1. Risk factors
   1. Operating history
      1. New company
      2. Not long history of operation
   2. Manufacturing
      1. Extreme dificulty to obtain molded cases
      2. No assurance problem will be solved
   3. Cash flow x rapid growth
      1. Rapid growth
      2. Potential market fluctuations
      3. Severe cash flow management dificulties
   4. Management
      1. Young
      2. In-experienced in high-volume consumer electronics business
2. Introduction
   1. January 1976
      1. Apple Computer Co.
         1. Partnership
         2. Los Altos, California
         3. Apple I single board hobby computer
   2. January 1977
      1. Third member
      2. $250,000 financial baking
   3. May 1997
      1. Shipment of Apple II
   4. September 1997
      1. $756,391 cumulative revenue
      2. $48,882 net retained earnings
   5. 1978 Business Plan
      1. $14 million revenue
      2. $2 million earnings
      3. Capital needs: $3 million
3. Personal Computer Benefits
   1. Personal pleasure and enjoyment
   2. Increased variety of entertainment
   3. Time saved
   4. Money saved
   5. Better financial decisions
   6. Increased leisure time
   7. Complete security of personal information
   8. Elimination of wasted paper, energy and storage space
   9. Increased personal comfort
   10. Increased learning efficiency
   11. Increased knowledge of computers and related technology
   12. Protection from fire, theft, and personal injury
   13. Non-verbal communication ability
   14. Reduced polution
4. Personal Computer Market
   1. Definition
      1. All computers
      2. Related peripherals
      3. Software
      4. Sold for non-business uses
   2. Hobby
   3. Entertainment
   4. Programmable personal calculator
   5. Home
5. Product plan
   1. Mainframes
      1. Apple II
      2. Apple II A
      3. Apple II B
      4. Apple III
   2. Peripherals
6. Merchandising
   1. Media
   2. Co-op advertising
   3. Point-of-sale posters
   4. Public relations
   5. Direct mail
7. Distribution
   1. 180 authorized dealers
   2. To decide
      1. Department store chains
8. Competition
   1. Hobby
      1. Southwest Technical Products
      2. Processor Technology
      3. Cromemco Inc.
      4. Not on Apple strategy
   2. Small Business
      1. Not on Apple strategy
   3. Personal Computers
      1. Tandy TRS-80
      2. Comodore - PET
      3. Expected competitors
         1. Texas Instruments
         2. Atari
9. Staff
   1. A.C. Markulla
      1. Chairman of the Board
   2. M. M. Scott
      1. President
   3. S. P. Jobs
      1. V.P. Operations
   4. S. G. Wozniak
      1. V.P. Engineering
   5. F. R. Holt
      1. Chief Engineer
   6. Dr. W. B. Sander
      1. Staff Cientist
   7. Gene Carter
      1. Director of Dealer Marketing
10. Source
    1. http://www.computerhistory.org/highlights/earlyapple/