China's first eco cleaning and personal care products manufacture looking for funds for expansion


jeni saeyang Wed, 2012-03-21 08:38

jeni saeyang · Wed, 03/21/2012 - 08:38


Business Overview: 

<p>Since initial product launch in late 2011, Eco & More is experiencing rapid expansion and cross over from expat market to Chinese consumer market.

Our goal to be the leader of green cleaning products in China and to offer EVERYONE a choice of using plant-based products that are highly effective and does not have to cost the earth! </p>

Project Location: 
Shanghai, 31, 200031
What are your future milestones, and how much capital will you need to achieve each of the milestones outlined?: 

We are in the process of formulating and manufacturing China's first Eco Cert organic baby products and need funds to complete certification process.

One of the main supermarket chains we are involved with in Shanghai is expanding to Beijing and beyond this year and would like to take Eco & More with them.

We need capital for nationa logistics management and a base in Beijing this year.

Apart from over 40 retail and supermarket distribution chanels in Shanghai, we currently sell Eco & More products directly online from weibo, yihaodian, taobao and our own website: www.eco-more.com. With sufficient funding, we would like to up the online marketing and expand our only direct sales revenue by 500% this year.


What is your total and operating cash burn (the amount you're spending) per month? : 

spending per month is reasonable. currently at only 150,000 RMB

How many future rounds of financing do you project? : 

just one hopefully for the next two years and after that it will be a round of funding to build our own factory.

Services Desired: 
Management Consultant
Who is the Customer?: 

Expats in Shanghai who understands and seeks green cleaning and personal care products previously unavailable in China. Recently, the chinese market has rapidly catched on and our personal care products are fast becoming a talked about item for local chinese professional types. In April 2012 alone, Eco & More products will be featured in one full page in LOHAS magazine, Jeni Saeyang,CEO will be featured by Shanghai Family magazine, Eco & More products will be reviewed by Cityweekend, Eco & More will attend Eco Design Fair on 14th of April and Eco & More is involved with Mind, Bottle and Soul PR event on 11th of April.

Our customers mainly, expats in China, returning Chinese with high education and income level, new mothers and families with young children who suffer from allergies, clinics and maternity care centers, "green" boutique hotels, environmentalists and eventually EVERYONE!

What is the Customer Pain that you are solving?: 

LOGISTICS! warehousing and deliveries are currently not managed effeciently.

INCREASE SKU: Most our customer are happy returning customer and we habitually get emails saying a friend has recommended Eco & More etc. However, because we are a small start up, we are not able to offer a wide range of products and many customers repeatedly ask for more products with more choices for smells, etc.

Names of any current or recent customers: 

Margie, MD of WHS health store.

UIB maternity center


Vice Mayor of Qingpu district of Shanghai

Radio FM105.7 LOHAS program


What is the Target Market?: 

expats seeking green cleaning products

upper middle class chinese

returning chinese

new mothers

How big is the Target Market in terms of Annual Sales?: 
Sales/Marketing Strategy: 

our sales have so far doubled monthly and sales are projected to increase exponencially...everyone washes their clothes, do their dishes, wash their hair everyday!

our products and our branding is world class, our prices are affordable, our message is sincere. Since initial product launch in late 2011, we are experiencing rapid expansion and cross over from expat market to Chinese consumer market.Beyond our own brand and product development, we are actively involved in the green sector in Shanghai including but limited to Green Art Projects, Green Film Festival and weekly chinese radio broad cast.


Provide use cases : 

laundry dish wash shampoo body wash


ecover from belgium who are an inferior product in many ways, costs more and are not marketing locally.

jurlique who only compete with our personal care range but does not offer home care or baby care. again they are much more costly and do not have a local presence.

One-line Pitch: 

Green fast moving consumer product with no local competition and proven sales record needs funding for rapid nation wide expansion and product developemnt.

We can't make products fast enough at the moment! All our current 40 distributors are awaiting out Eco Certified baby range and everything we make we make well and the sale figures reflect our customer royalty.

Business Model: 

change the world > find an everyday need that everyone can relate to > make the best "eco" cleaning products we know how at the most resonable price we can > make it available at as many places as we can > reach out to the community to educate and create interest > streamline logistic and management > reinvest in research and development > keep making more great products that more people come back for!

Product/Services Overview (what does it do): 

cleaning products.


What makes the technology/business unique and have a defendable competitive advantage?: 

We use the latest german energineer plant based surfactants instead of harsh chemicals in cleaning products.

we use essential oil to scent and naturally disinfect rather than artificial dyes and perfumes.

we use sustainable package design without the use of extra labels and toxic glues.

we are made locally to reduce carbon footprint for transportation.

we are made locally to be more cost effective.

we are made locally to engage our local community

we have a retail showroom and we attend majoy green events in shanghai to give our products a name and face people can trust.

And because we are made locally, we understand the needs of our consumer far better than another imported big brand trying to sell the chinese people another overpriced product!

Describe in detail the technology used in the Project - Address the innovation in significant detail : 


What are the principles of the technology? : 

are you trying to steal my project?

What, if anything, has been proven (and how far is this from a commercial scale)? : 

what has been proven is that the chinese consumer is hungry for a greener better product.

they are smarter than they seem. they ARE interested in green products that are better for them and better the environment.

they DO catch on really quickly.

they ARE loyal customer who will return to the same brand.

they DO care about pricing but they ALSO care about quality because they can now for the first time in generations, afford quality.


What challenges/risk does the technology face for commercialization?: 


Patent Numbers (Filed/Approved): 



jeni saeyangCEO


Amount Sought: 
If raising funds, what shall the funds be used for?: 

Increase SKUs, product development, hire upper management, logistics, expand to other parts of China.

Pre-Money Valuation: 
Amount invested by Founders: 
Funding Stage: 
Funding History: 
Funding Round Funding TypeFunding dateFunding Source/ InvestorsAmountPre-Money valuation
Internal Rate of Return (IRR): 


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