The document is a guide to learning the alphabet that provides information about the IDEA ski boot by Roces. It summarizes each letter of the alphabet with a word beginning with that letter related to the ski boot. Some of the letters summarized include: A for adjustability and how the boot can be adjusted to the child's size, B for benefits about how the boot grows with the child, C for competitors which discusses how IDEA is unique, and M for marketing support which lists ways the boot is promoted.

1. Learning its alphabet
2014– Roces S.r.l.
Sales and marketing Dept.
www.roces-snow.com

2. ---Updated:
Feb. 2014
----
IDEA SKI BOOT. Match your size.
The cutting-edge innovation leading to the recreational
ski boot standard worldwide.
2014– Roces S.r.l.
Sales and marketing Dept.
www.roces-snow.com
A
B
C
D
E
F
G
H
I
J
K
L
M
N
O
P
Q
R
S
T
U
V
W
X
Y
Z

3. ---Updated:
Feb. 2014
----
A like adjustability
The quality of being adjustable!
IDEA is the first ski boot able to grow along with your child.
Through the patented “6 in 1” device the size of the boot can
be easily adjusted. IDEA not only grows longer, it actually
allows for adjustment in cuff height (Height G.C.) and width
(Width G.C.) utilizing micro-adjustable buckles.
This allows the boot to actually grow along with your child.
Roces is innovating the ski world through the technical
knowledge acquired in the skating industry. The outcome is
IDEA a true revolution in kids skiing.
2014– Roces S.r.l.
Sales and marketing Dept.
www.roces-snow.com
A
B
C
D
E
F
G
H
I
J
K
L
M
N
O
P
Q
R
S
T
U
V
W
X
Y
Z

4. ---Updated:
Feb. 2014
----
A
B
C
D
E
F
G
H
I
J
K
L
M
N
O
P
Q
R
S
T
U
V
W
X
Y
Z
B like benefit
Blatant benefits!
IDEA follows the steps of our children. Unlike
traditional single sized ski boots it will grow
with the child for several years covering 6 MP sizes,
avoiding the purchase of new boots every year!
2014– Roces S.r.l.
Sales and marketing Dept.
www.roces-snow.com

5. ---Updated:
Feb. 2014
----
C like competitors (who saw them?)
Competitors?
IDEA is a unique product. That’s why you cannot
compare it with a single size kids’ ski boot.
Among other companies, only Roxa tried to design
a size adjustable ski boot for kids.
Their “Chameleon”, a part from being EVERYTHING
BUT ADJUSTABLE in the liner, is not easily adjustable
in the shell part (you need too much time, a special tool, the process
Is not user friendly). Anyway, the biggest limit
they have is in the liner (and Roces IDEA two patents
defending our innovation, one patent for the shell
And one for the LBS liner).
2014– Roces S.r.l.
Sales and marketing Dept.
www.roces-snow.com
A
B
C
D
E
F
G
H
I
J
K
L
M
N
O
P
Q
R
S
T
U
V
W
X
Y
Z

6. ---Updated:
Feb. 2014
----
D like design
Design is this!
Design is about life
Design is about use
Design is about care
Design is about people
Design is about ergonomics
Design is about environment
Design is about function and funcionality
…Design is about you!
(We strongly believe that the IDEA ski boot story is a nice
Story of authentic Italian Design.
2014– Roces S.r.l.
Sales and marketing Dept.
www.roces-snow.com
A
B
C
D
E
F
G
H
I
J
K
L
M
N
O
P
Q
R
S
T
U
V
W
X
Y
Z

7. ---Updated:
Feb. 2014
----
E like environment
Careful!
IDEA is introducing - for the very first time - a
GREEN concept. Because IDEA is naturally
recycled (from child to child) imagine how few
boots will end up in landfills.
2014– Roces S.r.l.
Sales and marketing Dept.
www.roces-snow.com
A
B
C
D
E
F
G
H
I
J
K
L
M
N
O
P
Q
R
S
T
U
V
W
X
Y
Z

