DISCLAIMER 1. We were prompted to think about budding, under—rated or under—funded companies
with growth potential. All of the companies here are VERY young. Some might not even be considering
DISCLAIMER 2. All the numbers are conservative guesses, using fairly reliable online references [see References].
Fragrance Discovery and Mini—Perfume
Subscription Service [Birchbox meets Pandora for
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THE THRILL OF NEW SCENTS
30-Day Supply of a Designer Fragrance
Every Month for Just $14.95.
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Stage: Beta. Entrepreneur Roundtable Accelerator
Women no longer have to commit to a full bottle of perfume. Its an all—in—one fragrance
companion. Personalized recommendations. Monthly supply. Access to new products.
Stylish and portable perfume container.
Size: $40 billion market with slow growth. Main target segment: 25-35,busy professionals
and/ or fragrance/ beauty product enthusiasts. Appx.15% of women (20 mil. ) are
achievement—striving, educated, upper middle class. If even 5% signed up, that's 1 mil.
Competition: None providing this exact service; disruptive. Indirectly, Sephora and all
Monthly subscription. Makes money from product (luxury case with decanted perfume
reﬁlls) and service (customized list, delivery).
Already planning VAULT — VIP club/ premium service, with artisan scents. Attrition will be
LR an issue, but it has potential to grow into a community for perfume lovers (the founder
used to organize perfume soirees). Could add another revenue stream: option to buy the
fragrance, get a cut from sales. Could be bought by a player like Sephora or remain its
own brand, like Birchbox.
WHY I LIKE IT
its the next logical step in the fragrance industry. its cumbersome and unnecessarily expensive to buy 3-4
perfumes every season. This is every perfume lover's dream: limitless samples and always having your
perfume with you. The reviews and Instagrams are proof of it. I‘m actually going to subscribe.
Combat Sports Fighting Gear and Apparel for ‘Badass' Women
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Stage: Successfully funded on Kickstarter. Delivering products in Summer'15
WHY I LIKE IT
Proper women's ﬁghting gear, instead of reduced men’s version (e. g. MMA glove).
Adapted to women's physiology and preferences, stylish and not traditionally girly,
designed by experienced textile engineers. Even their apparel looks bad ass.
Size: Women account for 25% of $50 billion combat sports market. To that, add any
woman who does rock climbing, running, or virtually any sport and who wants to feel
conﬁdent and strong while doing it. Competition: In ﬁghting gear, virtually none. In apparel,
the big names: Lululemon, Adidas, Nike etc.
Manufacturing and sale of combat sport gear, apparel and lifestyle items (e. g. their
manifesto) for women. In very early stages, so many other things could spin off.
Has potential to become a Lululemon of sorts. It's passionate, has a clear vision and
mission and could create a fervent fan base and community around it. It could offer MMA
classes. It could cover all the gear needs for different hardcore sports and expand its
apparel line. It could remain independent or be acquired by a bigger company that would
respect its identity.
The sheer idea of the brand and its manifesto make it impossible to refuse; what woman can say 'no' to being
a badass at the gym (and outside of it)? The founder is a 4'11" Krav Maga brown belt who is trying to claim a
spot for women in a very male market. I can see it garnering an almost cult following.
Lyft/ Uber/ P2P Platform for
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Connect with local guides and book unique
adventure travel experiences
Stage: Beta. Accelerator in Hawaii.
WHY I LIKE IT
Adventure tourists are likely to be looking for experiences and immersion. This does
both: it curbs the costs, waiting times and potential crowds of big adventure tours, with
the beneﬁt of local guides.
Size: Adventure travel — 200 bi| |ion$. Main target segment: 18-40 year old tourists who
prefer active experiences. These people are also likely to prefer independent/ local
providers. Competition: None, directly. Indirectly, Vayable, a P2P platform for city tours,
which could integrate adventure travel in the future.
Transaction fee:15% from every booking — some are longer term experiences in faraway
locations, so that amounts to quite a lot. This will probably need rethinking for heftier
Expand its collection of vetted tour providers in offbeat locations. Expand the options
offered to tour providers, who need to be able to sell their product better/ create better
content. With the proper branding, it could become a community/ hub for adventure
travelers, who are a speciﬁc subgroup of tourists with a strong identity. It could also be
bought by Vayable or something like TripAdvisor.
