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Projection Summary
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Executive Summary
Vila Brush was founded in 2009 and developed a patent pending foldable tooth brush with refillable toothpaste. The brush is the only one that has a refillable toothpaste container and is fully reusable. We are in the process of finalizing inventory getting ready to take the product to market. This is a consumable either repurchase or refill product that can build customer loyalty. Our principal offices are located in Hialeah, Florida.
Business/Product or Service
Vila Brush will be manufacturing the only refillable foldable toothbrush that a consumer can simply turn the knob at the bottom and tooth paste goes to the brush heads and is ready for use. Simply fold and store for your next use. The refillable container can provide 30 days of toothpaste use. The brush heads are designed to be removed and replaced with new heads. There are two distinct advantages with this product the first being the convenience and variety offered to the consumer. We can provide many different variations for the tooth paste and more important from a marketing standpoint it gives us the opportunity to provide free toothpaste for life to the consumer. This is done by the consumer simply paying the shipping and handling charges which should net us approximately $2 per unit on those refills
The Market
We define our market as oral health care. We will be competing in 2 segments the first segment is the retail sale of toothbrushes which is approximately a $10 billion dollar segment and is broken into many categories. The second segment we will compete in is the toothpaste category which is approximately a $6 billion dollar market
Competition
The competition in the market is dominated by major corporations that have store shelf and product selection worldwide. We will compete indirectly with them. One of our strategies is to do an infomercial and sell on television to drive as seen on TV item in Walgreen’s and CVS. As seen on TV items get separate key placement throughout the store. When a consumer sees our product it will be only one like it in the area. We also are giving free toothpaste for life. The customer simply pays shipping and handling and we send them refills. We should net approximately $2 per order. Another strategy is home shopping channels and niche marketing as we can customize the unit with different designs and names. We will compete indirectly with the major players and after building a niche brand name we will either penetrate store shelves or sell the product line to a major corporation.
Risk/Opportunity
The greatest risks associated with our business today are having a quality product and having a good toothpaste flavor. We feel we can overcome these risks because of the quality overseas manufacturer and market testing our final flavors getting a consensus of a group of consumers. Our biggest recognized opportunities include the residual sales from the refills and selling new brush heads to our customers.
Operations
We use manufacturing facilities in China. Our manufacturer is a good quality manufacturer with stringent controls and controls. We will build up our operations in Florida once we bring our inventory into the US and launch our marketing campaign.
Capital Requirements
We have invested approximately $190,000 in the design and development, tooling and inventory to the point to where we are at today. We have a production run ready to finish assembly. We expect to provide an exit within 3 years by a dividend of excess profits, recapitalization, sale of company, or public offering.
Financial Snapshot
Our projections are as follows:
Year 1 Year 2 Year 3
Sales (000’s):
Units Sales 3,000 5,500 8,000
Refill 500 1,000 1,500
Net sales 3,500 6,500 9,500
Units 250 500 900