Long-lasting protection for your skin

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Long-lasting protection for your skin
Long-­lasting protection for your skin
Pedro Valencia, Miriam Reyes, Daniel Fisberg, Pedro Neves
6
Long-­lasting protection for your skin
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1.
1 out of 5 Americans will have skin cancer - Extreme
athletes have the HIGHEST probability.
2.
Smart Skin Care has developed the only LONG-LASTING
SUNSCREEN that will last for more than 24 hours and will
not be removed by sweat, water, heat, but only soap.
3.
We have a patented technology from MIT, and a diverse
team of experts who have started successful companies
Long-­lasting protection for your skin
MARKET ANALYSIS
1)
‡
Thousands of different sun care
products in the market are
demonstrated to loose effectiveness after
4 hours in contact with sweat
‡
Skin cancer is the most common form
of cancer in the United States
‡
One in five Americans will develop
skin cancer in the course of a lifetime.
‡
‡
Most of the cases are due to constant
exposure to UV radiation from the sun
For athletes in water (e.g. surfers,
triathletes), the effectiveness of existing
water-proof sunscreen is gone after only
80 min.
‡
Major national associations and
institutions are clearly communicating
that for current sunscreen to work it
needs to be reapplied every 2-3 hours
Sun Protection factor: the higher the SPF, the more protection a sunscreen offers against UV-B (the ultraviolet radiation that causes sunburn Source: Skin Cancer Foundation
Long-­lasting protection for your skin
MARKET ANALYSIS
Long-­lasting protection for your skin
Who is our customer?
‡
Paul Williams, 34 years old, chemical engineer, married with 2 kids.
‡
He works for Exxon and has been with them for 8 years (salary is $105K)
‡
He was a member of his VFKRRO·V track team, and in college he started biking outdoors
‡
He combines biking with running and swimming
‡
He spends most of his weekend outside, either in a park playing with his children or biking
with his teammates
‡
He takes it seriously and spends a large amount of money buying the best equipment available
Long-­lasting protection for your skin
MARKET ANALYSIS
1,297
31%
1,155
2010
9%
60%
2015E
Long-­lasting protection for your skin
PRODUCT
‡
Our product is a sunscreen composed of a protective, nano-scale polymer coating that
binds to the skin and slowly releases zinc oxide over more than 24 hours.
‡
It is not removed by sweat, water, or heat, but simply with soap.
meter
centimeter
100
10-2
millimeter
10-3
Long-­lasting protection for your skin
micrometer
10-6
nanometer
10-9
VALUE PROPOSITION
1. SIX times longer duration
2. FIVE times higher effectiveness
3. At least THREE times lower quantity applied.
Long-­lasting protection for your skin
EXISTING COMPETITORS
Our list of competitors in long, but all of them do not count with our
patent technology:
‡
Coppertone
‡
BurnOut
‡
Banana Boat
‡
No-Ad
‡
Alba Botanica
‡
Neutrogena
‡
KINe SYS
‡
Avalon Organics
‡
All Terrain, Sol Kid Care
‡
Kiss my face
‡
Badger, Avene
‡
Little Twig
‡
Dr. Robin, Loving naturals
‡
TruKid
‡
Johnson & Johnson
‡
(WF«
Long-­lasting protection for your skin
COMPETITIVE ADVANTAGE
‡ There is no similar product on the market, as all sunscreen lost
effectiveness in less than four hours, and only 80 minutes if in
continuous contact with water*
‡ Novel and patented technology
‡ 'LYHUVHIRXQGHU·VWHDPZLWKH[SHULHQFHGDGYLVRUVZKRKDYH
successfully launched similar products
* source: American Melanoma Foundation
Long-­lasting protection for your skin
GO-TO-MARKET ² Sales Cycle
Long-­lasting protection for your skin
Number of Leads
10,000
GO-TO-MARKET ² Creating
Leads
PHASE I
3,000
1,000
500
In parallel: Undergo trials with few Athletes (10-20)
Long-­lasting protection for your skin
GO-TO-MARKET - Pricing
We ran a two-step marketing research with the following
inputs:
‡ Research of existing products and current prices of the
different market segments, such as sports, babies and adults
sunscreen.
