be sweet. share joy. sprinkle some sugar.
A sugarlump is the feeling you get inside when you do something sweet for someone else. It’s the little glimmer inside that makes kids feel great about themselves and want to share their joy with others. Sugarlump teaches kids the art of thoughtfulness through their own kind of social networking. It helps build confident little people because no matter who they are or where they’re from, they are the heroes of their own lives. Kids can change the world. It all starts with one little person.
We cannot always build the future for our youth, but we can build our youth for the future.� -Franklin Roosevelt
TARGET MARKET Millennial Moms • Highly Connected (online+off) • Highly Influential • Technology Natives • Share More Info. • Compassionate with a desire to influce children similarly
Phase 1 • Manufacture sugarlumps • 3 sizes, 2 colors • Secure technology partner • Update current site • e-commerce, inventory infrastructure • Introduce 6 main characters: “sugarlump kids” • Build Sugarlump app • Grass roots marketing campaign • Connect to target market (millennials) • Influencer kits • Sugarlump launch event • Secure licensing/manufacturing partner • School program/focus group
Sugarlumps are soft fleece sugar cubes with a pocket in the back for notes, wishes or projects. There are white sugarlumps and sugarlumps made with brown sugar. Sugarlumps come in a baby size, a medium size and a large family size.
Sugarlump pocket notes
be happy
you’re delightful
you’re splendid
have fun today
(pass this on)
(pass this on)
(pass this on)
(pass this on)
smile!
i like you
you’re brilliant
let’s be friends
(pass this on)
(pass this on)
(pass this on)
(pass this on)
sweet, shar e be
ugar es m
, sprinkle so joy
loving
worldly
giving
sharing
helping courage
luck
kindness
Guerilla Marketing
• Stickers, pins, badges, passing notes • Encourage all kids to place stickers everywhere to remind others to feel the sugarlump love • Post good things on Instagram, sugarlumpfactory.com, Twitter, Facebook and Snapchat #sugarlumpfactory #sprinklesomesugar
Self-publish more copies of book
Secure a technology partner
Introduce “sugarlump kids” • Positive role models • Fun, cool friends with great messages
Dowload the Sugarlump app, create your own Sugarlump character in your likeness and sprinkle your sugar all around the world! Build your home and garden just the way you want it, play with other Sugarlumps and work as a team to make changes in your own Sugarlump world.
Influencer Kits Engage key influencers and direct them to #sugarlumpfactory with family activities, special occasions, milestones, volunteering, sharing time together, being happy, enjoying life! They can take their sugarlumps on all their adventures and then share with friends via #sugarlumpfactory.
Licensing/Manufacturing Secure a manufacturing/licensing partner that will grow the Sugarlump brand with me into a global franchise as I retain the position of Creative Director. • Manage the Sugarlump brand • Strong relationships in the licensing world • Strategic planning • Brand representation • Licensing expertise • Literary agent • Brand architect • Product development and sourcing connections • Creative ingenuity • Financial expertise • Negotiating retail and promotional partnerships • Protect Sugarlump intellectual property • Help innovate new and exciting ways to reach kids and their grownups
Phase 2 New Products • Dressing your sugarlump • Outfits, hair, hats, glasses, clothes, holiday • Decorate with art supplies (events+parties) • Tees, bags, hats, clothing Roll out sugarlump vehicle for summer activities • Bike • Lemonade stands • Sugarlump Mini
Earn badges for your good deeds. One for you, one for your sugarlump...
kiss me I’m Irish!
be hoppy!
boo!
valentine
happy 4th!
merry!
art
send love
stories
get well
good luck
best friend
happy bday!
best wishes
sugarlump share Send your sugarlump to a friend in another town or country. Have them take photos of their sugarlump adventures and send the sugarlump back with photos in its back pocket.
All collections have neon tees with sugarlumps on the front. The sugarlumps are created using a “sugar� technique so they really look like sugar. (back of all shirts) near collar
sprinkle some sugar A sugarlump is the feeling you get in your heart when you do something nice for someone else. So when you wear your sugarlump shirt, be sure to do something that makes someone else happy! sugarlumpfactory.com
sprinkle some sugar A sugarlump is the feeling you get in your heart when you do something nice for someone else. So when you wear your sugarlump shirt, be sure to do something that makes someone else happy! sugarlumpfactory.com
Sugarlump Vehicles • Bring sugarlump to the masses • Entertainment, icecream, sugarlumps, activities • Invite kids and their parents through social media channels. #sugarlumpfactory
be sweet. share joy. sprinkle some sugar.
