tl;dr
Create the first Noun’s branded Fast Moving Consumer Goods (FMCG) that can be sold at almost all types of retail outlets to increase brand awareness. Nouns Wet Wipes will become a permanent item in the market after this initial investment of USD 31,450 + 2 ETH (up from USD 19,050 prop 265).
Overview
Nouns Wet Wipes!! It defends (Against bacteria & viruses)!! It protects (Against bacteria & viruses)!! It moisturizes (Dry skin)!! Now it spreads (The Nouns Brand) !!!
Goals
- Bringing Noun Wet Wipes to the masses, one pocket at a time!
- A thoughtful token to be given out during events.
- Inexpensive way of marketing the Noun’s brand to the public.
- After initial investment into print drums, the wet wipes can continuously be produced at a low cost, increasing Brand Awareness perpetually.
Details
Nothing beats the branding effect of a product that one carries around all day. Using these wipes will remind you of the Noun brand no matter where you are. Having these Nouns Wet Wipes sold near the checkout counters will definitely have an impact on brand awareness. With our custom eye catching wrapper, you just can’t miss it!
In our first prop we left out a lot of information which we thought (at that time) wasn’t really important or just minor details. We apologize and we have added them into this prop.
WHY WIPES?
- It's one of the common things you would carry around such as your keys, wallet, phone and sanitiser. A reminder of the Noun’s brand whenever you use it!
- Economical to give away during events. Has utility so won’t be thrown away once you get home from the events.
- Small enough to be easily displayed at the Checkout counters for maximum exposure.
- Have enough space on the back of the item to incorporate a qr-code.
- Something our team has experience working with!
PACK SIZE 8’s Consideration
Why 8’s?
- This is the pack size that most will carry around. Unless you have a baby then a bigger pack size is required during diaper changes, but we are not doing that here… yet!
- This is the pack size that takes up little space so it can be displayed at the checkout counter.
- Checkout counter sales are mostly ‘impulse’ buys and thus less price sensitive. As you move up the pack size, customers become more price sensitive. We have not reached scale production, therefore we cannot produce them at the lowest cost possible and thus need to target the less price sensitive range.
- Lowest cost to be given out at events.
Marketing Considerations Initially we weren’t planning on asking for a big marketing budget, however it seems to be one of the biggest reasons for rejection of prop265.
Our initial plan Sell into retail outlets at cost to proliferate. We know (from sales data, can’t share where from sorry >_<) that wet wipes average sales per month at checkout counters (or POS = Point of Sale as we call it) are around 30 packs per month. We have (110 cartons x 144 packs) 15,840 packs to sell off.
- It will take 528 POS one month to sell off.
- Or 44 POS per year.
- 44 POS = 22 retail outlets with a minimum of 2 POS each.
22 outlets is a very, very doable number just with our contacts alone, but it will take ONE YEAR’s time without any additional marketing funding. As some suggest we sell out in a shorter time frame, we shall therefore request a budget for marketing.
New Marketing Initiative
Goals
- To sell all wet wipes in ONE MONTH. Based on healthcare retail data, a distribution chain of 200 outlets yields close to $150 million in total revenue per annum. Through our networks, deploying to 110 outlets on day one is possible. That way, our product holding period will be kept to a minimum (< 30 days).
- To incentivise the outlets to let out prime retail shelf space, we developed an extra budget to “rent” their prime-est location, which is their point of sale (POS) aka cashier counter location to display our impulse purchase / daily necessity item. Making it easier to reach the customers.
- To boost the nounish branding and create a movement. Leveraging on the power of social media and the attractiveness of prizes.
‘Sell Out’ in 1 Month Ideally, the wipes should be sold out within a month. With our current contacts, we should be able to ‘sell-in’ to 120 outlets nationwide but to further increase exposure, we will be renting prime space within the retail outlets.
‘Renting’ Prime Space - Cost USD 6,000 We will pay for prime POS display space at certain higher volume retail outlets to greatly increase exposure. 3-month’s display will only cost around USD 60 per POS space (thanks to its small size). We plan to ‘rent’ 100 prime POS display spaces which would cost USD 6,000.
Example of prime retail space circled in red
The moment we sell 80% of the wipes, we would make another batch. No cost to the DAO as it will be paid for from the sales of the first batch. This Prop is self sustaining and will continue to proliferate the Nouns Brand as long as we sell out and make new batches.
Social Media Marketing - Cost USD 650 + 1 Carton of Wipes The main objective of the marketing campaigns is to reach the local and online population rapidly and encourage community participation to proliferate the nouns brand.
- Like & Share incentive: This campaign will be targeted at our retail partners, to share our content to their network, at a small incentive of $50 per quarter. (Limited to 10 participating partners)
- Video creation incentive: We will run an online 10 second video format contest for everyone to submit, and we will pick a winner and reward them with a $50 prize. (One per month for 3 months)
- One carton of wipes will be set aside as the prizes for fun contests such as “Spot our Wipes in the Wild”, Fun Photo Submissions for customers who bought the wipes and uploaded in social media, etc.
