What is Cupable?

Annually, a staggering 650 billion disposable food and beverage containers are used but a meagre 9% are successfully recycled. The majority end up in landfills, polluting our oceans or destroying people’s habitats. Despite the availability of alternatives like compostables/biodegradables, recycling remains ineffective due to contamination, with high levels of methane and GHG emissions being released when packaging decomposes.

Cupable was launched in 2019 to meet the demand of customer convenience by providing a truly sustainable, zero waste alternative to single-use. We have pioneered reuse systems that combines returnable packaging, drop point infrastructure and tracking technology to ensure packaging is used in perpetuity.

To date, Cupable has served 500+ brands across 4 countries, saving 5 million+ items of single-use plastics from landfills and 39 tonnes of CO2 from entering the atmosphere. We partner with food and beverage brands across universities, offices, sporting arenas, events and restaurants, to provide businesses with a solution that can handle the growing demand of consumption, reduce scope 1,2 & 3 emissions, and remove waste.

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What is The Party Cup?

Cupable is launching its first direct-to-consumer range focusing on the GenZ and the street wear culture called "The Party Cup". It's built on our few core insights:

• End users love our cups - They are created to last over 500 uses or over 2 years!
• Gen Z have the woke culture and prefer pseudo alternatives. Something to differentiate and be a bit sustainable even at a small premium
• The current drinking experience is broken - If you have gone to a house party, you've either gotten a substandard drinking experience or you cant find your cup as all look the same!
• Just like T-shirts, Sneakers and everything else around - Users purchase in something they believe in, something which looks good and something which is new
• Quick commerce companies are selling over 300,000 single use paper and plastic cups every single day!

Why Party Cup?

A few reasons why we are using the party cup as the range name:

• Direct to the user - You dont need to explain what it is. It is literally the cups you will use at parties
• While users know Cupable but it gets the question why and what. Our base has been B2B and not a lot of users would resonate with the name

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Section I

What is the product really in the business of?

The product is in the business of selling our reusable cups for house parties. The aim is make them feel good about themselves along with giving them a premium experience at affordable prices

What problem does the product solve for?

The Party Cup solves for 3 core problems:

• Drinking Experience - Current solutions are substandard and not upto the mark.
• Made of Renewable Sources - Alternative to the single use plastic culture and 100% reusable
• Affordable - Now users can have personalised products at affordable prices

What are the customer benefits?

• Better User Experience - Easier to drink and like to hold on to. Users are always looking to get rid of their cups, vs users love to take these as a cup home as a memory
• Differentiator - Each of the cups look and feel different than the current solutions. it makes the users feel sustainable and gives them a superior feeling. (Better for you and the planet)
• Personalisation - We marry the cups with current street art and trends to ensure our users always have the trendy cup in their hands! Eg Subko X Party Cup, Bangalore Boy Cup

How is your customer currently solving the problem?

There are 3 basic alternatives in the market:

• Paper Cups - Pathetic user experience, not preferred by anyone - Users much rather drink from the bottle or mix it in an aerated bottle
• Plastic Cups - Accessible and Affordable solution for Bars, Wine Shops (Not permissible though)
• Glasses - At home cutlery, extremely inconvenient to wash it for everyone

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Let's look at the trust vs awareness map

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1. Trust - This is an absolute important parameter. We are a nobody in the industry and traditionally this industry has worked on free stuff provided by bars or alcohol sponsors
   
   You can hack this by working on your distribution strategy and making it accessible everywhere. This category falls in the out of sight, out of mind zone. Essentially created only by the quick commerce industry
   
   

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2. Need - Technically, no one will ever say I need a better cup to drink my alcohol in but the moment you make the users experience in, they would never want to go back. The category is entirely experiential and built on the story.
   
   Eg - Do you ever need a key chain? Do you ever need a new tshirt?

3. Relevance - To understand this, you need to understand the GenZ culture and our target audience better. Its relevant to them only because of the behavioural pattern of our consumers. 80% of the times it will not be the only product which will be added to the court, its always the ancilliary
   
   Each ICP will have a different core motivation behind it.
   
   

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Let's look at practical use cases for our party cups:

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• Wine Shops - When GenZ wants to pre-drink and dont have money to go to a restaurant. They cant take the alcohol bottle inside the club, so they need to drink it on the road or in the car or cab.
• House Parties - Most typical use case. Users no longer want to take the headache of washing glasses. They are limited, can break, and after a point of time it doesnt matter
• Customisation - To show they are sustainable and customise something for their themed party

Apart from that, they are perfect for party games like Beer Pong

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Core Value Proposition

Section II

What are your category insights?

