EDENS smART Retail Challenge 2013

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fundamentalplay is a specialty toy store concept that we created and presented as part of the EDENS smART Retail Challenge in January 2013.

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EDENS smART Retail Challenge 2013

  1. 1. Hunter Thomas  Gabbi Baker  Alex Caffrey February 3, 2013  New York, NY
  2. 2. agenda –  meet the team –  mission & business concept –  a change in play –  our niche –  conceptual store design –  advertising & marketing –  financials –  growth landscape
  3. 3. meet the team alex gabbi hunter
  4. 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. 5. business concept specialized, unique focus exceptional service high quality products engaging experience
  6. 6. a change in play competitive playground
  7. 7. a change in play competitive new playground consumers
  8. 8. a change in play competitive new evolution playground consumers of play
  9. 9. world toy industry $23.3 $23.1 $23.9 $3.1 $7.3 $2.6 $84 billion 2.14% growth rate (‘07-‘11)
  10. 10. US toy industry $22 billion US $284 69% avg. yearly of sales for expenditure children under 8 per child
  11. 11. a change in play competitive new playground consumers
  12. 12. mom: then traditional rise of family activity homemaker soccer mom director
  13. 13. mom: now work-life increasing mom’s balance selectivity community
  14. 14. a change in play competitive new evolution playground consumers of play
  15. 15. evolution of play kids getting play has social “older younger” become digital explorations
  16. 16. a change in play competitive new evolution playground consumers of play
  17. 17. toy stores: slow to change 1950s
  18. 18. toy stores: slow to change 1950s 2010s
  19. 19. toy stores: the reality
  20. 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  
  21. 21. our niche consumers location employees products retail & brands perspective
  22. 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. 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. 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. 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. 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. 27. consumer: grandparents grandparents 70 $52 2/3 million American billion spent “spoil” their grandparents on grandkids grandkids
  28. 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. 29. employees specialized training friendly service college & graduate students child development focus
  30. 30. products Ubooly Radio Flyer Wagon Green Toys Block Set Plan Toys Dollhouse LEGO Life of George Hape Toys Peg Puzzle
  31. 31. brands craftsman traditional & independent digital & building & licensed
  32. 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. 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
  34. 34. store design 1 2
  35. 35. store design 3 4
  36. 36. store design 5 6
  37. 37. store design 7 7 8
  38. 38. advertising & marketing social community events & media engagement promotions
  39. 39. advertising & marketing social community events & media engagement promotions
  40. 40. social media
  41. 41. social media
  42. 42. advertising & marketing social community media engagement
  43. 43. community engagement •  partnerships with neighboring retailers •  involvement in local schools •  charity toy drives
  44. 44. advertising & marketing social community events & media engagement promotions
  45. 45. events & promotions toy registry program events for seasonal secondary workshops caregivers storytelling new product and expert launches lectures
  46. 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. 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
  48. 48. spotlight: Bethesda, MD
  49. 49. financials SPACE REVENUE GROWTH store: 1,800 SF sales: $600/SF first year: 5% rent: $60/SF markup: 45% after: 2% EXPENSES team: manager + 8 employees marketing & other expenses
  50. 50. operating income FYE1 FYE2 FYE3 FYE4 FYE5
  51. 51. growth landscape Brookline, MA Greenwich, CT White Plains, NY Bethesda, MD Alexandria, VA
  52. 52. growth strategy 10-15 locations seasonal pop-up shops omnichannel expansion private label & exclusive lines
  53. 53. in review inspiring experience meaningful toys targeted market community engagement above all, child development  
  54. 54. future of play
  55. 55. Hunter Thomas  Gabbi Baker  Alex Caffrey

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