Barry Davis: Back on Board?

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Presentation transcript:

Barry Davis: Back on Board? Super Awesome Consulting Inc.

Agenda 3C Analysis Main Issue Key Objectives Criteria & Alternatives Evaluation Matrix Recommendation

3C Analysis - Company Design & Technology Brand Recognition Growth Potential

3C Analysis - Customer Not entirely about price & quality Income LvL & Age Gen X + Boomer + Girl

3C Analysis - Competition Specialty Retail Store US & Australia Big Corporation Competition

New vs. Old Target Market Main Issues Retail vs. Manufacture New vs. Old Name New vs. Old Target Market

Sustainable & Scalable Growth Potential Key Objectives Sustainable & Scalable Growth Potential Market Share Clear Positioning Brand Diffentiation

Criteria Growth Potential (2) Customer Recognition (2) Cost to Implement (3)

Alternatives Market Development Product Development Market Penetration Skateboard Alternative Markets Product Development Apparels Skateboarders Market Penetration

Evaluation Mix 28 Market Development (2) 2(4) 4(8) Growth Potential Customer Recognition Cost to Implement Market Development (2) 2(4) 4(8) Product Development (2) 3(6) Market Penetration (3) 3(9) 1(3) 4(12) Total 19 15 28

Recommendation Market Penetration Excellent Customer Recognition Great Growth Potential Excellent Customer Recognition Less Cost to Implement

Implementation Product Distribution Price Stay with Existing “Hot Shot” Same Design & Technology Distributor for existing apparel Distribution Open a Retail Location Find Other Distribution for our boards Price Cost = $80 Price = $200

Message: 100% made in Canada Implementation Promotion Hot Shot Website “SEO” YouTube Videos Contest + Prize Message: 100% made in Canada

Implementation Pre-Open (3 Months) Product Place Design Making the board Lease Floor Layout Stocking Inventory Adverting Website Open Personal selling directly to consumer Finding other distribution channels across Canada

Financial Analysis Market Size = $12.7M We expect Barry to gain 1.5% of market share at first year = $191,000 (Est. Sales) Market Size Target customer 71% of 35,000 skaters * 3.8 avg purchase per year * $135 per skateboard High 200(20%) middle 150(40%) Low 50(40%) High 6 / middle 4 / low 2

Financial Analysis Profit = Quantity sold * (Price – Variable cost) – Fixed Cost Fixed Cost = Marketing Budget ($25,000) Cost Effect Contest & flyers $5,300 Q 2% Youtube & website $2,000 Become a distributor for existing brands of apparel $10,000 Q 3% Google advertising $7,700 Q 5% Contest $1000 * 5mon + 300 for flyers Overall, Growth rate will be about 12%