Perfora’s Journey So Far

Founded in 2021 by Jatan Bawa and Tushar Khurana, Perfora is a digital-first brand that has raised ~ $4M till date (including a Shark Tank deal). With a goal to elevate everyday oral care experience for the aspirational and discerning Indian consumers having an increased disposable income (millennials & gen-z), Perfora plans to disrupt ****the “low-engagement purchase” preventive oral-care market (TAM of INR 8,768 Cr; Toothpaste ~69%; Toothbrush ~23%) using science-backed, design-led and mindful products like electric toothbrush, AM/PM toothpastes (SLS & fluoride free), teeth whitening serum & more.

D2C ~ 55%, Marketplaces ~ 40% & Retail ~ 5% (available in 300 stores)

Market 📈

— The revenue in the Oral Care market in India amounts to $1.89B — Product distribution in dental care is Toothpaste (69%), Toothbrushes (23%) & others (8%) — 95% of Indian consumers use manual toothbrushes >>> electric because of high costs — Additionally, rural & low-end urban folks use whitening powder & tongue cleaner since adoption is extremely low.

With these factors, we arrived at the market sizing 👇🏻 — TAM → ~₹9700Cr (Income levels as filter #1) — SAM → ~₹4500Cr (Geography as filter #2) — SOM → ~₹280Cr (Internet penetration & propensity to purchase online as filter #3)

Perfora’s Big Problems

High Cost

CAC:LTV ~ 1:2

ARPU ~ INR 2160

CAC ~ INR 1028

CM1 < 30%

COGS ~ 23.3%

Ad Spend as % of Net Revenue ~ 47%

Low Retention

Repeat rate is 20%

Low Engagement

Purchase frequency is just ~ 2.2 times in 1 year

Natural frequency ~ 9 times in 1 year

Insights - User, Market & Competition

• Users:
  • Toothpaste & other products are the product hook with electric toothbrush being the hero product of Perfora. Electric toothbrush is the 1st product for Perfora.
  • Personalisation & packaging, Bundle purchases & New toothpaste flavors are leaving a strong first & lasting impression amongst users. While users enjoy name customization they also crave options like customizable subscription boxes.
  • Delay in experiencing the “aha” moment of products (except toothbrush) is a key factor for low repeat rate of 20% & low purchase frequency of 2.2.
• Market: Lack of awareness or/and prioritisation of oral hygiene among Indian consumers.
  • Only 15-20% of people in India brush their teeth twice a day.
  • Same product for different use-cases like gum protect, sensitive teeth, fresh breath, teeth whitening & plaque removal.
  • More than 95% of Indian consumers uses manual toothbrush over electric because of high cost.
  • Among adults who brush only once daily, 95% of them have oral health problems and 83% have cavities or are at a high risk of developing them.
• Competition:
  • Perfora is in affordable premium market with competition from new-age brands like Habbits, Daybreak, Arata, Salt, Himalaya & Dente 91.
  • D2C market is not growing at the same rate but competition to get customer’s attention is getting tougher.

Our Strategy

To achieve the target of “Go from ARR ₹15 Cr to ARR ₹50 Cr while controlling the losses in the next 12 months”, we will follow the below approach:

• ICPs:

  After close to 70+ user calls, we’ve prioritised our ICPs based on CAC, Ease of Adoption, Willingness + Ability to pay. Here are our top three 👇🏻. Meet all of them here in detail.

  ICP 1 - Riya, the Trendy Techie 💈

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  ✅ Age: 18-25 ✅ Salary: 5-10 LPA ✅ AOV: ₹ 800-1,000 ✅ Purchase Freq: Repeats every quarter (purchases for self) ✅ TAM: ₹2,208 Cr ✅ JTBD: Clean and healthy teeth, packaged in modern design and aesthetics

  ICP 2 - Rohan, the Health-Conscious Hustler 💪🏻

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  ✅ Age: 25-35 ✅ Salary: 20-35 LPA ✅ AOV: ₹ 600-800 ✅ Purchase Freq: Repeats every quarter (purchases for self or family of 2) ✅ TAM: ₹5,992Cr ✅ JTBD: Overall oral hygiene, safe and effective ingredients backed by science, design & aesthetics

  ICP 3 - Ananya, the Savvy Millennial Mom 👩‍👦‍👦

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  ✅ Age: 30-45 ✅ Salary: 20-30 LPA ✅ AOV: ~ ₹ 1000-1200 ✅ Purchase Freq: Monthly (Self and Family) ✅ TAM: ₹6,255Cr ✅ JTBD: Overall Oral Hygiene and Seamless Integration with Safe ingredients