Elliewood Katie Eisele, Allie Kelly, Andrew Kritzer, Abishek Kumar, Amanda Middlebrooks

THE SHARING ECONOMY

MILLENNIALS

The Evolution of The Sharing Economy: 80’s, 90’s and Today

OVERVIEW OF ELLIEWOOD

USER NEED IDENTIFICATION

Millennials & Sharing Rent the Runway Example

AGENDA

Company Philosophy Company Overview Category Positioning Target Consumer Profile

Needs Pain Points & Key Requirements Metrics & Target Values Process Flow Brand Strategy

THE EVOLUTION OF THE SHARING ECONOMY: 80’s, 90’s and Today

1980

1990

2000 2013

ACCESSIBLE

INSTITUTIONAL

SOCIAL

EXPERIENTIAL

3

Millennials

“Millennials aren’t just into sharing cars; they’re into sharing everything.”[4]

MILLENNIALS & SHARING

“Rent the Runway now has 3 million members and a valuation that Bloomberg estimates at $200 million. Revenue growth has reached 100 percent year-over-year in all categories, [Rent the Runway Co-Founder] Hyman said. The company has racked up $55.4 million in funding as of March, when it closed on a Series C round that included American Express, Advance Publications and Novel TMT Ventures, and established big-hitters Bain Capital Ventures, Highland Capital Partners and Kleiner Perkins Caufield & Byers.”[8]

ELLIEWOOD Everyone deserves good company

OUR PHILOSOPHY

We believe that every person can turn their house into a home.

Our mission is to help people discover the ease of entertaining, to experiment

without investing, and to design without the time. Everyone deserves good

company - and we're here to set the table.

ELLIEWOOD OVERVIEW

• Elliewood seeks to change the way that people entertain. • Elliewood will disrupt the market to meet the changing

needs of the modern entertainer – introducing expensive or hard-to-find brands to younger consumers at an accessible price point through a simple rental process.

• Elliewood aims to empower and inspire, giving customers

the confidence to invite guests into their homes for unforgettable experiences.

• Elliewood offers its target demographic access to the time

and resources required for unique, creative gatherings. • Elliewood will expose a new demographic to both

expensive and bespoke brands – allowing them to experiment without the investment.

COMPETITIVE POSITIONING

Luxury / Lifestyle Experience

Value / Mass Offering

Elliewood

Brand Key Attributes

Elliewood will disrupt the market to meet the changing needs of the modern entertainer – empowering consumers who are uninterested in the value/mass offering and unwilling to invest too heavily in the exorbitant, luxury option

• Value oriented facility • Affordable • Demands time to visit store • Themed items • Variety • Generic

• The ultimate experience • Sought-after designers, modern pieces,

bespoke design, and downtown glamour • Highly differentiated, curated offerings • Experience without the investment • Equity and access

• Value seeking, no frills • Disposable items • Timesaving

• Willing to pay an exorbitant premium

• Demands event planners, large numbers of rentals, catering

Core Consumer Needs

• Luxurious design, impeccable service and attention to detail

• Extremely expensive • Large undertaking • Rare, extraordinary occasions • Large numbers of people

• Yearning to invite friends and family into home

• Willing to experiment • Loyal following • “What’s mine is yours” • Multiple gatherings a

year

TARGET CONSUMER PROFILE

We want to bring people together around the table,

in the garden, and on a rooftop. We want to empower and inspire

women to bring people into their homes. We want to

enable ease and creativity – without the hassle and

price. We want women to be proud of and awed by

the final product. We want to change the way

people entertain.

80 / 20 female to

male member

ratio

Core consumer is

single, young professional in

median income bracket

(~50K/year)

Target consumer is savvy, expects the

highest quality experience, and

wants the same for others

Socially-driven and passionate about food,

family, friends, and entertaining

NEEDS

Host – Impress - Entertain

PAIN POINTS & KEY REQUIREMENTS

PAIN POINTS: • Time Consuming • Costly • Lack Creativity • No Space for Storage • Disparate • Lack knowledge of

items/brands Learning Element

• Lack of availability locally

KEY REQUIREMENTS: • One-Stop Shop • Affordable • Curation - Thematic • Rental • Highly Edited • Merchandised selection of

high-end, vintage, basic, and disposable

• Delivered to your door

METRICS & TARGET VALUES

• Users are willing to spend $10-$15 per person on entertaining • Users visit 2-3 stores or websites to prepare for a dinner party • Users spend 20 minutes on Pinterest and Etsy when looking for

inspiration • Users spend 1-3 weeks preparing and planning for a dinner

party • Users prefer shipping in 5 days or less

PROCESS VALUE

Plan Set up Execute Wrap up

Define purpose*

Arrangement** Serving* Cleaning

Location, guest count, budget

Seating Engaging guests*

Disposal*

Research (e.g. Pinterest)*

Ambiance** Clearing Sharing (e.g. Instagram)*

Menu Cooking Documenting Storing**

List of needs vs. haves

Procure needs

Invitations

CURATED Meticulously

Crafted, Mix of High & Low,

Vintage & New Pieces

PERSONAL

Empowering, Accessible,

Simple

SOCIAL

Pre-Launch with an Inspiration

Board; coDesigner

Collaborations

MOBILE Simple & Fresh,

Bypassing Traditional Channels

UNIQUE Aesthetic is

Vintage-Inspired

Glamour with a Downtown

Twist

BRAND STRATEGY