Editing Hold The Magic
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'''Re-Imagining the Tooth Fairy tradition with tiny gifts that deliver magic''' | '''Re-Imagining the Tooth Fairy tradition with tiny gifts that deliver magic''' | ||
== Summary == | == Summary == | ||
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We offer a variety of Tooth Fairy gift sets with themes based on a child’s interests. They are high-quality collectibles (little to no plastic) in beautiful packaging, each paired with stories that encourage self-care and positive life lessons. Each set includes ready-to-gift gold bags, good for 3 Tooth Fairy visits ''($29.95 retail)''. | We offer a variety of Tooth Fairy gift sets with themes based on a child’s interests. They are high-quality collectibles (little to no plastic) in beautiful packaging, each paired with stories that encourage self-care and positive life lessons. Each set includes ready-to-gift gold bags, good for 3 Tooth Fairy visits ''($29.95 retail)''. | ||
[[File:28c81e44274d38433b8663627a00a5162e97af4 | [[File:28c81e44274d38433b8663627a00a5162e97af4.png]] | ||
=== The lost tooth journey can begin with the story of Lucy Tooth. === | === The lost tooth journey can begin with the story of Lucy Tooth. === | ||
This 36-page hardcover picture book inspires a new tradition. When Lucy Tooth learns each time a fairy exchanges a lost tooth for money that a child loses a bit of magic, she decides to re-imagine the rules of the Tooth Fairy tradition and creates a special one of her very own. | This 36-page hardcover picture book inspires a new tradition. When Lucy Tooth learns each time a fairy exchanges a lost tooth for money that a child loses a bit of magic, she decides to re-imagine the rules of the Tooth Fairy tradition and creates a special one of her very own. | ||
== Traction == | |||
== | == Sold over 8,000 gift sets == | ||
== | == to 2,727 customers == | ||
* $213k in revenue, over 4,000+ orders | * $213k in revenue, over 4,000+ orders | ||
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* Over 10K unique web visits per month | * Over 10K unique web visits per month | ||
* Ranked #1 for key phrases such as “tooth fairy letter” | * Ranked #1 for key phrases such as “tooth fairy letter” | ||
== We are growing == | |||
== a strong fan base! == | |||
== Customers == | == Customers == | ||
== We’ve got your wings == | |||
Our customers are busy, yet they want to create lasting memories for their families. Guardians of all ages play Tooth Fairy, but most of our loyal fans are moms. They want to share and make great experiences, but they lack the time and energy to make it happen consistently. | Our customers are busy, yet they want to create lasting memories for their families. Guardians of all ages play Tooth Fairy, but most of our loyal fans are moms. They want to share and make great experiences, but they lack the time and energy to make it happen consistently. | ||
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* Create uniquely shareable experiences | * Create uniquely shareable experiences | ||
* Develop educational and entertaining content | * Develop educational and entertaining content | ||
=== Sentimental moments are shareable. === | === Sentimental moments are shareable. === | ||
Moms are highly engaged and sharing on social their worry about their child growing up too fast. Every lost tooth is a sentimental reminder. | Moms are highly engaged and sharing on social their worry about their child growing up too fast. Every lost tooth is a sentimental reminder. | ||
== Business model == | == Business model == | ||
== Break-even analysis == | |||
Unit economics in eCommerce are already strong | |||
Current CAC is $20 | Current CAC is $20 | ||
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3x multiplier before repeat purchases | 3x multiplier before repeat purchases | ||
We expect CLTV over $100 based on 32% retention rate and adding to our product mix | We expect CLTV over $100 based on 32% retention | ||
rate and adding to our product mix | |||
We expect break even at $50k monthly sales | |||
~76% gross margin | ~76% gross margin | ||
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$30–40k of salaries and freelancer costs | $30–40k of salaries and freelancer costs | ||
We expect to reach this by Q3 of 2022 | We expect to reach this by Q3 of 2022 We can grow faster by | ||
