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ALL IN STRIDE Business Concept DECK Erin Hutchinson. Frank Moyes ESBM 3700 April 28, 2003. What is the NEED?. Horse-related accessories used today were invented five hundred years ago. Tack trunks, grooming boxes and jump standards are outdated and unorganized.

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All in stride business concept deck erin hutchinson l.jpg

ALL IN STRIDEBusiness Concept DECKErin Hutchinson

Frank Moyes

ESBM 3700

April 28, 2003


What is the need l.jpg
What is the NEED?

  • Horse-related accessories used today were invented five hundred years ago.

    • Tack trunks, grooming boxes and jump standards are outdated and unorganized.

    • These things are hard to use, heavy to carry and bulky to store in barns and to transport to horse shows.

    • According to my research and my customer survey, consumers often feel these products are expensive, but are lacking in quality of materials and do not last.


The products l.jpg
The Products

  • A product line that offers products to simplify owning, caring for, training and showing horses.

  • The “headliner” product will be the adjustable-from-the-saddle jump standard.

    • This will attract the attention of trainers, who influence the buying decisions of this market.


Features l.jpg

BENEFITS-

FEATURES-

  • Light weight, durable plastic materials

  • Professional, clean appearance,

  • Stackable tack trunks, grooming boxes and related products

  • Larger products will be equipped with wheels

  • Jump Standards

    • White, PVC plastic, 6’ tall

    • Adjustable from the saddle

  • Easy for target market to carry, longevity-saves replacement costs

  • Status symbols, nice, neat looking equipment is associated with prestige (very important in the horse-world).

  • Maximizes storage space, organizes tack rooms, barn aisles and temporary horse show set-ups

  • Easy of transport, saves energy and time (important to Target Market)

  • Professional look, long lasting, easy to move, set at any height

  • Saves time, $ and horses’ backs from injury

  • An employee is not required to set fences, trainers can get more rides and grooms can tack horses, rather than setting jumps

(customizable and

monogramable)


Target market l.jpg
Target Market-

  • Hunter/Jumper trainers, instructors, stable owners

  • Individual Consumers

    • Income $50,000-$200,000

    • 30-50 y.o. (some are daughters of this age group)

    • 90% women, married w/children

    • College education, drive SUVs or light trucks

    • Dog owners, vacation 2-3 times/yr.

    • The show horses owned by this target market are priced between $10,000 and $100,000.

  • Emotional Decision makers-they want to take care of their horses and improve their riding abilities.

  • Buying Decisions are based on advice from experts (trainers and instructors) and trends or fads.



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Competitive Advantage-

  • All In Stride’s competitive advantage will be derived in marketing. The company will use well-known horse trainers and clinicians to endorse the products. This will be effective because these horse celebrities influence buying decisions in this particular target market.

  • The design of the products will also be a competitive advantage. The focus on organization, ease of transport and simplification is a new concept in horse-related products.


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Profitability Analysis-

Products are priced just below the market average. I used catalog prices for existing products for comparisons. COGS was derived from a price list of a plastics company.

Marketing expenses will be high to get the product out there.


Conclusions l.jpg
Conclusions-

  • This is an existing market with plenty of competitors.

  • Pricing must be competitive

  • Research and Development will be needed to introduce new products continually

  • Endorsements from professionals will be the key to success.


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