Company DescriptionPure Leaf Beauty is a part of the health and wellness spa industry, and the beauty industry. The Company offers massage, skin treatments, facials, body hair removal services, and hair styling services. It also offers an extensive product line of 20 all­natural, skincare products. These products include therapeutic oils, bath soaps, salts, lotions, creams, and facial masques.

Pure Leaf Beauty will use a questionnaire that will be developed by dermatologist to do a skin test on customers. Conducting a skin test will enable Pure Leaf Beauty to provide the right products with the right ingredients to each and every customer. The products will be tailored to each customer's needs, as well as to their skin type. Utilizing a dermatologist developed skin test will enhance the customer's experience with the Company.

Pure Leaf Beauty is based out of Garden Grove, CA. The Company was founded by Darrell Richard in January 2015. Mr. Richard brings extensive business experience from owning a construction company and non­profit organization that rescues women and children from human trafficking. Pure Leaf Beauty will partner with Samantha Nguyen of Samantha Designs, a cosmetic business of 7 years.

Goals and VisionPure Leaf Beauty is to provide pure and natural ingredients without additives in them.Additionally, the Company also hopes to: Make pure and natural products that anyone

can use that are hypo­allergic and won't irritate the skin

Offer an extensive product line Have diverse sales channels to reach target

markets

ProductPure Leaf Beauty offers several upscale spa and salon services, and manufactures and produces amazing natural skincare products.

Pure Leaf Beauty’s service and product offerings include:

Massage Services Massage Enhancements Facial Enhancements (body hair removal) Facial Services Salon Services

Additionally, Pure Leaf Beauty will manufacture and retail homemade natural skincare products.

Investment HighlightsAccording to Statista the revenue of the U.S. beauty industry is estimated to amount to about 62.46 billion U.S. dollars in 2016. The beauty industry today encompasses far more than cosmetics and skin care products, though they are still a significant portion of the sector. A wide range of services and products are available, and the beauty industry now also encompasses hair styling and hair removal, nail and tanning salons, massage parlors, shower and shaving products, perfumes, colognes and more.

Major providers of spa services are day spas (about 80 percent of locations); resort and hotel spas (10 percent); and medical spas (10 percent). Other providers include club spas, mineral spring’s spas, and destination spas. Day spas include hair and nail salons with "spa" in the name that may offer a few traditional spa services. Medical spas focus on services provided by health care and licensed professionals, such as massages, Botox injections and laser hair removal. Destination spas offer lodging and a specific health regime, such as weight loss or detoxification programs. Pure Leaf Beauty offers day spa and health and wellness spa services. Pure Leaf Beauty also manufactures and sells natural skincare products. Furthermore, projections for Pure Leaf Beauty reflect an increase during the next three years, from $2,772,000 to $5,433,120.

EXECUTIVE SUMMARY ­ 10586 Garden grove Blvd., Garden Grove, CA 92843 ­ (949) 287­6203

- 917-935-9010

Pure Leaf Beauty

Strategic Management and PlanningPure Leaf Beauty's strategy is to implement aggressive marketing locally to get business for the spa, as well as to network within the community. Pure Leaf Beauty will also provide excellent service at affordable rates. Additionally, the Company offers amazing, all­natural skincare products that are uniquely tailored for its customers via a dermatologist developed, skin test.

Marketing StrategyPure Leaf Beauty knows that 80% of consumers try new things based on suggestions, so word­of­mouth is a very important marketing tool for the Company. Additionally, making products based on ingredients (grapeseed, coconut oil, sunflower oil, etc.) that everyone is familiar with will aid the Company in selling its all­natural skincare items globally. Pure Leaf Beauty's other marketing strategies include social media marketing via Main Stream Hub, who will create campaigns and do branding for the product line. The Company will also do very targeted marketing through online, print, and broadcasting channels to reach customers for its day spa services, as well as customers interested in its all­natural products. Pure Leaf Beauty's goal is to provide exceptional service to its customers. The Company knows what each customer needs and aims to satisfy them; thus the marketing strategy will engage and motivate the audience to choose them for day spa services or buy products from Pure Leaf Beauty because its amazing skincare items guarantee results.

Target Market Segment Pure Leaf Beauty's local market will primarily target potential clients for its spa and salon services

located within the Garden Grove, CA area. The secondary market will include visitors staying in a local hotel. However, for its natural skincare products, Pure Leaf Beauty will utilize online marketing techniques to target and sell its products to a national and global market.

Pure Leaf Beauty will utilize the methods below to reach its target market:

Collect as much demographic data as possible on potential area service users to assist management in creating both immediate and long­term plans for reaching out to this market segment.

Formulate and adopt additions and/or revisions to the marketing strategies within this Business Plan once sufficient demographic data has been gathered.

Management must keep in mind that making the masses aware of the Company is far more difficult and expensive than working with an existing user base. Management must take particular care in making certain marketing dollars are wisely spent since funds are limited.

Construct a sophisticated website that highlights the benefits of choosing our Company and its services.

