androgyny final 2013 berkeley
TRANSCRIPT
A community-focused apparel brand offering premium button up shirts made to fit the style and identity of the androgynous woman.
Total Customer Interviews: 125
FINAL PRESENTATION SPRING 2013
2
Too Feminine
Too Big
It began with a big idea…
4/3/2013
3
And a group of intrepid Haas MBAs
Melissa Millan Gloria Chu Andrea SchalkaAbby Feuer
BACKGROUNDS
4/3/2013
4
Our journey started with 4 big hypotheses
4/3/2013
A gay brand! USA is best! All channels! No clue!
5
…and a busy canvaso Manufacturingo Brand building &
mktgo Innovative designo Customer
engagement/customer service
o Seeking an off-the-rack button-up shirt that is less form-fitting but not oversized, expresses LGBT identity, isn’t overly feminine (androgynous style)
o Seeking an off-the-rack button-up shirt that isn’t stuffy or boring and is unique
o Seeking an off-the-rack button-up shirt that is comfortable, but not frumpy
o Made in USA?o Brand identity
o Financial capitalo Androgyny brando People in design,
merchandising, mktg, supply chain, customer loyalty, engineering
o Mfg. partner, sourcing supplier, logistics system, web infrastructure
o GET – SEO, blogs/social media channels, influencers
o KEEP – newsletters, consistent new products, community building, customer service
o GROW – referrals
o Wholesale accounts
o Logistics partnero Manufacturing &
production partners
o Androgyny e-commerce site
o E-marketplaces (Fab)
o Boutiques in key cities
o Department storeso “Pop-up” shopso Long-term
potential: possibly B&M
o Craft fairs (Renegade)
o Primary target - gay women (working professionals, 25-50 yrs old, urban, >$75K)
o Secondary target 1 - professional women (straight, urban, 25-35 yrs old, style conscious, >$75K
o Secondary target 2 - older women (straight, urban, 35-60 yrs old
Key Partners Key Activities Value Proposition
Customer Relationships
Customer Segments
ChannelsKey Resources
o Fabric & trimso Manufacturingo Distribution & shipping costso Return allowances & inventory reserveso Sales & marketingo Team
o Off-the-rack inventory saleso Semi-customization - style, sizing, or event-basedo Wholesale businesso Designer collaborations / limited editionso Future streams – product category expansion (e.g.,
accessories)
Revenue Streams
Cost Structure
4/3/2013
6
We got out of the building & into the mall
4/3/2013
Asking women about their shopping behavior = SOLICITING…
Security guards will get annoyed and call the police if you disobey them and return to the mall twice…
Never give up!
Go to the management office to ask permission to solicit… (Take that, security guards!)
Customer discovery forever!
7
And spoke to MANY women
o Women associate button-up shirts with terms like “professional” and “necessary”
o Fit is less of a concern than anticipated due to tons of clothing options
o Women strongly prefer to try on clothes before they buy them
o People like Melissa’s shirts because of their style details, not just the fit
We developed a feel for gay & straight women’s relationship with clothing and the button-up shirt.
Who is our target
customer?
4/3/2013
8
We thought we could go bigger
4/3/2013
A gay brand!
An everyone brand!
USA is best! All channels! No clue!
9
And coined a new tagline
“Bringing back the button up shirt.”
We thought that we could go broader and that the divide was perception.
4/3/2013
DISSATISFIED CURRENT BUTTON-UP WEARERSPRIMA
RY
10
o Primary target - gay women (working professionals, 25-50 yrs old, urban, >$75K)
o Secondary target 1 - professional women (straight, urban, 25-35 yrs old, style conscious, >$75K
o Secondary target 2 - older women (straight, urban, 35-60 yrs old
o Androgynous women, own and wear button-up shirts, but dissatisfied (HH income $150K+, urban, 25-50, style conscious)
o Feminine women, own and wear button-up shirts, but dissatisfied ($75K+, urban, 25-50, fashion/style conscious
We wanted to reach all women o Manufacturingo Brand building &
mktgo Innovative designo Customer
engagement/customer service
o Seeking an off-the-rack button-up shirt that is less form-fitting but not oversized, expresses LGBT identity, isn’t overly feminine (androgynous style)
o Seeking an off-the-rack button-up shirt that isn’t stuffy or boring and is unique
o Seeking an off-the-rack button-up shirt that is comfortable, but not frumpy
o Made in USA?o Brand identity
o Financial capitalo Androgyny brando People in design,
merchandising, mktg, supply chain, customer loyalty, engineering
o Mfg. partner, sourcing supplier, logistics system, web infrastructure
o GET – SEO, blogs/social media channels, influencers
o KEEP – newsletters, consistent new products, community building, customer service
o GROW – referrals
o Wholesale accounts
o Logistics partnero Manufacturing &
production partners
o Androgyny e-commerce site
o Boutiques in key cities
o “Pop-up” shopso E-marketplaces
(Fab)o Department storeso Long-term
potential: possibly B&M
o Craft fairs (Renegade)
Key Partners Key Activities Value Proposition
Customer Relationships
Customer Segments
ChannelsKey Resources
o Fabric & trimso Manufacturingo Distribution & shipping costso Return allowances & inventory reserveso Sales & marketingo Team
o Off-the-rack inventory saleso Semi-customization - style, sizing, or event-basedo Wholesale businesso Designer collaborations / limited editionso Future streams – product category expansion (e.g.,
accessories)
Revenue Streams
Cost Structure
o Androgynous style
o Enabling self-expression through fit and innovative style
o Primary option: The perfect shirt because it’s customized to what you want.
