This project was a term-long group assignment for my Introduction to Entrepreneurship course (MGMT 225) at the University of Oregon. As a partnership with the Duck Store Oregon Incubator Program, we were tasked with researching, producing, and pitching a new product for the Duck store.

1. Confidential & Proprietary; Copyright © 2011, Shwallet
For when you don’t have a shpocket

2. Current
Problem
• “Can you carry my keys and ID card? I
don’t have any pockets to put my stuff
in...”
• “I usually just tuck my keys and cash in
my sock so I don’t have to keep a bulky
wallet on me”
– These are some of the common sayings
heard from teenagers in this day in
age
– With tight pants and even no
pockets, it’s inconvenient to keep a
wallet and purse on you at all times
– What can be done about this?
– Well we have a solution…

3. Confidential & Proprietary; Copyright © 2011, Shwallet
Introducing… The Shwallet!
A unique storage solution for the modern
day student on the go. You no longer have
to worry about where to stash your keys
and cards on a night out because the
Shwallet is compact and secure.

4. market size
14.56 Million
College students
in the US
22,760
Students at the
University of
Oregon
19,122
Undergraduates at
the University of
Oregon
Customer Segment: College students
Enrollment in Colleges and Universities
expected to increase 2% by 2028

5. Business model
Revenue stream(s)
● Retail via 3rd party retailers (Duck Store)
● potential to expand to ecommerce
Cost $0.70 - $1
to manufacture
(alibaba.com)
Similar products
priced at $15-
$20 (amazon.com)
The Shwallet
$15
Pricing

6. Business model
Go-To-Market Strategy
● Brand ambassadors at parties and social functions to
promote the usefulness of the Shwallet
● Social media advertising
○ Facebook and Instagram ads
○ Instagram retail account
● Tabling at social events to raise awareness of the
Shwallet
○ Marketed as a “must-have” not just a “nice-to-have” product

7. Competition
ConcealableVisible
SecureNot Secure
“Why can’t I just
put my cards in
my shoe?”
Similar products
sit on top of the
shoe using velcro
to connect to the
shoe
(Chums shoe pocket,
ZipPod Stretch Shoe
Wallet)
Similar products lace
into the top of the
shoe, but visibility
was a big concern from
customer feedback
(Precision Training Lace-In
Shoe Wallet)

8. Financials
Expected Profits
● Bulk ordering of 3,000 units at a time
○ $1 per unit = $3,000
○ Retail price = $15
● 200 unit sales to breakeven
● Assuming we sell all 3,000 units, there is an expected
$42,000 profit (Per bulk order and after breakeven)
Capital Needs
● Initial costs of $3,000 for first bulk order
○ With such a high expected profit, we can be self-sufficient
after the first bulk order in terms of reordering units
● Storage space
● Product development (waterproof material, etc.)

9. Don’t have a pocket or purse
to put cards and keys on
your night out?
For when you don’t have a shpocket

10. Appendix

12. Do stress about losing keys, ID, or cash when you go out? Do you usually carry a backpack or purse?
(Graphs based on 30 customer interviews)

13. Market
Research
Confidential & Proprietary; Copyright © 2011, Shwallet
• Would you mind having something attached to shoe? If so,
how would you want it to look on your shoe?
– “I think that having your valuables attached to your shoe
would be a good idea. I would want the attachment for my
keys and cards to be kind of tucked into the shoe so it’s
less noticeable.” -Girl, Sophomore
• How important would the placement of this product be?
Where would you envision it being place on your shoe?
– “Ideally, I would want to keep my belongings on the inside
of my shoe rather than the outside. This way it will be less
noticable and forces the product to be subtle” -Girl,
Freshman
• Who do you believe our target market should be?
– “I would imagine your product would be appealing to girls.
They typically have tight pants or pants with no pockets at
all...This product will appeal more to them rather than a guy
like me who keeps a wallet on me at all times.” -Boy,
Sophomore
• If you were to use our product, at which moments would you
think it would prove to be most useful? Would you use it on
a daily basis? Would you even use it at all?
– “This product is appealing to me, but I don’t think I would
use it everyday in all honesty...I think that it would be useful
when going to parties or when going to the gym. I believe it
solves situational problems, not your everyday problem” -
Girl, Freshman

14. Market
Research
Confidential & Proprietary; Copyright © 2011, Shwallet
Do stress about losing keys, ID, or cash
when you go out?
Do you usually carry a backpack or
purse?
● Majority of our interviewees have looked for alternatives for
placement of their valuables
● Means of carrying their valuables
○ Backpack
○ Purse
○ Wallet
○ Sock/Waistband
● Overall, we feel as though our product can be useful…
○ so we went around asking how we can maximise the
efficiency of our product.