Frameri Marketing Plan

Visio

Frameri/H

on System

Hoya initial rollout

Who W

Frameri is the Intercha
System that gives patient
look or their vision whene
HOYA, we are excited to

glasses, but a visual s
patients to create a wardr

outfit, styl

We Are

angeable Frame and Lens
ts the freedom to change their
ever they want. Partnered with
offer patients not just a pair of
system. Frameri empowers
robe of eyewear to match any
le, or moment.

What W

In our design process
shape and then build d
styles around the lenses
to pop their lenses in an
and colors whenever t

was designed both
limitless options for fram
who have many visual
serve as the perfect veh
lenses patients require

We Do

s, we begin with a lens
distinctly different frame
s. This enables patients
nd out of various styles
they want! This system
for patients seeking
mes, but also for those
needs. Frameri frames
hicle for all the different
e throughout their day.

Why W

When our founder, Konrad B
accidentally shot in the eye

saved, but the very fash
disenchanted with being l
every day for a year. So he
changers and makers to re
more flexible, to make it m
wearers the power to express

wheneve

No one person is the same. E
we all play many different role

a lifestyle, suggesting a
consider self expression. gl

the person

We Do It

Billetz, was 11 years old, he was
e with a BB gun. His vision was
hion-conscious Konrad grew
locked into one pair of glasses
assembled a rebellious team of
evolutionize eyewear--to make it
more fun, and to give glasses-
s themselves however they want,
er they want.

Each of us has a story to tell, and
es throughout our day. Frameri is
new paradigm from which to
lasses should be as dynamic as
n wearing them.

OUR V

To change the way c
buy

MAKE IT FUN

MAKE IT MEMORABLE
+ SHARABLE

MAKE IT A FASHION
ACCESSORY

VISION

customers view, wear, and
y eyewear.

MAKE IT BETTER

MAKE IT EVEN MORE
FUNCTIONAL

BENEFITS TO T

Glasses become a desirable
product rather than a grudge
purchase

Customers purchase
significantly more frames
and lenses

Customers return more
frequently than the current
2-3 year cycle

THE INDUSTRY

e Creates new opportunities
e for patients when Rx

doesn’t change

Increases customer
lifetime value

Increases sales and profits

FRAMERI x HOYA

S

EMPOWERING THE IECP W
WITH TECH AND
INNOVATION

A

SHARED
VALUES

WHAT IT’S COMBATTING
ABOUT COMMODITIZATION
THROUGH
DIFFERENTIATION

EMPOWERING PATIENTS TO
EXPRESS THEMSELVES

What Dri

We have a passion for ‘opt
to deliver both quality fram
matter

Eye health is extremely im
a big difference betwee

Our goal is to improve
opposed to selling produ

takes a back s

ives US!

timal’ vision and are driven
mes and lenses — lenses
r to us

mportant to us — there’s
en exams and refraction

e the quality of life as
ucts to people — quantity
seat to quality

Online

Problem Then
Different costs online VS Practice

Same product

Online steals my business

Presence

Solution Now
Pricing for frames are the same

Begin introducing ECP only frames…
Initial rollout will have frames only
available in practice. Website will not
have this

Frameri profit shares with participating
ECP’s. See addendum for details

Marketing and

Frameri Co-Promotion

• Opt-in marketing program •
• Referral code to drive patients who walk, back to
•
practice •
• Registration card to link patient to location
• Custom ECP referral page to manage account
• 30% of every order *

Bene

• Keep in touch with patien
• Share revenue with Frame
• Give your patients someth

d Profit Share

Shared Patient (Regardless of opt-in program)

