Essentials

2. Essentials CleanBetween

3. Organization’s Background • Formed August 2004 – Villanova, Pa • Management roles assigned • Product concept: Toothbrush with flossing apparatus • Release Date: December 2004 Company History Opportunity Marketing Plan Financials Product Benefit Financial Request

4. Mission Statement Essentials is committed to providing quality products that promote healthylifestyles. We strive to maintain a mutually beneficial relationship with our stakeholders while achieving consistentreturns for our investors. Company History Opportunity Marketing Plan Financials Product Benefit Financial Request

5. Frank Bruno CEO Kelley Menzano Head of Marketing Chris Klenk Head of Operations Vince Sibol Head of Finance Lauren Marx Sarita Hatcher Elliott Fullmer Courtney MacDonald Chris Bell Frank Bruno Courtney MacDonald Tuan Dinh Sarita Hatcher Chris Bell Elliott Fullmer

6. The Problem Company History Opportunity Marketing Plan Financials Product Benefit Financial Request Many people do not have GOOD oral hygiene!

7. So What? • Maintaining good oral hygiene is one of the most important things you can do for your teeth and gums. • Daily preventive care, including proper brushing and flossing, will help stop problems before they develop. • greatly decreases risk of developing dental problems. Company History Opportunity Marketing Plan Financials Product Benefit You DON’T Want… You DO Want… Financial Request Tooth Decay A Healthy Smile Source: http://health.yahoo.com/health/centers/oral_care/200

8. Can’t I Just Brush My Teeth? • “Floss only the teeth you want to keep.” • If you don’t floss, you are leaving as much as 40% of your tooth surfaces untouched and uncleaned! • primary function of dental floss. • Must floss daily. • poor dental health may increase the risk for cardiovascular disease. Company History Opportunity Marketing Plan Financials Product Benefit Financial Request Source: http://www.floss.com/common_flossing_mistakes.htm

9. Brushing vs. Flossing Company History Opportunity Marketing Plan Financials Product Benefit Financial Request Source: Surveys randomly distributed to 100 Villanova students.

10. Why Don’t People Floss? Company History Opportunity Marketing Plan Financials Product Benefit Financial Request Source: Surveys randomly distributed to 100 Villanova students.

11. The Solution • Make flossing more convenient! • Everyone brushes their teeth, so… Combine the brush & the floss! Company History Opportunity Marketing Plan Financials Product Benefit Financial Request

12. CleanBetween Company History The flosser has a disposable snap-on head. Makes flossing easier! Opportunity Marketing Plan Financials The brush has polishing pads to help clean & brighten your teeth. Product Benefit Financial Request Your mouth will thank you! Source: www.jnj.com

13. Sales & Distribution Plan • Mass Merchandisers: • Drug Stores: • Supermarkets: Company History Opportunity Marketing Plan Financials Product Benefit Financial Request

14. The Market Company History Opportunity Marketing Plan Financials Product Benefit • Implements/Appliances reached $1.8 billion in U.S. retail sales in 2004 up .8% from 2003. • The largest implement/appliance segment is manual toothbrushes and the third segment is dental floss. Financial Request Source: Packaged Facts, MarketLooks: The U.S. Market for Oral Care Products 5th edition, October 2004

15. The Market Size Projected U.S. Retail Dollar Sales • Retail dollar sales of oral care products at $7.2 billion in 2004 – nearly $1 billion higher than in 2000. • Oral care sales projection - $8.5 billion as of 2009. • This segment is expected to reach $2.1 billion in 2009. Company History Opportunity Marketing Plan Financials Product Benefit Financial Request ***Manual toothbrushes, electric appliances, floss, and manual tools. Source: Packaged Facts, MarketLooks: The U.S. Market for Oral Care Products 5th edition, October 2004

16. The Market Size… Company History Opportunity Marketing Plan Financials Product Benefit Financial Request • Manual Toothbrushes are used by 184.4 million, or 87.5% of all adults. Source: Packaged Facts, MarketLooks: The U.S. Market for Oral Care Products 5th edition, October 2004

17. Projected Share of Market • J&J is 8th with only 3.5% of retail dollars in the first six months of 2004. • J&J would gain an additional .5% of the market share in our first year. Company History Opportunity Marketing Plan Financials Product Benefit Financial Request Source: Packaged Facts, MarketLooks: The U.S. Market for Oral Care Products 5th edition, October 2004

