Problem/Opportunity Ever since Andrea Marcus, the founder of Mistura Beauty Solutions, appeared on Dragon’s Den in 2009, her company has experienced a tremendous amount of growth. However, her new found success has not been a smooth ride. Due to the lack of financial capacity, Marcus is beginning to struggle with the scalability of her operation. Currently, Mistura Beauty distributes their product to over 200 stores across Canada. Despite being a very effective channel to reach their target consumers, it is also hindering their operating cash flows. The cash layout necessary to provide inventory to these larger chains has a significant impact on the rest of Mistura’s activities. All these symptoms can be attributed to the nature of her small …show more content…
Female baby boomers looking to maintain their youth, and young women who want to appear more sophisticated (age 20-65). Both of these segments dominate the cosmetics industry, and like their competitors, Mistura hopes to attract as much of these individuals as possible. Within these segments, they pursue consumers that value simplicity. With products that work with all skin tones, customers would not have to deliberate on which one of Mistura’s offerings would suit them best. Simplicity also refers to the application process of their product. The single-step application resonates with many consumers. Affordability is an extremely important factor as well. The company’s products are priced to demonstrate their value; a high-quality product at an affordable price. This is further emphasized through the travel versions of their products that are smaller in size, but priced a lot lower than the original package. This indicates that these women are most likely a part of the middle class, earning an annual income of 30 to 70 thousand dollars. Individuals that hold a environmentally-friendly mindset will also be more drawn to their products, since all the packaging is done in an environmentally sound