™
MINI
SGR LMP
Phase 3 Character Builder Web Launch • Build your character and strengthen your character at the same time • Introduce characters and real life counterparts • Sugarlumps are the character’s (and real life) companions • Offline and online world allows you to take your sugarlump with you on your adventures. Code inside lets you follow other sugarlumps and what they are doing. • Track activities • Create new products with your character
Create Your Own Identity The toy industry is ruled by brands. From Barbie to SpongeBob, PokÊmon to Winnie the Pooh, children are clearly as brand conscious as their parents. And like adults, children tend to be extremely brand loyal, choosing their lunch boxes, bed sheets, videos and apparel based on whether or not they carry the mark of their favorite character. Kids love brands for the same reason adults do. Because they get a feeling of personal connection with these brands, specifically through the characters, that helps define them in some way as unique little individuals. So just imagine if a child could create his or her own brand. A truly unique brand that is quite literally an expression of that child’s individuality. That is the concept behind Sugarlump.
A young girl goes to sugarlumpfactory.com to make a character out of herself. Through proprietary sugarlump software, children can design a character online that looks just like themselves, down to hair color, facial features, skin tone, even accurate placement of freckles. No matter what a child’s ethnicity or physical profile, their character will reflect the little person they really are, instead of some corporate ideal of the blonde, blue-eyed princess, for example. Create your own world. Next step, the child can create a story for their character. Our software would generate stories, adventures and richly detailed worlds with the help of the child’s interactive input. Make your own things. sugarlump can then custom manufacture all the same objects children are already buying with somebody else’s brand (lunch boxes, books, toys, plush dolls, pillowcases, bedroom wall decals, etc.). Only now they would be truly unique collectibles codesigned by the children themselves, featuring the brand they built and that’s 100% inspired by them. Our girl then continues to use her creative thinking by building her own sugarlump website. Think Facebook for little ones. It is all about her. It features the things she likes to do and who she is. She can then socially interact with other kids from around the world. Build confidence, make new friends and share what you have. Our girl can now see herself as the hero of her own life. She can do anything. So what does she do? She starts thinking about the world around her. And other children who are in need. Then the social networking aspect becomes much bigger. More philanthropic. Her virtual character becomes an interactive pen pal with children around the globe. She learns about other cultures and other ways of life. They learn to help each other. They play interactive games like getting water to a child in Africa, or teaming up to help send a far-away friend to school. The games are based on real-world situations, and they are the building blocks for the real philanthropies. She then learns how to change the world around her. Through sugarlump partners she is able to send letters of encouragement to other kids, raise awareness, and send supplies and money to kids who need it. By helping each other, these kids can then team up to face other global issues that need their attention. After all, because they are our future, they need the relationships and the resources to make changes. This will be their platform. Global Possibilities If a child is going to be brand loyal to, say, an amorphous little yellow Sponge-Bobby thing, just imagine how loyal they might be to a brand that looks just like them, was created by them and is truly the only brand in the world they can call their very own. Now imagine the global possibilities. Confident young people who feel empowered to help other kids and the world around them. The future looks a little sweeter.
sugarlump factory
sprinkle some sugar sign in
parents
body type eye color skin tone hair style hair color outfit jewelry hats glasses sport items
note: as soon as you choose the eye color, you are immediately directed onto the next category.
sugarlump factory
sprinkle some sugar sign in
parents
body type eye color skin tone hair style hair color outfit cool stuff jewelry hats glasses
note: when you roll-over on a selection below, the main girl’s hair on left changes to the style.
sugarlump factory
sprinkle some sugar sign in
parents
body type eye color skin tone hair style hair color outfit cool stuff jewelry hats glasses
note: when you roll-over on a selection below, the main girl’s hair on left changes to the style.
sugarlump factory
sprinkle some sugar about us
sign in
parents + teachers
sugarlump factory is a place where you can create a little you. then you can go on big adventures! it’s also fun to make things here that are all about you! it’s all about what you can dream up! are you ready? are you set? okay, then...let’s go!
