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Good afternoon Julie,
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ALLAY ORGANICS
Draft Business Plan
Confidential Document Date: July 2025
Prepared by: BizDealRoom.com
EXECUTIVE SUMMARY
Allay Organics is a rapidly growing Australian organic skincare company specialising in natural, steroid-free skincare solutions for sensitive skin conditions. Founded by Julie Stegnaic, the company has achieved significant traction with current annual revenue of $600,000 AUD and exceptional profit margins, positioning it for substantial growth opportunities in the expanding organic skincare market.
Business Objectives:
  • Scale annual revenue from $600,000 to $5,000,000 AUD within 24 months
  • Optimise digital marketing return on advertising spend (ROAS) from 2.5x to 4.0x
  • Expand market presence whilst maintaining premium positioning
  • Establish sustainable competitive advantages in the sensitive skincare segment
$600K
Current Revenue
Annual revenue in AUD
500%
Retail Margins
Exceptional gross margins
2.5x
Marketing ROI
Return on advertising spend
$5M
Target Revenue
24-month revenue goal
COMPANY OVERVIEW
Business Description
Allay Organics was founded by Julie Stegnaic with a mission to provide natural, effective skincare solutions for individuals with sensitive skin conditions including eczema, psoriasis, and dermatitis. The company's product line features steroid-free formulations with active botanicals and scientifically-backed ingredients, manufactured in Australia to the highest quality standards.
Vision Statement: To become Australia's leading premium organic skincare brand for sensitive skin, recognised for clinical efficacy and natural ingredient innovation.
Mission Statement: Empowering individuals with sensitive skin conditions through scientifically-formulated, natural skincare solutions that deliver genuine therapeutic benefits without harmful chemicals.
Core Product Portfolio
Calm Cream
  • Soothing moisturiser with Vitamin D3 and botanical extracts
  • Steroid-free formula for eczema, psoriasis, and dermatitis
  • Suitable for all ages, including children
  • Price point: $45-65 AUD
Supersedeâ„¢ Recovery Oil
  • Nutrient-rich facial oil with cacay oil and sacha inchi
  • Contains 3x more retinol than rosehip oil
  • Anti-ageing and skin barrier repair
  • Price point: $55-75 AUD
Calm Cleanser
  • Gentle, non-foaming cleanser with plant-based extracts
  • Suitable for sensitive and compromised skin
  • Ginger, nettle, and cucumber extracts
  • Price point: $35-45 AUD
Value Proposition
Product Differentiators:
  • No steroids, parabens, sulfates, or salicylates
  • Dermatologically tested for sensitive skin conditions
  • Cruelty-free and sustainably packaged
  • Made in Australia with premium, ethically-sourced ingredients
  • Scientifically formulated with clinically-proven botanicals
  • Therapeutic benefits without pharmaceutical side effects
Target Market:
  • Individuals with sensitive skin conditions (eczema, psoriasis, dermatitis)
  • Health-conscious consumers seeking natural alternatives
  • Premium skincare segment ($35-150 AUD price point)
  • Primary demographics: Adults 25-55, health-conscious households
  • Secondary market: Parents of children with sensitive skin
MARKET ANALYSIS
Industry Overview
Australian Organic Skincare Market:
$2.1B
Market Size
Australian market (2024)
8.2%
Annual Growth
Overall market growth
15%
Premium Growth
Premium segment growth
$420M
Sensitive Segment
Sensitive skin care market
Market Drivers:
  • Increasing awareness of ingredient safety and transparency
  • Growing preference for natural alternatives to pharmaceutical treatments
  • Rising incidence of sensitive skin conditions and allergies
  • Premium consumer spending on personal care and wellness
  • Shift towards preventative and holistic health approaches
Target Market Analysis
Primary Target Market
Demographics: Adults aged 25-55, household income $75,000+ AUD
Psychographics: Health-conscious, ingredient-aware, premium quality seekers
Behavioural: Research products extensively, loyal to effective brands
Market Size: Approximately 2.1 million Australians with sensitive skin conditions
Secondary Target Market
Demographics: Parents of children with sensitive skin (0-16 years)
Characteristics: Seek gentle, safe, effective treatments
Market Size: Approximately 800,000 Australian children with eczema/dermatitis
Competitive Analysis
Direct Competitors:
Competitive Advantages:
  • Specialised focus on sensitive skin conditions with proven efficacy
  • Unique combination of natural ingredients with clinical backing
  • Strong Australian heritage and local manufacturing
  • Exceptional customer loyalty and word-of-mouth referrals
  • Superior profit margins enabling reinvestment in innovation
  • Direct-to-consumer model allowing premium pricing
Market Positioning: Premium therapeutic skincare that bridges the gap between natural wellness and clinical efficacy, positioned above mass market natural brands but more accessible than luxury alternatives.
