1. Charlene Davis
California Program For Entrepreneurship
Santa Clara University
November 14, 2010
www.thetablescapediva.com
www.tablescapemagic.com
2. Overview
• ”Tablescaping” is a new business concept
• Tablescaping is decorating any flat surface
• “Go To” social media website promotes the
products
• Site provides “How To” lifestyle tips, trends
and tradition ideas
• Tablescape Magic™, a unique “niche”
tablescaping product
3. Issue
• Time Challenged
• Creatively Challenged
• Want to feel good about table
• Want self accomplishment
• Want guests to feel special
• Need to go to several stores for
products
Tablescape Magic™
Is The Answer!
4. Tablescape Magic™
• We empower women to do it themselves!
• Unique coordinated boxed sets
• Quickly and easily decorate for holidays, special
occasions and family traditions
• DVD teaches 3 step method so anyone can create a
custom tablescape in minutes
• Click on the link below to view
infomercial:http://www.youtube.com/watch?v=j4H_FW
A2FYc
5. Team Diva
• Diva/Charlene Davis
– Passion for families and friends gathering around the table
– CPA with 28 years of business & finance experience
– BS Accounting-San Diego State University
• Jeff Davis
– CPA with 28 years business development, operations and
finance experience
– BS Business Economics-UCLA
• Joe MacKrell
– 30 years in marketing, branding and film and video production
– BS Film and Video Production-Brooks Institute of Photography
• Advisory Board
– Currently in discussions with:
• Leading Infomercial Executive
• Retail Expert
• Social Networking Expert
6. Who’s Buying?
Home Furnishings:
• $26.2bn U. S. market
• 64% between 35 and 64 years old
• 13% spent on decorative items
• $2.2bn target market
7. Industry & Competition
Tablescape Magic intersects Home Furnishing and Fabric & Craft industries.
• Home Furnishing Industry:
– Projected revenue $26.2B in 2010, $29.4B by 2015. (ibisworld)
– Stores include Bed Bath & Beyond Inc. and Williams-Sonoma Inc.
• Tablescape Magic is unique in today’s marketplace
• Tablescape Magic is a niche product. “…it is possible to enter a niche in this industry
by offering unique products…”. (ibisworld)
9. Revenue Streams
• Direct to Consumer, e-commerce
– Internet Sales
– Infomercial Sales
– Women Trade Shows
• Tablescape of the Month
– Subscription Revenue Model
– Auto-ship Program
• Retail, Home Shopping Revenue
• Advertising Revenue
0
500
1000
1500
2000
2500
3000
Year
1
Year
2
Year
3
Revenueper000
Advertising
Subscription
E-Commerce
Retail
10. Operations & Development
The Tablescape Diva:
• Social Community Web Site is created
• Diva Internet TV Channel
• Tablescape Gadgets
• Heritage Cookbook
Tablescape Magic™:
• 5 kits developed, inventory & operations in place
• Web site with e-commerce is operational
• Tablescape of the month club
• Expand Product Line:
– Premium
– Printed Fabric
– Logo…License…Sports
11. Financial Need and Exit Strategy
• Exit Strategy
• Sell to company with complementary product lines:
• Better Homes & Gardens
• Target Home
• Costco-Kirkland
• Sell to Direct Sales Company…Partylite Candles, Scentsi or Pampered Chef
Inventory
40%
Marketing
34%
Web Dev
12%
Production
10%
Other
4%
Use of Funds
• Financial Need: $250,000
• Cash Flow Positive after 1 year
12. Why Us?
• Hot, New, Trendy, Niche Industry
• Right Product, Right Time
• Team to Get It Done!