8. ---Updated:
Feb. 2014
----
A
B
C
D
E
F
G
H
I
J
K
L
M
N
O
P
Q
R
S
T
U
V
W
X
Y
Z
F like family friendly
Family friendly!
IDEA follows the steps of our children. Unlike
traditional single sized ski boots it will grow
with the child for several years covering 6 sizes,
avoiding the purchase of new boots every year!
2014– Roces S.r.l.
Sales and marketing Dept.
www.roces-snow.com

9. ---Updated:
Feb. 2014
----
G like good
Good!
0,01%
2014– Roces S.r.l.
Sales and marketing Dept.
0,01% is the percentage
of claims we have collected
in 7 sale seasons (and not all the claims could be
ascribable to quality reasons).
This outstanding figure is far below
the percentage of a “good” production
(according to Quality Assurance Standards
a production is rated as “sastisfying” with
a percentage of claims up to 0,1%).
That’s why we simply say GOOD!
www.roces-snow.com
A
B
C
D
E
F
G
H
I
J
K
L
M
N
O
P
Q
R
S
T
U
V
W
X
Y
Z

10. ---Updated:
Feb. 2014
----
H like how (it works)
How?
1. Open buckle
2. Rotate the lever up to the desired size
3. Close the lever
2014– Roces S.r.l.
Sales and marketing Dept.
www.roces-snow.com
A
B
C
D
E
F
G
H
I
J
K
L
M
N
O
P
Q
R
S
T
U
V
W
X
Y
Z

11. ---Updated:
Feb. 2014
----
I like Italian intuition
Intuitive!
IDEA is intuition of a company
with a strong know how on adjustament systems
for sporting goods.
Beside of that, IDEA is an intuitive
product: you look at it
and you understand immediately how it works
and its benefit.
Usually it’s love at first sight!
2014– Roces S.r.l.
Sales and marketing Dept.
www.roces-snow.com
A
B
C
D
E
F
G
H
I
J
K
L
M
N
O
P
Q
R
S
T
U
V
W
X
Y
Z

12. ---Updated:
Feb. 2014
----
J like joy
Shiny happy people!
After some years we wanted to understand
what is the most recurring feeling in people
who fell in love with the IDEA ski boot.
Of course we studied also its detractors
and “enemies” but it was also helpful
to understand “the spark” between the products
and its early adopters.
The result was quite surprising.
They call the GENIOUS or the MIRACLE
PRODUCT. These customers are
simply HAPPY, JOYFUL, SATISFIED
with it.
2014– Roces S.r.l.
Sales and marketing Dept.
www.roces-snow.com
A
B
C
D
E
F
G
H
I
J
K
L
M
N
O
P
Q
R
S
T
U
V
W
X
Y
Z

13. ---Updated:
Feb. 2014
----
K like key questions (FAQ)
Frequently Asked Questions!
(Frequently Given Answers!)
We know it may be helpful to reply to some
Frequently Asked Questions that may arise,
even the more if you’re new to the IDEA ski boot concept.
The next two slides are fully dedicated to this
(today we smile when answering this kind of questions,
but at the beginning, 8 years ago, it was necessary, normal
but eventually helpful to do this job!)
2014– Roces S.r.l.
Sales and marketing Dept.
www.roces-snow.com
A
B
C
D
E
F
G
H
I
J
K
L
M
N
O
P
Q
R
S
T
U
V
W
X
Y
Z

