At BrushRite Inc., their mission is to raise awareness of the health risks of bacteria growing on toothbrushes by replacing traditional toothbrushes with their innovative BrushRite system. The BrushRite system features a reusable handle and interchangeable bristle heads that are replaced after each use. This allows customers to conveniently change their bristle head daily for improved oral hygiene and health. BrushRite aims to market directly to health-conscious consumers by shipping products to customers and promoting the system's benefits of a clean bristle head with every brush through dentist offices and infomercials.

1. Miki Segal
January 2010

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• Company Name
• The Pain
• Our Solution
• Why Now?
• Psychographics
• Demographics
• A/I/O
• Target Market
• The Industry
• The Competition
• Why We Will Succeed
• Promotion
• Distribution

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At BrushRite Inc., our mission is to raise awareness on
the new scientific breakthrough that the bacteria on your
toothbrush are harmful for your health. We want to make
sure people who care the most about their overall health,
as well as the color of their teeth, are able to conveniently
and inexpensively change the bristle of their brush daily.
Based in New York, BrushRite Inc. hopes to revolutionize
the industry by replacing traditional toothbrushes with our
innovative BrushRite™ system.

4. • The only alternatives health-conscious people have
for a new toothbrush are costly and inefficient.
• The most common solution to a clean toothbrush is
using a toothbrush sanitizer.
• Our target market are people who don’t trust
sanitizer chemicals or its efficiency. Their only option
is to purchase new brushes or bristle heads.
• These people don’t want to waste time at the
retailer buying toothbrushes.
• They are paying for the plastic on each new brush
they buy.
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5. • For health-conscious consumers,
BrushRite™ is the most efficient way to
treat your teeth, and preserve your health,
with a new clean bristle head every time.
• We offer our customers the cheapest
option for a new bristle head every brush.
• With our subscription service, we save our
customers time by eliminating the time
spent at the retailer buying toothbrushes.
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6.  The BrushRite ™ is a system for the removal of a used
bristled toothbrush head with a new replacement
toothbrush head. The replacement bristled toothbrush
heads will be provided in a pack. The permanent/semi-
permanent handle will be used with multiple
replacement bristled toothbrush heads.
 The BrushRite™ handle has a revolutionary designed
head that will easily accommodate the interchangeable
bristled toothbrush head.

7.  The customer loads a pack of 10 bristle heads into the
holder. After brushing, the customer pushes a button
that triggers a new bristle-head to push out the used
one. After all 10 heads are used, a new pack must be
loaded into the holder.
 Customers will finish the 10 head packs at an average
of 5 days.
(Play Video)

8.  Improved personal oral hygiene
 Whiter Teeth
 Improved overall health.
 Prevents contact with influenza (the flu) virus,
herpes simplex I, streptococci, staphylococci,
yeasts, and the bacteria that cause gum disease,
cavities, and even diarrheal illness which can
survive in high numbers on toothbrushes.
 Subscription saves you time not having to go to
buy toothbrush
 Cheapest solution to a new bristle head every
brush.

9.  The holder: $100
 We will offer a $100 mail in rebate with the
purchase of a one year bristle head
subscription.
 The standard subscription will be 6 packs (of 10
bristle heads) per month for $20 a month.
 Expressed Lifetime Warranty will be offered on
the holder because the bigger warranty is the
better product is. Because we are making our
money on the subscriptions, it pays to replace
any holder.

10. • The recent trends in the oral hygiene
market show that more and more people
are being made aware of the problem of
bacteria on their toothbrush.
• Many new products and innovations have
been introduced to the market to try and
solve this problem.
• The market for these products is at the
horizon.
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11.  Our target market is very conscience about
their overall health as well as their oral
hygiene.
 They have no problem spending a premium for
the most efficient ways to better their health.
 They care about how white their teeth are.
 They research breakthroughs in medicine
regularly.
 Our target market is among the more
knowledgeable.
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12.  Age: Adolescence and above
 Gender: both male and female
 Class: Middle-Upper Class
 Education: High School students, College
students and graduates, Graduate School
students and graduates.

13.  Our target market believes that health is more
important than cost.
 They believe a healthy lifestyle and clean
mouth is extremely vital.
 They want to brush in the most effective way
that gets the job done.

15.  Our main competition is a company called
VioLight. They sell a wide range of toothbrush
sanitizers and are currently advertising to raise
awareness of the new medical trend.
 Other competition includes other companies
that sell toothbrushes with replaceable bristles.
A major advantage we have over our competition
is the relative inexpensiveness of our product,
While doing a better job, since you replace after
every use.
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16.  The market is out there, there is a company
called Eco-dent that sells the same sort of
product just to save the environment. They are
charging 80$ for 18 heads. That’s $4.40 a head!
Our product will appeal to this market since
we charge approximately 33 cents a head. We
will be making a much smaller profit
percentage but the customers will switch over
to our product.

17.  The benefits that our customers get by using our
product are unparalleled.
 The early adapters will be our first customers and they
will sign on to subscriptions.
 The source of success is the subscriptions. People that
sign on to a subscription give us at least a year to
develop a relationship with them.
 As our marketing plan continues to develop, new
customers that are made aware of the trend will see the
early adapters using our product.
 This second group of customers will be people who are
willing to pay a premium for higher perceived value
and want to show the world that they care about their
health the most.

18.  Get dentists to back our product, put brochures
in dentist office.
 Infomercials on TV
 Website
(switch to brochure)
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19.  Directly to to end users.
 Ship products to customers in mail.