o Alternative option: The shirt that expresses you through fit and style
o Reinvention of the button up shirt
o Made in USA?o Brand identity
4/3/2013
11
But when we dug deeper…
We realized the difference was gay versus straight women…
6Avg. # of buttons ups
purchased by gay women per year
2Avg. # of buttons ups
purchased by straight women per year
4/3/2013
vs.
12
So the pendulum swung back
4/3/2013
A gay brand!
An everyone brand!
No, a GAY brand!
USA is best! All channels! No clue!
13
o Androgyny e-commerce site
o Boutiques in key cities
o “Pop-up” shopso Direct saleso Showrooms in
existing stores
o Androgynous styleo Enabling self-
expression through fit and innovative style
o Primary option: The perfect shirt because it’s customized to what you want.
o Alternative option: The shirt that expresses you through fit and style
o Reinvention of the button up shirt
o Made in USA?o Brand identity
o Androgynous women, own and wear button-up shirts, but dissatisfied (HH income $150K+, urban, 25-50, style conscious)
o Feminine women, own and wear button-up shirts, but dissatisfied ($75K+, urban, 25-50, fashion/style conscious
And we returned to the gay market
o Manufacturingo Brand building &
mktgo Innovative designo Customer
engagement/customer service
o Financial capitalo Androgyny brando People in design,
merchandising, mktg, supply chain, customer loyalty, engineering
o Mfg. partner, sourcing supplier, logistics system, web infrastructure
o Direct sales team
o GET – SEO, blogs/social media channels, influencers
o KEEP – newsletters, consistent new products, community building, customer service
o GROW – referrals
o Wholesale accounts
o Logistics partnero Manufacturing &
production partners
o Showroom store partners
o Androgynous GAY women, own and wear button-up shirts, but dissatisfied (HH income $150K+, urban, 25-50, style conscious)
o Lipstick lesbians ((HH income $150K+, urban, 25-50, style conscious)
Key Partners Key Activities Value Proposition
Customer Relationships
Customer Segments
ChannelsKey Resources
o Fabric & trimso Manufacturingo Distribution & shipping costso Return allowances & inventory reserveso Sales & marketingo Team
o Off-the-rack inventory saleso Semi-customization - style, sizing, or event-basedo Wholesale businesso Designer collaborations / limited editionso Future streams – product category expansion (e.g.,
accessories)
Revenue Streams
Cost Structure
4/3/2013
14
We decided we’d rather be a big fish
…in a small pond than a small fish in a big
pond.
We would lose differentiation with expansion, WOM in the niche community would spreads more quickly,
and we had started gaining traction…
4/3/2013
15
Plus, the pond is a pretty good size
Women in the US Ages 25-59:75.2 million
TAM
SA
MTA
RG
ET
MA
RK
ET
Gay Women Only:5.4 million
Gay Women with HH Income
>$150K:450,000
Average Women’s Tops Expenditure (includes t-shirts, dress shirts and
sweaters):$425/year
x
$191 million Market
We need 7.85% of this market to hit our $15
million/year revenue goal
4/3/2013
16
We thought about our channels
4/3/2013
A gay brand!
An everyone brand!
No, a GAY brand!
USA is best! All channels!
Some channels!
No clue!
