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Shoe Skins

Shoe Skins. Customer-Driven Feasibility Study Bristol, Cuozzo, Holz, Lyman, Patibandla, Sexton. Executive Summary. Introduce Shoe Skins (one sentence, CVP) Briefly describe the research we did (interviews, survey, secondary sources) Here is what we’re going to cover today.

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Shoe Skins

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  1. Shoe Skins Customer-Driven Feasibility Study Bristol, Cuozzo, Holz, Lyman, Patibandla, Sexton

  2. Executive Summary • Introduce Shoe Skins (one sentence, CVP) • Briefly describe the research we did (interviews, survey, secondary sources) • Here is what we’re going to cover today. • Here is what we’d like from the audience today.

  3. CustomerPain • Having to buy multiple shoes for kids. • Limited choices and styles with existing shoes. • “I like clothes and styles that nobody else has. “ Phoebe (Age 7) • “Being different makes me feel good.” • Colin (age 8) • “At school, you don’t like to be the same. • You want to stand out.” Vika (age 11) • “you can save money by not having to buy more shoes. Molly (Age 10) • “Shoes that could change colors would be cool. Allison (Age 8) • “like the way shoes feel.” Irina (Age 8) Children have a “psychological” need for self-expressionand to stand out, but also fit in. Parents have “basic/safety” needs for comfort, versatility and durability. • Maslow’s Hierarchy of Needs

  4. Benefits of your Solution • Introduce Shoe Skin Prototype and talk about it. • Discuss benefits to address customer pain. • Variety of colors and styles • Offers individuality and self-expression • Ability to share, collect, and trade skins • Cost effective – less need for other shoe purchases. • Coolness factor of having something new and innovative • Be part of an online community with fun games and activities.

  5. Pricing • Data we gathered from interviews and survey. Introduce the range. • Comparison data from similar offerings such as Crocs, Custom Converse, Sneakart.com. A range as well.

  6. Target Market, Size, Growth • Target Market: 7-12 age group • Size: US Demographics (size of population 7-12 age group) other info… • Growth (Pull from macro #’s)

  7. Are capabilities transferable to other segments? • Going Global. Asia Skins, European Skins? • Expand to other “wearable” items. Hats, clothes, etc. • Expand to adult lines

  8. Macro Market Size Market size in Value Sales: • Growing at 3.2% during year 2005-06 • Expected to grow at 1.9% during year 2006-11 • Children’s market represents 13% of overall US footwear market • Both Children’s and Women’s footwear market is expected to grow at a faster rate compared to Men’s market

  9. PEST and Summary • Put PEST overview into this single slide and provide an “assessment of the future market growth potential and attractiveness.”

  10. Five Forces and Attractiveness Summary • Put five forces overview into this single slide and provide brief overview of attractiveness.

  11. Five Forces Trends and how we will deal with them.

  12. Conclusion • Tell them what you told them. • What did we learn about our original idea. Bring this up here. • What is potentially the critical flaw • What is potentially the critical strength. • Questions we still have…more questions than answers?

  13. Appendix

  14. Who are the customers? Who is seeking the benefit? • Parents • Want durable shoes that are comfortable for the kids • Want their kids to be happy • Save money on multiple shoe purchases • Boys and Girls • Ages 7-12 yrs • Friends important • Very active (sports, dance, etc.) Who else would buy? • Companies • Access to a large target market to extend their brands. • Grandparents/Aunts/Uncle • Want their kids to have something to remember them by and like them. • Want their kids to have best, latest things.

  15. Benefits over other solutions CROC Jibbets Custom Converse SNEAKART • Cool styles, make your own styles. • Use with any shoe. • Strong word-of-mouth. • Loyal customer base • Established brand. PROS • Break easy • Warm weather only, limited activities • Hard to Adhere • Fall off easy • Difficult online setup • Limited to colors. CONS • Many styles, accessories • Share and swap. • Online social network • Many activities • Any season, any weather. • Easy to attach, remove • Durable SS BEN

  16. Other ideas we’re considering • Other ideas that came up during interviews. • Shoes that click, make noise • Skins that match your outfit for the day. • Theme shoes (elf shoes, princess slippers, etc.) • Shoes that bounce • chameleon shoes • Track your swapped style on the web. What are your shoes doing now? • Track fitness (How far you walked/ran today) • Others as well (see notes)

  17. Current Challenges • Do we want to take on the full shoe manufacturing? Should we just stick with skins for any shoe? • Will it stay on with excessive activity?

  18. Shoe Skins Shoe Skins is a unique system that makes footwear fun by allowing children to easily change the look of the their shoes any time they want. The Shoe Skin System Web site mock-up

  19. The System • The Shoe Skins system comprises a base model casual shoe (or line of shoes) plus a removable “skin,” such as those available for laptops and cell phones. • The skin will affix to a special surface on the shoe. • Shoe Skins will be sold separately in many different colors and patterns and contain robust potential for licensing opportunities.

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