2,000,000 - (1,000,000) - - 1,000,000 1,000,000
16/02/10 31/01/13 0.053 51,700,000 - - - - 51,700,000 51,700,000
16/02/10 31/01/13 0.056 15,500,000 - (1,720,000) (3,600,000) - 10,180,000 4,730,000
28/07/10 08/07/14 0.151 - 2,000,000 - - - 2,000,000 -
30/08/10 29/08/14 0.096 - 3,000,000 - - (2,690,411) 309,589 309,589
14/10/10 30/09/14 0.116 - 3,000,000 - - - 3,000,000 -
14/10/10 30/09/14 0.190 - 300,000 - - - 300,000 -
Total 81,140,003 8,300,000 (3,620,000) (8,290,000) (2,690,411) 74,839,592 64,089,592
Weighted average exercise price $0.072 $0.120 $0.076 $0.182 $0.096 $0.064 $0.059
Weighted average remaining contractual life at 30 June 2011 (days) 605
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Notes to the Financial Statements (continued)

For the year ended 30 June 2011

24. Share Based Payments (Continued)

2010

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Grant Expiry Exercise Balance Granted Exercised Lapsed Forfeited Balance Vested and
Date Date Price at start of during during during during the at end of exercisable
$ the year the year the year the year year the year at the end
(Number) (Number) (Number) (Number) (Number) (Number) of the year
(Number)
30/06/06 10/04/11 0.500 2,000,000 - - - - 2,000,000 2,000,000
01/04/08 10/04/11 0.500 100,000 - - - - 100,000 100,000
27/08/08 30/06/12 0.100 5,660,000 - - - (1,820,000) 3,840,000 3,673,333
23/09/08 30/06/12 0.100 6,000,003 - - - - 6,000,003 6,000,003
21/10/09 22/10/12 0.090 - 2,000,000 - - - 2,000,000 2,000,000
16/02/10 31/01/13 0.053 - 51,700,000 - - - 51,700,000 27,600,000
16/02/10 31/01/13 0.056 - 15,500,000 - - - 15,500,000 -
Total 13,760,003 69,200,000 - - (1,820,000) 81,140,003 41,373,336
Weighted average exercise price $0.161 $0.055 - - $0.10 $0.072 $0.088
Weighted average remaining contractual life at 30 June 2010 (days) 897
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No options expired during the periods covered by the above tables.

Options are valued using the Binomial option pricing model. The model inputs for options granted during the year ended 30 June 2011 included:

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NOTES TO THE FINANCIAL STATEMENTS 67

NOTES TO THE FINANCIAL STATEMENTS 66 WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

Notes to the Financial Statements (continued) For the year ended 30 June 2011

24. Share Based Payments (Continued)

The volatility calculation is based upon historical share price information of the Company from the commencement of the Adslot acquisition within the Group (16 February 2010) up to the grant date.

The model inputs for options granted during the year ended 30 June 2010 included:

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Model Input Class #1 Class #2 Class #3 Class #4
Grant Date 16/02/10 16/02/10 16/02/10 16/02/10
Exercise Date 16/02/10 01/02/11 16/02/11 16/02/12
Expiry Date 31/01/13 31/01/13 31/01/13 31/01/13
Exercise Price $0.053 $0.053 $0.056 $0.056
Price at Grant Date $0.04 $0.04 $0.04 $0.04
Expected Volatility 100.4% 100.4% 100.4% 100.4%
Expected Dividend Yield 0% 0% 0% 0%
Risk Free Interest Rate 4.76% 4.76% 4.76% 4.76%
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2011 2010
$ $
25. Cash Flow reconciliation
Reconciliation of Net Cash Flows from Operating Activities to Loss for the year
Loss for the year after income tax (10,341,829) (4,218,601)
Depreciation and amortisation 2,182,718 652,165
Impairment of intangibles 2,749,184 165,025
Share based payment 822,835 932,809
Impairment of receivables 340,717 325,410
Loss on asset write off 42,903 26,355
Unrealised foreign currency loss/(gain) 49,895 (75,283)
Changes in assets and liabilities (net of effects of acquisition and disposal of entities)
Decrease in receivables 208,074 373,510
(Decrease) in payables and other provisions (46,593) (2,520,119)
Net cash outflow from operating activities (3,922,096) (4,338,729)
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Notes to the Financial Statements (continued)

