1. Disrupting
the fashion
retail
business
MAY
2016
THE
MISSING
PIECE

2. On one hand, the women's
clothing online retail market
in the UK was growing.
On the other, customers were
becoming more and more
sophisticated. They wanted to shop
wisely and maximize their current
wardrobe.
While most of our competitors
focused on convincing customers to
shop more, we created our StyleX
Platform to inspire them to find that
MISSING PIECE to perfectly
complement their current look.
SUMMARY

3. Market
opportunity:
Online clothing market is worth
£10bn, with 79% growth expected
in the next 5 years.
Verdict Retail, 2015
1)
SOPHISTICATED SHOPPING:
• Capsule wardrobe
• Reuse and recycle vs. throwing away
70% of consumers want more
PERSONALIZED SHOPPING
experiences
(AgileOne 2014)
2)
3)

4. Style
Seekers
Women (18-30, medium
income):
ü Followers of fashion blogs
and Instagram feeds.
ü Social Shoppers: they trust
influencers and their peers
for inspiration and know-
how
CUSTOMER PROFILES
15% of young
women ages 15-25
strongly agree that
they “spend time to
keep up with the
latest fashion trends,”
or that “wearing the
latest clothing is
very important”.
(Waipoint Partners on
Millenials, 2015)

5. Reformed
Shopaholics
Women (20-35, mid to high
income), refined personal
style:
ü starting to apply rules to
their shopping habits
ü thinking of ways to
organize their closet
ü keeping only the things
they’d actually wear
CUSTOMER PROFILES
Consumers
aren't spending
big budgets on
clothes anymore,
buying instead
big-ticket items,
like cars, boats,
and swimming
pools.
(Thomas Reuters,
2016)

6. Our VP:
THE MISSING
PIECE
Get inspired by style experts in
finding that missing item to
perfectly complement your
current look and make the best
with what you have,
using our revolutionary StyleX
Technology.
Attract
bloggers as
the experts by
enabling them
to monetize
their passion
for fashion.

7. 1. COMPLETE PROFILE (OPTIONAL) +
2. UPLOAD PHOTO OF WARDROBE
ITEMS OR BROWSE BY KEYWORD
USER EXPERIENCE
3. RECEIVE MATCHING LOOKS FROM
THE STYLE EXPERT, DEPENDING ON THE
CHECKED CRITERIA: OCCASION,
WEATHER.
4. REVIEW PRODUCT, COMMENTS &
SHARES
5. CLICK TO BUY THE MISSING PIECE
6. RECEIVE ITEM
INPUTOUTPUTORDER
Benefits:
ü Personalized inspiration
ü Save money & time
Features:
ü Personalized content
based on user data and
other variables
ü Image recognition (of
user photos)
ü Machine learning
ü Simple click to buy

8. STRENGTHS WEAKNESSES
OPPORTUNITIES THREATS
• COMMUNITY OF EXPERTS
• PERSONALIZED EXPERIENCE, due to data
learning from their own clothes, location &
weather.
• Relevant to ALL PRICE POINTS
• FREE TO USE & ACCESSIBLE TO ALL
• SOCIAL elements
• IMAGE RECOGNITION technology
• Move into MASS MARKET & luxury.
• IN THE MOMENT solution
• SOCIAL: maximizing social shopping
• COST-SAVING: help people make the
most of what they have.
• COMPETITORS only enable customers to
SHOP MORE
• No user base to start with.
• UNKNOWN brand
• DEPENDANT on third parties
(bloggers, retail partners)
COMPETITIVE ADVANTAGE: First to market with a service that recommends a MISSING PIECE to
complete the users look, based on their EXISTING wardrobe, personalized through machine learning,
fashion bloggers data, geo - location & weather.
• COMPETITORS could develop
something similar
• The need for a starting user base to
drive the data technology
• Developing and evolving technology

9. MARKETING CHANNELS:
• Promoted posts
• Mobile ads
• YouTube tutorials –
bloggers
• Contextualized
ads. Ex: Instagram
ads showing the
look for the best
Instagram photo
• missingpiece.com
• Facebook page
• Instagram account
• YouTube account
hosting the
bloggers videos
• Blog reviews
• Contests on blogs/ Facebook recommending
users the missing items.
• Contest on Instagram asking people to post
their existing look under the #missingpiece
• Facebook groups, message boards, forums
• Loyalty program for referred users, growing
the users base through their social network
PAID
OWNED
EARNED
BLOGGERS AND SOCIAL:
People trust influencers and
their peers for inspiration
PARTNER WITH RETAIL
BRANDS:
People are loyal to certain
brand names
THINK VISUAL:
People choose
visual platforms
when it comes to
inspiration for their
look
EDUCATE:
Learning to style
means understanding
the ground rules and
applying them to
their needs

10. Sales
Channels
missingpiece.com
Responsive website
Customers place the order through
mobile or desktop
Easy UX: customer can use mobile
camera to take pictures and
upload their wardrobe to The
Missing Piece
80% of our
target
customers finish
their buying
process on
desktop
(Consumer Barometer)

11. KEY
PARTNERS:
KEY
RESOURCES:
Retail
partners:
Bloggers:
Suppliers:
ü Physical (GoogleCloud
Platform & Servers, Image
Recognition technology,
Analytics)
ü Intellectual (Fashion trends,
Retailer trends, Google
expertise, blogger
knowledge, StyleX
platform IP, partnerships)
ü Personnel (Developers,
Channels management team,
Sales & Marketing)

12. REVENUE MODEL (UK): BROKERAGE
Monthly forecast
Unique monthly visits*
Total Unique visits of target
market*
Customers %
Total Potential Customers
Transaction per customer
Total transactions per month
Average basket value**
Total sales £’s per month
Brokerage % of sales
Brokerage £’s per month
YEAR 1 YEAR 2 YEAR 3
10% 15% 20%
247,900 371,850 495,800
1% 3% 5%
2,479 11,156 24,790
3 3 3
7,437 33,467 74,370
£35.00 £40.00 £45.00
£260,295 £1,338,661 £3,346,652
10% 10% 10%
£26,030 £133,866 £334,665
*% of Style seekers & Reformed shopaholics = cca 30% of total 18-35 YO female population (Consumer Barometer) in the UK.
**Assumptions are based on Asos figures from their 6 months results to end of Feb 2016 and have been amended to fit our business model, all
are estimates.

13. P&L
Total revenue
Total Cost of sale*
Total Admin Expenses
Net Yearly Income
YEAR 1 YEAR 2 YEAR 3
£3,123,542 £16,063,929 £40,159,822
£2,904,001 £14,923,390 £37,286,164
£179,427 £367,079 £660,599
£40,114 £773,459 £2,213,060
*including transaction fees & cost of product from retailers

14. POTENTIAL DIMENSIONS TO SCALE:
INCREASE USE OF
SOCIAL
Facebook inspires fashion decisions in
at least one product category for 72%
of social shoppers and 56% of
fashionistas, Netbase
NEW MARKETS:
MALE, YOUNG
PROFFESSIONALS
Men’s wear now contributes
£12.9bn to the UK economy, and
65% of men shopping is now online,
Online Fashion, How to sell to men.
OFFLINE
53% in the UK receive their
product in store.
Google Consumer Barometer
GLOBAL
US apparel market is expected to
grow from USD 225 billion in 2012
to USD 285 billion in 2025;
The Statistics Portal
INCREASE
BLOGGER
PARTNERS
EXPANDING
PRODUCT RANGE

15. TEAM ROUK
Emily Do Gavin
Thomas
Monica
Radulescu
Romi
Bobkova
Patricia
Decourt