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WWW.IMERCHANDISEAPP.COM
www.imerchandiseapp.com
CEO: DAVID SECUL
2014
iMerchandise
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Executive Summary
1he apparel lndusLry has global sales of over $2 Lrllllon. ?eL lLs sLrucLure has changed llule ln Lhe lasL
mlllennlum. 8uL now Lhe lndusLry ls nally embraclng Lechnology Lo address lLs lnemclencles.

Cne of Lhe ma[or problems ls Lhe vasL number of Sku's resulung from a huge number of producLs avallable ln
muluple slzes and colors. Add Lo Lhls Lhe ephemeral naLure of Lhese producLs - sLyles change quarLerly (ln some
secLors even more frequenLly) and lL can be seen LhaL Lhe lndusLry has boLh an lnvenLory problem and a daLa
problem. Several recenL sLarL-ups have auempLed Lo address Lhls problem aL Lhe wholesale level. 1hey all
address Lhe wholesale problem and vlew Lhe brands as Lhe prlmary revenue source.

lMerchandlse dlers from Lhese auempLs ln Lwo fundamenLal ways:

o 8aLher Lhan seeklng revenue from Lhe several Lhousand brands we lnsLead see a rlcher source of revenues
by focuslng on Lhe hundred's of Lhousands of reLallers - some large buL many small buslnesses sLruggllng
Lo cope wlLh Lhe vasL complexlLy of Lhe lndusLry.
o rovldlng Lools LhaL do noL [usL faclllLaLe Lhe process of orderlng lnvenLory buL also Lhe process of
markeung Lo cusLomers

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Strategy
1he sLraLegy ls Lo address all elemenLs of Lhe supply chaln from Lhe brands Lo Lhe reLallers Lo cusLomers.
Powever Lhere wlll be a parucular focus on Lhe reLaller as Lhey are cenLral, mosL numerous (noL counung Lhe
end consumer) and currenLly Lhe mosL challenged by Lhe changes occurrlng ln Lhe lndusLry.

Pow can Lhe reLaller sLay relevanL when LhreaLened wlLh dlslnLermedlauon as Lhe brands explore dlrecL Lo
consumer sales wlLh consumer dlrecLed web slLes? rlmarlly by emphaslzlng Lhe prlmary value Lhey add Lo
Lhelr cllenLs - advlce based on Lhelr personal LasLes (and slzes). lMerchandlse provldes Lools LhaL, ln addluon Lo
faclllLaung Lhe process of orderlng from Lhe brands, also enables Lhem Lo Lrack Lhelr cllenL LasLes, slzes and
prlce preferences. 1hey can posluon Lhemselves as noL [usL Lhelr local apparel shop buL also Lhelr
represenLauve aL Lhe runway and Lrade shows looklng for pleces LhaL mlghL lnLeresL Lhem. As well as capLurlng
Lhelr preferences ln an lnlual quesuonnalre Lhe sysLem also Lracks Lhelr purchases Lo bulld an lncreaslngly
sophlsucaLed daLabase of cusLomer preferences whlch ls condenual Lo Lhe reLaller alLhough lMerchandlse
reLalns Lhe rlghL Lo complle aggregaLe lnformauon LhaL Lhey make avallable Lo Lhe reLaller so Lhey can boLh
benchmark Lhelr performance and observe broad lndusLry and LasLe Lrends.

8y bulldlng Lhls sLyle daLabase lMerchandlse bullds a powerful posluon ln Lhe lndusLry and becomes an advlsor
and daLa provlder Lo boLh Lhe brands and Lhe reLallers.

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The retail perspective
1he reLallers are concerned abouL Lhelr ongolng survlval parucularly durlng Lhls challenglng economy. 1helr
parucular concerns lnclude:

