Bloom & Bright Laundry Co., an online eCommerce business founded by Heidi Ellis in 2022 in Alpine, Utah, specializes in offering a variety of premium all natural, chemical free laundry products for moms and families that serve as alternatives to main stream laundry products. Operating exclusively through online platforms such as Amazon and our official website, I cater to health minded women and moms (often call crunchy moms) who are seeking to provide a healthier lifestyle for their families, by kicking out chemicals and harmful toxins from their homes and replacing them with healthier alternatives. This core customer base of health minded moms and grandmas, will utilize my products to eliminate harsh chemicals from their laundry rooms, bringing greater health and wellness to themselves and their families, and peace of mind for them.
My signature product, the organic wool dryer balls, replace main stream dryer sheets, that are full of harsh chemicals, with a healthier alternative. The dryer balls also simplify laundry by removing lint and wrinkles, fluffing laundry, and shortening drying time. They are hypoallergenic and eco-friendly.
Looking ahead over the next five years, my business objectives include expanding my proprietary product line to 7-10 items, building an established customer base of 5,000-10,000 email subscribers and 10,000+ social media followers, promoting recurring sales through possible subscription options, establishing a presence across multiple sales channels including Amazon, TikTok, my online store and others, and achieving annual revenues exceeding $20 million.
To fuel my growth and innovation, I am seeking $250,000 in funding to support research and development efforts, secure initial inventory for my new product line, meet market demand of the current product (wool dryer balls), sustain my growing momentum, and accelerate the scaling of my brand.
1.1 Company Summary
Bloom & Bright Laundry Co. is a woman-owned and operated online eCommerce business. It is owned solely by Heidi Ellis, and has been operating since the fall of 2022.
At Bloom & Bright I specialize in creating all natural, chemical free laundry products, that are designed to replace main stream laundry products. Currently my products are available for sale on various third-party platforms such as Amazon, and our own website. With the growing awareness of health and wellness, the demand for clean-labeled, sustainable, organic, and eco-friendly products is driving the health and wellness market to rapid expansion. I aim to carve a niche within this sector, elevating and expanding the product offerings available to health-conscious moms.
My core passion lies in the desire for everyone to live a healthy lifestyle. There is much conversation around how to eat well, sleep well, and get better exercise, but one area of health and wellness that is often overlooked is the laundry room. Understanding that many women are prioritizing health and wellness for themselves and their families, I want to educate, and provide solutions for this area of health and wellness, the laundry room.
Bloom & Bright’s mission is to empower women with high quality, all natural, chemical free, eco-friendly laundry products. With NO compromises. I aim to give moms a better choice in the laundry room enabling them to kick out the chemicals, and take back their family’s health.
2.0 Products and Services
My primary offering are organic wool dryer balls. They are designed as a replacement to traditional dryer sheets. My wool dryer balls allow health minded moms to have all the benefits plus more of a traditional dryer sheet, while eliminating the harsh chemicals found in traditional dryer sheets.
My dryer balls are made from the highest quality wool sourced from New Zealand. They are hand sewn to ensure quality. I have designed them to have a beautiful marbling pattern that allows them to stand out from the competition. My dryer balls fluff and soften laundry, eliminate wrinkles and lint, and add natural scents (with essential oils as desired by the customer) all without the use of harsh and harmful chemicals. They speed up drying time, are biodegradable, reusable for over 1000 loads of laundry and environmentally friendly, allowing the customer to save time and money, and do their part to support the environment.
In tandem with our flagship product, I plan to introduce complementary items to enhance our product portfolio. I am currently researching, and testing a recipe for organic laundry detergent sheets. These will enhance the laundry experience naturally, and sustainably, and continue our mission of empowering women with all natural chemical free laundry products they can trust.
I also plan to introduce essential oil sets formulated specifically for laundry. These will be used to scent my wool dryer balls and possibly laundry in the washer, allowing laundry to have an all-natural fragrance customizable by the consumer.
In addition, I want to introduce a line of DIY laundry tools and sets designed for the mom who wants to make things herself, but giving her all the tools and ingredients in one place. I am also looking into products that make storage easy for dryer balls and essential oils in the laundry room. My product line-up will comprise 7-10 distinct SKUs, which I will launch based on customer demand and prevailing market trends. The cost for my products ranges between $18 and $45. My dryer balls are priced at $19.99 while laundry detergent sheets will be priced $18- $30 depending on the count in the box. DIY sets and accessories will range from $20-$45. Most of the products I offer are consumables and as such will be bought again and again.
My commitment to customers is unwavering, ensuring the delivery of top-tier products. I uphold the highest standards of quality, and aim to instill confidence in our brand's integrity and establish a reputation built on trustworthiness.