Design Considerations Again initially we weren't going to spend much on design since it was going to be a minimum viable product (MVP), design would just increase the initial cost as well as the running cost of the product. Our experience with wet wipes was that as long as it had an eye-catching color and the word ‘wipes’ was visible, it would sell at the POS counter. Packaging design was low on our list of priorities. A quick search on Amazon would reveal that the best selling wipes have a simple and minimalistic design.
Original wrapper design from Prop 265
The original wrapper’s simple design (F) and single color was chosen with the costing of the print drum in mind. Every color we add to the wrapper increases the cost of the print drum significantly.
However the DAO has spoken. A minimum standard of design must be followed as hot.4156.eth replied in the vote, and so we shall deliver. We shall set a high bar for these wipes and our future product development designs.
We will increase the number of colors for the design of the wrapper from 1 color in Prop 265 to 5 colors. We will be asking for funding for 5 colors, if however the chosen design has less than 5 colors, the extra funds would be sent back to the DAO treasury.
Design Contest Link We have received input from some very helpful friends and the community that design cost may spiral out of control and that the results are still not guaranteed. So as to not go overboard with the design budget while retaining control over how much we pay, we have opted for a ‘Community Design Contest’ style of choosing and paying for the design.
Payment will be fixed at 2 Eth for the designs of the wipes. Since there are 4 components of the design that are required for wipes we think it’s fair for the winning design to receive 1.5 Eth while 0.5 Eth will be split among the top 2-5 designers. The four parts of the design.
- The wrapper
- The flap
- The box for holding 12 packs
- The 3D mockup of the product
The Contest Judges The judges of this contest would be the DAO itself so please choose which design you like best and let us know in the ‘Reason’ section when you vote. We will also take into account ‘Against’ votes if you did choose the design you like. 1 noun 1 vote.
Distribution to Nouns DAO Events
39 cartons of the wet wipes will be reserved for the events Nouns DAO has committed to attending (example: PROP 206) as well as future events that require merch to be given out. We will collect USD 5000 as shipping for this purpose, any leftovers will be returned to the DAO. If there’s a shortfall, the event organizers can pay the shipping to get it.
Specifications
Each Pack will consist of 8 pcs of fragrance-free antibacterial wet wipe.
- Wipes size: 150mm x 140mm
- 12 packs in a Display Box
- 12 boxes in a carton. Each carton contains 144 packs of wipes (8pcs)
- Minimum order quantity (MOQ) for each run is 150 cartons.
- Ingredients: Aqua, Propylene Glycol, Polyaminopropyl Biguanide, Polysorbate 20, Benzalkonium Chloride, Aloe Barbadensis Leaf Juice, Tocopheryl Acetate and a bit of Nounishness ⌐◨-◨
Wet wipes will be manufactured by our vetted local manufacturer in Malaysia which are certified GMP ISO 22716:2007 & QMS ISO 9001:2015
Costing
- Design cost ------------------------------------------------------- 2 ETH
- Marketing cost a. ‘Rent’ prime POS for maximum exposure—----------------- USD 6,000 b. Social media marketing —------------------------------------ USD 650
- Print drum for nouns sticker design (one-time cost) ---------- USD 2,000
- Custom wet wipes wrapper print mold (one-time cost) ------- USD 8,500
- Display Box mold -------------------------------------------- USD 1,500
- 150 cartons of wet wipes (USD 52 per carton) ---------------- USD 7,800
- Shipping to 20 events around the world (2 cartons each) ----- USD 5,000
Total USD 31,450 + 2 ETH
Print mold and drum prices increased from Prop 265 due to increased complexity and the number of colors of the designs. Printing costs also increased due to the increased colors thus increasing cost per carton from USD 49 to USD 52.
Team Remuneration
We plan to set the Recommended Retail Price of below USD 1 while making it worthwhile for retail outlets to sell. Our team will take the net proceeds (after deducting warehousing, logistic and distribution costs) from the sales of the 110 cartons (40 cartons reserved for events) as remuneration. If we don’t sell, we don’t get paid!
Future orders of this current design Noun wipes will cost significantly less as we already have the design and mold for the packaging. Should anyone require more Noun Wet Wipes, please contact us.
Who are we?
Noun 587 is a pharmacist by training, entrepreneur at heart. Started his own practice in 2015, grew and expanded the business before selling it off in 2022. Experience in retail and analysis of FMCG products.
Noun 426 - Crypto enthusiast, NFT Lover, Strong believer in DAOs. Currently working as COO of a retail chain.
Without Further Ado, let's check out the designs we received
Design (A) by SkipperLee
Londrina font
Nounstown font
Display Box
3D Mockup
Design (B) by Zylag
Only the 3D Mockup was provided and here it is...
Design (C) by Victor
3D Mockup
Display Box
Design (D) by 0xaprilia
3D Mockup
Display Box
Design (E) by Kemodoge
3D Mockup
Display Box
Design (F) the original design from Prop 265
Some designs that did not fit the criteria but definitely worth a mention
Please VOTE and PICK the one you like
Thanks for reading till the end, you are awesome!!!