For the year ended 30 June 2011

26. Financial Risk Management

The Group’s operations expose it to various financial risks including market, credit, liquidity and cash flow risks. Risk management programmes and policies are employed to mitigate the potential adverse effects of these exposures on the results of the Group.

Financial risk management is carried out by the Chief Financial Officer with oversight provided by the Board.

(a) Market risks

Market risks include foreign exchange risk, interest rate risk and other price risk. The Group’s activities expose it to the financial risks of changes in foreign currency, interest rate risk relating to interest earned on cash and cash equivalents and price risk on available-for-sale financial assets.

In the current reporting period the foreign currency related exposure is not considered to be material to the entity’s overall business operation. Foreign currency exposure is monitored by the Board on a quarterly basis. The Board has considered that any specific risk mitigation action is not required at this time.

Disclosures relating Interest rate risk is covered in Note 26(d) and price risk is covered in Note 26(e). The Group does not have formal policies that address the risks associated with changes in interest rates or changes in fair values on available-for-sale financial assets.

(b) Credit risk

Credit risk represents the loss that would be recognised if counterparties failed to perform as contracted.

The credit risk on financial assets, other than investments, of the Group which have been recognised in the Consolidated Statement of Financial Position is the carrying amount net of any provision for doubtful debts.

The Group has no significant concentrations of credit risk. As disclosed in Note 8 a), ‘Impairment of receivables’, The Group has policies in place to ensure that sales of services are made to customers with appropriate credit history. Before accepting any new customers, the Group internally reviews the potential customer’s credit quality. A substantial deposit on contract in website development and hosting segment of the Group mitigates initial credit risk.

The Group held the following financial assets with potential credit risk exposure:

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2011 2010
$ $
Financial assets
Cash and cash equivalents 18,352,609 3,807,779
Trade and other receivables 1,391,435 1,939,976
19,744,044 5,747,755
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(c) Liquidity risk

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2011 2010
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||||
|---|---|---|
|$|$|
|Financial liabilities|
|Trade and other payables|1,470,270|1,146,296|

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Prudent liquidity risk management implies maintaining sufficient cash and marketable securities, the availability of funding through an adequate amount of committed credit facilities and the ability to close-out market positions. Due to the dynamic nature of the underlying business, the Board aims at maintaining flexibility in funding by keeping committed credit lines and sufficient cash available.

NOTES TO THE FINANCIAL STATEMENTS 68 WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

69 WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

NOTES TO THE FINANCIAL STATEMENTS

Notes to the Financial Statements (continued)

For the year ended 30 June 2011

26. Financial Risk Management (Continued)

All financial liabilities are expected to be settled within 12 months of the reporting date, per the contractual terms of the obligations.

Notes to the Financial Statements (continued)

For the year ended 30 June 2011

27. Parent Entity Information

The following details of information are related to the parent entity, Webfirm Group Limited, at 30 June 2011. This information has been prepared using consistent accounting policies as presented in Note 1.

(d) Cash flow and fair value interest rate risk

As the Group has no significant interest-bearing assets or liabilities (except cash), the Group’s income and operating cash flows are not materially exposed to changes in market interest rates.

Interest rate sensitivity analysis

The sensitivity analysis below has been determined based on exposure to interest rates on interest bearing bank balances throughout the reporting period. A 100 basis point increase or decrease is used when reporting interest rate risk internally to key management personnel and represents management’s assessment of the possible change in interest rates (also comparable to movement in interest rates during the reporting year).

