LACE BRACE CC is a South African company that designs and sells lace clips that allow shoes to be easily tightened without tying laces. The clips are small, lightweight plastic devices that are woven through the lace and secured in place. The company was founded in 2014 and sells its unique product to footwear and sporting goods stores globally. LACE BRACE aims to dominate the shoe lace clip market through innovative products, affordable pricing, and promoting a lifestyle brand focused on trends and extreme sports.

1. Lace innovation since 2014
LACE BRACE

2. LACE BRACE INNOVATION
• NEVERTIEYOUR SHOES AGAIN
• LACESTRIMMED AND LOCKED IN PLACE
• EASYTO APPLY
• DURABLE
• AFFORDABLE
• TRENDY

3. Company History
LACE BRACE CC engages in the design, development, marketing, and sale of brace
clips for laces in South Africa and abroad.The company offers a unique product that
is new and trendy. It markets this product designed for kids, adults and the elderly. It
plans to sell its product to footwear stores, sporting goods stores, athletic specialty
stores, department stores, skate and other retail accounts; Internet Websites (direct
to consumer operations); and a mix of independent distributors.
As of July 2014, the LACE BRACE Brand is ready to be active in the marketplace.
The company was founded in 2014 and is headquartered in Edenvale,
Johannesburg.

4. What we do
LACE BRACE CC has designed a clip (brace) that will end the era of tying laces.The
clip is positioned inside the shoe by weaving the lace through the brace until it is at the
tightness as per the comfort of the user and remains in place until it is removed. Once
the brace is in place, the excess lace can be cut off eliminating the discomfort of a lace
in your shoe, or the tatty sight of a lace sticking out.The brace can be used on any shoe
with laces.

5. Vision statement
LACE BRACE CC embraces in
- extreme action sports,
- alternative music,
- general trend wear and
- having fun to promote its products
- a lifestyle trend in a shoe.
We are not a corporate company. Everything that we’re involved in is very lifestyle
oriented; and we are aiming to be a very active company. Everything that we do and
the way our presence is felt is lifestyle orientated and is focused on designing daily
trends. Success to us is domination.We want to dominate every market that we
launch in and be present in every shoe sold.You don’t have to be a core skater or a
famous name to use our brace.We’re not exclusive, we’re inclusive and we are for
everybody.We will not settle for second or third, we want to dominate!

6. Mission statement
The mission of LACE BRACE CC is to satisfy consumer’s needs with superior quality
and trendy products. Our brace will be positioned as a complimentary product for
shoes which will add value to the shoe for the consumer. Operating in a market with
no competitors, LACE BRACE will be marketed using the penetrating pricing policy
making it affordable for all to enjoy.

7. Values
Our values are fundamental to our success.They are the foundation of our company, define
who we are and set us apart from any potential competition.
They underlie our vision of the future, our business strategies and our decisions, actions and
behaviours.
ENTREPRENEURSHIP – dreamers explore the idea, entrepreneurs make it happen.
INNOVATION – Central to the success of our business.
LOW COST PRODUCER – We benchmark ourselves against industry best practice.
STRATEIGIC ALLIANCES AND PARTNERSHIPS – Only through beneficial relationships with
customers and suppliers will Lace Brace CC develop to its full potential.
ENVIROMENTAL AND QUALITY POLICY – Are non-negotiable.
PERFORMANCE CULTURE – Our best might not be good enough – we need to do what it
requires to achieve our goals.

8. Business goals & objectives
Profitability
Customer Service
Efficiency
Growth
WebsiteTraffic Goals
Advertising

9. Growth strategy
· Expanding our national and international presence.
· Extending our direct-to-customer reach via leading shoe
brands.
· Innovating and expanding new and emerging product
categories.
· Investing in infrastructure through advertising to support
our global reach.
· Developing our global exposure.

10. Products
LACE BRACE CC has designed a brace for laces.The brace is a plastic device
with three eyes.The third eye offers a clip and is surrounded with three teeth to
hold the lace in place. Once positioned inside the shoe by weaving the lace
through the eyes until the tightness is satisfactory by the user, the lace is then
placed into the clip surrounded with teeth.The brace is easy to use and
extremely efficient. One clip weighs less than 1 gram and is 19x10x1mm in size.
LACE BRACE CC manufactures and markets the product to a variety of target
markets nationally and worldwide.
Services
Business competitiveness
LACE BRACE CC is competitive in the market by manufacturing the only product of
its kind creating a new marketplace with new opportunities.

11.
Directors
Directors
Dale Guild – Bachelor of Commerce in Entrepreneurship (University of South Africa)
Brett Erasmus – 10yrs experience as marketing manager for Airwings International