3.0 Market Analysis Summary
The US health and wellness market size was valued at USD 1,282.90 billion in 2023 and is estimated to hit around USD 2,188.16 billion by 2033 with a CAGR of 5.43% from 2024 to 2033.
Recent research shows that the global eco-friendly laundry detergent market was valued at USD 40.55 billion in 2022 and is projected to reach USD 54 billion by 2028, growing at a CAGR of 4.89%. This figure only accounts for natural detergents, excluding other laundry accessories like wool dryer balls and essential oils.
Our brand's core demographic is health-conscious moms aged 25-55, often called "crunchy moms." These educated and savvy women are deeply concerned about health and wellness, often baking homemade bread, growing gardens, and seeking transparency in products. They are increasingly aware of the dangers of everyday chemicals and are actively seeking better choices.
To demonstrate the demand in the dryer ball and laundry detergent sheet markets, I've included data from three top competitors, highlighting their units sold and revenue over the past 30 days. Additionally, I've showcased my own wool dryer balls, which feature a unique grey marbling design on a white background, blending style with the popular white aesthetic. The data also includes top-selling laundry detergent sheets, with graphs showing rising demand for these products.
There are more than 65 million women in the United States aged between 25 and 55, constituting my primary target demographic. According to Amazon demographic data, moms aged 25-55 make up the majority of my sales. Interestingly, Amazon data also shows that women aged 55 and older make up 37% of my sales. There are 45 million women in the United States 55 and older. This demographic is growing, as women are aging and want to live a healthier lifestyle. This is a market that I am looking at targeting for further expansion.
4.0 Strategy and Implementation Summary
The foremost aspect of Bloom & Bright’s business strategy is to successfully create and launch high quality products and establish a strong customer base of engaged, loyal brand advocates who make repeat purchases. I firmly believe that my brand offers a primary solution to help women and mom’s remove toxins and harsh chemicals from their laundry routine, relieving worry, pain, suffering and illness caused by harsh chemicals. My aim is to offer a range of unique products that cater to this specific need.
Our initial focus will be on our flagship product, the wool dryer balls, and in the future, have those in tandem with our laundry detergent sheets. These will serve as the entry point to our customers' journey. Subsequently, customers can explore additional products that enhance the natural laundry experience with ease and confidence, and continue to use those products month after month, growing the health and wellness of their family in the laundry room, and creating confidence in the reliability of Bloom & Bright.
The large demographic of women that make up my customer base are highly active on prominent social media platforms such as Instagram, Facebook, and TikTok, as well as eCommerce platforms like Amazon.
To kick start our customer journey strategy, we plan to leverage eCommerce channels, particularly Amazon and TikTok Shops, to tap into where my demographic already engages in shopping activities. This will swiftly generate sales and pique customer interest. My strategy also involves targeting this demographic through organic social media traffic to build my follower base, employing paid ads on social media platforms to reach new customers.
Additionally I plan to from partnerships and collaborate with influencers to enhance brand visibility and credibility, establishing Bloom & Bright as a reputable and trusted choice within my target demographic.
Through our lead nurturing approach, I intend to transform one-time buyers into devoted brand loyalists who will not only continue their patronage but also actively recommend our brand to others, thereby fostering natural brand expansion.
4.1 Competitive Edge
Bloom & Bright stands out as a brand with a significant competitive edge in my industry for various reasons. The shifting demand in the natural and eco-friendly laundry market necessitates offerings of high-quality organic products, online availability, convenient recurring deliveries, and brand trust. My brand effectively addresses all these demands by providing high quality, mom tested and approved products, designed to be the one stop shop for all your natural laundry needs, all accessible on reputable online platforms nationwide.
My 25 years of experience in Health and Wellness, combined with teaching and personal health journeys, give me a unique ability to connect with customers. I was blessed to have a mother who thought outside the mainstream product box many years ago. Her efforts healed conditions that I suffered from. It helped me to be happier, healthier, and a greater contributor to society. I know firsthand how living a healthier, non-toxic lifestyle can change lives. It changed mine. I have strived since then, and more so, since having my own children, to kick out harsh chemicals from my families lifestyle in every way possible. As a result I am extremely passionate about sharing how to kick out chemicals and what it means to live a healthier lifestyle. I have taught class and coached others. I wanted to provide moms and families with the tools and products to make their laundry room safer. Free from toxic chemicals. I want to help relieve the suffering that these chemicals cause, bring awareness, health and peace of mind to moms everywhere. So I started an all natural laundry brand Bloom & Bright Laundry Co. My passion for healthy living is both contagious and inclusive, offering practical solutions that simplify laundry while promoting peace of mind and physical health. As a stay-at-home mom, I understand the importance of simplicity and practicality.