At reporting date, if interest rates had been 100 basis points higher or lower and all other variables were held constant, the Group’s net profit would increase by $156,713 and decrease by $150,372 (2010: increase by $9,450 and decrease by $2,058). This is mainly attributable to the Group’s exposure to interest rate on its bank balances bearing variable interest rates.

(e) Price risk

The fair value of financial assets and financial liabilities must be estimated for recognition and measurement or for disclosure purposes.

AASB 7 Financial Instruments: Disclosures requires disclosure of fair value measurements by level of the following fair value measurement hierarchy:

(a) quoted prices (unadjusted) in active markets for identical assets or liabilities (level 1)
(b) inputs other than quoted prices included within level 1 that are observable for the asset or liability, either directly (as prices) or indirectly (derived from prices) (level 2), and
(c) inputs for the asset or liability that are not based on observable market data (unobservable inputs) (level 3).

All financial assets held by the Group have been classified as level 3 as the available-for-sale financial assets are unlisted equities. The fair value of the available-for-sale financial assets were:

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2011 2010
$ $
Available-for-sale financial assets
-
Investments in unlisted equities 212,664
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2011 2010
$ $
Current assets 18,110,475 3,672,805
Non-current assets 13,079,873 11,771,358
Total assets 31,190,348 15,444,163
Current liabilities 233,503 241,668
Non-current liabilities - -
Total liabilities 233,503 241,668
Contributed equity 76,547,875 50,874,027
Share-based payments reserve 5,760,673 4,937,838
Available for sale investment reserve 106,335 -
Retained losses (51,458,038) (40,609,370)
Total equity 30,956,845 15,202,495
Loss for the year (10,848,668) (1,245,136)
Total comprehensive loss for the year (10,848,668) (1,245,136)
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The capital commitments Note 21 includes commitments incurred by the parent entity related to leases of the old head office premises at 23 Union Street, South Melbourne and new head office premises at 85 Coventry Street, South Melbourne for an amount of $909,890 (2010: $189,267).

The fair value of unlisted equities has been determined with reference to comparable equity transactions made by the unlisted company. A gain of $106,335 has been included in other comprehensive income.

(f) Net fair value of financial assets and liabilities

The net fair value of cash and cash equivalents and non-interest bearing monetary financial assets and financial liabilities of the Group approximates their carrying value.

The net fair value of other monetary financial assets and financial liabilities is based upon market prices where a market exists or by discounting the expected future cash flows by the current interest rates for assets and liabilities with similar risk profiles. The fair value of these assets approximates their carrying value.

70 WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

NOTES TO THE FINANCIAL STATEMENTS

WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

DIRECTORS’ DECLARATION

Notes to the Financial Statements (continued)

For the year ended 30 June 2011

28. Related Party Transactions

Other than the transactions disclosed in Note 23 relating to Key Management Personnel, there have been no related party transactions that have occurred during the current or prior financial year.

29. Events Subsequent to Reporting Date

30. Consolidated Entities

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Name Country of Incorporation Ordinary Share
Consolidated Equity Interest
2011 2010
% %
Parent entity
Webfirm Group Limited Australia
Controlled entities
Ads Alliance Pty Ltd Australia 100 100
Adslot Pty Ltd Australia 100 100
Ansearch.com.au Pty Ltd Australia 100 100
Ansearch Group Services Pty Ltd Australia 100 100
Webfirm Media Pty Ltd Australia 100 100
Enedia Pty Ltd Australia 100 100
Searchworld Pty Ltd Australia 100 100
Webfirm Pty Ltd Australia 100 100
Webfirm Search Pty Ltd Australia 100 100
Adimise Pty Ltd Australia 100 -
Full Circle Online Pty Ltd Australia 100 -
QDC IP Technologies Pty Ltd Australia 100 -
Adslot UK Limited United Kingdom 100 -
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Directors’ Declaration

The directors declare that the financial statements, comprising the statement of comprehensive income, statement of financial position, statement of changes in equity, statement of cash flows, accompanying notes, as set out on pages 24 to 70 are in accordance with the Corporations Act 2001 and:

(a) comply with Australian Accounting Standards, the Corporations Regulations 2001 and other mandatory professional reporting requirements in Australia;
(b) give a true and fair view of the consolidated entity’s financial position as at 30 June 2011 and of its performance, as represented by the results of its operations and its cash flows, for the financial year ended on that date; and
(c) the company has included in the notes to the financial statements an explicit and unreserved statement of compliance with International Financial Reporting Standards.

