CelSell is a consignment platform that specializes in celebrity owned clothing and accessories.

1. Business Plan
JANUARY 2022
CONFIDENTIAL
Rhiannon Rae Ellis rhiannon@celsell.com
August Lasseter accounting@celsell.com

2. Clothing and
accessories from
celebrity closets,
to yours.

3. Table of Contents
Executive Summary
04
Market Opportunities
16
Products and Services
12
Competitive Analysis
20
Market Distinction
08
Target Demographic
18
Product Acquisition
15
Marketing
24
Social Media Strategy
25
Public Relations
26
Community Relations
27
Management Team
28
Financial Analysis
31
References
38

4. Now you can shop celebrity closets at a fraction of the retail cost at CelSell.com.
Need
With the rise of social media and constant access to our daily lives, people feel
more pressure to look and dress a certain way. The continuous need for new and
notable clothing is expensive and not sustainable. It's simply not affordable nor
easy to maintain this lifestyle.
Opportunity
For certain celebrities, they don’t have this problem. Brands send them a plethora
of products in hopes that the celebrity will wear or use the product to gain media
exposure and the celebrity association. If the celebrity receives clothing or
accessories, they usually only wear the item once, and often not at all. This creates
the problem of what to do with this constant stream of new products and the best
way to declutter.
Concept
CelSell.com is a “Re-Commerce” website that sells curated consignment
pieces from celebrity closets, to yours. CelSell offers consumers the ability
to live a sustainable lifestyle while enjoying articles previously owned by
people want to emulate.
We make it easy for the celebrities and their “entourage” to put these
items back into the marketplace by offering full-service “white-glove”
handling of all products. In addition, we give clients the option to donate
the goods and proceeds directly to those in need through our non-profit
arm, The Community Closet.
Have you ever wanted
to dress like a
celebrity?

5. Mission
We provide an elevated clothing consignment platform that grants consumers
access to celebrity closets at affordable pricing. These items are acquired through
unique personal relationships with celebrities that make it easy for them to
dispense of them with an outlet they trust.
YOU MAY NOT BE A CELEBRITY,
BUT YOU CAN DRESS LIKE ONE.
Value Proposition
CelSell.com offers consumers unique access to high-quality goods previously
owned by celebrities at fair prices and a strong ethos.
Consumers want stylish high-quality apparel, and we offer these items at lower-
than-retail pricing since most celebrities are gifted the items free of charge.
Celebrities sell with us because of the relationship, trust, ease, and goodwill.
They prefer the ease of our service versus the work of attaining the highest price.
Items deemed not sellable are cleaned and donated to our Community Closet, a
501(c)3 that works directly with individuals and families in need and has genuinely
made a difference in their lives.
CelSell is here to make an impact with the environment, community, your closet,
and your wallet.
CelSell is all about giving. Giving the customer the best value and
service. Giving back to the community. Giving fashion a second
chance.

6. Market Opportunity
There’s a paradigm shift in the perception of shopping secondhand, with
Millennials and GenZ powering the transformation. The secondhand resale
marketplace is currently valued at $36 Billion per year and is estimated
to grow to $77 Billion per year by 2025. More than ten of the top resale
marketplace companies have valuations over $1 Billion, with marketplace leaders
TheRealReal valued at $9.1 Billion and Poshmark valued at $7.4 Billion.
Theory of Change
If we make it easy for celebrities to upcycle their clothing, the community and the
environment will benefit in multiple ways.
Management Team
CelSell has eight partners with similar yet different backgrounds to complement
each other’s strengths.
•The CEO has worked in sports and entertainment for 20 years and has developed
personal relationships with a plethora of celebrities. She started her own agency that
represents prestigious talent as well as consulting to the CEO’s of some of the largest
entertainment and Fortune-500 companies.
•The COO helped develop the fashion industry in Miami and launched one of its most
successful modeling agencies still operating today.
•The CCO of the company has 15+ years experience working in high-end fashion retail
and began her career as an assistant to high profile celebrities.
•The Head of Social Media strategy has a diverse background in social media and
influencer marketing with an impressive track record of implementing successful viral
campaigns.
•The Head of Digital Marketing has worked with iHeart for 20 years, most recently as its
Vice Present of Brand Strategy.
SECOND CHANCE SUCCESS