Publishing original content to build brand awareness | Publishing original content to build brand awareness | ||
Expanding our market to include younger kids before first lost tooth with the Lucy Tooth storybook and products | Expanding our market to include younger kids | ||
before first lost tooth with the Lucy Tooth | |||
storybook and products | |||
Entering adjacent product categories, | |||
especially Pediatric Dental | |||
Wholesale distribution with Lucy Tooth products | Wholesale distribution with Lucy Tooth products | ||
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== Market == | == Market == | ||
== The $3.48B tooth fairy market is ready for MAGIC == | |||
95% of families have a Tooth Fairy tradition where | 95% of families have a Tooth Fairy tradition where | ||
they leave cash for a lost tooth. | they leave cash for a lost tooth. | ||
=== But no brand owns what goes under the pillow. === | |||
== Gap analysis == | |||
=== Parents are paying 2x more for === | |||
=== | === convenience and memorable experiences. === | ||
== Competition == | |||
== | == Cavities in the fragmented == | ||
== | == tooth fairy market == | ||
There are many one-off brands selling pillows to stash money, products to hold teeth, and dolls to teach dental hygiene. | There are many one-off brands selling pillows to stash money, products to hold teeth, and dolls to teach dental hygiene. | ||
=== But our primary competition is cold hard cash left under === | |||
=== a pillow in exchange for a lost tooth. === | |||
Consider the globally recognized brand “Elf on the Shelf” that has tapped into the magic of childhood belief and family tradition in over 19 million households. Yet, they solely focus on the Christmas season. | Consider the globally recognized brand “Elf on the Shelf” that has tapped into the magic of childhood belief and family tradition in over 19 million households. Yet, they solely focus on the Christmas season. | ||
== Vision and strategy == | == Vision and strategy == | ||
== Bring fairyland to life == | |||
Hold The Magic’s focus is to become a global brand bringing Fairyland magic to life through consumer products, entertainment-based content, and unique branded experiences. | Hold The Magic’s focus is to become a global brand bringing Fairyland magic to life through consumer products, entertainment-based content, and unique branded experiences. | ||
Lucy Tooth and Wiggle Tooth are our “spokesfairies”. These brands will expand our product offering with books, toys, and dental care to widen our market to include children before the first lost tooth. | Lucy Tooth and Wiggle Tooth are our “spokesfairies”. These brands will expand our product offering with books, toys, and dental care to widen our market to include children before the first lost tooth. | ||
=== Product Diversification and Revenue Channels === | === Product Diversification and Revenue Channels === | ||
=== Future Organizational Structure === | === Future Organizational Structure === | ||
== Funding == | == Funding == | ||
== We have raised $325K under SAFE note == | |||
=== We’re looking to raise $1.5M under similar terms === | |||
The net proceeds from this offering will be used to accelerate our growth rate as a function of having additional capital to invest in product development, marketing, sales initiatives, and working capital. | The net proceeds from this offering will be used to accelerate our growth rate as a function of having additional capital to invest in product development, marketing, sales initiatives, and working capital. | ||
=== Funding fairyland === | === Funding fairyland === | ||
Without these angels who believe in Hold The Magic as much as we do, we would never be able to put our wings on for children everywhere. | Without these angels who believe in Hold The Magic as much as we do, we would never be able to put our wings on for children everywhere. | ||
=== They Lift Us Up === | |||
=== Tim Koogle === | |||
Impact Investor, Former CEO of Yahoo! | Impact Investor, Former CEO of Yahoo! | ||
