Presentation of the Savonnerie de St. Louis, a business concept for a Shea Butter Factory in Senegal. By Tijan Watt and Manu Sivanandum.

1. Changing Africa, naturally
Savonnerie de St. Louis
TM

2. TM
Savonnerie de St. Louis
22
St Louis is a vibrant, thriving and historical city in the heart of Senegal
Source: UN Development …. ; team
TW

3. TM
Savonnerie de St. Louis
33
Natural skincare offers an exceptional opportunity to build a socially
conscious brand in a 27% CAGR market
Source: Packaged Facts market research agency; Body Shop; interviews; websites; team
Market dynamics
• Rapidly expanding category. US natural
skincare category forecast to grow from $3bn
in 2005 to $7.9bn by 2009 (27% CAGR)
• High margins. Typical gross margins >50%,
with many products >85%
• Highly fragmented. All natural skincare
brands <$75m (except Body Shop at $250m)
• No category leadership. No brand has
leadership position in FDM or natural
products channels
Create value with category leading natural
skincare brand
Consumer dynamics
• Growing social consciousness. Increasing
segment of consumers seek out companies
which embody their values. Estimate 15% of
the 58.3m females aged 18-45 would fall into
this core target – base of 8.7m consumers
• ‘Natural’ is not enough. Differentiation
comes from brand values and efficacy
• Recommendations drive demand. ‘Word of
mouth’ from family, friends and health and
beauty writers key to driving growth
Capture value from growing segment of
socially conscious consumers

4. TM
Savonnerie de St. Louis
44
Savonnerie de St. Louis will target socially conscious consumers with a
unique and innovative brand from Africa
Source: team
First natural products company to
target socially conscious consumers
with a brand truly based in Africa
Innovative skincare products which
use ingredients with proven efficacy
High quality job creation in Africa
Innovative packaging design in the
natural skincare category
Changing Africa, naturally
Savonnerie de St. Louis
TM

5. TM
Savonnerie de St. Louis
55
Quirky and targeted marketing will be key to building the Savonnerie
de St. Louis brand
Source: National Centre for Complementary and Alternative Medicines (NCCAM); team
Brand and Marketing tactics
PR
Packaging
Sampling
Events
Retailer
activity
Brand Development and Marketing strategy
Achieve brand
proliferation
Practitioner
activity
• Secure multiple brand touch-
points to support brand in ‘non-
traditional’ outlets
• Women's’ magazines, national
and regional press, radio
Drive
recommendation
• Develop systematic approach to
target health and beauty writers
and ensure friend and family
recommendation
Drive repeat
purchase
• Build loyal consumer base
through brand communication
• Incentivize consumers with
loyalty program offers
Build practitioner
advocates
• Target the est. >100,000 CAM
practitioners to be SSL
advocates
• Incentivize CAM practitioners
with education, discounts and
loyalty programs
• Innovative formats, emphasis on
design and brand communication
• CAM Practitioners, retailers, trade,
consumers (initial and repeat)
• Promote St Louis music, natural
products events, co-op with yoga
• Sampling, education, charity tie-in,
in-store massage offers,
merchandisers
• Education, samples, free
product, giveaways

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Savonnerie de St. Louis
66
SSL products will be innovative skincare items supported by a unique
brand
Source: View Creative design agency (UK); team
Brand Tenets Product Range
• Summer Skin
• Foot recovery and moisturizer
• Hand cream
• Lip balm
• Night protect
• Soap
• Shampoo
• Be the voice for Africa to socially conscious
consumers
• Emphasize genuine African roots and history
of St. Louis
• Engage consumers with quirky, witty and fun
communication style
• Become the ‘special tip’ consumers love to
share with friends and family
• Focus on style and design conscious
consumers
• Engage CAM practitioners and retailers
All based on active natural ingredients indigenous
to Africa (initially shea butter, aloe, neem)

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Savonnerie de St. Louis
77
Working with a leading UK design agency, initial designs are based on
a contemporary African look with strong shelf presence
Source: View Creative design agency (UK); team
Note: All designs are preliminary and work in progress

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Savonnerie de St. Louis
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Source: Natural Foods Merchandiser; SPINS; team
Sales will be built exclusively in the natural products channel through
intense retailer activity
• Target the 12,500 natural products stores, with particular emphasis on Wholefoods
(145), Wild Oats (102) and the 3,000 independent large stores
• Retailers attracted to socially conscious companies
• Core consumer regularly visits channel and will be pre-disposed to SSL brand story
and products
• Channel sales growth is explosive, and already accounts for approx $17bn in retail
sales
• Target communication to practitioners near stores and build local PR to ensure
sell-through in retailer distribution points
• Invest in early heavy retailer discounts and free samples to drive both sell-in and
sell-through
• Regularly communicate directly with retailers and support promotions with
education materials, free in-store massages, samples
• Leverage targeted natural products brokers with established retailer relationships
(e.g. BINs)
• Ensure joint management for relationships with Wholefoods, Wild Oats and other
key national retailers
Target natural
products channel
Collaborate with
brokers
Drive in-store
activity
Localize
marketing

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Operations in Senegal
*
Source: team
TW

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10
Financials
*
Source: team
TW

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Savonnerie de St. Louis
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11
Organization and team
*
Source: team
TW

12. TM
Savonnerie de St. Louis
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12
Source: team
Savonnerie de St. Louis is an exceptional investment opportunity with
clear potential for expansion or exit
Long term expansion and exit options
Expand
• Expand to wider range of natural skincare
products, such as cosmetics, soaps and
shampoos
• Expand to organic clothing, one of the fastest
growing categories (organic cotton est.
>$500m)
• Stretch brand to be ‘the African consumer
brand’. Could include food, clothing, FMCG
Exit
• Sell to PE firm: demonstrated exits include
Burt’s Bees ($220m); Airborne (confidential)
• Sell to health and beauty company. Perceived
risks of Africa based company are mitigated
by sales market being in the US and
manufacturing being in stable developing
country (Senegal)
• Strong brand built through targeted
marketing campaign and unique brand
history based on St Louis
• Complexity and management experience
required to both set up facility in Africa and
understand natural products market place
• Range of products not dependent on
specific ‘hero’ products or ingredients
• Position SSL as category champion,
working to expand category as well as brand
• High quality team throughout organization
Sustainable competitive advantage