18. The Competition • No direct competitors. • Brand Strengths: • positive image • customer loyalty • CleanBetween - incorporated into J&J Reach Oral Care Division. Company History Opportunity Marketing Plan Financials Product Benefit Financial Request

19. Use of Oral Care Products by Gender Company History Opportunity Marketing Plan Financials Product Benefit Financial Request

20. The Marketing Story Company History Customer Profile Opportunity Marketing Plan • When launching our product, we must understand who our target market is! • Meet… Courtney Smith. Financials Product Benefit Financial Request

21. The Advertising Strategy • Print Campaign in major magazines directed towards our target market. • Females age 18-30 • Example: Shape • Billboards in the subway stations of 5 major cities. • Boston, New York, Chicago, Washington D.C., and Los Angeles • Providing dentists with samples of CleanBetween to distribute to patients. • Word of Mouth is key! • Website Company History Opportunity Marketing Plan Financials Product Benefit Financial Request

22. The Market Size… Company History Marketing Type Cost Billboards $922,080 Opportunity Marketing Plan Packaging $160,000 Financials $1,021,280 Magazines Product Benefit $2,103,360 Total Financial Request

23. Advertising Campaign Company History Opportunity Marketing Plan Financials Product Benefit Financial Request

24. Advertising Campaign Company History Opportunity Marketing Plan Financials Product Benefit Financial Request

25. Advertising Campaign Company History Opportunity Marketing Plan Financials Product Benefit Financial Request

26. Advertising Campaign Company History Opportunity Marketing Plan Financials Product Benefit Financial Request

27. Why Choose Our Product? CleanBetween's #1 Benefit: Company History Opportunity Marketing Plan Financials Product Benefit Financial Request Convenience

28. Summary of Marketing Story • Market Offering • Target Market: Females 18-30 • Gain an additional .5% of the implement/appliance segment of the Oral Care market share. • Ad Campaign focus: • Print Ads • Subway Billboards • Word of Mouth Company History Opportunity Marketing Plan Financials Product Benefit Financial Request

29. CleanBetween’s Role in J&J • J&J’s main financial goal: • “To achieve superior levels of capital efficient profitable growth.” • CleanBetween can help: • Return on Investment • capital resources • Gross Profits in line with those of J&J Company History Opportunity Marketing Plan Financials Product Benefit Financial Request

30. Investment • Required initial investment is less than $5 million • Only .09% of total cash & cash equivalents • J&J’s ROI: 14.9% • CleanBetween’s ROI: 32% Company History Opportunity Marketing Plan Financials Product Benefit Financial Request

31. Expenses Company History .1% .8% 5% .1% .2% .4% Opportunity 4% Marketing Plan 32% Financials Product Benefit 58% Financial Request

32. Income Statement 2005 2006 2007 Company History Opportunity Marketing Plan Financials Product Benefit Financial Request

33. $ 2005 2006 2007 % 2006 % 2007 Sales 3,976,000 5,396,000 6,532,000 35.71% 21.05% Net Income 144,083 308,458 990,533 114.08% 221.12% Financial Highlights Company History Opportunity Marketing Plan Financials Product Benefit Financial Request

34. Expected Sales • 2005 - 1.4 million CleanBetween Products Sold • 2006 – 1.9 million CleanBetween Products Sold • 2007 – 2.3 million CleanBetween Products Sold Company History Opportunity Marketing Plan Financials Product Benefit Financial Request

35. Why Invest in CleanBetween? • Johnson & Johnson’s Gross Profit: 70.9% • CleanBetween’s Gross Profit: 71% (3 year average) Company History Opportunity Marketing Plan Financials Product Benefit Financial Request

36. CleanBetween • Our product will provide • Increased Profits • Create new market base • Gain competitive advantage • Increase Market Share • Provide Convenience Company History Opportunity Marketing Plan Financials Product Benefit Financial Request

37. Patent Price Request Company History • $4,500,000 • (2005 Total Operating Expenses x 175%) • Divided equally among employees Opportunity Marketing Plan Financials Product Benefit Financial Request

38. Thank you for your TimeQuestions?