Fashion Forward Maternity is an online monthly maternity clothing rental service that aims to provide more variety at a lower cost compared to purchasing maternity clothes. The business has experienced steady growth in organic search traffic and customer conversion rates. Key challenges include managing a small team, funding inventory needs, addressing concerns around customer turnover and market size, and barriers to entering the maternity clothing rental market. The founders are seeking a $2.2 million funding round over 18 months to fuel further growth and marketing efforts.

1. www.fashionforwardmaternity.com @RentMaternity
erin.lewis@fashionforwardmaternity.com

2. 4,200,000 Pregnancies
in the US every year!
• Average spend for first pregnancy is over $600
• If buying upscale or professional clothing,
costs can quickly top $3000!
10 pregnancy tops $ 800
4 pairs pants $ 375
2 pairs shorts $ 140
4 dresses, 1 formal $ 550
1 suit coat $ 140
3 sweaters $ 300
1 pair designer jeans $ 190
2 skirts $ 160
1 coat $ 280
$2935
*Average Annual Spend for Professional Man or Woman in 2010: $880

3. 4X maternity market growth
within next 5 years
$4.8B by 2015.
Global Industry Analysts, Maternity Apparel: A US Market Report, 2010)
Maternity purchases up 3-6%
while purchases of total women’s
apparel declined 5-6%.
NPD Fashionworld’s AccuPanel
Destination Maternity (50% of market)
Revenues were up 4.2%;
Internet purchases were up 32% ‘10
Internet purchases were up 34.4% ‘11
AP newswire, October 2011

4. 80%
of women are
unhappy and are
looking for a
different solution!

5. Fashion Forward Maternity
Online monthly maternity clothing rental
Items/ Month Price/ Item/ month
<10 items $ 23.50
10 items $ 21.15
Affiliate
$ 19.97
Members
Wardrobes that change
with growing shape
with the seasons
3-4x the Variety!

8. Competitive Landscape
Poor Quality Huge Selection
Varied Selection Terrible Quality
30% Premium
Smaller Selection
Formalwear &
More Expensive
Dresses Only
Mixed Model
Not Full-time

9. 1200
Search Top Keywords Driving Organic Search Traffic
Traffic 1000
Dec. 2011 Jan. 2012
Feb. 2012 Mar. 2012
Apr. 2012 May 2012
• Organic Search Traffic and 800
June 2012
customer base growing
steadily
600
• Consistent Customer
Conversion at 0.4% - 0.5% of 400
visitors
• SEO: Ranking for 165+ 200
keywords
• 1650+ FB and Blog 0
Sytlish Fashion Maternity Cute Trendy
Followers Maternity
Clothes
Forward
Maternity
Clothes Maternity
Clothes
Maternity
Clothes

10. Customer Acquisition

11. Business Development
$10 referral bonus for you
Plus a $10 discount for your friend
Converting curious visitors
Live chat converting >50%
Employer Discount Programs
“100 Best Places to Work for Women”
OBGYN & Fertility
Clinics, Insurance, Direct Email, Yoga
Studios, Boutiques
Select Advertisement & Promotions

12. The Team
Erin Lewis- 15 years Shop & Product Management, Supply
CEO, Founder Chain. MBA, MS Industrial Engineering
Sannie Sieper- 15 years Marketing, Public Relations. MBA
CMO, Founder
Judy Skiles Lavers- 20 years Finance, Experience growing an $800M
CFO, Founder company. MBA, CPA

13. Challenge #1: Small Team
Talent Acquisition
Marketing Strategy Expert including data collection, sale and use of data
Sales Director: Affiliates including OBGYN
Advisers
Ecommerce Jon Nordmark- CEO UsingMiles, former CEO eBags
Social Media Luke Wyckoff- CEO, Social Media Energy
General Sramana Mitra, 1M/ 1M campaign
Maternity Retail Nataline Ngo- Founder, Lead Designer for Maternal America
Judy Masucci- Store owner, Designer for Annee Mathew
Website Design Payam Zarabi- President, Founder at Nox Solutions
SEO Ben Metzker- SEO expert, Native Rank
Marketing, Team Angela Tallman- Transform Coaching

