business model, business model canvas, columbia, customer development, lean launchpad, lean startup, steve blank

1. BUDDIES
Men’s Body Powder
1
Interviews since last class: 11
Interviews to date: 69
MVP samples out: 14

2. Buddies
TEAM MEMBERS Phil Coleman Marco Casas Pat Schleck
Degree program /
Background
EMBA Global /
BS, Business Management
EMBA Global /
BA, Political Science
EMBA Global /
PharmD, Pharmacy
LinkedIn profile Phil’s LinkedIn profile Marco’s LinkedIn profile Pat’s LinkedIn profile
Are you the subject
matter expert for this
team
Yes Yes Yes
Likely role within team
(see the 4 descriptions
below)
Hustler Picker Designer
Something interesting
about me
Marketing genius behind
the AOL free-CD.
Almost joined the CIA
after college.
Habla español; lives in
Switzerland.
2
Buddies – Men’s Body PowderOne Team, One Dream…

3. What we thought on day one…
3
Buddies – Men’s Body Powder

4. 4
Key Partners
- Manufacturer
- Web developer
- Natural product
suppliers
- Social impact. Shower
to the people.
- Brand ambassadors
Key Activities
- Production
- Marketing &
Advertising
- E-commerce
Value Propositions
Talc-free powder
designed to provide odor
and sweat control for
the groin area. All
natural. Made in USA.
Social impact.
After shower comfort.
Jock itch, rash, friction
relief for all seasons.
Problem: sweat, rashes,
chafing, odor
Need: comfort,
confidence, rewarding
fresh feeling,
Sub-Hypothesis:
-Unisex
-Babies / children (little
buddies)
-Anti-rash from diaper
Customer
Relationships
- Social Media & youtube
- Google ad-words
- Road show
- Contracts (b2b)
- Subscription
- Rewards
- More products
Customer Segments
- Millennial urban
hygiene conscious
dudes
- Dudes in warm
conditions
(construction,
kitchen, athletes)
- Little buddies
- Women
Key Resources
- Finance
- Storage of inventory
- Patents
Channels
- Virtual: Website for
direct sale. Potentially
online retailers.
- Physical: Barber
shops, fashion retail,
fitness centers,
- All natural stores
- Pharmacies & grocery
Cost Structure
- Variable: manufacturing, marketing & advertising,
- storage, people,
Revenue Streams
- Direct sale
- B2B
- Subscription?
Buddies – Men’s Body PowderBusiness Model Canvas – Day 1:

5. 5
• Total men’s grooming market at $9.3bn: 2015 growth of 4% (Source: Euromonitor)
• Bath & Shower (incl. body powders) is a market of $925m and grew by 5.5% in 2015. (Source:
Euromonitor)
• Deodorant (comparable market) represents $1.7bn market with growth of 11.4% in 2015.
(Source: Euromonitor)
Trends:
1) Male grooming projected to continue growing at 5.5%/yr through 2020 (Source: Technavio)
2) Natural & Organic growing by 10% YoY (source: GCI)
3) CSR: 51% of consumers globally say grooming/beauty products purchases influenced by how
environmentally friendly/socially responsible the brand is. (source: GCI)
4) Online sales has seen significant growth. In 2015, DSC had 3.5m subscribers and sales of
$153m. (Source: Euromonitor)
Buddies – Men’s Body PowderThe Opportunity – Market & Trends

6. 6
Men’s Powder Market Today Buddies – Men’s Body Powder

7. What we learned days 2-4…
7
Buddies – Men’s Body Powder

8. 8
• Looked at “need creation” case studies: toothpaste & Feebreze (see picture): “positioned as
the reward: the nice smell that occurs at the end of a cleaning routine.” (Charles Duhigg, The
Power of Habit. 2012)
• For Febreeze:
Buddies – Men’s Body PowderFrom “nice to have” to “got to have”:
In Buddies case, routine => shower

