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Spirit Doors Final Presentation
 

Spirit Doors Final Presentation

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Entrepreneurship classmates and I developed college-themed storm doors to be marketed and sold to general public. The presentation includes marketing and business plans along with product photos

Entrepreneurship classmates and I developed college-themed storm doors to be marketed and sold to general public. The presentation includes marketing and business plans along with product photos

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    Spirit Doors Final Presentation Spirit Doors Final Presentation Presentation Transcript

    • Spirit DoorsBusiness Plan Proposal | Summer 2010
      Texas
      Ryan Casey, Kevin Chen, Brian Dorne,
      Doug Effler, Mike Ghezavati , Margie Mazurek
    • 2
      The Problem
      Identified Need
      Rising energy costs are pushing storm door sales
      The desire for a stylish and sophisticated form of collegiate expression exists
      Consumers lack elegant collegiate merchandise to express their loyalty to their team
      Sophisticated fans need products other than bumper stickers, plastic toys, and foam fingers to express their fanaticism
    • 3
      Solution: Company Mission & Vision
      Mission
      “Spirit Doors are a new generation of high-performance storm doors featuring highest quality materials and unique colored-glass sports designs to allow loyal sports fans to showcase their team spirit to friends and neighbors.”
      Vision
      “Within the next five years, Spirit Doors will capture 5% of the storm door market and will become a reputable brand among avid sports fans, known for high quality and innovative products.”
    • 4
      Door Sample
    • 5
      Texas
      Door Sample
    • 6
      UT
      Dallas
      UTD
      2009
      National
      Chess Champs
      Door Sample
    • 7
      Industry Analysis
      Window and Door Industry
      Window and door market slowly declining since 2006
      But, new residential construction and home remodeling is expected to increase in 2010
      The US window and door industry remains fragmented and is dominated by small to mid-sized companies
      Few accounting for more than 1% to 2% of overall sales
      Sports Fan Market
      Sport fans represent a strong market potential
      The retail market for collegiate licensed products was  $4.3 billion in 2009
      In 2009, over 48.3 million fans attended NCAA games
      Southeastern Conference had an average home attendance of 76,288 fans
    • 8
      Sales Projections & Market Share
      Estimations
      5.2 million doors sold in 2011
      $700 million in revenue in 2011
      Our Share is 3,200 to 5,800
      $1.04 million to $1.9 million Gross Revenue
    • 9
      Market Segmentation
      Potential market
      Homeowners with college degrees who have an affinity with college sports
      Live around major universities
      Have a need to show off their team spirit
      As Flashy as You Want It
      As Personalized as You Want It
      Alumni associations and booster clubs
      Season ticket holders
    • 10
      Target Market
      Primary Customer Segment
      25-54 year old male homeowner
      Annual income $50,000+
      Strong passion for sports
      Customer Needs
      Strong need to express their passion for sports
      Need to belong to a group of like-minded sport fans
      Want to balance family obligations with their enjoyment of sports
      Secondary Customer Segment
      Alumni centers and booster clubs looking to show off their team spirit to the public
    • 11
      Customer Response
      Survey
      Conducted a survey to determine product need and interest
      Received 21 responses from target customers
      Key Findings
      63% of those surveyed found product attractive
      54% indicated would purchase product if within price range
      Several expressed interest in product line extensions to NBA and NFL teams
    • Competitors
      Pella
      Been around for 90 years and have annual sales of >$1 billion
      Won J.D. Power Associates award three years in a row for “Highest in Customer Satisfaction Among Window and Door Manufacturers”
      Partnered with Lowe’s
      Emco
      Been around for 80 years with annual sales $50-$100 million
      Partnered with Home Depot
      Larson
      Established in 1952 with annual sales of $20-$50 million
      Partnered with Lowe’s
    • Competitor Analysis
      Strengths
      All three have been well established for decades and know the industry very well
      Have all partnered up with the two biggest distributors in the home improvement market: Home Depot and Lowe’s Home Improvement Warehouses
      Well established distribution locations and infrastructures across the country
      Currently offer designs on their glass storm doors (but not college logos) and therefore have the technology to expand into this market should they choose to
      Weaknesses (Our Strengths!)
      Do not offer storm doors with college logos
      No exclusive marketing deals with NCAA schools
      They are all large “corporate” entities and cannot offer the personal customer service that Spirit Doors will offer
    • Competitive Matrix
    • Possible Market Entry Failures
      Reasons:
      Spirit Doors is entering a well established industry/market
      Numerous competitors giving customers many alternatives should they not want college logos on their doors
      Customer always has the alternative of not buying a storm door since the product is not a necessity
    • 7/28/2010
      16
      Market Entry
      Strategy = Offensive
      • First Mover/Proactive approach
      • Keep Competition from entering market
      • Target 8 major football schools including OU and UT
      • Attain Exclusivity rights with University and CLC
      • Pre Sell to National Home Improvement Stores
    • Revenue Model
      7/28/2010
      17
      Product
      Retailer
      Product
      Consumer
      Spirit Doors, Inc
    • Competitive Positioning
      Spirit Doors
      Pella, Larson,
      Emco
      Personal Expression
      Customization
    • Pricing and Sales Channels
      19
      Pricing
      • $499 signify superior luxury product with significant offering
      • $499+ for web orders with customization
      Sales Channels
      • Website
      • Catalogue/ Direct Marketing
      • Internal Sales Team
      • Store Fronts
    • Advertising and Promotions
      Trade Shows
      Direct Marketing
      Radio
      Print and Online
      Partnerships
      20
    • 21
      Resources and Operations Issues
      Up to 60,000 sq ft production facility
      1312 Crosby Rd, Carrollton, TX
    • 7/28/2010
      22
      Resources and Operations Issues
    • 7/28/2010
      23
      Financial Projections
      “Spirit Doors” Assumptions
    • 7/28/2010
      24
      Financial Projections
      Income Statement Summary
    • 7/28/2010
      25
      Financial Projections
      Break Even Analysis – per Month
    • Project Timeline
    • Thank You!