A L P H A B E T C H
Try and block us, we dare you .
BETCH noun
A young woman who is materialistic, sustains herself on iced coffee or Diet Coke, and believes the three cardinal rules in life are simple -. Don’t be easy. Don’t be poor. Don’t be ugly.
M c K E N - K E N
L LC
Who else hates reading this stuff? We’re just here to write what everyone’s thinking, but no one ever says. So anyways, let’s just do this thing. McKenzie and Mikenna started Mcken-Ken LLC mostly because we didn’t want people stealing our ideas, and having an LLC at the end of your name just sounds more profesh. Plus our names totally sound cute together. Are you wondering what we even do all day? Basically we just goof off until we have an idea that’s actually so entertaining we figure out how to turn it into a product. We capitalize on popular culture references and create stuff that we’d want in our own lives. Are you impressed yet? This is why we had to incorporate.
T H E
V I S I O N
In line with our corporate identity, we create products that are original, witty and slightly ridiculous at times. If you’re not working in an environment where a great sense of humor is a must have, are you even working at all? Wait you probably are, I think that’s called accounting. We love coming up with unique ways to capture of-the-moment cultural references, and we’re not afraid to seize an opportunity when we see one. That’s how we landed on out latest project, developing a basic-themed alphabet block set for the wildly popular girls over at Betches. We envision tens of people really identifying with this, so keep going if you’re wondering exactly how we turned this idea into a reality.
A sweatpants ADDERALL
as
sweatpants ADDERALL
dp
-3 0-
1.5”
T A R G E T
M A R K E T
Here’s a list of people who can sit with us. MILLENNIALS (if you need to put a number on it, 18-35) FEMALES (plus our best gays. Straight men just don’t always get our brand. We’re already over it.) COLLEGE STUDENTS (if you know the greek alphabet accidentally on purpose, you probably know us.) THOSE WHO ARE CURRENTLY ADULTING (freshly cut off of your parent’s bank account) ASPIRING TROPHY WIVES (just admit it already) AT HOME COMEDIANS (people that laugh at their own jokes even when no one else gets it.)
S E N D
I N
T H E
B E T C H E S
If you just read our target market and thought to yourself, “self, I think I fall into one of these categories” then you’ll probably also be wondering how we haven’t partnered with Betches yet. We wondered the same thing, TBH. That’s why we developed this block set: to fill a void in the market that shopbetches.com customers would love and relate to.
A B O U T
B E T C H E S
If you’ve been playing it cool up until this point and you don’t actually know what Betches is, allow us to enlighten you. In 2011, three Cornell graduates created a blog called Betches Love This and shortly after it became a viral hub of information that became an unofficial safe haven for young women all over the country. Unapologetically witty, downright sarcastic, and a little over the line (at times) Aleen Kuperman, Jordana Abraham, and Samantha Fishbein have grown their blog into a full-blown empire. Betches is now a collective brand with a website, Instagram, shop, and book series girls everywhere can’t get enough of.
A R E A
O F
F O C U S
McKEN - KEN LLC will focus our product offering on the shopbetches.com website. Home and cute decor is among the site’s fastest growing section in sales.
T H E
P R O D U C T
There are six sides to every story, or at least we would like to think so. This alphabet set is funny as shit and makes a great gift for that good ol’ basic broad in your life. It’s 100% made in the USA too, so that’s cool. Use it to spell out your feelings or decorate your apartment with something that’s not from IKEA.
T H E
A L P H A B E T C H
A is for Adderall
N is for Netflix and Chill
B is for Basic Betches
O is for Over It
C is for Chocolate, Cheese and Cock
P is for Penis, Pizza and Pot
D is for Downward Facing Dumbass
Q is for Queen
E is for Endorphins
R is for Rose
F is for Fuck You
S is for Sweatpants
G is for G Spot
T is for Tinder
H is for Hashtag
U is for Ugh
I is for Infinity Symbol
V is for Vodka Cran
J is for Jewish American Princess
W is for Winter is Coming
K is for Kale
X is for Xanax
L is for Lattes
Y is for You Glen Coco
M is for Mimosas
Z is for Zebra
C U S T O M E R
GEMMA Age: Says 26 but really 27 and a half Job: Fashion blogger by night, boring Law Office slave by day Location: The metropolis of Indianapolis, Indiana Favorite musician: The Beatles Drink of choice: Martini. Shaken, not stirred. Favorite food: Calamari Marital Status: Does a pet rock count? Income: $70,000/year Shopping Habits: Routinely shops at Anthro and J. Crew, but loves to splurge on Club Monaco. Is not immune to a good basic from the Gap.
P R O F I L E S
SOPHIA Age: Shes feelin 22 Job: Sometimes does paperwork at her mom’s office, sometimes doesn’t. But mostly just a full time student at Northeastern Location: Beantown Favorite musician: S says it’s Bon Iver but it’s really T-Swift; she just understands. Drink of choice: Rose all day Favorite food: Vegan Tacos Marital Status: Still hooks up with her bae from high school (whatever its casual) Income: Daddy’s credit card Shopping habits: Free People and Urban 4eva
M A R K E T
S T A T U S
We wouldn’t do something if it wasn’t totally original, as if! When was the last time you saw a bunch of witty adult-themed alphabet blocks on the market? Never. We googled it to make sure. The nature of this product is unique in execution, however, there are other companies who base product off popular culture in other forms.
