Spirit Doors Final Presentation


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Entrepreneurship classmates and I developed college-themed storm doors to be marketed and sold to general public. The presentation includes marketing and business plans along with product photos

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Spirit Doors Final Presentation

  1. 1. Spirit DoorsBusiness Plan Proposal | Summer 2010<br />Texas<br />Ryan Casey, Kevin Chen, Brian Dorne, <br />Doug Effler, Mike Ghezavati , Margie Mazurek <br />
  2. 2. 2<br />The Problem<br />Identified Need<br />Rising energy costs are pushing storm door sales<br />The desire for a stylish and sophisticated form of collegiate expression exists<br />Consumers lack elegant collegiate merchandise to express their loyalty to their team<br />Sophisticated fans need products other than bumper stickers, plastic toys, and foam fingers to express their fanaticism<br />
  3. 3. 3<br />Solution: Company Mission & Vision<br />Mission<br />“Spirit Doors are a new generation of high-performance storm doors featuring highest quality materials and unique colored-glass sports designs to allow loyal sports fans to showcase their team spirit to friends and neighbors.”<br />Vision<br />“Within the next five years, Spirit Doors will capture 5% of the storm door market and will become a reputable brand among avid sports fans, known for high quality and innovative products.”<br />
  4. 4. 4<br />Door Sample<br />
  5. 5. 5<br />Texas<br />Door Sample<br />
  6. 6. 6<br />UT<br />Dallas<br />UTD<br />2009<br />National<br />Chess Champs<br />Door Sample<br />
  7. 7. 7<br />Industry Analysis<br />Window and Door Industry<br />Window and door market slowly declining since 2006<br />But, new residential construction and home remodeling is expected to increase in 2010<br />The US window and door industry remains fragmented and is dominated by small to mid-sized companies<br />Few accounting for more than 1% to 2% of overall sales<br />Sports Fan Market<br />Sport fans represent a strong market potential<br />The retail market for collegiate licensed products was  $4.3 billion in 2009<br />In 2009, over 48.3 million fans attended NCAA games<br />Southeastern Conference had an average home attendance of 76,288 fans<br />
  8. 8. 8<br />Sales Projections & Market Share<br />Estimations<br />5.2 million doors sold in 2011<br />$700 million in revenue in 2011<br />Our Share is 3,200 to 5,800 <br />$1.04 million to $1.9 million Gross Revenue<br />
  9. 9. 9<br />Market Segmentation<br />Potential market<br />Homeowners with college degrees who have an affinity with college sports<br />Live around major universities<br />Have a need to show off their team spirit<br />As Flashy as You Want It<br />As Personalized as You Want It <br />Alumni associations and booster clubs <br />Season ticket holders<br />
  10. 10. 10<br />Target Market<br />Primary Customer Segment<br />25-54 year old male homeowner<br />Annual income $50,000+<br />Strong passion for sports<br />Customer Needs<br />Strong need to express their passion for sports<br />Need to belong to a group of like-minded sport fans<br />Want to balance family obligations with their enjoyment of sports<br />Secondary Customer Segment<br />Alumni centers and booster clubs looking to show off their team spirit to the public<br />
  11. 11. 11<br />Customer Response<br />Survey <br />Conducted a survey to determine product need and interest<br />Received 21 responses from target customers<br />Key Findings<br />63% of those surveyed found product attractive<br />54% indicated would purchase product if within price range<br />Several expressed interest in product line extensions to NBA and NFL teams<br />
  12. 12. Competitors<br />Pella<br />Been around for 90 years and have annual sales of >$1 billion<br />Won J.D. Power Associates award three years in a row for “Highest in Customer Satisfaction Among Window and Door Manufacturers”<br />Partnered with Lowe’s<br />Emco<br />Been around for 80 years with annual sales $50-$100 million<br />Partnered with Home Depot<br />Larson<br />Established in 1952 with annual sales of $20-$50 million<br />Partnered with Lowe’s<br />
  13. 13. Competitor Analysis<br />Strengths<br />All three have been well established for decades and know the industry very well<br />Have all partnered up with the two biggest distributors in the home improvement market: Home Depot and Lowe’s Home Improvement Warehouses<br />Well established distribution locations and infrastructures across the country<br />Currently offer designs on their glass storm doors (but not college logos) and therefore have the technology to expand into this market should they choose to<br />Weaknesses (Our Strengths!)<br />Do not offer storm doors with college logos<br />No exclusive marketing deals with NCAA schools<br />They are all large “corporate” entities and cannot offer the personal customer service that Spirit Doors will offer<br />
  14. 14. Competitive Matrix<br />
  15. 15. Possible Market Entry Failures<br />Reasons:<br />Spirit Doors is entering a well established industry/market<br />Numerous competitors giving customers many alternatives should they not want college logos on their doors<br />Customer always has the alternative of not buying a storm door since the product is not a necessity<br />
  16. 16. 7/28/2010<br />16<br />Market Entry <br />Strategy = Offensive<br /><ul><li>First Mover/Proactive approach
  17. 17. Keep Competition from entering market
  18. 18. Target 8 major football schools including OU and UT
  19. 19. Attain Exclusivity rights with University and CLC
  20. 20. Pre Sell to National Home Improvement Stores</li></li></ul><li>Revenue Model<br />7/28/2010<br />17<br />Product<br />Retailer<br />Product<br />Consumer<br />Spirit Doors, Inc<br />
  21. 21. Competitive Positioning<br />Spirit Doors<br />Pella, Larson,<br /> Emco<br />Personal Expression<br />Customization<br />
  22. 22. Pricing and Sales Channels<br />19<br />Pricing<br /><ul><li>$499 signify superior luxury product with significant offering
  23. 23. $499+ for web orders with customization</li></ul>Sales Channels<br /><ul><li>Website
  24. 24. Catalogue/ Direct Marketing
  25. 25. Internal Sales Team
  26. 26. Store Fronts</li></li></ul><li>Advertising and Promotions<br />Trade Shows<br />Direct Marketing<br />Radio<br />Print and Online <br />Partnerships<br />20<br />
  27. 27. 21<br />Resources and Operations Issues<br />Up to 60,000 sq ft production facility<br />1312 Crosby Rd, Carrollton, TX<br />
  28. 28. 7/28/2010<br />22<br />Resources and Operations Issues<br />
  29. 29. 7/28/2010<br />23<br />Financial Projections<br />“Spirit Doors” Assumptions<br />
  30. 30. 7/28/2010<br />24<br />Financial Projections<br />Income Statement Summary<br />
  31. 31. 7/28/2010<br />25<br />Financial Projections<br />Break Even Analysis – per Month<br />
  32. 32. Project Timeline<br />
  33. 33. Thank You!<br />