TattooID
Steven Gordon
College Freshman
Age 18
1
Mission Statement


Describe the Opportunity

TattooID provides temporary safety tattoos that have the child’s
initials and parents phone number in case the child gets lost.

1.3 Million children are reported missing or lost per year.
Almost 2000 children a day! (U.S. Department of Justice)

27% of families that visited an amusement park, lost at least
one child over a 12 month period. That’s 1 in 3 children.
(Intimetrix)
Mission Statement

To create a safe environment where children can be children
by using child-friendly identification markers and engaging the
community.
2
Business Profile

Type of Business
Manufacturing
 TattooID tattoos:

 Temporary and removable
 Non-Toxic
 Variety of Designs


Parents will have less to worry about if their
children wander off or become lost in a crowded
area, such as a theme park.
Legal Structure

Limited Liability Company
3
Qualifications
 I have worked with 30-50 children every week during
the 2007 Summer Reading Program.
 I am the Chief Sales Officer of an urban apparel
company.

Director Of Sales of the Young Entrepreneurs
Association at Brooklyn Technical High School.
4
Market Analysis
Industry Name
Coated and Laminated Paper Manufacturing
Industry Size
$12.7 BLN (“Coated and Laminated Paper, Not Elsewhere Classified”
Encyclopedia of American Industries, Online Edition, Gale 2009.)
Total Population
TattooID is web based
company, and therefore will
be able to reach target
populations nationwide.
Target Market
Potential Market
Size
Families (married and single
parent) with children under the
age of 6.
The median family income is
$63,211. (U.S Census 2008)
A survey of 35 people within
the target group indicated
that 73.5% would “purchase
a set of TattooID tattoos for
[a] child or a child that [they]
know”
309,208,196
% of population in target age & gender
x Total Population (A) =
8,751,738
% of people surveyed who are interested in your
product/service x Target Market (B) =
6,388,768
5
Consumer Profile

By Location


By Population


Parents who are actively involved in their children’s lives and are
protective, caring, and nurturing. Often take their children out on
trips.
By Behavior


25 -54 yrs, Male and Female, Parents, College Educated
By Personality


Densely populated areas across the continental United
States with large public outdoor spaces; spaces geared
towards children.
Frequent purchases of safety products for children, prefer brands
known for quality and being child-friendly, brand loyal, make
purchases based on peer recommendations.
By Income

