This document summarizes Charlene Davis' tablescaping business called Tablescape Magic. It provides an overview of tablescaping as decorating flat surfaces and how the company's website and subscription boxes help people quickly and easily decorate for occasions. The target market is home furnishing consumers aged 35-64. Tablescape Magic fills a niche by offering unique coordinated decorating sets. It plans to generate revenue through e-commerce, subscriptions, retail partners, and advertising. The company needs $250,000 in funding to launch its website and product line and expects to be cash flow positive within a year.

1. Charlene Davis
California Program For Entrepreneurship
Santa Clara University
November 14, 2010
www.thetablescapediva.com
www.tablescapemagic.com

2. Overview
• ”Tablescaping” is a new business concept
• Tablescaping is decorating any flat surface
• “Go To” social media website promotes the
products
• Site provides “How To” lifestyle tips, trends
and tradition ideas
• Tablescape Magic™, a unique “niche”
tablescaping product

3. Issue
• Time Challenged
• Creatively Challenged
• Want to feel good about table
• Want self accomplishment
• Want guests to feel special
• Need to go to several stores for
products
Tablescape Magic™
Is The Answer!

4. Tablescape Magic™
• We empower women to do it themselves!
• Unique coordinated boxed sets
• Quickly and easily decorate for holidays, special
occasions and family traditions
• DVD teaches 3 step method so anyone can
create a custom tablescape in minutes
• www.tablescapemagic.com

6. Team Diva
• Diva/Charlene Davis
– Passion for families and friends gathering around the table
– CPA with 28 years of business & finance experience
– BS Accounting-San Diego State University
• Jeff Davis
– CPA with 28 years business development, operations and
finance experience
– BS Business Economics-UCLA
• Joe MacKrell
– 30 years in marketing, branding and film and video production
– BS Film and Video Production-Brooks Institute of Photography
• Advisory Board
– Currently in discussions with:
• Leading Infomercial Executive
• Retail Expert
• Social Networking Expert

7. Who’s Buying?
Home Furnishings:
• $26.2bn U. S. market
• 64% between 35 and 64 years old
• 13% spent on decorative items
• $2.2bn target market

8. Industry & Competition
Tablescape Magic intersects Home Furnishing and Fabric & Craft industries.
• Home Furnishing Industry:
– Projected revenue $26.2B in 2010, $29.4B by 2015. (ibisworld)
– Stores include Bed Bath & Beyond Inc. and Williams-Sonoma Inc.
• Tablescape Magic is unique in today’s marketplace
• Tablescape Magic is a niche product. “…it is possible to enter a niche in this industry
by offering unique products…”. (ibisworld)

9. Marketing, www.thetablescapediva.com
Customers
Retail
Pop Culture
Fans
Diva Site
TV
Shopping

10. Revenue Streams
• Direct to Consumer, e-commerce
– Internet Sales
– Infomercial Sales
– Women Trade Shows
• Tablescape of the Month
– Subscription Revenue Model
– Auto-ship Program
• Retail, Home Shopping Revenue
• Advertising Revenue
0
500
1000
1500
2000
2500
3000
Year
1
Year
2
Year
3
Revenueper000
Advertising
Subscription
E-Commerce
Retail

11. Operations & Development
The Tablescape Diva:
• Social Community Web Site is created
• Diva Internet TV Channel
• Tablescape Gadgets
• Heritage Cookbook
Tablescape Magic™:
• 5 kits developed, inventory & operations in place
• Web site with e-commerce is operational
• Tablescape of the month club
• Expand Product Line:
– Premium
– Printed Fabric
– Logo…License…Sports

12. Financial Need and Exit Strategy
• Exit Strategy
• Sell to company with complementary product lines:
• Better Homes & Gardens
• Target Home
• Costco-Kirkland
• Sell to Direct Sales Company…Partylite Candles, Scentsi or Pampered Chef
Inventory
40%
Marketing
34%
Web Dev
12%
Production
10%
Other
4%
Use of Funds
• Financial Need: $250,000
• Cash Flow Positive after 1 year

13. Why Us?
• Hot, New, Trendy, Niche Industry
• Right Product, Right Time
• Team to Get It Done!

14. Thank You
thetablescapediva.com www.tablescapemagic.com