-

1. Making the best product decision faster and more efficiently with
technology and information
Lina Krief & Kenny Soh
Lina.krief@audencia.com Sohjunxian@berkeley.edu
1

2. Too little time,
Too many products
Numerous cosmetic brands and products
But there’s only a few ones that suits you
And there is limited TIME
Especially for busy women
2

3. That's why we created
COSSOR MAKEUP
Cossor Makeup is a makeup mobile application that
serves busy beauty enthusiasts by analyzing users’
preferences, past product history and user profile to
recommend a range of curated products available in
any localized beauty retail store.
3

4. Opportunity
4
Have no
idea
48%
Knows exactly
the products
52%
DO YOU KNOW WHICH
BRAND SPECIALISES IN WHAT
KIND OF COSMETIC
PRODUCT?
Have no idea Knows exactly the products
78.3%
Finds it hard to
products that
suit them
39.1%
Finds that there
is too much
choices
CHALLENGES FACED WHEN CHOOSING A COSMETICS
PRODUCT

5. Outlook
Increasing trend of self-care
Evidence of using technology to aid
product selection
Relatively well distributed of products
sold by luxury and drugstore brands.
Emarketer: https://content-na1.emarketer.com/health-and-beauty-shoppers-seek-more-info-in-store
5
TAKEN A PHOTO OF
PRODUCT
20%
SCAN, PAY AND CHECK
OUT
19%
TAKE PICTURE TO
SEARCH FOR MORE
INFORMATION
19%
SCAN BAR CODE TO
LOOK UP FOR OTHER
INFO
15%
LOYALTY AND
REWARDS PROGRAM
14%
CHECK AUTHENTICITY
13%
INTERNET USERS WORLDWIDE USE THEIR SMARTPHONE
WHILE SHOPPING FOR HEALTH, BEAUTY AND PERSONAL
CARE PRODUCTS

6. Prototypes
6

7. Competitive Matrix – Combination of all but better
Popularity
Quality/
quantity of Filters
Products match/
personalization
Diversity of brands/
products
Information data hub
Link to purchase /
see availability /
Location
Reviews / social media
sharing
0 4.5 4.5 5 4.5 4.5 4
3 2 2 3.5 4 3.5 4
4 3 4 3.5 3.5 4 1
2 3 4 3.5 3.5 4 4
3 4.5 1 4.5 3 2.5 3.5
7
(Scale between 0 and 5 with 0 being N.A., 1 being the worst and 5 the best)
0 1 2 3 4 5

8. Source of Revenue
Big Data
(future)
Expansion of
beauty
community
Consumers
spending
habits,
preferences
CPC
$0.20
CPM
$1.80
8

9. Timeline
Development
of mobile
application
interface /Apr
19
Contacting
stakeholders
/May 19
Compilation
of data /Jun
19
Analysis of
skin-product
compatibility/
Jun 19
Beta-testing
/Jul 19
Testing /Dec
19
Launch /Jun
20
Working on
future
plans/Jan 21
9

10. Marketing plan & strategy (Users)
Building a beauty community of busy users, year 1
Raising awareness of Cossor Makeup in business
events in bay area, beauty related events .
Roadshows at California Colleges, complementing
with social media promoting (Instagram, LinkedIn)
Pitching idea to beauty retail store for ad placement

11. Income statement
11

12. Appendices
12

13. Team
Lina Krief
Lina comes from France, she went to Audencia
Business School.
She has done several internships at Guerlain
(LVMH), Atout France and Ernst and Young
Parthenon. She is interested in consulting strategy
and beauty world.
Kenny Soh
Kenny comes from Singapore where he was trained
in Architecture at Singapore University of
Technology and Design.
He is briefly trained in the Python language and is
interested in incorporating efficiency and
productivity into lifestyle choices.
13

14. Cossor
Cossor develops mobile applications and complementary experiential
services that help matches users and cosmetic brands (makeup and skin care)
products based on the users' profile, geographical location, needs and
convenience.
Our application not only serves as an information hub for make-up products
but also as the communication bridge between users, cosmetics companies
and both online and the traditional physical sellers.
Cossor revenues will be generated by advertisement and partnership
with brands, commission from each product sold and with some reservation
fees for cosmetics products.
14

15. “Helping everybody look good using the
least amount of time and effort."
Cossor's mission
15

