final pp knobs (2)

A Simpler Way

Julianne Allman, Derek Desanto, Kevin Perry, Cinnamon Stevens

About Our Products

• Removable/Detachable knobs, handles• Sturdy adhesive command tape• Recycled materials• Walls, cabinets, bathroom surfaces• Durability & convenience• Adapt to current market trends/styles

Value Proposition

We want to provide our individual consumers as well as partners of retail and wholesale facilities

with durable, convenient, and quality assured knobs and handles that will be used for everyday purposes. We want to provide a connection with consumers who look forward to the new styles and trends we produce each season for their

home designing needs.

Key Partners

• C&M Metals– Los Angeles, California

• Atlas Homewares– Los Angeles, California

• 3M– Medina, Ohio– Industrial Adhesives & Tape

Division

Key Resources• Recycled materials• Sturdy & adhesive,

command tape• Packaging materials• Potential patent of product

ideas• Reliable business partners• Manufacture, production,

warehouse facilities

Key Members

• Founding Group• Professor Crook• Robert J. Ulrich, Retired

Chairman and Chief Executive Officer of Target Corporation and 3M Board of Directors

• Barbara Corcoran, Shark Tank & all around valuable businesswoman

Differentiation Strategy

• Introduction of new & original product• Accessibility and convenience of product • Quality assurance• Unique manufacturing & distribution plans• Frequency of use for homes, apartments,

hotels• Replacement factor: none-very minimal• Very high potential for growth

SWOT ANALYSISSTRENGTH

• Unique Selling Point•Partner Network•Leading Brand Partnership• 3 Channel Distribution•Strong DIY (Do It Yourself) Market•Easily Accessible

WEAKNESS•Lack of competitive strength •Reputation, presence and reach •Financials, Cash flow, start-up cash-drain•Unknown vulnerabilities •Continuity, supply chain robustness •Reliability of product, plan predictability

OPPORTUNITIES•Market developments•Competitors' vulnerabilities •Technology development and innovation•Global influences •New markets, vertical, horizontal •Niche target markets•Geographical, export, import •New USP's •Business and product development•Partnerships, agencies, distribution•Volumes, production, economies

• THREAT•Competitor intentions - various •Market demand•New technologies, services, ideas •Vital contracts and partners•Sustaining internal capabilities •Sustainable financial backing•Economy - home, abroad

Target Market• Hardware retailing in the United

States is a highly competitive and continually changing industry

• The industry is made up of both chains and independent retailers

• The target market that the retail hardware industry serves is the"D.I.Y. Consumer," the do it yourself consumer

• DIY consumers are individuals purchasing home improvement repair products and who participate in home improvement and repair activities

Customer Target

College Students

Landlords

Transient People

People with Disabilities

Hotel Industry

Demographics• A wide range of men and

women of all ages and income levels make up the market for the Retail Hardware Industry

• Because of this, it is difficult to pinpoint specific customer characteristics

• Despite, traditional myths, men and women buy similar items , men also sometimes have more of a tendency to shop for hardware by themselves, while women usually shop in groups

• However, both can use our product, because its geared towards both genders

• Demographics:• Teens, young adults, middle

age people, and senior citizens (any age group except young kids for safety reasons)

• Any social economic status• Multicultural• Physically equipped or not

(the lack of physically ability needed for usage, is ideal for some physically disable people)

Competitive Advantage

Unique Product

Notable Partnership Affordability

Wide Usage Easy Functionality

Why use our Product?

Convenient to use

Simple to work(Anyone can

use)

Allow customers o

have diversity

Key Competitors

Distribution AnalysisMultiple Distribution Channel

RISK• Horizontal & Vertical

conflict between the channels and cause lasting harm to channel relationships

• disrupt channel effectiveness

• Finance cost

BENEFIT• Improved efficiency • a better assortment of

craftsmanship and expertise• Movement of transactions• Access to a partner’s brand

awareness

Political Economic

Sociocultural

Technological

•IP Protection•Patent/Trade Mark•Fiscal Policy•Taxes Laws/Changes•Securities Law

•Cost of Capital•Customer Purchasing Power•Exchange Rate •Consumerism

•Demographics•Discretionary Income•Trends

•New Technologies•Material Technologies•Process Technologies•Information Technologies

PEST Analysis

Entry Strategy

• First Customer:• Customers who have a desire

for specialty door knobs and handle for an affordable price.

• People who don’t have access to door knobs and handles that they’re accustom to and wish to have knobs and handles without the detail work it takes to put in regular door knobs.

• Initial Penetration:• Greater Convenience• Diverse Production• Reduced Upkeep• Continuous Output• Leadership• Ease of Use• Low Operating Cost

Benefits of Target Marketing:Accelerated sales growthAccurate focus and alignment of sales, marketing and delivery resourcesMinimized launch risk

Market Segmentation(Understanding Our Customers)

Target to niche market

Identify unstated attitudes towards our product

Understanding the “why” instead of the “what” of the purchase decision

Increase purchase size and frequency of purchases. Also, increase market share

Increasing advertising response and customer loyalty

Product Description

• Lightweight alternative to your everyday knob.• Reusable through our 3M re-applicable tape.• Removable tape is designed for firm hold.• Provide a wide range of style and materials.

Product Line

Aluminum Bamboo Brass Bronze

Glass Ceramic Wood Acrylic

3M

• What are we getting from 3M?

• Adhesive holds strongly on a variety of surfaces.

• Clean removal.

• Clip in to the knob

Benefits

• Targets consumer needs on a fairly large scale.

• Easy interchangeability.

• Convenient and reliable.

• Zero hassle while still holding quality.

Product Development Cycle

Customer Identification Customer Validation Business Creation

1 2 3

Product Launch Strategy

• Continue research, planning, and develop knowledgeable marketing plan.

• Refine all levels including quality, price, status and function.

• Launch at opportune time.

Operations Plan• C&M Metals: Los Angeles, CA– Recycled materials

• Atlas Homewares: Los Angeles, CA– Manufacture products

• 3M: Medina, Ohio– Bulk adhesive tape & packaging materials

• Company Warehouse: Philadelphia or New Jersey– Close to main ports for shipment– Inventory control– Product shipment to customers