14. Challenge #2: Inventory
Investment Dollars used for Inventory only
when growth > 8% /Month (200%/ Year)
*After year 1
• Net 30 or Net 45 terms
• Delay orders – “Immediates”
• Adding Drop-ship
• Liquidation price = purchase price
•Available Asset Backed Loan CONFIRMED
•Payback on Inventory= 2 months rental
MITIGATION
CHALLENGE FUTURE
• Commit to purchase • New designers agree to
3-6 months ahead of delivery consign and/or drop-ship
• Wholesale (or better) pricing • Stronger designers can carry
more inventory risk
•Larger Business Model in Effect

15. Challenge #3: Customer Turnover
LONG TERM & BIG REWARDS
Existing Moms of Mom Blog Reviews
New Mom Advice Websites
Pre-schoolers Morning TV Fashion Shows
Social Media Engagement
Best Source of Referrals-
Impassioned Ambassadors
Mommy Magazines
Affiliates
Pregnant CONVERSION & CASH
Women TheBump.com
4 Major Pregnancy Magazines
Affiliates

16. Challenge #4: Will Women Rent?
Comparable businesses:
– Rent the Runway (30M in VC, in business since 2009,
– BagBorroworSteal.com (On Sex and the City)
– RentMaternityWear.com
– TieTry.com
Over 80% of women said in survey that they
would wear borrowed maternity clothes
– Common Practice today

17. What our customers are saying!
• OK, I’m obsessed! I think this is a brilliant idea for maternity clothing, BRILLIANT!
• I just received my order… will be recommending you to all my pregnant friends and
moms
• This has been a miracle. I‘m telling the entire NYC Junior League
• My daughter is so excited… we will send you a photo and will recommend Fashion
Forward Maternity at every opportunity!
• I have a big chest and had an impossible time finding nursing tops that
would look good on me- until now!
• With my first pregnancy …I felt embarrassed …I wanted to burn the
clothes. This time I love to show off …what a difference!
• …can’t believe you have my size!
• The only problem… there are too many choices…
• I have to commend you on some of the best customer service I have
ever experienced.
• I’m going to tell all my friends!
• I love that my wife feels beautiful in her new clothes
• A company that really has its priorities straight
• Do you have non-maternity (clothes) too?

18. Challenge #5: “Small” Market Size
Consider $2.2TRILLION Spend, Ongoing Revenue Streams
Affiliate Marketing
Nursing Apparel
Rapid Weight Loss
Drop Ship Accessories and
Personal Items
High-end Toy Rental
Non-designer Maternity

19. Challenge #6: Barriers to Entry
Higher Caliber Website:
Look and Feel
Back-end Inventory Management and Reporting
Photography
SEO: Takes time to build, we own URLs
Tech: Queue Management ala Blockbuster.com
Founding team of mothers
Founding skill-set in operational efficiency
Superior Advisory Board
Relationships with the Designers and Affiliates
Speed and Scale

20. $2.2M Funding over 18 months:
Fuels Growth and Marketing
$330K
Sources
Bootstrapped Capital
Series A
$800K
Series B
Revenue
$1400K
$5000K
Uses
Variable Costs
Other Fixed Costs
IT development and
Hosting
Marketing
Salaries
Clothing Purchases
for Growth
Buffer

22. Donations and Green Commitment
Mothers from many backgrounds
need a little help to feel
Powerful, Beautiful, Confident and
Stylish
Dress for Success, Goodwill, and
Operation Shower
The right clothes
• help women nurse longer
• can break down prejudices
against pregnant & nursing women
Carbon Neutral Shipping and
Green Cleaning!

23. Thank you!!
www.fashionforwardmaternity.com @RentMaternity
erin.lewis@fashionforwardmaternity.com