ENZI pitch

1

ENZI Footwear

Sam Imende | [email protected]

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 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 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


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


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


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

8

Appendix


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


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

Retail

ENZI pitch