Group 18 Business Model- Revenue Side Bristol, Cuozzo, Holz, Lyman, Patibandla, Sexton
Core Strategy Business Mission Product/Market Scope Basis for differentiation
Business Mission Shoe Skins mission is to become the leading purveyor of interactive footwear that encourages the active participation of its wearers in its design and dissemination primarily through the Shoe Skins website, kiosks and social networking venues. Through direct customer input our products and offerings will stay on the cutting edge of tween and young teen fashion.
Market Scope Shoe Skins initial market scope: Athletic/casual footwear and footwear fashion for tweens and young teens ages 9 to 14 in the United States and Canada
Product Scope Shoe Skins will be selling a “participatory footwear experience”- not a new kind of shoe. Buyers will be engaged in choosing and perhaps designing the look of their shoes. The website experience will be a part of every new purchase. Social networking and group interaction will be encouraged and incented.
Some Sample Skins
Basis for Differentiation Differentiation through product and service The unique shoe/skin system differentiates Shoe Skins from other footwear products Business model based on selling more Skins instead of shoes Real as well as virtual communities created among users Existing users drive new business through networking
Customer Interfaces Shoe Skins Shoe Skins Shoe Skins Website Mall Kiosk Point of Sale Display
Fulfillment and Support Primary customer interface via the Shoe Skins Website Secondary interface via online vendors such as Amazon Goal of getting display space and Point of Sale displays in retail stores, particularly specialty and gift stores Live interaction with customers through Kiosks in the malls and in other high traffic shopping centers
Relationship Dynamics Virtual connection through Shoe Skins website Presence on social networking sites Virtual communities created by the users Face to face connection through Mall-based kiosks Specialty and gift stores
Information & Insight Users register on website to receive free skin. Website records user purchases. Sort data, demographics, designs, network, etc. – # of each design sold –where? – Design of the week – Most popular designs – Games unlock with purchase Collect Comments, Recommendations
Pricing Structure Basic offering: Shoe System (includes pair of shoes & 1 skin & a code for a 2 nd skin) Additional Skins sold in stores/kiosks as well as online at an incremental price with bundle pricing for multiple skins or group orders Custom Skins at a small premium Shoe Skins site provides accessible
Customer Benefits Cost benefits Lower base price than competitive “custom” athletic shoes Change the look of your shoes without having to buy a new pair Value benefits A fun, interactive experience that goes beyond footwear fashion The ability to make your shoes reflect who you are