It solves a missing market problem, by creating a meeting place between the 20 and 30 somethings who
want to climb a mountain in Morocco and the longtime locals and expats who can take them there and tell
Instant Photo—Printing Case for Your
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Stage: Successfully funded on Kickstarter. 200K Seed. Delivering products soon.
WHY I LIKE IT
Quick and easy mementos. Gift cards. Sightseeing. Going on vacation. Basically, for
every moment when you wish you could quickly print the photos you take with your
Size: Most obvious (though not only) segment: 15-29 (30mi| .) Say 5% ‘hip youngsters‘
would be interested, that's 1.5 million. Competition: No direct competitor. Indirectly,
Polaroids, for the truly hardcore, regular (and tedious) photo printing of your photos as
needed for everyone else.
Manufacturing and sale of printing case, paper and dock. Paper is device—speciﬁc . A
new phone requires a new dock. Everything is done through the accompanying app. Also
developing video embedding in photos, which could be a premium service.
Most obvious is geographic expansion — in Asia, in particular, where it could be huge. Not
sure about using it as a baseline for other products — perhaps for tablets or laptops, with
a USB or wireless device. Bigger/ full paper size would virtually eliminate any need to use
traditional photo printing. Could be acquired by a big printing tech company.
I admit, I cheated, in the sense that the product has gotten some hype in popular press; itwas certainly
phenomenally successful on Kickstarter. But there's a reason for that. It basically lets you turn your
Smartphone into a Polaroid. I can already see teenagers aching for one to take to school or on holiday. Aside
from its ‘fad’ potential, in the future, it could turn into a useful device for at—home fuII—size photo printing.
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Wine Discovery and Subscription Service
[Birchbox meets Pandora for Wine]
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Bright Cellars is the monthly wine club that
matches you with wine that you'll love.
lake your taste palate quiz to see
your personalized matches.
Stage: Beta. gener8tor Accelerator.
WHY I LIKE IT
5. BRIGHT CELLARS
Removes hassle of picking and buying your own wine. Removes ﬁxed cost of having to
acquire expert knowledge about wine and about your own preferences. It’s like having
your own sommelier to keep your wine rack stocked with a decent, tailored selection.
Size: 30 mil. high frequency wine drinkers (at least once a week). 30% are Millennials (9
mil. ),with a growing share. Target segments: image shoppers (not connoisseurs, need a
quick way to make a fairly impressive choice), enthusiastic newcomers (not
connoisseurs, need a quick way to discover wine). Say they make up 30%, that's 2.7 mil.
Competition: none, directly. Indirectly: Saucey (delivery), wine discovery services.
Monthly fee; the product is a box with 4 wines (1 month's supply) that are offered at a
discount/ members'on| y price. Not clear how much of it is the subscription itself; most
likely has preferential prices from suppliers.
Most obvious expansion is geographical. Second most obvious is increasing the wine
assortment/ supplier menu; this will be vital, as consumers start building a knowledge
base. It could do something akin to Scentbird‘s VAULT, a VIP service with premium
wines for connoisseurs/ aﬁcionados. With the right marketing, it could grow into a wine
community, with local or in—house winetastings.
1. One of the modern rites of passage into adulthood is drinking and knowing wine; this serves both needs.
2.The algorithm works quite well: the first wine it recommended was a 3 year—old Mendozan—made Malbec,
which happens to be one of my favorites. The few blog reviews that have come out so far were also very
happy about their selections. 3. I know it's another 'Birchbox', but, like Scentbird, I think it has the potential to
create an exclusive community around it.
Funding: Angelist, Crunchbase; Scentbird: Kaﬂ<aesque Perfume Blog (perfume market), ‘Female
Economy‘ (HBR article on female consumer segmentation); Society Nine: Kickstarter, Society Nine
website, Examiner. com article on MMA demographics; Advlo: Advlo website, Adventure Travel News;
Prynt: Kickstarter, US Census Quick Facts; Bright Cellars: Vlﬁne Market Council, Constellation Vlﬁnes
Project Genome, WInebusiness. com.