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