Innovation and Entrepreneurship - Academic Project

1. Group #1
Carilee Fore
Chao Liu
Christopher Franklin
Kushal Gaikwad
Leticia Ferreira
Moon Dust
Jewelry
1

2. People want to give gifts and feel good about it:
• Something to be treasured
• That makes people feel valued
What if a gift could, in addition to that, support research and offer job opportunities
for vulnerable people?
2

3. According to Psychology Today, there are several reasons why people give gifts.
Research shows it is hard to find a unique type of gift (Survey Monkey questionnaire
answered by 136 random respondents on April 25th to 26th 2019). See backup slides
for details.
• 65% of respondents said it is at least somewhat difficult to find a unique gift. 25%
think it is difficult or very difficult to do this “job”.
• 71% of respondents consider it at very important or extremely important to give a
unique gift to someone special. 96% of respondents consider it at least somewhat
important.
• Most people give more than 10 gifts per year (57% of respondents to our market
survey)
• Most of those gifts are for “special people”, to whom they would like to give
something unique (71% of respondents)
https://www.psychologytoday.com/us/blog/tech-support/201312/the-5-types-gift-
givers
In his article, “The Social Psychology of Gifts,” Barry Schwartz writes that “Gifts are
one of the ways in which the pictures others have of us are transmitted.”
3

4. Moon Dust
Jewelry
Artisan made
NASA Moon
Dust simulant
Unique gift
Funding UTD
Scholarship
Supports a vulnerable
workforce
4

5. Who are our customers?
Conscious Consumers
Care about social causes
and value responsibly
produced goods
STEM Advocates
Value science and
support research
Venue-Influenced
Buyers
Impulse purchase of
content-related items
Gift givers
5

6. Market and industry overview
Jewelry industry
US$ 18 Bi and
growing
https://www.statista.com/outlook/13010200/109/jewelry/united-states
6

7. Giftgivingindustry
“Global Gifts Novelty and Souvenirs Market 2019-2023.” Technavio New, Technavio,
www.technavio.com/report/global-gifts-novelty-and-souvenirs-market-industry-
analysis?utm_source=t9discount&utm_medium=bw_wk47&utm_campaign=business
w.
• Curiosity Among the Moon Lovers
• Unique Value as a New Form of Jewelry
• Huge Market Demand for Fashionable Jewelry
7

8. Competitive Analysis
Moon-
related
items
Made of
Moon Dust
Simulant
Fine artisan
design
Funding
research &
education
Supporting
vulnerable
workforce
Moon Dust Jewelry X X X X X
Luna X X
Meteorite X X
Mass produced X X
Jewelry from online stores X X
Social cause products X X X
Non profit scientific and educational institutions
National Geographic also have their own online websites and retail stores where they offer merchandise such as gifts, jewelers,
home decor products, travel and history books etc.
8

9. Moon Dust Jewelry
Etsy - Necklace from
Lunar Meteorite
NWA 5000
The Space
Collective-
Meteorite pendant
Other jewelry sold
at museums gift
shops
Other jewelry sold
at onlinestores
Novica - Rainbow
MoonstoneCrystal
Pendant
Expensive
Inexpensive
Perceptual map
Low quality /
Not authentic
High quality /
Authentic
Bubble size = social impact
9

10. Business model
Phase I
May 1st 2019
B2B only
Selected
museums’ gift
shops
Phase II
August 1st 2019
B2B + B2C
More museum gift shops +
Online stores
Phase I
○ Go directly with selected science and art museum gift shops for this limited-
edition item targeted at “early adopters” until July 31, 2019.
Phase II
○ Increase the scale & scope of the channels of distribution AFTER the 50th
university date (July 29,2019). TAM, SAM and SOM.
○ Expand sales channels to online and add new Moon Dust products in response
to the growing interest among “late adopters“ expected because of new
missions and landings on the Moon going forward.
Potential Channels of Distribution:
Phase 1:
McDonald Observatory (UT Austin) – Fort Davis, TX
Johnson Space Center – Houston, TX
Perot Museum – Dallas, TX
Phase 2:
10

11. Dallas Museum of Art – Dallas, TX
Houston Museum of Natural Science – Houston, TX
Amon Carter Museum of American Art - Fort Worth, TX
Kimbell Art Museum - Fort Worth, TX
Kennedy Space Center – Merritt Island, Florida
Smithsonian National Air & Space Museum – Washington, DC
Griffith Observatory - Los Angeles, CA
The Franklin Institute – Philadelphia, PA
Channels: How will we distribute to distant locations – product can be mailed. It
undergoes stress test and is safe to be mailed despite weather conditions/potential
damage.
10

