beauty&go:’ globalexpansion
TRANSCRIPT
Beauty & Go: Global Expansion MOORE SCHOOL OF BUS INESS
BRETT BURNS , ASHL ING GR IFF IN , ROSS HOGAN, ELL IE GARDNER
JANUARY 6 , 2016
MeeJng ObjecJves I. Analyze Beauty & Go
II. Iden2fy markets and distribu2on channels to maximize the poten2al of both the product and the JV
III. Determine alterna2ves in moving forward
IV. Detail product, pricing, and communica2ons strategies to op2mize each of the selected channels
How does an idea become a business?
CriJcal Success Factors
Brand Promo2on
Growth in New Markets
New Customer Adop2on
Profit Margins
Key Performance Indicators
$20M revenue by 2019
$3M Net Income by 2019
Improvement in Margins
Brand recogni2on: lifestyle
Analysis
SWOT
Strengths • Exper2se in Health & Beauty
• Patented Product
Weaknesses • Lack of Brand Awareness
• Niche product
Opportuni2es • USA/Mexico • Health movement
• Asia
Threats • Health drinks • Beauty products
B&G’s Value ProposiJon
Leading innova2on
Enhance Consumer Lifestyle
Beauty from Within
Quality of Ingredients
Healthful Brand
Our Customer
Women Age 20-‐60 Health and Beauty Concerns
Mid-‐Upper Class
Awareness
Informa2on
As customers become more health-‐conscious, informa2on and marke2ng around health and wellness has increased.
Customer Purchase Cycle
Financial Performance
32.30% 33.87%
22.36%
11.47%
0
0.2
0.4 Margin by Channel
Retail Distribu2on Health and Beauty Interna2onal Distribu2on Online
Retail, Health & Beauty
enjoy highest margins
Product Life Cycle Growth Stage • Large Investment &
CapEx • New players, not
established • Li>le to no profits
NutricosmeBcs
“Crossing the
Chasm”
Industry Forces
Exis2ng Compe22on
Threat of New
Entrants
Power of Consumers
Subs2tute products
Power of Suppliers
• Smoothies • Cold Press Juices • Skin Care Products
NutricosmeJcs Market
6th wave
$7.4B market by 2020
Few major players
U.S. market CAGR 11.2%
Perceptual Map
Cost
Health Benefit & Freshness
Beauty & Go
Jamba Juice Naked
Juice
Cold Pressed Juice
AlternaJves
AlternaJves Concentrate on Health Drink
Sector
Compete as a health juice
Aggressive placement in
health food and grocery stores
Food Sector and Beauty Sector
Food Sector: Juice product
Beauty Sector: New product
(shot)
Concentrate on Health and
Beauty Market
No grocery/food store
distribu2on
U2lize H&B market channels
Decision Matrix CSF Health Drink Both Health and
Beauty
Brand
New Mkt Growth
New Customers
Profit Margins
Decision Matrix CSF Health Drink Both Health and
Beauty
Brand
New Mkt Growth
New Customers
Profit Margins
ImplementaJon Plan
ObjecJves
Harness Internet Capability
Push Global Sales • Target Markets
Build Brand Awareness to Drive Success
Criteria for Markets & Channels
Market Size and Growth
• Nutricosme2c market
• Large size and growth poten2al
Demographics
• Disposable Income
• Health/beauty conscious
Internet Availability
• Heavy online sales
• Correla2on with disposable income
Criteria for Market PrioriJzaJon
Reach
• Number of poten2al customers
Cost
• Cost to enter / establish channel
Control of Brand
• Promotes Value Proposi2on
Target Market
• Exposure to target customer
ImplementaJon Strategy
Market & Channel
Penetra2on
U.S. & Mexico
Specialty Stores
Europe: U.K. Spain, France
High End Bou2que
Japan & China
Premium Retailers
Global
Online
Internet Pla[orm My Beauty and Go.com • Offer Monthly Subscrip2ons • Offer Individual products • Roll out addi2onal products (shot and concentrated gel)
Retail Partners • Niemen Marcus, Harrods, etc. • Broader access and sales ability
Online Retail Giants • Amazon, Alibaba • Capture broad market
Growth in USA Product
• Health and Beauty Drink • Monthly Subscrip2on
Price
• Premium • Premium with subscrip2on incen2ve
Communica2on • Online • Facebook, Twijer, Blog
• Ambassador • Mila Kunis/Ashton Kutcher
• Event Sponsorships • Print ads: Vogue, Elle, Cosmopolitan
Events and Partnerships Events Lifestyle brand focus Beauty and Fitness Blogger Conven2on
Rejuvena2on retreats
Celebrity Markets Oscars
Yoga Conven2on
Partners Lululemon
Oiselle
Yoga Bou2ques
Cosme2c brands such as OPI
Vogue
USA Sales LocaJons Niemen Marcus • Previous partnership with Natura Bisse
Upscale Health Clubs • Equinox
Spas/Casinos
Resorts
Dermatology/cosme2c surgery markets
Mexico 10th Largest Country • Guadalajara • Mexico City • Monterrey
Love for style of the “extranjero” • Influence from Spain • Influence from the U.S.
