December 3 2012

Lazy Brush

Pre-Startup Business Plan For a Toothpaste-Dispensing Toothbrush As presented to potential investors (judges) Project start date:

September 1, 2012

Project finish date:

December 3, 2012

Teams start without a product idea on September 1

This pre-startup business plan is in partial fulfillment of BUSI 3510 and ENGR 3510 of the Business-Engineering-Technology minor at Auburn University This business plan is for illustrative purposes only to train students in joint product development as well as pre-startup business plans development. This business plan can be improved—it is not perfect It may contain unknown and unintended errors Use the information at your own risk

Team Members: Leila MacCurrach (Junior, Management); Jarvis Werkhaven (Sophomore, Finance); Kayla Reid (Junior, Mechanical Engineering); Jillian Lieber (Sophomore, Pre-business); and Sam Roberts (sophomore, Electrical Engineering)

Lazy Brush

December 3 2012

Contents Executive Summary……………………………………………………………………. 3 Mission, goals, objective for the business……………………………………….….......4 Code of Ethics………………….………………………………………………………..5 Potential need, or problem……………………………………………………………....7 Description of product…………………………………………………………………..8 Competition analysis…………………………………………………………………...10 Market analysis, target market, market research, marketing and sales plan…………...12 Description of parts, materials and production or procurement………………………..14 Demand and production for five years projected………………………………………15 Financing……………………………………………………………………………….16 Five-year cash flow…………………………………………………………………….17 Organization of board of directors …………………………………………………….20 References……………………………………………………………………………...21

Appendices …… 22-33 Parts and Components .………………………………………… 23-27 Consumer survey results……………………………………….. 28-32 Survey questionnaire ……………………………………………33

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Executive Summary The LazyBrush has been designed to fill the niche of a refillable toothpastedispensing toothbrush. It allows for a more effective way for people to brush their teeth with ease. Competitors in this area have created different varieties that have filled different parts of this particular niche in the market. Some allow for multiple, inexpensive brushes with toothpaste or for manually refilled toothpaste containers. Although other businesses have created manual toothbrushes which contain toothpaste they are impossible to have refillable containers and replaceable toothbrush heads. Our particular product is unique in its ability to refill the toothpaste using collapsible toothpaste containers with a separating top and bottom. Another unique feature is the rubber stopper which prevents the dispensing toothpaste from drying out and clogging up the toothbrush head. These exclusive features differentiate the LazyBrush from competitors in the market. The company will initiate with initial angel investments and initial contracts with other companies to create our product. With the help of purchasing our own machines in the third year of production to eliminate contracting with companies, we should start profiting in the fourth year of business and be able to reimburse the angel investments while making over a million dollar profit in our fifth year in business.

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Mission

Our mission is to create a toothpaste-dispensing toothbrush in order to produce an easier, more effective way of brushing teeth. We hope our redesigned toothbrush will appeal to our customers and create a successful niche in the market of toothbrushes.

Goals · · · · ·

Create a product that is most likely to successful on the market Run a profitable operation within 5 years Develop a perception that *Company’s name is easy to do business with Maximize efficiency Grow the entire business operation within 5 years

Objectives · · ·

·

Create and test prototypes on the general population and gain feedback Charge an increased price for the toothbrush for the first year (12.99) Implementing a policy where customers are guaranteed to receive a returned phone call by the end of the day Advertise through means of television and internet

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Code Of Ethics The Code of Ethics as states is to apply to all employees of and partners associated with this business. The Business is committed to the highest standards of social and business practices. All employees of and partners associated with the Business shall be expected to observe the highest possible standards of integrity as the conduct of the daily operations and outside operations of the Business. All employees of and partners associated with the business shall at all times observe this Code of Ethics of the Business and shall behave ethically and legally with the highest level of business ethics and and personal integrity in all such business transactions and relations with the Business’ clients.

Discrimination The business shall treat all employees and partners fairly and shall not discriminate against any employee or partner on the basis of age, race, disability, gender, sexual orientation, or martial status. The Business shall be an “equal opportunity employer” and shall provide equal opportunities all of the employees of the company and partners.