7. Financial Overview
Our financial projections expect us to be cash flow positive in the third year of
operations with 9.5X growth year over year in the first 5 years. With our business
model, we are able to benefit from lower overhead due to the fact that we do not
have upfront inventory purchase costs. This is an excellent opportunity to invest in
an industry that is skyrocketing with a company that is mindful of the bottom line.
Operations
The company is headquartered out of Florida, with a small office in California and
most management team working from home. The first operations warehouse is
2500 sq ft and centrally located in Burbank, California. From there we plan to
expand to a larger warehouse in California, and adding a location in Miami for
easier east coast operations.
Incorporation
CelSell, Inc is a registered C-Corp in the state of Florida.
WELCOME TO CELSELL.COM

8. MARKETPLACE
DISTINCTION

9. MARKETPLACE DISTINCTION
While there are several secondhand retailers, there is no direct
competition. Creating a marketplace of celebrity curated items
requires unique access to those celebrities that few people have
the foundation and trust to secure. Our C-Suite team has those
celebrity relationships.
Everyone works so hard to think outside the box. CelSell
distinguishes itself apart from other companies by thinking inside
the circle. It begins with our inner circle of relationships with
celebrities and their entourages for product acquisition. These
inner circle relationships include assistants, managers, stylists,
family, among others.
CelSell's access to unique product alone sets it apart, but it's the
core value of giving that separates the company from its luxury
resale competitors.

10. MARKETPLACE DISTINCTION
Why buy with CelSell?
VALUE
CelSell offers quality products at competitive pricing in the marketplace. The
items are not acquired through traditional shopping outlets, so we are able to
offer items at rates better than retail. This is an important separation to gain
the vital GenZ and Millennial consumers who place value as their top priority.
CUSTOMER SERVICE
We want customers to not only dress like a celebrity, but get treated like one.
CelSell is a customer-focused company that delivers an impressive user
experience that goes beyond satisfaction to create happiness. We plan to
have live customer service agents available 24/7 with a wait time of less than
2 minutes and a lenient return policy. CelSell is about fostering relationships
and growing our inner circle.
CELEBRITY TREATMENT
Celebrities and VIPs are given exclusive access to styling sessions by CelSell’s
Celebrity Stylist Advisory Board and styling team. In addition, CelSell’s Stylist
Advisory Board works with the communications team to provide styled looks
via social media weekly, and blog posts about current styles and trends.

11. 5% of all sales goes directly to The Community Closet, CelSell’s
non-profit arm. Items deemed non-sellable get donated directly
to The Community Closet and celebrities receive a tax-
deductible letter for the value of the item.
CelSell works directly with specialized non-profits to dress those
in need for job interviews, work, school, and school functions,
like prom. In addition, CelSell works with highly motivated
individuals seeking job placement to re-enter the workforce.
COMMUNITY
MARKETPLACE DISTINCTION
We make it easy. CelSell provides white glove service and
handles all aspects of the resale. We also offer market-leading
competitive commissions, charity components, and membership
to celebrity access-only pages like the ShowRoom and Exchange.
Most importantly, we protect celebrity privacy and property
with innovative security and technology.
Why CELEBRITIES want to sell with us

12. PRODUCT AND SERVICES

13. “RE-COMMERCE”
PLATFORM
At the core of CelSell is our “Re-Commerce” website. This is the the public
platform all products are available for purchase. New products are
uploaded each Thursday.

14. CelSell hosts each item for $250. The item remains on the website for
three loans or three months – whichever comes first. After which, the
article/item is then automatically donated to the community closet.
CelSell works with up-and-coming designers to grow their brand. Each
designer is given one item for free, with each additional item hosted for
$100.
CELEBRITY SHOWROOM
When a celebrity needs something to wear to an event, they (or their
stylist) contact several fashion showrooms and designers in an attempt to
borrow an outfit. CelSell’s showroom streamlines the efforts and allows
celebrities to shop virtually and borrow an outfit. Celebrities who sell with
CelSell are granted access to this perk.

