Fussy-Investment Note

Overview

Opportunity Fussy is a sustainable bodycare brand that aims to

eliminate single-use plastic from bathrooms. It offers
natural, effective, and desirable products, starting
with a next-generation deodorant. Fussy targets the
Name Fussy growing market of eco-conscious consumers,
particularly Gen Z and Millennials, and has achieved
a 7 million annualized run rate within 18 months of
its launch. The company is UK-based and has
Founder(s) Matt Kennedy received positive customer feedback and industry
recognition. Fussy is revolutionizing bodycare with
sustainable, effective products to eliminate single-
use plastic. Fussy is a UK-based sustainable
Sector Consumer bodycare brand on a mission to banish single-use
plastic from bathrooms. Starting with their next-
generation deodorant, they've tapped into the eco-
conscious market, particularly Gen Z and Millennials.
Website getfussy.com With a 7 million annualized run rate within 18
months, excellent customer feedback, and industry
accolades, Fussy is poised for growth. The founders
bring expertise from previous successful ventures
Geography UK, , and a strong focus on community-led product
development.

Product
Fussy started with a next-generation deodorant that includes a refillable case with plastic-
free refills, a formula backed by science, an award-winning ergonomic design, and
certification as carbon neutral. The product has been rated excellent by customers. Fussy
addresses the problem of ineffective natural sustainable products and inconvenient
packaging like cardboard tubes or creams. Their solution is a scientifically-backed,
convenient, and effective deodorant that is also sustainable. Fussy's unique selling
proposition is its highly rated natural deodorant, which stands out due to its refillable
case, plastic-free refills, scientific backing, ergonomic design, and carbon neutrality.
Fussy's market fit is validated by its rapid growth, reaching a 7 million annualized run rate
within 18 months, and its strong customer feedback, with the highest rating on Trustpilot
for natural deodorant. Fussy's products are certified carbon neutral, demonstrating
compliance with environmental standards and regulations.

Business Model and Market

Disclaimer: This document does not constitute, and should not be construed as, financial, legal, or investment advice or a
recommendation to buy, sell, or hold any particular security or to engage in any specific investment strategy. Readers should consult
with their own financial, legal, and investment advisors before making any decisions or investments, and should not rely on this
document as the primary basis for any investment decisions.
 Fussy-Investment Note

Fussy has hit a 7 million run rate in the first 18 months and has a business model that
includes sustainable margins with a path to profitability. They have a cost structure for
their products and focus on both new and return customer revenue. Fussy's pricing
strategy ensures sustainable margins with a gross CM1 margin of 72%, with costs for the
case, refill, and box detailed.Fussy's initial target market is the deodorant segment, which
is part of the larger bodycare market valued at 13.1 billion in the EU and 66 billion in the
EU and USA combined. The market is experiencing a CAGR of 14.1% and is driven by the
Gen-Z demographic, which is expected to increase its market share from 21% in 2021 to
31% in 2025. Fussy has scaled to an annualized run rate of 7 million, with successful sales
through their ecommerce site, delivering over 30k units in one week. They also have
plans to scale distribution through retail and the EU. Fussy's go-to-market strategy
includes leveraging organic acquisition, which represents 40% of new customers, and
driving up customer lifetime value to enable scale. They also focus on building a
community and using organic marketing channels. Fussy emphasizes building a
community and organic acquisition, with over 60k social media followers and a monthly
newsletter with 150k readers. They have a brand partnership scheme to drive retention
and grow subscribers organically. Fussy's products are certified carbon neutral, indicating
a commitment to meeting regulatory compliance and sustainability standards.

Traction
Fussy has achieved a 7 million annualized run rate within 18 months, with a sixfold
increase in revenue in the last 12 months. They have sustainable margins with a path to
profitability and have raised a successful pre-seed round. Fussy's milestones include
hitting a 7 million run rate, being the highest ever grossing deodorant on Kickstarter,
launching a successful ecommerce site, and raising a successful pre-seed round. Fussy
has received excellent customer feedback, with testimonials praising the effectiveness
and quality of their deodorant. They also have strong engagement metrics, with over 50k
subscribers and a 69% repeat purchase rate. Fussy has raised a successful pre-seed
round and is currently raising funding for the next 24 months to achieve significant
revenue and subscriber growth. Fussy's market feedback is overwhelmingly positive, with
the highest rating on Trustpilot for natural deodorant and strong customer testimonials.
Fussy's early traction includes being the highest ever grossing deodorant on Kickstarter
and launching a successful ecommerce site with significant sales in the first week.

Competitive Landscape
Fussy has positioned itself as a leader in the natural deodorant market, with a focus on
sustainability and innovation. They have achieved the highest rating on Trustpilot for
natural deodorant and are driving growth through organic acquisition and community
building. Fussy's competitive advantages include a strong focus on sustainability, a
scientifically-backed product, and a high customer repeat purchase rate. They also have a

Disclaimer: This document does not constitute, and should not be construed as, financial, legal, or investment advice or a
recommendation to buy, sell, or hold any particular security or to engage in any specific investment strategy. Readers should consult
with their own financial, legal, and investment advisors before making any decisions or investments, and should not rely on this
document as the primary basis for any investment decisions.
 Fussy-Investment Note

strong community and organic marketing presence. Fussy has overcome barriers to entry
in the sustainable bodycare market through innovation, community building, and organic
marketing, positioning itself for significant growth. Fussy has cultivated customer loyalty
through its high-quality, sustainable products, as evidenced by a 69% repeat purchase
rate. The costs of switching to Fussy's products are offset by their effectiveness and
environmental benefits.

Team
Fussy's leadership team includes Founder & CEO Matt Kennedy, responsible for strategy,
brand, and product, with experience in marketing and selling a previous startup. Head of
Operations Ngo Ngofa focuses on supply chain management, COGs optimization, and
sustainability. Head of Growth Matt Leaver is responsible for growth strategy and
execution, with a track record in taking startups from pre-seed to exit. Head of Sales
Chloe Carter is an experienced FMCG sales leader.

Use Of Funds
Fussy is raising funding for the next 24 months to achieve milestones such as reaching
7.8 million revenue in 12 months, scaling distribution through retail and the EU, and
acquiring 100k subscribers in 12 months.

Vision And Mission

Fussy aims to be the sustainable bodycare brand of the future, with a multibillion market
value opportunity and a growing, highly engaged customer base. The company is focused
on new product development led by community input, has a strong social purpose with
clear impact, and employs disruptive marketing strategies to foster growth. Fussy's
mission is to banish single-use plastic from bathrooms by offering natural, sustainable
bodycare products that are simple, effective, and desirable. Fussy's approach to
innovation includes creating products that are backed by science, such as their award-
winning ergonomic deodorant design, and being certified carbon neutral. They focus on
organic acquisition and building a community around their brand, which drives retention
and subscriber growth.

Disclaimer: This document does not constitute, and should not be construed as, financial, legal, or investment advice or a
recommendation to buy, sell, or hold any particular security or to engage in any specific investment strategy. Readers should consult
with their own financial, legal, and investment advisors before making any decisions or investments, and should not rely on this
document as the primary basis for any investment decisions.