Concept & Ideation SchemeAugust 16 2009
BINOCULAR
llc.
[DRAFT]
© Lee Chapman 2009. All rights reserved. Do not reproduce or forward. Confidential.
IDEA
Create business case masterpieces from category folly.
1© Lee Chapman 2009. All rights reserved. Do not reproduce or forward. Confidential.
BUSINESS
Binocular is an idea holding company. Our ideas are produced
from two perspectives: the market and the consumer. We ideate,
concept, pre-commercialize, and launch successful products.
Then we sell these idea-based businesses at a huge premium to
category leaders or financial investors who will accelerate their
future growth.
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APPROACH
Binocular has identified seven ideas that meet its rigorous criteria.
We are revealing only two of these ideas in this document. Our
research suggests three of the five remaining ideas are immediately
executable in the near future with no immediate competitive threats.
We will close our consideration for ideas at year end 2010.
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STRATEGY
Binocular magnifies product category distortion by auto-focusing
solutions that the consumer immediately and innately recognizes,
prefers, and will pay a modest premium for.
Scan the product universe
Spot significant opportunity
Target market voids
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MISSION
Binocular exists to restore vision to a blurry marketplace; to
satisfy deprived humans from inferior consumer branded
experiences. We discover and deliver market revelations.
PRACTICALITY + INNOVATION = FOCUS
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OBJECTIVE
Binocular exposes and exploits market nearsightedness: the
difficulty brands experience when attempting to focus on current
business opportunities, and in extreme cases, an inability to focus
on innovation at any distance.
Binocular will commercialize one new break-through product per
year through 2014.
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FOCUS
Binocular focuses its aperture towards the consumer product
and solutions categories - CPG, FMCGs, Retail, Digital, Experience,
etc. where fragmentation has created market opportunities that
cannot be quickly defended by category leaders.
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EXPERIENCE
Forgive the candor, Binocular founders do not focus on themselves.
The ideas we have brought to, and sustained in the global
marketplace, have given us the depth of vision to present this
opportunity to you.
8
CVs and References furnished upon request.
© Lee Chapman 2009. All rights reserved. Do not reproduce or forward. Confidential.
MANIFESTO
Today, supply and demand of consumer innovation is imbalanced.
Humans aren’t realizing the benefits they are promised as
consumers. They are paying for the convenience of innovation.
And if humans inspire what it is we ultimately consume, shouldn’t
we expect a rationale experience? Binocular revolts against
category ignorance to enhance the human quotient.
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STRUCTURE
Binocular is a holding company for ideas and intellectual property
that are licensed to specific operating entities which are funded
through seed, venture, and mezzanine financing. Each idea is
mutually exclusive.
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MODEL
Identify market share potential
Pre-sell to category leaders for future acquisition/funding
Fund, incubate; build and manage defensible launch
Scale and maximize short-term opportunity
Sell
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PARTICIPATION
Binocular partners with experienced and capable cross-industry
professionals to efficiently ideate, concept, finance, pre-
commercialize, and launch ideas that will become profitable,
scalable business entities. We discerningly and exhaustively
evaluate new partners on a very limited basis.
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INVENTORY
2010
SMIRK: Innovative delivery systems for Men’s prep/shave, andgrooming.
2011
TIPS: Environmentally conscious equipment for one of theworld’s most popular sports.
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INQUIRIES
For idea submission, consideration or investment please contact:
Lee “Chappy” Chapman: [email protected]
Zaid Khalil: [email protected]
14© Lee Chapman 2009. All rights reserved. Do not reproduce or forward. Confidential.