In the directors’ opinion:

(a) there are reasonable grounds to believe that the company will be able to pay its debts as and when they become due and payable.
(b) the audited remuneration disclosures set out on pages 11 to 18 of the Directors’ Report comply with section 300A of the Corporations Act 2001.

The directors have been given the declaration by the Chief Executive Officer and Chief Financial Officer required by section 295A of the Corporations Act 2001.

This declaration is made in accordance with a resolution of the directors.

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Adrian Giles Chairman Webfirm Group Limited

29 August 2011

INDEPENDENT AUDIT REPORT 72 WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

INDEPENDENT AUDIT REPORT 73 WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

Independent Audit Report

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Independent Audit Report

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CORPORATE GOVERNANCE 74 WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

CORPORATE GOVERNANCE 75

WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

Corporate Governance

The directors of Webfirm Group Limited have a commitment to maintain long term shareholder value, and recognise the benefits of good corporate governance in achieving this aim.

Having regard to the size and resources available to the company, the company endeavours at all times to comply with the Australian Stock Exchange Corporate Governance Principles and Recommendations (‘ASX Principles’). Unless otherwise stated, the company complies with the ASX recommendations.

Principle 1: Lay solid foundations for management and oversight

The Company has separate functions for board and senior management. The board and senior management functions are disclosed publicly in the Company Board Charter which is published on the Company’s website. The board meet regularly to perform their prescribed functions, including formal meetings held each two months as well as additional ad hoc meetings where required.

Each of the board members is in regular contact with the CEO and CFO/Company Secretary. The company has a process for evaluating the performance of senior executives, including the evaluation of performance against key performance indicators by both the CEO and Board. The company has yet to publish this process publicly. A performance review of the chief executive officer and senior executives of the company has taken place prior to the date of this report, in accordance with the established process.

Principle 2: Structure the board to add value

The Board seeks to ensure that its membership represents an appropriate balance between directors with experience and knowledge of the company, and directors with an external or fresh perspective, and that the size of the board is conducive to effective discussion and efficient decision making.

The Board is currently comprised of six board members, five of which are not considered independent directors. The only independent director is Ms Tiffany Fuller.

As such, the board composition is not in accordance with ASX corporate governance principles 2.1 (majority of board members be independent) and 2.2 (independent chair). However, the board considers that the individuals on the board can and do make quality and independent judgements in the best interest of the company on all relevant issues.

The role of chair and chief executive officer are held by different individuals. A description of the skills and experience of each of the directors and their period in office is contained in the Director’s Report section of the Annual Report.

Because the Company has a board consisting of only six directors, the directors collectively perform the functions of a nomination committee, as the directors do not consider that any increase in efficiency or effectiveness would be achieved through the formation of a nomination committee.

The directors have access to a broad range of professional advisors who provide advice and assistance as requested by the directors, and at the expense of the Company. The company is yet to implement a formal process for evaluating the performance of the board, its committees or individual directors.

Corporate Governance Statement (Continued)

Principle 3: Promote ethical and responsible decision-making

The Company has a code of conduct for directors that provides policy and guidance on matters of conduct as directors. The aim of the code is to guide directors in the execution of their responsibilities, to ensure all legal obligations and stakeholder requirements are considered, and to provide all stakeholders with confidence in the integrity of the Company and the directors. The company actively complies with this policy. The code of conduct is published on the Company’s website.

