2015 ECF PowerPoint Presentation

If e-cigarettes are so great, how come all smokers aren’t using them?

2007 ABOUT E-CIGARETTE FORUM (ECF) • World’s oldest & largest vaping 2011 • community, founded in 2007 3 million visits a month • 12.5 million unique visitors over the last 2014 • year 8 minutes per visit • Nearly 16million posts • Started the conversation about e- 2015 cigarettes and what they could become

IF E-CIGARETTES ARE SO GREAT, HOW COME ALL SMOKERS AREN’T USING THEM? 3 Topics I will cover: 1. Distribution 2. Products 3. Stigmatization

1. DISTRIBUTION

THE GOOD STUFF IS HARDER TO GET THAN THE “MEH” A Convenience Store A Vape Café, London

2. PRODUCTS

THE GOOD STUFF IS HARDER TO USE

Customisation of user experience appears to be important in “success” 2015 2014 2013 0 1-3 4-8 9-12 13-18 19-24 25-34 34+ Milligrams per milliliter NICOTINE We have seen a continual downward trend in the strength of e-liquid, as a function of higher power devices proliferating. STRENGTH

3. STIGMATIZATION

“ACQUIRED STIGMA” Can a heavily-stigmatized market incumbent transfer its stigma onto a competing disruptive technology through acquisition?

Source: Daily Caller

“THE E-CIGARETTE INDUSTRY SHOULD BE PUT OUT OF BUSINESS!”” Watch: BIT.LY/SenatorHatesVaping

TL;DR / CONCLUSION So, in answer to the thesis question! The products aren’t good enough yet; the distribution of current best-in-class products is unequal; and stigmatization of the category is putting smokers off from trial and transition. But do note: even with unfinished product, even with rampant stigmatization, even though this industry is only 8 years old - millions of people are already u sing the products. The need for them to remain in the market should, therefor e, be obvious, and there’s no doubt in my mind that they will remain.

Thanks! e-cigarette forum