Forums: Discussions for entrepreneurs and small business.

I would be seeking around $300,000.  This is the summary I will present to investors.

Executive Summary

Ayurveda, the science of longevity used in India for thousands of years, aims at promoting the concept of positive health, natural beauty and long life.  These ayurvedic ingredients have been formulated into an array of herbal products and utilized in the development of ancient beauty enhancing beauty cosmetics for cosmetics, hair care and henna products.

Using ayurvedic herbs, essential oils of minerals, natural occurring minerals, vegetables and food extracts these time-tested beauty recipes along with state of the art technology, a team of professionals under strict hygiene conditions has created the Ayrveda Deams line.  The brand, which will be patented for Caterina Fashions & Beauty Incorporated, of personal care products is a beautiful harmony between nature and ultramodern beauty care techniques.  These innovative products will the user’s skin to its own perfect balance and allow them to unmask their true natural beauty.  The Ayurveda Dreams line will initially consist of four anti-wrinkle products, 4 anti acne products, 3 anti-cellulite products, three anti-hair loss products and three gold products.  These will be presented as kits.

Katherine Appello, founder, is dedicated to bringing the Ayurveda Dreams line to its fullest potential.  Her plan starts with educating the consumer on ayurvedic ingredients, age old time tested beauty recipes and Ayurveda Dreams.  Ms. Appello will introduce Ayurveda Dreams to the public via a 30 minute DRTV infomercial.

Television is the most powerful medium in the history of communications.  With incredible potential to reach millions of viewers, direct response TV can take new products… directly into the consumer’s home.

 Using Television as the door to success, Caterina Fashions & Beauty Inc’s strategy and goal is to introduce Ayurveda Dreams to the American Public with an infomercial.  This will provide several benefits; to educate the consumer on the product, start to brand Ayurveda Dreams as a leader in the skin care industry, and to provide a quick return on investment.  Once a broad rollout on American DRTV has been established, additional channels of distribution will be added.

Infomercials are used by Fortune 500 companies, as well as start ups.  While an increasing number of infomercials are being produced or tested, as few as one in ten make it past the testing phase.  Most new projects do not have well crafted offers or back up marketing strategies.

1888-326.DRTV                                                                                www.infoworx.com

Katherine,

Bravo to you for bravery.  It takes a lot to put yourself (and your passion) out into the public.

While I am not an investor nor do I raise capital for others (for several reasons) - if you send me a private message with you email address, I will give you some feedback and input.

All the best,

Robert Johnson

Thank You.

Katherine-

First let me say that your product looks great. I believe you could be very successful with this venture and I wish you the best of luck. I don`t feel your executive summary does you or your product justice. 

This executive summary is not worded well. It doesn`t read easily. There is nothing drawing the reader in.

The executive summary is a synopsis of the entire business plan. It is critical that this summary be carefully crafted and compelling. When I read this executive summary I perceive the writer`s apprehension. It is not compelling, it is as if the writer isn`t confident of the product themselves. There are many run on sentences and other grammatical errors. It isn`t sufficiently polished or professional to bring in the level of capital you are looking for - $300,000.00.

You need to talk about your market and the demand for these products by citing some resources as I have pasted below. You should not site the success of the informercial marketing as the reason your product will sell. Your last three paragraphs focus on informercials or DRTV more than on your product.  Your last paragraph about  one in ten products not making it past the testing phase should not be there at all.  I think that most investors are knowledgeable about the impact of  DRTV marketing. You could use that space more effectively to promote your product and build confidence in the potential investor.

You need to demonstrate to your potential investor that there is a demand and a market for your product. It is very effective if you can show that your market is increasing thereby forecasting increasing sales and success for your business. If you have done the market research use it to sell your business idea.   

Here is an example:

Skin care and cosmetics, naturally! The global market for natural cosmetics is forecast to grow 9% annually through 2008, when it will reach $5.8 billion. To meet growing demands for effective naturals, companies are peeking in at all points of the globe to source ingredients.(GLOBAL report: natural products)(Industry overview). Nancy Jeffries. 
        Global Cosmetic Industry 174.10 (Oct 2006): p31(4). From InfoTrac Small Business Collection. 

After reading your executive summary I found this during a quick 5 minute search of my local business research library`s Thomson Gale data base and there were many, many more research articles referring to the cosmetic industry. Citing just a few statistics can help to reassure your investor of the predictability of your success. 

I wish you the best of luck Katherine and I hope my response may be of some help to you.  I will be watching for your informercial!  Very exciting. It sounds like you have put a great deal of work into developing your products and I hope you realize your dreams. 

Aloha -Peggy