Essentials

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Essentials
CleanBetween
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Organizations Background

• Formed August 2004 Villanova, Pa
• Management roles assigned
• Product concept Toothbrush with flossing
  apparatus
• Release Date December 2004

Company History
Opportunity
Marketing Plan
Financials
Product Benefit
Financial Request
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Mission Statement
Essentials is committed to providing quality
products that promote healthy lifestyles. We
strive to maintain a mutually beneficial
relationship with our stakeholders while
achieving consistent returns for our investors.
Company History
Opportunity
Marketing Plan
Financials
Product Benefit
Financial Request
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Frank Bruno CEO
Chris Klenk Head of Operations
Kelley Menzano Head of Marketing
Vince Sibol Head of Finance
Elliott Fullmer
Lauren Marx
Sarita Hatcher
Courtney MacDonald
Chris Bell
Frank Bruno
Courtney MacDonald
Tuan Dinh
Sarita Hatcher
Chris Bell
Elliott Fullmer
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The Problem
Company History
Opportunity
Marketing Plan
Financials
Product Benefit
Financial Request
Many people do not have GOOD oral hygiene!
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So What?

• Maintaining good oral hygiene is one of the most
  important things you can do for your teeth and
  gums.
• Daily preventive care, including proper brushing
  and flossing, will help stop problems before they
  develop.
• greatly decreases risk of developing dental
  problems.

Company History
Opportunity
Marketing Plan
Financials
Product Benefit
You DONT Want
You DO Want
Financial Request
Tooth Decay
A Healthy Smile
Source http//health.yahoo.com/health/centers/ora
l_care/200
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Cant I Just Brush My Teeth?

• Floss only the teeth you want to keep.
• If you dont floss, you are leaving as much as
  40 of your tooth surfaces untouched and
  uncleaned!
• primary function of dental floss.
• Must floss daily.
• poor dental health may increase the risk for
  cardiovascular disease.

Company History
Opportunity
Marketing Plan
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Product Benefit
Financial Request
Source http//www.floss.com/common_flossing_mista
kes.htm
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Brushing vs. Flossing
Company History
Opportunity
Marketing Plan
Financials
Product Benefit
Financial Request
Source Surveys randomly distributed to 100
Villanova students.
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Why Dont People Floss?
Company History
Opportunity
Marketing Plan
Financials
Product Benefit
Financial Request
Source Surveys randomly distributed to 100
Villanova students.
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The Solution

• Make flossing
• more convenient!
• Everyone brushes their teeth, so
• Combine the brush
• the floss!

Company History
Opportunity
Marketing Plan
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Product Benefit
Financial Request
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CleanBetween
Company History
The flosser has a disposable snap-on head. Makes
flossing easier!
Opportunity
Marketing Plan
Financials
The brush has polishing pads to help clean
brighten your teeth.
Product Benefit
Financial Request
Your mouth will thank you!
Source www.jnj.com
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Sales Distribution Plan

• Mass Merchandisers
• Drug Stores
• Supermarkets

Company History
Opportunity
Marketing Plan
Financials
Product Benefit
Financial Request
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The Market
Company History
Opportunity
Marketing Plan
Financials
Product Benefit

• Implements/Appliances reached 1.8 billion in
  U.S. retail sales in 2004 up .8 from 2003.
• The largest implement/appliance segment is manual
  toothbrushes and the third segment is dental
  floss.

Financial Request
Source Packaged Facts, MarketLooks The U.S.
Market for Oral Care Products 5th edition,
October 2004
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The Market Size
Projected U.S. Retail Dollar Sales

• Retail dollar sales of oral care products at 7.2
  billion in 2004 nearly 1 billion higher than
  in 2000.
• Oral care sales projection - 8.5 billion as of
  2009.
• This segment is expected to reach 2.1 billion in
  2009.

Company History
Opportunity
Marketing Plan
Financials
Product Benefit
Financial Request
Manual toothbrushes, electric appliances,
floss, and manual tools.
Source Packaged Facts, MarketLooks The U.S.
Market for Oral Care Products 5th edition,
October 2004
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The Market Size
Company History
Opportunity
Marketing Plan
Financials
Product Benefit
Financial Request

• Manual Toothbrushes are used by 184.4 million, or
  87.5 of all adults.

Source Packaged Facts, MarketLooks The U.S.
Market for Oral Care Products 5th edition,
October 2004
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Projected Share of Market

• JJ is 8th with only 3.5 of retail dollars in
  the first six months of 2004.
• JJ would gain an additional .5 of the market
  share in our first year.

