1. Hair Shirts, Ltd.
A subsidiary of Pain & Suffering, LLI
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2. The Need
 Driven by …
 Human nature and human desire
 Avoid blame …
 Blame others / Invoke higher power
 Inflict pain …
 On one’s self / Others
 It’s all about sharing
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3. The Market For Sharing
 Large market
 Pet food > $2B/year
 Gift market > $10B/year
 Political lobbying > $50B/year
 Pork barrel legislation > $500B/year
 Market growth indicators
 S&M websites
 Cost of divorces
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4. Initial Product: Hair Shirts
 Environmentally friendly
 Can be offshored
 Manufactured or sold
 Low cost of goods
 Raw materials
 Useful but always annoying
 Lots in common with software
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5. The Process
 Single process
 Manufacturing
 Marketing
 Fund raising
 Economies of scale
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6. Market Segmentation
Blame The Devil Blame Others
(Future Market) (Mainstream)
Blame Self
(Beachhead)
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7. Blame Self or Dear One
Blame Sensitivity Curve
Blame
Demand
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8. Blame Others
Minor Blame
Flexible Blame
Mainstream Market
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9. Blame Others
Partial Blame Fashionable Blame
Mainstream Market
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10. Blame Others
Dieters Allergic to Cats Shirt-Bag Combination
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11. Really Blame Others
Significant Blame – Specialty Item
Democratic Model Republican Model
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12. Financing Requirements
 $200K test marketing
 $2.5 M Logo design
 $10 M Launch Promotion
 $15 M Salaries and audit fees
 $ 5 M Shareholder suit defense fund
 … plus travel, tolls, parking
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13. Revenue Forecast
New plan
A lot more
Plan B
More
A little
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14. Part of a Product Line
 Hair Shirts
 Hairy Shorts
 Hairy Krishna
 Hot Hair
 Hot Shorts
 Hot Shots
 Holy Shirts
 Holy Shit
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15. Exit Strategy
 Sale
 Lease
 Rental
 By air
 By car
 By foot
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16. Hair Shirts
 An idea whose time has come
There’s enough blame to go around…
If you care enough to give a shirt,
Give a hair shirt!
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