BLENDED. is a German startup aiming to capture the growing demand for sustainable, gender-neutral cosmetics through an influencer-driven retail platform. The deck highlights a Total Available Market (TAM) of 5.11 Billion EUR in Germany and a Serviceable Available Market (SAM) of 378 Million EUR. Their strategy centers on 'content, diversity, and movement,' utilizing a database of 26 influencers to drive traffic. With 30,000 website visits recorded within four weeks of a pre-launch phase, the company sought a 330,000 Euro seed investment to fund a full webshop launch in November 2020. While th…
Key takeaways
- The company identifies as Germany’s first interactive cosmetics retailer for a gender-neutral demographic (Slide 1).
- The revenue model is split between a 15% margin on product sales and an additional 15% from advertising and content production for brands (Slide 6).
- The Total Available Market for decorative cosmetics and skincare in Germany was cited at 5.11 Billion EUR for 2019 (Slide 4).
- Early traction is demonstrated by 30,000 website visits within the first four weeks after an initial launch (Slide 7).
- The startup leverages a 'hand-picked' database of 26 influencers to represent the brand and create authentic content (Slide 5, Slide 8).
- The funding ask is 330,000 Euros for a first seed investment to reach a projected first-year revenue of 1,500,000 Euros (Slide 9).
- The roadmap includes a webshop launch scheduled for November 2020 and a full marketing strategy implementation in January 2021 (Slide 9).
- Sustainability is a core pillar, with a commitment to only natural, organic, vegan, and animal cruelty-free products (Slide 2).
Executive Summary: The Gender-Neutral Beauty Play
BLENDED. enters the market at a time when the beauty industry is undergoing a significant shift toward inclusivity and sustainability. By positioning itself as Germany's first interactive retailer specifically for a gender-neutral demographic, the company attempts to bridge the gap between traditional retail and the modern, socially conscious consumer. The deck, dated around 2020, leans heavily into the 'why now' by citing global movements like LGBTQ+ Pride and Black Lives Matter as cultural tailwinds for their business model.
Slide 1: Title and Positioning
The cover slide introduces the founders, Surjya Chakraborty and Nicola Crusius, and establishes the company's identity: "Germany’s first interactive cosmetics retailer for a more gender neutral demographic." The aesthetic is modern, using a gradient that suggests the 'blending' of traditional gender norms. It immediately identifies the target geography (Germany) and the specific niche (gender-neutral cosmetics).
Slide 2: The Solution
The solution is presented as a three-pronged approach: Gender Fluidity , Sustainability , and Content . The slide includes a mobile mockup of the platform, showing a "Foundation 02" product priced at 24,99€. Key features mentioned include:
Opening doors to male and LGBTQ+ beauty. · Exclusively sustainable, organic, and vegan products. · Extensive influencer-led content providing tips for each product.
Slide 3: Timing and Cultural Context
Under the heading "Timing," the deck addresses the "Why Now?" question. It links the business to global sustainability trends and social justice movements. The text explicitly mentions LGBTQ+ Pride and Black Lives Matter, stating that BLENDED. is a "movement" with the slogan "BE DIFFERENT, BE REBELLIOUS, BE WHO YOU ARE!" This slide aims to convince investors that the market is culturally ready for a dedicated gender-neutral platform.
Slide 4: Market Size (TAM/SAM)
This slide provides hard figures for the German market in 2019. Total Available Market (TAM): 5.11 Billion EUR. Serviceable Available Market (SAM): 378 Million EUR.The founders note that the SAM was calculated by multiplying potential customers by average annual cosmetic spending. While the TAM is large, the SAM calculation is relatively conservative, suggesting a focused entry strategy.
Slide 5: Competitive Advantage
Content: Informational content for consumers. · Diversity: A platform "for the races" and all identities. · Our Movement: Positioning the brand as "freedom through makeup." · Influencer Database: Hand-picked influencers providing authentic content.
The emphasis here is on the 'interactive' nature of the retail experience, moving beyond a simple e-commerce storefront to a content-driven community.
