Charlene DavisCalifornia Program For Entrepreneurship

Santa Clara University

November 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

• www.tablescapemagic.com

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 & Competition

Tablescape 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 Revenue0

500

1000

1500

2000

2500

3000

Year

1

Year

2

Year

3

Reven

ue p

er

000

Advertising

Subscription

E-Commerce

Retail

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%

Production10%

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