15. MARKET OPPORTUNITIES

16. SIZE OF MARKETPLACE
Its estimated that more than 100 Million people shopped pre-loved
merchandise in 2020. According to Statista Global Survey, more than
35 million people purchased used apparel online for the first time in
2020. Another 225 Million people have said that they would be open to
trying used apparel.
Poshmark has more than 50 million members, and theRealReal has
more than 20 million members. In 2020, Ebay has reported a 195,691%
more purchases in used high-end designer fashion pieces from two
years ago.
As Gen Z continues to enter the marketplace and make their own
money, these statistics are expected to grow, with secondhand retail
expected to more than double from $36B per year to $77B within five
years.

17. TARGET DEMOGRAPHIC
Gen Z owns the most resale and the most luxury products of all
generations. They take their style cues from Peers (48%), Celebrities
and Icons (38%), Street Style (37%), Social Media Influencers (34%).
Since we have a broad clientele of celebrities and entourage, our
target audience is more expansive than most other niche resale sites.
Our central core demographic is female, with an age range from 16-
50. Most of our clientele are employed and earn over $75,000 per
year. However, Gen Z leads the re-commerce transformation, whose
marketplace numbers and spending habits can only increase.
Audience surveyed could select multiple options.

18. CUSTOMER ACQUISITION
CUSTOMER ACQUISITION
Celebrity and stylist partnerships with social promotion component
Organic and paid social media content
Feel-good public relations stories from our community closet
Initial cross platform product listings
CUSTOMER EXPERIENCE
WELCOME TO CELSELL.COM
User-friendly website
First-time discount code
Free Shipping over a certain amount
SHIPPING AND PACKAGING
Upscale branded shipment packaging
Same-day shipment if before 3 PM
2-3 Day Shipping
CUSTOMER SERVICE
Customer service is the top priority
Live agent customer service is available 24 hours per day
We will work with each customer to make sure any
problems are solved to customer satisfaction
CLIENT RETENTION
Public: VIP Loyalty Program
Celebrity: Customer Referral Program

19. • TheRealReal: Founded 2011. Valuation $9.1B (2021)
Luxury Consignment. Full service sales.
• Poshmark: Founded 2011. Valuation $7B (1/2021)
Secondhand Consignment. Peer to Peer Platform.
• StockX: Founded 2015. Valuation $3.8 Billion (4/2021)
Consigned Luxury Sneakers. Peer to peer platform.
• GOAT (includes Flightclub): Founded 2009. $3.7B (6/2021)
Consigned Luxury Sneakers. Blend peer to peer and full service.
• Depop: Sold to Etsy for $1.6B (6/2021)
Started as a social platform, transformed into secondhand consignment.
• Fashionphile: Founded 1999. Valuation $1.4B (5/2019)
Consigned clothing and accessories.
• ThredUp: Founded 2009. Valuation $1.3B (3/2021).
Lower-end secondhand consignment. Full service sales.
• Tradesy: Founded in 2012. Valuation $1.1B (2/2021)
Secondhand Consignment. Peer to Peer Platform.
• Vestiaire Collective: Founded 2009 $1.1 Valuation (3/2021)
Luxury Consignment. Full service sales.
• Rebag: Founded 2014. Valuation $1.11B (5/2021)
Luxury handbag consignment. Full service sales.
• FarFetch: Founded 2009. $6.2B Valuation (2018)
New and used boutique marketplace
• 1stdibs.com: Founded 2001. Valuation $500 M (2019)
Competitive Analysis
More than 10 of the top resale E-commerce companies are
worth over $1 Billion within 10 years.

