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ALL IN STRIDE Business Concept DECK Erin Hutchinson

ALL IN STRIDE Business Concept DECK Erin Hutchinson. Frank Moyes ESBM 3700 April 28, 2003. What is the NEED?. Horse-related accessories used today were invented five hundred years ago. Tack trunks, grooming boxes and jump standards are outdated and unorganized.

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ALL IN STRIDE Business Concept DECK Erin Hutchinson

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  1. ALL IN STRIDEBusiness Concept DECKErin Hutchinson Frank Moyes ESBM 3700 April 28, 2003

  2. What is the NEED? • Horse-related accessories used today were invented five hundred years ago. • Tack trunks, grooming boxes and jump standards are outdated and unorganized. • These things are hard to use, heavy to carry and bulky to store in barns and to transport to horse shows. • According to my research and my customer survey, consumers often feel these products are expensive, but are lacking in quality of materials and do not last.

  3. The Products • A product line that offers products to simplify owning, caring for, training and showing horses. • The “headliner” product will be the adjustable-from-the-saddle jump standard. • This will attract the attention of trainers, who influence the buying decisions of this market.

  4. BENEFITS- FEATURES- • Light weight, durable plastic materials • Professional, clean appearance, • Stackable tack trunks, grooming boxes and related products • Larger products will be equipped with wheels • Jump Standards • White, PVC plastic, 6’ tall • Adjustable from the saddle • Easy for target market to carry, longevity-saves replacement costs • Status symbols, nice, neat looking equipment is associated with prestige (very important in the horse-world). • Maximizes storage space, organizes tack rooms, barn aisles and temporary horse show set-ups • Easy of transport, saves energy and time (important to Target Market) • Professional look, long lasting, easy to move, set at any height • Saves time, $ and horses’ backs from injury • An employee is not required to set fences, trainers can get more rides and grooms can tack horses, rather than setting jumps (customizable and monogramable)

  5. Target Market- • Hunter/Jumper trainers, instructors, stable owners • Individual Consumers • Income $50,000-$200,000 • 30-50 y.o. (some are daughters of this age group) • 90% women, married w/children • College education, drive SUVs or light trucks • Dog owners, vacation 2-3 times/yr. • The show horses owned by this target market are priced between $10,000 and $100,000. • Emotional Decision makers-they want to take care of their horses and improve their riding abilities. • Buying Decisions are based on advice from experts (trainers and instructors) and trends or fads.

  6. Competitor Analysis-

  7. Competitive Advantage- • All In Stride’s competitive advantage will be derived in marketing. The company will use well-known horse trainers and clinicians to endorse the products. This will be effective because these horse celebrities influence buying decisions in this particular target market. • The design of the products will also be a competitive advantage. The focus on organization, ease of transport and simplification is a new concept in horse-related products.

  8. Profitability Analysis- Products are priced just below the market average. I used catalog prices for existing products for comparisons. COGS was derived from a price list of a plastics company. Marketing expenses will be high to get the product out there.

  9. Conclusions- • This is an existing market with plenty of competitors. • Pricing must be competitive • Research and Development will be needed to introduce new products continually • Endorsements from professionals will be the key to success.

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