2. INDEX
1. FOUNDERS 5. CHANGING THE WAY PEOPLE SHOP FOR
GLASSES
2. THE PROBLEM
6. BRANDING
3. WHY NOW
7. STRUCTURE
4. BUSINESS MODEL
8. CRONOGRAM
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3. FOUNDERS
Arthur Blaj
CEO
Started his career in the financial markets in 06 as a stock trader, and in 09, at age 21, became one of the managing partners at a local hedge fund. In 2011,
convinced of the fact that the real economy is where the biggest opportunities were, quits the fund to start LIVO, where currently acts as CEO. Arthur is also a
business developer in projects he invests, and has BA in Business from ESPM-SP in Sao Paulo.
Guilherme Freire
Business Developer
Serial-entrepeneur responsible for founding DHG Participações and SRC Construção e Mineração (Investments and Construction and Mining). Prior to that,
worked as a consultant at Oliver Wyman and as a Head Hunter at Michael Page. Has a BA in Production Engeneering from PUC-RJ, and is currently taking an MBA
at Wharton Business School, where acts as co-president of the Founders Club. Gui is CEO of muvs.me, a digital platform that connects the entire universe of
endurance sports in Brazil. At LIVO, acts as business developer, mainly addressing production and logistics.
Raphael Costa Neves
Branding / MKT / Design
Founder and Creative Director of Wanted, advertising agency specialized in transmedia narratives. Previously, worked at The Group, where he acted as Planning
Director and was a Latin America board director of the Worldwide Partners group. Amongst his past and currenct clients are Santander, Avon, Petrobras, Carrefour,
VW, Alcoa. At The Group, won more than 30 awards. Has a post grad in BA from the ISE/IESE Business School and in advertising from Miami Ad School. At LIVO, is
responsible for the branding, marketing e design, having designed all of the website, besides creating and positioning the brand.
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4. THE PROBLEM
SHOPPING FOR QUALITY, STYLISH GLASSES IN BRAZIL IS
EXPENSIVE & INACCESIBLE.
WHY?
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5. A: THE OLD FASHIONED BUSINESS MODEL USED BY THE MAJORITY OF THE INDUSTRY
- Too many middlemen
- High margins charged on each step
- taxes apply at every step
- offer concentrated mainly on the most important cities
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6. OPTICAL INDUSTRY
HIGH GROWTH INDUSTRY
Brazilian optical industry: In 2011, the industry revenue was R$ 19 billion, a 22% growth in comparison to 2010. In
2006, the revenue was R$8,82 billion, which means the industry has more than doubled its size in 5 years. The industry
estimates a 25% growth for 2012.
(Sources: Abióptica, Euromonitor)
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7. E-COMMERCE
HIGH GROWTH INDUSTRY
e-commerce in Brazil: in 2011, the e-commerce industry revenue was at R$ 17,9 billion, a 20% growth comparing to
2011. Estimated CAGR thru 2016 is 12%; That means the industrie’s revenue will reach R$ 31,5 billion.
Fashion and apparel category: 39% growth from last year. Estimated CAGR is 23,4% thru 2016.
(Sources: Abióptica, Euromonitor)
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8. WHAT’S OUR PLAN An innovative business model
1. 2. 3.
BUILD OUR OWN BRAND CUT OUT THE DEVELOP AN E-COMMERCE
MIDDLEMEN PLATFORM
DELIVER HIGH END DESIGN EYEWEAR TO YOUR DOORSTEP AT
AN ACCESSIBLE PRICE
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10. WHY IS OUR PRODUCT PREMIUM?
- DESIGN:
Original design based on global trends.
- RAW MATERIAL :
Premium quality raw material, imported from traditional
manufactures from all over the globe.
- PRODUCTION:
High-standards manufacturers that are often the same
producing for big name brands.
4
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11. PRODUCT
high quality standards
- ITALIAN ACETATE - SPRING HINGES
For a better fit in every face and avoiding broken
Our acetate is imported from Italy, from the same
company most premium brands buy from. temples.
- ANTI-REFLECTIVE / UVA AND UVB PROTECTED
- HANDMADE FINISHING LENSES
After cutting the parts of the frame, they receive
Reduce your eyes fatigue and provide more comfort
handmade finishing.
and safety.
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12. PRICING
R$ 1000
Persol, Gucci, Prada, etc...
1000,00+
R$ 600 Ray Ban
Vogue 620,00
600,00
PRICE
Ana Hickmann
500,00
Chilli Beans
R$ 300 320,00
348,00
Fotoptica s/ marca
180,00
R$ 0,00
terrible PERCEIVED QUALITY very good
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13. LOGISTICS
- STORAGE - SHIPPING
At LIVO HQ’s until that is not possible anymore. Commercial agreement with the Mail, with a daily
collect at LIVO HQs.
- PICKING & PACKING
In House - RETURNS
By mail; We will re-stock the product and submit it to
a lenses change when re-sold.
- LENSES SETUP
The optical lab is responsible for collecting the frames
and orders, setting up the lenses, and bringing them - ERP
back in 3 work days max. Ábacos / KPL
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14. CHANGING THE WAY PEOPLE SHOP FOR GLASSES
- VIRTUAL TRY-ON:
Augmented reality software that projects the 3D frames in your face; You can also upload a picture.
- FIND THE BEST FIT :
Content guide that explains what type of face shapes exist, how you find out what is yours, and what frames fits
best, with a cross-selling offer according to it.
- SHOWROOMS:
Product exhibition (but not sales) in unconvential places (cafés, bookstores, etc)
- FREE SHIPPING AND RETURNS:
If the customer is unhappy with the product, he might return it within 30 days of the purchase, no
questions asked.
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15. LIVO MEANS YOUR OTHER ONE, YOUR PAIR.
NOBODY IS THE SAME PERSON ALL THE TIME.
POSITIONING
WE MOTIVATE PEOPLE TO SHOW THEIR DIFFERENT
PERSONALITIES THROUGH WEARING DIFFERENT FRAMES.
*If they wanted to do it before, they couldn’t afford it, or
would have to do it with a low-quality product.
LIVO is the first to deliver this promise.
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26. COMMUNICATION PLAN
1 2 3
PUBLIC RELATIONS SOCIAL MEDIA* CLIENT ACQUISITION
- Máquina de Notícias: - Blog with editorial content aligned with
the brand lifestyle - Affiliate Network
- Sampling for opinion makers,
- Fan page in line with the blog content - Facebook
bloggers
*content produced by 3rd party agency
STUFA
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27. STRUCTURE
In House
3rd Party SHAREHOLDERS
BRAND
MANAGERS
CEO
PROD. DEV. MKT / WEB / KPI FINANCIAL ASST. LOGISTICS CALL CENTER
Webdesign CONTENT EXPEDITION
IT ACCOUNTING LAWYERS OPTICAL TECH
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