"primavita" (first life in latin) northwestern university ms green team presentation june...

PrimaVita™

“First Life”Patent Pending

PrimaVita™

The Green Team: Background

Krisztian Boros : Marketing/Finance

Leonard Hensel: Mechanical Engineering

Abhi Pamulaparthy: Mechanical Engineering

Phillip Rivers: Electrical Engineering

Boris Tse: Hydraulic & Fluid Engineering

Sean Cosgrove: Structural Engineering

Property of the “Green Team, Northwestern University” – goingforward known as “Green Team”

PrimaVita™

We are a product development companythat has designed a new baby formulapreparing device called PrimaVita™. Weare seeking an angel investor to providecapital to complete the development of theproduct and to provide access to strategicbusiness relationships that will lead to thesuccessful launch of PrimaVita™.

PrimaVita™

Working parents

Demanding schedules

Less free time

PrimaVita™

Looking for efficiency

Desires convenience

Will pay for the right solution

PrimaVita™

Proven

Focus on safety

Cheaper to manufacture

PrimaVita™

$25.99

$329.99

$159.99

$99.99

$59.99

$369.99

$179.99

$199.99

PrimaVita™

Te c h n o l o g y

“Does not fit tall or wide bottles”

“NOT user friendly”

“Sometimes milk will be scalding HOT”

“It took forever to heat”

“I Love it, my new born loves the fact that he does not have to

wait for us to go to the kitchen and prepare his formula”

PrimaVita™

Water Pumps to Heating Bin

PrimaVita™

Formula and Water Dispensed to Bottle

PrimaVita™

Formula Mixed in Custom Bottle

PrimaVita™

“First Life”

PrimaVita™

4.2 Million New Born Babies/Year

2.1 Million Born To First Time Parents2.1 Million Born To First Time Parents

0.7 Million >$75K Household

0.47 Million Bottle Fed

Babies

0.47 Million Bottle Fed

Babies

140,000 Potential

Customers/Year

140,000 Potential

Customers/Year

PrimaVita™

Channel Strategy:

Selective Distribution/Exclusivity

Channel Distribution:

PrimaVita™

Our pricing strategy aims to achieve positive margins for the Retailer

Volume Price

$99.99

COGS $35.00

41% Manufacturer

Margin$25.00

40% Retailer Margin $39.99

PrimaVita™

At $99.99 Volume Price, we estimate year 1sales would be 22,000 units

PrimaVita™

Product :

– “PrimaVitaPrimaVitaPrimaVitaPrimaVita™” is a set it & forget it device for preparing

baby formula.Pricing:

– $99.99 volume price ($119.99 MSRP)

Placement : – First Year Exclusive distribution through specialty store

Promotion :– Consumer education through website & infomercials– Product demonstration in stores– Promotion through new media

Packaging:– Corrugate box structure with foam bumpers– High gloss modern graphics– Resonate focal points to re-cap benefits to the shopper

PrimaVita™

• Securing Investment of $1,350,000

PrimaVita™

To first time parents “PrimaVitaPrimaVitaPrimaVitaPrimaVita™” provides a set it &

forget it solution for preparing infant formula, that goesabove and beyond any other baby product in the marketin providing comfort, ease and peace of mind.

PrimaVita™

“PrimaVitaPrimaVitaPrimaVitaPrimaVita™” has the right technology to provide

consistent and dependable formula mixture at areasonable price.

“Feeding convenience at the push of a button”

PrimaVita™

Automatically detects the

size of the botlle you put in.

Travel Size

A smaller size to make

traveling easier

Water Filtering Automatic Bottle Size Selection

A feature that could benefit

the user at home and away.

We’re ListeningTravelingFiltering

On the Road

PrimaVita™

0 1 2 3 4 5 Total

Development Prod Yr 1 Prod Yr 2 Prod Yr 3 Prod Yr 4 Prod Yr 5

Annual Volume (Units) 22,161 24,488 27,395 30,811 33,943 138,798

Revenue 0 $ 1,329,678 $ 1,469,294 $ 1,643,681 $ 1,848,666 $ 2,036,571 $ 8,327,890

Gross Contribution 0 $ 554,033 $ 612,206 $ 684,867 $ 770,277 $ 848,571 $ 3,469,954

41.7% 41.7% 41.7% 41.7% 41.7% 41.7%

Fixed Costs

Advertising $ - $ 200,000.00 $ 102,851 $ 115,058 $ 129,407 $ 142,560 $ 689,875

Accounting, Legal $ 10,000.00 $ 10,000 $ 10,000 $ 10,000 $ 10,000 $ 10,000 $ 60,000

Market Research $ 120,000.00 $ - $ - $ - $ - $ - $ 120,000

Product Testing $ 25,000.00 $ - $ - $ - $ - $ - $ 25,000

Insurance $ 5,000.00 $ 5,000 $ 5,000 $ 5,000 $ 5,000 $ 5,000 $ 30,000

Manufacturing/Prototype $ 60,000.00 $ 100,000 $ - $ - $ - $ - $ 160,000

Payroll $ 124,800.00 $ 124,800 $ 124,800 $ 124,800 $ 124,800 $ 124,800 $ 748,800

Rent $ 15,000.00 $ 15,000 $ 15,000 $ 15,000 $ 15,000 $ 15,000 $ 90,000

Supplies $ 7,000.00 $ 7,000 $ 7,000 $ 7,000 $ 7,000 $ 7,000 $ 42,000

Taxes (real estate, etc.) $ - $ - $ - $ - $ - $ - $ -

Utilities $ 4,000.00 $ 4,000 $ 4,000 $ 4,000 $ 4,000 $ 4,000 $ 24,000

Other (specify) $ 50,000.00 $ - $ - $ - $ - $ - $ 50,000

Slotting

Slotting-Fix Quick 0 $ 50,000 $ 30,000 $ 20,000 $ 20,000 $ 20,000 $ 140,000

Ad Spend 0 35,000 35,000 35,000 35,000 35,000 175,000

Incremental Slotting Expense 0 $ 85,000 $ 65,000 $ 55,000 $ 55,000 $ 55,000 $ 315,000

Total Fixed Costs $ 420,800 $ 550,800 $ 333,651 $ 335,858 $ 350,207 $ 363,360 $ 2,354,675

Contribution to SG&A $ (420,800) $ 3,233 $ 278,555 $ 349,010 $ 420,071 $ 485,211 $ 1,115,279

Net Income $ (420,800) $ (417,568) $ (139,012) $ 209,997 $ 630,068 $ 1,115,279 $ 1,115,279

-31.4% -9.5% 12.8% 34.1% 54.8% 13.4%

PrimaVita™

• Combining two processes

• Existing/proven technologies

• Style

PrimaVita™

• Product packaging

– Discuss form-factor, pricing, look, strategy

– Discuss fulfillment issues for items not shipped directly with product

• COGs

– Summarize Cost of Goods and high-level Bill of Materials BOM –

PrimaVita™

• Launch plan

– What is our over arching launch plan?

• Promotion budget

– MARCOM campaign is…….

Jan Feb Mar Apr May Jun July Sep Oct Nov Dec

Phase 1

Phase 2

Phase 3

PrimaVita™

"primavita" (first life in latin) northwestern university ms green team presentation june...

primavita green team

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