sugarlump factory
sprinkle some sugar about us
sign in
parents + teachers
the screen above side-scrolls into new sugarlump territory. this is the neighborhood. pod features: all green/sustainable living shelf for trophys media center desk large screen monitor bed? chair? plant
sugarlump factory
sprinkle some sugar about us
sign in
parents + teachers
what do you want to do? create
play
assist
share
grow
travel
Create other products with your character and family • Creativity and design • Reward-based • Making the child the hero of her own life
Boys (back of all shirts) near collar
Girls (back of all shirts) near collar
SOME
SPRI
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B E YOUR
SOME
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UP
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SPRI
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SOME
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B E YO UR
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BE YO UR
W
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sprinkle some sugar
SOME
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SU
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SPRI
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sprinkl
HERO PER
BE Y O
SOME UG
SPRI
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sprinkle some sugar
e some sugar
Baby
aidan
tate logan
maisie quinn
marley
ellie
THE
U
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W DER OOD
S janae
FOR LIF E
ANCHORED
matt
tapley hunter
LO LO LO
yum
yum
yum
junior
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Š2010 erin sorenson
Phase 4 • Adult site/family command center • Reward program (buy awards online) • Establish major retail partner • Launch sugarlump brick and mortar stores • Introduce philanthropy partners
sugarlump family
sprinkle some sugar
sugarlump family is a place where you can dream
profile
desk
activities
resources
love + wellness
at home
up a little you. celebrate your life. and create happiness for you and your family.
set up
sweet somethings
profile (who you are) desk (command center, mail, links) character (yours and a family set) interests (your fave topics, charities etc.)
this is a section that will talk about key
my photos+videos
my friends
sugarlump topics, our fave activites etc. news at a glance.
after you have signed up for your favorite things, these will be key links to new and exciting things within the parent site. sometimes with links to the kid site.
my groups
my causes
i create
super sweet
sugarlump kids
elliot
Hammer
sugarlump shop
sugarlump family
sprinkle some sugar
profile
desk
activities
resources
love + wellness
at home
my desk: sugar bank inbox
henry
mitchell
points earned
$ amount
point key
$ plan
$70.00
clean bedroom (5) water the garden (2) put away laundry (2)
disneyland lacrosse equipment children’s cancer assoc. school clothes
kids activities home activity
henry elliot
sugar bank mom henry elliot mar
feb
jan
dec
nov
oct
sep
aug
jul
jun
may
apr
mar
feb
jan
family
link to sugarlump factory activity
my photos+videos
my friends
my groups
my causes
i create
super sweet
sugarlump kids
sugarlump shop
sugarlump family
sprinkle some sugar
profile
desk
activities
resources
love + wellness
at home
i create inbox
family
mitchell
kids activities henry elliot Hammer
sugar bank mom henry elliot family
mitch
my photos+videos
my friends
my groups
erin
my causes
sissie
i create
elliot
super sweet
henry
sugarlump kids
sugarlump shop
sugarlump family
sprinkle some sugar
profile
desk
activities
resources
love + wellness
at home
i love being a good mom. but i also love having a great time getting out and about. i just went to new york for a week and stayed at the tribeca grand hotel. it was in the perfect location to walk around soho, and was a short cab ride away from cipriani on wall street where friends from w+k and i attended the webby awards.
other news we have decided to take a return trip to wallowa lake again this summer. we had such a great time last year. photos after you have signed up for your favorite things, these will be key links to new and exciting things within the parent site. sometimes with links to the kid site.
inbox mitchell
my photos+videos
my friends
my groups
my causes
i create
super sweet
sugarlump kids
sugarlump shop
sugarlumpfactory.com promise Vision: Create a world where kids are empowered to use their compassion and creativity to make positive changes in their world and then globally. Parents and mentors help kids find their voices. Mission: V1. V2. V3.
Inspire (empower) kids and parents to care, give, do and connect. Design creative and positive experiences for kids to learn to navigate the modern world and become active citizens and for parents to engage with their kids and give them the tools to do so. Design creative and positive experiences for kids to encourage personal growth, self-expression and positive action.
What is sugarlump most passionate about? • Teaching the art of thoughtfulness • Fun and creativity with a purpose • Tapping into the inherent creativity and compassion of children • Strengthening parent/child relationships • Building our kids for the future What can sugarlump be the best in the world at? • Designing and delivering creative ways to teach kids how to navigate the modern world online and offline. • Help kids believe in themselves and know they can make a difference. What drives our resource engine? • Retail Sales • Events • Web Sales • Subscription • Downloads • Personalized Merchandise • Licensing Brand values: Compassionate, creativity, self-belief (individuality), optimisim, energetic, acceptance, potential
Who are we? Forward thinking, open-minded creatives who are committed to the development of our children and the future. What does sugarlumpfactory.com do? -Provides a personal and safe environment to encourage self-expression, participation, and tighten child-parent relationships online and offline. Give kids a voice and platform to express ideas and make changes in the world. Why does it matter? We want confident kids who believe that they can participate in making a difference in the world. Their ideas matter. What’s the ask? -Become a part of the sugarlump world. Engage with our charities who let kids become the heroes of their own lives by inventing and implementing ideas for their world. Creative designs for the modern family. Brand purpose: We exist to inspire (empower) kids and parents to care, give, do and connect (friendships) online and offline.