Company History
Opportunity
Marketing Plan
Financials
Product Benefit
Financial Request
Source Packaged Facts, MarketLooks The U.S.
Market for Oral Care Products 5th edition,
October 2004
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The Competition

• No direct competitors.
• Brand Strengths
• positive image
• customer loyalty
• CleanBetween - incorporated into JJ Reach Oral
  Care Division.

Company History
Opportunity
Marketing Plan
Financials
Product Benefit
Financial Request
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Use of Oral Care Products by Gender
Company History
Opportunity
Marketing Plan
Financials
Product Benefit
Financial Request
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The Market Size
Company History
Marketing Type
Cost
Billboards
922,080
Opportunity
Marketing Plan
Packaging
160,000
Financials
1,021,280
Magazines
Product Benefit
2,103,360
Total
Financial Request
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The Marketing Story
Customer Profile

• When launching our product, we must understand
  who our target market is
• Meet Courtney Smith. She is a single 22 year old
  who recently graduated from college. She already
  has a job offer for a big firm in New York City
  and will be making 50,000 a year. She and her
  friend finally found an affordable apartment and
  are excited to start going out to experience the
  nightlife and dating scene before work begins.
  She knows she is going to be constantly
  on-the-go once she starts and wont have much
  free time.

Company History
Opportunity
Marketing Plan
Financials
Product Benefit
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The Advertising Strategy

• Print Campaign in major magazines directed
  towards our target market.
• Females age 18-30
• Example Shape
• Billboards in the subway stations of 5 major
  cities.
• Boston, New York, Chicago, Washington D.C., and
  Los Angeles
• Providing dentists with samples of CleanBetween
  to distribute to patients.
• Word of Mouth is key!
• Website

Company History
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Advertising Campaign
Company History
Opportunity
Marketing Plan
Financials
Product Benefit
Financial Request
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Advertising Campaign
Company History
Opportunity
Marketing Plan
Financials
Product Benefit
Financial Request
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Advertising Campaign
Company History
Opportunity
Marketing Plan
Financials
Product Benefit
Financial Request
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Advertising Campaign
Company History
Opportunity
Marketing Plan
Financials
Product Benefit
Financial Request
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Why Choose Our Product?
CleanBetween's 1 Benefit
Company History
Opportunity
Marketing Plan
Financials
Product Benefit
Financial Request
Convenience
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Summary of Marketing Story

• Market Offering
• Target Market Females 18-30
• Gain an additional .5 of the implement/appliance
  segment
• of the Oral Care market share.
• Ad Campaign focus
• Print Ads
• Subway Billboards
• Word of Mouth

Company History
Opportunity
Marketing Plan
Financials
Product Benefit
Financial Request
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CleanBetweens Role in JJ

• JJs main financial goal
• To achieve superior levels of capital efficient
  profitable growth.
• CleanBetween can help
• Return on Investment
• capital resources
• Gross Profits in line with those of JJ

Company History
Opportunity
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Product Benefit
Financial Request
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Investment

• Required initial investment is
• less than 5 million
• Only .09 of total cash cash equivalents
• JJs ROI 14.9
• CleanBetweens ROI
• 32

Company History
Opportunity
Marketing Plan
Financials
Product Benefit
Financial Request
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Expenses
Company History
.1
.8
5
.1
.2
.4
Opportunity
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Marketing Plan
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Financials
Product Benefit
58
Financial Request
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Income Statement
2005
2006
2007
Company History
Opportunity
Marketing Plan
Financials
Product Benefit
Financial Request
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Expected Sales

• 2005 - 1.4 million CleanBetween Products Sold
• 2006 1.9 million CleanBetween Products Sold
• 2007 2.3 million CleanBetween Products Sold

Company History
Opportunity
Marketing Plan
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Product Benefit
Financial Request
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Why Invest in CleanBetween?

• Johnson Johnsons Gross Profit 70.9
• CleanBetweens Gross Profit 71 (3 year average)

Company History
Opportunity
Marketing Plan
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Product Benefit
Financial Request
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Financial Highlights
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Product Benefit
Financial Request
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CleanBetween

• Our product will provide
• Increased Profits
• Create new market base
• Gain competitive advantage
• Increase Market Share
• Provide Convenience

Company History
Opportunity
Marketing Plan
Financials
Product Benefit
Financial Request
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Patent Price Request
Company History

• 4,500,000
• (2005 Operating Exp x 120)
• Divided equally among employees

Opportunity
Marketing Plan
Financials
Product Benefit
Financial Request
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Thank you for your TimeQuestions?
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