14. ---Updated:
Feb. 2014
----
K like key questions (FAQ)
1. May the water get into the ski boots?
The heet can seem the critical point. All the same, this part has special bendings inside that avoid the snow getting in. For the rest, as far as the water is
concerned, IDEA is like a normal ski boot. Even better, during tests carried out in Austria, the special snow stopper has showed a watertightness above average.
2. Has been IDEA tested?
At the beginning, before the product launch, IDEA has been subjected to many strict tests for 3 months in Austria and 2 more months in Italy. As far as the water
getting in is concerned, some foreign customers has carried out tests in extreme condition: the ski boot has been plunged into a water bucket. IDEA has showed
the same performance than the other top brand kids’ ski boots.
3. Does IDEA cost more than a ski boot in a single size?
Sure, IDEA costs more than ski boots in a single size but our product is at least much worth than 3 ski boots in a single size: tha saving is really clear. Families
can buy one pair of ski boots instead of 3/4 pair of ski boots in a single size, after all tha saving is from 40% to 50%!
4. Can IDEA be a choice more profitable than rental?
Yes, sure! Buying IDEA is more profitable than renting a pair of ski boots for the whole season. Last but not least, IDEA offers a more healthy solution than rental
because our kids put always on their own ski boots.
5. Is IDEA as comfortable as a ski boot in a single size?
IDEA is more comfortable than a ski boot in a single size for 3 reason:
-The Liner Bellows System,
-Usually parents buy ski boots in a bigger size than the children’s feet in order to solve the problem of the future
every child can put on a ski boot that suit his feet perfectly.
-IDEA has a very wide range of adjustments that make the ski boots more comfortable.
2014– Roces S.r.l.
Sales and marketing Dept.
www.roces-snow.com
and rapid growth of their feet. Thanks to IDEA
A
B
C
D
E
F
G
H
I
J
K
L
M
N
O
P
Q
R
S
T
U
V
W
X
Y
Z

15. ---Updated:
Feb. 2014
----
K like key questions (FAQ)
6. Why do we talk about 6 sizes in one while the adjustment lever has only 4 positions?
Because we are talking about mondopoint sizes. From the maximum extention of the shell to the minimum, IDEA includes 6 m.p. size (good 7 in the 19.0:20.0
model). We could say 7 sizes in one …but we have preferred not overemphasize!
7. Could feet get cold?
The velvet of the liner keeps feet warm successfully. At the same time the Liner Bellows system avoids any pressure n feet. It doesn’t compromise blood
circulation and let it carries out its thermoregulatory role.
8. What is Roces’ experience in the ski world?
30 years in skiboots’ world! Roces lived the crossing period from leather skiboots to the use of plastic materials. After that, Roces has focused his production on
inline skating. Our quality and quantity of patents on adjustament systems has not competitors in the whole world. Roces is a company located in the sport system
area of Montebelluna, where the best skiboots of the world have been developed. The whole IDEA project has been lead under the supervision of Gino Conte, one
of the historical ski boots designer of the sport footwear world district. (the injection inner and the developement of the best adjustment systems are two exemples
of his innovations).
9. Do skiboots’ adjustable systems be limited to the length?
No, not at all! IDEA grows with kids’ feet. Thanks to the Height Adjustable Cuff, the LBS liner, the micrometic buckles’ rack that can be fixed in two different
positions, IDEA is a champion of comfort and performance!
10. Is IDEA safe?
Yes, of course! IDEA observes all the regulation in force. IDEA has passed both tests in field and in laboratory (frontal and lateral impact, after freezing impact, …,
thermic shock resistance). The opportunity to put on a “right size” ski boot, the materials’ quality and the very special technical solution adopted in the costruction
make IDEA a boot technically efficient and absolutely safe way.
2014– Roces S.r.l.
Sales and marketing Dept.
www.roces-snow.com
A
B
C
D
E
F
G
H
I
J
K
L
M
N
O
P
Q
R
S
T
U
V
W
X
Y
Z

16. ---Updated:
Feb. 2014
----
L like LBS liner
The LBS is a second patent
inside the patented ski boot!
The staple feature of IDEA’s liner is a unique adjusting system.
Unlike any other system today the bellows allow real growth of the liner
allowing for the natural development of the foot. The Liner Bellows System
(LBS) has been devised to avoid any uncomfortable pressure through all
parts of the foot. The bellows (LBS) system allows the liner and shell to work
in tandem to produce a fit that is accurate, comfortable and warm.
In fact the natural/resting position of the liner is with the bellows extended
to the largest size (PIC. A), while shortening the shell makes the bellows
compress (PIC. B) into smaller sizes. It is easy to see that it is not the foot
that makes the liner grow, but the shell itself.
2014– Roces S.r.l.
Sales and marketing Dept.
www.roces-snow.com
A
B
C
D
E
F
G
H
I
J
K
L
M
N
O
P
Q
R
S
T
U
V
W
X
Y
Z

