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Account Planning School of the Web

Account Planning School of the Web. Brand. Creates high quality carrying cases for a modern, mobile lifestyle that are manufactured and designed in San Francisco, USA Sells products on-line at www.sfbags.com. Signature Product. Cargo: $169 - $209 Stylish Design Spacious Compartments

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Account Planning School of the Web

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  1. Account Planning School of the Web

  2. Brand • Creates high quality carrying cases for a modern, mobile lifestyle that are manufactured and designed in San Francisco, USA • Sells products on-line at www.sfbags.com

  3. Signature Product • Cargo: $169 - $209 • Stylish Design • Spacious Compartments • Quality Construction • Manufactured in the USA

  4. A bit too much detail Other Products • iPod Case: $20 • PSP Gear Pouch: $29 - $39 • Sleevecases: $38 - $97 • Wallets: $19 • Other Great Bags: $79 - $149 • Other Great Cases: $19 - $49

  5. Values • Customer Feedback • Products are designed and modified by listening to customers • Unparalleled Quality • Products are constructed using the highest quality components; no expense is spared • Unique Style • Products are created with aircraft buckles, colorful indium, gold lining and other nice touches

  6. Mission • To make products our customers will use, abuse and adore.

  7. I like the brevity of this but it doesn’t feel deep enough. This is a really difficult balance to strike - quick and simple is good but just saying ‘young and successful’ isn’t enough - you need to give me something more substantial and insightful Customers • Meet Jen and Eric • They are young and successful

  8. Customers continued • Meet Dave and Jim • They have a fast paced, digital lifestyle

  9. As before Customers continued • Meet Darnell • He is stylish and cosmopolitan

  10. Brands Jen, Eric, Dave, Jim, and Darnell Like

  11. This is good and true but it’s not enough, there’s not enough depth/insight - there are lots of bags that deliver this stuff - you need something more meaningful to create this connection Things Jen, Eric, Dave, Jim, and Darnell Want • Something unique • Their success is demonstrated by an item possessed by few • Something durable • Their lifestyles place constant stress on bags • Something functional • Their bags serve as an organizer for both work and play

  12. Things Jen, Eric, Dave, Jim and Darnell Want continued • They want a Waterfield bag • Priced exclusively for successful people • Constructed durably for mobile people • Designed functionally for technical people

  13. Yup. Smart. But not surprising enough. One-to-One Communications • Be Exclusive: • Continue hand written “thank you” note program • Continue exclusive retailing • Be Durable: • Establish new lifetime warranty on all products • Initiate periodic follow-up conversations on the state of products • Be Useful: • Establish a product review user’s forum to continue the organic design process

  14. I might be being too harsh on this. You’ve done a lot that I’ve asked for - it’s quick, well-summarised, looks good - but I think it need something more - there’s no real insight in here about the audience and their possible relationship with the brand. It’s a little too simplistic and trite. Communications continued • Most importantly, continue focusing on your mission. It’s working so far! • For more information on Waterfield: • Visit www.sfbags.com

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