Aha Bolivia's ! ing bags offers retailers a range of specialized bags designed for active lifestyles, addressing the lack of stylish and functional options for fitness enthusiasts. The brand's products include multi-purpose bags for various activities, and insights from customer feedback highlight the need for more compartmentalized, durable, and aesthetically pleasing designs. As the market for active lifestyle products grows, ! ing bags aims to capitalize on this demand while offering a unique and customizable solution for consumers.

1. 1
FOR
AHA Bolivia

2. 2
Ing Bags offers
retailers a versatile
brand that seeks to
answer every bag-
carrying need of their
active and healthy
lifestyle customers.

3. THE PROBLEM
Difficult to find unique bags specific to an
active lifestyle. Active people make-do with
all purpose bags because they can’t find
specific activity bags for tennis, golf, running.
Active bags are not complimenting the
stylish active wear trend. Old tote bags
and backpacks clash with active people’s
carefully styled active wear.
Customers can’t find good gym bags. Bags
are usually all-purpose, don’t have multiple
compartments, and aren’t sturdy enough for
daily gym-going.
3

4. THE SOLUTION
! Ing Bags allows retailers to satisfy their active
customers’ interests with a unique, customized,
and durable product.
! Retailers can offer:
4
Multi-
purpose
Bags
Yoga
Bags
Running
Bags
Tennis
Bags
Travel
Bags

5. HOW IT WORKS – ECOMMERCE
PLATFORM
5

6. black webbing
black leather
canvas body
leather with cord inside
leather side detail
leather zipper detail
TOTE BAGS
THE PRODUCT
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Previous Designs New Designs
FRENTE
ATRAS
DUFFLEBAG
Leather Piping
Inside Water Bottle Compartment
black webbing w cord inside
black leather base
flat pieace of dettacheable plastic
to hold yoga mat or towel
WEEKEND BAGFRENTE
ATRAS

7. CUSTOMER LISTENING
! Customer intercepts were conducted in Cochabamba at:
! Country Club
! “When I work out I go from work – I have to take two bags to fit everything, but I’d
rather just have one that is versatile enough to take to work and the gym”
! “I just put my tennis shoes in a plastic bag – but I guess that is not idea”
! “ I need a big bag with compartments so that I can fit all my stuff in it, especially
since I carry baby items too”
! Torres Sofer
! “We go to the beach a lot in Brazil, you want to take something colorful and stylish
to fit your towel and other bathing accessories”
! “When I do outdoor or active things, I want a sporty-looking bag that matches what
I am doing – I want to look the part”
! Ice Norte
! “When I go riding I have to take two bags because not everything fits - 1 bag for my
riding boots and helmet and a 2nd bag for my cell phone and wallet”
! “ I want to take something stylish to the gym – something other people are using
too”
! “My current gym bag doesn’t have a place for my PowerAide bottles or cell phone,
so I have to carry them in my hand” 7

8. EXPERT INTERVIEWS – MAJOR CLIENTS
! Claudia Mansilla, Santa Cruz
! Summary of clients:
! Higher economic bracket
! Travel a lot and often take TLM bags as presents to people they are
visiting
! Many are really into yoga right now
! Go to the gym and often play sports (tennis, running, riding, biking,
swimming)
! Definitely need a digital catalogue for friends and clients living outside of
the country
! Silvia Canelas, La Paz
! Summary of clients:
! Mid to upper middle class status
! Travel on the weekends
! Above all, they like the colors of the items & also like the variety
! Definitely have active lifestyles, most are in weekend sports clubs
! The bags area already seen as outdoor, sporty & active so it would be
great to build on that more
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9. ETHNOGRAPHIC RESEARCH
! Summary of ethnographic research
! Domestic bags lack quality materials & have poor designs
! Customers are looking for deliberately merchandised stores
! Products compliment each other aesthetically & give a style point-of-
view
! Customers wants help organizing their lives from inside their
bags
! Price ranges:
! Santa Cruz: $50-450
! La Paz: $50-250
! Cochabamba: $20-200
! Aesthetic
! Santa Cruz: Bohemian Chic
! La Paz: Crafty, Artisanal
! Cochabamba: Traditional, Missy-look
! Store-look
! Santa Cruz: polished, modern & well-designed
! La Paz: clean & professional with a crafty feel
! Cochabamba: no investment in image, stores look old and outdated
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10. BEHIND THE SCENES – SUPPLY CHAIN
Purchase Raw
Materials – plastic,
leather
Distribute to
Workshops –
3 cottage industry
Workshops
Produce
Quality
Control -
Workshop
Quality Control
Office
Package & Ship
Client Payment &
Workshop Payment
10