16. Market Size
Where to start ?
USA
16

17. Qualitative Research
(5 people at Sephora and benefit in Berkeley)
"Enjoys the whole shopping experience in the store"
"Shops aimlessly in the store"
"Prefers shopping in person to test the product and see how it looks"
"Either ask for assistance or ask friends for recommendation"
17

18. Solution/Unique Benefits we offer
Bridging the gap by becoming the data hub and personalized advisor Competitiveness advantage:
→ Localization services (focus in the USA, starting from California)
 Direct people to the Ecommerce shops/ physical shop in the vicinity/neighborhood for the
specific product to purchase
 Regional, climate and location-based recommendation (e.g. Different countries will have different
sets of recommended products).
18

19. Solution/Unique Benefits we offer
Bridging the gap by becoming the data hub and personalized advisor Competitiveness advantage:
→ Qualitative and quantitative filters
 Having an assistant (machine learning, pattern learning, AI) to help filter selection and choices
using parameters e.g. your skin, past products, your location.
 Eliminating the confusing, vexing and tormenting process of researching, searching, picking out the
right product.
Factors influencing decisions
19

20. Solution/Unique Benefits we offer
Bridging the gap by becoming the data hub and personalized advisor Competitiveness advantage:
→ Compilation of reviews and branding from all platforms
(e.g. social media, bloggers)
20

21. Solution/Unique Benefits we offer
Bridging the gap by becoming the data hub and personalized advisor Competitiveness advantage:
→ Personalized to each individual user
 The personalization/match allows the reduction of choices and hesitations
Why cosmetic/skincare products are the biggest challenge for you to select?
21

22. 2x2 Positioning
Personalization/ Customization
Advance Search functions
22

23. SWOT
Strengths Weaknesses
Easy to use (instinctive and simple)
Quality and quantity of filters
Real time inventory updates
Diversity of brands and products (worldwide)
Personalization service
Big information hub
Time is required to gather data (geographical,
product information etc.)
Time to gain awareness
Opportunities Threats
Product reservation services for internet
trend/craze drives sales of products that may
lead to out of stock situation
Low barrier to entry (anybody can enter)
Shopping experience in physical store is
difficult to replace/substitute
23

24. Marketing plan (Users)
Audience Strategies Activities
Target personas Marketing Goals Marketing Channels
• Busy People
• Girls students and businesswomen 15 –35
years old
• Beauty Enthusiasts
• Smartphone users
• Mobile application
download of 5,000
within the first month
• Daily application usage:
once per user in that
month
• Social media : Facebook, Instagram, twitter,
• People : Influencers and during networking
• Advertising
• Roadshows
• Billboard
• YouTube
• Magazine/ Newspapers
Customer Journey Key Strategies Tactics & Activities
During a break/in the evening/ on weekend/ for
a special need/events  looking for a product 
walks into the cosmetic store and was dazzled by
all the products Application
• Focus on the efficiency
and the rapidity of the
App, after that focus on
the user's fidelity
• Discounts/vouchers, promo code when users show
evidence of Cossor usage
Value Proposition Pricing & Positioning Measures of success
• The application where people can easily and
quickly find everything about makeup
The Application is free • Daily/Weekly/Annual
Number of application visitors
Number of new profiles
Which service on the
application is the most used/less used
24

25. Marketing plan (Cosmetics Brands)
Audience Strategies Activities
Target personas Marketing Goals Marketing Channels
• Drugstore
• Indie cosmetic brands
• Luxury brands
• Obtain product information (description,
ingredients, location etc.)
• Express interest in collaboration/deal
with cosmetics company
• Email
• Meeting
• Social media
• Private events
Customer Journey Key Strategies Tactics & Activities
N.A.
• Long term partnership that consider
commission as revenue
• Short term advertisement
• Conduct, research and collate customer’s
behavior and feedback during product
selection to emphasize efficiency of quick
matching of product and consumers
Value Proposition Pricing & Positioning Measures of success
• The application where people can
easily find everything about makeup,
for itself and others at any time
• $0.20 – $0.50 cost per click
• $2000 per product banner
advertisement
• Daily/Weekly/Annual number of application
visitors
• Service on the application is the most used/less
used
25

