You’re different from everyone else
So why buy the same thing in the same way that everyone else does?
It is time to say
NO
to toxic
mass-produced
one-size-fits-all
products off-the-shelves
products that harm
our trees
our animals
and our households
don’t be like this
you deserve a better shopping experience
one that is fun and interactive
with great design and stunning imagery
an experience that gives you enough curated choices
to exercise control and power
but with expert guidance and recommendations
to feel confident and not overwhelmed
because creativity loves constraint
express yourself from deep within
BY personalizing items that you use everyday
because your outside is a canvas for who you are on the inside
create thoughtful gifts that will delight your family and friends
no more false gimmicks and deceptive labeling
support locally-based businesses
help us give jobs to people
be part of a bigger cause
reconnect with nature
be the cool one among your friends
be unique
Who are our customers?
Meet Felicia
Felicia is a 24-year-
old working
professional living by
herself in the city
with a disposable
income who spends
most of her free
time online.
Her HabitsCreativity and Personal Expression• She loves being creative and feels the need to express herself from something deep within her. She
does so by blogging, filming YouTube videos, capturing pictures with Instagram, writing beauty reviews, creating fashion collages on Polyvore, contributing articles to female magazines, commenting on beauty websites, participating in forums and bookmarking beautiful pictures on Pinterest.
• With so much time spent online and on her mobile, it is no wonder that she has weaker interpersonal skills
Openness, Social Sharing and Validation• She likes the social validation that comes from her tribe in the form of Facebook likes, Twitter
retweets and Pinterest repins. She spends time sharing interesting links with her friends on Skype and Gchat.
Shopping• She uses at least 10 different personal care products a day. She sells and buys handmade jewelry on
Etsy. She subscribes to Birchbox. She downloads shopping apps on her phone.
Engagement• She wants good advice and guidance but retain the power and given enough choices to make her
own decisions. is easily distracted and needs to be constantly stimulated and engaged.
Her interests
Health and Beauty Wellness• She takes good care of her skin and
appearance because she believes that the outside is a canvas of who she is on the inside.
• She has no brand loyalty and would try out new brands that appeal to her.
• She puts life before jobs
Her Social Identity
• She is an early adopter, an influencer and a tastemaker. She reads beauty blogs and magazines because she likes to be the first to know about the latest trends. If anything catches her eye, she’ll share it with thousands of friends and followers on social media networks.
• She is hipster. She is unique and likes to differentiate herself by rejecting mass-produced products.
Her Values
• She is altruistic. She is mindful of of how her purchases affects the environment and likes to be a part of a cause bigger than herself.
• She values authenticity and buys things that represents who she is. She is well-informed and can see through deceptive labeling and false gimmicks. She is distrustful of faceless corporations that will do anything at the expense of profitability.
Business model
Open Innovation
• Link our customization platform and internal resources to the outside world (let the customers tell us what they want through a guided process)
• Instead of an internal R&D process, structure an open R&D process that invites partners and customers to participate in the creation of end products
Long Tail
• Offering a large number of niche products, each of which sells relatively infrequently
• Low inventory cost and strong platforms
Marketing Strategy
Strategy
Form deeper relationships with a group of early-adopters and tastemakers who will be the evangelists of our products.
Lower acquisition costs since early-adopters like to be the first to access a product.
They are more willing to try it out and more forgiving of a less-than-perfect product.
Distribution
– Kickstarter Campaign
– Affiliate Traffic
– Referrals
– Search Engine Marketing (Google Adwords, SEO)
– Media Exposure (female magazines and websites)
– Public Relations (sending out personalized products to bloggers and other big brands)
Market Size
Market Size• Global Market Size: $350 Billion Per Year (According to
Euromonitor)
• U.S. Market Size:– 2010: $33.3 billion– Growth of $2.6 Billion
• U.S Organic: – 2010: $5 billion– Growth of $1.7 Billion
• Skincare: Largest portion of the beauty industry
• E-commerce & mass customization are new markets that have high-growth
Other Industry Trends
• Recession-proof (Consumers may not buy cars of diamonds, but they still indulge in small guilty pleasures)
• Products have high profit margins (Lower cost of goods sold) and customers are willing to pay premium
• Lower customer acquisition costs since it is easier to go viral as women are communicators and top users of social media networks and shopping
Funding
• Crowdsourcing
• Venture Capitalists
• Incubators
Risks
• Raw Materials
• Time
Meet The Team
Melissa Lim (Team Leader)• Managed a cross-functional
team of 11 at Singapore’s No.1 Women’s Website
• Managed beauty events with over 2000 attendees
• Part of a team that launched a women’s magazine that sold out upon launch
• Launched OpenRice.com, Asia’s No.1 Online Dining Guide in Singapore
Filippo Zanella
• PhD Candidate at University of Padua, Italy
• UCSB Visiting Researcher
• Team Leader of A-Pole, mobile application development Studio, team just got accepted to H-Farm one of the top incubators in Europe
• Fencing Champion in Santa Barbara
Russell Palmiter• Technical and product
management roles across various domains such as small business accounting (Intuit), creative professionals (Adobe), CRM (Salesforce), e-Commerce (Swimoutlet) and medical devices (Alcon)
• Masters in Computer Science
• Founder of IzKit, an e-commerce software provider
Valentina Pachova
• Physicist by education
• Working at Origins, a company that prides itself as being powered by nature and proven by science
• Brings her love and research for natural ingredients to our project