Ali Wiezbowski founded TopCoat, a mobile and web marketplace connecting passionate nail artists with customers seeking nail art services. The company focuses on the growing nail art industry, which saw 32% growth from 2011-2013. TopCoat launched in San Francisco in May 2013 with 5 nail artists and has since expanded, receiving positive press coverage. TopCoat has partnered with major brands like Sephora, OPI, and Formula X to promote nail artists and drive customer engagement. In September 2013, Sephora selected TopCoat as its partner for a major new product launch, recognizing TopCoat's influence and ability to engage key audiences. TopCoat aims to become the leading platform for on-demand nail services and

1. ALI WIEZBOWSKI
CEO & Founder
10.15.2013
ali@topcoat.me

2. October 2013 Product Offering
Mobile & web marketplace
Connecting passionate, influential audience
of trendsetters
Enabling C2C transactions
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Focus: Nail Art

3. Why Nail Art?
Creating an outlet for unmet demand1
Nail services is a “recession proof” business
• Inexpensive beauty routine
• Industry grew during economic downturn
• Often compared to lipstick during the Great Depression
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3 Nail artists are industry innovators & thought-
leaders
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4. Larger Trend: “Nails as an Accessory”
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5. 2013: Industry Wide Growth
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$860MM
industry
US Consumer
Polish Sales
$7.5B industry
Y-o-Y growth expected through 2017
Up from $100M from 2011
US Salon Services
Business
$955MM
opportunity
44.2MM
US Women
Who get manicures
28% of US female pop
$135 per year on manicures
16% said they’d try nail art
(33% with 18-24)*
Nail Art Services
Up 32% from 2011**
33% US women own
25+ bottles of polish
*Source: Mintel, Nail Color and Care - US. Jan 30 2013. **Source: WWD, Nail Trends Heat Up in 2013. Jan 25 2013.

6. Where We Are
13K+ visits
Refinery 29 Exclusive, Nail Artists Spread the Word
8.5% Sign Up; 34% Booked
Sign Ups: 45% Bay Area, 50% US, 5% International
May 25 Launch
SF Only, 5 Nail Artists, SF Chronicle Exclusive
iOS & NYC Launch: Oct 2013
On-Going Brand Partnerships
OPI, Joie, Soul Cycle, Alexis Bittar
Validated by Beauty Press
Lucky and Cosmo (Nov 13), NailIt!, Beautylish,
Rent the Runway, Brit+Co
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7. The Ideal Manicure
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The best nail artists in
your area.
Cash is awkward.
Enjoy your mani. Pay later.
Flexible Hours &
Locations. Request-based.
Styling tips & weekly
recommendations.

8. Success in Early Milestones
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9. Press Validates Our Approach
“Awesome idea! Huge gap in the marketplace”
• Karie Frost, Nail It!
“Nail art is here to stay. But struggling to find someone
who can actually do it? That’s a problem Ali
Wiezbowski is helping go out of style.”
• Megan McDowell, SF Chronicle
“A serious game changer.”
• Angela Trefoya, Beauty Editor
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10. Brands Validate Our Work
“The team at TopCoat is doing ground-breaking work.
We’re excited to align Formula X for Sephora with the
nail artists through TopCoat’s approach.”
• Kristin Walcott, VP of Business Development and Merchandising
“Our partnership will only continue to grow from
here.”
• Kate Tatem, OPI Public Relations
“Customers in NYC came into our stores looking for their own
TopCoat event. We’re bringing it to them this Fall!”
• Christine Lindeback, East Coast Regional Manager
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11. Secured Sephora 2013 Partnership
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12. Sephora Selects TopCoat as Partner for
Major Product Launch
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“TopCoat has mindshare within the nail community. Aligning Formula X with TopCoat at
launch drives favorability with key target audiences.”
Est. 900K online engagements
Customer Trials Product InsightsCo-Marketing
$ 65,000Oct 13 – Dec 31, 2013
ROFR on 2014 Planning
300 Formula X manicures Customer & artist feedback via
“focus group”

13. Team
Ali Wiezbowski,
CEO & Founder.
Former President of Alure Brands.
Emerging Media Manager at
Microsoft.
James Graham,
Chief Technology Officer.
Former Senior Developer at Breezy.
Justin Gravante,
[Future] VP of Product
Former Creative Director, Mobile
UI/UX at Comcast Interactive.
Bryan Turley,
Front-End Developer.
Former Lead Web/Mobile Developer at
Lion Associates.
Megan Hanley,
Advisor.
CMO at ShopRunner. Former GM
of Global Media at Microsoft.
15 Nail Artist Ambassadors
NY & SF. 5 more per new
TopCoat city.
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Marissa Kim,
[Future] VP of BD &
Partnerships. Formerly
Partnerships at Coffee Table