Estimating ad revenue for a business plan?
pedalpete: I'm not a qualified expert, but it does somewhat depend on the market you are after, how integrated ads are in the site, etc.For example (assuming standard banner ads), if you are talking about using adwords for content based ads, you are likely going to be looking at a $1-4CPM (is my understanding). However, if you are more of a social network tool, etc. it seems the CPM's are MUCH lower, in the 0.05 - 0.75 range. 
If you provide a solid branding opportunity for advertisers (likely targeting a very specific market), you could be looking at a $7-9CPM.This is what i have gathered from my limited research and discussions with friends in marketing.