o keeplng abreasL of Lhe laLesL changes ln sLyle when Lhey have a llmlLed or zero budgeL for auendlng Lrade
shows and runway shows
o 1he lead ume ln orderlng lnvenLory
o Managlng Lhe order process wlLh Lhe brands
o 8rlnglng LogeLher garmenLs and accessorles Lo lllusLraLe a 'look'
o Pelplng cllenLs ln Lhe sLore nd cloLhlng Lhey llke and buy
o upselllng from Lhe lndlvldual purchase
o 8eachlng ouL proacuvely Lo cllenLs Lhrough emall and soclal medla
o 1racklng lnvenLory
o lnLegrauon wlLh oLher sysLems such as accounung sysLems llke Culck8ooks and LlghLspeed
o Creaung an eShop
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The Problem
Lvery fashlon wholesale buyer has Lo see and feel Lhe producL before orderlng. ln addluon Lo Lhls
lssue, Lhe reLaller needs Lo sLay on Lop of Lhe pyramld by ldenufylng new 8rands and keep peace wlLh
Lhe new Lrends. AlmosL all meeungs and Lransacuons happen aL lashlon 1radeshows and few happen
onllne wlLh no real conLacL of Lhe 8rand or lLs producLs.

So Lhe real problem ls Lhe lnvenLory process whlch nowadays looks llke Lhls:

1. 8eLaller auends 1radeshow.
2. 8eLaller meeLs 8rand 8ep who showcase Lhelr collecuon + presenL producL caLalogue.
3. 8eLaller Lakes phoLos and noLes Lo creaLe wlsh llsL.
4. 8eLaller lls ln a unlque urchase Crder
3. 8rand 8ep les Lhe 8eLaller's C and conrms Lhe Crder(on Lhe spoL or laLer).
6. 8eLaller goes back Lo omce and les Lhe daLa - phoLos, Cs, buslness cards, caLalogues, has sLa
meeungs.
7. 8eLaller places new urchase Crders based on Lhelr noLes and phoLos.
8. 8eLaller manually enLers Lhe conrmed Crderd lLems lnLo accounung sysLem.

Concluslon - 1hls way of creaung an lnvenLory ls as old as fashlon and has noL changed Loo much
ln Lhe pasL decade. Slnce Lhe 8eLallers are Lhe blggesL englne ln Lhe lashlon lndusLry, we focused on
dellverlng a compleLe soluuon Lo Lhelr problem !
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The Existing Solution
What everybody uses NOW
A crazy mlx beLween pen, paper, fax and phone-calls LuS few complex, expenslve, onllne markeLplaces.
MosL of Lhese "#$%#& '$()"*+, (*& -"./,%#0 "# 1*(#2, and oer expenslve monLhly plans Lo baslcally
showcase llne sheeLs and LransacL uslng Lhelr sysLem. 8eLallers have Lhe posslblllLy Lo browse Lhrough Lhe
llne sheeLs and choose whlch producLs Lo order.


ln facL Lhe 8eLaller ls Lhe one who has Lo do all Lhe dlrLy work ln Lhe lndusLry, buL Lhere are no Lools Lo help
hlm move fasLer and be more emclenL. ln facL, he uses Lhe same Lools as 10 years ago - phoLo camera, pen &
paper, phone and fax, Lxcel SpreadsheeLs and someumes onllne markeLplaces. 1he exlsung modern
soluuons are focuslng on 8rands and Lhelr blg sale Leams. Why ? 8ecause lL's easler Lo develop an onllne
plauorm for 200-300 88AnuS raLher Lhan develop a SAAS for ALL Lhe 8L1AlLL8S ouL Lhere.
Concluslon - none of Lhe exlsung onllne markeLplaces focus on 8eLallers ! All plauorms focus on 8rands
needs slnce Lhey conLrol blg sale Leams. 8rands 8Ls suggesLs" Lhe 8eLaller whaL Lo shop, uslng such
plauorms = 8eLaller ls noL ln conLrol slnce Lhe declslon has Lo be made fasL !
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Our Solution Top 3 bene!ts
o !"#$%# %'# #()"# *(+#(%,"- ./*(0 ,(1- ,(# 2,3*1# %,,1.
no more [uggle beLween 3-4 markeLplaces, paper
purchase orders or noLes wrluen everywhere.
o 4%$"% /#11*(0 ,(1*(# "*0'% $5#" /#(6*(0 %'# 78 %, -,." 9:7.
Chose Lhe producLs you wanL and llsL Lhem on your
eShop so your cllenLs can 8L-Crder Lhem.
o ;##< %"$=> ,? #@<#(/#/ $(6 6#1*+#"*#/ #$/- A CeL noued
when Lo expecL nexL paymenLs and dellverles.
ueslgned by a 8eLaller

