Brand managers: Ching-Ling Wu, Thomas Cottam, Whitney Martinez, Neil Slotterback.

What are people currently using to combat their stinky shoe smell?

Powders

Detergents

Sprays

Inserts

Insight

All currently mass marketed shoe odor products only mask the smell and do not address the cause of odor.

While 1/3 of adults report ever buying a foot odor product, only 15% currently use one.

Market Situation

Most people live with shoe odor, knowing that there is little out there that can actually take care of the problem. 

By 2014, it will be worth of $780 million

The foot care category is a $671 million industry

Our Approach Address the cause.

An appliance that stops odors by removing their source - the bacteria - with a fan and UV light

Solve the problem

Masking the problem

Niche

Mass

We want to be here!

Brand Personality

Approachable

Unconventional

Fun

Lighthearted

Simple

Helpful

Optimisticreclaim your shoes

Product Functionality

Approximately 45 minute cycle

Curing the problem, not treating the symptoms

Position as shoe revitalization rather than odor removal

1. Dries to get rid of environment that breeds bacteria (fan)

2. Sanitizes to get rid of existing bacteria that creates foot odor (UVC light)

Packaging

Pricing

Retail Price $59.99

Invoice Price $43.82

Manufacturer Cost $31.30

HH

Mar

ket

Pene

trat

ion

(%)

Time

Early Adopters Early Majority Late Majority Laggards

(pricing)premium low premium

(motivations)specialized maintenance social norm

1 2 3 4 5

1

2

3

4

RETAIL STRATEGY

Promotion Strategy

In-store collateral for additional information

End cap display Running Events

Product Reviewsmagazines, blogs, social media

COGS Sales Gross Profit

$10,485,500 $19,796,700 $9,311,200

Retail Sell Price Invoice Price Manufacturer Cost

$59.99 (36% markup) $43.82 (40% markup) $31.30

Promotion Cost (10%) R&D(5%)

$1,979,670 $989,835

Year 1 Net Income Year 1 ROI

$6,341,695 32%

Sales Forecast