17
And through a slew of interviews
WHOLESALE
E-COMMERCE DIRECT
POP-UP/SHOWROOM
DIRECT/MULTI-LEVEL SALES
ELEMENTS ORANGE LUSH
4/3/2013
18
We realized less is more
4/3/2013
Online E-Commerce
Store
Wholesale (Online/ Physical)
Direct/Multi-level
Sales
Pop-upShops
Showrooms in Existing Storefronts
X
DISTRIBUTION CHANNELS – PRE-INTERVIEWS
XNeeds scale;prohibitive margins to resellers
Don’t pursue; target market
too small
Marketing Channels
Use as marketing
channels to drive online
sales
Online E-Commerce
Store
DISTRIBUTION CHANNELS – POST-INTERVIEWS
o Highest margins; no channel cuto High value to customer (convenience)o Allows for direct engagement between customers and
company o But high marketing costs (CAC = $25+)o And marketing channels should be used for try-on
opportunities
19
o Androgyny e-commerce site
o Boutiques in key cities
o “Pop-up” shopso Direct saleso Showrooms in
existing stores
o Androgynous styleo Enabling self-
expression through fit and innovative style
o Primary option: The perfect shirt because it’s customized to what you want.
o Alternative option: The shirt that expresses you through fit and style
o Made in USA?o Brand identity
o Androgynous GAY women, own and wear button-up shirts, but dissatisfied (HH income $150K+, urban, 25-50, style conscious)
o Lipstick lesbians ((HH income $150K+, urban, 25-50, style conscious)
Which had an impact across our canvas
o Manufacturingo Brand building &
mktgo Innovative designo Customer
engagement/customer service
o Financial capitalo Androgyny brando People in design,
merchandising, mktg, supply chain, customer loyalty, engineering
o Mfg. partner, sourcing supplier, logistics system, web infrastructure
o Direct sales team
o GET – SEO, blogs/social media channels, influencers, pop-up shops & event-based mktg
o KEEP – newsletters, consistent new products, community building, customer service
o GROW – referrals
o Wholesale accounts
o Logistics partnero Manufacturing &
production partners
o Showroom store partners
o Nonprofit organizations
Key Partners Key Activities Value Proposition
Customer Relationships
Customer Segments
ChannelsKey Resources
o Fabric & trimso Manufacturingo Distribution & shipping costso Return allowances & inventory reserveso Sales & marketingo Team
o Off-the-rack inventory saleso Semi-customization - style, sizing, or event-basedo Wholesale businesso Designer collaborations / limited editionso Future streams – product category expansion (e.g.,
accessories)
Revenue Streams
Cost Structure
4/3/2013
20
One channel to rule them all!
4/3/2013
A gay brand!
An everyone brand!
No, a GAY brand!
USA is best! All channels!
Some channels!
Wait, ONE channel!
No clue!
21
Next, we turned to manufacturing
4/3/2013
A gay brand!
An everyone brand!
No, a GAY brand!
USA is best! All channels!
Manufacture abroad!
Some channels!
Wait, ONE channel!
No clue!
22
We talked to some experts
Masterpiece Thailand
UNDERSTANDING OVERSEAS MANUFACTURING
UNDERSTANDING CUSTOM MANUFACTURING
4/3/2013
23
SCALE: Per style minimums don’t fit with the business model of limited editions
All agreed that Asia isn’t our answer
Need for sourcing agent ($$) Costs of shipping and duties
Language barriers Import quotas
Time zone differences and distance Extended lead times
4/3/2013
1
COST: Smaller production runs not much cheaper [$51.88 (USA) vs. $45.81 (Thailand)]
2
WE HAVE OTHER OPTIONS!
3 CHALLENGES OF OFFSHORE MANUFACTURING:
Decreasing manufacturing costs in SF via lower cost fabrics and trims
24
So we returned to the USA
4/3/2013
A gay brand!
An everyone brand!
No, a GAY brand!
USA is best! All channels!
Manufacture abroad!
Some channels!
Wait, ONE channel!
USA, USA!
No clue!
25
o Building/managing relationships with manufacturers and suppliers, developing designs and tech specs, negotiating price
o Brand building & mktg
o Innovative designo Customer
engagement/customer service
o Androgynous styleo Enabling self-
expression through fit and innovative style
o Primary option: The perfect shirt because it’s customized to what you want.
o Alternative option: The shirt that expresses you through fit and style
o Made in USAo Brand identity
o Androgynous GAY women, own and wear button-up shirts, but dissatisfied (HH income $150K+, urban, 25-50, style conscious)
o Lipstick lesbians ((HH income $150K+, urban, 25-50, style conscious)
And adjusted our canvas
o Financial capitalo Androgyny brando People in design,
merchandising, mktg, supply chain, customer loyalty, engineering
o Mfg. partner, sourcing supplier, logistics system, web infrastructure
o GET – SEO, blogs/social media channels, influencers, pop-up shops & event-based mktg
o KEEP – newsletters, consistent new products, community building, customer service
o GROW – referrals
o Logistics partnero Manufacturing &
production partners
o Nonprofit organizations
Key Partners Key Activities Value Proposition
Customer Relationships
Customer Segments
Channels
Key Resources
o Fabric & trimso Manufacturingo Distribution & shipping costso Return allowances & inventory reserveso Sales & marketingo Team
o Off-the-rack inventory saleso Semi-customization - style, sizing, or event-basedo Designer collaborations / limited editionso Future streams – product category expansion (e.g.,
accessories)o Monogramming
Revenue Streams
Cost Structure
o Androgyny e-commerce site
4/3/2013
26
We circled back to our customer
4/3/2013
A gay brand!
