2017 Strategic Plan

The Opportunity
The research says it all-- women consume more wine than men, and Millennials are the fastest
growing wine market.1 Not to mention, online wine sales are growing at a rapid rate of 12
percent per year2 and the demand for on-demand goods has had explosive growth, generating $2
billion in sales in 2015.3

Across many markets, including wine, companies are trying to figure out how to cater to
Millennials as they replace Baby Boomers as the largest generation segment.4 We also know that
Millennials are heavy drinkers, consuming on average three glasses per sitting.5

In a saturated wine market, you would think a wine company by now would be leading the
industry in targeting this important market. That, however, is not the case.

Take a look at our competitors. (See our competitor landscape on the following page.) In
summary, they are all the same, offering the age-old promise of value and deliciousness without
a unique identity, specific point of view, or interactive community.

Wine + Moxxi was born specifically to serve the untapped potential of female Millennial wine
drinkers (and crossover Gen-Xers), the multi-latitude of online wine spending, and for marketers
who need a solution to reach this increasing audience.

Largest Wine Consuming Generations = Millennials at 36% and Baby Boomers at 34% Gillespie, 2016). Gender Percentage = 57% female and
43% male (Nielsen Spectra, 2016) https://lizthachmw.com/2016/02/06/state-of-the-us-wine-industry-in-2016-trends-and-statistics/

2
Online wine sales are expected to grow by nearly 12% each year over the next four years, with it now almost unquestionable that e-
commerce platforms will continue to gain share of retail sales. Out of all the categories of consumer goods, off-premise wine is the 11th fastest
growing. It was a $15 billion category in 2015. http://www.winemag.com/2016/01/04/experts-predict-2016s-biggest-wine-and-beverage-trends/

3
Websites that shipped wine directly to paying customers had $2 billion in sales last year. http://cheersonline.com/2016/01/26/9-trends-driving-
wine-sales-in-2016/

4
Millennials Matter. The wine world, like everyone else is trying to figure it out, wants to know how to approach millennials. And now even
kids from the post-millennial generation are turning 21. But producers are confused. Boomers and Gen-Xers want exclusivity, and access to
hard-to-get wines. But Millennials are not committed to brands. They just want value and something they will enjoy, says Fisch. Cool labels
dont hurt, either. So expect to see a lot of experimentation in the wines and in the marketing as vintners try to figure out what works.
https://www.entrepreneur.com/article/254784

5
What makes all the difference here is that millennials also drink much more wine per occasion than other generations3.1 glasses per sitting.
http://www.wealthmanagement.com/high-net-worth/millennials-women-and-china-are-disrupting-wine-industry
Competitor Landscape

Competitor Offerings Market Opportunity

Winc (formerly Club W) No specific target market

The #1 Personalized Wine Club
$46/month for 3 bottles
In America
Zero commitment
100% Satisfaction Guarantee
Complimentary Shipping
$20 Off First Order
demographic.
A saturated, confusing content site
filled with overwhelming choice.
What am I supposed to do and buy?
The wines are not up to our
standards.

Plonk Artisanal, small-batch, and sustainably Expensive. $55/2 bottles

grown boutique wines from around the
$55/month for 2 bottles Trite, overused brand promises,
globe.
like rarity, value and wine
RARE HIDDEN GEMS adventure.
THE ULTIMATE CONVENIENCE
A WINE ADVENTURE
INCREDIBLE VALUE

Wine Awesomeness
Every month, thirsty somms and No unique target market.
journey junkies dream up a wine-
$45/month for 3 bottles Heavily focused on wine education
fueled adventure and send it straight to
rather than lifestyle and taste.
your door. Explore the wine world
without palate quizzes, gimmicks or
limits.

Gold Medal Wine Club A tired, dated brand.

Offering: Award-winning wines
delivered to your doorstep every month
$52/month for 2 bottles
Over 2.5 million shipments
Satisfaction Guaranteed
Save up to 40% off winery retail
6 incredible clubs to choose from!
A confusing, messy online
presence.
No specific target market
demographic.
Too much choice. 6+ wine club
options and online store.