Competition and Buying PatternsWhen it comes to skincare products, Pure Leaf Beauty currently has no competition, because the Company provides a skin test created by dermatologist. This allows customers to only purchase products that are right for their skin. Furthermore, Pure Leaf Beauty's products are all natural and contain no toxic chemicals. The Company will compete with local day spas by offering high­end salon and spa services at affordable prices, with excellent customer service. The goal is to fulfill client's demands because it will aid in generating future business. The owner of Pure Leaf Beauty is affiliated with reputable doctors, chemist, biologist, business owners, and licensed professionals within the beauty industry.

Strategic Alliances Pure Leaf Beauty has a partnership with Samantha Nguyen of Samantha Designs, which is a cosmetic business of 7 years. Ms. Nguyen has extensive experience in manufacturing natural skincare products and is assisting Mr. Richards in

Sales

Gross Margin

Net Profit

$0

$500,000

$1,000,000

$1,500,000

$2,000,000

$2,500,000

$3,000,000

$3,500,000

$4,000,000

$4,500,000

$5,000,000

$5,500,000

Year 1 Year 2 Year 3

Highlights

Pure Leaf Beautyestablishing the Pure Leaf Beauty product line. He will also work with Mark Palumbo, who runs Pasadena Biotech Collaborative, a distribution Company that will assist in distributing the skincare products. Other alliances include working with Juliana Barba PH.D., who is the CEO and Chief Scientific Officer at Pro Genetic Laboratory, and is the former Assistant Professor at Department of Medicine (Hematology­Oncology Division), UCLA School of Medicine; and former Director of Research & Development at MEDomics Biotech Co. Additionally, the owner of Pure Leaf Beauty is working with Kang Hsu, a biotechnology professional who will serve the Company as a scientist, business and biotech advisor.

PersonnelDarrell Richard’s solid managerial and organizational skills, as well as his strong leadership qualities will aid him in running his day spa and beauty business effectively. Mr. Richard will hire technicians and staff to handle the duties at the laboratories. For the day spa, he will hire licensed staff, as well as laborers, and front desk/cashier to handle the administrative duties.

Most employees at the salon are licensed, contract massage therapists and stylist. The employees are 1099 and get paid 100% commission. This alleviates huge overhead for salaries as employees are only paid when sales are generated.

A front office person for the salon will be hired as well as 6 laborers. As for the laboratories that will produce the skincare products, there will be 6 managers, 4 supervisors and 180 employees.

Financial ProjectionsSales Forecast

Year 1 Year 2 Year 3SalesSpa/Salon Services

$396,000 $554,400 $776,160

Skincare Products

$2,376,000 $3,326,400 $4,656,960

$0 Total Sales $2,772,000 $3,880,800 $5,433,120

Direct Cost of Sales

Year 1 Year 2 Year 3

Spa/Salon Services

$59,400 $83,160 $116,424

Skincare Products

$399,996 $559,994 $783,992

Subtotal Direct Cost of Sales

$459,396 $643,154 $900,416

Profit and LossPro Forma Profit and Loss

Year 1 Year 2 Year 3Sales $2,772,000 $3,880,800 $5,433,120 Direct Cost of Sales $459,396 $643,154 $900,416 Total Cost of Sales $459,396 $643,154 $900,416

Gross Margin $2,312,604 $3,237,646 $4,532,704 Gross Margin % 83.43% 83.43% 83.43%

ExpensesPayroll $999,996 $1,019,996 $1,040,396 Marketing/Promotion $36,000 $39,600 $43,560 Depreciation $0 $200,000 $200,000 Electric $21,432 $23,575 $25,933 Gas $17,544 $19,298 $21,228 Equipment $500,004 $550,004 $687,506 Water $6,000 $6,600 $7,260 Miscellaneous $84,000 $92,400 $115,500

Total Operating Expenses

$1,664,976 $1,951,474 $2,141,382

Profit Before Interest and Taxes

$647,628 $1,286,172 $2,391,322

EBITDA $647,628 $1,486,172 $2,591,322 Interest Expense $0 $0 $0 Taxes Incurred $194,288 $385,852 $717,396

Net Profit $453,340 $900,320 $1,673,925 Net Profit/Sales 16.35% 23.20% 30.81%

Financial Need and Use of ProceedsPure Leaf Beauty is seeking up to $5,000,000 in debt or equity funding which will be used for the purpose of a building as well as equipment, hiring licensed personnel and salon staff, covering lab testing expenses, covering product development expenses, covering all of its marketing needs, and covering the overhead and operating expenses.

Investment ConclusionPure Leaf Beauty is poised to become a highly regarded resource to the public. The Company has excellent potential to succeed, however the first step is to raise capital, which will be used for further development of the Company. The second step for Pure Leaf Beauty is to implement its Business Plan, and the third step is to launch its products and commence the revenue phase. Providing that all of these steps are achieved in a timely and orderly fashion, Pure Leaf Beauty should be able to achieve success for many years to come.