An everyone brand!
No, a GAY brand!
USA is best! All channels!
Manufacture abroad!
Some channels!
Wait, ONE channel!
USA, USA!
No clue!
Content marketing?!
27
We realized content marketing = key
Androgyny is not just about shirts. It’s about a personal story that ties into a community. Content marketing
is a proven way to “GET” to this community.
Fashion Blog for the LGBT Community
General Interest Community Weblog
Random Request: “Everything I find is either too femme or made for men. Am I looking in the wrong places?” User 1 Response: “Androgyny is one and they have a beautiful checked shirt.”User 2 Response: “I took one look at that website and emitted a sort of dying whale noise of desire. So pretty.”
328 visits to Androgyny website in 2 days 4/3/2013
1 2
446 page views
96% click through
1% conversion to
purchase CAC = $10
28
Despite its challenges
4/3/2013
o Posted on messages on 14 blogs and forums
o Challenges– Older posts = very little traffic– Blogs and forums are managed by moderators; weeks after
posting, some messages still haven’t shown up
FAIL!
OUR FIRST ATTEMPT AT CONTENT MARKETING
o Key lesson– Content marketing must be actively managed on a weekly
or even day-to-day basis to be relevant
29
o Building/managing relationships with manufacturers and suppliers, developing designs and tech specs, negotiating price
o Brand building & mktg
o Innovative designo Customer
engagement/customer service
o Androgynous styleo A community-
focused brand developed especially for the androgynous woman who prefers more masculine style with a relaxed women's fit.
o A community-focused brand offering a relaxed fit shirt that you'll be stealing from your partner.
o Enabling self-expression through fit and innovative style
o Made in USAo Brand identity
o Androgynous GAY women, own and wear button-up shirts, but dissatisfied (HH income $150K+, urban, 25-50, style conscious)
o Lipstick lesbians ((HH income $150K+, urban, 25-50, style conscious)
And the story is important to our target
o Financial capitalo Androgyny brando People in design,
merchandising, mktg, supply chain, customer loyalty, engineering
o Mfg. partner, sourcing supplier, logistics system, web infrastructure
o GET – SEO, blogs/social media channels, influencers, pop-up shops & event-based mktg, content marketing
o KEEP – newsletters, consistent new products, community building, customer service, social component
o GROW – referrals, cross-selling & upselling
o Logistics partnero Manufacturing &
production partners
o Nonprofit organizations
Key Partners Key Activities Value Proposition
Customer Relationships
Customer Segments
Channels
Key Resources
o Fabric & trimso Manufacturingo Distribution & shipping costso Return allowances & inventory reserveso Sales & marketingo Team
o Off-the-rack inventory saleso Designer collaborations / limited editionso Future streams – product category expansion (e.g.,
accessories)o Monogramming
Revenue Streams
Cost Structure
o Androgyny e-commerce site
4/3/2013
30
After a tumultuous journey
4/3/2013
A gay brand!
An everyone brand!
No, a GAY brand!
USA is best! All channels!
Manufacture abroad!
Some channels!
Wait, ONE channel!
USA, USA!
No clue!
Content marketing?!
Content marketing!
31
o Building/managing relationships with manufacturers and suppliers, developing designs and tech specs, negotiating price
o Brand building & mktg
o Innovative designo Customer
engagement/customer service
o Androgynous styleo A community-
focused brand developed especially for the androgynous woman who prefers more masculine style with a relaxed women's fit.
o A community-focused brand offering a relaxed fit shirt that you'll be stealing from your partner.
