Essentials

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

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

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

Company History Opportunity Marketing Plan Financials Product Benefit Financial Request 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. Tooth Decay You DON’T Want…You DO Want… A Healthy Smile Source:

Company History Opportunity Marketing Plan Financials Product Benefit Financial Request 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. Source:

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

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

Company History Opportunity Marketing Plan Financials Product Benefit Financial Request 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 The flosser has a disposable snap- on head. Makes flossing easier! The brush has polishing pads to help clean & brighten your teeth. Source:

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

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

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

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

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

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

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

Company History Opportunity Marketing Plan Financials Product Benefit Financial Request The Advertising Strategy  Print Campaign in major magazines directed towards our target market.  Females age  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 Website

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

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

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

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

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

Company History Opportunity Marketing Plan Financials Product Benefit Financial Request Why Choose Our Product? Convenience

Company History Opportunity Marketing Plan Financials Product Benefit Financial Request Summary of Marketing Story  Market Offering  Target Market: Females  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 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 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 Expenses 58% 4% 32%.4% 5%.1%.2%.8%

Company History Opportunity Marketing Plan Financials Product Benefit Financial Request Income Statement

Company History Opportunity Marketing Plan Financials Product Benefit Financial Request Financial Highlights Sales Net Income % 2006% ,976,0005,396,0006,532, %21.05% 144, ,458990, %221.12% $

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

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