The business will not tolerate or promote any discrimination or harassment to an employee or partner by any other employee or partner.

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Conduct The business believes that everyone should be treated with respect. Any behavior that is inappropriate towards others including coworkers, customers, venders, and suppliers will not be supported by the businesses values. The following will not be tolerated: insults; threats; intimidation; sexually explicit humor; slurs; stereotyping; physical abuse; emotional abuse; profanity; gossip; unwanted sexual advancements; sexual harassment; unwelcome invasion of personal space; and the disregarding of other peoples rights. The Business’ activities will reflect honest, loyalty, fairness, and accountability.

Accountability Each of us is responsible for knowing and adhering to the values and standards set forth in this Code and for raising questions if we are uncertain about company policy. If we are concerned whether the standards are being met or are aware of violations of the Code, we must contact the Human Resources department. We take seriously the standards set forth in the Code, and violations are cause for disciplinary action up to and including termination of employment. Integral to our business success is our protection of confidential company information, as well as nonpublic information entrusted to us by employees, customers and other business partners. Confidential and proprietary information includes such things as pricing and financial data, customer names/addresses or nonpublic information about other companies, including current or potential suppliers and vendors.

Use of Company Resources Company resources, including time, material, equipment and information, are provided for company business use. Nonetheless, occasional personal use is permissible as long as it does not affect job performance or cause a disruption to the workplace. Employees and those who represent Pilot are trusted to behave responsibly and use good judgment to conserve company resources. Managers are responsible for the resources assigned to their departments and are empowered to resolve issues concerning their proper use.

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Potential Need or Problem

The problem that Lazy Brush tries to solve is a result of the fact that the innovativeness of toothbrushes isn’t being challenged in the market today. Toothbrushes and toothpaste are complimentary products, they are made for one another and their demand depends on the demand for the other. We asked, “why are they not being used in one product?” and from that the idea of Lazy Brush was born. This toothbrush combines two products that are essentially needed and used by the entire population and puts them into one. We also believed that this could easily be used for travel. The Lazy Brush has a 1 once container that will be able to be brought on airplanes. People in today’s world want products that limit their need to do excess work. Our product makes the act of brushing your teeth as simple and easy as possible.

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Description of Product This product is intended to allow a person to dispense toothpaste on to their toothbrush with ease. The basic concept design is of a toothbrush, which contains holes in the upper part of the brush to allow for toothpaste to be dispensed directly on the bristles of the toothbrush. To prevent the toothpaste from drying out, each of the holes will be filled with an easily removable rubber stopper. Using your finger to make a simple push motion upward, the toothpaste will dispense at modest volumes. In order to keep the dispensing mechanism in place, a spring must be placed underneath the mechanism to overcome the weight of the toothpaste pushing down on the dispenser. Since the toothpaste must be contained within the toothbrush, the assembly will separate into two pieces to allow for a toothpaste container to be inserted into the bottom half of the brush. A more detailed final design with drawings of each of the components can be seen in the appendices. Respectively, these components are the toothbrush head, rubber stopper, toothbrush bottom, dispensing mechanism, steel spring, and toothpaste container. The size of the toothpaste container thickness has been increased so that it is capable of being viewed. The actual thickness is .005” with a tolerance of ±.0001”. These tolerances and sizes are extremely specific to allow the container to be crushed inside the toothbrush without disrupting the mechanism. Crushing the container inside the toothbrush is the easiest method of allowing the toothpaste to be dispensed while also allowing manufacturers to create their own toothpaste containers which are to be made of a crushable plastic: polyethylene terephthalate. This plastic will press into an outer ring of the top part of the toothbrush head which allows the

