TABLE OF CONTENTS03 what we’re about

05 who’s behind chopwood?

06 the opportunity

07 the landscape

10 The culture

13 getting there

15 the customer

18 the store

20 let’s go!

Legal mumbo jumboThis is a confidential document containing competitive information and ideas that are proprietary. By receiving this document, you agree to keep all contents and dis-cussions therein confidential and understand substantial harm that can come to its creators through disclosure. While introductory in nature, it reveals concepts and plans that are subject to modification and, like any for-ward-looking plan, comes with risk. Talk to your lawyer, accountant or shwami for guidance and advice.

Copyright ©2013 Travis Underwood and Lisa Cramton Design by Smithwood Drive

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/ Strive to be the first place customers stop when visiting

/ Be fiscally and community sustainable

/ Be mindful, attentive, engaged and present

/ Value relationships

/ cultivate a place to gather

/ Be passionate and transparent

/ Do good work every day

/ Make everyone a star of the show

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travis underwoodTravis lives the outdoor dream through bikes, dogs, travel, river running, skiing and getting out there into the yonder. Don’t let that fool you: Travis has the management chops to grow a retail operation, with experience in specialty retail ownership, bicycle manufacturing and wholesale, big five business consulting and more. Travis has used his skills learned at Trek, Niner Bikes, Accenture to build a solid foundation of management best practices, business process and project development in retail ownership and manufacturing. With a resume like his, it’s no wonder he needs to get outside so much.

lisa cramtonLisa forged her way West after 24 years in Crested Butte, diving into the outdoor marketing industry with brands like crankbrothers and Pivot Cycles. Her skills in sales and marketing were reinforced by managing high-end outdoor shops like The Alpineer, and have been dialed up to a 10 through producing big-name industry events and promotions all over the country. Somehow, Lisa found time to give back to her community as a board member with local and national organizations dedicated to outdoor recreation, while still building the bottom line for the brands that represent the same drive and passion Lisa has for the outdoors.

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the landscapeGetting outside is walking out the front door and no longer niche. Even luxury retailer Nordstrom has a camping ad.

Similarly, mountain towns are no longer ‘Ski towns’. They are re-inventing themselves to be more than skiing and destinations for extreme athletes. Today you can find diverse activities designed to attract light outdoor enthusi-asts and families who want to enjoy the unique location and surroundings but don’t intend on climbing a peak.

Outdoor retail is also changing. While outdoor activities tend to defy poor economic conditions, traditional outdoor retailers focus either on the extreme or the cheap gear—creating a gap for shoppers who are looking for quality, accessible gear designed with a purpose.

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the chopwood point of differenceChopWood will bring the concept of a ‘public house’ to outdoor retail. Grab a pint, strike a conversation, catch a community event while sharing passion for living life.

We aim to fill the shopping gap that exists by reducing the barriers to entry and build exposure to emerging artisan and design-forward gear brands. In addition to brands that are harder to find and therefore more special for the end-user, we will also partner with known, quality-focused brands.

We’re looking outside retail for inspiration, including the craft brewing move-ment, farm-to-table, farmer markets, food trucks, and other retailers who are focused on making connections with their customers through social gathering to reinforce the shopping experience and build loyalty to the store.

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the outdoor marketplace

800,000more

people

40%have$75K

A $13.2billionmarket

65 %of colopeople

5%rise inretail

17%jump incraft

participated in some type of outdoor recreation in 2011, a total of over 142,000,000 people getting out in it

participate in outdoor recreation, a pretty amazing number considering how good the beer is around here

in household in-come— pretty good scratch for people who dig fresh air, a trail run and maybe an Audi?

for the specialty segment according to Leisure Trends, and nobody doubts trends that are leisurely—ever.

in just Colorado alone, and $646 big b’s nationally on outdoor rec. Even The Donald can’t match that coin.

beer, to $10.2 billion annually spent. We’re pretty sure that means more than 99 bottles are on the wall.

