Marianna Naturals positions itself as a high-growth lifestyle brand operating in the skincare and CBD beverage sectors. The deck emphasizes 'social proof' through a heavy reliance on celebrity testimonials from reality TV stars and broadcast highlights from major networks like MTV and Bravo. Structurally, the company acts as a federal corporation owning two subsidiaries: Beauty Kitchen and Clique. The financial projections are ambitious, forecasting a jump from $6.5 million in Year 1 to over $27 million by Year 3, driven by a significant investment in influencer marketing and advertising. Whi…
Key takeaways
- The company operates as a federal corporation with two 100% owned subsidiaries: Beauty Kitchen and Clique (Slide 3).
- Marianna Naturals utilizes a 'Power-Middle' influencer strategy, targeting creators with 10,000 to 250,000 followers for higher engagement (Slide 6).
- The deck claims significant broadcast exposure on networks including MTV, Bravo, and Oxygen, reaching millions of viewers (Slide 7).
- Financial projections estimate Year 1 gross revenue at $6,506,724, scaling to $27,198,564 by Year 3 (Slide 8).
- The business model relies heavily on marketing, with Year 3 advertising and influencer costs projected at over $8.5 million combined (Slide 8).
- Product validation is provided through testimonials from reality TV personalities like Brandi Glanville and Lou Ferrigno (Slides 2, 5).
- The Clique brand is a CBD-infused sparkling beverage containing 10mg of CBD, vitamins, B5, and collagen (Slide 4).
- Regulatory compliance is managed by advisors with extensive backgrounds in pharmaceutical and nutraceutical industries (Slide 9).
Executive Summary and Brand Identity
Slide 1: Title Slide
The cover slide introduces Marianna Naturals with the tagline "Simple, Uncomplicated Ingredients." The visual identity is high-fashion, featuring a close-up of a woman with vibrant makeup and peacock feathers. A ticker at the bottom lists media outlets including Benzinga, Forbes, E! Online, The Source, Today, Financial Post, and Markets Insider under the heading "In the news." The slide is dated January 2021 and includes the corporate website URL.
Slide 2: Celebrity Validation
This slide features a photograph of actor Lou Ferrigno (identified as "AKA The Hulk") at the Emmy Awards holding a Beauty Kitchen by Heather Marianna gift box. This serves as immediate social proof, associating the brand with high-profile Hollywood events and recognizable celebrities. The presence of other brands like "My Hero" and "HoriZen" in the background suggests a gifting suite environment.
Corporate Structure and Product Lines
Slide 3: Operating Divisions Chart
This slide clarifies the corporate hierarchy. Marianna Naturals Corp. is identified as a "Federal Corporation." It sits at the center of a diagram showing two 100% owned subsidiaries: Beauty Kitchen and Clique . This structure indicates a diversified approach, separating the skincare/beauty business from the beverage line.
Slide 4: Clique CBD-Infused Sparkling Beverages
Slide 4 focuses on the Clique brand. The product is described as a "CBD-Infused Sparkling Beverage" containing "Vitamins + B5 + Collagen." The bottle shown contains 10mg of CBD per 355ml. The slide lists flavors as "Lemon & Lemon-Lime" and uses the keywords "Renew + Revive + Recover." A quote at the bottom from John Campbell, Chief Strategic Officer at Bevcanna, confirms a partnership where Bevcanna serves as the exclusive Canadian manufacturing and distribution partner. A disclaimer notes that the bottle image is a visual rendering and the final product may differ.
Marketing Strategy and Social Proof
Slide 5: Product Testimonials
This slide compiles testimonials from various reality TV personalities and media figures. Quotes are attributed to Sarah Boyd (Forbes), Brandi Glanville (Real Housewives of Beverly Hills), Angel Brinks (Basketball Wives LA), Jen Harley (Jersey Shore), Janelle Evans (Teen Mom OG), and Hazel-E (Love and Hip Hop Hollywood). The focus here is entirely on lifestyle validation and the "cult following" aspect of the beauty products.
Slide 6: Engaging with Power-Middle Influencers
The company defines "Power-Middle Influencers" as individuals with 10,000 to 250,000 followers. The slide argues that these influencers are more trusted, have niche communities, are 7 times more cost-efficient than celebrities, and see 60% higher engagement. Four specific influencers are pictured: @Organicbunny (129K), @Britaniefaith (57.8K), @thegreenproductjunkie (24.5K), and @Barebeautyblog (35.7K). This slide demonstrates a tactical understanding of modern digital marketing beyond just top-tier celebrity endorsements.
