This is the “Joe Fresco” pitch I was making to Guy Kawasaki in my dream last night. My alarm went off just as he was smiling and shaking his head, “yes, yes” - and probably about to hand me over millions in venture money. Damn you alarm clock! It’s basically taking TLC’s “What Not To Wear” concept and turning it into a brick & mortar store franchise – for men.

- Focus on the “Dad” – age 30-60
- Who, after being married and with kids, has let style creep away

- Put the stores in malls for walk-thru traffic & partnering opportunities
- Focus on business casual type clothes, but will do everything from weekend style to suits
- Will not sell the clothes, but will help them shop for clothes (at partner sites in the mall)
- Will offer tailoring, as that is the easiest way to improve any look
- Will offer haircuts
- Will sell “packages”: style consultation & shopping guide, tailoring, haircut
- Will even tailor his existing wardrobe

- Our value is, “We hand-hold you to cool

- Deliverables:

• Full set of measurements
• Style guide for their body shape
• Color matching guidelines
• Seasonal style tips
• Personal shopping assistance
• Discounts at partner stores
• Tailoring
• Haircuts/grooming