Overview of the concept and the road to MVP.

1. Overview

2. Introduction
Business Model
Prototype
Next steps

3. IntroductionFriends With Jill
A new way for women to meet their feminine needs
3
Friends With Jill aims to combine maximum product
choices with innovative solutions so women enjoy
convenience for the products they need and use the most.
Key Accomplishments
It’s quick, convenient, private and with a good cause.
Friends With Jill pledges 1% of its profit to high impact charities.
PADS | LINERS |TAMPONS | WASHES| HAIR REMOVAL|TEST KITS| WIPES, CREAMS & PILLS
Friends With Jill currently offers products within these categories:
Team AdvisersOverview

4. IntroductionSignificant progress has been made
We’ve raced into the market but we’re far from done
Key Accomplishments Team AdvisersOverview
#3: We’ve successfully established supplier relationships
We have established sales contact with every brand presently sold in NTUC and
Guardian. They are genuinely excited by our concept and have been very supportive.
#2: Fantastic prototype
We have successfully developed custom solutions across our e-commerce system and
fulfillment methods. Majority of our components are highly scalable.
#4: Assembled a team and valuable advisers
The concept is led by driven and talented individuals with prior start-up experience
and is supported by advisers with considerable experience within the domain.
#1: We have already started serving customers
Since our launch on 5th October, we’ve averaged almost an order a day from 900+
unique visitors generating 10,000+ page views (and growing).
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5. Introduction
Business Model
Prototype
Next steps

6. Business ModelLong tail requires new retail model
Key to reinventing the model was solving supplier pains
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Current retail model
Promotion implementation
Setting your own prices
Listing Fees
SKU listing limits
Island-wide distribution
Auto re-stock alert
Customer information
Behaviour analytics
Direct marketing reach
SLOW
NO
YES
YES
YES
No
NONE
NONE
NONE
QUICK
YES
NO
NO
NO
YES
AVAILABLE
AVAILABLE
AVAILABLE
Illustration SummaryMethodology

7. Business ModelWin-win, customer centric model
Jill applies online marketplace dynamics to brick and mortar retail
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Monthly retail measurement
We can prepare custom reports
Market directly to your consumers
We can show you more analytics
INSTANT low-stock alerts
Suppliers
$$$$$
Customers
$$$$$
List ALL your SKUs
YOU set prices
Deliver inventory to ONE location
(100-X) % of sales
X% of sales
for sale
for sale
for sale
Illustration SummaryMethodology

8. Business ModelBusiness model summary
3 streams, each of varying profitability
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Sale of FMCG
Friends With Jill as a marketing channel
Full fledge data and analytics
Time before revenue is impacted
Illustration SummaryMethodology
Radius
indicative
of margin

9. Introduction
Business Model
Prototype
Next steps & Malaysia entry

10. Prototype
10
Lean approach with focus on execution
Jill marries turn-key solutions with innovative custom development
www.friendswithjill.com is built on Magento, widely regarded as the most
powerful e-commerce platform available today. We have developed
custom modules within Magento and custom payment integrations with
WorldPay to enable the world’s first period tracking subscription model.
Solving Pains Great Experience Use caseOverview
We currently offer
customers a high-
quality interface and
rewarding shopping
mechanism. We are
presently able to
generate a limited but
powerful set of data and
analytics and have
identified technologies
that can better improve
our data offering.

11. Prototype
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Fulfillment is absolutely crucial
Significant research and development have yielded a lean solution
Our unique vacuum seal parcels have been developed to be compatible
with SingPost guidelines. SingPost’s island wide reach, its de-facto mailbox
access and low cost are crucial in enabling our business in Singapore. For
orders that exceed SingPost limits, 3rd party dispatch services are engaged.
Solving Pains Great Experience Use caseOverview
Our use of integrated labels makes picking
and packing from almost 170 of our clean
and organized SKU labeled drawers a
breeze. We believe this lean and simple
solution is scalable up to the mid-term

12. Prototype
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Jill eliminates consumer pain
Well almost everything except the cramps…
#4: Jill’s allows you to receive parcels anywhere
Opaque packaging and its rectangle shape means that no one in the office
can ever guess what you’ve just ordered!
#3: Jill removes “queue shame”
No more prying and judgmental eyes in stores when you purchase the more
“sensitive stuff” like test kits for pregnancy or yeast infections.
#2: Jill removes pain of being unprepared
Customers never have to worry about running out; Jill’s period tracking calculations
even include an initial buffer stock . Customers are prepared from day one.
#1: Jill saves you time, lots of it
No more journeys to stores and long queues! We have made one of the
worst and most time consuming retail experience no longer a necessity.
#5: Jill doesn’t need you to be home to receive parcels
Our unique vacuum sealed parcels fit your mailbox(based on monthly usage
quantities) which means you don’t have to be home when it arrives!
Solving Pains Great Experience Use caseOverview

13. Prototype
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A new shopping experience
Positive reviews of our interface and loyalty driven shopping dynamics
#8: Jill’s fuss free referral program
Earn points from inviting friends simply by entering their e-mail addresses. (if
your friend spends $1,on the first order she earns 100 points while you earn 200)
#7: Simple points rebate system
Points are displayed for every product and redemption is an absolute breeze
with sliders at checkout for you to indicate your exact $$ offset amount.
#9: Extra savings
Subscribers receive a months worth of points as bonus. We do this because we
can get better prices from our suppliers and pass that on to consumers.
#6: Pads, liners and tampons are sold by the piece
This allows everyone to mix and match across brands and products to create their
own unique mix! Customers receive exactly the products they want and need.
Solving Pains Great Experience Use caseOverview

14. Prototype
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Let us give you an example
Our dear friend Maxine has never found it so easy!
Maxine’s on the irregular cycle
subscription and receives her mix of
pads (3 types, 12 pieces in total)
and
liners (1 type, 8 pieces in total)
the first week of every month
Maxine then returns to
friendswithjill.com every few weeks
to purchase feminine washes and
wipes. She uses points earned from
her subscription to offset these
purchases!
Solving Pains Great Experience Use caseOverview

15. Introduction
Business Model
Prototype
Next steps

16. Next steps
BLOGS
Advertorials on
influential blogs with
audience matching
our target market
Establishing a
fulfillment team and
centre within close
proximity of SingPost
HQ.
Clear goals and steps have been identified
We have outlined plans to further test and validate our concept
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Marketing Technology
Fulfillment
Testing and
integrating analytics
providers that
would be able to
produce and
package
data/analytics.
Achieve top ranks for
keywords related to our
categories and brands.
Launching Facebook ads
with a target of 10,000
likes
Malaysia Time LineValidation
Acquiring industrial
vacuum machines to
speed up packing

17. Next stepsTimeline
Aggressive timeline achievable with our proven lean methods
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Malaysia Time LineValidation
Marketing
Technology
Fulfillment centre
Web localization
Fulfillment centre
Payment integration
Marketing
Singapore Malaysia
M1 M2 M3 M4 M5 M6 M7 M8 M9 M10 M11 M12
New hires
New hires
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