The Company has a policy concerning trading in company securities by directors and employees. The aim of this policy to provide guidance to directors and senior employees when acquiring or disposing of shares in the Company, and to ensure any acquisition or disposal of shares in the Company by a director or senior employee is conducted in accordance with legal and regulatory requirements and good corporate governance practice. The company actively complies with this policy. This policy is published on the Company’s website.

To enable a director to carry out his or her duties, the board allows individual directors to seek independent professional advice after discussion with the chairman in the first instance. The aim of this practice is to ensure that all directors are in a position to have or to obtain all necessary information required for them to make an informed decision about any matter concerning the Company. Any necessary advice is obtained at the company’s expense and advice obtained is made available to all directors.

The Company is committed to diversity in the work place and the benefit from accessing all available talent. The Company has not yet adopted or published an Equality and Diversity Policy. At 30 June 2011, Women filled 17% of the Company’s Board, 0% of the Company’s Senior Management and 16% of all staff positions within the Company.

Principle 4: Safeguard integrity in financial reporting

During the 2010/11 financial year the audit and risk committee functions were performed by the board collectively, however in July 2011 the Company formed an Audit & Risk Committee. Ms Tiffany Fuller chairs the Audit & Risk Committee. Mr Chris Morris and Mr Adrian Giles are the committee’s other two members.

As recommended by the ASX Principles the committee has at least 3 members, is chaired by an independent chair, who is not chair of the board. It however does not have only non-executive directors as members nor consist of a majority of independent directors.

The Audit & Risk Committee Charter can be found at the Company’s website.

The board continues to have the power to make call upon the attendance of the CEO, CFO, the external auditor or any other person to the meeting from time to time. The directors also have access to professional advisors who provide advice and assistance as requested by the directors.

Compliance with accounting and financial reporting standards and procedures are subject to board review and review by the external auditors. Any non-executive director has direct access to the external auditor and is permitted to make such enquiries of the auditor as they feel necessary. The external auditor is invited to attend the annual general meeting and make himself or herself available to answer any questions pertaining to the conduct of the audit, the content of the audit report or the financial affairs of the Company.

CORPORATE GOVERNANCE 76 WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

SHAREHOLDER INFORMATION 77 WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

Shareholder Information

Corporate Governance Statement (Continued)

Principle 5: Make timely and balanced disclosure

The company has a policy of complying with ASX disclosure requirements. The directors and senior management have received education and training on the subject of ASX disclosure requirements. The company actively complies with this policy. The policy is published on the Company website.

Principle 6: Respect the rights of shareholders

The company has a policy for promoting effective communication with shareholders. The company actively complies with this policy, by way of regular ASX announcements; letters posted to shareholders, and shareholder presentations. The Company also provides the last three years’ press releases and announcements on our website. The policy is published on the Company website.

Principle 7: Recognise and manage risk

The directors of the Company take the management of business risk seriously, and is actively building policies and procedures aimed at identifying, evaluating and mitigating risk.

The Company is in the early stages of the development of its risk management procedures. The newly formed Audit & Risk Committee will formalise this process during the next financial year.

Material business risks are identified by directors or senior management are bought to the attention of the board via the newly established audit and risk committee, and prior to the establishment of the audit and risk committee, to the board directly. The Company has a formal business risk management policy and plan. The policy is published on the Company website.

The area of risk considered under the risk policy include: strategic and market risk; financial; asset and resources; personnel and productivity; intellectual property and information; product and operations; technological and systems; and legal and compliance risk. Financial risk management, including market risks, credit risk, liquidity risk, cash flow and fair value interest rate risk are each addressed in the annual report of the Company.

In accordance with section 295A of the Corporation Act, the board has received assurance from both the CEO and CFO that a system of risk management and internal control appropriate to the size and nature of the organisation is in place and is operating effectively in all material respects.

Principle 8: Remunerate fairly and responsibly

The Company established a Remuneration Committee during the year. It met for the first time in June 2011. Prior to its establishment the directors of the full board collectively performed the functions of a remuneration committee. The Remuneration Committee Charter is published on the Company website.

