enzi pitch
Post on 28-Jul-2015
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ENZI FootwearSam Imende
Young Adults Represent Underserved Footwear Market
• Individuality expressed through fashion
• Dress from feet up• Sneakers 24/7
18-24 years old 25-34 years old 35-50 years old
• $1.2 billion market
• Appropriate individualism• Urban mindset• Mobile lifestyle
$1.2 billion market size (US)
• Corporate culture dominant• Dress shoes• Family oriented lifestyle
ENZI FootwearSam Imende
ENZI Positioning Fills a Void in the MarketplaceHigh Price
Low Price
Sneaker Dressy
ENZI
Creative Recreation
AldoSupra
Diesel
Common Project
Nike
Prada
Sawa Shoes
Clarks
ENZI FootwearSam Imende
ENZI Footwear Brand
ENZI’s unique vision is of a premium footwear brand that combines high quality African materials with a commitment to expert design, craftsmanship and responsible
labor practices.
Product Pillars
Versatile Lifestyle
Premium Leather African
ENZI FootwearSam Imende
Beachhead Consumer
Demographically
• Male• 29 years old• Multicultural• Lives in London• Makes £40K per year
Psychographically
• Urban mindset• Marches to the beat of his
own drum• Concerned with being an
individual• Works to live but doesn’t
live to work• Entrepreneurially ambitious
Behaviorally
• More interested in trying new things as oppose to being brand loyal and ritualistic
• Tech savvy and outgoing• Favorite Brand: Visim • Favorite Hobby: Photography• Favorite Artists: The Roots
• Expresses personality through footwear• Buys new shoes at least once every 3 months
• Won’t let a great pair go un-purchased• Willing to spend up to $300
• Strong network of friends who are very similar
ENZI FootwearSam Imende
Multi-channel distribution
Trade Shows• Project• Capsule• Magic
Trunk Shows, Pop up Shops
• London• Hong Kong• New York• Capetown
Online• 3rd party –i.e. Then & Now• Crowdfunding - Kickstarter• Direct - ENZI ecommerce
Digital Media
ENZI FootwearSam Imende
Management Team & Advisory Board
Jawad BrayeCreative Director, Designer Footwear Designer - Feiyue, Ferrari, Kappa, Fila, and Pele Sport
• Designer for Evisu, Japanese denim brand and K1X, German lifestyle brand
• Cordwainers, London College of Fashion
Sam ImendeManaging DirectorBusiness Development– Java House Coffee, BizCorps, B Lab
• Microfinance Loan Officer, Enterprise Development Group & Kiva
• MBA, UNC Kenan-Flagler Business School
Azi MengistuCOO, Branding &
Operation C62 Media co-founder,
Ethiopia magazines - Selamta, Addis Life• Manager for international event media
service company• PhotographerChristian Ward
CMO, Marketing and SalesGlobal Sales Executive – LinkedIn, Daxtra
• Sales specialization in HR recruitment software
• Regional Manager, Asia Pacific
Aman Mengistu (Addis)Int’l Marketing, C62 Media
Jonathan Cummings (HK)Brand Management, StartJG
Pule Taukobong (SA, NYC)Investor, Africa Angels Network
ENZI FootwearSam Imende
Risk Assessment
Risk Threat Level Mitigation
Distribution Channels - Delays - Customs High
• Partnership with export-experienced factory• 0% customs in US & Europe-AGOA & EBA• Shared information systems with suppliers and retailers
Quality control - Materials - Production Medium
• Quality control technician to work alongside our designers• Premium leather sourcing• Revenue sharing incentives for workers
Fraud - Knock offs Medium
• Trademark in US & China• Inform clients on store locations through website
Cash Flows High• Pre-orders from samples• Favorable supplier payment terms• Diverse financing strategy
ENZI FootwearSam Imende
Benchmarking; key points of differentiationBench-mark
ENZI Common Projects
Sawa Shoes
Diesel Creative Recs
Adidas Clarks
Casual Dress 4 4 3.5 4 4 3 6
Price Range $180-$300
$400-$500
$110-$180
$65-$300
$65-$350 $65-$600 $100-$300
Different-iation
All African,premium
cow , goat & sheepskin,
Eco-friendly
Monotone classics,
finest materialsmaterial
African made,
comfort and
quality
Italian brand,
complex , progressive
Blurs rules, footstrap, variety of materials
Signature classics,Global
athletics
Wide range
between casual & formal
Marketing Strategy
Word of mouth
website/blogfaceboo
k, twitter
Word of mouth
blogs, web, No ads
Website, trade
shows,
compliment clothing
line, $6MM in ads
website, Channel, word of mouth, Fb/blog
Strong marketing campaigns
in store and online
Own stores, Quality brand
Magazines
Target Consumer
multi-cultureurban male
25-35
Int’l urban male, high
income
Urban casual18-45,
Int’l urban 16-28 smart
casual
Urban male in US 18-26
Global casual-sport
Int’l urban male, mid-
class
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