Tasting Room by Lot 18

Tasting Room is the only wine club
that focuses on you your tastes, your
$149.99/case
preferences.
Personalized selection
Control your experience
Quality & Value - Our direct
relationship with producers means we
can deliver a $20 bottle for as little as
$13.
The mini-bottle tasting kit limits
choice within the wine supply chain
and makes operations cumbersome.
No target market. No unique
content.
Too much choice. There are 6 wine
club options.
Mission + Vision
Mission

Provide exclusively-curated, ethically-sourced, affordably-delicious wines for our growing

community of modern women.

As the research states, women are the #1 wine drinkers and Millennials are not committed to
certain wine brands-- they want something delicious and affordable and something that aligns
with their values. Weve taken the guesswork out of wine shopping and have curated an
interesting, affordable and delicious wine club of two bottles for $40 each month-- the
MoxxiBox. In our MoxxiBox, youll find wines as unique as from Mexico to Hungary and as
familiar as from California, all produced with sustainable, organic and Biodynamic methods
whenever possible.

Vision

A robust multi-platform lifestyle and e-commerce site relevant to female Millennials,

reflective of the MoxxiGal lifestyle.

Wine + Moxxi provides a fun, inspiring and immersive experience for the consumer that is both
content and commerce rich. Consumers will come for the Moxxi experience and be inspired to
purchase wine because it is both reflective and indicative of the lifestyle they want to live.
Creating an emotional bond with our audience, like a trusted-friend, the consumer trusts us with
their purchasing decisions.

Wine + Moxxis original content, written by leading wine and lifestyle experts, is wrapped
around e-commerce to drive sales transactions and create a native advertising environment for
our brand partners. Content categories, while always focused on wine, will also engage the
audience in topics they love to celebrate and share; food, travel, fashion, design, family,
relationships, sex and love.

Tone

Wine + Moxxi champions the modern womanthe one who gets up at 6 a.m. to start reading her
emails, who organizes volunteer efforts with friends, who always lends a hand when you need it,
who conquers the work world by day, then celebrates her victory with her girlfriends by night.
Were committed to bringing strong, independent women with Moxxi together, so we can
connect, engage, and empower each otherwhile sipping a Cabernet, of course.
Our Most Valuable Product-- the MoxxiBox

A thoughtfully-curated, ethically-sourced wine club for women with Moxxi. Get two bottles of
wine for $40/month

Wine + Moxxi launched with the MoxxiBox, a monthly wine subscription that delivers two
bottles of thoughtfully curated wine directly to your door for only $40. Weve scoured the globe
to find the most authentic, delicious, small-production wines available, and are committed to
sourcing sustainable, organic, and Biodynamic wines whenever possible. Some months, we will
include additional promotions and items from our brand partners.

Additional Product Offerings (future releases):

The MoxxiGal Party Pack: 6 wines curated and branded wine charms
Exclusive Moxxi Gifts: Wine + Fashion/Food/Accessories/Home
Curated themed wine boutiques: Washington wines/Mexico/Sparkling for Bridal
Product placement purchased at a premium
The Strategy
Provide a content-rich consumer experience and marketing landscape for customers by
building a robust multi-platform lifestyle and e-commerce site.

Wine + Moxxis expert wine insights and growing Millennial community will drive revenue
streams in digital, mobile, native advertising, content, and events.

The two major revenue streams that drive our strategy are:

Content + Wine

Engaging content drives the consumer to ultimately purchase wine. Wine has them coming back
to site for more product, additional content, and community.

The cycle continues to formulate a dedicated, repeat purchasing group.

The following outlines our strategic execution approach across these Content + Wine platforms:

Content Strategy

Provide Rich Content and E-commerce:

Highly curated e-commerce is embedded in premier digital and video content and distributed
across multiple channels:

Social (Facebook, Instagram, LinkedIn)

Video Programming (YouTube, Facebook)
Website
E-mail
Content Outlets (Outbrain, RevContent)
Mobile App

Q1 Assigned Content:
2x monthly MoxxiGal interviews
2x weekly blog posts (topics vary, travel, food, events)
2x monthly producer profiles
Video content begins March 2017 with interviews of wine industry leaders featured in
our curated commerce.
Native Advertising Offerings:

Rich-content pieces provide native advertising offerings for multiple platforms that are then
distributed across all channels.