20. SWOT ANALYSIS
STRENGTH
As celebrities continue to wield influence over the public, the allure of
celebrity-owned items creates a new marketplace opportunity. Brands
continuously gift celebrities apparel in hopes of receiving exposure. As
we establish the CelSell brand and grow our celebrity reach, we
anticipate the brands will partner with us directly to reach the celebrities
and associate their brands with us.
WEAKNESS
The downside to our niche distinction is that we are limited by the
number of sellers in our marketplace. We only allow celebrities and their
entourage to sell with us; therefore CelSell can only grow so much
vertically. However, we can continue to expand horizontally and move
into the other marketplace items such as home furnishings, artwork, and
more.
OPPORTUNITY
Among all of the re-commerce companies, no one has started to push
the celebrity closet angle. As this is a difficult challenge for other
companies, CelSell’s opportunity is to capitalize on its relationships and
"know-how" to achieve the celebrity closet component and receive a
piece of this fast-growing industry.
THREAT
There is the potential that an industry leader with capital such as
TheRealReal spends upfront money for celebrity access and
endorsements.

21. FUTURE GROWTH
The resell marketplace average boasts a company growth of 23% year-to-year
for the past ten years. We have estimated a sales growth of 20% for these time
periods in our standard operations.
As previously mentioned as a potential weakness, our vertical growth of
acquiring new celebrity apparel has a threshold. CelSell has identified numerous
opportunities to expand growth within our core product structure.
CURRENT EXPANSION / VIP LEVEL
CelSell is currently focused on acquiring more product. We have soft launched in
November 2021 with 500 pieces and hope to formally launch in Late Spring /
Early Summer with 3000-5000 pieces.
Our primary focus is customer service and offering the best products and
services to consumers. To begin, we will offer complimentary styling services. As
we grow our customer based, we plan to offer our “Sellebrity VIP Membership”
that grants members first access to new products a day early and continued
complimentary wardrobe styling.
PRODUCT EXPANSION
Once established, CelSell can grow into a marketplace for all celebrity items,
including home furnishings, artwork, and more. For example, many actors
purchase all new furnishings while filming on location in another city and just
abandon these items because it is easiest for them. CelSell can work with this
talent to list the items for sale or donate to local charities in need.

22. FUTURE GROWTH
TECHNOLOGY DEVELOPMENT
SALES APP
In the company’s immediate technology development roadmap, we plan to
develop and launch the CelSell App available on both apple and android
platforms. Based on our Friends and Family trial and industry leader stats, we
expect 70% of our customers to access the store via mobile. As we continue to
assess the company, client, and customer needs, we plan to move into cutting-
edge technology that includes AR shopping, authentication, and tracking
practices.
ORGANIZATION APP
We are currently in the final stages of a custom app development that organizes
all of our inventory. This app will be made available for celebrity use to organize
their personal products as a perk for their partnership. There has already been
outside interest to license and white label the organization app.
SHOWROOM EXPANSION
The showroom works with brands and designers to feature articles in our virtual
showroom for celebrity-only access to borrow. With a proven track record, this
showroom should continue to expand and diversify. We anticipate multi-tiered
brand partnerships that would continue inclusion in the showroom, promotion
through the sales channel, and celebrity placement. To launch, we are currently
offering up-and-coming designers free placement of one item, and a low fee of
$100 per additional item. For established brands, this begins at $250. As we
grow our relationship rolodex, we anticipate this to attract large-scale brands
that pay between $10,000 - $50,000 per month for celebrity product placement.

23. $10M
Approximate CelSell Valuation
GROWTH TIMELINE
2020
•April - CelSell Idea Conceptualized
•August - First Celebrity Items Placed with CelSell
•October - Founding Members Organized
•November - Warehouse Space Leased in California
2021
•June - First Community Closet Donations
•July - Beta Website Testing for Friends and Family with 300 Items
•September - First employee hired
•November - Begin Celebrity Outreach
Soft Website Launch with 500 Items
•December - Organization App Developed for Celebrity and In-house usage
2022
•January - Seed Round Opening
•March - Acquire Larger Warehouse Space
•May - Formal Website Launch with 3000 Items
Launch Event hosted by Ashley Greene
•Summer - Hire Key Executives
Beta Testing of Celebrity Showroom
2023
•January - Average of 10,000 items with DSI of 60
Launch Mobile App
Formally Launch Celebrity Showroom
•July - Average of 20,000 Items with DSI of 45
2024
•January - Average of 50,000 Items with DSI of Industry Avg 30 Days
Acquire East Coast Warehouse Space
5-10 Retainer Brand Clients for Celebrity Showroom