I am committed to ensuring our products are of the highest quality and continually innovating to meet customer needs. Unlike competitors focused solely on sales, Bloom & Bright is a mission-driven brand dedicated to health, wellness, and empowering women to make better choices for their families.
4.2 Marketing Strategy
As an eCommerce business, it's crucial that we use effective advertising to reach our target customers. Our website, as our digital storefront, must be visually appealing, user-friendly, secure, and seamless for purchasing. We'll regularly update it with fresh content, including educational articles and links to other health and wellness sites.
For social media, we'll focus on TikTok, Instagram, and Facebook, where our demographic is highly active. micro-testing content to identify what resonates most with our audience, and incorporating top-performing content into paid campaigns. Influencer partnerships will enhance our brand's credibility and attract new customers, as they are key in building trust within our market.
To increase visibility and drive conversions, we'll use Pay-Per-Click (PPC) advertising on platforms like Amazon and strategically utilize Google ads to boost brand awareness and ensure discoverability.
We'll continuously refine our advertising strategies, focusing on data-driven decisions, staying updated on industry trends, and adapting to consumer preferences to maximize effectiveness and drive growth.
4.3 Sales Strategy
Sales are crucial for our product-based business, Our sales strategy, known as the Customer Journey Funnel is a five-step strategy guiding customers from acquisition to referral. Successfully moving customers through each stage is key to generating revenue and referrals.
We use a lead nurturing strategy powered by High Level software. As customers enter the funnel, we launch targeted email campaigns, segmenting leads based on their interactions. By tagging customer actions, we trigger personalized email sequences tailored to behaviors like product views or site visits. Our Customer Journey Flowchart maps out these paths, ensuring we guide customers smoothly through their journey.
As customers near revenue-generating events, we implement the following strategies to facilitate successful sales conversions: - Price anchoring - Repeated and compelling Calls to Action (CTAs) - Coupons - Discounts - Promotions - Product bundling - Upsells and downsells - Urgency-driven, limited-time deals - Consistent customer touch points
5.0 Management Summary
Heidi Ellis is the sole owner and manager of Bloom & Bright LLC, overseeing all critical aspects of the business, including product development, supply chain and inventory management, operations, finances, and strategy. My role also involves product launches, marketing, social media, customer relations, and developing digital assets like websites and sales funnels.
With years of experience in the health and wellness community and specialized training in essential oils and healthy living, I have a unique connection with customers. My participation in a high-level mastermind has further refined my eCommerce skills.
To maintain efficiency and reduce costs, I hire independent contractors for services like social media management, content creation, influencer outreach, bookkeeping, web development, and copy writing. By leveraging my skills, contractors' expertise, and industry connections, I am confident in growing Bloom & Bright into an eight-figure brand within five years.
6.0 Funding Request
To scale my business and meet the growing demand for my products, I am actively vetting potential investors.
I am raising $250,000. With a minimum investment of $50,000 The investment will be structured as debt with monthly payments of interest only for the first 12 months. Interest and principal the 2nd 12 months. I expect the annual interest rate to be 10-15%.
The Investment will be used for the following things
7.0 Financial Plan
Currently Bloom & Bright is seeing amazing growth. I launched my organic wool dryer balls at the end of August 2023. They did better than I anticipated, and I sold out in 6 weeks. Once back in stock I continued to increase in sales. I leaned into optimizing my advertising at the beginning of this year, 2024, which significantly increased sales. Despite the issues of being out or low in stock, I am continuing to grow. To date I have done $288,900 in revenue since launching in August of last year. $233,000 of that in this year (2024).
With the launch of variations of my wool dryer balls, and the new products in the Research and Development stage I anticipate that my business will experience significant growth in Year One. I expect to more than quadruple our sales by Year Three. My strategic approach involves organic scaling, leveraging profits from my sales to finance my future expansion endeavors.
7.1 Projected Cash Flow
Bloom & Bright currently operates with minimal debt and has minimal day-to-day operating expenses. I am interested in securing additional funding from grants and investors. My products boast a 7-9 times mark up on landed cost. After factoring in advertising expenses, fulfillment fees, storage costs, and other associated fees linked with selling on Amazon, I anticipate my business to ultimately yield a net profit margin ranging from 20-25%. Consequently, as I continue to move inventory, my cash flow increases consistently. As I expand off Amazon to other selling platforms, I expect that profit margin to go up by 5-10%. My plan is to reinvest these profits into introducing new items to my product line, thereby expanding my brand, and boosting my overall revenue. Based on my anticipated growth and strong profit margins, I am confident in my ability to make principal payments to investors beginning in month 13.
