Manpacks Deck
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This document provides information about the co-founders and investors of Manpacks, an online subscription service for men's essential products. It summarizes Manpacks' target market as tech-savvy men ages 25-45, and describes their customer acquisition strategies including content marketing, distribution partners, and paid advertising. Metrics shown include over 1800 paid subscribers, 10% monthly growth, 65% quarterly retention, and average order value of $40. $500k in convertible note funding is committed from investors.
![Guys hate to shop :( So we dont make them.
Lazy buyers of: - underwear
- socks
- shirts Automation.
- grooming products
- condoms
Prefer fast & easy, no thought Curation. Amazon = 37,000 results
for mens underwear
Aren't monitoring new products Discovery. [CLICK TO ADD]](https://image.slidesharecdn.com/manpacksdeck-120717131525-phpapp02/85/Manpacks-Deck-3-320.jpg)
![AppendixMarket Resources & Tools of the Trade
Masculine DynamismMens Care Growing Fast of鍖ce.manpacks.comorders & inventory management.
demand forecasting.
"The [United States] region is set to continue to see strong growth, adding more than
$800 million to its size by 2014 as men in the region move beyond basic products
related to shaving to more sophisticated grooming regimens that incorporate numerous Simple Of鍖ceperformance tracking & real-time social
skin care and post-shave products."
monitoring
http://www.gcimagazine.com/marketstrends/consumers/men/111394189.html?
utm_source=Most+Read&utm_medium=website&utm_campaign=Most+Read Mailchimptrack newsletter effectiveness
Mens Grooming Booming Twitterlistening & relationship building, support, contests
"With sales of $4.7 billion, the U.S. is by far the largest single market for mens care,
and has nearly doubled in value size during the past 10 years, rising from around $2.7 Zopim (live chat)customer service & feedback
billion in 1999, according to Euromonitor International."
http://www.gcimagazine.com/marketstrends/consumers/men/69565577.html? KISSmetricsfunnel conversion reports
utm_source=Most+Read&utm_medium=website&utm_campaign=Most+Read
OptimizelyA/B testing copy
Men's underwear purchases examined
"According to Mintel, men buy an average of 3.4 pairs of underwear in a year. But from Zendeskcustomer service ticketing
2004 to 2008, the proportion of men buying single pairs at a time increased from 5
percent to 8 percent, while the share of men opting for packs of four or more fell
slightly, to 66 percent - indicating that shoppers may be trying to save money by Taskforcetask management
buying only when necessary."
http://www.allbusiness.com/economy-economic-indicators/economic-conditions- AgileZenproject management & work鍖ow
recession/12796665-1.html](https://image.slidesharecdn.com/manpacksdeck-120717131525-phpapp02/85/Manpacks-Deck-16-320.jpg)
Manpacks Deck
- 2. Co-founders Ken Johnson, CEO Andrew Draper, CTO Product & Business Development Design / Development, Creative 8 yrs Retail Management & Ops 15 yrs Web Design & Dev. Certi鍖ed Web Analyst JS/jQuery, CSS, PHP/MySQL Investors Brandon Zeuner & Ryan Swagar Dave McClure Dan Martell Brian Murphy Betaspring 2010 Incubator
- 3. Guys hate to shop :( So we dont make them. Lazy buyers of: - underwear - socks - shirts Automation. - grooming products - condoms Prefer fast & easy, no thought Curation. Amazon = 37,000 results for mens underwear Aren't monitoring new products Discovery. [CLICK TO ADD]
- 4. Manpacks makes money with an opt-out, subscription-style service that prompts essential purchases every 3 months.
- 9. Early Target Market = Young Professional 25-45 Making money, upping game Occupations Designers, Developers, Founders, Managers, Marketers,VC Associates Reading Tech-savvy Male Uncrate, Wired, Esquire, Thrillist, (5M male iPad owners) Ask Men, Fitness blogs Made, Paid, Laid.
- 10. Customer Acquisition 10% Content Marketing traf鍖c Email Signup Email, Infographics, Blog Distribution Partners Permission Marketing Inserts, Reward Programs exclusive offers Paid Advertising 1.5% Facebook, Reddit, niche channels traf鍖c Paid Account Quarterly Delivery samples to promote new products
- 12. 1800+ paid subscribers 65% Q1Q4 retention 10% monthly growth Avg. Order Value $40 Conversion)Rate)by)Month) Cohort&Customer&Churn& 2.00%& 180" 1.80%& 1.72%& 160" 1.60%& 140" 1.40%& 1.28%& 120" !20.2%& 1.20%& 100" 1.00%& 0.99%& !18.5%& 80" !9.4%& 0.80%& 60" 0.60%& 0.52%& 40" 0.40%& 0.20%& 0.25%& 20" 0.00%& 0" Aug010& Sep010& Oct010& Nov010& Dec010& Jan011& Feb011& Mar011& Apr011& May011& Q1" Q2" Q3" Q4"
- 13. Competition: Subscribe & Save = automation for shoppers who know what they want Defensibility: - #winning name with fun & casual brand. See: - External attitude, loyal user base, internal culture of fun. - Relentless (niche) customer focus
- 14. $500k* convertible note @ 20% discount or $3M valuation cap *90% committed
- 15. Appendix
- 16. AppendixMarket Resources & Tools of the Trade Masculine DynamismMens Care Growing Fast of鍖ce.manpacks.comorders & inventory management. demand forecasting. "The [United States] region is set to continue to see strong growth, adding more than $800 million to its size by 2014 as men in the region move beyond basic products related to shaving to more sophisticated grooming regimens that incorporate numerous Simple Of鍖ceperformance tracking & real-time social skin care and post-shave products." monitoring http://www.gcimagazine.com/marketstrends/consumers/men/111394189.html? utm_source=Most+Read&utm_medium=website&utm_campaign=Most+Read Mailchimptrack newsletter effectiveness Mens Grooming Booming Twitterlistening & relationship building, support, contests "With sales of $4.7 billion, the U.S. is by far the largest single market for mens care, and has nearly doubled in value size during the past 10 years, rising from around $2.7 Zopim (live chat)customer service & feedback billion in 1999, according to Euromonitor International." http://www.gcimagazine.com/marketstrends/consumers/men/69565577.html? KISSmetricsfunnel conversion reports utm_source=Most+Read&utm_medium=website&utm_campaign=Most+Read OptimizelyA/B testing copy Men's underwear purchases examined "According to Mintel, men buy an average of 3.4 pairs of underwear in a year. But from Zendeskcustomer service ticketing 2004 to 2008, the proportion of men buying single pairs at a time increased from 5 percent to 8 percent, while the share of men opting for packs of four or more fell slightly, to 66 percent - indicating that shoppers may be trying to save money by Taskforcetask management buying only when necessary." http://www.allbusiness.com/economy-economic-indicators/economic-conditions- AgileZenproject management & work鍖ow recession/12796665-1.html
- 17. Technology Acquisition Internal Dashboard Customer Dashboard - Management & KPIs - Easy account management Database Email Communication - Lifecycle behaviors - One-click purchases Underneath: Linux, Apache, MySQL, PHP, Amazon Web Services; Up front: Javascript/jQuery