17. ---Updated:
Feb. 2014
----
M like marketing support
We support!
Advertising
Web tools
SEO/SEM consultancy
POP
In-store promotion
Billboards
Social Media Strategy
2014– Roces S.r.l.
Sales and marketing Dept.
www.roces-snow.com
A
B
C
D
E
F
G
H
I
J
K
L
M
N
O
P
Q
R
S
T
U
V
W
X
Y
Z

18. ---Updated:
Feb. 2014
----
A
B
C
D
E
F
G
H
I
J
K
L
M
N
O
P
Q
R
S
T
U
V
W
X
Y
Z
N like nuances
Nuances!
Which color are you?
Colors matter (and innovative
colorways are one of the reasons
of IDEA’s success).
Beside 14/15 colorways.
2014– Roces S.r.l.
Sales and marketing Dept.
www.roces-snow.com

19. ---Updated:
Feb. 2014
----
O like optimization of stock
Optimum!
Only 3 boots for 18 MP sizes.
IDEA is able to optimize the stock.
2014– Roces S.r.l.
Sales and marketing Dept.
www.roces-snow.com
A
B
C
D
E
F
G
H
I
J
K
L
M
N
O
P
Q
R
S
T
U
V
W
X
Y
Z

20. ---Updated:
Feb. 2014
----
A
B
C
D
E
F
G
H
I
J
K
L
M
N
O
P
Q
R
S
T
U
V
W
X
Y
Z
P like pop
POP to… pop-up!
A part from the regular POP
(adv material, crowner, shop tags)
Roces is devoted to define
and develop special POP
according to particular
and specific needs.
.
2014– Roces S.r.l.
Sales and marketing Dept.
www.roces-snow.com

21. ---Updated:
Feb. 2014
----
Q like quality
Quality
The variety of materials and technology used
in manufacturing have made
IDEA a high quality boot perfectly suited
to introducing children to the sport
of skiing in an easy, technically efficient and absolutely safe manner.
Shell: Polypropylene (PP)
Buckles: Aluminum (ALU) and Polycarbonate (PC)
Pad: Slow memory foam
Lining: Easy Entry System Lycra and velvet
2014– Roces S.r.l.
Sales and marketing Dept.
www.roces-snow.com
A
B
C
D
E
F
G
H
I
J
K
L
M
N
O
P
Q
R
S
T
U
V
W
X
Y
Z

22. ---Updated:
Feb. 2014
----
R like right size
Always match your size!
IDEA means not only an revolutionary
Kid’s size adjustable ski boot but
Also the possibility of giving to your
Customers always the right size.
Forget about too narrow boots.
Forget about skiing with larger boots
Because people are worried of kids’ feet
Growing too fast.
IDEA means matching your size.
2014– Roces S.r.l.
Sales and marketing Dept.
www.roces-snow.com
A
B
C
D
E
F
G
H
I
J
K
L
M
N
O
P
Q
R
S
T
U
V
W
X
Y
Z

23. ---Updated:
Feb. 2014
----
S like strategy
KEYPOINTS AT A GLANCE!
1. self-explanatory sales points
2. stock optimization
3.easy, quick, intuitive, two fingered adjustability
4. no kids’ fitting in store nuisance (fast moving good)
5. lower impact on environment
6. no binding regulation needed
7. family friendly
8. (no need to cut your kids’ nails to ski one season
more with the same boots )
2014– Roces S.r.l.
Sales and marketing Dept.
www.roces-snow.com
A
B
C
D
E
F
G
H
I
J
K
L
M
N
O
P
Q
R
S
T
U
V
W
X
Y
Z

