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.