BLOOMEI is a digital platform that connects consumers looking for beauty and personal care services in new cities with local businesses providing those services. The platform aims to address the difficulties people face finding trustworthy and suitable services when living in an unfamiliar place. BLOOMEI will provide convenient search, comparison, and booking capabilities through its online platform. Research found that people living abroad primarily use the internet to find these services but find it difficult to easily obtain detailed information to compare options and directly book appointments. BLOOMEI intends to become a one-stop solution for these needs.

1. BLOOMEI
Feel at home, while away

2. Project Brief
Client: IE Business School, Madrid
User: Foreign students and professionals
The Challenge
People who move to a new city or who travel frequently, have difficulties finding trustworthy beauty and personal
care services that suits their needs. We live in an era of technological development; however, the beauty and
personal care industry has largely avoided a digital makeover.
Our Insight
An increasing number of people consider that improving their image is an investment rather than an expense.
Either in the personal, social, or professional environment, peoples’ status is perceived to be enhanced when
their physical image is improved. Search engines do not provide all-in-one platform business comparison results
to its users. In this industry, price is not the best indicator to infer the quality of the service providers; so users
need a reliable source of information for care and beauty service providers in foreign cities around the world.
The Solution
BLOOMEI is a digital platform that connects local businesses offering beauty care services and consumers
looking for them in unknown/new markets. BLOOMEI’s value proposition to users consists on providing a
convenient and trustful one-stop search/comparison and booking system through its online platform.

3. Work
Breakdown
Structure

4. CUSTOMER DISCOVERY
Lack of
information
Language
Barriers
Difficult
search
Lack of tacit
knowledge
No social
trustful network
Movers’ pains
1
2
3
4
5
Feel at home, while away
BLOOMEI

5. TARGET PERSONA

6. Problem
• People who move to a new city or who travel
frequently have trouble finding a trustworthy
beauty and personal care service
An online platform that optimizes beauty & personal
care services between users and providers,
facilitating the convenience and guaranteeing the
quality of the experience.
VALUE PROPOSITION
Feel at home, while away
BLOOMEI

7. SOLUTION
Feel at home, while away
BLOOMEI

8. Fast & simple search,
reservation and payment
with all the info needed
Trustful source linked to
social media
Customized options to
ease decision making
1
2
3
Increase customer base
through a new channel
Increase visibility of
the business
Possibility to optimize the
business, minimizing idle hours
USERS
The Problem Originators
CUSTOMERS
Businesses
High quality standards & feedback
Hair Salons | Nail Salons | Spas
Algorithm & Filters
International students & professionals
Advertised in BLOOMEI site
& social media channels
Match Catch
An online bridge between !
users and personal care/beauty services

9. Strong
social
Media
presence
+
Recognition
of high
quality
Maximize
Capacity
+
Additional
channels
Big
Data
Screened
high-
ended
service
providers
Increase
customer
base
No
language
barriers
BLOOMEI
Feel at home, while away
!" !" !" !" !"!"
FOR US, THE CUSTOMER COMES FIRST

10. Network Effect
Benefits both ways
Access to
hair, mani &
pedi salons & spas
through a search, reservation
and payment engine
New way of booking
personal care services
USERS
Additional sales channels
Increased visibility
High-end quality positioning
(Be proud of)
CUSTOMERS
BUSINESSES
BENEFIT
PROVIDES
BLOOMEI
Increase
database
Sometimes discounts
to fill idle hours
Feedback
& Better
Service
More clients

11. The BIG QUESTION
How to reach users and customers
Partnerships
• Technology
• Not only the site / app itself, but also the integration needed
• with the salons’ reservation system
• Bloggers and Fashion Magazines (ads + widgets)
• Create awareness, WOM, credibility and high quality positioning
• Universities, multinational companies and relocation agencies

12. USERS
• Through the already mentioned credible partnerships
• Initial subscription free coupon
• Loyalty achieved through the features of the site and novelty
• Monthly subscription fees
• Best price guaranteed and sometimes access to Match Catch feature
• Reward and recognition (influencer)
CUSTOMERS / BUSINESSES
• Strong sales pitch
• Connection with credible brands
• Proud to be marketed in high-end positioning
The BIG QUESTION
How to reach users and customers

13. Design and Implementation
in Madrid, Spain

14. WE ARE THE ANSWER TO THE
WHERE SHOULD I GET A HAIRCUT QUESTION
WHEN LEAVING IN A NEW COUNTRY (LIKE SPAIN) :)

16. !"

17. !"

18. MARKET SIZE
An opportunity for us
€487 Bn
€18
thousand
€7 Bn
Worldwide beauty
& personal care
industry
Spanish beauty &
personal care
industry
New Spanish
residencies
granted in 2013
Focus on Madrid

19. Investment
App and site development 52,500 €
Custom Content Management Systems 5,000 €
Blog 2,500 €
Key account - Iniatial sales pitch 10,000 €
Initial MKT Campaign 5,000 €
Total 75,000 €
Business Model
Initial Investment

20. • Only 15% of services come from walk-ins reservations
• A professional women, generally, has its manicure done every week
and the prices in Salamanca area start at 20€.
• Normally they do more than one service per visit (pedicure, hair, eye-brows, etc
• Revenues – 7,5% charged to service providers
• Payment is made through BLOOMEI
• Payback estimated in year 4
• Operational break-even achieved with 181 annual users
• Customer Life Time Value
• Churn rate of 40%
• 50€ or 100 € depending if given an initial free coupon of 50€
Business Model
Assumptions

21. Assumptions Year 1 Year 2 Year 3 Year 4 Year 5
Users
Average Ticket 25 € 25 € 25 € 25 € 25 €
No. of Times per year 24.0 24.0 24.0 24.0 24.0
No. of times per month 2 2.0 2.0 2.0 2.0
No. of customers 350 700 1,400 4,200 6,300
Growth rate of customers 100% 100% 200% 50%
Businesses
Comission Fee 7.5% 7.5% 7.5% 7.5%
% Walk-ins reservations 15% 15% 15% 15%
% Phone reservations 85% 85% 85% 85%
Business Model
Financials

22. Transactions
COMPETITION
We focus on the customer
Information
Targeted Market
Mass Market
US Market
BLOOMEI

23. RESEARCH / INTERVIEW FINDINGS
All interviewees are living and/or have lived abroad at some point in their life
and they always struggle with how to find reliable information from a trustworthy
source. This constituted the main issue that kept coming up in many of the
conversations. This validated my hypothesis that people who live abroad for
more then 3 months have the basic necessities of “getting a hair cut at a place
they can trust, at a price they can afford and be able to compare to that in their
country of origin, and ultimately establish a relationship with a specific salon.”
It was interesting to see that many of the other issues that consistently came up
was that Internet is the main searching channel customers use to address these
needs. The problem with this channel is that it generates an overload of
information, creating difficulties to the user when it comes to easily finding
detailed information about places or compare same services between different
providers. Furthermore, even when there is enough information, it is often
complex to check service availability and book the services online.

24. BLOOMEI
Feel at home, while away
CONTACT US AT: MARIA DE MOLINA 31, MADRID, SPAIN | +34 657 175 932