Slide 7: Broadcast Highlights
This slide showcases the brand's reach through national television. It lists appearances or product placements on MTV's "Teen Mom OG" (1.85M viewers), Bravo's "Real Housewives of Beverly Hills" (1.6M viewers), "OK! TV Awards Special" (400k viewers), Oxygen's "My Shopping Addiction" (700k viewers), Bravo's "Vanderpump Rules" (1.3M viewers), and "CW6 Good Morning" San Diego. This slide quantifies the brand's exposure, totaling millions of potential impressions through traditional media.
Financials and Compliance
Slide 8: Three-Year Projections
This is the most data-dense slide in the deck, providing a detailed P&L forecast. Key figures include:
Year 1: $6,506,724 Revenue; $1,328,894 EBITDA (20.42%) · Year 2: $15,102,793 Revenue; $4,402,910 EBITDA (29.15%) · Year 3: $27,198,564 Revenue; $9,009,724 EBITDA (33.13%)
The slide also breaks down expenses, showing that "Advertising & Marketing" and "Influencer Earnings" are the largest cost drivers, reaching a combined $8.56 million by Year 3. Personnel count is projected to grow from 26 to 73 over the same period.
Slide 9: Regulatory Compliance
To mitigate risks associated with CBD and skincare, the company highlights its advisory team. Dr. Martin Wang is listed as VP of Regulatory Affairs, with a PhD and 20 years of experience in phytopharmaceuticals and FDA/NHP compliance. James Cao is listed as an advisor with an MSc, MBA, and CFA, bringing 20 years of experience in the nutraceutical industry. This slide is intended to provide institutional confidence in the company's ability to navigate complex legal landscapes.
What Works and What Is Missing
What Works
The deck is highly effective at demonstrating brand traction and social proof . By showcasing specific influencers and national TV placements, the founders prove they know how to generate attention in a crowded market. The clear corporate structure on Slide 3 is also a strength, as it explains how the different brands relate to the parent company. Furthermore, the detailed expense breakdown on Slide 8 shows a realistic understanding of the costs required to scale a consumer packaged goods (CPG) brand, particularly the high cost of customer acquisition through marketing.
What Is Missing
The most significant omission in the provided slides is the current financial state . The projections start at "Year 1," but it is unclear if this refers to the first year of the raise or the company's historical first year. There are no slides showing trailing twelve months (TTM) revenue or actual sales data to validate the starting point of the $6.5M projection. Additionally, there is no specific 'Ask' slide detailing how much capital is being raised, at what valuation, or the specific milestones that the investment will unlock. The deck also lacks a competitor analysis , which is crucial in the highly saturated CBD and natural skincare markets.
Founder Takeaways
Founders in the CPG space should take note of the influencer segmentation on Slide 6. Rather than just chasing the biggest names, Marianna Naturals justifies their focus on mid-tier influencers with specific engagement and cost-efficiency metrics. This is a sophisticated way to present a marketing budget to investors. However, founders should ensure they balance "glamour" slides (celebrity photos) with hard operational data . While Lou Ferrigno and the Real Housewives provide color, investors ultimately need to see unit economics, churn rates, and a clear path to the projected $27M revenue that isn't just based on "more advertising."
Frequently asked questions
- What are the primary brands under Marianna Naturals?
- According to Slide 3, Marianna Naturals Corp. is a federal corporation that 100% owns two distinct operating divisions: Beauty Kitchen and Clique. Beauty Kitchen focuses on natural skincare products, while Clique is a brand of CBD-infused sparkling beverages featuring vitamins and collagen.
- How does the company plan to market its products?
- The company employs a multi-pronged marketing strategy. Slide 6 highlights their focus on 'Power-Middle' influencers (10k-250k followers), claiming they are 7 times more cost-efficient than top-tier celebrities. Additionally, Slide 7 showcases extensive broadcast integrations on reality TV shows like 'Real Housewives of Beverly Hills' and 'Vanderpump Rules' to drive brand awareness.
- What are the projected financial outcomes for the company?
- Slide 8 outlines a three-year financial forecast. It projects Year 1 revenue of $6,506,724 with an EBITDA of $1,328,894 (20.42%). By Year 3, the company expects to reach $27,198,564 in gross revenue with an EBITDA of $9,009,724, representing a 33.13% margin.
- Who is providing regulatory oversight for the company?
- Slide 9 lists two key advisors for regulatory compliance: Dr. Martin Wang, who has 20 years of experience in phytopharmaceuticals and US FDA/Canada NHP licensing, and James Cao, an MBA and CFA with 20 years of experience in the nutraceutical industry.
- Does the deck specify how the investment funds will be used?
- The provided slides do not include a specific 'Use of Funds' or 'The Ask' slide. While Slide 8 details projected operating expenses—showing heavy spend on advertising, marketing, and influencer earnings—it does not explicitly state the amount of capital being raised or the specific milestones that capital will fund.
