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CALKINS, DARNELL, DOOLEY, FOY, FU, WITCHER

Wavy Kicks

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  1. 1. CALKINS, DARNELL, DOOLEY, FOY, FU, WITCHER
  2. 2. TRUE LIFE: IM A SNEAKER HEAD
  3. 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. 4. Kids as young as 13 buying/selling online, camping out in front of stores, scouring the internet for latest kicks
  5. 5. Generate template for success, regardless of location Business Objective
  6. 6. KEEP IT LOCALLY OWNED STAY TRUE TO THE FOUNDATION EXPERTS WITH A PASSION COMMUNITY-CENTRIC Pillars of Wavy kicks
  7. 7. COMPETITIVE OVERVIEW
  8. 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. 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. 10. Research Video
  11. 11. Positioning: Experts of Expression
  12. 12. Marketing Plan PHASE 1 PHASE 2 PHASE 3 REBRAND CONSUMER ENGAGEMENT COMMUNITY INTEGRATION
  13. 13. PHASE 1: REBRAND Store Layout Employees Grand Opening Party Website 2-MONTH GOAL
  14. 14. BRAnD personality- Fresh, authentic, passionate
  15. 15. Rearrange Store layout
  16. 16. New Store Front Layout
  17. 17. New Bag Design
  18. 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. 19. Grand opening & First Friday events
  20. 20. WEBSITE VIDEO
  21. 21. PHASE 2: COMMUNITY ENGAGEMENT Handouts Instagram Contest Loyalty Program First Friday Events 5-MONTH GOAL
  22. 22. Handouts and Bumper stickers
  23. 23. INstagram Contest
  24. 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. 25. PHASE 2: COMMUNITY INTEGRATION Branded Material (SWAG) Sponsored Shoe Mural Shoe Drive ONE-YEAR GOAL
  26. 26. Branded Material
  27. 27. Branded Material
  28. 28. Branded Material
  29. 29. WAVY KICKS MURAL COMMISSION POPULAR ARTIST TO PAINT A MURAL ON THE SIDE OF A BUILDING IN RVA
  30. 30. Charity Shoe Drive
  31. 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. 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. 33. THANK YOU QUESTIONS?