Orb is a monthly subscription box service for tween girls that will provide organic makeup and accessories. It will launch on November 27, 2015 and be headquartered in San Antonio, Texas. The four founders will initially manage the company. While the cosmetics industry is very competitive, makeup products provide high profit margins. Subscription services are also lucrative and help build customer loyalty. Orb aims to market to generation Z females through social media and its supplemental app. The $20 monthly subscription will provide value through natural ingredients and items like lipstick in a spherical container.

1. Anthony Ashner
Ryan Colgren
Bonnie Rischmann
Michael Sullivan

2. Orb
● A once-a-month subscription box for tween girls that include organic
makeup products and accessories.
● A supplemental app is also available with the product

3. Mission Statement

4. Cosmetic Industry Background
● The cosmetic industry is one of the most
competitive industries
● However, it is one of the highest grossing
industries.
● In the overall health and beauty care market,
makeup margins tend to be the highest (as much
as 38%), followed by skin care (as much as 35%).
● Increased interest particularly in the United States
and Europe and worldwide sales were $9 billion
and projected to be $14 billion by 2015.

5. Subscription Industry Background
● The subscription industry is very lucrative
● Often good value for the price spent
● People are looking for an average value of about double compared to what
they paid.
● Beneficial for small businesses as a focus is placed on building a customer
base.

6. Company Background
● Identity Green is an eco-friendly
company
● Orb will come into existence on
November 27, 2015.
● Headquartered in San Antonio, Texas.
● Four management members of the
company for now.

7. S.W.O.T Analysis
Strengths
● Marketing
● Company Image
● Available Technology
Weaknesses
● Financial Resources
● Production Costs
Opportunities
● Component lifestyle
● Social Media
● Ethnic Markets
● Purchasing Power
Threats
● Competition
● Consumer Privacy

8. iBbeautiful
● Most popular kids beauty product on
mysubscriptionaddiction.com
● $20 a month, $28 a month for a t-shirt
package deal
● Same price for all subscriptions
● Biggest competitor

9. LYFNow
● Main theme of loving yourself
● $29 a month, free month if you subscribe
for a year
● Targeted to ages 13 and up

10. Posh Pak
● Three different boxes for different ages
● $29 a month
● Healthy/beauty products, school supplies,
fashion accessories, technology

11. The Boodle Box
● “Fashionistas in Training”
● $25 a month
● No free shipping on some of the
subscription options

12. Customer Analysis
● Generation Z Females
● Accessibility
● App
● Buying Power
● Appeal
● Social Media

13. Product
● All-natural, all organic ingredients
● One key ingredient comes from ylang-ylang
● Found in our skin care products
● Within the Orb, you could receive items such
as hair chalk, nail polish, lipstick, scarves
● Housed in a spherical shape container

14. Product
● No warranty
● Return policy of 10 days with a cancellation of
subscription
● Value of Orb is excellent compared to others

15. App

16. App

17. App

18. Place
● San Antonio, Texas
● Packaging
● Shipment
● Damage & Replacements
● Future Locations

19. Promotion
● Digital advertising will be the most effective way to reach tween girls
● Online banners for YouTube & social media websites
● Marketing to parents
● Social media marketing
● Glitz marketing

20. Advertisement
● Supplemental app
● Facebook
● Instagram
● Twitter

23. Price
● $20
● $240/year
● Free Shipping
● Eco-friendly
● Trial

24. Implementation
● Social Media
○ Feedback
● Budgets
○ Variances
○ Monthly
○ Semi-annual
● Internal Discussion
○ Four P’s
● External Discussion
○ Analysis

25. Control
● Cognitive Dissonance
● Marketing Mix
○ Four P’s
● Survey
● Market Research
○ Focus Group
○ Surveys
○ Social Media

26. Control

27. Thank you for your time.