The document outlines the story and growth strategy of Lazy Creatures, a startup that creates comfortable and stylish loungewear. After struggling to find good loungewear options herself, the founder started making her own pieces that became popular through word-of-mouth, leading her to launch a successful Kickstarter campaign in 2014. The document discusses Lazy Creatures' product development process, target market of millennial customers, competitive advantages, and plans for marketing, growth, and a $30,200 investment round.

1. Ridiculously comfortable clothes
that you’ll obsess over.
lazycreatures.com
angel.co/lazycreatures
stephanie@lazycreatures.com

2. |1 lazycreatures.com
- Traction -Growth
Time
Vision & Mission MVP
Product
Market Fit
Scale
CIRCA
2010
TODAY
AUGUST
2015
JUNE
2012
FEB
2014
JUNE
2014
2014 FEBRUARY
After not being able to find comfortable & stylish loungewear for 3 years,
I decided to sew a tee out of a ridiculously soft fabric that people were
crazy about. My friends loved it.
2014 JUNE
Went on Kickstarter to crowdfund $9,603 through word-of-mouth
for a piece of clothing that no one has tried on yet.
2014 JULY - DECEMBER
Production begins. In the last 2 months of 2014, Instagram followers grew by 650%.
Internet strangers loved the concept of Lazy Creatures.
2015 JANUARY
Backers start receiving packages in the mail.
They were very excited about the product, and wanted more.

3. |2 lazycreatures.com
- The Problem -
A PERSONAL PROBLEM THAT MANY SHARED
In 2011, I asked an ex-boyfriend: why aren’t there any comfortable but cute clothes
that you could wear around the house? 3 years later, I found out that people were
having the same thoughts on the internet.
It turns out there weren’t a whole lot of options for affordable, comfortable, and
cute loungewear. Most people wore ratty old T-shirts or stuck with activewear.

4. |3 lazycreatures.com
- My Experiment -
In February of 2014, I started planning a Kickstarter campaign to test for
product/market fit. I designed, sewed, photographed, videotaped, and called out to
my social network for help and suggestions. I launched the campaign in May, and
hit my goal amount in June.

5. |4 lazycreatures.com
- Social Proof -
Comments from Kickstarter Backers

6. |5 lazycreatures.com
- Market Data -
INDUSTRY
WOMEN’S APPAREL - LOUNGEWEAR
MARKET SIZE
GLOBAL / US WOMEN’S APPAREL
$539B / $110B
CHINA / US WOMEN’S APPAREL COMMERCE
$51B (2012) / $52B (2014)
WOMEN’S LOUNGEWEAR MARKET
$2.5B
BIGGEST DOMESTIC MARKETS
California
Texas
Illinois
New York
Pennsylvania
CUSTOMER SEGMENT
Tech-savvy millenials, 18 - 33

7. |6 lazycreatures.com
- Competitive Landscape -
Most major brands have launched a loungewear extension, but it’s
mostly plain garments that only serve one location - home.
Traditional loungewear designers are costly, and their aesthetic
is more tailored toward the mature market.
Lazy Creatures fulfills a niche market of millenials
who love loungewear, but still want to look chic
and stylish while being comfortable.

8. |7 lazycreatures.com
- Our Advantages -
1 There is an unfulfilled gap in the loungewear market right now.
Consumers have been spending more on loungewear since 2010, and fashion
trends have really leaned toward comfort as a priority in 2014, but there are very
few tech-enabled loungewear brands in the ecommerce space right now.
2 Today’s loungewear options are, by and large, really boring.
Most loungewear brands have very plain designs that don’t inspire any
excitement or happiness. Lazy Creatures fuses everyday comfort together
with stylish designs to make our customers really obsess over our loungewear.
3 A well-connected & well-rounded founder.
I was born in China, raised in Singapore, and moved to the US to pursue my
entrepreneurial ambitions. I have made friends all over the world, and have
access to manufacturing capabilities in China, Thailand, Vietnam, and the US.
I am both creatively charged and logic driven; taught myself to design & code
websites when I was 12, went to Business School for Marketing, then attended
FIDM for apparel production. Dabbled in online "businesses" since I was 14.
Experienced in both the front-end and back-end of apparel production & retail.

9. |8 lazycreatures.com
- Business Model -
Products are launched by curated editions monthly,
each containing 5 - 6 styes. We show customers how
to dress it up or down for different ocassions.
CURATED
EDITIONS
Garments are priced between $36 - $108, with
shipping costs built into operational expenses.
PRICING
MODEL
QUALITY > QUANTITY

10. |9 lazycreatures.com
- Marketing & Growth Strategy -
2015 FEBRUARY - AUGUST
House Parties: Spreading Brand Awareness & Gaining Customer Feedback
Crowdfunding: Fundraising & Further Proof of Product/Market Fit
Ecommerce: Launch of First Edition in Online Store
2015 AUGUST - 2016 AUGUST
Online Ads, Social Media & PR Campaigns: Spreading brand awareness to masses
Wholesale Accounts: Expasion of sales channels to reach more customers
NEXT 5 YEARS
Product Expansion: Introduce new categories in comfort goods
Growth
Time
PRODUCT DEVELOPMENT
AUGUST 2015FEBRUARY 2015 AUGUST 2016
MARKET PENETRATION

11. |10 lazycreatures.com
- Investment -
Product Development
$6,700
22%
Marketing & Advertising
$6,000
20%
Web Development
$4,000
13%
Overhead
$13,500
45%
I am raising
to reach product/market fit in 6mo
$30,200