Dorm Room Fund Application

terça-feira, 18 de dezembro de 12

INDEX

1. FOUNDERS

2. THE PROBLEM

3. WHY NOW

4. BUSINESS MODEL

5. CHANGING THE WAY PEOPLE SHOP FOR GLASSES

6. BRANDING

7. STRUCTURE

8. CRONOGRAM


FOUNDERS

CEOArthur Blaj

Started his career in the financial markets in 06 as a stock trader, and in 09, at age 21, became one of the managing partners at a local hedge fund. In 2011, convinced of the fact that the real economy is where the biggest opportunities were, quits the fund to start LIVO, where currently acts as CEO. Arthur is also a business developer in projects he invests, and has BA in Business from ESPM-SP in Sao Paulo.

Raphael Costa NevesBranding / MKT / Design

Founder and Creative Director of Wanted, advertising agency specialized in transmedia narratives. Previously, worked at The Group, where he acted as Planning Director and was a Latin America board director of the Worldwide Partners group. Amongst his past and currenct clients are Santander, Avon, Petrobras, Carrefour, VW, Alcoa. At The Group, won more than 30 awards. Has a post grad in BA from the ISE/IESE Business School and in advertising from Miami Ad School. At LIVO, is responsible for the branding, marketing e design, having designed all of the website, besides creating and positioning the brand.

Guilherme FreireBusiness Developer

Serial-entrepeneur responsible for founding DHG Participações and SRC Construção e Mineração (Investments and Construction and Mining). Prior to that, worked as a consultant at Oliver Wyman and as a Head Hunter at Michael Page. Has a BA in Production Engeneering from PUC-RJ, and is currently taking an MBA at Wharton Business School, where acts as co-president of the Founders Club. Gui is CEO of muvs.me, a digital platform that connects the entire universe of endurance sports in Brazil. At LIVO, acts as business developer, mainly addressing production and logistics.


SHOPPING FOR QUALITY, STYLISH GLASSES IN BRAZIL IS

EXPENSIVE & INACCESIBLE.

THE PROBLEM

WHY?


THE OLD FASHIONED BUSINESS MODEL USED BY THE MAJORITY OF THE INDUSTRYA:

- Too many middlemen

- High margins charged on each step

- taxes apply at every step

- offer concentrated mainly on the most important cities


Brazilian optical industry: In 2011, the industry revenue was R$ 19 billion, a 22% growth in comparison to 2010. In

2006, the revenue was R$8,82 billion, which means the industry has more than doubled its size in 5 years. The industry

estimates a 25% growth for 2012.

OPTICAL INDUSTRY

(Sources: Abióptica, Euromonitor)

HIGH GROWTH INDUSTRY


e-commerce in Brazil: in 2011, the e-commerce industry revenue was at R$ 17,9 billion, a 20% growth comparing to

2011. Estimated CAGR thru 2016 is 12%; That means the industrie’s revenue will reach R$ 31,5 billion.

Fashion and apparel category: 39% growth from last year. Estimated CAGR is 23,4% thru 2016.

E-COMMERCE

HIGH GROWTH INDUSTRY

(Sources: Abióptica, Euromonitor)


DELIVER HIGH END DESIGN EYEWEAR TO YOUR DOORSTEP AT AN ACCESSIBLE PRICE

WHAT’S OUR PLAN An innovative business model

1. 2. 3.

BUILD OUR OWN BRAND CUT OUT THE MIDDLEMEN

DEVELOP AN E-COMMERCE PLATFORM


4


4

WHY IS OUR PRODUCT PREMIUM?

- DESIGN: Original design based on global trends.

- RAW MATERIAL :Premium quality raw material, imported from traditional manufactures from all over the globe.

- PRODUCTION: High-standards manufacturers that are often the same producing for big name brands.


- ITALIAN ACETATEOur acetate is imported from Italy, from the same company most premium brands buy from.

- HANDMADE FINISHING After cutting the parts of the frame, they receive handmade finishing.

- SPRING HINGESFor a better fit in every face and avoiding broken temples.

- ANTI-REFLECTIVE / UVA AND UVB PROTECTED

LENSESReduce your eyes fatigue and provide more comfort and safety.

high quality standardsPRODUCT


PRICING

PERCEIVED QUALITY

PRIC

E

R$ 1000

R$ 0,00

terrible very good

Ray Ban

Chilli Beans

Fotoptica s/ marca

Persol, Gucci, Prada, etc...

Ana Hickmann

Vogue

R$ 300

R$ 600

348,00320,00

180,00

500,00

600,00620,00

1000,00+


- STORAGEAt LIVO HQ’s until that is not possible anymore.

- PICKING & PACKING In House

- LENSES SETUPThe optical lab is responsible for collecting the frames and orders, setting up the lenses, and bringing them back in 3 work days max.

- SHIPPING Commercial agreement with the Mail, with a daily collect at LIVO HQs.

- RETURNSBy mail; We will re-stock the product and submit it to a lenses change when re-sold.

- ERP Ábacos / KPL

LOGISTICS


- VIRTUAL TRY-ON: Augmented reality software that projects the 3D frames in your face; You can also upload a picture.

- FIND THE BEST FIT :Content guide that explains what type of face shapes exist, how you find out what is yours, and what frames fits best, with a cross-selling offer according to it.

- SHOWROOMS: Product exhibition (but not sales) in unconvential places (cafés, bookstores, etc)

- FREE SHIPPING AND RETURNS:If the customer is unhappy with the product, he might return it within 30 days of the purchase, no questions asked.

CHANGING THE WAY PEOPLE SHOP FOR GLASSES


NOBODY IS THE SAME PERSON ALL THE TIME.

WE MOTIVATE PEOPLE TO SHOW THEIR DIFFERENT PERSONALITIES THROUGH WEARING DIFFERENT FRAMES.

*If they wanted to do it before, they couldn’t afford it, or would have to do it with a low-quality product.

LIVO is the first to deliver this promise.

POSITIONING

LIVO MEANS YOUR OTHER ONE, YOUR PAIR.



UM PARA CADA VOCÊ.“ONE FOR EVERY YOU”










COMMUNICATION PLAN

1 2 3PUBLIC RELATIONS SOCIAL MEDIA* CLIENT ACQUISITION

- Máquina de Notícias:

- Sampling for opinion makers, bloggers

- Blog with editorial content aligned with the brand lifestyle

- Fan page in line with the blog content

*content produced by 3rd party agency STUFA

- Affiliate Network

- Facebook


STRUCTURE

CEO

MKT / WEB / KPI FINANCIAL ASST. LOGISTICS

CONTENTWebdesign EXPEDITION

CALL CENTERPROD. DEV.

IT ACCOUNTING LAWYERS OPTICAL TECH

SHAREHOLDERS

In House

3rd Party

BRAND MANAGERS



financial sheets in back-up


Documents

Dorm Room Fund Application