The members of the Remuneration Committee are Mr Andrew Barlow (Chair), Mr Chris Morris and Mr Adrian Giles. The committee meets the ASX principles by having at least three members, however it is not chaired by an independent director, nor are a majority of its members independent. Despite this the Board believe the composition of this Remuneration Committee operates effectively. The directors have access to professional advisors who provide advice and assistance as requested by the directors.

The non-executive directors and the executive directors and senior management of the company have clearly distinguishable remuneration structures which are set out in documented service agreements. Full remuneration details for directors and key executives are provided in the director’s report and the notes to the annual financial statements in this annual report.

Additional information required by the Australian Stock Exchange Limited and not shown elsewhere in this report is as follows. The information is current as at 23 August 2011.

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Distribution of equity securities Ordinary Shares Options
Number of Number of Number of
Number of Options
Holders Shares Holders
The number of shareholders by size of shareholding
in each class of shares are:
1 – 1,000 109 13,846 - -
1,001 – 5,000 268 849,917 - -
5,001 – 10,000 345 2,791,628 - -
10,001 – 100,000 1,144 47,752,750 - -
100,001 + 765 626,654,395 17 74,689,592
TOTAL 2,631 678,062,536
The number of shareholders holding less than
498 1,601,508
a marketable parcel of shares (7,143 shares):
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Twenty largest shareholders Listed Ordinary Shares
Number of Shares % of Shares
The names of the twenty largest holders of quoted shares are:
1 VENTURIAN PTY LTD 56,492,031 8.33
2 FINICO PTY LIMITED 55,148,796 8.13
3 OVERACHIEVE PTY LTD 27,530,041 4.06
4 ANDAMA HOLDINGS PTY LTD 13,434,659 1.98
5 MR ANTHONY DU PREEZ + MRS GEORGINA DU PREEZ 12,968,051 1.91
6 UBS WEALTH MANAGEMENT AUSTRALIA NOMINEES PTY LTD 11,578,066 1.71
7 IMAGE DIGITAL PUBLICATIONS (VICTORIA) PTY LTD 10,909,091 1.61
8 YARRA VENTURES PTY LTD 8,706,577 1.28
9 KHALON PTY LIMITED 7,990,330 1.18
10 PHILIP MURPHY INVESTMENTS PTY LTD

7,110,222 1.05
11 K PAGNIN PTY LTD 7,000,000 1.03
12 GPS NOMINATOR PTY LTD 6,897,455 1.02
13 D PAGNIN PTY LTD 6,000,000 0.88
14 KEO PROJECTS PTY LTD 5,829,670 0.86
15 YARRA VENTURES PTY LTD 5,569,629 0.82
16 ALCATT PTY LTD 5,487,858 0.81
17 RBC DEXIA INVESTOR SERVICES AUSTRALIA NOMINEES PTY LIMITED 5,398,308 0.80
18 HSBC CUSTODY NOMINEES (AUSTRALIA) LIMITED 5,313,742 0.78
19 CAPITAL ACCRETION PTY LTD 5,115,384 0.75
20 COTU INVESTMENTS PTY LTD 5,100,000 0.75
Total Top 20 holders of Ordinary Shares 269,579,910 39.76
Remaining holders balance 408,482,626 60.24
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Classes of Shares

Webfirm Group Limited has only one class of share on issue, being fully paid ordinary shares.

Substantial Shareholders

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Shares % Shares
Chris Morris 57,130,848 8.4%
Andrew Barlow 57,140,133 8.4%
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Voting Rights

All ordinary shares carry one vote per share without restrictions.

