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Fin Feather Fur Outfitters, Inc.

Fin Feather Fur Outfitters, Inc. Shawn Gilronan Chief Information Officer. Elevator Speech pt1. Shawn Gilronan Role Chief Information Officer Capital Projects (ERP Selection & Implementation, Private WAN, Distribution Center (WMS), Technology Modernization) Background

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Fin Feather Fur Outfitters, Inc.

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  1. Fin Feather Fur Outfitters, Inc. Shawn Gilronan Chief Information Officer

  2. Elevator Speech pt1 • Shawn Gilronan • Role • Chief Information Officer • Capital Projects (ERP Selection & Implementation, Private WAN, Distribution Center (WMS), Technology Modernization) • Background • 2010 – 2013 – Senior Manager, Financial Systems • Cliffs Natural Resources, Cleveland, Ohio • 2007 – 2010 – Senior Project Manager, IT Corporate Banking • National City/PNC Bank, Cleveland, Ohio • 2004 – 2007 – Team Leader/Senior Analyst • FirstEnergy Corporation, Akron, Ohio

  3. Elevator speech pt2 • Fin Feather Fur Outfitters, Inc. • Hunting, Fishing & Sporting goods retailer, based in Ashland, Ohio • 4 locations in Ohio with sizes ranging from 72,000 to 25,000 sq. ft • Direct competitors include; Cabela's, Gander Mountain, Field & Stream (Dicks) • Competitive Advantage(s) • Wider selection of firearms & accessories (85,000+ sku’s) • Highly trained & knowledgeable sales associates • World-Class training program, sponsored by top tier vendors (Sig Sauer, Rocky Boots, Columbia Sportswear, Under-Armour) • Future Growth • Additional 8-10 stores within 4 years of similar sq. ft (25-35K) • eCommerce & OmniChannel presence for customers • Oracle Relationship • Phase 1 - Current • Deployment of JD Edwards EnterpriseOne, Oracle Retail POS v14 & UPK Training Foundation • Phase 2 • Additional JD Edwards module configuration (mobile POS, Transportation Mgmt, Advanced Warehousing) • Phase 3 • ATG eCommerce & Endeca platforms

  4. Never a dull moment How is growth impacting your business? • Fin Feather Fur Outfitters, Inc. has witnessed a tremendous growth curve over the last 4 years, averaging over 40% revenue growth every year through 2013. What organizational/operational/competitive challenges are you (were you) facing? • High growth environment has caused Fin Feather Fur Outfitters to quickly outgrow our current systems and solutions. • Overcapacity on system SKU’s • Frequent outages from high volume of transactional data • Disparate systems • Separate Inventory/POS system vs accounting and financial systems • Many non-standard processes and procedures, born out of necessity, rather than intelligent/through driven planning How do (will) modern IT solutions help solve those challenges? • Leveraging JD Edwards and Oracle Retail POS will allow industry standard, out of the box processes and procedures to replace existing inefficient processes • UPK will allow corporate training and development, ensuring all locations are following the same standard operating procedures

  5. Solution evaluation & selection in the 21st century Where did you start? (e.g. online evaluation, talking with peers, previous experience) • Based on previous ERP experience and discussions with industry peers, and internal growth needs/forecast, we developed a comprehensive RFP and solicited 5 tier 1 and tier 2 ERP vendors What resources did you employ? (e.g. consultants, internal teams) • All RFP negotiations and considerations were handled internally by the executive leadership team • No outside consultants were used or considered How did Oracle get on your list? • Oracle JD Edwards was a top consideration, due to the robust distribution capabilities inherent within the product • eCommerce capabilities with ATG and Endecca and vast retail exposure What other solutions did you consider? • Microsoft Dynamics AX 2012 R3 • Epicor Why did you choose Oracle • Retail industry exposure – ability to support sustained growth • Robust distribution management – aligns with company growth model • User-friendly application environment

  6. The game plan What Oracle products did you/will you deploy? • Software • Oracle JD Edwards EnterpriseOne 9.1.4 – all modules • Oracle JD Edwards OneView Reporting • Oracle Retail POS v14.0.1 • Oracle Business Intelligence Enterprise Edition 11g Suite Plus • Oracle UPK Professional • Hardware • Oracle X4-2 Servers (14) (various configurations) • Oracle ZFS Storage ZS3-2 appliance What is your deployment Strategy • On premise hardware • More control, reduced perpetual cost • Partner selection • Multiple bids for both JDE and ORPOS application deployment • Selection based on “best fit” approach with company morals and values, along with cost • Timeline • 9-10 months (Phase 1) • Approach • Crawl > Walk > Run

  7. Outcomes Modern Best Practice – What can you do (or will you be able to do) with your new solutions that you couldn’t do before? • Integration between sales, inventory and financials • Best practices approach to inventory management and supply chain management • Reduced inventory/carrying cost of product at store level – more robust DRP solution with JDE • Detailed analysis at the department level, or deeper, or sales, sq. ft. allocations for products, and profitability at a more granular scale How has this (will this) change the competitive landscape? • Allow us to continue our organic growth model, opening many new locations and concepts without being impeded by technology • Allows for more direct competition (across the company) with larger big box stores

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