1. Created by BM|DESIGN|ER Theodor default Theodor

2. Created by BM|DESIGN|ER PARTNERS Shopify Shipwire VALUE PROPOSITION THEODOR is the ultimate premium tea experience. Delight to the senses: Astounding packaging to the eyes, unique aroma to the nose, perfect flavour to the mouth, charming insolence to the ears CUSTOMERS Educated socially active, affluent, urban women 21-40 Premium outlets (retail and on-premise) KEY ACTIVITIES Build insolent brand personality through social media channels Select tea offering for US Pop-up tea times in unexpected/insolent places Outreach to insolent bloggers and personalities Media outreach Visibility in key retail/on-trade outlets Search Engine Optimization Brand advocates insolent program tea cocktail drive Involvement in Women think tanks and associations Involvement in tea industry and bartender events Involvement in cultural events Tea education Blog Tutorial videos RELATIONSHIPS Delightful online shopping experience from online browsing to post-purchase Insolent take on teas (e.g. new cocktails, flavors, rituals) KEY RESOURCES THEODOR's quality Guillaume's tea expertise Promotional brand items Communication elements (pictures, brochures, etc) Different tea selection Network in the USA and Canada Experience building premium brands PR/media and digital marketing expertise DISTRIBUTION & ACQUISITION CHANNELS Online store Premium outlets (retail and restaurants) Google, FB, Twitter ads Direct promotion Social Media channels Events SEO Newsletters Blog Tradeshows COST STRUCTURE Theodor tea Design elements Video production Copywriter/translation Photographer Web development (templates) Payment system Shipwire Shopify REVENUE STREAMS / PRICING Highest price point in category, premium to Kusmi Online direct sales Wholesale sales Tea accessories Tea monthly subscription program

3. Created by BM|DESIGN|ER PARTNERS Shopify Shipwire VALUE PROPOSITION THEODOR is the ultimate premium tea experience. Delight to the senses: Astounding packaging to the eyes, unique aroma to the nose, perfect flavour to the mouth, charming insolence to the ears CUSTOMERS Educated socially active, affluent, urban women 21-40 Premium outlets (retail and on-premise) KEY ACTIVITIES Build insolent brand personality through social media channels Select tea offering for US Pop-up tea times in unexpected/insolent places Outreach to insolent bloggers and personalities Media outreach Visibility in key retail/on-trade outlets Search Engine Optimization Brand advocates insolent program tea cocktail drive Involvement in Women think tanks and associations Involvement in tea industry and bartender events Involvement in cultural events Tea education Blog Tutorial videos RELATIONSHIPS Delightful online shopping experience from online browsing to post-purchase Insolent take on teas (e.g. new cocktails, flavors, rituals) KEY RESOURCES THEODOR's quality Guillaume's tea expertise Promotional brand items Communication elements (pictures, brochures, etc) Different tea selection Network in the USA and Canada Experience building premium brands PR/media and digital marketing expertise DISTRIBUTION & ACQUISITION CHANNELS Online store Premium outlets (retail and restaurants) Google, FB, Twitter ads Direct promotion Social Media channels Events SEO Newsletters Blog Tradeshows COST STRUCTURE Theodor tea Design elements Video production Copywriter/translation Photographer Web development (templates) Payment system Shipwire Shopify REVENUE STREAMS / PRICING Highest price point in category, premium to Kusmi Online direct sales Wholesale sales Tea accessories Tea monthly subscription program

4. Created by BM|DESIGN|ER PARTNERSVALUE PROPOSITIONCUSTOMERS KEY ACTIVITIES Build insolent brand personality through social media channels Tea education Blog Tutorial videos RELATIONSHIPS KEY RESOURCES THEODOR's quality Guillaume's tea expertise Promotional brand items Communication elements (pictures, brochures, etc) Different tea selection DISTRIBUTION & ACQUISITION CHANNELS Blog COST STRUCTURE Theodor tea Design elements Video production Copywriter/translation Photographer REVENUE STREAMS / PRICING Tea accessories