1. CALKINS, DARNELL, DOOLEY, FOY, FU, WITCHER

2. TRUE LIFE: I’M A SNEAKER HEAD

3. ✦ Represent 5% of retail sneaker market- $1.1 Billion
✦ Secondhand sneaker market predicted to increase 50%
($465 million) by May 2015
✦ 11 million sneaker auctions on Ebay EVERY DAY
Sneaker Culture in 2014

4. Kids as young as 13
buying/selling online, camping
out in front of stores, scouring the
internet for latest kicks

5. Generate template for
success, regardless of
location
Business Objective

6. ✦KEEP IT LOCALLY OWNED
✦STAY TRUE TO THE FOUNDATION
✦EXPERTS WITH A PASSION
✦COMMUNITY-CENTRIC
Pillars of Wavy kicks

7. COMPETITIVE OVERVIEW

8. What they do better
ROUND 2
FOOT LOCKER
EBAY
✦Approachable, “at home” feel
✦Active on Twitter/Instagram
✦Carries wide range of clothing products
✦Carries the latest shoes/wider new-shoes selection
✦Shoes never worn
✦Consistent service
✦24/7/365 access
✦Largest variety of rare/unique shoes
✦Variety of price ranges

9. 18-34 years old
Majority male
Interest in sneakers started
around age 13
Household Income:$22,000-
45,000
Majority live in the
RVA community
Target 3,000

10. Research Video

11. Positioning: Experts of Expression

12. Marketing Plan
PHASE 1
PHASE 2
PHASE 3
REBRAND
CONSUMER
ENGAGEMENT
COMMUNITY
INTEGRATION

13. PHASE 1: REBRAND
Store Layout
Employees
Grand Opening Party
Website
2-MONTH GOAL

16. BRAnD personality- Fresh, authentic, passionate

17. Rearrange Store layout

18. New Store Front Layout

19. New Bag Design

20. Employee Handbook
✦Greet all customers like they’re family
”Hey, what can we do for you?"
✦Keep personal items behind the counter
✦Always ask about their shoe interests
✦End all interactions with "Thanks for
coming out."
✦Dress code: ALWAYS wear nice kicks and
wear clothes that follow the style guide.
(Maroon, Black, Red, Grey)

21. Grand opening &
First Friday events

22. WEBSITE VIDEO

23. PHASE 2: COMMUNITY
ENGAGEMENT
Handouts
Instagram Contest
Loyalty Program
First Friday Events
5-MONTH GOAL

24. Handouts and Bumper stickers

25. INstagram Contest

26. Loyalty Program
GOLD
SILVER
PLATINUM
+ 1000
+ 500
+ 300
Pick between a Wavy Kicks shirt or hat.
Pick between a Wavy Kicks hoodie/duffle OR
15% off.
30% off your entire purchase

27. PHASE 2: COMMUNITY INTEGRATION
Branded Material (SWAG)
Sponsored Shoe Mural
Shoe Drive
ONE-YEAR GOAL

28. Branded Material

29. Branded Material

30. Branded Material

31. WAVY KICKS MURAL
COMMISSION POPULAR ARTIST TO PAINT A MURAL ON
THE SIDE OF A BUILDING IN RVA

32. Charity Shoe Drive

33. Cost Breakdown
Store Redesign $5,000
Employee trainining $1,000
Grand Opening Party $4,000
Website redesign $25,000
Stickers/Handouts $2,000
Instagram contest $100
First Friday Events $960
Branded Material $10,000
Shoe Mural $1,000
Shoe Drive $30
TOTAL: $49,090

34. Measures of Success- 1 year
Monthly Revenue-
Current: $80,000
Goal: $100,000
Weekend Foot Traffic-
Current: 80
Goal: 100
Weekday Foot Traffic-
Current: 40 people
Goal: 80 people
Daily Website Views-
Current: 3,000 views
Goal: 8,000 views
VIP Memberships-
Current: 0
Goal: 500

35. THANK YOU
QUESTIONS?