1. Transforming the way you see the world
Andrew Nguyen • Christopher Ploetz • Melissa Woolfrey
*LiquaLens
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2. *Mission Statement
LiquaLens provides a radical alternative to help the world see
better by transforming liquid eye drops into prescription
contact lenses. The innovation of LiquaLens offers a stress-
free, cost-effective, and highly accessible solution for
everyone.
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3. *Product Description
*Start each day with one
drop that becomes a
prescription contact lens.
*Experience the most
breathable and moisturizing
lens on the market for
unrivaled all day comfort.
*Contact is naturally
absorbed by the eye with a
removal drop or after 48
hours.
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4. *Market Potential
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Market Potential
United States 230 million
Worldwide 4.5 billion
Vision Correction Industry $20 billion
Bausch+Lomb $3 billion

5. *Target Market
*Initial Target Market
*Women ages 18-34
*$55K+ annual household income
*Secondary Markets
*Anyone needing vision correction
*Medical applications
*Cosmetic use
*Global market
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6. *Porters 5 Force Model
*Lasik surgery
*Glasses industry
*Contact lenses
Threat of
Substitutes
Supplier
Power
Potential
Entrants
Buyer
Power
Industry
Rivalry
*Alcon
*Johnson & Johnson
*Cooper Vision
*Supplier exclusivity
*Strong vendor
relationships
*No switching costs
*Price sensitive
*High barriers to
entry
*Brand recognition
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7. *SWOT Analysis
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Strengths
• Portable
• Easy to Use
• Cost-efficient
• Comfortable
Weaknesses
• Product loyalty
• Aversion to change
Opportunities
• Global Markets
• Medical
Applications
Threats
• Competition
• Technology (Google
Smart Lens)

8. *Promotion:
Creative Brief
*Product Concept: A liquid eye drop that transforms
into a prescription contact lens.
*Objective: Create awareness of new product among
60% of primary target market within six months.
*Positioning: Product positioning focused on the
added value LiquaLens provides.
*Target Audience:
*Women 18-34
*Household income of $55K+
*Who need vision correction
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9. *Creative Brief:
Media & Media Vehicles
*Sales Promotion
*Optometrist offices
*Direct mail
*Referrals
*Online
*Website
*Social media
*Online advertising
*Email marketing
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10. *Creative Brief:
Message Guidelines
*Unique Selling Proposition: LiquaLens provides the most convenient
and comfortable way to see the world with new clarity.
*Support for USP
* All day comfort
* Convenience
*Other Verbal Guidelines
* LiquaLens simplifies the daily routine
* Increases comfort level
*Non-Verbal Guidelines
* Look comfortable
* Fresh faces
*Personality
* Stress free
* On-the-go
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11. *Pricing Strategy
*Market penetration based pricing strategy
*Make it accessible
*Threat of substitutes
*First-mover advantage
LiquaLens Daily Contact
Lenses
Daily Toric
Lenses
Biweekly Contact
Lenses
$30 $30 $60 $20
Price Monthly Cost Comparison
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12. *Income Statement
Income Statement (In Millions)
Gross Revenue $3,000.00
Cost of Goods Sold $690.00
Gross Profit $2,310.00
COGS Ratio 23%
Gross Profit Ratio 77%
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13. *Break Even Analysis
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Fixed Costs $1.7 billion
Contribution Margin 77%
Current Annual Sales $3 billion
Break Even Point (units) 1 36.4 million
Break Even Point (dollars) $2.2 billion

14. *Distribution
*Optometrist offices
*Direct sales
*Online retailers
*Third party vision retailers
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15. *Questions?
Thank You
from the
LiquaLens Team
Andrew Nguyen
Christopher Ploetz
Melissa Woolfrey
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16. *References
* Hoover's Company Records - In-depth records. (2014). LexisNexis Academic.
Web. Retrieved 20 December 2014.
* Hoover's Company Records - In-depth records. (2014). LexisNexis Academic.
Web. Retrieved 20 December 2014.
* First contact. Professional Engineering [serial online]. March 22,
2000;13(6):8. Retrieved 20 December 2014 from Business Source Premier,
Ipswich, MA.
* Kamp, J. (2007). Wall Street Journal Earnings Digest: Bausch & Lomb's
earnings still reflect impact of recall. Retrieved 20 December 2014 from
http://search.proquest.com/docview/399091934?accountid=14971.
* Pfizer Inc. (2014). PFE Annual Income Statement.
* Product Usage. Eyeglasses and Contact Lenses - US - September 2013. (2013).
Retrieved 20 December 2014 from
http://academic.mintel.com/display/677668/.
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