[lindsayrgwatt]

I totally agree that you need a business "model" - but do you really need a "plan" for a site that costs $12,000?

If he can get 260K page views, even a 0.5% clickthru @ only $0.10 an ad is $130. Not great, but if you can do it every day you've got a site that's pulling in $50K in revenue a year. Not bad, but could be something to explore.

I totally agree with you that you need to know where your business is going to go and if you want to get real funding you'd better have a business plan, but if you're running a $12K test, why not just make sure you think there's a model and then test it?