Ridiculously comfortable clothesthat you’ll obsess over.

lazycreatures.comangel.co/lazycreatures

stephanie@lazycreatures.com

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- Traction -G

row

th

Time

Vision & Mission MVP ProductMarket Fit Scale

CIRCA2010

TODAYAUGUST

2015JUNE2012

FEB2014

JUNE2014

2014 FEBRUARYAfter not being able to find comfortable & stylish loungewear for 3 years,I decided to sew a tee out of a ridiculously soft fabric that people werecrazy about. My friends loved it.

2014 JUNEWent on Kickstarter to crowdfund $9,603 through word-of-mouthfor a piece of clothing that no one has tried on yet.

2014 JULY - DECEMBERProduction begins. In the last 2 months of 2014, Instagram followers grew by 650%.Internet strangers loved the concept of Lazy Creatures.

2015 JANUARYBackers start receiving packages in the mail.They were very excited about the product, and wanted more.

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- The Problem -

A PERSONAL PROBLEM THAT MANY SHARED

In 2011, I asked an ex-boyfriend: why aren’t there any comfortable but cute clothesthat you could wear around the house? 3 years later, I found out that people werehaving the same thoughts on the internet.

It turns out there weren’t a whole lot of options for affordable, comfortable, andcute loungewear. Most people wore ratty old T-shirts or stuck with activewear.

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- My Experiment -

In February of 2014, I started planning a Kickstarter campaign to test forproduct/market fit. I designed, sewed, photographed, videotaped, and called out tomy social network for help and suggestions. I launched the campaign in May, andhit my goal amount in June.

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- Social Proof -Comments from Kickstarter Backers

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- Market Data -INDUSTRYWOMEN’S APPAREL - LOUNGEWEAR

MARKET SIZE

GLOBAL / US WOMEN’S APPAREL

$539B / $110B

CHINA / US WOMEN’S APPAREL COMMERCE

$51B (2012) / $52B (2014)

WOMEN’S LOUNGEWEAR MARKET

$2.5B

BIGGEST DOMESTIC MARKETS

CaliforniaTexasIllinoisNew YorkPennsylvania

CUSTOMER SEGMENT

Tech-savvy millenials, 18 - 33

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- Competitive Landscape -

Most major brands have launched a loungewear extension, but it’s

mostly plain garments that only serve one location - home.

Traditional loungewear designers are costly, and their aesthetic

is more tailored toward the mature market.

Lazy Creatures fulfills a niche market of millenialswho love loungewear, but still want to look chicand stylish while being comfortable.

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- Our Advantages -

1 There is an unfulfilled gap in the loungewear market right now.Consumers have been spending more on loungewear since 2010, and fashiontrends have really leaned toward comfort as a priority in 2014, but there are veryfew tech-enabled loungewear brands in the ecommerce space right now.

2 Today’s loungewear options are, by and large, really boring.Most loungewear brands have very plain designs that don’t inspire anyexcitement or happiness. Lazy Creatures fuses everyday comfort togetherwith stylish designs to make our customers really obsess over our loungewear.

3 A well-connected & well-rounded founder.I was born in China, raised in Singapore, and moved to the US to pursue myentrepreneurial ambitions. I have made friends all over the world, and haveaccess to manufacturing capabilities in China, Thailand, Vietnam, and the US.I am both creatively charged and logic driven; taught myself to design & codewebsites when I was 12, went to Business School for Marketing, then attendedFIDM for apparel production. Dabbled in online "businesses" since I was 14.Experienced in both the front-end and back-end of apparel production & retail.

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- Business Model -

Products are launched by curated editions monthly,each containing 5 - 6 styes. We show customers howto dress it up or down for different ocassions.

CURATEDEDITIONS

Garments are priced between $36 - $108, withshipping costs built into operational expenses.

PRICINGMODEL

QUALITY > QUANTITY

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- Marketing & Growth Strategy -

2015 FEBRUARY - AUGUST

House Parties: Spreading Brand Awareness & Gaining Customer FeedbackCrowdfunding: Fundraising & Further Proof of Product/Market FitEcommerce: Launch of First Edition in Online Store

2015 AUGUST - 2016 AUGUST

Online Ads, Social Media & PR Campaigns: Spreading brand awareness to massesWholesale Accounts: Expasion of sales channels to reach more customers

NEXT 5 YEARS

Product Expansion: Introduce new categories in comfort goods

Gro

wth

Time

PRODUCT DEVELOPMENT

AUGUST 2015FEBRUARY 2015 AUGUST 2016

MARKET PENETRATION

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- Investment -

Product Development$6,700

22%

Marketing & Advertising$6,000

20%

Web Development$4,000

13%

Overhead$13,500

45%

I am raising

to reach product/market fit in 6mo

$30,200