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Transforming the way you see the world

Andrew Nguyen • Christopher Ploetz • Melissa Woolfrey

*LiquaLens

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*Mission Statement

LiquaLens provides a radical alternative to help the world see better by transforming liquid eye drops into prescription contact lenses. The innovation of LiquaLens offers a stress-free, cost-effective, and highly accessible solution for everyone.

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*Product Description

*Start each day with one drop that becomes a prescription contact lens.

*Experience the most breathable and moisturizing lens on the market for unrivaled all day comfort.

*Contact is naturally absorbed by the eye with a removal drop or after 48 hours.

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*Market Potential

Market PotentialUnited States 230 millionWorldwide 4.5 billion

Vision Correction Industry $20 billionBausch+Lomb $3 billion

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*Target Market

*Initial Target Market*Women ages 18-34*$55K+ annual household income

*Secondary Markets*Anyone needing vision correction

*Medical applications

*Cosmetic use

*Global market

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*Porters 5 Force Model

* Lasik surgery

*Glasses industry

*Contact lensesThreat of

Substitutes

SupplierPower

PotentialEntrants

BuyerPower

IndustryRivalry*Alcon

* Johnson & Johnson *Cooper Vision

* Supplier exclusivity

* Strong vendor relationships

*No switching costs

*Price sensitive

*High barriers to

entry

*Brand recognition

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*SWOT Analysis

Strengths

• Portable• Easy to Use• Cost-efficient• Comfortable

Weaknesses

• Product loyalty• Aversion to change

Opportunities

• Global Markets • Medical

Applications

Threats

• Competition• Technology (Google

Smart Lens)

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*Promotion:Creative Brief

*Product Concept: A liquid eye drop that transforms into a prescription contact lens.

*Objective: Create awareness of new product among 60% of primary target market within six months.

*Positioning: Product positioning focused on the added value LiquaLens provides.

*Target Audience:*Women 18-34

*Household income of $55K+

*Who need vision correction

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*Creative Brief:Media & Media Vehicles

*Sales Promotion*Optometrist offices

*Direct mail

*Referrals

*Online*Website

*Social media

*Online advertising

*Email marketing

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*Creative Brief:Message Guidelines

*Unique Selling Proposition: LiquaLens provides the most convenient and comfortable way to see the world with new clarity.

*Support for USP* All day comfort

* Convenience

*Other Verbal Guidelines* LiquaLens simplifies the daily routine

* Increases comfort level

*Non-Verbal Guidelines* Look comfortable

* Fresh faces

*Personality* Stress free

* On-the-go

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*Pricing Strategy

*Market penetration based pricing strategy*Make it accessible

*Threat of substitutes

*First-mover advantage

LiquaLens Daily Contact Lenses

Daily Toric Lenses

Biweekly Contact Lenses

$30 $30 $60 $20

Price Monthly Cost Comparison

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*Income Statement

Income Statement (In Millions)Gross Revenue $3,000.00 Cost of Goods Sold $690.00 Gross Profit $2,310.00 COGS Ratio 23%Gross Profit Ratio 77%

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*Break Even Analysis

Fixed Costs $1.7 billion

Contribution Margin 77%

Current Annual Sales $3 billion

Break Even Point (units) 1 36.4 million

Break Even Point (dollars) $2.2 billion

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*Distribution

*Optometrist offices

*Direct sales

*Online retailers

*Third party vision retailers

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*Questions?

Thank Youfrom the

LiquaLens TeamAndrew Nguyen

Christopher Ploetz

Melissa Woolfrey

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*References

* Hoover's Company Records - In-depth records. (2014). LexisNexis Academic. Web. Retrieved 20 December 2014.

* Hoover's Company Records - In-depth records. (2014). LexisNexis Academic. Web. Retrieved 20 December 2014.

* First contact. Professional Engineering [serial online]. March 22, 2000;13(6):8. Retrieved 20 December 2014 from Business Source Premier, Ipswich, MA.

* Kamp, J. (2007). Wall Street Journal Earnings Digest: Bausch & Lomb's earnings still reflect impact of recall. Retrieved 20 December 2014 from http://search.proquest.com/docview/399091934?accountid=14971.

* Pfizer Inc. (2014). PFE Annual Income Statement.

* Product Usage. Eyeglasses and Contact Lenses - US - September 2013. (2013). Retrieved 20 December 2014 from http://academic.mintel.com/display/677668/.