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Account Planning School of the Web

Waterfield creates high-quality, USA-manufactured carrying cases for the modern, mobile lifestyle. From cargo bags to iPod cases, each product is designed with stylish appeal, spacious compartments, and unparalleled quality, taking customer feedback into account. Waterfield aims to provide durable and functional bags that young, successful individuals like Jen, Dave, and others desire, with a focus on exclusivity, durability, and usefulness. With a mission to create beloved products, Waterfield offers a unique and thoughtful approach to bag design.

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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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