sprinkle some sugar about us parents sign in+ teachers
families/educators:
kids:
sugarlump factory.com
sugarlump family.com sprinkle some sugar
sugarlump family is a place where you can
profile (who you are) desk (command center, mail, links) character (yours and a family set) interests (your fave topics, charities etc.)
personalization • character builder • making your own products/merchandise • making your own cartoon w/ your character • real-life shows on your volunteering/causes • web-based programming on your stories • social networking missions/games • based on social + environmental awareness • online/offline • bring what you learn on-line through your “missions” out to the real world • strengthening kid/parent relationships • coming together on-line and off-line • gives kids a voice and a platform to make a difference in the world with parent’s help • starts kids early and grows with them • kids helping kids
profile
desk
activities
resources
love + wellness
at home
dream up a little you. celebrate your life. and create happiness for you and your family.
this is a section that will talk about key
sugarlump topics, our fave activites etc. news at a glance.
after you have signed up for your favorite things, these will be key links to new and exciting things within the parent site. sometimes with links to the kid site.
personalization • my groups • my causes • “anti-social” network • sharing only what’s important to who’s important missions • family activities • art, music, beach clean-ups etc. • online/offline • bring what you learn on-line through your “missions” out to the real world • strengthening kid/parent relationships • coming together on-line and off-line • piggy bank (smarty pig) • parents can contribute to their kids who are completing their good deeds • parents help set up a plan and can see kid’s activities to decide on rewards • money earned/saved by family can send them on a trip to build a well for clean water in an african village (for ex.)
Sugarlump Shops • Create sugarlump brick and mortar stores throughout the United States • Interactive maps let you connect with other sugarlumps. Schedule meet-ups with those who share similar interests • Create your own sugarlump projects and products • Tees, books, stationery, custom lumps, etc.
be sweet. share joy. sprinkle some sugar.
dreams come true
dreams come true
dreams come true
All of your favorite dreams can come true. Write about your wishes and put them in the back of your sugarlump pocket. Be sure to have lots of love in your thoughts and in your heart and your sugarlump will help make your dreams come true.
All of your favorite dreams can come true. Write about your wishes and put them in the back of your sugarlump pocket. Be sure to have lots of love in your thoughts and in your heart and your sugarlump will help make your dreams come true.
All of your favorite dreams can come true. Write about your wishes and put them in the back of your sugarlump pocket. Be sure to have lots of love in your thoughts and in your heart and your sugarlump will help make your dreams come true.
Interactive kiosks
be sweet. share joy. sprinkle some sugar.
dreams come true
dreams come true
dreams come true
All of your favorite dreams can come true. Write about your wishes and put them in the back of your sugarlump pocket. Be sure to have lots of love in your thoughts and in your heart and your sugarlump will help make your dreams come true.
All of your favorite dreams can come true. Write about your wishes and put them in the back of your sugarlump pocket. Be sure to have lots of love in your thoughts and in your heart and your sugarlump will help make your dreams come true.
All of your favorite dreams can come true. Write about your wishes and put them in the back of your sugarlump pocket. Be sure to have lots of love in your thoughts and in your heart and your sugarlump will help make your dreams come true.
Sugarlump Philanthropy • Join one of our favorite causes and see how you can give back. You might be small, but you can act big! • Join other kids who have the same interests as you.
You might be small, but you can act BIG.