24. ---Updated:
Feb. 2014
----
T like tested
Severe and continue testing!
Before product launch, 8 years ago, IDEA ski boot
underwent severe tests. Roces knew that such
huge innovation had to be perfect under all
points of view. After that severe testing, IDEA
underwent a harder test, the one of the market.
Under letter “G” you’ve already learned the results!
2014– Roces S.r.l.
Sales and marketing Dept.
www.roces-snow.com
A
B
C
D
E
F
G
H
I
J
K
L
M
N
O
P
Q
R
S
T
U
V
W
X
Y
Z

25. ---Updated:
Feb. 2014
----
U like unique
Unique… like the “purple cow”
Since IDEA is a unique patented product,
getting better sales performance year after year,
we can simply say that we offer a unique product.
In the marketing bla bla bla every brand pretends
to be unique. This time we’re not pretending
to be. We are. It’s a true and unique story and that’s
why we like it!
IDEA is the kind of product that the marketing guru
Seth Goding calls “the purple cow”.
2014– Roces S.r.l.
Sales and marketing Dept.
www.roces-snow.com
A
B
C
D
E
F
G
H
I
J
K
L
M
N
O
P
Q
R
S
T
U
V
W
X
Y
Z

26. ---Updated:
Feb. 2014
----
V like viral potential: unleashing the IDEA virus!
Great buzz!
“A happy customer is your best
advertising”. There’s nothing
new and we are simply
taking advantage of this simple
law of marketing.
Today they call it “viral potential”.
2014– Roces S.r.l.
Sales and marketing Dept.
www.roces-snow.com
A
B
C
D
E
F
G
H
I
J
K
L
M
N
O
P
Q
R
S
T
U
V
W
X
Y
Z

27. ---Updated:
Feb. 2014
----
W like wonder
Wonder, what comes out
from comments!
Just three examples, anyway the web is full… just check the buzz!
1.
Not like those sad adjustable skates, these boots are
very well built. Completely impressed with my entire order…
2. These boots are the 3rd pair of boots
we have bought for our 4 year old daughter.
3. great boot, so far the best child's boot I have seen (I am a ski instructor).
Without any directions my son (3) has completely natural stance in them since
the day one. Shell is soft enough for him to bend his ankles.
The way to go with the children's boots.
2014– Roces S.r.l.
Sales and marketing Dept.
www.roces-snow.com
A
B
C
D
E
F
G
H
I
J
K
L
M
N
O
P
Q
R
S
T
U
V
W
X
Y
Z

28. ---Updated:
Feb. 2014
----
A
B
C
D
E
F
G
H
I
J
K
L
M
N
O
P
Q
R
S
T
U
V
W
X
Y
Z
X like x-ray on product
Ops…
Some details that we do not
have to forget:
nothing left to chance!
2014– Roces S.r.l.
Sales and marketing Dept.
www.roces-snow.com

29. ---Updated:
Feb. 2014
----
Y like you
(This circle was supposed to be a mirror,
but they haven’t invented
a mirroring surface for computer yet…)
You are the success!
Whoever and wherever you are
in the value chain,
YOU are the reason
of the success for this product,
you’re the virus carrier!
2014– Roces S.r.l.
Sales and marketing Dept.
www.roces-snow.com
A
B
C
D
E
F
G
H
I
J
K
L
M
N
O
P
Q
R
S
T
U
V
W
X
Y
Z

30. ---Updated:
Feb. 2014
----
Z like zzzzz
Better to take advantage
of people sleeping!
Right away.
Without hesitation.
Better not to sleep!

2014– Roces S.r.l.
Sales and marketing Dept.
5
www.roces-snow.com

A
B
C
D
E
F
G
H
I
J
K
L
M
N
O
P
Q
R
S
T
U
V
W
X
Y
Z

31. Match your size.
www.roces-snow.com

32. With many thanks from the purple cow.