Shopping

Women Love Shopping

HAPPY

Long Shopping Hours

Spend tons of Money

Buy loads of clothes

HER wardrobe

That’s HER

An average woman has about 22 garments in her wardrobe that she will never wear

Women spend more than £1.6 billion on more than 500 million items of

clothing they will never wear.

15,534 miles

=Four and a half times the distance between London and New York.

LONDON

NEWYORK

SHOPS

SHOPS

WAY THEY SHOP

DISCONT

Branded Wear peddled in the name of Fashion Clothes

Dressing up is a science

• Despite a huge basket and variety of clothes to choose from, the womenare still not able to find that right piece of cloth for themselves

• Fashion Advisory and Image Consultancy still inaccessible to non-metrocities – large number of women travel to the metro cities for their fashionwear purchases

• Mass Manufactured Branded wear being peddled in the name of FashionClothes – an unmet need of personalized and distinguished fashiondesigning service

• Designer Wear – Low Sales - Access Limitations, Price Points andPerceptual problems

NEED

Suyash Manish Sunny

B. F. TECH NIFTMBA IRMAExperience: 2 years

• Business Development• Event Management• Marketing

B. F. Design NIFTExperience: 5 Years

• Own chain of 4 Stores• Bollywood Styling• Caricature• Buying and

Procurement

B. Com. Hons.MBA IRMAExperience: 6 Years• Customer Service

Industry• Banking • Consulting

TEAM

VALUE PROPOSITION

Fashion Consultancy

Clothing Recommendation Engine

Designer on call/chat

Designer Database

Biggest Aggregator

E-commerce

• One Stop Solutions Provider for Fashion Consultancy by providing fashiondesign service to the ‘un-fashioned‘ mass market by aggregating fashiondesigner-wear from the designers and customer demand for personalizedfashion-wear and un-catered customer segments

• Value-add services

Fashion Designers available for video chat on a click of a button Personal Style Assessments Special Orders for Marriages and Events Personalized Shopping Live Chat with fashion designers

VALUE PROPOSITION

• Patented (under application) Algorithm based recommendation engine on thefront end - Help our users find the clothing which is best suited for them

• We will bridge the gap between what they desire and what clothes they are ableto find. We intend to save time and money and also the hassle that ensues.

• Tie-ups with fashion brands, fashion designers and boutiques on the back end

• Fashion and Image Consultancy

• Customized solutions to unique fashion emergencies – we plan to create anational toll-free helpline addressing fashion disasters

HOW DO WE SOLVE THE PROBLEM

Best OutfitSave time Save money

Perfect Size

Perfect Style

Perfect Fit

PerfectAccessory

Perfect

YOU

• Fashion conscious consumers (brackets indicate age groups)

Teenagers (13-19); College students (20-26) & Working Women (26-40)

• Income Profiles : Middle-Class, Upper-Middle Class & Upper Class

• Location Profile : Tier 1 and Tier 2 cities

• Busy consumers like Working Executives, Businesswomen

• Consumers who cannot afford professional style counseling

• Atypical bodied customers like excessively short/tall and obese females

• Foreigners travelling to India

• Occasion Specific like Wedding, Party Theme, etc.

OUR CUSTOMER

Dead Stock at Discounted Prices

COMPETITORS

• Our Offering: Instead of just selling random clothes to random people at randomdiscounts, we suggest our users the clothing which is most suitable for them

• Our Positioning: Fashion and Image Consultancy

• Points of Differentiation :

First-movers’ advantage in a largely untapped market

A unique and innovative patented (under application) algorithm basedrecommendation engine developed after

• A year of extensive study about female body shape and size

• Interviewing over 30 top designers and fashion experts from India

Connecting middle class women with top fashion experts from India

Makes designer wear accessible to women in Tier-II cities

DIFFERENTIATION

Fashion & Image ConsultantRecommending ClothesPersonnel ShoppingStyling

POSITIONING

Connecting middle class women with top fashion experts from IndiaMakes designer wear accessible to women in Tier-II cities