Slide 6: Revenue Model
The revenue model is transparent but raises questions about long-term profitability. The deck states:
15% Margin on each product sold. · 15% Additional Revenue through advertising and content production for brands.
A donut chart shows that 70% of the transaction value goes to the brands, while the remaining 30% is split between the retailer's margin and advertising fees. In the low-margin world of retail, a 15% product margin is lean, placing significant pressure on the "advertising and content" stream to bolster the bottom line.
Slide 7 & 8: Traction and Achievement
These two slides use large-format typography to highlight early wins:
30,000 Website Visits in the first 4 weeks after a soft launch (Slide 7). · 26 Influencers currently promoting the brand (Slide 8).
This data suggests strong initial interest and a functioning top-of-funnel strategy, though it does not provide conversion rates or sales data from these visits.
Slide 9: Future Roadmap and The Ask
The final slide in this set outlines the path forward and the funding requirement. The company is seeking a first seed investment of 330,000 Euros . The roadmap includes:
Incorporate: Current 2020. · Portfolio Expansion: Through November 2020. · Webshop Launch: November 2020. · Marketing Strategy: January 2021.
The founders project a revenue of 1,500,000 Euros in their first year following the investment. This is an ambitious target given the 330k Euro ask, implying a high capital efficiency or a very high viral coefficient from their influencer network.
What Works in This Deck
The deck is visually cohesive and does an excellent job of defining a specific, underserved niche in the German market. By focusing on "interactive" retail and "content," the founders address a common pain point in e-commerce: the lack of personalized guidance. The inclusion of specific TAM/SAM figures for Germany shows a level of market research that many early-stage decks lack. Furthermore, the early traction of 30,000 visits provides a "proof of concept" for their marketing approach.
What is Missing
The most significant omission in this 9-slide set is the Team Slide . While the founders' names appear on the cover, their backgrounds, expertise, and previous successes are not detailed. Additionally, there is no mention of Unit Economics beyond the gross margin. Investors would want to see the Customer Acquisition Cost (CAC) and Lifetime Value (LTV) projections, especially since the 15% product margin is quite thin for a startup that needs to fund its own growth. There is also no Competitor Analysis slide; while they claim to be the "first," they are competing for wallet share with established giants like Douglas or Sephora, who are also moving into the gender-neutral and sustainable space.
Founder's Playbook: What to Copy
Founders should look at Slide 6 (Revenue Model) as a good example of how to visualize a multi-stream income approach, even if the margins are tight. The use of large, bold numbers for traction (Slides 7 and 8) is also a highly effective way to grab an investor's attention during a quick flip-through. Finally, the clear link between the "Ask" (330k Euro) and the "Projected Outcome" (1.5M Euro revenue) on the final slide provides a clear 'if-then' proposition that helps investors understand the potential ROI.
Frequently asked questions
- What is the primary value proposition of BLENDED.?
- BLENDED. focuses on three pillars: gender fluidity, sustainability, and influencer-led content. It aims to provide a 'gender neutral environment' for male and LGBTQ+ beauty consumers in Germany, exclusively selling sustainable products (vegan, organic, cruelty-free) while using influencer videos to provide product information and tips.
- How does the company plan to generate revenue?
- The revenue model is dual-stream. First, they earn a 15% margin on every cosmetic product sold through their platform. Second, they generate approximately 15% in additional revenue through advertising services and content production for the brands they carry, leveraging their influencer network.
- What market data does the deck provide for the German beauty sector?
- The deck cites a 2019 TAM of 5.11 Billion EUR for decorative cosmetics and skincare in Germany. They calculate their SAM at 378 Million EUR, based on the number of potential customers multiplied by the average annual spending on cosmetics.
- What is the specific funding request and its intended purpose?
- The founders are seeking a seed investment of 330,000 Euros. According to the roadmap, this capital is intended to support the legal incorporation of the entity, the expansion of their brand portfolio, the launch of their webshop in November 2020, and the execution of their 2021 marketing strategy.
- What early traction has the company achieved?
- Before their full webshop launch, BLENDED. reported 30,000 website visits within a four-week period. They also successfully onboarded 26 influencers to promote the brand and contribute to their content database, which serves as their primary competitive advantage.