Phase 5 sugarlump tv, web casting, vlogs • Erin as adult correspondent, Elliot is kid’s • Sugarlump lifestyle introduced
lifestyle
Phase 6 Global Expansion • Sugarlump story hour (beam light into the world) certain times/special events, times to reach global community, help other kids with no access • Sugarlump dream time (every night before bed) becomes a prayer to the world for good things • Kids communicate with each other and interact with sugarlump global maps and collective stories • Sugarlump web site, Instagram, SnapChat, and sugarlump community pages allow global communication
Global Goals • Design for the future and provide kids (and their adults) with tools of empowerment • Foster the development of confident kids and help those who need it most • Offer everyday solutions+everyday creativity • Give kids a voice and a platform to change the world • Practice and teach sustainability, social awareness and the celebration of diversity • Be rooted in personal integrity, respect for individuals and doing what’s right long term for the global community • Empower individuals and families to be active citizens and provide them with the tools to make a diff erence • Have a passion for design and innovation and use creative technology for the betterment of people • Set up a sugarlump legacy to be carried forward
Company Goals-Plan for the funding • Manufacturing 600 sugarlumps (5x5) $8.00ea: $4,800.00 • Social Media built up/maintained $8,200.00 • Instagram, Twitter, Facebook, SnapChat • Instagram feed connected to site • Sugarlump app built • Character Builder infrastructure built • Influencer kits produced+sent • Launch Event $2,000.00
Path to Growth (first 12 months)
• Send out Sugarlump influencer kits to bloggers/friends • Manufacture fleece sugarlumps, printed materials • Secure licensing/manufacturing partner • Secure digital partner • Develop new site/store/sugarlump brand values • Continue ongoing social media blitz via Instagram, Facebook, Twitter, SnapChat, Ning social network • Partner with California Baby in joint marketing venture Develop Character Builder on site 1. Create Character Library 2. Create Character Builder 3. Create Sugarlump main town • Sugarlump factory (character builder is housed here, along with a “cubbie” where all art projects are stored and later decided if they want to be produced. If the project is to be produced, money is transferred from the piggy bank.) • School/community center (teacher area) • Cartoon builder (make your own cartoon) • Library (check out books or movies) • Art studio (make your own books, cards, stickers, wearables etc.) • Photo booth (kids can do funny poses and make creations out of their pictures, and share with others, connect Instagram #.) • Sugarlump fields (tend to plants, environment) • Sugarlump pod neighborhood (all characters have a dwelling they live in. It contains merit badges for what they have achieved, their passport from the other towns they have visited, the outfits they have picked out for all of their different adventures, a bed to rest in, and a little spot for their Sugarlump to rest. The pod also has a desk where they can create their newsletter, do all their correspondence through their mailbox, and their collection of trading cards (of themselves and other sugarlump friends.) 4. Create Financial Infrastructure • Kids are rewarded for good behavior and can shop on the site. • Store your money in the “piggy bank.” 5. Establish game and interactivity structure. There will eventually be 6 servers (or towns) where the Sugarlump kids can visit. We would like to do as many as possible at the outset. Each town or server represents our 7 missions: Community, Opportunity, Energy, Environment, Health, Education, and Shelter. 6. Interaction in your real community and around the country. • What are other Sugarlumps doing/creating • Connect with other families/groups with similar interests
Dream Team Board of Directors Richard Sorenson, Regional Manager, RBC Wealth Management Jessica Iclisoy, Founder, CEO, California Baby Kim Tyacke-Burke, Director of Finance, Wieden+Kennedy Marni Beardsley, Manager, Art Production, Wieden+Kennedy Kevin Diller, Children’s Book Author, Publisher Ciaran Fitzgerald, Principal Architect, Gallagher Designs Sara LeDoux, LeDoux Public Relations Mallory Rex, Senior Graphic Designer Jessica Davis, Director of Communications, Jama Software Jenna Fallon, Global Digital Director, Yakima Products Victoria Dinu, PSU PR Student, Social Media Prodigy
Extended Financial Projections for Startup
Annual Cost Office Rental Rental/Utilities/Deposit Office Equipment & Supplies 10 Computers Color Printer B&W Printer 7 Desks 10 Chairs 10 Phones Conf Room Table/Chairs Misc. Office Files/Cabinets Misc. Office Supplies Salaries
Bookkeeper/Finance (part time) Technology Manager (part time) Programmer/Developer Research/Planner Animator Writer Producer Media Fundraiser Legal PR HR TBD - CTO* Erin - CCO TBD - CEO
Employer Related Expenses Benefits & Taxes @ (payroll taxes, health ins.) Admin Expenses Legal Business Consultant R&D Licenses/Insurance/Prof. Liability Launch Promotion Advertising Travel Bank Fees Misc. Expenses & Contingencies
TOTAL CONTRIBUTION
75,833.00
$35/sq ft
25,500.00 2,000.00 1,000.00 3,500.00 2,500.00 1,000.00 2,000.00 5,500.00 2,000.00 45,000.00
(4 pc/8 mac)
35,000.00 30,000.00 (TBD-see CTO)* 80,000.00 75,000.00 70,000.00 70,000.00 50,000.00
pc pc mac mac mac mac mac pc
80,000.00
pc
100,000.00 100,000.00 100,000.00 790,000.00
mac mac mac
118,500.00
8,750.00 21,000.00 5,000.00 12,000.00 5,000.00 25,000.00 10,000.00 420.00 5,000.00 92,170.00 1,121,503.00
25 hours 120 hours
(local $1k pp) (cross country $3k pp)
be sweet. share joy. sprinkle some sugar.