o Enabling self-expression through fit and innovative style
o Made in USAo Brand identity
o Androgynous GAY women, own and wear button-up shirts, but dissatisfied (HH income $150K+, urban, 25-50, style conscious)
o Lipstick lesbians ((HH income $150K+, urban, 25-50, style conscious)
Here’s where we are today
o Financial capitalo Androgyny brando People in design,
merchandising, mktg, supply chain, customer loyalty, engineering
o Mfg. partner, sourcing supplier, logistics system, web infrastructure
o GET – SEO, blogs/social media channels, influencers, pop-up shops & event-based mktg, content marketing
o KEEP – newsletters, consistent new products, community building, customer service, social component
o GROW – referrals, cross-selling & upselling
o Logistics partnero Manufacturing &
production partners
o Nonprofit organizations
o Other emerging gay fashion brands
Key Partners Key Activities Value Proposition
Customer Relationships
Customer Segments
Channels
Key Resources
o Fabric & trimso Manufacturingo Distribution & shipping costso Return allowances & inventory reserveso Sales & marketingo Team
o Off-the-rack inventory saleso Designer collaborations / limited editionso Future streams – product category expansion (e.g.,
accessories)o Monogramming
Revenue Streams
Cost Structure
o Androgyny e-commerce site
4/3/2013
32
All along, we validated our VP
“The "boob" button is one of my favorite
features.”
“I will buy each model when she has them in
my size.”
4/3/2013
PUPILS DILATING AT LGBT COMMUNITY EVENTS
AND HAPPY CUSTOMER TESTIMONIALS
“Love the fit and quality!! Thank you
Androgyny!!!”
“I have been waiting so long for someone like you to make clothes I
love and feel comfortable in.”
33
And learned some important lessons
4/3/2013
ANDROGYNY-RELATED BUSINESS LESSONS
PERSONAL LIFE LESSONS
o To gay women, button-ups = essential
o Overseas manufacturing requires scale
o A personal story differentiates
o It’s okay to pivot… and it’s okay to pivot back
o A conversation is worth a thousand research reports
o Be grateful that you don’t solicit people for a living
1
2
3
1
2
3
34
2Q13 3Q13 4Q13 1Q14 2Q14 3Q14 4Q14 1Q15
That we’ll carry into the months to come
Angel Round$650K
Run # 3 1,250 shirts
3 Hires: CTO, Designer, intern
FINANCING
PRODUCTION
STAFF
Achieve Breakeven
Run # 4 3,000 shirts
Run # 5 6,000 shirts
Run # 5 15,000 shirts
MARKETING
Refer a Friend Push
Brand Video
Strut Stuff
Campaign
NCLR Partner
HRC Federal
ClubTrade Up Campaign
Broad Market Push
4/3/2013
35
Do we have a business?
4/3/2013
o First collection sold out in 3 months
o 17% repurchase rate on site with ONE collection
o The economics work for a 2-year breakeven
o We hear “Thank you!” a LOT
1
2
3
4
AND NOW… A VIDEO!
QUESTIONS?
BUSINESS MODEL CANVASES
39
Week 1o Brand building &
mktgo Innovative designo Customer service
o Off-the-rack, fit solution (fits your body and your identity), androgynous style, LGBT authenticity
o Off-the-rack, comfortable without frump, style
o Made in USA?o Brand identity
o Financial capitalo Androgyny brando People in design,
merchandising, mktg, supply chain, customer loyalty, engineering
o Mfg. partner, sourcing supplier, logistics system, web infrastructure
o Free Shippingo No-hassle returno Online communityo Strong brand
personalityo Personal
assistance and information availability
o Wholesale accounts
o Logistics partnero Manufacturing &
production partners
o Fabric and trim suppliers
o Community influencers
o Androgyny e-commerce site
o E-marketplaces (Fab)
o Boutiques in key cities
o Department storeso “Pop-up” shopso Long-term
potential: possibly B&M
o Craft fairs (Renegade)
o Primary target - gay women (working professionals, 25-50 yrs old, urban, >$75K)
o Secondary target - “preppy” and/or “professional women” (straight, urban, 30-60 yrs old, style conscious, >$50K
Key Partners Key Activities Value Proposition
Customer Relationships
Customer Segments
ChannelsKey Resources
o Fabric & trimso Manufacturingo Distribution & shipping costso Return allowances & inventory reserveso Sales & marketingo Team
o Off-the-rack inventory saleso Semi-customization - style, sizing, or event-basedo Wholesale businesso Designer collaborations / limited editionso Future streams – product category expansion (e.g.,
accessories)
Revenue Streams
Cost Structure
4/3/2013
40
o Wholesale accounts
o Logistics partnero Manufacturing &
production partners
o Fabric and trim suppliers
o Community influencers
o Off-the-rack, fit solution (fits your body and your identity), androgynous style, LGBT authenticity
o Off-the-rack, comfortable without frump, style