• Link from practice to patient through patient zip
and DOB

• Checks sent monthly
• 20% of every order *

*

* Average order is $200
* Average patient repurchase rate is

1.8 times in 2 years

efits

nts
eri
hing new

KEY REPURCHAS

OVER 40% OF CUSTOME
REPURCHASE WITHIN 6

35%

OF ORDERS INCLUDE A
SECOND FRAME AND/OR
SECOND SET OF LENSES

SE STATS

At ECP or frameri.com

ERS
MONTHS

50% OF THESE
CUSTOMERS
HAVE
REPURCHASED
MULTIPLE
TIMES

BENEFITS TO E

ACQUIRE NEW CUSTOMERS
• Customer WOM
• Referrals from Frameri website

SELL MORE MULTIPLE PAIR
ORDERS
• It just makes sense to customers
• Leverage the complete line of Hoya

lenses

CREATE SWITCHING COSTS AND
INCREASE FREQUENCY
• Think razor blade model where

everyone wins
• Regularly release new frames for

ECPs

ECPs

LOWER INVENTORY COSTS
• No holding costs on inventory

outside of display frames

LEVERAGE FRAMERI DIGITAL
MARKETING TO INCREASE LTV
• Frameri acts like bridge between

online and ECP
a • Frameri invests in PR, Social Media,

Digital Media, & Email
announcements for product releases
and check-ups

ECP RECEIVES PROFITS WHEN
YOUR CUSTOMERS BUY FROM
FRAMERI.COM

FEEDBACK

CONCEPT HAS BROAD APPEAL

01 Millenials & Baby Boomers

02 Progressive wearers and those wi
Rx’s are now able to afford multipl

03 Contact lens wearers like converti
to sunglasses

04 Customers who work behind comp
their special lenses at work

+ Learnings

CUSTOMER
SATISFACTION IS
EXTREMELY HIGH*

NET PROMOTER SCORE

Low Mid
80’s 30’s

ith high- FRAMERI ECP’S
le looks
*VAST MAJORITY OF FRAMERI
ing eyeglasses CUSTOMERS ARE REFERRALS

puters can keep

PEOPLE ARE EMB

Picture

BRACING OUR VISION

e Place Holder

Testim

Catherine-28 (Initial purchase October 20
4 Lenses- Rx clear, Rx sun, 2 non-rx sun
7 Frames- Tidal collection

“Frameri is great for me because my pres
recommend Frameri to friends & family. A
would ever buy frames that don't allow fo

_____________________________________

Megan 52 (Initial purchase November 20
5 frames- Tidal Collection
2 Rx Lenses- Sun and Clear

“Frameri has given me the opportunity to
on my outfit, and based on what I want to
my experience so much with the Frameri
friends and will continue to both refer add
of frames for both my regular and sungla

monials

015)

scription is so high, I would absolutely
After using the system I don't know why anyone
or the lenses to be changed out at home.”

__________________________________
015)

o change up my look based on my mood, based
o communicate to people that day. I have loved

frames and lenses that I have referred multiple
ditional people and build out a larger collection
ass lenses.”

SWOT A

Strength
• New innovative product
• Exclusive to Hoya practices
• Only fashion based interchangeable

eyewear system on the market
• Large sales force to execute rollout
• Shark Tank
• Agile and fast moving to adapt to

consumers
• TSM connectivity to practices

Opportunity
• Disrupt a stagnant industry
• Increase multiples rates for ECP
• Bring new lens products to market
• TSM Excitement
• Serve segments differently (cancer

patients, pregnant women…)
• Acquire non-Hoya practices
• Partnerships with lens material

producers
• Partnerships with groups outside of

industry (3D Lens and AMC)
• Help launch and give balance to

initiatives
•

Analysis

Weakness
• Lack of domestic awareness
• A lot of education needed
• Young company
• Smaller frame offering

Threats
• On-boarding TSM’s
• TSM buy in
• Telling our story properly
• Slow roll out
• Stock outs
• Online Business
• Competitive product introduction
• Slow moving industry
• Poor product development
• Industry bars toward packaged

products
• Changing perception

Competitiv

Frameri

Overview
• Fashion based
• Ease of use
• New to market
• Exclusive to Hoya IECP

Additional Value
• Supported by Hoya
• Allows ECP to sell more multiple
• Bring patients back more often
• Reduce inventory cash flow
• Packaged pricing
Details
Frameri packages will make it easier f
practices to sell. Poly, Phoenix and 1.
be included

Cost
• $55 ($139)
• Packages starting at $400 to pati

ve Analysis

Mid-Tiered Frame
Overview
• Traditional and easy
• Frame reps carry large collections and

push discounts

Additional Value
• Brand names
es • ECP comfortable with process

for Details
.67 will Mid tiered frames carry the majority of the
IECP frame sales. A lot of name brands that
position themselves to maximize single pair
sales.