12. Marketing mix
Product
Moon Dust Jewelry
Price
Average $65 per unit
Promotion
Point-Of-Sale
Samples
Website
Place
Museum gift shops
Online channels
4 P’s
Customer need
A unique gift,
fashionable, with a
sense of purpose
Cost
Comparable to
similar products
Communication
Moon-related
content
Convenience
Right where they
access related
content
4 C’s
Price - around $65 for necklace.
Place -museum store locations with possible eventual extension to online retail but
only after phase 2.
Product – (already explained)
Promotion - promotion through social media (Instagram) but a website is necessary.
Promotion through museum placement/advertising, promotion through PR (social
media, website) to coincide with the anniversary of our first moon landing/China’s
upcoming expedition to the moon). Website can provide the additional news
releases, relevant lectures, relevant current events. Promotion through Dr. Carter’s
publicity and/or lectures at Johnson Space Center. Will use Google Analytics to track
online hits and make adjustments accordingly.
11

13. Advertising
Online
○ Online video by Dr. Carter - $1,000
○ MDJ website development - $1,000
○ Facebook/Instagram -$1,500
○ Sponsor Youtuber -$1,500
○ Google AdWords -$ 37,388
Offline
○ Sampling - $500
○ Point-Of-Sale material - $300
○ In-person MKT trips/ lectures - $1,000
Total US$ 43,688
1%
2%
7%
86%
2%
1% 1%4%
Sampling
Website dev
Social media
Google adwords
Storytelling event
Printed materials
Online video
Direct sales /key marketing activities-$1500
12

14. Pricing strategy
• Premium pricing
• Controls demand/supply
• Positions it as Art
Skim pricing
• Competitive pricing
• Volume building
• Promotional offers
Penetration
pricing
MSRP
US$ 65
US$ 45
Scheme pricing policy – adjustable down depending on demand to control supply
13

15. Sales Assumptions
163,508
24,526
1,840
Based on online survey + A/B test on social media channels
14

16. Income
statement
Periods Ending Jul 31, 2019(A) Dec 31,2019(B)
Financial Statements in U.S. Dollars 2019 A (TEST) 2019 B 2,020 2,021 2,022
Revenues
Gross Sales 10,603 126,684 251,325 346,219 536,063
Total Revenue 10,603 126,684 251,325 346,219 536,063
Operating Expenses
Resellers Discount 50% 5,301 34,287 78,188 78,188 78,188
Net Sales 5,301 92,397 173,138 268,031 457,875
Cost of Services Sold 4,001 47,769 51,159 70,475 109,119
Gross Margin and GPP
Gross Margin 1,300 44,628 121,979 275,744 426,944
Gross Profit Percentage 12.3% 35.2% 48.5% 79.6% 79.6%
Advertising and Marketing (SEO$0.27*75K) 0 20,250 40,500 $81,000.00 133,000
Sales, General, and Adminstrative
Expense
3,000 23,438 60,000 100,000 138,000
Research and Development Expense 530 2,534 14,351 17,311 26,803
Miscellaneous 150 1,795 3,561 4,906 7,596
Total Expenses 3,680 48,016 118,412 203,217 305,399
Operating Income
Operating Income ($2,380) ($3,388) $3,567 $72,527 $121,545
Operating Margin -22.4% -2.7% 1.4% 20.9% 22.7%
Provision for Income Taxes
Income Before Income Taxes ($2,380) ($3,388) $3,567 72,527 121,545
Provision for Income Taxes (D32*.23) 0 0 749 16,681 25,524
Net Income (Loss) 0 0 2,818 55,846 96,020
Net Income (%) 0.0% 0.0% 1.1% 16.1% 17.9%
Consolidated Income Statement
HILO "Moon Dust Jewelry"
15

17. Cost analysis
16

18. Funding strategy
• Angel investor – Phase I
• Early first round funder – Phase II
Exiting strategy
• Generational family business – no exiting
17

19. Questions?
Comments?
18

20. Backup slides
19

21. Market survey
20

22. How many gifts do you give per year?
Survey Monkey, 04/25/2019 to 04/26/2019 – 136 respondents
0% 5% 10% 15% 20% 25% 30%
None
1 to 5
6 to 10
11 to 15
16 to 20
More than 20
57%
21

23. Survey Monkey, 04/25/2019 to 04/26/2019 – 136 respondents
What percentage of those gifts are for special people,
to whom you would like to give something unique?
0% 5% 10% 15% 20% 25% 30% 35%
Less than 10%
10% to 29%
30% to 49%
50% to 69%
70% to 89%
90% or more
71%
22

24. Survey Monkey, 04/25/2019 to 04/26/2019 – 136 respondents
How hard is it for you to find a unique gift for
someone special?
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Very easy
Easy
Somewhat easy
Neither easy nor difficult
Somewhat difficult
Difficult
Very difficult
65%
23

25. Survey Monkey, 04/25/2019 to 04/26/2019 – 136 respondents
How important is it for you to give a unique gift to
someone special?
0% 10% 20% 30% 40% 50% 60%
Not at all important
Not so important
Somewhat important
Very important
Extremely important 71%
24

26. Survey Monkey, 04/25/2019 to 04/26/2019 – 136 respondents
How much would you pay for a unique type of fashion
jewelry, to be given to someone important to you?
0% 5% 10% 15% 20% 25% 30% 35%
Less than $20
$20 to $40
$41 to $60
$61 to $80
More than $80 60%
25