• Our category is now being compared with their tableware cutlery at home, glasses at home. Users evaluate with the effort taken to wash those glasses or the cost of getting them washed by the helper
• Quick Commerce has proved that users value convenience over everything
• Single use cups do not have the best drinking experience. It is surviving due to lack of other alternatives
• Access wins in this category - It is always last minute

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What are the top problems this category is suffering from?

• Lack of alternatives
• Lack of innovation
• No Brand or Story
• Last minute - so always based on whats nearest/available
• Low AOV

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What are the user problems?

• Single Use Plastic
• Bad Drinking Experience
• Lack of alternatives
• Boring cups, no innovation

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What are user non negotiables?

• Good Drinking Experience, should be able to enjoy my drink
• Should always be accessible
• Good Looking, should be able to differentiate
• Easy to clean or dispose
• Guilt Free experience

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What are your user negotiables?

• Colour, Form
• Secondary Packaging

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What are their aspirations?

• Differentiation - have a unique experience or show one thing which wasnt there earlier
• Personalisation - Make the party rememberable
• No hassle after parties

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Brand Wedge

If category perception is that the user will purchase whatever is available as its not a planned purchase, and the user painpoint is that they dont know or pay enough importance and plan in advance, the the party cup will always prioritise building trust, spreading awareness and covering all distribution points

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How will your brand footprint look?

Look - Sustainable, Vibrant, Street Smart but not expensive

Speak - I am quirky but not condescending

Behave - I help you look good an sustainable but not by being in your face

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Section III

As Party Cup is not launched yet - we have the opportunity to design it from scratch

Vibe

• Today's generation - We need to get the FOMO factor out
• It needs to look vibrant, come in the eye and easy to recognize
• Extremely playful as thats the target audience

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Reusable Cup

• The aim is to keep changing as per trends. Remember Nikhil Kamaths bangalore boy tshirt?

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Secondary Packaging

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Communication:

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1. Front Side - You've just upgraded your drinking experience! Party Cup logo on the bottom
2. Backside - Good for you and the planet! These cups are 100% sustainable and reusable with logos of recyclable, our tests, crop waste and CO2 emissions per cup
3. Left Side - Just vibes - Scan this QR code and get a special party playlist from ourside - Spotify link
4. Right Side - Party Starter Kit - Games and Questions
   
   

Onboarding Note

Page 2:

Illustration of Beer Pong

Rules

• divide people in teams of 2
• every player on a team throws one ball per round
• each time the ping pong balls goes inside the cup, the opposite teams needs to down the drink
• the elbow must always stay behind the edge of the table when throwing
• the teams take turns throwing
• voila, you have people drunk enough to start a rager party

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Page 3 - Mini Stack

Illustration of Stack

Rules of Mini Stack

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Page 4 -

Just the logo

QR Code to spotify playlist

Scan this code to turn your party into a rager

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Website

Tagline - The Ultimate House Party Cup

Sub Tag - Good for you and the planet

Landing Page Reference:

Scroll 1 - Product Page

• Ultimate Party Cup - Pack of 6/12
• Ultimate SOBO Cup - Pack of 12
• Ultimate Dilli Cup - Pack of 12
• Ultimate Bangalore Boy Cup - Pack of 12
• Ultimate Shot Cup - Pack of 12
• Custom Party Cups - Pack of 12

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Product Description:

India's #1 Party Cup!

GIFs on how to use the cup

The iconic red party cup becomes sustainable now! Keep the good times rolling without the guilt of using plastic and improving your drinking experience

Whether you're hosting a house party, or an office party or taking them for roadtrips - The Ultimate Party Cup is your saviour.

Benefits:

• Stackable
• Reusable
• Recyclable
• Perfect for games
• Sturdy

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Checkout:

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Newsletter

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Colour Scheme - Vibrant

Theme - Up your house party game!

Format - 1x Cocktail Drink, 1x Game, 1x Food, 1x Setting up tips

Instagram

Evergreen Topics - How to make friends as an adult, how to play a game, house party vs clubbing, party memes

Topical - If different alcohol could dance, barney true story series - The faster you finish your drink, your chances of calling you ex increases. True Story, lets get drunk and tell each how we feel

Each of the topic is a series where we create content and uncover stories

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Additional brand led ideas:

• Podcasts - Uncover the wildest parties
• Product Integrations - Party Games, Alcohol Companies
• Event Integrations
• Hosting Influencer Parties

As the brand grows, we will start investing in each of those assets to build a new party brand in a category which never existed. TAM doesnt exsit today but a key indicator is that the plastic cup used at parties today generates over $3BN in revenue just by selling one SKU!