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locationChopWood’s roots will be planted in a location/neigh-borhood that embraces community. We are exploring a number of mountain and urban options where we have existing connections and a bit of inside local knowl-edge. Mountain (ski) towns are currently re-inventing themselves as year round destinations. Urban areas are adapting through re-connection to neighborhoods and outdoor opportunities easily accessible to all. The first location will allow ChopWood to mature and pre-pare for additional locations.

» 2000-3000 sq ft unique space for initial proof of concept

» Commercial space with accessibility to trails, bike routes and parks

» Craft Breweries, restaurants, art spaces, farmers markets

» Neighborhood-based communities

» Destination location for non-locals

» Area that is transforming or poised for sustainable growth

» An area where we can leverage existing connections and local knowledge

» Crested Butte, Telluride, Brecken-ridge, Bend, Boulder, Denver (LoDo, Highlands), Flagstaff, AZ.

Couch Potato: last seen at the outlets

chopwood: good gear, good friends, and even better times

extremies: uh, yeah, might need a sherpa

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Click for more: Outdoor Industry of America/future of retail

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a daily dose of mtn

A lifestyle hubPrimary purpose: Haul in the tourists

coffee & tap roomPrimary purpose: Increase frequency

gear & FashionPrimary purpose: Drive revenue

service centerPrimary purpose: Passion, culture, service

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themillenials

the customer

boomersand Gen X

Searching for professional path

Hold lofty goals and idealistic ideas of how to attain them

Suffer from perfection paralysis

Searching for their place in society

Often feel overwhelmed by options

Assume that overall balance can be attained

Need for instant gratification

Established career path

Realistic vs. idealistic goals

Know they can’t be perfect

Established their place in society

Less likely to be overwhelmed by options

Skeptical of achieving balance

Gratification comes through applying self over time

World-aware

Concerned about business practices

Seeks better ways to experience life

Develops enduring relationships and involved in community

Deep love for nature and cares about its destruction

Want to live more sustainably

Optimistic about the future

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the storeWe want people to feel different when they walk in the door and get a feeling they’re with friends.

Product partnerships, functioning as a concept store design, help us weather ebbs and flows of product inventory.

A continual change of space will be designed to invite customers to linger, gather, and enjoy a beer.

Art installations, gatherings, and an accessible staff who are knowledgeable but not overbearing.

Break down barriers through approachable education, targeting the joy of getting out there and having fun first and foremost.

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the

spa

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the productOur focus will be on accessories, supplies and soft goods that support outdoor “lifestyle” sports: Camp-ing, hiking, biking, skiing, SUP, river trips, etc.

We will also offer service, repairs and parts and sup-plies. We will offer a rent-by-the-hour workshop.

We plan to partner with like-minded iconic brands along with seeking out new artisans.

Our merchandise mix will remain in fl ux, with a goal of always having new items to show off in the store, items that are curated rather than purchased for fl oor inventory.

We also plan to develop our own line of goods once the store is up and running.

prana rainbowmountain hardware IBEX olukai lole smith aventura ticla

search & state donkey label kitsbow harlot reuse jeans swrve isle jacobsen patagonia

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the future »Refine the concept first

»Build an inhouse brand (higher margins) with crowdsourced designs (betabrand)

»Expand to multiple locations

»Social gear share programs

»Travel component share of beta, direct airbnb style referrals, bookings

our journey begins with you.When we set out to realize ChopWood, we decided it would need to be different. Ambi-tious. We would need to “rethink” retail.

Our combined proven experience in retail, marketing and management along with our knowledge of the industry and its emerging trends puts us on a course to do just that.

We’d love to discuss what’s next and share even more. Call Travis at (602) 290-1043 or email at travis.underwood75@gmail.com.

We thank you for your time.

—Lisa and Travis

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Before enlightenment: Chop wood, carry water.After enlightenment: Chop wood, carry water.

—zen proverb