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toothpaste container to slowly crush from the pressure while allowing all of the toothpaste to pump into the smaller inner hole contained within the top of the toothbrush. Since most of the other plastics are made of basic nylon, they will all have basic size tolerances of ±.0005”. The toothbrush has a total length of 8” with a handle diameter of 1.25” that moves to a slender brush diameter of .375” to adhere to industry standards. The top and bottom pieces of the brush are threaded using 1 1/8-7 UNC standard thread size. Within the toothbrush head, there is an industry standard 0.164“±0.0005” size hole. The bottom of the toothbrush contains a hole whose dimension is 0.860” ±.0001” while the diameter of the dispensing mechanism is 0.860” -0.0001”. For ease of use, the dispensing button has a perimeter of a quarter inch by a quarter inch so that an average person’s thumb is capable of applying pressure to force the dispensing button up or down. Industry standard steel compression zinc-plated music wire springs, which can stretch from 0.62”-3” and have an outer diameter of 0.6”, will be permanently inserted into the toothbrush bottom. Finally, the rubber stoppers which can be placed into the holes on the toothbrush head have rubber cylinders of diameter 0.085” with a tolerance of ±0.0005” and a small handle with dimension 0.3”x0.3”x0.5” with tolerances of ±0.001”.

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Competition Analysis Charts and Graphs:

Attributes

Product Price Availability Quality Reusability Dependability Options/Types Strategy Selling Staff Advertising Research & Development Distribution Systems Market Presence Market Share Employees Financial Viability Alliances/Partnerships

Competitive Analysis Weight Ratings (Scale = 1-5; 1-Poor, 5-Excellent) (must Our Company Oral B Fast&Go PopBrush Travelon total 100%) 20% 10% 20% 20%

$49.99 4 5 Different options 5 5

$2.95 3 2 None

$13.99 3 3 None

20% 10%

$11.99 2 4 Replacement Cartridges/Heads 4 1

3 1

2 1

$5.99 1 2 Refillable toothpaste 2 1

25% 25% 25%

3 2 3

4 5 5

2 2 2

2 2 2

1 1 2

25%

3

5

2

1

2

30% 20% 20% 30%

2 2 3 3

4 4 4 2

2 2 3 2

2 3 2 2

1 2 1 3

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Analysis: Our competitive analysis includes analysis from our company, Oral B, Travelon, PopBrush, and Fast&Go. Three Areas we focused on included the product, our company strategy, and market analysis. These companies all make a form of toothbrush that stores the toothpaste inside it for easy use application. Our toothbrush is manual with no electrical parts, which is similar to those designed by Travelon, PopBrush, and Fast&Go. However, Oral B designs a brush that is electric with several more options than we have at the moment. Our product is competitively priced and is dependable. In addition, we make a high quality product that we can respectfully put on the market. Our company strategy has a positive outlook going forward. We do not have a large number of employees right now, but we do have enough to remain competitive, especially because we put an emphasis on using advanced machinery in our third year. We are committed to exploring advertising options for our product. Also, research and development is important to us, so we focus on developing new products in the coming years. Finally, we plan to remain competitive in the shipping industry and will distribute our products effectively. The competition will be a factor that will force us to adapt in the market. We think there is a significant market to make a product people will want to buy. Thus, we plan to enter the toothbrush making market.

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Lazy Brush

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Market Analysis Based on the survey results and the product itself, Lazy Brush has potential to reach a very broad market. People within this market include those who are likely to spend money on a higher quality toothbrush and appreciate the more simplistic way of brushing ones teeth. Based on the assumption that demand is going to increase exponentially due to advertising, increase in popularity, growth of the company, and growth of the market are assuming that in the first year we will have 10,000 units produced, 75,000 in the second year, 200,000 in the third year, 500,000 in the fourth year, and 1,000,000 in the fifth year of production. This rapid growth in products sold will open Lazy Brush to new and expanding markets.

Target Markets Lazy Brush’s desire is to cater to everyone. Ideally, the market would strengthen over the next five years and eventually become a known alternative option to classic toothbrushes. In order to do so, we have planned target markets that would be the most likely to buy and the most influential in the market. · ·

·

Middle Aged Men/Women: Lazy Brush is likely to cost more on average than a standard manual toothbrush and this age group is most likely to spend extra money. Children (under the age of 10): Specialization of products (pink/blue/glitter toothbrushes) tends to work best with this young target market. When we can expand this is the first market we want to target. College Aged Students: The generation that is most notably lazy would be a great target market for a product that makes an everyday task easier.