MARKETING & SALES STRATEGY
Current Marketing Performance
Digital Marketing Channels:
Social Media
Facebook, Instagram, TikTok campaigns
Google Advertising
Search and shopping campaigns
Content Marketing
Educational content on skin conditions
Email Marketing
Customer retention and nurture sequences
Influencer Partnerships
Micro-influencers in skincare and wellness
Current Performance Metrics:
Marketing Optimisation Strategy
1
Phase 1: Foundation Strengthening (Months 1-6)
Objective: Improve ROAS from 2.5x to 3.0x
Tactics:
  • Advanced audience segmentation and targeting
  • Creative optimisation and A/B testing
  • Landing page conversion rate optimisation
  • Email marketing automation enhancement
  • Customer retention program development
2
Phase 2: Scaling Excellence (Months 7-18)
Objective: Achieve 3.5x ROAS whilst scaling spend
Tactics:
  • Expand to additional digital channels (YouTube, Pinterest)
  • Develop video content and testimonial campaigns
  • Implement referral and loyalty programs
  • Launch subscription model for repeat customers
  • Establish affiliate marketing partnerships
3
Phase 3: Market Leadership (Months 19-24)
Objective: Maintain 4.0x ROAS at scale
Tactics:
  • Premium brand partnerships and collaborations
  • Expansion into complementary product categories
  • International market testing and expansion
  • Thought leadership and industry positioning
  • Advanced personalisation and customer segmentation
Sales Channel Strategy
Primary Channel: Direct-to-Consumer Online (90% of revenue)
  • Current: 95% of sales through company website
  • Target: Maintain 90% whilst expanding other channels
  • Advantages: Premium pricing, customer data, brand control
  • Optimisation: Enhanced e-commerce platform, personalisation, mobile optimisation
Secondary Channel: Wholesale Distribution (10% of revenue)
  • Current: 5% through chemists and health stores
  • Target: Expand to 10% of total revenue
  • Strategy:
  • Partner with premium pharmacies and health stores
  • Develop retail partnerships with major chains (Chemist Warehouse, Priceline)
  • Maintain 300% wholesale margins
  • Provide retail partner training and support materials
Future Channels: International Expansion
  • Phase 1: New Zealand (Year 2)
  • Phase 2: United States, Asia-Pacific, Europe (Year 3-4)
  • Strategy: Online-first approach with market-specific product adaptation
OPERATIONS PLAN
Manufacturing & Supply Chain
Current Manufacturing Arrangement:
  • Partnership with certified organic manufacturers in Australia
  • Quality control systems ensuring batch consistency
  • Compliance with Therapeutic Goods Administration (TGA) requirements
  • Sustainable packaging solutions and ethical sourcing
Scaling Manufacturing:
  • Capacity Planning: Ensure 5x volume increase capability
  • Quality Systems: Implement advanced quality control and testing
  • Inventory Management: Develop demand forecasting and inventory optimisation
  • Supply Chain Resilience: Multiple supplier relationships and backup plans
Technology Infrastructure
Current Systems
  • Shopify e-commerce platform
  • Basic customer relationship management
  • Manual inventory and order management
  • Limited business intelligence capabilities
Technology Upgrades Required
  • E-commerce Platform: Upgrade to enterprise-level solution
  • Customer Relationship Management: Implement advanced CRM system
  • Business Intelligence: Develop analytics and reporting capabilities
  • Automation: Automate fulfillment, customer service, and marketing processes
  • Integration: Seamless integration between all business systems
Organisational Structure
Current Team:
  • Julie Stegnaic (Founder/CEO)
  • Contract marketing specialists
  • Outsourced fulfillment and customer service
  • Part-time administrative support
Scaling Team Requirements:
  • Marketing Manager: Full-time digital marketing specialist
  • Customer Success Manager: Dedicated customer service and retention
  • Operations Manager: Inventory, supply chain, and process management
  • Business Development: Wholesale partnerships and strategic initiatives
  • Administrative Support: Expanded back-office functions
