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Copy of Changes to the Industry

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by

john bowers

on 31 December 2013

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Transcript of Copy of Changes to the Industry

vitamins
from oils
Trends
People in the west display 26%
of all tattoos in the nation
There are over 1,400 Tattoo parlors in OR, WA, CA
There are 1.2 million people age 25-49 with tattoos in Oregon
Portland is the #5 city in the nation with the most tattoos
THE PROJECT
PHASE 1
Analysis, discovery and market strategy leading to preparation of investor proposals
PROJECT OVERVIEW
3 phases
PHASE 2 (future)
Develop investor proposal
Secure start-up funding
Begin manufacturing

PHASE 3 (future)
Launch product
Marketing and sales

SITUATION ANALYSIS
The west is one of the most inked areas of the county
The ink community has evolved
Folks with tattoos have progressed from biker bars to board rooms
Tattoos are revered as life-long personal symbols of artistic expression
Tattoo parlors have evolved into art studios
There’s a need for tattoo after care products that live up to the standards people with ink deserve
product overview
MISSION
Become a leader in the tattoo industry by selling the highest quality, all natural tattoo care products to individuals that know and appreciate the difference between enso and other products on the market.
VISION
enso is committed
to artistic expression ensuring a lifetime of
vibrant, living, breathing, art.
Provide a unique value proposition in the market for tattoo care products
Compel tattoo salon owners with the enso story and product differentiators to encourage adoption and promotion
Engage consumers with branding and messaging that lures them into trying the products
Deliver a compelling business proposition to investors to acquire funding and support
GOALS
QUESTIONS and COMMENTS
lessons
Lack of business planning and
brand development.
lesson #1
lesson #2
No leadership or distribution of responsibility
lesson #3
Lack of commitment from business partners
lesson #4
enso’s aftercare balm is composed of healing properties from all of its competitors' products and has included components to enhance its ability to prevent infection
zinc oxide
panthenol
comfrey
magnesium chloride
aloe vera
calendula
extract
essential
oils
Financial Analysis
Fixed Costs..............................................$30,000
Variable Costs.........................................$60,000
Soft Launch Marketing.......................$108,000
Revenue Assumptions
Average 10 tattoo studios per month

Each tattoo shop sees an estimated 60 clients per month

Tattoo artists up sell 5% of their customers with enso's balm and 4% with the lotion.

Online retail sales

Revenue Projections
Year 1............................................................
$136,000

Year 2............................................................
$76,000

Year 3............................................................$Profit
SWOTT
Risk Analysis
Community Involvement
Strategic Alliance
Donate 50 samples per student
Continuing the relationships
Discount code for future online purchases
Alumni
Future relationships with other schools
Community Partner
3% of net profits donated
Awards
Scholarships

Marketing Strategy
Summary
Build the brand
Integrated approach
Grassroots

Research Overview
129 survey respondents

Interviews
• Media planner/buyer
• Small business
• Tattoo salon owners
• End users

Target Audience
Adults 25-49 with tattoos
• Approximately 1.2 million in Oregon

Tattoo salon owners
• 1,400 tattoo salons in OR, WA, CA

Audience Potential
66% have used tattoo care products in the past

41% feel a balm and lotion are necessary to care
for their tattoos

71% would use tattoo care products within the
first five days of receiving a tattoo

85% would buy tattoo care products from retail stores
and tattoo studios

Seven P's
Online Presence
Website
Pandora
Video
Advertising
Bus Kings
b2b marketing
Gross Impressions
B to B
Direct marketing - 2,800

Consumer
Bus kings (PDX) - 5,819,460
Bus kings (EUG) - 2,251,860
Pandora - 2,800,000
Google - 4,000,000
Facebook - 5,000
YouTube - 1,000

Public Relations
Press release - Top 15 publications

Total Gross Impressions
14,880,120

Marketing and Advertising Costs
B to B Direct Marketing $2,800

Bus kings (production + media) $43,000

Pandora (production + media) $35,000

Google paid search campaign
25 key words + admin $20,000

Facebook advertising $5,000

Public Relations
Product launch press release
and pitch $1,500

Total Marketing Budget Estimate
$107,300

aftercare
balm
deep
moisturizing lotion
enso balm
enso's
deep moisturizing

lotion
unique blend of silicone oils and minerals
phenyltrimethicone
dimethicone
bismuth oxychloride
high refractive index (shine)
pearlescent effect
Lack of funding
position
unique ingredients
natural
exclusive
high end
original
nod to artistic expression
Search
the competition
Composed of oils and wax
can be prepared in any home kitchen
Price: $6-$17 /oz
Oil
Water
unique
formulation
water in oil emulsion
water based ingredients
hydrophilic-lipophilic balance
dissolve solids
OTC drug products
off label use
petroleum based
"I would pay a premium for tattoo products that were guaranteed to work, just like I’m willing to pay a premium to get a good tattoo/artist. Tattoos are forever and worth the investment!" -Kendall Clark
Price: $1-$10 /oz
Retail $20
Wholesale $10
Retail $25
Wholesale $12
Year One Costs.......................................$198,000
brand
learned
https://docs.google.com/file/d/0B5GLnZJNbcb0b0pYaXdaVEJfOE0/edit
https://drive.google.com/#folders/0B5GLnZJNbcb0SGM4c0lqdi1PcHM
https://docs.google.com/file/d/0B5GLnZJNbcb0MHFDdENpaGQ0UzQ/edit
https://docs.google.com/file/d/0B5GLnZJNbcb0THNiYWF4X3BrS0E/edit
https://docs.google.com/file/d/0B5GLnZJNbcb0VFU2YjBVbHk1SlU/edit
https://drive.google.com/#folders/0B5GLnZJNbcb0dXpreTU5akVNVnc
enso
Conclusion
Phase 1 complete
Secure investor funding by June 2014
Begin manufacturing by January 2015
Launch marketing by March 2015
References
1) statisticbrain.com/tattoo-statistics/

2) goleads.com/count.asp

3)harrisinteractive.com/newsroom/harrispolls/tabid/447/mid/1508/articleid/970/ctl/readcustomdefault/default.aspx

4) totalbeauty.com/content/gallery/most-tattoos/p63252/page7
Funding Needed....................................$250,000
https://docs.google.com/file/d/0B5GLnZJNbcb0NE5VczItWXh4M2s/edit
https://docs.google.com/file/d/0B5GLnZJNbcb0eFFlRG4tUkdqMDQ/edit
https://docs.google.com/file/d/0B5GLnZJNbcb0QmVubkF1bXd1a3M/edit
https://docs.google.com/document/d/1ymCol45RN7M-nTbNTR_hmv8-oJrjDzZ6uSwNEnSe8TQ/edit
https://docs.google.com/spreadsheet/ccc?key=0ApGLnZJNbcb0dC12X2RCMHpGd1A3ZWJ5dzV1ZzNrd2c&usp=drive_web#gid=0
Full transcript