Mud Room Backpacks Overview 082515

Mud Room - Backpacks with PurposeMud Room - Backpacks with Purpose
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Mud Room Backpacks – An Overview
August 25, 2015

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For work or on campus
On location at University Circle - Modeled by Jordan Taylor

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Mud Room Overview
Product Value Proposition
Mud Room is a start-up focused specifically on the needs of digital professionals and
academics who commute to work by cycling or walking (computer commuters).
Mud Room backpacks are unique for the product feature set. Mud Room backpacks
have footwear-specific compartments for carrying footwear separately from the main
storage compartment. The footwear specific compartments give computer commuters
the flexibility of wearing to work one pair of shoes while carrying another pair of shoes
separately in compartments in the backpack for changing into at work or afterwards.

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• Commuter-friendly
• Travel-friendly
• Day-hike friendly
Target Markets – Typical Use Cases

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• 25-45 years old
• Commuters
• Cyclists
• Lunch-time work out crowd
• After-work practice people
• Walkers
• Students
• Cold-weather commuters – walking to work in
boots
Target Customers – Typical Use Case

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Target Market by the numbers – US Census Bureau
• Total market size for 25-44 years old – 61.1mm commuters
• Bicycle commuters – 2.0%
• Walking commuters – 7.5%
• Total target market – 5-10 mm consumers

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Largest Cities w Workers Commuting by Bike
Source: Quartz/US Census Bureau- www.census.gov/prod/2014pubs/acs-25.pdf

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Cyclists/Walkers
• Nationwide, the number of people who traveled to work by bike
increased roughly 60 percent over the last decade, from about 488,000
in 2000 to about 786,000 during the 2008-2012 period.
• While bicyclists still account for just 0.6 percent of all commuters, some
of the nation's largest cities have more than doubled their rates since
2000. Portland, Ore., had the highest bicycle-commuting rate at 6.1
percent in 2014, up from 1.8 percent in 2000; a total growth rate of 240
percent.
• The number of walkers in the US is estimated to be 3,759,000 in 2000
and 3,938,000 in 2008–2012.
Market Highlights
Source: US Census Bureau - www.census.gov/prod/2014pubs/acs-25.pdf

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Market Size – Percentage of Commuters
Source: US Census Bureau - www.census.gov/prod/2014pubs/acs-25.pdf

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• Multi-use pack (work and play)
• Cycling/Walking to work – Bike lanes
• Technology trends – Laptops/iPads
• Backpacks
• Compartmentalization
• Working out/Good health and living
• Gas/energy prices – Minimize global footprint
• Live/work trends – cycling to work within 10K is fastest way to
work
• School/University trends – Assignments on iPads
• Saving money for a rainy day/retirement
Converging Trends

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Product Sketches/Concepts

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Product Images

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Mud Room Backpack – Multi-use backpack
• Main storage
• Floating Padded laptop storage with velcro security strap
• Separate tablet/iPad pocket
• Extra space for personal storage
• Side-access zippered pocket
• Footwear-specific compartments
• Easy-access with over-sized side compartments
• Internal footwear-pocket zip allows for internal access to shoe
• Up to sized 14 shoes.
• Extras
• Hydration-ready, side-mesh, internal-mesh pockets
• Pricing – retail between $105-110
Product Overview

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Benefits – Use-cases
• Versatility
• Carry an extra set of set of footwear to work
• Work-out while at work
• Change of wardrobe for after work
• Flexibility
• Work-week commute
• Overnighter
• Day hike
• Practical - Extras
• Airport friendly – side-zippered access
Product Overview

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Product Colorways

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David Deioma –
• Outdoor Industry
• Dakine
• Wrote business plan for ski bag with integrated boot pockets in 1996
• Licensed design to Dakine – 2006-2011
• Camelbak – Key Account Sales
• Lowepro – Lowepro Bagfinder matched customer product needs with
local retailer
• Adventure 16 – Regional retailer in Southern California (mini REI)
• Financial/Accounting
• Corporate Finance – KPMG
• Retail/Consumer goods industries
• Financial contracting/Data Integration – Healthcare, Retail and Technology
Overview – Work experience

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Mud Room Overview
Fit for an active lifestyle
Mud Room is an innovative backpack for the digital professional
1. Healthy living
• By cycling to work, a 200 lb. person can lose over 10 lbs by riding to work 2-3 times per
week for an entire year – (10K/30 min. each way. 3,500 calories = 1lb.)
2. Save Money
• An average household spends around $8,000 each year on transport, of which $2,500 on
average is for fuel ($3,500 pre-tax dollars).
• By cycling to work instead of driving, it is possible to save around $50 a week through a
reduction in parking, fuel and vehicle maintenance costs.
3. Reduce carbon footprint - emissions from cycling (21g/day) are over 10 times lower than those
stemming from the passenger car (230g/day) Source: Bike Portland 2012

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Contact and Follow-up Info:
Mud Room Backpacks–
• David Deioma – ddeioma@gmail.com
7945 Scriver Ct.
Box 808
Cotati, CA 94931
707.665.0768 (office)
760.212.7616 (mobile)

Mud Room Backpacks Overview 082515

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