24. MARKETING,
COMMUNICATIONS,
SOCIAL MEDIA STRATEGY,
AND COMMUNITY
RELATIONS

25. All facets of CelSell’s social media and public relations campaigns work
together to present a cohesive, upscale, and philanthropic brand message.
To launch, CelSell will focus on Community Closet initiatives paired with
celebrity participation to generate a "feel-good" buzz that will garner
traditional press and be shared throughout social media channels. In
addition, CelSell plans to host regular fashion shows, clothing drives, and
makeovers for those in need, partnered with our celebrity ambassadors.
CelSell is building both celebrity and celebrity stylist advising boards. Both
of these groups will provide the company with credibility, expertise, and
relationships. Additionally, CelSell will utilize these two groups in
conjunction with using other celebrity relationships for photoshoots and
social media exposure.
With our in-house event team, CelSell will regularly host the Empoweress
Luncheon, a celebrity networking lunch that highlights entrepreneurial
initiatives with industry leaders. This event provides regular pop culture
coverage and continued association with additional celebrities.
Marketing

26. All facets of CelSell’s social media and public relations campaigns work
together to present a cohesive, upscale, and philanthropic brand message.
To launch, CelSell will focus on Community Closet initiatives paired with
celebrity participation to generate a "feel-good" buzz that will garner
traditional press and be shared throughout social media channels. In
addition, CelSell plans to host regular fashion shows, clothing drives, and
makeovers for those in need, partnered with our celebrity ambassadors.
CelSell is building both celebrity and celebrity stylist advising boards. Both
of these groups will provide the company with credibility, expertise, and
relationships. Additionally, CelSell will utilize these two groups in
conjunction with using other celebrity relationships for photoshoots and
social media exposure.
With our in-house event team, CelSell will regularly host the Empoweress
Luncheon, a celebrity networking lunch that highlights entrepreneurial
initiatives with industry leaders. This event provides regular pop culture
coverage and continued association with additional celebrities.
Marketing

27. Instagram: 1.38B Users / Largest Age Group: 25 - 34 (33.1%)
TikTok: 748M / Largest Age Demographic 18-24, 59% Female
Snapchat: 514M / Largest Age Demographic 18-34 (75%)
Pinterest: 478M / Largest Age Group 30-49, 78% Female
Facebook: 2.85B / Largest Age Group: 24-34 (26.3%)
YouTube: 2.29B Users
Twitter: 430M / Largest Age Group: 30-49 (44%)
Reddit: 397M
LinkedIn: 738M / Largest Age Group: 46-55
Teens' Favorite Social Platform: Snapchat 34%, TikTok 29%, Instagram 25%
Via Statista 7/2021
Social Media Strategy
Social media platforms are transforming the way consumers shop. 52% of
socially engaged consumers have purchased products directly through social
platforms. As the shopping landscape continues to evolve, brands with
innovative platforms will emerge to thrive. As TikTok has proven, any brand
or personality can break through. One creative TikTok can revolutionize a
small business.
CelSell management has extensive experience in digital marketing, social
media strategy, and influencer campaigns. The brand is actively planned
across all platforms to maximize outreach, with specialized focus on
Instagram, TikTok, Snapchat, and Pinterest.
Overall Active Monthly
Social Media Platform Users

