This document outlines plans for a new toy store called Fundamental Play. It introduces the founders and covers their mission to promote child development through play. It discusses trends in the toy industry, opportunities in the market, and their niche focusing on high-quality toys, expert staff, and a welcoming community space. Store designs, marketing strategies, and financial projections are presented. The founders envision growing to 10-15 locations across affluent areas on the East Coast to bring meaningful play experiences to families.
1. Hunter Thomas Gabbi Baker Alex Caffrey
February 3, 2013 New York, NY
2. agenda
– meet the team
– mission & business concept
– a change in play
– our niche
– conceptual store design
– advertising & marketing
– financials
– growth landscape
4. mission
fundamentalplay is committed to
child development.
We believe that great play
creates great minds.
By creating interactive and educational play
experiences, we can grow young minds to
reach new heights of imagination, creativity
and intellectual development.
5. business concept
specialized, unique focus
exceptional service
high quality products
engaging experience
20. toy stores: the gap
• shift towards international growth
• focus only on kid’s experience
• lack of attention to post-toddler years
• rising cost and market limitations
prevent potentially great, new toys
22. consumer
purchasing power of women
$7T 85% 1.3M 2/3
is of all women of consumer
contributed consumer earn more wealth in the
by women in purchases in than U.S. will
the U.S. in the U.S. are $100,000 belong to
consumer made by in annual women in the
spending women salary next decade
23. consumer
looking for meaningful
moms products and expert advice
shopping for the child’s
aunts
smile at any price
buying classic toys that
grandparents
ground their grandchildren
24. consumer: moms
mom
1 in 5 50% $2.1T
households contain preschool toys spending power of
a mother, father & purchased for U.S. moms annually
child under 18 education
25. consumer: aunts
aunt
23 68% 76%
million U.S. are role models for spend $500+
Professional kids in their lives annually per child
Aunts No Kids
26. feedback
“This [concept]
is fantastic…the PANK has
long been ignored by
marketers, and when she is
appreciated and
acknowledged, undeniably Melanie Notkin,
Founder, SavvyAuntie
she becomes loyal.”
27. consumer: grandparents
grandparents
70 $52 2/3
million American billion spent “spoil” their
grandparents on grandkids grandkids
28. location
• near affluent suburban and urban
neighborhoods
• co-located in grocery-anchored centers
that include yoga studios, children’s
clothing boutiques and lifestyle stores
• high traffic areas with surface parking
29. employees
specialized training
friendly service
college & graduate students
child development focus
30. products
Ubooly Radio Flyer Wagon Green Toys Block Set
Plan Toys Dollhouse LEGO Life of George Hape Toys Peg Puzzle
31. brands
craftsman traditional
& independent digital & building & licensed
32. retail perspective
We Are We Are Not
• Neighborhood Store • Teacher Supply Store
• Unique, High Quality • “Play Zone” or Day Care
• Educated, Friendly Staff • Mindless Toys
33. feedback
“This is a great idea!
It’s the right time for
fundamentalplay to enter
an underserved Caren Shalek,
Board Member,
niche market.”
Toy Industry Foundation
45. events & promotions
toy registry
program
events for
seasonal
secondary
workshops
caregivers
storytelling
new product
and expert
launches
lectures
46. feedback
“We hear a lot in our forum
that…events tailored to
working parents would be
more valuable. Your Maria Sokurashvili
and Jeff Steele
demographic is definitely Founders,
looking for what you offer.” DC Urban Mom
47. spotlight: Bethesda, MD
Population: 60,858
$130K 19.2% $400 40%
median HH under 14 per year of the
income years old per child market
Annual Revenue: $1.6 million