Market Research From the market research survey it was further established that 90% of those surveyed brushed their teeth at least twice a day. Of the people surveyed we learned that over 50% of people spend between $2-$5 on a toothbrush. About 16% of those surveyed said they would spend money on a “high-end” toothbrush and this is the category we plan to target. To understand demand, we asked how often does one replace their toothbrush. Of the people surveyed, 27% said one month or less, 32% said within three months, 17% said within six months and the remaining 24% said they have no set time in which they replace their

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toothbrush. From this we know that roughly three quarters of our customer base would not need to replace their toothbrush head more often than every three months. We also asked if the people used electric or manual toothbrushes. Seventy-seven percent said they use manual toothbrushes. This helped to decipher further how much the average person was already spending on a toothbrush and ultimately decided that the design of our product was to be a manual toothbrush. The next question was “where do you buy your toothbrush?” in order to help know where we wanted to advertise. Of the people surveyed, 50% said they buy their toothbrush at either the grocery store or Wal-mart, 31% said at the drug store, and 16% said at the dentist. Being that these were the most significant answers we decided it would be important to make sure we work to get our product there. From these results we learned that selling Lazy Brush online would not be the most successful place, especially initially. Out of 100 people surveyed, 48 said they would be interested in Lazy Brush. This is when we knew this product had the potential to be successful. On this product specifically, 21% of those surveyed said they would pay more than $9, which allowed us to determine that there is a market for Lazy Brush.

Marketing and Sales Plan

From the survey we realized that the Internet is not going to be as useful to the sales of our product as we initially thought. We could advertise online, and plan to do so, but selling it solely online would not be a successful sales plan. For sales we also plan to sell Lazy Brush for $12.99 in the first year and for the next for years hold the price at $10.99. Being more expensive at first will help keep the business alive and as time goes on lowering the price will allow Lazy Brush to be more competitive in the market place. We plan on using $.50 per product on advertising in the first three years and $.45 per product in the fourth and fifth year, as the amount of products we plan to sell increase.

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Lazy Brush

December 3 2012

Description of Parts, Materials and Production The Lazybrush is a toothpaste-dispensing toothbrush (Figure A). The base of our product is a lightweight nylon handle (Figure B.) that is hollow in order to contain the other components of the product. Also, the top of the handle is threaded in order to connect with the head of the toothbrush (Figure C.), which is also made from nylon. The toothbrush head contains a tube running through the top to allow for toothpaste to travel to the bristles through small holes that are located around the bases of the bristles. Our startup company will manufacture the nylon handle and the toothbrush head. To ensure that the toothpaste does not dry out due to constant contact with the air, we include a stopper (Figure D.) made of synthetic rubber with our product that keeps the toothpaste sealed off from outside exchange. Our company will manufacture this rubber stopper. Our product encases a toothpaste cartridge (Figure E.) made of polyethylene terephthalate, a collapsible plastic. The plastic’s ability to be crushed makes for an easy removal and mess free cleanup. The cartridge can hold 1oz. of toothpaste, which is equivalent to around 60-80 uses of our product. The cartridge will be manufactured and filled by toothpaste companies. The cartridge is compressed by it being pushed upwards to the toothbrush head and out through the holes near the bristles. A zinc-plated steel spring (Figure F.) is responsible for pushing the cartridge up the handle of the brush. The spring is enacted with the use of a dispensing button (Figure G.) that is connected to the cartridge. The user pushes the button upwards in order to apply toothpaste to the bristles. Our startup company will manufacture this nylon dispensing button.

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Demand and Production Plan for Five Years

We would plan to contract with several companies to make our product. The components of our product are a steel music wire spring, dispensing button, toothbrush bottom, toothbrush top, rubber stopper, and toothpaste container. In order to create the components, we would establish contracts with plastic molding companies for all of our plastic molded components: toothbrush bottom, toothbrush top, and dispensing button. We would contract with a synthetic rubber company to produce the rubber stopper and our springs would be ordered from a company which would sell the springs in bulk. With all of the components ordered to create the product, the assembly process could begin. Our manufacturing plan would look something like this: first, we would contract with the toothpaste companies to ensure that popular toothpastes would be in cartridges for our product. Another focus of ours is to make sure that a machine would assemble our product after we got started up. We estimate these machines will cost around $100,000. Therefore, we would hold off on investing in this until the third year. The project will last for about fifteen years and depreciate at around $6,667 per year. People will assemble our product until we can make it with the help of a machine, starting in the third year. This investment will cut down on labor costs, but will increase our insurance and utilities as our company grows. Our main focus of ours is manufacturing a product that is good quality that people want to buy. We refuse to sacrifice the reputation of our brand for the opportunity to make a quick dollar.