28. Overview
CelSell uses an integrated communications approach, aligning marketing, social media, and public
relations efforts. The following items are public relations specific activities; however, CelSell's social
media strategy will promote specific communication components. Marketing activities primarily
focus on promoting CelSell products or product lines. However, all marketing components must align
with the key messaging and overall use of CelSell's brand voice, as noted in its communication plans.
Public Relations
Strategy
Communication Goals (2021-2022)
• Build brand awareness of CelSell with target demographics
• Acquire new celebrity partners
• Attain placements in pop culture trade magazines (digital)
• Expand industry awareness of the benefits of celebrity consignment
• Increase donations towards The Community Closet and nonprofit contributions
Strategy & Tactics (Paid, Earned, Shared, Owned
Media)
Internal
• Explanation of top-level goals and timeline of plans to all members from founders
• Monthly business updates to all partners and investors
External
Traditional Press Releases (Owned/Earned Media)
1. Launch
2. Community Closet Success Story (first major success)
3. Launch of a new partnership for named celebrity collections
4. Announcement of new nonprofit donations (large donation)
CelSell Blog Page (Owned/Shared/Earned Media)
• Blogs about Community Closet Success Stories
• Fashion Tips blogs
• Seasonal Trend blogs
• Guest Blog Post from named celebrities
Publications (Paid Media/Shared Media)
• Interview with CelSell founders or a celebrity
• Digital publications such as Just Jared or US Weekly
• Seasonal Fashion Reviews
• Publications like People Magazine

29. “This is the first time I’ve felt like myself in years”
-Mykel,
Clothing recipient for a job interview, and subsequent new job.
Recently brought on board to the CelSell Team
The Community Closet
The Community Closet is the cornerstone of the community
relationship initiatives. This non-profit arm of CelSell works directly
with other specialized non-profits and organizations to provide
immediate clothing to individuals in need.
Clothes submitted to CelSell go through a thorough inspection
process and some items are automatically donated to The
Community Closet. In addition, 5% of all proceeds from CelSell go
directly to The Community Closet.

30. MANAGEMENT

31. Management Team
Rhiannon is an established entertainment and sports executive equipped with 20+ years
of diverse experience managing high-profile talent and brands. She has a successful track
record of developing ground-breaking ideas and leading teams to effectively implement
activations for clients across a multitude of needs. Rhiannon is the CEO of CelSell
overseeing all facets of relationships, development, and operations. She attended
Harvard University for a Master’s in Business Management earning Dean’s List honors.
Rhiannon Rae ELLIS CEO
Augie Lasseter is an entrepreneur born and raised in Miami, FL. He is the founder and
owner of FRONT Management, a modeling agency based in Miami Beach which has been
providing fashion models for major brands since 2006. He has launched several
successful startups and has worked in Public Relations and Event Planning prior to his
current ventures. Augie acts as the COO of CelSell, overseeing operations as well as
providing valuable input for branding and logistical business operations.
Augie LASSETER COO
Julia is a 15-year veteran of the high-end luxury retail industry with an extensive
background working with celebrity and high net worth clientele, delivering an
extraordinary luxury shopping experience. During that time, she developed strategies to
grow several of the top boutiques in Southern California by increasing repeat business
from high-value customers. She began her professional career as a personal assistant to
high-profile celebrities.
Julia Anderson Durst Product & Talent
Yadia Suarez has worked on various sides of the advertising and digital marketing
industries both in-house and with agencies. Her experience ranges across multiple
verticals including:
Yadia SUAREZ Social Media and
Influencer Marketing
To successfully execute the ideas set forth by CelSell requires a truly specialized set of relationships and
network. The management team assembled is uniquely qualified to deliver these attributes.

