The Finger FlosserME 553 – Off Campus Group #10

Adam ForesmanCody Balk

Kelly WalkerDaniel Villano

Jacob Chenathara

Benefits of Flossing

Flossing is a necessary and healthy way to maintaingood teeth as well as cut down on heart disease

Medical Reasons • Reduce the amount of

bacteria/plaque in your mouth especially in hard to reach places that a toothbrush cannot get to.

• Reduce/prevent inflammation of gums

• Prevent bone loss from occurring

Personal Reasons • Self esteem • High teeth treatment costs

Difficulties when Flossing• Timely when you combine all morning and

nightly activities such as brushing teeth, using mouth wash, showering, brushing hair, putting on makeup, washing face, etc.

• No immediate satisfaction after flossing (i.e, brushing teeth and mouthwash can create whiter teeth and cause fresh breath)

• Hard to reach places that make it difficult

• Gets caught in between teeth

Flossing Statistics• 80% are not happy with their smile • 73% of Americans would rather go grocery shopping than floss• 28% or less of population floss nightly• Most people cite lack of time as a reason for not flossing

• 59% of children ages 5-17 have tooth decay which is the most common chronic disease for children of this age

• 33% of low-income adults have untreated decay• 40% of children in poor or near-poor poverty level had a

preventive dental visit in the past year• 51 million school hours per year are lost because of dental

related illness• Gum disease – and not the aging process – is the leading

cause of tooth loss in older adults

Potential Solutions• Ideas generated

• Target users

Flossing Solution• Description, CAD pics, Prototype Pics, etc.

Flossing Market Summary• More than $200 million in US alone. • Major players are Glide, J&J, Colgate (>80% of market share)• Flossing product types:• Traditional floss thread• Flossing Picks• Individual flossing heads• Water picks

• Mouthwash is considered a separate industry• “Don't use waterpicks as a substitute for tooth brushing and

flossing. They are effective around orthodontic braces that retain food in areas a toothbrush cannot reach. They do not remove plaque .”• Academy of General Dentistry

Finger Flosser PortfolioTypes• Individual Sample Kits: 1 body, 4 heads (Free to $1)• For dentist or schools

• Travel Kits: 1 body, 14 heads (2 weeks for 1 person) ($2-3)• To be sold at convenient stores, hotels, airports

• Personal Use: 2 bodies, 200 heads (1 person for 3-4 months)• To be sold at convenient stores, grocery stores ($3-5)

• Family Size (>6 months for 4, different colored bodies) ($5-7)• To be sold at convenient stores, grocery stores

Packaging• Plastic zip lock bag with flossing heads in separate bag• Cardboard box for family sizeBody Colors• Blue, Green, Red, Yellow, Pink and OrangeHead Shapes• Straight & Curved

Flossing Business Model• Mostly sell in retail & grocery stores (Wal-Mart, CVS)

• Product value strategies:• Giveaways at dentist offices

• 155,000 dentists in US

• Giveaways at elementary schools

• Servicing value strategy

• Operational practices strategy

Flossing Business Model Cont’dOther business strategies to investigate:

• Collaboration

• Sponsorship• Brand loyalty

• Co-marketing with travel toothpaste/toothbrush company to cover entire daily oral maintenance portfolio. • Excluding mouthwash which isn’t as travel friendly.

Revenue & Pricing Strategies• Volume and unit sales

• Marketing strategies by segmenting different target users

• Portfolio pricing depends on location & type of store, etc.

• Be competitive but realistic in price• Product improvements are addressed for people that do not

normally floss and have difficulties with current technologies • but those people that do not want to spend much $ on floss.

References• Survey results:• American Hygienist Ass 2/03• Academy of General Dentistry (AGD),• Surgeon General David Satcher

http://www.dentalgentlecare.com/fun_dental_facts.htm• Number of Dentists:• http://www.bls.gov/ooh/Healthcare/Dentists.htm#tab-6