26. Positioning (Cosmetic Brands)
• For cosmetic companies
• Who are looking for more sales, notoriety and advertising (new
products, range etc.)
• Our product is a cosmetic advisor mobile application called "Cossor"
• That helps matches users and cosmetic brands products based on
different users data (location, needs, profile etc.)
26

27. Positioning (Users)
• For beauty enthusiasts
• Who do not know what is new on the market and are spoilt for choices
and not sure how to choose the right or new product and
• Our product is a cosmetic advisor mobile application called "Cossor"
• that helps matches users and cosmetic brands products based on
different users' data (location, needs, profile etc.)
27

28. Promotion
• Recruiting Beauty enthusiasts such as social influencers for beta-testing.
• Meeting with cosmetic companies and beauty retails store for feedback
session
• Through events (networking, pitching events, beauty events)
28

29. Limited information on
Product's availability /
location service
Limited product brands
Diversity of product brands
Frequent updates on
Product's availability /
location service
Position Attribute Map
29

30. Support team
• External:
 Software
Developer/Programmer
 Language Translator
 Editor
• Internal:
 Designer
 Public Relations and
Communication
30

31. Future Projects
1. Branching to specific niche market such as men's grooming for facial hair
or skincare specific
2. Mobile tester vehicle that brings the whole shopping experience that
includes testing out products to users' convenience
1. Users select several products/brands recommended to them or those that they
want to try and compare
2. Mobile tester vehicle will set up and prepare the selected products and testers and
drive to the users' location
3. Users can experience product testers before deciding and have the whole shopping
experience in the vehicle at their convenience
4. No need to make their way down to stores or be overwhelmed with the wide
arrays of choices or be disappointed if the desired product is not available.
5. Future opportunities especially in autonomous vehicle
31

32. Operation plans -Cossor, your best advisor to looking your best.
Product information and data collection:
Phase 1: Collaboration with Brands
Working directly with cosmetic brands to obtain their latest and current product information and media kit for
compilation and update of Cossor's data hub.
Phase 2: Tagging and data organization
Then a team will be assigned to tagging the products with relevant Cossor filters.
Phase 3: Community Collaboration
Another team will be responsible to working with the online community and review platform to share their thoughts
on the different cosmetic products.
32

33. Operation plans -Cossor, your best advisor to looking your best.
Location, Geographical and climate data collection and analysis:
Phase 1: Setting up a system
Working with distributors and existing brick and mortar stores to implement a real-time inventory system through
the Cossor mobile application that can update or inform customers in advance the availability of the product. May
look into existing mobile application such as Target or online platform such as amazon.
Phase 2: Setting up a weather-skin analysis hub
Cossor will also be working with local weather forecast agencies to summarize the attributes and environmental
effects due to the weather. Cossor will research and consult dermatologist with the available weather data so that
we can better advise users on suitable products for that particular climate. We would be starting with National
Weather Service US.
Skin profile and product analysis:
Extensive research on different skin conditions and products ingredient and their claims and together with experts'
advices such as dermatologist and chemist to better recommend products to user's skin. Using this as
the algorithm the application's matching and advising system.
33

34. Financial Plan
• Looking for a partner that is adept in mobile application development
• Reduce cost of mobile application
• Tapping on available beauty application/ecommerce application API/SDK to reduce cost
Source of Funding Cost
Founders' savings, families and friends' loan 20 000
Bank Loan 200 000
Angel Investment 100 000
Crowdfunding 10 000
Total $ 330 000
34

35. First year Budget Cost
Salaries 235 000
Application development 40 000
Domain name 10
Miscellaneous costs (Events, commute) 5 000
Total $ 280 010
Start up budget
35