We creaLed a moblle app for 8L1AlLL8S ,who are now able Lo organlze Lhelr lnvenLory rocess whlle
keeplng Lrack of Lhelr budgeLs and dellverles ln a slmple and loglc way, rlghL aL Lhe lashlon 1rade Show.
We also creaLed Lhe opuon Lo S?nC Lhelr daLa wlLh eCommerce plauorms so Lhey can sLarL re Selllng
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Our Solution facts
o 1he producL ls developed ln Cb[ecuve C on Apple xcode
plauorm and avallable on lhones and lads
o Androld & Wlndows Moblle verslons wlll be avallable
laLer Lhls year
o 1he prlmary producL ls for 8L1AlLL8S buL free anclllary
producLs could be avallable for Lhe brands (Lo help Lhem
llsL Lhelr producLs) and for Lhe consumer (whlLe labeled
for Lhe reLaller) Lo help Lhem uullze Lhelr reLallers
servlces Lo Lhe full
o lndusLry daLa wlll be complled ln a 8lg uaLa sLyle analysls
and whlle respecung condenuallLy of lndlvldual reLallers
and brands aggregaLe daLa wlll be made avallable
ueslgned by a 8eLaller

We creaLed a moblle app for 8L1AlLL8S ,who are now able Lo organlze Lhelr lnvenLory rocess whlle
keeplng Lrack of Lhelr budgeLs and dellverles ln a slmple and loglc way, rlghL aL Lhe lashlon 1rade Show.
We also creaLed Lhe opuon Lo S?nC Lhelr daLa wlLh eCommerce plauorms so Lhey can sLarL re Selllng
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The FUTURE of iMerchandise
WlLh lMerchandlse any 8eLaller can organlze Lhelr lnvenLory process ln a easy, fasL and loglc way ! 8uL Lhe fuLure of
lMerchandlse looks even beuer slnce we're developlng an array of new feaLures LhaL wlll lmprove lL's funcuonallLy and make lL
even more deslrable !

lnsplred by Lhe slmpllclLy of Apple's lCloud soluuon and Coogle's 8uslness Apps
CenLer, we deslgned our plauorm's archlLecLure for Lhe besL user experlence. We
equally focused on Lhe 8eLaller needs ln reporL wlLh Lhe 8rands needs, so now Lhe
8eLaller geLs a wlde varleLy of Lools whlch helps hlm run hls buslness from anywhere
he has a lnLerneL connecuon.

1he 8eLaller wlll be able Lo conLrol hls buylng Leam , Sync lMerchandlse App daLa,
edlL every lnformauon sLored ln Lhe cloud, push lnfo Lo hls Leam devlces and
generaLe reporLs.
1he Cnllne lauorm wlll play Lhe role of a markeLplace, where 8rands wlll be able Lo
upload Lhelr llne sheeLs uslng Lhelr formaLs, and by defaulL, our Leam wlll converL
Lhose llne sheeLs lnLo lMerchandlse roducLs, faclllLaung Lhe buylng process from
ueskLop or Moblle devlces.
AnoLher greaL feaLure LhaL we're developlng ls Lhe 8Sv sysLem LhaL wlll be a very
emclenL and slmple sysLem Lo keep Lhe 8eLallers lnformed abouL Lhelr favorlLe
8rands 1radeshow auendance, uslng Lhe ush noucauon sysLem.

So, lMerchandlse A used wlLh lMerchandlse Cnllne lauorm wlll be Lhe perfecL
Lool Lo manage Lhe buylng process from medlum slzed fashlon sLores up Lo blg sLore
chalns.
345647 859:;3<=
o S?nC producLs wlLh e8ay and Amazon.
o S?nC urchase Crders and roducLs wlLh CS
sysLems
o Cpumlze Lhe App for Androld and Wlndows
Moblle users
%=&*.>(#2%,& 988 -&(?/*&,
MC8lLL A
CnLlnL
LA1lC8M
S?nC wlLh A
S?nC wlLh L8
S?nC wlLh LM
ConLrol

L8ay
Amazon
CS sysLems
Androld
Wlndows
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Marketing
lnlual prlclng wlll be aggresslve (freemlum) Lo capLure crlucal (or aL leasL credlble) mass. We have separaLe
messages for Lhe reLallers and Lhe brands:

