Editing Attn: Grace (section)

== Vision and strategy ==

=== Becoming the market leader in personal care for women 40+ ===
'''The category is up for grabs, and here's how we are going to win it.'''

[[File:3cfe3451725e69dd6935c7f4362f41a30305d3ef.png]]

Proof point: <u>The Honest Company</u>

1. '''Launch''' (key market gap):

''Diapers'' (take care of baby)

2. '''Scale''' (demographic breadth):

''Home Cleaning Care'' (take care of your home)

3. '''Expand''' (share of wallet depth):

''Beauty'' (take care of mama, too)

=== <u>Our Exit Opportunities</u> ===
Unlike the personal care space for younger women that has been disrupted by dozens of innovative personal care startups, including '''Billie, Thinx, This is L and others''', the <u>personal care space for older women is massive and still virtually untouched.</u>

Attn: Grace is disrupting a massive, sleepy category that is dominated by two of the world's biggest CPG giants, Kimberly Clark and P&G.  

<u>Much like what Harry's and Dollar Shave Club did in the razor space</u> (where Gillette and Edgewell had historically dominated market share), we're forging an entirely new way of engaging with our consumer—providing her with products that are far superior to current big-box offerings, and supporting her with impeccable customer service, content and community.

There are any number of possible exit scenarios for Attn: Grace, including acquisition by a CPG conglomerate '''(P&G, Kimberly Clark, Unilever, Edgewell, others), a medical supply conglomerate (Medline, Cardinal Health), a pharmaceutical company like J&J and many others.'''

=== <u>Recent analogous exits in the CPG space include:</u> ===
* Thinx, acquired by Kimberly Clark in 2022 (price undisclosed) [https://www.prnewswire.com/news-releases/kimberly-clark-acquires-majority-interest-in-thinx-301490258.html (source: <nowiki>https://www.prnewswire.com/news-releases/kimberly-clark-acquires-majority-interest-in-thinx-301490258.html</nowiki>)]
* Billie, acquired by Edgewell in 2021 for $310M [https://www.prnewswire.com/news-releases/edgewell-personal-care-announces-acquisition-of-billie-inc-301433210.html (source: <nowiki>https://www.prnewswire.com/news-releases/edgewell-personal-care-announces-acquisition-of-billie-inc-301433210.html</nowiki>)]
* This is L, acquired by P&G for a reported $100M in 2019 [https://www.forbes.com/sites/berenicemagistretti/2019/02/06/fembeat-pg-acquires-organic-period-care-startup-this-is-l/?sh=7168db237bb6 (source: <nowiki>https://www.forbes.com/sites/berenicemagistretti/2019/02/06/fembeat-pg-acquires-organic-period-care-startup-this-is-l/?sh=7168db237bb6</nowiki>)]
* Dollar Shave Club, acquired by Unilever for $1B in 2016 [https://www.unilever.com/news/press-and-media/press-releases/2016/unilever-acquires-dollar-shave-club/ (source: <nowiki>https://www.unilever.com/news/press-and-media/press-releases/2016/unilever-acquires-dollar-shave-club/</nowiki>)]