27. Canvases
26

28. Moon Dust
Jewelry,
unique gifts
with a purpose
Special jewelry, made
of exclusive material
(Moon Dust simulant)
Part of the proceeds
will fund Dr. Carter’s
Scholarship
MDJ will create
employment and
revenue for
vulnerable people
Unique
material and
story
Responsible supply
chain and production
process
Jewelry that
promotes science
and supports
vulnerable workers
Make
people feel
special
Create
special
memories
Give special
gifts to
significant
people
Be regarded as
someone thoughtful
Feel good for
contributing to a
cause
Hard to find
something unique
Jewelry is sometimes
associated with
waste, exploitation,
and conspicuous
consumption
Moon Dust Jewelry - Value Proposition Canvas
https://www.strategyzer.com/canvas/value-proposition-canvas
27

29. Value Propositions
Channels
Customer Relationships Customer Segments
Revenue Streams
Key Activities
Key Resources
Cost Structure
Key Partnerships
Moon Dust Jewelry 1.0
Science
museum
visitors
Gift givers,
impulse
buyers
Special gift
seekers
Museum
gift shops
curators
and buyers
In-person
lectures /
storytelling
by Dr. Carter
In-store
transaction
Gift shops
in science
and art
venues
B2B online
store
(wholesalers)
Unique
gifts with a
purpose Authenticity
certified by
Dr. Carter
Funds
science and
education
Opportunities
for a
vulnerable
workforce
Exclusivity
of sales
until
07/31/19
Jewelry
production
and
shipping
Dr. Carter's
"road
shows" and
certificates
Raw
material,
certificates
and
packaging
Moon-
related
science
content
Website
Dr. James
L. Carter
UTD's
James L.
Carter
Scholarship
Fund
Christyna
Franklin,
jewelry
design and
production
Vulnerable
workforce
(single
moms, etc)
UTD's
Venture
Development
Center
Raw
material
and
packaging
Labor /
manufacturing
and shipping
Inventory /
storage
Sales costs
Content
creation and
maintenance
Jewelry
sales
Online and
in-person
transactions
(museum
buyers)
Online
videos by
Dr. Carter
Facilities /
General and
Admin
Conscient
consumers,
sensible to
social
causes
B2C online
stores
starting on
08/01/19

30. Competitors
29

31. 30

32. 31

33. 32

34. 33

35. Museum gift shops’ jewelry selection
34

36. 35

37. Industry data
36

38. 5 Forces Model
Competitive Force Threat to Industry Profitability
Low Medium High Comment
Threat of substitutes x There are many substitutes for jewelry
Threat of new entrants
(niche)
x
Only one Dr. Carter providing the material
and authenticity certificate
Rivalry among existing
firms
x
There is usualy one gift shop at each science
venue
Bargaining power of
suppliers
x
Sole supplier of moon dust simulant, but
contract partnership
Bargaining power of buyers
(consumers)
x
Wide selection of gift options, but special
attraction to moon-related items
37

39. Market dimensions as measured by museum
attendance
• National Air and Space Museum – most visited Smithsonian museum in the
USA in 2018 with approx. 5.6 million visits
(https://www.statista.com/statistics/258338/visits-to-smithsonian-museums-und-institutions/)
• From 2001-2018, approx. 126 million visits to National Air and Space
Museum (https://www.statista.com/statistics/258375/number-of-visits-to-smithsonian-national-air-and-
space-museum/)
• NASA Space Center Houston – more than 1 million visits per year, 250,000
of which are student/program visits
(https://www.nasa.gov/sites/default/files/atoms/files/jsc_overview_2019_booklet_final2-20-19.pdf)
• Kennedy Space Center – more than 1.5 million visits per year
(https://www.space.com/17705-nasa-kennedy-space-center.html)
38

40. Market dimensions as measured by industry
• As of 2015, ”gifting” market totals about $131.3 billion & $1 out of
every $10 spent in malls and shopping centers in America
(https://unitymarketingonline.com/wp-content/uploads/Gift-Retailing-in-21st-Century-Style-White-
Paper1.pdf)
• Jewelry store reduction reached approx. 4% by 2017 (as opposed to
historical rate of 2%)
Meanwhile, jewelry sales increased by 3.9% by 09/2017. TRANSLATION:
Consumers are purchasing jewelry in less traditional settings (e.g.
online, specialty)
(https://mjsa.org/publicationsmedia/mjsa_journal/the_state_of_the_jewelry_industry)
39

41. Market dimensions as measured by industry
• Annual growth rate of jewelry industry 2014-2019: -0.6%. Total
revenue in 2019: $32 billion. Traditional jewelry sales is not growing.
(https://www.ibisworld.com/industry-trends/market-research-reports/retail-trade/clothing-accessories-
stores/jewelry-stores.html)
• Novelty gift/souvenir market forecasted a CAGR of almost 5% by 2023
Increasing demand for personalized and seasonal gifts.
Key driver – technological advancement leading to product innovation
(https://www.prnewswire.com/news-releases/global-gifts-novelty-and-souvenirs-market-2019-2023-
increased-demand-for-personalized-gift-products-growing-demand-for-non-seasonal-gifts--increased-
offering-of-specialized-merchandise-300754208.html)
40