What is a subscription box?

• New take on established concept• Package of retail products sent to

customers on a recurring basis• Cater to a wide variety of niche

consumers – estimated 500 subscription box providers in U.S.

• Industries:– Groceries and food– Fashion, jewelry– Makeup– Petcare

What worksBirchbox:- Launched in 2010- $10 makeup sample

boxes/month- 800,000 subscribers/month- $125 million in sales in 2014- Company valued at $485

million in 2014- Retail store in SoHo, NYC

Source: Forbesipsy- Founded in 2011 by Michelle

Phan, YouTube celebrity- $10 glam bags/month- 1 million subscribers/month- $120 million in sales in 2014

Source: Entrepreneur

Customer benefits

• Discounts• Access to unique

products• Flexibility– tiers, frequency

• Professional expertise

• Convenience/minimal effort

• Element of surprise

The problem

• U.S.-based boxes don’t ship to Canada, or Canadians must spend extra $10-15 on shipping

• U.S.-based boxes don’t cater to Canadian trends• Currently very few Canadian sub boxes– Mostly groceries– No jewelry or artsy boxes

• Canadian consumer scope is limited by geographical location– Online shopping is not popular because shipping

costs in Canada are very high

Wear I’ve Been

• Jewelry, accessories, art prints• Cater to Canadian consumer– Young women (18-35)– Approx. 4.8 million in Canada

• Diversity in trends–Local artisans–Travel boxes–Ethically sourced

Key activities

Consumer experience

Key processes

How it works

Personalization

How it works (continued)

Costs and revenue

• Sourcing products• Packaging supplies• Packaging space• Contract with

Canada Post• Website hosting• Website maintenance

• Monthly subscription fees

• Advertising space in/on boxes

Challenges

• Novelty/resistance• Scope –Mass market vs. artisan–Established brands

• Lack of direct choice– Competition with online shopping

Next steps

Pre-launch in January 2016:• Get 250 pre-orders• Set up online store• Partnering with local

designers/artisans• First to market: decide price point,

first pick of artisans, cater exclusively to Canadian consumers

• Startup cost $10k

Samaa Ahmed

info@wearivebeen.comwearivebeen.com

/wearivebeen