23
www.fashionforwardmaternity.com @[email protected]
4,200,000 Pregnancies in the US every year!
• Average spend for first pregnancy is over $600• If buying upscale or professional clothing,
costs can quickly top $3000!
10 pregnancy tops $ 8004 pairs pants $ 3752 pairs shorts $ 1404 dresses, 1 formal $ 5501 suit coat $ 1403 sweaters $ 3001 pair designer jeans $ 1902 skirts $ 1601 coat $ 280
$2935
*Average Annual Spend for Professional Man or Woman in 2010: $880
4X maternity market growth within next 5 years
$4.8B by 2015. Global Industry Analysts, Maternity Apparel: A US Market Report, 2010)
Maternity purchases up 3-6% while purchases of total women’s apparel declined 5-6%.NPD Fashionworld’s AccuPanel
Destination Maternity (50% of market) Revenues were up 4.2%;Internet purchases were up 32% ‘10Internet purchases were up 34.4% ‘11AP newswire, October 2011
80%of women are
unhappy and are looking for a
different solution!
Fashion Forward MaternityOnline monthly maternity clothing rental
Items/ Month Price/ Item/ month
<10 items $ 23.50
10 items $ 21.15
AffiliateMembers
$ 19.97
Wardrobes that change with growing shapewith the seasons
3-4x the Variety!
Competitive Landscape
Poor QualityVaried Selection30% Premium
Huge SelectionTerrible Quality
Formalwear & Dresses Only
Smaller SelectionMore ExpensiveMixed ModelNot Full-time
0
200
400
600
800
1000
1200
Sytlish Maternity
Clothes
Fashion Forward
Maternity
Maternity Clothes
Cute Maternity
Clothes
Trendy Maternity
Clothes
Top Keywords Driving Organic Search Traffic
Dec. 2011 Jan. 2012
Feb. 2012 Mar. 2012
Apr. 2012 May 2012
June 2012
Search Traffic
• Organic Search Traffic and customer base growing steadily
• Consistent Customer Conversion at 0.4% - 0.5% of visitors
• SEO: Ranking for 165+ keywords
• 1650+ FB and Blog Followers
Customer Acquisition
Business Development
$10 referral bonus for youPlus a $10 discount for your friend
Employer Discount Programs “100 Best Places to Work for Women”
OBGYN & Fertility Clinics, Insurance, Direct Email, Yoga Studios, BoutiquesSelect Advertisement & Promotions
Converting curious visitors Live chat converting >50%
The Team
15 years Shop & Product Management, Supply Chain. MBA, MS Industrial Engineering
15 years Marketing, Public Relations. MBA
20 years Finance, Experience growing an $800M company. MBA, CPA
Erin Lewis-CEO, Founder
Sannie Sieper-CMO, Founder
Judy Skiles Lavers-CFO, Founder
Challenge #1: Small Team
Jon Nordmark- CEO UsingMiles, former CEO eBags
Luke Wyckoff- CEO, Social Media Energy
Sramana Mitra, 1M/ 1M campaign
Nataline Ngo- Founder, Lead Designer for Maternal America
Judy Masucci- Store owner, Designer for Annee Mathew
Payam Zarabi- President, Founder at Nox Solutions
Ben Metzker- SEO expert, Native Rank
Angela Tallman- Transform Coaching
AdvisersEcommerce
Social Media
General
Maternity Retail
Website Design
SEO
Marketing, Team
Talent Acquisition
Marketing Strategy Expert including data collection, sale and use of data
Sales Director: Affiliates including OBGYN
Challenge #2: Inventory
• Commit to purchase
3-6 months ahead of delivery
• Wholesale (or better) pricing
• Net 30 or Net 45 terms
• Delay orders – “Immediates”
• Adding Drop-ship
• Liquidation price = purchase price
•Available Asset Backed Loan CONFIRMED
•Payback on Inventory= 2 months rental
• New designers agree to consign and/or drop-ship
• Stronger designers can carry more inventory risk
•Larger Business Model in Effect
CHALLENGE
MITIGATION
FUTURE
Investment Dollars used for Inventory only when growth > 8% /Month (200%/ Year)
*After year 1
Challenge #3: Customer Turnover
Existing Moms of Pre-schoolers
Pregnant Women
Best Source of Referrals-Impassioned Ambassadors
LONG TERM & BIG REWARDSMom Blog ReviewsNew Mom Advice WebsitesMorning TV Fashion ShowsSocial Media EngagementMommy MagazinesAffiliates
CONVERSION & CASHTheBump.com4 Major Pregnancy MagazinesAffiliates
Challenge #4: Will Women Rent?
Comparable businesses:
– Rent the Runway (30M in VC, in business since 2009,
– BagBorroworSteal.com (On Sex and the City)
– RentMaternityWear.com
– TieTry.com
Over 80% of women said in survey that they
would wear borrowed maternity clothes
– Common Practice today
What our customers are saying!• OK, I’m obsessed! I think this is a brilliant idea for maternity clothing, BRILLIANT!
• I just received my order… will be recommending you to all my pregnant friends and moms
• This has been a miracle. I‘m telling the entire NYC Junior League
• My daughter is so excited… we will send you a photo and will recommend Fashion Forward Maternity at every opportunity!
• I have a big chest and had an impossible time finding nursing tops that
would look good on me- until now!
• With my first pregnancy …I felt embarrassed …I wanted to burn the
clothes. This time I love to show off …what a difference!
• …can’t believe you have my size!
• The only problem… there are too many choices…
• I have to commend you on some of the best customer service I have
ever experienced.
• I’m going to tell all my friends!
• I love that my wife feels beautiful in her new clothes
• A company that really has its priorities straight
• Do you have non-maternity (clothes) too?
Challenge #5: “Small” Market Size
Affiliate Marketing
Rapid Weight Loss
Non-designer Maternity
Nursing Apparel
High-end Toy Rental
Consider $2.2TRILLION Spend, Ongoing Revenue Streams
Drop Ship Accessories and Personal Items
Challenge #6: Barriers to Entry
Higher Caliber Website: Look and FeelBack-end Inventory Management and Reporting
PhotographySEO: Takes time to build, we own URLsTech: Queue Management ala Blockbuster.com
Founding team of mothersFounding skill-set in operational efficiencySuperior Advisory Board
Relationships with the Designers and Affiliates
Speed and Scale
$2.2M Funding over 18 months: Fuels Growth and Marketing
Bootstrapped Capital
Series A
Series B
Revenue
$800K
Variable Costs
Other Fixed Costs
IT development and HostingMarketing
Salaries
Clothing Purchases for GrowthBuffer
$330K
$1400K$5000K
Sources
Uses
Donations and Green Commitment
Mothers from many backgrounds need a little help to feel Powerful, Beautiful, Confident and Stylish
Dress for Success, Goodwill, and
Operation Shower
The right clothes • help women nurse longer• can break down prejudices against pregnant & nursing women
Carbon Neutral Shipping and Green Cleaning!
