Dearly Departed Brand Book

Throughout each of these steps, our goal remains the same:
create a powerful community of Modern Suffragettes. We
encourage our community to discuss with each other and
grow as women together.

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Dearly Departed • Brand Book

OUR PRODUCTS

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OBOILDY

KEY INGREDIENTS:
Jojoba Oil, Red Turkey
Oil, Sweet Almond Oil,
Chamomile extract

Dearly Departed • Brand Book

HEROINE PROFILE

Qui Jin
A Poet. A Feminist. A Hero.
Qui Jin was born in 1875 to a
family of the gentry. Her poems
based on female heroes of China
inspired awe and courage to all
who read them. She longed to serve
her country, which flowed into her
work training revolutionaries who
believed China needed a Western-style
government. She was soon captured
and later beheaded for protesting
against the government.

DIRECTIONS : Uncork and add 3-5 drops to your bath. Mix well with your
hand to emulsify the oil blend into your bath water. Soak and transport to a
different time.
Honor this illustrious hero with a blend of three luxurious oils and
chamomile extract complete with our signature fragrance. Our blend
will soften skin and transport your senses.

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BSOAARP

KEY INGREDIENTS:
Jojoba oil, Shea butter
soap

Dearly Departed • Brand Book

HEROINE PROFILE

CFrlaayntcoens
A Union Soldier
Frances Clayton served as a Union
soldier alongside her husband going
under the name “Jack Williams”. They
fought side by side for 22 months until
the Battle of Stones River in which her
husband succumbed to a bullet. She
soon after revealed herself as a woman
to the government and reporters,
leaving the army in disgrace..

DIRECTIONS : Rinse under water to create a delicate, rose scented lather to
cleanse and refresh the skin.
Based on a traditional Victorian recipe, the Frances gives a sensorial
sudsy experience filling the senses with a delicate rose scent.

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PBOOWDYDER

KEY INGREDIENTS:
Arrowroot powder, Ka-
olin clay, Potato starch

Dearly Departed • Brand Book

HEROINE PROFILE

FSulessacnhLee
A Doctor. A Medical Missionary
Susan Le Flesche graduated top of
her class at the Women’s Medical
College of Pennsylvania in 1889.
Known as the first Native American
doctor, she became a medical
missionary for her Omaha tribe. She
fought her entire life for furthering the
health of her tribe.

DIRECTIONS : Dip included puff into powder and apply liberally for silky
smooth, fresh feeling skin.
Susan body powder leaves the skin feeling silky and refreshed. The
light perfume scent lasts throughout the hottest of days.

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CBORDEAYMCOLD

KEY INGREDIENTS:
Rose water, Deodor-
ized shea butter, Cacao
butter, Argan oil, Sweet
almond oil, Vitamin E

Dearly Departed • Brand Book

HEROINE PROFILE

IWdaelBl.s
A Journalist. An Activist.
Ida B. Wells was born enslaved in 1862.
Both of her parents and one sibling died
due to Yellow Fever at age 16 leading her
to be the provider of her family. She soon
found a job teaching and a love of writing.
In her time as a journalist, she would speak
out against segregated schools which led to
her to be fired from her job in 1891. In 1892,
the tragic murder of two of her friends
compelled her to begin her anti-lynching
effort. She took this effort to D.C. calling
for the president to enforce reforms. Ida’s
legacy lives on today in her Civil Rights
organizations such as National Association
of Colored Women and NAACP.

DIRECTIONS : Use scoop to collect quarter size amount and rub for soft,
supple skin
Ida body cream leaves the skin supple and evens skin tone with a
traditional Victorian based recipe.

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PSOERLIFDUME

KEY NOTES:
Rose Otto, Orange
Flower, Tobacco, Black
Peppercorn

Dearly Departed • Brand Book

HEROINE PROFILE

IJodvairta
An Activist. An Advocate.
Jovita Idar grew up in Laredo,
Texas with a father who owned La
Cronica, a newspaper that exposed
discrimination against Hispanic
Americans. Seeing the attack on
Hispanic students’ rights to education,
she started a group called La Liga
Femenil Mexicanista whose mission
was to teach low-income students
and sharpen adult literacy skills.
She soon after took over her father’s
business, later supporting the Mexican
Revolution in 1910.

DIRECTIONS : Open this enchanting locket to unlock a feminine and
powerful scent that inspires you to command the room. Add to pulse points
for a long lasting scent experience.
Like Jovita Idar, this perfume commands a room. Offering an elegant
yet empowered scent of rose otto, orange flower, tobacco and black
peppercorn. This scent is as unique and diverse as you are.

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Dearly Departed • Brand Book

BUSINESS MODEL

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THE BUSINESS
MODEL

Dearly Business
Departed Model

KEY ACTIVITIES

Dearly Departed is dedicated to inspiring the female changemak-
ers of tomorrow through a Victorian inspired bath and body care
brand that educates on historical feminist icons, offers sensorial
formula, and sustainable, intricate design. At our Savannah head-
quarters, the owner and her employees will be manufacturing
and filling the bottles by hand with care. We will ship out orders
twice a week (Monday and Thursday) to increase efficiency of our
company. To answer any questions or issues customers may have,
our customer service SCAD Intern will receive and process inqui-
ries. Our ecommerce platforms (Shopify, Etsy, Social Commerce)
will be run by our owner and designed by our graphic designer.
Our social media will be run by our social media manager daily to
engage our consumers.