FINANCIAL PROJECTIONS
Current Financial Position
Revenue Analysis:
Cost Structure:
Growth Projections: Path to $5M Revenue
Marketing Investment Strategy
1
Conservative Scenario (3.0x ROAS)
  • Annual Revenue Target: $5,000,000 AUD
  • Required Marketing Investment: $1,670,000 AUD
  • Marketing as % of Revenue: 33.4%
  • Net Marketing Profit: $2,497,000 AUD
2
Optimised Scenario (4.0x ROAS)
  • Annual Revenue Target: $5,000,000 AUD
  • Required Marketing Investment: $1,250,000 AUD
  • Marketing as % of Revenue: 25%
  • Net Marketing Profit: $2,917,000 AUD
Break-even Analysis:
  • Fixed Costs: $750,000 AUD annually
  • Variable Costs: 17.5% of revenue (COGS)
  • Break-even Revenue: $900,000 AUD annually
  • Current Revenue Safety Margin: 67% above break-even
Cash Flow Projections
Working Capital Needs:
  • Inventory: 45 days of sales
  • Accounts Receivable: 30 days (wholesale customers)
  • Accounts Payable: 30 days (suppliers)
  • Net Working Capital: 15% of annual revenue
FUNDING REQUIREMENTS
Capital Requirements
Total Funding Requirement: $2,000,000 AUD
Use of Funds:
1
Marketing Investment: $1,400,000 AUD (70%)
  • Digital advertising scale-up across all channels
  • Content creation and creative development
  • Marketing technology and automation tools
  • Customer acquisition cost optimisation
2
Working Capital: $350,000 AUD (17.5%)
  • Inventory for increased sales volume
  • Accounts receivable financing
  • Seasonal cash flow requirements
3
Technology & Operations: $150,000 AUD (7.5%)
  • E-commerce platform upgrades
  • CRM and business intelligence systems
  • Automation and integration implementation
4
Team Expansion: $100,000 AUD (5%)
  • Marketing and customer success specialists
  • Operations and business development roles
Funding Options
Preferred Funding Structure:
Alternative Funding Sources:
  • Revenue-based financing for marketing investment
  • Equipment financing for technology upgrades
  • Trade credit facilities with suppliers
  • Customer prepayment programs
Return on Investment
315%
Year 1 ROI
Return on marketing investment
400%
Year 2 ROI
Return on marketing investment
85%
Annual IRR
Internal Rate of Return
RISK ANALYSIS & MITIGATION
Key Business Risks
65%
Marketing Performance Risk
Risk: Inability to achieve target ROAS of 3-4x
Probability: Medium
Impact: High
Mitigation: Phased scaling approach, continuous optimisation, diversified channels, expert marketing team
50%
Competitive Response Risk
Risk: Large brands entering sensitive skincare market
Probability: Medium
Impact: Medium
Mitigation: Strong brand loyalty, continuous innovation, regulatory expertise, patent applications
35%
Supply Chain Risk
Risk: Ingredient availability or significant cost increases
Probability: Low
Impact: Medium
Mitigation: Multiple supplier relationships, long-term contracts, vertical integration opportunities
30%
Regulatory Risk
Risk: Changes in therapeutic goods regulations
Probability: Low
Impact: Medium
Mitigation: Compliance expertise, conservative claims, regulatory monitoring, legal counsel
45%
Economic Risk
Risk: Economic downturn affecting discretionary spending
Probability: Medium
Impact: Medium
Mitigation: Essential nature of skincare, premium positioning, loyalty programs, flexible pricing
Contingency Planning
Scenario Planning:
  • Conservative Growth: 50% of projected revenue targets
  • Base Case: Projected revenue targets achieved
  • Optimistic Growth: 150% of projected revenue targets
Risk Monitoring:
  • Monthly financial reporting and variance analysis
  • Quarterly strategic review and adjustment
  • Key performance indicator tracking and alerts
  • Regular competitive intelligence gathering
IMPLEMENTATION TIMELINE
1
Phase 1: Foundation Building (Months 1-6)
Month 1-2: Team and Systems
  • Hire marketing manager and customer success manager
  • Implement CRM and business intelligence systems
  • Upgrade e-commerce platform
  • Establish KPI tracking and reporting
Month 3-4: Marketing Optimisation
  • Launch advanced audience segmentation
  • Implement conversion rate optimisation
  • Develop premium content strategy
  • Begin influencer partnership program
Month 5-6: Process Improvement
