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Accelerated Growth Plan

Accelerated Growth Plan. Nautique2 Dated xx/xx/xxxx. Executive Summary Elevator Pitch on what we do (our value proposition) Market and Opportunity What problem do we solve (customer needs) How do we solve it : our products / solutions Sales & Marketing: how do we sell

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Accelerated Growth Plan

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  1. Accelerated Growth Plan Nautique2 Dated xx/xx/xxxx

  2. Executive Summary • Elevator Pitch on what we do (our value proposition) • Market and Opportunity • What problem do we solve (customer needs) • How do we solve it : our products / solutions • Sales & Marketing: how do we sell • Channels to market (partners, direct, agents) • Our commercial model (how we make money) • Competitors and potential obstacles • The team to achieve this • The financials to fund it • Operations to support this • Project Plan for implementation • Core Assumptions and Key Metrics (KPI’s) Contents

  3. Nautique Aftershave

  4. Nautique develops and sells a rage of top quality male cosmetics, branded as an outdoor sports lifestyle product, sold at an affordable price and accessible in main stream retail stores throughout Europe • Nautique will be the leading male cosmetics brand in Europe, based on quality and price Elevator Pitch

  5. The Global market for male cosmetics is €XX billion • USA €XX b, Europe €XX b, ROW €XX b • The market is growing at a rate of XX% pa • Top 10 brands account for xx%, non branded xx%, gap in mid market rage of branded cosmetics • Nautique currently have XX% of Irish & UK market, based on this they expect XX% of European Market • Sell through major grocery and Pharmacy retailers who represent XX% of all cosmetics sold using key distributors • Sales of Nautique cosmetics increased from 0 to XXk in XXX retail store in Ireland and UK currently represent xx% of male cosmetics with three products only (aftershave, shampoo, moisturiser) Market & Opportunity

  6. Males want good quality cosmetics at an affordable price with good brand image (market growing) • Retailers want high margin mail cosmetics that are well branded and good quality so repeatable business • Nautique produce better quality male cosmetics at half the price of top brands with cool outdoor sports brand • Retailers make high margins, consumers get quality product at lower price and enjoy the brand image • Compelling brand, product quality and price in local retail stores (convenience) • There are no market leaders in this space, gap in the market What Problem do we Solve?

  7. Our outsource manufacturer is a leading researcher and manufacturer of cosmetics • They can guarantee a better quality product by adding certain ingredients (e.g. more fragrance oil in aftershave) • We are targeting males aged between 20 and 40 who play / enjoy / aspire to out doors sports, • Products are functional to protect against weather (UV protection, moisturisers for wind etc) • Beautiful branding, easy to use packaging for outdoor life • Available in all major retail stores at a very low price point • Make it cool to use Male cosmetic but encourage through outdoor protection from the weather • No other brand has filled this gap in the market and focused on the outdoor life (cosmetic and purposeful) How do we Solve it?

  8. We distribute through major cosmetic wholesalers selling main stream cosmetics like J & J, target three in Europe (a,b,c) • Some smaller distributors on board today that will act as references (happy with products, sell through and margins) • Focused marketing, Point of sale promotions in store, outside store, and using demonstrators & testers (proven to work) • High margins given to all resellers, as opposed to high profit to Nautique, to win shelf space and retailer marketing budgets • Strong use of online marketing, blogs, social media, sports web sites using key influencers, sports stars and young outdoor leaders • High quality point of sale branded materials, sports & sailing gear • Market comms plans: PR, Guerrilla Marketing, Advertising • Sponsorships of sailing clubs, sports clubs, free grear, samples • PR around protection against skin cancer, wind burn, ageing etc Sales & Marketing

  9. X, Y & Z Distributors reach x,xxx retailers across Europe, focused on countries a, b and c • We focus on selling our total value proposition to cosmetic distributors, pull & push through sales to consumers • Margins to Distributors 50%, retailers 50% • Start in countries a, b and c, grow to x,xxx pm before entering new country • Use local account manager for distributors • Use in-store promotions agency for pull through • Appoint PR agency locally, use local radio etc Channels to Market

  10. 50ml Aftershave: Cost to produce €2, sell to distributor for €4, they sell to Retailer €8 retails at €16 plus VAT = €20 (other brands €40) • Volumes per store through retailer x = 20,000 pa • Total margin per store = €40k pa in store promotion costs = €10k pa • Ad Agent fees on per store basis €5k • Net margin for business = €25k • Other products similar commercials different price points Commercial Model

  11. Key competitors are top branded cosmetics (Polo, Boss, Gant, Prada) • We offer better products at half the price • They cannot match our prices and will not distribute through same channels • We need top brand channels also for credibility, they could block us • They could discredit our brand and products • They could outspend our advertising • They could create a new product to compete Competitors & Obstacles

  12. Great team with lots of experience in cosmetics • Our head of R & D has worked with our outsource partners, best for R & D in this area • Need to hire a CMO with cosmetic retail experience • Commercial Head good contacts with key distributors • Team have share options and 100% bonus packs • Our vision is big the team enjoy the challenge The Team

  13. We have invested over €1ml in R & D to produce 5 key products (aftershave, moisturiser, balm, shampoo & shower gel) • Sales to date €1.5 ml Ireland, €2.5 ml UK • No Capital requirements going forward • All costs are variable based on sales apart from salaries • Will bring in new VC investment at value of €10ml to accelerate sales in Europe • Key expenditure is marketing as we deploy new distributors and retailers, cost per distributor up to €500k • Once operational a distributor will pay back initial investment in 1 year and then contribute min €1 ml pa Finance

  14. 3/5 Year P & L Plan

  15. Senior Management all home workers • Meet once a month to coordinate strategy • We buy our unique fragrance from Grasse France (IPR) • Outsource company supply all other ingredients • Bottling and packaging supplier by outsource partner • Distributor takes order from retailers, drives production on floor of factory • We carry 10 months of stock, goods have 5 year life so can store easily, held in Outsource factory (low cost of storage) • All other operations run using Cloud services • Logistics managed by outsource company, one drop to distributor HQ so very low cost per product Operations

  16. Project Plan

  17. Sales per Store per day, week, month, year • Sales per region per day, week month, year • Sales per Distributor per day, week, month, year • Costs per store, region, distributor, country • Margin per store, region, distributor, country KPIs

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