Executive Summary

“The GENTLEMAN”
Making Man’s Life Easy

INTRODUCTION

“The GENTLEMAN” is a startup focusing on men grooming segment of the market by developing products
that cater to the problem faced by men as their age increases. It aims at filing the gap by providing a product
line.

PROBLEM/OPPORTUNITY

The problem is the unaddressed issues of men aging. As their age increases issues like dark spots, wrinkles and
fine lines stay unaddressed. There is variety of products serving the women market but not many such products
have been developed for men.

SOLUTION/PRODUCT

The solution is coming up with arrange of multi-purpose products i.e. products that serve multiple purposes
making life of men easier. These products are made to make their life easier by resolving multiple issues at
once. The product range includes
1.Shaving cream with anti-aging herbs
2.Sunscreen Cream with anti-aging and moisturizing ingredients.
3.Moisturising Cream with dark spot concealer.

TARGET SEGMENT

Target segment for my product is the men in the age bracket of 30-50. The target audience is currently being
served for solutions only in terms of Beards and fine shaving products. There has not been focus on providing
solution to ageing. The target audience has a want to look their best and by delaying the ageing process and in
some cases reversing it would help them satisfy this want. The aim to keep to make result oriented products
that solve multiple problem at once. This is being done keeping in mind that men in this age bracket won’t be
willing to spend lot of time on their grooming and would want faster results.

As the brand will grow by satisfying their need the focus would be to acquire the market of men in younger age
bracket by making additions in product range for them. This will help business grow over a period of time.

TRENDS IN THE MARKET

The market for men’s grooming products has been growing rapidly in the last five years and is expected to
grow at a CAGR of 22% by 2020. This growth is mainly due to the rising need to look well groomed,
increasing per capita income, and rapid urbanization.
The demand for men's grooming market has seen a rise in the last few years because of increased
consciousness of their looks among the male customers. Growth is largely driven by product innovation, an
expanding middle class and an increasing interest in personal appearance, boosted by endorsements by
celebrities and sports stars. And when it comes to specific areas of opportunity, the male grooming products
market continues to drive expansion in the wider global cosmetics market. All these trends prove that the
market will be growing at a tremendous rate in the coming years thus creating opportunities for new players
to enter the market

BUSINESS MODEL

“The GENTLEMAN” will be a brand that first focus on building high quality product by a unique
formulation and enter into a contract with the manufacturer who will produce it exclusively for our brand.
The products will be sold initially by online platforms and websites. This include online platforms like
Nykka, Amazon, Flipkart etc.
As we are able to penetrate the market the aim is to add product line of high quality razors and blades and
herbal shaving cream. This can be bought on a subscription basis. Thus, building a loyal customer base and
building the brand over time.

COMPETITION

Competitors in this segment include big brands like Nivea, Emami, The Ustraa, Bombay Shaving Company,
Beardo etc. All these brands product line exclusively for men. The packaging, branding, marketing everything
is done keeping in mind the image of a man,

EXECUTION PLAN/GO TO MARKET STRATEGY

Initial focus is on formulating high quality products that will be effective and will lead to immediate results.
This is being done to develop brand credibility. Once the products have been made focus would be on
marketing the products as the one that address the issues of man aging. This is being done keeping in mind
that no existing player is targeting on this issue thus it will attract attention of men in their 30s and 40s.
Promotion involves making online and offline promotions through all possible means.
Once there is enough brand credibility the focus would be to expand the product line by adding fine quality
razor and blades, herbal shaving creams and organic beard oils. The focus would be to move towards a
subscription based model.