‡ We survey different potential customers and found out the
willingness to pay for our sunscreen product.
‡ A suggested price has been set to $17.99 for 3.5 oz. package
Long-­lasting protection for your skin
TIMELINES
Marketing
Market research
Phase 1:
Sales online
Blogs and social presence
Phase 2:
Sales to
Pro stores
Phase 3:
Sales to
retailers
Operations
Product
development
T0
Testing
Y1
manufacture
Y2
Long-­lasting protection for your skin
R&D continues
for new products
Y3
Testing new
products
Y4
FINANCIALS
12,000,000
10,000,000
8,000,000
6,000,000
4,000,000
2,000,000
0
1
2
3
-2,000,000
-4,000,000
-6,000,000
Long-­lasting protection for your skin
4
5
MARKET EXPANSION STRATEGY
Sunscreen for
Athletes
Sunscreen
for daily
use
Skin Rash
Antiwrinkle
Heat Burns
Longlasting
cosmetics
Long-­lasting protection for your skin
Hair loss
TEAM
Founding Team
Pedro Valencia,
PhD MIT
CEO
Daniel Fisberg,
MBA, LBS
CFO
Miriam Reyes,
MBA, MIT Sloan
CMO
Advisory Team
Robert Langer,
Institute Prof. MIT
Long-­lasting protection for your skin
Rox Anderson,
Dermatologist MGH
Pedro Neves,
NOVA
CSO
Where are we going and what do we
want?
‡ We need laboratory space to develop the product
‡ We need to staff: scientific (1), engineering (1),
marketing (1).
‡ We are looking for partnership with manufacturing
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‡ We are looking for $500k as seed investment
Long-­lasting protection for your skin
Long-­lasting protection for your skin
BACK UP SLIDES
6
Long-­lasting protection for your skin
Back up - FINANCIALS
Suncare market in the US -­‐ Euromonitor projections
2014
Total suncare market Sun protection [%]
Sun protection market size
Premium segment [%]
Premium suncare market size
Market-­‐share [value]
1,155,000,000
59.40%
686,070,000
20%
137,214,000
2015
2016
1,212,750,000 1,297,300,000
61.12%
63.20%
741,232,800
819,893,600
22%
23%
163,071,216
188,575,528
0.0%
0.0%
0.1%
3%
5%
2012
2013
2014
2015
2016
0
-­‐
0
-­‐
137,214
4,892,136
9,428,776
n/a
1,8x
3,1x
0
-­‐
0
-­‐
43,908
1,467,641
2,743,774
32%
30%
29.10%
0
-­‐
0
-­‐
93,306
3,424,496
6,685,002
68%
70%
71%
500,000
5,000,000
1,034,594
3,179,889
6,128,705
na
na
754%
65%
65%
-­‐500,000
-­‐5,000,000
-­‐941,288
244,607
556,298
na
na
na
5%
6%
State tax
Federal tax -­‐
-­‐
-­‐
-­‐
-­‐
-­‐
21,525
78,897
48,954
200,206
Net income
-­‐500,000
-­‐5,000,000
-­‐941,288
144,185
307,137
Revenues
growth y-­‐o-­‐y
COGS
cogs ratio [%]
Gross profit
gross margin [%]
SG&A*
sg&a margin
EBITDA
ebitda margin
*includes all development costs
Long-­lasting protection for your skin
Production and Sales Timeline
Long-­lasting protection for your skin
Ownership and capitalization table
Long-­lasting protection for your skin
Pricing
To compete with them, our price has to signal we are offering a better option (better performance). We will thus
price our product at $17.99 in a 3.5oz package (small enough to be carried every day)
Long-­lasting protection for your skin
FINANCIALS
Long-­lasting protection for your skin