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FreshFox Presentation, Founder Institute Demo Day

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FreshFox is developing a collaborative shopping platform to help fashion and apparel consumers make online purchasing decisions socially. Sign-up at www.freshfox.co.

FreshFox is developing a collaborative shopping platform to help fashion and apparel consumers make online purchasing decisions socially. Sign-up at www.freshfox.co.

Published in: Business, Technology

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  • Hi, my name is Jane Hendrick and my company FreshFox is developing a collaborative shopping platform to help fashion and apparel consumers make online purchasing decisions socially.
  • To give you a bit of background about who we are, I lead the FreshFox team.I’m an experienced online marketer and currently work on product and audience acquisition for HighTable, a business Q&A platform developed by Gerson Lehrman Group.In this position, I’ve led partnerships with several key publications including Harvard Business Review and worked to grow the user base to over 90,000 qualified business professionals.I’ve partnered with Rad Bradtich, Chief Creative Officer of, GetThePeople, in order to establish the user experience and design direction of FreshFox. Rad has over 15 years of experience as a lead designer and creative director.
  • So, why collaborative shopping?Well, how often do you ask for input from your friends or family before you buy something?I do it all the time. In fact, I was recently shopping for a dress to wear for a special occasion and wanted input from several friends and family members.  I thought about emailing them links to all of the dresses and getting their feedback over email or the phone, but that would have been time-consuming and annoying.So at this point I’m thinking, isn’t online shopping supposed to be easier?It would have been better to have just gone to the mall with my friends!
  • FreshFox, aims solve this challenge by creating a collaborative platform where shoppers are able to create collections of products they are evaluating.Then, get feedback from friends through commenting, voting on the items they like best and suggesting additional optionsLet me show you how it works>>
  • FreshFox, aims solve this challenge by creating a collaborative platform where shoppers are able to create collections of products they are evaluating.Then, get feedback from friends through commenting, voting on the items they like best and suggesting additional optionsLet me show you how it works>>
  • As an initial monetization strategy, FreshFox plans to partner with online retailers to generate revenue through affiliate commissions.Beyond that, we intend to build-out sponsored "channels" or products,which will be especially valuable for merchants who are able to reach an attractive, targeted audience of consumers who are close to a purchasing decision.Moreover, FreshFox will have unique insight into consumer intent and sees a future revenue opportunity in the monetization of this data.
  • Social shopping is currently a $3BN market and is expected to reach $14BN in three years. FreshFox, however, initially plans to target a smaller segment of the market: women ages 18 – 35. Why? Because they are:
  • 1) already active in online social networks2) have a high degree of influence over household purchases and3) this market segment spends over $2 BILLION on apparel purchases annually. 
  • We take a broad view of the market.On the one side, there are a slew of competitors in the “social shopping” space. These sites allow users to discover products through their social networks and are driving conversions on retail sites.On the other hand, there are companies that are driving user engagement around instant opinions from friends and family.We at FreshFox believe that there is a natural synergy between these two types of engagement.When women go shopping with friends it is because they want their help finding and comparing items.FreshFox aims to bring this experience online. While there are a few competitors in the “collaborative shopping” space, there is not an entrenched market leader.We are confident that FreshFox can differentiate itself through our clean design, user experience, and private features.
  • We are currently working to develop our prototype and will be looking to raise a seed round of $500,000 within the next few months in order to…-establish our technology team-launch our beta site and-build key partnerships with fashion bloggers and publishers, online coupon portals, and online retailers.
  • We are currently working to develop our prototype and will be looking to raise a seed round of $500,000 within the next few months in order to…-establish our technology team-launch our beta site and-build key partnerships with fashion bloggers and publishers, online coupon portals, and online retailers.
  • Transcript

    • 1. Founder Institute Demo Day www.freshfox.coJune 2012 @freshfoxco
    • 2. Jane Hendrick, Founder & CEO • Responsible for overall strategy and business execution • Seasoned marketer with experience driving targeted audiences to online platforms • Mostrecently, Senior Manager for Product & Audience Development at HighTable.com, an online business Q&A platform created by Gerson Lehrman Group • More experience with online shopping than she would like to admit…Rad Braditch, Chief Creative Officer, GetThePeople • Established FreshFox design direction and user experience • Over 15 years experience as Creative Director & Lead Designer • Founding Partner & Chief Creative Officer of design collective, GetThePeople
    • 3. • Online shopping is functional, but isolated• Difficult to get input on purchases from friends• Online shopping has failed to capture the fun & collaborative nature of offline shopping
    • 4. A platform that allows users to: 1. Collaborate on purchasing decisions 2. Discover new items relevant to what they are shopping for
    • 5. A platform that allows users to: 1. Collaborate on purchasing decisions 2. Discover new items relevant to what they are shopping for
    • 6. Affiliate Marketing• Partner with online retailers in order to generate revenue through affiliate commissions on products that are recommended through the site• Anticipated commission of 6%Sponsored Products and Discussions• Sponsored products and discussions, which we will sell to online retailers as hyper-targeted online advertising• Valuable advertising directed towards consumers close to a purchasing decisionUser Data• FreshFox has unique insight into consumer intent and sees a future revenue opportunity in the monetization of user data.
    • 7. 2015 2014 $14BN $9 BN 2013 $5 BNToday 71% say that family members or friends exert a$3BN "great deal" or "fair amount" of influence on their decision to use or not use a particular company, brand or product. (Harris Interactive, June 2010)
    • 8. Women Ages 18 – 35:1. Active in online social networks2. High degree of influence over household purchases3. Spend over $2 BILLION on apparel purchases annually
    • 9. Social Shopping/Discovery Collaborative Shopping Online Decision-Making
    • 10. FreshFox is seeking $300,000 in seed funding in order to:1. Build a technology team2. Launch a beta product3. Establish marketing partnerships with key fashion bloggers & publishers (ex. Refinery29, Daily Candy) to aid in user acquisition4. Develop affiliate partnerships with online retailers
    • 11. www.freshfox.co
    • 12. Jane Hendrick, Founder jane@freshfox.co @jane_hen