Private Equity: Strategies For 2010 Modern Brand Lessons from Tom Hicks of Naked Juice and Dr. Sears Fame

Transcription

1 Private Equity: Strategies For 2010 Modern Brand Lessons from Tom Hicks of Naked Juice and Dr. Sears Fame March 11 th, 2010: 10:00 am PST / 1:00 pm EST

2 Overview Webinar Protocol Webinar Purpose An Interview with Tom Hicks Modern Brand Lessons Special Bonus Commentary: Mr. Michael Galef, EVP of Marketing, Dr. Sears Family Essentials Conclusions

3 Webinar Protocol Minute Webinar 2. Questions/comments as we go: Type in utilizing GoToWebinar toolbar 3. After Call: Survey feedback Within 2 hours after the call, you will receive, via , copies of the reviewed slides and a recording of the presentation **This presentation does not constitute a general offering or solicitation to purchase or acquire securities.

4 Purpose of this Webinar 1. To share best practices of investing in emerging, entrepreneurial companies Because it is good for you Because it is good for America and the world 2. To share Tom and Michael s wisdom regarding small firm brand-building in the crowded and noisy 21 st Century marketplace

5 About Tom Hicks CEO, Dr. Sears Family Essentials Background Former President of Naked Juice Led the company from $80 million to $200 million in revenues Sale to PepsiCo in 2007 for 30 times earnings Co-Founder and President of Fantasia Fresh Juice Led startup to $15 million in sales in 3 years Former sales and marketing executive at both Frito- Lay and Proctor & Gamble Army Veteran

6 About Michael Galef EVP of Marketing and Sales, Dr. Sears Family Essentials Background Former Vice President of Marketing and Sales of Emergen-C Brand Senior Director of Marketing at Pharmavite Nature Made Brand Marketing experience at Con-Agra, Dole Food, and Sunkist MBA from the Anderson School at UCLA

7 Overview Dr. Sears Family Essentials as Illustration of Core Brand Principles Market Pain Value Proposition, Packaging and Positioning The Brand Pyramid Knowing Your Customer Internet Style Social Networking Strategies for Modern Brands Big Box Strategies

8 Market Pain 33% of Children are obese Annual U.S. cost of obesity is costing near $150BLN 2 annually Strong Science behind treatment of ADHD and 3 adding fish oil in diets 7 out of 10 moms state they are concerned about 4 the ingredients in their children's food 1 Source 1,2: American Academy of Child & Adolescent Psychiatry; letsmove.gov 3. Dr. Weil.com ; 4. Survey of 400 women done by sweetsuprise.com 8

9 ALL NATURAL, HEALTHY SNACKS & SUPPLEMENTS FROM AMERICA S MOST TRUSTED PEDIATRICIAN

10 The Brand Pyramid Innovate Building Retail Partnerships Market to the Community Build A Community Build a Brand / Architecture 10

11 Knowing Your Customer Internet Style Generation A-Z Mom: Extremely knowledgeable, socially aware, informed, protector of the house who is conscious about their families health, fitness and the environment Psychographic Dr. Sears Users -Female % Married -70% 1-2 Kids -40% Earning $100K+ Behaviors on Health -BIG label readers -More than concerned about healthy eating habits -Yoga number 1 exercise not involving kids Media Usage (general study) -47% 5-9 hrs. TV -53% 5-19 hrs. Internet -86% satisfied with taste and function of our products -96% satisfied with the value -High level of Trust -Early Adaptors technology -Recommend Dr. Sears and his products (WOM and Social Media) -Would like to see Dr Sears at more mass market accounts Target etc. Non Dr. Sears Users (general mom study) -11% Very Familiar -32% Familiar to Very Familiar 11

12 Social Media Strategies for Modern Brands In 6 months, Facebook social media efforts outpace the category! Facebook Average Fan Base by Category 21,000 20,639 16,000 11,000 11,478 10,865 6,000 6,148 3,664 2,116 2,093 1,979 1,000 Food and Beverage Actor Celebrity Dr Sears Packaged Goods Musician Retail Automotive Source: Facebook Analytics 03/

13 Big Box Strategies Innovate Building Retail Partnerships Market to the Community Build A Community Build a Brand /Architecture 13

14 Conclusions 1. Solve a Real Problem Steve Jobs Do Something Great 2. Understand the Brand Pyramid 3. Utilize Internet Market Research to Learn Your Customer 4. Social Networking for Brands is Nascent, but Coming Fast Educational and Cause-Oriented Messaging Is Key 5. The Big Boxes = The Big Time = Very Big Challenge Do it right or don t do it at all

15 To Learn More Questions / Discussion Return our survey Contact: Stacey Polychronis: stacey.p@growthink.com

16 The Brand Trained at Harvard Medical School s Children s Hospital Best Selling Pediatric Author Instrumental in working with FDA to reformulate baby formula to include Omega-3 DHA A pediatrician parents know and trust. Personally cared for over 500K patients Highly sought after pediatric health expert appearing Nationally on Oprah, Today Show, Dr Phil, Fox, CNN Founder of the higjly successful Sears Family Health Center Father of 8 children 3 Sons currently in medical practice Son, Dr Jim Sears appears daily on highly successful daytime TV show The Doctors 16