DBCD Management, LLC
General Partner
THE BIRTH OF THE BIG HAIRY
AUDACIOUS IDEA

THE BIRTH OF THE BIG HAIRY
AUDACIOUS IDEA
NECESSITY IS THE MOTHER OF INVENTION
GAP IN THE MARKET – MARKET TO THAT GAP
FROM RAW CONCEPT – TO FINISHED PRODUCT
NEW PRODUCT DEVELOPMENT “BY THE BOOK”
It's 2 Cool, Ltd. - Proprietary Information

SALES
MANAGE-
MENT
PRODUCT
DEVELOP-
MENT
DISTRI-
BUTION
MANU-
FACTUR-
ING
BRAND-
ING
FUND-
ING

PRODUCT DEVELOPMENT
MARKETING RESEARCH
Ideation
Validate Concept
Qualitative & Quantitative Research
Secondary Research
Target Market Definition & Segmentation
It's 2 Cool, Ltd. - Proprietary Information

BUILDING CUSTOMER VALUE
Product Leadership
“Unique and Innovative”
•Ingredients
•Delivery
•Attractively priced for the experience
Operational Excellence
“Consumer Value”
•Portable
•Convenient
Customer Intimacy
Solution to “Problem”
It's 2 Cool, Ltd. - Proprietary Information

IDEATION
A luxurious towelette, infused with:
Organic herbs
Plant/botanicals
Essential oils
Provides an immediate cooling sensation when “wiped on” the skin
It's 2 Cool, Ltd. - Proprietary Information

IDEATION
PROPERTIES
Cooling, Moisturizing, Soothing
Pleasing Fragrance
Convenience & innovation are driving forces in the consumer market
RENEW
REFRESH
RE-ENERGIZE
It's 2 Cool, Ltd. - Proprietary Information

MARKETING RESEARCH
Secondary Research
Qualitative and Quantitative
Focus Groups
Three Rounds
On-line - National Feasibility Study
On-line – Concept/Logo Test
IHUT (In Home Usage Test)
Consumer Validation
It's 2 Cool, Ltd. - Proprietary Information

MARKETING RESEARCH:
Secondary Research
100 Million Sports or Outdoor Enthusiasts
Runners
Fitness (Indoor and Outdoor)
Sun Activities (Lake, Beach)
Golf, Tennis, Bicycling
Gardening
Spectators at Games
Traveling
Amusement Parks
40 Million Passionate Women
Peri or Post Menopausal
It's 2 Cool, Ltd. - Proprietary Information

FOCUS GROUPS - 2007
“This is a novel concept with a good potential market.
It is very usable in a large variety of circumstances.” “The initial chill is really there – then the coolness just stays with you!”
It's 2 Cool, Ltd. - Proprietary Information

FOCUS GROUPS - 2009
“It is not sticky at all like other regular “wipes.” “When I splash a little water where I wiped the towelette on my skin 30 minutes later, I am invigorated all over again.”
It's 2 Cool, Ltd. - Proprietary Information

MARKETING RESEARCH:
Key Findings
After use, 70% (top box) said they would purchase
40% would use 1+ times a day
77% would use 2-4 times a week
89% felt coolness was “very appealing”
1 in 3 felt the cooling effects for more than 20 minutes (some up to 90 minutes)
Average cooling lasted 19.7 minutes
It's 2 Cool, Ltd. - Proprietary Information

DISTRIBUTION CHANNELS
EVALUATE DISTRIBUTION CHANNELS
Our website would not be transactional
Sales/Forecasting by Channel
Retail Validation
Incrementality
• Does not cannibalize any existing product
It's 2 Cool, Ltd. - Proprietary Information

MANUFACTURING
ENGINEERING
Raw Material Research
Kitchen Chemists
Move to FDA Lab Environment
Proprietary Solution
Patent Pending
It's 2 Cool, Ltd. - Proprietary Information

MANUFACTURING
CONTRACT MANUFACTURING
MADE IN USA
World’s largest supplier of prep pads (3 billion units annually)
Produce Prototypes
Refine & Produce More
Challenge Test
Shelf Life Test
Packaging is made from recycled materials
It's 2 Cool, Ltd. - Proprietary Information

WAREHOUSING AND
INVENTORY MANAGEMENT
VIRTUAL COMPANY
Contract Manufacturer
Turnkey Operation
Warehousing
Shipping
It's 2 Cool, Ltd. - Proprietary Information

FUNDING
PRIVATE PLACEMENT MEMORANDUM
Business Plan
Placement Documents
Pro-Formas
Company Legal Documents
CPAs, Insurance, Attorneys
Investor Power Point
Personal Presentations to Investors
It's 2 Cool, Ltd. - Proprietary Information

MARKETING AND BRANDING
BRAND IDENTITY DEVELOPMENT
Name
Logo
Packaging
COMPANY NAME
Certifications
WBE, HUB, STRCA
It's 2 Cool, Ltd. - Proprietary Information

THE BRAND STRATEGY
Promise
Attributes
Personality
Messages
The core idea that unifies the brand:
What we do
The brand’s competencies:
How we succeed
The human spirit driving the brand:
Who we are
Support for the brand promise:
What we communicate
It's 2 Cool, Ltd. - Proprietary
Information

BRANDING IS MANAGING THE
EXPERIENCE
Employees
Customers Retail Partners
Prospects
Limited
Partners/
Shareholders
Partners
Local
Communities
Media
Core Brand
It's 2 Cool, Ltd. - Proprietary
Information

BRAND AWARENESS
THE AWARENESS PYRAMID

Where is the brand encountered?

How does it differ from other brands?

What does the brand stand for?
Top of Mind
(1st
Association)
Brand Recall
(Unaided)
Brand Recognition
(Aided)
Unaware of Brand
It's 2 Cool, Ltd. - Proprietary Information

MARKETING STRATEGIES
COLLATERAL & ADVERTISING
Sales Brochures
SOCIAL MEDIA
Facebook, Blogs
WEBSITE
PR
GRASS ROOTS Approach
Sampling
It's 2 Cool, Ltd. - Proprietary Information

It's 2 Cool, Ltd. - Proprietary
Information

MARKETING – RETAIL TARGETED
It's 2 Cool, Ltd. - Proprietary Information

MARKETING – CONSUMER
TARGETED
It's 2 Cool, Ltd. - Proprietary
Information

MARKETING – EVENTS
It's 2 Cool, Ltd. - Proprietary
Information

MARKETING – EVENTS
It's 2 Cool, Ltd. - Proprietary
Information

PR
Speaker Training
Media Interviews
Sampling
Grassroots Visibility
Event Sponsorships
It's 2 Cool, Ltd. - Proprietary Information

It's 2 Cool, Ltd. - Proprietary Information

SALES MANAGEMENT
Trade Shows
ECRM – “Best of Show”
DoD
Distribution Companies
Individual Companies/Agencies
Business Development
Category Manager Presentations
It's 2 Cool, Ltd. - Proprietary Information

BUSINESS TENETS
Constancy of Purpose
Inspiring a Shared Vision
Begin With The End In Mind
Quality Orientation
Challenge the Process
Take Personal Responsibility
Encourage the Heart
Passionate
Have Fun
It's 2 Cool, Ltd. - Proprietary Information

PERSONAL TENETS
Tenacity
Perseverance
Faith
Talented Team
Good Partners
Sense of Humor
Willingness to Work Long
Grueling Hours
It's 2 Cool, Ltd. - Proprietary Information

Questions & Answers