Pride & Groom 2016

Pride & Groom By : Chris Keegan

The Brand

“Be the groom you want to be.”

Established in 2016

Opportunity: To create a line of quality and stylish keepsake men’s furnishings tailored specifically to an expansion in the bridal market involving LGBT weddings.

Pride & Groom will give a portion of its profits back to LGBT causes, including, but not limited to the victims and families involved in the Pulse Nightclub incident.

Mission: To provide the best wedding accessories, keepsakes and experience specifically for LGBT couples.

The Business

Competitive Advantage: LGBT weddings are on the rise and a brand specifically tailored to the market and raised on LGBT values creates a one of a kind experience for any couple’s special day.

Current Status/Requirement: The business is in early stages. After being launched online/in-stores, word of mouth and social media will be necessary for brand notoriety.

Management Team

Team: Experience in fashion design and product development, specifically menswear, retail experience, technical design and leadership.

Board of Directors: One (Myself) Board of Advisors: Advisory board comprised of professor and peers providing feedback on concepts, development, and final designs.

Key Professional Service Providers: No law firm or accounting firm. Business consultants included various guest speakers providing insight into the world of entrepreneurship, some specifically bridal-oriented.

Company Structure

Organizational Structure: Lead designer/developer consisting of myself.

Legal Structure: Company owned and created by me. Original designs and concepts entirely by myself.

Intellectual Property: Trademark and copyright in progress.

Industry Analysis

Industry Description: LGBT weddings are multiplying each year due to their national legality in the U.S. now. New and original twists on traditional ceremonies and fashion are especially in need. LGBT couples want interesting and memorable wedding experiences.

Target Market: LGBT couples who are looking for a modern yet refined twist on a traditional wedding experience through a keepsake.

Competitive Position within Target Market: Competitors include established rental and suit/tuxedo brands such as Joseph A. Bank. Not many places provide keepsakes for weddings specifically for LGBT couples.

Meet Preston & Tate

Preston and Tate are soon-to-be newlyweds. They have been engaged for a few years and once gay marriage was legalized, they finally decided to set the date. The couple loves to travel and are deeply involved in the LGBT community. They live in Florida and are looking to have a coastal and outdoor wedding. Preston and Tate are both very stylish and interested in trends and the fashion industry. The two are looking for quality keepsakes for their wedding instead of a typical rental tuxedo. Each one has their own style and look forward to customizing their wedding accessories in a unique and cohesive way.

Marketing Plan

Pricing Strategy: The price point will vary per item starting anywhere from $50 to upwards of $500 depending on customization and items chosen.

Channels of Distribution: Online and partnerships at bridal shops as well as other bridal retail stores.

Eventually a storefront.

Promotion and Advertising: Strong online and social media presence including an active Instagram account. Website and ads online. Bridal and LGBT magazine ads.

Operations Plan

Method of Production: Combination of handmade and machine-made.

Availability of Qualified Labor Poll: Myself and interns will create the product.

Business Partnerships: Possible bridal shop partnerships and LGBT company partnerships.

Quality Control: Each item will be tested to ensure ease of use and durability on the wedding day as well as for it’s future as a keepsake.

Customer Support: Contact methods available include phone and email. Quick and informational responses will always be returned.

Financial Plan

Capital Requirement for Upcoming 3 to 5 years: Funds will come from my own bank account as well as from profits of items created and sold.

Overview of Financial Projections: Determined by calculating supply, labor, and customization costs.

Social Responsibility: Portions of proceeds will ALWAYS go towards the benefit of LGBT organizations.

Bow Tie Inspiration

Pride & Groom Thank You