  • Automate customer service and fulfillment
  • Implement subscription model
  • Launch referral and loyalty programs
  • Establish wholesale partnership pipeline
2
Phase 2: Scaling Operations (Months 7-18)
Month 7-12: Revenue Growth
  • Scale marketing investment to $75,000 monthly
  • Expand to additional digital channels
  • Launch wholesale partnerships
  • Implement advanced personalisation
Month 13-18: Market Expansion
  • Scale marketing investment to $100,000 monthly
  • Develop strategic partnerships
  • Launch complementary product lines
  • Begin international market research
3
Phase 3 & 4: Market Leadership & International Expansion
Month 19-24: Excellence at Scale
  • Achieve $5M annual revenue target
  • Maintain 4.0x ROAS at scale
  • Establish market leadership position
  • Begin international expansion planning
Year 3-5: International Expansion
  • United States Market Entry (Year 3)
  • Asian Market Development (Year 3-4)
  • European Market Expansion (Year 4-5)
INTERNATIONAL EXPANSION STRATEGY
International expansion represents a significant growth opportunity for Allay Organics, with the global organic skincare market valued at $18.6 billion USD and growing at 9.7% annually. The expansion strategy focuses on three key regions, each requiring tailored approaches based on market characteristics, regulatory requirements, and consumer preferences.
1
Year 3
United States and initial Asian markets
2
Year 4
European markets and expanded Asian presence
3
Year 5
Market consolidation and optimisation
Part 1: United States Market Expansion
Market Opportunity:
$1.8B
Market Size
USD organic skincare market
12.3%
Growth Rate
Annual premium segment growth
45M
Target Segment
Americans with sensitive skin
$2-3M
Market Value
Potential annual revenue (USD)
Regulatory Framework:
  • FDA Approval: Previously held approval requires reactivation
  • Annual Compliance Cost: $2,000 USD per annum
  • Product Registration: Existing formulations qualify under previous approval
  • Timeline: 3-6 months for reactivation process
  • Ongoing Requirements: Annual reporting and compliance monitoring
Market Entry Strategy:
Phase 1
Online direct-to-consumer through US website
Phase 2
Amazon marketplace and specialty retailers
Phase 3
Premium pharmacy chains (CVS, Walgreens)
Positioning: Therapeutic-grade natural skincare for sensitive conditions
Investment Requirements & Revenue Projections:
Part 2: Asian Market Development
Asian skincare markets present unique opportunities, with consumers focused on prevention, enhancement, and anti-ageing rather than therapeutic treatment of skin conditions. The approach requires product line extension and market-specific formulations.
Market Characteristics:
  • Primary Markets: Singapore, Hong Kong, Japan, South Korea
  • Market Size: $2.3 billion USD premium skincare segment
  • Consumer Behaviour: Prevention-focused, premium quality seekers
  • Price Sensitivity: Willing to pay premium for proven results
  • Regulatory Environment: Varies by country, generally supportive of natural products
Product Development Strategy:
Given that Asian populations typically experience fewer inflammatory skin conditions like eczema and psoriasis, the product strategy focuses on:
Premium Anti-Ageing Series
  • Advanced vitamin C and peptide formulations
  • Brightening and firming treatments
  • Eye and neck-specific products
Skin Enhancement Collection
  • Hydration and plumping serums
  • Pore-minimising treatments
  • Radiance-boosting treatments
Prevention-Focused Range
  • Daily protective moisturisers with SPF
  • Antioxidant-rich preventative treatments
  • Environmental protection formulations
Market Entry Strategy:
  • Singapore: Initial market entry (English-speaking, regulatory-friendly)
  • Hong Kong: Luxury positioning and duty-free retail
  • Japan: Premium department store partnerships
  • South Korea: K-beauty collaboration opportunities
Investment Requirements & Revenue Projections:
Part 3: European and Western Market Expansion
European markets present significant opportunities for organic and natural skincare, with strong consumer awareness of ingredient safety and environmental sustainability.
