Mission

Bring Mella warmers to market to support industry professionals in their day to day job. Spark a revolution in the beauty industry to update seemingly forgotten elements we work with every day. Evolve and expand these updates used on Mella to be applied to multiple areas and equipment in the salon and beauty industry through licensing rights.

Objectives over the next four months
September 2019 – December 2019

Product
Bring The Mella Warmers to market.  Complete component sourcing, replacement and testing.  Finalize basic mobile application functionality and connectivity.  Preparation for UL or ETL testing pre-launch.

Development
Complete UL or ETL testing and listing.  Resolve any unforeseen issues with initial launch for forward production. Define complimentary products. Define direction with The Mella Brand, avenues to expand and apply features to other equipment in the industry. Develop expansion plan.

People
Assemble additional team members to support expansion.  Recruit high level software and hardware expertise to handle large growth.  Evaluate overall team members and identify areas that need support.

Planning
The following pages contain a preliminary business plan designed to present the overall picture.  A full operating plan and budget will be worked out by November 2019.

Product: The Mella Warmer for wax and/or sugar hair removal products

THE PROBLEM
CLEANLINESS.  All warmers on the market are made of plastic or metal.  Wax drips onto the warmer and over time is impossible to clean off completely. Leaving your warmer looking unsanitary, dingy and old.
TIME. All warmers on the market take 20-30 minutes to heat up.  Employees and salon owners must arrive 30 minutes early just to turn on the warmer to be ready for the first client.  Some salons take the safety risk of leaving the warmer on overnight to avoid coming in early.
APPEARANCE. All warmers on the market even brand new aren’t very attractive.  This industry is built on appearance yet our equipment is outdated and unsightly detracting from the over client experience.

THE SOLUTION
CLEANLINESS. Mella has a silicone skin that covers the entire outside of the machine.  Silicone acts like human skin and is naturally non-stick. Clean-up of any type of wax or sugar is easily cleaned off leaving the warmer looking brand new every day with ease. No need to buy a new machine when it starts to look old, just get a new skin.
TIME. Mella has an integrated Mobile App that allows the employee and/or salon owner to turn the warmer on and off remotely in two modes.  Schedule Mode allows you to schedule the warmer to turn on and off according to regular salon hours.  Manual Mode allows for on the fly control. Both modes eliminate the need to pay employees extra time to get there to turn machines on.
APPEARANCE. Mella has a sleek, simple and sophisticated style that only adds to the client experience.  Remember the skin?  There are 6 color choices to blend even better with the salon décor.

Mella is also the only warmer that accommodates both sugar and wax temperature ranges.  There isn’t another warmer on the market that can heat both products.

Market
We intend on focusing Mella warmers on professional salon equipment.  This means any size hair salon, esthetician salon, nail salon, barber shop, beauty school etc.  There are over 1 Million licensed professionals in the U.S. { https://en.wikipedia.org/wiki/Cosmetology }

For decades the warmers that heat the wax and sugar products that professionals use for hair removal have not been updated. High end salon chains like Gene Juarez to small one person salons like myself have had no other choice of what to purchase.  These warmers are so outdated some have gone as far as to build walls to hide the warmers behind them.  Some salons don’t even offer these services because the warmers are not attractive enough to be on their counter in client view.

Patents and Other Rights

NON PROVISIONAL UTILITY PATENT
USTPO Number 29/603-415

TRADEMARK
USTPO Number 87399124

UNCOMPLICATED OWNERSHIP AND TEAM
April Bartlett – Founder and 100% owner of all Intellectual Property.  Esthetician and Salon Owner of WaxyMoon.net for 10 years.  Previously Series 7 licensed financial services professional for 15 years.

Chris  – Electrical Engineer, University of Washington

Kyle  – Full stack application developer.  Ruby on Rails, C#, Arduino, Express Js, Vuex, JavaScript, Vue.js, Java, Node.js, Firebase.  Bachelor of Science, Computer Science Rochester Institute of Technology

PENDING HIRE
DA International Group – Full product development, product management and distribution company.  They have local offices in SoDo.  I’d be hiring this highly qualified team to manage the ETL/UL listing, everything needed to complete the first production run to ready to sell status.  I have a contract in hand that has been reviewed and revised by contract lawyers. 

Appendix A – Costs and projections

Product:

         Mella 1.0 – Current device qty 1000
         Mella 2.0 -  Current device qty 10,000 in Year 1
         Mella 3.0 – Current device qty 90,000 in Year 2

Direct Materials Costs

                           Mella 1.0              Mella 2.0              Mella 3.0
Production           $16k (Already have)     $250k                  $1.8MM (estimate)
                        (Need to replace some
                        components and make adj for
                        UL or ETL compliance)

Other Parts
Packaging            $0 (Already have)        $30k (Have 4k boxes)    $80k
Assembly             $10k                    $TBD                  $TBD
ETL/UL Cert      $10k                    $0                        $0
Shipping              $8k                     $5k                      $5k
DA Int’l Fee         $15k                    $0                       $0

Subtotal               $43k                    $35k                    $85k
Total Material      $59k                    $285k                  $1.885MM

Ave Retail Px       $100k                  $1MM                 $9MM

Appendix C - Opportunities in queue

Melissa Isaacson – Owner of M Spa Beauty Supply – Olympia WA
Melissa and I have met several times, she wants to carry Mella in store.  I was the featured guest at her anniversary event, 50% of attendance purchased Mella on Pre-Order

Karin Noll – Owner of Keko Sugar Co – California
Karin has already started collaborations with Mella.  Created a smaller sugar container that fits.  She invited me to be in her booth at a large international trade show September 8-9 2019.  I believe a couple hundred pre-orders will come out of the trade show riding the coat tails of a known brand that won “best of” award last year at the same trade show.

Olivia Brown – Owner of Seattle Sugar – Edmonds WA
Olivia and I have met regarding her launch of post beauty school program to help new technicians launch their businesses.  Set up like a franchise to buy supplies, business materials and business licensing process etc.  Olivia would like Mella warmers as the warmer included in the Supply Kit.

Michele Pelafas – Pelafas Spa Interiors – Chicago IL
Michele and I have spoken and communicated about Mella warmers.  She would like to be able to recommend them and put them in her catalogue.

Cirepil Wax / Perron-Rigot
We have a lengthy email thread regarding replacing their “happy wax mug” with Mella warmers.  This company is one of the top wax companies that sadly has a terrible wax warmer option.  They are interested.

Other Solid Leads:
1. Instagream “influencers” waiting for a sample to post reviews
2. Actual Paid Pending Orders
3. George Learned CEO of Salon Services (large beauty supply) invited me to their corporate offices to discuss.  I need to be ready for further talks.
4. Waxing the City Salons owned by Anytime Fitness – I have contacts I’ve been pending until I’m ready to fulfill orders.
5. Very little social media efforts, but even so there’s over 200 followers and buzz.  One post has over 700 likes.