o Made in USA?o Brand identity
o Free Shippingo No-hassle returno Online communityo Strong brand
personalityo Personal
assistance and information availability
o Primary target - gay women (working professionals, 25-50 yrs old, urban, >$75K)
o Secondary target - “preppy” and/or “professional women” (straight, urban, 30-60 yrs old, style conscious, >$50K
Week 2o Manufacturingo Brand building &
mktgo Innovative designo Customer
engagement/customer service
o Seeking an off-the-rack button-up shirt that is less form-fitting but not oversized, expresses LGBT identity, isn’t overly feminine (androgynous style)
o Seeking an off-the-rack button-up shirt that isn’t stuffy or boring and is unique
o Seeking an off-the-rack button-up shirt that is comfortable, but not frumpy
o Made in USA?o Brand identity
o Financial capitalo Androgyny brando People in design,
merchandising, mktg, supply chain, customer loyalty, engineering
o Mfg. partner, sourcing supplier, logistics system, web infrastructure
o GET – SEO, blogs/social media channels, influencers
o KEEP – newsletters, consistent new products, community building, customer service
o GROW – referrals
o Androgyny e-commerce site
o E-marketplaces (Fab)
o Boutiques in key cities
o Department storeso “Pop-up” shopso Long-term
potential: possibly B&M
o Craft fairs (Renegade)
o Primary target - gay women (working professionals, 25-50 yrs old, urban, >$75K)
o Secondary target 1 - professional women (straight, urban, 25-35 yrs old, style conscious, >$75K
o Secondary target 2 - older women (straight, urban, 35-60 yrs old
Key Partners Key Activities Value Proposition
Customer Relationships
Customer Segments
ChannelsKey Resources
o Fabric & trimso Manufacturingo Distribution & shipping costso Return allowances & inventory reserveso Sales & marketingo Team
o Off-the-rack inventory saleso Semi-customization - style, sizing, or event-basedo Wholesale businesso Designer collaborations / limited editionso Future streams – product category expansion (e.g.,
accessories)
Revenue Streams
Cost Structure
4/3/2013
41
Week 3o Manufacturingo Brand building &
mktgo Innovative designo Customer
engagement/customer service
o Seeking an off-the-rack button-up shirt that is less form-fitting but not oversized, expresses LGBT identity, isn’t overly feminine (androgynous style)
o Seeking an off-the-rack button-up shirt that isn’t stuffy or boring and is unique
o Seeking an off-the-rack button-up shirt that is comfortable, but not frumpy
o Made in USA?o Brand identity
o Financial capitalo Androgyny brando People in design,
merchandising, mktg, supply chain, customer loyalty, engineering
o Mfg. partner, sourcing supplier, logistics system, web infrastructure
o GET – SEO, blogs/social media channels, influencers
o KEEP – newsletters, consistent new products, community building, customer service
o GROW – referrals
o Wholesale accounts
o Logistics partnero Manufacturing &
production partners
o Androgyny e-commerce site
o Boutiques in key cities
o “Pop-up” shopso E-marketplaces
(Fab)o Department storeso Long-term
potential: possibly B&M
o Craft fairs (Renegade)
o Primary target - gay women (working professionals, 25-50 yrs old, urban, >$75K)
o Secondary target 1 - professional women (straight, urban, 25-35 yrs old, style conscious, >$75K
o Secondary target 2 - older women (straight, urban, 35-60 yrs old
Key Partners Key Activities Value Proposition
Customer Relationships
Customer Segments
ChannelsKey Resources
o Fabric & trimso Manufacturingo Distribution & shipping costso Return allowances & inventory reserveso Sales & marketingo Team
o Off-the-rack inventory saleso Semi-customization - style, sizing, or event-basedo Wholesale businesso Designer collaborations / limited editionso Future streams – product category expansion (e.g.,
accessories)
Revenue Streams
Cost Structure
o Androgynous style
o Enabling self-expression through fit and innovative style
o Primary option: The perfect shirt because it’s customized to what you want.
o Alternative option: The shirt that expresses you through fit and style
o Reinvention of the button up shirt
o Made in USA?o Brand identity
o Androgynous women, own and wear button-up shirts, but dissatisfied (HH income $150K+, urban, 25-50, style conscious)
o Feminine women, own and wear button-up shirts, but dissatisfied ($75K+, urban, 25-50, fashion/style conscious
4/3/2013
42
o Androgyny e-commerce site
o Boutiques in key cities
o “Pop-up” shops
o Androgynous styleo Enabling self-
expression through fit and innovative style
o Primary option: The perfect shirt because it’s customized to what you want.