36. Monthly Cash flow
36
Cossor
Cash Flow Statement Year 1
Year 1 by Months Estimated Annual
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12 Year 1 Projection
OPERATING ACTIVITIES
Net Earnings (37,251) (32,251) (17,002) (14,626) (17,002) (17,002) (19,377) (24,127) (24,127) (26,503) (28,878) (28,878) (287,023) (272,023)
Depreciation 361 361 361 361 361 361 361 361 361 361 361 361 4,333 4,333
Working Capital Changes
(Increase)/Decrease Accounts Receivable (4,143) 0 (1,657) 829 (829) 0 (829) (1,657) 0 (829) (829) 0 (9,944) (9,944)
(Increase)/Decrease Inventories (4,143) 0 (1,657) 829 (829) 0 (829) (1,657) 0 (829) (829) 0 (9,944) (9,944)
(Increase)/Decrease Other Current Assets (4,143) 0 (1,657) 5,202 (100) 0 (100) (200) 0 (100) (100) 0 (1,198) (1,198)
Increase/(Decrease) Accts Pay & Accrd Expenses 0 0 31 5,217 795 37 832 1,701 73 832 869 37 10,423 10,423
Increase/(Decrease) Other Current Liab 499 0 200 (100) 100 0 100 200 0 100 100 0 1,198 1,198
Net Cash Provided/(Used) by Operating Activities (48,821) (31,890) (21,382) (2,289) (17,502) (16,604) (19,841) (25,380) (23,693) (26,967) (29,305) (28,480) (292,155) (277,155)
INVESTING ACTIVITIES
Property & Equipment (50,000) (100,000) (50,000) (40,000) 0 0 (40,000) 0 0 0 0 0 (280,000) (20,000)
Other 0 0
Net Cash Used in Investing Activities (50,000) (100,000) (50,000) (40,000) 0 0 (40,000) 0 0 0 0 0 (280,000) (20,000)
FINANCING ACTIVITIES
Increase/(Decrease) Short Term Debt 50,000 0 50,000 50,000
Increase/(Decrease) Curr. Portion LTD 0 0 0 0
Increase/(Decrease) Long Term Debt 0 0 0 0
Increase/(Decrease) Common Stock 200,000 0 200,000 200,000
Increase/(Decrease) Preferred Stock 0 0 0 0
Dividends Declared 0 0 0
Net Cash Provided / (Used) by Financing 250,000 0 0 0 0 0 0 0 0 0 0 0 250,000 250,000
INCREASE/(DECREASE) IN CASH 151,179 (131,890) (71,382) (42,289) (17,502) (16,604) (59,841) (25,380) (23,693) (26,967) (29,305) (28,480) (322,155) (47,155)
CASH AT BEGINNING OF PERIOD 50,000 201,179 69,289 (2,093) (44,382) (61,884) (78,488) (138,329) (163,710) (187,403) (214,369) (243,675) 50,000
CASH AT END OF PERIOD 201,179 69,289 (2,093) (44,382) (61,884) (78,488) (138,329) (163,710) (187,403) (214,369) (243,675) (272,155) 2,845

37. Cash flow
37
Cash flows from operating activities
Net Income 83,200$
Adjustments to reconcile net income to net cash
provided by operating activies
Depreciation Expense 4,333
Increase in Accounts Receivable (9,944)
Increase in Inventory (9,944)
Increase in Accounts Payable 10,423
Increase in Notes Payable -
Increase in Taxes Payable - (5,131)
Net Cash provided by Operating Activities 78,069$
Cash flows from investing activities:
Acquisition of plant assets -
Net cash outflow from investing activities -
Cash flows from financing activities:
Proceeds from issuance of preferred stock -
Proceeds from issuance of common stock -
Proceeds from Mortgage Payable -
Payment of long-term debt -
Net cash inflow from financing activities -$
Net increase in cash 78,069$
Cash balance, December 31, 2018 2,845
Cash balance, December 31, 2019 80,914$
Statement of Cash Flows
For the Year Ended December 31, 2019
Increase (Decrease) in Cash and Cash Equivalents
(Amounts in thousands)

38. Annual balance sheet
38
(Amounts in thousands)
Current Assets
Checking Account 50,000$
Certificates of Deposit -
Accounts Receivable 200,000
Inventory -
Total Current Assets 250,000$
Fixes Assets
Land -$
Buildings -$
Less: Accumulated Depreciation - -
Equipment 5,000$
Less: Accumulated Depreciation 500 4,500
Total Fixed Assets 4,500$
Total Assets 254,500$
Current Liabilities
Accounts Payable--Trade -$
Notes Payable--Bank -
Taxes Payable `
Total Current Liabilities -$
Long-Term Liabilities
Loan Payable -
Total Long-Term Liabilities -$
Total Liabilities -$
Owner's Equity 50,000$ 50,000
Total Liabilities and Owner's Equity 50,000$
As of December 31, 2019
Assets
Pro Forma Balance Sheet
Liabilities and Owner's Equity