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34. who is Luken & Co Pty Ltd? Luken & Co. Pty Ltd is a start up niche beauty venture based in Sydney

and founded by Cindy Luken in 2011 with the purpose of creating & marketing a single and manageable

& profitable brand, luk beautifood.

35. who will Luken & Co. be?Owner of the lukbeautifood brand, loved by woman for creating beauty

food for skin & soul; delicious pure, natural makeup made from skin loving foods. 2) Creator of theBeautifood, Beauty Kitchen & Beauty Cook concepts.Profitable solo startup biz achieving gross sales of

$250K year 1 with a net profit 20% . Ie $50K after tax (or $1000pw) ie- Stage 1 ( year 1) gsv $250K - self

funded & managed, organic growth, sell direct onlineA business built with a strong foundation & flexible

framework to easily scale up if & when desired. Iestage business growth & investment with potential to

achieve $10m gsv paStage 2 (2-3 years) gsv $1mStage 3 (3-5 years) gsv $10+m

36. Our mission is to help cultivate passionate, beautiful individuals that dare to be themselves and

follow their dreams. We will do this by inseparably intertwining food & beauty in natural and effective

beauty products with inspiring, engaging support solutions. what will Luken & Co do? (mission)

37. To develop, market & sell natural beautifood products made from the food active ingredients we

(should be) eating daily to create, nurture, & enhance beautiful skin.To begin: skin delicious make up

Later: digestible skin delicious beauty foods personal care body-beautiful products what is Luken & Cos

core business?

38. what is Luken & Cos business strategy?By outsourcing the infrastructure cost, risks and constraints

in running an office, manufacturing, warehousing and distribution, build an easy to run, scalable,

technology & marketing savvy business that focuses on building intimate and purposeful relationships

with consumers.

39. what are Luken & Cos core capabilities? Physical Assets No investment in operating fixed assets asbusiness outsources business operations. Stock management strategy minimises holding investment &

write offs whilst ensuring the customer is serviced. Aim to hold finished good stock (packaging &

materials) only.Reputation / source of authority Cindy Luken - previous business successes: Luken &

May, endorsement letters PR support, guest speaker and appearances, competitions & awards including

honorary M.Sc, Professional Associations and Boards. Experience with beauty products &

industry.Endorsements: from worldwide beauty industry managers, beauty editors & consumers

Unique, innovative brand propositionScientific alliances & advisors research, product

claims.Organisation running a streamlined operation; outsourcing logistics and manufacturing &

utilising the benefits of a virtual & serviced office. Focused, multi-skilled owner operator who believes in

transparency & flexibility to enable the value chain to work for company & consumer. Financial - Thebusiness is simple. Purchase finished goods, add margin and promote and sell. We dont have money

tied up in plant and fixtures. Sell online with pre-payment + target high profile, secure debtors and

manage creditors & debtors to keep cash flow positive. The founder can invest personal funds & as

required has access to PE investors.Intellectual Property - Building own brand & registered trademarks

in target countries. Stakeholders embrace our culture of innovation, integrity, highest standards and

customer dedication, they help manage our IP (assets) customers and brands. We are market driven;

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together we identify and create the new opportunities, this process lives inside our business. We will

have systems & operating manuals for all business areas.Technology- Is the tool that makes our business

hum. A fully integrated online CRM, E-Commerce, ERP & accounting system provides an advantage over

smaller, equally innovative SMEs. It provides information at our finger tips cheap, accurate

information in real time, on-time, anywhere, in a useable format to ALL members in our value chain.

Collaborative consumption driven via social media platform is our vehicle for intimate communication,

generating brand awareness and providing consumer insights & analytics. Sourcing packaging,

contractors & researching the market has been made cheap, easy & effective. SpellsPROFIT

40. what is Luken & Co. made of?8 Values are at the heart of what we think & doPassion: live what you

love Nourishment: good food your body & soul Individuality: believe in yourself; be free to succeed

Honesty: our word is our promise Beauty: surrounded yourself with inspiring & beautiful things, starting

with natureExcellence: be the best where best is needed Time: to do the things a mother needs to do!

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