9. 9
• Travis Peterson
• Age: 29
• Annual income: $105,000
• Profession: Digital media copywriter
• Rides his bike to work (for which he uses body
powder for sweat absorption)
• Sweetgreen gold status; craft beer aficionado/home brewer
• Favorite TV channel: Viceland (show Weediquette)
• Shops at Everlane, Warby Parker, Bonobos
• Donates to: Planned Parenthood, 350.org
• Regular grooming products: hair pomade, beard oil, natural shower gel
Buddies – Men’s Body PowderTarget Customer:
Source: Experian.com

10. 10
• Branding:
- Brand Identity (our vision) vs. Image (customer associations) must be fully in sync. Trademark/Brand
Name/Packaging/Website should be tested to make sure associations = identity. i.e colors associated with all-
natural.
- Brands take a lot to build and are extremely hard to change (i.e. Axe/ Dove campaigns).
- Initial customer value interviews show Brand & Functionality much more important than price within $10
range.
• Channels:
- Amazon charges 10-20% commission per sale or 25-35% “all-in” for pick, pack, and ship. Amazon shipping 50%
cheaper than DIY. Competitors confirmed that majority of sales coming from amazon vs. direct web sales.
• Intellectual Property:
- Patents: We thought we might need a patent for the formula, however it is not actually worth the $ as
ingredients are listed on package and competitors would only have to tweak 1 ingredient by 1% in order to avoid
infringement.
-Trademarks on brand will be our key IP to acquire.
Buddies – Men’s Body PowderKey Lessons Learned Day 4-5

11. 11
• Channels:
- Big retailers will take 40-60% SRP, want many SKUs & exclusivity, would also include paying distributor
(truck etc for delivery), and also tend to push back on pricing (Walmart).
- Women still doing majority of shopping at large brick & mortar.
• Manufacturing:
- Manufacturers charge A LOT for custom packaging; not worth it without huge need from customer.
• Get Strategy:
- Adwords: Great for “problem” customers while facebook ads more relevant for “need” customers.
-Trademark:
Buddies – Men’s Body PowderKey Lessons Learned Days 1-4

12. Where we ended today…
12
Buddies – Men’s Body Powder

13. Key Partners
- Manufacturers
- Web developer
- Natural product suppliers
- Social impact. Shower to the
people
- Brand ambassadors
- Brand designers
- Music festivals (pop-up
stands)
Key Activities
- Marketing & Advertising
- Production
- E-commerce
Value Propositions
Talc-free powder designed to
provide odor and sweat control
for the groin area. All natural.
Made in USA. Social impact.
After shower comfort. Jock
itch, rash, friction relief for all
seasons.
Solving a problem: sweat,
rashes, chafing, odor
Fulfilling a need: comfort,
confidence, rewarding fresh
feeling,
Innovative applicator?
Customer
Relationships
Get:
- Social Media & youtube
- Google ad-words
- Road show
- Early adopters / Influencers
Keep:
- Contracts (b2b)
- Subscription
- Rewards
Grow:
- More products
Customer Segments
- Millennial urban hygiene
conscious dudes
- Dudes in warm conditions
(construction, kitchen,
athletes)
- Little buddies
- Women
Key Resources
- Finance
- Storage of inventory
- Patents; trademarks
Channels
- Virtual: Website for direct
sale, and Amazon
- Potentially, online retailers.
- Physical: Barber shops,
fashion retail, fitness
centers,
- All-natural stores
- LOHAS Grocery (Whole
Foods)
- Pharmacies
Cost Structure
- Variable: manufacturing, marketing & advertising
- Fixed: storage, people
Revenue Streams
- Direct sale
- B2B
- Subscription? 13
Buddies – Men’s Body PowderBusiness Canvas Model – Day 5

14. 14
• Continued interviews: We have a number of interviews set up over the next few weeks with
competitors, cpg start-ups, and field experts.
• Branding: Test & finalize branding activities to ensure image/identity fit.. then website, commercials,
etc.
• Production: Select manufacturer for initial production.
• Roll-out: Kickstarter end of customer discovery & must be ready to meet potential demand.
Buddies – Men’s Body PowderNext Steps