Our lifestyle-based editorial and content strategy currently offers marketers two paid-for-
placement opportunities to reach their consumer:

1. Products/services embedded in the content

2. Products featured directly in the e-commerce shop

Our goal is to conduct robust data analysis over time to segment market and engage users to buy
product.

E-commerce Expansion:

We will showcase a highly-curated and thoughtful online wine shopping experience for
consumers and industry marketers.

The shop is small, starting with just four SKUs, and we are doing that for a reason. Too much
choice is confusing for the customer, especially at the outset of a launch, and we want them to
understand the brand and our MVPthe MoxxiBox.

We will expanding our e-commerce offerings by 2-4 SKUS a month. Each time a new
MoxxiBox is released, the corresponding club wines will be available for follow-up purchase in
the shop, our selected MoxxiBox wines of the month.

Additional product SKUs featuring content or sponsored product will also be added. (i.e. Our
Valentines Day promotional package featuring one bottle of wine + lingerie.) These partner
product placements are either featured as a cross-promotion or for a cost.

Members are encouraged to come back to purchase more of what they loved in their MoxxiBox,
and non-subscribers can see what they missed. MoxxiBox members receive an automatic
discount on all wine products in the shop as an incentive.
Press Relations:

Local and national press relation outreach will begin in late January with the announcement of
the Wine + Moxxi brand, followed by a release on the Valentines promotions with our national
brand partners.

Utilizing both our expertise in public relations, and our deep contacts in the industry, we will
target placement in both local and national, digital and traditional press outlets. We will then
continue to do monthly press outreach announcing our featured wines and exclusive content.

Target outlets include: Refinery 29, 7x7, Food & Wine, Bon Appetit, MindBodyGreen, SF Mag,
SF Chronicle, Cosmopolitan, Jezebel, Byrdie, The Zoe Report, Vogue, Treasury Wine Estates,
The James Collective, Decanter Magazine, Wine Enthusiast, Wine Spectator and others.

Wine Strategy

MoxxiBox Membership Sales:

We will build membership sales by distributing our content-wrapped MoxxiBox campaigns

across multiple distribution channels to reach a club membership base of 1000 by 2018.

Awareness campaigns include:

Digital: A targeted, monthly ad campaign featuring product and original content on Facebook
and Outbrain. $250 - $500 monthly

Strategic Partnerships: Partnering with like-minded brands that target our same demographic to
create and gain immediate reach, exposure and email addresses. We are developing
events/campaigns/sweepstakes/commerce opportunities, all brand specific and appropriate.

These partnerships offer us immediate awareness to our target demographic. While our
partnership list is rapidly growing each week, current confirmed outreach partnerships include:

Boon + Gable: 3k+ audience list

UnderClub: 5k+ audience list
Birdies: 3k+ audience list
Stella and Dot: 2k+ audience list
Paid Event Marketing: Like-minded communities and corporations are throwing parties all of
the time and are in need of wine curation. Wine + Moxxi will provide a thoughtful wine
experience to such event, increase revenue, and gain brand awareness in the meantime.

Non-Profit Event Marketing: Sponsoring charitable and community events provides brand
exposure and goodwill. By donating wines, we receive inclusion in all digital promotional and
on-site event materials. MamaHope, Symphonix, DeYoung AfterHours, and The Guardsmen are
a few examples. We only sponsor groups that give us a minimum exposure of 1k impressions

White-Label Wine Clubs

Wine + Moxxi will create, manage and fulfill private-label wine clubs for other brands for a fee
and/or revenue share. The advantages to the customer include:

Immediate revenue increases

Promotion of our high-quality, global wine portfolio and Wine + Moxxis wine expertise.
Large spikes in brand awareness and audience expansion.

Our goal is to target 10 -20 a month and secure 10 by 2018. Some target examples include
media brands, local communities and clubs, local and national chapters (i.e. ModCloth, Jezebel,
Refinery29, Emirates Airlines.)

