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Customer-Driven Feasibility StudyBristol, Cuozzo, Holz, Lyman,
Patibandla, Sexton
• Research Performed and Customer Pain.• Shoe Skin System, Benefits, Micro-Market• Macro-Market information• Macro-Industry information• Key Learning’s and Conclusion
Shoe Skins is a unique system that makes footwear fun by allowing children to easily change the look of
the their shoes any time they want.
“Being different makes me feel good.” Colin (age 8)
“At school, you don’t like to be the same. You want to stand out.” Vika (age 11)
“I like clothes and styles that nobody else has. “ Phoebe (Age 7)
“like the way shoes feel.” Irina (Age 8) “Shoes that could change colors would be cool. Allison (Age 8)
“you can save money by not having to buy more shoes. Molly (Age 10)
Having to buy multiple shoes for
kids.
Limited choices and styles with existing
shoes.
Child and parent
interviews40 survey
respondentsSecondary
Sources
• Variety of colors and styles• Offers individuality and self-expression • Ability to share, collect, and trade skins• Cost effective – less need for other shoe purchases.• Coolness factor of having something new and innovative• Green – reusable skins• Be part of an online community with fun games and activities.
The Shoe Skin System Online purchase and community
Pricing
• Data we gathered from interviews and survey. Introduce the range.
• Comparison data from similar offerings such as Crocs, Custom Converse, Sneakart.com. A range as well.
Target Market, Size, Growth
• Target Market: 7-12 age group• Size: US Demographics (size of population 7-
12 age group) other info…• Growth (Pull from macro #’s)
• Licensing potential• Possibility of full outfit creation geared around
unique Shoe Skins.• Shoe Skin accessories, such as jibbets or matching
laces.• Shoe ad-ons to make them bounce, make noises,
or light up.• Limited editions created by artists.• Color, and pattern options truly endless.
Macro Market Size
Market size in Value Sales:• Growing at 3.2% during year 2005-06• Expected to grow at 1.9% during year 2006-11• Children’s market represents 13% of overall US footwear market • Both Children’s and Women’s footwear market is expected to grow at a faster rate compared to Men’s market
PEST and Summary
• Put PEST overview into this single slide and provide an “assessment of the future market growth potential and attractiveness.”
Five Forces and Industry Attractiveness
SUPPLIERSLowSUPPLIERSLow
RIVALSModerateRIVALSModerate
BUYERSLarge Chains: HighSmall Retailers: ModerateOnline: Low
BUYERSLarge Chains: HighSmall Retailers: ModerateOnline: Low
SUBSTITUTESAll Shoes: Moderate
Customizable Shoes: Low
SUBSTITUTESAll Shoes: Moderate
Customizable Shoes: Low
NEW ENTRANTSModerateNEW ENTRANTSModerate
BARRIERS TO ENTRYModerate
BARRIERS TO ENTRYModerate
??
Five Forces Trends and how we will deal with them.
Summary Assessment: Moderately Attractive
•Not a sure bet•Niche products•Thoughtful about strategy
•Design strategy (IP)•Channel strategy
Crocs and Heelys are recent examples of specialized footwear breakthroughs.
Conclusion
• Tell them what you told them.• What did we learn about our original idea.
Bring this up here. – What is potentially the critical flaw– What is potentially the critical strength.
• Questions we still have…more questions than answers?
Appendix
• Boys and Girls– Ages 7-12 yrs– Friends important– Very active (sports, dance,
etc.)
• Grandparents/Aunts/Uncle• Want their kids to have something to
remember them by and like them.• Want their kids to have best, latest
things.
• Parents– Want durable shoes that are
comfortable for the kids– Want their kids to be happy– Save money on multiple shoe
purchases
• Companies• Access to a large target market
to extend their brands.
Who is seeking the benefit?
Who else would buy?
CROCJibbets
CustomConverse SNEAKART
• Strong word-of-mouth.• Loyal customer base
• Break easy• Warm weather only,
limited activities
• Many activities• Any season, any
weather.
• Established brand.
• Difficult online setup• Limited to colors.
• Many styles, accessories• Share and swap.• Online social network
• Cool styles, make your own styles.
• Use with any shoe.
• Hard to Adhere• Fall off easy
• Easy to attach, remove• Durable
PR
OS
CO
NS
SS B
EN
• Other ideas that came up during interviews.– Shoes that click, make noise– Skins that match your outfit for the day.– Theme shoes (elf shoes, princess slippers, etc.)– Shoes that bounce– chameleon shoes– Track your swapped style on the web. What are your
shoes doing now?– Track fitness (How far you walked/ran today)– Others as well (see notes)
• Do we want to take on the full shoe manufacturing? Should we just stick with skins for any shoe?
• Will it stay on with excessive activity?
Shoe Skins is a unique system that makes footwear fun by allowing children to easily change the look of the their shoes any time they want.
The Shoe Skin System Web site mock-up
• The Shoe Skins system comprises a base model casual shoe (or line of shoes) plus a removable “skin,” such as those available for laptops and cell phones.
• The skin will affix to a special surface on the shoe.• Shoe Skins will be sold separately in many different colors and
patterns and contain robust potential for licensing opportunities.