wavy kicks
TRANSCRIPT
- 1. CALKINS, DARNELL, DOOLEY, FOY, FU, WITCHER
- 2. TRUE LIFE: IM A SNEAKER HEAD
- 3. Represent 5% of retail sneaker market- $1.1 Billion Secondhand sneaker market predicted to increase 50% ($465 million) by May 2015 11 million sneaker auctions on Ebay EVERY DAY Sneaker Culture in 2014
- 4. Kids as young as 13 buying/selling online, camping out in front of stores, scouring the internet for latest kicks
- 5. Generate template for success, regardless of location Business Objective
- 6. KEEP IT LOCALLY OWNED STAY TRUE TO THE FOUNDATION EXPERTS WITH A PASSION COMMUNITY-CENTRIC Pillars of Wavy kicks
- 7. COMPETITIVE OVERVIEW
- 8. What they do better ROUND 2 FOOT LOCKER EBAY Approachable, at home feel Active on Twitter/Instagram Carries wide range of clothing products Carries the latest shoes/wider new-shoes selection Shoes never worn Consistent service 24/7/365 access Largest variety of rare/unique shoes Variety of price ranges
- 9. 18-34 years old Majority male Interest in sneakers started around age 13 Household Income:$22,000- 45,000 Majority live in the RVA community Target 3,000
- 10. Research Video
- 11. Positioning: Experts of Expression
- 12. Marketing Plan PHASE 1 PHASE 2 PHASE 3 REBRAND CONSUMER ENGAGEMENT COMMUNITY INTEGRATION
- 13. PHASE 1: REBRAND Store Layout Employees Grand Opening Party Website 2-MONTH GOAL
- 14. BRAnD personality- Fresh, authentic, passionate
- 15. Rearrange Store layout
- 16. New Store Front Layout
- 17. New Bag Design
- 18. Employee Handbook Greet all customers like theyre family Hey, what can we do for you?" Keep personal items behind the counter Always ask about their shoe interests End all interactions with "Thanks for coming out." Dress code: ALWAYS wear nice kicks and wear clothes that follow the style guide. (Maroon, Black, Red, Grey)
- 19. Grand opening & First Friday events
- 20. WEBSITE VIDEO
- 21. PHASE 2: COMMUNITY ENGAGEMENT Handouts Instagram Contest Loyalty Program First Friday Events 5-MONTH GOAL
- 22. Handouts and Bumper stickers
- 23. INstagram Contest
- 24. Loyalty Program GOLD SILVER PLATINUM + 1000 + 500 + 300 Pick between a Wavy Kicks shirt or hat. Pick between a Wavy Kicks hoodie/duffle OR 15% off. 30% off your entire purchase
- 25. PHASE 2: COMMUNITY INTEGRATION Branded Material (SWAG) Sponsored Shoe Mural Shoe Drive ONE-YEAR GOAL
- 26. Branded Material
- 27. Branded Material
- 28. Branded Material
- 29. WAVY KICKS MURAL COMMISSION POPULAR ARTIST TO PAINT A MURAL ON THE SIDE OF A BUILDING IN RVA
- 30. Charity Shoe Drive
- 31. Cost Breakdown Store Redesign $5,000 Employee trainining $1,000 Grand Opening Party $4,000 Website redesign $25,000 Stickers/Handouts $2,000 Instagram contest $100 First Friday Events $960 Branded Material $10,000 Shoe Mural $1,000 Shoe Drive $30 TOTAL: $49,090
- 32. Measures of Success- 1 year Monthly Revenue- Current: $80,000 Goal: $100,000 Weekend Foot Traffic- Current: 80 Goal: 100 Weekday Foot Traffic- Current: 40 people Goal: 80 people Daily Website Views- Current: 3,000 views Goal: 8,000 views VIP Memberships- Current: 0 Goal: 500
- 33. THANK YOU QUESTIONS?