Corporate Partnerships

Wine +Moxxi has a proven track record in the corporate partnership space and will continue to
foster these relationships for increased revenue and brand awareness opportunities. Most notably,
we have been servicing Munchery as its nationwide wine partner since 2016.

We plan to leverage our unique model to service the on-demand food space and other markets to
expand our partnership across similar businesses. A few examples of target companies include:

Saucey; Freshly; Sprig; Sun Basket; Good Eggs; Blue Apron; Home Chef; Plated; Hello
Chef and others.

Further, we will continue to foster favorable brand awareness by nurturing large companies and
C-suite executives to provide white glove wine parties and experiences. Past companies include
Booz Allen Hamilton, KPMG, Saints Capital and others.
The Team
Brought to you by two women with endurance, determination, and a keen eye and appreciation
for cultivated arts and eats, Wine + Moxxi was dreamt up overyou guessed itwine. Craving
authentic conversation with like-minded women, Lauren Barnard and Heather Hartle hoped to
cultivate a bold, daring, and hungry group of people who embrace the magic of wine.

Lauren Barnard Founder + CEO

Laurens career in wine began with a lot of heart, hustleand of

course, Moxxi. After spending years working womens
development projects across Africa, Lauren created Kampala
Wines, an online wine store dedicated to organic and
Biodynamic wines. Her passion for feminist issues and social
consciousness sparked the idea for a wine community, and Wine
+ Moxxi was born.

Lauren has been curating unique, interesting, and delicious

wines in our target $15-20 retail price point for the past five
years and understands the nuances of the crowded wine industry,
plus holds many industry relationships. Not to mention, she represents our quintencial MoxxiGal
as the face and name of our community of smart and driven women.

Heather HartleFounder + CMO

Heather is a verified lifestyle branding and media maven with

three magazines under her belt as Co-Founder and
Creative/Editorial Director: San Franciscos 7X7, California
Home + Design and Detroits HOUR. With over two decades of
experience in digital and print media focusing on luxury living,
Heather doesnt just understand what makes a tastemakershe is
one.
Don James, Jr.Seed Round Investor & Advisor

Don is a driven successful executive who has taken multiple companies from inception to
successful rapid growth and then maturity in various markets and environments. While at BEAR
Data Solutions Don's company achieved growth awards from the Inc Magazine Fast Growth
5000 for 6 consecutive years as well as IT industry growth and innovator awards each year for 5
years.
Q1 Growth Strategy

JANUARY

Goals:
Continue Munchery partnership
50 total MoxxiBox members
Outreach to 10 white-label wine club partners

Execution (and associated expenses)

Events 4x ($200 for wine) 5
FB campaign ($500 for advertising)
Valentines Day promo with brand partners begins 1/17 ($200 for design and
development) 5

Expenses: $900
Projected Revenue: $32,000

FEBRUARY

Goals:
Email captures: 500 email addresses (via sweepstakes)
MBM signups: 40
Audience Reach increase: + 10%
White Label Wine Club Signup: Sex With Emily
Corporate Partnership: Close WeWork $2500k/month
Original Content: 6 stories
Native Advertising: 1 sponsor @ $2500k/month
Additional SKUs: 2

Execution (and associated expenses):

Events 3 x ($200)
FB campaign ($500)
Outbrain campaign ($200)
Valentines Day promo with brand partners continues ($100)
Sweepstakes Model: N/A

Expenses: $1000
Projected Revenue: $9,000
March

Goals:
Email captures: 500 email addresses (via sweepstakes with brand partners tbd)
MBM: 40
Audience Reach increases 10%
White Label Wine Club: Modcloth, Red Tricycle
Corporate Partnership:
Original Content: 8 stories
Native Advertising: 2-3 sponsor @2500k
Additional SKUs: 4

Execution (and associated expenses):

Events 3 x ($200)
FB campaign ($500)
Outbrain campaign ($200)
Spring promo with brand partners TBD ($100)
Sweepstakes Model: N/A

Expenses: $1000
Projected Revenue: $33,500
 Financials

2016 Year-End Financials

Total Revenue: $138,272

Net Income: -$17, 518

2017 Financial Projections

Total Revenue: $1,00,500

Net Income: $311,376