1. You’re different from everyone else

2. So why buy
the same
thing in the
same way
that everyone
else does?

3. It is
time to
say
NO

6. one-size-fits-all

7. products off-the-shelves

8. products that harm

9. our trees

10. our animals

11. and our households

12. don’t be like this

13. you deserve a better shopping
experience

14. one that is fun and interactive

15. with great design and stunning
imagery

16. an experience that gives you
enough curated choices

17. to exercise control and power

18. but with expert guidance and
recommendations

19. to feel confident and not
overwhelmed

20. because creativity loves
constraint

21. express yourself from deep
within

22. BY personalizing items that
you use everyday

23. because your outside is a canvas
for who you are on the inside

24. create thoughtful gifts that will
delight your family and friends

25. no more false gimmicks and
deceptive labeling

26. support locally-based
businesses

27. help us give jobs to people

28. be part of a bigger cause

29. reconnect with nature

30. be the cool one among your
friends

31. be unique

32. Who are our customers?

33. 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.

34. Her Habits
Creativity 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

35. 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

36. 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.

37. 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.

38. Business model

39. 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

40. Long Tail
• Offering a large number of niche
products, each of which sells relatively
infrequently
• Low inventory cost and strong platforms

41. Marketing Strategy

42. 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.

43. 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)

44. Market Size

45. 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

46. 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

47. Funding
• Crowdsourcing
• Venture Capitalists
• Incubators

48. Risks
• Raw Materials
• Time

49. Meet The Team

50. 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

51. 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

52. 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

53. 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