Identity: New & Improved, Never Seen Before, Eye Catching Design/Function for Removing (2-IN-1) Pet Hair/Lint off Fabric!
| Target Market | Competitors
| Pet owners/ Pet Groomers – Lots of Big Shot Distributors/Vendors attending Dog Shows | Chom Chom Roller, Ever Care Pet Brush, Fur Zoff, Lilly Brush, Pet Glove, (Pet Category)
| Pregnant women - 25-35; Men/Women Aged 25-44 | Gleener, PopChose, Con-Air, Beautural, Wooden handle remover, Laundress(Lint Category)
| Hotels/Bars/Restaurant/ Salon industries |
| Fashion Industry and high end clothing stores |
| Revenue | Expenses
| Amazon Dominance; $1.2M/mo – (Pet Category) Average Gross Sales Top 10 Sellers $475k/mo Average Gross Sales Top 10 Sellers (Laundry Category) 01/01/20 – 11/05/20 in both categories | Cost of product is $7 landed cost; Sell Price - $30 – Initial Order (TBD) – TOO EARLY TO CALL (Pre-Sales)
| Pursue distributors/big-box retailers | Amazon marketing/mo - $2-$4k (Post Sales) (Fixed Costs)
| Chewy.com platform Dominance | Social media/Google ad fees. $5k total (Pre/Post Sales) Kickstarter campaign - $25-30k (Pre-Sales)
| | Liaison budget - $2,300/mo. (Pre-Sales) Tooling Costs - $40-50k (One-Time Expense) QA - $500-$1500 (Fixed Cost) Product Development/R&D - $50k totaling up to Product Launch (Variable Cost) (Perpetual) 3rd Party Product Validation Testing (One-Time Expense) - $10-20k 3rd Party Market Validation (280-335 Target Market Participants) - $25-35k
EXIT Strategy (Acquisition) – Plan To Sell within 5-7 years post launch! Very Confident will get minimum 3.5X on Investor Capital W/ This Business!!
| Project overview dates/deadlines |
| (11/05/20 – 02/01/20) | Prototype 1 Testing – $8k
| 02/02/21 – 03/10/21 | Prototype 2 Testing - $8-10k
| 03/11/21 - 04/15/21 | (If Necessary) Prototype 3 Testing - 5-10k Costs
| 04/16/21 – 06/16/21 | Market Validation (Bureau Veritas) – Bring in 280-335 target consumers in with their favorite product and two most used fabrics!
| 06/17/20 – 09/21/20 Tooling Phase/Mass Production - KickStarter Promo | Gauge Demand/Answer Initial Order Quantity Amount File For Provisional Patent Rent Booth @ Big Box Retailers And Heavy Promo Of Product/Feedback/Validation Build Email List/Attract Bloggers/Editors Real Version of Product Made
| 09/22/21 – 10/05/21 | Prepare 4 Launch Hire Amazon Marketing/PPC Team
| Partners/Resources | Investors
| DAI GRAPHICS - liaison company Daintlgroup.com CEO – Dave Vaillancourt Manufactured Growler, Glovstix (Shark Tank), Growler 30+ Yrs Of Experience | Friends - invested 70k
| Jon (Myself) - CEO/founder DPXS, LLC | Myself - put in 20k and using all earnings from the barbershop to throw into this
| Amazon marketing company – Pakistan, Referred by mentor Steven Selikoff
| VA’s (Virtual Assistants) - 2 in Indonesia – Responsible for everyday general tasks, pay $2.85/Hr USD
Project Start Date: 04/10/2020; Launch Date: 08/03/2021
My IDEA: New Pet Hair Remover with SONIC VIBRATION MOTOR combined w/ a razor mechanism to remove lint/Pet hair from all types of fabric!
11/05/20 – 05/14/20 - Testing Phase Followed by Market Validation All Done by 3rd Party Product Testing Company Named Bureau Veritas – Total Budget – $35-45K (All Test Phases/Iterations & Respondents)
(11/05/20 – 02/01/20) 1st Round of Testing on Prototype 1 - Followed by Necessary Iterations: Budget Costs: $8-15k
-3rd Party Group began testing Prototype in a lab tested/scientific environment using its professional engineers and gathering various fabrics/upholstery/car seats and hair from 20 different breed of dogs as well test lint/pilling removal alongside gathering competitor products such as:
a. chom chom roller (only used in furniture, not clothing) – Highest Seller Online Overall ($1.87M/mo)
b. gleener
c. MAgicTek
d. ever care lint brush
e. con air fabric shaver electric (rotating blade) – Top Seller Online ($500k/mo)
f. Beautural electric fabric shaver (rotating blade) – Top Seller Online ($650k/mo)
g. 3M Scotch=Brite (lint roller)
h. PopChose electric fabric shaver (rotating blade)
11/16/20 – Test Phase 1 Complete
-Party Group, Bureau Veritas (BV) informed me that the Stainless Steel Razor Blades are only Effective on thicker fabrics and tend to rip fabrics such as suede and silk,
-Prototype Cleans Significantly W/ much greater Efficiency than all competitor products!!
