Mentor Clinic - 5 | Eco Boon Apparels Pvt Ltd

Summary

This transcript covers a conversation about a biodegradable, eco-friendly menstrual product made from micromodal fabric, which is designed for long-term use and biodegrades in 24-36 months. The company is in its early stages, with small orders from schools, and is planning to expand into larger markets like Amazon and Flipkart. The discussion includes strategies for brand awareness, influencer partnerships, and marketing approaches, particularly focusing on leveraging a local actress with a strong PR presence. The conversation also touches on government competition, health benefits, and potential CSR initiatives to differentiate the product in the market.

Takeaways

• 😀 The product is biodegradable, made from wood pulp and micromodal, offering an eco-friendly alternative to traditional menstrual products.
• 😀 The company has not yet launched its product widely but has received small orders from schools, including a school for differently-abled children and a boarding school.
• 😀 The speaker is exploring partnerships with online marketplaces like Amazon and Flipkart to build brand awareness and increase visibility.
• 😀 The company is considering working with a local social media influencer (Prakriti Mishra), a national award-winning actress, to promote the product.
• 😀 Instead of paying the influencer a flat fee, the company could offer equity in exchange for her promotional support, creating a long-term partnership.
• 😀 A potential marketing campaign idea involves empowering women and girls to continue their activities (e.g., dance) during menstruation, highlighting the product’s leak-proof and health-safe qualities.
• 😀 The company’s biodegradable product could be positioned as an eco-friendly alternative to the government’s free sanitary napkin programs, which don't prioritize sustainability.
• 😀 It’s important to build traction and revenue on e-commerce platforms before investing in paid advertising (e.g., Facebook or YouTube ads).
• 😀 The product’s biodegradability takes 24-36 months post-use, which can be a key differentiator in marketing the product as more environmentally friendly than alternatives.
• 😀 The company should explore corporate social responsibility (CSR) initiatives related to sustainability and girl-child empowerment to align with its values and strengthen its brand image.

Q & A

What is the primary reason for choosing micromodal as a fabric for the product?

Micromodal is biodegradable, which aligns with the company's sustainability goals. It is also H-certified by various global organizations, ensuring its safety and eco-friendliness.

What is the current stage of the product and its market presence?

The company has not yet fully launched the product but has received a small order from two schools: one for differently-abled children and the other a boarding school. The second round of production is underway, with plans to expand.

How are influencer partnerships being considered for the brand?

The company is in talks with a local actress and influencer, Prakriti Mishra, to promote the brand. Due to budget constraints, they are considering offering equity instead of paying a high upfront cost.

Why is offering equity to influencers being considered instead of paying in cash?

Offering equity can be a more cost-effective solution for startups with limited budgets. In exchange for equity, influencers would have a vested interest in the long-term success of the brand.

What is the potential benefit of partnering with Prakriti Mishra?

As a national award-winning actress, Prakriti Mishra has significant PR potential. By offering her equity, the brand can leverage her influence and PR machinery to grow its visibility and sales.

What marketing strategies are being considered for the brand?

The company is considering launching the product on online marketplaces like Amazon and Flipkart, which will help build brand awareness. Advertising through YouTube and Facebook will only be considered after the product gains traction in the marketplace.

Why should the company wait before starting paid advertising on platforms like YouTube and Facebook?

Paid advertising should be postponed until the product gains market traction and there is an established online presence. It’s more effective to first build a customer base and gather data before investing in paid ads.

What should the company do to differentiate itself from competitors, especially government-subsidized sanitary products?

The company should focus on its unique selling proposition: biodegradable fabric and health benefits. While government products may be free, they aren't necessarily eco-friendly or healthy. The company can position itself as a healthier, more sustainable option in the long run.

What are the key features of the product that should be highlighted in marketing?

The product’s biodegradability (it takes 24-36 months to degrade) and its health benefits, such as preventing UTIs and other issues related to menstrual hygiene, should be emphasized.

How can the product be tested and proven to meet health and safety standards?

The product should be tested under real-life conditions, gathering feedback from users. If positive feedback is received and no health issues arise, the product can eventually gain health and safety certifications, boosting its credibility.