VALUE PROPOSITION

Dearly Departed strives to inspire the next generation of heroines
through transporting, sensorial products inspired by Victorian
heroines. We transport you to simple bliss while offering sustain-
able, convenient design. The best of the past and present is here to
create a blissful ritual to worship yourself as the heroine you are.

Dearly Departed • Brand Book

KEY RESOURCES

HUMAN

Dearly Departed will launch with 2 full time employees, 1 intern,
and 4 contract employees. The owner will manage the overall
strategy for the company and ecommerce functions. The director
of social media will manage all of social media marketing, posts,
and live streams. Our graphic designer will run branding, website
design, graphics, and advertisements. Our customer service intern
will manage our phone, website, and social media customer service
to answer any questions customers may have. We will contract an
accountant once a year around tax season to sort finances for the
year. We will contract a legal team as needed to assist in patents,
formulation, etc. Our photographer will be employed on a con-
tract basis 3 times a year to get assets for the newest season.

FINANCIAL/INTELLECTUAL

Dearly Departed will seek an initial investment of $200k from
banks to cover initial expenses. Dearly Departed will also purchase
rights to our logo, branding, name, packaging, and formula trade-
marks/patents to hold them as ownable assets.

PHYSICAL

Dearly Departed will rent out an office space to run our business
functions. We will also purchase 2 printers, 3 desks, and 3 chairs.

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CUSTOMER RELATIONSHIP

Dearly Departed puts their relationship with the customer first
and foremost. To expand and strengthen our community of mod-
ern suffragettes, with our blog feature on brand.com, paid social,
and email newsletters. Each method engages and educates the con-
sumer about our products and our heroines. We utilize Instagram,
Facebook, Pinterest, and Tiktok advertising on each channel.
These channels focus on displaying our beautifully made content
and UGC of our wonderful community. Our blog is focused on
educating the consumer on our heroines and beauty facts regard-
ing the Victorian era. Consumers will be able to respond and share
posts with our community. Finally, email newsletters allow our
community to learn about new releases and events. Paid social
will account for $204 a month for all three channels. Email blast
will be made in house and sent through Shopify ($79 a month).
The blog will be a part of our website which accrues into the $79 a
month Shopify fee.

CHANNELS

www.Dearlydeparted.com will be our main selling channel in
the first year. We will utilize Shopify for its omnichannel inter-
connectivity starting at $79 a month. Etsy will be our secondary
platform costing us $10 a month for an upgraded membership. For
our brick and mortar channels, we will be selling through Kehoe
House, Presidents’ Inn, and Azalea Inn and Villas; three beautiful
bed and breakfasts here in Savannah, GA. This agreement is esti-
mated to cost us 20% of all sales from the partnership. Instagram,
Facebook, and Pinterest will be our main social channels in which
we post our beautiful content and collaborate with other woman
owned businesses.

Dearly Departed • Brand Book

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CUSTOMER SEGMENTS

Dearly Departed serves a small niche community of empowered women
who look for a moment of transportation in their busy lives.

BUSY, DEVOTED MILLENNIAL MOTHER

Busy working mother of three who stands out amongst the soccer
moms. Marches to the beat of her own drum and strives to be a
role model to her children. Millennial, 30-40, and lives in a sub-
urban gated community in East Coast, USA. Asian, joint income
175k, owns hair salon, Married.

INTELLIGENT, HISTORY LOVING GEN Z

Self-motivating, intelligent History major student whose goal is to
one day work in curation at the Smithsonian. She surrounds her-
self in Knick knacks from her favorite eras of history. She is devot-
ed to her studies and finds little time to hang out with friends due
to workload. Gen Z, 20-25, and lives in a small apartment with her
cat on East Coast USA. White, income of 25k, works as a barista,
dating for 3 years.

INSPIRING, AFFLUENT GEN X

A pillar of her community, she volunteers, donates, and would give
the clothes off her back if asked. Retired affluent woman who now
spends her days with her grandchildren at the park and enjoying her
family. Inspires grandchildren to give back to the community and
always have a kind heart to others who need it most. Gen x, 45-55,
and lives on Northeastern Coast in large home. Hispanic, income of
250k, retired business owner, married for 25 years.

Dearly Departed • Brand Book

71

COST STRUCTURE

EXPENSES ANNUAL COST

COGS $52,226.0
Advertising 14,070.0
Insurance 2,412.0
Marketing 562.0
MISC Fees 75,300.0
Office Supplies 563.8
Rent 20,304.0
Salaries, wages, benefits 47,008.0
Telecommunication 1,368.0
Utilities 2,100.0
Website 2,107.9

TOTAL $218,021.7

Dearly Departed • Brand Book

REVENUE STREAMS

Consumers can pay via credit card, debit card, Klarna, and Afterpay.

REVENUE STREAMS COST %

Frances Bar Soap $110,390.0 28
Qui Jin Bath Oil 38,148.0 10
Susan Body Powder 20,532.0 5
Ida Body Cream 114,010.0 29
Jovita Solid Perfume 96,830.0 25
Refill Pods 15,930.0 4
Refunds & Discounts (5,937.6)
1.5
TOTAL
$389,902.4

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Dearly Departed • Brand Book

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Dearly Departed • Brand Book