32. Management Team
Brian McAleer has worked for decades across the US at iHeartRadio Inc, currently VP of Branding.
He is also CEO of Gent Life, a lifestyle publication focused on travel, fashion, mindfulness and
leisure. His experience has been primarily in brand development & influencer strategy working
with talents & digital content creators. Brian is a graduate of Cornell University where he
achieved recognition and status with the National Society of Collegiate Scholars
BRIAN MCALEER
Bronwen Peach has a vast background of professional experience. She spent 5 years
managing talent in the entertainment sector with a specialty in balancing the demands of
both client and talent needs. She is an organizational savant with experience managing
high-end retail and hospitality properties. She is well researched across all re-commerce
sites as one of their top buyers.
BRONWEN PEACH
Troy Senkiewicz has over 20 years of experience developing technology solutions for
major motion picture studios, tech startups and various military and government
agencies. He is founder and President of DigiMax Productions, LLC, a system integration
company based in Los Angeles, CA. Clients include DARPA, The NRO, Boeing, DreamWorks
Studios, MLB and Lollapalooza. Troy has held C-Level positions at multiple tech startups
and has expertise in operations, logistics, R&D, data analytics. security, augmented reality
and virtual reality.
Troy SENKIEWICZ
Matt Gilhooly is a creator and communicator. He has worked in higher education and
start-up organizations in a variety of management roles. In all professional experiences,
Matt relies on his ability to communicate with various audiences in ways that cater to the
needs and desires of everyone. He believes that we must take time to support the people
around us to achieve success. Matt is a Public Relations graduate student at the
University of Florida and earned his MBA from the University of Central Florida in 2004.
Matt Gilhooly
Digital Marketing and Brand Strategy
Operations and Branding
Corporate Communications
Security and Technology

33. FINANCIAL ANALYSIS

34. Financial Analysis
More than 10 of the top resale E-commerce companies are worth over
$1 billion within ten years of launch.
Competitors have seen an average growth of 45% in 2021 and 56% in 2020. Our
projections are based on our 5-week- soft launch numbers and ability to manage
growth at a reasonable rate.
CelSell is estimated to be profitable with a foundation for exponential growth
beginning in year three.

35. Financial Analysis

36. Cost Management
CelSell's cost management procedures include planning, estimating,
budgeting, financing, funding, managing, controlling, and benchmarking costs
so that each department works within the approved budget and improves
performance over time.
We have incentivized a team of experts with equity partnerships who manage
and execute the company vision effectively. Industry leaders in branding,
finance, operations, public relations, digital marketing, and fashion who have
unmatched networks and experience will keep our costs well below market
average. Each division is tasked with researching the most efficient methods
to maximize output while managing cost control.
In addition to exploiting the knowledge and relationships of our board of
industry experts, we have stringent inventory management protocols and
systems to restrict the overhead and warehouse costs.

37. $10M
Approximate CelSell Valuation
Financial Analysis
There are many different methods of reaching a proper valuation. Due to
the relative infancy of this marketplace, it is difficult to find comparable
financials.
However, we used TheRealReal as the closest comp because it is a publicly-
traded company, and we could access its financials. We based our valuation
on TheRealReal's public IPO due to open litigation, which is currently hurting
its stock price.
TheRealReal had an IPO valuation at $1.6B at $20 per share price. Its
assumption was a 23% CAGR.
We have chosen a more conservative growth rate of 20% in our financials.
TheRealReal at IPO was based on an 8X multiplier based on gross profit.
Therefore taking the gross profit for 2023 and using an 8X multiplier arrives
at a valuation of approximately $10 Million for CelSell.
We have projected that a seed raise round investment of $1M is needed for
startup and working capital for year one. We envision all future expansion
initiatives to be funded through our own free cash flow.
$100,000 investment in the seed raise equals 1% of company equity in Class
B shares. Dilution will be a board decision.
Valuation

38. USE of Funds

39. TESTIMONIALS
Celebrity Feedback:
“CelSell is a life saver and game changer!
You make my life so much easier and organized!”
“This is such a great idea! It saves me time and space while
making extra money and helping others.”
Customer Feedback:
“The website looked great,
and checkout was really easy.”
“The order arrived quickly, and
the packaging
was just so nice and pretty.”
“Let me know when you get
more product;
I wanted to buy even more.”

40. Approximate CelSell Valuation
REFERENCES
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2020, https://luxe.digital/business/digital-luxury-trends/luxury-resale-
blockchain/
Markets, R. A. (2021, April 7). Outlook on the Luxury Resale Global Market to
2025 - Increasing Middle Class Population and Spending is Driving
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ThredUp Resale Report (2021).
https://www.thredup.com/resale/#resale-industry

41. CONTACT
RHIANNON RAE ELLIS
Co-Founder and CEO
rhiannon@celsell.com
786-282-5959