o Alternative option: The shirt that expresses you through fit and style
o Reinvention of the button up shirt
o Made in USA?o Brand identity
o Androgynous women, own and wear button-up shirts, but dissatisfied (HH income $150K+, urban, 25-50, style conscious)
o Feminine women, own and wear button-up shirts, but dissatisfied ($75K+, urban, 25-50, fashion/style conscious
Week 4o Manufacturingo Brand building &
mktgo Innovative designo Customer
engagement/customer service
o Financial capitalo Androgyny brando People in design,
merchandising, mktg, supply chain, customer loyalty, engineering
o Mfg. partner, sourcing supplier, logistics system, web infrastructure
o GET – SEO, blogs/social media channels, influencers
o KEEP – newsletters, consistent new products, community building, customer service
o GROW – referrals
o Wholesale accounts
o Logistics partnero Manufacturing &
production partners
o Androgynous GAY women, own and wear button-up shirts, but dissatisfied (HH income $150K+, urban, 25-50, style conscious)
o Lipstick lesbians ((HH income $150K+, urban, 25-50, style conscious)
Key Partners Key Activities Value Proposition
Customer Relationships
Customer Segments
ChannelsKey Resources
o Fabric & trimso Manufacturingo Distribution & shipping costso Return allowances & inventory reserveso Sales & marketingo Team
o Off-the-rack inventory saleso Semi-customization - style, sizing, or event-basedo Wholesale businesso Designer collaborations / limited editionso Future streams – product category expansion (e.g.,
accessories)
Revenue Streams
Cost Structure
4/3/2013
43
o Androgynous GAY women, own and wear button-up shirts, but dissatisfied (HH income $150K+, urban, 25-50, style conscious)
o Lipstick lesbians ((HH income $150K+, urban, 25-50, style conscious)
o Androgyny e-commerce site
o Boutiques in key cities
o “Pop-up” shopso Direct saleso Showrooms in
existing stores
o Androgynous styleo Enabling self-
expression through fit and innovative style
o Primary option: The perfect shirt because it’s customized to what you want.
o Alternative option: The shirt that expresses you through fit and style
o Made in USA?o Brand identity
Week 5o Manufacturingo Brand building &
mktgo Innovative designo Customer
engagement/customer service
o Financial capitalo Androgyny brando People in design,
merchandising, mktg, supply chain, customer loyalty, engineering
o Mfg. partner, sourcing supplier, logistics system, web infrastructure
o Direct sales team
o GET – SEO, blogs/social media channels, influencers
o KEEP – newsletters, consistent new products, community building, customer service
o GROW – referrals
o Wholesale accounts
o Logistics partnero Manufacturing &
production partners
o Showroom store partners
Key Partners Key Activities Value Proposition
Customer Relationships
Customer Segments
ChannelsKey Resources
o Fabric & trimso Manufacturingo Distribution & shipping costso Return allowances & inventory reserveso Sales & marketingo Team
o Off-the-rack inventory saleso Semi-customization - style, sizing, or event-basedo Wholesale businesso Designer collaborations / limited editionso Future streams – product category expansion (e.g.,
accessories)
Revenue Streams
Cost Structure
4/3/2013
44
o Androgyny e-commerce site
o Boutiques in key cities
o “Pop-up” shopso Direct saleso Showrooms in
existing stores
o Androgynous styleo Enabling self-
expression through fit and innovative style
o Primary option: The perfect shirt because it’s customized to what you want.
o Alternative option: The shirt that expresses you through fit and style
o Made in USA?o Brand identity
o Androgynous GAY women, own and wear button-up shirts, but dissatisfied (HH income $150K+, urban, 25-50, style conscious)
o Lipstick lesbians ((HH income $150K+, urban, 25-50, style conscious)
Week 6o Manufacturingo Brand building &
mktgo Innovative designo Customer
engagement/customer service
o Financial capitalo Androgyny brando People in design,
merchandising, mktg, supply chain, customer loyalty, engineering
o Mfg. partner, sourcing supplier, logistics system, web infrastructure
o Direct sales team
o GET – SEO, blogs/social media channels, influencers, pop-up shops & event-based mktg
o KEEP – newsletters, consistent new products, community building, customer service
o GROW – referrals
o Wholesale accounts
o Logistics partnero Manufacturing &
production partners
o Showroom store partners
o Nonprofit organizations
Key Partners Key Activities Value Proposition
Customer Relationships
Customer Segments
ChannelsKey Resources
o Fabric & trimso Manufacturingo Distribution & shipping costso Return allowances & inventory reserveso Sales & marketingo Team
o Off-the-rack inventory saleso Semi-customization - style, sizing, or event-basedo Wholesale businesso Designer collaborations / limited editionso Future streams – product category expansion (e.g.,
accessories)
Revenue Streams
Cost Structure
4/3/2013
45
o Androgynous styleo Enabling self-
expression through fit and innovative style
o Primary option: The perfect shirt because it’s customized to what you want.
