1. SheNative
Dedicated to empowering Native
Women in Canada through our
high end leather handbags.
Devon Fiddler // Chief Changemaker
devonfiddler@me.com// 1.306.270.8489

2. Problem
• Native women in Canada face huge
disadvantages:
 Higher rates of poverty,
incarceration & victims of violence.
 High rates of unsolved missing &
murdered cases.
• These realities overshadow successes
of Native women, allowing negative
stereotypes to prevail!

3. Solution
• Empower Native women through
job creation, and design
collaboration opportunities.
• Educate mainstream through our
platform and our goods.

4. Business Model
Direct to Customer
Years 1 - 5
Design
Design &
Make
Customer
Online
Marketing
& Sales
Wholesale
Years 4 - 5
Distribute
to Retail
Market &
Make Sales
Manufacture
SheNative Community.
Empower. Celebrate. Educate. Inspire.

5. Underlying Magic – Our Goods...
Leather Goods
Celebrate & Empower
Modern, Timeless,
Functional
Native Design
Elements
• Crowdsourcing Native
designers/artisans
• Niche Goods in Handbags
Industry
• Opportunity to share our
success stories as women

6. Marketing & Sales Strategy
Pre-Launch
Marketing &
Pre-Sales
Strategy
•
Launch
Strategy
•
•
•
•
•
•
•
Build Social Media following through
blogging, Facebook giveaways, design
contests, Twitter & Pinterest posts
Gain Media Exposure
Celebrity Gifting of Handbags
Soft Launch Party
Pop-up Shops in Major Canadian Cities,
Saskatoon Farmers Market
Online Shop, Shop Indigenous
Indigenize Launch Event with
Shopindigenous.ca
Aboriginal & local tradeshows & local
fashion shows

7. Competition
• Native Handbag Brands & Fashion Designers
– Angelia Demontigny
– Joanne Anderson
• Canadian Made Leather Handbag Brands &
Designers
–
–
–
–
–
Roots Canada
Chicks & Girlies
Erin Templeton
Rowland Leather
Jessica Jensen

8. Team
Devon Fiddler
Owner & Founder, Chief Changemaker
Business Planning & Development, Operations
Heather Abbey
Co-Founder & Founder of Shopindigenous.ca
Social Media Marketing, Fashion photoshoots &
Event Planning, Start up Experience
Sheena Repath
Founder of Ideal Samples & Making Sh*t Happen of Toronto,
ON
Product Development Advisor
Product Development in Fashion Industry, Manufacturing,
Wholesale,
and Online Distribution Expertise

9. Financial Projections
Conservative Projections
Year 1
Items Sold per Year
Average Selling Price on
items
Year 3
Year 5
Ambitious Projections
Year 1
Year 3
Year 5
200
1500
3000
500
3000
5000
339
339
289
339
339
289
Sales per Year
$67,800.00
$508,000.00
$867,000.00
Revenue per Year
Community Initiatives
Program ($10 per item)
Designer Royalties (10%
of sales)
Profit Margin Goal (15%
of Sales)
$33,900.00
$254,000.00
$433,500.00
$84,750.00
$508,500.00
$722,500.00
$2,000.00
$15,000.00
$30,000.00
$5,000.00
$30,000.00
$50,000.00
$6,780.00
$75,000.00
$86,700.00
$16,950.00
$101,700.00
$240,000.00
$10,170.00
$76,200.00
$130,050.00
$25,425.00
$152,550.00
$216,750.00
$169,500.00 $1,017,000.00 $1,445,000.00
• Cost of Goods Sold are no more than 50% of sales (labour
and materials)
• We will aim for a 15% profit margin of sales

10. Accomplishments to Date
• In Product Development & Crowdsourcing Phase
• Participant of Praxis School of Entrepreneurship &
Start-up Generation Global Fellowship Program
Future Development Plans
• Launch Indiegogo Crowdfunding Campaign (April May 2014)
• Production of first Product Line (June 2014)
• Launch Online Shop (July 201)
• Start first in-house production run (July 2014)
• Saskatoon Farmers Market Weekend Retail Pop-up
Shops (July-August 2014)