2. The ‘Mum’s T’ team
• Ciara Hall
• Sue Hagues
• Jude Harrison
• Shelley Hill
3. Introduction
• Overview of business idea:
• Development of an e-commerce website
which enables consumers to make their own
“funny” maternity T-shirt.
4. Our company
• Company name – Mums T
• Logo
• Tagline – Bespoke Ts for mums to be
• Website
• Community – forum and social
5. The challenge
• Our typical customer is a first
time Irish mum-to-be in her late
20s
• She wants T-shirts she can brand
with a simple fun message, from
a sustainable ethical source,
made of a robust good quality
material and not too expensive
(around £19.99)
Picture: Getty Images
6. The solution
• Provide an online service offering prompt
delivery of a bespoke good quality T-shirt
based on the customer’s message and needs
• Build an online community based on the
customer feedback which will allow the
business to grow and be trusted through
positive recommendations, competitions,
blogs and endorsements
7. The opportunity
• The most recent figures from the ESRI show that Ireland has the highest birth rate of any of
the 27 European Union countries.
• Of the European countries reviewed by the ESRI, Ireland has consistently had the highest
birth rate over the period from 15.5 per 1000 population in 2002 to 16.2 per 1000 population
in 2011.
• After Ireland, for the year of 2011, the countries with the highest birth rates are the UK
(12.9) and France (12.7) followed by Belgium and Sweden (11.9 ad 11.8 respectively). The UK
is currently experiencing a baby boom with 800,000 births last year.
• More than 74,000 babies were born Ireland last year, representing a slight fall at 16 births per
1,000 of population.
• About 33% of 2010’s Irish newborns were to single mothers, while 40% were to first-time
mothers with an average age of 29.
10. Competitive landscape
Our company Café Press Crave Maternity Beautiful bumps
Location HQ Ireland Kentucky USA Leicestershire Cork Ireland
Operating in Ireland only International: UK, Australia, Canada,
Germany, Spain, France and USA
UK and Germany
London store
Distributed in the UK in John Lewis stores
Cork Ireland
Ireland
UK
Overview Online only store
providing luxury T-
shirts for mums to be
in Ireland
Gift website offering large variety of
gift ideas. Can add your own design
to their products. Can also sell your
designs through them.
Maternity boutique originally designed for
‘business bumps’ have now expanded to
include all maternity wear.
Range of maternity wear and
accessories from a variety of
European suppliers
Vision: Create your own
maternity wear
‘We create unique custom products
that speak to customers on an
emotional level. To us that means
shipping delight in every box’ Bob
Marino CEO
Boutique maternity clothes with exclusive
designs for style and comfort.
One stop shop for sophisticated
yet practical mums-to-be in
search of expert advice and
personal service.
Product
offering
Range of maternity T-
shirts
Large range of goods that can be
personalised
Full range of maternity clothes for all
occasions
Maternity clothes and
accessories
Average
costs
19.99 – 29.99 euros
Free delivery
Short sleeve T-shirt: £26.50
Delivery: £5.00
Express delivery: £17.50
Long sleeve T-shirt: £28.00 T-shirt: 59 euros
Online
presence
Online social
community
Sign up to special offers by email
849 followers on Google +
Blog, Online brochure, Facebook, Pinterest
Twitter, Google +, Competitions,
Newsletter
Facebook
Added value Tracking 30 day money back guarantee
Printed within 24 hours
Size guides Delivery within 1-3 working
days
Ethics Ethical
Sustainable source
No ethical statements on site No ethical statements on site No ethical statements on site
11. Unique competitive advantage
• USP: Ireland’s only ‘create your own maternity T-shirt’ online service
• Luxury comfortable material
• Online community of customers
• No store overheads
• Good quality value for money
• Not your average maternity shop – design your own
• Full tracking and order updates
• Short delivery time (you’re only pregnant 9 months, can’t wait too long)
• Ethical - sustainable
12. Go to market strategy
• Provide a touchpoint at various stages of the
consumer journey
• Build a community around maternity, to grow the
market for bespoke clothes
• “Always on” lead through search acquisition channels
• Target gifts market through DR channels
13. 1. Google search
Generic search terms used
– “maternity clothes”
75% of users utilise search
Average of 6 searches per
purchase
Articles and advice
– generic search
terms
2. Blogs and
Forums
Avg. 3 different sites
visited, around 4 visits to
each site
3. Return
via brand
search
Brand searches or highly
specific long-tail generic
4. Return and purchase
Average 27 day user
journey
Or return via a display
banner, GDN or social
Over 3 hours avg. research
time
15. Recommendations Strategy
Social recommendations are a key part of the
strategy.
Although we have not factored in the sales
impact of these recommendations within the
first 12 months, we expect to see the branding
impact take effect after three to six months,
and begin to influence sales after 12
Providing free samples to key influencers will
be a regular function of our strategy
Already identified are:
Rosie Scribble
Frugal Family
A Mother's Ramblings
Being a Mummy
Patch of Puddles
Tinned Tomatoes
Sunny Day Today Mama
16. Financial road map
Number of units Total fixed costs Total variable costs Total sales revenue
Materials, shipping,
partner percentages
17. Summary
• We are Ireland’s first supplier of unique, good quality T-
shirts for mums-to-be
• Our research shows there is a gap in the market for this
product and, from talking to mums-to-be, we know there
is a need and a ready and growing market
• Our business will grow through recommendations made
through social media, and our website will make it easy
to order and receive goods in a timely way
• So remember our name, Mums T, and contact the team
for any queries at
http://vlc.homelearningcollege.com/mod/forum
18. Traffic and Sales
0
1000
2000
3000
4000
5000
6000
7000
Organic Search Traffic Paid Search Traffic
0
50
100
150
200
250
300
Paid Search Sales Organic Search Sales
Assumptions:
Paid Search: 10% CTR at max CPC*
*Higher than average, but niche market
Organic Search: CTR changes according to
position
449 key search terms used as basis x 2.5 to
factor in long-tail
Peaks at 6k
Assumptions:
Paid Search: 10% CR
Organic Search: 4.5% CR
19. DR Revenue
0
500
1000
1500
2000
2500
3000
3500
4000
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Paid Search Revenue Organic Search Revenue Social Referal Revenue Total
Assumptions:
£10 profit on every unit sale
Paid Search costs decline by 10% over 12 months due to bid optimisations and increased QS
Editor's Notes
We know this information because of our PEST analysis and researching chat rooms and forums on the biggest websites for mums-to-be such as Mumsnet, Boardies iVillage and Rollercoaster.ie which also highlighted the difficulty mums in rural Ireland had in getting to stores and how reliant they were on recommendations from other mums for online goods. All of our products would conform to the mums’ views that they should be ethically sourced as in complying with The Global Organic Textile Standard (GOTS), The Fair Wear Foundation (FWF), the Oeko-Tex Standard 100 and The Soil Associations high standards; printed with non-toxic print that uses no chemicals and does not damage the cotton fibres to ensure a soft feel with a funky design.
