Strategic Recommendations for Blueland's Sustainable Growth and Market Expansion

Blueland, a sustainable and eco-friendly brand, faces challenges in consolidating its position in the cleaning products segment and entering the personal care market. This strategic analysis outlines key objectives, challenges, financials, and a recommendation to develop a network marketing strategy. With a focus on building a $1 billion valuation, exit strategy, and brand awareness, Blueland aims to achieve strong growth in revenue. The situation emphasizes the need for clear exit strategies and capital for future growth.

• Sustainable Growth
• Eco-friendly
• Strategic Analysis
• Market Expansion
• Network Marketing

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1. Beautifully Blueland SUSTAINABLE. ECO-FRIENDLY. NOW. smart consulting

2. Agenda Introduction & Analysis Jon Butler Alternatives & Recommendation Kaitie Collins Implementation Strategy Aidan Moores Financials & Risks Belle Steinhauer What Success Looks Like Jon Butler smart smart consulting consulting

3. Challenge How does Blueland consolidate and grow its position in the cleaning products segment and establish a position in personal care segment? smart smart consulting consulting

4. Key Issues Retail Costs Retail Costs Customer Preferences Customer Preferences Fierce Competition Fierce Competition Investor Interests Investor Interests Succession Succession smart smart consulting consulting

5. Key Objectives $1 Billion Valuation $1 Billion Valuation Build an Exit Strategy Build an Exit Strategy Build Brand Awareness & Product Reach Build Brand Awareness & Product Reach Establish Executive Office Establish Executive Office smart smart consulting consulting

6. Recommendation Blueland develop network marketing strategy to grow cleaning product and beauty and personal care segments and establish an exit strategy. smart smart consulting consulting

7. Analysis JON BUTLER smart consulting

8. Analysis Building Building the Story the Story The Internal Review Industry Analysis The Target Situation smart smart consulting consulting

9. The Situation Required 4x Valuation Capital for Growth Investor Return Hockey Stick Curve smart smart consulting consulting NEED TO ESTABLISH A CLEAR EXIT STRATEGY

10. The Situation: Financial Position Revenue (in USD Millions) 60 50 40 30 20 10 0 2018 2019 2020 2021 2022 Revenue smart smart consulting consulting STRONG GROWTH

11. Internal Review: Capabilities Founding Team E-commerce Expertise Sustainable Products Investor and Celebrity Relations Certifications Patents smart smart consulting consulting

12. Internal Review: Challenges Limited Supply Change Management No Retail Experience Serial Enterpreneur Overworked CEO Threat of New Entrants smart smart consulting consulting

13. Industry Analysis: Competition Branch Basics Concentrated Liquid -> $75 kit CleanCult Coconut Powder -> $170 kit Force of Nature Salt + Vinegar -> $80 kit CleanCult Coconut Powder -> $170 kit Global FMCG Companies Concentrated liquids + less plastic Blueland $18 Starter $2 Refill smart smart consulting consulting COMPETING ON PRICE

14. The Target: Sustainable Sam Target: Gen-Z micro-influencers Eco-friendly products Recognition from friends Natural ingredients Wants & Needs Passive income Influences TikTok & Instagram Social media followers smart smart consulting consulting

15. Alternatives & Recommendation KAITIE COLLINS smart consulting

16. Alternatives Expand into Brick & Moarter Expand into Brick & Moarter Sell to P&G Sell to P&G Establish Blueland Beauty & Grow Cleaning Product Establish Blueland Beauty & Grow Cleaning Product smart smart consulting consulting

17. Alternative #1: Expand into Retail Advantages Broadens customer reach Disadvantages Expensive due to retail demands Widely accessible Lower margins Convenient Price sensitive Very competitive smart smart consulting consulting

18. Alternative #2: Merge with Honest Beauty Advantages Aligns with green goals Disadvantages Buyer Interest Celebrity endorsed Missed opportunity to grow Loss of control of product mix smart smart consulting consulting

19. Alternative #3: Develop Network Marketing & Position to Sell Advantages Disadvantages No retail demands Consumer interest Wide consumer reach Product Advocates Large growth opportunity smart smart consulting consulting

20. Decision: Develop Network Marketing & Position to Sell Expand into Retail Merge with Honest Network Marketing to Sell Key Objectives $1 Billion Valuation Build an Exit Strategy Build Brand Awareness & Product Reach Establish Executive Office smart smart consulting consulting