Tim Koogle is a private venture capitalist, entrepreneur and business leader, and philanthropist. Having sold his first company to Motorola at age 29, he then had a long career in starting, running, and growing businesses of scale. From 1995 to 2001 he served as Yahoo! founding Chief Executive Officer and Chairman of the Board of Directors. Tim is on the board of a number of private early stage companies in which he is a venture capital investor. He was a founding investor, board member, and Chairman of Method Home, (now a profitable $1B revenue company), and founding investor, board member, and Chairman of Olly, (now a profitable $300M+ revenue company). | Tim Koogle is a private venture capitalist, entrepreneur and business leader, and philanthropist. Having sold his first company to Motorola at age 29, he then had a long career in starting, running, and growing businesses of scale. From 1995 to 2001 he served as Yahoo! founding Chief Executive Officer and Chairman of the Board of Directors. Tim is on the board of a number of private early stage companies in which he is a venture capital investor. He was a founding investor, board member, and Chairman of Method Home, (now a profitable $1B revenue company), and founding investor, board member, and Chairman of Olly, (now a profitable $300M+ revenue company). | ||
=== Pam Scott === | |||
Impact Investor, Founder of The Curious Company | Impact Investor, Founder of The Curious Company | ||
Pam is a designer, strategist and angel investor who has worked with some of the world’s most innovative companies and non-profits – IDEO.org, Mini Cooper, Nike, PSI, The Robert Wood John Foundation and the Global Center for Gender Equality among them. In 2000, she started The Curious Company, a strategy and design studio where she and her colleagues practice Human-Centered Design to help organizations address social issues with greater empathy, understanding, creativity and effectiveness. As an investor and creative advisor, she’s helped launch Method Home, Olly and a number of other consumer companies. Outside of work, Pam is a daughter, sister, aunt, wife, competitive athlete, avid gardener and committed maker. She and her husband Tim live in Northern California with their pride of rescue cats. | Pam is a designer, strategist and angel investor who has worked with some of the world’s most innovative companies and non-profits – IDEO.org, Mini Cooper, Nike, PSI, The Robert Wood John Foundation and the Global Center for Gender Equality among them. In 2000, she started The Curious Company, a strategy and design studio where she and her colleagues practice Human-Centered Design to help organizations address social issues with greater empathy, understanding, creativity and effectiveness. As an investor and creative advisor, she’s helped launch Method Home, Olly and a number of other consumer companies. Outside of work, Pam is a daughter, sister, aunt, wife, competitive athlete, avid gardener and committed maker. She and her husband Tim live in Northern California with their pride of rescue cats. | ||
=== Sara Menke === | |||
Founder, CEO of Premier Talent Partners & Ajna Software | Founder, CEO of Premier Talent Partners & Ajna Software | ||
Board Member Sara Menke is a cereal entrepreneur. Where Sara has over 20 years of experience serving as Founder and CEO at Premier Talent Partners, she also founded Ajna Software, an unbiased SaaS technology in addition to a business services company. Sara is an enthusiast, committed to agile business philosophies. She is driven and works tirelessly to help bring innovation, simplicity and efficiencies to the businesses she serves. Sara played an integral role in developing innovative recruiting strategies that have greatly impacted many of the bay area’s fastest growing and most impactful companies. Passionate is a word often used when describing Sara. Sara has a BA from USF and an MD in life. | Board Member Sara Menke is a cereal entrepreneur. Where Sara has over 20 years of experience serving as Founder and CEO at Premier Talent Partners, she also founded Ajna Software, an unbiased SaaS technology in addition to a business services company. Sara is an enthusiast, committed to agile business philosophies. She is driven and works tirelessly to help bring innovation, simplicity and efficiencies to the businesses she serves. Sara played an integral role in developing innovative recruiting strategies that have greatly impacted many of the bay area’s fastest growing and most impactful companies. Passionate is a word often used when describing Sara. Sara has a BA from USF and an MD in life. | ||
=== Frank Ghali === | |||
Founder, CEO of Jordan Park | Founder, CEO of Jordan Park | ||
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== Founder == | == Founder == | ||
=== Meet the founder | === Meet the founder fairyShannon Cahoon === | ||
Founder, CEO | Founder, CEO | ||