11. THE OPPORTUNITY – GENERAL
! The handbag, luggage & accessories market is
growing in the US
! $10 billion in revenue in 2014
! Annual growth rate of 3.3% from 2009-2014
! Growth in the U.S. sporting goods store market is
driven by consumers' rising health awareness
and increased participation in sports, revenue is
expected to increase
! $44 billion in revenue in 2014
! 3% annual growth rate from 2009-2014
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12. THE OPPORTUNITY – ACTIVE LIFESTYLES
! Consumers are indulging their interests in trendy fitness
regimes and healthier lifestyles, creating a demand for
stylish but functional workout gear
! Top sporting and active lifestyle brands are doing well
! Puma posted $5.3 million Euros in net earnings in 2013
! 12% increase in consolidated sales in 2012
! Cobra PUMA Golf performed exceptionally well
! Puma apparel increased by 15.2% to € 316.6 million after increasing
demand for fitness and training gear
! Lululemon’s stock was up 40% in 2012 and averages an
annual return of 148% in the three years prior
! In 2012 the company opened 38 new stores, 27 of them in the US 12

13. TARGET CLIENT – ACTIVE & HEALTHY
LIFESTYLE (AHLS)
! There are over 77 million Active and Healthy Lifestyle
consumers in the US
! Informed consumers who research before buying
! Understand value and are willing to pay for “the
best”
! AHLs are an influential group and are considered
super influencers for:
! 88% physical fitness products
! 85% environmentally products
! near the top for business travel, finance/investments, fashion and
other leisure activities such as wine, vacation travel and cooking
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14. TARGET CLIENT – AHL SEGMENTED
Young Movers interested in social and physical activity.
* 18–35, low to moderate incomes, single or recently married and are childless
* Key activities: Competitive Sports (football, basketball, soccer), Extreme Sports
(backpacking, rock climbing, snowboarding), Yoga
Active Parents focused more on multitasking and taking part in social and
recreational activities with young children & friends.
* 25–55, married or divorced, with a moderate income, and have at least one child
in the household
* Key activities: Social & Recreational (basketball, soccer, softball, bicycling,
jogging
Booming Boomers that are young-at-heart and enjoy physical activity and
casual sporting
45–65, are married or divorced, with a moderate to high income, and have children
who are no longer at home or nearing an age when they’re likely to move out
Key activities: Aerobic & Recreational (bicycling, basketball, canoeing, skiing,
golfing, hiking, target shooting)
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15. MARKETING STRATEGY
15
Digital
Ecommerce, SEO, Social
Media
Online PR
Trade Shows Direct Selling &
Events: Domestic

16. BUSINESS MODEL
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Business Model:
Manufacturing to Wholesale
Target Segment:
Healthy Active
Lifestyle
Retailers
Service Offering:
manufacture of
unique, durable
active bags
Lead
Generation:
digital, WOM,
trade shows
VALUE PROPOSITION
Value Chain:
communication
+ designs +
sourcing
Cost Model:
workshop cost +
overhead
Organization:
cottage industry
outsource
production
OPERATING MODEL

17. COMPETITION
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NOTE: Competition could = potential buyers, depending on final market
strategy after testing
Active Apparel
& Shoes
Active Bags

18. LEADERSHIP
! Anna Aliaga Bio
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19. THE TEAM - OFFICE
Anna Aliaga
President
Jose
Assist Bag Order Processing
Mercedes
Accounting
Exports
Adriana
Bag Client Manager
Bag Order Processing
Store Management
Marketing (Bags)
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20. THE TEAM – BAG WORKSHOPS
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Elena
Yuri
Marco

21. FINANCIALS
21
0
10000
20000
30000
40000
50000
60000
70000
2012
2013
Bag Sales

22. ASK
! Ing Bags (with AHA Bolivia) needs USD $97,000
in order to scale to the next level*
! Funds will be used for:
! Sales & marketing
! Ecommerce platform
! Trade show
! Marketing materials
! Direct domestic selling
*This accounts for the bag AND knit LOB 22

23. THANK YOU
www.ing-bags.com
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