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Financing Our company has a few financing options that will be critical to our success. We each plan to each contribute $10,000 into the contributed capital account as owners. After our investment but before any outside contributed capital was sought, we valued our company at $300,000. This number means that we would need to ask an Angel investment group or an Angel investor to contribute $100,000 for a round one of funding. This brings our total to $400,000 value in the company and we are prepared to offer the party a 25% ownership in the company. In year five, we plan to return this investment, which we estimate to total $500,000. At this time, we value our company at $2million total. This plan is possible due to several key assumptions based on our research and calculated estimations. We plan to end year one with positive cash, but operating at a loss, due to the capital contributed by investors. We would lose money until year four, where we would end with a profit. This positive net revenue comes 2 years after the introduction of the machines into our production line. Our explosion into profits in year five, totally an estimated one-million sales, would give us the ability to pay back our investors and seek opportunities for expansion and growth within our company. A booming increase in production would show that our product sells 10,000 in the first year, but with the help of successful marketing and advertising campaigns, we estimate that our product will see steep increases in demand. Our company recognizes the risk with these financing options. In the future, after establishing credit, we may pursue a bank loan to help us grow even further. Another option could be the help of a venture capital firm. These are all options and speculation at the time, but we look to continue growth far past our five-year plan.

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Five-Year Cash Flow Year:

Sales

1

2

3

4

5

$129,900

$824,250

$2,198,000

$5,495,000

$10,990,000

(72,000)

(558,750)

(1,490,000)

(3,600,000)

(7,200,000)

Gross Margin

57,900

265,500

708,000

1,895,000

3,790,000

(Depreciation)

-

-

(6,667)

(6,667)

(6,667)

(SG&A)

(242,000)

(455,000)

(810,000)

(1,220,000)

(1,817,000)

Operating Income

(184,100)

(189,500)

(108,667)

668,333

1,966,333

(Interest Expense)

-

-

-

-

-

(184,100)

(189,500)

(108,667)

668,333

1,966,333

55,230

56,850

32,600

(200,500)

(589,900)

$(128,870)

$(132,650)

$(76,067)

$467,833

$1,376,433

-

-

6,667

6,667

6,667

(128,870)

(132,650)

(69,400)

474,500

1,383,100

-

21,130

(111,520)

(280,920)

193,580

(Cost of Goods Sold)

Income Before Taxes (Taxes) Net Income Depreciation Add Back Net Cash Inflows / (Outflows) Beginning Cash Balance Seed Investment Angel/Venture Capital

50,000 100,000

(500,000)

(Capital Expenditures) Loans / (Loan Payments) Ending Cash

(100,000) -

-

-

-

-

$21,130

$(111,520)

$(280,920)

$193,580

$1,076,680

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Projected Cost of Goods Sold: Year: Cost Of Goods Sold:

1

Units Produced Direct Cost Per Unit: Collapsable ToothBrush Cartridge Spring Dispensing Button Cartridge Holder/Handle Labor Other/Outsourcing Cost Per Unit

10,000

75,000

200,000

500,000

1,000,000

1.75 1.00 0.20

1.75 1.00 0.20

1.75 1.00 0.20

1.75 1.00 0.20

1.75 1.00 0.20

2.75 1.00 0.50 7.20

2.75 1.25 0.50 7.45

2.75 1.25 0.50 7.45

2.75 0.75 0.75 7.20

2.75 0.75 0.75 7.20

72,000

558,750

1,490,000

3,600,000

7,200,000

Total Cost of Goods Sold

2

3

4

5

Projected Demand and Revenue

Year: Revenue Demand: Units Sold Price Per Unit Installation / Service Revenue Total Revenue Per Unit