o Alternative option: The shirt that expresses you through fit and style
o Made in USAo Brand identity
o Androgynous GAY women, own and wear button-up shirts, but dissatisfied (HH income $150K+, urban, 25-50, style conscious)
o Lipstick lesbians ((HH income $150K+, urban, 25-50, style conscious)
Week 7o Manufacturingo Brand building &
mktgo Innovative designo Customer
engagement/customer service
o Financial capitalo Androgyny brando People in design,
merchandising, mktg, supply chain, customer loyalty, engineering
o Mfg. partner, sourcing supplier, logistics system, web infrastructure
o GET – SEO, blogs/social media channels, influencers, pop-up shops & event-based mktg
o KEEP – newsletters, consistent new products, community building, customer service
o GROW – referrals
o Logistics partnero Manufacturing &
production partners
o Nonprofit organizations
Key Partners Key Activities Value Proposition
Customer Relationships
Customer Segments
Channels
Key Resources
o Fabric & trimso Manufacturingo Distribution & shipping costso Return allowances & inventory reserveso Sales & marketingo Team
o Off-the-rack inventory saleso Semi-customization - style, sizing, or event-basedo Designer collaborations / limited editionso Future streams – product category expansion (e.g.,
accessories)o Monogramming
Revenue Streams
Cost Structure
o Androgyny e-commerce site
o Building/managing relationships with manufacturers and suppliers, developing designs and tech specs, negotiating price
o Brand building & mktg
o Innovative designo Customer
engagement/customer service
4/3/2013
46
o Building/managing relationships with manufacturers and suppliers, developing designs and tech specs, negotiating price
o Brand building & mktg
o Innovative designo Customer
engagement/customer service
o Androgynous styleo A community-
focused brand developed especially for the androgynous woman who prefers more masculine style with a relaxed women's fit.
o A community-focused brand offering a relaxed fit shirt that you'll be stealing from your partner.
o Enabling self-expression through fit and innovative style
o Made in USAo Brand identity
o Androgynous GAY women, own and wear button-up shirts, but dissatisfied (HH income $150K+, urban, 25-50, style conscious)
o Lipstick lesbians ((HH income $150K+, urban, 25-50, style conscious)
Week 8
o Financial capitalo Androgyny brando People in design,
merchandising, mktg, supply chain, customer loyalty, engineering
o Mfg. partner, sourcing supplier, logistics system, web infrastructure
o GET – SEO, blogs/social media channels, influencers, pop-up shops & event-based mktg, content marketing
o KEEP – newsletters, consistent new products, community building, customer service, social component
o GROW – referrals, cross-selling & upselling
o Logistics partnero Manufacturing &
production partners
o Nonprofit organizations
Key Partners Key Activities Value Proposition
Customer Relationships
Customer Segments
Channels
Key Resources
o Fabric & trimso Manufacturingo Distribution & shipping costso Return allowances & inventory reserveso Sales & marketingo Team
o Off-the-rack inventory saleso Designer collaborations / limited editionso Future streams – product category expansion (e.g.,
accessories)o Monogramming
Revenue Streams
Cost Structure
o Androgyny e-commerce site
4/3/2013
47
o Building/managing relationships with manufacturers and suppliers, developing designs and tech specs, negotiating price
o Brand building & mktg
o Innovative designo Customer
engagement/customer service
o Androgynous styleo A community-
focused brand developed especially for the androgynous woman who prefers more masculine style with a relaxed women's fit.
o A community-focused brand offering a relaxed fit shirt that you'll be stealing from your partner.
o Enabling self-expression through fit and innovative style
o Made in USAo Brand identity
o Androgynous GAY women, own and wear button-up shirts, but dissatisfied (HH income $150K+, urban, 25-50, style conscious)
o Lipstick lesbians ((HH income $150K+, urban, 25-50, style conscious)
Week 9
o Financial capitalo Androgyny brando People in design,
merchandising, mktg, supply chain, customer loyalty, engineering
o Mfg. partner, sourcing supplier, logistics system, web infrastructure
o GET – SEO, blogs/social media channels, influencers, pop-up shops & event-based mktg, content marketing
o KEEP – newsletters, consistent new products, community building, customer service, social component
o GROW – referrals, cross-selling & upselling
o Logistics partnero Manufacturing &
production partners
o Nonprofit organizations
o Other emerging gay fashion brands
Key Partners Key Activities Value Proposition
Customer Relationships
Customer Segments
Channels
Key Resources
o Fabric & trimso Manufacturingo Distribution & shipping costso Return allowances & inventory reserveso Sales & marketingo Team
o Off-the-rack inventory saleso Designer collaborations / limited editionso Future streams – product category expansion (e.g.,
accessories)o Monogramming
Revenue Streams
Cost Structure
o Androgyny e-commerce site
4/3/2013