3. EXECUTIVE SUMMARY
>> Aliteisafunbrandwithexcellentlydesignedproducts;however,theycouldhavea
betterunderstanding of their target market
>> Active campers think it’s too expensive and niche for their needs
>> People who love “the outdoors” don’t necessarily like camping — risky to build
business model around changing customer behavior
>> Alite is designing for the right customer segment (20s / 30s urbanite) but the
wrong experience: meet your customers where they are, not where you want
them to be
>> There is a huge unmet need within the experiences of comfort and freedom that
urban explorers want (i.e. parks, beaches, festivals) — Alite could be the brand
that facilitates this
4. >> Local Brand
>> Unique value proposition
>> Well designed products
>> ... so much potential!
WHY ALITE?
5. “Outside made simple”
Founded in 2010 by Tae Kim
Former Design Director of The North Face
>> Well-designed products that are extremely
functional, ridiculously fun and easy to use
>> Targets city dwellers in their 20s/30s looking
for fun ways to explore nature
>> The brand promise is less about technical
equipment and more about having fun outside
>> Known for Monarch “tent-pole” chair and other
quirky products (i.e. a sleeping bag that can zip
to others, called Sexy Hotness)
BACKGROUND
HAVE SOME
CAMPING GEAR
(CHAIRS,
MAYBE A
SLEEPING
BAG) BUT
DON’T FEEL
LIKE SPEND HAVE
ING MUCH
MONEY ON IT;
6. Triple sales (market share) by 2016 and increase brand awareness to become
the #1 outdoor equipment company for city dwellers in the SF Bay Area
Market research – the brand experience
> What do their customers want?
> How can that experience be delivered: define a marketing strategy
OBJECTIVES
7. METHODOLOGY
1 : 1 interviews
QUALITATIVE RESEARCH
INTERVIEW LOCATIONS
SF PARKS
Dolores Park, Golden Gate &
Washington Square
UNIVERSITY CAMPUS
ASU, Phoenix, AZ
OUTDOOR GEAR RETAIL STORE
REI, San Carlos, CA
TARGETED URBAN 20s AND 30s WITH
AN INTEREST IN “THE OUTDOORS”
32
PEOPLE
8. What are the experiences people want from the outdoors?
10. URBAN EXPLORERS [ FREEDOM + COMFORT ]
>> Being outside is really important
>> Hang out often at parks in the city
>> Have camped a few times or never camped
>> ‘Hike’ around the city
>> Have some camping gear (chairs, maybe a sleeping bag) but
don’t feel like spending much money on it; if they were to, it
would be restricted to one “high quality / outdoor technical”
product purchase
>> Looking for a sense of living without constraints (away from
the “concrete jungle”) yet within the convenience of the city
(phone coverage, restaurants, transportation home)
RELATIONSHIP TO ALITE
>> “They are too expensive. I am not so into camping that I
would want this, and if I was, I’d go with The North Face”
- Amanda
>> Open to purchasing goofy outdoor gear but Alite is not
designing directly for the experiences they want (freedom
and comfort)
11. ACTIVE CAMPERS [ FREEDOM + WONDER ]
>> ‘The outdoors’ is really important
>> Sometimes hang out at parks in the city
>> Hike, car camp or backpack often (3-5 times a year)
>> Have their own camping gear (usually from big known
outdoor gear brands) and spend a fair amount of money for it
>> Know a fair amount about the market, the products and
features
>> Looking to get out of the city frequently and experience the
awe of nature, a majestic creation beyond their everyday lives
>> “It looks too goofy and you cannot tell if it is good quality —
when you are camping it’s all about simplicity and function”
- Julia
>> Needs just one set of camping gear to fulfill all their camping
needs; likely to purchase a technically focused, “serious” brand
over Alite
RELATIONSHIP TO ALITE
12. HARDCORE CAMPERS[WONDER + ACCOMPLISHMENT]
>> The outdoors, specifically backcountry camping, is essential to
their happiness
>> Don’t hang out at parks very regularly
>> Go backpacking frequently
>> Have a lot of technical camping gear for every kind of
camping experience
>> Love to get out into the depths of pure wilderness for days on
end
RELATIONSHIP TO ALITE
>> “I’ve never heard of it” - Sean
>> Indifferent to Alite as they are not aware of the brand;
looking for technical, functional gear that aids their intense
outdoor adventures
13. FINDINGS & INSIGHTS
Branding
>> No brand awareness within any of the customer segments, even when individuals own the
product (e.g. chair, backpack)
>> Confusion around brand identity: multiple logos, inconsistent nomenclature, opaque name …
people don’t get it
Pricing
>> Pricing for Alite’s camping gear is above the expectation: hard to justify
a “goofy” approach at this price point for any customer
Lifestyle
>> Existing Alite products are enjoyed most in an urban environment; often
perceived as as lower-quality or ‘diet’ camping gear to devoted outdoor
enthusiasts
14. FINDINGS & INSIGHTS
Product market fit
>> Urban explorers that enjoy “the outdoors” do not necessarily like camping and are not inclined to
spend a lot money on an activity that is not part of their lifestyle
>> Active campers need only one set of high-quality, expensive camping gear and they will almost
always choose a technically focused brand such as The North Face
>> Hardcore campers are not a current target for Alite and many brands already cater to this segment
Missing the target
>> Good intentions but at this price point, Alite is an unlikely purchase for any of the customer
segments: hardcore and active campers would likely purchase elsewhere, and urban explorers
prefer different activities over camping
>> Huge opportunity around the ‘urban outdoors’ — designing products specifically intended for use
at the parks, festivals, and beaches that are so central to the Bay Area city dweller lifestyle;
currently few brands occupy this space
20. CONCLUSION
>> AlitehasthepotentialtobehugeintheBayAreaand
throughoutthe nation, but currently has a poor
product market fit
>> Most20s/30scitydwellersview“theoutdoors”as
urbannature— notcampsitesandhikingtrails;
theyarewillingtospendmoneyon products that
enhance their existing lifestyle (chairs, bags,
blankets)notthosethatrequireanewone(tents,
sleepingbags)
>> Therearemanyunmetneedsintheexperienceof
urbannature;with a slight pivot, Alite can be
THE brand that facilitates that desired experience
21. >> Consider discontinuing serious camping gear (tents,
sleeping bags, etc.) or segmenting it into Alite’s sister
brand, Boreas
>> Promote a line of products called “Designed for Dolores,”
for example:
RECOMMENDATIONS
- Bag that unfolds into a blanket
- Park kit backpack — frisbee slot, small cooler
compartment
- Waterproof, durable blanket with cup holders
- Two-person bench chair / love seat
>> Continue market research to discover how Alite can best
enable the “urban outdoor” experience of comfort and
freedom that customers want
