Charlene DavisCalifornia Program For Entrepreneurship

Santa Clara UniversityNovember 14, 2010

www.thetablescapediva.com www.tablescapemagic.com

Overview

• ”Tablescaping” is a new business concept

• Tablescaping is decorating any flat surface

• “Go To” social media website promotes the

products

• Site provides “How To” lifestyle tips, trends

and tradition ideas

• Tablescape Magic™, a unique “niche”

tablescaping product

Issue

• Time Challenged• Creatively Challenged• Want to feel good about table• Want self accomplishment• Want guests to feel special• Need to go to several stores for

products

Tablescape Magic™Is The Answer!

Tablescape Magic™

• We empower women to do it themselves!

• Unique coordinated boxed sets

• Quickly and easily decorate for holidays, special

occasions and family traditions

• DVD teaches 3 step method so anyone can create a

custom tablescape in minutes

• Click on the link below to view infomercial:http

://www.youtube.com/watch?v=j4H_FWA2FYc

Team Diva• Diva/Charlene Davis

– Passion for families and friends gathering around the table– CPA with 28 years of business & finance experience – BS Accounting-San Diego State University

• Jeff Davis– CPA with 28 years business development, operations and

finance experience– BS Business Economics-UCLA

• Joe MacKrell– 30 years in marketing, branding and film and video production – BS Film and Video Production-Brooks Institute of Photography

• Advisory Board– Currently in discussions with:

• Leading Infomercial Executive• Retail Expert• Social Networking Expert

Who’s Buying?

Home Furnishings:• $26.2bn U. S. market • 64% between 35 and 64 years old• 13% spent on decorative items• $2.2bn target market

Industry & CompetitionTablescape Magic intersects Home Furnishing and Fabric & Craft industries.

• Home Furnishing Industry: – Projected revenue $26.2B in 2010, $29.4B by 2015. (ibisworld)– Stores include Bed Bath & Beyond Inc. and Williams-Sonoma Inc.

• Tablescape Magic is unique in today’s marketplace

• Tablescape Magic is a niche product. “…it is possible to enter a niche in this industry by offering unique products…”. (ibisworld)

Marketing, www.thetablescapediva.com

Customers

Retail

Pop Culture

Fans

Diva Site

TV Shopping

$

Revenue Streams• Direct to Consumer, e-commerce

– Internet Sales– Infomercial Sales– Women Trade Shows

• Tablescape of the Month– Subscription Revenue Model– Auto-ship Program

• Retail, Home Shopping Revenue • Advertising Revenue

Year 1

Year 2

Year 3

0

500

1000

1500

2000

2500

3000

AdvertisingSubscriptionE-CommerceRetail

Rev

enue

per

000

Operations & Development The Tablescape Diva:• Social Community Web Site is created• Diva Internet TV Channel• Tablescape Gadgets• Heritage Cookbook

Tablescape Magic™:• 5 kits developed, inventory & operations in place• Web site with e-commerce is operational• Tablescape of the month club• Expand Product Line:

– Premium– Printed Fabric – Logo…License…Sports

Financial Need and Exit Strategy

• Exit Strategy

• Sell to company with complementary product lines:• Better Homes & Gardens• Target Home• Costco-Kirkland

• Sell to Direct Sales Company…Partylite Candles, Scentsi or Pampered Chef

Inventory40%

Marketing34%

Web Dev12%

Produc-tion10%

Other4%

Use of Funds

• Financial Need: $250,000• Cash Flow Positive after 1 year

Why Us?

• Hot, New, Trendy, Niche Industry

• Right Product, Right Time

• Team to Get It Done!

Thank You

thetablescapediva.com www.tablescapemagic.com