Cost
• $55-$99 ($120-$190)

ient

Custo

• Hoya practices or poten
• Independent, experienc
• Early adopters

•ECP’s who see the v
something new
•Progressive (risk tak
•Practices looking for a e
•Likes making business d
•Uses digital equipment o
•Always has the newest e
•$2,500 or more a month

omer

ntial new accounts
ce driven, expect quality

value and want to be part of

kers, thought leaders)
e-commerce solution
decisions
or has desire to have them
equipment

with Hoya

Patient

Fashion- Has a closet full of shoes,
shirts, purses, ties and accessories.
Likes to match and will buy multiple
frames to express their style.

+

Super- This person uses it all. H
and likes to promote the new thin

t Types

Function- Has multiple
vision needs. Sees lenses
as tool to promote lifestyle.

+

Has multiple frames and lenses
ng. These are our best patient.

Industry Com

• Changed buying h
solution for bevera

• Ease of use big dri
• Lock and key syste

competitors to com

mparative (Keurig)

habits by creating a easy
age industry
iver to conversion
em made it hard for
mpete

Frameri Vis

+
+
+
+

sion System

THE STARTER: 4 LOOKS FOR THE PRICE OF 2
HD Optical + HD Rx Sun (Polarized)

THE PROFESSIONAL: 9 LOOKS FOR THE PRICE OF 3
THE STARTER + HD Computer Lenses

THE FASHION SET: 16 LOOKS FOR THE PRICE OF 4
THE STARTER + 2 Fashion Tint Lenses

THE PREMIER: 16 LOOKS FOR THE PRICE OF 4
THE PROFESSIONAL + Sunsensity/
Photochomic Lenses

FRAMERI QUALI

HANDCRAFTED ITALIAN G
FRAMES B
(
7-STEP PRECISION T
SOCKET TOOLING

CONSISTENT OPTICAL CENTER

ITY + FEATURES

GERMAN ENGINEERED 5
BARREL HINGES
(3 BARREL ON NARROWER
TEMPLES)

PREMIUM MAZZUCCHELLI ZYL
ACETATE

ERGONOMICALLY DESIGNED
PRECISE LENS
MANUFACTURING

Strategy - Sell M

• Sell More

• Selling Frameri can
compared to similar

• Gives patients optio
• Prescribe based on
• Extend the multiples

complete.

• Sell Often

• Bring patients back
• 40% of Frameri patie

repurchase
• Shared revenue with

More/Sell Often

increase revenue 20-30%
r products
ons beyond a frame and lens
n patients needs
s rate by selling a partial

to your practice sooner
ents return in the first 6 months to

h Frameri Online

Tactics (W

• TSM promotional activities including
• PR will include trade magazines, ind

Advertising in publications like 20/20
and equal 5% of yearly revenue.
• HHP?
• Developing advocates for the Frame
professionals will help solidify our st
will cost $10,000 annually.
• Email and social media campaigns w
practices as well. Support for this wi
revenue
• Develop key industry partnership. M
$20,000

• PECCA, Cleinman

Working)

g competitions, trunk shows, regional conferences
dustry blogs, radio and tv appearances.
0 and Vision Mondays will cost $25,000 annually

eri system like doctors, TSM’s and industry
tory. Collaborating, strategizing and organizing
will be directed at not only online consumers but
ill cost $10,000 and will equal 5% of annual
Memberships could cost between $2500 and

Social

• Social media will be
to frameri.com

• a ECP locator link (
patients who searc
the practices locati

l Media

e used to drive awareness

(location based) will push
ch for locations directly to
ion and website