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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.


Market Situation While 1/3 of adults report ever buying a foot odor product, only 15% currently use one. Most people live with shoe odor, knowing that there is little out there that can actually take care of the problem.  The foot care category is a $671 million industry

By 2014, it will be worth of $780 million


Our Approach

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

Solve the problem Masking the problem

We want to be here! Mass


Brand Personality Approachable Fun Helpful Lighthearted

reclaim your shoes

Optimistic Simple Unconventional


Product Functionality 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) Approximately 45 minute cycle Curing the problem, not treating the symptoms Position as shoe revitalization rather than odor removal


Pricing Retail Price

$59.99

Invoice Price

$43.82

Manufacturer Cost

$31.30

Packaging


RETAIL STRATEGY HH Market Penetration (%)

4

3

2

1

1

Early Adopters

2

Early Majority

premium

specialized maintenance

Time Late Majority (pricing)

(motivations)

3

4

5

Laggards low premium

social norm


Promotion Strategy Product Reviews magazines, blogs, social media

End cap display

Running Events

In-store collateral for additional information


Sales Forecast Retail Sell Price

Invoice Price

Manufacturer Cost

$59.99 (36% markup)

$43.82 (40% markup)

$31.30

COGS

Sales

Gross Profit

$10,485,500

$19,796,700

$9,311,200

Promotion Cost (10%)

R&D(5%)

$1,979,670

$989,835

Year 1 Net Income

Year 1 ROI

$6,341,695

32%


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