21. Recommendation Blueland develop network marketing strategy to grow cleaning product and beauty and personal care segments and establish an exit strategy. smart smart consulting consulting

22. Implementation AIDAN MOORES smart consulting

23. Implementation Formalize organizational structure Introduce network marketing distribution model Launch Blueland Beauty Identify potential suitors smart smart consulting consulting

24. Activity Plan Organizational chart revamp Hire Marketing Specialist (immediately) (immediately) Develop Blueland Beauty brand Roll out of Network Marketing (6 (6- -12 months) 12 months) Ongoing support for distribution Ongoing support for distribution Grow products based on customer feedback Grow products based on customer feedback (13 (13- -36 months) 36 months) smart smart consulting consulting

25. Implementation Slides CEO COO CFO HR Director of Marketing Director of Products Director of Distribution Manager of Network Marketing smart smart consulting consulting

26. BB Blueland Beauty smart consulting

27. Blueland Pop-Ups New York San Toronto Francisco smart smart consulting consulting

28. Accessible Trusted Why NMDM Hands-on Eco-Friendly smart smart consulting consulting

29. BB & Blueland Ocean Atlantic Pacific Introductory Package Sign up 2 new consultants 10% commission on sales Monthly sales exceed $20,000 12% commission on sales Top 1% sales consultants* in North America Access to a Tesla for following year smart smart consulting consulting

30. Micro Influencers Channels Channels Following Following Accounts Accounts Instagram TikTok Youtube 50,000 1.5M Gen Z 500 - 1000 Promos smart smart consulting consulting

31. Blueland Free Scent Free Sensitive Skin Eco- friendly Alergen Free smart smart consulting consulting

32. 2026 and Beyond Blueland to explore strategic partnership with Honest Beauty with goal of acquisition. smart smart consulting consulting

33. Implementation Budget $14,620,000 to $24,750,000 smart smart consulting consulting

34. Financials & Risks BELLE STEINHAUER smart consulting

35. How much will this cost? TASK COST High Low Estimate HR - Additional Hiring and Training HR - Exectives HR Recruiting Marketing - Micro Influencers Marketing - Large Influncers Marketing - Pop -ups IT Legal $ 850,000 $ 500,000 $ 270,000 $ 3,000,000 $ 1,000,000 $ 5,000,000 $ 1,500,000 $ 2,500,000 $ 14,620,000 $ 1,650,000 $ 1,500,000 $ 600,000 $ 5,000,000 $ 6,000,000 $ 3,000,000 $ 3,000,000 $ 4,000,000 $ 24,750,000 $ 1,250,000 $ 1,000,000 $ 435,000 $ 4,000,000 $ 3,500,000 $ 4,000,000 $ 2,250,000 $ 3,250,000 $ 19,685,000 Total smart smart consulting consulting

36. Where will the money come from? External Investors smart smart consulting consulting

37. Financial Projections Sales Revenue (in 100-millions USD) 1800 1600 1400 1200 1000 800 600 400 200 0 2023 2024 2025 2026 2027 Revenue smart smart consulting consulting

38. Financial Projections Business Valuation (in USD Millions) 7000 6000 5000 4000 3000 2000 1000 0 2022 2023 2024 2025 2026 2027 Business Valuation smart smart consulting consulting

39. Risks & Mitigations Risk Risk Level Level Mitigation Mitigation Competitor Mirroring Medium Price & Value Prop Consumer Rejection Medium Monitor channels Flexibility, 3rd party authentication Well established, niche product Reputation Risk Low P&G Disinterest Low smart smart consulting consulting

40. What Success Looks Like JON BUTLER smart consulting

41. What Success Looks Like Exceed $1 Exceed $1 Billion Billion Valuation Valuation Build an Exit Build an Exit Strategy Strategy Build Brand Build Brand Awareness & Awareness & Product Reach Product Reach Well Executive Executive Office Office 2027 2027 Ready to sell Ready to sell 100,000 + Consultants 100,000 + Consultants Establish Establish Well- -oiled [green] oiled [green] machine machine smart smart consulting consulting

42. Questions? THANK YOU smart consulting

43. Contingency Plan IPO smart smart consulting consulting

44. Financial Assumptions 2022 annual sales revenue of $50 million Valuation multiple of 4X smart smart consulting consulting