CORPORATE DIRECTORY 78 WEBFIRM GROUP LIMITED ANNUAL REPORT 2011

Corporate Directory

Auditors

Directors

BDO Audit (NSW-VIC) Pty Ltd The Rialto Level 30, 525 Collins Street Melbourne VIC 3000

Mr Adrian Giles – Executive Chairman Mr David Burden – CEO/Managing Director Mr Andrew Barlow – Executive Director Mr Anthony Du Preez – Executive Director Mr Chris Morris – Non-Executive Director Ms Tiffany Fuller – Non-Executive Director

Notes:

Solicitors

Chief Executive Officer

Mr David Burden

Company Secretary

Mr Brendan Maher

Minter Ellison Level 23,525 Collins Street Melbourne VIC 3000

Bankers

National Australia Bank Limited 424 St Kilda Road St Kilda VIC 3004

Head Office

Webfirm Group Limited Level 2, 85 Coventry Street South Melbourne Vic 3205 Australia Phone: + 61 3 8695 9199 Fax: + 61 3 9696 0700 Toll free 1300 852 722

Registered Office

Webfirm Group Limited Level 2, 85 Coventry Street South Melbourne Vic 3205 Australia Phone: + 61 3 8695 9199 Fax: + 61 3 9696 0700 Toll free 1300 852 722

Share Register

Computershare Registry Services Pty Ltd Yarra Falls 452 Johnston Street Abbotsford, VIC 3001

Home Stock Exchange

Australian Stock Exchange Limited Level 45, South Tower Rialto, 525 Collins St Melbourne, VIC 3000 ASX Code: WFM

Notes:

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webfirmgroup.com

AI assistant

ADSLOT LTD. — Annual Report 2011

64306_rns_2011-10-27_b1e70acf-eb63-44cc-a660-1c080c7b2e5f.pdf

Contents

Chairman’s Report

Directors’ Report

Information on Directors

Mr Adrian Giles (Age 37) Executive Chairman

Mr Andrew Barlow (Age 38)

Executive Director

Dr Anthony Du Preez (Age 42)

Executive Director

Non-Executive Director

Mr David Burden (Age 49)

Managing Director Chief Executive Officer

Ms Tiffany Fuller (Age 41)

Non-Executive Director

Mr Brendan Maher (Age 43)

Company Secretary

Directors’ shareholdings

Remuneration of directors and senior management

Principal activities

Directorships of other listed companies

Changes in state of affairs

Operating results

Review of operations

Webfirm Division

Matters Subsequent to the end of the financial year

Likely future developments and expected results

Environmental regulations

Dividends

Adslot Division

Corporate

Shares under option

Indemnification and Insurance of Officers

Directors’ Meetings

Remuneration Report

Section 1: Non-executive remuneration

Section 2: Executive remuneration

Proceedings on behalf of the Company

Auditor’s Independence Declaration

Section 3: Details of remuneration

Section 3: Details of remuneration (Continued)

Bonuses

Section 3: Details of remuneration (Continued)

Section 4. Executive contracts of employment

Section 5: Equity-based compensation

Employee share ownership plan (ESOP)

Section 5: Equity-based compensation (continued)

Options - 2011

Options - 2010

Section 5: Equity-based compensation (continued)

Section 5: Equity-based compensation (continued)

Auditors Independence Declaration

Consolidated Statement of

Comprehensive Income For the year ended 30 June 2011

Consolidated Statement of Financial Position As at 30 June 2011

Consolidated Statement of Changes in Equity For the year ended 30 June 2011

2011

Consolidated Statement of Cash Flows

For the year ended 30 June 2011

Notes to the Financial Statements For the year ended 30 June 2011

1. Summary of Signficant Accounting Policies

(a) Basis of preparation

Notes to the Financial Statements (continued)

1. Summary of Signficant Accounting Policies (continued)

(a) Basis of preparation (Continued)

Critical accounting estimates

(b) Going concern

Compliance with IFRS

Adoption of new and revised standards

Historical cost convention

(c) Principles of consolidation

Subsidiaries

Notes to the Financial Statements (continued)

1. Summary of Signficant Accounting Policies (continued)

(c) Principles of consolidation

Business combinations

Foreign Currency Exchange

Notes to the Financial Statements (continued)

ADSLOT LTD. Annual Report 2011