-Amplitude of the SONIC Vibration greatly increases Clean Time and Efficiency and is Game Changer
-Sonic Vibration Rips Significantly less Fabric on all types of Fabric compared to micro-pulse vibration (zero amplitude) and with No Vibration (Manually used)!
Lastly, Results acknowledge Safety Concerns with exposed blades when not in use – some sort of lever mechanism needs to be added to insert blades into product when not in use
11/17/20 – 02/01/21: (Iteration Phase) - My R&D Team in China Will Find A Better Solution to Prevent Fabric Damage on Delicate Fabrics!
02/02/21 – 03/10/21: Test Phase # 2 on 2nd Version Prototype Followed by Iteration Phase - $8-12K Costs
03/11/21 - 04/15/21 (If Necessary) - Test Phase 3 with 3rd Version Prototype Followed by Iteration phase – 5-10k Costs
04/16/21 – 06/16/21 - Market Validation (Bureau Veritas) – Bring in 280-335 target consumers in with their favorite product and two most used fabrics!
-Customer will get debriefed on my product
-Compare my unit and theirs along with a 3rd randomly selected fabric chosen by the tester and/or consumer
-Respondents asked if video can be taken to use for kick starter and ad campaigns
-Respondents will be asked for testimonials
-All parties will be asked to sign an NDA/NNN
06/17/21 – 07/31/21 – Last Iteration Phase
08/01/21– 10/01/21 - KickStarter Campaign PROMO (Next Level Market Validation)
Budget - $18-25K – Pre-Tooling Phase
Simultaneously, in this Phase, Print out an extra Prototype ($250-450) and go around Big Box Retailers and rent a booth for a Day/Week and promote product (iterations can still be made here)
Attempt to sell to big box retailer Corporate in the process
Sign up for Contests/Attend Shows
File for a Provisional Patent!
Persuade Social media influencers to promote product - $1-2k budget
Social media/Google Ads – 1-3k/month for 3-5 months – Build Brand Awareness/Email List Further
Network via LinkedIn/social media or via family/friends to try and find distributors
-BUILD AUDIENCE (TARGET CLIENT EMAIL LIST)
-Results will Gauge/dictate Pre-Production numbers on top of obviously raise much needed Capital
-Use results from 3rd Party Laboratory Testing/Market Validation Respondents/Testimonials in Campaign
-Attract bloggers/editors – more aggressive campaign advertising leads to wider audience
-All professional videos/images taken will be used on Amazon and Chewy.com when selling online – plug and play
10/02/21 – 01/01/22: Mass Production
10/05/21 – Contact Amazon Marketing/PPC Expert Company in Pakistan – Group of 11, referred via mentor Steven Selikoff’s associate
Amazon PPC Budget – $2-4k/month; $500-$1,000/month for the Pakistan Group
-They advised me to play it safe and reach page 1 over a 6-12 month period
10/02/21 – Tooling Phase and Costs
Initial order (TBD) – But at 1k units, I managed to get a $7/unit landed cost mainly due to DA Graphics
Plan to sell at $30 (Retail)
-Ball Park Estimates:
Plastic Injection Mold – $20-25K
Rubber Over Mold - $20-25K
Electronics – $2-3 added to Price/Unit
Packaging – $0.80-1.80 added to price per unit
Shipping – $1.50 (air); $0.30-$0.50 (sea)
QA – $500-$3,000 (handled by DAI Graphics based in Seattle, WA & possess QA team in Chinese Factories)
Other Costs – Liaison Company DAI Graphics monthly retainer fee - $2,300 – more info on them can be seen @ daintlgroup.com
$$19-23: Average Target Market Price – Completely New Design Never Seen Before – WOW Factor LOOK/FEEL!!
TEAM: DAI Graphics led by Dave Vaillancourt – 30+ years of industry experience – Deep Rolodex
-Multiple built, earned & trusted networks/relationships (30+ years) with many overseas factories/industry professionals
-3 electrical engineers, 2 mechanical engineers as well as 2 QA Specialists on ground In the 2 Hong Kong Factories making my Product
Managed to negotiate a $7/unit landed cost wth my product thanks to DA Graphics
daintlgroup.com – responsible for Krista Woods GlovStix (Shark Tank) and Alex Rodriguez/Lori Greiner Invested in GlovStix; Growler and Revel True Sonic Massager (world’s best selling massager), to name a few!
HIGHLIGHTS:
1.PICK FU POLL LINK BELOW:
2.Similar FB AD (ran for 14 days) - 5-10 people responded daily, “when can I purchase this.” Mentor Steven Selikoff advised me to take it down otherwise you will lose chance of patent protection rights w/ premature public disclosure!
3.Managed to raise $80k from friends and family and put $30K from myself - I plan to launch by late 2021/Early 2022, have enough funds to get this product running
4.Managed to get a prototype in less than 3 months from the start
5.Expect to launch in 20 months max from start, faster than the norm
6.Base decisions on customer (customer obsession) & a long-term approach mindset