Umē | Application Preview
Umē is seeking government grants to fund various aspects of their business, including real estate, IT and web development, fragrance formulation, pre-opening salaries, packaging, and marketing. The total funding request is $259,580, with significant allocations for pre-opening salaries and fragrance formulation.
The business plan emphasizes a user-friendly online presence and excellent customer service to attract and retain customers. Social media will play a crucial role in promoting the brand, with strategies across platforms like Facebook, Instagram, YouTube, LinkedIn, and Twitter to enhance brand visibility and engagement. Each platform will be used purposefully, from regular posts and interactive content on Facebook and Instagram to informative videos on YouTube and professional networking on LinkedIn.
Umē plans to leverage paid media strategies, including Google advertisements and search engine optimization (SEO), to enhance online visibility. They aim to optimize website content and speed, utilizing specific keywords to improve rankings on search engines.
The company aims to revolutionize the fragrance market, particularly oil-based fragrances, which they believe are often misperceived. By focusing on quality and luxury, Umē seeks to reshape perceptions and introduce customers to the benefits of oil-based scents, positioning them as high-end alternatives to traditional alcohol-based fragrances.
In a competitive landscape with established brands like Le Labo and Byredo, Umē aims to differentiate itself by addressing common issues associated with fragrances, such as strong odors and skin irritations. Their approach involves carefully crafted products made in controlled environments, prioritizing customer health and satisfaction.
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General Information
Business Registration Number: 87-2545668
Location: Los Angeles, CA, United States
Length of Operation: Less than 1 year.
Number of Employees:
Annual Gross Income:
Annual Gross Expense:
Open to Loans: YES
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Funding Usage
Real Estate $ 19,200 IT & Web Development $ 8,000 Fragrance formulation $ 31,500 Pre-Opening Salaries & Wages $ 171,000 Packaging $ 13,000 Marketing $17,880
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Business Plan
With our good-friendly web interface, excellent customer service and an experienced team working on the satisfaction of our customers, we plan to heavily focus on our internet foot traffic. SOCIAL MEDIA How we will use social media to promote our brand. We will use all social platforms to increase brand awareness and drive leads. Facebook Facebook will be used to promote the brand, industry, and company products, ➤ Posting 3-5X a week ➤ Using call to actions and questions in captions so people engage ➤ We will post posts types that are currently being posted on Facebook ➤ We will set up a campaign with specific posts Instagram Instagram will be used to promote brand awareness and grow the brand itself through trends and visuals. ➤ Posting 5+ times a week ➤ We will engage with similar companies ➤ Reviewing analytics and post at optimal times ➤ Stories - quick updates, news, quizzes/polls - have at least one story every day ➤ Classic posts - use for campaigns, information about the brand ➤ Reels - fun short videos about events, products, and brand ➤ IGTV - longer videos campaign specific ➤ Creating giveaways so people share our brand YouTube YouTube will be used to show knowledge about industry. ➤ We will post videos with advice and tips and informative videos ➤ We will use branded thumbnails so viewers know what the video is about, know the brand, and looks professional ➤ We will use YouTube cards during the video to lead to other videos ➤ We will have suggested videos at the end of each video ➤ We will mention to viewers to subscribe for more in the video ➤ Videos will be posted at least once weekly instead of bulk uploads or inconsistent uploads ➤ In description, we will use keywords and link our website and social pages LinkedIn LinkedIn will be the platform to make meaningful connections with other businesses. ➤We will create a LinkedIn account to connect with organizations on a professional level ➤ We will use LinkedIn to write more in-depth about the business and its goals ➤ Connecting with others in target markets ➤We will comment and engage on posts of others ➤ Message organizations ➤ We will promote the brand and its accomplishments ➤We will use statistic oriented posts to gage our audience ➤We will Write posts about the company and its objectives ➤ Posting 3-4X a week Twitter Twitter will be used for quick updates on our brand and products ➤We will post consistently - 5+ times a week ➤ We will share Tweets/engage from similar brands/topics/outlets PAID MEDIA Google We will use Google