Entry: High End Department Store • Plaza del Hierro • Similar to El Corte Ingles
Growth in Europe
• UK • France
Countries to focus on:
• Wealthy older popula2ons • Large upper and middle classes • One of highest per capita rates of H&B spending
Benefits:
• Premium price Promote as high end fashionable health &
beauty drink
Growth in Europe Place in Luxury Hotels, Wellness Centers & Spas, Upscale Health Club
Influencers: High profile ambassadors
UK: • Con2nue expansion with high end retailers • Recep2on audience
• Avoid Tesco! • Expand to Harrod’s in London
France: • Launch event in Paris • Sponsor fashion show(s)
Asian Markets
Countries to Focus on:
• China • Japan
Dispropor2onate amount of income spent on H&B segments
High degree of trust in western beauty products
• Can command a premium price
Asian Markets China: • Enormous older popula2on • Rapidly growing upper middle class • Largest e-‐Commerce market • Over 60% annual growth • Over 200 million customers
• One of fastest growing segments is Men’s Beauty Care
Japan: • Government open to foods for specified health uses • Large older popula2on • Spend more per capita on beauty care than anywhere else
Asian Markets
• Adapt taste to Asian palates • Dislike if too sweet
Product:
Price as a premium product
Promote to both men and women
• Asia is world’s largest e-‐Commerce market
Placement of product in stores and online
• Online Ads, Blogs, Social Media, TV ads, product placement in movies
Channels of communica2on
Timeline Year 0-‐1 Year 2 Year 3
Est. channels in North America
Marke2ng Campaigns
Launch US/Mexico
Est. Channels in Asia
Asia expansion
UK Growth
Est Channels in France
Launch in France
Key AssumpBons:
Promo costs 50% of revenue in first year, then 40%
6% margin increasing to 16% due to use of higher margin channels
Cost of sales 40%
Pro Forma Income Statement Numbers in Euros
2016 2017 2018 2019Sales volume (units) 3,000,000 3,540,000 4,425,000 5,752,500 Price per unit 4.08€ 4.08€ 4.08€ 4.08€ Growth Rate 18% 25% 30%
Revenues 12,240,000€ 14,443,200€ 18,054,000€ 23,470,200€ Cost of Sales (4,896,000) (5,777,280) (7,221,600) (9,388,080) Gross Margin 7,344,000 8,665,920 10,832,400 14,082,120 Promotional Cost (6,120,000) (5,777,280) (7,221,600) (9,388,080) Overheads (179,419) (211,715) (264,643) (344,036) EBITDA 1,044,581 2,676,925 3,346,157 4,350,004 Depreciation (60,418) (71,293) (89,116) (115,851) Tax (253,229) (298,810) (373,513) (485,567) Net Income 730,934 2,306,822 2,883,527 3,748,585
Pro Forma Financials 2016 2017 2018 2019
Sales volume (units) 3000000 3540000 4425000 5752500US & Mexico 450,000 531,000 663,750 862,875 Europe 1,200,000 1,416,000 1,770,000 2,301,000 Asia 900,000 1,062,000 1,327,500 1,725,750 Online 600,000 708,000 885,000 1,150,500 Sales volume (units) 3,000,000 3,540,000 4,425,000 5,752,500
US & Mexico 15% Europe 40% Asia 25% Online 20%
Budget
PR & Adver2sement 20% Promo2ons and Events 60%
Website Support 10%
2016 2017 2018 2019
5,875,200€ 6,932,736€ 8,665,920€ 11,265,696€ PR and Advertisement 1,468,800€ 1,733,184€ 2,166,480€ 2,816,424€ Promotions and Events 4,406,400€ 5,199,552€ 6,499,440€ 8,449,272€
734,400€ 866,592€ 1,083,240€ 1,408,212€
Promotional Expenditures:
Website Support
Key Performance Indicators
$20M revenue by 2019
$3M Net Income by 2019
Improvement in Margins
Brand recogni2on: lifestyle
Risks & MiJgaJon Risks MiBgaBon Risk WeighBng (High,
Medium, Low)
Brand Erosion from On-‐Line Channel
Maintain premium price and any 3rd party selling
Medium
CompeBtor Entry into Macro-‐anBoxidant
First Mover Advantage; Premium Posi2oning
Medium
Slow Customer AdopBon
Event Sponsorships Medium
Foreign Currency Hedge High
IP in China Will not produce in country
Low
Thank You!
Q&A
Appendix Mee2ng Objec2ves
Cri2cal Success Factors Key Performance Indicators
SWOT
B&G’s Value Proposi2on Our Customer
Product Life Cycle Industry Forces Perceptual Map
Alterna2ves Decision Matrix
Implementa2on Plan
Objec2ves Criteria for Markets & Channels
Implementa2on Strategy
Internet Plasorm
Growth in USA Mexico
Growth in Europe Asian Markets
Timeline
Pro Forma Financials
Risks & Mi2ga2on
Brand Awareness
4%
22%
58%
4% 1%
6% 3% 2%
PromoBonal Costs Market Studies
PR
PromoBons and Events Samples
Trademark
Web Page
Travel
Others
Net Present Value 2016
Net Income 730,934 Depreciation 60,418 Tax 253,229 Adjusted Cash Flows 1,044,581 WACC 14%NPV $8,903,648