I N D I R E C T LY
D I R E C T
C O M P E T I T O R S
There’s a slight chance that people who like our product may like these places too. While they don’t carry an exact product like our block set, we’ll throw them a bone and say we think some of their stuff is kinda cool.
S H O P B E T C H E S . C O M
A S S O R T M E N T
ALPHABETCH BLOCK SET SPECIFICATION SHEET Style #
ABS0B2016
Material
Kiln-Dried Hardwood
Date
10 - 28 - 2016
Designers
M. Rase, J. Shane
Description
B is for Basic Betches Measurements
S P E C S H E E T
Side A Width 1.5” Height 1.5” Side B Width 1.5” Height 1.5” Side C Width 1.5” Height 1.5” Side D Width 1.5” Height 1.5” Side E Width 1.5” Height 1.5” Side F Width 1.5” Height 1.5” Center Point Measurements From Top 3/4” From Bottom 3/4” From Sides 3/4” Notes: All side designs should align with center point measurements.
SAMPLE REQUEST FORM
Sketch
Side A
Side B
Side C
Side D
Side E
Side F
ALPHABETCH BLOCK SET COST SHEET Style #
BB0A2016
Material
Kiln-Dried Hardwood
Date
10 - 28 - 2016
Designers
M. Rase, J. Shane
Description
WHOLESALE PRODUCT INFORMATION Materials
C O S T S H E E T
Manufacturer
Blocks Casey’s 1.5” Kiln dried Hardwood Blocks Wood Products Packaging Betches Branding Box Bags & Bows by Deluxe Cardboard Insert Bags & Bows by Deluxe Shipping From Casey’s to Pololu From Pololu to Distribution Center Casey’s FOB Clamshell Packaging Pololu FOB Labor Laser Bed Engraving/Cutting* Distribution Assembly Team Pololu McKen - Ken LLC Total Cost Total Cost/Set Mark-Up Percent Wholesale Cost Suggested Retail Mark-up PRODUCTION NOTES * Per set, Total cost is $3.30. Per Unit, Total Cost is $0.13 LASER BED INFORMATION 54 runs to Finish All 2600 units and their 6 sides. 5 Runs an hour on a 28” x 40” Laser Bed Up to 300 Blocks per run
Amount/Unit
Units
Total
2600 $98.80 $0.038/Unit 100 $54.18 $0.54/ 1 Set 100 Included 1/Set $6.95 $0.069/Unit $20.00 $0.20/Set $30.00/Hour $1.00/Set
11 Hours
$330.00 $100.00 $609.93 $6.09 150% $15.22 $30.00
T H E
F I N A L
P R O D U C T
T H E
WHO WE’RE PETCHING THIS TO Betches Founders Samantha Fishbein Aleen Kuperman Jordana Abraham HEADQUARTERS 401 Park Avenue South New York, NY 10016 PROPOSED LAUNCH DATE Holiday 2017 MEETING TIME August 2017
P E T C H
E X P E N S E
S H E E T
CATEGORY CATEGORY CATEGORY
DETAILS DETAILS DETAILS
BUDGET BUDGET BUDGET
TOTAL TOTA TOTAL
AIRFARE
Delta - SAV to JFK
$385/per person
770
ACCOMMODATIONS
The W Hotel - 3 Nights Meals - 9 total, one business
$344/night $350/per person
1032 700
TRANSPORTATION
UBER - To and from airport, pitch, misc.
$100/per person
200
DELIVERABLES
cards, prototype, plan, misc materials, etc
$250
250
UNFORSEEN COSTS
tips, drinks, etc.
$300/per person
600 3552
C O L L A T E R A L
W H E R E
D O
W E
G O
F R O M
H E R E
CURATED BLOCK SETS - LET’S BLOCK ABOUT SEX BLOCK AROUND THE CLOCK BLOCK OUT DRUNK PRODUCT EXTENSIONS - PHONE CASES PILLOW CASES PRINTS HATS
S O U R C E S
A N D
S H O U T
http://shopbetches.com http://betches.com http://mobile.nytimes.com/2013/06/27/fashion/laughing-allthe-way-to-the-bank.html https://www.pololu.com http://www.caseyswood.com https://www.bagsandbowsonline.com/retail-packaging/pd/ strawberry-windowed-standard-cupcake-boxes-12-cupcakes/_/A-14104W-195?locid=BB%3AT2_B1_14104W-195 http://shopbetches.com http://betches.com S/O to the real MVP’s who helped us make this possible Hank Justin Santi Johnny
Patti Amy Foxy Loxy Mikhael
O U T S
Y O U ’ R E
W E L C O M E .
But actually thanks a bunch to Hank, Santi, Justin and Johnny for making our blocks come to life.
McKEN - KEN LLC Mikenna Rase Janis McKenzie Shane Professor Patti Cappalli Taylor Private Label Product Development Fall 2016