search and keyword searches to land on the front page of Google searches. Keywords we will focus on: (any keyword in industry, competitor keywords, and relevant to name) We will use Google ads to retarget. By using Google ads we can show up on pages in our industry and place a cookie in someone`s browser that was on our website. By doing this, our ads will show up in their Google searches and get them to come back. SEO This is how we will use SEO to our advantage. ➤ Using keywords, SEO, and optimize site speed for high Google ranking ➤ Keywords to focus on: ➤ List keywords in our industry ➤ Plan keywords - • https://neilpatel.com/ubersuggest/ • https://www.semrush.com/ • https://trends.google.com/trends/?geo=US ➤ SEO ➤ Optimize image size ➤ Use Alt Text for images ➤ Use internal and external links ➤ Site Speed - • https://developers.google.com/speed/pagespeed/insights/ - test and review How we will optimize SEO ➤ Picking keyword or phrase we will focus on ➤ Using one of the mentioned keyword planners to find variations of keywords ➤ Input keywords in the text for our website ➤ Using alt text for photos on our website and including keywords in the alt text ➤ Alt text is for images on a website or in a blog post. While uploading an image, there is a section that says alt text, this is where you can put a short description that includes keywords ➤ Building trust with Google by including internal and external links in website ➤ Keeping all sentences and paragraphs short with plenty of images ➤ Optimizing image sizing and run speed test to find slow parts of website and build speed to help build SEO ➤ Facebook: 1200X630px ➤ Twitter: 1024X512 px ➤ Instagram: landscape 1080X566 px portrait: 1080X1350 px square: 1080X1080px stories: 1080X1920px ➤ LinkedIn:1200X627 px ➤ Website: 1500 px wide (let it auto adjust height) Magazines Magazines are the perfect blend of traditional and digital marketing. Most magazines today have a physical and digital copy, which gives advertisers a larger audience range. Once the company buyer persona is finalized, we will decide whether our customers are more into digital or physical magazines to help us decide on where to advertise. We will find magazines in the company’s niche and we will build campaigns around them and incorporate them into ongoing campaigns. Digital magazines should have article and banner advertisements and physical copies should be full-page ads. We will try to work out a deal with digital and physical publications to get into both editions for a better price. With the rising importance of personal hygiene and grooming among both men and women steadily climbing, we at Umē want to introduce a new way of thinking about fragrance. With the understanding of the positive effects of fragrance oils compared to alcohol-based fragrances, our biggest goal is to change the perspective of oil-based fragrances from something seen as “cheap” or “less than” in comparison to alcohol-based fragrances and introducing them as something that can be of luxury and of amazing quality. And in turn, flip the entire fragrance industry on its head.
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Self Identified Competition
Le Labo Fragrances • Each of the fragrances is layered with an intoxicating medley of notes and since they're oil-based, one spritz can last all-day • They offer a lot of different fragrances • Body, hair, face and grooming products available • Launched in 2006 • Number of Employees: 51-200 employees • estimated web sales of $25M-$50M • monthly unique visitor traffic 176,410 visitors Ambre Blends • They sell handcrafted fragrances to blend with the body chemistry • Also selling hand sanitizer • They are sold at a lot of stores in the country • Producing products since 2001 Byredo Luxury • They are offering perfumes, makeup, hand and body care • Free shipping available • A lot of home fragrances available • They have 5 stores • Founded in 2006 • estimated web sales of $25M-$50M • monthly unique visitor traffic 172,811 visitors The fragrance business is a well-developed sector with a variety of different manufacturers offering a diverse range of goods. All of the companies want to create a distinct smell that will reflect their brand. This is when many fragrance companies generate a terrible aroma that cause problems with clients. The following are some of the most prevalent problems: • Very heavy aromas that cause headaches • Creating difficulty breathing • Causing rashes and irritations • Allergic reactions • Non long lasting fragrances that fade quickly Our Solution Umē's products will be made in a controlled atmosphere with a regulated dosage of ingredients. The brand will sell fragrance oils or perfume oils that will exceed client expectations like no other scent. We combine safety and health with luxury.
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