2. The ‘Mums T’ team
• Ciara Hall
• Sue Hagues
• Jude Harrison
• Shelley Hill
3. Introduction
• Overview of business idea:
• Development of an e-commerce website
and app 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
• App
• 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 Mums T 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: Irelands 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)
13. Financial road map
Number of units Total fixed costs Total variable costs Total sales revenue
Materials, shipping,
partner percentages
14. 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 and app
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
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.