1

2

3

4

5

10,000

75,000

200,000

500,000

1,000,000

12.99

10.99

10.99

10.99

10.99

-

-

-

-

-

12.99

10.99

10.99

10.99

10.99

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Five-Year Operating Expenses: 1 Year: Depreciation on Capital Expenditures: Cost (all machines) $100,000 Life in Years 15* Depreciaton Expense

2

3

4

5

6,667

6,667

6,667

Units Sold and Produced Selling Expenses Per Unit: Sales Commissions Sales Salaries Shipping Advertising Other Total Selling Expenses Per Unit

10,000

75,000

200,000

500,000

1,000,000

0.05 0.50 0.15 0.50 -

0.05 0.50 0.15 0.50 -

0.05 0.50 0.15 0.50 -

0.05 0.50 0.10 0.45 -

0.05 0.50 0.10 0.45 -

1.20

1.20

1.20

1.10

1.10

Total Selling Expenses General and Administrative Expenses:

12,000

90,000

240,000

550,000

1,100,000

120,000 250,000 40,000 45,000 60,000 60,000 5,000 5,000 5,000 5,000

450,000 50,000 60,000 5,000 5,000

500,000 75,000 80,000 5,000 10,000

500,000 75,000 125,000 7,000 10,000

230,000 365,000

570,000

670,000

717,000

Salary and Benefits Utilities Rent Insurance Other Total General/Administrative Expenses

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Organization of Board of Directors The five of us are investing an initial $10,000 and will all have equal rights to the company. However, based on our individual skills we have divided ourselves to head different aspects of the company. Jillian Lieber has proven to have management skills desired in the CEO of this company. She will oversee the general running of the company and make sure the tasks are delegated out. Jarvis Werkhaven will serve as the Head of Finance, Leila MacCurrach will serve as the Head of Marketing, Kayla Reid will serve as the Head Engineer, and the Project Manager will be Sam Roberts. We are counting on funding from angel investors, so we plan to have this management team set before we start the funding of the business.

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References "McMaster-Carr." McMaster-Carr. N.p., n.d. Web. 01 Dec. 2012. . "PET Bottle Grade." Material Properties of , Engineering Polymers. N.p., n.d. Web. 01 Dec. 2012. . "Rubber Types." - Trelleborg AB. N.p., n.d. Web. 01 Dec. 2012. . Swamidass, Paul M. The Early Phases of Technological Innovation for Engineering and Business Students: With 16 Cases Studies. Auburn, AL: TIR/Technological Innovation Resources, 2012. Print.

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Appendix Parts and Components.………………………………………….23-27 Consumer survey results………………………………………..28-32 Survey questionnaire………………………………………........33

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Components of LazyBrush

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Graphs Gender

Interested in Switching

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Price Paid in Past

Price on Toothpaste

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Brushes per day

How often do you replace your brush?

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Electric or Manual?

Where do you buy your toothbrush?

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Are you interested in the product?

How much are you willing to spend?

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Survey questionnaire Question

Answer Choices

Would you be interested in switching toothbrush types?

Yes, No

How much would you spend on a toothbrush?

$2-3, $4-5, $5-6, more than $6

How much would you spend on toothpaste?

$2-3, $4-5, $5-6, more than $6

How many times per day do you brush your teeth?

1, 2, 3, 3+

How often do you replace your toothbrush?

Ever week, every 2 weeks, every month, other (specify)

Do you use mouthwash and floss during your brushing routine?

Yes, No

Do you use an electric or manual brush?

Electric, Manual

Where do you buy your toothbrushes?

Drug store, grocery store, dentist, online, other (Specify)

Would you buy a toothbrush that supplied the toothpaste directly to the brush?

Yes, No, Explain:

What would you pay for this type of product?

$5-8, $9-12, $13-16, more than $16, would not buy it

Who would you buy this product for? Do you live in a rural or urban environment?

Yourself, family member, friend Rural, Urban

What is your gender? What is your age range? How is your dental health?

Male, Female 18-24, 25-36, 37-50, 50-65, 65+ Excellent, Good, OK, Bad, prefer not to say

What is your annual income range?

Less than $15K, $16-40K, $40-100K, $100K+

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