8eLallers:
o Auend Lrade shows wlLh a small booLh (and Lake Lhe opporLunlLy Lo vlslL exhlblung brands)
o Co-opL promlnenL fashlon bloggers boLh Lo capLure new lnvenLory and Lo promoLe Lo Lhelr audlence of
reLallers and consumers
o Lmall, mall and phone ouLreach - roacuve 8 campalgn

8rands:
o 8 campalgn
o 1rade shows as above

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Competition
The companies below are fashion industry focused but are targeted to the brands:
@& >(A& #"? %2&#BC&2 (#D ."+'&B?"*, ?>(? (*& -(,>%"# %#2/,?*D -"./,&2 (#2 ?(*0&?&2 ?"E(*2, ?>& *&?(%$&*,F

!oor op MarkeL nuCrder Shop Lhe lloor
Apple Store rankings

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Angela Secul
Advisor Fashion wholesale Buyer
David Secul
CEO
Douglas Graham
CFO
Alex Buzatu
CTO
Lucian Buzatu
COO
Management and Advisory Board
John Sencion
Advisor CoFounder Flight001
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Operations
1he onllne plauorm and appllcauon
daLabase wlll be hosLed on
AWS (Amazon Web Servlces) Lo
mlnlmlze cosLs, malnLaln securlLy
and provlde easy and rapld scallng

1he company wlll be based [usL ouLslde of new ?ork ln 1om's 8lver, n! Lo provlde low overhead
buL easy access Lo new ?ork
1he Leam wlll have modesL base
salarles and wlll be lncenLed wlLh
sLock or sLock opuons
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Current Status
o 1he producL ls fully developed for lCS, has been exLenslvely beLa LesLed and ls now ready
for producuon roll ouL.
o L-markeung plan ls ln place and wlll wlLh Lhe seed round we lnLend Lo geL 200 reLallers as
acuve cllenLs and an lnlual 100 brands on board.
o 1he follow on round ls lnLended for a nauonwlde roll ouL and Lo brlng Lhe company Lo
proLablllLy alLhough a small follow on round may be needed Lo acceleraLe a global roll
ouL.
o We seek a seed round of $230,000 Lo geL from beLa Lo 200 reLallers and Lhen a follow on
round of $1,300,000
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Revenue Streams
1 - 6# 9'' 8/*.>(,&,

1o galn access Lo unllmlLed ume of usage , Lhe user musL pay $99.99. 1he l8LL verslon works exacLly as
Lhe 8C one, buL lL's llmlLed Lo 3 processes. (Lxample: user can send 3 os, creaLe only 3 roducLs eLc)
2 - G/H,.*%'B"# -&&
Charge 8L1AlLL8S submlsslon fee Lo use Lhe onllne markeLplace.(Lxample: $9.99/monLh)

3 - I&2%.(?&2 ./,?"+&* ,/''"*?
Charge 8L1AlLL8S for uedlcaLed CusLomer SupporL. 8eLaller wlll have dlrecL access Lo
englneers. (Lxample: 8eLaller wanLs Lo S?nC new creaLed lnvenLory wlLh Accounung
sysLem)
Charge 88AnuS for uedlcaLed CusLomer SupporL
4 - J"+%,,%"# K ?*(#,(.B"#
Commlsslon each Lransacuon LhaL Lakes place uslng lMerchandlse onllne markeLplace.

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The Market
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iMerchandise numbers
Slnce we launched our producL ln SepLember 2013 we had an lmpresslve growLh as you can
see ln Lhe charL below.
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Pro Formas
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Conclusion
LmclenL
unlque Scalable
1here ls a real unaddressed need ln Lhe
fashlon reLall secLor. 1he lMerchandlse
soluuon provldes Lhe reLaller wlLh an
aordable, easy Lo use soluuon LhaL
makes Lhe reLaller very compeuuve ln
Lhelr communlLy.
1hls paLenL pendlng producL ls
already bullL and LesLed and we have
a clear proven channel Lo markeL lL
An experlenced Leam wlLh success ln
prlor sLarL ups ls already on board and
Lhey are supporLed wlLh an advlsory
board of lndusLry veLerans