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Dorm Room Fund Application

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  • 1. terça-feira, 18 de dezembro de 12
  • 2. INDEX 1. FOUNDERS 5. CHANGING THE WAY PEOPLE SHOP FOR GLASSES 2. THE PROBLEM 6. BRANDING 3. WHY NOW 7. STRUCTURE 4. BUSINESS MODEL 8. CRONOGRAMterça-feira, 18 de dezembro de 12
  • 3. FOUNDERS Arthur Blaj CEO 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. Guilherme Freire Business 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. Raphael Costa Neves Branding / 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.terça-feira, 18 de dezembro de 12
  • 4. THE PROBLEM SHOPPING FOR QUALITY, STYLISH GLASSES IN BRAZIL IS EXPENSIVE & INACCESIBLE. WHY?terça-feira, 18 de dezembro de 12
  • 5. A: THE OLD FASHIONED BUSINESS MODEL USED BY THE MAJORITY OF THE INDUSTRY - Too many middlemen - High margins charged on each step - taxes apply at every step - offer concentrated mainly on the most important citiesterça-feira, 18 de dezembro de 12
  • 6. OPTICAL INDUSTRY HIGH GROWTH INDUSTRY 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$8,82 billion, which means the industry has more than doubled its size in 5 years. The industry estimates a 25% growth for 2012. (Sources: Abióptica, Euromonitor)terça-feira, 18 de dezembro de 12
  • 7. E-COMMERCE HIGH GROWTH INDUSTRY e-commerce in Brazil: in 2011, the e-commerce industry revenue was at R$ 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. (Sources: Abióptica, Euromonitor)terça-feira, 18 de dezembro de 12
  • 8. WHAT’S OUR PLAN An innovative business model 1. 2. 3. BUILD OUR OWN BRAND CUT OUT THE DEVELOP AN E-COMMERCE MIDDLEMEN PLATFORM DELIVER HIGH END DESIGN EYEWEAR TO YOUR DOORSTEP AT AN ACCESSIBLE PRICEterça-feira, 18 de dezembro de 12
  • 9. 4terça-feira, 18 de dezembro de 12
  • 10. 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. 4terça-feira, 18 de dezembro de 12
  • 11. PRODUCT high quality standards - ITALIAN ACETATE - SPRING HINGES For a better fit in every face and avoiding broken Our acetate is imported from Italy, from the same company most premium brands buy from. temples. - ANTI-REFLECTIVE / UVA AND UVB PROTECTED - HANDMADE FINISHING LENSES After cutting the parts of the frame, they receive Reduce your eyes fatigue and provide more comfort handmade finishing. and safety.terça-feira, 18 de dezembro de 12
  • 12. PRICING R$ 1000 Persol, Gucci, Prada, etc... 1000,00+ R$ 600 Ray Ban Vogue 620,00 600,00 PRICE Ana Hickmann 500,00 Chilli Beans R$ 300 320,00 348,00 Fotoptica s/ marca 180,00 R$ 0,00 terrible PERCEIVED QUALITY very goodterça-feira, 18 de dezembro de 12
  • 13. LOGISTICS - STORAGE - SHIPPING At LIVO HQ’s until that is not possible anymore. Commercial agreement with the Mail, with a daily collect at LIVO HQs. - PICKING & PACKING In House - RETURNS By mail; We will re-stock the product and submit it to a lenses change when re-sold. - LENSES SETUP The optical lab is responsible for collecting the frames and orders, setting up the lenses, and bringing them - ERP back in 3 work days max. Ábacos / KPLterça-feira, 18 de dezembro de 12
  • 14. CHANGING THE WAY PEOPLE SHOP FOR GLASSES - 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.terça-feira, 18 de dezembro de 12
  • 15. LIVO MEANS YOUR OTHER ONE, YOUR PAIR. NOBODY IS THE SAME PERSON ALL THE TIME. POSITIONING 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.terça-feira, 18 de dezembro de 12
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  • 17. UM PARA CADA VOCÊ. “ONE FOR EVERY YOU”terça-feira, 18 de dezembro de 12
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  • 26. COMMUNICATION PLAN 1 2 3 PUBLIC RELATIONS SOCIAL MEDIA* CLIENT ACQUISITION - Máquina de Notícias: - Blog with editorial content aligned with the brand lifestyle - Affiliate Network - Sampling for opinion makers, - Fan page in line with the blog content - Facebook bloggers *content produced by 3rd party agency STUFAterça-feira, 18 de dezembro de 12
  • 27. STRUCTURE In House 3rd Party SHAREHOLDERS BRAND MANAGERS CEO PROD. DEV. MKT / WEB / KPI FINANCIAL ASST. LOGISTICS CALL CENTER Webdesign CONTENT EXPEDITION IT ACCOUNTING LAWYERS OPTICAL TECHterça-feira, 18 de dezembro de 12
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  • 29. financial sheets in back-upterça-feira, 18 de dezembro de 12