Existing Customers

Email Base

Exhibitions Tie-up

Kiosk Activity

Blog

Offline

Online

Facebook, Twitter, Pinterest

CUSTOMER ACQUISITION

Offline• Exisiting Customers

Over 2500 existing customers of ‘Anterdesi’ 1200 repeat customers with conversion of minimum 20% - i.e. 240

customers• Tie-up with Exhibitions

Vivah and Bride & Groom 4 exhibits per year & 10000 participants per exhibition

• Kiosk Activity in Tier-2 Cities Chandigarh, Jalandhar, Ludhiana, Chennai, Lucknow

Online• Emailer Campaign

Database of over 1 lakh online e-commerce customers• Blogs (http://hourglassproject.com/blog/)

Providing valuable content to build credibility of the brand Facebook Ads

Sales Network• Tier 1 and 2 cities

• Self Improvement Centers: Beauty Parlors / Skin Clinics / Weight Loss CentersYoga Clubs / Gyms

• Entertainment Centers : Rotary Clubs / City Clubs and Cinema Halls• Magazines and Newspapers – Cosmo, Verve,

• Tie-ups with Exhibitions – Vivah and Bride & Grooms

• Tie-ups with Fashion Week | PR in press

Growth Strategy• Targeting the high income regions first and then growing in a zone wise

manner

• Starting with North-Zone and expanding city wise in the Zone

• More tie ups with prominent fashion boutiques as well as fashion designers

• Covering West Zone in the 2nd year

SALES AND DISTRIBUTION

Revenue Model

Recurring Revenues Pre-negotiated margin from various designers / boutiques based on sales

per unit - 10 to 45% margin on MRP Personal appointment with designers

• Non-recurring Revenues Registration fee charged from designers/boutiques

• 1 year down the line Membership Fees charged from customers under a ‘Freemium’ model

Product Pricing

• The service will be priced at mark-up values of the garments

• The mark-up will depend on the perceptual value of the garments and its turnover

BUSINESS MODEL

• First YearProfit & Loss

• Loss - Rs. 11,83,651• ROI - (51.5) %

Cash Position• Positive – Rs. 11,29,948

Fixed Costs• Initial Business Setup Cost- Rs. 7,19,500• Total Fixed Costs - Rs. 16,24,500 for the year

Variable Costs• Major Components

• Photo-shoot Expenses• Advertisement Costs (offline)• Advertisement Costs (online)• Salaries

• Total Variable Costs – 7.68 crores for the year

FINANCIALS

Sales• Sales per day to touch 300 in 12 months• Total units sold in a year – 49,500

SALES PROJECTIONS

0

50

100

150

200

250

300

350

1 2 3 4 5 6 7 8 9 10 11 12

Sales Per Day

Sales Per Day

Funding Requirement• The total funding requirement is Rs. 23 lakhs

Use of Funds• In the first month there will be setup costs incurred, apart from that the fixed costs

level does not demand huge funding• The major portion of expenses are

• Setup and Running the Customer Care Centre• Salaries of Managers, Bloggers and Staff• And mostly into Marketing and Brand Building (both online and offline)

Investment Justification• Online e-Tailing Business estimated to grow to $70 billion by 2020 (CAGR – 70%)• Large part of the market still don’t have access to premium labels esp. people in the

hinterlands• Our team is composed of people with diverse experience suited to the business• Customer contact list of over 2500 (already connected through Antardesi Brand)• Tie-up with over 40 designers and strategic connections with FDCI

Exit Strategy for the investor• Strategic Investments from Large Institutional Investors

INVESTMENT RATIONALE

THANK YOU…..

Short term Long term1. User membership expansion

-Increase the member base

-Maintain that customer base and minimize attrition

-Cosmopolitan and working malepopulation

-New versions pink/blue/yellow

2. Variety expansion

-Expansion in variety

-Add more style lines

-Add more brands

-Explore market for accessories

-Move into apparels for males

3. Technological expansion

-Wider database of apparels

-Up-to-date visual database

-More accessible modes of communication like smart phones

-Software up gradation with options like ‘try clothes on 360 avatars’

WAY FORWARD