Primary Markets:
United Kingdom
$890 million organic skincare market
Germany
$1.2 billion natural cosmetics market
Scandinavia
High premium skincare adoption rates
France
Luxury and pharmacy channel opportunities
Canada
Natural health product friendly regulations
Market Entry Strategy by Country:
Regional Strategy Considerations:
  • Brexit Impact: Separate UK and EU distribution strategies
  • Language Localisation: Product packaging and marketing materials
  • Cultural Adaptation: Local influencers and marketing approaches
  • Compliance: GDPR, cosmetic regulations, import/export requirements
International Expansion Financial Summary
Key Performance Indicators
Financial Metrics:
  • Monthly recurring revenue growth
  • Return on advertising spend (ROAS)
  • Customer acquisition cost (CAC)
  • Customer lifetime value (CLV)
  • Gross margin percentage
  • Net profit margin
Operational Metrics:
  • Website conversion rate
  • Average order value
  • Customer retention rate
  • Inventory turnover
  • Order fulfillment time
  • Customer satisfaction scores
Strategic Milestones:
1
Month 6-24
  • Month 6: Achieve 3.0x ROAS consistently
  • Month 12: Reach $2.5M annual revenue run rate
  • Month 18: Achieve 3.5x ROAS at scale
  • Month 24: Reach $5M annual revenue target
2
Month 30-48
  • Month 30: Launch US market expansion
  • Month 36: Enter initial Asian markets
  • Month 42: Launch European market expansion
  • Month 48: Evaluate strategic exit opportunities with global presence
CONCLUSION
Allay Organics represents a compelling business opportunity in the rapidly expanding organic skincare market. With proven product-market fit, exceptional profit margins, and a clear pathway to scaling digital marketing effectiveness, the company is strategically positioned to achieve $5M AUD in annual revenue within 24 months.
The business plan demonstrates a disciplined approach to growth, focusing on marketing optimisation, operational excellence, and strategic market expansion. The combination of strong financial fundamentals, scalable business model, and experienced leadership creates a foundation for sustainable growth and long-term success.
Critical Success Factors:
1
Marketing Excellence
Disciplined approach to marketing investment and optimisation
2
Product Quality
Maintaining product quality and customer satisfaction excellence
3
Strategic Expansion
Strategic channel expansion whilst preserving premium positioning
4
Operational Excellence
Operational excellence in scaling systems and processes
5
Team Building
Building a high-performance team aligned with growth objectives
Strategic Recommendation: The projected financial returns, market opportunity, and competitive advantages justify the proposed growth strategy and investment requirements. With clear milestones, measurable progress indicators, and comprehensive risk mitigation strategies, Allay Organics is well-positioned to capture market leadership in the premium sensitive skincare segment.
The business plan provides a roadmap for transforming Allay Organics from a successful small business into a market-leading Australian skincare brand with significant value creation potential for all stakeholders.
CONFIDENTIALITY NOTICE
This business plan contains confidential and proprietary information. Distribution is restricted to authorised parties only.
Confidential Information
This document contains sensitive business information that is proprietary to Allay Organics and its founder, Julie Stegnaic.
Limited Distribution
This business plan is intended only for authorised recipients who have agreed to maintain its confidentiality.
Non-Disclosure
Recipients are prohibited from sharing, copying, or distributing this information without express written permission.
For questions regarding this business plan or to discuss potential investment opportunities, please contact:
Thank you for your interest in Allay Organics. We look forward to potential collaboration opportunities.
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