1. Consuming has rapidly become
one of the most important ways to express views and values.
And when consuming is views and values -
companies, corporations and brands
will follow.
2.
3. PLEASE ALLOW TO INTRODUCE
BROOKLYNSOAPCOMPANY
Brooklyn Soap is all about great personal hygiene products
of upmost, organic quality. We neither believe in
drugstore cosmetics nor in long labels listing never ending
chemical gibberish. We cook home-style, with only natural
and organic ingredients.
Initiated about three months ago, the idea was inspired by
the small, hip booths at the weekly Brooklyn Flea Market
in Williamsburg, BK.
Combining excellence in product development with unique
approach in communication, Brooklyn Soap Co. wants to
give the natural cosmetics market the Rock’n’Roll that it’s
hungry fork, turning regular dudes into the dapper
gentleman. Starting with you, man!
THE BROOKLYN SOAP LIFESTYLE
VINTAGECORNER-SOPHISTICATEDHIPSTERSWAG.
4. CLASSY GROOMING
Target Product Line For Launch:
BEARDWASH
SHAMPOO
BLONDE
SHAMPOO
DARK
BLACKPEPPER
BODYWASH
Our product philosophy is quite simple:
Creating a comprehendible line of products
that reflects a dapper lifestyle and
appreciates men as men. To Brooklyn Soap,
organic quality is a necessity.
Production capacities are limited to 100 kg
(220 lbs) per week. Our main goal is to
internalize production and decrease variable
costs or to cooperate with a strategic partner
with high-scale production capacities.
CONDITIONER
MOISTURIZER/
AFTERSHAVE
up in the
pipeline
18 EUR
250ML/8.5 FL. OZ.
16 EUR
300ML/10 FL. OZ.
16 EUR
300ML/10 FL. OZ.
16 / 22 EUR
300ML/10 FL. OZ.
500ML/17 FL. OZ.
PRODUCTIONDEVELOPMENT:STOPTHEWHITE-LABELINGANDBUILDUPOWNPRODUCTION.
We are currently in the product development
stage with 95% of the entire product line
finished and ready for serial production.
In combination with the Brooklyn Soap label
and packaging, we are looking to introduce
criminally good, organic personal-care
products to global markets.
OURPRODUCTDEVELOPMENT
6. WHERE IS THE MARKET?
MARKET&BUSINESSPOTENTIAL
0
225
450
675
900
2007 2008 2009 2010 2011
815,00
795,00
717,00
660,00
600,00
Tab. 1: Natural Cosmetic Market Revenues, Germany (2011)
Rev.inMio.€
0 %
25 %
50 %
75 %
100 %
Natural Cosmetics Semi-Natural Cosmetics Conventional Cosmetics
90,50 %
5,20 %4,30 %
Tab. 2: Cosmetics: Consumer Spending as of Segments, Germany (2010)
%ofTot.Spendings
0 %
15 %
30 %
45 %
60 %
Natural Cosmetics Semi-Natural Cosmetics Conventional Cosmetics
2,30 %
7,70 %
52,30 %
Tab. 3: Cosmetics: Rate of Chance in Consumer Spending by Segment, Germany (2006-2010)
%ofTot.Spendings
Germany is the second largest natural cosmetics market in
the world, following the US, with a total size of 815 Mio.
EUR in 2011 ($1.05Bn). A strong shift in consumer
spending towards natural cosmetics show that this market is
a driving force within the entire cosmetics market. (Tab. 2
& 3).
Brooklyn Soap is aiming for a 7.5% market share in the
German men’s natural cosmetics segment, which accounts
to an estimated market potential of 10.7 Mio. EUR for 2014
($14.0M).
Source: Statista, 2013
7. STATUS QUO
UNUSEDMARKETPOTENTIAL
Internationalization of sales is a key success factors for German
producers of natural cosmetic products. Small brands grow
quickly, while their overall profitability is small. Weleda and
Dr. Hauschka (WALA Heilmittel GmbH) are key growth
drivers of German products in global markets.
Natural cosmetics are continuing to emerge, but many
established competitors still target a niche group of consumers.
Outdated marketing and long-established distribution
strategies show the dilemma of the industry: Smaller producers
of great products still believe they are battling big
corporations’ marketing budgets - wrong!
Numbers clearly show that the awareness of and the want for
natural cosmetic products is growing organically.
By using the right marketing and distribution channels,
Brooklyn Soap will introduce new ways to cater to it’s
customers. eCommerce is a key success factor for a quick
international roll-out and sustainably gain market shares.
Fiscal Year
2011
Dr. Hauschka Laverana Logona Primavera Weleda
Annemarie
Börlind
Bilanzsumme
Umsatz
Wachstum
(2010/11)
113.948.371,59 € 15.851.965,95 € 232.236,85 € 12.404.107,43 € 307.458.000 € 16.096.464,02 €
104.547.938,45 € 18.730.546,13 € / 12.482.548,55 € 216.682.000,00 € 24.344.273,01
29,90 %
Lavera:118,6%
Laveré: 22,3%
Logona: 87,7%
Sante: 16,5%
33,3 % 9,9 % 10,43 %
POSITIONING ANALYSIS: GERMAN NATURAL COSMETICS PRODUCERS (2011)
ACHIEVEINTERNATIONALROLLOUT
WITHONLINEFOCUS.
8. FACTS FACTS
MARKETING&TARGETGROUP
The natural cosmetic production industry needs to understand
that consumers grow to be sophisticated and emotional about
their consumption. Brooklyn Soap Co. is going to introduce a
target group to natural cosmetics, which has widely been
ignored by our competitors:
TREND-DRIVENYOUNGGENTLEMENWITHAN
INTERNATIONALUNDERSTANDINGOFTHESELF:
TODAY’SURBANMEN.
Preview Website: www.bklynsoap.com
Launch: January 17, 2013
Total Visits: 83,852
Total Pageviews: 103,122
Marketing budget spent: Not a single dime!
Monetary potential so far: 21,000 EUR in Rev. ($27,000) on
preview website alone.
9. USE THAT STUFF, MAN!
DISTRIBUTIONSTRATEGY
Online Shop Online Retail
+ +
Special Interest Stores
Launch: 3 Months Post Launch:
Stationary retail is going to be pursuit after the first three months
after launch of the product line. Target partners are private
businesses and special interest stores with an equal dedication and
love for their products.
With launch, Brooklyn Soap Co. products will be available on
www.bklynsoap.com. Within the first three months after launch,
online retailers will be included as distribution channels: Following
regional provenances of online sales and increasing outreach in
international target markets.
10. Brooklyn Soap is looking for a 100,000 EUR ($131,000) seed investment to
start production and finally deliver fine products to fine gentlemen - like
we’re supposed to:
1. Legal establishment of the company in form of a German GmbH
(equates to LLC) - 30.000 EUR (25k paid-in capital stock + legal costs)
2. Setting up general administrative structures as well as a first office -
10.000 EUR
3. Finalizing product development and design - 15.000 EUR
4. Investment in production facilities and structures - 30.000 EUR
5. Launch inventory - 15.000 EUR
Paid-in capital stock safety to cover monthly fix costs for pre-sale
operations (Q3-4: 5k EUR / month)
Please contact fe@bklynsoap.com
WHAT WE ARE LOOKING FOR
INVESTMENT&OPPORTUNITY
Sincerely,
