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GROUP 7

GROUP 7. Core Values: Be Eesome at everything we do. Earn customer loyalty by example. Relentless innovation and development. Combine quality with affordability. Maintain strong communication with customers. We are E esome.

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GROUP 7

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  1. GROUP 7

  2. Core Values: Be Eesome at everything we do. Earn customer loyalty by example. Relentless innovation and development. Combine quality with affordability. Maintain strong communication with customers. We are Eesome

  3. “Our mission is to make Eesome the most trusted brand in hair care by providing convenientand quality hair styling tools for our clients to use anywhere, anytime.” Mission Statement

  4. Most current hair tools lack a cordless or rechargeable feature • Competitors cordless lack quality results • According to our survey: • “Provided that chargeable, cordless hair tools and other mid-high quality hair tools would give you the same salon look results, would you purchase a cordless, rechargeable hair styling tool? • 91.2% said yes Market Opportunity / Problem

  5. Responses indicate that customers value durability. A close second, price and advanced technology are equally important, followed by brand recognition.

  6. Clients want the convenience of cordless, chargeable hair tools without giving up the quality of results or having to settle for travel size/mini products. Current cordless, chargeable products lack in build quality, hair results quality, durability, and do not utilize the more advanced technology for hair tools that are available. Unmet Need

  7. The most important reason for purchasing a hair styling tool is the quality of hair styling results it produces.

  8. The Eesome Cordless Kit: • Does not require a power outlet for each use. • Has no messy, tangled cords. • Is portable and convenient for on-the-go use. • Produces salon quality results. • Has quality framework and durability. Unique Value Proposition

  9. Eesome Classic Kit • Straightener, dryer, and curling iron • Universal individual carrying case • Heat resistant pouch • Price: $199.99 Our Product

  10. EesomeStraightener • 1” Plates • Heat Settings: • 300 • 340 • 375 • 400 • Automatic Turnoff after 30 Minutes

  11. eesome Curling IRon • 1” Barrel • Heat Settings: • 300 • 340 • 375 • 400 • Automatic Turnoff after 30 Minutes

  12. Eesome Dryer • Three Settings: • Low Heat • High Heat • Cool Air • 1500 watts

  13. Lithium-ion ultra life battery pack • Longest life cycles • Up to 1,000 charge cycles before replacement • Charge time: 1 hr • Use time: 3hrs • Safety issues • On button must be held down for 3 seconds to turn on • Automatic shut off after 30 minutes • Travel Accessibility • Short circuit and flame proof • Allowed on carry-on and checked baggage Product Specifications

  14. Trends: The hair care industry is expected to increase 3.3% to $49.3 billion by 2017 • 2012: personal care appliances • Volume: solid 3% growth 129 million units • Value: 8% growth to reach US $4.4 billion • 2017: Personal care appliance industry is expected to reach volume sales of 149 million units and sales of US $5.8 billion *2013 SBDCNet News Magazine ; EuromonitorInt Feb 2013 The Industry

  15. Target Market/Market positioning • The market is customers ages 18-50 • active/gym-goers • students • professional employees • Parents • Women 35 to 54 spend 32% more money on hair care products controlling 52% of the market 2013 SBDC Net News Magazine ; Euromonitor Int. Feb 2013

  16. Target Market/Market positioning

  17. Within the 18-50 target segment, most were students. Responders indicated they were active and worked out often or were constantly on the move.

  18. Initial assumptions • Product price $99.99 • Kit: hair dryer, straightener, and curler • Distribution: • Sally’s Beauty Salon, Ulta and Sephora • Validations • Product price $199.99 • Kit • Carrying case • Heat resistant pad • Distribution • Sephora Growth & Value HypothesisMinimal Viable Product Analysis

  19. Responses indicate that consumers are willing to pay within the 150-200 dollar range for our kit.

  20. Channel & Promotion strategy • Partnership with Sephora • Product available in all US Sephora stores and Sephora’s website • Initial promotion will be through Sephora • Featured on homepage • Actual model available in stores to view • Further promotion • Eesome’s online website  will link to Sephora’s for puchase Marketing Plan

  21. Responses indicate that most customers purchase hair styling tools at hair salons and beauty shops.

  22. The majority of responders indicated that a hair professional’s recommendation would most convince them to purchase the product. The availability of a product in many locations was also important.

  23. Conair • 2012: Conair Corp leads personal care appliances with a 31% share of volume sales • Sells cordless hair appliances • Lower prices • Name recognition • Lack Eesome’s advanced technology • Chi • Sells cordless hair appliances • Higher prices • Name recognition • Lack Eesome’s advanced technology EuromonitorInt Feb 2013 Competitors

  24. Competitive matrix

  25. Facilitiesand Personnel • R&D, Warehouse management, Manufacturing & customer service • Procurement & Manufacturing • Obtain raw materials such as ceramic plates, framework, heat resistant pouches, etc. • Lithium-ion battery • Assembly of hair styling tools and kits • Headquarters • Manage all activities of Eesome • House customer service personnel • Inventory storage facility • Store kits • Manage orders with Sephora based on consumer demand • Distribute kits to Sephora Operations Assessment

  26. Technical Risk (High) • Theft of currently unpatented intellectual property • Risk of possible imitation • Will file to patent • Market Risk (Moderate) • There is an increasing demand for hair care appliances • Brand recognition is important in this market • Smaller number of competitors with same product • Cost Structure (Low) • Our product is competitively priced for its quality • Financial Risk (Moderate) • Start up costs • Operations Risk (Moderate) • Distribution channels / partnerships Risk Assessment

  27. The value chain

  28. Timeline / Roadmap BREAKEVEN POINT!

  29. Contact Us! • Twitter: https://twitter.com/EesomeInc • Facebook: https://www.facebook.com/Eesomeinc Questions?

  30. http://www.sbdcnet.org/small-business-research-reports/beauty-salon-2012http://www.sbdcnet.org/small-business-research-reports/beauty-salon-2012 http://www.portal.euromonitor.com/Portal/Pages/Analysis/AnalysisPage.aspx References

  31. Backup Slides

  32. Sodium-ion • Battery cost will less than a dollar per large order. • Lithium-ion batteries will hold or increase in price because of metal scarcity and competition • Replacement of battery will be less for the customer. Product

  33. FAA Guide Chart Our Product is both short circuit, damage proof, and flame proof.

  34. Business Model Canvas • Key Partners • Sephora • Key Activities • Manufacturing • Inventory management • Distribution • Value Proposition • Cordless • Chargeable • High quality styling results • High quality build of tools • Customer Relationships • Sephora consumer base • Customer Segments • General: women age 18-50 • Active • Travel often • Parents • Employees in professional setting • Key Resources • Partnership with Sephora • Channels • distribute prodcuts to Sephora • Cost Structure • initial funding from personal investments, outside investment, and loans. • Revenue Streams • Break-even expected Year 3. • Revenue generated from increasing sales of hair tools kit at $199.99 each.

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