Hashboosh.com is an online fashion store that allows designers to participate in its business. Designers submit designs for competitions, the community reviews and rates the designs, and the winning designs are manufactured and sold on the site. The company conducted internal and external factor analyses. Internally, it saw strengths in design, quality and price, but weaknesses in only targeting women, product stock-outs, and thematic constraints. Externally, opportunities included expanding to kids wear and working with independent women, while threats included regulations changes and competitors. The TOWS matrix identified strengths-opportunities like seasonal designs for working women, and weaknesses-threats such as better positioning and availability to prevent customer switching.

1. HASHBOOSH.COM
Presentation by: Ganga B | Varsha M Nair | Jaisha K J
TOWS ANALYSIS

2. HASHBOOSH.COM
INTRODUCTIONS
• Hashboosh.com was a crowd designed fashion store conceptualised in 2012-the
promoters of the firm were Ravi Sankar.R., Dhibin Jacob Cheruvathur, Javed Anaz
and Sethunath. S.R, all with a background in the software industry.
• It’s an online fashion store, where designers are part of fashion levels in designs.
• It includes 5 steps which are based on their tagline-”from pencil line to product line”.

3. Step 1:
Participate by submitting the designs in field competition at the Hashboosh community.
Step 2:
Experts from the community provide required review and suggestions fro the designs.
Step 3:
Compete by bringing people to rate the designs by sharing through social network.
Step 4:
The winners are selected according to the total ratings secured and are rewarded.
Step 5:
Winning designs are manufactured by Hashboosh and sold through Hashboosh.com.
The designed products will carry the name/brand of the designers.

4. Internal Factor Analysis

5. Factors Weight Rating Weighted Score Comments
Design 0.11 4 0.44 Strength
Quality 0.10 4 0.40 Strength
Price 0.10 3 0.30 Strength
Online Community
(Innovative designs)
0.10 4 0.40 Strength
R&D 0.09 3 0.27 Strength
Online Distribution 0.07 3 0.21 Strength
Targeting women only 0.10 4 0.40 Weakness
Products out-of-stock 0.09 4 0.36 Weakness
Less marketing 0.06 2 0.12 Weakness
Thematic constraints for
designers hinders
creativity
0.08 3 0.24 Weakness
Weak positioning
(Avg priced)
0.10 4 0.40 Weakness

6. External Factor Analysis

7. Factors Weight Rating Weighted Score Comments
Expansion to kids
wear (girls)
0.08 4 0.32 Opportunity
FDI (Additional Capital) 0.12 3 0.36 Opportunity
Technology driven
omni-channel
0.12 3 0.36 Opportunity
Evergreen industry
(consumer base)
0.09 2 0.18 Opportunity
Diverse cultural area 0.07 3 0.21 Opportunity
Financially
independent women
0.08 4 0.32 Opportunity
Changes in govt.
regulations
0.12 3 0.36 Threat
Entrepreneurial urge
within the designers
0.10 4 0.40 Threat
Existing Competitors 0.10 3 0.30 Threat
Changing customer
preference
0.12 2 0.24 Threat

8. TOWS Matrix

9. Strength
1. Design
2. Quality
3. Price
4. Online community
Weakness
1.Targeting only women
2.Weak positioning
3.Product out-of-stock
4. Thematic constraints for designers
hinders creativity
Opportunity
1. FDI (Additional Capital)
2.Technology driven omni-
channel
3. Expansion to kids wear
(girls)
4. Financially independent
women
Strength-Opportunity
1. Mom-Daughter Design Challenge
(S1,O3)
2. Seasonal Designs for working
women (S1,O4)
Weakness-Opportunity
1. Premium designs for working
women(W1,W2,O4)
2. Option of placing order (W3,O2)
Threat
1. Changes in govt.
regulations
2. Entrepreneurial urge
within the designers
3. Existing Competitors
Strength-Threat
1. Variety offerings of high quality at
reasonable price than
competitors (S1,S2,S3,T3)
2. Authorised designers with
benefits (S4,T2)
Weakness-Threat
1. Better positioning (W2,T3)
2. Prevent switching of consumers by
making apparels available (W3,T3)
Internal
Factor
External
Factor

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