Median HHI 63,211; Single and Dual Parent Households with at
least 1 own child, make carefully considered purchases,
especially when related to children.
6
Competitive Advantage
Factors
Quality of
Product//Service
Price
Location
Brand/Reputation
Unique Knowledge
TattooSales
Poor
SafetyTat
TattooID
Excellent
Excellent
$19.99/24pcs
$5.00/5 pcs
Online
Online
Online
Largest
Manufacturer
Established
Mkt. Leader
Emerging
Mass
Producer
Proprietary
Tattoo
Material
$80.90/ 1000pcs
Online
Community
7
Marketing Mix
People: Who will
buy your product/
service?
Parents,
Caretakers of
small children.
Price: What is
your product/
service price?
$5/unit
(5 pieces per unit)
Promotion: How
will you promote
your product/
service?
Marketing
Plan
Free samples,
giveaways, info
packets, social
networking
(parenting blogs)
Place: Where will
you sell your
product/service?
Product: What is
your product/
service?
www.thetattooid.com
Temporary Safety
Tattoos with ID info.
8
Marketing Plan
Awareness
Purchase
Retention
Current & Short Term (1 month -6 months)
•Promotional Giveaways
•Referral discounts
•Social
Networking/Parenting
Blogs
•Volume Discounts
•Email Newsletters
•Exclusive discount
codes
•Limited editions
•Loyalty programs
•Contract pricing
•Free Shipping
•Free samples
•Ads / Flyers
Long Term ( 6 months-1 year)
Paid advertising
Monthly cost,
by phase:
$100.00
Awareness
Returning customer discounts
$50.00
Purchase
Building Online Community,
Partnerships with Institutions
$10.00
Retention
9
Cost of Materials/Direct Labor
One Unit = 5 Tattoos
Cost of Sales Per Unit
Direct Labor
(Labor Cost per Hour)
Time (in hours) to make
1 unit
Direct Labor Cost Per
Unit
$8.25
0.067 (4mins)
$0.56
Total Direct Labor Per Unit $0.56
Material Description
Cost/Total Quantity
Cost Per Unit ($)
Tattoo Paper
$900 / (500 Sheets * 5
Sections)
$0.36
Ink
$15 / 75 Sheets
$0.20
Total Material Cost Per Unit $0.56
Total Other Variable Costs Per Unit (shipping, $0.61
commission, packaging)
Cost of Sales Per Unit (labor +material+vc) $ 1.73
10
Economics of 1 Unit
Definition of One Unit
5 Tattoos
Selling Price per Unit
$ 5.00
$ 0.56
$ 0.56
$ 1.12
Direct Labor per Unit
Materials per Unit
Total COGS per Unit
Total Other Variable Costs per Unit
(outgoing shipping, packaging, commissions)
Total Cost of Sales
Contribution Margin
$ 0.61
$ 1.73
$ 3.27
11
Average Monthly Fixed Costs
Type of Fixed Cost
Entrepreneurial Stipend
Monthly Cost
$ 1023.00
[ (4 x 31 Hours) X $8.25]
Insurance
$ 150.00
Salaries of Employees
$ 0.00
Advertising
$ 160.00
Interest
$ 0.00
Depreciation
$ 77.50
Utilities
$ 0.00
Rent
$ 0.00
Other Fixed Costs (Website)
$ 6.00
Total Monthly Fixed Costs
$ 1416.50
12
Time Management Plan
Business Schedule for a Typical Week
Free time
(including
sleep)
72 Hours
School
65
Hours
Business
31 Hours
13
Units Sold
Monthly Sales Projections
2000
1800
1600
1400
1200
1000
800
600
400
200
0
Break-Even
Units
410
Total Units
9640
Jan
Feb
Mar
Apr
May
June
July
Aug
Sept
Oct
Nov
Dec
Full Capacity
1860
14
Projected Yearly Income Statement
Selling Price Per Unit
# of Units Sold
Total Sales
$5.00
9,640
$48,200
Total COGS
$10,796.80
Other Variable Costs
$5,880.40
Total Variable Costs
$16,677.20
Gross Profit
$31,522.80
Yearly Fixed Costs
$16,998
Other Costs/Unforeseen
$1,000
Total Fixed Costs
$17,998
Profit before Taxes
$13.524.80
Less Estimated Taxes @25%
$3381.20
Net Profit
$10,143.60
15
Start-up Investment
Item
Where I will buy this?
Cost of Item
Waterslide Tattoo Paper (500)
Ohden Limited
$ 900.00
HP Officejet J3680 Color Printer
Newegg.com
$ 59.99
Inkjet Ink Cartridges
Newegg.com
$45.00
First Class Stamps
Post Office
$ 220.00
Business License
NY State Government
$225.00
Website Development
Web Developer
$300.00
Web Domain
GoDaddy.com
$ 10.69
CASH RESERVE covering 3 months of fixed expenses
$ 4,249.50
Estimated TOTAL START-UP INVESTMENT
$ 6010.18
23 Hours
x
$8.25
=
$189.75
16
Return
…on Investment
Annual Net Profit
$10,143.60
=
Start-Up Inv.
$6,199.93
…on Sales
Annual Net Profit
$1.63
21%
$10,143.60
=
Total Sales
163%
$0.21
$48,200.00
17
Financing Strategy
for Total Start-up Investment
Source
Amount
Debt
Equity
Gift
Personal Savings
$2,000
Yes
Relatives/Friends
$3,000
Yes
NFTE Grants
$2,000
Yes
Total: $ 7,000
18
Business Responsibility Plan
Philanthropic Strategy Plan

I plan to volunteer my time at a local chapter of
the National Center for Missing & Exploited
Children.

The TattooID website will serve as a community
to share information, resources, and safety tips
concerning child safety among parents.
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Business & Educational Goals
Long Term
Short Term
Business

Fully developed website with
easy payment and
customization system.

Produce temporary tattoos
that are waterproof.
•
Expand printing by
purchasing factory space.
•
Contracts with Disney,
Universal, Six Flags, and
Sesame Place to make
TattooID available on-site at
their theme parks.
Personal

Become acquainted with the
National Center for Missing
& Exploited Children to
better understand
procedures surrounding lost
children.

Attend a 4 year college to
major in Nursing.

Nursing provides another
opportunity to provide care
20
Thank you for your consideration
Thank you for your consideration of
www.thetattooid.com
Secure Your Child.
Reassure Your Mind.
Secure Your Child.
Reassure Your Mind.
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